Actually, Marlboro targeted women at first time. However, thier sales record was pretty bad, so they changed sales strategy. They changed their target women to men. They emphasized Marlboro is manful, and they told you can be a real man if you smoke. Men were becoming interested in Marlboro and Marlboro's sales record were getting higher than the past. However, cigarette's bad things are becoming known, tobacco companies advertised cigarettes are not harmful because cigarettes have filter, but Marlboro didn't advertise like other company. They didn't try to hide cigarette's evil. They advertised smoking is the symbol of manful.
And also, Marlboro appointed cowboy to their model. Men were attracted this advertisements, and Marlboro's sales record outdid other company. Cowboy represented the pioneer spirit, and Americans were attracted Marlboro's advertisements. They also used an open field in their poster. It means Americans started their civilization at an open field, and it affected huge effect in Americans' mind. Their advertisements called nostalgia of reclamation of the west to Americans. Marlboro also changed their cigar box's design. They made a flip top and used red color in cigar box. It was enough to attract men. 
Nowadays, there are a lot of advertising methods. However, analyzing consumer behavior is most important part in advertising because if there are no target, people aren't interested in advertisement. Many people think smoking is bad for our health, nevertheless many people are smoking. Marlboro make database for their customer and manage their customer. In other words, if com
pany analyze consumer behavior perfectly, people are highly affected by ads. That's why analyzing consumer behavior is important.
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