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Internet communication to tobacco products and e-cigarettes
Project
Project code: 2813HS011
Contract period: 01.11.2013
- 30.04.2014
Budget: 22,887 Euro
Purpose of research: Public relations
In this 6 month project, a survey of the tobacco industry’s internet communication on tobacco products will be conducted and the internet advertising for e-cigarettes will be documented. The communication strategies of the tobacco industry as well as the e-cigarette distributers will be monitored and it will be investigated, if the forms of marketing are compatible with § 21 a Abs 4 of the German preliminary tobacco law.First, the 10 mostly sold cigarette and tobacco brands as well as 10 brands with special characteristics (without additives, flavoured, slims etc.) and at least 20 e-cigarette distributers and their advertising strategies will be selected. With keywords special websites supporting advertising campaigns of the tobacco industry will be identified. Then, during 4 months, the internet advertising strategies and advertising in social media (Facebook, Twitter, Google+, Tumblr, You Tube, Lokalisten, Wer kennt wen, Studi-VZ) of the selected brands and distributers will be monitored for 8 hours each day according to a study protocol (type of advertisement, target groups, gender specific strategies, age-restricted access, interactivity, product placement) The findings will be implemented in an Access Database using SAS 9.2.
Section overview
Subjects
- Communication Sciences
- Toxicology
