Table 1

Criteria for analysis of tobacco advertisements from retail trade publications

QuestionYes 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