Marketing Presentation on Marlboro Advertisements

1. Smoking kills. Smoking causes Cancer

2. Marlboro
Advertising – Final Presentation
presented by
Gokul Anand D
MS14A027

3. History
• In 1847, Philip Morris started his company in London
• He sold Tobacco and rolled Cigarettes
• The company’s first factory was built in Great Marlborough
Street, London
• The name Marlboro originated from the street
• In early 1900’s, Marlboro targeted a niche market of high
class women

4. Cigarettes for Women

5. •Framework – Verbal & Visual
Images
•Right brain oriented
•Targets Female
•Layout
•Picture Window
•Copy Writing
•Slogan – Ivory Tips protect
the lips
•Tagline – Mild as May

6. Value
Feminine, Fashionable Sophisticated, Social acceptance
Benefits
Does not stain the lips and teeth Using Luxury product
Attributes
Filter, Mild flavour High Price
Means End Chain Model

7. •Framework – Verbal & Visual
Images
•Left brain oriented
•Verbal
• Appeal
•Rational Appeal
•Copy Writing
•Slogan – Merely a Penny or
Two More
•Tagline – America’s Luxury
Cigarette

8. •Creative Strategy
• Right brain
• Colorful images
• Socio-Cultural Factors
• Social Class
• Aspirational reference group

9. •Creative Strategy
•Unique
•Generativeness
•Divergent Thinking
• Taste of Advertising
• Socio-Cultural factors
• Change in perception of a
good mother
• Execution Style
• Dramatization

10. A Twist in the Tale
• In the early 1950’s, scientists reported that smoking causes
Lung Cancer
• Articles on the ill-effects of smoking were published in
Magazines such as Reader’s digest
• There was a huge cry about the negative health aspects of
Smoking

11. Window of Opportunity
• Smokers were addicted
• Filtered Cigarettes were considered to be Safer
• Majority of Cigarettes sold at that time where non-filtered
• Marlboro’s existing Market share was less than 1%

12. Enter the ‘Marlboro Man’

13. •Framework – Hierarchy of
effects Model
•Liking
•Framework – Verbal & Visual
Images
•Left brain oriented
•More text
•Copy Writing
•Slogan – You get a lot to
like
•Tagline – The Filter
Cigarette in the FLIP-TOP

14. •Consumer Behavior
•Associative reference group
•Social class – common
workers
•Shows the American spirit
and the American way of life
•Masculinity
•Rugged Independence
•Significance of tattoos
•Appeal
•Rational Appeal

15. Execution style – Testimonial, vivid demonstration

16. Discover the ‘Marlboro
Country’

20. Ad without any text
When viewers were surveyed, 90% recognized it as Marlboro
Copy Writing – None

21. Marlboro Country
Appeal
• Combination of Rational and Emotional Appeals
• Sincerity – Real life cowboys were used in the Ads
• Mythical country
• Personality to the brand
• Repetitive Ads for a longer period of time
• It created an Emotional bonding

22. •Gender
•Shows female in Country
Ad
•Karen horney Personality trait
•Compliant
•Proud father watching his
daughter
•Appeal
•Rational Appeal

23. •Personality Trait
•First half – Super Ego,
compliant
•Second half – ID, detached
• Execution Style
•Fear and Humour

25. •Execution Style
•Slice of life
•Controversies
•Targets teenage kids
•Banned in countries like
Germany

26. Against Marlboro
Ad by American Cancer Society
•Creative Strategies
• Analogies/Metaphors
•Appeal
• Emotional Appeal

27. Media Planning
•Billboards
•TVC
•Print Ads
•F1 sponsor
•Radio Ads

28. Subliminal Advertising

29. Timeline
1930’s
•Target’s High class women
•Mild as May
1940’s
•Positions itself as affordable luxury product for
Women
•America’s Luxury Cigarette
Early
1950’s
•Targets Mothers
•Using babies in Advertisements
Late 1950’s
•Targets Men
•Introduces Flip-top box
•Marlboro Man
1960’s
•Uses Cowboys in Advertisements
•Marlboro Country
1970’s
•Enters F1 racing and Motorcycle racing as a
sponsor
•Sponsors McLaren
Late 1980’s
•Sponsors Ferrari
Late 2000’s
•Banned from promoting in sports

30. Thank you