The Marlboro Man
Academic Level at Time of Presentation
Graduate
Major
Mass Communication
List all Project Mentors & Advisor(s)
Dr. Shemberger
Presentation Format
Poster Presentation
Abstract/Description
Marlboro was previously marketed for women, but the brand efforts were unsuccessful which drove the company to take a new path. This led to the creation of the Marlboro Man who is a hard-working manly man that is living free. The Marlboro brand was the pioneer of lifestyle advertising and their formula worked, much so that the brand became the best-selling cigarette in the world. The advertisements of the time were statistical and had brands telling you that you should purchase their products. The formula that worked was as simple as advertising a lifestyle that is associated with the brand. Marlboro understood that people did not want to be sold a product, they wanted to be sold a feeling or connection. This research was conducted with the use of a content analysis of the available advertisements and media produced for the Marlboro Man campaign. After reviewing the information my initial conclusion is that the Marlboro company knew exactly how to target their customers which made the Marlboro Man one of the most successful Ad campaigns to date.
Spring Scholars Week 2019 Event
JMC 620 Strategic Communications
The Marlboro Man
Marlboro was previously marketed for women, but the brand efforts were unsuccessful which drove the company to take a new path. This led to the creation of the Marlboro Man who is a hard-working manly man that is living free. The Marlboro brand was the pioneer of lifestyle advertising and their formula worked, much so that the brand became the best-selling cigarette in the world. The advertisements of the time were statistical and had brands telling you that you should purchase their products. The formula that worked was as simple as advertising a lifestyle that is associated with the brand. Marlboro understood that people did not want to be sold a product, they wanted to be sold a feeling or connection. This research was conducted with the use of a content analysis of the available advertisements and media produced for the Marlboro Man campaign. After reviewing the information my initial conclusion is that the Marlboro company knew exactly how to target their customers which made the Marlboro Man one of the most successful Ad campaigns to date.