With recent bans on many types of cigarette advertisements and promotion activities resulting from the Master Settlement Agreement, point of sale (POS) advertisement became an important marketing strategy used by the tobacco industry (Wakefield, et. al, 2000). Research also reveals disproportional targeting of minority communities (Slater, et. al, 2000). Using data from 1999 NYTS, the present study investigates influence of demographic characteristics of respondents (age, gender, and race/ethnicity) on their reported frequency of seeing POS advertisement in retail establishments. Controlling for smoking status, our results showed that older students were more likely to report seeing POS advertisement in their community. Contrary to expectations, given the saturation of POS ads in African American communities, African American students were less likely to report seeing POS ads. Plausible explanations of these findings are suggested that consider developmental factors in age, influence, and cultural factors that may account for obtained effect of race/ethnicity.
Learning Objectives: At the end of this session, participants will learn about demographic trends in reported frequencies of the POS advertisement, and be able to apply this knowledge to planning tobacco use prevention programs targeting specific youth population segments.
Keywords: Tobacco, Youth
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.