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Essay / Research Paper Abstract
A 14 page paper. Cigarette advertising began in the early 1900s. It was about 1924 when women were targeted as a market. Tobacco companies first had to dispel society’s mindset against women smoking. Three themes have dominated public relations campaigns and marketing campaigns directed towards women. These are discussed as is the timeline of advertising to women. Bibliography lists 9 sources.
Page Count:
14 pages (~225 words per page)
File: ME12_PGwmsmk.rtf
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Unformatted sample text from the term paper:
later, the first major cigarette advertising campaign occurred. The purpose was to gain greater leverage over the many regional tobacco companies that had sprung up over the years (Pollay, 1987).
A huge campaign for Camels was launched. It was a multimedia campaign determined to capture attention and customers. Camels was made with an acid blend of Burley and Turkish tobacco,
which greatly reduced the automatic coughing reflex. The company spent over a quarter of a million dollars on advertising, an unheard-of sum prior to that. In 1916, R.J. Reynolds
himself supervised the national advertising campaign, something he continued to do until about 1959. Lucky Strike launched a marketing campaign with the tag line, "Its Toasted" in 1917 claiming that
this process purifies the tobacco but all companies were using the same process. Other companies tried to discount the uniqueness of the process but were not successful. Even so, Reynolds
added another enticement - they used an "Ultra-Violet Ray process" to purify the tobacco. The competition between R.J. Reynolds with Camels and American Tobacco with Lucky Strikes was fierce
and dirty. It would continue for decades. By 1919, Camels held a 40 percent market share. Of course, the fact that cigarette companies gave soldiers free cigarettes during World War
I increased the number of smokers greatly (Jensen, 1993). Tobacco companies were manufacturing cigarettes with machines by then and they had discovered a new type of tobacco and improved their
curing methods, making the smoke much milder and easier to inhale (Jensen, 1993). By 1921, Camels was using the slogan of, "Id walk a mile" which was very successful. Advertising
would eventually target women. In 1919, one newspaper warned of the campaign to get women to smoke. Advertising, Women and Smoking Women were smoking cigarettes by the middle
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