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17/ industry promotion CYAN MAGENTA YELLOW BLACK

Most popular brand by country

17 Promotion ICELAND 1999 or latest available data John Player RUSSIAN Prima are possibly the most FED. UNITED marketed product in the world. KINGDOM Astra While there is no reliable IRELAND Benson & Hedges Sportsman NETH. estimate of global cigarette Petra CZECH Bristol LUX. REPUBLIC marketing expenditures, it is Sopianae RUSSIAN Casino other brands Players Carpati clearly in the tens of billions of SWITZ. FEDERATION ÒSponsorship is a Memphis Delta named where known US dollars a year. of advertising Victory Red In the USA alone over which enables us to $10 billion is spent a year on introduce glamour SG marketing cigarettes, and this at a and excitement.Ó MONGOLIA time when advertising is MOROCCO Mild Seven Michael Whitbread, prohibited on television and OF AMERICA Gallaher This REP. The Marlboro radio, when there are limitations International, Rothmans KOREA Man was the top Hongtashan on certain types of outdoor ,1986 Time ad icon of the MOROCCO Red & White advertising and sponsorship, and Casa Sports KUWAIT when cigarette sales are falling. CUBA Cleopatra BAHRAIN Nacional QATAR 20th UAE Annual marketing expenditure is Hong Kong PUERTO RICO VIET NAM SAR century over $200 per smoker, and over Rubios OMAN Craven “A” Wills Gold Flake Vinataba according to Hope 46 cents for every pack sold. EL SALVADOR PHILIPPINES Advertising Age Promotional allowances, that is & TOBAGO Three Rings Krong Thip A GUYANA N

A payments made to retailers to H G Tresor CAMEROON facilitate sales, account for 41 Diplomat

Stella percent of the total expenditure DEM. REP. on cigarette marketing. CONGO Commodore Cigarette marketing is bolder and aggressive in developing countries than it is in the Madison developed world. Cigarette advertising on television and radio (Philip Morris) is common, and a variety of other Peter Stuyvesant FIJI venues are exploited. These SOUTH Marlboro include sports, arts, pop, fashion and street events, adventure 350 billion tours, contests, give-aways and Holiday $9,575m the internet. How the marketing Changes in cigarette marketing NEW There are also the hidden dollar is spent in the USA expenditure in the USA 1970-99 ZEALAND 2000 advertisements such as the Hongtashan US$ million (China Monopoly) placement of cigarette cigarette consumption per person 4 amount spent US $million and tobacco products in films. In 233 265 310

93 $4,895m billion 52 3,914 addition there is sponsorship of 347 () 3,516 (China Monopoly) 295 3,969 4,095 3,858 $3,992m 0.95 universities, good-will donations 9 3,400 for community events, and Mild SevenRed China (China Monopoly) 2,827 (China Monopoly) (Reemsta) advertising of other goods and 22 $2,476m 2,482 Baisha 128 1,975 Honghe Prima

products bearing the cigarette 705 $1,242m 130 130 name. Such marketing is seen billion billion sports 110 direct mail advertising $361m $491m 103 100 throughout both the developed newspaper advertising billion billion billion promotional allowances special offers and gifts coupons point of sale advertising entertainment sponsorship magazine advertising speciality item distribution internet advertising and the developing world. samples outdoor advertising advertising on public transport 1970 1975 1980 1985 1990 1995 2000 World’s most popular brands 1999 58 59