This paper examines the role of pack design in cigarette marketing. Rather than using primary research it relies upon historical, as well as contemporary, publicly available tobacco industry reports and data. These secondary sources allow the specific marketing objectives of cigarette packaging design from the tobacco industry perspective to be established. The findings debunk the myth that ‘plain packaging won’t work’ being promoted by tobacco companies in relation to Australia’s proposed 2012 plain packaging legislation and reveal their expertise in using pack design as the critical element of their marketing mix.
|Title of host publication||ANZMAC 2011 conference proceedings|
|Subtitle of host publication||Marketing in the Age of Consumerism : Jekyll or Hyde?|
|Editors||Martin MacCarthy, Dale Sanders|
|Place of Publication||Perth, WA|
|Number of pages||10|
|Publication status||Published - 2011|
|Event||ANZMAC Conference 2011 - Perth, Australia|
Duration: 28 Nov 2011 → 30 Nov 2011
|Conference||ANZMAC Conference 2011|
|Period||28/11/11 → 30/11/11|
Greenland, S. (2011). Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design. In M. MacCarthy, & D. Sanders (Eds.), ANZMAC 2011 conference proceedings: Marketing in the Age of Consumerism : Jekyll or Hyde? ANZMAC.