MSA after the tobacco marketing strategy.doc

 PAGE \* MERGEFORMAT 13 MSA after the tobacco marketing strategy In November 1998, the American Bar Department and to Philip Morris (Philip Morris, hereinafter referred to as Philip Morris Company) led by the United States five major tobacco companies signed a ‘Master Settlement Agreement’ (Master Settlement Agreement, hereinafter referred to as MSA), require U.S. cigarette makers to pay huge compensation to the Government for the treatment and smoking-related diseases, and to restrict tobacco marketing communications. This is the U.S. 46 state governments sued the health hazards of cigarette manufacturers to increase the state health care expenditure results. In addition to heavy financial payment in addition, for the U.S. cigarette manufacturers, how to, without violating the terms of the MSA under the Tobacco Marketing Communications is a serious problem. MSA restrictions on tobacco marketing communications 1, outdoor advertising MSA banned outdoor advertising of tobacco companies ‘Outdoor Advertising’ refers to outdoor billboards (including placement in sports stadiums and shopping mall within the billboards), electronic bulletin board screen, video arcade and other promotion of tobacco brands. Although the MSA banned outdoor advertising, but retailers can still be in his private domain where (including the retail store outside) display of tobacco advertising, as long as this brand is not more than 14 square feet. Also, according to the provisions of MSA, tobacco companies in the adult recreational space for sponsorship of tobacco brand names of cultural activities, can be 14 days before the event, as well as the use of outdoor advertising during the event. For example, the Reynolds (RJ Reynolds) held in bars and nightclubs ‘Camel’s Night’ events in the case of such a type of recreational activities are usually attracted 18-25 year-olds. 2, transport advertising MSA restricted traffic advertising, which include: first, public or private means of trans