Tobacco
continued from page 1
the University.
“People are becoming increas
ingly skeptical and cynical about
ads,” he said. “Using other tech
niques like this gets around the
barriers to attention.”
But studies have shown that
even stubborn consumers will pay
attention to their peers, he said.
Some companies go to even greater
lengths to enlist “cool” peers, or
“opinion leaders,” to use their
products and give them to friends
and acquaintances, Boush said.
“It relies on opinion leadership
of one form or another,” he said.
“It’s seeding the area, so to speak,
with a person who influences peo
ple around them.”
Elizabeth Miglioretto, a Lane
County Public Health educator,
said big tobacco companies began
buzz marketing with a fervor in
1998, after five tobacco moguls
were held accountable for smok
ing-related medical costs in 46
states. The $206 billion settlement
also banned cartoon mascots such
as Joe Camel, and toughened re
strictions on how tobacco compa
“Theyneed to sell tobacco.
They need new customers
because their customers
quit and die.”
Elizabeth Miglioretto
public health educator
nies market products to youngsters.
“What we know, given the Mas
ter Settlement Agreement, is that
they really have to be more careful
with their advertising and to what
target group they advertise,”
Miglioretto said. “The college-age
population has become the target
group.”
A Philip Morris representative
said the company does not grant
interviews to student publications,
such as the Oregon Daily Emerald,
and was unwilling to provide in
formation about the Marlboro Bar
Nights campaign. But the tobacco
giant has explained its motivations
to organize bar promotions.
“We know we have a large num
ber of smokers who attend bars
and clubs, and it’s a social environ
ment that lets us interact directly
with our customers,” Philip Morris
spokeswoman Katie Otto told The
Cincinnati Enquirer in 1999.
Associate marketing professor
Marian Friestad said when buzz
marketing is used to sell prod
ucts it sometimes raises
ethical concerns.
“Is a person at a bar recom
mending a malt liquor beverage
because they like it or because
they’re being paid to recommend
it?” she said. “It’s a question of be
ing honest and upfront about
whether a message is being spon
sored by a company or not.”
Especially if that company is
selling a product that causes
440,000 premature deaths annu
ally, as documented in a smoking
mortality report issued in 2002
by the Centers for Disease Con
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“There’s nothing wrong with it
except when it involves question
able products like cigarettes,”
Boush said. “If you’re trying to get
people to buy organic vegetables,
not many would have a problem
with that. But if you’re trying to get
people to smoke Marlboros ....
“It might have been better leav
ing Eugene out. There was bound
to be a reaction.”
Tobacco Free Lane County is or
ganizing a counter-promotion that
coincides with a Marlboro Bar
Nights visit to Club Tsunami at 9
p.m. Friday.
The group will distribute infor
mation and show off “The Barf
buro,” a repainted Volkswagen
van. Members said they are op
posed to any product that “has no
benefit of any kind.”
“They need to sell tobacco,”
Miglioretto said. “They need new
customers because their customers
quit and die.”
E-mail reporter Eric Martin
at ericmartin@dailyemerald.com.
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Career fair
continued from page 1
a similar scene — 77 companies
will be present today compared to
the 117 that attended the Spring
2001 career fair.
Career Center Director Larry
Smith said the number of compa
nies is lower, but he encourages
students to attend the fair, and
there are still job opportunities for
University students.
“Jobs were extremely plentiful
two years ago, and that’s not the
case now,” Smith said. “But I en
courage students who are looking
for an opportunity and want to gain
experience to attend the fair and
take advantage of the opportunities
that are available. The good news
is there are 77 employers hiring
college students.”
Among the 77 slated to attend to
day, approximately 44 are corpora
tions, including 24 Hour Fitness,
Infinity Broadcasting-Portland,
Progressive Insurance and Sher
win Williams.
In addition, 15 government
agencies, 11 nonprofit organiza
tions and six graduate schools are
attending today’s fair.
Yong said there are also some
new opportunities for students to
explore. For example, Pacific
Northwest Advertising Executives
Association is hiring an advertis
ing representative and advertising
graphic artist.
A new feature, adding to the
regular format of the spring fair, is
the Science Graduate School Fair
in Willamette Hall.
Representatives from 25 gradu
ate science schools including
Georgetown University, Johns
Hopkins University School of
Nursing and the University of
Puget Sound will be available to
talk with students considering sci
ence graduate school.
E-mail reporter Katie Ellis
at katieellis@dailyemerald.com
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