ABSTRACT
OBJECTIVES: To examine the tobacco industry's use of bar promotions, including their target groups, objectives, strategies, techniques, and results. DESIGN: Over 2000 tobacco industry documents available as a result of the Master Settlement Agreement were reviewed on the internet at several key web sites using keyword searches that included "bar", "night", "pub", "party", and "club". The majority of the documents deal with the US market, with a minor emphasis on Canadian and overseas markets. RESULTS: The documents indicate that bar promotions are important for creating and maintaining brand image, and are generally targeted at a young adult audience. Several measures of the success of these promotions are used, including number of individuals exposed to the promotion, number of promotional items given away, and increased sales of a particular brand during and after the promotion. CONCLUSION: Bar promotions position cigarettes as being part of a glamorous lifestyle that includes attendance at nightclubs and bars, and appear to be highly successful in increasing sales of particular brands.
Subject(s)
Advertising/economics , Advertising/methods , Tobacco Industry/economics , Adolescent , Adult , Cost-Benefit Analysis , Documentation , Food Industry , Humans , Smoking/psychology , Tobacco Industry/methods , Visual PerceptionABSTRACT
This content analysis examines a sample of 203 alcohol-related North American TV commercials dealing with alcohol moderation and driving under the influence (DUI), in order to determine whether the type of ad sponsor has an impact on the message content. Corporate sponsors, such as breweries and distillers, are compared to nonprofit sponsors such as governments and nonprofit organizations. Findings show that ads from corporate sponsors are less likely to make mention of threats or negative consequences, and are also less likely to use fear arousal. However, DUI/alcohol moderation ads from corporate sponsors and nonprofit sponsors do not differ in the degree to which they use humor or positive approaches.
Subject(s)
Advertising/classification , Alcohol Drinking/prevention & control , Automobile Driving/education , Financing, Organized/classification , Health Education/organization & administration , Advertising/statistics & numerical data , Alcohol Drinking/psychology , Automobile Driving/psychology , Data Collection , Humans , Industry , Marketing of Health Services , North America , Organizations, Nonprofit , Ownership/classification , Persuasive Communication , Social Welfare , Wit and Humor as TopicABSTRACT
This paper proposes a model for the design of effective warning labels concerning drinking and driving. One important aspect of the model is that producing a multiplicity of warning labels should result in a higher probability that at least a few of the warning labels will be of high quality and effectiveness. Secondly, greater similarity between the warning label designer and the intended target group should enhance the effectiveness of the warning label. In the present study, 49 warning labels were created by university undergraduates, and the effectiveness of these warning labels was assessed by a group of university students (target group members). A number of labels were judged as being effective, and more effective than the government warning label. Extending the notion of being close to the target group, warning labels designed by male and female university students for university students of the same sex were judged as more effective than warning labels designed for the opposite sex.
