title: Frequency and characteristics associated with exposure to tobacco direct mail marketing and its prospective effect on smoking behaviors among young adults from the US Midwest.
abstract: OBJECTIVE
  We examined the exposure to tobacco direct mail marketing and its effect on subsequent smoking behaviors in a US Midwest regional cohort of young adults.
  
  
  METHODS
  Data were collected from 2622 young adults (mean age = 24 years) in 2010 to 2011 (baseline) and 2011 to 2012 (follow-up). We collected information on demographics, tobacco use, and exposure to tobacco direct mail materials in the previous 6 months at baseline. Smoking behaviors were reassessed at follow-up. We investigated the characteristics associated with receiving these materials at baseline, and the associations between receiving cigarette coupons in the mail at baseline and smoking behaviors at follow-up.
  
  
  RESULTS
  Thirteen percent of participants reported receiving tobacco direct mail materials in the previous 6 months. Receipt of these materials was associated with age, education, and tobacco use (P < .05). Among those who received these materials, 77% and 56% reported receiving coupons for cigarettes and other tobacco products, respectively. Among baseline nonsmokers and ex-smokers, receiving coupons was associated with becoming current smokers at follow-up (P < .05). Among baseline current smokers, receiving coupons was associated with lower likelihood of smoking cessation at follow-up (P < .05).
  
  
  CONCLUSIONS
  Tobacco direct mail marketing promoted and sustained smoking behaviors among US Midwest young adults. Regulating this marketing strategy might reduce the prevalence of smoking in this population.
authors.affiliation: Kelvin Choi is with the National Institute on Minority Health and Health Disparities Division of Intramural Research, Bethesda, MD. Jean L. Forster is with the University of Minnesota, Division of Epidemiology and Community Health, Minneapolis.
authors.forename: Kelvin
authors.initials: K
authors.lastname: Choi
authors.forename: Jean L
authors.initials: JL
authors.lastname: Forster
mesh_terms: D000329:Advertising / Q000379:methods / Q000706:statistics & numerical data*; D005260:Female; D006801:Humans; D008297:Male; D015146:Midwestern United States / Q000453:epidemiology; D011177:Postal Service / Q000379:methods / Q000706:statistics & numerical data; D011446:Prospective Studies; D012907:Smoking / Q000453:epidemiology*; D019460:Tobacco Industry; D055815:Young Adult