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Case Example: The Cigar Aficianado

Case Example: The Cigar Aficianado. Example: Marketing to Cigar Smokers. Smoking looks cool!. Thompson Cigar Catalog. Cigar Nexus Survey. Tobacco & advertising. With all these adverse ad campaigns, why have global consumers continued to smoke over 5.7 trillion cigarettes annually?

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Case Example: The Cigar Aficianado

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  1. Case Example: The Cigar Aficianado

  2. Example: Marketing to Cigar Smokers Smoking looks cool! Thompson Cigar Catalog Cigar Nexus Survey

  3. Tobacco & advertising

  4. With all these adverse ad campaigns, why have global consumers continued to smoke over 5.7 trillion cigarettes annually? • About a third of males smoke globally • 15 billion cigarettes sold daily (10m a minute) • Smoking related diseases affect 438,000 Americans annually

  5. However, the unbranded images (e.g. cowboy) activated more cravings among smokers than the branded images (e.g. cigarette packs). The brain scans revealed increased brain activity when exposed to cigarette packs as well as the Western imagery in a small region of the brain called the nucleus accumbens, which controls pleasures and addictions. When people aren’t consciously aware they are being exposed to advertising message, they let their guard down.

  6. Cigarette warnings, no matter how gruesome, actually stimulated the nucleus accumbens (“Craving spot”) • Overt, direct, visually explicit antismoking messages did more to encourage smoking than any commercial promoting smoking could have • Subsequent studies with subliminal images only related to cigarette commercials elicited the same responses as the actual commercials • In 1997 a British tobacco brand, Silk Cut, was portrayed against a purple silk background in every ad. Following an advertising ban, billboards only showed a logo-free swath of purple silk. 98% of consumers identified the BB related to Silk Cut although the could not say why

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