title: A cost-effectiveness analysis of online, radio and print tobacco control advertisements targeting 25-39 year-old males.
abstract: OBJECTIVE
  To assess the relative cost-effectiveness of various non-television advertising media in encouraging 25-39 year-old male smokers to respond to a cessation-related call to action. Information about how new electronic media compare in effectiveness is important to inform the implementation of future tobacco control media campaigns.
  
  
  METHODS
  Two testimonial advertisements featuring members of the target group were developed for radio, press and online media. Multiple waves of media activity were scheduled over a period of seven weeks, including an initial integrated period that included all three media and subsequent single media phases that were interspersed with a week of no media activity. The resulting Quit website hits, Quitline telephone calls, and registrations to online and telephone counselling services were compared to advertising costs to determine the relative cost-effectiveness of each media in isolation and the integrated approach.
  
  
  RESULTS
  The online-only campaign phase was substantially more cost-effective than the other phases, including the integrated approach.
  
  
  CONCLUSIONS
  This finding is contrary to the current assumption that the use of a consistent message across multiple media simultaneously is the most cost-effective way of reaching and affecting target audiences.
  
  
  CONCLUSIONS
  Online advertising may be a highly cost-effective channel for low-budget tobacco control media campaigns.
authors.affiliation: Education and Research, Cancer Council Western Australia.
authors.forename: Cassandra
authors.initials: C
authors.lastname: Clayforth
authors.forename: Simone
authors.initials: S
authors.lastname: Pettigrew
authors.forename: Katie
authors.initials: K
authors.lastname: Mooney
authors.forename: Iris
authors.initials: I
authors.lastname: Lansdorp-Vogelaar
authors.forename: Michael
authors.initials: M
authors.lastname: Rosenberg
authors.forename: Terry
authors.initials: T
authors.lastname: Slevin
mesh_terms: D000328:Adult; D000329:Advertising / Q000191:economics* / Q000379:methods; D003362:Cost-Benefit Analysis; D006293:Health Promotion / Q000191:economics / Q000379:methods*; D015277:Hotlines / Q000191:economics / Q000706:statistics & numerical data*; D006801:Humans; D020407:Internet; D008297:Male; D008402:Mass Media; D011845:Radio / Q000191:economics; D016540:Smoking Cessation / Q000191:economics / Q000379:methods*; D000074606:Smoking Prevention; D014026:Nicotiana
keywords: Quitline; cost-effectiveness analysis; mass media; smoking cessation; therapy computer-assisted