Association of point-of-purchase tobacco advertising and promotions with choice of usual brand among teenage smokers.
The objective is to determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. A cross-sectional survey was designed that merged records of store tobacco advertising and promotions. The survey was administered to 3,890 U.S. high school smokers with a usual brand, matched to 196 convenience stores. Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (p <.001) and a greater brand share of interior (p = .05) and exterior (p = .05) advertising voice for Marlboro. Choice of Camel as a usual brand was associated with a greater share of interior advertising voice for Camel (p <.001) but was unrelated to a Camel gift with purchase promotions (p > .05) and negatively associated with a greater share of exterior advertising voice for Camel (p < .001). The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoke among teens, but resultsfor Camel are mixed and inconclusive. Further research is required to confirm and extend these findings.
Wakefield
Melanie A
MA
Center for Behavioral Research in Cancer, Cancer Control Research Instiute, The Cancer Council Victoria, Carlton, Australia. melanie.wakefield@cancervic.org.au
Ruel
Erin E
EE
Chaloupka
Frank J
FJ
Slater
Sandy J
SJ
Kaufman
Nancy J
NJ
D000293:Adolescent; D000329:Advertising; D002755:Choice Behavior; D003132:Commerce / Q000379:methods*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D006801:Humans; D011634:Public Health; D012907:Smoking / Q000523:psychology*; D013334:Students / Q000523:psychology; D019460:Tobacco Industry / Q000145:classification / Q000379:methods*; D014481:United States