Analyisis of social addvertising effectiveness to reduce smoking among youth in Kazakhstan
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Keywords:
Social advertising, antismoking advertising, noncommer cial advertising, marketing manipulation.Abstract
The purpose of the current paper is to examine the impact of social ad vertising to reduce smoking among youth in Kazakhstan. The effectiveness of social advertising personal health threat and the treat of passive smoking were measured with the use of factor and regression analysis on a sample of 466 respondents. The findings indicate statistically significant impact of advertising depicturing the threats of passive smoking to others, whereas the advertising message with treat to personal health was not proved to be statistically significant. Recommendations are given as to develop more effective social advertising.References
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15. Pierce J. P., Choi W. S., Gilpin, E. A., Farkas A. J., Merritt R. K. Validation of Susceptibility as a Predictor of Which Ado-lescents Take Up Smoking in the United States. // Health Psychology. – 1996. 15 (5). – 355–61 p.
16. Михайлов A. Ученые обнаружили неэффективность страшной антитабачной рекламы.// RBK Daily. – 26.08.2011. http://www.rbcdaily.ru/autonews/562949981338881
1. The Law on Advertising of Republic of Kazakhstan, art. 18.
2. Kovalyova A.V. Social advertisement peculiarities of the regional non commercial organizations // Municipality World –
2005, № 1-2.
3. Uchyonova V.V., Staryh N.V. Social advertisement: Manual.– М.: IndexMedia, 2006. – 304 с (с 23 - 24).
4. Sergeev S. Social advertisement. – М.: Barah-М, 2006.
5. Nikolaishvili G. Social advertisement: theory and practice. – М.: Aspect-press 2008. – S. 8.
6. Pechmann C., Zhao G., Goldberg M. E., Reibling E. T. What to Convey in Antismoking Advertisements for Adolescents:
The Use of Protection Motivation Theory to Identify Effective Message Themes // Journal of Marketing, – 2003. 67 (April), – 1-18 p.
7. Farrelly, M. C., Healton, C. C., Davis, K. C., Messeri, P., Hersey, J. C., Haviland, M. L. Getting to the Thuth: Evaluating
National Tobacco Countermarketing Campaigns // American Journal of Public Health. – 2002–Vol. 92 (6), – 901-908 p.
8. Wakefild, M., Flay, B., Nichter, M., Giovino. Effects of Anti-Smoking Advertising on Youth Smoking: A Review // Journal
of Health Communication. – 2003. –Vol. 8(3), – 229-247 p.
9. Devlin E, Eadie D, Stead M, Evans K. Comparative study of young people’s response to anti-smoking messages // Journal:
International Journal of Advertising, – 2007, –Volume: 26 Issue: 1 – P.99-128 .
10. Lancaster, A.R., Lancaster, K.M. Teenage exposure to cigarette advertising in popular consumer magazines // Journal of
Advertising. – 2003. – Vol. 32(3), – 69-76 p.
11. Reardon, J., Miller, C., Foubert, B., Vida, I., Rybina, L. Antismoking messages for the international teenage segment: the
effectiveness of message valence and intensity across different cultures // Journal of International Marketing. – 2006. – Vol. 14(3),
– 115-38 p.
12. Barton, J., Chassin, L., Presson, C. C., Sherman, S. J. Social Image Factors as Motivators of Smoking Initiation in Early and
Middle Adolescence // Child Development. – 1982. – Vol. 53, – 1499-1511 p.
13. Wolburg, J. M. College Students’ Responses to Antismoking Messages: Denial, Defiance, and other Boomerang Effects //
The Journal of Consumer Affairs. – 2006. Vol. 40(2), 294-323.
14. Mitchell A., Olson J. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? // Journal
of Marketing Research. – 1981. 13 (August), – 318–32 p.
15. Pierce J. P., Choi W. S., Gilpin, E. A., Farkas A. J., Merritt R. K. Validation of Susceptibility as a Predictor of Which Ado-
lescents Take Up Smoking in the United States. // Health Psychology. – 1996. 15 (5), – 355–61 p.
16. Mihailov A. Scientists have found non effectiveness of the horrible anti – tobacco advertesment // RBK Daily. – 26.08.2011.
http://www.rbcdaily.ru/autonews/562949981338881
2. Ковалёва А. В. Особенности социальной рекламы региональных некоммерческих организаций // Му ниципалитетный мир – 2005, №1-2.
3. Ученова В. В., Старых Н. В. Социальная реклама: учебное пособие.– М.: ИндексМедиа, 2006. – 304 с (с 23 - 24).
4. Сергеев С. Социальная реклама. – М.: Барах-М, 2006.
5. Николайшвили Г. Со циальная реклама: теория и практика. – М.: Акспект-пресс, 2008, – с. 8.
6. Pechmann C., Zhao G., Goldberg M. E., Reibling E. T. What to Convey in Antismoking Advertisements for Adolescents: The Use of Protection Motivation Theory to Identify Effective Message Themes // Journal of Marketing, – 2003. 67 (April), – 1-18 p.
7. Farrelly, M. C., Healton, C. C., Davis, K. C., Messeri, P., Hersey, J. C., Haviland, M. L. Getting to the Thuth: Evaluating National Tobacco Countermarketing Campaigns // American Journal of Public Health. – 2002–Vol. 92 (6), – 901-908 p.
8. Wakefild, M., Flay, B., Nichter, M., Giovino. Effects of Anti-Smoking Advertising on Youth Smoking: A Review // Journal of Health Communication. – 2003. –Vol. 8(3), – 229-247 p.
9. Devlin E, Eadie D, Stead M, Evans K. Comparative study of young people’s response to anti-smoking messages // Journal: International Journal of Advertising, – 2007, –Volume: 26 Issue: 1 – P.99-128 .
10. Lancaster, A.R., Lancaster, K.M. Teenage exposure to cigarette advertising in popular consumer magazines // Journal of Advertising. – 2003. – Vol. 32(3), – 69-76 p.
11. Reardon, J., Miller, C., Foubert, B., Vida, I., Rybina, L. Antismoking messages for the international teenage segment: the effectiveness of message valence and intensity across different cultures // Journal of International Marketing. – 2006. – Vol. 14(3), – 115-38 p.
12. Barton, J., Chassin, L., Presson, C. C., Sherman, S. J. Social Image Factors as Motivators of Smoking Initiation in Early and Middle Adolescence // Child Development. – 1982. – Vol. 53. – 1499-1511 p.
13. Wolburg, J. M. College Students’ Responses to Antismoking Messages: Denial, Defiance, and other Boomerang Effects // The Journal of Consumer Affairs. – 2006. Vol. 40(2), 294-323.
14. Mitchell A., Olson J. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? // Journal of Marketing Research. – 1981. 13 (August), – 318–32 p.
15. Pierce J. P., Choi W. S., Gilpin, E. A., Farkas A. J., Merritt R. K. Validation of Susceptibility as a Predictor of Which Ado-lescents Take Up Smoking in the United States. // Health Psychology. – 1996. 15 (5). – 355–61 p.
16. Михайлов A. Ученые обнаружили неэффективность страшной антитабачной рекламы.// RBK Daily. – 26.08.2011. http://www.rbcdaily.ru/autonews/562949981338881
1. The Law on Advertising of Republic of Kazakhstan, art. 18.
2. Kovalyova A.V. Social advertisement peculiarities of the regional non commercial organizations // Municipality World –
2005, № 1-2.
3. Uchyonova V.V., Staryh N.V. Social advertisement: Manual.– М.: IndexMedia, 2006. – 304 с (с 23 - 24).
4. Sergeev S. Social advertisement. – М.: Barah-М, 2006.
5. Nikolaishvili G. Social advertisement: theory and practice. – М.: Aspect-press 2008. – S. 8.
6. Pechmann C., Zhao G., Goldberg M. E., Reibling E. T. What to Convey in Antismoking Advertisements for Adolescents:
The Use of Protection Motivation Theory to Identify Effective Message Themes // Journal of Marketing, – 2003. 67 (April), – 1-18 p.
7. Farrelly, M. C., Healton, C. C., Davis, K. C., Messeri, P., Hersey, J. C., Haviland, M. L. Getting to the Thuth: Evaluating
National Tobacco Countermarketing Campaigns // American Journal of Public Health. – 2002–Vol. 92 (6), – 901-908 p.
8. Wakefild, M., Flay, B., Nichter, M., Giovino. Effects of Anti-Smoking Advertising on Youth Smoking: A Review // Journal
of Health Communication. – 2003. –Vol. 8(3), – 229-247 p.
9. Devlin E, Eadie D, Stead M, Evans K. Comparative study of young people’s response to anti-smoking messages // Journal:
International Journal of Advertising, – 2007, –Volume: 26 Issue: 1 – P.99-128 .
10. Lancaster, A.R., Lancaster, K.M. Teenage exposure to cigarette advertising in popular consumer magazines // Journal of
Advertising. – 2003. – Vol. 32(3), – 69-76 p.
11. Reardon, J., Miller, C., Foubert, B., Vida, I., Rybina, L. Antismoking messages for the international teenage segment: the
effectiveness of message valence and intensity across different cultures // Journal of International Marketing. – 2006. – Vol. 14(3),
– 115-38 p.
12. Barton, J., Chassin, L., Presson, C. C., Sherman, S. J. Social Image Factors as Motivators of Smoking Initiation in Early and
Middle Adolescence // Child Development. – 1982. – Vol. 53, – 1499-1511 p.
13. Wolburg, J. M. College Students’ Responses to Antismoking Messages: Denial, Defiance, and other Boomerang Effects //
The Journal of Consumer Affairs. – 2006. Vol. 40(2), 294-323.
14. Mitchell A., Olson J. Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? // Journal
of Marketing Research. – 1981. 13 (August), – 318–32 p.
15. Pierce J. P., Choi W. S., Gilpin, E. A., Farkas A. J., Merritt R. K. Validation of Susceptibility as a Predictor of Which Ado-
lescents Take Up Smoking in the United States. // Health Psychology. – 1996. 15 (5), – 355–61 p.
16. Mihailov A. Scientists have found non effectiveness of the horrible anti – tobacco advertesment // RBK Daily. – 26.08.2011.
http://www.rbcdaily.ru/autonews/562949981338881
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Rybina Е. V., Alpeissova А. Т., & Dossova, S. N. (2015). Analyisis of social addvertising effectiveness to reduce smoking among youth in Kazakhstan. The Journal of Psychology &Amp; Sociology, 53(2). Retrieved from https://bulletin-psysoc.kaznu.kz/index.php/1-psy/article/view/248
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