Department of Population Health and Disease Prevention, Program in Public Health, University of California, 100 Theory, Suite 100, Irvine, CA 92697-7555, USA.
Nicotine Tob Res. 2011 Jun;13(6):431-9. doi: 10.1093/ntr/ntr020. Epub 2011 Mar 8.
Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent.
A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence.
Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users.
These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.
研究人员质疑 RJ 雷诺烟草公司是否将骆驼鼻烟作为非烟草使用者、无烟烟草使用者或香烟吸烟者的产品进行营销。本研究的目的是检查印刷媒体中的骆驼鼻烟广告，以确定其最有可能的目标受众。
对 2007 年 7 月至 2010 年 8 月期间在报纸和消费者杂志上刊登的骆驼鼻烟广告进行了内容分析。这些广告（n = 83 个不同广告；N = 458 个广告）是从 TNS 媒体情报公司维护的专有数据库中全面搜索确定的。
结果表明，所有广告均旨在宣传一种适用于香烟吸烟者的烟草产品。从 2009 年 10 月开始，营销战略发生了转变，发布了“Break Free”杂志广告，其特点是信息模棱两可，可能会吸引任何群体，包括非烟草使用者（例如，青少年）、无烟烟草使用者和/或香烟吸烟者。然而，对刊登骆驼鼻烟广告的消费者杂志进行审查表明，其读者在性别、年龄和教育方面存在多样化，这表明这些广告不太可能针对无烟烟草使用者。
这些发现证实了其他报道和社论的观点，即骆驼鼻烟在产品首次推向全国时被营销为一种适用于吸烟者的产品。最近向“Break Free”营销活动的转变可能反映了试图提升骆驼品牌形象以吸引更广泛的消费者群体的尝试。
