Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

Designing and Implementing
an Effective Tobacco
Counter-Marketing Campaign
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. 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
- Acknowledgements [PDF–110 KB]pdf icon
- Introduction [PDF–98 KB]pdf icon
- Chapter 1: Overview of Counter-Marketing Programs [PDF–144 KB]pdf icon
- Chapter 2: Planning Your Counter-Marketing Program [PDF–678 KB]pdf icon
- Chapter 3: Gaining and Using Target Audience Insights [PDF–804 KB]pdf icon
- Chapter 4: Reaching Specific Populations [PDF–486 KB]pdf icon
- Chapter 5: Evaluating the Success of Your Counter-Marketing Program [PDF–760 KB]pdf icon
- Chapter 6: Managing and Implementing Your Counter-Marketing Program [PDF–297 KB]pdf icon
- Chapter 7: Advertising [PDF–747 KB]pdf icon
- Chapter 8: Public Relations [PDF–1 MB]pdf icon
- Chapter 9: Media Advocacy [PDF–437 KB]pdf icon
- Chapter 10: GrassRoots Marketing [PDF–259 KB]pdf icon
- Chapter 11: Media Literacy [PDF–264 KB]pdf icon
- Resources and Tools [PDF–496 KB]pdf icon
- Glossary [PDF–146 KB]pdf icon
- Appendices [PDF–5.25 MB)pdf icon
- Feedback Form [PDF–129 KB]pdf icon