不管戒烟广告还是二手烟广告.PPTVIP

Concern: …concerned about smoking around me …concerned about smoking around other adults …concerned about smoking around children * * Australian Cancer Council campaign – original 1979, and then reshot Oct 2007 * Eval’d via 700 street intercepts (Mar 2009) 40% aided recall. This ad was subsequently adapted and aired in Yunnan province, and 19 other cities across China. * Pretesting - behaviour change is ultimate goal! 陈瑜 MPOWER培训 2011年1月?北京 回顾:何种广告有效? 含有高度负面情绪 信息*促使吸烟者马上采取戒烟行动 画面性广告* 展示烟草使用或者 二手烟暴露的身体上的健康影响 痛苦和毁容经常比死亡更具说服力 *通过信息测试的有关指标来衡量, 比如回忆率、想起广告，与他人讨论，等 有效的宣传 强调人类健康后果 教育二手烟危害 放进痛苦