Comparison of advertising expenditures* between 1995 and 2000 by the manufacturers of leading brands for cigarettes and for brand merchandise
| Brands | Cigarette advertisement† | Brand merchandise advertisement | Total advertisements | Percentage increases between 1995 and 2000‡ | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Magazine | Newspaper | Television | |||||||||
| 1995* | 2000 | 1995* | 2000 | 1995* | 2000 | 1995* | 2000 | 1995* | 2000 | ||
| *Expenditure expressed in US$million and adjusted to the CPI (Consumer Price Index) in the year 2000. | |||||||||||
| †Cigarette advertisement was legally restricted to magazines only. | |||||||||||
| ‡Calculated as (total advertisements in 2000 − total advertisements in 1995)/total advertisements in 1995. | |||||||||||
| Source: Complied from Rainmaker Industrial, Ltd, Taipei, Taiwan. | |||||||||||
| Imported | |||||||||||
| Mild Seven | $0.57 | $0.66 | $0.97 | $0.99 | $0.32 | $0.07 | $2.39 | $29.98 | $4.25 | $31.70 | 644% |
| 555 | $1.31 | $0.59 | $0.01 | $0.10 | $0.24 | $0.07 | $0.10 | $0.00 | $1.65 | $0.76 | – |
| Marlboro | $0.76 | $0.62 | $0.32 | $0.11 | $0.34 | $0.00 | $0.32 | $0.00 | $1.74 | $0.73 | – |
| Parliament | $0.48 | $0.00 | $0.14 | $0.00 | $0.03 | $0.00 | $0.00 | $0.00 | $0.65 | $0.00 | – |
| Davidoff | $0.48 | $0.50 | $0.01 | $0.15 | $0.00 | $0.01 | $0.00 | $21.20 | $0.48 | $21.86 | 4429% |
| Others | $1.71 | $3.56 | $0.11 | $0.00 | $0.00 | $0.00 | $0.00 | $0.01 | $1.82 | $3.57 | 96% |
| Subtotal | $5.32 | $5.93 | $1.55 | $1.35 | $0.94 | $0.15 | $2.80 | $51.19 | $10.61 | $58.62 | 451% |
| Domestic | $0.00 | $0.81 | $0.00 | $0.00 | $0.00 | $0.00 | $0.00 | $0.00 | $0.00 | $0.81 | – |
| Total | $5.32 | $6.73 | $1.55 | $1.35 | $0.94 | $0.15 | $2.80 | $51.19 | $10.61 | $59.43 | 458% |