Premium
Designing an effective counteradvertising campaign‐Massachusetts
Author(s) -
Miller Anne
Publication year - 1998
Publication title -
cancer
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.052
H-Index - 304
eISSN - 1097-0142
pISSN - 0008-543X
DOI - 10.1002/(sici)1097-0142(19981215)83:12a+<2742::aid-cncr16>3.0.co;2-a
Subject(s) - medicine , miller , media campaign , gerontology , tobacco use , environmental health , advertising , population , ecology , business , biology
OVERVIEW In this report, the author reviews the major lessons from the Massachusetts tobacco counteradvertising efforts. Ms. Miller ties in the Massachusetts three‐pronged campaign of youth prevention, adult cessation, and public support with focus group‐tested counteradvertising strategies. Cancer 1998;83:2742‐2745. © 1998 American Cancer Society.