Regulating Tobacco

By Robert L. Rabin; Stephen D. Sugarman | Go to book overview

4
Marketing Policies
John Slade

The subject of this chapter is tobacco product marketing. Public health efforts seek to reduce illness and death through prevention and treatment (USDHHS 2000). The intermediate goals for accomplishing this include reducing new use of tobacco products, reducing use among current users, and, perhaps, helping those who use tobacco to continue in less dangerous ways (Warner, Slade, and Sweanor 1997; Bolliger et al. 2000). Controlling the industry's marketing of tobacco products and sponsoring public health messages (countermarketing) have become two important tools in this effort.

This chapter uses the term “marketing” to mean advertising and promotion, which is a large part of the tobacco enterprise. The five largest U.S. cigarette makers spent $8.24 billion for these purposes in 1999 (FTC 2001). A pack of Marlboro costs $0.16 to make (half of this is for the tobacco), yet marketing costs for that pack in the United States are $0.55 (Newman 1999).

The chapter is organized into five main sections. The first explores some of the perspectives from which discussions of tobacco product marketing take place. The second examines the question of whether advertising and promotion for tobacco products actually work. There is a brief review of the history of tobacco advertising and promotion over the past 50 years in the United States and then a summary of current advertising practices. The final main section describes a range of opportunities for public health advances in this area.

-72-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Regulating Tobacco
Table of contents

Table of contents

  • Title Page *
  • Acknowledgments *
  • Contents vii
  • About the Contributors ix
  • Regulating Tobacco *
  • 1 - Perspectives on Policy: Introduction 3
  • 2 - The Politics of Tobacco Regulation in the United States 11
  • Notes *
  • References *
  • 3 - Taxing Tobacco: The Impact of Tobacco Taxes on Cigarette Smoking and Other Tobacco Use 39
  • References *
  • 4 - Marketing Policies 72
  • Notes *
  • References *
  • 5 - Reducing Harm to Smokers: Methods, Their Effectiveness, and the Role of Policy 111
  • Notes *
  • References *
  • 6 - Reducing the Supply of Tobacco to Youths 143
  • References *
  • 7 - The Third Wave of Tobacco Tort Litigation 176
  • Notes *
  • References *
  • 8 - Clean Indoor Air Restrictions: Progress and Promise 207
  • Notes *
  • References *
  • 9 - International Aspects of Tobacco Control and the Proposed Who Treaty 245
  • Notes *
  • References *
  • Index 285
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 299

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.