Advertising: Us vs. Them. Tobacco advertising goes way back… Before women “won their...
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Transcript of Advertising: Us vs. Them. Tobacco advertising goes way back… Before women “won their...
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Advertising: Us vs. Them
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Tobacco advertising goes way back…
Before women “won their rights”…
Before advertising was a profession…
Before there was sound on television…
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19131913
19211921
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19161916
We We wouldn’t wouldn’t
say it if we say it if we didn’t didn’t
mean it.mean it.
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19171917
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19241924
1954195419541954
1963196319631963
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Marketing Strategies
Tobacco company marketing strategies are
quite simple. They use BIG and BOLD eye-catching marketing schemes in order to attract YOUth!!
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Tobacco companies used to use sports to
advertise their products to a broader
audience.
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Racing was one of their largest markets because…
In America, it is the:
– Largest live spectator sport
– Second most watched sport on TV
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Brand Loyalty
More than 70% of NASCAR fans prefer NASCAR
sponsors’ products over non-sponsors’ products…just
because they sponsor NASCAR
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Youth Market
More than 1,000,000 youth (age 12-17) watched auto racing on television in 1996
Hanna-Barbera cartoon company executive, when asked to explain why they sponsor a cartoon racing car, replied…
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Hannah-Barbera Exec.
“In NASCAR we found a great kids business. I was
astounded by their information, statistics, and demographics regarding
kids.”
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The tobacco companies found a new market too…
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It is illegal for tobacco companies to advertise on television or radio, however:
In the 1989 MARLBORO Grand Prix the Marlboro logo was clearly displayed more than 6,000 times in 90 minutes
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In 1999 they obtained
More than $122 million worth of TV exposure
+ MILLIONS more in radio, magazine and newspaper exposure
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Other sports…
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Tobacco companies are no longer allowed to sponsor sporting
events or teams.
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Women have also been a target
audience for tobacco industry advertising.
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Women-specific campaigns began in the 1920s
World War II Era: Focus on fashion, beauty, and
sophistication
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1960s
Women’s LiberationFocus on independence and success
Women “won” their rights…
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1970s – 1980s
Virginia Slims
“You’ve Come a Long Way Baby”Stylish and Sexy, Independent
Focus on how women’s lives have changed since 1920s and 1930s
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1990s
Upgraded to “It’s a Woman Thing”
Focus on Empowerment and Attractiveness
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It’s not just a bath…It’s our aromatherapy-
meditation-don’t-bother-me-or-you’ll-regret-it-later
zone.
So maybe we define practical a little differently
than you.
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1999 - 2000
“Find Your Voice” Campaign
Focus on Independence, Allure, Women around the world
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“Never let the goody-two-
shoes get you down”
“Every person has their own goodness/good
qualities”
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In June 2000, Phillip Morris removed the slogan because it might be “offensive to smokers with throat cancer.”
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Low-tar and Light
1978: Philip Morris: “Women make up the majority of low tar smokers. Almost half of all women have switched to low tar.”
10 Years later: nearly 70% of low tar smokers are female
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2006
American Journal of Public Health:
Smokers who switch to light cigarettes to reduce health risks were about 50% less likely to quit smoking than those who smoked non-light cigarettes.
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2006
U.S. District Court Judge Gladys Kessler:
Tobacco Companies can no longer use descriptive labels such as “Low-tar” or “Light” because they are false and misleading by implying a more healthful product.
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2007
Camel No. 9
Focus on independence, stylishness, weight control, sophistication and power
Between $25 and $50 million spent to market and launch the No. 9 brand
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Currently…
• More than 21 million adult women (18.1%) and 1.8 million girls (23%) are regular smokers
• 178,400 women die of smoking-caused diseases each year
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Now it’s OUR turn!!!
Counter Marketing in Texas
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2000
Texas Teen Ambassador Initiative begins with 8 Ambassadors
200 teens helped create the DUCK campaign to counter Joe Camel
Target Audience: 9 - 12 year olds
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DUCK
Tagline: “Tobacco is Foul”
Tobacco is stupid, uncool, tastes/smells bad, won’t help you relax
Dispel the myths from the tobacco ads
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DUCK results
• In the first year:– Contributed to a 40% decrease in tobacco
use among middle school students in the pilot area (Beaumont / Port Arthur)
• Currently:– 35% decrease in tobacco use among middle
school students in the entire East Texas region
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2001
• Worth It? Campaign launches
• Teen Ambassadors provide input on design of campaign materials
• Target Audience: 16 -17 year olds
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Worth It?
• Designed to educate teens about the Texas Tobacco Law and consequences
• Focus on independence, personal freedom
• Point out the manipulation by and targeting of tobacco companies
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