Measuring Progress in Obesity Prevention Workshop Report (2012) / Chapter Skim
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5 Assessing the Impact of Marketing and Industry
5 Assessing the Impact of Marketing and Industry
Pages 57-72
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From page 57... ...
• Assessing the impact of large-scale communication and social marketing campaigns is challenging because they have varying goals and strategies, and because the circumstances in which they operate, as well as the behaviors of people, are constantly evolving. Nonetheless, a number of designs other than random ized controlled trials can be used for evaluating the effects of such campaigns.
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From page 58... ...
Robert Hornik, Wilbur Schramm professor of communication and health policy at the University of Pennsylvania Annenberg School for Communication, discussed the evaluation of large-scale public health communication and social marketing programs. CHILDREN, MEDIA, AND ADVERTISING Presenter: Victoria Rideout Two recent studies conducted by the Kaiser Family Foundation 1 explored media influences on obesity in children, Rideout explained.
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From page 59... ...
mobile media is really the biggest change -- it has opened up parts of the day" for media uses that were not possible before, such as on the school bus. The 6 10:45 Total Media exposure 4:29 4 Hours 2:31 2 1:29 1:13 :38 :25 0 TV content Music/audio Computers Video games Print Movies FIGURE 5-1 Amount of time 8- to 18-year-olds spent with various media in a 5-1.eps typical day in 2009.
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From page 60... ...
Discerning how the levels of media use relate to physical activity is difficult, Rideout explained, because the media-use measures fail to capture the other activities in which children and adolescents may be engaged at the same time that they are using media. For example, some video games engage the user in physical activity, and young people may be listening to music while working out or have the television on in the background while performing low-level physical activities at home.
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From page 61... ...
14 13:00 12:99 12 10 8:36 8 Hours 6 4 2 0 White Black Hispanic FIGURE 5-4 Total amount of media exposure for 8- to 18-year-olds in a typical day, by race/ethnicity. 5-4.eps SOURCE: Adapted by the author from "Report: Generation M2: Media in the Lives of 8- to 18-Year-Olds," (#8010)
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From page 62... ...
Rideout noted that in the five large studies of media use she has conducted, she has never found a relationship between time spent using media and time spent in physical activity. This finding has been "surprising, but consistent," she noted, although she added that the measures of physical activity were not very precise: respondents reported how much time they had spent the previous day on such activities as exercise, sports, and dancing, and it is possible that lower-level physical activities differ between heavy and light media users.
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From page 63... ...
Several workshop participants agreed that this amount of media use and exposure to advertising clearly has a considerable influence on children and adolescents. As one committee member observed, researchers have as yet been unable to tackle the problem of understanding "the full impact of the integrated whole -- from billboards to TV to ‘advergames' to modeling of consumption by parents -- but it is likely to be much greater than the sum of its parts." MEASURING THE FOOD SUPPLY Presenter: Shu Wen Ng Discussion of the food environment in Chapter 3 suggests the important role of the food industry in determining the kinds of food and beverages available around the country.
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From page 64... ...
The universal product codes (UPCs) that are scanned at the cash register in most places that sell packaged foods provide considerable data.
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From page 65... ...
Three frequently used food purchase data sets based on UPC data in the United States are the Nielsen Scantrack, SymphonyIRI Total Store Advantage, and the Nielsen Homescan. These data sets provide information such as • point-of-sale data, which indicate sales (in total volume and dol lars)
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From page 66... ...
Making optimal use of both public and commercial data requires care, Ng explained. For example, she and her colleagues are developing a bridge between UPCs and USDA food codes so they can compare changes in calories sold and purchased with reports of calories consumed over time and use commercial nutrition data to update the USDA food composition data.
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From page 67... ...
They recognize the importance of evaluating interventions that make use of media messages to understand their relative effectiveness. Many view randomized controlled trials as the optimal way to conduct such evaluations, Hornik explained, but in his view these trials are not always the gold standard for evaluating large-scale communication and social marketing programs.
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From page 68... ...
In Hornik's view, randomized controlled trials are better suited to detect large, quick changes, but small, slow changes can be important as well. Another issue is that social marketing campaigns are not fixed in the same way as drug or vaccine trials.
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From page 69... ...
This sort of design, Hornik noted, is appropriate when roughly comparable media markets are likely to have received different levels of exposure to a message, so one can make a case that the differential exposure is the only difference between them that can reasonably account for different outcomes. Interrupted time series studies are another option, Hornik noted.
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From page 70... ...
. In Hornik's view, each of these methods offers a reasonable alternative to randomized controlled trials in some contexts (although he noted that quasi-experiments may be less useful than the other approaches)
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From page 71... ...
"It's the first step," she argued. Hornik responded that raising awareness should not be the only goal for a social marketing campaign.
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From page 72... ...
2008. Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence.
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