Effectiveness of Advertisements in Cinema Halls by National Tobacco Control Organisation: A Study among Smokers in Tamil Nadu

  • Dr. S. Ajit, Dr. R. Sundari

Abstract

Smoking is one of the main causes of deaths every year in the world. Smoking causes health problems to both the smokers as well as the passive smoker. Curbing the habit of smoking by individuals is one of the many measures every government is keen on undertaking. Many governments are using public service announcements with the anti-smoking message to create awareness about the ill effects of smoking and making the smoker to quit smoking. The success of these public service announcements is debatable. This study is done to understand whether cinema hall can be used as a medium for targeted advertising of anti-smoking messages. The purpose of the study is to determine the effectiveness of anti-smoking advertisements which are shown in cinema halls in three cities of Tamilnadu state in India. Effectiveness is studied in terms of the respondents following the preferred behaviour for which the advertisement is designed. Structural Equation Modelling is used to study the preferred behavioural change, considering attitude towards advertisement and the consequences of smoking as the influencing variables. It is found from the study that both attitude towards the advertisement and the consequences shown influence the decision of smoker to quit smoking.

Published
2021-11-27
How to Cite
Dr. S. Ajit, Dr. R. Sundari. (2021). Effectiveness of Advertisements in Cinema Halls by National Tobacco Control Organisation: A Study among Smokers in Tamil Nadu. Design Engineering, 01 - 15. Retrieved from http://www.thedesignengineering.com/index.php/DE/article/view/6883
Section
Articles