在美国对IQOS直邮和电子邮件营销的内容分析
Katherine C Henderson1, Nikita G Kute1, Lucy Popova1
1School of Public Health, Georgia State University, Atlanta, GA, USA.
Preventive medicine reports
|February 20, 2024
概括
在美国,IQOS加热烟草产品 (HTP) 的直接营销往往包括各种模式和在线服务. 了解这种营销对于监管新型烟草产品至关重要.
科学领域:
- 控制烟草的控制方式
- 营销研究 营销研究 研究
- 公共卫生 公共卫生
背景情况:
- 新型尼古丁和烟草制品,如加热烟草制品 (HTP),在全球范围内越来越受欢迎.
- 著名的HTPIQOS是美国FDA第一个授权的HTP,于2019年进入市场,并将于2021年面临取消,并有可能在2024年重新进入市场.
- 直接营销是烟草公司用来接触这些新兴产品消费者的关键策略.
研究的目的:
- 调查美国IQOS的直邮和电子邮件营销材料的内容和特点.
- 分析IQOS营销传播的人口代表性和主题重点.
主要方法:
- 在2019年9月至2021年7月期间,收集IQOS的直接营销项目 (邮件和电子邮件).
- 从乔治亚州亚特兰大最初的美国测试市场收集的101个项目 (59个独一无二的) 的分析.
主要成果:
- 独特的营销项目经常描绘来自种族/种族少数群体 (70%) 的模特,女性模特 (86.8%) 和年轻成年人 (37.5%).
- 营销经常包括嵌入式链接 (91.5%) 和讨论在线服务 (54.2%),用户体验 (49.2%),社交媒体 (44.1%) 和购买地点 (37.3%).
- 主要营销主题包括商店体验 (37.7%),产品介绍 (18.6%) 和产品使用 (15.3%).
结论:
- 这项研究强调了对新型烟草产品营销策略的更深入理解的必要性.
- 调查结果可以为决策者制定新兴烟草产品的监管工作和产品授权决定提供信息.
更多相关视频
10:44Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
11.5K
08:39Generation of Electronic Cigarette Aerosol by a Third-Generation Machine-Vaping Device: Application to Toxicological Studies
Published on: August 25, 2018
25.5K
相关概念视频
02:01Factorial Design
13.0K
Factorial Analysis is an experimental design that applies Analysis of Variance (ANOVA) statistical procedures to examine a change in a dependent variable due to more than one independent variable, also known as factors. Changes in worker productivity can be reasoned, for example, to be influenced by salary and other conditions, such as skill level. One way to test this hypothesis is by categorizing salary into three levels (low, moderate, and high) and skills sets into two levels (entry level...
13.0K
01:29Measures of Intelligence
7.2K
Psychologists measure intelligence by using standardized tests that produce a score known as the intelligence quotient or IQ. To understand IQ tests, it's important to recognize the key principles behind their construction: validity, reliability, and standardization.
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
Validity refers to how well a test measures what it claims to measure. An intelligence test should accurately assess intelligence rather than another characteristic, like anxiety. Criterion validity is one way to evaluate this;...
7.2K
01:29Environmental Influences on Intelligence
292
Despite the strong genetic influence on traits like intelligence, environmental factors significantly shape outcomes. For example, while over 90% of height variation is due to genetic differences, environmental factors such as nutrition also have a notable impact. Similarly, for intelligence, changes in a child's surroundings can significantly alter their IQ. Research shows that enriched environments boost children's academic success and help them develop key cognitive skills. Children...
292
01:14Assessing Body Temperature - Oral
744
Here are the steps to accurately measure oral temperature using an electronic thermometer:
Step 1:
Start by practicing proper hand hygiene to prevent the spread of microorganisms.
Step 2:
Take the thermometer out of the charging unit, switch it on, and wait for the ready sign.
Step 3:
Gently slide the probe cover until a click is heard. This simple action prevents cross-contamination and ensures the correct placement of the probe cover.
Step 4:
Instruct the patient to open their mouth and place...
Step 1:
Start by practicing proper hand hygiene to prevent the spread of microorganisms.
Step 2:
Take the thermometer out of the charging unit, switch it on, and wait for the ready sign.
Step 3:
Gently slide the probe cover until a click is heard. This simple action prevents cross-contamination and ensures the correct placement of the probe cover.
Step 4:
Instruct the patient to open their mouth and place...
744