Cruz Tess Boley
Institute for Prevention Research, Keck School of Medicine, University of Southern California, 1000 S. Fremont, Los Angeles, California 91803, USA.
Prev Med. 2009 Jan;48(1 Suppl):S24-34. doi: 10.1016/j.ypmed.2008.10.002. Epub 2008 Oct 11.
This Vector paper (IV of V on monitoring the tobacco use epidemic) presents the data sources and methods that can be used to monitor tobacco marketing and makes recommendations for creating a national surveillance system.
In 2002, the Vector Work Group of the National Tobacco Monitoring, Research and Evaluation Workshop identified priority indicators of tobacco marketing: tobacco brand pricing strategies, retail environment advertising and promotional allowances, gray market or smuggling activities, lobbying, direct mail marketing, tobacco brand placements in films, Internet promotions, and sponsorship at bars and events. This paper reviews and identifies data sources and gaps for these priority indicators and for 12 other indicators of interest.
There are 38 commercial data sites and Internet sources, as well as individual research efforts that address the priority indicators. These sources are not integrated, often costly, and limited in standardization.
Tobacco marketing could be more effectively monitored with the development of a national research network. Surveillance of the tobacco industry's methods to push tobacco and pull consumers can help the public health community identify new markets and campaigns, justify and tailor effective tobacco control strategies, and evaluate existing counter-marketing efforts.
本“载体”文件（关于监测烟草使用流行情况的五篇系列文章中的第四篇）介绍了可用于监测烟草营销的数据来源和方法，并就建立国家监测系统提出了建议。
2002年，国家烟草监测、研究与评估研讨会的“载体”工作组确定了烟草营销的优先指标：烟草品牌定价策略、零售环境广告及促销补贴、灰色市场或走私活动、游说、直邮营销、电影中的烟草品牌植入、互联网促销以及酒吧和活动赞助。本文回顾并确定了这些优先指标以及其他12个相关指标的数据来源和差距。
有38个商业数据网站和互联网来源，以及针对优先指标的个别研究工作。这些来源未整合，成本往往很高，标准化程度有限。
随着国家研究网络的发展，烟草营销可得到更有效的监测。对烟草行业推广烟草和吸引消费者的方法进行监测，有助于公共卫生界识别新的市场和活动，论证并制定有效的烟草控制策略，以及评估现有的反营销努力。
