'The last line of marketing': Covert tobacco marketing tactics as revealed by former tobacco industry employees
'The last line of marketing': Covert tobacco marketing tactics as revealed by former tobacco industry employees
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DOI：
10.1080/17441692.2020.1824005
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发表时间：
2020-09-19
影响因子：
3.3
通讯作者：
Freeman, Becky
中科院分区：
文献类型：
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作者：
Watts, Christina;Burton, Suzan;Freeman, Becky
在禁止烟草广告和促销的国家，烟草公司将其促销开支集中在针对零售商的企业对企业关系营销活动上。然而，这些活动的证据仅通过二手来源获得，包括对烟草零售商的调查和访谈以及对烟草业文件的分析。为了了解零售业为提高烟草销售而采用的促销策略的广度，对曾在澳大利亚烟草公司工作的关键线人进行了10次半结构化访谈。采用定性迭代方法对烟草品牌推广和零售商营销进行了主题分析。与会者介绍了烟草零售营销和促销策略，这些策略分为三个主要主题：（1）提供经济激励，如价格促销、现金支付和回扣;（2）提供体验式激励，如所有费用的带薪假期，独家派对和活动，以及（3）有针对性的营销和教育，这使得零售商能够代表烟草公司向消费者推销产品。这些战略的最终目标是增加市场份额和推动销售。各国要全面限制所有烟草营销，就必须制定立法，在烟草广告和促销立法中宣布这些活动为非法。
In countries with bans on tobacco advertising and promotion, tobacco companies have focused their promotional expenditure on business-to-business relationship marketing activities aimed at retailers. However, evidence of such activities has been obtained through secondary sources only, including surveys and interviews with tobacco retailers and analyses of tobacco industry documents. To understand the breadth of promotional strategies employed in the retail sector to enhance tobacco sales, 10 semi-structured interviews were conducted with a sample of key informants who formerly worked for tobacco companies operating in Australia. A qualitative iterative approach was used to develop a thematic analysis of tobacco brand promotion and retailer marketing. Participants described tobacco retail marketing and promotion strategies that were categorised into three primary themes: (1) the provision of financial incentives, such as price promotions, cash payments and rebates; (2) the provision of experiential incentives, such as all-expenses paid vacations, exclusive parties and events, and (3) targeted marketing and education, which enabled retailers to market to consumers on behalf of tobacco companies. Such strategies had the ultimate objective of increasing market share and driving sales. For countries to comprehensively restrict all tobacco marketing, legislation must be introduced to outlaw these activities in tobacco advertising and promotion legislation.