Marketing Management and Digital Communications | Article Analysis

Running Head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
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MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Article 1
This article highlights that tobacco is constantly using social media network for finding new
ways of increasing new people in smoking habits and thereby getting passed the national laws
that restricts marketing of cigarettes to minors. As an evidence of research, the article put
forward that in the major cities like Rio de Janeiro, Milan and so on, that tobacco companies are
organising extravagant events like the red move now and so on with the intention of connecting
with young people. Search events are featuring alcohol consumption, attractive host along with
live music and these lavish events are sparing no limit on expense since their main attraction is to
entice the new buyers for the tobacco products of their brand.
However, in this context it can be argued that this Endeavour is not fit to be evaluated from the
perspective of marketing. This is because Kozinets, R. (2019), highlights that such live events
are also organised by other brands also showcasing attractive force as well as like smoking and
drinking. As an outcome it can be argued that those organisations which are not associated with
the production and sales of tobacco all liquor products are also branding and positioning their
organisation around marketing of smoking and drinking stuff.
Nevertheless, this article establishes that there is a very subtle marketing philosophy, as these
parties have a special is selected target audience who are the young in flowers, who would be
themselves encouraged to share photos posing with their glamorous tobacco on liquor brands
tagging friends on Facebook as well as emphasize on their followers on social media to do the
same. In the recent times, social media marketing has taken on a toll in brand development and
brand positioning and the researcher highlights that the popular use of hashtags like
#iamonthemove, #decideyourflowand so on are mainly emphasize upon flaunting the tobacco
brands that the youngsters have been recently using. The success of such marketing endeavors is

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MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
ensured by the fact that the use of these hashtags is increasing the popularity of the social media
profile of those users.
The primary argument of the article is built upon the fact that the tobacco companies are always
in a hunt of skirting the marketing restrictions so that they are able to find creative ways to attract
people for consuming tobacco products. In order to substantiate this fact, the article gives the
difference of the tobacco ads Ban imposed by the US Congress in the 1971 (Kozinets, 2019).
Advertisements on television and radio were banned in that year and as are response the
organisations invested heavily in outdoor advertising as well as magazines. Recently, it has been
highlighted that all the tobacco brands are not advertising die their money is flowing into
sponsorship for music, event as well as sport. In spite of the fact that such sponsorships has been
banned in the year 2010, the social media activities of the the liquor brands starting to crop from
the same time, almost.
Analysing the above arguments, it can be highlighted that the primary Appeal of this article is to
make the people understand that we are not able to prevent the promotion and Advertising of
tobacco products. In fact the biggest state of search advertising is high influence upon the young
generation. Imposition of all kinds of ban on advertising and branding of Tobacco and liquor
products had been done with the objective of preventing it spread among the youth. Nevertheless
article establishes that with more than 80% of the youth in developed as well as developing
countries using social media vehemently everyday exposure to tobacco brands is not a big deal.
There still a wide range of brand ambassadors for tobacco companies, party attendees,
influencers as well as industry insiders around the globe.
Article 2