Research Paper on:
The Tobacco Industry and Advertising

Unformatted Sample Text from the Research Paper:
advertising that are seemingly innocent but are in reality just as influential as ever. This paper looks at the way advertising can influence the public with and without their  knowledge. The three brands that are emphasized herein are Camel, Marlboro and Lucky Strike. ADVERTISING METHODS: SUBTLE OR NOT? Refurbishing an existing marketing strategy to address the growing  needs of a blending society is not always an easy - or recommended -- tactic for companies to adopt. For the tobacco industry this has become increasingly difficult as  they are under strict marketing guidelines that make their product especially difficult to market. It can be argued that in its attempt to  cover the entire gamut of possible customers, a given company may spread its marketing strategy too thin trying to incorporate all potential angles. Allenby (1998) notes how the socially  psychological adaptation of "the homogeneous segment assumption might not be reasonable" (384) when all consideration for diversity is placed upon the back burner. Tobacco companies have to walk a  thin line that allows them to market to the public as a single consumer pool, as well as to those who still represent the segmented portions of society. Allenby  (1998) is quick to caution those who jump too fast on the homogenous marketing bandwagon, contending that "because the true distribution of heterogeneity is never known a priori, there are  cases in which a point mass summary might not be appropriate" (384). A case in point is the marketing of tobacco products to teenagers.  The cigarette industry has a known consumer base in teenagers who still, despite the knowledge of the harmful effects of tobacco, tend to think of smoking