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The effect of government policy on tobacco advertising strategies

Research output: Contribution to journalJournal article

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<mark>Journal publication date</mark>07/2010
<mark>Journal</mark>Bulletin of Economic Research
Issue number3
Volume62
Number of pages16
Pages (from-to)243-258
Publication statusPublished
Early online date25/02/10
Original languageEnglish

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.