marlboro man talk 9-25-07 (updated)
TRANSCRIPT
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The Marlboro story
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It hasn’t always been smooth sailing…
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U.S. Surgeon General,Luther Terry, M.D.
1964 - The Surgeon General releases the firstU.S. gov’t report linking cigarettes to lung cancer
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1964
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Things that were talked about then…
• Require a warning on every pack• Ban cigarette advertising• Ban sales to minors• Disclose information about tar and nicotine• Treble or quadruple the federal excise tax• Support programs to help people quit• Long-term nationwide program of education• Earmark cigarette taxes to pay for programs
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January 29, 1964Philip Morris Corporate Officers
George Weissman to Joseph F Cullman III
“. . . We must in the near futureprovide some answers which willgive smokers a psychologicalcrutch and a self-rationale tocontinue smoking .
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Give consumers some hope…
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Carlton debuted on 5January 1964, 5 daysbefore the announcedrelease of the SGR
• at 2.7mg Tar, it was
by far the lowest Tarcigarette on the market
• at the time, theaverage was over20mg
A cigarette that is low in ‘tar’ and nicotine—yet high in smoking
pleasure.
some novel design solutions to calmworried smokers…
1964
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The art and science of marketing
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What is marketing??
• means to make a communication about a productor service a purpose of which is to encouragerecipients of the communication to purchase or
use the product or service.• the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers.
• The techniques used to attract and persuadeconsumers.
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In the beginning…
Product marketingfocused on sellingwhat could be massproduced, offeringconsumers littlechoice, butcheapness – one
size fits all… hopeyou like black
Henry Ford and the Model T
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Modern marketers have …
inverted this approachby putting theconsumer first anddesigning productsthat would meet their wants and desires,thus revolutionizingthe way products areproduced and sold
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The key to marketing is to knowyour target audience and to shape
your product and productadvertising to meet their needs,
wants, and desires
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4’Ps of Marketing
• Product – What are you selling?
• Price – What does your product (idea) cost?
• Placement – How is your product distributed?
• Promotion – How do you communicate information about the
product to your target audience
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Marketing research
• the process of systematically gathering,analyzing and interpreting data pertainingto the company's market, customers andcompetitors, with the goal of improvingmarketing decisions.
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• focus of market research is identifying atarget audience and assessing their…
– Needs – Wants – Expectations
– Satisfactions and dissatisfactions
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The tobacco documents haverevealed that nothing in the
marketing of tobacco productshas been left to chance by the
tobacco industry
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Cigarettes makers have been
masters of consumer marketing
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Start with the basicsStart with the basicsThe Four “P’s” The Four “P’s”
• Product
• Promotion
•Placement
•Pricing
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Know your target audience
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Target group #1:
The worried well
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Reassure smokers
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1950 Epidemiologic EvidenceRichard Doll & A. Bradford Hill
(British Medical Journal UK)
Smoking and Carcinoma of the Lung;Preliminary Report
“In other words, it must beconcluded that there is a realassociation between carcinoma
of the lung and smoking.We therefore conclude thatsmoking is a factor, and animportant factor, in theproduction of carcinoma of thelung.”
Sound the alarm
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Ernst L. Wynder and Evarts A. Graham
( JAMA USA)Tobacco Smoking as a PossibleEtiologic Factor in Bronchogenic
Carcinoma
“An elaborate, careful study of 687 lung cancer victims andmore than 700 ‘controls’ revealscigarettes to be “ an importantfactor in the induction of bronchogenic carcinoma .”
1950 Epidemiologic Evidence
1953 Bi l i l E id
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June, 1953
Ernst L. Wynder, Evarts A. Graham& Adele B. Croninger
Experimental Production of Carcinoma with Cigarette TarCancer Research 13:855-864
Of 81 tarred mice, 44 per cent developedhistologically proved carcinomas .
Of 62 mice alive at 12 months, 58 percent developed cancer .”
1953 Biological Evidence- Mouse Painting
O d t h t d d ?
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0
20
40
60
80
100
1950 1960 2000
Unfiltered Filtered
Filters accountedfor 1% of cigsales in 1950,but increased to51% within 10years…
Our products cause cancer … what do we do?Put a filter on it!
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1952 Kent Micronite Filter
“The Micronite Filter . . . made of apure, dust-free material that is so
safe , so effective it has been selectedto help filter the air in hospital operating
rooms.”
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…
Manufacture a controversy!
•Dec 1953: Hill & Knowlton meets with Industry heads.•Heads confirm need for PR campaign which is positivein nature and is entirely “pro-cigarette”
•All agree that the major problem is to get theinformation out, instead of creating new research.
CTR MN 043113
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1955 Timothy V. Hartnett,TIRC Chairman
Reassure the
Question: “Suppose the
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Question: Suppose thetremendous amount of research going on…were to
reveal that there is a cancer-causing agent in cigarettes,what then?”
Dr. C.C. Little: “…it would bemade public immediately…andthen efforts would be taken toattempt to remove thatsubstance or substances.”
-Edward R. Murrow’s Second TV show on“Cigarettes and Lung Cancer” 06/07/55
Dr. Clarence Cook LittleTIRC/CTR Scientific Director
1954-1971
1971 Joseph Cullman Philip Morris1971 Joseph Cullman Philip Morris
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1971 Joseph Cullman, Philip Morris1971 Joseph Cullman, Philip Morris Face the Nation
CEO, Chairman of the BoardCEO, Chairman of the Board Tobacco Institute - Executive Committee Chairman Tobacco Institute - Executive Committee ChairmanCouncil for Tobacco Research - Executive CommitteeCouncil for Tobacco Research - Executive Committee
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1976 James C. Bowling1976 James C. BowlingPhilip Morris, Vice PresidentPhilip Morris, Vice President
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Watch outfor the
applesauce
Helmut WakemanResearch Director atPhilip Morris, 1976
New products to meet consumer needs
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New products to meet consumer needs…
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Vent holes in Marlboro Lights and Marlboro Red(photographs courtesy of Lynn Kozlowski, PhD)
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Filter ventilation
• Probably the most influential designfeature of the modern cigarette
• THE major way standard tar, nicotine, andcarbon monoxide yields are reduced
VENT HOLES
Testing Regimes using linear smoking machine:
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g g g g
Routine analysis of tar, nicotine, and carbon monoxide (TNCO)
FTC/ISO smoking regime:35 ml puff volume,2 s puff, 60 s interval.
High tar
Low tar
Unused
Total particulate matter (TPM):“tar”, nicotine, and water.
In the FTC/ISO regime, the vent holes are exposed to the air, andtherefore allow the smoke to be diluted
Images courtesy CDC
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Filter Cigarettes and Low Tar Cigarettes take over themarket
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Target #2:
Let’s not forget the kids
Replacement Smokers
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Product“ Realistically, if our Realistically, if our Company is to surviveCompany is to survive
and prosper…we must get and prosper…we must get our share of the youthour share of the youthmarket…this will requiremarket…this will require
new brands tailored to thenew brands tailored to the youth market” youth market”-Claude Teague, RJ Reynolds, 1973
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“Contact leading firmsin terms of children’s
research…contact Sesame Street…contact
Gerber, Schwinn,Mattel…”
“Determine why these young people were not
becoming smokers.” ---- Brown & Williamson Tobacco Co.Brown & Williamson Tobacco Co.
April 27, 1977.April 27, 1977.
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A 1974 report to R.J. Reynolds’ Board of A 1974 report to R.J. Reynolds’ Board of Directors illustrates the company’s concern withDirectors illustrates the company’s concern with
market shares among younger smokers definedmarket shares among younger smokers definedas those between theas those between the ages of 14 to 24 yearsages of 14 to 24 years ::
““ Thus, our strategy becomes clear for our Thus, our strategy becomes clear for our established brands:established brands:
1)1) Direct advertising appeal to the Direct advertising appeal to the younger smokers...” younger smokers...”
---R J Reynolds Tobacco Co. “1975 Marketing Plans---R J Reynolds Tobacco Co. “1975 Marketing PlansPresentation.” September 30, 1974.Presentation.” September 30, 1974.
A 1974 summary of aA 1974 summary of a
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A 1974 summary of aA 1974 summary of ameeting held at RJR meeting held at RJR discussed cigarettesdiscussed cigarettes
designed for designed for beginning smokersbeginning smokers ,,noting that such anoting that such a
cigarette should be …cigarette should be …
““ low in irritation and low in irritation and possibly contain added possibly contain added flavors to make it flavors to make it
easier for those whoeasier for those whonever smoked before tonever smoked before toacquire the taste of it acquire the taste of it more quickly.”more quickly.”
-- “Conference report #23.” June 5, 1974. R.J. Reynolds
id tifi d th ifi
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identified the specificcharacteristics to be
used in developing newbrands tailored to theyouth market∗ Nicotine level of 1.0- 1.3
mg/cigarette;
∗ Nicotine absorption minimized
“by holding pH down”∗ Tar content of 12-14
mg/cigarette to achieve desiredtaste and "visible" smoke
* Bland smoke to address “lowtolerance for smoke irritation”of “beginning smoker[s] and
inhaler[s]”
* Suggests 100 mm "to facilitatelighting”
* “Reasonably firm" rod
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Brown and Williamson reviewed newBrown and Williamson reviewed new
concepts for a "concepts for a " youth cigarette youth cigarette ""including cola flavor, apple flavor and aincluding cola flavor, apple flavor and a"" sweet flavor cigarette," sweet flavor cigarette," stating "stating " It's a It's a
well-known fact that teenagers like sweet well-known fact that teenagers like sweet products. Honey might be considered.” products. Honey might be considered.”
- 1972 Brown & Williamson memo- 1972 Brown & Williamson memo
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“…use copy strategies which emphasize product positives to younger adult smokers. Connotationsof ‘weak’, ‘concerned’, or ‘low tar’, should beavoided and elements of ‘mild’, ‘smooth’, ‘rich’,‘smoking pleasure’ should be emphasized.”
In the mid-1980’s marketing executives at
RJR recommended that the company…
Camel's success among YASCamel's success among YAS
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in the late 1980's followedin the late 1980's followedproduct design changesproduct design changes
affecting the brand'saffecting the brand's
smoothness and harshnesssmoothness and harshnessattributes, which coincidedattributes, which coincided
with introduction of thewith introduction of the"Smooth Character" (Joe"Smooth Character" (Joe
Camel) advertising campaign.Camel) advertising campaign.
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Two key areas identified for improvement
were smoothness and sweetness delivery. Smoothness is an identifiedopportunity area for improvement versus
Marlboro, and sweetness can impart adifferent delivery taste dimension whichyounger adult smokers may be receptive to,as evidenced by their taste wants in otherproduct areas.
--Gemma, JL
“Results of MDM Committee Meeting- August 13, 1985”RJR Tobacco Company, August 16, 1985
Bates No.: 505520121 -0126
Good things come in small packages
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g p g
Blue Plastic-like Cylinder Embedded in Filter (Non-smoked)
“Twist” - Camel Exotic Blends – R. J. Reynolds Tobacco Company
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There is as much engineering in acigarette as there is
under the hood of your car.
Prominent Packaging
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Smokeless on the rise
Sales of Smokeless Tobacco
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Sales of Smokeless Tobacco United States, 1986-2001
$0.0$0.2$0.4$0.6$0.8$1.0$1.2$1.4$1.6$1.8$2.0
1986 1989 1992 1995 1998 2001
B i l l i o n s o f D o l l a r s
M oist snuff
Loose Leaf Chewing Tobacc
Source: FTC Report to Congress, 2003
Advertising and Promotional
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gExpenditures for ST
United States, 1986-2001
$0
$50
$100
$150
$200
$250
1986 1989 1992 1995 1998 2001
M i l l i o n s o
f D o l l a r s
Moist snuff
Loose Leaf Chewing Tobacco
Source: FTC Report to Congress, 2001
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Stock Analysts Betting on Smokeless Sector
Prevalence of Snuff Use Among Men by Age
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Prevalence of Snuff Use Among Men, by AgeUnited States, 1970 and 2000
0
0.51
1.52
2.5
33.5
4
18-24 25-34 35-44 45-64 65+
Age
0
0.51
1.52
2.5
33.5
4
18-24 25-34 35-44 45-64 65+
Age
1970 2000
Source: 1970 and 2000 National Health Interview Surveys
Why Wall Street seesupside to spit tobacco –get’em while they’re young
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• Industry documents don’t show muchevidence of bar promotions prior to1970’s
• After 1971 Federal BroadcastAdvertising Ban advertising spendingshifts – Sports marketing – events promotions (concerts, fashion, etc.)
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Why bars?
•Brand sampling
•Targeted marketing
•Reinforcement of brand image
•Bar environment is “smoker friendly”
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1978
REAL Disco – RJ Reynolds
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REAL Disco – RJ ReynoldsPromotion
• Objective: – To provide young adult smokers the
opportunity to learn about and try RJRproducts in a favorable environment
• Measure the effect of different types of disco events on Real – Awareness, trial, and purchase
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Why Discos?
Disco – Stayin’ Alive• Documents highlights the growth of
discos (dance clubs) which haveattracted their target group of 14-18years, 19-25 years and 20-30 years.
• Bar/club themes appear in popular movies – 1977 Saturday Night Fever – 1980 Urban Cowboy
"Newport Nights Disco Dance
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p gContest Research". Jan 1978.
Two main elements:
1. A Dance Contest for Prizes;
2. Free samples of Newportcigarettes, T-shirts and lighters
Promotional concept tested in6 discotheques on LongIsland, NY
Results: Total usage of Newport doubled from pre to post wave (16% to 33%).
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Camel Lights Bar Promotion, 1982
“On t he scheduled night, the Came l Lights Troop would arriveat bar s near college campus eswith o ne RJR employee and 2 to8 girls . The girls were eithe r stude nts or models from a lo calagenc y. On a couple of occa sions
the gi rls wore tight shorts an dCame l Lights T -shirts.”
Product Sampling
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Product Sampling
“The girls handled the samplingand mostly used sample 4’s,
although 20’s were usedsometimes. The managers did notlike the 20’s since it took awayfrom their vending profits”
Fun and Games
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Fun and Games
The games were “stupid” but effective…- Free T-shirt to the tallest man-Camel Lights visor to the shortest girl-Remove own shirt without taking off T-shirt-Chug a glass of beer the fastest won ashirt
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lb
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Marlboro Resort Program
• Promotional effortsthrough 8 bars inDaytona Beach andFt. Lauderdale
• Direct impact on100,000 young adults
• Results in impulsebuying through peer influence
Virginia Slims Legends Bar Night
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Virginia Slims Legends Bar NightConcepts, 1994
• Generate names for data base
• Reinforce brandimage• Create trial
• Leverage the brandequity in tennis
Virginia Slims Legends Bar Night
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Virginia Slims Legends Bar NightConcepts, 1994
“The top lifestyle indexfor single females 21-44 years of age is
fashion clothing,therefore the use of V-Wear incentives andsampler dressconsideration. Playingtennis ranks #4 onlifestyle index.”
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“Marlboro has signed a two year agreement with the owner of Americas Original Sports Bar asan exclusive tobacco sponsor and
promoter in a chain of 8 largesports bars”
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• Place Marlboro permanent signage inhigh impact locations
• Design Marlboro sports themed wall ineach club
• Provide bar Marlboro bar accessories
• Conduct special promotions aroundauto racing and adventure team themes
1998
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1998
Buffalo, NY, 2003
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D t b d k ti g
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Data based marketing
• compiling, analyzing and using data heldabout customers in order to create better tailored, better timed offers that will
maximize customer value and loyalty.
Got mail…
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Tailoring communications to the wants
and needs of consumers
Debit-Boro
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Moscow, January 2007
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Product Placement
Let’s go to a movie
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Let s go to a movie…
Of the top 50 box office hits in2000, 66% featured tobacco use
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Superman II October 18, 1979
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No. 105No. 103
Point of sale marketing
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Exterior Interior
Point of sale marketing
Get your drugs and your smokes
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Get your drugs and your smokes…
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Price isimportant
Higher taxes put thesqueeze on smoking
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q g
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So how about some cheap smokes?
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…or some free stuff to mak e itseem like you r not s pendin g somuch cas h!!
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Adapt to changing circumstances…
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STRATEGIC PLAN
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STRATEGIC PLAN
• Image enhancement• Corporate alliances• FDA regulation• Pharmaceutical model• University partnerships•
USA complacency
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Tobacco consumption isincreasing in the developingworld, especially in India andSE Asia and Eastern Europe
Where is the burden increasing thef 1990 2020?
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fastest, 1990 to 2020?
India+1400%Middle
EasternCrescent+700%
India+1400%Middle
EasternCrescent+700%LatinAmerican
andCaribbean
+300%
India+1400%
India+1400%Middle
EasternCrescent+700%LatinAmerican
andCaribbean
+300%
Other Asiaand Islands
+250%India
+1400%MiddleEastern
Crescent+700%LatinAmerican
andCaribbean
+300%
Sub-Saharan
Africa+200%
Other Asiaand Islands
+250%India
+1400%MiddleEastern
Crescent+700%LatinAmerican
andCaribbean
+300%
Sub-Saharan
Africa+200%
Other Asiaand Islands
+250%
China+175%
India+1400%Middle
EasternCrescent+700%LatinAmerican
andCaribbean
+300%
Sub-Saharan
Africa+200%
Other Asiaand Islands
+250%
China+175%
Formerly SocialistEconomies of Europe
+120%
India+1400%Middle
EasternCrescent+700%LatinAmerican
andCaribbean
+300%
Sub-Saharan
Africa+200%
Other Asiaand Islands
+250%
China+175%
Formerly SocialistEconomies of Europe
+120%Established Market
Economies+18%
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Why should the devil have all
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Why should the devil have all
the best tunes?We can learn a lot about how
to become more successfulmarketing tobacco controlby understanding how
commercial marketers, likePhilip Morris have goneabout selling cigarettes
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20 years ago….
smokers were told…
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What theysay aboutnicotineaddiction
Treatment options for smokerswere pretty limited
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were pretty limited…
Patch
Gum
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20 years later, things have improved
Insurance
New programs, policies, and attitudes…
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Practice guidelines
Provider Counseling
Network of Quit Lines
Tobacco industry credibilityOTC medications
Insurance
…and new efficacious medications
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…but, it is unclear if any of this hascontributed to increased quitting
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Further complicating things is ablurring of the lines taking placebetween tobacco products and
cessation products
Weird smokes for the worried well…
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Ariva
TobaccoLozenge:Not FDA-Approved
FDA-Approved
NRT
CVS,Washington,DC, Spring
2002
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maybe we shouldstart by asking the
consumer what
they want …
Would “think seriously about stoppingsmoking in the next 6 months”
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smoking in the next 6 monthsBecause of…
53
49
32
28
26
23
22
21
0 20 40 60 80
Free nicotine patches/gum
Win money by quitting
Pay taxes on reservation
Phone support lineGraphic TV ads
Graphic warnings on packs
Smoking ban at bars
Smoking ban at work
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Call volume to the Quit Line in response to NewYork City Free patch Give Away Program
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(>425,000 calls in 1 st 3-days!!!)
4 1 1 8 2
2 3 6 8 4 0
9 9 5 5 8
5 8 7 7
9 6 9
3 0 1 0
1 5 2 6
1 2 5 8
1 3 2 6
9 9 1
3 8 9
2 5 1
7 4 9
8 4 4
8 7 5
8 0 1
5 3 7 4
1 2 6 9
6 7 4
2 0 3 4
1 0 2 5
9 9 3
8 5 6
7 9 9
3 9 1
3 0 1
8 7 4
8 1 0
7 0 5
6 6 1
5 9 5
1 9 8 4
2 8 7
8 9 4
8 6 2
6 3 6
6 1 1
2 3 4 2
4 2 8
1 3 6 8
9 1 0
6 1 3
6 1 3
0
50000
100000
150000
200000
250000
4 / 2 / 0
3
4 / 9 / 0
3
4 / 1 6 / 0
3
4 / 2 3 / 0
3
4 / 3 0 / 0
3
5 / 7 / 0
3
5 / 1 4 / 0
3
Average weekly call volume to the Quitline Before,During, and After the Offer for Free NRT
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Intervention Voucher for2-week supplyof NRT
1-Week supply of nicotinepatches
2-Week supply
of nicotinepatches
6-Weekssupply of nicotinepatches
Ratio of calls to theQuitline during the free
NRT program and4-weeks before theoffer
4.95 4.97 15.5 13.1
Ratio of calls to theQuitline during the freeNRT program and
4-weeks after the offer
4.39 3.82 9.13 13.4
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A little bribery doesn’t hurt…
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Background
A dozen Quit & Win contests conducted inNYS offering smokers a chance to win cash
Results•Several thousand smokers signed up to quit•Most were heavy smokers•>80% said they made a quit attempt•1/3 rd reported not smoking
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Anticipate new and improved products…
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…new product line-extensions to maketreatments more attractive for consumers….
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designer patches Flavored gum Nicotine lipstick
Nicotine beer
…how about a national quit brand?
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…new initiatives that will impacttobacco use behaviors
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New practiceguidelinesdue out in 2008
FDA regulation of tobacco products
+
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Find out what people think….
Problems in risk perceptionGeneral rule:
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General rule:People don’t always perceive risk correctly
Differences in …..
Awareness of a a riskBelief that the risk is real
Acceptance that one is at risk
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Largegraphicwarningsnow are
mandated byover a dozencountries
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Put it all together
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Test your communications
Study comparing two mailings to prompt calls to the Quitline
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DreadEvery cigarette yousmoke does your body
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smoke does your bodydamage
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Personal testimonials work well
Victim identified
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test new ways to make quitting assistanceaccessible to tobacco users…
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www.Bobquits.com
Come up with clever ways topromote the product to consumers
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Call 1-800-QUIT NOWfor help to stop smoking
Calls to the New Zealand Quit Line increased by 16% when
th b i t d k
Cold call studyRandom sample of
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• 41% said YES• Females 2x more
likely than males toaccept offer
• No other differences
Random sample of 121 smokers calledand asked…
“The Quit Line provides a free starter kit of nicotine patchesand counseling.Would you like me totransfer you ?”
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Broaden the target audience
Tobacco control is more thansmoking cessation
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Reframe the problem so it issimple for people to understand
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Pablo Escobar
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Narco-Terrorist
Osama bin Laden
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Religious-Terrorist
Philip Morris
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Tobacco-Terrorist
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Civil Rights
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Be prepared to fight for whatyou believe…
John Banzhaf Action on smoking or health
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Think about ways to speed up
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the diffusion process?
FASTER, FASTER, FASTER!!!Need to disseminate policies more quickly.
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• In the 20 th century, smoking causedti t d 100 illi d th
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an estimated 100 million deathsworldwide.
• In the 21 st century, if current usagepatterns persist, smoking will causeapproximately 1 billion deaths
Potential of Policies to Flatten the Curve
520
Estimated cumulative tobacco deaths1950-2050 Impact of policies
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190
340
500
070
220
520
300
400
500
2025 205020001950
100
200
Year
Tobaccodeaths(millions)
World Bank. Curbing the epidemic: Governments and the economics of tobacco control. World Bank Publications, 1999. p80.
p p
depends on twofactors:
– Intervention date
– Effect size
Make use of communications channels(pictures speak louder than words)
90
100 "Have you noticed information that talks about thedangers of smoking or encourages quitting "
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88%
65% 64%
56%
39%33%
25%
11%0
10
20
30
40
50
60
70
80
90
TV CigarettePacks
Print Poster Radio Leaflets Stores Internet
dangers of smoking or encourages quitting….
Y e s
( % )
CAN AUS UK US
84% 69% 56% 47%*
“Have you noticed information that talks about the dangers of smoking or encourages quitting on CIGARETTE PACKS?”
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No. 105
Invest in research…
SpecialProjects
• Simple studies can anchor advocates indata
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data – Consistent message – Anchored in science more credibility
• Can generate earned media• Push decision makers to face real data
instead of anecdotes
WWW.tobaccofreeair.org
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Don’t forget about home…
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ID#03 smoking room and non-smoking room, superimposed
1600
1800
smoking room non-smoking room
Start: 4/13/06
7:35pmEnd: 4/16/06
2:15pm
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0
200
400
600
800
1000
1200
1400
Time
P M 2
. 5 l e v e
l
Started withwindow open,then closedwindow here
Smoked 10 cigarettes, thenwent to bed, day 1
Woke up day 2, openedwindow and startedsmoking (17 cigarettesfor day 2) before closingwindow and retiring tobed
Woke up day 3, openedwindow and smoked 7cigarettes in the daytime
Smoked 1 cigarette, then shutwindow and smoked 17 morecigarettes before retiring to bed
Went to bed, day 3
Woke up, openedwindow and smoked6 cigarettes, day 4
728 sq ft
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Band together with your friends
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Learn from those who are theearly adopters
Reported Smoking in Bars/Pubs—Last Visit
Smoke-free Ireland
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0
20
40
60
80
100
Pre-Legislation
Post-Legislation
W e i g
h t e d % o f
R e s p o n
d e n
t s
U.K.
Ireland
Source: Fong et al. Tobacco Control 2005.
Conclusions:
1. The smoke-free law led to near-total
elimination of smoking in key publicvenues in Ireland (especially in pubs)
2. A very high proportion of U.K. workerscontinue to be exposed to tobacco
smoke
Record Drop in Consumption inNew York City
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- Confluence of clean air, tax increase,media campaign, free NRT
- 11% consumption drop 1 year after NewYork City smoke-free law took effect
If the California and Massachusetts tobacco
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1.45
1.131.00
0.0
0.5
1.0
1.5
2.0
HIGH:CA, Mass
MEDIUM:NY, NJ, Ore, WA
LOW:IA, NC, NM,
RelativeRisk
If the California and Massachusetts tobaccoControl programs were cigarette brandsthey would represent 6% of the market share(3 rd only to Marlboro and Newport)
Lung cancer incidencein California
73
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55
57
59
61
63
65
67
69
71
1975 1980 1985 1990 1995 2000
A g e a d
j u s
t e d i n c
i d e n c e
( c a s e s
/ 1 0 0
, 0 0 0 / y e a r )
Anti-tobaccoprogram
14% reduction
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A few Take Home Points
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TobaccoControl islikeplumbing
Thetobacco
Tobacco Industry – 5Ps
•Promotions & advertising•Product placement•Price marketing
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tobaccoindustryturns on
thefaucet
•Price marketing•Product manipulation•Political contributions
Tobacco Industry
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Replacementsmokers(mainly teens)
flow intothe sink
NicotineTobacco Industry
•Health reassurance•Filters
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addictionandmarketing
make it hardfor thosecaught
in thesink to getout alive
Nicotine Addiction
Filters•low T&N•PREPs
TobaccoControl
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Plumbing(call roto-rooter)
Tobacco Control VaccineNicotine AddictionIncrease tobacco taxes
Smoke-free policiesComprehensive ad banPublic educationMeaningful product warningsCommon sense product regulationAccess to smoking cessation services
Some lessons learned…• We can learn a lot from business
– marketing principles and research
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• Information matters, but is usually not enough – incentives, convenience, context, skills
• The world is always changing – anticipate and exploit new modalities for communicating (internet, textmessaging, direct mail)
• Small effects matter (market share) – reach vs. efficacy – short vs. long-term view
In the United States….
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s
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B a d N e w f o r
Big
We’re making progress…
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