Table 2.
Frequency of marketing communication messages across communication channels in published studies (n = 40 *).
| Key Message | Print (n = 4) |
TV/Movie/Radio (n = 1) |
Internet (n = 32) |
POS/Retail Stores (n = 4) |
|---|---|---|---|---|
| Cessation | 2 (50.0%) | 1 (100.0%) | 25 (78.1%) | 2 (50.0%) |
| Health-related benefits | 3 (75.0%) | 1 (100.0%) | 24 (75.0%) | 2 (50.0%) |
| Sociability/lifestyle | 3 (75.0%) | 1 (100.0%) | 23 (71.9%) | 2 (50.0%) |
| Use experience | 3 (75.0%) | 1 (100.0%) | 24 (75.0%) | 1 (25.0%) |
| Product characteristics | 1 (25.0%) | 1 (100.0%) | 15 (46.9%) | 2 (50.0%) |
| Price | 1 (25.0%) | 1 (100.0%) | 22 (68.8%) | 0 (0.0%) |
| Youth | 0 (0.0%) | 1 (100.0%) | 1 (3.1%) | 2 (50.0%) |
| Warnings/disclaimers | 1 (25.0%) | 1 (100.0%) | 7 (21.9%) | 1 (25.0%) |
| Purchase information | 1 (25.0%) | 1 (100.0%) | 10 (31.3%) | 0 (0.0%) |
| Others | 1 (25.0%) | 0 (0.0%) | 3 (9.4%) | 0 (0.0%) |
* One of the 41 articles did not specify the communication channels.