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APHA Scientific Session and Event Listing

M. Jane Lewis, DrPH and Olivia Wackowski, MPH. School of Public Health, University of Medicine and Dentistry of New Jersey, 317 George Street, Suite 209, New Brunswick, NJ 08901, 732-235-9742, lewismj@umdnj.edu

Direct mail to those on the tobacco industry's extensive databases provides the industry with a way of communicating directly with consumers while going under tobacco control's radar screen. Analysis of direct mail can provide information about the images, messages and types of promotional strategies used over time. This presentation will describe and illustrate the results of a content analysis of over 100 Camel direct mail pieces spanning almost 15 years (1992-2006), from Joe Camel through Camel Casino and beyond. Direct mail received by a convenience sample of monitors was analyzed to identify types of mail (“general,” “gift,” “catalog,” “seasonal” mail, and promotions for new tobacco blends, campaign events, sweepstakes and brand loyalty items) and promotional strategies, images, and messages used over time. We also analyzed direct mail response mechanisms such as sign-up forms for friends or surveys, order forms, and entry forms which provide the industry with valuable information with which to make future marketing decisions. This presentation will discuss the ways in which Camel direct mail has been used to build relationships with and reward customers through coupons and gifts, as well as promote special events, activities/games and even “clubs” for Camel smokers (such as the “VIP” club). Findings will illustrate how Camel's direct mail marketing utilizes a number of strategies which aim at encouraging continued, even increased smoking, and as such has the potential to influence smoking consumption and delay or derail quit attempts. Continued monitoring of this form of marketing is essential.

Learning Objectives: