#commentisfree #conhome #tobacco #lobbying
Mark Field MP: Plain packaging of cigarettes should be resisted as a matter of principle by all Conservatives
I contend that we Conservatives should not be pandering to well-funded, lobbying organisations in pursuit of their own goals and agendas, without careful consideration of both sides of the argument.
MARKETING TO YOUNG PEOPLE
LIES FROM THE VERY TOP
More than meets the eye: on the importance of retail cigarette merchandising
Richard W Pollay
[T]he role of merchandising is likely to become increasingly important in the event of ad restrictions, and considerably more attention is, therefore, being given to this activity, both in Millbank and a number of associated companies. … The main purpose of these activities are … (c) to create conditions which give an immediate stimulus to purchase at point-of-sale … It is therefore recommended that a key sales executive should be appointed to study the subject of merchandising ..
in a market where no promotion of cigarettes is allowed, you could expect to see the following … more efficient use of the trade, and in-store communications, i.e. permanent merchandising material and point of sale temporary material (e.g. stickers). The aim is to create a better impact—to let the retail environment communicate the values of the product more effectively
Maximum perceptual recognition should be achieved at point-of-sale by the appropriate pack style and design, by dynamic display layout, and by point-of-sale advertising materials … All these factors should be the subject of continuous research. To this end, we should seriously consider the merits of setting up experimental in-stores so that, for example, label designs, pack sizes, POS materials, etc. can be evaluated
Tobacco products must be positioned so that they will be easily visible, readily accessible to shop assistants and displayed in such a way as to generate a strong impulse to buy. A special in-store promotion will be most effective if it is positioned so that it can be seen by the customer before he actually reaches it. … By adjusting shelf-heights and by the use of shelf extenders, shelf-talkers, arrows, etc., it is possible to make facings stand out to give additional impact. … Directional arrows, day-glow material, flashes, stars and similar eye-catching methods can be used to attract the attention of specific brands or temporary offers. … With these and other aids, the trained merchandiser can bring an additional attraction quickly and cheaply to his product situated in a market stall, vending machine or in the tobacco department of a large supermarket … Pictures and slogans should be kept to a minimum and be placed near the product but designed to be clearly visible at a distance from which the customers will normally view it
The marketing perspective should be broadened … specifically towards maintaining the smoking habit at current levels, and if possible to increase those levels. We should not rest content with the traditional role of marketing, which aims to increase market share
THE RIGHT-WING PROPAGANDA MACHINE – THE ARCHETYPAL BLUEPRINT AS DESCRIBED BY PHILIP MORRIS
We want to identify opportunities to :
1) Limit or redirect federal and state funding. – However, to do this, we
also need to first decide what types of anti-tobacco programs are
acceptable to us, e .g . youth education, public advertising campaigns,
preventing youth access, etc .
2) In order to accomplish this effort, we will have to highlight waste
and abuses in publicly funded programs . – Our primary focus will be on
legislators, but we’ll also have to generate media stories in order to
reinforce this message.
3) We already know that the ATI receives a minimum of $600 million
a year from public and private sources . This is hardly small change at
a time when a number of social activists are competing for a shrinking
pool of public funding .
The ATI has reached the level of funding where they should be
considered fair game by other social activists — if these other activists
knew just how much the ATI was receiving .
Naturally, we want to make this information available . However, we
also want to identify the right groups to provide this information .
To successfully implement our second strategy we want to :
1) Ensure that the ATI is subject to federal and state statutes governing
the use of public funds as well as federal and state lobbying registration
2) We also want to encourage federal and state investigations where
we are reasonably certain that the ATI is on the wrong side of the law .
3) Where possible, we want to identify opportunities to tighten federal
and state funding and lobbying requirements that would directly impact
the ATI and its allies .
4) Here again, there are opportunities to partner with other social
activitists who may not be receiving their fare share of public funds, or
who may question the value of what the ATI is attempting to
5) To reinforce our efforts we want to mobilize groups that are interested
in monitoring public programs and lobbying and contribution laws .
There is also a select group of reporters who are interested in this
subject and we want to make sure that they are aware of what the ATI is
For 1997, we will accomplish the following :
1) The I RS is investigating the Coaltion for Tobacco Free Kids and
the HHS Inspector General is auditing the ASSIST program (at the
request of Congressman Bonilla [R23-TX]) .
- We will identify opportunities at the federal and state level to
encourage additional investigations of ATI programs .
- Retailers have already attempted to challenge the ASSIST program
in Washington, Maine and Minnesota — however, these programs
were not successful . We want to understand why not and implement
a strategy that will rectify this situation.
2) Many of you may be aware that the U .S . House recently adopted a
rule that require groups receiving federal funds to disclose this
information when they appear before congressional committees .
- We plan to draft model federal and state language based on the
House rule and work with Howard L . . . and David L . . . to assess
opportunities for further action .
3) In addition, based on the outcome of our analysis of how federal
and state audit procedures and guidelines apply to the ATI, we will
determine the feasibility of revising these requirements through
model federal and state legislation .