Learning Objectives: Attendees will be able to describe countermarketing strategies for reaching urban, suburban, and rural youth at risk for smoking.
Abstract: Although counteradvertising campaigns are considered essential for effective tobacco control programming, the impact of anti-smoking messages on youth audiences is difficult to ascertain. To better assess youth responses to anti-tobacco advertisements, we conducted a total of 27 focus groups with youth defined as either current smokers or 'at risk' for smoking. Two-hour focus groups were carried out in seven urban, suburban, and rural settings in New York State during summer 2000. Participants were shown a total of ten advertisements: five from the 'Truth' campaign and five from the Philip Morris campaign. We also asked youth for recommendations for anti-smoking messages that would reach young people in their communities. The focus groups yielded results with important implications for tailoring effective counteradvertising strategies. Messages containing the industry manipulation theme resonated more with rural youth than urban youth, who have attitudes towards work that lead to complicated responses to these ads. Messages that featured youth engaging in dangerous physical activities provoked negative reactions among urban youth, who sometimes face unwanted risk in their everyday lives, whereas suburban and rural youth found these messages to be highly appealing. Across sites, youth believed 'reality' based advertisements were most likely to reach people their age. Also, ads that demonstrated the dangers of smoking in a graphic, visual way were most effective across sites. Contextual factors such as SES effect youth ad reactions; however, youth across settings value the use of strong visuals with factual information, preferably in ads that portray real people.
marketingfinal.ppt (147.0 kb)
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