title: Assessing tobacco marketing receptivity among youth: integrating point of sale marketing, cigarette package branding and branded merchandise.
abstract: As countries prohibit tobacco marketing through traditional channels, marketing at point of sale (PoS) and through tobacco packaging is increasingly important for promoting tobacco consumption.
  
  
  
  Assess the validity of a novel marketing receptivity index that considers frequency of PoS exposures, tobacco brand recall and ownership of branded merchandise.
  
  
  
  Data come from a cross-sectional survey of 3172 secondary school students in Argentina. Questions assessed frequency of going to stores where tobacco is often sold; cued recall of brand names for 3 cigarette packages with brand name removed and ownership of branded merchandise. A four-level marketing receptivity index was derived: low PoS exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise. Indicators of marketing receptivity and smoking involvement were regressed on the index, including in adjusted models that controlled for sociodemographics, social influences and sensation seeking.
  
  
  
  Among never-smokers, the index had independent positive associations with smoking susceptibility (ie, adjusted OR (AOR)2v1=1.66; AOR3v1=1.64; AOR4v1=2.95), willingness to try a specific brand (ie, AOR2v1=1.45; AOR3v1=2.38; AOR4v1=2.20) and positive smoking expectancies (ie, Badj 2v1=0.09; Badj 3v1=0.18; Badj 4v1=0.34). A more marked dose-response independent association was found with current smoking behaviour (ie, AOR2v1=2.47; AOR3v1=3.16; AOR4v1=3.62).
  
  
  
  The marketing receptivity index was associated with important variation in smoking-related perceptions, intentions and behaviour among Argentine adolescents. Future research should determine the predictive validity and generalisability of this measure to other contexts, including the explanatory power gained by integrating cigarette package brand recognition tasks.
authors.affiliation: Hospital de Clínicas Universidad de Buenos Aires, Buenos Aires, Argentina.|Department of Health Economy & Society, Centro de Estudios de Estado y Sociedad, Buenos Aires, Argentina.
authors.forename: Sandra
authors.initials: S
authors.lastname: Braun
authors.affiliation: Department of Health Promotion, Education, and Behavior, University of South Carolina, Columbia, South Carolina, USA.
authors.forename: Christy
authors.initials: C
authors.lastname: Kollath-Cattano
authors.affiliation: Department of Tobacco Research, Center for Population Health Research National Institute of Public Health, Cuernavaca, Mexico.
authors.forename: Inti
authors.initials: I
authors.lastname: Barrientos
authors.affiliation: Hospital de Clínicas Universidad de Buenos Aires, Buenos Aires, Argentina.|Department of Health Economy & Society, Centro de Estudios de Estado y Sociedad, Buenos Aires, Argentina.
authors.forename: Raúl
authors.initials: R
authors.lastname: Mejía
authors.affiliation: Department of Health Economy & Society, Centro de Estudios de Estado y Sociedad, Buenos Aires, Argentina.
authors.forename: Paola
authors.initials: P
authors.lastname: Morello
authors.affiliation: Department of Pediatrics, Dartmouth Medical School, Hanover, New Hampshire, USA.
authors.forename: James D
authors.initials: JD
authors.lastname: Sargent
authors.affiliation: Department of Health Promotion, Education, and Behavior, University of South Carolina, Columbia, South Carolina, USA.|Department of Tobacco Research, Center for Population Health Research National Institute of Public Health, Cuernavaca, Mexico.
authors.forename: James F
authors.initials: JF
authors.lastname: Thrasher
mesh_terms: D000293:Adolescent; D001118:Argentina; D002648:Child; D003132:Commerce / Q000706:statistics & numerical data; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing; D019064:Product Packaging; D000074285:Smokers / Q000523:psychology / Q000706:statistics & numerical data; D012907:Smoking / Q000191:economics / Q000453:epidemiology*; D011795:Surveys and Questionnaires; D062789:Tobacco Products / Q000191:economics*
keywords: Advertising and Promotion; Global health; Low/Middle income country; Packaging and Labelling