Tobacco industry

Résumé du document

Today, tobacco is the second major cause of death in the world. It is currently responsible for the death of one in ten adults worldwide (about 5 million deaths each year). If the current smoking pattern continues, it will cause about 10 million deaths each year by 2020. All companies of tobacco have marketing departments. Advertising and ways of communication have a very important function in this sector: the more a product is useless, the more it depends on its image. And it is, however very difficult to evaluate the real impact of an advertising campaign. The main reason for the success of cigarettes in the market is widely dependent on its image. And it is almost impossible to measure the impact of a campaign as it takes several years to build an image. But how has tobacco utilization grown so rapidly? Did marketing communication lead to this increase in its consumption? How does marketing communication influence tobacco sales, market trends and tobacco consumption? Who leads the advertising campaigns?

Extraits

[...] In homage to Jean NICOT, tobacco was henceforth called “Nicotiana Tabacum”. During the reign of Louis XIII, tobacco was consumed as a medicine in powder form but was increasingly smoked in a pipe out of pleasure. In 1629, the Cardinal of RICHELIEU instigated a customs' excise on the importation of tobacco which, at the time, still came from the New World. This decision resulted 7 years later in the first plantations in France in Clairac (Lot-et-Garonne). In the mid 17th Century, there were already a large number of plantations, particularly in the valleys of the Lot-et-Garonne, in Lorraine and Normandy. [...]

[...] This report describes the history of tobacco industry and relates the tobacco like a cycle to the marketing employed within that industry. I. THE HISTORY OF TOBACCO THE GROWING OF TOBACCO BEGAN IN AMERICA OVER 3,000 YEARS AGO. INDIANS BEGAN TO ROLL TOBACCO LEAVES UNTIL THEY OBTAINED A TYPE OF LARGE CIGAR WHICH THEY CALLED “TABACO”. PEOPLE BEGAN INGESTING IT - PIPES, CHEWING, SNIFFING - 2,000 YEARS AGO. Before the discovery of America, tobacco was above all a sacred plant used for healing by priests and medicine-men. [...]

[...] But how tobacco utilization has grown such rapidly? Did marketing communication lead this increase of consumption? 1. Role of advertising in tobacco selling All companies of tobacco have marketing departments. The advertising and other way of communication have a very important function in this sector: the more a product is useless, the more it depends on its image. And it is however very difficult to evaluate the real impact of an advertising campaign The launching of cigarettes in tobacco market It is sure that people do not begin to smoke because of a poster. [...]

[...] How does marketing communication influence tobacco sells, trends market and tobacco consumption? Who lead every advertising campaign? III The State strengths of anti-tobacco campaign make drop smokers number Every year, countries and associations launch media campaigns anti- tobacco in order to convince and help the population to stop smoking. The tobacco market is very sensitive to the activity of the opinion and politics' leaders which work in order to reduce and stop tobacco consumption, the plague for the health of the populations of smokers as no- smokers. [...]

[...] Federal Trade Commission began tracking tobacco industry marketing expenditures in 1970. Then, in 2000, they increased expenditures another 14 percent to $ 9.6 billion. In 2001, the major tobacco companies increased their marketing expenditures to more than $ 11.4 billion, an increase in tobacco industry marketing of more than 66 percent since 1998. An August 2001 study in the New England Journal of Medicine showed that cigarette companies increased their advertising in youth-oriented magazines after the MSA was signed, especially for the three brands most popular with youth Marlboro, Camel and Newport. [...]