Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

Steven Greenland

Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper published in Proceedings › peer-review

Abstract

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.

Original language	English
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
Publisher	ANZMAC
Number of pages	10
ISBN (Print)	9780646563305
Publication status	Published - 2011
Externally published	Yes
Event	ANZMAC Conference 2011 - Perth, Australia Duration: 28 Nov 2011 → 30 Nov 2011

Conference

Conference	ANZMAC Conference 2011
Country/Territory	Australia
City	Perth
Period	28/11/11 → 30/11/11

Access to Document

https://webarchive.nla.gov.au/awa/20120109101828/http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers+by+Presenting+Author/Greenland%2C+Steven+Paper+603.pdf

Cite this

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. https://webarchive.nla.gov.au/awa/20120109101828/http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers+by+Presenting+Author/Greenland%2C+Steven+Paper+603.pdf

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title = "Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design",

abstract = "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 {\textquoteleft}plain packaging won{\textquoteright}t work{\textquoteright} being promoted by tobacco companies in relation to Australia{\textquoteright}s proposed 2012 plain packaging legislation and reveal their expertise in using pack design as the critical element of their marketing mix.",

keywords = "tobacco, cigarettes, plain packaging, design, marketing",

author = "Steven Greenland",

year = "2011",

language = "English",

isbn = "9780646563305",

editor = "Martin MacCarthy and Dale Sanders",

booktitle = "ANZMAC 2011 conference proceedings",

publisher = "ANZMAC",

note = "ANZMAC Conference 2011 ; Conference date: 28-11-2011 Through 30-11-2011",

}

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, Perth, WA, ANZMAC Conference 2011, Perth, Western Australia, Australia, 28/11/11. <https://webarchive.nla.gov.au/awa/20120109101828/http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers+by+Presenting+Author/Greenland%2C+Steven+Paper+603.pdf>

Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design. / Greenland, Steven.
ANZMAC 2011 conference proceedings: Marketing in the Age of Consumerism : Jekyll or Hyde? . ed. / Martin MacCarthy; Dale Sanders. Perth, WA: ANZMAC, 2011.

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper published in Proceedings › peer-review

TY - GEN

T1 - Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

AU - Greenland, Steven

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

KW - tobacco

KW - cigarettes

KW - plain packaging

KW - design

KW - marketing

M3 - Conference Paper published in Proceedings

SN - 9780646563305

BT - ANZMAC 2011 conference proceedings

A2 - MacCarthy, Martin

A2 - Sanders, Dale

PB - ANZMAC

CY - Perth, WA

T2 - ANZMAC Conference 2011

Y2 - 28 November 2011 through 30 November 2011

ER -

Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

Abstract

Conference

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