Today, tobacco is the second major cause of death in the world. It is currently responsible for the death of one in ten adults worldwide (about 5 million deaths each year). If the current smoking pattern continues, it will cause about 10 million deaths each year by 2020. All companies of tobacco have marketing departments. Advertising and ways of communication have a very important function in this sector: the more a product is useless, the more it depends on its image. And it is, however very difficult to evaluate the real impact of an advertising campaign. The main reason for the success of cigarettes in the market is widely dependent on its image. And it is almost impossible to measure the impact of a campaign as it takes several years to build an image. But how has tobacco utilization grown so rapidly? Did marketing communication lead to this increase in its consumption? How does marketing communication influence tobacco sales, market trends and tobacco consumption? Who leads the advertising campaigns?
[...] IV Reducing the demand It is the higher demand for tobacco in the developing countries that drives the world tobacco economy, the report said. Public policy to reduce tobacco use should focus on demand rather than supply, it suggested. "Reducing demand in the developing countries would be rather difficult given projected population and income growth trends. Mitigating these trends, however, and reducing consumption per adult using a combination of tax and direct restriction policies, would also be an important achievement. [...]
[...] I understood well that I will win $ for it The efficiency of this tobacco promotion in films seems to be as high as the investments. To develop customers fidelity (if necessary because a few people change brand after 25 years), brands had appeal to the system of points to be collected on the packages of cigarettes. This technique, generally used in the food consumption, allows win rewards thanks to the recolte of points and so allows distributors fidelise consumers. The last idelity instrument used is Internet. www.fute.net address is a site which objective is to improve the relations between smokers and no-smoking. [...]
[...] This decision, was a hard blow for the American industry. It could be translated by the bankruptcy of some operators, given annual victims of the addiction to smoking across the Atlantic. III Manufacturer's consequences The tobacco industry is listed by the INSEE under the NAF 16. OZ. code. It groups together the production of four types of products based of tobacco: cigarettes and cigars, other manufactured tobaccos and tobacco waste. In 2001, the industrial production of tobacco registered an increase volume of Since 2002, manufacturer marks the reversal of this tendency. [...]
[...] And it is however very difficult to evaluate the real impact of an advertising campaign The launching of cigarettes in tobacco market It is sure that people do not begin to smoke because of a poster. But every poster contributes to create the image of a brand of cigarettes. This is a cumulative effect: when people saw it thousands, the image is well know in the head of consumers. So, the strategy of tobacco market is associated to the notion of product image. [...]
[...] And it is however very difficult to evaluate the real impact of an advertising campaign. The main reason is that the success of a cigarette is widely dependent on its image. And it is almost impossible to measure the impact of an image campaign inasmuch as it takes several years to build such an image. But how has tobacco utilization grown such rapidly? Did marketing communication lead this increase of consumption? How does marketing communication influence tobacco sells, trends market and tobacco consumption? Who leads every advertising campaign? [...]
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