Stevens C
Media Campaign Unit, Tobacco Control Section, Department of Health Services, Sacramento, California 94234-7320, USA.
Cancer. 1998 Dec 15;83(12 Suppl Robert):2736-41. doi: 10.1002/(sici)1097-0142(19981215)83:12a+<2736::aid-cncr15>3.0.co;2-2.
In this report, the author shares some of the basic lessons learned in conducting a tobacco education and prevention media campaign for the state of California over the past 9 years. She highlights the three most fundamental lessons: 1) the qualities to look for in an advertising/public relations agency, 2) the importance of integrating a media campaign with other tobacco control activities, and 3) the most successful advertising strategies.
在本报告中，作者分享了过去九年来在为加利福尼亚州开展烟草教育与预防媒体宣传活动中所学到的一些基本经验。她着重强调了三条最基本的经验：1）在广告/公关机构中应寻找的特质；2）将媒体宣传活动与其他烟草控制活动相结合的重要性；3）最成功的广告策略。
