Planning an effective anti-smoking mass media campaign targeting adolescents.
This article addresses the following issues: Can an anti-smoking 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 copy-testing research, and outcome evaluations. It is concluded that comprehensive strategic planning and extensive research at all phases of the campaign are essential to success.
Pechmann
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Graduate School of Management, University of California, Irvine 92697, USA. cpechman@uci.edu
Reibling
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D000293:Adolescent; D000294:Adolescent Behavior; D000329:Advertising; D001294:Attitude to Health; D017144:Focus Groups; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006285:Health Planning / Q000379:methods*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D020380:Needs Assessment; D015995:Prevalence; D016730:Program Development / Q000379:methods*; D000297:Psychology, Adolescent; D012572:School Health Services; D012907:Smoking / Q000453:epidemiology; D000074606:Smoking Prevention; D014481:United States / Q000453:epidemiology