This 1992 Philip Morris (PM) document describes a Marlboro marketing plan, and says that Marlboro must "deliver advertising that is bigger than life--heroic and cool, rather than reality based and "establishment."
The major objective of the plan was to target Young Adult Male Smokers or YAMS. Pursuant to this goal, PM divided up all of their YAMS into four groups: Macho Hedonists (who "want beautiful women" yet harbor "anti-woman attitudes," 50's Throwbacks, who spedn their time waxing cars and watching TV, Enlightened Go-Getters or EGGS, who are upscale and into fitness, and (Sensitive) New Age guys, or SNAGs, who tend to be white, have some college backgound and are into self-fulfillment and playing music.
Macho hedonists, they predicted, read Playboy and Penthouse magazines as well as "enthusiast titles" like Four Wheeler magazine and Popular Hotrodding.
In this document, Leo Burnett also suggests PM should should target the Asian markets more because the smoking rate is higher than in the general population ("One source estimates that 50-70% of Asian men smoke") and the "Segment is geographically concentrated" (they live in together ghettos, which makes them easier to reach as a group).