Professional Documents
Culture Documents
Cigarette Marketing
- A New Perspective
November 1989
37 GOLDEN SQUARE LONDON W1R 4AH TELEPHONE 01-494 3525 FAX 01-734 5253
REGISTERED IN ENGLAND No 21?40312
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Key Issues
Consumer attitudes
Product benefits
Positioning
Advertising
Where next?
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Rey Issues
Issues
Positioning Advertisina
2, 3, 5, 7, 9, 11 1, 2, 3, 6, 8, 9, 10,
& 12 12 & 14
Consumer Attitudes
Lifestyle
Growing concerns
Targeting
Product Benefit s
Low Tar
Branding
Being Competitive
Emotional benefit
hi
Advertising
Copy
Involvement
Positive images
i
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sources of information
'self-images'
'brand images'
Where Next?