© 2004 BMJ Publishing Group Ltd
RESEARCH PAPER
Reaching youth at the point of sale: cigarette marketing is more prevalent in stores where adolescents shop frequently
Stanford University School of Medicine, Stanford Prevention Research Center, Stanford, California, USA
Correspondence to:
Correspondence to:
Lisa Henriksen PhD
Stanford Prevention Research Center, 211 Quarry Road, N145, Stanford, CA 94305-5705; lhenriksen{at}stanford.edu
Objective: Although numerous studies describe the quantity and nature of tobacco marketing in stores, fewer studies examine the industrys attempts to reach youth at the point of sale. This study examines whether cigarette marketing is more prevalent in stores where adolescents shop frequently.
Design, setting, and participants: Trained coders counted cigarette ads, products, and other marketing materials in a census of stores that sell tobacco in Tracy, California (n = 50). A combination of data from focus groups and in-class surveys of middle school students (n = 2125) determined which of the stores adolescents visited most frequently.
Main outcome measures: Amount of marketing materials and shelf space measured separately for the three cigarette brands most popular with adolescent smokers and for other brands combined.
Results: Compared to other stores in the same community, stores where adolescents shopped frequently contained almost three times more marketing materials for Marlboro, Camel, and Newport, and significantly more shelf space devoted to these brands.
Conclusions: Regardless of whether tobacco companies intentionally target youth at the point of sale, these findings underscore the importance of strategies to reduce the quantity and impact of cigarette marketing materials in this venue.
Abbreviations: FCTC, Framework Convention on Tobacco Control; ICC, intraclass correlation coefficient; MSA, Master Settlement Agreement; STORE, Survey of Teen Opinions about Retail Environments
Keywords: advertising; packaging; retail outlet marketing; adolescents
![]()
CiteULike
Complore
Connotea
Del.icio.us
Digg
Reddit
Technorati What's this?
This article has been cited by other articles:
-
Paynter, J, Edwards, R, Schluter, P J, McDuff, I
(2009). Point of sale tobacco displays and smoking among 14-15 year olds in New Zealand: a cross-sectional study. Tobacco Control
18: 268-274
[Abstract] [Full Text] -
Paynter, J., Edwards, R.
(2009). The impact of tobacco promotion at the point of sale: A systematic review. Nicotine Tob Res
0: ntn002v1-ntn002
[Abstract] [Full Text] -
Husten, C. G.
(2008). HUSTEN RESPONDS. AJPH
98: 6-7
[Full Text] -
HURTZ, S. Q., HENRIKSEN, L., WANG, Y., FEIGHERY, E. C., FORTMANN, S. P.
(2007). THE RELATIONSHIP BETWEEN EXPOSURE TO ALCOHOL ADVERTISING IN STORES, OWNING ALCOHOL PROMOTIONAL ITEMS, AND ADOLESCENT ALCOHOL USE. Alcohol Alcohol
42: 143-149
[Abstract] [Full Text] -
Loomis, B. R, Farrelly, M. C, Mann, N. H
(2006). The association of retail promotions for cigarettes with the Master Settlement Agreement, tobacco control programmes and cigarette excise taxes. Tobacco Control
15: 458-463
[Abstract] [Full Text] -
Lavack, A. M, Toth, G.
(2006). Tobacco point-of-purchase promotion: examining tobacco industry documents.. Tobacco Control
15: 377-384
[Abstract] [Full Text] -
Harper, T
(2006). Why the tobacco industry fears point of sale display bans. Tobacco Control
15: 270-271
[Abstract] [Full Text] -
Loomis, B R, Farrelly, M C, Nonnemaker, J M, Mann, N H
(2006). Point of purchase cigarette promotions before and after the Master Settlement Agreement: exploring retail scanner data.. Tobacco Control
15: 140-142
[Abstract] [Full Text] -
Wen, C P, Chen, T, Tsai, Y-Y, Tsai, S P, Chung, W S I, Cheng, T Y, Levy, D T, Hsu, C C, Peterson, R, Liu, W-Y
(2005). Are marketing campaigns in Taiwan by foreign tobacco companies targeting young smokers?. Tobacco Control
14: i38-i44
[Abstract] [Full Text] -
Dewhirst, T
(2004). POP goes the power wall? Taking aim at tobacco promotional strategies utilised at retail. Tobacco Control
13: 209-210
[Full Text]
Register for free content
The full back archive is now available for all BMJ Journals. Institutional subscribers may access the entire archive as part of their subscription. Personal subscribers will also have access to all content when logged in. Non-subscribers who register have free access to all articles published before 2006 right back to volume 1 issue 1. Register here to access the free archive of all BMJ Journals.
Don't forget to sign up for content alerts so you keep up to date with all the articles as they are published.
