Flemington, NJ, January 21, 2010 – A new media study among 300 viewers of a new Nicorette gum ad revealed that nearly half of smokers (49%) were more likely to try to quit smoking after viewing the ad.
The study was conducted during January 19-20 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a recent Nicorette gum ad which uses the word “sucks” to illustrate how hard it is to quit smoking cigarettes. To view detailed results go to: www.mediacurves.com.
The majority of viewers (80%) reported that the ad was extremely or somewhat effective, and more than one-third of smokers (34%) indicated that they would be more likely to use Nicorette gum to try to quit smoking.
Among smokers and non-smokers, 23% of smokers rated the use of the word “sucks” to be “extremely appropriate” after viewing the ad, compared to 16% of non-smokers who rated the word to be extremely appropriate after viewing the ad.
Among the findings:
Overall, how effective do you think this advertisement was?
|
|
Total |
|
Extremely effective |
32% |
|
Somewhat effective |
48% |
|
Not at all effective |
20% |
Are you more likely to try to quit smoking after viewing this advertisement?
(Of respondents who have smoked cigarettes)
|
|
Total |
|
Yes, I am more likely to use Nictorette gum to try to quit smoking |
34% |
|
Yes, but I am no more likely to use Nictorette gum to try to quit smoking |
15% |
|
No |
52% |
How appropriate is it to use the word “sucks”?
|
|
Before Video Smokers |
Before Video Non-smokers |
After Video Smokers |
After Video Non-smokers |
|
Extremely Appropriate |
15% |
6% |
23% |
16% |
|
Appropriate |
40% |
42% |
49% |
49% |
|
Inappropriate |
34% |
43% |
20% |
31% |
|
Extremely inappropriate |
11% |
9% |
8% |
4% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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