tobacco advertising
DESCRIPTION
This presentation summarizes the impact of tobacco advertising on the uptake and maintenance of tobacco use.TRANSCRIPT
Tobacco Advertising
Matters
April Roeseler
California Tobacco Control Program
July 19, 2010
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.
It influences initiation
It influences maintenance of use
It undermines comprehensive
tobacco control programs
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
2006 Cigarette Advertising &
Promotion Expenditures
Price
POS
Speciality Items
Adult Only Ent.
Direct Mail
Other
Website
Targeted Messages Matter
2009
2000
Desirable Associations
www.trinketsandtrash.org
Satisfying…..Taste
www.trinketsandtrash.org
Appeals to health conscious consumers
www.trinketsandtrash.org
The vehicle for delivering the
message matters
Direct and digital marketing
matter
Bar night marketing: promotes experimentation,
poly-use, undermines smoke-free norms, and
establishes a long-term relationship
Tracking tobacco industry
marketing matters
Chico 12/2007
San Francisco 12/2008
San Francisco 07/2008
San Francisco drugstore before midnight
October 1, 2008
San Francisco drugstore after midnight
October 1, 2008
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
Getting from point A to point B
is easier said than done
Sometimes you get stuck
Some journeys are more
complicated than expected
There are unexpected delays
on the road to progress
Are we there yet?
Most people will never know
what goes into achieving
success