Brand preference and advertising recall in adolescent smokers: some implications for health promotion.

Abstract

A survey on brand preference and cigarette advertising recall in 1,195 school children was conducted in Sydney, Australia. Four of the 130 available brands accounted for the cigarettes smoked by 78.7 per cent of smokers. Smokers were nearly twice as likely to correctly identify edited cigarette advertisements and slogans than were non-smokers. Brand preference is considered an important descriptor of smoking profiles.

A review of the effect of cigarette advertising

“…The survey type and the duration of the study are critical factors, especially the nature of the research design (i.e., a cross-sectional or a longitudinal design) (e.g., Arnett, 2001;Borzekowski et al, 1999;Chapman & Fitzgerald, 1982;Evans et al, 1995;Klitzner et al, 1991;Loken & Howard-Pitney, 1988). Data that were analyzed by using crosssectional techniques may not be appropriate for accurately measuring the cumulative effect of advertising.…”

Personal Values, Advertising, and Smoking Motivation in Taiwanese Adolescents

“…Nevertheless, individuals vary in the degree to which cigarette advertising appeals to them, and therefore also in their motivation to smoke. Only those with both high recognition of cigarette advertising (e.g., Aitken & Eadie, 1990;Aitken, Eadie, Hastings, & Haywood, 1991;Chapman & Fitzgerald, 1982;Goldstein, Fischer, Richards, & Creten, 1986) and favorable attitudes toward advertising (Aitken & Eadie, 1990;DiFranza & Gletcher, 1991) are highly motivated to smoke.…”

Tobacco marketing and adolescent smoking: more support for a causal inference

“…4,5 Still others have shown correlations between the intensity of brand-specific cigarette advertising and brand awareness, preference, [6][7][8][9][10][11][12][13][14] or brand market shares 12,15,16 among youths. Many cross-sectional studies have reported associations between exposure to cigarette advertising or participation in promotional activities and attitudes toward smoking, 17 susceptibility to smoking, [18][19][20][21][22][23] and smoking behavior 6,9,11,17,19,21,22,[24][25][26][27][28][29][30][31][32][33][34][35][36][37][38][39] among youths. Because of the cross-sectional nature of these studies, it is not possible to determine whether the exposure to tobacco marketing preceded and contributed to smoking initiation or whether smoking initiation preceded increasing receptivity to tobacco advertising and promotions.…”