Tobacco marketing programs have had tremendous appeal to young people. An analysis of tobacco industry advertising was conducted to assist in developing new strategies for social marketing programs aimed at the young adult audience. Methods: We searched internal tobacco industry documents made available on public websites as part of the Master Settlement Agreement. Search terms included: young adults, new smokers, marketing, advertising, Camel, Marlboro, industry terms for young smokers such as FUBYAS, YAMS, or YAFS, names of individuals and agencies, dates, and report types. Documents from tobacco company assessments of the effectiveness of both their own advertising campaigns and their competitors’ campaigns were selected for this analysis. Results: Tobacco industry advertising relies on young adult marketing research that focuses on psychographic profiles, environments, and motivations; this approach contrasts with traditional public health strategies, which rely more on target demographic characteristics. In addition to young adult smoking attitudes, tobacco advertisers learn their goals and aspirations, regular activities, brand images, and social groups. Tobacco marketers determined their most successful advertisements included: story value, timelessness, a sense of reality, a portrayal of enjoyment, aspirational qualities, and high production values. Characteristics of unsuccessful advertisements included: looking unrealistic, confusing or requiring too much thought, muted colors, and emotional neutrality. Social marketers may use tobacco industry marketing strategies to reach young people more effectively. These strategies include broad scope formative research on young adult motivations, goals, and lifestyle, environmental approaches to behavior change, and use of promotions, direct, and field marketing techniques.
Learning Objectives: At the end of the session the participant will be able to: 1. Describe three types of formative research used by the tobacco industry to develop advertisements for young adults 2. List five characteristics of advertisements the tobacco industry has found to be effective with young adults. 3. List five characteristics of advertisements the tobacco industry has found to be ineffective with young adults. 4. Discuss three ways tobacco industry marketing research can be used to develop more effective social marketing programs for health promotion for young adults.
Keywords: Social Marketing, Media Campaigns
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.