12518404181Tobacco_presentation6

8/7/2019 12518404181Tobacco_presentation6

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MMARKETING ANDARKETING ANDPPROMOTIONAL ACTIVITIESROMOTIONAL ACTIVITIES

ON SCHOOL GROUNDSON SCHOOL GROUNDS

EDEN T.EDEN T.ASMARA JULY 9, 2009ASMARA JULY 9, 2009


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TOBACCO ADVERTISING AND PROMOTIONTOBACCO ADVERTISING AND PROMOTION

Tobacco Advertising

What is it all about ?


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TOBACCO ADVERTISING AND PROMOTIONTOBACCO ADVERTISING AND PROMOTION

Tobacco Advertising is unlike that of any other consumer

product.

No honest and factual positive message can be communicated

No significant brand difference

Thus , it sells not the product but Identities or Personalities


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TOBACCO ADVERTISING AND PROMOTIONTOBACCO ADVERTISING AND PROMOTION Direct Effects :

Increased initiation

Reduced cessation

Increased consumption by smokers

Increased re-initiation

Source: Warner (1986) Selling Smoking: Cigarette Advertising and Public Health


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The tobacco epidemic is a communicated disease.The tobacco epidemic is a communicated disease.

It is communicated through advertising.It is communicated through advertising.

Dr. Gro Harlem Brundtland, DirectorDr. Gro Harlem Brundtland, Director--General, World Health Organization, March 18, 1999General, World Health Organization, March 18, 1999


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LEGAL FRAMEWORKLEGAL FRAMEWORK

Eritrean law regarding tobacco promotion and advertising.

Proclamation 143/2004- a proclamation to provide for tobacco

control

Article 5. All activites aimed at promoting or advertising

tobacco related product is banned

Article 9. Violation leads to a fine of Nakf 5000


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RESEARCH QUESTIONRESEARCH QUESTION

How does the tobacco industry advertise and promote its product on

school grounds ?


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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY

This particular study aims at:

Analyzing the advertising and promotion activities of

tobacco industry in educational institutions.

Studying the background and the regulatoryframework within which tobacco consumption , sale,

and advertising and promotional activities function .


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RESEARCH METHODOLOGYRESEARCH METHODOLOGY

The case study approach is chosen as an appropriate

strategy for this research because of the following reasons:

The problems statement mainly focuses on

answering a how questions.

The researcher has no control over the behavioural

events.

The focus of the study is on a current as opposed to

historical events.


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Unit of Analysis

Ten Junior and High Schools

Four Higher level educational institutes

Thus, Multiple-Case study Approach


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Evidence Sources

Interviews

Observation checklist

Documentary information

Archival records from the schools


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The selection of the educational institutions is non-probability

procedure, because the objective of the sampling is not to

meet representativeness of the population rather to reach at

schools that are with the proper age group of students that arebelieved to be targets of the industry.

Zoba-Maekel is selected mainly due to its large size of the

student because most promotional and marketing efforts by the

industry are anticipated in schools where the number of thestudents can justify the effort.


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SCHOOL ENVIRONMENTSCHOOL ENVIRONMENT

A platforms that both the tobacco industries and also policy

makers against tobacco consumption at schools can use for

their respective purposes.

1. Sale of the product

2. Surrounding shops ( within 100meters of the premises)

3. In-school consumption

4. Designated smoking rooms


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11.10%

88.90%

66.70%

33.30%

22.20%

77.80%

11.10%

88.90%

0%10%20%

30%40%50%60%70%80%

90%100%

Prdt Sale Surr.

Shps

In-

school

use

Desg.

Rooms

YES

NO


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1. Sale of the product:

89% do not allow the saleof the product

11% allow the sale of theproduct

2. Surrounding shops ( within 100meters ofthe premises)

66.7 % shops are available

3. In-school consumption

78% not allowed

11.2 % use in the school

facilities4. Designated smoking rooms or

areas

11.1% designate smokingrooms or areas

11.10%

88.90%

66.70%

33.30%

22.20%

77.80%

11.10%

88.90%

0%10%20%30%40%50%60%70%80%90%

100%

Prdt Sale Surr.

Shps

In-

school

use

Desg.

Rooms

YES

NO


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DIRECT ADVERTISING AND PROMOTIONDIRECT ADVERTISING AND PROMOTION

Communication directly with customers for the purpose of

increasing consumption by the existing customers and attracting

new ones.

1. Advertising on signs and billboards2. Sponsorship of special events

3. Sponsorship of school teams

4.Free giveaways(T-shirts, mugs, ashtrays,

Calendars)


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0.00%

100.00%

0.00%

100.00%

0.00%

100.00%

0.00%

100.00%

0%

10%

20%

30%

40%

50%60%

70%80%

90%

100%

Ad. On

Signs

Event

Spon.

Team Spon Giveaways

YES

NO


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1. Advertising on signs and

billboards

100% NA

2. Sponsorship of special events

100% NA

3. Sponsorship of school teams

100 NA

4. Free giveaways(T-shirts, mugs,

ashtrays, Calendars)

100 NA 0.00%

100.00%

0.00%

100.00%

0.00%

100.00%

0.00%

100.00%

0%10%

20%

30%

40%

50%

60%70%

80%

90%

100%

Ad. On

Signs

Event

Spon.

Team SponGiveaways

YES

NO


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POINT OF SALE DISPLAYSPOINT OF SALE DISPLAYS

Advertising displays where tobacco products

are sold.

Includes:

Eye level display

branded print materials,

shop furniture,

decor and even staff clothing


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Eye Level is Buy Levelbecause items placed at eye level

are more likely to be purchased that those on higher or lower

shelves. British American Tobacco (BAT), undated


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77.80%

22.20%

77.80%

22.20%

0%

10%20%

30%

40%

50%

60%70%

80%

90%

100%

Eyecatching Disp. Other Cues

YES

NO


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1. Eye catching displays

77.8% of thesurrounding shops or in-school shops

2. Additional cues persuadingbuying ( Icons)

77.8% of thesurrounding shops

77.80%

22.20%

77.80%

22.20%

0%

10%20%

30%

40%

50%

60%

70%

80%

90%

100%

Eyecatching Disp. Other Cues

YES

NO


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TOBACCO CONTROL SCHOOL PROGRAMSTOBACCO CONTROL SCHOOL PROGRAMS

Advertising and promotion of tobacco related product

do not function in a vacuum and can only be effective

in schools where such actions are not controlled

thorough strong institutional rules and regulations.1. School policy

2. Publicizing means

3. Mandatory tobacco-free school signs in all

entrance4. Mandatory tobacco-free school signs in all

grounds/athletic facilities


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88.90%

11.10%

77.80%

22.20% 22.20%

77.80%

0.00%

100.00%

0%

10%

20%

30%

40%50%

60%

70%

80%

90%100%

Sch. Policy Publicize Mand.Sign

at entr.

Mad.sign

on grouds

YES

NO


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1. School policy

88.9 % - MoE s ThirtyGolden Student Rules

2. Publicizing means

77.8% sound publicizingmechanisms-(Orientations)

3. Mandatory tobacco-free school

signs in all entrances

77.8% NA

4. Mandatory tobacco-free schoolsigns in all grounds/ athletic

facilities

100% NA

88.90%

11.10%

77.80%

22.20% 22.20%

77.80%

0.00%

100.00%

0%10%

20%

30%

40%50%

60%70%

80%

90%100%

Sch. Policy Publicize Mand.Sign

at entr.

Mad.sign

on grouds

YES

NO


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LAW ENFORCEMENTLAW ENFORCEMENT

Without proper enforcement approaches, rules and

regulations have little effect in influencing ones

behavior.

1. Other policy communication means2. Consistency and equitability of enforcement

mechanisms

3. Undercover compliance checks

4. Personnel in charge of monitoring andenforcing


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88.

.

.

.

.

.

.

.

.

.

80%

90%100%

Comn.M ns Undercover Sc . Help

YESNO


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1. Other policy communication means 88.9% communication through

Signs posted in visibleplaces

Written statements in

student or facultyhandbooks

Staff announcements

2. Consistency and equitability ofenforcement mechanisms

66.7% consistent andequitable

33.3% difficulties to enforcewith the staff

3. Undercover compliance checks

55.6% use members ofNUEYS

88.90%

11.10%

66.70%

33.30%

55.60%

44.40%

66.70%

33.30%

55.60%

44.40%

0%10%

20%

30%40%

50%

60%70%

80%

90%100%

Comn.

Means

Undercover Sch. Help

YES

NO


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4. Personnel in charge of monitoring and enforcing

66.7 % use such an enforcement mechanism, through:

Ad-hoc committee ( Pedagogy head, academic affairs,

home teacher) OR

Head of academic affairs

5. School help to violators

55.5% offer consistent help to students in violation of the

policy including

Education or/and

Counseling


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KEY FINDINGS OF THE CASE STUDIESKEY FINDINGS OF THE CASE STUDIES

All the sample higher educational institutes visited are free of anydirect tobacco related promotion and advertising activities bythe industry.

Tobacco company in-store advertising activities, namely point-of-sale is widely observed in all the convenience shops, kiosks, orstreet vendors close to school gates.


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Only two- Eritrean Institute of Technology and Asmara

Teachers Education Institute- have a rule against the use and

sale of any tobacco related product.

The educational institutions communicate their policies through theorientation programs given to the students at the beginning of

every academic year.


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The institutions with policies against use and sale of tobacco

products have real problem of enforcing their policies especially

with the staff members.


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In the other two- College of Business and Economics and

College of Health Science , there is a serious lack of anti-

smoking policies.


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All the sample institutions lack professional health

educators and proper administrative culture in order

to address tobacco use, develop tobacco cessation

programs, and increase awareness that attract students

and encourage smoke-free mind and environment.


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CONCLUSIONCONCLUSION

It is a good sign to find out that:

All schools (100%) are free of any direct advertising andpromotion sign aimed at influencing the buying behavior ofvisitors and persuades them to buy the product and undermineany attempts to quit smoking.

Most of the institutions have a rule against the use of tobaccoproduct in their institutions.


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No school had any initiative of developing its own policy speciallydesigned to promote tobacco-free school environment .

This evidences show that the problem of smoking is not very seriousissue that the schools put in their priority list and work for.

One of the causes of this can be influence of the last remnants ofmost traditional cultures of the nation that downgrade and disgracepeople who smoke cigarettes.


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Should we take this for granted and sit back doing

nothing?


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THANK YOU.THANK YOU.

12518404181Tobacco_presentation6

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