5031.0 Tobacco Marketing: New Messages, Products, & Media

Wednesday, October 31, 2012: 8:30 AM - 10:00 AM
This session will integrate results from new studies of tobacco marketing for both traditional and novel cigarette, smokeless tobacco, and “other” tobacco products to identify new developments relevant to tobacco control. Investigators engaged in active monitoring and analysis of tobacco industry marketing will present the results of four different content analyses of branded websites selling cigarettes, electronic cigarettes, and other tobacco products. New and evolving message strategies will be identified, as well as the extension of these messages into traditional and novel channels including email, interactive media, viral marketing and other electronic and social media. Cross cutting themes from the presentations with high relevance to tobacco control will be discussed, including: health and therapeutic claims, messages related to smoking cessation, promotion of dual/multiple tobacco product use, reacting to clean indoor air policies, and new efforts to enhance tobacco brand identities. Examples of the recent developments in both marketing messages and the channels of communication will be discussed, with implications for tobacco policy, monitoring, and regulation.
Session Objectives: Identify three new ways electronic media are being used to promote tobacco use 1. Evaluate tobacco marketing messages that may results in harm for public health efforts 2. Discuss the implications of new media and messages for tobacco marketing regulation
Pamela Ling, MD, MPH

Tobacco brand e-mail: Digital delivery of marketing messages to your inbox
M. Jane Lewis, DrPH and Olivia A. Wackowski, PhD, MPH
Selling the “Switch” - A review of marketing promoting switching to Camel Snus
Olivia A. Wackowski, PhD, MPH and M. Jane Lewis, DrPH, MA
Integrating slacktivism with brand identity through web-based “conservation” campaigns
Mariaelena Gonzalez, PhD, Stan Glantz, PhD and Pamela Ling, MD, MPH

See individual abstracts for presenting author's disclosure statement and author's information.

Organized by: Alcohol, Tobacco, and Other Drugs

CE Credits: Medical (CME), Health Education (CHES), Nursing (CNE), Public Health (CPH) , Masters Certified Health Education Specialist (MCHES)