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NCBI Bookshelf. In most developed countries, businesses use a broad variety of marketing techniques to increase their sales, gain market share, attract new users, and retain existing customers. These techniques include product de, packaging, pricing, distribution, product placement, advertising, and a variety of promotional activities.
Tobacco companies were among the earliest companies to identify and implement effective, integrated marketing strategies, and cigarettes and other tobacco products have long been among Mature in Marlboro most heavily marketed consumer products in the United States Brandt Despite the breakup of the trust, U. Tobacco companies have long argued that their marketing efforts do not increase the overall demand for tobacco products and have no impact on the initiation of tobacco use among young people; rather, they argue, they are competing with other companies for market share.
This growing evidence has helped to spur a variety of policy interventions aimed at reducing the influence of marketing on tobacco initiation and consumption by the tobacco companies, from the ban on broadcast advertising to the constraints contained in the Master Settlement Agreement National Association of Attorneys General [NAAG] a and Smokeless Tobacco Master Settlement Agreement NAAG b.
As research evidence has accumulated over time, the relationships between the marketing activities of tobacco companies and the use of tobacco, including use among young people, have become clear. The chapter begins by reviewing trends in marketing expenditures made by the tobacco companies and changes in the focus of these expenditures over time. This review then presents a conceptual framework that relates advertising and promotion by tobacco companies to tobacco use among young people.
The section on the framework is followed by a review of the evidence on the effects of advertising and promotion on tobacco use among young people, drawing from and updating existing comprehensive reviews. Next is a discussion of the role of marketing techniques that have been given relatively little attention in most reviews: pricing strategies, packaging and de, marketing at the point of sale, and emerging digital marketing Mature in Marlboro.
This is followed by a section that describes programs sponsored by tobacco companies with the stated purpose of preventing tobacco use among young people and the evidence of their impact on this population. Following this section is a review of the impact of exposure to tobacco use in the movies. The chapter closes with major conclusions about the role of marketing by the tobacco companies and depictions of smoking in movies influencing tobacco use among young people. Each year, tobacco companies are required to report detailed information on their domestic cigarette sales and marketing expenditures to the Federal Trade Commission FTC a.
The publicly available data do not include the level of detail reported by tobacco companies i. In recent years, spending has been reported for separateas defined in Table 5.
Cigarette company marketing activities reported to the Federal Trade Commission. In earlier years, FTC reported expenditures in several of the current as part of an aggregated category e. Similarly, in earlier years, expenditures on other types of marketing activities that are no longer allowed or used were reported, including expenditures on television and radio advertising and on endorsements and testimonials.
Inthe most recent year reported, expenditures on price discounts ed for the largest single category—nearly three-fourths of total expenditures Table 5. In contrast, traditional advertising including that in newspapers and magazines, outdoors, and at the point of sale ed for less than 2. Detailed expenditures for cigarette marketing, in thousands of dollars, — Tables 5. Incigarette companies spent an estimated Cigarette company marketing expenditures, by major category, in millions of dollars, — In addition to the marketing activities covered in the FTC reports, cigarette companies engage in various marketing-related activities for which data are not publicly available.
For example, companies invest considerable funds in the development of new brands, brand extensions i. The cigarette pack itself is a form of marketing, with companies developing packaging deed to attract attention, appeal to specific consumers, reinforce brand identity, or suggest specific product qualities Wakefield et al. In inflation-adjusted real terms, marketing expenditures by the cigarette companies have generally increased over time since Table 5. Real expenditures for marketing fell in the early s, however, as a ban on broadcast cigarette advertising went into effect in Indeed, real spending fell by nearly one-quarter from to Byspending had surpassed the level seen in the last year before the ban, as cigarette companies increased spending on other marketing activities.
Real spending increased nearly every year from through before dropping The relative emphasis on different cigarette marketing activities has changed dramatically over the past four decades Tables 5. The November Master Settlement Mature in Marlboro contained a of provisions that limited cigarette advertising, including a ban on billboard and transit advertising.
Sincemarketing expenditures for traditional cigarette advertising have fallen further, ing for just 1. Cigarette company marketing expenditures, percentage of total by major category, in millions of dollars, — In Marchthe U. Restrictions include, for example, a ban on the distribution of non-tobacco items with brand names, logos, or selling messages; a broad ban on brand name sponsorship of athletic, musical, artistic, or other social or cultural events; and teams or entries in these events Federal Register This spending fell to a low of about 6. The largest shift, however, has taken place in marketing efforts that lower the price of cigarettes: coupons, cigarette giveaways sampling and retail-value-added promotionsand reductions from payments to retailers and wholesalers that are passed on to smokers.
Price discounts are estimated to have ed for about one-fifth of overall marketing expenditures by cigarette companies in the late s; bythey were estimated to for just over one-half of overall expenditures Table 5. Companies that sell smokeless tobacco engage in many of the same marketing practices used by cigarette companies.
Traditional advertising is relatively more important for smokeless tobacco products than for cigarettes, ing for between As with cigarettes, spending on price discounts s for the single largest share of marketing expenditures, at Detailed expenditures for smokeless tobacco marketing, in thousands of dollars, — Smokeless tobacco company marketing expenditures, by major category, in millions of dollars, — Smokeless tobacco company marketing expenditures, percentage of total by major category, in millions of dollars, — In addition, the traditional division of products, brand identities, and marketing between cigarette and smokeless tobacco companies has all but become nonexistent in recent Mature in Marlboro as major U.
These include snus, a dry, spitless snuff product in a sachet, and dissolvable products containing nicotine, such as sticks, strips, and orbs. Between andthe major U. These products have been promoted as a temporary way to deal with smoke-free policies in public places Carpenter et al. InRJR introduced dissolvables with the Camel cigarette brand name. InAltria introduced Marlboro and Skoal sticks. For many years, public entertainment e.
In recent years, however, this percentage has fallen sharply, given the restrictions on sponsorships included in Mature in Marlboro Smokeless Tobacco Master Settlement Agreement inalthough this decline seems to have leveled off and recently increased.
As with cigarette marketing after the Master Settlement Agreement, the constraints on marketing contained in the smokeless tobacco agreement appear to have shifted most marketing of smokeless tobacco into efforts to reduce prices and gain more favorable placement for these products at the point of sale Tables 5. Although the cigarette companies report expenditures on marketing activities to FTC by brand, the fact that these data are not reported publicly makes it difficult to relate brand-level marketing to the specific consumption choices of youth, young adults, and Mature in Marlboro.
However, Pollay and colleaguesusing brand-based data, found that responsiveness to cigarette advertising was three times higher for adolescents than for adults. Limited data on advertising expenditures by brand are reported by NCI ; the available data suggest that advertising expenditures for Marlboro are well above those for other brands, with expenditures for Newport generally second, followed by Camel. As discussed in a later section, research has demonstrated the association between brand-specific advertising and brand choices, confirming the relationship suggested by these data.
Manufacturers of cigarettes and smokeless tobacco products spend a great deal of money to market their products in the United States. Efforts to constrain marketing by tobacco companies, such as the ban on broadcast advertising of cigarettes inthe comparable ban on broadcast advertising of smokeless tobacco inand the bans and restrictions contained in the Master Settlement Agreement and Smokeless Tobacco Master Settlement Agreement, appear to have had the opposite effect: total expenditures on marketing for both cigarettes and smokeless tobacco rose in the years following the implementation of these constraints as companies changed their strategies in response.
The remainder of the present chapter focuses on the effects of the marketing activities of tobacco companies and depictions of smoking in movies on the use of tobacco among young people. There is strong, consistent evidence that advertising and promotion influence the factors that lead directly to tobacco use by adolescents, including the initiation of cigarette smoking as well as its continuation USDHHS,; Lynch and Bonnie ; Federal Register ; Lovato et al.
As documented in these reports, promotion and advertising by the tobacco industry causes tobacco use, including its initiation among youth. This conclusion has been buttressed by a multitude of scientific and governmental reports, and the strength of the evidence for causality continues to grow. Tobacco companies recruit new smokers, and their advertising campaigns appeal to the aspirations of adolescents most smokers start as adolescents or even earlier Perry ; Lovato et al.
In fact, children appear to be even more responsive to advertising appeals than are adults Pollay et al. In the Master Settlement Agreement, the major cigarette companies agreed to some Mature in Marlboro on advertising and promotions targeted directly at youth, yet the industry has continued to market tobacco heavily through traditional advertising and promotion with an increased emphasis on one-on-one approaches, such as direct mailings and online marketing.
Although youth are no longer exposed to some forms of advertising, such as advertising on television or on outdoor billboards, they are still exposed to some direct marketing efforts King and Siegel ; Siegel In addition, industry marketing efforts directed at young adults, which are permitted under the agreement, have indirect spillover effects on youth through young adults who are aspirational role models for youth Kastenbaum et al.
Marketing efforts directed at young adults may also have an impact on tobacco initiation rates within this population, in that the campaigns have been shown to encourage regular smoking and increase levels of consumption Ling and Glantz There is also evidence that from — increasing s of young adults are initiating smoking though that increase leveled off in Substance Abuse and Mental Health Services Administration [SAMHSA], unpublished data, —; see also Chapter 3Appendix 3.
In her landmark ruling that the tobacco industry violated the Racketeer Influenced and Corrupt Organizations RICO ActJudge Gladys Kessler concluded that cigarette marketing recruits youth to smoke and that the major cigarette companies know it:. Cigarette marketing, which includes both advertising and promotion, is deed to play a key role in the process of recruiting young, new smokers by exposing young people to massive amounts of imagery associating positive qualities with cigarette smoking. Research in psychology and cognitive neuroscience demonstrates how powerful such imagery can be, particularly for young people, in suppressing perception of risk and encouraging behavior.
Slovic WD, — In reviewing the evidence that explains how tobacco industry marketing affects adolescent smoking behaviors, this section will rely on the Theory of Triadic Influence TTI Figure 5. In brief, the industry uses marketing and advertising, which overtly shape sociocognitive factors, to influence tobacco use behavior. Structure supporting the effect of marketing on youth smoking based on the Theory of Triadic Influence. Source: Adapted from Flay et al.
The processes by which tobacco marketing affects tobacco use among youth are complex and dynamic but can be conceptualized according to existing theories of health behavior Mature in Marlboro 5. The TTI assumes that health and risk behaviors are direct products of intentions. Behaviors such as experimentation with smoking and initiation, in turn, underlie the process to begin to smoke or not smoke. This assumption is consistent with concomitant theories such as the Theory of Reasoned Action and the Theory of Planned Behavior that demonstrate a strong link between intentions and behavior Mature in Marlboro ; Armitage and Conner Factors that promote or deter smoking, as well as other health behaviors, generally can be organized into three interacting but distinct streams: intrapersonal, social-contextual, and cultural-environmental.
The intrapersonal stream involves biological and personality-related factors that serve as risk or protective factors for adolescent smoking. These factors can include propensity to take risks, self-concept, and self-esteem. The cultural-environmental stream encompasses macrolevel factors and processes, including cultural convention, societal practices, and public policy.
Here, stereotypes of a smoker, which come from the social and environmental streams of influence, interact with the intrapersonal stream to influence adolescent tobacco use. Variables or factors that might influence smoking can be said to be at three distances from actual smoking behaviors: ultimate, distal, and proximal. Ultimate factors represent the underlying causes of health and risk behaviors, including smoking. Distal factors include those that predispose youth to smoking, including peer influence, self-esteem, and cultural norms.
Proximate factors are components of Mature in Marlboro process that more immediately precede behavioral change, including attitudes, beliefs, and intentions. Tobacco promotion can directly influence both social-contextual and cultural-environmental streams. At this level, the influence of tobacco advertising and promotion is through mediated pathways. Advertising, promotion, industry-sponsored antismokingand smoking in movies all directly influence distal-level factors, such as exposure to other smokers, peer attitudes, cultural practices, and beliefs about smoking consequences both positive and negative.
As a consequence, studies that treat peer and family smoking as independent variables understate the effects of advertising. These distal-level factors carry the influence of the tobacco industry all the way down to actual intentions and behavior. Industry marketing activities can also act as a moderator of processes at lower levels in the conceptual framework. Smoking in the movies can influence both social-contextual and cultural-environmental streams.
Industry-sponsored youth smoking prevention advertisements and smoking in the movies are discussed in later sections of this chapter. In all three cases, the relationship between industry marketing, depictions of smoking in movies, and youth smoking are moderated mediation pathways: the influences of advertising, promotion, and smoking in the movies are mediated by distal factors e.
The effectiveness of antitobacco media campaigns discussed in detail in Chapter 6 also supports this model for the effectiveness of protobacco advertising and promotion, as antitobacco media operate through the same channels.Mature in Marlboro
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