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Pechmann,
C. and E.T. Reibling (2000), "Planning an Effective Anti-Smoking
Mass Media Campaign Targeting Adolescents," Journal of Public Health
Management and Practice, 6 (3), 80-94.
article
abstract:
This paper addresses the following issues: Can an antismoking campaign
that depends largely on mass media vehicles effectively reduce adolescent
tobacco use? Why is an integrated campaign recommended and what are the
steps in designing such a campaign? How should the campaign be evaluated?
Specific topics include: recommended campaign expenditures, target audience
identification, selection of persuasive message content, executional (stylistic)
considerations, media buying decisions, the use of focus group research
and advertising copytesting research and outcome evaluations. It is concluded
that comprehensive strategic planning and extensive research at all phases
of the campaign are essential to success.
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(.pdf,
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www.aspenpublishers.com
Reprinted from Journal of
Public Health Management and Practice, 6:3, pp. 80-94, copyright 2000,
with the permission of Aspen Publishers, Inc. |
