This Article  • Full text  • PDF  • Send to a friend  • Save in My Folder  • Save to citation manager  • Permissions  Citing Articles  • Citation map  • Citing articles on HighWire  • Citing articles on ISI (31)  • Contact me when this article is cited  Related Content  • Related articles  • Similar articles in JAMA  Topic Collections  • Tobacco  • Alert me on articles by topic

Pamela M. Ling, MD,MPH; Stanton A. Glantz, PhD

JAMA. 2002;287:2983-2989.

To improve tobacco-control efforts by applying tobacco-industry marketing research and strategies to clinical and public health smoking interventions, we analyzed previously secret tobacco-industry marketing documents. In contrast to public health, the tobacco industry divides markets and defines targets according to consumer attitudes, aspirations, activities, and lifestyles. Tobacco marketing targets smokers of all ages; young adults are particularly important. During the 1980s, cost affected increasing numbers of young and older smokers. During the 1990s, eroding social acceptability of smoking emerged as a major threat, largely from increasing awareness of the dangers of secondhand smoke among nonsmokers and smokers. Physicians and public health professionals should use tobacco-industry psychographic approaches to design more relevant tobacco-control interventions. Efforts to counter tobacco marketing campaigns should include people of all ages, particularly young adults, rather than concentrating on teens and young children. Many young smokers are cost sensitive. Tobacco-control messages emphasizing the dangers of secondhand smoke to smokers and nonsmokers undermine the social acceptability of smoking.

Author Affiliations: Center for Tobacco Control Research and Education, Institute for Health Policy Studies, Cardiovascular Research Institute (Dr Glantz) and Traineeships in AIDS Prevention Studies, Center for AIDS Prevention Studies (Dr Ling), University of California, San Francisco.

RELATED ARTICLES

Tobacco Advertising in the United States: A Proposal for a Constitutionally Acceptable Form of Regulation
Ronald Bayer, Lawrence O. Gostin, Gail H. Javitt, and Allan Brandt
JAMA. 2002;287(22):2990-2995.
ABSTRACT | FULL TEXT  

Counteracting Cigarette Advertising
Alan B. Morrison
JAMA. 2002;287(22):3001-3003.
EXTRACT | FULL TEXT  

June 12, 2002
JAMA. 2002;287(22):3017-3018.
EXTRACT | FULL TEXT  

THIS ARTICLE HAS BEEN CITED BY OTHER ARTICLES

Tobacco industry targeting youth in Argentina
Braun et al.
Tobacco Control 2008;17:111-117.
ABSTRACT | FULL TEXT  

The Effect of Support for Action Against the Tobacco Industry on Smoking Among Young Adults
Ling et al.
Am. J. Public Health 2007;97:1449-1456.
ABSTRACT | FULL TEXT  

Quit Attempts and Intention to Quit Cigarette Smoking Among Young Adults in the United States
Fagan et al.
Am. J. Public Health 2007;97:1412-1420.
ABSTRACT | FULL TEXT  

A Closer Look at Smoking Among Young Adults: Where Tobacco Control Should Focus Its Attention
Green et al.
Am. J. Public Health 2007;97:1427-1433.
ABSTRACT | FULL TEXT  

American thoracic society statement on research priorities in respiratory nursing.
Larson et al.
Am. J. Respir. Crit. Care Med. 2006;174:471-478.
FULL TEXT  

Effect of Increased Social Unacceptability of Cigarette Smoking on Reduction in Cigarette Consumption
Alamar and Glantz
Am. J. Public Health 2006;96:1359-1363.
ABSTRACT | FULL TEXT  

A Typology of Middle School Girls: Audience Segmentation Related to Physical Activity
Staten et al.
Health Educ Behav 2006;33:66-80.
ABSTRACT  

Dealing With an Innovative Industry: A Look at Flavored Cigarettes Promoted by Mainstream Brands
Lewis and Wackowski
Am. J. Public Health 2006;96:244-251.
ABSTRACT | FULL TEXT  

How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control
Hafez and Ling
Tobacco Control 2005;14:262-271.
ABSTRACT | FULL TEXT  

The Virginia Slims identity crisis: an inside look at tobacco industry marketing to women
Toll and Ling
Tobacco Control 2005;14:172-180.
ABSTRACT | FULL TEXT  

Emotions for sale: cigarette advertising and women's psychosocial needs
Anderson et al.
Tobacco Control 2005;14:127-135.
ABSTRACT | FULL TEXT  

US College Students' Exposure to Tobacco Promotions: Prevalence and Association With Tobacco Use
Rigotti et al.
Am. J. Public Health 2005;95:138-144.
ABSTRACT | FULL TEXT  

Undoing an Epidemiological Paradox: The Tobacco Industry's Targeting of US Immigrants
Acevedo-Garcia et al.
Am. J. Public Health 2004;94:2188-2193.
ABSTRACT | FULL TEXT  

Industry sponsored youth smoking prevention programme in Malaysia: a case study in duplicity
Assunta and Chapman
Tobacco Control 2004;13:ii37-ii42.
ABSTRACT | FULL TEXT  

Social Smoking Among US College Students
Moran et al.
Pediatrics 2004;114:1028-1034.
ABSTRACT | FULL TEXT  

The Shifting Terrain of Tobacco Advertising Since the Master Settlement Agreement
Cruz
Health Promot Pract 2004;5:64S-65S.
 

Tobacco Industry Direct Marketing after the Master Settlement Agreement
Lewis et al.
Health Promot Pract 2004;5:75S-83S.
ABSTRACT  

Smoking, social class, and gender: what can public health learn from the tobacco industry about disparities in smoking?
Barbeau et al.
Tobacco Control 2004;13:115-120.
ABSTRACT | FULL TEXT  

Smoking on the rise among young adults: implications for research and policy
Lantz
Tobacco Control 2003;12:i60-70.
ABSTRACT | FULL TEXT  

R.J. Reynolds' Targeting of African Americans: 1988-2000
Balbach et al.
Am. J. Public Health 2003;93:822-827.
ABSTRACT | FULL TEXT  

Counteracting Cigarette Advertising
Morrison
JAMA 2002;287:3001-3003.
FULL TEXT