Teenage Exposure to Cigarette Advertising in Popular Consumer Magazines - Vehicle Versus Message Reach and Frequency

Abstract

Abstract Krugman and King (2000)studied 14 magazines containing cigarette advertisements. Assuming one insertion in each of the magazines, they found that approximately 66.1% of teens would be reached by these magazines an average of 2.1 times. The current study shows that 41.4% of teens likely would see one or more of a typical cigarette brand's advertisements in these publications, and 2.7% would see three or more. Therefore, reducing cigarette advertising in these magazines would be likely to have little effect on teen smoking.