 Advertising works …
just ask the tobacco industry
- U.S.-based multinational Philip Morris — the world's biggest cigarette company — was the world's ninth largest advertiser in 1996, spending more than $3 billion.
In 1997, the tobacco industry's spending on advertising in the United States was about $15 million a day ($5.7 billion for the year).
- After the entry of foreign multinational tobacco firms into Japan, the Republic of Korea and Thailand, youth and female smoking rose significantly.
The tobacco industry has changed the way it advertises in the last 30 years. Now, only 10% of advertising expenditure goes to print and outdoor advertisements, while more than half goes to promotional allowances and items, such as t-shirts for young people or lighters and key rings.
- A survey a few years ago found that nearly 80% of American advertising executives from top agencies believed cigarette advertising does make smoking more appealing or socially acceptable to children.
Through advertising, tobacco firms try to link smoking with athletic prowess, sexual attractiveness, success, adult sophistication, adventure and self-fulfilment.
- A survey in the United Kingdom found about half of smokers think that smoking "can't really be all that dangerous, or the government wouldn't let cigarettes be advertised."
In Russia, according to press reports, foreign tobacco companies are the largest advertisers, accounting for as much as 40% of all TV and radio advertising. Source: World Health Organization, Regional Office for Western Pacific |
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