effective marketing communications of tobacco brands under hard restrictions: myth or reality

Natalia I. Ivashkova () and Victoria.Ð .Petracheva ()
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Natalia I. Ivashkova: Plekhanov Russian University of Economics
Victoria.Ð .Petracheva: British American Tobacco Russia

Annals of marketing-mba, 2020, vol. 1

Abstract: The problem of building effective marketing communication strategy for the companies doing their business under advertising restrictions discussed in the article. The authors consider the topic of tobacco brands communication tools usage in conditions of strictly prohibited cigarette promotion, and prove the necessity of being socially responsible company while operating in Russian tobacco market.

Keywords: marketing communication; advertising restrictions; corporate social responsibility; tobacco brand promotion (search for similar items in EconPapers)
JEL-codes: A13 M3 (search for similar items in EconPapers)
Date: 2020
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