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Cancer. 1998 Dec 15;83(12 Suppl Robert):2746-51.

Designing an effective counteradvertising campaign--Arizona.

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Reister-Robb, Phoenix, Arizona 85003, USA.


In this report, the authors describe an innovative antitobacco advertising campaign in Arizona that was aimed at youth. The campaign utilizes traditional as well as non-traditional methods of research to determine the attitudes, behavior and values of today's adolescents. These creative methodologies led to rigorously tested and well-received media strategies.

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