This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.
Get full access to this article
View all access options for this article.
References
1.
American Lung Association Of Colorado. (2002). Target Hollywood: How Hollywood sells tobacco [On-line]. Available: http://www.alacolo.org/tobaccouse.html.
2.
BeardiC. (2000a). Doral shows smokers how it works “harder.”Advertising Age, 71(34), 26–27.
3.
BeardiC. (2000b). Lucky Strike takes an original ad turn. Advertising Age, 71(22), 13.
4.
BeardiC. (2001). Trying to keep Kool with under-30s: Brown and Williamson's music-oriented promotions. Advertising Age, 72(21), 14.
5.
BeirneM. (1999, June 21). Price promotions popular lure to maintain loyalty. Brandweek, 40S66.
6.
BeirneM. (2000a). B&W's ivey eyes greater relevance, local flavor, for Lucky Strike and Kool. Brandweek, 41(6), 9.
7.
BeirneM. (2000b). May the force be with you. Brandweek, 41(13), 50.
8.
BeirneM. (2001, October 8). B&W draws jokers for 20s smokers. Brandweek, 42, 14.
9.
BelchG. E.BelchM. A. (2001). Advertising and promotion (5th ed.) Boston: Irwin McGraw-Hill.
BirnbaumJ. H. (2001, April 30). Philip Morris to FDA: Get on our backs. Fortune, 143, 32.
12.
BreyerovaP. (2002). Philip Morris may benefit from ad ban. Prague Business Journal, 1, 22.
13.
Carr-GreggM. (1993). Interaction of public policy advocacy and research in the passage of New Zealand's smoke-free environments act 1990. Addiction, 88, 35S–41S.
14.
CasisonJ. (2000). The vice squad. Incentive, 174(10), 30–32.
15.
ChaloupkaF. J.CummingsK. M.MorleyC. P.HoranJ. K. (2002). Tax, price, and cigarette smoking: Evidence from the tobacco documents and implications for tobacco company marketing strategies. Tobacco Control, 11(Suppl. 1), i62–i72.
16.
ChaloupkaF.SlaterS.WakefieldM. (1999). USA: Price cuts and point of sale ads follow tax rise. Tobacco Control, 8, 242–246.
17.
CsonkaA. (2002). Ad ban makes cigarette firms re-direct marketing. Budapest Business Journal, 5.
18.
DipasqualeC. B. (2002). Store wars. Advertising Age, 73(4), 18.
19.
FaircloughG. (2001, December 4). Decking the halls with a brand new cigarette. Wall Street Journal, p. B4.
20.
FaircloughG. (2002a, May 7). Campaign aims to make Kool hot. Wall Street Journal, p. B7.
21.
FaircloughG. (2002b, May 29). Study slams Philip Morris ads telling teens not to smoke: How a market researcher who dedicated years to cigarette sales came to create antismoking ads. Wall Street Journal, p. B1, 2P, 1C.
22.
FarrellyM. C.HealtonC. G.DavisK. C.MesseriP.HerseyJ. C.HavilandM. L. (2002). Getting to the truth: Evaluating national tobacco countermarketing campaigns. American Journal of Public Health, 92(6), 901–907.
23.
Federal Trade Commission. (2001). 1999 report on cigarette sales, advertising and promotion [On-line]. Available: http://www.ftc.gov/bcp/menu-tobac.htm.
24.
GraingerD. (2001, December 10). Identity: Philip Morris. Fortune, 144, 36.
25.
HamiltonJ. L. (1972). The demand for cigarettes: Advertising, the health scare and the cigarette advertising ban. Review of Economics and Statistics, 54, 401–411.
26.
HansonJ. D.KysarD. A. (1999). Taking behavioralism seriously: Some evidence of market manipulation. Harvard Law Review, 11(7), 1420–1572.
27.
HastingsG. B.AitkenP. P. (1995). Tobacco advertising and children's smoking: A review of the evidence. European Journal of Marketing, 29(11), 6–17.
28.
HeinK.BeirneM. (2001). A singular sensation. Brandweek, 42(9), 32–38.
29.
HolakS. L.ReddyS. K. (1986, October). Effects of television and radio advertising ban: A study of the cigarette industry. Journal of Marketing, 50, 219–227.
30.
JarvisS. (2000, November 20). They're not quitting: Big tobacco gets creative - within limits. Marketing News, 1, 9.
LiebD. (2000, August 14). Tobacco ads rise at stores after billboard ban, study says. Marketing News, 34, 19.
34.
LingP. M.GlantzS. A. (2002). Why and how the tobacco industry sells cigarettes to young adults: Evidence from industry documents. American Journal of Public Health, 92(6), 908–916.
35.
MacfadyenL.HastingsG.MackintoshA. M. (2001, March 3). Cross sectional study of young people's awareness of and involvement with tobacco marketing. British Medical Journal, 322, 513–517.
36.
MastersG. (1999, June). Tough times for tobacco?Discount Merchandiser, 39, 87–88.
37.
MekemsonC.GlantzS. A. (2001). How the tobacco industry built its relationship with Hollywood. Tobacco Control, 11, 81–91.
38.
MummertH. (1999, June). Direct mail: Tobacco's last frontier?Target Marketing, 22, 36.
39.
OngE. K.GlantzS. A. (2001). Constructing “sound science” and “good epidemiology“: Tobacco, lawyers, and public relations firms. American Journal of Public Health, 91(11), 1749–1757.
40.
PettyR. D. (1999). Tobacco marketing restrictions in the multistate attorneys general settlement: Is this good public policy?Journal of Public Policy and Marketing, 18(Fall), 249–257.
41.
PollackJ. (1999a, March 1). B&W's Carlton relaunch first since new ad rules. Advertising Age, 70, 12.
42.
PollackJ. (1999b). Loyalty program takes RJR's Doral to No. 3. Advertising Age, 70(36), 4.
43.
PollayR. W.SiddarthS.SiegelM.HaddixA.MerritR. K.GiovinoG. A.EriksenM. P. (1996, April). The last straw: Cigarette advertising and realized market shares among youth and adults 1979–1993. Journal of Marketing, 60, 1–16.
44.
RosenfieldJ. R. (2001). U.S. cigarette marketing, 2001: The lowest ring of the inferno. Direct Marketing, 64(1), 52–55.
45.
SafferH.ChaloupkaF. (2000). The effect of tobacco advertising bans on tobacco consumption. Journal of Health Economics, 19(6), 1117–1137.
46.
SepeE.GlantzS. A. (2002). Bar and club tobacco promotions in the alternative press: Targeting young adults. American Journal of Public Health, 92(1), 75–78.
47.
SepeE.LingP. M.GlantzS. A. (2002). Smooth moves: Bar and nightclub tobacco promotions that target young adults. American Journal of Public Health, 92(3), 414–419.
48.
StewartM. J. (1993). The effect of advertising bans on tobacco consumption in OECD countries. International Journal of Advertising, 12(2), 155–180.
49.
TickleJ. J. (2001). Favorite movie stars, their tobacco use in contemporary movies, and its association with adolescent smoking. Tobacco Control, 10, 16–22.
50.
WakefieldM.MorleyC.HoranJ. K.CummingsK. M. (2002). The cigarette pack as image: New evidence from tobacco industry documents. Tobacco Control, 11(Suppl. 1), i73–i80.
51.
WakefieldM. A.RuelE. E.ChaloupkaF. J.SlaterS. J.KaufmanN. J. (2002). Association of point-of-purchase tobacco advertising and promotions with choice of usual brand among teenage smokers. Journal of Health Communication, 7, 113–121.
52.
WakefieldM. A.Terry-McelrathY. M.ChaloupkaF. J.BarkerD. C.SlaterS. J.ClarkP. I.GiovinoG. A. (2002). Tobacco industry marketing at point of purchase after the 1998 MSA billboard advertising ban. American Journal of Public Health, 92(6), 937–940.
