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TobaccoScience, policy and public health$
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Peter Boyle, Nigel Gray, Jack Henningfield, John Seffrin, and Witold Zatonski

Print publication date: 2010

Print ISBN-13: 9780199566655

Published to Oxford Scholarship Online: September 2010

DOI: 10.1093/acprof:oso/9780199566655.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 20 October 2021

Market manipulation: how the tobacco industry recruits and retains smokers

Market manipulation: how the tobacco industry recruits and retains smokers

(p.45) Chapter 4 Market manipulation: how the tobacco industry recruits and retains smokers

Wakefield Melanie

Oxford University Press

The tobacco industry has been spectacularly successful in marketing its products over a long period of time. Advertising campaigns for cigarette brands such as Marlboro, Benson & Hedges, Winston, Camel, and Lucky Strike have garnered positions in the top 100 list of all advertising campaigns. A distinguishing feature of tobacco industry marketing is that, rather than relying on traditional avenues such as television, radio, and print media, a full range of advertising and promotional opportunities has been used. This chapter first examines the gradual move by tobacco companies from measured media towards other marketing communications. It then focuses on two tobacco marketing communications of prime importance: point-of-sale marketing and tobacco packaging. The final section considers corporate social responsibility programmes and youth smoking prevention programmes, which have emerged as traditional avenues for advertising have been closed, or have threatened to be limited by tobacco control legislation or legal agreements.

Keywords:   cigarette smoking, advertising, tobacco marketing communications, point-of-sale marketing, tobacco packaging, corporate social responsibility, youth smoking prevention

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