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| Author: | Veer, E. Tutty, M. Willemse, J. |
| Title: | It's time to quit: Using advertising to encourage smoking cessation |
| Journal: | Journal of Strategic Marketing
2008 : SEP, VOL. 16:4, p. 315-325 |
| Index terms: | advertising social marketing smoking models |
| Language: | eng |
| Abstract: | By examining the effectiveness of two different quit smoking advertisements (as: ads), this paper aims to contribute to social advertising practice. Using an experimental design method, two real ads were shown to smokers in different stages of change. It is indicated that the self-liberating 'Get Unhooked' ads led to more favourable attitudes towards quitting in smokers looking to quit soon, while the more consciousness-raising British Heart Foundation ad was more effective for those smokers not looking to quit. A need for more targeted advertising messages is highlihgted, providing key implications to theory and practice. |
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