Case StudyAnalysis of Cigarette Ads

Group No-4
1. Amitha 2. Anjuna 3. Deepthi 4. Gauri 5. Indu Lekha 6. Lavanya 7. Naveen 8. Pranav 9. VishnuPriya 10. Suraj T 11. Yadhav

History
17891870 Advertisement for "Egyptian Deities" cigarettes, showing woman holding package of cigarettes, at the start of the 20th century.
The first known advertisement in the USA was for the snuff and tobacco products of P. Lorillard and Company and was placed in the New York daily paper in 1789. Advertising was an emerging concept, and tobacco-related adverts were not seen as any different from those for other products: their negative impact on health was unknown at the time.

 Color lithography (18701900) The development of color lithography in the late 1870s allowed the companies to create attractive images to better present their products. This led to the printing of pictures onto the cigarette cards, previously only used to stiffen the packaging but now turned into an early marketing concept. By the last quarter of the 19th century, magazines such as Punch carried advertisements for different brands of cigarettes, snuff, and pipe tobacco. Advertising was significantly helped by the distribution of free or subsidized branded cigarettes to troops during World War I and World War II.

Modern Advertising
Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s.

Campaigns
19501960- cigarette brands frequently sponsored television showsmost notably To Tell the Truth and I've Got a Secret. One of the most famous television jingles of the era came from an advertisement for Winston cigarettes. The slogan "Winston tastes good like a cigarette should!" proved to be catchy, and is still quoted today.

 In 1954, tobacco companies ran the ad "A Frank Statement." The ad was the first in a campaign to dispute reports that smoking cigarettes could cause lung cancer and had other dangerous health effects. In 1964, Smoking and Health: Report of the Advisory Committee to the Surgeon General of the United States was published. It was based on over 7000 scientific articles that linked tobacco use with cancer and other diseases. This report led to laws requiring warning labels on tobacco products and to restrictions on tobacco advertisements.

 Targeting Youth Prior to 1964, many of the cigarette companies advertised their brand by making false claims, such that their product was not bad nor did it have serious health risks. A couple of examples would be "Play safe with Philip Morris" and "More doctors smoke Camels". Such claims were made to combat the scare that smoking have negative health effects and for increasing sales of their product .

Change in Trends
Customer loyalty Tobacco companies use advertising to drive brand awareness and brand preference amongst smokers, in order to drive sales and to increase brand and customer loyalty. One of the original forms of this was the inclusion of cigarette cards, a collectible set of ephemera.

 Target markets Woman smoking in Japan The intended audience of tobacco advertising have changed throughout the years, with some brands specifically targeted towards a particular demographic Tobacco companies have frequently targeted the female market, seeing it as a potential growth area as the largest market segment has traditionally been male

Film Since May 2007, the Motion Picture Association of America may give a film glamorizing smoking or depicting pervasive smoking outside of a historic or other mitigating context a higher rating. There have also been moves to reduce the depiction of protagonists smoking in television shows, especially those aimed at children. For example, Ted Turner took steps to remove or edit scenes that depict characters smoking in cartoons such as Tom and Jerry, The Flintstones and Scooby-Doo,[20]

 Web Both Google and Microsoft have policies that outlaw the promotion of tobacco products on their advertising networks. However, some tobacco retailers are able to circumvent these policies by creating landing pages that promote tobacco accessories such as cigar humidors and lighters.

Current trends in cigarette advertising and marketing.

According to the Federal Trade Commission, total cigarette advertising and promotional expenditures reached $2.1 billion in 1984. In 1985, cigarette advertising expenditures accounted for 22.3 percent, 7.1 percent, and 0.8 percent of total advertising expenditures in outdoor media, magazines, and newspapers, respectively. When all products and services were ranked according to national advertising expenditures, cigarettes were first in the outdoor media, second in magazines, and third in newspapers. The proportion of total cigarette advertising and promotional expenditures devoted to promotional activities has increased steadily, from 25.5 percent in 1975 to 47.6 percent in 1984

 The proportion of expenditures for cigarettes yielding 15 mg or less of "tar" has increased substantially and has consistently exceeded the domestic market share of these cigarettes.
The fastest growing markets are discounted cigarettes and brands containing 25 cigarettes per pack. Several advertising campaigns have targeted women, minorities, and blue-collar workers.

The study of these marketing trends should assist health officials in identifying and predicting patterns of cigarette use and in developing health promotion programs

How has the message changed over time?

Over the past half-century, cigarette manufacturers have found ways to successfully sell their product despite increasing advertising restrictions and will no doubt try to continue to do so in the face of this new legislation.
Before the hazardous health effects of smoking were widely known, cigarette companies were able to advertise largely regulation-free. The habit of cigarette smoking has been widely spread and carried over ages since then. Now the advertisements are fully centered on awareness of health hazards that are caused due to cigarette smoking.

Effectiveness of ads
To summarize, in an effort to decrease the disease burden caused by tobacco, and in accordance with Article 13 of the WHO FCTC, several countries have enacted restrictions on the advertising, sponsorship, and promotion of tobacco products. The relatively new restrictions in Canada, the United States, and the UK are promising steps toward the continued reduction of influence that tobacco companies have on smokers. Anti-smoking advertising has become so effective that it is now more powerful than GPs in persuading smokers to kick their habit, a study has claimed.

Contd
The study shows advertising campaigns prompted 32% of recent attempts to kick the habit while GPs were responsible for just 21%. Anti-smoking ads help 1 million quit However, additional bans/more stringent implementation of existing bans are especially needed on store advertisements and special price offers, and continuous evaluation of the impacts of such marketing regulations is vital.