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Case Study
1.
California Department of Health Services, Tobacco Control Section: Antitobacco campaign
Mariko Fujinaka, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.243-251
For decades tobacco manufacturers had glamorized smoking through widespread marketing campaigns and promotions, but as the negative health effects of such behavior grew increasingly clear toward the e ...

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Case Study
2.
California Department of Health Services, Tobacco Control Section: Tobacco Control Section Media campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.243-251
In 1988 California voters passed Proposition 99, a measure that imposed a tax hike on cigarettes and earmarked the revenues thereby generated for antismoking efforts, including statewide media campaig ...

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