Designing an effective counteradvertising campaign -Oregon

  • Bjornson W
  • Moore J
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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.

Author-supplied keywords

  • Advertising as Topic
  • Education
  • Humans
  • Mass Media
  • Oregon
  • Program Development
  • Public Health
  • Smoking
  • Smoking: prevention & control
  • Tobacco Industry

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  • W Bjornson

  • J M Moore

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