Understanding Smokeless Tobacco Marketing

描述（申请人提供）：在过去两年中，美国主要的卷烟公司收购了无烟烟草公司，他们正在迅速增加无烟营销的力度和目标，这可能会大大扩大无烟烟草的使用。最重要的是，新的无烟产品作为主要香烟品牌（万宝路和骆驼）的产品线延伸销售，以促进“双重用途”：尽可能吸烟，在禁止吸烟的地方使用无烟产品。无烟烟草营销的这些变化可能会削弱无烟环境的影响以及吸烟者减少和戒烟的健康益处。营销工作直接影响到谁最有可能增加无烟烟草的使用，因此了解无烟烟草营销的当前和新目标是谁，以及营销活动对使用模式的影响，包括对吸烟的影响，至关重要。我们建议了解无烟烟草营销的设计和效果的基础上，一系列独特的分析互补的数据源，包括以前的秘密烟草行业的文件，包含行业营销研究和计划，以及当前无烟烟草广告的内容分析。然后，我们将运用我们所学到的知识来开发和测试新的反营销信息，以阻止新手开始使用无烟烟草，并将无烟烟草和香烟的双重使用作为戒烟的替代品。从以前的秘密行业文件中获得的营销见解是一个宝贵的、尚未开发的信息来源，尚未用于指导无烟烟草干预措施的制定。我们以前曾使用这些文件来制定针对年轻成年吸烟者的干预措施。该提案的具体目标是：（1）利用以前保密的烟草业文件，说明（a）影响卷烟公司决定进入无烟烟草市场的主要因素，（B）对无烟烟草使用者的消费者研究，以及这项研究如何导致有针对性的营销信息的发展，（c）烟草公司如何评估营销活动对烟草使用模式的影响，特别是无烟启蒙、无烟烟草和其他烟草产品的双重使用以及戒烟;（2）根据行业文件的见解开发广告编码工具，并使用这些工具分析当前的无烟烟草营销信息和策略;（3）制定和测试反营销信息，以减少新用户对无烟烟草的使用，以及劝阻吸烟者不要同时使用无烟烟草和香烟。由于吸烟者是新的无烟营销努力的主要目标之一，因此应对这些努力对于减少吸烟和无烟烟草使用的健康后果至关重要。研究结果将有助于指导无烟营销和广告政策的制定，并制定第一批公共卫生干预措施，以阻止烟草业在新的无烟市场牢固建立之前扩大这一市场的努力。

DESCRIPTION (provided by applicant): In the past two years, the major US cigarette companies acquired smokeless tobacco companies and they are rapidly increasing both the intensity and targets of smokeless marketing, which may dramatically expand smokeless tobacco use. Most significant, new smokeless products are marketed as line extensions of major cigarette brands (Marlboro and Camel) to promote "dual use": smoking cigarettes when possible and using smokeless products where smoking is prohibited. These changes in smokeless tobacco marketing may blunt the effects of smokefree environments and the health benefits of smokers cutting down and quitting. Marketing efforts directly impact who is most likely to increase smokeless tobacco use, so it is critical to understand who the current and new targets of smokeless tobacco marketing are, and the impact of marketing activities on patterns of use, including impact on cigarette smoking. We propose to understand the design and effects of smokeless tobacco marketing based on a unique series of analyses of complementary data sources, including previously secret tobacco industry documents containing industry marketing research and plans, and content analyses of current smokeless tobacco advertising. We will then apply what we learn to develop and test new counter-marketing messages to block initiation of smokeless tobacco use among novices and the dual use of smokeless tobacco and cigarettes as an alternative to smoking cessation. Marketing insights from previously secret industry documents are a valuable and untapped source of information that has not yet been used to guide the development of smokeless tobacco interventions. We have previously used the documents to develop interventions for young adult smokers. Specific aims of the proposal are: (1) Using previously secret tobacco industry documents, describe (a) the major factors impacting cigarette companies' decisions to enter the smokeless tobacco market, (b) consumer research on smokeless tobacco users and how this research led to the development of targeted marketing messages, and (c) how tobacco companies evaluated the effects of marketing activities on patterns of tobacco use, particularly smokeless initiation, dual use of smokeless and other tobacco products, and smoking cessation; (2) Develop advertising coding instruments based on insights from industry documents, and use these instruments to analyze current smokeless tobacco marketing messages and strategies; (3) Develop and test counter-marketing messages to decrease smokeless tobacco uptake among new users, and to discourage smokers from dual use of smokeless tobacco and cigarettes. Because smokers are one of the key targets of new smokeless marketing efforts, countering these efforts is important to reduce the health consequences of both smoking and smokeless tobacco use. Findings will be relevant to guide development of policies on smokeless marketing and advertising and creation of the first public health interventions to block the tobacco industry's efforts to expand this new smokeless market before it becomes firmly established.