1. Discuss any THREE relevant environmental forces that were highlighted in the case 2 Assume that this promotional campaign had been undertaken in your country by a major local cigarette marketing company, elaborate on any TWO specific environment forces, groups and /or agencies that would likely have an interest in this matter. 3 Elaborate on any TWO major differences that you would expect to find in your local country environment verses those existing in the American environment as it relates to the cigarettes
Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
In August 2007, American Tobacco Company, one of the world’s leading marketers of
tobacco products including cigarettes began a promotion in the USA that included sending
direct mails to teens and young adults on their birthdays. The campaign, titled “Drinks on
Us,” included a birthday greeting card as well as a set of drink coasters on which several
recipes were printed for making many different concoctions of alcoholic beverages. The drink
recipes were mixed drinks of fairly high alcoholic content and included many well-known
brands such as Smirnoff, Jack Daniels, Grey Goose and Absolut Vodka. With the recipe on
one side of the coaster, the flip side included a tag line switch phrases such as “Go ‘till
Daybreak,” and Make Sure You’re Sitting.”
From the start the promotion was fraught with problems, coming under attack from a range
of interest groups. Firstly, the promotion came under heavy scrutiny and started receiving
legal challenges from the State Attorney Generals in several states, a host of public advocacy
groups, parents and the even the alcohol distillers themselves, who were owners of the liquor
brands which were featured in the recipes. The Attorney Generals, parents and advocacy
groups said the promotion endorsed and promoted heavy drinking among vulnerable groups,
especially teens, and many of the recipes could be considered deceptive and misleading. For
their part, the distillers were angry, because their brands and products were being promoted
without their permission and consent. In addition, the distillers argued that the promotion had
nothing to do with alcohol, since American Tobacco only marketed cigarettes. Even then,
they further argued, its actions violated the alcohol industry advertising code, which prohibits
marketing practices that encourages excessive drinking particularly among underage groups.
Even competitors to American Tobacco Company voiced their concerns about what they
were termed the “under handed” method that was it was using to garner support for its
products among customers.
These competitors on hearing the mounting howls of public criticism and fearing possible
legal actions, promptly cancelled the promotion and issued a series of public apologies for its
actions. Eventually, the public criticism died down and no legal actions were taken against it,
but the actions of American Tobacco brought into sharp focus, the judgment of its marketing
department and their appreciation for the many environmental actors and forces that may be
affected by its marketing programmes
1. Discuss any THREE relevant environmental forces that were highlighted
in the case
2 Assume that this promotional campaign had been undertaken in your
country by a major local cigarette marketing company, elaborate on any
TWO specific environment forces, groups and /or agencies that would
likely have an interest in this matter.
3 Elaborate on any TWO major differences that you would expect to find in
your local country environment verses those existing in the American
environment as it relates to the cigarettes
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