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The Importance of Point of sale

The Importance of Point of sale. Counter Tobacco Allison E. Myers, MPH Kurt M. Ribisl, PhD. Adapted from a presentation given January 16, 2013 Office of Smoking and Health Centers for Disease Control and Prevention Atlanta, GA. Industry spends $1M/hour at retail. $7,196,000,000.

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The Importance of Point of sale

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  1. The Importance of Point of sale Counter Tobacco Allison E. Myers, MPH Kurt M. Ribisl, PhD Adapted from a presentation given January 16, 2013 Office of Smoking and Health Centers for Disease Control and Prevention Atlanta, GA

  2. Industry spends $1M/hour at retail $7,196,000,000 2010 spend on cigarette and smokeless marketing, advertising and promotion at the point of sale Federal Trade Commission Cigarette and Smokeless Reports Cigarettes Smokeless

  3. Industry is buying health behavior impact Consider three customer segments: NEVER-SMOKER SMOKER TRYING TO QUIT

  4. Consider three customer segments: NEVER-SMOKER

  5. Shopping, brand impressions prompt initiation NEVER-SMOKER Henriksen, et al., 2010, Pediatrics GREATER VISIT FREQUENCY, GREATER BRAND IMPRESSIONS = HIGHER ODDS OF INITIATION

  6. From never-smoker to established-smoker NEVER-SMOKER PUFFER Greater ADVERTISING in stores = 8% higher odds of becoming a puffer. Slater, et al. (2007) Arch Pediatr Adolesc Med

  7. From never-smoker to established-smoker NEVER-SMOKER PUFFER EXPERIMENTER ESTABLISHED Greater ADVERTISING in stores = 8% higher odds of becoming a puffer. Greater PROMOTIONS in stores increase odds of youth moving towards higher levels of uptake. Slater, et al. (2007) Arch Pediatr Adolesc Med

  8. Retailer density linked to prevalence LOW DENSITY (1-5) (n=43) HIGH DENSITY (>5) (n=47) NO RETAILERS (n=45) SCHOOL SCHOOL SCHOOL 15.1% prevalence 11.9% prevalence 13.6% prevalence Henriksen, et al., 2008: Preventive Medicine AREAS WITH HIGHER RETAILER DENSITY (>5) WITHIN WALKING DISTANCE HAD HIGHER OVERALL SMOKING PREVALENCE (15.1%)

  9. Consider three customer segments: SMOKER TRYING TO QUIT

  10. Cigarette display cues craving SMOKER Carter, et al., 2006, Nicotine & Tobacco Research PICTURE OF EIGHT CIGARETTE PACKS INCREASED CRAVING AMONG NICOTINE-DEPRIVED AND NON-NICOTINE DEPRIVED SMOKERS

  11. Cigarette displays prompt impulse purchase TRYING TO QUIT SMOKER Wakefield, et al., 2008, Addiction SMOKERS NOTICE THE DISPLAY. SOME GET THE URGE TO BUY. SOME BUY, EVEN THOUGH TRYING TO QUIT

  12. Residential proximity linked to quit success 250 m OR = 0.54 95%[CI] = 0.33, 0.87 <250 m vs. ≥250m TRYING TO QUIT Reitzel, et al., 2010, American Journal of Public Health LOWER ODDS OF SMOKING ABSTINENCE WITH CLOSER RESIDENTIAL PROXIMITY TO TOBACCO RETAILER

  13. Summary: $1M/hour well spent New York Data – What’s In Store Campaign Retail marketing: • Prompts initiation • Promotes daily consumption • Discourages quitting

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