✦ LIBER ✦

Designing an effective counteradvertising campaign-Arizona

✍ Scribed by Tim Riester; Mirja Linton

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 101 KB
Volume: 83
Category: Article
ISSN: 0008-543X
DOI: 10.1002/(sici)1097-0142(19981215)83:12a+<2746::aid-cncr17>3.0.co;2-w

No coin nor oath required. For personal study only.

✦ Synopsis

In this report, the authors describe an innovative antitobacco advertising campaign in Arizona that was aimed at youth. The campaign utilizes traditional as well as non-traditional methods of research to determine the attitudes, behavior and values of today's adolescents. These creative methodologies led to rigorously tested and well-received media strategies.

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