Youth and Marketing
An Exploratory Study -- Kent Family Advertising Concepts (Addenda: Kent 2000 Concept)
Abstract
Kent Family Ad Concepts, explored by using focus group response to print ads. Finds that the ad concepts used for the three print concepts did not work - the audience did not differentiate among them. Mentions that 'sophistication' is not an appealing concept when related to a brand, because smokers don't feel sophisticated smoking, impression is that people at the top don't smoke. Response to Kent 2000 as a name is positive, modern.
Fields
- Notes
Original document code was 2229.
- Company
- Lorillard Inc.
- Marketing Type
- PrintAd
- ProdDesign
- Target Market
- Adults
- Upper Class
- Minor Subject
- Advertising and Marketing -advertising copy
- Advertising and Marketing -print advertisement
- Advertising and Marketing -research --focus group
- Advertising and Marketing -target market --adult (25+ years old)
- Advertising and Marketing -target market --upper class
- Brand -image
- Brand -preference
- Brand -switching
- Cigarette -design --low-tar
- Major Subject
- Advertising and Marketing
- Brand
- Author
- Shoi, Balabon Dickinson Research Inc
- Recipient
- Lorillard
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