Media Tracking Screener

Evaluation of the Food and Drug Administration's General Market Youth Tobacco Prevention Campaign

13 Rationale for Item Changes to the ExPECTT Media Tracking Instrument 0901-0753

Media Tracking Screener

OMB: 0910-0753

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Rationale for Items Added to or Removed From the ExPECTT Youth Media Tracking Instrument 12/17/14


Item Number

Description

Addition

Deletion

Edit

Rationale

Prior Approval Given by OMB

C1

Gender



X

This has been moved to the screener for quota

Oct 2013

C2

Ethnicity



X

This has been moved to the screener for quota

Oct 2013

C3

Race



X

This has been moved to the screener for quota

Oct 2013

A3_1a

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Skittles

X



Added to get a sense of brand awareness compared with popular teen brands


A3_1b

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Xbox

X



Added to get a sense of brand awareness compared with popular teen brands


A3_1c

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Proactiv

X



Added to get a sense of brand awareness compared with popular teen brands


A3_1

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Healthy Teen


X


Decided we did not need more than one fake brand


A3_2

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Rebellion


X


Decided we did not need more than one fake brand


A3_5

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Drop the Ash


X


Decided we did not need more than one fake brand


A3_6

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

Tips From Former Smokers (Tips)

X



Added to understand youth awareness of other tobacco control brands


A3_7

In the past 3 months, that is since [FILL DATE], have you seen or heard the following slogan or theme?

truth

X



Added to understand youth awareness of other tobacco control brands


A8_x

Ad awareness



X

Slight edit for clarity

NA

A8_ax

Frequency of awareness



X

Slight edit for clarity

NA

A9_x

Online ad awareness


X


Combined with A8_x


A9_ax

Frequency of online awareness


X


Combined with A8_ax


A9a.

Where have you seen or heard these ads? Check all that apply. [Channels]

Xx





A9bx.

Where have you seen these ads? Check all that apply. [Locations]

X





A9cx.

Where on the Internet have you seen these ads? Check all that apply.


X





A11_8

This ad is ridiculous



X

Changed to “This ad is silly” at request of media company

This item is similar to others approved in Oct 2013.

A11_14

This ad is annoying

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A11_15

This ad was difficult to watch

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A11_16

I can identify with what the ad says

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A11_17

This ad is different from other anti-tobacco ads I’ve seen or heard

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A12b_x.

On a scale of 1 to 5, indicate whether the ad made [INSERT TOBACCO PRODUCT] look like something you would or wouldn’t want to do.

The ad makes me want to USE/NOT USE tobacco

X



Added at request of media company


A13d_x.

Angry

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13e_x.

Ashamed

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13f_x.

Discouraged

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13g_x.

Hopeful

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13h_x.

Motivated

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13i_x.

Understood

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13j_x.

Amused

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13k_x.

Worried

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13l_x.

Disgusted or grossed out

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13m_x.

Happy

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A13n_x.

Uneasy

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A130_x.

Surprised

X



Added at request of media company

This item is similar to others approved in Oct 2013.

A14

After seeing this ad, did you look for more information online?


X



Added at request of media company


A15

After seeing this ad, did you visit [insert campaign name] website or Facebook page?


X



Added at request of media company


A16.

After seeing this ad, did you share [insert campaign name] YouTube channel with a friend?


X



Added at request of media company


A17.

After seeing this ad, did you mention it on social media?


X



Added at request of media company


A18

Did you talk to anyone about this ad?


X



Added at request of media company

This item is similar to one approved in Oct 2013.

A19

How often do your parents let you watch movies or videos that are rated R?




X

This is a duplicate item. The item appears later in the survey. It is not being removed.

NA

B14_1-20

Smokeless beliefs


X


We would like to drop these as they are not campaign-relevant


B15_99.

Menthol cigarettes are safer than non-menthol cigarettes

X



Added to capture perceptions of menthol risk

This item is similar to others approved in Oct 2013.








B16_1-8

Smokeless risk perceptions


X


We would like to drop these as they are not campaign-relevant


B18_1-6

Smokeless health outcomes


X


We would like to drop these as they are not campaign-relevant


B20_1-9

Smokeless ingredients


X


We would like to drop these as they are not campaign-relevant


B21_3

How many of your four closest friends…

Smoke menthol cigarettes?

X



Added to capture perceptions of menthol norms

This item is similar to others approved in Oct 2013.

E8_1.

How many others your age…Smoke cigarettes every day?

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

E8_2.

How many others your age…Smoke menthol cigarettes every day??

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

E8_3

How many others your age…Use smokeless tobacco, such as chewing tobacco, snuff, or dip every day?

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

E8_4.

How many others your age…Smoke cigarettes, but not every day?

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

E8_5.

How many others your age…Smoke menthol cigarettes, but not every day??

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

E8_6

How many others your age…Use smokeless tobacco, such as chewing tobacco, snuff, or dip, but not every day?

X



Added to capture social norms

This item is similar to others approved in Oct 2013.

F19_x

What is the main message of this ad?

X



Added to assess actual awareness


C3

Ethnicity



X

We have made this a check all that apply and removed the “no” option to reduce the effort required by respondent

This item is similar to one approved in Oct 2013.

C14.

What is your zip code?

X



This was added so we can understand sample characteristics related to region


C15.

What county do you live in?

X



This was added so we can understand sample characteristics related to region



File Typeapplication/vnd.openxmlformats-officedocument.wordprocessingml.document
AuthorAllen, Jane
File Modified0000-00-00
File Created2021-01-24

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