HELP - For a life without tobacco: A case study on demarketing across two levels

Marketing Intelligence and Planning

Volumn 27, Issue 4, 2009, Pages 486-502

  Hassan, Louise M ^a   Shiu, Edward ^b   Walsh, Gianfranco ^c   Hastings, Gerard ^d  

^a UNIVERSITY OF ST ANDREWS   (United Kingdom)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^c University of Koblenz   (Germany)

^d UNIVERSITY OF STIRLING   (United Kingdom)

Author keywords

Advertising; European Union; Social change; Tobacco

Indexed keywords

EID: 67651119989     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500910964056     Document Type: Article

References (41)

1. Alden, D.L., Hoyer, W.D. and Lee, C. (1993), Identifying global and culture-specific dimensions of humor in advertising: a multinational analysis, Journal of Marketing, Vol. 57, pp. 64-75.
2. Andrews, R.L. and Franke, G.R. (1991), The determinants of cigarette consumption: a meta-analysis, Journal of Public Policy & Marketing, Vol. 10, pp. 81-100.
3. Bart, Y., Shankar, V., Sultan, F. and Urban, G.L. (2005), Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study, Journal of Marketing, Vol. 69 No. 4, pp. 133-52.
4. Chaloupka, F.J. and Wechsler, H. (1997), Price, tobacco control policies and smoking among young adults, Journal of Health Economics, Vol. 16, pp. 359-73.
5. Cummings, K.M., Morley, C.P., Steger, C. and Leavell, N.-R. (2002), Marketing to America's youth: evidence from corporate documents, Tobacco Control, Vol. 11, Supplement I, pp. i5-i17.
6. Department of Health (2004), Choosing health: making healthy choices easier, available at: www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_4094550 (accessed 12 November 2008).
7. Doll, R., Peto, R., Boreham, J. and Sutherland, I. (2004), Mortality in relation to smoking: 50 years' observations on male British doctors, British Medical Journal, Vol. 328, pp. 1519-27.
8. EIAA (2008), Shifting traditions: internet rivalling TV in media consumption stakes, available at: www.eiaa.net/news/eiaa-articles-details.asp?lang=1&id=154 (accessed 5 March 2008).
9. European Commission (2005), Memo/05/0174: the meaning and the making of the new EU anti-smoking TV advertisements, available at: http://ec.europa.eu/health/ph_determinants/life_style/Tobacco/help/docs/ev_20050526_me_en.pdf (accessed 24th November 2008).
10. European Commission (2006), available at: http://ec.europa.eu/health/phdeterminants/lifestyle/Tobacco/help/manifestoen.htm (accessed 25 November 2008).
11. European Commission (2007), Green paper: towards a Europe free from tobacco smoke: policy options at EU level, available at: http://ec.europa.eu/health/ph_determinants/life_style/Tobacco/Documents/gp_smoke_en.pdf (accessed 19 November 2008).
12. European Commission (2008), The HELP programme 2005-2007 moving towards a smoke-free Europe, available at: http://ec.europa.eu/health/ph_determinants/life_style/Tobacco/help/docs/2years_en.pdf (accessed 31 March 2008).
13. Farrelly, M.C., Healton, C.G., Davis, K.C., Messeri, P., Hersey, J.C. and Haviland, M.L. (2002), Getting to the truth: evaluating national tobacco countermarketing campaigns, American Journal of Public Health, Vol. 92 No. 6, pp. 901-7.
14. Forest (2008), available at: www.forestonline.org/output/home.aspx (accessed 29 November 2008).
15. Grant, I.C., Hassan, L.M., Hastings, G., MacKintosh, A-M. and Eadie, D. (2008), The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 13 No. 3, pp. 275-85.
16. Gurhan-Canli, Z. and Maheswaran, D. (2000), Determinants of country-of-origin evaluations, Journal of Consumer Research, Vol. 27 No. 1, pp. 96-108.
17. Hassan, L.M., Walsh, G., Shiu, E., Hastings, G. and Harris, F. (2007), Modeling persuasion in social advertising: a study of responsible thinking in antismoking promotion in eight eastern EU Member States, Journal of Advertising, Vol. 36 No. 2, pp. 15-31.
18. Hastings, G., Stead, M. and Webb, J. (2004), Fear appeals in social marketing: strategic and ethical reasons for concern, Psychology & Marketing, Vol. 21, pp. 961-86.
19. Inness, M., Barling, J., Rogers, K. and Turner, N. (2008), De-marketing tobacco through price changes and consumer attempts quit smoking, Journal of Business Ethics, Vol. 77 No. 4, pp. 405-16.
20. IPSOS (2005), HELP campaign pre-test, available at: http://ec.europa.eu/health/ph_determinants/life_style/Tobacco/help/docs/tvspot_rd04_en.pdf (accessed 28 November 2008).
21. Kotler, P. and Levy, S.J. (1971), Demarketing, yes, demarketing, Harvard Business Review, Vol. 49 No. 6, pp. 74-80.
22. Mannino, D.M., Klevens, M. and Flanders, W.D. (1994), Cigarette Smoking: an independent risk factor for impotence?, American Journal of Epidemiology, Vol. 140, pp. 1003-8.
23. National office of Statistics (2006), available at: www.statistics.gov.uk/CCI/nugget.asp?ID=866&Pos=1&ColRank=2&Rank=24 (accessed 27 November 2008).
24. Peto, R., Lopez, A., Boreham, J., Thun, M. and Heath, C. Jr (2006), Mortality from Smoking in Developed Countries 1950-2000, 2nd ed., University Press, Oxford.
25. Pollay, R.W. (2000), Targeting youth and concerned smokers: evidence from Canadian tobacco industry documents, Tobacco Control, Vol. 9, pp. 136-47.
26. Saffer, H. and Chaloupka, F. (2000), The effect of tobacco advertising bans on tobacco consumption, Journal of Health Economics, Vol. 19, pp. 1117-37.
27. Shiu, E., Hassan, L.M. and Walsh, G. (2008), Demarketing tobacco through governmental policies - the 4Ps revisited, Journal of Business Research, Vol. 62 No. 2, pp. 269-78.
28. Smith, K.H. and Stutts, M-A. (2003), Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of adolescents, Journal of Consumer Behaviour, Vol. 3 No. 2, pp. 157-77.
29. Smith, W., Assink, J., Klein, R., Mitchell, P., Klaver, C.C., Klein, B.E., Hofman, A., Jensen, S., Wang, J.J. and de Jong, P.T. (2001), Risk factors for age-related macular degeneration: pooled findings from three continents, Ophthalmology, Vol. 108 No. 4, pp. 697-704.
30. Smokers Club (2008), available at: www.smokersclubinc.com/ (accessed 28 November 2008).
31. Thun, M.J., Day-Lally, C.A., Calle, E.E., Flanders, W.D. and Heath, C.W. (1995), Excess mortality among cigarette smokers: changes in a 20-year interval, American Journal of Public Health, Vol. 85, pp. 1223-30.
32. Tobacco Leaf Organisation (2008), available at: www.tobaccoleaf.org/about_tobacco/index.asp?op=&l=en (accessed 25 November 2008).
33. US Department of Health and Human Services (1984), The Health Consequences of Smoking: Cardiovascular Disease. A Report of the Surgeon General, Publication No. (P.H.S.) 84-50204, Office on Smoking and Health, Rockville, MD.
34. US Department of Health and Human Services (1994), Preventing Tobacco Use Among Young People: A Report of the Surgeon General, Office on Smoking and Health, Atlanta, GA.
35. US Department of Health and Human Services (1997), National Cancer Institute. Changes in Cigarette-Related Disease Risks and Their Implication for Prevention and Control, NIH Publication No. 97-4213, National Institutes of Health, Washington, DC.
36. US Department of Justice (2007), Civil Action No. 99-2496 (GK), available at: www.usdoj.gov/civil/cases/tobacco2/ORDER%20&%20MEMO%20600.pdf (accessed 22 November 2008).
37. Wall, A.P. (2007), Government demarketing as viewed by its target audience, Marketing Intelligence & Planning, Vol. 25 No. 2, pp. 123-35.
38. WHO-HFA (2004), Health for all database (HFA-DB), WHO Regional Office for Europe, Copenhagen, available at: www.euro.who.int/hfadb (accessed 29 November 2008).
39. World Health Organisation (2002), The tobacco industry documents what they are, what they tell us, and how to search them a practical manual, available at: www.emro.who.int/TFI/TobaccoIndustry-English.pdf (accessed 2 February 2009).
40. World Health Organisation (2003), WHO framework convention on tobacco control, available at: www.who.int/tobacco/framework/WHO_FCTC_english.pdf (accessed 27 November 2008).
41. World Health Organisation (2008), available at: www.who.int/tobacco/tobacco_free_youth/television.html (accessed 29 November 2008).