Direct-to-Consumer Marketing of Cigar Productsin the United States

Ollie Ganz, Lyubov Teplitskaya, Jennifer Cantrell, Elizabeth C. Hair, Donna Vallone

Research output: Contribution to journalArticle

Abstract

Introduction: Although cigar use and sales have increased in the United States over the past decade,little is known about how these products are promoted. Direct-to-consumer (DTC) advertisingis a common method used to promote tobacco products and may be a potential channel throughwhich cigars are advertised.Methods: Comperemedia (Mintel) was used to acquire opt-in direct mail and email advertising forthe top 10 cigar brands in the United States between January 2013 and July 2014. The advertisementand corresponding data on brand, advertising spend, and mail volume were downloadedand summarized. Promotions such as coupons, giveaways, and sweepstakes were also examined.Results: A total of 92 unique advertisements met the search criteria and included two brands: Black & Mild (n = 77) and Swisher Sweets (n = 15). Expenditures on direct mail advertising during thisperiod totaled $12 809 630. Black & Mild encompassed 80% of total direct mail volume and 78% ofdirect mail advertising expenditures. Almost all advertisements contained at least one promotion(88%) and included a URL to the product website (85%).Conclusions: The results suggest that Black & Mild and Swisher Sweets are the primary cigar brandsusing DTC advertising. Promotional offers were nearly ubiquitous among the advertisements,which may appeal to price-sensitive populations. Future studies should continue to examine cigaradvertising via direct mail and email, in addition to other channels, such as the point-of-sale.Implications: Although cigar use and sales have increased in the United States over the past decade,there is limited data on cigar advertising. This article provides a snapshot of expenditures,volume, and promotional content of DTC cigar advertising in the United States between January2013 and July 2014.

Original languageEnglish (US)
Article numberntv136
Pages (from-to)864-868
Number of pages5
JournalNicotine and Tobacco Research
Volume18
Issue number5
DOIs
StatePublished - May 1 2016

Fingerprint

Tobacco Products
Postal Service
Health Expenditures
Direct-to-Consumer Advertising
Vulnerable Populations

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

Cite this

Direct-to-Consumer Marketing of Cigar Productsin the United States. / Ganz, Ollie; Teplitskaya, Lyubov; Cantrell, Jennifer; Hair, Elizabeth C.; Vallone, Donna.

In: Nicotine and Tobacco Research, Vol. 18, No. 5, ntv136, 01.05.2016, p. 864-868.

Research output: Contribution to journalArticle

Ganz, O, Teplitskaya, L, Cantrell, J, Hair, EC & Vallone, D 2016, 'Direct-to-Consumer Marketing of Cigar Productsin the United States', Nicotine and Tobacco Research, vol. 18, no. 5, ntv136, pp. 864-868. https://doi.org/10.1093/ntr/ntv190
Ganz, Ollie ; Teplitskaya, Lyubov ; Cantrell, Jennifer ; Hair, Elizabeth C. ; Vallone, Donna. / Direct-to-Consumer Marketing of Cigar Productsin the United States. In: Nicotine and Tobacco Research. 2016 ; Vol. 18, No. 5. pp. 864-868.
@article{50dda036295940f7bc8dffb259fd54ba,
title = "Direct-to-Consumer Marketing of Cigar Productsin the United States",
abstract = "Introduction: Although cigar use and sales have increased in the United States over the past decade,little is known about how these products are promoted. Direct-to-consumer (DTC) advertisingis a common method used to promote tobacco products and may be a potential channel throughwhich cigars are advertised.Methods: Comperemedia (Mintel) was used to acquire opt-in direct mail and email advertising forthe top 10 cigar brands in the United States between January 2013 and July 2014. The advertisementand corresponding data on brand, advertising spend, and mail volume were downloadedand summarized. Promotions such as coupons, giveaways, and sweepstakes were also examined.Results: A total of 92 unique advertisements met the search criteria and included two brands: Black & Mild (n = 77) and Swisher Sweets (n = 15). Expenditures on direct mail advertising during thisperiod totaled $12 809 630. Black & Mild encompassed 80{\%} of total direct mail volume and 78{\%} ofdirect mail advertising expenditures. Almost all advertisements contained at least one promotion(88{\%}) and included a URL to the product website (85{\%}).Conclusions: The results suggest that Black & Mild and Swisher Sweets are the primary cigar brandsusing DTC advertising. Promotional offers were nearly ubiquitous among the advertisements,which may appeal to price-sensitive populations. Future studies should continue to examine cigaradvertising via direct mail and email, in addition to other channels, such as the point-of-sale.Implications: Although cigar use and sales have increased in the United States over the past decade,there is limited data on cigar advertising. This article provides a snapshot of expenditures,volume, and promotional content of DTC cigar advertising in the United States between January2013 and July 2014.",
author = "Ollie Ganz and Lyubov Teplitskaya and Jennifer Cantrell and Hair, {Elizabeth C.} and Donna Vallone",
year = "2016",
month = "5",
day = "1",
doi = "10.1093/ntr/ntv190",
language = "English (US)",
volume = "18",
pages = "864--868",
journal = "Nicotine and Tobacco Research",
issn = "1462-2203",
publisher = "Oxford University Press",
number = "5",

}

TY - JOUR

T1 - Direct-to-Consumer Marketing of Cigar Productsin the United States

AU - Ganz, Ollie

AU - Teplitskaya, Lyubov

AU - Cantrell, Jennifer

AU - Hair, Elizabeth C.

AU - Vallone, Donna

PY - 2016/5/1

Y1 - 2016/5/1

N2 - Introduction: Although cigar use and sales have increased in the United States over the past decade,little is known about how these products are promoted. Direct-to-consumer (DTC) advertisingis a common method used to promote tobacco products and may be a potential channel throughwhich cigars are advertised.Methods: Comperemedia (Mintel) was used to acquire opt-in direct mail and email advertising forthe top 10 cigar brands in the United States between January 2013 and July 2014. The advertisementand corresponding data on brand, advertising spend, and mail volume were downloadedand summarized. Promotions such as coupons, giveaways, and sweepstakes were also examined.Results: A total of 92 unique advertisements met the search criteria and included two brands: Black & Mild (n = 77) and Swisher Sweets (n = 15). Expenditures on direct mail advertising during thisperiod totaled $12 809 630. Black & Mild encompassed 80% of total direct mail volume and 78% ofdirect mail advertising expenditures. Almost all advertisements contained at least one promotion(88%) and included a URL to the product website (85%).Conclusions: The results suggest that Black & Mild and Swisher Sweets are the primary cigar brandsusing DTC advertising. Promotional offers were nearly ubiquitous among the advertisements,which may appeal to price-sensitive populations. Future studies should continue to examine cigaradvertising via direct mail and email, in addition to other channels, such as the point-of-sale.Implications: Although cigar use and sales have increased in the United States over the past decade,there is limited data on cigar advertising. This article provides a snapshot of expenditures,volume, and promotional content of DTC cigar advertising in the United States between January2013 and July 2014.

AB - Introduction: Although cigar use and sales have increased in the United States over the past decade,little is known about how these products are promoted. Direct-to-consumer (DTC) advertisingis a common method used to promote tobacco products and may be a potential channel throughwhich cigars are advertised.Methods: Comperemedia (Mintel) was used to acquire opt-in direct mail and email advertising forthe top 10 cigar brands in the United States between January 2013 and July 2014. The advertisementand corresponding data on brand, advertising spend, and mail volume were downloadedand summarized. Promotions such as coupons, giveaways, and sweepstakes were also examined.Results: A total of 92 unique advertisements met the search criteria and included two brands: Black & Mild (n = 77) and Swisher Sweets (n = 15). Expenditures on direct mail advertising during thisperiod totaled $12 809 630. Black & Mild encompassed 80% of total direct mail volume and 78% ofdirect mail advertising expenditures. Almost all advertisements contained at least one promotion(88%) and included a URL to the product website (85%).Conclusions: The results suggest that Black & Mild and Swisher Sweets are the primary cigar brandsusing DTC advertising. Promotional offers were nearly ubiquitous among the advertisements,which may appeal to price-sensitive populations. Future studies should continue to examine cigaradvertising via direct mail and email, in addition to other channels, such as the point-of-sale.Implications: Although cigar use and sales have increased in the United States over the past decade,there is limited data on cigar advertising. This article provides a snapshot of expenditures,volume, and promotional content of DTC cigar advertising in the United States between January2013 and July 2014.

UR - http://www.scopus.com/inward/record.url?scp=84964923529&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84964923529&partnerID=8YFLogxK

U2 - 10.1093/ntr/ntv190

DO - 10.1093/ntr/ntv190

M3 - Article

C2 - 26377513

AN - SCOPUS:84964923529

VL - 18

SP - 864

EP - 868

JO - Nicotine and Tobacco Research

JF - Nicotine and Tobacco Research

SN - 1462-2203

IS - 5

M1 - ntv136

ER -