Beating Big Tobacco
As part of the 1998 multi-state tobacco settlement, the nations largest cigarette companies promised not to "take any action directly or indirectly to target youth in advertising, promotion, or marketing of tobacco products." They claim to have no interest in the youth market and are working diligently to curb teen smoking. But, no matter what they say, the youth segment of the market is vital to their continuing success and they will continue to find new ways to target this market indirectly. Studies show that almost 90 percent of smokers first tried cigarettes before age 18. This is also the time that brand loyalties are formed. A document that was made public during the tobacco trials sums up the reliance tobacco companies have on youth smokers: "Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while in their teens...it is during the teenage years that the initial brand choice is made." The companies now claim to no longer target an underage market. Instead they have moved their focus to college aged youth. Tobacc
The three most popular cigarette brands with youth ran ads that reached more than 80 percent of U. A large portion of this increase was in marketing categories effective at reaching teenagers. According to the Utah Heath Department, their campaign has had a success rate of 65 percent in persuading youth smokers to quit or cut back. We can ban this or agree to that and compromise on something else, but cigarette companies and their incredibly talented advertisers and marketing specialist will continue to target the essential and profitable youth market, however subtly or indirectly. The best way, possibly the only way, to successfully curb underage smoking is to beat the tobacco industry at their own game. From store displays, to magazine ads, to camel cash and stuffed animal giveaways, cigarette makers will stop at nothing to hook smokers while they are young. The anti-smoking campaign needs national attention and support in the same way. Thus far, many of these programs have proved effective. The current initiatives and agreements amount to little more than another public relations campaign to improve company images and try to prevent any new government efforts to ban tobacco use. Many of these ads lead kids to associate smoking with popularity, sex, or relaxation. Yet, the advertising budget during 1999 (the year following the multi-state settlement) rose by 22 percent to $8. Many people want to take further legislative and legal action to prevent underage smoking. It is proven that the key to tobacco's success has been through marketing.
Common topics in this essay:
Beating Tobacco,
Nancy Reagan's,
Heath Department,
youth market,
tobacco companies,
cigarette companies,
youth smokers,
anti-smoking campaign,
underage smoking,
beat tobacco,
marketing tobacco,
store displays,
continue target,
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Acceptance Essays
