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291 The Role of Advertising in Building the QUITPLANŽ Services Brand

Thursday, August 16, 2012
Exhibit Hall (Kansas City Convention Center)
Dr. Jeong Kyu Lee, PhD , ClearWay Minnesota, Minneapolis, MN
Dr. Barbara Schillo, PhD , ClearWay Minnesota, Minneapolis, MN
Ms. Marietta Dreher, BA , ClearWay Minnesota, Minneapolis, MN
Ms. Andrea Mowery, BA , ClearWay Minnesota, Minneapolis, MN
Dr. Michael Luxenberg, Ph.D. , Professional Data Analysts, Inc., Minneapolis, MN

Learning Objectives

At the conclusion of this presentation attendees will be able to:

  1. Describe and explain how mass media advertising enhances awareness and positive attributes of QUITPLAN cessation brand.

Audience:  Those who plan, implement and evaluate branding campaigns, including communication and marketing specialists, campaign evaluators and researchers.

Key Points:  Advertising is an essential tool in building strong brands and persuading consumers to purchase commercial products. Studies have indicated that higher ad awareness and receptivity lead to more positive feelings toward a brand and greater buying intentions and behaviors. Through QUITPLAN® Services, ClearWay Minnesota provides quit-smoking programs that include counseling, medication, and community to help smokers to quit. Mass media advertising emphasizing positive brand images and benefits has been used to promote these quit-smoking programs. Using statewide, cross-sectional data from a larger longitudinal media evaluation study, we investigated the effects of the ClearWay Minnesota’s cessation ads on the QUITPLAN® brand. Confirmed awareness of QUITPLAN® ads was significantly correlated with brand awareness (p < .05) as well as some positive attributes of the brand: personalized (p < .01), respectful (p < .05), and proven (p < .001). Additionally, interpersonal conversation with family and significant others about cessation ads was significantly associated with several brand attributes. QUITPLAN® cessation ads appear to be successful in building a strong brand for QUITPLAN® Services. These findings demonstrate effective communication efforts to build a strong quit-smoking service brand by attaching positive images and benefits to the brand.

Educational Experience:  Participants will have the opportunity to review the key findings and discuss implications for effective communication strategies.

Benefits:  This session provides clear evidence of the potential role of mass media advertising in building a strong cessation brand.

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