The document outlines a webinar focused on tobacco industry marketing strategies and their impact on youth smoking behavior, highlighting that in 2006, $12.4 billion was spent on tobacco advertising. It discusses various marketing tactics that appeal to adolescents, such as themes of pleasure, independence, and cultural identity, and emphasizes the need to challenge these perceptions by promoting non-smoking as a form of identity expression. The document also includes information about the effectiveness of campaigns like the Truth Campaign in shaping anti-smoking attitudes among youth.

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

27. Tobaccofreekids.org

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

54. Cultural Approaches

59. Tobaccocommons.org

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