ad appeals.tobacco power

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

When looking at an ad, ask these 5 questions:

• 1. What is being advertised?

• 2. Who is the target audience?

• 3. What does the advertiser want me to believe?

• 4. What do I know to be true?

• 5. What advertising appeal did they use?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

1. What is being advertised?2. Who is the target audience?3. What does the advertiser want me to believe?4. What do I know to be true?5. What advertising appeal did they use?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

1. You’re lacking or missing out

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

1. What is being advertised?2. Who is the target audience?3. What does the advertiser want me to believe?4. What do I know to be true?5. What advertising appeal did they use?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

2. Promises

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

1. What is being advertised?2. Who is the target audience?3. What does the advertiser

want me to believe?4. What do I know to be true?5. What advertising appeal did

they use?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

3. Excitement

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

4. Star Power

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

5. Testimonials

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

6. Bandwagon

“Everybody is buying this!!!

Join the crowd!!!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

7. Snob Appeal

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

8. Heart Strings

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

9. Weasel Words

Olay Total Effects; the maker says its cleaning cloths "will help fight seven signs of aging.”

This product is stating it might fight the signs of aging, but don't expect it to cure the signs of aging.

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

10. Put downs

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You will choose the

TOP 2 appeals-no

more!

You will choose the

TOP 2 appeals-no

more!

Get out 1 piece of paper for you.

You will be turning this in

# 1-12

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

-CORRECT THEM -Turn in your paper as you leave

class today.

In the next day, you will get to be cigarette advertisers and you will

make a pack marketing cigs to teens. So, first lets get some facts

about tobacco…

Promises

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Tobacco Dangers

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Smoking kills you…

• Smoking is the #1 preventable cause of death in the United States9

Top 4 Causes of death in U.S. are all related to smoking!:

1. Diseases of heart2. Cancer3. STROKES4. Chronic lower respiratory diseases

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This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

There are many Physical Dangers of Cigarettes:

• Damages

• nearly

• every organ

• of the body!!!1

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Physical Dangers of Cigarettes 1: NICOTINE:

• is highly addictive and

the feeling lasts only 1/2 hour

• constricts blood vessels

• increases heart rate and

blood pressure

• a tolerance develops

It’s hard on your skin!

TWINS: SMOKER –VS- NON-SMOKER

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This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Physical Dangers of Cigarettes 2:

CARBON MONOXIDE:

(Lack of Oxygen causes heart disease)

• is an odorless, tasteless gas in cigarette smoke

• displaces oxygen from blood so less gets to heart, muscles

• causes poor circulation and leads to amputations Page 1

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Physical Dangers of Cigarettes 3:

TAR:

•There are over 4,000 chemicals in tobacco smoke.

•They contain carcinogens which cause lung cancer.

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This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

2 of the Diseases Smoking Causes:

Chronic Bronchitis:

Emphysema:

...is chronic inflammation in the lungs causing scarring of the airways and excessive production of mucus that results in a chronic cough. Some call it a “smoker’s” cough.

... is a condition of the lungs where there is an abnormal increase in the size of air spaces, (holes!) with destructive changes in their walls and a reduction in their number.

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

2 of the Diseases Smoking Causes:... is a condition of the lung where there is an abnormal increase in the size of air spaces, (holes!) with destructive changes in their walls and a reduction in their number.

... is a condition of the lung where there is an abnormal increase in the size of air spaces, (holes!) with destructive changes in their walls and a reduction in their number.

Emphysema:

Simulate Emphysema with

straws

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Why Is Tobacco Legal ????????????

If we know cigarettes are so bad for you, why are they legal?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Cigarettes is a big business:

• The major tobacco companies spend $11billion per year on marketing10

(That’s $30M per

day!!!!!!)

And they make a lot of $$$$ from

recruiting teenagers!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Teenagers are targeted by tobacco companies…

80% of smokers start before they are 182

1200 people die

a day in America

from Smoking3

(so they need to recruit this

many more smokers every day!!)

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Teenagers are targeted by tobacco companies…

• 80% of smokers start before they are 18.1

• 1200 people die a day in America from smoking.3 (So they need to recruit this many more smokers every day!!)

• ”Today’s teenager is tomorrow’s potential regular customer.” – Phillip Morris executive

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

•Scientists have confirmed that it could take

just one cigarette to become addicted.

Research found that 12- and 13-year-olds showed

evidence of addiction within a few days of their first

cigarette.4

- It takes an average of 18 years to quit smoking.

Raise hand if know someone who smokes and is trying to quit…they will tell you not to even start!!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Create your own cigarette pack ad

32

Act as if you are a tobacco advertiser and use an appeal technique to try to get teens to buy your pack of cigarettes.

(You can use the slogans…)

Write your name

and the appeal you are using…

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Tobacco Dangers Day 2

Tobacco Dangers Day 2

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Cracked LipsCracked Lips

Bleeding GumsBleeding Gums

Receding Gum Receding Gum LineLine

3. Chewing Tobacco and cigars and pipes are

no safer than cigarettes!!!!

Page 2

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Rotting Rotting TeethTeeth

Loss of Loss of TeethTeeth

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

70% of chewers have

mouth sores…5

and those mouth sores lead to oral

cancer!

Watch for a leathery pre-cancerous patch

inside their mouth called: Leukoplakia… Watch for a leathery pre-cancerous patch

inside their mouth called: Leukoplakia…

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

75% 75% of of cancers in the cancers in the mouth, lips, mouth, lips,

tongue, throat, tongue, throat, nose and larynx nose and larynx

are due to are due to tobacco use!tobacco use! 5

Oral CancerOral Cancer

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Lip, Tongue, Lip, Tongue, Jaw, and Jaw, and

Mouth CancerMouth Cancer

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Esophageal and Cheek Cancer

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

The damage is extensive!!!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

According to the Centers for Disease

Control and Prevention, as

many as

20% of high school boys and

2% of high school girls

use smokeless tobacco.6

It is NOT a safer It is NOT a safer

alternative to alternative to

cigarettes!!!cigarettes!!!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

7 Signs of Cancer: cancer (as designated by the American Cancer Society)

http://www.webmd.com/cancer/understanding-cancer-symptoms

CAUTION:

C hange in bowel or bladder habits.

A sore that does not heal.

U nusual bleeding or discharge.

T hickening or lump in the breast, testicles, or elsewhere.

I ndigestion or difficulty swallowing.

O bvious change in the size, color, shape, or thickness of a wart, mole, or mouth sore.

N agging cough or hoarseness.

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Also signs of Cancer:

The following symptoms may also signal the presence of some form of cancer:

Persistent headaches

Unexplained loss of weight or appetite

Chronic pain in bones or other areas of the body

Persistent fatigue, nausea, or vomiting

Persistent low-grade fever, either constant or intermittent

Repeated instances of infection

Pair / Share:Pair / Share:If you feel comfortable sharing, tell If you feel comfortable sharing, tell

your table if you know anyone your table if you know anyone smokes or chews.smokes or chews.

Do they smoke in your house?Do they smoke in your house?

Do you know how many packs or Do you know how many packs or cans they use per day?cans they use per day?

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

If you’re pregnant-don’t smoke!!

Smoking increases infant death by 33%

Don’t hang around a smoker- for every

___8___smokers who die, they take ___1___ non-smoker with them!!

Second-hand smoke kills. It’s especially dangerous to young children.

Page 2

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Ways to protect yourself from second-hand smoke:

-Ask them to smoke outside only

-Keep your door to your room closed

-Get an air filter

-Ask them to smoke in one place only

-keep encouraging them to quit!

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

$$$$$$$$$$$$$$$$$$$$$$$$$$$$

6. $$$$ spent on tobacco:

47

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$7.00 pack/can a day x 365 days =____ per year

$7.00 pack/can a day x 365 days =____per year x 5 years= ____

$7.00 pack/can a day x 365 days =____ per year x 10 years=____

$7.00 pack/can a day x 365 days =____per year x 25 years= ____

Figure for someone you know:

$7.00 pack/can a day x 365 days =______ per year

_x the # of years they've smoked= ______Page 2

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Create your own cigarette pack ad

49

Act as if you are a tobacco advertiser and use an appeal technique to try to get teens to buy your pack of cigarettes.

(you can use the slogans…)

Write your name

and the appeal you are using…

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

50

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Finish Tobacco Packs Day 3

Finish Tobacco Packs Day 3

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

52

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Our Brain and Habits –Go to separate PowerPoint

Day 4

Our Brain and Habits –Go to separate PowerPoint

Day 4

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Tobacco Brochures Day 5-6

Tobacco Brochures Day 5-6

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Tobacco Brochures

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

Tobacco Brochures by Hand