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"Lerillard",
"MEMORANDUM",
"December 23, 1975",
"TO:",
"Mr. Russ Goyette",
"FROM:",
"William J. Doyle",
"RE:",
"L.T. BROWN AAU STUDY - FIELD 4 AND 9 WAVE I TOPLINE",
"MRD #5546/3175",
"BACKGROUND AND PURPOSE",
"Following the original June 9th introduction in Denver and",
"New Orleans, ..T. Brown was expanded into fields 4 and 9.",
"Advertising and \"down the street\" activity began September 15.",
"This topline report is based upon data which was collected",
"eight weeks after the start of advertising.",
"The purpose of this research is to measure levels of",
"awareness, trial, purchase and attitudes toward L.T. Brown",
"in the expansion areas.",
"METHODOLOGY",
"A total of 602 random telephone interviews were conducted",
"via WATS lines from a facility outside of Philadelphia, Pa.",
"These interviews were among smokers located within fields",
"4",
"and 9. The sample was structured so that one half would",
"represent field 4 and one half would represent field 9.",
"Interviewing was confined to SMSA's within these fields and",
"!",
"the number of interviews were skewed proportionately to the",
"population of the SMSA's. In- addition, the sample was equally",
"divided between men and women aged 18-55 who smoke ten or more",
"cigarettes per day. Interviewing took place between November",
"11 and November 25, 1975.",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075"
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"score": [
0.9905,
0.9985,
0.9936,
0.9961,
0.9926,
0.9973,
0.9944,
0.9964,
0.9938,
0.992,
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"text": [
"-2-",
"SUMMARY",
"In fields 4 and 9 L.T. Brown achieves awareness levels similar",
"to Wave II of Denver and New Orleans but directionally ahead of the",
"Wave I performance in these two original test markets. Between",
"fields 4 and 9, key measure scores are similar with the exception",
"of advertising awareness and purchase, where a slight advantage",
"goes to field 4.",
"Compared to More, L.T. Brown is clearly behind on these aware-",
"ness, trial and purchase measures. The levels achieved on these",
"measures are similar to those achieved by Saratoga with the exception",
"of brand awareness and purchase (particularly in field 9) where",
"Saratoga has the advantage.",
"Among 18-24 year old males and females awareness, trial and",
"purchase of L.T. Brown are at lower levels than observed in Denver",
"and New Orleans after 8 weeks out. Among 25-29 year old women",
"these measures have increased very noticibly, especially advertising",
"awareness and trial. Between men 30 and over in Denver and New",
"Orleans (Wave I) and fields 4 and 9 not a great deal difference is",
"noticed -- awareness is up while trial is slightly down. Women",
"in this age group registered upward movement on their measures.",
"fill George",
"W. J. D.",
"/jab",
"CC:",
"R. Cotrone",
"G. Flinn",
"M. Kayiatos",
"D. Smith",
"T. Mau",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075"
]
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"Total Purchase",
"Purchased Once",
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"Less Than 0.5",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075",
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"WAVE I",
"(8 Weeks)",
"(602 )",
"%",
"52",
"39",
"10",
"2",
"1",
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"TABLE I",
"DENVER AND NEW ORLEANS",
"FIELDS 4 AND 9",
"TOTAL",
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"TOTAL",
"WAVE II",
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"(8 Weeks)",
"(16 Weeks)",
"( 617)",
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"text": [
"TABLE II",
"WAVE I RELATIVE PERFORMANCE IN",
"FIELDS 4 AND 9",
"TOTAL",
"FIELD 4",
"FIELD 9",
"LTB",
"MORE",
"SARATOGA",
"LTB",
"MORE",
"SARATOGA",
"LTB",
"MORE SARATOGA",
"8",
"31",
"28",
"8",
"31",
"28",
"8",
"31",
"28",
"wks",
"wks",
"wks",
"wks",
"wks",
"wks",
"wks",
"wks",
"wks",
"BASE: TOTAL RANDOM",
"(602)",
"(602)",
"(602)",
"(301)",
"(301)",
"(301)",
"(301)",
"(301)",
"(301)",
"INTERVIEWERS",
"%",
"%",
"%",
"%",
"%",
"%",
"%",
"%",
"%",
"Total Brand Awareness",
"52",
"78",
"65",
"52",
"78",
"65",
"51",
"78",
"65",
"Total Advertising Aware",
"39",
"57",
"40",
"42",
"58",
"40",
"36",
"56",
"40",
"Unaided Advertising Aware",
"7",
"10",
"2",
"8",
"11",
"2",
"7",
"8",
"3",
"Aided Advertising Aware",
"32",
"47",
"37",
"35",
"46",
"38",
"29",
"48",
"37",
"Total Trial",
"10",
"45",
"14",
"10",
"45",
"14",
"11",
"44",
"13",
"Unaided Trial",
"1",
"5",
"1",
"1",
"6",
"1",
"1",
"5",
"2",
"Aided Trial",
"10",
"39",
"12",
"9",
"40",
"13",
"10",
"39",
"11",
"Total Purchased",
"2",
"21",
"5",
"3",
"19",
"4",
"1",
"22",
"6",
"Regular Brand",
"0.0",
"1.5",
"0.5",
"0.0 2.0",
"0.3",
"0.0",
"1.0",
"0.7",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075"
]
},
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"text": [
"TABLE III-A",
"WAVE I COMPARISONS",
"..T. BROWN AWARENESS, TRIAL AND",
"PURCHASE DEMOGRAPHICS AFTER 8 WEEKS",
"TOTAL",
"18-24",
"25-29",
"DEN &",
"DEN &",
"DEN &",
"N.O.",
"4 & 9",
"N.O.",
"4 & 9",
"N.O.",
"4 8 9",
"(BASE)",
"(617)",
"(602)",
"(120)",
"(116)",
"(119)",
"(106)",
"%",
"%",
"%",
"%",
"%",
"%",
"Total Brand Awareness",
"48",
"52",
"60",
"58",
"55",
"58",
"Total Adv. Awareness",
"32",
"39",
"43",
"41",
"35",
"51",
"Total Trial",
"12",
"10",
"22",
"9",
"13",
"17",
"Total Purchased",
"2",
"2",
"3",
"3",
"3",
"2",
"30 & OVER",
"DEN &",
"N.O.",
"4 & 9",
"(BASE)",
"(378)",
"(380)",
"%",
"%",
"Total Brand Awareness",
"42",
"48",
"Total Adv. Awareness",
"28",
"35",
"Total Trial",
"9",
"9",
"Total Purchased",
"2",
"2",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075"
]
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"(BASE)",
"Total Brand Awareness",
"Total Adv. Awareness",
"Total Trial",
"Total Purchased",
"(BASE)",
"Total Brand Awareness",
"Total Adv. Awareness",
"Total Trial",
"Total Purchased",
"Small Base",
"Source: https://www.industrydocuments.ucsf.edu/docs/fnpd0075",
"DEN &",
"DEN &",
"4 & 9",
"N.O.",
"( 74)",
"( 61) * ( 56) *",
"(300)",
"(310)",
"%",
"%",
"%",
"%",
"57",
"62",
"61",
"52",
"53",
"41",
"43",
"46",
"41",
"36",
"5",
"16",
"9",
"21",
"15",
"4",
"4",
"2",
"2",
"3",
"F E M A L E S",
"25-29",
"18-24",
"TOTAL",
"DEN &",
"DEN &",
"4 & 9",
"N.O.",
"4 & 9",
"N.O.",
"( 59) * ( 60) * ( 45) * ( 58) * (203)",
"(302)",
"(307)",
"%",
"%",
"%",
"%",
"58",
"42",
"59",
"51",
"42",
"27",
"40",
"37",
"39",
"28",
"19",
"12",
"9",
"22",
"12",
"10",
"2",
"2",
"2",
"5",
"2",
"TABLE III-B",
"WAVE I COMPARISONS",
"L.T. BROWN AWARENESS, TRIAL AND",
"PURCHASE BY DEMOGRAPHICS AFTER 8 WEEKS",
"MALES",
"30 & OVER",
"25-29",
"18-24",
"TOTAL",
"DEN &",
"DEN &",
"4 & 9",
"N.O.",
"4 & 9",
"N.O.",
"N.O. 4 & 9",
"(196)",
"(175)",
"( 48) *",
"%",
"%",
"%",
"%",
"50",
"47",
"56",
"38",
"50",
"31",
"9",
"15",
"12",
"2",
"2",
"3",
"30 & OVER",
"DEN &",
"DEN &",
"4 & 9",
"N.O.",
"4 & 9",
"N.O.",
"(184)",
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"%",
"%",
"%",
"46",
"59",
"37",
"32",
"52",
"25",
"&",
"9",
"6",
"2",
"2",
"1"
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}
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}