How Cigarette Companies are Targeting Their Customers - Research Paper Example

How cigarette companies are targeting their s? How cigarette companies are targeting their s? “On June 22, new FDA regulations restricting the sale and distribution of cigarettes and smokeless tobacco to protect children and adolescents take effect”(U.S. Food and drug administration, 2010). President Obama has signed this bill with an intention to save the life of future generation from the tobacco related health problems. However, cigarette manufacturers are smarter than the authorities and they are finding new ways to spread smoking among people as much as possible. Even though nobody has any doubts about the health problems associated with smoking, as in the case of alcoholism and drug addiction, smoking is an addiction to many people. Cigarette manufacturers are more interested in safeguarding their business interests rather than the interests of the people or the country. It should be noted that government is getting huge money as taxes given by the cigarette manufacturers and therefore it is impossible for the government to completely ban this activity. Cigarette manufacturers know this fact very well and they are finding new ways to spread smoking. This paper analyses how cigarette companies are targeting their customers. Strategies of tobacco manufacturers to attract customers Tobacco company research confirmed the association between tobacco use and alcohol use. Cigarette manufacturers explored promotional strategies linking cigarettes and alcohol, such as jointly sponsoring special events with alcohol companies to lower the cost of sponsorships, increase consumer appeal, reinforce brand identity, and generate increased cigarette sales. They also pursued promotions that tied cigarette sales to alcohol purchases, and cigarette promotional events frequently featured alcohol discounts or encouraged alcohol use. Tobacco companies numerous marketing strategies linking cigarettes with alcohol may have reinforced the use of both substances. Because using tobacco and alcohol together makes it harder to quit smoking (Jiang & Ling, 2011, p.1942). The nexus between liquor manufacturers and cigarette companies is well documented by many studies. It should be noted that many people have the habit of smoking at the time of drinking alcohol. In fact smoking, while drinking, is an essential activity to get the maximum pleasure out of drinking. Tobacco manufacturers know this fact very well and they are offering cigarettes for every purchase of liquor bottles. Thus both liquor manufacturers and cigarette manufacturers are reaping profits. It should be noted that the combined effect of alcohol and cigarette smoke create addiction so that the smokers or the drinkers will never quit their bad habits. In fact their body will never allow them to get rid of smoking or drinking habits. Tischler (2012) pointed out another strategy by cigarette manufacturers to inject smoking habits among teenagers. Menthol-flavored cigarettes are so popular among teenagers (Tischler, 2012, p.38). Even though FDA has restricted or banned the use of flavorings in cigarettes, tobacco manufacturers are encouraging teenage community to experiment such cigarettes. Teenage community is always on the lookout for new things. Traditional cigarette smokes may not be so much attractive to them. Under such circumstances, flavored smokes may catch their attention more easily. “Smoking in movies is often associated with the characteristics that adolescents find appealing, such as toughness, sexiness and rebelliousness” (Hood Center, 2006) “There is mounting evidence suggesting that adolescents whose favorite actors or actresses smoke on screen are more inclined to take up smoking themselves” (Anti-smoking ads at the cinema only work for young non-smokers, 2007). Advertising is another channel through which tobacco manufacturers are trying to reach out customers. Smoking celebrities like film stars and sport personalities can force the non-smokers to smoke. Hero worshipping and imitating is common among most of the people. While celebrities smoke cigarettes in a particular way, non-smokers may develop an interest to imitate such mannerisms. Initially, they may start smoking just for a joke; but they may not stop it because of the addiction cigarette smoke can develop in their blood. Moreover, nonsmokers may think that celebrities are knowledgeable people and they may not engage in smoking if smoking is dangerous to health. Cigarette companies know this consumer psychology very well and they use the services of celebrities to sell their tobacco products. Nineteen longitudinal studies that followed up a total of over 29,000 baseline nonsmokers measured exposure or receptivity to advertising and promotion in a variety of ways, including having a favorite advertisement or an index of receptivity based on awareness of advertising and ownership of a promotional item. One study measured the number of tobacco advertisements in magazines read by participants. All studies assessed smoking behavior change in participants who reported not smoking at baseline. In 18 of the 19 studies the nonsmoking adolescents who were more aware of tobacco advertising or receptive to it, were more likely to have experimented with cigarettes or become smokers at follow up. There was variation in the strength of association, and the degree to which potential confounders were controlled for. Longitudinal studies consistently suggest that exposure to tobacco advertising and promotion is associated with the likelihood that adolescents will start to smoke (Lovato et al., 2011) Printed ads and television ads can also influence non-smokers very much. “The 1987 marketing document from the Philip Morris collection reveals an ad agency testing various themes about secondhand smoke on behalf of the Philip Morris Tobacco Company. A major theme of the ads was that "the case isnt proven" that secondhand tobacco smoke harms nonsmokers”(Secondary Smoke Advertisements, 2008). In other words, Philip Morris is trying to mislead the people with the help of false ads. Cigarette manufacturers often argue that smoking is a private matter which should not be restricted by any means. So they wanted to spread the message that second hand smoke may not cause much health problems. They know very well that the concerns about second hand smoke forced the authorities to prohibit smoking in public places. Tobacco manufacturers wanted to spread the message that second hand smoke may not cause much harm in order to avoid protests from nonsmokers. Studies pertaining to nonsmokers and their introduction to tobacco advertisement reveal that nonsmoker adolescents who were more familiar with or responsive to tobacco advertisement had the potential to become smokers afterwards. Recent studies have revealed that cigarette companies are still promoting advertisements that have a greater influence on young people in contrast to anti-smoking announcements. According to the Federal Trade Commission cigarette manufacturing companies spend approximately $1.06 billion for the promotion of cigarettes. A large amount of this money is spent at the retail store level targeting youngsters and teenagers. (How Advertising Impacts Smoking?, 2007) It is mandatory to display the slogan ‘Smoking is injurious to health’ on every cigarette packets as well as tobacco ads; however, it should be noted that cigarette manufacturers are deliberately making the font size of this statutory warning too small so that nobody will notice it. In fact, it is contradictory to display themes in favor and against smoking in the same advertisement. In other words, cigarette manufacturers and the governments are cheating the public by displaying such ads. If the government really wants a control over the public smoking habits, then they should prohibit tobacco usages rather than putting slogans on advertising materials against it. Moreover, they are taking every step to display this statutory warning at some corners where the attention of the people may not reach easily. Smoking advertisements always give more emphasize to their promotional activities rather than the statutory requirements. The intentions of the tobacco manufacturers are to force the nonsmokers to smoke; under such circumstances they will do everything possible to avoid legal requirements as much as possible. Although in the area with wealthier socioeconomic status the age at which smoking started was one year more, the number of days of smoking, number of consumed cigarettes, not willingness to quit smoking, ease of access to cigarettes, mother and siblings smoking were more frequent (Rezaei et al., 2011, p.224). The findings from the above studies clearly suggest that tobacco manufacturers concentrate more on wealthier regions in the society to sell their products. Smoking is often been taken as a status symbol by many people. In the meetings or gatherings of wealthy people smoking has a definite role. Tobacco manufacturers know this fact very well and they target their advertisements in such regions. Poor people may not have good access to print or electronic advertisements compared to wealthy people. Cigarette manufactures spread the message that a limited number of cigarette smoking may not cause much health problems. Moreover, they are trying to convince the public that filter cigarettes have the ability to filter out harmful ingredients from cigarette smoke. It is a fact that even secondary smoke causes severe harm to the people. It is difficult to fix certain boundaries to label smoking as a safe activity. However, cigarette manufacturers are trying to mislead the public with the help of exaggerated ads. Conclusions Cigarette manufacturers have the ability to mislead the public with the help of misleading ads. They are seeking the services of celebrities to promote their products. They are not obeying statutory requirements properly and prevent the people from knowing the side effects of smoking. They are concentrating on wealthier regions in the society to promote their products. Instead of traditional cigarettes, flavored cigarettes were introduced in the market by cigarette manufacturers as a strategy to attract teenage community. References 1. Anti-smoking ads at the cinema only work for young non-smokers, (2007) Retrieved http://www.news-medical.net/news/2007/06/14/26265.aspx 2. Hood Center, (2006), Smoking Media Influences, Retrieved from http://hoodcenter.dartmouth.edu/research-programs/smoking/media_influences.html 3. How Advertising Impacts Smoking?, (2007), Retrieved from http://smoking.ygoy.com/how-advertising-impacts-smoking/ 4. Jiang, N. & Ling, P.M. (2011). Reinforcement of Smoking and Drinking: Tobacco Marketing Strategies Linked With Alcohol in the United States. American Journal of Public Health, Oct2011, Vol. 101 Issue 10, p1942-1954, 5. Lovato C., Watts A. & Stead, L.F, Impact of tobacco advertising and promotion on increasing adolescent smoking behaviours. Cochrane Database Of Systematic Reviews (Online) [Cochrane Database Syst Rev], ISSN: 1469-493X, 2011 Oct 05 6. Secondary Smoke Advertisements, (2008). Retrieved from http://www.sourcewatch.org/index.php?title=Secondary_Smoke_Advertisements 7. Tischler, L. (2012). Smoking Out Big Tobacco. Fast Company, Feb2012, Issue 162, p38- 41 8. U.S. Food and drug administration, (2010). Tobacco Products. Retrieved from http://www.fda.gov/TobaccoProducts/ProtectingKidsfromTobacco/RegsRestrictingSale/ucm204589.htm Read More