| Methods |
Cohort study
Baseline survey: 1993
Follow‐up: 4 years (1997‐98)
Site: Massachusetts, USA
Research question: Is there an association between brand‐specific magazine advertising and subsequent brand of initiation or regular use?
Analysis: Pearson correlation coefficients used to assess strength of relationship between brand advertising and brand‐specific smoking behaviour. No correction for demographic or other variables |
| Participants |
1069 youths from a community probability sample at baseline. 627 (response rate, 59%) re‐interviewed at follow‐up.
Survey method: telephone interview |
| Interventions |
Exposure to advertising measured by asking for names of up to 3 magazines or newspapers read in last 30 days. Data on pages of advertising by brand in each magazine obtained. Calculated individual exposure to brand‐specific advertising and added exposures across all respondents to 'total gross impressions'. Share of gross impressions calculated for each brand.
Also asked smokers:
'What brand did you smoke most often when you first started smoking regularly?'
'What brand do you usually smoke?'
'Which brand ads do you think attract your attention the most?' |
| Outcomes |
Smokers at baseline defined as ever trying a cigarette, even a few puffs. At follow‐up smokers defined as at least one cigarette in past 30 days |
| Notes |
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