ATTACK Toolkit Webinar on

Tobacco Industry Marketing

www.ATTACKtobacco.net11-16-11

ATTACK Toolkit OverviewTobacco Industry MarketingQuestion & Answer

www.ATTACKtobacco.net

Tobacco Industry MarketingMeghan Bridgid Moran, Ph.D.

Assistant Professor, School of Communication San Diego State University

Tobacco Company

Marketing Tactics

Meghan Bridgid Moran, Ph.D.

Assistant Professor, School of Communication

San Diego State University

mmoran@mail.sdsu.edu

Why examine tobacco

marketing?

2006: $12.4 billion on

tobacco marketing

Strong evidence indicates

that tobacco advertising

has a significant effect on a

youth’s progression from

non-smoker to established

smoker.

See National Cancer Institute, Mongraph 19: The role of the

media in promoting and reducing tobacco use for full analysis

When was the last time you’ve seen a tobacco related ad (outside of your

professional setting)?

Today

This week

This month

This year

Over a year ago

Can’t remember

Pleasure, Escape, Relaxation

and Fun

Flavors

Financial Incentives,

Promotions and Direct

Mailings

Tobaccofreekids.org

Are you on a mailing list for any tobacco

products and/or tobacco companies?

Yes

No

Masculinity

Femininity

Freedom, Independence

and Liberation

Individuality and

Authenticity

Cultural Approaches

Tobaccocommons.org

BRIEF JOB SUMMARY:

The primary responsibility of the Brand Ambassador is to

work with the Senior Brand Ambassador and Nightlife

Manager to execute in locally signed venues (bars, pubs,

and clubs). While at a signed venue, the BA will build

brand awareness and gain exposure through various

promotional activities. The BA is also required to attend regularly scheduled program trainings.

Tobaccoboomm.com

Which of these approaches concerns you

the most?

• Pleasure, escape, relaxation, fun

• Flavors

• Financial incentives, promotions, direct mailings

• Images of masculinity/femininity

• Freedom, independence, liberation

• Individuality and authenticity

• Cultural approaches, including bar and

nightclub marketing

Many adolescents buy into

the cultural meaning of

smoking: Although they are

aware of the health risks,

many adolescents report that

they believe smoking conveys

something important about

who they are as a rebellious

and independent person.

What can we do to combat

these marketing tactics?

Show youth that not smoking

is a way to communicate their

identity.

0

1

2

3

4

5

Not seen campaign Seen campaign

Lik

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od

of

ha

vin

g a

nti

-sm

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ing

att

itu

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Effects of truth campaign by peer crowd

Elite

Deviant

Academic

Counterculture

Feel free to email me at mmoran@mail.sdsu.edu

Non-advertisement images from

tobaccofreekids.org, tobaccocommons.org

Kimberly Bankston-LeeSenior Project Directorklee@sacbreathe.org916-444-5900 x211

Alex TyannikovProject Manageratyannikov@sacbreathe.org916-444-5900 x206

Meghan Bridgid Moran, Ph.D. Assistant Professor, School of Communication San Diego State University mmoran@mail.sdsu.edu

www.ATTACKtobacco.net