IQOS 在美国获得美国 FDA 修改后的风险烟草产品授权前后的营销战略。

IQOS marketing strategies in the USA before and after US FDA modified risk tobacco product authorisation.

机构信息

Department of Prevention and Community Health, Milken Institute School of Public Health, The George Washington University, Washington, DC, USA

GW Cancer Center, The George Washington University, Washington, DC, USA.

出版信息

Tob Control. 2023 Jul;32(4):418-427. doi: 10.1136/tobaccocontrol-2021-056819. Epub 2021 Oct 19.

DOI:10.1136/tobaccocontrol-2021-056819

PMID:34667105

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC9016087/

Abstract

INTRODUCTION

Given that the US Food and Drug Administration (FDA) authorised reduced exposure messaging to be used in IQOS marketing, we examined: (1) IQOS ad content; (2) advertising media channels and (3) changes in advertising efforts over time.

METHODS

We conducted a mixed-methods study regarding IQOS ad content (headlines, themes, images), ad occurrence characteristics (including content, media channels and adspend) in the USA from August 2019 to April 2021 using Numerator advertising/marketing data.

RESULTS

Across 24 unique ads and 591 occurrences (84.6% online, 8.0% print, 7.4% mobile), there was $4 902 110 total adspend (98.9% allocated to print). Across unique ads, occurrences and adspend, prominent themes included 'real tobacco' (45.8%, 47.4%, 30.1%, respectively), less odour/ash (29.2%, 21.0%, 29.9%) and switching from cigarettes (25.0%, 19.5%, 69.4%), and images mainly featured the product alone (58.2%, 61.4%, 99.5%) or with women (25.0%, 19.1%, 0.3%). Per occurrences and adspend, the most prominent media channel themes (eg, magazine/website topics) were technology (19.3%, 10.6%), women's fashion (18.1%, 26.2%), weather/news (9.0%, 15.3%) and entertainment/pop culture/gaming (8.5%, 23.1%). Ad themes appearing only post-FDA authorisation included switching from traditional cigarettes, same-day/home-delivery, convenience (eg, use indoors), reduced exposure to some dangerous substances, science/research and distinction from e-cigarettes. Overall adspend per occurrence increased postauthorisation (p=0.016); the highest adspend per unique ad (69.3% of total) focused on ads featuring reduced exposure.

CONCLUSIONS

Regulatory efforts must be informed by ongoing surveillance of IQOS marketing efforts and its impacts, particularly how specific consumer subgroups (eg, tobacco non-users, women, young people) are impacted by marketing exposure.

摘要

引言

鉴于美国食品和药物管理局（FDA）授权在 IQOS 营销中使用减少暴露信息，我们研究了：（1）IQOS 广告内容；（2）广告媒体渠道；（3）随着时间的推移广告力度的变化。

方法

我们使用 Numerator 广告/营销数据，对 2019 年 8 月至 2021 年 4 月期间美国的 IQOS 广告内容（标题、主题、图像）、广告出现特征（包括内容、媒体渠道和广告支出）进行了一项混合方法研究。

结果

在 24 个独特的广告和 591 次广告展示（84.6%在线，8.0%印刷，7.4%移动）中，广告支出总计 4902110 美元（98.9%分配给印刷）。在独特的广告、广告展示和广告支出中，突出的主题包括“真正的烟草”（45.8%、47.4%、30.1%）、气味/灰烬减少（29.2%、21.0%、29.9%）和从香烟切换（25.0%、19.5%、69.4%），图像主要以产品单独出现（58.2%、61.4%、99.5%）或与女性一起出现（25.0%、19.1%、0.3%）。按广告展示和广告支出计算，最突出的媒体渠道主题（例如，杂志/网站主题）是技术（19.3%、10.6%）、女性时尚（18.1%、26.2%）、天气/新闻（9.0%、15.3%）和娱乐/流行文化/游戏（8.5%、23.1%）。仅在 FDA 授权后出现的广告主题包括从传统香烟切换、当天/送货上门、方便（例如，室内使用）、减少接触某些有害物质、科学/研究和与电子烟的区别。授权后，每次广告展示的广告支出（p=0.016）增加；每次广告展示的最高广告支出（占总支出的 69.3%）用于宣传减少暴露的广告。