Tobacco Documents Online

/ / / -r MOTIVATIONAL RE~SEAPCH CURRENT ~ND pROPOSED ADVE~RTISING COV~UNICA~[ON ~R~ CIGARETTE BRAND PREPARED FOR: CIGARRI~P~ LA MOD~R~A, S. A. BY: RSTUDIOS PSICO-INDUSTRIALES, S.A. JANUARY, 1981 $ G2~.G4073S

INDEX INTRODUCTION ANALYSIS OF RESULTS SMOKING HABITS Concept Regarding Smoking. Smoking Behavior ............. Smoking and Self-Image .......... BRAND IY~GES Categories ................ Brand Selection .............. Image of Viceroy ............. Image of Marlboro ............. Image of Raleigh ............. Other B1ands .............. INTERNATIONAL CA~SPAIGN Immediate Reactions ........... PercEived Elements ........... Perceived Messages ........... Judgements and Attltude~ ......... FACES Cg~AIGN Immediate Reactions ............ Perceived Elements ............ Perceived Messages ............ ]udgements and Attltudes ......... SUMM~ARY OF CONCLUSIONS _p a_g_e i 8 ii 12 12 17 25 26 26 30 31 42 45 48 49 61 64 G21~40739

• L ~NTRODUCT]ON / The present r~pD~t contains the results of a gumlitati- ve research project, requested by Lic. Roberto Eunte for Ciga- REEF~ARCL BRTEF The "follow~ng excerpts are taken from th~ research brief prepared by La Moderna's marketing team. "A new advertising campaign has' just been developed for Viceroy c~garettes. This campaign is referr~a to as "~aces". "This campaign was surveyed in several Latin American markets (Panama, .Chile and Guatemala) . In view of favorable results, prodmmtion ~as started. C~rrently this ~ampaign is being 1~sed in different Latin Am0rican Countries". "Mexico decided not to change tD the n~w campa<gn, ba- sed on research results ~bich showed the "International" c~m- paign to be achieving adhquate commtu~icatio~ for the brand's key concept: A q~ality brand, with package appeal and Intern~ tional ~restlg~, as well ~s international taste for smoke. " • Target smDkers are young, urban, bQth male and female a~d high socio-economlc level[ ~21~40740

ii. "Whithin the brandts profile, through time there has been an increase in preference in D level smokers, and a correspond- ing increase in A/B and C level smokers". For each campaign, research objectives were established as described below. A. Evaluation of the mexican '*International" campaign and the "Paces"campaign in relation to the stra- tegy of the brand. J B. DeterminaLio~ of the visual and audio ale- // M merits that impact more within the campaigns. C. Determine tT~e internationality, prestige, qua]ity (product] and i~age of the smoker projected in each campaign. Determine if the campaigns are appropiate for cigarettes and specifically for Viceroy. 2° the campaigns. F. What is the pertained message in (Comprehension). Credibility, of the each of vel'to which the elements used give support to'this credi- bility. }|ow credible is the comprehension for the campaign compsred with the rcality of~the brand. 62i~40741 campaigns and the le-

.k Jli. "INTER14ATIONAL" A. Story told by each commercial. B. LoCations shown hy commercials. C. Interpretations and meanings attached to the phrase "International Flavor", and other similar copy. D. Role of ~usic in ads, and perception of dif- ferent arrangements. Opinions regarding ~se of the Viceroy van. Product characteristics communicated by the Y. CO mI~ rc IB] s. G. Situation appeal. Viceroy as an "international" ~rand. tion of an "international category" Of brands. Percep~.. ~Z1640742

• iv. I. Personalities proyected by models, ~nd motiv~t- ions elicited by them. Description of perceptions regarding their credibility as smokers and of nationality. J. Uniqueness/similarities with respect to other advertising campaigns, cigarette or other. K. Youth appeal of the campaign~ Perceived target audience, L. IiI. "FACES" A. B. C. sing?. D. E. F. she suggests Viceroy bran~) . Perception o~ package. Story told byeach commerclal. Locations shown. Perceived actions by model; who is she addres- Credibility of her behavior. Agressivity/appeal of the girl's attitude. Cred~billty of model as smoker; type of smoker (recent-experienced; heav2-1ight; loyal to the Nationality Of ~odel. G2XG40743

'.V H. I. Evaluation of campaign q~ality, prestige and product appeal. J. Youth appeal of campaign; a~dience. X. L. campaign, M. N, O. P. Audio phrases, ternaciol~al pot excelenci~". Reactions to her accent. in terms of modernity, perceived target ~ole of music in ads. Product characteristics co~unicated by the Situation appeal. Uniqueness/simi]arities with other campaigns. Perception of package. particularly "el cigarrillo in- • 2164074.i

IV. METHODOLOGY The research technique selected was focus groups, with a minimum of e~ght members per group. Each focus group started with a general introduction warm ~p discussion on cigarette smoking habits and general brand images. The co~ereials were shown on a color set attached to a recorder, carefully rotating the order of presentation. The mode of showing was this: Each campaign was represented by two commercials were shown again. The rotation pattern was as follows: International 3-2/FacDs i-2 International 2-1/Faces 2-i Faces l-2/Internatienal 1-2 Faces 2-1/International 2-1 Once all no~-guided reactions were registered, addition- al probing was done by directly asking questions related to research objectives. Vo SAMPLE' The sample was defined according to the following table, which gives the composition of each focus group. • ~ZI64074S o

vii, FOCUS SEX/MARRIED/ GROI]R SINGLE LEVEL BRAND I Married women II Single m~n III Single men IV Married women V Single men VI Married ~en VII Married men VIII Married men 21/34 B/C 18/24 C Med. 18/24 A/B 21/34 B/C 18/24 B/C :a~/34 B/C 2"5/34 A/B 25/34 C Med. Viceroy Viceroy Viceroy Marlboro/ Winston/ Raleigh Marlboro/ Winston/ Raleigh Marlboro/ Winston/ Raleigh Viceroy Viceroy VI- .... ~h~ sections. In the Ihnalysi's of Results, the and interpreted with ~s much detail as ing. ed, REPORT STRUCTURE resear~h'n~s~ts ~av~ been organized in two basic information ~s presented neeaed to give it mean- In the Summary of Conclusions, the marketing objectives are answer- GZIG40746 I

. /. Vlll• We xe~ain in the best.disposition ~o amplify and clarify any-~ssnes.~elatea--ho.the'~resent research report. We express our gratitude to La Moderna's managemen~ for allowing us uo contribute to its Viceroy brand ~rket strategies• " " Sincerely, L.. :; "-SF~UDIfI~ ~2SICQ~INDUSTRIALES, S. A. " " {;21q407.,17