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How One Good Marketing Idea Can Lead to Millions of Premature Deaths: The Battle for Market Share Among Adolescent Smok

How One Good Marketing Idea Can Lead to Millions of Premature Deaths: The Battle for Market Share Among Adolescent Smokers. Joseph R DiFranza, MD Department of Family Medicine and Community Health University of Massachusetts Medical School. Adolescent Developmental Tasks.

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How One Good Marketing Idea Can Lead to Millions of Premature Deaths: The Battle for Market Share Among Adolescent Smok

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  1. How One Good Marketing Idea Can Lead to Millions of Premature Deaths: The Battle for Market Share Among Adolescent Smokers Joseph R DiFranza, MD Department of Family Medicine and Community Health University of Massachusetts Medical School

  2. Adolescent Developmental Tasks • Establish masculine/feminine identity • Establish individuality • Establish independence • Feel accepted by peers

  3. Tobacco companies commissioned research to discover the psychological vulnerabilities of children. • Young males are “going through a stage where they are seeking to express their independence and individuality under constant pressure of being accepted by their peers.” –Imperial Tobacco • Cigarette ads were designed to exploit adolescents’ psychological vulnerabilities to foster addiction.

  4. The Tempo brand is targeted at… • Individuals who are “extremely influenced by their peer group.” –RJR MacDonald

  5. “Export smokers will be perceived as… characterized by their self-confidence, strength of character and individuality that makes them popular and admired by their peers.” –RJR MacDonald

  6. “Very young starter smokers chose Export A because it provides them with an instant badge of masculinity, appeals to their rebellious nature, and establishes their position amongst their peers.”- RJR MacDonald

  7. Peer acceptance

  8. Only smooth characters allowed

  9. Independence

  10. Independence

  11. Individuality

  12. Feminine Identity

  13. Masculine Identity

  14. Research shows • Children as young as age 3 can match cigarettes with ads for cigarettes. -Richards • Kids understand the message of advertising before they understand the purpose of advertising. -Aitken • Children who like cigarette ads are more likely to intend to smoke when they are older. -Aitken • Children who approve of cigarette advertising are twice as likely to begin smoking in the coming year. – Alexander

  15. Children get their positive images of smoking from advertising • British experience • Children who had favorite cigarette ads were twice as likely to believe there are benefits to smoking. • Children who believe that smoking will make them more popular are 4.7 times more likely to smoke.

  16. 1988

  17. RJ Reynolds internal documents “The 81 documents contrast sharply with the company's repeated public declarations that it does not target young people, collectively sketching a picture of a company that seemed decades ago to determine that its financial future depended on recruiting a new generation of smokers.” –The Washington Post

  18. What was the impact of this competition for the youth market?

  19. What was the impact of this competition for the youth market?

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