Virginia Slims Advertising Study

Philip Morris

Virginia Slims Advertising Study

Date: Jun 1989
Length: 134 pages
2048736960-2048737093
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Fields

Type: BRRE, BRAND REVIEW; CHAR, CHART, GRAPH, TABLE, MAPS; PHOT, PHOTOGRAPH; PROM, PROMOTIONAL MATERIAL
Area: EISEN,KAREN/SEC'Y FILES
Attachment: 2048736960/2048737093
Site: N513
Request: Stmn/R2-039
Named Organization: Capezzio by Ballet Makers; Culturas Del Sol; Emilio Rossi; Erick Stewart; Filenes; Forenza at the Limited; Guess; Hansen Knits; Himalayan Handicrafts; J Crew; Kazmel; Ralph Lauren; Royal Scott by Southfield; Workforce
Named Person: Xxamy; Xxcarolyn; Xxcarol; Xxcatherine; Xxcharlene; Xxcindy; Xxclarise; Xxdarlene; Xxdebra; Xxdoris; Xxelissa; Xxerin; Xxgail; Xxheather; Xxjennifer; Xxkaren; Xxkathi; Xxkim; Xxlauren; Xxlinda; Xxlisa; Xxlois; Xxlorraine; Xxluann; Xxmemory; Xxmindy; Xxnancy; Xxpatty; Xxpriscila; Xxroberta; Xxronni; Xxsara; Xxsharon; Xxteressa
Document File: 2048736959/2048737150/890000 Virginia Slims Image Pres.
Master ID: 2048736960/7093
Litigation: Stmn/Produced
Characteristic: ILLE, ILLEGIBLE; MISS, MISSING PAGES; PARE, PARENT
Date Loaded: 23 May 1999
Brand: Virginia Slims; Benson & Hedges; Capri; Marlboro; Newport; Salem
UCSF Legacy ID: bvt81f00

Document Images

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VIRGINIA SLIMS ADVERTISING ST1lDY ~ 1989 JUNE ~ , ~. ~ ~

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BAO(GW 11) VIRGINIA SLIMS CAMPAIGN HAS ENTERED ITS THIRD DECADE - IT IS IMPORTANT TO CHECK HOW THE CAMPAIGN IS PERFORMING AMONG T®DAYf S WOMEN PREVIOUS STUDIES CONDUCTED IN 1983, 1986 TO ASSESS REACTIONS TO CAMPAIGN - FASHIONS - VIGNETTES -"YOU'VE COME A LONG WAY, BABY.' THIS STUDY DESIGNED TO ANSWER SAME QUESTIONS, BUT WITH ADDED EMPHASIS ON UNDERSTANDING - REACTIONS OF YOUNGER ADULT SMOKERS (18-21) - RESPONSES TO VIRGINIA SLIMS FASHIONS WITHIN THE CONTEXT OF STYLES FOUND IN CONTEMPORARY WOMENf S MAGAZINES ~ ~ ~ u.~ -2-

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106 IN-DEPTH INTERVIEWS AMONG WOMEN lOOfS SMOKERS - 1/2 VIRGINIA SLIMS SMOKERS - 1/2 SMOKE KEY COMPETITIVE BRANDS (MARLBORO, B&H, NEWPORT, SALEM) 3 MARKETS LA METRO NEW YORK TAMPA 3 AGE GROUPS - 18-21 - 25-30 - 35-40 ~ ~ OCCUPATION NOT A SCREENING CRITERIA ~ c~o ~ - No PROFESSIONAL WOMEN SUB-SAMPLE ~ ~ ~~

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QUESTIONNAIRE COVER® RESPONSES TO A RANGE OF FASHIONS - VIRGINIA SLIMS AND OTHER RESPONSES TO MODELS' ATTITUDE RESPONDENT'S GOALS, ASPIRATIONS, IDEAL LIFESTYLE FEELINGS ABOUT WOMEN'S PROGRESS/ROLE CHANGES REACTIONS TO VIRGINIA SLIMS ADVERTISING REACTIONS TO VIRGINIA SLIMS FASHIONS REACTIONS TO COMPETITIVE ADVERTISING - GUESS - CAPRI - RALPH LAUREN

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WHAT ARE THE WOMEN WE TALKED TO LIKE? HOW DO THEY RESPOND TO VIRGINIA SLIMS ADVERTISING? HOW DO THEY RESPOND TO VARIOUS FASHIONS? HOW DO THEY RESPOND TO COMPETITIVE ADVERTISING? 0 IMPLICATIONS

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WHAT ARE THE WOMEN WE TALKED TO LIKE? WHO ARE THEY? HOW DO THEY DESCRIBE THE 'IDEAL WOMANn? - WHAT DO THEY CARE ABOUT?

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MH0 ARE THEY? MOSTLY SINGLE WOMEN (61. o) NOT SURPRISING, GIVEN AGE OF SAMPLE 0 VARIETY OF OCCUPATIONS 27% CLERICAL OR OFFICE WORKERS 19% COLLEGE STUDENTS 19% HOMEMAKERS OTHER JOBS INCLUDED TEACHERS, REAL ESTATE AGENTS, SOCIAL WORKERS, SALES REPS, UNEMPLOYED WORKERS, AND 1 STOCKBROKER WELL GROOMED DRESSED CASUALLY BUT IN COORDINATED SEPARATES WORE MATCHING ACCESSORIES AND JEWELRY MOST HAD LONG, MANICURED NAILS INTERESTED IN CLOTHES AND FASHION MOST CONSIDER THEMSELVES CLOTHES-LOVERS OR 'SHOPAHOLICS' VERY CONSCIOUS OF WHAT THEY WEAR PREFER CASUAL, COMFORTABLE, COTTON CLOTHES (MAY BE A FUNCTION OF SPRING SEASON AND WARM CLIMATE) - BUT STILL VERY STYLISH, PUT TOGETHER - FEEL CLOTHES MAKE A STATEMENT ABOUT THEM -]-

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THE IDEAL WOW PERSONALITY CHARACTERISTICS MORE IMPORTANT THAN PHYSICAL ATTRIBUTES - TOP-OF-MIND CONMENTS TENDED TO BE ABOUT CHARACTER - LESS CONCERN WITH PHYSICAL BEAUTY THE 'IDEAL' IS SURPRISINGLY ATTAINABLE AND REALISTIC - MORE A REFLECTION OF 'FAMILY TIES' THAN "DYNASTYff THERE IS AN INTERESTING MIX OF 'MODERN' AND "TRADITIONAL" VALUES FOR EVERY AGE/CITY, THE IDEAL WOMAN IS SIMILAR

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WH0 IS THE IDEAL? A COMPETENT, CONFIDENT WOMAN WHOSE LIFESTYLE IS FULFILLING AND SATISFYING 'CARING, TAKE CHARGE, CONFIDENT, RELAXED, CAN HANDLE EVERYTHING. FAMILY- ORIENTED, BEING HAPPY AT WHAT SHEf S DOING. NICE. COMFORTABLE LIFESTYLE.' (LISA, 27, SALEM, NY) "SHE HAS A WELL ROUNDED PERSONALTY: SELF-CONFIDENT, NOT STUCK UP, FAIR, SENSE OF HUMOR, CARING, BIT OF EVERYTHING.ff (LORRAINE, 37, VS ULTRA, LA) "SHE'S SECURE IN HERSELF, KNOWS WHERE SHE IS AND IS HAPPY WITH HERSELF. DOING WHAT SHE WANTS IN LIFE. CAN BALANCE HOME, FAMILY, HUSBAND AND CAREER--SHE FEELS FULFILLED." (LINDA, 38, B&H, TAMPA)

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0 WOMEN DO NOT WANT TO BE DEPENDENT ON OTHERS - THEY ADMIRE INDEPENDENCE, CONFIDENCE IN WOMEN lKIND, FRIENDLY, BUT CAN HOLD HER OWN, PEOPLE DONf T TAKE ADVANTAGE OF HER... WOMEN CAN DEPEND ON THEMSELVES, THEY DONf T HAVE TO RELY ON SOMEONE TO DO THINGS FOR THEM.~ (SHARON, 19, NEWPORT, TAMPA) "USED TO BE: FIND A MAN, MARRY, KIDS, HAVE A HOUSE. NOTHING WRONG WITH THAT, BUT A HOUSEWIFE DOESN°T DO ANYTHING. Now WOMEN WANT TO DO MORE, GO OUT AND DO THE THINGS A MAN DOES. THE SECURITY OF HAVING SOMETHING FOR THEMSELVES.ff (KIM, 23, VS, LA)

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Philip Morris