Rossifumi wrote:Maybe you thinking of the wrong question? The question to ask may be to ask a smoker with a Marlboro packet in their hands which formula 1 team or motoGP team it most reminds them of
Aint that backwards? Why spend money advertising to a current addict of your product? He's already hooked. I doubt Marlboro's objective is to convert smokers into motorsprts fans. They arent marketing motorsport, they are marketing their product, tobacco.
tobacco companies have frequently contested that their marketing is about market share not about persuading non-smokers to smoke.
True, and this is the second biggest lie they tell us. They are not only guilty of marketing towards young non-smokers, they have merchandised their products in ways that specifically targeted children. "Get 'em hooked as kids and you have a customer for life" is a motto (taped sessions were revealed) that trainers used to teach their merchandising staffs. There have been many watchdog groups in the US that raised hell and got the government to force the industry to change their tactics.
I'm sure that Philip Morris have done far more in depth analysis than we ever could and they would also be able to do it from the stand-point of knowing what they are trying to achieve and the context of where and with who they are trying to achieve it.
I would have assumed that the point would be to increase sales by aquiring new customers. Do you suspect that there might be other objectives? If Marlboro spends $ millions to achieve something other than increased cigarette sales, I'd be interested in what that is. Not saying it doesnt exist, but I'd be genuinely curious and probably fascinated by the motives behind the curtain.
If you believe that Philip Morris are spending the $millions ($billion in the case of Ferrari) in sponsorship when asking a few of their mates could prove that it had no effect then I respect your point of view, I just don't agree with it.
Uh, no, I dont. But thats what we have been pondering here. How effective is an advertising medium where your brand is unrecognizable, and why does Marlboro continue it's association with motorsports?