Advertising and product launch strategies in the light of tobacco advertising legislation

This short paper aims to increase understanding of tobacco companies’ advertising strategies. Time series data and intervention analysis methods are used to investigate whether tougher tobacco advertising legislation and the threat of such legislation result in firms significantly changing their advertising activities in the period preceding the enactment of legislation.

Advertising and Product Launch Strategies in the Light of Tobacco Advertising Legislation

Caroline Elliott Lancaster University

Pamela Lenton University of Sheffield

INTRODUCTION

Many factors have been identified as potentially affecting demand for tobacco...