Table 3.
Frequency of marketing communication messages across marketing communication strategies in published studies (n = 36 *).
| Key Message | Advertising (n = 28) |
Public Relations (n = 10) |
Sales Promotion (n = 10) |
Personal Selling (n = 1) |
|---|---|---|---|---|
| Cessation | 22 (78.6%) | 4 (40.0%) | 2 (20.0%) | 1 (100.0%) |
| Health-related benefits | 22 (78.6%) | 4 (40.0%) | 2 (20.0%) | 1 (100.0%) |
| Sociability/lifestyle | 21 (75.0%) | 9 (90.0%) | 1 (10.0%) | 1 (100.0%) |
| Use experience | 21 (75.0%) | 6 (60.0%) | 2 (20.0%) | 0 (0.0%) |
| Product characteristics | 16 (57.1%) | 3 (30.0%) | 2 (20.0%) | 0 (0.0%) |
| Price | 14 (50.0%) | 4 (40.0%) | 9 (90.0%) | 0 (0.0%) |
| Youth | 4 (14.3%) | 0 (0.0%) | 1 (10.0%) | 0 (0.0%) |
| Warnings/disclaimers | 7 (25.0%) | 2 (20.0%) | 1 (10.0%) | 0 (0.0%) |
| Purchase information | 9 (32.1%) | 1 (10.0%) | 3 (30.0%) | 0 (0.0%) |
| Others | 4 (14.3%) | 1 (10.0%) | 0 (0.0%) | 0 (0.0%) |
* Five of the 41 included articles did not specify marketing communication strategies.