Summary in Chinese. / Thesis (MBA)--Chinese Univ. of Hong Kong. / Bibliography: 96-97 l.

This study estimates the welfare effects of cigarette advertising using the framework posited by Becker and Murphy (1993). This model exposes previously unaccounted benefits of cigarette advertising and allows for conventional social welfare estimation by assimilating the theory of advertising into the general theory of complements. The policy implications of the Becker and Murphy framework will rely on the impact of advertising on equilibrium output price. A modification of the new empirical industrial organization technique allows estimation of a supply relation containing advertising in an imperfectly competitive environment. Allowing for different price effects of cigarette advertising before and after the Broadcast Advertising Ban leads to the conclusion that advertising after the ban has a larger price effect than before. This suggests that cigarette advertising is better able to enhance market power after the Broadcast Advertising Ban. Parameter estimates indicate that a one percent increase in cigarette advertising above its 1994 level will precipitate a conservative estimate of a reduction in social welfare of $14.3 million (in 1982 dollars). Thus, even if one ignores externalities altogether, cigarette advertising is clearly excessive from society's point of view. / Graduation date: 1997

by Shum, Wing Fai David, Tsang, Leung Lun Lennon. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 93-94). / ACKNOWLEDGEMENTS --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Advertisement Variation --- p.1 / Research Objective and Title --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.5 / Background of the Ban on Cigarette Television Advertising --- p.5 / Situation after Bans in Other Nations --- p.8 / Rationale of the Research --- p.9 / Chapter III. --- THE RESEARCH HYPOTHESES --- p.11 / The Repetition-Variation Hypoptheses and the Elaboration Likelihood Model --- p.11 / Research Hypotheses --- p.14 / Chapter IV. --- RESEARCH METHODOLOGY --- p.17 / Causal Laboratory Experiment --- p.17 / Subjects and Design of the Experiment --- p.18 / Procedure of the Experiment --- p.20 / Non-experimental Independent Variables --- p.21 / Experimental Independent Variables ´ؤ´ؤX --- p.22 / Dependent Measures -- Oij --- p.23 / Consumer Research --- p.24 / Questionnaire Design --- p.24 / Sample Design --- p.25 / Chapter V. --- RESULTS DISCUSSIONS --- p.26 / Results Discussions of the Causal Laboratory Experiment --- p.26 / Brand Name Recall --- p.26 / Overall Attitudes toward the Cigarette Brand --- p.28 / Results Discussion of the Consumer Research --- p.31 / Brand Awareness of the Cigarette and the Corresponding Extended Product --- p.31 / Marlboro Classics --- p.36 / Kent Leisure --- p.37 / Mild Seven Freedom Holidays --- p.39 / Overall Feeling towards the Advertisements --- p.41 / Recall of the Brand's Cigarette when Viewing the Advertisement --- p.42 / Purchase Intent --- p.43 / Chapter VI. --- COMMENTS AND RECOMMENDATIONS --- p.45 / Persuasive Process --- p.45 / Information Processing --- p.47 / Brand Processing --- p.47 / Nonbrand Processing --- p.48 / Implications from Laboratory Experiment --- p.49 / Limitations --- p.50 / Implications from Consumer Research --- p.51 / Brand Product Extension --- p.53 / Chapter VII. --- CONCLUSIONS --- p.56 / APPENDIX / Chapter 1. --- MEDIA EXPENDITURE FOR 1990 一一 CIGARETTE --- p.59 / Chapter 2. --- PROCEDURE FOR THE EXPERIMENT --- p.60 / Chapter 3 . --- OBSERVATIONS OF THE DEPENDENT MEASURES --- p.63 / Chapter 4. --- QUESTIONNAIRE FOR CONSUMER RESEARCH --- p.65 / Chapter 5. --- SCORES OF TOP-OF-MIND AWARENESS --- p.70 / Chapter 6. --- PERCENTAGE OF RESPONDENTS WHO KNOW ABOUT THE PRODUCT EXTENSION OF THE CIGARETTE BRANDS THEY HAVE NAMED IN Q1 --- p.71 / Chapter 7. --- PERCENTAGE OF RESPONDENTS WHO HAVE SEEN ADVERTISEMENTS OF THE EXTENDED PRODUCT --- p.72 / Chapter 8. --- PERCENTAGE BREAKDOWN OF CHANNELS FROM WHICH THE RESPONDENTS SAW THE ADVERTSIEMENTS --- p.73 / Chapter 9. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MARLBORO CLASSICS --- p.74 / Chapter 10. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF KENT LEISURE --- p.77 / Chapter 11. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MILD SEVEN FREEDOM HOLIDAYS --- p.80 / Chapter 12. --- OVERALL FEELING TOWARDS THE ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.83 / Chapter 13. --- PURCHASE INTENT OF THE CORRESPONDING CIGARETTE --- p.84 / Chapter 14. --- PHOTOGRAPHS OF THE DUMMY PRINT-ADVERTISEMENTS --- p.86 / Chapter 15. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE TESTING CIGARETTE --- p.91 / Chapter 16. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.92 / BIBLIOGRAPHY --- p.93

Since the Surgeon General linked smoking to lung cancer in 1965, controversy has surrounded the tobacco industry and its advertising methods. Research over the past thirty five years has focused on the effect of cigarette advertising on sales, the impact of tobacco advertisements on youth, and the content of the ads.A content analysis conducted by David Altman in 1987 analyzed model activity in cigarette advertisements in magazines from 1960-1985. Altman concluded that tobacco advertisers were targeting youth and women's markets differently through the frequent use of health and vitality themes in the advertisements. The present study is a replication of the 1987 content analysis. The same eight magazines were selected for the years 1986-2000: Cycle World, Ebony, Ladies Home Journal, Mademoiselle, Popular Science, Rolling Stone, Time, and TV Guide. Three coders studied 365 tobacco advertisements and evaluated the act of smoking, the presence of low tar and nicotine claims, and the vitality of smoking themes.The findings indicated an increase in the use of health and vitality themes in cigarette advertisements, just as in the original study. Low tar and nicotine claims, however, decreased in the advertisements in the present study despite having increased in the 1987 data. Also consistent with the original study was the higher frequency of health and vitality themes used in advertisements geared toward youth and women than in those targeting general audiences. The portrayal of the act of smoking decreased in both studies.The researcher concludes that tobacco advertisers continue to target youth and women with health and vitality themes, and therefore violate the industry's advertising code. / Department of Journalism

Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 78-79.

Background: Even though a series of restrictions aimed at protecting dwellers from being addicted to tobacco are implemented in Hong Kong, the loopholes utilized by tobacco industry can still promote tobacco marketing by various strategies such as sponsorship in movies and charity activities. Therefore, it is still quite necessary to monitor the associations of intention to smoke with exposure to anti-smoking media messages and pro-smoking media messages among adolescents in Hong Kong. Objectives: Objectives of this study were to investigate exposure to pro- smoking media messages and pro-smoking media messages and their association with intention to smoke among adolescents in Hong Kong. Methods: This is a cross-sectional study based on secondary data collected from Smoking and Health Survey among Hong Kong Students 2010/11. Data from 61,810 secondary school students were analyzed. Exposure to anti- and pro- smoking media messages among adolescents in Hong Kong was assessed. Logistic regression was conducted to examine the association of intention to smoke with exposure to anti- and prosmoking media messages separately, and then examine the association of intention to smoke with exposure to anti- and pro- smoking media messages with taking exposure to anti- and pro- smoking media messages as a whole. Sub group analysis splitting the sample into never smokers and ever smokers were made throughout logistic regression models above. Results: In terms of prevalence of exposure to media, higher possibilities of exposure to prosmoking media messages and of exposure to anti-smoking media messages was found among females relative to males (39.9% versus 37.1% and 69.5% versus 68.1% respectively, both p<0.001). Besides, significant higher possibilities of exposure to pro-smoking media messages and of exposure to anti-smoking media messages than those without were detected (43.9% versus 34.4% and 71.9% versus 65.7% respectively, both p<0.001). Statistically significant positive associations were found between exposure to pro-smoking media messages and intention to smoke both among never smokers (OR=1.39, 95% CI: 1.26-1.52, p<0.001) and ever smokers (OR=1.35, 95% CI: 1.24-1.46, p<0.001). And, statistically significant negative associations were observed between exposure to anti-smoking media messages and intention to smoke among never smokers (OR=0.58, 95% CI: 0.53-0.63, p<0.001) and among ever smokers (OR=0.82, 95% CI: 0.76-0.89, p<0.001). In logistic regression models for both anti- and pro- smoking media messages, among never smokers, we found the lowest odd ratio was 0.56 (95% CI: 0.51-0.63, p<0.001), for category with exposure to anti-smoking media messages and no exposure to pro-smoking media messages. And the highest odds ratio was 1.33 (95% CI: 1.11-1.56, p=0.001), for the category with exposure to pro-smoking media messages and no exposure to antismoking media messages. For ever smokers, the lowest odds ratio was 0.82 (95% CI:0.75-0.89, p<0.001), for category with exposure to anti-smoking media messages and no exposure to pro-smoking media messages. And, the hightest odds ratio was 1.35 (95% CI: 1.10-1.66, p=0.004), for the category with exposure to pro-smoking media messages and no exposure to anti-smoking media messages. Conclusions: In both ever and never smokers, positive associations of intention to smoke with exposure to pro-smoking media messages were observed. However, a negative association of intention to smoke with exposure to anti-smoking media messages was only found for sub group of never smokers. For both never smokers and ever smokers, the group with exposure to pro-smoking media messages and no exposure to anti-smoking media messages had positively higher increase in the odds of intention to smoke relative to the group with exposure both to anti- and pro smoking media messages. / published_or_final_version / Public Health / Master / Master of Public Health

An experiment was done to investigate whether or not there is a need to treat smokers and non-smokers as separate target audiences when creating tobacco counter-advertisements. The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm, 1966) were used to guide the development of predictions. The study revealed that social marketers need to have different advertising tactics for smokers and non-smokers, since smokers have reported more maladaptive coping responses and fewer adaptive coping responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an essential part of their self-identity (Goldberg et al., 1995) the experiment was also designed to see if smokers would have differing levels of reactance and other maladaptive coping responses if they saw a counter-advertisement attacking their brand, one attacking a competing brand, and a non-branded one. The study did not reveal any significant differences in reactions among the three conditions. / x, 125 leaves : ill. ; 29 cm

The Index of Receptivity to Tobacco Industry Promotion (IRTIP) is a model that is used by hundreds of articles. The causal claim based on findings from this model is even more pervasive, and has resulted in much of the modern post 1998 tobacco legislation that is still enforced. This thesis tested the link between adolescent receptivity to tobacco industry promotion and susceptibility to smoking. Pierce et al. (1998) reported that they had found a positive and causal association between receptivity and susceptibility by using IRTIP. They claimed that receptivity to tobacco industry promotion was the only significant causal factor affecting adolescent susceptibility to smoking. Exposure to peer and parental smoking was not found to be a significant effect. A review of the literature found that many sections of IRTIP differ from accepted marketing theory on how cigarette advertising and promotions affect adolescent adoption of cigarette smoking. The proxy measures used in IRTIP were shown to diverge from those previously used for measuring the constructs of Attention, Intention, Desire and Action (AIDA) in marketing communications. IRTIP also differs from previous theory by including measures that attempt to quantify the effect of tobacco premiums into a model that was designed to measure the effects of advertising.

The social norms concept provides a fresh basis for thinking about how public health policies and campaigns impact health behaviour. Social norms offer much promise to the field of public health, nonetheless, the potential role of norms in changing health behaviour have not been fully embraced. This thesis demonstrates that one of the mechanisms by which national level policies (e.g. tobacco control) can promote health behaviour change, such as an increase in quit intentions, is by making smoking less normative and an undesirable behaviour. This study is vital as it provides a broad conceptualization of tobacco denormalisation and shows how its reasoning is able to influence normative beliefs and smoking behaviour. A review of literature was carried out to establish the generic origins of denormalisation as well as demonstrate that this approach (i.e. social norms) has been widely adopted in schools and college settings to influence health behaviour. As a broader perspective of this thinking was imperative to address public health issues at a societal level, tobacco control was employed to investigate how individual polices influence behaviour and normative beliefs. The research methodology used was pluralistic in nature, given that the majority of past tobacco control policy studies employed either quantitative or qualitative methods. Thus adopting both methods a richer amount of data would be obtained in order to generate an improved understanding of how public policy affects norms and smoking behaviour. To empirically examine the relationship between public policy, social norms and smoking behaviour a broad conceptualization was developed to investigate the normative pathways between national level tobacco policy effects on youth and adults’ smoking behaviour. Quantitative results from the longitudinal study, the International Tobacco Control (ITC) Scotland/UK survey, indicate that a comprehensive smoke-free law that covers, without exception, an entire nation (i.e. Scotland) has increased adult smokers’ perceived social unacceptability of smoking, to some extent higher in Scotland than rest of the UK which, in turn, is associated with quit intentions at follow-up, in both countries. The examination of data from the UK Youth Tobacco Policy Study (YTPS) also demonstrated that the influence of tobacco marketing awareness on adolescents’ smoking intentions is mediated by perceived norms. Prior to the enactment of the UK Tobacco Advertising and Promotion Act (TAPA), higher levels of awareness of tobacco advertising and promotion were independently associated with higher levels of perceived sibling approval which, in turn, were positively related to smoking intentions. Independent paths from perceived smoking prevalence and benefits fully mediated the effects of advertising and promotion awareness on intentions, during and after the enactment of the TAPA. Results from the qualitative study generally supported the quantitative findings and provided new insights into how adolescents’ normative beliefs and smoking behaviour are influenced by tobacco control policies. The qualitative group discussion suggests that smoke-free legislation and anti-smoking ads influence perceptions of prevalence, acceptability and smoking behaviour. A number of theoretical implications were presented, including the belief that social norms campaigns and interventions must be focal and salient in individuals’ consciousness so as to effect the desired behaviour change. A theoretical framework of the various normative mechanisms should consequently be integrated into tobacco control policies and norm-based interventions to work in a synergistic manner to influence health-related behaviour. Practical implications of this conceptualization include the view that, instead of public health interventions focusing on conventional approaches (for example, scare tactics), an appropriate strategy would be to incorporate specific information that corrects normative misperceptions and ambiguities among referent populations at individual and societal levels, with consequential normative and health behaviour change. It is recommended that future research employing tobacco industry perceptions and possibly a descriptive norm as additional normative mediators, aside from unacceptability, would be of value to examine whether smoke-free legislation influences quitting partly via changing favourable tobacco industry perceptions, social acceptability of smoking and perceived prevalence of smoking. To sum up, the findings demonstrate that societal level policy measures such as smoke-free legislation and the TAPA are critical elements of a comprehensive tobacco control program that can significantly influence adult smokers’ quit intentions and reduce adolescents’ smoking intentions respectively, by signifying smoking to be less normative and to be socially unacceptable.