Designing and Implementing an Effective Tobacco Counter-Marketing Campaign
Table of Contents
Acknowledgments ...5
Introduction: How to Use this Manual ...9
Chapter 1: Overview of Counter-Marketing Programs ...13
Chapter 2: Planning Your Counter-Marketing Program ...21
Chapter 3: Gaining and Using Target Audience Insights ...51
Chapter 4: Reaching Specific Populations ...87
Chapter 5: Evaluating the Success of Your Counter-Marketing Program ...109
Chapter 6: Managing and Implementing Your Counter-Marketing Program ...143
Chapter 7: Advertising ...163
Chapter 8: Public Relations...201
Chapter 9: Media Advocacy ...245
Chapter 10: Grassroots Marketing ...267
Chapter 11: Media Literacy...281
Resources and Tools...297
Glossary ...331
Appendices ...343
Appendix 2.1: Counter-Marketing Planning Worksheet...343
Appendix 3.1: Sample Recruitment Screener for Intercept Interviews on Smoking Cessation ...349
Appendix 3.2: Sample Recruitment Screener for Individual Interviews To Test Advertisements and Ad Concepts ...351
Appendix 3.3: Moderator’s Guide for Focus Groups With Smokers ...354
Appendix 3.4: Sample Moderator’s Guide for Focus Groups To Test Advertisements With Youth...360
Appendix 3.5: Sample Self-Administered Form To Test Fact Sheets ...363
Appendix 3.6 : Sample Intercept Interview Questionnaire ...366
Appendix 5.1: Examples of Inputs, Activities, Outputs, and Outcomes for Counter-Marketing Programs ...374
Appendix 5.2: Key Data Collection Tools and Methods ...378
Appendix 5.3: Key Variables and Sample Items to Consider Including in Survey of Target Population ...381
Appendix 6.1: Key Elements of a Request for Proposals (RFP) for a Media Campaign ...386
Appendix 6.2: Questions and Answers on RFPs ...394
Appendix 6.3: Elements of a Creative Brief ...409
Appendix 6.4: Creative Brief, Florida Appendix 6.5: Creative Brief, Centers for Disease Control and Prevention ...413
and World Health Organization ...415
Appendix 6.6: Creative Brief, Centers for Disease Control and Prevention ...418
Appendix 7.1: Sample Advertising Comment Organizer ...419
Appendix 7.2: Sample Storyboard—“Carnival” ...421
Appendix 7.3: Sample Storyboard—“Drive” ...422
Appendix 8.1: Sample Printed Campaign Newsletter...423
Appendix 8.2: Sample Online Newsletter...427
Appendix 8.3: Sample Editorial ...431
Appendix 8.4: Sample Letter to the Editor ...432
Appendix 8.5: Sample Op-Ed ...433
Appendix 8.6: Sample Spokesperson Profile Sheet ...435
Appendix 8.7: Sample Pitch Letter ...437
Appendix 8.8: Sample News Release...438
Appendix 8.9: Sample Fact Sheet...440
Appendix 8.10: Media Contact Record ...445
Appendix 10.1: Georgia Burden of Tobacco Brochure ...446
Feedback Form ...456
