TY - JOUR T1 - Rapid increase in e-cigarette advertising spending as Altria's MarkTen enters the marketplace JF - Tobacco Control JO - Tob Control SP - e16 LP - e18 DO - 10.1136/tobaccocontrol-2015-052532 VL - 25 IS - e1 AU - Jennifer Cantrell AU - Brittany Emelle AU - Ollie Ganz AU - Elizabeth C Hair AU - Donna Vallone Y1 - 2016/04/01 UR - http://tobaccocontrol.bmj.com/content/25/e1/e16.abstract N2 - In early 2014, the nation's largest cigarette maker, Altria1 (formerly Phillip Morris Companies) announced the national launch of their MarkTen e-cigarette. Nu Mark, an Altria company, is behind the design and marketing of the brand.2 Altria is the last major tobacco company to join the estimated $2 billion market for e-cigarettes,3 following Lorillard's acquisition of the blu e-cigarette brand in 20124 and RJ Reynold's introduction of Vuse5 in 2013.Using Competitrack, an advertising service that systematically collects data related to all top market US advertisements, we reviewed e-cigarette advertising expenditures for the year 2014 and examined the top two highest spending brands for the year (MarkTen and blu). Competitrak monitors advertising over 22 media sources, including network TV, national newspapers, cinema, radio and online, and includes advertisements and associated metadata of the media channel, channel-specific details and estimated expenditures for placement of ads.6–9 For online advertisements, Competitrack monitors … ER -