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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Overview of the Counter-Marketing Manual
Designing and Implementing an Effective Tobacco Counter-Marketing Campaign is
for tobacco control program staff in state health departments and national organizations.
This comprehensive 450-page document takes
the reader step-by-step through the development and implementation of
a tobacco counter-marketing campaign. The manual
- Provides examples
of what has worked successfully in tobacco control and prevention
media campaigns over the last dozen years
- Includes samples of key documents used throughout the process of
developing successful campaigns
How To Use This Manual
This manual is designed
to help readers at different levels of experience
who are managing programs at different stages of development.
Don’t feel that you have to read the manual from cover to cover.
We suggest that you begin by reading
Chapter 1: Overview of Counter-Marketing
Programs
(PDF–129KB). Then feel free to skip some chapters, read other chapters
more thoroughly, or move directly to the subjects that are most
pertinent to your needs.*
* Although the
components of counter-marketing are presented separately in this manual,
they work together to strengthen the impact of the overall campaign;
one or two successful components will not be enough to achieve your program
goals. The art of tobacco counter-marketing is in blending and balancing
the various components into a coherent, effective whole.
Table of Contents
Page last reviewed 06/18/2007
Page last modified 06/18/2007