Open source marketing: Camel cigarette brand marketing in the "Web 2.0" world
Open source marketing: Camel cigarette brand marketing in the "Web 2.0" world
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DOI：
10.1136/tc.2008.027375
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发表时间：
2009-06-01
期刊：
影响因子：
5.2
通讯作者：
Chapman, S.
中科院分区：
文献类型：
--
作者：
Freeman, B.;Chapman, S.
背景资料：全面禁止烟草广告的国际趋势使烟草业在营销方法上越来越创新。进一步推动这一创新的是基于网络的技术的快速发展和可访问性。互联网，作为一个相对不受管制的营销环境，为烟草公司提供了许多机会，以追求他们的促销ambulities.Methods：在本文中，“开源营销”被认为是一个车辆，已被烟草业，通过一个案例研究的努力，设计的骆驼签名混合范围的香烟包装。四个来源是用来探索这个案例研究，包括营销文献搜索，基于网络的内容搜索通过谷歌搜索引擎，采访广告贸易线人和分析骆驼品牌website.Results：RJ雷诺兹（RJR）已被证明是特别创新的香烟包装设计。RJR通过其骆驼品牌网站与数千名消费者合作，设计了四种新的卷烟口味和包装。虽然骆驼签名混合物的包装设计，随后修改的零售市场，由于出现的问题，他们的卡通形象，重要的教训出现在互联网上如何模糊营销和市场research.Conclusions之间的界限：开源营销有可能利用广告禁令的漏洞和拉伸法律的定义，以产生积极的口碑烟草产品。在采取更有效的烟草控制措施的开源营销运动中也有一些经验教训，包括互动式社会营销活动和要求烟草产品的简单包装。
Background: The international trend towards comprehensive bans on tobacco advertising has seen the tobacco industry become increasingly innovative in its approach to marketing. Further fuelling this innovation is the rapid evolution and accessibility of web-based technology. The internet, as a relatively unregulated marketing environment, provides many opportunities for tobacco companies to pursue their promotional ambitions.Methods: In this paper, "open source marketing" is considered as a vehicle that has been appropriated by the tobacco industry, through a case study of efforts to design the packaging for the Camel Signature Blends range of cigarettes. Four sources are used to explore this case study including a marketing literature search, a web-based content search via the Google search engine, interviews with advertising trade informants and an analysis of the Camel brand website.Results: RJ Reynolds (RJR) has proven to be particularly innovative in designing cigarette packaging. RJR engaged with thousands of consumers through their Camel brand website to design four new cigarette flavours and packages. While the Camel Signature Blends packaging designs were subsequently modified for the retail market due to problems arising with their cartoon-like imagery, important lessons arise on how the internet blurs the line between marketing and market research.Conclusions: Open source marketing has the potential to exploit advertising ban loopholes and stretch legal definitions in order to generate positive word of mouth about tobacco products. There are also lessons in the open source marketing movement for more effective tobacco control measures including interactive social marketing campaigns and requiring plain packaging of tobacco products.