Advertising and product launch strategies in the light of tobacco advertising legislation
Caroline Elliott and Pamela Lenton
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...
