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Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

] 981 g~! G,.~I.N I A I I ON SI UDY ARI:Ag 10 BE INVESIIGA/ED ~IOTIVAIION ~OR SWITCHING BRANDS/FAHILIES t I'~[:ANIt,~G OF }.~RARD FAHll_]ES S[:GMENI'ATION OF THE I.~ARKET CONCEPTUAL FRAMEWORK DISCUSSION CX 29-C RM031135

~ 9 ~ 9 95F0~ I I Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

Produced to Federal Trade Commission pursuant ~o subpoena 'dated ,lune 6, 1997.

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,..,,",A,',.., "-'X~, ,-=, ENCF. e rW_GbL.AR TEEN- 1953/57 YOUNG 1958/50 ?EER PRESSURE LUCKY STRIKE YOUNG PAXiLY qOr~ bO-t~ORKERS SMOKE "SMART~ ~ATURE ! EMPTY i970 - ~RESENT FAMILY (WI FE/CHI LDR£N) hEALTH VANTAGE NOW TRI~/ACCcP~D MAR LBORO iRUE CARLTON L9£'9 - ED/" I ~~EJ=CTED 8sEOS PALL ~ALL LUCKY STRIKE PALL ,~ALL Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997. ~ARLBORO LUCKY STRIKE CA~IEL PALL MALL VANTAGE TRUE IIIARLBORO LUCKY CA£EL PALL i~ALL

Produced to Federal Trade Commission pursuant to subpoena dated June 6, 1997.

SI.IOKLRS I)I!SCRIBE 1lIE I~IAGE OF A BRAt~D FAMILY IN WORDS "IIIAT REI_A'IE 10 II~EIR I..IrLSIYI.E., II~EIR EXPi:-RIEI~ICE WITH fiiE BRAI'ID, AND |IS ADVLRIISIHG, -- [']ARI._I~ORO IS t.IACl10,, SI ROI~G., HASCULINE -- [~ON-I II_IERS ARE OID FASIIIOI'~ED CARLIC)N IS "II0[ AIR" -- VIRGII'IIA St_If-IS IS /.iO[)Ll.~tl) STYI.]SII.~ F EI.IAI_E -- ~Ii.RIT IS LOW fAR,, CO[ICERtlED~ THE "SHARI " BRAN]) lO SIgO~:E *[hLH[IO[I [IAF, I i-'.Ol<O [IACIIO [0 YOU;';GLR ADUI..TS, FARI ICULARL_Y, O[Di!R l'i ..~ r~,~'l L USE SOt.I['YIIIA[ blttl:f([:l~l~ t!ORI3'S I-I~hH YOIJI~F~ER P[.OPI E /~ !,,' '" ANI~IBS , , F~ [:,~ D I !A S ,g [- ",' I- R t', [. "I,I E ' " CX 29-I RM031141

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