✦ LIBER ✦

Designing an effective counteradvertising campaign-California

✍ Scribed by Colleen Stevens

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+<2736::aid-cncr15>3.0.co;2-2

No coin nor oath required. For personal study only.

✦ Synopsis

In this report, the author shares some of the basic lessons learned in conducting a tobacco education and prevention media campaign for the state of California over the past 9 years. She highlights the three most fundamental lessons: 1) the qualities to look for in an advertising/public relations agency, 2) the importance of integrating a media campaign with other tobacco control activities, and 3) the most successful advertising strategies.

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