Lorillard
O. G. Filter Promotion Test Marketing Research Project Approval O. G. Filter Promotion Test
Fields
- Author
- F, J.G. <Flinn, J.G.>
- Greene, J.
- Alias
- 01842333
- MRD5544177
- 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
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- 01842452-2453 Marketing Research Project Approval Taste Test Plus T & N Perception Tag-on
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Related Documents:
Document Images
LA6U .,/ I 1///
b11RKETING RT. ;U1RC1I PI:OJCCT APPROVA1.
(To be filled out by MarkeLing Rcscarcli Department)
t1'
PROJECT O.G. Filter
Old Gold Filter TITI,E Promotion Test JOB # 5544/177
ascarch Design (N, Ccils, L'lcgibitity, J>cyign, Key Banner Breaks, hlethodology, Cities)
A total of 1200 Watts line telephone interviews will be completed with smokers who
have sent in coupons for the O.G. filter$1.50 bouncepack/free pack offers. There
will be 12 cells of 100 respondents each:
Hi BDI Low BDI
Bounceback (Newspaper) 100 100
Bounceback (direct mail) 100 100
5 packs free with 5 100 100
10 packs free with 10 100 100
10 packs free with 20 100 100
2 packs free with 2 100 - 100
Total Respondents 600 600
ey Criteria For Analysis
To determine:
1) The percentage of O.G.F. smokers vs. competitive consumers who participated in eac
~ offer `' 2) Specific brands/categories from which trial was gained
3) DemopraQhic make-up of respondents 4) Conversion ratio
cscarch Limitations
/
l
3st Est imate $7,500
- 10;'o Contingency yes M no F-,,j
;.nal Report Inc. yes C&-y no ~]
eparcd by: ,). Greene
iproved by: ~
irketino Research Director ~ .
1, .
Research Firm AHF
Incidence -
Length Int. 5- 7 minutes
# Open Ends -
# Banners 1 - 2
Topline
Final
4 wks from start of field
5~ wks from start of field
