Healthy Skepticism Library item: 13382
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
Publication type: Journal Article
Morrison MA, Krugman DM, Park P.
Under the radar: smokeless tobacco advertising in magazines with substantial youth readership.
Am J Public Health 2008 Mar; 98:(3):543-8
http://www.ajph.org/cgi/content/abstract/98/3/543
Abstract:
OBJECTIVES: In light of the Smokeless Tobacco Master Settlement Agreement (STMSA) and the fact that smokeless tobacco advertising has received little attention, we examined industry data to assess smokeless tobacco advertising in popular magazines. Of particular interest was the level of advertising in magazines with high youth readership and the amount of reach and frequency that was generated among readers aged 12 to 17 years.
METHODS: We used readership data from Mediamark Research Inc, advertising expenditure data from TNS Media Intelligence, and Adplus, a media planning program from Telmar to document the composition of adult and youth readership of magazines in which smokeless tobacco products were advertised, industry expenditures on advertising, and adolescents’ exposure to smokeless tobacco advertising.
RESULTS: The STMSA appears to have had a limited effect on the advertising of smokeless tobacco products to youth; both before and after the agreement, smokeless tobacco companies advertised in magazines with high adolescent readership.
CONCLUSIONS: Popular magazines with smokeless tobacco advertising reach a large number of adolescents through a combination of both youth-oriented and adult magazines. These exposure levels have generally increased since the STMSA.
mmorris3@utk.edu
Keywords:
MeSH Terms:
Adolescent
Adult
Advertising as Topic*
Age Factors
Communication
Female
Health Promotion
Humans
Industry
Male
Periodicals as Topic*
Social Marketing
Tobacco Use Disorder/epidemiology*
Tobacco, Smokeless*
United States/epidemiology
