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. 1998 Dec 15;83(12 Suppl Robert):2746-51.
doi: 10.1002/(sici)1097-0142(19981215)83:12a+<2746::aid-cncr17>3.0.co;2-w.

Designing an effective counteradvertising campaign--Arizona

T Riester  1 , M Linton
Affiliations

Designing an effective counteradvertising campaign--Arizona

T Riester et al. Cancer. .

Abstract

In this report, the authors describe an innovative antitobacco advertising campaign in Arizona that was aimed at youth. The campaign utilizes traditional as well as non-traditional methods of research to determine the attitudes, behavior and values of today's adolescents. These creative methodologies led to rigorously tested and well-received media strategies.

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