Impact of Promotions on Awareness, Trial, and Likelihood of Trial of New Dissolvable Tobacco

Abstract

Purpose. To determine test market awareness and promotional effects of Camel dissolvable tobacco. Design. Cross-sectional survey. Setting. Indiana test market. Subjects. Stratified sample of Indiana adults (N = 472). Measures. Data were poststratified and weighted to account for the sampling and demographics. Analysis. Descriptive statistics and multivariate analysis. Results. The study results indicate that 31.2% of participants were aware of Camel Dissolvables, 4.5% had tried them, and 8.3% were likely to try them. Tobacco use was a significant predictor of all outcomes; dual (cigarettes and smokeless tobacco) users were more likely to be familiar with, try, and be interested in trying Camel Dissolvables than single tobacco users and nonusers (p < .05). Male gender was a significant predictor only for likelihood of trial (p < .05). Education was a significant predictor only of actual trial (p < .05). Familiarity was predicted by in-store, magazine, and mail promotions. Trial was predicted by having seen magazine ads. Web site exposure predicted likelihood of trial. Of those who reported trying Camel Dissolvables (N = 37), 49% no longer used them, 43% used them some days, and 8% used them daily. Continued use was reported by 87% of dual users and 26% of single tobacco users (p < .01). Conclusion. Smokers and male dual tobacco users appear most affected by Camel Dissolvables promotions.