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July 22/29, 1998

Antismoking Advertising Campaigns for Youth—Reply

Author Affiliations

Margaret A.WinkerMD, Senior EditorIndividualAuthorPhil B.FontanarosaMD, Senior EditorIndividualAuthor


Copyright 1998 American Medical Association. All Rights Reserved. Applicable FARS/DFARS Restrictions Apply to Government Use.1998

JAMA. 1998;280(4):323-324. doi:10-1001/pubs.JAMA-ISSN-0098-7484-280-4-jbk0722

In Reply.—Dr Worden and colleagues criticize us for incorrectly conducting focus groups, but we did not conduct focus groups; we collected and synthesized the focus group research used to develop actual antitobacco advertising campaigns. They also criticize us for ignoring research showing that positive social influences and perceptions of peer norms are effective mediators in not starting to smoke in children aged 10 to 12 years. This is too narrow a perspective. We assessed message effectiveness among a wide variety of audiences from age 6 years through adulthood.

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