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Visual
Exhibits
| Tobacco
Industry Direct Marketing Strategies
- Brand Loyalty |
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One
of the intentions of direct marketing
and of direct mail is to promote brand
loyalty. Many tobacco companies have operated
brand loyalty programs, which involve
saving UPC codes or similar proofs of
purchase (e.g., “Camel Cash”, Marlboro
Miles”). Brand loyalty programs are designed
to enhance brand loyalty, cultivate an
ongoing relationship with the customer,
and encourage frequent and increasing
purchases in order to gain more points.
As with airline frequent flyer programs,
through tobacco purchases users accumulate
points that can be saved and redeemed
for a variety of products or “gifts”.
These products can then themselves promote
brand loyalty. The Master Settlement Agreement’s
restrictions ban merchandise from displaying
brand names and logos, former staples
of brand loyalty programs, but many offerings
nonetheless communicate brand identity
through color or association with brand
themes (e.g. red colored sporting/adventure
offered by Marlboro) . By 2007, the programs
for two leading brands, Marlboro and Camel,
came to an end, but programs among other
brands, including Basic and Newport, continue.
Below, see examples of brand loyalty materials
such as coupons, products, and product
catalogues.
click image
to enlarge |
Brand:
Basic
Date of Item: 2008
Media Type: Other
- Paper
Item Category:
Brand Loyalty - Catalog,Direct Mail,
Coupon - Discount
Description: Basic's
"Best Things" 2008 Coupon
Catalog, sent by direct mail. Includes
an offer for 4 different types of
coupons, redeemable for Basic UPCs,
in addition to offers for a horseshoe
set and Zippo lighter. Piece also
provides 3 free cigarette coupons
($.75 off a pack, $5.00 off a carton,
$4.00 off a carton).
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click image
to enlarge |
Brand:
Newport
Date of Item: 2008
Media Type: Other
- Paper
Item Category:
Brand Loyalty - Catalog, Direct
Mail, Coupon - Discount, Menthol
Description:Direct
mail from Newport received in October
2008 presenting the latest items
available for redemption from the
brand's website in exchange for
saved UPC codes. Piece also includes
3 coupons, each for $1.00 off a
pack.
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click image
to enlarge |
Brand:
Virginia Slims
Date of Item: 2/2005
Media Type: Other
- Paper
Item Category:
Women, Brand Loyalty - Catalog,
Direct Mail
Description: Direct
mail catalog from Virginia Slims.
Pink cover with the words, "Fabulous
You." Catalog includes items
redeemable for Virginia Slims UPCs.
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click image
to enlarge |
Brand:
Camel
Date of Item: 2004
Media Type: Other
- Paper
Item Category:
Brand Loyalty – Catalog, Direct
Mail
Description: Camel
Cash catalog. "The roaring
2000's comes to life with all new
items." Also includes five
$1 off one pack coupons, as well
as instructions for viewing and
ordering Camel Cash items online,
as well as an order form to order
items through the mail.
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click image
to enlarge |
Brand:
Marlboro
Date of Item: 08/20/2003
Media Type: Other
- Paper
Item Category:Brand
Loyalty - Catalog, Direct Mail
Description: "Marlboro
Unlimited Gear" catalog for
ordering items using marlboro miles.
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click image
to enlarge |
Brand:
Camel
Date of Item: 1993
Media Type: Other
- Paper
Item Category:
Brand Loyalty - Catalog, Direct
Mail
Description: Camel
cash catalog, volume 3: "Tell'em
Joe sent you" Joe reflection
in side car mirror, says "Objects
in mirror are smoother than they
appear." One type of direct
mail package came with this catalog,
a coupon, and a note about the new
change in look for the Camel Cash
notes.
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