Protocol - Interpersonal Communication about Anti-tobacco Advertising

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This protocol includes two questions from the Evaluation of the Public Education Campaign on Teen Tobacco (ExPECTT-B) questionnaire. The first question assesses whether respondents talked about an anti-tobacco advertisement. If respondents have discussed the advertisement, they are asked follow-up items to determine their receptivity to the message. The second question asks specific questions related to the goals and objectives of the message. Thus, these secondary questions will vary by execution.

Specific Instructions

This protocol is typically administered after asking about confirmed and/or aided awareness of an anti-tobacco advertisement(s). Aided and confirmed awareness capture awareness of a specific advertisement. In assessing aided awareness, respondents are provided with specific details of an advertisement and asked to confirm whether they have seen the advertisement; in assessing confirmed awareness, respondents are required to provide additional details about the advertisement.

Once respondents indicate recognition or recall of an advertisement, respondents should be asked whether they talked to anyone about the advertisement(s) (item #1 below). If the respondent answers "yes," they should be asked what topics were discussed (item #2).

In addition, the WG recommends that investigators consider clearly defining "tobacco products" by noting whether that definition includes or excludes certain types of related products based on these criteria: products that are intended for human consumption; made or derived from tobacco; typically contain nicotine, but sometimes do not; and are not Food and Drug Administration-approved tobacco-cessation products.


1. Did you talk to anyone about this ad?

[ ] Yes

[ ] No

2. When you talked about this ad, did you talk about any of the following topics?

[ ] Yes

[ ] No


These ads were good

These ads were NOT good

I should not smoke

The person I was talking to or someone else I know should not smoke

Other, specify________________________



Personnel and Training Required


Equipment Needs


Requirement CategoryRequired
Major equipment No
Specialized training No
Specialized requirements for biospecimen collection No
Average time of greater than 15 minutes in an unaffected individual No
Mode of Administration

Self-administered or interviewer-administered questionnaire


Child, Adolescent, Adult


Adults and youth

Selection Rationale

Anti-smoking advertisements that prompt interpersonal discussion have been demonstrated to have greater impact on smoking decisions.



caDSR Form PhenX PX750501 - Interpersonal Communication About Antitobacco Advertisi 6248336 caDSR Form
Derived Variables


Process and Review

Not applicable.

Protocol Name from Source

Evaluation of the Public Education Campaign on Teen Tobacco (ExPECTT-B) questionnaire


U.S. Food and Drug Administration (FDA). The Real Cost: Research + Evaluation. www.fda.gov/downloads/TobaccoProducts/PublicHealthEducation/PublicEducationCampaigns/TheRealCostCampaign/UCM384308.pdf

General References

Dunlop, S. M., Cotter, T., & Perez, D. (2014). When your smoking is not just about you: antismoking advertising, interpersonal pressure, and quitting outcomes. Journal of Health Communication, 19(1), 41-56.

Dunlop, S. M., Wakefield, M., & Kashima, Y. (2008). The contribution of antismoking advertising to quitting: intra- and interpersonal processes. Journal of Health Communication, 13(3), 250-266.

Durkin, S., & Wakefield, M. (2006). Maximising the impact of emotive anti-tobacco advertising: Effects of interpersonal discussion and program placement. Social Marketing Quarterly, 12(3), 3-14.

Hafstad, A., & Aaro, L. E. (1997). Activating interpersonal influence through provocative appeals: Evaluation of a mass media-based antismoking campaign targeting adolescents. Health Communication, 9, 253-72.

McAfee, T., Davis, K. C., Alexander, R. L., Jr., Pechacek, T. F., & Bunnell, R. (2013). Effect of the first federally funded U.S. antismoking national media campaign. Lancet, 382(9909), 2003-2011.

Van den Putte, B., Yzer, M., Southwell, B. G., de Brujin, G. J., & Willemsen, M. C. (2011). Interpersonal communication as an indirect pathway for the effect of antismoking media content on smoking cessation. Journal of Health Communication, 16, 470-485.

Protocol ID


Export Variables
Variable Name Variable IDVariable DescriptiondbGaP Mapping
PX750501010000 Did you talk to anyone about this ad? N/A
PX750501020100 When you talked about this ad, did you talk more
about any of the following topics? show less
PX750501020200 When you talked about this ad, did you talk more
about any of the following topics? show less
Tobacco Regulatory Research: Environment
Measure Name

Interpersonal Communication about Anti-tobacco Advertising

Release Date

June 24, 2015


This measure assesses whether respondents have talked about anti-tobacco advertising to which they were exposed and also assesses topics discussed.


The purpose of this measure is to evaluate whether respondents discussed an anti-tobacco advertisement or media campaign with friends, family, and/or others. Talking to others about an advertisement or campaign typically reflects higher engagement with the message.


interpersonal communication about anti-tobacco advertising, Interpersonal communication, anti-tobacco advertising, media, campaign, receptivity, smoke, smoking, anti-smoking, The Real Cost Evaluation, U.S. Food and Drug Administration, FDA, Evaluation of the Public Education Campaign on Teen Tobacco, ExPECTT-B, advertising, conversations

Measure Protocols
Protocol ID Protocol Name
750501 Interpersonal Communication about Anti-tobacco Advertising

Garcia-Cazarin, M.L., Mandal, R.J., Grana, R., Wanke, K.L., Meissner, H. (2020) Host-agent-vector-environment measures for electronic cigarette research used in NIH grants. Tobacco Control. 2020 January; 29(1). doi: 10.1136/tobaccocontrol-2017-054032