Download - Tobacco Advertising
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Tobacco Advertising
Matters
April Roeseler
California Tobacco Control Program
July 19, 2010
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Relationship among Tobacco Industry Advertising, Marketing Communications, Consumer Marketing, and Stakeholder Marketing
NCI: Tobacco Monograph 19: The Role of the Media in Promoting and Reducing Tobacco Use, 2008.
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It influences initiation
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It influences maintenance of use
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It undermines comprehensive
tobacco control programs
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Money Matters
Top 3 Expenditure Categories
2006 Cigarettes
• $12.5 billion 1
•Price Related:
$11.5 billion (93%)
•POS: $243 million
•Adult Only Entertainment:
$168 million
2006 SLT
• $354 million 2
•Price Related: $246
million (69%)
•Sampling: $42 million
•POS: $21 million
1 FTC Cigarette Report for 2006; 2009
2 FTC Smokeless Tobacco Report for 2006; 2009
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2006 Cigarette Advertising &
Promotion Expenditures
Price
POS
Speciality Items
Adult Only Ent.
Direct Mail
Other
Website
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Targeted Messages Matter
2009
2000
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Desirable Associations
www.trinketsandtrash.org
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Satisfying…..Taste
www.trinketsandtrash.org
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Appeals to health conscious consumers
www.trinketsandtrash.org
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The vehicle for delivering the
message matters
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Direct and digital marketing
matter
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Bar night marketing: promotes experimentation,
poly-use, undermines smoke-free norms, and
establishes a long-term relationship
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Tracking tobacco industry
marketing matters
Chico 12/2007
San Francisco 12/2008
San Francisco 07/2008
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San Francisco drugstore before midnight
October 1, 2008
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San Francisco drugstore after midnight
October 1, 2008
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Tracking tobacco industry
attitudes & beliefs matter • 75.0% of California adults agreed that a ban on
cigarette advertising should be extended to all print and electronic media. 1
• 78.2% of California adults agreed that advertising tobacco products at sports and athletic events should be banned. 1
• High school students reporting they had seen tobacco advertisements at sport or community events declined significantly from 58.1% to 52% (p-value <0.001) between 2002 and 2006.2
• Adults who reported attending a tobacco company-sponsored event in the past year also declined significantly from 19% in 2002 to 14.0% in 2005 (p-value <0.001).3
1 California Adult Tobacco Survey, 2007 2 California Student Tobacco Survey, 2002-2006
3 California Tobacco Survey, 2002-2005
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Getting from point A to point B
is easier said than done
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Sometimes you get stuck
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Some journeys are more
complicated than expected
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There are unexpected delays
on the road to progress
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Are we there yet?
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Most people will never know
what goes into achieving
success