Export “A” ads are extremely expert, eh?

Export "A" ads are extremely expert, eh?The RJ Reynolds-Macdonald advertising campaign for Export "A" in Canada features solo athletes from various extreme sporting events that they sponsor with the slogan "Go your own way" (fig 1).These ads contain almost all of the elements that its competitors, its US parent, RJ Reynolds, and other transnational firms have found to be so vital and necessary to the commercial success of cigarette brands and industry.Despite the fact that these are sponsorship ads, rather than direct merchandising ads which display the product, they none-the-less dramatically promote brands which are well known to Canadians as cigarettes, and only cigarettes. The extreme importance of startersCigarette brands enjoy a phenomenally high rate of brand loyalty, consistent with their addictiveness.This brand loyalty is higher than that seen with any other consumer goods.Annual brand switching rates are very low.Those that do switch are not only few in number, but often the most anxious about health risks, and also demonstrably fickle.These traits make switchers a most unattractive type of customer.In contrast, because of the high brand loyalty (year to year retention of customers), starters are highly attractive, as capturing starters builds a solid franchise base that is enjoyed for years.The firms that succeed in capturing starters come to dominate the industry, as best evidenced by Marlboro's history.Put most simply: "To