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

摘要

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.