 | This article relies largely or entirely on a single source .(June 2021) |
Tissue-pack marketing (ティッシュ配り, Tisshukubari) is a type of guerrilla marketing that attaches advertisements to portable facial tissue packages to move advertising copy directly into consumers' hands. Its origins date back to the late 1960s in Japan as a replacement for free promotional matchboxes, which were falling out of favor.
The concept of tissue-pack marketing was first developed in Japan. Its origins date back to the late 1960s when Hiroshi Mori, founder of a paper-goods manufacturer Meisei Industrial Co., was looking for ways to expand demand for paper products. At the time, the most common promotional item in Japan was matchboxes. These were often given away at banks and then used by women in the kitchen. [1] However, the usefulness of matches waned with the rise of gas stoves and disposable lighters. [2] Mori believed that tissues would have even wider appeal than the matches, and as a result he developed the machinery to fold and package tissues into easy-to-carry, pocket-size packs. The new product was marketed only as a form of advertising and was not sold to consumers. By the mid-2000s, it was estimated that four billion free packets of tissues were distributed in Japan with sales in the range of ¥75 billion annually. [1] However, the practice began to slow considerably only a few years later. By 2010, Meisei's own production of the packets had decreased by more than half compared to six years prior and promotions company Cerebrix reduced their tissue distribution by half compared to 2008. Consumers having other similar products on hand as well as companies cutting back on advertising spending were cited as reasons for decline in tissue-pack marketing. Other free seasonal promotional giveaways such as uchiwa fans, wet wipes, cellphone screen wipes, and cloth face masks furthered the decline of the tissue's usage as a promotional item. [2]
Since its creation in Japan, tissue-pack marketing has spread overseas. It was introduced in Montreal, Canada, in December 2000 by Promotion Par Main. [3] In April 2005, the promotional product was also used in Ontario, Canada, by Hold'em Promotions Inc., after the company's founders saw tissue advertising during a trip to China. [4] In the United States, a subsidiary of the Japanese trading company Itochu, AdPack USA, introduced tissue-pack marketing in New York in 2005, and now offers it throughout the country. [1] In 2012, the tissue marketing company Adtishoo launched operations in the United Kingdom. [5]
Where the more traditional flyers are often discarded without being read or simply not accepted by the consumer, the same is not true of advertising tissue-packs.[ citation needed ] The most important reason for this is because the tissues add functionality to the advertisement. This functionality has several benefits:
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Sales promotion is one of the elements of the promotional mix. The primary elements in the promotional mix are advertising, personal selling, direct marketing and publicity/public relations. Sales promotion uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors.
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Charmin is an American brand of toilet paper owned by Procter & Gamble. It was launched in 1928.
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Twisties are a type of cheese curl corn-based snack food product, available mainly in Australia, and other Oceanian countries such as Papua New Guinea, New Caledonia, Vanuatu and Fiji, the Southeast Asian countries Malaysia, Thailand, Singapore and Brunei, and the island of Mauritius in the Indian Ocean. They are also available in Europe, but marketed as "Fonzies", and in France as "Belin Croustilles". It was launched in 1950 by the General Foods Corporation. The brand name is owned by The Smith's Snackfood Company. While originally an Australian-owned company, Smith's was acquired in August 1998 by Frito-Lay, the second largest producer of snack foods in Australia, which in turn is owned by American multi-national PepsiCo. In Malaysia, Twisties is a product of Mondelēz International, after having been a part of Danone and later, Kraft Foods previously. In Thailand, the Twisties trademark is owned by Lay's, which like The Smith's Snackfood Company, is owned by PepsiCo.
Silk Cut is a British brand of cigarettes, currently owned and manufactured by Gallaher Group, a division of Japan Tobacco. The packaging is characterised by a distinctive stark white packet with the brand name in a purple, blue, red, silver, white or green square.
A pack or packet of cigarettes is a rectangular container, mostly of paperboard, which contains cigarettes. The pack is designed with a flavor-protective foil, paper or plastic, and sealed through a transparent airtight plastic film. By pulling the "pull-tabs", the pack is opened. Hard packs can be closed again after opening, whereas soft packs cannot.
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Merit is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA in the United States and Philip Morris International outside the United States.
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Andrex is a British brand of toilet roll. It is owned by the American company Kimberly-Clark. The "Andrex Puppy", a Labrador Retriever puppy that appears on the company's television advertisements, is synonymous with the brand.
AdPack USA is a New York-based tissue-pack marketing company. It is the North American subsidiary of Itochu Corporation, a Japanese trading company.
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Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases it functions like an advertorial. The word native refers to this coherence of the content with the other media that appear on the platform.
As nicotine is highly addictive, marketing nicotine-containing products is regulated in most jurisdictions. Regulations include bans and regulation of certain types of advertising, and requirements for counter-advertising of facts generally not included in ads. Regulation is circumvented using less-regulated media, such as Facebook, less-regulated nicotine delivery products, such as e-cigarettes, and less-regulated ad types, such as industry ads which claim to discourage nicotine addiction but seem, according to independent studies, to promote teen nicotine use.
An annoyance factor, in advertising and brand management, is a variable used to measure consumers' perception level of annoyance in an ad, then analyzed to help evaluate the ad's effectiveness. The variable can be observed or inferred and is a type that might be used in factor analyses. An annoyance effect is a reference to the impact or result of an annoying stimulus, which can be a strategic aspect of an advertisement intended to help a message stick in the minds of consumers. References to annoyance effects have been referred to as annoyancedynamics. While the words "factor" and "effect", as used in the behavioral sciences, have different meanings, in casual vernacular, they have been used interchangeably as synonymous. A more general or umbrella term would simply be advertising annoyance.
