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COUNTERMARKETING

SUBMITTED BY-

NARESH BHAMBHU

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WHAT IS COUNTERMARKETING

THERE ARE SEVERAL PRODUCTS WHICH HAVEGOOD SALES AND HIGH PROFIT BUT THEY HAVETHEIR ADVERSE IMPACT ON THE LARGER

WELFARE OF THE SOCIETY LIKE BABY MILKPOWDER,TOBACCO.

THEREFORE WHEN UNWHOLESOME DEMANDEXISTS, A SUITABLE STRATEGY IS NEEDED TO

DESTROY THE DEMAND.

THE MESSAGE,MOTHERS MILK IS THE BEST

MILKON THE PAKAGE OF BABY MILK POWDER IS

AN EXAMPLE OF COUNTER-MARKETING.

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QUALITIES OF GOOD

COUNTER MARKETING

1 A Counter marketing program must be long term.

2 A comprehensive tobacco counter-marketing program

should consist of integrated, not isolated, components

3 The counter-marketing program must be integrated

into the larger tobacco control program

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4 A counter-marketing program must beculturally competent

5 A counter-marketing program should be strategic

6

A counter-marketing program should be evaluated

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STEPS OF PLANNING FOR COUNTER

MARKETING

3

Draft counter-marketingobjectives

2

Identify and learn about target audiences

1

Describe the problem and identify how counter-marketing approaches can address it.

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6

Plan for process andoutcomeevaluation

5

Consider collaboration.

4

Determine counter-marketingapproaches, channels (pathways),

and program strategies.

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COUNTER-MARKETING

ON TOBACCO

Tobacco counter-marketing

campaigns are primarilyintended to reduce smokingprevalence. This can beachieved by urging

adolescents and adults not totake up smoking (preventionmessages), or by convincingcurrent smokers to quit

(cessation messages).

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In theJournal of the National Cancer Institute

In theJournal of the American Medical Association

Several states have undertaken public educationcampaigns as part of comprehensive tobaccoreduction programs.

When implemented with adequate funding, theseprograms have reduced smoking and other tobaccouse, and the public education campaigns have been

instrumental in these reductions.

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Evidence suggests that the public education

component is a critical piece driving the success ofcomprehensive tobacco prevention programs.

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A 2008 study published in theArchives ofPediatric and Adolescent Medicine

A study published in the June 2008 issue ofHealthEducation Research

A 2009 study in Health Education Research

found that exposure to the truth campaign wasassociated with higher levels of antitobacco attitudes

and beliefs and these antitobacco sentimentsincreased during the first three years of the campaign.

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WEAK CAMPAIGNS DO NOT WORK

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A study published in the American Journal of PublicHealth in 2006

A comprehensive 2008 report on tobacco use and themedia, the NCI and

A systematic review of mass media campaigns onyouth smokingpublished in 2008

Found that tobacco industry-funded youthprevention campaigns have minimal impact on youthsmoking because they avoid the most powerful anti-tobacco themes of health effects and industry

manipulation.

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Thank You