Tobacco Advertising

Matters

April Roeseler

California Tobacco Control Program

July 19, 2010

Relationship among Tobacco Industry Advertising, Marketing Communications, Consumer Marketing, and Stakeholder Marketing

NCI: Tobacco Monograph 19: The Role of the Media in Promoting and Reducing Tobacco Use, 2008.

It influences initiation

It influences maintenance of use

It undermines comprehensive

tobacco control programs

Money Matters

Top 3 Expenditure Categories

2006 Cigarettes

• $12.5 billion 1

•Price Related:

$11.5 billion (93%)

•POS: $243 million

•Adult Only Entertainment:

$168 million

2006 SLT

• $354 million 2

•Price Related: $246

million (69%)

•Sampling: $42 million

•POS: $21 million

1 FTC Cigarette Report for 2006; 2009

2 FTC Smokeless Tobacco Report for 2006; 2009

2006 Cigarette Advertising &

Promotion Expenditures

Price

POS

Speciality Items

Adult Only Ent.

Direct Mail

Other

Website

Targeted Messages Matter

2009

2000

Desirable Associations

www.trinketsandtrash.org

Satisfying…..Taste

www.trinketsandtrash.org

Appeals to health conscious consumers

www.trinketsandtrash.org

The vehicle for delivering the

message matters

Direct and digital marketing

matter

Bar night marketing: promotes experimentation,

poly-use, undermines smoke-free norms, and

establishes a long-term relationship

Tracking tobacco industry

marketing matters

Chico 12/2007

San Francisco 12/2008

San Francisco 07/2008

San Francisco drugstore before midnight

October 1, 2008

San Francisco drugstore after midnight

October 1, 2008

Tracking tobacco industry

attitudes & beliefs matter • 75.0% of California adults agreed that a ban on

cigarette advertising should be extended to all print and electronic media. 1

• 78.2% of California adults agreed that advertising tobacco products at sports and athletic events should be banned. 1

• High school students reporting they had seen tobacco advertisements at sport or community events declined significantly from 58.1% to 52% (p-value <0.001) between 2002 and 2006.2

• Adults who reported attending a tobacco company-sponsored event in the past year also declined significantly from 19% in 2002 to 14.0% in 2005 (p-value <0.001).3

1 California Adult Tobacco Survey, 2007 2 California Student Tobacco Survey, 2002-2006

3 California Tobacco Survey, 2002-2005

Getting from point A to point B

is easier said than done

Sometimes you get stuck

Some journeys are more

complicated than expected

There are unexpected delays

on the road to progress

Are we there yet?

Most people will never know

what goes into achieving

success