Measures to assess the effectiveness of restrictions on tobacco marketing communications

MacKintosh, A. M.; Harris, F. and Hastings, G. B. (2008). Measures to assess the effectiveness of restrictions on tobacco marketing communications. In: Borland, R.; Cummings, M. and Dresler, C. eds. IARC Handbook on Tobacco Control. IARC Handbooks of Cancer Prevention, 12. World Health Organisation, pp. 259–285.

URL: http://www.iarc.fr/en/publications/pdfs-online/pre...

Abstract

The WHO FCTC proposes a comprehensive ban on tobacco advertising, promotion, and sponsorship, in recognition that it would reduce consumption of tobacco products. This section will explain how to go about measuring the effectiveness of restrictions on tobacco marketing communications, such as advertising bans or limitations on the use of specific media. First, terms are defined and explanations given on how promotional activity fits into the wider marketing strategy of tobacco corporations. The importance of restrictions on tobacco promotion is discussed, as well as the need to measure their effectiveness. Different ways of measuring effectiveness are looked at, with an argument that consumer surveys are one of the most useful. Finally, specific measures that can be used are offered.

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