Tobacco Industry Direct Mail Marketing

描述（由申请人提供）：烟草行业的营销已被证明会影响吸烟的开始和消费。尽管在过去十年中加强了对烟草广告和营销的监管，但1997年至2003年期间，烟草业的广告支出几乎增加了两倍。烟草业有着根据监管调整战略的悠久历史。与此相一致，自1998年《总和解协议》以来，杂志和广告牌广告等传统广告有所减少，而直邮和优惠券等战略则大幅增加。作为一种与成年吸烟者进行交流的许可形式，直邮目前受到的限制最少，相对于其他形式的营销，其知名度有限。尽管烟草业越来越依赖直邮营销，但直邮营销很少受到公共卫生界的关注。此R 03申请是对NCI PAR-06-073“癌症控制行为研究小额赠款”的回应，并描述了一项计划，旨在利用烟草行业文件和一系列实际直邮来解决有关烟草行业直邮营销的研究文献中的差距。因此，本申请的具体目的是：1）检索和分析内部烟草行业文件，以确定和检查烟草行业的直邮目的和用于实现这些目的的策略，以及2）通过对烟草行业直邮档案的直邮内容分析，说明该行业如何实施目标1中确定的目的和策略。因此，这个拟议项目的意义在于它有可能产生关于烟草业直邮营销的重要知识，以及该行业如何利用这种营销工具来促进其产品的使用。这些研究结果是有用的，因为直邮及其促销活动在一定程度上实现了维持和增加烟草销售的既定目的，但它们可能会对健康产生负面影响，并通过鼓励增加消费和阻止戒烟来破坏促进健康的政策举措。

DESCRIPTION (provided by applicant): Tobacco industry marketing has been shown to affect smoking initiation and consumption. In spite of increased regulation of tobacco advertising and marketing over the last decade, industry spending on advertising almost tripled between 1997 and 2003. The tobacco industry has a long history of shifting strategies in response to regulation. In keeping with this, traditional advertising such as magazine and billboard ads has decreased since the 1998 Master Settlement Agreement while strategies such as direct mail and coupons have increased substantially. As a permission-based form of communication with adult smokers, direct mail is currently subject to minimal restrictions and has limited visibility relative to other forms of marketing. Despite increased reliance on direct mail marketing by the tobacco industry, direct mail marketing has received little attention from the public health community. This R03 application is in response to NCI PAR-06-073, Small Grants for Behavioral Research in Cancer Control and describes a plan to address gaps in the research literature about tobacco industry direct mail marketing using tobacco industry documents and a collection of actual direct mail. Accordingly, the specific aims of this application are to: 1) retrieve and analyze internal tobacco industry documents to identify and examine the tobacco industry's purposes for direct mail and strategies utilized to accomplish these and 2) illustrate how the industry operationalizes the purposes and strategies identified in Aim 1 through a content analysis of direct mail from an archive of tobacco industry direct mail. Thus, the significance of this proposed project is its potential to generate important knowledge about the tobacco industry direct mail marketing and how the industry uses this marketing tool to promote the use of its products. These findings are useful because to the extent that direct mail and its promotions accomplish their stated purposes of maintaining and increasing tobacco sales, they may negatively influence health and undermine pro-health policy initiatives by encouraging increased consumption and discouraging smoking cessation.