Whatdo Adult Smokers Think about Ads for Promotional Materials for PREPs?
What are PREPs? Define theacronym and provide specific examples.
PREPs are products sold to consumerswith a view to reduce the negative impact of exposure to anotherproduct specifically tobacco.
PREPs stands for Potential reducedexposure products.
Examples: Advance, Omni, Lights,Accord, Ariva and Eclipse.
What doPREPs claim?
They claim to reduce the risksassociated with smoking
What are the income projectionsfor US market use of PREPs?
Positive market projections with theindustry hitting $1billion in 2009 and $20 billion in 2015.
Given what you’ve learned todate about the tobacco industry, what are your thoughts on thisstrategy?
This strategy is meant to benefitthe manufacturers of tobacco products and not consumers. This is justanother method to grow and expand their market and charge a premiumprice on “less-harmful” products.
Focus groups were used for thisstudy. What were the criteria for participation?
History of smoking
Adults- 30-50 years.
What did the participants saypositively about the ads for PREPs? Provide some specific examples oftheir descriptive language for Eclipse, Omni, Ariva, and Accord.
Some participants felt encouraged totry out the PREPs as it allowed one to smoke while at the same timereducing their toxins intake, reducing risk of cancer and alsostepping down in their path to quitting altogether. One non-Hispanicwhite woman said of Omni that “I would tray just because Ihave been trying to quit smoking, and I would try it just because ofthe reduced health factor.”
On Eclipse, most of theparticipants were impressed with the heat insulator and less secondhand smoke. One non-Hispanic white woman even said “what appeals tome the most about this cigarette is hardly any, if any, secondhandsmoke.”
On the Accord brand, some ofthe participants were impressed with the technological aspect of thebrand in the lighting device which encouraged them to try it.
Ariva was viewed as a lessoffensive to non-smokers or even less likely to emit secondhandsmoke. Some participants even suggested to trying the brand in theoffice while one non-Hispanic man admitted to smoking it in the carin the presence of kids.
What did the participants saynegatively about the ads for PREPs?
They noted that the ads weremisleading because they claimed the cigarettes were less harmful yetthey carried the surgeons warning implying that they are equallyharmful as other cigarettes. One the Accord brand, one man wasworried about the goofy nature of the brand while another was worriedabout the risks of electrocution.
What did they say would influencetheir decision to try or to continue use of PREPs?
Perceived health benefits from fewertoxins consumed.
Gender orientation of a brand.
Ethnic orientation of a brand
Comment on any of the specificobservations made by female participants, Hispanic participants, orAfrican American participants. Provide a specific example and explaintheir comments.
African American participants werelargely affected by how the marketers addressed them in ads. Theywere conscious that some brands were not presented to be for whitesonly and not African Americans. Hispanics were more concerned withthe flavors and the gender orientations of the brands. On the otherhand, non-Hispanic whites were concerned more about the honesty ofthe ads and the manufacturers of the cigarettes in the health impactof the PREPs
What is your overall perceptionof this article?
The article is well presented insimple language and grammar. The use of focus groups gives access toa wider sample and the inclusion of numerous views from the focusgroups adds credibility of the study. I am also impressed that the astudy addresses a very important social issue today as many morepeople get duped into smoking in the belief that PREPs are safer.