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Points To Remember

  • Gaining insights about the target audience is central to developing effective counter- marketing strategies, tactics, and messages.

  • Market research should be an integral part of your counter-marketing program.

  • Market research isn’t a do-it-yourself effort. Not only do you need to be knowledge- able, but you also need to seek the appropriate resources to ensure that your research is successfully designed and conducted.

  • Many tobacco control program staff have used market research and are good sources of advice on design, instruments, analysis, and findings.

  • Market research findings must be used to be worthwhile. Before you conduct research, decide how you’ll use the results to plan, alter, justif , support, and/or promote aspects of your program.

Bibliography

American Marketing Association, New York Chapter. GreenBook: Worldwide Directory of Focus Group Companies and Services. New York, NY: American Marketing Association, 2003.

American Marketing Association, New York Chapter. GreenBook: Worldwide Directory of Marketing Research Companies and Services. New York, NY: American Marketing Association, 2003.

Marketing Research Association. Blue Book Research Services Directory. White Plains, MD:

Marketing Research Association, 2003.

National Cancer Institute. Clear and Simple: Developing Effective Print Materials for Low-Literate Readers. Bethesda, MD: National Cancer Institute, 1994. Pub. No. T936.

NCI. Making Health Communication Programs Work: A Planner’s Guide. Bethesda, MD: U.S. Department of Health and Human Services, Public Health Service, National Institutes of Health, NCI, 2002. Pub. No. T-0638.

Singer E, et al. Experiments with incentives in telephone surveys. Public Opinion Quarterly

2000;64:171–88.

Teenage Research Unlimited. Counter-Tobacco Advertising Explorator , Summary Report, January–March 1999. Unpublished.

Chapter 3: Gaining and Using Target Audience Insights

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