Margaret A.WinkerMD, Senior EditorIndividualAuthorPhil B.FontanarosaMD, Senior EditorIndividualAuthor
To the Editor.—Ms Goldman and Dr Glantz1 argue that focus group research shows that only 2 advertising themes—industry manipulation and secondhand smoke—are
"highly effective" in reaching and persuading "all audiences." These conclusions are not supported by the research they cite and conflict directly with the most relevant, comprehensive focus group evidence available.
Balch GI, Rudman G. Antismoking Advertising Campaigns for Youth. JAMA. 1998;280(4):323-324. doi:10-1001/pubs.JAMA-ISSN-0098-7484-280-4-jbk0722