Association of Point-of-Purchase Tobacco Advertising and Promotions with Choice of Usual Brand among Teenage Smokers
Authors: Wakefield M. A.; Ruel E. E.; Chaloupka F. J.; Slater S. J.; Kaufman N. J.
Source: Journal of Health Communication, Volume 7, Number 2, 1 March 2002 , pp. 113-121(9)
Publisher: Taylor and Francis Ltd
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Abstract:
The objective is to determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. A cross-sectional survey was designed that merged records of store tobacco advertising and promotions. The survey was administered to 3,890 U.S. high school smokers with a usual brand, matched to 196 convenience stores. Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (p < .001) and a greater brand share of interior (p = .05) and exterior (p = .05) advertising voice for Marlboro. Choice of Camel as a usual brand was associated with a greater share of interior advertising voice for Camel (p < .001) but was unrelated to a Camel gift with purchase promotions (p > .05) and negatively associated with a greater share of exterior advertising voice for Camel (p < .001). The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoke among teens, but results for Camel are mixed and inconclusive. Further research is required to confirm and extend these findings.Language: English
Document Type: Research article
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