| The Tobacco Reference Guide
|
| by David Moyer, MD. |
| Chapter 28 Advertising |
| tobacco reference guideg (artefact pour |
| Advertising: Advertising and Children |
| globalink (artefact pour saut de ligne) |
| Teenagers are three times as likely as adults to respond to cigarette advertisements, |
| and 79% of teenage smokers prefer brands depicted by the Marlboro Man, Joe |
| Camel, or the Newport fun couples. Whenever a brand increased its advertising |
| budget by 10%, its share of the adult smoking market grew 3%, but its share of |
| teenage smokers increased by 9%. |
| Associated Press, April 3, 1996 |
| tobacco reference guideg (artefact pour saut |
| A 1998 study found that teenagers still choose to smoke the most advertised cigarette |
| brands. 88% of 12th grade smokers, 86% of tenth grade smokers, and 82% of eighth |
| grade smokers choose Marlboro, Newport, or Camel, the three most heavily |
| advertised brands. |
| USA Today, April 14, 1999, p. A8 |
| tobacco reference guideg (artefact pour saut |
| Most people smoke only one to three cigarette brands in their lifetimes, making |
| cigarettes the most "brand loyal" consumer product in the United States. Only about |
| 18% of smokers begin to smoke at age 18 years and older, and only 5% begin at age |
| 21 years and older. |
| Archives of Pediatric and Adolescent Medicine, September 1999, pp. 935-936 |
| tobacco reference guideg (artefact pour saut |
| When cigarette advertising intensity doubles, it has three times the impact on teens' |
| choices as on those of adults, an April 1996 report in the Journal of Marketing |
| concludes. According to the author, "If I am a cigarette manufacturer, it means that if I |
| double my advertising, adolescents will flock to me three times faster than adults; |
| adults are brand loyal." |
| JAMA, April 24, 1996, p. 1223 |
| tobacco reference guideg (artefact pour saut |
| Recent research not only confirms that advertising affects smoking rates, but in |
| addition indicates that this effect is three times greater for teenagers than adults. |
| JAMA, February 19, 1997, p. 532 |
| tobacco reference guideg (artefact pour saut |
| Page 2 of 66 |
| globalink (artefact pour saut de ligne) |
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