MS 14.00-15.30 Main sessions

KEEPING WOMEN HOOKED ON TOBACCO

As sales of cigarettes decline in many of the countries which have the longest history of widespread cigarette smoking, the tobacco industry is keen to sustain current markets and develop new ones. Women have been identified as a key target group globally. This paper will give an overview of the current marketing strategies being used around the world by tobacco companies to get and keep women hooked on cigarettes.

The way in which tobacco companies target women varies between countries depending on the current level of smoking among women, restrictions on tobacco promotion, what is culturally acceptable, and women's access to different media. However these strategies share common elements. These include the messages which are promoted to women, the marketing 'mix' which may combine direct and indirect advertising and promotion (eg brand stretching, sponsorship, product placement), and using women's media to reach large female audiences.

The implications of these marketing strategies for tobacco control in Europe and other countries around the world will be discussed.

Smoke Free Europe Conference Abstracts - 19 SEP 1996

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