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ImpacTeen Research Papers Association of
Point of Purchase Tobacco Advertising and Promotions with Choice of
Usual Brand Among Teenage Smokers Objectives - To determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. Design - Cross-sectional survey with merged records of store tobacco advertising and promotions. Setting - United States. Participants - 3,890 high school smokers with a usual brand, matched to 196 convenience stores. Main outcome measures - Choice of Marlboro as a usual brand; choice of Camel as a usual brand. Results - Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (P<.001) and a greater brand share of interior (p=.05) and exterior (p=.05) advertising voice for Marlboro. Choice of Camel as a usual brand was associated with a greater share of interior advertising voice for Camel (p<.001) but was unrelated to Camel gift with purchase promotions (p>.05) and negatively associated with a greater share of exterior advertising voice for Camel (p<.001). Conclusions - The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoker among teens, but results for Camel are mixed and inconclusive. Further research is required to confirm and extend these findings. Research Paper (PDF - 151 KB)
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