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DIRECT
MAIL |
Mail from tobacco companies to those on their extensive
mailing lists is both a marketing tactic in itself and
a major channel for distribution of other forms of direct
marketing (Katz & Lavacck, 2002; Slade, 2001). Direct
mail carries brand loyalty program materials, such as:
coupons, controlled circulation magazines, catalogs,
announcements of sweepstakes and sponsored events, product
gifts, and even sample cigarettes. It is sent to names
in databases previously compiled through such means
as sweepstakes entries, brand loyalty program orders,
entertainment events, and consumer surveys. Direct mail
databases provide useful information for segmentation
and targeted mailings by storing and continually updating
detailed information about individuals. This is facilitated
by direct mail’s response mechanisms, such as
consumer surveys or coupons coded to identify which
consumers redeemed them.
See examples of direct mail materials such as coupons,
sweepstakes, controlled circulation magazines, and brand
loyalty products, below.
For
more examples of all kinds of direct mail materials, search
for
“Direct Mail” under “Item Category”
on the
search page. |
click image to enlarge
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Brand:
Camel
Date of Item: 1995
Media Type: Other - Misc
Item
Category:
Brand Loyalty - Product, Direct Mail, Smokers Rights,Match
Book
Description:Direct mail from Camel of
a box of matches and information about a “smoker’s
rights action line” to protest no smoking laws
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click image to enlarge |
Brand:
Marlboro
Date of Item: 2004
Media Type: Magazine
Item Category:
Brand Loyalty - Catalog,Direct Mail,Sports
Description: The Winter 2004 edition
of UNLIMITED Magazine, Marlboro’s controlled circulation
magazine. The cover highlights the words, “Action”,
“Adventure”, and “Good times”.
Likely audience demographic is young males…
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click image to enlarge |
Brand:
Camel
Date of Item: 2003
Media Type: Other - Paper
Item Category:
Sweepstakes,Direct Mail,Brand Loyalty - Coupons, Coupons
- Discount
Description: Direct mail from Camel consisting
of coupons and sweepstakes information to win a trip to
the Playboy Mansion. Encourages recipient to also, “Share
the pleasure. Give this to an adults smoker so they may
be eligible for exciting future Camel offers too”.
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click
image to enlarge |
Brand:
Kool
Date of Item: 2003
Media Type: Other - Misc
Item Category: Youth,Minorities,African
American,Latino,Brand Loyalty-Product,Direct Mail,Menthol
Description: Kool Custom Spades card
holding tin and two packs of playing cards in KOOL colors
(one blue and one green). Promotes KOOL’s “Spades
Slam Tournament”, and asks recipient to offer suggestions
about the tournament and about KOOL’s website |
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Brand:
Newport
Date of Item: 2003
Media Type: Other - Paper
Item Category:: Direct Mail,Brand Loyalty
- Coupon, Coupon-Discount, Menthol
Description:Direct mail from Newport
advertising website and thanking user for registering
with website. Provides coupons for Newport cartons. Closing
signed as, “your friends from Newport”.
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click image to enlarge |
Brand:
Parliament
Date of Item: 2004
Media Type: Other - Paper
Item Category: Brand Loyalty-Coupon,Coupon
- Discount,Direct Mail
Description:Direct mail from Parliament
for free brand loyalty product offer (flip flops) All
are in the shape of flip flops. Pitch is, "12 months
of summer." Encourages recipient to get a pair for
a friend too.
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click
image to enlarge |
Brand:
Camel
Date of Item: 2004
Media Type: Other - Paper
Item Category: Brand Loyalty-Coupon,Coupon-Discount,Direct
Mail,Sweepstakes
Description: Direct mail from Camel promoting
“limited time only” cigarettes, the new Back
Alley Blend. Provides coupons and promotes sweepstake and
Camel website. Promotion uses a "Roaring 2000s"
theme, stating: "There was a time when bootleggers
reigned, the jazz was hot, joints were jumpin', and electricity
filled the air. That time is back." Theme may be reactionary
to smoking bans in bars and restaurants.
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