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POP goes the power wall? Taking aim at tobacco promotional strategies utilised at retail

Correspondence to:
Professor Timothy Dewhirst
Dept of Management & Marketing, College of Commerce, University of Saskatchewan, 25 Campus Drive, Saskatoon, SK, S7N 5A7, Canada; dewhirst@commerce.usask.ca

Keywords: promotion; power wall; retail

The first 150 words of the full text of this article appear below.

Tobacco firms face an increasingly stringent regulatory environment. Despite having fewer viable options in the promotional mix, industry promotional spending has persisted, reaching record levels. In the USA, $11.22 billion was spent on tobacco promotion during 2001.¹ Once one form of promotion is banned, tobacco firms utilise other marketing strategies to continue communicating brand imagery. Radio and television advertising was no longer acceptable for cigarettes in New Zealand, the UK, the USA, Canada, and Australia, commencing in 1963, 1965, 1971, 1972, and 1976, respectively. Consequently, the tobacco industry shifted their promotional spending largely toward the print media. Individual tobacco companies also turned to sponsoring broadcast sports events to compensate for lost broadcast advertising exposure. In Canada, with the implementation of the Tobacco Products Control Act that stipulated a ban on tobacco product advertising, expenditures on sponsorship increased considerably during the late 1980s and early 1990s.² And once bans were . . . [Full text of this article]

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