It -a necessary to formulate a plan by which print media may take up the major role, and to acquire a thorough understanding of the special requirements that print advertising demands. Current audiovisual approaches and messages should be made capable of ready a into print terms. 19 essential to dominate the print media before competition seizes them. The attitude taken towards prohibitions and limitations is important. They should not be aLlowed to discourage the cigarette advertiser, but rather exhilarate him.
Advertising is still a major it err.
The basic objective of the sales force is to create the conditions which optimise the opportunities at sales points for consumers to buy. To ensure that they operate with maximum effectiveness. The aggressive, positive training and motivation of the Field Force should be conducted within a clearly defined national policy. No doubt they in their turn would welcome the opportunity to benefit from the experience of the tobacco companies. Favourable comment was -n too, on the way ITPL in Canada had avoided a diffusion of sponsorship efforts by linking cultural events.