Taking a Tip from Marlboro's Macho

Article Abstract:

Philip Morris Inc. has, since the 1970s, used an informative ad approach to its Merit cigarette ads. The ads were mostly the message of Merit's low-tar content. But now that market is glutted with low-tar and even ultra-low-tar content cigarettes, Philip Morris has gone to a new look for its advertising. Taken somewhat from the idea of the Marlboro man, Merit ads now show a rugged but masculine Navy man's picture set into a larger picture of a ship at sea. The new image is much different than the old nothing-but-words approach.

---

Jim Thompson Tells How Philip Morris Hit the Top

Article Abstract:

Philip Morris USA's vice-president of media, Jim Thompson, was awarded 'Marketing and Media Decisions' Eighth Annual Advertising Man of the Year Award. In his acceptance speech, Thompson traced the growth of Philip Morris in the cigarette business. The company has achieved sales volume and market share gains. Advertising philosophy has followed a consistent, unified approach. Image advertising is favored. Consistency is a dominant theme in the company's strategy.

Measurement, Sales

---

Morris's dance finds plenty of fans

Article Abstract:

Morris Ashby is a UK alimunum die-casting group which has a good track record. The company has seen a rise in its share price of over fivefold from 1991 to 1995, with profits and sales tripling in this period. Sales of products for domestic appliances were down in FY 1994-1995, but sales of other products rose. The company has invested in plant and equipment. A profit of 3.2 million pounds sterling is forecast for 1995-1996 by Mavis Warner from Charles Stanley.

Aluminum Die Castings, Aluminum Die-Casting Foundries, Management, Aluminum industry, Die castings (Product), Aluminum castings, Morris Ashby PLC

Similar abstracts:

• Abstracts: Trust in the hands of the Lord. Now wash your hands please. Your life in your hands
• Abstracts: Locking up computers with encryption. Suppliers fight back on Open Systems. Let's Put the Personal Back in Personal Computers
• Abstracts: Putting people into the process. Putting the bells and whistles on defined contribution plans
• Abstracts: Gauging success of litigation cost recovery from IRS. Optimal disbursement of a sunk resource and decentralised cost allocation

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.