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The effect of government policy on tobacco advertising strategies

Elliott, Caroline and Wei, Yingqi and Lenton, Pamela (2010) The effect of government policy on tobacco advertising strategies. Bulletin of Economic Research, 62 (3). pp. 243-258. ISSN 0307-3378

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Abstract

This paper contributes to the very limited literature examining the factors determining tobacco companies' advertising strategies. The paper explores whether firms in the UK tobacco market significantly changed their advertising expenditure in the face of proposed changes to the UK and European Commission tobacco advertising legislation. The results suggest that changes in legislation have little impact on firms' advertising strategies for existing brands, but that legislative changes impact upon product launch dates. Our results also offer some information on the nature of firm interdependencies in the UK tobacco industry.

Item Type: Article
Journal or Publication Title: Bulletin of Economic Research
Uncontrolled Keywords: advertising ; competition ; legislation ; tobacco
Subjects: UNSPECIFIED
Departments: Lancaster University Management School > Economics
ID Code: 45007
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 19:25
Refereed?: Yes
Published?: Published
Last Modified: 09 Apr 2013 12:00
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/45007

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