设计一场有效的抵制广告宣传活动——马萨诸塞州
Designing an effective counteradvertising campaign--Massachusetts.
作者信息
Miller A
机构信息
Arnold Communications, Boston, Massachusetts 02119, USA.
出版信息
Cancer. 1998 Dec 15;83(12 Suppl Robert):2742-5. doi: 10.1002/(sici)1097-0142(19981215)83:12a+<2742::aid-cncr16>3.0.co;2-a.
Abstract
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.
摘要
在本报告中，作者回顾了马萨诸塞州烟草抵制广告活动的主要经验教训。米勒女士将马萨诸塞州针对青少年预防、成年人戒烟和公众支持的三管齐下的活动与经过焦点小组测试的抵制广告策略结合起来。
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