The 13th World Conference on Tobacco OR Health

Objective: Tobacco industry direct mail provides the industry with a way of communicating directly with consumers while going under tobacco control's radar screen. For tobacco control, it provides a picture of industry marketing tactics, particularly for brands that no longer advertise in magazines (i.e., Marlboro), for which direct mail is one of the only sources for studying their marketing images, messages and promotions. This poster will provide results of a content analysis of tobacco direct mail and corresponding images.

Methods: Over 200 pieces of direct mail from the years 1993-2005 were obtained from a convenience sample of receivers for coding and analysis of purpose/type of mail and type of promotions, gifts, coupons, and response mechanisms included.

Results: Major types of direct mail include: “welcome”, “general”, “birthday”, “gift” and “seasonal” mail, and promotions of new tobacco blends, campaigns, sweepstakes and brand loyalty items. Gifts through direct mail have included cookbooks, lighters, free “points”, etc. Most mail pieces include coupons, with types of coupons varying according to receiver. Response mechanisms found in direct mail include surveys, order forms, entry forms, or sign-up forms for friends – each asking brand preference questions. More recent pieces include a new emphasis on brand website promotion. Direct mail is used for promotional purposes (i.e., announcement of new products, events, etc.) as well as for building relationships with consumers and rewarding them through such mechanisms as coupons, gifts, etc. Direct mail incentives have the potential to influence smoking consumption, and monitoring of this form of marketing is essential.