Direct-to-Consumer Marketing of Cigar Products in the United States
Direct-to-Consumer Marketing of Cigar Products in the United States
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DOI：
10.1093/ntr/ntv190
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发表时间：
2016-05-01
影响因子：
4.7
通讯作者：
Vallone, Donna
中科院分区：
文献类型：
--
作者：
Ganz, Ollie;Teplitskaya, Lyubov;Vallone, Donna
简介：尽管过去十年美国雪茄的使用和销量有所增加，但人们对这些产品的推广方式知之甚少。直接面向消费者（DTC）广告是促销烟草产品的常用方法，可能是雪茄广告的潜在渠道。 方法：使用 Comperemedia (Mintel) 获取 2013 年 1 月至 2014 年 7 月期间美国十大雪茄品牌的选择加入直邮和电子邮件广告。下载并汇总广告以及相应的品牌、广告支出和邮件量数据。还检查了优惠券、赠品和抽奖等促销活动。结果：共有 92 个独特广告符合搜索条件，其中包括两个品牌：Black & Mild (n = 77) 和 Swisher Sweets (n = 15)。在此期间，直邮广告支出总计为 12 809 630 美元。Black & Mild 占直邮总量的 80%，占直邮广告支出的 78%。几乎所有广告都包含至少一项促销活动 (88%) 并包含产品网站的 URL (85%)。 结论：结果表明 Black & Mild 和 Swisher Sweets 是使用 DTC 广告的主要雪茄品牌。促销优惠在广告中几乎无处不在，这可能会吸引对价格敏感的人群。未来的研究应该继续研究通过直邮和电子邮件以及其他渠道（例如销售点）进行的雪茄广告。启示：尽管过去十年美国雪茄的使用和销售有所增加，但有关雪茄广告的数据有限。本文提供了 2013 年 1 月至 2014 年 7 月期间美国 DTC 雪茄广告的支出、数量和促销内容的概况。
Introduction: Although cigar use and sales have increased in the United States over the past decade, little is known about how these products are promoted. Direct-to-consumer (DTC) advertising is a common method used to promote tobacco products and may be a potential channel through which cigars are advertised.Methods: Comperemedia (Mintel) was used to acquire opt-in direct mail and email advertising for the top 10 cigar brands in the United States between January 2013 and July 2014. The advertisement and corresponding data on brand, advertising spend, and mail volume were downloaded and summarized. Promotions such as coupons, giveaways, and sweepstakes were also examined.Results: A total of 92 unique advertisements met the search criteria and included two brands: Black & Mild (n = 77) and Swisher Sweets (n = 15). Expenditures on direct mail advertising during this period totaled $12 809 630. Black & Mild encompassed 80% of total direct mail volume and 78% of direct mail advertising expenditures. Almost all advertisements contained at least one promotion (88%) and included a URL to the product website (85%).Conclusions: The results suggest that Black & Mild and Swisher Sweets are the primary cigar brands using DTC advertising. Promotional offers were nearly ubiquitous among the advertisements, which may appeal to price-sensitive populations. Future studies should continue to examine cigar advertising via direct mail and email, in addition to other channels, such as the point-of-sale.Implications: Although cigar use and sales have increased in the United States over the past decade, there is limited data on cigar advertising. This article provides a snapshot of expenditures, volume, and promotional content of DTC cigar advertising in the United States between January 2013 and July 2014.