title: Recall and Believability of the Tips From Former Smokers Campaign Among University Students.
abstract: BACKGROUND
  Tobacco media campaigns are effective, but less is known regarding the impact on college students.
  
  
  OBJECTIVE
  The purpose was to test the effects of an on-campusTipstelevision campaign on frequency and believability of ads recalled and to assess demographic and personal factors associated with believability.
  
  
  METHODS
  A quasi-experimental pre-post design was used to assess the 8-week campaign with threeTipsads. Two randomly-selected cohorts of college students (N= 1,593) from a large public university completed online surveys pre- and post-campaign. Group comparisons using chi-square tests, two-sample t-tests, and logistic regression, controlling for residence or cohort; predictors of believability using proportional odds modeling.
  
  
  RESULTS
  Ads were recalled by significantly more students (68%) post-campaign. Believability for one or more ads was lower for males, undergraduates, those belonging to fraternity/sorority, and current polytobacco users (p<.05). Believability was greater for those who recalled seeing the ads more often (p<.05).
  
  
  CONCLUSIONS
  Sub-groups of college students, including males and undergraduates, reported less ad believability, which should be considered when designing communication strategies.
  Considering the potential impact and cost-effective nature of on-campus TV media campaigns, these ads need to be integrated into current campus tobacco control strategies.
authors.affiliation: Assistant Professor in the Department of Kinesiology and Health Promotion at University of Kentucky in Lexington, Kentucky.
authors.forename: Melinda J
authors.initials: MJ
authors.lastname: Ickes
authors.affiliation: Associate Professor in the College of Nursing at University of Kentucky in Lexington, Kentucky.
authors.forename: Karen
authors.initials: K
authors.lastname: Butler
authors.affiliation: Professor in the College of Nursing at University of Kentucky.
authors.forename: Mary Kay
authors.initials: MK
authors.lastname: Rayens
authors.affiliation: Professor in the Department of Kinesiology and Health Promotion at University of Kentucky.
authors.forename: Melody
authors.initials: M
authors.lastname: Noland
authors.affiliation: Assistant Professor in the and College of Nursing at University of Kentucky.
authors.forename: Amanda T
authors.initials: AT
authors.lastname: Wiggins
authors.affiliation: Professor in the College of Nursing at University of Kentucky.
authors.forename: Ellen J
authors.initials: EJ
authors.lastname: Hahn