Marketing to special populations
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Module 10. Marketing to Special Populations. Marketing to Special Populations. How is tobacco marketed to special populations? . Tobacco companies use targeted ads to entice people to use their products. . Marketing to Special Populations. How is tobacco marketed to African-Americans? .

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Module 10

Module 10

Marketing to Special Populations


Marketing to special populations

Marketing to Special Populations

How is tobacco marketed to special populations?

Tobacco companies use targeted ads to entice people to use their products.

Tobacco 101: Module 10


Marketing to special populations1

Marketing to Special Populations

How is tobacco marketed to African-Americans?

African-American communities have been bombarded with cigarette advertising.

Tobacco 101: Module 10

There were close to 3 times more tobacco ads in areas with an African-American majority versus white-majority areas.


Marketing to special populations2

Marketing to Special Populations

Tobacco Industry Documents Regarding African-Americans

Tobacco 101: Module 10


Marketing to special populations3

Marketing to Special Populations

How is tobacco marketed to Hispanics?

The tobacco companies try to get groups to use their products by using recognizable and enticing names.

Tobacco 101: Module 10

  • Some examples of brands that tobacco companies use to encourage Hispanics to smoke are:

    • Rio

    • Dorado


Marketing to special populations4

Marketing to Special Populations

Tobacco Industry Documents Regarding Hispanics

Tobacco 101: Module 10


Marketing to special populations5

Marketing to Special Populations

How is tobacco marketed to Native Americans?

Tobacco companies have been creative in their efforts to reach groups by way of cultural events.

Tobacco 101: Module 10

  • “Indian” motifs are sometimes used to market tobacco.

    • Natural American Spirit, Red Man, Cherokee Cigarettes and Lumbee Cigarettes

  • Tobacco companies have sponsored and placed ads at events designed to enhance cultural pride—such as American Indian powwows.


Marketing to special populations6

Marketing to Special Populations

How is tobacco marketed to women?

The ads try to suggest that smoking makes women more attractive.

Tobacco 101: Module 10

Smoking makes women age faster and unhealthy, have gruff voices, and smell bad!


Marketing to special populations7

Marketing to Special Populations

How is tobacco marketed to the LGBT community?

Lesbians, gays, bisexuals, and transgender people have been targeted by the tobacco industry.

Tobacco 101: Module 10

The LGBT communities smoke at higher rates than the general population.


Marketing to special populations8

Marketing to Special Populations

How is tobacco marketed to the military?

Tobacco marketing also targets the military through efforts like free cartons of cigarettes for on-duty members.

Tobacco 101: Module 10


Marketing to special populations9

Marketing to Special Populations

Tobacco Industry Documents Regarding the Military

Tobacco 101: Module 10


Marketing to special populations10

Marketing to Special Populations

References

  • Slide 4:

    • Primack, B. A., J. E. Bost, S. R. Land, and M. J. Fine. 2007. “Volume of Tobacco Advertising in African American Markets: Systematic Review and Meta-Analysis.” Public Health Reports 122(5):607–615. http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1936959/

    • Centers for Disease Control and Prevention. 1998. “Surgeon General’s Report: Highlights: African Americans and Tobacco.”http://www.cdc.gov/tobacco/data_statistics/sgr/1998/highlights/african_americans/

    • Campaign for Tobacco Free Kids. 2011. “Tobacco Company Marketing to African Americans.” http://www.tobaccofreekids.org/research/factsheets/pdf/0208.pdf

  • Slide 5: University of California, San Francisco. 1990. “R. J. Reynolds Tobacco Company New Menthol Cigarette Introduction. How Black Consumers Are Different.” Legacy Tobacco Documents Library. http://legacy.library.ucsf.edu/tid/rgo20c00

  • Slide 7: University of California, San Francisco. 1986. “R. J. Reynolds Hispanic Market Opportunity Assessment Product Update Presentation.” Legacy Tobacco Documents Library. http://legacy.library.ucsf.edu/tid/xli25d00/pdf

  • Slide 9:

    • Centers for Disease Control and Prevention. 2000. “2001 Surgeon General’s Report. Highlights: Marketing Cigarettes to Women.” http://www.cdc.gov/tobacco/data_statistics/sgr/2001/highlights/marketing/index.htm

    • Partnership for a Tobacco-Free Maine. 2008. “Why Quit?” http://www.tobaccofreemaine.org/quit_tobacco/index.php

    • Weitzman, M., S. Cook, P. Auinger, T. A. Florin, S. Daniels, M. Nguyen, and J. P. Winickoff. 2005. “Pediatric Cardiology: Tobacco Smoke Exposure Is Associated With the Metabolic Syndrome in Adolescents.” Circulation 112:862–869. http://circ.ahajournals.org/content/112/6/862.long

  • Slide 10:

    • The Fenway Institute. 2012. “National LGBT Tobacco Control Network.” http://www.lgbttobacco.org/index.php

    • National Coalition for LGBT Health. 2005. “LGBT People and Smoking.” http://www.lgbttobacco.org/files/smokinglgbt.pdf

  • Slide 12: University of California, San Francisco. 1990. “American Lights/Full Flavor: Saudi Arabian Effort.” Legacy Tobacco Documents Library. http://legacy.library.ucsf.edu/tid/kyh01c00

Tobacco 101: Module 10


Marketing to special populations11

Marketing to Special Populations

Photograph Credits

  • Slides 1 and 2: Photographs courtesy of iStockphoto.

  • Slides 3, 4, 6, 9, 10, and 11: Images from the collection of Stanford University (tobacco.stanford.edu).

  • Slide 8: Photographs courtesy of RTI International.

  • Photographs are used for illustrative purposes only, and any persons depicted are models.

Tobacco 101: Module 10


Marketing to special populations

Prepared by Sterling Fulton-Smith, North Carolina Department of Health and Human Services; Sandhya Joshi, RTI International; Caley Burrus, Duke University; Ronny Bell, Maya Angelou Center for Health Equity; and Barri Burrus, RTI International.

March 2012


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