Mass media campaigns within reach: effective efforts with limited resources in Russia's capital city. Issue 6 (18th June 2011)

• Record Type: Journal Article
• Authors: Perl, Rebecca; Stebenkova, Ludmila; Morozova, Irina; Murukutla, Nandita; Kochetova, Veronika; Kotov, Alexey; Voylokova, Tatiana; Baskakova, Julia
• Is Part Of: Tobacco control. Volume 20:Issue 6(2011)
• Page Start: 439
• Page End: 441
• Publication Date: 2011-06-18
• Subjects: Advertising and promotion -- advocacy -- harm reduction -- public policy; Tobacco use -- Prevention -- Periodicals; Tobacco use -- Periodicals; Smoking -- Law and legislation -- Periodicals; Smoking -- prevention & control -- Periodicals; Tobacco Use Disorder -- prevention & control -- Periodicals; Tobacco -- Periodicals; Electronic journals; 613.85
• DOI: 10.1136/tc.2010.041269
• Languages: English
• ISSNs: 0964-4563

Abstract

Abstract : Mass media campaigns, while often expensive, are proven, cost-effective interventions and should not be considered out-of-reach, especially where governments have some sway over media markets, where large media discounts are possible or where other novel strategies can be employed.