Lorillard
O.G.F. Vitality Test - Wave I Marketing Research Project Approval
Fields
- Author
- Cooper, K.
- Flinn, J.G.
- Greene, J.
- Smith, R.E.
- Alias
- 01842345/01842346
- MRD55441177
- 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
- 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
- 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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PROJECT
''IiUllUCT Old Gol~l T~'i].ter Ti'J.'I.1': O.G.1'. Vitality Test - Wave I JOB // - 5544/1177
~1
Research Design N, Cells, Elegibility, Design, Key Banner Breaks, Methodology, Cities
(See Attached)
Key Criteria For Analysis
U
Research Limitations
(See Attached)
(See Attached)
I s'oa.
I
Cost Estimate
+ - 1.0% Contingency yes ® no 0
Final Report Inc. yes Cj no M
Prepared by: J. Greene
Research Firm AHF
Incidence 33%
Length Int. 20 Minutes
// Open 8
ll il:uiners 2
Preliminary
Report
wk of 12/12/77
RESLAIlC1I DLSI c;N
CO
A total of approximately 2,000 random interviews will be completed with
smokers (10 or more cigarettes per day) 18 years of age or older. Addi-
tionally, the number of interviews with 18-24 year old males will be
boosted by approximately 165 (to a total of approximately 375) to insure
that we have enough of these respondents to analyze separately.
Interviews will be conducted in 10 O.G. Filter Hi-BDI markets (paired
into 5 sets of 2 markets each).* In each set of markets approximately
400 interviews will be completed and each set will contain approximately
70-75 males 18-21a years of age.
Additionally, it should be made clear that we are interviewing smokers
between 18-20 years old to provide us with valuable attitudinal info.
This information will-aid us in projecting their future behavior when
they reach 21 years of age.
*See attached for list & pairings of markets.
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KEY CRITERIA FOR ANALYSIS
The primary objective of this wave is to develop base period data in order
to determine (in the post wave):
(1) the effect proposed new O.G. filter advertising has on
the brand and,
(2) which has a more positive effect on the brand -- a combi-
nation of O.G. filter and O.G. Lights advertising or onl
O.G. Lights advertising.
C$
Primary criteria for analysis will be:
- advertising and brand awareness
- trial
- conversion
- attitudes
Additionally, this wave will aid in determining (for the first time) how
O.G. Lights is performing on the aforementioned criteria approximately 8
weeks after introduction.
--------------------------------------------------------------------------
RESI'.ARCH LIMITATIONS
The data for this benchmark wave will be reported in total (all markets
combined). A('ter Zdnvc II is completed, data will be reported separately
for each set of markets (Wave II vs. Wave I).
01842346
