Designing and Implementing an Effective Tobacco Counter ...
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: mcrc@
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 Cessation ..................349
Appendix 3.2: Sample Recruitment Screener for Individual Interviews To Test
Advertisements and Ad Concepts ..................................................................................................................351
Appendix 3.3: Moderator's Guide for Focus Groups With Smokers ................................................................354
Appendix 3.4: Sample Moderator's Guide for Focus Groups To Test
Advertisements With Youth..............................................................................................................................360
Appendix 3.5: Sample Self-Administered Form To Test Fact Sheets ................................................................363
Appendix 3.6 : Sample Intercept Interview Questionnaire ..............................................................................366
Appendix 5.1: Examples of Inputs, Activities, Outputs, and Outcomes
for Counter-Marketing Programs ..................................................................................................................374
Appendix 5.2: Key Data Collection Tools and Methods ....................................................................................378
Appendix 5.3: Key Variables and Sample Items to Consider Including in Survey
of Target Population ........................................................................................................................................381
Appendix 6.1: Key Elements of a Request for Proposals (RFP) for a Media Campaign ................................386
Appendix 6.2: Questions and Answers on RFPs ................................................................................................394
Appendix 6.3: Elements of a Creative Brief ........................................................................................................409
Appendix 6.4: Creative Brief, Florida....................................................................................................................413
Appendix 6.5: Creative Brief, Centers for Disease Control and Prevention
and World Health Organization ......................................................................................................................415
Appendix 6.6: Creative Brief, Centers for Disease Control and Prevention ....................................................418
Appendix 7.1: Sample Advertising Comment Organizer ..................................................................................419
Appendix 7.2: Sample Storyboard--"Carnival" ..................................................................................................421
Appendix 7.3: Sample Storyboard--"Drive" ......................................................................................................422
Appendix 8.1: Sample Printed Campaign Newsletter........................................................................................423
Appendix 8.2: Sample Online Newsletter............................................................................................................427
Appendix 8.3: Sample Editorial ............................................................................................................................431
Appendix 8.4: Sample Letter to the Editor ..........................................................................................................432
Appendix 8.5: Sample Op-Ed ................................................................................................................................433
Appendix 8.6: Sample Spokesperson Profile Sheet ............................................................................................435
Appendix 8.7: Sample Pitch Letter ......................................................................................................................437
Appendix 8.8: Sample News Release....................................................................................................................438
Appendix 8.9: Sample Fact Sheet..........................................................................................................................440
Appendix 8.10: Media Contact Record ................................................................................................................445
Appendix 10.1: Georgia Burden of Tobacco Brochure ......................................................................................446
Feedback Form ............................................................................................................................................................456
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