  |
||||||||||||||
|
||||||||||||||
 |
||||||||||||||
|
Store Alert Training Guide Part Three: Industry Marketing  The tobacco industry spends over $11 billion each year marketing its products in the United States. In 2001 (the latest data available), the industry spent 85% of its total marketing expenditures ($9.5 billion) on marketing and promotions that affect the retail market. In contrast, magazine advertising made up only 1.5% of the industry's total marketing expenses. It's no coincidence that 87% of youth smokers prefer the three most heavily advertised brands - Marlboro, Camel and Newport. Many regulations have been put in place in an effort to protect the public from the tobacco industry. Tobacco companies can no longer advertise on television, radio, billboards, in sports stadiums, on busses or in subways. Cartoon characters (such as Joe Camel) are now prohibited in tobacco advertising. Tobacco companies aren't supposed to sponsor concerts or events targeted at youth, or advertise in magazines that kids read. So where does the industry spend its advertising dollars now? In retail stores... What is a retail tobacco store? A retail tobacco store is any place where people can purchase tobacco products. This may include convenience stores, groceries, gas stations, pharmacies, and many other types of shops. You may be surprised at all the different types of retail stores that sell tobacco. In our survey, we came across tobacco products in places as unexpected as donut shops and ice cream parlors! You may find bidis, cloves (kreteks), or other novel tobacco products in tattoo parlors, music stores, gift shops, or T-shirt shops. You might also find these products in health or natural food stores, as some people mistakenly believe that NTPs are "safer" than traditional cigarettes. See the NTP section of this website for more information on the health risks of bidis and cloves (kreteks). The tobacco industry is shifting more and more of its marketing dollars to retail stores. "Point of purchase" marketing works well for the tobacco companies. Displays of cigarettes and tobacco advertising create a cue or trigger to encourage people to purchase the products. This tactic has been used for years by candy companies who place gum and mints right at the checkout to take advantage of impulse buying. Putting cigarettes next to other items implies that they are as socially acceptable as candy, film or aspirin. Retail tobacco advertising reaches all customers, not just adult smokers. Children see tobacco logos and messages whenever they enter stores that sell tobacco. Ads are even posted outside and can be seen from the street and parking lot. Part Four: The Store Alert Report Card » |
|
||||||||||||
|
||||||||||||||
