P/MD/92. How effective are anti-smoking campaigns?

The paper studies the effect of anti-smoking campaigns on smokers and non-smokers. The aim, objectives and rationale of the study are identified; literature is reviewed on the health impacts of smoking, the theory of social marketing, the theory of advertising, quantitative and qualitative research approaches, etc. The methods of collecting primary data (interviews) and secondary data sources are defined; the research findings are discussed; the implications of the research for the marketing managers are highlighted.