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Visual
Exhibits
| Tobacco
Industry Direct Marketing Strategies
- Coupons |
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Cigarette
companies provide coupons for savings
on cigarette packs or cartons for a number
of reasons, including reducing price and
decreasing the impact of increased taxes
on tobacco products. Coupons may be distributed
through direct mail, newspapers or other
advertising, and take-home items in retail
stores. Coupons that are distributed through
direct mail promote brand loyalty and
contain unique identifiers allowing the
company to track and record utilization
in its customer profile databases and
tailor future mailings and promotions.
For those who get their coupons through
another source, such as from a newspaper,
coupons containing a space for redeemer’s
name, address, etc., generate new names
for the direct mail databases. See coupon
examples below.
click image
to enlarge |
Brand:
Virginia Slims
Date of Item: 2009
Media Type: Other
- Paper
Item Category:Women,
Direct Mail, Coupon - Discount
Description:Blue
colored direct mail from Virginia
Slims featuring an image of a woman
in a purple coat and pink scarf.
"Confidence has a color."
Direct mail piece included 6 coupons.
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click image
to enlarge |
Brand:
American Spirit
Date of Item: 2009
Media Type: Magazine
Item Category:
Advertisement,Coupon - Discount
Description: Two
sided ad for American Spirit cigarettes
in promotion of the brand's organic
blends. Ad includes offer for $20
in gift certificates to try the
product, and three tear away cards
promoting the offer to "pass
on" to others. Ad found in:
The Advocate - May 2009; Entertainment
Weekly - May 29th 2009; Popular
Science - May 2009; Playboy - June
2009;
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click image
to enlarge |
Brand:Camel
Date of Item: 2009
Media Type: Magazine
Item Category:
Advertisement,Coupon - Discount,Chewing
Tobacco/Snuf,Flavored Product
Description:Two
sided magazine ad in promotion of
Frost flavored Camel Snus, featuring
a large image of the tin package
on the front side of the ad. Underneath
the image are the words "bar-friendly."
On the back side of the ad is a
coupon for a free tin of Camel Snus
upon purchase of any tobacco product.
Ad found in: Playboy, May 2009; |
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click
image to enlarge
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Brand:
Kool
Date of Item: 2008
Media Type: Other
- Paper
Item Category:
Minorities,African American,Direct
Mail,Coupon - Discount,Menthol
Description: Direct
mail booklet from Kool, featuring
interviews with various Hip Hop
artists on their collaboration for
a song called "Ayayaya".
Piece refers receivers to Kool's
website for more information and
to download the song, and includes
4 cigarette coupons. |
click image
to enlarge |
Brand:
Camel
Date of Item: 2007
Media Type: Other
- Paper
Item Category: Brand
Loyalty - Product, Direct Mail,Coupon
- Discount
Description: Direct
mail from Camel featuring a blindfold
gift and two coupons - 1 coupon
for $4.00 off a pack and one coupon
to get a pack free when buying a
pack. Piece comes with a small booklet
describing the "blendology"
of Camel - the blending of various
types of tobacco and flavor notes
used to create Camel's tobacco blend.
The booklet suggests receivers use
the blindfold to better smell the
Camel scents."
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click image
to enlarge |
Brand:
Marlboro
Date of Item: 2005
Media Type: Direct
Mail,Coupon - Discount
Item Category: Direct
Mail from Marlboro received around
June 2005. Mailer piece is a large
holder for coupons. One side of
the mailer features an image of
a cowboy smoking a cigarette. The
other side features a partial pull
out image of a pack of Marlboro
Reds against a blue background.
This pull out includes 3 $1.00 off
a pack coupons. |
click image
to enlarge |
Brand:
Skoal
Date of Item: 2007
Media Type: Other
- Paper
Item Category: Direct
Mail,Coupon - Discount,Chewing Tobacco/Snuf,Flavored
Product
Description: Direct
mail sent in the spring/summer of
2007 introducing and promoting Skoal
citrus blend moist smokeless tobacco.
Piece features an image of the products
lying on a beach with a yacht visible
in the background. A coupon for $2.00
off is included. |
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