MARKETING AND
PROMOTIONAL ACTIVITIES
ON SCHOOL GROUNDS

Eden t.
Asmara July 9, 2009
 TOBACCO ADVERTISING AND PROMOTION

 Tobacco Advertising

 What is it all about ?

 TOBACCO ADVERTISING AND PROMOTION

 Tobacco Advertising is unlike that of any other consumer

product.

 No honest and factual positive message can be communicated

 No significant brand difference

 Thus , it sells not the product but “Identities” or “Personalities”

 TOBACCO ADVERTISING AND PROMOTION
 Direct Effects :
Increased initiation
Reduced cessation
 Increased consumption by smokers
 Increased re-initiation

Source: Warner (1986) Selling Smoking: Cigarette Advertising and Public Health
“The tobacco epidemic is a communicated disease.
It is communicated through advertising.”
Dr. Gro Harlem Brundtland, Director-General, World Health Organization, March 18, 1999
 LEGAL FRAMEWORK

 Eritrean law regarding tobacco promotion and advertising.

 Proclamation 143/2004- a proclamation to provide for tobacco
control
 Article 5. – All activites aimed at promoting or advertising
tobacco related product is banned
 Article 9. – Violation leads to a fine of Nakf 5000
 RESEARCH QUESTION

 How does the tobacco industry advertise and promote its product on
school grounds ?
 OBJECTIVES OF THE STUDY

 This particular study aims at:

 Analyzing the advertising and promotion activities of
tobacco industry in educational institutions.
 Studying the background and the regulatory
framework within which tobacco consumption , sale,
and advertising and promotional activities function .
 RESEARCH METHODOLOGY

 The case study approach is chosen as an appropriate

strategy for this research because of the following reasons:
 The problems statement mainly focuses on
answering a “ how” questions.
 The researcher has no control over the behavioural
events.
 The focus of the study is on a current as opposed to
historical events.
 RESEARCH METHODOLOGY

 Unit of Analysis
 Ten Junior and High Schools
 Four Higher level educational institutes

 Thus, Multiple-Case study Approach

 RESEARCH METHODOLOGY

 Evidence Sources
 Interviews
 Observation checklist
 Documentary information
 Archival records from the schools
 RESEARCH METHODOLOGY

 The selection of the educational institutions is non-probability

procedure, because the objective of the sampling is not to meet
 representativeness of the population rather to reach at schools
that are with the proper age group of students that are believed
to be targets of the industry.

 Zoba-Maekel is selected mainly due to its large size of the

student because most promotional and marketing efforts by the
industry are anticipated in schools where the number of the
students can justify the effort.
 
 SCHOOL ENVIRONMENT

 A platforms that both the tobacco industries and also policy

makers against tobacco consumption at schools can use for
their respective purposes.
1. Sale of the product
2. Surrounding shops ( within 100meters of the premises)
3. In-school consumption
4. Designated smoking rooms
 SCHOOL ENVIRONMENT

100%
90% 88.90% 88.90%
80% 77.80%
70% 66.70%
60%
50%
40% 33.30% YES
30% 22.20% NO
20%
11.10% 11.10%
10%
0%
Prdt Sale Surr. In- Desg.
Shps school Rooms
use
 SCHOOL ENVIRONMENT

1. Sale of the product:

 89% do not allow the sale
of the product
 11% allow the sale of the
product 100%
90% 88.90% 88.90%
2. Surrounding shops ( within 100meters of
the premises) 80% 77.80%

 66.7 % shops are available 70% 66.70%

60%
3. In-school consumption 50%
 78% not allowed 40% 33.30% YES
30% NO
 11.2 % use in the school 20%
22.20%
facilities 10%
11.10% 11.10%

4. Designated smoking rooms or 0%

areas Prdt Sale Surr. In- Desg.
Shps school Rooms
 11.1% designate smoking use
rooms or areas
 DIRECT ADVERTISING AND PROMOTION

 Communication directly with customers for the purpose of

increasing consumption by the existing customers and attracting
new ones.
1. Advertising on signs and billboards
2. Sponsorship of special events
3. Sponsorship of school teams
4.Free giveaways(T-shirts, mugs, ashtrays,
Calendars…)
DIRECT ADVERTISING AND PROMOTION

100.00% 100.00% 100.00% 100.00%

100%
90%
80%
70%
60%
50%
YES
40%
NO
30%
20%
10%
0.00% 0.00% 0.00% 0.00%
0%
Ad. On Event Team Spon Giveaways
Signs Spon.
 DIRECT ADVERTISING AND PROMOTION

1. Advertising on signs and

billboards 100.00% 100.00% 100.00% 100.00%
100%
 100% NA 90%
2. Sponsorship of special events 80%
 100% NA 70%
60%
3. Sponsorship of school teams 50%
YES
 100 NA 40%
NO
4. Free giveaways(T-shirts, mugs, 30%
ashtrays, Calendars) 20%
10%
 100 NA 0.00% 0.00% 0.00% 0.00%
0%
Ad. On Event Team SponGiveaways
Signs Spon.
 POINT OF SALE DISPLAYS

 Advertising displays where tobacco products

are sold.
 Includes:
 Eye level display
 branded print materials,
 shop furniture,
 decor and even staff clothing
 POINT OF SALE DISPLAYS

“‘Eye Level is Buy Level’because items placed at eye level

are more likely to be purchased that those on higher or lower
shelves.” —British American Tobacco (BAT), undated
 
 POINT OF SALE DISPLAYS

100%
90%
77.80% 77.80%
80%
70%
60%
50% YES
40% NO
30% 22.20% 22.20%
20%
10%
0%
Eyecatching Disp. Other Cues
 POINT OF SALE DISPLAYS

1. Eye catching displays

 77.8% of the
100%
surrounding shops or in-
school shops 90%
77.80% 77.80%
2. Additional cues persuading 80%
buying ( Icons) 70%
 77.8% of the 60%
surrounding shops 50% YES
40% NO
  30% 22.20% 22.20%
20%
10%
0%
Eyecatching Disp. Other Cues
 TOBACCO CONTROL SCHOOL PROGRAMS

 Advertising and promotion of tobacco related product

do not function in a vacuum and can only be effective
in schools where such actions are not controlled
thorough strong institutional rules and regulations.
1. School policy
2. Publicizing means
3. Mandatory tobacco-free school signs in all
entrance
4. Mandatory tobacco-free school signs in all
grounds/athletic facilities
TOBACCO CONTROL SCHOOL PROGRAMS
100.00%
100%
88.90%
90%
80% 77.80% 77.80%
70%
60%
50%
YES
40%
NO
30% 22.20% 22.20%
20%
11.10%
10%
0.00%
0%
Sch. Policy Publicize Mand.Sign Mad.sign
at entr. on grouds
 TOBACCO CONTROL SCHOOL PROGRAMS

1. School policy
100.00%
 88.9 % - MoE ‘s “Thirty 100%
88.90%
Golden Student Rules” 90%
80% 77.80% 77.80%
2. Publicizing means
70%
 77.8% sound publicizing 60%
mechanisms-(Orientations) 50% YES
3. Mandatory tobacco-free school 40%
NO
signs in all entrances 30% 22.20% 22.20%
 77.8% NA 20%
11.10%
10%
4. Mandatory tobacco-free school 0.00%
0%
signs in all grounds/ athletic Sch. Policy Publicize Mand.Sign Mad.sign
facilities at entr. on grouds
 100% NA
 LAW ENFORCEMENT

 Without proper enforcement approaches, rules and

regulations have little effect in influencing ones
behavior.
1. Other policy communication means
2. Consistency and equitability of enforcement
mechanisms
3. Undercover compliance checks
4. Personnel in charge of monitoring and
enforcing
 LAW ENFORCEMENT

100%
90% 88.90%
80%
70% 66.70% 66.70%
60% 55.60% 55.60%
50% 44.40% 44.40% YES
40% 33.30% 33.30% NO
30%
20%
11.10%
10%
0%
Comn. Undercover Sch. Help
Means
 LAW ENFORCEMENT

1. Other policy communication means

 88.9% communication through
100%
 Signs posted in visible 88.90%
places 90%
 Written statements in 80%
student or faculty 70% 66.70% 66.70%
handbooks 60% 55.60% 55.60%
 Staff announcements
50% 44.40% 44.40%
2. Consistency and equitability of YES
enforcement mechanisms 40% 33.30% 33.30% NO
 66.7% consistent and 30%
equitable 20%
 11.10%
33.3% difficulties to enforce 10%
with the staff
0%
3. Undercover compliance checks Comn. Undercover Sch. Help
 55.6% use members of
NUEYS Means
 LAW ENFORCEMENT

4. Personnel in charge of monitoring and enforcing

 66.7 % use such an enforcement mechanism, through:
 Ad-hoc committee ( Pedagogy head, academic affairs,
home teacher) OR
 Head of academic affairs

5. School help to violators

 55.5% offer consistent help to students in violation of the
policy including
 Education or/and
 Counseling
 KEY FINDINGS OF THE CASE STUDIES

 All the sample higher educational institutes visited are free of any
direct tobacco related promotion and advertising activities by
the industry.

 Tobacco company in-store advertising activities, namely point-of-

sale is widely observed in all the convenience shops, kiosks, or
street vendors close to school gates.
 KEY FINDINGS OF THE CASE STUDIES

 Only two- Eritrean Institute of Technology and Asmara

Teachers Education Institute- have a rule against the use and
sale of any tobacco related product.

 The educational institutions communicate their policies through the

orientation programs given to the students at the beginning of
every academic year.
 KEY FINDINGS OF THE CASE STUDIES

 The institutions with policies against use and sale of tobacco

products have real problem of enforcing their policies especially
with the staff members.
 KEY FINDINGS OF THE CASE STUDIES

 In the other two- College of Business and Economics and

College of Health Science , there is a serious lack of anti-
smoking policies.
 KEY FINDINGS OF THE CASE STUDIES

 All the sample institutions lack professional health

educators and proper administrative culture in order
to address tobacco use, develop tobacco cessation
programs, and increase awareness that attract students
and encourage smoke-free mind and environment.
 
 CONCLUSION

 
 It is a good sign to find out that:
 All schools (100%) are free of any direct advertising and
promotion sign aimed at influencing the buying behavior of
visitors and persuades them to buy the product and undermine
any attempts to quit smoking.
 Most of the institutions have a rule against the use of tobacco
product in their institutions.
 
 CONCLUSION

 
 No school had any initiative of developing its own policy specially
designed to promote tobacco-free school environment .

 This evidences show that the problem of smoking is not very serious
issue that the schools put in their priority list and work for.

 One of the causes of this can be influence of the last remnants of

most traditional cultures of the nation that downgrade and disgrace
people who smoke cigarettes.
 
 CONCLUSION

 Should we take this for granted and sit back doing

nothing?
THANK YOU.