The move to print media allowed the industry to rely increasingly on images rather than words (King et al., 1991). Companies purchased full- or double-page advertisements, prominently placed on the right-side pages and back covers of magazines (Weinberger et al., 1981). The industry also redirected resources to sponsorship marketing. Despite the broadcast ban, companies Vorinostat chemical structure received brand exposure on television by sponsoring sports events such as auto racing (Blum, 1991; Siegel, 2001; Zwarun, 2006). Then, in 1998, the Master Settlement Agreement (MSA) between the attorneys general of 46U.S. states and the 5 largest tobacco companies banned cigarette billboard advertising in the United States. Again the tobacco industry redirected resources by increasing the amount of POS advertising.

This included greater exterior cigarette advertising at tobacco retail locations (e.g., on the windows and doors of gas station mini-marts), as well as greater interior POS promotions (e.g., interior advertisements, sales promotions such as multipack discount offers, branded objects such as clocks and shopping baskets) (Celebucki & Diskin, 2002; Wakefield et al., 2002). Other countries have seen a similar shift toward POS advertising, as POS remains the least regulated channel for tobacco marketing (Henriksen, 2012). The industry also has responded to stronger legislation by redirecting marketing resources to other geographic areas within a given country.

When China passed the Control of Tobacco Products law in 1992��which banned print and broadcast media advertising��BAT increased communication spending by 43% to take advantage of advertising opportunities in provinces that had not yet fully embraced the ban (Lee, Gilmore, & Collin, 2004). Specifically, BAT exploited regionality, recognizing that local attitudes toward the national ban might be different than those in Beijing, and they capitalized on provinces�� need for foreign currency. The industry also realized that local interpretations of the legislation could allow Dacomitinib for greater flexibility and, in turn, relaxed restrictions (Lee et al., 2004). Last, in countries with comprehensive or otherwise strict bans, the tobacco industry has used several tactics to combat regulation. One strategy has been to use cross-border advertising to their advantage. In Singapore, where strict tobacco marketing laws have been in place since 1971, the tobacco industry used the absence of regulations in nearby Malaysia to advertise tobacco to Singaporeans: both BAT and PM exploited the ��spillover�� of Malaysian television into Singapore (Assunta & Chapman, 2004c). Another industry tactic is challenging marketing restrictions in court (e.g., citing violations of free speech).