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ATTACK Toolkit Webinar on
Tobacco Industry Marketing
www.ATTACKtobacco.net11-16-11
ATTACK Toolkit OverviewTobacco Industry MarketingQuestion & Answer
www.ATTACKtobacco.net
Tobacco Industry MarketingMeghan Bridgid Moran, Ph.D.
Assistant Professor, School of Communication San Diego State University
Tobacco Company
Marketing Tactics
Meghan Bridgid Moran, Ph.D.
Assistant Professor, School of Communication
San Diego State University
Why examine tobacco
marketing?
2006: $12.4 billion on
tobacco marketing
Strong evidence indicates
that tobacco advertising
has a significant effect on a
youth’s progression from
non-smoker to established
smoker.
See National Cancer Institute, Mongraph 19: The role of the
media in promoting and reducing tobacco use for full analysis
When was the last time you’ve seen a tobacco related ad (outside of your
professional setting)?
Today
This week
This month
This year
Over a year ago
Can’t remember
Pleasure, Escape, Relaxation
and Fun
Flavors
Financial Incentives,
Promotions and Direct
Mailings
Tobaccofreekids.org
Are you on a mailing list for any tobacco
products and/or tobacco companies?
Yes
No
Masculinity
Femininity
Freedom, Independence
and Liberation
Individuality and
Authenticity
Cultural Approaches
Tobaccocommons.org
BRIEF JOB SUMMARY:
The primary responsibility of the Brand Ambassador is to
work with the Senior Brand Ambassador and Nightlife
Manager to execute in locally signed venues (bars, pubs,
and clubs). While at a signed venue, the BA will build
brand awareness and gain exposure through various
promotional activities. The BA is also required to attend regularly scheduled program trainings.
Tobaccoboomm.com
Which of these approaches concerns you
the most?
• Pleasure, escape, relaxation, fun
• Flavors
• Financial incentives, promotions, direct mailings
• Images of masculinity/femininity
• Freedom, independence, liberation
• Individuality and authenticity
• Cultural approaches, including bar and
nightclub marketing
Many adolescents buy into
the cultural meaning of
smoking: Although they are
aware of the health risks,
many adolescents report that
they believe smoking conveys
something important about
who they are as a rebellious
and independent person.
What can we do to combat
these marketing tactics?
Show youth that not smoking
is a way to communicate their
identity.
0
1
2
3
4
5
Not seen campaign Seen campaign
Lik
eli
ho
od
of
ha
vin
g a
nti
-sm
ok
ing
att
itu
de
Effects of truth campaign by peer crowd
Elite
Deviant
Academic
Counterculture
Feel free to email me at [email protected]
Non-advertisement images from
tobaccofreekids.org, tobaccocommons.org
Kimberly Bankston-LeeSenior Project [email protected] x211
Alex TyannikovProject [email protected] x206
Meghan Bridgid Moran, Ph.D. Assistant Professor, School of Communication San Diego State University [email protected]
www.ATTACKtobacco.net