i ? BITY(c) TEST jjj 100s CIGARETTES I prru:*l j PRINT An A~ ADVERTISING RESEARCH REPORT PREPARED FOa: B~A~T.IB~S~B. BY: FRANK SHALL i ASSOCIATES Client Contacts : Trevor Ivey, Andrew George Pcrutz (BAT)I John Rittaer (BSB) FSU Consultants Hark Syta, Kevin neyer, Danny lee Job No~ 826 August Ist, 1989 F·1-~XS"I1~LleiAssoC14TEsO ~iK~ilNG AN3;iESi~ACH tONSU~JT~ar\n~ C ,W BATCo document for Legal Services : Health Canada 19 May 1999 p~srSre;~cxlo·~ coRrewTS Pale_ 1~ Tgi33DUCfIOI 2~ Bn(c) TEST OBJtC;IVES/DESIO$ a 2~1 Rcy Study Pu:~oJt 2 2,2 Research HeasurcJ 3 2,3 BuS(ci Test DtJign j 2.4 Target Har~c: 6 2.5 intcrvicving Hcthod 9 3. E16tUTIVE SG~~~RY 10 3,1 Intrusive Interest 10 3.2 Persua~ivcness Of The Id 10 3,3 Fhat Does The Id Communicate 11 3,4 Conclusions And Recommendations 11 4. 15 rai AD IIPACTPGL? 4.1 Intrusive Interest 13 BATCo document for Lsg~ Serviees : Hlltb Clnldl II Ily lees P~XFSU a14~rI~'H a IFB~j =;~:d:C-·~l~.;-· Pble 5, HOF BFF~CrIVE IS 93E AS? 16 5,1 The Buy(c) Score Distribution 16 5,2 Buy(c) Score For 5jj 10015 Ad 18 5,3 Wh~ Fi3do The id l'ninvolving And/Or Irrelevant 21 5.4 In ierspective 22 6, ADViRTiSIXG COM~~IC~IIO~ 23 6,1 Overviev 23 6,2 What Doer The Ad C~mmuoicatc? 23 6,3 What Are The Ptrsuldinl Elcaents! 26 6,4 Whbt Is Apparent!p Tot FDI~IPI? 27 i. ~HVO/VEYETT DI~C~OSTICS 30 7.1 Who Is Involved By The Ad 30 7,2 What is Considered rnvolving? 31 8. PERSUASION DI~GgOSTICS 34 8,1 What Is Considered Persuasive? 34 g, EXEC~IOHbl ISS~ES 37 9.1 Pxtcutioa~l MelatirtP 21 9,2 Advertisinl Vitality (2 BATCa document far Legal Services : Health Canada 19 May 1999 ~l~rSU~~~~LC·Y 10, ERAND VALUES · 46 11, PUBCBASE IWIEafSTITBIII IWCIDEWC6 (8 tin_oendices: Bbr Graphs - BrsPd ShlrcslUslge English PucstioPPsire BATCo document for Legal Services : He~th Canada 19 May 1999 p~~rSu ~LI4li~K~I~'~ i. IHIP~~r~DM in order to evaluate the citeetivhneir and parsuaiiveness Pt a new print ad for 555 100's, 3ritish American Tobaee3 and its advertising agency BSB utilized primarf research, Frank Stall and Izsociatcs were col~i~~ionsd to cppduet th~ research using the BuJicl Test Advertising Response M~dcl, The ntvsprint ad originating in the U~g~) was tested on its appropriateness for use in the Tsiw~n IarSct, BMCo document for Legal Services : Health Canada 19 May 1191 ~lsrSu .··.~.*~~~? &B~j T&SSDBJBCtIWS I%D DgSTCH 2,1 Icp Stady purpose The lajor decision to be made from this research is the appropriateness of the 555 1005 newsprint ad for the R~O~C~ market. The action poroacters relate to: t Cut through potential t;lotion~l response to the ad appropriate for the target market t personal relevance of the ad to the target market r Effective coiPunieatida of strategic elements, and r DetFrmioatio3 of the likelihood of the ad damaging the brand's image if found inappropriate or unpersuasive a BATCo document for legal Services : Hodth Canada 19 May Ilss FRI~P S~ ~Z~t~XHTEj 2.2 Research Heasu:es FSLA'I Bup(c) Test was eusto~ized to BAT's needs and addressed the ke! Parteting issues through the following ptaaurco: intrusive ntcrcat ~ Dcteroine the intrusive interest of the ad, that is, its bb!lit~ to cut through a cluttcrc~ environment and be found of intcrest~ Idvcrttsin8 Corunicbtions t iatablish the effectiveness of the visual cleitntr of tht Id in c3runicsting keJ product iniorletioo and creating an appropriate brand personality, persuasion And la~ltcl~ x identify whether it is lore persuasive with certain market .seglents or has egual effect across the target larkct, Spefi· iicallt to evaluate the persuasiveness of the Id amongst the following: BATCo document for Legal Services : Health Clntdl 19 May 1999 p~nrSvY"~w' - gjj smokers vr~ other import brand smokers - Younger vs. older sldkera - ~nl~e sensitive smokers vs. non image-oriented smokers I~ttdnal~slrcs identify any dislikes of the ad whieh may harm tie brand's image ~ Examine any confusin8, incredible elements ~ Measure ad vitality BATCo documant for legal Services : He~th Canada 19 May 1999 4 t~S Bay(c) Test Design The print ad portfolio variant of the Buf(c) Teot was used because of the need to measure cut through potentipl~ The relevant research measures were obtained through Personal interviews conducted in central locations~ ~he interview flow is suimarized belov, /'~\ 555 100'5 Bn(c) TEST IWTPRVIgY FrOW g9iect procedure ~w~rc3esa jjg 100's in print ad clutter portiolia intrusive interest Ad(sJ found interesting I ConmuaicdtioPs~ Il~tdiate playback Id shown solrs Additional conunica:ioPr pldJbaek I InvolvF~cnt and persuasion Buy(f) Test diagnostics Executional and strategic Litcs/disli~cs dii~nostics Brand values Id vitality i -- I L *,,n *I f~· ~i·ee;~nniira ·nn·arF in Inncn~if I. ~-~~-----~--~---- BATC6 document for Legal Services : He~th Canada 19 May t949 2~4 Target Market The newsprint ad eaS tested against a sample of 130 male smokers of import cigarettes st central locations in Taipei~ Quotas were set on the fellPuiig demographic profiles: Age 18·44 Income : NT~3j,000 minimum monthly household Education : Senior High School or above Occupation : ~o Blue Collar WorlterslTradesmen Product Usage : 20 ; jjj smokers 110 - ether import brand smokers Profile details appear on the following pages. BATCo document for Legal Services : Health Canada 19 May 1999 /X\ p~rrS~q!~0"~ IADa; `t DEMOGRAPBIC_PBOFIIE asse: All respondents (N~r30) aSL E I Occupation I I 18-24 39 30· Manager/executive level 19 15 25-34 59 45 Office staff 34 26 35-(4 32 25 Owner of business 1G 1! Total 130 100 Professional (Isvyer doctor, accountant, ctci 12 9 Education H X SI1CJPIP 12 9 Senior high school 62 48 Student 36 28 College 42 32 Others 1 1 Univcr~itJ or above 26 20 Total 130 100 Total 130 100 Marital Status B f Hoat~l BouscBdld income k Z Single 84 65 ~TS3j,001-Q0,000 35 27 Married 36 28 NT140,001-15,000 18 14 Widowed/divorced 6 5 Above WTf45,000 17 59 Refused 4 a Total 130 100 Total 130 100 BATOo document for Legal Senk,s : Health Clnlda II Yly IgBO P·\;IS\I .!.,~:n'TEZ ~ DEIOC~aPHIC~PROFlfE Base: All respondents I~~130) Non· E;on- Persuaded persuaded Persuaded Persuaded ~-112 $118 ~:112 X Y Z ~E Oc~uPa_tion 18-2k 23 3! Manager/Executive 28 13 2 6.. 34 44 46 Office staff 28 26 33 23 Owner of business i 13 Professional 6 10 Education Salesman 11 9 Senior High So Student 22 29 College 33 32 Others ~niversity/abovt 1; 21 Marjtal Status Honthlr Household Single Income I YTSI ~Matried 44 26 35,001-10,000 28 2i WidowedlDivorced ' 5 40,001-43,000 22 13 Refused 4 Above 45,000 50 60 Product UsaSe Heavy (1 pact+/dar) 6 18 Light ~less thang i pack per day) 94 82 r Persuaded respondents tend to be somewhat order sn~ masitd vith a heavy concentration of managers but much fever profes- I sionals and business ovntrs, They have scmevhst lower in- I comes and are lighter smokers. I BATCo document for legal Services : Health Canada 19 May 1999 ~nrS~al~n~ 2.5 Interviewing Method As already indicated, the Buy(cj Test was conducted using a convenience sample st selected central locations in Taipei. Subject to screening and quota requirements, qualifying consumers were taken to a fully-Screened area where they were shown the. relevant 555 100's ad in a portfolio of 16 print ads on a one-to- one basis, After some preliminary intrusive interest questions, they sere shown the ad in isolation once again and taken through the Buy(c) Test questionnaire~ All interviewers were fullJ·traincd members of FSkA's field staff, ~··~-- h\ -- -- --- ---- BATCo document for Legal Services ; Health Canada 19 May 1999 p~j~n~aa ·= ·11111 s~_PXEC~I~_SMWIBY 9~1 Intrusive Interest The gjj 100's ad achieved considerable intrusive interest. It rsn~ed third after BHr and Marlboro for intrusive interest unaided productlbranl recall. The three cigarette Idsl in general, all achieved high Icrc!s of interest. Not suprising, considering the target san3;e base is ssoke:s. 3,2 persuasiveness Of The Id Only 1lX pt snclierr Ire persuaded by the Id~ Phir level of persuasion is about at the norm for this product catelbr! but ~ is c6nsidtrsblf below the norm amongst brand users (loya!!~tr)~ An CXaliDltiOP of the Buy(c) Score distribution reveals a *TppCd- Out' ad among brand users (I high bl·p~ls group, lov overall involvement). Among the sample in Iencral, the distribution follows that Of II UPIDlOlliPp, irrelevant Id, i oU, p~~? -- -- BATCo document for LeOal Services : He~th Canada 19 May 1999 p~~;Su~l~i~oc~ II~L"'C, "C gS~:, C~hh`~~b 3~3 What Oces The Ad Communicate? The advertising strate@ of communicating an emotional message of freedom, freshness appears to be on key. The execution in general does not seem to be effective in communicating the strategy although no specific elements appear to be working against the strategy, The respondents simply are not touched by the emotional appeal of the ad sn~ do not find it relevant to their "gerscna! experience" or smoking, 3~4 Conclusions And Recommendations The ad is largely ineffective in communicating the desired strategy~ Speedboating is a concept with which very few import smclers in Taiwan are familiar with, Although some respondents perceive that the ad communicates a feeling of style, excitement, freedom and freshness, the vehicle used (speedboating) is outside their frame of reference thus a weak association between smoking 5jj]s (within their frame of reference) and the advertisement, BA~Co document for Legal Senrices : Health Canada 19 May 1999 p~FS"'a~cs Y3~-~I-· -JL~=~ 'W L No Ipeeiiic ciecutionil elements seen to have a nc~ative iapact or damaging effect on the 5jj fr~Pehisc~ Use of the print ad for 1 short time for lack of a IO~C suitable, relevant Id ma!' St oeccsrary, but prolonged use may further tune-out current a3, smokers and alienate potential target siokers, BATCo document for Legal Services : Health Canada II YPy l891 plxrS~\a~ L~:b ~C ":T;;i I7~2~~ 4, IS nE ID I~dCTFt~ 4,1 Intrusive Interest This is a disaster check which indicates the prcporticn of the target market uho find the Id intertstf~g~ It is a ntasurt of the ad's ability to gain attention in a typical clu:tcr of Trint bds. The 8ds chosen for the print pPrtfolio art rtprtaet:b:~ve of what has been printed :~ccntlJ~ The rollcviol po:tfoli: of siItern ado were ~ho~: 1~ Te Jean 2, Proptrtr loong San lin 3~ Bote! Chins rruat 4. Car~ BHU 5. Blnk America;. Express Cilarettti 555 J i,,.......,..,l...-...-1........1111--1 i, Airline China 8, Business Suit Frescana (Durban) 9. Fristvateh Chopard 10~ lobil Telephone Sa~pe 11, Refined Article Carind'ache 12, Calerl Pcntax 13, Cigarettes Harlbdre 14~ Colputcr IBY 15, Cigarettes PlrlilPcnt 16. Credit Card VISA The findings shov cigarette sds achieving high iipsetlraebgnftioo and intrusive interest, BATCo docurlt for legal Services : Hl~t~ Canada 19 May 1999 phrrSun~iw L~~j n; 4Y;i- 3~~~ the jjj,d follovs BHF and Ja:lbPro in terns of overall iPpactlin- terta:, outperfPr~s Plrlimc~t ~T I snell nargin and all other bdn by a significant martin. the tvo primary impaFt medsuleaents indicrte that the jjj ad bar reasonable cut-thr3ulb poPer, Tab!e_Extract: Average j!5 Ad Of 16~ intrusive interest 42~ 22~ Unaided recall ;2x 38~ there is no evidence of a branding problem since all of those uho could recall the 5jj ad unaided (i2~) could also eorrcctlJ identify the brand namc~ BATCo document Ar legal Services : Health Canada 19 May 1999 psr~l~~rw * L~TC ;;~~;- 3~=:= IMPACI ~EA~61gl Results: Total Unaided First Two Bidht product hdr Interesting Brand Rec~l Oi interest Ads_ Bccsll 130 126 126 130 X X x Car (BMVI 83 72 60 81 Cigarettes jlarlborai ?? 46 27 73 ) 4a~r ~~ 72 42 ii 72 Cigarettes IPar;ibee~:i 6; 33 16 67 Fris:uatch (Chopard) 48 24 12 37 Credit Card (V~Sd) 36 22 9 ii CPn~uttr (iB~) 32 2 10 31 Airline (China) 28 10 3 25 Rcfintd Article (cARaND'~c~Ei 27 lj ? 6 Property (toonp Stn lin) 25 lj 9 20 Business Suit (Frestans) 25 11 2 1$ Mobile Tcltpbone (Sbmpp) 22 11 2 If TV (Jcan) 21 12 6 20 Hotal (China Trust) 20 4 2 18 Camera (Pentsx) 16 6 3 5 Sank (APerican Exprets) 11 8 5 2 BATCo document f6~ legal Services : Health Canada 19 Yty 1999 plrs~uxle;i~jocr~ 5~_80V EFFEC~TVF_~S TtIE AD! 5~1 The Buy(e) Score Distribution The Buy(~) Score is a measure of an Id's "effect" uith the tar~e: group. It should not be viewed as a ~paJslfail" score, but rather as an indication of whether an ad is coipletelp c:fec:irei partially effective, or not tfft:tivc~ Thus ~hilst normative data' exists, i! is onl! used to reject cxtrcmcl~ poorly performing ads~ The chart on the fbllor;ing pal? i:lustrbtes e.vamp!es of Buyjc) score diitributiops~ Each pattern is briefly crpliine~ bclov: ~ persuasive ad: This pattern is ideal, and should ai least be obtained amongst loyal users Is it indicates effective brand rcinfprceaent; Tuned out: This means that some people are Pot getting iaPolved.in the Id ,~~ this maybe because the execution is irrelevant or the promise is not relevant enough [rsulll! the case if 50Z of the sample consists of competitive loyalists); BATCo document for legal Services : Health Canada 19 May 1999 ~Shg~U~1~ ~~'5;=q~p~~ 3L=~~ Entertaining, but not Persuasive: This rcllccts ao ad vith strong creative values, but little ar no brand pramise; x UniavolviPI and irrelevant: This is an ad vhieh has cot- pletclJ iirsed its Iirk, it is usually a sign of a uronl strategy, as veil as a Poor CXtCUtiO~· TpPical Exanples Buy(c) Score Distribution Patterns A Persuasive ad Tuned out IleFUtlOP ecrsuas ion IOx I Persuasion involvement I 2OI ( InrollePent Becall/no effect 40X \ Bcc~ll/n6 eiiec: ExlcatioPI111 cptcr~ininl In Pninteltin( but not Persuasive irrelevant ad 20X \ Persuasion /loa Persuasion 60X IPfD1IClePt / 30X \ ipvolrelent tOX Recall/no eilect 60X Beeall/no eiiact B#Co document br Legal tentlr ; Health Canada 19 May 1666 P~shSu~rrs~SSoC~ lajor dtlogrlphic ~ubstg~cnts ~ IP~gc-scn~!ti~e re, Ibn ill(e-~tnfitivt slo~cr f PeavT vp, LigSt uacrr C BATC6 d6cum,nt for LegPI Senlces : Heslh Canlda ~9 Yay ~999 5~a LT(c) Score For 555 100's Ad Thl overall results, compared to tie print ads for cigarettes norm of 1GX, indicate that the ad is not working optimaily. The distribution tends to resemble that of an uninvclving, irrelevant ad. Only 1~X of the entire sample and 20X of brand users are bring persuaded by the Id, b closer looks at brand users fn· dicates that there may be problems with the ad tuning out users as ~cll as being irrelevant to nan-users~ The Buy(c) Score for this group is ~cc~ lover than the vorldvide norm (19 percentage pointsj, The 1Pver tiuy(c) score for 555 smokers it tXpiliPlblC in part with the hig~ by-pass group of 15X, The majority of this group tend to be single, students 26-3~ years of age, This suggests that high percentage of 555 smokers tend to be loyal users (tSis is true of cigarette brands in general), Hovever, the ad- oertiscacat appears to have little power in reinforcing this attitude~ In order to discover who the commercial is persuading and not persuading we Peed to ~nllflt the BuJ(e) Score distribution by relevant market segments, which include: O BATCo document for legal Services : Health Clnlda 19 May 1991 ~~rsS\ s~rlf ) scoaz bPlel Scale Distribu_tion Base: All respondents (~:130) Tctal gjj Smdk~e_r 5jj Non-Scoker 130 20 lr0 x X x Buy Test Sta~ 'ersuadcC tl 20 !3 Involved 19 10 2: Recall 62 jj 63 Bypass j yj 4 1~ P to [:P 13 19 1 10 I 21 i I lj 4 62 R 63 BATCo document for Legal Services : Health Canada 19 May 1999 plirgun~m L~~\; Y, *~J_- 36;=r: acrlr) SCORE 9uv(c) Score'Tor 5jj ad~ - roras For international Cigarettes · Full Flavour IZDIA: PBIWT Total Brand Users goi users I World (12 tests) 29f ~cv Product Ringe : (12-40) I ISII t World (:2 tests) 1GX 39~ 8x Existing Product Ringe: (10-24) (2;-57) it-is) t bSIA 555 Comnercial 1~X 20~ 13x - Harts For Cigarettes TV/Cincla 5ei~zl Brand Users ro1 users ~ World (J tests) 32~ Rev Product Range : (zo-ss) I ASII jar pd~s : (2D-49) r World (12 tests) 32X 51x 18X Existing Product Range: (8-59) (21-;8) (6-55) t ISiA BATCo documant for Legal Services : Health Canada 19 May 1999 ~~Su.~La~cr~ L~X~G ~~ Sr=t- 3~:~~ 5,3 Who Finds The Ad Uainvolving And/Or Irrelevantl To identify whether the ad]s less-than·optimal distribution can he attributed to a particular segment, the non-persuaded are examined on various demographic elements, Non-persuaded are primarily single students between the ages of 18- 21 who come from households with incomes above ATSJj,300. They are heavier smokers and primarily smoke HarlSoros, In addition, all YSI smokers were unpersuaded br the ad~ Final!J, non-persuadeds are split on degree ci image-consciousness, where as persuaded smoi(ers tend to be much more image-conscious. On the ether extreme, nan-persuaded respondents had a higher percentage of professionals and owners o: businesses who may have more discriminating tastes and thus have been critical of the advertisement~ 5,4 Tn Perspective Given the high incidence of non-persuasion regarding this print ad, we need to determine which elements are demonstrably aiding the effectiveness'of the ad and which are actually clouding or getting in the way of the effectiveness of the ad, This is covered in the next section~ 22 ' - --- -~ BA~Co document for legal Services : Health Canada 19 May 1999 R'~S~n~i~ h~tD'8 ~S ~3~.- 3~';~1 a. ADVER~ISING COMMUNICATIONS 611 Overview The Bu~(c) Score has indicated a shortfall with the 5jj 100's ad, To understand why, one needs to: ~ Identify chat has been communicated land that by deduction may not be enough); and t Identify which communication elements contribute to per- suasion, This will indicate whether the Strate4v is a problem or whether the execution is working against the communications getting through, 6,2 What Does The Ad Communicate? The ad almost exclusively communicates only the actual copy ele- rents of the speed boat, the ocean and the cigarette pack, Only 42X mentioned any type of emotional relationship relating to the mood of the ad by referring to a pleasant, frze feeling por- trayed by the advertisement, 23 C BATCo document far Legal Services : Health Canada 14 May 1999 ~srSYNLb~I~SOC~ Ha~evcr, a disappoin;ing 9x of all respondents related the imade or mood of the ad to siokeral The iPaPt orientation nttt cop- nunications represents these respondents wit~ answers like "lets people feel high class, stylish, classy" and "stylish people smoke 5j5s," Similarly, product benefits were played back by only 12X of res- pondcats with "iakes one feel soft, refreshed" and "gjjs are for stylish people." For emotional appeal bds high play back of the communications on predict benefits and image-orientation (the rclationshiP betvctn the product, talent, target group and ad) are essential in achieving the advertising strategy, A closer look at those elements of communication wbieh most strongly influence persuasion or non-persuegion follovr, 24 BATCo document for legal Services : Health Canada 19 May 1999 FRai;S :1IIII~sX[~S AGVF~T!SIE TOTAL COHnU~ICdTInES i8uestidns 2al 2b, 2c, 2d, 3a, 3b, 3c, 3d Combincdj CDMM~ICATIONS SUYYARY aase: Al! respondents N1130 Total N~130 I W:IOS;L I u r t 3~ t ' i~ecuti6nal Elements S~P23aG~T i~ett) 92 t~ CA~ET:E 3ACKAGE (Ne t:) ij ;OPF (5e ti 72 OC9As (~ettJ 64 TaLE~T I~ett) 46 RraI~e TEi SPEEDBOAT (Nett) 22 3rodut ClaracLeris~irs CIG~BE1TTS (NettJ 44 FRODUCf CHARACTERISTICS (Size, Type) 31 Product Benefits FaCDUCT BENEFITS (Eett) 12 I EHOT~ONII I ~ " X ' ' ' t X ' HOOD-SETTING (NettJ 42 PaOHOTIO~ OF 555's (NettJ 33 THACE-ORIZ~TATION (Nett) 9 jjj is easy to remember 2 -W BP;TCo document for Legal SeNices : Health Canada 19 May 1999 Fll.\\hS:i ii.!~-~OCL\T~j ·'··."'.. · .. · ...··-.··,'u..i,, 6,3 What Are The Persuading Elements? The elements which aid in persuading respondents primarily are emc:iPnal elements relating to the mood setting and image orientation. Statistically significant differences include persuaded smokers pl~riag ba:k the "sense of freedom" the ad gave them and the inferred response that "st~!ish people smoke jjjls," Although cer~aln ratic~nal elements vere also played back by the persuaded, it is interesting to note that these are not just simple plag backs of unrelated copy elements, Instead, among all rational elements played back the only one that was significantlP higher for the persuaded is "lovers riding the speedboat." The incl;lsion ~ of levers in the play back indicates some emotional appeal. -- ~ --- BATCo document for legal Services : Health Canada 19 May 1999 F c;\rSu~sq~OCi~ 6.1 What Is Apparently let Working? Only r~oa~l t!tlcc:s uere recalled lorr strongly by the npn- pcrsupdcd~ Although the talent rJa6 mentiePed by more non-pcr- sueded, it does no: necessarily imply that the talent is insp- propri~tc, interestingly, although the non-persuaded played hack the paekalt to a greater Ixtc~:, they only ientlcned they siu a "Cigarctte pack," persuaded ;cspondca:J locked beyond the simple package and recalled the "Th:ee 5's on the Packa(e," - -- --- ---- BATCo document for legal Services : Hea~h Canada 19 May 1999 F"~'S ' -!a~sc~~ I cHI~ ARE THE PERSUADING ELEMENTS? I I _ I DETAILED CO~~lil;iCUIONS Base: dll respondents Non- Persuaded Persuaded R-18 11112 X X I EYC;IO~~1 I Moot ~et:in4 i~ettl 39 ~ sense of freedom 44 !--- 16" Pleasa~tlflelaxtd/Coo1 28 14 Pleasant, free, fresh, natural feeling 1? Ima~~ Oriented (Nettl 2~ 1 Stylish people smoke 22 (--- 2x ) RATIONAL I RidinP The Speedboat~(Yettl 44 lovers riding the speedboat 33 (--- 5t Ocean I~j~t~i 18 C~C~pp j~ett) 11 Product Charactedstics (Hett) 39 ~Q i ~ STATISTlCAllY SIGNIiICAIJT DIFFERENCE AT 95X CONFIDENCE I INTERVI\L~ t BA~Co document for Legal Services : Health Canada 19 Nlay 1999 F"\\'\S\: " 1l·\·"X·!VLS ) kTtAT IS APPARENTLY NOT WOREING? DETAILED COMMUNICATIONS Base: All respondents Non- Persuade~e~ Persuaded N:112 X IX I RATIONAL I Talent I~esti 28 9 2 people 6 ···, 25' Sailor 12 Packa4e (~ctt) S1 Cigarette pack 39 57 Note: Persuaded respondents played one package element to a much greater degree than the non-eersuaded~ "Tbere Are I Three i's On The Package," (28x for persuaded compared I to 1SX for non-persuaded)~ I r STATISTICALLY SIG~IFI~CdBT DIFFERENCE AT 95X CONFIDENCE LEVEI~ BATCo document for Legal Services : Health Canada ~9 May 1999 :: ··!"'.. 3'.. ·.~.· i. I~OIVEHEeT DIAGNDSTTCS I.1 Who Is Involved By The Ad The involvement diagnostics go beyond basic recall and focus on the elements of the ad which consumers find especially relevant or interestin. very low involvement score (19x) in addition to the low persuasive score, suggests that consumers did not even reach a stage of becoming personally involved in the ad~ A Buyjci Scale distribution by 555 smokers and non-smokers in- dicates that the fe·lina of lack of relevance of the ad to cila- rette smokin4 was even stronger among 555 legalists than among smokers of other import brands (lou involvement score of iOx for loyalists - half that of non-logalistsl score). less than half of the respondents thought others like themselves would like to see the ad, would Personallu like to see the ad again, or thought there were any interesting points worthwhile watching. Those persuaded by the ad nearly all moved from simple recall right through to persuasion leaving few behind in involve- ment, BATCo document for legal Senrices ; Health Canada 19 May 1999 1,2 What is Considered Involving? No one element stands out as being particularly involving, The good pacj(ale and its elegant appearance followed by the refreshing mood were found the most interesting. Among those persuaded, the sense of freshness and comfortable visuals uere mentioned quite strongly. As with the communications analysis, the non-persuaded mentioned the ocean ant speedboat (ret~anal elements) most strongr~, -- BATCo document far legal Services : Health Canada 19 May 1999 FL~LSe~~~o~ ·f IH~LVE~E~r DIAGNOSTICS Whether Host _O$ The Other People tike rournelf Would Ilh To r4teh_tbis Id Base: All respondents Total Persuaded ~nn-Prrr~d~ 130 18 112 x r Yes 33 18 26 No 37 ~3 Don]t kno~ 30 22 31 Total 100 100 100 ~hcth~Jou Would Like Po Scc:his Ad APiin SblltilC Base: All rcspcndents TotP1 Persuaded Non-Persuaded 130 18 112 X X Yes 115 1DO 3i Ho (8 56 Donlt knov 6 1 Total r00 100 100 Whether 3b:e Are Idrre~il Points Abaut The Product In The Else: All respondents Total Persusbd Non-Persuaded 130 18 112 X X r Yes as 16 st No 55 at 60 Don't knov 18 PZ If Total 100 100 100 BASCo documlnt for Legal Services : Health Canada 19 May 1989 ~NVOLVEYF~T DIAGNOSTICS Interesting Points About Th~ Product .In The Ad Base: All respondents who report something interesting (N2361 TP~1 Persuaded Non-P·rsu_aded 36 10 26 r X X Overall Mood (~jett) ----' The visual is very comfortable 1C 20 1? A sense of freshness 8 20 Conveys an elegant frame of mind 3 18 Ocean/Speedboat I~ettl I. (---- 2' Sea gives me a special feeling 11 19 The comfcrt of the boat end sea 6 B Good packagelelegbnt appearance 22 30 19 Fine working ad 14 20 12 Good picture, photo, design 14 1" All others 19 20 1E Average f Of mentions 1l14 1,20 1.12 SMALL BASE BATCo document for Legal Services : Health Canada 19 May 1999 ·· ,. ·.......~.~i..~, i 8-~PFRSUASION DIAGNOSTICS 8.1 Khat Is Considered Persuasive? the final guy(c) Test diagnostic is celled "mentian a point" and reflects the nett benefits and residual impressions left with persuaded consumers, Over 6 in 10 persuaded smokers 161X) say they Would mention a point to someone else about the ad, However, these figures are based on a sample size of only 12 and should be treated with caut ion~ Very few elements which are persuasive are revealed through these diagnosticr~ Thenblue sea and a white boat" followed by a "beactiful ad with a good design" were the only points which were mentioned to a greater degree by persuaded respondents, These were also only marginally persuasive, It seems that the per- scaded smokers (althpugh a very small base) were influenced by the general mood and overall feeling of the ed which was evid- enced be the communications analysis. Moods and feelings are difficult to convey to others so this did not come out strongly in "mention a point to friends or other smokers," The remainder of the report examines executional elements which may or may not have led to persuasion~ BATCo document for Legal Services : Health Canada 19 May 1999 g~~q (U·~~~ 4 Pf3SGdSIDN PT~GSOSTICS whether would You TrP ThisPrpduct After Seeing The Ad Base: All respondents Tote! Persuaded Non-persuaded 130 18 112 X X X Yes 32 89 ---, 23 Na 66 gj Don't kno~ 12 lr 12 rotal 100 100 100 Fe·!in~ .b.boUt jjj Cigarettes After Seeinn The Ad Base: Al! respondents Total Persuaded Non-persuaded 130 18 1:2 X X A good opinion of the product 22 is ---, 13 Neither a good nor a poor opinion of the product 68 1; A poor opinion Of t~" product 5 j Don't kno~ j 6 j Total 100 100 105 whether Co_uld Ten Other Smokers Friends Any Paints Or Jmpressions Seen I?.~he Ad r\bautl~j Ci4~~~tsl If You Wen..Talkin~ About Th;s Type Of Product Base: All respondents Total Persuaded Non-persuaded 130 18 112 X X x Yes 22 67 14 No ?1 22 ~s Don't know 8 Total 100 fOO 100 BATCo doeumentfor Legal Services : Health Canada 19 May 1999 Fi!:i\hSI·c!l·;·!l;·~ PERSUASION D~AGN~STICS IHE~TTO~ A POINT O!dG~OSTIC Points Or impressions You FPuld Tell goer Friends About Cigarettes Seen Tn The Ad Base: Those who vould tell other smokers/friends about 5jj cigarettes in the commercial (N:28) Total Persuaded Non-Persuaded 28 12 16 X X X Special tastelquite good 18 B 2j Special feeling 18 11 19 Blue sea, white baat 11 11 6 Beautiful ad/good design T: 11 6 Taste of cigarettes ? 8 6 Quite good feeling of cigarettes 7 8 6 Smoking on the boat is verp interesting 4 6 To explain the contact with virualised sea 8 Differea: packagclbeeutifu! golden box 4 6 Cigarette is long enough 4 6 Bad ad 4 6 All others · 11 17 6 BATCo document for Legal Services : Health Canada 19 May 1999 9, EXBCVXIORIL ISSPS 9,1 Executional Negatives ve have determined that I1Pv level ct emotional response to the ad is leading to a low persuasion level and overall Bu~(c] Score, ~ov we will attempt to determine whether or not the low level of enotiona! response is related to the Ix~cutiaP, Executional negatives were examined through the following )robes: i, Pb~t Did You Dislike dSout The Ad7 2, Fhlt Did POU find Hard-to-Believe? 3, Yhpt Did You Find Contusing/Not Clearly Expressedl Overall, vcrr few dislikes or executional negatives were conveyed br rerpondca:s, This suggests that even though the ad has average to low persuasiveness and low involvement, the ad does not seem to have IF! negative Or damaging impact on the 5jj franchl~c~ :ssues which were revealed with this probe help explain the reason for low involvement in psrt~ Respondents found the ad largely unrelated to their personal experience and smoking habits, I sumnarl of these executional negatives follow: ~I -- -~ BATCo document for Legal Services : Health Canada 1) lay 1999 FI: ~lr SUWL~~~ c -L .j 5 1, Wealr GdlPDiCltiODg -Dislikes H13 a. Conlcrcill Doesn't AIIPeipts with eilircttis · CtcdfbilitJ Xr2 3. Doesn't Relate To Me - Con[usion Ej:2 i, Bac~ground end Cigarettes Inrelited - Coniusioa H12 BMCa document for Legal Services : Health Canada 12 Yly 1222 ~;niSva~~sa~ -P ~~: DO COYS~i~ DISII~ ABOUT THE ADVERTISING? EIECWIO~ DIELlEES Base: 111 rcs~ondcnts TStb! brSPadCd Hon·Pcrruadcd 130 18 1;2 x X X SDIPTB:HG DISIIhED 40 28 12 ROTBIHG D!StIhED 60 12 56 ,,,,,,,,,,.,,..,.,.,.....,....,..,,.,,,,.·+1~3-~~·~-llll~~lr---I ~ SMALL BASE l~j2 115 Poor desi~~ 16 11 II Cilirette pact 6 VCbt COIPUPiCltiODT 5 11 FeialelHile tolcntr 5 3 Speedboat 2 3 S16king is abtn:daui 2 . 3 All others 3 - I I t WOT A BZGa DEG~ OF ~CUTIOI~ DISLIIPS i ' 0511 IITC~I·II ~ P~ ~110 PI~BQ· Is ~pr sEI MAKES ME FEEL OOMFOllTABLE" (BBX FERSUADED, 191#OW-TESSUAD~D) JS BATCo doeument for LbSII Ssntls : Hoalth ClnPdl 19 Msy 1999 S s F"~1~~OCrP~ sHIT DID THE C~S~E~ ~YD AIR~ TO IEU~? j CBZCIII1ITT Base: 111 respondents rOtb! Persuaded Non-persuaded 130 18 112 X X Z ANYT,qING FOUND BAID TO BELIEVE 9 11 9 HOTHISC FO~WD Ht\RD TO BELIEVE 80 B9 ;9 r SMdlL 3~SE N:12 Hr2 N~10 g Unattractive package 2 2 Commercial doesn't associate vith cigarettes 2 "5tarcnds Cut For Style" 1 1 555 is not Iresh 1 1 Boy sitting by girl 1 1 Fave is unrealistic 1 1 One girl not enough 1 1 Slokiag too Puch is hazardous 1 Can't feel that comforthble 1 1 / I I B I ~~W.~~ · Ho ~ILlS mH mi ca~~ B~Co document for Legal Services : Health Canada 19 May 1999 ~'~S!;i·l·i·ar~ j Idl ):) ~iis C69S[MBRS FIN3 COQFUSINGINOT C~EARi'l f[PL~SiD? I EXECUTrON~I ROADBLOCKS Base: All r:s~onCents Total Persuaded Non-Persuaded 130 18 112 X x X SOMETHING COS~SINC 25 22 2j NOTHING C34FUSING i3 78 i2 Doesn't relate to me i 11 6 Background and cigarettes unrelated 6 Box is too small/hard to determine i:s a cigarette ad 6 ~crdingl8randing is not clearlTPo smell j - j Only can see back of beauties 1 1 Others · 2 11 1 ~ t IOIIUSIYG 1:11515 IRllbRliY RFFR 10 ID BEING RIE~TID ~ ~ CIGIPET:E~S, a POSSIB1E REASON FOR 10w INvolvEHENT As well nS I PERSUASION. 41 P BATCo document for Legal Services : Health Canada 19 May 1999 9~2 Advertising Vitality Specific reactions to the ad were generally nor vcr~ strong with the majority of respondents answering "neither suitable nor unsuitable" for a number of statements relating to the advertisement and its execution~ Interestingly, the statements which are seen as most suitable to the ad are very similar to those which help eiplai~ whr the involvement and persuasive scores are not optimal. The ad was found irrelevant to the tarifet market. Three of the top 5 most suitable statements include: i, The ad didnlt tell me enough about the product 2, The ad didn't have anything to db with me/my needs 3, I don't think I'd notice it amongst other ads in a magazine Clearly, respondents have missed the fact that the strategy is to communicate emotional appeal and pot product information and charecteristics~ BATCo document for Legal Services : Health Canada 19 May 1999 FK!\~S'. YL~~L~ES Nearly all respondents (both persuaded and non-persuaded) Isntioatd that this new ad vls either no different from previous ads or the! did not Laou ~h,th~r or pot it v~i different 189~ perausdcd, 90X non-persuaded), I Iiv of the persuaded rtcolnircd that this ad uas for a different s!zc-100'3. BATCo document far legal Services : Health Canada 19 May 1949 ESEC17~0N:L ISSUES A~ Positionin~ - Suitab_iiitv Of Statements In Deseribi_n4 The Ad Base: Al! respondents Yta~ Scores 1N2130j It's an entertaining aC~ 2~6 The ad didn't tell me enough about the product 2~6 The ad, didn't have anything to do vith me/ mS needs The ad left me with a good feeling 2.7 J don't think I'd notice it amongst the other sds, in magazines 2~8 I've seen this trpe of sd~ for cigarettes 2.8 Il's an ad~ vhicS tells me something new 2.9 The ad had o~ertooes which did not appeal to me 3,0 The ad, made me feel that this product was really better than others of its type 3,0 I felt as though I was right there experiencing the same thing 3.1 It's a neF i interesting ad, 3,2 It's an ad, which attracts and holds your attention 3.2 The ad made exaggerated claims - the product uould no: live'u~ to what they said or implied ·· 3.2 I really vacted to smoi;e 533 100's after seeing this ad 3.2 This ad had a fake feel about it 3.3 it's a dull i boring ad 3~4 It's an irritating ad 3,6 Optimal Scare - 1 BATCo document for Legal Services : Health Canada 19 May 1999 F"k~~L~~S f fXECI;TiONAl ISSOgS -dP The ~Piffercnce Df 555 100's bd From The Previous O?eJ' Base: All Respondents Total Persuaded Non-Persuaded 130 18 1!2 x X Different length 5 6 Special, beautiful 3a~knge 5 Smeller gjj ,Prcviocs Id 2 11 No differenet 16 50 ~6 Average i of mentions C,ji O,jg Don't know 43 39 4; BATCo document for LeOal Services : Health Canedl II May lr0 F" I·~h S!;\1!:lj~ti~TLj lo, BRAID YAI~FS Pespondenes vere al~o tested on sided inpressiens of the brand and product based on the ad~ The fact that it is an "imported product" was noted follaued by the product being "longer than the previous cigarettes, The pac~zge k·hieh came through strong in the, communication ana!psis also vas perceived as being "stylish" by more than half of the respondents, Uniortunately, "tastes good" was seen as the most unsuitable statement for describing the product based on the ad, 46 ~I -- BATCo document fo~ Legal Senrices : Health Canada 19 May 1999 'P EXECUTIOKAI, iSSVES- PSODVCT Suitability Of~Statements For Describing The_Praduct Based On The Ad - He@g Scores ease: All respondents Mean Scor~s (N;130/ II It's an imported product 1,9 It's longer than previous cigarettes 2~1 it has a stylish pack 2~4 It Would be more expensive than the normal 535 2.5 It Would taste the same as all other 53j's 2~6 It has an expensive looking package 2~6 it's a ncv Cigarette 2,1 Apart from length there is no real difference in these jjjrs compared vith previous ones 2,8 It Would taste~good 2~8 I nn~;mll F~~PL : i v~~~us~ u~r·t I --I BATCo document far Legal Services : Health Canada 19 May 1999 FZ \\'5" ~':1~~SLU~~ tl~~P~EHASB ~lrEBESTltB~II TMCIDEHeB Pucehsse intent was Included in the diagnostics to conclude the qurltionna;re. Intt:elt in purchasing the brand was nearly twice that of the actual market share (31X coaparcd to a 151 share for 111 555 tries) and a?proxi~~tcd that of trial use of the 555 cigarettes (j2Xi, It is difficult to ~r:ermine the likelihood of this translating to actual purchases due to the small base iPYOIVtd, k'hen respondents were asked about their actual trill incidence of 555 100s, 651 responded positively, This indicates that they naf be confusing the regul~r gjjs with the 555 100s~ Reasons For Purchase IatentlLack Of Intent "CurioaitJ* was the prilary reason for intent followed by 'I night try it if I can't find nT regular brind~" Interestingls "1 usually Iloke 535' only achieved the third lort popular response. Reasons for lack of intent were topped by 'I don't usually Inote 55js, with only a few safin( they won't purchase then because 'the ad is not good, unattractive" (N~5), BMCo document for Legal Senrlces : Hldt~ Canada 19 May 1BBD PURCHASE INTENT level Of Interest To BU7 jjj 100]$ After Se~ing The Ad Base: All Respondents Total Persuaded ~or.-P?r~uabe~ 130 18 :12 X X Definitely would buy j 22 Probably would buy 26 33 2j Yight or might not buy 40 33 $1 Probably would not buy ii 19 Definitely would not buy i2 11 13 Total 100 100 100 BATCo document for Legal Services : Health Canada 19 May 1999 PrjRCH~H~Se~I~TERT Reasocs For BuPinR jjj~100's After St?in~ The Commercial Base: All those uho claimed they would buy jjj 100's (N~:l) Total Persuaded Non-Pcrsiad~d 41 10 31 V, X X Curicusi:rlFant to try i: 29 30 29 If I can't find my regular brand 20 26 Usual!~ Smoke 555 15 30 10 Good TastelGood to smoke 20 20 20 Al! others 1; 20 16 BATCo document for LegalServices : Health Canada 19 May 1999 F'i\\"j\l\li:· i;;oa~cj PURCHASE I.VTF:T Reasons Far Not BuyinP jjj 100'51:ter SeeinP Th· ComPer:lal 3ase: All those who claimed they vauld not buy 555 100ls (N~3;) Total Persuaded ~onlPrrsuaded 3'i 2 35 XX~ X 3Pn't ussa:lf smoke jjj 78 100 2 ii tie ad is not good, unattractive II I~ lPo ii5h: 8 9 f oot able to find jjjl, 3 3 too expensive 3 3 ~11 others ~ 5 - - 6 Average i of mentions 1l11 :~O 1l11 ·- BATCo document for Legal Services : Health Canada 19 May 1999 F2"'SU ~lq~PaPs f· PRODUCT USICE Ii~r Oricated - Does the ciSarette I person sRlokeS tell rOU Base: All respondctns Total persuaded Won-!crruidtd 130 18 112 X I x - A lot about that .il "~ "" image - person 21 ; Oriented - A little ~out that person 33 -' 32 ' - Hothing about that OriePted t I; 81 49 Hot IPPge- person 42 ~ 11 - - Don't knov S J 3 - Total 10C 100 100 BBCo document for Le9al SeNices : Health Canada 14 May 1990 APPENDIL"ES BATCo document for Legal Services : Health Canada 19 May 1999 CI CCI >1 o 1~1 'fi Ir)~c~ Or oll~ rZO Z c W ull YO Z 10 II) II ~E"~ \C In CI u cD Ir 10 a, [d O ICJ 111) II:~I O rr: Or lu ~ ncl a Cr) C1 W(U~ z Cr CI) [L m Cr)mo O~ X[d > W BATCo document for Legal Services : Health Canada 19 May 1999 r CI) O O h x' O r ';: r ~·· "~ ' "e' " ~~··~z Y c~l~i ~~ rb*' f~'Y11~1·~ .~, i cXa t , ,i ~.~3·C W P ,*r~,~· ·~d st Ilrpa i W, Wm tL a I a o o ~1 N W u BATCo document for Legal Senices : Heath Canada 19 May 1999 ii 1: i Clcrl 1l' lo a " bF I w n It WvJ i Y~ O 3 r f O 11)0 n. 3 ~E o W I~ n. ~" r m "O (3 O BATCo document for Legal Services : Health Canada 19 May 1999 'Q c O r C3 II: r I II , U z a n, vl i, r;EF ·r c D r G c; w~C Y O a ,. I o v, :::; , r a, r I oc ··:~ ··-:· · Cr) trjrr ·,i, ·I * (d c~m " V)m m v, -·i U) 3 Ln O O C~I Crl U G? BATCo document for Legal Services : Health Canada 19 May 1999 Job, 826 FRANK SMALL b ASSdCIA;EJ TAIWAN PDJ~F~CI 555 CHECK BRAND BVO;A 555 (20) ---------- 1 Other imparted (110) - 2 IF1TERvTsr MAIES~aEII1I Good morn i n glarte rnocnleven i ng. My name is ~_ from Frank Small a Associates, the pu3lic opinion research company. we're doing a survey here today about advertising, Will you help us by answering a few Questions? A, So we are sure that we are talking to a broad cross section of the community we are looking for people in certain industries. Do you or any members of your household, relatives or close friends work in any of the following industries? Advertising ------·-·-------.-----------"""' 1 ' Terminate Banking ------------------~------·------------- 2 Grocery retailing ·-·----------------------~le· 3 Beverage industry ·------·--~-------------I-1-- a Tobacco (ciqarette) industry ---------------- S - Terminate Market research -·-------·-~----·-·-----.------ 6 - Terminate ------·· BATCD document for Legal Services : Health Canada 19 May 1999 parg~i~ae 6 ··~~~1';· L~C~~'- 2.5 Interviewing rethod As IlrcaC~ indicated, the Bul(c) Test was conducted using a convenience saiple at selected central locations in rlip,i. Subject to screeninl and Quota ICpUirCICDtS, PUllifTiPB consumers were taken to I rulll·scrccncd area where ther were shown the 1 relevant gjj 100'a ad in a portfolio of 16 print ads on a onc-to- one basis~ Ifter sone preliminary intrusive interest Questions, the! were 1 shown the ad in isolation once again and taken through the Buy(eJ i Test questionnaire. all interviewers were iullf-traiPed ienbers of FSU's lirld staff. 10 BATCo document for legal Services : Heath Canada 19 May 1999 Jab. 826 FRANK SMALL & ASSOClAiEj TAIWA~ PRDJECT 555 CHECK BRAND QUO;A 555 (20) ---------- i Other imported (11;I - 2 I~TF~VTEw MALES ONLY Good morninglafternconlevening, My name is from Frank Small ~ Associates, the public opinion research company, We're doing a survey here today about advertising. Will you hEip us by answering a few questions? A, So we are sure that we are talking to a broad cross section of the community we are looking for people in certain industries, Do you or any members Pi Your household, relatives or close friends work in any of the following industries? Advertising -----------------------------"-"' 1 ' Terminate Banking ------------C~I-ll-l----~-··CCIC-*C--~- 2 Grocery retailing --------~----------------3--- 3 Beverage industry -·---~-----c,,,,,,---~c------ d Tobacco (cigarette) industry -----c-----~------ 5 - Terminate Market research --------------------I-----c---- 6 - Terminate BATCo document for Legal Senices : Health Canada 19 May 1999 a. (HAElO CARO 1) Which of these age groups do you fall into, please? Under 18 yeats ·--------------t.-c-----t------- 1 - Terminate 18-24 years ----------------------"---""""' 2 25-34 years ---------------------c------------- 3 35-cc years --------------------------"""'"' 4 d5~ years --------------------,,,,,,c,,e------- 5 1 Terminate I i SHO\J CARD C~ Which of the following is closest to your family monthly income? Below N;f20,000 --------------1------C-l-lll-l NT$20,001- 25,000 --------------------------- 21 I- Terminate NiS25,001 - 30,000 ------------c-------------- S ' ~f530,00; - 35,000 ----c---------------------- 4 Nff35,001- 40,000 -------------------------- 5 N7540,OD1 - 45,000 --o,,,,,.l-,,.~-c-~I-I---- 5 Above NTS 45,000 ----------------------------- 7 -· BATCo document for Legal Services : Health Canada 19 May 1999 D. In terms of ecucational level which of these levels have you finishedl Primary School ------------------------------- :1- ;erainate Junior High School --------------------c----I- High School ---------------------------""'"' 3 College --------------------------------'---" d University ----------------------------------- 5 E. WhiCh oi the following best describes your jot position? Manager/Executive ---------------------------- Dffice staff ------------··---·--------------- 2 Owner of business ---------------------------- 3 Tradesman -----------------------------------e 4 ' Terminate Professional (lawyer, doctor, accountant, etc)- 5 Student ----------------------c--------------- 6 Salesman -·----·-----------------------I---c-- 7 Worker ---·-----------------------------3----- 8 - Terminate Other (s~ecify) ------------- 9 ,,,-.,-------- 1O BATCo document for Legal Senices : Health Canada 19 May 1999 F. Which of these things do you regularly do - Say a few times per week or more? Drink iaiwan Beer -------------------*""""" i Drink Foreign Beer ------··-------------------~ 2 Go lo Eat in P restaurant ------------------"' 3 Eat Soup ------------------------------'""""' 4 Smoke local Cigarettes ----------"""""'"" 5 Smoke Foreign Cigarettes -------I-I--r--------- 6 Drive a Motorcycle --------------------~111."' 7 visit an M~Y stcn -----.-.----11-111111111~11~ 8 Jf 6 not circled stove terminate. BATCo document for Legal Services : Health Canada 19 May 1999 C0N3VCT RESPONDENT T4 ;;j; AREA, SHOW MAGAZINE A3S (FORI;OLIC) Nou I'C like you to ]OCh at some print ads, I'd like you to relax and look at these Eds as you would in your Own living roon, please take as mucb time 2~6 care as you wish to look at al' ads, (After respondent indicates (s)he has finished looking take back the ads,) 1a, Which ad if any did you find Interestirlc? (Wii:TE ANSUE~S IN C~~f~ RESPONDENT S~YS, i; NECESSARY, FS~ i~C~ Aj~: What was the product? What was the brand name? PROBE THREE TIMES ONLY, REiORD PRODUCT ~iiE~ a) ANt tiR~ND AFTER b) 9i?OW, [iO~ ~SGk~EETiiS-PfiOSE ON TYPE AND SIZE!) (;~~ CIGARETTE ADS ONLY) ----- Product ------ ------ Brand ------ iY~~--SI:E FIRS;: a) b) SECOND: a) b) THIRD: a) b) iOUfiTH: a) b) FIFTH: a) b) SIXTH: a) b) SiVEN;H:a) b) 5 O BATCo document for Legal Services : Health Canada 19 May 1999 tb, Thinking back, what are all the other products and brands you recall seeing in the set of ads looked at? (PROeE FOR PAOOVCi TYPE ANO BRAND NAME, WRITE ANSWERS IN ORDER RESPONDENT SAYS. PROBE: Gny others9 PROBE THREE TIMES ONLY, (Far Cigarettes Only) ---- Product ---- ----- Brand ----- --- Site --- FIRST: a) b) C) _ SECOND: a) b) C) THIRD: a) C) fOURT~: a) b) C) FIF;I·I: a) _ b) C) SIXTH: a) b) C] SiVENT~:e) t) C) 6 BATCo document for Legal Services : Health Canada 19 May 1999 Ii "555"1"555 190'S" NOT MENt~ONED AT P,la DR P~lb, ASK: Ic, Dc you remember seeing an ad for cigarettes? Yes ----------------------1---~11~---"""'""" 1 No ----------------------~~~.~-c----------------- 2 Id. If "Yes" ask, What was the brand? 555 --------------------------------------------- 1 gj; 10G's -------------------------------c------- 2 Other jsPecliy) . ------------' 31 I- Go To 0,3 Don't Know -----------------------I--c----------- 4' D~ NOT SHO~ COMMERCIAL AGAiN FOR Atl WHO RECALLED 555 OR 555 tOD'S AT P~la OR P,1o OR P~l~e or O,ld. ASK: 2a, Now please tell me everything you can remember about the 555 commercial you just saH, (PROEE FULLY) What else can you remember about it? .7 ··.- BATCo document for Legal Services : Health Canada 19 May 1999 2b, What did the commercial show about 555 cigarettes? (PROBE FULLY) What else did you ~ in the ad for 555'6? What else did they shaw about the 555's in the ad7 2c, What else did they ~ about 555 in the ad? (PROBE FULLY) 'W BATCo document for Legal Services : Health Canada 19 May 1999 2d, What other points or ideas or impressions were did the ad get across to you about 555'5? (PROBE FULLY) 5HOW CARD G, Which brand of cigarettes would you say was your regular brand? ihe brand you have been smoking most often in the past four weeks? Interviewer record response under G below (5inqle response only,) H, Which brand of cigarettes have you smoked occassionally in the past four weeks - say at least once a week or morel Interviewer record response under H below (Multiple response allowed,) ·· Cj BATCo document for Legal Services : Health Canada 19 May 1999 E LcnE Life --------------------- 1 ----c--- lon~ Life Lights -------------- 2 ---~'"" 2 president --------------------- 3 -"""~ 3 Prosperity Island ---------- 4 ---~---- 4 Gotdan Dragon ------------ 5 --"-"' 5 Jade Mountain ------------- 6 ------"' 6 Triumph ----------------------- 7 --""" 7 Fortune ----------------------- B ---~-~" 8 555 --------------------------- 9 -------- 9 555 Low Tar -------------- 10 -------- 10 Cabin ----------------------II- 11 -------- 11 Camel ------------------------- 12 -"""" 12 Cartier ---------------------" 13 -------1 13 Craven 'A' -------------"""" 14 -------- 14 Duc~ilt ----------------------- 15 """"" 15 John Player Specia; ---1------- 16 .,,,,,,- 16 Ken", --------------------""" 17 """" 17 Kelt Liahts ------------- 18 -------' 18 lark -------1-----.------r--I" 19 -------- 19 ITG --------------------------- 20 -------- 20 Life -------------------------- 21 -------- 21 Lucky Strike --------·--------- 22 -----c-- 22 Mart3ora ---------------------- 23 -~1-~1-- 23 Marl3oro Menthol ------------ 24 I~'-c--- 24 Marlboro Lights --·------------ 25 -------- 25 Mii~ Seven ------------- 26 ------" 26 Parliament ---------------- 27 --"--" 27 actnmans ---------------------- 28 -"'-"' 28 Senior Service ------------ 29 -----1-- 29 Sa;em King Site ------------ 30 ------·- 30 Salem tOO's ------------------- 31 ---31--- 31 west -------------------------- 32 -------- 32 Winston --------------·-------- 33 ---~---" 33 WinsCan fOO's ------------- 34 -"""' 34 Winstan Lights ------------- 35 -------- 35 YS; ---------------------c----- 36 --·----- 36 Garam -----------------1------- 37 -----c-- 37 Hiltan -----------------------I 38 11---"' 38 ProC,ress ------------·--------- 39 ------" 39 Seven Stars ------------"-"" 40 --c----- 40 Saratoga ,,,,,,,.,,.,,,,,,,,,-- 41 -1---1-- P1 Union -------------·----------- 42 -------- 42 Other --------------- 43 -------- 43 Specify: Brand: Type: Sire: Interview Start Time: .. ~ . --G3 BATCo document for Legal Services : Health Canada 19 May 1999 S~DW TES; AD AOk:N ONCE, TN ISOLATION. 3a. ASg Lt: Now:hd~ you have seen the ad again, can you please tell me everything you can remember about the 555 ad you jus: saw. What else can you remember? 3b. What did the ad show? What else did you ~ in the ad? What else did~they show about 555's in the aC? ···--·-~- C~ BATCo document for Legal Seniees : Health Canada 19 May 1999 3c, What else d~d they 5~y about 555 in the aE? 3d, what other points or ideas were brought out about 555's in the ad? As you tooked at this ad for 555 did you get the fee'ing that other smokers like yourself would be interested in looking at the ad? yes -----------------C-··Il~e-C------C·~~--I-I t Ho 1-llell-11----1-11---------I--C---C-f----- 2 Don't know (IF VOLUNfEEREOJ ----------------- 3 ··-- ~S -- BATCo document for Legal Services : Health Canada 19 #ay 1999 If you came across the 555 ad again in a magazine or news~a3er, do you think you would stop and look at it7 Yes -----I--------------.--------~1-13------- 1 No ----------------------------------------~I 2 Don't know (Ii VCL1NiEEREO) -------------- 3 6~ Did this ad interest you in smoking the 555 100's cigarettes? Yes ----------------------------------------- 1 No -----------------------------------------I 2 Oog': know (~F YOLINTEE~ED) ----·------------ 3 la. Did you think that what Has said pr shown about this ad was ucrthuhile looking at or reading about? Yes ---------------------~-------1-----11-11I 1 No --------------------ell------1------------ 2 ~ I- Skip to 0.8 Don't know (IF Y3LuNTEE4EDI ------------- 3 ' -- BATCo document for Legal Services : Health Canada 19 May 1999 IF 'YEj' k~ 0.7a, ASK: 7~, What in particular about 555 t008s did you feel was worth looking at or reading about? ASK ALL: i. As a result of seeing this ad for 555 100's would you say you have,,.? (RiAOO'Ji AL1 RESPONSES BEFORE ACCEPTING n#svE~), A good opinion of the product -------------- t Neither a good nor a poor opinion of the product -----------1------------I------- 2 A poor opinion of the product -------------- 3 Don't know (IF VOLUNTEERED) -------o,,,,--- a BATCo document for Legal Services : Health Canada 19 May 1999 9a. if you were talking ataut this type af prbdu:t with other smokers like yourself, do you think you would mention some points or impressions that were brought out about the 555 100's cigarettes in ~he ad? Yes ----------------------------------"""'~ f No ---------------1----------11---~11--""'-I 2 i. arl~ a 1.11 Don't know [IF VOLUNTEERED) -------··--------- 3 IF 'YES' Ai P.9a ASK: 9b. What points or impressions would you mention to someone e~sel BATCo document for Legal Services : Health Canada 19 May 1999 NOTE; OFFICE VSE ONLY: NO:E OUESTIONS la 10 9b ARE COPYRIGHS Persuasion (Croup 1) OF FRANK SMALL a ASSOCIATES AND Involvement (GrouD 2) 2 AIMISHERMAN, AND CAN NOI BE Persuasion (Grou~ 3) 3 COPIED OR REPRODUCED FOR ANY By-Pass (6roup 4) 4 REASON, ASK ALI: 10, What, ii anyth;nS, do you like about the ad? (PRGBE FULLY FOR REASONS fOR LIKES OF ADVERTISING, NOi PRODUCTJ. What else do you thinkt 11, What, if anythinti, do you dislike about this ad? (PROtii FULLY FOR REASONS FOR DISLIKES ADVERTISING NOT PRODUCT), What else do you thinkl 16 d __ BATCo document for Legal Services : Health Canada 19 May 1999 ~;ND CARD 3 12, Based on She ad you have just seen for 555 100's cigarettes how likely would you be to buy theml This card will help you answer, Definitely would buy -----------------""""" f Probably would buy ---1.1~~--""""'""""'"' 2 Might or might not buy ---------------------I- 3 Probably would not buy ---------·------------- 4 Definitely would not buy ----------------1---- 5 t3a,ThinkinS back to:he ad you just saw, was there anything that was shown that you thought was confusing or not clearly expressed7 17 BATCo document for Legal Senrices : Health Canada 19 May 1999 jl(iOiFOi 1 HAND CARD 5 13b,we]ve been told that there are some brands of products that tell you a tot about the person using them, that others tell you a little bit about the user, and that others say nothing about the user, How do you feel about t~e ~~erPt:es a person somkes? In yc~r opinion, does the cigarette a person smokes tell you n lot about that person -------·-----I~-~I-~-~ 1 ? A i·t:le clout that person ------------ 21 Nothing about that person ---------------1~--- 3~ n.l.o. Don't know -------------------------------1--- 4 ASK ALL: Ila.was there anything said in the ad that you found difficult to accept or believe? ya, ,,,,,,,,,,,,,,,,,,,,,,,,-,,~~----------- 1 No ---------------------------------~---*"" 2 ]- SLip II a.ii Don't know (IF VDIUNTEEREO) --1------------- 3 ··-- ~ BATCo document for Legal Services : Health Canada 19 May 1999 IF YES AT Q,1Qa t4b. And what was it that you found difficult to accept or believe? 15. The ad said 555 is 10fl's. In what way or ways, if at all, is this 555 different from the previous ones? what other ways? Not different --------------"""''"~"""'"' 1 Don't know ----------------""""""""" 2 --- I" -- BATCp documentfor Legal Services : Health Canada 19 May 1999 HAND CARD 3 16, Now I'd like to get your impressions of some features of 555 100's, It doesn't matter if you haven't fried them, just base your impressions on the ad. As read each statement, please tell me which phrase on this card best describes your impressions of these cigarettes. Fe~l oct ir! rotated order strongly Neither ~; iY :rcm [V) Apt~e eale~e Nor O i sap rem D i sao ree ) It would be more expen- sive than the normal 555 -- 1 ---- 2 ---- 3 ------ 4 ··---- 5 i Apart from length there is no real difference in these Sj5's compared with previous ones -------- 1 ---- 2 ---- 3 -----_ 4 ------ 5 ) It has a stylish sack ----- i ---- 2 ---- 3 ------ 4 ----" 5 ) It has a expensive looking pack ---------------------- f ---- 2 ---- 3 ------ 4 ------ 5 i It is longer than previous cigarettes --------------- i -1-- 2 --1- 3 ·----- 1 -----· 5 ) It would taste good ------- 1 ---- 2 ---- 3 ------ 4 ------ 5 i It would taste the Same as all other 555'5 ··c-------- 1 ---- 2 111- 3 ------ 4 ------ 5 ) It's a new cigarette ------ 1 ---- 2 -~-- 3 ------ 4 -1'-"~ 5 ) It's imported ------------· 1 -~-- 2 ---- 3 ---*" O """ 5 BATCo document for Legal Services : Health Canada 19 May 1999 HAND CARC 3 17, Now I'm going to read out some things other people have said about the commercial itself, As I read each one, please tell me which phrase an that card best describes your feelings towards the commercial, (REA3 OuT EACH S;ATE~ENi Strongly Neither IN ROiATiD ORDE~ F~SM (v)) leree Peree Nor Disagree Disacree ) It's an ad which tells me something new ---------- 1 ---- 2 ---- 3 ------ b ----c- 5 ) : don't think !'d notice it amongs; the other ads in magazines ---------- 1 -..-- 2 ..-..- 3 ------ 4 ------ 5 ) It's a new ard interesting ad ---------------------- 1 ---- 2 ---- 3 ------ 4 ------ 5 ) This ad had a fake feel about it ------------- 1 --1- 2 ---- 3 ------ 4 ·----- 5 ) It's an entertaining ad -- 1 ---- 2 ---- 3 ------ 6 ---"' 5 ) The ad didn't tell me enough about the product- 1 ---- 2 ---- 3 ------ a ------ 5 ) The ad made me feel that this product was really better than others of its type --------c__,,,,,,,,, ,,,,, 2 ---- 3 ------ 4 -~---- 5 ) It's an ad which attracts and holds your attention- 1 ---- 2 1--- 3 ------ 4 ·----- 5 j It's a dull and boring ad- i ---- 2 ---- 3 ------ d ------ 5 ) It's an irritating ad ---- i ---- 2 ---- 3 ------ 4 ~----- 5 ) I've seen this type of ad for cigarettes ---------- I -'-- 2 ---- 3 ------ d """" 5 21 P BATCo document far Legal Services : Health Canada 19 May 1999 Strongly Neither APree ~aree Nor . Disagree nisapreo ) I felt as though I was right there experiencing the same thins -------o, 1 ,-1- 2 e--- 3 -111-* 4 "'"' S ) The ad didn't have any- thing to do w:th me or my needs ------------- 1 ---- 2 ---- 3 ----~' i """ 5 ) The ad made exacoerated claims - the product would not live up to wha: they said or implied --------- f ---- 2 ---- 3 ------ 4 ------ S ) I really wanted to smoke 535 100's af~~r seeing this ad ------------- 1 ---- 2 ---- 3 ------ d """' 5 ) The ad left me with a good feeling ------------- 1 ---- 2 ---- 3 ------ 4 """ 5 ) The ad had overtones which did not appeal to me ---- t ---- 2 ---- 3 ------ d ------ 5 18, Have you seen this ad for 555 100's cigarettes before today? Yes ,,,,,,..,,,,,,,,.,,.,.----lll-l--lll-C~-- No ---------------------------------I-------- 2 Not sure/can't remember -·-------------------- 3 - BATCo document for Legal Senrices : Health Canada 19 May 1999 19a, HoH many cigarettes do you smoke per day? Less than 10 ------------------------------- 1 11 - 20 tone pack) ------------------1------ 2 21 -30 tone and a half packs) -------------- 3 31 - 40 jone and a half to two packs) ------ 4 More than two packs ------------------------ 5 19b, And how many packets of 555 would you smoke in a month? 19c, Have you ever tried 555 100'5? Yes ---I-I--1I---III--II11-111~.1--1-~-1---- No -----·----------------------------------- 2 BATCo document for Legal Services : Health Canada 19 May 1999 CATlON OlA_SS:PICATlON : THANK YOU, Now just a couple of details to finish off, HAND CARD O 20, Which category on this card best describes you? I spend 2~ hours or more per week in paid employment outside the home --------I--------- I spend less than 20 hours per week in paid employment outsiae the home ------------------ 2 r a~m not in paid ecpidyment outside the home -- 3 21, And what is the occupation and position of the main income earner in your household9 OCCUPATION: POSITION: 22. Which of these best describes you? Single --------------------------------·---·- Married - --------------------------- ------- 2 Widowedldivorced -.---~-·-~-1-----111I~------ 3 Refused -----e--------------------3---------- 4 21 4 N - BATCo document for Legal Services : Health Canada 19 May 1999 23. How many children do you have aged 16 years and under7 (IF NONE, CODE O) thank you. And finally, your name, address and phone number in case my o~~iee needs to validate my work. INTERVIEW FINISH TIME: _ RESPONDENT'S NAME: (PLEASE PRINT) ADDRESS: PHONE NUMBEFI: INTERVIEWER'S NAME: (P1EASE PRINT) i hereby certify that this is an accurate and complete interview, taken in accordance with my instructions. SiG~ATURE: 25 ~P· BATCo document for legal Services : Health Canada 19 May 1999 ill A a o C~3 r I II april v CI~ 'ZG Z ct t 5 I III o n f I II 11:II ' r: 0. -·1 w M 13 Cr) LbDZ Z Q] I~( C: (3 P: W La~ Q] o 11 II) c Y d O O I~ o or cr: b to r o 5 01 9 r;nrcmb cll y 0 cEC m r 0 II. P1 P) 0 L E 0 ulo r~ 0 _1,11 O yllFiX 1010 pO ~r 2> O r BATCo document for Legal Services : Health Canada 19 May 1499 6UY [c) TijT iijiI~G ADVERTISING Eri2TIVENEjS Your Fj~~ Consultants : MarK Syta Clive Boddy Simon Chan telephone : (02 j.i506-4128 Fax : (02) 507-7951 Address : B/F-l, 126 Nanking E. Rd,, See. 2, Taipei, Taiwan ~n 1 F T 1·i~OCr~TEs O ya;lib~~~1, LLLi'e C ~Kmruif CNC RES~RCH CONSU~VFs BATCo document for Legal Senrices : Health Canada 19 Nlay 1999 ~ __1 · __ ~Y pa~~pci~ilL~i ~~~HE MlO ~ESEP4P ~JLTPNlr, ~SUvrei ~5:: A OESCRIPTIOH OF tHE HOPZ I SUTIU iHE aov~~r!srre Se! THE ~DUCTP Z ;he BUY(cl test is a validated and predictive measurement of I advertiging effectiveness, To date, it has been stringently validated by o~r clients on many separate occasions, In each a validation study, our clients have found that it: I - Predicts Consumer Purchase Beha~iour, I - tracks With In-Market Sales Tests, and - Correlates With Other Behaviour/Attitude Measurba, I the SUY(c) Test has been shown to be lore reliable and asnsitive than other accepted measures of communication and effect, i Thg BUY(c] test is a tath~iqud that sorts consumers by the degree j to wh i ch they react to advertising, At the hlart~ of the teehnigue lies a Gut:Pan-type cumulative responsa scale (in- eluding diagnostic questions) and it is this scale which dis- e tinguishes the BUY Test from other systems, eat is found in the following model of the rationalo fp~'the aUY 1 how consumers res3ond to advertising: (CHART 1), I~ I· · 31 ~ .;f~l O II--- - - BATCo document far Legal Services : Heath Canada 19 May 1999 F"YnS~n~U.P~I~ ~P rvcllCr"TV\iS M]O RESEaRCr C?NS~j L CHART I rHF BUY TEST ADVEiTISING RESPONSE MODEL CUMu~e~v~ DE~~F~; o; 8Uv ScAlE M~~E? STE"S REs~oHsE MEASUREMENT sers_uadi~e The advertising brings BUYING URGENCY B about a Sehav;oural :~ction On What co~mi:oent, imo:oved (Persuasion] 15 Learned And · att';lldes and the (Group I;I) Integrated) motivation to talk about the res:j~al benefits a~d im3res- sions. I~n-,~rat`no The advertising pro- ~t~vOLVE~is; vices a gratifying (Fersonal Rele- experience, one that (Group ~;) vance And Real touches the emotions learning) and creates a sense of 3ersonal relevance. 01 Learnins Recall and playback of RECA11ICOM- advertising content and eSEYE%ISIOIJ (5im3ie learning) comfrehension. [Group I) re ·ii ti --~I ou BATCo document for Legal Services : Health Canada 19 May 1999 _ · · S~i~LL&ASSOCIATES ~PKETIN; ~NO RESEPRC~I Cj~~~I~F~5 I 21 THE BII~(F1 TEST eDVF~IIF:NG er57ON5E_M0011 P ~t the left of the chart are the three cumulative stets of t~e response modal. :he first s:eD is Cfi:ned as LEARNING, eviden:ed I~ jy consumer recall, playback of acver:'sing content and #apre- i·ecr;sn. :::i the :n::;al ·es;cnse:i~:ernolO :I:3:gn whica:ri P ;sniLmer laisei i:aoui:i a in:::a:c: on :ne r:pnt, vitb :le L csrrespond'og BUY Scale measurements. I Each step thereafter, is Dull:. on the ~:eceding one so that when a c:nruae! reacle: the r~: ni:he scz:2, BL;Y:NC URGENCY (GROLIP rj t2stimor,)e hzs beer; given to the c~ten_t of_the advertisinS~ II jolleirilg of a p~ii~p~E~ valve has Seen exlerienced 1 in the exec~tion~l context for the product, (the INVOIVEMEN~ step oi G;IOUF i:), ar,d lastly a c3mm:tnent toward :he~ product, a ·i ~i:iinSa2ss :o act basec on ~cyin; intas:ons, it~rovej ttti:uces I! and/or the motivation to discuss its benefits and impressions I ~;t~ Someone. 1 ihis response process works for product, corporate image or poli- tical advocacy advertising, and encompasses the range o~ execu- I :io.al rerjurcer;'inalery, iriernd leneii:i ant en0:i0gl values, I 3 ~o ----- BATCo document for legal Services : Health Canada 19 May 1999 SPCs O ~r~~g ~D RESEAc~ C~NRICTY3bj ihere are two features oi this model that should be e~phasiloe: the ptcgressivaiY 'mere difficult' consumer responses rc- guired for each response staD and (2) the substantial 'pu~;ita- t~va' di stance created between conbumers' attitudes a: the excreees di the scale. Tile cumulative nature of this model is further illustrate: in CHAfiT Ii. B~Co document for legal Services : Heath Canada 19 May 1999 Icccaa ·I CHART lr i SCHEwaTIC DF THE BVY TEST B~DHSE MOOE! DEGREE OF RESPONSE: Buying Re:all/coP Invol ve- Urgency(poroua- rcbenal on e~ si0n) 1 9uv Sc~~~: Group-IiI (Persuadedj + GrouD-II (Iovolvemeat) E~SDD-I (Recall/Cal- b pranenaion) + Gtoup-E ("Err3r") I BATCo document for Legal Services : Health Canada 19 May 1999 p~~~a;qssoc~ M"PKc""; nO ~ESias~~ ~~Cip~r\rn I I ScHEMATLC of ~ sv~_TEsT RE~H~ ~mEl.(eH~Rr~l Reading across the chart on the GPOUP II line indicates t~cr Ln~* n.cpi h* ba d~C· k: 01 ~ne noon steps of the scale which then definer 1 persuaded consumer, GROUP shows a consular who has gone Seyond the rudimentar~ Recail/Csmprahension leve: (GROUP i) and has become involved wit~ t~e exec~;ional values and their relevance and integrated t~eo with wnQt the advertising c3launiclttd, but nevertheless, fariec to denonst:a;a a bphPvioural commitment to the product. GROUP I reveals those respondents who did no: go beyond the entry response threshold, and remained in the simple feedback and re- I: 5poose level GaOVP i. I ~OUP I, ~·e anehha:'l~~c' ui~p Guttm4n Kd$C I nomenclature, classifies the balance of the consumers who do not Rt ~e D~T:EI~SDL nllSljlClbC·D C B also a check on the criterion of scalability, since it usualiy r represents 10Z or less of the sample, indicating that the scales has PI ~Eln nF~c~Y:~h end ~s elessiiied SOx Dr ·~ I of the respondents along the BVY Seals advertising response Con- ~·a I L· .. ·~ ~i~Aa~lCPB BATCo document for legal Services : Hea~h Canada 19 May 1999 ~nnRKEnNt PND fi~j~F~D·i C~ilU3l~m 21 i From the scale, we emerge with a single score, the 3UY Score, wiiich tells us how many c~nsume:s went through all tnree steps in II their response to the advertising. This can he illustrated by L the following example in which a minimum sample si te of 130 targe: auCience c:nscne!r were raicen t~rou;h a 9UY Test in tne a forced exposure design, In this instance, tney have arrayed themselves along the scale in:he following way: L II DE~TYAiION ~0F BUY SC3~"~~ Ec~C5~ EXPOSVF.E DES IGh' Interpreting tne dzl?, SC consumers Or ~6X I'::he sample have II gone to the toF of the scale. This constitutes the group who are g PERSUADED and crov:ees the BUY Score of Q6x. (CHART III) I Another dO consumers or 31X went as far as becoming INVOLVED with what ha: been :;r~usi:·:ed Ly rbe adverl:s:nS. II And 2$ consumers or iBX of the sample did not 93 beyond the P initial threshold res~cnse; they Pnly recalled and gave evidence L of some learning feedback, and nottling more. CI lastly, six consumers or 5Y of the sample fell into the remaining L "Error" or imDeriec: scale position, 7 L· jill , :~J " T~i~l . BATCo document for Legal Services : Health Canada 19 May 1999 ~~~ MiO fiEjEaR~ r~S~vrS CHI~; III or3!ve;Ia# o~3vv SCORES g 8~5~~'oRCi3 fXPDSI1RE DESIGN ~x a ~o~zl Sa~Dle_(Soeciiie6 ;2roe: Group): 130 100x Group III - BUY Score (P4rsuaded) 60 46 Group II - (Involvement) 40 31 Group I - (Awareness/C3mprehension) 24 18 g Group E - ("Error") 6 5 I O 1 3 BATCo document for legal Services : Health Canada 19 May 1999 - -- · -·;·~ P~~+ca OL Maum~ ~O AESECRCn m~U~Y1S T~E ?fST'S_~~GH~T~E dDI~UY~lnB~DIEW9P;· I ~r-~i"i~i~ I ~ per5uls:Dn Jcore arr;vI? It in ti~f man~e? ior de total a~C ence or for its key narkot sagments, is only a sttrtinq point for nll~b. It Ck~a u Wjrh I *~·1·2 VdU, Id I ·id I t3 begin ;3 diajinose why the adver:liing, ccmpared to norms, I achieved a high, average or low BUY Score. I There are three ~evels of communfcations playbaoi( the BUT T?(:: I 1 T~L3UY TEfi'S D!~GHOS~!C ~~?OMEE_6T~~~S (~HART_~YI I - Initial Visual and Copy Plbyback - ~ayba~ t3 t~e ~apnos~e lor;hw~~ I nctebin~l~eadinp ~~yback to t~e ~cn~3~ I P~~t. MsEaasfic P ;r.( t~DZ~ nqlC1 On·L3 O Id C~)e a, lai, L ii nnr; 1 hi ~qbc~ ~14Edt nrjor at rd L response stage, I O IP BATCo document for legal Senices : Healh Canada l9 May 1999 FRC~~Urh;b~C~ I H~EkG ~O R~~ ~~W The entry stags provides playback of the visual and copy eie- Peots, The !HVOIV~M~Hi stage, the response to what was 'wor;h- while watching", gives us the intarpretation of the visual and copy elesento, as well as personalirl~, emotional reactions to the viewing experienc~, Finally, the PE~SU~~EO stage gives us, in what we call "mention a point", taose residual benefits and B im3ressions consumers are motivated to ~ess on and discuss with others. The BUY Ttst provides unique diagnostics since the consumer piar- back to open-ended questions is cross-tabulated by those who were oers~Lded versus these who were non-ae·suaded, The playback data can then be analysed not onty by what was communicatPd in reil- :ion to intended benefits and impressions but also and tote iaportantiy by what their effect and contribution was to gsrsue- siveness, 10 i. ii BATCo document for legal Services : Health Canada 19 May 1999 p'~+ca C z' ~~~~ ~O RE~EPF~~~ C~NSLI=P~,~IIS C urn r THE BUV ~ST'~~GHOST~C RESP~SE_Sra~S PE~SU~DE~ MOTIVAIIOH TO TELL SOMEOME PRooucT/coMP~Hvls;avICE B SOMETHING ABOU~ THE THAT MAS BROVEHI OUT IY THE COMHERCIAI/AO~ IHVOLV~~~T df 'YORTHYHttEHESS' ABOUT lJHAT nAS SHOWN ABOUT THE FIODUCT/C3HPAHY/SE~VICE REC~LLI e( REi~ill~HSfiAl VISU~L AHD COPY PLAYBACK, COMPht- ,,1 L I C LI n L~ BATCo document fo~ legal Services : Health Canada 19 May 1999 A O m I " 'IIC~ a:n t Zz ar ii lillll l;li o ag Z I II 11 I1IIII IililS o L mt I1 Ee He O I CQBe L'~IC~IO'LO~ blre~ro LC I II Cr ~"~POQ O Z m r0m YO Y cc~J r~ CJPE O D~ ~ P~ PI ~ a c E 00 g0IOa= eec~rb t C OY OIOLI E ei ,oY S~ ~> a t P~ I a P~ C ~r a e o O I z P W '2 BATCo document for legal Seniees : Heath Canada 19 May 1999 n~ WBt ~f Cnlp R~n and so i Laovr that t ubj 11~~,li:3 ~med Le na~ p· :nn~~ :bnr~nnx! Ix hrPuE then was ~~sr PUiell I~nl b~ jcpa r~~~l~ a~d~~n ~*iai~l h~n uox $ =xi~cffe and dUP. twra obmlbon and theorv tkl thr *c: chlP~~:u=~e nta b01~ runnr= h;~n b convinced Ib·~h cdarao of oi~ br CLnsm ~ b o;n~r~ p divide ~n,~? bu Lf baC1;1 *piea the case FlaP 'g" uwY be mli~d. ~nl im :w, ~nds n) ~nt O:jer Irnnn Bu; ~l~n le was p~o P!lrPa contends ~~ Heclhpr 31e, Kbe st :he nw upas Ok11d dcd uCh oa;ia:P ~ob dln bp omitted 61 mtdai Krdr b, hr fom the IC=~Jca:oa d hrlgc#r abv~~d mclr;nL ktn,o~ states ba' from sr cuampa F these Bra xr~, nnr; scales, and phvrl~l ~lOl$#:'p~re mt mrr~n m, little words an bmd, P··n ddm! ~awRt 1~ ~; eonl ~;n' Da~ duonr 131e~ G~n m~t je copying tiwl BudJ msmog baoma, Yes, so uhb are 3r E*Uha - means, ~~, Ic Fm*! ~ls~ imm :ne sdr a laIsoBoOC; but Co not make up ~p~l In~L IOn~E~E COd~Ol~l Ind ~ on po~l~ Ho~c~r. some d ~p:~~~nS mind u6 r hire F,nirned Imml a: ~n7ad ~ln nl The b no dDui r=~o!a m cstajliih 64 and to w· ~1 e~dcna~ However, c3nmodsl "m:no: j~an has 113mhd x+ ~:p i31 and mmT, is so In~ba Nmea in the n~PPr that one em~ ouotltion, ~L ~~1111 ~i~plp~g~i~i~E~ ~t yaon in value ~nln~:oes ant end jovason has not uih'dar~' but '.: 1 ha iYe to apt hn~ !e!erence r 1 ~Mhb ~~ nv nm dm rcr ~uk~ fwnac vLri g ~e Lrbm~ d Bldl )ovnson ha 1 few plga c4Pneul owe~la, uno"g~hald' Id~· edriier laowP to 3c ~m· ,· ~m~e Sumjff~E :f4' IY lonln in n!oed i :3111rl data (O: him i:, nyae D mlarmr Hence, Ina~n ven:on t ~I ~~~ld cna d the 61k hdl vo~l .I zuadgnrm could 5e "so tar as ~t 3~ir two :1~~ ~u·Cil~C a botr I nmbrmnio dbu~ Ob- ~o,~~ YC are Ye~ I I~ II :- I Ih ~; O S~;ne db much in Be ai~ i P· ~jbnadon: ~hr cm· e~denc~L17rambn nbe dll =3(~ basis bt deaI;~i~vi~cni still !. I·r . n~~a oi social J, ~~t~ and ~~~1~~ .p~inra· t·~- ~=lbr ebee Hor· Factor An~v~s and ~- ~~~ Ri~ Eill been telli6ence anil c~ld that Ed bd plns~lr :he ~aoaa C,rsstO dlP pld o,' Slelrall and lhe ~· the ~B bm l9jj contribution of PeaMn. _ TI~B ~ 9 l~j P: 1 ancg d WI hlv Ifs with P ·r a,iitv and Irhme~, w~~ Bun owed to h~ ~I oraurt's motives and iovnyan th;t:ils hlse P!aaa ends utQ to determine exlciv 1; I~obbg ~~akR !we f~oul nna Utl :~lsnc. 6e UIPI colleagues Charles =r 3c~ Ks far ~r I, _ ~'gp·~la P~~~or~~ndnal#!i~l Soearmar. (IBbf191~ and ~d Paran O~~ ,, cdLlgPa ro~drc believe L1 YI k~ 1~3~, "thln :tisto dxP~a the content d his earlv 31D~I ,c7~n this anaivsis. ~lml' ~1 h~ in ail, we have ~ must be said bt blad i c*t~TPI to ~l~u~vi ~c~ i·· rud jovr.lon'l amdd ~a~~dl n no dn~r Itrp(llr af 6( a subject: it would require ~s buion 1 r6gYng 1 ronYnnPI$ xrupu- ~bcp·bl~lisb ious scholarship and 5~1WMI lieve that although mathematical ~~6~b Henrnshaw's CLae~l amre ~1 rhdh nlflaen account, ~d the p~~iv oi n) determines the ha! been partjaliv answered, Chq, (1 assuminF; that ah l~~da is ever riul d di indeed r O, is mills I~d ha not been ~l~d, and Charge a) ob~i·Y in the historv of nma. 8 ~ln!e#s lhen is hldb II! point in nmrar in the balance. this end, we find ]~~dl dhsbn tRI~II Plb a bound to be almost Lmn then, we must conclude that of 8~\ role in it I~isany on nn! IOentiileljlv *o~Yar ]ovrXln Ijrtr much d aull nxlned Im~~~l data lag and 1 challenging alternative to ~lj~ db 1~~~ "reporting d d~ oaaa be cpnndjRd of value to the BlmJhlw n97A, it is de job d the ~EmSca of Ebec is inuhdlno~' xwailr L33~1~h. However, his nader to judge r~d is the mon OP and with nknnte i jA m $~ Iapr contributions Idll dndopmca mP~I'DP~ f"' mrv diIfuent views Isb~, date, lad place radnb 4~· of educational and ~Ubdcn Pip may m~nl#v be heP rcncernjng the rr LDnnbl vo~t have been mel chdp! remain. ongins If Factor Ap~ynr kln#(. Ya, kmron rtmea in ~e an POW to Charge a~ ar Pmny out an ~6~P Id~liS o/ Al Budr La ·In PYs'd blrhp I r. ~~la i nr id Hul pi ~~ lOrreiations In AP!dULd and TlbC Dlm.Cld R!%~Ulm1?010( ~m 1 involves 1 detailed minF j.; P~n, omlnjd to show a: mt blb3 ·1 I C. L~a i ~m ~1 of the Bur main smn a w~rh 81~ :P~~n ones. h can be seen im~d~ D:*~~ad kl· IPT#Er Ulmq reported UI~~ rondcaa and I IP1F Ihn con mclrunmcwr pi C~dr iAB. O ne r~yddP(~ A~d ISSO 361 BATCo document for Legal Servicea : Health Canada 19 May 1999 h doer~s Ing rarrrsf~a~a~il$l~ ((II~(IIIIIIII)~LII Il())llll(~lnl(~~l~ IIIIIIIIIIIIIIIIIII ,II( $43$ hles Bbed Eo5: bdiaa ~b I I field lorgely ignored by pryrhologistr pld g·l$$ rniiundersiood. pr~hdodla Itudv ·a·· ~~oJ Dr nk I~~aui w, 4( BnCp the rjje(t d P61·i~ d~ ~d ,e efiKtI oi~b; mss b~; dr ~:~k: ni l~dr m u~:~ mPi~tbel l~y be wa~ mn I I VPdl, but Yq give little cml D o·mdPd~u ~brgr 1:i lu:p~ td lrborarolv rPmel Sllb commrka~ C mpr d dnmdq ir masr a aa~ or I~nnb md oec lions h~ a ~!~ ladr~ aum: ratbonkr. nb omkion h Lomt PYIIBr jrtmour Tie 3~GM~~ ni~~g bdib Ipd temmluaeau lad eve?. mon ~dYII with II ~~p~ mid (~ding Id~lbYPB Coeir 1Pd 91 mil be nddv held lad rdi let d KDanmit pmhdo~. dr Yardaf ~CrrdiPf Ra~~ CdL~ pW egeir\It ~nll O~ldr ~L h· n~ d malumpdon lai nhrd 16 113 wa:lnoldr mBul~L1~ ~e bontorv de low hit n~ of Idve~~ng ~lng ~h k complex end dfs ~didng md~ btlln it helped cnlpm thnt ~11I Edr ilpld wist hm wideiY held lIIumptionr; Inr PIv- m dQr mlngdj ob~ns IPC I~ subrtIntial *ml In Ipr dde~al Ipych to be d~ h ar their IcCHae~ u o~~ aler z lecondiv, be dnmd Yen~bv dddll rha# avoid klYon end dl·adon Pmcerl Br nho brd! ~Lh lav c~ n~oal~ it is not 1~ r IlrPoYe e~ of Idveni, W~t PI 3161~106! How mllY Y· clear wbb attention I ·*lr dbd ing. Pb article m~p~ nmt oj the apd the S·PQQI I1P Id;enlasl Ih*Y n~r to Pk ~ii: there irrues m P~ld I PI 1Rd D'h* d the bnPd I~JY ron dal dwhae rust, 1990), in the dvninrm. The failure hen ii Many p~e credit Iddllg rib Does adve~~ng OPld C~~L (Apenb BlhkL, 6( power to ~ba and PPIIL ~I am. ~~plmnb ma!lro r dr ---···-~-3 rae object, action lad context in n~ ~a~Egb advvtiring cFnootlot a~ PCISU~~~ ~ enaa fnm one bond to r~ ~~~~-~~ mspR. AKordin6 I bb wmmt pr mDLa or palda peoPie to mot 1 I 8~ :he pauune mi d Idnnbng purchlse of X ii Itd to my hieb market ~I Leg hive pnviouriv her been r~~ suPPoned i?' mearch. about buving X, Id an Idve9~nl twided. n( work 01 11 Yale Com· I Hcrud m~dlaor between the 6~ that failed p thing bdLb about ~lktbn and Ai~dl O1Pbe ) kt iHdl in Le LCnch~ hlvr been bUyinB X codd hl* no db on PPF bB" td I~ ~pad od b 441 a narsl ~I PPDa·B. II* rhlsrlllnxpai xrur(d. drd on the dl8q of lop~, /195; Eer 19BZi. There an avmi m· A third ohjKtion to Yaldipl7 anrcoi mauga, Ind ~n~~ action by j,6r YmRj! of d~t Ind con:ext of m~~ Idnnklb ne OC attention to, lompnhmloP and rca i ·B wh~ nab i! hlJ :o I~T!o~ models is bw thev i9al tL nlpp 362 ~~p~ IJSB Tie Psgdcbdn --- BATCo document for legal Services : Health Canada 19 May 1999 ~ ~=;m;l1~:~~7~*i~?-"*a:"·fl~-~C*"~t~CI`I~.~:~:~ a 1 rnain un oj Id~ecjal i p ,1110f nie:enre to individual pr#aPr be ,~nlumen. Ohcn 8me is lc:IE ~s~l qlea! pus Ih b not mi pu~~ hen YP mlr~ I cbdpdL2l~lah,lreb i I ~xd~ rhl dPr mel n ~aliatoC m:!dqbnpTa iiOte ddea lhat PeoPIe change Id: rYd need to be adpld led I IOu mlr cancel s~L #ja Oe. HowrvrZB loyalties kcsure d ldvexisinS; edd turn in de mgpn8e impact d Idvn· sales inaa can pmainn be reon, v their patterns oi purchase show ~~1 rising on sales. and 1 I~iwl pancn hu energcd irom i change ova long penods d int L is economerr;c Inhra rYd nit out the true br blr otcn bu! Brand A on one ~douadng dicr dj mmpm0l 1~~ ocason ~n~ ~lnd 0 on anaha, b~ Impoct on ~Cs 'F "l" p'm#bm, Pn;e vlntba I Lb does not oaa br anv rr~b in and nsn~t~ Saiel gpOt rise ~CL / ioYlltY hi c~ndlnlal~m 1l Adra~LI at! ru3Porr nia in !g diminishing mecl~*s and rbm de j pluralis: bunnn habit ·hth is mnrj wIvt: bv rmna 1 higher ~ a bl. campaign ends Jae 0 an a*lmi~ I mon mmloa ~ln nage bnlC Ioval:v : Ih~S Eel ·hn above the Imi Jr :r~prp sales, w~rl ha 1 hi~i~~ Ohmbag 19#i Households that bug would bye ban o~dPd without ~r je nn~e ~P ~h bu mortIv ~ i7· 1 porrf3ilo d LPn6 ~ re Pndd lad d~~~Pb rab dmd~r 1981). hmeab dr ' to buv be sarne bands in the same ~R in the rernainder of bbpp i I~~ dK~~ ~b m ~ base :~ w~~ h 1 portions in other pnap de in ~n on the second d these ebml i higher than the ~~(1·?~5n base ird 1 humt 3lahar mrh Br r,otion d Id·n~ig but it is wonh noting dr a that 1 long term diet on sales is r~ swi;rhjnd a *~laLa ha Tml ~H· II da support d~ mlv weji sn codd, nse two dtJ d medu / alce to ihe een d Id*fulg ~dd to o~ ~ be :ne mm: ipmnP ~tchn i ldVenising In Il~nt~ in F!SUn 1 i this the bc:b! Ids are o8e? received Id*miog for nit; brands An ~n, ~r maoaa d the sales Rlpmi in pdlr conditions and one can see that i tnoPn a given 3! Plpba King 09R: tPdng dr cmodm is the nrl of the wj! d most adVertiiinS m8uel~ xhl pad that ova I twaa Year ra· several ~aoo~ ~olb, at the start d the is nther deal~ ~~ that oi:he Yn& od ac muh Ibln d And~r scarceiv lmpd11 ~r initial exposures have j·d~LE ~gpave Rnnll in h~r ct~sd sill the once pnnium above moa ikt on b&ndP~ than la:er e· archical pdir · other ~lndr IY~d horn 1 per at m pmm. kP~dp as dJI goes b! bet In npnre pmhal mrim, mt 3j ?a nnl. b~ this pd~:L band a 1 decaV :n :he it: of eTr dY1~ pdua! 12 bmaa to 3anmea, Be ' vl *dl supported b! dv~ing InC :!)p exoosures so rLe 1 constant me dlbl:ca bcwbn brands an ohm i I dCrdt to believe that this did nor d Idvcnb~g eventiiailv produces 1 1~~1 and repeat PUR~I~ can be hlD I bdY up the pna pnmie ivd Pram pc n,o~dar 1 / made nd t:h thought. Eia~baS r~kt retaining share A mon mnP neasur; d ~dvl~~~d 'p~aa' (191() has Ip$ an in such oral iiluslration is proMded bv rnanv pR called ~~ (Broldbent, 19~1k ~6· advertising ana to ribm or rak dub fiadr Economists ammll pr to used a take account or this d~ ~n ding ptr~l of bcb~ot: and hat believe that Price and demand an ~- rat ~~Qy a 61 campaign advances adverr:sing otra serves to hold 1 ~~ rc~n nhtd, m b·ld leaders In kws and ~vl people are Ck who L Isrr ·*r th4r; te a~~ i 0b;lllh;s(hb~! Pd L1 jr ·: h: arrd a J1 ma3, But, whrha Idr~dat p~urs 6~C Again one mt! suspect that 16 cais. small sales ~13ga or has the ea~ d rca~g otcn serves to m7pt this An apo~l#~l decline in sales ahrr pnmtng nil erosion, it a3n ~ ~ pltcm, de PnpJg!b nl slnnn since this is dun led eHects bv Ibln~ny hdvenbLb nrpprr sales a :r the nonnal pattern when a Cr~i, psychological mechanisms. Bm and vm. ~ad~ IdwWPl~jn~a the rnent ntums O In e9uiiibrtum isd R"Y n~al argue that, br leb low $- Id~br~oP wrm; it encourages Bp nl dwl! bl nldaa on k~mf vdvemm buab ~dvenanS ~~M! djeoa to stock lad I·mn brands be he that dmr tlnnr do not varv ·ah~ I*~*d~ I~d~d b(,hUP thN mtia~ ~o* oo~ much wme 1 agr d pdla d~ band name lpl by the mcr! sa·r t6 j when these iadl an *d: Idreh~. suggests that II Cocav d eTn is based fat (PPne IR8. ~krmkp ·IPD I.p,~r, purchase is heeviiv deanb on 1 pl!(~dOgll P6~ thana nurxF, 1 a: oh lvaiiaji',itv and plabi the 7~bl However be t8s dldvr~~ St purchase ~~ente mlin people J~~y PZ~ 'dvtmaP1~I Br Pe :,bnad on mon sheivu a 1 sun wit m mF " Pia dt*ndl on br~b~bn a brands Lrr bill: · increasing lia, Well a individual response and some oj It 0 nl;u;ai Dr p!cbdopnroimi ~oPBg purchasing is I~d a, dvsv d ~inI~Yng pEg Flbsmly be ar~ld : b~qhPbed~~m;tdmb ·is nbby jmt ibars *ic~lpi work is Bdla to wlr~r these two 7'~n b3u~n MclP~ng Cng .I term effects n·*w It is ran that 6( pp~~(~ sales b I** ,ponre to 1d~~~6 can jortiiY be cost oi the campaign and I~oLn de bl~ p* *~ B· sales gains produced bl I advertising In crudal to its pmTI· ~u p. YEa The malpRle d r~l~~w I ddr ha been difficult, but Ilra~ ~u I e[ferrs hv, ment d small bal~a recently, been wil nigh il· possible Supporters d advertising have ,.I had to Ip their at *L poor ·C dacL lad advertising hi lost ground Figure L:rJ Ibdurrd~g I dd· a the Ipe niY! $aHL The Ps!~dogit Au~t 1990 363 BATCo document for legal Seniees : Health Canada 19 May 1999 ~ew*r~m~mrrr~ ~::~~3E:~Il~i~ ~a mmnPnr u~~h In arPuno. into 1 !n!a vw and Br there bl ' rriq kl·d i Il~mq, lodor hn p~uq llS ·dp· 6 Jp rce ~r iha Aafla C~P I :cbbp developed in Le I·llbal L 11961. Mwlliln5 nl d· .:jted Sis bv lniormauon brcn rrdod Lmat lpn aui '~ td d ~' YLI k*~ ~. hcl~ I~~I~FlbD~l~lr ka n L'J~a~ totlrv, LB o~n Dc;4 Yrii! i :Ow ie~mvcd the maluranent of bt i Ig at 26 ~1;~ u,,;l dl'~lib ld~' Hb lor~~rmg eifen enennpusiY. IP ?ndvear Ihe ~at 8 Yr~ Aln16· d Nlhpnal Ad~slm ;au~ br d~ of n mmmrik b~ j.R O~~ C4npnl Blrs L 3? the 1*cha made bv kou~ddr ne lair Ihowed ror,riderlble t~ ~l~ad~: G~. u iou: PORL in 1 ;l;mhu of US ferentu bR;YEV, hi bnpdr ppdd EklCI I~t nea I~dSr Idm· snmn~a n[ nodma hoahdd ,,d hdr naah n ndd to tb ~r ·d )I cl~s. C~ ol ~ ~asd~ I~rha be CLdBoa ~dp how bnta ~dsabng effer;! ~k'·I L~~ N~ &~ It~la:naa an in dstntd varv nm Ilh h~mn ne value o.' Bm~s~ LLC n9Bl).Rrpul svvind: ne ,louxnoidr luring the cable syrm) and 86,~.~ h i hi dsortnPs: p" ""d a"lh"~ hd M'O~ ~d·: ~1 the pu~ln de in Imi dr ~nnn~ db or rile on pF 6d· U~ L C" (h rdibd'lm rura ~1 on d~lb. Curtornen d~ BI oa 1 ,sr l(r 1 amy~z ha ~! i"""" nLlm a~ as~S~Pln au~b + that It ended. rnu efi#t b~ been tonfineC ; rvidlni Cw 09W B1 mi d Id~rel ~ ol Id~~n31Pa On Saja; a be a Imtr br A~dlm and bBI n96i ''LA I! Ihp 10 jCj; ~~urd by hocnhoY, ihe5( td- in t,'r ?q61~:d bas br Ct p? Ki"t I OPOI PI·l d~ld b~a rpn,mr real exoerirnents in Lr la laly dim. AlaF1, 17C mB1 lbr~3 d ab 1PrmanP db ta ~L rlall·, LC a~. GIL~·I bs J~d'"10~6 L~OBphrP! a~ailid. ~lilay mn a r~s a~ =nbd Jarnpier. RolMdingr rn Ltd t ~il Yi~t ReontlYlRl %ave details dbl ]ong- 0~ ~ldm: ~AR :~ ~Q of Id~Ppp on ~5L Re~ren~es Iwr KL PIT. LaP ra Flr C~k: pduer mi controlled a- rrrvr I·~ ~Wma~ ~, C ~~I~ in which 1 tat grouP rad Ibd~ Y. 1 Idbi L (1989). dbwz !SPYL gl Wd6h d adYUtiring dl i kh YLD· lee inc Be'L 1J, n991 161~L dl~ d Dll~lr /d ~~iR*j 5P oaai pup mr a ~; Lk ~id ~lr l~~a~~~Y nW· ~pd,a ~a in or lal pup to I mean of Li halt ~nm 1 Blchd lnlivns ~: (R:d bd ser eer ajove b~ control (RUP for the dr f rmpviai aecch. Py~:i :a! vear. h the kib~l Y' with no I+, u~ ssb91a Dr ~lj PrirsipPi Ldurcr ~ ~tpch :~oh Id·da~ ~s~ th( Ba.LLLFYLCPB.ICcS Inbl~lPplhrdle :vo ~II' L''"t PPP IhD~ pjl ilm~ lilt ·pl~PI of Wfaenoli a· :k wae ?9 per rmlIbal the 4nml abo·l *d "PPPB lbE ~n bl IP IdUb odd be keord gm. in HD, L: iEdl ~kra INSTITUTE OF PSYCHIATRY B[omet~cs Unit Short Courses latenl n~bb Models Using IBRa and An introduction fo ms Analysis of EbS on a PC EpiderniologioslDsta Using GlfMPC ~O 811 December 1990 25 & 26 September 1990 A new pradnly·odenta!ed coune for this course is intended for rcssareh workers in psyc~do~sh, soddo~da, market reseRhen nemdn6 dhkd psyehdogy and rdated and others interested R fitting latent vt~~e dsd~he9 modds uing the latest avihde 9o~an, ropics h~:$ htodudhn to GUK uong Topics l;lclode:I Path diagrams; AWOVA and linear regression; I Fa6or aneiysis;I MIMIC models; I Odds~aBos aod their confidence intervals; $ Models for longitudinal data; I Il~near and CneaPbgiec madds; $ UdTt~~e m~~t rim structured means I Survival plots; $ RdPtce risk and Cox regression mools ~ tp~ for bo!h PUg atl: ( Dr Gnhm nna; I Professor Bdln Everitt; ) a Andrew Pickles ~ t for each d thess courses is m which d~la tuition, compnhraCve noter with examgle dir sets, and rcbahenb ~dPdiag !rhnl For hfta d~~B prrd Pffibtll onns, ~all oAQd: la Wilding, Conierence Office, lrstitule of Psy- c;:iatrv, 0e Cm~p~ Park, London 5E.' d~h B~phone On ~3 ~;1 EladoP 870 3&1 d~d 1990 nr Ps!~obd~ ~-~111--- BA~Co document for Legal services : Health Canada 19 May 1999 BATCo document for Legal Services : Health Canada 19 May 1999