Understanding Smokeless Tobacco and Electronic Cigarette Marketing

 描述(申请人提供)：新的无烟烟草产品和电子烟正迅速进入美国市场，并花费数百万美元进行营销。市场营销推动了消费者对产品的认知，包括风险或收益，这转化为需求，并决定了谁采用了产品，目的是什么。如果市场营销激发了人们对戒烟的新兴趣，或者导致了更安全的产品取代香烟，它可能会给人们的健康带来好处。如果市场推广新产品的双重用途 与香烟一起使用烟草产品而不是戒烟，或者招募年轻人开始吸烟，都会造成伤害。了解无烟烟草产品和电子烟的营销对于制定适当的公共卫生对策至关重要。关键是要了解哪些宣传无烟烟草和电子烟的信息正在向公众传播，哪些信息最相关，以及它们如何影响人们对烟草产品的看法。该项目的目标是更好地了解无烟烟草和电子烟营销战略，以及这些战略如何影响新兴和现有烟草产品的使用。该项目使用多种互补的方法(分析以前秘密的烟草行业文件，监测当前无烟烟草和电子烟的营销策略，分析销售数据，并进行混合方法的消费者研究)来实现三个具体目标：(1)利用以前秘密的烟草行业内部研究和规划文件，结合当代行业媒体和市场研究，了解新的无烟烟草和电子烟营销活动中体现的战略计划和营销策略(例如，产品特性的变化，如香料或外观、新包装、价格、销售趋势和不同的促销渠道)。(2)通过监测当前广告和进行内容分析，确定无烟烟草和电子烟营销信息的趋势和新发展，包括分析不断变化的目标受众、促销渠道或公司所有权的差异，以及对监管预期或回应的变化。(3)比较接触无烟烟草和电子烟营销信息以及教育反烟草信息对香烟、无烟烟草和电子烟双重使用者和多使用者使用新兴和现有烟草产品和电子烟的风险认知、态度和意向的影响。

 DESCRIPTION (provided by applicant): New smokeless tobacco products and e-cigarettes are rapidly entering the US market, and millions of dollars are being spent on their marketing. Marketing drives consumer perceptions of products, including risks or benefits, which translates into demand and determines who adopts the product and for what purposes. If the marketing inspires new interest in smoking cessation or results in substitution of safer products for cigarettes, it could result in population health benefit. If the marketing promotes dual use of new products along with cigarettes instead of cessation, or recruits young people to initiate tobacco use, it would result in harm. Understanding the marketing of smokeless tobacco products and e-cigarettes is fundamental to developing an appropriate public health response. It is critical to understand what messages promoting smokeless tobacco and e-cigarettes are reaching the public, which messages are most relevant, and how they affect perceptions of tobacco products. The goal of this project is to gain a better understanding of smokeless tobacco and e- cigarette marketing strategies and how these strategies impact both emerging and existing tobacco product use. This project uses multiple complementary methods (analysis of previously secret tobacco industry documents, monitoring current smokeless tobacco and e-cigarette marketing strategies, analyzing sales data, and conducting mixed methods consumer research) to accomplish three specific aims: (1) Use previously secret tobacco industry internal research and planning documents triangulated with contemporary trade press and market research to understand the strategic plans and marketing strategies manifest in new smokeless tobacco and electronic cigarette marketing activities (e.g., changes in product characteristics such as flavoring or appearance, new packaging, trends in price, sales, and different promotional channels). (2) Identify trends and new developments in smokeless tobacco and e-cigarette marketing messages by monitoring current advertising and performing content analyses, including analyses of changing target audiences, differences by promotional channel or company ownership, and changes in anticipation of or in response to regulation. (3) Compare the effects of exposure to smokeless tobacco and e-cigarette marketing messages and educational anti-tobacco messages on risk perceptions, attitudes, and intention to use emerging and existing tobacco products and e-cigarettes among dual and poly-users of cigarettes, smokeless tobacco, and e-cigarettes.