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Module IV: Smoking and the Media

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1 Module IV: Smoking and the Media
Tobacco Advertising

2 Advertising Techniques
Advertising Techniques

3 Bandwagon Suggests that “everyone” is using the product, and the consumer should use the product to be part of the group

4 Nostalgia Suggests that the product is practical, and use of the product will return the consumer to “the good old days”

5 Facts and Figures Uses facts and statistical figures to prove the superiority of the product

6 Star Power/Testimonials
Uses a celebrity to promote or endorse the product

7 Heartstrings Plays on emotions and makes the consumer feel part of the story

8 Wit and Humor Uses humorous situations to attract the consumer

9 Hidden Fears Suggests that use of the product can protect the consumer from harm or danger

10 Weasel Words Uses words to suggest a positive meaning, when in fact the words are vague and promise no guarantee (e.g., virtually, mostly, almost, etc.)

11 Patriotism Suggests that use of the product shows love for the country

12 Snob Appeal Suggests that use of the product makes you better or more desirable than those who don’t use the product

13 Niche Marketing (Themes)
Niche marketing finds potentially profitable subgroups within a market and provides them with custom products or services. Subgroups within the tobacco market can include specific age groups, genders, ethnic groups, or even smokers trying to quit.

14 Theme Examples Romance, attractiveness Adventure/independence
Demographics: age, gender, ethnicity “Niche” marketing Social/cultural attitudes “Coolness” Adulthood Status

15 Black v. White, Men, “Coolness”

16 Men – Cigs v. e-Cigs

17 Women – Classic v. Modern

18 “Cool” – Then and Now

19 For More Comparisons: Cigs v. eCigs (themes: eco, African Americans, Celebrities, Children, Doctors, Feminine, Flavors, Freedom, Health, High tech, masculine, medicinal, patriotism, romance, sex, social Black v. White (themes: Couples, Athletes, Men, Women, Musicians, Newport) Classic v. Modern (themes: Couples, filters, healthful, men/women, military, music, social, sports, Newport)

20 PRINT FOR STUDENTS, or share
PRINT FOR STUDENTS, or share

21 Module IV: Smoking and the Media - Tobacco Ads
Cool

22 Module IV: Smoking and the Media - Tobacco Ads
Cool - Young

23 Module IV: Smoking and the Media - Tobacco Ads
Men

24 Module IV: Smoking and the Media - Tobacco Ads
African Americans

25 Module IV: Smoking and the Media - Tobacco Ads
Romance

26 Module IV: Smoking and the Media - Tobacco Ads
Independence

27 Module IV: Smoking and the Media - Tobacco Ads
Humor

28 Module IV: Smoking and the Media - Tobacco Ads
Hidden Fears

29 Module IV: Smoking and the Media - Tobacco Ads
War, Patriotism

30 Module IV: Smoking and the Media - Tobacco Ads
women

31 Module IV: Smoking and the Media - Tobacco Ads
Other

32 Comparison

33

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