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How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control

机译：菲利普·莫里斯（Philip Morris）如何释放日本卷烟市场：全球烟草控制的经验教训

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>Background: The Framework Convention on Tobacco Control includes tobacco advertising restrictions that are strongly opposed by the tobacco industry. Marketing strategies used by transnational tobacco companies to open the Japanese market in the absence of such restrictions are described. >Methods: Analysis of internal company documents. >Findings: Between 1982 and 1987 transnational tobacco companies influenced the Japanese government through the US Trade Representative to open distribution networks and eliminate advertising restrictions. US cigarette exports to Japan increased 10-fold between 1985 and 1996. Television advertising was central to opening the market by projecting a popular image (despite a small actual market share) to attract existing smokers, combined with hero-centred advertisements to attract new smokers. Philip Morris's campaigns featured Hollywood movie personalities popular with young men, including James Coburn, Pierce Brosnan, Roger Moore, and Charlie Sheen. Event sponsorships allowed television access despite restrictions. When reinstatement of television restrictions was threatened in the late 1980s, Philip Morris more than doubled its television advertising budget and increased sponsorship of televised events. By adopting voluntary advertising standards, transnational companies delayed a television advertising ban for over a decade. >Conclusions: Television image advertising was important to establish a market, and it has been enhanced using Hollywood personalities. Television advertising bans are essential measures to prevent industry penetration of new markets, and are less effective without concurrent limits on sponsorship and promotion. Comprehensive advertising restrictions, as included in the Framework Convention for Tobacco Control, are vital for countries where transnational tobacco companies have yet to penetrate the market.
机译：>背景：《烟草控制框架公约》包括了烟草业强烈反对的烟草广告限制。描述了在没有这种限制的情况下跨国烟草公司用来打开日本市场的营销策略。 >方法：分析公司内部文件。 >发现：在1982年至1987年之间，跨国烟草公司通过美国贸易代表影响了日本政府，以开放分销网络并消除广告限制。在1985年至1996年期间，美国对日本的卷烟出口增长了10倍。电视广告是通过开放大众形象（尽管实际市场份额很小）吸引现有烟民，并以英雄为中心的广告吸引新烟民的方法，从而打开了市场。菲利普·莫里斯（Philip Morris）的竞选活动特色是好莱坞电影名人，这些年轻人深受詹姆斯·科伯恩（James Coburn），皮尔斯·布鲁斯南（Pierce Brosnan），罗杰·摩尔（Roger Moore）和查理·辛（Charlie Sheen）年轻人的欢迎。尽管有限制，但赛事赞助仍允许电视访问。 1980年代后期，恢复电视限制受到威胁时，菲利普·莫里斯（Philip Morris）将其电视广告预算增加了一倍以上，并增加了对电视节目的赞助。通过采用自愿广告标准，跨国公司将电视广告禁令推迟了十多年。 >结论：电视图像广告对于建立市场非常重要，并且借助好莱坞名人的个性得到了增强。电视广告禁令是防止行业渗透新市场的基本措施，并且在没有同时限制赞助和促销的情况下效果不佳。烟草控制框架公约所包括的全面广告限制，对跨国烟草公司尚未进入市场的国家来说至关重要。

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