O :2 ~1 Cc u CllbeQ~~~a-~~ke~se~l ~' ' ~ ~" -- W r~ib '~3T·' GUIDELINES O~ CO~MIINICATIO~ RESTRICTIONS AND h'EW QPPORTUNITI~S ~ MARKETI~G ~esteb~rg Ijti7 . /71h May, 1979 ~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~~ pl~' ?y~ r~U/I ii c~i~L. ~a a ~I s I I -t~i~iLydi- 1~ ~Ry~~ ny,~ i I~ 10 Y y rl c~-GtC·C~ ~'2'2 ~ai PAds ''a j· ~- ·U :1 (IJCI~UV·*C~Ltk·-l ~1 ll~y··iI''a·~i cr--~c(r~,r . o CllbP~F - Mnn~~?i~t~ecii-'~~l~~~~ -- GU1D2tlNES ON CO~hrZICATION RESTRICTIOZS AND N611 OPPORTUNITIES IN KARilETlNG J~sTEnvne 13th -17th Hay, 1919 lN'fPODUCTlON I ~ oveniev ct the progf~s~s~5_tlcads. in.Festrictions on advertising up ·I tP~19_95llb~riad iry jh,~erodictin. ~i Ihrketlml ~diiran, icpnc:udpr that I th~l~relpeotr u, p~orll~r th, lollaing rcarpns. It is litimat~d thatl.rmii are poor thei50jnost i~a~Drt~nt D,A,r, ~f~q~bg ..number conpletdy free of all bans ...·~rse~ul~mr. and restrictions will have diminished from 8 tin 1979) to 2, land that those with ,lre~13~1c~3· ~,....~·-· cC*"CU~U-I·I~-·~·~~ complete bans on all media will have increased from 8 to 221 Among the remainder, there will be, over the period, an increase in the number of media banned or restricted in various vays, L~_~·~ ~m· bans apart,: rcstrictions'of varying seventy perraln to the content, style, .I I !ity to timing, site and location of advertising, They adverscl affect the ~ Clecl~~ YYI F"~nicate product and user imn?e qualities primariladve~isine YI ie, thel "persuasive " ~ecl~~ td However, under the most severe restrictions they mi~e I it difficult to achieve awareness of the brand and also reduce the accuracy' of reach to potential smokers, lt is, of course, the~broadcast media, 1Y and radio, which are most effective in coa~nicating image characteristics, and these are the very media whic~ are most vulnerable and subject either to complete ban or to severe restrictions' on their use (albeit often voluntarily by the industry), Thus the predictions referred to above envisage that over the next Irl yr!ars, amo!!g the jO aa~cts, TV will be unavailable in 39 and radio in :6 markets, tinema, which like m and radio, can dramatically convey the unique brand and product qualities in a ncnlorabie way, will he banned in 31 marl;cts. Outdoor and press advertising, it is forecast, will probably be available to tobacco advertising in about half of the mr,ckcts, but point of sale advertising will be remitted in most markets for many years yet, Uhilst worldwide trends are reasonably well defiilcd, the particular sequences of cause and effect in any one market hue been less predictable, It srrms that the many diverse factors which compose the threat to f:ac communicstioq are a uniclue compound in each market, khile they a:e difficult to predict, to orerl~o$ theta is to riEl; being then un~wws and ignore unsible plarJled strategies (thcse can be worked out perfectly will to prevent O thtir vcrat Pflects nltedalisingl ~3 03 fO O Clit; PDF -!::!!::!!::!.f3 StlC:~: D ~i~ -- ~hether constrained by conditions of total ban or- of partial bans with 'ejtrictiPns on available medial or by restrictions across most media vithout outright bans, the difficulties of communication are much the same, even though they may differ in degree, The problem to be overcome is the reduced opportunity ~for the consumer (a) to become aware of the existence of the brand, (b) to achieve immediate recognition of its visual characteristics and (c) most difficult of ;j all, to receive the complex message which transmits its essential image in such a way that it motivates the consumer touards repeated purchases, It is against this background that the following guidelines to the formulation of strategies by companies have been derived from the proceedings of the Jesteburg Conference, I, TdE NEEp FOA EE~RLY PI~VIXG, C~UPLEP VITH CH~Z~Y;E~ ~h' STAFF ATTIrVDES II In preparing for the longer term future of eoa~munication to the consumer, companies must Fontinuousr~ up-date their predictions ci the modes of cornmunicatior. which ill become unavailable and the timing, In order to do this effectively, it is necessary to be aware of all those factors which are likely to create bans in a given country and those which may inhibit their introduction, These factors were set out at length in Session Ii or the Conference Proceedings, (5ee Appendix) 21 Itne il~at,lf9I9li~'i~ll~~ Following careful assessment of the situation, the importance of bringing ~il~!·'plans to flllition and initiating action wellpelore bans or severe restrictions ..,,. ~~~-~~ . *~~~.c..... ~~ ~~~.. . · ~-..·rcn ·..... . ~~~.~. ,...,;,,~u·~..p, ~5·'C ·rq~~ I~'I;.C~ are imposed is absolutely viral, j This is rho most important single lesson to be ~~" ~-- ---·c~-- f ~il', leatnt from those ma'kets which are suffering now iron complete or virtual complete bans on all communication to consumers, 3, 111 staff members in the company must appreciate changes and their signifi- cance in the marketing environment, especially in the total ban situation, Changes in ohjc·ctiocs and targets must be well understood where severe restrictions have occurred, together kith the underlying corporate philosophy, it should be rceopised that resistance may be encountered amongst staff where rapid change is deaa~~cted, that this reaction Dust be anticipated and managed effectively from the outset, In order to improve morale and drive in the market place, company unity dth iutsr-depa~tmental co·operrtion and interaction is essentials i!, ~nduetics traini:!a vit21 new recruits, and re-training of existing staff should be expanded so as to include skills in publicity, so that they may be O effective aSassadors of the E:a3wyt whenever necessary, 0~· Ci: c· Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111~ Il, me Hem TOLT~YATENEW S~IL1S IX' U)~RIS~WLTION II It is of considerable importance that the advertising skills of practitioners within the companies and within the agencies should be applied to the new rhailenges and adjus;cd to meet them, Ihre:ti8ing ar, it relates to the cigarette business is by no means defunct, Many of the techniques whic'l need to be applied to cigarette communication are available within Agency expertise and can be transferred from other product fields, Tnese skills must be harnessed to our changing needs so that they contribute to the creation and application of new creative concepts, and the formulation and execution of coplrmmicatioa strategies, 21 Adaptations of existing campaign themes developed for the electronic media to the static media and promotions should be undertaken at the earliest opportunity in anticipation of selective bans, It is likely that some media will be available in many countries for several years yet, This is particularly true of Press, Outdoor and Point of Sale, Conceptual Studies should be undertaken of the ways in which the product and image components can be most effectively conveyed via these static media, Already there lire lessons to be learned in developing new creative concepts (FrRnce), in new perceptual display techniques (Cnada), and in the development of highly focussed copy and graphics in print n'edia (1'Y), All of these mako better use of the brief moment available, residually, to communicate, 31 Advertising to the trade is likely to be permitted in almost all cour.trics long After advertising to the consumers has been withdrawn, Companies must seek ways to strengthen and exploit it, This will entail more effort to seare the goodvill of the retailer including the development of good long-term personal relationships and highly effective trade inducements, 4( As advc~ising bans tend to fall unevenly oil countries within regions, ~I.··.···- r·· · -'·-~n,.,,__~_ ~CCII·l··) ~II· ····~-·~I·*··I·I· ·I CI·.l.~ ~I·I·*·- companies shcluld explore the opportunities to cp·operate ons with another L,j' X -- O-e~·-r·- ......,~~II -~-~ .I·~.,~CC-··U I,..~HI·.~···r·l··+·~)r·e· beaming TV and radio advertising, for exaplc, into a 'b;n' country, Obviously ~CIY~II- _. ·)·. -l- I··~.-·h~ ·I(· II·C·ICI·· I~I the political risks of this action must be we! ;I;hed up and treated with prudence. i 'I ''" ~L-·~~·~,,...er-r~~ l-NC'"U -I-~1· I ····I 1C3-C·1 )-~CI ~- · -··I-~ Ill, THC XEm FOR A BIGBI,Y OCIEIOPm AND EXPERT FTEID MRCE I, bans and restrictions an media advertising will tend to accelerate those stringent effects on Irce competitive activity caused by the growing concentrJtic;n :.3 oI povc: vithin 1y0o Fctnil chains, Complnicr must, thcrcfprc, ranpp:ise the r j~ role of the rici2 sales rep:escntlltive to take account or the chzngc·s in priorities I and objectives, j Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill 2, When media are not freely available and new brands proliferate in a "health-segmented" market, the usual strategy of developing a slow but steady awareness, and the gradual cwtension of trial-and-repeat purchase may well be less appropriate, if success is to be achieved, tighter segmentation of both the consumer and distributive markets may be essential uith rapid distribution, consumer trial and repeat purchase. At the simplest level, this will require more frequent calls on both wholesalers and retailers, Beyond this, field force re-crg~nisation will also be demanded, plus new techniques in co~nunicating product/brand propositions both to the trade and directly to the consumer, 3, While there Kill always remain jobs at a lover level of skill, eg, shell- jilling by part-time housewives, advanced and more spedalised skills will be demuldcd of the i~ture sales force. I higher level of technical knowledge relating to the product and its manufacture in order to deal with questions posed to him about cigarette const~ction and its consequences will be essential, Some groups of field representatives will need to be skilled negotiators, able to establish good personal relationships with high level trade buyers, Special task forces may be appropriate to achieve specific objectives in certain market segments, eg, for international brands, for special events and·for consumer contacts 4, The implications of these changes are that: (i) with specialisation, sales forces will be bigger, (ii) resilient personalities, higher levels of intelligence and educational qualifications will be sought in future recruits, (iii) the processes of recruitment, selection and training must be carefully planned and carried out, (iv) eonseq~ently:· the need will exist for greater financial investment in the size and quality of the field sales force, IY, THE: ~I~P '10 II·~I~YE AEWTTO~SiiIPS WITH TIIE TRZDE ~~p SF~K NEW DTS~I~TTI'E OEP~il'll'N!I!ES i. As already notd, pressures on the cigarette manufacturers from the combined effects of adverse Smoking k Health publicity, the limitations on advertising, Md the teanin:ion EI P010~ in lever distribution O:P;SdtiOM Yili h~V( O eotsequl·nees for the fu:~~;re sales force organisation~ Due to this, companies ~F~3 ttrcatencd by 5uch cclahinpd restrictions shmld E;eck v~p dI countrrisa these forc?s, 03 : Ct= -- Clil; PDF -!::!!::!!::!.f3 StlC.i: Dill 2, ~ Collective action by the cigarette manufacturers has been talien in some markets in order to encourage (via financial help) a strong sector which is independent of the large chains, One example of this is withtobacconists in Holland, dlo were offered advantageous tenns in the shape of bonuses, in return for stocking and display of all new brands, and all but the least significant of existing brands, 31 b a general principle, an~ang all sections of the trade, efforts should be made to improve the level of goodwill by:- (i) ensuring excellent personal relationships (ii) co-operating with retirers, especially the larger outlets, in special merchandising and retailer promotion scheoes (iii) improving introductory bonuses 4, Finatly, although it may be against historical practice and principle, tarry consideration should be Given to the possibilities of a solution by vutical~ integration into the wholesale and retail trade, This course hat been adopted both by BU's competitors and by one or two BAT Associates, While entry into the tobacco distributive trade pay have serious financial implications and may be unattractive in terms of return on investment, this action may yet be a wrth· while means of ensuring that our out volume, shate and profit remains secure in the long term, Y, ME !:Em FCR IILdGTBTIVE ~FRCV~D~S!~T, )1XD PO~.VT-OF-S~rE ACTIVITIES i, Under conditions of increasingly restricted communications, and particularly with a total advertising media ban, merchandising at point·of·sale ass~cs ever increasing importance, The main objectives will be: · to inform the consumer of the presence of the brand, parti~larly if it is a new one · to obtain recognisabre identification of an established brand · to generate interest and excitement about the brand via tactical measures leg. prieing/Fnd: sire options) - to itia!ato ,,-,-, ,,,,,, ,, reyurcha?ie Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 2, Maximum perceptual recognition should be achieved at point-of-sale by appiopriate padt style and designl by dynamic display layout, and by point· of-sale advertising material, Opportunities are provided here both for new creative concepts and for the more efficient application of existing technipues, All these factors should be the ~bjcct of continuous research, To this end, we should seriously consider the merits of setting up experimental in·store layouts, so that, for example, rebel designs, pack sizes, POS material etc, can be capare- tively evaluated among all the brands on the market, as in a normal retail outlet, 3· In creating visual designs for an original brand or House, the probability is that brand extensions (most likely having lower deliveries) will follow, This prospect and the need for extensions to be nourished by the goodwill of the parent brand should be planned for at the outset, kl While every Deans of obtaining conwner recognition of the brand at point- o~-~ale must be considered (including tactical pricing and striking visual indicators) care should be taken to ensure that the existing favourable image is not eroded, end that the status and prestige of the brand, particularly if it is an international one, is net diminished, On principle, longer term strategic brand objectices ~ust always be carefully baluced against any ·shorter term tactical advantages in gaining awareness and trial, YI, THE NEEO TI) ~NVFST IN ~D ~U~~TAIN SUPPC7T FOR f~TER~UIONAt ER.ISDS i, Companies must recognise that the grovrh rate of ~ntercatiotlal Brands,ill continue to exceed that of purely domestic brands in the majority of wrld markets, and that marketing effort and investment should be geared to this fact accordingly, 2, Furthermore, where there are local media restrictions, Internatioeel Brands assume further importance by virtue of their prestige and the current availability of international medial As stated in Y above, tactical marketing actirities should be such that this prestige is not put at risk, 3· Conpwjcs must be alert to the changing testes of consumers, bearing in sind that the reputation of an international brand leg. ~1ARIBORO in Singapore) can bring with it a willingness for smokers, pyticu!sly tho young, to switch to blended cigarettes in a market which is historically marked by Virginia tastes, Clit; PDF -!::!!:)!::!.f3 StlC.i: Dill C, The importance of systematic information gathering and research on con· sumer tastes, preferences nd attitudes to International brands cannot be over-emphbsised, YTZ, THE #EED n,oaF1C~ pall3Tross AKD SFO~SORSAIPS, A~ ~r0 SEtECT~P _EVAUIA~E THE!I C.·~~~UL1Y i, The advantages of tac:ical promotion schemes a~e that they can increase awareness, generate trial, provide opportunities for product siting and display, produce immediate sales and create a degree of excitement and interest in the brand, However, short tc.-J exciting offers can also temporarily mask possible fundamental shortcomings of product, image and pricing, Furthermore, they can have adverse effects on the image and goodwill of the brand, Yhenerer a promotion scheme is contemplated, therefore, it is essential that the choice is based an sound research·based evidence, I~e scheme should also be consonant with the image of the brand and with expectation of the target consumer, it is also important to balance any short-term, coEpetitive advantage pained by special schemes in a total ban situation against the risks which may be incurred by antagonising anti-smoking forces, This could~hasten the imposition of further restrictions on advertising and competitive activity, 2, All companies should carry out research into the attitudes of target consumers to different kinds of promotional schemes, and into the effects of such schemes on subsequent image, goodvir! and long term brand performance, 3, Sponsorships, unlike tactical promotions, offer the opportunity to build on the long te~ image of the brcld, and to enhance the gooddll towards the brand or house along new dimensions, As with prolotions,.it is essential that the choice of activity be very thoroughly rescarched to ensure that it is appropriate to the target image, that consumer interest is likely to be sustained over a long period, that it is unlikely to stimulate opposition from anti-smoking groups, The complmlr should also dominate the event and aim to exclude competitors, 41 Since sponsorships are essentially geared to build image and goodwill in the longer term, it is more valuable to sponsor under the house or generic name in order to embrace possible future line extensions and to support any which already exist, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill TI certain areas of opportunity arise from sponsorship which can be of particular value to a company with media· bans, These are: - the sale of items associated with the sponsorship which ~~r~ the brand name - the possibility of establishing special retail outlets which sell these items the use of padi faces or inserts to publlcise the sponsorship activity - the publicity given to the brand or house in brochures, hand-bills, m coverage of events, etcl 6, It has to be accepted firstly that sponsorship costs can escalate rclpidlyi secondly, that whatever the cost it is extremely difficult to evaluate the outcome of sponsorships in terms of increased volume of safes, i, The effective utility of sponsorships diminishes as communication is curtailed and finally banned, ~t is, therefore, advisable to integrate the activity fully with the media advertising plan while media advertising is jtill available, and to choose an activity which is net too dependent onb:odclst media for its effectiveness, Ylll, TrlE HEED TO ENSj~ZI~ PA001~CT 00dlJTY AtiD CO~SIST~T S'I~EOIISI·I k~duct puaiity, as pcrc~ivcd by the mnrwptr, is alvnya e lejpr conam of the m;uketing function, Ho~Fver, when all advertising is banned, product performance and otBcr aspects of product guslitr inevitably receive less nreassuring" support, and thus come under closer scrutiny by the con~uner, under .these circ~rlst~ccs, Product and Brand ,'ianagers should examine existing quality standards and where appropriate, set them at a higher level, 2, under conditions of total ban, padt designs and the brand house and company "liverg" have cnonous importance ill reminding and reassuring the smokers, Thercfort~ the most effective s~Sols, designs, colour schemes, graphics and other brz~~ identifiers should be carefully researcha.d so as to find out which best roni.ry the dc3ents pi gooCill and iragc. I~l~ere necessary, ncu Icrigns j,e must be ee-:cC ;nd tc:tcd so as to c·.z~l~nce and complement the identifiers, ~n jN abjective sacv:C k to malle pad;;, by ihcnar:rr~, to conuc~ the total product ,C~ !CC Clit; PDF -!::!!::)!::!~f3 StlC.i: Dill -- nessage, Options include directly cur~ing a printed message,.on padt (or with inserts), or indirectly via colour Md design schemes which express the product and image qualities, bearing in mind the need to carry them through to line estcnsions, dnce adopted, these elements must he used vith consistency, 9, Brand, house dr company designs ~nd colour schemes should be developed which can be used widely on related supportive materials, in appropriate locations (shop fronts, cor.pany vehicles) and for all activities (promotions, sponsorships), 4, Research should, be carried out into the design of pack inserts which convey the product message and ii appropriate, infonation about forthcoming and existing related brands, IX, THE WEEXI TO e~E~TE ~I~k' PAILEI~T I31~~DS/HOU.FSS BY PAEQSE SEGHENTATIDN Ahl) k'lTH ~SSOCIAT~ GPSOI;I11 1~ long before traditional methods of media conuPunication become seriously restricted, companies should create, develop and establish new house and brand names into market segments having potential grovth, if gaps exist in such segments, The aim must be to ensure that when all advertising is banned, each company has a ra~ilge of parent brands and brand houses spanning all consumer segments, each of which has its ovn fund of goodwill, by so establishing A full rMge of well segmented parent brands or house, excesssive proliferation under MY one house becomes unnecessary 2, The great ieportance of fostering goodsri!r should be one of the most important criteria by which all proposed promotions and sponsorships are judged, The eo·operation of cultural, a*ts, educational, social and sports corporate bodies should be explored, Md for any given brand a coherent Jet of activities should be exploited, ie, those which can be made unique to the brand (for example: the performing Jrts sponsored by DU ~nAURIER in Canada), X, THE NEm m s~ncH FOR XhD OETEIOP h'O~-~I~SxCCO YEH~eLES i, Opportunities should he explored by a! companies so as to find non-tobacco ··--~·-··I~CI·ll-l.·* ,,~~·-r. -- -Y ~~Wr~3·. products, md other services which can be used to co~j;!unicate the brand or house --~-~·-C.·· ··I··- . ··. · ·· -··~··*·· ' · · *·~~'WC·I*·I-. ·.. ~~~ ~~~~_C~·~*~II*1U·~·II name, together with their essential visual identifiers, T:lis is litely to be ...~~~~~~ ~~ ~ . ....·,.·· ···~·~r· ·~c'.· · "··r . · · ,,,.,. ·, a long·taa and costly operation, but the principal way nevertheless to ensure 1- ·-···- """ ,· ~·...··.. that Eieuotte b;~ls c~ he ef:octirely publicised vile:! all direct Iorms of i O ,~--*I·-··CC"-"-- .,I·r.·3·~1·· ·~1·111·~ce~"'*'~1 ee~unicstion are denied, ~~ .,. " ' "'.1. · ·~.c~..·l.··e, U3 j U: Clil;PDF - !::!!::!r:!-f3stlc.;:nln - Cd ~:;c'~ 21 This approach has been adopted by Philip Morris and Dunhill, and within the BAT Group very thoroughly by BAT Gemang, whose e~w~eriences provide compre- hensive guiding principles from which all companies can benefit, The most important of these are:· (i) it is absolutely essential to establish these activities before restrictions and bans on cigarette advertising occur, (ii) Thorough survey of the legal aspects and commercial practices of the non-tobacco business must be undertaken, As a first step, the registration of the tobacco brand name in the appropriate trade-mark classification of the non·tobacco product Alust be achieved, (iii) Research to ensure that the cigarette brand target smokers have a favourable attitude and interest in the non-tobacco product must be carried out, Furthermore, the aim should be to choose a product which will actually enhance the tobacco brand image, (iv) Tile product chosen should not be one whose success depends upon short-tom fashion or novelty but has permanent appeal, with a wide product range potential, As with cigarette brands, p'rojects must be constantly up-dated with respect to content, layout, design, price, etc, (v) The formulation of the concepts and the checking and vetting of the operation must be in the hands of the Company, and not left to outside agencies who seldom appreciate the finer aspects of the cigarette business. Management of the operation should be integrated into the cigarette brand management, bath to ensure correct images and to provide increased interest and job motivation and enrichment for cigarette people, however, swvice apport of outside specialists under contract 191 01 Course, essential. (vi) Definite criteria and objectives must be set at the outset with the intention of achieving measurable results, The activities must be directed at a clearly defined target audience, (vii) The new communication vehicle must be financially self-supporting in the medium term, i o Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill -- ·- XI, mE gEm M C~IFT I~ gPI# me ~L~ ()F )UQT~# ~a COPO#~E RrB1ICIn preliminary pOtC: it is important to dibtia(uirh the differing roles of p~(ltfpg ·d corporate publicity, K~:ating publicftJ is defined in tcns of all forns of ~~nication ~i~ pt concerned with hranded goods ed their acceptance bJ annerl, Rblieit! of this sort is dealt with in &aidclinas throughout this paper and there is no need for further substantial comment, Corporate pablicitf, on the other had, is concerned with conmunication on non·trdcd isall, addressed to a variety of pnhiics (Governnent, social groups, the press, the medical profession, etc) which comprise the external environment: bricnf, the interface betveeo the Conpany and the society in which it exists, k health pressures increase, this "cItcmll environment" has lore and more impact on marketing activities ad the men responsible for then, Hence: )L Close COIODII~IOP between marketing id Plblic relations becOIes increasingly important, P,P, groups are set up as the experts in handling external company contacts, As such, they should he consulted whenever marketing men seek to achieve effective professional relationships with outside orgrisptioni at official levels. 2, mt conpanyl its position and prestige in rociet7 assumes greater importance as the cigarette industry comes under attad(, The company image must he enhanced b! whatever publicity resources are aFailable · pot least in order to attract new marketing r,cnitl of high p~it~, 3. in considering the appropriate b~lilie~foa of staff for the Corporate Ilhir~ Department, knowledge ed practical experience in marketing will he par- ticularly useful, II it is of the utmost importance that the industry as a dole should present a united front in negotiations with C;overnnents, It is also a advantage to develop and maintain sympathetic relationships through I continuing dialogue with senior officials, Furthermore, it has been found most successful in arguing the I~str!lr case to Government ~i~ltlrl (particularly Economic Winft:crl) that ~rkatfng departments shou1C assist in compiling and presenting I dossllr proving ~r coPt~bPtloa cJ thl IndurtlT to tb( IOllfC H11-btinP oI thl Countrr, b Third parties, such as trade unions, advertising agencies, materials suppliers and groups sponsored by the companies are often willing to support the industry's case, me!' should he encouraged to do so by supplying them with creAllly cPpilcC ~d ~nciacly p:cEcntsd H~k~tinC in[Dnnatioo ~hieh t~~ car, rsJCilf use, CllbPDF - vwnfaskax:anl 6, Opportunities to establish and nurture friendly relations with media writers and presenters should be sought, Even when the media is banned, articles and programmes svr~pethetic to the industry can often be published and carefully chosen data should be'compiled to take advantage of such opportunities, Again, Elarketing departments should be able to make a significant contribution, however, direct access to the editorial media remains the responsibility of P,R, or ~rp~rate Affairs, Its the e,:perts within the Company, X:ll, TdF h'Em) Tfl r~SE1RCH afE ElfECTIVIIN~S OF NDh'-~1E3tA CDM~K~C~TJOSS i. San-media communications include chiefly the following kinds of activities:· (i) Snort-ten promotions and oilers, of the money off, vi~ur added sort, (ii) Sales force and trade promotions with both a short-term effect (biggcr turnover, better stocking and display), and a longer term effect (Lproved motivation, goodwill), (iii) Sponscrships;Limed at improving awareness Md trials enhancing the iPage and building goodvill, (iv) The development of non-tobacco products and services as vehicles for tobacco brand and house publicity, 2, Research procedures can be of considerable help at three stages in the development, operation, and evaluation of all these activities, Firstly, by preliminary research providing goad indications of the kinds of offers which target groups find attracrive and which are seen to match the image of the br~d, Secondly, by pre-testing such offers so as to yield a comparative measure of their likely success, Thirdly, during and after the wents, measuring the response by conamers and the subsequent effects on the image of the brand, As a general rule, the shorter the title-scale and the more precise the location of target consumers, the easier, cheaper and more acwate the research will be, At the other end of the time-scale, and with heterogeneous, scattered and imprecisely defined target groups, the more costly and less accurate will be the research, Any pro~!ss, however, will be more validly resolved if the objectives e;e initially undcrseood and agreed, These should include: - specifica:j~r! of tsrget grDuys CI1 the pe:B~Y:ce indicators i the actual critr:ri~ levels of the pcr~oaNlce indicators ~C Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill 31 · ~here is a need for more fluldaple3ttal research into a number of communication problems, In particulcr:- (i) Social trends which form the basis of attitudes towards activities which may be selected for sponsorship, (ii) The development of valid measures of purchasing intention, (iii) The development of more reliable techniques for a~seshing the long-term attitudes to packaging styles, designs and creative concepts , 14 June, 1979 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 BP~~X FACTORS RILLTTiD TO MEDIA BAKS In preparing for the longer ten future, compa~lies must t~ and predict ~id~ modes of coe~mication will become unavailable and when, In order to do this, it will be necess~ to take into account the likely causal factors and to estimate their relative iofrucnce an decisions to ban media, ~e following causal influences were considered to be of particular inpor- tance as likely to bring about bans and likely to curb thec:· '· I~EP~13 ' Ban·making factors i, Absence of serious civil and political unrest, leaving politicians free '~ -cc~ to indulge in so-called social reforming practices, jc) autocratic governments with weak or no opposition, seeking to make a - ---LL-II~UL~~m2~~ ·UI'CCI*I~~ name for themselves by adopting striking social measures, It is important for the tobacco industry, and BAT above alllwithin it,ii~D~ responsive to the influence of such men, 3, Equally pressures will sierp from international organisations such as WHO and UNCTXD and influence local activities in the Third liorld, II Of considerable importance is the continued build-up in the social un· acceptability of smoking and the need for &IT to seek counter-measures, The immediate effect is both to restrict smoking space and opportunities for I~ advertising · the latter being our chief concern here, 5· There is no real reason to believe that social duties and customs will be such that liberalism will overcome, Socially restrictive attitudes, some· . times sten~ing from religious beliefs, which ex~ress hostility to smoking and advertising, may well grow, ega Islam, Svedis~ puritanism, etc, 61 Contirmatien and spread oi anti-aeking publicity through the normal channelt of co~nunication~ These c~annels will be increasingly unavailable to the tobacco industrl· itself (dcz~itr earlier deals on 1 quid Fro quo basis in the VS1), i. $iltnec thsi advatirin( r~sm~tion, do nothibl to r~duce eigare~tP con- I sumption will not dissuade authorities from restricting or banning cilorette i O\ Idvertisinl. i d~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 8· Bln-inhibiti?n factors 11 me emergence of other causes of social concern, eg. c~clamates, lead in the air, alcohol pregnancy syndromes, which may eclipse or bring the smoking issue In a welter of holier than thou publicity, 2, Rapid progress on the medical and scientific front in producing cigarettes which are both innocuous and acceptable to the confirmer, Even with present trends, we may be witnessing and may well see further, a we~enil,g correlation between smoking and ill·health. This could well encourage allowable publicity on low delivery products, 4, on the social effects of smoking, progress made technically in this area to reduce irritation, smell and iunbient smoke dll ease the pressures on : smokers in society, 5, me development of serious apposition to Government imposed restrictions, cithe;~from opposition politicians, substantial groups of smokers, others dedicated to reducing Government interference, and the erosion of freedoms leg, of speech), can be a powerful restraining influence, mere is much the tobacco industry can do to help end encourage such opposition, 6, The importance of tobacco in the fiscal system as a vehicle for revenue collection will persist in many markets, i, The importance of tobacco growers, in particular, as employers of labour dthir. the industry will continue to hold bac~t the excesses of certain Y,ri· smokial lo5bjsts within Govenlmentsl B, khat we must do, and over which we have obvious control, is to develop plans and t~e appropriate action well ahead of the bans cr:es~rictions re an:i· cipate, 12lternative Deans of eersuaicatian and related strategies must be sought old established, Careful consideration needs to be undertaken of the advisabilirv or not of ~O1II;1:i~r industry codes and restrictions on the use of advertising media as J ae;ula of Cj ssuadin(l Governments from direct action, Circumstances prb diffw~cn: from country to country and it is impossible to gcncralise, Clil;PDF - !::!!::!!:!.f3stlc~;-:o~lil O ru u^\ W CC \C VI