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54 CHAPTER 2 ■ Reducing Tobacco Use in the United States

• Place: Heavy enforcement of youth-access laws, accompanied by publicity
and high penalties.
• Promotion: Comprehensive media campaigns targeting youth and adults
and funded at the levels recommended by the CDC (i.e., beyond the levels
that have been used in the past) to prevent initiation and to increase quit
attempts, heighten consumer demand for proven cessation programs, and
increase smokers’ health literacy about the value of using evidence-based
treatments when trying to quit.

QU ESTIONS F OR DISCUS S ION

1. What component of the marketing process or element of the marketing mix
do you think contributed most to the truth® Campaign’s success?
2. What other factors and efforts do you think (or imagine) have also contributed
to reduction in youth tobacco use in the United States?
3. For the Quit Line, several barriers were noted. What specific features of the
product (Quit Line) addressed these barriers?
4. How would you go about calculating a rate of return on the Quit Line? What
other data would you need?

RE F E RE NCES

American Legacy Foundation. (2004). http://www.americanlegacy.org/
BBC News. (2008). Country profile: United States of America. Retrieved July 28, 2009, from
http://newsvote.bbc.co.uk/mpapps/pagetools/print/news.bbc.co.uk/1/hi/world/americas/
country_profiles/1217752.stm
Behavior Risk Factor Surveillance System (BRFSS). (2006). Behavior Risk Factor Surveillance
System Adult Cigarette Use for Washington State. Atlanta, GA: Centers for Disease Control
and Prevention (CDC).
Centers for Disease Control and Prevention (CDC). (2007). Fact sheet: Adult cigarette smok-
ing in the United States: Current estimates. Retrieved July 28, 2009, from http://
www.cdc.gov/mmwr/preview/mmwrhtml/mm5745a2.htm
Centers for Disease Control and Prevention (CDC). (2008). Morbidity and mortality weekly re-
ports: Smoking & tobacco use. Retrieved March 19, 2009, from http://www.cdc.gov/
mmwr/preview/mmwrhtml/mm5745a3.htm
Centers for Disease Control and Prevention (CDC). (2009). Fact sheet: Youth and tobacco
use: Current estimates. Retrieved July 28, 2009, from http://www.cdc.gov/tobacco/
data_statistics/fact_sheets/youth_data/tobacco_use/index.htm