[7] Ibid., p.28
According to industry documents from the 1970s, tobacco companies targeted the military as potential consumers, stating subjective reports have often indicated that persons entering stressful situations, e.g., starting a new job or entering the military, frequently either start to smoke or increase their rate of smoking. They indicated a possible hypothesis could be the military market may be a predictor of the future or better yet, used to develop the future. In the 1970s, tobacco companies recognized that a significant feature of this market is the fact that it is governed by youth who ultimately set trends worldwide which eventually spill over to the civilian market as these military people return to the civilian market. An internal document from the 1980s revealed the industrys interest in the military community, which it described as having the classic downscale profile of being less educated, part of the wrong crowd, in trouble with authorities and having limited job prospects. Tobacco companies described the military market as a captive audience, due basically to the self-imposed confinement of the military family to on-base activities. In 1982, Big Tobacco proposed a military music program that meets the soldier on his own turf with an activity he can relate to and enjoy at no cost. Big Tobacco said KOOL is consciously associated with a good time enjoyed by young adults in an upbeat moment. According to a 1983 Newport internal planning document, there isnt a market in the country that has the sales potential for Newport like the military market, adding the plums are here to be plucked. In the 1980s and 1990s, the industry used various tactics to target military wives, like sponsoring bingo nights on base at clubs, giving out cigarette coupons and prizes and advertising in free on-base magazines
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