Youth and Marketing
An Exploratory Study -- Kent Family Advertising Concepts (Addenda: Kent 2000 Concept)
Length: 72 pages
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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.
Original document code was 2229.
- Lorillard Inc.
- Marketing Type
- Target Market
- 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
- Shoi, Balabon Dickinson Research Inc