運用置入性行銷促進群眾對菸害之認知

Apply Placement Marketing to Improve the Public Recognition of Tobacco Hazard

朱翠燕(True-Yen Chu) ； 李素卿(Su-Ching Lee) ； 林珊如(Shan-Ru Lin) ； 張宜華(Yi-Hua Chang)

《北市醫學雜誌》 6卷2期 (2009/04) Pp. 129-136

摘要

根據行政院衛生署資料呈現，2007年癌症死因首位為肺癌。所有肺癌患者中有90%為吸菸者，可見抽菸和肺癌相關甚大。行政院衛生署更於民國96年7月11日修正菸害防制法並積極宣導、提供經費及獎勵醫療機構辦理戒菸相關作業。台北市於2007年度有185間醫療院所開立戒菸門診提供18,810診次，而門診戒菸人數只有7,026位。而吸菸態度、拒絕吸菸的自我認知、及正向的戒菸認知，將有助於戒菸成功；且戒菸成功的行為，來自於戒菸動機。如何誘發戒菸動機，值得深入探討。本專題規劃利用民眾至醫療機構等待看診的時間，運用置入性行銷方式，持續性、間歇的播映戒菸宣導短片。置入性行銷所強調的是「潛移默化」的概念，著重如何啟發戒菸動機以及提昇加入戒菸班的意願。此專題活動之目的，乃作為醫療人員舉辦戒菸班前的宣導，並藉由民眾填寫觀看「菸菸一息」宣導短片後及參加戒菸班課程意願的問卷調查，做為戒菸班開設前的計畫和活動執行的依據，期待藉以提昇戒菸的成效及達成戒菸目標。

關鍵字

置入性行銷 ； 菸害防治 ； 戒菸

並列摘要

According to the statistics from Department of Health of the Executive Yuan, lung cancer is the first cause of death in 2007. All patients with lung cancer in 90 percent are smokers, so we can say that smoking and lung cancer are related. Department of Health of Executive Yuan in Taiwan amended the tobacco control laws on July 11, 96, and actively promoted and provided incentives for the Advisory for quitting medical institutions. In 2007, 185 medical institutions provided 18,810 smoking cessation clinics in Taipei, but there are just 7,026 patients. Smoking attitude, self-efficacy for anti-smoking and positive attitude for quitting smoking health education will help the smoking cessation, so the smoking cessation is from the quitting motivation. Therefore, how to induce quitting motivation is worth to discuss. While patients are waiting for diagnosis at the medical institutions, we can use product placement to play the short films about cessation continuing or intermittent. Product placement is emphasized on the ”subtle influence” the concept, how to inspire the quitting motivation and enhance the willing to attend the smoking cessation classes. These activities help the staff to promote the smoking cessation classes. Using the survey of short video-”The smoking person's life is critically ill” and the willingness of participate the smoking cessation classes, we can know the plan before the classes opened and implement the activities to enhance the effectiveness of smoking cessation and reach the goal.

並列關鍵字

placement marketing ； tobacco hazards ； cognition