Lorillard
Marketing Research Project Approval Newport Lights Portfolio Study
Fields
- Author
- Flinn, J.G.
- Giordano, J.
- Kayiatos, M.A.
- Alias
- 01842309
- MRD5543377
- Type
- MREP, MARKET RESEARCH PROPOSAL
- BUDG, BUDGET/BUDGET REVIEW
- Area
- MARKETING/BASEMENT GMP
- Site
- G42
- 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
- 01842287 Marketing Research Project Approval Exploratory Communications Research for True Advt
- 01842301 Marketing Research Project Approval Newport Lights Aau Waves I & II
- 01842303 Newport Research
- 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
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i<111tKI;TIhG itl:St:1RC:11 PtUOJI:C1' APPR(>VAt.
(To be filleel ouL by 11,tr1;cLinl; ito::carch Uehnrlment)
PROJECT Newport Lights
cT Newport Li ghts Trrl.r Portfol i o Studv
JOB # --55431377
Research Design ity, ])esirn, Key Banner Breaks, Methodology, Cities)
The Newport Light introductory campaign ill be evaluated in a portfolio of 21 ads, including
three other competit - erit Menthol, Salem Lights and Kool Milds.
A total of 250 smokers of a z pack ormore per day will be interviewed via shopping center
intercept in the Grand Rapids and Albany divisions (prior to the test market intro of
Newport Lights into these areas April 4th).. _
The sample will be comprised of 200 randomly selected filter smokers. It isprojected
that we will get 50 Mentholsmokers among this group. The number of Menthol'smokers
will then be boosted to a total of 100. Additionally, the sample will be half Male/half
Female and half 18-34/half 35-55 year olds.
The post constant sum measure and recall will be obtained for Newport Lights and each of
the competitive brands. However, diagnostic communication information and future purchase
intent will be gathered for Newport Lights only.
Key Criteria For Analysis
:ommunication and recall will be given more emphasis than the post constant sum measure.
' ever, the post constant sum will be utilized to analyze future share projections of
(~port Lights. The total random group will be analyzed separately from total menthol
.smokers.
Research Limitations
This research will indicate the strength of Newport Lights relative to this predetermined
competitive environment only.
Cost Estimate $6,250
+ - 10% Contingency yes f~jU no =j
Final Report Inc. yes ~~ no r-] 1
Prepared by: ` Mary Anne Kayiatos ~
Marketing Re)(carqd4 Director/Assoc. Director
Research Firm AHF
30% Random
Incidence ` 8% Menthol
Lcngth int. 20 minutes
# Open Ends 8
# Banners 1 -
-`
Topline -' 3 weeks after field
Final 8 weeks after field
-
.
01842309
