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Attack Toolkit Webinar on Tobacco Industry Marketing
 

Attack Toolkit Webinar on Tobacco Industry Marketing

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This interactive webinar was designed for tobacco control advocates and enthusiasts working with youth and young adults. Slideshow represents the content covered in the webinar. Meghan Bridgid Moran, ...

This interactive webinar was designed for tobacco control advocates and enthusiasts working with youth and young adults. Slideshow represents the content covered in the webinar. Meghan Bridgid Moran, PhD, presented research on the Tobacco Industry marketing strategies.

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    Attack Toolkit Webinar on Tobacco Industry Marketing Attack Toolkit Webinar on Tobacco Industry Marketing Presentation Transcript

    • ATTACK Toolkit Webinar on Tobacco Industry Marketing11-16-11 www.ATTACKtobacco.net
    • ATTACK Toolkit OverviewTobacco Industry MarketingQuestion & Answer www.ATTACKtobacco.net
    • Tobacco Industry Marketing Meghan 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 advertisinghas 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 atobacco 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 tobaccoproducts and/or tobacco companies?YesNo
    • Masculinity
    • Femininity
    • Freedom, Independence and Liberation
    • Individuality and Authenticity
    • Cultural Approaches
    • Tobaccocommons.org
    • BRIEF JOB SUMMARY:The primary responsibility of the Brand Ambassador is towork with the Senior Brand Ambassador and NightlifeManager to execute in locally signed venues (bars, pubs,and clubs). While at a signed venue, the BA will buildbrand awareness and gain exposure through variouspromotional activities. The BA is also required to attendregularly scheduled program trainings.
    • Tobaccoboomm.com
    • Which of these approaches concerns youthe 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 thatthey 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 smokingis a way to communicate their identity.
    • Effects of truth campaign by peer crowd 5Likelihood of having anti-smoking attitude 4 3 Elite Deviant Academic 2 Counterculture 1 0 Not seen campaign Seen campaign
    • Feel free to email me at mmoran@mail.sdsu.edu Non-advertisement images from tobaccofreekids.org, tobaccocommons.org
    • Kimberly Bankston-Lee Alex Tyannikov Meghan Bridgid Moran, Ph.D.Senior Project Director Project Manager Assistant Professor,klee@sacbreathe.org atyannikov@sacbreathe.org School of Communication916-444-5900 x211 916-444-5900 x206 San Diego State University mmoran@mail.sdsu.edu www.ATTACKtobacco.net