Project XDU positioning development.
Although regulation of cigarette marketing is increasing globally, including efforts to prohibit misleading advertising, the tobacco industry is quite adept at circumventing advertising and marketing restrictions. Tobacco harm reduction efforts need to address not only toxicity of new products but also how they are promoted.
We wish to thank the faculty, fellows and staff of the UCSF Center for Tobacco Control Research and Education for their comments on early presentations of this material, Suzaynn Schick for providing access to relevant online resources, and Becky Freeman and an anonymous reviewer for their excellent comments on a previous draft of the manuscript. Competing interests: The authors do not have and never have had ties, financial or otherwise, with the tobacco industry or its front groups.
National Center for Biotechnology Information , U. Tob Control. Author manuscript; available in PMC Mar Author information Copyright and License information Disclaimer. Copyright notice. The publisher's final edited version of this article is available at Tob Control.
See other articles in PMC that cite the published article. Methods Analysis of previously secret tobacco industry documents and multimedia materials. Conclusions Viral marketing techniques may be particularly useful to promote new tobacco products such as Eclipse that have limited appeal and need a highly motivated audience of early adopters and acceptors.
First, the facilitator read a statement describing the hypothetical product: This cigarette nearly eliminates second-hand smoke and significantly reduces the amount of chemical compounds found in cigarette smoke versus the leading brands. After the participants had smoked their cigarettes, Kevin solicited comments on how participants would spread the word about Eclipse: [Kevin] When you all go home and you talk to a smoker about this, how would you tell them to smoke this cigarette?
Advertising, point of sale and direct marketing Advertising in the rollout of Eclipse was intended primarily to generate awareness and interest in the brand, 54 whereas actual product trial would be tightly controlled by personal selling and viral marketing. Open in a separate window. Figure 1. Figure 2. Figure 3. Figure 4. What this paper adds Although regulation of cigarette marketing is increasing globally, including efforts to prohibit misleading advertising, the tobacco industry is quite adept at circumventing advertising and marketing restrictions.
Acknowledgments We wish to thank the faculty, fellows and staff of the UCSF Center for Tobacco Control Research and Education for their comments on early presentations of this material, Suzaynn Schick for providing access to relevant online resources, and Becky Freeman and an anonymous reviewer for their excellent comments on a previous draft of the manuscript. Footnotes Competing interests: The authors do not have and never have had ties, financial or otherwise, with the tobacco industry or its front groups.
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Delaney report — eclipse. But the product had the opposite effect, with health groups objecting to what they saw as an effort to make smoking more acceptable without addressing health concerns. The American Medical Assn. Sammons said in a statement. Last year, the AMA asked the U. Food and Drug Administration to ban sales of the cigarette. Meanwhile, RJR--which makes the Winston, Salem and Camel brands--said it will continue to test-market two other unusual cigarettes that were introduced to a few cities in recent weeks.
One, which is rolled in special paper and appears to emit less smoke than most other brands, is called Vantage Excel. The other, Chelsea, is said to have somewhat of a vanilla taste. I tried it. Certainly RJR is not the first major company to face a setback with a new product line. In fact, marketing executives say that fewer than one in seven new products are successful. Coca-Cola was forced to put Classic Coke back on the shelves alongside its new formula after a consumer backlash.
Some industry analysts even credit RJR for jumping out far ahead of the competition in its testing of new cigarette products. What is more, he declined to comment on the Premier brand. Louis, where Premier has been test-marketed.