Abstract:
The problem consisted in promoting the sales of two cigarette brands: A. Cigarettes, rather strong-tasting American conventional filter-tipped cigarettes; - B. Cigarettes, blond cigarettes, with a very light aroma thanks to its very efficient active carbon filter. Consequently, we had to find the occasions and means to get these cigarettes tasted by the most interesting population segments and sometimes create events likely lo allow this promotional action to unfold under optimum conditions by making sure that the actual event would not relegate the brand into the background. This is what we call the F.O.P. rule : "Focus on Product".
This could also be of interest:
Research Papers
A corporate campaign case history
Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald de Groot
 
June 14, 1978
Research Papers
Below-the-line promotion
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Martin Christopher
 
June 15, 1971
Research Papers
"Below-the-line" and "sponsoring"
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Willem G. Gussekloo
 
November 6, 1985
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)