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Lorillard

An Exploratory Study - Smokers and Triers of 120mm Cigarettes

Date: 19760500/D
Length: 94 pages
91165893-91165986
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Fields

Area
MARKETING/BASEMENT GMP
Author (Organization)
Shoi Balaban Dickinson Research
Alias
91165893/91165986
Type
MRRT, MARKET RESEARCH REPORT
Recipient (Organization)
Lor, Lorillard
Named Person
Dickinson, S.B.
Doyle, W.
Named Organization
Penthouse
Playboy
Viva
Document File
91165633/91166061/New Products Book IV
Date Loaded
12 Feb 1999
Characteristic
MARG, MARGINALIA
PARE, PARENT
Litigation
Stmn/Produced
Stmn/Trial Exhibit 7523
Stmn/Trial Exhibit 7524
Site
G42
Master ID
91165892/5986

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UCSF Legacy ID
zto91e00

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Page 81: zto91e00
F-118 033076/1 TOPIC GUIDE (Brown 120mm Cigarettes) l. Explain how group session works, re tape recorder, group leader not connected with product, need to speak based on impressions, etc. 2. As I told you, I have a number of areas that I want to dis- cuss with you, and things I want to show you, too. But I would like to start by talking about the brand of cigar- ettes you smoke. I'm interested to know how long you've smoked that brand, what brand you smoked just before this one, and about how much you smoke on an average day. Any- one may start the conversation. Can you recall why you changed brands to your current brand? 3. Considering the great numbers of brands from which we have to choose, I'm very interested to know why you smoke the brand you now do. Probes as Needed: What do you consider to be the main reason to smoke the brand you do? What are other considerations in choosing that brand? 4. I would like to change the subject now and talk about 120mm cigarettes. I am interested to know your experience with them, or whatever impressions you may have about them. Please tell me anything you can about 120mm cigarettes. Probes as Needed: With what brands of cigarettes that are 120mm in length are you familiar? Please describe smoking a 120mm cigarette -- based on your experience with smoking that length. What are your impressions of why someone smokes a 120mm cigar- ette? What kind of person, or what kind of people, do you imagine smoking them? -0 N ...male vs. female ~ ...age ...personality/life style co .a -4
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2 What do you consider to be the best thing about a 120mm cigarette? Is there anything about it that you think is not so good? 5. I would like to talk a bit now about the length of time it takes to smoke a 120mm cigarette. Please just go ahead and say whatever you want to about that. How do you think the length of time it takes to smoke a 120mm Compares to how long it takes to smoke other lengths? When you smoke a 120mm cigarette, do you smoke it all the way down, or not? Why? What is "good" about a cigarette lasting longer? What is not so good about it lasting longer? 6. As you know, there are brown 120mm cigarettes and white 120mm cigarettes. What difference do you see between the two, be- sides color? How about the difference in color -- how important is that? Just for the sake of discussion, let's assume there is some difference between the kind of people who would smoke a white 120mm and those who would smoke a brown 120mm. Please just go ahead. How about the time or place one would smoke one color vs. the other -- what are your thoughts about that? Is there any time or place when one might not want to smoke them? Do you think of 120's as a cigarette one would always smoke, or smoke only sometimes, or what? 7. (FOR CURRENT USERS:) I would like to talk about the ways in which you see the brand you used to smoke as differing from what you now smoke -- in terms of the characteristics we have already been discussing. (FOR TRIERS : ) I would like to talk about the ways in which you see your current brand compared to 120's -- in terms of the kind of characteristics we have been discussing.
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3 8. Let's talk about More cigarettes -- in the same way we've been talking. Please go ahead. Now let's talk about Long Johns that way. 9. (SHOW ADVERTISING AND CIGARETTES -- MORE/LONG JOHNS) I want to show you some advertising for More/Long Johns. After you've seen this, we'll talk about the brands again. Now that you've seen the ads and packs, do you want to say anything else about these brands? Do you think of these brands any differently now that you've seen the advertising and the cigarettes? What type of people do you see smoking these cigarettes? Why? 10. (SHOW L.T. BROWN ADS) We are going to work on some proposed advertising for a new 120mm cigarette. We are looking at these ads to study what they mean to you, or what you feel they convey about the new cigarettes. Please try very hard to stick to that orientation while you are work- ing on the ads. Try not to get involved in whether or not you like the ad, or in discussing advertising in general, be- cause that is not what we are studying -- we just want to study what the ads convey and the meaning of specific ele- ments in the ads. Please always be quiet when an ad is shown, in order to give everyone some time to think about it before the discussion begins. Probes as Needed (ASK RE EACH AD:) Please go ahead and start talking about what to you. this ad conveys What do you consider to be the best thing about this ad? Why? What about it is not so good? Why? Since the purpose of advertising is to encourage someone to try or buy a product, what is there about this ad that would accomplish that? Let's consider just the illustration and the copy, separately now. What do you want to say about only the illistration?
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4 What is the best thing about the illustration? What is not so good about it? How about the person shown in the ad -- does he/she seem to "fit" with the cigarette being presented, or not? Why? Now, let's consider only the words. What do you want about that element of the ad? to say What is the best thing? What is not so good? What do you want to say about the name of the cigarette? How would you have read that name? Just for the sake of discussion, let's say that a particular type of person would respond to this ad by buying the cigar- ettes. Please try to describe the type of person who would respond to the ad. Can you consider yourself smoking the cigarette the ad? Why? Why not? presented in What do you want to say about the package shown for L.T. Brown cigarettes? How do you feel the package "fits" with the new cigarette as it is presented in this ad? 11. (SHOW L.T. BROWN PACKAGE) I'd like to talk about only the L.T. Brown package, now. Probes as Needed: , What is your overall reaction? What does the package "say" about the cigarette? 12. (SMOKE L.T. BROWN) I would like you to smoke L.T. Brown now. Please be quiet until everyone has had a chance to smoke them and think about them. What I am interested to know is how you think L.T. Brown compares to any other brown 120mm cigarette you have smoked. Now that you've smoked them, how do you think this cigarette "fits" with the advertisng? Why?
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5 13. Is there anything else you wanted to say that you didn't have a chance to say? Background Data Sheets Respondent Payments
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F-118 033076/1 TOPIC GUIDE (White 120mm Cigarettes) 1. Explain how group session works, re tape recorder, group leader not connected with product, need to speak based on impressions, etc. 2. As I told you, I have a number of areas that I want to dis- cuss with you, and things I want to show you, too. But I would like to start by talking about the brand of cigarettes you smoke. I'm interested to know how long you've smoked that brand, what brand you smoked just before this one, and about how much you smoke on an average day. Anyone may start the conversation. Can you recall why you changed brands to your current brand? 3. Considering the great number of brands from which we have to choose, I'm very interested to know why you smoke the brand you now do. Probes as Needed: What do you consider to be the main reason to smoke the brand you do? What are other considerations in choosing that brand? 4. I would like to change the subject now to talk about 120mm cigarettes. I am interested to know your experiences with them, or whatever impressions you may have about them. Please tell me anything you can about 120mm cigarettes. Probes as Needed: With what brands of cigarettes that are 120mm in length are you familiar? Please describe smoking a 120mm cigarette -- based on your experience with smoking that length. What are your impressions'of why someone smokes a 120mm cigar- ette? What kind of person, or what kind of people, do you imagine smoking them? ...male vs. female ~ ...age ...personality/life style cn ca
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2 What do you consider to be the best thing about a 120mm cigarette? 5. I would like to talk a bit now about the length of time it takes to smoke a 120mm cigarette. Please just go ahead and say whatever you want to about 'that. How do you think the length of time it takes to smoke a 120mm compares to how long it takes to smoke other lengths? When you smoke a 120mm cigarette, do you smoke it all the way down, or not? Why? What is "good" about a cigarette lasting longer? What is not so good about it lasting longer? 6. As you know, there are brown 120mm cigarettes and white 120mm cigarettes. What difference do you see between the two, be- sides color? How about the difference in color -- how important is that? Just for the sake of discussion, let's assume there is some difference between the kind of people who would smoke a white 120mm and those who would smoke a brown 12'Omm cigarette. Please just go ahead. How about the time or place one would smoke one color vs. the other -- what are you thoughts on that? Is there any time or place when one might not want to smoke them? Do you think of 120's as a cigarette one would always smoke, or smoke only sometimes,-or what? 7. (FOR CURRENT USERS:) I would like to talk about the ways in which you see the brand you used to smoke as differing from what you now smoke -- in terms of the characteristics we have already been discussing. (FOR TRIERS : ) o, I would like to talk about the ways in which you see your u current brand compared to 120's -- in terms of the kind of characteristics we have been discussing.
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3 8. Let's talk about Saratoga cigarettes -- in the same way we've been talking. Please go ahead. Can you remember anything about the pack? Can you remember anything about the advertising? How about the name -- what do you want to say about that? f Now let's talk about Max cigarettes -- in just the same way. Can you remember anything about the pack? Can you remember anything about the advertising? How about the name -- what do you want to say about that? Let's talk about Talls, now -- do it just the same way. Can you remember anything about the pack? Can you remember anything about the advertising? How about the name -- what do you want to say about that? How about Dawn cigarettes -- go ahead. Can you remember anything about the pack? Can you remember anything about the advertising? How about the name -- what do you want to say about that? 9. (SHOW PACKS) I want to show you the packs. I'm interested to hear what- ever you want to say about them. 10. (SHOW ADS) I want to show you some ads for those brands, too. Now that that you've seen the packs and the ads, do you want to say anything else about these brands? Do you think of these brands any differently now that you've seen the advertising and the cigarettes? ,a ... What type of people do you "see" smoking these brands? Why? i ca -0 ~ ro 11. (SHOW MAX ADS) We are going to work on some proposed advertising for Max
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4 cigarettes. We are looking at these ads to study what they mean to you, or what you feel they convey about Max cigar- ettes. Please try very hard to stick to that orientation while you are working on the ads. Try not to get involved in whether or not you like the ad, or in discussing advertising in general, because that is not what we are studying. We just want to study what the ads convey and the meaning of specific elements in the ads. Please always be quiet when an ad is shown, in order to give everyone some time to think about it before the discussion begins. Probes as Needed (ASK RE EACH AD): Please go ahead and start talking about what this ad conveys to you. What do you consider to be the best thing about this ad? Why? What about it is not so good? Why? Since the purpose of advertising is to encourage someone to try or buy a product, what is there about this ad that would accomplish that? Let's consider just the illustration and the copy, separately now. What do you want to say only about the illustration? What is the best thing about it? What is not so good? What about the person shown in the ad -- does he/she seem to "fit" with the cigarettes being presented, or not? Why? Now, let's consider only the words. What do you want to say about that element of the ad? What is the best thing? What is not so good? Just for the sake of discussion, let's say that a particular type of person would respond to this ad by buying the cigar- ettes. Please try to describe the type of person who would respond to the ad. Can you consider yourself smoking the cigarette presented in the ad? Why? Why not?
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5 12. (SMOKE MAX) I'd like you to smoke Max, now. Then I'm interested to hear whatever you want to say about it. How did you think Max compared to other times you've tried it? r 13. Is there anything else you would like to say that you didn't have a chance to say? Background Data Sheets Respondent Payments

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