Stanford Prevention Research Center, Department of Medicine, Stanford University School of Medicine, 1070 Arastradero Rd, suite 353, Palo Alto, CA 94304, USA.
Nicotine Tob Res. 2012 Jan;14(1):116-21. doi: 10.1093/ntr/ntr122. Epub 2011 Jun 24.
To describe advertising, promotions, and pack prices for the leading brands of menthol and nonmenthol cigarettes near California high schools and to examine their associations with school and neighborhood demographics.
In stores (n = 407) within walking distance (0.8 km [1/2 mile]) of California high schools (n = 91), trained observers counted ads for menthol and nonmenthol cigarettes and collected data about promotions and prices for Newport and Marlboro, the leading brand in each category. Multilevel modeling examined the proportion of all cigarette advertising for any menthol brand, the proportion of stores with sales promotions, and the lowest advertised pack price in relation to store types and school/neighborhood demographics.
For each 10 percentage point increase in the proportion of Black students, the proportion of menthol advertising increased by 5.9 percentage points (e.g., from an average of 25.7%-31.6%), the odds of a Newport promotion were 50% higher (95% CI = 1.01, 2.22), and the cost of Newport was 12 cents lower (95% CI = -0.18, -0.06). By comparison, the odds of a promotion and the price for Marlboro, the leading brand of nonmenthol cigarettes, were unrelated to any school or neighborhood demographics.
In high school neighborhoods, targeted advertising exposes Blacks to more promotions and lower prices for the leading brand of menthol cigarettes. This evidence contradicts the manufacturer's claims that the availability of its promotions is not based on race/ethnicity. It also highlights the need for tobacco control policies that would limit disparities in exposure to retail marketing for cigarettes.
描述加利福尼亚州高中附近薄荷醇和非薄荷醇香烟的领先品牌的广告、促销和包装价格，并研究它们与学校和社区人口统计学的关联。
在距离加利福尼亚州高中步行距离内（0.8 公里[1/2 英里]）的商店（n=407）中，训练有素的观察员对薄荷醇和非薄荷醇香烟的广告进行计数，并收集有关 Newport 和 Marlboro（每个类别中的领先品牌）的促销和价格数据。多层模型检查了任何薄荷醇品牌的所有香烟广告的比例、有销售促销的商店比例以及最低广告包装价格与商店类型和学校/社区人口统计学的关系。
黑人学生比例每增加 10 个百分点，薄荷醇广告的比例就增加 5.9 个百分点（例如，从平均 25.7%-31.6%），Newport 促销的可能性增加 50%（95%CI=1.01,2.22），Newport 的成本降低 12 美分（95%CI=-0.18,-0.06）。相比之下，Marlboro（非薄荷醇香烟的领先品牌）的促销和价格与任何学校或社区人口统计学都没有关系。
在高中社区，针对目标的广告使黑人更容易接触到薄荷醇香烟领先品牌的更多促销和更低价格。这一证据与制造商声称其促销活动的可用性不是基于种族/族裔的说法相矛盾。它还强调了需要采取烟草控制政策，以限制零售营销对香烟的暴露存在差异。
