Magazine Classification Project Preparation Meeting 910319

USC Tobacco Industry Monitoring Project Collection

Magazine Classification Project Preparation Meeting 910319

Date: 19 Mar 1991
Length: 41 pages
2060372665-2705
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Fields

Named Organization: 1001 Home Ideas; 1ST for Women; 4 Wheel + Off Road; 4 Wheeler; Allure; American Photographer; American Visions; AN Af Times; Arch Digest; Architectural Digest; Automundo; Bassmaster; Better Homes + Gardens; Black Elegance; Boxing Illus; Brides; CAR + Driver; CAR Craft; Class; Cosmopolitan; Country America; Country Living; Cycle; Cycle World; Discover; Ebony; Elle; Emerge; Esquire; Essence; Family Circle; Family Handyman; Flower + Garden; Glamour; Golf; Golf Digest; Gourmet; GQ; Harpers; Harpers Bazaar; HG; Hispanic Business; Hispanic Magazine; Hombre De Mundo; Home Mechanix; HOT Rod; House Beautiful; Hunting; Ideas Para Su Hogar; Imagen; Inside Chicago; Inside Sports; Interview; JET; KY Farmer; LA Times Mag; Ladies Home Journal; Laughtrack; Life; Mademoiselle; MAS; Mccalls; Mechanica Popular; Metropolitan Home; Miami Mensual; Military Lifestyle; Mirabella; Modern Bride; Money; Most City Books; Motorcyclist; Movieline; Movies Us; Natl; Natl Enquirer; NEW Woman; Newlywed; NY; NY Woman; OFF Duty; Omni; Opera News; Outdoor Life; Parade; Penthouse; People; Playboy; POP Hot Rod; POP Hot Rodding; POP Photographer; POP Science; Premiere; Pulse; Readers Digest; Redbook; Road + Track; Rolling Stone; Salute; Scene; Self; Shape; SKI, Sloan-Kettering Inst; Skiing; Soap Opera Digest; Soap Opera Weekly; Southern Living; Spin; Sporting News; Sports Afield; Sports Illustrated; Sports News Annuals; SRI Intl; Star; Stateside Family; Stereo Review; Temas; Tennis; Town + Country; True Story; TV Guide; TV Y Novelas; US; Vanity Fair; Village Voice; Vogue; Womans Day; Womans World; Working Mother; Working Woman; World Tennis
Named Person: Xxrick
Type: Agenda; Mepl, Media Plan
Brand: Marlboro (PM)

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MAGAZINE CLASSIFICATION PROJECT :PREPARATION MEETING MARCH 19. 1991 M LEO BURNETT one 6.80 ~ +~ 5/76

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~ THIS SECTION WILL BE ( WRITTEN/PRESENTED BY RICK. ~ ( THE FOLLOWING PAGES REVISE THE FEBRUARY.28 ~ ~ PRESENTATION INTRODUCTION. ~ ~ INTRODUCTION OBJECTIVE: DEVELOP A SYSTEM TO MAXIMIZE ADVERTISING IMPACT BY ASSISTING IN: . SELECTION OF MAGAZINES PLACEMENT OF COPY INITIAL STEP: DEVISE BROAD PRINT CATEGORIZATION STRATEGY DIVIDING PRINT VEHICLES BY FUNCTION . PRIMARY AUDIENCE . MASS REACH IMAGE ENHANCING . CORPORATE 0 0 USED IN CONJUNCTION WITH BRAND AND CORPORATE OBJECTIVES, THIS w PROVIDES FOR MORE BALANCED PRINT SCHEDULES ~ aa . SPENDING ALIGNED TO BRAND AND CORPORATE GOALS c~ MPMPVALS.319 LEO BURNETT

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INTRODUCTION CURRENT TASK: DEVELOP A SYSTEM TO MORE PRECISELY DEFINE THE AUDIENCE OF EACH MAGAZINE IN ORDER TO . SCHEDULE BRAND CREATIVE MOST APPROPRIATELY BY MAGAZINE UNCOVER CREATIVE "GAPS" FURTHER ASSESS MAGAZINE SELECTION ON OTHER CRITERIA MPMPVALS.319 qm N LEO BURNETT

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PROPOSED SYSTEM IS SIMPLE . TWO BASIC TYPES OF INFORMATION INCLUDED FOR EACH BOOK USED BY PHILIP MORRIS IN 1990 OR 1991 . READER CHARACTERISTICS . SEX . AGE PSYCHOGRAPHIC SEGMENTATION . VALS . A MENU OF OTHER VARIABLES IS ALSO POSSIBLE . MAGAZINE-SPECIFIC CHARACTERISTICS WHICH COULD BE CRITICAL IN COPY PLACEMENT . OTHER DEMOGRAPHICS . SMOKING INCIDENCE . READER REACTION . TOBACCO/COMPETITIVE PRESENCE . ENVIRONMENT . PRICE 0 ~ © w MPMPVALS.319 - LEO BURNETT

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VAL MPMPVALS.319 rl LEO BURNETT

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WHAT IS VALS? . CONSUMER PSYCHOGRAPHIC SEGMENTATION . DEVELOPED BY SRI INTERNATIONAL INITIAL VALS TYPOLOGY LAUNCHED IN 1978 . VALUES AND LIFESTYLES BASED NEW MARKETING CHALLENGES AND CHANGING SOCIETY LED SRI TO REVIEW VALS . VALS 2 RELEASED IN 1989 MPMPVALS.319 ~ ~ LEO BURNETT

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AL 2 TWO DIMENSIONS FORM BASIS OF VALS 2 SEGMENTATION . SELF-ORIENTATION . PRINCIPLE . STATUS . ACTION . RESOURCES INCOME . EDUCATION HEALTH . ENERGY LEVEL . SELF-CONFIDENCE MPMPVALS.319 LEO BURNETT

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ACTUALIZERS or..". IFILFLIEDS BELEVERS ACHIEVERS STRIVERS STRUGGL.ERS #A....+ il.so..om Ill I 11110101 1 .11 *w,.WrM Nsm.c" EXPERIENCERS MAKERS A

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SMOKING INCIDENCE - SMOKER.INDEX ABOVE NAME, HEAVY SMOKER INDEX BELOW 86 ACTUALIZERS 99 or.d.a FULFL.LEDS \ / % 72 amr.© AC1-NEVERS kbm 139 Abur*kW p.s«.ces EXPERIENCERS 58 75 101 97 ®ELEVERS STRIVERS 103 108 115 KtwnM A.sm,o., EL99LE0909 LOW PROSPECT AUDIENCE 119 127 MAKERS HICH PROSPECT AUDIENCE 8 I .I aI 1{IIIiNI:'1"1'

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OVERLAY PHILIP MORRIS CRITERIA Traditional/ 86 ACTUALIZERS 99 Conservative Ads O .0 Specials and Spreads ft wo~r o:a.r swr. 66 FIA.FILEDS \ / ®ELEUERS 72 ACNIEVERS 75 101 139 High-Image/Action Ads-- C I STRIVERS 119 EXPERIENCERS 127 Aa..ra fl.s«.as a~ / Bran and MAKERS 103 108 115 103 k9ga09Ug LOW PROSPECT AUDIENCE STRUGGLERS 112 V - Pric Adve tiamal n.so,oss Name Advertising edia Promotions ~ Promotion rtising HIGtI PROSPECT AUDIENCE ~ Lw 1.11) Ill IItNI: I"f

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VALS GROUP: % OF ADULTS: ACTUALIZERS OR AFFLUENT OPINION LEADERS FROM THE UPPER EAST SIDE WHO DRIVE A MERCEDES BENZ 7.1% DESCRIPTION: MIDDLE-AGED, ACTIVE, TAKE CHARGE INDIVIDUALS WITH THE INCOME AND INCLINATION TO SEEK CHALLENGE AND INDULGE DIVERSE INTERESTS THROUGH NEW QUALITY PRODUCTS. THEY READ HEAVILY AND WATCH LITTLE TV WITH FAVORITE MAGAZINES LIKE CAR & DRIVER, MONEY, GOLF AND VANITY FAIR. GENERALLY, A PRIME PHILIP MORRIS FULL MARGIN TARGET AUDIENCE BECAUSE OF STATUS CONSCIOUSNESS, TREND-SETTER PROFILE AND REASONABLE SMOKING INCIDENCE. KEY MAGAZINES: NEWSWEEKLIES CITY/REGIONALS BUSINESS ARCHITECTURAL DIGEST ESQUIRE NEW YORK OPERA NEWS MPMPVALS.319 EPICUREAN THEATRE BOOKS TRAVEL DISCOVER HARPER'S BAZAAR LIFE TOWN & COUNTRY LEO BllRNETT

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VALS GROUP: FULFILLEDS OR APPLE PIE PATRIOTS FROM SUBURBAN MIDDLE AMERICA WHO DRIVE A LINCOLN % OF ADULTS: 10.6% DESCRIPTION: EDUCATED, MIDDLE AGED SECURE INDIVIDUALS WHO HAVE THE RESOURCES TO ENJOY A LIFESTYLE THEY ARE VERY COMFORTABLE WITH. ALTHOUGH THEY ARE OPEN TO NEW IDEAS, IT IS JUST FINE IF NO ONE ROCKS THE BOAT. THEY READ A VARIETY OF BOOKS AND WATCH TV WITH MAGAZINE READING FOCUSING ON SERVICE AND HOME TITLES LIKE M CALL'S, BETTER HOMES & GARDENS AND HOUSE BEAUTIFUL. THESE ARE POOR PHILIP MORRIS PROSPECTS DUE TO LOW SMOKING INCIDENCE AND CONSERVATIVE NATURE. ALSO THEY ARE NOT LIKELY TO BE TREND SETTERS. t~ 0 0 KEY MAGAZINES: COUNTRY LIVING MCCALL'S GOLF DIGEST 1001 HOME IDEAS ~ oa HG READER'S DIGEST ~ HOUSE BEAUTIFUL SOUTHERN LIVING ~' MPMPVALS.319 ~ ' LEO BURNETT

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VALS GROUP: ACHIEVERS OR REFLECTIONS OF THE AMERICAN DREAM FROM GREENWICH WHO DRIVE A VOLVO STATION WAGON. % OF ADULTS: 12.4% DESCRIPTION: YOUNGER MIDDLE AGED, SUCCESSFUL MANAGERS DEVOTED TO WORK AND FAMILY WITH RESPECT FOR AUTHORITY AND TRE STATUS QUO. KEEPING UP WITH THE NEIGHBORS IS IMPORTANT AND BRAND NAME PRODUCTS ARE VALUED AS BADGES. THEY ARE ABOVE AVERAGE READERS WITH MAGAZINE INTERESTS RANGING FROM AMERICAN PHOTOGRAPHER AND SHAPE TO NEW WOMAN AND WORKING MOTHER. THESE INDIVIDUALS ARE AN AVERAGE PHILIP MORRIS FULL MARGIN TARGET AUDIENCE DUE TO BRAND CONSCIOUSNESS, BUT THEY ARE BELOW AVERAGE SMOKERS. KEY MAGAZINES: FAMILY CIRCLE PEOPLE GLAMOUR REDBOOK LADIES' HOME JOURNAL WOMAN'S DAY MPMPVALS.319 LEO BllRNBTT

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VALS GROUP: % OF ADULTS: EXPERIENCERS OR FEAR NOT ADVENTURE SEEKERS FROM CONDO AMERICA WHO DRIVE A BMW 12.4% DESCRIPTION: IMPULSIVE, YOUNG, ACTIVE ENTRY LEVEL MANAGERS WITH THE DESIRE TO SEE A MUCH OF LIFE AS POSSIBLE. THEY ARE NOT SURE WHAT THEY WANT, BUT DO NOT WANT TO LEAVE A STONE UNTURNED GETTING THERE. THEY ENJOY TV, MOVIES AND MAGAZINES THAT TELL ABOUT LIFE -- FROM COSMOPOLITAN AND PLAYBOY TO ROLLING STONE AND SKIING. THESE INDIVIDUALS ARE A KEY PHILIP MORRIS FULL MARGIN, IMAGE BRAND AUDIENCE DUE TO HIGH SMOKING INCIDENCE, DESIRE TO TRY THINGS AND THE LIKELIHOOD THEY ARE TREND SETTERS AMONG THEIR PEERS. KEY MAGAZINES: CYCLE GQ PENTHOUSE ROAD & TRACK SPORTS ILLUSTRATED TENNIS ALLURE BRIDE'S ELLE MADEMOISELLE PREMIERE SELF LEO BllRVETT MPMPVALS.319

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VALS GROUP: STRIVERS OR "WAN-NA-HAVES" IN DESIGNER JEANS FROM GARDEN APARTMENT AMERICA WHO DRIVE A CAMARO % OF ADULTS: 13.3% DESCRIPTION: YOUNGER MIDDLE AGE, SUCCESSFUL BLUE-COLLAR WORKERS WHO FEEL THAT THE THINGS MONEY CAN BUY DEFINE STATUS, POWER AND HAPPINESS. HOWEVER, THEY DO NOT HAVE THE MONEY TO COMPLETELY INDULGE THEIR DESIRES. THEY TEND TO WATCH "TOP 10" TV AND READ MAGAZINES LIKE TV GUIDE AND US. STRIVERS ARE AN AVERAGE MARLBORO/BRANDED PRICE VALUE TARGET FOR TWO REASONS. FIRST, THEY HAVE AN AVERAGE TENDENCY TO SMOKE, BUT THEY 'ARE MORE LIKELY TO BE HEAVIER SMOKERS. SECOND, BRAND NAMES ARE IMPORTANT TO STRIVERS AS STATUS SYMBOLS, THOUGH RESTRICTED INCOME ~ MAKES STRIVERS BRANDED PRICE VALUE PROSPECTS:=, 0 ~ KEY MAGAZINES: EBONY MAS ~ HOMBRE DE MUNDO SPORTING NEWS ~ E AS ~ N L OV JET TV Y MPMPVALS.319 a LEO BURNETT

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VALS GROUP: BELIEVERS OR CHURCH SUPPER FLAG WAVERS FROM SMALL TOWN AMERICA WHO DRIVE A CHEVROLET % OF ADULTS: 17.3% DESCRIPTION: OLDER, RETIRED INDIVIDUALS WITH PRIMARY INTEREST IN FAMILY, HOME AND THE VALUES OF THE CHURCH AND THE AMERICAN TRADITION. THEY TEND TO BE COST CONSCIOUS. THEY TEND TO WATCH EVENING TV AND ARE NOT HEAVY MAGAZINE READERS. THESE.INDIVIDUALS WOULD BE A PRIME AUDIENCE FOR PHILIP MORRIS PRICE-VALUE.BRANDS DUE TO THEIR COST CONSCIOUS, CONSERVATIVE NATURE. KEY MAGAZINES: COUNTRY AMERICA FLOWER & GARDEN WOMAN'S WORLD MPMPVALS.319 LEO BIIRNETT

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VALS GROUP: MAKERS OR RUSTIC AMERICAN TRADITIONALISTS FROM THE RURAL HEARTLAND WHO DRIVE A JEEP % OF ADULTS: 12.5% DESCRIPTION: EARLY 30'S, BLUE COLLAR WORKERS WHO ENJOY WHAT THEY DO AND THEIR ABILITY TO CONTROL THEIR LIVES. COMFORT AND THE QUALITY OF LIFE ARE MUCH MORE IMPORTANT THAN LUXURY OR STATUS. THEY ENJOY ACTION-ORIENTED TELEVISION AND OUTDOOR AND PRACTICAL MAGAZINES LIKE SPORTS AFIELD AND FAMILY HANDYMAN. THESE INDIVIDUALS ARE A KEY AUDIENCE FOR PHILIP MORRIS PRICE VALUE BRANDS AND MARLBORQ, DUE TO HIGH SMOKING INCIDENCE COMBINED WITH A BASIC, PRACTICAL OUTLOOK. KEY MAGAZINES: HOME MECHANIX FIELD & STREAM 4-WHEELER OFF DUTY FIRST FOR WOMEN MILITARY LIFESTYLE NATIONAL ENQUIRER STAR m MPMPVALS.319 LEO BURNETT

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VALS GROUP: STRUGGLERS OR AMERICAN GOTHIC VICTIMS OF SOCIETY FROM POOR AMERICA WHO MAY DRIVE AN OLD FORD PINTO % OF ADULTS: 14.4% DESCRIPTION: OLDER, RETIRED INDIVIDUALS WITH MINIMAL FINANCIAL AND EDUCATIONAL RESOURCES. THEY HAVE BOTH LIMITED INTERESTS AND LIMITED ABILITY TO CHANGE THEIR LIVES. THEIR KEY ENTERTAINMENT EXPERIENCE IS TV. WHEN THEY READ, IT TENDS TO BE MAGAZINES LIKE TRUE STORY. THIS IS A PHILIP MORRIS PRICE VALUE AUDIENCE DUE TO AVERAGE SMOKING INCIDENCE AND LOW INCOME. HOWEVER, HIGH BRAND LOYALTY MAY MAKE IT DIFFICULT TO SWITCH THEM. MPMPVdLS.319 LEO BURNETT

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USING THE SYSTEM MPMPVALS.319 LEO BLIRNETT

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TO DEMONSTRATE HOW THE SYSTEM WORKS, LET'S EXAMINE FOUR TYPES OF ADS TYPE OF AD DESCRIPTION OF KEY AUDIENCE HIGH ACTION YOUNG SMOKING ADULTS IN EXPERIENCERS AND MAKERS VALS GROUPS HIGH TICKET PROMOTION FOR REDEMPTION, ACTUALIZERS (MARLBORO SILVER LIGHTER) AND ACHIEVERS OF ANY AGE/SEX FOR ASPIRATIONAL VALUE, STRIVERS OF ANY AGE/SEX FULL MARGIN PRICE OFFER BELIEVERS, STRIVERS, MAKERS AND STRUGGLERS PRICE VALUE BRAND BELIEVERS, STRIVERS, MAKERS AND STRUGGLERS al MPMPVALS.319 LEO BURNETT

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BESIDES THEIR KEY AUDIENCES, EACH OF THESE ADS COULD HAVE ACCEPTABLE AND UNACCEPTABLE AUDIENCES TYPE OF AD KEY ACCEPTABLE UNACCEPTABLE HIGH ACTION EXPERIENCERS ACTUALIZERS FULFILLEDS, MAKERS ACHIEVERS BELIEVERS STRIVERS STRUGGLERS HIGH TICKET ACTUALIZERS EXPERIENCERS BELIEVERS PROMOTION ACHIEVERS FULFILLEDS MAKERS STRIVERS STRUGGLERS FULL MARGIN BELIEVERS .FULFILLEDS ACTUALIZERS PRICE OFFER STRIVERS ACHIEVERS MAKERS EXPERIENCERS STRUGGLERS ACTUALIZERS PRICE VALUE BELIEVERS FULFILLEDS EXPERIENCERS BRAND STRIVERS ACHIEVERS MAKERS STRUGGLERS MPMPVALS.319 LEO BURNETT ;p

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TYPE OF AD: HIGH ACTION AUDIENCE: KEY - YOUNGER (LA-35) MALE AND FEMALE SMOKERS IN EXPERIENCERS AND MAKERS ACCEPTABLE - YOUNGER SMOKERS IN ACTUALIZERS, ACHIEVERS AND STRIVERS UNACCEPTABLE - YOUNGER SMOKERS IN FULFILLEDS, BELIEVERS AND STRUGGLERS STEP 1: IDENTIFY TITLES WITH HIGHEST INDEX IN EXPERIENCERS, SECOND HIGHEST ON MAKERS STEP 2: ADD TITLES #1 ON MAKERS, #2 EXPERIENCERS STEP 3: EXPERIENCERS #1, ANY ACCEPTABLE GROUP #2 MALE FEMALE DUAL CYCLE ROAD & TRACK INSIDE SPORTS A/N/AF TIMES AUTOMUNDO HOT ROD SOAP OPERA WEEKLY BRIDE'S ELLE MADEMOISELLE SELF COSMOPOLITAN SKI SKIING ROLLING STONE MOVIES USA VILLAGE VOICE PREMIERE ~ CYCLE WORLD VOGUE SPIN ~ MOTORCYCLIST PENTHOUSE 4-WHEELER FOUR WHEEL & OFF ROAD CAR CRAFT SOAP OPERA DIGEST ALLURE HARPER'S BAZAAR IMAGEN MODERN BRIDE LAUGHTRACK MOVIELINE NEWLYWED PULSE SCENE o w -Q va O0 00 POP. HOT RODDING SALUTE GQ NATIONAL N.Y. WOMAN WORLD TENNIS INSIDE CHICAGO INTERVIEW SPORTS NEWS ANNUALS MPMPVALS.319 LEO BURNETT

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TYPE OF AD: HIGH ACTION AUDIENCE: KEY - YOUNGER (LA-35) MALE AND FEMALE SMOKERS IN EXPERIENCERS AND MAKERS. ACCEPTABLE - YOUNGER SMOKERS IN ACTUALIZERS, ACHIEVERS AND STRIVERS UNACCEPTABLE - YOUNGER SMOKERS IN FULFILLEDS, BELIEVERS AND STRUGGLERS STEP 1: IDENTIFY TITLES WITH HIGHEST INDEX IN EXPER SECOND HIGHEST ON MAKERS STEP 2: ADD TITLES #1 ON MAKERS, #2 EXPERIENCERS STEP 3: EXPERIENCERS #1, ANY ACCEPTABLE GROUP #2 STEP 4: SELECT TITLES TO CARRY AD MALE FEMALE IENCERS, UAL CYCLE° ( SOAP OPERA WEEKLY SKIi ROAD & TRACK; BRIDE'S SKIING (INSIDE SPORTS I ELLE I IROLLING STONE~ A/N/AF TIMES MADEMOISELLE AUTOMUNDO SELF MOVIES USA VILLAGE VOICE HOT ROD ~COSMOPOLITAN PREMIERE-1 ~ CYCLE WORLD VOGUE MOTORCYCLIST SOAP OPERA DIGEST PENTHOUSE ALLURE SPIN LAUGHTRACK MOVIELINE o~ .~ 4-WHEELER HARPER'S BAZAAR NEWLYWED ~ FOUR WHEEL & OFF ROAD IMAGEN PULSE ~ CAR CRAFT MODERN BRIDE SCENE ~ POP. HOT RODDING N.Y. WOMAN SALUTE WORLD TENNIS INSIDE CHICAGO G 07 INTERVIEW NATIONAL SPORTS NEWS ANNUALS MPMPVALS.319 LEO BURNETT

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ANALYSIS OF LIST OF TITLES TO CARRY HIGH ACTION AD SHOWS HOW SYSTEM WORKS TO PUT MORE WEIGHT WHERE IT'S MOST DESIRABLE LESS WEIGHT AGAINST UNACCEPTABLE GROUPS ESTIMATED DELIVERY INDEX KEY GROUPS EXPERIENCERS 210 MAKERS 117 ACCEPTABLE GROUPS STRIVERS 122 ACHIEVERS 113 ACTUALIZERS 102 UNACCEPTABLE GROUPS . BELIEVERS 59 FULFILLEDS 55 STRIVERS 43 MPMPVALS.319 LEO BURNETT

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TYPE OF AD: HIGH TICKET PROMOTION AUDIENCE: ANY SMOKER AS FOLLOWS: KEY - ACTUALIZERS AND ACHIEVERS FOR REDEMPTION STRIVERS FOR ASPIRATION VALUE ACCEPTABLE - EXPERIENCERS AND FULFILLEDS UNACCEPTABLE - BELIEVERS, STRUGGLERS, MAKERS STEP 1: ACTUALIZERS #1, ACHIEVERS OR STRIVERS #2 MALE FEMALE DUAL HARPER'S BAZAAR NEW YORK METROPOLITAN HOME ARCH. DIGEST HARPER'S MOST CITY BOOKS ~ MPMPVALS.319 LEO BURNETT

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TYPE OF AD: HIGH TICKET PROMOTION AUDIENCE: ANY SMOKER AS FOLLOWS: KEY -. ACTUALIZERS AND ACHIEVERS FOR REDEMPTION STRIVERS FOR ASPIRATION VALUE ACCEPTABLE - EXPERIENCERS AND FULFILLEDS UNACCEPTABLE - BELIEVERS, STRUGGLERS, MAKERS STEP 1: ACTUALIZERS #1, ACHIEVERS OR STRIVERS #2 STEP 2: ACHIEVERS #1, ACTUALIZERS OR STRIVERS #2 MALE FEMALE DUAL HARPER'S BAZAAR NEW YORK MIRABELLA METROPOLITAN HOME ARCH. DIGEST HARPER'S MOST CITY BOOKS EMERGE PEOPLE HISPANIC BUSINESS L.A. TIMES MAG. MPMPVALS.319 LEO BURNETT

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TYPE OF AD: HIGH TICKET PROMOTION AUDIENCE: ANY SMOKER AS FOLLOWS: KEY - ACTUALIZERS AND ACHIEVERS FOR REDEMPTION STRIVERS FOR ASPIRATION VALUE ACCEPTABLE - EXPERIENCERS AND FULFILLEDS UNACCEPTABLE - BELIEVERS, STRUGGLERS, MAKERS STEP 1: ACTUALIZERS #1, ACHIEVERS OR STRIVERS #2 STEP 2: ACHIEVERS #1, ACTUALIZERS OR STRIVERS #2 STEP 3: STRIVERS #1, ACTUALIZERS OR ACHIEVERS #2 MALE FEMALE DUAL HARPER'S BAZAAR NEW YORK MIRABELLA METROPOLITAN HOME ARCH. DIGEST HARPER'S MOST CITY BOOKS EMERGE PEOPLE HISPANIC BUSINESS L.A. TIMES MAG. MIAMI MENSUAL MPMPVALS.319 LEO BIIRNETT

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ANALYSIS OF MEASURED BOOKS ON THE LIST TO CARRY THIS HIGH TICKET PROMOTION AD AGAIN SHOWS HOW SYSTEM PUTS THE EMPHASIS WHERE IT'S SUPPOSED TO BE ESTIMATED DELIVERY INDEX KEY GROUPS ACTUALIZERS 223 ACHIEVERS 167 STRIVERS 'g 93 ACCEPTABLE GROUPS FULFILLEDS 117 EXPERIENCERS 98 UNACCEPTABLE GROUPS BELIEVERS 83 MAKERS 67 STRUGGLERS 33 MPMPVALS.319 LEO BURNETT

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TYPE OF AD: FULL MARGIN PRICE OFFER AUDIENCE: ALL SMOKERS AS FOLLOWS: KEY - BELIEVERS, STRIVERS, MAKERS, STRUGGLERS ACCEPTABLE - FULFILLEDS AND ACHIEVERS UNACCEPTABLE - ACTUALIZERS AND EXPERIENCERS STEP 1: STRUGGLERS ABOVE 100 INDEX STEP 2: BELIEVERS #1 OR #2 MALE FEMALE DUAL KENTUCKY FARMER TRUE STORY STAR STATESIDE FAMILY NAT'L ENQUIRER COUNTRY AMERICA PARADE MPMPVALS.319 LEO BURNETT

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TYPE OF AD: FULL MARGIN PRICE OFFER AUDIENCE: ALL SMOKERS AS FOLLOWS: KEY - BELIEVERS, STRIVERS, MAKERS, STRUGGLERS ACCEPTABLE - FULFILLEDS AND ACHIEVERS UNACCEPTABLE - ACTUALIZERS AND EXPERIENCERS STEP 1: STRUGGLERS ABOVE 100 INDEX STEP 2: BELIEVERS #1 OR #2 STEP 3: STRIVERS #1 AND ANY KEY OR ACCEPTABLE GROUP #2 MALE FEMALE DUAL KENTUCKY FARMER TRUE STORY STAR SPORTING NEWS STATESIDE FAMILY NAT'L ENQUIRER BOXING ILLUS. COUNTRY AMERICA PARADE TV Y NOVELAS MPMPVALS.319 LEO BURNETT

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TYPE OF AD: FULL MARGIN PRICE OFFER AUDIENCE:. ALL SMOKERS AS FOLLOWS: KEY - BELIEVERS, STRIVERS, MAKERS, STRUGGLERS ACCEPTABLE - FULFILLEDS AND ACHIEVERS UNACCEPTABLE - ACTUALIZERS AND EXPERIENCERS STEP 1: STRUGGLERS ABOVE 100 INDEX STEP 2: BELIEVERS #1 OR #2 STEP 3: STRIVERS #1 AND ANY KEY OR ACCEPTABLE GROUP #2 STEP 4: MAKERS #1 AND ANY KEY OR ACCEPTABLE GROUP #2 MALE FEMALE DUAL KENTUCKY FARMER TRUE STORY STAR SPORTING NEWS STATESIDE FAMILY NAT'L ENQUIRER, BOXING ILLUS. COUNTRY AMERICA PARADE TV Y NOVELAS IDEAS PARA SU HOGAR MILITARY.LIFESTYLE FIRST FOR WOMEN MPMPVALS.319 LEO BURNETT

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THIS AD PRESENTS REAL CHALLENGES IN PLACING HARD TO GET WEIGHT AGAINST GROUPS WHO DON'T READ MUCH (STRUGGLERS, BELIEVERS) FULFILLEDS DON'T READ SAME BOOKS AS KEY GROUPS HARD TO AVOID WEIGHT AGAINST EXPERIENCERS - MUCH OVERLAP WITH MAKERS AND STRIVERS ESTIMATED DELIVERY INDEX MPMPVALS.319 KEY GROUPS BELIEVERS 100 STRIVERS 120 MAKERS 127 STRUGGLERS 109 ACCEPTABLE GROUPS FULFILLEDS 58 ACHIEVERS 89 UNACCEPTABLE GR UPS ACTUALIZERS 52 EXPERIENCERS 116 0 0 w w LEO BURNETT

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TYPE OF AD: PRICE VALUE BRAND AUDIENCE: ANY SMOKER AS FOLLOWS: KEY. - STRIVERS, BELIEVERS, MAKERS AND STRUGGLERS ACCEPTABLE - FULFILLEDS 6 UNACCEPTABLE - ACTUALIZERS, ACHIEVERS, EXPERIENCERS STEP 1: ELIMINATE ALL BOOKS WITH HIGHEST INDEX AGAINST ACTUALIZERS, ACHIEVERS OR EXPERIENCERS STEP 2: BELIEVERS/STRUGGLERS #1 OR #2 STEP 3: STRIVERS #1 OR #2 STEP 4: MAKERS #1 OR #2 MALE FEMALE DUAL KENTUCKY FARMER STATESIDE FAMILY PARADE SPORTING NEWS COUNTRY AMERICA EBONY STEREO REVIEW TRUE STORY J ET HOMBRE DE MUNDO US AMERICAN VISIONS BOXING ILLUS. ESSENCE CLASS POP. MECHANICS STAR HISPANIC MAGAZINE HOME MECHANIX TV Y NOVELAS MIAMI MENSUAL SPORTS AFIELD BLACK ELEGANCE MAS FIELD & STREAM MIL. LIFESTYLE TEMAS OUTDOOR LIFE IDEAS PARA SU NATIONAL ENQUIRER POP. SCIENCE HOGAR POP. PHOTOGRAPHER MECHANICA POPULAR FIRST FOR WOMEN INSIDE SPORTS 1001 HOME IDEAS ROAD & TRACK CYCLE CYCLE WORLD FOUR WHEELER 4-WHEEL & OFF RD. BASSMASTER ~ CAR CRAFT HUNTING ~ 0 OFF DUTY w POP. HOT ROD SALUTE ~ ~ © W MPMPVALS.319 LEO BURNETT

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TYPE OF AD: PRICE VALUE BRAND AUDIENCE: ANY SMOKER AS FOLLOWS: KEY - STRIVERS, BELIEVERS, MAKERS AND STRUGGLERS ACCEPTABLE - FULFILLEDS UNACCEPTABLE - ACTUALIZERS, ACHIEVERS, EXPERIENCERS STEP 1: ELIMINATE ALL BOOKS WITH HIGHEST INDEX AGAINST ACTUALIZERS, ACHIEVERS OR EXPERIENCERS STEP 2: BELIEVERS/STRUGGLERS #1 OR #2 STEP 3: STRIVERS #1 OR #2 STEP 4: MAKERS #1 OR #2 STEP 5: SELECT TITLES TO CARRY BRAND AD MALE FEMALE KENTUCKY FARMER [SPORTING NEWS , STEREO REVIEW HOMBRE DE MUNDO~ BOXING ILLUS. POP. MECHANICS HOME MECHANIX 'SPORTS AFIELD FIELD & STREAM OUTDOOR LIFE POP. SCIENCE MECHANICA POPULAR INSIDE SPORTS ROAD & TRACK CYCLE 'STATESIDE FAMILY COUNTRY AMERICA .TRUE STORY ~US ~ESSENCE~ STAR TV Y NOVELAS BLACK ELEGANCE MIL. LIFESTYLE IDEAS PARA SU HOGAR FIRST FOR WOMEN 1001 HOME IDEAS Y LE WORLD FOUR WHEELER 4-WHEEL & OFF RD. BASSMASTER CAR CRAFT HUNTING -OFF DUTY POP. HOT ROD SALUTE MPMPVALS.319 DUAL PARADE EB NY JET AMERICAN VISIONS CLASS HISPANIC MAGAZINE MIAMI MENSUAL MAS iTEMAS i INATIONAL ENQUIRER 1. POP. PHOTOGRAPHER LEO BURNETT

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SCHEDULE SELECTED SKEWS DELIVERY TOWARD KEY GROUPS HOWEVER, EXPERIENCERS INDEX HIGH BECAUSE SO MANY "MAKER" TITLES STRONG AGAINST EXPERIENCERS DELIVERY INDEX KEY GROUPS STRIVERS 136 BELIEVERS 104 MAKERS 132 STRUGGLERS 97 ACCEPTABLE GROUPS FULFILLEDS 75 UNACCEPTABLE GROUPS ACTUALIZERS 78 ACHIEVERS 86 EXPERIENCERS 144 MPMPVALS.319

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