The American Cancer Society : an anti-smoking advertising campaign : an honors thesis (HONRS 499)

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Authors
Gerrard, Nancy L.
Advisor
Baird, Thomas R.
Issue Date
1992
Keyword
Degree
Thesis (B.?)
Department
Honors College
Other Identifiers
Abstract

The purpose of this thesis is to develop an anti-smoking advertising campaign for the American Cancer Society. The campaign, which is designed to effectively target the female teenage population in the United States, communicates a strong message which highlight the importance and appeal of a smoke-free life. In addition to research into the background of the American Cancer Society and the evaluation of several alternative approaches, this thesis contains the essential elements of a successful advertising campaign. More specifically, it contains an in-depth analysis of the target market, advertising objectives, budget and media cost analysis, and a media schedule. Finally, four advertisements, which illustrate the basic creative strategy, were developed to communicate the campaign's message.