Tobacco companies in Hong Kong are likely to significantly increase
their spending in below-the-line activities from the beginning of this
year, when all tobacco ads were banned from all magazines and
newspapers.
From 1990, the government has put in place a series of anti-smoking
measures including banishing tobacco ads from television and radio and
outdoor signages.
After the print legislation comes into force, tobacco companies will be
completely isolated from the mainstream media.
However, they will likely throw more money into sponsorship campaigns
since the holding companies for tobacco brands can still sponsor sports
and cultural activities.
In addition, they are expected to conduct more pin-point target
marketing campaigns, especially through direct mail activities.
