纳比斯科的卡通驼向儿童推广驼香烟
J R DiFranza1, J W Richards, P M Paulman
1Department of Family Practice, University of Massachusetts Medical School, Fitchburg.
JAMA
|December 11, 1991
概括
驼的驼是一个驼.
科学领域:
- 公共卫生 公共卫生
- 营销研究 营销研究 研究
- 控制烟草的控制方式
背景情况:
- 烟草广告在塑造消费者行为方面发挥着重要作用.
- 人们对烟草行业针对年轻人的行为存在担忧.
- 卡通主题广告一直是香烟营销的一个显著策略.
研究的目的:
- 为了评估RJR纳比斯科"老乔驼"卡通广告活动的有效性.
- 为了比较这种广告对儿童和成人的影响.
- 评估儿童的烟草广告暴露,回忆和影响.
主要方法:
- 使用四种标准营销措施来比较广告效果.
- 被调查的高中生 (9-12年级) 和成年人 (21岁以上).
- 评估卡通人物的识别,品牌回忆,偏好和广告吸引力.
主要成果:
- 与成人 (72.2%) 相比,儿童的暴露 (97.7%) 和识别"老乔驼"角色的显著更高.
- 儿童表现出优异的产品 (97.5%) 和品牌 (93.6%) 的回忆.
- 在青年市场中,驼香烟的份额在竞选活动后从0.5%升至32.8%.
结论:
- "老乔驼"卡通广告在向儿童销售香烟方面比成年人更有效.
- 该战略与行业文件一致,这些文件建议专注于启动和维持青少年吸烟成.
- 调查结果强调,对于针对青少年的烟草营销有必要制定严格的法规.
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