Targeted Advertising, Promotion, and Price For Menthol Cigarettes in California High School Neighborhoods
Targeted Advertising, Promotion, and Price For Menthol Cigarettes in California High School Neighborhoods
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DOI：
10.1093/ntr/ntr122
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发表时间：
2012-01-01
影响因子：
4.7
通讯作者：
Fortmann, Stephen P.
中科院分区：
文献类型：
--
作者：
Henriksen, Lisa;Schleicher, Nina C.;Fortmann, Stephen P.
目的：描述加州高中附近主要品牌的薄荷醇和非薄荷醇香烟的广告、促销和包装价格，并检查它们与学校和社区人口统计学的关联。在步行距离内的商店（n = 407）（0.8公里[1/2英里]）的加州高中（n = 91），训练有素的观察员统计了薄荷醇和非薄荷醇香烟的广告，并收集了纽波特和万宝路（每个类别中的领先品牌）的促销和价格数据。多层次模型检查了所有香烟广告的任何薄荷品牌的比例，销售促销的商店的比例，以及最低的广告包装价格与商店类型和学校/社区demographics.Results的关系：每10个百分点的黑人学生的比例增加，薄荷广告的比例增加了5.9个百分点（e。例如，在一个实施例中，从平均25.7%-31.6%），纽波特晋升的几率高50%（95% CI = 1.01，2.22），纽波特的成本低12美分（95% CI =-0.18，-0.06）。相比之下，促销的机会和价格的万宝路，非薄荷醇香烟的领先品牌，是无关的任何学校或附近的demographics.Conclusions：在高中社区，有针对性的广告暴露黑人更多的促销和更低的价格的薄荷醇香烟的领先品牌。这一证据与制造商声称其促销活动的可用性不是基于种族/民族的说法相矛盾。它还强调了烟草控制政策的必要性，这些政策将限制卷烟零售市场的差距。
Objectives: To describe advertising, promotions, and pack prices for the leading brands of menthol and nonmenthol cigarettes near California high schools and to examine their associations with school and neighborhood demographics.Methods: In stores (n = 407) within walking distance (0.8 km [1/2 mile]) of California high schools (n = 91), trained observers counted ads for menthol and nonmenthol cigarettes and collected data about promotions and prices for Newport and Marlboro, the leading brand in each category. Multilevel modeling examined the proportion of all cigarette advertising for any menthol brand, the proportion of stores with sales promotions, and the lowest advertised pack price in relation to store types and school/neighborhood demographics.Results: For each 10 percentage point increase in the proportion of Black students, the proportion of menthol advertising increased by 5.9 percentage points (e. g., from an average of 25.7%-31.6%), the odds of a Newport promotion were 50% higher (95% CI = 1.01, 2.22), and the cost of Newport was 12 cents lower (95% CI = -0.18, -0.06). By comparison, the odds of a promotion and the price for Marlboro, the leading brand of nonmenthol cigarettes, were unrelated to any school or neighborhood demographics.Conclusions: In high school neighborhoods, targeted advertising exposes Blacks to more promotions and lower prices for the leading brand of menthol cigarettes. This evidence contradicts the manufacturer's claims that the availability of its promotions is not based on race/ethnicity. It also highlights the need for tobacco control policies that would limit disparities in exposure to retail marketing for cigarettes.