Abstract
Conventional health promotion efforts, whether attempted by the individual physician or by community-wide health charities, suffer from a lack of creativity, timeliness, and an awareness of the principles of effective advertising. The difference between do-gooding and really doing well lies in carefully identifying the promoters of adverse health behavior (such as cigaret advertisers), studying their success, and—on an individual and community-wide basis—counteracting their influence by investing time and money in individualized, positive health strategies.
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