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With respect to each cigarette product, all of the
activities constituting Reynolds’ marketing strategy and
implementation tactics are part of a coordinated effort to convey
the intended image and achieve the intended positioning for the
product.
E. Graphic Designs
Graphic designs are developed for the following components
of a cigarette product: cartons, packages, flags (messages
temporarily applied to cartons or packages, e.g., “New!”),
tipping (the printed wrap around the filter), cigarette papers
(which hold the tobacco), foils (the inner lining between the
cigarettes and soft-pack or box), and, for soft packs, a closure
seal (across the top of the package). The graphic designs for a
product serve, among other things, to identify the product,
convey information, and attract attention at the point of sale
when the retailer displays the pack.
F. Advertising
The advertising for a product serves to convey information,
project the image chosen for the positioning of the product, and
attract consumer attention.
The advertising strategy for a product entails the
development of the following components:
(1) Creation of the advertising “campaign”, which, along
with other marketing efforts, projects the image or message
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Last modified: May 25, 2011