What do adult smokers think about ads and promotional materials for PREPs?
OBJECTIVE
To describe adult smokers' reactions to PREP print advertisements and promotional materials.


METHODS
Focus groups with adult smokers. Participants reacted to print advertisements and promotional materials for Omni, Accord, Advance Lights, Ariva, and Eclipse.


RESULTS
Images and text in PREP product advertising and promotional materials influence participants' decision to try PREPs. Participants believed the PREP ads target smokers who are trying to quit or smokers who are health conscious.


CONCLUSIONS
Tracking and monitoring the reactions of smokers to novel products, their perceptions about them, and their use of these products are necessary for the design of effective health communication strategies.
O'Hegarty
Michelle
M
Centers for Disease Control and Prevention, Office on Smoking and Health, Atlanta, GA, USA. MOHegarty@cdc.gov
Richter
Patricia
P
Pederson
Linda L
LL
D000328:Adult; D000329:Advertising; D001294:Attitude to Health; D003657:Decision Making; D005260:Female; D017144:Focus Groups; D006801:Humans; D008297:Male; D008875:Middle Aged; D009042:Motivation; D012907:Smoking / Q000009:adverse effects / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology; D013714:Tennessee; D013781:Texas; D019460:Tobacco Industry; D014028:Tobacco Smoke Pollution / Q000009:adverse effects / Q000517:prevention & control; D014030:Tobacco, Smokeless
D014028:Tobacco Smoke Pollution