POLICY STUDIES ON LIMITING TOBACCO MARKETING TO YOUTH

描述：店内烟草广告和促销是一种 越来越多地利用营销策略来鼓励烟草使用。 的 调查人员以前的工作表明，购买点（POP）烟草 广告和促销活动广泛，在学校附近更为普遍， 变得越来越普遍。 烟草控制活动家和公共政策 因此，制造商对限制持久性有机污染物的使用越来越感兴趣 去年，FDA提出了这样的法规。 虽然研究 已经进行了关于广告在促进青少年 吸烟的开始，很少有人知道的影响，持久性有机污染物烟草 广告和促销对青年人的影响或政策可能产生的影响 限制青少年接触这些支持吸烟的信息的选择。 研究人员将评估三种POP条件的影响 （仅限“墓碑”广告，“墓碑”加上反广告，以及维持现状） 对青少年的规范性认知、风险评估、购买 意图和吸烟相关的行为。 这项研究包括一个 随机，横断面调查的青年招募从28个教室， 两个学区的五年级学生和24个七年级学生教室 以及对青年小组（队列）进行为期一年的后续评估 从28个六年级教室和24个 八年级学生 研究人员将设计并系统地预先测试 “墓碑”和柜台广告材料，可用于商店 出售烟草制品的公司 他们将制作录像带模拟 两种可选POP广告策略的典型商店环境 （仅限“墓碑”广告;“墓碑”广告加反广告）和 参考，现状POP条件。 这些刺激材料将是 在教室里展示给学生。 研究设计使 研究人员测量暴露于不同环境的直接影响， 持久性有机污染物条件（第1年）。 他们还将能够确定直接 对录像民意研究计划政策方案的回应（和无录像参考 条件）和随后的吸烟相关行为（第2年）。 的 研究人员将把研究结果分发给其他 研究人员，烟草政策活动家和公共卫生官员（第3年）。 结果将阐明烟草POP的亲吸烟影响 营销对青年的影响，并提供有关两个有效性的经验数据 提出的政策选择。 他们将测量青少年对以下问题的反应： 接种反广告并确定反应是否是预测性的 未来的行为。

DESCRIPTION: In-store tobacco advertisements and promotions are an increasingly utilized marketing strategy to encourage tobacco use. The investigators' previous work indicates that point-of-purchase (POP) tobacco advertising and promotion are extensive, more prevalent near schools, and becoming more pervasive. Tobacco control activists and public policy makers, therefore, have expressed growing interest in restrictions on POP marketing, and the FDA last year proposed such regulations. While research has been conducted on the role of advertising in promoting adolescent smoking initiation, little is known about the influence of POP tobacco advertising and promotion on young people or the possible effects of policy options to restrict youth exposure to these pro-smoking messages. The investigators will assess the effects of three POP conditions ('tombstone" ads only, "tombstone" plus counter-advertising, and status quo) on adolescents' normative perceptions, assessments of risk, purchase intentions, and smoking-related behavior. This study consists of a randomized, cross-sectional survey of youth recruited from 28 classrooms of fifth-graders and 24 classrooms of seventh-graders in two school districts and a one-year follow-up assessment of a panel (cohort) of the youth recruited from 28 classrooms of sixth-graders and 24 classrooms of eighth-graders. The investigators will design and systematically pre-test "tombstone" and counter-advertising materials that could be used in stores that sell tobacco products. They will produce videotape simulations of typical store environments for two alternative POP advertising policies ("tombstone" ads only; "tombstone" ads plus counter-advertising) and a reference, status quo POP condition. These stimulus materials will be presented to students in classrooms. The research design enables the investigators to measure the immediate impact of exposure to the different POP conditions (year 1). They will also be able to determine the relationship between immediate responses to the videotaped POP policy options (and no-video reference condition) and subsequent smoking-related behavior (year 2). The investigators will disseminate the results of the study to other researchers, tobacco policy activists, and public health officials (year 3). The results will explicate the pro-smoking influences of tobacco POP marketing on youth and provide empirical data regarding the efficacy of two proposed policy options. They will measure adolescents' responses to inoculation counter-advertisements and determine if responses are predictive of future behavior.