The anti-smoking Truth campaign has turned to ad-supported music site Imeem for its most extensive social media effort thus far, a multi-band concert that was streamed live on the site following a month of interactive promotions.
Keys: Advertising, social marketing, Internet technology
Questions for discussion:
- Do you think this sort of approach to Ã¢â‚¬Å“social marketingÃ¢â‚¬Â issues like anti-smoking, will be more successful than other communication strategies? Explain your answer.
- What do you think is the best way to persuade people in this target market not to smoke tobacco? Explain your answer.
- Do you think Ã¢â‚¬Å“fear-basedÃ¢â‚¬Â advertising works?Ã‚Â Why or why not?