Summarizes information on women and smoking, aimed at assisting Lorillard in entering women's cigarette market.
Outlines Philip Morris' plan to use the Virginia Slims Opinion Poll as a public relations tool to foster brand recognition and positive media coverage. Describes how the results of the 1995 poll will be released with fanfare, including employing a celebrity spokeswoman, a press conference, and a dozen-city media tour. Provides examples of a few questionnaire items, bullets of key findings, and lists components of the press kit that will report the complete findings from the 1995 Virginia Slims Opinion Poll.
Presents summary findings of the 1990 Virginia Slims Opinion Poll, the sixth in a series of national surveys analyzing women's attitudes and opinions (past polls: 1970, 1972, 1974, 1980, and 1985). Conducted by the Roper Organization Inc., surveys a national cross-section of 3,000 women and 1,000 men regarding attitudes toward women's changing status in society, careers, marriage and family. Provides original survey, as well as press releases arround groups of potentially interesting findings.
Suggests important predisposing factors to smoking initiation including: parental and sibling smoking, peer pressure, status and self-esteem needs, and that most smokers begin smoking between ages 10-18. Defines a type of non-smoker who is surrounded by the smoking environment, yet takes a militant anti-smoking stance. Explains motivations for smoking, which do not usually include taste.
Presents Philip Morris' summary report on the state of the tobacco industry as a whole and, in more detail, it's own cigarette brands. Provides a picture of the tobacco industry and Philip Morris in 1991 and its expectations and strategies for the next five years, using data from 1991 and projections for 1996. Discusses issues and strategies in reference to specific brands like Virginia Slims. Includes
Virginia Slims brand share data for various female age groups, and a plan to increase uptake among young adult females.
Presents a "creative presentation" of market research by Battistoni for Philip Morris. Concludes that young adults of the time were heavily influenced by the rock star Madonna, craved control over their lives and suffered from "dimmed financial hopes." Builds on these conclusions to state that this need for some sense of control over their world led young adults to create social action groups Greenpeace and Act Up. States in response that Philip Morris's advertising should "empower" young adults with "permission to smoke" and provides possible routes for doing so through marketing.
Reports 5-year goals of company growth including: maximize long-term profit; improve pricing, productivity, and volume; develop new products to challenge the competition.
Provides a table of contents for a document on Philip Morris' targeting issues. Includes themes concerning cigarette advertising targeting youth, the targeting of minorities and women and the association between sporting events and smoking. Outlines advertising and promotion/event sponsorship activities.
Presents update on various market research being conducted by/for R.J. Reynolds. Focuses on audience segmentation by brand. Discusses brand image and consumption by gender, ethnic group, race, and age. Also updates on status of various test products in various markets and describes the success and failure of test products and what research indicates were the causes.
Continues the description of a campaign plan to defeat a proposed 1980 smoking regulation in the state of California. Describes specific communication efforts and how campaign will target those voters most likely to vote against the Initiative. Includes budget.
Reports on series of 1994 focus group session done for Philip Morris to investigate what sort of images women have of "feminine" cigarette brands such as Misty and Virginia Slims. Describes responses of women when asked to reveal the key images that come to mind for each given brand of cigarette. Presents participants view of associated with terms such as: "feminine" cigarette brandsincluded: "grandma," "tacky," "cheap," "chemical," "asbestos," "Jesse Helms," and "trailer trash." Also details other findings around attitudes, practices, reaction to various circumferences, reactions to VS King, and other issues related to smoking.
Presents observations and conclusions from four focus groups of Pall Mall Gold smokers held in November 1990 in Cleveland and Dallas. Discusses lifestyle images associated with various brands in competition with Pall Mall.
Presents employee evaluation for Deborah L.C. Kay. Attaches copy of report on female smoker survey that "considers the effects of menstrual cycle on smoking behavior and the effects of hormonal changes or lifestyle on their smoking behavior and positive aspects of smoking specific to women."
Prioritizes goals and refines the image for the upcoming year of the PM 21 campaign. Focuses on image building in relation to "societal alignment" and audience groups.
Draft discussion questions for focus group. Centers on whether or not "public interest" PM 21 ads sway audience perceptions of the company. Focuses on current fears or worries of the public.
Discusses communication strategies, specifically public speaking, to target audiences through business, civic, community, women's and other groups.
Discusses achievements of PM 21 advertising messages in 1999. Focuses on women and African Americans.
Presents Philip Morris in a positive, community and diversity oriented mindset. Focuses on the African American community.
Describes a $10,000 grant from Philip Morris companies funding for a domestic violence center in Danbury, CT.
Presents data charts and analysis of PM image telephone surveys of 1200 individuals conducted between Sept 25 and October 19, 2000. Focuses on Opinion Elite, Activist Mom, Hispanic, and African-American segments.
Tests initial perceptions of Philip Morris, perceptions of PM in terms of corporate responsibility (and credibility), and evaluates specific PM 21 messages.
Discusses the goals, a variety of research methods (qualitative and quantitative), and the costs of current and future messages from the PM 21 campaign. Segments the groups into Hispanic, African-American, Activist Moms, and Opinion Elites.
An unsigned letter questions the StrategyOne report on focus group research. Suggests Marcy and Molly ads are more effective than StrategyOne portrays.
Summarizes results from PM 21 focus groups. Shows that ads do not convey community involvement extensively enough; do not convey that PM is more than a tobacco company. Presents that attaching PM to corporate brands does little, but tying to product brands makes emotional connection and improves favorability toward PM.
Presents final discussion questions for focus group. Centers on whether or not "public interest" PM 21 ads sway audience perceptions of the company. Focuses on current fears or worries of the public.