how one good marketing idea can lead to millions of premature deaths: the battle for market share...
TRANSCRIPT
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How One Good Marketing Idea Can Lead to Millions of Premature Deaths:
The Battle for Market Share Among Adolescent Smokers
Joseph R DiFranza, MDDepartment of Family Medicine and
Community HealthUniversity of Massachusetts Medical School
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Adolescent Developmental Tasks
• Establish masculine/feminine identity• Establish individuality • Establish independence• Feel accepted by peers
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• Tobacco companies commissioned research to discover the psychological vulnerabilities of children.
• Young males are “going through a stage where they are seeking to express their independence and individuality under constant pressure of being accepted by their peers.” –Imperial Tobacco
• Cigarette ads were designed to exploit adolescents’ psychological vulnerabilities to foster addiction.
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The Tempo brand is targeted at…
• Individuals who are “extremely influenced by their peer group.” –RJR MacDonald
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• “Export smokers will be perceived as… characterized by their self-confidence, strength of character and individuality that makes them popular and admired by their peers.” –RJR MacDonald
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• “Very young starter smokers chose Export A because it provides them with an instant badge of masculinity, appeals to their rebellious nature, and establishes their position amongst their peers.”- RJR MacDonald
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Peer acceptance
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Only smooth characters allowed
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Independence
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Independence
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Individuality
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Feminine Identity
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Masculine Identity
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Research shows
• Children as young as age 3 can match cigarettes with ads for cigarettes. -Richards
• Kids understand the message of advertising before they understand the purpose of advertising. -Aitken
• Children who like cigarette ads are more likely to intend to smoke when they are older. -Aitken
• Children who approve of cigarette advertising are twice as likely to begin smoking in the coming year. – Alexander
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Children get their positive images of smoking from advertising
• British experience• Children who had favorite cigarette ads were
twice as likely to believe there are benefits to smoking.
• Children who believe that smoking will make them more popular are 4.7 times more likely to smoke.
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1988
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RJ Reynolds internal documents
“The 81 documents contrast sharply with the company's repeated public declarations that it does not target young people, collectively sketching a picture of a company that seemed decades ago to determine that its financial future depended on recruiting a new generation of smokers.” –The Washington Post
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What was the impact of this competition for the youth market?
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What was the impact of this competition for the youth market?
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<18 sales worth $476 million /year
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My complaint to the Federal Trade Commission
• RJ Reynolds was reaping profits from illegal underage sales amounting to $476 million/year
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FTC decision May 29, 1997
• The agency asserted in an administrative complaint that the company violated Federal fair trade practice laws by promoting a lethal and addictive product to children and adolescents who could not legally purchase or use it.
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Joe Camel 1988 - 1997
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Kids Adults0
102030405060708090
100
Recognize "Reg" Character
Perc
ent
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• In England smoking among 14-15 year old boys went up only in regions of the country where “Reg” advertisements were posted.
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How many people will die from this marketing war?
• 1988: 1 million 16-17 yr old daily smokers • 1997: 1.5 million 16-17 yr old daily smokers• 0.5 million additional daily smokers
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Joe Camel 1988 - 1997
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How many people will die from this marketing war?
• 300,000 extra smokers/year over 15 years = an increase of 4.5 million smokers
• About half of smokers die from smoking• 2.25 million premature deaths due to the
youth market battle.
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How One Good Marketing Idea Can Lead to Millions of Premature Deaths:
The Battle for Market Share Among Adolescent Smokers
Joseph R DiFranza, MDDepartment of Family Medicine and
Community HealthUniversity of Massachusetts Medical School