Free Marketing Dissertations - - Did Any Of The Participants Use A Coupon To Buy Cigarettes. Did Any Of The
- Did any of the participants use a coupon to buy cigarettes.
Did any of the participants save any UPC codes, or tokens from any brand-loyalty
programmes of a tobacco manufacturer.
Results of the Survey
The results of the above questionnaire from the selected adult participants showed that the current range of smoking populations were 4 to 5 times more likely to have received direct mail within the past 6 months as compared to those who had never smoked before or were belonged to the former smoking community.
Second, the survey showed that smokers who had quit smoking in the last 12 months were 2 to 4 times more likely to receive direct mail as compared to those who had never smoked or those who belonged to the former smoking community.
The survey also revealed that the white populations as compared to other groups of populations topped the list of individuals receiving direct mail offers for cigarettes or related material in aid of marketing for a given brand of cigarette. The use of coupons was found to be the highest amongst the female smoking community, white adults as well as those falling within the age group of 25 and 64 years. Similarly, saving for programs such as brand-reward programs was also found to be highest amongst current population of smokers, white segment of the population as well as the those falling within the age bracket of 18 and 24 years.
Discussion on the Findings and Literature Review
The above findings significantly provided evidence that direct mail served to increase the consumption of cigarettes, and subsequently 'impede' cessation. The said survey also found that coupons delivered through the direct mail to individuals were originally designed to bring about a reduction in prices of cigarettes, as well as simultaneously offset the impact of rise in taxes and other control measures levied by respective authorities. It was also found that programs offered through direct mail, such as brand-loyalty programs were intended to reward and encourage smokers through offer for additional purchases. The survey also revealed that direct mail marketing for cigarettes was originally designed to restrict switching of brands amongst customers. However, this strategy was only a cover-up, and instead such direct mail offers allowed and in fact assisted smokers to continue smoking.
The above literature review and survey on the role of direct mail on the cigarette vending industry shows numerous legislations, public campaigns against smoking, proven addictive behaviors resulting in serious health repercussions and rising awareness levels against the ill effects of smoking all have somewhat forced cigarette manufacturing companies the world over to adopt direct mail strategies.
