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X Demographics
Mendeley readers
Attention Score in Context
| Title |
Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
|
|---|---|
| Published in |
Frontiers in Public Health, March 2018
|
| DOI | 10.3389/fpubh.2018.00083 |
| Pubmed ID | |
| Authors |
Vanessa Allom, Michelle Jongenelis, Terry Slevin, Stacey Keightley, Fiona Phillips, Sarah Beasley, Simone Pettigrew |
| Abstract |
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. A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by "off-weeks" in which no campaign materials were delivered. Assessed outcomes were the number of campaign response "events" recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs. Overall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective. The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media. |
X Demographics
The data shown below were collected from the profiles of 12 X users who shared this research output. Click here to find out more about how the information was compiled.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Australia | 8 | 67% |
| Switzerland | 1 | 8% |
| France | 1 | 8% |
| Unknown | 2 | 17% |
Demographic breakdown
| Type | Count | As % |
|---|---|---|
| Members of the public | 4 | 33% |
| Practitioners (doctors, other healthcare professionals) | 4 | 33% |
| Scientists | 3 | 25% |
| Science communicators (journalists, bloggers, editors) | 1 | 8% |
Mendeley readers
The data shown below were compiled from readership statistics for 55 Mendeley readers of this research output. Click here to see the associated Mendeley record.
Geographical breakdown
| Country | Count | As % |
|---|---|---|
| Unknown | 55 | 100% |
Demographic breakdown
| Readers by professional status | Count | As % |
|---|---|---|
| Student > Master | 9 | 16% |
| Unspecified | 5 | 9% |
| Other | 5 | 9% |
| Researcher | 5 | 9% |
| Student > Bachelor | 4 | 7% |
| Other | 13 | 24% |
| Unknown | 14 | 25% |
| Readers by discipline | Count | As % |
|---|---|---|
| Medicine and Dentistry | 11 | 20% |
| Nursing and Health Professions | 6 | 11% |
| Unspecified | 5 | 9% |
| Psychology | 4 | 7% |
| Social Sciences | 3 | 5% |
| Other | 11 | 20% |
| Unknown | 15 | 27% |
Attention Score in Context
This research output has an Altmetric Attention Score of 7. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 22 October 2019.
All research outputs
#4,720,139
of 23,028,364 outputs
Outputs from Frontiers in Public Health
#1,701
of 10,285 outputs
Outputs of similar age
#92,618
of 331,443 outputs
Outputs of similar age from Frontiers in Public Health
#56
of 119 outputs
Altmetric has tracked 23,028,364 research outputs across all sources so far. Compared to these this one has done well and is in the 79th percentile: it's in the top 25% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 10,285 research outputs from this source. They typically receive more attention than average, with a mean Attention Score of 10.0. This one has done well, scoring higher than 83% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 331,443 tracked outputs that were published within six weeks on either side of this one in any source. This one has gotten more attention than average, scoring higher than 71% of its contemporaries.
We're also able to compare this research output to 119 others from the same source and published within six weeks on either side of this one. This one has gotten more attention than average, scoring higher than 52% of its contemporaries.