- 8 - 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 messagePage: Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Next
Last modified: May 25, 2011