In 1996, a few weekly independent newspapers in major California cities began running tobacco advertisements featuring bars and clubs, with occasional band contests or special music tours at these locations. This marketing approach provides free bar advertising in weekly tobacco-sponsored advertisements aimed at young adults, bar paraphernalia with tobacco logos, periodic events and visits by tobacco promotional teams or bands, sometimes paired with distribution of free tobacco samples or merchandise. Few regulations exist to counter this growing marketing effort aimed at young adults. The purpose of this study has been to document the rise in prevalence of these ads in California, show comparisons with other states, and describe the results of observations at bars sponsored by four different tobacco brands. Three newspapers were monitored in California in 1996, then three more from major cities were added with all issues monitored and coded for tobacco ads from 1997 to 2000. Nine newspapers from major cities throughout the U.S. were also coded in 1999 and 2000. Since 1996, the prevalence of tobacco ads listing bars and clubs has more than doubled in these newspapers, with approximately 520 different tobacco-sponsored bars and clubs listed in the ads in the five largest metropolitan areas in the state, in 1999. This growth has taken place despite restrictions on smoking in bars in California. Similar tobacco marketing patterns and advertising prevalence have been found in comparisons made with urban independent newspapers in the nine other states.
Learning Objectives: At the conclusion of the session, the participant in this session will be able to: 1. List five tobacco brand campaigns that have emerged recently in urban bars and clubs; 2. Describe the strategies typically used by 3 major tobacco brands to involve bar patrons 3. Identify trends in bar sponsorship over time
Keywords: Marketing, Tobacco Industry
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
The 128th Annual Meeting of APHA