||Rothmans International 100 in Malaysia: implying brand success by the use of inappropriate statistics
Among advertising specimens recently received here was one for Rothmans International 100 from Malaysia. It is in the tradition, employed by Rothmans over many years, of claiming statistical success for the brand in question. A large graph, placed adjacent to the pack, shows a steeply rising trend, with a dotted-line extension projecting into the future. The graph in fact shows the growth of 100mm cigarettes in the United States - a market where the brand concerned is not on sale. The main heading reads: "Today's world is saying 100... Rothmans International 100" Body copy follows under the three headings: International Length International Blend International Success Copy under the latter heading makes the point that 100mm cigarettes account for over 25% of the U. S. market.
The importance of being thorough
The March 1978 issue of the U. K. "Incentive Marketing and Sales Promotion" magazine included an article on recent promotions. Among those discussed was a Rothmans King Size U. K. promotion built around the offer of a ball point pen (see illustration). At first glance the offer seems straightforward enough: a free Parker ballpoint pen for proof of purchase of 5 packs. But, reading further, you find it requires in addition an outlay of 85p.