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Cigarette Advertising and Promotional Strategies in Retails Outlets. Results of A Statewide Survey in California

This study surveyed 700 retail stores in California that sold cigarettes to assess cigarette advertising strategies and compliance with tobacco advertising laws. Researchers found tobacco advertising materials like signs and displays in 85% of stores, often within 4 feet of counters. Some stores placed cigarette displays near candy. The study concludes aggressive tobacco marketing in stores violates laws aimed to protect youth, and more research is needed on the impact of in-store advertising exposure.

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Abhishek Acharya
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46 views

Cigarette Advertising and Promotional Strategies in Retails Outlets. Results of A Statewide Survey in California

This study surveyed 700 retail stores in California that sold cigarettes to assess cigarette advertising strategies and compliance with tobacco advertising laws. Researchers found tobacco advertising materials like signs and displays in 85% of stores, often within 4 feet of counters. Some stores placed cigarette displays near candy. The study concludes aggressive tobacco marketing in stores violates laws aimed to protect youth, and more research is needed on the impact of in-store advertising exposure.

Uploaded by

Abhishek Acharya
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Cigarette advertising and promotional

strategies in retails outlets. Results of


a Statewide Survey in California

Group 2
1. Aashish Karki
2. Abhishek Acharya
3. Bigyan Gataum
4. Kshitij Chaudhary
5. Prashish Shrestha
Background

• Tobacco companies huge amount on


advertising
• Dramatic increment of marketing of
tobacco in Retail outlet in 1999
• Increment of the cigarette consumption
Objectives
• To inspect the area and types of cigarette
advertising materials in stores
• To asses tobacco companies
acquiescence with the 1998 Master
Settlement Agreement.
Design of the research
• Study of 700 stores that sold cigarette in
California
• A cross-sectional analysis of random
sample of 586 stores that sold cigarette
Setting and the main outcome
measures
• US state of California(Settings)
• Trained data collectors classified cigarette
advertising materials by type(signs,
displays, functional items)
• Location(interior or exterior
• Placement below 3 feet(1m)
Fig: Tobacco retail marketing material
by store type
Fig: proportion of interior tobacco
retail market
Result of the Research
• On average 17.2(S.D 16.1) retail outlets
featured tobacco advertising materials
• Approx 85% of tobacco advertising
materials were within 4 feet of the counter.
• 23% had cigarette product display next to
candy
• 3% of stores featured signs with cartoons
• 11% had large exterior signs
Conclusion
• Aggressive use of stores to market
cigarette
• Violation of MSA-to protect children from
cigarette advertising
• The impact of exposure to cigarette
advertising in stores on adult smokers and
youth
• Future studies should monitor the
industrial use of retail outlets
References
• Federal Trade Commission (2001) Report to congress for 1999 pursuant to
the federal cigarette labeling and advertising act. (US Federal Trade
Commission, Washington, DC) Google Scholar
• (1998) Master Settlement Agreement. (National Association of Attorneys
General), http://www.naag.org/tobaccopublic/library.cfm Google Scholar
• Kessler D, Witt A, Barnett P, et al. (1996) The Food and Drug
Administration's regulation of tobacco products. N Engl J Med 335:988–994

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