Gauging the effects of mass media policies: what do we need to know?

J Public Health Manag Pract. 2000 May;6(3):95-106. doi: 10.1097/00124784-200006030-00014.


This article explores the components of an effective mass media policy and the role of mass media campaigns as part of a comprehensive set of tobacco control strategies. First, the main findings of the empirical literature are briefly reviewed. Then a framework for understanding mass media policies is developed showing the influence of concurrent tobacco control policies and the interrelationship between the two. A model will be presented that draws on concepts and research from the advertising and marketing literature, as well as from public health studies. A discussion of limitations of the extant literature and issues that warrant further examination will conclude.

Publication types

  • Review

MeSH terms

  • Advertising
  • Attitude to Health
  • Health Education / organization & administration*
  • Health Knowledge, Attitudes, Practice
  • Health Policy*
  • Humans
  • Marketing of Health Services
  • Mass Media*
  • Needs Assessment / organization & administration*
  • Program Evaluation / methods*
  • Smoking Prevention*
  • United States