How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control
How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control
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DOI：
10.1136/tc.2004.008441
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发表时间：
2004-12-01
期刊：
影响因子：
5.2
通讯作者：
Ling, PM
中科院分区：
文献类型：
--
作者：
Lambert, A;Sargent, JD;Ling, PM
背景：《烟草控制框架公约》包括烟草广告限制，受到烟草业的强烈反对。营销策略所使用的跨国烟草公司打开日本市场的情况下，这样的restrictions.Methods：分析公司内部documents.Findings：在1982年和1987年之间的跨国烟草公司影响日本政府通过美国贸易代表打开分销网络，消除广告限制。1985年至1996年，美国对日本的卷烟出口增长了10倍。电视广告是打开市场的关键，它通过宣传受欢迎的形象（尽管实际市场份额很小）吸引现有吸烟者，并结合以英雄为中心的广告吸引新的吸烟者。菲利普·莫里斯公司的宣传活动邀请了深受年轻人欢迎的好莱坞电影明星，包括詹姆斯·科伯恩、皮尔斯·布鲁斯南、罗杰·摩尔和查理·辛。尽管有限制，但活动赞助商允许电视进入。20世纪80年代末，当电视限制受到威胁时，菲利普莫里斯公司将其电视广告预算增加了一倍多，并增加了对电视节目的赞助。通过采用自愿的广告标准，跨国公司推迟了电视广告禁令超过十年。结论：电视形象广告是重要的，以建立一个市场，它已得到加强，利用好莱坞的个性。电视广告禁令是防止行业渗透新市场的必要措施，如果不同时限制赞助和促销，效果就会较差。《烟草控制框架公约》所载的全面广告限制对于跨国烟草公司尚未进入市场的国家至关重要。
Background: The Framework Convention on Tobacco Control includes tobacco advertising restrictions that are strongly opposed by the tobacco industry. Marketing strategies used by transnational tobacco companies to open the Japanese market in the absence of such restrictions are described.Methods: Analysis of internal company documents.Findings: Between 1982 and 1987 transnational tobacco companies influenced the Japanese government through the US Trade Representative to open distribution networks and eliminate advertising restrictions. US cigarette exports to Japan increased 10-fold between 1985 and 1996. Television advertising was central to opening the market by projecting a popular image ( despite a small actual market share) to attract existing smokers, combined with hero-centred advertisements to attract new smokers. Philip Morris's campaigns featured Hollywood movie personalities popular with young men, including James Coburn, Pierce Brosnan, Roger Moore, and Charlie Sheen. Event sponsorships allowed television access despite restrictions. When reinstatement of television restrictions was threatened in the late 1980s, Philip Morris more than doubled its television advertising budget and increased sponsorship of televised events. By adopting voluntary advertising standards, transnational companies delayed a television advertising ban for over a decade.Conclusions: Television image advertising was important to establish a market, and it has been enhanced using Hollywood personalities. Television advertising bans are essential measures to prevent industry penetration of new markets, and are less effective without concurrent limits on sponsorship and promotion. Comprehensive advertising restrictions, as included in the Framework Convention for Tobacco Control, are vital for countries where transnational tobacco companies have yet to penetrate the market.