Department of Health, Behavior & Society, Johns Hopkins University Bloomberg School of Public Health,Baltimore, MD, USA.
Department of Health Policy and Management, Johns Hopkins University Bloomberg School of Public Health, Baltimore, MD, USA.
Addict Behav. 2019 Sep;96:100-109. doi: 10.1016/j.addbeh.2019.04.024. Epub 2019 Apr 25.
To describe advertising tactics of cigarette, e-cigarette, little cigar/cigarillo and smokeless tobacco manufacturers.
We conducted a content analysis of tobacco 827 ads run in the US in 2016. Ads were double coded by trained coders across ten domains: promotions, web/social media presence, use cues, warnings and disclaimers, descriptors, claims, activities, setting, imagery, and themes.
Cigarette ads relied on promotional tactics like discounts and sweepstakes and featured links to websites and mobile apps, all of which can increase brand loyalty and customer engagement. E-cigarette ads used tactics that appear to target new consumers, such as highlighting the product's qualities and modeling product use. Little cigar/cigarillo ads often positioned the product as social and featured music, urban and nightlife settings. Smokeless tobacco ads frequently featured themes, activities and settings stereotypically thought of as masculine.
The tactics used to advertise tobacco products can help generate new consumers, encourage product/brand switching, and escalate use among current users. Understanding how different products are advertised can inform the Food and Drug Administration's regulatory efforts, and tobacco counter-marketing campaigns.
描述香烟、电子烟、小雪茄/雪茄和无烟烟草制造商的广告策略。
我们对 2016 年美国发布的 827 则烟草广告进行了内容分析。广告由经过培训的编码员在十个领域进行了双重编码：促销、网络/社交媒体存在、使用提示、警告和免责声明、描述符、声明、活动、设置、图像和主题。
香烟广告依赖于折扣和抽奖等促销策略，并链接到网站和移动应用程序，所有这些都可以提高品牌忠诚度和客户参与度。电子烟广告采用了似乎针对新消费者的策略，例如突出产品的质量和产品使用方式。小雪茄/雪茄广告经常将产品定位为社交产品，并以音乐、城市和夜生活场景为特色。无烟烟草广告经常以刻板印象中男性化的主题、活动和场景为特色。
用于宣传烟草产品的策略可以帮助吸引新消费者，鼓励产品/品牌转换，并增加现有用户的使用量。了解不同产品的广告方式可以为食品和药物管理局的监管工作提供信息，并为烟草反营销活动提供信息。
