Philip Morris
Counter - Advertising for Friendly Witness
Fields
- Master ID
- 2023914806/5052
Related Documents:- 2023914806
- 2023914807-4812
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- 2023914816 Table of Contents
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- 2023914848 Memorandum
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- 2023914863 1
- 2023914864-4907 Statement of Charles O. Whitley on Behalf of the Tobacco Institute Before the Subcommittee on Health and the Environment Committee on Energy and Commerce U.S. House of Representatives 900712
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- 2023914913 Issue Briefs
- 2023914915-4918 Issue Brief -- H.R. 5041 Counter - Advertising
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- 2023914934 Opening Statements
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- 2023914957 Questions
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- 2023914975 Counter - Advertising for Gov't Witness
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- 2023914981 Advertising Censorship for Anti-Tobacco Advocate
- 2023914982 Advertising Censorship for Gov't. Witness
- 2023914983 Warning Label Proliferation for State or Local Gov't. Official
- 2023914984 Warning Label Proliferation for Health Official
- 2023914985 Advertising and Youth for Voluntary Health Group
- 2023914986 Advertising and Youth Government Witness
- 2023914987 'addiction' Warning Label for Gov't. Health Official
- 2023914988-4989 Foreword
- 2023914990 'addiction' Warning Label for Gov't. Witness
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- 2023914992 'targeting' Minorities for Health Official
- 2023914993 'targeting' Minorities for Anti-Tobacco Advocate
- 2023914994 Role of States for State or Local Gov't. Official
- 2023914995 Cost of Smoking for Health Official
- 2023914998-5020 the Social Security Cost of Smoking
- 2023915021 Background
- 2023915024-5026 Executive Summary of Smoking and the State
- 2023915027 Everyday Activities That 'cost Society' Billions of Dollars
- 2023915029-5035 ... On Youth Smoking Three Decades of Initiatives
- 2023915037-5038 Vending Facts
- 2023915040-5041 on Licensing Tobacco Sales
- 2023915043-5046 Why Young People Start Smoking
- 2023915047 22
- 2023915048-5052 Legal Backgrounder
- Type
- REPT, REPORT, OTHER
- Site
- N332
- Litigation
- Stmn/Produced
- Document File
- 2023914805/2023915131a/Briefing Book H.R. 5041 Waxman Hearing 900712
- Request
- Stmn/R1-037
- Area
- HAN,VICTOR/OFFICE
- Date Loaded
- 05 Jun 1998
- UCSF Legacy ID
- fxv24e00
Document Images
Counter-Advertising
For Friendly Witness
The tobacco industry argues that its advertising is not
intended to create more smokers, but to encourage brand-
switching. If it's true -- as the cigarette companies claim --
that advertising campaigns fail to have a significant effect on
increasing smoking rates, why do the tobacco companies bother to
advertise at all? Why would so much money be spent simply to get
people to switch brands?
The stakes are high, and the cigarette market in the United
States is fiercely competitive. Based on 1988 figures, a
one-point market share is worth $558 million. In such a
setting, competing brands often cancel each other out.
Because of the general inefficiency of the advertising media
and the cost of competition, the various cigarette
manufacturers spend a great deal of money both vying for the
attention of switchers and to solidify brand loyalty for
their customers.
