Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

[摘要] BackgroundReflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions.

[学科分类] 卫生学

[关键词] smoking cessation;cost-effectiveness;mass media;public health;digital media;television