Tobacco Industry Direct Mail Marketing

描述(由申请人提供)：烟草业营销已被证明影响吸烟的开始和消费。尽管过去十年加强了对烟草广告和营销的监管，但从1997年到2003年，烟草行业在广告上的支出几乎增加了两倍。烟草行业因应监管而改变策略的历史由来已久。与此相一致的是，杂志和广告牌广告等传统广告自1998年《总结算协议》以来有所减少，而直接邮寄和优惠券等战略则大幅增加。作为一种基于许可的与成年吸烟者交流的形式，直接邮件目前受到的限制最少，相对于其他形式的营销，知名度也有限。尽管烟草行业越来越依赖直接邮寄营销，但直接邮寄营销几乎没有受到公共卫生界的关注。此R03应用程序是对NCI PAR-06-073《癌症控制行为研究小额资助》的响应，并描述了一项计划，以解决使用烟草行业文件和实际直接邮件集合进行烟草行业直邮营销的研究文献中的空白。因此，该应用程序的具体目标是：1)检索和分析烟草行业内部文件，以确定和检查烟草行业直接邮件的目的和用于实现这些目的的策略，以及2)说明该行业如何通过对来自烟草行业直接邮件档案的直接邮件的内容分析来实施目标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行业直接邮寄营销的重要知识，以及该行业如何利用这一营销工具来促进其产品的使用。这些发现是有用的，因为在一定程度上，直接邮寄及其促销活动实现了维持和增加烟草销售的既定目的，它们可能会通过鼓励增加消费和劝阻戒烟，对健康产生负面影响，并破坏有利于健康的政策倡议。

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.