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OBJECTIVE: To describe the history of Kool's music-themed promotions and analyse the role that music played in the promotion of the brand. METHODS: Analysis of previously secret tobacco industry documents, legal documents, and promotional materials. RESULTS: Brown (2) music concerts were effective for targeted marketing; (3) music tied together an integrated marketing campaign; and (4) music had potential to appeal widely to a young audience. Brown expanding these coalitions to include the hip-hop community may further increase their effectiveness.
Hafez et al. (Fri,) studied this question.