Frequency and Characteristics Associated With Exposure to Tobacco Direct Mail Marketing and Its Prospective Effect on Smoking Behaviors Among Young Adults From the US Midwest

Abstract

Objectives We examined the exposure to tobacco direct mail marketing and its effect on subsequent smoking behaviors in a US Midwest regional cohort of young adults. Methods Data were collected from 2622 young adults (mean age=24 years) in 2010-2011 (baseline) and 2011-2012 (follow-up). We collected information on demographics, tobacco use, and exposure to tobacco direct mail materials in the previous six months at baseline. Smoking behaviors were re-assessed at follow-up. We investigated the characteristics associated with receiving these materials at baseline, and the associations between receiving cigarette coupons in the mail at baseline and smoking behaviors at follow-up. Results Thirteen percent of participants reported receiving tobacco direct mail materials in the previous six months. Receipt of these materials was associated with age, education, and tobacco use (p<0.05). Among those who received these materials, 77% and 56% reported receiving coupons for cigarettes and other tobacco products, respectively. Among baseline nonsmokers and ex-smokers, receiving coupons was associated with becoming current smokers at follow-up (p<0.05). Among baseline current smokers, receiving coupons was associated with lower likelihood of smoking cessation at follow-up (p<0.05). Conclusions Tobacco direct mail marketing promoted and sustained smoking behaviors among US Midwest young adults. Regulating this marketing strategy may reduce the prevalence of smoking in this population.

Snus Use and Smoking Behaviors: Preliminary Findings From a Prospective Cohort Study Among US Midwest Young Adults

“…Perhaps, snus use increases young adults exposure to cigarette marketing (10), which is influential in promoting smoking (11). Additionally, our findings that snus use was not associated with smoking reduction and cessation are consistent with previous studies (12, 13).…”

Review of hookah tobacco smoking among college students: policy implications and research recommendations

“…Research on the effects of prohookah tobacco media messages on subsequent hookah tobacco smoking is lacking. However, research on cigarette smoking shows that college student are more likely to smoke when they are exposed to pro-smoking media messages (78)(79)(80)(81)(82).…”

“…Few public health messages have targeted young adults to counter the marketing campaigns tailored to young adults by the tobacco industry (79)(80)(81). The preponderance of antismoking messages have either targeted youth or older adults (78,83), thereby limiting the relevance of these messages to college students (84).…”

Sales Trends in Price-Discounted Cigarettes, Large Cigars, Little Cigars, and Cigarillos—United States, 2011–2016

“…14–16 Although retail scanner data have been used to assess trends in tobacco product sales volumes and prices, 17–19 analyses of price discounts are limited. 20,21 In 2006, Loomis et al 20,21 examined the point of sale cigarette price discounts before and after the 1998 Master Settlement Agreement, demonstrating that sales trends can help guide tobacco control policy, planning, and practice.…”