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Analysis Of R. J. Reynolds Tobacco Shoes: A New Advertising Campaign

965 Words4 Pages

The introduction of the filter tip and the concomitant ‘tar derby’ is one of the examples of reassurance marketing (Kozlowski and Connor, 2012). Filters were appeared as early as the 1930s, but did not begin to become popular until 1950s. In 1946, another famous brands of tobacco in United State, Camels, was initiated a new advertising campaign by R.J Reynolds tobacco company. The advertising agency for R.J. Reynolds Tobacco centered their new campaign on memorable slogan, which is “More Doctors smoke Camels than any other cigarette.” (Stine,2014). They created a Medical Relation Division (MRD) in the early 1940s and it became the base of their aggressive physician and health claims promotional strategy. Moreover, they directly solicited doctors …show more content…

They found that there has a connection between lung cancer to cigarette smoking in national magazine, such as Time and Reader's Digest and the corresponding declines in sales and stock prices, forced tobacco executives to assess strategies for responding to growing medical and public concerns about their products (Gardner, 2005). The first major public official to articulate clearly the message that smoking need not be a part of American life was Surgeon General C. Everett Koop. he transformed the public debate over tobacco use by calling for a smoke-free society by the year of 2000 (Susser, …show more content…

BAT also claims that the generic packaging would make it harder to prevent smuggled and counterfeit products entering a market, eroding government tax revenue and disrupting efforts to tackle the illegal trade in tobacco products that plays a significant role in funding international crime and terrorism (Cancer Council Victoria, 2011).

When the health department mounted an aggressive and effective media campaign and coordinated local programs concentrating on secondhand smoke and denormalization of tobacco use, tobacco industry was reaided a huge fuss in Massachusetts (Susser, 1996).

The “educational” program by the tobacco industry should be rejected by citizens and policymakers. It would stop opposing policies and programs that have been demonstrated to be effective, if the tobacco industry were sincere in its stated desire to contribute to reducing youth smoking (Landman, M.Ling and Glantz,

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Throughout the seventies smoking cigarettes was one of America’s favorite past times considering it was “cool” and “in fashion”. One of the biggest and popular cigarette brands of the time was Benson and Hedges, and their newest product branches were Benson and Hedges 100’s, the cigarettes being advertised. Advertising provides a direct line of communication to existing and prospective customers about a product or service. The purpose of advertising is to coerce customers to become aware of the product or service and to draw customers to a business.

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However, as cigarette smoking became increasingly popular in the 1960s, the incidence of COPD became well-known to the public (CDC, 1999). Back then, cigarette smoking was labeled as cool, cheap, and socially acceptable. Cigarettes were originally sold as luxury goods for the urban elite. Ubiquitous messages reinforced the positive attributes of tobacco, causing the youths to have the impression of smoking as a social norm. As a popular trend, the baby boomer generation became known as the “smoking era.”

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Surgeon General Luther Terry holds a copy of the 387 page report of the Advisory Committee to the Surgeon General of the Public Health Service on the relationship of smoking to health Jan. 11, 1964. He spoke at a Washington news conference at which the study was released. It termed smoking a health hazard calling for corrective action. http://www.washingtontimes.com/topics/luther-terry/380596/t/photos/#ixzz3OXISyu00 Background Smoking was common and almost everybody smoked from pregnant women to sick people. Smoking was done everywhere and it was fashionable.

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