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We suggest handling this subject with the help of
focus
groups. Therefore we have developed the following
question guide. It can also be used for individual
in-depth-interviews.
The basic principle of the question guide is to
start in
a general way - where the participants can react
spontaneously - and then it moves to a more
focussed and
aided procedure. It is important to find out, in
which
stage negative or positive opinions occur,
especially
in reaction to the advertising. This helps us to
determine their perceptions, both on a conscious
and on a
subconscious level.
we propose the following groups:
Inhabitants of larger cities of middle and higher
social
class. one third of each group should be female.
Smokers of Marlboro KS: 18 24 years = 1
25 30 years = 1
Smokers of Full Flavour
Cigarettes excl. Marlboro: 18 24 years = 2
25 30 years = 2
Countries of interest are:
Switzerland, Spain, Italy, Hungary, Holland,
Greece,
Germany.
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BATCo document for Province of BritiSh Columbia 25
October 1999


2
QUESTION GUIDE
1. Warm uD
Smoking History
Start of smoking - age and circumstances
Current brand(s) - previous brand(s)
Reasons for change
Consumption per day
2. Views on the imDortant brands of the market
Which are the most smoked cigarette brands on this
market? What are the roasons for this?
Invite respondent to describe typical smoker(s) of
the brand(s) in terms of age, sex, class, life
style,
what might their reasons be to smoke the brand?
Discuss the product, the pack, the advertising;
find out Likes and Dislikes and what attracts
the respondent personally.
IIf Marlboro was not mentioned
What is thought about Marlboro?
Work out the strengths and weaknesses of Marlboro
in
the above mentioned points in comparison to other
brands.
3. Awareness and attitudes to advertisina
Which advertising campaigns were noticed in the
recent
past? Why did they stand out - Likes and Dislikes?
If Non-Cigarette-Campaigns are mentioned talk also
shortly about these. But from now talk only about
cigarette advertising.
Are there (other) cigarette advertising campaigns
wh4ch stand out? What makes it unique? -
Likes and Dislikes
If Marlboro was not mentioned
Talk about the advertising of Marlboro.
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BATCo document for Province of BritiSh Columbia 25
October 1999


3
4. The advertisina camcaian of Marlboro, snecific
treat-
am
If not dealt with before
- awareness and description of details and
attitudes
- the cowboy, his role, attitudes
- to whom should the campaign appeal
(extensive description - projection)
- main message of the advertising
- projective procedures (the campaign as animal,
flower and main attributes for example)
- work out differences to other cigarette
advertising
mentioned before
5. Presentation of Marlboro advertisements and of
advertisements of two or three other main brands
of
the Full Flavour Market.
Germany: Marlboro KS, Lucky Strike Filters, Camel
Filters, West (three subjects of each).
- differences between the campaigns - Likes and
Dis-
likes
If not spontaneously mentioned talk about:
- which campaign will win new smokers more easily
-
why
- Which campaign attracts the respondent most -
why
- which campaign is least interesting and should
be
improved -
in what direction
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BATCO document for Province of British Columbia 25
October 1999