Pan masala advertisements are surrogate for tobacco products
Pan masala is a comparatively recent habit in India and is marketed with and without tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for tobacco produ...
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Published in | Indian journal of cancer Vol. 42; no. 2; p. 94 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
India
Medknow Publications and Media Pvt. Ltd
01.04.2005
Medknow Publications & Media Pvt. Ltd |
Subjects | |
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Abstract | Pan masala is a comparatively recent habit in India and is marketed with and without tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for tobacco products bearing the same name. The study was carried out to assess whether these advertisements were for the intended product, or for tobacco products with same brand name.
The programme of a popular television Hindi news channel was watched for a 24-h period. Programmes on the same channel and its English counterpart were watched on different days to assess whether the advertisements were repeated. The total duration of telecast of a popular brand of plain pan masala (Pan Parag) was multiplied by the rate charged by the channel to provide the cost of advertisement of this product. The total sale value of the company was multiplied by the proportion of usage of plain pan masala out of gutka plus pan masala habit as observed from a different study, to provide the annual sale value of plain pan masala product under reference.
The annual sale value of plain Pan Parag was estimated to be Rs. 67.1 million. The annual cost of the advertisement of the same product on two television channels was estimated at Rs. 244.6 million.
The advertisements of plain pan masala seen on Indian television are a surrogate for the tobacco products bearing the same name. |
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AbstractList | Pan masala is a comparatively recent habit in India and is marketed with and without tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for tobacco products bearing the same name. The study was carried out to assess whether these advertisements were for the intended product, or for tobacco products with same brand name.
The programme of a popular television Hindi news channel was watched for a 24-h period. Programmes on the same channel and its English counterpart were watched on different days to assess whether the advertisements were repeated. The total duration of telecast of a popular brand of plain pan masala (Pan Parag) was multiplied by the rate charged by the channel to provide the cost of advertisement of this product. The total sale value of the company was multiplied by the proportion of usage of plain pan masala out of gutka plus pan masala habit as observed from a different study, to provide the annual sale value of plain pan masala product under reference.
The annual sale value of plain Pan Parag was estimated to be Rs. 67.1 million. The annual cost of the advertisement of the same product on two television channels was estimated at Rs. 244.6 million.
The advertisements of plain pan masala seen on Indian television are a surrogate for the tobacco products bearing the same name. Pan masala is a comparatively recent habit in India and is marketed with and without tobacco. Advertisements of tobacco products have been banned in India since 1st May 2004. The advertisements of plain pan masala, which continue in Indian media, have been suspected to be surrogate for tobacco products bearing the same name. The study was carried out to assess whether these advertisements were for the intended product, or for tobacco products with same brand name. The programme of a popular television Hindi news channel was watched for a 24-h period. Programmes on the same channel and its English counterpart were watched on different days to assess whether the advertisements were repeated. The total duration of telecast of a popular brand of plain pan masala (Pan Parag) was multiplied by the rate charged by the channel to provide the cost of advertisement of this product. The total sale value of the company was multiplied by the proportion of usage of plain pan masala out of gutka plus pan masala habit as observed from a different study, to provide the annual sale value of plain pan masala product under reference. The annual sale value of plain Pan Parag was estimated to be Rs. 67.1 million. The annual cost of the advertisement of the same product on two television channels was estimated at Rs. 244.6 million. The advertisements of plain pan masala seen on Indian television are a surrogate for the tobacco products bearing the same name. |
Audience | Academic |
Author | Sushma, C Sharang, C |
Author_xml | – sequence: 1 givenname: C surname: Sushma fullname: Sushma, C email: sushmachaudhry@yahoo.com organization: Indian Cancer Society, Delhi Branch, New Delhi, India. sushmachaudhry@yahoo.com – sequence: 2 givenname: C surname: Sharang fullname: Sharang, C |
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SubjectTerms | Advertising as Topic - economics Advertising as Topic - utilization Analysis Areca - adverse effects Carcinogens - adverse effects Health aspects Humans India Influence Mouth Neoplasms - chemically induced Mouth Neoplasms - prevention & control Prevention Risk factors Social aspects Television - economics Television - utilization Television programs Tobacco habit Tobacco Industry Tobacco products Tobacco, Smokeless - adverse effects |
Title | Pan masala advertisements are surrogate for tobacco products |
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