Center for Tobacco Control Research and Education, University of California, San Francisco, CA 94143-1390, USA.
Am J Public Health. 2011 Oct;101(10):1942-54. doi: 10.2105/AJPH.2011.300157. Epub 2011 Aug 18.
We investigated tobacco companies' knowledge about concurrent use of tobacco and alcohol, their marketing strategies linking cigarettes with alcohol, and the benefits tobacco companies sought from these marketing activities.
We performed systematic searches on previously secret tobacco industry documents, and we summarized the themes and contexts of relevant search results.
Tobacco company research confirmed the association between tobacco use and alcohol use. Tobacco companies explored promotional strategies linking cigarettes and alcohol, such as jointly sponsoring special events with alcohol companies to lower the cost of sponsorships, increase consumer appeal, reinforce brand identity, and generate increased cigarette sales. They also pursued promotions that tied cigarette sales to alcohol purchases, and cigarette promotional events frequently featured alcohol discounts or encouraged alcohol use.
Tobacco companies' numerous marketing strategies linking cigarettes with alcohol may have reinforced the use of both substances. Because using tobacco and alcohol together makes it harder to quit smoking, policies prohibiting tobacco sales and promotion in establishments where alcohol is served and sold might mitigate this effect. Smoking cessation programs should address the effect that alcohol consumption has on tobacco use.
我们调查了烟草公司对烟草和酒精同时使用的了解程度、将香烟与酒精联系起来的营销策略，以及烟草公司从这些营销活动中寻求的利益。
我们对先前保密的烟草行业文件进行了系统搜索，并对相关搜索结果的主题和背景进行了总结。
烟草公司的研究证实了烟草使用与酒精使用之间的关联。烟草公司探索了将香烟和酒精联系起来的促销策略，例如与酒精公司联合赞助特别活动，以降低赞助成本、增加消费者吸引力、加强品牌形象，并增加香烟销售。他们还追求将香烟销售与酒精购买挂钩的促销活动，香烟促销活动经常提供酒精折扣或鼓励酒精使用。
烟草公司将香烟与酒精联系起来的众多营销策略可能强化了这两种物质的使用。由于同时使用烟草和酒精更难戒烟，因此在供应和销售酒精的场所禁止销售和促销烟草的政策可能会减轻这种影响。戒烟计划应解决酒精消费对烟草使用的影响。
