They engage in subtle but more effective promotional activities
Jump to full article: ABS-CBN Broadcasting Corporation (ph), 2009-07-08
Author: Carmela Fonbuena, Newsbreak
Intro: Now prohibited from advertising their products in the so-called "paid media"--television, radio, and newspapers--tobacco companies have found ways to defeat the ban through subtle but potentially more effective promotional activities.
Their activities range from donating to community projects to influencing the content of movies or shows to being the subject of positive news reports.
Advertising specialists told Newsbreak that these new approaches taken by tobacco companies may be "more expensive," but they sure "built relationships" with consumers and can therefore help maintain, if not expand, the tobacco market.
The Tobacco Regulation Act of 2003 stopped the elaborate marketing strategy of tobacco companies in the "paid media." Anti-tobacco advocates have reported violations of the ad ban in province-based television and radio stations, but noted that the national media have generally heeded the law.
The law, however, has been unable to prevent the invasion of "free media"--the very content of news and entertainment media--by tobacco products and brands. . . .
Tobacco companies have also maintained their presence in newspapers, particularly through their Corporate Social Responsibility (CSR) activities.
CSR activities of Fortune Tobacco made it in the news last year, for example. Major newspapers and at least one television network featured stories on the efforts of Lucio Tan, Fortune Tobacco owner, to help the tobacco farmers in the Ilocos region, where the bulk of his raw materials come from. . . .
Newspapers ran a story on Philip Morris's P2-million donation to Red Cross, which was given on Gordon's 63rd birthday in August 2008. . . .
"Promo girls" are most common in the Philippines. Pretty girls are recruited to distribute cigarettes in parties sponsored by the tobacco companies. This is the lowest level of promotional activity.
Jump to full article » |