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Communication, Marketing, and Tobacco-Related Health Disparities

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Communication, Marketing, and Tobacco-Related Health Disparities Monograph 22 A Socioecological Approach to Addressing Tobacco-Related Health Disparities Section IV Societal Level Influences on Tobacco Use Chapter 10 Communication, Marketing, and Tobacco-Related Health Disparities 357 Chapter 10: Communication, Marketing, and Tobacco-Related Health Disparities Contents Introduction ..............................................................................................................................................360 Understanding Communication Inequalities............................................................................................361 Theoretical Frameworks ....................................................................................................................361 Fundamental Cause Theory .........................................................................................................361 Social Determinants Framework..................................................................................................362 Knowledge Gap Hypothesis ........................................................................................................362 Structural Influence Model ..........................................................................................................362 Individual- and Institutional-Level Inequalities.................................................................................363 Individual-Level Inequalities .......................................................................................................364 Institutional-Level Inequalities ....................................................................................................365 Anti-Tobacco Communication, Marketing, and TRHD ..........................................................................365 Review of the Effects of Anti-Tobacco Media Campaigns on TRHD ..............................................367 Youth-Focused Anti-Tobacco Communication and Marketing Campaigns .....................................369 Chicago Youth Campaign ............................................................................................................370 Baltimore Youth Campaign .........................................................................................................371 Florida “truth” Youth Campaign .................................................................................................371 Massachusetts Campaign .............................................................................................................372 Indiana Youth Campaign .............................................................................................................372 Minnesota Youth Campaign ........................................................................................................373 Youth Campaigns in Vermont, New York, and Montana ...........................................................373 California Youth Campaign .........................................................................................................374 Texas Youth Campaign................................................................................................................375 The Program to Reduce Youth Smoking Through Media ...........................................................375 The National “truth” Youth Campaign ........................................................................................376 Food and Drug Administration Youth and Young Adult Education Campaigns ........................378 Adult-Focused Anti-Tobacco Communication and Marketing Campaigns ......................................379 Large-Scale Anti-Tobacco Campaigns and Racial/Ethnic Minority Adults ................................380 Campaigns to Promote Cessation Among Low-SES Adults .......................................................381 Cessation Campaigns Analyzed by Race/Ethnicity or SES: Massachusetts, California, and New York .....................................................................................................................................382 National Anti-Smoking Campaigns .............................................................................................384 Evaluating the Effectiveness and Methodology of Cessation Campaigns...................................388 Evidence Review: Anti-Tobacco Communication and Marketing Campaigns .................................389 Youth Campaigns.........................................................................................................................389 Adult Campaigns .........................................................................................................................389 Pro-Tobacco Communication, Marketing, and TRHD ............................................................................391 Pro-Tobacco Advertising and Promotional Channels........................................................................393 Television, Movies, and Tobacco Imagery ........................................................................................394 Tobacco Advertising in Magazines and Newspapers ........................................................................395 Youth............................................................................................................................................395 Adults ...........................................................................................................................................396 Outdoor Advertising ..........................................................................................................................397 Packaging ...........................................................................................................................................397 358 Monograph 22: A Socioecological Approach to Addressing Tobacco-Related Health Disparities Advertising at the Point of Sale, Price Discounts, and Other Promotional Channels .......................399 Point-of-Sale Advertising ............................................................................................................399 Price Discounts and Promotions ..................................................................................................400 Other Promotional Channels ........................................................................................................403 Industry Advertising and Promotion to the LGBT Community ........................................................404 Evidence Review: Pro-Tobacco Communication and Marketing .....................................................405 The News Media and Tobacco Communications ....................................................................................406 Evidence Review: The News Media and Tobacco Communications ................................................407 New Communications Technologies: The Web and Beyond ..................................................................407 Internet and Social Media Access and Use Patterns ..........................................................................408 Use of Web 2.0 for Anti-Tobacco Communications and Marketing .................................................410 Use of Web 2.0 for Pro-Tobacco Communications and Marketing ..................................................414 Effectiveness of Web 2.0 Anti-Tobacco Communications and Marketing .......................................416 Pro- and Anti-Tobacco Messaging: The Role of Interpersonal Communication ..............................416 Evidence Review: New Communications Technologies ...................................................................417 Chapter Summary ....................................................................................................................................418 Research Needs ........................................................................................................................................420 References ................................................................................................................................................423 Figures and Tables Figure 10.1 The Structural Influence Model .........................................................................................363 Figure 10.2 Advertising Image, Florida “truth” Campaign, 2001 .........................................................371 Figure 10.3 A “truth” Body Bags Campaign Message, 2000 ................................................................376 Figure 10.4 A “truth” Singing Cowboy Campaign Message, 2006 ......................................................377 Figure 10.5 Print Advertisement, EX Campaign, 2007 .........................................................................385 Figure 10.6 EX Advertisement: Image of a Blue-Collar Worker Trying To “Relearn” Drinking Coffee Without Cigarettes, 2007 ........................................................................................386 Figure 10.7 Advertising Image, CDC’s Tips From Former Smokers™ ...............................................387 Figure 10.8 Advertisement for Salem Menthol Cigarettes, Maxim Magazine, March 2004 .................396 Figure 10.9 Displays of Tobacco Brand Prices at the Point of Sale, Including Special Discounts, 2011 ....................................................................................................................................399 Figure 10.10 Distribution of U.S. Cigarette Advertising and Promotional Expenditures,
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