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Social Marketing Quarterly, Volume 10 Issue 2 2004

Journal of the Academy for Educational Development
ISSN: 1539-4093 (electronic) 1524-5004 (paper)
Publication Frequency: 4 issues per year
Publisher: Routledge
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INTRODUCTION AND OVERVIEW: LESSONS LEARNED AND THE SHARING OF APPLICABLE INSIGHTS
Beverly Schwartz
Pages 4 – 5
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PLANNING, IMPLEMENTING, AND MANAGING AN UNPRECEDENTED, GOVERNMENT-FUNDED PREVENTION COMMUNICATIONS INITIATIVE
Robert Denniston
Pages 7 – 12
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THEORY AND PRACTICE IN THE NATIONAL YOUTH ANTI-DRUG MEDIA CAMPAIGN
John K. Worden; Michael D. Slater
Pages 13 – 27
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THE ROLE OF FORMATIVE RESEARCH IN A MASS MEDIA SOCIAL MARKETING CAMPAIGN
Tricia Eitel; Barbara Delaney
Pages 28 – 33
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THE NATIONAL YOUTH ANTI-DRUG MEDIA CAMPAIGN COPY TEST SYSTEM
Diane Foley; Cornelia Pechmann
Pages 34 – 42
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Assessing the Impact of the National Youth Anti-Drug Media Campaign
Susan L. David
Pages 43 – 54
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ONDCP'S MEDIA MATCH: OPPORTUNITIES AND CHALLENGES
Peggy Conlon; Donna Feiner
Pages 55 – 58
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The importance of branding in the national youth anti-drug media campaign
Vanessa Harmatz
Pages 59 – 61
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CORPORATE OUTREACH: OPPORTUNITIES AND CHALLENGES
Harry Frazier; Martha Gagné
Pages 62 – 66
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PARTNERSHIPS, ALLIANCES, AND STAKEHOLDER COMMUNICATION
Barney Singer; Sarah Kayson
Pages 67 – 71
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USING THE INTERNET TO FACILITATE AND SUPPORT HEALTH BEHAVIORS
Leah King
Pages 72 – 78
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EPILOGUE
Beverly Schwartz
Pages 79 – 80
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SOCIAL MARKETING RESOURCES
Irene Pintado
Pages 81 – 84
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LOOKING AHEAD
Pages 85 – 91
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