Study on the effectiveness of media planning and advertising strategy employed in an anti-smoking campaign

• Main Authors: Ang, Kok Keong, Ang, Teck Hoe, Lee, Kian Huat
• Other Authors: Bvsan Murthy
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/60147
• Institution: Nanyang Technological University

This field study investigates how anti-smoking campaigns can more effectively persuade male Malays between the ages of sixteen to thirty years old to quit smoking. It was conducted during the 1994's anti-smoking advertising blitz, using the theme "Too Tuff To Puff''.