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| Author: | Elliott, C. Lenton, P. |
| Title: | Advertising and product launch strategies in the light of tobacco advertising legislation |
| Journal: | International Journal of Advertising
2005 : VOL. 24:4, p. 527-537 |
| Index terms: | advertising legislation tobacco industry |
| Language: | eng |
| Abstract: | This paper examines whether tobacco advertising legislation result in firms notably changing their advertising activities in the period preceding the enactment of legislation. The results indicate that there is some significant short-term increase in advertising behaviour, coinciding with product launches that firms start prior to legislation changes. However, firms do not generally maintain higher advertising expenditures than previously throughout the period between legislation being introduced and coming into force. |
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