"Gone are the days of mass-media marketing plans and short term customer relationships": tobacco industry direct mail and database marketing strategies
"Gone are the days of mass-media marketing plans and short term customer relationships": tobacco industry direct mail and database marketing strategies
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DOI：
10.1136/tobaccocontrol-2015-052314
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发表时间：
2016-07-01
期刊：
影响因子：
5.2
通讯作者：
Ling, Pamela M.
中科院分区：
文献类型：
--
作者：
Lewis, M. Jane;Ling, Pamela M.
背景 随着烟草控制对传统营销策略的限制和审查的增加，烟草业已从直邮营销中受益，直邮营销利用广泛的定制消费者数据库将营销信息直接传输给精心定位的消费者。然而，这些领域的研究还很有限。这是第一项研究直邮和客户数据库的发展、目的和范围的研究。方法我们利用传统烟草文档库中的内部烟草行业文件，采用标准文档研究技术，研究了 RJ Reynolds 和 Philip Morris 的直邮和数据库营销。结果利用行业数据库的直邮营销始于 20 世纪 70 年代，并因应对吸烟率下降、产品数量不断增加和媒体环境混乱而采取促销策略的需要而发展起来。 RJ 雷诺兹和菲利普莫里斯公司都从现有的商业消费者邮件列表开始，但随后决定建立自己的吸烟者姓名、地址、品牌偏好、购买模式、兴趣和活动数据库。到 20 世纪 90 年代中期，RJ Reynolds 和 Philip Morris 的数据库各包含至少 3000 万吸烟者的姓名。这些公司重视直邮/数据库营销的灵活性、效率和向特定群体传递特定信息的独特能力，以及直邮对烟草控制、公共卫生和监管机构的有限可见性。结论数据库营销是一种重要且日益复杂的烟草营销策略。需要进一步研究直邮物品的接收和暴露程度及其对收件人认知和吸烟行为的影响。
Background As limitations on traditional marketing tactics and scrutiny by tobacco control have increased, the tobacco industry has benefited from direct mail marketing which transmits marketing messages directly to carefully targeted consumers utilising extensive custom consumer databases. However, research in these areas has been limited. This is the first study to examine the development, purposes and extent of direct mail and customer databases.Methods We examined direct mail and database marketing by RJ Reynolds and Philip Morris utilising internal tobacco industry documents from the Legacy Tobacco Document Library employing standard document research techniques.Results Direct mail marketing utilising industry databases began in the 1970s and grew from the need for a promotional strategy to deal with declining smoking rates, growing numbers of products and a cluttered media landscape. Both RJ Reynolds and Philip Morris started with existing commercial consumer mailing lists, but subsequently decided to build their own databases of smokers' names, addresses, brand preferences, purchase patterns, interests and activities. By the mid-1990s both RJ Reynolds and Philip Morris databases contained at least 30 million smokers' names each. These companies valued direct mail/database marketing's flexibility, efficiency and unique ability to deliver specific messages to particular groups as well as direct mail's limited visibility to tobacco control, public health and regulators.Conclusions Database marketing is an important and increasingly sophisticated tobacco marketing strategy. Additional research is needed on the prevalence of receipt and exposure to direct mail items and their influence on receivers' perceptions and smoking behaviours.