Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media.

An important criterion for health campaign media selection is the ability to achieve campaign awareness among target audiences. However, existing campaign exposure metrics cannot be applied across both traditional and digital media, which complicates decision making. The present study assessed the validity of using self-report as a measure of the extent to which different types of media achieve campaign awareness to assist in determining appropriate media budget allocations.

Comparing the Cost-Effectiveness of Campaigns Delivered Various Combinations of Television and Online Media.

Background: Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions.

Methods: A quasi-experimental interrupted time series approach was employed.