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Evaluation of the National Youth Anti-Drug Media Campaign:
Fourth Semi-Annual Report of Findings


Table of Contents
(PDF version) 77 kb

Evaluation of the National Youth Anti-Drug Media Campaign cover

Entire Document in PDF
(4.4 mb)

Chapter

Highlights of the Report (80.6 kb)
Executive Summary (267 kb)

  1. Introduction (172 kb)
    1.1  Nature of the Media Campaign in Phase
           III
    1.2  Paid and Donated Advertising
    1.3  Public Communications Activities
    1.4  Administrative Structure for the
           Evaluation
    1.5  Structure of the Report
           References
  2. Summary of Evaluation Plan (238 kb)
    2.1   Models for Media Campaign Action
    2.2   Sample Design and Data Collection Methodology
    2.3   Sample Description
    2.4   Potential Analysis Modes
  3. Exposure to Anti-Drug Messages (401 kb)
    3.1   Media Buying Reports
    3.2   Recall of Exposure from NSPY Questionnaires
    3.3   Anti-Drug Related Education
    3.4   Anti-Drug Related Education
    3.5   Discussions about Drugs
    3.6   Perceptions of Media and Community Attention to Drug Use
    3.7   Summary and Conclusions
            References
  4. Trends in Youth Marijuana and Inhalant Use (169 kb)
    4.1   MTF Trends in Marijuana Use
    4.2   NSPY Trends in Marijuana Use
    4.3   NSPY Comparison with MTF and NHSDA Data
    4.4   Marijuana Offers
    4.5   NSPY, MTF, and NHSDA Trends in Inhalant Use
    4.6   Predictors of Marijuana Use and the Development of a Risk Model
    4.7  The Effects of Risk Group on Change in Marijuana Use
            References
  5. Campaign Effects on Youth (271 kb)
    5.1   The Logic of Inferences About Effects
    5.2   Development of Overall Scales, Combining Trial and Regular Use, and Summarizing Multiple Related Items
    5.3   Trends in Drug Attitudes and Beliefs and Intentions about Use of Marijuana among Nonusing 12- to 18-Year-Olds
    5.4   Cross-Sectional (Concurrent) Associations of Anti-Drug Advertising Exposure with Attitudes, Beliefs, and Intentions about Marijuana Use among 12- to 18-Year-Old Nonusers
    5.5   Summary and Discussion of Trend and Cross-sectional Results for Marijuana
    5.6   Campaign Effects on Inhalant Intentions and Attitudes Among Prior Nonusers
    5.7   Longitudinal Associations of Anti-Drug Advertising Exposure with Attitudes, Beliefs, and Intentions about Marijuana Use among 12- to 18-Year-Old Nonusers
    5.8   Summary and Discussion
            References
  6. Campaign Effects on Parents (299 kb)
    6.1   The Logic of Inference and the Development of Parent Outcome Scales
    6.2   Trends in Outcomes
    6.3   Cross-sectional Association of Advertising Exposure with Parent Outcomes
    6.4   Evidence of Association of Parent Exposure with Youth Behavior
    6.5   Longitudinal analyses of parent outcomes
    6.6   Discussion of Effects Results

DETAIL TABLES (1.28mb)

List of Appendices

  1. Sample Design, Development of Weights, Confidence Intervals and Data Suppression, and Geography (237 kb)
  2. Data Collection Methodology and Response Rates (146 kb)
  3. Methodology for Confounder Control (432 kb)
  4. Waves 1, 2, 3 and 4 - NSPY Anti.Drug Advertisements Shown to Respondents (97.9 kb)
  5. Construction of Exposure and Outcome Indices (172 kb)

QUESTIONNAIRES




Last Updated: December 8, 2003