Abstract
Legal cannabis presents a new marketing opportunity for professionals in the interconnected fields of advertising, public relations, brand management, and retail. This chapter explores how those in marketing grapple with the opportunities and challenges of legal cannabis promotion through an analysis of articles published in the North American advertising trade press. The analysis locates seven themes that capture the advertising industry’s response to expanding cannabis legalization: creating a green rush, acknowledging hesitancy, normalizing with comparisons to big-name advertisers, providing advice and an industry voice on regulation, mobilizing technology and consumer data, celebrating creative visionaries, and addressing failures. As a secondary purpose, this chapter reflects on the utility of the trade press as a source for studying advertising. The trade press offers a window on the industry but must be read critically. In addition to providing behind-the-scenes coverage of promotional campaigns, I argue that the advertising trade press produces a second layer of promotion: “selling” the achievements and possibilities of advertising as an institution.
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