Postcards made a limited contribution being recognised by 4% of smokers and 1% of recent quitters. Recognition of the TVC was 54% amongst smokers and 55% amongst Symptoms recent quitters, slightly lower than and in keeping with the lower Breathless unprompted recall figures mentioned earlier for this advertising. In media, recognition of Symptoms was as follows: 28% amongst smokers and 25% amongst recent quitters, stronger than – for Breathless although still below the results seen for several other NTC radio ads. Nevertheless, when combined with the Breathless radio result, total recognition of the Q2 2013 radio advertising reached 35% amongst smokers (44% amongst those working in blue collar occupations) and 32% amongst recent quitters; a respectable overall result. On-line 8% amongst smokers and recent quitters, more or less in line with – other NTC on-line advertising and possibly reflecting the use of only. Out-of-home 7% amongst smokers and 10% amongst recent quitters was – quite low although Breathless appears to have done most of the lifting’ ‘heavy in this category. Overall, the advertising appears to have performed a little more strongly Breathless than did insofar as most of the recognition measures were concerned. Symptoms Further, while not explicitly a component of the campaign, the evaluation results also highlighted that downloading of the My QuitBuddy has grown since last year when it first launched in May 2012, but still remains relatively low among smokers and recent quitters. The main reason for having not downloaded the app was due to a lack of awareness and highlights a communication opportunity for the campaign. This could consist of a stronger presence of My QuitBuddy in the current advertising concepts, or in keeping with the current strategy of pairing high impact ads with those with a more positive and supporting message, could be featured as a separate follow-up ad to Breathless, Cough, Bronchoscopy or similar. Results from the December and February surveys indicate the individual elements ‘12 ’13 of the campaign at that time performed also achieved recognition results although – typically lower than Q2 2013 results among smokers and recent quitters. Recognition of – The Wait reached 52% among smokers and 61% among recent quitters in February ’13, while recognition of Eye reached 52% among smokers and 56% among recent quitters.
Postcards made a limited contribution being recognised by 4% of smokers and 1% of recent quitters. Recognition of the Symptoms TVC was 54% amongst smokers and 55% amongst recent quitters, slightly lower than Breathless and in keeping with the lower unprompted recall figures mentioned earlier for this advertising. In media, recognition of Symptoms was as follows: – 28% amongst smokers and 25% amongst recent quitters, stronger than for Breathless although still below the results seen for several other NTC radio ads. Nevertheless, when combined with the Breathless radio result, total recognition of the Q2 2013 radio advertising reached 35% amongst smokers (44% amongst those working in blue collar occupations) and 32% amongst recent quitters; a respectable overall result. On-line – 8% amongst smokers and recent quitters, more or less in line with other NTC on-line advertising and possibly reflecting the use of only. Out-of-home – 7% amongst smokers and 10% amongst recent quitters was quite low although Breathless appears to have done most of the ‘heavy lifting’ in this category. Overall, the Breathless advertising appears to have performed a little more strongly than did Symptoms insofar as most of the recognition measures were concerned. Further, while not explicitly a component of the campaign, the evaluation results also highlighted that downloading of the My QuitBuddy has grown since last year when it first launched in May 2012, but still remains relatively low among smokers and recent quitters. The main reason for having not downloaded the app was due to a lack of awareness and highlights a communication opportunity for the campaign. This could consist of a stronger presence of My QuitBuddy in the current advertising concepts, or in keeping with the current strategy of pairing high impact ads with those with a more positive and supporting message, could be featured as a separate follow-up ad to Breathless, Cough, Bronchoscopy or similar. Results from the December ‘12 and February ’13 surveys indicate the individual elements of the campaign at that time performed also achieved recognition results – although typically lower than Q2 2013 results – among smokers and recent quitters. Recognition of The Wait reached 52% among smokers and 61% among recent quitters in February ’13, while recognition of Eye reached 52% among smokers and 56% among recent quitters.
NPAPHTSMC%202013-%20Evaluation%20Report.docx