The Effect of Government Policy on Tobacco Advertising Strategies

16 Pages Posted: 21 Jun 2010

See all articles by Caroline Elliott

Caroline Elliott

Lancaster University - Lancaster University Management School

Yingqi Wei

Lancaster University - Lancaster University Management School

Pamela Lenton

University of Sheffield

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.

Suggested Citation

Elliott, Caroline and Wei, Yingqi and Lenton, Pamela, The Effect of Government Policy on Tobacco Advertising Strategies. Bulletin of Economic Research, Vol. 62, Issue 3, pp. 243-258, July 2010, Available at SSRN: https://ssrn.com/abstract=1626505 or http://dx.doi.org/10.1111/j.1467-8586.2009.00319.x

Caroline Elliott

Lancaster University - Lancaster University Management School ( email )

Bailrigg
Lancaster, LA1 4YX
United Kingdom
+44 (0)1524 594225 (Phone)

HOME PAGE: http://www.lums.lancs.ac.uk/profiles/123/

Yingqi Wei

Lancaster University - Lancaster University Management School ( email )

Bailrigg
Lancaster, LA1 4YX
United Kingdom
+44 (0)1524 593178 (Phone)
+44 (0)1524 594244 (Fax)

Pamela Lenton

University of Sheffield

17 Mappin Street
Sheffield, Sheffield S1 4DT
United Kingdom

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