Working to make an image: An analysis of three Philip Morris corporate image media campaigns

Abstract

Objective: To describe the nature and timing of, and population exposure to, Philip Morris USA's three explicit corporate image television advertising campaigns and explore the motivations behind each campaign. Methods: Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign. Findings: Household exposure to the "Working to Make a Difference: the People of Philip Morris" averaged 5.37 ads/month for 27 months from 1999-2001; the "T..