根据观众人口统计数据,在美国传统媒体上发布风味电子尼古丁递送系统广告 (2019-2020年)
Lauren Czaplicki1,2, Michelle Duren3, Dannielle Kelley4
1Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States.
香味电子尼古丁输送系统 (ENDS) 广告越来越多地针对媒体上的年轻人和男性. 营销策略因平台而异,风味内容与年龄和性别等受众人口统计数据相关.
科学领域:
- 公共卫生 公共卫生
- 控制烟草的控制方式
- 营销研究 营销研究 研究
背景情况:
- 烟草行业有着针对特定消费群体的风味产品的历史.
- 与传统烟草产品相比,关于电子尼古丁输送系统 (ENDS) 目标营销的研究有限.
- 风味末尾是美国烟草市场的一个不断增长的部分.
研究的目的:
- 分析有口味的ENDS广告在有线电视,广播和印刷媒体上针对不同的人口群体的程度.
- 探索观众人口统计 (年龄,性别,种族/族裔) 与 ENDS 广告中风味相关内容的存在之间的关系.
主要方法:
- 分析了2019-2020年有线电视,地面广播和印刷消费者杂志上的496个ENDS广告.
- 检查每个媒体的观众人口统计数据.
- 统计分析以确定广告中受众特征和风味相关内容之间的关联.
主要成果:
- 与风味相关的内容出现在25%至33%的ENDS广告中.
- 观众年龄是一个重要因素;较高的年轻人比例 (6-17岁) 与电视广告中风味内容的概率增加有关.
- 男性观众比例较高与有线电视和广播广告中风味内容的概率增加有关.
- 种族/种族是广播广告的重要因素,但不是电视广告的重要因素.
结论:
- 调味EDS广告是根据不同媒体平台的受众人口统计数据,特别是年龄和性别来定位的.
- 调味EDS的营销策略因媒体和目标人群而异.
- 调查结果强调需要持续监测ENDS营销实践,以保护弱势群体.
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