USC Tobacco Industry Monitoring Project Collection
Magazine Classification Project Preparation Meeting 910319
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)
Document Images
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
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
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
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
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
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
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
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
USING THE SYSTEM
MPMPVALS.319
LEO BLIRNETT
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
