Attack Toolkit Webinar on Tobacco Industry Marketing
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ATTACK Toolkit Webinar on
Tobacco Industry Marketing
www.ATTACKtobacco.net11-16-11
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ATTACK Toolkit OverviewTobacco Industry MarketingQuestion & Answer
www.ATTACKtobacco.net
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Tobacco Industry MarketingMeghan Bridgid Moran, Ph.D.
Assistant Professor, School of Communication San Diego State University
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Tobacco Company
Marketing Tactics
Meghan Bridgid Moran, Ph.D.
Assistant Professor, School of Communication
San Diego State University
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Why examine tobacco
marketing?
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2006: $12.4 billion on
tobacco marketing
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Strong evidence indicates
that tobacco advertising
has a significant effect on a
youth’s progression from
non-smoker to established
smoker.
See National Cancer Institute, Mongraph 19: The role of the
media in promoting and reducing tobacco use for full analysis
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When was the last time you’ve seen a tobacco related ad (outside of your
professional setting)?
Today
This week
This month
This year
Over a year ago
Can’t remember
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Pleasure, Escape, Relaxation
and Fun
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Flavors
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Financial Incentives,
Promotions and Direct
Mailings
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Tobaccofreekids.org
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Are you on a mailing list for any tobacco
products and/or tobacco companies?
Yes
No
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Masculinity
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Femininity
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Freedom, Independence
and Liberation
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Individuality and
Authenticity
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Cultural Approaches
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Tobaccocommons.org
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BRIEF JOB SUMMARY:
The primary responsibility of the Brand Ambassador is to
work with the Senior Brand Ambassador and Nightlife
Manager to execute in locally signed venues (bars, pubs,
and clubs). While at a signed venue, the BA will build
brand awareness and gain exposure through various
promotional activities. The BA is also required to attend regularly scheduled program trainings.
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Tobaccoboomm.com
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Which of these approaches concerns you
the most?
• Pleasure, escape, relaxation, fun
• Flavors
• Financial incentives, promotions, direct mailings
• Images of masculinity/femininity
• Freedom, independence, liberation
• Individuality and authenticity
• Cultural approaches, including bar and
nightclub marketing
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Many adolescents buy into
the cultural meaning of
smoking: Although they are
aware of the health risks,
many adolescents report that
they believe smoking conveys
something important about
who they are as a rebellious
and independent person.
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What can we do to combat
these marketing tactics?
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Show youth that not smoking
is a way to communicate their
identity.
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0
1
2
3
4
5
Not seen campaign Seen campaign
Lik
eli
ho
od
of
ha
vin
g a
nti
-sm
ok
ing
att
itu
de
Effects of truth campaign by peer crowd
Elite
Deviant
Academic
Counterculture
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Feel free to email me at [email protected]
Non-advertisement images from
tobaccofreekids.org, tobaccocommons.org
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Kimberly Bankston-LeeSenior Project [email protected] x211
Alex TyannikovProject [email protected] x206
Meghan Bridgid Moran, Ph.D. Assistant Professor, School of Communication San Diego State University [email protected]
www.ATTACKtobacco.net