This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: ADPR5910 Phillip Mor ris Case Study Notes Programming Main media outlet for this campaign: television. - Launched the “Think. Don’t Smoke” television advertisement- Continued to run for years with the same campaign slogan along with a $100 million budget - Concept: o Teenagers who chose not to smoke- “cool.” o Fox, WB, TNT, Cartoon Channel and ABC networks o To reach to youth programming o Youth Smoking Prevention Ads during future Super Bowls Book Covers: > Millions of book covers sent to schools > Show children on snowboards and skis > "Don't Wipe Out. Think. Don't Smoke." > Snowboard looks like lit matchstick (said by some) Evaluation Unsuccessful Failed to reach the primary audience effectively - Images and tactics- not powerful enough to persuade teens not to smoke. - Lack of trust in these ads - An attempt to “buy respectability when this is in fact more P.R. for them," o Kathryn Kahler Vose, communications director Campaign for Tobacco- Free Kids Positive implications...
View Full Document
This note was uploaded on 09/07/2011 for the course ADPR 3910 taught by Professor Reber during the Spring '11 term at University of Georgia Athens.
- Spring '11