Kajian Rintis Pandangan Kanak-Kanak Mengenai Strategi Pemasaran Kempen Anti-Merokok di Pantai Dalam Kuala Lumpur

Rokiah Abu Bakar, Siti Hajar Abu Bakar Ah, Abd. Hadi Zakaria

Abstract


A pilot test was conducted in Pantai Dalam, Kuala Lumpur among 30 children of 10-18 years old to examine their views about the marketing strategies employed in our local anti-smoking campaign. The study showed that the marketing strategies used were less effective because its fail to prevent smoking habit among children. The causes that lead to the campaign in efficiency are posters and pictures of critical illness used in the campaign failed to give significant impact to children about the ill-hazard of smoking (60%), children easy-access to cigarette (66%), and lack of cooperation from all sectors of society in supporting the campaign (77%). Marketing strategy of anti-smoking campaign in terms of product, price, accessibility, promotion, social policy and community partner ships need to be improved and given equal emphasis to ensure the effectiveness of a comprehensive campaign.

DOIhttp://dx.doi.org/10.17576/jskm-1101-2013-07


Keywords


Anti-smoking campaign; social marketing model; young smoker

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