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Dr. Ray Salter
B.A.T Industries p.l.c.
Windsor House
50 Victoria Street
LONDON SW1 ONL
England
12th October 1990
Dear Roy,
Tobacco Marketing Directors' Seminar
Of pOSS4ble
I have checked through the list - subjects and
would like to add two further subjects between I (c) and
(d) .
What are the best techniques for maintaining/
increasing brand goodwill when image advertising
(use of people in brand advertising) is banned?
A further subject which the marketing directors should
discuss is the effectiveness of below-the-line activities
in relation to above-the-line activities.
As far as a rating for the subjects to be discussed is
concerned it is hard to find a ranking because all the
subjects are extremely important.
For No. 1. I would rate(a),(.d) a as the most important.
Of 2., 3. and 4. Nos. 2. and 3. are the most important from
a strategic point of view.
As for as point 4. is concerned I would like to suggest that
marketing directors only discuss this subject if they got an
input paper for point 4. (a), otherwise too much valuable
time will be spent working out what the competitors strategies
are.
I hope these short remarks are of assistance. If there are
any questions please don't hesitate to contact me directly.
With best regards,
Yours sincerely,
C>
Ulr rtar co
BAT Industries document for Province of British Columbia 22 April 1999