February 16, 2000
For Information Contact: Ted
Apostol (602) 707-0050
State Sponsored Advertising Endorsed by Phoenix Adults
Anti-smoking, Anti-drugs, Anti-drinking-and-driving, and Sexual Abstinence
Adults in metro Phoenix strongly endorse state-sponsored advertising against smoking, drinking and driving, and other messages, according to just-released survey results from WestGroup Research.
Nine out of 10 (91%) of the adults surveyed think it is at least somewhat important to encourage people toward better health habits with these ads, with 71% deeming it "very important." In a study conducted by WestGroup in January, metro Phoenix respondents were asked questions concerning public service advertising that encourages people to quit smoking, not to drink and drive, not to use tobacco, not to use illegal drugs and encourages teenagers not to have sex.
The strongest support (very important) is among women (77%), people over 50 years of age (76%), those with incomes under $55,000 (77%) and retirees (73%). A total of 358 adult residents in the metro Phoenix area were interviewed by telephone at random. Results are accurate at 95% confidence within plus or minus 5.3%. The survey was conducted using the monthly telephone study WestTrack Market Monitor.
Virtually all respondents (96% to 98%) recall seeing or hearing ads that encourage people to quit smoking, not use tobacco, and not to drink and drive. Reaction to these ads was mostly favorable among those aware. The vast majority gave responses indicating good reception to the ads (very favorable): "quit smoking" (72%), "don't use tobacco" (69%), and "don't drink and drive" (82%).
Anti-drug advertising was recalled by 91%, with 77% "very favorable."
"These numbers demonstrate and confirm the public's support for governmental initiatives such as the prevention and cessation of drug-use," said Mirja Linton of Riester~Robb, responsible for current anti-tobacco ads for the State of Arizona. "While individuals may not always agree with the executional style or type of message promoted, they appreciate the overall efforts undertaken."
Slightly fewer (83%) remembered seeing recent state-funded advertising encouraging teens not to have sex, with 69% reacting "very favorably" to this message. Women were more likely than men to say they have a favorable opinion toward sexual abstinence ads (76% vs. 62%). Interestingly, favorability decreased as income increased - only 57% of those who earn more than $75,000 annually said they were very favorable, compared to 78% of those who earn less than $25,000.
"Apparently, higher income lifestyles create greater skepticism that urging teens to abstain from sex won't work," said Ted Apostol, President of WestGroup Research. "Still, the majority of high income households said they favor the advertising effort."
WestGroup Research, was established in 1959. WestGroup provides answers to clients through telephone interviewing, focus groups, mystery shoppers, data services and expert analysis.
Awareness of Advertising
Have you seen or heard any advertising that _______?
| Concept | "Yes" |
| Encourages people to quit smoking | 98% |
| Encourages people not to drink and drive | 97% |
| Encourages people not to use tobacco | 96% |
| Encourages people not to use illegal drugs | 91% |
| Encourages teenagers not to have sex | 83% |
Reaction to Advertising
(IF AWARE) Would you say your reaction to this advertising is very favorable, somewhat favorable, or not favorable?
| Concept (Among those aware of advertising) | Very Favorable |
| Encourages people not to drink and drive | 82% |
| Encourages people not to use illegal drugs | 77% |
| Encourages people to quit smoking | 72% |
| Encourages people not to use tobacco | 69% |
| Encourages teenagers not to have sex | 69% |
Importance of State Advertising
The State of Arizona does some of this advertising. How important do you think it is that the state advertise to encourage people in these ways?
| Importance | % |
| Very important | 71% |
| Somewhat important | 20% |
| Not important | 6% |
| No opinion | 3% |
