title: The menthol marketing mix: targeted promotions for focus communities in the United States.
abstract: BACKGROUND
  This study analyzes tobacco industry menthol marketing strategies aimed at urban predominantly Black populations.
  
  
  METHODS
  Data are drawn from an interview with a former Brown & Williamson Tobacco Company trade marketing manager, tobacco industry documents on Kool promotions in urban areas, and public health literature on tobacco marketing.
  
  
  RESULTS
  Tobacco companies recognize the growth potential for the menthol segment in these urban communities. They have higher levels of price discounts and signage, exert tight controls over the retail environment, and use hip-hop lifestyle to associate menthol products with urban nightlife, music, fame, and cultural edginess among younger smokers.
  
  
  CONCLUSIONS
  Tobacco companies regard the urban Black menthol segment as one of the few markets in which they can grow sales despite declines elsewhere in the United States. Consequently, this population is surrounded by intense and integrated levels of marketing. We need strong monitoring, regulation, and enforcement efforts that will counter the industry's use of menthol at multiple levels in urban environments.
authors.affiliation: Insitute for Health Promotion and Disease Prevention Research, University of Southern California Keck School of Medicine, Alhambra, CA 91803, USA. tesscruz@usc.edu
authors.forename: Tess Boley
authors.initials: TB
authors.lastname: Cruz
authors.forename: La Tanisha
authors.initials: LT
authors.lastname: Wright
authors.forename: George
authors.initials: G
authors.lastname: Crawford
mesh_terms: D000329:Advertising; D001741:Black or African American; D006801:Humans; D040541:Marketing / Q000379:methods*; D008610:Menthol; D012907:Smoking; D019460:Tobacco Industry / Q000379:methods*; D014481:United States; D014505:Urban Population
chemical_list: D008610:Menthol