To what extent do these campaigns adhere to the principles of social marketing? For today’s presentation, we will analyze a series of selected advertisements taken from the online database of the Centers for Disease Control and Prevention's Media Campaign Resource Center. To assist in your analysis, please read the following documents, excerpted from Reducing Tobacco Use: A Report of the Surgeon General (you may wish to print them and refer back to them, as needed):

Teen Focus Group Responses to Counter-Advertising Messages
This is a summary of a focus group conducted to explore potentially effective counter-advertising strategies and messages. Teenagers viewed different tobacco prevention advertisements to stimulate feedback and discussion. (Please note: This is only one example of a focus group summary, and other studies may draw different conclusions.)

Tips for Success in Health Promotion Campaigns
This reading contains 13 tips for creating effective anti-smoking campaigns, such as targeting youth and parents with complementary messages and abandoning the search for a “magic bullet” message.

After completing these readings, please go to
Activity 4: Analyzing Some Anti-Smoking Ads.