Increasingly, tobacco companies use niche marketing to target those groups of girls and women most likely to smoke. They are also preparing for potential marketing restrictions by compiling extensive mailing lists for direct-to-consumer marketing.
In 1994, the tobacco industry spent $850 million, or 17% of their annual advertising expenditures, on distributing specialty items. Currently, 80% of their marketing budget is spent on promotions, and 20% on advertising.
Thirty-five percent (7.4 million) 12 to 17 year olds have responded to tobacco companies' promotional campaigns. |
