Recent findings suggest that tobacco product use is on the rise in US 18-24 year olds. More than a quarter of this group attends college, making college campuses an attractive market for the tobacco industry, which spends $5.5 billion a year on advertising and promotions. This study examined the various marketing and promotional techniques being utilized by the tobacco companies to capture the 18-24 year old college student market at Rutgers University. A comprehensive examination of stores on and near campus as well as in the local downtown district was implemented to assess the extent and nature of tobacco marketing. Utilizing an observation form, a sample of 25 retail stores was examined to identify the placement, images, diversity, and quantity of tobacco signage and marketing pieces within the stores. A convenience sample of university students who consider themselves smokers was also surveyed regarding their personal experiences of tobacco marketing strategies. This included where they buy tobacco products, if they have received mail and/or catalogs or collected credits or merchandise from tobacco companies, and their exposure to tobacco marketing through promotional concerts, bars and/or sporting events sponsored by the tobacco companies. Findings will be presented, including a discussion of the apparent shift in the tobacco marketing strategies to capture this lucrative market and the implications of the findings for anti-tobacco health promotion and policy and tobacco prevention programs targeted to college-aged populations.
Learning Objectives: After attending this session, participants will be able to:
Keywords: College Students, Marketing
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