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Table 1 Variables included in the multivariate regression analyses

From: The relation between media promotions and service volume for a statewide tobacco quitline and a web-based cessation program

Variables Description Question One Question Two
Dependent Variables    
Quitline call volume Natural log of the number of weekly calls to the quitline toll-free number as recorded in telephone service call records X X
Web program registrations Natural log of the number of weekly online registrations for the web cessation program X X
Independent Variables    
Television and radio TRPs Sum of weekly TRPs for television and radio cessation ads, secondhand smoke ads, and smoke-free law ads X  
Cessation TV campaign A binary variable for each week indicating if there was television advertising for the cessation campaign   X
Cessation print campaign A binary variable for each week indicating if there was print advertising for the cessation campaign   X
Cessation radio campaign A binary variable for each week indicating if there was radio advertising for the cessation campaign   X
Cessation online campaign A binary variable for each week indicating if there was online advertising for the cessation campaign   X
Cessation out-of-home campaign A binary variable for each week indicating if there was out-of-home advertising for the cessation campaign   X
Cessation other campaign A binary variable for each week indicating if there was other advertising for the cessation campaign   X
Secondhand smoke TV campaign A binary variable for each week indicating if there was TV advertising for the secondhand smoke campaign   X
Secondhand smoke print campaign A binary variable for each week indicating if there was print advertising for the secondhand smoke campaign   X
Secondhand smoke radio campaign A binary variable for each week indicating if there was radio advertising for the secondhand smoke campaign   X
Secondhand smoke online campaign A binary variable for each week indicating if there was online advertising for the secondhand smoke campaign   X
Secondhand smoke out-of-home campaign A binary variable for each week indicating if there was out-of-home advertising for the secondhand smoke campaign   X
Secondhand smoke other campaign A binary variable for each week indicating if there was other advertising for the secondhand smoke campaign   X
Smoke-free law TV campaign A binary variable for each week indicating if there was TV advertising for the smoke-free law campaign   X
Smoke-free law restroom campaign A binary variable for each week indicating if there was restroom advertising for the smoke-free law campaign   X
Smoke-free law radio campaign A binary variable for each week indicating if there was radio advertising for the smoke-free law campaign   X
Covariates    
Week Week number; included to account for the linear trend in the data X X
Previous week's call volume A one week lag of the natural log of number of calls; included to account for week-to-week correlation in the residuals X X
Previous week's web registrations A one week lag of the natural log of number of web registrants; included to account for week-to-week correlation in the residuals X X
Gas Price Four-week moving average of gas price; included as a measure of economic stress X X
Health Impact Fee 75 cents increase in the cost of cigarettes (August 1, 2005); a binary variable coded 1 the week of 7/31/2005 (Peter Jenning's death coincides with Health Impact Fee) X X
Quit To Live ABC News month long special Quitting to Live: Fighting Lung Cancer - promotes 1-800-QUIT-NOW; a binary variable coded 1 the weeks of 10/30/2005 through 11/27/2005 X X
Big Butt Billboard Big Butt spectacular billboard launches; a binary variable coded 1 the weeks of 11/27/2005 through 12/25/2005 X X
Freedom To Breathe legislative session Freedom to Breathe (statewide smoke free law) legislation session debates (Nov. 2006 - June 2007); a binary variable coded 1 the weeks of 10/29/2006 through 6/24/2007 X X
Freedom To Breathe Law Freedom to Breathe signed into law (May 16, 07); a binary variable coded 1 the week of 5/13/2007 X X
Age Progression Software Launched age-progression software a binary variable coded 1 the week of 06/24/2007 X X
Freedom To Breathe Implementation Freedom to Breathe implements (October 1, 2007); a binary variable coded 1 the week of 9/30/2007 X X
Great American Smokeout Great American Smokeout (third Thursday of November - every year); a binary variable coded 1 the weeks of 11/13/2005, 11/12/2006, and 11/11/2007 X X
New Year's Resolutions New Year resolution; a binary variable coded 1 the weeks of 1/1/2006, 12/31/2006, and 12/30/2007 X X
Minnesota State Fair Booth QUITPLAN Services booth at the Minnesota State Fair; a binary variable coded 1 the weeks of 8/21/05-9/4/05, 8/20/06-9/3/06, and 8/19/07-9/2/07 X X
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