Tobacco industry marketing to low socioeconomic status women in the U.S.A.
Tobacco industry marketing to low socioeconomic status women in the U.S.A.
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DOI：
10.1136/tobaccocontrol-2013-051224
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发表时间：
2014-11
期刊：
影响因子：
5.2
通讯作者：
Ling PM
中科院分区：
文献类型：
--
作者：
Brown-Johnson CG;England LJ;Glantz SA;Ling PM
描述烟草公司针对美国社会经济地位 (SES) 较低的女性的营销策略。分析以前秘密的烟草行业文件。从 20 世纪 70 年代末开始，烟草公司将营销重点放在社会经济地位较低的女性身上，包括军人妻子、低收入的内城区少数族裔女性、“容易受到折扣影响”的老年女性吸烟者以及受教育程度较低的年轻白人女性。策略包括向最贫困人口分发带有食品券的折扣优惠券、在销售点和通过直邮提供折扣以保持较低的卷烟价格、为社会经济地位较低的女性开发新品牌，以及向社会经济地位较低的非裔美国女性宣传奢华形象。最近，公司将针对低收入女性的促销策略纳入知名品牌的营销计划中。至少四十年来，烟草公司使用了多种营销策略来吸引美国社会经济地位较低的女性。对抗针对低社会经济地位女性的营销策略可包括：1) 反作用价格折扣和直邮优惠券，以降低烟草产品的价格；2) 对销售点广告和零售展示实施限制；3) 制作反广告，以增强对低社会经济地位女性的心理社会目标的抵制。为了实现健康公平，需要采取控烟措施来抵消烟草业营销对低收入妇女的影响。
Describe tobacco companies’ marketing strategies targeting low socioeconomic-status (SES) females in the US. Analysis of previously secret tobacco industry documents. Tobacco companies focused marketing on low SES women starting in the late 1970s, including military wives, low-income inner-city minority women, “discount-susceptible” older female smokers, and less-educated young white women. Strategies included distributing discount coupons with food stamps to reach the very poor, discount offers at point-of-sale and via direct mail to keep cigarette prices low, developing new brands for low SES females, and promoting luxury images to low SES African American women. More recently, companies integrated promotional strategies targeting low-income women into marketing plans for established brands. Tobacco companies used numerous marketing strategies to reach low SES females in the US for at least four decades. Strategies to counteract marketing to low SES women could include: 1) counter-acting price discounts and direct mail coupons that reduce the price of tobacco products, 2) instituting restrictions on point-of-sale advertising and retail display, and 3) creating counter-advertising that builds resistance to psychosocial targeting of low SES women. To achieve health equity, tobacco control efforts are needed to counteract the influence of tobacco industry marketing to low-income women.
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