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Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

Greenland, Steven J. (2011). Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design. In: MacCarthy, Martin and Sanders, Dale ANZMAC Conference 2011, Perth, W.A., 28-30 November 2011.

Document type: Conference Paper
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Author Greenland, Steven J.
Title Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design
Conference Name ANZMAC Conference 2011
Conference Location Perth, W.A.
Conference Dates 28-30 November 2011
Conference Publication Title ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?
Editor MacCarthy, Martin
Sanders, Dale
Place of Publication Perth, W.A.
Publisher ANZMAC
Publication Year 2011
ISBN 9780646563305   (check CDU catalogue open catalogue search in new window)
Total Pages 10
Field of Research 1505 - Marketing
Abstract This paper examines the role of pack design in cigarette marketing. Rather than using primary research it relies upon historical, as well as contemporary, publicly available tobacco industry reports and data. These secondary sources allow the specific marketing objectives of cigarette packaging design from the tobacco industry perspective to be established. The findings debunk the myth that ‘plain packaging won’t work’ being promoted by tobacco companies in relation to Australia’s proposed 2012 plain packaging legislation and reveal their expertise in using pack design as the critical element of their marketing mix.
Keyword tobacco
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Created: Mon, 19 Jun 2017, 11:13:23 CST by Marion Farram