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, PhD, presented research on the Tobacco Industry marketing strategies.
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Attack Toolkit Webinar on Tobacco Industry Marketing
- 1. ATTACK Toolkit Webinar on Tobacco Industry Marketing 11-16-11 www.ATTACKtobacco.net
- 2. ATTACK Toolkit Overview Tobacco Industry Marketing Question & Answer www.ATTACKtobacco.net
- 5. Tobacco Industry Marketing Meghan Bridgid Moran, Ph.D. Assistant Professor, School of Communication San Diego State University
- 6. Tobacco Company Marketing Tactics Meghan Bridgid Moran, Ph.D. Assistant Professor, School of Communication San Diego State University mmoran@mail.sdsu.edu
- 7. Why examine tobacco marketing?
- 8. 2006: $12.4 billion on tobacco marketing
- 9. 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
- 13. 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
- 14. Pleasure, Escape, Relaxation and Fun
- 19. Flavors
- 22. Financial Incentives, Promotions and Direct Mailings
- 28. Are you on a mailing list for any tobacco products and/or tobacco companies? Yes No
- 29. Masculinity
- 34. Femininity
- 42. Freedom, Independence and Liberation
- 48. Individuality and Authenticity
- 61. 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.
- 62. Tobaccoboomm.com
- 66. 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
- 67. 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.
- 68. What can we do to combat these marketing tactics?
- 69. Show youth that not smoking is a way to communicate their identity.
- 70. Effects of truth campaign by peer crowd 5 Likelihood of having anti-smoking attitude 4 3 Elite Deviant Academic 2 Counterculture 1 0 Not seen campaign Seen campaign
- 72. Feel free to email me at mmoran@mail.sdsu.edu Non-advertisement images from tobaccofreekids.org, tobaccocommons.org
- 73. 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 Communication 916-444-5900 x211 916-444-5900 x206 San Diego State University mmoran@mail.sdsu.edu www.ATTACKtobacco.net