Introduction
Smokers, as based on the previous studies started in a very young age. It is also identified that there have been a critical factor in the growth and decline of the cigarette companies. Therefore, in order to maintain the financial performance, the advertising for the early smokers is effective. The young smokers will be the replacement for the old smokers. The youth and their smoking habits potentially increase the performance of the firms and the opposite situation contributes in the declination of the firm. Therefore, in some instances, the smoking pattern among the youth is important for the tobacco and cigarette manufacturers.
Background and Problem Statement
Many studies show that the use of advertising and marketing effectively increase the appeals and promotion to the people thus, also increasing the consumption. This same is true to the cigarette manufacturers and making an appeal for the young people. In Kazakhstan, the consumption of tobacco as of 2002 is determined to 46.5% among men and 7.6% on female. While the youth consumes about 17% and 9% for boys and girls respectively, yet rapidly increasing and attributes to the increasing death. Despite the continuous approach of the government to limit the smoking in their country, the advertisements lead to the increase in the consumption of the product. Tobacco advertising also has a powerful effect among young people. And those tobacco promotional activities are causally related to the onset of smoking in adolescents and that exposure to cigarette advertising is predictive of smoking among adolescents. Because of this trend in the industry, there are two problems that need to be answered:
· How to control the smoking and the related advertisement in Kazakhstan?
· How to fight the issue of smoking among the youths?
Research Aim and Objectives
The main aim of the study is to investigate the possible solutions that can face the problems in smoking. In order to facilitate the investigation, there are four objectives that should be considered. First is to determine the effectiveness of the advertisements and any types of promotion in terms of the prevalence among the youths and other people (both men and female). Second is to recognize the perceptions of the individuals regarding to the issue of smoking (non-smokers vs. smokers). Third is to recognize the strategies of the manufacturing companies in terms of increasing the sales of their brands. And fourth is to identify the existing policies and regulation done by the government to limit or reduce the prevalence, production or importation of tobaccos and cigarettes.
Significance of the Issue
The study is dedicated to the promotion of tobacco products on the market after the ban on its advertising in Kazakhstan. Based on the study held in United States, there is an estimated 86% of U.S. teenagers who smoke and patronized the commercialized brands of cigarettes. Therefore, the study will be take responsibility in promoting the solutions or barriers in the advertisements of both locally and internationally produced smoking products.
Preliminary Literature Review
As more and more countries impose total or partial bans on tobacco advertising, the industry has been adept at finding creative new ways to publicize their brands, especially with young people. Such “indirect advertising” methods which includes sports sponsorships, promotional items, brand stretching, samples, and entertainment are used. Moreover, the promotion of flavored cigarettes can be part of the increasing popularity of cigarettes and tobacco among the youths. The use of sponsorships helps the company to link their products with health and athletic prowess, and reach a large number of young people, by sponsoring sporting events and teams. Meanwhile, the distribution of promotional items like t-shirts, hats, backpacks and other useful items are ideal to place the company’s cigarette logos. This kind of practice is like a “walking advertisement”. While the other form of advertisements continuously boosting the performance of the businesses, the health of the youths are placed undoubtedly at risk. Therefore, there is a need to increase the banning practice of the government on these cigarette and tobacco companies.
Preliminary Methodology
The study will utilize both concepts of qualitative and quantitative methods which meant that the study will focus on the collection of secondary information and primary information. The secondary information can be gained from the books and case studies, journals, business reports, health case reports, and other reliable information can be found over the Internet. On the other hand, the primary information can be collected by the use of surveys and interviews among the sample population of smokers of both sexes – young and adult.
References:
Ross, H., (2006) Tobacco and the Economy [Online] Available at: http://www.tobaccoevidence.net/pdf/cee_fsu_activities/Kazakhstan_tax.pdf [Accessed 30 September 2010].
Tobacco Fact Sheet (2000) Tobacco Advertising: Promoting A Future Without Tobacco, 11th World conference on Tobacco OR Health [Online] Available at: http://www.tobaccofreekids.org/campaign/global/docs/advertising.pdf [Accessed 30 September 2010].
Ziedonis , D.M., Guydish, J., Williams, J., Steinberg, M., & Foulds, J., (2006) Barriers and Solutions to Addressing Tobacco Dependence in Addiction Treatment Programs, Alcohol Research & Health, 29(3):228+
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