Loomis Brett R, Farrelly Matthew C, Mann Nathan H
RTI International, Research Triangle Park, NC 27709, USA.
Tob Control. 2006 Dec;15(6):458-63. doi: 10.1136/tc.2006.016378.
Retail stores are the primary medium for marketing cigarettes to smokers in the US. The prevalence and characteristics of cigarette retail advertising and promotions have been described by several investigators. Less is known about the proportion of cigarette sales occurring as part of a retail promotion and about the effects of tobacco control policies on cigarette promotions.
To estimate the effect of the Master Settlement Agreement (MSA), state tobacco control programme funding and cigarette taxes on retail promotions for cigarettes in supermarkets in the US.
Proportion of cigarette sales occurring under a retail promotion and the value of multipack promotions (eg, buy one pack, get one pack free) and cents-off promotions, measured using scanner data in supermarkets from 50 retail market areas from 1994 to 2004.
Promoted cigarette sales have increased significantly since the MSA (p<0.01), and are higher in market areas with high tobacco control programme funding (p<0.01) and high cigarette tax (p<0.01). The value of a multipack promotion is higher since the MSA (p<0.01) and in market areas with high cigarette tax (p<0.01). The value of a cents-off promotion is negatively related to the MSA (p<0.01), with mixed results for tobacco control programme funding (p<0.05), and is unassociated with tax.
Higher promoted cigarette sales and increased promotional values in market areas with strong tobacco control policies, compared with market areas with weaker tobacco control policies, may partially offset the decline in smoking achieved in those areas.
在美国,零售店是向吸烟者推销香烟的主要媒介。几位研究人员已经描述了香烟零售广告和促销活动的流行情况及特点。关于作为零售促销一部分的香烟销售比例以及烟草控制政策对香烟促销活动的影响,人们了解得较少。
评估《主协议和解协议》(MSA)、州烟草控制项目资金以及香烟税对美国超市香烟零售促销活动的影响。
零售促销活动下的香烟销售比例,以及多包促销(如买一包送一包)和降价促销的价值,使用1994年至2004年来自50个零售市场区域的超市扫描数据进行测量。
自《主协议和解协议》签署以来,促销香烟销售额显著增加(p<0.01),在烟草控制项目资金高的市场区域更高(p<0.01),在香烟税高的市场区域也更高(p<0.01)。自《主协议和解协议》签署以来,多包促销的价值更高(p<0.01),在香烟税高的市场区域也是如此(p<0.01)。降价促销的价值与《主协议和解协议》呈负相关(p<0.01),与烟草控制项目资金的关系结果不一(p<0.05),且与税收无关。
与烟草控制政策较弱的市场区域相比,烟草控制政策较强的市场区域中促销香烟销售额更高且促销价值增加,这可能会部分抵消这些区域吸烟率的下降。