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Essay / Research Paper Abstract
9 pages. Tobacco companies have been using advertisements to influence people to purchase their products despite many of the rulings against this. The tobacco industry uses many subtleties in their advertising that are seemingly innocent but are in reality just as influential as ever. This paper looks at the way advertising can influence the public with and without their knowledge. The three brands that are emphasized herein are Camel, Marlboro and Lucky Strike. Bibliography lists 7 sources.
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9 pages (~225 words per page)
File: D0_JGAtbcco.rtf
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advertising that are seemingly innocent but are in reality just as influential as ever. This paper looks at the way advertising can influence the public with and without their
knowledge. The three brands that are emphasized herein are Camel, Marlboro and Lucky Strike. ADVERTISING METHODS: SUBTLE OR NOT? Refurbishing an existing marketing strategy to address the growing
needs of a blending society is not always an easy - or recommended -- tactic for companies to adopt. For the tobacco industry this has become increasingly difficult as
they are under strict marketing guidelines that make their product especially difficult to market. It can be argued that in its attempt to
cover the entire gamut of possible customers, a given company may spread its marketing strategy too thin trying to incorporate all potential angles. Allenby (1998) notes how the socially
psychological adaptation of "the homogeneous segment assumption might not be reasonable" (384) when all consideration for diversity is placed upon the back burner. Tobacco companies have to walk a
thin line that allows them to market to the public as a single consumer pool, as well as to those who still represent the segmented portions of society. Allenby
(1998) is quick to caution those who jump too fast on the homogenous marketing bandwagon, contending that "because the true distribution of heterogeneity is never known a priori, there are
cases in which a point mass summary might not be appropriate" (384). A case in point is the marketing of tobacco products to teenagers.
The cigarette industry has a known consumer base in teenagers who still, despite the knowledge of the harmful effects of tobacco, tend to think of smoking
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