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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Designing and Implementing

an Effective Tobacco

Counter-Marketing Campaign

Suggested Citation Centers for Disease Control and Prevention. Designing and Implementing an Effective Tobacco

Counter-Marketing Campaign. Atlanta, Georgia: U.S. Department of Health and Human

Services, Centers for Disease Control and Prevention, National Center for Chronic Disease

Prevention and Health Promotion, Office on Smoking and Health, First Edition October 2003.

Ordering Information To order a copy of this publication, contact:

Office on Smoking and Health

Media Campaign Resource Center

Mail Stop K-50

4770 Buford Highway, NE

Atlanta, GA 30341-3717

770-488-5705; press 2

e-mail: [email protected]

www.cdc.gov/tobacco/mcrc

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Table of Contents

Acknowledgments ..........................................................................................................................................................5

Introduction: How to Use this Manual ........................................................................................................................9

Chapter 1: Overview of Counter-Marketing Programs ............................................................................................13

Chapter 2: Planning Your Counter-Marketing Program ..........................................................................................21

Chapter 3: Gaining and Using Target Audience Insights ........................................................................................51

Chapter 4: Reaching Specific Populations ................................................................................................................87

Chapter 5: Evaluating the Success of Your Counter-Marketing Program ............................................................109

Chapter 6: Managing and Implementing Your Counter-Marketing Program ....................................................143

Chapter 7: Advertising ................................................................................................................................................163

Chapter 8: Public Relations........................................................................................................................................201

Chapter 9: Media Advocacy ......................................................................................................................................245

Chapter 10: Grassroots Marketing ............................................................................................................................267

Chapter 11: Media Literacy........................................................................................................................................281

Resources and Tools....................................................................................................................................................297

Glossary ........................................................................................................................................................................331

Appendices ..................................................................................................................................................................343

Appendix 2.1: Counter-Marketing Planning Worksheet....................................................................................343

Appendix 3.1: Sample Recruitment Screener for Intercept Interviews on Smoking