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Lorillard

Final Report Kent 'headlines' and Personalities Stopping Power Test

Date: Dec 1975
Length: 129 pages
03321371-03321499
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03321371/03321499
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MRRT, MARKET RESEARCH REPORT
CHAR, CHART/GRAPH
QUES, QUESTIONNAIRE
Area
FTC FILES
Site
N9
Request
R1-093
R1-105
Named Organization
Coty
Crest
Ford
Hertz
Kraft
Travelers Insurance
Bank Americard
Canada Dry
Date Loaded
05 Jun 1998
Litigation
Stmn/Produced
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Foote Cone & Belding Advertising
Mpi Quick Facts
Brand
Benson & Hedges
Capri
Kent
Marlboro
Max
Parliament
Saratoga
True
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yrg91e00

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0 Q ! V r . t 4 r Y FOOTE, CONE & BELDING_ NY044310-AB-025 '_December, LORILLARD #5541/12/75 c I LORILLARD 3 `. FINAL REPORT , . ~ . t KENT "HEADLINES" AND PERSONALITIES . . . . _ - ~ .., ~ . . . ~ , ~ .., .- ..,. . .. _. ~. . ~ - ~.., STOPPING POWER TEST Foote, Cone & Belding Advertising, Inc. New York, New York -, 1975 G: w .~. ~~ RESEARCH DEPARTMENT -% - WR *%'-' ,' .. .. . `~ _Y:
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FOOTE, CONE & BELDING= TABLE OF CONTENTS , , PAGE INTRODUCTION - . . 1 r Background an&Purpose Research Method SUMMARY AND CONCLUSIONS DETAILED FINDINGS' AdvertisinR,Performance Kent Vs. Control Ads Stopping Power and Brand Recall Relationship Comparison of the Six Tested~Ads Brand Imagery Ad Communication Performance of "Jeff" and "Lolly" Evaluation of 31 "Personalities" DETAILED TABLES Tabular Index APPENDIX Computation of Index Means -Questionnaire 11 11 12 12 16 17 18 21 26 94 r ., . -f ,
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, FOOTE, CONE & BELDING €. INTRODUCTION, BACKGROUND AND PURPOSE : .,<. ., . . _ _ , , . The new campaign for Kent -- "Come For The FiLter; You'll Stay < , . _ . . .. . , _,. ... ,. For The Taste"'-- was launched in February. From almost the . ,., ; - .. . very beginning of the campaign, the headline word "C'mon" has , ,. . . . , :. . . - , been used both for "stopping power" and to interest smokers in trying Kent cigarettes. ; In addition, pictures of both men~and women have been used to give Kent a new; younger, more exciting image. A test of six ads, four which differed only in terms of head- lines and two which differed in terms of layout, no headline and illustrations, was conducted with the following objectives: .To determine the strength~of the invitation "C'mon" -as compared to other possible headlines or no head- line at all with regard to attracting attention (i.e. stimulating people to "stop" the ad) To determine the relationship between an ad's "stopping power" and brand recall To determine the relative effectiveness of the ads in terms of communicating the Kent name - Positioning Kent as a "good tasting" brand - Inviting the reader "into" the ad
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FOOTE, CONE & BEIIDING RESEARCH METHOD A. THE TEST PROCEDURE -This test was conducted in research facilities located'in high- ., ;- traffic shopping malls in Paramus, Cincinnati, Dallas, and Denver. 302 Kent smokers and 604 Kent prospects (smokers ex- pressing willingness to try Kent) participated in.this research~. Respondents were screened for smoking and for attitudes toward Kent cigarettes and other products...Respondents qualifying as Kent smokers or prospects were divided into six separate, matche& groups in terms of demographics, number of cigarettes smoked per day and "interest" in smoking KENT. Respondents were then taken through the following sequence: Respondents were shown slides of ads for 14 products and services, including one Kent a&. Each ad was shown automatically for 1.25 seconds. Attention-getting or "stopping power" was measured by allowing respondents to push a control button to "stop" the ad for as long as they wished to .look at it. Kent recall was measured, plus playback of the Kent ad's "main idea". Respondents were re-exposed to an 8'4 x 11 color reproduction of the Kent ad. '-Attitudes toward Kent and respondents' image of Kent smokers was measured, plus interest in buying Kent. . Respondents were then asked to sort out the 31 " " personalities in terms of preference for seeing them in a Kent ad (Kent smokers) or preference for trying the brand being smoked by the person- ality (Kent prospects). Demographic information was collected. r,
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. TEST ADS AND PERSONALITIES The six Kent ads tested were variations of the "Come For The Filter/You'll Stay For The Taste" campaign and included: The original "Two Pack" A& Four of the ads tested - "Good Tastin "', "Terrific", "C'mon/ You're In For A Nice Surprise" -- were identical in layout, visuals, and copy, except for the headlines: - The "two packs" were presented in the lower right corner. The fifth ad -- "Full Picture" -- used full pictures of the models onto which the "two packs" were superimposed in the lower third of the ad. The sixth ad -- "Two Packs" -- had no model; the visual was the "two packs". Each ad used a model in the upper left corner. . The headline ran in large type through the center
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Each of the five ads including a model was tested using a male - and female -- "Lolly" -- model. Half the.respon- dents viewing each ad saw either the male or female version on THE TEST PERSONALITIES The thirty-one pictures tested for acceptance among KENT smo- kers kers and prospects included models which were being used in the C'mon campaign -- Jeff, Lolly, Ann and McCabe -- plus 27 others under consideration for use in future campaigns.
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. ' ADVERTISING PERFORMANCE 'As respondents viewed the battery of advertising slides, their response to each ad, in terms of "stopping" it, was recorded. , , . . • -. .: . ,. , products and services they remembered seeing. Following the test sequence, respondents were asked which brands, KENT VS. CONTROL ADS Based on these two evaluative criteria, the Kent ad, in a clutter situation, performs well relative to non-competitive advertising. The Kent ads, on average, rank fourth in ability to stimulate viewers to "stop" it, with some 28% of respondents activating the "stop" control de- "vice. By comparison, Ford Pinto, the most exten- sively "stopped" ad, was delayed by some 38% of .respondents. On an unaided basis, Kent was remembered by the large majority (68%) of respondents. Ford Pinto, the closest to Kent in terms of unaided recall, was remembered by less than half the respondents (45%). It should be noted, however, that some bias favoring Kent would appear to have been operating given the extent to which respon- administered screening questionnaire. dents' attention was focused on cigarettes during the initially
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"STOPPING POWER" AND BRAND RECALL Although there is not a one-to-one correlation between "stopping" getting ability ("stopping power") and brand name communication and brand recall, a clear relationship between the ad's attention- tracting attention and communicating the Kent name. .No one ad clearly outperforms the others in terms of both at- TOTAL STOPPED A SMOKERS KENT AD C. COMPARISON OF THE SIX TEST ADS 1. Total Smokers crease in recall is apparent among "stoppers." When recall of Kent is examined among "stoppers" of a Kent ad versus total smokers, a notable in- However, the non-headline ads, particularly "Two "stopping" as well as elliciting brand recall. Packs," are directionally more capable of provoking
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Among members of the current Kent franchise, the non-headline All three of these ads perform directionally better on stopping power, recall and purchase interest. ads, particularly "Two Packs," are somewhat more effective boxes. 3.- Kent Prospects (Table 3b) While no one ad is clearly superior in performance, directionally, effect on potential Kent consumers. Picture" are directionally more likely to stop Kent smokers exposed to "Two Packs" and "Full them and remember Kent afterwards. "Two Packs" also generates a higher degree of purchase interest, on the basis of the top two non headline ads, "Two Packs" and "Full Picture," as well ` greater as the headline ad, "Good Tastin'," would appear to have n" and "C'mon/Surprise`are directionally less effective . Although "C'mon" ellicits relatively high recall, =it is less well able to attract attention and is the weakest ad with regard to purchase interest. . "C'mon/Surprise" falls'short on all three measures, particularly recall. (Table 3c)
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Among women, men, older and younger smokers, no one ad drama- tically outperforms the others. However, directional tendencies provide some guidance for future campaign efforts. Female Smokers Women respond most favorably to "Full Picture" on a directional This is clearly evident in terms of stopping power and purchase interest. "Full Picture" also gene- rates relatively high recall. The other non-headline ad, "Two Packs," could also be considered a directionally better performer than recall. the headline ads with regard to stopping power and Overall, female smokers do not react differently to the four headline ads. They express comparable purchase interest in Kent regardless of ad exposure and, with the exception of "C'mon," stopping power and brand recall are similar for all headline ads. . Marginally, "C'mon" enjoys greater recall, but falls short on stopping power. (Table 3d) b. Male Smokers There are directional indications that men respond most favorably to the "Two Packs" ad. . They are somewhat more likely to stop this ad, interest in Kent after exposure to it. recall the brand and express positive purchase
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"Full Picture," the most effective ad among women smokers, shows clear directional weak- ness with regard to stopping power among men. . "Two Packs" generates the highest recall levels as well as commanding relatively good stopping power and purchase interest. . "C'mon/Surprise" is least able to provoke stopping and displays weak recall levels. (Table 3f ) equal to "Two Packs" on these criteria. However, it exhibits Among the headline ads, "Good Tastin "' is most effective in terms of stopping power and purchase interest, being nearly some weakness with regard to recall. The "C'mon/Surprise" headline is the least effective ad. Directionally fewer men stop it and recall the Kent name after (Table 3e) Smokers 35 years of age or older exhibit the least clear ten- dencies in terms of the impact of the various ads. At best, the following is observable: . Younger Smokers Among smokers in the 18-34 year range, "Two Packs" performs best in terms of stopping power as well as brand recall. O W W "Good Tastin "' is the headline ad most likely to be stopped by ~ ._~~. younger smokers, but it is less able to communicate the Kent IPA . (Table 3g)
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Given the similarity of performance on stopping, recall and purchase motivation, it is still surprising that the six ads tested do not create significantly different attitudes toward Kent considering the differences in the ads themselves. Neither the presence nor absence of the tested headlines or "personality" pictures changes consumers' attitudes toward the brand or their image of the Kent smoker. No attitudinal shifts occur between headline vs. non-headline ads. Notably, the "Good tastin "' headline does not project good taste to any greater extent than the other ads. It does, in fact, reflect this attribute directionally less so than other ads among most target segments. The non-personality "Two Pack" ad is no more or less effective in creating positive attitudes toward the brand or image of its smokers. . "Full Picture" also does not create different attitudes and imagerg from the other ads which have smaller versions of the picture.. Smokers perceive a Kent smoker to be over 35 years of age and "well informed," but not "with it." While Kent is thought to be a "leading brand," it is clearly not thought to be a "modern brand." . This rather conservative image of Kent is held by smokers regardless of brand smoked (Kent vs. com- petition), sex or age. Furthermore, Kent prospects, men and 18-34 year olds are less likely than their respective counterparts to view Kent as a "cigarette for people like me." (Tables 4a-g, 5a-g) RESEARCH DEPARTMENT
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. AD COMMUNICATIQN . Good Taste and Good Filter The "Two Packs" ad, which performs directionally better than the other ads in terms of stopping power and brand recall among total smokers, is also more effective in communicating the taste/ filter message as well as the actual phrase, "Come for the filter. You'll stay for the taste." . This suggests that the "headlines" and/or pictures used in four of the ads and the full picture in the fifth ad may be detracting from the primary message. Y An examination of the four headline:ada indicates that no one headline is better able to communicate taste and[or filter. Consistent with the attitudinal information pre- viously mentioned, the "Good Tastin "' headline is no more effective than the other headlines in communicating taste. . While the headline "Terrific" was more likely to be mentioned during playback than any other head- line, this better retention does not apparantly result in better communication of other points, attitudes, stopping power or recall. (Table 6) 2. The Two Pack Visual In order to determine what is being conveyed to consumers by the,two pack visual, appearing in all six ads, respondents were asked to volunteer what they thought it meant after seeing the
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Regardless of whether or not the ad was "stopped," recallers of these two, filter (13%) comes through somewhat more clearly thing other than the intended filter/taste message. However, of the ads are likely to interpret this visual as meaning some- than taste (5%). these other "interpretations, showing different lengths (23%) Other interpretations were given by 53% of the respondents. and showing regular and menthol (11%) were mentioned most extensively. (Table 7) Comparing the six ads in terms of the meaning of the two packs visual, the following is evidenced: . Viewers of the "Two Packs" ad are less likely to '"misinterpret" the visual, suggesting that the other ads have elements which detract from the main message. However, although these viewers mention "filter" to a greater extent than those exposed to the other ads, they are no more likely to mention "taste." Rather, their mentions of "tobacco" are directionally higher, indicating that this is the more prominent meaning conveyed by the "tobacco end" open pack. (Table 8) F. PERFORMANCE OF "JEFF" AND "LOLLY" An analysis was conducted comparing the male and female models used in~the tested ads to determine what effect, if any, gender ~M w has on the ad's performance. Cj N ~ C40 ~
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. Total Smokers/Smokers "Stopping!`an Ad "Jeff" and "Lolly" are equally appealing to total smokers as 4 evidenced by the comparable extent of "stopping," brand recall . and purchase interest generated regardless of model. Further, smokers who stopped an ad featuring either personality are as likely to remember the Kent name and tend to be as willing to buy the brand. . Kent Smokers/Kent Prospects (Tab le 9a) ..There is no difference in the performance of "Je,ff" and "Lolly" among members of the current Kent franchise. ~ "Jeff" and "Lolly" are equally appealing to Kent prospects as well, although "Lolly" maintains a slight directional edge over "Jeff" among these potential Kent consumers. (Tab le 9b) 3. Male/Female Smokers Men and women also respond similarly to "Jeff" and "Lolly." While "Lolly" performs directionally better in terms of stop- ping power, this does not translate into greater purchase
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FOOTE, CONE & BELDING would result if alternative models were utilized. Although "Jeff" and "Lolly" perform equally well among male and female smokers, it is , of course, possible that differences An examination of the performance of the male and female ver-' sions of the J&B Scotch ad among men and women support this recall is directionally lower for the female version. . Men clearly respond more to the female version of this ad in terms of "stopping" it. However, this does not necessarily mean it communicates the brand name better"than the male version. In fact, brand hypothesis: While there is no difference in brand recall among women, they are directionally more likely to "stop" the female version. (Table 10) -20- RESEARCH DEPARTMENT ~ .
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FOOTE, CONE & BELDING II. "PERSONALITY" EVALUATION . Lolly -- used in present Kent advertising. Krisden -- a blonde model not used in Kent advertising. . Terry -- a young, bearded male not used in Kent advertising. . Debbie -- a young blond female not used in Kent advertising. Jeff -- a young, blond male used in Kent advertising. i-A Jackie -- a young, blond female used in Kent advertising. (Table 11) . Heather -- a young, red-headed female not used in Kent advertising. Pictures of 31 "personalities," including models which had been used in the "C'mon" campaign prior to this test -- Jeff, Lolly, Ann and McCabe -- as well as 27 others under considera- tion for use in future campaigns, were tested to determine the range of their acceptability to Kent smokers and prospects: Kent smokers were asked to evaluate the personalities in terms of how much they would "prefer to see them in Kent advertising." Kent prospects were asked to evaluate the persona- lities in terms of "which of them do you think are smoking a cigarette you would prefer to try?" Five of the 31 personalities were the favorites among most of the major market segments -- Kent smokers, Kent prospects, male smokers, female smokers, smokers under 35 years of age, and smokers 35 or older: . Ann -- used in present Kent advertising. . McCabe -- used in present Kent advertising. . Ingrid -- a blonde model not used in Kent advertising. The next most popular "personalities" overall are:
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FOOTE, CONE & BELDING It should be noted that in the cases of Lolly, Ann, McCabe and Jeff possible prior exposure may have biased respondents in favor of these four personalities, at least in terms of increa- sing respondents' familiarity with the personality. However, the additional exposure through the test procedure does not change the basic order of acceptability. (Table 12) Although these personalities are the preferred ones regardless of market segment, an analysis of differences in preference, if any, by sex, age, cigarette brand smoked (Kent smokers vs. Kent prospects) as well as other key market segments was per- formed to gain further insights into the acceptability of various personalities. Not unexpectedly, given their greater commitment to the brand, Kent smokers express their preference for the various models, particularly the favorites, at much higher levels than Kent prospects. . Further, Kent smokers as compared with Kent prospects are more likely to be receptive to Max, the only female black model, as well as to Monique and Bill, two of the older models. Sex does not apparently differentiate smokers' responses to the various models. . However, women do prefer "current" Lolly (as posed in the current ad) to a considerably greater r.xtent than men, although she is a favorite among men too. -22- RESEARCH DEPARTMENT Y.13~'~ ... ,... 1 :.5.~'. .. . . . . . . _ . . ~ u..,.. r-3.... .. ~. . i~~'v . . ~ 1
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FOOTE, CONE & BELDING Age appears to be a more discriminating factor than sex with regard to smokers' personality preferences. . While current Lolly is equally preferred as the favorite regardless of age, Krisden and Ann are close seconds among younger smokers. Heather an& Jeff (in a pose different from that used in the current ad) are also more appealing to younger smokers. . Older smokers, by contrast, are more likely to express preference for the older, more conservative- looking models such as Monique, Lenore, Joe and Bill -- models more representative of Kent's former image. (Tab le 11) Basically, preference for various models does not vary by region of the country, as represented by the four test cities. However, some differences are evident. . Eastern smokers (Paramus) tend to prefer Krisden, Ann and Lolly (in a pose different from that used in the current ad) more so than smokers from other areas. . Western smokers (Denver) are less likely to choose current Lolly and Ann. Smokers were also divided into upscale and downscale market segments to determine if socio-economic status effects per- sonality preferences. . The top favorites are equally appealing regardless of income and education. . However, downscale smokers, compared to upscale smokers, are more likely to accept Terry, a bearded male in coveralls, Jackie, Jeff (in both poses), Stuart, Jimmy and Bruno. (Table 14) -23- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING In addition, personality preference was examined by specific smoking patterns to determine the effect, if any, of smoking habits on personality preferences. . Frequency of smoking has no apparent bearing on which •models are preferred. . Those who smoke Kent most often, compared to regular Marlboro and Winston smokers, express preference more extensively for Lolly, McCabe and Debbie. Marlboro smokers are far less likely to prefer McCabe, a"smooth"-looking male who may be viewed as the antitesis of the advertised "Marlboro Man." . 120 MM prone smokers do not differ in their ;~. preferences from total smokers. (Tables 13, 14) - An examination of smokers who stopped a Kent ad as well as those recalling Kent on an unaided basis versus total re- callers reveals that these factors do not effect personality preference. (Table 14) VOLUNTEERED~STRENGTHS AND WEAKNESSES OF PERSONALITIES Respondents were asked to express their reasons for liking the models most preferred as well as why they did not like those least preferred. Thus, a determination can be made with re- gard to the general characteristics which make a model ap- pealing,or not. ~ W . ~ tJ 4 -24- RESEARCH DEPARTMENT r . . , . .,,. , .'
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FOOTE, CONE & BELDING In net, physical and perceived personality traits are equally important in determining personality preference. . Attractiveness followe&by lively, energetic appearance and age are the physical attributes which make a model appealing. . Among the most important volunteered personality reasons for liking a model are perceived cheerfulness, friendliness and sincerity. Cigarette-related reasons, such as "looks like a smoker," "looks like a Kent smoker," etc. are relatively unimportant on a voluntary basis. With regard to reasons for not liking a model, all three types of reasons -- physical appearance and personality traits as well as cigarette-related reasons -- play a fairly similar role in determining lack of preference. . The qualities which are most likely to "turn off" respondents to a model are physical unattractive- ness, phoniness (not "natural" looking) and looking like a non-smoker. (Tables 16, 17) -25- ' ... 1 .. . • -.. . ., .. . . ~ ' .. .. . ., . ~ . r r . . . ' RESEARCH RESEARCH DEPARTMENT r K
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TABULAR INDEX TABLE TITLE lb lc Stopping Power and Unaided Brand Recall 28 (Kent and "Control" Ads) Ads Stopped 29 Correct Brand Recall 30 .Su=ary of Kent Stopping Power/Unaided 31 Brand Recall Kent Ad Performance: Summary Scores a Among Those Stopping Kent Ad 32 b Among Kent Smokers 33 c Among Kent Prospects 34 d Among Female Smokers 35 e Among Male Smokers 36 f Among Smokers 35 or Older 37 g Among Smokers 18-34 38 4 Kent Attitudes Among Kent Smokers 39 Among Kent Prospects 40 .Among Female Smokers 41 Among Male Smokers 42 Among Smokers 35 or Older 43 Among Smokers 18-34 44 Among Those Stopping Kent Ad 45 5 . Kent Image 7 8 Among Kent Smokers Among Kent Prospects Among Female Smokers Among Male Smokers Among Smokers 35 or Older Among Smokers 18-34 Among Those Stopping Kent Ad Playback of Taste and Filter Copy Points The Meaning of the Two Pack Visual .(Among Ad Recallers and Ad Stoppers) 46 47 48 49 50 51 52 53 ~ W W 54 N OA ZA The Meaning of the Two Pack Visual Q ; (Among Those Exposed to Each Test Ad) 56 W -26-
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TABULAR INDEX (Continued) TITLE Performance of "Jeff" and "Lolly" J&B Scotch Ad Among Total Respondents and Those Stopping Ad Among Kent Smokers and Kent Prospects Among Male and Female Smokers Performance of Male and Female Versions o Preference for Picute&Smokers (Top Box Comparison Among Market Segments) 16 Reasons for Liking Kent "Personalities" 17 Reasons for Disliking Kent Personalities" 69 18 Preference for Pictured Smokers a Among Total Smokers 70 b Among Kent Smokers 71 Among Kent Prospects 72 d Among Female Smokers 73 e Among Male Smokers 74 f Among Smokers 35 or Older 75 g Among Smokers 18-34 76 h Among Kent Smokers With'Favorable Purchase'Interest 77 i Among Smokers from Cincinnati 78 ~ Among Smokers from Dallas 79 k Among Smokers from Denver 80 1 . Among Smokers from Paramus 81 m - Among Upscale Smokers 82 n Among Downscale Smokers 83 o Among Heaviest Smokers 84 p Among Heavy Smokers 85 q Among Regular Smokers 86 r Among People Who Smoke Kent Most Often 87 s Among People Who Smoke Marlboro Most Often 88 t Among People Who Smoke Winston Most Often 89 u Among People Prone to Smoke 120 MM 90 v Among Smokers Who Stopped Kent Ad 91 w Among Smokers Who Recalle&Kent Ad Unaided 92 x Among Smokers Who RecaLled'Kent Ad . 93 ' »1
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TABLE 1A STOPPING POWER AND UNAIDED BRAND RECALL (Kent and "Control" Ads) (BASE: Total Smokers) ADS IN ORDER OF EXPOSURE Special K Cereal Crest Toothpaste Kraft Dinners Coty Lipstick Sure Deodorant Travelers Insurance Miller Beer -Vitalis Hair Spray Ford Pinto KENT Hertz Rent-A-Car J & B Rare Scotch Canada Dry Ginger Ale Bank Americard STOPPING POWER UNAIDED BRAND RECALL (906) (906) 15 15 25 32 21 8 29 12 19 22 25 19 27 39 17 12 38 45 28 68 19 11 31 44 25 21 17 33 <.
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GOOD TASTIN' (BASE: Total Smokers) (147) X Kent 28 Special K Cereal 13 Kraft Dinners 19 Crest Toothpaste 28 Sure Deodorant 18 Vitalis Hair Spray 20 Coty Lipstick 29 J&B Rare Scotch 37 Miller Beer 27 Canada Dry Ginger Ale 23 Travelers Insurance 30 Hertz Rent-A-Car 21 Bank Americard 20 Ford Pinto 44 C'MON/ FULL TWO TERRIFIC C'MON SURPRISE PICTURE PACKS (150) (150) (154) (1 (151) z y ~ ~ x 24 20 27 19 34 19 21 12 23 18 22 15 12 18 17 27 28 27 31 33 33 33 27 30 30 27 21 25 27 34 26 25 18 29 30 26 27 22 23 25 21 15 17 20 22 18 15 16 14 19 34 39 38 36 36 *Individual groups were co-varie& only on data pertaining to cigarettes. -29- RESEARCH DEPARTMENT
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:FOOTE, CONE & BELDING Crest Toothpaste Sure Deodorant Vitalis Hair Spray Coty Lipstik J&B Rare Scotch Miller Beer Canada Dry Ginger Ale TABLE 1C CORRECT BRAND RECALL GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS (147) (150) (150) (154) (154) X X X X X 64 65 70 60 73 10 14 17 13 19 9 7 5 9 8 30 36 26 36 29 25 21 19 20 23 12 _ 11 11 15 12 10 13 11 14 13 76 7 10 34 23 9 9 46 47 47 42 42 42 39 41 40 34 36 47 25 23 23 17 20 17 Travelers Insurance 23 15 21 17 20 - 19 Hertz Rent-A-Car 10 15 7 11 11 9 Bank Americard 30 37 35 30 33 31 Ford Pinto 49 45 45 47 42 *Lndividual groups were co-varied only on data pertaining to-cigarettes. -30- -44 ;1 RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING' TABLE 2 SUIrRMARY OF KEN'T STOPPING'POWER/UNAIDED BRAND RECALL GOOD TASTIN' TERRIFIC C'MON C'MON/ SURPRISE (BASE: Total Smokers) (147) (150) (150) (154) X X % °6 Kent Stopping Power 28 29 24 23 Kent Unaided Recall 64 65 70 60 -31- 76 RESEARCH DEPARTMENT . s ~ . . • .. . ... . . .... ...... ' .. . .. - . FULL TWO PICTURE PACKS (154) (151) % , 2
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FOOTE, CONE & BELDING YABLE 3A KENT AD PERFORMANCE: SUMMARY SCORES (Among Those "Stopping" Kent Ad) GOOD TASTIN' TERRIFIC C'MON (BASE: "Stopped" Kent Ad) (41) (43) (36) Kent Stopping Power 100 .100 100 Kent Unaided Recall 81 72 89 Kent Total Recall 91 88 95 Kent Purchase Interest Index Mean 59 53 56 Top Two Boxes 46 40 45 Definitely will buy 22 21 28' Probably will buy 24 19 17 Might or might not buy 24 26 25 Probably will not buy 27 21 22 Definitely will not buy 3 13' 8 -32- C'MON/ FULL TWO SURPRISE PICTURE PACKS (35) (46) (49) 100 100 100 86 87 94 100 96 100 60 65 58' 52 57 49 29 24 18 23 33 31 26 24 20 17 17 24 5 2 7 RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 3B KENT AD PERFORMANCE: SUMMARY SCORES (Among Kent Smokers) GOOD TASTIN' TERRIFIC C'MON, (INDEX BASE: Kent Smokers) (44) (51) (50) Kent Stopping Power 25 27 33 Kent Unaided Recall 66 66 77 Kent Purchase Interest Index Mean 77 75 74 Top Two Boxes 77 70 64 Definitely will buy 50 51 42 Probably, will buy 27 19 22 Might or might not buy 9 18 18 Probably will not buy 11 12 8 Definitely will not buy 2 -- 10 Index base computation: 100 = Stopped Kent ad 0 = Di&not stop Kent ad' 100 = Correct Kent brand recall 0 = Incorrect Kent brand'recall -33- C'MON/ FULL TWOI SURPRISE PICTURE PACKS (53) (54) (50) 30 37 42 77 - 83 90 73 74 76 70 66 76 45 44 50 25 22 26 15 22 6 13 6 16 2 6 2 RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING ti TABLE 3C KENT AD PERFORMANCE: SUMMARY SCORES (Among Kent Prospects) GOOD TASTIN' TERRIFIC C'MON (INDEX BASE: Kent Prospects) (103) (99) (100) Kent Stopping Power 29 29 20 Kent Unaided Recall 63 64 67' Kent Purchase Interest Index Mean 43 39 39 Tbp Two Boxes 23 19 17 Definitely will buy 4 2 4 Probably will buy 19 17 13 Might or might not buy 32 34 36 Probably will not buy 31 30 X Definitely will not buy 12 16 17 Index base computation: 100 = Stopped Kent ad 0 = Did not stop Kent ad 100 = Correct Kent brand recall 0= incorrect Kent brand recall -34- C'MON[ FULL TWO SURPRISE PICTURE PACKS (101) (100) (101) 19 26 28 51 67 68' 43 43 41 20 26 22 3 3 -- 17 23 22 35 31 34 39 30 31 6 13 14 RESEARCH DEPARTMENT _' ~
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FOOTE„ CONE & BELDING TABLE 3D KENT AD PERFORMANCE: SUMMARY SCORES (Among Female Smokers) GOOD TASTIN' TERRIFIC C'MON C'MON/ SURPRISE FULL TWO PICTURE PACKS (BASE: Female Smokers) (72) (75) (74) (73) (77) (75) Kent Stopping Power 29 32 25 29 39 33 Kent Unaided Recall 69 65 76 70 78 80 Kent Total Recall 87 78 88 92 92 96 Kent Purchase Interest Index Mean 53 52 53 56 59 52 Top Two Boxes 38 • 40 37 38 48 37 Definitely will buy 19 21 18 19 22 21 Probably will buy 19 19 19 19 26 16 Might or might not buy 28' 25 28 32 26 25 Probably will not buy 24 20 20 26 17 28 Definitely will not buy 10 15 15 4 9 10 -35- RESEARCH DEPARTMENT
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til FOOTE, CONE & BELDING TABLE 3E KENT AD PERFORMANCE: S[JMMARY SCORES (Among Male Smokers) GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS (BASE: Male Smokers) (75) (75) (76) Kent Stopping Power 27 25 •24 \ Kent Unaided Recall 59 64 65 Kent Total Recall 86 84 81 Kent Purchase Interest Index Mean 53 50 49 Top Two Boxes 40 33 29 Definitely will buy 16 16 16 Probably will buy 24 17 13 Might or might not buy 25 32 32 Probably will not buy 27 28 25 Definitely will not buy 8 7 14 -36- (81) (77) (76) 17 21 32 52 68 71 71 87 91 52 49 53 36 32 42 16 13 12 20 19 30 26 30 24 33 26 24 5 12 10 RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING ~ TABLE:3F' KENT AD PERFORMANCE : SUMMARY SCORES (Among Smokers 35 or Older) GOW TASTTN'' TERRIFIC C'MON (BASE: Smokers 35+) (74) (70) (63) Kent Stopping Power 22 27 27 Kent Unaided Recall 68 57 67 Kent Purchase Interest Index Mean 57 58 52 -37- C'MON/ SURPRISE FULL TWO PICTURE PACKS (81) (77) (68) 21 27 25 58 66 72 58 63 60 RESEARCH DEPARTMEN'P
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FOOTE, CONE & BELDING TABLE 3G KENT'AD PERFORMANCE: SUMMARY SCORES (Among Smokers 18-34) (BASE: Smokers 18-34) (73) (80) (87) Kent Stopping Power 34 29 23 Kent Unaided Recall 60 ` 71 73 Kent Purchase Interest Index Mean 49 46 49 (73) (77) 24 32 63 79 50 45 (83) 47 ~ W W w a -38- ~+ G't GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE'4A KENT ATTITUDES AMONG KENT SMOKERS C (INDEX BASE: Kent Smokers) (44) (51) (50) KENT IS A ... Brand that advertises a great deal 76 71 74 Brand that has interesting advertising 70 68 68 Cigarette for people like me 67 65 63 Cigarette with a lot of good taste 69 75 67 Cigarette that is easy to draw on 79 78 73 Cigarette with~an effective f ilter 76 79 74 Cigarette with~low tar and nicotine 64 72 64 Very high quality cigarette 71 76 69 Cigarette that is smooth 74 83 79 Interest in buying Kent 77 75 74 (53) (54) (50) 71 74 78 65 69 67 56 54 61 68 67 66 74 79 74 71 83 75 67 77 62 62 70 73 80 77 80 73 74 76 Index base computation: 100 = Agree strongly 75 = Agree somewhat 50 = Don't know ~ 25 = Disagree somewhat W cJ 0 = Disagree strongly N N -39- GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 4B KENT ATTITUDES AMONG'KENT PROSPECTS GOOD TASTIN' TERRIFIC C'MON' C'MON/ SURPRISE (INDEX BASE: Kent Smokers) (103) (99) (100) (101) KENT IS A ... Brand that advertises a .great deal 77 75 70 78 Brand that has interesting advertising 65 57 65 69 - Cigarette for people like me 43 35 39 47 Cigarette with a lot of good taste 55 53 52 59 Cigarette that is easy to draw on 64 67 62 71 Cigarette with~an effective filter 67 68 67 70 Cigarette with low tar and .nicotine 70 61 60 65 Very high quality cigarette 64 60 64 65 Cigarette that is smooth 67 66 69 72 Interest in buying Kent 43 39 39 43 Index base computation: 100 = Agree strongly 75 = Agree somewhat 50 = Don't know 25 = Disagree somewhat 0 - Disagree strongly . .-40- FULL TWO PICTURE PACKS (100) (101) 71 70 65 59 44 41 50 55 67 62 68 70 64 67 60 65 72 71 43 41 RESEARCH DEPARTMENT t
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TABLE 4C KENT ATTITUDES AMONG FEMALE SMOKERS GOOD TASTIN' TERRIFIC C'MON C'MON'/ SURPRISE FULL TWO PICTURE PACKS (INDEX BASE: Total Femlae Smokers) (72) (75) (74') (73) (77) (75) KENT IS A... Brand that advertises a great deal 78 79 70 81 71 77 Brand that has interesting advertising 67 61 71 77 70 66 Cigarette for people like me 54 45 57 55 52 49' Cigarette with a lot of good taste 63 60 65 68 61 61 Cigarette that is easy to draw on 70 70 68' 72 75 71 Cigarette with an effective filter 72 72 70~ 73 74 75 Cigarette with low tar and nicotine 73 63 66 71 67 66 Very high quality cigarette 69 65 73. 69 67 73 Cigarette that is smooth 71 69 73 77 79 77 Index base computation: 100 = Agree strongly 75 = Agree somewhat 50 = Don't know 25 = Disagree somewhat ~ 0 = Disagree strongly W W -41- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 4D KENT ATTITUDES AMONG MALE SMOKERS ( C GOOD TASTIN'' TERRIFIC C'MON C'MON/ SURPRISE FULL TWO PICTURE PACKS (INDEX BASE: Total Male Smokers) (75) (75) (76)' (81) (77) (76) KENT IS A ... Brand that advertises a great deal 75 69 73 71 73 68 Brand that has interesting advertising 66 61 62 59 62 57 Cigarette for people like me 46 44 37 46 42 46 Cigarette with a lot of good taste 56 61 50 58 51 57 Cigarette that is easy to draw on 67 71 63 72 69 61 Cigarette with an effective filter 67 72 69 68 72 69 Cigarette with low tar and - nicotine 63 67 58 61 71 65 Very high quality cigarette 63 66 59 59 59 63 Cigarette that is smooth 67 74 72 72 69 71 Index base computation: 100 = Agree strongly 75 = Agree somewhat 50 = D='t know 25 = Disagree somewhat 0 = Disagree strongly ~-+ ,:.. N CJ -42- RESEARCH DEPARTMENT
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FOOTE, CON'E & BELDING! TABLE 4E (INDEX BASE: Total Smokers KENT ATTITUDES' AMONG SMOKERS 35 AND OVER GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS 35 and over) (74) (70) (63) (81) (77) (68) KENT'IS'A... Brand'that advertises a great deal 82 79 83 78' 77 80 Brand'that has interesting advertising 71 65 77 73 69 71 Cigarette for people like me 55 54 53 52 52 56 Cigarette with a lot of good taste 62 65 60 66 63 63 Cigarette that is easy to draw on' 72 74 68 73 73 69 Cigarette with an effective filter 7& 78 67 72 74 77, Cigarette with low tar and nicotine 69 64 64 65 66 70 Very high quality cigarette 68 69 69 67 68 75 Cigarette that is smooth 67 75 70 72 76 76 Index base computation: 100 = Agree strongly 75 - Agree somewhat 50 = Don't know O 25 = Disagree somewhat W W 0 = Disagree strongly W -43- RESEARCH DEHARTMENT
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FOOTE, CONE & BBLD[NG TABLE 4P KENT ATTITiJDES AMONG SMOKERS 18-34 YEARS OLD GOOD TASTIN,' TERRIFIC C'MON (INDEX BASE: Total Smokers 18-34) (73) (80) (87) KENT'IS A... Brand that advertises a great deal 71 70 63 Brand that has interesting advertising 62 57 58 Cigarette for people like me 47 37 43 Cigarette with a lot of good taste 56 56 55 Cigarette that is easy to draw on 65 67 64 Cigarette with~an effective filter 69 66 71 Cigarette with~low tar . an&nicotine 67 66 60 Very high quality cigarette 64 62 64 Cigarette that is smooth 71 69 74 C'MON/ FULL TWO SURPRISE PICTURE PACKS (73) (77) (83) 73 67 66 62 63 54 48' 42 40 58 49 55 70 70 64 69 72 68 66 72 62 60 59 62 _} 7~' 72 72 Index base computation: 100 = Agree strongly 75 = Agree somewhat 50 = Don't know W N 25 = Disagree somewhat N 0 = Disagree strongly N N -44- RESEARCH DEPARTMENT
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TABLE 4G TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS (INDEX BASE: TOTAL Stopping Kent Ad) (41) (43) (36) (35) (46) (49) A KENT SMOKER IS... Bran&that advertises a great deal 80 76 72 76 70 71 Brand that has interesting advertising 71 67 79 74 76 63 Cigarette for people like me 55 49 51 61 55 57 Cigarette with a lot of good taste 65 62 65 68 63 66 Cigarette that is easy to draw on 70 75 69 76 78 66 Cigarette with an effective filter 74 70 67 74 77 72 Cigarette with low tar and nicotine 70 69 59 68 69 64 Very high quality cigarette 71 72 67 71 71 67 Cigarette that is smooth 70~ 70 74 82 74 78' GOOD C'MON/ FULL TWO C Index base computation: KENT ATTITUDES AMONG THOSE STOPPING KENT AD 100 = Agree strongly 75 = Agree somewhat 50 = Don't know W 25 = Disagree somewhat W 0 = Disagree strongly N N .:. N N -45- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 5A KENT IMAGE AMONG KENT SMOKERS (INDEX BASE: Kent Smokers) (44) A KENT SMOKER IS .. With it 50 Well informed 63 Physically active 53 Community leader 45 Male/female* 61 Average age KENT IS A ... 38 years Leading brand 71 Modern brand~ 24 Index base computation: C (51) (50) (53) (54) (50) 66 63 61 60 71 59 56 49 56 55 52 50 50 48 51 60 59 56 57 62 37 37 38 38 41 66 65 69 67 65 25 27 18 24 24 100 = Strong agreement with statement 50 = Moderate agreement with statement; don't know 0= Strong disagreement with statement *100 = Likely to be a woman 50 = Equally likely to be a man or woman 0 = Likely to be a male ~..a ~ -46- W GOOD C''MON/ FULL TWO TASTIN' TERRIFIC C''MON SURPRISE PICTURE PACKS RESEARCH DEPARTMENT
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FOOTE, CONE & BELDINGI TABLE 5B KENT IMAGE AMONG KENT PROSPECTS GOOD C'M / TASTIN'' TERRIFIC C'MON ON FULL SURPRISE' PICTURE TWO PACKS (INDEX BASE: Kent Prospects) (103) (99) (100) (101) (100) (101) A KENT SMOKER IS... With it 40 41 42 42 44 39 Well informed 57 59 59 61 56 60 Physically active 45 49 50 50 44 49 Community leader 50 50 51 49 51 50 Male/female* 56 53 62 54 55 62 Average age 40 years 38 39 37 39 38 KENT IS A... Leading brand 60' 62 58 59' 58 58 Modern~brand 23 22 21 25 21 25 Index base computation: 100 = Strong agreement with statement 50 = Moderate agreement with~statement; don't know 0= Strong disagreement with statement *100 = Likely to be a woman 50 = Equally likely to be a man or woman 0 = Likely to be a male -47- RESEARCH DEPARTMENT
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FOOTE, CONH & BELDING TABLE 5C KENT'IMAGE AMONG FEMALE SMOKERS GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS (INDEX BASE: Total Female Smokers) (75) (75) (74) (73) (77) (75) A KENT SMOKER IS... With it 46 43 52 44 55 39 Well informed 64 62 65 65 61 66 Physically active 48 55 55 54 53 51 Community leader 49 52 53 50 56 51 Male/female* 61 56 65 62 58 70 ~ Average age 39 years 36 38 36 38 39 KENT IS A... Leading brand 64 60 61 69 62 65 Modern brand 27 24 23 29 27 25 Index base computation: 100 = Strong agreement with statement 50 = Moderate agreement with statement; don't know 0 - Strong disagreement with statement *100 = Likely to be a woman 50 - Equally likely to be a man or woman 0= Likely to be a male c -48- RESEARCNi DEPARTMENT -~ .. ,.
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FOOTE, CONE & BELDING TABLE 5D KENT IMAGE AMONG MALE SMOKERS GOOD C''MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPR'ISE PICTURE PACKS (INDEX BASE: Total Male Smokers) (75) (75) (76) (81) A KENT SMOKER IS... With it 41 48 38 43 Well informed 55 61 55 57 Physically active 48 51 48' 45 Community leader 48 48 48' 48' Male/female* 53 55 57 48 Average age 40 years 38 39 38 KENT IS A... Leading brand 62 65 58 57 Modern brand 20 23 22 16 (77) (76) 36 46 54 61 44 52 44 50 52 54 Index base computation: 100 = Strong agreement with statement 50 = Moderate agreement with~statement; don't know 0 = Strong disagreement with statement *100 = Likely to be a woman ~ 50 = Equally likely to be a man or woman 0 = Likely to be a male C.: C.:. C -49- RESEARCH DEPARTMENT . ~_ . : ,. °- „ <
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TABLE 5E (INDEX BASE: TOTAL SMOKERS 35 And Over) A KENT SMOKER IS... With it Well informed Physically active Community leader Male/female* Average age KENT IS A... Leading brand Modern brand KENT IMAGE AMONG SMOKERS 35 AND OVER GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MOM SURPRISE PICTURE PACKS (74) (70) (63) (81) (77) (68) 44 48 49 46 52 46 65 64 64 64 62 67 54 58 54 54 51 55 50 53 52 50 55 53 62 50 66 54 54 63 40 years 36 38 38 39 39 72 73 63 68 65 67 31 21 28 29 23 35 Index base computation: 100 = Strong agreement with statement 50 = Moderate agreement with statement; don't know 0= Strong disagreement with statement *100 = Likely to be a woman 50 - Equally likely to be a man or woman 0 = Likely to be a male -50L RESEARCH DEPARTMENT _'
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FOOTE, CONE & BELDING TABLE'5F KENT'IMAGE AMONG SMOKERS 18'-34 YEARS OLD GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE' PICTURE PACKS (INDEX BASE: Total Smokers 18-34) (73) (80) (87) (73) (77) (83) A KENT SMOKER IS... With it 42 43 42 40 Well informed 53 60 57 53 Physically active 41 49 51 44 Community leader 47 48 49 48 Male/female* 53 60 58 56 Average age 39 years 38 38 36 KENT IS A... Leading brand 55 54 57 57 Modern brand 16 26 19 14 Index base computation: 37 - 39 57 55 21 16 100 = Strong agreement with statement 50 = Moderate agreement with statement; don't know 0= Strong disagreement with statement *100 = Likely to be a woman 50 = Equally likely to be a man or woman C 0 = Likely to be a male w .. .,.~ ~ -51- RESEARCH DEPARTMENT
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FO©TE, CONE & BELDING TABLE 5G KENT IMAGE AMONG THOSE STOPPING KENT AD (INDEX BASE: Total Stopping Kent Ad) (41) (43) (36) (35) A KENT SMOKER IS... With it 30 44 53 49 Well informed 61 66 68 61 Physically active 43 55 54 56 Community leader 54 55 54 44 Male/female* 49 44 33 46 KENT IS A... Leading brand 62 60 65 59 Modern brand 20 20 35 27 (46) (49) 46 51 61 71 63 59 41 53 49 36 62 64 27 24 Index base computation: 100 = Strong agreement with statement 50 = Moderate agreement with statement; don't know 0 = Strong disagreement with statement *100 = Likely to be a woman 50 = Equally likely to be a man or woman 0= Likely to be a male -52- GOOD C'MON/ FULL TWO TASTIN' TERRIFIC' C'MON SURPRISE PICTURE PACKS RESEARCH DEPARTMENT
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FOOTE; CONE & BELDING TABLE 6 PLAYBACK OF TASTE AND FILTER COPY POINTS (Among Total Respondents) GOOD TASTIN" TERRIFIC C'MOM C'MON/ SURPRISE (INDEX BASE: All Smokers) PLAYBACK AFTER FULL AD EXPOSURE (147) z (150) z (150) x (154) z Total Taste And Filter Mentions 35 39 32 Total Taste Mentions 57 62 47 Total Filter Mentions 54 57 55 "Come For The Filter, You'll Stay For The , Taste 7 9 7 Mentioned Words From Headline 11 23 5 38 55 59. 7 FULL TWO PICTURE PACKS (154) (151) z z 42 54 54 66 67 76 10 14 -53- RESEAACH DEPARTMENT _~
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FOOTE; CONE & BELDING TABLE 7 THE MEANING OF THE TWO PACK VISUAL 1(What Do You Think Kent is Trying to Tell You by Showing Two Packs of Cigarettes in the Ad?) (BASE: Total In Each Group) " TOTAL RECALLING KENT AD* (764) % 1. FILTER (net) 13 Shows filter, filter quality Filters out tar and nicotine 1 All Micronite filter mentions 1 Shows filter, non-filter 5 2. Other filter mentions TASTE, FLAVOR (Net) 5 Shows good tas te , f lavor 2 Mild taste, flavor 1 3. Have double the flavor FILTER AND TASTE (Net) 1 4. TOBACCO (Net) Shows good tobacco blend 2 Shows fresh tobacco 2 Other tobacco mentions 2 5. TAR'& NICOTINE (Net) 4 Less tar and nicotine 2 Less tar 1 Other t&n mentions 1 6. MISCELLANEOUS They want you to buy Kent 2 Other miscellaneous mentions 7 TOTAL "STOPPING AD* (235) ~. 17 7 2 1 6 7 2 3 2 3 2 1 1 4 11 -54- RESEARCH DEPARTMENT 1
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FOOTE, CONE & BELDING TABLE 7 THE MEANING OF THE TWO PACK VISUAL (What Do You Think Kent is Trying to Tell You by Showing Two Packs of Cigarettes in the Ad?) (Continued) (BASE: Total In Each Group) TOTAL RECALLING KENT AD* (764) 7. OTHER INTERPRETATIONS (NET) 53 Shows different lengths 23 Shows regular and menthol 11 Should buy two packs 6 Shows filter, non-filter 5 . Comapres Kent, other brand Other incorrect two pack mentions All other incorrect mentions DON'T'KNOW, DON'T REMEMBER 5 9. NO ANSWER * Questiorn was asked only among those recalling Kent ad on unaided or aided~basis. TOTAL "STOPPING AD* (235) 52 21 .12 3 6 1 10 1 22 -55- RESEARCH DEPAftTMENT .. _, ~ . . ... . _ .. . ~ . _ ~ , ., . . ._ . : \ . .. . ~ a<~c . .,.w~. . . , - . . . ..
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FOOTE, CONE & BELDING ' i THE'MEANING OF THE TWO PACK VISUAL (What Do You Think Kent is Trying to Tell You by Showing Two Packs of Cigarettes in~the Ad?) (Among Total Respondents) TABLE 8 (BASE: Total Respondents) ,: i' GOOD C'MON/ FULL TWO TASTIN' TERRIFIC C'MON SURPRISE PICTURE PACKS (147) (150) (150) (154) (154) (151) x x y z x x 1. FILTER MENTIONS (Net) _5 10 10 Shows filter, filter quality 2 5 7 Filters out tar and nicotine 1 - 1 All Micronite filter mentions - - - Shows filter, non-filter 2 5 2 Other filter mentions 1 1 1 2. TASTE, FLAVOR MENTIONS (Net) 3 5 5 Shows good taste, flavor 2 3 - Mild taste, flavor 1 - 1 Have double the flavor 1 3 3 3. FILTER AND TASTE MENTIONS (Net) 1 1 . TOBACCO MENTIONS (Net) 3 5 5 Shows good tobacco blend 2 1 3 Shows fresh tobacco 1 4 3 Other tobacco mentions - 5. TAR & NICOTINE MENTIONS (Net) - 1 . MISCELLANEOUS They want you to buy Kent 2 2 1 Other miscellaneous mentions 5 5 3 7. OTHER INTERPRETATION (Net) 50 42 45 Shows different lengths 29 20 21 Shows regular and menthol 11 9 12 Should buy two packs 5 5 4 Shows filter, non-filter 2 5 2 Compares Kent, other brand 3 3 2 Other incorrect two pack mentions 4 4 8 All other incorrect mentions 2 1 1 8. DON'T KNOW, DON'T REMEMBER 21 24 20 9. NO ANSWER , 18 19 18 11 9 4 3 1 4 7 1 3 1 1 1 3 2 2 1 4 44 18 12 5 6 1 ~ 4 j ~ .~ 20 W W 23 48 18 7 5 3 3 14 18 9 3 1 11 3 6 3 11 38 11 5 7 21 23 13 -56- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 9A PERFORMANCE OF "JEFF" AND "LOLLV' (Among Total Respondents and These "Stopping Ad) TOTAL RESPONDENTS TOTAL "STOPPING" AD Jeff Lolly Jeff Lolly (BASE'• Total In Each Group) (377) (378) (95) (106) % X x x STOPPING'POWER 25 28 100 100 UNAIDED~BRAND RECALL 66 67 83 82 KENT PURCHASE INTEREST Index Mean 53 53 60 59 Top Two Boxes 36 38 46 49 Definitely Will Buy 18 17 26 23 Probably Will Buy 18 21 20 26 Might or Might Not Buy * 29 28 26 24 Probably Will Not Buy 25 25 22 .20 Definitely Will Not Buy 10 9 6 7 - , , ..r W W r,~ * Includes no answer -57- RESEARCH DEPARTMENT
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FOOTE, CONE,& BELDING -- G TABLE 9B PERFORMANCE OF "JEFF" AND "LOLLY" (Among Kent Smokers And Kent Prospects) KENT SMOKERS Jeff. Lolly (BASE: Total In Each Group) (125) (127) • STOPPING POWER 29 32 UNAIDED BRAND RECALL 74 74 KENT PURCHASE INTEREST Index Mean 75 75 Top Two Boxes 70 69 Definitely Will Buy 47 46 Probably Will Buy 23 23 Might or Might Not Buy 15 18 Probably Will Not Buy 11 9 Definitely Will Not Buy 4 4 KENT PROSPECTS Jeff Lolly (252) (251) 23 26 61 64 41 42 19 22 4 2 15 20 36 33 31 33 14 12 0 w c..~ N , .a w ~ * Includes no answer -'58 RESEARCH DEPARTMENT 1 ~ -t r
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FOOTE; CONE & BELDING TABLE 9C PERFORMANCE OF "JEFF" AND "LOLLY" (Among Total Male And Female Smokers) , 2 MALE SMOKERS Jeff Lolly (BASE: Total In Each Group) (193) x (491) x STOPPING POWER 21 25 UNAIDED~BRAND RECALL 62 61 KENT PURCHASE INTEREST Index Mean 50 51 Top Two Boxes 32 35 Definitely Will Buy 15 15 Probably Will Buy 17 20 Might or Might Not Buy 29 29 Probably Will Not Buy 30 27 Definitely Will Not Buy 9 9 -59- FEMALE SMOKERS Jeff Lolly (184) (187) 30 32 70 74 55 54 40 41 22 18 18 23 28 27 21 22 11 1& RESEARCH DEPARTMENT r;;
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FOOTE, CONE & BELDING TABLE 10 PERFORMANCE OF MALE AND FEMALE VERSIONS OF A J&B SCOTCH AD AMONG MEN' AMONG WOMEN Male Female Version Version (Base: Total in Each Group) (193) X (191) X STOPPING POWER 31 41 UNAIDED J&B RECALL 48 42 -60- Male Version Female Version (184) (187) x X 25 29 44 45 RESEARCH DEPARTMENT 4., , .. ~ . .. ' ~,
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^ (BASE: Total Respondents)* PREFERENCE FOR PICTURED SMOKERS AMONG: (TOP BOX PERCENTAGES) TABLE 11 TOTAL MEN WOMEN SMOKERS SMOKERS KENT KENT SMOKERS SMOKERS SMOKERS 35 AND OLDER UNDER 35 SMOKERS PROSPECTS (906) (459) (446) (429) (473) (302) (604) i x y y x ~ ~ Percent "definitely" preferring to_ see person in KENT advertising or preferring to try person's cigarette brand,... ( A) Lolly 30 26 35 29 32 (EE) Krisden 28 28 28 24 31 ( R) Ann 26 26 26 21 30 ( E) Lolly 25 25 25 23 26 i ( B) McCabe 25 25 25 26 25 rn ~ i ( V) Ingrid 23 23 23 24 23 ( G) McCabe 21 21 21 24 18 ( I) Terry 21 21 21 21 21 ( W) Heather 20 20 20 16 23 (BB) Debbie 20 20 20 23 18 ( M) Jeff 19 19 19 16 22 (CC). Jackie 19 19 19 21 18 ( S) Jeff 18 18 18 16 20 ( Q) Max 17 17 17 17 17 (AA) Carrie 16 16 16 15 17 ( Z) Monique 16 16 16 20 13 '- (DD) Lenore 15 15 15 19 11 - ( U) Zsa Zsa 15 15 15 16 14 sct-t~c~0 39 '26 33 25 32 23 31 21 31 22 27 22 28 17 22 20 23 19 23 19 23 17 22 18 . 25 15 24 14 , 19 15 24 13 18 13 18 13
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^ TABLE 11 PREFERENCE FOR PICTURED SMOKERS AMONG: (TOP BOX PERCENTAGES) (Continued) TOTAL MEN WOMEN SMOKERS SMOKERS KENT KENT SMOKERS SMOKERS SMOKERS 35 AND OLDER UNDER 35 SMOKERS PROSPECTS (BASE: Total Respondents)* (906) (459) -(446)- (429) (473) (302) (604) x x x x x x x ( 0) Stuart 14 14 14 16 11 17 12 ( J) Clarence 14 14 14 14 13 16 13 ( N) Jimmy 14 14 14 16 13 15 14 ( Y) Ellie 13 13 13 15 10 14 12 ( L) Ken 13 13 13 14 11 14 12 ( D) Sierra II 12 12 12 13 10 10 12 ( F) Bruno 12 12 12 15 10 15 15 ( H) Joe 12 12 12 15 9 15 10 ( P) Bill 12 12 12 15 8 16 9 ( C) Dorothea 10 10 10 11 9 8 11 ( T) Sylvia 10 10 10 8 12 10 11 ( K) Jack 10 10 10 12 7 11 9 ( X) Sierra I 9 . 9 9 9 10 11 8 fict'ZZ C f:() / * Percent "definitely" preferring to see person in KENT advertising or preferring . to try person's cigarette brand.
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TABLE 12 PREFERENCE FOR PICTURED SMOKERS AMONG: (MEAN RATING)* TOTAL RESPONDENTS SAW "TWO PACK" AD TWO PACK- TOTAL DIFFERENCE SCORE (BASE: Total Respondents) (906) (151) ( A) Lolly 68 65 -3 (EE) Krisden 60 58 -2 ( R) Ann 64 62 -2 ( E) Lolly 65 63 -2 ( B) McCabe 65 62 -3 ( V) Ingrid 56 53 -3 ( G) McCabe 61 56 -5 ( I) Terry 53 52 -1 ( W) Heather 60 61 +1 (BB) Debbie 58 54 -4 ( M) Jeff 59 53 -6 (CC) Jackie 54 53 -1 ( S) Jeff 55 49 -6 ( Q) Max 56 51 -5 (AA) Carrie 54 51 -3 ( Z) Monique 54 53 -1 (DD) Lenore 48 47 -1 ( U) Zsa Zsa 43 43 , 0 ovtltt-ooc P. 0
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TABLE 12 PREFERENCE FOR PICTURED SMOKERS AMONG: (MEAN RATING)* (Continued) (BASE: Total Respondents) ( 0) Stuart ( J) Clarence ( N) Jimmy ( Y) e Ellie ( L) Ken ( D) Sierra II i ( F) Bruno v. ~ ( H) Joe i ( P) Bill ( C) Dorothea ( T) Sylvia ( K) Jack ( X) Sierra I Ity t, I~ ~:V. U Definitely would = 100 Probably would = 75 Not sure =. 50 Probably would not = 25 Definitely would not = 0 TOTAL RESPONDENTS SAW "TWO PACK" AD TWO PACK- TOTAL DIFFERENCE SCORE (906) (151) 52 50 -2 53 50 -3 47 45 -2 51 51 0 48 47 -1 52 49 -3 52 50 -2 43 39 -4 42 41 -1 45 42 -3 45 45 0 45 41 -4 45 45
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^ TABLE 13 PREFERENCE FOR PICTURED SMOKERS AMONG: (TOP BOX PERCENTAGES) (BASE: Total Respondents)* ( A) Lolly (EE) Krisden ( R) Ann ( E) Lolly ( B) McCabe ( V) Ingrid ( G) McCabe ( I) Terry ( W) Heather (BB) Debbie ( M) Jeff (CC) Jackie ~. ( S) Jeff Q) Max ~ (AA) Carrie ( Z) Monique (DD) Lenore ( U) Zsa Zsa ( 0) Stuart ( J) Clarence ( N) Jimmy ( Y) Ellie ( L) Ken ;( D) Sierra II F) Bruno ( H) Joe ( P) Bill ( C) Dorothea ( T) : Sylvia ( K) Jack ( X) Sierra 1 Total CITIES Smokers Cincy Dallas Denver Paramus 906 (236) (207) (186) . (277) x x x x x BRAND SMOKED MOST OFTEN Kent Marlboro Winston: (132) (150) (114) x x x. 30 36 27 19 36 40 31 31 28 25 23 24 36 32 35 28 26 28 24 18 32 30 31 28 25 22 22 22 31 31 22 22 25 22 24 24 29 36 24 29 23 25 18 23 26 26 24 23 21 24 19 17 21 32 13 27 21 25 22 16 19 19 23 24 20 21 20 16 21 21 19 27 20 19 20 17 25 27 18 18 19 21 20 13 20 23 21 23 19 23 21 14 19 19 20 25 18 21 18 13 20 25 15 18 17 18 16 15 19 23 13 17 16 17 16 11 20 17 15 16 16 19 15 13 18 27 12 19 15 17 14 16 13 17 10 17 15 10 15 12 21 16 19 11 14 14 11 14 15 18 13 18 14 14 14 11 16 17 12 12 14 18 13 13 13 9 18 16 13 15 15 11 10 14 12 14 13 12 17 11 10 14 14 13 12 14 11 10 11 11 0 8 15 12 12 14 11 13 15 15 13' 12 11 14 12 11 17 11 10 12 14 13 10 9 16 9 13 10 10 10 8 11 8 13 11 10 11 14 10 7 10 15 13 10 9 13 7 9 10 13 12 9 10 11 9 8 10 ` 12 . Percent "definitely preferring to see.person in KENT advertising or,preferring'to;try person's
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^ TABLE 14 PREFERENCE FOR PICTURED SMOKERS AMONG: (TOP BOX PERCENTAGES) SMOKING FREQUENCY Heaviest Heavy Regular 120MM (BASE: Total Respondents)* ( A) Lolly . (EE) Krisden ( R) Ann ( E) Lolly ( B) McCabe ( V) Ingrid ( G) McCabe ( I) Terry ( W) Heather (BB) Debbie ( M) Jeff (CC) Jackie ( S) Jeff ( Q) Max (AA) Carrie ( Z) Monique (DD) Lenore ( U) Zsa Zsa ( 0) Stuart ( J) Clarence ( N) Jimmy ( Y) Ellie ( L) Ken ( D) Sierra II ( F) Bruno ( S) Joe ( P) Bill ( C) Dorothea ( T) Sylvia . ( K) Jack ( X) .; Sierra I Ct'VZZOCf:O ` INCOME/EDUCATION Smokers Smokers Smokers Prone Upscale (178) (216) (512) (268) (263) z x x x x 33 27 31 28 30 . 26 28 23 27 28 21 25 26 26 25 28 24 22 20 18 22 20 21 21 20 17 21 24 17 21 22 16 19 22 17 20 17 15 20 17 14 19 22 16 15 20 19 15 19 13 14 18 15 14 12 9 16 15 14 13 17 11 15 14 12 13 15 13 12 14 10 12 11 15 12 14 11 12 13 11 11 12 9 10 11 12 9 10 . 10 9 6 9 10 Stopped Kent KENT RECALL Downscale Ad Unaided Total (242) (250) (615) (776) z z x x 29 28 28 27 26 27 26 25 24 23 21 22 24 25 . ..24 22 19 . 24 16 19 19 22 18 ' .'.25 20 20 22 22 18 17 19 13 23 18 14 22 16 13 22 16 14 19 16 14 . 19 12 15 16 15 14 15 14 16 13 13 8 16 14 12 . 17 18 9 18 15 10 12 11 13 12 13 10 . 13 13 10 18 . 10 10 13 10 13 12 12 9 9 13 10 10 9 7 . 10 . 11 5 12 36 32 31 . 30 27 28 28 28 . 27 26 26 25 30 27 26 24 22 23 21 21 21 22 22 21 20 20 20 18 19 21 22 19 19 20 19 20 20 19 19 19 18 17 16 16 16 17 16 17 17 . 15 15 16 14 15 14 13 14 15 14 14 11 14 14 15 12 12 12 12 12 11 10 11 11 14 13 12 11 12 13 . 12 12 10 . 9 10 10 10 10 8 9 10 10 Percent definitely preferring to see person in KENT advertising or preferring'to'try person's.cigarette brand.-.'
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~ -xABLE 15 PREFERENCE FOR PICTURED SMOKERS AMONG: (TOP BOX PERCENTAGES). . VVt'Zr.P. f;0 DEFINITELY/PROBABLY WILL BUY KENT Kent Smokers (BASE: Total Respondents)* (213) Kent Prospects (128) X X ( A) Lolly (EE) Krisden ( R) Ann ( E) Lolly ( B) McCabe ( V) Ingrid ( G) McCabe ( I) Terry ( W) Heather (BB) Debbie ( M) Jeff (CC) Jackie ( S) Jeff ( Q) Max (AA) Carrie ( Z) Monique (DD) Lenore ( U) Zsa Zsa ( 0) Stuart ( J) Clarence ( N) Jimmy ( Y) Ellie (L) Ken 38 33 31 32 33 28 34, 32 31 33 23 27 30 20 23 27 23 20 26 25 24 23 23 27 28 16 23 16 18 21 23 21 16 27 18 13 19 ' 13 17 20 13 20 14 17 14 16 ( D) Sierra II 11 18 ( F) Bruno 14 12 ( H) Joe 16 16 ( P) Bill 16 14 ( C) Dorothea 9 18 ( T) Sylvia 9 11 ( K) Jack 11 13 ( X) Sierra I 10 9 ; .. . _ , * Percent "definitely" preferring to see person in KENT advertising or.preferring'to try person' cigarette brand.
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FbOTE„ CONE & BEllDING TABLE'16 REASONS FOR LIKING KENT "PERSONALITIES" (Summary) TOTAL RESPONDENTS (906) x PHYSICAL CHARACTERISTICS (Net) - 44 Attractiveness 26 Liveliness, Energy 11 Age 10 Good grooming 7 PERSONALITY CHARACTERISTICS (Net) 45 Cheerful 18 Friendly 12 Sincere 11 Intelligent, Sophisticated 5 Confident, Successful 3 Distinctive looking 1 CIGARETTE-RELATED REASONS (Net) 23 Looks like a smoker 7 Looks like a Kent smoker 5 Look like they'd smoke a good brand 3 Look like they'd smoke my bran& 3 Look like they'd deman&good taste 2 Other mentions 4 -68- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 17 REASONS FOR DISLIKING'KENT "PERSONALITIES" (Summary) TOTAL RESPONDENTS (906) PHYSICAL CHARACTERISTICS (Net) 30 Not attractive 14 Too young, too old 9 Poor grooming 7 Too "radical" 4 PERSONALITY CHARACTERISTICS (net) 26 Not "natural" looking, phony 12 Too conservative Unfriendly 7 CIGARETTE-RELATED REASONS (Net) 26 Look like non-smokers 18 Their brand would be too strong 5 Wouldn't smoke Kent 4 Look like pipe, cigar smokers 2 -69- RESEARCH DEPARTMENT -
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FOOTE, CONE & BELDING TABLE 18A PREFERENCE FOR PICTURED SMOKERS AMONG'TOTAL SMOKERS (BASE: Total Smokers = 906 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea T Sylvia n Jack ~ X Sierra 1 -70- Top Box Bottom Net Box Diff. Index . Mean ' 30 5 +25 28 12 +16 26 8 +18 25 6 +19 25 8 +17 23 14 + 9 21 9 +12 21 18 + 3 20 9 +11 20 10 +10 19 10 + 9 19 15 + 4 18 13 + 5 17 11 + 6 16 10 + 6 16 12 + 4 15 19 -4 15 25 -10 14 12 + 2 14 13 + 1 14 23 - 9 13 13 13 18 12 11 + 1 12 14 - 2 12 23 -11 O 12 23 -11 ~ 10 18 - 8 10 19 - 9 H+ 10 19 - 9~' 9 16 - 7~ RESEARCH DEPARTMENT _~ 68 60 64 65 65 56 61 53 60 58 59 54 55 56 54 54 48 43 52 53 47 51 48 52 52 43 42 45 45 45 45
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FOOTE, CONE & BELDING. TABLE 18B PREFERENCE FOR PICTURED SMOKERS AMONG KENT SMOKERS Top Bottom Net Box Box Diff. (BASE: Total Kent Smokers = 302 - 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette_brand,... A Lolly EE Krisden R Ann E Lolly B McCabe G McCabe V Ingrid S Jeff Z Monique Q Max W Heather BB Debbie M Jeff I Terry CC Jackie AA Carrie DD Lenore U Zsa Zsa 0 Stuart J Clarence P Bill N Jimmy F Bruno H Joe Y Ellie L Ken K Jack X Sierra I D Sierra II T Sylvia C Dorothea 39 4 +35 73 33 15 +18 62 32 8 +24 67 31 7 +24 68 31 9 +22 66 28 8 +20 65 27 19 + 8 56 25 14 +11 58 24 12 +12 59 24 9 +15 62 23 10~ +13 61 23 11 +12 58 23 11 +12 59 22 19 + 3 54 22 19 + 3 52 19 11 + 8 54 18 23 - 5 48 18 30 -12 43 17 14 + 3 53 16 12 + 4 58 16 22 - 6 47 15 23 - 8 47 15 16 - 1 53 15 25 -10 44 14 14 - 52 14 19 - 5 49 11 25 -14 ~ 42 11 22 -11 ~% 43 10 13 - 3~ 51 10 26 -16 N 40 8 24 . -16 ~+ 41 ., Ob -71- , RESEARCH DEPARTMENT
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BLE I8C PREFERENCE FOR PICTURED SMOKERS AMONG PROSPECTIVE KENT SMOKERS' (BASE: Total Kent Prospects - 604 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann B McCabe V Ingrid E Lolly I Terry W Heather BB Debbie CC Jackie G McCabe M Jeff S Jeff AA Carrie Q Max N Jimmy Z Monique DD Lenore U Zsa Zsa J Clarence 0 Stuart Y Ellie .L Ken D Sierra II F Bruno C Dorothea T Sylvia H Joe P Bill K Jack X Sierra I -72- RESEARCH DEPARTMENT ; - Box Box Diff. Mean"`* Top Bottom Net `Index 26 5 +21 66 25 10 +15 59 23 7 +16 63 22 7 +15 64 22 12 +10 57 21 5 +16 63 20 17 + 3 53 19 8 +11 . 59 19 9 +10 58 18 12 + 6 54 17 9 + 8 59 17 10 + 7 59 15 13 + 2 53 15 10 + 5 54 14 12 +2 52- 14 22 - 8 47 13 12 + 1 52 13 17 - 4 47 13 23 -10 43 13 14 - 1 51 12 12 - 52 12 12 - 51 12 17 - 5 48 12 9 +3 53 11 13 - 2 51 11 15 - 4 48 11 16 - 5 48 10 22 . -12 0 43 9 24 -15 W 40 9 16 - 7 W 46 8 14 - 6 ~ 46 .y to:: ;
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TABLE 18D PREFERENCE FOR PICTURED SMOKERS AMONG FEMALE SMOKERS Top Bottom Net Box Box (BASE: Total Female Smokers = 446 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... Diff. A Lolly ` 35 5 +30 EE Krisden 28 15 +13 R Ann 26 8 +18 E Lolly 25 6 +19 B McCabe 25 7 +18 V Ingrid 23 18 + 5 G McCabe 21 8 +13 I Terry 21 18 + 3 W Heather 20 9 +11 BB Debbie 20 11 + 9 M Jeff 19 10 + 9 CC Jackie 19 15 + 4 S Jeff 18 13 + 5 Q Max 17 11 + 6 AA Carrie 16 12 + 4 Z Monique 16 12 + 4 DD Lenore ,15 17 - 2 U Zsa Zsa 15 34 -19 0 Stuart 14 12 + 2 J Clarence 14 13 + 1 N Jimmy 14 29 -15 Y Ellie 13 15 - 2 L Ken 13 22 - 9 D Sierra II 12 12 - F Bruno 12 16 - 4 H Joe 12 27 -15 P Bill 12 26 -14 ~ C Dorothea 10 19 - 9 T Sylvia 10 22 -12 G? K Jack 10 22 -12 N X Sierra I 9 18 - 9:.+ t!'I -73- Index Mean 72 58 66 66 67 51 64 54 62 59 60 55 56 60 53 54 52 36 53 54 43 51 44 52 51 41 41 45 43 41 4 7 RESEARCH DEPARTMENT r
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FOOTE, CONE & BELDING TABLE 18E PREFERENCE FOR PICTURED SMOKERS AMONG MALE SMOKERS (BASE: Total Male Smokers - 459 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette bran&.... EE Krisden A Lolly R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea T' Sylvia K Jack X Sierra I Top Bottom Net Index Box Box Diff.' Mean' 28 9 +19 63 26 5 +21 64 26 7 +19 63 25 6 +19 64 25 8 +17 63 23 11 +12 61 21 9 +12 58 21 17 + 4 53 20 9 +11 58 20 9 +11 58 19 10 + 9 58 19 14 + 5 53 18 13 + 5 54 17 11 + 6 51 16 9 + 7 55 16 12 + 4 54 15 20 - 5 43 15 16 - 1 51 14 13 + 1 51 14 14 - 52 14 16 - 2 51 13 11 + 2 51 13 14 - 1 52 12 9 + 3 52 12 12 - 52 12 19 - 7 46 12 21 - 9 43 10 17 - 7 ~ 46 10 16 - 6 W 47 10 15 - 5 Iti` 48 9 15 - 9 44 ,.. . G1 -74- RESEARCH DEPARTMENT
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TABLE 18F PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS 35 OR OLDER (BASE: Total Smokers 35 or Older = 429 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand... A Lolly 29 -6 +23 66 B McCabe 26 6 +20 66 EE Krisden 24 13 +11 57 V Ingrid 24 13 +11 57 G McCabe 24 8 +16 63 E Lolly 23 7 +16 62 BB Debb ie 23 11 +12 58 R Ann 21 9 +12 60 I Terry 21 16 + 5 53 CC Jackie 21 11 +10 56 Z Monique 20 10 +10 58 DD Lenore 19 14 + 5 54_ Q Max 17 11 + 6 55 W Heather 16 10 + 6 57 M Jeff 16 12 + 4 55 S Jeff 16 15 + 1 ` 52 U Zsa Zsa 16 23 - 7 45 0 Stuart 16 11 + 5 55 N Jimmy 16 20 - 4 48 AA Carrie 15 11 + 4 52 Y Ellie 15 12 + 3 53 F Bruno 15 15 - 53 H Joe 15 19 - 4 49 P Bill - 15 18 - 3 48 J Clarence -14 13 + 1 53 L Ken 14 19 - 5 49 D Sierra II 13 10 + 3~ 53 K Jack 12 18 - 6 47 C Dorothea 11 16 - 5 rJ 48 X Sierra I 9 14 - 5O-A 46 T Sylvia 8 21 -13 42 N -75- RESEARCH DEPARTMENT
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TABLE 18G PREFERENCE FOR PICTURED SMOKERS AMONG'SMOKERS 18-34 (BASE: Tbtal Smokers 18-34 - 473 - 100%) Top Bottom Net Box Index Mean Percent "definitely" preferring to see person in : KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe r V Ingrid W Heather M Jeff I Terry S Jeff G McCabe BB Debbie CC Jackie Q Max AA Carrie U Zsa Zsa Z Monique J Clarence N Jimmy T. Sylvia DD Lenore 0 Stuart L Ken Y Ellie D Sierra II F' Bruno X Sierra I H Joe C Dorothea P Bill K Jack -76- 32 Box Diff. 31 30 26 25 23 15 + 8 56 23 7 +16 63 22 8 +14 62 21 19 + 2 54 20 12 + 8 58 18 9 + 9 58 18 10 + 8 ~59 18 18 - 52 17 11 + 6 56 17 10 + 7 56 14 26 -12 42 13 13 - 50 13 14 - 1 53 13 25 -12 46 12 17 - 5 48 11 23 -12 42 11 13 - 2 50 11 16 - 5 48' 10 14 - 4 49 10 11 - 1 51 10 14 - 4 W 51 10 19 - 9 cj 44 .9 27 -18 N 38 9 20 -11 ~ 43 8 28 -20 Lj 38 7 20 -13 ~ 43 ' RESEARCH DEPARTMENT--- -
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TABLE 18H PREFERENCE FOR PICTURED SMOKERS (Among Kent Smokers With Favorable Purchase Interest) Top Bottom Net Index Box Box Diff. Mean' (BASE: Total Kent Smokers With Favorable Purchase Interest = 213 = 100%) Percent "definitely" preferring to see person~in KENT advertising or preferring to try person's cigarette brand.... __ A Lolly 38 EE Krisden 33 R Ann 31 E Lolly 32 B McCabe 33 V Ingrid 28 G McCabe 30 I Terry 23 W Heather 23 BB Debbie 26 M Jeff 24 CC Jackie 23 S Jeff 28 Q Max 23 AA Carrie .18 Z Monique 23 DD Lenore 16 U Zsa Zsa 18 0 Stuart 19 J Clarence 17 N Jimmy 13 Y Ellie 14 L Ken 14 D Sierra II 11 F Bruno 14 H Joe 16 P Bill 16 C Dorothea 9 T Sylvia 9 K Jack 11 X Sierra 10 -77- 4 +34 17 +16 8 +23 7 +25 9 +24 18 +10 9 +21 16 + 7 11 +12 11 +15 12 +12 20 + 3 15 +13 9 +14 14 + 4 11 +12 24 - 8 26 - 8 14 + 5 12 + 5 24 -11 14 - 18 - 4 73 62 67 70 69 58 65 56 61 60 60 52 59 62 52 60 47 46 55 58 47 53 50 12 - 1 51 16 - 2 53 24 - 8 46 19 - 3 0 49 24 -15 w 42 22 -13 iV 41 24 -13 ~ 43 19 - 9 v-j 44 f RESEARCH DEPARTMENT
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(BASE: Total From Cincinnati - 236 - 100%) KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E' Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie . Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea T Sylvia K Jack X Sierra I Top Bott= Net Box Box Diff. 36 5 25 13 28 7 22 6 22 7 23 14 24 6 25 14 21 9 19 9 21 10 23 13 21 10 18 9 17 11 19 12 17 18 10 29 14 . 10 14 12 18 20 15 11 12 17 14 11 12 ' 14 11 20 14 21 10 20 11 . 17 9 17 10 19 Index Mean +31 71 +12 58 +21 64 +16 62 +15 63 56 64 56 58 56 +11 59 +10 55 +11 57 + 9 59 + 6 54 + 7 54 - 1 48 -19 39 + 4 53 + 2 54 - 2 48 + 4 53 - 5 47 + 3 50 - 2 51 - 9 . 44 - 7 45 -10 O 43 - 6 G% 45 - 8 ~ 45 - 9~.a 42 ,~A CJt TABLE'18I'PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS FROM CINCINNATI -78- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING TABLE 18J PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS FROM DALLAS (BASE: Total from Dallas = 207 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's ci arette brand.... Top Bottom Net Index Box Box Diff. _-. Mean` ' 66 A Lolly 27 4 +23 EE Krisden 23 -9 +14 R Ann 24 8 +16 E Lolly 22 6 +16 B McCabe 24 +16 V Ingrid 18 11 + 7 G McCabe 19 8 . +11 I Terry 22 19 + 3 W Heather 20 9 +11 BB Debbie 20 10 +10 M Jeff 20 11 + 9 CC Jackie 21 14 + 7 S Jeff 18 16 + 2 Q Max 16 10 + 6 AA Carrie 16 7 + 9 Z Monique 15 8' + 7 DD Lenore 14' 18 -4 U Zsa Zsa 15 18' - 3 0 Stuart 11 13 - 1 J Clarence 14 18 - 4 N Jimmy 13 22 - 9 Y Ellie 15 12 + 3 L Ken 17 16 + 1 D Sierra II 11 11 - F Bruno 14 13 + 1 H Joe 14 18 - 4 P Bill 13 20 - 7 C Dorothea 10 16 - 6 T Sylvia 14 19 - 5 K Jack 13 16 - 3 X Sierra I 11 14 -3 -79- 60 62 63 65 57 61 52 59 59 59 .54 53 51 56 56 46 47 52 49 47 54 52 53 52 49 46 47 47 = 47 w:48 iV N
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TABLE 18K PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS FROM DENVER Top Bottom Net Index Box Box Diff. Mean (BASE: Total Smokers - 906 6 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's ci~arette brand.... A Lolly 19 EE Krisden 24 R Ann 18 E Lolly 22 B McCabe 24 V Ingrid 23 G McCabe 17 I Terry 16 W' Heather 16 BB Debbie 17 M Jeff 13 CC Jackie 14 S Jeff 13 Q Max 15 AA Carrie 11 Z Monique 13. DD Lenore 16 U Zsa Zsa 12 0 Stuart 14 J Clarence 11 N Jimmy 13 Y Ellie 11 L Kem 11 D Sierra II 10 F Bruno 11 H Joe 12 P Bill 10 C Dorothea 8 T Sylvia 10 j K Jack 7. X Sierra I 9 5 +14 14 +10 7 +11 5 +17 9 +15 13 +10 7 +10 19 - 3 9 + 7 10 + 7 8 + 5 15 - 1 12 + 1 10 + 5 10 + 1 12 + 1 18 - 2 27 -15 13 + 1 11 - 22 - 9 11 + 0 16 - 5 9 +1 12 - 1 20 - 8 22 -12 9 - 1 ~ 15 - 5 tj 16 - 9 ~ 17 - 8 !~ `.. C.rt 66 '•57 61 65 64 57 59 50 60 58 59 51 54 56 52 54 50 42 51 53 48 50 49 53 53 46 43 53 47 44 -45 ~ '.. . -80- RESEARCH DEPARTMENT
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TABLE 18L PREFERENCE'FOR PICTURED SMOKERS AMONG SMOKERS FROKPARAMUS (BASE: Total From Paramus = 277 @ 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand..._ A Lolly EE' Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB' Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C' Dorothea T' Sylvia K Jack X Sierra I Top Box Bottom Box 36 5 36 12 32 8 31 6 29 7 26 17 21 12 19 18 21 8 25 11 20 11 .19 16 20 14 19 13 20 12 18 14 13 21 21 26 15 14 16 12 13 26 10 16 10 21 11 11 13 16 11 31 9 29 11 11 7 24 9 24 8 16 Net Diff. Index Mean +31 70 +24 63 +24 67 +25 69 +22 67 + 9 56 + 9 58 + 1 54 +13 62 +14 60 + 9 58 + 3 54 + 6 56 + 6 56 + 8 55 + 4 53 - 8 46 - 5 45 + 1 52 " + 4 55 -13 45 - 6 48 -11 45 - 53 - 3 52 -20 38 -20 37 - 53 -17 C 42 -15 W,* 42 - 8 N 46 1-+ Z+ WZ. -81- RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING -z -.-~ TABLE 18M PREFERENCE FOR PICTURED SMOKERS AMONG UPSCALE SMOKERS .,: Top Bottom , Net Index Box Box Diff. Mean' (BASE: Total Upscale Smokers - 263 = 100%) Percent "definitely" preferring to see person in KENT'advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff • Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea T Sylvia K Jack X Sierra I -82- 28 26 25 21 25 19 19 18 20 18 13 14 13 14 14 15 14 16 8 12 9 10 13 10 10 10 13 9 10 7 5 18 + 1 52 10 + 9 59 21 - 3 50 11 + 9 59 12 + 6 56 11 + 2 55 16 - 2 50 15 - 2 51 13 + 1 52 11 + 3 50 13 + 2 53 20 - 6 47 26 -10 42 13 - 5 48 14 - 2 53 25 -16 43. 12 - 2 49 17 - 4 48 10 - 50 15 - 5 50 25 -15 = 42 23 -10 w 43 17 - 8 ~.~ 45 22 -12 l~+ 42 23 -16 Z," 41 17 -12 42 RESEARCH DEPARTMENT •~
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FOOTE, CONE & BELDING AMONG'DOWNSCALE SMOKERS (BASE: Total Downscale Smokers = 242 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea T Sylvia K Jack X Sierra I -83- Top Bottom Net Box Box Diff. 28 27 24 22 24 24 10 19 6 25 16 22 8' 17 7 23 7 22 9 22 10 19 9 19 6 16 11 15 16 13 21 16 10 17 14 18 19 12 8 .12 15 13 9 18 11 13 19 12 24 9 13 10 14 10 14 12 14 i{ Index Mean +25 69 +16 61 +17 64 +17 66 +17 63 +14 60 +13 61 + 9 58 +14 59 +10 60 +16 63 +13 60 +12 59 +1& 58 +13 59 + 5 56 - 1 49 - 8 46 + 6 56 + 3 53 - 1 53 + 4 55 - 3 50 + 4 55 + 7 56 - 6 = , 46 -12 43 - 4 ~ 46 - 4 ~y 48 - 4 48 - 2 1148 _ RESEARCH DEPARTMENT TABLE 18N PREFERENCE FOR PICTURED SMOKERS
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a FOOTE, CONE & BELDING C TABLE 180 PREFERENCE FOR PICTURED SMOKERS AMONG'HEAVIEST SMOKERS Top Box (BASE: Total Heaviest Smokers = 178 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly 33 EE Krisden 28 R Ann 28' E Lolly 28 B McCabe 26. V Ingrid 28 G McCabe 20 I Terry 20 W Heather 20 BB Debbie 24 M Jeff 22 CC Jackie 22 S Jeff 17 Q Max 17 AA Carrie 22 Z Monique 20 DD Lenore 19 U Zsa Zsa 18 0 Stuart 12 J Clarence 15 N Jimmy 17 Y Ellie 14 L Ken 15 D Sierra II 14 F Bruno 11 H Joe 14 P Bill 13 C Dorothea 12 T Sylvia 11 K Jack 10 X Sierra I - 6 ~ '-84- Bottom Net . Index Box Diff. Mean 6 _ +27 10 +18 9 +19 8 +20 10 +16 11 +17 8 +12 21 - 1 9 +11 +15 10 +12 15 + 7 15 + 2 14 + 3 8 +14 12 + 8 21 - 2 21 - 3 14 - 2 13 + 2 20 - 3 12 + 2 16 - 1 12 + 2 16 - 5 21 - 7 20 - 7 21 -9 23 -12 18 - 8 19 -13 :,67 62 64 63 65 60 62 51 58 62 59 54 54 51 58 57 50 46 54 53 , 49 50 52 53 50 ~ 48 ~ 45 C3 45 N 44 45 '.n 42 N RESEARCH DEPARTMENT
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FOOTE, CONE & BELDING _ TABLE 18P PREFERENCE FOR PICTURED SMOKERS AMONG HEAVY SMOKERS (BASE: Total Heavy Smokers = 216 - 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand..,. Top Bottom Net Box Box Diff. Index % Mean A Lolly 27 6 +21 66 EE Krisden ., 30 14 +16 60 R Ann . 23 8 +15 61 E Lolly 21 6 +15 63 B McCabe 26 6 +20 65 V Ingrid 24 14 +10 58 G McCabe 18 10 + 8 59 I Terry 21 16 + 5 55 W Heather 17 9 + 8 60 BB Debbie 17 9 + 8 57 ~ C M Jeff 16 14 + 2 56 CC Jackie 17 13 + 4 52 S Jeff 15 13 + 2 53 Q Max 14 12 + 2 53 AA Carrie 16 11 + 5 55 Z Monique 19 13 + 6 53 DD Lenore 13 19 - 6 45 U Zsa Zsa 15 24 - 9 45 0 Stuart 9 12 - 3 48 J Clarence . 14 12 + 2 52 N Jimmy 11 22 -11 44 Y Ellie 12 11 + 1 52 L Ken 13 16 - 3 49 D Sierra II 10 11 - 1 51 F Bruno 15 16 - 1 54 H Joe 11 24 -13 42 P Bill 11 26 -15 41 C Dorothea 9 20 -11 44 T Sylvia 12 18 - 6 W 47 K Jack 10 19 - 9,r.,7 45 X Sierra I 9 17 - 8t,' ' .44 -85- ~ , RESEARCH DEPARTMENT
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t FOOTE, CONE & BELDING Cf TABLE 18Q PREFERENCE FOR PICTURED SMOKERS AMONG REGULAR SMOKERS Top Bottom Net Box Box Diff. (BASE: Total Regular Smokers = 512 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly ` EE Krisden R Ann E Lolly . B McCabe V Ingrid G McCabe I Terry W Heather - BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno -H Joe P Bill C Dorothea T Sylvia K Jack X Sierra I -86- 31 26 2 7 . 25 25 22 22 21 21 21 19 20 20 19 15 15 14 14 16 13 15 13 12 12 12 12 11 10 9 9 10 c. Index Mean 69 59 65 66 65 15 + 7 54 8 +14 61 17 + 4 54. 9 +12 60 11 +10 58 9 +10 60 15 + 5 54 13 + 7 56 9 +10 58 11 + 4 53 11 + 4 53 18 - 4 48 27 -13 48 12 + 4 53 14 - 1 53 24 - 9 47 14 - 1 51 19 - 7 46 10 + 2 52 12 - 52 24 -12 43 24 -13 42 16 - 6 0 46 18 - 9~% 45 19 -10 ~ 44 16 - 6 ia 46 ~+ C!~ RESEARCH! DEPARTMENT
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TABLE 18S PREFERENCE FOR PICTURED SMOKERS AMONG PEOPLE WHO SMOKE MARLBORO MOST OFTEN (BASE: Total Smoke Marlboro Most Of ten = 150 = 100%) Percent "definitely"'preferring to see person in KENT advertising or preferring to try person's ,garette brand.... ci A EE R E B V G .I W BB M CC S Q AA Z DD U 0 J N Y L Lolly 31 4 Krisden 35 12 Ann 31 7 Lolly 22 6 McCabe 24 5 Ingrid 24 10 McCabe 13 9 Terry 23 13 Heather 19 8 Debbie 18 Jeff 21 9 Jackie 20 12 Jeff 15 11 Max 13 9 Carrie 13 9 Monique 12 12 Lenore 10 22 Zsa Zsa 19 21 Stuart `13 11 Clarence 12 11 Jimmy 18 17 Ellie 12 14 Ken 14 13 Sierra II 8 13 Bruno 15 9 Joe 11 25 Bill 9 29 Dorothea 13 20 Sylvia 15 19 Jack 13 15 Sierra I 12 18 -88- +27 68 +23 61'.. +24 66 +16 62 +19 65 +12 + 8 +4 + 4 +4 -12 - 2 + 2 + 1 . + 1 - 2 + 1 - 5 + 6 ~: -14 W -20 r, - 7 ~ - 4 ~ - 2 ~ - 6 41 46 53 53 53 50 52 50 5 3 40 40 47 51 49 .45 RESEARCH DEPARTMENT . . ~. . . . . , . . _ - . . . . • . . ~'1. . . . ~ . ,. T ,. ~.,_ ..
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TABLE 18T PREFERENCE FOR PICTURED SMOKERS' AMONG PEOPLE WHO SMOKE WINSTON MOST OFTEN, (BASE: Total Smoke Winston Most Often = 114 - 100%) Percent "definitely" preferring to see person im KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC' Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken .D Sierra II F Bruno H Joe P Bill C' Dorothea T Sylvia K Jack X Sierra I Top Bottom . Net ; ;'!Index Box Box Diff. Mean 23 12 +11 ' 58 27 5 +22 66 24 18 +6 '51 27 5 +22 65 18 11 + 7 58 23 8 +15 . 62 25 11 +14 59 18 12 + 6 56 17 7 +10 ~.57 16 7 + 9 59 19 5 +14 58 17 13 + 4 : .51 11 19 - 8 '45 18 8 +10 57 12 11 + 1 54 16 22 - 6 52 14 10 + 4 55 13 11 + 2 53 15 5 +10 56 13 9 + 4 56 10 15 - 5 49 13 20 - 7 W 46 11 10 + 1 W 49 13 13 48 12 11 +1 `50 ~.w 8 11 - 3 C~ 48 cd't
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TABLE 18U PREFERENCE FOR PICTURED SMOKERS AMONG PEOPLE PRONE TO SMOKE'120 MM (BASE: Total Prone to Smoke 12 W = 268 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.._. A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken D Sierra II F Bruno H Joe P Bill C Dorothea ~ Sylvia K Jack X Sierra I -90- Top Box Bottom Box 29 10 29 5 26 7 23 5 24 7 22 11 16 10 22 15 20 7 22 8' 19 10 18 13 16 12 16 10 16 10 12 13 15 17 14 22 13 11 14 13 18 20 15 12 11 18 13 9 13 13 10 25 10 25 12 15 13 16 9 14 11 10 Net Diff. +17 61 +24 68 +19 66 +18 66 +17 65. +11 59 + 6 59 + 7 57 +13 63 +14 62 + 9 60 + 5 56 + 4 56 + 6 57 + 6 56 - 1 `: 53 - 2 50 - 8 45 + 2 52 + 1 53 - 2 49 + 3 53 - 7 48 + 4 55 - 53 -15 42 -15 40 - 3~ 51 - 3~ 52 - 5 r+ 47 + 1 N+ 51 , RESEARCH DEPARTMENT ' , . .. °L~~ ._.,. . . .. ~. ~ ~. .. ,r~; ... . ~ ~ . . . _ .: - ' , ~ A
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TABLE 18V PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS WHO STOPPED KENT AD Top Bottom Net Box Box Diff. (BASE: Total Stopped Kent Ad = 250 - 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette_ brand.... A Lo l ly 36 3 EE Krisden 30 10 R Ann 28 6 E Lolly 26 6 B McCabe 30 6 V Ingrid 24 14 G McCabe 21 8 I Terry 22 17 W Heather 20 10 BB Debbie 18 11 M Jeff 22 10 CC Jackie 20 17 S Jeff 20 11 Q Max . 19 10 AA Carrie 16 10 Z Monique 17 9 DD Lenore 17 20 U Zsa Zsa 16 23 0 Stuart 14 10 J~ Clarence 15 12 N Jimmy 11 24 Y Ellie 15 11 L Ken 12 16 D Sierra II 11 10 F Bruno 11 14 H Joe 12 28 P Bill 13 22 C Dorothea 10 19 T Sylvia 10 19 K Jack 8 19 X Sierra I 10 19 + 3 +20 Index ' Mean +22 67 +20 65 +24 69 +10 57 +13 63 + 5 55 +10 60 + 7 58 +12 60 + 3 53 + 9 56 + 9 57 + 6 53 + 8 55 - 3 46 - 7 46 + 4 53 + 3 54 -13 45 + 4 52 -.4 47 + 1 52 - 3 52 -16 42 - 9 44 - 9~ 44 - 9 W 44 -11 tW , 45 r - 9~ 43 -91- : ; . . ~., . ., .; _. RESEARCH DEPARTMENT FOOTE, CONE & BEIIDING -~
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TABLE 18W PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS WHO RECALLED KENT AD UNAIDED .QD.:. -92- _RESEARCH DEPARTMENT ~ Top Bottom Net ; Index Box Box Diff. _ Mean"~".4~ (BASE: Total Recalled Kent Ad Unaided = 615 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... .A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U! Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L Ken K Jack 9 21 -12 h+ 43 X Sierra I 8 18 -10 Z' 44 H P C T 32 4 .27 12 28 8 26 5 27 7 19 10 + 9 , 57: 122 17 + 5 . 54 20 9 +11 60 21 9 +12 61 22 - 15 + 7 55 15 20 - 5 47 14 27 -13 42 13 12 + 1 52 14 13 + 1 54 14 24 -10 46 12 13 - 1 50 12 18 - 6 47 Sierra II 10 11 - 1 51 Bruno 14 14 - 53 Joe 11 25 -14 42 Bill 12 23 -11 O 43 Dorothea 9 19 -10 W'44 Sylvia 10 19 - 9 ~ 44 ~"!.
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TABLE 18X PREFERENCE FOR PICTURED SMOKERS AMONG SMOKERS WHO RECALLED KENT AD (BASE: Total Recalled Kent Ad = 776 = 100%) Percent "definitely" preferring to see person in KENT advertising or preferring to try person's cigarette brand.... A Lolly EE Krisden R Ann E Lolly B McCabe V Ingrid G McCabe I Terry W Heather BB Debbie M Jeff CC Jackie S Jeff Q Max AA Carrie Z Monique DD Lenore U Zsa Zsa 0 Stuart J Clarence N Jimmy Y Ellie L_ Ken D Sierra II F Bruno H Joe P Bill C Dorothea T Sylvia K Jack X Sierra I 31 4 +27 .69 28 12 +16 60 27 7 +20 63 25 6 +19 65 ~ 26 8 +18 65 T 23 15 + 8 56 21 9 +12 61 21 18 + 3 53 20 9 +11 60 21 9 +12 `59 19 10 + 9 59 20 15 + 5 54 19 13 + 6 55 17 31 + 6 56 16 11 + 5 54 17 12 + 5 54 15 20 - 5 48 15 26 -11 43 14 12 + 2 53 14 13 + 1 53 14 . 23 - 9 47 12 12 - 51 12 18 - 6 48 11 11 - 52 13 14 - 1 52 12 24 -12 43 12 24 -12 ~Z43 10 18 = 8 W45 10 19 - 9 N 45 10 19 - 9 0+44 9 17 - 8 ';A45 ~ . -9~- ,,;,,,;.... ,.._.. RESEARCH DEPARTMENT .q ': _ r':f',
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COMFUTATION OF INDEX MEANS Index Means describe the "average smoker's" feelings about An index mean is a "weighted average"which transforms the five-point (1-5) attitude scales used in this study to a 0-100 scale. The transformation makes the findings more easily Index menas are computed using the following weights for each scale point: Response Category Scale Value Index Weight Agree strongly 5 100 Agree somewhat 4 75 Don't Know/no answer 3 50 Disagree somewhat 2 25 Disagree strongly 1 0 -94- < - ,..,. .. RESEARCH DEPARTMENT
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MPI QUICK FACTS, INC. JOB #51'1-07-75 (212)4'21-7040 AUGUST 1975 77G LEXINGTON AVENUE CLIENT #'4310-A'B-025 NEW YORK, NEW , YORK 1i002'1 LD# --- 5541/12/75 .STOPPING POWER (SCREENER) • Hello. I'm from MPI QUICK FACTS, INC., a national market-ing research company. we are conducting a market research survey on several consumer products that many (women)(men) use rather frequently. following products: (CIRCLE BELOW) OR' NO'f Now, I'd like to ask you if you, yourself, use each of the (SIGHT SCREEN FOR RESPONDENT'S 11HO ARE BETWEEN 21 AND 55 YEARS OF' AGE. IF IN' DOUBT', ASK YOUNG PEOPLE WHETHER THEY ARE UNDER ~1 R 21 ti:]D OVE : ASX OLDE E OVER 55 YFARS OPLF d)) e) 3a. What is your regular brand of cigarettes -- that is, the one brand you now smoke most often? • ~ b) 10-29 ('ABOUT'A PACKJ -------------------- 2 c) 21-30 (1 1/2 PACKS)-------------- -------- 3. d) 31-40' (ABOUT'2 P?CKS A DA'Y)------------- 4 e) 40+ (OVER 2 PACKS A DAY) ---------------- 5 .a) LESS THAN 10~ (1/2 PACK OR LESS)------- ~ (TERMINATE & RECORD -• ON' TALLY SHELT) YES NO COLD BREAKFAST CEREALS ------ (7) 1 (8) 1 BOTTLED OR CANNED BEER OR'ALE------------------------- 2 TIME STARTED: 1)BLANK ( 2-5 ) RESPONDENT I . D. (6)1 CARD ;1 • 2 CIGARETTES---------------------- 3 Q (TERMINATE & R:CORD ON TALLY SHEET')' HAVE YOU EVER RENTED A CAR?----- 4 4l(ASK ENTIRE DO YOU HAVE A MASTER CHARGE • r QUESTION BEFO RE OR'BANK A•~fERICARD?'------------- 5 5 J TERMINATING) 2. I"m asking di~fferent people about different products and would like to speak with you about cigarettes. In an average day, approximately how many cigarettes do you, yourself, smoke? (CIRCLE ONE), (9) (10) ('ll) 3b. In addition to (INSERT BRAND JUST MENTIONED), what other brands of cigarettes, if any, have you, yourself, smoked during the past three months? (12) (13) (IF "KENT" IN Q.3a OR 3b,, CHECK QUOTA SHEET AND SKIP TO Q'.5a), VALIDATION!CONTROL.#'
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4. Now, suppose your regular brand weren't available and you wanted to smoke another brand of cigarettes. As I mention some different brands, please tell me which one statemene on this card (HAND CARD #1) best describes how likely you would be to try each. First, how about ... (READ EACH BRAND, ONE AT A TIME, RECORDING AN ANSWER BEFORE PROCEEDING TO THE NEXT BRAND. DO NOT READ A BRAND IF'IT IS THE RESPONDENT'S REGULAR BRAND IN Q. 3a. f START WITH DEFI- NITELY WOULD ( ] BENSON & HEDGES---(14)13 [ ] CAPRZ------------- (15)'3 [ ] KENT-------------- (16)3 [ ] LONG JOHN--------- (17)3 I l MARLBORO---------- (18)3 [' I MAX--------------- (19)3 [' ] MORE-------- ------ (20)3 (' ] PARLIAMENT-------- (21) 3 [] SARATOGA---------- (22)3' [ j TRUE------ -------- (23)3' ( J WINSTON----------- (24)3' POSSI- NEVER BLY WOULD HEARD DON'T WOULD NOT OF KNOW 2 1 0 x 2 0 x 2 I 1 0 X I 2 1 0 x 2 1 0 x 2 1 0 X 2 1 0 X 2 1 0 X 2 1 0 X 2 1 0 X 2 1 0 X (TERMINATE & RECORD ON TALLY SHEET ASK THROUGH MARLBORO BEFORE TERMINATING) (IF RESPONDENT QUALIFIES, INVITE HIM/HER IN TO SEE THE SLIDES)' C
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MPIi QUICK FACTS, INC. JOB #'511'-07-75 770 LEXINGTON AVENUE NEW'YORK, NEW YORK 10021 CLIENT #'4'3'10-AB'-025 LD#--- 5541/12/75 (212)421-7040 STOPPING POWER MAIN QUESTIONNAIRE) BRIGHTEST PART OF THE'SCREEN IS IN THE'APPROXIMATE CENTER OF' TH'E'SCREEN. SHE SHOULD BE ABOUT 10-12 INCHES FROM THE'SCREEN WHERE SHE CAN CLEARLY SEE THE ADS. SWITCH OFF THE'PROJECTOR, AUGUST'1975 ~ 5a. (ASK RESPONDENT TO BE SEATED IN FRONT OF THE VIEWING SCREEN. SWITCH ON THE PROJECTOR MAKIiNG SURE IT SHOWS SLOT "0". THE BRIGHT LIGHT'WILL SHOW, NO SLIDE. ASK THE RESPONDENT TO SITUATE HERSELF SO THAT SHE IS COMFORTABLE AND SO1THAT THE AND SAY: We want to find out what advertisements are interesting to you. That is, if you were flipping the pages of a magazine, which ads would you stop to look at, or read? That's the idea. The ads will appear on this screen -- one after another, fairly quickly. They won't be on the screen for very long. You willi have this button (SHOW BUTTON) in your hand. When there ils an ad that you want to look at or read, an ad you re interested -in for any reason -- press the button down quickly and hold it down firmly for as long as you wish. (DEMONSTRATE PRESSING THE BUTTON) The ad will stay on the screen as ong as you hold the button down. I'll simply note which ads you press the button for. Let's practice first. Here are three ads to watch just to see how fast the ads change on the screen. (SWI,TCH'ON PROJECTOR AND TIMING DEVICE AND SHOW FIRST THREE' PRACTICE'ADS. Now, here are five more practice ads. This time please practice pressing the button and stopping all five ads just to get the feel of it. Remember the ad will stay on the screen as long as you hold the button down. (HAND RESPONDENT BUTTON. ASK HER TO HOLD IT SO THAT YOU CAN SEE WHEN SHE PRESSES IT. TURN N TIMIN DEtFI E' Here are the last practice ads. Ready? (SHOW THE FIVE PRACTICE ADS) ,
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#511-07-75 (TURN OFF'TIb1ING DEVICE AND PROJECTOR AND ASK IF RESPONDENT UNDERSTANDS WHAT SHE IS TO DO. IF SHE DOES NOT SEEM TO UNDER- STAND,, GO OVER THE PRACTICE ADS AND THE EXPLANATION BRIEFLY UNTIL SHE UNDERSTANDS, THEN SAY:) 5b. Now, here are the ads we're testing today. Remember to stop those adls that interest you. You can stop as many or as few as you wish. (RUN THE TEST'SLIDES, CIRCLE IN GRID BELOW, FIRST TWO COLUMNS) (TURN OFF THE PROJECTOR AND TIMING DEVICE) other brands? (CIRCLE ALL ANSWERS BELOW IN LAST TWO COLUMNS) 6. Okay, now I'd like you to think back to the ads you just saw -- the ones you looked at after I showed you how the projector works. Please tell me the names of all brands,, prodUcts, or services you can remember seeing,ads for. (CIRCLE BELOW) Any others? Can you remember ads for any Q.Sb STOPPED TEST ADS AD Q.6 CORRECT INCORRECT DID NOT BRAND BRAND OR STOP'AD RECALL PRODUCT ONLY POSITION (25) (27) (29) (31) #13 SPECIAL K CEREAL---------- 1i 1 1 1 #14 CREST TQOTHPASTE---------- 2 2 2 2 '#15 KRAFT DIiNNERS------------- 3 3 3 3 #16 COTY LIPSTICK------------- 4 4 4 4 #17 SURE DEODORANT=r----------5 5 5 5 #18 TRAVELERS INSURANCE------- 6 6 6 6 #19 MILLER BEER---------------7 7 7 7 #20 VITALI,S SUPER HOLD HAIR SPRAY--------------- 8' 8 8 8 #21 FORD PIiNTO---------------- 9 9 9 9 #22 KENT----------------------0 0 (SKIP TO 0 * 0.10) (26) (28) (30) (32) #23'HERTZ RENT-A-CAR---------- 1 1 1 . 1 #24 J & B RARE SCOTCH--------- 2' 2 2 2 #25 CANADA DRY GINGER'ALE----- 3 3 3 3 #'26 BANK AMERICARD------------ 4 4 4 4 * a. IF"CIGARETTES" ONLY MENTIONED -- NO BRAND NAME: CHECK HERE----[I] (AND SKIP TO Q.7b) b. IF MENTION CIGARETTE BRAND OTHER'THAN KENT, FILL IN BRAND NAME HERE AND ASK Q.7a AS ANY OTHER CIGARETTE. lBRAND NAME)
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#511-07-15 (IF "KENT" NOT MENTIONED, ASK Q.7a) (33)5 M5 3. 7a. In addition to the ads you've already mentioned, do you remember an ad for a cigarette? YES--------------------2 (34) NO--------- v ------------1 (SKIP To 0.8) 7b. What brand of cigarettes 4id you see an ad for? (35)1 (FILL I BRAND NAME (36) (IF "KENT," SKIP'TO Q.10.) (IF "KENT"' STILL NOT MENTIONED, ASK:) 8a. 5) One of the ads you saw had a picture of a man in the upper left hand corner and the headline was "GOOD TASTIN'" Do you remember seeing that ad? YES--------------------1 ('SKIP'TO 0.9) NO---------------------2 . 8b. The ad allso showed two packs of cigarettes. Do youiremember seeing that ad? 4 YES------------------- - NO---------------------5 (SKIP TO Q.12) 9. What brand of cigarettes was that ad for? (38) (FILL IN BRAND MENTIONED) (39) (IF N_QT'"TCENT" SKIP TO Q'.12) 10'. I'd is now like to talk about that KENT ad. What do you think the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40)_ (41) (42) (37) (43) (44)' (45), Llia. What do you think was meant by the headline "GOOD TASTI,N "' in the ad? (46 ). (47). . (48) (49) c llb. What do you think KENT is trying to tell you by showing the two packs of cigarettes in the ad?
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(IF "KENT" NOT MENTIONED, ASK Q.7a) 74. In additlon to the ads you've already mentioned, do you remember an ad for a cigarette? _ (35) (FILL jIN $ ND N ME) (36) (IF "KENT," SKIP TO Q.10 ) (IF "KENT" STILL NOT MENTIONED, ASK:) 8a. 2) One of the ads you saw had a picture of a man in the upper left hand'corner and the headline was "C'MON. YOU'RE IN FOR A NICE SURPRISE". Do you remember seeing that ad? YES-------------------- 1 (SKIP TO Q.9) (37) NO--------------------- 2 Ob. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------4 NO--------------------- 5 (SKIP TO Q'.12) 9. What brand of cigarettes was that ad for? (38) (FILL IN BRAND MENTIONED) (39) 10. (IF M "?CENT" SKIP' TO Q.12) I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40)' (41 ) (42). (43) (44) (45)) lla. What do you think was meant by the headline "C'MON. YOU'RE IN FOR A NICE SURPRISE" in the ad? (46) ~ (47) (4 8' ) (49) llb, What do you think KENT is trying to tell you by showing the two packs of cigarettes in the ad? (50) YES--------------------2 (34) NO-----.---.---- ..-------- 1 (SKIP TO Q1.8)
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(IF "KENT" NOT MENTIONED, ASK Q.7a) In addition to the ads you've already mentioned, do you remember an ad for a cigarette? YES--------------------2 NO---------------------1 (SKIP TO 0.8) 7b. What brand of cigarettes did you see an ad for? (35) (FILL IN B D NAME (36Y (IF "KENT," SKIP TO Q.10 ) (IF "KENT" STILL NOT MENTIONEDy ASK:) Ba. 3) One of the ads you saw had a picture of a woman in the YES--------------------1 (SKIP TO Q.9) (37) NO---------------------2 • 8b. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------4 NO---------------------5 (SKIP TO Q.12) 9. What brand of cigarettes was that ad for? upper left hand corner and the headline was "TERRIFIC". Do you remember seeing that ad? (38) FILL IN BRAND MENTIONED) (39). (IF',= "KENT" SKIP TO Q.12) 10. I'd now like to talk about that KENT ad. What do you think is the main thing this ad i's trying to tell you or show you, the main reason it gives you to buy this brand? (40) (41) (42) (43) (44) (45) lla. What do you think was meant by the headline "TERRIFIC" in the ad? ~ (46 ) G% (47) Z:+ ~ (4 8 ) ..~ (49) ~ ~ llb. What do you think KENT is trying to two packs of cigarettes in the ad? tell you by showing the (50) (51) ~
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3. (IF "KENT" NOT MENTIONEDy ASK Q.7a) 7a. In addition to the ads you've already mentioned, do you remember an ad for a cigarette? YES--------------------2 NO---------------------1 (SKIP TO 0.8) 7b. What brand of cigarettes did you see an ad for? (35) F I LL IN BRAND NAME ( 36 ) (IF "KENT," SKIP TO Q.10) (IF "KENT" STILL NOT MENTIONED, ASK:) 8a. 4) (34) One of the ads you saw had a picture of a man in the upper lef t hand corner and the headline was "C'MON". Do you remember seeing that ad? YES--------------------1 (SKIP TO Q.9)' (37) NO---------------------2 eb. The ad also showed two packs of cigarettes. Do you remember seeing that ad? ' YES-------------------- 4 NO---------------------5 (SKIP TO Q.12) 1 9. What brand of cigarettes was that ad for? i - ; (38) ~ (FILL IN'BRAND MENTIONED) (39) (IF NQT "KENT" SKIP TO Q.12) 10. I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? llia. What do you think was meant by the ad? (40) (41) (42 ) (43) (44) (45) the headline "C'MON" in 46) r.. ..r w ~. (47) 1^~ ~ (48) ~ (49) Cz llb. What do you think KENT is trying to tell you by showing the ,two packs of cigarettes in the ad? (50) (51) c::
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(TF "KENT" NOT MENTIONED, ASK Q.7a)' 7a. In addition to the ads you've already mentioned, do you • remember an ad for a cigarette? YES--------------------2 (34) .NO--------------------- 1 (SKIP TO Q.8) cigarettes did you see an ad for? (35). (FILL IN BRAND NAME) (36) (IF "KENT'," SKIP TO Q'. 10. ) (IF "KENT" STILL NOT MENTIONED, ASK:) 8a.6)One of the ads you saw was for a cigarette and showed a full page picture of a woman. Do you remember seeing that ad? YES--------------------1 (SKIP TO 0.9) (37) NO---------------------2 8b. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------- 4 NO----------------------5 (SKIP TO Q.12) 9. What brand of cigarettes was that ad for? (38) (FILL IN BRAND MENTIONED) (39) 10. lla, (IF JjQT "KENT" SKIP TO'Q.12)' I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40) _ (41) (42) (43) (44) (45) What do you think was meant by showing two packs of cigarettes? (46)' (47)~ (48 )~ (49) llb. What do you think KENT is trying to tell you by showing the two packs of,cigarettes in the ad?
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#511-07-75 12. (ASK EVERYONE) (MOVE TO INTERVIEWING TABLE. TURN OVER APPR PRIATE AD ONE WITH'COLOR ON BACK MATCHING THIS QUESTIONNAIRE'. HAND TO RESPONDENT AND SAYb Now, I would l;i e to s ow you this ad for KENT. Please look .at it for as long as you wish. (REMOVE AD FROM SIGHT) C 13. (ASK EVERYONE)~ Now that you've seen this KENT ad .. What do you think is the main thing this ad is trying to tell you or show you, the ima reason it gives you to buy this brand? (52) (53) (54) (55) (56) (57) 4. 14a. Now, based on what your impressions might be, I'd like your opinion of Kent cigarettes. (SHUFFLE DECK #1 AND HAND TO RESPONDENT. TAKE OUT RATING BOARD #1) Here are some statements about Kent. Please tell me how much you agree or disagree with each statement by placing it in the category that best describes how you feel. Just go through the cards as qui~cklg as you can, giving me your first impressions as to how much you agree or disagree. A. B. C. D. E. F. G. H. I. DON'T KNOW AGREE AGREE DISAGREE DISAGREE (NOT ON STRONGLY SOMEWHAT SOMEWHAT STRONGLY BOARD) KENT IS A BRAND THAT ADVERTISES A GREAT DEAL---------------- (58) 4 3 2 1 X KENT IS A BRAND THAT' HAS INTERESTING ADVERTISING--------- (59) 4 3 •'2 1 x KENT IS A CIGARETTE FOR PEOPLE LIKE ME--(60) 4 3 2 1 x KENT IS A CIGARETTE WITH A LOT OF GOOD TASTE--------------- (61) 4 3 2 1 X KENT IS A CIGARETTE THAT IS EASY TO DRAW ON------------- (62) 4 3 2 1 X KENT IS A CIGARETTE WITH AN EFFECTIVE FILTER-------------- (63) 4 3 2 1 X KENT IS A CIGARETTE WITH LOW TAR AND NICOTINE------------ (64) 4 3 2 1 X KENT IS A VERY HIGH QUALITY CIGARETTE---(65) 4 3 2 1 X KENT IS A CIGARETTE THAT IS SMOOTH------ (66) 4 3 2 1 Crni J.4b. Would you say Kent is: (READ LIST) VERY LOW IN TAR AND NICOTINE-----------1 MODERATELY LOW IN TAR'AND NICOTINE-----2 NOT LOW'IN TAR AND NICOTINE------------3 DON'T KNOW----------------------------- X (67)
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G 15. Now, I'd like your Impression of the type of person who is most likely cigarettea. A. For example, how old do you think the average he or she woul4 be over 35 or 35 and under? -. C. A KENT ,SMOKER IS.... A REALLY PWITH IT" PERSON WHO IS AMONG THE FIRST TO TRY NEW THSNGS-------------- 1 A PERSON WHO LIKES TO TRY NEW THINGS, BUT ISN'T ONE OF THE FIRST TO DO SO-----------2 ONE WHO WAITS UNTIL SOMETHING IS WELL ACCEPTED BEFORE TRYING---------------3 (69) DON'T KNOW-------------------------------- X VERY WELL INFORMED ABOUT WHAT'S GOING ON------ ---------------------------- 1 SOMEWHAT AWARE OF WHAT'S GOING ON--------2 (70) NOT TOO WELL INFORMED ABOUT WHAT'S GOING ON----------------------------------3 DON'T KNOW--------------------------------X D. A KENT SMOKER IS... A PHYSICALLY ACTIVE TYPE INTERESTED IN EXERCISE:ANDPARTICIPATINGIN.SPORTS---1 (71) ONE WHO ONLY OCCASIONALLY ENGAGES IN PHYSICAL ACTIVITIES--------------------2 ONE WHO HAS LITTLE INTEREST IN PHYSICAL ACTIVITIES AND PREFERS QUIETER PURSUITS-------------------------- 3 DON'T KNOW--------------------------------X E. A KENT SMOKER IS... A LEADER IN COMMUNITY GROUPS OR AFFAIRS---1 (72) INVOLVEDINCOMMUNSTY GROUPS AND AFFAIRS, BUT NOT A LEADER-----------------2 NOT INVOLVED IN COMMUNITYGRDUPS---------- 3 F. A XENT SMOKER IS... c. KENT Is... DON'T KNOW-------------------------------- X MORE LIKELY TO BE A MAN-------------------1 (73) MORE LIKELY TO~BE A ViOMAN----------------- 2 JUST AS LIKELY TO BE A MAN:OR A WOMAN-----3 DON'T KNOW------------------- . ------------- X ONE OF THE LEADING BRANDS SMOKED BY MANY PEOPLE-------------------------------1 (74) A POPULAR BRAND, BUT NOT ONE OF THE LEADERS, OR------------------------------ 2 A LESS POPULAR BRAND, SMOKED ONLY BY A FEW------------------------------------- 3 DON'T~KNOW------------------------------° X H. KENT IS... A MODERN,BRAND THAT INTRODUCES A LOT OF NEW CHANCES------------------------ ----1 (75) A MODERN UP-TO-DATE BRAND, BUT ISN'T USUALLY FIRST'WITH NEW THINGS, OR--------- 2 A BRAND THAT HAS STAYED PRETTY MUCH THE SAME OVER,THE YEARS-------------------3 DON'T KNOW-------------------------------- X OVER 35----------------1 WOULD THAT BE... OVER 45-----------------4 45 AND UNDER------------5 to smoke Kent KENT smoker i likely to be? Do you think 35 AND UNDER----------- ---2 WOULD TRAT BE... OVER 25--------------- ---7 25 AND UNDER------------ 8 (SHUFFLE DECK #2 AND HAND TO RESPONDENT) Here are some cards, each containing several statements about a Kent smoker. Please hand the cards back to me, one at a time, telling me which one statement on each that you feel best describes your impression of the type pf person wFo is most likely to smoke KENT cigarettes.
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#511-07-75 (FOR'Q'S 16-19 USE "A" VERSION FOR PRESENT KENT SMOKERS IN Q.3a 43b) (J;6R Q'-~9 USE rB VLRSION FOR NON-KENT SMOKERS IN Q.3a & 3b 16d. (PRESENT KENT SMOKERS IN Q.3a AND 3b) (HAND CARD #2) From all you know about Kent, how likely are you to buy Kent Aaain in the next few months? • (76) " DEFINI TELY WILL BUY KENT---------------- 5 PROBABLY WILL BUY KENT--------------- --- 4 MIGHT OR MIGHT'NOT BUY KENT------------- 3 PROBABLY WILL NOT BUY KENT-------------- 2 DEFINITELY WILL NOT BUY KENT------------ 1 6. - 16b. (NON-KENT SMOKERS IN Q.3a AND 3b) From all you know about Kent, how likely are you to buy Kent in the next few months? are smokers of Kent. Some of them may be used in advertising for Kent. Which of these people would you prefer to see in Kent advertising? (FIVE POINT SCALE) B. (NON-KENT SMOKERS IN Q.3a AND_3b) If each of these people were smoking a cigarette brand different from your own, which of them do you think are smoking a cigarette you would prefer to trx? (FIVE POINT SCALE) DEFINITELY WILL BUY KENT--------------- --5 (77) PROBABLY WILL BUY KENT-------------------4 MIGHT OR'MIGHT NOT BUY KENT-------------- 3 PROBABLY WILL NOT BUY KENT---------------2 DEFINITELY WILL NOT BUY KENT-------------1 17. Finally, I would like to show you some pictures of people. (HAND RESPONDENT PICTURES AND LAY OUT RATING BOARD #2) A. (PRESENT KENT SMOKERS IN Q.3a AND 3b) Each of these people PICTURE DEFINITELY WOULD A ( 7) 5 B. ( 8) 5 C ( 9) 5 D (10) 5 E (11) 5 F (12) 5 G (13) 5 H (14) 5 I (15) 5 J (16) 5 K (17) 5 L (18) 5 M (19) 5 N (20) 5 O (21) 5 P (22) 5 Q (23) 5 R (24') 5 S (25) 5 T (26) 5 U (127) 5 V (28) 5 W (29) 5 X (30) 5 Y (31) 5 z (32) 5 AA (33) 5 BB (34) 5 CC (135) 5 DD (36) 5 EE (37) 5 PROBABLY WOULD NOT SURE PROBABLY WOULD NOT' DEFINITELY WOULD NQT 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 ,>1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 .3 2 1 4 3' 2 1 O 4 3 2 1 W. 4 3 2 1 C.~ 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 s.7 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1 4 3 2 1
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7. 18a. (PRESENT KENT SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD" BOX AND ASK Q.18a -- IF' NO PICTURES IN BOX, SKIP TOQ1. 1 a. Why wou ~ youprefertosee t13eN peop e in futurKENT advert sing? 18b. (NON-KENr SMOKERS IN!Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD' BOX AND ASK Q.L8b -- IF NO PICTURES IN BOX, SKIP TO Q.19b Why would you prefer-uo-try the brand o cigarette these people are smoking? (38) (39) (40) (41) 19a. (PRESENT KENT SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFSNITELY WOULD NOT" BOX AND ASK Q.19a. IF NO PICTURES IN BOX, SKIP TO Q.20) Why would you not prefer to see t ese people in future KENT advertising? 19b. (NON-KENT SMOKERS IN Q.3a AND 3b) (SHOW'RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD NOT" BOX AND ASK Q.1i9b. IF NO PICTT7RES IN BOX, SKIP TO Q.20) Why would you not prefer to try the brand o cigarette these people are smoking? (42) (43)_ (44) (45) (PLEASE CONTINUE)
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Now, just for classification purposes, will you please tell me.., 20. (HAND liESPONp1ENT CARD #3 AND ASK=)~ Which letter describes the categpry at fits your age? A. 21-24---------------------1 B. 25-29---------------------2 C. 30-34---------------------3 D. 35-39---------------------4 E. 40-44---------------------5 F. 45-50---------------------6 G. 51-55---------------------7 REFUSED-------------------- X 21. What was the last grade of school you completed? (46) SOME GRAMMAR SCHOOL (1ST' TO 7TH GRADES)-------------- 1 (47) GRAMMAR SCHOOL GRADUATE (8TH GRADE)------------------ 2 SOME HIGH SCHOOL (9TH T0 11TH GRADE) ----------------- 3 GRADUATED HIGH " SCHOOL (12TH GRADE) --------- 4 SOME COLLEGE-----------------5 COLLEGE GRADUATE OR BEYOND---6 REFUSED----------------------X 22a. Are you currently employed? (48) YES--------------------------1 (ASK Q.22b) NO---------------------------2> REFUSED----------------------X 22b. Is that full-time or part-time? FULL-TIiME-------------------- 1 PART-TIME-------------------- 2 23. (49) (HAND RESPONDENT CARD #4) Which letter best describes your total annual family income before taxes? A. UNDER $5y000---------------- 1 (50) B. $ 5,000•BUT UNDER $ 8,000---2 C. $ 8',000 BUT UNDER $10,D00-3 D. $10,000 BUT UNDER $15,000-4 E. $15,000 BUT UNDER $20,000+---5 F. $20,000 AND OVER------------6 REFUSED---------------------X RECORD SEX; MALE------------------------1 FEMALE----------------------2 (51) RECORD CITY: CINCINNATI------------------1 DALLAS----------------------2 DENVER----------------------3 PARAMUS--------------------- 4, (.52) THANK YOU FOR YOUR COOPERATIONI! NAME ADDRESS CITY TELEPHONE #( ) INTERVIEWER DATE NOTE ENDING TIME OF INTERVIEVP (SKIP TO Q.23) 8.
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MPI QUICK FAC 770 LEXINGTON TS, INC. AVEN'UE JOB #51 CLIENT 1-07- #4310 75 -AB-025 NEW YORK, NEW YORK 10021 LD# , --- 5541 /1i2/7'5 (212)421-7040 TOPPI G POW R AUGUST TIME ST 1975 ARTED : N S E (SCREENER) 1),BLANK (2-5)RESPONDZtiT I.D. (6) 1 CARD $ Hello. I'm, from MPI QUICK FACTS, INC., a national marketing research company. We are co nduct ing a m4rket research survey on severali consumer products that many (women)(men) use rather frequently. (SIGHT SCREEN FOR RESPONDENT'S WHO ARE BETWEEN 21 AND 55 YEARS OF AGE. IF IN DOUBT, ASri YOUNG PEOPLE WHETHER THEY ARE UNDER 'T_ 1 OR': 21 .•~,`ID OVER: ASK OLDE OVER 55 YFARS OR i]OT 1. Now, I'd like to ask you if you, yourself, use each of the following products: (CIRCLE BELOW) YES N0 &) COLD BREAKFAST CEREALS ------ (17) 1 (8) 1 2 C) CIGARETTES---------------------- 3' M (TERMINATE & RECORID ON TALLY SHEET) d) HAVE YOU EVER RENTED A CAR?----- 4 4 l(ASK ENTIRE' e) DO YOU HAVE A MASTER CHARGE J} QUESTION BEFO R: OR BANK AhIERICilRD?------------- 5 5 TERMINATING) b) BOTTLED OR CANNED BEER OR ALE------------------------- 2' (CIRCLE ONE) a) LESS THAN 10 (~1/2 PACK OR LESS) -------- ~ (TERMINATE & RECORD ON TALLY SH EE1' b) 10-20 (ABOUT A PACK) ----------- --------- 2' ), c) 21-30 (1 1/2'PACKS)------------ --------- 3 d) 31-40 (ABOUT'2 PACKS A DAY) ---- --------- 4 e) 40+ (OVER 2 PACKS A DAY) ---------------- 5 3a. What is your regular brand of cigarettes -- that is, the on e brand you now smoke most often? ~ 2. I'm asking different people about different products and would like to speak with~you about cigarettes. In an average day, approximately how many cigarettes do you, yourself, smoke? (1i0) (1i1) 3b. Ih addition to (INSERT BRA'_VD JUST NLNTTONrDY, what other brands of cigarettes, if any, have you, yourself, smoi-ed during the past three months?' (12). (13) (IF "KENT" IN!Q.3a OR 3b,, CHECK QUOTA SHEET'AND SKIP TO Q 5a), VALIDATION CONTROL #' (PLEASE'TURN PAGF. OVER) ~
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Now, suppose your regular brand werem't available and you wanted to smoke another brand of cigarettes. As I mentio,p some different brands, please tell me which one statement - on this card (HAND CARD #1) best describes how likely you would be to try each. First, how about .•.(READ EACH BRAND, ONE AT A TIME, RECORDING AN ANSWER BEFOREPROCEEDI'NG TO THE NEXT BRAND. DO NOT READ~A BRAND IF'IT IS THE RESPODIDENT S REGULAR BRAND IN Q.3a.I A- START WITH DEFI'- NITELY WOULD ( J BENSON & HEDGES+---(14)3 [ ] CAPRI-------------- (15)3 [ ] KENT-------------- (16)3 ( ] LONG JOHN--------- (17)3 [I ) MARLBORO---------- (18)3 I] MAX--------------- (19)3 [) MORE-------------- (20)3 O PARLIAMENT-------- (21)3 ' [) SARATOGA ---------- (22)3 [] TRUE-------------- (23)3 [] WINSTON----------- (24)13 POSSI- NEVER BLY WOULD WOULD NOT HEARD DON'T OF KNOW 2 1 0 x 2 1 0 x (TERMINATE & 2 I 1 0 X RECORD ON. TALLY SHEET 2 1 0 X ASK THROUGH MARLBORO BEFORE 2 1 0 x TERMINATING) 2 1 0 X 2 1 0 X 2 1 0 X 2 1 0 X 2 1 0 x 2 1 0 X (IF RESPONDENT QUALIFIES, INVITE HIM/HER'IN TO SEE THE SLIDES)
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MPI QUICK FACTS, INC. JOB #511-07-75 770 LEXINGTON AVENUE CLIENT #4310-AB-025 NEW YORR, NEW YORK 10021 LD#--- 5541/12/75 (212)421-7040 AUGUST 1975 _ STOPPING POWER (MAIN QUESTIONNAIRE) 5a. (ASK RESPONDENT'TO BE SEATED IN FRONT OF THE VIEWING SCREEN. SWITCH ON THE PROJECTOR'M1IICING SURE IT SHOWS SLOT "0". THE BRIGHT'LIGHT WILL SHOW, NO SLIDE. ASK THE RESPONDENT TO SITUATE HERSELF SO THAT SHE IS COMFORTABLE AND SO THAT THE BRIGHTEST PART OF'THE SCREEN IS IN THE APPROXIMATE'CENTER OF THE SCREEN. SHE'SHOULD BE ABOUT 10-12 INCHES FROM THE SCREEN WHERE SHE CAN CLEARLY SEE THE ADS. SWITCH OFF THE PROJECTOR, AND SAY• We want to find out what advertisements are interesting to you. That is, if you were flipping the pages of a magazine, which ads would you stop to look at, or read? That's the idea. The ads will appear on this screen -- one after another, fairly quickly. They won't be on the screen for very long. You will have this button (SHOW'BUTTON) in your hand. When there is an ad that you want to look at or read, an ad you re interested in for any reason -- press the button down quickly and hold it down firmly for as long as you wish. (DEMONSTRATE PRESSING THE BUTTON) The ad will stay on the screen as long as you hold the button down. I'll simply note which ads you press the button for. Let's practice first. Here are three ads to watch just to see how fast the ads change on the screen. (SWIiTCH'ON PROJECTOR AND TIMING DEVICE AND SHOW FIRST THREE PRACTICE ADS. Now, here are five more practice ads. This time please practice pressing the button and stopping all five ads just to get the feel of it. Remember the ad'will stay on the screen as long as you hold the button down. (HAND RESPONDENT BUTTON. ASK HER TO HOLD~IT SO THAT YOUi CAN SEE WHEN SHE PRESSES IT. TURN'ON TI'MIN DEVI E Here are the last practice ads. Ready? (SHOW THE FIVE PRACTICE ADS) (CONTINUE ON NEXT PAGE) ,
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#511-07-75 2. (TURN OFF TIMING DEVICE AND PROJECTOR AND ASK IF RESPONDENT UNDERSTANDS WHAT SHE IS TO DO. IF SHE DOES NOT SEEM TO UNDER- STAND, GO OVER THE'PRACTICE ADS AND THE EXPLANATION BRIEFLY UNTIL SHE UNDERSTANDS, THEN SAY:) 5b. Now, here are the ads we're testing today. Remember to stop those ads that interest you. You can stop as many or as few as you wish. (RUN'THE TEST SLIDES CIRCLE IN GRID BELOW, FIRST TWO COLL3MNS (TURN'OFF THE PROJECTOR AND TIMING DEVICE) 6. Okay, now I'd like you to think back to the ads you just saw -- the ones you looked at after I showed'you how the projector works. Please telili me the names of all brands, products, or services you can remember seeing ads for. (CIRCLE BELOW) _-Any others? Can you remember ads for any other rands7' (CIRCLE ALL ANSWERS BELOW'IN'LAST TWO COLUMNS), Q,Sb Q.6 STOPPED TEST ADS AD DID NOT' STOP AD CORRECT' INCORRECT BRAND BRAND OR RECALL PRODUCT ONLY POSITION (25), (27) (29) (31) #13 SPECIAL K CEREAL----------1 1 1 1 #14 CREST TOOTHPASTE----------2 2 2 2 #15 KRAFT DINNERS------------- 3 3' 3' 3 #16 COTY LIPSTICK-------------4 4 4 4 #17 SURE DEODORA'NT------------ 5 5 5 5 #1'8 TRAVELERS INSURANCE------- 6. 6 6 6 #19 MILLER BEER--------------- 7 7 7 7 #20 VITALIS SUPER' HOLD HAIR SPRAY--------------- 8 8 8 8 #21 FORD PINTO----------------9 9 9 9 (SKIP #22 KENT---------------------- 0 0 0 TO 0 * Q•1'0) (26) (28) (30) (32) #23 HERTZ RENT-A-CAR----------1 1 1 1 #24 J & B RARE SCOTCH---------2 2 2 2' #25 CANADA DRY GINGER ALE----- 3 3 3 3 #26 BANK AMERICARD------------ 4 4 4 4 ~ G3 * a. IF"CIGARETTES" ONLY MENTIONED -- NO BRAND NAME: CHECK HERE----( ](AND SKIP TO Q.7b) w .: b. IF MENTION CIGARETTE BRAND OTHER THAN KENT, FILL IN BRAND NAME HERE AND ASK Q.7a AS ANY OTHER CIGARETTE. ~ (BRAND NAME)
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(33) 5 M5 (IF "KENT" NOT MENTIONED, ASK Q.7a) . ~ 7a. In additio n to the ads you've already mentioned, do you " remember an ad for a cigarette? YES--------------------2 NO--------- v ------------ 1 (SKIP To Q.8) 7b. What brand of cigarettes did you see 3. (34) an ad for? (35). FILL I BRAND NAME (36) (IF "KENT," SKIP TO'Q.10.) . (IF "KENT" STILL NOT MENTIONED, ASK:) 8a. 5) One of the ads you saw had'a picture of a man in the upper left hand corner and the headline was "GOOD TASTIN'" Do you remember seeing that ad? YES--------------------1 (SKIP TO Q.9) NO--------------------- 2' (37) 8b. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------4 NO---------------------5 (SKIP TO Q.12) 9. What brand'of cigarettes was that ad for? (38) (FILL IN BRAND MENTIONED (39) (IF OT_ "iCENT" SKIP TO'Q.12) 10. I'd is now like to talk about that KENT ad. What do you think the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40) (41) (42) (43) (44 ) (45 ) lla. What do you think was meant by the headline "GOOD TASTIN "' in the ad? (46 ) (47) = W (48) G) ~ (49 ) f ~ 11b. What do you think KENT'is trying to tell you by showing the ..a C.~ two packs of cigarettes in the ad? d (50)
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#511-07-75 (33) 2 MZ 3. (IF "KENT" NOT MENTIONED, ASK Q.7a) 74. In addition to the ads you've already mentioned, do you, remember an ad'for a cigarette? YEB-------------------- 2 (34) NO--------------------- 1 (SKIP TO Q.8')' C 7b. What brand of cigarettes did You see an ad for? (35Y (FILL jN' a _D NAME (36) (IF °KENT,"' SKIP TO Q.10 ) (IF "KENT" STILL NOT MENTIONED, ASK:) 8a. 2) One of the ads you saw had a picture of a man in the upper left hand corner and the headline was "C'MON. YOUi' RE IN FOR A NICE SURPRISE". Do you remember seeing that ad? YES-------------------- 1 (SKIP TO Q.9) (37) NO--------------------- 2 Ob. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------4 NO--------------------- 5 (SKIP TO Q.12)' 9. What brand of cigarettes was that ad for? (38) (FILL IN BRAND MENTIONED) (39) (IF V= ":4ENT" SKIP TO Q.12) 10. I~'d now like to talk about that KENT ad. What do you think is the maimthing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40) (41) (42). (43) (44) (45) 11a. What do you think was meant by the headline "C'MON. YOU'RE IN FOR A NICE'SURPRISE" in the ad? (46 ) ~ C:r (47 ) ~ ?~? (48Y N (49) ~. ~ llb. What do you think KENT is trying to tell!you by showing the two packs of cigarettes in the ad? 4~ (50) (51) 1
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7a. In addition to the ads you've already mentioned, do remember an ad for a cigarette? (IF "KENT" NOT MENTIONED, ASK Q.7a) 3. you YES--------------------2 (34), NO--------------------- 1 (SKIP TO Q.8) 7b. What brand of cigarettes did you see an ad for? (35) (FILL IN B D NAME (36) (IF "KENT," SKIP TO Q.10 )' (IF "KENT" STILL NOT MENTIONED, ASK:) 8a. 3) One of the ads you saw had a picture of a woman imthe upper left hand corner and the headline was "TERRIFIC". (33) 9 g3 Do you remember seeing that ad? YES--------------------1 (SKIP TO Q.9) ('37) NO---------------------2 • 8b. The ad allso showed two packs of cigarettes. Do you remember seeing that ad? YES--------------------4 NO---------------------5 (SKIP To Q•12) (38) (FILL IN BRAND MENTIONED (39) (IF k= "KENT" SKIP TO Q,12), 9. What brand of cigarettes was that ad for? 10. I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40) _ (41) (42) (43) (44) (45 ). lla. What do you think was meant by the headline "TERRIFIC" in the ad? (46) (47) (48) (49) llb. What do you think KENT is trying to tell you by showing the two packs of cigarettes in the ad? (so) ~~o:
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(33) 4 M4 In addition to the ads you've already mentioned, do you remember an ad for a cigarette? • 3. YES-------------------- 2 (34) NO---------------------1 (SKIP TO 0.8) (35) (FILL IN BRAND NAME (36) (IF "KENT," SKIP TO 0.110) (IF "KENT" STILL NOT MENTIONED, ASK:) 4) One of the ads you saw had a picture of a man in the upper left hand corner and the headline was "C'MON" YES-------------------- 1 (SKIP TO Q.9) (37) NO--------------------- 2 8b. The ad also showed two packs of cigarettes. Do you remember seeing that ad? ' YES--------------------4 NO---------------------5 (SKIP TO Q.12) 9. What brand of cigarettes was that ad for? (38) (FILL INIBRAND MENTIONED) (39) (IF "KENT" SKIP TO'Q.12) 10. I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the mainreason it gives you to buy this brand? (40) . (41) (42) (43) (44) (45) lla. What do you think was meant by the ad? the headline "C'MON" in ~ C.+ (46) G7 (47) ZA (48Y C,? (49) llb. What do you think KENT is trying to tell you by showing the ,two packs of cigarettes in the ad? , (50 ) ` ~ rc i 1
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(33) Y F6 3. (IF "KENT" NOT MENTIONED, ASK Q.7a)' 7a. In addition to the ads you've already mentioned, do you ` remember an ad for a cigarette? YES--------------------2 (34) NO---------------------1 (SKIP TO 0.8) 7b. -What brand of cigarettes did you see an ad for? (35) (FILL IN BRAND NAME (36) (IF "KENT'," SKIiP TO Qs 10 ) (IF "KENT" STILL.NOT MENTIONED, ASK:) 8a.6)One of the ads you saw was for a cigarette and showed a full page picture of a woman. Do you remember seeing that ad? YES--------------------1 (SKIP TO Q.9) (37)' NO---------------------2 8b. The ad also showed two packs of cigarettes. Do you remember seeing that ad? YES---------------------4 NO----------------------5 (SKIP TO 0.12) 9. What brand of cigarettes was that ad for? 10. lla. llb. (38) (FILL IN BRAND MENTIONED) (39) (IF "KENT" SKIP TO Q.12) I'd now like to talk about that KENT ad. What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (40)- (41) (42') (43) (44 ) (45) What do you think was meant by showing two packs of cigarettes? ~ (46)~ W (47 )~ W (48) a .;. (49) ~ What do you think KENT is trying to tell you by showing the two packs of.cigarettes in the ad? w~ ~ • (50 ) ~~~ (51)
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#511-07-75 12. (ASK EVERYONE) (MOVE TO INTERVIEWING TABLE'. TURN OVER APPR PRIATE AD ONE WITH COLOR ON BACK MATCHING THIS QUESTIONNAIRE . HAND TO RESPONDENT AND SAY: Now, I would li e to show you ' s ad for KENT. Please look.at it for as long as you wish. (REMOVE AD FROM SIGHT) 13. (ASK EVERYONE) Now that you've seen this KENT ad ... What do you think is the main thing this ad is trying to tell you or show you, the main reason it gives you to buy this brand? (52)_ (53) (54)- (55)_ (56)_ (57) , 4. 14a. Now, based on what your impressions might be, I'd like your opinion of Kent cigarettes. (SHUFFLE DECK #1 AND HAND~TO RESPONDENT. TAKE'OUT RATING BOARD #1) Here are some statements about Kent. Please tell me how much you agree or disagree with each statement by placing it in the category that best describes how you feel,. Just go through the cards as quickly as you can, giving me your first impressions as to how much you agree or disagree. DON'T KNOW AGREE AGREE DISAGREE DISAGREE (NOT ON STRONGLY SOMEWHAT SOMEWHAT STRONGLY BOARD) A. B. C. D. KENT IS A BRAND THAT ADVERTISES A GREAT DEAL---------------- (58) 4 3 2 KENT IS A BRAND THAT HAS INTERESTING ADVERTISING--------- (59) 4 3 2 KENT IS A CIGARETTE FOR PEOPLE LIKE ME--(60) 4 3 2 KENT IS A CIGARETTE WITH A LOT OF GOOD TASTE--------------- (61) 4 3 2 E. KENT IS A CIGARETTE THAT'IS EASY TO DRAW ON------------- (62) 4 3 2 F. KENT'IS A CIGARETTE WITH AN EFFECTIVE FILTER-------------- (63) 4 3 2 G. KENT IS A CIGARETTE WITH LOW TAR AND NICOTINE------------ (64) 4 3 2 KENT'IS A VERY HIGH QUALITY CIGARETTE---(65) 4 3 2 I. KENT'IS A CIGARETTE THAT IS SMOOTH------ (66)' 4 3' 2 1 X 1 X 1 x 1 X 1 X 1 X 1 X 1 X ~ 1 L.+ J.4b. Would you say Kent is: (READ LIST) (67) VERY LOW IN TAR AND NICOTINE-----------1 MODERATELY LOW IN TAR AND NICOTINE-----2 NOT LOW IN TAR AND NICOTINE------------3 DON'T KNOW----------------------------- X
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, 1511-07-75 cigarettes. 15. Now, I'd like your impreseion of the type of person who is most likely to smoke Kent S. A. For example, how old do you think the average KENT smoker is likely to be? Do you think he or shs woulq be over 35 or 35 and under7 OVER 35-----------------1 35 AND UNDER-----------2 (69) NOULD THAT BE:.. WOULD THAT BE... OVER 45---------- ------ 4 OVER 25------------------ 7 45 AND UNDER------------5 25 AND UNDER-------------8 (SHUFFLE DECK #2 AND HAND TO RESPONDENT) - Here are some cards, each containing several statements about a Kent smoker. Please hand the cards back to me, one at a time, telling me which one statement on each that you feel best describes your impression of the type pf person wfio ie most likely to smoke KENT cigarettes. B. A KENT SMOKER IS,.. A REALLY PWITH IT" PERSON WHO IS AMONG - (69) THE FIRST TO TRY NEW THINGS---------------1 A PERSON WHO LIKES TO'TRY NEW THINGS, BUT ISN'T ONE OF THE FIRST TO DO SO-----------2 ONE WHO WAITS UNTIL SOMETHING IS WELL ACCEPTED BEFORE TRYING --------------- 3 DON'T KNOW-------------------------------- X C. A KENT SMOKER IS... VERY WELL INFORMED'ABOUT WHAT'S GOING ON----------------------------------1 (70) SOMEWHAT AWARE OF WHAT'S GOING'ON-------- 2 NOT TOO WELL INFORMED ABOUT WHAT'S GOING ON------------------------------ ----3 DON'TKNOW-------------------------------- X D. A KENT SMOKER IS... A PHYSICALLY ACTIVE TYPE INTERESTED IN EXERCISE AND PARTICIPATING IN SPORTS---1 ONE WHO ONLY OCCASIONALLY ENGAGES IN PHYSICAL ACTIVITIES -------------------- 2 ONE'WH0 HAS LITTLE INTEREST IN PHYSICAL ACTIVITIES AND PREFERS QUIETER PURSUITS-------------------------- 3 DON'T KNOW--------------------------------X 6. A KENTSMOKER.IS... A LEADER IN COMMUNITY GROUPS OR AFFAIRS---1 INVOLVED IN COMMUNITY GROUPS AND AFFAIRS,. BUT NOT A LEADER----------------- 2NOT INVOLVED IN COMMUNITY GROUPS---------- 3 DON'T KNOW-------------------------------- X (71) (72) F. A KENT SMOKER IS... MORE LIKELY'TO BE A MAN-------------------1 (73) MORE LIKELY TO BE A WOMAN----------------- 2' JUST AS LIKELY TO BE A MAN OR A WOMAN----- 3' DON'T KNOW------------------- r------------X. G. KENT ISL.. ONE OF THE LEADING BRANDS SMOKED BY MANY PEOPLE-------------------------------1 (74) A POPULAR BRAND, BUT NOT ONE OF THE LEADERS, OR------------------------------ 2 A LESS POPULAR BRAND, SMOKED ONLY BY A FEW------------------------------------- 3 DON'T KNOW-------------------------------- X 8. KENT I6... A MODERN BRAND THAT INTRODUCES A LOT ~ OF NEW CHANGES----------------------------1 (75) ~ A MODERN UP-TO-DATE BRAND~ BUT~ ISN'T ~ USUALLY FIRST WITH NEW.THINGS,.OR--------- 2 ~ A BRAND THAT 11AS.STAYED PRFTTYMUCH THE SAME OVER THE YEARS------------------- 3 DON'TKNOW------------------------------- X M"'A ZA V ~
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#511-07-75 6. (FOr( Q'S 16-19 US~~A"rVERSION FOR PRESENT KENT SMUKERS IN .3a 4 3b) (~ ~R {} 9' USE B VIiRSION FOR NON-KENT SMOKERS IN Q.3a & 3b 16a. Kent actain in the next few months? DEFINITELY WILL BUY KENT---------------- 5 PROBABLY WILL BUY KENT--------------- --- 4 MIGHT OR MIGHT NOT BUY KENT=------------ 3 PROBABLY WILL NOT BUY KENT-------------- 2 DEFINITELY WILL NOT'BUY KENT------------ 1 (PRESENT KENT SMUKERS IN Q.3a AND 3b) (HAND CARD #2) From all you know about Kent, how likely are you to buy 16b. (NON-KENT SMOKERS IN Q.3a AND 3b) From all you know about Kent, how likely Kent in the next few months? are you to buy DEFINITELY WILL BUY KENT-----------------5 PROBABLY WILL BUY KENT-------------------4 MIGHT OR MIGHT NOT BUY KENT--------------3 PROBABLY WILL NOT BUY KENT---------------2 DEFINITELY WILL NOT BUY KENT-------------1 17. Finally, I would like to show you some pictures of people. (HAND RESPONDENT PICTURES AND LAY OUT RATING BOARD #2) A. (PRESENT KENT'SMOKERS IN Q.3a AND 3b) Each of these people ` (77) are smokers of Kent. Some of them may be used in advertising for Kent. Which of these people would you prefer to see in Kent adWertising? (FIVE POINT SCALE) B. (NON-KENT SMOKERS IN Q.3a AND 3b) If each of these people were smoking a cigarette brand different from your own, which of them do you think are smoking a cigarette you~would prefer to try? (FIVE POINT SCALE) PICTURE DEF IiNI TELY WOULD PROBABLY WOULD NOT SURE PROBABLY WOULD NOT DEFINITELY WOULD NOT A ( 7) 5 4 3 2 1 B. ( 8) 5 4 3 2 1 C ( 9) 5 4 3 2 1 D (10) 5 4 3 2 1 E (11) 5 4 3 2 1 F (112) 5 4 3 2 1 G (13) 5 4 3 2 1 H (14) 5 4 3 2 1 I (115) 5 4 3 2 1 J (16) 5 4 3 2 1 K (17) 5 4 3 2 1 L (18) 5 4 3 2 1 M (19) 5 4 3 2 1 N (20) 5 4 3 2 1 O (21) 5 4 3 2 1 P (22) 5 4 3 2 1 Q (23) 5 4 .3 2 1 R (24) 5 4 3 2 1 S (25) 5 4 3 2 1 T (26) 5 4 3 2 1 U (27) 5 4 3 2 1 V (28) 5 4 3 2 1 O w (29) 5 4 3 2 1 t..: X (30) 5 4 3 2 1 r• Y (31i) 5 4 3 2 1 tJ W z (32) 5 4 3 2 1 ~ AA (33) 5 4 3 2 1 BB (34) 5 4 3 2 1 cc (35) 5 4 3 2 1 DD (36) 5 4 3 2 1 EE (37) 5 4 3
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#511-07-75 7. 18a. (PRESENT KENT SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD" BOX AND ASK Q.18a -- IF NO ' PICTURES IN BOX, SKIP TO Q.19a) wou d you prefer.o-see tl1iN peo~Teia u~ tur KENT advert sing? 18b. (NON-KEN,r SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD" BOX AND ASK Q.18b -- IF NO PICTURES IN BOX, SKIP'TO Q.19b Why would you preferto try ebrand o cigarette these people are smoking? (38) (39) (40) (41) 19a. (PRESENT KENT SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD NOT" BOX AND ASK Q.19a. IF NO PICTURES IN BOX, SKIP TO Q.20) Why would y0u not prefer to see these people in future KENT advertising? 19b. (NON-KENT SMOKERS IN Q.3a AND 3b) (SHOW RESPONDENT ALL THE PICTURES IN "DEFINITELY WOULD NOT" BOX AND ASK Q.19b. IF NO PICTURES IN BOX, SKIP TO Q.20) Why would you not prefer to try the brand o cigarette these people are smok ni g? (42) (43) (44) (45) (PLEASE CONTINUE)
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Now, just for classification purposes, will you please tell, me... 20. (HAND FtESPONDENT CARD #3 AND ASK i) Which letter describes the category that f its A. your age? 21-24---------------------1 (46) B. 25-29--------------------- 2 C. 30-34--------------------- 3 D. 35-39---------------------4 E. 40-44---------------------5 F. 4 5- 5 0-------•. ------------- 6 G. 51-55---------------------7 REFUSED-------------------- X 21. What was the last grade of school you completed? SOME GRAMMAR SCHOOL (1ST TO 7TH'GRADES)-------------- 1 (47) a. GRAMMAR SCHOOL GRADUATE (8TH GRADE) ----------------- 2 SOME HIGH'SCHOOL (9TH TO .11TH GRADE) ----------------- 3 GRADUATED HIGH SCHOOL (12TH GRADE) --------- 4 SOME COLLEGE-----------------5 COLLEGE GRADUATE OR BEYOND---6 REFUSED----------------------X Are you currently employed? 8) YES--------------------------1 (ASR Q.22b) NO--------------------------- 2> (SKIP TO'Q.23) REFUSED--------------------- }C- 22b. Is that full-time or part-time? FULL-TZME-------------------- 1 (49) PART-TIME--------------------2 23. (HAND RESPONDENT CARD #4) Which letter best describes your total annual amily income before taxes? A. UNDER $5,000----------------1 (50) B. $ 5,000-BUT UNDER $ 8,000-2 C. $ 8,000 BUT UNDER $10,000-3 D. $10,000 BUT UNDER $15,000---4 E. $15,000 BUT UNDER $20,000---5 F. $20y000 AND OVER------------6 REFUSED---------------------X RECORD SEX: • MALE------------------------1 (51). FEMALE----------------------2 ~ RECORD CITY: CINCINNATI------------------1 DALLAS---------------------- -2' DENVER---------------------- 3. PARAMUS---------------------4 (•52) r. w GJ w THANK YOUiFOR YOUR COOPERATION!! NAME ADDRESS CITY TELEPHONE #( ) INTERVIEWER DATE NOTE ENDING TIME OF INTERVIEW.
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