Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology
| العنوان: | Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology |
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| المؤلفون: | Bethany Simard, Elizabeth C. Hair, Dionisios Favatas, Donna Vallone, Jennifer M. Kreslake, Alexa R. Romberg, Shreya Tulsiani, Morgane Bennett |
| المصدر: | International Journal of Environmental Research and Public Health International Journal of Environmental Research and Public Health, Vol 17, Iss 7, p 2185 (2020) Volume 17 Issue 7 |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | Adult, Male, Adolescent, Health, Toxicology and Mutagenesis, lcsh:Medicine, 050801 communication & media studies, Health Promotion, Electronic Nicotine Delivery Systems, mass media, Article, Odds, Digital media, 03 medical and health sciences, Young Adult, 0302 clinical medicine, 0508 media and communications, Advertising, Humans, 030212 general & internal medicine, Association (psychology), Mass media, Internet, Recall, business.industry, 05 social sciences, lcsh:R, Public Health, Environmental and Occupational Health, Gender Identity, Social marketing, social marketing, Mental Recall, Female, Television, Tracking (education), Self Report, campaign evaluation, Psychology, business, Clinical psychology, Digital advertising |
| الوصف: | Many mass media campaigns aimed at changing young people&rsquo s health behavior air on digital platforms rather than on broadcast media (e.g., television), given the intended audience&rsquo s preference for web-based communication. While research suggests self-reported ad recall correlates with exposure to television advertising, it remains unclear whether self-report measures are correlated with exposure to digital advertising. This study examined the association between an objective measure of digital ad exposure and self-reported recall of digital ads from the truth® tobacco prevention campaign. Digital ad tracking methodology was employed to identify members of an online panel (ages 18&minus 34) who had been exposed to ads during their regular web browsing. Demographics of exposed participants were used to develop a matched control group of non-exposed panel members. Members of the Exposed group (n = 458) and matched Control participants (n = 506) were surveyed on recall of truth ads, media use, and demographics. Results indicated that Exposed participants had significantly higher odds of reporting ad recall compared to Control participants. With each additional ad exposure, the odds of self-reporting higher frequency of ad exposure increased by 8% (OR = 1.08, 95% CI = 1.01&minus 1.16). Findings suggest self-reported measures of ad recall are a valid measure of campaign exposure in a digital media environment. |
| وصف الملف: | application/pdf |
| تدمد: | 1660-4601 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e6bc384e6f1d5d00af84d7c04bd4f0bc https://pubmed.ncbi.nlm.nih.gov/32218265 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....e6bc384e6f1d5d00af84d7c04bd4f0bc |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 16604601 |
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