Tobacco marketing in the contemporary world

Type :

Term papers

Pages :

8 pages

Format :

.doc

Published date :

05/17/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
The changes of mentalities: A matter of public health
1. Tobacco kills
2. Responsible firms
Marketing facing the change in mentalities
1. Advertising before the new legislation
2. Nonetheless, advertising has become far more restricted by new legislations
3. Finding new ways of being heard
Coping with other kinds of legislation
1. Legislation
2. Necessity to evolve
Conclusion
Appendix
Bibliography

Abstract

After being brought back from the New world it was cultivated first in Portugal during the 16th century, then tobacco gradually become a product of mass consumption all around the world, passing from the status of a medicinal plant at the beginning to a luxury product and eventually it came to represent something fashionable that even the poorest can afford. However this cool image that occurred during the first part of the second half of the 20th century began with the American GI's smoking cigarettes and then spread by cine stars smoking, evolved into a new image much less attractive.

The cigarette gradually stopped being something cool in order to become something that kills 500000 people a year only in Europe. It multiplies the risk of lung cancer by 10, dwindles the life expectancy by 8 to 10 years for those who smoke more than half of packet a day, and so on. As a matter of fact, tobacco companies have had to change their marketing strategies to face this new vision of tobacco among the public. During the second half of the 20th century, the public had become more and more aware of the dangers linked to tobacco. The increasing number of studies concerning tobacco and its effects on human organs played a great role in this awareness.