Marketing to America`s youth: evidence from

Transcription

Marketing to America's youth: evidence from corporate
documents
K M Cummings, C P Motley, J K Heron, C Steger, N-R Leo veil
tobacco
Sea end of « • * * • I™
Cornif>Ciitd**i£* Mil
K M i c f o * l Cunwii<Mi, PhD,
M P H , Departmental
C w x t r Prevention,
lipid* miology A
Biulalitfici, l a n n l ftiifc
C o n c w LatfihiM, Efcw a n d
Carlton 5 m A . fiuffelo.
NewYrvt U2o3,USAr
M k t a # f CvM"iingi4
Rcnwelp ark .org
Control
2 0 0 2 , 1 1 | $ u p p l 1 ) i-S-J 1 ?
Objective: To evaluate tfie claim that trie tobacco industry does not market it* products to youlh.
Design: The data For this study come from tobacco industry documents collated from the tobacco
industry's document wabsites, presently linked at blfp;//www.loboccoarcriives com. The websites
were searched using "request for production" {RFP) codas, specified keyvofd searches, and! serendipitous terms identified in document citations found with RFP and keyword searches
Results; hdvsfpjr documents show ifwrt the cigarette maOufoCrVfers carefully monitored the smoking
habits ol teenagers over the past several decodes Candid quotes from indu&fry executive* refer to
youth a* a source of stiles and as fundamental to the survival of the tobacco industry The documents
reveal tharlhe feature* of cigarette brands |thal is, use of filters-, law for. Ward taste, etc|, packaging
(that is, tkzer colour and design), and advertising (that is, medio placements and themes and Imagery)
were developed »pec.ificalry lr> appeal la new smokers (tfwt is, teenagere). Evidence also indicates that
relevant youth oriented marketing documents may have been destroyed ond that the language used in
some of the more recent documents may have been sanitised to cover up efforts k> market ID youth.
Conclusions: The tobacco industry'i internal document reveal on undeniable interest in markeling
cigarettes to underage smokers. The industry's marketing approaches run counter to and predicate
methods for tobacco prevention: (1) keep the price of lh» product high; [2) keep product plotem****
and advertising away From schools arid other areas with a high volume of ycuft traffic; (3| moke cigarette adWrriiing (that is, themes and visual images} unappealing h> youth; [d] make product packaging
unappealing lo youth, and (5] design (he product so it is not easy to inhale.
igarette manufacturers have stated that lhey do not
wane minors to smoke.'' In the 1960s, cigarette tnanufactureis responded to charges ihai they were marketing their tobacco products to youLh by making concessions in
how tobacco products were marketed Ihrough adoption of a
voEumary advertising code.' More reccndy.ihcy have agreed 10
limitations on billboard and prim advertising and ample
merited retailer education programmes like " V * Card - and
"Action Against Access"" Over the past two decades,
cigarette manufacturers, either through their public relations
and lobbying surrogate, ihe Tobacco Institute.or on their own.
have expanded* resources 10 sponsor youth and parent directed
prevention programmes to promote trie message that the
decision \Q smoke should be reserved for adulrs.' ' '
C
However, beneath the layers of industry putiic relation* one
cannot escape (he essential fact thai cigarette manufacturer!
arc In business to make a profit and t h a i profits depend on
iheir abitiry to recruit new smokers Given the evidence that
most adult smokers begin smoking before the age of 18 years
and lew smokers ever lake up smoking, after age 2S, It would
be counterproductive for an industry that thrives on market
share to overlook the specific cuslontfl demographic in which
initial brand Joyahiesare formed.' Brand w i t c h i n g is not that
common among smokers, usually less than 10% annually."
Therefore, there is a strong incentive lor a company to compete
for market share among beginning smokers, since the long
term prosperity of a given cigarette brand and company will
depend on the percentage of new smoker: that can be
captured annually." The public health liteiature clearly
demonstrates chat youth are exposed to a wide variety of
industry marketing efforts, and that there is i consequent
adverse effect upon adolescent smoking initiation fates.'1-'*
Despite this evidence, cigarette raanufacturers have tenaciously held to (tic claim chat their marketing activities arc
aimed only ai established adult smokers, wi(h the goal of
maintaining market share and expanding market share
thtough bread- switching.*
The tobacco litigation of the 1990s has provided the public
health communicy with an opportunlry to evaluate marketing
http://legacy.library.ucsf.edu/tid/qrx36b00/pdf
claims made by the tobacco industry from the perspective of
their own internal memoranda, marketing plans, and tcscarch
jcpoMs. This paper presents the results or a study utilising
internal tobacco documents to evaluate critically the claim of
tobacco nu nuiacturcrs thai they have never marketed tobacco
products to youth ( « IP years old). vv? have focused an two
icsearch questions:
" IS there evidence to ;hpw thai cigarette companies went
interested in Ihc smoking behaviour of teenagers?
• Do the tobacco tfocumcnis id en lily features of tobacco
product marketing Thai arc geared 10 new smokers?
METHODS
As a remit of the Master ScilJcmcm Agreement (MSA)
between ihc cigarette manufacturers and 46 US states,
n u l l u m of pages of internal memoranda, reports, and Other
document* of tobacco companies initially acquired through
litigation were made available IO the public. These files are
accessed through a document depository located In Minneapolis, Minnesota and through an internet website at
http://wnww.tobaccoresolurian.ccm, that links to individual
company websites. For [his study, relevant industry documents were accessed through documem web sites for Brosvn h
vViliiamson/Amcrlcan Tobicc»r Lutillaiid. Philip Morris,and RJ
Reynold*.
The websites presented a variety of challenges to efficient
researching or documents. The most fundamental challenge
faring researcher j is the difficulty asvobaied with doing subject related searches {for enample. cancer, nicwlrtc. elc) like
one would typically do in a library using a card catalogue.
Unfortunately, the industry generated document resources
A b b r w i t r t k i r t * : FU6YAE, firw usud bfand ) w i g o d J l M i o t v i ; M & A ,
M A iter SoMlnmani Agrean*n>; Rff*. f*qu+tt lor production; Y A M S .
younger oduh mot* u n o i n i , YAS, y-oung o d J l tmolwtt
www.
tabocctxordrol.com
Cummirrgs, Morley, Koran, «t a)
H*.
(that is. the websites and depositories. And trW corresponding
4B index) are not organised by subject category Each
docunu-ni thai k available through these sources bas a
citation associated with u, containing mlwmation such as the
title, date, author, and "request lor production" |RFP r code ol
[he document. Thr citation data objectively catalogues
information about each document, but dots not offer more
than t h i m a* to content, Additionally, the quality of the
tHHlC(l image* was Highly variable, ranging fromcleaj i ° illegible. Finally, as previously mentioned, the structure of each of
the industry "websites varied over the course of the acquisition
phflK Each website has continuously changed in terms of
Interface format, search features, and document colleenon. to
this day. Malonc and Balbach have recently described Some of
the challenges in searching the tobacco document websites in
gteater detail."
In order la maximise our search effort for dommcnU
relevant 10 the topic of marketing tobacco products to youlh,
we used the following lour stiaicgicsSlruWQy 1
We searched company websites using KFP codes- In response
to a request from plaintifflawyers in the Minnesota Medicaid
trial, the industry produced internal documents related to
specific litigation goals, and broad subject codes were assigned
to distinguish between sets of materials. These codes offer very
rudimentary subject access I D the documents. For example,
code "193" for Brown 6 Williamson requested the following:
"All documents relating to or referring to the advertising.
marketing, oi promotion of cigarettes to persons age 18 or
under (orchildren, adolescents or young adults)."
Searching with a relevant code retrieves all docutnenis
deemed by each company as rclevaot to a particular code The
definition of these codes are found on each company website.
This poses obvious Eirnitariam to investigators performing
complete searches.. In addition to the f a n that the tobacco
companies themselves (onheir attorneys. io he more specifici
were responsible for the application of this code, the volume of
material contained within each RFP code ts large. Not all of
the documents listed under a particular RFF code were found
10 be relevant to the lopie of This study (thai is. marketing
tobacco products to youth). Documents that were irrelevant to
the topje of this study were not downloaded or saved for
inclusion in the project's darabasf. In all cases, search rcfults
(thai is. the tola] body of document citations retrieved by each
search term or string employed | needed to t>r evaluated carefully, since irrelevant material is almost always included in the
results. This is due in Urge part to the lack of true subject
access, as ptevtously noted.
»K*tfly3
We performed broad and focused keyword searching. Broad
keyword searching involves searching on single keywords
such as "youth" at "marketing" to capture the maximum
amount of hits Wt'h the keyword located anywhere In the
document citations, usually the title field. This method of
searching rypicahy produces a very large volume of documents
lipi some cases thousands)- V * reduced the large volume of
documents retrieved through the use of focused keyword
searching. This was achieved by combining keywords with
Boolean, operators (ANfc, OR. NOT) and by searching in specified fields to tetricve documents with keywords only as they
appear In that field.)! should be noted thai the search engines
at Individual websites arc frequently modified and updated,
and Specific characters or Boolean terms i n use in 1??9 may
Function duTercntty now.
Focused keyword searches facilitated retrieval of documents that reflected the needs of the study by cumulating
documents that were ritaiiy unwanted (that is. blank pages,
copies of research reprints, newspaper clippings etci It is
www. toboK 4 W rarol.com
T o b l * 1k •" BwmjpU of fe*T*ocJk t ^ r c k ^ d
AM
ni^^H-i
Action Again* * x w
w*-«i*
•
Uovbr
•
uompiAgr- '
. eaidy
CMMton •
•--cfc** -••.,.
• d»W'
ds--
oJtQattKlM*.
corfadto*
COMUB*
coupon*
d M a a f
m n l tf/amrprPf
U i w l b a d
Ft*TAs
CvkUligJ*
Hort«rDo*b°n
HaîhgYoMliDKhh
H*t>HgT«s*Soyhl9
tockJMM
1iM«n*tw
I f * * * law
Rod
k*pl*
m-*
-art-hfaHbcro
nwdto budw-t
trmAa tufmn*
•a**"
wow*'
nvw vtctw
Nwrpon
OOH
autdhoM*
(•uwthont*
P-*-Pp-fri.
packaging
(**
H'ff&i&fafl**-'''•'•''•''
-:
." fkrtof-îwlii^-^.
IJiûfjMlhftlfc
-1 - nnFcjSgtY :..
'•-" F»T"'"
'"'. SS&:
" pi'"--. B**' ;
P5v*«*
• *•>*»*
pwmoC .
™*. •
rwiuitti
ftippiidblp t M M fwgraw
tAtponilbh* hfairt baoran
BtfJ-D««o«HlHH7w
SDIM
KMpfra.
Mbd' .
«jUMfe>£ipfay
.«***
ncpMHt
**me
*•»-
&ipportlhaLrf«-lrW<*t»
iwtvy*
Mfc
tefavhkm
*»*
twejor'r*.
»*Hth*
POP
•—idfefl
VflMhm
withdrcwo!
TA
VAF
YAM
TA5
vowgoMfVA}
y o v n j * fw&mK*
yw*
young W K + *
young
important in note that while all tobacco companies arc mandated to have particular iearehabtc ftejds on their websites
4torexample. Title. Author. Bates Nurnbei/Documeal ID,ete),
successfully acccssing these fields varies from onecompanyto
another" "*
$1rot«jay 5
Wc performed sercndipiunis searches. Without being, able to
perform subject searches based on a controlled vocabulary
{that h. a siandaidlsed sec of terms used to organise a collection of documents, books, etc. by concept-), we did not Jcnow. a
prion, all terms used within the documents to refer 10 people
under the ageoT 18 This necessitated a serendipitous keyword
search sDtategy,Through t l u j method, we kleniiacd numerous
youth related terms to assist in acquiring related documents.
These terms are shown in table 1 along with a partial list or
keywords used m both broad and narrow searching for-youth
related documents.
Srrtfw*
Smaller Collecuctis nf documents were also acquired from
state and civil suits against the industry. Tb reduce duplication.
each document obtained from these source* was checked
against documents already acquired, using Bates range as the
unique identifier, i n the case o f missing or questionable B a m
range, each document was checked using author, title and
•7
Morkefctg to US fouti
date. Ir is also important lo note That pursuant to (he MSA, the
industry is required io post to its website all documents
produced in subsequent uitgation While our study was abk lo
acquire documents direcily from plainttlT law firms* in theory
ihese documents also appear on the industry website*
Our document starch Tfsuiied in the acquisition ol
approximately 5500 industry documents, the majority of
which wrrc pertinent io the topic of marketing tobacco products to youth searching of Hie document was completed in
July 2001. Documents retrieved were dated from the 1930s to
the mid IWOs.Mostof the documents (86*>> in our collection
were acquired from the iotaceo company tvebsiies.
A possible fifth strategy could have been ihe acquisition of
documents from the Minnesota Depository- However, w found
thai searching at die Minnesota Depository was no tetter in
acquuing new documents than obtaining (hem through the
tobacco company websites. We have informally compared litis
of relevant documents on rouih marketing (verified by
comparison of Bates numbers \ identified through Our searching
of the industry websites with document lists gencratrc by ourselves and olhcts who have vlsiied the Minnesota Depository.
In general, we found good agreement between the documents
acquired via the industry websites and document; located
through the Depository, A recent study comparing acquisition
ol documents via The tnier nel as opposed to the Depository has
confirmed Durobsenauon that dociimentacquisti km is sirnilar
between the internet and the Dep^siTory-'1
Cotafoguing and abstracting
After acquisition, each document was catalogued in a
Microsoft Access database. Each document received a unique
identifier within rhe oalletrJon. However, for external jeteteoce pur posts. Pates numbers were also included in the database. The Bates number is a unique identifying number that
was assigned by each producing party to each page or the
tobacco industry documents when the documents were
produced in litigation. These numbers can be used to search
for documents In the 4B Irutai, the Minnesota Select Sci. a n d
On the "tobacco Industry Documents website. Bates numbers
are either numeric or alpha/numeric The Label "Bates
Numbpi* comes from the name of the machine—Bates—that
is used to stamp numbers onto pages of documents.!l Following ihe Initial cataloguing of documents, each document was
then icvtcwvtj by a professional Librarian or other project
member trained in the study's indexing methods. Each document was assigned a maximum of 12 subject headings, and
iernis were weighed between two major and 10 minor subject
headings based on content. Target market (young aduli
smoker, latino, African American. f W Y A S ["first usual brand
young adult smokers"}, etc) and marketing type {billboard.
coupon, point of sale, etc) were assessed! and recorded.
Additionally, an abstract was written f « each document.
Abstracting offers a researcher a quick but comprehensive
look into the content of a document, greatly facilitating
research when working wirh a large document collection. To
maintain the integrity and consistency of OUr wp*k, TWO separate reviewers evaluated each document for subject content.
All of the documents acquired for ibis study along with
abstracts art searchable and available online at hup://
roswelitobaccodocuments org under the heading "RoiWCfl
Park Yjuth and Marketing Collection"
RESULTS
Evidmca of inr*r**t m rbt smoking behaviour o l M«npP<rs
Within the "Roswcll Park toUih and Marketing Collection" we
found 26£ out of the approximately 5500 documents in the
collection ragged with (he minor subject heading "Tfouth
i < 18 years old} market research", ranging in date from the
1950s.Through the mid 1990s. These documents l o c a l thai
tobacco companies rourmefy researched the smoking habits of
teenagers and competed vigorousJy with each other to design
products and marketing plans to capture a share of the youth
smoking market. For example, a 1974 Tcpon to ihe Rj
Reynolds" board of directors explicitly stales Ihe company's
Interest tn capturing market share among younger smokers.
defined as those between the ages of 14-24 yeais: "Thus, oui
strategy becomes dear for our established brands—direct
advertising appeals to the younger smokers."" This report goes
On EG o u t l i n e plans for I be mass d i s t r i b u t i o n o f T s h i n s a n d
ether promotional items at beaches and expansion of
Reynolds'sponsorship of NASCAR auto racing because 63% of
spectators are under the age of 15.
A 1978 memorandum from, a LoriUard executive commented
on the success of ihelr Newport brand noting thai "the base ol
our business is the high school student"*• An undated
(estimated r^M^Rrownd-WtUiainsoniobacniConipanyrnar'
keting research report notes t h a n heir Kool cigarette brand had
a young age prohlc including teenagers: "The largest proportion of Krxil smokers are between 16 and 25 years of age.""
Philip Morris company documents demonstrate a longstanding interest in the smoking behavfoui of teenagers- As
early as the 1960s Philip Morris had commissioned studies
examining (he smoking habits of teenagers as young as 12 and
13 years. One 1963 study examined the brands smoked by
teenagers aged 13-18 years, how much ihey smoked what
prompted them 10 begin smoking, and how often they bought
cigarettes Ifom vending machines;" A separate 1973 memorandum addressed (0 the vice president Of Philip Morris,
James Morgan, discussed results of a survey commissioned by
Philip Morris aimed at youths between U-17 years or age who
smoked more than a pack a d a y * When questioned aboui
these studies during ihe Minnesota Medicaid trial. Mr
Morgan explained that these studies wcic "embarrassing
anomaDcs" for rhe company." However, other company documents clearly demonstrate that during the 1979s and 1980*.
Philip Morris was well aware of die faet Lhat its Marlboro
brand was the preferred cigarette brand smoked by teenagers,
A 1981 Philip Morris i f K a r t h rcnort entitled "Krung smokers:
prevalence, trends, implications and related demogiaptik
trends", expressed the importance of understanding factor*,
motivating teenagers to s u i t smoking as foDows: " i t is important to know as much as possible about teenage smoking petletn* a**d attitudes. Today's teenager is tomorrow's potential
customet and the overwhelming majority o l smokers first
begin to smoke white still in their teens" 11
Table 2 provides a partial listing of statements on youth
maikeiUlg from documents we acquired iron* the websites of
Brown & Williamson. Lorrllard. Philip Morris, and RJ
Reynolds. 11 "*
Using c o d * words to d t K r i b a v n d * n > 9 * smofcera
Statements about setting cigarettes to youth were made
explicitly and often in documcnisdailng before the mid 197tx
Hwever, our analysis suggests that direct references to the
marketing and sale of tobacco products to minors began 10
disappear i n documents starting in the late 1970s. At this
time, the term "young adult" (VA|. generally meaning those
I $-20 years of age. began to replace the term youth. Several
documents, indicate that the shift away from Use of the term
• -you t h" In in tern al correspondence was a mat t er of policy. For
example, a 1975 rwiTHHandum written by a Brown fr
Wuliaivtfon executive stales, "from lime 10 time when
describing market categories and rargcl audiences we use references such as 'young smokers', young marker, 'youUl market*, etc."* It proceeds 10 instruct the recipients "when
describing the hwv-agcendof the cisaretie business please use
the I t r m 'young adult smoker' or 'young adulr smoking marker", and. "that these terms should be used in all written
materials in ihe future".*
Similar mstructions were relayed to employees of RJ
Reynolds %bac£o Company in a 1*81 memorandum that
w w w - k f b o t o : ontrcJ. com
•a
Cl/mmintj.!, Morfey, Htyan,
TatA*
30
2
hrduitry documents c o n t a i n i n g sio+einents o n m o o t i n g tobacco p r o d u c t ! k> youlh
^Gmtb*r
Wm
CmmHnl
1974
fauna utJul imoka' Ifa * M * » °*td
OWIUJH
T h a purpOat at I n k m*4*cfi * « to gain aulo-ht into lb* pwcafatoAi, onHuriaa
onrf bahm**- of yoimgw, wo^ni^riamug u m U * , , , " "Aitony l o l w d about Urn
Tying V r l g o n M b t k i n lh* 0 9 * of Ian.'
WW
197.S
fc&W
* * : KooJ ancJyin cJ brand iWttahing
'ICoaliAttertapaiHlai* 1 ^ 2 5 ag» e ' ™ " 1 I'young u m o W * T C U A H W to bo
1">74
U W
EvtjHKir FonHoe Koal p i i
• A i K t H u w i f m i U n tawarad h a 09a ipaqku m -witi 4 flight ikaW toward Iho
1977
U W
ftt: MtaHi*g mm u I at of U W ("obWm lob "Conked leading riimi ki h u m ol duldran n a a C l d i . . fonlorl. jaauma
Srraal. . .contort G a r b w , 5trnvfcy\ M * * J _ . .* TJaimntort why b n young
paopW i**f* Mil baconlng *makm*.'
I07B
U W
Sauion 1 3 Irfipfctf krni for rigarafla
fotlval
l i - 2 5 op* group.*
33
'Ifnogary wal continu* "J b" important in b r a d *«tae*on lor I—rtogart "
moWy
34
l«B3
U W
C II>*MM * d v « rlitl no — p o n feattta*
"(Iha K o d apoil l i u p h t d . hip end i m o i n tonintanl w i A * * imoo* lhai brand
oHMipti to p v x p b . O - t a g to * • p W and flm eo*dW * u t i e f y i t o a u d » ) . t «
i p d takw on Ina daaamUni of on MTV YtdW. vn4 *w* m i w y *vM ba • «
nuunorriblt U a youngar aadtenot*
1M3 U W
Subjad; FocUm OCCOUHling for foal
•qlWM ond t h a n Olefin*
36
1934 BAW
Adtunonol onalyiM. lh* ivriionot b a n d
™**ilno rtwJkn
T h i brand n>(Mp hyp0>h«a.i ia« aw* #•* conttiawlHjn rf u n r r m^norty
un*np>?ymanl IpwfkuloHy youft| O M ) lb* r*cw> prica incnjoMS nova « m « d
Kocfi vokww ond ikoiv fe d a d W . . .* *DVo*dt directed tt lajp—Ufa nKaJ
olhiaMl by KorKiMc odmuaV (yotth w t d mh>o*ti*ai] w « n fAcJad
dupfoportiomit^ ' n-p*jrtwil KocJ rts"^*»—rw^fl naîian and baadbt. . /
Smiling intkhftca k » 1 4 - 2 5 y » « o k h * t w « U i K » o m c n g l i - 2 i ywor-aUi
! « • " DaflBgrafhlK by H M ol ptodvc], irwji)d« l d - 2 S ; b r a n d w r k h i n g 1 6 - 2 3 .
37
1973 LOU
! • : Fuuftn*f. O w r b m 4 SuAivnn
Ciganna Anoryiii f M f c 7 5 W
39
1975 IOR
»
1975 LC*
StoMi aoa brand a r n r a -n>uld b * aia m a for o l c o - y e n i — bw far *odk
compony'i JKHJ* oiiartad brand IMwfcoro, W i n s * * . Koof. NoaJ* 1«neWnry d
» w p i u J - ^ i W H « « J to yrH««jw ptdplf. ifj+cufaw* ekoul p o t f e m k m n f r g
dvcauW No*m, * • - * all f**f*r ID ha«a a yOo*g fcandHtai, « d n ora v ^ i r l t ^ l to
o c c » " t i i i h nW.''
Jiibtod: Ptograu J«pef1- Z » k Fihr' and QunHu r a t o * « » o i wyif>g ' Consume* an young p M p ' * balwaan 14 to 25 yaofi
o l i w . " Advsana* aH cMimuad usa cJ C O U I B H diffloy*, uuapjlivg, and l a w
w^pnnui an mburben ^cuh.
Monthol
MO
1977
4)
1963 lOR
IOB
42
1970 PW
Uwilord - Naw pf s d i ^ i w a i t i * u k n i :
IFT, WrJ, n*M st*p»
Indwtof 7 tobln. first* hibk i h o w lonSod biondt I M by 0 5 * f 2 U | ortd UK t w
M o b a d w d vnd I M W brand*, H«4di U o d b c a t ^ a t on u a m i j ) a tot "*nv n*«d k>
rittrad yewng unokan, parKaJarly y w n s m 4 * u i w b n k> aia ennpany'f k * J
hontlia*.* h d U L u J i c u u i o n «J djaipKa th&NicikrtDlCi Inc. o t o o c l r w n m P I
'nonifofeip«*jB» and tcMMnilatren ititflUxJl t? young u n c i a n ,
Ha: Nbmb*r ol u n d i a n
kndwtM pcfwlnhon Mrthk4toi b t i « 14^17 o g « Qroup.
[H«- T M H O O B tmofciug rotm]
Rataniv 1962 raporlon lumay of luflli icr>«rj M M ion Sioam'doily Hndun«
i n d o W m on»ng aiit group hot « m o W d rtabta ^ 2 1 5 ^ iinr» 19B0. n e m o * * .
Urn I 9 B 2 iMdy <w<rlnH o bghaf Hon rota EvmnaV n«on(] a*b>_' E q i n u N
toneann Aut ^ « C M V * * * H lumbal«J ^ • n a g i i b J a d M n j rapkfy. avarr«DobW
u n d t f e j Bieidanc* HKMJU n n a daclrtnp n u n b w ol aotoring aiwkan).*
qcftiKxu faowd ctv Philip M a m s
b»kwKXol ihidy
•Mtufcpfo 1x» " - J i o hajfh parcantoga ol ft l m o l w i omong D M rrpw of yourg
pKfik> ou* w n * y a i l u a w t i * •—c«n#y ( M ocunpua m b o j a itooonU, a k M * ki lha
ittftoiy and
H W Ii,«
fl ya
«o
ano
o n wirvagtvupt
ftraagiaipt n+i#rt
mtwoiy
a m •* »M* • W
wnaar
c fl ^îga)
o a j * T- |h" ** r * ora
« * w Mmtw
p»ttmHaQ— ond Morfcow A*n*» oaad k> b * [r>«cb>d~«a|liQB riudanki briBQWl
I
conptu, young p*opt» in • « • I t 17 o n g r o u p . . , ' * i j * j i n inH«i»w* f
toba
bar—ami a%*
HUo
g a i io f' "14 and 2 1 . "
Mho oppMM
OppMM to
ba bah>*«ii
O<IB<
43
197S PM
Subjad: Tha d a d i r * irt * i * iDhi af g m « t h ' S f a a n r D r t r * * r O B » i n l b | i ^ « b - i of 15-19 n o t a k h . . Meal of * — ilrndtinjr)
ihrfa*. twv* bkan n v r i l k M k> p*cf>U oga 1 B a n d ovar. hf art vwA dana, whldT brMoriberaRatf
indacln y«ung«r tMnog+n, lrwrM aian hi^haf Uaribare MOrLal pwnWfton
oaung T 5 - l 7 y a M nkfa.'
38
1981 f W
SJ11K+ Young Hnolwn. PWVDWHK*,.
Handi r imeficotHHM and hklfllad
d*awO«iP"tc kantfc
44
1W7
45
197J UR
PM
lit! by v * w C« F M N I H
._
H > a * aBvgKti oboul nam braock of
rigo**n»* tor a>* yowdi aiorkat
• • O H Mah**t ikiM indan omonr; ha inunpait moktn, ww wt*
• tionlaSa OaW w w a i o i a i horti Kia daefina- In t M hunJj* ol laaiiOBO
lufhi a o n
•nmlan,'
Indudw T H Muppal M o r i . , - ' M o i i u f a - l^rmrclad B M I O A f c a n ' t Ssftj*) o w l
* V > A o F i a * i « d * o 9 » . t o t i * » " a» a u v w in wrfiida cv<u«»a» U<Hwk •won pkrtad
' • ^ d b i l k a l y . 1 oil eampany n to mm*rw and pnMpar, o W a>« tony a m , •**
nuri gal our ikort <J aw youth m a r W . "
40
1973
BJi
S u b f * * C i g t i " * a concvfH to o u v m RJfi
0 torgar Hgmwif «| 4 w y o d h toorkal
S ^ i l n q b davalon KK y w * OppM" brorajr T i n s * n«w youaS O » M I îg^n*-**
(or m«THl toiftnc kfr which *>• k l a w i n a aihvflWng d p i n u cou» b .
unaqwratolV piavanc ihay will J a ^ i m m ftovot, I K M •n|n>ynantI oad n o r *
puft • • '
47
1974
RJ*
[S#; What t w t " u i w U n U MUKt lhaip
tir>l brand ol dgataHM*
* * a p t n o n B. going to u « * « cigpranM, ha ganwroly nnrh dunnj hi* toan*.
ptanurift I4 coniofoi wMh o do«a> bi«Hf Of iriandt.'
22
1974
U!
1973 Mork»!ins nhm
" A l i a s 1 4 - 2 4 og«arau>M<aW*i, Aay wiH onmritr lev a t a y d i c m o l l h a t o f c t
ctgoWNj v e h - M - fcr ol I H B I 4 M n»W 2 5 fwtn.'
4?
>9fl7
m
SubtnTr C«aai"* 7 5 * onnn«n«r)r
4?
19»
UB
YA5 nuourea dfoealion
praKntoltoi
-HanupmaaddUVMk: U ' l . TAS UOTI J * * 0 u H r a o d i VA5 wi*i o d c M i M n l
p m a w f c - i » i c » i A l 9 , 8 9 . i . n . . albcnl ( a f b n a i & o M n t x b G « + r a l t t a * * t
I r M . ' "Hiot-^t * If AS pruHt^rzton n m- (11 D i r a d a w J pack <>ftW; P i • " » " »
pott nfljart, P | laigaktd pack tompBiMj/ina-i:at4*
BAW, SVown & VVnVniwn Tobo««, Ccwpony. L O * , l o r i l « d lofcoteo Ctmpony: f M , r h d n M w r i i , KJt, U R«jnftWi T^bocco Company
* .tofcocccônhol x am
VXA334 0100
e l ol
Marketing k> 0 $ votrili
i9
ToMa 3 Terms OHodofod with youftg odulr
moHwrtng
TAS
fôAijpeW
30
discusses language used •'when discussing the younger adult
smoker market."" The specific terms to be used have been
redacted from all copies we » w a We to locate o w i [he course
of this study. However, the memotanrhjiri proceeds to "suggest
thai we all begin using this terminology in our oral communications, both formal and in fauna!'1.'1 A later internal memorandum (dated 8 Deeembct 1981) instructed PJ Reynolds
employees to falsify data collected on underage smokers by
reclassifying all those below age 18 as IS—"|t)he purpose of
ihts memo h i t * recommend aging all known under 18 year old
smokers into the NFO Panel Data at afcc 18 and classifying
tliem as continuing smokers, w i t h only those smokers new to
ihc business classified » new smokers. This represents
maintenance ol the current method of tabulation."1'
A 1926 document shows thai it was standard procedure [or
the law department ai RJ Reynolds to review advertising, promotion;, and packaging plans. According to This document,
the company policy is thai it docs not marker its products ID
youth or non-smokers, and the purpose o( (he legal review of
marketing plans was to keep the inaiketLig activities "within
acceptable risk parameters"/ 1
The term "youth" is rarefy seen in documents after 1980,
"dirt the exception of documents discussing youth access
issues, such as access legislation, prevention programmes, and
slaLcjtient; of company policy 4 that is, "we don't want kids to
smoke—smoking is an adult custom")- The terms most often
wen in industry documents alter 1980 refers to younger
smokers as: "young adtili smokers" [YAS). "younger adult
male smokers" (YAMS), and "first usual brand you rig adult
smokers" {FUBYAS). Tflc&e terms typically refer to individuals
identified as 18-20 years of age Acronyms associated w i t h
rhew terms, and the frequency of their appearances as target
markets within the collection, ate included in table }.
Entering the search string "YAM or Y A $ or FUBVAS or
young adult or young adults" into the search engine lor the
Online collection (httj>^Fonve]l.iobaccoik>cumcms.oTgk returned 928 results The term "young adult" appeared 68$
limes as "target market", w i t h approximately 540 of these
occurrences appearing in documents aflcr 1975. These
documents are highly descriptive of an intense effort on the
pan o* all cigarette manufacturers to compete for ihis market
segment- Documents Using various forms of "young adult"
terms often specify an age range, gencraJy beginning at 18
years and reaChiug an Upper limit of 20. 21. 24. or 25 years
However, inconsistencies in the use of these terms are found
in a few documents. For example, in Jantwry I WO, a division
manager foi RJ Reynolds issued a rjieirwrarwium asking sales
representatives lor the company 10 identify stores frequented
by large numbers of voting adults. He specified that "|r]hesc
stores can be in close proximity to colleges! J high schools or
areas where there are a large number of young adults
rreo,ueni[ing] ihc SIOTC."*" The purpose of the exercise was to
"try to keep premium items in stores si all times".*" In May of
the same year, the division manager issued a retraction,
stating: "1 was wrong In identifying the specific age group of
these young adults. It has always been this company's policy
that we ctonot promote or sell our cigarette products to anyone
und« the age of 21"'° TTie apology given is riot for rnisiakcnly
including -high schools" in the original tnemo, bui lather for
identifying a "specific agegrOUp"A second example of a document ihat talks Interchangeably
about young adult smokers and teenage smoking Is a report
authored by RJ Reynold) marketing researcher Plane Burrows This 1984 report entitled "Younger adult smokers;
strategies and opportunities", stated the importance of young
smokers as follows:'Young adult smokers have been the critical factor in the growth and decline uf every major brand and
company over the last 50 years. They will continue to be
important to brands/companies i n the future for two simple
reasons: (k) the renewal of the market stems almost, entirely
Itotn ] g-yeaf-old smokers, no more than 5% of smokers start
aftei age 24: and O) the brand loyalty of the tg-year old
smokers far outweigh wiy tendency to switch wiiJi age.*"*
While the report was careful o n l y to mention young adult
smokers over the !g years of age, the report's appendix shows
that "more than two-thirds of male smokers start by age ia,"
suggesting that the term "young, adulr smoker" is merely a
euphemism used to define teenage smofcer*"
A 1992 document labelled Marlboro Brand Review reports
data on the percentage of 16-24 year old smokers in the UK
using Marlboro Reds and Marlboro Lights/1*This report note:
that Marlboro maintains a strong representation among this
age group and refers to these younger smokers as "CHIMpS—
young, self confidence, socially active".™
A business plan tor Philip Morris USA for the period 1994-96.
discusses fetors that might impact tobacco sales" The plan
notes that Marlboro Is successful because it has a targe share of
the young adult smoker market. Thjs document discusses how
regulations could impede cigarette sales noting specifically that.
"young adults' access to tobacco products has become the anrismoking movements principal argument in setting to impose
further restrictions on tobacco sales and marketing practices—
primarily vending, self-service, promotions and advertising."*
Ironically, it appears that Philip Morris was referring to leeiiageis when ihey used the terminology "young adults''. Public
health campaigns to curtail marketing of cigarettes through
icsrriaions on vending machines and self-service displays have
cleidy focused on reducing commercial access to tobacco
praluas by minor*, not''young adults"-"**
A I W 1 Philip Mat risdocumcni also appears to be referring
to teenage smokers when discussing ihc results of survey data
evaluating trends in cigarette brand share. This document,
"Reasons for considering Camel as a serious competitor".
noted thai "in the pas: year. 1.5% of Camel smokers were new
smokers. This represents the second highest aew smoker rate
in the industry. Camel is outperformed by Newport (2.2%).
and it is. followed by Marlboro (1.2%\."*1 The report Includes
several charts referring to the age profile of Camel smokers.
One of the groups is labelled "VA". but has no age assigned to
the label. The "VA" label appear! to refer to teenage smokers
since the percentage or smokers reporting their usual cigarette
brand as Camel was different front all of ihc adult (18 yews
and older) age groups listed I D the table by age, but neatly
identical to a. federal government survey which estimated the
percentage of teenage smokers (age 12-17 years of age) using
Camel Cigarettes during the same lime period.*'
The acronym FUBYAS (first usual brand young adult
smoker} i$ not consistent w i t h the idea of marketing to adult
smokers, since 80% of smokers have established their first
bcand by the age of IS. The observation that most smokers
make their initial brand choices during their teenage years was
wtll known to the tobacco industry. For example, a Philip Morris report on smoking trends Of young smokers urri-jveu, " i t is
during the teenage years that the initial brand choice is made.
At least a part of the success of Marlboro Red during its IJIOT[
rapid growth perwdwasbecause it became the brand of choke
among teenagers who then stuck w i t h It as they grew older."**
Entering ihc searrh string "FUBYAS" into ihe Search
engine
for
the
online
collection
(hitp/zroswclr;.
www. lobciccaconrtrd.carn
Cufftmingi, Money, Horat>, * t oJ
no
iobarcodocumCJils.org) returned 31 industry documents,
most of which are rrom the RJ Reynolds website. A 1989 RJ
Reynolds marketing research report d i s c u s ^ ihc strategic
importance of young aduii smokers Dating thai this group
represents the only source of replacement smokers and less
ihan one in three start after age l a . " The report indicates thai
FUS/iAS drive the growth of Marlboro and Newport, and lhaL
the value of FlfBVAS group compounds pvrr lime because of
brand loyally and increases in dairy cigarette consumption."
The ttpori also outlined strategics to ainaci FUBYAS by giving
a focused ¥A message, recommending sampling and field
marketing that impacts peer pressure."*
Flpturcs o f lotHKCP product marketing g l a r e d fro n*w,
smoktr*
The number and vaitery erf industry marketing research studies found on each company's websites Suggests thai nothing in
the marketing process was left to chance We found elaborate
studies documenting large population surveys tracking biand
prercrences and small scale focused studies intended to gain
insight into the psychological dynamics of consumers of their
preferences for produci style arid packaging. The Often died
"loui Ps" ol marketing—product, price, prornulion. and
placemcni—offer a useful organising framework far reviewing the marketing strategies of ihc tobacco companies as
applied to the youth segment,"
Produci
Wilbur the "Roswell Park Tfouih and Marketing Collection" we
Identified 22 document? assigned the minor subject heading
"PrGdua-ôuih," and 313 assigned1 "Produei-Dcvctoprnerir"
which Indicates thai cigarette cnanutacturers recognised chat
tobacco produce design feature! are important to consider in
marketing to young smokers. As early as the 1940s ihc industry
recognised through market research thai certain Feature? of
cigarettes appealed to younger smokers. All anah/us of successful first bFand strategics conducted by RJ Reynolds attributed
fal] Mall's success with young smokers in ihc 1940s and 1950s
lo the brand's promise of mildness because of ihc product's
longer length." In ihc 1 950s and 1960s, Ihc success of filtered
brandcigarcrtcs, such a5 Marlboro and Winston. wasaitTibmed
to the perception among young smokers that filters made cigarciic smoke milder.'1 £Wicm«>ts from documents written $i
both RJ Rcynoldj*" ' r and Philip Morris* recognised the specific
characteristics of a cigarette such as the filter wete preferred by
a mdjoriiyofboih high school and college students.
Market research conducted by Philip Morris in 1959 noted
that young smokets could be won with mildness; "people
want mildness . wc also should win more young nonsmokers w i t h mildness."** in the carry l%Cs, cigareite manufacturers recognised thai brands featuring filters were the
most popular brands among young smokers as illustrated by
the following statements "Winston [was] apparently . . the
most popular brand with high school students."" The same
documcnieil« Salem as belng"rnuch more popular with high
school and college girls than with boys.""*
According lo a 1981 RJ Reynolds document, Pbibp M w i i s
began using ammoniated sheet material in t h r u cigarette*, in
1965, and "increased the use of ihe sheet periodically from
1967 10 1974.""* I i states thai " | t l h f s time period corresponds
to the dramatic sales increase Philip Morris made from 196? lo
] ^ j ^ " " The Reynolds report also notes quality improvements
and increased iales performance in each instance indicating
that ihc ammoniated sheet process led to products that had
"milder, snwoibet taste .. higher smoke pH .. .positive, flavor
without negative burky characteristics . cleaner tasie with
more free nicotine, and sircmgcr physiological impact with less
harshness."" The control o r a smoke pH allowed by ammoniation was died Lfi a RJ Reynold* document from 197? as a
strong fatioi in the success of the Marlboro brand." li notes
i»wvi .kfbrttoeonlral.F om
that pH r sugar. Tree nJcotine, and ammonia content of
Marlboro and Kool had favouiabiy affected the performance
of these brands a gain si Winston and Salem. RJ Reynolds followed PhilipMorris using ammoniated sheet material in their
products, introducing it in Camel Filters in [974 and Winston
Kings Jn 1979. The documents note quality improvements and
increased sales pcricumancc in each instance.10""
In a 1969 report RJR"s Claude Tkague proposed a formula
thai measured an individual's "propensity to smoke"' - This
formula was expressed as follows.:
P - [H * G) - IC + R|
where ? = propensity to smoke; H - nicotine habituaiiori factor; G = gratification factor; C = cost factor; and R = governmem regulatory factor.
According to league, this formula needed to eliminate ihc
habituation factor t&accutateiy eipress, a "pit-smoker's" proptniiry to smoke, since pre •smokers were, by definition, not
haWtuatcd.Thiskfr'G",oi'"gralificalioji",asthcsoLepasJiiwe
factor in determining ihc propensity for the prc-smokcr to
begin smoking * Subsequent industry research in the early
1970s focused on ways W meet the gratification rteedjs of the
young smokers, including the addition of flavours to
cigarettes. For example, in 1972. Brown & Williamson
reviewed new concepts for a ycHiih cigarette including cola
flavour, appk flavour, and a sweet flavour stating: "['H's a
well-known fact that teenagers like sweet products. Honey
might be considered,"11 The same year, RJ Reynolds was
speculating about a product that could target competitive
brands, namely Marlboro and Kool, thai have "exhibited
exceptional strength in the under 35 age group. tspedaUy in
the 14-20 age group" with a "product strategically Targeted at
this group [that] would, complement our current produci
l i n e " " One suggestion in ihc m e m o included an "apple wine
cigarette" owing to ihc "growing popularity of f n m wines
among young adults IS-2y'. < "
Another RJ Reynolds report by "league in 1*73 discusses ihc
importance of product Features if) successfully capturing a
share of ihe youth smoking market. "RealisdcaUy, ir our company is to survive and prosper, over the long term, we musr ger
out share of the youth market: In my opinion this will requite
new brands tailored to the youth market; 1 believe i l unrealistic to«pect that en isting brands identified with an over-thirty
establishment' market can ever become the 'in' product. Thus
we need new brands designed to be particularly attractive to
the young smoker, while IdeaEy at the same lime being appealing lo all smokers"" league identified [he following specific
chat act erlsucs to be used in developing new brandy tailored to
ttjeyouthrnaiket-(a) nicotinelevelof 1.0-l,Jmg/cigare«e;(b)
pH level of the smoke delivered] at a level {"3-8 to 60) to insure
slow absorption of nicotine: [c} tar content of 12-14 mg/
ctgarcue to achieve the desired teste and visible smoke; (d)
bland smoke to address low tolerance for smoke irritation of
beginning smoker, (c) 100 m m length in facilitate lighting:
and if) a reasonably firm rod." A 1974 summary of a meeting
held at RJ Reynolds, in which league is listed among ihe participants, discus&ed cigarettes designed foT beginning smokers,
noting that such a cigarette should be "tow in irritation and
possibly contain added flavors to make it easkl for those who
never smoked before io acquire t h * taste of it more qiriduY".''
By the early 1970s, Philip Morris* Marlboro brand had
become the dominant youth cigarette, and the other tobacco
companies began tr> focus cfTor l% on competing with Marlboro
for malkct share.*"* For etample, one British American
Tobacco (BAT) memorandum corruneme4 that Marlboro was
"the single blgg.esI threat (o BATs number 1 position. Ho one
brand can destroy M a r l b o t o " " The memorandum recommends 9 " .. .major effort behind one brand aimed at starters/
young ijdults"-" A 1975 RJ Reynolds report observed that" ihe
hknkating lo US youth
65mm Notmal Flavor Filler was the preferred category of
cigarettes among youth"." This report comments thai "the
14-24 »gc group" would 'account for key share of cigarette
volume For the ne*t 25 years" as ctiey matured.1*
With (he advent of "light" cigarettes, the "mild" flavoured,
high filtration, light cigarette would become the standard
"youth i U r i e r " cigarette by the late t970s, and has remained;
so through the 1990s. Philip Monis' Marlboro Lights has
dominated the youth, market segment since the carry 1970s,
and the rest of the industry endeavoured to create "youth
brand s" by copying the physical characteristics of this brand in
order 10 gain market shale.RJ Reynoldsconcludediihatorieof
the strengths of Marlboro over Winston among young smokers was (he perception thai "Marlboro was smoother than
Winston, and less strDng,1.'1Maikciing<mpcTtsat RJ Reynolds
Tecorninended chat "KJR should use copy strategies which
emphasize product positives io younger adult smokers.
Coonoiarjoris or 'weak', 'concerned', or 'low tar', should be
avoided and elements of 'mild', 'smooth', 'rich 1 , smoking
pleasure' should be emphisiied.""
Documents immediately predating the introduction of [he
"Joe Camel" campaign discuss giving "high priority lo eliminating elements of harshness from its younger- adult-targeted
products*.™ ™ The Joe Camel advertising campaign emphasised "smokingpleasure" and "smooth taste-.'1 "The paper by
Wayne and ConnolJy in this issue de scribes the rBeartJ] pro
grammes unpicmcmed by W Reynold* in the IvSOsand IWOs
lo reformulate Camel cigarettes so ti wouJit be perceived by
smoker* as mildeT and less harsh tasting and could Am tier
broaden Camel's user baser particularly among beginning
smokers who were opling for Marlboro* LorilJard introduced
its •"Harky-Davidson" cigarette brand in the 1990s also TO
compete wjt.li MarJboro. In I Wfc, Lorillard introducer! "HarJcy
Jjght 85 i " designed specifically to "improve the products
overall acceptability and satisfaction among young smokers
and to be more like Marlboro Lights 65"."
Price
it is well established that pricing is an unpociani factor influencing demand for tobacco products. Some evidence suggests
chat as a group, teenagers ate more responsive to variations in
tobacco product pricing-" Within IhCFosweU Park ltouth and
Marketing Collection''. 115 documents were assigned the
minor subject heading "Advcriisingand Marketing—Pricing',
and 37 were assigned "Ibulh i<lB years old)—Price elasticity"- The papa by Chaloupka and colleagues in this issue
examines industry document* describing on how cigarette
piking impacts consumption pauerns." The most explicit references to underage smokers come from memoranda and
reports written by Or sent to Myron Johnson, an economist ar
Phflip Mom*-™ "** Johnson studied demographic and economic factors that might Influence future irend5 in the sale of
Philip Morris' cigarettes. In 1975-. he reported that "Marlboro's
phenomena] growth rate in the past has been attributable in
Urge pan lo out high market penetration among young
smokers.. 15 to 19 years old .. lily uwfi data, which includes
younger teenagers, shows even higher Marlboro marker penetration among 15-17-year-old:s.~*,
In 3 19&1 memorandum. Myron Johnston acknowledges
thai the effect of a price iiiaease in cigarettes would vary for
different segments of the population: "Many of us have
hypothesised that price elasticities are different for different
demographic or Hxweconomic groups, e g.P thai price
increases would have less effect on the higher income groups
and on the aider and therefore more habituated smokers, than
on other smokers."" In a subsequent memorandum. Johnson
comments how a price increase in the cost of a pack of
cigarettes would have an especially large impact on teenage
smokers and Marlboro sales: " | w | e will no longer be able to
tety on a rapidly increasing pool of teenagers from which io
Ml
replace smokers through lost norma] attrition - . . Because of
our high share of the market among the youngest smokers
Philip Morris will suffer more t h a n the othei companies from
the decline in the number of teenage smokers-"" In a 19S\
report authored by Murray Daniel be commented on how the
gasoline shortage in the late 1970s had contributed lo the
declining trend in teenage smoking prevalence: " I think it is
more than coincidental that the sharpest declines tn smoking
prevalence among- teenage males occurred in 1979 and 1980.
the years in which the price o f gasoline rose most sharply.
When ii comes io a choice between smoking cigarettes or
cruising around in his cat the average teenage mak would
probably choose the latter.""
Documents produced by RJ Reynolds reveal similar
findings."*' A 1994 RJ Reynolds report also highlights the
importance of price as a factor influencing cigatcucs sales to
young smokers- The report notes: "|s}omc evidence suggests
that younger .aduJi smokers are interested in price, but
unlikely to adopt a brand whose only hook is price.""* The
report goes on to recommend t h a i "a price value brand would
need a- conspicuous second 'hook' to reduce possible conflict
between younger adults' value wants and imagery wants. The
most suitable 'hooks' are likely to be based on product quality,
since these provide easy-to-cxplain public reasons for switching. Tactically, extended periods of closely targeted pact
promotions (B1G1F |thai is. buy one, get one free J sampling)
in selected sites leg..convenience store?, military exchanges,
special events) could lead to biand royalty from repeated trial.
This should be considered an investment: program."17
Philip Morris' decision TO slash the price of its popular premium brand a ga relies in 1993 (that Is, Marlboro Friday),
coupled with an increased emphasis on value added promotions, helped fuel a resurgence of youth smoking in the
[vSCs.""0
Advertising and profTrotfons
Pcllay, a marketing professor at the university of British
Columbia, has reviewed industry documents produced in
Canadian tobacco litigation on the subject of marketing to
youth." He found that ihe tobacco manufacturers carefully
and extensively researched the processof conceiving, developing, and deploying cigareire advertising targeted to youth, l b
recruit starter-., brand imager communicated independence,
freedom, and peer acceptance pod advertising portraying
smokers as attractive, autonomous, accepted and admired.
and athletic According to Pollay, the industry's documents be
reviewed demonstrated thai their cigarette advertising influenced demand for cigarettes, not just brand loyalty and brand
switching as the tobacco industry has asserted.tl
Wfc have also uncovered many corporate documents from
US tobacco manufacturers that make reference to brand
imagery as a critical factor in the success of a givefl brand w i t h
young smokers. For example, a 19*4 RJ Reynold* document
attributed the success of Marlboro to IFS strong imagery that
"was in tulle with younger adult smokers' enduring want to
express their maturity and independence through smoking.""
The success of Winston as a brand popular with young people
in the 1960s was attributed to "peer pressure—the 'bandwagon effcer'. 1 ' A 197J RJ Reynold document outlined the
advertising elements o* a brand that would attract young
smokers as including "participation, togetherness and membership in a group ...a mechanism for relieving stress, tension.
awkwardness, boredom . . adventurous, different, adulr . . .
something arousLng. some curiosity and some challenge
must become the proprietary ' i n ' thing _ .should not be perceived as a 'health' brand"*
I t e n * aged 16 and 17 have especially strong social ties io
friends.*1 Thus, advertising which reinforces how a product
will contribute to acceptance by one's peers would be expected
to be especially effective with teenagers. YJe uncovered several
www toboccoconiFoi CP">
in
examples DI marketing pfans stressing social acceptance as a
central theme of (he advertising. For example, a 1984 marketing research repoM by RJ Reynolds rjommenied ih.au "[gjrven
younger adult smokers' keen interest in p « i acceptance/
approval it is likely thai younger adult smokers would b e
interested in a brand which effectively a d d r e s s social
atccpubiliry and also provides the orhei smoking benefits
[hey w j n L " r This reporr recommended chat RJ Reynolds
"mi*e (Mources available to develoftftmprove its capabilities
•0 thoroughly identify and track demographics, values/wants,
media effectiveness, and brand performance within sectors of
•he younger a dull smoker population.""
The results til such an investment in market research
appeals in documents b t ^ i lining in Ihc mid-1950s which refer
ro siudies on younger adult smoker perceptions of Camel
cigarettes A I9&4 memorandum analysing young adult
perceptions of Camel recommended that advertising (or
Camel "be positioned against youn& adult smokers w h o wouid
like to be non-cottformisi" " This memorandum includes a
tabic or FUBYAS social groups. Including such labels as
"Goodies", "Preps", "'Rockers", and "Punkers" Came] is
defined as appealing to "Rocker5", "Party Partiers", and
"Punkers".* 1 A |9*« memorecommends that Camel advertising be directed toward using peer acceptance/influence to provide the motivation for target smokers [defined a? 18-24 male
smokers) to select C a m d ' T h e memo suggests that the objective the advertising be ID convince 'tirgei smokers that by
selecting Camel as their usual brand [hey will project an image
that will enhance iheir acceptance among their p e e r s " " The
memo nptes that, "advertising will rely on clearly aspirauonal
appeals (the me I want to be versus rhe me 1 am) t o provide
the motivation for target smoker: to sekcr Camel.""
Cigarette companies, h a w utilised a wide range of promotional strilogies such as sampling, Use of dl tecum coupons,
sponsorship of events, poini-of-sale Incentives (for example,
fciy one get one free, posters, lighters. T shirts), conitsis. and
media delivered advertising (TV and movie product placements) to promote and maintain rjrand sales. %>bacro manufacturers have fastidiously held to the position that these
promotional efforts arc aimed ai rslabliscicd adult smokers,
with the goal oT capturing potential "brand-switchers".'
Hsavevcr, the pubfit health literature has clearly demonstrated
that youth are aware of arid pariLdpating in a wide variety of
tobacco brand promotions, and that there is 3 consequent
adversr effect upon adolescent smoking behaviour.'*''™ The
paper by Kaii and Lavack in this supplement examines the
industry's use of bar promotions to market cigarettes." while
one might expect that bar promotions yuouid have no impact on
ICCnagC smokers, tobacco industry documents reveal thai such
promotions help communicate product bran* information indirectly through a diffusion process.** Since teens aspire to be
oldei and more mature than ihey arc. recruiting younger adults
to smoke your cigarette brand is perhaps the best way to Iry to
communicate to teens that youi brand is the "in brand" .•*•
Within the "Roswcll Park %uth and Marketing Collection"
a total of 477 documents w e e coded with 'Advertising and
Marketing—Promotional item/program" As the size of this
subset suggests, promotional item giveaways appear to play a
large role in I he marketing activities or ihe tobacco companies.
For example, during the 1970s and i»80s Philip Morris sponsored the "Marlboro Resort Program" which described
promotional activities geared IO the younger smoker during
spring break, summet vacations, and Christmas breaks in
places like Fort Lauderdale and Daytona B e a c h " " T h e rationale for (he programme was based on the observation (hat
"vacationers (who are young adults) are 'ideal candidates ku
Marlboro"'/' This lepon describes the "MaifbOJO Resort Pro
g r a m " as including promotional materials such as posters,
mass sampling, store &ales with offers lor free Marlboro LOWels or T shirts, and point-of-sale incentives.
In the 1990s, Philip M o m s sponsored the MatllnMO
Adventure Team," which had the stated £oal to 'increase vis-
CommTngs, Morley, Horan, * l o l
ibitily and build Marlboro » l e s ' . " " "' While many of the items
offered as part of this promotional programme would appear
10 have a youthful appeal, Philip Morris required parxicipanu
10 provide their age and signature, with the disclaimer thai
"individuals must be 21 years of age or Older' t o participate.
However, we found letters from parents sent to Philip Morris
insisting that the names of their underage children be
removed from the company's mailing l i s t . w This indicates that
Philip Mortis was at least aware thai the promCrtlollal
programme was ail (acting the attention of fand responses
from) underage consumers.
We uncovered many documents describing programs for
cigarette sampline Many of these documents indicate that
sampling activities arc reiirietcd to smokers 21 and older
However, despite such statements, t h e locations selected for
sampling often corresponded t o places where young people
would be expected to congregate, such as rack concerts,
sporting events, recrtaiioriaf
areas,
and
shopping
m a l l s . " ' " " ' " " ' • ^ ' " c o m b i n i n g sampling activities wtth eveni
sponsorships offered the opportunity to distribute promotional hems, to both sell and to sample (that is, distribute
freely), and >o cofletri marketing data from attendees
Additionally, event sponsorship provided the opportunity to
estend exposure of the brand name andVor logo when ihe
event itseJf is advertised, discussed or reported on in Ihe
media, or leLevijcd."*
Sponsorship of sporting events was especially popular with
the cigarette industry since it gave them a vehicle to link their
products with popular events and an opportunity to gel their
brand logos on television in violation Of the spirit of t h e federal
broadcast advertising ban. A 1987 Philip Morris discusses the
value of sponsorship of auto racing: "Marlboto 500 at Michigan International Speedway was highly successful in creating
brand awareness and generating positive publicity. The PM
sales force did and exceptional job in placing banners and
RO.S. |point of sale) material in the surrounding area, as well
as conducting sampling activities at the |i*ek itself. The race
was broadcast live on ABC-TV, and Marlboro signage vvas visible throughout t h e 4 h o u r telecast"'™
Placeman!
Within the 'Roswell Park » u i h and Marketing Collection", a
total of 69 documents were coded as "Advertising and
Markcting-Produa placemen!" Product placement refcis, in
this coding, to the location where tobacco products are offered
far sale and the placement of product advertising. Many of die
documents w e found revealed a strategic interest in placing
youth oriented brands, promotions, and advertising in
locations where yotmg people congregate.*" ""-"* ^ ' » For
example, a 1973 Wiastuu Box Marketing Plan, prepared by
William Esiy Agency for RJ Reynolds, outlined strategies for
targeting of Marlboro Box smokers in certain markets, including the metro l o s Angeles test area. The target audience was
defined as "young, affluent, urban male, age 14-20, who comprise nwjoriry of bcot smokers". 1 * The report outlines a media
plan, including schedure and budget for newspaper \ sports
section), magazine, out-of-home, point of iaJe, and promotional item methods, including "use of serf-service displays in
retail locating accessible to and trafficked by the larger".1** A
10M Philip Morris report reviewing possible locations for the
"Marlboro Spring Vacation Program", whose goal w a s to sefcet
places where young adults congregate. The report describes
ski resorts and 9S different beach locations:" w e also located
two instances in th* 1990s where RJ Reynolds sales reps were
tnstrtic-ied io identity high volume cigarette outlets in close
pmiimiry to cofcgesand high schools where laige n u m b e r s of
yoqng adults are likely t o frequent." ""
The paper by Mekemson and Giant i in this supplement
examines how the tobacco industry promotes smokbig
through entertainment media.1** In our analysis Of documents
www -l^boccoc oow ol. com
VXA334 0104
USX3G1 1516
Marketing la US y w *
pertaining to marketing 10 youlh. We identified several
post0971 industry doeumciits on product placements in
films, .ankles on celebrities smoking, and the encouragement
ol smoking on IclevfikHi A i972 letter from Beverly Walkct of
Universal Pictures to RJ Reynolds expressed interest in the use
of CanwlandVorWlnsttw radio commercials frenn 1962 for use
in the film American Graffiti '** The authot of the lettei
captains that the films' plot focuses on a group of teenagers on
the cusp of adulthood and note* thai "the value of this type of
subliminal advertising is known and accepted by now".'" A
letter dated October 1W9 from Dovemead Limited to Philips
Morris Europe discusses ihe placemen! ol Marlboio brand
name in (he movie Superman 1 1 " ' The lerter notes that the
Marlboro brand name will be shown on a billboard in a major
seene and outlines the monetary and discretionary specifics of
agistment r A 198J internal Brown & Williamson memorandum discusses the "Kool record conuTiuity promoiLonal
concept"' suggesting that ptoarammr be lied-in w i t h ihc RCA
record club and offer ifcoids ai 50% discount."7 the
fncmolandum explains (hat "smukerscan order hom a special
Kool eaialog and imagines thai litis will reach the Kool target
audience.wilhlhc benefit of possible tic-ins such as MTV'."*
V * located documents from 19S3 describing an agreement
between Associated Film Promotions and Sylvester Stallone
guaranteeing use of Brown & Williamson products in no less
than Jive movies for a payment of $500,000."' A subsequent
Brown ft-Williamson document describes the Items purchased
(jewellery, cat, cic h for product placements in "Where The
Boys Are", 'Killing, Ground", and "Sylvester Stallone
movies".,V1 We also lound a 1989 document listing Philip Morris schedule of product placements lor 19A7-S9-** This
document provides a list of m o w titles, the products supplied
io ihe movie producer, and m i n u t e d fair market value of the
advertising gained from the product placement Products supplied include cigarettes, signage, neon and period signage.
Movie tides Included "The M tippet Movie"", "Amazon Women
on the Moon","Robocop","Tapeheads","Preainft3m",-Field
of Dreams", "K-9", "War parry",, "Who Framed Roger Rabbit".
and "Crocodile Dundee""
DISCUSSION
The results from this study reveal That Ihc cigarette manufacturers have competed vigorously against each other ovct the
late 50 years to capture a share of the youth market. Despite
the industry's public assertion that its marketing efforts were
ofily kilned at bjand loyalty and switching. ihelr Own
documents contradict this claim- The documents show that
each of the tobacco companies carefully researched and
knowingly implemented marketing strategies to appeal to
young smokers. Before the mid 1970s industry documents arc
fairly explicit jn discussing ihc need and desirability of
rapturing a share of the teenage stnoker mprkci. Later industry documents talk about FUBYAS, beginning smokers, starter
smokers, and young adults smokers, without mentioning
teenagers c*pliciily. However, merely changing the language
used lo refer to teenage smokers does not alter the underlying
economic reality that rruuircs companies to capture a share of
the starter market, mast of whom arc known to be teenagers,
in order to prosper. As staled in the marketing plans for Marl-,
boro. the goal was to "attract young adult smokers and retain
thctn as they age-V' Ironically, dropping the reference to
teenagers as the target audience far a particulat brand would
actually be perceived positively by older teens (1*—17 years
ohf), who dislike being referred 16 as Teenagers", and instead
prefer to be referred to as "young adults"."' Marketing
research indicates that older teens are not attracted to
products that are explicitly marketed to teens.*1 Thus, the
tobacco industry's suggestion thai tobacco products are for
young adults smokers actually makes cigarettes more appealing (o teenagers.
M3
White this study carefully attempted to research the tobacco
industry's claim that they have n o t been interested In recruiting young people to smoke, out ability to understand the marketing practices of the industry is limited to the materials
present on Industry" websites. We? were only aWe to examine
the documents that the tobacco companies turned Over
through litigation. We do not have access to material thai has
been withheld, destioyed, or is in the possession of
non-tobacco companies such as advertising and consulting,
firm*. In other words, we do not know what we do not have,
and probably never will.
Nonetheless, wc havt uncovered evidence that suggests that
relevant documents may have been destroyed. A 199 f fax Irom
a New "fork marketing firm t o RJ Reynolds refers to an
attached fist of focus groups and market reseaich material on
Ihc "Joe Camel" campaign noting "under our current scrutiny,
a Wise move to rid ourselves of developmental work'" "* Wc
also learned that with regards t o the youth marketing issue,
the language used in documenrs. especially those from the
most recent decades has been s a n i t i s e d " " Despite what rhc
tobacco industry may have w r i t t e n or said about not wanting
youth
lo
smoke, their
actions
have
suggested
otherwise c ' " "* For example, in the mid 1980s, the Camel ad
campaign featured Bob Beck, the Indiana Jones style safari
suited Adventurer, who was intended to project an Image that
would appeal to young males. When this campaign was
dropped in 1987, it was replaced w i t h the infamous cartoon
Joe Camel campaign, hardly evidence of movement toward*
an adult market segment.
TTie recent prolifeiation of cigarette brands touting cooler,
smoother, and milder tasting smoke suggests that cigarette
companies are still competing to capture a share of the youth
smoking segment. Previous research has shwvna snoiig preference for smoking menthol cigarette brands by African
American teenagers."* in I9W, Philip Morris introduced a
new menthol brand. Marlboro M i l d. targeting younger African
American smokers." A recent report o n the smoking, habits of
îhgtade students in Erie County, New ifork observed a major
increase between 1996and 2000 (from 8 * to 28%) in the pet
ccmagc of African American teenagers who reported smoking
Marlboro," U the recent inaeasc In Marlboro's share of maikct among African American iceuagets in Eric County, New
'York merely a coincidence or some unintended side cfleci of
marketing to adult smokers? The sheer volume of marketing
research performed by cigarette companies on virtually all
aspects their products, suggests that unforeseen effects of
theii marketing efforts I such as teenageis Wing attracted to
purchasing their brand) are unlikely.
The industry documents reviewed in this Study validate
some "tried and true" prevention strategies and suggest new
approaches fat discouraging cigarette smoking by young
people.'* Number one among th e " t i l e d and true" prevention
approaches is keeping the price of the product high. The
industry documents acknowledge that young people are sensitive to variations in the price of cigarettes.11" Increasing the
cost of tobacco products (both monetarily and psychologically
in tetms of lime and effort to acquire cigarettes) discourages
smoking. The documents also reveal that young smokers primarily select a brand because o f jis image, not price.* " * "
Thus, while young smokers are price sensitive, they tend not lo
w?ni to substitute a premium {image oriented \ brand for one
whose main feature U its tow price- "to help reduce the conflict
young smokers eaperience between price and imagery,
tobacco companies have devised marketing strategics to add
value lo the higher priced premium brands that teenageis
want." " These strategics have include promotions lite such
dS buy One pack, gel one free ( " B l G l F " ) . the offer of gills in
return for used cigarettes packs, and packaging cigarettes into
smaller more,affordable units {that is, 10 cigarettes per pack
instead of 20]/"" Presumably, restricting these types of marketing approaches would help discourage young people from
smoking."
www. tobactocoAfrol, Com
Cuiwningj, MefWy. Hoton, ol ot
iU
The tobJCfo documents also provide support for ongoing
efforts [0 limit the way that lobacco products arc adveitised
and promoted. Placing strict limits on where cigarettes ate
sold and advertised is an obvious approach ID discouraging
smoking among young people. Product placements and
advertising should be kept away from schools and other areas
with a high volume of youth tiaftk. Convenience it ores and
gas stations are the main commercial outlets where underage
smokers poichasc tfgamtes11'" Communities should COtisidcT enabling zoning restrictions to limit [he number of
tobacco selling outlets. 1E is likely that (he densiiy of tobacco
selling outlcis impacts the price of agamies [ihai is. more
outlets lower prices because of competition]
The tobacco industry's market research reveals thai advertising and promotional efforts rhat associate a brand with images
of autonomy, togetherness, risk taking, and social acceptance,
make the brand more attractive 10 young people* Review of
cigarette advertising and promotional activities by an independent board with authority 10 eliminate elements of marketing
that make cigarette smoking attractive lo young people should
be required a! aH tobacco companies lb date, the tobacco Industry has opposed such a review process"' The marketing
document! of the cigarette manufacturers litem serves make It
clear that it is rouble to regulate themselves when it comes 10
restricting its marketing M> the youth segment " " ' "*
The industry documents also provide evidence foe some
[levy approaches to youth smoking prevention, This study has
uncovered evidence thai product design features such as the
package style and colour, the length and diameter of the cigarette, and the use of additives u> make the smoke less harsh
I that is, milder and smoother) arc deliberately manipulated 10
make a product m o i i appealing to young "starter"
smokers"" The implication of [his finding is that product
d«ign features such as the length oi the product, i n filter, the
burn rate and temper at Lire, ingredients and smoke chemistry
(pH ]*vcl of {fie smote) should be carefully evaluated and
regulated In ways thai make cigarette smoke less palatable to
the new smoker (thai is, smoke that is not so easy to inhale),
adoption of prominent graphic warning labels such as those
now required on packages of Canadian cigarettes would serve
the duel purpose of helping to educate consumers about the
risks of smaktag while at the same time making the cigarette
pack less appealing io younger smokers." Research in social
psychology provides theoretical and empirical justification for
the use of vivid photc-gfaph* in warning labels.1" AJicpiativety. cigwen« could be packaged in identical plain packaging which research suggests would nuke cigarette smoking
less appealing to younger smokers/-''
I D a recent survey of adult smokers. Stovic found that most
respondents said That they would not start smoking if ihey
had lo II do over again"'The tobacco industry has exploited
the fact mat adolescents are not to a position to make an
Informed and rational choice abour smoking. Adolescent
decisions to engage in risky behaviours;, including tobacco use,
reflect a distinctive focus on short tertn benefits and an
accompanying tendency to discount long term risks: or
dangers, and to believe ihai those risks can be controlled by
personal c h o k r . " "
Studies o i teenage smoking paitemsalsa show a tendency
among adolescents who have begun to smoke to discount long
ierm health r i s k s . " 5 " " A recent survey o t adult srnokets
found that while most ale aware that smoking is associated
w i t h an increased risk of disease, few believe that ihis risk
applies to themselves since they optimistically assume (hat
they wilt stop smoking before experiencing health
problems."^ This obscrvarJon. is reinforced in a report prepared
for Imperial Tobacco limited {a Canadian tobacco manufacturer affiliated with British American Tbbaeco), which.
examined the smoking altitudes and habits of teenager
smokers, The report notes: "(s]iarters no lOngCr disbelieve the
dangers of smoking, but Eticy almost uniWKally assume these
www.tabaccocontroJ.com
Whet Ihis paper edds
The vast majority; of smokers begin. ( M r WJptlng e o r w i
as teenagers. Teenage a n q t o ^ w r o t e the mcrrt rwqvjjjf
advertised cigurattB wotvefi,T&iijijirJ.- j b y a f i M oV* W w f l y
established aurtng .lta teenage yea»i' yVtth'<^?tiveb'nrw
smoker? witching brands anra/g|h/-* Pwp5?.th^ eyidMVce,'.
cigarette ipcn^bch>r*Rr claim |Ho| kty fa n^'Mptf
itftioa
to smoke and that meir marJajJIrtg qrflviHetare aimed only
O* BEfaWnJiad pduS HlKAaf.: :'."*•\
This paper describp* r«ulr» Frbm a iystomaliG or*»*yn* of
thousands of prwquary were! |bi|«ccc Indtiifa^f d o e w w h
tq evokrtrte i W d a h r t M ^ . f e
intweit. In marketing j b products to youth. T h a ^ u l b From
this study reveal on undeniable tr#ereri on Irw pari of me
tobacco indkrsliy in morkoting cigarette* to minors- In on
ftftert k> compete for a share o f m* startw j f l t c W marker,
cigarette compenie* hqvs . cheated specks] product
fc*molatiam, developed unique packaging aVugns and
pricing schema*, and developed adverfisln0 U M prprnoHonoJ campajgru so Id appeal k> tna uniqiw wonts and
needs of Ihe young smokir-\.th« Indjtnhy d^curnenft
provide evidence la support m*. roflpwing approaches to
tobacco prevenlion: {1J keep rf» price of f i e product high;
[1\ keep product p l a c i i B w * and.odrtrriilnrj away frpiti •
schools and other areosxHrha high volume <£ y«*h'jnjt'(k; (3) make cigarette ooWtislnpffjhbi i t , theme* and
visual images] unappealing k> "yeHirfi; fjJ] moke p/odud
packaging unappealing * j y o u m ; and [5\ dvsign l m product so i l i * not easy b irthole.
risks will not apply to themselves because ihcy wj]] net
become addkEcd-"IMThe report also comments on the fact thai
teenage smokers rapidly learn how difficult it is [osiop smoking once they start smoking regularlyL "[ojnee addiction docs
lake place, ir becomes necessary for the smoker tn make peace
with the accepted hazards. This is done by a wide range ol
rationalizations . . .The desire to quit sccrru- to come earlier
now than before, even prior to the end of high school. In fact.
it often seems t»takr hold as soon a* the teceni starter admits
to himself lhat he is hooked on smoking. However, the desire
to quit and actually carrying i t out are two quite different
things, as ihc would-be quitter soon learns"""
Once smokers discover that i i i s not so easy to slop smoking,
they begin to develop a wide range of rationalisations EO
suppuct ihcir continued smoking behaviour" 1 As described in
the paper by Pol by and Dewhirsi in this Supplement, i h t
tobacco industry is wailing and ready to support these rationalisations with a wide array of new products (for example, filtered cigarettes, k w tar no additives| providing the illusion oi
& less hazardous cigarette/" The tobacco industry documeuls
provide a unique source of data upon which (o design a new
general km of prevrntion and control strategies- The only ingestion lhat remains is whether publk healrh piactirioncrs will be
able to uiiJise- the knowledge gained from, those directly
involved in marketing tobacco products io reveise the outcome.
AC K N O WLE DGMENT5
The TFseareh described In this paper was suppaTLed by grams (rem inr
Kationai Cancer liMliiuie CAnOil-OJ, CAS7fc9fe-0t. and by Cote
Grant GA160Sfr-2<>
Atfthon' trffwrotiora
K n C w n n i i n g c C P Afoftov, t K H o i x m . C Stoaw, D^portrrwit of
Coricar Pnn*(*co, Epidemiology A BkjiijhfSci. ttnwtM Port Conce<
JmJrtui,. BulUo. N » Yo-l. USA
N - l LacncUj ounime^land C-?«r™uf-icaHcvii, Bullala. New f ^ k . USA
US
Mortisling fc> U S youth
REFERENCES
1 C u M f l r i r g t K M , U O Y J I N - fruwtftng youlh smoling. Pi«*n1o>kin of lb*
A m r < a n K b l k Hoot* A+tociaTiOf. Annual Moating; Cîraô, llirhoii
N o w - l w 1W9.
2 S M rhn torfrfwny «f lyrm P^~**y v f f**' Morkoiino. ol M B in Ibo
M i t i n n o t o lobBCC* Ktigenieii April 20, 1998 and lha tMlimony of
Jorr*i Morgon, ( O H M I CEO ol Ptjip Ucrrii Tobotfc. Company in fh*
MftfrMota tobtxiO migotfofl, April 2 2 , 1998. in Youth and Madonna,
CeDodiofi linlod through U t t : httpt/AoiwcJiJabaccDdMUBcnK.org
J HiO e n d PClMMttton. CldO!*** monufochrvn Owountf odvirtifing coda.
|pf«.i rtloaia] B r u m 8 WMiomiori Tobacco Company: lot April 2?,
T?A4. A « B H irat*: A ^ « i 3 1 , 3 0 0 1 b i u hhi.
M 0 0 0 O O 4 5 i W 0 0 0 W ? . UHL- r * p : / / w w . b w . o o l o l n . o O T / p « a f a : o p
d r h t f i n M o v M AfiiQnog(wn1(Kn»|pd^rKw<Mfll] 1!oflcatlun*29.
1995, poQa 12
5 H o A o W A»*e-cioliun a t A N e m o y i h i W Muli-sior* MflWfMnl w *
m* Kcrnco InJutfry. Beaton.- Teboreo Control taaoure* CorMr, Tobotco
Product! UofciBy Pro^d. 2 0 0 0
6 fWfip M o r r i s to H a p n i b i n ffwgorina* rood by j o u i h , H * w York
r«w.Juna6.2DD0O7
7 T p b o w o InHifula. (ft lb- pubac «Jmrst rbr*i dacadat <J « i r * * v « by a
r H r a M i b k e i a a r a t t a i n d u i h y * Icbocto Injlrtut* M y 1?, 1 9 6 5 Accou
d a h . A n g w l Z I . 2 0 0 1 . BC4M Ho TUWM350666- T 1 M N 0 3 5 0 4 6 7 1 UfiC hWp//wwwJobottokMHiiH « . - .
B Tobacco U n c o r d Craorah* n a W r y Sn*c*i™* ooe-uiri youth wicking
IqbDccohriiM«- 1 « 0 A c e r a d o f a : A M . « 1 2 1 , 2 0 0 l . f o r - i N o ,
I W H 0 3 2 5 S 3 4 - llMN032Sa35- W t h t p ^ /
m m lobominiHtult.timi.
9 lynch I S , I M M HI. G r w f r i g up Ubocco frw Wtutiingtm PC
NotionCn Arîdarny "row, I W
1 0 C w w u n f t * K*L HJond A, la-mlE, M o l . D-Ucrtponr.iai.il c>Bot*n*
brand w C m f t d odu* morUt ill<m at* now b>#fi una*, an filing Hi*
gop> r u b o t i o Contei 1 9 9 7 * ( w a a l J) S 3 8 - * 3
* 1 dollar KW. laigafing yourii and c M t a n i s d W « A * t : «vid*<KO from
CoradontoboccoiriJuilry tlnt«ivi*nft. Tobacco Caiiaol 2000;l:! I J 6 - J 7 .
J? K « r JF, Chot W S . Gttcin £A, #f ed. Tobacco ktdway promotion, of
cigerdnH Ofid o d o W c * * * uhoklng M * H 1 9 9 B ' 2 7 9 5 1 1 - 1 5
T 3 Datofon J M , Gtlpbi EA, Scrg«<* JO. o* oi. Do movir itaf > intouroga
odcJn<*riti to tton imclmg? E » « t ^ ^ . ham Canlarnu. f>»" jM«f
im*;l*l-n
I * Rinq C I I I , S«B«I M. &• n™tsp»cili( tigorid* Cuffarli^llt^ in noQalinaa. in
•tk*M
to youft «nd jming oJJr rKvlnokip, 1 9 B i l ? 9 ^ Nicohn* loir
B+, I 9 « , l J 3 1 ^ 4 0
15 £ o r g f r * JO, Dalton M , Baoeh M, v« o/ trg*^ ol £ < g o n n pjomtyimu P «
imc*inD <5Al-««toAgaclol«K«nti. Pr»v M ^ 2 0 0 0 : 3 0 : 3 2 0 - 3 7 .
I A U l a v R W . S J d a H h S , S ^ g e l M . »f ol. rt»loiltlTOwJC*gof»*t
'OaWttuiin qnd roolilad Aririlct f h n n omong yiMihf ond odtiki,
1P7? 1 ^ 3 J w i m l o f M o r f ^ n f f l T O . > o 1-1A
17 MolorM tt. B o l t o J i F D lohaceVwuhtky
d<sfum«J»: H o a i u > e i r c v r «
10 h^Y/www.iA.giw/lDtMcto/^™lu*n>oo«/4cobe-tftlihm S > p H ~ b « 19.
2001
19 Mhn//www.Hbrory LKil.*rXi/lpt»M«yM«icKinQ bifn*. S c p t t m W 17,
2001.
2 0 kalbach ED, Gauor El, Boib«iv EM. Emkfatinfl ilw tamparobai^ of
Morthbtg lotxicro inoialry otKumvoti at Hia MiruSUOle D»pMMDiy mj.
lafcottD jmJwh> wtbtrtw l o t a c r o Coflfr** ( j " t » ^ * | 2 1 hllp;//w*^w,cdc.gnw/tobn^c6/indurtr/eloci/qbuory.FiWi. S«pl»™l»f
IB. 2001.
2 3 It i l - r * « U » - T o b a c c o Co W 7 5 M ^ r t * I n g H m i P w u n l a h t m
•^ptarnb** 3 0 , I 9 7 A R }Rvrnoldi l e b o a o C o m f c n y , h e . A n v i t Joi*Augud 1 7 , 2 0 0 1 . Bt*nhk>. 3 O O 7 J W J 0 J 0 0 7 J 6 9 7 5 . U U :
M * P / / W W W r|rtdc-u.«ni. C - w * « « d In: R J taynoldi loccwto Co.
Moiiwincj O b j K l f r * 1 9 7 5 . ****k>blnl> Our S l w * J U o r * * t Orcw>> in
I W Ckn**dic C j g o L l f Indmhy. l"P7i RJ RvynoUi Tobacco Company.
Int. Accnt! i a * : A U O I M I 1? 2 0 0 1 . 6 c * - . t ^ .
i t X ) 7 i « 9 7 7 J O O ? 4 ? ( l l 9 . U i L Wp:/ywww.rjitdaci.toin.
2 1 A e b ^ n - S u t t t ^ - P r a c h r f l n f c i t T w S o p / ^ w J ^ 1 9 7 8 . Un*McS
TcicHKCoCiMpcirn/.lfK.AcuudUaj Augvfl 2 1 . I O C 1 fJol« t4».
0 3 5 3 7 1 3 1 J J i 3 7 l J J . UPA: r » p j / / w w w J o r * 1 r d d o U . ( o n i /
2 i CiBorMM I n w d hwikbina StwcWf. [UndMrd; t t t i m m d 19B4] ( « « <
& W i l n n x t t i Toboeca Conaotrf, Inc. AccMi dehv Augual 2 1 , 2 0 0 1 .
h * n Ho. c 4 ^ 6 W 4 4 o 3 0 7 « M < V UKL; hn|>://^wwW.bwa3ci.iMlQta.eoin/
71 Motioned A u W ™ * i M a n h o n c S c i r g A u v t i o r i o n . HiaMirjho. G f l t w l
f c u h ranoHh tlwiy <J * * i H j g * «iaarrito p t - e k i u onJunAking kobfe)9&3_niSpMofTiiCo<nooni»,lK. Accuidc*i: A v g ^ t H l . 3 0 0 ! .
k a i » Kto. 1 0 O 5 O 4 0 4 A 8 - l & O 5 * J 0 J i 9 UKI: k t p : / / — p « J o t t c w "
i A H&RMrl N . I m k U m vt ôcAing C i g a t M u May I S , 1 ° 7 3 . Pfc*p
Morris Cowpoolw. !oc A c c r a tlc*»: AuguM 2 1 , 2 0 O ! &*:
Augu.1 2 1 .
200T.Bc*wrJ«. 2 W 1 7 6 1 7 9 2 - 2 0 * 1 7 * 1 7 9 6 l»L.
n l l p . / / www. pmdoc*.(Bnl
2 7 G a f i i n i HL Tobowo n t a N i n dvvbti pr«k<J m i l . VVaK Srro* JCHOTKJ,
1998
2fl Johnrian FH.. D a n i J H ^ . U < Y O - 9 1 0 2 Y o v n t j i m c i w * - W w a U r r t ,
b«n4t, impiicahortt ortd lofaMd demogioprm; i m J i , M™-=J> 3 K W s l
rtdlp M w r n C o m p v i i H , h e . A c c u t date Angus' 21, 2 0 0 1 , 6<tMd N a
1 0 0 0 3 4 0 8 0 ^ 1 ODO?90»55 U t L I m p : / / — w p m i x j . t o r n .
2 9 • n H m f t W i H i a m t B n l n b a c r t C a . Ycukaoekjll imc**f H B J j t e o r d
VfllMdo. Ek**Ti & W U k M t w r i T o f e w r o Cooipcnyh Inc. 1 9 7 4 , * n * i
ac*a:Augtut 1 7 , 2 0 0 1 . 6 t r t » H o U O 0 J O 9 7 7 - 1 7 0 0 - 4 0 9 8 6 W t
h n p : / / www- bw. ooltJg. t M t / p v U i c . i » p .
3t) M a n h « H , l I U ^ a n c 4 ™ * t J h c ^ j w H c h i m i h i d Y - W o > - i 8 1 9 >(itaillbw 10, 1 7 7 5 . ! f t T t Wltlkmuon Tebecoo Comcony, l»cA c c « 4 d M : Aunvii 17, 2 0 0 1 . Q t f t t h k i . 6 6 5 0 7 6 8 1 3 - H M 5 0 7 6 9 I 7 .
URL h«lp//ww\w.rw oolc*a.mnvrpufclic.cwp.
31 r a e r l . . rîhoc K o o l j a a l w I i T a l . A u m t f r j . 1 9 7 6 . Irtrm 5. W f t c - m w "
l o n o c t o C^*pQ(if, Inc. * « w t i W : Jkudiul 17, 2 0 0 1 o a t w Mo.
«AA01 ] 2 a 6 - A 6 e O H : 8 7 . URL h « p ; / / ^ - w . b w w s W g . n ™ /
puUif cup
3 2 I r v w n I W i K H i t t o n T o b a K e Cm. U . W Prcbltm Lob G / W t ; k h a .
Ap^l 11, 1 * 7 7 . J r w M S VVllKirntoti I o b « » Company, h e . A c c » i
ckata. Awnut 17 2 0 0 1 . Bcrt» N o . 17OO4057-0-i7OMO5FJ2,
I 7 0 0 4 l l 0 5 . Wthltp:/ywww L bw,ac4t>i.GOffl/pvb^^Bp
3 3 %rv*rr\ I HWinVarmon'T'ecaacca C e . trH-k>fl "}- hnpocoCcriB For ctôrdta
indJutfry. Apfd 2 0 . 1 V7n. W * n 1 Wiftoxnor. Jobocoo C t - n p a m , Irie.
A U M I d c * * : A u g u l 17, 2 0 0 1 . Botw N o . 6 6 7 0 0 7 7 1 f - 6 6 7 0 0 7 7 1 4 .
URL h ^ : / / w w w b-.-oololij t r f n / p u b l i c . a i p .
34 S n w n f t W i l h i O W H i r « t t « « a C a . O n a w o gJ^rHiiwo - p g n i b i l W u .
19B3. a r o w r t S - W o b n U M l c ^ O C C B C n n p u n y , IrK. A c w u eldMI AUflJilt
17, 2 0 0 1 . B C * M N t f . $ 9 a n 2 3 2 1 6 « > 1 3 2 3 H . U B ;
K > p / / w w w . b w jtglolcj.MM/puUic.o^N33 M M K C U I * r * Q t k H * t r a o i * i f i i , i f l l « ICoJ-velum*end t k t m d«cfcn«, rAoy
10, T 9 U . B r n M & V V i | m » t O A l 4 b A c c o C a a ^ c ^ , l K T . A c c t H d o k » :
A u e u ^ 1 7 , 2 0 0 1 . Bota N o . 6 7 0 5 7 C * 1 S - 6 7 0 5 7 W 2 5 . UBLUtpJJwww bw.nalodg. « * n / ( w b l • ; .<?«•
3A • • o w n * M i K m n i M T e W e c e Co ArWiriDrtaJ o n f j y t i ; nW nafKHKH
brand iwHching d u d l u )cnmry 1VB4. I H M « 1 W a E m u o n l o b o c t n
Company, Inc. A c c w dbta: Augial 1 7 , 2 0 0 1 - Bonn r * j .
670579762-670579724 l * L - M l p ^ / w w w i * - ' «3laig.«)*/pobllt.i»p
3 7 SatMrlhwvHo. ft Faulmtf, D i n A i n t « $uli«an C i f l « . i i . Anoh/iii
M R 7 5 9 0 . Jvn* 7 , 1973 LwBaril Tobocw Co-pony. Inc. A c c r a o W
AugoM 1 7 . 2 0 0 1 . ftanu N o . 9 I 2 7 0 0 2 » ~ 9 1 2 7 0 D 3 0 U - l htyy/www-lnrTlotdaDU.'Com.
3 B M f h b f t l t E , ^ > w • « ^ H X « - Z c K ^ ^ i l * r e H M ^ l « W « > » « l - A ^ w l 2 2 , 1975.
Leonard I g b o c e * Cc—fwny. Inc. A c c o u ckrio; A J Q ^ I ; 7 , 2 0 0 1 Botai
H o - 9 ) 5 2 9 1 1 ? - 9 t 5 » l U. UtL" hlpy/www.failtarAtecj.corn.
3D rnUriuling CofBVfcniM Irf A n - K k a lotflord ISrwPiiPCkjcb WorV
S * M K W IFT. U M N n d Stif;*- t h M w n i w ft, 1975. loriHord Tobacco
Compony. Inc. A c c « * 4<*m: Abgml 1 7 . 3 0 0 1 . B Q I M N O . 0 3 3 6 6 3 7 2 0 3 3 6 6 3 B 3 . URt l i l t p / / w w w k w i R » c l d c < * . e i - » .
40 r W i JC Numbw o) a n o U l t - Jor* 1 0 , 1 9 7 7 IcMrthxd Tobocco
C * « f i o n y . Jnc. A a u dkAt Aufluu 1 7 , » 0 1 BOWM M O . 0 H 5 7 0 6 9 03357070. UtL hUpj/Zwww.lcftodrJiwco«
41 M o r o v U . E a : l^nnag* SowAins RoMi. S^niinb«r 2 , 19B3. l o r J a n l
ToboKo Company, Irx A c u u Hota Auguil 17, 2 0 0 > . M M Ha
0 3 9 2 3 B 5 J . \m, W / / " « w J « * « * * o c L C o m
4 2 I A C W F t , W f t i n t S. S u g g « * « u hx nuorirefi lo a n i m t qv«flio«i b a u d
art Mi Hip M c n l i t«rm-ic)rtJ riudy. t u H 1 2 , 1970. FhiKp M o m *
CcMponws, Inc. A « * t 4 Jo**. Auttuu 1 7 , 3 0 0 1 l o w N a .
2 0 2 6 3 3 * 6 6 4 - 3 0 2 6 2 3 4 4 6 9 . UHL h R p : / / w w w . p i « o o a . w n .
*3 JahnMon M - T h . d K H n . in lit* rtrt* of gwwlli l c MaHbnratBd M n y
3 1 , 1 9 7 i . H i i i p M o i r i . C e * p a n J « , Inc. A c « u d a h > Aucjuri 17, 2 0 0 V
B a i n Mo ) 0 0 0 0 2 4 n i - l O 0 0 O 2 4 r ? 2 7 . l j B l : T m p : / / w w w . p » d b a - M * v .
44 Rfiifep M o r r b C o n i p o w i , Inc ll*t b* Y*or o f m o v w i fef wfcicli pntaVict
was MJpcJnHl h conrweUcm wittt CbofUi PomorancL cw>d And™— Vdrfalo.
March 1 9 8 9 M t p ; / / w w w p r n d t a eom PKllip Marifa CompgnJa, inc.
A X M W d m : A i ^ , r i 17, 2 C 0 1 _ B a m No_ 2 0 2 5 3 6 3 4 4 5 - 2 0 2 5 B * 3 6 5 9 .
45 T«>ft«**Cf Rouardi planning nMMororidiyrL on man t r m n K b a b a r i
r - w W m d i o l t f l o . - H * , f o r H « » w j ^ * . ' M w l * l Fibnmry 2, 1 9 7 3 . If J
ReyAOfcli Tobocco Company, l«f. A C C H E dota: Auc/ust 1 7 , 2 0 0 1 - Bo»n
Mo, 5 0 2 9 B 7 3 5 7 J O T V a 7 3 6 a . URL; M*y//www.i>»oo=-,;om.
4 6 C o t b y F C C i f l o « n * e o « « p t It- ouuraFUft v I w g w Mgrnonl of * * * y « *
rnolLtJ. • • e n n o w i r 1 9 7 3 II ] F^rnoUi TobpCCO Company, lnt- A C C M I
d ^ l - ^ u o u t l l ^ 2 0 0 1 . oata N o . 5 0 1 1 6 6 1 W - S O I I M I S 3 . UM:
W://www.(jrtifae,.awi.
4 7 T r o d M n i c k D W H M purpeM of Hik nvtnwnniiirn i i lo m m FH>
-quovhon " W S M -cflyjM unolwn- V? i.»l*d vW> FUU brand ol ciooroHM'.
Job/ 3 , 19?4. R j Boynoltk fobocce Company, kic_ A c « U darn Auavft
17.2O01 PotafJo £01231306-50122131?. USt
h « > y / w w w rjrtdoc».»ffll
* S Marmor«rtdum I r s n r M w l o B«rcy a n d DcrrU. Coawl't 75th
Annhn-iory. Awainl 2 4 , 1 9 8 7 . R J Rtynotdt Tobacco CMfJaTTy. h e .
An^wetah; A w * 17,2001 BataT*.. 507843401. U t t
hn^://www.riitd(ic*-<<wn4 9 R J a o y w D l d i T u t u i c o t c - YAS mouico olocntton. S f 4 » n i c - t ?,
1 9 6 6 . R J ( • j o c J d j 1-pW^jC-M^ponV'. fcw, Aceowdnhi: Augml 17.
? M 1 . B e r n N o . 5 0 7 1 8 1 7 0 7 - 5 0 7 1 6 1 * 2 4 Uftt; h J p : / /
www (Jrtdoctwan.
$ 0 K H m a n lUL Yowth moHiol colocjoii*! And taig-l u o d m t o , JamKKy 2 4 ,
5)
52
J3
-M
1 9 7 5 . Dmufl&VWBamumlobrjcco Company- A e M M d o h r : A u o « i 2 l ,
2001.fco!oir4e. 6 7 0 I P 2 4 M . W!Lr r . « p / / w w w l W l o o l o t B . c « T > /
publv: cap
IJiiBLWJ^.Your^HadiillwrwIvn-MnrincJr^
R J Raynokk f u b t i e w O a u n n y A m u dt>M: A^guK 2 1 . 2 0 0 1 Bonn
N o . 5 0 4 0 7 5 0 9 6 . U R t h » p : / / i i T w rjridoct t u *
k f n n M. Aging IB ynar old lmokwi ifik> N f O pan*l doJO. D * C * m U r
S, 1 9 B 1 » J . KoynoJd. loboceo Compwiy. A « « * d e - i : Aufl-d 2 1 .
J O 0 1 . k - » : 5 0 3 4 1 2 3 ^ 6 5 0 3 4 1 2 3 18. UBL. r * p : / / - w w j j r * A « n t i n i .
U r w t H p t r t n v A t Mariohng o u b k m l 1t™iwlfl manual. M e y 14, T 9 9 6 .
I J R-yiiokii labtKSO Company. A c c n i d a h A u g u r Z I , 2001.«ok><
Mo. 3 2 1 W 2 8 4 3 5 2 1 B 9 7 B 4 ^ . 1 J l L : l 4 t ? : / / w w w . i j * J i ^ - c a * McMafesn J. Y « n g oduh * w * t « l January I . 1 9 9 0 . 1 - J- RvynDUi
FccouoCompany. A c e * " * * - A u g M l 2 l , 3 0 0 1 . B E A H N O .
6 6 2 6 1 7 2 6 1 , UltL; M p , / / w w w bwdocioedolg.oom/.
w v w r , tobaccocoo* o(, c o m
Cumfnings., Mo*4*y„ H o r a n , a t ol
\\6
55 N k M o f c o * J. M « to S o U R*t»l M a y 3. I W O R, J. 8*yiwldi
Tobacco Company. A u t u d M : A i n v > l 2 I . 2 0 0 1 - B o W N o
4 0 3 * 1 7 3 6 3 - 1 W 0 0 5 0 3 . UW:
tap://¥»ww.bsHtoo.«.lotg.co«.
5 6 R J , faiyneMF M « a Co. GomJ YAt QriwiMion- [Undnud,
M K n u A d w n l v I W f f i l . I J Rayrrabfa, T o b o a o C w r ^ - w y Airawi 3 3 ,
2 0 6 1 , • < » • . 5 0 7 3 4 1 6 1 3 - 5 0 7 2 4 1 4 7 9 . URL h f l p / / * w w r i n J M com.
5 7 h i m w i D . Y « m t » i a M tmafcar Uratngin ami cpponunHivi
FabtwMy 2 9 , 1 9 W , R J Ivynclda Tobacco CORVXHW. A E C M I B W
J.U9-S21. 2 O O i . f e i . i M t , . i 0 i n f l J a i 0 1 9 3 9 5 5 0 , u r n
(,H(.7/*fww tjrtfcx».«jm.
5 8 f f t r f f r a r a t r D r n i Group. McHbora Wond ravww. t « J - Apri, I P 9 2 . 1
WiSp M w r i i . rvfc»rtmmp:ftw> | 1 P * } . | 9 9 4 } . B i l l i p M a n i i C o m p o r t ,
fcsc, A c « d dbm: U p w m b w 19. ZW)1 BcArvWi
250H)aioe?2»iWHO4 u«Li«py/«*w.p»do««—
J ? M , K p M * r r i * U U r ? t 4 - l 9 M | * w i « « r v l i M . Undutad. Philip M o n i i
Coropo-i**, Inc. A e c - n ddto; $ * * * * * * • 19, M O I . B o m N o .
2 0 2 4 1 4 * 7 3 6 - 2 0 3 4 1 . 4 4 7 6 8 . URL H f c / / > " * w _ [ > • > * * » « * "
4 0 M% D a p o r t r W * « f H*oM< and H I * M A b r v t c H . ScoWinc b e e t o ?
DM.- a import of tit* SutQttn Gomrof. A l b n t t . G o o r g w LPS D n n r t m t n l
ol hWoM and H w n 5 « Y i c « . Canton Per C N * * u * Cartiol and
Prmrtntwn, N * * « w J C w * r f w Ckranfc; T > w w * rWwnoon ami HooHh
fTMimfeft, 0 » « « . Smoking and HooMi, 2QQ£>
&1 C u n v n i n n KM. Sttofdw f.. Faehacak IT, O i k m A An. Lynn WH Koi ft*
C O M M I T R M * O « J . Group). Whom InnoQor* 9*1 fc** c i * w - H . ; A
U r w i o f l t w p L M d u U t f l l u f c f a n f 1 3 t o l A y M r ? k I t >» 12 «J.5.
e m n w ^ B . r o i w w f a W r J IW2;1.244-7,
63 D f r a m a JF, Gotfahol WT rebates mdw*y f ^ o f hindwino;
a f i n y c m n c f 4 o f # t t b Q n c * l o b o « Q i o t o ^ i n r o » - ociiom iporAloudar
rhor, word*. r o f c o m o C o n * r c J t * W ; S - 1 3 7 - 3 ! .
4 3 Phitip W o r r i t C w n p a n i n , h e . t t c n o n i I n ecroklmmcj Can*tl t * r i c »
CMPpvlllOr. 1 9 9 1 , M f i p M o i r b C o * p o M M ( Inc. A n : « w d o " i : *ugu*t
2 2 . 2 0 0 1 . S o w No. 2W39fJ21S4.20J39B21ii3. U H . I - p : / /
!«*•« pandoci-cor*.
44 CDC. Chang** I" *»• ctaPfHhi b<and pfenaencm o l fldehKnl MnoUft
-UnihdShriH,
\7*9W3.itVAWIlMt*btoi*lniWifyt*p
19«;43;.577-81
65 McCarthy Ft. J a i c narlivNnp: o manogwroJ appf 00th. H W B ^ W O O J ,
flmta, ! • * « , 1W0.
0 6 l i a p v r CE. Proposal of o M W , comuiTwi'crMAMd buiinou drotogy k»
RJS f o t w c c o C M f H n y . S*pw*nb«r 1 9 . I 1 ? * * t J R*yr>okJi I s f e m ?
C o n w c w A M * H dot.: Augini 2 2 , 2 0 0 ) . ( J Bom*Mo. 5 0 O 9 I 5 7 O I JOOOISJIO-URL: hupjf-wm,
rjrfrioci to™
0 7 Sung W 4 u n » y ot imoding by hiflK Khoal u t d a i l U a « t l u d m
DstwnlMi 2 2 , I * * ? . (.J. HaynafA fqbotco Catapony A c c t » Jot*
A u o w ) 2 ? . 2O01 B o t « H ! j . i f l l 1 1 3 7 2 2 . h n p : / / w w w rjridoc* com.
o9 D « n » ^ ^ - B o p M A i i i K K b S * w ) v p l I 0 5 W I 0 A M a y l S . 1 9 5 9 . FVitp
M o u l t C««ipanlw HK Accvu data; A i n u d 2 2 . 3 0 0 1 . foM Ma.
1 M 1 7 J 5 2 1 3 - I 0 0 I 7 S 5 2 - I J UHL h H p ^ / w w w . p i n i M . n •W S t m , W - A l l w W h . o r a p c i t o ' a i o n w y D l eigonihi Mtokina M of
» ^ iaruary, b m * d upon ratam from. oppti«iMH»V 5 , 0 0 0 fc«lU«
Ofld 7 . 5 0 0 hdrridud V M U I March 12, l « o J t J Rr,m<*M Tofcocio
C o m p l y . A t c * » dote: Awgi«t 2 2 , 2 0 0 1 B o M M o 5 0 ( 7 9 5 1 4 1 UtTL
( n ^ : / / w w w . j)rtoaa. CDM..
70 I J . Kcyntfldk Tobacco Cvmpony. T4thAologyL A m n o n M m . 1PBI
8 J. l*>r>oldiTo*MccttCom|Jony. * * « M J * V : AuguH 2 2 , 2 0 0 1 Batm
N o S O T O I B W - i J O ' W I 8 B A S A . URL: h U p / / - w w i j u d o f j c-o*.
71 M O O M I CwMfalk^ rfpHwi* ih«pwlonmrfi« P * M I J » ^
1973. KJ K»y»oWi r o b o K a Contpony. A c n u d t * 7 A v 0 u i l 2 ] . 2 0 0 t ,
Brfrtw Kfc. 5 0 1 3 2 7 0 1 3 UKL hrtp.//.rww.iinc(ott t-^n
73 b r a r b f r k C , N r f t ^ r t C . AmnMVHa Augialfl. 19B2.RJ- B « y w k b
T « b « c a Company A C C M I do*>: August 2 2 , 2 0 0 1 R ^ « N o
5 C i 4 3 S 5 W - 5 ( W 4 3 ( l i l 2 U « : hr1T,-//WwW.ir)J<t1 f « t
7 J M w A j i i M l i m o w J i t M l*»: f r o 4 « + >nufc OflorBB*- i n w conupli.
S*v*ambM 197 2. A r * " » * * A w g r f 27.2001
"jiwfl* FU a W W
ciWnanlundloniPy td «"*» of b M o c u u - fmop* o i m i t i U T r t
1^y/'tn*w.k>bDccooDcunHnb « f l J Brown 1 W i i l a m u M 1«lioHO
C(Mnpa>y. B O * M N o 1 7 0 0 4 2 0 U LhU. U p : / /
www. b*njot3. aoioJg,-com7-1 R>Kl>r A- APP*" * * " • dpnnsmi proj^J b c M i t W I B , I P / 3 RJ
R*y>wU> T o U c « Con»p*iy. A c n w doM A u g « t 2 2 . 2 0 0 1 t k * t * M o .
5 0 l 2 8 i 4 » » l 2 S 3 4 3 I . UKUImp^/wwwrtndoci.Mni.
7 2 C o n h f 4 « i u r « p * r i . NvwriodvCH J U M J , 1974. I J . K t f f > c U >
r o t o t w Canpanr. A « * M do»» Aufluil 12. 3 0 0 1 . SalM Nte521 I W T 0 o J 2 l 1 W 2 i a - U t L hta://-ww_rindoa-«»«
?& K o h n h v n t f E. G o n i w DL P M ' i glubol thntag^ Uoribora'i prcdwt
iKKnolaay C k » U f 2 o . 1 9 9 J . fcrown* W * a * * o » f o b o C t O
CwFfwny.
fct*ifJf*.
flW4D3«W00i*
6 W ^ D M O O 0 ? 9 J URL:
hup ^ / w — w bwdr-M. aolotg .com.
7 7 t r i l a h h m n n i i Tcbo<c» C o m punt- T\* w**» flraup SAQ prc4*cb.
I M S BrffJi A m u « robaeco Conpcmy Accni 3o»: Augul 32.
ZO0I- 10M7OS2I-109870541, TJRl: hh>7/
wwwJaboaodociinMnli. oig.
7 8 I J - • a v n a U a Toboxto ContpaAr. RJ Reynold* T f t o « * C«*pom>
d e n o t e opwarinB 900k M o w m U i 2 « , 1 « 4 . ItJ. S ^ n o l d i l o b a t c o
C a * f ^ . A a M d ^ A < v » t 23.2001.Bow* No. 5007409205 0 0 7 9 6 9 3 4 . URL M p / / ™ J | r * j o o cam
7 9 Cvh«H PS N V M I r a t k i i «nd iVOMdit ' W « r t * fapon: p r a | * d XG
q i « | j ( i i P « K p l o r o * j i y l H M p O T < ^ i ^ P . n p « * ™ . jkm* H . 1 9 S 2 . B J .
RaynnUi Tobacco Company. A c c n t do**: Augutt 2 2 , 3 0 0 1 . Bo>->:
5O3O3JJH9C-505034WS. URL: hN^-//www.j^kioci a m .
B0 i > B * i » * « , t t c U r i o n J F ' , W « P w - \ V l m J o b n L M c k » i i i t . . MwjrS.
1 9 8 3 RJ R«ynoldt TobaccaComptyr A f C u s d a t o Auojutl22, 2 0 0 1
Boi*. 5 0 3 8 7 3 7 4 O J 0 3 B 7 3 B 5 0 . U R l
fcBp//www.([itilQt*.coa-
wvtnv-lobdf CDC OflftcJ.com
B l C D O U I M C. A o o o l f c ^ W p > y f t i J M ^ J C a n ^ i w W t i j m g s o i n l y . 1 9 f t .
( j l i r f H ^ T D W w C o m p a r y . A c t + t l d c * A U Q M I 2 2 . Z O O l . Bnf«t
M o . 5 6 9 0 J J 3 7 2 i 0 » 4 - 5 J l A . L * L hHv//wwwjirtdoe».to™.
8? W o r m « v C<mooiy O H . H o w p g a w h ttnlfir, con • f h d youth
ir,*rC*hn M o imotimj C a m ) d a « . l t a i . 1 9 6 ^ 9 3 , Tebom CorrfrtJ
2W2J1 iboppl * t 3 3 - » A3 H A u n q H t S*nct porml rttuH*: H o r W P w k t o o \.1
il\ptv**fp»
|I13B4/B7>.Jojwjwyjj. 1 9 M l o f i i W l T o b o c c o C o n ^ * " - • «
A c « H I k * AbguU 2 7 , 2 0 0 1 . k t o > N o . V I 9 7 3 0 0 2 - 9 1 9 7 2 0 0 5 . URL:
W p ; / / w w w . k«il|o«ddDCi.eom/.
S i O u d o u p k a F, ûmmirtQi K M , M o r l w C. e< o l I o n , p f K * and CJDOnM
•moUngiandman-OiH bS* tabiKcci iiotum«nti «nd i n ^ b w i l o i u fcr
tobocw company averbnind Uratagtai. Tobacco C o m W 2 0 0 2 ; l I N p p l
R:i63-72.
EL5 Dantnl M . T M W M Smoting and t h « FadUral « u h w h u 0 0 c K » r « l * i L
&tpttmfaw22. i s m . PM* N*o«i. C o - p o « i ^ U«i ACWM do»»: A-fluW
2 2 , 3 0 0 1 . B o t a N o . 2 0 M 3 4 9 7 1 7 . 2 O 2 M 4 9 7 2 K UfiLB«py/www.pmJocf.v0ni.
B4 JohmMrt M. r«cnoQ« Hnpting a n d im f t d w o f «kck)« ta» on dgonmn..
F n * p M a ^ nfmomridWi, Swp*«mbM 1 7 , 1 9 8 ) . H i * p Harris
C M f f o n i H , b t . A a * « Art* S V w u b r t 5 8 , 1 0 0 1 . B a J w H v m W
10OO7979JJ. UIL- b » ; / / w w w + m d c a . O O T 97 BnrtmfwT K Toono adUr napomiwrHrM H , OJ! pranoiEafti. A u a u « 2 4 ,
1 9 7 9 . R J r R*ynald« Tobacco Company. A c o r n o W : AugjsT 3 2 , 3 0 0 1 .
Bota: 5 0 0 6 & S 3 J 2 - i « W a 6 3 5 0 . URL l * p 7 / * w w i r t d o c t d * .
Jot-not J J r - 2 1 , 1993; H . 6 6 .
B9 S W I M W W . Oilnion O . A t u R J I o f u n e o n t i c«an»l> canlWJV
P^dnMimu roAoeco ConlraJ 199^;*245-33.
9 0 B k h a r t l J W , DiFrenzoIR, fl**Jw C , W a/. RJ ! * y n c l d j C o ™ ) «oih:
w » d w w a y 1 0 nochîdk. Tobacco ComVOf 1995,-4:2^8-40.
V I ZotW * < K * up to ta«». m n o i k f«*> tnarkihnr, and o t W S r i n g fc
•JtnoDUi. W K W I , N*W York; N r w $m>mgid h £ b c o l t o u r Inc. 1 9 9 5 .
9 2 Martin C A . Y o u n ^ w h i f t i i n o W p « r t P | ^ l o n o l C o 4 ^ . a c ) D b « I B ,
1 9 M . RJ. R » | « p l i I 0 W 0 0 Com pony. Acon> doto: Augutl 2 3 , 3 0 0 1 .
BohH.Ma.503561JA5-i0JASI570.UtL ^ / / w w w r j u d o c i - t a m .
9 3 MMWtrandvni f r o « R.T. C a u f n t d M b . N . t s w a . C O M I r m
o d w r a i n g cofnpotgn onwfefirnani. Morch 12, 1 9 H . J I R«ynokk
T O L O W Q Compony. A i M n o W S*ptamb»r ) ? , 3 0 0 1 . B a t a :
5 0 3 9 6 7 7 3 f r » 3 ? t - W ^ 2 , 0 t ^ : Mipt//www_i|nooc*.UH».
9-i KM1 $K, lavack A M . TabcHXM*latad bar promom™. in*igh*i frw*
t o b o f m mduVry docunwrnV. l o b w ^ f Ctxitrd rOO?; I T [tupp
1HQ3-101
9 ^ T v d H r R C MoHbora m o r t piogrcNii. f o b m w y 13, 1974.Fhilip Mocr»
ComfxiniM, Inc. A c e m data: A v g n i 2 2 . 2 O 0 1 B-Mu M o .
?OJM157UXUi0157l7.Uftt:ri»p//www^Kfaoco«i
9 4 Stirkm « L Moriboro ipring p o g r o m , k m w y 1 0 . I ° 7 5 . PhiEp Moirig.
C o - p a - * * . >«- A c c « t dot* A M R W I 7 2 , 2 0 0 1 . 6o*M N o .
2045015023-2045(115828. Utt: M l p : / / w w w prHdoa.eM
97 Robilwon WA. MoHboic jmmS n H O f t p n ^ i a m - J k n 1 9 7 7 . Philip Morris
CtHBjxjdipi. Inc., A c c * u d o l K A u g o i ) 2 2 , 2 0 0 1 - Kami Mo.
2 0 4 5 0 I M 5 6 - 2 0 4 5 0 I 5 4 5 0 URL K H p V / w w w M b c i . c a i r . .
9 5 r r ^ # M * « C w < * n i « . h c . h t a b « o . M o ( d i 2 9 , 1 9 7 9 . PhCp
Mon-ti CorpBoiOt (pt- A C M M doM A H D U I I 7 2 , 2 0 0 1 - S o t o :
2043838174 - 2 0 4 J 6 2 B 1 7 * l«L: trtta^/www.pmdowcan.
9 9 f f r - + P t o i A CompmWf.. I ^ B J X K O O M o A o i o i p ^ r . l P i t l i J r J
morWpy) opparluiul*!. 1 9 6 4 . F M t e M e r r i i C o m p o n w . Int. Acc*t»
dota- A ^ ^ i 2 2 . 3 O 0 I B o l » Mo. 3 O 4 4 . 3 W 0 5 9 - 3 O 4 J 3 9 0 0 7 3 . U t L
h*jpr//>*ww p m d i i a . cam.
ICO « ^ M * - M C o t r h « . W ( M t w o o d > ^ p h J r t n K « l ^
|o> T # M m a H n hdl porteiponh who acc*fri * * MAT w a n a i w .
Na**r»bai 2 3 . 1 9 9 2 . Himp M w r b Co*., rnc. Ace«u o W Augud 3 2 ,
3 0 0 1 BowKto X U 3 i 3 B 9 5 B - 2 0 0 2 5 3 8 9 6 a . IjtV hnpV/
www.pjndoacont
101 rhilip Mmrrii C v » p o » * t , Inc. Moriboro odowrtun toon bnsgf UUDV.
Juh/ 1 9 9 3 , F N ^ i r i » o 1 r i , C e ^ p « u M 1 ( r i c . A O O H dol*; Auood 2 X 3 O 0 I .
B a t o N a 2 0 4 3 5 8 1 * 0 9 . 2 0 4 2 S f l 1 S 3 1 . U R t h * B y ' / - w w p n l o o . com
1Q2 C o w h T I S d n r ^ B , S t > H > ^ M . A d v a n l u < « b ) e w > * p d b c ^
1993 Phftp Morrn CwFrpon*—, Inc. A c c w J o K : AWDLH4 3 3 , T t t t l .
« V * k ) N o . 3 0 4 4 9 3 4 3 4 7 - 2 0 4 4 9 1 4 . 1 4 8 . URL
t^,.//ir*w,-pm>Ja*.00*,
103 Kkci ( , MCAGrofcopn AdvmliilBg. l « * x d K«v<poii L^hb boa W ^ > loi
intnrtit. Jo"M*ry 5, 1 9 7 9 . Loimtrd r o b o t i c C a * i i o n y . Inc. Acc«M dotoA * c n o l 7 2 , 2 0 6 i . & a m » H r > . 8 5 0 8 7 2 4 7 ^ 5 0 B 7 J 4 5 4 ! UtLr
btp'/fyrwwMititqMi&Kt.ttm/
104 Afti«fi Mpriwiing U d . JCool f a z r h d i v o l ond K o J c w r j r y ihindig Hnd
r*ootMnando«orH- N c m J b w I 0 . 1 9 7 B Brawvnond W P V M I M W I loboceo
C « p o « ( k « . S O I H ; 4 4 A O » S i O A M 0 3 3 S 9 8 . UtL hUpt//
www. IAbaccadDCum4nh.0rg.
* 0 5 H o H W C C , Wr1ioHiinyCo»pc>ny. KJ. R^yftolojTobaccoConpornW b * ^ p i » m o H w l i r ^ p t Q n . N o * i m U r 1 9 > J . t J. Rw/neldi Tobacco
COMQCHI)>. A « * i i d o h : A u g u l 2 2 , 2 0 0 1 - M M N&.
5 0 O 7 2 4 2 4 S 5 O 0 7 3 4 3 1 3 LML hnp^/www.rtrfcioci-cd-.
lflA V r a r i w k M . Y o v n g o d u h n K i r l ^ S I S A e t m r i C i n f i i n g . A p r S i , I W 0 .
I J . I U y n o l d t l o b o o = o C * m * « V - A c r n M d b n . Asojwt 2 5 , 2 0 0 1 Bohkt
N o . 5 0 W S 2 J + 4 URL t * p : / / w w w . r | r t d o a =w*i.
107 C M W M W . I O C ^ J ond Cowor. Inc. [ i V Kacop PJR T*orfy AOMh«« of
e j t ] M o y 5 , I 9 « T I J . R»nc4o^1oboccoCompany. A u * u dc4»:
A v g ^ r 2 3 . 2 0 0 1 . Bofc-vNo. H 3 , 5 7 f > ? 4 Q j 0 3 5 7 ° 7 4 4 , \KL
hnpV/www.rj rtdad com.
104 PMI&p M a n i i C w m ^ o r i t , Inc. M ^ t o n . P U ( » Morr» Compor^v. b>(
1997. Ac<*» doit'AuavX 22,2001 fata* No. 20447379592 C + 4 7 3 2 W 3 URL- h l i p / / w w w . p m d o w . c o m .
.17
MarkeftVig I n U S y o u f i
10? t U n m a n C, G*™tz 4 * . Hew fo tobacco Indudrr • > * *» lalotwwlajl
wilhHolrwMd, rot«™tr«*Dl3Kl3;U[uippHl.i?V 91
Octobtr 2 5 , 1 9 7 2 . RJ. Rrpicidi Tobacco Com pony. Accra d W :
Aôy* 2 ^ . 2 0 0 1 . Bcrfai N o . 5O02O1J33 U I L ' M p 7 /
www.i j rfcktei. cam.
1 t l S p v n y h f f , P w w i e o d Linilwl S u p e r m a n H - T t * Movw Ortobar ( 8 .
] ? 7 e . H i A p M o m t C o n i p o n i B i . I n c . A E « W d o * ; A<*guri 2 2 , 7 M I .
B a t e N o . 2 0 i A 7 8 B a 1 9 . 2 0 * 6 7 8 8 2 I. URfc M p V / w M M p m o o a c o n
1 12 H m d m l t A - KCOL*»cord uxmnuty. Saphaabai 7 r I9B3- piown and
W * O I W . r < J » ^ c £orparaKan. * C M U data: AllflUll 3 2 , 2 0 t l l . falU
Mc i7603,il71i76OJfcl73. u » hitp^/iww.bwrfea.aolti'g.cont/
113
UJ
115
116
117
ITS
It?
130
F*bfccBfi
RipdEngviJF. Aisociotad * W Prc-mutkHii . Fl«: StafeV* lofeocrn U M
A g m " * " . ) Jon* I 4, 1 9 8 3 . Blown and WUbcnKm Tofcotco
Cwp^cH^rt A c x » « * i t « : A u g i i t f 1 2 , I W l . B a h " N o . 6 o 5 0 K 1 2 0 .
U1L. hip,//w<-wiiwdoc[-oalolg_raiiv'pubfe.oip.
I n m n i i W D i a m » * n T a b a c c a C o m p a n f . BB.W J>oaW fk»ntai>r l«
U c n i n | U n d o W , *trim<it-d mid I 9 W 4 Brown & WlfliwnK>ri Tobacco
C w f u n y Bota: 6 « 0 8 6 i 9 Z * B 5 0 6 6 5 0 l . W i t h U p . / /
•mw.taboceodBcuia »nfc. otn,.
P h U * H a r m USA, U a l w l i n o Hon U ^ « - * * f t i | L M a k d . Philip M c n i *
C o - p M t u , I M _ A e e w d a b : S n t a i p U f I f , 2 0 0 1 . Bote* H e
M l 50*23^202 TS0B2«. w L
toto^/^^-pmdoa-oain
M m W M f M . Voting ondSubtCu*. A L pa* « * (keuuion. • • faflowina.
j M < h4™«»* «• in itoroo»wi« b » * » J f ( ^ * d . Odobaf 3 1 , 1 W 1 . B J .
Reynold* Tobacco Cunpany. A c n u data: Au$w> 2 2 , 2 0 0 1 . Bow*
50704797*
- 5076J797\S. USL: h n p : / / w w w . r i n * w i t o o .
Pottoy RW. P r v n i w , pn»*i»av ulrtgufcxrioft ol US cioor**V fcroodcttll
aoWibing mttw I 9 6 0 . , r o b a r e * Cwifrof 1 9 9 J ; 3 : l J 4 - d i
King C I H H 5tafla( M . Iha M o * . SîUm*m Acf»m*n> T * 1h« tobacco
indudry o-rid c t g a n f t t - o d t Y t f t ^ ininogazinai
NEnglJM*d
2»I;345:3(U-H.
C m h r t ' w C r i M B H Control ond r r » * * r f K o * . Cfcangai •« f * cigor«>la
brand p>vl«MncM ol odolncanl tnakari - United Statu, 1960-1993.
A4U WS A W i Atortn/ W t y Cap 199A,A 3 . 5 7 7 - 8 1 H»MflS.niil)pMw(uiHnn*#Hîalivp«DFMnk«uob<nd. Wrf
SfrrrlJournal. July 2 6 , 1 9 W r p 8 5 ; Philip Fnoirii to begin toiling now
nKntfcolvaraKificJMcrfftioro, BbomliBrg fawi, luly 2 c . 1W*_ (P«t
Qoto Q 7 / 7 a / ¥ 9 ) tram « N i p : / / w « r y ' . k ^ ^ j y ^ f t t w i / ' c a r e h t Y « * /
9907-idyA90724.ti1-h-|
171 fonacU htrtV C « t u * l Irwlihjl* Survay o f {WCOJMII', tobacco artd aVug
iria ontong rrinlh c r o d * J A J O W * , 2 0 0 0 0 1 * : f r i t County. Buffalo. N v w
f o r i ; R « w r H F V T Cenca> I M H I U M , daportm—il ol C a n t * PmvMHon,
t p h l w n < a b g y « n d B ^ l a H i K a . AuQi»il3D0V
»22 C r t ) l * n for D i « « * * Control o n J rravMMiOA. Tofcofto ia» Odd UWIOf
• o w n ol d o a m t w a n c r a high *d»ool i l w l m l s - UflHid Slolw. I W i
i L ^ t W T Afcrh A4ortol W I V ^
l ° * * ; « J13-18.
123 \n*+t*o* RnaeitHbiliiv h w a i - d i C«nl»r- Tobocco bionaallan
S«¥k«: imCofflpQiiylepoitLl1iffipMorT»Crjn(iiininllK.,Aprtl7r
1???.; d w * » ; fK»rpw C M . L H M T K> t t w U w I d ^ t î fc- BJR N o i ™ »
Holding Cwparljwi, fctorth 2 0 , | W 5 ; o n d : S r m » d i , I J - R ^ r n o M i
k J o W ) m propaaol EM O A , ) w l h unudlng, Dow ônas N * w SWKICB,
Afti I V , 2 0 0 0 .
1JJ M o h « « d a . WofnlnfpBiolWlllhalruA. bf«d»i>g n«w g n u w l in
Conodir. W i « r c C e r t i r a J l i ? , ? 9 , * . 3 5 t V - ( H .
125 SJwmwonSJ, CtaWtry KB, Sdrwoftunan D f , •!aJL knofliOiMi « »
ht<ghl»n » low or 4 M p*rc«iv*cJ lilalihood of c « * K f t o c j a di>*cu*: 4 M
irxdntwi^ affHj of « u of imoguy. P r M o t ^ and Social r^nAfkbgy
fiuMr* 1 9 3 5 , 1 1 : 1 1 8 - 2 7 11ti H « a ) t h C o n a d * Whwi podrqgm cartl tfimoki panAk JmpKb of plain
and gtnurii. packaging vt tobocca pr&Jtttft E*p*ft Pon»J K«cw1, Mpfd>
12? $ I O M C P Smcihie]: rii*, p#rt»p*too A po»C>- Ifuwond 1 O o b , CaHomia:
Soo* fuUlcgiion*, K 2 0 0 1 .
f 2B $ l v W ^- W h a t dom I rman to IVKHV Q cwnUahv* r u M Adalnânti'
jMTctfMKU of iKorflarB BTH! kmg4*rm DomaqwAdM. of unobng. journal
t r f f l m W j W f P w r i o n MotlriB 2 O 0 Q ; l 3:2 S 9 - * 4
1 29 C u i m w i n a j K M Qo «nokan' r*o8y u n d W t k n d fia tnki ol JmcJi»Bt
PmantoHon mod* h> < M OfFica on Smoking and H M M I al •>« C a r t a ten
DiMoxa Copttol « » d fouaflliaii. M a y 2 5 . 3 0 0 1 .
L30 KvMfhtaiaha |Uvri»tir>g * « M < i H h r Inc t . p o i i lor; Inviarial T a b o o s
UmNad SJil»et P n j ^ M i n / W J n u * . M a y 7 , 19B2 B I S W K & WlfcomEot o t a c r t . Company tiv:. A o w > dola: Augial 2 3 , 3 0 0 1 . oahu W B
5 6 6 6 2 7 7 5 1 - 5 6 6 6 2 7 8 2 4 . (JRl^ http.//www,bw.tiolcH9 crHn/p^fclk o i p
131 r e l a y few, DawninlT. Tna dodi >iUv vf moilanng w * M i n c r y ' U g V
%iaai*tm%: t u x a u h l inwgai. ond fodad k>ct. Toooccn CnrtfroJ
20021l|liippllr-llS-3l.
Httim&xvit&mQamgii* Gmv
•W l». *>H
.
Tl8^^ ~ • — aaa t*a
« J a * 4 . « | n t -llhaaa t f • o d v a i i » n i i a H a l | * M #
caa a i f t a a la l U t H
l y a j j a m a * . aaJ M a w _ • > - • *
a i a l ahnW * m " » - u *
M ( U M ap-ila-t. a _ M ta. « . t a H a a . Map 1414 » a * U
• M M * l-*a » M .
I nMt • * • « •*«• Tti
• » •
wummm
TTbJ.rrXl^Jsl
t n m . roboCÔWnlFal x o m

Marketing to America`s youth: evidence from

Transcription

Similar documents

The Prevention and Public Health Fund

to our marketing flyer

Change is good, exchange is better

the brandbank service makes it quick, easy and cost

The word wide web of tobacco internet marketing

GI-211 - Secretly Distribution

Gravlax Kit Guide and Information

2013 First Quarterly Report - Lafayette County Health Department

BBVA, Experiencia3c2

Traveller Declaration Card to Be Used by Canadian Residents to