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Valerie B. Yerger, ND, MA and Ruth, E. Malone, RN, PhD. Center for Tobacco Control Research & Education, University of California, San Francisco, Box 1390, San Francisco, CA 94143-1390, (415) 476-2784, valyer@itsa.ucsf.edu
In 1986 nearly eight billion units of Newports were consumed by black smokers, but Lorillard wanted more. The 1988 “Inner City Sales Program” was designed to provide “a 94% reach [to] the black market, an average of forty-seven times through the year.” According to company internal documents, Lorillard’s sales, marketing, and promotion teams all converged upon “tough inner city neighborhoods” to aggressively advertise and promote Newport’s logo and Alive with Pleasure theme. Lorillard’s “key Newport audience” was black smokers, aged 21-34. All areas of black neighborhoods were sought: inside the home via print media, out of home activities such as sponsorships of ethnic festivals, in the store via point of sales advertisements and promotions, as well as out of store activities. Lorillard’s van program allowed Newport cigarettes to penetrate even further into black neighborhoods. Because black smokers have the worst health outcomes from tobacco-related disease among all ethnic groups, including increased risks of cardiovascular disease, stroke, and hypertension, it is important to understand the ways in which smoking behavior has been fostered in the black community. The Inner City Sales Program offers specific examples of targeting practices, many of which continue in inner city communities.
Learning Objectives: At the conclusion of the session, learners will be able to
Keywords: Tobacco Industry, Marketing
Presenting author's disclosure statement:
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.