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Essay / Research Paper Abstract
This paper examines how RJ Reynolds and Philip Morris have been able to continue marketing their tobacco products to consumers, despite the 1998 settlement against Big Tobacco that required cigarette manufacturers to cut back on advertising. Bibliography lists 6 sources.
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5 pages (~225 words per page)
File: D0_MTrjrpmu.rtf
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Unformatted sample text from the term paper:
cigarette manufacturers. After all, the MSA forced tobacco companies such as Philip Morris and R.J. Reynolds to pay billions to states that were suing to recoup Medicaid costs because of
ill smokers. In addition, as part of MSA, the cigarette companies promised to follow a ban on outdoor advertising and to curb marketing that was directed toward youth.
The MSA, however, has not killed tobacco companies, at least the larger ones like Philip Morris (PM) or R.J. Reynolds (RJR). This paper
will examine how both of these cigarette giants used different types of marketing outlets and ideas to continue selling their tobacco products.
Before getting into the meat of this paper, it should be remembered that cigarettes are odd products to market. People who smoke tend to be extraordinarily brand-loyal and it
takes a great deal of effort to get them to switch brands (Beardi, 2001). Therefore, the goal of any cigarette marketing program is to keep the brand-loyal customers and to
target the non-smokers (preferably young adults) who are thinking about taking up smoking. In addition, much cigarette advertising and promotion is geared toward moving smokers from bargain brands to more
premium brands by the same manufacturer (Beardi, 2001). As such, what the cigarette companies attempt to sell is image and self-esteem, rather than actual taste - most cigarettes taste the
same except, perhaps, for varying degrees of menthol or tobacco blends. After all, what man wouldnt thrill to be associated with the rugged macho character of PMs Marlboro Man? And
by the same token RJRs portrayal of Virginia Slims was targeted specifically toward the liberated woman who could have a career, have a family and smoke while she was doing
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