Impact of promotions on awareness, trial, and likelihood of trial of new dissolvable tobacco.
OBJECTIVE
To determine test market awareness and promotional effects of Camel dissolvable tobacco.


METHODS
Cross-sectional survey.


METHODS
Indiana test market.


METHODS
Stratified sample of Indiana adults (N = 472).


METHODS
Data were poststratified and weighted to account for the sampling and demographics.


METHODS
Descriptive statistics and multivariate analysis.


RESULTS
The study results indicate that 31.2% of participants were aware of Camel Dissolvables, 4.5% had tried them, and 8.3% were likely to try them. Tobacco use was a significant predictor of all outcomes; dual (cigarettes and smokeless tobacco) users were more likely to be familiar with, try, and be interested in trying Camel Dissolvables than single tobacco users and nonusers (p < .05). Male gender was a significant predictor only for likelihood of trial (p < .05). Education was a significant predictor only of actual trial (p < .05). Familiarity was predicted by in-store, magazine, and mail promotions. Trial was predicted by having seen magazine ads. Web site exposure predicted likelihood of trial. Of those who reported trying Camel Dissolvables (N = 37), 49% no longer used them, 43% used them some days, and 8% used them daily. Continued use was reported by 87% of dual users and 26% of single tobacco users (p < .01).


CONCLUSIONS
Smokers and male dual tobacco users appear most affected by Camel Dissolvables promotions.
Laura
L
Romito
M Kim
MK
Saxton
D000293:Adolescent; D000328:Adult; D000329:Advertising; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D007196:Indiana; D033182:Intention; D016013:Likelihood Functions; D008297:Male; D008875:Middle Aged; D015999:Multivariate Analysis; D011795:Surveys and Questionnaires; D014030:Tobacco, Smokeless / Q000706:statistics & numerical data*; D055815:Young Adult