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Marlboro - Advertising
Smoking kills. Smoking causes cancer. Marlboro was originally targeted at high class women in the early 1900s using advertisements depicting feminine imagery. In the 1950s after the health risks of smoking were discovered, Marlboro shifted to targeting men using the iconic Marlboro Man imagery depicting the rugged cowboy lifestyle to sell their cigarettes. Over the following decades, Marlboro's advertisements evolved, expanding their marketing strategies and sponsorship deals while facing increasing opposition and regulation over the health impacts of smoking.
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Marlboro - Advertising
- 1. Smoking kills. Smokingcauses Cancer
- 2. Marlboro Advertising – FinalPresentation 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
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- 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 • Rightbrain • 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 inthe 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%
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- 13. •Framework – Hierarchyof 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 referencegroup •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
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- 20. Ad without anytext When viewers were surveyed, 90% recognized it as Marlboro Copy Writing – None
- 21. Marlboro Country Appeal • Combinationof 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 inCountry 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 oflife •Controversies •Targets teenage kids •Banned in countries like Germany
- 26. Against Marlboro Ad byAmerican Cancer Society •Creative Strategies • Analogies/Metaphors •Appeal • Emotional Appeal
- 27. Media Planning •Billboards •TVC •Print Ads •F1sponsor •Radio Ads
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- 29. Timeline 1930’s •Target’s High classwomen •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
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