Lorillard
Marketing Research Project Approval Exploratory Communications Research for True Advt
Fields
- Author
- F, J.G. <Flinn, J.G.>
- Kaplan, N.J.
- Mau, T.H.
- Alias
- 01842287
- MRD55421077
- Type
- MREP, MARKET RESEARCH PROPOSAL
- BUDG, BUDGET/BUDGET REVIEW
- Area
- MARKETING/BASEMENT GMP
- Site
- G42
- Request
- R1-105
- Named Organization
- Mpi Mktg Research
- Date Loaded
- 05 Jun 1998
- Master ID
- 01842227/2480
- 01842233 5542 True
- 01842241 5552 Kgl
- 01842257 Marketing Research Project Approval Kent Micr. II 13 Mg. Focus Groups
- 01842261 Marketing Research Project Approval Kent 13 Mg. Tracking Study
- 01842262 Marketing Research Project Approval Kent 13 Mg. Group Sessions
- 01842264 Marketing Research Project Approval Kent Micr. II Recall Test
- 01842266 Marketing Research Approval Kent U Concept / Product Test
- 01842267 Marketing Research Project Approval Kent U Name Test
- 01842268 Marketing Research Project Approval Rent Billboard
- 01842279 Marketing Research Project Approval Taste Test Comparisons Vs. Now / Carlton
- 01842280 Marketing Research Project Approval 85 Mm. Aau Study Wave I
- 01842281 Marketing Research Project Approval Taste Test Vs. Parliment Ultra Light
- 01842282 Marketing Research Project Approval 85 Mm National Aau Study - Wave II
- 01842283 Marketing Research Project Approval Taste Test Vs. Merit & Vantage
- 01842284 Marketing Research Project Approval Taste Test Vs. Decade
- 01842285-2286 "3rd Revision" Marketing Research Project Approval 3 Wave Product Test Panel
- 01842301 Marketing Research Project Approval Newport Lights Aau Waves I & II
- 01842303 Newport Research
- 01842309 Marketing Research Project Approval Newport Lights Portfolio Study
- 01842310 Marketing Research Project Approval Experimental Newport Billboard Research
- 01842311 Marketing Research Project Approval Newport Backup Campaign 5543/877
- 01842313-2314 Marketing Research Project Approval Newport Billboard Phase I
- 01842316 Marketing Research Project Approval Blindfold Tast Test
- 01842333 O. G. Filter Promotion Test Marketing Research Project Approval O. G. Filter Promotion Test
- 01842334 Old Gold Lights Recall Test Marketing Research Project Approval
- 01842335 Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on) Marketing Research Project Approval Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on)
- 01842336 in-Home Product Test Marketing Research Project Approval 'revised Approval Form' in-Home Product Test
- 01842340-2341 'disaster Check' Taste Test Marketing Research Project Approval Old Gold Lights 'disaster Check' Taste Test
- 01842344 Old Gold Filter Recall Test Marketing Research Approval
- 01842345-2346 O.G.F. Vitality Test - Wave I Marketing Research Project Approval
- 01842373 Marketing Research Project Approval 30 Pack Product / Concept Study
- 01842376 Spring Lights
- 01842377 Marketing Research Project Approval 30 Pack Name Sort
- 01842379 Marketing Research Project Approval 30 Pack Creative Focus Group
- 01842380 Marketing Research Project Approval 30 Pack Name Check
- 01842381 Marketing Research Project Approval 30 Pack Creative Focus Group - Phase II
- 01842383 Spring Lights Blind Product Test
- 01842384 Marketing Research Project Request Low T&N Menthol
- 01842385 Marketing Research Project Approval Real Persuasion Test
- 01842387-2388 Marketing Research Project Approval Enriched Flavor I Product Test
- 01842422 Marketing Research Project Approval Smoking Behavior Habits
- 01842427 Marketing Research Project Approval Old Gold Lights Newspaper Recall (with Kgl 100 Tag-on)
- 01842451 Marketing Research Project Approval Kgl 100's Product Test
- 01842452-2453 Marketing Research Project Approval Taste Test Plus T & N Perception Tag-on
- 01842454 Marketing Research Project Approval Taste Test Vs. Parliament Ultra Lights
- 01842455 Marketing Research Project Approval Kgl Nat'l Aau Wave III
Related Documents:
Document Images
Date 9/:'G/'('(
?.t1RKTT?Nr RF^PARCiI PItOJI?CT P VAT.
~..,"0D UCT
True
I)epartml:iit)
PROJECT Exploratory Communications
TIT11i Research for True Advt,70B #
5542/1077
Research Design (.'~, Cells, T;1cUibility, Design, ticy Banner Ilrcaks, t.lethodolol;y, Cities)
In an effort to gauge the overall communication value of several (5)
new proposed True ads (one of which is a current ad), a series of executions
will be reviewed monn.dically in an intercept interview situation.
The interviewing, scheduled to begin in early October, 1977, will take
place in one of two metro N.Y. shopping centers among random cigarette
smokers. Each participant will be at least 21 years of age and will be 1/?
pack smokers/day (or more). Additionally, approximately equal (60-40) sex
quotas have been setup for each test execution.
In total, 500 random smokers (100 per advertisement) will participate
in this program.
Key Criteria For Analysis
The primary objective of this exploratory research program is to see which ones, if any,
the 5 test advertisements communicates the desired low tar content/good taste strategy
fr~vorabl,y for True. Additionally, it is of major importance to ascertain whether or not
the copy wording "unexpected taste" used in 2 of the test advertisements should be further
rnjrsued.
itescarch Limitations
It is the concerted opinion of client and agency MRD that the setting up of stringent
evaluative criteria at this early stage of True's campaign development for 1978 would be
premature. Accordingly, the research was designed so that the "success" or "non-success"
of each test advertisement toward meeting our primary objective (and others) would be in
the main SUBJECTIVE rather than (totally) objective.
Cost I:stimntc $7_00(1
t - I(Y,', Contingency yes Cyj no F-J
Final Report Inc. ycs f~( no U
Prepared by:
Approved by:
'tarlCCtint; tie:il'ilr
e
(To hc f i l lcd ou t by G1arl:1: t i ni; Jtest
Norman J. Kan] a.n
1'rociuc t Dlanai;cr
'`................... ................. I
'troz.
ui) I'rottuct 'Mcin
.
Research Fiiin MPI Mktg. Research I nc .
Incidence
30-35% (Population)
LcnUth Int. 8-10 minutes
# Open Ends 4
# Banners 1
Torl ine
Final
w o 10/17/77 "
w/o 10/31/77
01842287"'
