As regulatory activities in the last fifteen years have sharply curtailed tobacco selleckchem KPT-330 advertising in traditional venues (e.g., restricting magazine advertising), POP promotion has become the dominant medium for tobacco advertising, representing 81% of the tobacco industry��s total marketing expenditures in 2006 (Federal Trade Commission [FTC], 2009; Wakefield et al., 2002). Nevertheless, youth continue to be exposed to magazine advertisements, particularly for brands that appeal most to youth (i.e., Marlboro, Camel, and Newport; O��Connor, 2005). Similarly, nearly half of popular movies still contain tobacco imagery (Glantz, Titus, Mitchell, Polansky, & Kaufmann, 2010). Smoking is also portrayed in nearly one fourth of all music videos (Durant et al.

, 1997), 19% of prime-time television shows (Christenson, Henriksen, & Roberts, 2000), and 24% of popular songs (Primack, Dalton, Carroll, Agarwal, & Fine, 2008). Many websites sell tobacco products, and few employ effective age verification procedures (Jenssen, Kleinn, Salazar, Daluga, & DiClemente, 2009). Youth are also exposed to tobacco imagery through online videos and social networking sites (Moreno, Parks, Zimmerman, Brito, & Christakis, 2009), and these emerging technologies provide new opportunities for exposure to tobacco advertising (American Academy of Pediatrics, 2010). All these channels work together to promote cigarette use; considering only some of them may mischaracterize the extent to which youth are exposed to protobacco marketing and media.

In this complex rapidly shifting marketing environment and media landscape, there is an urgent need to develop measurement approaches that more precisely capture total exposure to tobacco promotion and its effects. Detailed information on exposure is essential for understanding the mechanisms responsible for observed links between tobacco promotion and youth smoking and to develop effective tobacco use prevention programs. Ecological momentary assessment (EMA) is a method of real-time data collection that has significant potential to provide detailed information on exposure to tobacco advertising. Though based on participant��s self-report, EMA data are collected in ��real time,�� at the moment when participants are exposed to a stimulus or engaged in an activity (Shiffman, Stone, & Hufford, 2008).

EMA can provide ecologically valid information about Cilengitide the mix of protobacco media messages to which youth are exposed, a breakdown of intensity of exposure to different marketing and media channels, and allow a detailed analysis of the types of messages targeted at different segments of the population. Because EMA consists of frequent repeated measurements, it provides a movie-like view of processes rather than the static snapshot provided by a cross-sectional design or the few infrequent snapshots provided by a prospective design.