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Investigating the relation between placement of Quit antismoking advertisements and number of telephone calls to Quitline: a semiparametric modelling approach

Erbas, Bircan; Bui, Quang; Huggins, Richard; Harper, Todd; White, Victoria

Description

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...[Show more]

dc.contributor.authorErbas, Bircan
dc.contributor.authorBui, Quang
dc.contributor.authorHuggins, Richard
dc.contributor.authorHarper, Todd
dc.contributor.authorWhite, Victoria
dc.date.accessioned2015-12-08T22:11:03Z
dc.identifier.issn0143-005X
dc.identifier.urihttp://hdl.handle.net/1885/29632
dc.description.abstractStudy 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.
dc.publisherBritish Medical Association
dc.sourceJournal of Epidemiology and Community Health
dc.subjectKeywords: advertising; health education; smoking; advertizing; article; dynamics; health service; human; mathematical model; parameter; Poisson distribution; smoking cessation; telephone; Adult; Advertising; Health Promotion; Hotlines; Humans; Linear Models; Progra
dc.titleInvestigating the relation between placement of Quit antismoking advertisements and number of telephone calls to Quitline: a semiparametric modelling approach
dc.typeJournal article
local.description.notesImported from ARIES
local.identifier.citationvolume60
dc.date.issued2006
local.identifier.absfor010405 - Statistical Theory
local.identifier.ariespublicationu3488905xPUB67
local.type.statusPublished Version
local.contributor.affiliationErbas, Bircan, University of Melbourne
local.contributor.affiliationBui, Quang, College of Physical and Mathematical Sciences, ANU
local.contributor.affiliationHuggins, Richard, College of Physical and Mathematical Sciences, ANU
local.contributor.affiliationHarper, Todd, Cancer Council Victoria
local.contributor.affiliationWhite, Victoria, Cancer Council Victoria
local.description.embargo2037-12-31
local.bibliographicCitation.startpage180
local.bibliographicCitation.lastpage182
local.identifier.doi10.1136/jech.2005.038109
dc.date.updated2015-12-08T07:38:03Z
local.identifier.scopusID2-s2.0-31144457247
CollectionsANU Research Publications

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