Lorillard
Marketing Research Project Approval Newport Billboard Phase I
Fields
- Author
- Flinn, J.G.
- Giordano, J.J.
- Kayiatos, M.A.
- Alias
- 01842313/01842314
- MRD55431077
- Type
- MREP, MARKET RESEARCH PROPOSAL
- BUDG, BUDGET/BUDGET REVIEW
- FORM, FORM
- 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
- 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
- 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
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i'nlV
_~lUly_28~19IL~
Db1{tl:r:TING I;I;t;I11Gc:u 1'l:OJliCr 1lI'rltomt.
(To be fillc(l out I)y `11rL~~Lin{; Rosclrc:h Department)
` PI;OJI:c7~ Newport Bi l lboard
/'`-onuc.-r Newport rrr1.1. Phase I JOB # 5543/1077
Research Design (N, Cells, I:1cl;ihility, Design, KCy Banner Breaks, blethodoloRy, Cities)
N = 300 filter menthol smokers of 1/2 pack or more per day, between the ages of 18 and 49 ,
half male/half female. Respondents will be screened via shopping center intercept in the
Newport core areas of Boston, Philadelphia and Chicago.
Three outdoor designs will be monadically evaluated among a sample of 100 menthol smokers.
-Each respondent will be shown a slide of the test ad in a portable tachistoscope (T-scope)
at three consecutive exposure speeds:
--- The respondent's individual threshold of perception (anywhere from .2
to .8 of a second, as established by a test slide.
--- one second
--- five seconds
After each of the three exposures, the respondents will be asked to identify the subject
matter and the advertiser, and to report what words and illustrations they perceive, and
what they think is the main idea of the advertisement. (cont'd on next page)
Key Criteria 1'or Analysis
ThP objective of this study is to determine which outdoor design is the most effective in
~ 'nunicating that Newport cigarettes provides an enjoyable smoking experience.
Rescarch Limitations
Cost Estimate $11,800
+ - 1O`,"~ Contingency ya:, M no ~j
I inal Report Inc. yes Cal no ~
Prepared by:
Approved by: ~
/
4
Marketing I csc cIi Director/Assoc. llirector
Product C~cr}'Assis{:aJit 1'ruauct aianacr
an
_ ~[l
` r<
, ---~ N
~
) Prochtct ;N1na1,cr
Research Firm Communicus, Inc.
Incidence 10%
Length Int. 15 mi nutes
:. Open Ends 9
# Banners 1
Topline _4 weeks after field
Presentation
Final 6-7 weeks after field
01842313
rr_
H DESIGN (cont'd)
lowing three vari
fol
eople, the brand name,a
r
#1 - Control (Pack, NEWPORT, People, Alive With Pleasure)
#2 - (Pack, NEWPORT, Alive With Pleasure)
#3 - (Pack, NEWPORT, People)
C%O
C'
nd the line --- "Alive with Pleasure."
July 28, 1977
ations to be tested combine differently the elements of the
pack, the
01842314-
