在美国香烟和电子烟广告中使用品牌参与吸引力 (2019-2020年)
Lauren Czaplicki1, Dhruva Patel2, Kay Jewler1
1Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA.
Substance use & misuse
|January 22, 2024
概括
烟草行业通常使用品牌参与策略,如抽奖和香烟的移动应用程序以及各种广告平台上的电子烟价格促销. 这些策略旨在增加客户的依恋度和对这两种产品的品牌忠诚度.
科学领域:
- 公共卫生 公共卫生
- 营销和广告 营销和广告
- 消费者行为 消费者行为
背景情况:
- 烟草行业历来使用品牌参与策略来培养消费者忠诚度和招募新用户.
- 关于在各种广告道中用于香烟和电子香烟 (电子香烟) 的特定品牌参与策略的研究有限.
研究的目的:
- 分析和比较美国香烟和电子烟广告中使用的品牌参与策略.
- 识别各种广告平台,包括直接向消费者 (DTC) 和社交媒体的策略利用的差异.
主要方法:
- 从2019年1月至2020年12月的520个香烟和5502个电子烟广告的综合数据集从多个来源编制.
- 广告被系统地编码为八种不同的品牌参与策略:价格促销,抽奖,移动应用,电子邮件/邮件列表,免费礼物,社交媒体参与请求,赞助活动和自动发货订阅计划.
主要成果:
- 广告中有很大一部分采用了品牌参与策略,62.9%的香烟广告和49.9%的电子烟广告至少采用了一种策略.
- 对于香烟,抽奖和移动应用程序的请求普遍存在,特别是在DTC广告中.
- 价格促销是电子烟最常见的策略,经常出现在DTC和在线广告中.
结论:
- 品牌参与策略在香烟和电子烟广告中广泛使用.
- 对于每个产品类型和不同广告平台的品牌参与策略的应用存在不同的模式.
- 这些发现为持续的广告监督和烟草行业监管策略的制定提供了宝贵的见解.
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