Market manipulation: How the tobacco industry recruits and retains smokers

Abstract

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 and 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 communication..