Tobacco Companies’ Public Relations Efforts: Corporate Sponsorship and Advertising
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چکیده
Tobacco industry advertising and promotional efforts often are aimed directly toward the sale of industry products. However, corporate public relations activities also can have an important impact on the public images of and attitudes toward individual tobacco companies. This chapter examines the nature and potential impact of such efforts, including n Corporate sponsorship of events and organizations, the latter of which often target key segments of the public in areas such as the arts, minority interests, or community relief n Corporate advocacy advertising in areas such as youth smoking, which has been shown to favorably influence public attitudes toward individual tobacco companies n Corporate image advertising, ranging from spotlighting charitable assistance to rebranding the image of a tobacco company and/or its parent corporation, which has also been shown to favorably influence public attitudes toward individual tobacco companies Further research is needed on the impact of these types of public relations efforts on antismoking efforts and public attitudes, as well as on how such activities affect global markets for tobacco products.
منابع مشابه
Use of corporate sponsorship as a tobacco marketing tool: a review of tobacco industry sponsorship in the USA, 1995-99.
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