American Legacy: Beyond the Truth Campaign Case Study Help
The Legacy also emphasized the importance of the medically approved ways which could be used as a means of quitting smoking and increase the chances of stopping tobacco.
Along with all these concerns, the Legacy intended to measure the effectiveness of the cessation campaign and success rates for people stopping smoking, but it is challenging and difficult for Legacy to measure the success rates of the campaign due to the fact that.However it takes 8 and 11 attempts before someone successfully stops smoking, but the Legacy is faced with the dilemma that howit would measure the success rates if the campaign successfully persuadessomeone to try quit for the first or second time, those attempts to quit smoking would be unsuccessful.
Due to the fact that the combined market share of the MSA’s four cigarette makers was dropped, the final guaranteed MSA payment of $300 million would be reduced to $35 million for the forthcoming five year time period. Even though, Legacy took a wise decision of making investment of the MSA funds, it could be projected that there would be the reduction in the yearly budget by about 20 percent to 30 percent per year. In addition to this, the Legacy was concerned that whether the new cessation campaign would lead to a great loss of Truth Campaign’s brand recognition. All in all, the Legacy is worried about adjust the efficient allocation of the resources, acquiring the funds, and evaluating the campaign with success rates and in comparisonto the Truth Campaign............................
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