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El dibujo animado de camello de RJR Nabisco promueve los cigarrillos de camello a los niños
J R DiFranza1, J W Richards, P M Paulman
1Department of Family Practice, University of Massachusetts Medical School, Fitchburg.
JAMA
|December 11, 1991
Resumen
El camello es un camello.
Área de la Ciencia:
- Salud Pública La salud pública.
- Investigación de marketing Investigación de mercadotecnia.
- El control del tabaco para el control del tabaco.
Sus antecedentes:
- La publicidad del tabaco juega un papel importante en la configuración del comportamiento del consumidor.
- Existen preocupaciones con respecto a la orientación de la industria tabacalera hacia los jóvenes.
- La publicidad con temas de dibujos animados ha sido una estrategia notable en la comercialización de cigarrillos.
Objetivo del estudio:
- Para evaluar la efectividad de la campaña publicitaria de dibujos animados "Old Joe Camel" de RJR Nabisco.
- Para comparar el impacto de esta publicidad en los niños frente a los adultos.
- Para evaluar la exposición de los niños, el recuerdo y la influencia de la publicidad de cigarrillos.
Principales métodos:
- Utilizó cuatro medidas de marketing estándar para comparar los efectos de la publicidad.
- Estudiantes de secundaria encuestados (grados 9-12) y adultos (mayores de 21 años).
- Reconocimiento evaluado del personaje de dibujos animados, recuerdo de la marca, preferencia y atractivo publicitario.
Principales resultados:
- Los niños mostraron una exposición significativamente mayor (97,7%) y el reconocimiento del personaje "Old Joe Camel" en comparación con los adultos (72,2%).
- Los niños demostraron un recuerdo superior del producto (97,5%) y de la marca (93,6%).
- La participación de los cigarrillos de camello en el mercado juvenil aumentó del 0,5% al 32,8% después de la campaña.
Conclusiones:
- La publicidad de dibujos animados de "Old Joe Camel" fue sustancialmente más efectiva en la comercialización de cigarrillos para niños que para adultos.
- Esta estrategia se alinea con los documentos de la industria que sugieren un enfoque en iniciar y mantener la adicción al tabaco entre los jóvenes.
- Los hallazgos ponen de relieve la necesidad crítica de regulaciones estrictas sobre la comercialización de tabaco dirigido a los jóvenes.
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