Effectiveness Of Anti Smoking Advertisement Campaigns Essay

3281 words - 13 pages

EFFECTIVENESS OF ANTI-SMOKING ADVERTISEMENT CAMPAIGNSINTRODUCTION:Out of the total business of Tobacco in the world (i.e. $ 27 billion a year), 50% amount of the total turnover is being spent on marketing of the products (U.S. FTC Cigarette Report 2007). The total deaths due to smoking were 100 million in the 20th Century. If precautions are not taken, it may go up-to one billion in the 21st Century against the present count of 5.4 million deaths as per WHO report, Feb.8 (Xinhua). The WHO report also says that governments earn as revenue more than 500 times than what these spend on non-smoking campaigns.The turnover targets of the tobacco industry also calls for anti smoking charitable organizations to prevent smoking for the freshers and take into confidence the regular smokers to quit. Different Messages should be used to impress people and these should be very much effective through a research. All these messages should reach the people through an outdoor campaigning or through radio, television or distribution of printed pamphlets. Public Relation shall also help you to contact the affected persons. Besides these, Internet contacts and meetings on the public places shall also help you to achieve the targets.1. BACKGROUND AND PROBLEM DEFINITIONSmoking is highly detrimental to health. Regular smoking can lead to serious diseases like lung cancer and chronic heart diseases. It reduces productivity of smokers and hence of organizations in which they are working which in turn hampers the economic growth of the country. The same effects are applicable on second-hand or passive smoker also. A lot of resources of any economy are diverted curing different diseases of active and passive smokers. Such resources could have been diverted towards other productive activities. The possible ways of reducing smoking and hence reducing its negative impact may be: (a) increasing the prices of cigarettes substantially by imposing huge taxes on cigarettes; (b) banning cigarettes in public places. However, cigarette smoking is an addiction and its demand is relatively price inelastic and thus option (a) has limited scope to reduce smoking. Banning smoking in public places has also limited scope because individuals have the liberty to smoke in private without any major decrease in smoking. To compel individuals to reduce or quit smoking, an effective approach is through advertisement campaigns highlighting the ill-effects of smoking. However, advertisement campaigns will be successful in their objectives only when they are effectively designed and communicated. Since advertisement campaigns involve huge expenditure, it should give the maximum benefit in terms of large reduction in number of smokers. That is, advertisement campaigns should be cost-effective. Thus, designing an effective advertisement campaign is of prime importance for the benefit of any society or economy. This project is an attempt in this direction. This project aims to suggest what a successful...

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