The Evolution of Tobacco Advertising: Should we be concerned about retail displays of tobacco

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The Evolution of Tobacco Advertising Should we
be concerned about retail displays of tobacco?

• Dr Janine Paynter
• jpaynter_at_ash.org.nz

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Where a picture is worth a thousand lives..
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The Evolution of Tobacco Advertising
Pollay Collection
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Why is tobacco advertising banned in New Zealand?

• Canadian Cancer Society 250 reports or studies
• 1994 U.S. Surgeon General Review Analysis
• The Cochrane Collaboration -Systematic review of
  studies which examined the impact of advertising
  and promotion on adolescents

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What is it about the advertising that makes
tobacco attractive?

• Positive Brand Imagery
• Reassurance
• Repetition

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(No Transcript)
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Pt 1 Positive Brand Imagery
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Pt 1 Positive Brand Imagery (cont)
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Awareness of brands and risk of smoking (Pierce
et al 1998)
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Tobacco Industry Statements re. Packaging and
Displays

• Phillip Morris describes a pack that projects a
  distinctive, young, masculine appearance
• BAT The modern cigarette pack is not just a
  container, it has to have personality

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Is there evidence that children adolescents
receive positive brand messages from just the
packages and the display?

• Canadian students from non-smoking households,
  telephone survey (Gottheil 2005)

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Is there evidence that children adolescents
receive positive brand messages from just the
packages and the display?

• NZ adolescents identified personality traits of
  people who would smoke a particular brand (Beede
  Lawson 1991)
• e.g. Malibu (USA Brand) Exciting,
  Sophisticated, Confident
• Vantage (USA Brand) Gardener, Grouchy,
  Snobby

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Is there evidence that children adolescents
receive positive brand messages from just the
packages and the display?

• Study of youth response to plain versus branded
  packaging (Rootman Flay 1995)
• Brands are smoked by people who are popular,
  cool, with it, good looking
• Plain packaged wimpy, boring, geeky

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Pt 2Reassurance
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Pt 3. RepetitionReferences (Pollay 2000, U.S.
Surgeon General 1994, Tybout Artz 1994)

• Repetition within the display
• The retail display is in every convenience store,
  petrol station, dairy and other stores
• Links from the brand imagery in the display to
  viral marketing and dance or music events

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Pt 3Repetition
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Shelf space devoted to youth brands (Henriksen et
al 2004)
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Investment in retail displays

• References Gottheil 2005, Bloom 2001, Pierce
  Gilpin 2004, Carter 2003, Feighery et al 2003
• Gottheil 2005
• a switched adult smoker is worth i.e. likely
  return 600.00
• The investment in marketing per person likely to
  switch 1000.00.
• What good business is happy to do thatunless the
  advertising impacts adolescents and ex-smokers.

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I think arguments like shifting brands are just
insulting in their shallowness. There is no other
category where you can spend between 70 million
pounds and 100 million pounds and not have an
effect in protecting or increasing the market
Chair of British Advertising Agency(FCTC
Website)
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Schoolchildren think its harder to get cigs when
theres no tobacco in sight (Wakefield et al 2006)
Significant difference P lt 0.01
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Should retail displays be banned?

• YesBecause
• The industry is able to use displays to keep
  promoting tobacco.
• General marketing literature describes the
  purpose of retail displays as, to stimulate
  purchase, remind users and keep brands salient.

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Further information

• Dr Janine Paynter
• jpaynter_at_ash.org.nz
• www.ash.org.nz