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Designing an effective counteradvertising campaign‐oregon
Author(s) -
Bjornson Wendy,
Moore Jane M.
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+<2752::aid-cncr18>3.0.co;2-3
Subject(s) - medicine , selection (genetic algorithm) , key (lock) , media campaign , advertising , computer science , artificial intelligence , computer security , business
OVERVIEW In this report, the authors describe the key components for development of the soon to be created counteradvertising campaign. Emphasis is placed on numerous factors, including training, selection of target groups, the need for multiple media channels, and scientific assessment of media strategies. Cancer 1998;83:2752‐2754. © 1998 American Cancer Society.