由美国领先的可燃烟草品牌提供的优惠券,奖励计划和抽奖活动
Andrew Seidenberg1, Kristiann Koris2, Susana Rodriguez Gongora2,3
1Schroeder Institute, Truth Initiative, Washington, District of Columbia, USA aseidenberg@truthinitiative.org.
美国领先的可燃烟草品牌通过优惠券,奖励和抽奖活动大力促进持续使用. 这些营销策略提供电子产品和假期等奖项,与减少危害的说法相矛盾.
科学领域:
- 控制烟草的控制方式
- 公共卫生营销 公共卫生营销
- 消费者行为 消费者行为
背景情况:
- 烟草制造商声称通过促进非燃烧替代品来支持减少危害.
- 尽管声称减少危害,但每年花费数十亿美元来推广可燃烟草产品.
- 本研究调查了美国领先的可燃烟草品牌的促销活动.
研究的目的:
- 检查美国主要香烟和雪茄品牌提供的消费者促销活动的普及率和类型.
- 分析这些促销活动的特点,包括奖励和激励.
- 评估这些营销策略与声明的减少危害承诺的协调程度.
主要方法:
- 根据市场份额确定了美国领先的香烟和雪茄品牌.
- 分析了特定品牌的网站,以寻找促销内容.
- 双编码的11种香烟和8种香烟品牌网站提供优惠券,奖励计划和抽奖活动.
主要成果:
- 所有分析的香烟品牌网站都提供优惠券,27.3%的网站提供奖励计划,包括电子产品和礼品卡等奖品.
- 45.5%的香烟网站推广抽奖活动,提供现金,摩托车和假期等奖励.
- 12.5%的雪茄品牌提供优惠券,37.5%有奖励计划;没有雪茄品牌提供抽奖活动.
结论:
- 领先的可燃烟草品牌利用免费奖品和折扣等促销活动来鼓励继续使用产品.
- 这些营销策略仍然存在,即使制造商声称致力于减少烟草危害.
- 这些发现表明,需要加强对可燃烟草产品的营销限制.
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