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RJ Reynolds

RJR Segmentation Study #372-60 -- Computer Tables -- Volume 115. Female Smokers Aged 25-34.

Date: 06 Jun 1997
Length: 742 pages
516897144-516897885
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07 Jan 1999
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Rjr
Nascar
Site
Weber Jd
Marketing
Marketing Research
Dir
Box
Rjr4296
Request
California
6rfp2
Arizona
2rfp1
Brand
Camel
Winston
Non-RJR Brands
Salem
Doral
Metro
R01000
Now
Vantage
Rjrtc Brands
Monarch
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ont82d00

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Page 1: ont82d00
0 9 0 6-JVN-1997 09:59 VOLREF:115 DRI:372-60 RJR SE'Gi4ENPATIOI¢ STODY : FwbPcp' SlAIQRS A® 25-34 Table 1 Page i Demographios : Sez, Age, Age vithin Sex - Total NT NF ST SF INT ENT IPF PNF IST EST ISF ESF FNFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..-.. Samp1e Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavc 40 Other 20 Cauc 56 Other 18 Ca.x 66 Other 46 Caw 47 Other 17 Keighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Iawer Case 80! Upper 90% A B>ACDE C>ABDE D>ABCL~ E>ABm F>AG G>AF H>AI I>AH J>AA lOAJ IJAM ?DAL N>AO 0>AN P>AQ Q>AP R>AS S>AR T>AU VNaT VhAW W>AV Fema1e 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Total 21-36 100 100 100 100 100 100 100 '100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Total 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 £emale 21-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 £emale 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 ~?L 62 ~ aS
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6-JUA-1997 09:59 VOLie!':115 I3tI:372-60 F67R SEQ427TATIOi STUDY : SMOKERS AGED 25-34 Table 11 Page 1,2 Demographics : Market Total NF ST SF IST FSK` ISF ESF ENFY ISTJ .... 1Pf..... ....27F..... .... ST..... ....SF..... Samp1e Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Catx 40 Other 20 Caue 56 Other 18 Cavo 66 Other 46 Caac 47 Otterr 3 7 Weighted Sase 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 . 9 Sig Test CoSnmn Ref>Versus Lover Case 80i Upper 90% Rochester PY ((2i'23) A 5 B>ACDE c5<9 pABaE 3 D>ABCE Atl. E>AECD acDC9 F>AG 7 G>AF 9 H>AI 5 I>A8 3 J>AK A<• tOA.7 2 IJAM 3 DDAL AL<24 N>AO 3 O>AN A<. P>AQ aQ<11 4>AP a<1 R>AS 3 S>AR 4 T>AU A<2 U>AT A<* V>AW aW<1l W>AV A<. Seattle VA (CP21) 3 3 1 ACE<6 a<1 2 3 5 A<. a<8 3 A<. 2 A<. A<. 2 6 2 A<. AV<9 A<. A<. 5 San Antonio TX (QT34) 2 A<. A<' ABCe<6 1 A<. A<. A<_ a<• A<7 3 A<. 2 1 AITQ1 A<. A<. A<' 1 A<7 4 A<. 8 San Fernando Valley CA (F0;6) 1 San Francisco CA (QT53) <9 DE<5 A<' A<_ A<. AFG13 A<. H<7 A<' A<. A<_ A<. 2 A<1 AQ<12 A<. A<1 AR<24 A<' A<. A<. A<. San Jose CA (HE9) 1 2 A<. A<* aCd<4 ag<8 A<. A<. A<. a<' A<. a<9 1 A<_ A<. 3 A<. A<. A<. A<. ' av<5 A<. St. Louis MO (F29) 1 ' 2 a<. • 1 -a<. 1 2 a<. a<. I a<. 3 a<. • a<. 2 2 a<. a<. aG 3 Tacoma WA (QT43) 4 5 E<7 4 A<1 A<_ f<7 8 6 3 4 2 A<1 a<12 4 6 1 6 7 U<6 A<. A<' 5 Tulsa OK (GN13) 3 A<. 2 Bc<5 8<5 A<. A<. A<. 2 AK<9 A<' 1 1<7 a<1 AN<13 A<. A<. 1 4 A<. AT<14 r<5 A<• Freszo 3 3 4 2 3 A<. 4 A1<17 A<. k<3 A<. 4 2 A<. 4 A<. aP<15 S<5 A<. A<. t<5 v<4 A<. L.7IC. V?7 3.- • 0
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RJR SEGMF.NTATION STUDY 1372-60. -- COMPUTER TABLES VOLUME 115 ® DIAGNOSTIC RESEARCH INTERNATIONAL Los Angcles Newport Bcach New 1'ork Yaris l.onctoia l~
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Table 13 ga4e 14 6-JlAi-1997 09:59 VOLRf'?:115 DR2:372-60 Ib7R SEGME2iTATI03Q STUDY : FEMASE SMOPM'RS AGED 25-34 4.2, 3: Lifetype Granxpiaqs : n++...+<;ons Total ST SF iliT ENT I8F EPF IST EST ISF ESF EN£P ISTJ .... NT..... .... NF..... .... ST..... .... SF..... ca~ Other cauo Other ca,x Other caue othew Sample Base 310 so 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11. 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig TesG Colimn Re£>Versus Lover Case 80% Upper 906 A 8>ACDE C>AEDE D>ABM E>ABm F>AG G>AF FDAI I>AH J>AK R>AJ 7JAM 14)AL N>1W O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV E2 62 ADE<7d ADE<73 A<44 D<59 A<. AF<t00 A<. AH<100 A<. AJG100 A<. AL<100 AO<100 A<. A<74 a<75 A<73 a<76 A<40 a<52 60 54 22 38 AC26 AC27 ASa<56 BC<IIi AG<100 A<. AId00 A<. AX<100 A<. AM<100 A<. A<. AtK100 A<26 a<25 AC27 a<24 A<60 a<48 40 46 S 52 A<. A<. ABC<100 ABC<100 A<. A<. A<_ A<_ A<100 A<100 A<t00 A<100 A<. AN<100 A<. A<. A<. A<. A<100 A<100 A<100 A<100 N 48 ADE<100 ADE<100 A<. A<. A<100 A<100 A<100 A<100 A<. A<. A<. A<_ A0O.00 A<. A<100 A<100 A<100 A< 100 A<. A<. A<. A<. T 47 ACEG700 A<. ACE<100 A<. A<100 A<100 A<. A<. A<100 A<100 A<. A<. A<. ANU.00 A<100 A<100 A<. A<. A<100 AQ00 A<. A<. F 53 A<. ASD<100 A<. ASIK100 A<. A<. A<100 A<100 A<. A<. A<100 A<100 AO<100 A<. A<_ A<. A<100 A<100 A<. A<. A<100 A<100 J1 51 A<23 AB<d1 ABC<59 ASCD<75 A<32 A<19 A<24 H<47 AK<66 51 AM<87 A<67 A<. AN<100 A<14 P<54 A<36 R<62 55 At<67 A<76 A<70 P1 49 ACDE<77 ADE<59 AE<41 A<25 A<68 A<81 AI<76 53 A<34 J<49 A<13 AL<33 AO<100 A<. AQ<86 46 AS<64 38 u<45 A<33 A<24 A<30 6SiL 68° T5
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6-JtlA-1997 09:59 - VOZItEF:]15 MiI:372-60 BJR SHC;4EiTATIOiP STUDY : FFSALB 3MMR4 AGED 25-34 Table 3 PaSe 3 Demographics : Marital Status Total NT HF ST SF INf ENT BO? II7F I8T EST ZSF ESF F27FP ISTJ .... 1PP..... .... PF----- .... ST..... .... SF... _. Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauo 40 Other 20 Canc 56 Other 18 Canc 66 Other 46 Cavc 47 0#3ser 27 Weighted Base 221. 41 65 63 52 11 30 17 '48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test COltlm Ref>Versos bo.er Case 80! Upper 90% A B>ACDE C>AME D>ASCE E>ABCD 8'>AG GAAF FDAS I>AB J>AK 10AJ 7JAM 1DAL N>AO O>Att P>AQ Q>AP R>AS S>AR T>AtT V>AT V>AN V>AV Married 41 AQ4 8e<39 AHCE<65 A<29 AQ3 Af<27 AQ7 FKd8 A<69 A<59 a<28 A<30 38 AN<71 AQ<27 A<10 41 33 A V<72 a<51 A<30 a<25 S+ ngle 40 ADeC55 D<45 A<22 D<42 AQC70 at50 39 47 A<15 aJ<30 40 43 a0<52 A<19 a<50 A4<75 42 A<58 A<15 T <34 40 53 Divorced 19 20 15 aQ4 AmQ7 16 22 AI<44 AG5 16 A<11 a<32 24 A<9 A<10 23 12 17 a<9 a<13 15 Af28 22 Ridowed 1 1 • . 2 a<. 1 a<. * a<. . * 3 • a<. a<. 3 • a<. a<. a<. 2 1
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;1% 5 N Q! M N t N N M N t H E N t u ~ I 0
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6-JtlN-1997 09:59 ®OLi2EF':115 DRI:372-60 R7A SEC~ffiiTATI~ STVDY :PTsgT-" SMOPER4 AG9 25-34 Table 7 Page 7 Demographics : Locality Total 1aT HF ST SF INT IIaT IHF FNF IST EST ISF ESF ISTJ .... NT..... .... NF..... .... ST..... ....S£....' Sawle Base 310 60 74 112 64 26 34 26 49 55 57 23 41 34 40 Caua 40 Other 20 Canc 56 Other 18 Cauc 66 Other 46 Cat7a 47 Other 17 Xnighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1vM Ref>Versvs Lower Case 80% Vpper 90% A B>ACDE CQABM D>ABCE S>ABC9 F>AG pAF 87A2 I>pH J>AR IOA7 IJAM bDAL N>AO O>AN P>AQ 0>AB R>A4 S>AR TNW II>AT V>,A3/ 'W>AV Uttlan 39 AC18 ABE<49 ABE<a6 AQ6 34 A<26 a83 a<47 43 A<69 m<37 A<18 ]WG58 33 A<26 p<45 a<86 A<61 a<4 7 43 A<16 AV<71 Subnr'ban 47 Ame<65 D<!5 A<32 DC53 51 Af<70 43 45 A<29 A<35 56 50 40 A<30 AQ<72 41 47 35 A<32 Ac30 A W<61 A<15 Aura1 14 AG7 A<6 A8Cd2 ABC<22 g<15 A<a Ac3 A<7 Ah<28 15 a<7 AL<32 A<2 AN<37 A<5 14 Af7 A<a 20 A<26 A <23 14 ZS:C. 58°TS
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N N W IH+ O w 'O fh 0 W H UI b A~ A A A~ A A OI A ~ A A A A A p A A A 0 A A AAWA A AkA A A~ A A A~ A A A A~ A A A A A A A~ , N . . . . . . , pp A>AA>AXG A A A A aA A A T A A T J A p . . . . . . . p~ . A A A A~ A A A A A . . . . J . . . . A A AA A A • q . A n A A A A A A 6 H A A A A A n A A T A T A A A A A~ A A A A~ A A~ A A A A A A A A A A Ag . ,A A 7. A A A~ A A A A A A A A A A A A~ n O . . n n~ n n n~. n n~ ~ A A A A A A A q A A A G A A A~ A A A W A A A a A A A~ A A A~~ A A A~ A A A R A A A W A A~~~ A A~ A A A~ A A A N A A~~ Aj A n IV A A n p n n A ~ A !1 /1 ~+(lQ A A ~ 0 ~~ ~ ~~ ~ G G N a O . A A ~ ~ A . . .p . . A )Ao A A >A Y O H Ob R OND J Y w INJI P wbo 4
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6-JUN-1997 09:59 VOLSO;F:115 DRI:372-60 R7R SMMMCTATION STVDY : FP.MPS.E S?lOKER.S ACE9 25-34 Table 6 Page 6 DemogragAics : Household Size Total NT NF ST SF INT ENT INF ElIF IST EST ISF ESF ENFP ISTJ .... BT..... .... NF..... ..... T..... .... SF..... • Cauc Other Cane Other Cauc Other Caue Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted gase - 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colmmn Ref>Versus Lower Case 80% OPper 909 A B>ACDE QAFDE D>ABCE E>ABCD F>AG ©AF fDAi I>AH J>AB K>AT L>AM ADAL N>AO O>AN P>AO Q>AP R>AS S>AR. T>AV O>AT V>AW W>AV One 9 aG5 bdQ2 A<5 affiS<15 8 a<5 9 13 6 a<5 AFK35 A<• AO<22 9 6 4 s<14 a<4 A<5 6 av<16 6 Two 26 25 Acffi<35 24 a<20 AGG54 A<15 33 a<35 26 23 A<8 L<28 32 25 20 aP<43 a<33 40 27 20 21 A<23 Three 28 E<34 E<26 ACE<41 A<12 25 37 A<t1 H<32 A<44 a<37 A<3 AL<19 28 a<39 35 29 5<29 A<11 A<42 a<37 A<8 V<33 Four 24 D<25 20 AC14 AB(9<41 a<13 f<29 28 a<17 A<13 A<15 A<46 A<37 A<12 A<10 27 18 A<17 r<33 A<11 20 A<62 36 Six 3 5 2 a<1 4 A<. f<6 i<9 A<. A<. 2 A<. L<6 A<. A<_ 5 1 2 4 1 1 3 7 Five or More 9 6 A<5 ABC<15 9 A<. F<8 11 AG3 12 A<18 7 10 6 an<17 6 5 A<5 8 aQ4 a<16 10 5 Mean Household Size 3.13 c<3.19 AC2.82 aC<3.29 C<3.28 A<2.44a£<3.45 1<3.30 A<2.65 3.'-5 A<3.68 2.90A1<3.54 A<2.53 N<3.22 3.27 2_88 AQ.74 3.18 3.23 a<3.41 3_25 3.43 C-? 9 iC,
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N 'F ee V N .~1 H a LL'1N R x N p tlp V N M N N N dd Nr~i M M N.i "m ~ wo4 A N~ d 4 4 4 a a 9/` ~~ a a~ a a a /~ V~ ~ 4 R Y q Q ~L a ~C 4 ~ N a a ~ Va Q a ~ ~ ~ ~ ~ a a a a~ y j M ;~ a a ~ rk w o w a R a y. ~ d 4 ~ a 1^ ~ 4 H 1 M N O, 0 • OQi lf1 ~ O~ rTr" ~ W
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6-JON-1997 09:59 . vOZREF:115 DRI:372-60 RTR SEQ4StTATIOB STtlD7f : Ff14ASE 51402QM AGFD 25-34 Table 5 Hage 5 Demograpt.i.cs : Inca®e Total 1QT lOF ST SF IlaT ENT TT7F k3IF IST FST ISF ESF ENP'P ISTJ .... NT..... .... laF..... .... ST..... .... SF.--.. Cauc O`Sxr Cavc Other CWuc Other Cavc Other Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 l7 Weighted Base 221 41 65 63 - 52 11.;.. 30 17 48 35 28--. 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% Vpper 90% A 8>ASVS C>ABDE D>ABCg S>ABD F>AG G>AF B)AI I>AH J>AK 2AA7 L>AM aDAL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AV 0>AT V>AW Q>AV Vcvdar $15,000 19 acD<26 17 A<13 DQ3 14 AT<31 19 16 A<18 M6 aa<33 17 M6 n<15 AO<30 12 Mi0 A8<49 A<11 16 23 25 $15,000 - $24,999 20 ACQG29 a<15 18 21 19 A<32 22 M13 16 19 aM<33 a<13 0<19 AC2 27 a<35 a<14 17 20 a<13 22 27 $25,000 - $34,999 28 d<32 aDE<35 a<22 22 27 34 M12 AH<43 25 A<18 20 24 33 25 29 a<42 A<37 25 24 A<18 22 22 $35,000 - $49,999 19 a<12 ABDEC19 18 AQ2 AG<40 A<3 Ai<41 25 16 20 A<8 16 AG36 24 13 a<9 AS<35 A<5 14 t<25 A<12 3.5 $50,000 or aore 3.5 M1 Ab<4 ABCe<30 a8C<21 M. A<1 A<6 M4 A<25 Aj<36 a<7 At<31 A<7 AN<34 M. M2 A<4 A<4 A<31 M28 21 21 Mean Incoee ($'000s) 31.64 AG23.89 S<30.38 37.86 8<31.83G<30.51AQ1.56 31.33 30.04A<35.16 41.28A<23.75 37.41 33.8 7 41.07 Ac23.27a<26.17SG32.52A<20.99A<37.82A<37.92 31.71 32.40 ABCE< AJ< AL< AN< Interpolated Median 29.11 22.95 30.24 33.74 27.61 30.95 20.85 35.04 29.99 31.23 40.30 20.20 33.02 32.57 40.36 22.02 26.69 31.96 17.00 32.63 37.74 27.37 29.23 CSZL 689Tq
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9 Et~y 8 7. „ hF M a k~C k~ k~C ~~C ~~ R~ a a k a k a a k~`~ a O V V N V V ~t V V V V O V V ~ ~ ~ d`~ ~~~ a`~ a a~ a~a a~ R a a a k R a 0 . . . a° . . . .% ~C ~ a~~~C a~ a a a a~ a a a a~ a a a a a ~~C &~~ a a~~ a a~ a a a a a a a a a a ~ k~C ~~~C a k a a~ a a a a a a a a a a~ O V V V V V O V V V V V V V N V V V ~C ~~ a~ a a a a~ a~ a a a a a a a a a a ~~~ Y~C ~~ a y a`a' a a~ a a a a Q a a a ~ ~0 a0 a a a a~ a a a Q a a a a a ~ g~~~C ~C ~ a a a a a a a a a a Q a a a a N Cb V N u:j N p V N NN NM tl d 99 u u s;j a a a a a a a a a a a a a a~ a a a a a a a a a a ~ a a a a j~ in a a a a a a a a X~ V V ~ d V V M V V V V b M V V a k a~~~ a Y a~ a a a a~~ a a ~ a,_, ~~ k a a~ a a a~~ a a a a d ~C ~C ~ ~ ~ a `a ~C a ~a ~ a ~ ~ a a a a a a t0 tl If1 V OD N ~0 M O d M rl Yi V V YI OD O O. d N N N .-1 rl .d g j g ~ P 7 c~ z c7 ~zc~Px cR 9 N~~, ~~~~~~~ti ~C ~~~~ a a a a a a a ~ i
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6-JUN-1997 09:59 QOLREP:115 DRI:372-60 RAL SEGMENTATION STUDY : FEFALE SMO1RRtS AGM 25-34 Table 8 Page 8 Demographics : Education Total NT NF ST SF INT ERT IIQF FNF IS2 FST ISF ESF B7FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 310 so 74 112 64 26 34 26 48 55 57 23 41 34 40 Came 40 Other 20 Cano 56 Other 18 Cauc 66 Other 46 Cauc 47 Other 17 Weighted Base 221 41 65 63 52 17. 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Fef>Versns Loser Case 808 Upper 908 Less than high school A 9 8>ACDE C>ABDE a<5 A<4 D>ABC6 ABC<13 E>ABCD bc<12 F>AG G<26 QAF A<1 FDAI 8 I>AH A<3 J>AK 14 2C>AJ 12 L>AM 16 2+DAL 8 N>IW A<3 O>AN A<. P>AQ A<2 0>AP p<15 R>AS a<5 S>AR A<2 T>AV AV<20 LT>AT A<1 V>AW 8 W>AV Av<27 Fiigh school graduate 31 30 28 AC25 AbCD<43 33 29 A<13 FK34 A<17 J<34 A<48 a<41 25 23 4C34 A<15 27 35 A<22 30 A<44 39 Some post high school 38 e<42 adE<46 34 a<30 A<16 AF<52 Ai<57 42 K<45 A<20 29 31 45 47 46 30 a<46 44 AQ9 T<45 vC33 AQ6 4-year college graduate 18 19 21 16 15 AG<36 14 22 21 a<ll j<23 A<7 1<20 a<27 15 18 26 22 19 15 19 14 19 Beyond 4-year college graduate 4 e<3 A<* ABCL<12 A<. A<. 4 a<1. A<* A<12 A<11 A<. A<. A<* AN<15 A<_ aP<15 A<• A<. Au<t5 6 A<. A<. DETAILED: 8th grade or less 1 * A<. ABCE<5 A<* 1 A<. A<_ A<. AR<8 A<. A<. a<* A<. A<. ' A<. A<. A<. AII<7 A<_ A<• A<. 9th grade 1 1 • a<. 2 4 • 1 a<. a<_ a<_ 5 a<. a<. a<. 1 1 a<. 2 a<. a<. a<_ av<11 10th grade 1 * abde<4 a<* A<• A<. 1 6 3 A<. * • A<. 2 A<. 1 A<_ aS<5 A<. A<. • A<. 1 11th grade 5 3 A<* abC<8 abC<9 G<11 A<_ A<. A<• 6 A<12 11 8 A<1 A<. A<. P<13 A<• A<. AU<13 A<* 8 15 High school graduate 31 30 28 A<25 AbCD<43 33 29 A<13 FK34 A<17 J<34 A<48 a<41 25 23 0<34 A<15 27 35 A<22 30 A<44 39 Some trade school 4 E<5 adE<7 2 A<* 8 5 AI<24 A<1 A<* j<4 a<l A<. 2 A<• 4 11 7 7 2 2 A<* A<. Trade school graduate 9 De<14 ADE<15 A<3 6 A<2 aF<19 A<1 AH<19 A<4 A<3 A<. L<10 7 5 aQ<17 A<2 13 a<24 A<3 a<4 6 5 Freshmen college 8 5 9 9 7 4 6 aI<20 5 k<13 5 A<. L<12 10 11 A<3 p<15 S<11 A<. u<12 5 W<8 A<_ Sophomore college 7 A<2 ASE<12 8E<10 A<1 A<2 A<2 3 Ati<15 a<12 6 A<1 A<2 A<26 A<].8 A<2 A<. A<13 5 5 AT<18 A<1 5 Junior college 10 aC<16 A<3 C<10 aCU.5 A<1 AF<21 i<9 A<1 aX<17 A<1 AM<27 7 A<. N<13 A0<20 A<1 A<2 7 7 15 aw<17 5 College graduate 18 19 21 16 15 AG<36 14 22 21 a<ll j<23 A<7 1<20 a<27 15 18 26 22 19 15 19 14 19 Masters 4 e<3 A<* ASCE<10 A<. A<_ 4 a<1 A<* A<t0 AG1.1 A<. A<. A<" AN<15 A<_ aP<15 A<* A<. A<13 6 A<. A<. Medical intern * . . . 1 . . . . . 2 2 . . . £SiL 689T.5
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6-JUN-1997 09:59 VOIREB:115 Dft2:372-60 RTR SEQW1aTATION STUDY : FFSSALE ShOSMS AGED 25-34 Table 9 Ps9e 9 Demographics : F]npicyacrt Status Total NT NF ST SF INT IIiT INF PNF IST SST ISF ESF ENFP ISTJ .... NT..... ---- RF..... .... ST..... .... SF..... _ Cauc Other Cauc Other Cauc Other Cava Othez Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ret>Verssxs Lower Case 80% IIpper 90! A B>ACIE C>ABDE D>ABCE E>ABCD F>AG GpAF FDAI DAFi J>AK AAJ IJAM LDAL N>AO O>AN P>AQ 4>AP R>AS S>AR T>AII V7AT V>AW W>AV FU11 time 60 ADE<70 ADE<69 eG57 A<44 71 a<69 61 A<71 aG50 j<65 A<35 51 AO<75 53 a<69 71 AS<78 A<26 53 64 A<41 V<60 Part-time 14 14 a<10 a<10 AbCD<2a 17 14 1<21 A<6 k<14 - A<6 a<27 aQ2 10 20 16 9 Sd2 A<1 a<9 13 AAf29 A<. Not employed 26 AB.6 22 ABC<33 Bc<32 A<13 a<17 19 23 A<36 29 38 27 A<15 nG27 Ad5 20 A<10 AR<74 AV<39 22 30 40 tIS;.L 689zS
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6-JOH-1997 09:59 V07REF:115 DitI:372-60 YS7R SEGMffF2ATION STUDY : FEM4LE SM01M3i.S AGE9 25-34 Table 27 Bage 28 Q.4a-m: Osual Brand Lifetype Bzeferences : n++anQion E12 Total NT HF ST SF INT P27T IIa F27F IST EST ISF ESF FNFP ISTJ .... NT..... .... NF..... .... ST..... .... Cauc Other Cana Other Caua Other Cauc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co7ammn Ref>Versus Lover Case 80% IIpper 90% A B>ACDE C>ABDE D>ABCE E>ASCD F>AG 6>AF FDAI I>AH J>AK K>At L>AM M>AL N>A0 0>AN P>AQ Q>AF R>AS b 7AR T>AU U>AT V>P.N W>AV Join in the talk of the group 73 A69 A8DE<93 A<62 PD<74 A<50 a<62 A<89 A<95 A<44 AJ<84 62 aL<82 AO<94 A<50 A<52 P<83 A<93 A< 92 A65 T<75 72 82 Talk rith axie person at a time 27 ACE<41 A<7 ACE<38 C<26 A<50 a<38 A<11 A<5 AIK56 A<16 M<38 a<18 A<6 AN<50 AQ<48 17 A<7 A<8 AU <45 25 28 18 Introduce others 64 A<46 a8<70 8<68 3<53 a<49 A<46 66 a<72 66 70 66 62 A<78 70 A<40 P<71 66 AR<89 65 a<74 61 7 3 Get introduced 36 ACDE<54 a<30 32 37 aG51 A<54 34 a<28 34 30 34 38 A<22 30 AQ<60 29 S<34 A<1i 35 a<26 39 27 Hearty 64 A<50 ABE<75 B<67 58 GC71 A<42 66 A<78 62 a<72 57 58 AO<81 62 A<41 AP<80 aC72 AR<89 61 AT<7 7 R+<64 A<29 Quiet 36 ACDC50 A<25 33 C<42 29 AF<58 34 A<22 38 a<28 43 42 A<19 N<38 AQ<59 A<20 aS<28 A<7.1 V<39 A< 23 36 AV<71 Reserved 33 ACe<45 A<10 ACE<49 C<34 33 A<49 1<25 A<5 AK<62 32 m<45 26 A<5 AN<55 a<43 a<50 A<9 A<15 A u<54 40 32 41 Talkative 67 A<55 ABDE<90 A<51 h2K66 67 A<51 75 AH<95 A<38 J<68 55 1<74 AO<95 A<45 a<57 a<50 A<91 A< 85 A<46 t<60 68 59 Calm 31 C<31 AG].3 AC<38 ABC<45 a<20 35 A<16 A<12 AfK47 27 AM<66 31 A<3 AN<50 30 35 A<14 A<9 AU<47 a <22 a<39 AV<73 Lively 69 E<69 ABDE<87 A<62 A<55 a<80 65 A<84 A<88 A<53 J<73 A<34 L<69 AO<97 A<50 70 65 -A<86 A<91 A <53 aT<79 aW<61 A<27 rJB9TrJ'
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ad bN ideL N 10 4 r ~ d 0 N P P ~ 7 . ~ N r Jat N ~ H M N a 4 ~ 7. O R W A ~( d 4 ii 444H ~ N N ~ M ~ ~ ~ p N W N N a YG ~ N QD ~ tl ~ ~ N ~ `{ ~ ~ p N.r1 N N tl ~ ~. PG W M M v a ~ Q o 4 V ~ N H N 4 b ~ ~ y 10 1(1 d P ~ ~ W ~ ~ ~ {.i R 1D V ~g4 ~ M N d ~ 1f1 b r ~ O F .1 '- ~ - ~ ~' OO M rl r 0 d N 0 in in ui b a ~ b a 4 4 N N ~O N MV ro tl r tl co ~ ~ k a r In b vy b.~ U' V r z b ..i~ 7. a a d N ~ .1 Va V .i V N tl V .n A .¢ d ~ a V n a x a r tl .1 V O ., .~ ~ M tf/ .oi N P a b N M rl N .~~ s O M un 0 N .~i a M b M r o0 a a a a r a a N a M 0 b M 9u b W ~
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6-JON-1997 09:59 VOLRFd+:115 DRI:372-60 IL7R SMENPATIO2t STUDY :FMOLr-F' SMOIMRS AGE9 25-34 Table 31 Page 32 0.18: Most Compelling Doorvay Total NT NF ST SF INT EIaT INF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... PF..... .... ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 other 20 Cauc 56 other 18 Cauc 66 other 46 Cauc 47 other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% Upper 90% A H>ACDE C>ABDE D>ABCE E>ABCD F>AG ©AF FDAI I>AH J>AR 2C>AJ L>AM 29AL N>AO O>AR P>AQ Q>AP R>AS S>AR T>AU V>AT V>AI7 W>AV Spontaneity/Free 17 12 14 18 abc<23 a<9 13 A<6 Fi<17 a<11 AJ<27 a<29 19 22 16 A<9 p<24 S<17 A<2 19 1 7 22 29 Friecd.s/Fami.ly/Supportive 26 C<26 A<14 CC29 ABCd<39 19 28 20 A<11 25 a<35 32 A<44 A<7 an<17 q<29 A <12 A<8 R<39 32 24 AW<46 A<8 Practical 7 A<+ 8D<10 A8<3 AEDGU.3 Atl. A<. 3 ah<13 5 A<1 aGt9 8 A<2 6 A<. A<1 aS<12 a<2 A<1 t<7 10 Av<25 Leadership/Control 5 ACDE<15 A<1 cE<5 A<1 Ag<27 11 A<. A<2 4 7 A<. a<2 3 6 Aq<lS 5 A<' 6 A<. AT<15 A <. 5 Extxeme/Edge 10 A<4 ABE<16 Be<ll A<5 5 A<4 A<. AH<21 a<6 AJ<18 A<. L<8 AO<29 7 A<2 12 AS<19 A<_ 13 8 A<3 13 Cynicism/Pessimism T2x Dreamer/Optiatism 7 ACdec13 5 5 5 A<1 AF<17 3 5 7 a<3 9 3 10 10 a<14 8 4 6 A<8 A<. W<7 A<. Individualism/TkK Rebel 4 deC7 e<6 a<2 a<2 6 8 2 7 k<4 A<. a<1 2 A<14 6 7 8 5 8 AG 4 A<' 8 Image Conscious/Materialism 2 1 a<1 3 4 4 A<. 3 A<_ 2 3 A<. L<6' A<_ 4 1 A<. 1 A<. 2 4 v<5 A<. Self-indulgence/'Me' 8 E<8 AE<14 E<9 A<1 8 7 11 a<15 AK<16 A<1 A<1 A<' 12 a<16 8 5 11 ArC29 7 13 A<1 AQ Discovery/Change 10 E<9 AME<18 E<11 A<2 g<17 6 AI<49 7 aft<17 A<3 a<4 A<. A<' a<5 9 9 AS<22 a<4 13 6 A<2 A<. Altruism 3 c<5 A<1 3 C<6 3 6 3 A<. k<4 A<' 5 7 A<. N<6 2 ap<15 A<. 4 3 2 5 11 LLZ L ti89 :~ 9
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6-7tTA-1997 09:59 4.4a-a: Vsual Brand L'ifetype Prefezences : 1x,.+n<;an S1P vOLRt£:115 DRt:372-60 RJR SEGffiPl`ATI~t SfWY : rE202E SMOKERS A[M 25-34 Table 28 Pas 29 Total NT laF SF ZBT ENT INF EIQP IST EST ISF ESF ENFF ISTJ .....NT..... ....27F..... .... ST..... .... SF.--.. Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavc 40 Other 20 Canc 56 Other 18 Canc 66 Other 46 Canc 47 Other 17 Nei.qhted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 - 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Lower Case 809 Vpper 906 A 87ACDE C>ABD£ D>ABCE E>ABCD F>AG _ GQAF fC•AI I>AFi J>AR IOAJ IJAM bDAL IaAO OMY P>A4 Q>AP R>AS S>AR T>AtT SJ>AT V>?li 1AAV Fact courses 41 A<28 AC24 ADC<56 A8C<52 30 A<28 A<21 A<25 A<53 A<60 37 AL<62 A<19 AH<64 A<20 aYG.58 A<23 29 AG57 A<54 46 AV<78 Courses involving theory 59 ADEG70 ADE<76 A<44 A<48 62 A<72 A<79 A<75 A<47 A<40 M<63 A<38 DA<81 A<36 AQ<77 a<42 A<77 7 1 A<43 A<46 W<54 AQ2 Imaginatiae people 55 D60 ABDE<81 A<34 -DG52 59 46 A<84 A<79 ACt1 J<51 47 56 AO<83 A<27 50 49 AS<87 54 A<32 A<39 w<56 A<35 Realistic people 45 CG50 A<19 ABCE<66 C<48 41 54 A<16 A<21 A&G79 49 53 44 A<17 AN<73 50 51 A<13 R<46 A<68 A<61 44 Av<65 A practical person 53 C<52 ACi3 AbC<64 AbC<65 43 55 A<26 A<36 A<64 A<63 A<68 a<63 A<30 aN<64 47 ap<68 AC29 R<52 Au<69 54 59 AV<98 An iagenions person 47 de<48 ABDE<67 A<36 A<35 57 45 A<74 A<64 A<36 A<37 A<32 a<37 AO<70 a<36 q<53 a<32 AS<71 48 A<31 t<46 N<41 AC2 Someone who is always cominq up with 66 A<46 ABDC77 B<65 B<72 G<67 A<38 aCl9 AC16 65 64 74 70 AO<90 61 A<44 a<51 AS<81 57 62 69 a<74 60 new ideas Someone who has both feet on the 34 ACDE<54 A<23 C<35 28 33 AF<62 a<21 A<24 35 36 26 30 A<10 SK39 A<56 a<49 A<19 R<43 38 31 a<26 40 9zound Literal 42 C<39 A<16 ABC<59 ABC<58 36 40 A<20 A<14 A<59 A<59 A<65 a<54 A<26 A2t<66 34 aPC57 A<13 ar<28 A<53 AT<71 A<59 55 Figurative 58 DE<61 ABDE<84 A<41 A<42 64 60 A<80 A<86 A<41 A<41 A<35 a<46 AO<74 A<34 Q<66 a<43 As<87 a<72 AV<47 A<29 A<41 - 45 t,LrL 629yc
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VOLRF:.I^ : 1].S I)RI :372-60 RJR S]?,GMF;NTATION STUDY : F'EMALIiI SMOKERS AGEI) 25-34 Sect..ion `I'ab]c Nos From To Sc:ction Tit]e 1.1 1 11 OVERVIFW : DEMOGRAPH ]: CS 1. 2 1 2 2'-i OVERVI F',W : RE;SPONDFNT LIFETYPE 1.3 26 30 OVERV] EW : USUAL BRAND LIFETYPE 1.4 31 39 OVF;RVIF:;W : DOORWAY AF'F'I ]. I AT I ONS 1.5 40 4] OVERVI F;W : L]. F'F:,S7:'YLE ACT] VI T] FS ].6 42 42 OVERVI F:;W : USUAL BRAND ] . 7 9 3 `i 9 OVERVI EW : I3RANI) ACCi,PI'AI3IL] TY/I?XPF,R]:F'.NCE : TOTAL 1. 8 5s 66 OVF:RV] EW : BRAND ACCEPTABII,ITY/FXPFRIFNCF : NON-MFNTHOL 1 .9 Ci7 78 OVERV] Ii;W : BRAND ACCIlP7'A}31 L,I'1'Y/FXPF,RIE,NCF, : Mh,N7:']1OL, 1.10 79 84 OVERVI F.,W : PURCHASE PATTERNS 1. 1] 81) 9 0 OVF,RV:] P',W : PR] CF: SFNSI TIVI7.'Y 1 .12 91 9 5 OVF;RV] F',W : SMOY.I NG I SSUFS 1..13 96 119 OVERV] EW : DOORWAY REASONS 2..1_ 120 144 I:'R01:)UC 1' : TOTAL SMOKERS 2.2 145 169 PRODUC;T : NON-MENTHOL SMOKERS 2.3 170 195 PRODUCT : MENTHOL SMOKERS 2.4 196 198 PRODUCT : TAR PFRCEPTI ONS 3.1 199 206 ]3RANDS : CAMI?L : USUAL BRANU RAI'INGS 3.2 207 225 ]3RANDS : CAMEL : COMPETI:TIVE RAT] NGS 3.3 226 2.41 BRANDS : CAMF,L : CAMPAIGN RATINGS 4.1 242 249 BRANDS : WI NSTON : USUAL ]3RANL) RATINGS 4.2 25 0 268 BRANDS : WINSTON : COMPETITIVE RATINGS 9.3 269 284 BRANDS : WINSTON : CAMPAI GN RA7:'INGS 5.1 _ 281) 292 }3RANI)S : MARLBORO (NM) : USUAL 33RANI:) RATI NGS 5.2 293 311 }3RAN1.)S : M71R],}30RO (NM) : COMPE7ITIVE RA7:'INGS 6.1 312 319 BRANDS : SALEM : USUAL BRAND RATINGS 6.2 320 338 }3RAN1KS : SALEM : COMPI?7:'ITIVF RA7'INGS 6.3 339 354 BRANDS : S11].,F:~M :' GRF;EN' CAMPA1 GN RATINGS 6. 4 35 1) 370 BRANDS : SALF:,M : 'INNOVATIONS' CAMPAIGN RATINGS 7.1 371 3"78 BRANDS : NEWPORT : USUAL BRAND RATINGS 7.2 379 397 BRANDS : NF',WPORT : COMPE7'ITIVI?, RA'I']NGS 8.1 398 405 BRANDS : MARLBORO MF::NTHOL : USUAL BRAND RA7'INGS 8.2 406 424 BRANDS : MARLBORO MENTHOL : COMPET777VI? RATINGS 9.1 421) 432 BRANDS : I)ORAI, : USUAI, BRAND RATINGS 9.2 433 45] BRANDS : I)ORAL, : COMPF:,7:'I TIVE:; RA7']:NGS 9.3 452 4Ei'7 BRANDS : DORAL : CAMPAIGN RATINGS 9.4 468 478 BRANF)ES : I)ORAI, :' MOONLI GHT' CAMPA] GN RA'I'INGS 30.1 479 486 BRANDS : 13AS] C: USUAL I3RAN[) RATI NGS 30.2 4 8'7 5 0`.:; BRANDS : BASIC : COMPET]TIVF:; RA7:'INGS 11 . 1 5 0 6 513 ] iRAN DS : GPC : USUAL BRAND RAT] NGS 11.2. 514 5 32 BRANDS : GPC : COMPETI7:']VF, RATINGS
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6-JUN-1997 09:59 V07REF:115 FxtI:372-60 R7R SE241ii'ATION STUDY : FFMALE SMD40ZLS A® 25-34 Table 34 Page 35 A T t C lli 19 L .. . mmq wo eas ompe nq d: Doorways 0. Total PT IQF ST SS INT £NT SNF ENF IST EST ISF ESF ENFP ISTJ ....1P1..... .... HF..... .... ST..... .... SF..... Canic Other Cauc Ot?xr Cam Other Cauc Other Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Coltmn Ref>Versvs Lover.Case 80% Vpper 90 A B>ACDE C>ABDE D>ASCE S>ABCD FNtG G>AF FDAI IDAH J>A!C AAJ L>AM 1DAL 1C>AO O>AF p>A4 0>AP R>AS S>AR T~ [7>AT VNW W>AV Spontaneity/Free 6 e<6 A<2 ASCEQ6 A<1 A<. F<8 2 AQ A<17 A<15 A<• A<1 A<. ANC16 6 5 AC2 A<. A<14 AQ9 AQ A<. Friezds/Family/Svpportive i 1 1 1 a<. 4 ~ 1 1 2 a<. a<. a<. 2 2 1 1 1 2 1 a<. a<. a<. Practical 9 A<3 ABVE<19 BM10 AC A<. a<4 A<27 a<16 10 10 AC A<. AOG28 A<2 A<3 4 A<19 20 aV<14 A<2 A<. Ad. Leadership/Control 16 D<19 ADE<24 A<8 13 16 20 A1<53 13 R<12 A<2 AG5 L<18 13 a<9 21 10 a<23 a<29 auQ O A<3 14 8 extreme/Edge 20 A<9 A<14 16 ABCD<39 AG<36 A<. 17 aQ3 AC11 A<9 A<47 A<33 - 15 18 aQti2 AQ 14 12 a<14 20 A<38 A<42 Cynicism/pessimism 58 ACDE<77 Ac50 a<52 61 69 A<80 A<34 Ii<56 A<46 j<59 54 65 49 A<42 A<79 a<72 A<44 ARf78 A<45 T<65 57 Av<77 The Dreamer/Optimism 4 3 6 4 2 4 3 3 7 1K6 A<. 3 A<1 1 an<9 A<1 p<11 6 3 A<1 aT<9 2 A<. IrdividvalismJThe Rebel 10 C<10 A<3 AC<15 C<13 a<4 f<13 A<3 A<2 12 A<18 14 12 A<2 aN<19 11 8 A<3 AQ AV<20 6 15 5 Image Conscious/Materialism 29 25 d<29 A<20 AHCD<43 35 22 28 29 A<1.6 24 A<50 a<38 A<14 24 a<19 AP<48 27 3 9 A<20 AQ9 A<44 36 Self-indnlgmce/'Me' 7 10 7 7 5 3 £<13 A<- H<10 7 7 5 5 A<. 27<9 11 10 S<9 A<. 7 6 4 10 Discovery/Change 6 Ce<10 A<1 ACE<11 a<3 3 f<12 A<. A<]. 9 A<14 4 a<2 3 n<11 9 12 A<1 2 7 At<17 a<3 5 Altruism 17 A<7 ASDE<28 8<17 a<12 12 A<5 18 Ah<32 18 15 10 12 AO<40 14 A<6 a<8 AS<33 A<6 LK22 A<7 13 08ZL 689tS
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N ~ Q ''I Q a V d V N °VN MN N N ~ ~ N .J N ~DUNn M .1 ~0 O P N 0 V b N m V 0 0 0 V V V V V V ~ M ~ a,va ; a~~ a a a a a a Q a a V ° n V V O n N V V V V V V b N v a a a a a a~ v 4~ R a a,y a , a V a V. y R ° a v ,~V~ a aa 4 N M a 4 a ~G a a a a N N N M V Q 4 M b ~ a w a N N~ C~ N~~ a a~ a b b a a d I ~ ~ a d a N W1 N ~ a a a~ a a~~ m ~v aa a 0 V ~ OJ 00 o M 1~ M r V V '1 V V V V ° V N 1~ N t~ V V a a W a a a a~ a v v v W a a 10 0 b 10 OD M b M .{ /~ N b 00 V 1(1 COi O~ l0 N H b O M N M N M N M N .-I N .i N .i N N M .1 .i N ei M N N M N n V Wtl .fji 4~ ~ Mf W WW ViOu to N ~ N ~ "' ~ ~C a .~C 4 `y a ~~C ~ k N a~~~C a ti a H FI N H H H N W 41 N 7. 7. 7. Y. F F k' W ~ va ~1 ~ a k a b H 00 b ~ a 0 0 ~ 0 a ~C a ~C a a ,Syg a~'p~ a a a S V V O b M V V V V V V ~O M a a.+ V v a a a a a a v v Q a ~ a ~ ~ a~~'' a a a a a a~ ro a J S J' b J v v J~ d v J a~ a~ v~ a a a a a~ a a v ° Q v M a a a a v v a a a a a a a a~~ b~ a~~ C a a a k~° N C a a N v ~a a a ~a a a a a a° a'' v' v a a Q a a ~ a a a a ° a v v M v a a a a a a
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6-JVN-1997 09:59 V07dtEF:115 IXtI:372-60 8JR S£G!9•1iTATION STOD2 : FFbLALE SMOSERS A49 25-34 Table 37 Paqe 38 20: Doorvay Ne : Bottan-2 Box : Nct Ve + Not At A11 Coa 0 ative Ratin ellin ry - g g p g Total NT NF ST SF INT ENT INF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF.--.. Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Cavc 56 Other 18 Canc 66 Other 46 Cavc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 -9 Sig Test Column Ref>Versos Lover Case 804 IIpper 90% A B>ACDE C>Affi)E D>ABCE EbABCD F>AG 67AF FDAI I>AN J>AK K>AJ L>AM bDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV 0>AT V>AW W>AV Spontaneity/Free 11 ACE<19 AQ ACBQ4 A<3 6 AF<24 A<4 A<. AK<31 14 A<1 A<4 A<. AN<36 a<20 17 A<1 AC2 A <22 A<26 A<2 7 Friends/Family/Supportive 10 EQ4 E<14 E<9 A<2 A<2 aF<18 A<1 AH<18 k<12 a<5 A<1 A<3 Ao<34 a<19 13 16 AS<16 AG2 O<13 A<2 A<2 A<. Practical 16 S<14 ASE<27 E<19 A<l A<5 F<18 AI<43 22 ak<24 14 A<1 A<1 Ao<39 23 16 A<6 AS<31 13 AV<29 A<2 A<1 A<. Leadership/Control 28 D<23 ABD<37 A<12 A8D<41 23 23 A<47 34 A<16 A<8 25 AL<51 AO<50 23 a<20 34 a<37 40 A<12 A<12 AW<45 22 ErtremeJEdge 32 C<30 AQ7 C<32 ABCD<51 ag<44 25 i<25 A<13 37 27 A<52 A<51 A<18 N<41 32 23 A<15 24 31 34 AG54 40 Cynicism/Pessimism 69 69 d<72 a<63 72 61 72 Ai<83 68 68 AG57 70 74 72 75 aQ<78 A<38 69 AR<87 A<56 T< 77 73 68 The Dreamer/Optimism 16 12 16 A8E<22 12 12 12 a<8 h<18 20 a<25 18 A<9 23 A<30 A<9 p<24 S<19 A<1 A<25 18 14 A<5 Individualism/T2K Rebel 24 19 23 24 b<30 16 20 A<11 H<28 A<16 aJ<34 35 26 27 23 19 20 S<27 A<6 tK29 A<13 31 23 Image Consciovs/Materialism 50 43 AEDe<64 A<40 d<52 G<61 A<37 A<67 A<63 a<41 A<39 59 47 AO<69 48 45 38 A<6 7 51 tK47 A<27 52 51 Self-indvlgence/'Me' 10 10 10 AE<16 A<5 a<5 12 A<1 H<13 10 AJ<23 A<1 1<8 AC15 15 9 14 S<12 A<. a<16 15 A<3 14 Discovery/Change 17 15 15 AbcEd4 a<12 A<5 F<18 A<1 H<20 21 A<29 14 a<il 25 A<29 15 12 a<11 aR<32 20 At<32 W<15 A<. Altruism 17 d<21 aDE<23 a<12 13 21 21 18 a<25 A<7 J<19 10 15 AO<45 A<9 19 27 AS<27 A<5 13 a<11 14 A< 5 E8 TL 689 T5 0
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6-JVSt-1997 09:59 VOIIEI+':115 DLI:372-40 fiJR SDQM4TATION STUDY :rEl4hT-x' SHOMERS Af£D 25-34 Table 33 Page 34 4-18, 19b: Most + Second Most Compelling Doorways Total AT 1QP ST SF IST EST ISF ESF ENFP ISTJ .... HT..... .... P3F..... ....ST..... .... SP.--.. Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavc 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Cauc 47 Other 1,7 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colismn Pef>Versus - bower Case 809 Upper 90% A B>ACDE C>ASDE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AK E>AJ L>AM lAAL N>AO 0>AN P>AQ 0>AP R>AS S >N2 17Att V>AT V>AW t7>AV Spo¢itaneity/PY'ee 37 30 bDC42 A<27 ABD<47 aQ5 32 a<25 AH<48 A<19 J<36 40 A<52 atK49 A<16 29 35_ AS<49 A<10 u<31 A<18 44 A®<64 Friends/Family/SYupporti.ve 41 A<31 A<32 ABC<49 ABC<52 A<20 f<35 40 A<29 47 ad2 53 a<52 39 51 A<30 3 4 A<29 45 a<49 49 AW<60 A<25 Practical 13 A<5 b<12 A<7 ABCDQ8 g<13 A<2 7 13 8 A<5 AM<44 16 A<3 a<11 A<2 p<14 S<14 A<2 A<5 11 AG28 a<27 Leadership/Control 12 ACEd2 A<2 aC<17 C<11 A<30 20 A<1 A<3 a<7 AJ<30 A<. L<19 A<3 10 A<25 14 A<• r< 11 16 19 a<7 AV<31 Extcme/Edge 15 14 AbDE<23 13 A<8 9 16 10 AHG28 A<6 aJ<22 A<4 11 AO<31 a<8 15 12 AS<27 aCl 15 10 A<6 18 Cynicism/Pessimism 1 3 1 2 1 A<. 4 A<. 1 A<. j<4 1 1 2 A<. A<. aP<12 1 A<_ aC t<5 1 A<. The Dreamer/Optimism 19 ACnE<33 15 18 15 13 AF<40 A<5 H<18 E<25 A<9 22 A<10 22 a<29 AQ<39 A<8 A<10 AR<37 20 15 W<18 A<1 Individualism/The Rrbe]. 10 E<12 E<13 E<13 A<2 16 11 AI<26 9 13 12 A<2 A<3 a<15 a<6 12 13 14 12 11 17 A<1 8 Image Consciout/Materialism 4 6 a<2 5 4 6 6 4 A<1 2 7 a<1 1<6 2 4 Q<7 A<. a<2 2 2 at<9 v<5 A<_ Self-indulgence/'Me' 20 A<13 aBECt6 be<22 a<15 15 a<12 14 AH<30 Aft<35 A<6 19 a<12 16 AN<33 A<10 24 19 AR<57 23 21 16 A<7 Discovery/Change 16 12 ABdE<26 E<16 A<6 18 10 AI<53 16 aK<24 A<6 A<4 A<7 17 16 13 9 AS<30 a<8 17 14 A<7 A<2 Altruism 11 ACd<19 A<7 11 11 AG<37 13 13 A<5 12 9 11 11 A<1 N<17 a<18 a<23 A<6 9 10 12 7 aV<28 bLtL 589L;
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• 6-JON-1997 09:59 Q.da-n: Usual Brand Lifetype Preferences : Dimension JP1 VOLREF:115 DLI:372-60 PJA SEMEN'PASION STUDY : tPM17E SMOKELS AQ9 25-34 Table 30 Page 31 Total NT SZ' ISF ESF ENFP ISTJ ....27T..... .... NF..... .... ST..... ....SF..... 8ample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Canc 40 OtAer 20 Cano 56 Other 18 Caix 66 Other 46 Caac 47 Other 17 Weighted Sase 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colsam Ret>Versus Lower Case 80% IIpper 90% A B>ACDE C>A8DE DADCE E>ASCD FN.G ODAF FDAI DAH JNQC AAT IJAM )UAL 1P>A0 O>AN P>PQ Q>AP IUAR S>AR T>AU U>AT V>AW N>AV Plan what it will do and when 33 C<27 A<15 ABC<43 ABC<46 27 27 A<11 A<17 A<46 40 43 A<48 A<10 A1PG56 AQ2 P<45 A<15 A<16 A<47 36 A<44 A<54 Just go 66 DE<71 ABDE<85 Ac56 AG51 64 73 A<89 A<83 A<54 59 57 A<46 AO<90 A<44 aqCl5 55 A<85 A<84 A<52 t<6 4 AG52 A<d6 Atrange dates, parties, etc.., well 36 c<30 Ao.9 ABC<47 ABC<48 39 aQ6 Aa.i Ahd2 AR<58 33 AM<64 36 A<].3 ARG53 a<26 p<44 A<i9 A<17 A U<60 A<23 42 0<73 ia advance Be free to do whatever looks like 64 DE<70 Ab2E<81 AG53 A<52 61 a<74 Ai<89 A<78 A<42 J<67 A<36 L<64 AO<87 A<47 aq<74 56 A<81 A<83 A<40 AT<77 ii<58 A<27 fun when the time cmmes .. Organize the job carefully before it 46 45 A<35 ABCE<61 41 g<58 40 45 A<32 AK<68 51 45 39 A<30 AN<72 42 55 A<34 39 52 AT<75 A<34 AV<74 starts Find out what is necessary as it 54 D<55 ADC65 A<39 D<59 42 f<60 55 A<68 A<32 J<49 55 61 AO<70 AG28 58 45 A<66 61 U<48 A<25 AK<66 AQ6 goes along - Nice to be able to plan accordingly 39 C<43 A<18 AC<51 AC<49 Ag<57 37 I<34 A<12 Ak<58 43 44 A<53 A<14 AN<72 42 45 A<16 26 45 AT<63 45 Av<67 A little impleasant to be tied down 61 57 ABDE<82 A<49 A<51 A<43 f<63 66 AH<88 A<42 j<57 56 A<47 AO<86 Af18 58 55 A<84 74 U<55 A<37 w<55 A<33 Scheduled 47 aC<54 A<28 AC<56 C<53 a<60 52 36 A<25 AB<64 46 58 49 AC7 AH<72 52 a<63 A<27 a<31 A<57 5 4 52 54 Unplanned 53 a<46 ABDE<72 A<44 47 a<40 48 64 A<75 A<36 J<54 42 51 AO<93 A<28 48 a<37 A<73 a<69 A<43 46 48 46 Systematic 33 C<36 AO.8 AC<41 aC<40 A<15 aF<43 A<12 A<20 A<43 38 AM<55 29 A<14 AN<56 39 24 A<15 29 A <43 37 Aw<43 24 Spontaneous 67 64 ABDE<82 A<59 a<60 AG<85 a<57 A<88 A<80 A<57 62 A<45 L<71 AO<86 A<44 61 76 A<85 71 A<57 63 A<57 v<76 ?LeL 689?S
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6-JON-1997 09:59 WLRffiF:115 =:372-60 RJR SEQ+F1iTATION STODY : FP.??S.S SMOP03LS AGED 25-34 Table 22 Page Z3 0.2 3: Lifetype Situation/Word Preferences : Dimension E12 , Total NT NP ST SF INT ENT I2a' II7F IST EST ISF ESF Fd1FP ISTJ .... NT..... .... NF..... ....ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Canc 40 Other 20 Cave 56 Other 18 Cana 66 Other 46 Canc 47 Othl•s 17 Weighted Bax 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 808 4pper 906 A B>ACDE C>AHaS D>ABCE E>hBCD FNr. ®AF H>AS DAK JhAK 1UA.7 L>AM lAAL lr%AO ON1P p>AQ Q>AY R>AS S>At T>AV II>AT V>AW W>AV A 'good mixer' 72 ADe<82 ADe<83 A<56 D<71 A<31 AF<100 A<47 AFK96 A<32 A3<86 A<40 AL<92 AO<92 AC28 a<80 A<89 A<83 82 A<60 A<48 71 '72 Rather quiet and reserved 28 Atl.8 A<17 ABCE<44 bc<29 AG<69 A<< AI<53 A<4 AK<68 A<14 AM<60 A<8 A<8 AN<72 a<20 AQS A<1 7 18 A<40 A<52 29 28 Join in the talk of the grow 69 AcD<79 66 A<60 DCf4 A<25 AF<98 A<37 aH<77 A<37 AJ<89 A<50 AL<91 A0<90 A<45 a<77 A<84 68 59 A <57 64 a<76 67 Talk with one person at a time 31 A<21 b<34 ABE<40 26 AG<75 A<2 AI<63 a<23 AK<63 A<11 AM<50 A<9 A<10 ANG55 a<23 A<16 32 41 A<4 3 36 a<24 33 Introduce others 71 AD<81 DC72 A<58 D<76 A<37 AF<97 AG32 AFK87 A<37 AJ<84 A<53 AL<92 AO<96 AG51 78 Ap<92 71 76 A<52 T<69 a<f8 68 Get introduced 29 A<19 28 ABCE<42 24 AG<63 A<3 AS<68 A<13 AK<63 AU.6 AM<47 A<8 A<4 AN<49 q<22 A<8 29 24 AII<48 31 a<22 32 Deep friendships with a very few 65 A<43 BC10 B<64 ABd<76 0<67 A<34 AI<89 63 ANt82 A<42 AM<98 61 A<46 A2K81 A<39 55 a<72 61 65 63 a<73 AV<89 people Broad friendships with many 35 ACDE<57 30 e<36 AC24 33 AF<66 AG7.1 H<37 A<18 AJ<58 AC1 L<39 AO<54 A<19 A<61 45 a<28 39 35 37 aW<27 A<11 different people One of the last to hear rhat is 36 30 a<29 ABC<44 bc<41 34 29 AI<80 A<ll AK<58 A<26 a<49 36 A<7 AN<53 a<28 38 A<23 AR<56 AV<53 a<28 42 39 going on Full of news about everybody 64 De<70 aDe<71 AG56 59 66 71 A<20 AH<89 A<42 AJ<74 a<51 64 AO<93 A<47 a<72 62 AS<77 A<44 A<47 aT<72 58 51 Talk easily to almost anyone for as 68 A<56 ABE<80 BE<72 A<58 A<48 58 A<45 AH<93 A<55 AJ<95 A<30 aL<77 AO<90 A<49 AG55 60 A<79 A<83 7 1 75 A<53 V<78 long as you have to Find a lot to say only to certain 32 ACD<44 A<20 28 ACD<42 A<52 42 AI<55 A<7 A8<45 A<5 AM<70 a<23 A<10 AN<51 A<45 40 A<21 A<17 29 25 A1J<47 22 people or ux:der certain conditions Right away 45 ACdE<57 41 45 41 a<58 a<56 A<12 H<52 a<36 AJ<57 A<12 AL<61 0<55 A<22 AQ<62 37 S<48 AGt1 AV<56 A<26 40 44 Only after they really get to know 55 A<43 B<59 b<55 BG59 a<42 a<44 AI<88 48 aR<64 A<43 AM<88 A<39 45 ANf78 A<38 PC63 52 AR<89 A<4 4 AT<74 60 56 you Shov your feelings freely 56 A<38 ABIK64 Ab<48 ASD<68 A<29 A<41 47 AH<70 A<37 J<62 47 AL<82 AO<80 48 A<42 A<26 A<65 57 53 A<41 AW<72 48 Keep your feelings to yourself 44 ACdE<62 A<36 ACE<52 A<32 A<71 A<59 I<53 A<30 AK<63 38 M<53 A<18 A<20 NG52 A<58 A<74 A<35 43 47 A<59 A<28 V<52 Hearty 58 d<62 aD<65 A<51 55. A<38 aF<70 A<29 AH<79 A<23 AJ<87 A<31 AL<71 A0<72 A<26 60 68 65 66 A<48 57 55 54 Quiet 42 38 a<35 abC<48 45 AG<62 a<30 AI<71 A<21 AA<77 A<12 AM<69 A<29 A<28 AN<74 40 32 35 34 A<52 42 45 46 Reserved . 35 . C<33 A<20 ABCE<53 C<35 AG<71 A<19 AI<55 A<7 AK<76 A<23 AM<77 A<7 A<9 AN<77 q<36 a<21 A<18 27 A<54 A<50 36 34 Talkative 65 D<67 ABDE<80 A<47 D<65 A<29 AF<81 A<45 AH<93 A<24 AJ<77 AC23 AL<93 AO<91 A<23 64 ap<79 A<82 73 A<46 A<50 64 66 Calm 36 C<39 A<19 AbCE<51 C<38 AG<72 a<27 I<36 A<13 AK<67 30 46 32 A<5 AN<75 39 38 A<13 R<45 - A<48 A<55 36 44 Lively 64 d<61. ABDE<81 A<49 D<62 A<28 aF<73 64 AH<87 A<33 J<70 54 68 AO<95 A<25 61 62 AS<87 55 A<52 A<45 64 56 8° TC. 589TS
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a M ~ M av ~ i r a a a a,"vQ a" d a N a~~ a~ k ~C c ~ Y i~ d a a d ' nV V b M a ~ a a a a a a a " a a~ a a k~~~ d R k~ 4 S V N N a 4 ° ~ v a ~ 4 4 ~ v k R ~ M v ~ a~C ~~ a a a a~~ a v a a a E a a • ~ M ~ M b V ~ ~ a~ a a~ a a a a" a V a a V a va ~ a V a V V a a V a va ~ V a a b R k k a~ k 4 o v .- a 0 a a~~ a a~" a d~ " a a a a a a a M O M O 1~ b a b ~-1 • .'/ 1f1 N Y~ d a a a°v~ a a a a a a a ~ `'qCy. a 00, V M ~n a d a k n V 0 b d 0 b V a V a v a a a V V v a b d"vN V ~ a`~ a a k~~ a~~C a k~ Y Y a a ~ ~ a a a a a a a a a a F O M v1H V N o~~ a a~C a a a a a a a~z a°~yy a a a a a~ a a a y a~ a a a~~ 4 4 W M N g v o °O a a v v v o v v v v v v v a k~C k`a' k k`k `k `~ k k' ~ ~ "V M q V f7 b M V V V V V V W M V V V V V V V ' a a k ~ ~ n M a 4 a a a FFAii a~~v ~ a a a a a a v~ ~ a a a a a a a a a ~ ~ N N " a H ~ ~~ R a d a a a a a a a a~~~ a a W IhflN ~~ Y~~ Y R Y a~~~C a a a~ a a~ a a b H I~fl M ~~ k`a' ~C ~ a k a a a a a~ a~~ a a k ~ bd a~ Y a a a~" v a a v v a a a a a a a • ~ ~ R a d~~ a~ a a a a a a a a a a~~ 4 M M "g' J ~ a v v S a a~~ ~ J°i ~°~ a w~v v~ v~ J a J a J a J J J a a a J J a~ a 40 ~ ~ 4 a 4 X a 4 1( ~ a i a a Ll ""aa Fa~ b C~a n b ~ a ~L ~ ;; ~L 4 a ~ a 4 U1 d V ~ 0 3 3 t..a Qh 00 ~ b ~.) O.{ .r M N F-a ~ O .~ J F ..I • N i
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6-JVN-1997 09:59 VO7RE[:115 DRI:372-60 IL1R SE04E27TATION STUDY : FFSP,LE SMOPMRS AtM 25-34 . Table 29 Paqe 30 4.4a-m: Usual Brand Lifetype Preferences : Dimensi«i TY Total NT NF ST SF 11PP ENT INF IIQF IST EST ISF ESF f27FP ISTJ .... NT..... .... NB..... .... ST..... .... SF..._. Caue Other Cauc Other Cauc Other Cauc Other Samp2e Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Sieiqhted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colsmn Ref>Versus Lover Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF fDAI I>AH J>AR tC>AJ L>AM DDAL N>AO O>AN P>AQ 4>AP R>AS S>AR T>AU U>AT V>AW W>AV Its heart rule its head 55 48 ABDE<77 A<47 A<43 A<38 51 A<83 A<74 47 47 a<40 a<44 A<68 56 47 52 A<78 a<71 a<46 50 A<36 AV<74 Its head rule its heart 45 C<52 A<23 AC<53 AC<57 A<62 49 AQ7 A<26 53 53 a<60 a<56 A<32 44 53 48 A<22 a<29 a<54 50 AW<6 4 A<26 Value sentiment more than logic 50 51 AbDE<63 A<42 a<42 43 53 AI<80 57 A<31 J<55 A<32 1<50 0<58 a<39 51 50 A<64 58 43 a<40 42 44 Value logic more than sentiment 50 c<49 A<37 AC<58 aC<58 57 47 A<20 HG43 AR<69 45 Am<68 50 42 aN<61 49 50 A<36 42 57 a<60 58 56 Convincing 57 aC<66 A<44 ACe<66 c<55 AG<88 58 A<32 ah<49 61 A<72 m<65 48 A<42 H<64 a<67 62 A<42 52 5 9 ATC79 iI<64 A<26 Touching 43 a<34 ABDe<56 A<34 d<45 A<12 F<42 Ai<68 a<51 39 A<28 35 1<52 AO<58 36 a<33 38 M58 48 U<41 A<21 36 AV<84 Analyze 56 ACDE<78 A<39 C<59 C<54 Ac79 A<78 A<34 A<40 56 63 A<36 AL<67 A<24 NG59 A<79 A<76 A<33 R<62 60 58 55 51 Sympathize 44 A<22 A83E<61 8<41 B<46 A<21 A<22 A<66 A<60 44 37 Aid<64 A<33 AO<76 41 A<21 A<24 AS<67 38 40 42 45 49 Determ+++ed 52 57 47 ac<58 49 a<66 54 A<32 H<52 A<42 AJ<78 aM<65 A<38 A<29 n<44 57 58 A<42 aR<67 a<60 55 N<53 A<29 Devoted 48 43 d<53 a<42 51 a<34 46 AI<68 48 AK<58 A<22 a<35 AL<62 Ao<71 56 43 42 AS<58 a<33 a<40 45 47 AV<71 G_LIL 689T5
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- 6-JUN-1997 09:59 Doorway Affiliation Se 0 20 meats .VOLREF:115 I9tI:372-60 RJR SEQNMATION STUDY : F}2fASE S141RFR.S AGED 25-34 Table 39 Page 40 g . . Total N1' NF ST SF IN1' ENT I27F 227F IST EST ISF ESF P2a'P ISTJ .... 2iT..... .... NF..... .... ST..... Cauc Other Cauc Other Cavc Other C,auc Ot)seu: SaRale Base 310_ 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Qeighied Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1um. Ref>Versus Lower Case 80% Vpper 90% A 8>ACDE C>ABIE D>AHCE FJASm FNG G>AF FDAI bAK JhA4C 1DAT 7.>AM bDAL 17>AO O>AN P>A4 4>Ap R>AS S>AR TNW V>AT V>AN W>aAV (1) Likes Cynicisa/Pessizism, 24 de<30 26 21 19 26 32 A<2 AIi<35 A<8 AJ<38 A<12 1<24 AO<44 A<11 29 34 26 26 20 24 N<22 Leadership/Control, Extreme/Fdge -. Doors (2) Likes Friends/Faaily, Altruism, 32 A<10 AB<23 BC<35 ABCD<57 A<10 A<10 A<12 h<27 39 29 A<64 A<53 A<9 aN<43 A<11 A<6 A<20 r<37 29 AT<45 AG58 A<54 Practical Doors (3) Likes Image Ceavscious/ 20 ACc0;G37 Ae<14 ACE<26 A<6 Ag<52 A<33 16 a<13 26 26 A<9 A<4 a<11 19 AQ<43 18 a<14 12 At)<32 15 AGt V<33 Materialism, Self-IxMulgence/'Me' Doors (4) Likes Dreamer/Optimism, 24 22 ABDE<37 . AQ8 A<17 A<12 f<26 AI<70 25 K<27 A<7 15 18 a<36 27 17 aP<41 A<40 25 19 a<15 a<19 A<7 DiscaverylChange, Ixsdividualism/ Rebel Doors S81L 689TS ~ ~
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6-JUN-1997 09:59 VOLRSF:115 DR2:372-60 R1R SEGHEliTATION STVDY :£f?fAtE SM02MS A® 25-34 Table 10 Page 10 Demographics : Occupation , Total HT NF ST SF INT El7T IIQF ENF IST EST 258 ESF ENFP ISTJ .... 1Pt..... ....17F..... ..._ST..... ....SF..... Cauc Other Caue O}•2ler C'aw Other Cauc Ot2ser Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colmmn Aaf>versus Lower Case 808 Upper 90% A B>AmE QAME D>ABCE ENBCD F>AG G>AF H>AI I>AH J>AK R>hT L>AM t9AL H>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AN a>AV NET: WHITE COL7AR 47 d<53 45 a<41 d<52 56 51 a<34 h<49 A<35 j<48 36 AL<63 50 50 50 a<61 S<52 A<i5 A<30 AT<60 aw G56 36 Professional seraices/laayer/ dootor/accountant/Pt..D/teacher 15 13 a<I1 cQ8 18 AG<33 A<6 9 12 A<6 AJ<33 25 20 9 A<8 12 18 12 8 12 AT<29 aN<22 A<. Salesman/sales representative 11 11 11 a<8 aDGt6 - 7 12 19 8 K<11 A<3 20 13 A<4 27t17 9 19 s<13 A<3 A<2 T<17 15 20 Secretary/clerk/office aorker 10 cD<15 7 A<4 acD<16 6 af<18 A<_ H<10 A<4 A<6 A<1 AL<26 A<+ n<7 14 18 S<9 A<. A<5 A<2 a<17 1 1 Maaacer/supervisOr 7 E<7 AbDE<15 E<4 A<+ A<2 £<9 6 Ah<18 a<3 6 A<. A<' AO<33 5 Q<9 A<. AS<17 4 A<2 t<9 A<' A<_ Owner entrepreneur/sel£-employed 1 1 A<. AbCE<4 A<. 5 A<. A<. A<. AH<7 * A<. A<. A<_ AN<11_ A<. 6 A<. A<. AST<7 A<_ A<. A<_ Creative services/artist/ musician/photographer/ariter 1 acDG5 a<• A<. 1 A<_ af<6 A<. a<' A<. A<. A<. 2 A<. A<. aq<6 A<. a<' A<. A<. A<. 2 A<. Gove-^snt/military/civil service 1 1 1 1 a<. 3 a<. a<. 1 2 a<. a<. a<. 2 3 1 a<. 1 a<. a<. 3 a<_ a<_ Enqineer/scientist/computer programmer/analyst 1 a<. aG 1 1 a<. a<. a<. a<. ' 3 a<. 2 a<. a<. a<. a<. a<. a<. 2 + a<. 5 NET: BLUE COLLAR 21 aE<28 E<2fi E<20 A<10 22 a<30 AI<46 19 18 23 a<12 A<9 25 14 AQ<33 a<il AS<29 12 22 16 A<7 v<24 Service worker/cook/attendant/ gardener/barber/beauticiaa 14 ADEC24 ADE<23 A<7 A<5 13 Af<28 AI<39 17 A45 10 A<5 A<5 0<21 A<7 AQ<28 8 AS<27 a<6 A<7 A<8 A<6 A<2 Fireman/policeman/secutity guard 3 2 A<1 AbC2:<7 a<Ul g<8 A<. 3 A<. Ak<9 3 A<_ 1 A<. 2 3 A<. A<. 4 ATT<9 2 1 A<. Tradesman/rep+*+an/mechanic/ plumber/electrician 1 * * 2 3 2 A<. A<_ 1 1 3 7 A<. 1 1 1 A<. 1 A<_ 1 2 A<. AV<15 Machine operator/aacHi=st/ factory/gazment vrorker/assembler 1 1 • 1 A<. 1 2 A<. A<_ 3 A<. 2 A<. A<. 1 A<. 1 A<. 2 A<. A<. 7 Warehouseman/stock clerk 1 a<. 1 be<2 a<. a<. a<. a<. 1 3 a<_ a<. a<. 2 4 a<. a<. 1 aG a<. at<4 a<. a<. Truck driver/bus driver/delivezy driver 1 1 a<. ce<2 a<. . 1 . a<. . aj<3 a<. a<. a<. . a<. 2 a<. 2 a<. Maintenance/janitorial Technician/computer operator/ 1 ' ' - ' 5 1 1 4 + . . . keypuncher/TV technician 1 Student • . . . + . . . . . . ' . . . . . . . . • . Retired/unemployed 26 A<16 22 ABCG33 Bc<32 A<13 a<17 19 23 A<36 29 38 27 A<15 n<27 A<15 20 A<10 AR<7 4 ATK39 22 30 40 Unable to classify • . . * + . . . . i . 1 . . 1 . . . . + _ * . Re£used/no aaswer 6 3 7 6 6 9 A<1 AC2 h<9 X<11 A<1 MGt4 A<1 11 8 A<2 9 S<9 A<. II<9 A<2 W<7 A<.
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! 6-JV27-1997 09:59 0-2, 3: Lifetype SituatioalWOrd Preferences : Dimension TF Total NT NF ST SF II4T FdiT IIiF II7F ZST ESl ISF FNFP ISTJ .... NT..... .... NF..... ..... T..... ....SF..... Caue Other Cano Other Cana Other Cavc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% Upper 90! A B>ACDE C>ABDE D>ABCE E>ASm F>AG G>AF H>AI i>AB J>AK R>AJ IJAM lAAL NNO O>AN P>AQ 0>A4 R>A4 S>A R T>AII II>AT V>Aii M>AV Your heart rule your head 62 A<35 ABDE<88 A<44 ABD<72 A<35 A<35 A<82 A<90 A<46 A<42 A<76 70 AO<97 A<41 A<34 A<40 AS<92 68 A<46 A<42 A<73 70 Taur head rule your heart 38 ACB<65 A<12 ACEG56 AC<l8 A<65 A<65 A<18 A<10 AG54 A<58 A<24 30 A<3 ANG59 A<66 A<60 A<8 R<32 A<54 A<58 A<27 30 A persoa of real feeling 75 A<55 ABD<93 A<50 ABD<89 A<28 aF<64 A<90 A<94 A<62 A<57 83 A<94 AO<91 68 A<52 65 A<94 A<89 A<55 t<69 A<91 80 A consistently reasonable person 25 ACE<45 A<7 ACE<40 A<1l AG<72 a<36 A<10 A<6 A<38 A<43 17 A<6 A<9 N<32 A<48 35 A<6 AQ1 Au<45 31 A<9 20 Value sentiment more than locp'c 61 A<49 A8DE<82 A<48 bD<62 A<31 F<55 A<75 A<84 A<48 A<47 68 57 A4<86 A<32 52 A<37 A<79 AR<93 V<61 A<24 62 59 Value logic more than sentiment 39 ACe<51 A<18 ACE<52 C<38 AG<69 45 A<24 A<16 A<52 A<53 32 43 A<14 AN<68 48 A<63 ASG21 A<1 39 AT<76 38 41 Grntle 70 A<35 ABD<94 AB<49 ABD<93 A<37 A<34 A<94 A<94 A<43 Aj<56 A<96 A<92 AO<90 A<48 A<35 A<33 As< 97 a<82 A<42 aT<61 A.K96 80 Firm 30 ACDE<65 A<6 ACE<51 A<7 A<63 A<66 A<6 A<6 Ak<57 A<44 A<4 A<8 A<10 AN<52 A<65 A<67 A<3 ar<18 A O<58 a<39 A<4 v<20 Thinking 36 ACE<59 A<11 ACE<65 A<13 A<68 A<56 A<11 A<11 A<61 A<70 A<7 A1<18 A<6 AN<64 A0<69 25 Aa<13 A<3 A<65 A<66 A<6 V<50 Feeling 64 A<41 ABD<89 A<35 AB0<87 A<32 A<44 A<89 A<89 A<39 A<30 Am<93 A<82 A0<94 A<36 A<31 P<75 A<8 7 ArC97 A<35 A<34 AW<94 50 Convincing 36 ACE<47 A<20 ACE<53 a<29 Ag<61 42 A<5 AH<25 33 AJ<80 A<14 L<39 A<10 N<41 a<46 48 A<17 3 1 A<55 A<50 31 A<17 Touchinq 64 A<53 ABD<80 A<47 a8D<71 A<39 fG58 AI<95 A<75 K<67 A<20 AM<86 61 A0<90 59 a<54 52 A<83 69 A<45 A<50 69 A<83 Analyze 41 ACE<67 Ae<23 ACE<65 A<13 A<72 A<65 33 A<20 A<61 A<69 A<8 A<17- A<19 AN<64 Aq<72 50 A<17 R <52 A<66 A<63 A<12 A<21 Sympathize 59 A<33 ABD<77 A<35 ABcD<87 A<28 A<35 67 A<80 A<39 A<31 A<92 A<83 A0<81 A<36 A<28 pG50 AS <83 48 A<34 A<37 A<88 A<79 Justice 63 ACe<77 A<37 ACE<80 C<65 AG<92 72 A<36 A<37 A<73 AJ<88 58 70 A<47 aN<74 A<75 A<86 A<31 R<6 0 A<77 A<85 63 74 Mercy 37 A<23 ABDE<63 A<20 bD<35 A<8 F<28 A<64 A<63 AK<27 A<12 42 30 AO<53 a<26 A<25 A<14 AS<69 40 A <23 A<15 37 26 Compassion 77 A<47 ABM96 AS<66 ABD<91 Ag<60 A<42 A<99 A<94 A<60 j<74 a<87 A<94 AO<92 A<52 A<43 ap<60 A<95 A<96 A<67 A<65 A<89 AV<100 Foresight 23 ACDE<53 A<4 ACE<34 A<9 A<40 AP<58 A<1 A<6 Ak<40 26 a<13 A<6 A<8 AN<48 Aq<57 a<40 A<5 A< 4 A<33 A<35 AW<11 A<. Benefits 35 ACE<50 A<24 ACE<51 A<20 A<61 a<46 30 A<22 A<48 A<55 27 A<14 A<3 AN<66 AQ<55 28 A<24 _ 24 A<49 A<54 AW<23 A<5 Blessings 65 A<50 ABDCM A<49 A8D<80 A<39 a<54 70 A<78 A<52 A<45 73 A<86 Ao<97 A<34 A<45 P<72 A<76 76 A<51 A<46 A<77 AV<95 Determi.ned 41 ce<42 A<30 ABCE<61 A<30 AG<62 36 34 A<29 A<52 AJ<71 M<45 A<19 A<14 aN<52 42 44 S<35 A <10 AV<67 49 A<31 A<24 Devoted 59 IX58 AbD<70 A<39 Ab0<70 A<38 F<64 66 A<71 AK<48 A<29 55 AL<81 AO<86 a<48 58 56 65 AR<90 A <33 T<51 A<69 AG'% Firm-minded 26 CE<26 A<10 ABCE<50 A<15 19 29 1<23 A<6 A<52 A<48 M<29 A<4 A<. AN<52 24 35 A<12 A<6 Au <55 A<42 A<15 A<10 Warm-hearted 74 SK74 ABD<90 A<50 ABiK85 81 71 77 AH<94 A<48 A<52 71 AL<96 AO<l00 A<48 76 65 A<88 A<9 4 A<45 At<58 A<85 A<90 Peacemaker 81. A<70 A50<87 A<70 ABiX93 g<81 A<67 78 Ah<91 A<65 j<77 AM<99 a<88 AO<94 A<68 A<69 74 a< 86 A<92 A<64 T<83 A<91 AV<100 Judge 19 ACE<30 A<13 ACE<30 A<7 19 Af<33 i<22 A<9 Ak<35 23 A<1 aL<12 A<6 ATK32 A<31 26 a<14 A<8 ASK3 6 17 AW<9 A<` Soft 74 A<55 ABD<87 AG55 ABcD<95 62 A<53 AI<96 A<84 - A<48 aJ<65 A<98 A<93 72 a<63 A<55 a<57 A<87 a<86 A<44 T<74 A<96 A<90 Hard 26 ACE<45 Ae<13 ACE<45 A<5 38 A<47 A<4 AH<16 AK<52 a<35 ACI A<7 28 a<37 A<45 a<43 A<13 a<14 AtK 56 26 A<4 A<10 OLTL 6g4TS
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4-20: Doorway Positive Rating : Top-2 Box : E:tremely . very Compelling Total NT NF ST SF IST EST ISF ESF ENFP ISTJ .... NT..... .... FF..... .... ST..... ....SF.-... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Canc 40 Other 20 Cavc 56 Other 18 Cane 66 Other 46 Cana Othftr 47 27 Tieighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Col=M Ref>Versus Lover Case 808 IIpper 90% A----SNCX)E C>Affi)E D>ABCE E>ABCD FNiG GQAF Fi>AI IMH J>AR IOAJ IJAM 29AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AW W>AV Spoataneity/PYee 64 D<65 aD<70 A<52 aDCf2 71 63 55 Afi<76 A<52 A<51 74 70 0<73 A<42 64 70 AS<75 a<49 VG59 A<39 a<74 62 Friends/Family/Supportive 71 a<63 66 69 ABCD<87 g<75 a<59 a<58 68 64 75 A<87 A<86 A<57 68 QC69 A<43 66 63 a<62 AT<81 Aw<90 72 Practical 49 A<24 8<49 B<46 ABCD<74 A<23 A<25 A<16 AH<61 45 46 AMC91 A<62 41 50 A<18 pU7 47 61 A<38 aT<60 A<75 A<70 Leadership/Cmtrol 36 ACE<46 A<28 ACE<48 Ad3 44 a<46 A<13 H<34 41 AJ<57 29 A<19 27 40 A<48 36 S<32 A< 14 AV<54 36 A<14 AV<66 Ext-/Edge 33 E<40 E<33 aE<38 A<20 29 a<43 31 33 38 38 A<11 1<27 31 35 37 a<48 S<37 A<15 AIK44 27 A<1 8 32 Cynicism/Pessimism 17 13 18 17 19 19 11 aG10 h<21 14 22 15 23 22 21 A<5 AP<46 SC21 A<6 II<22 A<8 W<2 3 A<3 The Dreamer/Optimism 50 46 ASDe<61 A<40 49 A<29 F<52 58 A<63 44 A<36 m<59 42 57 57 43 59 a<57 AR<79 A<36 t<48 W<54 AQ7 Indivi.dvalism/The Rebel 47 43 AbE<56 E<50 A<35 g<58 38 Ai<70 51 ak<56 43 42 A<30 o<55 39 a<36 APG69 51 ARC78 50 51 A<3 4 40 Image Censcious/Materi.alism 19 aCe<27 A<10 aC<25 17 25 27 A<8 A<11 24 25 14 19 0<21 A<7 a<28 24 A<11 A<8 A<27 20 15 26 Self-iadulgeace/•Me• 62 58 AG55 C<67 abC<70 67 55 1<72 A<48 Ak<72 60 AM<86 59 A<48 N<68 57 59 a<54 58 67 67 67 Av<82 Discovery/Change 55 53 AD<63 A<46 d<57 63 49 AI<85 56 49 A<42 AM<73 47 a<43 a<43 50 65 A<65 58 A<46 46 55 67 Altruism 57 A<43 A<45 A8C<66 ABC<72 G<63 A<36 a<42 A<46 A<70 60 A<80 a<66 A<33 AN<73 A<42 45 A<41 r< 61 a<65 a<67 A<70 A<78 7g7L 6g9Zs
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Table 23 Page 24 VOIAEF:115 DRI:372-60 RJR SLY7ME2iTATION STUDY : FPa41iL SMO1CERS AGF9 25-34 6-dtlN-1997 09:59 4.2, 3: Lifetype Situation/Word Preferences : Dimexssion SN Total NT NF ST SF IST EST ISF ESF F2iFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Savple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Casx 40 Other 20 Caau 56 Other 18 Cauc, 66 Other 46 Cauc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% tTpper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF R>AI I>AB J>Alt IOA7 L>AM 2DAL N>A0 O>AN P>AQ 0>AP R>AS S>AR T>AV V>AT V>AW W?AV Fact ccursee 54 - A<35 A<27 ASCC73 ABCd<82 G<55 AQ8 A<22 A<28 A<70 A<77 A<81 A<82 A<19 AN<85 AQ<41 A<13 A<23 r<42 A<65 AT<87 A<82 A<81 Courses inm,olving theory 46 ADE<65 ADE<73 Ae<27 A<18 45 AF<72 A<78 A<72 A<30 A<23 A<19 A<18 A0<81 A<15 A<59 AP<87 As<77 58 AU<35 A<13 A<18 A<19 Imaginative people 57 aDE<65 ABDE<91 A<38 A<32 64 66 A<74 AH<97 A<33 Aj<45 A<32 A<32 AO<97 A<28 63 AG75 AS<95 a<74 A<41 A<32 A<29 45 Realistic people 43 aC<35 A<9 ABC<62 ABC<68 36 34 AI<26 A<3 Ak<67 A<55 A<68 A<68 A<3 AN<72 37 A<25 A<5 aRC26 A<59 A<68 A<71 55 A practical persoai 61 AC<46 AQ9 ABC<82 ABC<88 gC58 A<42 A<23 A<31 A<77 Aj<87 AM<99 A<80 A<18 AN<81 aQ<50 A<29 A<24 R<49 AV<88 a<70 A<87 A<9 2 An inqenious person 39 ADE<54 ABDEC71 A<18 A<12 42 AfG58 A<77 A<69 Ak<23 A<13 A<1 AL<20 Ao<82 A<19 a<50 APC71 ASCI6 51 A<12 aT<30 A<13 A<8 Conventional enough never to make 31 A<9 A<9 ABC<55 ABC<47 A<13 A<8 A<12 A<8 A<60 A<49 42 A<50 A<13 AN<66 A<7 a<18 A<8 A<10 A<56 A<55 A<46 A<52 themselves conspicuous Too original and individaal to care 69 ADE<91 ADE<91 A<45 A<53 A<87 A<92 A<88 A<92 A<40 A<51 58 A<50 AO<87 A<34 A<93 a<82 A<92 A<90 A<44 A<45 A<54 A<48 whether they are conspicuous or not Someone who is always coming up with 50 A<32 ABDE<70 Be<50 A<40 A<29 A<34 A<73 A<69 43 aJ<59 a<37 42 AO<77 46 A<27 P<52 AS<75 48 52 48 A<39 46 new ideas Someone who has both feet on the 50 AtD<68 A<30 C<50 PCd<60 A<71 A<66 A<27 A<31 R<57 a<41 a<63 58 A<23 N<54 A0<73 48 A<25 R<52 48 52 A<61 54 grouad Enjoy odd or original ways of saying 62 ADE<72 AbDE<83 A<41 A<51 60 A<76 69 AH<88 Ak<47 A<35 50 a<51 AO<85 A<47 AQ<78 48 A<84 A<82 A<41 A<43 A<49 60 Yhicu2s Like writers to say exactly what 38 Ac<28 A<17 ABC<59 A8C<49 40 A<24 1<31 A<12 A<53 Aj<65 50 a<49 A<15 AN<53 A<22 P<52 A<16 A<18 A<59 A<57 A<51 40 they mean Do it the accepted way 37 A<24 A<21 A8C<49 ABC<53 30 A<22 A<10 Ah<25 A<51 a<46 Am<63 46 A<7 AN<55 A<18 P<50 AS<24 A<6 a<46 A<55 A<54 49 Invent a way of your-own 63 ADE<76 ADE<79 A<51 A<47 70 A<78 Ai<90 A<75 A<49 a<54 A<37 1<54 A0<93 A<45 AQ<82 50 A<76 AR<.94 aG54 A<45 A<46 51 Facts 48 C<45 A<16 ABCE<73 AbC<59 A<27 F<52 A<9 A<18 AR<83 A<59 A<27 AL<82 A<1 AN<81 47 41 A<12 aR<32 A<71 A<76 55 AV<78 Ideas 52 DeG.55 ABDE<84 A<27 AD<41 AGC73 48 A<91 A<82 A<17 AJ<41 AM<73 A<18 AO<99 A<19 53 59 A3<88 a<68 A<29 A<24 W<45 A<22 Statement 39 AC21 A<7.7 ABC<59 ABC<57 A<20 ACL1 A<11 A<20 A<52 A7<68 51 A<62 A<11 AN<53 A<20 AC23 A<11 R<47 AU<67 45 A<56 A<64 Concept _ 61 ADE<79 ADE<83 A<41 A<43 A<80 A<79 A<89 A<80 AR<48 A<32 49 A<38 AO<89 A<47 A<80 AC77 AS<89 53 A<33 T<55 . A<44 A<36 Theory . 42 ASE<52 AIE<60 AE<34A<18 AG<76 44 AG.59 A<61 38 A<30 A<19 A<18 A0<60 a<32 A<54 46 A<61 a<58 u<39 A<25 A<19 A<14 Certainty 58 A<46 A<40 ABC<66 ASm<82 A<19 FG56 A<41 A<39 62 A<70 A<81 A<82 A<40 aN<68 A<46 48 A<39 a<42 61 At<75 A<81 A<86 Literal 48 AC<39 AG22 ABCE<74 ABC<58 43 aG47 A<17 A<24 AIK83 A<62 44 AL<68 A<20 ANCI4 40 36 A<18 R<40 A<75 A<71 A<61 45 Figurative 52 ADE<61 A8DE<78 A<26 AD<42 57 a<63 A<83 A<76 A<17 AJ<38 MG56 A<32 AO<80 A<26 60 64 AS<82 60 A<25 A<29 A<39 55 Imaginative 65 P1E<80 AffiR':<95 A<45 A<39 61 AF<87 A<98 A<94 A<46 A<43 am<49 A<32 AO<92 a<55 A<84 68 A<95 A<96 A<39 aT<56 AW<44 A<16 Matter-of-fact 35 AC<20 AG5 ABC<55 A8C<61 G<39 A<13 ACL A<6 A<54 A<57 a<51 A1<68 A<8 aN<45 AG16 32 A<5 A<4 AtK61 a<44 A<56 AV<84 Make 22. AQ1 ACI ABC<36 ABC<31 A<9 AQ2 A<4 A<8 A<33 A<39 28 A<33 A<4 N<28 A<10 16 A<2 R<29 A<37 A<33 29 A<42 Create 78 ADE<89 ADE<93 A<64 A<69 A<91 A<88 A<96 A<92 A<67 A<61 72 A<67 AO<96 72 A<90 84 AS<98 71 A<63 A<67 71 A<58 Sensible 48 A<26 A<28 A8C<64 ABC<T1 a<35 AC23 A<19 A<31 a<58 Aj<72 A<71 A<72 A<25 AN<61 A<28 A<16 AC25 41 AG59 AT<75 A<74 60 Fascinating 52 ADE<74 ADE<72 AG36 A<29 a<65 A<77 A<81 A<69 ak<42 AC28 A<29 A<28 AOG75 A<39 A<72 A<84 A<75 59 AV<41 AG25 AG26 40 69TL 68°TS 0
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6-JVN-1997 09:59 - 4.2, 3: Lifetype Situation/Word Preferences : n++mnsion JPl VO7.REF:115 DRI:372-60 RJR SEQA1aTATION STUDY : FEMALE SMOlD;[LS AGFS 25-34 Table 25 Page 26 Total NT NF ST SF IAT ENT INF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Case 40 OtFxr 20 Cauc 56 Other 18 Cauc 66 Other 46 Cauc 47 Ot3'+er 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Lower Case 80% Upper 90! A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF fbAl I>AK J>AK lOAT L>AM ADAL N>AO O>AF P>AQ 0>AP R>AS S>AR T>AU U>AT V>AW W>AV Plan what you vill do and when 50 A<25 AH<42 aDC<.56 ABCD<73 AQ9 A<27 1<57 A<37 49 Aj<64 A<80 A<69 A<32 as<61 A<21 p<40 A<41 4 7 56 56 A<76 62 Just go . 50 ACDE<75 ADE<58 aE<44 A<27 A<81 A<73 43 AH<63 k<51 A<36 A<20 A<31 AO<68 a<39 Aq<79 60 A<59 53 44 44 AQ4 38 Arrange dates, parties, etc., well 46 AQ8 8<44 BG51 ABc<.57 a<33 A<26 A<22 H<52 A(K60 39 58 a<56 A<32 AN<85 A<21 P<52 46 35 51 50 AF*<61 37 in advance Be free to do whatever looks like 54 ACME<72 e<56 49 A<43 a<67 A<74 AI<78 48 A<40 J<61 42 a<44 AO<68 A<15 AQO9 48 54 65 49 50 A<39 V<63 fun when the time cmmes At dealing with the unexpected and 63 AcDE<81 abE<70 A<56 A<49 57 AF<90 AI<87 64 A<50 j<63 52 A<47 AO<96 59 A<79 A<89 AS<77 A<40 A<48 T<69 A<52 A<36 seeing q+,;ckly what should be dosK At followixxl a carefully worked out 37 A<19 ab<30 ABC<44 ABC<51 G<43 A<10 A<].3 ii<36 Ak<50 36 48 A<53 A<4 N<41 A<21 A<11 A<23 AR<60 AO<52 30 A<48 A<64 plan Appeal to you 63 A<45 A<54 Ba<65 ABCD<85 A<40 A<47 A<46 57 66 64 a<75 AL<91 A<20 AN<97 A<39 P<67 A<50 r<70 58 AT<79 Aw<88 68 Cramp you 37 ADE<55 AdE<46 E<35 A<15 A<60 A<53 A<54 43 34 36 aM<25 A<9 AO<80 A<3 AO<61 33 As<50 30 V<42 A< 21 A<12 v<32 Organi.ze it carefully before you 66 A<47 b<61 B<69 ABCD<83 G<65 A<40 57 62 a<73 64 A<82 A<83 A<34 AN<89 A<43 p<62 a<57 r<75 62 AT <82 A<82 A<87 start Find out what is necessary as you go 34 AcDE<53 E<39 E<31 AC7 35 A°<60 43 38 a<27 36 A<18 A<17 A0<66 ACl Aq<57 38 as<43 25 L•<38 A<18 AC8 AC13 along Nice to be able to plan accordingly 58 c<52 A<40 C<57 ABCD<88 a<43 55 A<30 A<44 57 56 A<86 A<88 A<14 Ax<81 50 59 A<35 R<63 A<47 AT<73 Aw<90 a<74 A little unpleasant to be tied down 42 E<48 AbDE<60 E<43 A<12 a<57 45 A<70 A<56 43 44 A<14 A<12 AO<86 A<19 50 41 AS<65 37 AII<53 A< 27 A<10 av<26 Scheduled 59 A<32 AB<47 ABC<73 ABC<80 ag<46 A<27 A<31 H<53 AI(<88 54 A<74 A<83 A<14 AN<93 A<19 AP<79 A<42 R<72 A<73 A<73 A<82 68 IInplanned 41 ACDE<68 ADE<53 A<27 A<20 a<54 Af<73 AI<69 47 A<12 J<46 A<26 A<17 A0<86 A<7 AQ<81 A<21 AS<58 28 A<27 A<27 A<18 32 Systematic . 27 C<23 A<6 A8C<38 ABC<43 33 19 A<4 A<6 A<42 34 A<48 A<39 A<1 AN<50 20 30 A<7 A<2 A<38 a<38 A<43 a <44 Sptmtaneous 73 DE<77 AEaE<94 A<62 A<57 67 81 A<96 A<94 A<58 66 A<52 A<61 A0<99 A<50 80 70 A<93 A<98 A<62 a<62 A<57 aG56 Systematic 27 AQ6 A<19 ABCE<42 b<28 20 A<15 A<5 H<25 A<43 A<41 25 30 A<4 AN<56 A<16 18 S<22 A<7 A<44 a<39 29 24 Casual 73 ADe<84 AD<81 A<58 DC72 80 A<85 AI<95 75 A<57 A<59 75 70 AO<96 A<44 A<84 82 78 AR<93 A<56 a <61 71 76 TLTL 6?9TS
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• r r • r H • n r H • N N n x . . . . . . ~ n X x . ~ ~ . UI N • n A • ~ ' r r • r r • • . ;' i' . n n , 0 ^ P P • ^ N • N n N N • r . ~ ~ . W W . P n x ~ . . . . . . x ~ n n • ^ ^ ^ A A /~ p H r • r H • N N H • r N N • W n n n n N N • n n • , . . . N • N H • H ~ ~ ~ a i • > s . . ~ OD OPD 9 H W pJ P . ~ 1 N71 b ~ H . ~ wo 4 ~ ~ eo ~: H N G W 01 NO~i N OU /1 y ~ W V ~Sy ~ r
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6-JtlM-1997 09:59 4.F: Qsual Brand VOIRE¢':115 Ikt1:372-60 RJR SUMENi'ATION STUDY :rEKTr SMOIORi.S AGm 25-34 Table 42 Page a4 Total NT NF ST SF INT ENT INF ENF IST EST ISF ESF EHFP ISTJ .... 2iT..... .... NF..... .... ST..... .... SF..'.. . Cauc Other Caao Other Cauc Other Caue OthRr Saaple Base 310 60 74 112 64 26 34 26 4& 55 57 23 41 34 40 40 20 56 18 66 46 47 t7 Weighted Sase 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 -9 53 12 41 22 43 9 Sig Test Column Rcf>Verssss yc.er Case 809 IIpper 90% A 8>ACDE C>ABaE D>ABCE ENyBCD F>AG G>AF FDAI I>Aii J>AK X>AJ -L>AM IAAL N>AO O>AN P>AO Q>AP R>AS S>AR T>AV V>AT V>AW WhAV 85am 100mf WIIQSTON 3 M1 C<5 C<6 7 2 3 A<- 2 aJ<10 3 9 A<. 3 4 1 A<t A<. 7 3 6 8 Full Flavor 1 1 A<. aC2 2 2 • A<. A<. 2 2 1 2 A<- 3 1 1 A<. A<- 2 2 2 A<. 85= M. c<2 2 2 • M. A<. 2 2 1 2 A<. 3 1 1 A<. A<. 2 2` 2 IK. lOOm+ Low Tar/Lights 3 3 A<1 3 e<5 5 2 3 A<- A<- aJ<7 2 6 A<. A<. 3 A<. a<1 A<. 4 1 4 8 85= 2 3 M. 1 0<3 5 2 A<. A<. A<. j<3 2 4 A<- A<. 3 A<. A<. A<- 1 1 2 8 100=+ 1 A<. 1 b<2 1 A<. A<. 3 A<. A<. aj<4 A<. 2 A<- A<. A<. A<. 1 A<. u<3 A<. 2 A<- Vtltra Low Tar/Li.ghts . - . . ' . . ' ' . ' - - . . . 85mn ' - - - - . . . . . . . - . . . 100MM+ Winston Select 1 2 A<. 1 c<3 2 2 A<- A<. 1 2 1 . 5 A<. 1 2 1 A<. A<. 2 A<. 2 8 Winston Regular 2 1 aQ bc<4 3 5 A<- 3 A<- 2 Aj<8 2 4 A<. 2 2 A<. 1 A<. 5 3 w<4 A<. NEiiPORT 13 14 13 15 11 AG<34 a<7 20 11 k<19 11 11 11 17 A<26 9 AP<33 9 aR<31 a<8 AT<29 A<4 AV<43 Full Flavor 10 11 12 11 - 7 ag<20 7 ai<20 8 12 10 a<4 8 12 15 9 16 7 AR<31 8 16 A<4 ,v<20 85mm 7 7 7 e<8 a<3 8 7 8 7 8 8 A<. 1<6 10 12 6 11 6 12 6 12 a<3 5 100MM+ 3 3 4 3 3 aG<13 M. aI<13 a<1 4 2 4 3 2 3 3 6 A<l AR<19 2 4 -a<- av<15 Low Tar/Lights 3 3 2 5 4 aG<13 A<. A<. 3 a1K8 A<l 7 2 5 A<l1 M. aPQ6 2 A<. M. AT<13 M. AV<23 85me 2 2 2 2 4 g<6 M. M. 3 k<4 M. 7 2 5 6 M. p<8 2 M. M. T<6 M. AV<23 100nwr 1 2 M. ce<2 A<. gC7 M. A<. M. 4 1 A<. M. A<. an<5 M. p<9 M. A<. A<. AT<6 A<. A<. Utltra Low Tar/Lights . . . . . . . . . . . . . . . . . . . . . . 85mm 100alt . . . . . . . . . . . . . . . . . . . . . . SALIM 6 4 5 ab<9 5 6 3 3 6 6 Aj<13 M. L<8 4 8 3 7 4 8 av<11 5 W<6 A<. Full Flavor 3 3 2 AcE<6 A<• 3 3 1 3 5 a<8 M. A<• 3 6 2 5 1 6 a<7 5 M* A<. 85m 2 2 2 aEGS A<' 1 3 M. 3 3 a<7 M. a<' 3 4 2 4 1 4 aG5 3 A<' A<. 100MR+ 1 1 ' e<2 a<. 2 a<. 1 a<. 2 1 a<. a<. a<. 3 ' 1 a<. 2 2 1 a<. a<. Low Tar/Lights 2 1 3 3 1 4 1 1 3 1 5 M. 1 2 2 1 2 3 2 LK4 A<. 1 A<. 85m ~ 1 • . 1 4 .. 1 . . . _ 1 . . 1 . .. 2 . . 1 . 100ma. 2 1 e<2 E<3 M. M. 1 M. 3 1 5 M. A<_ 2 2 M. 2 s<3 M. II<4 M. A<. AG. Vtltra Low Tar/Lighte 1 A<. 7K. a<. abedC4 M. A<. M. M. A<. IK. A<. AL<7 M. M. M. A<. M. M. A<. M. aw<5 M. 851M I M. M. a<. abcd<4 M. M. M. M. M. A<_ M. AL<7 A<. M. , M. M. M. M. M. M. aw<5 A<. 100aa+ OTSE3t FOLL PftIt4:: • 68ZC 689 T5
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6-JUN-1997 09:59 VO=:115 DR2:372-60 PJR 109 STVDY : FFSSALE 5MAI0,ILS AOED 25-34 Table 35 Page 36 19d: Net D a C lli -2 L B tt -2 18 19b (T oorw y ess ng o ca y , ompe op 0- , Total NT NF ST SF IR4 ENT A7F ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST.._.. ....SF..... Sample Sase 310 60 74 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 OYSxr 20 Cauc 56 OtYer 18 Cauc Other 66 46 Cauc Other 47 37 Weighted Sase 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80! IIpper 906 A B>ACDE C>ABaE D>ABCE E>ABCD F>AG 6>AF H>AI I>AH J>A!C X>AJ L>AM PDAL N>AO O>AN P>AO 0>AP R>A.S S>AR T>AII U>AT V>AW W>AV Spo¢rtaaeity/Free 30.26 dC24.54AbD<39.72 A<10.74ABD<46.47 25.37 24.25 22.97 45.82 AQ.45jC[1.28 39.56A<51.25A0<48.63A<-0.41 23.13 29.80 46.45a<10.06 17.37A<-1_35A<42.77 63.86 AFK AS< Au< Ap< Frimds/Family/Supportive 40.61 AQ9.92 A<30.63ABC<48.41ADC<52.08A<15.98f<34_83 38.95A<27.61 45.89A61_61 52.54a<51.77 37.14 48.36 a<29.03 33_25A<27.75 43.35 47.98 49.18 59.92A<15.z1 AW< Practical - 3.92 1.79 A<-7.31 A<-2.68 27.57C<12.61 -2.01 -19.75 -2.79 -1.41a<-4.30 44.05A<16.17A<-25.48 N<8.61 -0.50 10.34A<-4.94 -17.76A<-8.79 T<8.44A<27.92A<25.90 ABCD< A< AM< A< Leadership/Castrol -3.36 C<3.65 A<-21.65 ACe<9.55 C<-1.60a<13.69 0.13 -51.87 -10.66 -4.98 28.03 -4.60 0.48 -10.17 1.16 3.44 4.46 -22.47 -18.02 a<6.35A<15.37 -6.80 22.90 A< H< AJ< A< AV< Eztreme/Edge -4.35 aE<4.59 AdE<9.45 E<-2.63 A<-30.69 -27.74 15.95 -6.72 15.33 -14.68 12.69 -43.77 -21.65A0<16.38 -9.82 2.73 11.52A<12.59 -4.37 1.18 -9.59 -32.02 -24_43 A< AF< Ah< a< AJ< A< A1< A< a< Cyaicism/Pessimism -56.78 A<-74.76aB<-49.58aS<-49_99 b<-59.79 -68.80 -76.86 -34.38 -55.11 -46.13 -54.90 -53.04 -64.44 -46_29 -41_79A<-78.83 -59.59 -43.03 -78.45 -44.37 -60.23 -56.21 -76.61 A< Ai< a< A< AS< A< Au< w< a< The Dreamer/Optimism 15.46 29.73 a<9.04 14.77 13.07 9.33 36.90 a<2.14 11.55 19.15 9.21 19.30 8.76 21.10 19.36AQ<38.48A<-2.83 A<3.22 34.68u<19.69 a<5.80sK15.71 a<0.64 ACDE< AF< AR< Individualism/Tlx Rebel 0.31 e<1_65ADE<10.71 -2.19 A<-10.70a<12.25 -2.08 22.99 6.25 0.84 -6.05 -11.98a<-9.82a0<12.31 -13.18 0.72 5.09A<10.93 9.77A<-9.07 10.34 -13.43 v<2.14 AI< a< A< aT< A< Image Conscious/Materialisn -25.10 E<-19.48 e<-27.24 -15.09 A<-38.92 -28.95 -16.15 -24.51 -28.24 -13.84 -16.69 -48.86 -32.05a<-12.71 -20.73 -11.90 -47.71 -25.01 -37.09 -18.22A<-9.40 -39.49 -36_23 ACE< A< A< AQ< A< A< Self-indvlgence/'t3e' 12_71 A<2.66 B<18.66 b<15.59 9.72 11.39a<-0.41 14.01 20.35 27.94A<-0.11 13.80 6.90 16.39a<24.18 A<-0.39 14.03 10.07 56.52 15.72 15.36 12.38 -2.76 AK< AR< Discovery/Change 9.78 a<2.01 24.80 5.12 a<2.77g<14.58A<-2.41 53.05 14_53 K<15.20A<-7.69 0.11 4_61 14.30 4.17 3.54a<-3.71 29.11 5.79 9.62A<-3.07 4.12 -3_56 ABDE< AI< - AS< Altruism -5.95 12.70 A<-21.61 C<-6.51 C<-0.42A<24.60 A<8.51i<-5.55 -27.45 -6.59 -6.42 0.50 -1.05A<-39.26 N<3.16 A<12.17A<14.67 -27.20 R<3.03 -12.54aT<4_47 -5_46 23.31 ACDe< A< A< J AV< 0
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6-JON-1997 09:59 - VOLREF:115 DRI:372-60 RJR SEMffiiTATION STUDY :FMATr SMOPD:R.S AGlD 25-34 Table 45 Paye 54 Q.F. G: Rey Brand Core/Fringe Tota]. N'l - NF ST SF INT F1iT ZP7F ENF IST EST ISF ES£ EN£P ISTJ .... tiT..... .... NF..... .... ST..... .... SF.-... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 42 34 40 Canc 40 Other 20 C. 56 Other 18 Cauc 66 Other 46 C. 47 OtheY 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colwn Ref>Versus Lover Case 80% Upper 90! A B>ACDE C>ABDE D>ABCE E>AHCB F>AG G>AF fDAI I>AH J>AK R>AJ IJAM MDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW WiAV Frinqe 1 1 1 aE<3 A<. A<. 1 3 A<. 2 4 A<. A<. A<. 3 A<. 2 1 2 3 3 A<. A<. Marlboro (2Ild+M? 44 ACD<55 40 40 47 35 AF<62 44 39 k<45 A<33 AM<62 36 Ad8 A<28 AQ<61 32 39 47 43 a<35 aW<54 A<11 Core 11 8 abd<15 7 10 A<_ F<11 A<_ AH<21 A<3 J<13 A<_ L<17 0<18 A<4 a<5 PC18 AS<19 A<. 7 9 W<12 p+<. Fringe 34 ACD<47 A<25 32 c<37 35 A<51 1<44 A<18 aK<42 A<20 AtM<62 A<U.9 A<. aN<24 AQ<55 AU.5 A<20 R< 47 36 26 aW<42 A<ll Camel (MS+M) 6 a<3 e<7 aBE<9 AC2 4 a<2 A<1 H<10 5 Aj<13 3 A<1 Ao<17 6 A<2 7 S<9 A<_ 3 AT<18 a<3 A<. Core 2 a<' 2 b<3 1 2 A<. 1 3 1 5 2 A<. 4 1 1 A<. s<3 A<. 1 5 1 A<. Fringe 4 2 5 e<6 aC2 3 2 A<. HG7 4 8 2 a<1 A<13 5 a<1 7 S<6 P.<. 2 AT<13 2 A<_ Dora1 (SB2+hD 3 2 2 4 4 gG7 A<' 4 2 2 6 5 3 3 1 2 a<1 2 3 5 1 3 7 Core 1 1 a<• 1 2 3 * * ' 1 1 4 1 A<. A<. 1 1 • A<. 1- 1 2 2 Fringe 2 1 2 3 2 3 A<. 3 1 1 j<5 1 2 3 1 1 A<. 2 3 u<4 A<' 1 5 Basic (L44+14) 1 1 2 1 1 2 * 4 1 2 * A<. 1 2 3 1 1 2 A<. • 3 1 A<. Core ' * 1 • . 2 . 3 . * . . . . 1 1 . 1 . . 1 . . Fringe 1 * 1 1 1 a<. • 2 1 2 • a<. 1 2 3 a<. 1 1 a<_ • 3 1 a<. GPC (244*10 2 1 2 2 1 2 1 4 1 2 2 1 1 ' 3 1 A<_ 2 4 2 1 ' 3 Core ' . * . . . . . ' . . . . ' . . . ' . . . . . Fringe 1 1 2 2 1 2 1 4 1 2 2 1 1 A<. 3 1 A<. 2 4 2 1 * 3 6$9T S 9
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0 ~ ~ 6-J(SN-1997 09: 59 VOLFEB:115 DRI:372-60 RJR SEGMENTATION STUDY ; FEUALE SMORR4 AOED 25-34 Table 11 Page 11 Demoqraphics : Market Total NT NF ST SF IIiT ENT Ilq r ERF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Canc 40 Other 20 Cava 56 Other 18 Canc 66 Other 46 Canc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colw= RARf>Versus Lower Case 80% Opper 90! A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF HNS I>AH J>A1C AAJ L>AM xDAL IaAO O>AN P>AQ 4>11P R>AS S>Att 2>AII O>AT V>AW W>AV SALES ARFA4: NESA 22 19 17 18 ABCD<3! AG<45 A<10 16 i8 X<25 A<8 a<35 A<33 16 24 19 21 18 16 20 A<13 A<34 32 SSA 29 e<33 e<34 - 26 af22 34 32 a<17 AB<t0 26 27 A<1t 1<28 35 23 29 a<46 AS<39 A<9 26 27 w<25 A<12 24 A<14 b<23 ABc<32 b<23 A<9 a<16 17 24 28 A<36 20 26 27 An<42 Q<17 A<1 a<18 AR<44 24 AT<46 23 27 WSA 26 adE<34 26 24 20 A<12 AF<42 AI<49 A<18 21 29 m<30 A<1t 22 Atl1 34 33 25 31 V<30 A<1! a<19 29 CITY: Atlanta GA (CN24) 7 A<1 ABD<12 b<5 8<8 A<. A<2 A<1 AH<16 A<2 j<9 A<. aL<13 AO<19 a<3 AQ A<. AS<14 a<2 5 4 W<l0 A<. Saltimore YID (F0;38) 4 a<2 3 a<2 ABcD<10 g<7 A<. 5 3 2 2 a<14 8 A<' 4 A<. p<9 4 A<1 3 A<1 A<11 7 Bi*+•+ a}sam AL (PG4) 2 A<. ABDE<6 A<' A<. A<. A<. 3 A<8 A<. A<* A<. A<. AOQ4 A<. A<. A<. AS<8 A<. A<' A<. A<_ A<. Boston AA (PP6) * . . 1 . . . . . 2 3 . . . . 2 . . . Brooklyn NY (QT7) 3 2 A<1 c<t c<5 6 a<1 A<. a<1 aR<7 A<_ am<il 1 2 AnK10 A<. p<11 A<. 4 2 7 a<1 AV<25 Charleston SC (QT41) 3 c<5 A<1 3 3 A<. f<7 3 A<. 1 j<6 A<. 1<5 A<_ 2 A<. AP<23 A<' 4 2 6 m<4 A<. Chicago IL (QT25) 4 A<1 3 B<5 4 A<. 1 3 3 7 2 7 2 3 AtK21 1 A<. 3 6 3 a<9 a<1 aV<16 Cleveland OH (CN16) 5 5 5 A<2 d<8 AG<17 A<. A<. H<6 A<1 3 8 7 A<1 A<1 q<6 A<. S<6 A<. a<2 2 aW<9 A<. Dallas TX (=6) 5 ADE<14 DE<7 A<* A<* A<. AF<19 A<. aH<10 A<. A<' A<1 A<. A<. A<. AO<18 A<. aS<9 A<. A<* A<. A< . 2 Denver CO (F32) 2- A<* ABE<6 2 A<' 2 A<. A<. AH<8 1 3 1 A<. 4 2 a<1 A<. 2 AR<24 1 4 AC A<. Des Moines IA (TLG) 2 1 abe<5 2 A<' 4 A<. 3 5 2 2 1 A<. Ao<10 2 1 A<. aS<6 A<. 2 - 1 a<* A<. Detroit (F19) * . * . . . . . • . . . . . . . . • . . . . _ Ft Wayne IN (DEN2) 1 A<. A<. A<. ABCa<4 A<. A<. A<. A<. A<. A<_ a<9 2 A<. A<. A<. A<. A<. A<. A<. A<. aw<5 A<. Green Bay VI (F26) . 1 A<. A<. A<. ABCD<5 A<_ A<. A<. A<. A<. A<. A<. AL<9 A<. A<. A<. A<_ A<. A<. A<. A<_ AW<7 A<. Honston TX (QT32) 4 C<5 A<_ aC<7 C<5 A<. f<6 A<. A<. A<* AJ<16 aM<13 A<. A<. A<. q<6 A<. A<. A<. a<9 4 W<7 A<. Indianapolis IN (JJS) 2 A<_ 2 ABcE<6 A<. A<. A<. 1 2 AK<10 A<. A<. A<. 4 3 A<. A<. 2 A<. A<7 3 A<. A<. Jackson MS (F21) 4 4 A<1 C<5 aC<9 5 4 2 A<. 5 4 a<13 6 A<. A<. A<. AP<19 A<1 A<. U<7 A<. AW<ll A<_ Jacksonville FL (CN19) 4 A<. Be<5 ABE<9 A<1 A<. A<. A<. H<6 A<12 6 A<. 2 a<1 aN<10 A<. A<. S<6 A<. A<11 7 A<1 3 Fansas City RS (fE14) 2 ACDE<7 1 A<. A<' A<. AF<10 A<. 1 A<_ A<. • A<. 2 A<. AQ<9 A<. 1 A<. A<. A<. a<* A<. Memphis TN (F42) 1 a<' A<. c<2 2 A<. * A<. A<_ 1 3 A<. 3 A<. 1 * A<. A<. A<. n<3 A<. 2 A<_ Nashville TN (CN25) 2 1 A<. AbCE<6 A<. A<. 2 A<. A<. 1 AJ<11 A<. A<. A<. 2 2 1 A<. A<. AU<9 A<. A<. A<. New Orleans LA (F16) 1 A<. 1 b<2 * A<. A<. 6 A<. 3 1 A<. • A<. n<4 A<. A<. 1 2 1 4 A<. 2 Oklahoma City OK (QT36) 3 3 e<4 E<5 A<* 3 3 aitl.1 2 A<. AJ<11 A<* A<1 4 A<. 3 A<. 3 8 A<. AT<14 A<' 1 Oakland CA (OT42) . 22 aCE<6 A<. CE<4 A<. 1 af<7 A<_ A<. 4 4 A<. A<. A<. A<. 6 6 A<. A<. - 4 4 A<. A<. Philadelphia PA (QT13) 2 2 4 2 2 g<7 A<. 5 3 3 A<. A<. 3 5 3 2 A<. 3 8 2 A<. 2 A<. Phoexiix AZ (F3) 1 1 a<• 2 2 A<. 2 1 A<. 2 2 A<. 1<4 A<. 3 A<. 5 • A<. n<3 A<. A<. av<13 Portland OR (CPS10) 3 A<' ABDE<8 A<. A<• 2 A<. AK19 4 A<. A<. 1 A<. aO<8 A<. a<1 A<. AS<10 A<. A<. A<. A<' A<. Raleigh NC (QT20) 3 AmE<8 aa 2 a<1 AG<30 1 2 A<' 3 1 A<. 2 1 4 A<10 3 A<1 2 A<. T<6 A<. 5 Riverside CA (F0;35) . 1 a<. • a<. bd<3 a<. a<. a<. * a<. a<. a<. al<4 a<. a<. a<. a<. * a<.. a<. a<. 2 5 9StL 689Z,~
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'~ 6-JtlN-1997 09:59 Q 31: Lifestyle/Actiaties : Do a lot/a little VOIi2F1':115 DRI:372-60 RJR SEQ4MTYATION STUDY : F*NATS SMOKfR4 AGM 25-34 Tabl.e 41 Pa9a 42 . Total NT Nl ST SF INt FFf 2NF ENd IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc other 40 20 Cauc 56 other 18 Cauc 66 other Cauc 46 47 other - 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 ~- Sig Test Coltmn Pef>Versus Lover Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>A6 G>AF H>A1 I>AH J>AK 2OAJ L>AM 10AL N>lO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV Listen to music on radio/stereo 97 97 AE<99 98 a<94 91 Af<100 98 A<100 98 97 AM<200 A<89 A<100 97 96 A<100 a<99 A<200 97 98 95 87 Rent moei.es 90 87 ARD<96 A<82 ABD<96 81 89 89 Ah<98 A<75 J<91 93 A<97 A0<98 84 88 82 A<96 96 A<76 T<94 AH<100 a<77 Go to the movies 88 ADe<95 ADe<95 A<77 D<88 84 AF<100 90 A<96 A<74 a<81 91 86 AO<97 AC74 A<94 AP<100 A<94 a<96 A<68 T<93 90 82 Buy music CD's 85 80 83 ab<89 87 87 78 77 85 A2K94 83 Am<95 82 A<98 A<94 82 73 AS<91 A<47 88 a<91 86 92 Go to live music clubs 75 76 72 75 79 76 76 A1<87 a<67 76 75 70 A1<85 75 75 79 66 74 67 u<80 a<66 80 72 6o to music concerts 71 D<77 DCI6 A<61 D<73 A<52 AF<86 A1<89 72 A<59 a<62 am<82 67 A<83 71 76 80 As<80 63 a<64 A<55 71 81 -Go to dance clubs 70 AC9<82 A<58 c<69 aC<77 76 A<85 A<40 H<64 a<61 aJ<77 74 a<79 65 65 a<78 AP<97 A<57 59 65 75 AW<82 a<54 Go to neighborhood bars 66 a<59 68 b<69 66 A<24 F<71 76 66 68 69 AM<82 a<55 68 65 a<56 68 aS<73 a<49 72 62 v<70 a<48 Use credit cards 66 a<58 67 61 ABD<76 68 a<55 57 71 A<54 J<70 A<80 73 AO<87 62 58 59 AS<75 A<35 62 60 A<76 78 Play pool/billiards 66 ACaE<79 63 E<69 A<54 64 AF<85 aI<78 58 72 66 m<66 A<46 57 69 A<81 75 65 55 70 69 A<51 V<68 Go to comedy clubs 65 ACDeG79 A<53 C<66 C<69 55 AF<88 A<45 a<56 59 aj<74 74 65 66 59 A<77 A<86 S<59 A<24 62 72 69 70 Go to coffee shops/coffee houses 65 D<68 63 A<54 AbCD<78 60 70 66 62 R<62 A<43 a<78 A<79 a<76 67 71 56 S<70 A<35 U<60 A<43 A<80 69 Go to boaling alleys 60 58 55 59 Ac<68 A<32 F<68 50 57 62 54 63 A<71 a<71 a<70 58 59 54 61 57 63 AW<72 49 Go to sports bars 59 ACDE<81 A<50 ACE<66 A<43 69 Af<86 A<38 h<54 55 AJ<80 A<36 a<47 54 A<45 A<84 72 a<50 50 AU<73 55 A<43 a<39 Camping 53 46 bG59 51 55 A<27 F<53 AI<72 53 56 45 47 60 A<66 55 47 46 56 a<70 53 49 v<58 a<38 Visit muse~/art galleries 49 ADE<62 aDeG56 A<39 43 A<69 a<.59 56 56 43 A<35 M<56 A<34 A0<85 a<61 A<64 53 AS<61 a<32 A<29 aTG58 a<39 vC59 Shop in vintage clothing stores 47 ADE<63 aDE<54 A<39 A<37 A<65 A<62 59 53 K<47 A<27 M<50 A<28 AO<70 47 A<63 60 a<56 45 u<43 A<30 A<36 41 Play bingo 38 33 A<30 39 ABCd<52 37 31 A<14 H<36 k<45 32 a<51 A<52 35 AN<55 31 38 A<29 37 37 42 A<51 53 Fishing 32 C<34 A<20 C<34 AC<42 29 36 1<33 A<15 37 30 41 a<42 A<14 n<29 32 44 A<14 R<46 au<39 25 A<42 40 Ratch/listen to NASC.AR events on 31 C<38 A<18 iCC38 C<32 A<47 34 25 A<16 35 A<41 41 26 A<17 n<32 a<40 28 A<19 A<15 AU<44 26 34 23 radio/TV - Attend MSCAR racing events 27 CeG32 A<16 ACE<41 a<21 a<41 29 A<6 aHC20 AR<51 28 18 24 A<15 N<37 35 23 A<17 A<11 AU<49 27 21 23 Attend tractor pulls or monster 26 ACd<36 A<15 c<24 aCd<34 23 Af<40 i<25 A<12 k<30 A<17 24 A1<40 A<10 19 a<37 30 A<16 A<11 aU<34 A<6 a<35 28 truck events . Follow motorsports events by reading 24 C<23 A<12 A8(E<36 C<23 26 22 A<4 AH<15 A<39 a<32 A<11 L<32 a<15 27 23 23 AQ2 a<ll AU<45 20 23 27 newspapers or magazines Attend drag racing events 23 C<28 A<16 c<24 c<26 24 30 A<9 18 24 24 18 a<32 A<12 16 AQ<34 A<5 18 A<8 aU<31 A<ll 26 26 Play golf 22 ACE<30 18 cEC26 A<15 AGG56 21 i<29 A<14 ALCG34 a<15 A<11 18 a<14 aN<31 a<30 30 17 20 26 24 A<12 27 Attend motorcycle rallies 19 15 A<13 bC<23 abC<26 A<8 17 A<6 h<16 a<27 19 29 24 14 20 q<17 A<5 A<12 17 AU<28 15 23 A<39 Participate in fishing tomnaments i8 c<22 aG13 CCl2 16 19 23 i<22 A<10 Ak<27 16 11 19 A<7 NCL1 19 a<32 A<8 aR<35 AU<29 AG1013 v<29 Hunting 16 e<15 eQ3 A8CE<27 A<6 19 13 10 14 Ak<32 21 A<3 A<9 13 23 15 15 13 11 A<29 a<24 A<4 16 No mentions • . 1 . . . . 2 . . . . . . . . . 1 . . . . . ~ LBTL 689IZ-l 9
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6-JUN-1997 09:59 VOLREF.115 DRi:372-60 RTR SEGNOTATION STUDY : FEMAI£ SMOMM PaW 25-34 Table 47 Page 56 Q.la: Brand Familiarity : Brand Impression Total PT NF ST SF INT ENT II7F -b17F IST EST ISF ESF ENFP ISTJ .... NT..... .... HF..... .... ST..... ....SF.._.. - Ca+x Other Caax Other Cauc Other Cauc Other Sang+le Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Siq Test Col~ 8t£>Versvs Lower Case 80% Upper 90e Camel A B>ALT)E 20 24 C>ABDE 20 D>ABCE 16 E.>ABCD 20 F>AG A<9 G>AF aF<30 H>AI 16 I>AH 22 J>AIC AQ1 4UAT j<22 L>AM 17 M>AL 22 N>AO 17 O>AN 17 P>AQ 22 Q>AP 31 R>AS 21 S>AR 16 T>AU A<12 U>AT t<23 V>AW 21 W>AV 13 Winston 18 A6 ABDE<35 A<6 ffiK20 A<. Af<7 A6 AH<46 A6 A<8 16 22 A0<40 A<6 Aq<7 A<l A<36 29 A<5 A<8 W<23 A<6 Marlboro 9 6 7 ab<13 10 12 A<4 11 6 10 a<15 A<3 L<15 9 15 A<4 P<15 6 11 7 AT<23 10 7 Marlboro Menthol 19 20 16 21 18 A6 FQ6 18 16 kd5 16 19 17 20 An<37 21 18 16 18 20 23 15 30 Salm 17 a<11 15 17 8<22 A<7 13 aI<30 A<10 20 13 27 18 A<8 AN<30 11 13 S<19 Act 17 166 aW<25 8 Newport 22 a<15 ABE<31 bE<23 AO.3 AQ £<20 28 A<33 19 29 16 A<11 A<40 27 Q<19 A<l AS<36 13 17 AT<34 aW<15 A<1 Doral 13 10 DG17 A<8 d<16 A<2 FG13 9 a<20 A<4 j<13 A<. AL<27 13 A<6 A<7 P<25 17 16 A<8 9 15 20 GPC 15 11 A8D<24 A<6 D<17 16 9 21 A<25 A<4 A<8 A<. AL<29 AO<45 A<6 a<9 18 AS<29 A<3 A<3 t<ll 18 14 Basic 14 A<6 aB<19 b<13 B<15 9 A<5 A<2 AEK25 13 14 A<1 AL<25 Ao<33 19 A<3 P<18 16 Ar<32 15 10 13 24 Doral Menthol 13 A<5 aB<18 B<15 11 A<3 A<5 20 17 9 aJ<21 14 9 AO<31 14 A<5 6 18 17 10 AT<23 9 19 GPC Menthol 15 A6 B<I8 a3<19 B<14 10 A<3 A<7 aE<22 18 a<22 A<5 L<21 A<39 A<26 Aq<6 A<. 18 17 12 AT<33 13 20 Basic Menthol 12 9 eG14 abEU.6 A<7 10 8 A<. aH<20 13 A<21 A<3 9 Ao<31 18 10 A<3 14 14 13 At<23 A<6 8 NET: Basic ' 1 . . . 3 1 . . . . . . . NET: Doral/GPC/Basic (IaA 29 24 ABDE<43 A<21 27 A<17 26 28 AH<48 A<18' 25 AQ AL<45 AO<53 27 A<15 AP<.54 A<43 42 a<22 A<19 26 33 NET: Doral/GPC/Basic Menthol 21 A<10 B<24 aB<26 b<20 a<11 A<10 22 24 24 28 16 23 A<39 A<33 A<12 A<6 24 22 21 At<34 20 21 NET: Doral/GPC/Basic 38 a<30 ABDE<50 35 34 A<19 f<34 41 A<53 A<28 j<42 A<17 L<46 Ao<58 40 A<23 aP<56 A<50 49 a<31 42 32 44 None of these 40 0<44 A<32 C<44 41 Ag<57 40 i<46 A<27 a<48 40 44 39 AG19 A<26 AQ<54 A<7 A<30 41 AU<56 A<23 38 54 t97L 589'C
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I 6-JtN-1997 09:59 . Q.20: 27et Dooraay Rating (Top-2 Box Less Bottom-2 Box) • VOLREF:115 DRI:372-60 FJR SEC7MElPfATIOia STUDY : RE.mr-*' SMOEpR.S AGm 25-34 • Table 38 paqe 39 Total aT 1aF ST SF IlvT El7T IlaF ENF IST EST ISF ESF EliFp ISTJ ....MT..... .... NF..... .... ST..... .... SF..... Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cano 40 Other 20 canc 56 Other 18 C.ava Other 66 46 Cave 47 Other 27 Re;.ghted Sase 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 _ 53 12 41 22 43 9 Sig Test Co7.vmm Ref>Versuv Lower Case 80! Upper 90! A 8>ACDE CQABDE B>ABCE E>ABCD F>AG G>AF FDAI UAH J>AK AA7 IJAM DDAL 1Q>A0 O>AN P>AQ Q>AP ROAS S>AR T>At7 V>AT V>AW W>AV Spontaneity/FYee 33.93 D<40.76 D<40.94 Ad4.33 DG43.41 42.86 40.02aQ0.74 51.92 23.32 A<2.90 47.63 40.49 0<45.49a<10.95 38.31 49.86 50.26a<-0.17ttQ6.82A<-8.45 47.54 23.97 aH< aS< Friends/Family/Supportiee 47.33 a<34.18 41.34 40.54 73.38 49.63aQ8.76JK15.92h<50.58a<30.18j<53.71a<7 4.99A<72.27 39.64 38.19 q<42.89 A<1.77 44.85 25.84AQ7.64 64.04 79.48 44.59 ABCD< aT< AN< Practical 5.98 A<-40.05 S<10.71 B<-3.75 48.06 -54.21 -35.07 -64.40 38.03 -1.77 -6.27 82.29aG24.40 11.66 10.19A<-49.20P<-5.94 8.17 21.90 -16.73TQ9.91A<49.64a<40.63 ABOD< A< A< A< AH< - AlfC A< teadership/Cc¢itrol -12.09 AcE<6.79 e<-16.12 AE<0.87 A<-37.57 9.49 5.84 -43.28i<-6.24 -12.60 17.99 -40.45 -35.58 -8.28 - 11.74 a<7.68 3.48s<-9.71 -44.37 13.56 -22.27 -52.74 33.78 A < Aj< a< A< a< AV< A< AV< s°r-/Edg- -20.82 E<-11.85 e<-20.04 E<-12.04 A<-39.45 -36.97f<-3.02 -29.85 -16.47 -8.86 -16.09 -55.21 -28.56 -8.14 - 17.59 -17.94a<10.85S<-9.92 -64.63AV<0.54 -34.97 -42.56 -24.82 A< A< A< Cynicism/pessimi.sm -9.07 -7.71 d<-3_35 a<-17.43 -7.21 -2.81 -9.43 -12.51 -0.02 -27.47J<-4.67 -24.65a1<4.84 ao<8.52 - 13.42 -17.40 28.39ASG5.39 -41.89 -15.70 -20.58 W<1.66 -48.94 A< AP< A< A< The Dreamer/Optimism 6.43 -1.71 34.56 A<-11.96 -0.13 -38.78F<11.32 15.98A<41.31 -2.32 -24.23 18.28 -12.85 a<32.56a< 28.09 -8.04 21.85AC29.19A68.21 -19.02 0.90 W<8.36 -40.05 ABDE< A< A< a< A< A< Ixxli.vidualism/Tlx Rebel 5.48 -5_34ABE<27.60 E<12.20 A<-21.72g<22.04 -14.97A<40.40a<22.94 19.85 2.48 -9.35 -30.27a0<29.68 -8.09A<-20.30 50.36a<20.63 58.33 15.41 6.36 -25.47 -4.07 a< A< AP< Ar< A< Image Conscious/Materialism -33.31 -28.27 a<-43.55 -31.53 c<-26.65 -38.63 -24.63 -64.99 -35.75 -34.71 -27.49 -17.48 -32.99 -10.55 -59.12 -26.49 -34.90 -36.73 -73.59 -21.61 -49.62 -29.62 -12.67 A< H< AO< A< S< A< aV< a< Self-indulgexceJ'Me' 30_50 22.39 a<16.75abC<41.41 c<40_93 34.21 18.23i<44.18 A<6.78 51.17 29.01 71.76 19.62 15.94n<46.39 20.40 29.80a<16.93 15.94 40.79 42.56 35_90 a<64.57 Ak< AM< Discovery/Change 16.27 14.08AbD<35.29 A<-1.64 15.81 29.75 8.57 71.67 22.07 5.61 -10.86 47.18a<-5_87 7.41 -2.18 6.53p<42.18A<39.49 16.80A<-2.00 -0.98 11.91 34.17 AI< A< aM< Altruism 22.49 A<-3.16 A<1.48aBC<34_36 54.66G<30.46 -14_98 -15.18 a<7.54A<41.84 24_84A<69.12a<44.66 A<-5.18 46.85 A<-6.46 9.12A<-4.47 27.71 33.39 36.13A<53.33a<60_88 ABCd< A< A< Ag< "VRTL 62Qr, z
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6-JON-1997 09:59 VOLRQ':115 DRI:372-60 RJR SEQMATION STt/DY : FII9J.E SMOKER.S ACE9 25-34 Table 42 PaQa 47 4-F: Usual Brand Total NT NF ST IST ESl ISF FSF EHFP ISTJ .... IiT..... .... NF..... .... ST..... .... SF..... Satgile Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Caw 40 Other 20 Caw 56 Other i8 Caw 66 Other Caw 46 47 Other I7 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test CoIum Re£>Versas Lower Case 80% Upper 90% Utltra Lov Tar/Lights 85= B>ACI)r CNIBDE D>AHCE E>ABCD F>AG G>AF H>AI I>AH J>A1C AAJ L>AM 1DAL ID•AO O>AN PN1Q Q>AP R>A8 S>AR T>AU II>AT V>Ap W>AV 100mm+ . . . . . . . . . . . . . . . . . . . . . BASIC (IAHMY 1 2 1 1 2 • 4 1 2 A<. 2 3 1 1 2 A<. • 3 1 IK. BASIC (!AA 1 1 2 * 1 2 * 1 a<. * a<• 1 2 a<• 1 1 2 a<. * a<• 1 az. Full Flavor * ` 2 . • . 1 1 . • . . . 85- • . r . . 2 . . ` . ' . . • . 1 . • . • . . . l00mm+ • • . . . . * . . . . . . . . . 1 . . . . . . Loa Tar/Lights 1 a<. 2 a<. 1 a<. a<. 4 1 a<. a<. a<_ 1 1 a<. a<. a<. 2 a<. a<. a<. 1 aC. 85= 2 . . . . 4 1 . . . . 1 . . . 2 . • . . . lOOmm+ . . ~ . . . . . . . i . . • . . . . 1 Utltra Low Tar/Lights . . . . . . . . . . . . . . . . . . . . . . 85= 100=. BASIC MENTFiOL • _ . 1 2 . . . . 3 . . . . . at<3 . . Full Flavor . ' . . . . 1 . . • . . 1 . . 85mm 1 l00mm+ Low Tar/Lights . 1 - - - - - 2 3 3 85mm . 1 . . . . . 2 . . . . 3 . . . . . 3 . . 100mm. Utltra Low Tar/Lights 85mm 100.m+ . . . . . . . . . . . . . . . . . . . . . . . GPC <NM*t41 2 1 2 2 1 2 1 4 1 2 2 1 1 • 3 1 A<. 2 4 2 1 GPC <LAf) 1 1 2 1 1 2 1 4 1 2 1 1 1 * 3 1 A<. 2 4 1 1 3 Full Flavor 1 1 1 1 2 1 * a<. 1 • 1 1 a<. 1 a<. * a<. • a<• 85mm 1 + 2 1 100mm+ 2 1 Low Tar/Lights 1 a<. 1. 1 • a<. a<. 2 1 1 1 a<. a<_ 2 a<. a<. 1 4 1 1 a<. 3 85= * 1 . 2 1 100mm+ 1 a<. 1 1 * a<. a<. a<. 1 I 1 a<. a<. 2 a<. a<. a<. 4 1 1 a<. 3 Utltra Low Tar/Lights • . . . . . . . . . . . . . . . . . . . . . . 85mm . . . . . . . . . . . . . . . . . ' - ' • 100m.+ Z6 rL 68 965
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9 0 0 6-JUR-1997 09:59 VOldOQ•:115 OfL2:372-60 RJR SEQEN'PATION STUDY : FPMATE SMORRS A® 25-34 Table 40 Page 41 Q.31: Lifestyle/Activities : Do a lot Total laT 27F ST SF INT IIaT INF FNY IST E.4T ISF ES£ E2g'P ISTJ ....1P1..... .... lg'..... .... ST..... ....SF..-.. Canc Ofher Cauc Other Cauc Other Canc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 809 UPper 90! A B>ACT1E C>ASDE D>ABCE £>ABCd H'>PG GQAF tDAI I>AH J>AK 10AJ L>AM LDAL N>AW O>ALP P>AQ 0>AP R> AS S>AR TNiU U>AT V>AW tnAV Listen to music on radio/stereo 78 74 AbD<85 a<73 79 68 75 a<66 AH<92 A<62 AJ<87 82 77 a0<87 A<63 73 74 a<84 A<90 a<71 77 W<84 A<59 Rmt movies 62 61 A<51 58 ABCD<79 a<47 f<66 1<72 A<44 58 59 a<73 A<84 A<43 N<64 Q<69 AG32 A<44 AR<81 M48 AT<77 AA<84 59 Buy music CD's 43 aC<52 A<27 ACE<54 C<41 Ag<67 47 A<23 AH<32 A<55 a<52 37 44 37 49 50 a<57 A<29 A<20 aG50 A<62 40 46 Use credit cards 36 AC26 aB<42 bC37 35 34 A<24 37 a<44 a<28 AJ<48 a<25 1<42 AO<65 A<23 aC27 a<23 AS<49 Atl.4 35 40 n<38 AG20 Go to the movies 34 ACD<45 31 A<27 d<38 38 A<47 24 33 AC25 30 34 41 33 29 a<44 46 A<25 AR<53 AG20 T<42 38 40 Go to dance clubs 28 ACde<43 AG13 C<31 C<30 26 AF<48 A<6 AhG16 24 AJ<39 30 30 A<16 27 aG37 AP<65 A<11 24 27 a<37 31 25 Go to live music clubs 25 AC<34 A<19 25 25 18 AF<40 A<5 H<24 25 25 21 28 28 a<37 AQ<38 19 a<19 18 25 25 25 28 Go to coffee shops/coffee houses 24 21 a<18 22 ABCDG37 aG<38 a<15 A<7 H<23 K<30 A<12 A<41 a<35 30 An<45 19 29 20 A<11 A<16 T<3 3 A<37 a<40 Go to sports bars 24 ACE<37 A<17 CeC18 19 A<3 AF<49 A<4 H<21 22 Aj<35 18 19 29 25 A<38 32 a<17 16 30 23 aQ6 29 Play pool/billiards 24 ACE<34 A<ll ACE<35 a<17 33 a<34 AC2 AH<14 Ak<41 28 20 A<15 27 AN<50 AQ<41 A<8 A<11 A<10 A<36 A<35 a<t7 19 Go to neighborhood bars 23 acIK31 21 19 23 A<5 AF<40 20 22 A<11 JQ8 aM<37 A<13 26 17 28 A<41 22 17 U<23 A<11 22 27 Go to music concerts 22 23 AdE<30 20 A<14 a<13 fC16 A<7 AH<39 17 24 M<27 A<5 Ao<40 25 19 p<36 As<33 18 21 19 A<1 0 V<35 Go to comedy clubs 20 24 20 17 20 A<4 aF<30 A<6 H<25 a<13 j<23 18 21 Ao<36 20 aQ<28 A<6 21 14 A<11 aT<28 19 24 Caaping 20 18 23 20 16 12 20 25 22 Kd6 A<12 17 15 a<30 26 qC21 A<8 19 Ar<39 u<24 a<12 14 24 Shop in vintage clothing stores 16 17 ADE<25 A<10 13 AG<33 11 17 A<28 a<il A<9 M<22 A<6 AO<38 17 q<19 a<8 AS<29 10 A<10 11 A< 10 vC26 Visit museims/art galleries 15 17 aDe<21 a<10 11 AC*G42 a<8 A<30 17 11 a<9 a<8 14 21 17 17 16 a<22 16 A<2 AT<25 A<8 aV <30 Fishing 14 10 A<7 ABC<23 C<17 14 9 a<7 A<6 Ak<28 16 17 17 A<. N<18 11 8 AU. AR<33 A<26 18 15 a<29 Go to bowling alleys 14 a<8 a<9 14 ABCd<23 A<3 £<10 A<5 11 11 18 16 A<27 8 16 8 8 a<8 14 A<4 AT<32 A<23 21 Play bingo 13 A<4 a<8 B<13 ABCD<25 A<5 A<4 AQ H<11 15 10 A<30 a<21 A<5 AN<23 A<t PC16 S<10 A<1 11 16 A<24 a<30 f7atch/listen to NASCAR events on radio/TV 10 C<10 A<2 AbCe<18 C<11 14 8 A<1 A<2 Ak<23 12 7 13 A<3 AN<22 9 13 A<2 A<. Au<22 12 9 16 Attend tractor pulls or monster truck events 9 C<9 A<2 C<12 aC<14 11 8 A<1 A<2 AK<17 a<5 9 A<18 a<4 n<14 QQ2 A<. A<2 A<. AU<16 a<4 aw<16 5 Follow motorsports events by reading nerwspapers or magazines 8 6 A<2 ABC<14 c<9 8 5 A<1 A<3 Ak<18 9 a<2 L<13 6 an<15 a<4 12 As<3 A<. AU<18 8 8 11 Attend motorcycle rallies 7 A<2 a<4 AECe<13 b<7 A<2 A<2 A<1 5 Ak<17 8 a<14 A<2 . 9 a<14 A<2 3 A<3 8 AU<17 6 7 6 Attend drag racing events 6 A<2 A<1 ASCE<16 4 g<8 A<* A<. A<2 AIK22 8 7 a<2 4 an<13 a<3 A<. A<2 A<. AU<21 5 A<1 aVG21 Play golf 6 AcDE<14 6 a<3 -A<2 AG<29 9 A<1 H<9 A<* J<7 A<* 4 5 A<1 AQ<17 3 7 4 A<* T<9 A<. v<13 Attend 27ASCAR racing events 6 A<1 A<2 ABCE<].4 5 A<2 A<1 a<2 A<2 A<17 10 7 4 4 an<13 A<1 3 A<2 a<2 10 At<20 a<3 av<18 Participate in fishing tournaments 6 6 a<3 c<8 6 A<. F<8 6 A<2 9 7 7 6 4 Aa<14 6 5 A<2 9 10 6 a<2 AV<23 Hunting 5 e<7 4 E<8 AG'L 9 7 A<. H<6 10 6 A<* 4 12 A<15 Q<9 A<. S<6 A<. 7 11 A<1 6 9$5L 58°~~
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6-JUN-1997 09:59 Q.1, la: Brand Familiarity : Brands Ever Tried + Brand Impression VOLRF.F:115 ffi22:372-60 RJR SEGMWY'ATZON STOD7 : FFQ*-* SMOPCEtS A® 25-34 Table 48 Paeje 57 Total NT NF SF INT IIiT IPF FNF 1ST E.ST ISF ESF PNFP iSTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 ,34 40 cam 40 Other 20 Cauo 56 Other 18 Cavc 66 Other 46 Cado 47 Other 3 7 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 . 9 Sig Test Coltm Ref>versus Lower Case 80% Ohper 90% A B>ACD£ CpABDE D>ABCE S>ABm FhAG ®AF FDA1 1>AH J>AK AAJ LNaf bDAL N>AO O>AN Y>AQ Q>AP R>AS S>AR TNW II>AT V>AN W>AV Camel 64 69 66 62 59 A<21 AF<86 69 65 63 61 59 59 55 60 AQ<77 A<39 67 62 tK68 A<51 W<63 A<40 Winston 60 59 63 55 61 A<39 F<66 62 64 k<61 A<47 66 57 a0<72 a<48 62 47 aS<68 a<43 54 56 AW<70 AG19 Marlboro 46 a<37 B<52 bG48 43 47 A<33 a<34 AFi<58 44 53 A<20 AL<59 Ao<77 A<62 a<37 37 ASG.57 A<28 aII<55 a<37 41 52 Marlboro Menthol 46 A<35 b<48 45 B<52 AQ3 F<43 46 49 k<51 a<36 48 55 A<69 A<62 A<33 43 47 53 A<36 AT<60 a<55 38 Salem 46 44 46 43 51 At23 F<52 ai<59 41 a<36 J<52 45 55 0C55 39 40 ap<60 SG50 AC27 a<39 t<52 46 AV<75 Nenport 44 AcDE<59 e<46 40 A<33 37 AF<67 35 50 A<29 AJ<55 37 A<31 o<52 37 AQ<65 37 46 46 A<33 aT<54 a<35 a<27 Doral 42 40 41 47 40 A<13 F<50 aC29 h<45 48 46 a<28 1<48 48 46 38 48 39 48 47 47 40 41 GPC 44 a<35 ABDE<56 42 a<36 A<25 39 46 A<60 46 37 AC11 L<46 AO<66 42 37 a<29 A<55 a<60 38 50 A<32 V<55 Basic 44 A<34 8<48 42 B<49 a<31 35 A<25 A8i66 44 40 AC24 AL<67 AO<61 41 a<33 35 45 ar<62 43 42 49 50 Doral Meathol 21 A<8 8<21 AB<29 B<22 A<3 A<9 24 20 25 A<34 aM<33 a<14 A<36 A<38 A<7 A<9 21 22 24 At<37 20 27 GPC Menthol 21 AU.1 BCL5 ABe<28 18 18 A<8 a<13 aH<30 23 A<34 a<11 22 A<43 a<31 A<8 19 21 AR<43 21 AT<40 a<t5 28 Basic MPSithol 19 A<9 BC20 aB<24 b<18 11 A<8 A<5 aHC16 18 AJ<33 14 22 A<32 23 A<10 A<3 16 AR<38 21 A<30 17 24 NET: Doral 47 45 42 c<52 47 A<14 F<56 A<31 h<46 54 49 42 51 49 55 43 51 40 51 50 a<57 48 44 NET: GHC 46 A<36 ABdE<58 be<47 A<36A<26 39 51 A<61 51 42 A<21 L<46 Ao<66 49 38 a<29 A<56 A<67 41 AT<58 A< 32 V<55 NET: Basic 47 A<36 B<51 45 8<53 A<31 38 A<28 AH<59 47 43 A<28 AL<69 AO<61 42 a<37 35 48 a<62 44 48 53 50 NET: Doral/GPC/Basic t2A2) 65 A<55 ABDe<77 A<57 66 A<35 F<62 55 AH<85 60 A<54 A<40 AL<84 AO<80 60 a<53 62 A<78 73 A<55 60 66 68 NET: Doral/GPC/Basic Manthol 33 A<16 B<32 aB<38 aB<40 A<18 AU.5 29 33 34 a<42 40 40 a<45 A<47 A<13 23 28 aR<50 31 AT<51 40 40 NET: Doral/GPC/Basic 69 A<58 ABD<80 A<61 BD<74 A<35 F<66 61 AH<87 65 A<57 58 AL<85 Ao<81 67 A<56 65 A<81 79 A<56 T<72 75 68 None of these 2 1 2 ABE<5 A<_ 3 A<_ 5 1 5 6 A<. A<. 2 a<8 1 A<. 1 8 4 a<7 A<. A<. 7-07L 689?c
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6-JVlt-1997 09:59 VOIFEF:115 DR2:372-60 RTR SEGNENTATION STUDY : FEFRLE SMOlG32.S AGPa 25-34 Table 49 Page 58 O.F 1: Brand Familiarity : Vsnal Brand + Brands Ever Tried , Total NT NF ST SF IlPf EIPf INF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Casx 56 Other IS Casx 66 Other 46 Casu 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 _ 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn FSef>Versus I,over Case 808 VpprS 90! A B>FCDE CNiHE D>ABCE E>ABCD F>AG G>AF H>AI I>AH J>AR AAJ L>AM ADAL N>A0 O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT V>AW W>AV Camel 50 48 e<53 EG54 a<41 AU.6 F<59 54 53 57 51 46 a<38 55 50 - Q<57 A<15 55 46 Au<59 45 .rC44 A<27 Wins*m 46 AC<57 A<29 AC<54 C<47 46 A<61 aI<61 A<18 A<58 49 53 44 A<31 45 A<60 48 A3<33 AQ4 A<55 52 W <53 AG'11 Marlboro 79 D<84 aD<85 A<70 d<80 A<62 AF<91 a<68 AB<91 B<77 A<62 80 80 o<86 a<71 AQ<91 A<54 AS<90 a< 64 U<82 A<48 W<85 Af56 Marlboro Menthol 27 A<15 B<32 b<24 aBd<34 A<8 a<18 28 33 26 21 28 a<38 A0<49 25 A<12 25 31 35 A<16 aT<38 AW<4 0 A<8 Salem 35 37 36 35 34 A<22 F<43 31 37 A<22 AJ<53 A<17 aL<45 AO<51 A<17 33 AP<55 36 34 33 41 a<27 AV<6 7 Newport 36 ACDE<58 A<28 33 31 A<70 A<54 27 a<28 29 37 31 31 29 37 A<56 A<69 A<19 AR<64 A<24 AT<48 A< 23 AV<69 Doral 31 31 aQ6 AbCE<41 26 A<16 F<36 22 27 A<45 36 30 a<22 37 a<41 33 24 a<24 33 A<43 38 25 26 GPC 30 25 E<35 ABE<38 A<20 A<10 F<30 30 36 Ak<44 30 22 A<18 a<21 N<.39 Q<29 AQ1 29 AR<61 37 a<40 A<1 5 V<43 Basic 31 28 31 29 35 24 30 27 33 32 26 22 AL<44 29 aC22 31 a<18 31 31 28 33 37 27 Doral Menthol 9 A<3 A<3 ABC<16 BC<13 A<2 A<4 5 A<3 aQ6 a<16 AM<24 5 5 ANC24 A<3 a<3 A<3 6 A<17 15 13 10 GPC Menthol 7 6 8 e<9 a<3 7 5 6 8 5 Aj<13 7 A<l 4 5 A<2 aP<19 a<3 AR<26 10 8 A<2 8 Basic Menthol 7 A<- 8<6 B<9 aB<12 A<1 A<• 5 6 7 12 11 13 A<1 N<9 A<` A<. A<2 AR<24 8 11 11 16 NET: Doral 35 33 a<28 AbCE<46 33 A<18 F<39 a<24 30 Ak<51 38 m<43 a<26 42 A<49 35 26 A<27 35 A<45 a<47 35 26 NET: GPC 32 29 E<36 AbE<40 A<20 A<17 f<33 30 38 Ak<45 33 22 A<18 25 n<40 29 28 30 AR<61 38 a<43 A<15 V<43 NET: Basic 33 28 32 33 39 24 30 30 33 37 29 27 A1<47 29 28 31 A<18 32 31 29 t<42 39 37 NET: Doral/GPC/Basic (2a1)- 50 a<42 ABd<59 49 48 A<26 F<48 A<33 AFK68 53 44 41 53 a<62 51 44 a<36 57 a<66 49 48 48 47 NET: Doral/GPC/Basic Menthol 15 A<8 A<9 aBC<20 aBC<22 11 A<7 10 a<9 21 19 a<28 17 A<6 AN<27 A<4 P<22 A<5 aR<31 20 20 a<22 21 NET: Doral/6PC/Basic 56 A<46 B<61 55 b<59 A<29 F<52 A<36 AH<71 61 49 59 59 a<67 61 a<46 47 60 68 52 61 60 57 None of thesa ~ 1 . . . . 1 . . . . . _ . . 1 . . . _ . . . '10ZL 58p1S 9
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• Q F G B d C /BYi Table 45 Ys" s3 . , : 1Cey ran ore nqe Total NT NF ST SF FSF IST EbT ISF FSF ENFP ISTJ ....N2..... .... NF..... ---- ST..... ....SY..... Canc Other Cauc Other Casx Other Canc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 . 23 32 9 53 12 41 22 43 9 Siq Test Colsmn Ref>versus Lower Case 808 IIpper 908 A 8>ACOE C>ABDE D>ASCE E>AHCD F>lG ®AF F>AI I>AH J>AK K>AJ IJAM 1DAL N>AO O>AN P>AQ Q>AP R>AS S >AR T>AII II>AT v>AW W>AV Marlboro HIS 42 AcDG53 40 A<34 d<47 AC27 AF<62 44 39 3K43 AQ4 AM<62 36 A<18 A<24 AQC58 32 39 47 a<34 35 Aia<5 4 AQ.1 Core 11 8 abd<15 7 10 A<. F<11 A<. AH<21 A<3 J<13 A<. L<17 0<18 A<4 a<5 p<18 AS<19 A<. 7 9 W<i2 AK. Fringe 32 ACD<45 A<25 a<27 cd<37 27 AF<51 I<44 A<18 aB<40 AQ0 AM<62 A<19 A<. A1PQ0 AQ<53 A<15 AQ0 aR <47 27 26 aW<42 A<11 Camel NM 4 3 4 ae<6 2 4 2 a<1 4 3 AJ<11 3 a<1 7 2 2 7 5<4 A<. 3 At<12 3 A<. Core 2 aC 2 b<3 1 2 A<. 1 3 1 5 2 A<. 4 1 1 A<. s<3 A<. 1 5 1 AC. Fringe 2 2 1 4 2 3 2 A<. 1 2 aj<6 2 1 3 2 1 7 1 A<. 2 a<7 2 A<. Winston 4 3 A<1 C<5 C<6 7 2 3 A<. 2 aJ<10 3 9 A<. 3 4 1 A<1 A<. 7 3 6 8 Core 2 A<. A<. BCQ bc<4 A<. A<. A<. A<. 2 4 A<- aL<6 A<. 2 A<. A<. A<. A<. 3 1 3 8 Fringe 2 3 a<1 3 . 3 7 2 3 A<. a<1 aJ<6 3 2 A<. 1 4 1 1 A<. 4 2 3 A<. All Other Fall Price NM 11 a<7 A8LK20 A<3 D<13 A<. F<9 A<. AH<27 A<3 A<3 A<3 aL<20 AO<33 Ad Q<9 A<. AS<25 A<. AU<5 A<. 13 13 Core 5 7 5 3 5 A<. F<9 A<. H<7 3 3 3 7 Ao<14 5 Q<9 A<. S<7 A<. U<5 A<. W<6 A<. Fringe 6 A<. ABD<15 A<. BD<8 A<. A<. A<. AH<20 A<. A<. A<. aL<14 AO<19 A<. A<. A<. AS<18 A<. A<. A<. 7 13 Salem 6 4 5 ab<9 5 6 3 3 6 6 Aj<13 A<. L<8 4 8 3 7 4 8 au<11 5 W<6 A<. Core 4 aC2 3 a8<7 4 A<. 2 1 4 4 Aj<12 A<. L<7 2 6 a<1 3 3 6 Av<10 3 a<5 A<. Fringe 2 2 1 2 1 6 1 1 2 2 1 A<. 2 2 2 2 4 1 2 2 2 1 A<. Newport 13 14 13 15 11 AG<34 a<7 20 11 k<19 11 11 11 17 AC26 9 AP<33 9 aR<31 a<8 ATC29 A<4 AV<43 Core 7 6 8 7 6 AG<20 AC1 16 6 8 5 11 a<3 7 12 a<3 aP<20 5 AR<23 AC2 aT<5 A<. AV<35 Fringe 7 8 5 9 4 14 6 5 5 a<12 5 A<. L<8 10 a<15 6 13 5 7 6 at<14 4 7 All Other Full Price Menthol 9 a<5 e<8 ABCEQ8 A<3 8 a<4 9 7 A<17 A<20 A<2 A<3 13 A<22 A<3 pGt5 S<9 A<. ALK23 10 A<. V<16 Core 2 A<. A<. -ABC<4 2 A<. A<. A<. A<. 2 a<6 2 2 A<. 4 A<. A<. A<. A<. 4 4 A<. vG10 Fringe 7 e<5 . E<8 ABcE<14 AU. 8 4 9 7 A<15 a<14 A<. A<2 13 A<18 A<3 p<15 5<9 A<. ALK19 6 A<. 5 boral NM 2 1 2 2 2 4 a<' 2 2 1 3 1 2 3 1 2 1 2 1 3 1 1 5 Core 1 * 1 * * * 1 1 . * . . * 1 * . 1 1 Fringe 1 1 2 1 2 3 A<. 2 1 1 2 1 2 3 1 1 A<. 2 1 2 A<* 1 5 Basic 2dd 1 1 2 * 1 2 * 4 1 a<. * a<. 1 2 a<. 1 1 2 a<. ' a<. 1 a<. Core • * 1 . . 2 . 3 . . . . . . . 1 . 1 . Fringe 2 1 _ * a<. 1 2 . a<. 1 1 . 1 GPC 2Af Core 1 1 2 1 1 2 1 4 1 2 1 1 1 ` 3 1 A<. 2 4 • 3 Fringe 1, 1 2 1 1 2 1 4 1 2 1 1 1 A<. 3 1 A<. 2 4 1 1 ' 3 All Other Savings HIAf 4 D<7 3 A<1 D<7 3 8 5 2 a<2 A<. 9 6 4 2 Q<9 A<. a<2 8 A<1 A<1 aW<9 A<. Core 1 1 a<. . 2 . 1 a<_ a<. . _ a<. 3 a<.. . 1 . a<. a<. . . 2 a<. Fringe 3 d<6 3 A<1 d<5 3 7 5 2 2 A<. 9 . 3 4 2 Q<8 A<. 2 8 A<1 a<1 W<7 A<. All Savinqs Menthol 2 1 1 3 3 2 1 3 A<. 3 4 4 3 A<_ 3 1 2 1 2 3 4 3 2 Core 1 1 A<. ` c<3 2 A<. A<_ A<. 1 A<. 4 3 A<. 1 1 -A<_ A<. A<. A<_ 1 3 2 86TL 689tS
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- ' 6-JVN-1997 09:59 6: Second Choice Brand 0 VOLRFl :115 DRI:372-60 RJR SEGMENi'ATION STUDY : FP29vY" SMOKE'RS AG® 25-34 Table 46 Page S5 • Total NT NF ST SF INT ENT INF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... RF..... .... ST..... .... SF...,. Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 catx 40 Other 20 Cauc 56 Other 18 Caoc 66 OLSer 46 Ca= 47 Ot2eir 3.7 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Col=m pef>Versus Lower Case 80% Vpper 90% A B>ACDS C>ABDE D>ABOE E>ABm F>AG G>AF H>AI I>AH J>A1C PO•A.7 L>AM I+DAL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AII V>AT V>AW iDAV Marlboro 18 a<13 bD<22 A<12 aBD<24 A<8 14 14 aQ5 13 aa.3. a<10 AL<34 AO<45 18 q<15 A<4 ASt27 A<. uQ5 A<7 25 21 Camel 9 atE<15 A<5 aCEtl.3 a<6 7 af<18 AC2 7 AlK20 a<5 A<• L<9 A<l ANC22 AQQ9 A<. AQ aR<24 13 13 w< 7 A<1 Basic 9 7 e<12 10 a<6 A<. F<10 11 13 8 13 4 7 6 2.1 0<9 A<. aS<15 A<l 8 14 W<7 A<. Winston 7 7 9 8 6 AGC18 A<. aI<19 5 k<ll a<4 M<14 A<' 8 8 0<9 A<l 10 4 7 9 W<7 A<. Salem - 7 AC1 6 b<7 ABcdQ3 4 AQ 4 7 A<l aJ<14 11 a<14 0<13 AC2 A<l 5 5 1.1 ' 6 7 9 AV<30 Virginia Slims 5 Cd<7 A<1 A<2 AmG12 A<. F<9 A<. AQ A<2 a<2 Am<19 7 3 2 Q<9 A<. A<1 4 a<2 A<1 AW<14 A<. C,PC 4 AcDe<10 D<4 A<* d<4 8 a<11 A<. H<6 A<. A<1 m<9 A<_ A<. A<. Atl.2 6 A<. AR<24 A<* A<. r<4 A<. FCool 3 5 3 3 2 10 3 8 2 A<5 A<. A<. 3 A<. N<8 2 ap<13 3 4 AC aT<8 aG]. 5 Doral 3 1 bE<5 E<4 A<. 4 A<• A<. aH<7 3 5 A<. A<. 3 4 2 A<. 6 2 3 6 A<_ A<. Newport 3 1 1 ABc<6 2 2 1 3 1 3 Aj<9 2 2 2 A<• 1 2 A<l 4 3 ALG7.0 A<• v<12 Cambridge 3 A<• A<• ABC<6 c<3 2 A<. A<. A<• AK<9 1 m<9 A<. a<• 2 a<l A<_ A<• A<. AU<8 1 rK4 A<. Benson S Fiedges 2 1 2 2 4 1 2 4 2 1 4 4 3 3 1 A<. 6 s<3 A<. 3 2 w<4 A<. Harley Davidson 1 A<_ A<. 1 ABCd<5 A<. A<. A<. A<. 1 A<. AM<13 A<. A<. A<_ A<. A<. A<. A<. 1 A<. AW<7 A<. American Spirit 1 A<. ABDE<4 A<. A<. A<. A<. AI<16 A<. A<. A<. A<. A<_ A<. A<_ A<. A<. AS<5 A<. A<. A<. A<. A <. Parliamcsst 1 AmE<5 A<- a<. A<. A<. af<7 A<. A<_ A<. a<. A<. A<_ A<. A<. aq<6 A<. A<. A<. A<. A<. A< . A<. Lncky Strika 1 cd<3 A<. a<. 1 a<. 4 A<. A<. A<. a<. A<_ 2 A<. A<. A<. AP<15 A<. A<. A<. a<. A<. 8 Vantage 1 3 1 • a<. 2 3 3 a<. a<. • a<_ a<. a<. a<. 1 ap<10 1 a<. • a<. a<. a<_ Players . • . 1 . . . . . 2 4 . . . . 8 LLM • . 1 . . _ . 5 _ . . . . . . . 7 More 2 . . . . . 2 Alpine • 1 . . . . 1 . . . . . . . . 1 Merit - • . 1 . . . . . 1 2 . . 1 Mi t s y 2 True NET: Savings Brands 21 21 24 20 18 13 23 A<11 aB<28 21 19. aM<35 A<7 a<13 16 0<24 A<8 21 34 20 20 F7<22 A<. None of these 19 17 18 AbcE<26 A<13 25 15 12 21 23 A<31 A<5 1<18 a<ll n<23 a<].3 aP<36 s<21 A<8 A<30 20 A<10 24 00?4 6ag rS
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6-JVN-1997 09:59 VOLEEP':115 DRI:372-60 RTR SEQ49N'FATION STUDY : FP14t42L SMOR'L2LS AGED 25-34 Table 42 Page 50 al Braad Q F . : su v Total NT NF ST SF INT F2iT INF F1CH IST M ISF ESF F27FP ISTJ .... NT..... .... N£..... .... ST..... .... SF..... Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Caue 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Caw 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co12mn Re£>Versus Lower Case 808 Upper 90% A B>ACaE C>ABDE D>ABCE E>ASCD F>A6 G>AF H>AI I>Afi J>A2C !C>AJ IJAl1 hDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW X>p.V FP MENTHOL 28 24 26 A8C6<43 A<18 AG<48 A<15 32 24 A<42 A<44 A<13 22 34 ANG56 A<15 AP<55 23 39 A<43 A<43 A<10 AV<58 FP M FVLL FIAVOR 18 e<19 16 AcL<26 A<10 ag<31 14 i<27 13 a<26 a<26 A<6 12 18 An<32 14 AP<36 A<12 AR<37 24 A<30 A<4 aV<36 85 13 e<15 12 AcE<20 A<6 16 14 13 12 18 AC23 AQ 9 16 . a<23 11 aP<30 11 16 18 A<25 A<3 V<21 100+ 5 4 5 6 3 a0C15 A<. aI<14 A<1 8 3 4 3 2 n<9 3 6 A<1 AR<21 6 6 A<1 v<15 FP M LOW TAR/LIQiTS 10 A<5 10 ABcE<17 A<5 G<17 A<1 6 11 a<16 A<17 7 A<3 16 AC24 P<19 S<11 A<2 A<19 13 A<1 aV <23 85 4 3 6 2 5 C,<10 A<. 1 h<8 k<4 A<_ 7 3 A<15 6 a<1 8 7 2 A<. T<6 A<1 AV<23 100+ 6 a<2 e<4 ABCE<14 A<. 7 A<1 4 3 A<12 A<17 A<. A<. A<2 AN<18 A<. P<11 s<4 A<. AII<19 6 A<. A<. PP M ULTRA LOW TAR/LIGHTS 1 A<. A<. a<. abcd<4 A<. A<_ A<_ A<. A<. A<. A<. AL<7 A<. A<. A<. A<. A<. A<_ A<_ A<_ av< 5 A<. 85 1 A<. A<. a<. abcd<4 A<. A<. A<. A<. A<. A<. A<. AL<7 A<. A<. A<. A<. A<. A<_ A<. A<. av<5 A<. 100+ TOTAL SAVINGS 10 11 10 8 13 14 10 aI<20 a<6 7 9 15 12 8 9 13 4 9 14 9 7 14 10 SAV NON-MENTHOL 8 10 9 a<5 10 11 9 i<16 6 5 5 11 9 8 6 Q<12 A<2 8 12 6 A<3 11 8 SAV 282 FULL FIAVOR 2 4 2 3 1 9 2 3 1 3 2 1 1 2 4 4 1 2 1 4 1 1 1 85 1 3 1 2 * 5 2 * 1 3 2 1 a<• 1 4 3 A<. 1 A<. 3 1 * 1 100+ 1 1 1 * * 4 • 3 1 * 1 a<. 1 1 a<_ 1 1 I 1 1 * * * SAV 1a2 LOW TAR/LIGHTS 5 A<1 Bd<7 A<2 aBIC9 3 A<* a<14 4 a<2 a<2 11 9 6 a<2 A<1 A<1 6 11 a<2 a<2 a<10 7 85 2 1 2 a<* d<4 3 A<* 7 1 A<. 1 5 3 1 A<_ 1 1 s<3 A<. a<* 1 4 2 100+ 3 A<. BG5 b<2 8<6 A<. A<. 7 4 2 1 6 5 5 2 A<. A<. 3 il 2 1 6 6 SAV 2Af ULTRA LOW TARILIGIiTS 1 AG'DE<5 A<. a<. A<. A<. af<7 A<. A<. A<. A<. A<. A<. A<. A<. AQ<6 A<. A<. A<. A<. A<. A<. A<. 85 100+ 1 PLaE<5 A<. a<. A<. A.<. af<7 A<. A<. A<. A<. A<. A<. A<. A<_ AQ<6 A<. A<. A<. A<. A<. A<. A<. SAV MF27TfiOL 2 1 1 3 3 2 1 3 A<. 3 4 4 3 A<. 3 1 2 1 2 3 4 3 2 SAV M FVLL FIAVOR 1 1 1 e<2 - * 2 1 3 A<. 1 4 A<. * A<. 1 1 2 1 2 3 1 A<. 2 85 1 1 • 2 * 2 1 1 A<. 1 3 A<. * A<. 1 1 2 A<. 2 2 1 A<. 2 100+ * . 1 1 . . . 2 . . 1 . . . . . . 1 . 1 . . . SAV MLOW TAR/LSLHTS 1 a<. a<. 1 2 a<. a<. a<. a<. 2 a<. 4 a<. a<. 3 a<. a<. a<. a<. a<. 3 2 a<. 85 . . . 1 . . . . . 2 . . . . 3 . . . . . 3 . . 100+ 2 . . . . . . 4 2 SAV M ULTRA LOW TAR/LIfHTS . . . 1 . . . . . . . 2 . 1 85 100+ : 2 . . . . . . . . 1 . SSTL 539TS •
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6-JON-1997 09:59 O.G: Core/Hrinqe of Usual Brand Sample Base Weighted Base Sig Test Colsmn Ref>Versus Lo.er Case 808 Upper 90% Core Fringe My usual brand is far better than other brands I'me tried My usual brand is best, but I have fofsid other brands that are good substitutes There are other braads I rould probably smoke, but I buy my usual brand mostly without thinking Eben though I like other brands more than my usual brand, I smoke my usual brand for other reasons Even though I have one brand I buy more than others, there are several that I smoke regularly VOIREF:115 DRI:372-60 R.7R SLGMESaTATION STUDY :PM4MS' SMOKERS AGE6 25-34 Table 44 Page 52 Total NT N8 ST SF INT IIiT I1QF ENF I5P EST ISF ESF PNFP ISTJ ....27T..... .... HF..... .... ST..... .... SF..... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 48 17 48 55 35 57 28 23 21 41 31 34 25 40 23 Cauc 40 32 Other 20 9 Cauc 56 53 Other 18 12 Cauc 66 41 Other 46 22 Catx 47 43 Other 17 9 A B>ACDE C>ABDE D>ABCE F7ABCD F>AG G>AF H>AI I>AH J>AK K>AJ L>AM DDAL N>AO O>AN P>AQ 4>Ap R>AS S>AR T>AII U>AT V>AW iJ>AV 34 aQ6 b<36 b<35 b<36 26 25 A<21 H<41 A<24 AJ<49 a<21 AL<47 a<45 33 A<22 p<41 38 29 33 39 32 AV<55 66 acde<74 64 65 64 74 75 AI<79 59 ARC/6 A<51 aM<79 A<53 a<55 67 Aq<78 59 62 71 67 61 W<68 A<45 34 aC26 b<36 b<35 b<36 26 25 A<21.Fi<41 A<24 16T<49 a<21 AL<47 a<45 33 A<22 p<41 38 29 33 39 32 AV<5 5 53 adE<62 55 50 47 50 A<66 64 52 53 46 aM<66 A<33 45 A<33 AQCf1 A<27 54 61 u<54 a<42 w<50 A<30 9 11 7 a<5 d<13 17 9 9 6 7 A<4 A<2 AL<20 10 8 7 Ap<25 6 10 6 5 aW<15 a<3 . 1 2 1 a<. • qC6 a<_ 3 ` a<. a<. 1 a<. a<. a<. a<. p<8 1 a<. a<. a<. a<. 2 - 4 A<. A<1 ABCeU.0 3<4 A<_ A<_ 3 A<• AK<17 A<1 m<10 A<. A<• AN<25 A<. A<. A<1 A<1 7 At<15 3 11 LSTL 689iS
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6-JVP-1997 09:59 vOLREF:115-DRI:372-60 RJR SEQffi0'PATION STODY FPSALE Sld014'3t4 A® 25-34 Table 52 Page 61 ¢.11(2II2+My : Brands Would Borsrow at Party if out of IIS : First Mention - Total NT NF ST SF INT ENT INF IICF IST EST ISF ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Canc 56 Other 18 Catse 66 Other 46 Can6 47 Ot2ftr 27 Weighted Base 221 41 65 63 52 il 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colnmm Ref>Versus Lover Case 80! Vpper 90% Marl.boro A 21 B>ACDE 22 pABDE ADE<30 D>ABC;E a<16 FJABCD A<14 FNG 28 G>A€ 21 FDAI 15 DAfi AH<35 J>A1C 20 K>AJ A<12 S.N4M A<11 AUAL 17 N>AO Ao<41 O>AN 27 P>AQ 23 4>AP 19 R>AS AS<55 S>AR A<8 T>AV 19 V>AT A<11 V>AYI 15 W>AV 32 C..r7 19 AceE<31 15 20 14 A<3 AF<40 16 14 AiK30 A<6 -14 15 A<4 N<26 AQ<39 A<. Atl1 R<32 u<23 13 N<17 AC1 Salemi 14 A<4 B<14 aBQ9 B<16 g<12 AC2 12 15 10 AJC29 13 18 18 13 A<4 7 s<i6 a<6 17 20 10 AV<43 Winston 12 12 13 9 15 AG<34 A<4 19 11 8 10 22 11 0<19 A<4 9 pC24 S<15 A<4 uQl A<'S 8<18 A<2 Virg+*+;a Slims 7 7 6 5 ad<12 A<. F<9 5 7 A<1 J<t0 aa<19 7 0<8 A<1 Q<9 A<. 5 11 II<7 A<1 AiKi Basic 6 A<2 A<* ABC<10 aBC<10 qC8 A<. A<. A<' 9 a<12 13 7 A<' A<t 3 A<. A<. 9 a<13 aw<11 3 Newport 5 A<2 b<6 5<7 4 2 a<2 AI<19 AQ 5 a<10 A<. L<7 3 3 a<2 2 7 4 6 10 4 5 Kool 4 5 2 ACECI a<2 6 4 i<9 A<. AK<11 3 A<. 3 A<. AN<17 A<* A8<21 a<2 6 2 ATQ7 AQ 5 Doral 4 A<* B<5 B<.5 b<4 2 A<. 2 6 6 4 5 3 A<1 N<9 A<1 A<. 6 2 3 8 2 11 Benson t Hedges 4 6 2 2 6 a<1 f<7 3 2 A<. J<5 4 8 2 A<. A<. AP<26 2 4 2 2 7 5 GPC 2 1 abD<5 A<. 2 3 A<. A<. aH<7 A<. A<. A<. 1<4 2 A<. 1 A<. 1 ARC24 A<. A<. A<. av<13 Merit ' - 1 ' . . . . 1 ' . . . 2 . . . 1 . * . . . A generic/store brand 1 AmE<8 A<. A<. A<. A<. AF<11 A<. A<. A<. A<. A<. A<. A<. A<. AOC10 A<. A<. A<. A<. A<. A<. A< . NET: Savings Brands 13 11 10 15 16 12 11 A<2 H<14 15 15 18 15 A<3 10 0<14 A<. A<7 aR<26 12 at<21 14 a<27 None/Don't know . * 1 1 907_L E89IS
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8age 49 4-F_ Usual Brand Total NT NF ST SF ZNT P2TP INF F17F IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Cauc Other Cauc Other Catsc Other Ca= Oth-ar Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Re£>Versus Lower Case 80! Upper 904 A 8>ALDE C>ABI7E D>ABC.E FJABCD F>AG G>AF EDAI bAH J>A1C AAJ L>AM t9AL N>AO O>AN P>AQ Q>AP R>A4 S>AR T>AtT- V >AT V>AW W>AV Style (idd) Viceroy tNt9 * .1 . . . 3 . . . . . . _ . . 1 . . . . . . . Generic/Private Label (2IIf+tYA * 1 . _ _ . 1 . . _ . . . . . 1 . . . . . . C,eneric/Private Label <2II1) Generic/Prfvate Label 09 ~ 1 . . . . .1 . . . . _ . . . 1 . . . . . _ . Other Savings (NM+DA . ' ' . _ . . . . . . _ . . . . . . . . . . . Other Savings <2III) Other Savisx3s tI9 . . . . ' . . . . . . . . . . . . . . _ . . . . FULL PItICE or SAVINGS: Full Price 90 89 90 92 87 86 90 a<80 aEK94 93 91 85 88 92 91 87 96 91 86 91 93 86 90 Savings 10 11 10 8 13 14 10 aI<20 a<6 7 9 15 12 8 9 13 4 9 14 9 7 14 10 NON-MENTHOL or 2MENTHOL: Non-Mrsitho2 69 D<75 D<73 A<54 AD<79 A<49 AF<84 64 a<76 A<55 A<52 A<83 75 0<66 A<40 AQ<84 A<43 as<76 60 A<55 A<53 AW<87 A <40 Menthol STRENGTH: 31 25 27 ABCE<46 A<21 AG<51 A<16 36 a<24 A<45 A<48 A<17 25 34 AN<60 A<16 AP<57 a<24 r<40 A<45 A<47 A<13 AV <60 Fhl.l Flavor 39 C<46 A<27 ACE<50 35 48 45 1<44 A<20 Ak<56 43 33 37 32 AN<59 46 42 AQ4 40 A<53 45 32 49 - Low Tar/Lights 53 46 bd<59 a<47 bD<59 52 44 56 60 a<44 50 a<67 54 49 a<41 47 43 58 60 47 45 a<61 51 Ultra Low Tar/Lights 7 5-ABDE<15 A<3 5 A<. f<7 A<. AH<20 A<. J<7 A<. L<9 AO<19 A<. Q<6 A<. AS<18 A<. A<. T<9 W <6 A<. Not stated L£NGPH: 1 acde<3 a<_ a<_ a<. 4 a<. a<. a<. a<. a<. a<_ a<. a<. a<. AP<15 a<. a<. a<. a<_ a<. a<. 85mm 61 a<53 59 b<65 b<66 a<47 55 A<39 H<66 66 65 60 70 A<43 53 a<51 60 57 67 66 64 66 66 l00mm 36 42 39 33 33 46 41 AI<56- 33 33 32 37 30 A<54 46 AQ<49 A<16 40 33 31 35 33 34 120= 2 2 2 2 1 g<7 A<. 4 1 1 4 3 A<. 3 1 A<. p<9 3 A<. 3 1 1 A<. Not stated 1 acde<3 a<. . a<. a<. 4 a<. a<. a<. a<. a<. a<. a<. a<. a<. AP<15 a<. a<. a<. a<. TOTAL FOLL PRICB 90 89 90 92 87 86 90 a<80 aH<94 93 91 85 88 92 91 87 96 91 86 91 93 86 90 FP NON-Nff27THOL 61 D<66 D<65 A<49 aD<68 A<38 AF<75 a<48 aH<71 A<50 A<48 72 66 O<57 A<35 AQ<72 A<41 as<68 47 A<49 a<50 AW<76 A<32 FP 1d1 FULL FLAVOR 18 C<22 A<8 C<19 aC<25 A<6 aF<28 - 12 A<6 aR<26 A<10 26 23 12 22 aQ<27 A<3 AS<9 A<. u<22 13 Av<27 11 85 13 C<13 A<3 aC<17 aC<19 a<6 16 A<1 A<4 AR<'12 10 17 a<20 8 17 Q<16 A<3 As<4 A<. a<19 13 a<20 11 100+ 5 D<9 4 AQ 6 A<. aF<12 i<11 a<2 k<3 A<. 10 3 4 5 a0G11 A<. SG5 A<. n<3 A<. WC! A<. FP 2Af LOW TAR/LIGiTS 38 . D<41 D<42 AC27 . D<44 32 44 36 45 A<24 a<30 46 42 ao<27 A<12 Q<45 a<23 41 47 A<26 a<28 AW<49 AQ1 85 24 18 27 20 b<28 A<5 F<23 16 ah<31 a<16 26 . 29 27 AC1 A<. 18 18 23 AR<47 23 a<15 aW<32 A<8 100- 14 AD<'12 DO.5 A<7 DG16 a<27 21 20 13 a<8 A<4 17 16 ao<25 12 AQ<27 a<6 S<18 A<. A<3 T<13 17 13 FP NM ULTRA LOW TAR/LIOfiTS 5 A<. AffiEQ5 BE<3 ". A<. A<_ - A<_ A<.-AtK20 A<. .. J<7 A<. A<. ACX19 A<. A<. A<. AS<18 A<. A<. T<9 A<. A<. 85 2 A<. A$DE<7 A<. A<. A<. A<_ A<. ATi<10 A<. A<. A<. A<. A<. A<. A<. A<. A$<9 A<. A<. A<. A<. A<. 100+ 3 A<. A8E<7 BE<3 A<. A<. A<. A<. AH<10 A<. aJ<7 A<. A<. AO<19 A<. A<. A<_ AS<9 A<. A<. aT<9 A<. A<. '76TL 689 TS
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6-JON-1997 09:59 VOLREF:115 DRI:372-60 R.7A SEX2ELQ'PATION STUDY : FP291LL SM014'FS A® 25-34 Table 43 Page 51 0.10a,b: Yrevious t7Bs : Years Smokiag Usual Brands Total NT HF ST IST EST ISF ESF FtJFP ISTJ .... NT..... ....22F..... ....ST..... Cavc Other Cauc Other Caac Other Caoc Otler Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Bax 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Lover Case 80% Opper 906 A B>ACDE C>ABaE D>ABCS E>AB<9 F>AG G>AF FDAI I>AH J>AII 2C>PJ L>A!f lDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>At! II>AT v>AW W>AV ! With 1st VS 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Average Years 1st Us 6.06 A<4.93 B<6.40 B<6.42 b<6. 11 A<4. 41 5.11 6.59 6.33 A<5.06AJ<8.16 6.77 5.65 AO<8.56 5.78 A<4.90 5.04 s<6.74 4.90 5.64AT<7.85 5.66Av<8.21 % With 2nd tfB 65 a<72 63 64 63 aClB 70 66 62 65 63 66 60 a<54 at53 AQ<77 54 60 ar<T8 64 64 61 70 Average Years 2nd t1B 3.67 AcD<4.81 3.16 a<3.10 d<4.01 10.16 aC2.62 2.67 3.32 2.93 3.41 3.97 4.04 0<4.04 2.81 A<5.10 2.64 3.48 2.02 3.29 2.69 4.15 3.37 A6< 8 With 3rd tl8 35 ACd<46 a<28 34 36 A<21 AF<55 i<40 A<24 32 37 35 36 A<14 8<32 A<48 40 AQ4 r<45 29 T<44 VK.39 a<21 Average Years 3rd US 2.99AmEd.06 ed.55 2.44 aQ.63 A6.78 A<4.99 2<3.52 2.04 a<1.91 3.49 1.95 a<1.42 2.92 2.33 AqC5.44 3.39 2.58 2.45 3.12 AGt.38 1.72 1.09 % With 4th Us 14 c<10 A<3 C<17 ABCd<26 A<. F<14 A<4 A<3 11 AJ<24 aQ5 A<27 A6 A<3 a<8 18 A<4 A<2 18 14 A<29 15 Average Years 4th US 3.63 11.23 2.81 a<2_12 2.37 11.23 3.67 1.29 R<3.05 aG1.08 3.10 1_36 1.29 3.67 14.00 2.71 3.01 2.00 2.05 2.60 2.56 1.00 8 With 5th Us 9 a<5 AQ bC<12 ABC<17 A<. f<7 A<2 A<1 10 13 A<3 AL<27 A<2 A<2 A<2 P<18 A<2 A<. 11 12 AW<20 5 Average Years 5th Us 1.75 . 4.37 4_16 1.91 1.00 4.37 4.58 3.87 1.92 1_77 1.00 5.00 1.00 4.37 4.16 1.92 1.78 1.00 % With 6th Us 5 c<4 A<• C<7 AbC<11 A<. f<5 A<. A<+ A<2 AJ<13 3 AL<16 A<. 2 A<1 9G7S A<• A<. 4 at<12 AiJ<13 A<. Average Years 6th LB 1.58 1.00 1.00 1.81 1.00 1_00 1_00 1.98 1.68 1.00 2.51 1_00 1.00 1.66 1.86 1.00 % With 7th Us 5 c<4 A<. C<6 aC<9 A<. f<5 A<. A<. A<1 AJ<11 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 9 AW<11 A<. Average Years 7th Us 1.00 1.00 1.00 1_00 1_00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 % With 8th Us 4 c<4 A<. C<6 aC<9 A<. £<5 A<. A<. A<1 AJ<11 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 9 AW<11 A<. Average Years 8th VB 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1_00 1.00 1.00 % With 9th LJB 4 c<4 A<. C<6 aC<9 A<. f<5 A<. A<. A<1 AJ<11 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 9 AW<11 A<. Average Years 9th Us 1.00 1.00 1.00 1.00 1.00 1.00 1_00 1.00 1.00 1.00 . 1.00 1.00 8 With 10th Us 5 c<4 A<. C<6 aC<9 A<_ f<5 A<. A<. A<1 AJ<12 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 10 AW<11 A<_ Average Years 10th IIB 1.42 1.00 1.77 1.00 1.00 1.00 2.00 1.00 1.00 1.00 1.77 1.00 e Witn utn Us 4 c<4 A<. C<6 aC<9 A<. f6 A<. A<. A<1 AJ<11 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 9 AW<11 A<. Average Years 11th US 2_72 3.00 1.00 3_00 1.00 1.00 3.00 1.00 9 With 12th UB 5 c<4 A<. C<6 aC<9 A<. £<5 A<. A<. A<1 AJ<12 3 A1<13 A<. a<1 A<1 aP<15 A<. A<. 4 10 AW<11 A<. Average Years 12th VB 1.36 1.00 11.00 1.00 1.00 11.00 1.00 11.00 1.00 11.00 1.00 Average Years Ctsrent US 6.35 ac<7.22 5_77 6.33 6.54 10.06 6.14 6.27 5.60 A<4.75AJ<8.82 6.47 6.59 aO<7.55 a<5.14 aq<7.70 5.26 s<6.09 a<4.23 6.23 6.54 6.44 6_98 AGC Average Ltnmber of tJBs 2.56 C<2.62 A<1.96 C<2.70 AC<3.08 1.99 F<2.84 2.12 A<1.91 2.26AJ<3.26 2.53 A<3.46 A<1.75 a<2.01 2.42ap<3.34 A<1.90-rC2.25 2.51 a<3.04 A<3.27 2.21 9SrL 589*,r5
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c* 'f~l M t~ t'i ,iry,7 t3 _Y$11 'y~Li N Y N p . ¢ ¢ O N N n n w n n N W y y [~`j]~ ~ ! A j N ' ¢ n ~ ~ . yr y` • A '~y A iA 7~ Y F' n ^ N N ¢ Y r . . N N N N Y O dl Y+ 01 " J 0~ ~ ~ J 4n N W Y Y "• ac
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6-JON-1997 09:59 VOSRLF.115 DRZ.372-60 RJR SEG6ESiTAT1ON STUDY : FFIRLE SIdOP4s123 A® 25-34 Table 55 Pag& 54 0.10a,b: Previous VBs : Years Smokixxl Usual Brands Based oa Non-Mrathol Smokers Sample Base Weighted Base Sig Test Colu~ Ref>Versus Lower Case 8oe Upper 90% e With lst L78 Average Years lst US 8 With2rd UB Average Years 2nd t78 % With 3rd UB Average Years 3rd US % With 4th UB Average Years 4th US 8 With 5th 0B Average Years 5th UB 9 With 6th tJB Average Years 6th IIB 8 With 7th UB Average Years 7th UB 8 With 8th t1B Average Years 8th US 8 With 9th UB Average Years 9th US 9 With 10th UB Average Years 10th UB 8 With 11th UB 8 With 12th UB Average Years 12th VB Average Years Current t78 Average Nimber of VBs Total NT NF ST SF INT ENT INF F23F ZST 181 153 35 31 44 48 57 45 14 34 41 5 21 26 14 11 30 26 ISF ESF ENFP ISTJ .... NT..... .... NB..... ....ST..... .... SP..... Cauc Other Cau. Other Cauc Other Caue Other 31 19 26 20 17 28 7 39 5 39 18 37 8 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 A B>RC'DE C>ABX)E D>ABCE E>ABCD F>AG ®AF Ii>AI I>AH J>AK R>AJ L>AM 29AL N>AO O>AN P>AQ Q>AP R7AS S>AR T>AU D>AT V>AW V>AV 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 5.83 5.06 6.07 abe<6.75 5.37 A<3.53 5.38 6.48 5.94 A<4.07 10.35 6.27 a<4.68 AO<8.42 5.29 a<4.76 p<7.26aS<6.64 a<2.81 5.55AT<9.02 5.56 a<3.46 AJ< 65 aC<75 a<57 69 64 96 71 69 a<53 AK<84 A<47 66 63 A<36 N<68 a<77 64 A<51 93 70 66 64 72 3.58 ACd<4.87 a<2.56 3.02 Cd<4.02 13.54 2.48 a<1.55 2.92 2.77 j<3.96 3.97 4.06 a0<5.39 2.13 A<5.13 2.64 2.89 1.57 U<3.66 a<1_43 4.01 4.05 AG< 39 ac<50 a<32 38 42 16 A<57 49 A<27 43 30 42 42 A<13 N<54 a<51 44 A<28 53 a<29 T<54 42 40 3_08ACdE<5_06 E<2.62 2_74 A<1.48 6.92 A<4.93 i<3.58 2.11 A<1.51AJ<9.53 1.95 a<1.09 3_36 1.75 A<5.31 3.46 2.66 2.50 3.62 1.34 a<1.55 1.09 14 8 A<2 C<15 ASCDC30 . 10 4 A<2 18 12 25 A<34 A<2 A<5 10 . A<3 . 16 14 A<33 2 4.36 14.00 3.01 2.68 a<2.54 14.00 4.43 1.29 2.89 1.47 3.61 1.36 1.29 2.00 14.00 3.01 2.86 1_53 2.56 1.00 9 A<2 A<2 BC<14 ASC<21 . A<2 3 A<2 17 10 a<3 AL<34 A<2 A<3 A<2 . A<2 . 15 12 A<23 . 1.62 4.16 1.93 1.00 4.58 3.87 1.95 1.77 1.00 5.00 4.16 1.92 2.00 1.00 5 A<1 A<• c<5 ABCd<14 . a<1 . A<• 2 j<10 3 AL<21 A<. 3 A<1 . A<• . 2 12 A<15 . 1.23 1.00 1.31 1.00 1.00 1.00 1.46 1.00 1.00 1.66 1_00 1.00 4 A<1 A<. C<5 A8C<11 . 1 . A<. 2 10 3 AL<18 A<. 3 a<1 . A<. . 2 12 A<13 . 1.00 1.00 1.00 1.00 1.00 1.00 1.00 4 a<1 A<. C<5 ASC<11 . 1 . A<. a<1 j<10 3 AL<18 A<. 3 a<1 . A<. . a<1 t<12 A<13 . 1.00 1.00 1.00 1.00 1.00 1.00 1.00 4 a<1 A<. C<5 ASC<11 . 1 . A<. a<1 j<10 3 AL<18 A<. 3 a<1 . A<. . a<1 t<12 A<13 . 1.00 1.00 1.00 1.00 1.00 1.00 1.00 4 a<1 A<. C<5 ABC<11 . 1 . A<. a<1 j<10 3 AL<1.8 A<. 3 a<1 . A<. . a<1 t<12 A<13 . 1.00 1.00 1.00 1.00 4 aQ A<. C<5 ASC<il . 1 . A<. 1 j<10 3 AL<18 A<. 3 a<1 . A<. . aGi t<12 A<13 . 4 a<1 A<. C<5 ABCG11 . 1 . A<. 1 j<10 3 AL<18 A<. 3 a<1 . A<. . a<1 t<12 A<13 . 1.00 1.00 1.00 1.00 6.58 c<7.61 a<5.75 c<7.42 6.20 13.83 6.18 5.37 5.86 A<3.72 13.09 6.33 6.09 AO<9.30 a<4.20 a<7.82 6.31 S<6.36 a<2.41 6.76 a<8.85 w<6.49 a<3.96 AA< AJ< 2.59 CC2.43 A<1.93 C<2.70 AbC<3.39 2.12 2.49 2.24 A<1.84 2.73 2.67 2.61A1<4.00 A<1.54 NC2.47 2.47 2.08 A<1.84 2.46 2.40 3.28 A<3.52 2_14 ``'0?L 68?T5 •
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6-JON-1997 09:59 VOII2EF:115 DRI:372-60 R7R SEZffiPPATiqv STODY *EMNrE SMO ' : KERS IW M 25-3d Table 56 Bao s5 4.G: Core/Fringe of Vsual Brand Based on laon-Mentho1 Sbokers Total NT 2a' ST SF IIaT P11T INF IIil IST EST ISF E.S2' ENFF ISTJ .... NT..... .... NF..... .... ST..... Caaa Other Cava Other Cava Other Canc Othftr SamPle Baas i81 35 ~ 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 28 37 8 Neighted Sase 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Aafversns Loaer Case 806 tTpper 90% _ A B>A[DE C>ABDE D>ABCE FSABCD F>AG G>AF 2D•AI IN/H J>AK K>AJ y>AM 29Ay p>AO ONSB p>AQ Q>pp g>AS S>AR TNW V>AT V>AN R>Av Core 29 23 33 30 27 8 25 6 A<41 AQ6 1.7<d9 A<5 PS.<66 AOC55 29 a<20 42 a<39 . 31 30 28 19 Fringe 71 77 67 70 73 92 75 94 AG59 Aft<8d A<51 ALK95 A<56 A<45 N<71 a<80 58 at61 100 69 70 72 81 oTzL 6aqis
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• 6-JON-1997 09:59 Q.12: Usual Brand Affinity Rating Sample Base Weighted Ha" Siq Test Col.mn Ref>Versus Lower Case 80% Upper 90% This is a highly desirable brand for me - like a really close friend This is quite an acceptable brand for me - like a good friend This is an okay brand for me - like a more casual friend I am neutral and have no real opinion about this brand one way or the other. It's like a person I could take or leave I have mixed reactions to this brand . It's like someone I could take only in small doses I reject this brand. It's like someone I'd rather not be aroLmd I hate this brand. It's like an enemy, someone I'd avoid at all costs Don • t knoa W7.REP':115 DRI:372-60 2.7R SEQ.ff2iTATION STUDY : FIIM1IE SlW20?RS Ac29 25-34 Table 54 Page G3 Total NT NF ST SF £NF IST FST ISF ISTJ .... NT..... .... NF..... .... ST..... .... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cava 40 32 Other 20 9 Cauo 56 53 Other 18 12 Caue 66 41 Other 46 22 Canc 47 43 3.7 9 A B>ACDE GABIE D>ABCE FJJBM F>AG dAF FDA1 I>AH J>AK 2>AT L>AM DDAL 3DA0 0>AM P>AQ QNJ' R>AS S>AR T>A U V>AT vhAA W>AV 65 Ad0 ABE<73 ABE<72 at58 aC50 AG50 65 A<76 70 a<74 56 59 A<84 73 A<47 p<64 A<75 64 70 A<76 A60 An<9 3 21 ACDE<39 a<l6 At15 21 29 A<42 iCt6 A<13 AQ3 19 21 20 AQ0 16 AQ<48 A<6 18 aG10 16 aQ4 R<23 1K1 10 AG5 7 10 ABat16 A<3 6 A<4 9 R<15 A<4 AC23 12 AQ n<10 AQ p<15 A<3 aRC25 11 8 AKC20 1K. 3 2 2 2 5 2 2 5 a<1 1 3 A<. aL<8 2 1 a<I 6 2 A<. 3 1 W<6 A<. 2 . . . ag<7 . . . . . • . . ap<9 2 . . . ag<8 . . . . - . . 3 2 . . . 1 3 . . . 2 SOZL 689TS
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6-JON-1997 09:59 VOLRF:E':115 ALI:372-60 RJR SF:c2ffiPPATION STpDY : FPa91LE SMOR'.R.S AC,FD 25-34 Table 57 Page 67 0.11, G: Xey 8rand CoreJFringe Based on Nan-MnntYnl Smokers Total HT iQF ST SF IIiT ENT flQF fRiF IST P:ST ISF EST t2iFP ISTJ .... NT..... .... 1QF..... .... ST..... .... Sff.. - _ . . Caua Other Cavc Other Cauo Other Cano Otiaes Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Colmmn Re17versns Lower Csse 808 Ctppnt 908 Core A + 8>ACDE 1 C>ABDE 1 D>ABCE _ FJAHCD . F>AG 4 G>AF . fDAI 4 I>AH J>AK ANV IJAM B9AL N>AO O>AN F>A4 Q>AP 1 . IUAS S>AR 1 T>AV II>AT v>JW N>AV Fringe 1 + 1 + 1 - + 2 1 . 1 . 1 2 - . 3 2 . + . 1 . GHC CSMHA 2 1 3 2 1 3 1 7 2 3 2 1 1 1 6 1 . 2 6 3 2 + 6 Core 1 Fringe 2 1 3 2 1 3 1 7 2 3 2 1 1 A<. 6 1 . 2 6 3 2 + 6 ZLZL Ei?}TS
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i I ' iS A® 25 34 S Table 57 g t e 66 6-7tkt-1997 09:59 VOLREF:115 Ikt2_372-60 RJR SEY9<42 TATION STUDY Q - A 1 f a Q.F. G_ Key Braisd Corc/Frixage Based on Nasi-Dfarthol Smokers Total NT NF ST SF ZNT FNf INF ENF 2ST FST ISF ESF F27FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sampl.e 8ase 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cauc 28 Other 7 Casac 39 OLixs 5 Ca~ 39 Ottxr 18 Cauc 37 Other 8 weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Ref>Versos Lower Case 80! IIpper 90! A B>ACDE C>ASDE D>ABCE E>ABCD F>AG G>AF }DAI J>AR X>AJ L>AM lYDAL N>AO O>AN P>AQ Q>A2 R>AS S>AR T>AII U>AT V>AW R>AV Marlboro EIDf 61 vC10 55 64 59 55 a<73 68 a<51 AR<77 A<45 aMCI5 a<47 A<27 N<61 69 76 a<51 79 63 66 62 28 Core 15 11 21 14 13 _ 13 . A<27 A<5 aJ<26 A<. Lt23 aoG27 10 A<7 41 A<25 12 17 14 Fringe 46 AC<59 A<34 c<50 47 55 a<60 68 AQ3 AK<72 A<20 A?4<75 AG25 A<. N<50 A<63 35 AQ6 79 50 49 48 28 Camel 2A1 6 4 5 AboE<12 3 9 3 1 6 5 AJ<22 4 a<2 10 6 a<2 17 6 6 At<23 3 Core 2 a<1 3 be<5 1 3 A<. 1 4 2 aj<9 2 A<_ 6 2 1 4 2 10 1 Fringe 3 3 1 ace<7 2 6 3 . 2 3 Aj<12 2 2 4 4 1 17 2 . 4 a<13 2 _ f7inston 6 4 A<1 aC<10 c<8 14 2 5 A<. 4 AJ<19 4 11 A<. 8 5 3 A<1 . a<12 6 7 19 Core 2 A<. A<. bc<4 bc<5 . A<. . A<. 3 7 A<. al<8 A<. 6 A<. . A<. . 6 2 3 19 Fringc 3 4 a<1 cK6 4 14 2 5 A<. i aJ<12 4 3 A<. 2 5 3 1 7 4 4 A11 Other Full Price IM 16 a<9 ABD<27 A<5 D<17 . il _ A<36 A<5 A<6 A<3 aL<27 AO<50 11 10 . A<32 . AV<8 A<. 15 34 Core 7 9 7 5 6 11 _ 10 5 6 3 9 A<21 11 10 . 9 . V<8 A<. 7 . £ringe 9 A<. ABD<20 A<. BD<10 _ A<. _ A<26 A<. A<. A<. aL<18 AO<29 A<. A<. . A<24 . A<. A<. 8 34 Doral 2Af 3 2 2 4 2 9 a<* 4 2 3 7 2 3 4 2 2 1 3 1 - 6 1 1 14 Core 1 1 : 2 . 2 « « + 2 2 . ' . . + 1 • _ 2 1 • . Frixu}e 2 1 2 2 2 7 A<. 3 2 1 4 2 2 4 2 1 . 2 1 4 a<' 1 13 Basic NM 1 1 2 • 1 4 • 7 1 a<. 1 a<. 1 2 a<. 1 3 3 . + a<. 1 . Core ' 1 1 . . 4 . 4 . . . . . . . 1 . 1 . . . . . Frixyge 1 2 1 _ 1 . 1 2 . . 3 2 . ' . 1 . GPC HK 2 1 3 2 1 3 1 7 2 3 2 1 1 1 6 1 . 2 6 3 2 ' 6 Core + . ' . . . . . ' _ . . . 1 . . . • . . _ . . Fringe 2 1 3 2 1 3 1 7 2 3 2 1 1 A<. 6 1 . 2 6 3 2 * 6 All OY2ser Sasrings NM 6 d<9 4 A<2 d<9 7 9 8 3 3 A<. 11 8 6 6 10 . a<2 13 A<2 2 10 . Core 1 1 . . 2 . 1 . . . . . 4 . . 1 . . . . . 2 . Fringe 5 8 4 a<2 7 7 8 8 3 3 A<. 11 4 6 6 9 . 2 13 aG2 2 8 . Marlboro tNM-" 61 cG70 55 64 59 55 a<73 68 a<51 AA<77 A<45 aM<75 a<47 A<27. N<61 69 76 a<51 79 63 66 62 28 Core 15 11 21 24 13 . 13 . A<27 A<5 aJ<26 A<. LG23 aoG27 10 A<7 41 A<25 . 12 17 14 . Fringe 46 AC<59 A<34 c<50 47 55 a<60 68 A<23 AB<72 A<20 AM<75 A<25 A<. N<50 A<63 35 AG26 79 50 49 48 28 Camnl (PM+I+A 6 4 5 AbcE<12 3 9 3 1 6 5 AJC22 4 a<2 '10 6 aC2 17 6 . 6 At<23 3 . Core 2 a<1 3 be<5 1 3 A<. 1 4 2 aj<9 2 A<. 6 2 1 . 4 . 2 10 1 . Frin9e 3 3 1 ace<7 2 6 3 . 2 3 Aj<12 2 2 4 4 1 17 2 . 4 a<13 2 . Doral (11ftM) 3 2 2 4 2 9 a<r 4 2 3 7 2 3 4 2 2 1 3 1 6 1 1 14 Core 1 1 ` 2 `- 2 2 2 . ' . . ` 1 r . 2 1 ' • £riage 2 1 2 2 2 7 A<. 3 2 1 4 2 2 4 2 1 . 2 1 4 a<* 1 13 Basic (2d+f.b$ 1 1 2 ` 1 4 r 7 1 a<. 1 a<. 1 2 a<. 1 3 3 . ` a<. 1 . ~ ZTZL 689I5 ~ ~
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• 6-JUN-1997 09:59 VOLREF:115 =2:372-60 ILTR SIX242PfATION STODY : FfMkLE SMOKlRS A® 25-34 Table 42 Fa9e Q.F: Osoa7 Brand . Total NT NF ST SF INT II7T INF ENF IST EST - ISF ESF F27FP ISTJ .... NP..... .... RF..... .... ST..... .... SF..._. Saag.le Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Canc 56 Othar i8 Cauc 66 Other 46 Cavc 47 Of2Wr l7 Weighted Base 221 41 . 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colum Ret>versus Lower Case 80d Upper 90% A 8>ACDE C>ABDE D>ABCE PJABCD F>AG GpAF EDAI I>AEi J>AK KNiJ L>AM BDAL 2#W O>AAlN P>AQ 0>AP I2>AS S>AR T>AU U>AT V>AW tI>AV FULL BRICE: AARIStO (2M+bD 44 ACD<55 40 40 47 35 AF<62 44 39 IK45 A<33 AMK62 36 AQ8 A<28 AQC61 32 39 47 43 a<35 aQ<54 A<11 mW20RO (2" 42 AcD<53 40 A<34 d<47 AG27 AF<62 44 39 K<43 A<24 AM<62 36 A<18 AQ4 AQ<58 32 39 47 a<34 35 AiK54 A<11 Full Flavor _ 13 C<18 A<6 c<12 aC<19 A<. AF<'14 11 A<4 K<18 A<4 22 17 a<7 12 AQ<22 A<. AS<7 A<. 13 9 a<21 21 85= 9 c<9 A<3 C<12 aC<15 A<. F<12 A<. Ah<4 AKtl.8 A<4 13 a<17 7 12 0Q1 A<. AsG3 A<. 13 9 a<16 11 100mm+ 3 AcDC9 d<3 A<. d<4 A<. AF<12 aI<11 A<. A<. A<. m<9 A<. A<. A<. AQ<11 A<. sC3 A<. A<. A<. eK4 A<. Low Tar/Lights 29 d<32 D<35 A<23 28 27 34 33 35 24 A<20 M<40 A<19 AG11 A<12 qC36 a<18 32 a<47 A<21 26 FK33 A<. 85mm 19 A<11 ABe<26 bG18 16 A<. F<14 16 AhC19 16 20 M<27 A<9 A<. A<. A<9 18 21 AR<47 21 13 W<20 A<. 100mm+ 10 ACDe<21 9 A<5 d<11 A<27 a<19 i<17 a<6 K<8 A<. 14 9 11 12 AQ<27 A<. S<11 A<. A<. T<13 W<14 A<. IID,RLSORO 1MENTHOL 2 2 A<. ACE<5 A<. g<8 A<. A<. A<. 2 Aj<9 A<. A<. A<. 4 3 A<. A<. A<. AU<8 A<. A<. A<. Full Flavor 1 2 a<. 1 a<. ag<8 a<. a<. a<. 2 a<. a<. a<. a<. 4 3 a<. a<. a<. 2 a<. a<.- a<. 85= 1 2 a<. 1 a<. agCB a<. a<. a<. 2 a<_ a<. a<. a<. 4 3 a<. a<. a<. 2 a<. a<. a<. 100mm+ Loa Tar/Lights 1 A<_ A<. ABCE<4 A<. A<. A<. A<. A<_ A<. AJ<9 A<. A<. A<. A<. A<. A<. A<. A<. AU<6 A<. A<. A<. 85mm. 100mma+ 1 A<. A<. AB(E<4 A<. A<. A<. A<_ A<. A<. AJ<9 A<. A<. A<. A<. A<. A<. A<. A<. AU<6 A<. A<. . A<. CTsMEI. (IiM-M) 6 a<3 e<7 aBE<9 A<2 4 a<2 A<1 H<10 5 'Aj<13 3 A<1 Ao<17 6 A<2 7 S<9 A<. 3 AT<18 a<3 A<. CAMEL (HHf) 4 3 4 ae<6 2 4 2 a<1 4 3 AJ<11 3 a<1 7 2 2 7 s<4 A<. 3 At<12 3 A<. Fnll Flavor 2 2 1 2 2 4 1 1 1 3 1 3 1 1 2 2 1 1 A<. 2 2 3 A<. 85mm 1 2 1 2 1 4 1 1 * 2 1 2 1 1 2 2 1 1 A<. 2 2 2 A<_ 100.=+ * . * * 1 . . . * * . 1 1 . 1 1 . . * . • . 1 . Low Tar/Lights 11 e<3 1 A<. A<. 2 A<. h<4 A<. 3 A<. A<. 0<5 A<. A<. 6 s<3 A<. 1 1 A<. A<. 85a 1 a<. 1 1 a<. a<. a<. a<. 2 a<. 3 a<. a<. 2 a<. a<. a<. 2 a<. 1 1 a<. a<. . 100ffi+ 1 1 1 a<. a<. a<. 2 a<. 2 a<. a<. a<. a<. 3 a<. a<. 6 2 a<. a<. a<. a<. a<. Utltra Low Tar/Lights 1 A<. A<. ABCE<3 A<_ A<. A<. A<. A<. A<. AJ<7 A<. A<_ A<. A<. A<. A<. A<. A<. A<. AT<9 A<. A<. 85= 100=+ 1 A<. A<. ABCE<3 A<. A<. A<. A<. A<. A<_ AJ<7 A<. A<. A<. A<. A<. A<. A<. A<. A<. AT<9 A<. A<. CAMEL ]MENTHOL 2 A<. a8E<4 be<2 A<. A<. A<. A<. ah<5 2 2 A<. A<. A<10 4 A<. A<. aS<5 A<. A<. aT<6 A<. A<. Full Flavor 1 a<. a<. aboeG2 a<. a<. a<. a<. a<. 2 2 a<. a<. a<. 4 a<. a<. a<. a<. a<. AT<6 a<. a<. 85mm 1 a<. a<. abce<2 a<. a<. a<. a<. a<. 2 2 a<. a<. a<. 4 a<. a<. a<. a<. a<. AT<6 a<. a<. 100=+ . . . . . . . . . . . . . . . • • • - • ' • - Low Tar/Lights 1 A<. A8DE<4 A<. A<. A<. . A<. A<. ah<5 A<. A<. A<. A<. AO<10 A<. A<. A<. ASGF A<. A<. A<. A<. A<. 85= 1 A<. ABDE<4 A<. A<. A<. A<. A<. ah<5 A<. A<. A<. A<. AOQ0 A<. A<. A<. AS<5 A<. A<. A<. A<. A<. 100=+ Utltra Low Tar/Lights . . . . . . . . _ . . • . . . . . . . . . . _ 88TL 689T5
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6-JUN-1997 09:59 VOLFW:115 IXtt:372-60 RTR SE0ff'drPATION STODy : FFbALE S4MRS A® 25-34 Table 53 page 62 Q 11(NM+M): Brands Would Borrow at Part if out of UB : Total Meations _ y Total NT NF ST SF INT PNf INF FNF IST EST ISF ESF F27FP ISTJ .... NT..... .... NF..... .... ST..... .... SP..... Saa;ale Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Caao 56 Other 18 CauC 66 Other 46 Cauc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colamn Ref>Versus - Lower Case 80% Upper 908 A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AR K>AJ IJAM DDAL 2DAO O>AN P>AQ Q>AP R>AS S >AR T>AU U>AT V>Ai7 W>AV Wirgton 40 47 36 38 43 40 49 44 33 k<44 A<30 am<55 36 38 32 49 40 A<31 AR<60 36 42 aW<50 A<13 Camel 38 AaiE<52 d<40 A<30 34 38 Af<56 ai<53 35 33 A<26 29 37 33 30 AQ<60 AC20 36 arC56 32 A<26 W<38 A<17 Marlboro 31 26 ABDE<41 28 27 g<40 a<22 38 A<42 27 30 A<18 1<33 Ao<52 36 25 31 AS<45 22 0<35 A<17 25 34 ViM+nsa Slims 27 24 D<32 A<20 d<31 A<8 F<30 A<9 AH<40 A<16 j<26 31 32 a<18 24 Q<29 A<6 25 AR<60 A<19 23 34 2 0 Basic 27 a<20 ABdE<36 26 22 G<38 A<14 19 AH<42 24 28 28 a<18 0<32 A<8 21 ad6 32 Ard2 28 21 v<24 A<ll Doral 22 23 23 20 21 ag<36 18 27 21 20 20 19 23 A<5 N<17 Q<28 A<1 A<15 ARG59 18 25 21 24 Sa).em 21 A<12 B<26 b<20 B<24 14 A<11 24 26 A<13 aJ<29 15 a1<30 28 17 A<12 14 22 Ar<42 19 22 19 AV<4 7 Benson G Hedges 20 ad<26 20 16 20 A<10 AF<32 14 22 A<12 20 20 19 13 15 26 26 A<11 AR<58 17 a<13 21 14 Merit 20 A<8 B<18 B<21 ASC<30 A<8 A<8 17 18 AR<30 A<10 AM<46 18 A<6 N<20 AQ<10 A<. A<10 AR<51 V<25 a <13 Aw<33 16 GPC 18 D<21 aD<23 A<9 D<19 A<5 F<26 24 22 A<15 A<l 26 15 A<8 A<8 23 14 16 AR<50 A<10 A<6 16 av<34 NeWport 17 22 19 14 16 A<4 aF<28 24 17 . A<8 J<21 11 19 0<18 A<7 24 12 15 ar<33 13 16 14 25 Kool 13 12 12 aE<17 9 10 12 aI<25 a<7 18 15 9 8 A<2 AN<27 9 p<24 A<5 AR<44 10 AT<30 A<4 aV<30 A new full price brand you'd never 15 De<17 AbDEG28 A<6 A<9 A<6 F<21 24 A<29 A<6 A<5 A<2 L<14 AO<31 A<8 Q<21 A<2 a<22 AR<52 AU<9 A<. a<9 8 seen before A generic/store brand 13 DC15 ADE<23 A<4 DG12 A<3 F<20 21 A<23 A<5 A<3 10 13 0<21 A<6 q<18 a<5 17 AR<48 A<4 A<5 12 8 NET: Savings Brands 49 47 ABDE<64 A<38 45 47 46 50 Ah<69 A<36 41 42 47 AO<62 A<25 q<51 A<30 A<65 60 A<39 A<36 45 44 None/Don't know * * . . . 1 . . . . . . . . . . 1 LOZL 68°TuS 9
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6-JVN-1997 09:59 WIRF.E':115.DRI:372-60 R.7R SEGMffiiTATION STODY : FPM4TE SHOPM12S AGFD 25-34 Table 59 Paqe 69 0.1a: 8ra:x1 Familiarity : Brand Impressioei -, . .- -. Based on Aon-1Sentho1 Smokers Total NT NF ST SF IIiT ESiT INF P21p' IST EST ISF ES£ ENFP ISTJ .... NP..... .... lY£..... .... ST..... ....32.-•.. Sasple Basa . 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Casu 28 Other 7 Catx 39 Other 5 Canc 39 Other 18 Cam 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Siq Test Colums Ftf>versus Lover Case 80! Vpper 908 A B>ACTE C>ABDE D>ABCE FJABGD F>AG G>AF HDAI I>Ati J>AtC 1pAJ L>AM bDAL IP>IO O>AR P>AQ Q>AP R>A S S>AR T>AV U>AT V>AW p>AV Camel 20 d<27 20 15 21 18 28 13 22 A<6 J<26 20 21 14 12 25 38 23 . 15 14 20 32 Winston 21 A<7 ABDE<39 A<6 BD<22 . A<9 1 A<51 A<3 A<9 19 23 AO<41 A<6 A<8 1 A<39 40 A<2 12 24 • Marlboro 4 A<1 3 4 b<7 . a<1_ 4 2 2 8 3 10 5 3 A<1 1 3 . A<1 t<12 8 . Marlboro Menthol 16 D<22 16 A<8 DG7.9 10 25 26 12 a<9 A<7 23 17 24 16 23 15 15- 21 7K6 13 17 49 Salem 16 11 DG18 A<6 ABD<27 5 12 47 a<10 A<3 11 A<33 23 A<5 A<6 11 4 21 1 A<7 A<4 A<28 20 Herport 25 19 ABDE<39 e<24 A<14 1 23 35 A<41 17 j<33 19 A<t0 AoG56 35 22 . A<44 15 A<6 AT<57 A<15 2 Doral 12 d<12 D<16 A<3 D<14 2 14 . a<21 A<3 A<3 A<. AL<25 12 6 8 44 16 13 A<3 A<3 14 19 6PC 15 AC! ABD<25 A<4 bDC19 2 a<8 26 a<25 A<2 AG7 A<. AL<33 AOC52 A<5 a<7 3 A<29 1 A<5 A<2 21 . Basic 13 A<4 A8DG22 A<6 b<13 . a<5 4 A<27 A<4 9 A<1 L<22 AO<40 9 A<. 35 16 53 9 A<2 14 2 Doral Menthol 13 A<3 B<17 B<17 b<li 5 A<3 17 17 7 AJ<29 16 7 Ao<36 14 A<4 . 17 19 A<6 AT<37 9 29 GPC Menthol 14 A<3 B<15 BG79 B<16 5 A<3 . 20 9 AJ<34 a<6 aL<24 AO<41 16 A<4 . 15 19 a<7 AT<43 15 28 Basic Menthol 10 6 e<14 13 a<6 3 6 . a<18 A<1 AJ<28 a<3 7 AO<36 A<2 7 . 13 21 a<4 AT<28 6 2 NET: Basic • 1 7 . . . . . . . . . 1 . . . . . . . NET: Doral/GPC/Basic (24O 28 D<23 ABDE<48 A<8 D<25 2 27 29 A<53 A<4 A<14 A<1 AL<42 AO<63 A<9 A<15 79 A<46 54 AG11 A<4 25 20 NET: Doral/GPC/Basic Menthol . 18 A<6 B<19 B<21 B<23 5 A<6 17 20 a<9 AJ<37 19 25 AO<41 16 Af7 . 19 21 A<8 AT<45 22 29 NET: Doral/6PC/Basi.c 37 a<28 ABDE<53 A<27 33 7 32 46 A<55 A<12 J<47 A<20 L<44 AO<63 a<23 A<21 79 A<51 60 AG16 T<47 32 48 None of these 43 c<S1 A<33 ACE<55 39 77 45 38 a<32 AK<67 39 33 43 A<24 35 A<57 3 A<32 40 AUn5 A<18 38 47 tTZL 589T5
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6-JUN-1997 09:59 VOIdiEF:115 DRI:372-60 R.TR SEQg1iTATION STUDY : Ff1M41LE SMPURS AGED 25-34 7able 58 Page 68 4.6: Second Choice Brand Based on Non-1•f'atriol Smokers Total NT HF ST SF IRT IIPT IN[ ENF IST E8T ISF ESF ENFP ISTJ .... HT..... .... NF..... .... ST..... ....SF....- Saaple Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cauo 28 Other 7 Ca= 39 Other 5 Ca. 39 Other 18 Cauc 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Col~ Ref>Versvs Lover Case 80% Upper 90! A B>ACSSE CpAffiSE D>ABCE E>ABC9 F>A6 GQAF H>AI DAH J>AK AAJ L>AM M>AL H>AO O>AN P>AQ Q>AP R>AS S7AR T>AU U>AT V>AIW W>AV Marlboro 20 15 d<2d A<12 bD<27 17 1d 28 26 A<7.0 15 12 AL<39 AOG53 . 18 16 3 a<28 . 15 A<5 25 51 Camel 13 ce<20 A<7 ACEd4 A<7 14 21 2 9 AA<34 10 A<' L<12 A<2 AN<50 a<22 . 40 a<23 25 a<8 2 Basic 10 9 14 9 7 . 11 17 14 A<1 aJ<20 5 9 A<2 A<. 11 a<17 1 A<1 aT<24 8 . Winston 10 9 12 11 7 55 A<. 30 6 14 7 M<17 A<' 12 10 11 13 6 9 16 8 Virginia Slims 6 Cd<9 A<1 A<2 ACD<14 . 11 . A<1 3 A<1 Am<23 8 a<2 6 10 A<1 . a<2 a<2 A<16 . GPC 5 D<11 d<6 A<1 5 . 13 . 8 A<_ a<1 m<10 A<. A<. A<. 11 14 A<. 40 A<1 A<. 5 Cambridge 3 A<1 A<• ABC<10 c<4 3 A<. . A<• AKQ7 A<. aG10 A<. a<I 4 a<1 . A<• _ AU<15 A<. 5 Doral 3 A<. BE<6 be<4 A<. . A<. . a<8 2 7 A<. A<. A<. 3 A<_ . a<7 _ 5 2 A<_ Salem 2 A<. A<. 1 ASCd<7 . A<. . A<. A<. 2 A<. AL<13 A<. A<. A<_ . A<. _ A<. 2 A<8 American Spirit 2 A<. Affi>E<6 A<. A<. . A<. 26 A<. A<. A<. A<. A<. A<. A<. A<_ . A<7 . A<. A<. A<. Harley Davidson 2 A<. A<. A<. ABCD<7 . A<. . A<. A<. A<. AM<16 A<_ A<. A<. A<_ . A<. _ A<. A<. A<8 Parliament 1 acde<7 a<_ a<. a<. . a<8 . a<. a<. a<. a<. a<. a<_ a<. a<7 . a<. . a<. a<. a<. 2.ssckv ctrikP 1 4 a<_ a<. 2 . 5 . a<. a<. a<. a<_ 3 a<. a<. a<. 35 a<. _ a<. a<. a<. .> Benson t Hedges 1 . 2 2 a<. . a<. . 2 1 2 a<. . 5 3 a<. . 2 _ 1 2 a<. Newport 1 1 a<. c<3 • 2 1 . a<. . aj<7 . • . . 1 4 a<. _ . 8 a<. Players 1 . 2 . . . . . 3 . . . _ 6 . . . . - 13 . . . Vantage . 1 1 • . 4 . 4 . . * . _ . . 1 . 1 . * . . Merit ' - 1 . 1 . . . . 3 . . . 1 NET: Savings Braads 24 21 29 24 23 3 25 17 32 20 28 AM<42 A<9 A<8 A<7 22 14 24 54 22 26 25 _ None o£ these 17 13 18 e<22 12 5 15 3 23 18 a<29 A<7 17 17 A<6 a<9 44 21 _ Au<28 13 11 28 FvZL 689TS ~ ~
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6-JVN-1997 09:59 VOtf0=P:115 DtI:372-60 RJR SEQMENTATION STVDY : FFS.mrs SMO10:R5 AGED 25-34 - Table 64 Page 74 Q.11(MO: Brands Would Borrow at Party if out of US : First Mrsrtio¢i Based on Noai-Mmthol Smokers IST EST ISF ESF Eta'P ISTJ .... PT..... ....NP_.... ..... T..... Cauc Other Cauc Other Catsc Other Caue Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Calunn Ftr.f>Versus Lower Case 80$ tTpper 90% A B>ACDE C>ABDE D>ABCE EYABCD F>AG G>AF FDAI I>AFi J>AK K>AJ L>AM 1DAL N>AO O>AN P>AQ Q>AP R>AS S>AFL T>AU II>AT V>AX W>AV Camel 27 ACE<41 a<20 acE<34 A<18 7 A<48 25 a<18 Aic<53 A<9 a<16 20 A<7 AN<60 A<46 . A<16 53 A<39 25 20 2 Marlboro 22 19 AbDe<32 17 18 27 17 13 A<38 16 19 a<13 23 AO<51 25 19 17 A<38 . v<22 A<9 17 30 Winston 15 14 d<18 A<9 d<19 55 A<5 30 14 9 a<8 27 13 aO<28 A<. 11 35 20 6 a<9 8 21 . Virgi.nia Slims 8 C<9 A<1 - C<9 aC<14 - 11 . A<1 A<1 AJ<19 A®C23 8 AC2 a<2 11 . A<1 . tK12 A<2 a<.6 . Basic 7 A<. A<' ABC<18 aBCQ2 . A<. . A<' a<16 A<20 16 10 A<1 3 A<. . A<. 1 a<14 A<24 13 7 Salem 5 A<' BG'7 b<4 B<7 - A<' . 10 A<. J<9 A<. aL<13 5 A<. A<. 3 9 . A<. t<11 8 . Doral 4 A<1 bG7 b<6 2 4 A<. 2 8 5 7 6 A<_ A<. n<10 A<1 . 8 . 4 10 A<. 28 Benson & Hedges 3 5 2 a<1 5 . 6 4 2 A<. 2 A<. 1<9 4 A<. A<. 41 3 - A<. 2 5 - GPC 3 1 bD<6 A<. 3 5 A<. . a<8 A<. A<. A<. 5 A<. A<. 1 . A<. 40 A<. A<. A<. 34 Newport 3 a<• abE<6 e<3 A<. 2 A<' 26 A<. A<. j<7 A<. A<. A<. A<. A<. 44 a<7 - A<. 8 A<. . Merit ' . 1 ' . . . . 1 • . . . 3 - . . 1 ' .. . . A generic/store brand 2 ACDE<10 A<. A<. A<. . A<13 . A<. A<. A<. A<. A<. A<. A<. A<12 . A<. - A<. A<. A<. . NET: Savings Brands 16 12 13 abc<23 18 9 13 2 16 21 a<27 21 15 A<1 n<13 14 . A<8 41 18 At<35 13 69 6ZZL 68a?5
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51689 7~72 L8'86 9S'E0T SE'£OT 96'ZOI 08'ZOT ZZ'86 £P'ZOT TS'S0T SZ'Z0T LZ'86 8L'T0T TD'EOT £6'£0T Z£'ZOT 9T9'0 809'0 SZS'0 POP'0 E99'0 £PS'0 69L'0 £S9'0 66P'0. S09'0 8Z9"0 L98'0 LZP'0 L9P'0 Z9S'Z ILT'9 £95'£ P8Z'£ ET8'Z P90'9. 6£P'E ZET'D SST'£ SZS'£ £ZO'D 85I'9 £ZZ'£ 99P"E >AlB >Y >Y >K >!I >CY 9L'66>7T9'ZOT L6'Z0T 85'Z0T Z8'TOT 09'66>flEO'£OT S£'£OI>YSZ'ZOT 6Z'66>Y 66'TOT 8Z'ZOI ZZ'£OT ££'ZOT 99'66 SL"L6 ZZ'90T 6L'POI 9£'ZOT £PS'0 6T8'0 ZIL'0 OE9"0 0T5'0 P9L"E SLT'9 £ST'9 PIZ'£ I80'D >HY >Y >.6tt 69'00T 69'86>K68'Z0T TS'POT TT'ZOT>' 86'ZOT S0'66 ZE'POI £'ZOT OZE'0 099'0 9TS'0 0£Z"0 06£"E 8S6"E L66'£ LDO'D >QOV ZL'ZOT>OtCCO'OOT>Y 8Z'EOT 6'T0T LL>Ad 6Z>V EE LZ>Y ZP 09>+1t T£ 9Z>7 D£ Z9>OV E£ PP 6T>7 8£>X ZS>Y L9>Y ££>3 TT>tl LE 6Z>Y .95>3Q87 LZ>Y 6E £Z>7 TL>MY L9 EL>Y 85>= ODW 69 PL>Y 99>H 8£>'d L9 99 T8>C7 Z9 8D>V ££>'d 49 68Y3Y £9» TL>JFl PPYd £L>04 T9 P9'00T OE'ZOT TT'£OT 99'66 ZEL'0 9Z9'0 OLS'0 ZZS'0 80'90T ZL'SOT 96'P0T £S'66 LT6'0 TLP'O L£T'I 6TL'0 L£'66 T99'0 88'SOT 99S'0 6S'ZOT 85'TOT 9£'£OT OZ'66 OES"0 T00'T L0S'0 8SS'O IT'90T LP'S0T 6L'L6 £LP'0 TD8'0 658'0 0£'OOT SO'ZOI £08"0 9TS'0 88'TOT E0P'0 80'90T ZZD'0 ZL'66 £Z9'0 8'ZOT ZSZ'0 6T0'E D6Z'P S98'£ ZPZ'9 688'£ PZS E 980'S SPS'9 08T'9 T8T'£ D6£'E E08'D I£8'E TPT"9 LLZ'E L8Z'P LOO'S £60'D PZT'9 L9Z'P TE9"E SZ8'D D9D'D >g >.bY >Y >=d W >d >Y >O7 >1 >Ft >P7 N3 >V57 >E >3Q8'd LS'p0T LL'TOT L8'ZOT 69'OOI L£'SOT SO'POT ZS'ZOT 05'66>1t £S'OOT SI'SOT 6Z'Z0T 0S'OOT 66"Z0T PO'OOT 89"P0T DZ'£OT 8L'66>7LT'TOT 9S'TOT>8 P£'TOT>4YOE"90T 9T'00T>7 0'ZOT 89 ZS 6E'EOT E9S"0 ZZE'Z S£ S9 TT'ZOT TLS'0 ST6'£ SZ>Y SU1d L9'TOT E69'0 LPE'E DS>07 9P>Y £P'EOT TTS'O £ST'P ZTYd 88>=K P0'00T 8TT'T ZPL'P 9Z>sY PUY 0£'S6 LSP'0 LIP'E 8E Z9>H 90'TOT 0LL'0 £DP'£ L9>04 EEW 06'86 9LS'0 T£9'£ £9>tiv L£>Y L6'ZOT £LS'0 LZ9'£ ET>Y L8>OY PL'S6 689'0 LT0"9 0£>g LD>- LT>Y S9>W 6T>'d 0L>Ie £S E8>Pd S£>'d T8>V7 88"ZOT 9T'Z0T 6S'Z0T ZS'EOI Z8'S6 E99'0 L99'0 £OS'0 OES'0 S9S'0 £PZ'P 86T'E 86L'E DE6'E 9I6'E SE>? 99 9Z'S6 8£9'0 TSZ'E £9>Y LE>V LZ'66 TZ9'0 PZ9'£ LS>Y £9>Y TS'86 6Z8'0 9ZZ"P L£>J 99>0 £Z>Y E9>8 9S>H LL>3QflFl ZS"ZOT 90'£OT 8£'S6 Z8P'0 89E'0 L£P'0 ZS8'£ 068'£ 8SL'£ T9>30J4 6£7rf ZZ'66 68P'0 I6L'£ 6E T9 S'00T ZDZ'0 99Z"P >AY >Y >7 >ri >dQ >HY >7 >p >Y >Y > '8Y >06Y 98'EOT Z6'OOT L9'TOT 66'TOT 88'86>39T'L6>YSZ'TOT 8Z'86>Y SP'ZOI OL'L6>Y £S'TOT T£'TOT OS'TOT 8T'ZOT Z9'L6>Y60'L6>7S8'86>Y80'66 . P9'TOT 88'TOT 8D'L6>}1 T6'86XFI E6'66 9>Y 6£>!lh' 6£>3Y SZ>Y £S T8>SY TV 59>bY 6Z>Y 89>0Y ££>h' EE>rf OE>Y 0£>Y PL>Y 08w 65 Z9>p ££>Y OE>V 9L>308Y 09>3QY OS 96>AV T9>rt I9>Q SL>nY LP>U 6T>Y 65>d S£>Y IL>Htt ZEW L9>Y L9>Y 0L>rt OL>V 9Z>`d 0Z>Y TV 8£>II L9>J8Y OL»8Y PAY 09>DV OS 9T'T0T OZ'66 P9'66 ST'IOT 8T'S6 86'E6 P£'86 TL'66 S6'£0T I6'T6 8L'86 89'9oT 09'86 98'IOT 6D'96 9Z'D6 PT'00T 90'86 £8'66 SS'OOT 9£'D6 LS'66 9L'L6 T8E'I OLO'T 668'0 T88'0 ZTT'T £0L'0 99£'T 088'0 LOO'T OIL'0 Z90'T 6DS'T P96'0 Z£8'0 T9L'0 L£0'T P00'T 8Z0'I 068'0 P99'0Z09'O LEL'0 LLE'0 969'S 9E£'L 860'9 09T'L 8TL'4 09Z"S 8T0'9 695'S 0L£'9 T9T'P 66L'9 LZ9'L 6LZ'L ILI'9 SET'S S8Z'S P58'S T9Z'S 9ZT'L ST8"9 8L1'S 60L'S EP9'9 >+t >2 >v >xv »r >xrr »arc £O'ZOT L8'66>Q6Z'O0T 9T'IOT £Z'96>QDZ'S6>YLT'OOT LP'86 9S'EOI 98'E6>Y Lt'66 L£'IOI ZE'66 EO'ZOT £E'S6>Y69'S6>7S9'86 tE'66 SZ'OOT>3YD8'OOI Z9'S6>Y £8'86>D £L'86 ZS ZS 65>i SD>Y IS>Y 8L>Y 9S LS 9£>Y 58>OY 6s ZP>Y £9>C 6E>Y 9L>Y S8>Y DS 99 ZS>Q 0S>Y 6L>30flY LS 09 84 8P T9 SS>rW 6T>Y ZZ>Y tt ED 99>ilY ST>Y TV 8S>Y LE I9>Y1t DZ>Y ST>Y 9D P£ 89>JY OS>7Y TZ>Y £9>J OP AY<!1 tlYUa SYGO RY<S WK3 SYQI 8ttfb OY<d DitKO O*u'QI 1XGI %VCI LYOI YYGC A1KI IYQ{ 3YGJ 9'YGH 0'fl YG4 MflY<Q 3GSY© 30:AKfi V 6 E9 ZZ T9 ZT ES 6 Z£ £Z SZ I£ TZ 8Z SE 8P LT OE TT ZS £9 S9 T9 TZZ Lt LP 99 99 8T 99 OZ OP 09 9E T9 £Z LS 55 8? 9Z 9E 9Z P9 ZTT 9L 09 OT£ xftYaO -WMO ZwKLiO Q-nrJ uq4O =U* .mq;O onv, . _...as .... .....11 .... ...... w .... .....11 .... fSSI d3lII ds:i 3SI SS3 SSI IS SS d8 .Ta Moi LZ abed 9Z alQai 9£-SZ 03;7Y S'd[iOFS 3I56zid = 7WOS3 ADISYSeLDDW UPlI 09-ZL£=IIffi STT:=TION aeipaA pa4eTocZzalul 20iza PsQPuezS IZOSZETAaQ pSEpi221$ :uoissramiQ ,;y -?PaYi PaaeTo3za;aI ~=Z3 RzYPUVzS uoTlaTAaQ PSQP-l'43 u¢spapl paaelodzaZul 20=G P2QPuw'4S UOn4?Aaa RZePUWas =OU3 PspPueqS uo?aQ?Aaa PMVPQVas ~Q3 UVOYi Hi Pi :uo'csuarcQ Idt' Y06 -ddII S08 OSWO -A-I -A<3a'S -`1o'J 9saJ, bF8 KII8 Pa3qb?oM atQH aIdwS aU3a471 pa4s8 I-A =-Q9'O 65%60 L66I-NOP-9 0 0 0
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6-JUN-1997 09:59 VOIdiEF:115 X)iI:372-60 PJR SEC24Q74ATION STVDY : FIINALE SYppQ+gS AGm 25-34 = Table 51 Page 60 Q.F, 1, la: Brand Vn£asiliarity : Not Vsual Brand/Sver Tried/Brand Iapression Total NT NF ST SF INT PNT n7F ENF IST EST ISF ESF ENFP ISTJ NT..... .... NF..... .... ST..... .... SF..... Samp1e Base Weighted Base 310 221 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Cana 56 Other 18 Caue 66 Other Cavc Other Sig Test Colvmn Re£>Versiss 41 65 63 52 li 30 17 II8 35 28 21 31 25 23 32 9 53 12 41 46 22 47 43 17 9 Lrnrer Case 808 VPpr e 90% c 1 A B>ACDE C>ABpE q>ABCE E>ABCD F>pG G•> AF H>AI I>AH J>AA R>AJ L>AM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AW W>AV ame W t 31 28 26 30 abc<39 AG<75 A<ti 30 25 32 26 37 a<40 28 34 a<21 AP<5II aC14 38 29 32 34 AV<60 iuu on lb Ma 37 38 36 40 33 AG<54 32 35 36 37 43 31 34 28 AN<49 34 ap<52 31 ARG57 39 40 A<24 AV<74 r oro M lb 12 11 a<8 ACe<17 10 AG<26 A<5 aI<22 A<3 13 Aj<23 m<17 AG5 A<5 n<14 A<5 AP<31 A<4 aR<25 11 AT<29 A <5 AV<37 oro 24entlol ar S l 54 AcE<65 52 55 48 AC,C87 57 54 51 49 aj<64 52 45 A<31 A<38 A<67 57 53 47 AV<64 A<40 a<45 62 a em N 48 52 49 48 44 PG<71 45 38 53 a1C<58 A<35 m<55 A<36 41 53 Q<57 a<33 45 arC65 50 43 W<48 A<25 e.'Port D l 43 A<27 3<41 B<44 ABCd<56 a<29 A<26 45 39 aA<52 a<34 52 A<59 a<31 37 A<26 30 S<45 A<24 AV<59 A<17 AW<62 30 ora GPC 56 59 57 51 58 AG<83 50 ai<69 53 50 51 am<70 50 49 53 60 51 59 51 49 53 59 54 B i 55 aC<64 A<42 C<56 aC<63 A<74 61 49 A<39 52 62 AM<78 53 A<34 N<55 - 62 a<71 A<43 A<36 60 49 AW<68 42 as c D l M th l 55 ACE<66 50 57 50 a<67 a<65 AI<71 A<43 56 60 AM<76 A<32 A<38 N<59 a<66 63 53 a<38 57 58 50 50 ora en o th GPC M l 78 ACBE<92 d<78 A<69 76 A<94 A<91 75 80 k<75 A<63 a<63 aL<86 A<64 A<62 A<92 A<91 79 76 u<74 A<62 7 8 71 ~ c B i AS th l 78 A®<89 75 A<72 IX82 82 A<92 aI<87 a<70 k<77 A<65 a<89 78 A<57 a<69 A<92 81 S<79 A<57 V<78 A<60 a<85 72 as c rs. o NET I? l 81 ACDe<91 80 A<75 82 a<89 A<92 AI<95 74 k<80 A<67 86 78 A<68 74 A<90 A<97 S<84 A<62 u<79 A<66 83 76 : ora NET: GPC 52 53 d<56 a<46 52 AG<80 44 a<66 52 44 49 57 49 49 44 55 49 58 49 48 a<42 52 54 NET B i 54 ACd<64 A<41 c<53 ACd<63 A<74 61 47 A<39 49 57 A%<78 53 A<34 n<51 62 A<71 A<43 A<33 V<58 A<42 AW <68 42 : as c NET D l/ 52 ACE<63 48 53 47 A<67 61 AI<68 A<41 51 56 AM<72 A<31 A<38 n<55 a<63 63 50 38 56 48 47 50 : ora 6PC/Basic (2A0 NET D l/G 35 AC<44 A<22 AC<42 c<33 AG<64 37 1<44 A<15 40 A<45 AM<59 A<15 A<20 N<39 a<46 36 A<L1 27 a<43 40 34 30 : ora PC/Basic Menthol NET D l/ 66 ACDE<84 68 a<60 a<58 a<79 A<85 70 67 65 A<55 56 60 a<55 A<52 A<86 77 S<72 a<49 V<68 A<47 a<58 60 : ora GPC/Basic 30 ACB<41 A<19 ACe<37 26 AG<62 34 1<38 A<12 34 A<41 M<41 A<15 A<19 n<32 A<43 34 A<19 21 AV <42 27 25 30 ~07L 6?9Ti.S 9
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S 516$9 7223 SZ 8£ ZS 99 8Z 49 I9 69 £9 4L £9 ' IS L9>Q 85 £S 9L 9s 0£W 09>3 9S>3 S9>3 SS abaraj 6L Z9 89 9£ ZL ££ 6£ T£ L£ 9Z LS 001 69 ££>Y Z9 L9 9Z 99 0L>CD8Y 09 99 5£ S9 azoo AtKl1 d7tA StKA AYGt WY<S S7f=I 8SK0 aY<d !iY<O OYGti Tst6I YMCI Pv~cY YYtf HK<I IYQH ZY© 9Ytd OOBK Q 3eY<Q mfiYq 3MtKfi v 06 X-14A 908 asp'J sWLO'I AG3o'd -Tco -4-b bTS S 9 TT 8T S £T S S 9T 6 8 9 £T 9T TT 9 S S TT 6Z LI OT 89 -vs aQa*36.+n 6 OT 8Z LZ £T LT £T ZI £Z 9T ST 9 9Z 6Z 8T ZI £T ZT 6I SS 0£ SZ 6ZT asQg aTdmrwS =w~O -p'J S-t30 -Y'J =oLt30 =19'J Z"PO onQJ ...... IS -... ..... ".... .....11 .... fSSI dm dS3 3SZ SS:d SSI 32II 3tII ScLd +Em .TS SS .dLt SK TWWi 8L obaa 89 aTRYS . 9£-SZ 03Jh' S=aoS 3MLd3 = 7.q07S HOISYStLmJ3S 27P8 09-ZL£=I3IQ STI=33itI0A -Xc-S T-q3wf2 cn PxpB P~=H TWMA 3o abnzia/aMoo :9'a 6S --60 L66T-ti0P-9
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6-JVN-1997 09:59 - WLBEF:115 DR1:372-60 PJR SECi427TATIOH STODY : FPMAIE 54322'RS A6l9 25-34 Table 50 Paga 59 Q.F, 1, la: Brand F'as+l;ar+ty : Usual Brand + Brands Ever Tried + Brand Impressicn Total NT NF ST SF I1PL ENT IlMF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... HF..... .... ST..... .... SF..... Savple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Cavc 56 Other 18 Cano 66 Other 46 Cauc 47 Otl'n_r l7 Keic)hted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Coliaan Aef>Versus Lower Case 80! Vpper 909 A B>ACDE CpABDE D>ABC2: E'>ABm F>AG ©AF H>AI DAH J>AR AAJ IJAM 39AL N>AO O>AAN P>A4 0>" R7AS S> AR T>AII U>AT V>AW W>AV Camel 69 e<72 e<74 70 a<61 AC25 AF<89 70 75 68 74 63 a<60 72 66 a0G79 A<46 a<76 62 71 68 W<66 A<40 Niilstan 63 62 64 60 67 A<46 F<68 65 64 63 57 69 66 0C72 A<51 qC66 a<48 S<69 A<43 61 60 ASi<76 A<26 Marlboro 88 89 aD<92 A<83 d<90 A<74 AF<95 a<78 AH<97 k<87 A<77 83 A1<95 Ao<95 86 AO<95 A<69 AS<96 a< 75 II<89 A<71 Ai7<95 A<63 Marlboro Menthol 46 A<35 b<48 45 B62 A<13 F<43 46 49 k<51 a<36 48 55 A<69 A<62 A<33 43 47 53 A<36 AT<60 a<55 38 Salem 52 48 51 52 56 AG29 F<55 62 47 a<42 AJ<65 45 AI<64 59 47 43 aP<67 sG55 a<35 50 57 52 AVC75 Newport 57 A(9E<73 E<59 e<56 A<44 aC71 A<74 55 61 a<48 aJ<66 48 A<41 a<69 63 A<74 70 55 AR<76 A<41 A T<83 A<38 V<70 Doral 44 41 43 49 42 A<17 F<50 a<31 h<47 50 49 a<30 1<50 51 47 40 49 41 49 51 47 41 46 GPC 45 a<36 ABDE<58 44 a<37 AQ6 39 51 A<61 48 38 A<22 L<47 AO<66 45 38 a<29 A<57 A<64 40 51 A<32 V<5 8 Basic 45 A<34 B<50 43 B<50 a<33 a<35 A<29 AH<57 44 40 A<24 AL<68 AO<62 41 a<34 37 47 a<62 43 42 50 5 0 Doral Menthol 22 A<8 B<22 ABc<31 B<24 A<6 A<9 25 20 25 Aj<37 aM<37 a<.4 A<36 A<38 A<8 A<9 21 24 26 At<38 2 2 29 GPC Menthol 22 A<ll B<25 ABE<28 18 18 A<8 a<13 aH<30, 23 Aj<35 a<11 22 A<43 a<31 A<8 19 21 AR<43 22 AT<4 0 a<15 28 Basic Menthol 19 A<9 BQ0 A8<25 b<7.8 a<ll A<8 A<5 H<26 20 Aj<33 14 22 A<32 26 A<10 A<3 16 ARG?8 21 At<34 1 7 24 NET: Doral 48 47 44 ac<54 48 A<20 F<56 a<34 48 56 51 43 51 51 56 45 51 42 51 52 a<58 48 46 NET: GPC 46 A<36 ABdE<59 be<47 A<37 A<26 39 53 A<61 51 43 A<22 L<47 Ao<66 49 38 A<29 A<57 A<67 42 AT<58 A <32 V<58 NET: Basic 48 A<37 B<52 47 B<.53 A<33 39 A<32 AH<59 49 44 A<28 AL<69 A0<62 45 a<37 37 50 62 44 52 53 50 NET: Doral/GPC/Basic (23d) 65 A<56 ABDe<78 A<58 67 A<36 F<63 56 AH<85 60 A<55 A<41 AL<85 AO<80 61 a<54 64 A<79 73 a<57 60 66 70 NET: Doral/GPC/Basic Menthol 34 A<16 B<32 aB<40 aB<42 a<21 A<15 30 33 35 A<45 44 40 a<45 A<48 A<14 23 28 aR<51 32 AT<53 a <42 40 NET: Doral/GPC/Basic 70 A<59 AB2K81 A<63 Bd<74 A<38 F<66 62 AH<88 66 A<59 59 AL<85 Ao<81 68 Ac57 66 A<81 79 A<58 T<73 75 70 ~ v C s,99rS
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6-JVN-1997 09:59 Q.12: Usual Braxd Affinity Rating Based on Ncas-YAtithol Smokers Sample Base Weighted Base Sig Test Co1tmm Ref>versus Lover Case 80% Vpper 90% This is a highly desirable brand for me - like a really close friend This is quite an acceptable brand for me - like a good friend This is an okay brand for me - like a more casual friend I am neutral and have no real opinion about this brand one way or the other. It`s like a person I could take or leave Don't know VOZREF:115 DRI:372-60 AJR S6Q427fATIOH STUDY SMOKER8 AGED 25-34 Table 66 Page 76 tatal NT NF ST SF ZNS IIiT II4F FFF IST ESI' ISF FSF F1dFP ISTJ .... NT..... .... NF..... .... ST..... ....SF...-. 181 153 35 31 44 48 57 34 45 41 14 5 21 26 14 11 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Cauc 28 27 Other 7 4 Cauc 39 40 Other 5 7 Cauc 39 22 Other 18 12 Cauc 37 37 Other 8 4 - - A 8>ACDE OABDS D>ABCE S>ABCD F>AG G>AF EDAI I>AH J>AK lOAT L>AM NDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T >AV U>AT v>AR X>AV 60 A<47 ABE<72 ABL<70 A<49 32 50 61 A<75 68 a<72 47 50 A<83 72 A<43 79 A<74 59 62 AT<85 A<46 82 26 ACDE<49 a<19 A<17 23 57 A<48 32 A<15 AQ2 24 25 22 A<12 20 A<55 7 22 1 20 A<12 24 18 - 11 A<l b<7 B<12 ABC<21 7 A<. 4 8 R<18 A<3 A<28 16 A<_ 7 A<1 . A<1 40 U<26 A<3 A<23 3 2 1 1 acd<6 4 2 4 A<. 1 A<. A<. aLGll A<. 1 1 14 1 . 1 A<. a<7 2 2 . . . 1 5 . . . 2 ~ . . . • . TZ ~1. 6?ai7 •
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Total NT NF ST SF ZNT ENT INF P1iF IST EST ISF E.4F FStFP ISTJ .... NT..... .... NE..... .... ST..... Saaple Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cavc 28 Other 7 Cano 39 Other 5 Caac 39 Other 18 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 Si T~t Col~i Ne£>Versus 4 Lorer Case 80! Vpper 908 AB>ACI7£ C>ABDE D>kBCE E>ABW F7AG G>AF FDAZ I>AB J>AR tC•AJ 2JAM MDAL N>AO O>AN Y>A4 0>A9 R>AS S>AR T>ALT VYAT Camel 60 58 e<63 Ab£CJ3 A<48 25 65 75 59 A<77 68 52 A<45 62 a<75 6a 17 64 59 A<74 73 pinstoxi 55 AC<67 A<34 AC<68 C68 77 65 91 A<17 A<71 64 61 56 A<34 43 A<69 55 A<37 19 a<66 a<71 Marlboro 94 97 95 91 91 93 97 92 97 A1C<98 A<82 93 90 93 97 97 93 95 100 AD<99 A<77 Marlboro Menthol 27 A<15 b<26 B<30 8<34 3 a<17 18 29 34 25 31 35 A<46 38 A<11 41 24 40 aQ8 ATt53 Sa1em 25 Acde<37 21 23 21 2 A<45 3 26 17 30 A<5 L<33 aO<38 A<5 32 79 23 6 a<16 t<34 Newport 20 ACDE<53 A<7 A<10 Cdc20 62 A<51 1 A<9 A<6 14 22 19 A<. n<11 A<52 59 A<' 46 A<6 17 Doral 37 38 31 AbCE<52 a<29 29 40 30 32 Ak<59 42 29 29 48 a64 37 50 aC18 47 46 A<63 GpC 36 30 E<43 ABE<48 A<24 21 32 41 44 AK<59 33 a<24 a<24 25 ANG57 32 14 33 99 36 ATG70 Basic 39 31 39 . 41 43 34 31 39 39 a&<52 a<27 a<24 AL<58 35 42 33 17 37 47 35 53 Dora1 aientFbl 4 A<* aGl 2 ABCd<10 . A<* 4 AG1 2 2 AM<21 1 a<1 4 A<. 1 a<1 1 2 2 GPC ASantlwl 4 A<1 bG7 3 3 . a<1 4 8 3 2 5 1 a<1 4 A<1 . ' a<1 40 2 4 Basic Menthol 6 A<* B<7 a<3 aBD<12 2 A<* 5 8 5 A<. 11 13 A<1 8 A<1 . A<2 40 4 a<2 NET: Doral 39 38 32 AbCe<52 36 29 40 34 32 AkG59 42 45 29 48 a<54 37 50 a<29 47 46 A<63 NET: GPC 36 30 E<43 ABE<48 A<24 21 32 41 44 AK<59 33 a<24 a<24 25 AN<57 32 14 33 99 36 AT<70 NET: Basic 40 31 , 40 42 b<46 34 31 43 39 aK<54 aQ7 30 AL<58 35 46 33 17 38 47 37 53 NET: Doral/GPC/Basic Qa+t) 61 A<49 ABDE<75 58 58 36 51 44 A<85 . 63 51 A<42 L<70 AO<86 62 a<48 53 a<71 100 a<50 T<73 NET: Doral/GPC/Basic Menthol 9 A<1 b<9 A<4 ABcD<19 2 AG1 8 9 5 A<3 A<27 14 A<1 8 A<1 1 A<3 41 a<4 4 NET: Doral/GPCJBasic - 64 A<49 ABIK76 58 B<67 36 a<51 48 A<85 63 a<51 63 70 AO<86 62 A<48 53 a<72 100 A<50 T<73 None of these ' 1 . . .. - 1 . - . . . . . . 1 . . . . . .... SF..._. . Cauc Other 37 8 37 4 V>AW V>Ao aC50 28 60 34 90 100 aCi6 7 20 34 19 36 a<27 48 A<17 95 42 54 A<10 8 2 7 a<13 - 35 48 A<17 95 45 54 53 100 A<21 8 64 100 . . 9TZL 589ZS
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6-JS1N-1997 09:59 VOLREF 115 DR1 372-60 RJR SEGMENTATlOH STODY FhSfALE MOI 25 34 T bl 60 P 0 : : : Q:R.S A® S - a e age 7 4-1, is: Brand Familiarity : Brands Ever Tried + Brand Zmpression Based on Non-Merrthol Smokers Total NT NF ST SF Ilrf IIaT IlcF P27F iST EST ZSF ESF ENFP 18TJ .... HT..... .... HF..... ....ST..... .... SF..... Cauc Other Cauc Other Cane Other Caue Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 i8 37 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7- 22 12 37 4 Sig Test Column Ref>Versus Lc.rar Case 80% t/pper 90% A B>ACIIE C>ABIE a>ABCE aABCD F>AG G>AF FDA1 I>AH J>AlC R>AJ L>AM M>AL N>AO O>AN P>AO Q>AF R>AS S>AR T>AV V>AT V>AS7 i7>AV Camel 75 e<81 78 76 a<66 35 A<91 87 75 78 73 68 64 66 81 A<87 38 81 59 u<82 64 a<67 60 Winston 70 70 72 63 71 64 71 88 68 70 A<54 76 68 0<75 A<41 72 53 75 59 A<56 t<76 77 16 Marlboro 37 a<27 b<43 32 39 38 a<25 28 a<48 A<23 J<45 A<22 ALG53 AO<71 39 29 18 a<47 21 37 a<22 36 7 2 Marlboro Menthol 43 37 42 38 abd<53 13 42 44 41 43 a<32 55 52 A<71 53 35 56 39 60 A<24 AT<65 a<53 56 Salem 41 D<48 39 A<29 DC48 7 a<56 50 36 A<20 J<41 38 A<56 0<43 AGt1 43 83 45 7 A<24 39 48 54 Newport 45 ACDE<72 d<47 A<34 A<34 63 A<74 37 50 A<23 J<47 42 A<29 56 46 A<73 59 44 60 A<12 AT<74 A<3 4 37 Doral 46 49 45 50 41 22 54 26 50 ak<59 38 A<27 L<52 56 58 43 93 42 59 43 At<65 40 53 GPC 50 A<36 ABdE<65 b<50 a<42 20 39 60 A<67 k<59 a<38 A<23 L<56 Ao<76 56 a<39 17 a<60 94 a<39 AT<70 A<37 89 Basic 50 A<35 a8<58 47 B<56 31 a<35 35 A<65 k<56 A<36 A<26 AL<78 Ao<74 51 A<33 49 51 100 44 55 56 55 Doral Menthol 16 A<4 BU.9 B<19 B<21 5 A<3 20 18 9 AJ<31 AM<38 a<9 A<36 19 A<4 1 18 21 A<8 AT<39 20 37 GPC Menthol 18 A<4 B<22 B<22 B<19 5 A<4 4 a<28 12 AJ<36 11 1<25 Ao<41 21 A<5 . 16 59 A<9 AT<46 18 35 Basic Menthol 16 A<6 B<21 b<15 b<17 5 A<7 5 a<26 A<6 aJ<28 14 20 AO<37 11 A<7 . 14 60 A<8 aT<30 19 2 NET: Doral 50 52 46 53 50 24 57 30 51 60 43 43 56 57 58 46 94 43 60 45 at<67 49 62 NET: GPC 51 A<37 ABdE<67 b<52 a<42 23 40 64 A<68 A<62 a<40 A<23 L<56 A<76 62 a<40 17 a<61 100 42 AT<72 A< 37 89 NET: Basic 52 AC38 B<59 48 B<59 31 a<40 40 A<65 k<56 A<37 A<31 AL<80 Ao<74 51 A<37 49 52 100 44 57 59 55 NET: Doral/GPC/Basic (2a9 72 A<60 ABDE<91 A<58 d<71 36 65 68 A<98 64 A<50 A<41 AL<94 AO<97 65 AZ56 93 A<90 100 A<50 T<74 68 95 NET: Doral/GPC/Basic Menthol 27 A<7 B<28 BG25 ABcIK42 5 A<7 25 28 A<14 aJ<39 A<46 a<39 a<42 25 A<8 1 22 60 A<12 AT<49 A<4 3 37 NET: Doral/G8C/Basic 76 A<61 ABDe<92 A<59 B1K81 36 66 72 A<99 a<64 A<53 a<62 AL<95 AO<97 65 A<56 94 A<91 100 A<51 T<76 79 96 None of these . . 1 ST ZL 689:5
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6-JF&7-1997 09:59 WLREF:115 MtI:372-60 RJR SEGMEtaTATION STODY : FPSSALE SNIOIM.S A«D 25-34 Table 62 Page 72. 4.F, 1, la: Brand Familiarity : UsnalSrand + Brands Ever Tried + Brand Impression Non-M nth 1 Based k e on o Sao ers . Total NF IST EST ISF ESF E27FP ISTJ .... IIT..... ....27F..... .... SK'..... .... SF..... Saup1e Base N i h 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cauc 28 Other 7 Cauc 39 Other Ca= 5 39 Other 18 Cauc 37 Other 8 e g ted Base Te t Coltmn Ref>V Si 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 g s erstxe Lower Case 808 Upper 908 A B>AWE C>ARDE D>ABCE E>ABCD F>AG G>AF H>AI I>AF[ J>AK F>AJ L>AM 2NAL N>AO O>AH P>AQ 4>AP R>AS S>AR T>AU U>AT V>AW FbAV Camel 81 E<85 e<83 AE<88 A<69 44 A<93 88 81 83 Aj<95 72 A<66 76 87 a<89 55 a<87 59 a<89 87 A<70 60 `tinston 75 74 74 73 79 77 74 92 68 74 73 80 79 0<75 A<49 77 56 76 59 69 83 a<84 35 Marlboro m 97 98 96 98 93 98 96 99 AR<100 a<90 96 A<100 98 A<100 98 94 98 100 Au<100 a<88 98 100 Marlboro Menthol 43 37 42 38 abd<53 13 42 44 41 43 a<32 55 52 A<71 53 35 56 39 60 A<24 AT<65 a<53 56 Salem 41 D<48 39 A<29 D<48 7 a<56 50 36 A<20 J<41 38 A<56 0<43 A<11 43 83 45 7 A<24 39 48 54 Heaport 45 ACdE<I2 d<47 A<34 A<34 63 A<74 37 50 A<23 J<47 42 A<29 56 46 A<73 59 44 60 A<12 AT<74 A<34 37 Doral 48 50 47 55 43 31 54 30 52 ak<62 45 A<29 LG54 60 60 44 94 45 60 49 a<66 41 66 GPC 52 A<37 ABDE<68 b<52 a<43 23 40 67 A<69 K<62 a<40 A<24 L<57 A<77 62 a<40 17 A<63 100 42 AT<72 A<37 95 Basic 51 A<36 aB<60 - 49 B<56 34 A<36 42 A<66 k<56 A<36 AQ6 AL<80 Ao<76 51 A<33 52 53 100 44 55 56 55 Doral Menthol 16 A<4 B<19 B<19 3<21 5 A<3 20 18 9 AJ<31 AM<38 a<9 A<36 19 A<4 1 18 21 A<8 AT<39 20 37 GPC Mer.thol 18 A<4 B<22 B<22 3<19 5 A<4 4 a<28 12 AJ<36 11 1<25 Ao<41 21 A<5 _ 16 59 A<9 AT<46 18 35 Basic Menthol 16 A<6 B<21 b<15 b<17 5 A<7 5 aQ6 A<6 aJ<28 14 20 AO<37 11 A<7 . 14 60 A<8 aT<30 19 2 NET: Doral 51 53 48 55 51 31 57 34 52 62 47 45 56 60 60 47 94 46 60 49 at<68 49 66 NET: 6PC 52 A<37 A$DE<69 b<52 a<43 23 40 67 A<69 K<62 a<40 A<24 L<57 A<77 62 a<40 17 A<63 100 42 AT<72 A<37 95 NET: Basic 53 A<39 aBd<62 49 ' B<59 34 a<40 47 A<66 k<56 A<38 A<31 AL<80 Ao<76 51 A<38 52 55 100 44 57 59 55 NET: Doral/GPCJSasic (2AS) 73 A<62 A3ME<92 A<60 d<72 38 66 69 A<99 65 A<52 A<42 AL<95 AO<97 . 67 A67 97 A<90 100 A<52 T<74 69 100 NE.R': Doral/6PC/Basic ?fmthol 27 A<7 B<28 B<25 ABcD<42 5 A<7 25 28 A<14 aJ<39 A<46 a<39 a<42 25 A<8 1 22 60 A<12 AT<49 A<43 37 NET: Doral/GPC/Basic 76 A<62 ABDE<93 A<61 ffiK81 38 66 74 A<99 65 A<54 63 AL<95 AO<97 67 A<57 97 A<92 100 A<52 T<77 80 100 LT71 6sq-Ls 0
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6-JVtt-1997 09:59~-90ZRFd:115 DRI:372-60 RJR SEGM '1'ATION STUDY : F12ALE SMOR3t5 A® 25-34 Table 65 Hae 75 ¢.11i284}: Brands Would Borrow at Party if out of IIB : Total Mentions Based on Non-txnthol Smokers Total MT 1¢F ST SF ISiT IIaT Ila' El0!' IST EST ISF ESF ENFF ISTJ .... NT..... .... NR'..... .... ST..... .... SF... _. Canc Other Canc Other Cauc Other Catvc Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 i8 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Rnf>Versus ° Lover Case 80% Upper 90% A B>A@E OABaE D>ABCE E>ABm F>AG G>AF FDAI 1>AH J>A!C 27AJ LNdS IAAL N>AO O>AN F>AO 0>AP R>AS S>A R T>AV tJ>AT V>AW tK>AV Winston 53 56 49 58 53 67 53 68 a<43 AK<70 43 63 45 58 59 58 38 A<40 100 52 a<69 56 1.5 Camel 52 ADE<66 54 48 a<42 77 63 82 46 lK58 A<35 'A<32 50 50 An<70 A<70 35 47 94 48 49 44 28 Basic 32 aQl ABdE<44 30 26 60 A<13 30 A<49 k<37 a<20 31 22 0<42 A<ll a<22 14 37 87 32 26 27 14 vi rgdn; a Slims 30 29 d<35 a<22 29 15 32 7 A<43 22 23 29 29 A<16 a1P<45 33 . 27 81 aQ9 29 31 2.4 Marlboro 29 21 ABde<40 26 25 39 a<17 24 A<46 20 j<35 19 29 AO<65 34 21 20 A<44 21 AG35 A<9 a<20 71 Doral 27 29 27 29 24 73 20 35 25 25 34 20 26 A<. N<19 32 3 A<17 85 26 35 21 46 Merit 24 A<9 b<21 BC28 ABc<34 16 A<8 27 19 AS<49 A<1 AM<53 20 A<4 aN<40 A<11 . A<9 85 30 25 A<35 26 GPC 23 25 dd7 a<15 23 10 28 32 25 A<25 A<3 28 19 A<5 19 27 14 17 81 18 A<10 18 69 Benson L Hedges 17 AcDe<31 D<17 A<5 D<16 18 A<34 8 20 A<4 A<8 17 15 10 a<8 A<30 41 A<6 81 A<7 A<2 17 8 Newport 14 AcDe<26 12 A<6- 13 4 A<30 26 a<8 A<3 10 11 14 A<l 7 A<26 21 A<7 41 A<3 13 11 36 Salem 12 8 d<15 A<6 d<16 4 8 . 19 A<3 9 A<3 AL<26 8 7 8 6 10 41 A<3 - 11 17 7 Rool 6 7 7 6 5 . 9 . 9 8 a<2 6 5 3 n<17 8 . A<l 41 3 11 a<2 35 A new full price brand you'd never seen before 20 De<22 AbDE<37 A<6 A<9 12 25 37 A<37 A<5 A<6 A<. L<16 AO<47 10 25 . a<29 81 AU<8 A<. A<9 7 A generic/store brand 17 D<19 ADE<30 A<3 IX14 5 21 29 A<30 A<4 A<l 9 17 aO<32 A<7 21. _ 21 81 Au<4 A<. 14 7 27ET: Savings Brands 57 51 ABDE<77 A<41 52 80 45 68 A<80 a<44 A<38 47 55 A0<77 A<23 56 17 A<76 87 A<44 A<36 a<47 9 4 017,7L 689;3
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6-7UN-1997 09:59 Q.F: tTsual Brand Sample Base Weighted Base WLREF:115 At2:372-60 RJA SEM4MtATION STUDY : FPMAIY SMO10~IiS AGLD 25-34 Table 42 Page 46 Total 2iT RF ST SF 227T ENT INF P2iF ISt EST 2SF E.SF l27FP ISTJ .... AT..... .... HF..... .... ST..... .... SB..... Cauc Other Cauc Other Ca~ Other Caoa Other 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 645 47 17 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Siq Test Cclumn Pte£>Versus Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABM E>ABCD FNG G>AF tDAI I>AB J>AK R>AJ L>AM 2DAL H>AO O>AN P>AQ Q>AP R>AS S>AR T>AV U>AT V>AW W>AV Pall Mall (HIS+MS Pall Mall (nA Pall Mall 00 8a2eigh (Ial} Satatoga (2A11 Satin (2IId) Tareyton (2IDSy True (M Vantage (MO Virginia slims (2IIS+M) Virqiaia Slims (2A0 ' 3 2 . A<. A<. . b<3 bd<2 1 a<1 M. . aBd<6 A8D<6 . A<. A<. . A<. A<. . 4 A<. . 3 3 . A<. A<. j<3 3 A<. . A<. A<. . AL<11 AL<11 . 0<6 o<6 . A<. A<. . A<. A<. . M. A<. . s<4 3 . A<. A<. 2 2 M. - A<_ A<_ 5 5 <13 a<13 Virqinia Sli.ms (tp 1 a<. 1 1 a<. a<. a<. 4 a<_ a<. 3 a<. a<. a<. a<. a<. a<. 1 a<. 2 a<_ a<. a<. Other FP QaS+lYA + 1 . . - . 2 . . . . . . . . . 5 Other FP (I" . . . . . . . Other FP prp * 1 . . . . 2 5 SAVINGS: DORAL (tfif+40 3 2 2 4 4 gC7 A<• 4 2 2 6 5 3 3 1 2 a<1 2 3 5 1 3 7 00831(810 2 1 2 2 2 4 a<* 2 2 1 3 1 2 3 1 2 1 2 1 3 1 1 5 Full Flavor 1 1 1 1 • 2 * 1 1 1 2 1 ' 1 1 1 a<. 1 1 2 * r 1 85mm 1 1 * 2 + * + 1 1 1 * 1 1 1 . a a<. 100=r e • • a • • . 1 • • 1 _ • a . * _ a 1 1 Low Tar/I.ic)hts 1 1 1 1 1 3 * 2 1 1 1 1 2 1 A<. 1 1 1 A<. 1 1 1 5 85MM * * 3 • 1 1 . . . 1 1 - • . * 1 100mM+ a<. 1 1 1 a<. a<. 2 1 a a<. 2 1 a<. a<. a<. 1 a<. 1 a<. 1 3 IItltra Low Tar/Lights 85mm 100mm+ DORAL bffiaTFiOL 1 1 • 1 2 2 A<. 1 A<. * 3 4 • A<. A<. 1 A<. A<. 2 2 1 2 2 Fall Flavor 1 1 • 1 • 2 a<. 1 a<. a 3 a<. • a<. a<. 1 a<. a<. 2 2 1 a<. 2 85a 1 1 + 1 a 2 a<. 1 a<. -• 3 a<. * a<. a<. 1 a<. a<. 2 2 1 a<. 2 100mm,+ Low Tar/I.ights 85cm, 100=+ 2 . . . . . . 4 68`JiS 161L 2 2 4 . . . . . . . . . 2 0
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6-Jt7H-1997 09:59 0.28: Pack/Carton Purchaser Smaple Base 310 60 74 112 64 26 34 26 48 55 aea9hted Base Sig Test Co1nan ReF>Versus 221 41 65 63 52 11 30 17 48 35 Lower Case 80% Dpper 90t A B>ACDE C>ABSY@ D>ABCS E>ABCD F>p,G G>pF H>A2 I>AH J>A8 Pack 73 aDC80 71 68 74 A<89 77 61 75 A<58 carton 27 a<20 29 B<32 26 A<11 23 39 25 AK<62 ~ SEZL 6R9TS
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6-JVN-1997 09:59 VOLREE':115 D2I:372-60 R7R SEGM]ENPATION STUDY : FP2RLE SNIDRPRS AGE9 25-34 Table 70 Page 86 Q.6: Secca~d Choice Brand Based on lfeszttsol Smokers - Total NT NF ST SF iHT ENT II7£ ENF ISS ES'P SSF ESF ENFP ISTJ ....HT..... .... NF..... .... ST..... ....SF.-... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Ca'x 12 other 13 Cauc 17 other 13 Ca2x 27 other 28 Cam 10 other 9 Weighted Base 68 10 17 29 il 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1umn Ref>Versus -- Lover Case 80% Upper 90% A B>AmE C>ABDE D>ABCE E>ABCD F>AG G>AF H>AI 1>AH J>AR lOAJ L>AM 14>AL N>AO O>AN P>AQ Q>AP R>AS S >AR T>At7 LT>AT V>AW 4AAV Salem 18 a<9 b<22 a<13 ABD<34 8 10 10 29 A<2 J<27 64 20 37 A<3 8 10 20 28 14 13 19 50 Marlboro 13 a<6 b<18 12 13 . 13 6 24 16 7 . 19 31 19 8 4 a<24 . 15 8 25 . PCoo1 10 dd.9 13 7 8 20 i8 22 8 X<12 A<. . 12 . 13 15 23 14 10 A<1 T<17 7 9 Newport 7 A<1 5 B<9 11 2 . 7 4 6 11 13 10 5 A<1 3 - 3 11 7 12 2 20 Basic 6 A<. be<7 ABE<11 A<. . . . 11 Ak<16 5 . . 14 A<18 . . 10 . AII<16 a<2 . . Benson L Hedges - 6 5 4 3 acd<16 1 10 12 A<. A<1 6 23 14 . A<. . 11 6 _ 4 2 32 . Doral 3 5 4 e<3 A<. 8 3 . 6 4 3 . . 7 5 11 . 3 5 A<. aT<10 . . Virginia Slims 2 a<. 3 2 4 . . . 4 a<. 3 . 5 5 a<. . . A<. 10 2 a<. 7 . Winston 2 1 a<. ace<3 a<. 1 . . a<_ ak<6 a<. 6 . 1 a<. . 5 1 . . LiM - 1 . 5 a<. a<. . . 14 a<_ a<. a<_ . . . a<. . _ a<. 18 a<. GPC 1 acde<8 a<. a<. a<. 16 - . a<_ a<_ . . . . a<. 17 _ a<. . a<. Vantage 1 acde<8 a<. a<. a<. . 18 . a<. a<. . . . . a<_ - 17 a<. . a<. . . . More . 1 . . 2 4 _ - 5 . . Alpine 1 4 . . . . 9 9 Harley Davidson 1 . . 1 3 - 2 . . . Camel 1 . . 1 2 . . . . 3 2 . . . Cambridge * . . 1 . . - 2 _ 2 . . Misty * 2 . . . . 5 4 True * . 1 . . . . . 1 . . . . . _ . 1 . . . . . NET: Savings Brands 13 E<20 E<11 E<17 A<. 23 17 . 16 ak<23 9 . . 21 a<23 36 4 13 5 18 14 .. . None of these 25 e<30 19 aE<31 a<14 44 14 28 a<14 30 33 . 20 . 34 30 30 19 19 32 29 7 21 -MZZL 6S9iS •
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9 # 0 6-JtlN-1997 09:59 vOIFEF:115 DRI:372-60 RJR SE24E aTATION STVDY : FIIdA7E SM0@UMS A® 25-34 Table 67 Yaqa 77 4-10a,b: Yrevions UBs : Years Smoki=yg Usual Brands Based on Menthol Smokers Total NT NF ST SF INT II7T ZNF !2a IST EST IS£ ESF P37FP ISTJ ....PT..... .... 278..... .... ST..... .... 3£.-•.. Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cauc 12 Other 13 Canc Other 17 13 C. 27 Other 28 Cavc Other 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1wmn Ref>Versvs Lower Case 80! Upper 90% A 8>AmE C>ABDE D>ABC@ E'>ABCD F>AG G7AF FDAI I>AK J>AK AAJ IJAM 4pAL N>AO O>A2t P>AQ Q>AY IUAS S>AR T>lUJ U>AT V>AW W>AV % With 1st UB 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Average Years 1st UB 6.60 A<4.53 B<7.31 b<6.04 ABD<8.82 5.27 A<3.68 6.79 7.59 6.29 5.75 9.27 a<8.61 AO<8.84 6.11 5.64 A<3.39 7.05 7.97 5.76 6.55 6.36 11.37 % With 2nd U8 64 63 AbDE<81 59 56 60 67 61 A<91 A<41 AJ<80 64 52 89 A<42 79 47 A<90 57 57 61 Ae< 44 68 Average Years 2nd US 3.91 4.51 4.40 3.20 3.97 4.86 3.93 5.17 4.16 3.29 3.12 3.97 2.86 3.53 4.96 2.64 4.59 3.47 2.74 3.98 4.92 1.49 8 With 3rd UB 25 oE<36 17 ce<30 a<14 27 46 25 a<13 18 AJ<44 - 20 15 17 36 36 A<11 34 28 33 18 9 Average Years 3rd UB 2.60 Ad<5.06 1.26 2.01 3.00 3.85 A<5.51 2.00 1.00 3.05 1.29 3.00 1.00 3.44 7.10 3.26 1.00 1.75 2.40 1.43 3.00 % With 4th US 13 i5 A<6 C<18 12 . 32 3 8 A<2 AJ<37 25 6 10 A<2 - 30 7 4 21 13 . 25 Average Years 4th UB 1_53 2.71 2.00 1.39 1.00 2.71 2.00 4.78 1.00 1.00 4.78 2.71 2.00 1.00 4.04 1.00 % With 5Yh UB 7 aC<15 A<. C<9 4 . 32 . A<. A<2 AJ<17 . 6 - a<2 . 30 A<. . 7 12 . 9 Average Years 5th UB 3.89 4.37 1.00 4.37 1.00 1.00 4.37 1.00 % With 6th LB 6 CE<13 A<. CE<9 A<. . 28 . A<. a<2 AJ<17 2 . 26 A<. . 7 12 . _ Average Years 6th UB - 1.90 1.00 2.28 1.00 2.51 2.00 2.51 1.00 2.28 % With 7th U8 5 aCE<13 A<. CE<6 A<. - 28 . A<. A<* aJ<14 A<1 26 A< 7 5 . . . . . Average Years 7th UB 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 % With 8th UB 5 aCE<13 A<. CE<6 A<. . 28 . A<. A<- aJ<14 A<1 . 26 A<. . 7 5 . _ Average Years 8th UB 1.00 1.00 1.00 1_00 1.00 1.00 1.00 1.00 % With 9th US 5 aCE<13 A<. CE<6 A<. . 28 . A<. A<' aJ<14 - - - A<7. . 26 A<. . 7 5 . . Average.Years 9th UB 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 % With 10th UB 5 aCE<13 A<. CEC/ A<. - 28 . A<. A<t AS<15 . . . A<1 . 26 A<. . 7 8 . . Average Years 10th UB 1.45 1.00 1.77 1_00 1.00 2.00 1.00 1.00 1.77 % With 11th UB 5 aCE<13 A<. CE<6 A<. . 28 . A<. A<• aJ<14 A<1 . 26 A<. . 7 5 _ . Average Years 11th UB 2 72 3 00 1 00 3 00 00 1 . . . _ . 1.00 3.00 1.00 % With 12th US 5 aCE<13 A<. CE<7 A<_ - 28 . A<. A<' AJQ5 A<1 - 26 A<. . 7 8 . . Average Years 12th UB 3.44 1.00 11.00 1.00 11.00 11.00 1.00 11.00 Average Years Current UB 5.82 5.75 5.81 5.17 ad<7.68 5.68 5.85ai<8.19 4.70 k<5.83 a<4.09 7.41 aC1.76 a<3.86 5.71 q<7.06 4.06 5.17ar<7_95 5.61 a<4.36 6.19A<10_04 Average Number of UBs 2.47 aCe<3.20 2_04 2.69 1.93 1.87AF<4.71 1_90 2.12 A<1.68AJ<3.90 2.13 1.84 2.14 A<1.69 2.14Ap<4_28 2.08 1.95 2.64 2.77 1.62 2.26 ZZ7L 50?TS
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6-J'0N-1997 09:59 VOtREC+ 115 DIt1 372-60 R7R SEQMENTATION STUDY FFMALE S240ERS GP'D 25 34 T bl 76 Pa e $6 : : : A - a e g Q.110p: Brands Would Borrow at Party if c+at of i7B : First Mention Based on MenYhol Smokers . Total NT NF ST SF INT SNT IN£ II7F ISI EST IS£ ESF ENFP ISTJ .... NT..... .... RF..... .... SP..... .... SF....- Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cam 12 Other 13 Cauc 17 Other 13 Cauc 27 Other 28 Caw 10 Other 9 Weighted Base 68 10 17 29 11 5 5 6 11 i6 13 4 8 9 14 5 5 13 5 i8 11 6 5 - Sig Test Column Ref>Versus Lower Case 80% Upper 90e A B>AmE C>ABDE D>ABCE E>ASW F>A6 G>AF Fi>AI I>AH J>AK 2DAT SJAM )DAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU LJ>AT V>AW t7>AV Salem 34 A<17 b<32 B<36 aB<48 24 9 33 32 a<23 AJ<50 77 35 42 a<22 24 10 39 15 38 30 26 71 Kocl 13 20 9 16 8 13 28 25 A<. AKQ5 A<5 . 12 . A<28 3 37 7 14 A<5 AT<36 7 9 Marlboro Menthol 12 ADE<29 dEQ9 AE<6 A<. 23 35 20 17 K<11 A<. . . 11 12 41 17 19 18 tK9 A<. . . Newport 11 6 7 13 18 2 9 7 7 11 14 27 10 a<5 11 - 7 10 13 12 27 9 Virginia Slims Menthol 6 A<. ABDE<21 A<. 4 . . 14 A<25 A<. A<. _ 5 19 A<. . . a<19 28 A<_ A<_ 7 - Marlboro Nan-mrnthol 6 5 e<5 E<9 A<. 5 4 . 8 ak<14 3 . . 11 aQ6 5 4 7 1 7 13 . . Winston . 5 c<7 A<.- ACE<10 a<1 14 . . A<. 6 a<13 . 2 . 6 . 15 A<. . AU<14 a<l . 3 Benson G Hedges Menthol 5 8 3 4 11 1 15 . 4 A<. j<8 23 6 . A<. . 15 A<. 9 5 2 14 9 Doral hknthol 3 A<. 1 b<4 b<9 . . . 2 k<7 A<. . 14 3 8 . . A<. 5 2 6 18 . Basic Menthol 2 ace<8 a<. 1 a<. 16 . . a<. a<. 3 . . , a<. 17 . a<. . 2 a<. . . Camel 1 . . 3 . . . . . 2 3 . . . 3 . . . . 4 . . . GPC Menthol 1 . 2 . . . . . 4 . . . . 5 . . . 3 . . . . . NEf: Savings Brands 6 8 4 5 9 16 . . 6 7 3 _ 14 7 8 17 . 3 5 5 6 18 . NoneJDon't know ~ 1 - . . 1 . . . . . . . . . . 1 . . . . . . ?ZZL 62919
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6-JOH-1997 09:59 VOLREF:115 DRI:372-60 ILTR SEQ4cNTATION STUDY FElSALE SM02lEYLS AGED 25 34 72 Pa T hl e 82 : - g a e Q.1. la: Brand Familiarity : Brands Ever Tried + Brand impression Based oa Menthol Smokers Total NT 1QF ST SP IlaT ENT INF ERF IST EST ISF ESF ENPY ISTJ .... NT..... .... HF..... ....b2..... .... SF..... Cauc Other Canc Other Catx Other Cauc Other Sanple Sase 129 25 30 55 19 12 13 12 I8 29 26 4 15 la 23 12 13 17 13 27 28 10 9 Weighted Sase 68 10 17 29 il 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Coltmn Ref>versus Lomer Case 808Upprs 90% A B>A0DE C>A82E D>ASCE E>AHCD F>AG G>AF FIDAZ I>AH J>AK A>AJ L>AM iDAL N>AO O>AH P>AQ Q>AP F>AS S>AR T>AU U>AT V>AW W>AV Caael 39 33 34 a<45 33 7 63 38 32 43 47 13 42 34 46 27 40 A<22 66 a<51 35 40 26 Winston 37 27 38 ABE<45 aG23 15 39 17 a<50 a<50 39 13 27 65 A<52 11 42 46 19 A<51 35 25 20 Marlboro 67 65 76 67 58 56 75 46 A<91 71 62 13 79 89 77 79 50 A<90 38 0<75 a<53 76 38 Marlboro Menthol 52 A<30 AB<65 BC53 48 14 49 50 A<73 ak<62 41 13 64 65 A<68 27 33 A<74 42 51 55 69 26 Salem 58 A<34 B<65 S<60 8<60 38 28 75 60 56 65 77 52 78 58 24 44 69 56 57 67 33 89 Neapart 40 A<21_ 8<43 ASe<48 29 12 31 31 50 35 AJ<64 13 37 45 31 21 21 51 24 AV<58 31 39 20 Doral 34 A<14 b(30 AB<43 8<36 4 26 33 29 35 Aj<54 36 36 32 38 14 15 30 33 AU<53 27 40 33 GPC 30 e<33 31 E<33 A<16 30 36 22 36 31 36 13 17 46 32 29 38 39 11 37 27 . 32 Basic 30 31 a<21 ac<37 27 31 30 6 29 30 A<44 13 33 36 34 36 25 27 6 a<41 28 7 47 Doral Menthol 32 a<20 29 ABe<41 23 1 41 30 28 a<44 37 13 28 35 A<50 25 15 31 24 a<44 36 26 21 GPC Menthol 30 e<31 E<33 E<34 A<12 30 32 29 36 37 31 13 11 46 39 28 34 39 19 35 34 - 24 Basic Menthol 26 17 19 ABc<34 23 17 17 6 26 32 a<38 13 27 22 31 28 6 24 6 a<37 30 7 39 NET: Doral 40 A<25 32 ASC<52 36 4 48 33 32 48 A<56 36 36 35 a<53 30 19 31 37 A<55 46 40 33 NET: GPC 33 e<33 e<33 -aE<41 A<16 30 36 29 36 37 44 13 17 46 39 28 38 39 19 39 43 . 32 NET: Basic 34 31 26 ac<42 31 31 30 6 37 36 A<50 13 39 36 36 36 25 34 6 44 39 15 47 NET: Doral/GPC/Basic (100 48 39 39 abc<56 48 34 45 33 42 54 57 36 54 48 58 38 40 41 34 Au<62 44 47 50 NET: Doral/GPC/Basic Menthol 46 42 44 ae<54 33 31 54 36 48 A<60 46 13 43 50 A<63 44 40 47 34 53 55 26 41 NET: Doral/GBC/Basic 55 49 47 Ac<64 48 34 67 40 52 a<65 62 36 54 50 a<68 54 44 47 47 62 a<67 47 50 None of these 7 a<3 e<8 aBE<12 A<. 5 . 14 4 12 12 . . 5 13 5 . 3 20 10 a<15 . . LZZL 689TS •
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• • • 6-J0t7-1997 09:59 VOIMF':115 ALI:372-60 R7R SEGb4NTATION STUDY : FfMRIE Stii010!atS At,ED 25-34 Table 69 Fage 79 O.F, G: Xey Brand Core/Fringe Based on Menthol Smokers Total NT IiF ST SF IliT IIPf INF EHF IST ISF ESF ERFP ISTJ .... HT..... .... NF..... .... ST..... .... SF..... Caoc Other Caexc Other Cauc Other Cavc Other Sanple Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Siq Test Co1umn Ref>Versvs Lower Case 808 IIpper 90% A B>ACDE COABDE D>ABCS FaAB<9 FNG G>AF EDAI I>AH J>AK AAT SJAM 2iDAL N>AO 0>AN P>AQ 0>AB B>AS S> AR T>AU v>AT v>Aw W>AV Salem 19 17 18 20 23 12 22 7 24 13 jd7 . 34 12 13 21 12 18 20 u<25 a<10 46 Core 14 a<7 13 bG16 19 . 14 4 18 8 aJQ5 . 27 5 10 9 5 13 14 II<22 A<6 37 HY'inge 5 10 5 4 5 12 7 3 6 5 3 . 7 7 4 13 7 5 6 4 4 9 Newport 44 aD<57 d<50 A<34 50 67 46 57 46 2K43 A<22 64 43 50 44 57 57 40 76 A<18 AT<60 29 71 Core 23 26 IK31 A<14 29 39 10 43 24 17 A<11 64 13 21 20 17 34 20 57 A<5 T<31 59 Fringe 21 32 19 19 21 28 36 14 22 k<26 A<11 . 31 29 24 40 23 20 18 aQ4 t<29 29 12 All Other Full Price Menthol 30 21 e<28 ABE<40 A<13 16 28 26 30 38 a<42 13 12 39 37 17 26 39 . AIId0 21 26 Core 5 A<. A<. aBC<9 bc<8 . . . A<_ 6 a<13 13 6 - 6 . . A<. . 9 8 17 Frinqe 24 E<21 E<28 aE<31 A<4 16 28 26 30 32 29 . 6 39 31 17 26 a<39 . AV<41 A<13 9 All Sav3ngs Menthol 7 5 3 7 14 5 4 10 A<. 6 9 23 10 . 6 5 4 3 4 6 9 25 3 Core 3 3 A<. a<l abCd<14 5 . _ A<. 2 A<. 23 10 . 1 5 . A<. . A<. 3 25 3 Fringe 4 2 3 E<6 A<. . 4 10 A<. 4 9 . . . 5 . 4 3 4 6 6 . . Marlboro (4Af+M) 6 ce<8 A<. ACE<12 A<. 16 . . A<. 5 Aj<19 6 17 . A<. . AtK18 A<. . . Fringe 6 ce<8 A<. ACEQ2 A<. 16 . . A<. 5 Aj<19 . . . 6 17 . A<. . AIIG18 A<. . . Camel (W.M) 6 A<. ABdE<14 be<5 A<. - . . A<22 5 4 .. . 29 6 . . A<20 . A<_ T<13 . . Fringe 6 A<_ ABdE<14 be<5 A<. - . . A<22 5 4 . . 29 6 . . A<20 . A<. T<13 . . Dora1 (PM+hD 3 3 1 3 8 5 . 3 A<. 1 6 23 2 . A<. 5 . A<. 4 4 1 14 3 Core 2 3 A<. 1 c<8 5 . . A<. 1 a<_ 23 2 . A<_ 5 . A<. . A<. 1 14 3 Fringe 1 a<. 1 3 a<. . . 3 a<_ a<_ 6 . . . a<. . . a<. 4 4 a<. . . Basic (HI+AM) 1 _ . 3 5 6 . . . . . at<7 . . Core • . . 1 1 . . . . 1 . . . . . 1 . . Frinqe 1 . . 2 4 5 . . . . . at<6 . . GPC (244+M) 1 . . 1 . . . . . . 3 2 . . . Fringe 1 . . . 1 - . . . . . 3 . . . . . . . . 2 t,ZZL 68°T5
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0.7: Outlet Preference Total NT NF ST SF IIPl FNf INF fNF 23T FST ISF ESF F2tF4 ISTJ .... NT..... .... NF..... ....ST..... .... SF..... Caic Other Cauc Other Canc Other Cataa Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 u 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Siq Test Co1umn Ref>Versus Lower Case 808 Vpper 90% A 8>AODE pABDE D>ABCE E>ABCD £>AG pAF FDAI I>Aii J>AK IOAJ L>AM ?DAL N>]W O>AN P>A0 Q>AP R>AS S>AR T>AV 0>AT V>Ail f1>AV Convenience store/gas mart 52 ADE<66 ADE<66 AQ8 DG51 53 Af<70 52 A8<72 A<14 J<47 56 48 AO<69 A<18 AQ<73 40 AS<72 40 A<25 A <35 53 41 Gas/sez.rice station 11 A<3 A<3 A8C<19 BC<15 a<5 A<3 At]. A<4 15 Aj<25 11 a<18 Af.5 13 AqG4 A<. M4 A<2 Af20 a<19 awQ7 5 Large supermarket 8 A<2 6 ABc<12 B<9 g<7 A<. 11 a<4 8 Aj<17 10 8 5 13 A<1 7 A<3 r<17 Au<15 6 9 10 Cigarette outlet/Indian reservation 8 AC1 ABE<12 Be<9 a<4 4 A<1 AI<26 8 aA<13 a<4 m<9 A<* 13 10 ACL a<3 A<14 7 9 9 5 AG2 Liquor/party store 6 S<8 aE<9 e<5 A<1 8 7 6 10 k<7 A<1 A<. A<2 3 7 8 5 5 AR<26 4 7 A<. 5 Candy store 4 2 A<_ ABCe<9 c<4 6 A<1 A<. A<. AR<15 2 7 a<1 A<. aNQ0 A<. p<11 A<. A<. A<9 8 A<1 aV<16 Newsstaxxi/tobacca shop 4 A<. A<1 ABCE<il a<1 A<. A<. 3 A<. AKG19 A<. A<. 2 A<. AN<16 A<. A<. A<. 4 AG.9 A<13 2 A<. Drug store/discotmt drug 3 ACDE<10 A<1 AQ - 3 4 Af<13 A<. 1 1 A<. A<. 1<4 2 2 a<8 A<18 a<1 A<. a<1 A<• 3 A<. Discoumt store 3 2 A<* c<3 aC<6 4 2 1 A<. 5<5 A<. 2 a<9 A<. aN<8 1 6 A<. 2 V<5 A<. 5 10 Small grocery store/delicatessen 3 c<4 A<. I aCd<6 8 3 A<. A<. a<1 2 5 7 A<. 1 3 10 A<. A<. 2 A<* 5 11 Department store ' - 1 * . . . . 1 . 1 _ _ 2 . . . 1 . * * . . Military exchange 1 _ . + 1 1 Military commissary 1 1 1 Dime/variety store 1 Restaurant/bar Warehouse/wholesale club Others 1 1 9SZL 689?S
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6-JON-1997 09:59- VOId+EE':115-DRI•372-60-RJR SEGM27TATION STOD4 : FEMPap' SMOi0St2.S AGED 25-34 Table 75 Page 85 0-F, 1, 1a: Brand Vnfamiliarity : Not Usual BrandJEt er Tried/Brand Impressicn Based on Mentho1 Smokers.. NF ST SF INT F27T IIF ENF IST EST ISF ESF ER£P ISTJ .... NT..... .... NF..... .... ST..... .... Sr..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cavo 12 Otber 13 Canc 17 Other 13 Cauo 27 Other 28 Cauc 10 Ottb"s 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1smn Ref>Versus Loverc Case 80% Upper 90% A B>A®E C>ABOE D>ABCE EOABCD F>AG qAF FDAI DAH J>AK AAJ IJAM 1DAL N>AO O>AN F>AQ Q>AP RUAS S>AR T>AII U>AT V>AX W>AV Camel 56 d<67 52 50 d<67 93 37 62 46 51 49 87 58 37 48 73 60 59 34 49 52 60 74 Winston 63 DG73 62 A<55 aD<77 85 61 83 a<50 a<50 61 87 73 35 A<48 89 58 54 81 A<49 65 75 80 Marlboro 33 35 24 33 42 44 25 54 A<9 29 38 87 21 11 23 21 50 A<10 62 25 aT<47 24 62 Marlboro Menthol 48 ACDC70 A<35 47 52 86- 51 50 A<27 a<38 j<59 87 36 35 A<32 73 67 A<26 58 49 45 31 74 Salem 23 ACDE<50 16 20 16 49 50 18 15 2K30 A<8 23 14 10 28 55 44 13 24 18 23 21 11 Nevport 16 c<22 A<7 CG18 c<21 21 23 12 A<4 22 14 23 20 5 25 22 22 9 . V<24 a<8 32 9 Doral 66 AcDE<86 70 A<57 64 96 74 67 71 k<65 A<46 64 64 68 62 86 85 70 67 A<47 T<73 60 67 GPC 70 67 69 67 AbD<84 70 64 78 64 69 64 87 83 54 68 72 62 61 89 63 73 100 68 Basic 70 69 ad<79 a<63 73 69 70 94 71 70 A<56 87 67 64 66 64 75 73 94 a<59 72 93 53 Dora1 Menthol 65 aDM78 d<70 A<56 68 94 59 67 72 55 57 64 70 65 AL50 70 85 69 72 A<52 62 60 76 GPC Menthol 70 69 67 64 AbCD<88 70 68 71 64 63 66 87 89 54 61 72 66 61 81 63 66 100 76 Basic Menthol 73 aIX83 aD<81 A<63 77 93 83 94 74 63 62 87 73 78 63 72 94 76 94 a<63 62 93 61 NET: Doral 60 aIK73 DG68 A<48 64 91 52 67 68 52 A<44 64 64 65 a<47 65 81 69 63 A<45 54 60 67 NET: GPC 66 67 67 a<58 AbcDC84 70 64 71 64 63 a<53 87 83 54 61 72 62 61 81 59 57 100 68 NET: Basic 65 69 a0<74- A<55 69 69 70 94 63 59 a<50 87 61 64 59 64 75 66 94 56 54 85 53 NET: Doral/6PC/8asic (MS) 52 d<61 d<61 a<44 52 66 55 67 58 46 43 64 46 52 42 62 60 59 66 A<38 t<56 53 50 NET: Doral/GPC/Basic Menthol 51 56 55 a<43 60 64 46 60 52 a<39 48 64 57 50 a<36 51 60 53 62 43 43 60 59 NET: Doral/GPC/Basic 44 48 d<53 A<34 d<52 61 33 60 48 a<34 35 64 46 50 a<31 41 56 53 53 36 a<32 53 50 OEZL 689 VS
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6-JVN-1997 09:59 VOId2F.F:115 DRI:372-60 RJR SEQdFNtATION STUDY : FeMm1S' SMOKERS ACEb25-34 Tahle 74 Pa9° 84 4.F, 1, 1a: Brand Familiarity : Usual Brand + Brands Ever Tried + Brand Impression Based on Menthol Smokers Total NT NF ST SF IIP[ ENT INF ENF IST EST ISF ESF F2tFP ISTJ .... NT..... .... NF..... .... ST..... .... SF.-... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Caix 12 Other 13 Cauc 17 Other 13 Cauc 27 Other 28 Cavo 10 Other 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Colsmt Ref>Versus ycwer Case 808 UPper 901 A B>ACDS C>ABDE D>ABCE E>ABCU F>A6 ©AF HDAI I>AH J>AK F>AJ L>AM MDAL N>AO O>AN P>AQ Q>AP R>AS b7AR T>AU U>AT V>AW W>AV Camel 44 33 48 beCr+O 33 7 63 38 54 49 51 13 42 63 52 27 40 41 66 51 48 40 26 Winston 37 27 38 ABE<45 aC23 15 39 17 a<50 a<50 39 13 27 65 A<52 11 42 46 19 A61 35 25 20 Marlboro 67 65 76 67 - 58 56 75 46 A<91 71 62 13 79 89 77 79 50 A<90 38 U<75 a<53 76 38 Marlboro M-thcl 52 A<30 AB<65 B<53 48 14 49 50 A<73 ak<62 41 13 64 65 A<68 27 33 A<74 42 51 55 69 26 Salem . 77 A<50 B<84 8<80 8<84 51 50 82 85 70 AJ<92 77 86 90 72 45 56 87 76 82 77 79 89 Ne.rport 84 78 AbDe<93 82 79 79 77 88 A<96 - 78 86 77 80 95 75 78 78 91 100 76 aT<92 68 91 Doral 34 A<14 b<30 AB<43 B<36 4 26 33 29 35 Aj<54 35 36 32 38 14 15 30 33 AU<53 27 40 33 GPC 30 e<33 31 E<33 A<16 30 36 22 36 31 36 13 17 46 32 28 38 39 11 37 27 . 32 Basic 30 31 aCt1 ac<37 27 31 30 6 29 30 A<44 13 33 36 34 36 25 27 6 a<41 28 7 47 Doral Menthol 35 a<22 30 ABe<44 32 6 41 33 28 45 43 36 30 35 A<50 30 15 31 28 A<48 38 40 24 GPC Menthol 30 e<31 E<33 E<36 A<12 30 32 29 36 37 34 13 11 46 39 28 34 39 19 37 34 . 24 Basic Menhhol 27 a<17 a<19 ABC<37 23 17 17 6 26 37 38 13 27 22 37 28 6 24 6 a<37 38 7 39 NET: Doral 40 a<27 32 ABC<52 36 9 48 33 32 48 A<56 36 36 35 a<53 35 19 31 37 A<55 46 40 33 NET: GPC 34 e<33 e<33 aE<42 A<16 30 36 29 36 37 a<47 13 17 46 39 28 38 39 19 41 43 . 32 NET: Basic 35 31 a<26 AC<45 31 31 30 6 37 41 a<50 13 39 36 41 36 25 34 6 44 46 15 47 NET: Doral/GPC/Basic (LM) 48 39 39 abc<56 48 34 45 33 42 54 57 36 54 48 58 38 40 41 34 Au<62 44 47 50. NET: Doral/CYC/Basic Mrnthol 49 44 45 a<57 40 36 54 40 48 a<61 52 36 43 50 a<64 49 40 47 38 57 57 40 41 NET: Doral/GPC/Sasic 56 52 47 Ace<66 48 39 67 40 52 a<66 65 36 54 50 a<69 59 44 47 47 64 a<68 47 50 ~ZZL ~g9l5
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6-JtlN-1997 09:59 oOLiEF:li5 DRI:372-60 RJR SEQARQTATION STt1DY : FYSYIIsLE SM0IQ= AG'!a 25-34 4-F, 1, la: Brand Unfamiliarity : Not Usual Brand/Ever Tried/Brand Iapression Table 63 Page 73 Based on Poa-Mmthol Smokers . Total NT HF ST SF IpT F2iT . INF tSQF IST EST ISF ESF FNFP ISTJ .... Hi..... .... YR'..... .... ST..... .... sP..... Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Catr 28 Other 7 Cauc 39 Other 5 Cauc 39 Other 18 Cauc 37 Othcs 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Co1tmn PcP>Versvs Lower Case SOd Vpper 90E A BNCDE C>ABDE D>ABCM E>ABGU F>AG G>AF H>AI I>AH J>AR AAJ IJAM ADAL tU1W O>AN P>AQ Q>A2 R>AS S>AR T>AII II>AT v>AW W>AV Camel 19 15 17 A<12 A8cDC31 56 Af7 12 19 k<17 A<5 28 A<34 24 13 a<ll 45 aQ3 41 a<11 13 A<30 40 Winston 25 26 26 27 21 23 26 8 32 26 27 20 21 25 AN<51 23 44 24 41 31 17 a<16 65 Marlboro 2 3 2 4 2 7 2 4 1 A<. aJ<10 4 A<. 2 A<. 2 6 2 . A<. ata2 2 . Marlboro ldrzitliol 57 e<63 58 e<62 a<47 87 58 56 59 57 a<68 45 48 AQ9 47 65 44 61 40 AiTCf6 AG35 a<47 44 SalemL 59 52 61 ASE<71 52 93 a<44 50 64 AlK80 59 62 A<44 57 AN<89 57 17 55 93 A<76 61 52 46 wport 55 A<28 B<53 ABc<66 AB<66 37 A<26 63 50 AK</7 53 58 A<71 44 54 A<27 41 56 40 AO<88 AQ6 A<66 63 Doral 52 50 53 45 57 69 46 70 48 a<38 j<55 AM<71 46 40 40 56 6 55 40 51 a<34 59 34 G8C 48 ACd<63 A<32 C<48 aC<57 77 60 33 A<31 38 aJ<60 AM<76 43 A<23 38 a<60 83 A<37 , tTG58 A<28 A<63 5 Basic 49 ACE<64 a<40 52 44 66 A<64 58 A<34 44 Aj<64 AM<74 A<20 A<24 n<49 A<67 48 47 . 56 45 44 45 Doral Menthol 84 ACDE<96 81 81 79 95 A<97 80 82 K<91 A<69 A<62 aLG91 A<64 81 A<96 99 82 79 AV<92 A<61 80 6 3 6PC Menthol 82 AmE<96 78 78 81 95 A<96 96 a<72 2K88 A<64 m<89 75 A<59 n<79 A<95 100 84 41 AV<91 AG54 82 65 Basic Menthol 84 ACde<94 79 85 83 95 A<93 95 a<74 AK<94 a<72 86 80 A<63 N<89 A<93 100 86 40 AU<92 a<70 81 98 NET: Doral 49 47 52 45 49 69 43 66 48 38 53 55 44 40 40 53 6 54 40 uG51 a<32 51 34 NET: GPC 48 ACd<63 A<31 C<48 aC<57 77 60 33 A<31 38 aJ<60 AMG76 43 A<23 38 a<60 83 A<37 . SK58 AC28 A<63 5 NET: Basic 47 ACE<61 a<38 c<51 41 66 a<60 53 A<34 44 Aj<62 AM<69 A<20 AG24 n<49 A<62 48 45 . 56 43 41 45 NET: Dora1/6PC/Basic (2AD 27 AC<38 A<8 ACe<40 C<28 62 34 31 A<1 35 A<48 AM<58 A<5 A<3 NG33 A<43 3 A<10 . AU<48 26 31 . NET: Doral/6PC/Basic Menthol 73 ACDE<93 e<72 E<75 A<58 95 A<93 75 72 AR<86 a<61 A<54 a<61 a<58 75 A<92 99 78' 40 AO<88 A< 51 A<57 63 NET: Daral/GPC/Basic 24 ACE<38 A<7 ACE<39 C<19 62 34 26 A<1 35 A<46 M<37 A<5 A<3 IK33 A<43 3 A<8 . AzK48 23 20 . STZ[, 62~ Lg
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• 6-JVN-1997 09:59 VOLREF`:115 DR2:372-60 RJR SEGMESVTATiON STUDY : FEaears' S6SOKFRS AGED 25-34 Table 83 Page 93 Q.6a: N~ber of Times Purchased Nen-Osual Brand in Last Tea - Total NT NF ST SF INT IIiT INF p2fi' IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Cavc Other Cauc Other Catx Other Cauc Other Sampl.e Base 310 60 74 112 64 26 34 26 48 55 57 23 d1 34 40 40 20 56 18 66 46 47 3.7 Weighted Base 221 41 65 63 52 11 30 17 48 35:. 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% Upper 90% A 8>ACDE QABDE D>ABCE FJABCD FNsG GQAF FDAI i>AH J>AK AAJ IJAM LDAL NNA O>AN PhAQ Q>AP R>AS S>AR T>AtT t7>AT VNW ii>A4 Norx 46 a<38 ABDEd9 41 42 47 a<38 51 A<62 A<32 J<51 A<10 AL<64 ao<59 42 A<30 AP<68 AS<67 A<25 40 41 41 46 One 18 ArDE<30 17 a<13 13 16 AF<36 16 18 13 13 mQ2 A<7 0<17 A<4 AQ<36 10 13 AR<36 15 A<9 15 AC7 Two 13 AG5 10 ABCe<21 8<1d g<11 A<2 11 9 AR<31 10 m<22 aG8 15 AtK33 A6 A<1 10 7 14 AT<36 10 aV<31 Three 9 9 A<5 c<12 c<12 9 8 9 A<4 12 11 18 8 6 6 8 9 a6 6 aII<15 5 13 5 Four 4 A<1 A<1 ba<d ABCd<10 A<. a<t A<' J<8 AM<22 2 2 A<1 a<I A<. A<1 A<. 5 2 AWC13 A<. Five 5 aDe<10 DC8 A<1 3 8 11 11 6 A<1 a<2 AG1 5 A<1 A<1 aQCt3 A<. 3 ARC26 A<1 a<2 n<d A<. Six ' 2 . . + . 3 . . . . . + . . 2 3 . . . . . • Seven • . • . . . . 1 _ . . . . . . . . • . . . . . Eight 2 1 A<* c<2 c<3 A<. 2 A<_ A<+ 3 2 A<. 1<6 ' 3 A<. 6 A<* A<. 2 2 v<4 A<. Nine 1 a<. a<. • 2 a<. a<_ a<. a<. 1 . 5 a<. a<. 1 a<. a<. a<. a<. a<. 1 a<. av<i1 Ten 2 ce<4 A<. ACE<5 A<+ 8 2 A<. A<. a<7 4 A<. 1 A<. AN<10 4 3 A<. A<. Au<8 2 a<• A<. Average Non-Usual Srand in Last Ten 1.59 CQ.82 A<0.96 aC<1.90 C<1.82 1_89 1.79 1.26 A<0.85 A<2.13 1.60AM<2_57 1.31 A<0.81AN<2.28 1.9 5 1.32 A<0.73 R<1.96 AQ.06 1.59 1.82 1.84 8FZL 689?S
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6-JON-1997 09:59 C /V t/ lit l cl VOLREF:115 DRI:372-60 RJR SE02ffiaTATION STUDY : FPMASE SM020rRS A® 25-34 Tabie 89 Page 100 os Qaa y a sK uster .Total NT NF ST SF INT ENT IItF ENF IST EST ISF ESF E2m ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Saap1e Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Caix 40 OYher 20 Cauc 56 Other 18 Cauc 66 Otber 46 Cauc 47 Other 17 Keighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80! Upper 908 - A 8>ACME C>ASDE D>ABCE FJABCD F>AG G>AF H>AI I>AH J>AR R>AJ L>AM DDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV Price Conscious 19 AcE<28 18 e<20 A<13 20 a<31 12 20 AK<28 A<10 A<5 L<18 A<8 N<21 AQ<32 13 14 aR<34 aV<26 A<10 W<16 A< Dabbling in Price 14 A<. ABDE<29 aB<9 B<11 A<. A<. 22 A<31 A<3 JQ7 A<4 L<16 AO<48 A<5 A<. A<. AS<34 A<5 A<5 T<16 11 7 Quality Dealers 19 a<14 A<9 C<21 ABCD<35 GC26 A<10 1<28 A<2 22 20 A<42 A<30 A<3 A<10 a<12 19 A<7 15 aU<27 A<10 A<35 a<3 6 Nan-Dealers 10 d<15 i2 8 8 AG<27 10 7 14 A<4 J<12 7 9 AO<22 A<2 12 a<26 S<14 A<2 U<11 AG7. 7 14 Wheeler-Dealers 7 d<ll 7 5 7 A<. aF<15 aI<1S a<3 4 6 9 5 6 6 9 18 7 8 A<3 8 4 v<17 Just Rnutine 13 c<17 a<9 11 c<16 9 19 A<4 10 12 11 17 15 A<2 N<15 16 19 A<5 aR<27 A<6 aT<21 aW<19 A<. Image Conscious 18 16 17 AbcE<26 A<11 18 16 a<10 20 A<28 24 17 A<6 a<ll AN<41 0<19 A<6 19 a<9 22 A<33 A<7 v<26 Gt,ZL 6891S 0
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6-JOR-1997 09:59 VOIRF.P':115 DRI:372-60 RTR SEMff2iTATION STODY :FEMr.r. gOKERS AaM 25-34 Table 78 Hage $8 4-12: Vsval Brand Affinity Rating Based on Masthol Smokers Sample Base Weighted Base Sig Test Column Ref>Versus Lover Case so4 Upper 90s This is a highly desirable brand for me - like a really close friend This is quite an acceptable brand for me - like a good friend This is an okay bra~ for me - like a more casual friend I am neutral and have no real opiaion about this brand one ray or the other. It's like a person I could take or leave I have mixed reactions to this brand . It's like someone I could take only in small doses I reject this brand. It's like someone I'd rather not be aroiad I hate this brand. It's like an enemy, someone I'd avoid at all costs Total NT NF ST SH IItf EHT Il7£ Et7F IST EST ISF ESF E[aP ISTJ .... NT..... .... NF..... .... ST..... .... Sr._... 129 68 25 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Cane 12 5 Ottxr 13 5 Cauc 17 13 Otlxr 13 5 Cavc 27 18 Other 28 11 Ca. 10 6 Other 9 5 A 75 B>ACDE A<60 QABDE b<77 D>ABCE 74 E>ASCD ABD<89 F>IG 68 pAF 50 73 79 73 R>AT 76 IJAM 100 bDAL 85 1¢>AA 85 0>AN 74 P>AQ 67 Q>AP 53 R>AS 79 S>AR 73 T>AU 79 U>AT 67 V>AN 79 W>AV 100 11 7 9 13 11 1 13 17 5 14 12 . 15 5 13 8 6 a<4 23 12 16 21 8 aE<17 E<9 E<8 A<. . 37 3 12 11 5 . . 5 12 8 27 10 4 5 14 3 A<. 5 be<4 A<. . . 6 4 1 7 _ . 5 2 . _ 6 _ 4 3 1 1 acde<7 14 . . . . . . . . . . 15 1 acde<9 a<. a<. a<_ 15 _ . a<. a<. a<. . . . a<. 17 . a<. . a<. UZL 689Z
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6-JON-1997 09:59 VOLREP:115 DRI:372-60 RJR SEGI-~TATION STUDY :FEMAts' SSOKkIiS AfFD 25-34 Q.6b: Frequenoy of Buying NoarOsual Brand on Prooeotian Table 84 Page 94 Total AT NF ST SF INT PNP INF ENF IST EST ISF ESF P2RP ISTJ .... NT..... ....27F..... .... ST..... .... SP-.... Cauc Other Cauc Other Cauc Other Cau, Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column FtP>Vers~ Lower Case 80% Oppper 906 A B>ACDE C>ABDE D>ABCE E>A3CD F>AG G>AF FDAI DAH J>AA iC>AJ L>AM 1DAL H>AO O>AN P>AQ Q>AP R>AS S >AR T>AU V>AT V>AW W>AV Quite Frequmtly 12 A<4 A<3 ABC<22 ABC<19 GC12 A<1 A<3 A<2 AK<36 A<5 Am<29 13 A<l AN<26 A<4 A<3 As<3 A<. A< 26 16 AW<24 A<. So®etimes 25 IK13 ABDG35 b<22 B<25 22 A<10 a<37 a<34 1CC19 A<14 m<35 18 A<49 A<41 A<13 16 A<35 31 2 0 25 26 18 Rarely 26 aCd<35 - 22 24 27 A<14 AF<43 A<14 25 a<19 j<30 22 31 o<23 AQO AQ<40 17 22 22 22 28 28 26 Never 37 ADE<48 e<41 32 A<28 a<52 46 46 39 A<16 P.T<52 A<15 L<38 a<27 A<23 43 Ap<65 39 47 32 31 A<22 aV,*6 6E ZI 6g Q TS
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6-JOli-1997 09:59 VOLtZS':115 DRI:372-60 RJR SEQ•ffidTATION STUDY : FfYAIS SMO10rR.4 AtE9 25-34 Table 82 Page 92 0.8, 9: Reaction to Store Seing Out of US Total NT FF ST SY IST EST ISF ESF ENFP ISTJ .... NT..... .... HF..... ....ST..... Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Canc 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Cauc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 49 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1uwin Ref>Versvs Lower Case 80% Vpper 90S A B>ACDE C>ABDE D>ABCE E>A8® £>AG QAF H>AZ I>AH J>AK 2DAJ L>AM NDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>IW V>AT V>AW W>AV Buy a brand other than your usual 46 45 E<50 aE<53 A<34 40 47 56 48 AK<61 43 a<32 a<35 A<60 A<59 0C54 A<11 50 52 a<55 50 a<36 A< 24 brand Brand bought before 43 43 e<44 AE<50 A<33 32 47 54 40 AA<57 41 32 a<34 a<55 a<53 QG51 A<11 S<49 A<19 A<53 43 35 A<24 Brand never bought previously 4 2 abE<7 3 A<1 g<7 A<_ 2 ah<8 5 2 A<* 2 4 7 2 A<. A<1 AR<33 a<1 t<7 a<1 a<1 Go to another store to buy your 51 d<54 49 A<43 aD<59 59 52 44 51 A<36 J<52 51 A<65 a<40 A<36 45 AP<88 50 47 a<43 43 57 a<66 usual brand Return mben the store has your usual 3 1 A<• C<II bC<5 1 1 A<. A<< 3 5 AM<13 A<. A<' 4 1 1 A<. 1 2 7 aN<7 A<_ brand Don't know 2 . av<10 LEZL 689TS
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6-JVN-1997 09:59 VOS.REF:115 At2:372-60 R.TIt SEGM a1'ATION STVD7 m*z SMoKERS AGBD 25-34 Table 85 Page 95 13: Attribute Ia ortance Ratiss 0 s : Price g - p Total flT HF ST SF INT Et7T INF Eta' IST EST ISF ESF ENEP ISTJ .... 2iT..... .... HF..... .... ST..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Casx 40 Ot2Mr 20 Cavc 56 Other 18 Cauc 66 Other 46 Cauo 47 Other 17 Weighted Base 221 41 65 63 52 11.. 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versus Lower Case 80% t7pper 90d A 8>AC9E pABDE D>ABCE E>AHCD F>AG QAF FDAI I>AH J>AR IUAT 7JAM IDAL N>AO O>AH P>AQ Q>AP P>AS S>AR T>PSJ V>AT V>AW W>AV 10 26 21 29 25 25 AC5 FQ6 29 29 22 30 a<16 1<32 23 27 21 19 27 a<41 28 20 25 27 9 16 A<3 8<14 AHC<23 B<21 qC9 AC A6 A<17 A1K34 a<10 Am<31 13 A<5 1NQ4 A<3 A<2 S<16 A<4 20 AC19 20 25 8 7 AmQ5 A<3 5 c<9 9 A<18 5 AG2 7 A<3 aa<17 4 4 A<3 AQC20 A<. A<3 5 7 AQ 9 9 7 11 9 A<6 A<5 ABCD<25 a<5 11 A<3 a<7 A<1 J<l1 16 Al<32 0Q1 ACl 10 5 aS<7 A<. A<1 T<14 Aii<31 A<. 6 4 2 4 5 5 6 AQ a1<14 A<. 4 6 A<1 1<8 A<. n<6 AGt 8 3 7 3 8 3 13 5 10 ADE<18 EG13 E<7 A<1 AG<48 7 a<4 AH<17 a<5 11 A<. A<1 AOQ1 6 AQQ2 AG7. 9 AR<31 A<4 T<14 A<1 A<. 4 4 ade<8 4 2 2 2 af<11 A<. h<5 3 a<t 3 1 9 4 2 AY<32 s<4 A<. 3 a<1 3 A<. 3 1 - 1 1 a<. 1 a<. 1 a<. 2 a<. a<. 3 a<. 2 a<. 1 a<. 1 4 a<. a<. 1 a<. 2 4 aIXB 3 A<1 d<4 A<. aF<10 6 2 a<1 A<. m<9 a<1 3 2 a<9 3 3 4 a<1 A<. 5 3 1 5 e<4 E<5 aE<8 A<1 7 3 AI<17 A<1 9 7 A<. A<1 2 5 a<2 pGt.4 6 4 ALK12 A<* A<1 A<. 0 10 10 AbdE<17 e<10 A<4 aG5 11 16 a<17 10 10 a<4 A<4 18 13 9 10 ASC11 A<1 V<13 A<3 A<2 v<15 Don't know 3 1 AU. ABCE<8 1 5 A<. A<. 1 5 Aj<12 A<. 2 2 7 A<. 6 a<1 A<. A<8 a<8 A<. 7 Mean Score 6.59 A<5.85 a<6.06 Bc<6.83ABCd<7.57 a<5.55 5.95 A<5.38 6.32 6.89 6.74 7.29 A<7.78 A<5_52 6.67 q<6.14 A<4.73 A<5.84 7.03 6.40AT<7.60 A<7_67 7.10 Staadard Deviation 3.435 3.271 3.815 3.539 2.567 2_475 3-492 4.016 3-706 3.567 3.499 2.812 2.358 3.570 3.716 3.191 3.339 3.956 2.933 3.976 2.368 2.314 3-549 Standard Error 0.198 0.426 0.450 0.342 0.323 0.495 0.599 0.788 0.546 0.490 0.476 0.586 0_373 0_621 0.603 0.504 0.766 0.538 0.691 0.497 0.361 0.338 0.887 6 89 IT ;
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6-JI7N-1997 04:59 VOIItEf:115 Mt2:372-60 F.TR SE04ENTATiqt STtlDY :*'°""*a' SMDKEF3 A® 25-34 Table 79 Page $9 4.27: Rate per day Total ST NP ST SF INT PNT ISF fNP IST SST ISF ESF F17PP ISTJ .... NT..... .... 1PF..... .... ST..... .... SF...- Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 61 34 40 Cauc 40 Other 20 Cavc 56 Otber 18 Canc 66 Other 46 Cauc 47 Othqs 37 iteiqhted Base 221 41 - 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Siq Test Co1+m Ref>Versus Lower Case 809 Upper 906 Less than 1/2 pack a day A HJACDE 14 Ce<19 C>ABDE A<4 D>ABCE ACEG2d tD•ABW a<9 P>A6 8 G>AF afQ2 FDAI A<. I>AH A!i<6 J>AR 19 F>AJ AQ9 ShAtS 9 bDAL 9 2AAO 9 O>AN 12 F>A4 17 Q>AP aG26 R>AS A<3 s>Ait 11 Txw 17 U>AT AT<36 v>AW wd1 IbAv At2 1/2 pack a day 29 26 aD<35 A<22 30 aG<Q6 a<20 39 34 27 A<17 A<16 AL<Q1 ao<39 23 23 35 25 AR<79 25 A<18 27 43 1 pack a day 36 29 abd<42 31 38 38 a<26 37 a<44 A<24 J<61 40 37 33 31 qC33 A<16 AS<51 A<6 35 A<25 38 39 1-1/2 packs a day 15 AcD<25 D<15 A6 aD<22 a<7 AF<31 11 16 Ad Aj<8 AM<36 12 0<18 A<4 A<26 23 S<18 A<. A<6 AQ awQ6 11 2 packs a day 4 A<i e<d ABcE<8 A<. 3 A<* a2<13 A<. AB<t2 3 A<. A<. A<. n<6 1 A<. 3 4 Aua1 4 A<. A<. 2-1/2 packs a day 2 A<. A<. ABCEG.5 1 A<. A<. A<. A<. Ak<7 2 A<. 2 A<. AN<11 A<. A<. A<. A<. A<6 2 A<. 5 3 packs a day 1 A<. A<. AHCE<5 AC A<. A<. A<. A<. AB<8 * A<. a<* A<. AN<12 A<. A<. A<. A<. a<* AT<13 A<* A<. Average packs a day 0.92 0.87 0.90 a<0.98 0.91 0.79 0.89 0.99 0.87AK<1.13 A<0.80 MO..0d 0.81 0.82ANGt.29 0.90 a<0.76 S<0.98 A<0.56 0.99 0.98 0.90 0.91 V~~ZL 689ZS
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• • • 6-.7tTN-1997 09:59 vOi3+a'_il5 DR2:372-60 RJR SEMC 1~fATION STUDY : tl1D1LLr SMOIUM AG9 25-34 ._ Table 90 Page 101 Savings Vtil,nerability Group . . Total NT flF ST SF INT E2iT IIiF II7F IST EST ISF ESF FNFP ISTJ .... NT..... .... AF..... .... ST..... .... SF..._. Cauc Other Cauc Other Cavc Other Cavc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 il 30 17 d8 . 35. 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colnmn Ref>Varsus Lo.er Case 80% Opper 90! A B>AmE C>ABDE D>ABCE E>ABCa F>AG G>AF FDAI I>AH J>AK K>AT L>AM lAAL N>AO O>AR P>AQ Q>AP R>AS S>AR T>AV 0>AT V>Ai1 R>AV Lov Price 11 10 11 12 10 15 8 17 9 K<t6 a<6 14 7 aC5 12 0<12 A<2 7 AR<28 14 7 W<ll Ml Low Price + Imaqe 27 32 24 aceC33 22 AQ1 a£<39 20 25 Ak<38 26 M<38 A<12 A<15 Att<d1 aQ<37 A<i1 26 A<14 27 At<42 23 20 Promotion Sensitive Fu21 Price 30 C<30 A<17 C<30 ASCD<d6 30 30 1<32 A<12 28 32 35 A1<54 A<6 NQ5 aC22 AP<58 A<li aR<45 30 30 A<d6 a<a6 Core Full Price 32 29 ABDE<d8 a<26 A<22 G<44 23 31 AH<5d A<17 J<37 AQ3 1<27 AO<7d a<22 29 28 ASG.56 A<13 29 A<20 A<19 33
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• 6-JVit-1997 09:59' VOSRE8:115 DRI:372-60 RJR SEQEIQTATION STUDY : FBMt1LE SMPMRS AGM 25-34 Table 71 Pe9'Qe 82 Q.1a: Brand Faffiliarity : Brand Iupression Based an Menthol Smokers Total NT NF ST SF IIiT IIiT ZNF IIQF IST £St ISF ZSTJ .... tfi..... .... NF..... .... ST..... .... St..... Cana Other Cano Other Cava Other Cavc Otlaer Sample Base 129 25 30 55 19 12 13 12 i8 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Weighted Base 68 10 - 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Siq Test Co1w= Ret7Varst%q Lover Case 80% Vpper 90% A 8>AmE C>ABDE - D>FtBOE E>ABCD F>AG G>AF 87AS I>AH J>71C AA.T IJAM HDAL N>AO O>AN P>AQ Q>AY R>AS S>AR T>AII II>AT V>AR W>AV Camel 19 17 22 18 17 . 37 21 22 18 i8 . 24 22 20 8 26 15 39 A<9 AT<33 33 . Winston 11 A<. ASDC23 8<7 B<14 . . 10 A<29 8 6 . 20 38 6 . . AG26 13 9 a<5 18 9 Marlboro 21 22 19 22 19 24 19 23 17 21 23 . 28 17 24 19 24 16 28 14 AT<37 26 12 Marlboro Menthol 24 a<14 18 ASCE<36 AG12 1 28 3 27 AR<46 25 . 18 12 A<51 8 20 20 14 AG37 34 7 18 Salem 17 14 A<7 ABCE<29 A<4 9 19 . 11 AR<41 i5 . 5 14 A<46 8 19 10 . A<30 a<29 7 . Nevport 14 A<2 10 ABce<22 9 1 3 14 8 21 aQ4 . 14 10 21 3 1 10 10 AV<30 9 18 . Doral 16 A<5 8<20 b<15 SC23 1 9 26 16 A<6 J<24 . 34 16 A<6 . 10 20 19 14 16 26 21 GPC 14 DG23 d<20 A<8 12 30 15 12 24 A<5 10 . 17 31 a<6 17 29 a<26 5 A<. TQ1 . 24 Basic 17 11 a<10 c<21 23 17 5 . 16 23 19 . 33 19 26 17 6 14 . 23 18 7 39 Dora1 Menthol 13 9 21 12 10 1 18 26 17 12 12 . 14 21 14 8 11 23 15 14 9 7 12 GPC Menthol 17 10 bE<24 e<20 A<7 16 3 19 28 aK<29 a<9 . 11 36 A<33 19 . 29 13 19 21 . 15 Basic Menthol 17 17 16 21 10 17 17 . 25 ak<27 13 . 14 21 a<28 28 6 21 5 23 17 7 12 NET: Dora2/6PC/Sasic iMA 33 26 29 36 37 31 19 26 31 35 38 . 54 33 39 17 35 31 24 37 35 33 41 NET: Doral/GPC/Basic Menthol 28 23 E<35 E<31 A<11 17 30 33 36 AK<42 a<18 . 16 36 A<45 36 11 40 23 37 21 7 15 NET: Doral/GPC/Basic 41 38 43 44 37 31 45 33 49 48 38 . 54 47 51 36 40 47 32 48 35 33 41 None of these 32 24 26 32 ASCd<50 37 10 59 A<8 25 40 100 27 11 a<20 38 11 a<20 42 34 29 42 59 9ZZL 589TG
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• 6-J9F-1997 09:59 Q.30: Cigarette Issues Ageemecrt Ratings : Top Box 60 74 112 64 26 34 26 48 55 57 23 41 41 65 63 52 11 30 17 48 35 28 21 31 VOLIO;E':115 DRI:372-60 R7R SEGME iTATIOH Stt7DY : FIIALE SM020;RS AGZ9 25-34 Total NT H8' ST SF INT IIiT INF II7F IST FST ISF ESF II7FP ISTJ .... NT..... .... HP'..... .... ST..... .... SF..._. Canc other Canc other Ca.x other Cauv other Sample Base 310 Weighted Base 221 Sig Test Colemei Ref>Versus Lover Case 80e Upper 90% I enjoy the ritual of smoking. It's A 47 sc®ething familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjoyable mc®rsit even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accoaplished sc®e task I would be interested in a cigarette with an eztremely low level of nicotine Cigarettes usually leave an +.npleasant aroma in a room I really enjoy a cigarette during a short break from some activity 1 enjoy smoking when I'm rushed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking aroamd them I enjoy a cigarette when I'm thinking through a problem Table 91 Page 103 34 40 40 20 56 18 66 46 47 17 25 23 32 9 53 12 41 22 43 9 B>ACDE 49 C>ABD6 46 D>ABCE 49 E>ABCD 42 F>AG AG<76 ©AF 40 H>AI A<19 I>AH aH<56 J>AR 53 2C>AJ 43 L>AM 42 lAAL 43 R>AO A<64 0>AF 54 P>AQ 44 Q>AP AP<70 R>AS 46 S>AR 45 T>AII 41 II>AT AT<63 V>AW 45 (i>AV a<32 A<28 B<46 8<47 aB<51 OC49 A<20 AQ1 ACic56 48 45 Am<62 43 A<66 A69 AG31 A<16 48 40 a<37 A2<64 AN<55 3 2 A<31 ABEG55 BE<48 A<33 38 A<29 a67 At55 49 47 AC27 37 36 A2t<57 A<29 37 A<56 52 46 53 A<31 42 47 46 48 54 52 45 AQ9 HGi2 48 48 55 54 48 43 46 50 SG50 A<27 50 45 aw<58 36 CG53 A<37 c<46 CG51 a<31 AF<60 A<23 H<42 42 51 38 A1<59 A<19 27<47 49 A<65 A<32 RG55 41 at<56 53 39 A<32 ABeG56 aBe<54 b<44 g<44 A<28 59 55 47 AJ<63 a<33 1G51 46 51 A<24 aP<63 a<55 57 43 AT<73 44 45 a<38 aBd<54 42 b<52 aCr<61 A<30 AC22 AH<65 A<35 J<52 42 a<58 Ao<68 51 A<32 aP<62 49 AR<75 A<26 AT<71 52 48 A<19 aB<45 ABe<46 B<36 aG<53 A<7 A<23 AH<53 a<47 46 m<46 a<29 AO<71 42 A<13 P<41 39 AR<73 a<48 45 W< 42 A<7 A<26 aB<41 b<36 32 AG<64 A<12 26 AH<47 31 41 A<20 L<41 A0<49 26 a<26 26 40 47 28 AT<49 35 a<21 44 ABD<59 45 50 0<61 a<38 A<35 AH<67 48 42 51 49 AO<76 55 43 46 54 AR<80 A<39 2<56 R<54 A<28 44 44 49 46 50 Bt,ZL 689Tq
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6-JON-1997 09:59 VOLRF1+:115 DR1:372-60 RJR SDGMENTATION STODT : FPSDaE SMOIMRS AC,Ea 25-34 Table 88 Page 99 Q.29: Price Sensitivity Agreemeeit Ratings : Net Statement Agreamcit (Top-2 Less Bottow-2 Box) Total NT RF ST SF IIiT PNt INF F1II' ZST EST ISF ESF ERFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..-.. Sample Base 310 60 74 112 64 26 34 26 68 55 57 23 41 34 40 Caue 40 Other cavc 20 56 Other 18 Cano 66 Other 46 Cavx 47 Othtr 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test ColvM Ret7Versus Iaver Case 80% IIpper 90% A B>ACDE QAME D>ABCE FJABCfl F>AG ©AF FDAI I>AH J>AK AAJ IJAM MAL N>AO O>AN P>AQ Q>AH R>AS S>AR T>AU II>AT V>AA tt>AV People vho buy qeneri.c cigarette brands are an a tight budget -16.40 A<-d1.77A8e<-3.20 B<-9.35 b<-21.d1Cy<-9.0a -53.27 23.01 -12.73a<-3.13 -17.27 -13.71 -26.73 -19.65 -26.57A<-66.36 -32.18a<-3.88 -0.18 -0.67 -25.18 -16.98 -t2-26 A< Al< An< Paying a higher price doesn't really meaa it's a better cigarette 38.92 34.78 29.62 36.08 57.22 31.38 35.98 24.72 31.61a<23.57J<51.99A<71.35 47.45 a<21.54 A<5.36 36.49 28.6M<19.88 72.56 28.OCt<50.76A<61.83 35.5d AbCDC AR< I rarely buy new cigarette brands on impulse 50.63 DG56.80 D<d8.26 AC28.20 75.74 83.69 47.35 75.65a<38.30A<19.63 39.10 64.28 83.67 061.60AQ3.65 56.97 56.19S65.80AO.5.05A<30.22AC26.51 82.01 46.28 ABCD< AG< AI< A1< Ap< tl'?L 589ZS
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Q1D Rw ~ ~ o ~ ~ ~ III000 F ; ~ SS fq d s d d '..l d d M.i N ~ N N a a a .~ 40M ~ ~ . ~ Ntl N ~ . M Y1 W N 10 b ~ ~ H N ~. ~WW N N WO .w 1~ M u1 Ilt ~ 41 ~ H OD h ~ N N d b ~ h d 04 ~ ~ O b 10 M t M ~ {d t0 N N ~ V tl ~ ~ ~.. N M M ~ ~ N N rl N ~ 7 N N ~ ~ M q ~ M d~ .i N N n n tl a x ~ d M 10 N tlN N b M r1 1D b d M tO N N a b ~ { N (S •
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• 6-JON-1997 09:59 0.30: Qgarette Issues Agreemrat Ratings : Top-2 Box WLRSF:115 MtI:372-60 R.7R SEGMEZVTATION STUDY : PF24ALE SMOth•RS AQE1D 25-34 Total 2iT NF ST SaspIe Base 310 60 74 112 64 Weighted Base 221 41 65 63 52 Siq Test Column Ref>Versus Lower Case 80% Vpper 90! I enjoy the ritua2 of smoking. It's so®ething fandliar that..I do oa many occasions throughout the day Smoking a cigarette caa make an enjoyable mo®mt even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity i enjoy smoking when i'm rushed and have lots to do . I can think of many times when non- smokers have been rude to me because I was smoking aroured them I enjoy a cigarette when I'm thinking through a problem 26 u Table 92 Page 105 IST EST ISF ESF F1QFP ISTJ .... 7PP..... .... 1QF..... .... ST..... .... SF-•-_. Cam Other Caw Other Cauc Other Cauc Ottier 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 25 23 32 9 53 12 41 22 43 9 30 17-. 48 35 28 21 31 A 74 8>AQ7E 73 C>ABDE 76 D>ABCE a<69 E>ABCD 77 F>AG AGC89 G>AF 67 }DAI 66 I>AH h<80 J>AK a<65 IOA7 73 IJAM 76 tDA2. 78 1¢>AO o<78 O>AN A<61 P>AQ 71 Q>AP 79 R>AS 76 S>AR 77 T>AV A<60 II>AT AT<85 V>AW ASK85 Fi>AV A<42 62 A<52 61 b<65 B<68 55 a<51 A<30 AH<72 57 AJ<76 A<76 63 A<76 63 a<53 50 63 52 61 At<73 69 62 69 A<50 BC)0 as<74 B<74 A<41 A<54 ai<81 66 AkC/9 68 AM<88 65 A<53 At1<82 A<50 a<53 72 58 AV<80 64 a< 77 61 67 c<64 AG50 aC<73 ABCD<85 65 63 A<35 AFS<56 69 A<78 AM<94 AC78 a<56 67 62 71 AsG54 A<35 A<77 66 A.K 87 72 63 61 A<51 aC<68 AbC<73 A<44 F<68 i<65 A<46 65 aC/2 63 A1<80 A<27 N<64 60 67 A<48 61 a<70 64 A<76 63 72 A<59 B<74 8<76 B<76 A<50 a<62 75 73 74 79 Am<85 69 68 67 A<55 71 70 AR<90. 76 76 76 72 71 A<56 BG71 B<72 AB<80 aG<82 A<47 A<38 AFK84 A<59 AJ<87 AM<91 72 Ao<84 69 A<52 69 67 AR<89 a<62 AT< 89 A<82 71 55 A<31 B<60 B<58 aB<62 aC,<67 A<18 A<36 AFY<69 55 -a<63 Am<72 56 AO<82 49 A<26 P<48 54 AFi<87 a<62 52 AW<68 A<34 , 48 52 48 46 48 AG<80 42 37 52 46 47 41 53 0<58 a<38 52 52 47 51 a<40 aT<58 50 42 73 66 72 68 ABCD<86 aG<85 A<60 A<44 A8<82 70 67 AM<94 80 a<83 73 65 71 69 r<84 a<64 t<76 AW<90 63
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0 9 6-JUN-1997 09:59 v07diEF:115 DRL372-60 1L7R ~ffiaTAT1ON STOD7 t 0 : lSM7.E SMDlOrRS 1u~9 25-34 Table 77 Page 87 0.11(!p: Brands Would Borrow at Party if ont of t7s : Total l~ations Based on Menthol Smokers . Total N't NF ST S£ SPT P2NT DR£ F31F IST EST iSP ESF pNa'P ISTJ ....NT..... .... NF..... .... S1'..... .... S£..... Cauc Other Cauc Other Canc Other Cauc Othes SamPle Base .129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Cols,=n Ref>Versus Lo+mr Case 808 Upper 90% A B>ACaE C>ABDE D>ABCE FJABCD F>AG G>AF HDAI I>AH J>AR R>AJ IJAM 1D•AL NNA O>AN P>A¢ 0>AP R>AS S>AR T>AV U>AT V>AW W>AV Salem 43 A<26 ABD<57 37 B<53 24 27 68 51 A<26 J60 77 42 66 A<24 32 19 A<62 43 38 34 33 74 Marlboro Menthol 31 d<38 aD<41 A<22 34 36 40 63 29 22 22 13 43 26 a<21 41 35 a<48 24 27 A<14 58 9 Kool 27 26 25 31 21 20 32 69 A<1 31 30 25 19 . 34 11 41 17 47 a<19 AT<52 14 27 Benson c Fiedges 74cnthol 26 A<12 b<25 B<28 B<34 1 23 24 26 22 34 36 34 18 21 8 15 25 24 30 24 51 17 Newport 25 A<10 aB<36 b<23 b<28 4 17 21 A<44 A<14 J<34 13 35 50 A<8 14 6 A<42 20 25 20 39 17 Virginia Slims Menthol 21 A<9 b<23 18 ABd<38 1 19 14 27 A<9 JG29 38 38 21 A<10 8 11 21 28 18 18 51 25 Basic Menthol 16 17 12 e<21 a<8 16 18 . 19 A<7 AJ<36 13 5 15 A<6 17 17 16 1 23 16 7 9 Winston 11 aC<20 A<. C<15 c<9 14 27 . A<. 13 17 13 7 . 14 . 41 A<. . 17 12 7 11 Merit Menthol 11 a<4 10 b<12 13 . 9 . 15 6 ajQ9 13 13 10 6 8 . 13 . aLK19 A<. 18 9 Doral Menthol 10 a<4 11 10 14 . 9 11 11 14 5 13 14 14 16 8 . 8 19 8 13 18 9 Marlboro Non-memtho1 9 13 5 11 8 5 22 . 8 14 6 13 5 11 16 5 21 7 1 9 13 7 9 Camel 6 c<9 A<. C<9 4 . 19 . A<. 2 AJ<16 13 . - 3 9 9 A<. . aV<14 A<. . 9 GPC Mmthol 5 7 d<ll A<1 7 . 15 10 11 2 A<_ 13 4 15 a<2 . 14 13 4 A<1 2 2 11 A new full price menthol brand you'd 5 2 3 6 8 . 5 . 4 8 3 13 6 6 4 A<. 9 U<9 A<. 7 9 never seen before A menthol generic/store brand 4 5 2 5 4 . 10 6 A<_ 5 5 13 . . 6 . 9 3 . 2 10 . 9 NET: Savinqs Brands 30 32 28 e<34 20 16 51 18 33 26 Aj<44 13 23 33 26 25 41 31 21 34 35 28 11 NoneJDon't know ~ 1 . . . 1 . . . . . . . . . . 1 . . ' ' - -
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6-JON-1997 09:59 VOLREP':115 DRI:372-60 RJR SFX241iTATION STUDY : FFMALE SMOIQ:•RS AGFD 25-34 Table 95 Baqe uo 0.30: Ci.garette Issues Segmcits Satple Base . Weighted Base Sig Test Colvmn Ref>Versus Lo..er Case 8o9 Upper 90% (1) thjoYs mokixxJ, not concerned about after-effects (2) Considerate of mn-smokers (second-hand smoke is dangerous), vants lov tar/less offensive cigarettes (3) Ccncerned about after-effects (vrvleasant aroma/bad breath/smcll) (4) Considerate of nan-smokers (does not smoke at home), enjoymrnt is not too important Total NT 27F ST SF INT EN1' IIip F27F IST SST ISF ESF II7FP ISTJ .... NT..... .... NF..... .... S.T..... .... SF..... Cauc Other Cauc Ot~r Cava Other Caao Other 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 40 32 20 9 56 53 18 12 66 41 46 22 47 43 17 9 A H>A(31E C>ABDE D>ABCE E>ABCD F>A6 6>AF H>AI I>AFI J>AK 2OAJ L>AM MDAI. N>AO O>AN P>AQ Q>AP R>AS S> AR T>AII V>AT V>AW W>AV 20 DG22 ADE<31 A<9 D<18 29 20 14 A8<38 A<3 J<15 23 15 AO<60 A<4 Q<27 A<C A<Y1 32 A<3 T<19 W<22 A<1 30 A<18 ABIK38 A<22 ABdK39 A<16 A<19 AI<57 31 A<15 J<31 31 A<45 A<11 A<20 A<16 25 A<39 30 a<22 a<21 A<d1 33 23 20 ed2 ABcE<32 A<13 23 19 A<8 H<28 AX<II6 A<15 15 A<11 24 AN<66 17 p<34 23 18 A<36 25 A<13 15 27 AC<39 A<8 AC<38 C<29 32 A<42 I<21 A<6 a<36 A<39 30 29 A<5 N<30 A<II0 36 A<5 r<20 A<39 35 25 AV<52 SSZL 689T5 • • •
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6-JON-1997 09:59 VOIdiELI:115 DRI:372-60 R7R SEGb=ATION STUDY : FFtfALE SMOAFIL4 AC,E9 25-34 Table 86 Page 96 0.29: Price Sensitivity Agreement Ratings : Top-2 Box Saaple Base Weighted Base Sig Test Colimn Ref>Versus Iawer Case 808 Upper 90% My Usual Brand is almost like an 'old £riend that you can always comt on' The taste of my Usual Brand is imique -- no other brand's taste comes close I want to hear about the people and the coapany that makes my Usual Brand I use coupons to buy brands other than my Usual Brand The amount of money I spend on cigarettes bothers me a great deal The taste of my cigarette is mcre important than its cost I make every effort to buy the least expensive cigarette on the market G~ic cigarettes are really jvst regularly priced cigarettes which are put in an+ xpan<ive package The biggest, most popular cigarette brands are best 'No name' or unbranded cigarette products provi.de a real value to consumers Most of the time, I pay close attention to the price of my cigarette brand in order to get them at the lowest cost I almost always use coupons whcn I do my cigarette shopping I usually stick with the same brand of cigarettes, simlaly because it's too nich trouble to keep up with all the new brands and prices on the market Most cigarettes seem the same The quality of genaic cigarette brands isn't as good as well-known brands People who buy gmeric cigarette brands are on a tight budget Paying a higher price doesn't really mean it's a better cigarette I rarely buy new cigarette brands ca iapulse Total NT NF ST SF INT FFl INP ENP IST EST ISF FSF ENFP ISTJ .... NT..... .... NF..... .... ST...__ ....SP.._.. 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cavc 40 32 Other 20 9 Cauc 56 53 Other 18 12 Cauc 66 41 Other 46 22 CaUC 47 43 Other 17 9 A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF FDAI I>AFi J>AK K>AJ L>AM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 66 62 a<59 AbC<74 68 61 62 i<72 A<55 a<74 a<75 63 72 66 AN<91 a<56 AP<83 A<56 r<75 67 AT<88 63 AV<92 65 A<55 62 ABCe<75 64 AG<83 A<45 A<33 aH<72 A<76 A<75 m<75 57 66 A<77 58 A<44 60 71 a<73 A<79 59 AVC 90 48 a<38 45 ABcG57 47 G<58 A<32 A<31 H<50 55 A<59 55 42 55 a<60 A<34 p<54 48 35 a<56 a<58 45 57 28 C<24 A<9 abC<34 ABCD<49 29 22 A<15 A<7 AK<43 23 AM<79 28 A<11 Atr<47 24 26 A<9 A<9 34 36 A<51 38 - 55 A<38 ABD<63 ab<48 ABD<67 a<39 A<38 a<68 61 52 A<44 AM<83 55 a<44 46 A<35 49 61 a<72 A<46 53 AW<71 47 60 A<50 aB<66 B<64 58 G<69 A<43 68 66 58 Aj<71 M<71 A<48 .AO<75 57 A<48 56 AS<72 a<43 55 AT<79 a<51 AV<89 . 20 25 18 18 23 25 26 20 17 20 16 29 18 A<2 aN<12 26 24 A<14 aR<35 U<24 A<8 20 av<37 27 AC<37 A<10 C<28 AC<37 A<43 35 A<8 A<tl aK<35 a<20 Am<47 29 a<17 a<19 a<36 a<41 A<8 r<22 AU<38 A<9 a<36 37 40 35 a<34 ABCE<52 39 40 34 37 a<33 Ak<58 43 47 33 A<23 AN<55 q<39 A<23 A<30 r<50 A<54 47 39 38 34 32 36 38 30 AG<57 A<23 30 38 A1K47 a<26 26 33 Ao<59 42 30 39 36 38 AU<48 A<18 29 37 51 A<35 A<42 ABCe<66 BC<56 39 A<34 45 A<41 AKn4 56 63 51 A<28 AtK67 A<30 P<54 A<40 52 A<67 A<64 a<59 42 24 c<20 A<11 ABCE<40 C<23 g<30 a<16 a<13 A<11 AK<51 25 - m<34 a<16 19 AN<48 20 20 A<12 A<8 AU<46 28 W<17 A<8 . . 42 C<49 AQ6 C<44 ACdc54 Ag<62 44 1<42 A<19 43 45 48 AG59 A<13 H<43 46 a<56 A<27 A<19 44 43 AW<58 36 - . 17 AC<26 A<2 C<22 aC<25 20 a<28 A<5 AG1 23 21 18 A<29 A<2 27G13 a<27 23 A<1 9 a<25 16 AW<28 a<8 45 AG34ABDE<60 43 a<37 G<56 A<26 A<62 A<59 A<33 AJ<56 A<26 1<44 aO<56 A<24 A<32 39 AS<66 33 41 46 a< 36 40 26 A<18 b<27 b<28 b<29 G<37 A<Lt AI<49 a<19 28 28 29 29 A<12 a<17 A<16 24 23 ar<44 u<32 19 31 19 58 54 55 54 ABCD<72 55 53 55 55 A<46 J<64 Am<80 66 A<42 A<39 55 49 a<50 AR<78 A<47 T<65 A<75 58 _ . 64 65 a<57 A<56 ABCD<81 APs<85 57 AI<81 A<48 A<49 J<65 73 A1<87 59 A<44 63 69 59 a<49 a<55 56 A<83 7 2 TtI?L 68? TS
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6-JLR7-1997 09:59 0.19, 19c: R+eason Doorway Most/Secomd Most CcWetl3.ng Total NT Sanple Base Weighted Base Sig Test Colmm Refwersus Lower Case 808 Vpper 90% All othes captioas NET: PICfVtiE Pictnre/good picture NET: TONALITY Subnet: ilai'm/friendly/pleasant Felt good/happy All others None/nothing Don't know/no answer 137 19 91 13 WIREF:115 D[t2:372-60 R7R SE24Wi'ATION STUDY : FEMA*-F' SMOlMRS A® 25-34 Table 98 Page 175 : 1Yie~s/Family/Supportive NF ST SF INT IIiT INF EHF IST EST ISF ESF F27FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Cavc O*_>>er Canc 0ther Caao Other Cave Oth"s 27 59 32 8 11 14 13 27 32 10 22 9 20 12 7 19 8 37 22 27 5 21.-31 27 2 11 7 14 17 14 11 16 10 12 10 3 15 5 20 11 26 1 A B>ACDE C>ABDE D>ABCB FJABCD 1 . . . 4 2 A<. A<. ABCE<7 A<. 3 A<. FNIG G>AF EDAI DA8 J>AK K>AJ IJAM N>AL N>AO O>AN P>AQ 4>AP R>AS S>AR T>AtT II>AT V>Ai/ W>AV 7 4 A<. AJG16 . A<. . A<. . . A<. . 7 8 A<. A<. ABCE<7 A<. . . . . A<. AJ<16 . A<. . A<. . . A<. . 7 8 A<. . 1 . . . . . 2 . . . . 2 . . . . 1 . . . 1 . . . . . 2 . . . . 2 . . . . 1 . . 1 . . . . . 2 2 . . . . 1 . . A<. ABCE<9 A<. . . . . AR<17 9 a<3 ABDE<39 A<• A<. . 4 4 56 A<1 1 A<_ A<. A<. . A<. A<. 78 AQ 1 A<. . AV<16 A<. A<. 4 A<52 A<. 0Q7L 589YS
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6-JUN-1997 09:59 VOIdiEF:115 IIt1:372-60 RJR SEQER7TATION STUDY : FP291IE 3Z010'1tS AGE6 25-34 Table 99 Page 116 0.19a: Doorway Pict=e(s) Most Coagel linq : F riends/Fa mily/Sapp ortive Total NT RF ST SF INT P27T ZNF FdZF 1ST EST 1S8 ESF ENFP 1STJ .... NT..... .... FF..... .... ST..... .... SF..... Caac Other Cauc Other Cauc Other Caao Other Sample Base 84 12 16 32 24 7 5 8 8 14 18 7 17 5 8 9 3 10 6 19 13 20 4 Weighted Basc 58 11 9 18 21 2 8 3 5 9 10 7 14 2 4 9 1 4 5 13 5 20 1 Siq Test Co1umn Ref>Versus Lower Case 80% Upper 908 A B>ACDE C>ABDE D>P9CE E>ABm F>7G G>AF FDA1 I>AA J>AK R>A7 L>AM bDAL N>AO O>AN P>AQ 0>AP R>AS S> AR T>AU U>AT V>AW W>AV NET: CAPTIONS 91 98 d<91 A<77 AD<100 92 100 88 93 63 89 100 A<100 78 91 98 100 81 100 A<74 83 A<100 100 Family means everything 35 32 A<15 28 PCDG52 23 34 . 24 21 35 99 28 51 10 36 . 19 11 32 21 A<52 54 Making others happy 25 . AdC46 25 28 . . . 76 14 34 . A<43 72 31 . . 29 62 22 32 29 . Being relied upon 17 32 AI)E<59 A<3 A<3 2 40 57 60 . A<6 . A<4 . . 31 44 47 69 A<4 1 A<1 38 Being loyal 9 5 3 8 c<14 25 . 6 2 8 9 . a<21 6 17 • 45 5 2 10 4 15 . Being a good friend 5 8 10 5 2 43 . 25 . 5 5 . 3 . . 9 . . 18 3 9 2 . Protecting others 5 20 A<. 2 a<1 . 24 . . - 4 1 1 . . 22 A<_ 7 a<1 8 Being a person people come to for advise 3 . a<. 5 4 . . . . 10 a<_ 1 5 . 22 7 _ 4 8 Doing favors/small favors for others 1 5 12 10 9 NET: PICTURES 4 2 AdE<19 2 A<. 8 . 37 7 4 1 _ A<_ 22 9 2 . 19 18 3 . A<. PeoPle 2 2 9 2 a<. 8 . 12 7 4 a<. . a<_ 22 . 9 2 . 19 . 3 . a<. Animals 2 . ae<10 t . . . 25 . . 1 . . . . . - . 18 1 . . Doai't knaw/no answer 7 . A<. ACE<21 A<. 33 11 . A<_ . . . . . . A<23 17 A<. T9ZL 68a:5 • • •
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6-JUN-1997 09:59 V021iEP:115 DR2:372-60 RJR SEQ4ENTATIOH STUDY :FEMr-r SMORT4iS A® 25-34 Table 88 pd4e 98 0.29: price Seasitivity Agreement Ratings : Ret Statement Agreement (Top-2 Less Bottom-2 Box) Saeple Base Weighted Base Siq Test Column Ref>Versus Lower Case 80% Upper 90% My Usual Brand is almost like an 'old friend that you can always count on' The taste of my Usual Brand is unique -- no other brand's taste comes close I want to hear about the people and the company that makes my Usual Brand I use coupons to buy brands other than my Usual Brand The amount of money I spend on cigarettes bothers me a great deal The taste of my cigarette is eore important than its cost I make every effort to buy the least expensive cigarette on the market Generic cigarettes are really just regularly priced cigarettes which are put in an inexpensive package The biggest, most popular cigarette brands are best 'Fo name' or imbraxded cigarette products provide a real value to coe.a~mers Most of the time, I pay close attention to the price of my cigarette brand in order to get them at the lowest cost I alaost always use coupons when I do my cigarette shopping I usually stick with the same brand of cigarettes, simply because it's too mach trouble to keep up with all the neaw brands and prices on the market Most cigarettes seem the same The quality of.generic cigarette brands isn't as good as well-knowa brands Total NT 27F ST S8 INT ENT INF P27F IST EST ISF ESF FNFP ISTJ .... NT..... .... NF..... .... ST..... .... 310 60 74 221 41 65 112 63 64 26 52 11 34 26 30 17 48 55 48 35 57 23 28 21 41 31 34 25 40 23 Caoo Other Cauc 40 20 56 32 9 53 Other i8 12 Cauc Other 66 46 41 22 Catx 47 43 Other 17 , 9 A 8>ACDE C>ABDE D>ABCE E>ASCD F>AG 6>AF FDAI I>AH J>AK AAT IJAM bDAL N>AO O>AN P>AQ 0>Ap R>AS S>AR T>AU U>AT V>AW W>AV 62.02 60.43 58.62 63.95 65.21 55.07 62.31i<72.41 53.61 62.23 66.13 59.72 69.00 64.07 86.06 56.44 75.26 55.01rC74.57 5 4.16 81.80 59.46 92.26 AM< AT< AV< 59.18 A<47.13 b<60.46A Be<68.95 55.31 76.77A<36.72A<28.34 72.14 68.83 69.10MC74.57A<42.00 65.54 67.02 51.55A<30.67 58.09 70.91a<6 8.36 70.03a<48.05 89•36 aG< A8< AV< 31.79 28.36 31.37 39.43 25.84 54.33 19.23 A<6.24H<40.50 39.67 aG< 39.12M<47.06A<11.17 a<48.14 38.27 23.37p<46.92s<37.32 a<5.10 3 8.14 41.77 19_76v<54_42 -30.11 C<-41.02 A<-65.24 -16.54ABCd<6.00 -30.93 -44.57 -43.88 -73.01AKC2.98 -41.35 65.52 -35.13A<-68.79AN<1.07 -40.09 -44.51 -67.90 -53.51 -1 6.26 -17.04A<10.93 -17.19 . ABC< I< A< AM< A< a< 36.48 A<11.69ABD<49.93 a<26.16ABD<51.65 A<3.93A<14.42 46.92a<51.03 30.34a<20.84 76.94 34.17 36.26a<17.77 A<8.42 23.88 45.87A<67.84A<19.13t<38.97 59.63 14.09 AM< AW< - 46.97 A<31.08 BG54.77 B<52.86 42.65 50.60A<24.22 60.64 52.64 44.58 63.39 69.53A<24_07A0<69.22 38.37 a<30.59 32.90 65.91 A<5.71 41.08 74.33a<32.82 88.86 Aj< aM< AS< AT< AV< -41.32 c<-33.79 A<-56.85 C<-36.77 C<-33_36 -35.78 -33_09 -54.27 -57.78 -30.65 -44.54 -20.54 -42.21A<-80.15 -57_12 -29.32 -50.43 -64.48 -23_21 -22.45 -62.87 -37.63 -13-26 a< n< A< R< AU< A< a< -13.12 ACd<6.17 A<-34.41 C<-11.97 C<-3.12a<11.23 a<4.39 -55.44 -26.76AK<5.29 -33.93 16.51 -16.69 -17.01 -23.46 a<4.95a<10.70 -33.19 -39.77AU<9.76 -51.59 -4.65 4.06 A< aB< A< Am< A< a< A< 11.11 A<-5.73 8.71 27.52 7.62G<29.66 -18.16 11.27 7.78A< 35.05 16.67m<29.56a<-7.54a<-10.58 35.64 -1-24 -22.44 8.65 8.98AG31.17 20.87 11.83 -12.19 ABce< A< A1P< A< 4.92 A<-10.89A88<17.54 Be<12.78 a<-7.85 41.99 -29.47 17.93 17.d0a< 20.59 2.84 -18.04 -0.81Ao<44.15 16.49a<-13.95 0.52A<20.15 6.02 32.14 -22.51 -7.56 -9.19 AG< A< a< AU< A< 28.65 A<1.34 B<27_30 AB<41.72 B<36.12A<-3.23 A<2.94 22.35 29.10 54.78 25.13 41.88 32.14 a<11.21N<44.09 A<-2.63 16.10 24.22 40.88A<4 6.53 32.96 44.42a<-2.93 AlC < aW< -27.47 c<-31.29 A<-50.36 -2.96 C<-25.42 -19.39 -35.48 -40.52 -53.93 24.78 -38.23AM<9.13 -49.30 -26.17 16.69 -28.05 -43.37 -51.19 -46.71AU <9.00 -24.76 -16.59 -67.00 A6Ce< A< AK < A< AN< A< - W< A< 6.88 C<13.80 A<-25.39 AC<19.47 AC<26.54 62.41 -3.28I<16.73 -40.70A C16.10 11.04 12.24A<36.43A<-57.35N<20.12 12.26 19.53 -19.20 -52.67 26.70 6.29 35.73 -16.71 AG< A< As< A< An < AW< -45.28 C<-36.75 A<-72.99aC<-35.68AC<-28.96 -36.68 -36.77 -50.51 -81.17 - 32.15 -40.18 -36.78 -23.55A<-83.64 -52.43 -35.30 -42.14 -73.60 -70.31 - 30.55 -45.04 -19.97 -71.27 1< A< a< A< 2K A< a< A< AW< a< 19.39 A<-0.20 42.31 15.83 10.48C<38.42 -13.77A<50.63AG39.28A< -6.18 43.82A<-8.101<23.32A0<47.64 -26.70 a<1.14a<-5.19 55.94 -17.76 13.19 20.64 12.92 -0.98 ABDE< A< AJ< A< AS< A< is - tZL 589tS
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6-JUN-1997 09:59 VOSREF:115 AtI:372-60 R.7R SEGNMATION STtlDY : FFS&ALE 5CPMR.4 AGED 25-34 Table 107 Paqe 124 Q.19a: Dooraay Picture(s) Most Compell;+g : Cyn.icism/Pessimism Total NP IQF ST SF IHT EN2 IIvF ENF IST EST ISF ESF ENFB ISTJ .... PT..... .... FF..... .... ST..... Saug.2e Sase 1 0 0 1 0 0 0 0 0 0 1 0 0 0 0 Cauc 0 Other 0 Cauc 0 Other 0 Cauc 1- Other 0 Catu 0 Other 0 Weighted Base 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Siq Test Co1utm Ref>Versus ~ Lower Case 80% Upper 90% A B>ACAE C>ABDE D>ABC,E E>ABm F>IG G>AF tDAI I>AH J>AIC A7A.T L>AM 29AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT V>AW W>AV NET: C'.APTIOICS 100 100 100 100 Feeling helpless about the 100 100 100 100 vorlds' prodsleffi 6°ZL 689TS 0
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51689 7258 9T 8T ' S£ 5 9 £ £S ' ' 4Z > SE 6Z L ' ' LT D£ S 71, na~ ~/+*0xn! D.Uoa 8t . . . . . . . . " . 8 . . . . . . q . . . T -/bu?K3otI OT £ LT 9 I . ~:d-d oz PT OE 0T ' ST ">7 ' 8 9 oz 9Z oz ET LT ST ">Y ' 9T L smiaTDId =.L3N 9T . . • _ _ . . . ' 99 . . . 8 T 3TasAm butag 9b ' 8 9 OOT ZT ' ' Z oz TZ • 6 Z £T 9Z ' ' 0T L DI &rT+B 8t " " £9 ' Z ' ' 89 ' 8 ' OI 59 ' LT ' ' 4 6Z>4 Z ' 0T sb-Txn - A=i 0'a R-3 --C3 LU3O5 OE 9 ' ET ' T ' 41, L " T 8Z " 6E 4Z 0>Y 4 L II sam-pamos .CTT?s utrTd 4sn[ bu'c4otl 8t Y Z 9T ' LT ZZ 9T LZ LZ ST ' Z 9Z 8T ' £Z ' L OT 9T 6T ZT aydoad rau bur3-Yi T 9 9L £ " T EL LZ ' T L ' OD " T ' LS " 4 LZ>II T 99 9T 4umoom --Yi 30 scnds/snoacm3 inods bsxta8 ' T9 - 0T " ZE Z 69 ST 6 £ SE Z£ L>Y T£ - oz qf-T OTdOsd &-*FI Z8 08 98 Z8 00T 59 96 OL L6 LII 00T Z9 9L 96 S9 IL 08 £8 T8 E8 99 08 8L S2oI7dYJ =Z'0?I A!K!1 lAKA XKGR IIYGL W<S StKY dH<0 bYfd DlY<o oYtti 'IKoc YNCI rtQl YY4" HYGI IY<H 3Y© 9YG3 OJSYQ 3JHY<a SOSYGO 30:?Y<H Y s06xeddnso8-wo xa^ol -Af3wH -To"J 3say btS £ 6 4 8 0 6 Z £ > 5 9 9 - 8 9 8 T 4 T ZT TT 6 S 8E asQfi Po3tj6t'+M S 9 9 9T T ET 4 6 S 8 L 4 ET L 0T 9 OT £ TT oz 9T £T 85 --QH ioTdmS 'roR30 OVAD rSSI d.7lLi 3S3 33I SS3 7SI dlZi diII 7.lII IaII .IS iS 3d ,Lei Ip3oS . -3/Al-l5uod4 - b-Tta&uo' 4sox (s)asy-d d-OOa :Y6I'a £TT ObUd 46 aT4aS 9£-SZ Qa7Yt S89MW 3ItiGLi3 = 2QOiS NOIiVSeL&DCiS N(RF 09-ZL£=R74 STT=4=nOA 65:60 L66T-NAC-9 . '-~#/ - . - . . . ~ . . . ~ .
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6-JON-1997 09:59 VOLRII':115 DRI:372-60 RJR SFS4•4MaTATION STtIDY :EEMArs_ MOPMgg A® 25-34 Table 91 Page 202 0-30: Cigarette Issues Aqreement Ratings : Top Box - Saag+le Base Weighted Base Sig Test Column~ Ref>Versus Lower Case 80% Upper 90% Restrictions against smoking are fair to both smokers and nen-smoker I believe that second-hand tobacco smoke is danqerovs to a non-smoker's health If I have a c2oice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommcdate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that wonld deliver en taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should co®e before the rights and wishes of smokers I enjoy a cigarette whea I'm just relazing I really want to cut down on tar and nicotine in my smoking Smoking often mmkes my clothes and hair smell bad Total NT 2II' ST SF IIiT ENT IN8 ENF IST EST ISF ESF ENFp ISTJ .... NT..... .... NF..... ....ST..... .... SF.._.. 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 CaA 40 32 Other 20 9 Canc 56 53 Other 18 12 Casac 66 41 Other 46 22 Cauc 47 43 Other 17 9 A 33 B>ACDE 28 C>ABDE a<26 D>ABCE 32 E>ABCD ABCD<46 F>A6 AG<50 G>AF A<20 H>AI A<8 I>AH FK33 J>AK 30 1S>AJ 35 L>AM 42 M>AL A<48 N>AO A<18 O>AN a<24 p>AO a<23 0>Ap P<46 FC>AS A<24 S>AR 35 T>AV 34 V>AT 29 V>AW AW<50 W>AV 25 37 42 33 33 40 AG<58 37 A<23 h<37 a<28 39 43 38 A<12 an<26 42 44 a<30 r<49 36 29 36 Av[58 38 a<30 bd<41 A<30 A8D<50 A<23 32 28 ah<46 31 a<29 AM<68 37 30 A<25 AG25 p<46 40 49 A<26 37 a<48 a<5 7 13 C<t4 A<3 AC<20 C<17 AG<41 A<4 8 A<1 a<20 a<20 9 al<22 A<2 N<18 11 24 A<3 a<5 a<19 a<22 15 24 46 A<33 B<51 b<44 aB<54 G<54 A<26 AI<79 40 A<31 AJ<61 57 52 A<30 38 A<32 37 49 55 A<30 AT<70 AW<60 A <26 49 A<38 B<54 47 B<53 G<56 A<32 AI<75 47 A<36 AJ<61 45 a<58 40 a<39 A<36 47 55 51 A<34 AT<69 53 54 34 30 A<26 C<38 abC<42 AG<62 A<19 32 A<24 41 34 a<47 38 A<16 N<41 Q<34 AU.3 A<20 AR<55 35 43 42 42 32 37 31 28 35 39 36 i<43 27 A<21 J<36 32 37 a<21 A<19 AQ<44 A<10 33 22 0<34 AG].6 W<38 a<19 65 a<58 ABDe<78 A<55 d<67 67 a<54 68 A<81 A<54 a<57 AM<80 59 AO<84 58 a<55 66 A<76 A<85 A<42 AT<81 6 5 77 31 28 e<37 e<34 a<24 30 27 Ai<49 32 27 AJ<42 A<11 L<33 26 27 25 39 34 a<48 32 37 a<23 31 16 A<6 3<17 S<17 BC21 G<16 A<3 22 16 17 16 25 18 a<25 17 A<5 11 16 22 14 20 19 29 . 35 32 39 39 30 37 30 35 40 39 39 A<18 L<39 Ao<62 a<46 33 26 40 32 AC26 AT<62 31 26 27 21 abE<33 bE<32 AG].8 19 22 28 a<35 31 33 M<32 A<8 AO<54 23 20 26 33 37 31 33 a<19 A<13 37 33 34 34 Abcd<46 ArX67 A<21 43 31 A<21 AJ<51 46 a<47 A<16 a<28 34 27 AG27 AR<65 A<26 AT<50 a<45 5 1 40 36 42 35 d<46 A<22 f<41 35 45 35 36 48 45 49 38 35 39 43 40 u<40 A<27 AW<54 A<12 19 18 19 a<14 aD<25 17 18 22 18 A<5 JC26 22 a<27 AO<33 A<6 16 24 21 11 aU.3 17 25 23 . 55 48 bd<61 50 58 47 48 51 a<64 51 49 62 55 AO<80 54 a<45 59 59 65 A<38 AT<73 60 51 19 14 16 20 b<24 aG<31 A<8 12 18 15 aj<27 16 A1<30 ACt NG19 A<7 AP<40 A<11 AR<38 19 23 23 29 62 60 65 a<55 D<68 AG<76 54 A<37 AH<75 AG50 62 AM<86 56 AO<85 A<48 57 72 62 ar<78 A<46 AT<73 aw<71 5 3 39 33 34 bc<44 44 36 32 30 35 34 AJ457 39 47 32 39 34 31 a<30 r<48 36 AT<58 aW<48 26 45 a<37 be<50 be<49 39 45 a<35 AI<68 44 51 48 49 A<33 A<32 AN<64 a<35 46 49 55 46 a<55 w<42 A<25 ~ LtZL 689 TS ~ 0
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0 6-JUN-199.7 09:59 9 - VOIdtEF:215 DRI: 372-60 RJR SEtiffiaTATI0IP STOD7C :FIbMr.r_ gpPMRS A® 25-34 rab7,e 73 page 133 Q.F, 1: Brand Fami.liarity : Usual Brand + Brands Ever Tried - . Based on Menthol Smokers Total NT PF ST SF INT ENT INF EIiF IST EST ISF ESF F2tFP ISTJ .... 2iT..... ....NF..... .... ST..... .... SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cam 12 Other 13 Cauc 17 Other 13 Canc 27 Other 28 Cauc 10 0thtrr 9 Weighted Base 68 10 17 29 11 5 5 6 il 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Column Ref>Versas Lover Case 80% Upper 90! A B>AC9E C>ABE D>ABGE ENV3m F>AG GAAF tDA2 DAH J>AK AAJ SJAM M>AL R>AO O>AN P>AQ Q>AP R>AS S>AR T>Aff U>74T V>AA 1nAV Came1 26 a<t6 27 abe<32 16 7 27 18 32 31 33 13 18 41 32 19 14 27 27 AU<42 a<15 7 26 Winston 26 e<27 a<16 ACE<38 A<9 i5 39 6 21 A<42 33 13 7 27 A<46 11 42 20 6 A<42 30 7 11 Marlboro 47 44 56 45 39 32 57 24 A<75 50 39 13 51 72 53 61 26 A<74 11 AU<62 A<16 51 26 Marlboro Menthol 27 a<16 ABI<46 A<16 bd<36 13 21 46 A<47 A<16 a<16 13 46 54 a<17 19 14 AC53 29 A<14 21 62 9 Salem 60 A<37 ABD<77 A<51 ABD<80 42 31 82 a<74 A<28 AJCI8 77 81 76 AC26 37 37 A<77 76 52 a<d8 72 89 Nevport 70 d<76 AD<83 A<59 70 78 74 74 A<89 a<57 62 77 66 85 A<54 76 77 81 90 A<46 AT<83 49 91 Doral 19 a<9 a<11 ABCe<29 13 2 17 7 13 aQ8 a<29 36 2 17 A<32 14 5 a<10 13 AU<39 a<10 14 11 GPC 16 10 11 ABCE<26 A<4 . 21 10 11 a<26 a<26 13 . 15 a<26 11 9 13 6 AU<37 A<7 . 9 Basic 13 EG19 11 E<15 A<4 14 25 6 13 a<7 AJ<26 13 . 17 8 19 19 13 6 18 10 . 9 Doral Menthol 22 13 A<9 AHC<32 22 5 23 7 a<11 a<33 31 36 16 14 A<36 22 4 A<8 13 A<34 29 32 11 GPC Menthol 13 E<21 9 E<16 A<4 14 29 10 8 8 AJ<26 13 . 11 a<6 9 34 10 6 18 12 . 9 Basic Menthol 10 A<. A<3 ABC<16 S<13 . . 6 A<1 9 AjG25 13 13 1 9 . . a<3 1 14 a<20 - 26 NET: Doral 27 18 a<18 ASCe<38 22 7 30 7 24 A<41 34 36 16 30 A<46 27 9 17 18 A<44 29 32 11 NET: GPC 21 E<24 e<16 AcE<30 A<4 14 36 10 19 27 a<32 13 . 25 28 11 - 38 19 6 AU<39 13 . 9 NET: Basic 18 19 a<11 ac<23 13 14 25 6 13 16 Aj<31 13 13 17 17 19 19 13 6 18 A<31 . 26 NET: Doral/GPC/Basic (24D 25 23 A<13 AbCE<39 A<13 16 30 13 a<13 A<41 36 36 2 17 A<43 22 24 A<13 15 AU<48 21 14 11 NET: Doral/GPC/Basic Menthol 29 c<30 A<12 AC<38 e<31 19 42 13 A<11 a<40 37 36 28 15 39 22 38 A<11 15 39 38 32 29 NET: Doral/GPC/Basic 39 c<39 A<20 ACE<53 31 21 58 13 a<24 A<58 47 36 28 31 A<60 35 42 AQ1 20 A<55 49 32 2 9 8ZZG 68?TS
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6-JON-1997 09:59 VOSRFF:115 DRI:372-60 fLTR SEGMENTATION STUDY : FFMALf' SMOKEIi.S AGFD 25-34 Table 103 Page 120 4.19a: Doorway Picture(s) Most Cpl_ lig : L eadershi.P /Control Total NT 1QF ST SF INT F17T I1PF E17F IST EST ISF FSF BNFP ISTJ .... NT..... .... RF..... .... ST..... .... SF..... Cano Other Cauc Other Cauc Other Cave Other Sample Base 13 4 3 5 1 1 3 0 3 1 4 0 1 3 1 2 2 1 2 0 5 0 1 Weighted Base 11 6 1 3 0 3 3 0 1 1 2 0 0 1 1 6 0 0 1 0 3 0 0 Sig Test Colvmn Ref>Versus Lower Case 80% Upper 90% A 8>ACDE C>ABDE D>ABCE FJASm F>AG G>AF tDAI I>AH J>AK K>AJ L>AM iYDAL N>1W O>AN P>AQ 0>AP R>AS S>AR T>AV V>AT W>AV 4ET: CAPTIONS 87 100 100 58 100 100 100 100 . 100 100 100 . 100 100 100 100 58 100 Feeling ce¢ifidant/ssse of myself 30 50 16 . . . 94 16 . . . 16 . 49 52 100 . . Being looked up to 27 47 . . . 100 . . . . . . . 51 . . . . Having a strong sense of li h t 14 . . 31 100 . - _ . 55 100 . . . . . . 31 100 s mci accomp Being in control 10 3 . 26 . . 6 _ . 45 . . . . 48 . . 26 Being a leader 4 . 57 57 57 67 Know for my brains, and not my loeks 2 . 27 . . . . 27 . . . 27 33 Playing to win ~ . . 1 - _ 1 . . . - . . - 1 A11 others 13 . . 42 100 100 42
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6-JUN-1997 09:59 VOLREE':115 DRI:372-60 RJR SEQYIlR7TATI02t 3TODY : FIIMALE SMKERS ACED 25-34 Table 101 page 118 Q : Practical 19a: Doorwa Picture(s) Most Coe ellia . y p g Total NT NT ST SF INT FliT IFF - IIGF IST EST ISF ESF F27FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base Weighted Base 22 1 15 0 5 7 7 2 9 7 1 0 0 0 2 1 3 6 5 2 2 0 6 4 3 3 1 1 Ca.c 4 0 1 0 Other 1 0 Cauc 4 7 Other 1 0 Cauc 2 0 Other 5 1 Cauc 7 4 Ottier 2 2 Sig 2est Colums Ittf>Versus Lower Case 80% Upper 90% A B>1CDE C>A82E D>ABCE E>ABC7J F>AG pAF FDAI I>AB J>AK lOAJ L>AM 1`DAL R>AO O>AF P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW p?AV NET: CAPtIONS 97 100 100 80 100 100 100 100 76 100 100 100 100 73 100 100 100 17 100 100 100 P1an+i^g for the future 36 . 69 . 13 . . 76 . . 22 . . . . 72 . . . . 38 Being comfortable 23 . 13 . 40 . . 14 . . 15 80 . . . 13 . . . 61 . Having a small circle of close frier,ds 22 . 6 . 44 . 65 . . . 59 20 . . . 6 . . . 35 62 rj~wirg what lies ahead 6 . 9 18 . . . 10 22 100 14 . 9 . . 24 . . Being safe 6 . . 45 . . . . 54 . . . . 59 59 . . Being accepted 3 . . 13 2 75 4 17 4 . Being vell organized 2 . 3 4 . . 35 . . 25 . . . . . . 100 17 Being practical ~ 100 . . . 100 . . . . . . . . 100 NET: PICTURES 3 _ _ 20 . . . . 24 27 . . . 83 All other pictures 3 _ . 20 . . . . 24 . . . . 27 . . . 83 . . . F"7L 589rS
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6-JO1q-1997 09:59 VOIi0EF:115 DRI:372-60 BJR SEQ43iTATION STUDY : FEMALE St0lD"1L4 AGED 25-34 Table 92 Page 104 0•30: Cigarette Issues Agreement Ratings : Top-2 Box Sample Base - Weighted Base Sig Test Column Ref>Versus Lower Case 80% Upper 90% Restrictions against smoking are fair to both smokers and naa.-smaker I believe that secocd-haad tobacco smoke is dangerous to a non-smoker's health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is-my decision and no one else's Smoking often leaves an impleasant taste in my mouth Smoking a cigarette around others gives me something to do whern others are talking Smoking restrictions have qoae too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't i.nccaveni.ence me I would probably switch to a lower tar cigarette that would deliver on taste and satisfactio® If I'm in a group I won't be the first to start smoking I eajoy smoking The rights and wishes of non-smokers should co®e before the rights and wishes of smokers I enjoy a cigarette whm I'm just relaxing I really want to cut dovn on tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad Total NT NF ST SP INT IIiT IlaF II7F IST EST ISY ESF P1PFP ISTJ .... NT..... .... NF..... .... ST..... .... S£..•.. 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Caue 40 32 Other 20 9 Cavc 56 53 Other 18 12 Cauc 66 41 Other 46 22 Cauc 47 43 Other 17 9 A 42 B>ACDE c<43 C>ABDE A<32 D>ABCE C<44 E>ASCD AC<52 F>AG ag<57 QAF 39 F>AI A<23 I>A8 36 J>AR 39 R>AJ a<51 IJAM 47 M>AL AG56 N>AO AG20 0>AN n<35 P>AQ 37 Q>AP AP<68 R>AS AQ9 S>AR r<46 T>AU 48 U>AT 38 V>AW AW<57 W>AV 31 62 61 60 62 63 ag<75 56 AI<76 54 a<52 AJ<75 67 60 A<22 N<54 58 69 57 r<74 58 70 60 a<76 56 53 57 54 61 49 55 47 61 56 52 AMC77 50 a<45 A<42 53 56 57 56 51 60 58 Av<77 23 C<21 A<5 ABC<33 AbC<34 AG<62 A<7 I<15 A<2 AK<40 25 29 A<37 A<3 N<31 19 29 A<4 a<11 Au<37 26 a<32 a<40 69 D<75 DC71 A<59 D<71 a<81 73 a<81 68 A<45 AJ<78 am<81 65 o<63 A<44 A0<82 A<49 s<75 57 A<52 T<73 w< 75 54 70 67 69 a<65 ABcD<80 77 63 AI<91 a<61 A<54 aJ<79 A<86 76 A<54 A<49 67 66 65 AR<85 A<60 t<74 A<80 a< 83 44 ACd<55 A<32 c<44 aC<52 Ag<70 50 I<47 A<27 47 39 54 51 A<21 N<48 Aq<59 39 A<27 R<57 42 47 51 57 48 50 47 a<41 aD<56 47 51 48 47 A<38 46 55 57 0<58 A<35 aQ<60 AU.3 S<52 AC25 U<51 A<23 Aw<60 39 80 75 ABDC87 77 79 72 76 73 AH<92 77 77 aM<89 72 0<86 a<69 75 74 a<86 A<92 a<73 t<84 75 AV<97 49 a<41 46 bG51 ASc<59 g<54 A<36 57 42 45 aj<59 AmG70 52- 41 A<34 a<40 42 44 54 u<56 41 56 AV<76 29 A<19 A<21 BC<33 ABCd<43 24 A<17 26 A<19 30 36 a<45 A<42 32 35 a<21 A<13 A<21 24 32 33 A<43 44 48 41 45 aB<54 51 50 a<38 48 44 AR<63 44 48 53 A<69 A<62 q<46 A<26 47 37 48 AT<66 w<55 a<34 44 37 45 b<49 41 a<31 39 35 49 Ak<56 41 33 47 A<61 47 38 32 47 39 42 AT<61 43 34 53 46 A<39 C<54 ABCD<74 AG<83 A<33 i<51 A<34 A<38 AJ<74 A<82 A<69 AC23 AG35 47 42 A<32 aR<70 51 59 A <74 A<75 55 55 52 a<49 AbCD<67 A<30 F<63 54 51 49 50 65 A<68 58 57 56 49 53 46 52 a<44 AW<75 A<30 - 41 35 d<45 36 d<46 41 33 A1<67 37 34 38 37 a<52 0<40 A<20 38 a<25 aS<50 a<25 u<40 A<28 45 51 70 68 68 67 AbcD<79 63 69 60 71 64 71 a<82 77 AO<92 63 69 63 68 68 A<58 AT<83 A<81 69 29 A<19 AC20 Bc<30 ABCD<49 aG<42 A<10 A<15 a<22 28 32 a<45 A<52 A<8 N<22 A<11 aP<45 A<15 aR<44 32 26 A<51 42 75 69 abD<81 a<70 d<78 g<80 66 a<61 Ati<88 68 71 AMC89. 71 AOC93 a<66 67 79 80 a<88 A<61 AT<85 80 69 57 58 a<50 54 ACd<67 53 60 53 a<48 49 j<62 58 Af73 A<38 n<53 0<63 a<40 a<49 53 51 61 AW<71 47 66 60 71 65 67 59 61 a<78 68 61 70 73 62 57 n<72 62 53 71 68 66 63 aW<75 A<27 0 6~?_L 689~5 9
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6-JtlN-1997 09:59 VOLRII:115 MtI:372-60 R7R SEGMENTATION STUDY : FF16ME SHOPMRS A1M 25-34 Table 111 Page 128 Q.19a: Doorway Picturets> Most Cong+e7. li:yg : I ndividnal ism/The N rbnt Total NT NF ST SF IFT PNT INF ENF IST SST ISF ESF ENFP ISTJ .... laT..... .... HF..... .... ST..... ....SF..... Sample Base 11 3 3 2 1 2 1 2 3 0 1 1 2 3 Cauc 2 Other 1 Cauc 2 Other 1 Cauc 2 Other 1 Cauc 1 Other 1 weighted Base - 9 3 4 1 1 2 0 3 1 0 0 1 3 1 2 1 3 1 0 1 0 1 Sig Test Column Ref>Versus Lower Case 80% Upper 90% NET: CAP'TIONS A 72 B>AC6E 100 C>ABDE 35 D>ABCE 100 E>ABCD 100 F>AG 100 G>AF 100 FDAI 100 I>AFf 27 J>AlC 100 R>AJ L>AM 100 4DAL 100 N>AO 27 O>AN 100 P>AQ 100 Q>AP 100 R>AS 14 S>AR 100 T>AII 100 U>AT 100 V>Ati 100 W>AV 100 Beinq a bit of a rebel 28 78 . 13 . _ 100 . . 13 . . . 13 100 . . . 38 . . . Going my own way/not follovi.nq 22 22 35 100 . 100 27 27 . . 100 14 100 the 0rowa Beizg my Oan boss 17 . . 66 78 _ 66 . 100 . 66 100 . 100 Having my omn personal style 5 . . 21 22 . 21 100 . . 21 . . . . 63 . 100 . NET: PICPARES 28 . 65 . . 73 . . . 73 . . . 86 . . . . . Animals 28 . 65 . . . . . 73 . . . 73 _ . . 86 £LZL 68-OT5
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6-JUN-1997 09:59 VOLREF:115 DRI:372-60 RJR SEtS442iTATION STUDY : FEMALE SkOPMR.S AGFD 25-34 Table 93 Page 1% Q.30: Cigarette Issues Agreemrnt Ratings : Bottom-2 Box Sample Sase Weighted Hase Sig Test Column Ref>Versus lower Case 80% Upper 90% Restrictions against smokiz9 are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is dangerous to a non-smoker's health If I have a choice, I always try to avoid public places where smoking is restricted I vsually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my hoae Smoking a cigarette can make me feel more comfortable areund other people Whether or not I smoke is my decision and no one else's Smoking often leaves an tampleasant taste in my mouth Smoking a cigarette arrnmd others gives me something to do when others are talking Smckirug restrictions have gone too far I try to avoid social situations where smoking is discouraged I take eerta9n steps to acco®odate non-smokers, as long as it doesn't i:xoaivrsii.ence me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should <.'c®e before the rights and wishes of smokers I enjoy a cigarette when I'm jvst relaxing I really want to cut down on tar and nicotine in my smoking Smoking often makes my clothes and ha.ir smel.7l bad Total NT NF ST SF INT ENT INF ENF IST EST ISF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Caix 40 32 Other 20 9 Cauc 56 53 Other 18 12 Cauc 66 41 Other 46 22 Cam 47 43 Other 17 9 A 32 B>ACDE E<37 C>ABDE E<35 D>ABE E<35 E>ABCD A<20 F>AG A<15 G>AF aF<44 FDAI 32 I>AR 35 J>AK 35 IOAJ 35 IJANS 25 NDAL A<17 N>AO AO<60 O>AN 39 P>AQ aQ<41 Q>AP a<19 R>AS s<37 S>AR 22 T>AU 26 U>AT AT<51 V>AW A<19 W>AV 25 13 C<17 A<4 ACEd1 cG10 7 aF<21 A<3 A<4 AA<30 9 A<4 1<14 a<7 AN<33 17 18 A<1 R<16 AU<26 11 W<12 A<• 21 16 AQ5 ASC<27 c<24 A<6 £<19 A<5 H<18 27 28 15 al<30 a<32 A<39 A<9 AP<41 s<17 A<6 AU<32 18 W<27 A <8 58 52 ABDe<68 53 56 A<23 F<62 A<74 a<66 53 53 65 50 A<71 62 52 50 64 AR<84 A<47 T<64 58 47 15 11 E<14 ASCE<27 A<5 11 11 A<6 h<16 AK<42 a<9 A<4 A<5 a<9 AN<48 A<3 AP<40 A<9 AR<3d AU<32 18 A<5 A <5 17 e<17 E<21 EC10 A<8 A<5 F<22 A<3 AH<27 AK<30 A<7 A<4 a<10 A<40 A<31 17 18 23 12 21 18 A<7 10 42 A<32 ABdE<53 b<42 a<34 A<16 F<38 A<26 AH<62 41 44 37 a<32 AO<70 45 A<28 p<48 AS<61 A<15 39 49 W<4 0 A<9 28 33 24 c<33 26 24 36 28 22 AK<44 A<18 A<14 L<34 AG15 AN<51 24 AP<67 A<15 AR<63 23 AT<50 24 35 8 6 A<3 aC<ll C<11 5 7 6 A<2 Ak<15 6 4 aL<16 A<2 AN<22 5 13 A<2 8 AU<15 a<3 aW<13 A<. 17 Acde<25 14 15 15 A<6 AF<31 A<3 H<19 k<19 A<9 12 17 A<35 A<28 22 A<36 S<17 A<3 U<19 A<7 v<17 A<5 35 ARDEG52 e<34 E<35 A<22 A<56 A<51 A<10 H<42 39 . 30 A<9 L<31 A<12 N<41 a<46 AP<74 a<27 AR<65 31 42 A<19 33 25 29 26 26 21 31 28 28 25 a<18 AJ<35 21 22 A<4 N<26 23 AP<49 24 31 u<29 19 20 27 28 28 27 25 32 a<16 f<33 22 29 a<20 31 36 29 A<5 N<30 26 38 a<21 AR<57 U<31 AG14 32 30 19 21 20 e<22 a<13 A<5 F<27 A<8 FIQ5 ak<27 16 A<2 L<21 16 AN<41 14 AP<47 19 25 16 AT<34 W<16 A<. 13 ACE<22 a<9 ce<15 a<8 a<25 a<21 12 a<8 11 Aj<22 a<6 10 A<3 N<14 18 AP<39 A<3 AR<38 15 17 A<4 aV<30 31 29 32 e<35 26 A<17 f<34 a<21 h<36 35 35 a<19 30 31 An<47 25 aP<47 a<24 AR<68 29 AT<45 W<30 A<9 7 ce<8 A<2 AbCEn4 A<3 10 7 A<. a<3 A<].8 10 3 A<2 4 ANC22 A<2 AP<32 AG2 4 AU<22 A<1 A<2 5 38 adE<48 AdE<46 E<36 A<24 29 AF<54 a<53 44 k<43 AG29 29 AG20 A<55 a<50 a<49 43 AS<52 AC11 A<'28 AT< 52 AWC27 A<7 8 aCE<14 A<2 aCe<S1 5 A<. AF<18 A<. A<3 AK<15 6 A<. L<8 4 AW<22 aG15 10 A<3 A<1 Avf14 6 5 5 15 e<19 14 E<18 A<9 Ag<31 15 19 12 17 19 A<'2 L<14 12 21 19 18 S<17 A<. 16 20 A<8 12 11 12 10 12 9 A<. F<16 A<1 FK13 15 9 8 10 A<22 aQ8 7 AP<33 11 a<4 14 9 8 13 TSZL 589T5 •
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6-Jl7N-1997 09:59 VOLRFF:115 DR2:372-60 R.7R SE24MATIOF STUDY : Ff1YALE SMORFRS ACZD 25-34 Table 105 Page 122 r 19 D Pi t ( ) M t C . a: oor ay c ure s os ompe ag : ztreme lli E /Fd 0 ge Total N't NF ST SF INT FFf INF II7F IST EST ISF E8F f27FP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sampie Base 27 5 5 13 4 3 2 0 5 8 5 0 4 4 7 Caesc 2 Other 3 Cauc 5 Other 0 Caix 8 Other 5 Cauc 2 Ot1'xr 2 Weighted Base 21 2 10 7 2 1 1 0 10 2 5 0 2 7 2 1 1 10 0 5 2 1 1 Sig Test Column Ref>Versus _ - Loaer Case 8016 Upper 90% A B>ACDE C>A8D£ D>ABCE E>ABCD F>AG dAF H>AS I>AH J>AA K>AT L>AM ADAL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AU V>AT V>AW F1>AV NET: CAPTIONS 60 75 49 65 80 81 72 49 88 56 80 29 86 54 90 49 79 25 100 59 Living on the edge 30 . 48 - 63 . . 48 . . 63 28 . . . 48 . . 68 59 Add ezcitement to my regular 12 4 . 37 . 13 . . . 51 . . . . 7 . 50 ~ . . rontine - Being bold 5 49 - 4 - . 72 . 4 5 . . 4 . 83 . . 17 . . Living life to its fullest 5 22 1 2 17 68 . 1 8 . 17 1 9 54 . 1 . 8 32 . Taking risks a . . 13 . . . . 48 . . . 41 . . . 18 . . . Being intense 3 . . 10 37 42 . . . 14 Experiencinq the taste of fear • . . 2 - . . . 5 . . . 6 . - . 2 NET: PICfORES 4 . 4 . 20 . . 4 - . 20 6 4 - . . 41 People 2 . . . 20 . . . . . 20 41 All other pictures 2 . 4 . . . . 4 . . . 6 . . . 4 . . . . Nothing/nose 11 19 . 28 _ . 28 . . 39 . . . 46 . . 17 60 . . AI1 others 24 6 47 4 . 19 . 47 . 5 . 65 . . 10 47 . 15 . . Don't know/no aasaer 1 . . 3 . . . . 12 . . . 14 . . . 5 . . . LS'Z 9
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• 6-JtRP-1997 09-59 ®OI.RE£:115 Dtt1:372-60 RJR SEQffiai'ATI~ STUD7 :*E+m**' SMOKEBS AOm 25-34 Table 94 page 109 Q.3O: Cigarette Issues Aqreemrat Ratings : Net Statement Agreemait (Top-2 Less Bottom-2 Box) Total Sample Base 310 Weighted Base 221 Sig Test Column Ref>Versus Lower Case 80% Upper 908 I enjoy -king The rights and wishes of non- smokers should came before the rights and wishes of smokers I enjoy a cigarette wFm I'm just relaxing I really want to cut down on tar and nicotine in my smoking A 63.40 -8.96 67.47 41.78 Smoking often makes my clothes and hair sme7.7l bad 55.51 I eajoy the ritual of smoking. It's something familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjoyable moment even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine 64.90 48.79 59.10 53.34 48.58 Cigarettes usually leave an unpleasant aroma in a room 61.50 I really enjoy a cigarette during a short break £rom some activity 59.96 I enjoy smoking when I'm rushed and have lots to do 35.87 I can think of many times when non- smokers have been rude to me because I was smoking around them 20-.22 I enjoy a cigarette when I'm thinking through a problem 64_07 HT NF ST SF INT f2iT INF IIiF IST EST ISF ESP EItFp ISTJ ....27T..... .... N€..... ....ST..... .... SB.--.. Cavc Other Casx Other Caw Other Cauc Other 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 B>ACDE C>ABDE D>ABCE E>AB® F>AG G>AF FDAI I>AH J>AK AA7 IJAM MDAL NNaO ONtN p>AQ Q>Ap R>AS S>AR T>A U U>AT V>AN W>AV 59.65 d<65.49 A<52.69A8DC76.64 52.76 62.07 60.00 67.49A<46.31 60.81a<79.16a<74.89A0<87.88A<40.62 Q<67.32ACi1.09 65.92 63.60A<36.68 81.87A<79.33 63.95 AT< A<-29.38 A<-26.13 Ba<-6.41 25.51 12.66 -44.15 -38.09 -21.78 -14.34 3.68aQ.5.46A.<32.45A<-47.25 -27.43FK-37.95 pG2.51 -37.38 23.46aU<4.16 -25.66A<23.60A<34-51 ABCD< aG< A< A< a< A< aR< a< a<55.87ABD<78.85 A<58.42 bd<73.27G<80.26A<47.30 60.92 85.38A<52.84 65.53 88.69 62.62A0<88.93A<43.12 A<52.24 69.38a<77.O8a<86.66A<47.11 79.06 75.39 63.31 Ax< AM< aT< 38_95 35.60 36.90 57.59a<22.06 44.89 33.69 36.29 32.15 42.95 56.11a6 8.61 26.81 32.02 43.36 22.54 31.72 52.70 34.50 41.28 62.43 34.82 AbCD< Aw< 48.31 61.07 52.66 57.69 59.48 44.38 76.83 55.33 46.34 60.69 65_05 52.60 A<34.96 54.25 Q<55.83AC20.28 60.22 64.78 51.75 54.31 66.84A<14.60 a i< aW< D<70.32 D<68.30 A<49.34 aD<75.14 88.97 63.77 57.25 72.32A<40.32j<60.80 75.15 75.12 OG74.62A<36.58 70.64 69.12 67.75 70.72A<35.55T<74.47 83.33A<36.59 AG< Ap< A<34.51 b60.93 46.10 aB<60.62 46.95a<30.14A <14_07 64.34A<33_23 62.46a<72.90 52.13AO<72.46 40.83 a<34.97 32.82 52.41 44.41 38.57t<59.81a<63.03 49.26 AH< aJ< A<29.98 B<58.71 AB<69.09 aB<70.49A<-3.72 41.82 73.89 53.19A<73.24 63.82 86_95 59.11 A<29.33 73.57 A<34.20A<14.27 59.16 56.71 78.75 51.50a<72.80 59.60 aF< AM< aR< AU< a<39.36 A<31.37 BC<60.82 82.80 58.33A<32_69 A<0.Q5B<42.62 57.97 64.46 94.10A< 74.99 52.40 50.50 a<37.96 44.55 38_12 A<1.64a<66.97 49.63 87.32 61.55 ABCD< Am< AS< AW< a<36.60 a<38.68 49.22 69.60A<-5.31F<51.332<61.96A<30_22 41.91 58.52 62.22A< 74.70 A<9.58N<42.80 35.33 41.33A<33.96r<59_50 54.40 39.79 73.34 51.99 ABCI>< Aw< - A<42.37 56.97 aB<69.09aBcC73_07a<43_51A<41.97 68.99 52.59 66.96 71.80 84.54 65.14 47.90 56.19 A<42.31 42.57a<49.39 90.35 66.53 73.76a<73.64 70.40 Am< AR< A<32.06aBd<68.56 B<54.49ABD<77.80 79.32A<15.45AQ7.07 83.65A<31.97 83.11 90.89 68.76A0<83.70a<44.44 A<26.21 53.81 63.99 88.71A<36.10 88.OOA<79.23 71.10 aG< AH< AJ< AM< AR< AT< A<-4.84 aB<47.04 B<39.84 aB<49.20 66.63 -29.95 33.93a<51.81 33.24 48.23 64.36 38.73A0<78.89a<19.10A<-11.93p<21.56 39.70 79.37 49.18 22.82 62.00 -10.98 AG< A< Am< AR< aU< AW< A< DC29_33 D<27.78 A<4.45 22.59 74.79 13.36 11.36 33.74 a<4.23 a<4.73 20.12 24.30A0<52.44 -10.65 33.21 14.88 30.79 14.50A<-7.95T<27.05 24.67 12.81 AC>< A< A<49.60 62.30 60.06 82.49 84.17A<37.46A<27.51 74.96 61.59 58.11 94.42 74.25ao<81.32 61.20 A<47.60 57.08 58.32 79.87 55_62 68.14 88.75 53.07 ABCD< - aG< aH< Am< AW< 589?S
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6-JVN-1997 09:59 - VO21tEF:1t5 IAtI:372-60 RTR SHGMEN'PATIOH STUDY :FEIM*a SMOIOR4 AGM 25-34 Table 106 Page 123 Q.19, 19c: Reason Dooz+ay Most/Second Most ~'.ampelli++e : Cynicism/Fessimisa Tota1 NY NF ST 38 IST EST IS£ ESF FSdFP XSTJ .... NT..... .... HF..... ....ST..... .... SF..-.. Sacqale Base Neiqhted Base 8 3 2 1 2 1 2 1 0 0 2 0 1 0 2 0 1 2 1 1 0 1 0 Caoo 2 0 0 1 0 0 Other 2 1 Cauc Other 2 0- 1 0 Cavc 1 0 Other 1 1 Cano Ot2%t 2 0 0 0 Sig Test Colvmn ReE>Versus Lower Case 806 Vpper 90! A SNtCDE pABDS DNIBCE E>ASm F>AG G>AF FO•AI I>AH J>AK RAW IJAM bDAL N>AO O>AA1N P>AQ Q>AP R>AS S>AR TNW 0>AT V>AW tnAV ZET: PERSO27TiL RESPONSE 37 21 100 . 100 21 100 . 100 100 100 21 100 . . 100 Subnet: Door 6 responses 37 21 100 . 100 21 100 . 100 100 100 21 100 . . 100 I hate being told what to do 24 21 29 . 100 21 29 . 100 100 29 21 29 . . 100 All other door 6 responses 13 . 71 . . . 71 . . . 71 . 71 30':T: TONALITY 29 79 . 9 . 79 . 9 79 . 100 . . Interestinq/kept my attention 3 . . 9 . . . 9 100 . . All other tonality 26 79 . . . 79 79 . . . . None/nothing 34 . . 91 91 . . . . . . 100 _ 84ZL 68StS
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6-JUN-1997 09:59 VOIREF:115 ISLI:372-60 RJR SEQffiiTATION STUDY :FEMTS SMOXE[CS A® 25-34 Table 113 Page 130 4.19a: Doorway Picture(s) Most Compelliag : Image Coascious/Materialism Sample Base Weighted Base - Sig Test Co1umn Ref>Versus I,over Case 808 Upper 90! NET: CAPTIONS Pay more to get the best quality 8ei.ng fashion canscious Impressing people into high tech products and gadgets Things I own say something about who I am Enjoy brands )mowa to be the best NET: PICTURES People Total NT NF ST SF INT ENT INF ENH' IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... ....ST..... .... SP..._. 8 5 1 0 1 0 4 2 2 2 1 0 0 0 1 0 0 0 1 1 3 0 1 0 2 0 2 0 1 1 Caue Other 1 0 0 0 Cauc Other 1 0 0 0 Caac 1 1 Other 3 1 Cauc Other 2 0 2 0 A B>FtCDE C>ABDE D>ABCE E>ABCD F>PG G>AF H>AI I>AH J>AK R>AJ L>AM MDAL N>AO O>AN P>AQ 4>AP R>AS S>AR T>AU U>AT V>AA W>AV 62 100 100 100 10 100 100 100 100 10 100 100 100 100 100 10 29 . . 76 . . . 100 52 . 100 . . 100 52 . 10 . 100 . . . 100 100 9 100 100 100 5 . . 13 . . . . 25 . . . . . 25 4 . . 11 . _ . . 22 22 4 . . . 10 10 10 38 . . . 90 90 . . . 90 38 . . . 90 90 . . . . 90 7-L 6BaTS •
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6-JUN-1997 09:59 ° VO2REF:115 D81:372-60 R7R SEC2ffiiTATION STUDY : FF2AI.H SMOIO;RS AGED 25-34 . Table 94 Page 108 Q.30: Cigarette Issues Agreement Ratings : Net Statement Agreement (Top-2 Less Bottom-2 Box) Sample Base Weighted Base Sig Test Co1um Bnf>Versus Lover Case 80% upper 90% Restrictions against smoking are fair to both smokers and nosi-smoker I believe that second-hand tobacco smoke is dangerous to anon- smoker•s health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Total 310 221 A NT NF ST SF INT FNT IMP' F27F IST EST ISF ESF F2-7Fp ISTJ .... iPl..... .... NF..... .... ST_.... .... SF..... Came Other Cauc Other Catu Other Caex Other 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 . 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 S>At,13E C>ABDE D>ABCE E>ABCD F>AG ®AF H>AI I>A!i J>AK lOAJ L>AM 7YDAL N>AO O>AN P>AQ Q>Ap R>AS S>A R T>AU U>AT V>AW W>AV 10.88 6.75 a<-2.34 9.48 32.34 41.68 -5.52 -9.45 0.24 ABCD< AG< 4.31 16.05 22.19A<39.35A<-40.28N<-4.27 -4.59 49.0OA<-8.48rQ4.73UG22.14 -13.59 38.12 5.13 AP< A< Aw< 48_93 43.49 dd6.28 41.52 52.99 68.10 34.84 73_67 49.95AC22.17 66.12 62.61 46.34 Ad.5_33A<20.33 41.48 50.97 55.89 58.01A<32.26T<58.41 48.12 75.87 aG< AI< AJ< av< 35.86 37_47 42.13 aC27.00 37.43 42.57 35.68 41.28 42.44 29.42 23.93 51.89a<20.52 A<13.05 A<3.12 q<43.62 14.57 40.29 50.22A<18_70t<42.13 30.59 69_60 aM< Av< -35.09 C<-30.75 A<-62.52AC<-19.99aC<-22.43 38.94 -55.24 -58.71 -63.91 -13.29 -28.52 -35.74 -13.23A<-68.10 -30.33 -33.41 -20.85 -60.10 -73.21 -9.93 -38_33 -25_67a<-7_19 AG< a< a< A< A< A< N< A< A< An< 53.67 D<64.34 D<57.68 A<31.85 aD<66.57 69.40 62.56 74.81 51.46 A<2.48 69.19a<77_10 59.29 0<54.05A<-3.99AQ<79_43 A<8.13 65.63A<22.64A<19.63T<54.13AC70.30 49_01 ai< aJ< aS< Before I light a cigarette now, I am more likely to ask others if they mind if I smoke 53.20 49.80 72.17 I only smoke in certain rooms of my home 2.77ACd<22.82 A<-20.48 Smoking a cigarette can make me feel more comfortable arotaid other people 19.46 16.86 22.86 Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking 68.72 83.66 AbDe< 32.87 A<15.98 48.22 a<44.76 72.269<72.41 41.85 88.28A<33_65A<23.85 71.34A<82.37 65.28 A<14.14A<17.76 ABCD< AI< AJ< 50.29 47.95 42.67r<72.69A<38.64 55.90A<72.08 73.12 c<1.44 aC<17.63 53.31 12.111<20.42 -35_36 6.30 -4.75 16.74 18.25A<-49.28 N<2.61Aq<31_14 -8.14 -34.54 41.48 3_02 -1.44 11.20 47.88 AG< A< A< AR< Av< a<8.62 d<30.32 22.42 14.90 19.55 24.06A<-6.40J<27.72 41_22 22_79a0<42.30 -16.12aQ<35.87 -53.95 36.73 -38_30U<27.83 -26.4la<35.97 3.70 A< A< AS< A< A< 66.00 67.98 67.26 69.24 66.69 89.84a<62.26 70.75m<84.84A<56_32 0<84.19A<46.73 70.70 61.38A<83.78 83.15AG58.09T<80.40a<61.76 97.24 AH< AV< 31.27 8<36.20 a8<44.17G<47.41 A<4.93 53.50 23.18 25.62 49.66a<57_56 34.92 A<6.11 A<6.21 a<18.69 a<5.89 26_65 51.62 37.22 34.36 38.41 71_26 aI< AJ<G AV< -5.42 A<-33.06 b<-12.38 3<-2.34 21.34 -32.33 -33.32 15.95 -22.68 -9.16 6.34A<35.61a<11.47Ao<19.42 -5.36 -25.58 -60.91S<-5.80 -41.36 1.29 -8.95ACL3.67 10.37 ASCD< A< A< aI< A< Aq< A< A< Smoking restrictions have gone too far 23.25 I try to avoid social situations where smoking is discouraged 15.98 I take certain steps to acco®odate non-smokers, as long as it doesn't incoavm:%ieace me 33.51 I would probably svitch to a lower tar cigarette that would deliver on taste affi satisfaction 42.07 12.81 19.59 28.69 29.50 18.96 10.65 20.95 19.10 44.81 a<8.19 27.20 31.09Ao<65.50 36.14 QC12.45 -23.07 22.70 5.88 18.66 46.97 34.39 6.50 AM< A< AT< 8.52 18.04 24.04 9.56 14.69 6.35 12.88 19.92 35.25 9.79 -3.62 18.67A0<55.90 17.15 12.25 -5.38S<26.32 -18.44 11.43 47.04 10.67 4.33 Ak< A< AT< 24.83 A<18.68 32.30 31.73 61.01 78.25 A<6.062<42.65 A<9.96AQ1.41 57.58 79.39a<48.30 A<6.33A<-5.65 QG32.99A<-5.54A<12.63r<45.33 35.57 24.73A<57.97AO5.29 ABC9< AG< AJ< Am< 42.74 a<33.86 58.82 A<4.96P<41.91 42.20 42.93 37.99aC28.61 59.55a<58.31 55.12 42.52 38.48 A<9.305<50.54 A<8.33 37.48a<27.25 71.19 A<0.58 ABcM AW< If I'm in a group I won't be the first to start saokinq 9.76 5.58 12.92 0.69 d<20.05 23.67 9 ES7L 'TJBQ~~ -0.77 46.09 0.85 -0.74 2.51 17.73 21.66 0<9.12 -27.10 qC13.04 -22.18 25.63 -43.13U<10.37 -16.95 15.19a<42.92 AI< A< a< AS< A< A<
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6-JVN-1997 09:59 VOLREF:115 DR2:372-60 PJA SEGMffivTATION STVDY : FESdALE SlOlORS AOt9 25-34 Table 110 Page 127 4.19, 19c: Reason Doorway 13ost/Second Most Compelling : Individual.ism/The Rrlbel . Total NT N8 Samp1e Base 29 7 9 Weighted Base 23 5 9 Siq Test Colvan Ref>Versas Lower Case 806 Vpper 90% A B>ACDE C>ABaE NET: PIILSa7AL RESPONSE 78 76 79 Subnet: Door 8 responses 67 76 64 I like/believe in going my 35 46 . own way/not follo..inq the crovd I an/like being a bit of a 14 . 2 rebel. I am/like being my own boss 13 . 33 I like/believe in having my 7 31 . own personal style All other door 8 responses 11 . 29 Fits my personality/lifestyle/ 21 . 16 talks about qualities I possess Svbnet: Door 6 responses 3 . . I hate being told what to do 3 . . NET: CAPTIONS 60 69 87 Subnet: Door 8 captions 58 69 87 Going my own way/not 37 69 49 following the crowd Being my own boss 19 4 33 Havinq my own personal style 9 . 5 Being a bit of a rebel 3 4 . Sticking by my opinions,even 1 if tbcy're unpopnlar All other captions 2 . . NE:P: PICTURE 2 10 Picture/qood picture 2 10 ST SF INT ENT INF ENF IST F<S'P ISF ESF FFFP ISTJ .... NS..... .... NF..... .... ST..... .... SP..... 9 8 4 1 3 2 4 3 5 5 4 4 6 5 3 3 2 0 2 1 3 4 3 1 Cauc 5 4 Other 2 1 Cauc Other 7 2 7 1 Cava 6 4 Other 3 4 Cavc 3 0 Ottaei 1 1 D>ABCE E>ASCD F>AG ©AF FD•AI I>AH J>AK IOAJ L>AM 14)AL N>AO O>AN P>AQ 4>AP R>AS SN+R T>AV V>AT V>ASI W>AV 78 89 89 70 96 60 73 84 100 84 67 34 81 59 94 . 78 77 73 100 73 17 89 70 67 60 64 84 55 . 67 13 81 59 76 . 69 77 40 . 71 17 . 70 . . 61 84 55 . 59 65 77 40 37 . . . 4 . 3 84 . . 13 . . 2 . 4 77 . . . . 63 . . . . . . . . . 39 . . . . . 2 . 89 . . . 3 . . . . 13 22 59 4 60 . . . . 67 . . . 34 . . . . . 42 14 . . 30 . 73 . 45 . . 34 . . 18 78 33 . 59 84 . . . 100 . 59 . - . . . . . 84 . . . 100 24 70 61 73 76 100 31 16 . 100 100 79 89 . 85 100 25 23 27 100. 19 70 61 73 76 100 22 16 . 100 100 79 89 . 85 100 16 23 27 100 . 70 61 73 9 93 . . . 100 93 . 89 40 100 27 100 7 59 11 . 63 . . 16 . 84 . . 5 . 39 . 12 . . 100 11 59 . . 4 7 18 . . 84 7 66 . . 6 . . 23 . 100 7 . 11 . . . . 16 . . . . - 5 12 _ . -- 2 . . . . . 3 1 13 4 : 5 9 10 . . . 15 41 15 . . . , . . . . . 41 7LZC 689:S
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6-JUN-1997 09:59 VDIREF:115 DRI:372-60 RJR SEQMEl7TATION STUDY : FPLiALE S14OMMS AGED 25-34 Table 115 Page 132 19a w ( Q _ : oor ay c tm s os .ompe ng : e - n u qence e D Pi t ) M t C lli 3 1f d /'M ' i l Total NT 1QF ST SF INT E!!T INF EAF IST EST ISF ESF ENFP Ib'PJ .... NT..... ....NF..... .... ST..... .... SF..... Saaple Base 27 5 12 7 3 3 2 4 8 5 2 2 1 5 3 Cauc 4 Other . 1 Cauc 9 Other 3 Cauc 5 Other 2 cavc 2 Other Weighted Base 19 3 9 6 0 1 2 2 7 6 0 0 0 3 4 3 0 6 4 3 3 0 Siq Test Co1~ Ref>Versns Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>A6 G>A£ FDAI I>AH J>AR X>AJ 7JAM mDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU 0>AT V>AW W>AV NETT: CAPTIONS 99 100 100 100 61 100 100 100 100 100 100 39 100 100 100 100 100 100 100 100 100 39 100 Spoil myself so®etimes 54 . 72 54 36 . . . 92 51 100 . 100 86 77 . . 59 94 9 98 . 100 Taking it easy 25 23 7 57 - 84 . 8 6 60 . . . 14 88 27 . 11 . 14 100 . . Having some time just for myself 12 . 19 8 25 . . 81 2 8 . 39 . . 12 . . 31 . 15 . 39 . Enjoyixx7 what I eat 12 15 . 31 21 . . 32 . . . . . . 100 . . 62 . . . Having an active sez life 11 58 2 . . . 79 11 68 . . 6 Feeliaq well taken care of 3 4 5 . . 16 . . 7 15 _ 5 _ . 14 . . . . Don't know/no answer 1 . . . 39 - 61 61 _ LLZL 58aTS ~
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• 6-JtlR7-1997 09:59 VOLREF:115 ffiL2:372-60 R.7R SEGHENYATIOK STOD7 : SHDKER4 A® 25-34 Table 96 Page 111 Q.19. 19c: Reason Doorway Most/Seaond.Most Compells.ng : Spartaneity/Free Total 1aT NF ST SF INT IIiT Ilqr P1•R' IST EST ISF ESP SHFP ISTJ .... riT..... .... PF..... .... ST..... .... SF..... Sample Base 96 21 28 26 21 6 15 7 21 8 18 6 15 16 5 Casx 15 Other 6 Cauc 25 Other 3 Cauc 18 Other 8 Caix 12 Other 9 Weighted Base 81 12 27 17 25 3 10 4 23 7 10 9 16 12 4 9 3 26 1 13 4 19 6 Sig Test Column Ret7Vernss Lower Case 80! IIpper 90% A BNCUE OABDE D>ABCE E>AB® FNiG G>AH A>AI I>AH J>AR RNJ L>AM H>l10 O>Att PW Q>AP R>AS S>AR TSAII II>AT V>AW W>AV NET: CAPTIONS 52 ADe<76 aD<63 A<15 DG55 60 80 94 57 15 A<14 38 64 42 27 69 96 a<63 - 61 A<19 3 62 32 Svbnet: Door 1 e:aptions 49 AcD<74 D<52 AQ5 D<55 60 77 29 57 15 A<14 38 64 42 27 69 88 52 61 A<19 3 62 32 - Making people laugh 19 ACDe<50 A<6 ACi @C28 . 64 9 A<6 . A6 22 31 10 . 50 50 A<6 . A<4 . 36 . Being spontaneous/spur-of- 18 DeC26 ADE<32 A<3 a<9 28 25 6 A<37 . A6 . 14 28 . 24 32 A<32 21 A<4 . 9 8 the-moment Meeting new peeple 7 5 D<12 A<• d<8 7 11 12 • A<. ls 4 A<. . 4 7 11 40 A<. 1 4 24 Being creative/imaginative . 7 3 D<12 A<. 7 4 12 12 . A<. . 11 A<23 . 4 . 12 21 A<. . 9 Acting just plain silly 4 3 1 1 9 4 . 1 • 2 13 2 1 3 11 sometimes Being the first to try new • . • 1 - 1 3 . . . . 5 . . 1 . 2 1 . things All other door 1 captions 3 c<7 A<. c<6 3 32 * . A<. 12 2 - 4 A<. 22 10 . A<. . 8 . 4 Subnet: Door 4 captions 4 2 AbDE<10 A<. A<_ . 3 65 A<. . A<. . . A<. . . 8 A<11 . A<. . . . Being in control 4 2 AbI3:£<10 A<. A<_ . 3 65 A<. . A<. . . A<. . . 8 AQl . A<. . . . NET: PERSONAI. RESPONSE 44 A<18 B<42 B<52 B<54 40 12 6 49 44 58 62 50 44 75 22 7 42 39 43 80 49 71 Fits my personality/lifestyle/ 16 13 20 e<24 a<9 26 10 . 23 40. 14 11 8 21 68 18 21 a<32 5 21 talks about qualities I possess Importance of having fim/ 14 A<• abd<8 A<. ABCD<38 _ . 9 . A<. 45 35 17 . • A<6 39 A<. 40 34 enjoying li£e/myself - Subnet: Door 1 responses 13 a<5 14 aBE<25 7 14 3 6 16 3 A<40 6 8 6 5 4 7 15 . 8 78 4 17 I am/like to be spontaneons/ 6 2 a<2 ABCE<18 4 . 2 - 2 3 A<29 . 5 4 5 - 7 a<2 . 2 71 2 8 spur-o£-the-moment I like to try new things/be 5 A<. aBD<10 A<. 4 a<12 - A<. 6 3 A<. . . . aG11 . A<. . 2 8 the first to try new things I am silly/like acting silly 2 3 2 3 * 14 . . 2 3 2 . • 4 5 4 . 2 . 2 6 /just plain silly sometimes I like meeting ncw people 1 * 2 1 2 2 3 . 6 . 4 5 : 2 2 8 I like to make people laugh 1 . • abe<6 3 9 . . . 5 . . * - 8 2 I like to be creative/ 1 . 1 1 . . . 6 . 3 . . . . 5 . . 1 . 2 imaginative All other door i responses 1 - . 1 - 2 . . 1 . . 6 . - 2 . . . 1 . . . . 8 Subnet: Door 10 responses 1 . - 2 . . . . . . 4 . . . . . . . . . 3 . . . I like/believe in taking it 1 . . 2 . . . . . . 4 . . . . . . , _ 3 easy Subnet: Door 5 responses 1 I am/like living life to the . . . . . 1 . . . . . . . . 1 . . fullest Importance of being with friends • . . • . . . . . 1 . . . . 2 . . . . . 2 NEf: PIClURE 6 3 A<. ABCEG27 A<. . 4 . A<. . A<45 . . A<. . 4 . A<. . 10 78 Pictnre/good picture 5 A<. A<. ABCE<25 A<. A<. . A<42 . . A<. A<. . 10 71 }STL 6gQTS
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6-JVN-1997 09:59 VOLRFF:115 DRI:372-60 R.7R SfO24EdTTATION STUDY : FEKAIZ SMORER.S AGID 25-34 Tab1e 117 Paqc 134 orwa Picture(s) Most Com ellin : Discover /Chan e - . a: o y p g y g . Q 19 D Total AT 1QF ST SF INT II7T IIJF ENF IST EST ISF ESF FNFP ISTJ .... PT..... .... NF..... .... ST..... .... SP-.... . Cauc Other Cauc Other Cauc Other Cauc . Other Sacgle Base 20 4 8 7 1 3 1 4 4 4 3 0 1 2 3 1 7 1 4 3 1 0 Weiqhted Base 23 4 12 7 1 2 2 8 3 6 1 0 0 1 3 1 11 0 5 1 1 0 Sig Test Co1=n Ref>Versus Lover Case 80% Upper 90% A B>ACaE C>ABDE D>ABCE F.>ABm F>AG G>AF H>AI I>AH J>AK lOA7 L>AM ffi>AL N>AO O>AiI P>AQ Q>AP R>AS S>AA T>AU U>AT V>AW W>AV NET: CAPTIONS 84 50 100 73 100 100 . 100 100 69 100 100 100 100 37 100 100 100 66 100 100 Looking for new ezperiexce 43 44 65 10 . 89 . 90 4 . 77 . . . 30 100 68 . 8 17 . Travelling to exciting place 32 5 35 46 . 11 _ 10 96 52 . . 100 17 7 . 32 100 54 14 . Disconerirxg new music 12 . 23 . . . . . 80 . . . . . . . 24 . . . . Meeting ~ who brinqs out 5 . . 17 . . . . . 17 23 . _ 83 . 4 69 something xxw in you Trying nev food that you have 4 . . . 100 100 100 never had before NET: PICTUf2ES 8 . . 27 31 . 34 All other pictures 8 . . 27 31 . 34 Nothing/none 8 50 100 . . . . 63 6LZL 689« 0
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6-JUN-1997 09:59 WLREF:115 DRI:372-60 R7R _ATION STODY : FFMALE SMOPOIItS ACa9 25-34 Table 119 Page 136 Q.19a: Doorway Picture(s) Mest Cw¢rel l' ng : Altruism Total NT 1aF ST SF INT F1TP INF P27F IST EST ISF ESF P1QFP ISTJ .... liT..... .... 1QF..... .... ST..... .... 5£.•_.. Canc Other Cauc Other Caw Other Caac Other Saaqale Base 15 5 1 6 3 2 3 1 0 4 2 1 2 0 3 3 2 0 1 3 3 2 1 Weighted Base 7 2 0 2 3 0 2 0 0 2 0 1 2 0 1 1 1 0 0 1 0 2 1 Sig Test Colmmn ReE>Versus Lower Case 80! Vpper 90% A S>ACDE C>ABDE D>RBCE E>ASm F>AG G>AF fDA1 I>A8 J>AK 1OAJ 2.>AM MDAL N>AO O>AN P>AQ Q>AP R>AS S >AR T>AU V>AT VNW W>AV NE4: CAPTIONS 82 37 100 100 100 100 26 100 100 100 100 100 100 100 3 100 100 100 100 100 Feeling good about helping others 44 2 . 6 100 . 3 . 2 62 100 100 . . 3 . 2 21 100 100 Caring about the commznity 18 . . 77 83 . . . 85 - . . 98 . . • Being part of the whole 14 15 100 14 . 100 . 100 15 15 42 . 100 . 66 . - Taking pleasure in teamwork 6 20 . 3 . . 24 - . 38 . . . 58 - . . 13 . . All others 18 63 . . . . 74 . . . . . . . 97 . . . . . L~?L ~g9 r5
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~ 6-Jtl1Q-1997 09:59 Q.29: Price Sensitivity Agreement Ratings : Bottoa-2 Box Sample Base Weighted Base Sig Test Columm Ref>versus Lower Case 80% Upper 908 My Usual Brand is almost like an 'old friend that you can always count om' The taste of my Usual Brand is imiqtx -- no other braad's taste comes close I want to hear about the people and the company that makes my Usual Brand I use coupons to buy brands other than my Usual Brand The amosmt of money I spend on cigarettes bothers me a great deal The taste of my cigarette is more important than its cost I make every effort to buy the least expensive cigarette on the market Generic cigarettes are really just regularly priced cigarettes which are put in an inexpensive package The biggest, most popular cigarette brands are best 'No name' or imbranded cigarette products provide a real value to co~rs Most of the time, I pay close attention to the price of my cigarette brand in order to get them at the lowest cost I almost always use coupons when I do my cigarette shopping I usually stick with the same brand of cigarettes, simply because it's too much trouble to keep up with all the new brands and prices on the market Most cigarettes seem the same The quality of generic cigarette brands isn't as good as well-known brands People who buy generic cigarette brands are on a tight budget Paying a higher price doesn•t really mean it's a better cigarette I rarely buy new cigarette brands on i'q+ulse V02diFF:115 DRI:372-60 RJR SEGME1TPATION STUDY : wvsa*r SMKERS A® 25-34 Table 87 Page 97 Total NT N£ ST SF IIiT P27T INF FFF IST EST IS8 ESP ENFP ISTJ .... 1PP..... .... NB..... .... ST..... .... SY.--.. 310 221 60 ' 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28- 23 21 41 31 34 25 40 23 Canc 40 32 Other 20 9 Cana 56 53 Other 18 12 Cana 66 41 Other 46 22 Canc 47 43 Oth%= 37 9 A B>ACDE C>ABDE D>ABCB E>ABCD F>At: pAF FDAI I>AB J>AlC 2C>AJ IJAM DDAL IT>AO 0>AN P>AQ Q>AP S>AS S> AR T>AU U>AT V>AN V>AV 4 aQ A<1 ABCECIO 3 g<6 A<. A<. A<1 A<12 a<9 3 3 2 5 A<. p<8 A<1 A<. Aut13 6 w<4 AM. 6 C<8 A<2 C<6 C<9 6 8 5 A<- 7 6 A<• ALG25 A<1 N<10 6 13 AC2 A<. 5 9 aWq.l AQ 16 a<10 14 b<17 a8<21 A<3 fQ2 3.Q5 a<10 15 20 a<8 AL<31 A<7 N<22 11 a<8 aC10 aRCt9 17 17 Ati<25 AC3 58 D6<65 ADE<74 A<51 A<43 60 67 59 AK<80 A<40 J<65 A<14 b<63 AO<79 a<46 64 71 A<77 63 a<50 53 A<40 5 6 19 aCeG26 A<13 C<22 15 A<35 23 21 A<10 22 23 A<7 L<21 A<8 aN<28 a<27 25 SQ5 A<4 AUC17 14 AG1l V<33 13 d<19 11 11 15 19 19 7 13 13 A<7 A<2 AL<24 A<5 N<18 18 23 A<6 AR<37 U<14 A<4 W<18 A<` 62 59 ABDE<74 a<55 56 61 59 a<74 A<75 A<51 61 50 61 A<82 69 55 pC74 As<78 59 A<46 aT<71 57 50 40 a<31 B<45 40 40 32 31 AI<63 38 A<29 AJ<54 31 46 34 42 31 31 41 Ar<62 AC29 AT<61 41 33 29 ACD<41 25 a<24 31 AQ0 AF<52 25 25 a<22 27 a<18 aL<41 - o<34 A<19 a<40 a<45 a<21 r<41 23 26 27 AV<50 29 ACDC42 AG19 25 ACtK38 A<15 AF<52 A<12 A<21 26 23 a<44 34 A<14 26 A<44 38 AG16 r<32 A<16 aT<41 37 a<46 22 ACE<34 A<15 C<25 20 A<42 31 23 A<12 19 aj<31 21 19 17 23 a<32 a<38 a<16 atl1 21 a<31 a<15 AV<45 51 51 ADe<62 A<42 49 50 51 54 A<64 A<26 AJ<63 A<25 AL<65 0<45 A<31 48 63 A<63 55 A<37 t<52 43 AV<75 35 d<35 ABDE<51 A<24 a<28 A<. aF<47 26 AH<60 A<17 J<34 36 A<23 AO<70 A<22 34 37 A<46 AR<72 A<17 TG37 A<23 aV<52 63 63 AbDE<75 a<57 A<53 57 65 56 AH<82 aG55 61 55 a<53 AO<86 65 62 65 A<75 A<79 a<55 61 A<48 AV<79 25 aC<34 A<18 c<27 26 18 AF<40 A<11 20 AA<39 A<12 34 20 A<9 AN<51 31 A<44 A<10 AR<51 28 26 23 av<41 42 ACDC59 A<30 a<37 aCD<50 46 Af<64 A<26 A<32 A<31 j<45 42 A<56 a<32 43 A<60 56 A<27 r<44 A<33 44 48 A<62 19 19 adE<26 18 15 23 17 30 24 k<22 A<12 AG9 18 20 A<33 18 21 AS<30 A<5 19 14 atl.3 22 13 a<8 a<9 ABCE<28 A<6 A<2 f<1A A<5 10 A<29 AQ6 9 A<3 a<7 AN<31 A<7 13 A<3 AR<34 A<25 AG32 A<1 V<26 L I T t, :7 +-~. `~
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6-JON-1997 09:59 VObttEF:115 DRI:372-60 RTR SEQ4ENTATIOIP STUDY : E'FKkLE S40FIERS AGM 25-34 Table 109 Paqa 226 D . a: oorway Pict.$e(s) Most c-qae].linq : T 19 C h e DreaMr/Optimisa 0 Tota1 NT RP ST SF IPT F17T INF II7F IST EST ISF ESF P27FP ISTJ .... IiT..... .... NF..... .... ST..... .... SE-.... Canc Other Cavc Otter Casac Other Cauc Ot$ez Sa.p1e Base 24 7 6 7 4 1 6 1 5 3 4 1 3 5 3 5 2 4 2 7 0 4 0 Weighted Base 14 5 3 3 3 0 5 0 3 2 1 2 1 3 2 - 5 1 2 1 3 0 3 0 Sig Test Co1smn Ret>Versus Lower Case 80i Upper 909 A B>ACDE C>ABDE D>hBCE E>ABCD F>AG QAF FDAI I>AB J>AtC tOA7 L>AM ADAL N>AO O>AN P>AQ Q>AP R>AS S>AR T> AII V>AT V>AW V>Ao NET: CAPTIONS 99 96 100 100 100 100 96 100 100 100 100 100 100 100 100 96 100 100 100 100 100 Being a bit of a dreamer 55 39 71 84 34 - 39 - 84 83 87 . 97 84 83 40 31 93 . 84 34 SeiAW optimistic/lookinq ae the bright side 21 46 . 16 . . 47 . . 17 13 . . . 17 54 . . . 16 . Fantasizing about the future 19 10 13 . 66 . 10 - 16 . . 100 3 16 . - 69 7 32 . 66 Trust my gut feeling 4 2 16 _ . 100 . 100 . . . . . . . 2 - - 68 _ . All others 1 4 4
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6-JON-1997 09:59 WIhP3r:1L5 ISt1:372-60 8JR SFJQffiiTATION STOD7 : FIIMA7E SMOKERS AGFD 25-34 0.19. 19c: Reason Doorway Most/Second Most Compelling : Extreme/Edge Sample Base Total 46 NT 10 Weighted Base 33 6 Sig Test Colvmn Paf>Versus Lower Case 809 9pper 906 A B>ACDE NP.'T: CAPTI02LS 40 61 Scbnet: Door 5 oaptioffi 39 61 Liviaq on the edge 17 1 Living life to the fullest 9 9 BeiexT inten.se 9 52 Taking risks 4 - Being bold 3 . Adding some ezcitemeat to my 1 . regular routine All other door 5 captions 1 _ Subnet: Door 11 captions 1 . Looking for new experiences 1 . NEi: PERSONAL RESPONSE 36 22 Subnet: Door 5 responses 13 8 I am/like living life to the 10 6 fullest I am/like taking risks 2 1 I am/like living on the edge 1 . Subnet: Door 1 responses 8 . I am/like to be spontaneous/ - f-th - t 8 . spus o e momen Importance of having fnn/ 3 . enjoying 1i£e/mysel£ Fits my personality/lifestyle/ 3 15 talks about qualities I possess All other personal response 9 . NET: TONALITY 35 18. Subnet: Enter*a++++M++t value 20 13 Exciting/adventurous 18 7 All other entertainment 2 6 value Interesting/kept my attention 15 2 All other tonality 1 3 NET: PICTURE 2 . Picture/good picture 2 . All others 1 . None/nothinq 6 . Don't know/no ansaer 1 . Table 104 Page 121 NF ST SF INT IIaT IlqF F:NF IST EST ISF FSF 2242 P ISTJ .... NT..... .... NF..... .... ST..... .... SF..... 9 15 17 8 10 4 4 1 6 5 2 2 7 13 9 2 8 6 3 1 7 4 5 8 8 2 Cauc 6 5 Other 4 1 Cauc 8 14 Other 1 1 Cavc 10 6 Other 7 2 Canc 6 3 Other 4 2 CN4BM D>ABCE FJAHm F>AG ®AF FDAI I>AH J>AR lOA7 L>AM I9AL NDAp O>AN PMQ Q>AP R>AS S>AR T>AU Q>AT V> AW V>AV 19 a<57 55 8 72 49 15 62 56 100 45 26 69 73 11 20 . 74 13 45 70 19 52 55 8 72 49 15 62 49 100 45 26 69 73 11 20 , 67 13 45 70 14 A<37 16 . 1 . 15 23 42 . 19 26 26 . 4 15 . 50 3 . 41 6 6 31 . 11 49 . 22 . 61 25 . 24 11 . 6 . 4 10 32 29 . A<. . 8 60 62 7 . . . . . . . 9 16 . . . . 35 . . 19 , 40 . . . . 12 3 . 41 . a<10 1 . . . . 19 7 . 1 . 22 . . . . 14 . 1 . . . 7 . . . . . . . 39 . . . . . , , , , , 12 , . 2 . . . . . 8 . . . . 9 . . . . 2 3 . . . 5 7 7 . . . . 5 . . . . . . 7 7 . . . 63 A<8 15 47 18 100 58 30 . 26 13 28 22 8 86 60 100 9 6 24 1 19 5 15 47 . . 21 18 . 26 12 . 8 8 7 20 . 4 6 23 1 19 A<_ . 40 . . 21. . . _ . , . 8 , 20 . 3 10 8 . . . 11 . . 12 . . . 7 _ . 4 . 16 . 2 5 - . . . 7 . 26 1 . 8 . . . . . 6 8 1 18 A<. 20. 19 . . . . 18 A<_ . . . . 20 . . . . . . . . 19 . . . , 6 3 . . . 49 . 12 _ 14 . . 6 . - 5 ~ 1 . . . 18 . 1 . . _ . 1 . . 79 1 19 A<. 1 . . 51 15 . . . 1 26 . . . 15 100 . . 1 . 37 39 45 53 12 . 42 20 46 61 41 72 23 19 14 40 - 50 10 55 29 6 A<39 45 41 8 . 6 20 46 61 41 11 23 15 4 6 . 50 10 55 29 3 A<39 45 41 1 . 3 20 46 61 41 5 23 8 4 3 . 50 10 55 29 3 . . . 7 . 3 . . . . 6 . 7 . 3 . . . . ~ 32 A<. . 12 . . 36 . . . . 61 . . 10 34 . . . . , . . . . 4 4 . . . . . . . . 6 4 4 12 . . . 6 11 4 . . . . . . , , 4 12 , , . . 11 . . . . . _ . 13 . . . . . , . . . 29 . A<24 . . . . . 32 . . . . . . . . 14 48 . . . 3 4 11 . . 997-L 6894,;
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6-JVH-1997 09:59 VOZREF:215 DRI:372-60 RJR SEN24ENTATION STUDY : FE4ALE SMOKERS AGEa 25-34 Table 98 PaQa 114 19 9 d lli d l , 1 e: eason oorway Most/Secon Most Compe :nq : Frien s/Fami D R 4. y/ Supportive Total NT NF ST SF riPf EAT INF ENF IST Esf IS£ ESF EN£p ISTJ .... NT..... .... NF..... .... ST..--- Sample Base 137 19 27 59 32 8 11 14 13 27 32 10 22 9 20 Canc 12 Other 7 Cauc 19 Other 8 Cauc 37 Other 22 Cav 2 o Other 7 5 Weighted Base 91 13 21 31 27 2 11 7 14 17 14 11 16 10 12 10 3 15 5 20 11 2 6 1 Sig Test Colvmn Ref>Versus Lover Case 80% Upper 90% A B>AmE C>ABDE D>AFCE FJABW F>AG 6>AF H>AI I>AH J>AR IOAT IJAM bDAL N>AO O>At7 P>AQ Q>AP R>AS S>AR T>AU U>AT V>A F1 W>AV NET: pP2+SONAL RESBO27SE 59 ACDe<84 53 A<48 D<66 32 94 84 38 A<37 J<61 57 a<72 18 47 87 71 A<40 91 U<60 A<25 6 7 47 Subaiet: Door 2 responses 26 aDe<41 aDe<37 A<17 21 8 47 38 36 19 a<15 33 A<12 16 26 31 71 27 64 19 a<15 2 0 37 I believe family means 7 A<. a8Ed6 B<8 a<3 24 ic<15 A<l 8 A<. 4 A<21 _ . 3 52 6 13 A< 2 17 everyThing I like/believe in doing 7 3 bE<14 E<9 A<l . 3 21 k<14 4 . a<3 . a<18 . 11 A<. . 52 7 14 A< 1 20 smll favors for others I am/like being a person 4 ACDEG23 2 A<' 2 . 27 3 A<. A<1 . 3 . A<. 30 . A<. 8 A<• A<. 2 . people cc®e to for advice I am/like being loyal 4 1 ASDE<d.4 2 A<_ 8 . 21 A<. 4 . A<. . A<. 2 . A<. 52 3 A<. A< . . I like/believe in protecting 3 A<. A<. A<. ABCD<10 . . A<. A<. 25 A<. . A<. . . A<. . A<. A<. A<1 1 others I am/like beinq a good 2 A<. 5 1 3 . . 3 6 1 1 _ 5 8 2 _ _ 5 4 1 1 3 friend I am/like to be relied on 2 4 2 3 A<. . 4 . 3 a<. j<6 . a<. 4 a<. . 16 3 . 4 a<. A< . I maat/like to make others 1 . 2 1 . . . . 3 1 . . . . 2 . . . 8 1 happy All other door 2 responses 4 d<t0 aDEQ2 A<. a<l 12 35 . A<. A<_ . 2 - A<. - 44. a<16 - A<_ A<. a< 1 £its my personality/lifestyle/ 20 ACDE<47 17 A<10 d<23 23 51 47 1 13 A<7 19 26 2 14 56 16 13 27 U<14 A<3 2 4 11 talks aboot qualities I possess I~aortance of being with family 18 A<` A<2 BC<22 ABC<33 2 6 . a<1O AJ<36 30 A<35 . 14 ' A<3 AU<30 A<7 A<3 5 -Importance of being with friends 2 a<. 2 a<. 4 6 . a<. a<. . 7 . a<. . . 3 _ a<. a<. 4 Subnet: Door 4 responses ` . . 1 . . . . 3 . . . . . . . . 2 . . I am/like being a leader ` . _ 3 . . . . . . . . 2 . . Importance of having fim/ ` . . 1 enjoying life/myself . NET: CAPTIONS 37 A<15 A<23 ABC<47 aBC<48 68 4 39 15 AK<61 30 46 49 12 A<73 10 32 a<25 17 a<28 AT<82 4 7 63 Snbnet: Door 2 captions 36 A<15 AC13 aBC<44 aBC<47 68 4 39 15 AX<56 30 44 a<49 12 A<66 10 32 25 17 A<23 AT<82 a< 46 63 Being a good friend 9 7 6 AbCE<17 A<3 42 . 5 6 AK<27 6 . 4 4 A<38 9 . 5 8 a<4 AT<41 A <3 . Family means every}hi. g 7 A<. B<ll Bec7.1 4 27 3 10 12 1 6 . 6 . . 15 . 11 11 4 11 Being loyal 6 A<` A<. A<2 A800C19 2 . . . a<2 A<1 17 AG21 _ a<1 ` . A<. . A<2 a<2 A< 20 _ Doing -l.l favors for 5 2 6 5 6 2 2 2 9 6 4 . 11 12 3 ' 7 9 . 4 6 4 49 others Being relied upon 3 A<. A<. A<. ABCD<9 . . . . A<. A<. . A<15 . A<. . . A<. . A<. A<. A <9 _ Making others happy 2 A<. 3 2 4 . . 4 3 3 A<. . 7 4 4 _ _ 5 . A<. 4 4 . Being a pntson people come 2 a<. 2 be<4 a<. _ _ 7 . 4 3 . a<. . 4 . . a<. 9 3 4 A <. . to for advice Protecting others 1 2 . . 2 . 2 . . . . 1 2 . . . 8 . . . . 1 4 All other door 2 captions 11 a<4 A<. aBC<16 bC<16 23 . . . AtCQ6 A<3 27 9 . A<37 . 17 A<. . A<1 AT<43 17 4 Stiabo.et: Door 3 captions 1 . a<. bc<3 1 . . . . 5. . 2 . . 7 . . a<. . u<4 . 1 . Being practical 1 . a<. bc<3 1 . . . . 5 . 2 . . 7 . . a<. . u<4 . 1 _ ~ 6SZL 689TS ~ ~
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6-J7N-1997 09:59 v6LRSF:115 AtI:372-60 R7R SEGMEiTATION STVDY : FaMrr. Syp1Mgs AGED 25-34 Table 118 Page 1$5 19 : Reason Doorwa Most/Seccnd Most Com ~e 19 1ia± :Altr i m . , c y p _ g a .s 4 Total NT N£ ST SF INT F27T INF P2Il' IST EST ISF ESF ENFP ISTJ .... NT..... .... N£..... .... ST..... .... SF..... Cauc Other Caua Ottrr Canc Other Caua Othrs Sample Base 48 11 8 - 19 10 5 6 5 3 11 8 4 6 1 9 8 3 5 3 11 8 6 4 Neighted Base 25 8 4 7 6 4 4 2 2 4 2 2 3 0 4 6 2 3 1 4 3 3 3 Sig Test Coh=1 Ref>versus Lower Case 80! Llpper 90% A -B>AC9E C>ABDE B>ABCE F.>ABm F>AG GQAF FDAS DAfi J>AR 20AJ 7JAM 2AAL N>AO ON4N p>AQ 4>A4 R>AS S>AR TN+SJ V>AT V>AW V>AV tET: CAPTIONS 66 57 59 A<89 58 92 23 79 38 87 94 100 30 . 87 64 36 64 42 83 98 23 100 Subixt: Door 12 captions 63 57 59 a<77 58 92 23 79 38 87 61 100 30 . 87 64 36 64 42 63 98 23 100 £eeling good about helping others 31 42 29 34 13 74 11 19 38 53 . 9 16 . 52 56 . 39 . 35 32 23 . Takinq pleasure in teamwork 17 5 30 15 24 . 10 22 38 . 41 44 11 . . 7 . 26 42 11 21 12 39 Doing what's right even if it's not popular 10 . 19 10 15 . . 39 . 9 12 38 . . 6 . . 26 . 4 20 . 34 Being part of the whole 9 10 . 13 8 18 2 . . 16 8 - 14 _ 17 1 36 . . 17 8 . 19 Caring about the community 4 ~ . 10 4 . 1 . . 15 . 10 . . 12 1 . . . 4 18 . 9 Subnet: Door 2 captions 3 . . aQ2 33 . . . . . . . . 20 Being relied upon 3 . . a<12 . . . . . . 33 . . . . . . . . 20 . . . NET: PERSONAL RBSPONSE 22 20 41 18 16 8 32 21 62 28 2 10 20 100 24 5 64 36 58 29 2 22 9 Subnet: Door 12 responses ' 18 16 40 9 12 . 32 19 62 13 2 . 20 100 13 . 64 35 58 13 2 22 . I like/believe in caring about the community 9 16 5 A<. 12 . 32 . 10 . . . 20 100 . . 64 . 20 . . 22 . I like/believe in feeling good about helping others 6 . 35 a<l 19 51 . 2 35 37 . 2 . . All otherdoor 12 responses 7 . 26 8 . . . . 51 13 - . . . 13 . . 35 . 13 Fits my personality/lifestyle/ talks about qualities I possess 10 16 1 10 9 . 32 1 . 15 . 10 8 . 11 . 64 1 . 16 . 9 9 Importance of being with family 1 4 . . . 8 _ 5 - . NET: TONALITY 7 - . A<. 30 . . . . . . . 50 . . . . . . . . 55 Comfortable/relazinq 7 . _ A<. 30 50 55 . Everything/the whole door is com ellin ` _ . 2 4 . . . . . . . . 3 . . . p g None/nothing 7 23 . A<. . . 45 31 0BZL. 68gTS
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6-JUN-1997 09:59 WI.REF:115 IxtI:372-60 RTR SEGNEPPATION STUDY : FP1WE SMORRS AtFD 25-34 Table 102 Page 139 4.19, 19c: Reason Doorway Most/Second Most Compelling : Leadership/Control Sample Sase i/eighted Base Sig Test Column Ref>versus Lower Case 80% Upper 90% NET: CAPTIONS Snbnet: Door 4 captions Feeling confidmt/ssse of myself 8avisxl a strong sense of acconQlishment Knorn for my brains not my looks Being in control Being a leader Playing to vin Seing adventurous All other door 4 captions NET: PERSONA7. RESPONSE Svbnet: Door 4 responses I am/like beixyg a leader I am/liJce being in control I like/believe in being looked up to I like/believe in having a strong sense of accemplishment I believe in/like playing to win A11 other door 4 responses Fits my personality/li£estyleJ talks about qualities I possess Svbnet: Door 8 responses I like/believe in going my own vay/not following the crowd NET: TONALITY Subnet: parm/friendly/pleasant Felt good/happy . Don' t know/no answer Total NT NF ST SF INT ENT IFF II7F IST EST ISF ESF FNFPISTJ .... NT..... .... NF..... .... ST..... .... SF..-.. 35 27 10 9 5 - 2 15 11 5 6 4 3- 6 6 1 0 4 1 5 2 10 0 8 0 5 6 3 1 4 2 Cauc 5 8 Other 5 1 Cano 1 0 Other 4 1 Cauc 6 7 Other 9 4 Cauc 1 3 Otlftr 4 3 A BNCDE C>ABDE D>ABCE E>ABm F>JG QAF IDAI AAH J>A1C AA7 IJAM IAAL NN>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT V>AW W>AV 71 96 53 49 79 95 96 100 44 92 36 79 16 92 98 82 100 49 51 45 100 57 71 96 53 49 79 95 96 100 44 92 36 79 16 92 98 82 100 49 51 45 100 57 25 53 9 18 . . 81 . 10 74 1 . i6 74 61 . 100 . 6 36 _ _ 23 31 . 4 50 92 . . . 18 . 50 . 18 36 . . . 7 . 100 . 12 . . 24 12 . . . . . 31 12 . . . . . . 39 . . 24 9 3 28 . 28 2 4 . 34 . . 28 . . . 23 . 31 . . . 57 3 3 . 5 . 1 4 . . 19 • . . 18 • 18 . . 7 1 . . 2 5 . . . . 8 40 . . . . . 1 . 17 • . . . 100 . 1 . . . . . , . 18 . 1 . . 1 . . 4 . . . . . . 5 . . . . . . . _ 9 _ . 43 10 47 82 21 5 12 . 56 65 86 21 84 66 - 2 59 . 51 82 82 . 43 41 7 47 80 21 5 8 . 56 57 86 21 84 58 2 40 . 51 82 77 . 43 26 . 47 49 21 . . . 56 . 63 21 84 . . . . 51 80 . . 43 13 . . 33 . . . . . . 43 41 20 . . 6 2 . 13 . 5 . . . 57 . . . 58 2 . . . . 33 . . 4 . . 9 12 23 2 5 . . . . 8 . . . . . . , . 40 . . . . • . _ 1 2 2 2 . 2 _ . 4 . . 8 . _ . 8 . 18 . . . 5 . . . 1 . 15 18 . . . 27 . . . . 17 _ . . , 1 . 15 . . . . . 18 27 17 . . . . . 1 . . 4 . . . . . . 5 . . . . . . . 6 1 . . 4 . . . . . . 5 . . . . . . . 6 . . . 1 . . 4 . . . . . . 5 . . . . . . . 6 . . . 1 . . 2 . . . . . . . 3 _ . . . . . . . 6 . . t9ZL 689v5
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6-JOl7-1997 09:59 VOIREP:115 DAi:372-60 RJR SDl3ENTATIOR STUDY : fPMAIdS SMOIORis AGE9 25-34 Table 100 Pa9e 117 Q.19, 19c: Reason Doorway Most/Second Most Compelling : Practical - . Total NT NF ST SF INT IIiT IHP' IIPF IST EST ISF SSF £d" ISTJ .... NT..... .... 1QF_.... ..... .... SF..... Cauc Other Cauc 0#her Cauc Other Cauc Othtr Sample Base 46 7 8 15 16 5 2 4 4 8 7 11 5 2 6 2 5 7 1 7 8 13 3 Weighted Sase 28 - 2 8 4 14 1 1 1 6 3. 1 9 5 1 3 1 1 7 0 2 2 12 2 Sig Test Colemm Itef>Versus Lower Case 808 Vpper 90! A B>ACDE C>ABDE DN8CE FJABCD FNG QAF H>AI DAH J>A!C AAT IJAM NDAL 7aA0 O>AN PNtO Q>AP M-AS S>AR T>AV V>AT V>Aii TnAV NET: CAPTIONS 66 57 78 56 65 38 100 84 77 50 68 54 84 13 49 76 47 80 . 33 76 65 64 Subnet: Door 3 captions 66 57 78 56 65 38 100 84 77 50 68 54 84 13 49 76 47 80 . 33 76 65 64 Riovi.ag what lies ahead 28 27 62 19 A<12 38 - . 75 22 13 . 35 . 25 76 . 64 - 9 27 15 . Being comfortable i8 . 2 2 A<34 . . 13 . . 5 30 41 . . . . 2 . 4 . 41 . Being safe 14 25 1 7 a<22 . 81 . 1 7 7 15 35 13 . . 38 1 - 5 8 15 58 Being well-organized 9 . 5 25 8 . . 30 . 22 33 8 8 . 24 - . 5 . 20 30 9 . Having a small circle of close friends 4 6 . 19 1 . 19 . . 28 . 2 . . 25 . 9 - 35 6 Being accepted 3 . 7 10 a<. . . 41 . 7 17 . - . , . , 7 . . 19 . . Pla^^+ ng for the future 2 . . 4 3 . . . . 7 . . 8 8 4 - Being practical 1 . . . 1 . . . . . . 2 . . . - . . , , . 2 . NET: PFRSONAI. RESPONSE 48 43 90 50 A<27 62 . 47 99 72 5 36 10 87 76 24 53 89 100 48 51 25 36 Slibnet: Door 3 responses 34 29 90 25 A<8 42 . 47 99 38 . 6 10 87 43 . 45 89 100 44 10 9 . I am/like planning for the 25 29 76 . A<4 42 . 16 89 . . 6 . . . . 45 76 100 5 - future I like/believe in having a routine 4 . 5 20 A<_ . . 30 . 30 34 . . 5 . 44 . . . I am/like being safe 4 . 8 . 4 10 . . . 10 87 . . . 8 . . . 4 . I am/like being well- organized 2 . 3 5 . . . 16 . 8 9 - • . 100 . 10 . . Fits my personality/lifestyle/ talks about qualities I possess 17 14 . 24 23 20 34 5 36 . . 33 24 9 . 4 41 21 36 NET: PICTARE 4 4 . 7 6 10 . . . . 6 . . . . 8 . Picture/good picture 3 _ . . 7 10 . . . . . . . . . 8 . People/liked the people • 4 6 , _ , , . . . . . . 6 . . . . . . NET: TOItALITY 2 - . 14 22 . . . . 25 . . . . . 27 . . Camfortable/relazing - 2 . . 14 22 . . . . 25 . . . . . 27 . , All others 1 . . 9 . . . . . - 26 . . . . , - _ . 19 . . . Don't know/no answer 1 . . . 2 . . . . . . . 5 . . . . . , . . 2 . 79ZL 629TS
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• 6-J[Rt-1997 09:59 vOIRIIr:115 Dlt1:372-60 R7R SEQgSiTAT104Q S'20DY : FIa41LE SMMRS A® 25-34 Table 124 Page 141 4.13, 16: Cigarette Attribute/New Feature Importance Segmrsits Savple Base t7eighted Base Sig Test Column Ret7Versus Loaer Case 80% Upper 90! (1) Nants low tar/nicotine, light taste, no additives (2) Nants less smoke/ashes/odor/ after-taste (3) Wants fnll body/strcmg/smooth taste, no pesticides/adlitives Total NT 27F ST SF INT F2iT IICF ENF IST SST SSF F.SF FS7FP ISTJ .... NT..... ....Nr ..... .... ST..... .... SF..... Cam Other Ghva Other Cauo Other canc Othftr 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 27 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 A H>ACDE C>ABaE D>ABtE EaABm F>AG ©AF H>AZ Z>AH J>AtC AAJ L>AM 19AL 1P>AO O>AN P>AQ 4>AF R>AS S>AR TNAII II>AT V>ATi W>AV 37 A<27 aB<43 35 bCdO A<10 F<33 37 a<45 31 40 48 35 37 37 29 A<18 AS<51 AQ0 37 30 40 43 44 39 45 45 45 A<28 f<44 41 46 50 40 38 50 49 48 36 p<53 38 AR<75 45 46 47 34 19 ACTE<3E A<12 eQ0 15 AG<62 24 i<22 A<9 19 20 14 15 13 15 A<35 28 A<11 15 18 24 ad3 23 98ZL 5894S
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6-JIIN-1997 09:59 o0I2IIEF:115 DR2:372-60 RJR SEf34R'ttfATIa7 STUDY : FPalA2M 3MOAfR4 AGM 25-34 T O Page 133 4.19, l9c: Reason Doorway 24ost/Second Most CT 77issg : Discovety/Cheage Total NT NY ST SF INT f1QT INF FZ7F IST EST ISF ESF ERiFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 42 7 15 16 4 4 3 5 10 11 5 1 3 7 8 Canc 6 Other 1 Cauc 13 Other 2 Catsc 9 Other 7 Caua 3 Othpr 1 Reighted Sase 35 5 17 10 3 2 3. 9 8 8 2 1 2 4 4 4 1 16 1 7 3 3 0 Big.Test Colmmn Ref>versus Lower Case 806 Vpper 90i A 8>AmE C>Affi)E DNtBCE £JABCD F>AG G>AF FDAI ZUAFS J1AK KNh7 IJAM 7.DAL NNW O>AN P>AQ 4>AP R>AS S>AR T>AV U>AT VV>AAii p>pv NET: pFRSONA2. RE.SPONSE 57 4 58 aC73 86 10 . 61 55 74 65 100 81 21 91 5 . 56 100 60 100 91 . Subnet: Door 11 responses 41 4 25 A<72 86 10 29 19 74 63 100 81 21 91 5 . 20 100 60 100 91 . I like/am looking for new 27 . 21 A<47 30 29 11 54 13 100 . 9 47 . . 19 48 53 34 32 . experiences I like to travel to exciting 10 4 9 17 . 10 . 9 8 11 49 . . 11 23 5 . 6 52 . 55 . Places I like discovering new mmxsic 8 4 . 10 56 10 . . . 12 . . 81 . 27 _ 5 . . . . 31 59 All other door 11 responses 1 . . 4 . . . . . 5 . . . . 12 . . . . 6 . . Fits my personality/lifestyle7 17 4 34 A<` . 10 . 32 36 . 2 5 . 36 . • . . talks about qualities I possess NET: CAPTIONS 46 32 45 A<65 14 60 14 39 51 73 24 . 19 91 41 37 . 44 52 78 37 9 100 Svbnet: Door 11 captions 46 32 45 A<65 14 60 14 39 51 73 24 . 19 91 41 37 . 44 52 78 37 9 100 Looking for new experiences 32 28 30 43 14 50 14 39 19 52 . . 19 34 41 33 . 32 . 46 37 9 100 Traveling to exciting places 7 4 12 4 . 10 . . 26 . 24 . - 45 . 5 . 12 . 6 . . . Discovering new music 3 4 3 2 . 10 . . 6 2 . . . 11 5 5 . . 52 . 6 . . Trying food you•ve never had 1 4 . . . 10 5 . . . . . . . before All other door 11 captions 5 . . A<18 _ - . . . 22 . . . . . . . . . 26 . . . NET: TONALITY 13 35 11 9 . 50 26 20 . 1 49 . . . . 24 100 12 . . 29 . . Snbnet: Entertainment value 7 32 . 9 . 40 26 . . 1 49 . . . . 19 100 . . . 29 . . Ezciting/adventurons 5 32 _ 1 . 40 26 _ . 1 . . . . . 19 100 . . . 2 . . All other entertainment 2 . . 8 . _ . . . . 49 . 27 value Interesting/kept my attention 1 4 10 . . . . 5 All other tonality 5 . 11 aG . . . 20 . . 12 . . . . NET: PICTURE 3 . . a<10 . . . . . . 61 3 27 Picture/good picture 3 . . a<10 61 - . . . . . . . 3 27 A1l others 5 37 . a<. . _ 60 43 RG?L 689TS
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6-JON-1997 09:59 VOIM!':115 AtI:372-60 FJIt SEGrffiti'ATIO7 STUDY : FP1YtiLLL SlAKERS A® 25-34 Table 114 Page 131 Q.19, 19c: Reason Doorway Most/Second Most Coapellinq : Self-indolgmce/•Me• Sample Base Weighted Base Sig Test Colsmn Ref>Versus Lower Case 80! Upper 90% 21ET: f'l1PTIONS Svbnet: Door 10 captions Spoiling nyse7.f sometimes Taking it easy Having some time just for myself Feeling well taken care of Having an active ser life All other door 10 captions Subnet: Door 3 captions Being comfortable NET: PFRSONAL R6SPONSE SUbnet: Door 10 responses I like/believe in spoiling myself sometimes I like/believe in having some time just for myself I like/believe in enjoying what I eat I like/believe in taking it easy Fits my personality/lifestyle/ talks about qualities I possess Importance of having fun/ enjoying li£e/myself NET: TONALITY Comfortable/relaxing Subnet: Ehtertainment value All other entertainment value NET: PICTURE Picture/good picture All others Don't know/no answer Total NT NF ST SF INT ENT IRF II7F IST EST ISF ESF FNFP ISTJ .... 1Pf..... .... NF..... .... ST..... .... SF..._. 60 44 9 5 20 17 20 14 11 8 6 2 3 4 5 2 15 14 14 12 6 2 4 4 7 4 9 4 9 8 Cavc 6 3 Other 3 2 Cavc 13 10 Other 7 7 Cano 14 9 Other 6 5 Caoo 9 7 Ot2"r 2 1 A B>ACOE C>ABDE D>ABCE: FJABCD F>AG ©AF FDAI I>AA J>AlC 1C>AJ L>AM bC-AL N>AO O>A2P P>AQ Q>AP R>AS S>AR T>AV U>AT o>AA Q>AV 55 85 51 A<33 81 49 100 57 49 34 27 76 87 66 42 78 97 55 43 33 34 86 24 55 85 51 A<33 81 49 100 57 49 34 27 76 87 66 42 78 97 55 43 33 34 86 24 22 . 20 23 38 . . 19 20 26 . 73 1 . 41 . . 5 42 24 21 42 . - 19 9 a<28 16 12 . 13 7 32 18 . . 25 42 18 . 23 19 42 14 21 13 . 10 10 13 a<4 15 33 . 31 10 1 27 3 27 7 1 16 . 21 . . 12 14 24 7 38 A<1 A<. 14 17 47 . 1 . . . 28 3 . 62 . . 2 . . IS . 4 28 a<. a<_ 2 . 40 . . . . . 4 . . . 74 . . . . . 24 3 . 6 1 3 . . . 7 1 . . 5 15 . . . 10 . . 2 3 . 1 . 4 . . . . . 4 . . - 15 . . . 6 . . . . . 1 . 4 . . . . . 4 . . . . 15 . . . 6 . . . . . 38 11 a<49 38 31 39 . 65 46 35 56 24 38 24 9 17 3 46 53 57 . 31 24 29 9 38 32 18 31 . 31 39 29 47 4 34 . . 13 3 36 42 47 . 20 . 17 9 21 16 14 31 . 31 20 15 25 - 28 . . 13 3 36 . 24 . 15 10 . dG17 a<3 16 . . . 20 . 25 . 34 . . . . . 42 5 . 18 . 4 . A<. aC<13 2 . . . . 15 . 4 . . . . , . . 19 . 2 1 _ . 3 22 4 , . , 6 . 6 3 12 . . 31 2 2 9 20 4 6 1 5 . 11 24 . 5 2 9 3 . 8 . 35 5 3 . . . 17 5 4 8 11 4 18 6 24 26 _ 20 . 7 27 28 17 . _ 22 44 10 . 8 49 6 68 . . 18 6 24 25 . 20 . 7 27 28 6 . . 22 44 - 10 . 8- 49 6 63 . . * . . 1 . . . . . . 11 . . . . . . . . . 4 . . * . . 1 . . . . . . 11 4 1 . . 3 . . . . . 4 . . . . 6 . . . . 5 . . . 1 . . 3 4 . . . . 6 . . . . 5 . . . 1 . 2 . . . . 9 1 2 3 . . . ' . 1 . . . 6 . . . . . . . 13 . . . . . . . . . 76 9LZL 68°VS
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6-JON-1997 09:59 VOLREF:115 DRI:372-60 RTA SEGI-2 TATION STtJDY : FPZRiLE SMOKERS ACM 25-34 . Table 112 Page 129 Q.19, 19c: Reason Doorway Most/Seccnd Most Co mpelling : Image Conscious/Materialism Total laT NE ST SF INT t1aT INF IIiF IST EYP ISF tSF F27FP ISTJ .... flT..... .... NF..... .... ST..... ....SF...._ " Canc Other cauc Other Canc Other Cane Other Sample Base 15 3 3 6 3 2 1 2 1 1 5 1 2 1 1- 3 0 2 1 1 5 3 0 Neighted Base 9 2 1 3 2 1 2 1 0 1 2 0 2 0 1 2 0 1 0 1 2 2 0 Sig Test Column Ref>Vezsus Lovet Case 808 Upper 90! A 8>AC9E OABD£ DNSHCE FJABCD F>AG QAF FDAI I>AH J>AK AAJ IJAM N>AL NNW O>AF P>AQ 4>AP B>AS SA4R TN+tT 0>AT v>AW V>Av NET: PazsOML ~sE 73 83 . 84 83 31 100 . . 100 78 . 90 . 100 83 . . 100 78 83 Fits my persena.lity/lifestyie/ 47 . . 77 83 . . . . 100 68 . 90 . 100 . . . 100 68 83 talks about qualities I possess Snbeet: Door 9 responses 26 83 . 7 . 31 100 . . . 10 . . . . 83 . . . 10 . I like/beZieve in paying 23 83 . . . 31 100 . . . . . . . . 83 . . . . ' more to get the best *+at;ty All other door 9 responses 2 . . 7 . . . . . . 10 . . . . . . . . 10 . NET: CAPTIORS 50 17 43 45 100 69 . 69 . 100 22 100 100 . 100 17 54 . 100 22 100 Stib¢iet: Door 9 captions 50 17 43 45 100 69 . 69 . 100 22 100 100 . 100 17 54 . 100 22 100 Being attractive 20 . . . 83 90 83 Impressing people 15 17 . 29 . 69 . . . 100 . . . . 100 17 . . 100 . . Pay more to get the best 10 . 43 . 17 . _ 69 . . . 100 10 . . . 54 . . . 17 quality Being £ashion-conscious 3 . . 8 . . . . . _ il . . . . . . . _ 11 . Into high-tech products and 3 . . 8 . . . . _ _ 11 11 gadgets NET: PICTVRE 7 . 57 31 100 . . . . 100 . . 46 100 . . Money/a lot of money 7 . 57 . . . . 31 100 . . . . 100 . . 46 100 `7LLL
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6-JUN-1997 09:59 VOLREF:115 DLI:372-60 ILTR SEQfi1PlATIOF STUDY : PPMALE SFiOPURS A® 25-34 Table 125 Page 142 Q.13: Attribute Importance Rating9 : Easy to draw/pull smoke through the filter Total NT FF ST SF INT ENT INF E[tF IST E5T ISF ESF FNFP ISTJ .... NT..... ....NF..... .... ST..... ....SF..'.. Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavc 40 Ot1~er 20 Cauc 56 Other 18 Cavc 66 Other 46 Cavc 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Columa Ret7Versus Lower Case 808 Upper 909 A B>A.CDE C>A8DE D>ABCE FJABCa F>AG ®AF tDAI I>AA J>AX PDAJ L>AM 2DAL P0>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 10 18 A<11 A<9 AHC<27 aBC<25 18 A<9 I<26 A<3 a<27 a<27 AM<37 16 A<6 N<19 A<10 17 A<10 A<8 A<30 20 21 Av~<41 9 18 A<11 ABD<30 A<10 bD<21 17 A<8 28 A<30 A<7 14 a2K33 12 16 A<8 Q<13 A<i A<28 A<39 A<7 14 20 24 8 14 aCEC21 A<9 ACEC20 a<9 9 AF<26 9 a<9 AB<28 a<9 15 A<5 A<6 AN<34 21 23 a<9 7 17 A<24 17<11 A<` 7 7 4 5 A80EO.2 4 4 3 8 4 10 A<14 7 A<2 8 3 4 3 6 4 AUt17 a<3 5 A<1 6 10 AdE<16 9 9 A<5 A<2 AF<22 a<4 11 8 11 A<. L<S A<4 10 a<17 15 10 4 6 t<15 W<6 A<. 5 14 dd.4 AD<21 A<6 D<15 AG<35 a<7 A<1 AH<28 A<2 J<11 A<3 aL<23 AO<49 A<4 16 8 AS<24 7 A<4 10 W<18 A<. 4 7 aC0<13 5 5 7 A<1 AF<17 5 4 R<8 A<1 A<1 L<12 4 7 a<15 6 S<6 A<. U<7 A<1 6 13 3 3 2 aD<6 A<* 2 5 1 A<. A5<8 A<* a<1 2 2 3 A<. 3 A<. 2 AR<24 A<. 1 A<• v<9 2 3 a<1 A<. bC<5 abC<6 3 A<. A<. A<. aK<8 a<1 A<. AL<11 A<. AN<11 1 A<. A<. A<. au<7 1 aW<8 A<. 1 2 2 1 2 1 7 1 A<_ 1 A<* J<.5 1 1 2 A<. 1 9 a<* 4 u<3 A<. * 3 0 5 4 6 4 6 A<. f<5 AI<19 A<1 3 5 2 1<9 a<1 4 A<. aP<18 6 3 A<* T<10 5 9 Don't know bfear. Score 6.80 6.40 6.64 aBo<7.19 6_84 6.43 6.38 6.84 6.57 a<7.27 7.09AM<8.61 A<5.63 a<6.09 6.81 q<6.63 A<5.54 6.67 6.52 a<7.33 6.94 6.79 7.09 Standard Deviatioai 2.798 2.539 2.709 2.766 3.065 2.773 2.451 3.673 2.255 2.653 2.901 1_944 3_106 2.178 2_847 2.140 3.529 2_639 2.997 2.644 2_960 2.940 3.588 Staadard Error 0.159 0.328 0.315 0.261 0_383 0.544 0_420 0.720 0.325 0.358 0.384 0.405 0.485 0.373 0.450 0.338 0.789 0.353 0.706 0.325 0.436 0.429 0.870 LBZG 589IS 0
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6-JON-1997 09:59 VOZtOrF:115 DR1:372-60 ILTR SEti41PlATION STUDY : FE!•ALE SM010+1iS A® 25-34 Table 127 Page 144 Q.13: Attribnte Inportance Ratings : Lti.ght taste Total NT NF ST SF INT ENT INF ENF IST EST ISF ESF EHFP ISTJ .... NT..... .... 1PF..... ---- ST----- ...-S£..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauo 40 Other 20 Casx 56 Other 18 Catx 66 Other 46 Cauc 47 OttZer 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>Versss Lo.er Case 80% IIpper 90% A B>AME C>ABDE D>Aa= E>ABCD F>AG G>AF H>AI I>Afi J>AR A'>AJ L>AM 2DAL N>AO 0>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W?AV 10 7 8 6 9 7 8 8 aI<17 AQ A<2 AJG19 4 9 a<3 A<2 8 8 6 4 ASK14 A<1 W<8 A<. 9 15 c<15 A<8 cG15 AbCd<25 A<4 F<19 a<8 A<8 k<19 a<9 Am<34 18 13 a<9 QQ9 A<_ A<9 A<5 16 13 22 Av<39 8 12 A<2 ABc$<22 B<13 ab<8 g<9 A<• 12 Ah<26 15 10 a<6 10 13 15 A<3 A<1 AS<26 A<4 10 17 8 8 7 7 A<3 5 b<7 ABCd<14 g<9 Adl a<2 7 K<12 A<1 9 A<17 12 A<18 A<3 3 6 aC2 9 4 A<15 7 6 4 7 4 3 4 A<. F<9 10 2 4 A<1 7 3 3 5 6 10 4 4 4 A<1 3 10 5 19 E<24 E<24 e<18 A<11 A<7 aF<30 A<4 AFK31 A<7 AJ<32 14 A<8 AO<34 A<10 26 19 23 28 a<13 T<27 aW<13 A<. 4 2 3 2 3 1 1 4 3 2 1 4 A<. 2 2 2 1 p<ll 1 8 3 3 1 A<. 3 7 D<11 aD<11 A<1 D<6 AG<42 A<. a<18 8 A<1 A<1 a<2 9 4 A<1 12 8 7 AR<26 A<1 A<1 W<8 A<. 2 6 ad<11 5 4 5 5 a<13 7 5 6 A<2 4 6 9 9 7 Ap<23 5 8 A<2 t<9 5 5 1 9 a<5 a<6 ABC<14 12 g<13 A<3 I<16 A<2 AK<19 7 5 1<16 a<4 n<15 a<4 10 A<5 9 AV<'10 A<4 11 13 0 9 11 7 10 7 a<3 f<13 a<3 8 10 11 m<13 A<2 A<3 9 11 8 7 3 10 12 a<5 v<18 Don't knov 1 a<. a<. ABCE<3 a<. a<. a<_ a<. a<. a<4 2 a<. a<. a<. an<5 a<. a<. a<. a<. a<. AT<8 a<. a<. Mean Score 5.40 a<4.89 5.45 5.36 b<5.79 A<4.33 5.08 5.26 5.51 5.12 5.66 5.95 5.68 5.66 4.90 q<5.17 A<3.84 S<5.73 a<4.18 5.46 5.17 5.87 5.44 Standard Deviation 3.181 3.114 2.867 3.414 3.265 2.900 3.163 3.381 2.653 3.453 3.340 3_345 3.204 2.529 3.174 3.171 2.646 2.891 2_378 3_586 3_036 3_141 3.773 Standard Error 0.181 0.402 0.333 0.326 0.408 0.569 0.543 0.663 0_383 0.470 0.446 0.697 0.500 0.434 0.508 0.50 1 0.592 0.386 0.561 0.441 0.458 0.458 0.915 b8ZL H89 T5
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• 6-JON-1997 09:59 VOLREP:115 DRI:372-60 FJR SEQAMS'ATION STUDY : Ff14AIE SMOIQ:RS AC;r9 25-34 Table 126 Page 1<3 4-13: Attribute Iaportance Ratings : HSall bodied tobacco taste Total NT 2d' ST SF ENF IST EST IS£ ESF Ela'P ISTJ .... 1Pf..... .... HF..... .... ST..... .... SF..-.. Cax Other Cauc Other Caae Othet Ca. Othar Saeple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 tieighted Base 221 41 65 63. 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colmmn Ref>Versus Lower Case 80% Upper 90s A H>ACDE CNBDE D>ABCE E>ABCp F>AG G>AF f!>AI I>AH J>AK 2DA7 L>AM DDAL N>AO O>AlP F>AQ Q>AP R>AS S>AR T>AII V>AT V>Ap V>AV 10 16 Af.aC16 A<4 C<15 ACd<24 AGt51 18 A<7 A<3 A<9 JC22 a<30 19 A<6 A<6 21 AP<46 A<3 10 16 13 22 a<30 9 14 ACf b<14 b<14 A8<21 13 A<4 A<4 E<18 A<8 aJ<22 AMG37 11 10 11 A<8 A<3 16 8 12 18 21 24 S 12 12 13 12 8 a<5 f<15 ai<23 10 K<17 A6 9 7 6 A<4 14 7 SQ6 A<2 II<16 a<6 A<6 3.9 7 6 8 5 7 5 a<2 f<11 3 5 8 5 A<. L<9 10 12 8 10 A<2 r<16 6 9 6 3 6 14 AcE<23 eQ4 E<15 A<6 9 AFC17 21 11 13 16 D4Ci5 A<. 21 15 AC24 18 S<17 A<. 12 19 ACJ A<2 5 11 d<12 d<12 A<6 Dt16 9 13 8 14 A<5 a<7 A<. AL<26 A0d6 7 Q<15 A<. S<15 A<. A<1 T<14 16 13 4 5 A<- BD<8 A<2 ffiK9 2 A<. 7 9 a<2 a<2 4 a<12 a<2 4 A<1 A<. 4 AR<28 A<. T<7 10 5 3 3 1 abe<6 3 a<1 A<. 2 AK16 2 5 a<1 1 1 3 7 A<. 6 aS<7 A<. A<1 T<7 1 A<. 2 3 A<1 A<1 Bc<4 HcK6 A<. a<1 A<. 1 aK<8 A<+ 3 a<8 3 AnQ2 A<. 2 a<1 1 atK7 A<. 7 2 1 7 e<10 e<9 e<8 A<3 10 10 5 10 X<12 a<3 A<. 1<6 8 AQ7 10 9 6 AR<24 VG11 A<3 w<4 A<. 0 7 A<. ABE<13 8E<9 A<• A<. A<. 5 Ah<16 4 AJ<16 A<1 A<. 4 6 A<. A<. A<13 13 aV<12 4 A<. 3 Don't know 1 A<. A<. ABCE<5 A<. A<. A<. A<. A<. A!C<8 A<. A<. A<. A<. A<_ A<. A<. A<. A<. AV<7 A<. A<. A<_ Mean Score 6.16 ACD<6.92 A<5.17 c<5.99 ACD<7.01AG<7.94 6.56 5.63 A<5_00 a<5.62 6.41AM<8.21 6.18 o<5.61 A<4.68 a<6.78 A<7.45 A<5.37 A<4.31 5 .73 6.42 a<6.83Av<7.87 Standard Deviation 3_137 2.699 3.162 3.350 2.764 2_886 2.534 2.687 3.302 3.155 3.517 2.180 2.822 2.596 3.125 2.594 2_998 3.079 3.373 3.673 2.662 2.801 2_406 Standard Error 0.178 0.348 0.368 0.318 0.346 0.566 0.435 0_527 0.477 0.429 0.466 0.455 0.441 0.445 0.494 0.410 0.670 0.411 0.795 0.456 0.392 0.409 0.584 88ZL 68913
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6-JON-1997 09:59 . VOLFiEN':115 DRI:372-60 P.TR SEQ4ENTATION STUDY : FPSAIE SMOM!'R3 AG@ 25-34 Table 128 Page 1a5 Q.13: Attribute Importance Patings : Low tar and maotine - Total NT 1QF ST SF IN1' EN1' IRF ENF IST EST ISF ESF ENFP ISTJ .... ITP..... .... flF..... .... ST..... .... SF.•-.. Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Cane 47 Other l7 Weighted Base 221 41> 65 63 52 . 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1mmn Ref>Versus Lower Case 80! Vpper 90% A S>ACDE CNBDE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AR R>AJ ZaAM ?flAL N>AO O>AN PN.Q QNIP R>AS S>AR ThAIT ST>AT V>AW W>AV 10 23 c<19 A<li ABC<32 CQ8 A<8 Fd3 A<4 Ah<13 AK<40 24 25 31 A<7 AA<39 20 14 AsQ2 A<4 A0<41 16 29 23 9 15 d<15 ADG22 A<8 14 AG5 F<18 19 a<23 A<6 10 aM<27 A<5 A<2 A<2 12 25 ASCl7 A<. II<11 A<3 15 11 8" 13 16 12 11 16 12 17 14 11 a<8 j<16 A<5 AL<23 17 11 0<19 AG3 13 a<6 A<7 T<19 14 25 7 10 7 E<14 e<11 A<5 A<1 F<10 AIC28 8 kQ5 7 9 A<3 a<5 Ati<22 q<9 A<1 9 AR<33 A<5 ATG22 W<7 AC. 6 6 5 6 6 6 5 5 A<i h<7 6 7 A<. L<10 12 8 3 p<15 6 6 4 10 W<7 A<. 5 13 aEC20 E<15 E<14 A<5 AG<43 12 18 14 A<5 AJ<25 7 A<4 AO<26 a<7 a<22 15 S<18 A<3 11 18 A<5 aC5 4 3 A<- a8E<6 BE<4 A<• A<. A<• A<. AFKB k<6 a<1 A<. A<* 4 1 A<. 1 2 ARC24 4 2 A<. 2 3 4 d<5 3 A<1 D<7 8 4 2 3 A<• 2 7 7 4 A<. 3ap<15 s<3 A<. A<* 2 5 a<15 2 4 2 abd<7 a<2 4 g<8 A<. 6 7 A<1 4 7 a<1 aOC12 A<1 3 A<. 6 9 2 A<1 2 11 1 3 2 2 3 4 g<7 A<. 3 2 1 5 m<9 1 3 2 A<. pG9 1 6 4 2 w<5 A<. 0 7 8 A<3 c<8 c<10 3 10 A<2 4 AK<14 A<• 5 a1<14 8 7 10 a<2 A<2 10 n<10 4 11 8 Don't know Mean Score 6.68 6.55 6.52 6.92 6.67 A<5.17 F<7.04 6.54 6.52 6.97 6.86 6.69 6_66 AC5.21aN<7.39 6.66 6.15 S<6.91 A<4.84 7.06 6_66 6.75 6.28 Standard Deviation 3.105 3.029 2.746 3.155 3_485 2.609 3.016 2.432 2.851 3.489 2.670 3.468 3.497 2_768 2.905 3.022 3.022 2.610 2.695 3.478 2.438 3.491 3.429 Starxia+-d Error 0.176 0:391 0_319 0.298 0_436 0.512 0_517 0.477 0.412 0.470 0.354 0.723 0_546 0.475 0.459 0.478 0.676 0.349 0.635 0.428 0_359 0.509 0.832 O6ZL 689TS
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• 6-JVN-1997 09:59 VOLREF:715 DRI_372-60 RJR SIXmet7TATIov STUDY Q.19, 19c: Rmson Doorway Most/Second Most Comprlling : The Dreemer/Optiaisvi- . Sample Base Neighted Base Sig Test Column Ret7Versus Lower Case 80% Upper 90! NET: CAPTION S Subnet: Door 7 captions Being optimistic/looking on the bright side _ Fantasizing about the future Being bit of adreamer Trusting my 'gut' feelings Looking for a better way/new possibilities All other door 7 captions Subnet: Door 4 captions Playing to win Subnet: Door 3 captions Planning for the future Subnet: Door 1 captions Being creative/imaginative NET: PERSONAL RESPONSE Fits my personality/lifestyle/ talks about qualities I possess Subnet: Door 7 responses I like/believe in being a bit of dreamer I like/believe in trusting my *gut* feelings I like/believe in being optimistic/looking on the bright side I like/believe in fantasizing about the future All other door 7 responses NET: TONALITY Interesting/kept my attention Subnet: Warm/£riendly/pleasant Felt good/happy All other tonality NET: PICTVRE All other picture Everything/the whole door is compelling . FF291LE 94DKEP5 AOt9 25-34 Table 108 Page 125 Total NT NF ST SF . INT ETiT INF IST FST ISF FSF F37FP ISTJ .... NT..... .... NF..... .... ST..... .... SF...._ 58 14 42 13 14 10 20 11 10 8 5 1 9 12 2 1 12 9 10 9 10 3 3 5 7 3 10 6 7 7 Cauc 12 13 Other 2 1 Caw 10 5 Other 4 5 Cauc 12 8 Other 8 3 Canc 9 8 Othrs 1 0 A B>AmE QAHaE D>ABCE E>ABCD F>AG G>AF I>AI IUAti J>A8 AAJ IJAM ADAL N>AO ONSN P>AQ 4>AP IUA.S S>AR T>A II LAAT V>Ap W>qV 56 75 65 54 16 42 79 100 61 46 81 1 40 41 58 76 69 38 95 39 91 15 100 56 75 65 51 16 42 79 100 61 46 68 1 40 41 58 76 69 38 95 39 81 15 100 16 41 . 10 1 8 45 . . 12 3 1 . . 12 40 69 . . 8 13 ~ 100 _ - 12 15 3 17 11 15 15 . 4 14 27 . 30 3 19 16 . 7 . 8 38 12 . 11 3 13 A<23 4 . 3 . 14 25 15 . 9 21 30 3 . 24 . 29 7 4 . 9 2 34 a<2 • 20 . 46 33 3 . . 1 _ . 2 . 8 63 . 7 • . 5 . 10 8 3 . . . 11 . 38 . 7 17 . . . . 21 . 30 3 . 6 14 5 A<. . . 15 54 . . . . - . . 15 . . 11 . . . . 1 4 - . . . 4 . . . . . . . . . 69 . . . . . . 1 4 . . . . 4 . . . . . . . . . 69 . . . . . . 1 . . 2 . . . . . . 9 7 . . 1 _ . 2 . . . . , , 9 7 . . • . . 1 . . . . . . 3 . . . . . . . . . 2 . . • . . 1 - . . . . . 3 . . . . . . . . . 2 . . 52 60 26 50 72 45 62 . 29 59 19 99 29 44 48 62 31 45 5 66 9 72 . 31 51 14 27 24 . 57 . 16 29 19 38 . 24 38 54 . 27 36 2 24 25 23 12 23 48 45 20 . 13 30 . 60 29 20 10 22 31 18 5 30 7 49 . 11 5 1 A<. 48 30 2 . 1 . . 60 29 2 _ 3 31 2 49 7 2 8 a<18 . 15 . . 9 23 . . . 14 3 2 . 16 . 22 7 . 6 14 8 A<. . . 15 . 9 . . . . 14 . 14 16 ' ' 3 3 . 6 . . 3 . . 7 . . . . 6 3 . . . 8 1 . 2 3 4 5 5 3 9- A<. 12 28 . . 10 . . . 31 15 . 3 . 17 . . . 12 . 2 . 9 . . . . . 10 . . . . 15 . . . 17 . . . . ' 1 3 . . . 28 3 , _ _ _ . . . 1 3 . . . 28 3 2 12 . . . . . . . 31 3.2 . 3 . . 3 12 . . . . . 15 . 31 _ . . . , , 5 . 12 . 3 _ . 3 12 . . . . . 15 . 31 . . . . . . 5 . 12 - . 1 1 . 1 . . 2 . . . 4 . _ . , 2 1 . . . OLZL 68'?;,
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6-JVN-199'7 09:59 VOLREF:115 WiZ:372-60 RJR SEMffiGTATZON STUDY :rEm*S' SMaEF'RS Af~'D 25-34 Table 131 Page 148 Q-13: Attribute Iaqaortaxce Ratings : Strong taste - - Total NT NF ST S£ IH2 FZ71' INF EN£ ZST EST ZSF ESF ENFP ISTJ ....NT..... .... N£..... .... ST..... .... S£..... Canc other Cavc other Cauc other Casx other Sample Base 310 fi0 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Loaer Case 80! VPper 90% A B>ACDE QABDE D>ABCE E>ABCD £>AG G>A£ I•DA1 3>AH J>AK IOA.7 IJAM ADAL N>AO O>AN P>AQ Q>AP R> AS S>AR T>A0 U>AT V>AW W>AV 10 11 A<4 8 Bc<14 a8c<17 6 A<3 11 7 14 14 13 a<20 13 9 A<1 p<14 8 9 16 11 a<19 11 9 7 C<11 A<1 C<9 C<10 AG<44 A<. 4 A<. 10 7 16 6 A<. NC7 aQ<14 A<. A<1 3 aOQ2 A<2 10 11 8 10 A<4 A<3 BC<11 ABCd<21 9 A<3 6 AC2 13 9 A<24 a<18 A<4 n<71 A<2 pO3 A<3 A<2 13 8 AW<23 8 7 5 aDe<9 D<6 A<1 3 12 9 4 7 2 A<• 5 a<2 A<1 2 aQ<12 A<. 7 4 A<1 A<1 a<2 10 6 4 E<5 E<7 E<5 A<• A<1 f<7 5 8 K<9 A<. A<* A<. 3 An<13 A<. AP<25 3 AR<24 3 7 A<' A<. 5 13 ACDE<24 12 12 A<8 A<4 A£<31 A<5 h<14 11 14 10 A<6 AO<25 9 AO<27 10 12 10 11 15 wG9 A<2 4 5 e<8 de<8 a<3 a<2 4 9 12 6 3 a<2 A<. 4 a<12 5 9 3 7 12 A<1 T<7 3 A<. 3 10 E<12 AE<17 E<11 A<1 a<5 f<14 a<23 15 k<14 a<6 A<_ A<2 13 10 Q<15 A<. AS<21 A<_ aU<17 A<. A<1 A< . 2 7 5 ab8<11 A<3 d<9 A<2 6 Ai<22 7 a<4 A<2 10 8 13 5 A<1 PG].8 As<13 4 A<3 A<2 6 av<23 1 6 4 3 5 AbCd<11 G<12 A<1 A<• h<5 3 7 AM<20 5 2 5 A<2 pC11 4 A<1 5 5 10 15 0 21 a<14 bQ3 B<24 18 A<3 F<18 A<8 aH<29 A<12 AJ<40 A<1 aK30 14 17 q<16 A<6 21 32 18 AT<35 17 22 Don't know 1 a<. a<. abce<2 a<. a<. a<. a<. a<. ak<4 . a<_ a<_ a<. aa<5 a<. a<. a<. a<. a<. AT<6 a<. a<_ Mean Score 4.55 C<4.71 A<3.69 C<4.72 AC<5.29AG<6.79 3.98 4.39 A<3_43AK<5.51 A<3.76 A<5.96 4.82 4.28 4.78 4.62 5.04 A<3.59 4.11AU<5.21 a<3.78Aw<5.56 4.02 Standard Devi.atioai 3.481 2.922 3.035 3.722 3.871 3.096 2.474 2.974 3.018 3.356 3.918 3.430 4.084 2.966 3.374 2.861 3.117 2.957 3.328 3.673 3.636 3.833 3.798 Standard Error 0.198 0.377 0.353 0.353 0.484 0.607 0_424 0.583 0_436 0_457 0.519 0.715 0.638 0.509 0_540 0.452 0_697 0.395 0.785 0.452 0.542 0.559 0.921 ~~?L ~~~LS
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6-JVN-1997 09:59 VOLREF:115 Ai2:372-60 RJR SEQMMATION STUDY : FENALE SMKERS A® 25-34 Table 133 Page 150 0.16a: Feature Importance Ratings : Less smoke given off the lit end of the cigarette as it busns in the ashtray Total NT NF ST SF INT ENT INF El7F IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cauc 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Cauc 47 Ottser 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Coluaa Ref>Versus Lower Case 80% tTpper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG ©AF H>AI I>AH J>AR R>AJ L>AM DDAL N>AO O>AN P>A4 Q>AP R>AS S>AR T>AU II>AT V>At7 W>AV 10 17 a<11 bG20 b<20 16 g<20 A<8 26 18 17 23 A<4 LC15 A<8 12 A<5 AP<35 17 ar<33 aiK24 12 18 11 9 15 A<8 a8UC20 a<11 Bd<18 A<3 9 A<4 AHC26 12 10 AM<34 A<8 oC20 a<9 a<9 A<3 20 24 11 12 15 avC33 8 10 10 13 9 8 A<1 F<14 16 12 iK15 A<2 5 11 A<22 A<22 q<12 A<3 aS<16 A<. A<5 T<16 a<10 A<2 7 12 13 11 8 d<15 A<. F<17 A<4 h<13 A<5 12 amC23 10 0<13 A<4 Q<16 A<1 12 6 U<12 AQ 14 20 6 6 C<10 A<1 C<5 C<10 4 a<12 A<. A<1 A<. aJ<12 A<. AL<16 a<2 A<, aQ<13 A<. A<1 A<1 a<3 9 aW<12 A<. 5 13 ACDE<27 10 A<8 12 AG<45 20 9 11 A<4 J<14 m<20 a<7 0<20 A<5 A<25 A<34 10 11 A<6 t<14 W<14 A<3 4 4 e<6 4 E<6 A<1 8 5 8 2 8 3 A<. 2 A<1 aN<12 3 ap<15 2 11 au<8 2 A<1 A<. 3 6 A<1 5<6 ABE<10 3 2 A<. 6 6 5 AJ<16 4 3 A<1 6 A<1 A<1 S<8 A<. 4 AT<20 a<2 7 2 5 A<. B<5 B<8 B<8 A<. A<. 5 5 ak<11 3 A<1 aL<12 9 A<15 A<. A<. 5 4 9 6 6 13 1 6 C<10 A<2 C<8 5 6 11 5 A<1 a<10 4 9 a<2 A<2 4 a0<12 A<. A<2 A<1 atK11 a<2 ta<6 A<. 0 6 5 7 e<8 a<3 10 3 ai<16 4 AK<13 AU. A<1 4 A<2 N<12 4 9 7 10 8 7 A<1 11 D ' k noa on t Mean Score 6.23 5.85 abD<6.69 A<5.73 bd<6.57 a<5_35 6.03 5_70AH<7_05 A<.5.30 j<6.28 6_68 6.49 0<6.70 A6.26 5.71 6.36 6.62 7.00 5.79 a<5.61 6.64 6.23 Standard Deviation 3.137 2.776 3.153 3.414 2.900 3.047 2.651 3.709 2.840 3.710 2.904 2.599 3.089 2.520 3.414 2.646 3.161 . 3.096 3.375 3.581 3.083 2_779 3.395 Standard Error 0.178 0.358 0.367 0.323 0.363 0_597 0.455 0_727 0_410 0_500 0_385 0_542 0_482 0.432 0.540 0.418 0.707 0.414 0.795 0.441 0.455 0.405 0.823 S6ZL 6$a!S 9
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0 0 _ 0 6-JON-1997 09:59 WIREF:115 DR1:372-60 RJR SP:Q4ENTATION STtlDT : FP2N1L8 SNSOPMR.S AC,FD 25-34 Table 132 Page 149 0.16a: Feature Iaportance Ratings : Less lingering odor left in the rcom after saokiag Total -IaT 27F ST SF IliT PN1' INF FNF IST FST ISF ESF F22Fp ISTJ .... NT..... ....NF..... .... ST..... ....SF..-.. Cam Other Cauc ot2xs Canc Other Canc Othaz Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 iieighted Base 221 41.-, 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colwm Ref>Versus Lower Case 808 IIpper 90% A B>ACDE CNBDE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AR 1DAJ L>AM 1.DAL 2DA0 O>AN P>AQ Q>AP R>A4 S>AR T>AO V>AT V>Afi ii>AV 10 17 A<11 a8<23 bQ8 16 g<20 A<7 26 21 a<11 aJf25 13 18 a<10 16 A<4 aPC33 20 A<35 19 15 16 18 9 16 Af5 8<21 B<18 B<17 A<4 A<6 12 ah<24 21 15 10 1<22 A<8 aC10 Aq. P<20 19 30 13 AT<28 16 24 8 17 aQ2 18 16 b<22 15 11 aiC19 14 20 12 20 24 0<26 A<5 12 11 Sd2 A<1 aU<25 A<2 24 14 7 10 11 10 9 9 A<3 F<14 A<i H<13 K<13 A<4 A<2 L<14 12 a<18 12 6 S<12 A<. 10 7 10 5 6 9 cC14 6 10 7 A<2 aF<I8 8 5 7 14 a<3 9 5 11 aQQ7 A<1 6 8 A<4 ATC22 8 a[3 9 aCQ5 A<4 a<9 9 AG<35 8 1<15 A<. 7 11 14 6 A<. N<9 AQ<19 A<. AC2 r<13 7 11 NQl A<. 4 6 ACD<13 A<2 A<3 aCD<11 8 A<16- 4 A<1 A<* J<7 AM<21 4 A<2 A<+ . 12 a<18 A<2 a<2 A<. T<9 7 AV<29 3 6 aDE<12 aDE<10 aE<3 A<. A<1 AF<15 A<. AH<13 A<2 5 A<. A<. AO<23 3 AQ<15 A<. a<11 5 4 a<3 A<. A<. 2 3 2 1 4 3 A<. 3 A<. 2 6 2 3 2 3 a<8 3 A<. 2 A<. 6 1 1 7 2 1 1 ABCE<5 A<. A<. 1 A<. 1 AA<8 2 A<. A<. 2 5 1 A<. 1 A<. AV<8 A<. A<. A<. 0 5 4 5 4 6 aGG13 a<1 5 5 4 3 aMt13 A<• 9 5 2 11 4 8 4 4 NC7 A<' Don't know Mean Score 6.77 A<5.77 ABC1.25 B<6.76 B<6.96 a<5.94 A<5.71 a<Z 50 7.17 6.58 7.00 A<5.78AL<7.77 A<5.83 6.46 AG5.39 P<7.18 a<7.19 7.54 6.67 6.92 6.97 6.88 Standard Deviation 2.812 2.563 2.802 2.929 2_664 3.076 2.354 2.510 2.895 3.035 2.771 3.167 1.861 3_129 3.062 2.173 3.305 2.733 3.068 3.121 2.533 2.657 2.693 Standard Error 0.160 0.331 0.326 0.277 0.333 0.603 0.404 0.492 0.418 0.409 0.367 0.660 0.291 0.537 0.484 0.344 0.739 0.365 0.723 0.384 0.374 0.388 0.653 t,6ZL 68°TC
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• 6-JOR-1997 09:59 4-13: Attribute •10+9' Importanoe Ratings WLRFl:115 DR2:372-60 R7R SEGffiPPAT2ON STODY : FP?ALE SMKF3 A® 25-34 Table 122 Page 139 Total 1PT NH' ST SF IRT PNf INF f3NF IST !ST ISF ESF FNFP 2STJ .... NT..... .... NF..... .... ST..... .... SF..._. Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 43. 34 40 Canc 40 Other 20 Cavc 56 Other 18 Cauc 66 Other 46 Cavc 47 Other 17 Weighted Base 221 61 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1t=n Re£>Versus Lower Case 80% Opper 90! A 8>ACDE C>A8S)E D>ABCE E>ABCD F>AG G>AF FDAI I>AFI J>AtC 20AJ L>AM 2DAL N>Ap O>AN P>AQ 0>AP R>A4 S>AR T>AII II>AT V>AW Ti>AV Easy to drav/pull smoke through the 37 At22 B<39 S<37 AB<66 g<3d A<18 Ai<53 34 33 41 AMC70 29 A<23 a<27 At23 A<19 37 47 38 35 42 An< 68 filter lwll bodied tobacco taste 30 C<33 A<19 c<29 AbCD<45 AG<6d 22 A<11 A<21 A<17 AJ<43 AM<67 30 AQ6 A<17 29 Ap<69 A<19 aQ8 27 31 A<a3 A<Sd Light taste 22 cQ3 AQ3 CQG AC<31 a<12 f<27 2<25 A<9 21 28 A<38 27 16 A<11 QG27 A<8 AQ5 A<9 aII<30 a<1II 30 a<39 Low tar and nicotine 37 34 33 40 . 42 A<13 F<61 A<2d 36 ak<46 33 a<52 36 A<10 2K60 33 38 5<39 A<d AV<52 A<19 44 34 Price 42 A<23 B<d3 AB<69 B<d6 A<15 A<27 35 46 Ak<55 41 47 45 AC29 aHG52 A<2d A<21 43 45 49 49 45 52 Smooth taste 63 64 aG57 AbCE<75 57 a<75 60 1<72 A<51 a<72 A<80 AM<78 A<d2 58 66 Q<70 A<60 5<62 A<31 AII<83 62 A<50 A1'<87 Strong taste 18 I5 A<9 abC<23 ABC<27 AG<50 A<3 15 AC7 25 21. 29 26 13 17 15 14 A<9 13 AII<28 13 A<28 22 t8ZL 689iS
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6-JON-1997 09:59 VOLREF_115 Mt2:372-60 R7R ShYME7a1'ATIOH STUDY :+EMP*E SMO1Q~RS AGP9 25-34 Table 135 page 152 0•16a: Feature Iaporta~e Ratings : Less stale cigarette taste in your mouth after smoking Total NT NF ST SF INT P2iT INF P37F IST ES•T ISF ESF ENFP ISTJ ....HT..... .... NF..... .... ST..... ....SF..... Canc Other Cavc OYher Cauc Other Cauc Other Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1umn Ref>Versus Lover Case 80% LJpper 90% A B>ACDE CSABDE D>ASCE FJAHm F>AG G>AF fDAI I>AH J>A2C 1UAJ L>AM M>AL N>AO O>AN P>AQ 0>A2 R>AS S>AR T>ASJ V>AT V>Ai7 W>AV 10 28 22 bD<33 A<21 bD<34 AG<44 A<14 AI<53 26 A<17 26 _ 20 AL<44 25 A<17 24 a<15 28 AR<56 _ a<21 20 34 30 9 21 A<11 aB<28 B<23 19 13 A<10 17 Ah<32 aK<30 A<13 22 17 A<8 NQ3 a0<13 A<2 AS<32 a<10 23 22 19 19 8 8 aCD<15 6 A<5 d<11 8 a<17 4 6 A<3 8 16 7 0<12 A<2 12 a<23 S<7 A<. 6 A<3 9 20 7 4 3 4 5 4 A<. 4 5 4 5 6 6 4 7 7 A<. aP<15 S<5 A<. 5 6 5 3 6 6 A<• a<3 ABC<12 8<7 A<_ A<1 5 a<3 a<12 a<12 mG14 3 5 4 A<1 A<. A<< R<16 AU<16 4 7 7 5 15 ae<21 14 14 12 19 22 9 16 a<9 j<19 9 14 aO<25 10 A4<27 A<1 s<16 A<6 a<10 t<20 12 12 5ACdE<11 AC1 5 a<2 2 AF<15 A<. 3 R<9 A<1 A<. 4 3 an<12 9 a<18 A<1 8 7 2 A<1 8 6 acD<12 5 4 5 4 af<15 A<1 h<7 A<2 6 M<13 A<. 0<11 a<3 10 a<18 6 4 4 4 F7<7 A<. 2 1 2 a<• ace<3 1 3 1 1 A<. 1 a<5 A<. 1 A<. 2 2 A<_ A<. 2 1 at<7 1 A<. 2 1 a<1 AbC<5 2 A<. 1 A<. 1 a<7 2 A<_ 3 A<. AN<10 1 A<. 1 A<. 4 a<6 2 A<. 0 D 't k 3 2 4 4 3 g<8 A<. 4 3 k<6 a<1 a<1 4 3 a<10 A<• p<9 s<5 A<. 3 6 3 2 an now Mean Score 7.16 A<6.49 A8D<7.71 A<6.71 aBD<7.57 g<7.39 A<6.18Ai<8.36 7_47 a<6_57 6.88 7.28 aQ_77 6.72 A<5 .94 6.67 A<5.85 a<7_61 a<8.13 6.94 A<6.29 7.51 7.84 Standard Deviation 2.857 2.802 2.716 2.985 2_712 3.242 2.556 2.582 2.725 3.157 2.741 2.390 2.897 2.706 3.467 2.718 3.008 2.756 2.492 2.791 3.268 2.799 2.237 Standard Error 0.162 0.362 0.316 0.282 0.339 0.636 0.438 0.506 0.393 0.426 0.363 0.498 0.452 0_464 0_548 0.430 0.673 0.368 0_587 0.344 0.482 0.408 0.542 L6ZL 589I5 •
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6-701Q-1997 09559 4-30: Cigarette Issues Agreement Ratings : Bottom-2 8oz Samj.le Base Weighted Base Sig Test Column Rtf>Versus Lower Case 80! IIpper 908 I enjoy the ritual of smoking. It's something familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjoyable moment even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity Ienjoy smoking when V. rushed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking around them thinking through a problem WLREF:135 DEtI:372-60 RJR SEQdf1'ATI~i STODY : s'RKar-r_ SMOMMS A® 25-34 • Table 93 Page 107 Total NT Ia' ST Sr IlaT ENT INF ENF IST EST ISF ESF E[7Fp ISTJ .... NT..... .... IPF..... .... ST..... .... SF..... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cauc 40 32 Other 20 9 Canc 56 53 Other 18 12 Canc 66 41 Other 46 22 Cavc 47 43 Othdr 17 9 A B>Af9E C>ABDE D>ABCE FJABCD F>AG ©AF MAI I>AH J>AR II>AJ y>AM 1DAy N>AO O>AQ p>AQ Q>AP R>AS S>AR T>AU V>AT V>AW W>1yV 9 AG2 be<8 ABMQ9 A<2 A<. AG3 8 8 AX<25 12 A<1 A<3 A<3 AN<24 A<• pQ0 8 6 AVt24 10 Al < 5 13 cE<18 10 ACE<19 A<8 8 f21 16 a<8 Ak23 13 A<3 10 A<3 a19<22 18 18 10 7 AQ2 13 A<6 13 9 AcDE<20 dE<SI A<5 A<4 AG<45 12 7 13 6 A<4 A<l 6 AO<24 9 15 AF<39 S<13 A<2 A<l T<12 A<4 AQ 14 ADE<24 aE<19 E<12 ACL a<7 AF<30 AI<34 14 11 13 A<. A<3 A<3 N<16 a<24 a<27 16 Ar<33 10 16 A<. Vc10 14 AGE<25 E<12 acE<19 A<4 AG<49 16 A<3 Fi<15 Ak<23 13 A<l A<6 17 21 A<25 26 S<14 AG2 16 A<25 A<2 11 11 aDE<16 ADE<17 ae<7 A<2 6 af<20 6 AK<20 7 7 A<_ A1<4 a<20 11 13 ApC28 AS<20 A<. n<10 A<3 A<3 AQ 11 ACE<24 A<3 ACE<17 A<2 A<3 AF<31 I<11 A<. AK<27 A<4 A<. A<3 A<. AP<24 AQ6 15 As<3 A<. AV<26 A<1 A< 2 A<. 19 ACDE<36 A<13 19 a<13 A<1 AF<48 A<2 H<17 21 15 A<7 17 A<3 aH<30 A<38 27 15 A<7 a<13 aT<29 A<6 AV<4 5 28 23 A<20 ABCE<42 26 AG5 F<29 26 A<18 A<41 A<42 21 29 A<6 AN<49 a<19 pG37 A<16 R<37 AV<48 31 25 29 9 AdB<17 e<10 e<8 A<3 A<1 AF<22 17 7 8 9 A<_ 1<5 A<2 1Q<12 a<18 13 11 4 9 8 A<2 10 Z'-,-ZL 589T5
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' 6-JUN-1997 09:59 VOLREL^:115 DRI:372-60 RJR SE241a1 ATI0N STUDY : SAAHIItS AG29 25-34 Table 136 Par 1S3 Q.16a: Feature Importaaoe Batiags : Less msightly ashes that rem+;^ after smokia . g Total NT NF ST SF INT BiT IIn, B7F ZST EST iSF ESF ISTJ .... NS'..... .... NF..... .... ST..... .... SF..... Cam Other Cana Other Cauc Other Cauc OthRr Samp1e 8ase 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 3.7 tieighted Base 221 41 65. 63 . 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co1uffi Re£>Versus Loaer Case 806 Vpper 90! A B>AmE C>AWE D>ASCE F>AHCD F>AG GpAF FDAI DAX J>AK lOAJ IJAM LDAL tDAO 0>AN 2>AQ Q>AP R>AS S>AR T>AII SAAT v>Aw V>Av 10 15 12 14 15 19 21 a<9 21 11 i6 14 10 AL<26 12 14 12 r<26 V<20 A<6 18 26 9 10 d<10 8 A<4 At,CDC19 A<* F<i4 A<3 h<10 ACt aG5 aQ2 aQ7 A<. A<4 21 7 9 4 a0<5 A0 AWQ2 5 8 6 5 5 7 6 A<1 6 6 5 a1Cdi A<1 7 5 9 7 6 a<1 6 4 7 6 A<7 A-" 7 7 AQ b<8 B<9 bC7 A<. a<3 A<1 H<10 A<2 AJ<18 7 7 9 3 s<9 a<2 aIIG12 4 5 aT<19 6 7 6 9 8 5 6 5 A<. H<12 10 7 9 A<2 Ao<23 11 4 13 S<ii A<. 10 6 a<8 11 5 12 CE<16 A<6 ACEC24 A<2 AG<40 8 a<6 A<6 A<23 A<24 A<* A<3 7 AliC3d q<19 7 A<5 8 A<20 A<30 A<1 6 4 5 adE<9 dE<7 a<3 A<1 6 10 AI<17 3 3 3 2 A<1 2 4 3 AP<29 8 4 V<4 A<. A<2 A<. 3 6 A<1 B<7 8<6 B<8 3 A<1 A<1 Ei<9 5 7 aM<18 A<1 4 7 A<1 2 AQ AR<35 Ad aT<12 ..C9 2 2 6 AC17E<16 6 A<3 a<3 3 AF<21 9 5 a<3 a<2 A<. 1<5 7 3 A<16 15 4 r<15 a<3 a<2 A<2 7 1 9 11 11 6 8 a<3 f<14 a<19 8 7 5 A<1 1<13 15 10 QG14 A<. S<13 A<2 AC4 t<11 8 8 0 Dosi't know 18 a<12 20 16 b<22 17 a<10 17 21 18 15 24 20 15 13 13 a<9 a5d4 A<1 13 22 23 16 Mean Score 4.93 4.63 4.59 5.07 5.42 4.97 4.51 4_28 4_71 5.00 5.16 5.21 5.57 4.46 4.50 4.54 4.96 4.44 5.27 AV<5.77 A<3.79 5.38 5.65 Standard Deviation 3.595 3.383 3.600 3_317 3.983 3.259 3.418 3.760 3.533 3.415 3.186 3.738 4.139 3.234 2.769 3.482 2.964 3.653 3.271 3.273 3.000 4.039 3.702 Standard Error 0_204 0.437 0.418 0.313 0.498 0.639 0.586 0.737 0.510 0.461 0.422 0.779 0.646 0.555 0.438 0.55 1 0.663 0.488 0.771 0.403 0.442 0.589 0.898 BGZL 689TS
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51089 7296 8L9"0 ZL9'0 9T5'0 9TII'0 £i9'0 LS£'0 £8L-0 ZL4-0 S89'0 984'0 LT4"0 TL9'0 880'0 ZZ9'0 S6E'0 LOS"0 DZS'0 9£9"0 56£'0 £Z£'0 4T£'0 Z04'0 8LT'0 3ozzg PiaPncaS 96L'Z Z£Z-E L69'E 8LE'E 66S'Z SL9'Z EOS'£ 986'Z 690'£ S£8"Z 899'Z LIZ'£ E89'£ 6ZT'E 8£L'Z S8S 'Z £S0'£ T9Z"£ Z9T'£ TZD'£ 869"Z 0TT'£ LZT'£ uorieTnaQ P3pulr4S £T"9 L£'9 9Z'9 £Z'9 Z9'L>sKL4'9 60-5>II T9'S>p Z9'9 ZT'9 9£'L>'IHZB'4>V 89'S>Y 89"9>X 89'9 89'9 8£"S>Y 98'S ZE'9>Q 9Z'9>Q 89'9>fi¢ 0S'S>Y SZ'9 azooS ucWAl i O nou TT L S L T>v Z>Y LT>Y 6 T>4 Z>Y T>v 6T>F1Y £T>LY T>v T>7 9 6 9T 8>J 9>3 Z>Y TT>' 9 { 1. i Q 0 Z £ 8 9 '>Y SJS ">Y Z 6 L S>T ">Y L 9 9>H '>Y T>f £ £ L>HQ D Z>Y 9 T '>Y Z 9 9 '>Y 9>S '>tt T>v Z ZT>oFt £ '>7 9 9 9>H .>Y '>Y £ Z S>9 S>4 T>v £ Z '>Y 6>tl Z>Y £T>AQ ST>= £>7 £Z>dY L IT 4 '>tl LT>Fi¢ T>v ST>YY S 9 ET>3 £ L 6 S 0T 8 E S 6 LT>SK Z>Y Z>Y T>v 92 6T>Y II>Y Z>rt £>p 9T>M ET>rQ £>4' T>v T>v £Z>3Y S 8>, L>' T>v 8T»QJV 8 4 OZ 0T 6 9>Y 02 ST L 9T SJY 9>Y Ei 0T IT>[ D>Y 8 OE>IV LT 8 ZT L>4' 9T>P 9T>P TT S £>p 6 £>Y ZS>A ">Y 9DS* '>Y TT>b 8T>Y TT 6 L 9>Y ZT»L £T £T 6 L 8 6 £T 6 0T 9 8Z>AY T>v Z>Y T>Y T>v 6>S £ TT>b T>v SI>0II L 9 .>Y Z>Y 8 L T>v Z£>91t 9>P T>v 8>Q 6>Q 9 L 9T £T £>Y ZAA SZ>II 9T £>Y Z>v 9T 6Z>OY 8'PIY L 9>W 0T TZ>" 9 Z>ri Z>K £T>8 8>8 LT>Qfl7 Z>tit TT 0 S TT £T 9T 9I LI 9T>d T>v 6 S>Y 8 £T £I 91 6T>p 6 S>Y 4>Y 0T ST>H 9T>fi 4>it ZT 6 T174 SZ>d Z£>Y ZZ ££Nd TDY 9T TZ LZ>ti 0T>Y Z£>2tf 8>Y SZ 9Z ZT>Y 9Z 0Z 6T £Z 9=2 ST>Q 0Z TZ 0T AY'Gf MY<A iY<A AYGZ ZiYGS SYQf dKb oKd HYCO OYQi 1YQd Si'dCI r7Od Y7Gr HYQ O,SYCd 308Y<Q 3Q8Y1D 30DkK8 Y 806 Za&lII 808 -Q'J =aN07 sns.xapt.-Rt -TOJ 3-S bSS 6 £7 ZZ TY ZT £S 6 ZE £Z SZ T£ TZ 8Z SE 84 LT 0£ TT ZS £9 S9 T4 IZZ --QH Po'3*i6?+tl Lt L9 99 99 $1 99 0Z 09 O4 9E T9 £Z LS SS 89 9Z 4£ 9Z 99 ZTT DL 09 0T£ QsQH aTawS Tb,42O a"g'j maR4O onmo ~q3o ~~'3 ;+R70 ~'3 ~.... .----ax-- rZS2 d3Cr3 353 3SZ SS3 SSS 3!II 3!II ieII SNS 3s SS 3H Sei T-mOS Ixxrys pav -yve sada 04- 0a axoms sSWI : SB-L» ~=~Z amn4va3 =p9T'0
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6-JUN-1997 09:59 vOLREF:115 DRI:372-60 RJR SEM42iTATION STUDY : Fk29iLE SMOIGFR.S A® 25-34 Table 129 Page 146 Q.13: Attribute Inqaortance Ratings : Price Total NT HF ST SF IHT EBT IN8 ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... ....ST..... .... SF..... Sanple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavo 40 Other 20 Cauc 56 Other 18 Cauc Other 66 46 Cauc 47 Otter 17 Weighted Base - 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ret7versus Lower Case 80e Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD H7AG G>AF fDAI I>AH J>AK K>AJ IJAM M>AL N>AO O>Att P>AQ Q>AP R>AS S>AR T>AU U>AT V>AN V>AV 10 26 21 29 25 25 A<5 FC26 29 29 22 30 a<16 1<32 23 27 21 19 27 a<41 28 20 25 27 9 16 A<3 8G1.4 ABC<23 B<21 g<9 A<' Ad H<17 AK<34 a<10 Am<31 13 A<5 N<24 AC3 A<2 S<16 A<4 20 A<29 20 25 8 7 ACDC15 A<3 5 c<9 9 A<18 5 A<2 7 A<3 am<17 4 4 A<3 AQ<20 A<. A<3 5 7 A<2 9 9 7 11 9 A<6 A6 ABCD<25 a<5 11 A<3 a<7 A<]. J<11 16 A1<32 0<11 A<2 10 5 aS<7 A<. A<1 T<14 AW<31 A<. 6 4 2 4 5 5 6 A<1 aI<14 A<_ 4 6 A<1 1<8 A<. n<6 A<1 8 3 7 3 8 3 13 5 10 ADE<18 E<13 E<7 A<1 AG<48 7 a<4 AH<17 a<5 11 A<. A<1 AO<21 6 AQ<22 AQ 9 AR<31 A<4 T<14 A<1 A<. 4 4 ade<8 4 2 2 2 af<11 A<. h<5 3 a<1 3 1 9 4 2 AP<32 s<4 A<. 3 a<1 3 A<. 3 1 1 1 a<. 1 a<. I a<. 2 a<. a<. 3 a<_ 2 a<. 1 a<. 1 4 a<_ a<. 1 a<. 2 4 aD<8 3 A<]1 d<4 A<. aF<10 6 2 a<1 A<_ m<9 a<1 3 2 a<9 3 3 4 a<1 A<. 5 3 1 5 e<4 E<5 aE<8 A<1 7 3 AI<17 A<1 9 7 A<_ A<1 2 5 a<2 p<14 6 4 AU<12 A<` A<l A<. 0 10 10 AbdE<17 e<10 A<4 a<5 11 16 a<17 10 10 a<4 A<4 18 13 9 10 AS<21 A<1 U<13 A<3 A<2 v<15 Don't knov 3 1 A<1 ABCE<8 1 5 A<. A<. 1 5 Aj<12 A<. 2 2 7 A<. 6 a<i A<. A<8 a<8 A<. 7 Mean Score 6.59 A<5.85 a<6.06 Bc<6.83ABCd<7.57 a<5.55 5.95 A<5.38 6.32 6.89 6_74 7.29 A<7.78 A<5.52 6.67 q<6.14 A<4_73 A<5.84 7.03 6.40AT<7.60 A<7.67 7.10 Standard Deviatian 3.435 3.271 3_815 3.539 2.567 2.475 3_492 4_016 3.706 3.567 3.499 2.812 2.358 3.570 3_716 3.191 3.339 3.956 2.933 3.976 2.368 2_314 3.549 Standard Error 0.198 0.426 0.450 0.342 0.323 0.495 0.599 0.788 0.546 0_490 0_476 0_586 0.373 0.621 0.603 0.504 0.766 0.538 0.691 0.497 0.361 0.338 0.887 ;SZL 5g9iS
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6-Jtlii-1997 09:59 WLREF:125 DRI:372-60 RJR SIX2MTATIOA STUDY : xn&*" SMOR'RS AM 25-34 4.16a: Feattae Importacce Ratings : No pesticides ahm tobacco is grown • Table 140 Page 157 Total- NT NF ST SF INT EN1' IItF ENF IST EST ISF ESF ENFP ISTJ .... IPl..... .... NF..... .... ST..... .... SF..... Saeple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cavc 40 Ot2er 20 Cauc 56 Other 18 Cano 66 Otter 46 Caua 47 Oth-ar 17 Weighted Base 221 41 65.. 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Co2umn Ref>Versvs Lower Case 808 Upper 908 A 8>ACDE CpABDE D>ABCE £JABm F>AG G>AF FD•AI I>AH J>AR AA7 L>AM LDAL 27>AO O>AF P>AQ 0>Ap R>Aq S>AR T>AV V>AT VNW N>AV 10 33 A<20 aB<39 b<31 B<37 A<16 a<22 33 a<41 27 36 35 39 0<36 AQ1 A<16 p<34 34 AR<59 30 32 38 32 9 19 19 18 17 21 A<4 Fd4 AI<35 A<12 19 14 AMC40 A<8 A<8 A<9 19 19 18 16 20 a<12 15 Av<51 8 12 AQ 8<13 8<12 A8<19 A<3 A<2 A<4 FK17 a1K19 A<4 18 aQ0 A<5 N<19 Ad A<I S<16 A<. 11 14 AX<23 A<. 7 3 3 3 3 5 5 2 2 3 a<1 5<6 3 6 6 2 3 2 s<4 A<. 3 4 5 5 6 3 3 A<- ACe<6 2 g<8 aQ 1 A<• AK<9 2 1 2 A<- AN<13 3 A<. A<. 3 AV<8 1 2 2 5 12 ACMQ9 11 a<8 A<5 AG<50 a<21 A<. H<15 A<5 j<12 A<. L<9 AO<27 a<7 AQ<34 9 11 13 A<6 11 A<6 A<2 4 4 2 A<1 2 ABCD<10 A<. 3 5 A<. k<4 A<. 2 AL<14 A<. n<6 A<. p<7.0 2 A<. u<3 A<. Ar<11 3 3 3 e<6 3 e<4 A<1 A<. £<8 A<. h<4 A<1 AJp A<. 2 3 A<1 6 6 s<3 A<. A<- AT<12 A<- 5 2 3 2 e<5 E<4 A<• A<. 3 aiQ2 2 4 4 1 A<. 3 6 1 5 5 2 u<6 a<1 A<< A<. 1 3 1 A<. ABCE<9 A<. A<. 2 A<. A<. 5 Aj<13 A<. A<. A<. N<8 2 A<. A<. A<. A<8 Ad0 A<. A<. 0 6 ADE<13 E<7 E<4 A<. a<14 a<12 8 6 K<7 A<1 A<. A<. 10 9 a<12 14 7 8 5 3 A<. A<. Don't know . . . . . . . . . . . . . . . . . . . . Mean Score 7.26 A<6.03 Bd<7.58 ab<6.91ABcD<8.26 A<5.53 A<6.21 7.39 7.65 7.07 a<6_71AM<8.89 7.84 6.73 A<6. 12 A<5.92 6.44 7.44 8.20 6_96 6.80 A<8.18 A<8.64 Standard Deviation 3.095 . 3.353 3.087 3.320 2.028 2.904 3.480 3.420 2.954 3.205 3.449 1.339 2.295 3.340 3.418 3.228 3.752 3.079 3.047 3.317 3.322 2.055 1.849 Standard Error 0.176 0.433 0.359 0.314 0.254 0.569 0.597 0.671 0.426 0.432 0.457 0.279 0.358 0.573 0.540 0.510 0.839 0.411 0.718 0.408 0.490 0.300 0.448 ZO£L 689-rr'
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53089 7301 OT5'0 £T4'0 £T9'0 LL£'0 9L6'0 £7E'0 LD8'0 T£S'0 08L-0 £09'0 OLL'0 89y'0 66E"0 86£'0 904'0 TS9 '0 ST9'0 8LS'0 ZPE'0 Z8Z'0 99£'0 L99"0 9LT'0 SOxx3 P3ePuw4S £OT'Z Z£8'Z £08'Z L90'E 6ET"9 69S'Z L8L'£ SS£'£ 9£0'£ 6bE'Z TTO'£ £9Z-Z ETO'E 4S6"Z £T8'Z ZZ£'£ 98S'£ LV6'Z 6£L'Z £86'Z T96'Z 094'£ 560'£ ~?3e?~~ P~'~S LT'8>Y 6Z'L 98'9 8Z'L>e I8'S>Y £0'L>5 S6'9>Y LS-S>V 99'9 69'9 OZ'L 08'L>e 96'9 SZ'L 06-9 SS'9 9T'S>7 ZZ'9 S9'L»fl'd ZT'L>fi T8'9>8 94'S>Y 6L'9 u O-'S ueaYi Z T>Y £ S 8Z>2iFl '>Y 6Z>dY 9 4 pe .>Y £ L Z>e L>H '>7 £I>p L AV S» S TT>3PY S sOm[ 3.c:OQ 0 '>4l S>o Z>e T>v Z 9 '>h' 9T>b7 £ Z>Y S Z T>Y Z>e T>v LT>I7 LT>3Y '>7 D T>v S>P £A3Qz1t S T '>1 L>MY S Z '>Y .>Y '>Y '>7 S>LZ '>Y OT>RV '>V £ £ '>V T '>Y '>Y 9»He £>OH .>V '>Y Z Z '>\t '>Y 9 L>e Z Z OT 9 OT>!Ie .>Y '>Y '>Y 9 8>e .>tt 9 £ ZT>be ">'d 9>3ot Z S>3 £ £ II>a 8>Se .>7 '>Y 9>S '>Y '>Y L ZI>Y 9 T T>v S>X 9>ii T '>Y '>tl 9>4 £>H S>g '>Y £ 9 S>V S>tl TT 8T ZT 8T 8 Z£>01t EI 8Z>OV 7>Y L>Y OZ ZT 9T 6T £Z L£>'d S>Y ST>3 LI>3 LZ>34ov SI S £Z?ne 8 .>Y Z>Y Z>Y 4I>Se 8T 8 T>v Z>ri 6 ET Z>7 T>v YT>He 4 ZT>3 £>e OT>0 T>v TT>Q 0T>0 8 9 '>K 9S>AY S S OT L 9 .>Y OT £T OT 4T Z>Y G 6 £ Z>V Z>Y TI>P8e S 8>fi Z>Y L L S £>Y T£>SY 6 9 T>v 9 9 ST>tIe Z>Y S T>v 9Z>1V OT T>v 4 9>3 'Yd £>Y LT>30fl'a Z>Y 9 L 8 ZS 0£>Y II>e TINI '>Y 6ASY Z>Y L>7 6>K S£>04' OZ S9>Y8f 9>Y ST>x 9Z>e 6I T>v ZM OE>08`t TT>Y 4Z>OH e 9>Y 8T 6 ££ £Z 8T 6£>117 8E>= 8T>Y ZZ £Z 9Z>ti S>V Z£>T ST>Y 6Z 9£>e 6T 8Z IIZ LT SZ Z£»RV ZZ ZZ SZ 0T A't<M !lY<A S'd<R BY<S 73Y<S S'd<li dFKO 0Y<d lttKO Oit<N 'Mo( SiKCi L1tdi YV<r Ht1<I IYQ; dY<9 9tK. 3 OoflSiCd 3J91f<0: 30HYG0 30NKfi V 906 -ddII 608 -e'J zaM02 scuaaA<3o2I -ToJ 4-S b?S 6 £D ZZ T9 ZI £S 6 Z£ £Z SZ I£ IZ SZ SE 89 LT 0£ TT ZS £9 59 T4 TZZ asefi PQv3*ib?atl LT L4 9> 99 8T 99 OZ 09 OD 9£ T9 EZ LS SS 84 9Z 4£ 9Z II9 ZTT 9L 09 OI£ ascg alaceS 3"R'30 --WJ +0 ocsw) zeq,4O xe'J sWLA0 --ckeJ ""'58.... ..... 3lI"-- -----11---- rZSi d.IIII 8Sd dSI ,L43 JSI 3tII dbiI T.£ti 7.eII 3S iS 3H StI Ie30i aa2azeFiTo aty uc sanT-4'SPpe 09 : ssucyeg 0xm3oduI unacag :e9T•0 98T abed 6£T aT4eS 9£-SZ 0'wN SKmiOm 3'P&Zd3 = 7CZOdS tiOISYIBwww KCtt 09-ZL£=I1iQ STT=83T106 65=60 L66T-NIIC-9
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6-JUN-1997 09:59 VOZRPF:115 DRI:372-60 RJR SEGffi7TATION STT7DY : FEM*S' 3MOFIILS AGE6 25-34 Table 123 Page 140 Q.16a: Feature '10+9' Importance Ratixxfs Sample Base Weiqhted Base Siq Test Columm Ref>Versus Lover Case 808 VPper 90% Less lingering odor left in the room after smoking Less smoke given off the lit end of the cigarette as it burns in the ashtray Less smoke to make eyes water and sting Less stale cigarette taste in your mouth after smoking Less unsightly ashes that rema after smoking Lowest in carbon monoxide Lowest tar and nicotine content No additives in the cigarette No pesticides when tobacco is grown S8ZL 68° ~S Total NT NF ST SF IIiT ENT IIiF IIJF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF----- ._..b'P__... ....SF.--.. 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cauo 40 32 Other 20 9 Catx 56 53 Other 18 12 Cauc 66 41 Other 46 22 Caw 47 43 Othl.r 17 9 A B>ACDE C>ABDE D>ABCE E>AB® F>AG ©AF FDAS I>Afi J>AK K>AJ L>AM NDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 34 A<16 AB<44 B<36 B<33 24 A<13 38 A<46 33 40 23 1<40 A<19 NG36 A<6 AP<53 39 AR<65 32 a<43 31 42 32. A<19 ABd<41 B<31 B<35 24 A<17 30 A<44 29 33 38 33 28 AC21 A<14 P<38 37 Ar<57 34 a<24 33 44 33 a<24 31 ABc<40 32 23 25 33 30 a<43 37 a<21 L<40 A<14 N<36 A<22 32 27 r<47 38 A<45 W<36 A<16 49 A<33 ABM61 b<43 B<53 G<57 A<24 A<71 a<57 47 a<39 41 al<60 A<33 40 AQ<37 A<17 A<60 a<65 44 42 53 4 9 . 25 23 22 A<t9 ABCD<38 21 23 23 21 19 19 32 A<42 A<9 A<8 23 21 20 30 U<25 A<7 A<40 31 45 ACL4 B<42 B<45 ABCD<64 A<13 Af<27 i<55 38 a<37 AJG57 AM<82 50 A<18 aN<35 A<25 A<17 45 a<29 u<50 3 7 AW<71 a<29 37 A<17 B<34 aB<42 ABC<49 A<11 A<19 i<48 a<29 35 AJ<51 a<51 a<48 A<8 N<30 A<19 A<10 34 35 43 39 A<49 50 44 A<28 3<45 B<43 ABd<55 39 A<25 47 45 k<50 a<35 A<61 51 40 a<32 A<30 A<24 47 38 U<51 A<29 a<53 A<64 51 A<39 B<57 48 aBd<58 A<20 F<46 A<67 53 46 50 AM<75 47 45 A<31 A<36 P<53 53 AR<75 50 44 53 AV<83 0
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6-JVtJ-1997 09:59 VOLREF:115 DRI:372-60 RJR SEGtSA17TATION STUDY : FP1dAIZ SMOKERS A® 25-34 0•30: Cigarette Issues Agreement Ratings : Top Box Sample Base Weighted Base Sig Test Column Ref>Versus Le.er Case 80% Upper 90% I enjoy the ritual of smoking. It's something familiar that I do on aany occasions throughout the day Smoking a cigarette can make an enjoyable mommt even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accosqalished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity I enjoy smoking when I'm rushed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking aroiuid them I enjoy a cigarette when I'm thinking through a problem Table 142 pa9e 160 Total NT 2tF ST SF IliT EN1' INF F27F IS2 ESP ISF ES? Fd1Fp ISTJ ---- NT..... .... IPF..... .... ST..... .... SF..... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cauc 40 32 Other 20 9 Caix 56 53 Other 18 12 Casx 66 41 Other 46 22 Cauc 47 43 Otbrs 17 9 A B>A(DE C>ABaE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AK SUAT IJAM Y9AL N>AO O>Att P>AO 4>Ap R>AS S>AA T>AU U>AT V>Ati W>AV 47 . 49 46 49 42 AG<76 40 A<19 aF3G56 53 43 42 43 A<64 54 44 APCJ0 46 45 41 AT<63 45 a<32 44 A<28 B<46 B<47 aB<51 C,<49 A<20 A<21 AH<56 48 45 Am<62 43 A<66 A<59 A<31 A<16 48 40 a<37 AT<64 A5 K55 32 44 A<31 ASE<55 BE<48 A<33 38 A<29 a<57 A<55 49 47 A<27 37 36 AH<57 A<29 37 A<56 52 46 53 A<31 42 49 47 46 48 54 52 45 Ad9 H<52 48 48 55 54 48 43 46 50 S<50 A<27 50 45 aa<58 36 46 C<53 A<37 c<46 C<51 a<31 AF<60 A<23 H<42 42 51 38 A1<59 A<19 N<47 49 A<65 A<32 R<55 41 at<56 53 3 9 48 A<32 ABe<56 aBe<54 b<44 g<44 A<28 59 55 47 AJ<63 a<33 1<51 46 51 A<24 ap<63 a<55 57 43 AT<73 44 4 5 47 a<38 aBd<54 42 b<52 aG<61 A<30 A<22 AH<65 A<35 J<52 42 a<58 Ao<68 51 A<32 aP<62 49 AR<75 A<26 AT< 71 52 48 38 A<19 aB<45 AHe<46 B<36 aG<53 A<7 A<23 AFK53 a<47 46 *_<46 a<29 AO<71 42 AG13 p<41 39 AR<73 a<48 4 5 ?+<42 A<7 35 A<26 aB<41 b<36 32 AG<64 A<12 26 AH<47 31 41 A<20 L<41 AO<49 26 a<26 26 40 47 28 AT<49 35 a<21 50 44 ABD<59 45 50 G<61 a<38 A<35 AH<67 48 42 51 49 AO<76 55 43 46 54 AR<80 A<39 T<56 W<54 A<28 SOEL 589T9
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51689 7292 SPD'0 ' T££'0 ' S8£'0 ' SZZ'0 ' PO£'0 ' ZP£'0 " S9S'0 ' 9EZ'0 ' 00P'0 OP£'0 £9E"0 L9£'0 89Z'0 ZT£'0 PL£'0 Z9Z'0 P8Z'0 08P'0 6LZ'0 80Z'0 LLZ•0 SPZ'0 LZT'0 xo .zz3 P=vPuw4S ££8 T ' 99Z Z ' ZT9 Z ' SZ8 I ' 68Z T • Z95 Z SZS Z Z6P T 0£S'Z T86'T 9Z£'Z 8SL•T SZ0'Z ZTE'Z Z6S'Z L££'T 659'T 9PP'Z S£Z'Z L6I'Z 08£'Z S68'T 0£Z'Z vOZi2?1+a0 pzap[xe'3S 00 6>A Z6 L>Q 90 8 ET 6>OY96 L ST'8 8Z'L>Y 66'8>OY 8Z'8 90'8 05'L>Y 86'8>KeS6'8>Y 65'8 T8'L>Y L6'8>III£9'8 Z9'8 TI'8 SL'8>30Y ZT'8>Y £9'8>~ 6£'8 a.zoos cxea{y '>!i I I 'Ytf '>Y S>SQ '>Y '>Y •>Y '>Y '>Y Z .>p .>Q 9>FIv '>Y '>Y '>Y T .>Y P>CPBe '>Y Z uoctX 3. uo0 0 T T '>Q •>Q 6>dQ '>8 T •>Y '>Y •>F I T '>Y •>Q '>Y L>bY ->a I '>g Z T T S . ~ . . . . . . Z . . . . . . OT>IY E Z a>Y '>Y '>Y ET>tM Z •>Y '>Y ~ Z 6>W I '>Y '>Y '>Y I '>Y 9»8Y T>Y '>Y Z Z £ S>rY •>Y '>Y Z '>Y '>Y . '>Y '>Y L>Td '>Y '>Y '>Y '>Y I '>Y I P>O-lQQ '>Y . a T P .>V 8T>!lY ZAS £>Y '>Y ZpS 9 9 P>Y TZ>OY 5Z>RY a>Y L S £T>H '>Y 8>d '>Y ST>08Q 9>Y OT 9 6 S '>Y 9>d £ '>Y '>Y Z LZ>a5t '>rt £ >Y 9 P '>Y Z +>Y S S L S>P T>Y T 9>B £ 9 L T>Y 8 P>p 8Z>UY 6 T>Y £I>O S PT>o P>Y '>Y L P>Y £T>Y TT PT>d '>Y Z>Y S ET>30.Y TA3 8 L .>t 8'PtlII P>Y S>Y L£>8Y 6 8T OT 6 9>Y 9T ST E>ri L>Y 91 TT £T 0T ST>Q S>Y PT>Q ZS>p ZT 8 9£>AY TT 8>Y ST>n OZ 8T 6I OT OT LZ>OY 9>Y 8Z>y1Q ET ZT LT ZZ OT 6T ST ET 8T ZT ST 6 TS 6£>v PS 89>nd 0DY SP>S TZ>Y 09>Op SS>H ZE>Y S£>Y OS L9>Y 09>Y P£>Y OS>t 09 9s TP>II £9>3J41f 8£>tt ZS» 6P 0T AYQf "<A iY<A RY<S tiY<S SttQI d1K0 OY<d HY<O OY<PI `Mai IiYCI rYdi Y7<r HY<I IY<i 3Y© 91Kd 6D84C3 208Y<Q 3=~O 30DY<8. Y 606 -dd[7 408 -Q'J -wo'Z Sfts-MA<30'8 UMIo'3 3mS b?S 6 £P ZZ TP ZT £S 6 Z£ £Z SZ T£ TZ 8Z SE 8P LT 0£ TT ZS £9 99 TP IZZ asvg Pa3si8gw LL LP 9P 99 8T 9s OZ OP OP P£ TP £Z LS SS 8P 9Z P£ 9Z P9 ZTT 9L 09 OT£ A asvg aTdoc¢S 0CsJ ~Y30 =W3 xQti0 ~QJ meq,40 =IIJ ... .~.... ...... . .. .....~.... rTSI d3fII 3S3 dSZ 7S3 SSI jaz mII dKi SNI 3S SS dDi SN I~4OS LgT °6v3 0£T aTQaS aiswl R3oaaS : s6src;~2 aoa¢Z~I ~'3n4'F~3Y =£T•a P£-SZ 037Y 889IOM5 3'IWCi3 =.SOOTS NOISYSe3M= UCii 09-ZL£-I= SII="nOA 65=60 L66T-lttlt'-9 .. • • ~
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6-JUN-2997 09:59 VOIdffiF:115 DRI:372-60 RJR SPJC>•~41aTATION STUDY : FB93.E SY10POELS A® 25-34 Table 143 Page 162 Q.30: Cigarette Issues Agreememt Ratings : Top-2 Box SamFrle Base Weighted Base Sig Test Colvmn Ref>Versus Lower Case 808 Upper 90% I enjoy the ritual of smoking. It's sc®ething familiar that I do on maay occasions throughout the day Smoking a cigarette can make an enjoyable moment even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I'me aceomplished some task I®ovld be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from so®e activity I enjoy smoking when I'm rnshzd and have lots to do I can think of many times when non- smokers have beea rude to me because I was smoking around them I enjoy a cigarette when I'm thinking through a problem Total 1iT NP ST SF IlPP FNf INF FNF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Cauc 40 32 Other 20 9 Cave 56 53 Other 18 12 Cauc 66 41 Other 46 22 Cane 47 43 Other 17 9 A B>ACDE C>ABDE D>ABCE E>ABCD E7AG G>AF FDAI I>AH J>AX R>AJ L>AM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AX W>AV 74 73 76 a<69 77 AG<89 67 66 h<80 a<65 73 76 78 o<78 A<61 71 79 76 77 A<60 AT<85 AW<85- A<42 62 A<52 61 b<65 8<68 55 a<51 A<30 AH<72 57 AJ<76 A<76 63 A<76 63 a<53 50 63 52 61 At<73 69 62 69 A<50 B<70 a3<74 B<74 A<41 A<54 ai<81 66 Ak<79 68 AM<88 65 A<53 AN<82 A<50 a<53 72 58 AU<80 64 a<7 7 61 67 c<64 A<50 aC<73 ABCD<85 65 63 A<35 Ax<56 69 A<78 AM<94 A<78 a<56 67 62 71 As<54 A<35 A<77 66 Aw<8 7 72 63 61 AG51 aC<68 AbC<73 A<44 F<68 i<65 A<46 65 a<72 63 A1<80 A<27 N<64 60 67 A<48 61 a<70 64 A<76 63 72 AG59 B<74 B<76 B<76 A<50 a<62 75 73 74 79 Am<85 69 68 67 A<55 - 71 70 AR<90 76 - 76 76 72 71 A<56 B<71 B<72 AB<80 aG<82 A<47 A<38 AFK84 A<59 AJ<87 AM<91 72 Ao<84 69 A<52 69 67 AR<89 a<62 AT< 89 A<82 71 - 55 A<31 3<60 LIC58 aBG62 aG<67 A<18 A<36 An<69 55 a<53 Am<72 56 AO<82 49 A<26 P<48 54 AR<87 a<62 52 At?<68 A<34 48 52 48 46 48 AC<80 42 37 52 46 47 41 53 0<58 a<38 52 52 47 51 a<40 aT<58 50 42 . 73 66 72 68 ABCD<86 aGc85 A<60 A<44 AH<82 70 67 AM<94 80 a<83 73 65 71 69 r<84 a<64 t<76 AW<90 63 GO£L 68°ZS
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~ 6-JV1P-1997 09:59 Q.13: Attribute •10+9• IagorT.ance Ratings • vOLREF:115 DRI:372-60 R.7R SEMENMION STUDY :PEMh= 34OKERS AGED 25-34 • Table 147 Page 167 Based on Non-Menthol Smokers Total NT !Q£ ST SF INt ERI ZNF p27B IST SST ISF £SP' E1iFP ISTJ .... NT..... ....Hf..... .... ST..... ....5£..... 3ample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Canc 28 Other 7 Cava 39 Other 5 Caoc 39 Other 18 Cana 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Ref>versus Lower Case 80% Vpper 908 Easy to draw/pnll smoke through the A 34 B>AfTR; AQ4 OABDE A8D<45 DNBCE bG27 E>ABCD a$d<42 F>AG 8 ©AF A<15 Fi>AI 63 I>AH 39 JS71LC 33 AAJ A<19 IJAM AM<64 bDAL 24 N>AO 24 O>AH AQ6 P>AQ Atl5 QN1P 6 R>AS a<43 S>AR 53 T>AU Q<35 U>AT A<12 V>AW a<43 X>Av 28 fiiter Full bodied tobacco taste 29 27 A<19 28 AbCd<43 67 aG19 5 23 a<19 aJ<41 AM<63 27 a<18 aQ7 20 76 22 1 25 35 A<42 46 Light taste 24 27 AQ5 21 ACd<34 8 30 35 A<9 kC27 AQ3 33 34 18 A<6 30 . 18 . Od9 A<5 31 59 Low tar axd nicotine 37 37 37 Ad6 aD<46 4 -44 33 38 K<45 AQ A<55 39 A<3 a27C23 34 58 43 . iKII0 A<- a<47 33 Price 41 A<24 B<48 b<39 B<46 14 Ad6 34 a<52 aK<53 A<19 44 47 32 43 A<24 21 46 59 37 42 45 53 Smooth taste 60 ce<65 A<49 ABCE<82 A<50 97 59 72 A<42 A<86 A<77 atd<74 A<31 a<44 AN<78 69 41 57 7 ASK92 65 A<45 100 Strong taste 15 10 A<6 bCQ0 ABC<26 60 A<. 8 A<5 AA<30 a<8 a<28 25 12 11 12 . A<7 . AII<29 A<3 AQ9 2 ZTEG 689TS
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6-J0B-1997 09:59 0•13, 16: Cigarette Attribute/New Feature Impostance Segments Based on Noai-mrsithol Smokers Saaple Base Weighted Base Sig Test Coismn FLmvexsus Lower Case 80% Vpper 90% (1) Wants lor tar/nicot.ine, light taste, no additives (2) Wants less snoke/ashes/odor/ after-taste (3) Wants full body/stroag/smooth taste, no pesticides/additives • VOSREF:115 D81:372-60 RJR 3lXGM 1TAS10R STODY : F2Qr-*' S?f02QRS A® 25-34 Table 149 Page 159 Sotal NF ST SF ZNT IIiT ZRF II" ZST ES? ISTJ ....N2..... .... RF..... ....ST..... ....SF..... 181 153 35 31 44 48 57 34 45 di 14 5 21 26 1a u 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Cauc 28 27 Other 7 4 Cano 39 40 Other 5 7 Caoa 39 22 Other 18 12 Cane 37 37 Ot2ilr 8 4 8>ACDE C>ABDE D>ABM bABCD F>AG G>AF MAl 1>AH J>AK lOAT L>M ?DAL N>AO O>A1P P)AQ Q>AP R>AS S>AR T>AV II>AT V>AiT fl>1yv 41 35 45 35 45 18 39 44 45 A<19 AJd7 a(58 37 31 Ad7 34 41 a<51 6 40 aQ7 40 94 44 37 50 42 45 9 42 45 52 aRf57 A<23 33 1<53 A<63 A<64 34 56 43 93 38 51 49 4 15 ACE<28 A(5 aCe(22 11 72 19 12 A<3 24 20 12 10 A<5 19 A<32 3 A<6 1 23 22 12 2 ~?~L 589T,
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6-JUN-1997 09:59 l Brand Attrib R U t ti VOLRF.F:115 DRI:372-60 RJR SEQgSiTATIOH STUDY :FEMA*s' SdOID:RS AGED 25-34 Table 141 Page 158 sua a ngs u e Q.14: Total NT NF ST SF INT ENT INF F1PF IST EST ISF ESH' FNFP ISTJ .... NT..... .... NY..... .... ST..... .... SP..... Saaple Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 Cam 40 Other 20 Cauc 56 Other 18 Cauc 66 Other 46 Cauc Other 47 17 Weigtted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Col~ Ref>Versus yover Case 80% Upper 908 Is too smooth A 5 B>ALSSE c<4 C>ABDE A<. D>ABCE ABCE<13 F.>ABCD c<3 F>AG a<2 G>AF 5 FDAI A<. I>AH A<. J>AK AK<20 K>AJ 4 IJAM 7 DUAL A<t N>AO A<. O>AN AN<30 P>AQ A<1 4>AP aP<18 R>AS A<. S>AR A<. T>AU a<10 U>AT At<19 V>AW W>AV A<1 v<15 Has just the right amosait of 86 d<86 ABDE<95 Af77 85 AG<97 82 A<97 A<94 A<71 J<85 76 1<91 AOG700 A<68 89 75 AS<99 76 A<76 79 8 6 77 smoothness Is not smooth enough 9 10 a<5 10 c<12 A<1 F<13 A<3 6 10 10 18 8 A<* A<2 11 7 A<1 aRC24 aU<14 A<2 13 8 Too much full bodied taste 9 10 6 c<12 7 6 11 A<2 8 10 14 4 9 a<4 n<14 9 14 A<1 AR<32 au<15 7 7 5 Just the right amovnt of full bodied 89 89 Ade<93 87 86 90 88 A<97 92 89 85 aM<96 A<79 Ao<96 86 89 86 AS<99 A<68 85 92 84 .K95 taste Not enough full bodied taste 2 1 A<* a<1 ABCD<8 4 a<* A<* A<* a<1 I A<_ AL<13 a<* 1 2 A<. A<* A<. A<* 1 AW<9 A<. Too little tar and nicotine 2 2 2 3 3 g<6 A<. A<* 2 2 4 7 A<. 4 4 2 A<_ A<* 8 A<* AT<9 A<. aV<15 Just the right amrnmt of tar axA 80 AC9E<89 78 80 77 84 A<91 72 80 82 78 75 78 AO<95 75 A<90 85 s<81 a<64 U<85 a<71 77 77 nicotine Too w.xh tar and ntootine 17 A<9 BQ0 b<17 B<20 10 A<9 27 18 16 17 19 22 A<2 N<21 A<8 15 19 28 15 20 ti<23 a<8 Too easy to draw smoke through 7 A<1 ACL ABCE<17 5 A<. A<2 _ i<6 A<* A<19 A<14 7 a<3 A<* AN<27 A<2 A<_ A<1 6 A<16 A<18 A<2 v<17 filter The right level of ease of draw 86 ADE<93 aDE<90 a<81 a<79 A<97 a<92 80 Ah<94 a<78 84 aM<93 A<70 AO<100 A<68 AO<98 75 AS<96 A<66 84 a<76 80 75 Too hard to draw smoke through 8 6 d<8 A<2 AScD<16 a<3 7 14 6 A<3 A<2 A<. AL<27 A<_ xK4 A<1 AP<25 A<4 AR<28 A<* t<6 A<18 8 filter Taste too strong 9 A<4 8 ABCEG16 7 A<2 5 5 9 a<16 a<16 A<. L<12 A<. N<11 A<1 PU.6 A<3 AR<28 AU<21 7 W<9 A<. Has the right level of strength 87 ADE<.96 ADE<92 a<83 A<80 A<97 A<95 93 91 83 81 78 82 AO<100 88 AO<99 84 AS<96 a<72 A<79 T<90 A<76 AV<100 Taste too light 4 A<* A<* a<2 ABCDG12 1 A<. 2 A<. Atl. 3 AM<22 6 A<_ A<1 A<* A<. A<1 A<_ A<1 3 AW<15 A<_ Z@EL 689?S
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6-JUN-1997 09:59 WLREF:115 DtI:372-60 RJR SEGbffiaTATION STVDY : Ff24UE 3MOP0?iLS A® 25-34 Table 148 Page y68 4-16a: Feature '10.9' Inportance Ratings Based on Noo-Meaithol Smokers Total NT NF ST IST Eb2 ISF ESF ENFP ISTJ ....NT..... ....NF..... . ....ST..... ....SF..... Sangle Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cavc 28 Other 7 Casu 39 Ottxr 5 Cauc 39 Ot1xr 18 Catx 37 Ot21et 8 Feighted Base 153 31 48 34 41 5 26 ll 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Siq Test Colmmn Ref>versus Lover Case 80! Vpper 90% A 87AmE C>ABDE D>ABCE E7A8CD F>AG G>AF FI>AI I>AH J>AR X>AJ LNhM hDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>A0 V>AT V>AW 87AV Less lixVeruag odor left in the room 33 A<12 AEae<49 B<29 3<34 17 A<11 43 AG51 34 a<22 23 1<42 A<16 n<37 A<3 79 a<44 79 28 31 32 52 after smokiag Less smoke given off the lit end of the cigarette as it burns in the ashtray Less smoke to make eyes aater and 31 34 A<14 A<23 ABDG46 b<37 A<21 bG37 ffiK35 36 10 4 A<15 27 29 38 A<52 37 25 AR<56 A<14 A<11 33 a<20 37 aL<48 0<33 A<16 A<. N<46 A<11 A<20 38 41 38 34 93 59 tK28 37 A<6 36 36 39 28 sting Less stale cigarette taste in your 51 A<30 Affi7E<71 a<41 B<51 66 A<23 88 A<66 R<58 A<20 a<37 L<62 A<32 49 A<33 6 A<70 79 45 a<34 52 . 41 mouth after smoking Less unsightly ashes that remain 27 21 26 a<20 ABO1X40 5 24 29 26 24 A<14 26 AL<50 Ao<10 A<. 22 17 24 40 V<28 A<3 A<44 after smoking Lowest in carbon monoxide 47 A<26 B<46 b<40 ABCD<70 12 A<29 62 41 a<34 49 AM<92 54 A<12 A<21 A<27 20 48 40 U<52 A<19 A<74 _ 34 Lowest tar and nicotine content 38 A<18 B<39 B<41 AS<50 9 A<19 63 32 41 41 46 AG54 A<6 N<34 A<20 3 39 41 43 38 AG52 34 No additives in the cigarette 42 A<21 3<42 3<39 ABoD<58 33 A<18 38 44 aKC55 A<17 A<61 A<57 o<31 AU.3 A<23 6 43 40 AV<58 A<2 A<58 64 No pesticides ahen tobacco is qroaa 53 44 b<60 53 54 23 49 72 56 49 58 AM<72 a<40 ao<40 A<19 A<39 82 55 85 aV<65 A<29 51 88 zT FL 689IS
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S 6-Jtli7-1997 09:59 9OLRFS':215 DRI:372-60 FJR SEMENS'ATION STUDY : Mea*E SMOXERS AGE9 25-34 Table 138 Page 155 0 16a: Feature Importaace Ratin s : Lo..est tar and nicotiex Content . g Total NT NF ST SF INT P2aT IliF ENF iST EST ISF FSF 82gP ISTJ .... NT..... .... NF..... .... ST..... _...SF..... Cauc Other Cam Other Caw Other Caac O1-11er Sample Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 40 20 56 18 66 46 47 17 Weighted Base 221 41 65 63 52 11 30-> 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Column Ref>versvs Lover Case 80% t)pper 90% A 8>ACDE GABDE D>ABCE F.>ABCD F>AG GQAF 2>AI DAH J>AK tDAJ 7JAb1 2YDAL N>AO O>AN P>AO Q>AP R>IIS SN1R T>AV Vh4T V>AR M>AV 10 23 A<4 B<25 BG27 aB<30 A<9 AQ 24 25 22 Aj<34 19 A1<37 A<• N<20 A<2 AQ0 25 25 ALK33 17 27 A.K45 9 14 13 a<10 15 cG19 ACt F<16 aIC25 A<4 13 17 Ati<31 10 a<8 10 ¢C16 A<_ 9 10 li at<22 aRK22 a<9 8 14 14 13 a<10 d<i8 8 17 11 13 10 10 18 19 12 ACJ 13 18 S<15 A<4 O<14 Ad 16 a<31 7 4 3 a<2 a<6 6 8 aGt 5 A<1 3 AJ<il 9 3 2 3 4 1 A<1 7 aII<9 A<1 w<7 A<. 6 6 7 aDBno a<4 a<3 5 8 A<. AH<14 5 A<2 AQ 5 ad5 7 6 11 7 ArC24 4 a<2 a<3 5 5 14 14 17 15 11 AG<29 a<8 13 19 k<19 a<9 8 13 A<31 A<26 0<16 A<4 19 11 A<8 AT<26 tW<13 A<. 4 8 Am£<19 AC1 CE<9 A<3 8 AF<23 A<- A<3 k<12 5 A<1 4 6 A<3 a<15 Ap<32 A<2 4 10 7 aw<4 A<. 3 4 aCE<9 aG2 5 2 AQ6 7 i<7 A<. 4 6 2 2 A<. n<4 a<9 8 A<1 4 a<1 aT<11 a<1 5 2 4 e<7 4 e<6 A<1 7 8 A<. H<6 7 4 3 A<• 10 10 9 3 S<5 A<. 6 6 A<1 2 1 3 A<1 ABdE<7 2 a<1 2 A<• 4 a<8 k<4 A<. A<. 2 A<15 7 A<1 1 6 10 2 4 A<. 7 0 6 DC9 D<8 A<2 6 7 10 12 7 A<2 A<1 9 4 A<1 3 8 11 sQ0 a<2 A<2 a<2 w<7 A<_ v D 't k on zo . . Mean Score 6_53 A<5.20 S<6.27 B<6.86ABCd<7.50 A<4.96 A<5.28 6.72 6.11 6_31AJ<7.57 a<7.37 A<7.59 A<4.86 n< 5.94 A<5.24 A<5.02 6.22 6.51AII<7.28 6.11 A<7.40 A<7.96 Standard Deviation 3.106 2.845 3.320 2.913 2.828 2.661 2.902 3.456 3.254 2.992 2.645 2.934 2.749 2.501 3.076 2.837 2.866 3.402 2.914 2.782 2.996 2.835 2.750 Standard Error 0.176 0.367 0_386 0.275 0_354 0.522 0.498 0.678 0.470 0.403 0_350 0.612 0.429 0.429 0.486 0.449 0.641 0.455 0.687 0.342 0.442 0.413 0.667 00EL b89TS
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6-7UN-1997 09:59 VOLREF':115 DRI:372-60 RJR SEQMEN2ATION STUDY : FFMA,LE St4OKERS AGED 25-34 Tab1e 150 Page 170 Q.13: Attribute Importance Ratings : Easy to drav/pull smoke through the filter Based aai Non-Mentt»2 Smokers Total NT NF ST SF IliT F7aT IlqF tNF IST EST ISF ESF FFFP ISTJ .... 2PP..... .... NF..... ---- ST..... .... SF.-... Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Caw 28 Other 7 Caue 39 Other Cauc 5 39 Other 18 Ca= 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Cohumn Re£>Versus Lover Case 80% Upper 90% A H>AmE C>ABDE D>ASCE FJABCD P>AG G>AF FDAI I>AH J>AK 2UAJ IJAM NDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>PSi W5,AV 10 13 A<6 A<7 aBCC20 a8CC20 3 7 29 A<l AK<28 8 a<27 15 A<2 7 a<7 3 9 . AU<29 A<2 a<22 - 9 20 A<8 A8DE<38 A<7 BD<21 4 A<8 35 A<38 A<4 A<.0 AM<37 A<9 22 a<9 A<8 3 A<35 53 A<5 a<10 21 28 8 16 a(gQ5 a<10 ce<22 a<11 7 a<29 7 12 ak<27 14 m<18 A<5 9 AN<36 21 53 12 . 16 a<31 11 • 7 7 4 A<2 ASCB<18 . 5 8 3 1 a<2 a<16 A<21 8 a<2 4 3 5 . A<2 . AV<28 A<• 5 2 6 10 aE<18 9 e<11 A<3 4 a<20 2 10 a<4 AJ<21 A<. 6 a<3 8 a<20 . 10 1 A<4 aT<25 A<4 . 5 16 16 LK21 A<8 d<18 57 A<7 1 A<27 A<. J<20 A<3 aL<29 AO<57 A<. 18 _ a<24 6 A<4 t<17 20 - 4 6 Ame<15 a<3 4 6 . A<18 8 A<1 5 A<2 A<1 1<9 a<2 9 A<17 . 3 . 5 2 3 34 3 2 2 ade<6 A<• 1 10 A<_ . a<8 A<• A<. 2 A<. A<. A<. 2 . A<. 40 A<. a<' A<' 6 2 3 1 A<. bC<6 bC<7 7 A<. . A<. 9 2 A<. aL<12 A<. AN<19 1 . A<. . 8 2 8 . 7 0 5 5 4 4 7 . 6 17 A<1 5 3 2 1<11 2 10 A<. 41 5 . A<1 t<10 6 23 Mean Score 6.70 a<6.14 b<6.94 b<6.96 6.62 A<5.33 6.30 7.15 6.88 7_18 6_67AM<8.36 A<5.30 6.25 a<5.71 6.32 a<4.80 7.05 6.34AU<7.42 6_08 W<6.86 A<4.24 Standard Deviation 2.712 2.401 2.562 2.565 3.123 1.843 2.468 3.603 2.140 2.892 2.011 2.033 3.162 1.951 3_223 2.016 4.028 2.486 2.878 2.430 2.582 2.996 3.386 Standard Error 0.202 0.406 0.386 0.340 0.466 0.493 0.538 0.963 0.391 0_567 0.361 0.466 0.620 0.436 0.782 0.381 1.522 0.398 1.287 0.389 0_609 0.492 1.197 ~TZL 689iq
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9 9 i 6-JOX-1997 09:59 WSdtEF:115 17FLZ:372-60 RJR SE(4•E2iSATIOA STtlDY : FPSYtiE SMOMRS A® 25-34 . Table 151 Baye 1,71 Q.13: Attribute Importance Ratings : Full bodied tobacco taste Based on Pon-M~ittwl Smokers Total NT NF ST SF IIiT E27T 2NF IItF iST EST ZSF E.SF ENlP ISTJ .... M..... .... 1QF..... .... ST..... .... SF..... Saqle Base 181 35 44 57 45 14 21 14 30 26 31 26 20 17 Cauc 28 Other 7 Cauc 39 Other 5 Cavc Othnr 39 18 C.hnc 37 Otlaes 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column, 8=f>Versus Lower Case 80! Upper 90! A B>ACDE C>ABDE D>ABCE E>ABCD £NUG G>AT tDAZ Z>AH J>AX R>AT tJAM 2DAL N,%AO O>AN PhAQ Q>AP R>AS S>AR T>AU tAAT V>AA V>AV 10 14 ACDQ4 A<2 C<11 aCd<22 56 18 4 AQ 12 9 19 aG24 AQ A<5 17 76 A<2 1 12 8 A<24 . 9 15 A<3 B<17 BQ8 SC21 10 A<1 1 22 A<7 AJ<32 AM<44 A<3 15 13 A<3 . 20 . 13 27 19 46 8 13 e<14 eQ5 E<17 A<5 9 15 34 9 AtK27 A<4 8 A<3 Af2 A<4 15 7 18 . aV<23 7 At5 2 7 5 7 4 5 6 2 8 - 5 4 5 A<. L<10 12 9 8 3 3 13 tK7 A<. 6 7 6 16 acE<25 11 acE<23 A<8 4 a<29 21 A<8 16 Aj<31 M<18 A<. 17 a<31 A<28 . 13 . 17 At<34 A<8 4 5 13 14 13 a<8 d<17 10 15 13 13 a<6 10 A<. AL<30 Ao<30 12 16 . 16 . A<1 TG20 15 34 4 5 A<1 bD<7 A<. aBD<9 4 A<. . 9 A<. A<. 5 a<12 3 A<. A<1 . A<1 40 A<. A<. a<10 . 3 2 2 ade<6 1 a<• . 2 26 A<. 1 A<. 1 A<. A<. 3 A<. 14 a<7 . 1- A<. a<* . 2 3 A<. A<* BC<6 aBCG7 . A<. . A<• k<9 a<1 3 a<10 1 ANG19 A<. . A<• . aV<9 A<. a<8 . 1 7 d<10 d<11 A<3 4 5 11 . a<14 A<. j<6 A<. 1<8 0<13 A<. 12 . 5 40 a<3 3 5 . 0 5 A<. ABDE<13 a<2 A<1 . A<_ . A<17 2 A<1 1 A<. 5 4 A<. . A<15 6 a<1 2 A<. 6 Don't know 2 A<. A<. ABCE<8 A<. . A<. . A<. AK<15 A<. A<. A<. A<. A<. A<. _ A<. . AV<13 A<. A<. . Mean Score 6_25 C<6.69 A<5.14 aC<6.87 aC<6.76AG<8.33 6.35 5.99 A<4.88 6.79 a<6.97AMC7.90 5.88 a<5_39 5.50 6.40AP<8.83AS<5.51 A<3.06 a<6.90 6.83 6.76 6_79 Standard Deviation . 2.955 2.680 3_192 2.483 2.833 2.532 2.584 2.136 3.408 2.553 2.396 2_248 2.922 2.672 2.625 2.583 2.419 3.184 2.315 2.640 2.198 2.862 2.521 Standard Error 0.220 0.453 0.481 0_332 0.422 0.677 0.564 0.571 0.622 0.511 0.430 0.516 0.573 0_598 0.637 0.488 0.914 0.510 1.035 0.428 0.518 0.470 0_891 0 rEL 68°4S
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6-JON-1997 09:59 VOLREE':115 D21:372-60 RJR SEQ4F27TATZON STVDY : sE.m*-F SMOXER.S At4;D 25-34 - Table 154 Page 174 0.13: Attribute Importance Ratings : Price Based on Non-Meathol Smokers Total NT HF ST SF INT Et¢T ZNF EtR' ZST EST ZSF ES£ ENFP ISTJ _...NT..... .... NE'..... .... ST..... .... sF..... Sample Sase 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Catx 28 Other 7 Cauc 39 Other 5 Canc 39 Other 18 Caue 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 31 4 Sig Test Column Ref>Versus Lower Case 80% t7pper 908 A B>AmE C>A9DE D>ABCE E>ABm F>AG G>AF fD'A1 Z>AH J>A1C AAJ IJAM 29AL N>AO O>AN PNaO Q>AP R>AS SN1R T>AU U>AT V>AS7 ti>AV 10 23 d<23 AD<32 A<10 D<24 9 26 30 a<33 A<5 j<17 A<7 AL<38 o<24 A<8 23 18 27 59 A<8 13 26 4 9 17 AQ B<16 ABc<29 B<21 4 A<' 4 19 AA<49 A<2 AM<38 a<9 a<8 aH<36 A<1 3 19 . AG29 28 19 49 8 8 AC<18 A<1 C<8 c<9 10 a<19 5 A<- 11 5 M<17 A<2 A<1 a<2 A<20 . A<2 . 10 4 9 6 7 12 o<9 A<2 c<8 AECD<30 - 11 4 A<2 A<_ J<20 19 A1<38 A<1 A<. 10 . A<3 . A<. T<24 A<33 . 6 3 a<1 A<. bC<6 bc<5 . _1 . A<. 6 6 1 1<9 A<. an<13 1 . A<. . 4 11 3 34 5 10 E<17 aE<16 E<9 A<. 64 7 . A<21 a<4 j<15 A<. A<. AO<30 9 a<19 3 12 40 a<5 t<17 A<. . 4 4 aDe<10 5 A<1 2 3 11 . 6 a<1 A<1 4 A<. ao<14 2 A<1 76 6 - a<1 A<_ 2 . 3 1 1 . . 1 . 1 . . . . 3 . . . 1 . . . . . 2 . 2 4 acD<9 a<1 A<• d<6 , a<11 5 A<. A<• A<. mG11 1 A<. A<. a<11 . 1 . A<• A<. 5 7 1 4 2 e<6 bE<8 A<1 . 2 26 A<' 11 4 A<. 1 A<• 3 2 . 7 . AU<12 A<. A<1 . 0 11 E<10 AE<19 E<13 A<1 9 10 26 17 14 12 A<. A<1 20 A<28 11 . A<22 1 aU<19 A<2 A<1 . Don't know 2 A<. 1 ABtE<8 A<. . A<. . 1 A<. AJ<19 A<. A<. 3 A<. A<. . 1 . AU<12 a<• A<. . Mean Score 6.53 5.95 6.06 6.27A3CD<7.72 5.45 6.05 A<4.43 h<6.57 6.44 5.99 7.29 A<8.05 a6.42 5.47 6.04 5.2 6 A<5.74 7.87 Ad.57 T<7.44 A<7.75 7.45 Standard Deviation 3.399 3.269 3.958 3.492 2.236 2.464 3.402 4.414 3.661 3.613 3.263 2.439 2.007 3_554 3.903 ~ 3_361 2.380 4_069 2.620 3.993 1.949 2.248 2_092 Standard Error 0.255 0.553 0.604 0.471 0.333 0.659 0.742 1.180 0.680 0.709 0.606 0.560 0.394 0.815 0.947 0.635 0.899 0.660 1.172 0.648 0.47 3 0.370 0.740 6TP-L 689t5
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6-JCRi-1997 09:59 VOI1iEF:115 DRI:372-60 R1A SF.Q4f2iTATION STUDY : FEMA7E SHt0KER5 AC,SD 25-34 Table 137 Pa9e 134 4-16a: Feature Importance Ratings : Lo+.est in carbon monoside Total NT NF ST SF INT ENT INF ENF - IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... sg..... Samp1e Base 310 60 74 112 64 26 34 26 48 55 57 23 41 34 40 C. 40 Other 20 Caw 56 Other 18 Canc 66 Other 46 Ca.x 47 Other 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colvmt. Ref>Versus Lover Case 80% Vpper 90% A 8>ACDE QABDE D>AHCE FJABCD F>AG G>AF FDAI I>AH J>AK K>AJ L>AM M>AL N>AO O>At7 P>AQ 0>AP R>AS S>AR T>AtT U>AT V>AW W~-AV 10 23 a<16 b<27 b<25 22 A<7 f<19 28 27 23 28 a<13 1<29 A<10 a<15 a<16 15 28 26 atK32 A<13 w<25 A<21 9 21 A<8 Ab<15 B<20 ABCD<41 A<6 A<8 1<27 A<10 A<13 aJC29 AM<69 22 A<8 n<20 A<9 A<2 SQ7 A<3 18 24 AW<46 19 8 14 d<17 d<16 A<9 14 A<1 aF<22 16 16 %<15 A<1 a<7 1<20 17 21 Oc20 A<3 14 27 U<13 A<2 10 AV<33 7 7 E<9 e<6 aE<21 A<1 Ag<20 6 5 7 9 a<13 A<1 A<2 0<11 A<1 7 ap<20 7 4 9 a<14 A<2 A<. 6 5 4 6 4 4 G<12 A<1 A<. fi<8 5 4 A<. L<8 9 3 2 10 s<7 A<1 4 6 sK5 A<. 5 11 ACDE<25 e<10 e<8 A<4 Ag<38 a<21 A<. H<14 A<5 j<12 A<2 A<5 AO<26 7 AO<29 12 10 9 A<5 t<14 An<4 A<. 4 5 6 3 4 8 4' 4 7 3 2 5 3 2 2 O<6 A<. A<1 AR<28 3 4 A<1 aV<18 3 4 3 d<6 2 5 A<. 4 A<• aH<9 A<1 4 A<. L<8 AO<13 a<2 A<. P<13 aS<8 A<_ A<_ T<6 3 13 2 2 1 A<' ABCe<5 1 A<. 1 1 A<' AR<8 a<• 3 A<. A<_ AN<12 1 1 a<' A<. A<6 2 1 1 1 4 AcDE<11 E<4 ae<2 A<' A<. AF<14 AI<16 A<. 2 A<1 A<_ A<' A<. 3 a<9 a<15 5 2 a<1 2 A<' A<. 0 5 a<2 aC2 ABCB<10 3 g<7 A<. 2 2 A8<14 4 A<1 4 An<14 A<. P<9 2 2 a<8 A<13 2 5 Don't know Mean Score 7.06 A<6.20 B<7.14 6.81A8CD<7.95 A<5.72 a<6.37 7.22 7.12 A<6.24 J<7.53Am<8.46 7.60 A<6_16 A<6. 00 aq<6.49 A<5.12 7_21 6.85 U<7.23 A<6.04AW<8_25 6.55 Standard Deviatio¢t 2.950 2.846 2.828 3.305 2.433 2.257 3.007 3.364 2.605 3.598 2.725 1.873 2.699 2.475 3.619 2.657 3.235 2.859 2.666 3.223 3.312 2.216 2.882 S*aTM+ard Error 0.168 0.367 0.329 - 0.312 0.304 0.443 0.516 0.660 0.376 0.485 0.361 0.391 0.422 0_425 0_572 0_420 0.723 0.382 0.628 0.397 0.488 0.323 0.699 55ZL 6 9
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6-JUN-1997 09:59 VOLREF:115 DRI:372-60 Rnt SIMAZRlATION STUDY : F82ALE SM0KER.S AGED 25-34 Table 121 Page 138 Q.16a_ Mean Feature Importance Ratings Total NT NF ST SF INT FNT INF E27F IST EST ISF ESF F27FY ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sample Base 310 s0 74 112 6d 26 34 26 48 55 57 23 41 34 40 Cauc Other 40 20 Cal Other 56 18 Canc 66 Other 46 Cavo 47 Ot2ser 17 Weighted Base 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 Sig Test Colu;mn Ref>Versns Lower Case 80% Upper 90% A B>A(9E C>ABDE D>ABCE E>isBCa F>lG G>AF H>AI I>AH J>AR R>AJ L>AM ADAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AV W>AV Less T:•ge^ ng odor left ia the room after smoking 6.77 AG5.77 AB<7.25 B<6.76 B<6.96 a<5.94 A<5.71 a<7.50 7.17 6.58 7.00 A<5.78AL<7.77 A<5.83 6.46 A<5.39 P<7.18 a<7.19 7.54 6.67 6.92 6_97 6.88 Standard Deviation 2.812 2.563 2.802 2.929 2.664 3.075 2.354 2.510 2_895 3.035 2_771 3_167 1_861 3.129 3.062 2.173 3.305 2.733 3.068 3.121 2.533 2.657 2.693 Standard Error 0.160 0.331 0.326 0.277 0.333 0.603 0.404 0.492 0.418 0.409 0.367 0.660 0.291 0.537 0.484 0.344 0.739 0.365 0.723 0.384 0.374 0.388 0.653 i ff th lit L k d f e g ven o e ess smo an o the ciqarette as it burns in the ashtray 6.23 5.85 abD<6.69 Ad.73 bd<6.57 a<5.35 6.03 5.70A8<7.05 A<5.30 j<6.28 6.68 6_49 0<6_70 A<5.26 5.71 6.36 6.62 - 7.00 5.79 a<5.61 6.64 6.23 Standard Deviation 3.137 2.776 3.153 3.414 2.900 3.047 2.651 3.709 2.840 3.710 2.904 2.599 3.089 2.520 3.414 2.646 3.161 3.096 3.375 3.581 3.083 2.779 3.395 Standard Error 0.178 0_358 0_367 0_323 0.363 0.597 0_455 0.727 0.410 0.500 0.385 0.542 0.482 0.432 0.540 0_418 0_707 0.414 0.795 0_441 0.455 0.405 0.823 Less smoke to make eyes water and sting 6.25 A<5.50 aB<6.68 M6.24 b<6.32 5.86 A<5.38 6.68 6_68 k<6_68 a6_68 A<4_82A1<7.36 6.12 6.62 a<5.61 a<5.09 6.47ArC7.62 6.23 6.26 6.37 6.13 Standard Deviation 3.127 3.110 2.698 3.421 3.162 3.241 3.053 2.585 2.738 3.129 3.683 3.217 2.668 2.835 3.069 2.986 3.503 2.675 2.599 3.378 3.497 3.232 2.796 Standard Error 0.178 0.402 0.314 0.323 0.395 0_636 0.524 0_507 0.395 0.422 0.488 0.671 0_417 0.486 0_485 0_472 0.783 0.357 0.613 0.416 0.516 0.472 0_678 Less stale cigarette taste in your mouth after smoking 7.16 A<6.49 ABD<7.71 A<6.71 aBDG7.57 gC7.39 A<6.18Ai<8.36 7.47 a<6.57 6.88 7.28 a<7.77 6.72 A<5.94 6.67 A<5.85 a<7.61 a<8.13 6.94 A<6.29 7.51 7.84 Standard Deviation 2.857 2_802 2.716 2.985 2.712 3.242 2.556 2.582 2.725 3.157 2.741 2.390 2.897 2.706 3.467 2_718 3.008 2.756 2.492 2_791 3_268 2_799 2.237 Standard Error 0.162 0.362 0.316 0.282 0.339 0.636 0.438 0.506 0_393 0.426 0.363 0_498 0.452 0.464 0.548 0.430 0.673 0.368 0.587 0.344 0.482 0.408 0_542 Less unsightly ashes that remain after smoking 4.93 4.63 4.59 5.07 5.42 4.97 4.51 4.28 4.71 5.00 5.16 5.21 5.57 4.46 4.50 4.54 4.96 4.44 5.27AU<5.77 A<3_79 5_38 5.65 Standard Deviation 3.595 3.383 3.600 3.317 3.983 3.259 3_418 3.760 3.533 3.415 3_186 3_738 4.139 3.234 2_769 3.482 2.964 3.653 3.271 3.273 3.000 4.039 3.702 Standard Error 0.204 0.437 0.418 0.313 0.498 0.639 0.586 0.737 0.510 0.461 0.422 0.779 0.646 0.555 0.438 0.551 0.663 0.488 0.771 0.403 0.442 0_589 0.898 Lowest in carbon monoxide 7.06 A<6.20 3<7.14 6.82ABCD<7.95 A<5.72 a<6.37 7.22 7.12 A<6.24 J<7.53Am<8.46 7.60 A<6.16 A<6.00 aq<6.49 A<5.12 7.21 6.85 UCT.23 A<6_04AW<8_25 6.55 Standard Deviatioai 2.950 2.846 2.828 3.305 2.433 2.257 3.007 3.364 2.605 3.598 2.725 1.873 2_699 2.475 3.619 2.657 3.235 2.859 2.666 3.223 3.312 2.216 2.882 Standard Error 0.168 0.367 0.329 0.312 0.304 0.443 0.516 0.660 0.376 0.485 0.361 0.391 0.422 0.425 0.572 0.420 0.723 0.382 0_628 0.397 0.488 0_323 0.699 Lowest tar and nicotine content 6.53 A<5.20 B<6.27 B<6.86ABCd<7.50 A<4.96 A<5.28 6.72 6.11 6.31AJ<7.57 a<7.37 A<7.59 A<4.86 n<5.94 A<5.24 A<5.02 6.22 6.51AU<7.28 6.11 A<7_40 A<7.96 Standard Deviation 3.106 2.845 3.320 2.913 2.828 2.661 2.902 3.456 3.254 2.992 2.645 2_934 2_749 2.501 3.076 2.837 2.866 3.402 2.914 2.782 2.996 2.835 2.750 Standard Error 0.176 0.367 0.386 0.275 0.354 0.522 0.498 0.678 0.470 0.403 0.350 0.612 0.429 0.429 0.486 0.449 0.641 0.455 0.687 0.342 0.442 0_413 0.667 No additives in the cigarette 6.79 A<5.44 B<6.81 B<7.12 ABc<7.45 6.22 A<5.16 6.55 6.90 7.25 6.96 a<7.80 7.20 6.69 6.46 A<5.57 A<4.95 s<7.03 a<5.81 a<7.28 6.84 7_29 A<8.17 Standard Deviation 3.095 3.460 2.961 2.983 2.739 2.947 3.584 3.322 2.813 2.954 3.013 2.243 3_011 2.349 3.036 3.355 3.787 2.569 4.139 3.067 2.803 2.832 2.103 Standard Error 0.176 0.447 0.344 0.282 0.342 0=578 0.615 0.651 0.406 0.398 0.399 0.468 0.470 0.403 0.480 0.531 0.847 0.343 0.976 0.377 0.413 0.413 0.510 No pesticides when tobacco is grown 7.26 A<6.03 Bd<7.58 ab<6.91ABcD<8.26 Ad.53 A<6.21 7.39 7.65 7.07 a<6.71AM<8.89 7.84 6.73 A<6.12 A<5.92 6.44 7.44 8.20 6.96 6.80 A<8.18 A<8.64 Standard Deviation 3.095 3.353 3.087 3.320 2.028 2.904 3.480 3.420 2.954 3.205 3.449 1.339 2.295 3.340 3.418 3.228 3.752 3.079 3.047 3.317 3.322 2.055 1.849 Standard Error 0.176 0.433 0.359 0.314 0.254 0.569 0.597 0.671 0.426 0.432 0.457 0.279 0.358 0.573 0.540 0.510 0.839 0.411 0.718 0.408 0.490 0.300 0_448 £8ZL 589TS 9
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6-JUN-1997 09:59 Q•30: Cigarette Issues Agreement Ratings : Bottom-2 Box Sample Base Weighted Base Sig Test Column Ref>Versus Lower Case 80% UPper 90% I enjoy the ritual of smoking. It's something familiar that I do on many occasicats throughout the day Smoking a cigarette can make an enjoyable moment even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity I enjoy smoking whm I'm rashed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking arenmd thea I enjoy a cigarette when I'm thinking through a problem VOLREF:115 DLI:372-60 RJR SEQMENTATION STUD7C : FF?fALE SMOPXRS AGHB 25-34 Table 144 Pa9e 164 Total N't ST SF INT ENT INF EE7F IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST----- ---- ST..•.. 310 221 60 41 74 65 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Caix 40 32 Other 20 9 Cauc 56 53 Other 18 12 cam 66 41 Other 46 22 Casx 47 43 OtIlez 17 9 A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF tDAI I>AH J>AK lOAJ L>AM M>AL N>AO 0>AN P>AQ Q>AP R>AS S'>AR T>AU U>AT V>AW W>-AV 9 A<2 be<8 ABCE<19 A<2 A<. A<3 8 8 AKQ5 12 A<l A<3 A<3 AN<24 A<• PQ0 8 6 AUQ4 10 A<1 5 13 cE<18 10 ACE<19 A<8 8 f<21 16 a<8 Ak<23 13 A<3 10 A<3 aN<22 18 18 10 7 A<22 13 A<6 13 9 AcDEQ0 dEQ1 A<5 A<4 AG<45 12 7 13 6 A<4 A<1 6 AO<24 9 15 AP<39 S<13 A<2 AU. T<12 A<4 A<2 14 ADE<24 aEQ9 E<12 A<2 a<7 AF<30 AI<34 14 11 13 A<. A<3 A<3 N<16 a<24 a<27 16 Ar<33 10 16 A<. 7G10 14 ACE<25 Etl.2 acE<19 A<4 ACr<49 16 A<3 H<15 Ak<23 13 A<1 A<6 17 21 A<25 26 S<14 A<2 16 A<25 A<2 11 11 aDE<16 ADE<17 ae<7 A<2 6 af<20 6 AH<20 7 7 A<. A1<4 a<20 11 13 Ap<28 ASC20 A<. u<10 A<3 A<3 A<2 11 ACE<24 A<3 A(.E<17 A<2 A<3 AF<31 1<11 A<. AE<27 A<4 A<. A<3 A<. AN<24 A<26 15 As<3 A<. AU<26 A<1 A<2 A<. 19 ACDE<36 A<13 19 aG13 A<1 AF<48 A<2 Fi<J.7 21 15 A<7 17- A<3 aN<30 A<38 27 15 A<7 a<13 aT<29 A<6 A VC45 28 23 A<20 ABCE<42 26 A<5 F<29 26 A<18 A<41 A<42 21 29 A<6 AN<49 a<19 pC37 A<16 R<37 AU<48 31 25 29 9 AdE<17 e<10 e<8 A<3 A<l AF<22 17 7 8 9 A<. 1<5 A<2 N<12 a<18 13 11 4 9 8 A<2 10 50EL 689TS
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• 6-JON-1997 09:59 0.30: Cigarette Issues Agreement Ratings : Top Box SamPle Base Weighted Base Sig Test Colsmn Ref>Versas Lower Case 80% LTpper 90! Restrictions against smoking are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is dangrscvs to a no¢s-smoker's health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do wtxn others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should come before the rights and wishes of smokers I enjoy a cigarette when I'm just relaxing I really want to cut down on tar and nicoti.ne in my smoking Smokiz.g often makes my clottxs-and hair smell bad 2 ta1 NT PF o • WIFEF:115 DRI:372-60 RJR SEQ2t7TATION STODY : fP24sIS St'FS A® 25-34 • Table 142 Page 1$9 ST SF INT ENT INF ENF IST EST ISF ISTJ _...NT...__ ....NF..... .... ST..... ....SF..-.. 310 60 74 112 6d 26 34 26 48 55 57 23 41 34 40 Cavo 40 Other 20 Cavc 56 Other 18 Caoc 66 Other Caw 46 47 Otlsts l7 221 41 65 63 52 11 30 17 48 35 28 21 31 25 23 32 9 53 12 41 22 43 9 A B>ACDE C>AEaE D>ABCE E>ABCD F>AG G>AF fDAI I>AfI J>AK AAJ IJAM 19AL N>AO O>AtP P>AQ 4>Ap R>AS S>AR T>AII V>AT V>AW W>AV 33 28 aQ6 32 ABCD<46 AG<50 A<20 A<8 HG33 30 35 42 A<48 A<18 a<24 aC23 p<46 A<24 35 34 29 AWZ50 25 - 37 42 33 33 40 AG<58 37 Af23 h<37 a<28 39 43 38 A<12 an<26 42 44 a<30 r<49 36 29 36 Av<58 38 a<30 bd<41 A<30 ABD<50 At23 32 28 ah<46 31 aC29 ANK68 37 30 A<25 AQ5 pC46 40 49 A<26 37 a<48 a457 13 C<14 A<3 AC<20 C<17 AGC41 A<4 8 AQ aQ0 a<20 9 al<22 A<2 H<18 11 24 A<3 a<5 a<19 a<22 15 24 46 A<33 8<51 b<44 a8<54 GC54 A<26 AI<79 40 A<31 AJ<61 57 52 A<30 38 A<32 37 49 55 A<30 AT<70 AW<60 A<26 49 A<38 B<54 47 B<53 G<56 A<32 AI<75 47 A<36 AJ<61 45 a<58 40 a<39 A<36 47 55 51 A<34 AT<69 53 54 34 30 AC16 C<38 abC<42 AG<62 A<19 32 A<24 41 34 a<47 38 A<16 F<41 O<34 AG13 A<20 AR<55 35 43 42 42 32 37 31 28 35 39 36 i<43 27 AQ1 J<36 32 37 a<21 AG19 AQ<44 A<10 33 22 V<34 A<16 W<38 a<19 65 a<58 ABDe<78 A<55 d<67 67 a<54 68 A<81 A<54 aG57 AMG80 59 AO<84 58 a<55 66 A<76 A<85 A<42 AT<81 65 77 31 28 e<37 e<34 a<24 30 27 Ai<49 32 27 AJ<42 A<11 L<33 26 27 25 39 34 a<48 32 37 a<23 31 16 A<6 B<17 B<17 B<21 G<16 A<3 22 16 17 16 25 18 a<25 17 A<5 11 16 22 14 20 19 29 35 32 39 39 30 37 30 35 40 39 39 A<18 L<39 Ao<62 a<46 33 26 40 32 ACL6 AT<62 31 26 27 21 abE<33 bE<32 A<18 19 22 28 a<35 31 33 MG32 A<8 A0<54 23 20 26 33 37 31 33 a<19 A<13 37 33 34 34 Abcd<46 AG<67 A<21 43 31 A<21 AJ<51 46 a<47 A<16 a<28 34 27 A<27 AR<65 A<26 AT<50 a<45 51 40 36 42 35 d<46 A<22 £<41 35 45 35 36 48 45 49 38 35 39 43 40 u<40 AC17 AW<54 A<12 19 18 19 a<14 aD<25 17 18 22 18 A<5 J<26 22 a<27 AO<33 A<6 16 24 21 11 a<13 17 25 23 55 48 bd<61 50 58 47 48 51 a<64 51 49 62 55 PA<80 54 a<45 59 59 65 A<38 AT<73 60 51 19 14 16 20 b<24 aG<31 A<8 12 18 15 ajC17 16 A1<30 A<2 N<19 A<7 AF<40 A<ll AR<38 19 23 23 29 62 60 65 a<55 D<68 AG<76 54 A<37 AH<75 A60 62 AM<86 56 AO<85 A<48 57 72 62 ar<78 A<46 AT<73 aw<71 53 39 33 34 bc<44 44 36 32 30 35 34 AJ<57 39 47 32 39 34 31 a<30 r<48 36 ATG58 aW<48 26 45 a<37 be<50 be<49 39 45 a<35 AI<68 44 51 48 49 A<33 A<32 AN<64 a<35 46 49 55 46 a<55 r<42 A<25 v9~L ~89:~
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• 6-JON-1997 09:59 WIdtEF:i15 DRI:372-60 RJR SEQM 27TAT10N STODY : FEMA7E SN101MPS AGED 25-34 Table 157 Page 177 0.16a: Featiae Izportance Ratings : Less lingering odor left in the roam after szsc)d.ag Based aa Non-Menthol Smokers Total NT NF ST SF INT ENT INF F.NF IST EST ISF ESF F1tFP ISTJ ....27T..... .... NF..... .... ST..... .... SP..... Cavc Other Cavc Other Canc Other Cauc Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 tieighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Coitan Prf>Versus Lwer Case 80% VPPer 90% A B>ACDE C>ABDE D>ABCE FJABCD F>AG G>AF tDAI I>A8 J>AR R>AJ L>AM MDAL iP>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT V>AW 17>AV 10 15 A<7 A80C24 A<6 b2K16 16 A<5 29 a<23 A<2 j<10 11 20 A<5 ACl A<3 38 aCt2 40 a<8 A<2 16 19 9 19 A<5 B<25 B<23 BQ8 1 A<6 15 a<28 aK<32 12 12 22 11 aN<35 A<" 41 22 40 20 29 16 33 8 20 A<10 b<22 B<24 b<21 14 A<9 42 16 27 21 19 21 aO<34 A<3 A<10 4 26 . AU<36 A<3 22 6 7 8 D<14 8 A<4 8 5 16 1 - 10 5 A<1 A<. h<].4 3 11 15 14 10 . u<5 A<. 9 . 6 10 aC<18 A<3 C<14 9 4 a<21 9 A<1 7 AJ<23 4 12 A<. n<13 a<20 3 A<2 6 A<1 AT<37 9 7 5 8 AC<17 A<• C<9 C<10 55 9 1 A<. 6 13 17 5 A<. n<13 A<19 . AC . 9 9 11 . 4 7 C<13 A<2 6 C<10 . 15 4 A<2 A<. J<13 17 5 a<2 A<. 14 . A<2 . A<. T<16 8 34 3 7 ADE<15 DE<11 A<1 A<. 2 a<18 . a<15 A<1 a<2 A<. A<. AO<33 a<2 A<18 . a<13 1 A<1 a<2 A<. 2 2 A<. A<. ABCe<7 2 . A<. _ A<. ak<10 2 3 a<• A<. AN<19 A<. . A<. . AV<10 A<. 2 1 2 A<. 1 ABcE<6 - A<. . A<. . 2 AK<11 A<. A<. A<. 3 3 A<. . 1 . A0<9 A<. A<. 0 Don't know 3 1 3 a<1 abd<7 4 1 . 4 A<. 1 AM<16 A<< 0<8 A<. 1 . 1 13 A<. 2 a<8 Mean Score 6.83 A<5.80 ABD<7_62 SK6.58 B<6.88 6.17 A<5.73 A<8.34 a<7.39 6.58 6.59 A<5.59AL<7.87 A<5_58 6.17 AG5.37AP<8.97 A <7.56 7.94 6.66 6.44 6.85 7.18 Standard Deviation 2.655 2.138 2.633 2.629 2.757 2.293 2.096 1.498 2.855 2.901 2.211 3.265 1.733 3_132 2.776 1.864 1.113 2.486 3.324 2.872 2.084 2.777 2.528 Standard Error 0.197 0.361 0.397 0.348 0.411 0_613 0.457 0.400 0.521 0.569 0.397 0.749 0.340 0.700 0.673 0.352 0.421 0.398 1.487 0.460 0.491 0.456 0.894 7-ZEL 529-5
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689 7320 8TT'0 9L£'0 9T9'0 TLT'0 06Z'0 S99'0 TOS'0 96Z'0 98S'0 997'0 4£D'0 6£9'0 LEE'0 Z9£'0 D05'0 STE'0 6S£'0 STT'0 8£E"0 L9Z'0 88£'0 99Z"0 99T'0 xoss3 P=YPuw4S 9££'O 98Z'Z £T9'Z 690'T 899'0 LLL'Z LZ£'T 89S'T 9T9'Z 4L0'Z £TZ'Z £T6'T 9L8'T 948'T 65L"Z 08T'T S49'T 6Z4'0 69Z'Z 998'T DLS'Z ZLS'T LZZ'Z uOT;YFAQO P=YPul2qS 68'6>AYZL'LYd ZZ'8 TS'6>IIr169'L £0'8 00'8 00'6>aY LL'8>u 59'L>Y DI'L>Y £6"8>YI L8'8 IZ'6>7 09'L>rt ZZ'6>IY89'8 98'6>fJVZ6"L>Y 90'6>3:Yd 86'L>Y 88'8>M}Y 8£'8 azooS URW a0- u0 ( z. 0 I • '>\i " L>Y . '>7 '>Y '>Y '>V £ s '>Y 8>Y ' '>Y - T .>Fl 9>PQe '>Y Z 0 Z . . . . . Z . . . . T . . . . . I . . ~ . Z 8 s . 0T>Y T ' ' T S T £ '>Y '>Y H>TY .'>Y .>Y .>Y .>Y . .>Y " 9>P-,QQ T D ' TZ>Y £T>Z T>Y ' ZT 9T L '>Y 6Z>O\t E£>TY T>Y TT>C T>1t £T 6T>04Y S>Y OT 8 TT S " LW '>Y '>h' ' .>Y . .>, '>Y T 8>Y S '>Y '>Y >Y L>008ti '>Y .>Y '>Y Z 9 '>Y 8 Z>Y 09 ZT £ 9T E>v LT>o '>Y '>Y L Z>Y 9T>Y LT LT ' '>Y Y>aY 9'P3aY 4A3p 6 L . TZ »V 9>V £S ZT Z9 6 L 6 TZ LT 4>Y S»h OZ TT ST E 6T>0 9>Y 8T>0 £T>P 9T 8 02 0T E>Y ZZ>AY 9 L 8£ Z>Y OT ZT t?Y 8T>z LT ST L 9 9 8 OT 9T>--.qe L 9 6 6 68 5£>Y T9 0L>Y T 05 £ L9>Y 89>DiY TE>Y 8Z>rl SS>FI 09 ZL>V 9£>Y 99 £S 68 04>Y L9>3Ti £4>Y 65>30 TS 0T AYII! tlY<A SY<O IIY<S WGS SY40I d\KA OV<d HYGO OY<bl 1Y6i FAKZ rFlai $YGC IiY<I IYQH dYd 9YG3 OJBYQ 3DSY<0 30aYq 3m`Cf8 `rt iQ6 -d4Ll 408 KY'J -I ~AAC3-i -100 4sa1 bts 9 LE ZT ZZ L 09 9 LZ 6 LT EZ ST iT 6T 9£ TT 9Z S TC 9E 8D T£ £ST asYg Pa'3cl6?ab 8 L£ 8T - 6£ S 6£ L 8Z LT 0Z 9Z 6T T£ 9Z 0£ 9T TZ 4T 59 LS V4 S£ T8T ~Y8 aTdmB ~o --'J ~0 ~YJ =-4a0 -YJ -ii0 -go .•...35"" ""'SS"" ""' .....SN"" rISI d8lII 3S3 3SI SS3 TSI 3Kd d6R -dtII 78I S.S SH am SN 'LY30S St.T °6'wa SST QTQYS 4E-SZ 0mY S8mw[+S 7titGBi : i007S HOIiYzm3K= 27L7I 09-ZL£=IuQ STT=3mPi0A ~xows T«rsuOK-UOx = PasYs aaS-4 4scaW : s6upYy aauYa-CUI --aaqtrsa.r =£T'a 65=60 L66T-NOP-9
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6-70M-1997 09:59 vOLREF:115 DRI:372-60 R7R SE(4fi1aTATION STOD7C :*CHRrE SHOMMS AGF.D 25-34 Table 159 Page 179 4.16a: Feature Importance Ratings : Less smoke to make eyes water and sting - Based on Non-Menthol Smokers Total NT NF ST SF IRT ET7T INF PNF IST EST ISF ESF P27FP ISTJ .... HT..... .... NP..... ....ST..... ....SF.,... Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Canc 28 Other 7 Cauc Other 39 5 Cauc 39 Other 18 Cano 37 Oth%r 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Columi Ref>Versss . Lower Case 80% Upper 90% A B>ACDE C>ABDE DN03CE E'bABCD F>AG pAF FDAI I>AH J>AK 1DAT 7JAM ID-AL MAO O>A8 H>AQ Q>AP R>AS S>AR T>AU II>AT V>AR (7>AV 10 20 18 17 21 24 4 21 29 14 AK<35 A<2 AGS AL<39 a<10 AtI<41 20 3 Ad2 46 14 tCi4 27 . 9 14 A<5 aB<20 B<16 11 . A<5 10 a<23 kCll 9 15 8 a<6 a<5 A<. 38 ad1 13 aV<23 A<2 13 . 8 11 A<• ABD<20 B<7 B<I2 . A<• 8 A<24 6 9 A<. aL<21 Ao<35 13 A<` 1 17 40 u<10 A<2 13 • 7 5 aDCtl 4 A<1 4 65 A<. 4 4 2- A<* A<. 1<8 7 3 a<13 . 4 . ad 2 A<1 34 6 11 d<11 aD<16 A<3 dG10 14 2.1 17 16 A<3 A<4 8 12 17 7 13 . AQ9 . A<4 A<2 10 8 5 11 15 12 a<6 11 . 18 26 8 A<4 9 12 10 A<l 7 16 3 15 . A<5 10 9 30 4 8 ACe<17 A<l C<il c<7 2 A<20 . A<1 A<* AJ<26 MQ6 A<. a<3 A<. a<18 14 A<1 . 4 AT<25 8 . 3 8 C<12 A<1 aC<14 C<9 7 13 1 A<1 AR<24 A<1 aM<21 A<. a<3 nQ9 8 41 A<1 . AV<22 A<. 10 . 2 3 a<1 bE<7 bE<5 A<. 4 A<. ` a<8 1 aJQl A<. A<. AO<18 2 a<1 . a<8 . 1 t<12 A<. . 1 1 1 a<. c<3 1 5 a<. . a<. 2 5 a<. 1 a<. 1 1 . a<. . 4 2 1 _ 0 8 c<9 A<2 C<12 C<10 - 11 6 A<• AC7. AJ<26 AM<22 A<1 A<t a<2 10 . A<2 1 12 10 8 28 Don't know . . . . . . . . . . . . . . . . . . . . . . . Mean Score 6.32 A<5.52 ABIK7.20 a<5.71 6.43 6.17 a<5.38 6_99 A<7.26aK<7.22 A<3.68 A<4.25AL<8.09 6.44 7.19 a<5.49 5.74 a<6.89ar<8.92 5.72 5.69 a<6.63 a<4.39 Standard Deviation 3.090 2.963 2.419 3.532 3.211 1.942 3.116 2.706 2.320 3.071 3.065 3.136 2.073 2.646 3.052 2.977 2.855 2.429 1.434 3.514 3.567 3.177 2.826 Standard Error 0.230 0.501 0.365 0.468 0_479 0.519 0.680 0.723 0.424 0.602 0_550 0.720 0.407 0_592 0.740 0.563 1.079 0.389 0.641 0.563 0.841 0.522 0.999 t'Z~~L ~8`? v~
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0 a & 6-J9N-1997 09:59 VOIitEF 115 DLI 372-60 RJR SEQM PPATI~t STODY F + : : : F29 ,IE SF30lQR4 A14ED 25-34 Table 153 Page 173 Q.13: Attribute Importanve Ratings : Low tar and nicotine Based on Naaa-Meithol Smokers Total IPP kQF ST SF INT ENT IIQF EltF IST EST IS[ ESF EltFP ISTJ .... flT..... .... HF..... .... ST..... .... SF..... Sasple Base . 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cavc 28 Ofher Cauc 7 39 Ottxr 5 Caoc 39 Other 18 Cana 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Co1umn FieY>Versus . 7.ower Case 80e Upper 90% A 8>ACDE C>ABIE D>ASCE FJA8C6 FN1G 6>AF FDAI I>AH JNSR AAJ 7JAM )DAL 2t>A0 0>AN P>AQ Q>AP R>A3 S>AR T>AII II>AT WAA V>AV 10 19 cC20 A<8 CQ0 AC<29 1 24 2 Aq AK<34 AQ 23 A<35 AQ N<20 23 . A<9 . AII<30 A<. A<32 6 9 18 d<17 ADe<29 A<7 d<16 3 20 30 a<29 k<il A<1 a?K32 A<4 AQ A<3 12 58 A<34 . AV<10 AC 15 26 8 13 14 13 15 11 . 17 18 12 7 AJC26 A<1 L<18 a<25 15 16 1 15 . 1 A6 AT<35 a<8 38 7 12 9 etl.6 13 a<7 . 11 36 9 18 7 10 A<4 A<3 AL7<38 11 . 11 40 A<5 ATC29 8 . 6 6 3 7 6 8 10 A<1 . 9 3 10 A<. L<13 a<16 7 3 . 7 6 7 4 8 . 5 15 E<22 EQ5 aE<22 A<4 73 11 7 18 A<5 AJ<43 8 A<1 A0<39 11 a<25 3 18 . 19 27 A<5 . 4 2 a<• abE<6 2 A<. . • . a<8 2 2 A<. A<. A<. 3- A<. 3 A<. 40 2 2 A<. . 3 3 4 3 A<' d<4 . 5 4 3 A<• A<* A<. 1<8 6 A<. A<. 35 4 . A<- a<. 5 . 2 2 1 A<. c<3 c<4 9 A<_ . A<. 1 7 m<9 A<. A<. 2 2 . A<. . 4 2 1 28 1 2 A<. 1 2 abc<6 . A<. 1 • 1 3 amC11 1 • 2 A<. . 1 . 3 * a<6 . 0 8 8 A<3 c<10 C<12 4 9 1 A<3 aK<17 A<1 5 a<16 6 A<. 9 . A<1 13 aII<15 A<. 13 2 Don't know Mean Score 6.73 6.78 7.04 6.34 6_65 A<4.81 F<7.19 7.40 6.93 k<6.80 A<5.72 6.68 6.63 a<5.65 IK7.24 6.80 6.62AS<7.43 4.84 6.21 6.58 6.66 6.61 Standard Deviation 2.984 2.938 2.288 3.043 3.584 1.591 2.987 1.857 2.393 3.583 1.944 3.533 3.621 2_157 1.989 2.948 2.857 2.045 2.336 3.605 1.449 3.629 3.087 Standard Error 0.222 0.497 0.345 0.403 0.534 0.425 0.652 0.496 0.437 0.703 0_349 0.811 0.710 0.482 0.482 - 0.557 1.080 0.328 1.045 0.577 0.341 0.597 1.092 gTEL 6891S
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FE24rs 6-JON-1997 09:59 VOLREF:115 DtI:372-60 RJR SEYE27TATIOA STUDY SMID;R S A® 25-34 e 18O T bl 160 P _ : . a e ag 4-16a: Featnre Importance Ratings : Less stale cigarette taste in yonr mouth after smoking Based an 17on-YAithol Smokers Total 1FT NF ST SF IIiT FSiT IlaF EBF IST FSS' ISF ESF P27FP ISTJ .... NT..... .... AF..... .... ST..... .... SF..... Samtale Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Ca. 28 OLtxr 7 Caw 39 Other 5 Cauc 39 Other 18 Cauc 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Ref>Versus Lover Case 80! Upper 90% A B>AmE CNOBDE D>ABCE EbABCD FNc G7AF FDAI I>AES J>A1C AAJ IJAM 7DAL N>AO O>AN P>AQ Q>AP RUAS S>AR T>AU tAAT V>AW W>AV 10 28 dC22 A8D<39 A<12 D<32 63 A<14 72 29 A<12 A<11 A<11 AL<49 0C30 A<5 25 3 32 79 A<14 A<8 35 7 9 23 A<8 a8e<32 8<30 b<19 3 A<9 16 A<37 AK<46 A<8 26 a<14 A<2 AF<44 A<8 3 A<38 . 32 26 - 18 34 8 7 acd<15 A<1 c<6 C<9 4 a<18 3 A<• 5 8 12 8 A<1 6 a<U.5 18 A<1 . 7 3 10 • 7 5 4 4 6 5 . 5 8 3 a<i aJ<12 7 3 6 3 A<. 35 5 . 4 9 4 6 6 7 A<1 A<2 ABCeG18 B<8 - A<1 . a<3 a<17 A<21 M<16 A<1 7 a<2 A<1 . A<• 15 AU<28 A<• 9 . 5 16 ac<25 a<11 18 14 20 25 . 14 12 ajC17 11 16 a<30 24 a<28 . 13 - 10 AT<34 13 29 4 3 AcDe<10 2 A<• 2 3 a<11 . 2 A<. 1 A<. 3 2 A<. A<11 . a<1 6 a<• A<. A<• 19 3 7 aDC14 d<6 A<1 d<7 . a<17 1 8 A<1 A<1 M<16 A<. ao<17 2 11 41 7 . A<1 A<_ 8 . 2 2 1 A<. abCe<5 1 5 A<. . A<. 2 Aj<10 A<. 1 A<. 4 1 . A<. _ 2 a<12 1 . 1 1 a<. 1 1 2 . a<. . 1 • 1 a<. 4 a<. a<. a<. . 1 . 1 • 2 . 0 2 • 2 3 1 2 A<. . 2 5 a<. 1 1 5 10 ` . 2 . a<. 8 1 4 w D n't k o no Mean Score 7.37 A<6.54 ABD<8.11 a<6.90 b<7.51 G<8.09 A<6.22A2<9.44 7.71 K<7.42 A<6.21 6.88a1<8.00 A<6.20 6.60 a<6_66 a<5_68 a<7_95 a<9.06 U<7.42 A<5.92 7.62 6.47 Standard Deviation 2.636 2.610 2.516 2.519 2.627 2_820 2_446 1_180 2_671 2.560 2.285 2.396 2.694 2.953 3.082 2.625 2.326 2.575 1.893 2.029 3.016 2.610 2.568 Standard Error 0.196 0.441 0.379 0.334 0.392 0.754 0.534 0.315 0.488 0.502 0.410 0.550 0.528 0.660 0.747 0.496 0.879 0_412 0.847 0.325 0.711 0.429 0.908 SZEL FJ2QT~..
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6-JON-1997 09:59 V0LreF:115 Dt1:372-60 BJR SE24NPATION STUD7 : Fe2mT-x' SMDtO:'RS AC4:D 25-34 Table 146 Page 166 Q.16a: Mean Feature Importance Ratings Based on•Non-Mrnthol Smokers Total NT NF ST SF INT FXP INF P37F iST SST ISF ESF IIR'P ISTJ .... NT..... .... NF..... .... ST..... .... SF.._.. Savple Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cauc Other 28 7 Cavc Other 39 5 Cauc 39 Other 18 Ca.x Other 37 8 tteighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Coiumn Ref>versus Lower Case 80% UPper 90e B>ACDE C>ASDE D>ABCE FJABm F>AG ©AF tDAl I>AB J>AR IOPJ L>AM 29AL N>Ib O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW iT>AV Less lingering odor left in the room after smoking 6.83 A<5.80 ABD<7.62 b<6.58 B<6.88 6.17 A<5.73 A<8.34 a<7.39 6.58 6.59 A<5.59AL<7.87 A<.5.58 6.17 A<5.37AP<8.97 A<7.56 7.94 6.66 6.44 6.85 7.18 Standard Deviation 2.655 2.138 2.633 2.629 2.757 2.293 2.096 1.498 2.855 2_901 2.211 3.265 1.733 3.132 2.776 1.864 1.113 2.486 3.324 2.872 2.084 2 .777 2.528 Standard Error 0.197 0.361 0.397 0.348 0.411 0.613 0.457 0.400 0.521 0.569 0.397 0.749 0.340 0.700 0.673 0.352 0.421 0.398 1.487 0.460 0.491 0 .456 0.894 iv ff th lit f L k d en o e e g o ess smo en the cigarette as it burns in the ashtray 6.33- 5.91 ABD<7.21 A6.20 D<6.56 A<4.62 F<6.18 5.93AhCT_60 A<5.07 Ad.38 6.33 6_75 aO<7.30 A<4.99 5.75 7.08 a<6.91 a<8.88 A<5.32 A<4.97 W< 6.82 A<3_92 Standard Deviation 3.004 2.413 2.887 3.288 2.939 2.187 2.370 3.724 2.448 3_774 2.481 2.655 3.127 2.134 2.905 2.374 2.375 2.850 2.496 3.644 2.466 2 .726 3.640 Staadard Error 0.223 0.408 0.435 0.436 0.438 0.585 0_517 0.995 0.447 0_740 0.446 0.609 0.613 0.477 0.705 0_449 0.899 0_456 1.116 0.583 0.581 0 .448 1.287 Less smoke to make eyes water and sting 6.32 A<5.52 ABD<7.20 a<5.71 6.43 6.17 a<5.38 6.99 A<7.26aK<7.22 A<3.68 A<4.25AL<8_09 6_44 7.19 a<5.49 5.74 a<6.89ar<8.92 5.72 5.69 x< 6.63 a<4_39 Standard Deviation 3.090 2.963 2.419 3.532 3.211 1.942 3.116 2.706 2.320 3.071 3.065 3.136 2.073 2.646 3.052 2.977 2.855 2.429 1.434 3_514 3.567 3 .177 2.826 Standard Error 0.230 0.501 0.365 0.468 0.479 0.519 0.680 0_723 0.424 0.602 0.550 0.720 0.407 0.592 0.740 0_563 1.079 0.389 0.641 0.563 0.841 0 .522 0.999 Less stale cigarette taste in your mouth after smoking 7.37 A<6.54 ABD<8.11 a<6.90 b<7.51 ><8.09 A<6.22A1<9.44 7.71 K<7.42 A<6.21 6.88a1<8.00 A<6.20 6.60 a<6.65 a<5.68 a<7.95 a<9.06 U<7.42 A<5.92 7.62 6.47 Standard Deviation 2.636 2.610 2.516 2.519 2.627 2.820 2.446 1_180 2.671 2.560 2.285 2.396 2.694 2.953 3_082 2_625 2.326 2.575 1.893 2.029 3.016 2 .610 2.568 Standard Error 0_196 0.441 0.379 0.334 0.392 0.754 0.534 0.315 0.488 0.502 0_410 0.550 0.528 0.660 0.747 0.496 0.879 0.412 0.847 0.325 0.711 0 .429 0.908 Less msightly ashes that remain after smoking 4.92 4.31 4.82 5.14 5.32 3.77 4.42 4.46 4.93 5.63 4.48 4.48 a<5.96 4.75 4.94 4.32 4_22 4.65 5_76aU<5.80 3.89 w< 5.57 a<2.77 Standard Deviation 3.717 3.372 3.737 3.504 4.033 2.469 3.519 4.076 3.620 3.565 3.310 3.625 4.207 3.057 2.168 3.482 2.400 3.763 3.439 3.644 2.830 4 .037 2.969 Standard Error 0.276 0.570 0.563 0.464 0_601 0.660 0.768 1.089 0.661 0.599 0.594 0.832 0.825 0.684 0.526 0.658 0.907 0.603 1_538 0.583 0.667 0 .664 1.050 Lowest in carbon mo[wxide 7.14 a<6.45 bD<7.36 A<6.21ABcD<8.20 a<6.01 6.54 7.50 7.32 A<5.21 J<7.54 A<8.64 a<7.86 AO<5.85 A<3.36 6.60 a<5.33 7.41 7.10 U<6.89 A<4.90AR< 8.37 6.41 Standard Deviation 2.916 2.822 2.669 3.494 2.281 1.512 3.014 3.248 2.463 4.017 1.954 1.751 2.564 2.012 3.423 2.684 3.486 2.659 2.707 3.369 3.353 2 .154 2.721 standard Error 0.217 0.477 0.402 0.463 0.340 0.404 0.658 0.868 0.450 0.788 0.351 0.402 0.503 0.450 0.830 0.507 1.318 0.426 1_211 0_539 0_790 0 .354 0.962 Lowest tar and nicotine content 6.68 A<5.39 b<6.50 BC1.04 ABcK7.56 a<5.33 A<5.40 7.10 6.32 6.90 7.22 6.95 A<8.03 A<4.81 N<6.32 A<5.29 6_15 6.40 7.10au<7.42 6.31 A< 7.51 8.02 Standard Deviation 3.070 2.765 3.403 2.623 2.863 2.322 2.848 3.785 3.255 2_768 2.402 3.015 2.648 2.140 2.810 2.830 2.079 3.461 2.985 2.622 2.467 2 .919 2.155 Standard Error 0.228 0.467 0.513 0.347 0.427 0.621 0.621 1.012 0.594 0.543 0.431 0.692 -0.519 0.478 0.682 0.535 0.786 0.554 1.335 0_420 0.581 0 .480 0.762 No additives in the cigarette 6.69 A<4.96 8<6.56 ABc<7.37 A8c<7.57 g<6.47 A<4.65 5.66 6.84AK<7.97 6.57 a<7.69 a<7.48 6.50 6.37 A<5.17 A<3.40 6.79 5.26 A<7.72 6.72 A< 7.54 7.89 Standard Deviation 3.050 3.358 3.019 2.607 2.581 2.023 3.492 3.313 2.868 2_266 2_813 2.249 2.805 1.994 2.056 3.290 3.448 2.603 4.507 2.818 1.999 2 .645 1.764 Standard Error 0.227 0.568 0.455 0.345 .0.385 0.541 0.762 0.885 0.524 0.444 0.505 0.516 0.550 0.446 0.499 0.622 1.303 0.417 2.016 0.451. 0.471 0 .435 0.624 No pesticides when tobacco is grown 7.45 A<6.22 B<7.77 b<7.19 ABD<8.21 6.45 A<6.17 7.34 7.90 7.12 7.29AM<8.87 7.71 a<6.39 A<5.26 AG5.90 PC8.55 7.51 9.22 n<7.69 a<6_26 a< 8_15 8_86 Standard Deviation 3.012 3.343 3.020 3.287 2.021 1.997 3.556 3.565 2_820 3.420 3.099 1.414 2.256 3.451 3.861 3.337 2.303 3.125 1.730 3.168 3.308 2 .046 1.604 Standard Error 0.224 0.565 0.455 0.435 0.301 0.534 0.776 0.953 0.515 0.671 0.557 0.324 0.443 0.772 0.936 0.631 0.870 0.500 0.774 0.507 0_780 0 .336 0.567 E 0 9
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~ 6-JiJN-199709:59 WIFEF:115. DR1:372-60 RJR SEGM a1'ATIOt7 STOD7 : FP?DtIE S!lOtORS AGM 25-34 4.16a: Feature Ivgortance Ratings : Lowest tar and nicotine ccantent • Table 163 Paga 1$3 Based on 8on-Menttol Smokers Total NT NF ST SF riQT E8T INB ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... BF..... .... ST..... .... SF..... Sampl! Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cava 28 Otlxxs 7 Cave 39 Other Canc 5 39 Other 18 Cava 37 Otlaps 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Colwvt -Ref>Vbrsu . . Lower Case 806 tTpper 90% A B>ACDE C>ABDE D>ABCE £JASen F>AG 6>AF FDAI I>111i J>AK lOA7 7JAM ?DAL N>AO O>AN P>AQ Q>AP R>AS SN1R T>AV II>AT V>Aw V>Av 10 22 A<2 aB<30 B<22 B<29 9 A<- 33 30 27 15 A<8 AL<45 A<1 2tC26 A®. 3 28 41 V<28 aQ1 29 34 9 16 16 A<9 c<19 CC21 . 19 30 A<2 14 a<26 AMC37 9 Ad 8 18 . aq.0 15 28 aQ3 8 15 17 11 11 20 16 17 10 12 11 12 16 23 A<6 A<4 14 42 12 6 II<17 A<. 17 53 7 4 - 1 a<1 A8C<9 5 . 2 . 1 1 AJG20 aO.O A<. 3 A<. 1 3 aQ A<. 5 6 6 8 aDE<12 a<3 A<2 . 9 . AGt6 4 A<1 A<1l aC1 aQ7 9 7 14 7 40 4 AGl A<2 5 13 15 15 15 9 55 7 1 19 17 12 10 9 A<41 A<36 17 . 17 A<2 AT<40 10 . 4 8 ACB<20 AQ Ce<12 a<4 3 A<24 • AC2 15 8 A<1 6 4 A<1 a<18 35 A<2 . 13 10 a<4 3 2 3 1 3 2 - 4 6 A<. 5 1 2 1 A<. n<10 4 . 2 . 1 9 a<' 13 2 4 de<9 6 2 a<1 13 8 . 7 a<1 4 3 A<. ao<15 2 10 . 7 . 2 2 a<2 . 1 1 1 3 1 a<- 4 • 2 3 1 a<_ a<. a<. 6 3 1 3 1 13 1 a<. a<. . 0 7 7 D<11 A<2 7 . 9 17 9 A<2 a<2 10 5 AQ a<2 8 . a<12 . a<3 A<* 8 . Don't know Mean Score 6.68 AG5.39 b<6.50 B<7.04 ABc<7.56 a<5.33 A<5.40 7.10 6.32 6.90 7.22 6.95 A<8.03 A<4.81 N<6.32 A<5.29 6.15 6.40 7.10ass<7.42 6 .31 A<7.51 8.02 Standard Deviation 3.070 2.765 3.403 2.623 2.863 2.322 2_848. 3.785 3.255 2.768 2.402 3.015 2.648 2.140 2.810 2.830 2.079 3.461 2.985 2.622 2.467 2.919 2.155 Standard Error 0.228 0.467 0.513 0.347 0.427 0.621 0.621 1.012 0.594 0-543 0.431 0.692 0.519 0.478 0.682 0.535 0.786 0.554 1.335 0.420 0.581 0.480 0.762 2ZE4 689rs
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6-JUN-1997 09:59 vOLREF:115 DR1:372-60 RJR SEGY4n27TAT1ON STUDY : FEMALE SHOMS A® 25-34 - Table 162 Page 182 Q.16a: Feature Importance Ratings : Lowest in carbon monoxide Based on xon-Mmttml Smokers . Total 27T NT ST S8 ZNT FNP It;p ERF 1ST EST ISF FSF FStFP 1STJ .... NT..... .... NP..... .... ST..... ....SF..... Cauc Other Casx Other Cauc Other Cauc Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Weighted Base 153 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Siq Test Col~ Ref>versas Lower Case 80% Upper 90% A B>ACDE ©ABDE D>~ E>ABGD F>A6 ®AF FDAI 1>AFi J>AtC K>AJ 7JAM PDAL N>AO O>AN P>AQ Q>AP 22>1\S S>AR T>AU U>AT 9>At7 W>AV 10 24 18 abd<32 18 24 6 20 32 31 kQ5 A<9 A<11 L<34 A<6 A<1 18 17 30 40 U<26 A<2 26 . 9 24 A<9 A<15 BC23 A8C9<46 7 A<9 30 AQ0 A<9 AJ<40 AMC81 20 A<5 n<19 A<9 ' 3 17 . 26 17 A<47 34 8- 11 aD<20 D<11 A<2 D<11 . A<24 8 12 A<1 A<3 A<. L<19 0<8 A<. A<22 1 11 13 A<2 A<2 9 27 7 9 e<8 E<9 ABcEQ9 A<1 17 6 8 9 16 A<24 o<17 a<3 a<3 41 9 6 a<17 a<24 A<1 . 6 4 2 5 2 6 12 A<. . 7 A<. 4 A<. L<10 aO<14 A<. 2 . 6 . a<1 3 6 . 5 12 ACDE<28 11 e<10 A<4 59 21 . 14 6 16 A<2 A<5 Ao<30 13 A<32 . 12 1 A<6 t<19 A<4 - 4 3 3 e<7 2 a<1 . 3 2 8 3 1 1 1 A<_ 4 3 . A<1 40 3 2 a<1 4 3 3 A<. aBd<7 A<1 3 . A<. • a<9 1 A<. A<. 1<6 AO<20 2 A<_ . a<8 . A<. 2 A<1 34 2 2 1 a<1 AbCe<7 1 . 1 1 A<` AX<12 1 3 A<. A<_ AN<23 1 3 1 . Au<10 2 1 2 1 4 AcDE<13 e<4 a<1 A<< . A<15 17 A<_ a<1 2 A<. A<• A<. A<. 9 35 5 . A<1 2 A<` . 0 ' D k 4 A<. A<. ABCE<15 3 . A<. . A<. AK<26 A<. 1 4 A<. AN<35 A<. . A<. . a<10 At<25 3 . zioa on t Mean Soore 7.14 a<6.45 bIK7.36 A<6.21A8oiX8.20 a<6.01 6.54 7.50 7_32 A<5_21 J<7.54 A<8.64 a<7.86 AO<5.85 A<3.36 6.60 a<5.33 7.41 7.10 U<6.89 A<4.90AW<8.37 6_41 Standard Deviation 2.916 2.822 2.669 3.494 2.281 1.512 3.014 3.248 2.463 4.017 1.954 1.751 2.564 2.012 3.423 2.684 3.486 2.659 2.707 3.369 3_353 2_154 2.721 Staxxiard Error 0.217 0.477 0.402 0.463 0.340 0.404 0_658 0_868 0_450 0.788 0.351 0.402 0.503 0.450 0.830 0.507 1.318 0.426 1.211 0.539 0.790 0.354 0.962 Lz£ j 6T'g`L~'S 0
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6-JON-1997 09:59 VOLFEF:115 DR1 372-60 8JR SEGNINTATZON STUDY Ff1MAhE SNAlo;RS A® 25-34 Table 166 Pa e 186 _ : g 0.14: Usual Brand Attribute Ratings Based on Nan-Menthol Smakers Total NT NF ST SF INT ENT ItR' EtF IST EST ISF ESF ENFR ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 Cawc 28 Other 7 Cauc 39 Other 5 Cauc 39 Other 18 Cauc 37 Other 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Col~ Ref>Versus Lower Case 80% Upper 90% Is too sm»th A 3 B>ACDE ce<5 C>ABDE A<. D>ABCE AOE<10 E>ABCD A<. F>AG 3 QAF 6 H>AI . I>AH A<. J>AR Ak<15 lOAJ 3 L>AM A<. 2C-AL A<. N>AO A<. O>AN AN<31 P>AQ a<1 Q>AP 41 R>AS A<. S>AR . T1AU A<• U>AT AT<27 V>AW AC. W>AV . Has just the right amount of 86 83 AbD<93 80 85 95 80 96 a<92 A<69 AJ<95 79 90 AO<99 A<67 88 42 A<99 60 85 a<71 85 81 smoothixss is not smooth enough 11 12 7 10 15 2 14 4 8 KG16 A<2 21 10 A<1 A<2 11 17 AG1 40 U<14 A<2 15 19 Too much full bodied taste 7 D<11 D<9 A<1 D<8 . 13 4 10 A<. A<2 5 9 6 A<. 11 14 A<1 53 A<. a<2 8 . Just the right amornmt of full bodied 91 89 91 ABCE<99 85 100 87 96 89 A<100 A<97 M<95 A<78 94 A<100 89 86 A<99 47 A<99 A<98 a<84 1 00 taste Not enough full bodied taste 2 A<. a<• 1 ABCd<7 . A<. • a<- A<_ 1 A<. AL<12 1 A<. A<. . a<• . 1 A<. A<8 . Too little tar and nicotine 1 2 2 1 a<. 13 a<. ` 3 a<. 3 a<. a<. 6 a<. 2 . a<• 13 ` 2 a<. . Just the right amoimt of tar and 78 ACe<88 a<71 81 77 80 A<90 61 74 78 85 77 76 AO<92 A<57 A<89 83 76 47 AU<92 a<60 76 81 nicotine Too much tar and nicotine 20 A<10 SC27 18 BC23 7 A<10 38 23 22 a<12 23 24 A<3 AN<43 A<9 17 24 40 A<8 aT<37 24 19 Too easy to draw smoke through 1 a<. 1 1 2 . a<. 4 a<. 1 a<_ 1 4 a<. a<. a<. . 1 . a<. 2 2 4 filter The right level of ease of draw 89 E<93 89 ACE<98 A<80 95 92 79 92 A<99 A<97 AM<99 A<64 A<100 A<200 A<99 42 a<94 60 A<99 a<96 A<80 77 Too hard to draw smoke through 10 d<7 DQ0 A<l AbD<18 5 8 17 8 A<. A<3 A<. AL<32 A<. A<. A<1 58 a<5 40 A<l A<2 a<18 19 filter Taste too strong 7 A<2 8 b<10 b<9 3 A<2 4 9 A<16 A<2 A<. aL<16 A<. A<. A<1 14 A<2 40 13 4 10 . Has the right level of strength 88 ADE<98 E<92 E<88 A<75 97 A<98 94 91 84 a<94 a<74 a<76 A<100 A<100 A<99 86 A<97 60 86 94 A<73 100 Taste too light 5 A<. A<l a<2 ABCD<16 . A<. 3 A<. A<. 4 AM<26 8 A<. A<. A<. . A<l . a<l 2 A<17 . `~iL 589Z'7
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6-JUN-1997 09:59 VOLREF:115 DRI-372-60 R.7R SP:GtIlff2i'lATIOH STUDY : FIIMLE SM06ERS A® 25-34 Table 158 Page 178 - Q.16a: Feature Iportaece Ratings : Less smoke given off the lit end of the cigarette as it buras in the ashtray Based on Non-Mnathol Smokers - Total 114' N8 ST SF I8T SNS' Il7F FFNT IST EST ISF ESF f2II1rP ISTJ ..._SS..... ....11F..... .... ST..... .... SF..... Cauc Other Cauc Other Canc Other Catix Other Sample Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Weighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Siq Test Co1umn Ref>Versus Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF fDAI I>AH J>AR R>AJ L>AM 1DAL N>AO O>AN P>AQ Q>AP IL>AS S>AR T>AU U>AT V>AW ti>AV 10 14 A<5 aB<21 12 BQ7 3 A6 29 18 15 8 A<. AL<29 A<6 A<. A<< 38 15 53 U<17 AG2 18 . 9 17 a<10 A8aC26 A<9 d<19 7 10 . A<33 10 A<fi AMC33 A<8 0<28 A<. 11 . 23 40 11 A<4 18 28 8 13 12 18 12 10 . 15 26 15 KQ0 A<t a<6 13 A<34 A<41 13 4 adi . A<4 aT<26 11 5 7 12 17 8 11 13 . 20 • 10 A<2 aJ<23 20 8 6 A<3 19 3 9 . U<17 A<. 14 . 6 6 aCd<12 A<1 4 C<10 . a<15 . A<1 A<. J<9 A<. AL<17 2 A<_ a<14 . A<1 . n<6 A<. 11 . 5 13 ACbE<30 a<8 a<8 11 62 23 9 8 A<1 J<16 M<24 A<1 o<17 A<3 A<26 55 9 . A<2 t<18 il 8 4 3 2 2 ae<7 1 9 1 5 2 ak<12 1 A<. 2 1 AN<24 2 . 3 . Au<10 2 1 . 3 7 A<1 Be<9 ABE<15 A<2 4 A<. 10 8 4 A7<30 5 A<1 a<2 5 A<1 . 10 . 3 AT<38 a<3 . 2 4 A<. 2 b<4 ASc<10 . A<. 4 1 5 1 aU AL<17 3 10 A<_ . 2 . A<' t<10 7 34 1 6 C<11 A<1 C<9 5 12 11 . A<1 aK<15 a<2 m<10 A<• 2 A<. a<13 _ A<1 1 AU<14 A<. 5 . 0 ' 5 A<1 5 aBe<10 3 4 A<' 18 a<1 Att<16 2 a<1 4 A<. n<13 A<1 _ 5 6 AU<15 A<* A<• 26 t know Don Mean Score 6.33 5.91 ABD<7.21 A<5_20 D<6.56 A<4.62 F<6.18 5.93Ah<7.60 A<5.07 A<5.38 6.33 6.75 aO<7.30 A<4.99 5_75 7_08 a<6.91 a<8_88 A<5.32 A<4.97 W<6.82 A<3.92 Standard Deviation 3.004 2.413 2.887 3.288 2.939 2.187 2.370 3.724 2.448 3.774 2.481 2_655 3.127 2.134 2.905 2.374 2-375 2.850 2.496 3.644 2.466 2.726 3.640 Standard Error 0_223 0.408 0.435 0.436 0.438 0.585 0.517 0.995 0.447 0.740 0.446 0.609 0.613 0.477 0.705 0.449 0.898 0.456 1.116 0_583 0.581 0.448 1.287 EZ~L 589TS
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• 9 7329 4Z9'0 S£D'0. TL7"0 T54"0 9T0'Z LTY'0 £0£'T ZZ9'0 669"0 94D'O OBS'0 9T5'0 S05'O V9r•0 9ZS'0 588'0 Z9L"0 TDS"0 58£'0 59E•O 559•O 89S•0 LZZ'0 =oaa'.i P=VPU.1ZS 99G"T Sfi9'Z 666'I 8I8'Z LOS'7 £09"Z 8D9'£ 06Z'£ 9S0•Z 766"T 508"Z 69Z"Z £T8"Z 99Z'Z 898'Z £T '£ Z69'£ £ZO'Z T8S'Z L09'Z 6T0"£ 8S£'£ OSO'E uo?}YiAaQ P3ePue1S 68•L 4S"L>FI ZL"9 ZL"L>y 9Z"S 6L'9 00'£>7 LT'S>7 L£'9 05'9 89'L>Y 69"L>Q LS"9 L6"L>YWB'9 99'S 59"9>V L9"9>b LS'L»8'd LE'L»88h 95•9>fl 96•II>Y 69•9 as~S ueayl cw soa -4 Z T>7 Z 9 07 '>'d 64 8 '>Y •>tl '>tt E 8>c '>Y 8 " SI>E " T>v £ 9 ZT>3PQ S x . p 0 ' I>7 '>Fl .>7 ' 8 ' 6T>\t '>7 T>v '>Y Z •>Ft .>Y T>v 9Z TZ>V ' T>7 .>Y L»Q LT>30af 9 " 8>p Z 9 " .>Y ' '>7 £ '>FI £I>TK '>Y S T '>ti I '>7 ' L>--,Ev £>Q .>Y '>*d £ Z ' ' Z £ £ T ' ' £ Z £»Q . • T E ' S 8 .>Y ' 9 ' '>v OT ZAY 8 T T>e S 9 T '>*d ' S>Q £>R S>4 •>K £ 9 ' 4>Y LT ST L TZ ' 8E>V ££>Y F£>7 £>'d S>Y 9T 9T LT 5Z LZ Z9 9>7 9T>3 6T>3 EE>3Q=Il LT 5 9£ S .>H Z>Y ' ST>Y Tp 8 £>E '>Y 5 OT T>V T>7 ST>Y 9 £I 5 8>P T>v £T>Q ZT>O 6 9 ' 9T>Y 8 T>v £T 9 ' ">H 4 8T>0p ET 9T 9 £ 8 9 '>Y ' 9T>Q8V £>4P L>8: '>Y L L . T>'! LS>.SH ET ' T>v 9 S Z£>tN £>p T>v T>v 54>Cd 9T Z>Y ' 9 ' T>7 8Z>3DW T>4' S 8 8 09 9£>V .>Y TZ>II ' 6Z>Q ' 4>7 L>K T£>O £Z 55>Iqt L>7 6T>X EZ 0£ ">Y ZZ L£>QfiY 4T>HQ SZ>Pfi 9> Y TZ 6 4 £Z Z>Y L£>AY 04 4T>Q 9 6I 9>H '>v 4£>2Q 9>Y OT>Y 9E>YY TZ 6 8T OT ZZ SZ 8T LT OZ OT AY<p M7<A SH<A AY<S UK<S . SY«i dY<0 bY<d ttY<O OY<ti TY6Q FlY<T PYdi YY<t w<I IY<H dY<9 9Y<3 OJHYQ 3J8Y<Q 30flt10 3OJY<fi Y % 06 -ddLS 608 osv"J Z-0'I snszaA<p2i -iowJ 3saz. bTS 4 LE ZT ZZ L 04 4 LZ 6 LT £Z 81 CT 6T 9£ n 9Z S T9 9£ 89 T£ £ST asQfi Po3YSTan 8 L£ 8T 6£ S 6£ L 8Z LT OZ 9Z 6T T£ 9Z 0£ 9T TZ DT 97 LS 94 S£ T8T osQH 4IdmS xiott30 MWJ xmn0 =12'J maq30 muo zwYiO MY'J . • . ..dS.... ..... SS.... ..... .~T. • • . ..... SDL.... fiSZ d.Rtd 3S3 8SZ SS3 7SS cTtSi 3NI dlLi SKZ .HS SS 3H iN IY3oi ssaAamS TaiismYi-uoX no PxQH Qz3axW&;a xp uc sa..pc~e ox : s5ffnpu axae-y=oftl a.m!%vOa -r9T•b 9$T 015vd t9T Qi4QS II£-SZ 03:Tf S2IDIOF5 37t6ii3 ~ACILW tIOZZYSN3H93S ZIL•d 09-ZLE=1T87 STT=Z23'IOA 65=60 L66I-di[3C-9
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6-JON-1997 09:59 VOLREF:115 DRI:372-60 ILTR SEGNMATION STUbY :Mg*$= St4MMS AGED 25-34 Table 168 2a¢ 190 Q.30: Cigarette Issues Agreement Ratings : Top-2 Box Based on Noa-23enthol Smokers Saaple Base Weighted Base Sig Test Coluzzi Ref>Versus Lower Case 808 Vpper 90S I enjoy the ritual of smoking. It's something familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjoyable moment evesn better Smoking gives me bad bxeath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity i enjoy smoking when I'm rushed and have lots to do I can think of many times whPn non- smokers have been rude to me because I was smoking around them I enjoy a cigarette when I'm thinking through a problem Total 1Pf NF ST S£ IPT IIiT II7F SNF IST EST ISF SSF ENFP ISTJ .... N1'..... .... NF..... .... ST..... .... SZ..... 181 153 35 31 44 48 57 34 45 41 14 5 21 26 14 11 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Casc 28 27 OtYxr 7 4 Caux 39 40 Other 5 7 Cauc 39 22 Ot2x.r 18 12 Canc 37 37 Other 8 4 A 8>ACDE C>ABDE D>ABCE F.>ABCD F>AG 6>AF B>AI I>AH J>AA 2t>A7 L>AM ADAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU II>AT V>AA - W>AV 78 71 80 82 79 88 68 71 82 76 Aj<90 82 77 78 82 70 77 78 87 76 AT<93 84 37 62 56 60 67 65 80 51 25 71 59 AjG76 am<76 56 72 A<83 58 45 62 47 62 75 67 37 _ 68 A<46 B<)1 B<69 ABd<80 10 a<54 87 66 72 64 A<88 75 A<42 N<74 A<45 58 75 47 a0<79 a<50 A<83 51 65 C<65 A<42 C<69 ABCDG89 74 63 20 A<48 64 a<77 A<93 A<86 A<38 58 60 97 A<48 7 71 66 A<91 74 62 c<67 A<50 62 ACd<73 28 a<75 67 A<45 56 69 61 AL<83 A<13 aN<44 63 97 A<51 47 u<68 49 A<73 75 71 a<60 70 8<77 b<76 26 67 82 66 75 79 a<84 69 A<53 a<54 A<55 100 67 87 77 77 75 79 68 A<52 b<69 B<72 AB<78 82 A<45 28 A<82 58 AJ<90 AM<92 67 79 76 A<48 77 64 100 63 AT<88 A<82 41 - . 57 A<26 B<59 ABCrC75 B<63 77 A<15 40 65 A<75 A<75 69 59 A<76 A<85 A<23 42 52 100 A<78 70 a<67 20 49 51 45 54 47 80 45 32 49 ak<63 42 41 52 52 56 52 44 42 60 43 AT<75 49 35 . 76 a<66 71 77 ABC<86 89 a<62 29 a<84 77 78 AM<96 79 83 85 a<64 83 a<66 100 81 72 A<90 48 S££I GT?TS
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6-Jt1Pt-1997 09:59 Q.13, 16: Cigarette Attribute/Re. Featiae Importance Segments VOLl2EF:115 DRI:372-60 IL7R SEG14E 2iTATION STVDY : FIINDiLE SHORRS AL£D 25-34 abi 174 Bage 197 Based on Mantho2 Smokers Total NF ST IST FST ISF ESF t27FP ISTJ ....NT..... .... NF..... .... ST..... ....SF..... Sampie Base 129 25 30 55 19 13 12 18 29 26 4 15 14 23 Cauc 12 Other 13 Canc 17 Other 13 Ca. 27 OF1ser 28 Canc 10 Other 9 Weighted Base 68 10 17 29 11 5 6 11 16.. 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Coiumn Ref>9ersus -.. - . , . . . . Lwrer Case 8ce Upper 90% (1) Wants low tar/nicotine, light A 29 B>M9E A<1 CQABDE aB<40 D>ABCE B<34 DABCB 8C24 F>AG 1 G2AF . FDAI 25 I>AH A<48 J>AK AR<46 AAJ 20 IJAM 13 1DAL 29 1P>AO 49 O>AtP A<51 P>AQ Q>AP 1 R>AS A<49 S>AR 16 T>AU 35 II>AT 34 V>Aq 39 W>Av 9 taste, no additives (2) Wants less smoke/ashes/odor/ 43 c<48 A<29 C<49 47 46 51 34 A<26 40 Aj<59 62 40 23 37 45 52 A<21 48 ad4 40 40 54 after-taste (3) Wants ful2-body/stronq/smooth 28 AcDe<51 d<31 A<17 29 53 49 41 26 A<14 21 25 31 29 AG13 55 47 30 36 A<12 tC26 21 37 taste, no pesticides/additi.ves Z~'rzi
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6-JON-1997 09:59 WLREF:115 ML2:372-60 RJR SBGMMATION STUDy : FPMLE SM02Q'2L4 A® 25-34 Table 167 Page 188 4-30: Cigarette Issues AqreemQit Patiaqs : ToP Box Based oa No¢i-Meathol Smokers Sample Base Weighted Base Sig Test Column R:e£>versus Lower Case 80! Upper 90% I enjoy the ritual of smoking. It's something familiar that I do an mazry occasions throughout the day Smoking a cigarette can make am enjoyable moment cven better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette dnring a short break from se®e activity I enjoy smoking when I'm rushed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking around them I enjoy a cigarette when I'm thinking through a problem Total NT NF - ST SF INT PNT INF P2aP' IST EST ISF FSF F21FP ISTJ .... N't..... .... NF..... .... ST..... .... SF..... 181 153 35 31 44 48 57 34 45 41 14 5 21 26 14 2.1 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Cauc 28 27 Other 7 4 Caoc 39 40 Other 5 7 Cauc 39 22 Other 18 12 Cauc 37 37 Other 8 4 A B>AmE C>ABDE D>ABCE E>ABm F>A6 G>AF fDAI I7AH JNiIC 2UAJ IJAM 29AL N>AO ONSN P>AQ Q>AP R>AS S>AR T NW V>AT V>AV W>AV 48 47 48 aE<57 40 77 41 10 a<60 A<64 48 45 37 A<74 A<81 43 76 48 47 51 At<69 41 37 46 A<29 b<46 B<47 AB<56 70 A<21 18 54 48 46 AM<75 41 A<65 A<79 a<33 . 46 47 a<36 AT<69 A<58 37 41 A<26 ASd£<55 8<42 35 10 a<29 56 A<55 k<50 32 A<23 1<44 A<19 AN<69 A<24 41 A<57 47 41 44 34 41 47 52 41 41 acd<56 64 49 18 48 R<51 A<27 56 56 37 50 48 79 47 7 43 37 a<58 37 46 acd<56 a<38 39 cd<53 7 A<66 15 44 a<33 47 41 A1<62 A<13 N<38 51 93 a<36 47 36 45 52 69 45 A<26 AB<55 B<47 B<45 16 A<28 59 55 43 52 35 53 46 48 A<i7 96 A<57 47 A<33 AT<73 43 73 . 45 a<35 bd<52 38 bd<51 63 A<30 17 A<63 A<28 J<50 41 a<59 A<66 58 A<30 76 46 87 A<21 AT<69 52 41 40 AG5 B<43 ABCE<60 B<38 60 A<5 22 49 A<66 a<52 m<50 a<29 A<70 A<68 A<12 38 35 87 A<57 A<66 41 13 35 AQ2 B<39 B<43 34 69 A<12 14 a<47 47 38 24 1<43 48 44 a<25 3 . 35 60 27 AT<72 34 35 50 43 57 49 50 63 39 22 A<67 55 40 57 44 A<76 A<73 44 38 49 100 a<40 aT<65 51 41 E~C L L V O 7 L 7
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6-J'ON-1997 09:59 VOIi2EE:115 7.1RI:372-60 RJR SEGNMATION STUDY : FPMATE SMDRERS A,CE'D 25-34 - Table 169 Page 192 4-30: Cigarette Issues Agz+eemen t Ratings : Bottom-2 Box Based on iton-Mearthol Smokers Sample Base Weighted Base Sig Test Columr~ Ref>versus lower Case SOe Upper 90s I enjoy the ritual of smoking. It's something familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjoyable momeat even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an eztremely low level of nicotine Cigarettes usually leave an unpleasant aroma.in a room I really emjoy a cigarette during a short break from some activity I enjoy smoking when I'm rushed and have lots to do . I can think of many times when non- smokers have been rude to me because I was smoking around them I enjoy a cigarette when I'm thinki:ag through a problem Total NT NF ST SF INT ENT I1Q8 ENF ISP EST ISF ESF FZTFP ISTJ .... 2iT..... ....27F..... .... ST..... .... SF..... Cauc Other canc Ot2sr Cauc Other Caw Other 181 153 35 31 44 48 57 34 45 41 14 5 21 26 30 26 31 19 26 36 19 14 18 23 20 17 28 7 39 5 39 18 37 8 17 9 27 4 40 7 22 12 37 4 B>ACIE C>ABDE D>ADME E>ABL9 F>AG GQAF FDAI I>AH J>AK lOA7 L>AM 1DAI. N>AO O>AN P>AQ 4>AP R>AS S>AR T>AU U>AT V>A47 E7AV 5 A<. Be<6 ABEd2 A<• . A<. . 8 Ak<17 6 a<1 A<. A<. 4 A<. . 7 . Au<16 5 A<1 , 12 16 10 e<17 a<7 4 18 17 S 20 13 A<4 9 A<. 8 18 . 12 . 17 16 7 9 ADE<19 de<12 a<5 A<3 69 8 8 13 7 A<2 A<1 5 A<29 14 16 36 14 . A<1 t<12 A<4 15 aE<24 aE<23 E<14 A<_ . A<29 43 17 16 12 A<. A<_ A<3 aN<32 A<28 . 20 40 11 - 22 A<. . 14 E<18 E<U.3 ACE<26 A<1 60 10 2 16 AK<34 15 A<1 A<2 18 An<39 21 . 15 . 20 At<37 A<2 12 E<13 ADE<23 8 A<3 . 16 10 A<27 12 A<3 A<. A<5 A<30 25 15 . A<27 . U<12 A<1 A<3 • 10 ACE<26 Ae<4 CE<15 A<. 5 A<30 17 A<. AA<25 A<2 A<. A<_ A<_ N<19 A<30 . A<5 . AU<22 A<2 A<. . 18 ACDEG38 14 aC.i a<12 . A<46 . 18 A<7 j<18 a<9 14 A<5 11 A<43 . 16 . A<3 T<28 A<7 61 27 25 a<20 AbC<39 28 11 27 30 A<17 32 A<48 21 34 A<* N<36 23 38 A<16 40 AU<51 a<16 25 59 9 ADE<18 dEG7.2 A<4 A<2 . A<22 26 8 AUl j<7 A<. a<3 A<. A<2 A<21 . 14 . A<1 9 A<2 4CE~L 639i~
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6-JUN-1997 09:59 V07dtt1•:115 DRI:372-60 R7R SEGM21'PATION STVDY : FPMALE 3MOAERS A® 25-34 Table 175 Page 19g 0.13: Attribute Iagortance Ratings : Easy to draa/pull smoke through the fiSter. Based on Wnttw1 Smokers Total NT NF ST SF INT E1Tf DAF IIiF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sampie Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Caue 12 Other Caix 13 17 Other 13 Ca= 27 Other 28 Caix Other 10 9 We.i.ghted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Siq Test Coluao Ref>Versns Lo.er Case 80% Upper 90% - A B>ACDE CN1BE D>ABCE EbAHCD F>AG G>AF }DA1 D~AFI J>AK AAJ IJAM bDAL N>AO ONd7 P>AQ 4>AP R>AS S>AR T>AV U>AT V>AW WhAV 10 30 27 A<15 C<35 C<40 32 22 21 A<12 24 AX48 87 19 15 27 27 28 A<13 19 32 a<41 14 68 9 14 19 8 13 19 29 - 9 14 A<5 10 18 13 22 6 7 38 - A<4 18 10 19 18 21 8 11 10 aG5 ACE<18 a<4 ' 11 9 14 A<. AR<29 a<4 - 5 - A<32 19 1 A<. 18 18 17 7 . 7 6 2 aBdE<14 E<5 A<. . 5 20 11 3 7 . . 14 4 . 5 a<16 10 5 5 . . 6 10 13 11 7 11 - 28 7 14 K<12 A<1 . 15 5 11 . 26 12 9 9 A<3 21 . 5 9 11 ADE<19 A<4 4 13 9 . A<30 5 A<2 . 5 34 6 9 14 A<23 9 5 A<2 7 . 4 8 5 10 6 13 1 10 . 15 R<11 A<. . 19 10 6 . 11 14 . U<9 A<_ 26 . 3 3 4 5 a<1 6 . 9 . 8 A<. 2 _ 8 10 A<. 8 . 7 _ A<. 2 . 11 2 2 a<. a<. bc<3 4 . . . a<. k<5 a<. _ 5 . 6 _ - a<. . 5 a<. 7 . 1 4 e<7 4 eG5 A<. 14 . . 5 A<. J<10 _ _ 6 A<. . 15 1 10 u<7 A<. . . 0 4 A<. BE<9 be<4 A<. . . 24 a<1 A<. j<8 . . 1 A<. . . 10 7 A<. T<10 . . Don' t know - Mean Score 7.03 C<7.19 A<5.83 aC<7.46 C<7.66 7.51 6.81 6.29 A<5_58 7_38 7_56 9.87 6.63 a<5.78 N<7.56 aQ<8 .25 6.09 AG5.46 6.79 7.21 a<7.91 6.37AV<8.99 Standard Deviation 2.971 2.775 2.927 2.961 2_694 3.090 2.310 3.733 2.330 2.321 3.576 0.340 2.693 2.528 2.278 2.039 2.993 2.750 3.145 2.876 3_054 2.505 2_185 Standard Error : 0.262 0.555 0.534 0.399 0.618 0.892 0.641 1.078 0.549 0.431 0.701 0.170 0.695 0.676 0.475 0.589 0. 830 0.667 0.872 0.553 0.577 0.792 0.728 FaTL 6891C
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6-JON-1997 09:59 VOYi4;E':115 DRI:372-60 RJR SEGMENTATION STUDY :FM4kTS SMORFR S AGFD 25-34 179 P T bl e 202 _ . a e ag 0.13: Attribute Importance Ratiags : Mentbol taste Based on Menthal SSnokers Total N't' NF ST SF INT FdiT IPF ENF IST EST ISF ESF ENBP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sanpie Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cauc 12 athe= 13 Cauc 17 Other Cauc 13 27 Other 28 Cauc 10 Ocrer 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Col~ Ref>Versus Lower Case 808 Upper 90% A B>ACDE C>ABDE D>ABCE E>AB® F>AG 6>AF tDAI I>Aii J>F1C AAJ L>AM tDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT V>AW W>AV 10 45 36 45 48 42 31 41 54 40 A<31 AJ<69 47 40 40 a<33 33 39 47 39 AII<60 A<29 40 45 9 13 c<20 a<7 c<16 8 17 22 10 a<5 19 11 13 5 6 18 34 5 A<4 13 17 14 7 9 8 8 4 10 8 8 8 . 14 8 9 7 . 12 10 3 8 . 10 10 8 10 7 9 7 - 4 2 AbDE<14 A<. A<. . 5 . A<21 A<. A<. . . 15 A<. . 5 A<19 . A<. A<. . . 6 9 8 7 A<4 ABmQ8 . 18 . 11 5 A<2 39 23 14 6 _ 17 10 - 5 A<2 18 38 5 5 4 AbDE<14 A<2 a<1 . 9 22 10 A<' 3 - 2 8 A<1 8 - 10 24 A<. 5 2 . 4 4 A<. A<. SC<7 bc<9 . . . A<. aX<12 A<1 _ 14 . a<13 . . A<. . 2 At<14 18 . 3 5 ACde<17 A<. cK5 4 29 4 . A<. k<8 A<. . 5 . 9 17 18 A<. . u<7 A<. 7 . 2 3 A<. 4 BE<5 A<. . . . 6 aR<9 A<. . . 8 a<11 . . A<. 14 A<. AT<14 . . 1 2 ce<7 A<. ce<3 A<. 14 A<. k<5 A<. 6 _ 15 A<. . A<_ t<8 . . 0 1 . a<. abce<3 a<. a<. a<. aj<6 . . . a<. . . a<. . 2 4 . . Don't knoa ' 1 1 1 . . . Mean Score 7.75 7.20 8.02 7.76 7.77 a<6_35 f<8.16 8.54 7.74 A<6.86AJ<8.82 8.29 7.53 7.72 A<6.63 7.91 a<6. 47 8.29 7.33AV<8.64 A<6.20 7.34 8.22 Standard Deviation 2.800 3.131 2_233 3.113 2.314 3.601 2.129 1.979 2.311 3.216 2_614 1_875 2_455 2.427 3_342 2_573 3.474 1.826 2.931 2.412 3.559 2.627 1.828 Standard Error 0.247 0.639 0.408 0.420 0.531 1_086 0_591 0.571 0.545 0.597 0.513 0.938 0.634 0.649 0.697 0.743 1.003 0.443 0.813 0.464 0.673 0.831 0.609 Lt,!EL 689IS
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6-JVN-199'7 09:59 VOI REP:115 DR1:372-60 RJR SEGb29TAT1OP STUDY FEmLE SNA7EER4 AGM 25-34 Tab1e 181 Page 204 , : 4.13: Attribnte Importaxwe Ratings : Smooth taste Based an Marthol Smokers - Total NT NF ST SF 22a1' IIPf SXF £1aF SST FSl ZSF ESF F17P'P ISTJ .... IiT..... .... FB..... .... ST..... ....SF..... Cauc Other Cauc Other Cauc Other Casso Other Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Column Ref>Versns - Lower Case 80% Upper 90% A B>AmE QABDE D>ABCE E>ABCD F>AG QAF Ii>A1 1>Ati J>AR AAt IJAM 2DAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 10 44 A<29 A46 ABC<59 e<47 23 36 20 a<29 45 AJ<74 23 58 32 47 24 34 AQ7 24 An<66 46 67 26 9 27 DC31 AbD60 A<9 D<35 30 31 51 A<49 A<9 A<9 77 16 54 A<10 57 4 A<53 42 A<7 A<12 19 53 8 5 e<9 4 E<6 A<. 16 . 11 A<. k<10 2 . . . 11 17 . A<. 14 7 5 - . 7 5 A<. 4 BC7 b<10 . . . 6 7 6 . 14 6 6 . . a<1 11 7 7 7 12 6 6 AOMC23 5 aQ A<. 14 33 14 A<. 4 A<. 5 . 46 7 . A<. t<6 . _ 5 5 A<. BE<9 BE<7 A<. _ - - 14 k<11 2 _ . 5 6 . . 12 _ 5 10 . . 4 1 1 1 _ 4 2 . 3 . . . . 5 _ . 3 _ - 4 - . 7 . 3 4 A<. 1 ABCE<9 A<. . . . 2 A<13 4 . . 3 A<15 . . A<. 5 7 a<12 - . 2 1 . . . 4 . . . . . . . 6 . . . . . . . . . 9 1 2 ceCf a<. 1 a<_ 14 . . a<. a<. 3 a<. . 15 a<. . 2 a<. . . 0 Don't know • . . • _ . . . . * . . . . . . . . . . 1 . . Mean Score 8.40 7.86 8.50 8.38 8_79 a<7.41 8.38 8.51 8.49 a<7.83aJ<9.03 9.23 8.59 8.85 7.95 0<8.94 A<6.75 8.55 8.36 8.67 7.87 9.16 8.41 Standard Deviation 2.235 2.496 1.687 2.480 1.955 2.948 1.710 1.475 1.793 2.586 2.173 0.418 2.321 1.504 2_552 1_023 3_021 1_640 1.795 2_361 2_599 1.655 2.158 Standard Error 0.197 0.499 0.308 0.334 0.448 0.851 0.474 0.426 0.423 0.480 0.426 0.209 0.599 0.402 0.532 0.295 0.838 0.398 0.498 0.454 0.491 0.523 0.719 6ti£L 689:5
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• 6-JON-1997 09:59 Q.30: Cigarette Issues Agreement Ratings : Bottom-2 Box Samgle Base Weighted Base Sig Test Column Ref>Versia Lover Case 80% Vpper 906 Restrictions against smoking are fair to both smokers and noa-smoket I believe that second-hand tobacco smoke is dangerous to a ncn-moker's health If I have a choice, I al.ays try to avoid public places rhere smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an Lxnpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should come before the rights and wishes of smokers I enjoy a cigarette when I'm just relaxing I really want to cut down on tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad • VOLREF:115 I8tI:372-60 IL7R SEMMTATIqQ STUDY :rEMr-*' SMOlaR4 AGES 25-34 • Table 144 Page 163 Total 3aT 2P ST SF INT E8T IliF El4p' IST EST ISF ESF EBFP ISTJ ....BT..... ....NB..... .... ST..... .... S£..... 310 221 60 41 74 65- 112 63 64 52 26 11- 34 30 26 17 48 48- 55 35 57 28 23 21 41 31 34 25 40 23 Cavo 40 32 Other 20 9 Cauc 56 53 Other 18 12 Cauc 66 41 Other 46 22 Canc 47 43 Ot2xs 27 9 A B>ACDE C>AHa£ D>ABCE E>AHCD FNG G>AF FDAI I>AH J>AX AAJ IJAM 2DAL 1C•AO O>A1Q p>AQ 0>Ap R>AS S>A R T>AU U>AT V>Ai1 V>AV 32 E<37 EG35 E<35 A<20 A<15 aF<44 32 35 35 35 25 A<17 AO<60 39 aQ<41 a<19 s<37 22 26 AT<51 A<19 25 13 C<17 A<4 ACEC21 c<10 7 aF<21 A<3 A<4 A8<30 9 A<4 1<14 a<7 AA<33 17 18 A<1 R<16 AU<26 11 W<12 A- 21 16 A<15 ABCC27 cf24 A<6 f<19 A<5 H<18 27 28 15 al<30 a<32 A<39 A<9 A2<41 s<17 A<6 AUG32 18 W<27 A CS 58 52 ABDe<68 53 56 A<23 F<62 A<74 a<66 53 53 65 50 A<71 62 52 50 64 AR<84 A<47 T<64 58 47 I5 11 EQ4 A8CEC27 A<5 11 11 A<6 h<i6 AK<42 a<9 A<4 A<5 a<9 AtK48 A<3 AP<40 A<9 AR<34 AU<32 18 A<5 A- <5 17 e<t7 E<21 E<20 A<8 A<5 F<22 A<3 AH<27 AK<30 A<7 A<4 a<10 A<40 A<31 17 18 23 12 21 18 A<7 10 42 A<32 ABdE<53 b<42 a<34 A<16 F<38 A<26 AH<62 41 44 37 a<32 AO<70 45 A<28 p<48 AS<61 A<15 39 49 W<4 0 A<9 28 33 24 c<33 26 24 36 28 22 AK<44 A<18 A<14 L<34 A<15 AN<51 24 AP<67 A<15 AR<63 23 ATG50 24 35 8 6 A<3 aC<11 C<11 5 7 6 A<2 Ak<15 6 4 aL<16 A<1 AIK22 5 13 A<2 8 AUd5 a<3 aW<13 A<. 17 Acde<25 14 15 15 A<6 AF<31 A<3 H<19 k<19 A<9 12 17 A<35 A<28 22 A<36 S<17 A<3 U<19 A<7 w<17 A<5 35 ACDE<52 e<34 E<35 A<22 A<56 A<51 A<10 H<42 39 30 A<9 L<31 A<12 F<41 - a<46 APG74 a<27 AR<65 31 42 A<19 33 25 29 26 26 21 31 28 28 25 a<18 A.I<35 21 22 A<4 H<26 23 AP<49 24 31 u<29 19 20 27 28 28 27 25 32 a<16 £<33 22 29 a<20 31 36 29 A<5 H<30 26 38 aQ1 AR<57 U<31 A<14 32 30 19 21 20 e<22 a<13 A<5 F<27 A<8 H<25 ak<27 16 A<2 L<21 16 AN<41 14 AP<47 19 25 16 AT<34 N<16 A<. 13 ACE<22 a<9 ce<15 a<8 a<25 a<21 12 a<8 11 Aj<22 a<6 10 A<3 H<14 18 Ap<39 A<3 AR<38 15 17 A<4 aV<30 31 29 32 e<35 26 A<17 f<34 a<21 h<36 35 35 a<19 30 31 An<47 25 aP<47 a<24 AR<68 29 AT<45 W<30 A<9 7 ce<8 A<2 AbCE<14 A<3 10 7 A<. a<3 A<18 10 3 A<2 4 AN<22 A<2 AP<32 A<2 4 AU<22 A<1 A<2 5 38 adE<48 Adc<46 E<36 A<24 29 AF<54 a<53 44 k<43 . A<29 29 A<20 A<55 a<50 a<49 43 AS<52 A<21 AG28 AT<52 AW<27 A<7 8 aCE<14 A<2 aCe<11 5 A<. AF<18 A<. A<3 AK<15 6 A<. L<8 4 ANC22 a<15 10 A<3 A<1 Au<14 6 5 - 5 15 eQ9 14 E<18 A<9 Ag<31 15 19 12 17 19 A<2 L<14 12 21 19 18 S<17 A<. 16 20 A<8 12 11 12 10 12 9 A<. F<16 A<1 HQ3 15 9 8 10 A<22 a<18 7 AP<33 11 a<4 14 9 8 13 SOEL 6S9TS
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S 6-JON-1997 09:59 Q.13: Attribute ' 10+9' Z-portance Fatvx3s • VOIREF:115 DRI:372-60 RJR SEGMEN'IATION STUDY :FEMATr SMOlERS ACE9 25-34 • Table 172 Page 195 Based on Mrsithol Smokers Total 1Pf NF ST SF INT - ENT INF FNF IST FST ISF £S£ ISTJ .... PT..... .... PF..... .... ST..... .... SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Canc 12 0#her 13 Canc 17 Othnt 13 Canc 27 Other 28 Caax 10 Other 9 Weighted Sase 68 .. 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1nmn RrS>Verssss Loser Case 80! Vpper 906 A B>NSE C>ABVE DN1D= E>ABCD F>AG ©AF 2>A2 I>AH J>AR 1C>AJ IJAM NDAL N>AO O>PS7 P>AQ Q>AY R>AS S>AR T>AV U>AT V>AX T1>AV Easy to draw/Full smdce through the 44 C<47 A<23 C<49 aC<60 61 31 35 A<17 34 AJ<66 100 21 34 65 28 A<18 38 42 At<60 32 89 filter Fnll bodied tobacco taste 34 ACDC52 A<17 c<29 H9<55 61 41 21 A<15 A<15 aJ<46 87 40 14 A<16 74 29 A<7 42 30 28 50 59 Light taste 20 12 A<8 ABC<28 c<23 17 7 8 A<8 13 AJ<45 62 5 11 13 11 14 A<3 21 a<30 24 21 26 Low tar and nicotizx 38 AQ6 A<22 ABtEG57 30 22 26 8 29 47 Aj<68 36 27 23 aG52 24 24 ad6 10 AtK66 40 25 35 Menthol taste 57 55 51 a<66 50 48 64 64 44 50 AJ<81 61 45 46 50 67 44 51 52 AV<76 a<43 47 53 Price 45 A<22 A<30 ABC<61 B<46 15 30 36 A<28 a<57 A<65 62 39 23 a<57 24 21 33 24 A<62 a<57 41 52 Smooth taste 71 60 76 68 a8d<82 53 67 72 78 A<55 AJ<83 100 74 86 a<57 80 39 80 65 73 a<59 86 79 Strong taste 25 30 18 26 31 40 18 28 A<13 19 j<35 36 29 17 20 35 24 a<13 31 27 24 28 35 YIfLL 6O Sf.' Yg
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S 6-JON-1997 09:59 0.30: Cigarette Issues Agreeme.t Ratings : Top-2 Box Sample Base Weighted Base Sig Test Column Ref>Versus Lower Case 808.Vpper 90! :_.. Restricticns against smoking are fair to both smokers and non-smoker I believe that second-hand tobac'w" smoke is dangerous to a non-smoker's' health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable aronnd other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a qroup I won't be the first to start smoking I enjoy smoking The rights and wishes of xam-smakers should come before the rights axxd wishes of smokers I enjoy a cigarette when I'm just relaxing I really want to cut down on tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad • VOIdZF:115 MLI:372-60 RJR SEGHffiiTATION STVDY : FP191LE SM6PO:RS AGFD 25-34 • Table 143 Page 161 Total NT NF ST SF INT ENT IIa' F17F IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF.--.. 310 221 60 41 74 65. 112 63 64 52 26 11 34 30 26 17 48 48 55 35 57 28 23 21 41 31 34 25 40 23 Canc 40 32 Other 20 9 Cam 56 53 Other . 18 12 Canc 66 41 Other 46 22 Cavc 47 43 Other 17 9 A- 8>AC3)E - E>ASCD ' F>AG ©AF fDAI I>AH J>AR IOAJ IJAM IAAL 1C~A0 O>AN P>AO Q>AP R>AS S>AR T>AST VhAT V>AW W>AV 42 c<43 C<44 ACG52 a9<57 39 A<23 36 39 a<51 47 A<56 A<20 n<35 37 AP<68 A<'19 r<46 48 38 AW<57 31 62 61 60 62 63 aq<75 56 AI<76 54 a<52 AJ<75 67 60 A<22 N<54 58 69 57 r<74 58 70 60 aC76 56 53 57 54 61 49 55 47 61 56 52 AM<77 50 a<45 A<42 53 56 57 56 51 60 58 Av<77 23 CC21 A<5 A8C<33 AbC<34 AG<62 A<7 1<15 A<2 AK<40 25 29 A<37 ACi N<31 19 29 A<4 a<11 AuC37 26 a<32 a<40 69 D<75 IX71 A<59 0C71 a<81 73 a<81 68 A<45 AJ<78 am<81 65 0<63 A<44 AQ<82 A<49 s<75 57 A<52 T<73 w< 75 54 70 67 69 a<65 ABcD<80 77 63 AI<91 a<61 A<54 aJ<79 A<86 76 A<54 A<49 67 66 65 AR<85 A<60 t<74 A<80 a< 83 44 ACd<55 A<32 c<44 aC<52 Ag<70 50 I<47 A<27 47 39 54 51 A<21 N<48 AqC59 39 A<27 R<57 42 47 51 57 48 50 47 a<41 aD<56 47 51 48 47 A<38 46 55 57 0<58 A<35 aQ<60 A<13 S<52 A<25 V<51 AC23 Aw<60 39 80 75 A8IK87 77 79 72 76 73 AH<92 77 77 aM<89 72 0<86 a<69 75 74 a<86 A<92 a<73 t<84 75 AV<97 49 a<41 46 b<51 ABc<59 g<54 A<36 57 42 45 aj<59 Am<70 52 41 A<34 a<40 42 44 54 nG56 41 56 AV<76 29 A<19 A<21 BC<33 ABCd<43 24 A<17 26 A<19 30 36 a<45 A<42 32 35 a<21 A<13 A<21 24 32 33 A<43 44 48 41 45 aB<54 51 50 a<38 48 44 AK<63 44 48 53 A<69 A<62 q<46 A<16 47 37 48 AT<66 w<55 a<34 44 37 45 b<49 41 a<31 39 35 49 Ak<% 41 33 47 A<61 47 38 32 47 39 42 AT<61 43 34 53 46 A<39 C<54 ABCD<74 AG<83 A<33 i<51 A<34 A<38 AJ<74 A<82 A<69 A<23 A<35 47 42 A<32 aR<70 51 59 A <74 A<75 55 55 52 a<49 AbCD<67 A<30 F<63 54 51 49 50 65 A<68 58 57 56 49 53 46 52 a<44 AW<75 A<30 . 41 35 d<45 36 d<46 41 33 AI<67 37 34 38 37 a<52 0<40 A<20 38 a<25 aS<50 a<25 u<40 A<28 45 51 70 68 68 67 AbcD<79 63 69 60 71 64 71 a<82 77 AO<92 63 69 63 68 68 A<58 AT<83 A<81 69 29 A<19 A<20 Bc<30 ABCDG49 aG<42 A<l0 A<15 a<22 28 32 a<45 A<52 A<8 N<22 A<11 aP<45 A<15 aR<44 32 26 A<51 42 75 69 abD<81 a<70 d<78 g<80 - 66 a<61 AFK88 68 71 AM<89 71 AO<93 a<66 67 79 80 a<88 A<61 AT<85 80 69 57.- 58 a<50 54 ACd<67 53 60 53 a<48 49 j<62 58 A<73 A<38 n<53 0<63 a<40 a<49 53 51 61 _AW<71 47 66 60 71 65 67 59 61 a<78 68 61 70 73 62 57 n<72 62 53 71 68 66 63 aW<75 AG27 90!~L 6S9TC;
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6-7UN-1997 09:59 VOLREF:115 DRI:372-60 R7R SEGMElPTATION STUDY : FFMASE SMOIO:RS AC,ED 25-34 Table 156 Page 176 ¢.13: Attribute Inportance Ratings : Strong taste Based on Non-Menthol Smolcers Total NT NP ST SF IltT FN'P INF ENF SST EST ISF FSF ENFP ISTJ .... i3T..... .... NF..... .... ST..... ....SF..... Caw Other Cauc Other Cauc Other Caw Other Sauqale Base 181 35 44 57 45 14 21 14 30 26 31 19 26 20 17 28 7 39 5 39 18 37 8 Neighted Base 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 Sig Test Column Re£>Versns Lover Case 808 Upper 90% A 8>ACDE C>ABDE D>AHCE E>ASCD F>AG 6>AF H>AS DAB J>AK lOAJ L>AM 147AL N>AO O>AN P>AO 0>AP R>AS S>AR T>AU U>AT V>AW i7>AV 10 9 A<* b<5 B<12 ABC<18 1 A<. 6 5 aR<18 a<4 12 A<23 12 7 A<• _ 6 . aII<17 a<3 A<20 • 9 6 C<10 A<1 C<8 C<8 59 A<. 2 A<. 11 4 am<16 a<2 A<. 4 11 . A<1 . aU<13 A<_ 9 2 8 10 A<1 A<2 BC<11 ABCD<25 5 A<1 . ACl 9 13 AQ9 A<22 5 A<. A<1 7 A<2 . 10 13 A<26 19 7 4 6 de<7 a<1 A<1 . 7 2 9 2 A<` 1 a<1 A<. 2 7 . 8 6 A<1 2 A<1 . 6 3 4 e<6 3 A<• - 5 . 8 5 A<. a<1 A<. A<. n<10 A<_ 35 A<. 40 4 A<• A<• 5 14 ACDE<29 12 a<9 9 7 A<34 6 14 A<4 j<16 11 8 AO<31 A<4 A<33 3 14 . A<4 t<18 10 4 4 5 7 d<7 a<2 3 . 8 17 4 2 5<1 A<. 5 9 4 8 . 6 15 5<1 2 3 . 3 13 E<16 E<19 E<19 5<1 9 17 28 16 a<24 12 A<. A<2 17 19 18 . a<22 . AU<29 A<. 5<1 _ 2 8 6 AD<14 5<1 d<6 4 7 35 8 A<2 A<. 4 8 0G17 4 5<1 41 5<17 . A<2 A<. 7 _ 1 5 a<2 a<2 3 ABCd<11 10 A<. • 3 5 5<1 A14<25 a<1 3 10 2 . 2 . A<• 8 9 34 0 23 19 24 abE<31 17 5 22 4 31 17 AJ<51 5<1 L<29 A<6 N<35 19 14 22 40 20 AT<54 a<14 41 Ybn't knov Mean Score 4.25 4.04 A<3.38 4.1858C0<5.47AGG6.62 3.51 3.47 A<3.35a5<5.11 A<2.94 A<5.96 a<5.09 0<4.39 a<2.93 4.10 3.64 A<3.38 3.38aU<5.05 A<2.55AWG5.79 aQ _24 Standard Deviation 3.394 2.708 2.811 3.733 3.807 3.330 2.216 2.230 2.966 3.685 3_421 3.441 4_025 2_692 3.172 2_729 2.508 2_805 2.844 3_667 3.286 3.715 3.188 S*andard Error 0.252 0.458 0.424 0.495 0.568 0.890 0.483 0.596 0.541 0.723 0.615 0.789 0.789 0.602 0.769 0.516 0.948 0.449 1.272 0.587 0.775 0.611 1.127 T.Z£L 68° :S
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• 6-JON-1997 09:59 0.30: Cigarette Issues Agreement Ratings : Top-2 Box Based on Non-Menttwl Smokers Sample Base Weighted Base Sig Test Colvmn FSaf>Versus Lower Case 809 Upper 906 Rtstrictions against smoking are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is dangerous to a no¢i-smoker's health If I.have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should come before the rights and wishes of smokers I enjoy a cigarette when I'm just relazinq I really want to cut dovn on tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad 9 is VOLREF:115 DIiZ:372-60 R7R SDf9r&1P1'ATION STUDY : FFMAiE SHOKER4 AGFd 25-34 Table 168 Page 1$9 Total_. NT NF ST SF IIPP IIiT II7F 2N£ IST SST ISt ESF PItFp ISTJ .... NT..... ....1g..... .... ST..... .... SF..... 181 35 a4 57 45 14 21 14 30 26 31 19 26 20 17 Cavc 28 Other Cava 7 39 Other 5 Canc 39 Other 18 Canc 37 S 153 31 48 34 41 5 26 11 36 19 14 18 23 17 9 27 4 40 7 22 12 37 4 A B>Af9E C>ABDE D>AHCE FJABC9 F>AG G>AF Fi>AI DAH J>AK lOA7 IJAM MDAL MAO 0>AN p>AQ 4>Ap R>AS S>AR T>AST V>AT V>AA W>AV 41 42 a<33 34 ACDC55 61 38 15 38 33 36 49 A<59 A<18 A<IS 37 80 a<32 40 tK45 A<i5 A<56 38 61 57 63 63 61 67 56 84 57 52 AJG77 63 A<7 NG54 54 83 60 79 58 71 57 98 56 49 53 62 61 20 56 35 58 ARCl1 49 AM<75 50 A<29 45 50 44 53 53 a<68 51 58 87 20 C<15 A<1 ABC<36 ABC<32 57 A<6 2 A<• AK<52 15 23 A<39 A<• aN<38 a<12 35 A<l . At7G44 21 A<32 35 72 aDC81 73 a<63 71 87 80 92 67 A<48 aJ<82 am<82 61 62 A<49 A<84 56 78 46 A<56 t<76 73 41 71 72 66 68 a<78 85 69 90 aG59 a<.56 AJ<83 Am<89 70 A<44 A<44 70 86 63 87 63 76 78 81 41 ACa7G57 A<31 34 c<47 73 54 44 A<28 K<48 A<16 50 44 A<21 N<49 A<57 58 A<26 60 a<31 40 48 35 48 d<55 43 a<39 acD<57 60 54 45 43 44 A<33 55 58 56 39 a<61 10 50 6 U<53 A<14 A<62 7 82 79 ae<87 83 76 77 79 69 A<93 84 82 aM<91 A<65 0<86 a<67 78 83 86 93 86 78 74 93 46 a<35 41 48 ABc<58 26 37 46 39 46 50 Am<69 50 A<29 A<22 a<34 41 40 46 AU<63 A<18 a<56 73 28 A<16 A<15 BC<34 ABC<45 17 a<16 14 A<15 28 A<43 A<46 A<44 31 38 a<18 3A<17 6 a<37 29 A<46 29 47 a<35 40 ABCe<63 b<50 15 39 44 38 AK<76 46 57 43 a<63 AH<87 39 3 43 21 a<59 A<72 53 9 43 36 40 a8cG53 44 18 40 20 47 AR<66 36 39 48 53 56 40 6 44 21 48 A<63 44 43 50 a<39 A<34 c<50 ASCD<78 74 A<32 38 A<32 A<32 AJ<73 A<86 A<72 AG].4 A<26 44 7 AC29 59 47 56 A<78 77 56 DC58 D<59 A<35 A0C69 11 a<68 68 56 A<37 AG33 AC74 66 68 52 60 44 62 41 A<39 A<28 A<75 14 42 33 M49 38 44 18 36 67 43 43 a<31 35 51 0<49 A<21 36 17 A67 . 43 aQ8 44 47 73 73 a<66 76 ac<80 79 72 56 69 70 a<83 AM<91 72 A0<97 71 71 86 68 53 68 AT<90 a<S1 74 28 A<11 b<22 DC22 ABCD<54 16 AU.0 11 26 23 20 A<49 A<58 A<6 A<8 A<7 36 A<18 46 V<29 A<7 A<56 34 77 71 82 76 78 84 68 55 A<90 68 aJ<87 Atd<94 a<65 AO<.97 65 a<67 100 79 99 71 t<86 78 73 57 57 51 a<47 AbCDCM 25 63 64 a<47 45 50 62 A<79 A<34 50 62 18 52 46 a<46 50 A<71 75 67 57 69 65 b<73 29 63 77 66 64 66 78 70 A<46 AN<90 59 48 71 54 66 62 AC19 18 tEEL 689?~
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~ 6-JON-1997 09:59 Q.30: Cigarette Issues Agreemcrt Ratings : Top Box Based on Moa-MAnchol Smokers Satg+le Base Weighted Base Sig Test Column Ref>Versus Lower Case 808 Upper 90% Restricticass against smoking are fair to both smokers and non-smoker I believe that second-haxld tobacco smoke is dangerous to anon-smoker's health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finxling a cigarette that would be less offensive to others Before I light a cigarette xow, I am more likely to ask others if they mind if I smoke I only smoke in cer•ain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision axxd no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvessience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking The rights and wishes of non-smokers should come before the rights and wishes of smokers I enjoy a cigarette when I'm just relaxing Total 181 153 A 33 34 36 11 67 28 12 32 24 33 40 16 56 16 63 I really want to cut down on tar and . nicotine in my.smokixg . Smokirng often makes my clothes and hair smell bad . 36 43 WIitEF:115 DRI:372-60 RJR SEM427TATI08 STOb7 :£F29tTE SMOtO;RS AGM 25-34 Table 167 pa¢ I$7 Ht HP' ST SF I2a1' ENi' IRF f1iF IST... LST ISF SS£ P27P'P ISTJ .... N'1'..... .... NF..... .... ST..... .... SF..... 35 31 44 48 57 34 45 41 14 5 21 26 14 11 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Canc 28 27 Other 7 4 Canc 39 40 Other 5 7 Cavc 39 22 Other 18 12 Cauc 37 37 Other 8 4 B>ACDE QABDE D>ABC6 FJAHCD F>AG G>AF B>AI I>Afi J>AK A>A7 IJAM ADAL 2i>AO O>AN P>AQ Q>Ap R>AS S>AR T >AV tAAT V>AR W>AV 26 d<32 A<20 ABcD<49 56 a<20 11 38 k<26 A<12 46 A<51 Ao<18 A<4 25 35 31 40 tK29 A<3 A<.50 38 D<43 33 A<22 D<40 62 38 11 40 A<21 a<22 42 38 A<5 A<9 43 38 32 40 V<29 A<8 35 92 28 d<36 A<23 ABcD<53 12 31 14 43 29 A<16 Ald<72 38 A<13 A<10 a<26 41 33 53 II<30 A<li AG.50 87 C<14 A<1 aC<18 C<17 56 a<5 2 A<• a<22 13 7 AL<24 A<- n<15 11 35 A<1 17 20 15 35 A<34 8<52 41 aBDG57 65 A<27 92 40 A<29 J<57 a<64 52 a<33 40 .A<31 55 53 46 A<23 AT<74 A<59 35 a<37 b<55 43 b<53 67 A<31 85 46 a<34 J<55 50 55 a<33 37 a<37 41 a<57 47 A<30 AT<68 50 74 28 28 3i a<40 71 - A<19 27 28 aF<45 A<14 A<50 33 21 n<42 31 3 A<22 60 28 38 a<41 35 ACD<44 25 A<19 D<36 57 42 43 A<19 A<17 22 38 35 A<6 A<4 A<50 a 28 6 II<28 A<2 39 7 61 ABDe<80 A<53 d<67 75 58 68 A<84 a<54 a<52 AM<91 A<48 AO<86 57 58 83 A<78 93 A<41 T<76 64 93 25 ad<37 23 25 10 29 43 35 24 21 A<13 L<34 24 17 23 41 36 46 27 a<15 24 35 A<l B<14 B<11 ABd<21 8 A<. 12 14 15 a<6 A<29 14 Ao<28 10 A<l 15 6 12 9 a<20 29 26 33 ABE<45 a<25 4 31 23 36 A<47 41 21 28 A<59 A<67 29 36 19 33 AT<67 26 9 19 29 28 19 1 23 14 a<33 32 23 aM<38 A<4 AO<53 17 21 3 30 21 32 21 20 2 d<30 d<32 A<18 A8cIK48 62 23 37 30 AC7 J<32 A<51 a<47 A<10 A<15 33 6 27 59 A<6 T<40 A<46 70 D<38 . AD<50 A<16 aD<48 9 44 43 A<53 A<20 A<12 53 44 AO<62 A<21 38 41 A<52 41 AOC23 A<4 A<53 IX18 D<18 A<6 D<21 8 20 16 19 A<. J<13 17 25 AO<40 A<. 19 17 21 . A<4 9 23 54 58 52 60 69 50 48 61 57 46 a<70 53 A<79 63 50 80 59 53 A<39 AT<76 59 74 A<8 bIX19 A<7 ABD<26 9 a<8 8 23 A<2 j<13 14 A1<34 A<1 A<4 A<5 35 15 46 A<8 A<4 a<25 34 60 61 61 67 83 56 20 A<74 a<51 aJ<74 AM<91 a<49 AO<90 53 56 93 57 85 53 T<75 70 35 30 32 31 ABCO<49 10 34 32 32 A<10 J<47 43 A<54 30 A<19 34 3 29 46 A<23 T<48 AG50 35 a<34 b<50 40 44 22 36 67 45 Ed0 A<27 54 37 a<28 AN<82 a<32 44 a<52 41 35 - 50 48 12 Z££L 689?S
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6-JON-1997 09:59 VOLRFF 115 DRI 372-60 RJA SEQMENTATION STUDY FfMAIE SM02ER S AGF9 25-34 e 1 173 Pa T bl 6 : : : . g a e 9 4•16a: Feature '10+9' Importance Ratings Based on menthol Smokers Total NT NF ST SF INT F27T INF FS7F IST FST ISF ESF £NFP ISTJ .... iPt..... .... NF----- .... ST...-. -...SF..... Casx _ Otkzer Caw Other Canc Other Cauo Other Samp1e Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Coltmn Ref>Versus Lower Case 80% Upper 90% A B>ACDE C>ASDE D>ABCE F.>ABCD F>AG pAF H>AI I>AFI J>AK tOA7 L>AM M>AL N>AO 0>AN P>AQ 4>AP R>AS S>AR T>AU U>AT V>AW W>AV Less lingering odor left in the room after smoking 35 27 29 Abc<45 30 30 24 30 28 32 AJ<60 23 33 23 36 21 34 aC23 43 38 At<57 25 35 Less smoke given off the lit end of the cigarette as it burns in the ashtray 35 34 aC25 aC<42 34 37 29 33 aQ1 33 Aj<53 62 21 17 35 30 38 33 5 42 43 14 54 Less smoke to make eyes aater and sting 30 c<29 A<14 AbCE<45 20 41 15 22 A<9 27 AJ<67 23 19 10 30 32 25 A<8 29 39 A<55 14 26 Less stale cigarette taste in your mouth after smoking 43 41 a<32 46 C<56 48 33 39 a<28 a<33 AJ<60 62 54 35 34 56 25 A<27 45 42 52 58 54 Less imsightly ashes that remain after smoking 19 C<27 A<9 18 aC<33 37 15 14 A<6 12 24 62 19 7 14 30 24 A<7 14 22 a<11 14 52 Lowest in carbea monoxide 39 A<16 b<31 ABC<52 B<39 14 18 41 a<25 40 AJ<66 36 40 31 45 16 16 37 13 48 A<58 51 26 Lowest tar and nicotine content 33 A<14 A<21 ABC<43 Bc<43 14 15 21 a<20 26 AJ<63 75 27 13 28 13 16 a<19 25 a<45 40 25 60 No additives in the cigarette 49 51 53 48 43 45 59 61 49 42 55 62 35 57 46 65 37 60 36 42 t<59 24 64 No pesticides .rhea tobacco is grown 47 A<25 3<49 b<42 ABCD<75 17 34 59 43 42 41 87 69 54 39 18 32 44 61 A<31 AT<61 69 80 T ~i£L 68QZS •
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6-JON-1997 09:59 WIFEF:115 MtI:372-60 RJ2 SEGMENfATIOR STUDY : FP16iLr SBOPUMS AG® 25-34 Table 184 Bage 207 Q.16a: Feattse Iaport.anee Ratings : Less smoke given o££ the lit end of the cigarette as it burns in.the ashtray Based on I+faithol Smokers Total - Nt HF ST SF INT LNT INF FNF IST EST ISF SSF FNFP ISTJ .... 1Pf..... .... R1'..... .... ST..... .... SF.--.. Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cal= 12 Other 13 Cavo 17 Other 13 Caax 27 Other 28 Cauc Other 10 9 tteighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 - Sig Test Colum Fe£>Vex~ Lower Case 806 IIpper 90b A B>ACDE - OABDS D>ABCE E'>ABm FNaG pAF FDAI AAH J>A1C 20•h7 IJAM bOAI, N>AO O>AN P>AQ 0>AP IUAS S>AR TNW II>AT V>AF1 W>AV 10 24 31 18 29 16 37 25 21 17 20 Aj<39 23 13 12 20 30 33 24 5 32 23 14 18 9 11 AC2 7 B<24 B<18 . 5 12 a<4 13 14 39 8 5 15 . 5 9 . 10 a<20 . 37 8 4 5 a<I o<6 1 1 9 . 1 8 3 . 2 . 10 8 1 1 . 7 5 2 . 7 11 AQ aBDG18 Af.5 a8DQ3 . 3 11 aQ2 2K9 A<. 38 17 29 a<4 3 . 20 14 7 A<2 14 33 6 5 4 A<1 c<7 9 8 . . 2 A<. aJ<15 - 14 2 A<. 8 . a<1 1 A<. AT<19 18 . 5 14 18 17 a<9 17 29 5 10 21 a<8 11 . 25 27 a<6 17 18 13 28 9 9 33 . 4 6 ac0;<17 e<8 e<4 A<. 7 28 14 4 3 5 . . . 3 7 26 A<. 27 5 2 . . 3 2 1 A<. c<3 6 1 . . A<. k<6 A<. . 9 . 7 . 1 A<. . 5 1 . 12 2 8 A<. BE<12 aBE<12 A<_ . . 6 15 ak<18 6 . - 20 aQ9 . . 13 10 AV<19 AQ . . 1 5 4 5 6 6 . 9 14 A<. 5 7 . 8 . 6 9 . 7 . 7 5 11 . 0 9 deQ7 13 - 5 4 16 17 12 14 K<10 A<. . 5 5 11 19 15 13 15 A<. T<15 7 . Don't knoa Mean Score 6.01 5.67 . a<5.29 cG6.35 c<6.57 6.06 5.22 5.28 5.30 5.59AJ<7.26 8.47 5.69 5.56 5.45 5.51 5.83 5.70 A<4.22 6.37 6.32 5.42aV<7.77 Standard Deviation 3.407 3.661 3_412 3.453 2.753 3.557 3.725 3.645 3.276 3.610 3.012 1_208 2.825 2.789 3.708 3.766 3.542 3.631 2.462 3.417 3.515 2.809 2.105 Standard Error 0.300 0.732 0.623 0.466 0.632 1.027 1.033 1.052 0.772 0.670 0.591 0.604 0.729 0.745 0.773 1.087 0.982 0.881 0_683 0.658 0.664 0.888 0.702 -7SEL b8~iS
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• • • 6-JtR7-1997 09:59 VOLttEF:]15 DRI:372-60 RJR SEQ4a271'ATI~ STODY : FFZ9U.E S1iOPUM8 ACED 25-34 Table 178 Bage 201 0.13: Attribate Importance Ratings : Lov tar and nicotine Based on MMat sthol Smokers Total NT NF ST SF INT EiiT I1QF ENF IST EST ISP' ESF ENFP ISTJ .... NT..... .... IiF..... .... ST..... .... St•-'.. , Canc Other Canc Other Caue Other Cavc Other Sau4.le Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 12 13 17 13 27 28 10 9 Neighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 35.q Test Colvm Ref>Vezstis Lower Case 80% IIpper 90% A B>AmE OABDE DND= E>ABCD £>AG G7Af 2DAI I>AAii J>AK K>A7 L>M DDAL N>AO O>AAN P>AQ Q>AP R>AS S>AR T>AD V>AT ViAtI WAV 10 31 A<16 A<18 AB=<47 24 14 18 8 24 A<46 A<49 36 19 18 A<51 8 24 22 10 Au<55 34 14 35 9 7 8 3 9 6 8 9 . 5 AQ A7d0 . 8 5 AQ 16 . 4 . 11 6 11 . 8 13 dtl.9 8 A<6 ACD<35 23 14 8 8 8 A<4 25 39 1 9 33 5 7 11 vG10 A<1 53 16 7 6 A<1 bEG9 BE<8 A<. 1 . 14 6 10 6 . . 7 11 . 1 3 23 5 a<15 . . 6 6 E<13 4 E<7 A<. . 28 4 4 9 4 . . 5 9 . 27 3 5 A<1 AT<17 , . 5 9 d<16 d<14 A<4 8 14 18 39 A<. a<4 5 . 12 . 5 8 - 24 16 9 Ad 8 7 9 4 4 A<. b<6 BG5 1 . . - 9 aK<10 A<. . 2 11 A<. . . 8 . 7 2 . 3 3 5 c<9 A<. aC1 aCDC16 16 . . A<. A<. 4 39 5 . A<. 17 . A<. . A<. 5 7 26 2 8 4 ABDE<26 A<. 4 7 . 17 A<30 A<. A<. . 5 34 A<. 7 . AC27. 23 A<. A<. 7 . 1 5 eC7 e<6 e<5 A<. 14 . 6 6 a<1 8 . . 8 2 . 15 3 14 5 4 . . 0 6 8 6 6 6 2 14 3 8 K<11 A<. . 9 10 12 11 4 7 4 5 8 . 12 Don't know Mean Score 6.55 5.85 A<5.12 ABC<7_60 cK6.73 5.51 6.23 a<5.00 A<5.18 7.18 A<8.11 6.74 6.73 A<4.38aN<7.49 5.89 5.81 A<5.22 A<4.84AU<8.09 6.75 7.38 6.06 Standard Deviation 3.360 3.192 3.334 3.148 3.098 3_279 3.045 2.578 3.683 3_357 2.795 3.119 3.088 3.515 3.383 3.284 3.093 3.396 3.151 3.014 3.195 2.315 3.623 Standard Error 0.296 0.638 0.609 0_424 0.711 0.947 0.844 0.744 0.868 0.623 0.548 1.559 0.797 0.940 0.705 0.948 0.858 0.824 0.874 0.580 0.604 0.732 1.208 gVEL 629r-=
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' ' 6-TON-1997 09:59 vOLRE8:115 IxLI:372-60 R7R SEGMEN PATION STUDY : FP?S4LE SM024• 1LS AGED 25-34 Table 189 Page 212 Q.16a: Feature Importance Ratings : Lowest tar and nicotine camtant Based cc Mcithol Smokers Total NT NF ST SF IITl IIsL INF ENF IST EST . ISF ESP ENFP ISTJ .... 7iT..... .... NB..... .... ST..... .... SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 1 23 Catx 12 Other 13 Cauc 17 Other 13 Cauc 27 Other 28 Cauo 10 Other 9 i7eighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 - 13 5 18 11 6 5 Sig Test Colum Ref>versus - -- --- Lower Case 80% Upper 90'k A B>ACDE C>ABflE D>ABCE E>ABCD F>A6 G>AF FDAZ I>AH J>AK X>AJ L>AM 29AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AO U>AT V>AW p>AV 10 24 AG12 A<9 ABC<33 8C<32 9 15 7 A<10 a<15 AJ<55 75 13 . 16 8 16 a<12 . A<39 24 14 52 9 9 A<3 bC12 b<10 10 5 . 14 10 11 8 . 15 13 12 5 . 7 25 6 16 11 9 8 11 5 bG17 8 11 . 11 14 18 8 9 25 5 24 9 11 _ a<23 . 11 A<4 7 16 7 5 8 5 aQ 9 16 . 14 A<. 4 A<. . 14 - 5 17 . A<. 18 2 2 18 . 6 5 5 5 5 9 9 . . 8 6 4 . 13 10 6 . 10 7 . 5 5 10 9 5 17 a<9 aB<25 14 17 4 14 33 21 K<21 A<6 . 24 12 19 11 6 24 28 16 10 33 . 4 6 aEQ5 5 E<6 A<. 13 18 . 8 9 a<2 . . 10 4 . 31 3 10 7 3 . . 3 8 ACDE<27 A<3 6 4 31 23 8 A<. A<1 j<12 . 5 . A<. 41 14 A<. 10 A<2 t<13 7 . 2 5 2 A<. AbCE<10 1 . 5 . A<. A<14 5 . 2 . A<15 . 5 A<. - 9 10 . 3 1 . 8 A<. ASDe<18 b<4 6 . . 6 A<24 k<8 A<. . 9 31 9 . - A<23 5 A<2 8 . 12 0 3 AcDE<14 2 2 A<. 14 14 3 1 3 A<. . . - 3 9 19 1 4 A<. 4 . . D •t k w m no Mean Score 6.19 A<4.60 5.64 aBc<6.66 aBC<7.29 A<4.61 A<4.60 6.03 5.43 5.58AJ<7.96 9.51 6.25 a<4.97 5_69 5_02 A<4.18 5_64 5.64Au<7.11 5.89 6.67 a<7 .92 Standard Deniation 3.161 3.000 2.991 3.208 2.685 2_913 3.096 2.632 3.151 3.096 2.840 0.862 2.618 3.073 3.219 2.866 3.074 3.139 2.568 2.954 3.477 2.059 3.083 Standard Error 0.278 0.600 0.546 0.433 0.616 0.841 0.859 0.760 0.743 0.575 0.557 0.431 0.676 0.821 0.671 0_827 0.853 0_761 0.712 0.568 0.657 0.651 1.028 LSZL 689IS
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6-JVH-1997 09:59 VOLREF:115 MtI:372-60 R7R SEQAENTAT STUDY SMO10s3iS AGED 25-34 Table 191 page 214 Q.16a: Feature IMortaxce Ratings : No pesticides when tobacco is grown Based on 2denthal Smokers Total NT AP ST SF INT ENT INF ENF IST EST ISF ESF ENFB ISTJ .... NT..... ....NF..... .... ST..... .... SF.•... SaaQle Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cauc 12 OtYxr 13 Cana 17 Other 13 Caue 27 Otlser 28 Cauc 10 Ot3ier 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Col=m R~ef>Versus ' Lower Case 80% Upper 908 A S>ACDE C>ABaE D>ABCE E>ABCD F>AG G>AF tDAI I>AA J>AR !C>AJ IJAM ADAL N>AO O>l1N P>AQ Q>AB R>A.S S>AR T>AU 0>AT V>AN W>-AV 10 31 21 30 32 b<40 15 29 32 28 34 30 23 49 37 29 15 27 30 29 28 39 51 30 9 15 A<4 B<19 a<10 ABD<34 2 5 27 14 a<9 il 64 20 17 10 3 5 14 31 A<3 TC22 19 50 8 6 4 E<11 E<7 A<. . 9 12 10 11 3 . . . 9 8 . 15 . U<11 A<. . - 7 7 6 9 4 8 1 12 . 14 A<. J<10 13 5 19 A<. 11 1 13 . a<2 8 7 9 6 6 9 AQ C<10 4 16 - 3 A<. AX<16 a<2 . 5 . A<18 17 . A<. 4 au<14 a<2 7 . 5 11 ACEC24 a<6 12 6 37 9 . 9 9 15 . 9 11 9 33 15 A<3 11 11 13 10 3 4 5 8 5 4 4 . 18 14 A<. k<8 A<. . 5 _ 9 . 17 7 - u<7 A<. 7 . 3 3 A<. aRZK10 A<1 4 . . . A<15 1 A<. . 6 10 1 . . a<14 . A<. 1 . 9 2 4- e<9 1 e<5 A<. . 19 3 A<. k<8 A<. . . . 9 8 10 A<. 4 u<7 A<. _ 1 6 A<. A<. ABCE<15 A<. . . . A<. 4 AJ<27 _ . - 5 . . A<. _ A<16 12 . . 0 5 aDE<15 dE<9 A<1 A<. 28 . 8 9 A<. 2 . . 7 A<. 5 25 5 19 A<. 2 . . w i ~ ' t k . on ro Mean Score 6.84 A<5.46 B<7.06 b<6.57ABcD<8.46 A<4_63 6.40 7.47 6.83 6.99 a<6.07 8.96 A<8.22 7.37 6.70 6_01 A<4.89 7.20 6.68 a<6.10 t<7.40 a<8.41 a <8_50 Standard Deviation 3.236 3.318 3.206 3.325 2_044 3.339 3.028 3.140 3.220 2.919 3.692 0.870 2.366 3.014 2.943 2.572 3_859 2.913 3.838 3.283 3.23 4 2.100 1_983 Standard Error 0.285 0.664 0.585 0.448 0.469 0.964 0.840 0.906 0.759 0.542 0.724 0.435 0.611 0.805 0.614 0.742 1_070 0_707 1.064 0.632 0.61 1 0.664 0_661 6S£L 589TS
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6-JOH-1997 09:59 WIRFl:i15 DRI:372-60 RJR SEQffiPlATION S2VD7f :£FZ9QE S!lORRS AGM 25-34 Table 190 Page 213 4.16a: Featnre Zaportance Ratizgs : No additives in the cigarette Based on Menthol Smokers Total riT RF ST SF INT IIiT Il;F EL1S IST EST ISF ES£ FttFP ISTJ .... NS'..... .... 1QF..... .... ST..... .... SF..... Sawle Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cauc 12 other 13 Cauc 17 other 13 Cauc 27 other 28 CaVC other 10 9 Wrightai Sase 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1mm Refwersw Lo..er Case 80% Vpper 90! A BJPCDE GAEDE D>ABCE FJA3CD F7AG G7A£ IflAI I>AH J>AR PC>A,7 L>AM N>AL N>AO ON1N P>AQ 0>AY IUAS S>AR T>AII V>AT V>Ait V>Av 10 37 38 31 40 37 . 24 54 61 A<15 32 aj<49 62 26 14 35 43 33 30 36 42 36 24 52 9 12 13 adEt22 8 6 21 4 . A<34 11 a<5 . 9 43 11 22 4 A<31 . A<. aTd3 . 12 8 5 2 4 4 11 . 5 12 IK. 2 5 . 17 . 3 . 5 A<. 15 4 3 14 9 7 6 e<7 e<8 E<7 A<. 4 10 . 13 2K12 A<. . . 3 a<14 3 11 9 6 9 2 . . 6 7 5 d<8 A<2 AbDQ1 1 9 3 11 A<. 3 25 19 5 A<. 8 1 10 4 aQ A<. 26 16 5 12 7 11 15 8 13 . 8 13 7 AJ<25 13 5 17 A<. . 14 8 20 a0<22 A<4 7 9 4 3 A<. 5 be<3 A<. . . . 8 5 . 1 . . 10 6 . . 7 . A<. t<8 . . 3 9 ACE<21 e<6 E<10 A<. 23 18 16 A<. k<15 a<4 . . . 14 24 17 6 4 12 7 . . 2 1 a<. a<. abce<3 a<. . . . a<. ak<6 a<. . . . 7 . . a<. , a<. atq . . 1 4 A<. 1 b<3 a8cd<15 . . . 2 4 2 . 22 3 5 . . A<. 5 2 4 30 . 0 5 7 3 6 1 14 . . 4 . 5 7 . 2 6 6 . 15 A<. 10 7 5 . 3 Don't know PSean Score 7.03 6.90 7.48 6.83 6.99 5.96 f<7.95 8.15 7.11 6.36 7.39 8.35 6.36 7.06 6.51 7.67 6.10 7.81 6.62 6.75 6.96 aG5.67 V<8.36 Standard Deviation 3.179 3.358 2.685 3_346 3.214 3.614 2.671 2.677 2.618 3.423 3_163 2.132 3.429 2.877 3.547 2.881 3.616 2.286 3.367 3.264 3.481 3.420 2.282 Standard Error 0.280 0.672 0.490 0.451 0_737 1.043 0.741 0.773 0.617 0.636 0.620 1.066 0.885 0.769 0.740 0.83 2 1.003 0.555 0.934 0.628 0.658 1.081 0.761 8S£L 68?T5
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6-JUN-1997 09:59 VOISEF 372-60 RJR SEME27TATIOIZ STUDY i15 DRI PRMASE SMOPMRRS AGED 25-34 e 208 T bl 185 P : : : a e ag 4-16a: Feature Importance Ratings : Less smoke to make eyes .rater and sting Based oai Mcithol Smokers Total liT 2iF ST SF INT El7S IN8 FFF IS7 EST ISF ESF fNFP ISTJ .... NT..... .... NF..... .... ST..... -....SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Canc 12 Other 13 Cauc 17 Other 13 C.asx 27 Othra 28 Cauc 10 Other 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Co1tmn Ref>Versus Lower Case 808 Upper 908 A.B>ACDE C>ABDE D>ABOE E>A8f9 F>AG QAF N>AI I>AFi J>AK K>74T L>AM ADAL lv>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 10 22 cG24 A<9 ACe<32 16 33 15 15 A<6 16 AJ<50 23 13 8 18 24 25 AfI 15 a<32 30 14 18 9 8 4 5 Abce<13 4 8 - 8 3 10 a<17 . 6 3 12 8 . A<1 14 7 AT<25 . 9 8 11 9 10 10 20 5 14 3 14 k<15 A<3 39 11 18 14 13 5 13 4 u<14 A<3 14 26 7 8 aQ ABSK19 A<1 d<12 . 5 12 A<23 A<1 A<. 25 6 30 A<. . 5 A<26 I A<. a<2 . 25 6 8 A<1 a<3 ABCEE<15 A<1 .. 3 6 A<1 AK<23 5 . 2 1 A<25 3 . 4 . AU<21 4 2 . 5 12 13 d<19 a<7 13 16 10 38 8 A<3 j<13 . 20 10 A<3 17 9 17 24 7 8 14 12 4 7 ACDG21 A<1 A<3 cd<14 8 35 3 A<_ k<5 A<_ 13 14 . 6 24 17 A<. 4 A<. t<8 18 9 3 6 5 AbDEQ5 e<3 A<. - 10 14 a<16 5 a<2 . . 5 5 . 10 7 37 a<2 5 . . 2 4 1 A<. c<4 c<9 2 . - A<_ k<8 A<. . 14 . 3 3 - A<. . u<7 A<. 18 . 1 11 a<4 bQ6 11 11 . 9 . a<25 12 10 . i6 20 14 9 . a<23 . 9 15 19 3 0 3 AoDEQ5 2 AC A<_ 28 - _ 4 1 A<. . . 5 A<. . 30 3 . 1 A<. . . Don t knoN - . . . . . . . . . . . . . . Mean Score 6.10 5.46 a<5.28 ABC<6.87 5.95 5.57 5.33 6_13 A<4_81 6.02AJ<7.87 7.67 5.16 5.52 6.23 6.28 a<4. 61 a<5.12 5.70 a<6.84 a<6.91 a<4.67 V<7_29 Standard Deviaticn 3.204 3.520 2.913 3.173- 2.945 4.113 2.685 2.249 3.123 3.074 2.992 1.782 3.036 3.078 3.020 2.949 3.844 2.963 2_735 3.097 3.302 3.080 2.083 Standard Error 0.282 0.704 0.532 0.428 0.676 1.187 0.745 0_649 0_736 0.571 0.587 0.891 0_784 0.823 0.630 0.851 1.066 0.719 0.758 .596 0.624 0.974 0_694 cSE~L FFJ2OiS 0
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6-JUA-1997 09:59 VOLREF:115 DR1:372-60 IL7R SEGMEN7ATiOH STUDY : FENWE SdO10rR5 AGED 25-34 Table 187 Paga 210 Q.16a: Feature Importance Ratings : Less unsightly ashes that remain after smoking Based on Menihol Smokers Total NT NF ST SF 2PT ENT IIiF Eia' IST EST ISF ESF ENFP ISTJ .... RT..... .... HF----- .... ST..... ....SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Cam 12 Other 13 Cauc 17 Other Cauc 13 27 Other 28 Canc Other 10 9 Weighted Base 68 10 17 29 11 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Column Ref>Versus Lower Case 808 Upper 90% A 8>ACEE C>ABDE D>ABCE E>ABCD F>AG G>AF fDAI I>AH J>AK IOAJ IJAM lYDAL N>AO O>Att P>lQ 4>AP R>AS S>AR T>AU U>AT VNW W>AV 10 16 aCdQ7 A<6 13 aCd<28 37 15 7 A<6 A<7 j<20 62 13 7 a<8 30 24 a<7 5 14 11 14 43 9 3 A<. 3 B<5 4 . . 8 A<. 5 4 . 6 . 6 . . A<. 10 u<8 A<. . 9 8 6 A<1 aBd<13 3 9 1 . 8 16 4 3 . 14 19 3 . 1 14 10 4 a<2 18 . 7 7 6 A<1 C<8 C<15 . 14 3 A<. 5 12 38 5 . 6 8 5 A<. 4 9 8 7 25 6 6 E<11 e<5 E<6 A<. 13 10 . 9 8 3 . . 11 3 . 23 8 - U<9 A<. . . 5 21 17 a<13 AbCE<32 A<8 24 10 7 16 23 Aj<42 . 12 11 24 25 9 a<10 19 A<37 23 7 9 4 8 aDE<18 aDE<16 Ae<3 A<. 8 29 18 14 k<6 A<. . . 5 6 18 18 a<18 10 5 A<. . . 3 3 2 A<. aC<S 1 . 4 . A<. aK<9 A<. . 2 . a<11 . 4 A<. . A<. AT<14 . 3 2 6 A<. 8<12 b<4 b<10 . . 18 9 5 3 . 14 7 5 . . 3 36 5 3 7 12 1 12 10 16 10 13 2 18 32 8 13 7 . 19 10 13 19 . 20 5 A<3 aT<22 26 - 0 11 7 15 10 11 14 . . a<23 k<15 aG5 . 16 30 14 . 15 20 1 7 17 21 . D 't k orti now Mean Score 4.95 C<5.61 A<3.97 c<4.99 C<5.80 6.15 5.00 3.98 a<3.97 a<4.22aJ<5.91 8.86 4.38 3.90 4.20 5.70 5.51 a<3.75 4.55aU<5.74 A<3.68 4.10AV<7_57 Standard Deviation 3.301 3.228 3.111 3.083 3.774 3.500 2.763 3.086 3.125 3.049 2.862 1.456 3.674 3.478 3.075 3.243 3.210 3.176 2.856 2.761 3.176 3.818 2.785 Standard Error 0_291 0.646 0.568 0.416 0.866 1.010 0.766 0.891 0.737 0.566 0.561 0.728 0.949 0.930 0.641 0.936 0.890 0.770 0.792 0.531 0.600 1.207 0.928 SStL f89TS
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6-JtAP-1997 09:59 VOLREP':115 DRI:372-60 RJR SEGMEN'PATION STUDS : FPSRLS SMOR'RS AGF.D 25-34 Table 199 Paqe 225 Q.6: Core/Fringe of Vsaal Brand Based on Vsual Brand CAMEL Smokcrs Total NT !iF ST SF ST ISF ES£ F2tFP ISTJ .... NT..... .... PF..... .... ST..... ....SF..... SanQ1e Base 29 5 7 11 6 3 2 1 6 5 6 4 2 5 3 Cauc Other 3 2 Caua Other 7 0 Cauc Other 6 5 Caoo Other 6 0 Weighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Siq Test Columm Ref>Ve=sus Lover Case 80a IIppe.t 90% A B>ACDE OA82E D>AHCE E>ABm F>AG G>AP H>AI IN4F[ J>AK PCNJ IJAM BDAL NNW O>Att P>AQ Q>AP R>AS S>AR T>AU tAAT V>AR FiW>AV Core 43 14 70 41 29 35 . 100 67 36 42 45 . 59 30 29 . 70 36 44 29 Fringe 57 86 30 59 71 65 100 . 33 64 58 55 100 41 70 71 100 30 64 56 71 OL£L 62g* q
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6-JUN-1997 09:59 VOIREF FP39UE SMOKERS AGID 25-34 115 DRI 372-60 RJR SEGrffiiTATIOti STUDY e 222 T bl 196 P : : : a e ag Q.17: Perceived t)sual Brand Tar Level Based on Pkll Flavor Smokers Total NT . NT ST SF I24P FNT INF £NF IST EST IS£ ESF F10FP ISTJ .... NT..... ....2tF..... .... ST..... .... S£..... Cauc Other C~ Other Carx Other Cauc Othrr Sample Sase 200 43 40 82 35 20 23 16 24 45 37 12 23 20 33 30 13 27 13 49 33 25 10 Weighted Base - 86 19 17 31 18 5 14 8 10 20 12 7 11 8 14 15 d 13 5 21 10 14 4 Sig Test Colemn Ref>Versus Lower Case 80e UPper 908 A S>AODE C>ABDE D>ABCE FJABCD F>AG G>AF ED••AI I>AK J>AR PUA7 IJAM ADAL 27>AO O>AN P>PQ 4>AP R >AS S>AR T>At) V>AT V>AW W>AV 0 - 6 3 A< be<6 Be<4 A<* A< A< 8 4 2 7 5 2 A< 3 12 4 2 A<* . . . . . . 0 - 2 1 a<. 4 1 * a<. a<. 6 2 1 a<. . * 2 a<_ a<. - 1 10 1 a<_ • . 3- 6 2 A<. 2 BE<3 A<_ A<_ A<. 1 2 1 a<7 . A<. 3 2 A<. . 2 2 4 2 A<. . 7 - 13 6 ACdE<14 A<1 5 A<2 5 Af<17 A<. 2 6 3 4 A<. A<1 A<1 a<14 14 A<1 2 7 a<1 2 - 7- 9 1 2 a<. 1 1 4 2 a<. a<. 1 a<. 3 a<. a<. 1 1 6 a<. . 1 a<. 1 . 10 - 13 5 ACdE<12 a<1 e<4 A<1 1 AF<16 A<. 2 5 3 1 A<. a<1 A<. a<13 8 a<1 2 6 a<1 A<1 . 14+ 2 A<. 3 b<3 3 A<. A<. A<. 5 k(5 A<. 1 4 6 3 A<_ . A<. 10 u<4 A<. 3 1 14 - 16 . • . . 1 . . . . . 1 . . - . 1 _ 1 20 - 24 1 a<. a<. bc<2 1 a<. a<. a<. a<. 4 a<. . 2 a<. 2 - 3 a<. 2 . 25- 1 a<. 3 • 1 a<. a<. a<. 5 • a<_ 1 2 6 a<. a<. . a<. 10 • a<. 1 1 Don't know 90 86 90 88 abd<95 9<95 83 92 89 87 90 95 a<96 88 93 86 H6 a<96 76 85 AT<96 94 99 Average Tar Level (mg) 11.66 9.77 12.79 10.03 Ad<22.15 9.28 9.83 2.13a<18.59 12.27 5.27 23.30 21.31 a<19_76 12.40 9_94 9_14 5_36 16.34 10.31 7.57 16.55 99.90 Interpolated Median 10.07 10.11 5.39 9.52 18.16 9.34 9.91 2.57 18.19 11.15 5.59 8.91 20.70 22.84 11.58 10.18 9.12 4.04 6.59 10_11 7.54 17.35 99.90 L9ZL 68QZS
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6-Jtllt-1997 09 59 vOIi+EF 115 DRI 372-60 RJR SEMENTATION STUDY FENts' S MMs A 9 25 34 e 22S 202 p T b1 : : : : G - C ag a e 4.6a-m: Vswal Brand Lifetype Preferences : Dima2sion E12 - ' . Based on vsnal Brand CAlM Ssokers Total NT NF ST SF INS Etr[ I11F ENF IST EST ISF ESF EI¢FP ISTJ .... NT..... .... N£..... - .... ST..... .... SB..._. Samp1e Base 29 5 7 11 6 3 2 1 6 5 6 4 2 5 3 Cauc 3 Other 2 Caue 7 Other 0 Cano 6 Other 5 Cauo 6 Other 0 Weighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Siq Test Colvmn Ref>Versus Lover Case 80% Vpper 90% A 8>M3)E C>ASDE D>ABCE E>ABCD F>AG G>AF FDAI I>AFi J>AK AAJ Z>AM t9AL N>AO O>AN P>AQ O>AP R>NS S>AR T>AV O>AT V>AX X>Av Join in the talk of the group 85 83 74 91 85 100 72 100 72 79 95 77 100 65 100 65 100 74 88 93 85 Talk with c[K persan at a time 15 17 26 9 15 . 28 . 28 21 5 23 . 35 . 35 . 26 12 7 15 Introduce others 58 77 100 37 32 42 100 100 100 64 29 50 . 100 70 71 82 100 62 23 32 Get introdc'ced 62 23 . 63 68 58 . . . 36 71 50 100 . 30 29 18 . 38 77 68 FIearty 85 100 74 86 85 100 100 100 72 79 89 77 100 65 100 100 100 74 74 93 85 Quiet 15 . 26 14 15 . . . 28 21 11 23 . 35 . . . 26 26 7 15 Reserved 21 23 19 19 32 58 - - 20 21 19 50 - 25 - 29 18 19 26 16 32 Talkative 79 77 81 81 68 42 100 100 80 79 81 50 100 75 100 71 82 81 74 84 68 Calm 6 - 7 4 15 . . . 8 18 . 23 . 10 . . . 7 12 . 15 Lively 94 100 93 96 85 100 100 100 92 82 100 77 100 90 100 100 100 93 88 100 85 EL£L 68°TS •
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9 6-JUN-1997 09:59 . • VOLtiEr:1.15 DRt:372-60 BJR S60AM1'ATION STUDY :PENA*a' S6IMRS AGED 25-34 Table 192 Faqe 2j5 Q.14: Usaal Srand Attribute Ratings Based on Menttwl Smokers Total NT NF ST SF IIiT E37T - IIe' IIiF IST ISF ES£ P27FP 23TJ .... NT..... .... NF..... .... 3T'..... .... Sl..... Cavc Other Cauc Other Cauc Other Cavc Other Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 '12 13 17 13 27 28 10 9 Weighted Base 68 10 17 29 il 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test Colomn ReflVersus Lower Case 80% Upper 90% Zs too smooth A 10 B>ACDE C>AWE A<. A<. D>ABCE E>ABCD A8C<17 BC<16 F7AG . G>AF . f>AI . DAH A<. J>A1C AR<26 AAJ 6 I.JAM 39 1?DAI. 6 M>AO . O>AR A<29 P>AQ . Q>AP . Ii>AS A<. S>AR . T>AU AC11 U>AT 10 V>ASi 7 N>AV 26 Has just the right amozart of 85 ADe<96 ADE<99 A<73 84 100 91 100 A<99 A<72 a<74 61 94 100 A<69 92 100 A<99 100 A<65 T<87 93 74 smoothness Is not smooth enough 5 4 A<S ACE<10 A<. . 9 . a<1 2 AJQ9 . . . 2 8 . a<S . Au<14 3 . . Too much full bodied taste 12 c<7 A<. ABCE<25 A<4 13 . . A<. A<23 A<28 . 6 . a<23 . 14 A<. . AU<32 12 . 9 Just the right amount of full bodied 85 D<88 ABDE<100 A<74 86 80 97 100 A<100 a<75 A<72 100 80 100 76 90 86 AQ00 100 A<68 t<85 82 91 taste Not enough full bodied taste 3 5 A<. 1 c<9 7 3 . A<. 1 1 . 14 . 1 10 . A<. . A<. 3 18 Too little tar and nicotine 5 A<. A<1 Bc<6 Bc<13 . . , a<l 5 6 39 6 a<1 A<. AT<16 26 Just the right amouat of tar and 85 D<92 AbE<96 A<79 78 87 97 92 A<99 k<86 A<71 61 86 100 88 97 86 A<99 90 a<77 83 82 74 nicotine Too much tar and nicotine 10 8 A<3 aC<15 9 13 3 8 A<. 9 Aj<23 . 14 6 3 14 A<. 10 AUC23 A<1 18 Too easy to dram smoke through 19 AG5 A<4 ABCE<35 13 . 11 11 A<1 A<41 29 39 A<46 11 . A<_ 16 A<35 A<37 . 26 filter The right level of ease of drav 77 ADe<95 ADe<93 A<61 d<78 100 89 81 A<99 A<53 j<70 61 86 99 A<47 89 100 A<100 74 a<65 A<53 82 74 Too hard to draw smoke through 4 A<. 3 b<4 b<9 . . 8 A<. 6 a<1 . 14 . 7 A<. 10 A<. T<10 18 filter Taste too strong 13 e<20 e<8 AbCE<23 A<. . 21 8 8 16 Aj<31 - . . 18 3 17 7 10 AU<30 10 _ . Has the right level of strength 86 d<89 aIK92 A<76 AScD<100 98 79 92 92 k<82 A<67 100 100 100 81 95 83 93 90 A<70 t<85 100 100 Taste too light 1 1 . 2 . 2 . . . 1 . 2 . . . 1 3 . . . . 4 . . Too little menthol taste 5 A<. A<1 ABCE<12 A<_ . . . a<t Ak<17 6 . . . A<18 . . a<1 . A<14 8 . . Just the ric_ht amrnmt of menthol 90 AIK98 AtK99 A<79 AD<100 99 97 100 A<99 a<82 A<75 100 100 100 a<81 97 99 A<99 100 A<72 T<91 100 100 taste Too much menthol taste 1 A<. ABCE<9 A<. . 3 . A<. a<1 AJ<19 a<l 3 . A<. . AIIG7.4 0QF-'L 629T,
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0 6-JtAt-1997 09:59 Q.30: Cigarette Issues Agreement Ratiexfs : Top Box Based on Mmithol Smokers Sample Base Weighted Base Sig Test Columx Ptef>Versus Lower Case 80% Vpper 9oe I enjoy the ritual of smoking. It's something faailiar that I do on many occasions throughout the day Smokinq a cigarette can make an enjoyable mo®ent even better Smoking gives me bad breath I sometimes reward myself oith a cigarette after I've accomplished some task I would be interested in a cigarette with an eztremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette during a short break from some activity I enjoy smoking when I'm rushed and have lots to do I can think of many times when non- smokers have been rude to me because I was smoking around thea I enjoy a cigarette when i'm thinking through a problem • vOIFF.F:115 DRI:372-60 RJR SEOdffiiTATION SSODY : EPS9UL SMORE24 A® 25-34 • Table 193 Page 217 Total NT NF ST SF IliT ElaT IlQF ESQF IST EST ISF ESF ENFP ISTJ .... 1i1'..... .... HF..... .... ST..... .... SP..... 129 68 25 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Cauc 12 5 Other 13 5 Cava 17 13 Other 13 5 Cauc 27 18 Other 28 11 Canc 10 6 0thtr 9 5 A B>ACDE C>ABDE D>AB<E E>ABCD F>A6 G>AF fD•AI I>AH J>A1C fi0,AJ L>AM DDAL 2nA0 0>AN P>AQ Q>AP B>AS S>AR T>ALJ tT>AT aNdi TnAv 44 acdC57 40 39 49 75 37 35 43 - 40 37 23 62 44 36 49 66 39 43 A<30 T65 69 29 41 A<22 8<48 B<45 33 29 14 25 A<61 47 43 . 48 67 45 16 29 a<55 29 38 At68 37 29 49 e<47 E<55 E65 AC18 65 27 58 54 48 a<63 47 19 69 48 61 34 53 60 51 a<63 14 42 52 A<32 8<60 3<57 47 40 23 47 a<67 45 AJ<71 47 48 70 a<38 35 28 61 55 59 54 58 36 45 43 a<34 AC65 41 55 28 36 a<32 54 56 23 50 32 54 40 45 Ad1 - 67 47 AT<69 62 20 55 49 56 aE<62 a<39 72 23 59 55 52 AJ<75 23 46 47 53 60 38 50 72 56 At<73 51 26 51 47 59 48 52 59 33 32 A<74 43 53 47 54 73 46 43 52 60 57 A<33 AT<73 51 53 35 31 AbDE<51 30 27 46 14 25 A<65 A<23 j<39 23 29 75 25 19 43 a<51 52 u<36 A<20 51 3 33 38 ADe<46 27 24 59 14 47 46 A<13 aJ<45 . 36 49 A<14 33 43 A<53 28 30 aC23 37 12 49 46 AtX63 a<41 50 59 32 58 A<66 39 44 23 63 74 42 41 52 A<68 50 a<38 46 79 20 Zgl~L. ~~Q ~
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6-JVN-1997 09:59 oOLREF:l15 DRI:372-60 RJR SF.QCCR1'ATIQN STODY : FIIMU.E SMOPMS AGP9 25-34 Table 169 page 191 Q.30: Cigarette Issues Agreement Ratings : 8ottom-2 Box Based on Non-Mlentt»1 Smokers Sample Base Weighted Base Sig Test Col- Ref>Versvs Lower Case 80! Vpper 90! Ptes*sicticsis against smoking are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is dangerous to a nox.-smoker's health If I have a choice, I'always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make.me feel more comfortable around other people Whether or not I smoke is my decision arxi no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social sitvations where smoking is discouraged I take certain steps to accommodate non-smokers, as long as it doesn't inconvenienae me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a group I won't be the first to start smoking I enjoy smoking . The rights and wishes of non-smokers should come before the rights and•~d wishes of smokers I enjoy a cigarette whea I'm just relaxing I really want to cut down en tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad Total NT N! ST SF IIiT FSQS' INF ENF IST E3f L4F ESF ENFB ISTJ .... NS'..... .... NP..... .... ST..... ....SP..... 181 153 35 31 44 48 57 34 45 41 14 5 21 26 14 11 30 36 26 19 31 14 19 18 26 23 20 17 17 9 Cavc 28 27 Other 7 4 Cava 39 40 Other 5 7 Camc 39 22 Other 18 12 Caua 37 37 Other 8 4 A B>ACDE C>ABDE D>ABCE E>AFSCd P>AG G>AF tDAI UAFI J>AiC R7AJ IJAM YiDAL N>AO O>AN P>AQ Q>Ap R>AS S> AR T>•IW V>AT V>AW V>AV 31 E<39 e<30 AE<40 A<16 14 a<45 27 31 37 A<45 22 A<12 Ao<65 44 A<44 3 32 21 22 AT<75 A<17 8 13 C<18 A<4 aC<19 c<13 14 19 4 A<4 AR<28 7 a<5 1<19 6 aN<28 20 A<1 21 IniG25 9 14 . 18 13 19 i5 23 16 6 23 14 17 18 27 A<47 29 A<8 56 21 6 16 13 26 . 60 55 a<68 57 56 31 60 81 65 A<44 AJ<74 aM<73 A<44 70 54 57 45 63 100 a<50 t<69 57 45 12 A<5 be<14 A8E<22 A<5 . 6 5 17 AfK37 A<2 aG5 a<5 A<2 AB<42 A<. 41 9 41 A<27 15 A<5 ~ 16 e<18 aE<24 e<14 A<6 10 19 1 A<30 R<23 A<3 A<. L<11 A0<50 15 18 14 A<25 13 14 15 A<7 46 A<32 ASe<56 B<50 40 9 37 29 A<64 39 AJ<64 45 36 AO<78 43 A<31 39 A<66 44 60 41 23 27 31 23 33 24 19 33 25 23 AK<43 20 A<12 L<33 aQ5 AN<54 24 76 A<13 81 23 ATG52 a<19 72 . 6 5 A<2 7 aC<12 10 4 5 A<1 10 a<2 A<_ AL<21 A<1 aN<21 6 . A<1 7 9 3 a<13 17 d<25 18 12 15 13 28 3 23 12 11 15 16 A0<50 23 24 36 21 1 11 14 17 34 AcDE<54 E<38 29 A<21 74 a<50 5 A<48 34 A<22 A<6 L<32 A<9 N<37 AG50 80 28 93 AC12 t<42 A<16 70 26 29 30 20 24 62 22 28 31 A<4 AJ<41 20 27 A<4 A<9 26 52 29 40 21 18 20 68 28 27 D<32 A<17 D<32 7 31 28 33 A<14 21 34 30 A<2 N<28 25 44 23 79 20 A<11 31 38 22 23 e<26 e<25 A<13 10 25 6 a<32 28 20 A<3 L<21 24 AN<57 15 76 23 41 15 AT<43 a<15 11 e<16 7 e<14 7 18 16 1 9 A<4 AJ<29 7 7 A<. 6 13 42 A<1 46 aV<19 5 A<1 61 30 26 32 36 27 4 30 31 33 33 40 23 29 A<15 AN<65 24 36 ACL0 100 31 a<45 29 4 3 2 1 abce<8 2 . 2 . 2 Ak<12 1 3 1 1 AN<23 A<. 14 A<• 7 AuO.l 2 2 39 ADE<54 adE<48 34 A<23 59 a<54 55 46 38 a<28 M<35 A<13 Ao<66 45 AG54 58 A<54 13 A<19 AT<62 A<23 14 6 aCe<13 A<1 C<1.1 4 . a<15 . A<2 10 11 A<. 1<8 A<1 aN<19 a<14 . A<1 1 10 12 5 12 aE<19 12 11 A<6 63 10 26 8 A<3 aJ<22 A<2 9 A<. 6 a<21 . 14 ~ A<5 T<24 a<6 5 9 11 d<ll A<4 d<ll . 13 1 14 a<4 a<4 9 12 A0<29 6 7 35 12 6 A<3 4 9 28 9EEL 58°z5
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6-JVN-1997 09:59 VOIREF:115 DRI:372-60 R.7A SEGffiiTAT202P STVDY : FF2WIE SMV2QRS M2a 25-34 Table 203 page 229 4.4a-n: Usual Brand Lifetype Prefereaces : Dimensiwi SN Based on Usual Brand CIS4;L Smokers Total NT NF ST SF IlaT ENf II8' FFF - IST L5T ISF FSF f2tFp ISTJ ....17T..... .... HF..... .... ST..... .... SF..._. Sample Base 29 5 7. 11 6 3 2 1 6 5 6 4 2 5 3 Cauc 3 Other 2 Cavo 7 Other 0 Cauc 6 Other 5 Cauc 6 OYher 0 peighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Sig Test Co1vma Ref>Versns Lower Case 808 IIpper 90% A S>ACDE C>ABDE D>AtBC6 FJABCD F>AG QAF FDAI IN18 J>AIC AAJ SJAM lDAL IaAO O>AN P>AQ 4>Ap R>AS S>AR T>AtT tAAT V>Aw V>Av Fact courses 31 26 7 38 65 23 28 100 . 21 42 73 49 . . 35 i8 7 12 51 65 Courses involving theory 69 74 93 62 35 77 72 . 100 79 58 27 51 100 100 65 82 93 88 49 35 Imaginative people 74 91 100 57 65 77 100 100 100 79 51 73 51 100 100 100 82 100 86 42 65 Realistie people 26 9 . 43 35 23 . . . 21 49 27 49 . . . 28 . 14 58 35 A practical person 22 9 19 15 68 23 . . 20 21 14 50 100 25 35 . i8 19 28 9 68 An ingenicus person 78 91 81 85 32 77 100 100 80 79 86 50 . 75 65 100 82 81 72 91 32 Someone who is always coming up with 71 74 66 72 71 77 72 100 63 79 70 55 100 54 65 65 82 66 86 65 71 zxw ideas Someone who has both feet on the 29 26 34 28 29 23 28 . 37 21 30 45 . 46 35 35 18 34 14 35 29 9z--~d Literal 46 77 33 38 68 42 100 100 28 39 37 50 100 35 . 71 82 33 12 51 68 Figurative 54 23 67 62 32 58 . . 72 61 63 50 . 65 100 29 18 67 88 49 32 I~ZEL 58~65
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• 6-7017-1997 09:59 Q.30: Cigarette Issues Agreeaeat Ratings : Top-2 Box Based on Menthol Smokers Sample Base Weighted Base Sig Test Column Ref>Versus Lover Case 808 IIpper 906 I enjoy the ritual of smoking. It's so®e**; ng familiar that I do on many occasions throughout the day Smoking a cigarette can make an enjcyable moment even better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an extremely low level of nicotine Cigarettes usually leave an unpleasant aroma in a room I really enjoy a cigarette durizxJ a short break from some activity I enjoy smoking when I'm rushed and have lots to do I can think of many times wten non- smokers have been rude to me because I was smoking around them I enjoy a cigarette when I'm thinking through a problem • VOLRE£:115 I$i2:372-60 RJR SEFZ41aTATICi7 STOD7 : FPIWA7E SMOIM AGED 25-34 • Table 194 page 219 Total - NT NF ST SP IIrf f1PT IPP°. ENP IST EST ISF ESF II7FB ISTJ .... PT..... ....27F..... .... ST..... ....St..... 129 68 25 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Cano 12 5 Other 13 5 Cavo 17 13 Other 13 5 Cauc 27 18 Other 28 11 Cavc 10 6 Other 9 5 A B>A02E - C>ABDE D>ABCE E>ABCD F>AG G>AF H>AI I>AH J>AK lOAJ L>AM bDAL N>A0 0>AR P>AQ Q>AP R>AS S>AR T>AII I I>AT V>A`7 t7>AO 63 AD<77 67 Ad3 d<69 90 62 56 73 aC52 54 47 80 78 A<47 74 80 69 61 A<40 aT<75 93 45 63 A<40 8<63 Bt63 AHod<81 30 51 39 a<77 53 AJ<76 77 83 83 a<48 27 54 65 59 59 71 84 79 70 62 67 ABcE<81 A61 71 51 69 67 Ak<88 73 87 35 75 A<88 74 50 64 75 A<82 79 35 68 73 a<60 75 b<77 68 57 64 61 83 76 79 100 53 91 73 68 52 75 76 Au<84 66 65 70 65 A<45 a<52 ABC<76 Bc<73 60 28 61 a<48 A<77 75 75 71 52 a<77 45 45 A<41 82 73 A<82 90 54 74 A<55 AB<85 8<75 b<75 74 33 63 A<97 73 78 87 69 96 76 60 49 80 96 75 75 81 68 75 69 78 71 abd<86 82 54 55 A<91 A<61 J<84 87 86 93 a<64 75 63 80 72 A<61 AT<90 82 91 50 46 AbIK63 A<39 d<60 58 32 29 A<82 AQ9 j<50 87 47 95 AC25 40 52 62 67 43 A<32 74 44 47 d<56 D<56 A<37 52 80 28 47 a<61 A<24 J<52 39 58 69 A<26 55 57 a<63 38 a<36 39 58 46 67 67 d<73 A<58 AbD<84 81 51 71 74 60 a<55 87 82 84 64 72 61 78 60 A<45 AT<80 93 74 t9EL 689 }S
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6-JON-1997 09:59 VOLREE':115 DRI:372-60 R.Rt SEMi'fATIOP STUDY :}"M4hts' cMOKre< AGFD 25-34 Table 204 Page 230 Q.4a-m: Vssal Brazd Lifetype Preferences : Dimension TF Based on Vsual Brand CAMEL smokers Total I3F FSF FXFP ISTJ ....1P1..... .... NF..... .... ST..... .... SF..... Cavc Other Cauc Other Ca~x Other Canc Ot2er Samp1e Base 29 5 7 11 6 3 2 1 6 5 6 4 2 5 3 3 - 2 7 0 6 5 6 0 peighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Siq Test Column Ref>Versas S.oeer Case 808 Upper 90% A B>P,CDE C>ABDE D>ABCE E>ABCDF>AG G>AF H>AI I>AFi J>ABC BDA7 L>AM NUAL N>AO o>AN Y>AQ Q>AP R>AS S>AR T>AV V>AT V>AiT FT>Av Its heart rnle its head 41 43 84 10 68 65 28 100 83 43 - 50 100 79 35 71 18 84 . 15 68 Its head rule its heart 59 57 16 90 32 35 72 17 57 100 50 - 21 65 29 82 16 100 85 32 Value sentiment more than logic 56 43 66 52 68 65 28 100 63 64 48 50 100 54 70 71 18 66 26 65 68 Value logic aore than seatimrnt 44 57 34 48 32 35 72 37 36 52 50 . 46 30 29 82 34 74 35 32 Convincing 64 60 51 76 53 . 100 100 47 57 81 55 51 35 65 35 82 51 74 77 53 Touching 36 40 49 24 47 100 - . 53 43 19 45 49 65 35 65 18 49 26 23 47 Analyze 36 83 37 23 36 58 100 . 40 57 13 28 51 25 65 65 100 37 50 9 36 Sympathize 64 17 63 77 64 42 . 100 60 43 87 72 49 75 35 35 . 63 50 91 64 Detezmi.ned - 52 60 27 59 68 42 72 . 29 18 70 77 51 11 30 35 82 27 74 50 68 Devoted 48 40 73 41 32 58 28 100 71 82 30 23 49 89 70 65 18 73 26 50 32 qL£L 689zS 9
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6-JUN-1997 09 59 7 2 : . VOI,REF:115 DRI:3 2-60 RJR S0C3flENTATION STUDY : FPIRTl: SlIORRS AC,ED 25-34 31 Table 205 Page Q.4a-m: Usual Brand Lifetype Preferences : aiwm.+sioa JPl . Based on Usual Brand CAMEL Smokers Total NT NF ST SF INT . -IIaT IN8' P2Q' IST EST ISF ESF fZ7FP ISTJ .... NT..... .... NF..... .... ST..... ....5t..... . Cauc other Canc other Cauc other Cava other Sample Base 29 5.. 7 li 6 3 2 1 6 5 6 4 2 5 3 3 2 7 0 6 5 6 0 Weighted Base - 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Sig Test Column Ref>Versus Lower Case 80% Upper 90% A B>Ati)S CQABDE D>ABCE E>ABCD F>}VG G>AF fDAI I>AAFI J>AK AAT L>AM ?DAL 4DPJD O>AN P>AQ Q>AP ROAS S>AR T>AU V>AT V>AQ V>Av Plan what it will do and whea 21 57 . 11 65 35 72 . . . 14 73 49 . . 29 82 . 14 9 65 Just go 79 43 100 89 35 65 28 100 100 100 86 27 51 100 100 71 18 100 86 91 35 Arrange dates, parties, etc.., well 23 43 . 27 32 . 72 . . . 35 23 49 . . . 82 . 62 9 32 in advance Be free to do whatever looks like 77 57 100 73 68 100 28 100 100 100 65 77 51 100 100 100 18 100 38 91 68 fun when the time comes Organize the job carefully before it 18 17 19 11 47 . 28 . 20 21 7 45 49 25 . 35 . 19 . 16 47 starts Fizid out what is necessary as it 82 83 81 89 53 100 72 100 80 79 93 55 51 75 100 65 100 81 100 84 53 goes along ' Nice to be able to plan accordingly 31 . 26 43 29 - . - 28 21 49 45 . 35 35 . . 26 28 50 29 A little unpleasant to be tied down 69 100 74 57 71 100 100 100 72 79 51 55 100 65 65 100 100 74 72 50 71 Scheduled 43 83 19 47 32 58 100 . 20 43 49 23 49 25 70 65 100 19 40 51 32 Unplanned 57 17 81 53 68 42 . 100 80 57 51 77 51 75 30 35 . 81 60 49 68 Systematic 30 . 19 50 15 . . . 20 . 64 23 . 25 . . . 19 62 44 15 Spontaneous 70 100 81 50 85 100 100 100 80 100 36 77 100 75 100 100 100 81 38 56 85 9L!~L 689vS
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6-Jt1F-1997 09:59 Q.12: Usual Brand Affini.ty RatizxJ Based on Usoal Brand CIA£L Smokers Sample Base Weighted Base Siq Test Co1umn Ref>Versus Lever Case 80% Upper 90% This is a highly desirable brand for me - like a really close friend This is qaite an acceptable brand for me - like a good friend This is an okay brand for me - like a more casual friend I am neutral and have no real opinion about this brand one way or the other. It's like a person I could take or leave tLEL 589?S 7 E SB 25 34 Table 200 Page 226 2-60 R.7R SEGbENTATIOH STUDY : FFMALE SMOA R.S AG VOIREF:115 DRI:3 - . Total NT NF ST S£ IItf FdiT INF ENF IST EST ISF ESF ISTJ ._..HT..... .... NF..... .... ST..... .... SF..... 29 9 5 1 7 2 11 4 6 1 3 0 2 1 1 0 6 2 5 1 6 3 4 1 2 0 5 2 3 1 Cauc Other 3 2 1 1 Cava Other 7 0 2 0 Cauo Other 6 5 1 3 Caue Other 6 0 1 0 A B>ACDE C>ABDE D>ABCE £>ASm F>AG G>AF FDAI I>AH J>AIC 1VAJ L>AM bDAL N>AO O>AN P>AQ Q>AP R» S>AR T>AU II>AT V>AW W>AV 49 14 16 79 50 35 . 100 9 61 84 23 100 11 100 29 . 16 52 93 50 39 26 84 17 35 23 28 . 91 21 16 55 . 89 . 35 18 84 36 7 35 2 . . . 15 . . . . . . 23 - . . 15 10 60 . 4 . 42 72 . . 18 35 82 . 12 • • •
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6-JON-1997 09:59 VOLRF1:115 DRI_372-60 RJR SE24E2iTATIOiP STUDY : FtS41LE SMORRS A® 25-34 Table 207 8age 233 Q.12a: Non-Osnal Brand Affin4.ty Rating : Camel Based on Competitive GAFEL Paters Saaple Base Weighted Bese Sig Test Colsmn Ref>versw Lower Case 808 Vpper 90% This is a highly desirable brand for me - like a really close friead This is quite an acceptable brand for me - like a good friend This is an okay brand for me - like a more casual friend I am neutral and have no real opinion about this brand one way or the other. It's like a person I could take or leave I have mi.zed reactions to this brand . It's like someone I could take only in small doses I reject this brand. It's like someone I'd rather not be around I hate this brand. It's like an enPSiy, someone I'd avoid at all costs Total NT FF ST SF INT F1PP SNF _- IIiF ISl EST ISF ESF II7FP ISTJ .... 1Pf..... .... iCF..... .... ST..... 57 13 11 94 21 28 19 24 2 1 a 8 .... SF..... Cauc Other Cavc Other Cauc Other Caao Other 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 A 8>ACDE C>ABDE D>ABOE E>ABCD F>AG QAF S>AI I>AH J>AKIOAJ IJAM 7DAL N>AO O>AA 17 . 27 25 14 35 24 36 10 26 . . 33 . . 30 . 30 13 15 29 33 27 34 20 . 34 23 28 55 5 17 24 . 46 35 . 18 100 32 40 19 41 17 33 21 18 72 32 . . 3 45 9 28 . 8 35 . . . 28 4 15 59 22 18 20 16 35 28 18 . 28 6 29 42 27 . 13 20 22 5 40 38 7 6 18 A<. 3 . 6 36 11 . . 6 . 54 . . 100 20 . 3 1 . 2 1 . _ . 6 . . 2 . . . . . . 2 . . 3 7 i0 6 3 10 . 10 _ 9 . 8 . 20 46 . 10 . 7 5 ~ 11 8LEL 589TS
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• V • 6-JON-1997 09:59 VOLRE!':115 DRI:372-60 R7R SEC291i'PATION STUDY : Fla9ktE SMOIRMS AGE9 25-34 Table 197 Page 223 Q.17: Perceived Vsual Brand Tar Level Based ca Loa Tar/Lights Smokers Tot.al 10T tiF ST ST IliT F1Pr S1Q8 F2iF IST EST ISF LSF F27F'P ISTJ .... PT..... ....27F..... .... ST.... SF .... Sample Base 101 15 32 28 26 6 9 10 22 10 18 11 15 13 7 Cano 9 Other 6 Cam 27 Other 5 Cauc 17 . Other 11 .... C'aw 19 . OthRr 7 Weighted Sase 117 19 38 29 31 6 13 10 29 15 14 14 17 12 10 15 4 31 7 19 10 26 5 Sig Test Columa Ref>versns Lover Case 809 Upper 90% A B>ACDE OA82E DNtBCB E>ABCD €>A0 G>AF H>AI I>AH J>%C AAJ IJAM )9AL 8hA0 O>A17 P>AQ Q>AP RUAS S>AR TN.II V>AT V>AN K>AV 0 - 6 ' 11 . 10 6 AcD<23 . . 4 11 9 A<3 20 25 3 15 . . 12 . A<1 16 AC27 . 0- 2 10 . 7 5 AcDC23 . . . 10 9 A<1 20 25 . 15 . . 9 . AQ 14 Ac27 . 3 - 6 1 . 2 1 . . . 4 1 . 2 . . 3 . . . 3 . . 2 . . 7 - 13 10 . AdEQ1 9 a6 . . . AQ8 . 19 10 . 21 . . . AQ6 . 13 . A<. 30 7 - 9 2 . 1 . 5 2 . . 10 . 4 . . . 2 . a<. . a<. 30 10 - 13 9 . AE<20 e<9 A<. . . . A<26 . 19 . . 17 . . . A<24 . 13 . A<. . 14- 1 4 . 1 . 14 . . . . 3 . . . . . 20 . . ~ 3 . . 20-26 1 4 . • . 14 . . . . 1 . . . . . 20 . . • . . . 25+ • . . 1 . . . . ' . 2 . . . . . . . . . 3 . . Don't know 78 96 a<69 c<84 73 86 100 96 A<60 91 76 70 75 76 85 100 80 A<62 100 85 81 73 70 Average Tar Level (mg) 6.87 22.00 7.85 11.27 1.69 22.00 5.00 7.95 2.00a<15.18 2.37 1.00 8.96 2.00 22.00 7.85 9.80 1 3.40 0.64 7.00 Interpolated t3edian 6.72 22.00 9.53 9.55 1.68 22.00 5.00 9.59 2.00 11.46 2.67 1.00 9.28 2.00 22.00 9.53 10.36 3.37 0.62 7.00 R9FG 589tS
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6-JUN-1997 09:59 VOLACF:115 DR1:372-60 Yt.7R S£GbIlIPPATION STUDY : FPMALE SMOAM.S Ad.'ED 25-34 Table 171 Page 194 Q-16a: Mean Featnre Importance Ratinqs Based on Menthol Smokers Total IST EST ISF ISTJ .---in •-•-- ----1W ----- .... ST..... .... SF..... Sample Base 129 25 30 55 19 12 13 12 18 29 26 4 15 14 23 Caw 12 Other 13 Cazx 17 Other Cauc 13 27 Other 28 Cauo Other 10 9 `/eighted Base 68 10 17 29 u 5 5 6 11 16 13 4 8 9 14 5 5 13 5 18 11 6 5 Sig Test ColAmn Btt7Versus Lower Case 80% Upper 90% Less lingering odor left in the room after smoking A 6.63 B>ACaE aG5.67 C>AffiE D>ABCE 6.27 bC6.97 bABCD bC7.22 F>AG 5.71 G>AF 5.62 H>AI 5.97 I>AH 6.43 J>AK 1C>AJ 6_58 a<7.44 L>AM 6.74 M>AL 7.45 N>AO 6.30 O>A1P 6.65 P>AQ 5.47 0>AP 5.86 R>AS 6.01 S>AR T>AU 6.94 6.68 U>AT a<7.47 V>Ai7 W>AV 7.75 6.68 Standard Deviation 3.134 3.559 3.004 3.233 2.271 3.671 3.426 3.158 2.903 3.192 3.220 2.400 2.172 3.068 3_226 3.364 3.738 3.129 2.530 3.397 2.857 1.458 2.780 Standard Error 0.276 0.712 0.548 0.436 0.521 1.060 0_950 0.912 0_684 0.593 0.632 1.200 0.561 0.820 0.673 0.971 1.037 0.759 0.702 0.654 0.540 0.461 0.927 Less smoke given off the lit end of the cigarette as it burns in the ashtray 6.01 5.67 a<5.29 c<6.35 c<6_57 6.06 5.22 5.28 5.30 5.59AJG7.26 8.47 5.69 5.56 5.45 5_51 5.83 5.70 A<4.22 6.37 6.32 5.42aV<7.77 Standard Deviation 3.407 3.661 3.412 3.453 2.753 3.557 3.725 3.645 3.276 3.610 3.012 1.208 2.825 2.789 3.708 3.766 3.542 3.631 2.462 3_417 3.515 2.809 2.105 Standard Error 0.300 0.732 0.623 0.466 0.632 1.027 1.033 1.052 0.772 0.670 0.591 0_604 0_729 0.745 0_773 1.087 0.982 0.881 0.683 0.658 0.664 0.888 0.702 Less smoke to make eyes water and sting 6.10 5.46 a6.28 ABC<6.87 5.95 5.57 5_33 6.13 A<4.81 6.02AJ<7.87 7.67 5.16 5.52 6.23 6_28 a<4.61 a<5.12 5.70 a<6.84 a<6.91 a<4.67 V<7.29 Standard Deviation 3.204 3.520 2.913 3.173 2.945 4.113 2.685 2.249 3.123 3.074 2.992 1.782 3.036 3.078 3.020 2.949 3.844 2.963 2.735 3.097 3.302 3.080 2.083 Standard Error 0.282 0.704 0.532 0.428 0.676 1.187 0.745 0.649 0.736 0.571 0.587 0.891 0.784 0.823 0_630 0_851 1.066 0.719 0.758 0.596 0.624 0.974 0.694 Less stale cigarette taste in your mouth after smoking 6.70 6.35 6.59 6.48 abd<7.76 6-71 5.93 6.41 6_70 A<5_53aJ<7.62 9.24 7.07 0<7.72 A<5_49 6.71 5.97 6.53 6.77 6_36 6.70 6.80Av<8.76 Standard Deviation 3.256 3.316 2.924 3_437 2.993 3.476 3.071 3.200 2.755 3.492 2.997 0.971 3_346 1.775 3.638 3.168 3.420 3.026 2.636 3.405 3.482 3.732 1.356 Standard Error 0.287 0.663 0.534 0.463 0.687 1.003 0.852 0.924 0.649 0.648 0.588 0.485 0.864 0.474 0_759 0.915 0.949 0.734 0.731 0.655 0.658 1.180 0_452 Less m-.sightly ashes that remain after smoking 4.95 C6.61 A<3.97 c<4.99 C<5.80 6.15 5.00 3.98 a<3.97 a<4.22aJ<5.91 8.86 4.38 3.90 4.20 5.70 5.51 a<3.75 4.55aU<5.74 A<3.68 4.10AV<7.57 Standard Deviation 3.301 3.228 3.111 3.083 3.774 3.500 2.763 3.086 3_125 3.049 2.862 1.456 3.674 3.478 3_075 3.243 3.210 3.176 2.856 2_761 3.176 3.818 2.785 Standard Error 0.291 0.646 0.568 0.416 0.866 1.010 0.766 0.891 0.737 0.566 0.561 0_728 0_949 0_930 0.641 0.936 0.890 0.770 0.792 0.531 0.600 1.207 0.928 Lowest in carbon monoxide 6.88 A6.45 .b<6_55 ABc<7.52 B<7.06 a<5.44 a<5.47 6.71 6.47 7.52 7.52 7.60 6.80 6.75 a<7_78 5.93 A<4.97 6.58 6_47 a<7.64 7.30 7.45 6.65 Standard Deviation 3.016 2.786 3.146 2.914 2.745 2.772 2.802 3.505 2.925 2.465 3.373 2.194 2.932 3.095 2_483 2.438 3.027 3.344 2.559 2.989 2.765 2.434 2.981 Standard Error 0.266 0.557 0.574 0.393 0.630 0.800 0.777 1.012 0.690 0.458 0.661 1.097 0_757 0.827 0.518 0.704 0.840 0.811 0.710 0.575 0.523 0.770 0.994 Lowest tar and nicotine content 6.19 A<4.60 5.64 a8c<6.66 aBC<7.29 A<4.61 A<4.60 6.03 5.43 5.58AJ<7.96 9.51 6.25 a<4_97 5_69 5.02 A<4.18 5.64 5.64Au< 7.11 5.89 6.67 a<7.92 Standard Deviation 3.161 3.000 2.991 3.208 2.685 2.913 3.096 2.632 3.151 3.096 2.840 0.862 2.618 3.073 3.219 2.866 3.074 3.139 2.568 2.954 3.477 2.059 3.083 Standard Error 0.278 0.600 0.546 0.433 0.616 0.841 0.859 0.760 0.743 0.575 0.557 0.431 0.676 0_821 0.671 0.827 0.853 0.761 0.712 0.568 0.657 0.651 1.028 No additives in the cigarette 7.03 6.90 7.48 6.83 6.99 5.96 f<7.95 8.15 7.11 6.36 7.39 8.35 6.36 7.06 6.51 7.67 6.10 7.81 6.62 6.75 6.96 a<5.67 V<8.36 Standard Deviation 3.179 3.358 2.685 3.346 3.214 3.614 2.671 2.677 2.618 3.423 3.163 2.132 3.429 2.877 3.547 2.881 3.616 2.286 3.367 3.264 3.481 3.420 2.282 Standard Error 0.280 0.672 0.490 0.451 0.737 1.043 0.741 0.773 0.617 0.636 0.620 1.066 0.885 0.769 0.740 0.832 1.003 0.555 0.934 0.628 0.658 1.081 0.761 No pesticidesrhen tobacco is grown 6.84 A<5.46 B<7.06 b<6.57ABciK8.46 A<4.63 6.40 7.47 6.83 6.99 a<6.07 8.96 A<8_22 7.37 6.70 6.01 A<4.89 7.20 6.68 a<6.10 t<7.40 a<8.41 a<8.50 Standard Deviation 3.236 3.318 3.206 3.325 2.044 3.339 3.028 3.140 3.220 2.919 3.692 0.870 2.366 3.014 2.943 2.572 3.859 2.913 3.838 3.283 3.234 2.100 1.983 Standard Error 0.285 0.664 0.585 0.448 0.469 0.964 0.840 0.906 0.759 0.542 0.724 0.435 0.611 0.805 0.614 0.742 1.070 0.707 1.064 0.632 0.611 0.664 0_661 J~:£L 689T.5 • 9
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6-JVN-1997 09:59 WLREP:115 DR1:372-60 RTR SFA4ENPATION STUDY : FOOL}-=' SM6lCFPS 1GM 25-34 Table 210 Page 236 Q.Sa-m: Hos-Vsual Brand Lifetype Preferences : Dimension SN : Camel Based on Competit.ive CAND;f. Raters Total NT 2i£ ST SF INT PNT INF }NF Z4T EST ZSF ESF F27FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... _ Cauc Other Cauc Other Cauc Other Caix Other Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Column Ref>Versus Lower Case 80% Upper 90% A B>AODE C>ASBE D>ABOE FJTiBm F>AG G>AF BN42 I>AH J>AK R>AT L>F1S 4DAL N>AO O>A!7 P>AQ Q>AP F2>A S S>AR T>AU U>AT V>AW p>AV Fact courses 21 40 10 19 21 . 42 . 14 4 39 15 27 . 9 43 . 11 . 7 46 14 100 Courses involving theory 79 60 90 81 79 100 58 100 86 96 61 85 73 100 91 57 100 89 100 93 54 86 . Imaginative people 70 75 100 AQ3 77 100 75 100 100 23 23 78 76 100 50 74 100 100 100 8 58 78 59 Realistic people 30 25 . Ac77 23 . 25 . . 77 77 22 24 . 50 26 . . . 92 42 22 41 A practical person 32 36 29 42 21 . 37 6 39 15 79 15 28 54 4 31 100 33 . 34 60 18 59 An ingrnicus persan 68 64 71 58 79 100 63 94 61 85 21 85 72 46 96 69 . 67 100 66 40 82 41 someone who is always coming up with new ideas 72 65 91 62 64 28 66 94 89 64 59 42 88 46 67 62 100 90 100 64 58 70 . Someone who has both feet on the ground 28 35 9 38 36 72 34 6 11 36 41 58 12 54 33 38 . 10 . 36 42 30 100 Literal 40 45 44 31 38 72 45 - 63 23 43 32 45 54 4 48 . 50 . 25 46 36 59 Figurative 60 55 56 69 62 28 55 100 37 77 57 68 55 46 96 52 100 50 100 75 54 64 41 iSC.i fJOJZC
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6-JVN-1997 09:59 4-17: Perceived Usual Brand Tar Level Based on Ultra Low Tar/Lights Smokers Total Sample Base 8 1 Weighted Base 16 2 2 10 VU2,REF:115 DRI:372-60 RJR SEQ410TATION STUDY :*+abV*E SM020'StS AGID 25-34 Table 198 Page 226 ISF ES8 EHFP ISTJ .... Ml..... .... NF..... .... ST..... .... SF....- Cauo Other Cavc Otixr Cauc Othxr Cavc (>ther 2 2 3 3 0 0 0 2 0 2 0 3 1 0 1 0 2 0 0 2 3 0 10 0 2 0 3 5 0 2 0 10 0 0 2 3 Sig Test Columi Ref>Versus Lower Case 806 Upper 908 A B>ACDE C>Affi)E D>ABCE E>ABC9 F>A6 ©AF EDAS I>AH J>AR IUW L>ADt IYDAL 2DA0 O>AN P>AQ Q>AP AS S>AR T>AU U>AT V>AW W>AV Da¢a't know 100 100 100 100 100 100 100 100 100 100 100 100 100 100 6,9ZL 689 s9
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51689 7380 T9 Z6 96 S9 OOT 6L OOT T8 OOT 97 06 58 06 65 9L - 96 Z8 ZL 88 ZL TS Z8 08 AhAT7 6% 8 1 6£ ' TZ ' 6T ' 9S OT ST OT TD 9Z 9 8T 8Z ZT 8Z 6T 8T OZ urTQ'J T4 69 OOT 58 OOT 6L OOT EL OOT 94 SL 65 £6 L8 9L 46 DL OOT L9 68>Q I8 114 8L ~?3QKT¢S 6S T£ ' ST ' TZ " LZ " 9S SZ T9 L £T IIZ 9 9Z ' ££ TT>II 61 9Z ZZ POA-IQSwX 65 LZ 9 TE ' ZZ ' OT LT ' ES 6 £4 8 8Z ' 6 8Z O£ £Z OZ OT IZ 3Q?n0 T7 EL 96 69 OOT 8L OOT 06 £8 OOT L9 T6 LS Z6 ZL OOT i6 ZL 04 LL 08 06 61- A3xLVH OOS 8£ ZS ' ZZ 6 Z9 ' ES S£ £T £S 8Z ' 6 " £P 9£ OZ 8 LZ PoonP0S3*TF 40D 79 OOT 84 00T 84 OOT T6 8S OOT L4 59 L8 L4 ZL OOT T6 OOT LS 99 08 Z6 EL S3xI30 a=WO24uI 6S 0£ £ OL 8 ' £ 05 9S £Z T> OT LL TT ' £ ' Z£ OS>Y L Z ZZ -3 Y 34 X-zad - Y3?w :(TYS Ta 0L 46 0£ OOT Z6 OOT 46 05 94 LL 65 06 £Z 68 OOT L6 00T 89 0SW £6 86 8L &-%S si"l 30 YT-3 o43 II? n?Of AWA MYGA SYGO. AY4i W<S b1KH a+Kb bYCd D14C0 OY4N RttOi YNCI LYGY YtKC HYGI IWi 3Y© a1Kd MBYQ 30ff5 KQ 3QflHtJ 3075t<8: Y %06 zaddII Y08 -swo --'I - SoSz-aAG37d ==IOa 3-a btS Z 6T L 9T £ 5Z S OZ 9 a OT TT 0T 4T OZ 8 TZ T TZ >Z 8Z TZ 96 S-8 Poqxlb?-M Z ZL 5 4T T OT T ZT 9 Z 8 9 OT 6 L 4 TT Z 4T 6T TT £T LS osvH aTd=B -.V'ip -QJ Aq30 xYJ -AO -QJ --30 -n-'J ...... a .... ...... w. .. •.... " .... ..... 11.... tTSI d+YtLi 85;i d3I T38 7SI eIILi 8tII SlLd StII d8 IS TQaOS ssai-4 T3M anrl?Z~oO vo pasag T-ro'J : ZI3 tso;saa-Q : sa,wsa3~sd adt3a3?R pue38 IpnsQ-voti 5EZ o6ed 60Z aT4aS 9£-SZ 0a7Y 883YOY75 3Ptfi73 = JCQOSS lOIlKSN3RHS tICiI 09-ZL£+IYO STT;33l1'IOA 65:60 466T^NOP-9~ 4 ~ 0 .9
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6-JUN-1997 09:59 VOIREF:115 DRI:372-60 RTR SEGMENPATION STUDY : Ff?DUE SFlD20ER.S AGFa 25-34 Table 193 pa9e 216 Q.30: Cigarette Issues Agreement Ratings : Top Box - Based on Menthol Smokers Saaple Base 129 Weighted Base 68 Sig Test Colvmn, Ref>Versus Lower Case 809 IIpper 90s Restrictions against smoking are fair to both smokers and non-smoker Total 25 10 30 17 A B>ACIE C>ABDE 33 C<32 I believe that second-hand tobacco 42 42 smoke is dangerous to a xwn-smoker's health A<11 34 If I have a choice, I always try to 42 35 Abd<56 avoid public places where smoking is restricted I usually don't smoke at !x~ 17 14 a<9 I wovld be interested in finding a 45 a<32 47 cigarette that would be less offensive to others Hefore I light a cigarette now, I am 50 40 52 more likely to ask others if they mind if I smoke I only smoke in certain rooms of my 39 35 A<24 home Smoking a cigarette can make me feel 36 A<16 aBe<48 more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth 62 a<48 aBd<72 38 Smoking a cigarette around others 24 gives me something to do when others are talking 35 20 35 28 Smoking restrictions have gone too 43 d<49 aD<53 far I try to avoid social situations 34 where smoking is discouraged I take certain steps to accro®odate 46 non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a c¢onp I won't be the first to start smoking I aijoy smoking 26 a!E<46 41 40 41 aCL9 AC20 25 16 22 51 A<31 A8D<68 The rights and wishes of nai-smokers 25 C<30 A<8 should co®e before the rights and wishes of smokers I enjoy a cigarette when I'm just .e>> 61 59 AD<74 43 39 I really want to cnt down on tar and 46 nicotine ia my smoking Smoking often makes my clothes and 49 E<48 E<51 hair smn17l bad T9-Ec ssQTS ' Y ST SF IIiT ENT INF EFF IST EST IS8 ESF ISTJ ....NT..... ....2g ..... ....ST..... ..... ....S 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Cauc 12 5 Other 13 5 Ca~ 17 13 Other 13 5 Cauc 27 18 Other 28 11 Cauc 10 6 Other 9 5 D>ABCE E>A8W F>AG G>AF fi>AI I>AB J>AK 2C+AJ L>AM 29AL N>AO O>AN P>AQ 0>Ap R>AS S7AR T>AV V>AT V>AW W?An AC<46 C<36 44 18 3 A<16 35 AJ<60 23 42 19 38 10 54 A<5 29 40 At<58 54 17 47 42 54 28 44 aQ8 37 Aj<58 47 39 26 37 36 48 AC13 62 43 52 47 36 38 38 33 37 54 a<57 32 44 47 33 62 35 20 50 A<61 42 A<21 A7<66 40 36 aC<22 17 27 . 17 A<5 17 a<28 23 14 4 19 13 15 a<7 13 21 24 16 17 b<48 43 42 21 55 42 35 AJ<65 23 52 26 37 40 24 38 69 38 A7<66 64 20 51 55 46 34 55 50 a<38 AJ<66 23 69 54 40 29 52 50 57 a<40 A7<71 67 41 aC<46 C<48 52 16 42 A<14 37 Aj<56 36 54 6 39 49 21 A<15 47 44 49 51 46 B<38 30 22 9 42 a<51 a<26 AJ<52 . 44 50 29 16 15 48 46 41 32 33 26 58 b<69 59 35 68 a<74 55 62 25 89 80 59 43 53 71 74 A<42 AT<86 72 66 AE<47 A<21 50 18 58 A<23 31 AJ<65 31 30 34 33 38 29 52 39 AT<61 14 29 23 21 24 16 39 22 20 26 31 18 22 21 20 21 46 17 t<33 14 29 A<32 d<50 70 25 56 52 A<28 36 73 67 a<32 55 43 54 51 A<18 aT<57 62 38 E<36 A<16 37 15 53 42 29 44 23 55 27 11 43 41 60 31 a<46 11 20 aG53 39 72 5 . 54 a<33 39 AJ<71 23 46 28 36 39 43 A<27 75 49 A<60 40 38 ABCe<58 c<39 - 34 24 21 AQ9 a<54 A<63 23 47 25 49 21 38 A<13 38 A<61 52 58 20 24 aB<39 25 5 35 15 A<11 AJ<40 47 35 19 A<11 3 29 20 28 23 25 44 33 b<48 50 26 37 56 A<75 44 53 25 61 80 47 19 44 62 84 A<36 AT<70 63 36 ACe<37 20 52 5 18 A<2 32 A<42 23 19 3 30 17 43 A<. 28 32 A<45 14 26 A<49 DCI1 70 46 68 A<77 a<50 a<48 61 76 76 A<45 60 57 A<77 66 A<37 T<70 77 66 AbCEb8 A<26 61 23 26 46 51 A<67 23 28 36 53 35 52 33 52 51 At<71 33 20 AE<60 A<20 67 27 69 40 51 Aj<71 25 18 41 52 49 47 41 75 59 a<62 7 33
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6-JOH-1997 09:59 VOLItEF:115 DRI:372-60 R.7R SDQ4:SOTATIQ7 SR7DY : lO9UL S1dOKERS AGE9 25-34 Table 213 Page 239 0.15: tioes-Vsval Brand Attribute Ratings : Camel Based on Competitive CJSMEL Raters Total BT RF 3T S£ IIiT P2iT INF E2iF SST LST ISF F.SF P2qFP ISTJ .... RT..... .... 7i!'..... .... ST..... .... Sff..... Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Cauc 12 Other 1 Cavc 10 Othrs 1 Casx 14 Other 5 Cavc 12 Ot2ler 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Siq Test Ca1== Ref>versns Lower Case 80% Upper 906 A 8>ACCE oABDE D>ABCE FJABCD F7AG ©AF B7AI DAH JN1C AA7 L>AM ?DAL 1QhAO ONUP Q>AY R>AS S>AR T>AV II>AT V>AA W>AV Is too smooth 6 9 . atl.5 1 . 9 . . 13 18 . 2 . 29 14 17 1 Has just the right amonnt of 29 39 10 21 56 28 39 . 14 35 . 69 42 . 3 41 . 11 30 . 52 100 smoothness Is not smooth enough 65 53 90 64 43 72 52 100 86 52 82 31 56 100 68 50 100 89 100 56 83 47 . Too mach full bodied taste 51 48 78 40 33 72 47 94 72 8 85 6 63 100 17 44 100 76 100 33 57 32 41 Just the riqht amvont of full bodied 31 20 10 36 62 . 21 . 14 58 5 85 37 . 54 22 . 11 . 35 40 68 . taste Not enough full bodied taste 18 32 12 24 5 28 32 6 14 34 9 9 . . 29 34 . 14 . 33 3 . 59 Too little tar and nicotine 5 9 . 10 5 . 9 . . 13 5 9 . . 29 9 . . . 12 4 . 59 Just the right amoimt of tar and 34 34 20 38 48 . 35 35 14 57 11 59 35 . 51 36 . 22 . 37 40 52 . nicotine Too much tar and nicotine 61 57 80 53 48 100 56 65 86 30 84 31 65 100 20 55 100 78 100 51 56 48 41 Too easy to draw smoke through 25 8 43 31 12 . 9 6 58 2 72 . 25 100 4 9 . 36 100 20 57 13 . filter The right level of ease of draw 46 54 20 50 67 . 55 36 14 77 11 85 46 . 96 51 100 23 . 54 40 69 41 Too hard to draw smoke through . 29 38 37 19 21 100 36 58 28 21 17 15 28 . . 40 . 41 . 27 3 18 59 filter Taste too strong 58 60 70 54 43 100 58 100 58 27 93 22 65 100 59 57 100 67 100 34 100 43 41 Has the right level of strength 33 32 20 33 52 . 33 . 28 52 5 69 35 . 41 34 . 22 . 47 . 57 . Taste too light 9 9 10 13 5 . 9 . 14 21 2 9 9 . 11 _ 19 . . 59 t~L'~EL. 6g9yS
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6-JVN-1997 09:59 VOLREF:115 DRI:372-60 E47R SEGMEPTATION STWy : FF29kLE sf0!=S A® 25-34 Table 212 Pa9e 238 4.5a-m: Ncas-Vsual Brand Lifetype Preferences : Dimension JP1 : Camel Based on Competitive CAMEL Raters Total NT NF ST SF INT PS7T ZNF ENF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SP..... Saug+le Base 57 13 11 19 14 2 u 4 7 9 10 6 8 2 6 Cauc 12 Other 1 Cauc 10 Other 1 Cavc 14 Other 5 Cauc 12 Other 2 Steightea Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Colums Ref>Versus Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG ©AF H>AI I>AH J>AlC R>AT IJAM ADAL N>AO O>AN P>AQ -Q>AP R>AS S>AR T>AV V>AT V>AW W>AV Plan what it will do and when 15 8 10 16 27 . 9 . 14 17 15 35 17 . 9 9 . 11 - 14 20 24 59 Just go 85 92 90 84 73 100 91 100 86 83 85 65 83 100 91 91 100 89 100 86 80 76 41 Arrange dates, parties, etc.., well 26 19 25 38 22 . 20 29 23 36 40 26 17 46 4 21 . 27 . 51 7 19 59 in advance Be free to do whatever looks like 74 81 75 62 78 100 80 71 77 64 60 74 83 54 96 79 100 73 100 49 93 81 fun when the time cames Organize the job carefully before it 35 21 34 a<49 35 72 19 36 33 26 81 58 10 100 12 15 100 38 _ 44 60 29 100 starts Find out what is necessary as it 65 79 66 aG51 65 28 81 64 67 74 19 42 90 . 88 85 . 62 100 56 40 71 . goes along Nice to be able to plan accordingly 33 28 43 a<21 41 72 26 65 33 26 15 52 28 100 12 30 . 47 . 22 20 39 59 A little unpleasant to be tied down 67 72 57 a<79 59 28 74 35 67 74 85 48 72 . 88 70 100 53 100 78 80 61 41 Scheduled 17 17 19 12 21 . 17 6 24 4 24 22 20 54 9 18 . 21 . 11 16 23 . Lhsplarnied 83 83 81 88 79 100 83 94 76 96 76 78 80 46 91 82 100 79 100 89 84 77 100 Systematic - 10 9 9 8 16 . 9 6 11 8 7 26 5 54 17 9 . 10 . 11 . 12 59 Spontaneous 90 91 91 92 84 100 91 94 89 92 93 74 95 46 83 91. 100 90 100 89 100- 88 41 E?EL 589TS
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6-JVN-1997 09:59 vOLREF:115 28L2:372-60 RJR SEQ+BNlATIOId STODY : lP24UE SM030:RS AGM 25-34 Table 195 PagO 221 Q.30: Cigarette Issues Agreement Fatings : Bottom-2 Box Based on Menthol Smokers Samvle Base Weighted Base Sig Test Column Ref>Versus Lower Case 80% IIpper 90e I enjoy the ritual of smoking. It's samethicsg familiar that I do on aany occasions throughout the day Smoking a cigarette can make an enjoyable mnment eaern better Smoking gives me bad breath I sometimes reward myself with a cigarette after I've accomplished some task I would be interested in a cigarette with an eztremely low level of nicotine Cigarettes usually leave an umpleasant aroma in a room I really enjoy a cigarette during a short break from some activity I enjoy smoking when I'm rushed and have lots to do . I can think of many times when :on- smokers have beci rude to me because I was smoking arouad then I enjoy a cigarette:whm I'm thinking through a problem Total RT PF ST SF IIPt FNT IIiF ENF IST EST ISF ES'£ F2PP ISSJ .... lPf..... .... PF..... .... ST..... .... Sl•-•.. 129 68 25 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 - 14 9 23 14 Cavo 12 5 Other 13 5 Cauc 17 13 Other 13 5 Cava 27 18 Other 28 21 Cavc 10 6 Other 9 5 A B>A[DE pAHM D>ABE DABCD F>AC ©AF F>AI I>A8 .7JAlC AA7 LJAM NNW 0>AT7 P>AQ Q>AP EUAS S>AR T>AII 9 >AT V>AW W>AV 18 a<18 13 ABCE<28 A<8 . 21 23 A<8 Ak<35 19 12 10 A<38 3 17 13 14 An<35 16 7 9 17 cc23 a<10 cC22 10 13 35 14 a<8 ad8 14 - 15 10 A<31 16 31 A<7 18 aIId8 10 . 21 9 AC6EQ5 8 6 5 22 30 3 11 5 8 . 7 15 5 11 41 10 4 AQ t<12 7 3 12 Acde<24 9 10 8 14 36 19 A<4 aL'5 15 . 12 5 6 3 46 A<3 24 9 11 . 17 16 ACDE<Q5 a<9 a<11 12 39 51 3 12 10 12 . 18 15 9 44 45 11 4 11 10 7 18 7 ACDE<26 A<. C<6 A<1 13 40 . A<. A<1 j<11 . 2 . AQ 3 49 A<. . 7 4 . 3 12 C<17 A<. AC<19 c<9 . 36 . A<. A2K30 6 . 14 . AQ8 8 26 A<. . AV<30 A<. 18 . 22 c<28 A<11 C<27 17 1 59 7 14 AK<40 a<12 . 25 . A<43 11 46 A<9 iS 25 30 . 35 30 aQ8 a<20ASCE<45 A<16 . 38 18 - 22 A<52 36 23 13 15 A<58 . 36 AQ6 32 A<44 A<48 24 9 10 12 A<3 aC<14 8 1 23 . 4 17 11 . 12 6 18 . 23 A<. 10 auG18 6 . 17 99ZL 589:G
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997 09:59 VOLRE[N:115 DRI 372-60 BJR SEGNIIPPATZON STUDY FB94LE SMOPM3i3 ACED 25-34 - Table 206 Pa e 232 6-JUN-1 : : g 0.14: Vsual Brand Attribute Ratixx3s Based on IIs+sal Brand GAMEL Smokers Total NT AF ST SF 1N2 F1iT riiF ENF ZST EST ISF ESF F2iFP ZSTJ .... NT..... . .. .10?'..... . . . . ST. .. . . .... SF... . . . Cauc Other C~ Other Cauc Other Cauc Other Sample Base 29 5 7 11 6 3 2 1 6 5 6 4 2 5 3 3 2 7 0 6 5 6 0 Weighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Sig Test Colmmn Rcf>Versus Lorer Case 80% Upper 90% Has just the right amount of A 88 B>ACDE 47 C>ABDE 100 D>ABCE 90 E'>ABCD 100 F>AG 77 G>AF 28 FDA1 100 D#f 100 J>AK 79 IOAJ 94 100 100 tAAO 100 O>AN 65 P>AQ 100 Q>AP . R>AS 100 S>AR T>AU 86 U>AT 93 V>AW 100 W>AV smoothness Is not smooth enough 12 53 . 10 . 23 72 . . 21 6 . . . 35 . 100 . 14 7 . Too much full bodied taste 6 43 . . . . . 72 82 Just the right amount of full bodied 92 57 100 95 100 100 28 100 100 100 94 100 100 100 100 100 18 100 86 100 100 taste Not enouqh full bodied taste 2 . . 5 . . . . . . 6 . . . . . . . 14 . _ Just the right amount of tar and 70 47 63 78 82 77 28 100 60 79 78 72 100 75 100 100 . 63 50 93 82 nicotine Too much tar and nicotine - 30 53 37 22 18 23 72 . 40 21 22 28 . 25 . . 100 37 50 7 18 Too easy to draw smoke through 2 . . 5 21 - 7 . filter The right level of ease of draw 88 47 100 90 100 77 28 100 100 79 94 100 100 100 100 100 . 100 86 93 100 Too hard to draw smoke through 9 53 . 5 . 23 72 . . . 6 . . . . . 100 . 14 . . filter Taste too strong 13 43 18 5 . . 72 . 20 21 . . . . . - 82 18 . 7 . Has the right level of strength 85 57 82 90 100 100 28 100 80 79 94 100 100 100 100 100 18 82 86 93 100 Taste too light 2 . . 5 - . . . . . . 6 . . . . . . _ 14 . . LLEL 629?S
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6-JVN-1997 09:59 vOI,RE!':115 Ati:372-60 FJR SE260PATION STUDY : P'F?Y1LE SMOKER.4 A® 25-34 Table 194 Page 218 4.30: Cigarette Issues Agreement Ratings : Top-2 Box Based on Men*1»1 Smokers Sample Base Weighted Base Sig Test Colnmn Ref>Versvs Lower Case 80% Upper 901 Restrictions against smoking are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is daaqerous to anon-smker•s health If I have a choice, I always try to avoid public places where smoking is restricted I usually don't smoke at home I would be interested in finding a cigarette that would be less offensive to others Before I light a ciqarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves an unpleasant taste in my mouth Smoking a cigarette around others gives me something to do-wlKn others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to aceo®odate non-smokers, as long as it doesn't inconvenience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'm in a grexup I won't be the first to start smoking I enjoy smoking The rights and wistxs of non-smokers should co®e before the rights and wishes of smokers I enjoy a cigarette when I'm just +r2a*ing I really want to cut down on tar and nicotine in my smoking Smoking often makes my clothes and hair saell bad Total NT 2zF ST SF tNT F1Tf 22tB F1QF IST EbT ISF ESP ENFP ISTJ ....27T..... .... i7F...-. .... ST..... ....SF.._.. 129 68 25 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Caw 12 5 Other 13 5 Caw 17 13 Other 13 5 Cauc 27 18 Other 28 11 Caw 10 6 Other 9 5 A B>AmE C>Affi)E D>ABCE E>ABCD F>AG G>AF FDAI I>AFI J>AK SOAJ L>AM PDAL N>A0 O>AN P>AQ Q>AP R>AS S>A R T>AU U>AT V>AW i7>AV 46 46 A<30 AC<56 44 52 40 37 A<27 47 Aj<67 36 47 23 47 34 59 A<20 56 52 A<63 61 26 62 c<70 a<52 62 c<71 83 56 62 a<47 52 aJ<74 87 63 50 54 82 58 a<47 67 59 68 79 61 57 D<65 aDC68 A<45 d<63 77 51 68 68 A<37 54 87 52 77 A<41 65 65 a<71 60 A<30 aT<70 56 70 30 C<40 A<18 30 C<40 66 10 38 A<7 25 36 62 30 7 27 55 25 A<14 28 29 31 37 43 62 58 67 a<55 ad<75 75 40 59 72 A<40 aJ<73 75 74 65 A<40 73 43 65 74 A<47 T<69 86 63 68 a<53 Bd<76 a<62 ABD<86 70 34 94 66 A<51 J<74 75 92 74 A<52 54 52 74 81 a<56 71 89 84 52 50 A<35 C<55 AbCd<72 67 30 52 A<25 46 aj<65 75 70 21 47 73 26 A<28 52 54 55 72 72 47 a<34 B<57 43 54 34 35 52 59 A<30 aJ<59 53 54 60 a<33 53 15 58 53 49 A<33 47 60 . 76 a<63 aBD<85 aClO ABIX89 68 58 78 A<89 69 72 77 95 86 71 59 67 84 90 A<58 AT<90 79 100 58 58 59 55 65 81 32 76 49 A<43 J<68 77 59 64 A<42 73 42 56 67 a<47 t<68 51 79 33 . 28 38 30 37 30 26 49 33 31 29 38 37 32 33 35 21 34 50 26 38 21 53 - . - 53 d<61 d<61 A<44 56 85 34 56 63 47 a<41 . 82 82 46 79 43 60 61 A<35 T<59 62 50 45 40 AbdE<59 44 a<32 44 36 62 58 43 46 . 47 75 41 29 52 57 66 a<36 aT<59 35 29 59 67 53 59 60 92 39 75 A<41 a<46 AJ<75 61 60 38 A<41 66 68 A<40 86 57 63 46 74 53 44 A<34 ABC<66 C<58 49 39 29 a<37 63 A<69 23 75 38 60 37 52 A<'26 54 A<68 62 74 41 - . 38 40 36 33 ad<52 63 14 67 A<19 A<'22 J<46 47 55 . 24 A<20 48 31 26 61 36 28 50 54 . . 63 51 abd<72 57 aHd<'I5 48 55 67 a<75 57 57 38 92 81 57 57 45 65 90 A<47 aT<74 84 66 32 C<42 A<14 aC<40 c<31 67 14 22 A<].0 35 a<46 23 36 13 32 33 52 A<3 43 35 A<48 16 47 70 65 aD<80- A<62 d<80 76 51 72 A<84 69 A<54 61 89 85 66 65 64 , a<83 71 A<49 AT<85 93 66 56 62 47 ac<63 49 81 40 33 54 53 AJ<74 - 36 54 47 56 66 57 a<40 63 57 AtfT4 68 29 65 E<69 AECf6 E<65 A<42 90 46 80 74 58 j<74 47 39 79 60 81 56 71 89 66 65 50 33 0 -9EL 689TS 0
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• 6-JVM-1997 09:59 W7FFS':115 MI:372-60 R7R SEaM TlATION STVDY :*Mr-F SFAlMRS A® 25-34 Table 215 Page 249 Q_F: Usual Brand Based on Competitive ChMEL Raters Total NT NF ST SF INT FNP ILM FFF SST EST ISF P«;F P1iFP ISTJ .... BT..... .... la'..... .... ST..... .... Sf..... Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Canc Other 12 1 Cauc Other 10 1 Cauc Other 14 5 Caue Other 12 2 Neighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Co1umn Ref>Vexsus Lwrer Case 80% Upper 90% A B>AmE C>ABDE D>ABCE G>AF EDAI DAH J>AA 1DAJ L>AM hDAL PDAO 0>AN P>AQ Q>AP IUA4 S>AR T>AV V>AT V>AN t7>AV 100+ SAV M IILTRA LOW TAR/LIGFiTS 85 100+ VS£L 589IS
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6-7UN-1997 09:59 - vOIREF:115 DRI:372-60 R7R S£CHIENTATION STUDY : FEIMALE SMOAFRS AC,FD 25-34 Table 215 Page 242 Q.F: Usual Brand Based on C.ompetitive CIMEL Raters . Total NT NF ST SF INT ENT IRF 12II' IST EST ISP SSF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... St..... Sample Base 57 13 11 19 14 2 11 4 7 9 Cauc Other Cauc Other Cai Other Cava 10 6 8 2 6 12 1 10 1 14 5 32 Other 2 Weighted Base 94 21 28 24 21 1 21 8 20_ 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Si.q Test Co1w= Ref>Versns Lower Case 80t Upper 908 Utltra Lar Tar/Lights B>ACDE QABDE . . . D>ABCE E>ABm . . F>AG G>AF HNaI I>AH . . . . J>AlC . AAJ L>AM 29AL N>A0 O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW . . . . . . . . . . . . W>AV . 85~ . . . . . . . . . . . . . . . . . . . . lOOmm+~ . . . . . . . . _ . . . _ . . . . . . . . . . WIHSTOH 7 6 2 13 8 100 3 6 _ 5- 25 . 17 . 12 6 . 2 . 16 7 5 41 Full Flavor 2 1 . 6 2 28 - . . 5 7 . 5 . 12 1 . _ _ 6 7 2 . 85MM 2 1 . 6 2 28 . . . 5 7 . 5 . 12 1 . . . 6 7 2 . 100MIN+ Low Tar/Lights 5 5 2 7 6 72 3 6 . . 18 . 12 . . 5 . 2 . 11 . 3 41 85mm 3 5 . 2 6 72 3 . . . 5 . 12 . . 5 . - _ 3 . 3 41 100mm+ 2 . 2 5 . . . 6 . . 13 2 _ 8 . . . Utltra Low Tar/Lights 85= 100MM+ Winston Select 3 3 . 3 7 28 3 . . 1 5 . 15 _ 3 4 . _ _ 4 . 4 41 Winston Requ.lar 4 2 2 10 1 72 . 6 . 4 19 . 2 . 9 3 . 2 _ 12 7 1 . RESJPORT Full Flavor 85= 100mmt Low Tar/Li.qhts 85= 100aat+ Vtltra Low Tar/Lights 85= SN,Elf 100=+ Htull Flavor 85m 100nW+ Low Tar/Lights 85mm, 100=2+ Utltra Low Tar/Lights 8500s LSEL 58gi, ~
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• • 9 6-JON-1997 09:59 VOIREF:125 DIt2:372-60 RJR SE24MTATIOA STUDY : Ff291LE SMOlOiRS AC~'D 25-34 Table 215 Page 245 Q.F: Usnal Brand Based on Co®petitive CAt~'S. Raters Total NT NF ST SF 1RT PSPT Ila' PSiF IST FST ISF F.SF LNFP ISTJ .... HT..... .... RF..... .... Sf..... .... SF..... Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Cauc Other 12 1 Casu Other 10 1 Cano Other 14 5 Canc Other 12 2 Weighted Hase 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Columm Fif>Versos Lower Case 80d Upper 901 87ACDE C>ABDE D>ABCE E>ABCD F>P,G G>AF fDAI I>AH J>At( R7AT L>AM )AAL 1Q>A0 9>A27 P>AQ QN1P R>AS S>AR T>AU tAAT V>AN iT>AV 100MM+ Low Tar/Lights 85mm 100mm+ Utltra Low Tar/Lights 85mm 100mm+ BASIC (2aS+hA BASIC (HId) Full Flavor 85mm 100mm+ Low Tar/Lights 85mm 100..+ Utltra Low Tar/Lights 85mm 100mmi BASIC MENTHOL Full Flavor 85a 100mm+ Low Tar/Lights 85mm 100mm+ Utltra Low Tar/Lights 85mm lOOmm+ GPC (2M+bA GPC (2IId) Full Flavor 85mm 100mm+ Low Tar/Lights 06£L 689?S
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• S • 6-JO1P-1997 09:59 VO7hE!':115 ML2:372-60 RJR SEGM TATION SlUDY : FPMA7.5 3MOIQRS AGED 25-34 Table 219 Page 253 Q.2, 3: Lifetype vYoupi.ngs : F`Y*e-++as Type Based on Caapetitive CAMEL Raters Tota7. NT NF ST SF IAT FNP IIiF F2iF I3T EST ISF ESF PSiFP ISTJ .... NT..... .... 1R'..... .... ST..... ....SF. ".• .. . Cave other Cauc other Cana other Caua other Saaple Base 57 13 11 19 14 2 u 0 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 weiqhted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Col=m Ret>vezsus .. Lower Case 80! IIpper 90% A B>ACDE C>ABDE MItBCE E>ABCD F>AG ©AF FDAI DAH J>AR lC•AJ SJAM )DAL 1P>74D O>AN P>AQ Q>AP R>AS 3>AR T>AII IIN1T V»AN ii>AV SP _ 23 . . M63 32 . . . . 54 74 9 58 . . . . . . 67 53 26 100 8P 33 98 36 A<. . 28 100 77 19 . . . . 100 . 97 100 40 . . . . TJ 10 2 . A<37 . 72 . . . 46 26 . . . 100 3 . . . 33 47 . . FJ 34 . 64 A<. 68 . . 23 81 . . 91 42 . . . . 60 100 . . 74 . 36FL 689TS
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6-JtlH-1997 09:59 VOLRI:F:115 DRI:372-60 RTR SEQfi2iTATION STUDY : FFUL*-E 9MOKER3 AGM 25-34 Table 217 Pdqe 251 Q.2, 3: Lifetype Graapings : M-S Types . Based on Cwmpetitive CAF&,Z Raters Total 1PP 1QF ST SF IIiT SNT INF F2IF IST FST ISF EST F27FP ISTJ ....1P2..... .... P!'..... .... ST..... .... SP..... Sanpie Base 57 13 11 19 14 2 11 0 7 9 10 6 8 2 6 Cano 12 . Other 1 Cauc 10 Other 1 Cauc 14 Other 5 Cavo 12 Othtr 2 Aeighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Coiuzin Ref>versus Lower Case 808 Upper 90% A 8>AmE OABSi: D>ABCE FJABCD F>AG GQAF fDA2 I>AH J>A1C !0)A7 IJAM lDAL MNW 0>AN P>AQ Q>AP R>AS S>AR TN4T U>AT V>AA ti>14V F.STP 8 . . A<31 . . . . . . 74 . . . . . . . . 21 53 . . ES£P 6 A<. 28 . . . . . . 58 . . . . . . . 26 41 F1iTP 22 97 . A<. . . 100 . . . . . . . . 96 100 . . . . . . ENFP 4 . 14 a<. . . . . 19 . . . . 100 . . . 15 . . . . . ISTP 8 A<32 . . . . . 54 . . . . . . . . . 46 . . . ISFP 1 . . . 5 . . . . - . 9 . . . . . . . . . . 59 INTP • 1 . . . 28 . . . . . . . . . 1 . . . . _ . . INFP 7 . 23 A<. . . . 77 . . . . . . . . . 25 . . . . . ESTJ 3 . . a<11 . . . . . . 26 . . . . . . . . 12 7 . . ESFJ 5 . . a<. 20 . . . . . . . 42 . . . . . . . . 22 . Fd7FJ 17 . 57 A<_ . . . . 81 52 100 . . . . ISTJ 7 . . A<27 . . . . . 46 . . . . 100 . . . . 21 40 . . ISFJ 11 . . A<. 47 . . . . . . 91 . . . . . . . . - 52 . INTJ 1 2 . . . 72 . . . . . . . . . . 3 INFJ 2 . 7 . . . . 23 7 ?6£L. 689:S
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6-JVN-1997 09:59 VOLREF:115 MiI:372-60 NJ12 SEMENTATION STUDY : P'P.MtIE SM010*= AGE9 25-34 Table 215 PxJe 26d Q_F: Usual Brand Based as C'.ompetitive CAMEL Baters Sample Base Keighted Base Sig Test Column Itef>Versus Lower Case 80% UPper 90% Nar G!N+ZD 7tov (!AD Nov 0'0 Pall Mall (2M.23? Pal1 Mall (2AD Pall Mall (DD Parliament (2dD Raleigh (HIo Satatoga (Z" Satin (2AD Tareyton (2IIO Total NT HF ST SF INT P13T iNF SlPF IST E.ST ISF FSF Ft1FP ISTJ .... NT.__.. .... 1QF..... .... ST..... .... SF-_... Cauc Other Cavv Other Cauc Other Cauc Other 57 94 13 21 11 19 28 24 2 11 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 B>ACDE C>ABDE D>ABCE E>ABCD F>AG qAF IFDAI I>AEf J>AR R>AJ L>AM bf>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W-"-AV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - - - . . . - - • - - . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . - - • - True (MQ . . . . . . . . . . . . . . . . . . - - - • - Vantage (PA1y 1 . • 3 . . . . . _ 8 . . . . . . . . 5 _ . _ Virginia Sliffi (lSf00 . . . . . . . . - _ . . . . . . . • . _ . . _ Virginia Slims (HI3) - - . . . . - • - - • - - - . . . . . - - - • Virginia Slims pd) . . . . . - - • - - ' . . . . . . ' • - - - - Other FP (HId+My . . . . . . • . _ . . . . . . ' ' ' • - - - ' Other FP (!A$ Other FP 0Q SAVRIGS: DORAL (SAA-lp DORAL (2dO Full Flavor 85MM 100ZM+ Low Tar/Lights . . . . . . . . . . . . . . . . . . . . . . . 85na . . . . . . . . . . . . . . . . . . . . . . . 100XM+ Utltra Low Tar/Lights 85m . . . . . . . . . . . . . . . . . . . . . . . 1002m+ . . . . . . . . . . . . . . . . . . . - - • - DOPAL b2NML . . . . . . . . . . . . . . . . . . . . . . . Full Flavor O 85 ? ~ =01 r.~3£ L e s ` 0
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Table 221 9age 255 WIdtEF:115 DRI:372-60 RJR SA6ZMATION STUDY : FF2fiALE SlAOKERS AC.ED 25-34 6-JqN-1997 09:59 4-2, 3: Lifetype Groupings : Cognit9.ve Styles Based on C.ci®petitime G4MZ HaLers Total NT RF ST SF IIiT EIaT INF Et7£ IST FST IS£ ES1£ IIIfP ISTJ .... IiT..... ....NF..... .... ST..... .... 5£..... Cauc Other Cavc Other Cauc Other Cavo Other Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Column Ref>Versus Lower Case 80% upper 90% A 8>ACDE C>ABDE D>TBCE FJRBm F>AG G>AF t>AI I>AH J>AK AAJ IJAM LDAL 2UAO ON1N P>AQ 4>AP R>AS SN4 R T>AV II>AT V>AW inAV ST Realists 25 . . A<100 . . . . . 100 100 . . . 100 . . . . 100 100 . . S£ Sympathizers 22 . . A<. 100 . . . . . . 100 100 . . . . . . . . 100 100 NT Strivers 23 100 . A<. . 100 100 . . . . . . . . 100 100 . . . . . . 1QF Caialysts 30 . 100 A<. . . . 100 100 . . . . 100 . . . 100 100 . . . . OOt'L 6ggTS
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~ ~ I ~ ~qo ~ ~r n n ~ ~i ro ro~ ~ ~ M . . . . . . . . . . . . . . . . . . . . . . P J N w WF~ na r N H Y N H OO P 00 :3 r Nm P N 01 N rr wr T P b N N N ~~qh H
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• S 51689 7385 48'6Z 84'SZ 8T'6Z 06'6Z 00"SZ S£'9Z 00'0£ 69'9Z 8Z'LZ OL"LZ 6L"6Z 69"9Z LZ'££ 40'LZ >rv 00'9Z ZZ'6Z Z8'9Z T6'8Z I6"LZ LL"6Z 0Z'9Z 98'9Z 80'LZ T8'6Z 60'8Z ST'6Z 08'6Z>rt00'SZ S4'LZ 00'0£ SZ'LZ £D'LZ ZL"LZ 90"6Z 99'LZ £6"T£ L6'LZ ££'9Z>HTE'6Z 8£'LZ T£"6Z EZ'8Z T9'6DD8YOZ'LZ S9'LZ 60'8Z 00T 00T 00T 001 001 001 00T OOT 00T OOT 00T 00T OOT 00T OOI 00T OOT 00T 00T OOT 00T 00T 00T OOT OOT OOT 00T OOT OOT OOT OOT OOT OOT OOT OOT 00T 00T OOT OOT OOT OOT OOT OOT OOT 001 00T 98'6Z 89'SZ 8T'6Z 06'6Z 00'SZ 5£'9Z 00'0£ 69'9Z 8Z'LZ OL'LZ 6L'6Z 69'9Z LZ'E£ 90'LZ >rv 00'9Z ZZ'6Z Z8'9Z T6'8Z T6'LZ LL'6Z OZ'9Z 98'9Z 80'LZ T8'6Z 60'8Z 8T'6Z 08'6Z>YOO'SZ S9'LZ 00'0£ 8Z'LZ £4'LZ ZCLZ 90'6Z 99'LZ £6'TE L6'LZ ££'9Z>QT£'6Z S£'LZ T£'6Z £Z'8Z T9'6Z>J870Z'LZ S4'LZ 60'8Z OOT 00T OOT OOT OOT 00T 00T OOT OOT OOT 001 001 OOT OOT OOT 001 001 OOT 00T OOT OOT OOT OOT Atl<A MY<A SY<II AYGL YYGS SYQI dY<O 0Y<d tNGO OYGaS Td6i FiVCI L'dQt YYGr HY<I IYQH 37t9 9kKd wwYQ aoaK<O 3QflYtl 30JYG8 Y Z 6T L 9T £ SZ T OZ 9 D OT TT 0T 9T OZ 8 TZ T TZ 4Z 8Z TZ 46 Z mmmO ZT xe'J s tarp0 9T T saq,40 OT oneo T =aqz0 ZT anc-J 9 Z 8 9 OT 6 L 9 TT Z LT 6T TT £T LS .....as.... .....11 .... ...... w .... ""'T.N"" r7SI aaIIr~ 88i dS3 SSI ITPII mLI SiII StS SS ZS dLT Tti TQiOi 506 =-d4II ucipaA Pa.4aTOdia3uI a6v ---A 9E-SZ : aTew3 : aTYYI aTvmad uQtpw paqrTodxa4ul Qb'Y tzew 4£-SZ %08 asp'J =a4a'I snssapG3a+I -TO"J I-S SiS as¢g Pir4Rb?'RM ~QS aTdmmS S-aard x&rs -a,r4-duoo - v"Qa Si-RO SSL,SrjTM a..q '2.'tp22iO '05V : SO..T..WS5OWQ OrZ a64d >TZ aT4vS 9£-SZ 03M SkIDdOWS aILYLd3 =[QOSS liOIiYSK3NA'i.S WL•fl 09-ZL£:IUHI STT=33tPI0A 65=60 L66T-NOP-9
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Q.5a-m: laon-Vsual Brand Lifetype Preferences : Dimension TF : Camel Based on Competitive C1MEI. 8aters Total NF ST ZST - F.SP FIWP ISTJ .... RT..... ....HF..... .... ST..... .... SF...- Cavc Other Cano Other Cavc Other Cauc Other Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 Xeigb.ted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Siq Test Coltmm Ref>Obrsus 7.ower Case 80% tTppri 908 A 8>A=E C>ABDE D)ASM TJASCD F>A6 pAF H>Al I>AH J>AK lOAJ SJAM 19AL N>AO O>A8 P>AQ Q>AY R>A8 S>AR T~ Z7>AT V>AN V>AV Its heart rule its head 52 62 60 a<36 50 100 61 100 43 34 38 52 49 100 46 60 100 67 . 31 47 46 100 Its hend rule its heart 48 38 40 aG64 50 . 39 . 57 66 62 48 51 . 54 40 . 33 100 69 53 54 . Value sentiment more than loqic 43 36 61 37 31 28 - 37 94 48 49 20 26 38 100 78 32 100 68 . 33 47 34 . Value logic more than sentiment 57 64 39 63 69 72 63 6 52 51 80 74 62 . 22 68 . 32 100 67 53 66 100 Ccxivincing 51 47 36 55 68 100 45 6 48 58 50 48 90 54 83 50 . 40 . 37 96 69 59 Touching 49 53 64 45 32 . 55 94 52 42 50 52 10 46 17 50 100 60 100 63 4 31 41 Analyze 66 60 66 68 71 100 58 6 91 57 84 57 85 54 96 63 . 63 100 56 96 72 59 Sympathize 34 40 34 32 29 42 94 9 43 16 43 15 46 4 37 100 37 . 44 4 28 41 Determined 67 60 57 77 76 72 59 6 77 77 77 65 88 54 96 64 . 52 100 69 96 83 . Devoted 33 40 43 23 24 28 41 94 23 23 23 35 12 46 4 36 100 48 . 31 4 17 100 Z8£L 689tS
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8-JVti-1997 09:59 VOLRFF:115 DRI:372-60 RTR SEQNMiTATION STUDY : FFS9J.E Sdpl4'32.5 AGP9 25-34 Table 215 Page 248 . . O.F: Usual Brand Based on Competitive CAML Raters Total NT . HF ST ST INT P37T INF FdtF IST EST ISF ESF IIiFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... canc Other Cauc Other caw Other Cauc Other Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 6 12 1 10 1 14 5 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Siq Test Coluon Re£>Versus Lover Case 80% Vpper 90% A 8>ACDE C>A80E D>AHC.E FJASCD F>AG GQAF FDAI I>AH J>AK 10•AJ L>AM MaAL tDAO O>At7 P>AQ Q>AP RUAS S>AR T>AU tAAT V>AW W>AV 100+ 9 17 7 3 9 . 18 23 - 6 _ 17 . , 13 18 . 7 , 5 . 10 . Fp NK LOW TAR/LIGHTS 64 55 70 68 59 72 55 77 67 62 75 57 61 54 46 59 _ 67 100 62 80 61 41 85 46 28 50 50 56 72 26 35 57 41 62 52 61 . . 30 . 45 100 55 40 .57 41 100+ 17 27 20 18 3 . 28 42 11 21 13 6 , 54 46 29 . 22 . 8 40 3 . FP !IIQ ULTRA LOW TAR/LIG2iTS 5 . 17 A<. , , . . 24 . , , _ . . , . 19 . . . _ _ 85 5 _ 17 A<. . . . 24 19 100+ FP MENTHOL . _ _ , . . . FP M FOLL FLAVOR . . . , . . . 85 100+ FP M LOW TAR/LIGHTS . _ . _ . . . . , 85 100+ FP M ULTRA LOW TAR/LIGHTS . 85 100+ TOTAL SAVINGS SAV NON-MENTAOL SAV 23S FULL FLAVOR 85 100+ SAV ISf LOW TAR/LIGHTS 85 100+ SAV 2M ULTRA LOW TAR/LIGHTS 85 100+ SAV MPPIiOL SAV M FULL FLAVOR 85 100+ SAV M LOW TAR/LIffiTS 85 ~~~?~ ~ 0 E6EL
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6-JOF-1997 09:59 . VOLREF:115 DRZ:372-60 RJR SEGMENTATIM STUDY : FFa9VX 5MMUERS A=:) 25-34 Table 216 Page 250 4.2, 3: Li.fetype Groupings : n;m..,s=oais Based on Competitim CA4ffi. Raters - Tota2 liT NP' ST SF SNT IIiT IlcF FNF zsT EST ZSF ESF PNHP ISTJ .... NT..... .... NP'..... .... ST..... .... SF..... Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Ca= Other 12 1 Caue Other 10 1 Caex Other 14 5 Cauo OY2ftr 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Co2~ Ref>Versus - Lows Case 80! Upper 90% A B>ACDE OABDE D>AHCE E>ABm F>AG 6>AF H>41 DAH J>AA 10AT L>AM NDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AW Ti>AV E2 64 97 71 A<41 48 . 100 - 100 . 100 . 100 100 . 96 100 67 100 34 60 48 41 12 36 3 29 A<59 52 100 . 100 . 100 . 100 . . 100 4 . 33 . 66 40 52 59 S 48 . . AG100 100 . . . . 100 100 100 100 . 100 . . . _ 100 100 100 100 N 52 100 100 A<_ . 100 100 100 100 . . . . 100 . 100 100 100 100 T 48 100 . A<100 . 100 100 .. . 100 100 . . . 100 100 100 . . 100 100 . . F 52 . 100 A<. 100 . . 100 100 . . 100 100 100 . . . 100 100 . . 100 100 11 44 2 64 37 68 72 . 23 81 46 26 91 42 . 100 3 . 60 100 33 47 74 . P1 56 98 36 63 32 28 100 77 19 54 74 9 58 100 . 97 100 40 . 67 53 26 100 '6FL 589tS 9
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7 09 59 6 VOId2EP' 115 DRI 372-60 RTR SEGMENTATION STODY FFSdALE SCPM S AGM 25-34 Table 218 Pa 252 : -JON-199 : : : . ge 0-2, 3: Lifetype 6Yovpings : Dom¢inant Based on Competitive C7tMEL Raters Total BT NF ST SF IIiT ENT INF PFF IST ES3 ISF ESF tNFP ISTJ ....NT----- .... NF..... .... ST..... .... SF..... Sample Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Cauc Other 12 1 Cauc Other 10 1 Casx Other 14 5 Cauc Other 12 2 weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Co1umn Re£>versus Loaer Case 80% Upper 90% A B>PUmE OABDE D>ABCB FJAB@ F>AG ®AF FDAI I>AH J>AK K>AJ IJAM 29AL NNA O>AN P>AQ 4>AP IiMS S>AR ThAV U>AT V>AW W>AV Dom S 31 . . AC58 75 . . . . 46 74 91 58 . 100 . . . . 42 93 78 61 Dom N 29 99 20 A<. . 72 100 23 19 . . . . 100 . 99 100 23 Dom T 11 1 . A<42 . 28 - . . 54 26 1 . . . 58 7 . . Dom F 29 . 80 A<. 25 . . 77 81 . . 9 42 77 100 . . 22 59 L6EL 689~S
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6-.7VIt-1997 09:59 V01REF:115 Iat1_372-60 RJR SFMENTATION STUDY : T+FMk*-*' S4mumS AG9 25-34 Table 226 Page 260 4.21: Camrl Campaign Likeability Based on Usual Braad Camel Capaign Raters Total NT NF ST SY INT ENT INF f1NF IST FST ISF ESF F10?P ISTJ .... NT..... ....NP ..... ....SP..... .._.SF..... C. Ofher Canc OYher Caua Other Cauc Other Sasple Base 29 5 7 11 6 3 1 6 5 6 4 2 5 3 3 2 7 0 6 5 6 0 Xeighted Base 9 1 2 4 1 0 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Sig Test Colwai Ref>Versus Lover Case 806 Upper 90% A S>ACDE CNBDE D>ABCE E>ABCD F>AG G>AF F>AI I>AH J>Alt lOAT L>AM M>AL N>AO O>AB P>AQ 4>AP R>A4 ShAR T>AU tAAT V>AW W>AV Liked it very mach 59 67 53 59 68 58 72 100 49 79 53 77 49 61 100 29 100 53 74 51 68 Liked it sceeahat 19 17 40 9 i8 42 . . 43 21 5 . 51 29 - 35 . 40 12 7 18 SVB-TOTAL 79 83 93 68 85 100 72 100 92 100 58 77 100 90 100 65 100 93 86 58 85 Neither liked nor disliked it 21 17 7 32 15 . 28 . 8 . 42 23 . 10 . 35 . 7 14 42 15 SOV L 4~~~~
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• 6-JON-1997 09:59 4.F: Usual Brand Based on Coapetiti®e CAMEL Raters- Samp1e Base Weighted Base Sig Test Co1umn Ref>Versas Loaer Case 80% Upper 90% VOIStFF:115 L[21:372-60 PJR 1017 STODY : FP2YQ.E SM0F3RLS AGm 25-34 Table 215 8age 243 Total AT . NF ST SF ri4P -F13T IItF --tNF IST EST ISF . ES8 E297 ISTJ .... Nl..... .... FF..... .... ST..... ..... F..._. Cax Other Cava Other Canc Other Catx Ot~,+r 57 13 11 19 14 2 1.1 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 94 21 28 24 21 1 21 8 20 14 10 u 10 4 6 20 1 25 3 16 7 19 2 A 8>P,ODE G>AF B)AZ DAH J>AR AAJ IJAM lAAL 27NW O>AN P>AQ 4>AP R>AS S>AR T>AU V>AT V>AW fnAV 100Z=+ OTHF3L F PRIOg : ~ L V L Ameriaan Spirit (2dfi Belair (2II4+My Belair (2A1) Belair (D) Benson t Hedges (2Af+M) Benson t Hedges (!m4) Besnson C. Hedges (b) Capri (1aS+M) Capri (NM) Capri (M) Carlton (2d.i+M) _ Carlton (?IlHy Carlton (M) Chester£ield (D9 Durhill (P) Eve (NM+M) - Eve (M EVe (M) Kent (HIQ) Rool R•A Lucky Strike (I4p Mar 0)A Merit (2AS+M) Merit (HM) Merit (M) Metro (NM+M) Metro (NM) Metro (M) More (2a5+29 More (2IIS) More (M) gSZL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . , . . . _ . . . . . _ . . . . . , , . . . . . . . . . _ . . . . . . . . 4 13 . a<. 3 . 14 . . . . 6 . • , 14 . . . , , 3 _ 4 13 - a<. 3 . 14 . . . . 6 14 . - - , , 3 . - 2 - • . 10 . . . • . . . 20 . . . . . . . . 11 . 2 . • . 10 . - . • . . . 20 . . _ • . , . . 11 . . . . . . . . . . - - , _ . . . . . , . . _ . . . . . . . . . . . . . . . . . . . . . . . . - ' - • • . • - - • - - . . . . . . . . . . . . . _ . . . . - , - . _ . . . . . . _ . . . . _ . . . - • - - . . . . . . . . . . . . . . _ . . ' - - • - - • • - - . . . . . . . . . . . _ _ 8 . 24 3 . . . . 34 6 • . . 54 13 . . 27 . 5 . . . 8 - 24 3 . . . . 34 6 . . • 54 13 . . 27 _ 5 . . . . . . • ' ' • - • • . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ~g~v~
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51689 7379 90'T0T 8Z'SOT TT'90T L0'£0T 00'SOT TZ'ZOT 00'S6 L0'ZOI 94'YOT 98'66 58'SOT Zi'90T S9'£OT 8T'£0T 99'9oT 96'L6 T9'T0T T9'9oT 66'4oT LL'£OT 96'ZOT LT'TOT 6'EOT ssc?Pafi PnYTodma3ui TE4'Z SLT'T Z6Z'T L69'0 Z00'O- 06S'T TOO'0- 559'T 499'0 OLT'£ 950'I 648'T T£T'T 958'0 TO£'T £S£'T fi8S'T ZLZ'T 560'T ZTL'0 T89'T Z49'T 665'0 202-73 P=pPUIR3S LE4'E 690'4 688'Z L09'Z Z00'0- 8Z0'S T00'0- 090'S >J Q >Q LZ9'T E84'4 986'Z 8Z5-9 44S'E 895'Z E99'E 90L'Z ~ ESZ'S 86L'T 960'4 ZOT'£ ZT6'4 TOZ'S EZS'9- UD?3Y?Aoa prePai'3S . 9T'TOT 66'£0T 8L'SOT 57'Z0T 00'SOT SO'T0T 00'S6 8V'ZOT £L'40T 68'66 LT'SOT 89'Z0T LZ'90T 06'ZOT Z8'EOT IL'S6 £6'TOT L8'YOT 9L'£OT L9'EOT S4'TOT £0'ZOT 9'ZOT aioDS aew T9 9T 7 SZ ' L£ OOT LE 6 99 0T 9Z ET EZ 6 76 ZII ' 8T 6T 9£ OY 8Z ae 69 98 96 SL OOT E9 ' £9 96 45- 06 YL 48 44 T6 9 85 00T Z8 i8 99 09 ZL S9 :aotss,am?a 3S £9'96 8L"ZOT OZ"90T OZ'TOT 00'LOT ?T'S0T 00'LOT LT'90T 8T'SOT 89'ZOT 0£'TOT 9Z'£OT 60'SOT LT'00T YT'40T 99'SOT OZ"90T 9Z"SOT ZS'£OT 9Z'EOT £Z'SOT OZ'90T 0'90T ueipayi pa3QTodzaluZ OZ8'E T£Z'T ZL9'0 ZT8'0 Z00'0- SL£'T Z00'0- SZS'0 86S'T 8T8'Z 8ZL'T ST8'T EL6'0 9ZZ'T 0SL'T ST9'0 ZS8'O 06S'T TSZ'T LL8'0 69Z'T 6LL'0 695'0 =o3~i P=EPuzS Z04'S S9Z'II 9S0"T 6E0'£ Z00'0- L9£'4 Z00'0- 858'Z 9T6'E S86'£ 888'D S9V'9 9L0'£ 8L9'£ 6Z9'9 OEZ'T SZ8'Z 8DZ'Z £89"9 TZ8'E OTZ'9 608'Z 49T'9 cmt"+Y'Naa P=pPuv'3S >Se >Y >r >7 >e >304 99'96 99"ZOT £L"90T 59"00T 00'LOT ZS'40T OO"LOT 50"SOT>e6Z'EOT 59'ZOT OL'TOT 85'ZOT 89'DOT TT'TOT 89"£OT 89'90T 9T'S0T 65"SOT 9T'Z0T>Y OS'ZOT- TD'40I LT'SOT 9'£OT a.zoos ¢eaK 6S SV - 67 ' - TE ' 8T Z9 65 £S T9 L £5 6E ' 8T - L4 9£ 8Z LT T£ ZB T9 SS 00T T5 OOT 69 00T Z8 85 90 LV 65 £6 LD T9 OOT Z8 001 ES 99 ZL ES 69 39 7L'00T L9"96 9S"00T 69"66 00"56 LZ'96 00'66 S£"66 96"56 Z9'96 T9'86 Z6'96 9£'ZOT ££"96 08"96 LZ"56 L4'66 SE"96 56"96 i9'66 LV'S6 T£'66 0L'L6 :uorscr~'ca Z23 aeTPegy pa-4eTod-,.14ux T90'T 998'0 580'Z I08'0 T00'0- 4£0'T I00'0- 596'0 £T0'T 9S0'T SLS'0 £49'i 956'0 566'0 £6Z'T ZZT'0 E96'0 LT£'0 T£8'0 9£8'0 096-0 668'0 959'0 .zo=3 p.zepsxe,4S £L9'T 000"E £99"4 866"Z T00"0- OLZ"E T00"0- >Y£"£ 089'Z D6b'T 9Z9'T 4ES'E LT0'£ 586'Z >L7 OZ9"£ £4Z"O £6T"E 8DD'0 80T'E V99'E 48T'E Z9Z'£ 8ZV'£ =?'4Y'tnaa P3YPUe1S 8G'00T 4L"96>PST'001 6L-86 00'S6 £9"L6 00"66 85"86 ZT'96 E9'96 OS'86>T94'S6>eL9'TOT 9D'L6 50"86 90"56 9L"86 8Z'96 LO'L6 TZ'66»p8T'L6 T9'86 66'L6 a3oa5 tmaS.i T7 88 9S 89 001 8L OOT 9S 16 00T £8 58 9E £8 ZL OOT 95 001 98 £9 08 LS ZL X8 6S ZT 94 Z£ ' ZZ ' 99 6 " LT ST 79 LT 8Z ' 99 ' 9T L£ OZ £4 8Z sa scr"r :uo a £S-TOT 0S'Z6 96'E6 ZL'S6 00'L6 09'96 00'46 Z6'I6 E£'Z6 OL'T0T 6£'Z6 S£'66 66'S6 £0'96 Z9'Z6 9T'S6 96'T6 9Z'96 Z8'Z6 a7'46 oT'E6 86"T6 ZL'£6 z z x5 ss¢ipayi Pa3QTodza3uZ pTS'9 965'T 66T'Z T00'T T00'0- T85'T T00-0- T£4'T ZT6'T T9L'T L59'T SL9'Z LZ4'T ZOZ"T 090'Z 989'T 899'T 065'T £95'T LS6'0 689'T £££'T Z99'0 =ou3 P=ePuv,4S 78£'9 LZS'S 8T6'9 9fiL'£ T00'0- 000'S T00'0- 8S6'II £89'9 067'Z OZT'9 Z55'9 4T5'f 909'£ 05b'S EL£'E 0L8'9 8DZ'Z LV8'S 6ST'V OY6"4 908'4 L66'4 uo?iQSAaa Pa-ew-3S ZL'T0T 9S'S6 48'II6 9L'S6 00'T6 Z9'S6 00'>6 ZT'46 OT'£6 ZL"TOT 90'46 68"L6 6L'96 ES'46 Of'S6 LL'46 60'46 6S'46 90'96 LV'S6 4T'S6 TT'46 0Z'S6 azoDs imayt TD 08 08 Z6 002 61. 00T ZS T6 94 08 9L 8L 96 9G 96 £8 00T LL 68 I8 £8 Z8 d8 69 OZ OZ 8 - TZ ' 8T 6 75 OZ 9Z ZZ 9 VZ 9 LT £Z 'CC 6T LT 8T rs Av,<A M`d<A S'd<A RK<i ZiY<S Stt<=I H'd<0 6Y<d tiY<O O§'<tI zvaz xrci rvoi w<r av<i rv<H .arrn 5a<j wwci merr<a 3aa+to 3aar<s e :notsxzawca T8L' s06 =ddn r08 as.o _--I sas3aA<3a'x ~lcJ 2SaS bts Z 6T L 9T £ SZ T 0Z 9 4 0T TT 0T IIT 0Z 8 TZ T TZ 9Z SZ TZ 46 asaS PaZTi6?'atl Z ZT 9 DT T OT T ZT 9 Z 8 9 0T 6 L 9 TT Z 9T 6T TT £T LS asrg aTdiaeS =wtt30 =20 mK70 =Y'J AY30 --muaJ zQq40 xQJ .....yS .... .....~.... .....11..-- rasi 35x SS3 ssz aN3 acu StSi ztiZ as zs .~I TYsez 9£Z a6fd 8oz aTR¢S OE-SZ a3aY SeLmwm 3TYFII3 : JCOOSS goISYSltm35 YLRI o9-ZLE:I£Ia STT=33YIOA s.ri3elI T.WYJ -4?'yad®o0 uo PaspB T--a : aaa~a3rs P~sa Tvnsn-uoti :a_as-a 6S=60 466T-HAL'-9
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6-JON-1997 09:59 VOIREF:115 DI2I:372-60 R7R SEGME2PfATION STUDY : FIIdItiLE SMORERS A(ED 25-34 Table 220 Page 254 4.2, 3: Lifetype Groupinqs : Temperraments (Keirsey) Based aei Coapetitive CAt4EL Raters Total NT NP ST SF INf FNT INF F27F SST FST ISP ESF £XFP iSTJ .... NT..... .... 30?..... .... ST..... .... Canc Other Cauc OGher Casx OYher Cavc Other Saaple Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Siq Test Col=m Ref>Verseu Lo.ner Case 80% Dpper 908 A WACDE C>ABDE D>FSBCE FJABCD F>AG GQAF FDAI DAH J>AK A7A7 N>AO 0>AN P>AQ ON1F R>AS S>AR T>AV tAAT V>AW W>AV SJ 25 . . a<37 68 . . . . 46 26 91 _ 100 . . . . 33 47 74 . SP 23 . . FK63 32 . . . . 54 74 9 58 _ - 67 53 26 100 23 100 . Ac_ . 100 100 . . . . . . . . 100 100 . . . . . . 30 . 100 Ac. . . . 100 100 . . . . 100 . . . 100 100 . 66EL 589TS
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6-JON-1997 09:59 - VOSFEF:115 DRI:372-60 RJR SE24ENTATIOt STUDY.: MATE SMOMERS At£D 25-34 Table 215 Page 247 Q.F: Usual Brand Based oa Caapetitive CADEL Raters Total NT NF ST SF IIiT p1iT INF F1iF IST - EST ISF FSF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... - Cauc Other Canc Other Cavo Other Cauc OthRw Sam(a1e Base 57 13 11 19 14 2 u 0 7 9 10 6 8 2 6 12 1 10 1 14 5 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Column Fet7Verseis Lower Case 808 IIpper 908 B>ACDE pA8s4: IISABCE bABCD £>AG GQAF FDAI DAH J>AR AAJ IJ/1M NDAL NNW O>AN P>AQ 4>AP FVAS S>AR T>Atf IIhAT V>]W X>AV Monarch (2a0 aM%a rch 00 Moatclair (Ntl) Players (Ye Pyramid 00 Raleigh Extra (NMy Style (2&S) Viceroy (W Grneric/Private Label (lIIQ+M) . . . . . . . . . . . . . . . . . . . . . . . Generic/Private Label (2Ap Generic/Private Label 01) Other Savings (NM+M) Other Savings (M Other Savings 00 ' ' • ' - - ' . - . . . . . . . . . . FVLL PRICE or SAVINGS_ Full Price 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Savings NON-ME27TI-IOL or MENTHOL: Non-Meathol 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Menthol STRENGTH= Full Flavor 30 39 13 32 41 28 39 23 9 38 25 43 39 46 54 41 . 14 . 38 20 39 59 Low Tar/Lights 64 55 70 68 59 72 55 77 67 62 75 57 61 54 46 59 . 67 100 62 80 61 41 Ultra Low Tar/Lights 5 . 17 A<. 24 - . . . . . . . 19 Not stated 1 6 . . . . 6 . . . . . . . . . 100 . . . . . . LEl7GfH. 85mm, 73 50 74 79 88 100 48 35 89 73 87 78 100 46 41 53 . 71 100 88 60 87 100 100- 25 44 26 21 9 . 46 65 11 27 13 17 . 54 59 47 . 29 _ 12 40 10 . 120MML 1 . . . 3 . . . . . . 6 . . . . . . . . . 3 . Not stated 1 6 . . . . 6 100 . . . . . . TOTAL FULL PRICE 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 F8 NON-N~TfiOL 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 F'P NM FULL FIAVOR 30 39 13 32 41 28 39 23 9 38 25 43 39 46 54 41 . 14 . 38 20 39 59 85 21 22 6 29 32 28 22 . 9 32 25 26 39 46 41 23 . 7 . 33 20 30 59 • • Z6£L 589TS
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6-JOR-1997 09:59~ - a0LRE8:115 DR1:372-60 RJR SEQ4E'diTAT2ON STUDY : lFMALE SMO1KEi.S A® 25-34 Table 231 Bage 265 Q.22, 23: Camel Camtaaign AdSAM : FSootion Groups . Based on Vsnal Brand Camel Campaign Ad3AM Baters Total laT 27F - ST SF 1FT IIiT IIPF EaPF IST 2SST iS£ SSP E!Q'P ISTJ .... liT..... .... 1PF..... .... ST..... .... SF..... Cano Other Cana Other Cauc Other Cavc Other Sample Base 22 1 7 8 6 0 1 6 5 3 4 2 5 3 1 0 7 0 5 3 6 0 Weighted Base 6 0 2 2 1 0 0 2 1 2 1 0 2 1 0 0 2 0 1 1 1 0 Sig Test Colvain Ref>Perssss Iawer Case 80% IIpper 90% A B>ACDE C7ABDE D>ABCE FJABCD F>AG ©AF fi>AI 1>AH J>AlC AAJ L>AM 20~AL N>AB O>AH P>AQ Q>AP R>AS S>AR T>ALT tAAT V>Afl V-SAQ Doa't Bother Me 3 . . . 7 . . . . 18 . . . . 30 . . 14 . . Take it or Leave it 23 . . 57 . . . . . 90 . . . . . . 42 70 . I Like it...So What 10 . 27 . . . . 29 . . . . 11 . . 27 . . . Brings me Down 3 . . 8 . . . . 21 . . . . 35 . . 17 . . Zapressionable 25 100 26 14 32 100 . 28 21 10 50 . 35 35 100 26 14 15 32 Getting Xarm 10 . . . 53 . . . . . 27 100 . . . . . . 53 2'm Disgusted . . . . . . . . . . . . . . . . . . . Product Dissoziance . . Snterested a Excited 26 . . 47 . 14 . 15 . . . 100 . 43 . 39 . . . 23 . . - 54 . . 47 14 15 15 OztL 589T5
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ol ol Ln Ln in r- N 0 -0 00 N 0 o 0 m Ln to . . . U) . 10 10 ol ol . . 0 0 0 0 . . . . . . . 00 Ln in v in m W in . . . . . . . . . . . . . . . . . . . . w v I . !S 10 Ln in . . . 0 H 0$ . . . . . . . . . . . . . . . 0 . . 0 . 0 0 0 . . CO ~4 0 N . . . . . . . . . . . . . . . . 0 0 H f-V in OD 0 M H N N H N H 1 !S 40A
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• • • 6-JOH-1997 09 59- : V0I12EF:115 DR1:372-60 R7R SEGbM ' . PAT10H S7T7DY : FFSAIE SMOIMRS AGE9 25-34 Table 229 Page 263 0.23: Camel Caagaign AdSAM : Arousal . . . . Based on vsnal Brand Camel Campaiga Ad.4AM Faters Total NT FF ST SF Zt7T P1iT INF l27F IST EST ZSF SSF F27FP ISTJ .... IPI..... .... PP..... .... ST..... ....SF..... canc Other ca,x otner cane otaer ca= orhe= Samp7.e Base 22 1 7 8 6 1 0 1 6 5 3 4 2 5 3 1 0 7 0 5. 3 6 0 Neighted Base 6, 0 2 2 1 0 0 0 2 1 2 1 0 2 1 0 0 2 0 1 1 1 0 Siq Test COIsmn Pef>versss Zover Case 806 Opper 90% A B>ACDE C>ABDE D>AFSOE FJAHCD F>AG AAF FDAZ I>AH J>AK K>A7 L>AM 19AL MAO O>AH Y>AQ Q>AP IUAS S>AR T>AII II>AT V>AiT K>AV 9 F'r*•+emely iatmse 10 . 26 . . . 100 20 . . . . 25 . . 26 . . . 8 11 . 22 7 . . . 23 18 . . . 29 . . 22 14 . . 7 6 . . 8 15 . . . 21 . 23 . . . . . . 15 15 5 38 100 26 22 85 100 . 28 43 10 77 100 35 70 100 26 30 15 85 . . . . . . ' - . . . . . . . . . 3 . 25 . 27 37 . . . 29 . 58 . . 11 . . 27 . 70 2 1 Almost asleep 11 . . 27 . . . . 18 31 . . . 30 . . 56 . . Mean Score 4.89 5.00 AD<6.14 A<3_55 dG5.29 5.00 9.00 a<5.93 5.23 2.58 5.45 5.00 AG6.64 3.81 5.00 A<6.14 a<3.17 3.89 5.29 Standard Deviation 2.342 0.000 2.413 2.127 0.706 0.000 0.000 2.366 2.304 1.220 0.836 0.000 2.090 1.831 0.000 2.413 2.618 1.476 0.706 Sta*+da*-d Error 0.499 0.000 0.912 0.752 0.288 0.000 0.000 0.966 1.030 0.704 0.418 0.000 0.935 1.057 0.000 0.9 12 1.171 0.852 0.288 Box 789 26 . 47 14 15 . 100 43 39 . 23 . 54 . . 47 - 14 15 15 Box 456 38 100 26 22 85 100 . 28 43 10 77 100 35 70 100 26 30 15 85 Box 123 36 . 27 64 . . . 29 18 90 . . 11 30 . 27 56 70 . 80t,L 589~5
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6-JVN-1997 09:59 VOLRFF:115 I%tI:372-60 RJR SEME7TATION STODY : FEZALE SMO14ZtS AGED 25-34 Table 195 paR Z20 0-30: Cigarette Issues Agreemrat Ratings : Sottem-2 Box Based on Menthol Smokers saa¢fle Base Weighted Base Sig Test Columa Ref>versus Lower Case 808 Vpper 90% Restrictions against smoking are fair to both smokers and non-smoker I believe that second-hand tobacco smoke is dangerous to a non-smoker's health If I have a choice, I always try to avoid pnblic places where smoking is restricted I usually don't smoke at home I*aould be interested in finding a cigarette that would be less offeasive to others Before I light a cigarette now, I am more likely to ask others if they mind if I smoke I only smoke in certain rooms of my home Smoking a cigarette can make me feel more comfortable around other people Whether or not I smoke is my decision and no one else's Smoking often leaves aa unpleasant taste in my mouth Smoking a cigarette around others gives me something to do when others are talking Smoking restrictions have gone too far I try to avoid social situations where smoking is discouraged I take certain steps to acccomodate non-smokers, as long as it doesn't inconvr.n.ience me I would probably switch to a lower tar cigarette that would deliver on taste and satisfaction If I'a ia a groap I won't be the first to start smoking I enjoy smoking The rights and wishes of nom-saokers should come before the rights and wishes of smdcers I enjoy a cigarette when I'm just relasing I really want to cut down on tar and nicotine in my smoking Smoking often makes my clothes and hair smell bad Total NT HF ST SF ISP ESF ENP4 ISTJ .... liT..... .... RF..... .... ST..... ....SF...__ 129 25 68 10 30 17 55 29 19 11 12 5 13 5 12 6 18 11 29 16 26 13 4 4 15 8 14 9 23 14 Catc 12 5 Other 13 5 Canc 17 13 Other 13 5 Cauc 27 18 Other 28 11 Cauc 10 6 Other 9 5 A B>AC9E C>ABtE D>ABCE E>ABCD E7AG ©AF FDAI I>Aii J>A1C IOAJ IJAM Y9AL N>AO O>AN P>AQ 0>AF R>AS S>AR T>AII 0>AT V>AW W?AV 34 28 AbD<47 28 33 16 41 42 a<50 32 aG24 39 30 52 36 25 31 A<56 23 30 26 30 37 13 cE<15 A<4 ACEQ3 A<_ - 33 . a<5 AR<32 11 . . 7 A<37 31 A<1 10 A<28 14 26 C<23 A<4 ABCe<41 C<25 13 35 4 A<4 A<43 a<40 . 36 5 A<47 16 31 A<3 5 AO<51 25 37 12 54 a<41 ABd<67 49 55 15 71 62 a<'10 aK<64 A<31 25 70 72 a<67 30 53 a<69 61 44 58 63 49 22 cE<29 A<12 ACE<33 A<4 23 37 7 16 AK<48 16 . 6 20 A<52 19 40 A<8 24 Au<39 23 . 9 20 16 13 AceQ7 14 . 35 5 17 AR<39 12 25 8 21 A<43 11 22 14 10 a<30 21 11 16 33 e<32 aE<4_4 E<34 A<14 24 41 22 A<56 aFK43 a<22 21 54 a<47 11 54 46 38 32 37 28 . 32 40 26 32 33 30 50 34 22 A%<45 A<16 23 37 15 A<50 20 60 22 37 23 AT<47 53 11 11 11 a<5 aC<16 7 . 23 8 a<4 a<20 11 23 . 5 A<23 . 22 A<3 10 AO<23 a<4 14 . 15 C<23 A<4 C<18 15 . 50 3 A<5 AiK27 A<6 . 22 6 A<31 11 36 A<4 4 ASK28 A<. 21 9 35 aCe<47 A<23 aC<42 27 39 56 20 24 44 39 23 28 18 43 25 70 aQ2 24 42 42 44 9 23 ceQ7 AQ3 ACE<32 A<11 1 57 27 A<5 a<35 29 23 5 5 A<38 8 47 A<10 18 Av<39 _ 20 21 29 c<33 A<16 C<34 c<32 25 42 12 18 29 a<41 47 25 11 31 33 33 A<13 25 AU<44 a<18 40 25 14 c<17 aC<20 13 36 12 A<1 Ak<26 12 . 19 1 A<29 8 26 7 . 16 a<25 26 . 19 ACDE<42 14 17 14 33 52 30 A<6 19 . 14 20 8 20 46 37 a<9 27 A<9 aT<30 19 9 33 40 32 34 22 30 51 3 a<48 37 30 33 62 36 25 55 37 21 28 at<45 33 12 16 aCE<28 AG5 ACEC22 A<4 20 36 a<8 aC24 19 6 10 22 11 45 a<7 . AII<35 A<. . 9 37 28 42 40 27 60 50 38 ak<48 29 40 36 A<53 25 31 46 32 39 41 51 3 _ 10 e<17 a<5 12 8 . 36 . 8 AK<22 A<. 11 10 AC25 17 17 7 - aV<19 A<. 7 9 22 20 19 25 21 . 42 6 26 aK<34 15 31 34 32 9 31 26 . 30 16 25 18. 14 cE<17 A<5 ACg<23 A<1 . 36 . 8 A<28 16 2 10 a<26 3 31 7 . AC28 14 . 3 ~ 9 9-C L 6 89IS ~ •
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' e 281 bl 2 5 6-JU1P-1997 09:59 :115 DStI:372-60 RJR SEQME27TATIOH STUDY :24= SlAOPQRS M= 25-34 vOIItEH Ta e 1 Pag 4.F: Usual Brand Based on Competitive CAPEL Raters Total NT N8 ST SF IlPP ENT IIa' P1QF IST EST ISF FSF P1iFP ISTJ .... FT..... .... PF..... .... ST..... ....SF---.. 8amp1e Base 57 13 1.1 19 14 2 11 4 7 9 10 6 8 2 6 Caix Other 12 1 Canc Other 10 1 Canc Otha 14 5 Cavc Other 12 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Siq Test Col~ Ref>Versus Lower Case 80s Upper 90% FUSS. BItICE: iAR7.BORO (2Af+Li) A 78 B>ACDE 81 C>ABDE 74 D>ABGB 80 FJABCD £>AG 79 . G>AF 84 FDAS 94 I>AH 66 J>AK 89 AAJ 67 IJAM 94 DDAL 63 2aAO 46 O>AN 75 P>AQ 4>AY 80 100 R>AS S>AR 71 100 T>AU U>AT 74 93 V>AW 87AV 81 59 MARLBORO (la!) 78 81 74 80 79 • 84 94 66 89 67 94 63 46 75 80 100 71 100 74 93 81 59 flall Flavor 25 34 13 20 39 _ 35 23 9 26 10 43 35 46 29 36 . 14 • 22 13 37 59 85= 17 17 6 20 30 - 18 . 9 26 10 26 35 46 29 18 . 7 . 22 13 27 59 100mm+ 8 17 7 A<. 9 . 18 23 . . . 17 18 . 7 10 . Low Tar/Lights 52 41 61 60 41 . 42 71 57 62 57 52 28 . 46 43 . 56 100 52 80 44 . 85= 39 13 50 48 41 _ 14 35 57 41 57 52 28 . • 14 • 45 100 52 40 44 . 100nm+ 12 27 10 12 . - 28 36 . 21 . . . . 46 29 . 12 • - 40 . . )4ARLBORO MENTHOL Full Flavor 85= 100mm+ Low Tar/Lights 85mm 100as+ CfiMEi. (2ai+3Q) (SAMES. (tIId) Full Flavor 85= 100a+ Low Tar/Lights 85mm 100-+ Utltra Low Tar/Lights 85im 100ZM+ cAMEL i4Q7TaOL Full Flavor 85mm lOOmm+ Low Tar/Lights 85m 100mm+ 98EL 689:S . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - - - •
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6-JON-1997 09:59 Table 232 Page 26:6 VOLREF:115 DRZ:372-60 RJR SE(HDI'PATZq7 STUDY : FP29tLE SMOKER.4 A® 25-34 0.21: Came1 Campaicyi Likeability Based a Camel Ccmpetitive Campnign Raters Total NT NF ST SF IliT E27T ZNF FAF SST EST SSF ESF F2tFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Ca= Other Cana Other Canc Ot2xr Cauc Other Sample Base as 11 13 13 11 1 10 10 6 7 2 9 6 5 8 3 12 1 9 4 10 1 Weighted Base 83 17 31 16 18 1 17 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Colunn Raf3Versus Lower Case 80% Vpper 90% A B>AmE C>ABDE D>ABCE E>ABm F>AG 6>AF FDAi I>AH .T>AR lOAJ L>AZf ADAL N>AO O>AN P>AQ Q>AP R>AS S >AR TNdT U>AT V>AW i7>AV Liked it very much 42 65 28 51 38 100 64 35 27 57 45 39 37 11 87 67 56 31 . 23 97 40 . Liked it soe~hat 39 24 60 26 29 . 25 65 59 40 li . 39 59 8 20 aa 56 100 39 3 31 . SOB-TOTAL 81 89 88 77 67 100 89 100 85 97 56 39 76 70 95 87 100 87 100 62 100 71 . Neither liked nor disliked it 16 11 12 23 22 . 11 . 15 3 44 61 9 30 5 13 . 13 . 38 . 17 100 Disliked it very much 2 . . - 11 15 . . . . . . . . 12 SUB-TOTAL 2 11 . . . . . . . . 15 . . . . . . . . 12 ; ~~iL 589TS
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6-J027-1997 09:59 VOLREF:115 D+Z:372-60 R.7R SEG4ENTATION STUDY : Ff23ALE SDASMI2S AtE6 25-34 Table 222 Page 256 Q.2, 3: Lifetype Proupings : Jvnqian Types Based on Coupetitive CJafl~'S Raters . Total NT NF ST SF INT ENT INF PNF IST EST ZSF ESF P2aP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... SaaP1e Base 57 13 11 19 14 2 11 d 7 9 10 6 8 2 6 Cana 12 Other 1 Ch= 10 Other 1 Cauc 14 Other 5 Cavc 12 Other 2 Neighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test ColvM Ref>Versus Lower Case 808 Upper 908 A 8>ACDE C>ABDE D>ABCE E>ABCD FNG G>AF IflAI IMH J>AK lAAJ 1JAM bDAL N7A0 O>AA P>AQ Q>AP R>AS S7AR T>AU U>AT V>AW W>AV ISJ (S Dom) 17 . . 27 47 . . . . 46 - 91 . . 100 21 40 52 - ESP (S Dos) 14 . - A<31 28 . . . . . 74 - 58 . . . . . . 21 53 26 41 1W (H Dow 3 2 7 . . 72 . 23 . . . . - . . 3 . 7 . - . . • EHP (N Dcm} 26 97 14 A<. . . 100 . 19 . . . . 100 . 96 100 15 . . - . - ITP (T Dom) ETJ (T Dom) 8 1 3 . . . A<32 a<11 . . 28 . . . - 54 . 26 1 - . . . 46 12 7 . . IFP (F Dom) 8 . 23 A<. 5 . . 77 9 25 . . . . 59 EFJ (F Dom) 21 - 57 A<. 20 . . . 81 - - - 42 52 100 . - 22 . ?@tL 689tis
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6-JIYN-1997 09:59 VOLREP':115 DRZ:372-60 R7R SEGMENTATION STWY : Ff191LE SMO2Q'SiS A® 25-34 e 2f T 230 Pa 4 b1 , a e 9 4-24: Came1 Caapaign AdSAM : Dominance Based on Usual Brand Camel Campaicyi AdSAM Raters Total riT 1¢F ST SF giT flPr ZIiF P2Rr ZST EST SSF PxF FNFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Cauc Other Ca+x Other Cauo Other Canc Other Samp1e Base 22 1 7 8 6 1 0 1 6 5 3 4 2 5 3 1 0 7 5 3 6 0 Weighted Base . 6 0 2 2 1 0 0 0 2 1 2 1 0 2 1 0 0 2 1 1 1 0 Siq Test Column Ref>Versus Lo.er Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>AS® F>AG G>AF FD.AZ I>AH J>AR R>AJ L>AM ADAL N>AO O>AN P>AQ Q>AP R>AS S>AFt T>AU t7>AT V>AA W>AV I Controlled, not in charge 3 15 23 15 2 . . . . . . . . . . - - ' - - ' . . . 3 28 . 19 51 . . . 20 40 58 . . 25 65 . 19 14 85 . 4 5 29 100 7 33 53 100 . 8 18 42 55 49 10 . 100 7 69 . 53 6 7 9 . 9 8 15 . . 9 21 . 23 . 11 . . 9 _ 15 15 8 . . . . . . . . . . . . . . _ . . . . 9 In charge, in control 31 . 66 8 18 . 100 63 21 . . 51 54 35 _ 66 17 . 18 Mean Score 5.76 5.00 ADC7.43 A<4.44 5.42 5.00 9.00 A<7_30 5.49 3.83 4.55 7.02 6_89 5.10 5.00 A<7.43 5.3 8 3.59 5.42 Standard Deviation 2.512 0.000 2.388 1.819 2.366 0.000 0.000 2.436 2.369 0.986 2.076 2.000 2.551 2.863 0.000 2.388 1.749 1.423 2.366 Standard Error 0.536 0.000 0.902 0.643 0.966 0.000 0.000 0_994 1.059 0_569 1.038 1.414 1_141 1.653 0.000 0.9 02 0.782 0.822 0.966 Box 123 31 . 19 51 15 _ . 20 40 58 23 - 25 65 . 19 14 85 15 Box 456 29 100 7 33 53 100 . 8 18 42 55 49 10 . 100 7 69 . 53 Box 789 40 . 74 16 32 . 100 72 43 - 23 51 65 35 . 74 17 15 32 ~~~w~ 6OtL
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• S 00'9£ 9L'6Z Lp'9Z Z0'I£ 00'SZ S0'LZ 89'6Z 99'LZ £6"SZ 80"8Z TZ'0£ 9T'6Z OS'££ 69'8Z >ftl 99'9Z T£'OE 80'8Z 00"t£ LT"0£ £8'0£ 08'9Z £Z'8Z ST'8Z aeipayy pa3fTOCIawl 00'9£ 9£'6Z TZ'6Z 06'0£>700'SZ ZT'8Z £9'6Z ST'8Z T9"9Z>e6S"8Z T8'6Z 8Z'6Z 60'Z£ 9p"8Z 8Z'LZ>tlSS'0£ Z£'8Z 00"T£ L9"6Z 9Z'0£>oqv£8'LZ>p 09'8Z £8'8Z aby c-4i OOT 00T 002 002 OOT 001 00T 001 00T 001 OOT 00T 002 001 00T 00T 00T 00T 00I 00T 00T 00T 00T 9£-SZ =~h3 0pT OOT 00T 00T 00T 00T 00T 00T OOT 00T 00T 00T 00T 00T 001 00T 00T 00T 00T 00T 00T OOT 00T :aTQM QITWMM3 00'9£ 9L"6Z L9"9Z Z0'T£ 00'SZ SO'LZ 89'6Z 99'LZ £6'SZ 80'8Z TZ'0£ 9T'6Z 0S'££ 69'8Z >PY 99'9Z T£'0£ 80'8Z 00'T£ LT'0£ £8'0E 08'9Z £Z'8Z ST'8Z nv?paAi paSeTod.za3ul 00'p£ 9£'6Z TZ'6Z 06'0£>Y00'SZ ZT'8Z £9'6Z SI'8Z I9"9Z>Y6S"8Z T8'6Z 8Z"6Z 60'Z£ 99'8Z 8Z'LZ>'0SS'0£ Z£'8Z 00'TE L9'6Z 9Z"0£>J4Q£8'LAII Op'8Z £8'8Z abtL ueaK 001 00T 00T 00T 00T 00T 00I 001 00T 00T 00T 00T 00T 00T 00T 001 OOT OOT 00T 00T 00I OOT 00T 9£-sZ eYtX lfQUa XtlGfl 11Y<b wKS SYQi dY<0 0Y<d t7rK0 OYQi RKGI YM<'I fYGY YY<P H'd<I ItiQ3 dYt9 V{ld 2)flYQ 308.5KQ 30at'0 300'YGH Y 806 -ddA i0$ asw'J xOAOZ sasrQp<ag ~IoO '4saS 6tS T LT 9 0T £ 8Z £ 9T S £T 9T S 8 8 9Z s LT T 8T 9T T£ LT £8 nQfi Pa3R5--,M T 0T 9 6 I ZI £ 8 S 9 6 z L 9 OT £ 0I T TT £T ET TT 89 aspH Otdzes zaAO -VD mwYiO me'0 2st30 onQJ =.q30 onvo •..... w .... ..... " .... ..... SDt.... tSSI d3tB d~[i 38I SS ati T1: tQSOS 89Z Awa 9£Z St4QS 9£-SZ 09rrit SimtOWB 3Mii3 = 7CQOSS NoI^'*--e?'m ?ICd 09-ZL£:Iw STT~ddiPSOA -4v$ U6?a3ac, anri*r}ad-J 'Crmmo UO PasaH spua`J u?%n,uA aby •zapw0 'aby : sotqde=bowq 6S:60 L66I-NOC-9
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0 6-JON-1997 09:59 • W7i0;F:115 DR1:372-60 R7R SEQ4MPATIOR STtlDY : FFSALE SMOIQIiS AGED 25-34 • Table 235 Page 277 Q-F: IIsual SranB . - Based on Camel Caopetitive Ceqaign Raters Total PT NY ST SF IIiT IIiT . INF F1VF IST EST ISF ESF F2g4 ISTJ .... 1Pf..... .... NF..... .... ST..... .... SF..... Sample Base 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 Cava Other 8 3 Cane Other 12 1 Cavc Other 9 4 Catic Other 10 1 Xeighted Base -- 83 17 31 16 i8 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Coluan BtflVersos Lover Case 80% Upper 90! A B>ACD'E bABaE D>ABCS FJABm F>AG G>AF M.AI I>AH J>AK 1DAT IJAM ?DAL 27>A0 O>AN P>AQ Q>AP R>AS S>AR T>AO U>AT V>Ati TdX~AV 100+ SAV M IILTRA LOW TAR/LIGEiTS 85 100+ ZZ;~L GO967
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• • • 6-JVH-1997 09:59 dOLRF.E':115 DRI:372-60 R7R SEQ4rtiTATION STUDY : E12ALE SMOlO*RS AGED 25-34 Table 233 Page 267 0.25: Camel Campaign Adjective Checklist Based on Camel Cwpetitive Casqaieys Raters Total NF ST SST EST ISF FSF F27FP ISTJ .... NT..... .... Nt..... .... ST..... .... SF..... Saaple Sase 48 11 13 13 12. 1 10 3 10 6 7 2 9 6 5 Cassc 8 Other 3 Cauc 12 Other 1 Cauc 9 Other 4 Cavo 10 Other 1 i7eighted Base 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Column Ref>Vezsus . Lower Case 80! Upper 90% A B>AODE OABDE D>A80E E>ABCD F>AG ©AF H>AI I>AH J>4K tOAJ 7JAM 2DAL N>AO O>AN P>AQ 0>AP R>AS S> AR T>AII II>AT V>ASt ii>AV Phterta:m;++g 85 99 75 81 92 100 99 100 70 62 100 100 89 62 95 100 96 83 . 69 100 98 Conservative 1 3 . . . . 4 . . . . 2 . . Social 55 67 59 25 63 . 69 90 53 40 9 100 50 27 9 71 48 55 100 38 3 67 . Innovative 9 21 20 4 . 22 . . 2 37 . 5 . 4 26 . . . 29 4 4 . Spontaneous 31 45 39 28 10 100 43 35 39 2 54 . 13 . 4 54 . 43 . 14 50 10 . fiaalest 6 14 6 1 4 100 11 35 . 3 . . 5 . 4 16 . 7 . 2 . 4 . tiemorable 16 42 34 4 . 44 . . 24 44 . 5 . 37 51 . . . 55 . 4 . Ezciting 30 58 8 35 37 100 57 35 2 22 48 39 36 5 33 61 44 9 . 23 53 39 Caring * 1 1 1 . . 3 . 4 4 . . 2 . Original 35 38 35 37 31 . 39 35 35 24 50 39 29 11 37 45 . 28 100 60 _ 34 . In poor taste 6 . 3 23 . . . . . 6 . 31 5 . 25 . Htm 49 63 32 61 52 100 62 35 31 62 60 100 36 5 95 67 44 35 . 42 92 56 . Believable 11 24 9 12 100 22 - 11 22 22 33 29 . 10 . 18 . . . Involving 3 . 17 35 46 Clever 29 36 21 46 21 . 37 35 19 5 87 . 29 16 8 33 52 24 . 43 49 23 . Not relevant to me 10 . 12 18 7 . . . 15 2 34 . 9 30 4 . . 13 . 29 . . 100 sensi*ive 2 . 6 35 . . . . 7 Imaginative 48 74 45 55 23 76 100 34 24 85 39 18 11 37 78 52 50 . 60 46 25 Intimidating 2 . 11 . _ - . 15 12 Free spirited 32 31 35 39 22 100 29 35 35 24 54 . 30 5 37 29 44 28 100 33 49 24 . Convincing 10 14 19 15 100 11 - . 3 35 . 20 - 4 16 . . . 2 46 16 _ Like me 19 14 15 32 21 100 11 35 11 57 6 _ 29 _ 87 16 . 16 . 23 47 23 . Trustworthy 5 11 13 11 . . 25 - 38 13 . . . 20 . . . H+.morous 52 78 28 55 67 _ 81 100 14 22 88 100 56 6 33 83 52 31 . 58 49 72 Friendly 47 38 44 58 52 . 39 90 35 66 50 100 36 27 100 45 . 39 100 37 92 56 Shallow 4 7 11 8 . . . . . 15 . . . 44 . . . . 12 . ZTt,L 683T-
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6L'T0T D£'00T ZZ'90T 0T'00T LZ'SOT SL'0QT LZ'ZOT 8L'L6 95'66 S6'TOT LT'ZOT 8E"T0T 05-OOT 00'86 Z6'SQT S0"66 6L'TOT OZ'ZOT OT'OOT LO'40T T'ZOT 8TL'T ££I'T Z6L'0 T£S'T £Z4'Z £ZS'T LZT'£ 06L'T Z8T'£ TS6 T 9££'0 £L4'Z 90L'T T00'0- T06'T TZS"T 8TC T LE8'0 T£S'T 906"T OTL'0 60Z'4 EES'Z 0a6'T 050'9 9Z9'E L£9'Z 9T4'S Z00"9 005'9 Z06'£ IIZ8"0 TES'S 6LT'P T00'0- 889"Z SE9'Z 60Z'9 SLL'Z 0S0"D LSZ'b SZ8"E >OF 89"00T SO'TOT ST'D0T 4S'66>QZ9'90I £S'00T 90'ZOT 09'86>e SS'66 0£'TOT 8£'ZOT 9Z•TOT 99'66 00'86 E£"90T SS'66 89'OOT ZT'Z0T>- 9S'66>Y £9'£0T» S'TOT Z£ ST L9 ST SE S£ YS 6D £Z ' £4 £Y 0OT ' 99 Z£ 0T L9 9Z SZ 89 S8 00T ES Z8 59 99 97 TS LL 00T LS LS " 001 6£ 89 06 ES FL SL £S'i0T LT'ZOT TO'S0T 0£'D0T 88'D0T 40'90T 85'SOT II6'£OT 00'EOT TL'TOT LZ"ZOT 08'E0T EZ'70T OO'LOT 96'SOT T0"E0T £8"TOT 68'ZOT 0£"40T SL'SQT £'EOT 0TT'T 88L'0 S59'T 549'T V88'T 6T9'I LS0'T 8S8'T T00"0- 899'T STO'T 009'T L6S•T Z00'0- OS6"O 966'T 0TT'T 9E8"0 5tr9'T Z6Z'T Z09•0 6TL'Z £9L'T 4S0'4 ZZ8'E 599'Z 908'Z 0£8'T 9ST"II Z00'0- 96Z'£ 984'Z 8LS'E ET6'£ Z00'Q- 94E'T 9S4"E 6TL'Z DLL'Z ZZ8"£ 688'Z £IIZ"£ LT'Z0T I0'E0T £E'£0T SL'90T LG'SOT 68'£0T T8•S0T 66"£0T 00'£OT TL"T0I 80'£OT 6Z'EOT 85"DOT 00"LOT LT'90T 96'ZOT LT'ZOT ZT'£OT SL'90T 88"40T L'EOT L9 L 9Z 9Z 8T 6Z ' S£ ' ZL IT TZ 8Z - ' 8S LD 9T 9Z EZ ZZ ES E6 9L 9L Z8 TL 00T S9 00T 8Z 68 6L ZL 00T 00T Z4 ES 98 DL LL 8L 8L'00T T0•66 99"56 L8'S6 Z8'86 88'96 8£'S6 86'II6 94"V0T 8£'00T DS'L6 66'S6 95'S6 QO'T0I SE'L6 S9'L6 8L'OOT 68'L6 L8"56 06'96 ZL'L6 L0E'T TLL'T 400'T ZLZ•T ST9'T 00L'0 SLZ'0 -Z9S•T SL>'Z Z06'0 E9Z'T OSS'T 08Z'T T00'0- 9TE'0 85L'T LO£"T 696'0 ZLZ'T 8L8'0 £L9'0 Z0Z'£ 06Z'E 099'Z D9£'£ 98Z'Z £TZ'T 9L9'0 E69'E 005'E £08'T 960'£ L9D'E S£T'E I00'Q- L44'0 940'E ZOZ'£ 9TZ'£ D9£"E 996'T LZ9'£ >rt • ' ' ' ' >6)SY T0T 60 E8 66 48 96 S9 S6>Y90 86 LL'96 SE'S6 0E"56>Y 9C'40T 8£'OOT 9S'86 64•L6 9Z'S6>700'TOT 8Z'L6 OL'L6 £8•I0T Z£'86» S9'S6>7 S9'L6 S6'L6 L9 98 98 9L Z8 00T OOT SL ' ZL 98 6L 08 ' 00T = LL L4 58 4L T6 SL ES 9T DT 9Z 8T SZ QOT 8Z VT TZ OZ 00T ' £Z £S ST 9Z 6 ZZ 99'96 T8'D6 £E'86 L9'I6 88'66 9T'96 ZL'46 9L'T6 T6'L6 0L'96 ZZ'86 Z8'E6 69'T6 00'T6 Z9'00T 6£'f6 99'96 S9'L6 L9'T6 SS'66 ST'S6 T96'Z ' E8Z'Z SST'Z ' £68'T 988'I 0L0'Z L04'T SL9'Z 6a6'4 889•£ LST'Z T£0'T OOT'Z T00'0- L9Z'T LT0'Z T96'Z L9S'T £68'I S8L"T 890•T £SZ L SOT S 6LZ'S 800•S 599 z S8S'E 9£D'Z tE5'S 000'L 9L£'L 9S£•S 90£'Z 99T'S T00'0- Z6L'T E64'E ESZ'L 96T'S 800'S I66'E S99'S 04'86 88•% 80'86 9S'E6>Q44•00i Z8'S6 TS'46 Z4'II6 E6'L6 S9'86 Z£'86>;8L•£6 SL•£6>II00'T6 68'GOT ZL'46 09'86 6Z'L6>o 9S'E6>Q £9'86>0 6S•% 89 T6 VL TS 9T 00T 00I SG TS LL TS 00T 08 OOT 8Z 00T 89 58 T8 LS 84 ZE 6 9Z 6T ZS SZ 64 EZ 6i ' OZ ' ZL Z£ ST 6T E4 ZZ AfKM MYGA SSKn nY<i YrKS SYQI d1K0 0!Y<d Dffi<O OV<m 'hCQx YNCI fbFai YYtf SYQ IY6I 3Y<9 9M1K3 mSYQ m8.YGQ 3QHVfJ 337Y<H 0 T £ T 0 Z T T T Z 0 T £ T Z 0 T 0 T 9 Z T 6 0 9 S 9 0 L Z £ £ S Z t 9 S 9 T Z £ 9 TT L S 6Z abcti0 -J -q-40 -3 -730 -10 zwYiO -gJ .... fSS2 d3lII 3S3 SSI T= iSI 3S SS dH Idi TW4oi LzZ 06Qd TOZ aT4RS • ?£-SZ 0:M StZB20FLS 3D&Tii : SQAiS SOISYSN3RD3S YL•d 09-ZL£:ItiQ STT=j3xfOA • 51089 7372 ueiPay7 PQIpT°dxaWi ~=3 PzpPuv3S vo?_WTAaO PsEPuQZS =uoT~0 3S aezPeyi PaqeTod3awl zo-Mza PxYPU"lS uoryezAaO P=epa-13S aioaS ueaK I8 38 =vo?SV~O ZI3 t•'¢TPaYi Pa.eTodaaac.Z zou3 P3VPuY3S cwTqYTAaO P=vpue4S :uotsuacsQ as -TPaYi Pa'3pT0dxa9uI =ozt3 P$WPUWZS not}pT-Aa0 P=wF'trw3S oaoo8 UVaFF d8 L'f :vossuaaLQ Tdt' %06 =addn 808 nV3 --'I ~3aA<~-'H -TOJ '4say btS ass'8 Po3q6'Pa!A asQH aTd~B szoxow 'I3~ PUV=e: Tmsn vo P06QH adh4a3?R Ptm3fi TYnsn :-aq'a 65:60 L66T-NOC-9 ~
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• a0iRF1':115 D2I:372-60 RJR SEM4M iTATION STOD7 : FP19SE SMIKERS AGED 25-34 • -«. r,,- - Q.25: Camel Caspaign Adjective CSecklist - Based on Usual Brand Camel Campaign Raters Total NT RP ST S! INT F2i2 . IlaF IIa' ZST EST ISF ESF , t27FP ISTJ .... liT..... .... FF..... ....ST..... .... SF..... Sample Base 29 5 7 11 6 3 2 1 6 5 6 4 2 5 3 Canc 3 Other 2 Cauc 7 Other 0 Cane 6 Other 5 Cauo 6 Other 0 Weighted Base 9 1 2 4 1 0 1 0 2 1 3 1 0 2 1 1 1 2 0 1 3 1 0 Sig Test Column Ref>Versus Lwner Case 80e Vpper 906 A 8>AmE C>ABDE D>ASCE E>AB@ F>AG G>AF FDAI rIAfi J>i4K IOlL7 IJAM ?DAb N>7W O>AN P>AQ Q>AY R>AS S>AR ThAV V>AT VNW W>AV Plitertaininq 51 23 75 41 68 58 . 100 73 61 35 77 51 90 100 29 18 75 88 16 68 Conservative 6 . . 14 . . . . . 40 6 . . . 65 . . . 40 . . Social 40 43 56 23 68 . 72 100 52 39 19 77 51 41 . . 82 56 38 16 68 Innovative 25 9 16 38 18 23 . . 17 21 42 . 51 21 35 . 18 16 26 44 18 Spontaneous 22 . 34 14 53 . . 100 29 61 . 28 100 36 65 . . 34 26 7 53 Haaest 4 . . 9 . . . . . 39 . . . . 35 . . . 26 . . Memorable 29 31 44 22 18 35 28 100 40 43 16 . 51 50 70 65 . 44 50 7 18 Exciting 45 . 91 34 32 68 77 100 100 29 61 23 50 100 36 100 100 82 34 62 16 68 Original 43 69 70 13 68 65 72 100 67 40 5 50 100 59 65 35 100 70 38 . 68 Fun 52 69 74 30 68 23 100 100 72 61 21 77 51 65 65 35 100 74 74 7 68 Believable 28 43 27 31 . . 72 . 29 18 36 . . 11 . . 82 27 12 42 . Involving 23 43 18 22 18 . 72 . 20 43 16 . 49 . 35 . 82 18 36 15 18 Clever 28 67 37 11 32 58 72 100 33 21 7 23 51 41 35 29 100 37 14 9 32 Not relevant to me 2 . . 5 6 _ . . , . . . 14 . . Imaginative 47 69 53 36 50 23 100 100 49 40 35 50 51 61 65 35 100 53 38 35 50 Intimidating 5 . 19 . . . . . 20 25 . . . 19 Free spirited 42 33 74 22 53 42 28 100 72 18 23 55 51 65 30 71 . 74 48 9 53 Convinaing 26 14 27 32 18 35 . - 29 39 30 . 49 11 35 29 . 27 26 35 18 Like me 36 43 37 32 35 . 72 100 33 . 21 36 27 51 41 35 . 82 37 14 42 35 Irreverent 13 . . 27 36 42 . Trustworthy 6 . 7 9 . . . 100 . 40 65 . . 7 26 Humorous 48 69 82 25 36 23 100 100 80 40 21 28 51 100 65 35 100 82 74 . 36 Friendly 57 74 74 49 35 35 100 100 72 79 41 27 51 65 65 65 82 74 50 49 35 9Ot,L 683w9
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51689 7407 ' ' T£ ' ' 99 09 9T ' ' 9 £ZT Yo$ Z£ 58 99 9Z 00T S£ S£ ' 05 001 TZ 8Z ' 00T Z£ TL 9Z 00T 89 959 zo8 89 ST 9T 9L ' ' S9 00T 09 ' 6£ ZL 001 ' 89 9T 9L ' 99 68L zoS T95'0 TT9'0 ZT6'0 59S'0 000'0 L96'0 6ZL'0 000'0 L08'0 000'0 £9T'T L65'0 000"0 000'0 T95'0 695"0 595 '0 000'0 L8E'0 xos.zg R2ePue3S 9Z£'T ZTL'0 6£0"Z 969'T 000"0 SL9"T 0£9"T 000"0 9T9"T 000"0 SSS"Z Z99"T 000'0 000'0 9Z£'T ZSS'T 969'T 000'0 £I8'T sso,cqp?Aa0 P3YPue3S 99'9 0E"5 L9'9>Y TZ'L>fd 00"S 00'£ 0T'L>Y 00'L 59'9 00'S 9L'9>p 80'L>e 00'6 00'S 99'9>ff T6"9>rt TZ 'L>O:Y 00'S -60'9 azooS uea-A LT ' ' SE TZ 8 ' ' £ pes .CTQMNRzIrd I 9T ' ' 0£ ST L ' ' £ Z Z£ S8 95 9Z OOT SE SE ' OS 00T TZ 8Z ' 00T Z£ TL 9Z 00T 89 S 9 ES ST " LZ ' " TT 00T LZ ' TZ 6Z £5 8 LZ - £Z L 9T ZZ ' ' 6Z ' ' - 8T EZ L ZZ TT 8 ST ' ' 9Z ' ' SZ ' £Z OZ OOT ST 9Z ZT AddRi AV<A em<n SY<A A4<S 2N<S SYQT dY<0 bY<d 87<O OKti 2t16l SyK<'I LYGY YY<f FAKI IWi 3FK9 v!d<3 W84<3 3081K0 3QflY0 3=Y<H t06 3-ddA 808 osQ"J i-o'Z -A<M -T00 Z -S bTS 0 T I 1 0 Z 0 0 T Z 0 T Z T Z 0 0 0 T Z Z 0 9 asQfi W3Rbrrx 0 9 £ S 0 L 0 T £ 9 Z 9 £ 5 9 T 0 I 9 8 L T ZZ asYs QTdwS "t.i". 0 mpA mwq'10 =2"J zw,"40 OCM'J MOKMO MWJ . . . . .~. . . . . . . . . ~ . . . . . . . . . ~ . . . . . . . . . ~. . . . rasz aaaA as3 asz Z= zSz ss ~z Set TQaot Z9Z obQ8 8ZZ ~T4QS 9E-SZ 0=V SSMd0M RtYKU =[OA7S XOZZYIlLDEW XCd 09-ZL£=Zffi STT=3'3ZiTOA sm3-d YYYSpY U63-,h-J T-wJ Po-~H i-A - PnQfi -Td = xYSw U6-dmwJ T--o =ZZ'a 65~60 L66T-H0C-9
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6-JOtt-1997 09:59 V07d2E!' 372-60 R ffiii'ATIO 115 DRI 7R S STU 2 : : . EQ N DY : SE741LE SlAIRRS IWED 25-34 Table 239 page 81 0.22, 23: Camei-Cavqaaign Ad.ST1M : f]eotion Groups Based on Camel Coapetitive Campaign AdSAM Raters Total NT NF ST SF INT FAT ,.. I 2tF Ea7P IST EST ISF SS8 F27FP 2S2J .... P1'..... .... PD'..... .... ST..... .... SF..•.. Sample Base 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 Cauc 8 Other 2 Cane 9 Other 1 Caoe 7 Other 2 Ca®a 10 Othtr 1 Weighted Base - 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Co1smn Ref>Versus Lower Case 80% Upper 90! A B>ACDE C>ABDE D>ABCE E>ABOD F>AG G>AF H> AI I>AH J>AK KDAJ IJAM 20-AL 1¢>AO O>AN P>AQ 0>AF R>AS S>AR T>AV V>AT V>AW i>AV Don't Bother Me 12 . 13 20 16 . . . 17 35 10 . 21 . 35 . . 14 . 37 . 17 . Take it or Leave it 14 18 . . 36 . 19 . . . . 61 27 . . 20 . . . . . 31 100 I Like it...So W2ut 11 20 16 . 5 . 21 65 . . . . 6 . _ 13 92 18 . . . S . Srings me Do.a 3 12 . . . . 12 . . . . . . . . 13 Impressionable 22 33 31 23 . 100 31 . 41 5 36 . . 59 5 36 . 36 . 42 . . . Getting WaLm 12 6 13 24 10 . 6 . 17 4 37 . 13 . 4 6 8 . 100 3 49 10 . I'a Disgusted Ptoduct Dissonance 1 . . 4 . . . . . . 7 7 . . Interested L Excited 26 12 28 28 34 . 12 35 25 56 9 39 33 41 56 13 . 32 . 10 51 37 9?~,L 689T3
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6-70N-1997 09:59 0-23: Camel Campaiqn AdSM : Arousal Based on Camel Competitive Campaign AdSAM Raters Total Saiqale Base 40 Neighted Bnse 68 Sig Test Column Snt7Versus Lower Case 80! Vhp-er 90% A 9 ExtzmrlY intmse 5 8 7 21 . 5 33 4 4 3 14 2 1 Almost asleep 22 Mean Score 4.42 Standard Deviation 2.352 Standard Error 0.372 Box 789 27 Box 456 37 Box 123 36 VOIREP:115 IAtt:372-60 R7R SlXT•ffia'fATION STODY :EMrr SMORRS D,GFD 25-34 Table 237 Ba¢ 279 NT LR'. ST SF IliT F1iT INF LNF IST EST 1sI' ESF ENFP ISTJ .... PT..... .... NF..... .... ST..... .... SI..._. 10 16 10 22 9 13 11 18 1 1 9 15 3 5 7 17 4 5 5 8 2 5 9 14 3 3 4 5 Cauc 8 14 Other 2 1 Cauc 9 19 Other 1 3 Caua 7 7 Other 2 6 Cana 10 17 Other 1 1 B>ACDE C>ABDE D>ABCE E>ABGD F>AG WAF lDP.I DAtf J>AK AW L>AM ?DAL 1PN>AA 0>Ati P>AQ Q>AP R>AS S>AR T >AV V>AT V>Ap w>AV 12 8 12 35 13 . 10 . 19 32 34 . . . 25 56 16 39 33 41 56 . . 22 . 17 51 37 . . . . . . . . . . . . . . . . . . . . . . . 45 35 47 10 100 43 . 46 9 73 . 13 . 9 49 8 25 100 45 49 10 . 5 10 . . . 5 . 13 . . . . 59 . 6 . 11 . . . . . 20 16 6 13 . 21 65 . . 10 . 18 . . 13 92 18 . 11 . 14 . 18 13 14 43 . 19 . 17 35 . 61 36 . 35 20 . 14 . 26 . 39 100 4.29 4.81 4_95 3_71 5.00 4.26 5.10 4.72 4.72 5.11 3.33 3.84 5.22 4.72 4.40 3.16 4.78 5.00 4.09 6.01 3.91 1.00 2.254 2.195 1.953 2.661 0.000 2.288 2.862 1.924 2.792 1.024 2.925 2.551 1.474 2.792 2.327 0.542 2.35 2 0.000 2.110 1.000 2.650 0.000 0.713 0.694 0.651 0_802 0.000 0.763 1.652 0.727 1.396 0.458 2.068 0.850 0.851 1.396 0.823 0.383 0.78 4 0.000 0.798 0.707 0.838 0.000 12 28 32 34 . 12 35 25.--- 56 16 39 33 41 56 13 . 32 . 17 51 37 . 50 44 47 10 100 49 . 58 9 73 . 13 59 9 55 8 36 100 45 49 10 . 38 28 20 56 . 39 65 17 35 10 61 54 . 35 33 92 33 . - 37 . 53 100 tZtL 629ZS
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6-JVN-1997 09:59 VOIREF:115. M1:372-60 YL7R SEGMENTATIOH STUDY : FFZDSLL SMOPOERS AC'~9 25-34 Table 235 Page 272 Q.F: Usual Brand Based on Camel CmPetitive Campaign Raters Total 27T NF ST SF IRT FNT IItF FNF IST FSY' ISF E.4T+ FFP'P ISTJ .... PT..... .... AF..... ---- ST..... ..--SF..... caw orr,er cauc other cauc ather Cauc Other Saaple Base 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 8 3 12 1 9 4 10 1 Weighted 8ase 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Columa Ref>Versus Lower Case 80t tTpper 90% B>AC)E D>ABCE E>ABW FNkG GQAF FDAI IAAH .AAR lUAJ L7AM bUAL R>AO O>Att P>AQ Q>AP R>AS S>AR T>AU U>AT V>AA W>AV Now (Ni+)O Nor (2My Now (1O Pall Mall (tIIS*M) Pall Mall (24D Pall Mail Up Parliament W Raleigh (2A) Satatoga (1d.0 Satin (XMA Tareyton (1" True (2IIS) Vantage (28A 1 . . 5 10 . . . . . . . . 8 . . . Virginia Slim (2M*M) 6 . 5 - 19 6 25 11 5 13 100 virgiai.a Slims (2aiy 6 . 5 - 19 6 25 11 5 . . . 13 100 Virgiai.a Slims (M} Other FP (taS+M) Other FP (M . . . . . . . . . . . . . . . . . . . . . . . Other FP (M) SAVIIIGS: DORP.L (rIIl+W DORN. (2" Full Flavor 85MM 100=+ Low Tar/Lights 85m lOO=1+ tRltra Low Tar/Lights 85mm 100m+ DORAL Z!NlHOL Fu7.l Flavor 85mm . . . . . . . . . . . . . . . . . . . . . . . ~ L:~L 68?tiS
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VOIREF':115 IA2I:372-60 ES7R SEGbfr1iTATIOR STUDY : FPMALE SMPUM3 AGED 25-34 6-JON-1997 09:59 Table 235 Page Z74 Q.F: Usual Brand Based on Camel Competitive Campaign Raters Total ST SF IST ESf --ISF FSF EZiFP ISTJ .... riT..... ...1QF..... .... ST..... .... SF-._.. Sample Base 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 Cauc 8 Other 3 Cauc 12 Other 1 Catx 9 Other 4 Cauc 10 Other 1 Weighted Base 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Siq Test Column Itef>Versus Lorer Case 808 Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>A6 G>AF fDAI I>AH J>AK tOAT L>AM 2AAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>" W~AV 85mm 100mm• Utitra Low Tar/Lights 85M 100MM. GPC bff'SrTfiOL Full Flavor 85mm. 100mmr Los. Tar/Lights 85mm, 100.M+ Ut1tra Low Tar/Lights 85MM 100=+ OTHER SAVINGS: Alpine ..(1dS+M) Alpine MA Alpine 00 American (23p Best Valiiu (PSI+My Best Value (MA - Best Valsx QA Bristol (tIIO Bull Durham (I" Cambridge (28S+M} Caabridqe (1aD Cambridge 00 Harley-Davidson [6Mp Malibu (Ia+A Misty (114+1O Misty (R9 Misty 00 MDDar^* (1a3+1+0 • ~, :~L 6$`3ZS
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! 0 6-JOX-1997 09:59 . VOfdiEF:115 D4tI:372-60 RJR SEGNE TATiQ7 STODY : FfDRSE SMORfRS AL= 25-34 Tahle 235 psge 271 Q.F: Vsual Brand Based on Camel Cuepetiti+re Caapaicys Raters Total NT RF ST SF IliT 3RaT R7F ENF ZST EST ISF FSF IIdFp ISTJ .... tiT.•••• .... RF..... .... ST•.••. ....SF..-.• Cana Other Canc Other Cauc Other Cano Othtrr Samp1e Base Rei93ited Base Sig Test Co1uen Aef>Versus Lower Case Soe (Tpper 9oa l0om+- OTFffR FvLL PRICE: Amrricaa Spirit Mo Belair (NM+ZA selair (1" 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 8 3 12 1 9 4 10 1 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 B>14mE C>ABDE D>ABCE E>AHCD F>AG 6>AF FDAI DAH J>RK AAJ L>AM MDAL N>1W o>AF . . - • - - - - - - - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • - - - . . . _ . . . . . . . . . Belair (M) Benson G Hedges (NM+M) 6 Benson t Hedges (HIZ) 6 Benson L Hedges OH) Capri (NM +M) 1 Capri (M) 1 Capri (M) Carlton ( 2IIK+-tg 2 Carlto¢: (MS) 2 Carlton (M) Chesterfi n..,,w; > > ( eld M) (M) - Eve (NM+T. p More (1aA tdore 0.)1 • 15 19 37 • - - 17 . 15 19 37 • - . 17 5 5 . • 3 . . . . 4 6 2 . . . 5 • 1 . . 5 - • 3 4 6 2 . . . _ _ . . il . . . . . . . 15 12 _ _ . . il _ . . . . . _ 15 12 . • • • - - - . . . . . . . . _ . . . . . _ . 9 • 22 . 5 • - . 26 6 16 . . . 24 . . . 5 . 9 . 22 • 5 - . • 26 _ . • 6 16 24 • . • 5 . . . ' - . . _ ' ' . • ' ' . • - - . . . . . . QTfiiL 689TS
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6-JUN-1997 09:59 VOLRFF:115 M:372-60 SJR SEMffiiTATION STUDY : FP1AL8 StdOKF'RS AGED 25-34 Table 240 8age 282 Demographics : Age, Gandei, Age within Gender Based on Camel Cooqetitioe Cangaicyi AdSAPt Raters Total Nr Sr ISF FSF t27FP ISTJ .... NT----- .... HF..... .... ST..... .... SF--... Samp1e Base 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 Ca2x 8 Other 2 Caiu 9 Other Cavo 1 7 Other 2 Caua 10 Other 1 Reighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Co1van Ref>Versus Lower Case 80% Upper 909 A 8>ACDE C>AHI)E D>ABCE E>A8C0 F>AG G>AF EO•AI I>AH J>AK R>AJ L>AM YDAL N>AO O>AN P>AQ Q>AP P>AS S>AR T>AU t7>AT V>AW W>AV 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Mean Age . 28.82 28.34 a<27.71 c<30.08 29.67 31.00 28.25 30.55A<26.80 26.59A<32.45 29.28 29.81 29.82 26.59 28 .15 30.32 28.12 25.00a<30.60 29.45 29.36 34-00 Interpolated Median 28.47 27.96 26.31 30.33 30.17 31.00 27.75 30.31 26-07 26.33 33.53 29.14 30.21 29.85 26.33 27.46 31.09 26.73 25.00 30.36 29.45 29.74 34.00 Female 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 M31e: Fema7.e: 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Mean Age 28-82 28.34 a<27.71 c<30.08 29.67 31.00 28.25 30.55A<26.80 26.59A<32.45 29.28 29.81 29.82 26.59 28.15 30.32 28.12 25.00a<30.60 29.45 29.36 3d-00 Interpolated Median 28.47 27.96 26.31 30.33 30.17 31.00 27.75 30.31 26.07 26.33 33.53 29.14 30.21 29-85 26.33 27.46 31.09 26.73 25.00 30.36 29.45 29.74 34.00 LZT7L 68°1S •
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I • • 6-JVN-1997 09:59 VOLRII':115 ISLI:372-60 BJR S£GM iTATION STODY : FP?IIME SliOhFRS AG® 25-34 Table 235 Bage 269 O.F:Usua1 Brand Based on Camel Coapetitive Caagaiegi Raters Total FT RF ST SF INT ENT IlPF IIiF IST EST ISF ESF IIQFP ISTJ .... 1aT..... .... NF..... .... ST..... .... SF..-.- Sample Sase 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 Cauc 8 Other 3 Cauc 12 Other 1 Caoo 9 Other 4 Cava OY2kx 10 1 Weighted Base 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 _ .. . . Sig Test Column Ref>Versus Lower Case 80% Upper 90s A fi>KDE C>AHaE D>lBCE E>ABm F>AG G'7AF FDAI I>AH J>AK 2~AJ L>AM ADAL 17>AO O>AN P>AQ 0>A4 R>AS S>AR T>AV V>AT ~ V>A`t W>A7 FOLL PRICE: 2ARLBORO (I0i40 - 69 92 57 80 60 . 95 90 50 91 69 100 47 35 87 91 96 52 100 73 92 65 _ MA1tLBORO (t" 69 92 57 80 60 . 95 90 50 91 69 100 47 35 87 91 96 52 100 73 92 65 . Full Flavor 22 42 12 11 29 . 43 35 7 22 - 39 26 14 33 51 . 13 . 18 . 31 . 85mm 15 21 6 11 29 . 22 - 7 22 _ 39 26 14 33 25 . 6 . iS . 31 . lOOmm+ 7 21 6 . . . 22 35 25 . 7 Low Tar/Lights 46 42 45 69 31 . 43 55 43 70 69 61 21 22 54 40 52 39 100 55 92 33 . 85mm 32 25 27 52 31 . 26 . 32 34 69 61 21 . . 20 52 19 100 55 46 33 . 100=+ 14 17 18 18 . . 17 55 11 35 - - . 22 54 20 . 20 . . 47 . . MARLBORO MENTHOL Full Flavor 85mm 100mm+ Lom Tar/Lights 85mm 100mmft+ CAMEL (NM-I9 CAMEL (27M) Full Flavor 85mm 100mm+ Lo'a Tar/Lights 85am 100mm+ Utltra Low Tar/Lights 85mm 100mmr GAMEIL bh27THOL Full Flavor 85mm 100=+ Lov Tar/Lights 85mm 100mm+ tP?~L 689~3 • - - - . ' . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - - ' . . . . . . . . .
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Table 235 Page 270 VOLP£F:1].5 IniI:372-60 RTR SEOZffpTATIO3Y STUDY : FENLE s40AFR5 A= 25-34 6-JVH-1997 09:59 Q.F: Usual Brand Based on Camel ComPetitive Ca.paiga Raters Sample Base Weighted Sase Sig Test Coltwn Ref>Versus Zower Case 80% Upper 90% Utltra Lrnr Tar/Lights 852M 100=.+ WIHSTON Full Flavor 85= 100=.+ Low Tar/Lights 85= 100zmn+ Utltra Low Tar/Lights 85mm 100N=* Winstan Select Winston Regular 100mm+ Utltra Low Tar/Lights 85mm 100ZM+ SAIdM Phll Flavor 85M 100mm. Low Tar/Lights 85a 100=+ Utltra Low Tar/Lights 85m • Total SST ISTJ ....27T..... .... NF..... .... ST..... .... SF..... 48 83 11 17 13 31 13 16 11 18 1 1 10 17 3 10 5 26 6 8 7 2 8 5 9 6 14 13 5 5 Ca~c 8 14 Other 3 3 Canc OL'xr 12 1 28 3 Cacx 9 10 OtAer 4 6 Caw OtLxx 10 1 17 1 . BJACTlE D>ABCE E>ABM F>lG 6>AF H>AS I>A£i J>AK R7AJ L>AM 2•DAL N>AO O>AN P>AQ Q>AP B>I+yS S>AR T>AV U>AT V>AW W>AV . 5 4 2 13 100 1 10 6 21 7 9 4 4 2 . 17 8 6 . 2 1 6 1 1 6 6 2 9 . 4 . . 5 8 2 2 1 6 1 6 2 9 . 4 . . 5 8 2 3 2 7 100 10 15 5 2 . 12 . 4 1 3 3 100 5 4 . . . 5 2 2 4 10 5 2 . 7 . 4 1 1 4 1 2 6 4 . 4 . . 7 4 3 2 9 5 100 10 3 15 7 5 4 .- 2 . 10 8 6 . •
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9T'86 0£'DOT L9'£0T 9T'ZOT 00'DOT DD'L6 00'66 D69"0 850'T L09'T SE6'0 Z00'0- D6£'T T00'0- T86-0 999'E Z65'E L6D'£ Z00'0- 80D'D T00"0- >Q 6T'86 Z0"DOT Z0'D0T D6'Z0I 00'DOT S8'66>700'66 00T 8T 0D T£ ' 85 OOT Z8 09 69 00T ZD ' 9Z'00T OD'TOT 6L'SOT LZ'TOT 00'LOT ED'DOT 00'L0T IDO'T 80Z'T 9TL'0 DS6'0 Z00-0- 950'T Z00'0- ELD'T D8T'D T09'T 895'£ Z00'0- OD£'£ Z00"0- TLH >e ET'D0T 86'00T DZ'OOT 98'D0T 8D"Z0T 8E'S0T TS'OOT 98'£0T L6'S6 DZ"EOT 60'D0T TT'DOT 48'Z0T T9"66 09'Z0T £0£'T 0t9'0 ETT'Z TZT'T 66S'T E99'0 98T'T TTD'T 6Z9'0 DSE'T 806'T D£0"T LT8'0 St£'T D£Z"T DTS'D 56D'I 886'Z OLT'£ 9T6'£ 860'Z 855'£ >V >P7 EEL'£ LSZ"I 06D'D 869'Z L98'£ Z95"E Z9£'D OSD'D 0D'ZOT ST'TOT 9Z'OOT 80'S0T ST'ZOL 8D'SOT TC"TOT LT"ZOT 89'S6 DT'ZOT 69'EOT SS"E0T>' LZ'£OT>0 LZ'OOT>Y 6T'Z0T LE TS 9D L TD Z LS ££ 00T ZD SZ D£ ZS 04 £9 69 DS £6 69 86 £D L9 85 OOT SL 99 8D 09 96'L6 08'£OT ZZ'E0T 8S'ZOT LS"66 66'D0T LS'00T DZ'DOT ES'40T L£'86 6£'DOT SZ'TOT 66'£0T LD'SOT 9£'86 D84'T 96L'T S9D'Z £9Z'T TL9'T 6£L"0 06£'T ZDT'T 656'L LT9'T ZLZ'I SLO"T £06'0 E00"T 98D"T ZDT'S 66£'D L8D'£ ZLS"£ D60'D 8££'Z TLT'D TZO'£ 8T6"E Z9£'S 86L"T S£0'D 9E6"£ SZ£'£ 09£'S >LR2' >3fl7 ZZ'OOT DS'OOT LZ'90T ZO'T0T 00'L0T E9'E0T OO'LOT DL'86>'d Z9'ZOT OZ'£OT 9L"TOT L£'66 69'DOT SI'TOT 9L"£OT OS'DOI 80'66>rfET'DOT TS'00T Z9"Z0T>a8L6'£OT SZ'66>Y 69 9D 64 ' LE ' L9 9D DS ZD ZS S 55 DE 6Z S9 LD D£ ££ Z9 TD DS OOT IS 00T E9 00T ££ DS 9D 8S 87 96 SD 99 TL S£ 00T £S 99 L9 8£ 89'EOT SZ'ZOT 0D'00T 59'E02 00'Z6 S£'S6 00'66 LE'66 SL'OOT D6'00T 6Z'D0T SZ'ZOT £D'£OT E9'Z0T 8Z'96 LZ'S6 ZT'66 6£'S6 6T'ZOT L£'£OT SL'D6 6Z'66 68E'T 6ZZ'T ££T'T £9Z'T T00'0- T90'T T00'0- 666'0 8T9'T DL8'E S8L"T ZSZ"T £60'T DES'T LZS'T ZZI"0 900'i ZLZ'I 6TT'T. 656'0 L50'T T£6'0 D96"T 8SZ'D DES'Z DZL'D T00'0- DS£'£ T00'0- T9D'E D96"E 6LD'S 840'S 890'£ LS9"£ T09'D TDO'D £DZ'0 L££'£ 86L'T S8T"D I8T'D SOS'E LSE'£ >7 >II W >Q >DqQ >ev Z9'E0T D6'00T D6'TOT SZ'ZOT 00'Z6 88'96>V00'66 8D'86 DD'ZOT 86'00T LD'00T SL"TOT 6S"Z0T 48'T0T Z6'96>490'S6 E9'86 EI'S6 9T'T0T ST'ZOT 8E'96>Y TS"86» 9£ DS SZ 00T Z6 OOT LS DS 9D 9D ZZ LT SD 68 00T 85 00T D£ D£>7 £6 09 00I D9 9D SL ' 8 ' £9 94 DS DS 84 £8 SS TT ZD ' 99 99>`d L OD ZS'96 T£"SOT 46-56 89'86 00'T6 DE'46 00'T6 69'00T EO'66 OD"96 £D'£6 90'90T I6'£6 S0'66 OZ'S6 LT'Z6 DS'OOT S£'£6 65'DOI TS'96 9£'£6 ST'00 T E80'Z 6ZZ'Z DT6"T- LT8'T t00'0- 999'I T00'0- 0L9'T 8TZ'Z ZZS'£ 6D8"Z ZTZ"Z L6Z'Z 069'T 0ZI'Z 6TL'0 t6L"T LTE'0 Z£0'Z O£D'T S9S'T ZD9'T 996'Z ZZL'L 08Z-D 66L"9 t00'0- 69Z'S T00'0- 98L-S ZED'S T86'D 6S0'8 6SD'S S9Z'L OL0'S 609'S LED'T TD6'S 84D'0 S09"L D£Z'9 T6T'S OZ6"S >\l ?MY D4"96 E0'ZOI 9L'96 OT'66 00'T6 04-56>Q00'I6 46'86 SS'66 ED'% EO-86 T8'90T DL'96 SS'66 TS'96 L0-Z6 D9-86 8Z-£6 LS'T0I>vt%£'86» TZ'S6>V 4R-86 OOT LE E8 LD 00T EL 00T 8D 8S 94 £L ST DL LD 99 00T 05 00T ZD 8S 9L TS £9 LT £S - LZ - ZS zD DS LZ S8 9Z £S D£ OS ' 8S ZD DZ 64 AvCM lriKA irKO II1dGt Y1K8 S1Kx atix0 &,Ka DRKO Otifcii 2rt6t 31KCZ 19(<x YYGC }iYGI IYQ3 .iY© =WC3 3JHYGQ 2awcD 337#C8 Z 6I L 9t £ SZ I OZ 9 D 0I Tt 0T 9T OZ 8 TZ T TZ DZ SZ IZ Z ZT S 9T T OT T ZT 9 Z 8 9 OI 6 L 4 TT Z DT 6T TT £T maq4O -w'J -nO --gJ =oR'SO -go -n0 -QJ .....~.... ruz aim dS3 8SI SS3 T.SI .dDii 3!II SKi lS dS 3N S!i 6SZ abod SZZ aT4aS • 9£-SZ OTM)7i SUMICM 3116Id3 =]COIIiS moIStlSN3VFJ3S YCd 09-ZL£=Iw STT=3'3ZPSOA • D'£0T OLS'0 00E"D Z'ZOT 6£ T9 8'ZOT 409'0 655'D 8'TOT £D LS ZL'66 E6S'0 SLD'D 6£'66 LS £D 0£'S6 8L8'0 8Z9'9 V D6 LB 51689 74,04 ueipayi PaZeiodsaZUl ioxz3 P3PPue9S uoi3etna0 P2pPuY3S ue?P-gi P~IYTodxaSuI =0u3 P=ePue'3 S [IOTIFSAaQ P.ZYP[224$ uYFP-W P~zYTOCTza3uI xoi.x3 P-TVPUIR:S u0T44T1+a0 P3YPu3S aiooS -K 9% S6 :u0csu.WiQ AS ue?4-A PoaeTodaa'3ui =0='r3 PsQPul3S saoT4IIteaQ Pavpuw;S --zcoS UWFI ar £i snoss~cQ Tdf i06 -ddII 408 asWO --0'i -AG3o'3I -ToJ 3-y bcS asQH Po3lq5Ti!! &sa8 aTdomS s~aa~I TDtJ ar.r. araad-aJ Bo Pa:eg -4a03?Z PuQ38 T-O. =s-YD-O 65=60 L66T-NOL•-9 •
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6-JOF-1997 09:59 VO7FF.E':115 DRZ:372-60 IL7R SE2ffiiTAT10N STtlDY :MTS' S40XMS A= 25-34 Table 238 Page 280 Q.24: Camel CamPaign AdSP,M : D-e Based on Camel CoWetitive Campnicyi Ad.SAM Raters Total PT liF ST SF IFP IIiT ZNF ENF iST EST ZSF ESF PNFP ISTJ .... NT..... ....13F..... .... ST..... ....SF.._.. Ca+x Other Caw Other Caw Other Cauc Other Sanple Base 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 8 2 9 1 7 2 10 1 Weighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Co1v®n Ref>Versus Lover Case 80s upper 90% A B>AmE C>A1mE D>A8M FJABCD F>AG G>AF FDAI I>AH J>A!C R>AJ L>AM hDAL N>AO O>AN P>AQ 0>AY R>AS S>AR T>Aff V>AT V>P3P R?AV 1 Controlled, not in aharge 12 12 13 . 21 . 12 . 17 28 . . 13 . 14 . . . 15 100 2 . . . 3 13 . 22 . 23 . 28 31 . . . . 25 . . . 25 5 29 38 18 50 21 100 36 10 21 61 43 61 7 17 61 42 . 6 100 50 51 22 6 3 . 10 . . . . . 13 . . . . 59 . . . 11 7 16 12 21 36 . . 13 35 17 4 57 - 4 13 8 24 . 24 49 . 8 9 In charge, in control 26 38 17 14 35 . 39 55 5 35 . 39 34 23 35 33 92 20 . 26 . 38 Mean Score 5.65 6.30 5.26 6.28 5.10 5_00 6.35 7_90 a<4_42 6_48 6.14 6.56 4.61 6.52 6.48 6.05 8.84 5.30 5. 00 6.52 5.99 5.40 1.00 Standard Deviation 2_628 2_589 2.543 1.434 3.144 0.000 2.621 1.337 2.243 1.891 0.990 1.950 3.316 1.412 1.891 2_576 0.542 2.725 0.000 1_673 1_000 3.049 0.000 Standard Error 0.416 0.819 0.804 0.478 0.948 0.000 0.874 0_772 0.848 0.946 0.443 1.379 1.105 0.815 -0.946 0.9 11 0.383 0.908 0.000 0.632 0.707 0.964 0.000 Box 123 25 12 34 . 44 . 12 . 45 . . . 59 . . 13 . 39 . . . 40 100 Box 456 33 38 28 50 21 100 36 10 33 61 43 61 7 77 61 42 . 17 100 50 51 22 . Box 789 42 50 38 50 35 . 52 90 21 39 57 39 34 23 39 45 100 44 . 50 49 38 . SZtL 689l5 ~ ~
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6-JtIN-1997 09:59 - Vp7dtP3':115 DRI:372-60 RTR SEGt4ElPTATION STUDY :MPtr SMAPf£RS AGID 25-34 Table 242 P age 292 O.G: CoreJFrsnge of Usual Brand Based on Usual Brand WINSTON Smokers Total NT HF ST S8 INT IIiT IHF F27F IST FST ISF ESF F2iFP ISTJ .... HT..... .... 2iF..... .... ST..... .... SF.._.. Samp1e Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 Cauc Other 3 1 Cauc Otlxr 1 0 Ca+x Other 7 3 Cauc Other 7 1 peighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 -- ~ Sig Test Co1tmn. Ref>Versus Lower Case 808 Upper 909 A B>Atll; ©ABDE D>ABCB FJABm F>AG G>AF FDAI I>AH J>AR R>AJ IJAM 29AL N>AO O>AN P>AQ Q>AP RUAS S>AR T>AU U>AT V>AW V~,AV Core 40 . . 44 57 . . . 73 36 . 73 73 46 36 46 100 Fringe 60 100 100 56 43 100 100 100 27 64 100 27 27 100 100 100 54 64 54 . LV~L r.89Ls
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6-JON-1997 09:59 WLREF:115 DRI:372-60 RJR SE24E27TATION STUDY : FPMAIE SMOR['RS N~'D 25-34 Table 241 8sga 285 Q-F: Usual Brand Based on Came1 Competitive Campaign AdSAM Raters Total IPf 2A' ST SF IlQT P27T ZN!' PPA' IST FST SSF £SL' ENFP ISTJ ....NT..--- -...N£.--•. ..•.ST..... •...Sf..... . . Cauc Otlaer Cane Other Cassc Other Cavc Other Sample Base Weighted Base 40 10 10 9 11 1 68 16 . 22 13 18 1 9 15 3 5 7 4 5 2 9 17 5 8 5 14 3 4 8 2 9 1 7 2 10 1 3 5 14 1 19 3 7 6 17 1 Sig Test Calumn Ref>Versw I.wrer Case 806 Upper 90! A B>ACDE C>ABDE D>ABCE EYABCD FN1G GQAF FDAI I>AH J>AK AAJ L>AM UDAL N>AO 0>AN p>AQ Q>Ap R>AS S>AR T>AU V>AT V>AW W>AV l00mna OTFEt FVLL YRICE: American Spirit (2Il+A Be1a9x (24faM) Selair (2A1) . . - • - - - - . . . . . . . . . . . . . . . Selair (Y9 . - . . . . - • • . . - • . . . . . . . . . . Bezlson 4 Hedges (2IIQ+M) . . . . . • . . . . . . . . . . . . . . . . . Ben90n G Hedges (M . . . - • . . . - . . . . . . . . . . . . . . Be[tso¢. L Hedges (h) . . . . . . . . . . . . . . . . . . . . . . . Capri (taAW - 2 5 - 2 . . 5 - - 5 5 6 . . . 3 . . . Capri (2IIO 2 5 . 2 . . 5 . . 5 5 6 . . . 3 . . . Capri (M) - Carlton (NM*M) 3 . . . 11 15 • . . . . • • • 12 . Carlton (2Ap 3 . . . 11 . . . . . . . 15 . - . . . • • - 12 . Carlton 00 - . • • . - . ' ' . • ' . . . • ' . . . . . . . - Chesterfield OrA Dimhill (2•0 Eve (NM+)A Maz (bA . . . . . . . . . . . . . . . . . . . . . . . Merit (2dARM) 11 . 31 . 5 . . . 41 . . . 6 59 . . - 36 . . . 5 . Merit (2My 11 . 31 . 5 41 . . . 6 59 . . . 36 . . . 5 . Merit 00 Metro (NM+M) Metro (HIt) . . . . . . . . . . . . . . . . . . . . . . . . Netro(Mo . . . . . . . . . . . . . . . . . . . . . . . More (lAI+M) . . . . . . . . . . . . . . . . . . . . . . . MOLe (M . . . . . . . . . . . . . . . . . . . . . . . 00 . . . . . . . . . . . . . . . . . . . . 0 ~;~L ~ggZS
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• 6-JON-1997 09:59 VOZREF:115 DRI:372-60 BJR SP7GHI2iTATIOiQ SSODY :Mra' SHOPURS AGM 25-34 Table 243 Paga 293 0.12: Usual Brand Affinity Rating Based on Usual Brand WINSTON Smokers Total NT NB' ST SF IlPf TNT Iia' ENF IST EST ISF ESF PNFP I3TJ ....1R..... .... 1QF..... .... ST..... .... Sf._... Sample Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 Cauc Other 3 1 Cauc Other 1 0 Cano Other 7 3 Cauc Other 7 1 Weighted Sase 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Column Ref7verssss Loser Case 80% Upper 90e This is a highly desirable brand for A 62 B>ACDE 92 CN1B0£ . D>R8M 86 FJAHCD 34 F>AG 100 G>AF 82 lDAI . UAH J>AK 73 2AAJ 90 IJAM . lDAL 6d MAO 0>AN 73 P>AQ Q>AP 100 . R>AS S>AR . T>AU Q>AT 92 64 V>AN W>AV 18 100 ae - like a really close friend This is quite an acceptable brand 27 8 100 6 45 . 18 100 27 . 100 30 27 . 100 100 8 . 56 . for ae - like a good friend This is an okay brand for ne - like 11 . . 8 21 . . . . 10 . 27 36 26 a more casual friend gct,z 629rs
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• 6--JVN-1997 09:59 VOIdtEF:115 ISiI:372-60 R7R SE24EiTATIOffi STUD'Y : Ft101.E SMORRS AGM 25-34 Table 223 Page 257 0-2, 3: Li£etype Groupings : Pairs on Competitive C. Raters T t l ' o a NT NF ST SF IHT ENT INF F1tF IST L Sl ISF SSF E21F8 ISTJ .... flT..... .... t7F..... .... ST..... ....S[.--.. Sanple Base 57 13 11 19 14 2 11 4 7 9 10 6 8 2 6 Caue 12 Other 1 Ca= 10 Other 1 Cauc 14 Other 5 Canc 12 Other 2 Weighted Base 94 21 28 24 21 1 21 8 20 14 10 11 10 4 6 20 1 25 3 16 7 19 2 Sig Test Co1mmRe£>Versus Lower Case 808 IIpper 90% A 8>ACTlE C>ABDE D>ABCE £JAHCB F>AG ©AF FDAI I>AH J>AR AAJ L>AM tDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV 0>AT V>7W W>AV ES 21 . . A<41 48 . . . . . 100 . 100 . . . . . . 34 60 48 41 F27 43 97 71 A<. . . 100 . 100 . . . . 100 . 96 100 67 100 . . . . ET 32 97 . 41 . . 100 . . . 100 . . . . 96 100 . . 34 60 EF 32 . 71 A<. 48 . . . 100 . . . 100 100 . . . 67 100 . . 48 41 EJ 24 . 57 A<11 20 81 . 26 . 42 . . . . 52 100 12 7 22 EP 40 97 14 31 28 . 100 . 19 . 74 . 58 100 . 96 100 15 . 21 53 26 41 IS 26 . . A<59 52 . . . . 100 100 . . 100 . . . . 66 40 52 59 IN 9 3 29 A<. . 100 . 100 . . . . . . . 4 . 33 . . . . . IT 15 3 . A<59 . 100 100 . . . . 100 4 . . . 66 40 IF 20 29 A<. 52 . . 100 100 33 . . . 52 59 IJ 20 2 7 27 47 72 . 23 . 46 . 91 . . 100 3 . 7 . 21 40 52 . IP 16 1 23 A<32 5 28 . 77 54 . 9 . . . 1 25 . 46 . . 59 ST 25 . . . A<100 . . . . . 100 100 . . . 100 100 100 . . SF 22 . . A<. 100 . . . . . . 100 100 100 100 Si 25 . . a<37 68 . . . . 46 26 91 42 . 100 33 47 74 SP 23 A<63 32 54 74 9 58 67 53 26 100 NT 23 100 . A<. 100 100 100 100 NF 30 . 100 A<_ 100 100 100 100 100 NJ 19 2 64 A<. . 72 . 23 81 3 . 60 100 . . . . NP 33 98 36 A<. 28 100 77 19 - _ 100 . 97 100 40 . . . . . TJ 10 2 A<37 . 72 . . . 46 26 . . . 100 3 . . . 33 47 . . TP 38 98 . A<63 . 28 100 54 74 97 100 . . 67 53 . . FJ 34 . 64 A<. 68 . . 23 81 . . 91 42 . . . . 60 100 74 FP 18 . 36 A<. 32 77 19 9 58 100 . . . 40 26 100 ZPrv'L b29~S
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6-JON-1997 09:59 VOIdtlF:115 IRtI:372-60 R.7R SIXifi2ffAT16N STUDY : FkMAL8 3401MR.4 AC9;D 25-34 Table 241 Page :~84 4.F: Usual Brand Based on Came1 Campetitive C.ampaign AdSAM Raters Total NT 1QF ST SF INT F1aT INF ENF IST S.ST ISF ESF II¢FP ISTJ .... N1'..... .... NF..... ....S2..... .... SF..... Catso Other Caix Other Cauc Other Caw Otllwx SaaP1e Base 40 10 10 9 3.1 1 9 3 7 4 5 2 9 3 4 8 2 9 1 7 2 10 1 Weighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Colnmn Ref>Versus Lower Case 80% Upper 90% A B>AC9~EE C>AWE D>ABCE FJA8011 F>AG UAH J>AR lUAJ IJAM ?D•AL N>AO O>AN P>AQ 0>AP R>AS S>AR T >AU U>AT V>AW W:~-AV Vtltra 7av Tar/Lights 85mm 100mm+ WINSTON 5 4 2 11 5 100 1 10 . 4 16 . 7 . 4 4 8 3 . 20 . 6 . PU11 Flavor 1 1 . 2 1 . 1 . . 4 . . 2 . 4 . 8 . . 3 . 2 . 85ma 1 1 . 2 1 . 1 . . 4 . _ 2 . 4 . 8 . . 3 . 2 . 100mm+ Low Tar/Lights 4 3 2 10 4 100 . 10 . . 16 . 5 . . 4 . 3 . 17 . 4 85- 2 3 . 4 . 100 . . . . 7 . . . . 4 . . . 7 . _ 100.m+ 3 . 2 10 . . 9 . 5 . . . . 3 . 10 Vtltra Lov Tar/Lights . . . 85mm, 100mm,+ Winston Select 1 1 . 6 . . 1 . . 4 7 . . . 4 . 8 . . 10 Winstoa Regular 4 3 2 6 5 100 . 10 . . 9 . 7 . . 4 . 3 . 10 . 6 . NEY7PORT Full Flavor 85= 100=R* Low Tar/Lights 85nm 100nm+ Utitra Low Tar/Lights 85mm SALF1f 100nm+ Fall Flavor 85= 100nm+ Low Tar/Liqhts 85= 100mm+ Vtltra Low Tar/Lights 85z= 0 r. C"a Q-(.9
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6-JON-1997 09:59 W7RET:115 DELI: 372-60 RJR. SEGbIIPlATIOH STODY : FPZOLL S6A10;RS AGM 25-34 Table 281 Page 291 Q.F: Usual Brand Based on Camei Competitive CaaQaiga AdSAM Raters Total 27T NF ST SF II7T ENT IIa' F1g IST EST ISF ESF PSa'P ISTJ .... PT..... .... NF..... .... ST..... .... SF..... Caoc Other Cauc Other Cauc Other Cauc Other Sample Sase 40 10 10 9 11 1 9 3 7 4 5 2 9 3 6 8 2 9 1 7 2 10 1 Weighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Coluon Ref>Versus Lover Case 80fl Upper 90% A B>ACDE C>A= D>ASCE E>A8M - F>AG G>AF HDAZ I>AFt J>AB R>A7 L»iM DDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AV V>AT V>AN R>AV 100+ SAV M ULTRA SAN TARJLIQiTS . . . . . . . . . . . . . . . . . . . . . . 85 - • • • - . . . . . . . . . . . . . . . . . 100+ . . . . . . . . . . • • - . . . . . . . . - 9Et'L 589I5
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6-JUN-1997 09:59 BOIitEF:115 DRI:372-60 RJR SEMEW'fATIQt STt7DY :FEMNt-F' SFSORSiS A® 25-34 Table 241 Page 283 Q.F: Usua1 Brand Based on Camel Coataetitive Cazpaigx AdSAM Raters Total HT FF ST SF IliT F1Pf IIPF ENF IS! EST ISF ESF IIaFP ISTJ .... 1Qi..... .... RF..... .... ST..... .... SF..... Sample Bsse_ 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 Cane 8 Other 2 Cauc 9 Other 1 Caw 7 Other 2 Cauc Ofher 10 1 Rrigated Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test C.olunn Rsf>Persus Lower Case 80! Upper 90% A 8>MDE CpABDE DND= E'bABCD F>AG 4AF FDAI I>AH J>A2C AhT LNM ?DAL F>AO O7AF P>AQ Q>AP FVAS S>AR T>AU U>AT V>AA W>AV FVSS. BRICE: bRRISM (2ariM) 71 91 60 81 60 . 94 90 50 91 73 100 47 . 91 - 91 92 54 100 65 100 65 . MAYWORO (28A 71 91 60 81 60 . 94 90 50 91 73 100 47 . 91 91 92 54 100 65 100 65 . Btil.l Flavar 24 46 8 14 29 . 48 35 . 35 . 39 26 . 35 51 . 10 . 26 . 31 . 85mm 16 23 . 14 29 . 24 . . 35 . 39 26 . 35 25 . . . 26 . 31 . 100mm• 8 23 8 . . . 24 35 . . . . . . . 25 ' . 10 . . . . . Low Tar/Lights 45 37 51 67 31 . 38 55 50 56 73 61 21 . 56 40 . 44 100 39 100 33 . 85mm 33 18 38 44 31 . 19 . 50 . 73 61 21 . . 20 . 29 100 39 49 33 . 100mm+ 13 18 13 23 . . 19 55 . 56 . . . . 56 20 . 15 . . 51 . . MtRI3ORO MENTHOL . . . . . . . . . . . . . . . . . . . . . . . . Full Flavor . . . • • . . • - - . . . . . . . . . . . . . . . 85mm SOOmm+ Low Tar/Lights 85mm 100mm+ CAMEL (HIAf+FA C4MEL (2AA Full Flavor- 85mm 100mm. Low Tar/Lights 85mm 100-+ Utltra Low Tar/Lights 85mm 100mm+ fAAff.L tdtiTHOL Full Flavor 85mm 100mm. Low Tar/Lights 85mm 100mm* BZtL 689~S
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6-7UX-1997 09:59 vOIdiEF:115 DRI:372-60 R7R SEGM2iTATIOH STUDY : FE?R7E SM024Ri.S At,E9 25-34 Table 246 Page 296 4.4a-m: Vsual Brand Lifetype Preferences : Dimrnsion SN Based on Usaal Brand XIHSTON Smokers - Total NT NP ST SF IIiT PNf INF OZtF IST EST ISF FSF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Sample Base Weighted Base 23 4 9 1 1 1 10 3 8 3 2 1 2 1 1 0 1 0 3 1 7 3 2 1 6 0 3 0 3 1 Canc 3 1 Other 1 0 Cauc Other 1 0 1 0 Cai 7 3 Otber 3 1 Cauc 7 3 Other 1 1 Sig Test Coltmat Ref>Versus Lover Case 804 Upper 90% A B>ACDE C>ABDE D>ABCE E>A8C9 F>AG G>AF fDAI DAii J>A!C R>AJ L>AM M»AL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AU U>AT V>AN W>AV Fact 60 . 100 58 79 . . 100 36 64 100 73 36 . . 100 56 64 74 100 Courses imolvixg theory 40 100 - 42 21 100 100 . 64 36 . 27 64 100 100 . 44 36 26 . Imaginative people 48 92 100 63 8 100 82 100 64 62 . 10 64 100 . 100 70 36 10 . Piealisti.c people 52 8 . 37 92 . 18 . 36 38 100 90 36 . 100 30 64 90 100 A practical person 54 15 . 58 73 28 . . 64 56 100 66 64 15 . . 64 36 66 100 An ingenious person 46 85 100 42 27 72 100 100 36 44 . 34 36 84 100 100 36 64 34 . Someone who is always coming up with new ideas 46 38 . 45 58 . 82 - 36 47 . 73 35 42 - . 29 100 47 100 Someone who has both feet on the grovnd 54 62 100 55 42 100 18 100 64 53 100 27 64 58 100 100 71 53 Literal 51 53 - 52 56 100 - . 36 56 100 44 36 58 . _ 56 36 71 . Figurative 49 47 100 48 44 . 100 100 64 44 . 56 64 42 100 100 44 64 29 100 ~ ?vr-'6L 689IS ~
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6-JSAQ-1997 09:59 VOSRF F:115 DRI:372-60 RJR SEGME2iTATION STOD7 4 A® 25-34 FF2A7E SMO1Q12 Table 248 Pa e 298 . : . g 4.4a-m: Usual Brand Lifetype Preferences : Dimen.sicn JP1 Based on Usual Brand WINSTON Smokers Tota2 1PT NF ST SF IIiT FNT INP IIa8 IST EST ISF ESF FNFP ISTJ .... NT..... .... NF..... ---- ST..... ....SF..... Sample Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 Caua 3 OtSxr 1 Ca.ac 1 Other 0 Cam 7 Other 3 Cassc 7 Other 1 Weighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Column Ref>Versus Lover Case 80% Upper 908 A B>l4CDE QABaE D>ABCE E>ABOD F>AG GJAF H>AI I>AH J1A1C IOAJ SJAM 2DAL 27>AO ONN P>AO Q>AP R>AS S>AR TNW V>AW W>AV Plan what it aill do and when 47 8 . 46 72 . 18 . . 59 100 64 . . 100 . 39 73 90 . Just go 53 92 100 54 28 100 82 100 100 41 . 36 100 100 - 100 61 27 10 100 Arrange dates, parties, etc.., well 29 . . 23 51 . - - . 29 100 37 . . . . 20 36 64 in advance Be free to do whatever looks like 71 100 100 77 49 100 100 100 100 71 . 63 100 100 100 100 80 64 36 100 fim when the time comes Orqanize the job carefully before it 54 23 . 37 92 28 18 - . 48 100 90 . 16 100 . 27 73 90 100 starts Find out what is necessary as it 46 77 100 63 8 72 82 100 100 52 . 10 100 84 . 100 73 27 10 . goes along Hice to be able to plaa accordingly 55 . 47 . 51 71 72 18 - 64 48 100 63 64 42 100 . 37 100 64 100 A little tmpleasant to be tied davn 45 53 100 49 29 28 82 100 36 52 . 37 36 58 . 100 63 . 36 . Scheduled 40 . . 31 71 40 100 63 . . . . 20 73 64 100 Unplanned 60 100 100 69 29 100 100 100 100 60 . 37 100 100 100 100 80 27 36 . Systematic 35 . . 23 66 - - . . 29 100 56 . . . . 20 36 82 . Spoataneovs 65 100 100 77 34 100 100 100 100 71 . 44 100 100 100 100 80 64 IS 100 ~ v y L V 4 Q 4 7 9 0 9
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6-Jtl1Q-1997 09:59 v0IdtEF:115 DFLI:372-60 FJR SECIIii'ATION STUDY :F09kLE 866OMERS A6ED 25-34 Table 235 Fa9a 293 4-F: Usual Brand Based oai Camel Ca®petitive Campaign Raters Total NT NF ST SF IST PSQFP ISTJ .... NT..... .... RF..... .... ST..... .... SF._... Sanple Base 48 11 13 13 11 1 10 3 10 6 7 2 9 6 5 Canc Other 8 3 Caoc Other 12 1 Cauo Other 9 4 Caue Ot1'+er 10 1 Weighted Base 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Column Faf>Versus Lw.er Case 80% Upper 90% A B>ACDE C>A8M D>ABCE FDABCD F>AG 6>AF II1AI DAH J>!1R IOAJ L>AM 19AL H>AO O>AN P>AQ 4>M R>AS - S>AR T>AV V>AT V>AW i7>AV 100mmt Low Tar/Lights 85ma 100=+ Utltra Low Tar/Lights 85mm 100MM+ BASIC (2AHM) BASIC (HIQ) Full Flavor 85mm 100mm+ Low Tar/Lights 85: 100=+ Vtltra Low Tar/Lights 85= 100.=+ BASIC MENTAOL Full Flavor 85= 100=. Low Taz/Lights 85a 100=+ Vtitra Low Tar/Lights 85mm 100=+ GPC (P42+)A GPC (2At) Full Flavor 85= 100um. Low Tar/Lights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . ' ' - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ' ' - . . . . . . ' ' • ' 8et,L 689'5
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6-JVN-1997 09:59 VOLREF:115 DRI:372-60 RJR SEGMENTATION STUDY : FIIMLE SMOME:tS AGED 25-34 Table 252 Page302 4.5a-m: Non-Usual Brand Lifetype Preferences :D+•enr±oa EI2 : Winston Based on ConPetiti.ve WINSTON Paters Total NT NF ST SF INT F1iT II1F ENF IST EST ISP ESF P3WP ISTJ .... t7T..... .... BF..... .... ST..... .... SF..... Sample Hase 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Ca. 10 Other 2 Cauc 16 Other 1 Cauc 9 Other 7 Cauc 12 Othex 0 weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 - Sig Test Column Ref>Versos - ' Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF FDAI I>AH J>AK 1C>AJ L>AM 29AI. N>AO O>At7 P>AQ 0>AP R>A S S>AR T>AU V>AT V>ASi W--AV Join in the talk of the group 41 38 A<22 C<55 59 100 26 37 17 40 84 56 62 10 6 39 28 A<25 . 49 63 59 Talk with one person at a time 59 62 ADf/8 45 41 . 74 63 83 60 16 44 38 90 94 61 72 A<75 100 51 37 41 Introduce others 40 15 51 42 43 . 18 98 35 38 48 83 4 22 . 17 - A<57 . 44 39 43 Get introduced 60 85 49 58 57 100 82 2 65 62 52 17 96 78 100 83 100 A<43 100 56 61 57 Hearty 54 49 54 53 60 100 39 40 59 46 67 44 76 41 . 55 . 60 . 54 52 60 Quiet 46 51 46 47 40 . 61 60 41 54 33 56 24 59 100 45 100 40 100 46 48 40 Reserved 56 54 ADC78 A<24 55 . 64 63 83 24 24 46 64 94 94 49 100 A<76 100 16 35 55 Talkative 44 46 A<22 AC<76 45 100 36 37 17 76 76 54 36 6 6 51 . A<24 . 84 65 45 Calm 67 65 69 A<48 83 94 59 63 71 62 22 100 66 94 100 61 100 65 100 56 37 83 Lively 33 35 31 A<52 17 6 41 37 29 38 78 . 34 6 . 39 - 35 - 44 63 17 L Fj24T5
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6-JUN-1997 09:59 0.12a_ Non-IIsna.I Brand Affinity Rating : Winston Based on C.caPetitive WINSTON Raters Sample Base Weighted Base Sig Test Column Ref>Versus yower Case 808 Vpper 90% This is a hic)}il.y desirable brand for ne - like a really close friend This is qnite an acceptable brand for me - like a good friend This is an okay brand for me - like a more casual friend I am neutral and have no real opinion about this brand one vay or the other. It's like a person I could take or leave I have mixed reactions to thi.s brand . It's like someone I could take only in small doses I reject this brand_ It's like someone I'd rather not be around I hate this brand. It's like an exxmy, someone I'd avoid at all costs vOLitE!':115 DR1:372-60 R7R SECHENTATION STUDY :FEMME Sk402Mdt3 ACEO 25-34 Table 250 Page 300 Total NT NY ST SF iST FS1' SSF SSF St7FP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... 57 90 12 19 17 30 16 20 12 22 2 3 10 16 4 8 13 22 8 13 8 7 5 11 7 11 8 11 2 3 Cauo 10 17 Other 2 2 Cauc 16 27 Other 1 3 Caua 9 11 Other 7 8 Casx Other 12 0 22 0 A B>ACDE 0>AffiSE D>ABCE E>AB@ F>AG ©AF FDAI I>AH J>AR 2C>AJ L>AM NDAL N>AO O>Att P>AQ 0>AB R>AS S> AR T>AII V>AT V>AW W>AV 14 10 A<. AC<40 13 . 12 . . 51 20 27 11 . A<. . 58 16 13 8 4 10 a<19 5 . 13 22 14 . . 2 . 5 . 11 - 26 30 26 28 32 36 31 76 12 24 47 44 28 24 100 21 72 31 . 3 71 36 27 44 DC30 A<6 29 100 33 40 3 12 29 28 6 . 46 28 23 100 9 2 29 17 15 AD<31 A<3 12 18 24 33 . 7 . 24 69 . 17 . A<34 . 4 . 12 1 1 1 . 1 . 2 2 10 20 10 89ZS
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Sample Base 48 11 13 13 11 1 10 3 10 6 7 2 0 6 5 8 3 12 1 9 4 10 1 Weighted Base 83 17 31 16 18 1 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Sig Test Colsmn Ref>versas Lorer Case 808 Upper 90% A B>AtaE bAME D>ABCE E>ABM F>AG Gh0.F Ei>A1 1>AH J>A2C 1DAJ IJAM lYDAL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AV V>AT V>AW W>AV 2fonarch (N" b9onazch CMy Montclair UIIo Players QQ Pyramid 01) . . . . . . . . . . . . . . . . . . . . . . . Raleigh Extra (Nt9 Style (MA Viceroy (2Ap . . . . . . . . . . • - • • . . . . . . . . . Geixric/Private Label (NM+?Q . . . . . . . . . . . . . . . . . . . . . . . Generic/Private Label (2d1) Generic/Private Label O:d) OYher Savings (NM+M3 Other Savings (NM) . . . . . . . . . . . . . . . . . . . . . . . Other Savings (M) FVLL PRICE or SAVINGS: Full Price 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Savings NON-bmTTHOI, or )&27THOL: Naci-m~thol . 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Menthol STRENGTIi: Full Flavor 27 47 14 23 35 . 49 35 10 30 16 39 34 20 46 56 4 16 . 33 8 38 . Low Tar/Lights 60 45 55 77 65 100 43 65 53 70 84 61 66 43 54 44 52 51 100 67 92 62 100 Oltra Low Tar/Lights 11 . 31 . . . . . 37 . . . . 37 . . . 34 . . . . . Not stated 2 7 . . . . 8 44 . . . . . . LB7GTH: 85mm 63 55 47 76 85 100 53 . 57 62 91 100 79 14 42 54 56 42 100 91 53 91 . 100= 35 38 51 22 15 . 39 100 41 35 9 . 21 82 54 46 . 56 . 7 47 9 100 120mm 1 . 2 1 . . . . 2 3 5 4 . . 2 . 2 . . . Not stated 2 7 . . . . 8 44 . . . . . . TOTAL FULL PRICE 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 FP NON-?ES7THOL 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 FP N!i FULL FLAVOR 27 47 14 23 - 35 . 49 35 10 30 16 39 34 20 46 56 4 16 . 33 8 38 . 85 19 26 6 22 31 . 27 . 7 28 16 39 28 14 42 31 4 6 . 30 8 33 . OZt,G 683:q
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_ 0 9 * *•' ' ' 0 s 299 b 49 6-JbN-1997 09:59 VOLRF.F:115 DitI:372-60 RTR SEGt43iTATION STUDY : S62Q RS AG ED 25-34 EK Ta le 2 Paq Q.14: Usual Brand Attribute Ratings Based on Vsual Brand WINSTON Smokers Total NT 2Ar ST SF IliT IIiT INF tSCF IST EST ISF ESF f27FP ISTJ ....1P1..... .... HF..... .... ST..... ....Sf..... Sample Base 23 4 1 10 8 2 1 0 3 7 2 6 0 3 Cauc 3 Other 1 O:ano 1 Other 0 Cavc 7 Other 3 Cam 7 Other 1 Weighted Base 9 1 1 3 3 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Column F.rf>versus Lower Case 806 Vpper 90% A BJACDE qRBDE D>74BCE FJABm F'>AG G>AF H>AI INIB J>AK AAJ IJAM YDAL 2nAO O>AN P>AQ 4>AF R>AS 8>AR TMII II>AT V>AiI W>AV Is too saooth 3 . . 8 . . . . . 10 . . . 36 . Has jvst the right amoLart of 89 100 100 92 80 100 100 100 100 90 100 74 100 100 100 100 100 64 100 . smoothness Is not smooth enough 8 . . . 20 . . . . . . 26 100 Too moch full bodied taste 3 . . 8 . . . . . 10 . . 36 Just the right amrnoat of full bodied 97 100 100 92 100 100 100 100 100 90 100 100 100 100 100 100 100 64 100 100 taste Too little tar and nicotine 9 38 . 8 . 72 . . . 10 . . . 42 . . . 36 . . Just the right amoaat of tar and 74 62 100 78 72 28 100 100 73 79 100 64 73 58 100 100 . 92 27 90 nicotine Too much tar and nicotine 17 . - 14 28 . . . 27 11 . 36 27 . . . 8 38 10 100 The right level of ease of draw 92 100 100 100 80 100 100 100 100 100 100 74 100 100 100 100 100 100 100 Too hard to drav smoke through 8 . . . 20 26 100 filter Taste too strong 3 . . 8 . . . . . 10 . ' . . . . . 36 . . Has the right level of strength 94 100 100 84 100 100 100 100 100 79 100 100 100 100 100 100 100 27 100 100 Taste too liaht 3 . . 8 . . . . . 11 . . 38 ~t~L 62919
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51689 7423 0 ' LT ' L£ " 4T ' £T S£ ' TZ ' 0T S£ LT ' ZT ' 9T 0Z £T ZT SI £ZT xofi 00T T£ ' 09 ' 9£ " 95 S 65 LZ T9 £9 S T4 ' 05 00T 9£ LZ I£ TS 9£ 95> xoH ' ZS 00I £T 00T 05 00T T£ 09 T4 ZS 6£ L4 09 ZII 00T 6£ - 69 ZS 95 L£ 69 68L XoH 000'0 T68'0 000'0 99L'0 000'0 L69'0 000'0 Z59"0 998"T T58'0 986"0 6L£"T 096'0 998'T 9LL'0 TSS'0 909 '0 000'0 9Z8'0 696'0 0Z9'0 89S'0 9L£'0 m~3 P=EP~7S 000'0 8T8'Z 000'0 SZ0'Z 000'0 Z60'Z 000'0 9b8"T Z£C £ 4LD'T TS6'Z 0S6'T LDT'Z Z£L'£ L90'Z 956'0 6T8'T 000'0 0DL'Z L06'Z 096'T 96L'T 99£'Z ac'r~ESnaQ p3Ep~eZS 00'S SZ'9 00'6 00'4>V 00"L S9'9 00'L £L'S £6'S ZZ'L £0'9 95'9 L4'9 £6"S ST"9 OL'L 88'S 00'S LT'9 SZ'9 ZS'9 58'S ZZ'9 aiooS ueaq~ LT ' 9Z S£ ' TZ ' - SE 9T DT ' ' L pES dTa-IX3 T TT ' 4I ' £T 0T ' LT ' ZT - ' 9 £T ZT 8 Z £ 9 001 TZ ' OS ' SZ ' 95 5 ' 6I T9 £9 S 8Z ' 09 00T 9Z LZ ZZ TS T£ S ' 0T " - - TT 65 £T £T " - " OT - OT ' 9 9 ' 9T ' £T 00T 8T OOT £T 9 " LT ' 6 4 LI 59 TZ ' £T L 6Z IZ 6T L 8 ' 6£ 00T ' ' Z£ ' 8T 95 T9 S£ 6£ L£ 9s SZ 5£ LT ' 9£ 59 8Z LT T£ Amvi LT---34xCd 6 AY<A MY<A 7.Y<II !1\KS T1Y<S StKli d7<0 bY<d HFKO O7<N RYoI YiY<Z fHai YFf<P HV<I IYH 3Y<J :Ai<d mBY Q 3JflY<Q 3081i<J mY<8 v S06 -d41 i08 asE'J =a-2 srssae<3ag ~To' Zsay bTs T LI 9 L £ 6T T IIT 6 £ DI 5 8 S LT S ST T 8T £T ZZ 9T 89 asEfi paactbgad T OT Z L I 6 Z 8 9 £ 6 Z S 4 L £ 6 I TI 6 0T 0T 04 asEB aT&mS z°tt'~0 -Eo xaY30 -E'J ~i30 xE3 S~O ~~ "' . ' .as .... ..... 11.... I ,ts Fs as ut TE'aca 8LZ Sbvd 9£Z aTQEi 9E-SZ 0a1h' StLiYOFiS 3Z1tKd3 : iQIIis ttOZSYTKdmQS Y[RI 09-ZL£=Ida STT=3wT0A ss+3EtI xdSPY u5pft --Ia = YMSP"d ~3~0 T-KwO :ZZ'O . 65=60 L66T-DiCtC-9
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6-JtlN-1997 09:59 VOIRSF:115 DRI:372-60 RdR SLQMENTATION STUDY : FfMLE gIORRS AQ9 25-34 Table 241 page 287 4•F: Usual Brand Based on Camel C.ampetitioe Canpaiqa AdSAM Raters Sample Base Total N8 ST SF INT ffiiT IIO?' F1QF IST L'ST ISF ESF EStFP XSTJ .... 2iT..... ..-.NF..... •...ST..... .... SF••..- Caua Other Cauc Other Cauc Other Caoc Other 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 8 2 9 1 7 2 10 1 Weighted Base 68 16 - 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Co1mmn Ref>Versus Loser Case 808 Upper 906 A 8>ACDE C>ABDE D>ABCE FJAHCD F>AG QAF fDAI I>AA J>AR AAJ LNM I+DAL 2DAp O>AN P>AQ 4>AY RMS S>AR T>AU U>AT v>1W N>Av 100mm+ • . . . . . . . . . . . . . . . . . . . . . Low Tar/Lights 8521m. . . . . - - - • - . . . . . . - - • • - - . . 100sm+ Utltra Lo.. Tar/Lights 85= . . . . . . . . . . . . . . . . . . . . . . . lOOmm+ BASIC (lII4t2O BASIC (28O . . . . . . . . . . . . . . . . . . . . . . . Full Flavor . . . . . . - - - • . . . . . . . . . . . . . 85mm lOOmm+ . . . . . . . . . . . . . . . . . . . . . . Lon Tar/Lights 85mm 100mm* Ut2tra Lov Tar/Lights 85mm lOOmm+ BASIC MENTHOL Full Flavor 85mm 100mm+ Low Tar/Lights 85mm 100=+ Utltra Loa Tar/Lights 85mm 100mm+ GPC (2AI+AA (WC (HId1 Full Flavor . 85mm 100mm. Lo.. Tar/Lights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Z£tL 689LS
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6-JON-1997 09:59 . vOLREF:115 DR1:372-60 RJR SEQffiT'fATlON STUDY : gE2,AtE SHOP3MS ACZD 25-34 Table 241 Page 288 . O.F: Usual Brand Based aa Camel C.ompetitive Campaign AdSAM Raters Total HT 1¢F ST SF 47T EBT ZFF ENF ZST EST ISF ESF FFFP 1STJ .... tiT..... .... NP..... .... ST..... .... SF..... Catx - Other Cauc Other Caw Other Cauo Other Sanple Base 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 8 2 9 1 7 2 10 1 Weighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Colvmn Ref>Versus Lorer Case 809 Vpper 908 B>M;DE dAffiK D>ABCE E>ABCD F>AG GQAF FDAZ 2i>AO ONiM P>AO 0>AP R>AS S>AR T>AU U>AT V>AA W>AV 85nmm 100UM+ Vtltra Lov Tar/Lights 85mm, 100mm+ GPC Aff'drPfiOL Full Flavor 85- lOO:r Lov Ter/Lights 85: 100=+ Otltra Low Tar/Lights 85= 100mm+ OTFffi2 SAVII3GS: Alpine (NM+l.) Alpine Q3YD Alpine 00 Pmericcan (28d3 Best Value (2M+M) Best Value (MQ Best 9alue 00 Bristol (2AA 81,11 Durham (I~p Cadaridgc 00d*M) Cambridge <2AA Camtu'idge (!D Harley-Davidson (2" ti+.l;f+., (28q Misty (l24t20 Misty (2AA Misty 00 Monarch (ra0n £~~jL 689T.S ~
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6-JON-1997 09:59VOLRF.F:115 DRI:372-60 R.7R SEGMENTATION STUDY : FPMALE SMOpmRS AGSD 25-34 Table 235 Paqe 276 Q.F: Usual Srand Based oa Camel C.ompeti.tive Campaign Raters - Total HT DR' ST S8 ISPC £liT IlaF F2tF ISP EST ISF FSF IIiFP IS'tJ .... NT..... .... NF..... _ _ . . ST ..... . . .. SF. . . _ . Ca= Other Cassc Other Caw Other Cane OLher Sample Base 48 11 13 13 11 I 10 3 10 6 7 2 9 6 5 8 3 12 1 9 4 10 1 Weighted Base 83 17 31 16 18 I 17 5 26 8 8 5 14 13 5 14 3 28 3 10 6 17 1 Siq Test Co1umn Ref>Versus Loaer Case 80% IIpper 90% A B>ACDE C>ABVE D>ASCE S>ABCD F>AG G>,4F H>AI I>AX J>AA A>lr7 L>AM I+DAL N>AO O>PN P>AQ Q>AP R>A S S>AR T>AU II>AT V>A17 W>AV 100+ 9 21 9 1 5 . 22 35 3 3 . . 6 6 4 25 . 9 . 2- . 5 _ FP 2M LOW TAR/LIGHTS 60 45 55 77 65 100 43 65 53 70 84 61 66 43 54 44 52 51 100 67 92 62 100 85 39 28 27 55 54 100 26 . 32 34 76 61 52 . . 23 52 19 100 60 46 58 . 1004 21 17 29 22 11 . 17 65 21 35 9 . 14 43 54 20 . 31 . 7 47 4 100 FP 2Af tJLTIL4 LOW TAR/LIGHTS 11 . 31 . . . . . 37 37 . . . 34 . . . . . 85 6 . 15 18 17 100+ . FP MENTHOL 6 . 15 19 . . . . 37 17 . . . . . FP M FULL FLAVOR . . . . . . . . . . . . . . . . . . . . . . . 85 100+ FP M LOW TAR/LIGHTS 85 100+ FP M ULTRA LOW TARILIGiTS 85 100+ TOTAL SAVII7GS SAV NON-ME[iTAOL . SAV 2A1 FVLL FLAVOR 85 100+ SAV NM LOW TAR/LIGHTS 85 100+ SAV 20S ULTRA LOW TAR/LIGHTS 85 100+ SAV MENTHOL SAV M BOLL FLAVOR 85 100+ SAV M LOW TAR/LIGHTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85 ~ 4Z-v,L 589T=
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6-JbN-1997 09:59 . Tahle 241 Page 290 VOLREP':115 ZniI:372-60 R.TR SEGMENTATION STUDY : FEHT-a SM01C:R.S AG£6 25-34 Q.F: Vsna1 Brae,d Based an Camel Competitive Canpaign Ad.SAM Raters Total ST SF INT FRT INF F:RF IST EST ISF ESF 12iFP ISTJ .... NT..... .... NF..... .... ST..... .... SF..... SamQ1e Base 40 10 10 9 11 1 9 3 7 4 5 2 9 3 4 CaM Other 8 2 Cauc 9 Other 1 Ca+x 7 Other 2 Cauc 10 Otliez 1 Neighted Base 68 16 22 13 18 1 15 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Col~ Ref>Versus Lo.er Case 80% IIpper 90% 100+ A 11 H>ACDE 23 QABDE 12 DNBCE 2 E>ABCa 5 F>PG . G)AF 24 }DAI 35 DAH 5 J1AK 5 PJA7 . L>AM . M>AL 6 1PN1O 23 O>AN 5 P>AQ 4>AP 25 . R7AS 14 S>AR . TNaII 3 LAAT - V>AW 5 iT>AV . FP 3dK LOA TAR/LIQiTS 62 40 66 76 65 100 38 65 67 56 90 61 66 77 56 44 . 61 100 56 100 62 100 85 40 21 38 48 54 100 19 . 50 . 80 61 52 . . 23 . 29 100 46 49 58 . 100+ 21 18 28 . 28 11 . 19 65 16 56 9 . 14 77 56 20 _ 32 - 10 51 4 100 FP 382 ULTRA LOW TAR/LIGHTS 7 . 22 28 25 85 7 . 22 28 25 100+ . . . . . . . . . . . . . . . FP Mf27THOL . . . . . . . . . . . . . . . FP M FULL FLAVOR 85 100+ FP M LOW TAR/LIGHTS 85 100+ FP M ULTRA LOW TAR/LICHTTS 85 100+ TOTAL SAVINGS SAV t~27-DF27TfI0L SAV IK FOLL FLAVOR 85 100+ SAV 15K LOW TAR/LIGHTS 85 100+ SAV N8L VLTRAa LOW TAR/LIGHTS 85 100+ SAV b927TA0L SAV M FULL FLAVOR 85 100+ SAV M LOW TAR/LIGHTS 85 . . . . . . . . _ _ • _ _ . . . . _ . . . . ~ S~~tL 6gQ~S 0 0
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6-JON-1997 09:59 V0LRF1':115 DRI:372-60 RJR SSOr41Z'PA2ION STUDY : FaMr'' SlOIMRS AGED 25-34 Table 253 8age 303 0.5a-m: Non-Vsual Brand Lifetype Preferences : z»mension SB : Kinstan Based on Comnetitive F7Z27SiON Raters Total NT N£ ST SF IliT IIiT IlaF IIiF I32 EST ISF SSF ElffP ISTJ .... PT..... .... liF..... .... ST..... .... SF.-•-. Cauc Other Ca+x Other Canc Other C'anc Ottftr Sanple Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Sase 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test C01um Ref>Versus Lower Case 806 Vpper 90% A B>ACIE C>ABDE D>ABCE FJABm F>AG G>AF FDAI I>AH JNdC 1DAT IJAM DDAL 1q>A0 ON67 P>AQ 4N1P R>AS S >AR T>AtT V>AT WAA V>nv Fact courses 75 86 79 67 65 100 83 63 85 62 76 73 57 94 100 85 100 77 100 43 98 65 Courses invol'rin9 theory 25 14 21 33 35 . 17 37 15 38 24 27 43 6 . 15 . 23 . 57 2 35 Imaginative people 35 34 29 35 42 . 41 37 26 38 31 29 55 4 6 38 . 32 . 50 15 42 Realistic people 65 66 71 65 58 100 59 63 74 62 69 71 45 96 94 62 100 68 100 50 85 58 A practical person 70 80 d<74 A<47 78 94 77 63 78 41 58 73 82 79 100 78 100 71 100 25 76 78 An ixgetious person 30 20 26 Ac<53 22 6 23 37 22 59 42 27 18 21 . 22 . 29 . 75 24 22 8omeone who is always coming up with new ideas 32 54 aQ9 32 32 94 46 37 13 38 19 . 62 2 6 59 . 21 . 43 16 32 Someone who has both feet on the grouad 68 46 a<81 68 68 6 54 63 87 62 81 100 38 98 94 41 100 79 100 57 84 68 Literal 68 96 d<72 A<46 60 96 97 63 75 27 81 73 48 98 100 99 72 69 100 15 87 60 Figurative 32 4 28 Ac<54 40 6 3 37 25 73 19 27 52 2 . 1 28 31 . 85 13 40 R~f,~L 63913
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fi-JON-1997 09:59 VOLIMP:115 DR2:372-60 R7R SM10PATION STVDY :FEMhr-x' StAOKFRS A6ED 25-34 Table 254 Page 304 Q.5a-m: NoQS-Vsual Br-~d i.i.fetype Preferences : Dimensicai TF : Winstoa Based on CoMetitive WIRSfON Raters Total NT NF ST SF INT IIiT INF EN8 IST EST ISF ESF Fl7SP ISTJ .... NT..... ....NF..... .... ST..... .... SF..... Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cane 10 Other 2 Cauc 16 Other 1 Cauc 9 Other 7 Canc 12 Ot2ier 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colum Ref>Versus Lower Case 80% t7pper 90i A S>ACDE C>ABiE D>ABCE E>ABCD F>AG G>AF Fi>AI I>AH J>A2C lUA7 L>AM lY>AL N>AO O>AN P>AQ Q>AF R>AS S7AR T>ALT V>AT V>AW W?AV Its heart rale its head 32 49 aQ1 34 33 . 59 37 15 25 50 56 10 4 6 44 100 23 31 36 33 Its head rule its heart 68 51 a<79 66 67 100 41 63 85 75 50 44 90 96 94 56 . 77 100 69 64 67 Value sentimexit more than logic 31 23 32 26 43 . 27 37 30 19 39 29 56 10 6 22 28 25 100 31 18 43 Value logic more than smtincit 69 77 68 74 57 100 73 63 70 81 61 71 44 90 94 78 72 75 69 82 57 Coavincing 75 69 79 77 73 94 64 63 85 76 80 100 48 94 100 - 76 . 77 100 64 95 73 Touching 25 31 21 23 27 6 36 37 15 24 20 . 52 6 . 24 100 23 . 36 5 27 Analyze 70 61 ADC88 A<48 74 94 54 60 97 27 88 73 74 - 94 100 67 - A<86 100 9 100 74 Sy.pathize 30 39 A<12 AC<52 26 6 46 40 3 73 12 27 26 6 . 33 100 A<14 . 91 - 26 Determ+ *+«d 65 64 67 70 59 . 77 63 68 62 84 29 88 86 100 71 . 74 . 55 89 59 Devoted 35 36 33 30 41 100 23 37 32 38 16 71 12 14 . 29 100 26 100 45 11 41 GtaL GBOTS 9 0 0
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• 6-JU27-1997 09:59_ 0.darm: Vsval Brand Lifetype Preferences : Dimrnsioa E12 VOIdtEPa15 DRI:372-60 R7R SEGHM TATI~Q STtlD7[ : FE19tLE SMOKERS AGED 25-34 Table 245 Page 295 Based on Vsnal Brand RIIQSTON Smokers Total NT NF ST SF IPT ENT IIqr EBF IST ESf ISF ESF EtA'P ISTJ ....1P1..... .... IQP..... .... ST..... .... SF..._. Saagle Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 Cava 3 Other 1 Cauc 1 Other 0 Caua 7 Other 3 Cano 7 Other 1 Weighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Co1imn Ref>Versos Lover Case 80% Vpper 90% A B>ACM CNBDE D>ABCC E>ABCD H'>AG QAF Ff>AI I>AH J>AK AAT L>AM IAAL N>AO 0>ATI P>A4 4» MAS S>AR T>AV V>AT V>Ap W>Ikv Join 3a the talk of the group 82 100 100 84 71 100 100 100 27 100 28 82 27 100 100 100 80 100 63 100 Talk aith ane persaa at a time 18- . . 16 29 . . . 73 . 72 IS 73 . . . 20 . 37 . Introduce others 57 62 . 51 71 28 100 . 36 55 28 82 36 58 100 . 37 100 63 100 Get introduced 43 38 100 49 29 72 . 100 64 45 72 18 64 42 . 100 63 . 37 . Hearty 60 100 . 70 42 100 100 . 100 61 . 54 100 100 100 . 61 100 53 . Quiet 40 . 100 30 58 . . 100 . 39 100 46 . . . 100 39 . 47 100 Reserved 19 8 . 24 21 . 18 . 36 21 100 . 36 . 100 . 10 73 27 . Talkative . 81 92 100 76 79 100 82 100 64 79 . 100 64 100 . 100 90 27 73 100 Calm 28 . . 31 42 . . . 36 29 100 26 36 . . . 30 36 27 100 Lively 72 100 100 69 58 100 100 100 64 71 - 74 . 64 100 100 100 70 64 73 GttL 589T5
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6-JOR-1997 09:59 VOIdtp1':115 DAI:372-60 RJR SEMEIMATION STtfiY : fP2WE sd010'3tS A«'D 25-34 Table 247 8aqe 297 Q.da-II: Usual Brmd Li.fetype Preferences : Dimension TF Based oa IIsval Brand WIIISTON Smokers Total Nt ST 1ST FST ISF ESF El7FP ISTJ .... tiT..... ....RF..... .... ST..... .... St..._. - Caoc Other Cauc Other Canc Other Cavc Other Sample Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 3 1 1 0 7 3 7 1 FTeighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Siq Test Coluen Ref>Verstu Lover Case 80% Upper 9016 A 8>ACDE CY7BDE D>ABCE FJABCD F>AG G>AF FDAI I>A8 J>7i1C AAJ LJAM ?DAL N>AO O>AN P>AQ Q>AP R>AS S>AR. T>AII II>AT V>AN V>A® Its heart rule its head 58 85 100 43 55 72 100 100 . 55 28 63 . 84 100 100 46 36 44 100 Its lxad rule its heart 42 15 . 57 45 28 . . 100 45 72 37 100 16 . . 54 64 56 . Value sentimmt more than logic 62 77 100 35 80 72 82 100 27 37 100 74 27 84 . 100 27 62 100 . Value logic more than sentiment 38 23 . 65 20 28 18 . 73 63 . 26 73 16 100 . 73 38 . 100 Coaivincing 60 53 . 80 52 100 . . 36 93 . 66 36 58 . . 75 100 66 . Touching 40 47 100 20 48 . 100 100 64 7 100 34 64 42 100 100 25 . 34 100 Analpze 40 62 . 56 22 100 18 . 64 54 . 28 64 58 100 . 44 100 28 . Sympathize 60 38 100 44 78 . 82 100 36 46 100 72 36 42 . 100 56 . 72 100 Determined 57 23 . 78 56 28 18 . 27 93 28 64 27 16 100 . 72 100 71 . Devoted 43 77 100 22 44 72 82 100 73 7 72 36 73 84 . 100 28 . 29 100
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51689 74311 . . . . - - • - • - - . . . • MRO =0"Td TTttS z0KIRM 7vaa +a00T M58 . . . . . . . . . . . . . . . . . . . . . . . syq&cZ/i¢i rai -'inA *=ZOOT T ET 8 4 Z 6 1 ' L - L MGS +3R6?Z/RS A0I +CM00T muS8 zo"T3 TTtLH 6wU 'ivxOQ 0d+Y8I) RYlSOQ -S9LIIAtiS Q+U dH MDR40 (6IIi) dH nxn0 OQ+y$n deI =aq,40 00 se?TS QiTZTbi?A OID1) S-TS e?uTb2?A 00T £T I9 SZ 6 6T ' L ' L 04+Tw -TTS Q?UX&-C?A . . . iT . . . . . . . . 0T . . . . . . 9 - . T ow 06-4neA . . . . . . . . . . . . . . . . . . . . . . . 0'IIi) QE%XS . . . . . . . . . . . . . . . . _ • • - . _ • oui) U04Aa3eS 0az) ucaYs OIDi) Q503c's48 0ai) 115?om • - - - - - - - - . . . . . _ _ . _ . . . . . 000 pcr+mQTisvd W TTpYI ITYd OmBi) TTvK TTYd 0H3di) TTpPi TM 00 ^Ox . . . . . . . . . . . . . . . . . . . . . . . ow Aos (YI+FIIi) -OLi AY~li !l7<A SY<!i IIY<S YV<S SYQi dY<b bVI<d t1Y<0 OhQi 'M6i YMCI L*d4I YlKP H7<I IWi 3Y® `StIGI QJHYQ 3D ed<Q SQfl1f0 30Jv<fi Y 906 -dcTIl i08 as-) --7 msxaA<3w'H ~TOD ;-Z biS I LT 9 L £ 6T T 4T S E 9T S 8 S LT S ST T 8T £T ZZ 9T 89 ase8 FWZq5?aA T 0T Z L i . 6 Z 8 4 E 6 Z S II L £ 6 T TT 6 0T 0I 04 asQB's aTd-S =Wi'i0 -wo -mO onv'J =W•R0 -vo MKY10 ~v'J ..... BS.... "...LS.'.. .....3lI"" .....SN."' fSSI d3DSd 35'd ,dSI SS3 SSI 3lLi ata St=i SDII 3S SS 3N 72S TQ"+Qd 9v: obYd TDZ aTQQS 9E-SZ OIDY SlIDIOPS 32t6Zd,at = 1[Qp7S tmISYSl73D3S VL•tI 09-ZLE=rda STT=3MOu1 Ss+3QlS YAiSPY U6?Klffw> -1?1-'h0'J T~~ uD P°iwe puess IpnsR =d'a 65=60 L66T-DZpC-9
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Total ST S£ INT IIiT II7F ENF IST ISF ESP flQFP ISTJ ....N2..... .... 7$..... .... ST..... ....SF..... Caw Other Caoc Other Canc Other Cavc Ofiher Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colnen ReP>Versns Lo.er Case 80! Vpper 90e JP1 Di B>AmE CSAffi7E D>ABCE E>ABCD F>AG G>AF FD•AI I>AH J>AR 1C>AJ L>AM IDAL lUAO O>AN 7>AQ 0>A2 R>AS S>AR T>AD II>AT V>AN it>AV aension: bJ 79 98 70 a<65 87 94 99 63 73 62 69 100 74 94 100 98 100 67 100 48 87 87 8P 21 2 30 a<35 13 6 1 37 27 38 31 . 26 6 . 2 . 33 . 52 13 13 Mean Score 105.7aD<108.26 105.10 A<102.22 D<107.52 107.50 108.41 105.30 105.03 102.23 102.20 110.28 104.85A<109.65 110.75a<108.20 108.85 104.49 111.00A<99.14 106.30 107.52 a< a< a< aM< T< Standard Deviation 6.337 3.239 7.321 6.754 4.674 1.942 3.416 7.217 7.356 6.934 6.399 1.547 5.119 3.650 0.970 3.371 1.349 7.429 -0.002 5.784 5.703 4.674 Standard Error 0.839 0.935 1.776 1.688 1.349 1.373 1.080 3.608 2.040 2.451 2.262 0.692 1.935 1.290 0.686 1.066 0.954 1.857 -0.002 1.928 2.155 1.349 Interpolated Median SN Dimension: 108.4 108.83 110.06 103.87 109.56 105.87 110.02 109.35 110.01 103.08 104.63 110.30 105.21 110.33 109.93 109.16 109.04 109.38 111.00 98.42 109.02 109.56 9S 73 95 70 65 65 94 95 63 73 64 69 73 57 94 100 94 100 67 100 49 87 65 SN 27 5 30 35 35 6 5 37 27 36 31 27 43 6 . 6 . 33 . 51 13 35 Mean Score 102.1 104.16 102.25 A<100.35 101.61 107.43 103.51 101.26 102.60a<99.67 101.63 101.44 101.78 103.83 105.00a<104.13 104.44 101.97 105.OOA<97.82 103.70 101.61 AcDE< T< Standard Deviation 4.050 2.545 3.946 4.970 3.462 2.185 2.070 4.839 3.518 5.125 4.385 2.865 3.950 2.125 -0.002 2.658 0.899 4.040 -0.002 4.606 3.111 3.462 Standard Error 0.536 0.735 0.957 1.243 0.999 1.545 0.655 2.420 0.976 1.812 1.550 1.281 1.493 0.751 -0.001 0.840 0.636 1.010 -0.002 1.535 1.176 0.999 Interpolated Median E12 Dimrrsion: 104.4 105.02 103.42 102.26 102.51 105.60 104.55 101.00 103.42 102.04 103.85 101.92 104.12 103.67 105.00 105.01 104.30 103.32 105.00 98.68 105.17 102.51 8E 39 41 30 47 41 100 29 37 27 38 65 54 28 6 . 45 . 33 . 44 52 41 8I 61 59 70 53 59 . 71 63 73 62 35 46 72 94 100 55 100 67 100 56 48 59 Mean Score 98.45 97.32 97.62ab<100.23 98.99 101.13 96.57 100.10a<96.76 99.13 102_31 A< 99.94 98.06 A<94.69 92.38 97.79 92.85 98.21 92.00 100.23 100.22 98.99 Standard Deviation 5.057 4.613 5.442 5.724 3.456 0.484 4.691 5.341 5.208 5.748 5_062 2.593 3.906 3.684 1.456 4.583 1.349 5.390 -0.001 5.112 6.446 3.456 Standard Error 0.670 1.332 1.320 1.431 . 0.998 0.342 1.483 2.671 1.444 2.032 1.790 1.160 1.476 1.302 1.030 1.449 0_954 1.348 -0.001 1.704 2.436 0.998 Interpolated Mediaa TF Di+s..+<ion: 98.12 97.60 95.89 99.63 99.16 101.53 96.29 100.25 94.97 98_73 103.09 100.62 97.57 93.37 93.60 98.59 93.04 96.34 92.00 98.75 101.82 99.16 flT 81 61 89 72 95 94 54 63 98 64 88 100 90 96 100 67 . 88 100 51 100 95 8F 19 39 11 28 5 6 46 37 2 36 12 . 10 4 _ 33 100 12 . 49 . 5 Meaa Score 104.1 103.35 a<105_17 103.46 103.83 105_56 102_92 103_05 105_91 102_74 104_82 103.79 103.86A<107.04 107.75 104.08 96.44 105.29 104.00 101.14 106.54 103.83 A< . a< A< aT< Standard Deviation 3.848 4.281 3.960 3.647 3.051 1.699 4.496 6.252 2.332 3.913 2.581 1.970 3.819 2.773 0.970 3.824 0.899 4.142 -0.002 2.972 1.615 3.051 Standard Error 0.510 1.236 . 0.960 0.912 0.881 1.201 1.422 3.126 0.647 1.383 0.913 0.881 1.443 0_981 0.686 1.209 0_636 1.036 -0.002 0.991 0.610 0.881 Interpolated Median 105.0 103.99 106.58 104.30 103.26 104.13 102.37 106.35 106.20 104.21 105.40 102.92 104.28 107.40 106.93 104.92 96.30 107.04 104.00 102.01 106.87 103_26 9t,tL 689TS
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6-JON-1997 09:59 VOId":115 DttI:372-60 RJR SEGNE ~TAT2~ STVDY :£IIQA7E SMIURS PGED 25-34 Table 255 Page 305 4.5a-m: Nen-Vsnal Brand Lifetype Prefercxes : Dimension JB1 : Siissstoa Based on Competitire (7IItSTON Raters Total ST NF ST S£ IRT P1iT IN£ P1Pl IST ES"f ISF ESF ENFP ISTJ .... NT..... .... NP..... .... ST..... .... S£.---. SampleBase 57 12 17 16 12 10 4 13 8 8 5 7 8 2 Caac 10 Other 2 Cana 16 Other 1 Cauv 9 Other 7 Caua 12 Other 0 Weighted Base 90 19 30 20 22 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colsmn Ref>Versus Lower Case 80% Upper 90% A B>ACDE CpABDE D>ABCE E>AgCD F>AG 6>A£ MDAI DAH J>A8 AAJ IJAM 1DAL AO 0>AN P>AQ Q>AP IUAS S>AR T>AII V>AT V>]W W>AV Plan what it .il]l do and when 75 86 71 Ad6 87 100 83 60 74 46 75 100 74 98 94 85 100 68 100 35 84 87 Just go 23 14 29 35 13 . 17 40 26 40 25 . 26 2 6 15 . 32 . 49 16 13 Arrange dates, parties, etc.., well 68 78 d<70 A<44 78 100 74 63 73 48 36 98 58 94 100 83 28 67 100 29 64 78 in advance . Be free to do whatever looks like 32 22 30 AcC56 22 . 26 37 27 52 64 2 42 6 • 17 72 33 71 36 22 fim when the time comes . Organize the job carefully before it 79 83 aD<90 A<53 86 . 99 100 87 47 64 98 74 98 100 81 100 a<89 100 27 87 86 starts £ird out vhat is necessary as it 21 17 a<20 AC<47 14 100 1 . 13 53 36 2 26 2 . 19 73 13 14 goes along Nice to be able to plan accordingly 69 75 65 64 72 100 71 100 52 62 67 73 72 78 100 73 100 61 100 47 87 72 A little su.pleasant to be tied down 31 25 35 36 28 . 29 . 48 38 33 27 28 22 . 27 . 39 . 53 13 28 Scheduled 78 98 A<59 66 100 94 99 63 58 64 69 100 100 90 100 98 100 AG55 100 48 89 100 Unplanned 22 2 A<41 34 . 6 1 37 42 36 31 . - 10 . 2 . A<45 . 52 11 . Systematic 69 89 70 A<50 67 94 88 63 73 62 27 98 38 94 100 88 100 67 100 48 53 67 Spontaneous 31 11 30 A<50 33 6 12 37 27 38 73 2 62 6 . 12 . 33 . 52 47 33 ~=~G ~~~r~
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6-JVN-1997 09:59 V0LRF1':71S DItI:372-60 RTR SEGMEiTATIOH STODY :FEKTr SMO2o;R.S AGM 25-34 Table 256 Page 306 0-15: Non-Vsual Brand Attribute Ratings : Winston Based on Competitive WINSTOF Raters Total NT 27ir ST SF IIrl II7T INF £1tF ISL EST I8F ESF FNFP ISTJ .... PT..... ....NB..... .... ST..... .... S£..... Caue Other Canc Other Cauc Other Cauc Othes Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colin= Ref>Versus Lower Case 80b Ppper 908 A B>ACDE OABDE D>ABCE E>ABCd F>AG G)AF FDAI I>AH J>AK AAJ IJAM bDAL LAAO O3AN B>AQ Q>AP R>AS S>AR T>AV V>AW w?AV Is too smooth 20 16 d<17 A<4 41- . 20 2 22 3 5 27 55 19 6 11 72 19 . 5 2 41 Has just the right amotmt of 24 23 17 AC<45 14 6 26 . 23 52 30 27 2 22 . 23 28 19 . 58 26 14 smoothness Is not smooth exunnh 57 60 66 52 45 94 54 98 55 45 65 46 44 59 94 67 . 63 100 37 71 45 Too much full bodied taste 38 29 AD<65 30 13 . 35 98 53 14 61 - 26 55 . 32 . A<61 100 28 34 13 Just the right ammmt of full bodied 25 20 18 30 35 5 23 . 25 36 16 44 27 26 . 23 . 20 . 42 13 35 taste Not enough full bodied taste 37 51 A<17 c<40 52 94 42 2 22 49 22 56 47 19 100 45 100 A<19 _ 30 53 52 Too little tar and nicotine 7 10 11 8 . . 11 . 15 2 19 - - 4 6 11 . 12 _ . 3 13 . Just the right amrnmt of tar and 40 52 38 40 33 6 61 39 37 52 16 46 20 27 . 50 72 42 . 60 13 33 nicotine Too much tar and nicotine 53 39 51 53 67 94 28 61 48 47 65 54 80 70 94 40 28 46 100 37 74 67 Too easy to draw smoke throuah 16 14 D<25 A<4 14 . 16 - 34 . 10 . 28 45 . 5 100 a<28 . 6 . 14 filter The right level of ease of draw 42 45 42 55 27 6 52 76 30 52 61 44 10 36 . 50 . 46 . 61 47 27 Too hard to draw smoke through 43 41 33 41 59 94 31 24 36 48 29 56 62 19 100 46 . A<26 100 33 53 59 filter Taste too strong 42 56 DG54 A<22 32 . 67 60 52 2 61 2 61 78 . 59 28 50 100 12 36 32 Has the right level of strength 26 20 17 AC<58 13 6 23 . 23 73 30 27 . 22 94 23 . 19 . 58 59 13 Taste too light 32 23 29 19 55 94 9 40 25 25 9 71 39 . 6 18 72 32 . 30 5 55 I j V L 6g 7 is
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i 6-JOtr-1997 09:59 Q.F: Usva1 Brand Based on Comwetitive WINSTOlQ Raters ..0.4.+! Base Weighted Base Sig Test Col== Refwersu Lover Case 80! Upjxr 90% Utltra Low Tar/Lights 85= 100mm+ RZNSTON Full Flavor 85= 100MM+ Lov Tar/Lights 85mm SOOmm+ Utitra Low Tar/Lights 85= 100=+ Winston Select Winston Regular NEWPORT Full Flavor 85= 100MM+ Lov Tar/Lights 85mm 100=+ Utltra Lor Tar/I,ights 85= 100EM+ Full Flavor 85= 100mm+ Low Tar/Lights 85mm 100mmt Utltra Low Tar/Lights 85: • O07,MF:115 DR1:372-60 RJR SEMffiaTAT10N STUDY : FFMLE SN3OFMRS AGED 25-34 Total NT RF ST SF IINT FSTT I1QF FttF 1ST L'ST iSF ESF PNFP ISTJ ....27T..... .... 2PF..... .... ST..... .... SF..... canc Other Cauc Other cauc Other Cauc Other 57 12 17 16 90 19 30 20 12 22 2 3 10 16 4 8 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 22 13 7 11 11 il 3 17 2 27 3 11 8 22 0 H>ACDE GA86E D>ABCE E>ABm k7AG G.QAP FDAZ DAH J>AlC AAJ IJAM LDAL ItNW O>%P P>AQ Q>AP R>AS S>AR T>AU U>AT V>Ap V>Av . . . . . . . . . . . . . . . . . . . . . . . . • - • . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . tSt'L 689TS
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6-JON-1997 09:59 V07RII'_115 DR2:372-60 R7R SEQ4ETPATZON STUDY : FEMALE SMOlQ;R.S AGD 25-34 Table 258 Paqe 308 Q.F: vsual Brand - Based on Competitive WINSTON Raters Total NT NF ST SF ZNS E27T II7F P1eFF ZST EST ZSF ESF FNFP ISTJ .... NT..... .... NF..... .... ST..... Cauc Other Cavc Other Caue Other Caoc Other Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colvmn ReE>Versus ~ Larcr Case 808 Vpper 90% A B>DLDE QA8DE D>ABfE E>A8® F>AG G>AF FDAI I>AH J>AtC R>AJ LN1M 2OAL N>AO O>A!7 P>AQ Q>AP R>A.4 S7AR T>AU U>AT V>AW V>AV FOLL PRICE: HI1R7SORO (SAS+hA 78 91 68 77 83 94 91 98 58 96 42 98 69 16 94 93 72 a<65 100 84 68 83 MARLBORO 0" 78 91 68 77 83 94 91 98 58 96 42 98 69 16 94 93 72 a<65 100 84 68 83 Full Flavor 20 38 12 19 17 . 46 24 8 28 . 17 16 16 . 42 . 13 . 33 . 17 85- 14 19 a<6 19 17 . 23 . 8 28 . 17 16 16 . 21 . 6 _ 33 . 17 100mm,+ 6 19 6 A<. . . 23 24 . . . . . . . 21 . 7 . . . . LOa Tar/Lights 57 45 56 59 67 94 36 74 50 67 42 81 53 . 94 51 _ 52 100 51 68 67 85= - 38 15 47 44 40 . 18 37 50 45 42 54 26 . . 17 . 41 100 51 34 40 100mm+ 19 31 a<10 15 27 94 18 37 . 23 . 27 27 . 94 34 . 11 . . 35 27 MA.RLBORO MENTFiOL Full Flavor 85mm IOOmm• Low Tar/Lights 85mm 100mm'+ CAMEI. (7d4+2A 8 5 7 aQ9 3 6 4 2 9 4 46 2 4 14 6 2 28 8 . 9 32 3 CA14EL (Nr) 8 5 7 a(19 3 6 4 2 9 4 46 2 4 14 6 2 28 8 . 9 32 3 Fnll Flavor 2 2 1 5 3 6 1 2 1 4 5 2 4 2 6 2 . 1 . 5 5 3 85mm, 2 2 1 5 2 6 1 2 1 4 5 2 2 2 6 2 . 1 . 5 5 2 100=2+ * . . . 1 . . . . . . . 2 . . _ . . . . . . 1 Low Tar/Lights 3 3 6 4 . . 3 . 8 . 11 . . 12 . . 28 6 . 4 3 . 85mm 2 . 3 4 . . . . 4 . 11 . . 5 . . . 3 . 4 3 . 100mm. 1 3 3 . . . 3 . 4 . . . . 8 . . 28 3 . . . . Utltra Low Tar/Lights 2 . . ac<10 . . . . . . 30 . . . . . . . . . 24 . 85ma . . . . . . . . . . . . . . . . . . . . . . 100=+ 2 . . ac<10 . . . . . . 30 . . . . . . . . . 24 . CJ11EL ?ffiiTAOL . . . . . . . . . . . . . . . . . . . . . Fnll Flavor . . . . . . . . . . . . . . 85unk 100m+ Low Tar/Lights 85mm 100mn+ . . . . . . . . . 9 £S~L 689T5 ~
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6-J(Jla-1997 09:59 Q.F: Vsua1 Brand Based on Co®Qetitive WINSTON Raters Saiqale Base Weighted Baae Sig Test Column R,afwersus Lower Case 8016 Vpper 90% 85"m 10C:* Vtltra Low Tar/Lights 852m, 100=+ GPC Fk2iTBOL Fall Flavor 85= SOOzm+ Low Tar/Lights 85mm 100mm+ Utltra Low Tar/Lights 85mm, 100mm+ OTfM SAVINGS: - Alpine (NM+M) Alpine (2AI) Alpine (M) American (2'S!) Best Value (2AS+M) Best Valix (HI3) Best Valve (Dp Bristol (NM) Bull Durham (2AS) Cambridge (2AHM) Cambridge (PM) Cambridge (My Aarley-Davidso¢i (83'A Malibn (2•43) Misty (Zd4t10 Misty (2SD Misty (!9 M=arch (ta4+M) 8StL 68°TS
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M 00 r w rn~ N N !7i N M ~H ^ h a M . . . . . . , b . . ~ . N aon co m ~ M M a ro N rn n p N q . . . . aao . . N N ro w r M N M M • • ~ CO M O a N b N Ol N O M a, N q ~ {y ~ • M n M OJ ./ ~ M N • N • • ~ ~ yyy p ~ Y Q4 ~ '`~A N Q v/ ~ N W V N •i „ 'OB '~7 VVVF~
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• Table 259 Page 3.17 Q.2, 3: Lifetype GYovpinqs : Dimensiocss Based on Competitive WINSTON Raters NT ST S£ ISF ESF f1dFP ISTJ .... liT..... .... NF..... .... ST..... .... SP..... Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cavc 10 Other 2 Cano 16 Other 1 Cavc 9 Other 7 Cauc 12 Othrr 0 Weighted Base 90 19 30 20 22 3 16 $ 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Co1== Ref>verstu Lorer Case 808 upper 90! A B>AICDE C>ABDE D>AHCE E>ABCD F>J4G ©AF FDAI I>AH J>PdC lAA7 IJAM 29AL InAO O>AlP P>AQ Q>AP R>AS S>AR TN.II V>AT V>1W R>,AV E2 62 84 aD<74 A<35 51 . 100 . 100 . 100 . 100 100 . 82 100 72 100 15 61 51 12 38 16 at26 AC<65 49 100 . 100 . 100 . 100 . . 100 18 . 28 . 85 39 49 S 46 . A<. AC<100 100 . . . . 100 100 100 100 . 100 . . A<. . 100 100 100 N 54 100 AD<100 A<. . 100 100 100 100 . . . . 100 . 100 100 A<100 100 . . . T 43 100 A<. AC<100 . 100 100 . . 100 100 . . . 100 100 100 A<. . 100 100 . F 57 . ADt100 A<. 100 . . 100 100 . .. 100 100 100 . . . A<100 100 . . 100 11 41 4 45 29 81 6 3 24 52 24 37 98 64 . 100 1 28 39 100 10 53 81 P1 59 96 55 71 19 94 97 76 48 76 63 2 36 100 . 99 72 61 . 90 47 19 ?g~L 589wc
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6-JVN-1997 09:59 VO7FEF:115 DR2:372-60 R7R SDGF4E aTATICH STOD7C e FPMTSE SMOM'FS A® 25-34 Table 261 Page 319 0.2, 3: Lifetype Groupings : Domdxmnt Based on Coagetitive i7IIQSTON Raters Total iPt NF ST SF INT f2i? IIR' II7F - IST EST ISF ESF II7Fp ISTJ .... 1P2..... .... 17F..... .... ST..... .... SF.. . . . Sample Base 57 12 17 16 IZ 2 10 4 13 8 8 5 7 8 2 Cauc 10 Other 2 Cauc 16 Other 1 Cave 9 Other 7 Cavc 12 Other 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Co1um Ref>Versus LoMer Case 806 IIpper 90! A 8>ACDE CNBDE D>ABCE E>AHCD F>AG G7AF fDAI nAFi J>AIC ipAT Z>AM ADpy N>AO 0N1N P>A4 Q>A4 ROAS S>AR TNNJ II>AT V>AX W>AV Doa S 24 . A<. C<38 67 . . . . 24 63 98 36 . 100 AG. . 4 82 67 Dam N 31 82 Dcd2 A<. . 6 97 24 48 . . . . 100 . 83 72 a<d6 . . . . . Dom T 17 18 A<. AC<62 . 94 3 . . 76 37 . . . . 17 28 A<. . 96 18 . Doa F 27 . . ADG58 A<. 33 . . 76 52 . . 2 64 . . . . A<54 100 . . 33 • • t,9TiL 689ZS
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H M CG W N N N M W N H V1N mn V W o H.~i O 10 1 n ~i N M '~f•l N N I.fl~ N '1 .d nIM 1 pl ol 0 ~ a a a a N N a 10 b 5u ~ ~ ~ ~ u ~ d V . . . . . . . . O~ O~ .~ .~ O. N . . . . . . . . M M •
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6-JS1N-1997 09:59 VOLRF.F:115 I8tI:372-60 RJR-SFGMEITATZON STUDY : mEMar.r SMDPM= pGED 25-36 Table 258 Page 312 - o.F_ Usual Brand Based cn Competitive WINSTON Raters Total NT NF ST SF I1aT FSiT INF SNF ISS EST ISF ESP ENFP ISTJ .... liT..... .... NF..... .... ST..... .... SF..... Sang+le Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Canc Other 10 2 Cauc Other 16 1 Cauc Other 9 7 Cauc Other 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Siq Test ColAzn Ref>Versus Lower Case 809 IIPper 90% B>AC9E C>A&)E D>ABCE E>A$Cd F7AG G>AF }DAI I>Afi J>AIC 2C•AJ L>AM IUAL 27>AO ONtiH P>AQ Q>AP EUAS S>AR 17AV U>AT V>AR SnAV 100MR+ Low Tar/Lights 85mm 100n.+ Vtltra Low Tar/Lights 85mm 100MM* BASIC (2Af*)} BASIC (2II9 Full Flavor 85= l00mm+ Low Tar/Lights 850m 100ffi+ IItltra Low Tar/Lights 85em SOOmmt BASIC Han80L Full Flavor 8520, 100ma+ Low Tar/Lights 85AM 100mm. Vtltra Low Tar/Lights 85= 100m+ GPC mt+bp GPC Q" Full Flavor 85mm 100n.• Low Tar/Lights 0 LStL 689 ~~ . . . . . . . . . . - ' - -
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6-JUN-1997 09:59 Q.F: Usual Brand Based on Camel Competitive Campaign AdSAM Raters WL8F2':115 ffi21:372-60 RTR SEGMENTATION STUDY : FF144LL SM01MSiS TGID 25-34 Total NT la ST SF Sample Base Weighted Base 40 10 10 9 11 1 68 16 22 13 18 1 9 15 3 Table 241 Pags 289 zSr fbT ZSF SSF ENFP ISTJ .... Nx..... .... NF..... .... ST..... .... Si.•... Cauc Other (anc Other Caac Other Canc Other 7 4 5 2 9 3 4 8 2 9 1 7 2 10 1 5 17 5 8 5 14 3 5 14 1 19 3 7 6 17 1 Sig Test Colvmn Rnf>Versas Lower Case 80! IIpper 90% A BNCDE C>ABD£ D>lBCM E>71H@ F>AG QAF A>AI L>AFI J>AK lOAJ L>AM UDAL NNW O>RN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AN W>AV Monarch (ia'p . . btonarch 00 Monitclair (Id4) Players 00 Pyramid (!0 Raleigh Extra (2Ap style (NrS) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ' Viceroy (2A3) . . . . . . . . . . . . . . . . . . . . . . . G~eric/Private Label(NM+M) Generic/Private Label (2M) Grneric/Private Label (W Other Savings (NM+M) Other Savings (2IID . . . . . . . . . . . . . . . . . . . . . . Other Savings (29 FULL PRICE or SAVINGS: Full Price . 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 - 100 Savings NON-)ENTFIOL or MENTPIOL: Non-Menthol 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Menthol STItII7C,PH: Full Flavor 30 52 12 24 35 . 54 35 5 44 10 39 34 23 44 56 8 14 . 44 . 38 . Low Tar/Lights 62 40 66 76 65 100 38 65 67 56 90 61 66 77 56 44 . 61 100 56 100 62 100 Ultra Low Tar/Li hts 7 22 28 g . . . . . . . . . 25 . . . . . Not stated 2 8 . . _ . $ . . . - ' . . . . 92 LENGTH: 85mn 66 50 60 70 85 100 49 - 79 39 91 100 79 . 39 54 8 54 100 87 49 91 . . 100ma 31 42 37 28 15 . 43 100 17 56 9 . 21 83 56 46 . 43 . 10 51 9 100 120= 1 . 3 2 - . . . 4 5 . . . 17 5 . . 3 . 3 . . . Not stated 2 8 . . . . 8 92 . . . . . . TOTAL FULL PRICE 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 FP NON-IIIWfHOL 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 i00 FP NM FULL FLAVOR 30 52 12 24 35 . 54 35 5 44 10 39 34 23 44 56 8 14 . 44 . 38 . 85 19 29 . 22 31 . 30 . . 39 10 39 28 . 39 31 8 . . 40 . 33 . ;rtL 589IS
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6-JOt7-1997 09:59 t+ 7 5 q e 3 p7diEF:11 DRI:3 2-60 R7R SEQ4M TATION STODY : FPLDSIE SMOSER AGm 25-34 Table 269 fage Z7 0.21: Ninstoa Campaign Likeability . . . Based on Vsual Branl Winston Campaign Raters . Total IPf 1iF ST SF INT F27T I2PB ENF IST EST ISF SSF FNFP ISTJ .... NT..... ....IM ..... ....ST..... ....SF..... . Cauc Other Cauc Ottxs Cauc Other Cauc Oitasz Sample Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 . 3 1 1 0 7 3 7 1 Weighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Colsam Ret7Ve=sus Lower Case 80% Upper 906 A 8>ACDE OASDE D>ABOE FJABCD F>AG C7AF H>A.I DAB J>AK 20AJ IJAM 3YDAL I7>IW O>AN P>AQ 0>AP FUAS 5>AR TNW II>AT V>1W R>AV Liked it very much 29 23 . 29 36 28 18 . . 37 . 45 . 16 100 . 19 64 19 100 Liked it some®hat 36 38 100 37 23 72 . 100 64 29 72 10 64 42 . 100 37 36 29 . SUB-TOTAL 65 62 100 66 59 100 18 100 64 67 72 56 64 58 100 100 56 100 49 100 Heither liked nor disliked it 16 38 . . 27 . 82 . . . . 34 . 42 . . . . 34 Disliked it somewhat 17 _ . 28 14 . . . 36 26 28 10 36 . . . 36 . 18 . SOB-TOTAL 17 . . 28 14 . . . 36 26 28 10 36 . . . 36 . 18 . Don•t know 2 . . 6 7 . . . . . . 8 . . . ?LtL 689TS
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6-JUN-1997 09:59 VOLREP:115 DRI:372-60 RTR SEQMENTATIOit STUDY :FEMA*-F' SMDP=RS Aj= 25-34 Table 258 Bage 316 Q.F: Usual Brand Based on Competitive WINSTON Faters Total NT 2iF ST SF INT IIiT II7F 2NF IST EST ISF ESF FNFP ISTJ .... NT..... .... RF..... .... ST..... - ..Sr ..... Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cauc Other 10 2 Cauc Other 16 1 Cauc Other 9 7 Ca= Other 12 0 Weighted Bnse 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Co1~ Hif>Versus Lower Case 806 Opper 909 A B>AmE C>AffilE D>ABCE E>A8@ F>AG G>AF FDAI I>AFI J>AK AW IJAM FDAL 2DAO O>AN P>AQ Q>AY EUA.S S>AR T>AU U>AT V>AW W>AV 100+ SAV M ULTRA LOW TARJLICHTS 85 100. ?9T7L 689ZS
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00 W N ri N f, W 0 % H (} O H ~A F H . H M ~ ~ a ~ ~ ,°y N N d O .Oi ~ q~ 4f4 00 H N M ~ ~ . . O $ ;9 W .f N N ~ ~ O H .~ ~ ~ N H O .Oi .i 00 r 67 ~ YG N R P4 W tl m I g H 4 O Ifl iT I d N N N M `a V~ F Cr U H u A p ppp,,, N ~j M a Hppp''' V~ H P~.G. V1 ~ U ~ O~ QJ N~3t N 1Il Vi 2 '.L
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6-JVN-1997 09:59 ' WLRE?:115 ffitI:372-60 PJR SE24WTTATION STVDY : FPMALE SMOKERS A® 25-34 e 320 Table 262 Pa g 0.2, 3: Lifetype Groupings : External Type Based an Ca®petitive WINSTON Raters Total riT NF ST SF INT FS7T IN8 IItF iSf ES'T ISF ESF EZ7FP ISTJ .... tiT..... .... NF..... .... ST..... .... SF..... Cavo Other Cauc Other Cacx Other Caue Other Sample Sase 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 il 11 11 3 17 2 27 3 11 8 22 0 Siq Test Co1vmn ReL7Versus Lower Case 80% Vpper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG QAf FO•AI I>AH J>AK 20AJ IJAM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU . II>AT V>AW W>AV SP 20 . A<. AC<71 19 76 63 2 36 . . . . A<. . 90 47 19 NP 39 96 ADC55 A<. . 94 97 76 48 . . . . 100 . 99 72 A<61 TJ 7 4 A<_ AC<29 _ 6 3 . . 24 37 . . . 100 1 28 A<. . 10 53 . FJ 34 . D<45 A<. 81 . . 24 52 . . 98 64 39 100 81 S9tL 684TS
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6-JUN-1997 09:59 VOIRPI':115 DRI:372-60 RTR SfMES7TATI0N STVDY : FFMALE SMOPORtR.S AttFD 25-34 Table 274 Page 332 Q.22. 23: Winston Camipaign AdSAM : tSootion Groups . Based on Usual Brand Winston Caz¢raign AdSAM Raters Total 17T 2iF ST SF IIiT IIiT INF F1RF IST EST IS£ ESF IIi£P ISTJ .... NT..... .... NF..... .... ST..... .... SF..... Caix Other Cauc Other Cauc Other Cauc Oilkr Sample Base 20 4 1 8 7 2 1 0 3 5 2 5 0 3 3 1 1 0 7 1 7 0 Weighted Base 8 1 1 3 3 1 1 0 1 2 1 2 0 1 1 0 1 0 3 0 3 0 Sig Test Co1umn Ref>Versus Lover Case 80b Vpper 90% A BJAClE CQAffiSE D)ABCE E>11BCD F>AG G>AF FDAI AK AAJ IJAM 2DAL M>AO O>AN P>AQ Q>A8 RNtS S>AR T>AV II>AT V>AW WlAV Doa't Bother Me 13 33 36 31 . . 36 . . . 36 . . Take it or Leave it 12 7 25 9 28 24 . . . . 8 . 25 I-Like it...So What 16 . 100 . 26 . . 100 36 100 . . 26 Brings me Down 1 8 . . . . 18 100 Impressionable 17 77 . . 10 72 82 . . . . 14 . 86 10 Getting Warm 5 15 . 7 . - 28 . . 27 . . . 27 16 . . 8 . . I'm Disgusted - Prodvct Dissonaxxe 7 . . . 19 . . . . . . 26 . . . . . . 19 Interested 5 Ercite<3 28 _ . 54 19 36 60 72 . 36 . . . 49 100 19 LL'7L 58°tS
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0 6-J9N-1997 09:59 0_2, 3: Lifetype Groupings : Tempcramaxts (iCeirsey) VOLRFF:}15 AtI:372-60 RJR SEMffi~TATZON STVDS _ FII4VZ SMOIQr.R.S A® 25-34 Table 263 Bage 321 Based em Competitive WINSTON Raters Total NT NP ST SF ZNT IIiT I1QF fRF 1ST EST ZSF FS£ IIi£P ZSTJ .... NT..... .... HB..... .... ST..... ....SF..... Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cavc 10 Other 2 Canc 16 Other 1 Canc 9 Other 7 Cavc 12 Other 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Colmmn, ILe£>Versus Lower Case S0! PppMT 90% A BNCDE C>AME D>AHCE FJABCD F>AG G>Ap H>A1 I>AFi J>A1C lOA7 SJAM DDAL 2DIW O>AAM P>AQ Q>AP ROAS S>AR T>AII II>AT V>AF V>AV SJ 26 . A<. C<29 81 . . . . 24 37 48 64 . 100 A<. . 10 53 81 SP 20 . A<. ICC/1 19 . . . . 76 63 2 36 . . . . A<. . 90 47 19 NT 21 100 AG. IK. . 100 100 . . . . . . . . 100 100 AG. . . . . NE 33 - ADC100 7K. . . . 100 100 . . . . 100 . . . AG100 100 . . . 99t,G 58°LS
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e 335 Table 258 Pa 6-JVN-1997 09:59 WSdiFF:115 DRI:372-60 RJR SEQfi1iTATION STODY : F12IIQE SMOPMR.S AGf9 25-34 g ¢.F: Usual Brand Based on Cempetitive WINSTON Raters Total NT NF ST SF HiT F2iT SNF IIQF IST EST ISF ESF P27F? ISTJ ....1P1..... .... NF..... .... ST..... .... SF..... Saaple Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cavo 10 Otlser 2 Cano 16 Other 1 Cauc 9 Other 7 Cana 12 Otlaftr 0 Neighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Siq Test Coltam Nef>Vers" . Lower Case 806 Ukww 90% A B>ACDE C>ABDE D>ABCE FJABCD FN1G G>AF f>AI I>AH J>AK AAJ L>AM ~AL NNb O>AN P>AQ Q>AP R>AS S>AR T>AtT V>AT V>AN iT>AV 100+ 7 19 6 A<. 5 . 23 24 . . . . 10 . . 21 . 7 . . . 5 Fp 2Ef LOW TAR/LIGHTS 66 49 71 62 77 94 40 74 70 67 53 81 73 37 94 51 28 68 100 56 71 77 85 42 15 50 47 50 . . 18 37 54 45 53 54 46 5 . 17 . 44 100 56 37 50 - 100+ 24 33 21 15 27 94 22 37 16 23 . 27 27 33 94 34 28 24 . . 35 27 Fp NM VLTRA LOW TAR/LIQiTS 8 . a<16 10 22 . 30 . . 45 . . . aG18 . . 24 . 85 100+ 8 . aG16 10 . . . . 22 . 30 . . 45 . . . aG18 . . 24 . FP MQ7THOL FP M FULL FLAVOR . . . . . . . . . . . . . . . . . . . . . . 85 100+ FP M LOW TAR/LIGHTS . . . . . . . . . . . . . . . . . . . . . . 85 100+ FP M ULTRA LOW TAR/LIGHTS 85 100+ TOTAL SAVINGS SAV NON-M£NTHOL SAV 2Af FVLL FLAVOR- 85 100+ SAV tAI LOW TAR/LIGHTS 85 100+ SAV IAf ULTRA LOW TAR/LIQiTS 85 100+ SAV MENTHOL -, SAV M FULL FLAVOR 85 100+ SAV M LOW TAR/LIGHTS 85 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pi9fi7L 589IS
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6-JUN-1997 09:59 VOLIAMf:115 AtI:372-60 8JR SEMMTATIOR STUDY : PFaALZ 3dOR1iS IKE9 25-34 Table 258 Pags 321 O.F: Usual Brand Based on Coogeetitive V=ON Raters Total PT ST SF IST y4[ ISF ESF Ela'P ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Cauo Other Cauo Other Cava Other Cane Ofher Sample Base 57 12 17 16 12 2 10 Q 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Column Ref>Verssss Lower Case 806 Upper 90% 2tow (NS+DA A B>AL9L GABLE D>ABCg FJABCD F>AG G>AF tDAI I>AH J>AA R»A.7 IJAM IAAL 1Q>A0 O>AN P~ 4>AP R>A4 S>AR T>AU U>AT V>Afi VA*AV No. (t" NOW 00 Pall Mail (2Sf+My Pall Mall (HI9 Pall Mall 00 Parliament (M Palei4h (MtT Satatoga (2RS) Satin (HIQ) Tareyton (2Il+f) . . True (2Ap . . . . Vantage (tII4) 1 . . 4 12 . . . . . . . . 7 . . Virginia Slims (3II#hD 3 . 2 a<. 10 3 20 6 . . . 2 . . . 10 Virginia Slims (2AS} 3 . 2 a<. 10 . . . 3 20 6 . . . 2 . . . 10 Virginia Sliffi (NA . . . . . . . . . Other FP OM4+bA Other FP (M) . . . . . . . . . Other FP Qd) SAVINGS: DORAL (2IId+M3 DORAL (NhI) Fvll Flavor 85= 100=+ Low Tar/Lights 85= 100=• Utltra.Loa Tar/Lights 85mm 100=- DORAL lfiSiTFiOL Full Flavor 85mm 95tL 689T.5
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6-JVN-1997 04:5 4 VOLRLF:115 DRI:372-60 RJR SEGM TATZON STOD7 : Ff?lALE Sl9oKERS AGm 25-36 Table 265 Paqa 323 0.2, 3: Lifetype Groupings : JsmgS.aa Types Based on Coupetitive WINSTON Raters Total NT 30? ST SF II7T ENT INF F1QF IST ES'T ZSF ESF EHPP ZSTJ .... PT..... .... NF..... .... ST..... .... SF..... Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cauc 10 Other 2 Cano 16 Other 1 Casx 9 Other 7 Cauc 12 Otber 0 Weighted Sase 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Column Ref>Versns Lower Case 80s tTpper 908 A B>ACDE OA$DE D>ABCE EN1BCn F>A6 ©AF FbAI I>AH JhA1C 1C•TJ L>AM M>AI. N0]W O>AH P>AQ Q>AP R>AS S>AR T>ALT II>AT V>AF V>A ISJ (S Dom) 15 . A<. C<16 48 . . . . 24 . 98 . . 100 . . A<. . . 37 48 ESP (S Dom) 9 . A<. aC<22 18 . . . . . 63 . 36 . . . . A<. . 4 45 18 IIW (N Dom) 2 1 6 . . 6 . 24 . . . . . . . 1 . 7 . . . . PSS (N Dom) 29 81 D<36 A<. . . 97 . 48 . . . . 100 . 82 72 39 . . . . ITP (T Dom) 14 15 A<. AC<50 . 94 . . . 76 . . . . . 17 . A<. . 85 2 . ETJ (T Dom) 3 3 a<. ac<13 . . 3 . . . 37 . . . . . . 28 a<. . 10 16 . IFP (F Dom) 7 . AD<20 A<. 1 . . 76 . . . 2 . . . . . A<22 . . . 1 EFJ (F De®) 21 . ADG38 M. 33 . . . 52 . . . 64 . . . . 32 100 . . 33 8977L 689TS
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• • • 6-JOB-1997 09:59 - 4.21: Winston Caaqaaiga Likeability Based as Winston Competitive Cazqaign Raters VOIItII':115 AtI:372-60 B,7R SEQ4EN1'ATZON STOD7 : FF24AIE SMOKERS AfED 25-34 Table 275 Page 333 Total RT laF ST 1ST EST 1SF ESF E2tFP ISTJ .... PT..... .... NF..... .... ST..... .... Sr..... Cauc Other Cauc Other Cano Other Cauc Orher Sample Base 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 20 3 30 4 24 10 23 6 Weighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Colsami Pmf>Versus Lower Case SOt Upper 90! Liked it very =xh A 26 8>ACDE A<2 C>ABaE B<20 D>ABCE SQ2 bABCD AHCD<58 F>AG 11 G>AF . FDAS 39 1>AH AQ4 J>AK 20 IDAT 26 IJAM 58 2DAL A<58 N>AO 2 O>AN 13 P>AQ A<2 0>AP . R>AS AQ2 S>AR 76 T>AV 30 U>AT 6 V>AW A<62 W>AV 3 Liked it somewhat 26 ACE<45 Atl.2 ACE<42 AQ4 71 40 13 A<12 A1K50 A<20 9 19 35 30 A<49 . AQ4 2 Ad5 17 A<14 1.7 SOB-TOTAL 51 47 A<32 aC<63 ABC<72 81 40 52 AQ6 AB<70 36 67 A<77 38 44 51 . AQ5 78 A<85 23 Ad6 20 Neither liked nor disliked it 14 ACDE<32 A<7 a<7 12 16 35 . 8 A<2 aJ<30 7 16 25 a<27 93 a<8 . A<. 21 12 9 Disliked it somewhat 26 A<• ABDEG58 B<20 AB<12 . 1 44 A<62 k<23 A<6 17 A<7 29 50 A<. 7 A<64 22 A<3 51 A<12 13 Disliked it very much 8 ACE<20 A<3 9 4 . 25 4 A<3 5 AJ<28 8 A<. 8 7 A<22 . a<4 . 13 4 A<. 58 SUB-TOTAL 34 A<21 ABDE<61 e<29 A<16 . 25 48 A<65 28 34 26 A<7 37 56 aC22 7 A<67 22 AQ5 55 A<12 71 Don't know - 3 2LtIL 6891S
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6 JOM 7 0 325 - -199 09:59 WLRSF:115 ML2:372-60 R7R SEME1iTATION STUDY : FFSdAiZ SMOAERS lGM 25-34 Table 267 Page 4•2, 3: Lifetype Groupings : Trios Sased on Competitive NINSTOtt Raters Sotal NT FF ST SF IAT F1iT 1NF £FP TSi E_4T ISF ESF f2iFP ISTJ ....R2..... .... PF..... .... ST..... ....SF..... Sample 8ase 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Cavo 10 Other 2 Cavc 16 Other 1 Cave 9 Other 7 Cauc 12 Other 0 peiqhted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 ii 3 17 2 27 3 11 a 22 0 Sig Test Co1umn Ref>Versus Lower Case 80% Upper 90% A B>ACDE C>ABDE D>ABCE F.>AHCD F>AG G»AF f>A2 I>AH J>AlC 26AJ IJAM Y9AI. 1G>AO O>AN P>AQ 0>AP R>A.S S>AR Th4II II>AT V>AW R>AV PST 7 . A<. AC<35 . . . . . . 100 . . . . . . A<. . 15 61 . SSB 12 . A<. A<. 51 . . . . . . . 100 . . . . A<. . . . 51 ESJ 11 . A<. c<13 33 . . . . . 37 . 64 . . . . A<. . 10 16 33 9 . A<. aC<22 18 . . . . 63 . 36 . . . . A<. . 4 45 18 F27T 18 84 A<. A<. . . 100 . . . . . . . . 82 100 A<. . . . . F27F 25 ATK74 A<. 100 . . . . 100 . . . A<72 100 ENJ 13 3 AD<38 A<_ 3 . 52 . . . . . . . 28 A<32 100 . . . F.l7P 29 81 D<36 A<. 97 . 48 . . . . 100 . 82 72 39 . . . . ETJ 3 3 a<. ac<13 3 . . . 37 . . . . . 2 8 a<. . 10 16 . EfP 22 81 A<. CC22 . . 97 . . . 63 . . . . 82 72 A<. . 4 45 . EFJ 21 . AD<38 A<. 33 52 . . . 64 . . . . 32 100 . . 33 EFP 16 . AD<36 A<. 18 . . . 48 . . . 36 100 . . . A<39 . . . 18 IST 14 . A<. AC<65 . . . . . 100 . . . . 100 . . A<. . 85 39 . ISF 12 . A<. A<. 49 . . . . . . 100 . . . . . A<. . . . 49 ISJ 15 . A<. C<16 48 . . . . 24 . 98 . . 100 . . A<. . . 37 48 ISP 11 . A<. AC<50 1 . . . . 76 . 2 A<. . 85 2 1 IIiT 3 16 a<. a<. _ 100 18 . a<. INF 9 . AD<26 A<. . . . 100 AC28 . . . . INJ 2 1 6 . . 6 . 24 . . . . . . . 1 . 7 . . . . 10 15 aD<20 A<_ . 94 . 76 . . . . . . . 17 . a<22 . . . . ITJ 4 1 a<. AC<16 . 6 . . . 24 . . . . 100 1 . a<. . . 37 . ITP 14 15 A<. AC<50 - 94 . . . 76 17 . A<. . 85 2 . IFJ 14 a<6 A<_ 48 - . 24 . . . 98 7 . . . 48 IFP 7 . AIK20 A<. 1 . . 76 . . . 2 . . . . . AC22 . . . 1 STJ 6 . A<. AC<29 . . . . . 24 37 . . . 100 . . A<. . 10 53 . STP 15 . A<. AC<71 . . . . . 76 63 . . . . . . A<. . 90 47 . SFJ 19 . A<. A<. 81 98 64 A<. . . . 81 5 . A<. a<. 19 . . . .. . . 2 36 . . . . A<. . . . 19 NTJ 1 4 . . . 6 3 . . . . . . . . 1 28 . . . . . 20 96 A<. A<. _ 94 97 . . . . . . . . 99 72 A<. . . . . 27FJ 15 . A0<45 A<. 24 52 . . . . . . . . A<39 100 . . . 2iFP 19 . ADG55 A<. . . . 76 48 . . . . 100 A<61 . . . . OL-7L 689TS
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6-JVN-199'7 09:59 WLREF:115 AtI:372-60 RJR SD242i'PATION STtlDY : M?91LE Sa02=iS MED 25-34 Table 278 Ba3e 337 4.F: Usual Brand Based oei Winston Crnepetitive Campaiga Raters Total NT 14• ST SF INT ENT INF fNF IST PSP ISF SSF l2Q" ISTJ .... Nt..... .... RF..... .... ST..... .... SF..... Cavo Other Canc Other Cao¢ Other Caax Othpx Sample Base Weighted Base Sig Test Column Ref>versss Lo.er Case 808 IIppei 909 120 23 34 34 29 98 23 33 16 26 A B>AtaE C>ABaE D>ABCE F.lABCD F>AG G>AF H>AI I>AH J>A1C AAJ L>AM YAAL H>AO O>AR 9 6 u 23 17 17 13 16 14 10 20 3 30 4 24 10 23 6 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Utltra Low Tar/Lights 85= 100=+ WINSTON Full Flavor 85= 100mm+ Lom Tar/Lights 85mm 100n=+ Utltra Lov Tar/Lights 85- 100-+ winston Select Winston Regular HEwPORT Full Flavor 85mm 100mm+ Lo.. Tar/Lights 85a 100-+ Utltra Lov Tar/Lights 85mm SALFM Full Flavor 85am 100mm+ Lov Tar/Lights 85= 100mm+ Utltra Low Tar/Lights 85mm P>A4 Q>AP R>AS S>AR T>AV U>AT V>Aw W>Av . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . . . . . . ~ . . . . - . . . . . . . _ . . . . . . . . . . . . ' . _ . . . . . . . . . . . . . . . ' . ' . . . _ - • - . . . - - . . . . . _ . . . . . . . . . . • - . _ . . . . . . _ . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . ' . . • . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ~'~L 50~:'r~
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6-JON-1997 09:59 VOIdtET:115 DRI:372-60 P.7R S£24E2MATION STODY : Fa91LE SMOKER.4 AGED 25-34 Table 278 Yage 3144 Q.F: Usual Brand Based on Winston Coag.etitime Campsign Raters Total 2aT FF ST SF LyT BSaT IFF FNF IST EST ISF ESF FS7Ff ISTJ ....NT..... .... 1PF...-- ....ST..... ....SF..... Cauc Other Ca.x Other Canc Other Cano Otller Sample Base 120 23 34 34 29 9 14 u 23 17 17 13 16 14 10 20 3 30 4 24 10 23 6 Weighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Column Ref>Versus I,o..er Case 809 Upper 901 A B>ACDE C>ABDE D>RBCE Eh4BCD F>AG I>AH J>AR PDAJ L>AM M>AL F>AO O>AN P>AQ Q>AP R>AS S>AR T>AII U>AT V>AA W>AV 100+ SAV M ULTRA LOW TAR/LIGiTS 85 100+ 58t,c 689zS 0
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10 N ; "J N N .~ N u tl d M N M N N N rl b W b V .,.~ N N OP V N N N N ai .10i M M N N N N a a N N a . , . . . • . . . . . . . . . . . . . . . • . . . . . . . . . . V V . . . . • • y• y. • • • • . • . R •4 • M M d tl N N 4 a • . . . . . • • . b 10 . . . • • . r n • . . . . . . . • • . • • • . • . OD C~ ~ x ~$. p y u u •
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6-JUtt-1997 09:59 VOLREF:115 bR2:372-60 R TR SEGMENTATZON SYODY : PfM7aE S40RatS A® 25-34 Table 278 Page 336 . O.F: Usual Brand Based oai tJinston Conpeti.tive Campaicgi Raters . ` Total NT RF ST SF Zt7T FS7T BNF FNF IST EST ZSF ESF ENFP ISTJ .... NT..... .... NF..... .... BT..... 3acp1e Base 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 Cauc 20 Other 3 Cauc 30 Other 4 Cano 24 Other 10 Came 23 Other 6 Weighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Si9 Test Cohmn Re£>Versvs Lover Case 80% Upper 901 FULL PRiCE: A B>ACDE C>ABDE D>ABCE &>ABCD F>AG ®AF . fDA2 I>AH J>AK K>AJ IJAM bDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AX W>AV 19SRLHORO (HIS+hD 65 72 57 69 66 71 72 62 55 aR<79 A<30 72 60 33 64 70 91 a<55 66 61 86 66 58 MARLBORO (2AS) 65 72 57 69 66 71 72 62 55 aK<79 A<30 72 60 33 64 70 91 ad5 66 61 86 66 58 Full Flavor 19 15 A<6 ABC<34 AbC<32 . 19 24 A<. a<35 30 24 A<39 . 16 17 . A<6 . a<34 34 a<30 58 85mm 14 c<8 A<. ABC<34 ABC<24 . 9 . A<. A<35 a<30 8 A<39 . 16 8 . A<. . A<34 34 22 58 IOOa+ 6 d<8 d<5 A<. d<7 . 9 24 A<_ A<. A<. 15 A<. . _ 8 _ 6 . A<. . 8 - LOx Tar/Lights 45 de<56 deC51 35 a<34 71 53 38 55 K<44 A<. 48 A<21 33 48 53 91 49 66 A<27 51 36 . 85- 25 19 ABDE<42 17 A<il _ 23 38 A<44 K<22 A<. 24 A<. .. . A<13 91 A<39 66 27 . A<12 . lOOma+ 21 . ACd<37 A<8 18 c<23 71 30 . A<11 iCC22 A<. 24 21 33 48 A<40 . A<10 . A<. 51 24 . MARLBORO MENTHOL Full Flavor . . . . . . . . . . . . . . . . . 85mm 100mm+ Low Tar/Lights 85mm 100a+ . . . . . . . . . . . . . . . . . . . . . . CAMEL (2M+W 3 1 4 4 3 . 1 . 5 3 6 3 3 11 3 1 . 5 . 4 3 3 CA14M (1" 3 1 4 4 3 . 1 . 5 3 6 3 3 11 3 1 . 5 . 4 3 3 EU11 Flavor 2 1 a<. 4 3 . 1 . a<. 3 6 3 3 . 3 1 . a<. . 4 3 3 85nn, 1 1 a<. 4 2 . 1 . a<. 3 6 3 1 . 3 1 . a<. . 4 3 2 100ma+ 1 . . . . . . . 1 . . . . . . . . 1 . Low Tar/23ghts 1 a<. 4 . a<. . . . 5 . ._ a<. 11 . a<. . 5 . . . a<. . 854=2 1 . 3 . . . . . 4 6 . . . 3 . . . . . 100=. ~ . 1 . . . . . 2 . . . . 5 . . . 1 . . . . . Utltra Lov Tar/Lights . . ' . . . . ' ' ' ' ' ' . ' . ' ' . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85MIM ~+SQ ~~ ~ . 0
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• 6 N - -JO -1997 09:59 VOLR6L :115 Dt2:372-60R.7R SEGMEN17aTI0H STUDY : FIIM7E SMDlCERS AGE6 25-34 Table 283 Page 349 Donographics : Age. Gmder, Age rithin GerKler Based on Ninston Competitive CasQaign Ad.RAM Raters Total NT 1QF ST SF INT PSaT INT II7F ISS F.Sf ISF E.SF E!8?'P ISTJ ....1P1..... .... 1QF..... .... ST..... ....SF..-.. Sasqale Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 Cauo 8 14 Other 2 Cavc 28 Other 3 Caua 18 Other Canc Ot3er 9 21 6 Neiqhted Base 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Co1=m Raf>Vers= Lower Case 80% Upper 90% 25-34 A 8>ACDE 100 100 OABDE 100 D>ABCE 100 E>ABCD 100 F>AG 100 G>AF 100 IflAI 100 I>AH 100 J>AR 100 R>AJ 100 LNaM 100 YAAL N>AO 100 100 0>DQt P>AQ 100 100 Q>AP 100 R>AS 100 S>AR 100 T>AII 100 II>AT V>Aq `1>AV 100 100 100 Mean Age 27.63 28.96 27.30 27.53 ad7.00 31.71 28.27 28.09 27.04 26.74 31.19 27.15 26.83d1oCL9.50 27.41 AC28.94 30.69 27.48 26.25 27.78 27.09a<26.83VQ9.10 ACdE< AG< AJ< Interpolated Median 26.64 30.03 26.32 26.44 26.14 31.70 27.87 27.43 26.15 25.96 32.30 26.79 25.46 29.48 25.95 30.02 30.20 26.39 25.74 26.49 26.44 25.50 29.43 Female 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Male: Female: 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Mean Age 27.63 28.96 27.30 27.53 a<27_00 31.71 28.27 28.09 27.04 26.74 31.19 27.15 26.83Tw<29.50 27.41 A<28.94 30.69 27.48 26.25 27.78 27.09a<26.83V<29.10 ACdE< AG< AJ< Interpolated Median 26.64 30.03 26.32 26.44 26.14 31.70 27.87 27.43 26.15 25.96 32.30 26.79 25.46 29.48 25.95 30.02 30.20 26.39 25.74 26.49 26.44 25.50 29.43 t'554 68grs
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6-Jtltt-1997 09:59 VOLRII+:115 DtI:372-60 RJR SDC;•El1TATION STUDY :£E74lLE SI40EXRS AGED 25-34 280 Pa9e 346 Tabl e 0.23: Winston Campaign AdSAM : Arousal Based on Winston Competitiee Campaign Ad.SAM Ratexs . Total NT tal ST SF IItS fFt IHF ENF IST EST ISP ESF £1NFP ISTJ .... i7T..... .... NF..... .... ST..... ....SF..... Cauc Other Cauc Other Canc Other Cauc Othrs Sample Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 14 2 28 3 18 9 21 6 Weighted Base 87 19 30 15 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Co1~ Ref>Versus Lower Case 808 Upper 9" A B>ACDE C>ABDE D>ABCE E>ABCD F>AG GQAF tDAI I>AH J>AK AAT SJAM bDAL EDAO O>AN P>AQ 0>AP RUAS S>AR T>AU U>AT V>AW W>AV 9 Extremrly intmse 9 D<16 a<4 A<1 acD<17 5 19 4 a<3 . 3 16 17 11 . 16 . a<4 . A<1 . 13 58 8 . . . . . . . . . . ' - - . . . . . . . . . . 7 13 11 10 19 16 7 12 31 A<2 21 10 3 31 9 10 11 . 11 . a<29 1 16 9 6 - 2 acdK11 a<. a<. a<. . 14 . a<_ . . . . . . 11 . a<_ . a<. - a<_ - 5 43 E<55 43 46 a<30 78 50 57 38 39 76 29 32 3 3 56 . 48 10 a<60 21 a<31 17 4 3 4 de<7 A<. A<. - 5 . 9 . . . - 38 . 4 . 8 . A<. . A<. . 3 15 A<3 B<16 AB<28 b<15 10 1 . 22 32 11 27 - 38 70 2 100 15 22 A<1 77 15 13 2 2 a<. a<. a<. abcd<8 . . . a<. . . - 17 . . . . a<. . a<. . a<8 . 1 Almost asleep 12 A<. ABD<21 b<6 8<15 . . 8 A<25 8 25 4 . 17 . . 13 68 10 . 16 3 Mean Score 4.77A(ae<5.86 A<4.10 4.57 4.85 5.14 A<6.04 1<5.47 A<3.65 4_46 5_09 4.17a1<5.64 0<4.49 A<3.12 A <5.89 3.00 4.47 1.85 V6.19 A<3.47 4.66AV<7.09 Standard Deviation 2.172 1.578 2.058 1.679 2.636 1.202 1.609 1.724 1.955 1.755 1.140 2.661 2.376 1.950 1_560 1_563 0.000 1.915 1.333 1.699 0.902 2.558 2.516 Standard Error 0.216 0.395 0.370 0.323 0.507 0.491 0.509 0.520 0_437 0_469 0.316 0.738 0.635 0.588 0.552 0.418 0.000 0.362 0.770 0.400 0.301 0.558 1.027 Box 789 22 27 A<13 19 aC<32 12 30 35 A<6 21 13 19 48 20 10 27 . 15 . 29 1 29 66 Box 456 49 AcdE<70 eG50 46 A<30 78 69 57 47 39 76 29 32 41 3 71 . 56 10 60 21 A<31 17 Box 123 29 A<3 B<37 BG35 8<37 10 1 8 A<47 40 11 52 21 38 87 2 100 29 90 A<11 77 39 17 L 7 4 0 V~. , 0 9
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9 9 0 6-JON-1997 09:59 WLRFF:115 DRI:372-60 8JR S8GMEN'PATION STUDY : FII4ALE SHOPMRS AGPD 25-34 Table 278 Dags 341 0-F: Usual Brand Based an Winston Coupetitive Campaign Raters Total NT HF ST SF IPT tNf ZNF II7£ IST EST ISF ESF EFFP ISTJ .... NT..... .... NF..... .... ST..... .... SF.••.. Sample Base 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 Cauc Other 20 3 Canc Other 30 4 Cavc Other 24 10 Cauc Other 23 6 Weighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Colemt Rzf'>vexsvs Lower Case 80% Upper 90! A B>ACDE QABDE D>ABCE 7aflBCD F2aA6 GA0.F fDAI I>AFi J>AK IOAT L>AM )0AL N>AO O>/tN PhAQ Q>AP R>AS S>AR T>AII II>AT V>AW W>AV 85ma . 1 . . . . 5 . • _ _ . . . . . 1 - • . . . 104=t Utltra Low Tar/Lights 85mm, 1001110+ GPC MENTHOL - - - - - - . . . . _ . . . . . - - - • - - - Full Flavor . . . ' ' . . . . . . . . . . . . . . . . . . 85201 100=+ Low Tar/Liqhts 85mm 100=+ Vtltra Low Tar/Lights 85mm 100=M+ OTtM SAVINGS: Alpine (HId+M) Alpine (2IIA) ' Alpine 0!S) ' _ . . . . . . . ' . _ . . . . . . . . ' . American (2a1) . Best Value (2af+M) Best Value (taf) . . ' . . ' _ . _ . - . . . . . . . . _ . . . Best Value (M) . . . . . . . . _ . _ . . . . . • . . Bristol (2a1) . . . . . . . ' . - ' . . . . . . _ _ . . . . Bull Durham (2IIQ) - Cambridge (2At+M) 2 a<. 3 a<- 4 . . 13 a<. a<. a<. . 7 . . a<. . 3 • a<. . 4 . Cambridge (tAp 2 Cambridge RA a<. 3 a<. 4 . .. 13 a<. a<- a<. . 7 . . a<. . 3 . a<. - 4 . Harley-Davidson (2II9 1 . 3 4 • . . . 11 . _ - . 22 . . . . Malibu (2aty . . . . . . - - • - • - - ' . . . . . . . . . Misty (NM+-2d) • . . 1 . • . . . 2 . - • . 3 • • . . . 4 _ . Misty (23fy ~ Misty (bA . . 1 . . . - . 2 - . . • 3 4 . . Monarch (PM+li) 1 a<. a<. 2 4 . . . a<. 3 . S - . 6 a<. 3 . 4 . 98t,L 589ZS
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6-JL7H-1997 09:59 VOISiF1':115 WL2:372-60 RJR BMENfATION STUDY : FF2NLS 2lAMS AG® 25-34 Table 270 ?age 328 Q.25: Winston Ca;aai.gn Adjective Qieaklist Based on Usual Brand Winstca Campaign Raters Total NT NF ST SF INT f21T INF FFE' IST ESS 18F FSF F2tFP ISSJ .... PT---- . .... NF----- .... ST..... .... SF..-.. ca,x Other caw Other Cauc Other caw other Sample Base 23 4 1 10 8 2 2 1 0 3 7 2 6 0 3 3 1 1 0 7 3 7 1 Weighted Base 9 1 1 3 3 1 1 1 0 1 3 1 3 0 1 1 0 1 0 3 1 3 1 Sig Test Column Ref>Versus - Lower Case 80% Vpper 90t A 8>AmE C>ABDE D>ABCE FJABCD F>N> G>AF H>AI I>AH J>AR LOAT L>AM MDAL N>AO O>At7 P>AQ Q>AP R>AS S>AR T7AII U>AT V>AW V>AV fhtertaiaing 35 38 . 37 36 72 . . 27 40 . 45 27 42 . . 27 73 19 100 Conservative 5 . . 14 . . . . 36 7 - . 36 . . . 10 27 . . Social 19 . . 14 36 . . . 36 7 72 26 36 . . . 10 27 19 100 Innovative 2 . . 6 - - . . 27 . . . 27 . . . 8 Offensive 17 38 . 20 8 . 82 . . 26 . 10 . 42 . . 26 . 10 . 8pwatane0ns 13 . . 14 20 . . . 27 10 . 26 27 . . . 8 36 . 100 Honest 22 38 . 21 20 72 _ 27 19 . 26 27 42 . . 27 - . 100 Memorable 18 . . 37 8 . . . 64 30 . 10 64 - . _ 37 38 10 . Exciting 10 23 . . 15 28 18 . . . . 19 - 16 100 . . . 19 Phony 2 . . . 6 8 . . . . . . 8 . Caring 6 . . . 15 . . . . . . 19 - 19 . Original 25 . . 63 . . . . 64 63 _ - 64 . . . 64 62 . . In poor taste 14 . . 20 14 . . . . 26 . 18 26 . 18 . Ftm 28 38 . 21 36 72 . . 27 19 . 45 27 42 . _ 27 . 19 100 Believable 9 15 . 8 8 28 . . 36 . _ 10 36 16 . . 10 . 10 . Clever 20 . . 27 23 27 27 . 30 27 . . . 27 27 29 . Fot relevant to me 21 38 . 6 33 . 82 . 27 . 28 34 27 42 . . 8 . 41 . Imaginative 11 . . 27 . . . . 27 27 - - 27 . . . 27 27 . . Free spirited 29 38 . 22 36 72 . . 64 11 72 26 64 42 . . 18 38 19 100 Co¢sviaci9 14 53 . 15 . 100 . _ - 19 - . . 58 . . 20 . . . Like me 8 53 . . . 100 . . . . . . . 58 . . . . . . Irreverent 8 38 . . 6 72 . . . . 28 . . 42 . . . . 8 . Out of touch 22 . . 28 29 . . . 36 26 . 37 36 . . . 36 . 36 . Trustworthy 2 15 . . . 28 . . . . . . . 16 . . . . . . Boring 6 38 . . . . 82 . . . . . . 42 . . . . . . ffimorons 32 38 100 35 15 72 . 100 27 37 . 19 27 42 . 100 27 64 19 . Friendly - 10 . . 6 20 . . . 27 . . . 26 27 . . . 8 . . 100 St.allow 19 38 . 20 14 . 82 . . 26 . 18 . 42 . . 26 . 18 - . ~ £r-7L 689Z5 9 9
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6-JUN-1997 09:59 Q.F: Usual Brand Based on Winston Competitiae Caupaign Ad_4AM Raters Tota7. NT Saiqale Base Weighted Base Sig Test Colsmn FeP>Versns Lower Case 80% Upper 90% Utltra Lor Tar/Liqhts 85am loomm+ NStt3TON Full Flavor 85mm, loomm+ Low Tar/Lights 85mm loomm+ Utltra Low Tar/Lights 85= 100mm+ Winston Select Winston Regular NEWPORT Full Flasror 85= l00mm+ Loc+ Tar/Lights 85mm, loomm+ Utltra Low Tar/Lights 85,mm, SALIId Full Flavor 85mm 100n.+ Low Tar/Lights 85= loomm+ Utltra Low Tar/Lights 85mm, VOIFE£:115 DR1:372-60 IL7R SEGbCSTATION STUDY : FEMP1LL 9+AR'.RS AGFD 25-34 ST 101 16 31._ 27 27~~--: 87 -` 19 30-~ 16 22 6 4 10 15 11 8 Table 284 Page 351 IST EST ISF ESF ENFP ISTJ .... PT..... .... NF..... .... ST..... .... SF..... CaM Other Cavc Other Caix Other Cauc Other 20 14 22 13 13 13 14 11 8 14 2 28 3 18 9 21 6 3 12 10 5 6 19 0 26 4 10 6 21 2 A B>A02E CSABDE D>ABCB bAHCD F>AG G>AF ED•AI I>AH J>AK IUAT L>AM lYDAL 2DA0 O>AN P>AQ Q>AP FOAS S7AR ThAU II>AT V>AR W>AV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ . . . . . - - • ' - • • . . . . . . . . ' . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . _ • - . _ . . . . . . . . . . . . . . - - - • • - • • • • - - . . . . . . . . . . . • . . . . . . . . . . . . . . . . . . . _ . . c>6tL 6R9TS
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6-JOF-1997 09:59 VOLREF:I15 DRI:372-60 RJR SEQMENtATIOH STUDY :FE7ATE SMORFRS ACM 25-34 Tahle 278 Page 340 0.£: Usual Brand Based on tiiinston Competitive Canpaign Raters Total NT 1P£ ST SF INT P2iT INF FXF IST EST ISF ESF FNFY ISTJ .... 1PP..... .... R£..... .... ST----- .... SF.._.. Cavc Other Canc Other Cauc Other Caao Other Sanple Sase 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 20 3 30 4 24 10 23 6 Weighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Co1wn Ref>Versus Lo.+er Case 808 Upper 908 A B>ACDE CQAffi7E DN,BCE E>ABCD FNkG G>AF AAJ IJAM 30AL 27>A0 O>AN PNM 4N0? R>AS S>AR T>AU UiAT V>AW W~:-AV 100=+ Lov Tar/Liqhts 8520m i00=+ Utltra Low Tar/Lights 85am 100Z=+ BASIC (28s+M) 2 1 3 1 1 5 1 10 2 a<. 3 . 2 5 . 1 7 4 . 1 . 1 . BASIC (2SA 2 1 3 1 1 5 1 10 2 a<. 3 . 2 5 _ 1 7 4 . 1 . 1 . BSA1 Flavor ~ 1 1 • 1 . 5 1 . ' . 3 1 7 * . 1 . . . 85mm 3 . _ 1 . 1 . * . 1 . . . 100Zm+ ~ • . . . . 1 7 Loa Tar/Lights . 1 a<. 3 . 1 . . 10 1 2 3 _ a<. . 4 . . . 1 . 85mm 1 . 3 . . . . 10 1 . . . - 3 . . . 4 . . . . . 100mm+ ~ . . . 1 . . . . . . _ 2 . . . . . . . 1 . Utltra Low Tar/Lights 85mm 100Zm+ BASIC MENTH6L Full Flavor 85m 100mm+ Lov Tar/Lights 85ffi 100MK+ Utltra Low Tar/Li9fits 85mm 1002=+ GPC (1H+b) 3 1 4 2 2 4 1 10 3 1 7 2 1 1 3 1 . 3 10 2 4 1 13 GPC (28A 3 1 4 2 2 4 1 10 3 1 7 2 1 1 3 1 . 3 10 2 4 1 13 Ftill Flavor - 1 1 2 1 1 4 1 4 1 1 . . 1 1 3 1 . 2 . 2 . 1 . 8520 • 1 . 1 . 4 1 . . 1 . . . . 3 1 . . . 2 . . . 100xm+ 1 . 2 . 1 . . . . 1 1 . . . 2 . . . 1 . Lov Tar/Lights 1 a<. 3 1 1 . . 5 2 . 7 2 . . . a<. . 1 10 . 4 a<. 13 0 S8t?L ~'J80TS
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6-JUN-1997 09:59 VOLREF:115 DRI:372-60 R7R SPX,MENTATION STVDY :FEMAts SMOPMRS ACM 25-34 Table 284 Page 358 Q-F: Vsual Brand Based on Wi.aston Conpetitive Campa.icyi AdSAM Raters Total NT SF ST SF INT FNT INF F11F IST EbT ZSF £SF F2iFP ISTJ .... NS'..... .... NF..... .... ST..... .... SF_.... Cauc other Csuc other Cauc other Cauc other Sa.ple Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 14 2 28 3 18 9 21 6 Weighted Base 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Co1.mn Ref>Versus Lower Case 80% Upper 90% A B>AWE D>ASCM £>ABCD F>AG pAF fDAI I>AH J>AIC lUAJ SJAM ?DAL N>AO O>AF P>iQ Q>AP R>AS S>AR T>AU TAAT V>AW V>AV 100+ SAV M LJLTRA LOW TAR/LIGfiTS 85 100. £0GL 689 LS
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6-Jp1P-1997 09:59 vOIi0;F:115 D[tI:372-60 RTR SEMENTATION.STVD4 : FP1it1tE SMAIO:RS AG29 25-34 Table 285 Page 359 Q.G: CateJFringe of Vstsal Srand Based an Usual Brand 2VJSBORO Smokers Total NT NF ST SF IpT £2iT ItiP f27F ISf EST ISF !SF P27FF ISTJ .... MT..... .... RL..... .... ST..... .... SF..... Cavo Other Canv Other Canc Other Cauc Other Sample Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 8 2 8 2 6 4 10 1 Weighted Base 94 22 26 22 24 3 19 8 19 15 7 13 11 5 6 19 3 20 6 14 8 23 1 Sig Test Co1smn Ref>vers+u Lower Case, 801 Upper 90% A B>ACDE C>ABD£ D>XBCE bABCD F>AG GN1£ fDAI I>AH J>AR AW LNM ?flAt, N>AO O>AN P>AQ Q>AP R>AS S>AR TNW U>AT V>AW FT>AV Core 25 15 38 22 22 . 18 . 54 6 57 . 48 100 17 9 54 49 . 20 25 22 . £riaqe 75 85 62 78 78 100 82 100 46 94 43 100 52 . 83 91 46 51 100 80 75 78 100 tO-SL 589yS
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6-Jt7l7-1997 09:59 VOIdiEP':115 DR2:372-60 BJA SEl?4ENTAYI02t STt)D1l : RMkft SHOMMS A® 25-34 Table 282 Paqe 348 0.22. 23: Winston Cauqaaign AdSAM : Emotioai Groups Based aai Winsten Cospetitive Camqaaign AdSAM Raten Total NT NF ST SF 211T fN2 IAF E2iF ZSl EST ISF ESF F27FP ISTJ .... NT..... .... NF..... .... 3T..... ....SF..... Casx Other Caax Other Cavc Other Cavc Other Sanple Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 14 2 28 3 18 9. 21 6 Weighted Base 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 -- -- -- Siq Test Column Rf>Versus Lover Case 80% t7pper 90% A B>AmE OABDE D>ABCE E>ABCD F>AG QAF fDAI I>AH J>AK 20AJ L>AM bDAL H>AO O>AN P>AQ Q>AP R>AS S>AR T>AII II>AT V>AW W>AV Don't Bother Me 8 A<. A8DEC23 A<. AQ . . 2 A<30 . . 3 . 22 . . . AQ3 22 A<. . A<1 3.3 Take it or Leave it 13 ACl A<3 aBCG25 ABC<27 10 ~ 6 A<3 31 . 48 2 11 67 2 29 A<4 . 8 56 AC29 . I Like it._.So What 8 A<1 B<10 b<9 b<9 - 1 . 14 9 11 • 19 5 20 . 71 A<1 68 3 22 9 3 Brings me Down 3 ce<9 A<. ce<6 A<. 1 12 . A<. 1 29 - - - 3 10 . A<. . 10 . A<. . Impressionable 22 ACE<41 A<10 ACE<38 A<10 77 32 6 a<12 38 39 9 12 39 . 42 _ A<11 10 A<48 21 A<11 1 Getting Warm 23 D<20 AbDeC39 A<2 D<20 1 24 50 a<35 - 9 21 20 2 . 20 . A<46 . A<2 . 21 16 1'm Disqusted 1 1 2 2 . 5 . . 3 3 11 6 1 . 2 . 4 Product Dissonance 1 . 2 2 . . . 5 1 2 4 . . . 4 . . 2 . 3 ' . . Interested 6 Excited 20 cQ6 A<9 15 A'.d<32 7 30 30 A<2 16 8 19 48 9 . 26 . A<11 . 22 1 29 66 Fst,4 62913
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• 51689 747 00-90T L9"T0T pS"Z0T 00'90T L£'L6 ET'Z0S Z9'SOT L9'86 96'S6 94-T0T 8£'SOT L9'S0T Z9'OOI 69-£0T I0"96 66'90T L0'S0T 00'90T 0£'ZOT L9£'T 9S7"T 90£'T Z00'O- 65T'T £98'Z 896-0 858'0 LLT'I LL8'T 8£8'T 8S6'0 59£'T 04Z'T LS9'0 TZ0'T 888'T L9E'T £L6-0 9EL'4 L48-£ 6I6'E Z00'0- S£9"9 890'9 Z90'£ £TZ'T 8Zt'£ 596'9 £0T'9 TtL'Z T98'£ TL9'V 4T£"i 0£Z-£ 0L9'Z 9£C 9 Z68'£ >re >e 48'ZOi RO'£0T TL-Z0T 00-4oT 89"66>ftVS-TOT ZI'S0t>Y69'66 8Z 6E Z4 ' 897 ZL ZT 00T SL 6Z LZ ' Z9 9E OOT OZ 9 49'L6>V 65'TOT £I'40T 8T"50t Z9"TOT 9£'TOT 8L'S6 8Z'40T TE-LOT V8-Z0T>o S8'ZOA' 06'66>H ZL T9 8S 00T Z4>V 8Z 88 ' SZ TL £L 00T 8£ SS'Z0T 96'S0T ££'66 OO'LOT ZZ'90T 00-LOT TSZ-T 76L-0 S69"i Z00'0- LFL"0 T00'0- 4££'4 00T"Z 984"9 Z00'0- 886'Z Z00'0- >Ze >V 8Z'Z0T 4L'S0T ZL'66Yd00'LOT ZT-SOT OO'LOT 4L'86 66S'T SSO'S OO'LOT ZL'70T 6Z"£OT SS'T0T 8L-SOT 58'66 T00'0- Z0T'T £08'0 9SZ'Z ET6'0 4ZL'I Z00-0- LIi'£ 9ZT'Z TDO'S E8S'Z LL8'9 >T >re 89'66>fl OO'LOT 0£'SOT>e9Z'D0T 9Z'00T 6T'SOT 6L'00T £Z Z LL 86 9£"Z0T 90'TOT 00Z'T SOZ-I i9 ' 6£ 001 LL'£OI 00'Z6 8TS-T T00'0- 9T>K - 99 C8>Y 00T II£ 76'S6 0£'86 T8"86 59L'0 9£9'0 Z£T"T - 00T L9'86 8S8'0 55T'D L8T'£ £SS'9 T00'0- 090'£ 668'0 085'£ ETZ'T >-I( >e W £6'OOT T9'T0T 09"T0T 00'Z6 06'S6>tRII'86 09'L6 69-66 SE Z9 T9 6£ ££ 001 L9 ' 06W OOT 0T>7 ' Z9 8£ 00T ' £S-Z0T 9ZT"Z 99E'L 8L-46 9LT'T 90T'£ L9-66 00-T6 86C T T00'0- £6E-S T00'0- >SSY SZ'Z6 £8"D6 Z6L'0 664'£ 69T'£ 896'9 TT"66 6L8'T £96-5 £L'S6 0LT'0 O4Z"0 T8'66>1t09'S6 8L'66 00'T6 80-£6>YOT'>6 T9-86 96-56 eYeb LD ES ecaeA 46 E sa<n 84 OOT ZS " nv<a x+us T6>7 ZL 6>tt 8Z ssded drr<b TS 6D b,f<d OOT ' xsteo 0 ZZ 8 TT £ LZ Z LT £ 0 ZT L 6 T 9T Z OT Z Z-4-40 =e'J =ati30 Me'J zwY30 -e'J =-T30 =eJ --.-.ZS. ... ..... .... """1at"" rSSI 9ZE o6wd 89Z aTQeS 49 ' 08 96 ZZ'90T SO"9oT 00'OOT L8'TOT S89'0 LT6'T 9T8'i TOZ'T IL9'Z 9£8"£ 9£L'S 669'T >rt >7 S9'SOT 98"90T ST'QOT 99'OOT £Z ' 99 5 ZS TT DZ £5 D6 LL 001 DS 56 89 68 9L 0£-96 85'ZOT SS"Z0T 96'£0T ZZ'Z0T Z9'S6 £S'96 665'T '698'T ZL£'I 8Z£'T S96'T 966'0 6Z7'0 LZS-9 Z68'D L90"£ SSC ££9T'9 98S'£ L58'0 >e W >V L4 9 T£'66 9TT'T 0£S'£ £S"S6 ZDE'0 989'0 8T'L6 4Z'00T D9'T0T Z6'TOT 0£'T0T L9'S6>tf£T'S6 6T'86 £T'S6 LL 9D 6Z 09 89 68 86 65 001 £Z 45 TL 09 ZS TT Z Tb SZ'96 6LS-I 999'9 68'46 69'90T 69-56 09-L6 55-Z6 0Z'Z6 95T'Z 554'£ 9£Z'Z £99'T TS6'0 9ZL'0 £0L'S SZL"L 6I£'9 8£T'4 8Z9'£ T59-T W E9'£6>e L6'96 IIL"Z0T 66'L6 86'L6 ST'£6>4'ZT'Z6 LL D9 6Z 08 f9 68 OOT £Z 9E TL OZ 9£ TI TS 8 d32II Zvda Yivcl rv9S xa<r Hra TT TT L ET ZZ L S a 8 ET 3S3 3SI isM iSI T5'00T £T'96 T90'Z TOZ'T 9T5-9 669'T 0£'86 95-L6 99 OOT 95 8Z T4 ZL 65 ZL'86 LTT"T 909"4 £S>Y LV>Y SS'ZOT 98'£OT 9Z-90T TSZ'T 6LT'T ZOL'0 9E£'4 LTL'9 968'Z • 89'SOT 496-0 6E£'£ 5'£OT £i9"0 LZ9'9 ue?paPi pa3eTodsa3ul .7ozE3 P3ePueiS mTie?aa0 P=YPue3S 8L'90I>OY£'ZOI a=oas neW 8T L£ d8 Z8 £9 i4 £8'66 0'40T srozstasrr0 ay uetpay; Pazeiodia3cTL LZS'T 9t9'0 zoa=a P3ePue3S 06Z'S 899'9 saolyeina0 Psepuez5- >30`8'd 8Z'ZOT IE'ZOT 6Z'S0T OZ"OOT>Y 6'ZOT £Z 9£>- 9I>Y LL V9 98>P7 9£'ZOT SZ'£0T L9'S6 00Z"I 900'T 8SL'0 SST'9 4Z0'? LZT'£ >ZGV >.7W £6'00T ZS"T0T £S-S6>fd 8£ S4>e T6>OV Z9 SS>Oe 6>Y £S"Z0T LZ'96 LT'Z6 9ZT'Z OSZ'T 99L'0 49£'L T00'S LL0'£ T8'66>ov 86-L6>0 68-Z6>Y L9 69 Z6>07 ES T£>D 8>Y IWI 37G9 :riK3 OJSYQ 30fiY<0 3Qfl40 8 4 9T OT E Z ZZ OZ 0£ ZT 9T LT 9£-SZ ®Y SiLDiOWS 3TtlfEIId = d00SS tIOISYStL$D3S xJrti 09-ZLE=IYQ STT=B;dl3ZOA 09 TE O9 69 T8'86 LS'96 686'0 06S'0 9Z9'E 959'9 89-L6>0 LS-86 59 £9 S£ L£ 84'86 8E'46 ££L-T L08-0 £00'9 T60'9 8T'86» 9L'% £S 89 L9 ZE 3=M1Kfi h' 6T 06 ZT LS IryOy ne2paA pa3rTod~3uI ~~i PS~e uY+S u0r}eTnaO ¢zEpIIe;S :aOtsUaGrTO NS ueipaH Pa;YTodxalul i02-72 paepue3S uoiaeu,a0 paeaul3s a10J$ ue>j.j d8 ro :uo-csvem?O Idr 906 -dcTn 608 asv"J =aAOT sns=an<3gd -To"J aAS bTS ases Pa'3YbT-,x aseH aId-S sza3ell `*^=WTA aeS3?Iadm0, sso paseg adC3a3?Z pu3H Tw-n :-e4'a 65:60 L66T-NOC-9
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• • • 6-JO1Q-1997 09:59 WIdffF:115 DRI:372-60 RJR SEGME1aTATI02a STVD4 : FfMAtY• SMO1UM8 ACLD 25-34 Table 284 Page 355. 4.F: Usual Brand .. Based on Ainston Ca®petitive Caupaign AdSAX Raters Total RS HF ST SF IIiT l27T Sample Base 101 16 31 27 27 6 10 Weighted Base 87 19 30 16 22 4 15 IlaF 11 8 - EXF ISTEST ISF ESF ENFP ISTJ .... laT..... .... NF..... .... ST..... .... St••-.. Canc Other Cauc Other Cava Other Cana Other 20 14 13 13 14 11 8 14 2 28 3 18 9 21 - 6 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Co1umn R:ef>Verstts Lower Case 80% Upper 90% A 8>ACIE C'1ABDE D>ABCE E>ABCD F>AG G>AF 8510A . 1 . - • - 100nm+ 1 - 1 2 1 Utltra Low Tar/Lights . . . . _ . _ 85= 100=124 tDAI 5 • DAH J>AK R>AJ L>AM MDAL 1Q>AO O>AH P>AQ 0>14F R>AS S>AR TNdT U>AT V>AW V>AV 2 2 - 8 2 10 - 4 - 13 _ _ _ . . . . _ . . . . . _ _ GPC 2¢2iTtIOL Full Flavor 8522s . . . . . . _ . . . . . . . . . _ . . . ' - 100.m+ . . . . _ _ ' . . . _ . . . . . . . . Low Tar/Lights 85a 100mm. Utltra Low Tar/Lights . . . _ . _ . _ _ . . _ _ . . . . _ _ _ _ • 85a lOOmm+ OTFffR SAVINGS: Alp~ (NM+M) . . _ . . _ - _ _ _ • . - . _ . . . _ . . _ Alpine (2IId) Alpine (M) American (NM) . - ' _ ' _ . . . . . _ ' _ ' ' . . _ . _ . . Best Value (NM.M} _ _ . . . , . . , . . . . . . . _ . . . . . Best Value (2ai) - _ - - . . . . . . _ - , , , - , _ . . . . . . Best Value (M) Bristol (HI+A Bull Durham (2II3) . - _ . _ . . Cambridge (NM+M) 2 a<. 3 a<. 4 _ . • 13 . . . . • . • . . . . . . . . a<. 9 4 Cambridge (2IDS) 2 a<. 3 a<. 4 • _ Cambridge 00 Fiarley-Davidsan (28A 1 _ 3 13 a<. 9 4 4 17 22 Malibu (PII9 . . . . . . _ . . . . _ . • . . _ . . . . _ . Misty QAS+2O 1 2 3 4 _ . Misty (tAO 1 2 3 4 _ _ Misty (M) - M~h (2Af.M) 1 _ . 2 4 3 6 4 _ 5 . @@SL 689i.5
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6-JUN-1997 09:59 VOLRFY:115 AtI:372-60 BJR SF7M'27TATION STtlDY :. FF3eLE SMORRS AG2 25-34 Table 278 Page 339 Q.F: Usual Brand Based on Ninston CoWetitive Caxpaicya Raters _ . Total PT 7a' ST SF IIr2 ENT lyF IIiF IST EST ISF ESF ENFP ISTJ .... 1QT..... .... HP..... .... ST..... .... St.-._. SamPle Base Weighted Base 120 98 23 23 34 33 34 16 29 9 14 26 4 19 i1 8 23 25 17 13 17 3 13 12 16 14 14 8 10 6 Cana 20 22 Other 3 2 Cam 30 29 Other 4 4 Cauc 24 11 Other 10 6 Caw 23 24 Other 6 2 Sig Test Colsffi Frf>Ve=sns Lover Case 80% Upper 90% Nov (1di+MY Mow (1w Iwo. 09 Mn7.1 (2a4tLA Pall )w l (!Af) Pall Mall (PD B>AWE pABa£ DABM E'>ABm FN1G ©AF B)AI I>AH JNR AAJ LN1M !4)AL NNYD O>AR P>AQ Q>AP R>AS S>AR Th4U U>AT V>AW W>AV Parliament (M Raleigh (MQ Satatoga (289 Satin (IAA Tareyton (MO True (2Ai) Vantage (HIdy 1 . . bce<5 J<25 <7 Virginia Slims (iA1+2D 3 A<. 2 A<. abd<8 . . . 2 A<. A<. . A<16 7 . A<. . 2 . A<_ _ a<9 . Virginia Slims (!Ai) 3 A<. 2 A<_ abd<8 . . 2 A<. A<. . A<16 7 . A<. . 2 . A<. . a<9 . Virginia Slims (M) . . - _ . . . . . . . . _ . . . . - _ _ . . . Other FP (2HS+M) Other FP (iIId) Other FP (My sAVRdcS: DORAh (2IId+iq 4 2 4 9 11 * 5 3 4 J<29 3 5 8 3 2 3 4 2 <12 3 2 9 DOILAL (2AS) 4 2 4 9 4 11 * 5 3 4 AJ<29 3 5 8 3 2 3 4 2- a<12 3 2 29 Fnll Flavor 2 1 1 5 1 5 • 2 1 2 Aj<18 1 1 4 3 1 . 1 2 8 1 1 4 85- 1 1 1 3 1 4 * * 1 2 a<ll 1 * 2 3 1 . 1 . 5 . 1 3 100MM+ 1 * 1 2 • 1 . 1 * * 7 . * 1 . • . *. 2 2 1 * 1 Lov Tar/Lights 2 1 2 4 3 7 * 4 2 2 11 1 4 4 . 1 3 2 . 5 2 1 24 85=m 1 1 • 2 1 7 9 1 1 3 * . 2 2 . 9 100n=+ 2 a<. 2 2 2 . . 4 1 2 2 _ 4 4 . a<. . 2 . 3 . 1 16 Utltra Low Tar/Lights 85RIM ~72i1~. JG9w7
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6-JUN-1997 09:59 VOLREB:115 DR2:372-60 PJR SEQMFXfATIOM STUDY : FFK%LE SM02UStS hII9 25-34 Table 286 Page 360 Q.12: Usnal Brand Affinity Rating . Based on Usual Brand 291RLSOR0 Smokers Sample Base Weighted Base Sig Test Coltmn Ref>Versns Lower Case 801 Upper 90% This is a highly desirable brand for me - like a really close friend This is quite an acceptable brand for me - like a good frierd This is an okay brand for me - like a more casual friead I am neutral and have no real opinion about this brand one way or the other. It's like a person I could take or leave Total SF IIiT FSiT Il¢F IISF IST EST ISF ISTJ .... NT..... .... 2i£..... .... Sf..... .... SP..... 41 94 10 22 10 26 10 22 11 24 1 3 9 19 3 8 7 19 7 15 3 7 6 13 5 11 2 5 3 6 Cauc 8 19 other 2 3 Cavo 8 20 other 2 6 Cauc 6 14 other 4 8 Caue 10 23 other 1 1 A B>Am'E C>AffiE D>A8rE E>ASM F>AG G>AF fDA2 I>AH J>AK AAJ L>AM LDAL O>AH P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW W>AV 60 51 67 70 50 . 59 63 69 75 58 57 42 100 83 44 100 72 50 60 87 48 100 26 49 22 17 19 100 41 37 15 6 42 21 16 17 56 - 28 . 20 13 20 . 12 13 24 . . . 15 19 . 22 26 . . . . 50 21 . 25 . 2 7 . . . . . . . 16 7 SOASL 689T5 ~ ~ ~
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i 0 9 6-JON-1997 09:59 907RE£:115 DRtI:372-60 RJR SEGME14TATION STUDY : FFLAEE SNARRS AGP9 25-34 Table 281 Page 347 Q.24: Winston Campaign Ad.SAM : Dw4i.nmnce . . Based on Winston Competiti®e Caapaiga Ad.SAM Raters Total NT NF. ST SF Il4T ElPf IPF E[g IST ES1 ISF ESF EtiFP ISTJ .... NT..... .... 1R'..... .... ST..... .... SF..... Canc Other Caoc Other Cauc Other Canc Other Saa¢rle Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 14 2 28 3 18 9 21 6 Weighted Sase 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Calimn RefJPersus - . Lower Case 801 Vpper 90! A 8>AODE C.pABVE D>ABM E>AH@ F>A6 GQAF H)AI I>AF2 J>AlC !0)AJ IJAM ?D7S 2UA0 0>AN P>AQ Q>A4 R>AS S>AR T>AII II>AT V>AW W>AV 1 Ccaitroiiled, not in charge 10 A<1 B<12 aB<19 8 5 . . 15 23 . . 17 13 50 1 . 13 . A<. 52 8 . 2 2 acde<11 a<. a<. a<. . 14 . a<. . . . . . . 11 . a<. . a<. . a<. . 3 8 AQ 5 7 ASCd<19 10 . 13 A<2 8 4 33 3 5 14 2 . 6 . 12 . a<18 29 4 • . . 2 . . . . . 3 . . . . 6 . . . . 4 . . . 5 42 E<47 E<46 AoE<64 AQ8 85 37 40 48 62 77 7 30 6 20 46 100 42 68 A<76 43 A<19 10 6 2 a<. abde<7 a<. a<. . . . a<9 . . . . 38 . . . a<8 . a<. . a<. . 7 7 A<. aB<13 4 b<6 . . 38 4 3 7 3 10 10 7 . . a<13 10 6 . 7 . 8 3 A<. A<. A<. A8CDC13 . . - A<. . . 24 . . . . . A<. . A<. . A<14 . 9 In charge, in control 25 acD<40 DU.B A<4 acD<36 . 49 10 21 2 13 32 40 28 3 40 . 17 22 A<3 5 34 61 Mean Score 5.62 D<6.18 DC5.49 A<4.30 aD<6.25 4.61af<6.57 5.90 5.35 A<4.02 J<5.58 6.40 6_08 O<6.06 A<2.94 6.19 5.00 5.39 6.10 V<4.96 A<3.11 6.20 6.87 Standard Deviation 2.498 2.480 2.297 1.881 2.756 1.014 2.579 1.669 2.457 1.846 1.468 2.613 2.902 2.531 2.268 2.488 0.000 2.369 1.670 1.084 2.365 2.751 2.73 5 Standard Error 0.249 0.620 0.412 0.362 0.530 0.414 0.816 0.503 0.549 0.493 0.407 0.725 0.776 0.763 0.802 0.665 0.000 0.448 0.964 0.255 0.788 0.600 1.11 7 Box 123 20 14 16 26 27 15 14 13 18 31 4 33 19 18 64 14 . 19 . 12 52 27 29 Box 456 45 E<47 E<53 AbE<67 A<18 85 37 40 a67 64 77 7 30 44 26 46 100 50 68 A<80 43 AQ9 10 Box 789 35 DC40 D<31 A<7 ACDC55 . 49 48 25 5 20 59 50 38 10 40 . 30 32 A<9 5 A<55 61 Z6~L 589ZS
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6-JUN-1997 09:59 VOLREP:115 ffitI:372-60 R3Ft SEGMEiTATION STUDY : F1R4%IZ 9.fOp@12S ACM 25-34 Table 266 Page 324 Q.2, 3: Lifetype Graapings : Pairs Based on CaMetitive WINSTON Raters Tota3. SF ZST FS2 25F ESF t:~tE'P ISTJ ....PT..... ....NF..... ....SS..... ....SF..... Saag+le Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 Ca*x 10 OLher 2 Canc 16 Other 1 Ca~ 9 Other 7 Cane 12 Other 0 Weighted Base t Co1lu= Fef>V T Si 90 19 30 20 22 3 16 8 22 13 7 11 7.1 11 3 17 2 27 3 11 8 22 0 es ersas g Lo.er Case 80% Upper 90% 8S A 8>AC9E 20 - C>ABVE ac_ D>ABCE .rizS E>ABCD 51 F>AG GNIF H>AI I>AH J>AX PC7AT 100 7JAM bDAL 100 N>AO O>AN P>AQ Q>AP R>AS A<. S>AR T>AU 1D U>AT bl V>AF 01 W>AV ~ aL s4 Ancl4 A<. . _ 100 . 100 . . . . 100 . 82 100 A<72 100 . . , ET 25 84 A<. C<35 . . 100 . . . 100 82 100 A<. . 15 61 . EF 17 niv9.t .. 51 100 100 iw . . . Ac/L 1VV . . 51 F.J 24 3 AD<38 a<13 33 . 3 . 52 _ 37 . 64 . . . 28 32 100 10 16 33 EP 38 81 36 a<22 18 - 97 . 48 . 63 _ 36 100 . 82 72 39 . 4 45 18 IS 26 . A< . AC<65 49 _ _ • 100 - 100 . . 100 . . A<. . 85 39 49 IN 17 1a n-a .1 100 . 100 • • . . . . 18 . A~LO . . . . IT 18 16 A<. AC<65 - 100 100 . . . . 100 18 . A<. . 85 39 . IF 20 _ D<26 A<. 49 . . 100 . . . 100 . . . . . 28 . . . 49 IJ 17 1 A<6 16 48 6 . 24 . 24 . 98 . . 100 1 . A<7 . . 37 48 IP 21 15 20 AC60 1 94 . 76 . 76 . 2 . . . 17 . 22 . 85 2 1 ST 22 . AC. AC<100 . . . . . 100 100 . . . 100 . . A<. . 100 100 . SF 24 . A<. A<. 100 . . . . . . 100 100 . . . . A<. . . . 100 SJ 26 . A<. C<29 81 . . . , 24 37 98 64 . 100 . . A<. . 10 53 81 SP 20 . A<. AC<71 19 . . . . 76 63 2 36 . . . . A<. . 90 47 19 NT 21 100 A<. A<. . 100 100 . . , , . . . . 100 100 A<. . . . . . NE 33 . P.D<100 A<. . . . 100 100 . . . . 100 . . . A<100 100 . . . NJ 16 4 ADC45 A<. . 6 3 24 52 . . . . . . 1 28 A<39 100 . . . NP 39 96 ADC55 A<. . 94 97 . 76 48 . . . . 100 . 99 72 A<61 . . . . TJ 7 4 A<. AC<29 . 6 3 . . 24 37 . . . 100 1 28 A<. . 10 53 . TP 36 96 A<. AC<71 . 94 97 . . 76 63 . . . , 99 72 A<. . 90 47 . FJ 34 . D<45 A<. 81 . . 24 52 98 64 . . , . 39 100 . . 81 FP 23 . ADb5 A<. 19 . 76 48 . . 2 36 100 . . . A<61 . . . 19 S9,~PL 62°ZS 0
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~ ~ aN a ~ ".1 N N ~ N H ; ~ Oi b H •!Z'~~1jjN u . p r1 N M a OD b N N N p N . . ~ . . . ~ . N N . . . . . . . . . t0 W . . . . . . . . . . . . . . . . . . a . . . . . . . a a . . . . . . . . . . . . . . . . . . . . . . a a . . . . . . . . . . . . . . . . . . . . . . • • • • • • . . • M ~.MI N N wa V N N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ~ ~ . ~ N . . . . N N , . . ro Q . . . . . . . . . . . . a v .i .~ 10 b . 111O+++~~~ pyyy+++~~~ . . . • • • . . . . . . . . . N Ifl . . . . . . . . . . . . . . . • . • . • • . . . . . . . . . . . . . . . . . . . . . . . . . . . • • . . . • N N b . . . . . . . a a . . . . . . . . . . . . . . v ~ . . . . . . N N ~ ~ •
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6-JUM-1997 09:59 VOIRFS':115 DR2:372-60 R.7R 3EQ•ff2iTATIQ7 STUDY : FFI4ASE SM010:3t.4 A® 25-34 Table 284 Page 3S4 Q-F: Vsual Bzand Based on Xinstan Competitive Campaign AdSA% Raters Total FT NF ST SF INT F2iT INF P27F IST EST ISF ESF FNFP ISTJ ....27T..... .... NF..... .... ST..... .... SF..... Sample Base Weighted Base 101 87 16 19 31 30 27 16 27 10 22 15 11 8 20 22 14 13 13 3 13 12 14 10 11 5 Cauc Other 8 14 2 6 19 0 Cauc 28 26 Other 3 4 Cavc 18 10 Other 9 6 Cavo 21 21 Other 6 2 Sig Test Co1uma PeE>Versus Lc.rer Case 80% Opper 90% 100=. Low Tar/Lights 8520% 100mm. Vtltra Ia. Tar/Lights 85- 100-+ A B>ACDE C>ABDE D>ABCE E7ABC9 F>AG pAF FDAI I>AFI J>AK AAJ IJAM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU ST>AT V>AW W>AV BASIC (2IIS+M) 2 2 a<. 1 5 1 10 2 . . . 3 7 . 1 71 4 a<. BASIC (2ai) 2 2 a<. 1 5 1 10 2 . . . 3 7 _ 1 71 4 a<_ EV11 Flavor • 2 . . 5 1 . * . . . . 2 . 1 71 85= . . . 5 . * . . . . 2 . 1 . ' . . . 100=+ * 1 . . . . 1 _ . . . . . . 71 Low Tar/Lights 2 a<. 3 . 1 . _ 10 1 . . . 3 5 4 1 85= 1 _ 3 _ _ 10 1 . . . . 5 100=+ * . . . 1 . . . . . . . 3 . . . . . . . . 1 Vtltra Low Tar/Lights . . . . . . 85mm, 100RM. BASIC MENTFIOL Full Flavor 851MM 100=+ Low Tar/Lights 85MM 100mM+ Utltra Low Tar/Lights 85sM 100mm+ GpC (HIt+21) 3 A<. 5 3 2 . . 10 3 1 8 2 2 2 3 . . 4 10 2 4 1 13 GPC (Y&d) 3 A<. 5 3 2 . . 10 3 1 8 2 2 2 3 . . 4 10 2 4 1 13 Full Flavor 1 . 2 1 1 . . 4 1 1 . . 2 2 3 . . 2 . 2 . 1 . 8531M . . 1 . . . . . 1 . . . . 3 . . . . 2 . . 100amm+ 1 . 2 . 1 . . 4 1 . . . 2 2 2 . . . 1 . Low Tar/Lights i a<. 3 2 1 . . 5 2 . 8 2 . . . . . 2 10 . 4 . is 66tL 689TS 0
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6-JUN-1997 09:59 VOLRAS':115 DR1:372-60 PJR SECHENTATION STUDY :F+VA*-A' Smopa= At,ID 25-34 Table 258 Pa9e a14 Q.F: Usual Brand Based on Competitioe WINSTON Ratera Total NT NF ST Sr IH? IIiT ZHF IIIF ZST EST 1SF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... .... SF.._.. Cave Other Cauc Other Ca. Other Cauc Ot}yer Sample Base 57 12 17 16 12 2 10 4 13 8 8 5 7 8 2 10 2 16 1 9 7 12 0 Weighted Base 90 19 30 20 22 3 16 8 22 13 7 11 11 11 3 17 2 27 3 11 8 22 0 Sig Test Column aaf>Versus Lores Case 80% Upper 90% A 8>ACSE CpABDE D>ABCE E>fi9Cn F>AG G>AF fDAl I>AH .7>At( 2UAT L>AM N>AL O>AM P>AQ Q>AP R>AS S> AR T>AU (AAT V>AW T'7-AV Dsonarch (2a) - - • - - - . . . . - • • - - - - . . . . . Monarch R'j) - • - • - - . . . . _ _ . . . . . . . . . _ Montclair (2II4J Players 0•A . . . . . . . . . . . . . . . . . . . . . . Pyramid 00 Raleigh Eztra (20•1) . _ ' ' • _ . . . . . . . . . . . . . . . Style (2II9 Viceroy (2IIe Gecxric/Private Label (HIMw24) . . . . . . . . . . . . . . . . . . . . . . C~aneric/Private Label (tg'D - . . . . . . . . . _ _ _ . . . . . . - ' . G~ric/Private Label (bA Other Savings (HId+2+p . . . . _ . . . . . _ ' _ . . . . . . . . . Other Savings (l4SS Other Savings 00 FULL PRICE or SAVI27GS: . . . . . . . . . . . _ _ ' . . . . . . . _ Fall Price Savings N0N462iTH0L or MENTHOL: 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Non-ldmthol Menthol STRF27GTH: 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Fuil Flavor 25 45 A<13 27 23 6 52 26 9 33 17 19 27 18 6 49 . a<14 - 44 5 23 Low Tar/Lights 66 49 71 62 77 94 40 74 70 67 53 81 73 37 94 51 28 68 100 56 71 77 Ultra Lov Tar/Liqhts 8 . aQ6 10 . . . - 22 . 30 . . 45 . . . a<18 24 Not stated LIIPGIE: 1 7 . . . . 8 72 85mm 60 41 57 a<75 68 6 47 39 63 77 70 73 64 23 6 45 . 52 100 100 41 68 200ma 38 53 41 25 32 94 45 61 35 23 30 27 36 72 94 55 28 46 . . 59 32 120= 1 . 2 . . . . . 3 6 2 . . . . Not stated 1 7 8 72 TOTAL FULL PRICB 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 FP N0N-IIIn1TIi0L 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 1 00 FP NK FULL FLAVOR 25 45 A<13 27 23 6 52 26 9 33 17 19 27 18 6 49 . a<14 . 44 5 23 o 18 25 1K7 cG27 18 6 29 2 9 33 17 19 18 18 6 28 a<8 44 5 18 . . 9 7
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£T T>Y ' £T ZZ 9Z>}f ' TT 6 ££ - £ 6Z 9 E£>Y Z ZT 9 Z>Y 8 SZ>304Y 0T £T £ZT Yo8 I 04 8L 6S>Y OI LT>Y 6Z 4D TL 0S 4T LS £9 IL ST>Y 8T £E 98 L£>0 99>3JQY 9I>V £9» 9£ 959 so8 98 69 ZZ 8Z>Y 89 LS IL 94 OZ 9T 98 04 8Z SZ ZS 08 95 8 T9>OQ 9Z>7 65>0 9D>P TS 68L YoH 6Z8'0 9L£'0 8LZ"0 9D£'0 L84"T LZ9'0 S09'0 995'0 6Z9'0 09S'0 L9E'0 £TS'0 Z9S"0 L8Z"0 TSS'0 £64'0 0S9'0 SLS'0 D9£'0 91,Z'0 ZZ9'0 L0S"0 T0Z'0 soz~ PsepneZs T£O"Z 9ZL'T 9£8'0 L94'T 9LS'Z T9Z'Z 906'0 L£0'Z 9IZ'I Z6L'T 66Z'T T58'T £56'T ZL0'T Z9II'Z 9£9'T LS0"Z 809'T 88L'T LLZ'T 05£'Z 0£0'Z 9T0'Z u0?3YTAa0 P3QP-3S Z8'L>°VSf"9 SY"S 04'S>Y SZ'L L6'S Z9"9 SZ'9 8Z'S L9'4>V 8£'LYIYS8'S 9Z'S>4 S9'S>f Z8'S TT"L>?W4S'9 80'S 95'9>O Z4'S>Y ST'9>P SZ'9>P ST'9 azoOS aeayZ T ' T Z S " ' T T a PIIS .CT-m&23x3 T £S T>Y " £T ZZ SZ>4' ' 0T 6 ££ ' £ 6Z 9 ££>ri ' ZT T Z>Y 8 SZ>30QY 6 £I Z £ . 9AII . '>Y ' 8 . . . 8E " 9Z . . 6 " . . £T>OEQ '>V L>pq '>Y 9 9 T 9Z 8L 65>Y 0T 6>Y 6Z 99 TL ZT 9T Z£ E9 TL 9>Y 8T ££ 98 9Z» 99>3J4V 6W £P>a'J 0£ S 6 8E ZZ ZZ ' 9£ TL 9T LT L ZS ZZ ST >Z SZ 09 0Z T 9£>4 ZZ T£ 9Ap LZ L 9i . . . . . . v . . £ . . . . . S ' T ' - P T 8 T9 TZ ' 9>Y 89 TZ ' 9Z £ 6 T£ 8T £T Z LZ 0£ O£ L PZ>a 4YK 8Z>a 9ZM ZZ AddRi AT---4xd 6 AtiQ! dY<A S1Kl1 R1Ki W<S SYf2I dY<0 W<d bwO OYGN 1Y6i Y17C! LVat YttGr wKI Iv,~ HYtl £w3 maYf3 9oflY<Q 30&YGJ 30JtK8. Y %06 -dda S08 asgo --o'Z snsxoAG;Q4i cmaToO zsaS brS Z TZ 9 0T 4 9Z 0 61 9 S 0T ZT £ £T ZZ 8 SI 9 ZZ 9T 0£ 6T 48 asQH Po3q6?a!! 9 TZ 6 8T £ 8Z Z 4T 8 TT 9T -£T £T 4T OZ TT OT 9 . LZ LZ TC 9T T0T asQg aTdmS ~O --o -i30 --o =aR30 onva i+R30 -go .. _..~.... .....~.... .....~--.. .....~.... rdSl d3tli Z= dSS 7xd ISI 3Ki aDII ZKi StII 3S .LS AN SN TV4oi . Sb£ *Bud 6LZ aT4Qz t£-SZ 09ry1! SMIOFS S1FbLi3 ; x00bS liOIiYSLFmD3S 27L'd 09-ZLE=IW STT=SilTIOA ssaaQa YI+rsPV X16?pawsJ y+n?aaUoy *m-4sn?M - PxQs -Ta = Y145PY XL6?Vdu-J -'isatp =ZZ'0 65=60 L66T-NAC-9
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8 JUN 3 - -1997 09:59 WLREF:115 DSLI:372-60 R7R SEQENTATION STODY : FFM7E SMOKER.S AG89 25-34 Table 284 Page 53 Q.F: Usnal Brand Based on Winston C.wqxLiti.ve Caeg+aign AdSJ1M Raters Total NT NF ST SF INT ENT INF ENT' IST EST ISF LSF ENFP ISSJ ....NT..... .... NF..... .... ST..... .... SF.--.- Cbnc Other Chvc Other Cavc Other Cauc Othes SaaPle Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 14 2 28 3 18 9 21 6 Weighted Base 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Siq Test Colnlm Re£>Ve=stss Lover Case 80! UPPer 90% A B>ACDE C>ABDE D>ABCE E>AB@ F>AG G>AF FDAI UAH J>AE Xow (2II44A 1DAa L>AM ?DAL NNA O>AN P>AQ Q>AP R>A8 S>AR T>AU II>AT V>AW W>AV Nov (NDO . . . . . _ - . . . Now (24f . . . . - . . - - . . . . Pall Mall (HId+M? . . . . . . . . . . Pall Mall (IIId) . . . . . . . . . . . . . Pall Mall (AA - . . . _ _ . . . . Parliament (1&S) . . . . _ . . . . . . . . Italei9h (NM) . . . . . . . . . . . Satatoga (2IId) Satin (2III) . . . . . . . . . . . . . Tareyton (NM) True (2IIt) . . . . . . . . . . . . . . . . . . . . . . . Vantage (PIISS 1 . . 5 29 . . . . . . . . 8 . . . Virginia Slims (2Af+M) 3 A<. 2 A<. aSD<10 3 21 11 . . . 2 . A<. . a<10 . Virginia Slims (Ntd) 3 A<_ 2 A<. aBD<10 3 Virginia Slims (b) - 21 11. . . 2 . A<. . a<10 . Other FP'(Idi+M) Other FP (NM) . . . . . . . . . . Other FP (bA SAVINGS: . . . . . . . . . . . . . . DORAL (NM+M) 4 2 3 7 3 9 1 5 2 2 28 3 3 8 . 2 29 4 . 10 2 1 29 DOPA2, (2AS) 4 2 3 7 3 9 1 5 2 2 28 3 3 8 . 2 29 4 . 10 2 1 29 Fhll Flavor 1 1 1 4 1 2 ' 2 * * 21 1 1 2 . 1 - 1 . 6 1 1 4 85mm 1 ' • 2 1 1 12 1 * 2 . * . 1 . 3 . 1 3 100mm+ . 1 • • 2 * 1 . 1 . * 8 . * . . * . * . 2 1 ' 1 Low Tar/Lights 2 2 2 3 2 7 * 4 2 2 7 1 3 6 . 1 29 3 . 4 1 a<- 24 85~ 1 2 ' 1 1 7 * . ' . 4 1 . . . 1 29 * . 1 1 . 9 100=+ 1 . 2 2 1 . - 4 2 2 3 . 3 6 . . . 2 . 3 . . 16 Utltra Loa Tar/Lights 85- 867;L 689TS
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6-JVN-1997 09:59 VOIREF:115 DRI:372-60 R.7R SFQ4F1TfATION STUDY : FB4ASE SMO10?R.S AGE9 25-34 Table 290 Page 364 0•4a-a: Usual Brand Lifetype Preferences : Dimension TF Based on Usual Brand MARLMLO Smokers Total RT MF ST SF IlaT FNT INF IIQF IST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... SamPle Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 Cauc 8 Other 2 Cauc 8 Other 2 Caac 6 Other 4 Cauc 10 Other 1 Weighted Base 94 22 26 22 24 3 19 8 19 15 7 13 11 5 6 19 3 20 6 14 8 23 - 1 Sig Test Column Pjaf>Versus Lo.er Case 80% Upper 90E A 8>ACOE OAEDE D>ABCE E>ABCD F>ts0 G>AF FDAI I>AH J>AK lOAT L>AM ADAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AD D>AT V>AS7 W>AV Its heart rule its head 42 33 79 30 19 . 38 100 70 44 . 21 16 38 83 31 46 73 100 26 38 20 . Its head rule its heart 58 67 21 70 81 100 62 - 30 56 100 79 84 62 17 69 . 54 27 . 74 62 80 100 Valiix sentiment more than logic 35 41 50 21 24 . 47 100 30 24 15 21 26 . 32 40 46 51 50 26 13 25 . Value logic more than smtimrnt 65 59 50 79 76 100 53 . 70 76 85 79 74 100 68 60 54 49 50 74 87 75 100 Convincing 67 64 60 61 84 100 58 24 75 62 58 92 74 62 83 65 54 63 50 47 87 87 . Touching 33 36 40 39 16 . 42 76 25 38 42 8 26 38 17 35 46 37 50 53 13 13 100 Analyze 61 78 43 60 65 100 75 . 60 43 100 36 100 . 32 75 100 41 50 66 50 68 . sympathize 39 22 57 40 35 . 25 100 40 57 . 64 . 100 68 25 . 59 50 34 50 32 100 Determined 52 55 54 39 58 100 49 . 76 19 85 71 42 62 . 56 54 41 100 40 37 60 . Devoted 48 45 46 61 42 . 51 100 24 81 15 29 58 38 100 44 46 59 . 60 63 40 100 60SL 689ZS
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6-JUN-1997 09:59 Q.F: Vsua1 Brand Based on Winston Coupetitive Canpaign AdSAM Raters VOLREF:115 DRI:372-60 RJR SECIM LPPATION STODIC : FP?9V.E SL4DPO"22S A® 25-34 Table 284 Page 357 Total N'f NF S7 SF INT II7T INF P27F IST FST ISF ESF FNFP ISTJ .... NT..... .... NF..... .... SS..... ....SF..... Sample Base Weighted Base 101 87 . i6 19 31 30 27 16 27 22 6 4 10 15 11 8 20 22 14 13 - 13 3 13 12 14 10 11 5 8 6 Cauc 14 19 Other 2 0 Cavc 28 26 Other 3 4 Caoc 18 10 Other 9 6 Cano 21 21 Other 6 2 Siq Test Co1uzmn Ref>Versus Lower Case 80s Upper 90! 100+ Fp HS LOW TAR/LIQiTS 85 100+ FP !Af tJLTR4 LOW TARJLIGFiTS 85 100+ FP MF27THOL FP M FULL FLAVOR 85 100. FF M LOW TAR/LIGHTS A 8 50 29 21 5 5 B>ACDS 9 de<61 A<i5 ACDE<46 A<. A<. OASDE 6 aDE<60 ABDE<50 A<10 ABDE<16 ABDE<16 D>ABCE 7 aCi7 aQ8 19 A<. A<. IJASCD 9 a<38 22 16 A<. A<. F>A6 . 77 . 77 . . GQAF 12 57 19 38 . . tDAI 24 38 38 . . . I>AH A<. A<68 AG54 14 A<21 AQ1 J>AK 8 45 22 23 . . AA7 . . . _ . . L>AM 15 53 24 29 . . 29AL 2 21 21 . . . N>AO . 66 9 57 . . O>AN 18 50 . 50 . . P>AQ 9 61 15 46 . . Q>AP . . . . . . R>AS 7 59 A<47 a<12 AG18 A<18 S>AR . 68 68 . . . T>A7 11 AG28 28 A<. A<. A<. II>AT . 52 . 52 . . V>AW 10 41 24 17 A<. A<. V>AV . _ . . . . 85 100+ FP M LJLTRA LOW TAR/LIGHTS 85 100+ TOTAL SAVINGS 18 16 18 13 22 23 15 38 11 8 37 20 25 34 12 16 100 16 32 15 10 21 42 SAV NON-MFNTHOL 18 16 18 13 22 23 15 38 11 8 37 20 25 34 2.2 16 100 16 32 15 10 21 42 SAV NM FULL FLAVOR 4 4 3 9 2 16 1 6 2 6 21 1 2 6 12 3 71 4 . 11 5 2 4 85 2 1 1 7 1 6 ' ` 1 6 12 1 * 4 12 1 . 1 . 9 4 1 3 100+ 2 3 2 2 1 11 1 6 1 * 8 - 2 2 . 2 71 3 . 2 1 1 1 SAV NM LOW TAR/LIGHTS 12 A<2 Bd<15 a<4 aBD<21 7 * 32 9 2 16 19 23 29 . 1 29 12 32 a<4 5 19 38 85 5 2 5 a<1 d<9 7 * 15 2 . 4 9 . 9 5 . 1 29 6 - a<1 1 9 9 100. 7 A<. B<10 4 B<12 . . 16 8 2 11 10 14 . 24 . . . 6 32 3 4 10 29 SAV NM ULTRA LOW TAR/LIGHTS 2 acde<li a<. a<. a<. . 14 , a<. . . . . . . 11 . a<. . a<. _ a<. . 85 100+ 2 acde<l1 a<. a<. a<. . 14 . a<. . . . . . . li . a<. , a<. . a<. . SAV MENTfiOL SAV M FULL FLAVOR 85 100+ SAV M LOW TAR/LIGHTS 85 . . . . . . . . ' . - . . . . . . . . _ _ . Z0SL 623T5
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6-JtlN-1997 09:59 Q.4a-m: Oscsal Brand Li£etype Preferences : Dimension SN Based on Usual Brand 10SRLBORO Smokers VOLREF:115 DRI:372-60 RJR SEGME1TATION STODY : FIIKNi8 SF4MMS AG 9 25-34 Table 289 Pags '363 Total AT NF ST SP INT ENT Ilc£ FNF I3T EST ZSF £Sf F27FP ISTJ .... NT..... .... PF..... ....S2..... S8. . Cauc Other Cana Other Cauc Other cam Otlaer Sasple Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 8 2 8 2 6 4 10 1 Neiqhted Base 94 22 26 22 24 3 19 8 19 15 7, 13 11 5 6 19 3 20 6 14 8 23 1 Sig Test Caluzmn Re£>Versas Lower Case 80s Upper 90% Fact courses A 26 B>lSCDE 24 CQABDE . D>ABGE 52 FJABCD 34 £>AG . G>A£ 27 FDAI . I>AH . J>F1C 38 1DA? 85 IJAM 14 DDAL 58 Inlq . O>A8 49 P>AQ 19 0>AP 54 R>AS . S>AR . T>AII 53 II>AT 50 V>AW 35 ti>AV . Courses involving theory 74 76 100 48 66 100 73 100 100 62 15 86 42 100 51 81 46 100 100 47 50 65 100 Imq9s.ati.ve people 52 49 89 4 ' S8 100 41 100 85 . 15 36 84 100 . 50 46 100 50 . 13 60 . Realistic people 48 51 11 96 42 . 59 . 15 100 85 64 16 . 100 50 54 . 50 100 87 40 100 A practical person 51 57 22 69 61 . 65 . 30 55 100 64 58 62 32 50 100 14 50 79 50 60 100 An ingen.ious person 49 43 78 31 39 100 35 100 70 45 . 36 42 38 68 50 . 86 50 21 50 40 . Someone who is always coming up with 67 28 89 61 85 100 16 100 85 81 15 86 84 100 100 25 46 100 50 60 63 85 100 new ideas Someone who has both feet on the 33 72 11 39 15 . 84 . 15 19 85 14 16 . . 75 54 . 50 40 37 15 . groumd Literal 40 37 11 56 58 . 43 . 15 62 43 71 42 62 100 35 54 14 . 39 87 61 . pigurative 60 63 89 44 42 100 57 100 85 38 57 29 58 38 . 65 46 86 100 61 13 39 100 80SL 589T,q
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6-JtAP-1997 09:59 WLREF:115 DRI:372-60 R7R SE(2ZENTATIOH STVDY : FEMAT-f' SMOKERS AGFD 25-34 Table 288 Pa9e 352 ¢.4a-m: Usual Brand Lifetype Preferences :^+me*+sion E12 Based on Vsual Brand F9JtLBORO Smokers Total NT NF ST SF INT ENT It7F t27F IST EST ISF ESF ENFP ISTJ .... NT..... .... 1QF..... .... S'2..... --- 88..... Ca. Other Canc Other Caw Other Cauc Otaer SamPle Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 8 2 8 2 6 4 10 1 Weighted Base 94 22 26 22 24 3 19 8 19 15 7 13 11 5 6 19 3 20 6 14 8 23 1 Sig Test Column Ref>Versus Lover Case 80% Vpper 908 A 8>ACDE C>ABDE D>ABCE E>ABCT) F>AG GdAF FDAI I>AH J>AK lOAT IJAM bDAL 17>A0 O>AN P>AO Q>AP R>AS S>AR T>AU 0>AT V>AW F'?AV Joia in the talk of the group 71 48 100 65 66 . 55 100 100 50 100 51 84 100 83 40 100 100 100 53 87 64 100 Talk vith one person at a ti.me 29 52 . 35 34 100 45 . . 50 . 49 16 . 17 60 . . . 47 13 36 . Introduce others 63 36 72 79 62 . 41 76 70 76 85 65 58 38 100 34 46 64 100 74 87 60 100 Get introduced 37 64 28 21 38 100 59 24 30 24 15 35 42 62 . 66 54 36 . 26 13 40 . Hearty 67 48 100 58 58 100 40 100 100 57 58 71 42 100 51 40 100 100 100 41 87 60 . Quiet 33 52 . 42 42 . 60 - . 43 42 29 58 . 49 60 - - - 59 13 40 100 Reserved 33 51 7 48 31 . 58 24 . 69 . 43 16 . 49 50 54 9 . 67 13 28 100 Talkative 67 49 93 52 69 100 42 76 100 31 100 57 84 100 51 50 46 91 100 33 87 72 . Calm 34 42 18 30 47 . 49 24 15 43 . 64 26 . 32 41 54 22 . 47 . 45 3.00 Lively 66 58 82 70 53 100 51 76 85 57 100 36 74 100 68 59 46 78 100 53 100 55 . L@SL 68ayS
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6-JON-1997 09:59 0.14: Usual Brand Attribute Ratings Based on Usual Brand MARLBORO Smokers VOLREt`:115 Mt2:372-60 R7R SEGME27TATION STUDY :*'E+a*s' SMOIQ'FS A<,'fa 25-34 Table 292 Page 366 Total NT NF ST SF IPT IIiT INF E278 IST FST ISF ESP EttFP ISTJ .... NT..... _...HF----- .... ST..... .... SF..... Cauc Other Gw Other Cauc Other Cavc Ottxr Samp1e Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 8 2 8 2 6 4 10 1 aGightetl Base 94 22 26 22 24 3 19 8 19 15 7 13 11 5 6 19 3 20 6 14 8 23 1 Sig Test Col~ Ref>Versns Lover Case 80% tlpper 90% A B>ACDE C>ABDE D>ABCE E>ABCD F>AG 6>AF FDAI UAH J>AtC 2DAJ L>AM BDAL N>AO 0>AN P>AQ 4>AP R>AS S >AP. T>Atf SJ>AT V>1W tT>•AV Is too saooth 5 7 . 13 . . 8 . . 19 . . . . 51 . 54 - - - 38 . . Has just the right amrnmt of smoothness 81 80 89 73 81 100 76 100 85 62 100 79 84 100 49 85 46 100 50 79 62 80 100 Is not smooth enough 14 13 11 13 19 . 16 _ 15 19 . 21 16 . . 15 . . 50 21 . 20 . Too much full bodied taste 6 13 11 . - _ 16 . 15 . . . . . . 15 . _ 50 - Just the right amwsit of full bodied taste 92 87 89 100 93 100 84 100 85 100 100 100 84 100 100 85 100 100 50 100 100 93 100 Not enough full bodied taste 2 . . . 7 . . . . . . . 16 . . . . . . . . 7 . Just the right amoimt of tar and nicotine 85 100 78 82 81 100 100 62 85 74 100 79 84 100 32 100 100 86 50 100 50 80 100 Too much tar and nicotine 15 . 22 18 19 . . 38 15 26 _ 21 16 . 68 . . 14 50 . 50 20 . The right level of ease of draw 88 93 82 100 81 100 92 76 85 . 100 100 100 58 100 100 100 46 91 50 100 100 80 100 Too hard to draw smoke through filter 12 7 18 . 19 . 8 24 15 . - _ 42 . . . 54 9 50 . . 20 . Taste too strong 9 . 11 13 12 . . - 15 19 . . 25 . . . . . 50 21 . 13 . Has the right level of strength 84 100 89 87 62 100 100 100 85 81 100 65 58 100 100 100 100 100 50 79 100 60 100 Taste too light 7 . . . 26 . . . . . . 35 16 . . . . . . . . 28 . -r ?SL 689TS 9
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6-JUH-1997 09:59 VOLREF:115 DR2:372-60 R.7R SEG1421TATION STUDY : FPSitSE SMORS2.S AGM 25-34 Table 276 Page 334 Q.25: Winston Campaign Adjective Checklist Based on qinston Competitive Canpaicyi Raters Total NT NF ST S£ INT F1aT IItF ENF ISt EST ISF ESF ERF'P ISTJ ....NT..... .... NF..... .... ST..... ....SF--'.. Sample Base 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 Caw 20 Other 3 Caoc 30 Other 4 Cauc 24 Otlzer 10 Cauc 23 Other 6 Aeighted Base 98 23 33 16 26 4 19 8 25 13 3 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Coltmn Ref>Versus Lower Case 808 Upper 90% Entertaining A 31 B>ACDE 27 C>ABDE AC21 D>AHCE abC<44 E>ABCD C<41 F>A{' 75 0'>AF 17 FDAI 39 I>AH A<16 J>AK 38 A>AJ AJ<70 L>AM 25 ?1>AL AG55 R>AO 38 O>AN 4 P>PR 29 Q>AP . FqAS a<23 S>AR 12 T>AU A<57 U>AT 20 V>AA 42 W?AV 20 Conservative 7 aCd<15 A<1 3 c<9 11 16 . A<1 3 A<. 3 14 1 7 a<16 . A<1 . 4 . 10 . Social 10 A<2 A<3 ABCC13 ABC<21 9 • 5 A<2 16 AJ<47 17 a<24 1 35 A<2 . A<2 10 14 38 a<20 25 Irnwvative 8 c<10 A<* AC<20 C<11 5 11 . A<* a<22 13 . a<20 . . 10 . A<• . A<30 2 10 16 Offensive 17 A<8 ABE<32 bE<20 A<4 . 10 . A<42 lc<25 A<3 8 A<. 38 53 a<9 7 A<37 . A<2 55 A<. 58 Spontaneous 13 A<1 ab<8 ABCe<32 B<18 1 1 30 A<1 AK<38 11 5 a<29 4 4 A<1 . 8 2 A<49 1 18 16 xonest 10 a<4 A<1 c<9 ABCD<28 16 1 1 A<l 10 6 24 A<31 1 20 a<4 3 A<1 . 4 18 A<29 16 Mamorable 15 A<5 13 bt16 aB<25 . 6 1 17 18 9 34 16 41 8 A<5 . 14 10 24 1 a<26 9 Exciting 7 ce<14 4 8 4 77 1 7 a<2 7 13 8 A<• 2 16 a<16 . A<2 12 4 17 4 . Phony 21 EC25 AE<31 E<23 A<3 . 31 9 A<37 22 25 2 A<4 23 48 27 7 A<32 22 A<7 51 A<1 29 Caring 5 A<. aBE<9 BE<9 A<. . . 1 a<ll 9 9 . A<. . 20 A<. . A<* 66 2 22 A<. . Original 18 13 16 A<9 AbcD<31 71 1 28 12 A<* AJ<43 45 18 36 . 14 . 18 2 A<3 20 A<32 16 In poor taste 24 A<8 ASDE<51 BE<28 A<1 - 10 43 A<53 27 34 _ A<2 38 55 A<9 7 A<59 - AQ2 58 AU . F ai 25 22 AG11 C<32 ABC<43 76 11 35 A<4 R<39 A<6 38 A<47 5 36 24 . A<ll 12 a<39 19 A<46 9 Believable 7 A<. A<1 A<1 ABCD<23 . . * A<1 A<* 5 29 a<18 - 2 . A<_ . At1 2 A<1 1 A<24 16 Involving 1 a<. 1 ab<6 1 . . 4 a<. 7 . 1 • . 16 a<. . 1 . . 17 1 . Clever 18 A<2 B<17 aBc<30 aB<27 11 . 26 14 a<34 16 26 29 2 26 A<2 . A<7 78 A<46 * a<29 3 Not relevaat to me 17 ACDE<39 D<14 A<3 a<9 . 48 10 16 A<3 A<3 9 9 15 3 A<35 93 17 . A<1 7 a<9 17 Sensitive 3 A<* ABDB<9 A<. A<. . * 1 A<11 A<. A<. . A<. . . A<. 3 a<* 66 A<. . A<. . Imaginative 14 A<. B<11 Ab<5 ABCDC35 . . 35 A<4 A<* J<26 56 16 5 . A<. . 11 12 7 1 A<37 . Intimidating Free sPir].ted Convincizyq 4 12 il a<1 A<1 12 A<* 8<25 7 ABCE<t9 aB<21 14 1 3<14 13 5 3 71 . * . . 18 24 A<* 14 A<2 AKC22 22 17 3 18 a<4 . . 1 2 a<26 a<24 1 2 . 48 . 7 1 A<• 13 . 3 . A<* A<5 7 . 78 10 1 A<30 a<22 51 6 1 A<. 15 13 16 . 16 Like me 9 A<. S<9 b<7 ABd<20 . . 37 A<* 7 3 24 16 1 16 A<. . 10 . A<1 17 A<21 . Irreverent 8 De<13 DE<13 A<. A<1 3 15 38 5 A<. A<. . a<2 15 . 14 . 11 22 A<. . A<• 16 Cut of tonah 17 14 aE<24 aE<27 A<4 10 15 2 A<30 27 25 8 A<. 36 55 15 . 24 22 12 55 A<. 58 Trustvorthy 1 1 • 2 1 . 1 . * 3 . 1 * 1 6 1 . • . 3 . 1 . Borisx3 19 ALDE<46 D<14 A<3 d<12 4 55 9 16 A<3 A<1 . 23 14 3 A<49 7 16 . A<2 4 12 16 Himorcus 34 25 31 29 ABcD<50 71 16 82 A<16 30 27 65- 37 38 16 27 . 34 12 41 7 A<54 . Frierdly 8 9 A<2 4 aCd<16 . 11 2 aQ aC1 13 5 A<26 2 4 9 . A<1 12 4 6 a<17 . Shallow 25 21 AbE<39 E<28 AQ0 . 25 48 a<36 27 32 10 A<9 21 53 22 7 A<41 22 A<13 55 A<4 87 6L~L 68avS
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6-JUN-1997 09:59 WLREF:175 DR1:372-60 R7R SE24E10TATZON STUDY : FM&NtE SbAK£RS AtED 25-34 Table 296 Page 370 0.5a-m= Non-Usual Brand Lifetype Preferences : Dimension SN : Marlboro Based on Co;aetitive MARLBORO Raters Total NT 13F ST SF iPT FSiT II7F fxF ZST EsT iSF ESF P27FP ISTJ .... 1iT..... .... NF..... .... ST..... .... SF..... Cauc Other Ca= Ot2xi Cauc Other Caw Other Samp1e Base 58 7 12 21 18 4 3 2 10 10 11 6 12 8 8 6 1 12 0 15 6 16 2 Weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Sig Test Col== Ref>Versus Lower Case 80% Upper 90% A S>ACDE C>ABDE D>ABCE E>ABCD F>AG G>AF FDA1 DAH J>AK 1C>AJ L>AM IYDAL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AT7 Ti>AV Fact courses 61 31 91 47 A<37 19 42 100 91 45 48 50 35 85 44 11 100 91 30 90 A<37 36 Casrses involving theory 39 69 9 53 A<63 81 58 . 9 55 52 50 65 15 56 89 . 9 70 10 A<63 64 Imaginative people 78 74 91 A<40 aD<88 63 84 76 92 31 45 74 90 91 20 67 100 91 46 23 A<93 64 Realistic people 22 26 9 AS<60 a<12 37 16 24 8 69 55 26 10 9 80 33 - 9 54 77 A<7 36 A practical person 67 62 82 a<51 60 67 58 . 86 51 51 87 56 78 50 80 . 82 50 54 aG52 100 An inqeii.ous person 33 38 18 a<49 40 33 42 100 14 49 49 13 44 22 50 20 100 18 50 46 a<d8 . Someoae who is always coming up with nev ideas 57 67 41 61 A<74 48 84 100 38 25 84 66 75 2 22 58 100 41 54 81 A<82 36 S- who has both feet on the 9rotuid 43 33 59 39 A<26 52 16 . 62 75 16 34 25 98 78 42 _ 59 46 19 A<18 64 Literal 65 40 86 e<66 A<42 67 16 24 89 77 59 53 41 82 80 51 . 86 65 67 52 Figurative 35 60 14- 34 Ad<58 33 84 76 11 23 41 47 59 18 20 49 100 14 35 33 48 100 Ci 0 9 0
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6-70M-1997 09:59 VOL8EF:115 DRI:372-60 IL7R SEM+¢1iTATION STODY :£f1MALE SMOPMRS AQ9.25-3d T Se 295 Page 3S9 Q.Sa-a: Nan-Vsua2 Brand Lifetype Prefereeees : Dimmsiaai EI2 : Marlboro- Based on Coapetitive 29ULBORO Raters . Tota7. 27T NB' ST SF II72 ENT HqF ENF ISf EST ISF ES£ EtAP ISTJ .... liT..... .... RF..... .... ST..... .... SF..._. Cana Other Cavc Other Cavc Other Cavc Other Saiople Base 58 - - 7 12 21 18 4 3 2 10 10 11 6 12 8 8 6 1 12 0 15 6 16 2 Weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Siq Test Columma Ref>Versvs Zover Case 806 Upper 908 A B>ACdE C>AME D>ABCE E>ABCD F>AG QA£ EDAI I>AH J>AK 5>A.7 1.>A4t t9At N>AO O>AR P>AQ Q>AP R>AS S>AR T>AV V>AT V>Ai7 i1>Ap Join in the talk of the group 69 39 57 80 a<81 19 58 76 56 61 92 66 84 28 55 22 100 57 76 90 A<91 36 Talk wit2i one person at a time 31 61 43 20 a<19 81 42 24 44 39 8 34 16 72 45 78 . 43 24 10 A<9 64 Introduce others 68 91 56 63 Ad<82 82 100 100 54 50 71 66 85 24 50 89 100 56 74 35 A<92 36 Get introduced 32 9 44 e<37 A<18 IS . . 46 50 29 34 15 76 50 11 . 44 26 65 A<8 64 Hearty 63 60 57 56 . ad<76 82 42 24 59 79 41 77 75 32 76 49 100 57 62 41 A<84 36 Quiet 37 40 43 e<44 aQQ 18 58 76 41 21 59 23 25 68 24 51 . 43 38 59 A<16 64 Reserved 37 24 53 e<38 A<17 33 16 . 56 55 28 66 9 92 63 31 . 53 53 . A<21 . Talkative 63 76 47 62 Ad<83 67 84 100 44 45 72 34 91 8 37 69 100 47 47 100 A<79 100 Calm 49 47 80 E<39 A<15 81 16 . 85 37 41 79 II 80 34 60 . 80 33 55 AG18 . Lively 51 53 20 61 AD<85 19 84 100 15 63 59 21 96 20 66 40 100 20 67 45 A<82 100 t,L=L 6?Q ..C
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6-7UN-1997 09:59 Q.4a-m: Usoal Brand Lifetype Preferences : Dimeesian JPi Based on Usaal Brand MARLBORO Smokers VOLRFY:115 DR1:372-60 RJR SZM92rTATZON STUDY : PE29S7.E 94MFS ACC;ED 25-34 Table 291 Page 365 Total 1Pt HF ST SF INT IIaT INF ENF ZST EST ISF ESF ENFP ISTJ .... laT..... .... 10~'..... .... ST..... .... SF..... - Canc Other Cauc Other Cauc Other Caua Other Sample Base 41 10 10 10 11 1 9 3 7 7 3 6 5 2 3 8 2 8 2 6 4 10 1 Weighted Base 94 '-- 22 26 22 24 3 19 8 19 15 7 13 11 5 6 19 3 20 6 14 8 23 1 Sig Test Co1umn Ref>Verscs Lower Case 80! Upper 90! A B>A WE OABDE D>ABCE E>ABCB *>AG qAF fD•AI 1>AFi J>AB 2C>A7 7JAK 2DAL H>AO O>AN P>AQ Q>AP R>AS S>AR T>AU V>AT v>A4T N>Av Plan what it will do and when 18 13 . 21 38 . 16 . . 24 15 35 42 . 32 15 . . . 26 13 40 . Just go . . 80 87... 100 79 54 100 84 100 100 76 85 65 42 100 68 85 100 100 100 74 87 52 100 Arrange dates, parties, etc.., well 22 13 . 38 39 . 16 . . 55 . 71 . . 32 15 . . . 60 . 40 . in advance Be free to do whatever looks like 78 87 100 62 61 100 84 100 100 45 100 29 100 100 68 85 100 100 100 40 100 60 100 ftai when the time comes Organixe the job carefnlly before it 35 51 11 62 23 100 43 38 . 64 58 43 . . 68 50 54 14 . 41 100 20 100 starts Find out what is necessary as it 65 49 89 38 77 . 57 62 100 36 42 57 100 100 32 50 46 86 100 59 . 80 . goes along Nice to be able to plan accordingly 30 38 .. 35 51 . 44 . . 44 15 49 52 . 83 44 . . . 26 50 53 . A little =-,pleasant to be tied down 70 62 100 65 49 100 56 100 100 56 85 51 48 100 17 56 100 100 100 74 50 47 100 Scheduled 40 59 10 39 58 100 53 . 15 50 15 71 42 . 49 60 54 13 . 47 25 60 . Unplazmed 60 41 _ 90 61 42 . 47 100 85 50 85 29 58 100 51 40 46 87 100 53 75 40 100 Systematic 37 52 32 13 51 . 60 . 45 19 . 71 26 62 17 60 . 27 50 13 13 53 . Spontaneous 63 48 68 87 49 100 40 100 55 81 100 29 74 38 83 40 100 73 50 87 87 47 100 @tvl. 5897S
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6-JVA-1997 09 59 VOLFFF 115 D 372 60 7R SEQ4E N * T *' t 374 : : R1: - R NTATIO STUDY : EK - SMMMS AGF9 25-34 Table 300 Pag Dmographics : Age, Gcnder. Age within Gender Based a¢i Coapetitive tIUL8OR0 Raters Total ST SF ZNT F1GT IHF PW IST EST ISF £.SF F2tFP ISTJ .... PT..... _.._NF..... _._.ST..... ....SF.-... Saaqale Base 58 7 12 21 18 4 3 2 10 10 11 6 12 8 8 Cano 6 Other Caw 1 12 Other Cauc 0 15 Other 6 Cav 1 c OYlhes 6 2 Weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Siq Test Co1umn Re£>Versvs Lover Case 808 Vpper 90% A 8>AmE CAABDE D>ABCE £>RBCD F>AG GQAF tDAI I>AH J>AR R>AJ L>AM 1+DAL N>AO O>AN P>AQ 0>AP R>AS S>AR T>AV II>AT V»A A W>AV 25-34 100 100 100 100 100 100 100' 100 100 100 100 100 100 100 100 100 100 100 100 100 10 0 100 Mean Age 29.17 28_55 A<27.40 CG30.14AbC<30.89 30.51 26.83 32.29A<27.15a<30.98 29.62 29.72A<31_08 27_89 31.40 28.71 28.00A<27.40 31.49a<26.69a<30.4 .5 32.92 aN< AU< Interpolated Median 27.36 28.15 26.91 31.83 32.80 30.27 26.86 32.02 26.88 32.61 28.48 29_60 33_54 27_94 32.75 28.41 28.00 26.91 33.05 25.84 31.7 3 32.83 Female 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 10 0 100 Male: Female: 25-34 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 10 0 100 Mean Age 29.17 28.55 A<27.40 C<30.14AbC<30.89 30_51 26.83 32.29A<27.15a<30.98 29.62 29.72A<31.08 27_89 31.40 28.71 28.00A<27.40 31_49a<26_69a<30.4 5 32.92 Interpolated Median 27.36 28.15 26.91 31.83 32.80 30.27 26.86 32.02 26.88 32.61 28.48 29.60 33.54 aN< 27.94 32.75 28.41 28_00 26.91 ASI< 33.05 25.84 31.7 3 32.83 68 9'i.5 •
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• 6-JVN-1997 09:59 O.F: Usual Brand Based cn Winston Compet.itive Campaign Raters VOLnEf:115 DRI:372-60 F.TR SHZMEiTATION STODR : FF2SRSE SlOKERS AGE9 25-34 Table 278 Page 343 Total ST SF IST ES? ISF ESF !S7['P ISTJ ....1P1..... .... NF..... .... ST..... .... SF..... Cavc Other Cavc Other Cauo OtYver Caw Other Sample Base 120 23 34 34 29 9 14 11 23 17 17 13 16 14 10 20 3 30 4 24 10 23 6 weighted Base 98 23 33 16 26 4 19 8 25 13 3. 12 14 8 6 22 2 29 4 11 6 24 2 Sig Test Colsmn Ref>Versus Lower Case 80% Upper 90t A B>4CDE C>ABE D>ABCE E>ABC6 F>AG pAF B>AI DAH J>A1C AAJ L>AM M>AL N>AO O>AN P>AQ Q>AP R>AS S>AR T>AU U>AT V>AW q>AV 100+ 7 8 6 6 8 . 9 24 M. 8 A<. 15 a<1 . 17 8 . 6 . 10 . 9 . FP Nd LOW TAR/LIQiTS 54 De<65 aDe<63 A<35 45 71 64 38 A<71 R<44 A<. 53 a<37 75 48 63 91 63 66 AQ7 51 48 . 85 30 27 AbDE<45 A<17 a<20 . 33 38 A<47 IK22 A<. 24 a<16 6 . 23 91 A<42 66 27 . 21 . 100+ 24 acd<37 18 18 25 71 30 . 23 R<22 A<. 29 21 69 48 A<40 . 21 . A<. 51 27 . FP NM ULTRA LOW TAR/LIQiTS 5 A<. ABDE<14 A<. A<. . . . A<19 A<. A<. . A<. . . A<. . A<16 . A<. . A<. . 85 5 A<. ABDE<14 A<. A<. . . . A<].9 A<. A<. . A<. . . A<. . A<16 . A<. . A<. . 100+ FP MENT80L FP M FULL PIAVOR _ _ 85 100+ FP M LOQ TAR/LIGHTS 85 100+ FP M ULTRA LOW TAR/LIQiTS 85 . . . . . . . . . . . . . . . . . . . . . . . 100+ . . . _ . . . . . _ . . _ . . . . . . . . . . TOTAL SAVINGS 17 15 17 16 21 29 13 38 11 10 AJ<40 20 21 25 15 16 9 14 34 18 11 19 42 SAV NON-Ng27THOL 17 15 17 16 21 29 13 38 11 10 AJ<40 20 21 25 15 16 9 14 34 18 11 19 42 SAV NM FULL FLAVOR 5 5 3 e<10 2 23 2 6 3 8 A<21 1 2 6 15 5 7 4 2 a<14 4 1 4 85 3 3 1 ace<9 1 13 . 1 ' 1 7 a<14 1 a<* 4 15 3 . 1 . a<11 4 1 3 100+ . 2 2 2 2 1 10 1 6 1 * 7 . 2 2 _ 2 7 2 2 2 1 1 1 SAV NM LOW TAR/LIGHTS 11 A<1 B<14 a<5 aBD<19 7 + 32 8 A<2 JU.8 19 19 19 . A<1 3 11 32 a<5 6 18 38 85 4 1 5 2 8 7 ~ 15 1 A<. 9 9 7 3 . 1 3 5 . 2 2 8 9 100+ 6 A<. B<9 3 B<t1 . . 16 7 a<2 10 10 12 15 . A<. . 5 32 3 4 10 29 SAV HId ULTRA LOW TAR/LIGHTS 2 acde<9 A<. a<. a<. . il . A<. a<. a<. .. a<. . _ aG7.0 . A<. _ a<. . A<. . 85 . . . . . . . . . . . . . . . . . . . . . . . 100+ ~ 2 acde<9 A<. a<. a<. . 11 . A<. a<. a<. . a<. . . a<10 . A<. . a<. . A<. . SAV MENTHOL SAV M FULL FLAVOR 85 100+ SAV M LOW TAR/LIGHTS 85 88tL 6?9TS
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6-JS7N-1997 09:59 - VOLREF TS' 115 DRI 372 60 a F 372 : - : RJR SDQffi TATZON STVDY : 724A SMORFRS ArM 25-34 Table 298 Par Q.5a-a: Non-Usual Brand Li£etype Preferences : D++ansion JP1 : Marlboro Based on Campetitive M0kTU3ORO Raters Total NT NF ST SF ZNT II7T IlaP' Etg' I3T EST IS8 FSF FFFP ISTJ .... NT----- .... NF..... .... S•t---.- Catu Other Canc Other Catx Other Cats c Other Sample Base 58 7 12 21 18 4 3 2 10 10 11 6 12 8 8 - 6 1 12 0 15 6 1 6 2 Weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Sig Test Cblumn Ref>Versus Lover Case 866 Upper 90% A B>74f9E C>ABDE D>ABCE E>ABCD F>AG G>AF tDAI I>AH J>A1C 1bAJ L>AM DDAL N>AA O>AN P>AQ Q>AP R>AS S>AR T>AU V>A W W>AV Plan what it will do and when 59 24 89 A<31 48 34 16 24 92 30 31 60 46 87 34 31 . 89 29 35 5 8 Just go 41 76 11 A<69 52 66 84 76 8 70 69 40 54 13 66 69 100 11 71 65 4 2 100 Arrange dates, parties, etc.., vell 54 48 80 41 A<30 37 58 . 84 47 38 89 20 74 45 33 100 80 40 44 A<3 6 in advance Be free to do vhateaer looks like 46 52 20 59 A<70 63 42 _ 100 16 53 62 11 80 26 55 67 . 20 60 56 A<6 4 100 fun rhm the tiIDe comes Organize the job carefully before it 66 53 84 55 a<53 67 42 24 88 28 71 74 50 80 32 40 100 84 41 90 5 7 36 starts Find out vhat is necessary as it 34 47 16 45 a<47 33 58 76 12 72 29 26 50 20 68 60 . 16 59 10 4 3 64 goes along Nice to be able to plan accordingly 63 70 77 E<67 A<41 95 58 . 81 54 75 37 42 69 47 62 100 77 54 100 5 0 . A little unpleasant to be tied dova 37 30 23 33 AD<59 15 42 100 19 46 25 63 58 31 53 38 . 23 46 - 5 0 100 Scheduled 56 46 81 a<42 A<36 52 42 24 84 44 41 60 32 74 42 31 100 81 43 41 A<3 6 36 Unplanned 44 54 19 a<58 A<64 48 58 76 16 56 59 40 68 26 58 69 . 19 57 59 A<6 4 64 Systematic 53 24 86 a<40 A<28 33 16 24 89 22 50 - 47 25 82 26 31 - 86 33 57 A<3 4 . Spontaneous 47 76 14 a<60 A<72 67 84 76 11 78 50 53 75 18 74 69 100 14 67 43 A<6 6 100 [?89 LS
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6-JON-1991 09:59 VOSREF:115 DRI:372-60 RJR SEGMElITATIO7 STUDY : FENALE SMOM!R5 AGED 25-34 Table 284 Page 350 Q.F: Vsual Brand Based oai pi.nston Competitive Campaigr% AdSAM Raters Total laT SF ZST EST ISF ESF ENFP ISTJ .... NT..... .... NF..... .... ST..... ....SF..... Sample Base 101 16 31 27 27 6 10 11 20 14 13 13 14 11 8 CaLx Other 14 2 CaI 28 Other 3 Caeic 18 Other 9 Cauc 21 Other 6 Reighted Base 87 19 30 16 22 4 15 8 22 13 3 12 10 5 6 19 0 26 4 10 6 21 2 Sig Test Cclvmm Ref>Versus Lo.rcr Case 80% Upper 90% FULL PRICE: 29ARSBORO 0*4'0 A 65 B>ACdE AC<79 C>ABDE A<53 D>ABCE oC73 E>ABCD 62 F>AG 77 G>AF 80 fDAI 62 1>AFi a<50 J>AR 81 1C>AT 35 L>AM 72 YCAL N>AO 50 . O>AR 66 P>AQ Q>AP 80 . R>AS A<50 S>AR 68 T>AU 65 U>AT 87 V>AR 62 A>AV 58 MAR2.BORO (HI9 65 AC<79 A63 c<73 62 77 80 62 a<50 81 35 72 50 . 66 80 . A<50 68 65 87 62 58 Full Flavor 22 19 A<6 aC<36 AbC<36 . 23 24 A<. 36 35 24 50 . 17 19 . A<7 . a<36 35 a<34 58 85mm 16 a<9 A<. ABC<36 AbC<28 . 12 . A<. 36 35 8 50 . 17 10 _ A<. . A<36 35 25 58 100mm+ 6 9 d<6 A<. d<8 . 12 24 A<. . . 15 . . . 9 . 7 _ A<. - 9 . Lov Tar/Ligkts 43 AdE<61 E<47 37 A<26 77 57 38 50 45 . 48 . . 50 61 . 43 68 a<28 52 A<28 . 85m 26 a<15 ABDE<47 18 A<13 . 19 38 A<50 22 . 24 15 . A<43 68 28 . A<14 . IOOmm. 17 ACDE<46 A<_ C<19 C<13 77 38 . A<. 23 . 24 . . 50 46 . A<. . A<. 52 14 . MARLBORO bff27THOL Full Flavor 85mm 100mm+ Low Tar/Lights 85= 100mm+ CAMEL (NM+M) 3 A<. 4 3 3 . . . 6 3 . 3 4 _ 17 3 . . 5 . 2 4 3 _ CAD9;I. (ISp 3 A<. 4 3 3 . . . 6 3 . 3 4 17 3 . . 5 . 2 4 3 . Fh7.l Flavor 1 _ . 3 3 . . . . 3 . 3 4 . 3 . . . . 2 4 3 . 851aa 1 . . 3 2 3 . 3 2 . 3 2 4 3 . 100=.+ • . . . 1 2 1 . Loa Tar/Lights 2 a<. 4 . . . . . 6 . . . . 17 5 85um 1 . 3 4 . . . . 9 . . . 4 . . . . . 100mm+ • . 1 2 8 2 Vtltra Low Tar/Lights 85mm 100mm+ CAtffS I42VML Fhll Flavor 85mm 100mm+ Low Tar/Lights 85mm 100nmk+ • . . . . . . . . . . . . . . . . . . . . . . 1p V t 629 6S
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6-JL7H-1997 09:59 VOLRSF:115 DRI:372-60 R7R 3EGMENTATIOH STUDY : FP39UL^ 3d0KERS AGFa 25-34 Table 278 Bage 342 ¢.F: Usual Brand Based asi Wiastcn Campetiti®e Caspaign Raters Total NT RF f13F IST f.Sf' ISF ES£ ISTJ .... )iT..... .... NF..... .... ST..... .... SF.•_._ Semple Base Weighted Base 120 98 23 23 34 33 34 16 29 26 9 4 14 19 11 8 23 25 17 13 17 3 13 12 16 14 14 8 10 6 Cauc 20 22 Ota er 3 2 Cauc 30 29 Other 4 4 Cauc 24 11 Other 10 6 Canc 23 24 Other 6 2 Sig Test Co1umn Ref>Versus Lower Case 808 Upper 90% Monarch (HI!) 2swarch 00 Montclair (HIA) 1 B>PCDE a<. cd<9 C>ABDE a<_ A<. D>ABCE 2 A<. E>ASCD 4 cd<7 F>AG . - ©AF . 11 H>AI . . I>AH a<. P.<. J>AR 3 A<. IOAJ A<. 8 8 NDAL 6 t7>AO O>AN 6 P>AQ a<. 10 Q>AP . . R>AS a<. A<. S>AR T>AV 3 U>AT V>AW 4 W~-AV Players (24) Pyramid 00 Raleigh Extra (NrA Style (2aA • 2 . . 9 2 Viceroy (M Geveric/Private Label (2-M+)0 . . . . 6erieric/Private Label (HI4) . . . . Ceneric/Private Label Op . . . . Other Savi.ngs (IBMtAp . . . . Other Savings (2A0 . . . . Other Savings 00 FVLL PRICE or SAVIltGS: Ptitl Price 83 85 83 84 79 71 87 62 89 K<90 A<60 80 79 75 85 84 91 86 66 82 89 81 58 Savings 17 15 17 16 21 29 13 38 11 10 AJ<40 20 21 25 15 16 9 14 34 18 11 19 42 1QON-?4RiTIiOL or t4ENTHOL: Noa.-Menthol 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Meethol STRQiGTIi: H1A1 Blavor 28 c<25 A<9 ABCE<59 C<36 23 25 31 A<3 A<54 AJ<82 28 a<43 6 52 26 7 AQ0 2 A<69 42 34 62 Low Tar/Lights 65 D<66 AD<77 A<41 D<64 77 64 69 A<79 AH<46 A<18 72 57 94 48 64 93 73 98 A<31 58 66 38 Ultra Low Tar/Li9iits _ 7 de<9 AtE<14 A<. A<. . 11 . A<19 A<. A<. . A<. . . 10 . A<16 . A<. A<. . Not stated . . . . . . . . . . . . . . . ' - - - . . . . LF17VTfi: 85mm. 58 A<44 b<65 a8eG70 55 19 49 54 69. 67 A<83 45 63 13 35 A<40 93 65 66 A<85 44 54 70 100= 40 ACD<56 33 a<27 d<43 81 51 46 a<29 31 Ac7.4 50 37 79 61 A<60 7 33 34 A<12 56 44 30 120mm 2 a<. 2 2 2 . . . 3 2 3 5 a<. 8 4 a<. . 2 . 3 ` 3 . Not stated TOTAL FVLL PRICE 83 85 83 84 79 71 87 62 89 2K90 A<60 80 79 75 85 84 91 86 66 82 89 81 58 EP "-14MWTHOL 83 85 83 84 79 71 87 62 89 R<90 A<60 80 79 75 85 84 91 86 66 82 89 81 58 BP !4•I FULL FIAVOR 24 e<20 A<6 IBC<49 aC<34 . 24 24 A<. A<46 A<60 27 a<41 . 37 21 . A<6 . A<55 38 33 58 85 17 C<12 A<. ABCe<43 abC<26 . 15 . A<. A<38 Aj<60 11 A<40 . 19 13 . A<. . A<45 38 24 58 ~ L?$L 5a^9IS ~ 0
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6-JVN-1997 09:59 . V07dW:115 2&iI_372-60 RJR S£QMF1iTATZON STOD7 : FFIKILE SM0KER.S A® 25-34 Table 304 Paga 38fi 0.2. 3: Lifetype Groupings : Dominant Based an Conopetitive 191RLBORO Raters Tota7. NT IiF ST SF II7T IIaT ZNF IISP iST EST ISF ESF FNFP 1STJ .... NT..... .... NF..... .... ST..... ....SF...-. Sample Base 58 7 12 21 18 4 3 2 10 10 11 6 12 8 8 Caix Other 6 1 Cauo Other 12 0 Cauc Ottrs 15 6 Canc Othar 16 2 weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Sig Test Column Ref>Versus Lower Case 808 tTpper 90% A 8>ACDE C>AME D>ABCE F>ABCD F>AG G'>AF FDA1 Z>AH J>A2C R>AJ L>AM P>AL N>AO O>AN P>AO 4>AP R>AS S>AR T>AV V>AT v>AW w>AV Dcm S 24 . . AE<63 33 . . . . 87 48 87 24 . 100 . . . 66 55 33 36 Ibm H 27 62 58 A<. A<. 66 58 . 61 . . - - 100 . 80 - 58 . . A<. . Dom T 10 38 . AE<37 A<. 34 42 . . 13 52 . . . . 20 100 . 34 45 A<. . I)om F 38 . 42 A<. AO<67 . _ 100 39 . . 13 76 . . . - 42 . - A<67 64 ~SL ~JH9ZS
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6-JUN-1997 09:59 V02dtEY_115 DRI:372-60 RJR SEQMPPATION STUDY : FPMALE SMOPMFS AGED 25-34 Table 302 Page 384 0-2, 3: Lifetype Groupings _ D+*r*+s;ons Sased on C.ompetitioe MARTSDRD Raters . Total NT NP ST SF IHT P37T INF ENF IST EST ISF ESF £NFP ISTJ .... 2aT..... .... NF..... .... ST..... ....SF• ".. Sample Sase 58 7 12 21 18 4 3 2 10 10 11 6 12 8 8 Cava Other 6 1 Cauc Other 12 0 Cauc Other 15 6 Cauc Other 16 2 Weighted Base 34 2 14 7 11 1 1 1 13 3 4 2 9 8 2 2 1 14 0 5 2 9 2 Sig Test Co1umn Ref>Versus Zower Case 80% Upper 90% A B)ACDE CdABaE D>ABCE E>ABCD £>AG G>A£ FDAI DAH J>AR R>AJ IJAM M>AL 27>AO 0>AN P>AQ O>AP R>AS S>AR T>AU 0>AT V>AV W>AV 2!2 82 53 95 A<62 D<86 . 100 . 100 . 100 . 100 100 _ 40 100 95 55 81 83 100 12 18 47 5 AE<38 14 100 . 100 . 100 . 100 . . 100 60 . 5 45 19 17 . S . 53 . . A<100 A<100 . . . . 100 100 100 100 . 100 . . . 100 100 A<100 200 N 47 100 100 A<. A<. 100 100 100 100 . . . . 100 . 100 100 100 . . A<. . T 28 100 . AE<100 A<. 100 100 . . 100 100 . . . 100 100 100