An analysis of tobacco marketing research was conducted to assist in developing new strategies for tobacco counter-marketing. Methods: We searched internal tobacco industry documents made available on public web-sites as part of the Master Settlement Agreement. Search terms included: young adults, new smokers, marketing, advertising, college, bars, Camel, Marlboro, Generation X, motivation, industry terms for young smokers such as FUBYAS, YAMS, or YAFS, as well as the names of key individuals and agencies, dates, and report types. Results: Young adulthood is a critical opportunity for tobacco marketers to encourage both new smokers and increases in cigarette consumption. Life transitions such as leaving home, college, first jobs, going to bars, and entering the military often accompany changes in smoking behavior. These changes provide multiple opportunities to introduce smoking as a regular part of adult life. The stresses that accompany these transitions also invite the young smoker increasingly to seek and rely on the physical effects of nicotine, which cultivates addiction. Tobacco marketers segment young adult smokers into targets based largely on psychographic criteria, such as smoking motivations, smoking attitudes, social group, leisure activities, ideals, goals and aspirations. In contrast to public health approaches, the demographic characteristics of the segments are of secondary importance. Tobacco marketing programs also focus heavily on the environment and activities of young adults, more than their knowledge or beliefs. Tobacco industry market segmentation studies, lifestyle research, and advertising evaluations can be used to develop new counter-marketing strategies for tobacco control programs.
Learning Objectives: At the conclusion of the session, the participant will be able to: 1. Discuss the importance of young adult smoking to both the tobacco industry and to tobacco control efforts. 2. Describe five factors used by the tobacco industry for young adult market segmentation studies, and understand how segmentation studies are used by the tobacco industry to develop advertising and marketing plans. 3. Discuss four lessons from tobacco industry marketing research that can be used to develop anti-smoking programs for young adults.
Keywords: Tobacco Industry, Marketing
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.