Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

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