Abstract
This paper describes a social marketing program that utilized an advertising campaign and the involvement of peers to combat alcohol and tobacco use within four rural communities. A model media campaign was implemented by teams of young women from four participating communities. Preliminary results suggest that the campaigns had an impact on community environment and self-efficacy, but not on peer influence, behavior, and behavioral intentions.
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© 2015 Academy of Marketing Science
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Kelly, K.J., Stanley, L.R., Edwards, R.W. (2015). Rural Teens as Change Agents in an Anti-Tobacco and Alcohol Social Advertising Project. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_22
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DOI: https://doi.org/10.1007/978-3-319-17356-6_22
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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