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LIMITED BROW~ & WILLIAMSON TOBACCO CORPORATION Internal Correspondence TO: G.D. Raphael CC: J.F. Wilhelm K. M. Burk M. C. Canavan FROM: R.D. Sharp DATE:Augn~st 26, 1988 RE: Pro~ect Visa: J B. L. McCafferty B. Pellett M. Garcia (GDB) Research Request To request that consumer research be conducted to evaluate Visa copy lines. ~round Based on the results of two previous waves cf consumer research~ Geer, DuBois has developed creative focused on packaginq/product imagery. They have also developed two copy lines: "Introducing the shape beyond slim. Capri 100~s" "Capri 100's The most beautiful cigarette in the world." The advertising materials will be available for testing as photographic comps. Samples of decorated cartons of product and packs of smokeable product for use during the interviews will be available (menthol and non-menthol). Research Objectives i. TO evaluate two copy approaches. Determine net communication of each of the headlines. Determine consonance of each headline with the imagery and the rest of the proposition. 670S17~74

G. D. Raphael - 2 - August 26, 1985 2. To evaluate consumersI response to the total Visa concept: advertising, packaging, and initial product smoking experience. Determine whether any elements of the mix are incon- sistent. Sample Composition The recommended sample composition is as follows: - 100% females 50% 21-35 years old 50% 36-50 years old 50% virginia Slims smokers/S0% Lights 100's smokers Minimum 20% black 50% employed/50% not employed 50% menthol smokers/50% non-menthol smokers Decision Criteria The research results will he used: i. To determine which of two copy approaches is more involv- ing, consonant with the rest of the proposition, and carries the richest imagery. 2. Provide guidance regarding additional concept modifica- tions. Timinq This research is to be fielded in Detroit and New Orleans the week of 9/15. Topline research results are requested by the week of 10/6. All materials will be available by 9/12. 1064tat 670~17275