200889 Finding our niche: Comparing tobacco industry marketing and tobacco control counter-marketing strategies

Monday, November 9, 2009: 10:48 AM

Yogi H. Hendlin, MSc , Department of Political Science, University of California, Los Angeles, Solana Beach, CA
Objective: To aid development of effective tobacco control campaigns preventing young adult smoking by delineating the different marketing strategies tobacco control and tobacco industry campaigns exhibit based on the strength and weakness of specific resources each has available.

Methods: Comparing tobacco industry documents with tobacco control planning documents (through reviewing both published papers and in-house data and planning documents) and comparing mediums of advertising, design and content of messages, and age and population of the main targeted group.

Results: While the tobacco industry has fewer venues and mediums it can advertise in, it makes greater use of them because of its financial resources, with a consistent focus on 18-30 year olds. The tobacco industry makes significant use of sophisticated third-party marketing firms that deploy manipulative techniques to sell their clients' products. Tobacco control counter-marketing has a wider range of possible marketing arenas, but is financially constrained, avoids manipulation, and public health bureaucracy sometimes tones-down potentially appealing young adult messaging. Tobacco control campaigns also often use a scattershot approach, switching advertising audiences frequently, decreasing the impact of long-term campaign saturation.

Discussion: Not all of the tobacco industry's tactics are transferable to tobacco control. Tobacco control must address the fundamental difference between marketing not smoking and smoking, recognizing the cognitive and emotional differences elicited, and capitalize on its strengths rather than solely reacting to tobacco industry marketing.

Learning Objectives:
Compare two ways the tobacco industry induces young adults to smoke with current tobacco control counter-marketing approaches.

Keywords: Tobacco Industry, Tobacco Control

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been researching tobacco control for the past 2 1/2 years, including working 2 years directly under Dr. Stanton Glantz at the UCSF Center for Tobacco Control Research and Education. I have published in the AJPH and have another paper on a similar topic to the one I will present on in review. I also currently consult for Breathe California on the Project Attack young adult counter-marketing toolkit and wrote the literature review section of that document.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.