Teenage exposure to cigarette advertising in popular consumer magazines - vehicle versus message reach and frequency

Alyse R. Lancaster, Kent M. Lancaster

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

Krugman and King (2000)studied 14 magazines containing cigarette advertisements. Assuming one insertion in each of the magazines, they found that approximately 66.1% of teens would be reached by these magazines an average of 2.1 times. The current study shows that 41.4% of teens likely would see one or more of a typical cigarette brand’s advertisements in these publications, and 2.7% would see three or more. Therefore, reducing cigarette advertising in these magazines would be likely to have little effect on teen smoking.

Original languageEnglish (US)
Pages (from-to)69-76
Number of pages8
JournalJournal of Advertising
Volume32
Issue number3
DOIs
StatePublished - Jan 1 2003

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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