| Titre : | Investigating the relation between placement of Quit antismoking advertisements and number of telephone calls to Quitline : a semiparametric modelling approach. (2006) |
| Auteurs : | ERBAS (Bircan) : AUS. Centre for Molecular. Environmental. Genetic and Analytic Epidemiology. School of Population Health. University of Melbourne. Victoria. ; Todd HARPER ; Richard HUGGINS ; . QUANG BUI ; Victoria White ; Australian National University. Centre for Mathematics and its Applications. Canberra. AUS ; Cancer Council Victoria. AUS |
| Type de document : | Article |
| Dans : | Journal of epidemiology and community health (vol. 60, n° 2, 2006) |
| Pagination : | 180-182 |
| Langues: | Anglais |
| Mots-clés : | Tabagisme ; Tabac ; Arrêt ; Publicité ; Communication ; Média ; Australie ; Océanie |
| Résumé : | [BDSP. Notice produite par INIST-CNRS 6Q0R0xIe. Diffusion soumise à autorisation]. Study objectives : Quitline-an antismoking advertising and a telephone helpline service-is an effective public health intervention strategy for tobacco control. The objective of this short report is to model the relation between placement of antismoking advertisements and calls to Quitline on a given day. Methods/design : Data on daily Quitline antismoking advertisements, television target audience rating points (TARPS), and calls to Quitline Victoria were studied for the period 1 August 2000 and 31 July 2001. The outcome-calls to Quitline-is a count and thus assumed to follow a Poisson distribution. Generalised partial linear models were used to model the logarithm of mean daily calls as a non-parametric function of time and a linear parametric function of the day of week, number of advertisements, and TARPS. Main results : Peak calls to Quitline Victoria occurred during Monday to Wednesday with around three times as many calls compared with Sunday. Both placement of Quitline advertisements (p<0.001) and an increase in TARPS (p<0.001) on a given day significantly increased the number of calls made to Quitline Victoria. The model adequately captured fluctuations in call volume and diagnostics showed no model inadequacy. Conclusions : In this short report the emphasis is on modelling the parametric components-day of week, placement of advertisements, and TARPS on call volume. The dynamics of the underlying time trend in call volume is captured in a non-parametric component. Future analysis of hourly data would provide additional information to assess different media buying strategies that might increase call volume. |
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