tobacco marketing - njtobaccofree.orgnjtobaccofree.org/prevention webinar handouts and...
Post on 15-May-2018
223 Views
Preview:
TRANSCRIPT
6/8/2015
1
Jose A. Cruz, LCSW, MBA, CTTS
Division Addiction Psychiatry
Robert Wood Johnson Medical School
Tobacco Marketing Marketing strategies used to target
vulnerable populations
Acknowledgements
SAMHSA's Partnerships for Success Program
Rutgers University, Division of Addiction Psychiatry, has been approved by the New Jersey Department of Health as a provider of
New Jersey Public Health Continuing Education Contact Hours (CEs).
Participants who successfully complete this educational program will be awarded (1) One NJ Public Health Continuing Education
Contact Hours (CEs).
6/8/2015
2
Tobacco= #1 Cause of Death in US
30% OF ALL CANCER DEATHS
National Prevention Strategy (17 Federal Departments)
• Tobacco Free Living
• Preventing Drug Abuse and Excessive
Alcohol Use
• Healthy Eating
• Active Living
• Injury and Violence Free Living
• Reproductive and Sexual Health
• Mental and Emotional Well-being
Tobacco Use= Disparity Groups
37.8
45.1
63.6
21.3
34.5
0
10
20
30
40
50
60
70
Anxiety Disorder
Affective Disorder
Substance Use Disorder
No Mental Disorder
Medicaid
Current Disorder (<12 mo)
NCS-R 2001-2003; Diagnoses using CIDI
Lawrence et al, BMC Public Health 2009, 9:285
6/8/2015
3
Past Month Tobacco Use among Youths Aged 12 to 17: 2002-2013
National Survey on Drug Use and Health
Electronic cigarette
1.5
2.8
4.5
NJ Smoking Rates
NJ Smoking Prevalence ~ 16%
Higher than State Tobacco
Average
Salem 25%
Cumberland 25%
Atlantic 22%
Cape May 21%
Camden 19%
Gloucester 19%
Warren 19%
Sussex 18%
Somerset 9%
Middlesex 12%
Hunterdon 13%
Mercer 13%
Highest per Capita Income
6/8/2015
4
$0
$2
$4
$6
$8
$10
$12
$14
$16
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
POS Total
All Other
Price Discounts
Ann
ual E
xpen
ditu
res
($
billi
ons)
MSA
Note: POS includes POS advertising, price discounts, promotional allowances and retail value added. After 2001, POS excludes
promotional allowances to wholesalers and others, and price discounts are included in POS Total and identified separately.
Source: Federal Trade Commission, 2011.
TOBACCO INDUSTRY MARKETING EXPENDITURES
FSPTCA
Ribisl 2011
TOBACCO INDUSTRY MARKETING EXPENDITURES
• Advertising and promotional expenditures increased from $8.37 billion to
$9.17 billion
• The largest single category of expenditures in 2012 was $9.6 billion
marketing cigarettes and smokeless tobacco. That is $26 million a day or
$1 million every hour.
• According to the 2012 Federal Trade Commission Cigarette Report, the
largest expenditures was in price discounts paid to cigarette retailers or
wholesalers in order to reduce the price of cigarettes to consumers, which
accounted for $7.802 billion (85.1 percent of total advertising and
promotional expenditures).
• About 13.2 billion cigars, including 12.5 billion large cigars and
cigarillos and 0.7 billion little cigars, were sold in the United States
in 2013.
https://www.ftc.gov/system/files/documents/reports/federal-trade-commission-cigarette-report-2012/150327-
2012cigaretterpt.pdf
TOBACCO INDUSTRY MARKETING EXPENDITURES
6/8/2015
5
• Smoking-related illness in the United States costs more than $300 billion each
year, including: Nearly $170 billion for direct medical care for adults
• More than $156 billion in lost productivity, including $5.6 billion in lost productivity
due to secondhand smoke exposure
• The FDA’s Real Cost Campaign:
The United States is the fourth largest tobacco-producing country in the
world, following China (which produced 3.2 million tons in 2012), India, and
Brazil.
http://www.cdc.gov/tobacco/data_statistics/fact_sheets/tobacco_industry/marketing/
2014 Surgeon General's Report, Table 12.4, page 660
The Marketing Mix - Building a brand
• Product
• Price
“In the marketing cycle of cigarettes, without a
consumer-related identity, there is no brand loyalty and
without brand loyalty there is no market.”
PAPERS FROM THE 690000 A.A.A.A. REGION CONVENTIONS HOW AN AGENCY BUILDS A BRAND -- THE
VIRGINIA SLIMS STORY. Retrieved from http://legacy.library.ucsf.edu/tid/efc64e00
• Promotion
• Place
2014: Marlboro is the most popular cigarette brand in U.S.
Market Shares for Leading Cigarette Brands
Brand Market %
Marlboro 40.80%
Newport 12.40%
Camel 7.90%
Pall Mall Box 7.80%
Pyramid 2.00%
Note: Market share—or market percentage—is defined as the percentage of total sales in the United States.
Maxwell JC. The Maxwell Report: Year End & Fourth Quarter 2014 Cigarette Industry. Richmond (VA): John C. Maxwell, Jr., 2015
According to American parent company Altria
(MO), Marlboro has been the largest cigarette
brand in the U.S for the last 35 years. It has 44% market share in the U.S., making it larger
than the next 10 cigarette brands combined.-
CNN Money, retrieved from
http://money.cnn.com/2015/05/27/news/compan
ies/marlboro-brand-tobacco-cigarettes/
Altria:
Basic Benson & Hedges
Cambridge Chesterfield Commander Dave's
English Ovals Lark
L&M Marlboro
Merit Parliament
Players Saratoga Virginia Slims
6/8/2015
6
http://www.wsj.com/articles/reynolds-american-to-buy-lorillard-for-27-4-billion-1405422823
History of Tobacco Marketing
http://www.trinketsandtrash.org/
History of Tobacco Marketing
-http://www.trinketsandtrash.org/
“More doctors smoke Camels than any other cigarette”
“More Doctors” campaign
“Well aware of these concerns—and their impact on cigarette sales—the tobacco
companies devised advertising and marketing strategies to (1) reassure the public of the
competitive health advantages of their brands, (2) recruit physicians as crucial allies in the
ongoing process of marketing tobacco, and (3) maintain the salience of individual clinical
judgments about the health effects of smoking in the face of categorical scientific
findings.”
Source. Magazine of Wall Street .
July 26, 1930.
Source. Ohio State Journal of Medicine.
July 1949;45:670. Source. Saturday Evening
Post. October 16, 1937.
Gardner, M. N., & Brandt, A. M. (2006). “The Doctors’ Choice Is America’s Choice”: The Physician in US Cigarette
Advertisements, 1930–1953. American Journal of Public Health, 96(2), 222–232. doi:10.2105/AJPH.2005.066654
-http://tobacco.stanford.edu/tobacco_main/index.php
6/8/2015
7
Marketing strategies
focused on women
Women, Tobacco and Cancer: An Agenda for the 21st
Century. U.S. Department of Health and Human Services,
2004
Wilcox and Company, 1881 Pioneer Tobacco, 1900
http://tobacco.stanford.edu/tobacco_main/main.php
http://www.cdc.gov/tobacco/data_statistics/sgr/50th-anniversary/pdfs/fs_women_smoking_508.pdf
http://www.cdc.gov/tobacco/data_statistics/sgr/50th-anniversary/pdfs/fs_women_smoking_508.pdf
6/8/2015
8
http://legacy.library.ucsf.edu/tid/aze37b00
Research Collection (1969)
pg. 57
Marketing strategies focused on children
SURGEON GENERAl 'S WA RNING, Smoking Jh • p ............ . ,.,.. ,..... .....\1 " " '• " " ; , . , 6, 1
6/8/2015
9
http://legacy.library.ucsf.edu/tid/eyn18c00 RJ Reynolds (1984 est.)
http://legacy.library.ucsf.edu/tid/pvt37b00
Tobacco Institute (1989)
Tobacco in New Jersey’s stores
New Jersey Tobacco Point of Sale Project, 2014. A report that focused on retailers near schools in nine NJ communities
– Multiple factors affected the diversity of advertisments, promotions and
products
– Most stores had exterior advertisments
– There are still a noticeable number of flavored and menthol cigs ads
– Although new, e-cig ads rivaled the number of cig and smokeless tobacco ads
– Most retailers sold flavored cigars for less than a dollar
– The selling of snus and electronic cigarettes/devices varied
http://www.nj.gov/health/ctcp/documents/tobacco_marketing.pdf
6/8/2015
10
Chesterfield, 1951 vs Winston, 1972
Chesterfield, 1962 vs Newport, 2011 Lucky Strike, 1937 vs Virginia Slims, 1975
Lucky Strike, 1932 vs Kool, 2000
RJR’s Natural American Spirit and Grizzly smokeless tobacco
2010: Attorneys General from
33 states and the District of
Columbia, led by California, required that the Santa Fe
Natural Tobacco Company
(division of Reynold America)
add a disclaimer stating,
"Organic tobacco does NOT mean a safer cigarette”
Reaching diverse populations- people of color
Each year, approximately 45,000
African Americans die from a
preventable smoking-related disease. - CDC, 2003
Lung cancer is the leading cause of cancer
deaths among Latinos living in the United
States. - American Cancer Society, 2008
6/8/2015
11
75% of African Americans prefer
menthol cigarettes
Influences smoking behavior,
nicotine levels, ? metabolism
Cools airway → ? Changing puff
behavior
Higher menthol in those with
mental illness
JM et al., Nicotine & Tobacco Research 2007
Menthol Cigarettes: Targeting at its worst
Lower quit rates among African American &
Latino menthol cigarette smokers
Reaching diverse and vulnerable populations: LGBTQQI
PROJECT SCUM:
(Sub-Culture Urban Marketing)
• Alternative Life Styles
• International Influence
• Rebellious, Generation X
• Street People
RJ Reynolds 1995
http://legacy.library.ucsf.edu/tid/mum76d00
6/8/2015
12
Campaign for Tobacco Free Kids Report, June 2014
A Sophisticated Product…
• Prior to 2010, “Light”, “Ultra Light” were allowed. Criteria was that it had to deliver 15mg of tar
when “measured by an automated smoking machine.”-CDC
• “Defendants have designed their cigarettes to precisely control nicotine delivery levels and
provide doses of nicotine sufficient to create and sustain addiction” -U.S. v. Philip Morris, USA, Inc., 449 F.
Supp. 2d (D.D.C. 2006) at 309
6/8/2015
13
http://countertobacco.org/
Young People Need to Know
There are
more and
more new
tobacco
products
being
introduced
on the
market.
However,
NO tobacco
product is
safe!
Emerging and Unique Tobacco Products
Stuff Magazine, Nov. 2010
Playboy, 2009 http://www.wikihow.com/Dip-Smokeless-Tobacco
Original Sources:
Car and Driver: May 2013
Field and Stream: April 2013
Outdoor Life: April 2013
Popular Mechanics: May 2013 Rolling Stone: April 11, 2013
http://www.trinketsandtrash.org
/detail.php?artifactid=7689&page
=3
6/8/2015
14
Men's Journal - October 2011
“E-Cigs Lingo
Vaping. Cartomizers. Smoke Juice.”
Events:
Marie Claire, Jan 2013
Men's Journal, June 2013
Esquire - January 2012
Men's Journal - March 2012, May 2012
Flavored Products
6/8/2015
15
“The evidence is sufficient to infer that the relative risk of dying from cigarette smoking has increased over the last 50 years in men and women in the United States.”
— 2014 Surgeon General’s Report
1998 Master Settlement Agreement:
• States will receive over $206 billion over 25 years. NJ > $247 million
• Addresses marketing strategies, i.e. Billboards, cartoons, merchandise and advertisement for youths
Family Smoking Prevention and Tobacco Control Act: granted FDA authority to regulate manufacturing, marketing and sale of tobacco products
Post MSA:
• More expenditure on direct and comprehensive strategies to reach subgroups
• Focus on younger adults
• Preferences, attitudes and lifestyle
• Incentives: 449 days or 8,980 cigarettes gets you a Outdoor charcoal smoker
Tobacco Control
Tobacco Control
• Prevention
• Treatment
• Policy/ New Jersey Smokefree Air Act (NJ SFAA) 2006
• Surveillance and Research
• Price, Taxes and Access
• Litigation against Tobacco Industry
• http://njtobaccofree.org/
Some things to look for in your community stores
• What type of retailers are there in your community?
• What other establishments are located nearby, i.e. schools,
churches, playgrounds or other places where youth gather?
• How prominent is advertising for tobacco, electronic cigarettes or
hookah products outside and inside the store? What percentage of
the windows or the front area is covered by signs or advertisement?
• Specifically, what products are emphasized more or less?
• Is there any indication, i.e. a visible sign, that the retailer or store
employees verify the age of customers who purchase tobacco?
• How could the “Look, See, Check ID” brochure help engage retailers
in addressing tobacco use among youth?
CADCA: Environmental Scan Example, adapted from the Getting to Outcomes Manual (Rand Corporation, 2007)
6/8/2015
16
Conclusions
• Tobacco is a drug that affects diverse groups and subgroups of populations
differently
• The tobacco industry continues to differentiate its products and attempts to
build brand loyalty
• It is important to expose how tobacco companies target vulnerable
populations and increase the burden they carry in dealing with this deadly
addiction
• Tobacco prevention is an important part of substance use prevention
Jill M Williams, M.D.
Professor of Psychiatry and Director of the Division of Addiction Psychiatry
Rutgers University-Robert Wood Johnson Medical School
williajm@rwjms.rutgers.edu
732-235-4341
Jose A. Cruz, LCSW, MBA
Addictions Consultant / Mental Health Clinician
Rutgers University, RWJMS, Division of Addiction Psychiatry
cruzj3@rwjms.rutgers.edu
732-235-4497
top related