摘要：We examined adult participation in tobacco industry direct marketing: receipt of direct mail and use of coupons and brand reward programs. Participation was highest for direct mail; participation in all 3 forms differed by gender, age, and race/ethnicity; current smokers, Whites, and persons aged 25 to 64 years reported greater participation. Although tobacco industry direct marketing may influence smoking initiation, its potential to increase consumption and impede cessation is unquestionable. Tobacco industry marketing has been shown to affect smoking initiation and consumption. 1– 3 In recent years, tobacco marketing has shifted from a focus on traditional advertising to increasing use of techniques emphasizing developing and maintaining relationships with individual customers. 4, 5 Direct marketing, or direct communication with consumers with the goal of making a sale or generating another measurable response, is one of these techniques. 6 A major element of direct marketing is direct mail targeted to individuals on tobacco companies’ extensive mailing lists. Direct mail is a major distribution channel for coupons, sweepstakes offers, brand-loyalty program catalogs (e.g., Camel Cash, Marlboro Miles), industry-sponsored event announcements, and magazines published by tobacco companies. As with all tobacco promotions, these items feature images and activities designed to be emotionally appealing to consumers and to reinforce brand images. 5 Names for these lists are obtained in different ways, including at industry-sponsored events (e.g., bar/club promotions) and from sweepstakes forms, signed coupons, and brand-loyalty program orders. Mailings usually feature a response mechanism providing information for future marketing efforts, such as a survey asking cigarette or lifestyle preferences or coded coupons identifying which respondents redeemed them. Use of direct mail has been increasing. The 6 major US cigarette manufacturers spent $133.9 million on direct mail in 2001, a 131.8% increase from 1998. 7 This does not include costs for direct mail containing coupons or specialty items distributed by mail; actual direct mail expenditures are unclear and likely much higher.
