Paid and earned mass media to promote tobacco control

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Paid and earned mass media to promote tobacco
control
Jim Thrasher, PhD
INSTITUTO NACIONAL DE SALUD PÚBLICA
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Media strategies

• Paid media
• High control of content and circumstances of
  exposure (location, moment frequency)
• High cost
• Free media
• High control over content, low cost
• Low control over location and exposure
• Earned media ? Media advocacy
• Low cost and some control over content, location,
  and moment of expsure
• Cost in time Cultivate relationships with media