Anne Landman's Collection
Markom / LB - Turkish Cyprus - Marlboro Survey - 920700
Abstract
This document reports on a 1992 survey of brand recall done among smokers as young as 16 in Cyprus and Turkey. The survey was performed by the Leo Burnett company for Philip Morris. By 1992 in the United States, the Tobacco Institute had launched publicity campaigns to make it appear to Americans that the tobacco industry was discouraging youth from smoking.
Fields
- Quotes
Apart from measuring the advertisement effectiveness, this survey also provides valuable hints on smoking incidence and market situation in Cyprus. The survey is conducted with "Random Classtered [sic] Sampling method" and "face-to-face interviews". Minimum smoking age is accepted as 16.
...The sample structure of the field of work conducted among the 729 interviewees has the following demographic characteristics:
Age Groups
16-24 25-34 35-44 45-54 55 and up
- Company
- Philip Morris
- Author
- Markom/Leo Burnett
- Recipient
- Presumed corporate recipient, Philip Morris
Document Images
MARK(JMILEo BURNETT
REKLAM HIZMETLERI A.$.
CONCLUStONS OF
CYPRUS
MARLBORO SURVEY
This survey on the advertisement effectiveness of 30" Marlboro
commercial and the "Marlboro World of Sports" programme
aired at Cyprus BRT, is based on a field work encompassing
729 questionnaires.
Apart from measuring the advertisement effectiveness, this
survey also provides valuable hints on smoking incidence and
market situation in Cyprus.
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The survey is conducted with "Random Classtered Sampling
method" and "face-to-face interviews". Minimum smoking age is
accepted as 16. During the field work, 11 interviewers worked
for various periods under the supervision of a research
coordinator.
MARKOM/ LEO BURNETT
REKLAM HIZMETLER! A.$.
POPULATION OF CYPRUS
TOTAL FEMALE MALE % SHARE
(TOTAL)
Between 16-24 26.519 12.895 13.624 22
Between 25-34 33.308 16.594 16.714 27
Between 35-44 21.583 10.864 10.719 17
Between 45-54 15.324 8.113 7.211 12
55 and up 27.721 15.333 12.388 22
Total 124.455 63.799 60.656 100%
The distribution of population used in the sample plan is as follows:
Nicosia (including Morthou)
Famagusta
Kyrenia
(Morthou
79.733
65.021
26.715
11.560)
Total
171.469
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MARKOM/LEO BURNETT
REKLAM H[ZMETLERI A.$.
Sample Structure
The sample structure of the field work conducted among the 729 interviewees has
the following demographic characteristics:
AGE
Age Groups Num r Percent
16-24 159 _
21.8
25-34 218 29.9
35-44 131 18.0
45-54 89 12.2
55 and up 132 1.1
Total 729 100.0°10
-$ EX
Sex Number Percent
Female 219 30.0
Male 510 70.0
MARITAL STATUS
Marital Status Number Percent
Married 480 66.9 N
Single 224 31.2 N
Widowed
13
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Mr,RKQM/LEO BURNETT
REKLAM HIZMETLERI A.$.
EDUCATION
Education Level Number Percent
Univercity 132 18.3
High School 260 36.0
Junior High School 119 16.5
Elementary/Illiterate 154 21.3
? Student 57 7
9
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S ETTLEM ENT
Settlement N m r Percent
Total urban 552 75.7
Nicosia 288 * 52.2
Famagusta 176 * 31.9
Kyrenia 64 * 11.6
Morthou 24 * 4.3
Total Rural 177 24.3
* Percentage of total urban
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MARKOWLEO BURNETT
REKLAM HIZMETLERI A.$.
CONCLUSIONS:
I
a
1. BRAND OF CHOICE (GENERAL)
I Out of 729 smokers;
~ 242 person %33.5 BENSON§HEDGES
117 person %16.2 ROTHMANS
~ 96 person %13.3 MARLBORO
82 person °l011.4 SILK CUT
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I 192 person %25.6 OTHERS
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MARKOMJLEO BURNETT
REKLAM HIZME'fLERi A.$.
BRANDS SMOKEN IN CYPRUS
Br n Num r Percent
B§H 242 33.5
Best 34 4.7
Craven A 62 8.6
Harman 19 2.6
Marlboro Total 96 13.3
Marlboro 100's 67 9.3
Marlboro King Size 7 1.0
Marlboro 100's L 21 2.9
Marlboro KS L - -
Marlboro Mentol 1 0.1
Parliament 23 3.2
Rothmans 117 16.2
Silk Cut 82 11.4
Q P r 54 6.5
Total
729 _
100%
N
MARKOM/LEO BURNETT
REKLAM HIZMETLERI A.$.
Marlboro has a consumer profile that is young,
mostly at studying age, usually being in Cyprus
J,ejnpor_ arily and mostly man. Almost all of these
consumers live in urban areas and have over the
average socio-economic level.
0
MARKOM l LEO BURNETT
REKLAM HIZh4ETLERI A.$.
BRAND SWITCH
When the interviewees were asked:
* for how long they have been smoking their current brand,
* If they have switched their brand during 1991 or not,
* their previous and current brand,
* the reasons for switching,
the answers might be summed up as:
Women start smoking faster than men and they are not as loyal as men
to their brand. Brand switch in 1991 is 21.1 % amongst women and
18.6% amongst men.
Those who continue smoking their brand in 1991 is 80.7°o, compared to
those switching their brand with 19.3%.
Brand loyalty is high.
University graduates switch their brands more often than the rest.
16-24 age group has the highest score in brand switching.
Smokers switching their brand during 1991, which is the year Marlboro
TV ads were run, constitute one-fifth of all the smokers.
s
MAROM/LEO BURNETT
REKLAM HTZMETLER[ A.$.
SWITCHING REASONS
The major reason for_switching current brand is the need for a lighter
_ cigarette; followed by other reasons like good quality tobacco, availability
and price.
Number Percent
Expensive 33 9.1
Need for a lighter cigarette 106 29.2
Need for a stronger cigarette 20 5.5
High level of tar/nicotine 4 1.1
Low quality tobacco 70 19.3
Availability problems 63 17.4
Need for a change 24 6.6
Others 43 11.8
TOTAL 363 100.0
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There is a high switching rate between brands in 1991. Marlboro is positively
effected by this movement. 24% of actual Marlboro smokers have switched
to Marlboro last year.
Preferred type of pack.
48% of Cypriot smokers prefer normal pack, while 49.8% prefer flip-top box.
A small percentage declares that they have no preferance.
MARKOMl LEO BURNETT
REKLAM HIZMETLERI A.$.
RECALL OF MARLBORO COMMERCIALS -
a) Spontaneous recall of brands
Marlboro is in the 3rd position of recall.
583 persons BENSON§HEDGES
578 persons ROTHMANS
462 persons MARLBORO
b) Unaided recall of advertisement of brands
Marlboro first, Benson§Hedges second.
553 persons MLR
428 persons BENSON§HEDGES
165 persons ROTHMANS
76.3% of women, 75.7% of men recall the MLR advertisement
unaided. As the level of education drops, so does the recall rate.
Graduates of :
Elementary school (or illiterate) %61.6
Junior high school %64.7
High school %82.7
University %84.8
recall MLR commercials.
Age 16-24
%89.3
55 and up %61.4
Urban
%77.9 N
~
Rural %69.4 0
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