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Designing an effective counteradvertising campaign‐Arizona
Author(s) -
Riester Tim,
Linton Mirja
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+<2746::aid-cncr17>3.0.co;2-w
Subject(s) - media campaign , medicine , advertising , public relations , political science , business
OVERVIEW 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. Cancer 1998;83:2746‐2751. © 1998 American Cancer Society.