New Trends in Tobacco Marketing

Ling, Pamela

Thursday, August 16, 2012: 2:00 PM

2505A (Kansas City Convention Center)

Dr. Pamela Ling, MD MPH , Medicine, University of California San Francisco, San Francisco, CA

Dr. M. Jane Lewis, DrPH , Health Education and Behavioral Science, University of Medicine and Dentistry of New Jersey School of Public Health, New Brunswick, NJ

Dr. Mariaelena Gonzalez, Ph.D. , Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA

Dr. Rachel Grana, PhD , Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA

Dr. Olivia Wackowski, PhD , Health Education and Behavioral Science, University of Medicine and Dentistry of New Jersey School of Public Health, New Brunswick, NJ

Dr. Stanton Glantz, PhD , Center for Tobacco Control Research and Education, University of California San Francisco, San Francisco, CA

Learning Objectives

At the conclusion of this presentation attendees will be able to:

Identify three new trends in marketing strategies used to promote tobacco products.
Compare new interactive tobacco marketing strategies to traditional tobacco promotional efforts.
Recognize how new eco-friendly “greenwashing” tobacco marketing promotions reinforce corporate social responsibility campaigns.

Cross Cutting Program Area(s): Communications and Media and Evaluation and Surveillance

Audience: Tobacco control professionals, healthcare providers, policy makers, regulators

Key Points: Marketing strategies to encourage tobacco use continue to evolve. This session highlights recent innovations in tobacco marketing in three presentations:

(1) (Dr. Lewis) Results of monitoring by Trinkets & Trash (T&T), a surveillance system and online archive of tobacco marketing materials, including examples of ad placement in local alternative weekly newspapers, new sweepstakes, technology-related gifts such as customized mobile device “skins”, and use of timely events (e.g., Great American Smokeout) to focus promotions.

(2) (Dr. Gonzalez) Case study of the Eco-Friendly “Team Marlboro” interactive marketing campaign featured on Marlboro website in 2011, including sending 10 teams to work on conservation projects, videos of these efforts on the website, and integrating sweepstakes with donations to conservation agencies.

(3) (Dr. Ling) Content analysis of electronic cigarette website interactive features, including use of social media and social networking technology, linking marketing and advocacy, and encouraging e-cigarette consumers to become sellers.

The presentation will feature strategies used by major brands (e.g. Marlboro, Camel, Grizzly) and newer brands such as USA Gold and General Snus and emerging products like e-cigarettes.

Educational Experience: Audience hears 3 presentations by national experts, followed by a discussion addressing the importance of surveillance and the role of local tobacco control to enhance and respond to these efforts, and ideas to anticipate and respond to these developments.

Benefits: Understanding new tobacco marketing efforts is essential to countering these efforts and informing policy and regulation.