Agency: AMV.BBDO, Bartle Bogle Hegarty and Euro RSCG London | Authors: Frank Reitgassl, Anna Marie Kilpatrick, Annabelle Watson, Clare Hutchinson, Jane Dorsett and Kate Waters |
Tobacco Control
How the Integration of Advertisers made Advertising more Powerful than Word of Mouth
INTRODUCTION
In the last five years, anti-smoking advertising has quadrupled in effectiveness to become the most powerful trigger to smokers kicking the habit: more important even than word of mouth or doctor's advice, growing the number of prompts to quit (Figure 1).
At its heart this case is proof that integration works. However, this is not the...