Timothy Dewhirst

Every document and picture tells a story: using internal corporate document reviews, semiotics, and content analysis to assess tobacco advertising

In this article we present communication theory as a conceptual framework for conducting documents research on tobacco advertising strategies, and we discuss two methods for analysing advertisements: semiotics and content analysis. We provide concrete examples of how we have used tobacco industry documents archives and tobacco advertisement collections iteratively in our research to yield a synergistic analysis of these two complementary data sources. Tobacco promotion researchers should consider adopting these theoretical and methodological approaches.

Price and tobacco marketing strategy: lessons from ‘dark’ markets and implications for the WHO Framework Convention on Tobacco Control

A marketing strategy involves specifying target markets and establishing a related marketing mix, which is commonly broken down into the 4Ps (ie, product, price, place and promotion).1 It is important for those in tobacco control to recognise that marketing is much broader in scope than advertising or promotion.2 Price entails marketers determining the monetary cost of products, including any applicable taxes, as well as consideration about the time and effort required by consumers to acquire the product. Firms typically determine their break-even point and evaluate whether they will be able to cover all of their costs and generate a profit with their product listed at a particular price. Managers may estimate the impact of alternative price levels on profits. Each of the 4Ps should be designed and directed toward well-defined target markets and developed synergistically to ensure a coherent and consistent brand meaning. British American Tobacco regards Australia and Canada as the ‘darkest’ markets in the world due to their limited options for brand communications.3 In such ‘dark’ markets, tobacco companies have shifted much of their promotional dollars towards the retail sector and pricing has become an ever more important part of tobacco firms’ marketing strategies.4 In Canada, for example, price had not traditionally been an important differentiating factor in marketing cigarettes, but this changed during the mid-2000s which coincided with federal and provincial legislation placing stringent stipulations on promotion. According to Rothmans, Benson & Hedges Inc. (RBH), ‘the product mix has continued to shift with many consumers leaving their traditional premium brands for contraband or cigarette price category products [those offering ‘value’ or relatively lower prices]. From a 33% share of the total tobacco market in fiscal 2005, price category cigarettes increased to almost 40% this past year [fiscal 2006].’5 Competitor, British …

The Meaning of "Light" and "Ultralight" Cigarettes: A Commentary on Smith, Stutts, and Zank

The authors question Smith, Stutts, and Zanks (2012) conclusion that young adult smokers interpret “light” and “mild” as taste attributes on several grounds. First, the current study examines evidence from industry documents that reveal strategies to use light and mild variants to reassure smokers. Second, the authors explore the multiple meanings of terms such as “light” and “mild” and illustrate how “light” is commonly used to imply a reduction, particularly in food and alcohol products. Third, they review the extensive consumer evidence documenting smokers’ belief that light cigarette variants will deliver less tar and nicotine and reduce the risk of harms arising from smoking. Finally, they review Smith, Stutts, and Zanks findings and suggest that their sample, predominantly social smokers, has important cognitive biases. The authors identify limitations in the measures of risk used, suggest that these elicit only superficial risk understanding, and conclude that Smith, Stutts, and Zanks findings reveal a considerable potential for harm. As a result, they conclude that Smith, Stutts, and Zanks study has consolidated prior findings by revealing high levels of deception, even among college students, who might be expected to be better educated and more discerning.

Tobacco sponsorship is no laughing matter

Despite intense effort by tobacco control groups during the past decade, legislation to control tobacco promotions in Canada has been limited in its effectiveness. The Tobacco Products Control Act (TPCA) was legislated in 1988 and although it banned tobacco product advertising, sponsorship remained permissible with limitations. The full name of the manufacturer was required on promotional material as opposed to a tobacco brand name. In response, all three Canadian tobacco companies hastily registered their various brands as separate corporate entities as the TPCA took effect. Imperial Tobacco Ltd, RJR-Macdonald Inc., and Rothmans, Benson & Hedges Inc. formed “shell” companies for sponsorship purposes that matched each of their various cigarette brands. For example, Imperial Tobacco Ltd formed new corporate entities such as Player’s Ltd, du Maurier Ltd, and Matinee Ltd so that it could advertise events sponsored in these brand name corporations rather than under the corporate identity of Imperial Tobacco. Although advertisements that promoted events sponsored by tobacco companies were not permitted to display or mention cigarettes or tobacco, the graphic design, typography, logos, and colouring of such advertisements were often virtually identical to the brand name packages. Before the implementation of the TPCA, advertisements which made direct reference to tobacco products required health warnings. However, health warnings were not necessary for advertisements (point-of-sale displays, transit advertisements, billboards, magazine and newspaper advertisements, and radio and television spots) which promoted events sponsored by the tobacco “shell” companies.1 The logos of the newly formed corporate entities were also placed on non-tobacco items such as teeshirts, hats, and towels. Thus, the colours, designs, trademarks, and logos used on particular tobacco brand packages became the key mechanism of promotion under the provisions of …

Exporting an Inherently Harmful Product: The Marketing of Virginia Slims Cigarettes in the United States, Japan, and Korea

Abstract Ethical issues surrounding the marketing and trade of controversial products such as tobacco require a better understanding. Virginia Slims, an exclusively women’s cigarette brand first launched in 1968 in the USA, was introduced during the mid 1980s to major Asian markets, such as Japan and Korea, dominated by male smokers. By reviewing internal corporate documents, made public from litigation, we examine the marketing strategies used by Philip Morris as they entered new markets such as Japan and Korea and consider the extent that the company attempted to appeal to women in markets where comparatively few women were smokers. The case study of Virginia Slims reveals that the classification of “vulnerable” consumers is variable depending on culture, tobacco firms display responsive efforts and strategies when operating within a “mature” market, and cultural values played a role in informing Philip Morris’ strategic decision to embrace an adaptive marketing approach, particularly when entering the Korean market. Finally, moral questions are raised with tobacco being identified as a priority product for export and international trade agreements being used by corporations, governments, or trade partners in efforts to undermine domestic public health policies.

Social Marketing in Malaysia: Cognitive, Affective, and Normative Mediators of the TAK NAK Antismoking Advertising Campaign

Antismoking mass media campaigns are known to be effective as part of comprehensive tobacco control programs in high-income countries, but such campaigns are relatively new in low- and middle-income countries and there is a need for strong evaluation studies from these regions. This study examines Malaysias first national antismoking campaign, TAK NAK. The data are from the International Tobacco Control Malaysia Survey, which is an ongoing cohort survey of a nationally representative sample of adult smokers (18 years and older; N = 2,006). The outcome variable was quit intentions of adult smokers, and the authors assessed the extent to which quit intentions may have been strengthened by exposure to the antismoking campaign. The authors also tested whether the impact of the campaign on quit intentions was related to cognitive mechanisms (increasing thoughts about the harm of smoking), affective mechanisms (increasing fear from the campaign), and perceived social norms (increasing perceived social disapproval about smoking). Mediational regression analyses revealed that thoughts about the harm of smoking, fear arousal, and social norms against smoking mediated the relation between TAK NAK impact and quit intentions. Effective campaigns should prompt smokers to engage in both cognitive and affective processes and encourage consideration of social norms about smoking in their society.

Brand mismanagement: Rothmans cigarette marketing, 1957‐2000

Purpose – The purpose of this paper is to assess, by providing a case study of flagship brand, Rothmans, why Rothmans, Benson & Hedges Inc. (RBH), Canadas second largest tobacco firm, has historically lost ground to industry leader, Imperial Tobacco Canada Limited (ITL).Design/methodology/approach – The paper utilizes data from internal corporate documents, made public from litigation, as well as trade press and promotional materials accessed from advertising archives. More specifically, the tobacco industry documents reviewed were made public from two Canadian trials: the 1989 Canadian trial to decide the constitutionality of the Tobacco Products Control Act; and the 2002 Quebec Superior Court trial in which Canadas three major tobacco firms challenged the constitutionality of the Tobacco Act.Findings – The declining market share of Rothmans is largely explained by the brands inability to appeal to the highly valued youth or “health concerned” segments. RBH failed to link the cigarette brand consisten...

Who is the target? Package health warnings and the role of market segmentation

Guidelines for implementation of Article 11 of the WHO Framework Convention on Tobacco Control recognise that ‘it is important to assess the impact of packaging and labelling measures on the target populations,’ yet how target populations may be identified is largely unspecified.1 We have previously characterised that early tobacco control efforts are often implemented in a given jurisdiction with a mass market approach, where the total population is treated in its entirety and largely undivided, but market segmentation should be adopted over time.2 Indeed, marketing strategists normally recognise the human diversity of consumers they are attempting to influence and a segmentation strategy involves the identification of well-defined consumer subgroups who share certain common characteristics to facilitate marketing communication that is more efficient, customised and personally relevant. When people find a message personally relevant, they are more likely to pay attention and process the message more thoroughly.3 The target market heavily affects communication decisions regarding where it will be said, what will be said, how it will be said, when it will be said and who will say it.4 Concerning where it will be said, decisions must be made about the medium of communication (eg, magazines) or the message channel of the traditional communication process.5 The cigarette package may also be regarded as a medium of communication for tobacco control efforts, with the cigarette brand serving to inform which health warnings and messages are most relevant based on the target consumer. A health warning that is more directly aimed towards women is more …

Lamborghini brand sharing and cigarette advertising

Licensing and brand sharing arrangements, where a fee or royalty is paid for use of a name, is a common strategic consideration to provide a newly introduced product or service with an immediate and proven brand identity (table 1).1 Serving as such an example, Korean Tomorrow and Global (KT&G), which is South Korea’s leading tobacco firm, launched a new cigarette brand, Tonino Lamborghini, on 18 April 2012, where the branding resembles the legendary Italian luxury sports car maker (figure 1A,B).2 3 According to The Moodie Report , it took 1 year of negotiation to reach a brand licensing agreement and 3 years to develop the cigarette product.4 The cigarette brand was initially offered in two variants, L8 (predominantly black package) and L6 (predominantly yellow package), with reported tar deliveries of 8.0 mg and 6.0 mg, respectively. Compared with KT&G’s other product offerings, Tonino Lamborghini cigarettes have considerably higher reported tar deliveries and such product characteristics contribute to the brand’s masculine, powerful and assertive image.4–8 Tonino Lamborghini now offers additional brand variants, including ‘Ice Volt’ (figure 2), which is mentholated and has promotional claims that the product possesses ‘the thrilling taste of powerful cooling freshness,’ and ‘Ice Tornado,’ which is described as having a strong, fresh and cool flavour and …