Cigarette advertising for youth brands delivered sufficient impressions to reach youths at high reach and frequency levels during the 1993-2002 period. However, a precipitous drop in such advertising is also found at the end of the period. The authors reconcile the findings with those of previous studies and examine the efficacy of guidelines that have been used to evaluate cigarette advertising in publications with high youth readership.
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics