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RJ Reynolds

Project Btw.

Date: 30 Apr 1984
Length: 67 pages
503828767-503828833
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Fields

Type
MARKETING DOC
Site
Owen Tb
Dir Promo
Marketing
Promotion
Request
Minnesota
1rfp93
Referenced Document
Tracker Hispanic Tracking System
Nfo 1980 83 (800000 830000): 1983 (830000) Sds
Date Loaded
27 Feb 1998
Named Person
Skc
Nfo
Msa
Tracker/Hispanic Tracking System
Lorillard
Philip Morris
Rjr
Box
Rjr2508
Characteristic
Marginalia
Brand
American
Camel
Kool
Marlboro
Merit
More
Newport
Pall Mall
Salem
Salem Slim Lights Menthol Box 100
Satin
Virginia Slims
Winston
UCSF Legacy ID
ltz75d00

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Page 41: ltz75d00
YOUNGER ADULTS IN SALEM`s FRINGE HAVE MORE HOMOGENEOUS WANTS THAN OLDER SMDKERS IN SALEM's FRINGE• THE KEY THEMES IN THE WANTS OF YOUNGER SALEM FRINGE SMOKERS ARE: • SUCCESS/PRESTIGE • MODERN/STYLISH/SOPHISTICATED • YOUNGER ADULT POPULARITY • PERSONALITY/SPIRIT • A "SPECIAL" BRAND FOR OLDER SMOKERS IN SALEM'S FRINGE, THE ONLY UNIQUE WANTS RELATE TO MODERATION--INTELLIGENT, SENSIBLE, AND A SMART SHOPPER•
Page 42: ltz75d00
IMAGE WANTS BY AQL _ HIGH CLASS/PRESTIGE HIGH CLASS 1 LIKE OTHERS ACHIEVEMENT ORIENTED 1 'SUCCESSFUL• ~ LIKE OTHERS GIVES FEELING OF CONFIDENCE ACHIEVEMENT ORIENTED 18-24 AGGRESSIVE 18-Z4 INTELLIGENT/SENSIBLE SUCCESSFUL MODERN/STYLISH/SOPH• STYLISH LIKE OTHERS 18-24 TYLISH SENSIBLE SMART SHOPPER CREATIVE SOPHISTICATED MODERN, UP To DATE MODERN SOPHISTICATED MODERN ADVENTUROUS (FOR 35+) FOR YOUNGER ADULTS LIKE OTHERS 8Y YOUNGER ADULTS 18-24 ACCEPTABLE To FRIENDS POPULAR WITH FRIENDS POPULAR PART OF IN-GROUP LOT OF PERSONALITY EXCITING LIKE OTHERS ADVENTUROUS 18-24 ACTIVE ENJOYS LIFE LIKES To TAKE RISKS DIFFERENT/UNIQUE IS OWN PERSON STANDS OUT NOT DECISIVE NOT INDEPENDENT AGE 18-24 5Aj EM FRINGE FOR YOUNGER ADULTS BY YOUNGER ADULTS POPULAR PART OF IN-GROUP LOT OF PERSONALITY ACTIVE ENJOYS LIFE ADVENTUROUS LIKE OTHERS EXCITING 18-34 SPONTANEOUS iLIKES TO TAKE RISKS CREATIVE IUIFFERENT/UNIAUE ISTANDS OUT (LIKE 18-34) AGE 18-3 4 SALEM Ef31NGE LNG~ AGE 35 PLUS_SALEC1ER t 8089 ZBEOS
Page 43: ltz75d00
BLACK SALEM FRINGE SMOKERS ARE MORE HOMOGENEOUS IN THEIR WANTS THAN ARE THE BRANDS WHITE FRINGE SMOKERS• BLACKS WAO HAVE A POSITIVE ATTITUDE TOWARD SALEM WANT THE FOLLOWING IMAGERY MORE THAN OTHER BLACKS: • SUCCESS/ACHIEVEMENT • YOUNGER ADULT POPULARITY • PERSONALITY (SOMEWHAT) WHITE MEMBERS OF SALEM's FRINGE WANT A MODERATE INTELLIGENT IMAGE MORE THAN OTHER WHITES•
Page 44: ltz75d00
1 C{AGEWANTS BLACK S8LEM FRINGE BUiYS THE BEST AC'HIEVEMENT ORIENTED SUCCESSFUL FOR YOUNGER ADULTS By YOUNGER ADULTS POPULAR PART OF IN GROUP WHITE SALEM FRLNGE INTELLIGENT/SENSIBLE SENSIBLE SMART SHOPPER LOT OF PERSONALITY LOT OF PERSONALITY ADVENTUROUS CREATIVE LIKES TO TAKE RISKS ENJOYS LIFE DYNAMIC CREATIVE ENJOYS LIFE ARE OWN PERSON OtBa ZBEOS
Page 45: ltz75d00
MALE SALEM FRINGE SMOKERS ARE MORE HOMOGENEOUS IN THEIR IMAGE WANTS THAN ARE FEMALES• THE MALE SALEM FRINGE SMOKER IS MORE LIKELY TO WANT AN IMAGE OF: • SUCCESS/ACHIEVEMENT • MODERN/STYLISH (FOR A MAN) • POPULAR • INTELLIGENT • "ADVENTUROUS" PERSONALITY THE FEMALE SALEM FRINGE SMOKER IS MORE LIKELY TO WANT AN IMAGE OF BE1NG DIFFERENT, SOPHISTICATED, AND INTELLIGENT/SENSIBLE. HER BRAND SHOULD BE "FOR YOUNGER ADULTS"• SHE IS NO MORE STYLISH THAN OTHER FEMALES•
Page 46: ltz75d00
1_MA('~E WAN_LS BY SEX M,A1.E . S L~EM FR LNG E BUYS THE BEST ACHIEVEMENT ORIENTED SUCCESSFUL A LEADER ' FEMAE SAL M FRINGE DIFFERENT/UNIDUE SOPHISTICATED INTELLIGENT/SENSIBLE FOR YOUNGER ADULTS MO D E R N STYLISH (FOR A MAN) STYLISH LIKE OTHER CREATIVE LOT OF PERSONALITY FEMALES NOT A LEADER POPULAR PART OF IN-GROUP INTELLIGENT/SENSIBLE :iENS I BLE SMART SHOPPER LOT OF PERSONALITY ACTIVE ENJOYS LIFE LIKES TO TAKE RISKS AGGRESSIVE i
Page 47: ltz75d00
GENERALLY, BLACKS, MALES, AND I8"3y SMOKERS IN SALEM'S FRINGE HAVE SIMILAR WANTS. THE IMAGERY THEY DESIRE IS UPWARD STRIVING, POPULAR AND HAVING PERSONALITY• FEMALES, WHITES, AND SMOKERS 35 AND OLDER IN SALEM'S FRINGE HAVE DIVERSE WANTS• THEY ARE VULNERABLE TO MODERATION POSITIONINGS• w
Page 48: ltz75d00
BECAUSE OF THE IMPORTANCE OF YOUNGER ADULT SMOKERS TO SALEM, KEY SUBGROUPS OF SNLEM`S 1$-24 FRINGE WERE ANALYZED. BECAUSE BASE SIZES APE SMALL THE RESULTS NEED TO BE QUALIFIED. THE KEY GROUPS (BASE SIZE) ARE: • AGES 18-21 (41) • AGES 22-24 (40) • MALES (25) • FEMALES (56) • WHITES (46) • BLACKS (34) RESULTS FOR BLACKS WERE NOT CLEAR. HOWEVER FOR OTHER YOUNGER ADULT SMOKERS IN SALEM'S FRINGE, THE IMAGE WANTS WERE SIMILAR TO THOSE OF THE TOTAL IH-24 SUBGROUP: • SUCCESS/PRESTIGE • MODERN/STYLISH/SOPHISTICATED • YOUNGER ADULT POPULARITY • PERSONALITY/SPIRIT • A "SPECIAL" BRAND
Page 49: ltz75d00
LMA_~E _WAN1S BY AGE 5ALEM H-721_ F RINGE HIGH CLR,SS/PRESTIGE SUCCESSFUL . HIGH CL<,SS ACHIEVENIENT ORIENTED MODERN/UP To DATE MODERN MODERN/STYLISH/SOPH• STYLISH (LIKE I8-24) FOR YOUVGER ADULTS POPULAR POPULAR WITH FRIENDS PART OF IN-GROUP SOCIABLE/LIKEABLE. ENJOYS L.I FE LOT OF PERSONALITY ExcITINC ADVENTUF:OUS LIKES RISKS ACTIVE CREATIVE: A EM 2-2y FkINGE ACHIEVEMENT ORIENTED LEADER LIKE 1_8-21 HIGH CLASS/PRESTIGE LIKE 22-2y HIGH CLASS MODERN, UP To DATE MODERN STYLISH SOPHISTICATED By YOUNGER ADULT FOR YOUNGER ADULTS (LIKE 22-2I1) POPULAR WITH FRIENDS LIKE 18-21 ACCEPTABLE TO FRIENDS POPULAR PART OF IN-GROUP LOT OF PERSONALITY SPONTANEOUS LIKE 18-21 ACTIVE LIKES RISKS EXCITING ADVENTUROUS DIFFERENT/UNIQUE IS OWN PERSON (LIKE I8-21) NOT SELF-CONFIDENT NOT INDE:PENDENT NOT DECISIVE I DIFFERENT/UNIQUE IS OWN PERSON STANDS OUT NOT AVERAGE SELF-CONFIDENT FEELING OF CONFIDENCE LIKE 22-24
Page 50: ltz75d00
1MAGE WANTS BY AGE SALEM MALE 18-24 FRINGE SALEM FEMALE 18-24 FRINK SALEM WHITE 18-24 FRLNy_~ HIGH CLASS/PRESTIGE ACHIEVEMENT ORIENTED SUCCESSFUL HIGH CLASS LIKE MALES LEADER AGE 18-24 IS OWN PERSON HIGH CLASS ACHIEVEMENT ORIENTED HIGH CLASS/PRESTIGE LIKE FEM• SUCCESSFUL AGE 18-24 HIGH CLASS/PRESTIGE ACHIEVEMENT ORIENTED SUCCESSFUL HIGH CLASS (LIKE W/18-24) MODERN, UP To DATE MODERN MODERN/STYLISH/SOPH• BY YOUNGER ADULTS LIKE MALES FOR YOUNGER ADULTS AGE 18-24 POPULAR POPULAR WITH FRIENDS ACCEPTABLE TO FRIENDS PART OF IN-GROUP 9188 ZBEOS MODERN, UP To DATE MODERN STYLISH SOPHISTICATED By YOUNGER ADULTS LIKE FEM• FOR YOUNGER ADULTS AGE 18-24 POPULAR PART OF IN-GROUP MODERN, UP To DATE MODERN MODERN/STYLISH/SOPH• STYLISH ~ SOPHISTICATED (LIKE W/18-Z4) BY YOUNGER ADULTS LIKE WHI' FOR YOUNGER ADULTS AGE 15-2-~ _f POPULAR WITH FRIENDS ACCEPTABLE TO FRIENDS POPULAR PART OF IN-GROUP FIT IN ANY GROUP i

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