Designing an effective counteradvertising campaign--Massachusetts.
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.
Miller
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Arnold Communications, Boston, Massachusetts 02119, USA.
D000293:Adolescent; D000294:Adolescent Behavior; D000328:Adult; D000329:Advertising; D017144:Focus Groups; D006801:Humans; D008402:Mass Media; D008404:Massachusetts; D016540:Smoking Cessation; D000074606:Smoking Prevention; D019460:Tobacco Industry