@article{d28820d1182e49b58d2c5b1ddadc78af,
title = "Applying quantitative approaches to the formative evaluation of antismoking campaign messages",
abstract = "This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking, that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.",
keywords = "Formative evaluation, Monitoring and evaluation, Tobacco cessation",
author = "Sarah Parvanta and Laura Gibson and Heather Forquer and Dina Shapiro-Luft and Lorraine Dean and Derek Freres and Caryn Lerman and Giridhar Mallya and Mihaela Moldovan-Johnson and Andy Tan and Joseph Cappella and Robert Hornik",
note = "Funding Information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: Funding for this project was made possible by Cooperative Agreement [#1U58DP002633-01] from the Centers for Disease Control and Prevention, U.S. Department of Health and Human Services; and Get Healthy Philly, an initiative of the Philadelphia Department of Public Health. The authors also wish to acknowledge the funding support of the National Cancer Institute{\textquoteright}s Center of Excellence in Cancer Communication (CECCR) located at the Annenberg School for Communication, University of Pennsylvania [P50CA095856]. ",
year = "2013",
month = dec,
doi = "10.1177/1524500413506004",
language = "English (US)",
volume = "19",
pages = "242--264",
journal = "Social Marketing Quarterly",
issn = "1524-5004",
publisher = "Taylor and Francis Ltd.",
number = "4",
}