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Contents
Communication process that applies to advertising and promotion in the tobacco
industry:..................................................................................................................... 2
Structure and roles of marketing communications agencies......................................3
Market communication............................................................................................ 3
Structure of marketing agencies.............................................................................3
Promotion regulations................................................................................................ 4
Media fragmentation and decline of power of traditional media.............................5
Role of ICT.................................................................................................................. 5
References:................................................................................................................. 7
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Usman Zahid
Tobacco Industries keep in mind the internal and external factors that influence
audience perception during the communications process.
KEY POINTS
Branding
Branding is used for creating a consistent image for the company, products, and
services. The key to success in branding for tobacco industries is to communicate a
consistent message to consumers about your product or service in all of your
advertising, promotions, and public relations. For example, a local pizzeria that
wants to brand itself as the best Italian restaurant in town should not offer tacos or
stir-fry on its menu. That dilutes its brand and confuses consumers as to what type
of restaurant it really is.
Advertising controls the message. Their classic advertising strategy includes
demonstrating a need or a problem to your potential customer; offering a solution
to help fill that need or solve the problem; and showing how your product or service
does that.
Promotions differ in tobacco industry from advertising because they are less
educational in nature than traditional advertisements. Sponsoring a youth sports
organization, giving away free samples at a mall, offering coupons in grocery stores,
or promoting a sweepstakes or contest that bring customers to your website are all
examples of promotions.
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Usman Zahid
Market communication
Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers directly or indirectly about the products and
brands that they sell. In a sense, marketing communications represent the voice
of the brand and are a means by which it can establish a dialogue and build
relationships with consumers. Marketing communications perform several functions
for consumers. Consumers can be told or shown how or why a product is used, by
what kind of person, and where and when; consumers can learn about who makes
the product and what the company and brand stand for; and they can be given an
incentive or reward for trial or usage. Although advertising is often a central
element of a marketing communications program, it is usually not the only one or
even the most important one in terms of building brand equity.
Account Service
Account Planning
Creative
Finance & Accounts
Media Buying
Production
(Suggett, 2012)
Since the adoption of the MSA, significant increases in the amount of tobacco
advertising and sales promotional activities have been observed at retail
outlets. One advertising trade publication noted: marketing restrictions continue to
tighten, leaving fewer ad options available to the $50.1 billion (tobacco) industry
and each player scrapping harder for sacred shelf space and point-of-sale signage in
store where the vast majority of tobacco marketing dollars are spent. The
retailers in this study confirmed that competition is fierce among tobacco
companies and that Phillip Morris currently dominates the retail environment. It is
clear from these interviews that tobacco companies offer, and most retailers accept,
a wide variety of incentive programmes to ensure good placement of their products
and advertising in prominent places in stores.
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Tobacco advertising, promotion and sponsorship are tools that encourage children
to take up smoking. Internal tobacco company documents have shown that children
are targets for tobacco marketing campaigns that most adult smokers do not switch
brands, and that children tend to smoke the most heavily-promoted brands.
Comprehensive bans on tobacco advertising are important to reduce youth smoking
rates. Partial bans are ineffective because companies move their marketing
activities to formats not covered by law. In general, tobacco consumption reduces
more quickly in countries with comprehensive advertising bans than without them.
Article 13 of the Framework Convention on Tobacco Control requires nations that
have ratified the treaty to introduce comprehensive bans on tobacco advertising
and promotion within five years. Cross border advertising is also banned. Guidelines
on implementing a comprehensive advertising ban were adopted at the Third
Conference of the Parties in late 2008.
(Ribisl, 2002)
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Usman Zahid
Promotion regulations
audience, its a family reunion. If your agency is telling you media fragmentation is
a challenge, the chances are they arent thinking enough about your business.
(Rutherford, mumbrella, 2013)
Role of ICT
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Usman Zahid
References:
ash. (n.d.). Retrieved may 5, 2014, from ash.org:
http://ash.org.uk/pathfinder/tobacco-advertising-promotion-and-sponsorship
Ashe-Edmunds, S. (2014). small business chron. Retrieved may 5, 2014, from small
business.
boundless marketing. (n.d.). Retrieved may 5, 2014, from boundless:
https://www.boundless.com/marketing/integrated-marketingcommunication/introduction-to-integrated-marketing-communications/thecommunication-process/
oman observer daily. (2013, november monday). Retrieved may monday, 2014,
from oman observer: http://main.omanobserver.om/?p=31317
Ribisl, K. M. (2002). tobacco control. Retrieved may 5, 2014, from tobacco control
tools: http://tobaccocontrol.bmj.com/content/12/2/184.long
Rutherford, S. (2013). mumbrella. Retrieved may monday, 2014, from mumbrella:
http://mumbrella.com.au/agencies-clients-embrace-fragmentation-media-189337
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Usman Zahid
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Usman Zahid