Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Key Guidance
Atlanta, GA: Centers for Disease Control and Prevention (CDC) (2003), 456 pp.
Contains directory pp. 297-330, glossary pp. 331-342
"This manual is designed to be a comprehensive resource for state health departments and other agencies and organizations in developing and implementing tobacco counter-marketing campaigns. It is designed to help readers who have different levels of experience and are managing programs at different stages of development [...] The first half of the manual focuses on planning and preparation, and the second half addresses specific counter-marketing techniques. The manual also includes a list of resource organizations, appendices relevant to topics found in individual chapters, and a glossary." (Introduction)
Introduction: How to Use this Manual, 9
1 Overview of Counter-Marketing Programs, 13
2 Planning Your Counter-Marketing Program, 21
3 Gaining and Using Target Audience Insights, 51
4 Reaching Specific Populations, 87
5 Evaluating the Success of Your Counter-Marketing Program, 109
6 Managing and Implementing Your Counter-Marketing Program, 143
7 Advertising, 163
8 Public Relations, 201
9 Media Advocacy, 245
10 Grassroots Marketing, 267
11 Media Literacy, 281
1 Overview of Counter-Marketing Programs, 13
2 Planning Your Counter-Marketing Program, 21
3 Gaining and Using Target Audience Insights, 51
4 Reaching Specific Populations, 87
5 Evaluating the Success of Your Counter-Marketing Program, 109
6 Managing and Implementing Your Counter-Marketing Program, 143
7 Advertising, 163
8 Public Relations, 201
9 Media Advocacy, 245
10 Grassroots Marketing, 267
11 Media Literacy, 281
