A Premiere example of the illusion of harm reduction cigarettes in the 1990s

by:CAI YI JIE     2019-08-16
Abstract objective: to take the product release of Player\'s Premiere as an example to understand the process of cigarette new product development during 1990 s.
We identify the (in) effectiveness claimed by the industry: (1) develop physical products prior to the promotional commitment to \"reduce stimulus;
(2) \"less stimulation\" has actually been realized \";
(3) advertising to inform consumers;
(4) advertising regulations have led to the failure of products in the market.
Background: court action to assess the constitutional nature of the tobacco Canada Act, which essentially limits cigarette advertising.
The 2002 Québec High Court trial produced a new collection of internal documents from Imperial Tobacco Limited (ITL), including a number of documents on Player premiere development and marketing.
Methods: review the trial testimony and company documents to determine the effectiveness of the industry statement on the development process of new cigarette products, focusing on the history of the case at the Player premiere.
Results: in direct contradiction with industry testimony, documentary evidence shows that (1) the spread of the player premiere claims to be less stimulating, it has been developed long before we can find a product that can fulfill the promise;
(2) ITL does not sell \"less stimulating\" products that match its promotional commitments;
(Month) the wonderful content between advertising and other communication players is very extensive, relying on high-tech
The technical appearance of the \"unique\" filter (\"tangible credibility\") but without information and ambiguity;
Despite the large amount of advertising and retail support, the premiere of Player has failed in the market because it is an inferior product that does not meet its promotional commitments, not because of the norms of business rhetoric
Conclusion: the development of new products requires extensive consumer research to design all communication tools in detail.
In the event of a player\'s premiere, this craft creates a false and misleading impression of technological progress, producing \"less stimulating\" cigarettes.
This product is completely a large-scale marketing strategy that has neither consumer interests nor public health interests.
The industry is trying to deceive consumers and courts.
The cigarette industry of Imperial Tobacco Co. , Ltd. and the player brand familyCanada is a small oligopolistic enterprise consisting of three companies, Imperial Tobacco Co. , Ltd. (ITL )-
Owned by BAT and therefore an affiliate of Brown and Williamson (B & W)
It is now dominated by a market share of 70%.
Despite this success, ITL continues to be under increasing pressure to maintain an average share growth of 1% per cent per year since the 1970 s (1340 per cent, since \"an incremental share point will give us $20 million [ITL], [C $20,000,000] profit\" (1632 ).
\"In general, we know that the vast majority of our share growth will come from new brands\" (1452 ).
Player\'s and du Maurier are the flagship trademarks of ITL, the two best-selling cigarette brands in Canada.
Overall, Player\'s and du Maurier\'s share of the Canadian cigarette market reached an impressive 60%.
The Player\'s brand series currently includes regular, filter, medium, light, smooth light, extra light, Special mix, John Player Special and silver.
The premiere of Player is an extension of a product line, its development began in 1993, the testing market began in 1996, and was fully released nationwide in early 1997.
Thanks to its unique filter, it is considered an innovative product that produces less stimulation.
The testimony of Ricard, executive of the independent transaction log, is the testimony of the only tobacco industry supervisor in the trial of the Quebec 2002 high court.
Ricard has various marketing roles at ITL, where his father once served as CEO.
With 20 years of experience, he testified that ITL did not have the marketing and communications area (1295) that he had not experienced ).
Ricard was responsible for strategy and product development during the trial.
10. 11 since the 1970 s, the importance of the revival of image management has been attributed to the adoption of the brand planning process and the understanding of \"more information on product positioning and image positioning\" (1338)
Product and image positioning refers to the position of the product, brand or group of products in the minds of consumers relative to the competitive products.
Products are often associated with abstract qualities, so brands are considered to have personality.
For example, 12 or 13 athletes have successfully promoted independence, freedom, self-expression and masculinity to young men.
ITL has studied 14, 15 brand images extensively since the medium term1970s.
\"Project Image\" is an annual research effort that has been standardized since 1982.
The perception of consumers is measured by long faces. to-
In the face of interviews with 2000 smokers, they rated all the trademarks and brands of the market based on many different attributes.
\"As far as I am concerned, in the work of Imperial Tobacco, this is the most critical information I have, this is the trademark and brand image information\" (1347 ). This research—
Its instruments, procedures and analysis
This was explained in detail to the court, although the exhibits (editors) were examined on the surface for competitive reasons (1348-81 ).
Trademark and brand attributes are measured using the Likert nine point scale.
These are classified as physical attributes (I . e. , product dimensions such as strength, irritation, and taste) and non-physical attributes when analyzed
Physical attributes (I . e. , user and Image/identity dimensions such as young, male, and popularity ).
This information is used not only for (1) identifying closely competitive brand clusters, but also for (2) market segments through analytical aggregation of consumers with similar perceptions, aspirations and concerns.
The project image also includes data from respondents on \"ideal brands.
These data are used to identify new product development opportunities related to product performance and/or brand personality.
The welfare segment \"positioned us as a new opportunity to enter the market\" (1380 ).
The tools that can be used to achieve positioning goals are packaging, sponsorship Communications, in-
Store display and regular advertising (1568-9) (as permitted ).
We note that the statement that \"advertising gives them [consumers] information about the image of the product\" (1345) adopts an extremely loose definition of what product information is.
The advertising review and approval research development process uses multiple focus groups to evaluate even the best advertising details.
For new products, this effort is directed at \"all aspects of new brands, including advertising\" (1575 ).
Ricard estimates that hundreds of themes, designs, or images may be evaluated when deciding on a final ad (1573 ).
ITL \"will be finalized with consumers at some point before we put it on the market\" (1574 ).
\"The scripts and fonts for each word in each ad are done by design.
All studies are very, very close \"(1615 ).
For new product ads with the necessary goals to create brand awareness, \"We will also do our best to measure that consumers understand what the brand is offering, and the uniqueness of the brand with other brands in the market \"(1579 ).
Prior to deploying any ad in the market, ITL senior management will approve it on three levels: within the communications group, then the marketing committee and management committee, the most senior (1575) among senior executives ).
The management board requires marketers to provide detailed information, such as project image information, as well as feasibility information provided by operators on required equipment, lead time, required investment, and so on (1468 ).
Two phases of their approval are development activities and deployments, which are also described as approving \"ideas\" and \"on-
(1470 ).
After obtaining management approval, the project is submitted to the \"executor\" for details of the implementation planning within its jurisdiction (e. g. , an advertising communication plan outlining the budget, media portfolio and scheduling, information strategy, trade promotion, training of sales staff, PR activities (1552 ).
Play developed the premiere of player. Irritation has developed the premiere of irritation eplayer to meet consumers\' strong desire for less irritating full-flavor cigarettes.
The Strokes 1992 file contains conclusions about the various unmet \"consumer product needs.
The reason why we chose to reduce stimulus for development is because \"consumers have been telling us for many years that this is an improvement they really like in the product\" (1518 ).
First product or commitment?
In setting out this development task, Ricard testified: \"There are indeed two very, very critical challenges here: one is communication. . .
Well, I think, first of all, one is actually solving the problem. . .
Actually, come up with a product that actually provides what the consumer is looking;
Secondly, find a way to actually communicate to consumers that we have done so \"(1639 ).
* For ITL, the goal is to provide a product that is considered innovative.
\"It is important to say to consumers that we are able to do something we have never done before, in order to maintain a high level of taste while reducing the rigour or irritation associated with the product. . .
So it\'s a big challenge to communicate to people that it\'s actually done and that they should try to prove it\'s done for themselves \"(1640 ).
Shaping the image of scientific achievements. French promotion and execution become a trial performance P-
61. The English version is shown in figure 3.
There is a clear hint of using cutting technology --
The away style map of the cigarette filter and the reference of several components.
The blueprint background is chosen as \"creating an impression of craftsman or a draft of [or] someone who works with science [sic] to participate in the development of new ideas and new things and more. . .
Introduction of concepts of technology and engineering \"(1643 ).
In addition, the arrow pointing to the middle of the filter deliberately resembles the common arrow on the computer screen, \"the way the package itself is rendered looks like an icon on the computer screen,\" such as the Microsoft Window, the same is true of the text that presents the \"internal story.
The reason for the visual reference to computers and blueprints is that it implies \"new technology, which illustrates the ability to do things we have never done before\" (1644-45 ).
The copy of the advertisement repeatedly mentions less or less stimulation, indicating that the claim is based on research and refers to the \"unique filter\" with \"dispersed nature of granular semolina\" and \"charcoal beads \".
An effective natural filter \".
Reiterated the concept that these design elements \"bring. . . a hi-
We already have new findings, we have a new filter, in fact, this new filter provides you with the product features you have been looking for \"(1644 ).
The same graphic elements appear in
Store Display with 3D, oversized cut
Description of the filter.
Download the new tabDownload powerpointFigure 3Player\'s special advertisement. “Full flavour.
(Canada 1997 ).
To convey the taste, ITL uses \"quite dark and quite rich colors\" (1641 ).
They also rely on the player\'s hero, the sailor on the cigarette package, because of \"perseverance, independence
This very rugged life at sea needs to be relied on \"(1641 ).
The brand of parent players also provides a link between tradition, tradition and craftsmanship.
The name Premiere is used to convey \"this is the first time, this has never been done before\" (1642 ).
In addition, we note that both French and British audiences understand the premiere, which is an important consideration for bilingual Canada.
Honest Advertising or \"nonsense \"?
According to Ricard, \"if a new brand is to succeed, consumers must be aware of the existence of the brand. . .
[And] they have to know what different things this brand can offer. . .
Again, advertising is really a very good way for us to be able to communicate information to consumers accurately \"(1527 ).
The premiere of Player was fully launched in the spring of 1997, but no target sales were achieved at or after that time.
\"Basically, it never left the ground\" (1529 ).
International trade log managers blame advertising regulations
More specifically, the implementation of the Tobacco Act
Because of the failure of the player premiere
The documents submitted by the Attorney General of Canada include the view that \"there is little honesty, truth and full disclosure that can be interpreted as positive sales information. . .
Instead, their ads rely on health pictures and smart pictures, misleading consumers to believe that filtered products and specific low-tar products are safer than others and don\'t know why \".
As imagined in the edit comics (Figure 4), this is also described as cultivating consumers like farmers grow mushrooms: \"Put them in the dark and feed them a lot of nonsense \".
Figure 4 cultivating smokers is like growing mushrooms.
(Tim Rotheisler of the Calgary Herald is licensed.
) The final part of Ricard\'s testimony is a statement that his company\'s success is achieved by \"fully and fully understanding what consumers are focusing on. How do they look at the various brands in the market, by telling them specifically what they will get from our products.
In fact, we have met the requirement to increase our market share \"(1699 ).
Then he said angrily, \"I took a very serious exception to [the nonsense statement]. . .
[This is] our ability to develop products and communicate them honestly and directly is exactly what they can expect, which allows our market share to grow \"(1700 ).
The documentary about the development of the player premiere proves that all internal industry documents are in the pre-
Trial procedure.
A large document contains a chronological collection of reports, position documents, memos, etc.
This becomes the evidence of toto, with the brackets below, giving the last few digits of the trial Bates page number.
Interestingly, in the official original case, the industry document on player premiere development was not the object of concern and was not discussed in the expert report on advertising or packaging.
These documents are taken into account simply because the industry provides the premiere of Player as an example of advertising regulatory dysfunction that prevents meaningful product improvements from successful marketing.
The ITL file was reviewed to assess the effectiveness of the industry assertion: Product development was indeed a new improved product before promotional commitment player premiere development, due to the real difference in the degree of stimulation (that is, \"not related to illusion\"), there is a wealth of information about the premiere communication, and the premiere failure is due to regulatory restrictions on its advertising.
Tomahawk project: the brand planning process for attacking the player\'s premiere was initially identified as Tomahawk project.
The Tomahawk position document (August 1993) states that \"the biggest unmet demand in the market today is to reduce the general demand for stimulus \"(. . . 1359).
Over the past four years, many smokers have been unhappy with their cigarettes, \"the vast majority, 63%, and still growing, are looking for less stimulation \"(. . . 1361).
The ITL measure the degree of discontent is the rating difference between the \"own\" brand and the \"ideal\" brand of each respondent.
The difference in stimulus is about twice as much as the next most important concern \"intensity\" (which consumers on average want less intensity) and more than three times as much as any other measure of focus.
\"Health\" is not measured directly, and the only dimension close to it is \"stimulation \"(. . . 1369).
A study with the focus group was launched in August 1993 to determine \"which possible approach [in the eyes of the consumer] is most in line with the above objectives\", which is to position the brand as medium-intensity and reduce stimulus (. . . 1342).
Tomahawk project by October 1993: Position Document #2 clarifies consumer concerns about \"severity and stimulus.
In essence, they are talking about burning or discomfort at the back of the throat when smoking, and in some cases, the morning throat feeling after a lot of smoking in the evening \"(. . . 1328).
\"The term\" harsh \"and\" stimulus \"are synonymous \"(. . . 1329).
The study shows that \"real product improvement is needed \"(. . . 1332).
However, in seeking this real product improvement, \"at this point, the delivery of actual tar and nicotine should not be a constraint \"(. . . 1333).
Finding the right packaging, text and gimmicks before finding real product improvements, launched a second wave of consumer research, \"Research promotional packaging and/or merchandising options that support desired positioning \"(. . .
1333), and establish \"credibility of different concepts when producing smooth cigarettes \"(. . . 1335).
The memorandum of the second wave of research in the report states that \"natural maturity\" advertising claims have the ability to minimizeargumentation.
\"Subtle and low-key
The point is that statements about a process don\'t seem to cause cynicism and guilt that we usually see when tobacco companies talk about natural ingredients \"(. . . 1307).
On January 1994, Position Document #3 stated that they had a greater understanding of consumer vocabulary. . . 1293).
\"In the next round of research, we will be more fully exploring unique or novel product features and what role this can play in providing the credibility of this product over all other products \"(. . . 1299).
However, while Perception management is improving, it is acknowledged that \"the biggest challenge will be to actually deliver on the promise \"(. . . 1294).
In March 1994, a research provider agreed, noting: \"We believe that what remains to be done and what is critical to the success of the Tomahawk proposal, is to develop products that fully honor our upcoming commitment to consumers \"(. . . 1379).
Action 21 mid-term: One Year After Image v realityA, in March 1995, after nearly two years of hard work, ITL has not yet found a satisfactory product to deliver on the promise of less stimulus that is increasingly carefully crafted
At this time, the opponent RJR-
Of those under the age of 25 in Quebec, McDonald\'s export \"a\" media performed particularly well.
In response, ITL launched a temporary Tomahawk project --
Because a real \"less exciting\" product is not a fact.
Marketing efforts are carried out in the belief that \"this effort can be driven by images rather than significant product differences (. . . 1270).
Even if it is not in fact better, the illusion of product improvement is now enough to meet the needs of the ITL.
In April 1995, product-based R & D (R & D), email continued to express \"significant disappointment\" with the product version of the project Tomahawk, which was being tested at the time \".
On June 1995, a memorandum reported a representative with Baumgartner, a filter manufacturer in Switzerland and the United States, on CR-
20 filters, with cavities containing a mixture of active ingredients such as carbon and inert ballasts.
This cavity type filter, like the final choice of Caviflex, has been used in other jurisdictions to allow the parent company BAT to obtain relevant information (. . . 1247).
The ITL notes that \"the filters built in this way are a bit cheap because the ballast can be cheap and the filter manufacturing machine can run at a higher speed \"(. . . 1250).
As trade advertising (figure 5) shows, filter manufacturers do not push for implied health of \"less stimulation\" when selling this filter to tobacco companies.
The cavity filter provides flexibility, and this ad reminds tobacco companies that Caviflex technology provides them with trade
Select improve performance or reduce costs \".
\"It\'s just a matter of mixing ingredients. . .
The secret is in the cave \".
Download the ad for the new tabDownload figureOpen powerpointFigure month Bob Gartner (Caviflex.
\"This is your action\" (Tobacco Reporter 2002; 129:49).
On November 1995, Tomahawk Position Document #4 reported that multiple waves of consumer research \"ensure that we are ready when the product itself is ready \"(. . . 1233).
So far, the product \"concept\" has been revised to include: \"Technology is considered capable of delivering this product \"(. . . 1236).
Perhaps the most important feature of the \"professional gap filter\" is that it looks different and impressive to ordinary smokers, so it \"can be used as a communication tool \"(. . . 1238).
However, the goal of creating a truly \"less stimulating\" cigarette is still not achieved.
\"Tomahawk requires a product that is related to taste and degree of stimulation, and it can significantly improve product properties \"(. . .
1238. emphasis on the original text ).
The ideal product will be different in appearance and actual situation.
This look will affect the expectations of consumers, stimulate their curiosity and try, while the actual smoking experience will lead to satisfaction and repeated purchase of the product.
On May 1996, a general offer research briefing was eager to test the general offer, saying: \"The Tomahawk project is in many of the necessary development stages in terms of concept representation. . .
The packaging has now been completed.
However, the less complete is the product \"(. . . 1201).
Despite this, ITL was impatient.
\"[I] t must review all possible alternatives to the Tomahawk in accordance with the potential launch date for the period 1996 \"(. . . 1201).
Consumer test with \"mocked-up in-
Store newsletter, as well as brochures designed to replicate content, if not in the form of a final package insert \". Also mocked-
Up is \"final package design with standard edition and same amount of promotional \'glow-in-the-
Use the phosphorus lettering (. . . 1204).
By June 26, 1996, the study \"results led to the decision to start with the Caviflex option \"(. . . 1193).
The interim Tomahawk creative brief called for another wave of consumer research before the planned release date of October as a \"last chance to test and fine-tune communication materials \"(. . . 1193).
The expected communication mix includes cigarette packaging inserts, belts
Outdoor, transport and print advertising, in-room Flyers
Store counter display, wooden box matching.
Trade exchanges are equally thorough.
Because ITL is aware of the \"temporary\" and still inferior nature of the upcoming product, the research agenda is also trying to \"find out how they react, if within a year or two, we will come up with a new improved version \"(. . . 1188).
\"In the first few weeks of launch, there is a high expectation of interest/high trial\" as the results of previous studies were \"very positive \"(. . . 1188).
The thoroughness and many steps of consumer research on promotional commitments can be seen in Table 1.
View this table: View the inline View pop-up table 1 the communication research chronology of the player\'s progress to date, and the plansA memo summarizes physical product development in four steps.
First, an inspection of existing products was carried out to \"determine the most suitable cigarette design to provide the best balance and the best machinery \"(. . . 1182).
Secondly, more than 50 formulas, including traditional formula and experimental mixture, were studied.
Third, various methods of filtering \"reducing the perceived [true perception] of obvious stimuli\" were evaluated.
Consumer data show that the perceived decrease in stimulus may be more of a belief in visual differences \"(. . . 1183).
Several types of filters (such as CR-
20 resin cavity filter, double density filter, carbon cardboard pallet display filter), internal research and measurement of aldehyde production data by filter suppliers.
In these tests, \"a cavity filter was found to be the best short-term alternative to the Tomahawk\", although \"an internal assessment does not indicate a reduction in aldehyde \"(. . . 1183).
Taking into account the tobacco thread per inch, other potential means of reducing irritation, such as increasing density, using additional additives and spices (HCl, ammonium cl, acid, acetate), increasing moisture, the special cardboard pallet display (glycerin, low PH coating, Pulp, calcium carbonate and nitrate) was also evaluated \"but none of the tested samples provided the desired effect \"(. . . 1183).
The fourth step is the \"quantitative evaluation of consumers\" of the taste panel \".
For the king size version, the results are not encouraging, as \"cavity filters tend to have more impact and stimulation than the competing criteria adopted \".
The regular length provides more (quite a few) tar, nicotine, and carbon monoxide (CO) than any of the two competing criteria used ).
Even optimistically explained that these findings indicate \"product similarity relative to opposition.
However, the total quote for [combined filters/recipes] may be more relevant to [consumers] because the filter has a greater potential to reduce perceived stimuli \"(. . .
1184, emphasis added ).
The interim Tomahawk research briefing on July 1996 considered whether consumers would consider the product to be healthier, although expressed in coded language: \"Knowing which elements of the Caviflex concept may convince consumers that it is a daily product \"(. . . 1179).
This refers to the early research work of the ITL, using the code name Project DAY, to develop a type with \"lower biological activity\" (which may be carcinogenic) the products are accepted by consumers as \"better for you\" and \"safer smoking experience \".
In August 1, 1996, the work plan of the \"Tomahawk\" project finally requested the review of the literature on the charcoal filter that has been promised (. . . 1176).
In September 11, 1996, when drafting the final proposal on the Tomahawk, the criteria for decision were clearly stated as: (1) to provide \"significant\" advice with \"significant\" as: (1) (3) communicate \"the right thing\" to the consumer, (4) production feasibility, (5) expected profit.
The criteria for success in the testing market are \"no harm to trademark cognition\" and moderate --
Half of 1% of the market share, 80% of which is cannibalistic, took sales from other ITL brands, with a net increase of 1% per cent of 10 (. . . 1152).
Production is not considered a problem because \"BAT has been using similar filters for the last 20 years \".
The official recommendation is to move forward based on confidence in the potential for advertising fraud: \"We have solid evidence that the image and communication behind the product is very strong. . .
The images associated with it can be projects with their best potential \"(. . . 1158).
The management committee endorsed this and formally approved it on September 16, 1996.
This is the official authorized test market for Canada\'s three coastal provinces: BC, Nova Scotia and Prince Edward Island.
Assuming that the test market results are consistent with the \"positive results of the study\", the national launch of the remaining seven provinces is scheduled for April 1, 1997 (. . . 1151).
The salesperson\'s Q & A prepared a series of \"possible questions and appropriate answers\" for the salesperson located in the test market area \"(. . . 1130–6).
Unlike consumer advertising (figure 3), the \"unique filter\" claim here is limited to the \"in Canada\" application.
When asked if Premiere was superior to a competitive product, the salesperson was instructed to answer: \"I am happy to say that it did it \".
However, no additional information was provided (or is now clear) to support this claim.
In the seven pages of the Q & A, there was no explanation of \"anger\" anywhere, nor of how it was reduced, nor of the extent to which the premiere implementation was reduced.
Although the draft question includes both \"what is stimulus\" and \"What is stimulus?
\"What caused anger ? \"” (. . . 1167).
In a letter from the sales director to retail customers in February 3, 1997, a vague explanation was that \"the reduction of stimuli is made up of a combination of unique filters and a quality mixture of player tobacco \"(. . . 0993).
27 irritating test market results in addition to monitoring sales through syndicated services, the test market is also the venue for another round of consumer research.
In January 1997, when consumers reported whether their own experiences were less stimulating or more stimulating, only 18% of the people who usually smoke
The irritation of light strength products is small.
As shown in Table 2, the results of those who usually smoke more strongly are more frustrating.
Only 15% of the participants reported less stimulation, while 24% reported more stimulation.
Most respondents reported no significant differences.
This report does not further explore the failure to deliver on the promise of \"reduced stimulus\", which is in sharp contrast to 10 tables and two tablesand-a-
Deal with half a page of ITL\'s concerns about fiberglass contamination rumors (. . . 1120–2).
Check this table: check the inline View popupTable 2 intensity-stimulating perception consumer curiosity in general smoking (January 1997), but staying in the dark focus group on January 1997 indicates that premiere communications produced \"rather specifically from in-store 3-D display.
28. while consumers understand that the proposal is \"a unique filter that can reduce stimuli and provide more flavor\", consumers are not very open-minded and want more information: \"Some of the terms in printed materials don\'t always make sense. . .
One would like to explain more precisely how the filter reduces stimuli \".
A small number of subjects also speculated that \"health-related advantages may be brought about by the new filter \". . .
[Inference] if a new filter removes something that other filters don\'t have, it\'s not inherently that harmful \"(. . . 1031).
This is consistent with the observation of \"filter-led consumer playback\", masking other elements.
When consumers discuss health-related inferences, the type of phrase used is \"not so harmful to you, not so bad or better. . .
When asked to explain. .
People who are less irritating or smoother to their throat or lungs are often played back \"(. . . 1042).
When asked about the removal of \"something\", it is generally not defined in any precise way, [but] some mention of toxins and some. . .
The content of tar or nicotine is expected to be low \"(. . . 1043).
The report also noted that although some subjects did link charcoal to fish tanks and water filters, the role of charcoal in the filter was not clear.
Also, \"decentralized quality\" is not a consumer friendly term and is not always understood or meaningful \"(. . . 1045).
Communicate with multiple
In March 1997, the \"Tomahawk communication program\" project launched the player premiere nationwide, which identified the dual role of communication
Provide information and shape ideas.
There is no doubt that \"emphasizing the credibility of the filter = Concept\" (page 7 ).
Media programs that raise awareness and translate it into product trials include the expansion of a variety of media: billboards, bus shelters, bus sides, newspapers (sports and entertainment sections) university papers, magazines (music, TV, sports), national publications, underground publications, direct sales, leaflets, etc. The in-
Shop floor and counter display featuring cutting
Rendering of the filter.
Flyers, matches, brochures, easel cards, shelf talkers with arrows, shelf strips, packaging riser, packaging slides with concept information and vending machine strips are also used.
Not only in the mass media and general tobacco retail channels, but also in bars, coffee trucks (canteens), through 1-800 (toll-
Free) phone number and mail letters and brochures directly to the player\'s smokers in the ITL database.
More irritating results received more bad news in March 1997.
For those who try this product, but don\'t know the first concept of the \"unique\" filter, the number of consumers reporting more stimulus exceeded the number of consumers reporting less stimulus (29% v 10% ).
However, it can be seen from Table 3 that \"if the consumer has an understanding of the concept, in terms of the stimulus, it will be biased towards the view of the smokers favored by the premiere \"(. . . 1100).
This tomahawk progress report is widely circulated across management to all members of the senior executive management committee and marketing committee, as well as junior managers and employees engaged in market research, strategy and communication (. . . 1103).
View this table: Looking at the inline View pop-up table 3 based on concept awareness (March 1997) The May 15, 1997 update of stimulus perception is no longer encouraging.
After 17 weeks of marketing, sales did not meet expectations.
Eventually, after four years in the market, the premiere withdrew from the market in 2001.
Is the product prior to commitment? No.
There is no doubt that the development of the player premiere product does not advance the promotion commitment.
It is clear that the research work to hone the promotion commitment has been going on from the beginning and three waves have been completed in the first year.
These and subsequent efforts, through research on product qualifiers, packaging, advertising wording and images, retail displays, etc. , revise and refine the communication of the \"less stimulus\" commitment (Table 1)
Is there \"less anger\", as promised? No.
Despite repeated recognition in the ITL document that \"the key to the success of the Tomahawk proposal is to develop products that fully deliver on their promises\", in fact, the products sold on the market are not \"less exciting \".
In fact, it is obviously not as good as new and improved.
Only a small number of testers reported that, as promised, it was \"less irritating\", while a larger proportion of testers found it \"more irritating\" and many felt there was no difference.
The report to the BC government in March 2000 on the Player premiere and the Player Light King Size showed that the premiere brought a variety of irritating substances and other chemicals, such as ammonia, aldehyde, hydrogen ammonia, phenol, including tar and nicotine.
30 such data, as well as the data disclosed in the internal report, such as the project Tomahawk aldehyde table (1996), are summarized in an expert report.
ITL regards the respiratory stimulation of the main smoke and side stream smoke as a function of the \"known stimulation\" of formaldehyde, aldehyde, bingal, acetone and ammonia.
The expert report concluded: \"Our analysis of all the documents provided by the Attorney General of Canada shows that, the mainstream smoke of the player\'s premiere cigarette contains more irritating substances than the player\'s smoke. The rules of smooth light and the player\'s light rules \".
31 the motivation and efforts of itl to reduce stimulus are considered the most important unmet consumer needs and thus represent potential huge market opportunities.
The management and R & D department had previously encountered irritating problems in developing the brand Player Smooth launched in 1992.
In addition, ITL has invested at least three-and-a-
From the beginning of 1993 to the end of 1996, the Player\'s premiere was developed for half a year, far more than the typical \"two years from the idea to what we can put into this market\" (1457 ).
The development of the player fluency and the player premiere explore a variety of technical strategies to achieve less stimulation without sacrificing taste, such as mixing filters, paper chemistry, additives and condiments.
However, other motivations and objectives for product development also exist, such as the credibility of new product claims, a lasting trademark reputation, and cost savings/profitability.
The use of the Caviflex filter with charcoal is clearly not just because of its technical efficacy, if any, as decided before starting a literature review on the efficacy of the charcoal filter.
We know that although this filter is not valid, management likes this type of filter because it provides a very desirable \"tangible credibility \".
And the \"cavity filter is. . .
A method of reducing obvious stimuli by filtering. . .
The internal assessment does not indicate a decrease in aldehyde \"(. . .
1183, emphasis added ).
In Table 4 you can see the highlights of the tension between the stimuli that produce real or imagined.
Recall that the Caviflex filter selected for the premiere was sold to the manufacturer as it provided trade
Start with \"improve performance\" or \"reduce costs.
Since the player premiere has not achieved any performance gains in reducing stimulus, perhaps the main goal is to reduce costs.
View this table: View the inline View pop-up table 4 is the advertising information rich compared to \"imagination? No.
Although the advertising style in figure May 3 seems to be more informative at first glance than other types of cigarette advertisements (such as advertisements depicting marl road countries), the information provided is more informative than other types of cigarettes.
Explain the ad copy of the clip-
Away mentions \"charcoal beads\" and \"dispersion properties of semolina\", but research feedback shows that ITL is confused about the term and the lack of any explanation.
The internal document states that \"we have to inform smokers about the contents and how the Caviflex filter works \".
However, smokers were not informed of the performance of the Caviflex filter.
Instead, the ad is deliberately ambiguous, does not provide any factual information about the irritation caused by smoke components, and does not provide what the filter does to reduce or remove smoke components, compared to other brands, nor is this product the way it is, nor is it the degree of improvement expected, but half the calories.
This is not because the problem is too complicated for smokers to understand, because it is easy to convey the meaning of technical terms in advertising copywriting, and \"with some hardto-
Learning method, explain the context is very simple \".
32. deliberately confuse advertising and encourage consumers to infer the meaning of scientific achievements and the associated reduction in health risks.
As the research report points out, an expected inference is that \"if a new filter removes something that other filters don\'t have, it\'s inherently less harmful \".
Advertising is not an explanation of information, but a Lenovo image that relies on repeated research such as computer graphics and blueprint tonality.
Most importantly, advertising relies on cavity filters such as cut-Road map
This filter is described as \"unique\", which indicates a breakthrough new technology, although in some cases similar filters have been present for at least 20 years in other jurisdictions.
Nonsense and tricks: in the testimony of the trial, the use of the appearance of the filter to obtain unnecessary \"tangible credibility\" is described as \"gimmicks \", the trial judge voluntarily translated the French language of \"ruse\" for it.
This is clearly inconsistent with the statement that ITL claims to be \"developing products and communicating honestly and directly\" and informing consumers.
Such gimmicks or tricks can also be called gambling, equipment, tactics, tricks, inventions, scams, scams or fraud.
In the judgment of the Court of First Instance to maintain the constitutional nature of the Tobacco Act in Canada, this is described as \"just a large-scale marketing strategy\" (Table 5 ).
The evidence is clearly in line with the previously mentioned model of growing mushrooms for consumers, which roughly but appropriately compares cigarette advertising to nonsense.
Whether the language is polite or vulgar, English or French, as Shakespeare said, the trick of any other name smells bad.
View this table: View the inline View pop-up table 5 the total communication combination used by the trial court\'s judgment (highlight re: Premiere) advertising effect ITL produces \"considerable curiosity \", the general awareness of the existence of the \"unique filter\" is relatively high (even if little is known about how it works, why, and to what extent) and contributes to consumer trials.
It is worth noting that Promotional Communication also affects the judgment of some users on the performance of the product, apparently convincing about 30% of users, otherwise they may report no difference to report less stimulation (
If the international transaction log does not cancel the planned package insertion, the awareness of the filter and the impact on perception may be further improved.
Although their validity was demonstrated in the test, in October 15, 1996, the inserts were canceled when federal regulations were considered to use inserts as a health risk communication tool.
Management clearly believes that politically, this is not the time to prove the feasibility and effectiveness of the insertion package.
Advertising Regulation and product failure despite the intensity of communication in many media and proven success in generating curiosity, products are unlikely to fail due to advertising restrictions.
There is a publicity opportunity between the previous law, the tobacco product management act, being judged as a violation of the Constitution and the promulgation of the alternative tobacco act.
This may affect the timing of the premiere product launch, but ITL has spent many years working on the stimulating issues of the premiere and its predecessor, Player Smooth.
The premiere test market has several months of unconstrained promotions, but still doesn\'t perform well.
In addition, the Tobacco Act continues to allow information to be provided.
Compliance with the new Law of 1997 means the elimination of lifestyle elements such as blueprints and computer images, but text-based notifications of a new product that is less exciting for consumers may continue.
A more likely explanation for the failure of the product in the market is that the product has not fulfilled its promotional commitment at all.
Promotional Communication can stimulate curiosity and product trial, but if this trial violates the expectations of consumers, it is extremely impossible for consumers to meet, transform it into ordinary users, and there is no incentive to tell friends.
As stated in the first Tomahawk position document: \"The bottom line with consumers is that they will try this product and judge for themselves whether it meets its requirements\" (1363-4 ).
As marketing professionals often mention, the quickest way to kill bad products is to put good ads on.
Does advertising regulation reduce the industry\'s ability to successfully launch truly innovative, \"new and improved\" products?
Although the industry provides services for this purpose, this case does not answer this question because the premiere of Player is definitely no better than the other cigarette products it competes.
Typical or unique case?
Unfortunately, this is more typical than a unique situation.
While maintaining consumer satisfaction with the overall consumer experience, the dilemma of providing a softer, smoother and lighter smog is certainly a long-term problem, the introduction of \"lights\" in filters and 1950 s in 1970 s is obvious.
In his 1980 s, American company Reynolds rebranded its Camel brand to reduce the screeching and irritation of smoke.
33 The use of cutting workers-
Over the years, it has also been evident in many jurisdictions that away-road drawings and \"unique\" filtered advertising claims.
Documents from other companies show the mode of the selected promotional personality, if possible to develop a suitable product.
The strategy of ITL competitor Rothmans, Benson & Hedges is \"to think about image/brand personality first and then develop products with taste quality/product and packaging attributes to enhance the image \".
34 thus, this premiere process and market offering do not appear to be special, but rather reflect the obvious practices of other brands, companies and jurisdictions.
Lawyers and executives at ITL choose the premiere of Player as a representative case to be presented to the court on behalf of the industry as a whole.
It is not credible that they deliberately choose the worst atypical example for this.
They probably chose the best case, but if this is a typical or the best example that the industry can show, people can only be frustrated about the advantages of new product projects in other industries.
In choosing this premiere case to come up with as their best foot, the industry needs to be suspicious that the industry tripped over itself and inadvertently exposed itself in the process, by paying close attention to the player\'s premiere documentation and development process.
In the 1990 s, we saw once again that the cigarette industry has crafted a product that looks like a breakthrough technology, reducing the health consequences.
But in fact, while it looks \"new and improved\", neither is.
Innovation in the industry is just a marketing strategy to gain sales or market share without real consumer interests, and therefore there is no possible public health benefit.
If the premiere is really less irritating for smoking, even if it doesn\'t necessarily mean any health benefits.
This article addsPrior research analyzes internal tobacco industry documents, providing evidence for marketing and research agendas of various tobacco manufacturers, including agendas related to cigarette design and promotional activities in different historical periods.
This cardboard pallet display examines the testimony of industry executives and the newly acknowledged internal documents of the 1990 s to gain insight into the more modern product development process presented by Imperial Tobacco, Canada\'s largest tobacco company, BAT and B & W subsidiaries.
The analysis shows that despite a lot of efforts, their promotional commitment to the player\'s premiere cigarette \"reduce stimulation\" has never actually been realized.
Consumers and regulators may mistakenly believe that this statement is reducing risk.
However, according to the court of first instance, this is \"just a large-scale marketing strategy \".
According to the fraud of industry advertising and executive testimony shown in internal documents, new cigarette products portrayed as risk reduction should be subject to much doubt.
Internal documents show that statements in advertising and sworn court testimony about the product are deceptive vague and/or misleading.
The premiere case history shows the style\'s victory over material in the industry, an example of a legal and ethical rationale that adds to the strict restrictions on advertising in the tobacco industry.
Future new products that appear to reduce risk should be challenged, even in official documents submitted to regulators, or in sworn statements to courts or legislative bodies, the industry should also make statements about these new products.
In the pre-trial interrogation, Ricard asserted: \"The tobacco industry does not have any credibility in the consumer\'s view in expressing opinions on anything related to health or science\" (p 72 ).
In terms of the authenticity of this statement, it is very appropriate for consumers to be skeptical.
In the eyes of scholars, legislators, and lawyers, it is equally appropriate that the credibility of the industry is greatly underestimated.
Claude mentsdocument access was assisted by the litigation team on behalf of the federal government of Canada, led by Claude jyal and Maurice Regnier.
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