Changes in advertising are a key measure of whether a corporation's image is in trouble. To increase the pressure on Philip Morris, thereby increasing the boycott's effectiveness, a key target is Kraft Macaroni and Cheese, one of its most-advertised and valuable products. Boycotts affect the earnings of corporations who engage in abusive practices. A boycott not only causes declining sales, but it undermines a corporation's public image, which is among its most valuable assets. To be successful, a boycott must also be a part of a larger campaign which includes education and advocacy.
Boycotts are a positive step that ordinary people can take in their every day lives.
Boycotts allow people to vote with their dollars. In the political arena average people's voices can be drowned out by billions of dollars of corporate money. An organized, concerted effort to boycott a product affords people an opportunity to withdraw their support for abusive corporations and make their voices heard . Boycotts are especially effective when people contact the company to let them know they have stopped buying a product and why. Organized economic pressure is a legitimate way for us to express ourselves.