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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 “social marketing” 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 “fear-based” advertising works?  Why or why not?

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