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Visual
Exhibits
| Tobacco
Industry Direct Marketing Strategies
- Direct Mail |
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Mail from
tobacco companies to those on their extensive
mailing lists is both a marketing tactic
in itself and a major channel for distribution
of other forms of direct marketing. Direct
mail carries brand loyalty program materials,
such as: coupons, controlled circulation
magazines, catalogs, announcements of
sweepstakes and sponsored events, product
gifts, and even sample cigarettes. It
is sent to names in databases previously
compiled through such means as sweepstakes
entries, brand loyalty program orders,
entertainment events, and consumer surveys.
Direct mail databases provide useful information
for segmentation and targeted mailings
by storing and continually updating detailed
information about individuals. This is
facilitated by direct mail’s response
mechanisms, such as consumer surveys or
coupons coded to identify which consumers
redeemed them.
See examples of direct mail materials
such as coupons, sweepstakes, controlled
circulation magazines, a
nd brand loyalty products, below.
click image to enlarge
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Brand:
Camel
Date of Item: 2009
Media Type: Other
- Paper
Item
Category: Direct
Mail,Coupon - Discount,Menthol
Description:Direct
mail received in January 2009 in
promotion of Camel's line extension,
Camel Crush, a cigarette which can
be adjusted from a non-menthol to
a menthol flavored cigarette by
squeezing and crushing a capsule
in the cigarette's filter.
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click image to enlarge
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Brand:
Skoal
Date of Item: 2009
Media Type: Other
- Paper
Item
Category:
Direct Mail,Chewing Tobacco/Snuf,Flavored
Product
Description: Direct
mail from Skoal advertising the
brand's reduced prices. Text: "Have
you heard the news? New lower price.
Same great dip".
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click image to enlarge
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Brand:
Marlboro
Date of Item: 2008
Media Type: Other
- Paper
Item
Category:
Sweepstakes,Direct Mail
Description: Direct
mail from Marlboro received in February
2008, promoting the Marlboro Summer
Ranch 2008 Sweepstakes. The piece
provides a customer number and promotional
code for entering the sweepstakes
by phone. One cigarette coupon also
included.
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 click image
to enlarge |
Brand:
American Spirit
Date of Item: 2008
Media Type: Other
- Paper
Item Category: Direct
Mail,Industry Public Relations
Description: Winter
holiday greeting card from Natural
American Spirit. Additional key
words: Christmas; New Year's; seasonal
cards |
click image
to enlarge |
Brand:
Camel
Date of Item: 2007
Media Type: Other
- Paper
Item Category::
Direct mail piece in promotion of
Camel Wides, featured in the shape
of a Zippo lighter. Uses tattoo
style art, as seen in Camel Wides
print ads. Piece includes an offer
for a free lighter, redeemable from
the brand's website, and 4 coupons
(2 x $3.00 off a pack coupons and
2 Buy 1 Get 1 Free coupons).
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click image to enlarge
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Brand:
Kool
Date of Item: 2007
Media Type: Other
- Paper
Item Category:
Minorities,African American,Brand
Loyalty - Product,Direct Mail,Menthol
Description:Direct
mail from Kool, including a free
DVD, "The Art of 16 Bars". This
DVD features interviews with various
rappers and hip-hop music stars.
Direct mail piece also advertises
Kool's Green and Blue XL cigarette
styles.
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click image
to enlarge |
Brand:
Virginia Slims
Date of Item: 2006
Media Type: Other
- Paper
Item Category: Direct
Mail,Coupon - Discount,Industry Public
Relations
Description: General
promotional Virginia Slims direct
mail with four coupons. Also includes
offer for a free portable litter device
when you call in or go online to update
your smoking preferences.
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