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Table 3 ITS Results - Intended Target, Felt Targetedness and Purchase Intent for Tobacco and Non-Tobacco Ads

From: Retail promotions and perceptions of R.J. Reynolds' novel dissolvable tobacco in a US test market

Variables

N

TicTac Mean (95%CI)

ESPN Mean (95%CI)

Crest with Scope Mean (95%CI)

Camel Snus Mean (95%CI)

Camel Dissolvables Mean (95%CI)

Camel No. 9 Mean (95%CI)

Total Sample: differences across ads are significant at p < .001. Highest means have been bolded.

Intended Target: Category Users1

49

4.31 (3.91-4.71)

5.28 (4.92-5.63)

4.41 (3.90-4.92)

5.41 (4.94-5.88)

5.29 (4.80-5.77)

5.33 (4.88-5.77)

Felt Targetedness2

65

3.56 (3.33-3.79)

2.32 (2.03-2.60)

3.82 (3.68-3.96)

2.29 (2.01-2.57)

2.41 (2.11-2.71)

2.36 (2.04-2.68)

Likelihood of Purchase3

65

3.34 (3.09-3.60)

2.56 (2.26-2.86)

3.64 (3.42-3.85)

1.48 (1.26-1.71)

1.44 (1.24-1.64)

1.41 (1.23-1.59)

Smokers vs. Non-smokers

       

Intended Target: Category Users

 

p = ns

p = ns

p = ns

p < .05

p = ns

p = ns

Smokers

14

4.57 (3.76-5.38)

5.14 (4.27-6.02)

4.93 (4.04-5.82)

6.21 (5.65-6.78)

5.71 (5.10-6.33)

5.14 (4.13-6.15)

Non-Smokers

34

4.21 (3.73-4.68)

5.24 (4.81-5.66)

4.18 (3.53-4.83)

5.26 (4.71-5.82)

5.18 (4.53-5.82)

5.24 (4.70-5.77)

Felt Targetedness

 

p = ns

p = ns

p = ns

p < .01

p < .001

p < .05

Smokers

18

3.56 (3.04-4.07)

2.41 (1.85-2.96)

3.93 (3.74-4.11)

3.03 (2.45-3.62)

3.19 (2.57-3.80)

2.94 (2.22-3.67)

Non-Smokers

47

3.55 (3.28-3.82)

2.31 (1.96-2.65)

3.77 (3.58-3.96)

2.06 (1.75-2.36)

2.12 (1.80-2.44)

2.10 (1.77-2.43)

Likelihood of Purchase

 

p = ns

p = ns

p = ns

p < .05

p < .05

p = ns

Smokers

18

3.33 (2.77-3.90)

2.39 (1.87-2.90)

3.89 (3.55-4.23)

1.94 (1.30-2.59)

1.83 (1.24-2.43)

1.61 (1.22-2.00)

Non-Smokers

46

3.35 (3.06-3.64)

2.62 (2.25-2.98)

3.57 (3.31-3.84)

1.32 (1.13-1.50)

1.28 (1.11-1.45)

1.34 (1.14-1.54)

  1. 1Question asked was " When they create ads, advertisers generally have a particular audience they are trying to talk to with their ad. Who do you think __ad is aimed at?" Scale was 7-point semantic differential anchored by 1 = People who don't use ___category and 7 = people who already use __category
  2. 2Felt Targetedness was measured by 3 items asked on a 5-point Likert scale: "I feel this ad was intended for people like me. I believe this ad was targeted to people like me. This as was meant to appeal to people like me." Since Cronbach α = 0.90, all three items were averaged for the Felt Targetedness scale.
  3. 3Question asked was "Based on this ad, how likely are you to purchase ___?" Scale was 5 points: Very unlikely, Unlikely Undecided, Likely and Very Likely
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Harm Reduction Journal

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