What can social marketers learn from tobacco industry marketing and advertising documents?
Pamela Ling, MD, MPH, Center for AIDS Prevention Studies, University of California San Francisco, 74 New Montgomery St., Suite 600, San Francisco, CA 94105, 415/597-8121, pling@psg.ucsf.edu and Stanton A Glantz, PhD, Institute for Health Policy Studies, University of California, San Francisco, 3333 California Street, Suite 265, San Francisco, CA 94118. Tobacco marketing programs have had tremendous appeal to young people. An analysis of tobacco industry advertising was conducted to assist in developing new strategies for social marketing programs aimed at the young adult audience. Methods: We searched internal tobacco industry documents made available on public websites as part of the Master Settlement Agreement. Search terms included: young adults, new smokers, marketing, advertising, Camel, Marlboro, industry terms for young smokers such as FUBYAS, YAMS, or YAFS, names of individuals and agencies, dates, and report types. Documents from tobacco company assessments of the effectivenes
