RJRナビスコの漫画のラクダが,ラクダのタバコを子供たちに宣伝しています
J R DiFranza1, J W Richards, P M Paulman
1Department of Family Practice, University of Massachusetts Medical School, Fitchburg.
JAMA
|December 11, 1991
まとめ
ラクダのラクダはラクダである.
科学分野:
- 公衆衛生は公衆衛生である.
- マーケティング・リサーチ・リサーチ
- タバコの禁煙対策について
背景:
- タバコの広告は,消費者の行動を形作る上で重要な役割を果たしています.
- タバコ業界が若者をターゲットにしていることに懸念がある.
- 漫画をテーマにした広告は,タバコのマーケティングにおける顕著な戦略である.
研究 の 目的:
- RJRナビスコの"オールド・ジョー・カメル"漫画広告キャンペーンの効果を評価するために.
- この広告が子供と大人に与える影響を比較する.
- 喫煙広告による子供の暴露,リコール,影響の評価を図る.
主な方法:
- 広告効果を比較するために4つの標準的なマーケティング手段を使用しました.
- 高校生 (9-12年生) と成人 (21歳以上) を対象に調査を行った.
- 漫画のキャラクターの認識,ブランドのリコール,好み,広告の魅力を評価した.
主要な成果:
- 子供は,成人 (72.2%) と比べて,著しく高い曝露率 (97.7%) と"オールド・ジョー・カメル"のキャラクターの認識を示しました.
- 子供は優れた製品 (97.5%) とブランド (93.6%) を思い出すことが示されました.
- キャンペーン後の若者市場におけるカメル・シガレットのシェアは0.5%から32.8%に急増した.
結論:
- "オールド・ジョー・カメル"の漫画広告は,大人に比べて子供にたばこを売り込むのにかなり効果的だった.
- この戦略は,若者のタバコ依存症の開始と維持に重点を置くことを示唆する業界文書と一致しています.
- この調査結果は,若者を対象としたたばこ販売に関する厳格な規制の必要性を強調しています.
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