Thinking the "unthinkable": why Philip Morris considered quitting

Objective: To investigate the genesis and development of tobacco company Philip Morris''s recent image enhancement strategies and analyse their significance. Data sources: Internal Philip Morris documents, made available by the terms of the Master Settlement Agreement between the tobacco companies and the attorneys general of 46 states, and secondary newspaper sources. Study selection: Searches of the Philip Morris documents website (www.pmdocs.com) beginning with terms such as "image management" and "identity" and expanding as relevant new terms (consultant names, project names, and dates), were identified, using a "snowball" sampling strategy. Findings and conclusions: In the early 1990s, Philip Morris, faced with increasing pressures generated both externally, from the non-smokers'' rights and public health communities, and internally, from the conflicts among its varied operating companies, seriously considered leaving the tobacco business. Discussions of this option, which occurred at the highest levels of management, focused on the changing social climate regarding tobacco and smoking that the tobacco control movement had effected. However, this option was rejected in favour of the image enhancement strategy that culminated with the recent "Altria" name change. This analysis suggests that advocacy efforts have the potential to significantly denormalise tobacco as a corporate enterprise.     

The Philip Morris External Research Program: results from the first round of projects

Background

Philip Morris (PM) launched the Philip Morris External Research Program (PMERP) in 2000, two years after the company agreed to the dissolution of two industry‐wide, external research programmes: the Council for Tobacco Research (CTR) and the Center for Indoor Air Research (CIAR). Our previous analysis of PMERP''s Request for Applications noted that PMERP''s structure, while ostensibly concerned with new product development, was remarkably similar to that of CIAR. We also found the majority of designated peer‐reviewers had previous ties to the tobacco industry and the research solicitation seemed to invite mitigating evidence concerning cigarettes and constituent risks. We concluded that a prime reason for PMERP''s existence was to garner scientific credibility for PM.

Objective

To examine the grants awarded in the first round of PMERP and subsequent peer‐reviewed publications.

Methods

Searches of industry documents available on the internet using PMERP and its variations as initial keywords; searches on Medline for publications from PMERP grantees.

Results

Of 153 applications, 61 proposals were funded, 36 of which generated 78 scientific publications. Of these, 65% deal specifically with the tobacco plant or constituents. Over half the researchers listed as PMERP participants had previously received or applied for tobacco funding. One internal document indicated PMERP''s objectives included gaining “credibility” and “goodwill”, and finding “young scientists”. In addition, PM has launched its own and more extensive internal product design research programme.

Conclusion

PMERP appears to exist less as a conduit for critical scientific inquiry than to fit into a corporate strategy intended to burnish PM''s public image.     

Working to make an image: an analysis of three Philip Morris corporate image media campaigns

Objective

To describe the nature and timing of, and population exposure to, Philip Morris USA''s three explicit corporate image television advertising campaigns and explore the motivations behind each campaign.

Methods

: Analysis of television ratings from the largest 75 media markets in the United States, which measure the reach and frequency of population exposure to advertising; copies of all televised commercials produced by Philip Morris; and tobacco industry documents, which provide insights into the specific goals of each campaign.

Findings

Household exposure to the “Working to Make a Difference: the People of Philip Morris” averaged 5.37 ads/month for 27 months from 1999–2001; the “Tobacco Settlement” campaign averaged 10.05 ads/month for three months in 2000; and “PMUSA” averaged 3.11 ads/month for the last six months in 2003. The percentage of advertising exposure that was purchased in news programming in order to reach opinion leaders increased over the three campaigns from 20%, 39% and 60%, respectively. These public relations campaigns were designed to counter negative images, increase brand recognition, and improve the financial viability of the company.

Conclusions

Only one early media campaign focused on issues other than tobacco, whereas subsequent campaigns have been specifically concerned with tobacco issues, and more targeted to opinion leaders. The size and timing of the advertising buys appeared to be strategically crafted to maximise advertising exposure for these population subgroups during critical threats to Philip Morris''s public image.     

Fiscal versus social responsibility: how Philip Morris shaped the public funds divestment debate

Calls for institutional investors to divest (sell off) tobacco stocks threaten the industry's share values, publicise its bad behaviour, and label it as a politically unacceptable ally. US tobacco control advocates began urging government investment and pension funds to divest as a matter of responsible social policy in 1990. Following the initiation of Medicaid recovery lawsuits in 1994, advocates highlighted the contradictions between state justice departments suing the industry, and state health departments expanding tobacco control programmes, while state treasurers invested in tobacco companies. Philip Morris (PM), the most exposed US company, led the divestment opposition, consistently framing the issue as one of responsible fiscal policy. It insisted that funds had to be managed for the exclusive interest of beneficiaries, not the public at large, and for high share returns above all. This paper uses tobacco industry documents to show how PM sought to frame both the rhetorical contents and the legal contexts of the divestment debate. While tobacco stock divestment was eventually limited to only seven (but highly visible) states, US advocates focused public attention on the issue in at least 18 others plus various local jurisdictions. This added to ongoing, effective campaigns to denormalise and delegitimise the tobacco industry, dividing it from key allies. Divestment as a delegitimisation tool could have both advantages and disadvantages as a tobacco control strategy in other countries.     

Young adults' opinions of Philip Morris and its television advertising

OBJECTIVE: To determine what young people think about the tobacco company Philip Morris and how it affects their evaluations of the company's new television advertising. DESIGN: Data were gathered in the context of a controlled experiment in which participants saw four Philip Morris ads about youth smoking prevention, four Philip Morris ads about charitable works, or four Anheuser-Busch ads about preventing underage drinking (the control group). Knowledge and opinion of Philip Morris were measured before ad exposure. SETTING: A California state university in the San Francisco Bay area. SUBJECTS: A convenience sample of undergraduates (n = 218) aged 18-25 years. MAIN OUTCOME MEASURES: Advertising evaluation measured by 12 semantic differential scales. RESULTS: A little more than half of the students knew that Philip Morris is a tobacco company. Neither this knowledge nor students' smoking status was related to their opinion of the company. Philip Morris ads were rated less favourably by students who were aware that the sponsor is a tobacco company than by students who were unaware. CONCLUSIONS: Advertisements designed to discredit the tobacco industry typically avoid references to specific companies. This study suggests that such counter-advertising would benefit from teaching audiences about the industry's corporate identities.     

Philip Morris toxicological experiments with fresh sidestream smoke: more toxic than mainstream smoke

Background: Exposure to secondhand smoke causes lung cancer; however, there are little data in the open literature on the in vivo toxicology of fresh sidestream cigarette smoke to guide the debate about smoke-free workplaces and public places. Objective: To investigate the unpublished in vivo research on sidestream cigarette smoke done by Philip Morris Tobacco Company during the 1980s at its Institut für Biologische Forschung (INBIFO). Methods: Analysis of internal tobacco industry documents now available at the University of California San Francisco Legacy Tobacco Documents Library and other websites. Results: Inhaled fresh sidestream cigarette smoke is approximately four times more toxic per gram total particulate matter (TPM) than mainstream cigarette smoke. Sidestream condensate is approximately three times more toxic per gram and two to six times more tumourigenic per gram than mainstream condensate by dermal application. The gas/vapour phase of sidestream smoke is responsible for most of the sensory irritation and respiratory tract epithelium damage. Fresh sidestream smoke inhibits normal weight gain in developing animals. In a 21day exposure, fresh sidestream smoke can cause damage to the respiratory epithelium at concentrations of 2 µg/l TPM. Damage to the respiratory epithelium increases with longer exposures. The toxicity of whole sidestream smoke is higher than the sum of the toxicities of its major constituents. Conclusion: Fresh sidestream smoke at concentrations commonly encountered indoors is well above a 2 µg/m³ reference concentration (the level at which acute effects are unlikely to occur), calculated from the results of the INBIFO studies, that defines acute toxicity to humans. Smoke-free public places and workplaces are the only practical way to protect the public health from the toxins in sidestream smoke.     

宁海文具力拓内销市场

今年1—9月,宁海县外贸出口累计降幅已进一步收窄至14．4％,比全国平均降幅低6．9个百分点,出口总额连续4个月呈现环比增长。各文具企业组建国内销售网络,积极抢占内销市场份额。并以国内各类经贸展会为平台,全力开拓国内市场……今年以来,     

Critique of the Philip Morris study of the cost of smoking in the Czech Republic.

This critique analyzes the methodology used in a study of the economic burden imposed on public finances in the Czech Republic by the consumption of cigarettes. The study was prepared by a consulting firm on behalf of the Phillip Morris Company. This critique, by using economic theory and a cost-benefit methodology, refutes the conclusion of the Phillip Morris study that smoking represents an economic benefit to Czech state finances. In fact, the correction of only one among numerous errors in assumptions and calculations in the Phillip Morris study leads to the opposite conclusion: Instead of savings of $150 million per year, smoking drains at least $373 million from the state budget annually, nearly.8% of the Czech gross domestic product. The net loss to the society is even greater if all pertinent costs and benefits are calculated properly. The critique demonstrates how to craft a rigorous economic response to common industry attempts to influence public opinion in which the industry employs specious or erroneous assumptions and data.     

The Living Tomorrow Project: how Philip Morris has used a Belgian tourist attraction to promote ventilation approaches to the control of second hand smoke

Study objective: To examine the involvement of Philip Morris in Living Tomorrow 2 and determine the rationale behind its involvement.

Design: Research was conducted through a web based search of internal tobacco industry documents made publicly available through litigation.

Main results: For approximately €1 000 000 Philip Morris (now Altria) became a co-initiator of Living Tomorrow 2, a tourist complex in Belgium that aims to demonstrate how we will be living in the future. In addition to promoting the company and its grocery products, Philip Morris is using the complex and its website to promote ventilation as a means of accommodating smokers and non-smokers in the indoor environment. Particular emphasis was placed on the bar and restaurant areas. Despite the rationale for its involvement, Philip Morris fails to acknowledge its role as a cigarette manufacturer. As a form of corporate sponsorship Philip Morris thought its involvement could evade any European tobacco advertising ban.

Conclusions: Philip Morris is using a tourist attraction to promote its views on control of second hand smoke (SHS) and accommodation of smokers and non-smokers in the indoor environment. However, ventilation does not deal with the health effects of SHS. Policymakers must be cognisant of the devious tactics the industry employs to promote its own agenda, especially in relation to indoor air quality and smoking in public places. Tobacco control legislation should be continually modified and strengthened in response to the changing activities of the tobacco industry as it strives to evade existing legislation and deter the advent of new legislation.

     

How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

Objective: To describe Philip Morris'' global market research and international promotional strategies targeting young adults. Methods: : Analysis of previously secret tobacco industry documents. Results: Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence, hedonism, freedom, and comfort. In the early 1990s Philip Morris adopted standardised global marketing efforts, creating a central advertising production bank and guidelines for brand images and promotions, but allowing regional managers to create regionally appropriate individual advertisements. Conclusions: Values and lifestyles play a central role in the global marketing of tobacco to young adults. Worldwide counter marketing initiatives, coupled with strong, coherent global marketing policies such as the Framework Convention on Tobacco Control, are needed to break associations between young adult values and tobacco brands. As globalisation promotes the homogenisation of values and lifestyles, tobacco control messages that resonate with young adults in one part of the world may appeal to young adults in other countries. Successful tobacco control messages that appeal to young people, such as industry denormalisation, may be expanded globally with appropriate tailoring to appeal to regional values.     

从艺术理想到社会理想——莫里斯及其工艺美术运动的家具艺术评析

本文从工艺美术运动的价值观分析入手,对该运动核心人物威廉·莫里斯(William Morris)的艺术理念,以及包括家具在内的设计实践进行了阐述和评析,指出了凭借手工艺回归和服务大众的社会理想使该场运动成为真正意义上的现代艺术运动。     

Uster：针对市场需求提供解决方案

在过去的15年里,纺织业始终面临适者生存的局面。只有那些在质量、成本和交货期方面能满足客户要求并且能保持质量稳定的工厂才能存活。     

信息技术—打开营销市场的金钥匙—斯达公司以信息技术开拓营销市场

介绍了黑龙江斯达造纸有限公司在营销领域引入信息技术,提高经济效益的实践经验。     

实现决策目标关键在于抓落实

抓决策落实是领导行为,是一个重要的领导环节和领导方法,是检验决策是否有成效的有力手段。抓好落实,事关全局,意义重大。1 抓落实必须注重两个环节 江泽民同志指出:“决策的制定和实施方案的部署,事情还只是进行了一半,还有重要的一半就是要确保决策和部署的贯彻落实。”这是马克思主义唯物辩证法的生动体现。它精辟地揭示了科学制定决策和组织实施决策的内在联系,指明了决策和落实是一个事物