Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #116596

Kimberly Maxwell, PhD¹, Susan E. Middlestadt, PhD², Junette McWilliams, MPH¹, and Jesse Gelwicks, MA¹. (1) Center for Applied Behavioral and Evaluation Research, Academy for Educational Development, 1825 Connecticut Avenue, NW, Washington, DC 20009, (2) Applied Health Science, Indiana University, 116 HPER, Bloomington, IN 47405, 812/856-5768, semiddle@indiana.edu

Tobacco companies conduct extensive consumer research to understand the public's perception of the industry. An analysis of how PM used research to develop, implement and evaluate its corporate image campaign, Philip Morris in the 21st Century (PM21), can be used to understand how the tobacco industry uses consumer research to develop communication messages. The research was conducted by searching internal tobacco industry collections made available through the Master Settlement Agreement (www.tobaccodocuments.org). More than sixty documents, including public opinion tracking surveys, focus group guides and reports, intercept interview reports, internal memos, and public relation speeches were analyzed. The analyses found that PM commissioned at least ten qualitative and twelve quantitative studies over four years to launch and monitor PM21's effectiveness. This extensive research reveals the tobacco industry's ability to conduct a fluid and continuous stream of research to respond to target audience reactions and external factors that may affect the campaign's success. Specifically, PM's research revealed that 1) PM had a lower public image than Exxon; 2) PM could successfully portray itself as an “open and accessible” company that is about more than cigarettes, and 3) the campaign influenced people in key audience segments (Elites, Activist Moms, African Americans, Hispanics and Gen-X) to have a more favorable impression of PM as a “company that cares”. One implication of this tobacco industry knowledge is for public health researchers to understand how to use continuous consumer research to adapt their programs to changing audience needs and external factors.

Learning Objectives:

• 1. Recognize how tobacco companies position themselves as socially responsible companies.
• 2. Analyze the market research methods used by tobacco companies to redefine their public image.
• 3. Discuss how corporate market research practices may be applicable to public health researchers.

Keywords: Tobacco Industry, Marketing

Presenting author's disclosure statement:
Disclosure not received
Relationship: Not Received.