West Joshua H, Hall P Cougar, Page Randy M, Trinidad Dennis R, Lindsay Gordon B
Department of Health Science, Brigham Young University, Provo, UT 84602, USA.
Int J Adolesc Med Health. 2012;24(2):143-8. doi: 10.1515/ijamh.2012.021. Epub 2011 Nov 29.
Advertising plays a major role in smoking behavior and forming brand preferences. Additionally, the most advertised tobacco brands have also been the most preferred. Maintaining brand loyalty in Latin America remains a priority for the tobacco industry.
The purpose of this study was to explore tobacco brand preference trends from 2003 to 2006, and explore marketing and advertising factors that might be associated with these trends.
Data for this study came from Mexican adolescents residing in cities that participated in the Global Youth Tobacco Survey in both 2003 and 2006 and reported smoking either Marlboro or Camel cigarettes in the past 30 days.
Respondents reported the brand name of their preferred cigarette during the past 30 days. Multivariate regression analysis was used to determine differences by brand preference and exposure to tobacco marketing and advertising, which was assessed using six items.
In 2003, most adolescents preferred Marlboro. By 2006, older boys preferred Camel cigarettes to Marlboro, while girls' preference for Camel was similar to their preference for Marlboro. Adolescents that preferred Camel cigarettes in 2003 also reported greater exposure to tobacco marketing and advertising.
Findings indicate that there are ongoing shifts in youth brand preference in Mexico, and that these shifts might be related to marketing and advertising practices. There is an ongoing need for monitoring marketing and advertising practices in an effort to protect adolescents from tobacco company exploits.
广告在吸烟行为和形成品牌偏好方面起着重要作用。此外，广告投放最多的烟草品牌也是最受欢迎的品牌。在拉丁美洲维持品牌忠诚度仍然是烟草行业的首要任务。
本研究的目的是探讨2003年至2006年烟草品牌偏好趋势，并探究可能与这些趋势相关的营销和广告因素。
本研究的数据来自居住在2003年和2006年参与全球青少年烟草调查的城市中的墨西哥青少年，他们报告在过去30天内吸食过万宝路或骆驼牌香烟。
受访者报告了他们在过去30天内最喜欢的香烟品牌名称。使用多变量回归分析来确定品牌偏好以及接触烟草营销和广告的差异，后者通过六个项目进行评估。
2003年，大多数青少年更喜欢万宝路。到2006年，年龄较大的男孩比起万宝路更喜欢骆驼牌香烟，而女孩对骆驼牌香烟的偏好与她们对万宝路的偏好相似。2003年喜欢骆驼牌香烟的青少年也报告称接触烟草营销和广告的机会更多。
研究结果表明，墨西哥青少年的品牌偏好正在不断变化，而且这些变化可能与营销和广告行为有关。持续需要对营销和广告行为进行监测，以保护青少年免受烟草公司的侵害。
