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What Do Adult Smokers Think About Ads and Promotional Materials for PREPs?

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Abstract:

Objective : To describe adult smokers' reactions to PREP print advertisements and promotional materials.

Methods : Focus groups with adult smokers. Participants reacted to print advertisements and promotional materials for Omni, Accord, Advance Lights, Ariva, and Eclipse.

Results : Images and text in PREP product advertising and promotional materials influence participants' decision to try PREPs. Participants believed the PREP ads target smokers who are trying to quit or smokers who are health conscious.

Conclusion : Tracking and monitoring the reactions of smokers to novel products, their perceptions about them, and their use of these products are necessary for the design of effective health communication strategies.

Keywords: PREPs; adults; advertisements; gender; perceptions

Document Type: Research Article

DOI: http://dx.doi.org/10.5993/AJHB.31.5.8

Publication date: September 1, 2007

More about this publication?
  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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