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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