Criteria for analysis of tobacco advertisements from retail trade publications
| Question | Yes if: |
|---|---|
| Was something “new” formally announced in the advertisement? | The adjective “new” was used to describe a featured brand or variant |
| Did a cigarette pack appear? | A picture of one or more cigarette packs appeared |
| Was imagery (excepting a cigarette pack or trademark) used? | Non-text photographs or graphics appeared portraying something other than a cigarette pack or trademark |
| Was retailing information provided? | The advertisement contained text which actively addressed the retailer, describing business benefits such as profit margins, sales figures or brand share |
| Was a positioning statement used? | The advertisement contained a positioning statement for the brand |