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RJ Reynolds

A Bellomy-Carrigg Report. Century (Vb) Brand Cigarette Advertising Communications Test. (2 Advertisements).

Date: Apr 1983
Length: 145 pages
504443643-504443787
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Fields

Alias
MDD83 42709
Type
REPORT
Attachment
3643 -3797
Named Person
Rjr
Bellomy Carrigg
Benson & Hedges
Recipient
Rjr
Date Loaded
27 Feb 1998
Request
Minnesota
1rfp93
Site
Scism Ak
Mdic Librarian
Mdd
Mdic
Author
Bellomy Carrigg
Box
Rjr2530
Characteristic
Marginalia
Brand
Barclay
Benson & Hedges
Bull Durham
Cambridge
Camel 85
Camel Box 80
Camel Lights 85
Camel Lights Box 80
Carlton
Century
Chesterfield
Doral 85
Doral II 85
Dumaurier
Kent
L&M
Lark
Lucky Strike
Marlboro
Merit
Multi Filter
Newport
Now 85
Now Box 80
Old Gold
Pall Mall
Parliament
Raleigh
Real 85
Tareyton
Tempo
Triumph
True
Vantage 85
Vantage Ultra Lights 85
Viceroy
Winston 85
Winston Box 80
Winston Lights 85
Winston Ultra Lights 85
American Brands
B&W Brands
Liggett Brands
Lorillard Brands
Philip Morris Brands
Generic Brands
UCSF Legacy ID
wrw65d00

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Page 1: wrw65d00
B~~_~t~~ t'~ V.h A t rigg Bello~-C ~ Po CENTURY (VB) BRAND CIGARETTE ADVERTISING COMMUNICATIONS TEST (2 ADVERTISEMENTS) #83-42709 Bello.cty-Carrigg, Inc. • Marketing Research
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Bellomy- Carrigg, Inc. Marketing Research ENTURY:(VB) BRAND CIGARETTE ADVERT I S I NG COMUNI CAT I ONS TEST (I t2 bDVERTISEkNTS) PREPARED FOR: R.J. REYNOLDS TOBACCO COMPANY APR I L, 1983 ° E:: 2025 u~ivr~zsri >> i~,~l2f(\l~/1Y • WiNsr()iN-sAi.i~a11. N.C. 171(Ni • (919) 722-9117
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I I I I I I I l i I I I I I 1A111.,1~s11--C5~L_N1 J BACKGROUND RESEARCH PROCEDURE AD "A" - INTRODUCING CENTURY. TASTE THAT DELIVERS, AD "B" - INTRODUCING MORE FOR YOUR NONEY, CENTURY. AP~'l M C!UEST I OPlNA I RE GUOTA SHEET - PER CELL 0 i
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50444 3646
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I j 1 I I I I I I I I I i BflGKGROUND R. J. REYNOLDS TOBACCO COMPANY CHOSE TO TEST TWO PRINT ADVERTISEMENTS FOR CENTURY BRAND CIGARETTES. CENTURY IS THE BRAND DEVELOPED UNDER PROJECT CODE "VF;" AND FEATURES 25 CIGARETTES PER PACKAGE. BELLOMY-CARRIGG, INC. WAS CHOSEN TO PARTICIPATE IN THE STUDY BY COLLECTING AND PROCESSING THE DATA. ~
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50444 3648
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I 1 1 I I I I I I I I I D 0 RESEARCH PROCEDURE TYrl-of-SlULI - PERSONAL INTERVIEW. RESPONDENTS WERE INTERCEPTED AND SCREENED IN CENTRAL LOCATIONS. THOSE QUALIFYING WERE INVITED TO PARTICIPATE IN THE TEST. LuATm - INDIANAPOLIS, IN - DES MOINES, IA - DETROIT, MI - MEMPHIS, TN M :RCIEWING PERIOD - INTERVIEWS WERE COMPLETED BETWEEN MARCH 23 AND APRIL 5: 1983, SMU-DEUM - THE SAMPLE CONSISTED OF TWO EQUAL CELLS OF 200 RESPONDENTS EACH, COMPRISED OF NON-MENTHOL SMOKERS.
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I I I I I I I I I I I I I I I - RESPONDENTS IN EACH CELL WERE SHOWN A SEPARATE ADVERTISEMENT. THE CELLS ARE IDENTIFIED AS FOLLOWS: CELL LETTER _CODE UESCRIPTION A INTRODUCING CENTURY. TASTE THAT DELIVERS. B INTRODUCING MORE FOR YOUR MONEY. CENTURY - RESPONDENTS WERE RECRUITED SO THAT EACH CELL WOULD HAVE A SPECIFIED QUOTA BY SEX AND AGE AMONG THE THREE SMOKER GROUPS, FULL FLAVOR, FULL FLAVOR Low TAR AND ULTRA Low TAR. GUIDELINE QUOTAS WERE ESTABLISHED FOR EDUCATION, INCOME AND RACE. A COPY OF THE CELL QUOTAS IS IN THE APPENDIX. IN[E.BYIF.WLNG PROCEDURE - UPON ARRIVAL AT THE INTERVIEWING LOCATION, AFTER HAVING BEEN QUALIFIED, THE RESPONDENTS WERE SEATED AND THEIR SCREENING QUESTIONNAIRE DATA WAS REVIEWED 'r0 ASCERTAIN THE ACCURACY OF THE DATA, - THE RESPONDENTS WERE GIVEN ONE OF THE TEST ADS TO READ. AFTER THE RESPONDENTS HAD COMPLETED REVIEW- 1:NG THE AD THEY WERE INTERVIEWED USING THE PRO- (:EDURE OUTLINED ON THE MAIN QUESTIONNAIRE. A COPY UF THE QUESTIONNAIRE IS IN THE APPENDIXI mmDuLs - COPIES OF THE QUESTIONNAIRE AND QUOTAS ARE.IN THE APPENDIX SECTION. j nA ~,...,.._r., ....s.f.t .....
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- COPIES OF THE ADVERTISEMENTS USED IN THE TEST ARE AT THE FRONT OF THE TABULATED DATA FOR EACH CELL. I 1 I I I I -rHE INTERVIEWING MATERIAL AND AD BOARDS ARE IN THE: POSSESSION OF BELLOMY-CARRIGG, INC. AND WILL BE RETURNED TO R,J, REYNOLDS TOBACCO I,OMPANY. - THE BELLOMY-CARRIGG. INC. REPORT TO R.J. REYNOLDS TOBACCO COMPANY CONSISTS OF TABULATED DATA ONLY. THE DATA HAVE BEEN TABULATED ACCORDING TO INSTRUC- TIONS RECEIVED FROM R.J. REYNOLDS TOBACCO COMPANY. THE REPORT CONSISTS OF ONE VOLUME. n .~i„ .~_ . .•.~ . .
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50444 3652 F / H 0 _
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Warning The SurgEon General Has Determined That Cigarette Smoking Is Dangerous to Your Health a c 19113 Rd. ReYnotae Tobetco . LIGHTS: 8 mg. Ntar", 0.8 mg. nWicotiri9~x FIITER::14 mg. Ia~'~1.0 mg. nicotine, ; ., t ~ . X•, . . '~1 ., pack . / Regular [ Taste that delivers• IN THE MONEY.SAVING 2
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BELLtriY - CARRIGG, INC.... VB-CICARETTE ADVERTISDM COfTRUNQCATIOM TEST.... J06 #10304.... t4AiiCti, 1983 TASLE 1 2 3 4 5 -0 ~sx 6 7 8 9 10 11 12 13 14 is 16 18 19 21 23 24 TABLE TITLE FILTER 0. 6 APDROXIftATE1,Y HOU !'tAMY CIGARET7F.S DO YOU USf1ALLY SflOKE PER DAY? 9.17 INTO WiICii 0F THE Fix.LOWING ACE GtCUPS DOES YOtit AGE BELONC? @.10 WAT WAS THE LAST GRADE OF 9CFOM YOU COlQLETED? Q.11 ltARITAL STATUS 2.12 t6iAT IS YOlat OOQ.pATIOR? . Q.13A WiAT IS YfJCMt RACE? 0. 138 SEX 2. 14 TOTAt YEARLY FAHILY INC0ME Q.IS CITY Q.7A WAT pNE BRAFD OF CIGARETTE8 DO YOU St10KE t'DST OFTEN AIO CONSIDER TO BE YtM tSUAl. BRA!#D? 2.17 H7Y LIiCEL.Y iKS1 YOU BE TO BUY THE CIGARETTE SMW IN THIS ADVERTISEPENT? 0.18 UHAT WAS THE !'qIN IDEA OF THE AD? 0. 19 iNAT OTFER IOEAS iERE BROM OUT IN THE AD? Q.20 NOq DIFFERENT CO YOU TNI1iK CEKnKY YOIS.D SE C01'PARED TO OTFER 8RAf0S OF CIGAR£TTE8't Q.21 WY DID YOU SAY CaR:RY {UA A BE D2FFERfltT/NQT DIFFEJtDNT't 0.22 ~ C~fSIDFRIl~IG WAT IS BEING MID /=!T THE CICARETTE, !~Y ItPQtTANT IS THE CIf~ttETTE IDEA TO @.23 iHY DID YW SAY THE IDF'A NA8 VMTA}tT/5D-'SQJNOT IlPORTAM'? 0.24 AS A SRAFO OF CI6ARETTEB FOR YDUt aN tl9E. "T BEST DE5C3tIBES THIS CIGARETTE YOU JRtST READ ABfllIT? Q.~IF AMYTHI/, IN THE AOV~JtTIBE?E'HT YOU READ, DID YOU FIAD CQfUBINC at HARD TO Q.26 BASED ON THE AD YOU SAY, 00 YOU THIK CENTUtY'S QtJAI.ITY W0R.D BF... Q.27 tOQARED TO OTFER BRANDS, MWT I$ Y= DmECTATIQt OF CENITtStY'S VKE FOR THE t1tNEY? 0.20 C"ARED TO CTHER BRjNCS, WAT I8 1RUt EXPECTATION OF CEFlTUtY'S WN.LE? 0.27 tO'pfIRED TO OTtF~t BRAHDS, iNRlT IS: YOUt EXPECTATION OF CENTURY'S COST? 4.30 .UQCING Fitaf THE AOVEItTISEf~?/T, WAT DO YOU THIMC THE CIGARETTES YQR,D BE LII(£7 bS9F bbbOS
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TASLE 31 0 35 36 41 SELLQTY - CAftRIGG, INC.... VS-CIGARETTE ADVF1tTISIAIG CUl4MCATIOH TEST.... JOB M0304. ... lYARCH, 1983 TABLE TITLE FILTER 8.30 .RDGItiG FROM THE AtKIERTISEtBNT, WRT DO YOU THINK THE CIGARETTES W3lR.p BE LIKE? ` v. w vw..a.ws . nv., v nc rvvGn i taG! Lq! I oR}7 ! W! W 1/71T / f1C V lYf~C /! Ga MYK,V BE L1KC f 0.30 XMT_NG FROM T!E ALKERTISE'."FltT, WAT '.If: YOU THINK THE CIGT. S UCKA.J BE LIKE? @. 30 JIDGIHG FROM THE ADNERTISElENT. 6NiAT 00 YOU THINK THE CIGARETTES" iI OULD BE LIKE? 0.30 .JIfDGIN6 FROM THE AOt~1tTI8Ft~TtT. YiAT DO YOU THIMC THE CIGARETTES iRRRD BE LIKE? Q.30 JRAGIMG FROM THE AUNERTISEMETtT, iR1AT 00 YOU THINC THE CIGARETTES YOlRD BE LIKE? 0. 30 .RAGING FROM THE ADVERTISElEMT, -uiAT , DO YOU THINK THE CIGARETTES U011 0 SE LIKE? 0.31 .fWGIMG FROM THE AUVF'JtTISEfB:KT, hHAT KIND OF PERSON 00 YOU THINC UOtA D SMOKE CENTURY? 2.31 .RA6ING FROM THE AflVERTISFMENIT, - WAT KIND OF PERSON DO YOU THIHC WOU.D SMOKE CENTURY? 9.31 JRRK;ING FltQ! THE ADNQt7Z8£lEKT, iRiAT KIPD OF PERSON 00 YOU THINK VOERD SlOM CENTURY? 0.31 aDGING FREp1 THE ADVERTISQ'ENT, ` 8}IAT KIAD. QF PERSON DO YOU THIN( {KMLD SMOKE CENTURY? n .:• . . 0.31 JIAGIHG FROM THE ADVERTISQpiT. iR{AT KIND OF PERSON DO YOU THINK NOlLD SMOltF CFNiURY? Q. 31 .URat'ING FRQf THE ADR~ERTI8Et1ENT, iMT. KIND OF PERSa! 00 YOU TMIMC VOll A StWE CENTURY? 8.3ZA HOW LIKE.Y WILD YOU $E TO BUY CEKTURY AT THE SLIGHTLY HIQ£R : PRICE (8 CENTS MORE - OETROIT/DES flQII£S DETROIT/DES PIOINEB)? .• ... 0.328 HON LIKELY UOtLD YOU BE TO BUY CENTURY AT THE SLIGHTLY HIGlfJt PRICE (5 CENTS MORE - INDIANAPaIS/rElPKIS IFDIANAPOLIS/TE'1PHIS) ? Q.32A/e HOId LIKELY Wtn D YOU BE TO BUY CENTURY AT THE SLIGHTLY HIGFQt PRICE? Q.33 BASED ON CENTURY COSTIIB; SLIGHTLY MORE PER PACK. 00 YOU THINC CENTtltY'S Q1Al.ITY UOILD SE... 0. 34 CaPARm TO OTFER BRJMDS. WAT 1AtLD YOU SAY IS CENTUtY'S VALtE FOR TIE !"RNEY AT THE SLIGHTLY HIGFER PRICE? ARm TO OTHER BREWOS. iHAT W~D YOtI SAY IS CENTURY'S W~UE AT THE SLIGHTLY HIt~R PRICE? S S9£ hAttOS PA6E II
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8ELl..tXiY - CA-P-RTGGs AOVERTS$M COMfitICATICW TEST.... .10B 80304.... tWCN, 1983 0. 1? iHAT 4TfFR IDF.AS iEtE BR=.'t!T QCR IN Y'FE AD? INTROOUCING tENtLRY. TASTE THAT OEMERS. FE- 28 - TOZL, Ml.E MA[.8 ,34 35+ ....~.. -..... ......r~ ~..-- TOTAL RESPaME?CT8 200 133 67 49 101 !~7RE CIGARETTES (NET) 78 SS 73 4!4 34 TA8#.E 13/1 R'....'DV' . c DietKE9T AO PRICE AD PRICE P~AY/ DEF/ tWY/ DEF/ ~-ER/ BET- FOR COST -fRl 8ET- FOR Ftx,L. DEFJ MAY WiflB DFF/ MAY DROS SRIi'E TER nf LESS SW£ TER TFE FLA- LOGt PROB MQT FQT DitOD MOT NOT QUAL WL- MQN- PER QUA[. VAL- t'OM- VOt TAR BN Btl1! SUY BUY SUY SUY -ITY ' tE EY CIG. -ZTY (!E EY -..~ ......- -..~- -....- 100 100 75 68 57 73 65 62 185 100 122 S6 191 87 102 40 38 32 26 20 27 0 26 74 43 49 23 73 40 +47 39.041.434.34t,,433.740.038.04Z738.235.137.038.541.940.043.040.241.1 38.2 46.0 46.1 25 IN A PAM 47 32 23.5241 hORE CFOAIitETLES/lfORE PER PACK 19 15 9.511.3 5 MORE CICARETTES 11 7 5.5 5.3 ?3 IM3zEAD OF 20 6 4 3.0 3.0 !'IatE CICqRETTES FOR !^nClR !!',31HEY i 1 0.5 0.8 ECONOXSY (lfT) 49 34 24.5 25.6 SAVE EY/MONEY SAVIr1G 37 26 18.5 19.5 OOm/8ETTFR PRIfFJVA.EE 7 6 3.3 4.5 lOtE FlDR YO[Rt MONEY 4 2 2.0 1.5 15 ~4 23 22 25 19 15 13 16 17 14 45 27 31 13 45 25 28 22.4 24¢222.822.025.023.32Z.1 22.821.A26.22Z624.327.025.423.223.628.7D.S '4. ]~i 9 6 9 4 8 6 5 17 15 14 9 18 13 13 6.0.11.;1 7. 10.0 9.0 1Z 8.8 7.0 11.0 9.2 8.1 9.2 15.0 11.5 16.1 9.4 14.9 127 ..+~ 17 4 7 4 6 2 3 4 4.0 7.0 4.0 8.0 2.9 5.3 5.5 3.1 8.1 519 2.0 3.3 1.8 4.7 S.7 6.9 2. 3 3 2 4 2 3 1 2 0 4 6 4 5 2 6 1 4 3.0., 3.9 3.0 2.0 4.0 2.7 4.4 1.8 2.7 - 6.5 3.2 4.0 4.1 3.6 3.1 :.1 3.9 0:~0 1 1 0 0 0 1 0 1 0 8 8 I -=> - 1.0 1.0 - - - 1.8 - 1.5 - 0.5 1.0 0. 1, 0.5 1.1 1.0 1S'''' Z/ 22 24 25 20 16 1X 18 13 16 46 27 36 18 48 22 24 Z2.*;27.3 21.8 24.0 25.0 26.7 23.5 Z2.8..Z4:7 Z3.1 ?S.8 24.9 27.0 29.5 32.1 25.1 25.3 23.5 - 1Y`3: 20 17 18 19 16 13 $; 14 12 11 35 23 29 12 37 17 19 16..:~0.2 16.8 18.0 19.Q 21.3,19.1 14.~~19.2 18.5 17.7 18.9 23.0 23.8 21.4 19.4 19.5 18.6 3' 4 4 3 2 3 2-_- 1 4 2 6 1 2 1 7 3 3 4.0 4.0 3.0 2.7 4.4 3.5,':: 1.4 6.2 3.2 3.2 1.0 1.6 1.8 3.7 3.4 2.9 Z':• 3 1 1 3 2- 1 1: 2 0 2 4 0 3 2 4 1 3.0:'"3.0 1.0 1.0 3.0 2.7 1.5 1.8. 2.7 - 3.2 2.2 - 2.S 3~.6 2.1 1.1 1.0 099£ ty!7tyOS
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BQJUYfY - CAR!2:w. iMC ... V8-CIf:ARBTTE AMERTS3T~'i .Ct7!MCATZOM TE3T.... J06 803Q4.... MARCH. 1983 Q.21 cm DID Yocs SaY cERruRY. YoflLD 8E DZFFmtENr/F#0'T DZFFlemfrt ZNTRWEICZI'iC CEWW. TASfE THAT DELZtEtS. TABLE 15/2 AD PRICE AD PRICE NSGH flORE HICH MORE tIAY/ OfF! `' C1AY/ DFf/ -fR/ BET- FOR COST -9R! BET- FOR u TQTAL iC£SRpt~FMS TAStE DZFF ERfW/ALL TASTE ?7 20 7-:26 11 16 11 10 D&FFERENTMEN TASTE DIFFERENT 13.5 15.0 10.4 16.2 10.9 16.0 11.0 13.3 - FT3.L DFF/ MAY PRW OFF/ !'!AY DRW SlilE TER TtE LESS SA!£ TER TtE FE- 18 - FLA- LOW PROB NOT NDT PROS NDT MDT QtfAt VAt.- r10M- PER SuAE. vAL- txJFF- TOTL MKF flAi.F :. .3t 35+ V0f't TAR SUY SVY SN' StlY SUY BUY -ZTY tE EY CIG. -ZTY LE EY ....-_ _...... .;..._ ~~ ,.... ~~ 200 133 67 ,`49 101 100 100 75 ,. . . , ._ ._ _. ..... ,.- ~~ __ -. . 68 57 73 65 62 185 100 122 56 i91 87 102 9 8 11 10 6 25 19 20 8 26 9 11 13.2 14.0 IS.I 15.4 9.7 13.5 19.0 16.4 14.3 13.6 10.3 10.8 5 7.4 7.0 4.1 7.7 11.3 7.0 7.0 5.7 1.8 7.3 4.6 4.9 9 3 7 3 9 4.4 3.S ~3 3.1 4.0 4.3 2.0 41 5.4 4. 3.4 4. 3 2 1 3 0 4.4 3.5 4.1 1.3 4.8 3.2 5.0 4.1 3.1 3.4 3.9 0 0 2 0 0 2 1 2 1 2 0 2 - - 27 - - 1.1 1.0 1.6 1.8 1.0 - 2.0 1 5 10 3 5 16 8 12 8 17 7 9 1.5 8.813.7 4.6 8.1 8.6 8.0 9.814.3 8.9 8.0 8.8 1 5 10 3 4 15 7 11 8 16 7 9 1.5 8.813.7 4.6 6.5 8.1 7.0 9.014.3 8.4 8.0 8.8 0 2 '2 0 3 3 1 2 2 4 0 1 - 3.5 2.7 - 4.8 1.6 1.0 1.6 3.6 2.1 - 1.0 16 13 12 18 18 45 23 27 18 45 21 26 23.5 22.8 16.4 27.7 2P.0 24.3 23.0 22.1 32.1 23.6 24.1 25.5 At.t. TASTE THE SlVlE1TAS3"E LZKE 1.5 9 6 7 8 3 12 6 T4!'.,rTE 7.5 6.13 9.0 7.1 7.9 3.0 1Z0 8.0 L Iw*/!4ZLD TASTIM 4.3 6 4. S 4.0 S. 5 6. 6 3.0 5.3 4. 5 2 ''3 2 4 3 2 3.8 3.0 3:1 2.0 4.0 3.0 2.7 SA TASTM 7 3.5 ALL QTHER TASTE !'flNTZONS 2 2 0 ' 2 0 1 1 2 1.0 1.5 -Z0 - 1.0 1.0 27 CAit IAt TAR/ltICOTDE (NE'f) 18 13 5''b' 12 9 9 12 9.0 9.8 7.5 &4 11.9 9.0 9.016.0 LW IN TAR 17 12 5 ~ 12 8 9 11 8.5 9.0 7.5 3i.1 11.9 8.0 9.014.7 LOY ZN MICOTIPE S 4 1 ~ 3 2 3 3 2.5 3.0 1.5 Zff; 3.0 2.0 3.0 4.0 1 AR8 EKY SL.IQMY 48 32 16 24 24 19 29 19 IFFERENY/SIltILAR/ALIfTlSAi£ 24.0 24.1 23.4 2At.2 Z3.8 19.0 29.0 ?3.3 I oa9F !r7bQS
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50444 3718 0 0 - - - - - - - - - - - - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 k3MSNd OWtkW l.NOQ EZ 8'9 6'8 0'6 0'8 6'S T'9T L',( b'T O'IrT 6'S E'S 0'OT 0-9 6'L T'8 t-v 8'6 0'8 S4w218 0 Z ET S TT 8 TT 01 S: T 8 b b 01 9 8 8 E ET 91 aF110 t+RWLL A3i0W ?rlOrl XW S53'1 - 6'9 b'Z.b TZE T•TE 0'T$ ZZb T'SS 6'% . T'Oc 9'ZS T',Lb L'9Z O•m 0'L£ 9'w b'LE E'6b 8'9F O'Tb 0 9 T8 8T SE I8 $1 9E bt'; . Zt 0~ Z'E OL So LE i3 . 18 EE 60 Z8 JL'7WfYi WAU XW tWMV 3WS 3k:. 0'O0T8"06 8'OS 6'8S 8'6S 0'T9 6'IS 8'SZ b'sGS'89 E'E£ T'Lb O'89 0'm 0'LS S'1r S'K E"9b r'ES 0'TS I 7.OT 6L L6 8E El T9 96 9T 9E, : OS 61 ?.E TS gr [S 8V K TE T1 ZOT AN3ti VY3ul ll03 3" Z0T L8 T6T 9S ZZI OOT S8T x9 S4 :, f1 [S 89 SL 00T 001 TOT 66 L9 EeT OOZ S.iAG0NOCS3a 'N101 ~~ _.... ~.... ~- ~.._. `- ..~- -~ _...~ -~ _....- --..- ~- .l3 3n A.ll- '9I3 A3 3n A.1I- AJIB A138 .LitS AttS At18 .N8 blttt M ttE b£ 3"M 9']tiLi 't1.01 -" -'IkM 'W1H 213d -Nai 1tiA WO J.N .LOMt1:- 80Ild lON 1.DN 80ad flQ"7 -VV - ST 33d 3i1 ?t31 314 IsM 3Ht ?C-tl 3AS 80ild A/(J=" /aO WM .ItJY /a0 TYu 2lE13 -138 /2©- 1= 21U -138 /3Ci- IaG AqU /Z130 /.M 3" H3IH 3W1 l+19IH ~.. 333eid tW 3:1I?!d :~~.~ .-. .. aa~ru uu iwi,~:~'1 "A~itN30 ~I+IIaf~00~21tI 4MI ?Id ?C3OIH .1Z1H9I 71S 3LL lfl A3M 3{t XW3n1tM S.4M" SI O5 iM Q'M 1tW 'SOO2t$ Z$L3,0 Qt OWdWOO bE'0 Zb 3~8tt1 E86Y '}cWU••••b0a0iM 8W"•••1531 NQIIv'JIw"t33 uiTSIia3em 3L132i~`JIO-SA•••'otiZ '39i"V3 - AS,iDTL3F'i
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MIOKY - tARftIGG, ZrIC....VB-CIGARETTE 40YE7RTZSIHG CM'RaMICATItN TEST.... .#DB N0304....rARM 1983 ~ ARID TO OTHER BRAF~S. ~!T t~lOER,A YOU SAY x5 CQ~tTL~'tY'S V1ALteAT T!E SLIQ;TLY HI&fQt TKY'QfYkr:TlALI fl"MWY_ TACT@ 1'ffAT R@t ffRoo ~ TABLE J* SOC Ac.'E +1D PRicE ao aRZCE MAY/ OFF/ MY/ flEFl -fJt/ 8ET- FoR CQSi' -ER/ 9ET- FOR Fu.L. DEFI t1AY PROB 0WI t1AY PROB BAtE TER Tt£ LESS 8AlE TER T1iE FE- 18 - FLA- LtaLt PROg MDT NOT DROB . NQT NOT QUAE. VfAI.- l1DM- PER QNA[. VAE.- t10M- TOTt. MALE [1AL,E 34 3S+ VOR TAR BUY StN Bt1Y BUY :: SItK 8UY -ZTr EIE EY C2c. -ITY EE EY TOTAL RESPQNDER 19 200 133 67 99 101 100 100 73 68 57 73 43 62 105 100 122 S6 191 87 102 A BETTE3t VAt.LE 87 62 25 42 45 45 , 42 40 29 18 44 '-~: 30 13 8,t 55 65 27 82 87 79 T}€ 3AM 'JALLE A L.fl1EJt VALtE T1tRttt OTM BR4NDS OWNT iQNDRJJt4? ANSLER 43.546.637.342.444.645.042.053.342.631.660.34&221.043.8Z.0S3.348.242.9I00.077.5 98 60 38 51 47 50 48 34 33 31 29 ': 32 37 94 39 49 23 97 0 23 49.0 45.1 56.751.546.550.048.045.348.554.439.7,0.259.750.83'9.040.241.1 50.8 -22.5 15 11 4 6 9 5 10 1 6 8 0`-.` 3 12 10 6 8 6 12 0 0 7.5 8.3 6.0 6.1 8.9 5.0 10.0 1.3 8.8 14.0 -.:4.619.4 5.4 6.0 6.6 10.7 6.3 - - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 6 LLE tittOS
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Warning 1he SUgeon General Has Ueternuned That Crgarette Smoking Is Oangerous to Your Hcalth TS: lT4mg.:". Y.0 'm~Aicotin ~ ® m ducing moreforyrourmoney. ., ® 0 1 . . •~ . . -.. .. . \ 0196~d.Re 14iTo ~ '~ . Regular me ., :
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BELLQtY - CARRIGG, ItaC....VB-CIGARETTE ADVERTISIMG L'0miNICATIOFt TEST.... J06 00304.... WCH, 1483 TASl.E TABLE TITLE 1 0.6 ADARtXIMe1TELY MW t0FtY CYCAR£TTES DQ YOU iSUAE.LY S'l0CE M DAY? 2 9.9 IMTD imlQt tr Tw ML1tETmC ert Cmeta rncQ YeY e em ect ~r:r" 3 8.10 iMAT YAS THE LAST CRADE OF 8CH00L YOU 'CCrDt,ETWI 4 4L11 WITAL STATL:S 5 t.12 WAT IS YOUt OCCLpATIO*f? 6 4L13A iMAT IS YOExt RACE? 7 0. 138 9E7C 8 0. 14 TQTAL YFARLY FA!?ILY Zf R;d'E 9 e.IS CITY 10 0.7A WAT d£ 8RAt4f OF CICARETTEB DO YOU SOM fQST QzTEN A!~) L'OhlSIDER TO BE YOl71t LSS!lA4,. BRMD? 11 0.17 FDU LIfCSLY liOELD YOU 8£ TO BUY THE CICIARETTE SF4OW IN THIS ADV'ERTISeVNC? 12 @.18 t4i4T iiAS TFE KAIN IDEA OF THE Afl? 13 6,19 WAT OTtfR IDEAS iM BROtGHr OUT IN THE AD? 14 4L20 NOi DIFFEMT DO YOU THINK CDMJRY UOEILD BE COCDAREn TO QTifR BRAMS OF CItaARETTES7 iS 6.21 LM' DID YOU SAY CFRTUtY fiQULD BE DIfF£lRENf/NOT DIFFER£Nt'? 16 ~ C~ZDERItC WRT IS 8£It6 9+RID A80UT THE CI6AR£TTE, FOiE It'PaRTANT IS THE CICAREfTE IDEA TO 17 8.23 UNY DID YOU SAY Tt£ TDFA UpS IlQORTAN TJ9(?-+9Q/ICT It"PORTAKT? 18 Q.24 AS A SitAFt! OF CIQ4RETTES FQt YOUR DW 1lSE, {MT BE'ST DESCRIBES THIS CIQAR£TTE YOU .R.PST READ ABOUT? :9 9.?S !al4AT. 7' ANY:?SM, IN T!£ ADVERTIS£MT YOU R£AD, DID YOU FIND COFFU4M OR FlARD TQ C~DFR3TAID? 20 Q.26 BASED ON tME AD YOU SAY, 00 YOU THINK lEN!TERtY'S Qt1ALm YOU.D BE... 21 Q.27 CQ'pARED TO QTFER 8RANDS. WAT IS YDUtI EXPECTATIW OF CEKTEW'S idAt.lE FOR TF4E !'ONEY? 22 0.28 CQPARfD TO 0'tWR BRANDS, WAT IS YOUt I O®ECTATIW OF CENTURY'S NAE.tlE? 23 0.29 Ca'PARED TO QTlfR 8RANDS. WAT ZS Yt3.1R I EXFEGTATIOPR OF E;EM'RKY'S COST'? 24 0.30 .UIX= FRLlS T!£ ADVBRTISEMENT, i9AT D!? YOU Ti{2NC TFE CIGRaRETT£'' VOULD 8£ LIKE? FILTER ZZL£ W?VOS
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3iLt..L7ltY - CARl2Z= 2NC.... trB-CICARETTE ADtEFtT1SIt4; COMI~tXCATZOPt TBST.... .lW #0304.... RfARCK, 1483 e.11 !'tARZTAE. STATUS ZKCR~ f10RE F!R 1''0M !'RkEY. CFXRRY. TABU 4 Afl PRIM I APRIM !pY/ DEF/ MqYl OEF/ -fR/ BET- fOR OQS7 -ER/ BET- FOR FtLL DEF/ RAY PROO tlWI MY PRW SAt'E TER TME LESS SAlE TER TM FE- 18 - f1A- LM ARCB !10'T NOT AROD ME'tT KTf 4taAl. M- ME3f- PER 4UAK. VAL- t1E~i- TQTt. MkIL.E M~ 34 3S+ VQt TAR BUY BUY BtfY BtdY. O11r BUY -m tE EY cZC. -ITY LE EY ._._ - - _.-- __... _._.. - - - TO'TAL RE9oFCeq rs 200 134 66 98 102 99 101 61 65 74 86 49 66 186 98 122 68 189 102 111 MatRiED 123 78 45 39 84 59 64 40 41 42 54 33 36 12i 63 79 45 118 61 68 61.558.268.239.8$2.459.663.465.663.1 56.862.868.854.56Q.1 "3 "S 66.2 62.4 39.8 61.3 SIlMGLE S2 36 16 47 t 28 24 14 1T 19 23 .- •1i 18 45 21 27 14 49 28 29 26.0 26.9 24.2 4LQ 4.928.323.823.029.225.726.7?2.927.324.221.42L1 20.625.9?1.526.1 UMOUEDlSBPERATED/DIVORCE'D 24 19 5 11 '13 12 12 7 5 12 9 ~4 11 19 14 15 9 21 13 14 12.0 14.2 7.6 11.2 12.7 i2.i 11.9 11.5 7.7 16.2 10.5 &3 16.7 10.2 14.3 12.3 13.2 11.1 12.7 12.6 0 0 0 0 0 0 '0 0 0 0 0-0 0 0 0 0 0 0 0 0 - - - - - .. - r r .. r MQ AFl8i43t 1 1 0 1 0 0 1 0 0 1 0-.0 1 1 0 1 0 1 0 0 0.5 0.7 - 1.0 - - 1.0 - - 1.4 - • - 1.3 0.5 - 0.8 - 0.5 - - LZL£ Wyt?45
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._.• •,,._, 3eLL0ln' - CARRIG6, 214C....VB-CIQARETTE ADRIERTISM Ci~l1tMZCATI0N SEST...." 043040...wiom, 1983 e.12 WHAT IS Y1X1R f1GCt'ATZQw InTRObHCING t10R.E FOR 1'M01fM. CENfURY. MF.RES'i' Ad TAME 5/2 PRICE !!AY/ l~EF/ M4Y/ ~F/ ~ ~T- MORE COST ~ VET- F~~R F1Rt. Off/ MAY PROS DF/; 1"IA-Y ARW SA!'E TER THE LESS SACE TER THE FE- IS - FLA- LOU DROB NOT NOT PitW .- NUT NOT atAAt. tkL- f 10N- PER BWAL VAL- M74- TOTL r1RIt.E MALE 34; 35+ VOR TAR BtJY BUM 8iM BUY .•= St1Y $UY -ITY LIE El' CIG. -ITY UE EY -~ -...~ .,...- _.~ ..~.. .~_ .r.~_ ......,. ~.~.. ~....~ ..~ -_..._ T'OTAL R£SPflNDQ418 200 134 66 98 102 99 101 61 65 74 8b~. 43 66 186 99 122 68 189 102 111 RfF=/MQ AMER 9 7 2 4 5 6 3 2 4 3 3 3 9 4 5 3 9 4 6 4.5 5.2 3.0 4.1 4.9 6.1 3.0 3.3 6.2 4.1 4.5 4.8 4.1 4.1 4.4 4.8 3.9 5.4 6Z!_~ !70y1p?S
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50444 3730 - - - - - - - - 0 0 0 0 0 0 0 0 0 0 0 0 0 o a o O O 0 0 0 0 0 0 0 - 0 - - - 0 0 0 0 - - - 0 0 0 0 0 0 0 0 0 0 0 - - - - 0 0 0 0 0 0 0 0 T'06 Z'06 S'T6 9'Z6 8'T6 8'T6 6'O6 0'L6 8"`~ 6W 9'bb £'Z6 6'98 0'9b 6-98 Z'$$ 6-b6 6-06 8-T6 t-T6 001. .'.6 E1T £9 ZTT 06 69T 109 9V . : Zd OL 09 £s L6 98 06 £6 09 EZT E8T 6'6 8'6 S'$ b'L Z'8 Z"8 T'6 O'E Z'V T•ST b't L'L T'ET O'd T'ET 8'TT T'L T'6 Z'8 S'8 TT OT 91 S OT 8 LT Z Z.; ET b t 8 b ET ZT. S 9 TT LT ITT ZOT 68T 89 ZLT 86 98T 99 at 98 bL !:9 T9 TOT 66 ZOT 86 99 b£T O0L s-1-tGaNO(SM IVZI 1~3 ~1 ~H -~.~~ ~,y~~ 47~~~~ Sli W~ -i7o .-..- ._..~. -..... -.-.. ~- - - - - -..r - - ~..- d1I- •9I~ 13 3i1 ~lll- Ali8 ~ lm ~ lm ~?II~l b[~A +~ bE 3~H{i 3'~i 1,DMy~ tN~ }O~ 8D~iyld~ ? !!D'i Id 7~l~ iM fl i 8D b N '~ • 1 d Nb ~t3d - ~1~i 7 ' 1Q I~K -~tlli~ - 8T -3~i j ~ ~ y~ ~ 1 ~ ~ ~ ' ' ~ ~ W~y~ ~U j T H .i..7 8~~•a~{/i~ A7'1Ry~t 'ii .7/y~1~~0~ s~~3a~7 ~1. yHi y~ ~~ ~/~~/'~~ ~R~/~~ A'_ 'y ~~Q ~ ~ ~ I ~~4i i.i~/ A~ ~ .~iU iiY !_~~_ /a.T' i~7i7~J W~ _ i .iJ+aU Mm =_- -Cb.C #• . -ANtZM `AM.i SM 8W 3. 9t~I~tK~[3~xI L30vb afOA si s" a£T •8 9 3-0ti E86T 80f•••••3531 NOI1v'JINf"= 91mI1,Y3'm 3t.S3?l~`3I'J-&1••••3Z '8:{IWJV'J -ALIOTTzS
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50444 3732 TW 6`bt T'Sb T'Lb 8'OS T'1rS b'w 0'OS VWS'6C b'TS L'm 6'm S'OS S'9ir 8'K 8'18 6'Ob' Z'?S S-8r 09 9s 16 ZE L9 ES 06 EE OE. _', b£ SE TE 8Z TS 91r 09,. . LE LZ OL L6 3" w OQO'SZi 8'6T 9'8T T'6Z S'9Z 8'EZ b'Z.L T'OE 8'SZ T'9 T•6Z L'Q i'SE 9w1'08 E'9L S'w 9•06 6'lE 6'EZ S'8Z LL 6T SL ST 6Z ZL 99 6T ET:: : Sz 6T EZ ST TE 9Z Z.E LS 666 ~Z3 - 000'S:s T'9Z S'9Z 8'R S'9l b'0 S= S'TL L'TZ bTT Ir-TF O'tZ 6-9T S-6Z 8-8T E'1Z 1'bI 9-T8 Z-TZ 6-= O-EZ 6Z Lr Eir 8T TS EZ Ob UT S.:. 1Z LT TT 8T 61 LZ ST TE i+T Z'E 9b 000'STi X300 TTT ?AT 681 89 ZZT 86 98T 99 81r: 98 bz 99 19 101 66 TAT 86 99 KT OOZ 81MONWS3b '1tt101, A3 31 AlI- "513 A3 3n A.lI- AnS An8 Afi8 .tft8 An8 At38 wi b0A +sc be 3'w 3wi 11,01 -" -tM 'M1D 2Dd -i" -1M 1%]8 lM tCN 8M 1.OM .LM 8fl2sd t!0I -V"U - 8T 31 ai1 at 36iS SSM '*li ai 3ibR8 8W AW /j3G 8021d JIMi /zW Ttiti SU 238 /n- 1= 2lDJ -138 /2G- /:DQ Alii /z30 /AW 3aOw H9I#i 32lOii l1oIf! 3=bd MIN .G83i31NZ 3S*C)w3d Od2riiK.~ 'A3HOW 8= 8W 3?M 9M=10t1"l (W 0 S. 33=iI WW3A 'NSQl trT'a 83-QV1 8a,••••1.S31 1Vt7Ild'JIti== 9MZSIi4WW 31L32~9I0•-&1•...~II `99IbbVO - 1MQTC-t8
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SElIOMY - CAR3tZ6C, INC....t?9-CZCAit£TTE ADVE7tTZSItC CalMLMCATIUM TEST.... JO$ "304....?1", 1m TN8t.E 9 0. 15 CITY Ztt"!'RODUCIMG tlOR£ f dt 'rOtR `~£Y. ~CTi~Y. '~~.."`~ ACE AD - i~R2CE ~ AR2I2: ..~..-.....~- ~..-...-...-.~..r.~~~...~_ MAY/ DEF/ MY/ W/ "E~/ BET- FOR (:Q~"T '~R/ B~T- FOR ~.j. ~/ l"NY PROB ~f MY ~~ ~ TER THF LESS SAME TER YHE FE- 10 - RA- , j.OU PRW MDT MDr PRCS NOT MDT QUA. "L: Mt)R- PER OCft 04L- ?0#- TOTI, t'iAlf MAI.£ 34 3S4- VOR TAR 8uY Bt1Y BEtY BUY -. 8tK 8UY -2TY W El' CIG. -ITY LE EY TDTAL RE*~ENTS 200 134 66 fJES NWINES. ZA 49 34 15 98 102 99 101 61 65 24 23 24 25 16 13 24.525.42?.724.524.524.224.826.223.1 osTROxT. m 51 34 17 24 27 2s 26 v 14 25.5 25.4 25.8 24.5 26.5 25.3 25.7 27.9 29.2 ~ a oIa~apa~IS. IH 50 33 17 23 : zs 25 25 s 20 o I a ~ pa ~ I S. 25.024.623.825.5 :4.523.324.8 i3.1 30.8 tQRHIS, TN 50 32 17 25 23 25 23 20 11 25.0 24.6 25.8 25.5 24.5 25.3 24.8 32.8 16.9 _.-..- 74 86 •48 66 196 98 172 68 189 102 111 18 18 ..:• ;1S 16 ~ 30 38 22 ~ 23 24 24.3 20.9~ ~5.3 24.2 25.8 30.6 31.1 32.4 24.9 22.5 21.6 1s 18 =`:16 v 4s 18 20 5 50 2s 31 20.3 20.9 M3.3 25.0 25.8 18.4 16.4 7.4 26.5 27.5 27.9 22 2s ': 9 16 42 26 33 22 49 24 28 29.7 2f.1 3L824.222.626.5 27.0 =4 25.4 23.5 25.2 19 25 :; 8 17 411 24 31 19 44 7! 28 25.7 29.1 16.7 23.8 ?S.8 24.5 25.4 2T.9 23.3 26.5 25.2 E£Ls ~r+?b4S
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9ELLQtr - Ca2RICG, M ...VB-CI6eaRETTfi ADATZSINC COCMRICATIQH TEST.... J06 A0304....MStM 1483 Q.7A t,HAT OF6 BRAFD GF CSwnTTEB QO YOLt S[10w mo3T wTEm AmD Cmsm TO 8fi YOm miAt. BRA~U? IHTR=XWC tWE FOR YCkR MLY. CD(T't*Y_ AURMAXIMMESt` AD TOTAL RESPOFDQ~TS ~ Ftl.L FLAYOR (!fT) i BUU. ouRW HALF i flALF LE1GK1' STRD(E FIl.TF.R 85 PA[.i, t1At.L FILTER 85 vACL nALt BOx TAREYT'txR FILTER 85 DU'f4tRTER FILTER BM RALIE6ti FILTER 85 VZCFRUY 85 CMESiMIELD FILTER 1l ELL '1 ef srOS ~.. ~..r ..-~ r..~ rrr. -...... No- - - - 0 26 31 42 42:. -= 20 37 90 49 61 33 93 56 58 -42.647.756.84$.8AL7S6.14L4$0.050.048.549.254.952.3 AD TABL.E 10/1 PRICE . f't1~L DEF/ MNRY PROB OERl -?'MYY PROB SAM TER THE LE3S SAlE TER TtE FE- 18 - FLA- E.OZ! PROS t4Q"t MDT PRQB' .. WT tQT 9taAL. Va.- MON- PER WA[. V'AL- !'lEaFt- TClTt. l9RIt.E MAt.fi 34 3S+ VOR TAR SUY BUY BttY SLtY `:~ 8UY BUY -ITY UE EY CI6. -ITY UE £Y 20q 134 66 98 102 99 101 61 65 74 86 49 66 1e6 98 1?2 68 189 102 111 49 S 53~ 77 40.9 52.0 47~100 0 0 0 0 0 0 0 0 - - - -- - - - 0 0 0 0 - - - 0 0 0 0 0 0 0 0 - - - - - - - - - - 0.5 0.7 0 1.0 0 1.0 0 0 1.S 1 0 1 0l 1 1 0 1 0 0.5 - 1.5 - 1.0 1.0 - 1.6 0 0 0 0 0 0 0 0 1.5 0.7 3.0 1.0 2.0 3.0 0 3.3 0 0 0 0 0 0 0 0 - - - - - - .• - 0.5 - 1.5 - . 1.0 1.0 6 1- 3.0 1.3 6.2 1.0-'4.9 6.6 1 0 0 0 0 0 0 - - r .. - - 1 0 1 0 1 1 0 0 0 0 0 0':'2.1 0 PRICE 1 ~ .--.2.1 0 1.4 ~. ~ 0 1 1 4 3.: 1 - 1.6 1.5 5.4 3.5- 1.' 1 0 0 0 0. 0 - - - 0 0 0 0 0 0 0 0 - - 0 0 0 0 0 0 0 0 0 0 1.0 0.8 1.5 0.S 0 0.9 0 1 1 1 0 1 1 1 - 0.5 1.0 0.8 - 0.5 1.0 0.9 0 0 0 0 0 0 0 0 0 3 3 3 1 6 - 1,6 3.1 2.5 1.5 1. 2.? 2.7' 0 0 0 0 0 0 0 0 - - - - - - - - 0 0 0 1 0 0 1.5 0.5 - - - 0.5 - 2 6 2 2 1 6 2 2 3.0 3.2 2.0 1.6 1.5 3.2 2.0 1.8 0 0 0 0 0 0 0 0
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8ELLCX'iY - CARRICG. INC....tB-CIGARETTE ACUERTI3Ii4; COM"ICATIDN TEST.....lCS A03a4....M4RM 1983 Q.7a Ui4T Q[£ 8RAM Cr CSQARSTTB$ 00 YOU 9l1D/M MQaT OFTEK fMQ CON=Mt TO SE YMNt LMM SttAFD? 1!!M l LLXN.:LM fRJKL ! RRC T CRJK 7R+ T. {d'1R! iJKT. P=4Aac ll TABLf 10/2 SDC ACE AL OstIM AD oRZm mICH tlOt£ HIGtt t1f1RE ttAY/ OEF/ ~IAYI OEFI -~F3t/ BET- FOR fX3ST -~R/ BEF- FOR FtRi. OEF/ MWY PROB DEFI~:- AAl' PR06 SAlf TfR TFf LESS SWE TER THE FE- 18 - FLA- LOit PROS WT NCiT PRW WT M1T QtflAt. WAL- l10Ft- PER QG4L VAE.- I1F!- TOTE. M.E MALE 34 3S+ Vat TAR SUY St,K 8UY SW:': SEt1' SLtY -I?Y LE EY CIC. -ITY EE £Y ..__._ r..... ____ ......._ ~ __.... ~.:-:.~ _. .._.. __.__ TQTAL RESPOKMEN FTS 200 134 66 9A 102 99 101 61 65 74 9i6'- 48 66 186 98 122 68 189 102 111 EA6LES FztTEa 0 0 0 0 0 0 0 0 0 0 01- 0 0 0 0 0 0 0 0 0 - - - r - - - - - - ~' - r - - - - LiM85SD 5 4 1 1 4 5 0 3 2 0 ~, 2 0 S 4 3 1 5 S 5 2.5 3.0 1.5 1.0 3.9 5.1 - 4.9 3.1 - 3.S 4.2 - 2.7 4.1 2.5 1.5 2.6 4.9 4.5 L i M SOJC 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - r - - - - - - - - - LARlC FILTER 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - r - - - - - - - - - OLD GOLD FILTER 85 1 1 0 1 0 1 0 0 1 0 0 1 0 1 1 1 0 1 1 0 0.5 0.7 - 1.0 - 1.0 - - 1.5 - 2.1 - 0.5 1.0 0.8 - 0.5 1.0 - B i H ICIm BOX 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - ~ - - - - - AXY FILTER 6'AL 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 ;0 . - - - - - - - - - - .0 - - - - - - - - - ttARL BORO 85 SP ~ ~ 0 6 12 19 13 9 15 34 20 23 14 35 18 20 . 185 18. 7 18.2 24.S 2217 37 - 9.8 18.5 25.7 IS.1 18.8 22.7 18.3 20.4 18.9 20.6 18.5 17.6 18.0 MARLBOftQ Bm 2 3 0 5 5 7 7 3 7 12 5 9 4 16 12 11 SS 90 2.017 7.615 - 8.2 7.7 9.5 8.1 6.3 10.6 6.5 5.1 7.4 5.9 8.5 11.8 9.9 APOLLO-rS01ZSZ 0 0 0 0 0 0 0 0 0 0`0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - `.. - - - - - - - - - TQtB SP OVIEL Fr 2 2 0 0 2 2 0 1 0 1 1 0 1 2 0 2 0 2 1 1 . 1.0 1.5 - - 2.0 2.0 - 1.6 - 1.4 1.2 - 1.5 1.1 - 1.6 - 1.1 1.0 0.9 S£LE MhttOS
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SELLt'X4Y - CfiRR26G, M ...Vg-CICARETTE AOVERTZBIM CQClhtNIOATZQN TEST....J08 #10304....MAM 1983 TABLE 10/3 Q.7A WAT L1PE 8lRAND CF CIGAR8TtE5 00 YOU 9M MWT OFTEN AFD CONS-ITO BE YWt U3UAL BRAND? INTRODJCIIHG MWE FM "1Vib !"rw FE- 18 - TtlT6. lVLE l1ALE 34 35+ TDTAL RESDORF?tTS ~..- ..~- 200 134 ..-.~ 6b -..~ 98 102 FILTERS fD CAtEL 0 0 0 0 0 . - - - - - 4'2t4STtIH 83 Sp 2s 24 1 7 18 12.5 17.9 1.5 7.1.17.6 vVlSTOm BQJC 0 0 0 0 0 - - - - - TQTAL RJt 27 26 1 7 20 13.5 19.4 1.5 7.1 19.6 fiLL FLAVRt LOii TAIt (MET) 78 50 28 39 39 39.0 37.3 42.4 39.8 38.2 PutCMASE VMMST AD PRZCB 4D PRICE "Gt t10RE HZCN NlOR£ MAY/ fJEF/ !qY/ W/ -fR/ KT- FOR COST -W BET- FOR FULL Dw/ AAY mm 0we tqY PROB BAtE TFR Ti£ LFs3 avE TER T!£ FLA- LOU PR06 NOT NOT PROB MOT MO'T QUAE. VML- MMF- PER QUAL VAL- t'0M- VOR TAR WY BUY BLK &Jr 8iK BUY -ITY tE EY CI6. -ITY tE EY ..-- . .... -...~. ... -. .,.- .-.. ~ . . .- ,. - _ . - 99 101 61 65 74 86 48 6b 186 98 122 0 0 0 0 0 0 0 0 0 0 0 - - - - - 4. - - - - - 25 0 7 9 9 13 1 11 25 12 16 25.3 - 11.5 13.8 12.2 15.1 2.1 16.7 13.4 122 13.1 0 0 0 0 070 0 0 0 0 0 - - - - - - - - - - - 27 0 8 9 10 14 1 12 27 12 i8 27.3 - 13.1 13.8 13.5 16.3 2.1 18.2 14.5 12.2 14.8 0 78 28 26 24 33 24 21 74 38 49 - 77.2 45.9 40.0 32.4,38.4-50.0 31.8 39.8 38.8 40.2 LOQ{Y TEk 0 0 0 0 0 0 0 0 0 0% 0: 0 0 0 0 0 - - - - - - - - - - - - - - - - LtlLDCY STRIKE LOU TAR SA 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - . - -~ - - - - - LtICdCI' S'TRIltE LQd TAR SM 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - PALL MALL EXTVA LTS SR 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - •- - - - - - TARE1'TCJt4 LIQH13 8S 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - 68 189 102 111 0 0 0 0 - - - 11 22 13 14 16.2 11.6 12.7 12.6 0 0 0 0 - - 11 24 14 15 16.2 12.7 13.7 13.5 29 74 36 43 42.6 34.2 37.3 38.7 0 0 0 0 0 0 0 0 - - - - 0 0 0 0 - - - - 0 0 0 0 - - - - 0 0 0 0 9£L£ nbAOS
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8VJ-d'SY - CARRIGG, M ... tB-CZGA RETTE AL?VERT2S M CO M1FtI C4TI0N TES 7.... .iLB N 0304. . ;`rlIARCH, 1 M TABLE 10/Q Q.7A WHAT UNE BRW OF CICARLTTES 00 YOU S!0M lfOS'i' OFTEH EMD Cd+M0Q TO 8E 1'!'XUt USUAt. BRAFD'? INTRODUCM lX1RE Fdt Ydt* !lrwr, r,;,_,r"•„e :'. 0 EF~ AD :' PRICE ~ PRICE FiX.L DFF/ MA!' AY ~ DEF/ MhYAY ~B ~ T~ER FOR t~ SA T~ER FOR FE- 10 - FLA- LOH PROB NOT NQT PROg PDT Wi' QUA[. VIAt.- !'1R- RER @UAL W4E - l1QM- TOTt. V1AM !'fAL.E 34 33+ YOR TAR SUY 8ll1' 8UY BltY 8t1Y RtY -ITY EIE EY C2C. -ITT i!E EY ~-.. -.._.. r~.~. .....~r ~.~ ..-_ ...~- -___ ...,r,. -...- ..._- ~.,._ -.._ . 7QTAL RE~ADENTS 200 134 66 98 102 99 101 61 65 74 & 46 66 186 98 1?2 • 68 189 102 211 FACT FILTER 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - - - - - - - - - - RALEI6H LZGHTS 85 0 0 0 0 0 0. 2 0 0 0 5 5 0 9 0.S 0.7 1.0 1.0 1.4 Z. 0.5 1. 0. 0. VICDROY nILD3 I 0 1 0 1 0 1 1 0 0 0 ~ 0 5 0 0 0 0.S - 105 - 1.0 - 1.0 1.6 - - 1. 0. 0.8 1.5 0.5 1. VICEROY RIt?1 LTS 85 0 0 0 0 0 0 0 0 I 0 0 0.5 0.7 1.0 1.0 1.4 1.5 0.5 1.0 - 0.5 SPIRxT FILTER 05 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - r r r - r - - - L 1 !t FLAVOR L26HTS 0 0 0 0 0 0 0 0 0 0 0. 0 0 0 0 0 0 0 0 0 - - - - - - - - - - LARfC zs 0 0 0 0 0 0 0 0 0 0 0 0 0 0. 0 0 0 0 0 .. - - - - - - - - - LAR1C LIGFtT'5 85 (1) 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - r r r - r - - r ~. - - - - - - - - - AAR#C LIGHTS (z) E 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 . - - - - - - - - - - - - - - - - - - 6QMIC CLIC) LTS 1 0 0 0 1 0 0 1 0 0 1 1 1 1 1 1 1 1 1.5 0.3 1.0 - 1.0 - - 1.4 ~" - LS 0.5 1.0 0.8 1.5 0.5 1.0 0.9 NELLO FILTER 0 0 0 0 0 0 0 0 0 0 0: 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - - - - - - - - - LELr trtpbpS
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8^r.c.LO't)' - CARRIbG, M ... VB-CIGARETT'E C~l1WGATIM TE3T.... JOB #l03~0~ .::~`?ARC~. 1483 e.7a NHAT OhE 8RAN? OF G2QARE'f"i LS 00 MQST tFTEN ANL! CMM TQ BE 1"WR U3tUAt. SRADD? TAKE 10/5 2NTRtJ01lC2HC MORE F'Oit 1a t t'w-i- rem ' r1CLVG AD PRICE +SiVf'f ' ! RRCE fTLQ'S f IVlCG F'tR.L _ l1RY/ OEFI : M.41'1 OFF/ -fR! OlET- CEf/ MY PROB dE~~ NA1' PROS 8AlE 'tM FOR Ct?8T -fR! BET- T1£ LFTB SA!E TER FOR 1'FE FE- ie ~ FLA- LOit vR06 MC'f M?t PftOB Wr MaT QUAt. VOL- c'01- Qpt OM +JAt:- tW- TO'TL t1M,E MALE 34 3S+ YOR TAR BUY BiS'Y BUY SUY BUY BUY -m LE EY Cxc. -2Tm tE EY T'0?AL itESPONDENI'S 200 134 66 9B 102 99 101 61 65 74 06. 48 66 186 96 122 68 189 102 111 SISTRQ LICHT FIE.TER 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - _ - - - .r - - _ - - .. - _ - CDL.OEM LICHT'3 FILTER 0 0 0 0 1 1 6 0 '2 0 1 1.0 0.7 1.5 1.0 1.0 2.0 1.6 1.5 . 2.1 1.5 1. 1.0 1. 1.1 - 0.9 1tE?fiT8S8P 3 3 0 a 3 0 1 1 1 0 0 0 0 1.5 2.2 - - 29 3.0 1.6 1.3 1.4 2.2: - 3.0 1.6 1.6 1.0 0.9 KEJfT 85 SOOC 1 1 0 0 1 0 0 0 1 0 0 0 5 0 0 0 5 0 9 0.5 0.7 - - 1.0 1. - 1.3 - 1.2. 0, 0. 1. 0. lfR2TA6£ SS O 0 0 0 0 0 O o 0 0 0 0 0 0 0 0 0 0 0 - - - - - - Rf8£t. SS 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 r - - - - - - - - - - tfAVERIa FILTER as 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - hFrLPORT NOR-MFXMa SP 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 . - - - - - - - - - NQ44FJff1*OL SOX OtD COLD LxQfTr' 2 1 1 ~ 1 0 2 0 0 2 0 2 1 2 2 1 2 1.0 0.7 1.S 1.0 1.0 - 2.0 - - 2.7 4.2 1.1 1.0 1.6 2.9 1.1 1.0 1.8 8£Ls t?'ytt4S
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BBL.LOPtr - CARtrrsG. INC.... V4-CIGARETTE AOVERTISINC CQMM.NICATIAR TEST.... .JOB #10304... wrMM 1983 0.7A VOT ChE BRAtO OF CIGARETTE3 DO M S!lOKE ?fQSt WTEN AMD CURMER TO BE Y" U9tJAL BRAFD7 IMT'lROOt1C2MG lfORE Fdt Y" . t'aEY. ccwrmY. 40 TOTAL RES?Q4DEM'8 8ENSOR MEDGES rLLT FILTER tfRIT FILiER 85 MARLBORO LTS 85 SP tARLBflREt LTS BOX DARLI4MENT LTS 85 SP PARLLVENT LTS 84X BASIC 8S CMfFi LIf2{T3 SR Csl!'Et LI6Kfr' fP VAWTAGE FILTER 85 WINSTON LI&m 8.S 6FCE ht???OS P1tIM AD TABLE 1016 pRICE { HI&H' WFtE KtQH tlOt£ FtLL QFF/ MAt'1RTY PR~UB/ OE~~s m~7RTY P~t~OB~ 34~lE ~T 'ER- 1~ L S~ £~?F E FE- 18 - FLA- LCLt PROB NOT MaT PW MD't' MT WRIt. V44L- !'Oti- AVt aaA[. VAL- !~ TOTL ltAL.E !1A[f 34 35* YOR TAR StfY BtlY 8N BLtY: StfY SUY -ITY LE EY CI6. -ZTr t!E EY ~- ~~. .._- ~_ ~~ -....- _..- ......_ ~..~. ~...,.. .r.- -..-.. -.._. _.-..- ~- ..__.- 2+00 134 6b 98 102 99 101 61 0 74 @6 49 66 186 48 122 68 189 102 111 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - - - - - - - - - - 11 6 S 4 7 0 11 4 3 4 4.- 2 S 10 4 4 1 10 6 7 5.5 4.5 7.6 4.1 6.? - 10.9 6.6 4.6 3.4 4.7:: 4.2 7.6 5.4 4.1 3.3 1.5 5.3 5.9 6.3 10 S S 10 0 0 10 1 7 2 4 4 2 10 4 5 3 10 3 3 5.0 3.7 7.6 10.2 - - 9.9 1.610.8 2.7 4.7 3.3 3.0 5.4 4.1 4.1 4.4 5.3 2.9 2.7 2 2 0 1 1 0 2 0 1 1 0 1 1 2 1 1 1 2 1 1 1.0 1.5 - 1.0 1.0 - 2.0 - 1.5 1.4 - 2.1 1.5 1.1 1.0 0.8 1.5 1.1 1.0 0.9 2 1 1 0 2 0 2 2 0 0 1 1 0 2 0 2 0 2 0 0 1.0 0.7 1.5 - 2.0 - 2.0 3.3 -- 1.2 2.1 - 1.1 - 1.6 - 1.1 -- 1 1 0 0 1 0 1 0 1 0 0 1 0 1 0 0 0 1 1 1 0.5 0.7 - - 1.0 - 1.0 - 1.5 - - 2.1 - 0.5 - - - 0.5 1.0 0.9 0 0 0 0 0 0 0 0 0 0 .0. 0 0 0 0 0 0 0 0 0 - - - ~ - - - - - r- - - - - - - - - - 6 S i 'S 1 0 6 2 2 2 ~ 2 2 5 2 4 2 S 2 Z 3.0 3.7 1.5 $.i- 1.0 - 5.9 3.3 3.1 2.7 Z3 4.2 3.0 2.7 2.0 3.3 2.9 2.6 2.0 1.8 2 2 0 ~ 0 0 2 0 2 0 02 0 2 0 1 1 2 1 1 1.0 1.5 - 2.0 -- 2.0 - 3.1 - ~ 4.2 - 1.1 - 0.8 1.5 1.1 1.0 0.9 21 13 6 0 13 0 21 10 4 7-tZ S 4 19 16 18 11 19 13 13 10.5 11.2 9.1 8.212.7 - 20.8 16.4 6.2 9.S 14.0 10.4 6.1 10.2 16,3 14.8 16.2 10.1 12.7 11.7 11 S 6 4 7 0 11 6 3 2 ~' 2 2 11 7 8 S 11 6 8_` S.5 3.7 9.1 4.1 6.9 - 10.9 9.8 4.6 2.7 8.1' 4f2 3.0 5.7 7.1 6.6 7.4 5.8 3.9 7.2 '
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B£LC.O!'/f' - GARRZCG, M ... ca8-CZCAR£T'tE AOV~RTISl~ Cd7MRfitiCATZOM TEST.... " ~14304....!lARCN, 1m TABLE 10/9 g.7A WAT QNE BRAND taF CIQARE?TES DO YOC/ WOM MQST WTQt ArD C"IM TC BE YRM UStW 13RAND? INT0Xm; mot£ Fdt mn mEY. C'otfliv_v, Me- 10 - TQTt. tiALE nALF 34 3S+ TDTAL RESPt~NT~ 200 134 66 48 102 VANTAGE MT LTS FILTFJt 95 1.S 1.S 1.S 2~0 2.0 (dI!!$T(W LILT L 1'S 85 0.5 0 1.5 : 0 1.0 TQTAL R.~t 2.0 1.3 3.0 1.0 2.9 AO . PR1m AD pqLrCE MAY/ QEFI MAY/ CE'F"I -ER/ 8ET- FOR COST -ER/ BET- FOR FILL OFF/ CWY PROS DWI H4Y PROS SAf E TER TtE LESS !3AtE TER T1f FLA- trCiW PROB MOT mQT PR06 Nf?T METT lEiAt. N44L- rior+- PER QvAt. YAL- MOM-- VOR TAR 8ur BUY BUY BtlY StlY 8UY -ZTm cE EY cis. -ZTr cIE EY 99 101 61 65 74 66 48 66 106 98 122 68 189 102 iii 0 3.0 3.3 0 r-` 1.4 Z3 0 1.5 1 2 1.1 2 2.0 2 1.6 1.5 1.6 2.0 1.8 0 1 0 1 0 ~ 0 0 0 - 1.0 - Z.S - i 4 1.S 0.S 1.0 0.8 0.S 0 4 2 1 1 2 1 ~ 0 6 5 S 8 - 4.0 3.3 1.S 1.4 Z3 3. 3. 1. 2. 1. 2.1 2.0 1. z #?r_ E +7*rt?os
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S£LLt7tsY - CARRIGG. Ifi1C....t+B-CICARETTE AOUF1tTISING G'(1?MURICATIUtt TEST....JU6 110304....M14RGf. 1983 0.17 KRs LZKQ.Y W" Ytxt BE TD $LtY TFE GL6AR£TTE Smow IN THIS AdVfRTI9E?E7iT? IMRtiDt1C2HG flORfi FOR YRR . MONEY. CEKTiRY. FE- i8 - TIITL MN.E MAL.E 34 .35+ -.._- _.... -..~ ..-~ TOTAL RESDONDERIT3 200 134 66 98 102 OUIN1? ~ Y/PROBABLY WOULD BUY IT 61 41 20 27 34 30.5 30.6 30.3 27.6 33.3 DFFINQTELY WOULD Ml1' IT 9 7 2 5 4 4.5 5.2 3.0 S.1 3.9 PROBABLY WOULD WlY IT S2 34 18 22 30 tCfCHT OR ltlf2ff #bT 8llY IT BADLY WOULD qCT Btly IT Om-It2''fLY UOEI A NOT BtJY IT ' DON'T #QMOU1N0 AKS"WER ['EAMS STD. DEV. STD. ERR. . ~<3. , • INZ AD PRICE AD TABLE 11 PRICE MRY/ Dff/ MAY/ DEF/ ~ BET- ~~'[JRE (~T ~ 8£T- F"~OR Ft1LL DW/ HAY PROS 0W/ rWY PROS SACE TER TFE LESS 8i4!"E TER THE FLA- LDU PRQB NOT NOT PROS NOT NUT atAL V'At.- MDN- PER @UAt., ttAt.- MOM- VOR TAR BilY BI11' BUY BltY Btt1' 8UY -ITY EE EY C2G. -ITY CE EY 99 101 61 65 74 86 4s 66 186 98 122 68 189 102 111 26 35 61 26.3 34.7100.0 2 7 9 2.0 6.9 14.8 24 28 52 26.025.4?7.322.429.424.227.705.2 32537.M3?3L730034.331.31333.347 0 0 49 3 4 60 39 48 21 59 44 43 - 57.0-16.7 6.1 32.3 39.8 39.3 30.9 31.2 43.1 38.7 0 0 f 0 0 9 6 8 2 8 7 8 - -10.5 - - 4.8 6.1 6.6 29 4.2 6.9 7.2 0 0100~ 0 A* : 8 4 31 33 40 19 51 37 35 -46.516.7 6.1 27.4 33.7 32.8 27.9 27.0 3&3 31.5 0 26 29 10 61 32 39 21 64 33 37 -30.260.41S.23Z832.732.030.933.932.433.3 25.0 21.6 31.8 31.6 1819 .6 28.283 21.228 0 0 30 G. 7 - 67.6 9.3 14.6 35 5&0 4'S 24.2 19 19.4 23 18.9 17 25.0 43 22.8 16 15.7 21 18.9 24 14 10 10 14 14 10 0 0 24 3 4 17 20 8 12 9 23 9 10 12.0 10.4 15.2 10.2 13.7 14.1 9.9 - 32.4 3.5 3.3 ?S.8 10.8 8.2 9.8 13.2 12.2 8.8 9.0 0 0 0 0 0 0 0 0 0 0- 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - -, - - - - - - - - - 2.96 2.93 2.71 2.81 Z91 2.723.004.153.001.683.S12.8S2.022.913.103.072.&'12.883.173.09 1.08 1.05 1.12 1.06 1.09 1.05 1.09 .36 .00 .R .93 .80 .81 1.07 1.05 1.08 1.08 1.07 1.06 1.07 .076 .091 .138 .107 .108 .106 .108 .046 .000 .053 .100 .115 .100 .078 .10d .098 .131 .078 .105 .102 E hI_F b+rfl^S
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MLtlMY - C1RRZCG. INC.... VB-CZGARETTE ApVERTISING CQ't'1MCATIOH TEST.... JOB !l0804.... MVN, 1983 TABLE 14 0.20 HOLt DIFFERENT DO YtX! THIEK C2NR'LRY W0l1.D BE tO"ED TO QTFER BRAMD3 OF CSGARETTES? IKTROQtLIliG !'IORE FOit YCKR !ONE1'. CatPJtY. AD PRICE AD PRICE TQTAL IMM~ TS MY/90ME#RT DIFFERENT crERY DIFFERExt EtAT DIFFEFMXT SLIQtTLY DIFFEREHT #11T DIFFER£K' AT AL,l. OON'T lCtlOii/'ND Abl5LER MEAM STD. DEV. STD. EJtR. ffAY/ DEfI M4Y1 CfF1 -F3t/ BET- FE1R COST -£R/ SET- FDR FULL DFF/ MY PROB DEF/ MY PROB SAt£ TER 'DE LESS SNE TER TM FE- 1e - FLA- LOU aROB tOT NOT PR46 NOT NOT QElw1L VAL.- !'~7N- PER QU11t. VAI.- t10N- TQTL t4ALE t'fALE 34 354- VbR TAR BUY MY R!Y BtlY BUY SUY -ITY 1E EY CI6. -ITY UE EY -~ ..r- ~- !.. ..-..- ~.. ..__- _..._ ........ .....- .,..._ .._- _...~ .r~ 200 134 66 98 102 99 101 61 65 74 86 48 66 186 98 122 68 63 42 21 34 '29 43 20 22 1? 22 30 23 18 S9 33 44 20 31.5 31.3 31.8 34.7 28.4 43.4 19.8 36.1 29.2 29.7 34.9 31.3 27.3 31.7 35.7 36.1 29.4 13 6 7 7 6 10 3 2 5 6 6 1 6 12 8 10 6 6.5 4.5 10.6 7.1 .S.9 10.1 3.0 3.3 7.7 8.1 7.0 2.1 9.1 6.5 D.2 8.2 8.8 50 36 14 27 23 33 17 20 14 16 24 14 12 47 27 34 14 25.0 26.9 21.2 27.6 22.5 33.3 16.8 32.8 21.5 21.6 27.9 29.2 18.2 25.3 27.6 27.9 20.6 76 30 26 40 36 31 45 20 28 28 29 '23 24 71 38 44 25 M037.339.440.835.331.344.632.843.137.833.74T.936.438.238.836.1 36.8 60 41 19 24 36 2_t 36 19 17 24 27 : 10 23 56 24 33 22 30.03d.62H.824.535.325.334.731.1 26.2 32.4 31.4 20.8 34.8 30.1 24.5 27.0 32.4 0.5 0.7 -- 1.0 - 1.0 - 1.5 --- 1.5 - 1.0 0.8 1.5 2.08 2.05 2.14 2.17 1.99 2.28 1.°.8 2.08 2.11 2.05 2.10 2.13 2.02 2.06 2.20 2.17 2.06 .90 .87 .96 .89 .91 .96 .79 .88 .89 .93 .93 .76 .96 .90 .91 .93 .95 .064 .076 .118 .087 .091 .096 .079 .113 .112 .109 .101 .110 .11? .066 .092 .084 .116 1 1 0 0 1 0 1 0 1 0 0. 0 1 0 1 1 1 189 102 lii 63 36 38 33.3 35.3 34.2 13 6 6 6.9 5.9 5.4 50 30 32 26.5 29.4 28.8 70 38 43 37.0 37.3 M7 55 28 30 27.1 27.5 27.0 1 0 0 0.5 - 2.11 2.14 2.13 .91 .89 BB; .066 .088 .083 Z S L £ t'?U^ S
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BELf..QMY - t;MRIS6, INC....VB-CIGARETtE ADtERTISIlC tMMHIC,ATZON TE3T.... J08 #0304....tYvm 1983 TABLE 16 Q.?Z COMSIDERING S6iAT IS SEItrG SAID ABaIiT nFf CICARETTE, HE'1Rt IlPMTAtiT IS TI£ CICXETM IDEA TO 1'OU? ......- ...,.. 1!y i KiRatR.i,w. nLrrtc ru.. ~.+.w~. ."..r~. ~`*!4!{!N_ SEX AGE .r.__....._. ........._..~ Ft- 18 - TOTt. P'.E MALE 34 35* TQ'tAL RESDONE7EN18 200 134 66 98 102 VERY/SOCEWiAT IlPt1RTAHT 70 44 26 27 43 35.0 32.8 39.4 ??.6 42.2 VEJtY IPPORTANT ?.Z 13 9 11 - 11 11.0 9.7 13.6 11.2 10.8 9~'E"f~iAT It'POftTAttT 48 31 17 16-: 32 24.0 23.1 25.8 16.3 31.4 .f«S'T SQ-80 66 46 20 37 29 33.0 34.3 30.3 37.8 28.4 NQT ITPORTANT AT At.L 64 44 20 34 30 32.0 32.8 3D.3 24.7 29.4 DON'T KM0iJ/M ANSM 0 0 0 0 0 - - - - - Mom 3.14 3.10 3.23 2.04 3.24 STD. DEtR. .99 .97 1.03 .96 1.00 S'TD. ERR. .070 .084 .1?7 .099..099 t'E% M. ps E M. M ?' AD t+RICE AID PRSCE !qY/ CFF/ W/ OEf/ -£R/ 8ET- m CQST -ERl SET- Ft1R FtLt. M/ t'qY PROB DEF/ -ffAY PROB SAeE TER 't!£ LESS SWE TER TtE FLA- LOU PROB NDT MDT PftOB !~' !~T WAL VAL- MUt- PER 4~LaAL MAt- lOtd- VOR TAR SUY SUY BUY SUY BUY BLtY -ITY tE EY cIG. -ITY t,E EY r- 99 101 61 65 74 85 '/8 66 186 98 12Z 68 189 102 111 36 34 34 24 12 53 :'- : 10 T 66 43 55 21 69 51 49 36.4 3&7 55.7 36.9 16.2 61.6 70.8 10.6 35.5 43.9 45.1 30.9 36.5 50.0 44.1 13 9 11 5 6 13 ' 4 3 20 15 19 6 21 16 14 13.1 8.9 18.0 7.7 8.1 17.4 8.3 4.5 10.9 M3 13.6 8.8 11.1 15.7 12.6 23 25 23 19 6 38 .: 6 4 46 28 36 15 48 35 35 23.2 24.8 37.7 29.2 8.1 44.2'Y2.5 6.1 24.7 28.6 29.5 22.1 25.4 34.3 31.5 31 35 19 22 a 17 ' 21 28 65 27 36 25 63 24 29 31.3 34.7 31.1 33.8 33.8 19.8 43.8 42.4 34.9 27.6 29.5 36.8 33.3 23.5 26.1 32 32 8 19 37 16: 17 31 55 28 31 22 57 ?'/ 33 32.3 31.7 13.129.250.018.6.3S.44T.029.628.625.432.430.226.529.7 0 0 0 0 0 0` 0 0 0 0 0 0 0 0 0 - - - - - ~ - - - r - - - - - 3.17 3.11 3.61 3.15Z743.602.94Z.6B3.J3.31 3.35 -% 07 3.17 3- 39, 3.27 1.03 .96 .94 .94 .92 .99 .91 .79 .97 1.05 1.03 .95 .99 1.05 1.03 .104 .095 .120 .117 .107 .106 :131 .097 .071 .106 .093 .115 .072 .103 .097 9SLE thtybOS
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SELLOM - CARRICG. INC....W-CIGARETTE ADMUMSIM L`~IC~lT20N TEST.... JCa6 1l0304....M4RQl, 1983 TABLE 17/1 0. 23 tlfl' DID YOU SAY TME IDEA iAAS ItfOtTAKT/90-SQ/NaT YlNWTAHT? zrrtROOttsmc rroaM Fut Yaut MONEr. cEtMr. AD AD PRICE T'OTAL R£S)1~KTS ICDORTANT (MET) n4Y/ o6F/ MAY/ o~F/ -E~R/ BET- F~OR COST ~ SET- ~'~OR FZ1..L DfF/ t1AY PROB DFI MY PROS SAYE TER ?HE LESS 5M'E TER tM FE- 18 - FLA- LOtI PROB MQT NOT PROB WOT NaT 4tJAt. VIAL- tOR- PER QtaAE. VAt.- t01t- TQTL rfALE MALE 34 3x+ VQR TAR SUY BttY Btl1' SttY.- 8LlY MY -ITY tE EY CI6. -ITY LE EY __.. _..__ ,.._~. ..~ .._~ ..r........- ~.... ..~- 200 134 66 98 102 99 101 61 65 74 86:: 48 66 186 98 122 68 189 102 111 68 42 26 30 38 36 32 36 21 11 51-- 11 6 40 47 SS 23 64 51 47 34.031.339.430.6V.336.431.759.03Z314.959.332.9 9.134.948.045.1 33.9 33.? so.o 42.3 !AR£/S tfJRB C; 17 10 7 13 ', 4 8 9 9 4 4 11 `~- 3 CICARETfES TO A PAQC 8.5 7.510.613.3 3.9 8.1 8.914.8 6.2 5.412.810.4 ECommY t9L84ET) 26 14 12 14 . 12 18 8 11 9 7 29 6 13.0 10.4 19.2 14.3 il.8 18.2 7.918.01Z3 9.522.112.5 SAYES MQME7 16 9 7 8 8 12 4 8 5 3 12 3 8.^ 6.710.6 8.2 7.8 12.1 4.013.1 7.7 4.1 14.0 6.3 MOt£ FOR YOtxt CONEY 14 8 6 6~ 8 9 5 7 3 4 11:.: 3' 7.0 6.0 9.1 6.1 7.8 9.1 5.011.5 4.6 5.412.8:. 6.3 GOOD FOR YOU t3ts-fET) 13 10 3 3- 10 5 8 9 4 0 1 6.5 7.5 4.5 3.1 9.8 5.1 7.9 14.8 6.2 - 14.0, 2.1 LRt IN TAR/NICQTYt£ 11 8 3 3 9 3 8 3 9 0 10;_:. 1 5. 5 6.0 4.5 3.1` 7.8 3.0 13.1 4.6 7. -11.6°Z1 G'M FOR YOU 6 4 2 0 6 2 4 3 3 0 6 0 3.0 3.0 3.0 - 5.9 2.0 4.0 4.? 4.6 - 7.0, - 1 iS 13 13 5 16 /S 14 1.S 8.113.310.7 7.4 8.514.712.6 1 24 19 23 9 26 22 20 1.512.919.418.913.213.821.618.0 1 16 14 14 6 16 14 12 1.5 8.614.311.5 8.8 8.5 13.7 10.8 0 12 8 13 5 14 11 11 - 6.5 8.210.7 7.4 7.410.8 9.9 0 13 9 11 5 12 7 7 - 7.0 9.2 9.0 7.4 6.3 6.9 6.3 0 11 8 9 4 10 6 6 - 3.7 8.2 7.4 5.9 5.3' 5.9 5.4 0 6 4 4 2 6 3 3 - 3.2 4.1 3.3 2.9 3.2 2.9 2.7 LSLE t?ttfi05
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tELt..C1'tY - C4RRIGGJ INC.... VB-CIGARETT'E ADMT2SING CL1H'RlFQCATIOPt TE8'1'.... JOB #t0304.... Cf*MI 1963 Q.23 tdHY DID YOU SAY T}£ IDEA WAS ZtDQitTAttT/SQ-SQ/MOT ItDORTAWT? ItdTRCDUCIhIG MORE FOR YDtR !'OEY. CENTU2Y. TALE 17/2 SEX AGE AD otICE AD PRICE _....,.~..._...- HZ6H tqRE FIZf.H MORE CfRY/ DEF/ MY/ DEF/ -ER/ BET- FOR COST -W BET- FOR FtUt OEF/ !'tAY PROB DEF/ MY QRQB 84?E TER Tif LESS MHE TER THE FE- 18 - FLA- t.DH PROB NOT MDT PRtR PRY NOT QMAL. VAL- t10N- PER QI1At., VAL- tW- TdTt CIAE.£ rIAL.E 34 3S+ VOR TAR 8UY BLlY $Ef1' BUY SIlY SUY -ITY EE EY CIG. -ITY IJE EY TQTAL RES+Ox%&m TS 200 ALL Q7HE'R IMPIIRTAMT CO!!£HTS BIRT~ TO T~tY NEW 8 4.0 S7IGKING IS If'QORTANT TO ME 7 3.5 600D TASTING 2 1.0 VM/SO'E'iMAT zMPAtTAKT (M/S) 2 1.0 ALE. GTtER VERY/SOrE I? PORTAKT 5 t'E'NTIOMS 2.3 134 66 98 102 99 6 2 4 4 6 4.5 3.0 4.1 3.9 6.1 4 3 1 6 3 3.0 4.5 1.0 S.9 3.0 1 1 2 0 1 0.7 1.1; 2.0 - 1.0 1 1 0 2 1 0.7 1.5 - 2.0 1.0 3 2 2 3 3 2.2 3.0 2.0 1.9 3.0 -a..- 101 61 65 74 06 ; 48 66 186 98 122 68 189 102 111 2 6 1 1 7 0 1 8 5 5 3 7 5 6 2.0 9.8 1.5 1.4 8.1 - 1.5 4.3 'X1 4.1 4.4 3.7 4.9 5.4 4 3 3 1 3 1 1 7 3 4 3 7 6 5 4.0 4.9 4.6 1.4 5.8 2.1 1.5 3.8 3.1 3.3 4.4 3.7 5.9 4.5 1 1 0 1 1 0 1 2 2 2 0 1 1 1 1.0 1.6 - 1.4 1.2 - 1.5 1.1 2.0 1.6 - 0.5 1.0 0.9 1 1 1 0 2 0 0 2 1 1 0 2 1 1 1.0 1.6 1.5 - 2.3 - - 1.1 1.0 0.8 - 1.1 1.0 0.9 2 2 3 0 3 0 2 4 3 4 1 5 4 3 2.0 3.3 4.6 - 3.5 - 3.0 2.2 3.1 3.3 1.5 2.6 3.9 2.7 85Lc '''±~OS
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8£LLOPtY - CARRI= IMC....VS-CIGA RETTE AOS RTISI MG Ct7ClAlHI CATIOFR TEST.... .108 f0304....lSARCH, 1983 TASt.E 17/3 0.23 lJFY DID YOU SAY T!£ IDEA UAS IMPORTANT/SO-SQ/NDT ItPORTAM? INTRODt]CIW flORE FOR YMK MEY. tOt'flM. PURCHA5E INTERE$T An PRICE AD PRICE l~AY/ DEF/ !qY/ OEF/ -F~R/ SET- F'~'OR COST ~ SET- F'~QR F1LL DWI MY RRtB GEF/ '. !WY PRX WE TER Tff LESS SA!£ TER Tff FE- 18 - FLA- LOU AROS NOT MOT PROIR MDT M3'T QEIAL VAL- MLR- PER QUAt. VAL- MOR- TQTL MALE l1ALE 34 3S+ VOR TAR BUY BUY BUY BUY BUY SUY -ITY tIE EY CI6. -ITY iE EY .r- ~....- .._._.. ~- .....- ....._ ~r.. TQTAI. RESPOVStdTS 200 134 66 98 102 99 101 61 65 74 86 - 4$ 66 186 98 122 68 189 102 i11 SO-SO/MQT I!'PGRTAAIT (MET) 126 84 42 68 58 58 68 25 41 60 35 34 17 116 49 63 40 117 49 60 63.0 62.7 63.6 69.4 56.9 58.6 67.3 41.0 63.1 81.1 40.7 70.8 86.4 62.4 50.0 51.6 58.8 61.9 48.0 S4.1 'SATISfIED WITH C~RRfWr ~A~/ 39 25 14 17. 22 19 20 4 10 23 5 10 24 37 16 18 11 36 14 14 DON'T TRY #IEWQMER BRAfiOS/TOQ P4AMY BRAFDB 1?.5 19.7 21.2 17.3 21,6 19.2 19.8 6.615.433.8 5.820.836.419.916.314.8 16.2 19.013.7 12.6 JRl~'.T A CISARET"fE AD/NDTHING 15 9 6 5 10 7 8 3 4 8 4, 5 6 14 5 8 4 15 7 9 ANOING/AE.L t1W SA1E CLAIM 7.5 6.7 9.1 5.1 9.8 7.1 7.9 4.9 6.2 10.8 4.7 10.4 9.1 7.5 5.1 6.6 5.9 7.9 6.9 8.1 SAP'E AS ANY OT}ER/ALLL 1 7 6 6 9 4 7 2 3 6 4- 1 6 10 2 3 3 11 1 3 CIt:ARETTFS AR£ TFE SAM 5 5 3. 9.1 6.1 4. 4.0 6.9 3.3 4.6 8.1 4.7.2.1 9.1 5.4 2.0 2.5 4.4 5.8 1.0 2.7 ~ SlfE'!!~E !~7R~.JTRYI4G TO 6 4 7 1 5 5 1 3 6 2 3. 5 9 4 4 3 7 5 6 510 4.5 6.1 6.9 3. 5.1 5.0 1.6 4.6 8.1 2.3:6.3 7.6 4.8 4.1 3.3 4.4 3.7 4.9 5.4 OEpEaDS ON TASTE 7 2 4 2 3 3- : 3 3 6 4 6 3 8 6 6 4.5 4.S 4.S 8.2 1.0 7.1 2.0 6.6 3.1 4.1 L5 =-6.3 4.5 3.2 4.1 4.9 4.4 4.2 5.9 5.4 tOT IMt'ERES7ED/DOM' T CARE 4 4 1 5 2 2 4 2 7 4 4 4 8 2 2 4.0 4.5 3.0 5.1 2.9 4.0 4.0 1.6 7.7 2.7 2.3 &3 3.0 3.8 4.1 3.3 5.9 4.2 2.0 1.8 MCSNG MQT/NQT TF1RT IMPLIRTANT 1 9 5 3 2 4 2 5 ; 2 1 8 5 4 2 8 5 7 4.0 5.2 1.5 5. 2 5.1 3.0 3.3 6.2 2.7 5.8 4.2 1.5 4.3 5.1 3.3 2.9 4.2 4.9 6.3 lOitE/5 flEREl25 CIQARETIES 0 0 1 2 4 1 3 2 2 2 2 6 2 3 3 5 2 2 lEAHS NOTHING TQ tE 3. 4.5 1.0 S. 2.0 4.0 1.6 4.6 2.7 2.3 4.2 3.0 3.2 2.0 2.5 4.4 2.6 2.0 1.8 CEPQNDS ON PRICE 1 1 4: 0 2 .6 2 3 2 5 3 4 3.0 2.2 4.5 4.! 2.0 2.0 4.0 4.9 3. 1.4 4.7 - 3.0 3.2 2.0 2.5 2.9 2.6 2.9 3.6 We TO TRY CI0ST 0 3 0 0 1 1 Z 3 2 3 1 3 1 2 1.5 1.5 1.5 2.0 1.0 3.0 4.9 -- 1.2 2.1 1.5 1.6 2.0 2.5 1.5 1.6 1.0 1.8 bSLE ttYtOS
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SEILLCOM1' - CARRZGG, INC....V'B-C2WET'TE AM1WTISIC CtX!ltJKZCAT2QK ?EST.... JOB 40304....MRM, 1983 T4Bt.E 17/4 0. 23 tdRY On? YOU SAY TFE IM ik4S I!lRatTAKTlBD-SM/FUT Zl~dtTAMtT'7 rxTRCCKicsr4; NoaE Fat Y= iyotfY. MrtvaY. FE- 18 - TOTi. l1ALE MAE.E 34 3S* w- ....-- ......r -~.._ TOTAL RESAOhMTS 200 134 66 98 102 At.t. TAS"tE TME Sf_' 0 0 0 0 0 ALL OTIfR . RlST *30-W tEK2W 7 6 1 6 1 3.5 4.3 1.5 6.1 1.0 ALL QTHER MQT IlPURTANT AT 7 6 1 4 3 ALL tEMIQM.g 3.5 4.5 1.5 4.1 -2.9 DON'T xww 10 9 1 4 6 5.0 6.7 1.5 4.1 3.7 ND A1SUER 1 1 0 0 1 0.3 0.7 - - 1.0 ARzcE AO PRICE ...... P..*. MRY/ CEF/ MAY/ DEF~ ~ 8Et- F~'OR COST ~ RET- FMOMOR FtJLL Ow/ AAY PROS Of.F/ NAlY PROB SAlE Ta TW IF53 S'AME TER tME FLA- LM PRl36 FIDT MOT MROB #10'Y MDT WAl. Vqi.- t1dR- PER QUF~. VAL- tldM- VOR TAR 8ttr BLtY BtJr BtlY BUY 8t1Y -ITY UE EY CZC. -ITl UE EY ~_ .._.... ..-..- -.._.- -~........ ~..~ ....... 99 101 61 65 74 86 4B 66 186 0 0 2 5 2.0 5.0 3 4 3.0 ' 4.0 3 3 1 4' 2 1 7 4.? 4.6 1.4 4.7 4.2 1.S 3.8 0 3 4 1-r{. 2 4 6 - 4.6 3.4 i.2 ~2 6.1 3.2 6 4 4 3 3 4. 3 3 9 6.1 4.0 6.6 4.6 4.1 4.7 6.3 4.5 4.8 0 1 0 1 0" 1`- 0 0 1 - 1.0 - 1.S - 1.2 - 0.5 ..-. . ~.. - 98 122 68 189 102 1.12 1 3 3 7 2 3 1.0 2.5 4.4 3.7 2.0 2.7 2 4 2 7 3 4 2.0 3.3 2.9 3.7 2.7 2.6 5 7 7 10 3 5 S.1 S.7 10.3 5.3 Z9 4.5 0 0 0 ! 1 1 - - - 0.5 1.0 0.9 0 9r_~ ~ti*~~s
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BELLLm' - CARRIBG, M ... VS-CSG4RETTE }10MTISI?C CQ'MMCAT2pV TEST... . J08 #10304.... CIARQf, 1983 TAB.E 18/1 0.24 AS A 81tAFD OF GIQ4RETTES FOR YOM OUR USE, iMAT BEST DESCRIBES TKIB CICARETTE YOU .R1ST READ ABOUT7 rsrv"P.,..•.wP. !r7lti.• ..ww..... .,..nG .,.w .wrl.s..- ..w.- - r Yn oYuR. f/YnC, I. Lf'JMt VR 1. :"M.+.. iGS:a.Rir3: AD PRICE f f.i :'RSCE . I'1JYI7 s McG fjiNr7 { McG FE- 18 - FU.L FLA- COST CEF/ !'lAxY ~~ OF~'f ~TY PROS 8ACE TER TFE LE98 SAM TER TF£ t.0it PROB NDT MOT PROO ' NQT MDT WAl. VMt.- M3tF- PER Qt1kiL VAL- CION- TOTL t'M.E HALE 34 35+ VOR TAR BiiY BUY $t1Y BUY 8UY 8UY -TfY !E EY C2G. -ITY tE EY .r..- -~. -..... -..-.. .,.~- ...~ ._- -..-,. ~- r.- _..- -..._ TOTAL Rr.~aT5 200 134 66 98 102 99 101 61 65 74 96 48 66 186 96 122 68 189 102 111 7+ 52 29 23 21. 31 26 26 26 17 9 32. 12 7 SO 29 41 19 50 35 34 26.0 21.6 34.8 21.4 30.4 26.3 25.7 42.6 26.2 12.2 38.4 25.0 10.6 26.9 29.6 33.6 27.9 26.5 34.3 30.6 .o AbD1M (10) 4 1 3 0 4 0 4 3 0 1 3. 1 0 4 3 4 2 4 3 3 2.0 0.7 4.5 -:: 3.9 - 4.0 4.9 - 1.4 3.5 2.1 - 2.2 3.1 3.3 2.9 2.1 2.9 2.7 EXCF1.tENT (9) 3 3 0 0 3 1 2 3 0 0 3 0 0 3 1 2 1 3 3 3 1.5 2.2 - - 2.9 1.0 2.0 4.9 -- 3.5 -- 1.6 1.0 1.6 1.5 1.6 2.9 2.7 VERY 60QD (8) 19 12 7 7 12 9 10 7 7 5 11 4 4 17 12 15 7 18 15 12 9.5 9.010.6 7.111.8 9.1 9.911.510.8 6.812.6 8.3 6.1 9*1 12.2 12.3 10.3 9.514.710.8 9EJZ7E G= (7) 26 13 13 14 12 16 10 13 10 3 16 7 3 26 13 20 9 25 14 16 13.0 9.7 19.7 14.3 11.8 16.2 9.921.315.4 4.118.614.6 4*5 14.0 13.3 16.4 13.2 13.2 13.7 14.4 FAIRLY GOOD C6) 58 42 16 24 34 28 30 22 19 17 30- 14 14 S5 30 37 16 57 30 32 29.0 31.3 24.2 24.5 33.3 28.3 29.7 36.1 29.2 ZLO 34.91 29.2 21.2 29.6 30.6 30.3 23.5 30.2 29.4 29.8 *_!D*FF t~l* :5` 90 ^' 23 46 34 39 41 13 26 41 20 21 39 75 35 40 29 72 33 39 4D.0 42.5 34.9 46.? 33.3 39.4 40.6 21.3 4D.0 ".4 23,34LB !;?ol 40.3 35.7 32.8 42.6 Ml 32.435.1 NQT VERY GOOD (4) 5 3 2 4 1 4 1 0 1 4 1 1 3 1 1 1 2 5 2 3 2.5 2.2 3.0 4.1 1.0 4.0 1.0 - 1.3 5.4 1.2 2.1 4.5 0.5 1.0 0.8 2.9 2.6 2.0 2.7 NOT L'OOV AT ALL (3) 2 2 0 1 1 2 0 .0 1 1 1 0 1 2 1 1 0 2 0 1 1.0 1.5 - 1.0 1.0 2.0 1.5 1.4 1.2 - 1.5 1.1 1.0 0.8 - 1.1 - 0.9 POOR (2) 1 0 1 1 0 0 1 0 0 1 0. 0 1 1 0 0 1 1 0 0 0.5 - 1.5 1.0 - - 1.0 - - 1.4 - - 1.5 0.5 - - 1,5 0.5 - - TERRIBLE (1) 2 1 1 1 1 0. 2 0 1 1 1 0 1 2 2 2 1 2 2 2 1.0 0.7 1.5 1.0 1.0 - 2.0 - 1.5 1.4 1.2 - 1.5 1.1 2.0 1.6 1,5 1.1 2.0 1.8 L9LF hRbOS
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MLLORtr - CARRZCG, INC.... VS-C2GARETTL ADYRTSSM t0MJMICATZOK T£ST.... JQB #l4304.. .. MARUt, 1983 TAME 18J2 Q.READ24 ~~RAhD OF CIGARETTES FOR 1'OE~t 01#~t tlSE, t~F#AT SEBT OESatIBES ~S CICARETZE 1'RJ .~3$T IKTRm[Y'2lrr: Mc~ tr'fro vt~~b ~iiitv= ~-.rnasv PlRL'NAW IfiTEMT SEX AGE AD PRI'CE AD DRrm ......r...~ _..~....._ I FE- 18 - Tt1TL PIALE f'IALE 34 ~.~ ..-..~ ......- TOTAL ltESPOMDEKi"5 200 134 66 98 DON'T *rXt/M0 ANSWER 0 0 0 - MEANS 5.89 5.82 6.05 5.61 STD. 0E'V. 1.37 1.26 1.57 1.20 S'fD. ERR. .097 .109 .194 .121 tlAr/ OE~'/ l14Y/ OEF~ ~KT- F~C1R tXlST ~ SET- F'~OR FtLL OWI tfAr PRQ4 OFFI .-lqT PROO SAt£ TF1t THE LESS S4E TER THE FLA- LEliJ DROS HOT NO'T PRCS ' NOT FRT WAI. VIAt.- lOy-- PER @Uk1L VAL- lXIM- 354 VOlt TAR $UY SUY BE,tY SUY. ."B~tY SUY -ITY ~ EY CIG. -ITY t~ EY ~....- -..-- ~..~. ~~.. ~~ -~..... ~+..... ~~.. ..-~ ..-~. 102 99 101 61 65 74 Ab 4$ 66 186 99 122 68 199 102 111 6.17 5.84 5.95 6.57 5.82 5.41 6.34 5.92 5.30 5.94 6.02 6.14 5.88 5.92 6.18 6.03 1.48 1.16 1.56 1.35 1.Z5 1.28 1.R 1:16 1.16 1.37 1.49 1.47 1.52 1.39 1.53 1.50 .146 .116 .155 .173 .153 .149 .158 .266 .143 .100 .151 .133 .184 .101 .152 .143 Z 9 G c- ty'r'rO S
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50444 3763 - - S'0 - - - S'0 - - Z'T - S'T - - 0'T O'T. -~ S'T - S'0 0 0 T 0 0 0 1 0 0 1 0 1 0 0 1 T 0 1 0 1 O'T . T'T - 8•0 0'Z S'0 S•T - Z•T b•T - 9'T 0'T 0'T 0'T O'T S'T L'0 0'T 0 1 Z 0 1 Z I T 0 1 1 0 1 1 1 1 1 T T Z S'S6 T'S6 L'b6 Z'T6 £'bb 8'0d L'S6 b'Z6 9'fi~b £'f.d Z`E6 b'S6 T'S6 T'1r6 6'bb T Yr6 6'£6 6'E6 8'V6 S'b6 90T Z6 6lT 39 STT 68 8LT T9 91F - ZS 69 Z9 8S S6 1716 .46~- Z6 Z9 ILT 68T CZ 0'Z T Z 6Y E Z k v - - 0 0 0 0 - - - - 0 0 0 0 6'0 0'I t'0 S'T I I I I - - S'0 S'T 0 0 1 1 £'E T'f. 9'T 0'F T'b T'E - O'E 0'Z OZ T OE b S E Z Z'". T 8 Z 0 8 Z Z £ - - - 0 0 0 - 0 0 0 0 0 8'0 0'T S'0 S'T I I I I 8•0 0•T S•0 S'T T 1 1 1 6'0 0'T S'0 - - - S•0 - T T 1 0 0 0 1 0 0 0 0 - 0 0 - - - - 0 0 0 0 0 0 0 0 b'I - T 0 0 - 9'T 0 0 1 9'T T 0 0 1 0 0 0 0'T - - 0•T 1 0 0 1 - 0' T- 0'T 0 I 0 T 0'T - 0'I:: - 1 0 T . 0 S'#r 6'E L'£ 8'8 6'b T'L Z'E T'9 S b L 9 9 L 9 # Z'3t . £Z Z:=: Z b't I'8 £'£ b Z Z 0'S 0'E t E TTT ZAT 681 89 ZZT 86 98T 99 or 9$ bL 0 19 T0T 66 J3 31 JLLI- '9Ia A3 ;1 ~.. ...~.... LiI- 1J18 A1i8. Aft8 M8 IU28 J1t18 W1 2lOn '1" 20d -" -'!kM 'hM lN 1.ON 8D?/d IM J.UN 808d W1 -tl73 ~ -~138 ~ 18SSM 0~ ~ -.~t38 ~ I~C %t1~i /a3Q /330 % +,i /d3G 'nfLi 380W tiO2H 3" liOlN 30I3d (8i 30I2id '.1b12U= 'a3M N'10r1 AW 3?fOfi 9f1I~l~bttN2 6 Z T'S £ t ?AT 86 - 0 ..~- tfOM 1.N00 1m15?f3Ow1 01 3ilMlCH S'T 0'z I b - - S'Z S - SwI1t~'3i 2stlt3 'Z7d 0 0 0 30I?{d MD! lA')0 0 0 0 S3mlsIj 3rIl.DOIM/2M1 GNtftSYOM t.1r0a S'T - S'0 1 0 T (M 318Vl i.AiOH - L'O S'0 0 1 1 )ON V 1iI SZ t39 1.NV'J - L'0 S'0 0 : 1 Ct`3a01"12i S1H?I'7 ~i2 3Mt 0'S S'9 0'b (13V) Z 9 8 a+NJSam al 99 b£T 00Z S1J~t'~lOdS3b 'Id= +SE bE 3'*U 3'Ibld '110.i - 8T 31 i,lwiSX3aw Dl a&Et w aMQSL*= abEu r~u aIQ 'am r" 1N313611I3fM 3N.t NI "JWIHl.U+a jI `1tdHli sz'a 6T 3~i1 t~T ~t••••1r0£011 8~t•••••1531 NOIi1a Ii+~~7 JHISI12t3f~i 3113~I~-S6••••~l+lI '9SZl~J -.tL10~~38 -- - ~~'~' - - - - . ----...,.------- - _--
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BEt.Li7KY - CARftIGG, INC....VB-CIGARETTE AD'V'ERTISM COMMURICATIOH ?FST....JW NO'~04....t'~CH, 1983 0.26 BAM ON THE AD YDU RAW DQ 1'QEl THIMC CENMJRY'3 Al1/1E.11Y LbER.D M.. IMRODUaIlIG MORE FOR YOtWl0E7. CElMMY. TASE.E 20 AD PRICE AD PRIC;E TOTAL RESPQNDEXTS raY/ DEl~/ !'iAY1 OEY~ ~ 8ET- F'~OR CO~S? ~WT- FMOREOR fU.L CWI NAY PRES DFF/' :.t'fAY PROS S+ACE TER TfE LESS SEY'E TER Tff FE- 18 - FLA- LOiI DROB NOT N1T PROg .:NOT FQT QUAL VAL- !ON- PER QUAL VAL- M3P1- TQfl. MALE P1At.E 34 33* VOR TAR SilY BUY BUY StlY :: :StlY BN' -ITY UE EY CIG. -ITY UE E7 Z00 134 66 9B 102 99 101 61 65 74 86: 48 66 186 98 122 68 189 102 111 20 8 23 16 18 16.4 11.8 12.2 15.7 16.2 95 54 154 81 89 77.? 7?-4 81.5 "-4 90.2 7 6 12 5 4 5.7 8.8 6.3 4.9 3.6 0 0 0 0 0 - - - - - HIGHER 0UAE.ITY THAM Q'THElt 23 16 7 11 12 12 11 12 6 5 16 ' 4 3 23 15 BtEMDB CLRitENTLY RVAILABLE 11.5 11.9 10.6 11.2 11.8 12.1 10.? 19.7 9.2 6.8 18.6:'8.3 4e5 t2.4 15.3 TH£ SAr£ AUAC.ITY AS OTtf3t BRAbDS 163 109 54 78 .85 M- 95 48 55 60 67:: ::t 42 34 163 79 81.581.3ft.879.6.83.378.884.278.784.681.1 77*797Z BLIS G7o6 90.6 LOM QUALITY TtyMl OTfEt BRAFDS 14 9 5 9 5 9 5 1 4 9 3 2 9 0 4 aWRENttY AVAZLABtF 7.0 6.7 7.6 9.2 4.9 9.1 5.0 1.6 6.212.2 3.5 4:2 13.6 - 4.1 CONt'T IQNOit/MD ANSWR 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - - - - - ft9L£ tp+!bOS
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Q MR OI lt~ 01 a'~W OI o/ 0 1 OI MO O1 8 NO 01 A Wo Aa Wn OI ~n 9 .r
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~ I t m Q a 6101. O1 10 N~ OI
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RELLoMY - cARRzM VC ... . M-cIcAREM ADVERT1sM cOPMRzCanaR TEsr....J08 00304.. ~.MAM 190 TABLE 25 0.30 .7tAGI}4: fROM Tf£ AOt~ERTISFJ'mT, WAT DO YOU TNZM TM CIoA1wEFiES Wdt3.D $E 41KE? zNflrOOtCsfic rIDRMf"Qt M ndEY. t"ENt'tAaY. M(LI7 f GJCM AD PRICE AD FttZCE E- 18 - FtLt. FLA- . KAY/ DEfI • MAYI Dff't ~ 8ET- F~OR COST ~ 8£T- F'~OR DFFt MAY PROB ~! !'1RY PRQB SAME TER THE LE3S SACE TER THE LtJU DROB MDT 14yT ORO WT tBTT 9UiAL. VAL- lU4- PER QUAL VAL- MN- TQTL lfAL.E lMLE 34 35+ WR TAR 8N' 8tlY BF.tY WY 8UY MJY -ITV UE EY CIG. -ITY tJE EY ~- ~.r... ..r-- ..r- ....~ ....~ .~.rtr .....r -rrr r..... r-.. TQ"fAL RESPt7MMT3 200 134 66 99 102 99 101 61 65 74 86 48 66 186 98 122 68 189 102 111 6/7 - GOQD TASTING 28 15 13 7 21 14 14 16 5 7 20 6 2 29 13 22 10 26 21 21 14.0 11.2 19.7 7.1 20.6 14.1 13.9 26.2 7.7 9.5 23.3:12.5 3.0 15.1 15.3 18.0 14.7 13.8 20.6 18.9 7 12 6 6 1 11 2 10 7 1 4 T 4 1 12 5 11 7 10 7 7 6.0 4.3 9.1 1.0 10.8 2.0 9.9 11.5 1.5 5.4 8.1 0.3 1.5 6.5 5.1 9.0 10.3 5.3 6.9 6.3 6 16 9 7 6: 10 12 4 9 4 3 13 2 1 16 10 IZ 3 16 14 14 8.0 6.7 10.6 6.1 9.8 12.1 4.0 14.8 6.2 4.1 LS.1 4.2 1.5 8.6 10.2 9.0 4.4 8.5 13.7 12.6 5 55 39 16 31 24 26 29 26 19 10 32 14 9 53 28 35 16 54 30 31 4 27.529.124.231.623.526.328.742.629.213.53T.229.213.628.528.628.723.528.629.4D.9 80 57 23 34 46 38 42 15 30 35 26' 22 32 72 3$ 47 31 76 37 42 40.042.534.834.745.1 38.441.624.646.247.330.2A&84R536.738.838.S4S.640.236.337.8 3 ~ 1 T ~ 8 9 6 14 4: 3 13 20 7 7 7 20 8 9 11. 0 8 2 14 3 7. 16. 13.1 8. 3.3 9.2 18.9 4.f: _:6.3 22.7 10.8 7.1 5.7 10.3 10.6 7.8 8.1 2 iZ 0 0 1 0 6 3 8 2° 2 8 10 8 9 4 10 5 7: 6.0 7.5 3. 10 2. 7. 5. 1. 4.6 10.8 2.3' A..2 12.1 5.4 8.2 7.4 S.9 5.3 4.9 6.3 1 - 8AD TA6TM 3 2 1 2 1 1 2 1 2 0~ 1 0 3 2 2 0 3 1 1 1.5 1.5 1.S 2.0"`I.0 1.0'2.0 1.6 3.1 - 2.3, 2.1 - 1.6 2.0 1.6 - 1.6 1.0 0.9 OM'T #CHOUM AMSUER 0 0 0 0 0 0 0 0 0 0 0 ~'. 0 0 0 0 •0 0 0 0 0 r r r - - r - - tf1M 4.34 4.28 4.43 4.06,4.61 4.26 4.42 4.95 4.18 3.97 4.76A.4Z 3.74 4.30 4.35 4.48 4.41 4.35 4.57 4.49 STD. DEV. 1.23 1.19 1.31 1.18 1.22 1.17 1.28 1.19 1.10 1.19 1.23 Y.22 1.00 1.24 1.28 1.32 1.24 1.20 1.23 1.24 r'JTD. ERR. .087 .102 .162 .119:.121 .118 .128 .IS"2 .137 .139 .131Z .176 .123 .091 .129 .11? .150 .087 .122 .Z18 b9LE nt,toS
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BELt.OrSY - CAitRIf,G, INC... . t18-CICARETTE ADt1ERTISIM GOl9URICATItIN TEBT.... JOB 40304.... MRCH, 1983 TAKE 26 0.30 .ltl(?CIir6 FRUM THE ADVERTISETlENT, NHRT 00 YOU TKIW Ttf CICA{tET'TES iK1tU BE LIK.E? IwRtI0tlCIHG !`!QR£ FQt YtxR !'10t4EY. CE'KmY. FE- 19 - TOTL !'iAL,E tIAL,E 34 35+ TOTAL RE9POf4JEiTS 200 134 66 98 102 6/7 - VERY STRLNIG TASTING 12 8 4 9 3 6.0 6.0 6.1 9.2 2.9 7 5 2 3 4 1 2.5 1.5 4.5 4.1 1.0 6 7 6 1 5 2 3.5 4.3 1.5 5.1 2.0 5 20 17 3 7 13 10.0 12.7 4.5 7.1 12.7 4 88 55 33 41 47 44.0 41.0 -50.0 41.8 46.1 3 43 29 14 23 20 21.5 21.6 21.2 23.5 19.6 2 22 15 7 9 13 11.0 11.2 10.6 9.2 12.7 1 - VEtY UEMC TASTING 15 10 5 9 6 7.5 7.5 7.6 9.2 5.9 DON'T WHOU/#1fJ ANSUR 0 0 0 0 0 - - - - - MEANS 3.58 3.60 3.56 3.60 3.57 STD. QEV. 1.28 1.28 1.29 1.39 1.16 S'TII). ERR. .090 .110 .159 .140 .115 4[.GE *'rtj^S PtlRCHASE NT'EREST AD PRICE AD PRICE tfAY/ DEF/ !WY/ DFf/ ~ SET- ~FtlRB Ct?ST H-f R/ SET- ~FOR FtLi. DEF/ tqY PROB OEF/ HAY PRES SAE TER THE LESS SACE TE3t T}£ FLA- LAW PRflB tV0'c HOT gRCB NOT MOT QElAt. WIL- MOFt- PER gtlAL ttAL- t1Qt4- Vdt TAR StlY BEl1' St1Y SN' SUY BUY -ITr iE EY CIC. -ITY EfE EY - 99 101 61 65 74 06 48 66 186 98 122 68 189 102 111 4 8 5 5 2 7 3 2 10 10 12 7 11 10 8 4.0 7.9 8.2 7.7 2.7 IL1 6.3 3.0 5.410.2 9.8 10.3 5.8 9.8 7.2 1 4 3 1 1..4 0 1 4 4 5 3 4 4 3 1.0 4.0 4.9 1.5 1.4 4.7 - 1.5 2.2 4.1 4.1 4.4 2.1 3.9 2.7 3 4 2 4 1 3 3 1 6 6 7 4 7 6 5 3.0 4.0 3.3 6.2 1.4 3.5 6.3 1.5 3.2 6.1 5.7 5.9 3.7 5.9 4.5 11 9 8 7 5 11 4 5 19 13 16 7 18 10 11 11.1 8.9 13.1 10.8 6.8 12.8 8.3 7.6 10.2 13.3 13.1 10.3 9.5 9.8 9.9 38 50 24 29 3;5 3T • 23 28 81 43 55 30 83 43 48 38.449.539.344.647.343.047.9e'2.443.54..'.9 45.1 44.1 43.9 42.2 43.2 25 18 15 14 14 19 '8 16 41 19 ~ ~ ~ R 25.3 17.8 24.6 21.5 18.9 22.1 16.7 24.2 22.0 19.4 919I1 18. 721. 620. 7 21. 13 9 6 6 10 7 5 10 21 5 i2 3 i8 ~7 ~ 13.1 8.9 9.8 9.2 13.5 09.1 10.4 15.2 11.3 5.1 8 10. 9 11 11 8 7 3 4 8 5 3 5 14 8 9 9 8.1 6.9 4.9 6.210.8 5.810.4 7.6 7.5 8.2 4.9 5. 7.4 6. 7.2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 - - - - - ~- - - - - 3.44 3.72 3.75 3.69 3.35 3." 3.52 3.38 3.56 3.84 3.87 3.783.563.7'23.61 1.24 1.30 1.32 1.25 1.24 1.31 1.29 1.20 1.26 1.37 1.30 1.36 1.26 1.36 1.31 .125 .130 .170 .155 .145 .142 .186 .148 .092 .138 .118 .165 .092 .135 .124
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68LlAttY - CW.IGG, ".C....;M-GIGARBTTE ADVERTISM GO!'"ICATItN TEST.... JC1B 40304.... lWRCH, 1983 TABE 36 9.31 JR1?GZNG FROCf THE A0MTZSE7ENT. WAT KVV OF DE85M 00 V'a! THM iOLRD 5rOM CERTUP1^? ZKRt3t?t1CIM MOitE FOR Yl7CR lkWEY. CUTRMY. llxor1KTER£ST " AL' NRZGE AD PRICE lfAYt DEF! - liAYl DEFJ -ER1 BET- FOR CQ3T -flt! KT- FOit FE- 18 - FULL i?EFl FLA- LOW PROB t'fAY PROB OEFl:..tV1Y PREE SEYE TER Trf LESS STER TF£ NOT MJT DftW : WT NQT iNAL VAt.- flON- PER QE1At. VAL- !'1QM- ?'f)Tt CtAt.E t'fAt.E 34 355-~ VOR TAR SUY SUY Bt1Y BUY, $tt1' BUY -ITY UE EY GI6. -ZTY tiE EY -.._. _._..- r..~ _~,., -....~ TCJTAL R8SD4NDENTS 200 134 66 98 102 99 101 61 65 74 86 48 66 186 98 122 68 189 102 111 6/7 - 55 38 17 20 35 27 28 20 18 17 31 10 14 52 26 33 17 55 33 33 S0P€O' i~0 BitYS 2'tE BES7 27.526.425.820.434.3?7.327.732.827.723.036.02'0.821.2.Z8.026.527.025.027.1 32.4 29.7 RECAROC£ss aF PRICE 7 26 13 13 8 18 10 16 9 6 11 16 .. 4 6 25 11 15 8 26 15 14 13.0 9.7 19.7 8.2 17.6 10.1 15.8 14.8 9.2 . 14.9 18.6 :8.3 9.1 13.4 11.2 12.3 11.8 13.8 14.7 12.6 6 29 ?3 4 12 17 17 12 11 12 6 13 - 6 8 27 15 18 9 29 i8 19 14.518.7 6.1 12.2 16.7 17.2 ll.? 19.0 19.5 8.1 17.4 1Z5 12.1 14.5 15.3 14.8 13.2 15.3 17.6 17.1 5 30 21 9 13 17 15 15 10 14 6 14':9 7 29 14 17 12 29 11 16 15.0 15.7 13.6 13.3 16.7 15.2 14.9 16.4 21.5 8.1 16.3 M8 10.6 15.6 14.3 13.9 17.6 15.3 10.8 14.4 4 72 43 29 37 35 31 41 21 23 28 28 %_::19 25 66 32 42 20 66 34 37 36.0 32.1 43.9 37.9 34.3 31.3 40.6 34.4 35.4 37.832.6$9.637.935.532.734.429.434.933.333.3 3 22 ~ S 9 19 11 9:::' 7 6 21 11 13 8 20 15 14 l i 14.2 4. 16.3 5. 8.2 12.1 9 9.2 14.9 10.5 14.6 9.1 11.3 11.2 10.7 11.8 10.6 14.7 12.6 2 2 5 1 6 3 3 5 2 1 6 7 5 7 6 8 5 6 4.5 5.2 3. 5. 3.4 3. 1.6 6. 4.6 6.8 2.3 2,1 9.1 3.8 5.1 5.7 8.8 4.2 4,9 5.4 12 4 1 7 2 2 8 11 10 10 5 11 4 5 SME'DW UHD BLlYS 1HE Cf_APEST 6.0 4.5 9.2 7.1 4.9 8.1 4.0 6.6 1.5 9.5 2.3 4:2 12.1 5.9 10.2 8.2 7.4 5.8 3.9 4.5 NWLESS OF @CAAi.ITY oaa•T woNocinMo ANSUER 0 0 0 0 0 0 0 0 0 0 0-.0 0 0 0 0 0 0 0 0 - - - - - - lf" 4.45 4.444.474.144.754.314.584.664.634.124.854.383.98d.4g4.274.344.284.514.544.50 S7D. OEV. 1.59 1.53 1.72 1.54 1.60 1.66 1.52 1.60 1.35 1.74 1.50 1.39 1.73 f.59 1.72 1.68 1.69 1.60 1.60 1.58 S't4. EEU. .113 .133 .212 .156 .158 .167 .151 .205 .168 .203 .162 .201 .213 .116 .174 .157 .205 .116 .159 .150 ` _ ~ ns_rLE "+r#05
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SfiLLOlTY - CARRICG, INC....VB-CI6ARETTE AD't9RT2SM COMMtICAnOK 1EST.... J06 "W4....!'fARCH, 1983 0.31 JRAGIHG FROM TME ADVE3tTI8EMEKT, LWT KM OF Potsom 00 YQ! "d!#C UOULD sm cenlR7? MORE FAt YCtX lfQFEY. CERTiWY. TARLE 37 AD . O1tICE AD 9RIE2; HSCH MORE FQGH MORE ltRY/ DEF/ :. ltAY/ CW/ -£R/ BET- FOR COST -gt/ 8£T- FOR FtR.L OEF/ tlAY FRW Off/!WY PROS SVE TER TE4E LESS JIW TER TW FE- 18 - FLA- LGi/ PROS NQT NOT PROB !IG'T NI7T 8UA. MAf.- MCR- PER WAt. ViAL- t'i7M- TOTL CMIt.E lfAL.E 34 35+ VOR TAR BUY Kff Kff St1Y Kff $UY -ITY LE EY CZG. -ITX iE EY TI?TAL RESDOFODMT3 200 134 66 9B 102 99 101 61 65 74 86 46 66 186 98 122 68 189 102 111 6/7- 74 4B 26 29 46 34 40 31 18 25 44. 12 18 68 44 57 34 72 48 46 A DERSt7K iM ALYAYS LOOKS FOR A 37.0 35.8 39.4 29.6 45.1 34.3 39.6 50.8 27.7 23.8 51.2,.?S.0 77.3 36.6 44.9 46.7 50.0 39.1 47.1 41.4 600D BUY WEH SFWPhC 7 45 26 19 14 31 18 27 19 g 19 ?7~ 6 12 42 30 38 22 44 V 27 22.5 19.4 26.8 14.3 30.4 18.2 26.7 29.5 12.3 25.7 31.4 12.5 18.2 22.6 30.6 31.1 32.4 23.3 26.5 24.3 6 29 22 7 14 15 16 13 13 10 6 1T~ 6 6 26 14 19 12 28 21 19 14.5 16.4 10.6 14.3 14.7 16.2 12.9 21.3 15.4 8.1 19.g SZ5 9.1 14.0 14.3 15.6 17.6 14.8 20.6 17.1 5 28 24 4 I@ 10 11 17 6 16 6 ~' 13 7 26 15 18 12 27 12 16 14.0 17.9 6.1 18.4 9.8 11.1 16.8 9.8 24.6 8.1 9.3 77.1 10.6 14.0 15.3 14.8 17.6 14.3 11.8 14.4 4 - 72 43 29 36 36 37 35 19 22 31 25-: 21 26 66 30 38 14 66 31 38 36.032.1 4..,"2.936..735.337.434.731.1 33.841.929.2:4l.839.435.530.631.1 20.6 34.9 30.4 34.2 3 13 10 3 8~ 5 10 3 3 3 7 4` 1 8 13 5 6 4 13 5 5 6.5 7.5 4.5 8.2 4.910.1 3.0 4.9 4.6 9.5 4.7,2.1 IZ1 7.0 5.1 4.? 5.9 6.9 4.9 4.5 2 6 6 0 4 2 5 1 0 3 3 2 1 3 6 3 3 2 5 3 3 3.0 4.5 - 4.1 2.0 5.1 1.0 - 4.6 4.1 2.3 2.1 4.5 3.2 3.1 2.5 2.9 2.6 2.9 2.7 i- 7 3 4 4 3 2 5 2 3 2 3 0 4 7 1 0 2 6 3 3 APERSON t4lD hEUER LOdCS FAt A 3.5 2.2 6.1 4.1 2.9 2.0 5.0 3.3 4.6 2.7 3.5 - 6.1 3.8 1.0 - 2.9 3.2 2.9 2.7 6001J Kff HHETt 94UPPIM a0M'T *08/NQ ANSUER 0 0 0 0 . 0 0 0 0 0 0 0` 0 0 0 0 0 0 0 0 0 - - - - - - - - - - ~ - - - - - - - - - YEANS ' S'TD. OEsf. {, STD. ERR. 4.89 4.96 4.91 4.61 5.13 4.72 5.03 5.26 4.65 4.76 5.23 4*83 4.44 4.85 5.21 5.30 5.29 4.92 5.13 5.04 1.58 1.52 1.70 1.52 1.60 1.55 1.60 1.55 1.49 1.64 1.64=1.15 1.67 1.60 1.51 1, 44 1.61 1. S7 1.5R 1.54 .112 .132 .207 .153 .159 .155 .159 .1S'8 .185 .190 .176 .167 .206 .117 .153 .130 .195 .114 .157 .146 i 8LE "trOS
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3£U.Or4Y - CAM= INC.... V6-CIGARET7E ADVERTISIM CO"MCATI0h1 7EST.... .lOB A0304....Ci*CM, 1983 A.32R t#pRt LIXEt.Y NOU~ YOU BE TO 8UY CF"Y AT TFE SLIt;H?tY F{If.QfR PRZCE f8 CENTS lORE - DETROIT/DES ?10IPES1 ? M?ER: DETRQIT/DES tfDIt4:S IKTRfJOMIt4; tlOM FOR YOtR NOWY. CEP!,reroY. • / .1-.s: SEX AGE AO 00 TABL.S 38 PRICE tlAY/ DEF/ !!41'/ DfF/ ~ 8~T- F~flR COST ~ BET- ~ FUU.L 0W/ hAY RROS CW/ #pY DRW SACE TER T!f LESS SAtE TER Tff FE- 18 - FLA- t.OW PROB tOT MT PRUB NQT MQT 9UAL VAL- MW- PER BUAL ttAL- !!f)H- TaTt MAL£ !'tALE 34 35+ VOR TAR BUY 8lJY SUY BUY SUY MN -M iE EY CIG. -ITY tE EY TDTAL 100 DEFIMITEi.Y/DROBABL.Y UD.C 8U1' IT 36 36.0 OEFIHITELY iloULc eUY IT 11 11.0 PRWASLY LU" SZl1' IT 25 25.0 !llGtfT OR NtI&HT NOT MN IT 31 31.0 FRO6ABLY NOI1.D MOT MN IT 22 22.0 t?EFnQTQ.Y i10" NOT MN IT 11 11.0 DQ4'T iQ4WFR? sA!!~'iEt 0 - !£A~lS 3.03 SiD. QE{l. 1.17 STD. ERR. .117 ^ -....- -....- ...-- ~_ 68 32 48 52 49 51 33 34 33 36 31 33 96 48 58 27 97 51 55 26 10 14 22 18 18 24 8 4 36 38.2 31.3 29.2 4L3 36.7'..S'.372.723.5 12.1100.0 - - 36.5 39.6 41.4 29.6 37.1 52.9 47.1 8 3 3--8 6 5 6 5 0 11 0 0 11 5 6 2 11 11 11 11.8 9.4 6.315.412.2 9.818.214.7 -30.6 - - 11.5 10.4 10.3 7.4 11.3 21.6 20.0 18 7 11 14 12 13 18 3 4 23; 0 0 24 14 18 6 25 16 16 26.5 21.9 22.9 26.9 24.5 25.5 34.5 8.8 12.1 69.4 - - 25.0 29.2 31.0 22.2 25.8 31.4 29.1 21 10 15 16 13 18 5 20 6 0 31 0 31 20 24 9 31 16 18 30.9 31.3 31.3 30.8 26.5 35.3 15.2 58.8 18.2 -100.0 - 32.3 41.7 41.4 33.3 32.0 31.4 32.7 17 5 12 10 12 10 3 4 15 0 0'22 22 3 3 6 20 6 8 25.0 15.6 25.0 1?.2 24.5 19,-6 9.1 11.9 45.5 - -66.722.910.4 &6 22.2 20.6 11.8 14.5 4 7 7 4 6 3 1 2 8 O. 0 11 8 4 3 4 10 2 2 5.921.914.6 T.712.2 9.8 3.0 t.924.2 - -33.3 8.3 8.3 8.6 14.8 10.3 3.9 3.6 0 0 0 0 0 0 0 0 0 0 0 - - - - - - - - - - - 0 35 19 24 8 36 27 27 0 0 0 0 0 0 0 0 - - - - - - - - 3.13 2.81 2.81 3.23 3.00 3.06 3.76 3.15 2.18 4.31 3.00 1.67 3.08 3.23 3.26 2.85 3.07 3.5'S 3.47 1.11 1.28 1.14 1.17 1.22 1.12 .97 1.02 .95 .47 .00 .48 1.13 1.06 1.05 1.17 1.16 1.06 1.09 .134 .226 .165 .162 .175 .15T .169 .175 .16a .078 .000 .083 .115 .153 .138 .225 .117 .152 .146 ZQLE b'?hOS 0
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88i.t.t7[!Y - CARRZ= ZNC....VB-CIGARETTE ADtl8RT25TW C~WCAT2QH TEST.....A7tB #10304....Mf1R04, 1983 C33 BASE1? ON CEfiiTtRl' CASTIHG 9t.ICNTLY MORE PER DACK, 00 YOU TNM EOTtlRY'3 QLlAE.2TY VOElt.D SE... FE- 18 - TOTL rlALE !'M1l.E 34 35+ T'OTAL RE5P0NDEJNTS 200 134 66 98 102 8'ICM QUALITY TliAK OY}£R 30 22 8 13 17 VAFt?S tXlRRF.NTL.Y AVAIZJOLE 15.0 16.4 12.1 13.3 16.7 ?W S-tr 8<.AL.~TY AS QTHER SRAFOS 1S4' 104 53 76 83 79.5 77.6 =3 7f.6 81.4 LQk3t QuAE.ITY 1'HA[I OTHER BRMMS 11 8 3 9 2 QUtR©NiLY AiAZLABCE 5.5 6.0 4.S 9.2 2.0 OOFt'T 00iQ!/NO ANSLER 0 0 0 0 0 - - - - - IKTROCxJCING flL1RE ~'Ott retl~ t~rv. No;•. PCIRG'F419E SNTEWT 0 T48LE 41 pRZCE MAYY P R~~ OEF/ ~Y P~fl6 8 T ~~ R 7 f L SRI ~ !£ !£ 1 ~'ER T~ fU.L aEF/ t7A FtA- LOW PROB AIQT MCiT PROg 1RT NOT !UAf. VAL- t'ON- PER QUAt. VAE.- tK7M- VOFt TAR 8!!Y BUY 8!K SLtY ~: BttY 8!!Y -ITY t£ EY G16. -Z?Y EE EY -.r- 99 101 61 65 74 86 48 66 186 98 1?2 68 189 102 111 13 17 1S 8 7 14 6 10 20 18 20 12 30 21 21 13.1 16.8 24.6 12.3 9.5 16.3 1Z5 15.2 15.1 18.4 16.4 17.6 15.9 20.6 16.9 90 79 44 56 59 70 ,41 48 149 75 96 50 1" 76 86 80.8 78.2 72.1 86.2 79.7 81.4 M4 72.7 80.1 76.5 78.7 73.5 84.1 74.5 77.5 6 5 2 1 8 2-~ 1 8 9 5 6 6 0 5 4 6.1 3.0 3.3 1.3 10.8 Z3 2.1 12.1 4.8 5.1 4.9 8.8 - 4.9 3.6 0 0 0 0 0 0-0 0 0 0 0 0 0 0 0 - - - - - - - - - - - - - - - S 4LS "*?hQS
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