Market3

For personal use. Only reproduce with permission from The Lancet Publishing Group.
THE LANCET Oncology Vol 3 August 2002 http://oncology.thelancet.com 481
ReviewTobacco marketing
Tobacco-industry marketing has played a central part in
the global spread of tobacco use and addiction. Although
the absolute size of the tobacco market has dwindled, the
industry is still immensely successful, largely due to
sophisticated and manipulative marketing strategies. The
UK tobacco industry identifies target groups and builds
enduring relationships based on careful brand
management. Potential customers are exposed to brands
which are likely to appeal to them most. Tobacco
companies tailor their products to target markets by
altering the content of tar and nicotine, and by adding
flavourings to produce a distinctive taste. Marketing
strategies ensure that the products are promoted heavily
at the point of sale, and directed advertising and
sponsorship agreements are used to increase the visibility
of the brand and strengthen its image. Tobacco
companies also target non-consumer organisations such
as retailers and policy makers with the aim of creating the
best possible business environment for tobacco sales. We
review published evidence, internal-advertising-agency
documents, and observational data about tobacco
promotion, and discuss the use of targeted marketing
strategies in the UK.
Lancet Oncol 2002; 3: 481–86
Tobacco industry marketing has played a crucial part in the
spread of smoking habits around the world (figure 1). Over
the past three decades, research has established that tobacco
advertising encourages people to start smoking as well as
ensuring that existing smokers do not give up.1–6
More
limited research has also established that other promotional
activities, such as merchandising, sports sponsorship, and
loyalty schemes, all encourage smoking.7–13
Many tobacco
producers use sophisticated techniques to target potentially
profitable groups, such as young or disadvantaged
individuals, but rarely make any compensation for the social
consequences of widespread tobacco use.14–19
However, marketing is much more than targeting
promotions at vulnerable groups. It involves the use of
sophisticated techniques to influence behaviour—not just of
individual customers, but also of policy makers,
shopkeepers, smugglers, and lawyers. Marketing strategies
have undergone a paradigm shift in recent years, moving
away from an emphasis on generating one-off sale
transactions, to building powerful long-term relationships
with customers.
In putting this review together, we analysed research
from media/marketing journals, evidence obtained from
tobacco-industry documentation acquired as part of the
House of Commons Health Committee Inquiry into the
Tobacco Industry in the UK,14
and recent observational
data.20
Of the tobacco-industry documents, many are from
the industry’s main advertising agencies, which are
extremely candid about specific details of marketing
activities. Similar sets of archival data exist from litigation in
the USA and Canada, which provide an overview of strategic
marketing tactics, but we do not discuss them in detail
here.15–19
The observational data comes from recent and
ongoing research done by investigators at the Cancer
Research UK Centre for Tobacco Control Research
(University of Strathclyde, Glasgow, UK). In particular, we
use results from the centre’s continuing audit of tobacco
marketing activity to illustrate the type of tobacco marketing
that is done in the UK.20
The audit is essentially qualitative
and comprises a sample of adult smokers and a sample of
retailers who regularly provide information on tobacco
marketing in their local area.
SA is Research Co-ordinator, GH is Director, and LM is Senior
Research Fellow, all at the Cancer Research UK Centre for
Tobacco Control Research, University of Strathclyde, Glasgow, UK.
Correspondence: Dr Lynn MacFadyen, Cancer Research UK
Centre for Tobacco Control Research, University of Strathclyde,
173 Cathedral Street, Glasgow G4 0RQ, UK.
Tel: +44 (0)141 548 4237. Fax: +44 (0)141 553 4118.
Email: l.macfadyen@csm.market.strath.ac.uk
Strategic marketing in the UK tobacco industry
Susan Anderson, Gerard Hastings, and Lynn MacFadyen
Figure 1. Cigarettes are the most popular form of tobacco sold in the UK.

THE LANCET Oncology Vol 3 August 2002 http://oncology.thelancet.com482
Review Tobacco marketing
Marketing strategies that target specific
markets
Tobacco companies develop and market brands by focusing
on four main characteristics: product, price, placement, and
promotion. These headings are central to the theory of
marketing and enable brands to be directed at different
consumer groups, according to their individual needs and
values.
q Product. Tobacco products are manufactured with
amounts of nicotine, tar, and extra ingredients, which
vary between brands. These subtle changes mean that
each type of cigarette has a signature taste and strength,
and can be designed to suit a particular social group.
q Price. Some, but not all, smokers consider price to be
important in their choice of brand. Low-income smokers
may be forced to buy economy brands because of their
budget restrictions, but are often unhappy about having
to do so because of commonly held views that cheaper
cigarettes are lower quality than more expensive brands.
Tobacco companies produce a range of premium, mid-
priced, and economy brands to cater for personal budget
requirements.
q Placement. The route by which products are made
available to the public is also an important determinant of
the popularity of a particular brand. Tobacco companies
aim to ensure that all their products are available to all
smokers and, as a consequence, cigarettes are available
almost everywhere including grocers shops, newsagents,
petrol stations, supermarkets, fast-food outlets,
off-licences (liquor stores), pubs and bars (via vending
machines), and even ice cream vans. Cigarettes can also be
obtained through the internet and from some market
stalls.
q Promotion. Several techniques are used to maximise the
public awareness of each brand. The position of products
in retail outlets is very important, and teams of sales
representatives regularly visit retailers to ensure that their
products are in the best possible position and that the
correct pre-agreed amount of display space is allocated to
them. Key mid-priced and economy brands are promoted
heavily and made widely available in low-income
communities.
Tobacco brand images can achieve extensive publicity
if they are used to sponsor sporting events including
Formula 1 motor racing, snooker, cricket, darts, and golf; all
of which receive high-profile television coverage and have
the potential to reach a wide audience. The consensus image
of a particular sport or event is carefully researched, and
companies then choose the most appropriate forum for
placing their particular brand.21
An example of this type of
strategy comes from research conducted for Gallaher Group
plc who identified Formula 1, big-boat sailing, basket ball,
and ice hockey as the most active sports, which have the
potential to create a “more dynamic, exciting” brand
image.22
Similarly, Silk Cut sponsorship of Rugby League was
proposed so that Silk Cut would be seen as an “exciting,
dynamic, and less pretentious brand”.23
‘Brand stretching’ is the use of tobacco brand names on
non-tobacco products or services, eg, clothing, rucksacks,
umbrellas and caps.20
It is far less stringently controlled than
other types of marketing, so is a convenient way for tobacco
companies to get around advertising restrictions.24
Cigarette packets are also promotional devices in
themselves. The brand image is strengthened and
consolidated by eye-catching designs and colours. Recently,
evidence has been collected that supports the view that there
are psychological benefits to owning products with an
attractive design.25
The packaging of several brands including
Silk Cut, Mayfair, and Royals, have all recently been
redesigned with the likely aim of rejuvenating their image.
Tobacco marketing in practice
Despite many recent developments which have restricted
tobacco-company operations—including increased dom-
estic and international regulation, a more informed and
health-aware customer base, increased taxation, pressure
from public-health bodies, and the burgeoning black market
for tobacco—the industry as a whole remains immensely
profitable and is worth about £12 billion per year (about $40
billion per year) in the UK alone.26
This impressive financial
performance belies a steady decline in the overall size of the
market for tobacco in the UK, which peaked in the 1980s
and gradually levelled out during the 1990s. The most recent
national statistics for smoking prevalence in the UK reveal
that, even today, 28% of men and 26% of women are
smokers.27
The continued success of the tobacco industry is
due, in part, to the sophistication of marketing strategies.
There are three basic tenets to modern marketing:
q customer orientation, which encompasses demographics,
lifestyle, aspirations, and product needs;
q building enduring relationships with customers; and,
q addressing the context of the business and tackling key
market influences.
The remainder of this review focuses on how the UK
tobacco industry put these three principles into operation
and how specific groups are targeted.
Customer orientation
The market for tobacco is not a homogeneous one;
important sub-groups exist, which are separated by
demographic characteristics, lifestyles, aspirations, and
smoking habits. Therefore, tobacco companies divide the
tobacco market into smaller target groups, for which they
formulate separate products and marketing strategies. For
example, there are brands specially designed for health-
conscious women (low-tar brands), those for low-income
smokers (economy brands), and others aimed at young
image-conscious smokers (premium brands). In the UK,
there are two key target groups: the starter market and low-
income smokers.
Young smokers as a target market
The starter market consists of those taking up smoking for
the first time and is an important battleground for the
tobacco industry. The largest proportion of this group
(figure 2) are children and young people in their mid to late
teens. Around two-thirds of smokers begin before the age of
18 and one-third before the age of 16.28
In absolute terms,

around 450 children start smoking every day.29
During the
first half of the 1990s the demand for cigarettes in this
market sector increased, particularly among young girls, but
it subsequently decreased during the second half of the
decade. The most recent statistics show that 10% of school
children aged 11–15 smoke regularly (at least one cigarette a
week), with a further 6% smoking occasionally, and 11% are
ex-smokers.30
People who start smoking when they are
young smoke for an average of 25 years,31
so each new starter
is worth around £36 000 to the tobacco industry. With such
rewards at stake, the tobacco industry cannot afford to lose
this type of customer (figure 2). The tobacco manufacturer
RJ Reynolds has discussed how important this group is: “If
younger adults turn away from smoking, the industry will
decline, just as a population which does not give birth will
eventually dwindle.”32
When they first start smoking, young people react to
very different messages than adult long-term smokers.
Starter smokers use cigarettes to help express their self-image
and identity, to show solidarity with their peers, and to make
them feel adult and sociable by association with a product
that is dangerous.33,34
They tend to have anxieties about their
identity and how they are perceived by others, and thus use
smoking as a way of addressing this worry; it can also help
them to project a consolidated identity. These conclusions
are supported by academic studies and research from the
tobacco industry. Qualitative investigations commissioned
by tobacco manufacturers have explored some of the reasons
that prompt young adults to smoke. They conclude that
young adult smokers are also searching for an identity and
speculate that cigarettes are an ever-present statement of
identity, and therefore are perceived to have a social benefit
by many young people.35
Another study states that new
smokers use cigarettes like a badge—“as a sign of maturity,
discernment, and independence.”36
Young people prefer products that have medium tar
content and those that are perceived to be mainstream and
popular. Unlike adult smokers, they are not simply
motivated by a need for nicotine; indeed, their initial
contacts with nicotine may be extremely uncomfortable.
However, younger smokers consider image to be of utmost
importance and pay most attention to “openly fashionable
brands and up-to-date designs.”37
New and more effective
ways to sell tobacco products to younger people are
constantly under investigation by tobacco companies. Ideas
such as the ‘lad’s’ cigarettes, with packets or actual cigarettes
that feature scantily clad women, are thought to appeal to
younger smokers.38
Contrary to common perception, young smokers are not
very price sensitive. They value popular, mainstream, and
premium brands, much in the same way as designer clothing
brands are favoured by younger people; they also respond
positively to brands that are heavily advertised.38–41
Young
smokers do not seem to be interested in ‘value for money’
but they do consider the actual price paid (lay-down price),
ie, some individuals are willing to pay 50 pence for a single
cigarette, rather than buying in bulk or sticking to cheap
cigarettes. The tobacco industry has responded to this
finding by producing packs of 10 premium-brand cigarettes
(rather than packs of 20), to reduce the lay-down price.
Production of these half-size packs can also help to
circumvent the effects of increased taxation on cigarettes.42
For starter smokers, easy access to cigarettes is essential,
and despite the regulations preventing under-age sales, 80%
of young smokers manage to purchase their cigarettes from
independent retailers, mostly newsagents, despite being
under the legal smoking age of 16.43
The Centre for Tobacco
Control Research tobacco activity audit20
has illustrated that
advertising is heavily used at the point-of-sale to attract this
group; almost every conceivable space in shops from floors,
lighting, clocks, open and closed signs, and even the staff
themselves are used to promote popular brands.
The use of attractive imagery is also essential for cigarette
promotions to younger smokers.44,45
The behaviour of
smokers aged 15 and 16 years is associated with their
awareness of, and involvement with, a number of
promotional devices.46
Advertising in traditional media, eg,
billboards, newspapers, and magazines, is one of the most
successful and wide-reaching techniques.20
Subtle and
complex ideas, humour, and puzzles, are used on
advertisements to make brand images stick in the mind of
potential customers.
Low-income smokers as a target market
Smokers on low incomes are a major source of income for
tobacco companies and are a loyal and reliable customer
base. Analysis of the smoking population reveals that there
are important differences in smoking prevalence and
cessation between different socioeconomic groups.
Individuals with lower incomes are most likely to smoke47,48
and in the most deprived areas of the UK, smoking
prevalence is nearly double the national average.48
Research has shown that cigarettes are an essential and
protected purchase for people on low income, even when
Figure 2. Young people are one key target markets for tobacco company
marketing strategies.
Rights were not granted to include this
image in electronic media. Please refer
to the printed journal.

funds are severely limited.47
By the beginning of 1999, the
low-price sector was the largest market area in the UK50,51
and, as a consequence, low-income smokers are now the real
source of competition between tobacco companies. Despite
the cost disadvantages, low-income smokers, particularly
those who are younger and do not have dependants, are
remarkably loyal to specific brands. For these individuals,
the black market is the only long-term way of mitigating the
cost of smoking, without compromising the brand.52
However, loyalty is vulnerable to fluctuations in income:
lower cost brands or roll-ups are cheaper and often better
value. But many smokers are hesitant about switching and
some believe that it causes short-term health effects such as
sore throats.51
Low-income smokers are sensitive to the social stigma
associated with smoking very cheap products. Industry
research confirms that this group are “uncomfortable”
when smoking economy brands and feel like they are
receiving “repeated reminders that [they are] smoking a
cheap cigarette”.53
According to studies, almost all low-
income smokers would prefer to smoke premium brands,
so tobacco companies are pushed into emphasising quality
when promoting low-priced products in order to retain the
loyalty of this group.53
These individuals generally choose
brands that will satisfy their need for nicotine, contain
medium tar, and are reasonably priced. Mid-price cigarettes
have been aggressively promoted in recent years to counter
the perception that they are of lesser quality than higher
priced brands. Other strategies for enticing low-budget
smokers have been investigated. These include the
‘Concept’ rolling device, whereby the customer is supplied
with tobacco, cigarette papers, and filters, as they would
need for normal rolling tobacco, but they are also given a
device that rolls cigarettes that look identical to
manufactured cigarettes. The smokers thus get the look and
feel of a ready-made cigarette, but do not have to pay as
much.
Many of the same communication devices—eg,
advertising, sponsorship, and point-of-sale promotions—
are used to reach low income smokers as ‘starter’ smokers.
However, the advertising messages tend to focus more on
low price and high quality, than image and lifestyle
aspirations, in an attempt to challenge the negative view
commonly associated with cheaper brands.
Another key promotional device for low-income
smokers is the coupon or loyalty scheme. Smokers are
encouraged to collect coupons, pack fronts, and tail slips
from packs of cigarettes and exchange them for products
such as household or electrical goods. The loyalty scheme
rewards customers for repeat purchasing and creates positive
associations with particular brands. Low-income smokers
appreciate loyalty schemes as they believe they are getting
better value by sticking to one brand and this approach can
help to counter the effects of price increases by rewarding
smokers for their loyalty.54
The black market is an important distribution channel
for low-income smokers. Research has shown that the wide
availability of smuggled tobacco perpetuates smoking and
makes it increasingly difficult for smokers to quit.52
Building long-term relationships with customers
Ultimately, the purpose of all these marketing activities is to
build positive and enduring relationships with customers;
brand recognition is of vital importance in this process as
smokers tend to form strong and long-term attachments to
their product of choice. Forming associations between
brands and evocative and symbolic images helps customers
to differentiate between similar products and has been
described by a tobacco industry representative as being “not
just important, but essential”.55
However, brand building takes a long time. Marketing
strategies are carefully managed to create the most
competitive and profitable brand. Testament to these efforts,
is the fact that smokers habitually refer to cigarettes by their
brand names and not by the name of the company behind
them; indeed, many smokers are completely unaware of
which company manufactures their brand. The most
successful products can trigger recognition by simple visual
clues—the colour purple, for example, is enough to make
consumers think of Silk Cut.
Long-established and familiar brands provide a platform
for companies to move from one-off transactions with their
customers to building relationships with them. From this
basis, other incentives such as loyalty schemes and new
technology are used to increase customer retention.
As well as encouraging repeat sales, loyalty schemes
enable companies to collect data on their customers and
build profiles of those who participate in the scheme—
Gallaher Ltd claim to hold more than 7 million names on
their database.56
Information such as demographics,
geography, brand choice, and lifestyle can be extrapolated
from the data. Direct marketing activities, ie, personal
mailings, are subsequently planned according to the
customer information.57
Technological advances have greatly
improved the efficiency and cost-effectiveness of direct
marketing and the tobacco-activity audit20
has confirmed the
most common types as: money off vouchers and gift
catalogues for the loyalty schemes; competitions; overseas
promotions; personal letters about company business
developments; free gifts (Lambert & Butler distributed large
golfing umbrellas to named individuals); and free samples of
new products (Richmond distributed a free 10 pack of
cigarettes as part of a direct mailing when the new brand was
first launched).
Tobacco companies have been quick to take advantage of
technology in the promotion of their products. The internet
is widely used for marketing purposes, for example, Rizla
sells a range of clothing through its website and many
internet sites deal in online cigarettes sales.20
Marlboro has
even produced a copy of their logo which can be
downloaded onto mobile phone (cell phone) displays.
Addressing the business context
The resources devoted by tobacco companies to building
relationships with their customers are matched by their
activities in other areas. In forming comprehensive
marketing strategies, tobacco companies consider factors
other than their customers that may influence the market.
They actively seek to build relationships and forge links with

third parties including retailers, policy makers, and
organisations that have influence over public opinion.
Retailers
As the main suppliers of cigarettes to customers, retailers are
the target of significant investment from tobacco companies
that want to build strong distribution chains. Extensive
research into communicating with independent retailers is
done in order to “aid the optimisation of these
communications” and help “maximise selling through the
independent sector”.58
Retailers participating in the tobacco activity audit20
have
contributed to a greater understanding of the relationship
between manufacturer and retailer. This bond is enhanced
by the supply of trade promotions such as the display
gantries, which help attract customers and increase support
for the brand. Tobacco sales agents collect information on
the type and prices of brands stocked by different outlets;
they supply this information to retailers along with
promotional material, information about new products, and
free samples. Visits by company representatives are
beneficial to retailers as they are made to feel that their co-
operation is valued by the tobacco company. The supply of
cigarette display cabinets and other shop-fittings such as
lighting and flooring, serves the dual purpose of keeping the
brand names of a particular manufacturer prominent in the
mind of the consumer and keeping the retailer on favourable
terms.
Retailers may also be involved in some kind of reward
scheme, such as receiving bonuses for keeping an agreed
display. These reward schemes are beneficial for retailers
personally and for their businesses, but can be viewed as
manufacturers attempting to ‘buy’ the retailer’s loyalty as
well as space in their stores. Reward schemes are expected to
increase in importance after the forthcoming ban on tobacco
advertising in the UK comes into effect and loyalty bonuses
are set to get bigger. The ban will mean a reduction in shop-
window advertising so the most important issue for tobacco
manufacturers will be ensuring that their products have a
good position in shops, and research shows they are willing
to pay for it.20
Bootleggers
Rather than opposing black-market cigarette sales, many
tobacco manufacturers use the illegal trade in smuggled
cigarettes as another avenue for promoting their products.
Documents discussing the development of the Amber Leaf
roll-your-own brand describe the importance of establishing
a market presence through bootleggers, who account for up
to 70% of sales in many areas. “Bootleggers only bother with
big brands [like] Old Holborn and Golden Virginia. We
need to . . . encourage a willingness among bootleggers to sell
Amber Leaf.”59
Policy makers and politicians
Faced with increasing government regulation, tobacco
companies also seem to be building alliances with
politicians. British American Tobacco’s appointment of
former UK Finance Minister Kenneth Clarke to sit on the
Board of Directors could be viewed as an attempt to gain
political influence.
Public opinion
Tobacco manufacturers are increasingly adopting a socially
responsible attitude to business, which has a direct effect on
public opinion. They have made considerable attempts to
publicise this business strategy to consumers, retailers, and
industry critics. Last year, one tobacco company invested
over £3 million in a UK university for the purpose of setting
up a Centre for Corporate Social Responsibility. This
approach is an innovative way of gaining respect for the
industry by association with academic establishments, and it
helps to emphasise the change in corporate philosophy. The
tobacco industry as a whole is working hard to challenge
their ailing public image by instituting youth smoking
prevention initiatives. This decision is in obvious
contradiction to commercial priorities and, unfortunately,
the campaigns do not seem to be based on contemporary
health-communication expertise and are likely to be
ineffectual.60
Conclusion
Marketing is vital for maintaining the success of tobacco
manufacturers; it is multifaceted and ubiquitous. The
tobacco industry is moving its emphasis away from
maximising single sales, towards building long-term
relationships with customers and other key stakeholders in
the tobacco market. This policy promotes competitive
advantage and thereby boosts sales and profitability, but also
enables the tobacco companies to retain legitimacy.
Relationships are being built with policy makers, retailers,
and the public as a whole to try to ensure that tobacco is seen
as an acceptable product in a free market economy. In this
way, tobacco manufacturers can ensure that their business
activities can continue with a minimum of interference from
policy makers and the public. It remains to be seen whether
the tobacco industry can continue to grow on the back of
their marketing strategies as they have done in the past.
Conflict of interest
None declared.
Search strategy and selection criteria
References for this review include published literature about
tobacco industry techniques retrieved from searches of
literature databases including Medline, PubMed, INFOTRAK,
SSI, IBSS, and Emerald. Only articles written in English were
included and those published in peer-reviewed academic
journals since 1990 were given priority. Combinations of the
following search terms were used: “tobacco”, “cigarette”,
“smoking”, “marketing”, “advertising”, “promotion”, “young
people”, “branding”, “product design”, “packaging”, “sponsor-
ship”, and “price”. Documents from the tobacco industry
documents that were released as a result of the Health Select
Committee’s investigation of the UK tobacco industry were
also included. As were internal communications and doc-
umentation from advertising agencies with tobacco accounts.
Finally, data from an observational audit of marketing activities
in the UK were also used.

Acknowledgements
The Centre for Tobacco Control Research is funded by Cancer
Research UK.
References
1 Economics and operational research division. Effect of tobacco
advertising on tobacco sponsorship: a discussion document reviewing
the evidence. The Smee Report. London: Economics and Operational
Research Division, Department of Health, 1992.
2 Feighery E, Borzekowski DL, Schoder C, Flora J. Seeing, wanting,
owning: the relationship between receptivity to tobacco marketing
and smoking susceptibility in young people. Tobacco Control 1998; 7:
123–28.
3 Arnett JJ, Terhanian G. Adolescents’ responses to cigarette
advertisements: links between exposure, liking, and the appeal of
smoking. Tobacco Control 1998; 7: 129–33.
4 Aitken PP, Eadie DR. Reinforcing effects of cigarette advertising on
underage smoking. Br J Addict 1990; 85: 399–412.
5 Aitken PP, Eadie DR, Hastings GB, Haywood AJ. Predisposing effects
of cigarette advertising on children’s intentions to smoke when older.
Br J Addict 1991; 86: 383–90.
6 While D. Cigarette advertising and the onset of smoking in children:
questionnaire survey. BMJ 1996; 313: 398–99.
7 Charlton A, While D, Kelly S. Boys’ smoking and cigarette-brand-
sponsored motor racing. Lancet 1997; 350: 1474.
8 Cornwell BT. The utilization of sponsorship-linked marketing
programs by tobacco firms: international public policy issues.
Memphis: University of Memphis, 1997.
9 Huek J, Gendall P, Stockdale M. Some effects of tobacco
sponsorship advertisements on young males. Int J Advertising 1993;
12: 13–28.
10 Redmond WH. Effect of sales promotion on smoking in US ninth
graders. Prev Med 1999; 28: 243–50.
11 Pierce JP, Choi WS, Gilpin EA, et al. Tobacco industry promotion of
cigarettes and adolescent smoking. JAMA 1998; 279: 511–15.
12 Altman DG, Levine DW, Coeytaux R, et al. Tobacco promotion and
susceptibility to tobacco use among adolescents aged 12 through 17
years in a nationally representative sample. Am J Pub Health 1996; 86:
1590–93.
13 Di Franza Jr, Coleman M, St Cyr D. A comparison of advertising and
accessibility of cigars, cigarettes, chewing tobacco, and loose tobacco.
Prev Med 1999; 29: 321–26.
14 House of Commons Health Committee. Second report for the session
1999–2000: The tobacco industry and the health risks of smoking.
London: House of Commons, 2000.
15 Perry CL. The tobacco industry and underage youth smoking. Arch
Pediatr Adolesc Med 1999; 153: 935–41.
16 Pollay RW. Targeting youth and concerned smokers: evidence from
Canadian tobacco industry documents. Tobacco Control 2000; 9:
136–47.
17 Cummings KM, Morley CP, Horan JK, et al. Marketing to America’s
youth: evidence from corporate documents. Tobacco Control 2002; 11
(suppl 1): 5–17.
18 Chaloupka FJ, Cummings KM, Morley CP, Horan JK. Tax, price, and
cigarette smoking: evidence from the tobacco documents and
implications for tobacco company marketing strategies. Tobacco
Control 2002; 11(suppl 1): 62–72.
19 Wakefield M, Morley C, Horan JK, Cummings KM. The cigarette
pack as image: new evidence from tobacco industry documents.
Tobacco Control 2002; 11 (suppl 1): 73–80.
20 Centre for Tobacco Control Research. Report to the Cancer Research
Campaign: audit of UK tobacco marketing activities. Glasgow:
University of Strathclyde Centre for Tobacco Control Research, 2001.
21 Hastings GB, MacFadyen L. A day in the life of an advertising man:
review of internal documents from the UK tobacco industry’s
principal advertising agencies. BMJ 2000; 321: 366–71.
22 Melanie Haslam and Associates. Benson and Hedges and Formula
one sponsorship: qualitative brief, 1997.
23 M&C Saatchi. Rugby League/Silk Cut creative brief, 1997.
24 General Manager of Gallaher. The Impact of avertising bans on
product promotion, 1997.
25 MacFadyen L, MacKintosh AM, Hastings GB, Devlin E. Final report
to the Cancer Research Campaign: developing improved cigarette
warning labels for young people. Glasgow: University of Strathclyde
Centre for Social Marketing, 2001.
26 Palmer A. Co-operation and competition: a Darwinian synthesis of
relationship marketing. Eur J Marketing 2000; 34: 687–704.
27 Keynotes. Cigarettes and tobacco industry. London, 2000.
28 Bridgewood A, Lilly R, Thomas M, et al. Living in Britain: results
from the 1998 General Household Survey. London: Office for
National Statistics, 2000.
29 Royal College of Physicians. Smoking and the Young. London: Royal
College of Physicians, 1992.
30 Higgins V. Young teenagers and smoking in 1998. A report of the
findings from the teenage smoking attitudes survey carried out in
England in 1998. London: Office for National Statistics, 1999.
31 Pierce JP, Gillpin E. How long will today’s new adolescent smoker be
addicted to cigarettes? Am J Pub Health 1996; 86: 253–56.
32 Simon North. The Gallaher Letters: letter to Barry Jenner Esq.
December 1998.
33 Michell L, Amos A. Girls, pecking order, and smoking. Soc Sci Med
1997; 44: 1861–69.
34 Amos A, Gray D, Currie C. Healthy or druggy? Self-image, ideal
image and smoking behaviour among young people. Soc Sci and Med
1997; 45: 847–58.
35 Rothmans (UK) Marketing Services. Young adult smokers: smoking
behaviour and lifestyles 1994–1997, October 1998.
36 Gallaher Ltd. Benson & Hedges creative brief, 1995.
37 Patrick Roozeman (Gallaher Ltd). Memo to Patrick Billson: From a
low price perspective, 1999.
38 Pucci LG, Siegel M. Exposure to brand-specific cigarettes advertising
in magazines and its impact on youth smoking. Prev Med 1999; 29:
313–20.
39 Pollay RW, Siddarth S, Siegal M, et al. The last straw? Cigarette
advertising and realised market shares among youths and adults,
1979-1993. J Market 1996; 60: 1–6.
40 Pierce JP, Gilpin E, Burns DM, et al. Does tobacco advertising target
young people to start smoking? JAMA 1991; 266: 3145–58.
41 Hastings GB, Ryan H, Teer P, MacKintosh AM. Cigarette advertising
and children’s smoking: why Reg was withdrawn. BMJ 1994; 309:
933–37.
42 Marketing Services. Tens Packs Report, August 1997.
43 Jarvis L. Smoking among secondary school children in 1996: England.
London: Office for National Statistics, 1997.
44 Hankinson G, Cowking P. Branding in action: cases and strategies for
profitable brand management. London: McGraw-Hill Book
Company, 1993.
45 King S. Brand-building in the 1990s. J Market Manage 1991; 7:
3–13.
46 MacFadyen L, Hastings G, MacKintosh AM. Cross sectional study of
young people’s awareness of and involvement with tobacco
marketing. BMJ 2001; 322: 513–17.
47 Marsh A, Mackay S. Report 771: Poor smokers. London: Policy
Studies Institute, 1994.
48 Reece J, MacKintosh AM, MacAskill SM, Stead M. An investigation
into smoking cessation in disadvantaged communities. Glasgow:
University of Strathclyde Centre for Social Marketing, 2000.
49 Burrows D (R J Reynolds Marketing Research). Strategic research
report: young adult smokers—strategies and opportunities, 1984.
50 Sovereign. Research implications for advertising strategy: a discussion
paper, 1998.
51 Stead M, MacAskill S, MacKintosh AM, et al. “It’s as if you’re locked
in”—qualitative explanations for area effects on smoking in
disadvantaged communities. Health Place 2001; 7: 333–43.
52 Wiltshire S, Bancroft A, Amos A, Parry O. “They’re doing people a
service”—a qualitative study of smoking, smuggling, and social
deprivation. BMJ 2001; 323: 203–07.
53 O’Malley. Can loyalty schemes really build loyalty? Market Intell Plan
1998; 16: 47–55.
54 Eadie D, Hastings G, MacKintosh AM. Smoking and deprivation
study part 2: an investigation into cigarette coupon schemes.
Glasgow: University of Strathclyde Centre for Social Marketing, 1995.
55 Salem Worldwide. Salem Worldwide Brand Manual.
http://www.writer.com.hk/salem.htm. Accessed June, 2002.
56 Gallaher Ltd. Presentation #3, 1995.
57 Bell F, Francis N. Consumer direct mail—just how effective is it?
Netherlands: European Society for Opinion and Marketing Research,
1995.
58 M&C Saatchi. Final, 16 August 1999.
59 S&C Saatchi. Amber Leaf: Gallaher Brief, 1997.
60 Action on Smoking and Health. PR in the playground: tobacco
industry initiatives on youth smoking. London: Action on Smoking
and Health, 2000.

Market3

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (17)

Destaque

Destaque (8)

Semelhante a Market3

Semelhante a Market3 (20)

Último

Último (20)

Market3