AL rl ees$ KAPULER MaXNnORllearc~re ~JbNonh~ C·5 ~'~t~· i H~WER ~UALSTATIYE E~O~IO~J P~ina~e~og Repared For Broxn b Willi~P~4on Tobaao earp3raeion bvenber, 1988 BMJ n9aa-126C KMR Y8Q-3010 L:~~· ii Y~Ot ba~ d;lL;'o~""' lu ~h· . Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER ~18~E Cp COHIWIS BACSLiKWND. 111II·I1(·I1~~IIIII)11))(111)(1(111111((1(((()(11(1111 ii ~ilW~GY, ,,,,.,,,,, ii! 111111)~)11~11111(1111))11)1((11.)111.1( D~O~I~- C~F~SII()IIII()IIII 1IIII1II11(1II)I1II 11111·111)11(1 YI E~I~I~J S1~YII~, ,.,,....,,,,,,,,~~~ ~~~~~~~. 1,,.,1, 1~111,,1~~1~1 ,i:i D~lfU R9LYGS ,,,,,,..,,,,, ,~~~~~~~~~~~~~~~~~~ ~~~~~~~~~~ 1 !:e~x!sti~ ~l?ew!.r?ew!~-j~ Or Prmier, ,,,,,,,,,,,,,, ,,,,,,,,I 1 CTerP1 Let:sns ct ~nvert~s:ng .,,,,,,,,,,,,,,, ,~~~~~~~~~~ 2 Co3y Cc~!r.::ion 111111()1)11111111()~1(11111111(1()1)111111( 3 q5P! 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Repoll has Intlad~ed a "~akeless" produer cPled Prwler into t~te testnarkeb: St, touts, Phwnix e~alTucson, BrownandWillilumanrep~~sted research to assess cons~r nac::ars to this new product both within en3 outside t,k~ tegt nrmrket areas, Anas or special l?terest iF,c!ldc: o Cors~EerJ' perceptions:1 tt~s Dr advertising co~m!cat~on o ~I~e appel of the product to s~i;srs o hrec:ved advantages ard disa?ventc~?s of the new product o S~kcrsl altitudes ~i fA!1~ tJkz~ the product o Swken' reactions to trial of t~ product, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 IV KAPULER ·iii- ~ERICCOUX;I[ Eight focus grc~:j and seventy-eight onelln·ones were conducted durifg the week of October iQ, 1988, approxirnately one mJnth following the retail laune~ of Pr~er, Four 5-roups a~c! forty Id--depth Int~n!ews were conducted in Chicago, and four groups and t~i::;~i~t interviews were conducted in the St, Louis test rrarkat for ?:eaer. ~2~:15 Ola!ified r!sxr~~r.:s were both menaol and n~nlenthol smokers to smoke at least 10 sticks per day, Smokers or 120's le~~h, 100's leF$,h and Value For ~ney Sn~s were ucluded. (A few 100's smokers were petmitted i~ order to aid ir. rec~i:~j ftrale ad Ultra a~o;cers,) ~ adl:tloc, rgs~cr~er,ts met the fd:lo~~ criteria: o Aez:sx~t~:, 4~f were 21-35; t~L~ were 36-jj o k'i:~n SOt,k, 3C~01 and nOn7b1151i~01 Se~P:SI fL!1 taste, lii~t taste and Ui;:2 Ilb~t %I:? slokers were ::cluded o All were at least high school graduates d aots li~2S er,d rzrales were rep·sented. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -Iv- Interview Flow Both the focus gnups and the In~e)th intenlews rollad ti~e san~ basic fo~at, beg?Yling with a Lrief wam~p to establish rbpFort with resardents, Ihe d!scusslon ~n ~mceede~ to ta~ 8bcut resanjents' snck~y nlstary, current blzgd usage, ~wl:c~~ tet~a~or and t~elr awareness of recent er,ver:!sii~ or Fraot:ar,s, ~e corr~ena::or, tg ~II,~ ts resprilatsl awareness o,' th P~eler ?rc:uct prior to e~casur· ts the adver::sirs. Those who were siare of Pr~er wee Fues:!ond about tt:ei,. rezelions to the prcbuct, i3113~iFg tt!J, ticg ISP1S IR~e presclre~ to the resprde~rs, a nenaFEFe: ad cn3 a j;ye colcr ~:cfdld ad. 'I4.ey were asked e?out thrlr reacclow, wi',l s~c~ attee~dn Fa!d ta rooy :an~lcJtlcn, brer~ ar~ ~ser ~e~y, FM~aS~I~, n~ ~ sper~y of all of the a~vertlsl~ e!mneJ, ~uFt2r discss:sr. of ~~R~ visuals, ns~bnlen:s were ~s*ideJ a pack of ."re"er to esznine ar~ were esliec! how it canpa~ ts e~e!r ex:Petathns, as well as kt~t the:, eqecte? :~e Ir~iue: to be 1111·. ~en resp3chts mre given the c?Fc::uc!;y to try t~;ro~uet and d.scr!be their :~aet!ans 1O it. C~e·3!s in ";r:ss!ons of t~c;roduc: or user were d!sc?sse? if beg' arose, ?e one-on-snn l?st~ w avefl6· a: aj nin::es rd :he Iroc)s ke:e c?Fr~x~ately 90 ~clces low, All sessions were audis:ape·l and verSat:3 t~scripes of the one?n·one insE~ms were prepared te use in the alpla, C~pies al;he dsua!s shown, as ull as the discussion y!de end reemit'sg screener, are includd in the Appendix. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KCIPULER I ~te or Qution mts s~t ia qdi~t~a ~ dcs~ d benlon ~tioo cat ~ c~s~iad ~ ~ p~jsctien d Le nad~ to tL popu~tbn a 161s~ ~ ~dts ohfalncd t t~ s~l'l ~Ligs ~ ~ ·d b hip dar~ d~~ta~ bsm~, sh~ erat~ stntc~cs, ~ cnd~ nu t~U~Patbel~~ r rll u pm~~de a ~de~th mdsra~% or corsunen' ~~i~la ~ ~~a ~ 8 tbir ~h~3rl ClibPDF - v~~fastio.soni -vi- KAPULER ~DrmRuL c~o~s ahe uacept behind t~e RenCer ~s great appeal ht Ik plp~r walls ~ar short of iivirg up a its BdV(rtil~ elslrJ~ h general, disdvdntqes gna:ly Lutri$ adwtages and m:ess the prab~ct Is Inplwed, cmJL~r interest, other Wlen olrioaCy to erl t~e pro~et Mice, appears to be ;cw, Hsl only an e3nsurrs dlu;;c~nte: Si' Prmier's 'aste 4sd IppeL, the an reluctant to rake eC:us~~nes to t5!r r~dnal 930k~,~ PXltl~~J ?:0r?er ·~ accomnodare t~n spciat nnb or t5 product as indicated by tte inz~uct:an booklet attache~ to ~pcics~ AdC!ilca!ly, sm sa~trs an not dll!~ to mke' t~iese ~nds of Jaeif::?s in order tJ appease con-~d~ers, who ~W or ~ r~: be a;pree!ative of a product such as ~sp~er. Ot$~j, Irwever, who tar nb6elve~ as eone?~d and considerate Sn0kersl indicate tbcy woul~ ~e wilUng ts oke sc~ :nd~frs, EdPcaz~ cor,slcers imn a:e uallg no: interested in readi~ ex:efJi?? copy and wno are resista".t to nll~~ ul~ follo~'~Fg directions to use a p.3duot thy hol very fa~l:Y vlt~ ycsn:J a nejar cha~ie~e 0 the ~n~lretur?r of a produc: of this rs:ur~, W~e~o:c, the copy Z the Remits advcr:is$ tends to alarm Lbe ~BCer; J~ety S2s:lcns an raised keduse be Fr~c: apFarer:;ly rqu:ns Extens:~ cxlr~t:m and a? ~J:N;ticn boalrler Is pm~v~dc~ which rur',".er n?2P3rees their wriness. ~ne advertis!rg IJsce Is hr:~er c~l:eate~ by t~e fact thdt ?remier is being positioned as part of the c~bret~e categoryl which the advrrr!s'~~ aucccssrully supports. ~isl, hove~e:, leans people reclifg e~PY'M been ?hl~ Ice tb inu3ua: foil oveM.ap, the WtlueCioc tDlklet, the need for a certain ~3~ bl li~te: and Re~a'a physical Waance all lurprlse the eonsmr. Ihe dverttslng does no: prepare thbl:or tr,e actual gmduct, and when t~ey see i: anl:rj It, concwu !3 that it ~s ro: a "nal" c~sr~tte, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPU1ER -di- in spite of disapFain~oent up3n trial, the level of enthuslaw for the concept re~M hi~, indlcati~ Were is ptential for e~ succtar ol;~lO~CC. w~eh can canb~ne good taste and "cleaner woke" without the disadvant~egea associated with the Prender pro~et. in addition, wNle ast corwm~o~n are not cager to pay a platun price for cigarettes, there is less resistance than d~t be exFected to payi~ a hi~er price for a product t~F could deliver all Prenler prardses, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER ·vlii- eXEa~IVE S1MMAW :e~x!stiFa ]c3lowledge of Remier a In St, lolis,;retrW have hard abcut Pr~er and a ntn3er of people have actually tried it, while in C~icab3 few are Caadliar with the product, a F~wr~ cost ns;ondents, the pri~~y sources of LzPo~E~tlon about i~te~er an local news pieces in the newspaper or an television, rather than advertis~ or pranotioMl displays, a 6esd on what they alnady lalcu, res~st~ents are ar!s~s about the pro~:t end the heating pncess involved, ~eral! Reactions to the Adsrtisinr: o kPt2r exa~in~g the newspaper and ~ga~ine ads, rrany people conglain then is too euB text zr~ that they would probably not give it rrme~ attention under nc~d! c!~stances, a After n~i~ Yle ads, ~a~ers are int:~7led and anxiws to tty the product, a Ass~~ the product turns wt to be as good as the dvertis~ claims, rest agree that it is a gnat idea ~:5 would benefit both snokers and non-~skprs, o A few, however, express Jkepticfsn about the product and t~Je the pFc~et ca"Jlot possibly live up to the cx~cctatic~ cr?a~ by th3 advertising. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -ix- Cocy Ccn;unication a BespJndents are corlusej abo~t the process involved ii heating, rather t~an burning, the tobacco, a Scme are eur!cus as to what the Or level would be, since It is mt staled, A nlF~be: of people feel the tar level wwld te hi~ or it rmuld be stated, wile others feel the fact t~dt tobacco is not burned s~gsts a low tar :eve!, a 2ecause the a?. does rot eamnu~icate what Raler'J trste will ~e like aFd S!egse ~rt in St. his have been exposed to negative news er~C!LJ about the prelcct, resFondents ex3ress concern about its taste, a To a lew, ~e "clee~er smoke" phrase is a contradiction; they see no association Sewer, sl3k~ and clc~nliness, o ~i~rs, hc;jsver, ns:tfavsrahly to the idea de "c!e~ter ~Ql;c,"~th sons bter?n:ty ":!emer" as referring to the ~a controversial aspects sf 5~341,q 2~Y~ sore In~r?rctlry it as Feferri~ to ~k effects of s~ke :a!;lue on t~t!: s~~undl~s, a ."ter redi~ t~ ads, a Ru~be: of respondents dcscr!Sed Re~w as "?rt:ri:!cl" ~~ not a "real ci~irette." Visa! Cc~t~n~Plistion o ~t~e ~an~n depicted in B ad is Imiversally app~l~g, 5he is seen as kholesolrr, conservative end Jelf·co~L"ldent. a ~t~ls ~n~9n Is secnas fltti~ Intoa broad ra2~eaf categories; aheeould be ar7ntx~ fmn 20 to hO, narried or single, and cpi39ed oc:s::e e5 home or a hcme~eker, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAFsULER ·x- o Respondents feel this mrman is intelligent and poised and that she typifies 8 Render user, User ~mnjerj o ~fost people feel the eds and the product are geared tcwarl the non-s~ker and tt~t the potential premier user would be someone who is concerned about the !tpact of hislher sacking ca~ others, o ~o~~ are more likely t6 be Rnder users according ts these nspcadats, wasen are tho~l~t to b,., sensitive to their envir#ment and wn likely to t~t new t~n;s, o ~t~Cb~l respondents generally do not see the Rosier user as of argl particular age group, a few feel they would probably be payc·, as powser people are more apt b try new rcducts, o ~~lr users are also perceived to be white collar, because tf~eg an more il~e17 to kO~ in an ePrt~mrsen: in which sokiFg is Festrict~d, o S~le fee! that Rmder is a step towards Witting smoking and ~uld appeal only to those with the intent to cult. c AltS,cu~ resp3~ents an 8nxi~s to Fry Re~ler after vl~K~ng the ads, clcpdat:orw or the product an not very high, o ~3r the most part, Prder is expected to be Coo light, wl~ vcr~ little tobacco Bte~ A few compare P~esder to such light brands as Carltol or Pale, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -xl- a Because the l:~er product would be so li~ht, some rcs~r~ents see It as a step closer 5 puitti~ sroki~. o ~ere are a Tew kCo have no eXFeCtdtiDI1S Or Raler other t~9n 2 concern e~: it wa!d ~ek taste a~ t~t ~e exF~rienee would not Se e..ythiq like SGki~? CO~tt:~M~ ClpBPCttC, bck~lr~ -··~ o er r:;i itsc:' is Senerc~ly desc:!bed as "elean" ar~ sa~ktz: "E;merie- loo;tiri~ o So~o 2"! S;1~:ild by T:edellrS pack, as they would t~ve ex~::~ a nfr~:!Pr" or;c:e dnc9t:e desk for sucfi an kpovat:ve new p~d~ct. a ~e loll :~~~ pcky:r~ elicits little sFontmeous reac:icr., ~csi;:n or ·p~i~e, ~Tfi~ ngFo~eas, Wher, proDe~, mast fee i:s )~L~ose Is :3 pr;se~! ~e s~C~et's r:esh?ess, A few question what i~:diasts in ~:~icr'°~oS~~~~:e SUC~~ paCk26!F61 o ~· Socl!: c:2:id to t~e Fack rakes scne Feop!e la~c~sy e;d ii,"i of t~ pr:lx:, 2~ are i~:l~hted by the "set of instructions" or "Co's ad d3r.l;s" [~::~1 use of Praier and are sc~na~t apPrebe?slve of 13~ ~~ p:i~c:. a Sc~ are !!sc:sc::cd :~s a certain gpe of lighter 15 rq~i:~ and th: car !i~:2:S ~c~ not be used, a SevPrz! rrsx~!?r.ts E!a~n that they Would not bac~er te red the icrtruc:l:m Se: no~al cire~stances ard they feel it Is ridiculou to Inc:~de ?i:s:i:rs to "Ilght up,n Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -xil- o Prose who have tried P:~ler previously claim to have ie~ared the instluetiom provided wl:~l the pack, Product Trial o In spite of look!~ at t~e advertising, most people kt~o have not seen or tried PrerGer before s~ surprised by the way it looks ad feels in their ~ds. o Cespite wy mi~~ivi~s :·s;ondents ~ve after a!l they have sea, cl*nst everyone still expresses l~terest in tryi~ the product, o ileny saoke:s 42ve ~ifff:~!ty li~r.~ Prder, even t~i~h they 42ve jw: reed the Irs:r~2iocs, o Cvera!l, r!~~cr.dsn~s ru:t Tw3re feorst!l to the r;#nthol product than the nsr,~st~c;~ o Fbst desc:ile tL rl:J: Jr~ as ~pleuat, l;h,t product's waste ~roves after su5s2:uer,t d;y but respor,dmts still describe it negatively. o ki:ile sc~ c~x~32rP ?:~~r's ar~a to t~f of pip tobacco, others find it similar to a v:!e r~~ of odors, most of which are unpleasant, o i~esp3ndents c~nn: ~: ~e sloice does, in tact, dissipate quickly. o In te~s of draw, P~i.r is described as different from what most smokers are accustomed to. ~r? do not feel that they are inhaling ~noke but they do exprreace irri~li:n in their throats, o Ether because they fl:? Praier ~satisfying or because it leaves an unpleasen'e aterast~, ~u\y resFcndents li~t up their own cigarette shortly fo!lck~~ tria: of the product. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPU1ER ·xlli· o A nder of people are ~nsw of how to deterPine when the product Is ffnlshed, as it does not burn down like d conventional Elgar;tte~ o M~er cqlal?ts stem ftwn the fact ~: the barrel generates head, khieS is hot enough to be vmceaforts~le In the smJ)cera' hard and laakes then tt~lr~ it ~gy P3Se a Tire sat~eD problem, See are pleased that ~h 251 of ashes is allwlaM with we of P~e~er. o ~clog!cl Issles are or cor,ce~ to a lew people; they fee! a product of t"s oet~e poses prohlls In tents of disF~sal~ o C;ercll, Prer:cr is vievd T.eg~t:ve!Y because it elLmi~ates rs~j' as~ecrs c~ ~I Eioking experience :~d: FcoFle lake for ganted anl njoY, such 89 w~tc~ilg the sl3ke and:~e een!ul dravlry or the las; drzs or the c:;er:t:el Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -1~ DFCUllp PIM)RES he-existing L~wl~dje of Re:Jr In St. lau!s, one Of the ~8~~r test ~rkets, muW art T~nilia· with the Peter prom~: std a F~r e: pl~le have actually tried it, In Clieaga, ~ert the Fn~ducf is net available, relFondents are generally not familiar it, alEho~ Bre uen a f~n' in I~~~s utw ~d heard ejo~t the pro~Jct fr~ nas FcP3FtS, b~ those uh3 hel hr:I of t~e ;~et, especially in St. louis, local news sterics dn tel!~si~n or 1·1 ~i~ newspaper are cited lose often as ~ei: pri~ry swrce of l~fon:lan, I: addition, sa~ clai?l to ~ve seen advert:siq Endlor ;Irwno:iona! displays for Tremi·r, "i'w seen P!E~l~bSI Of y!t articles 1·I thenexs~apruhere they've dissected :~e c!i""::e a~l !ail it wt wig a picture tSen and shawl~ ycu and it eK3l~ins ~S;w it w3r)is, "A I~riend wzs hl~~ abwt ~k.~se sneke!css ci~a~ttes and then I was at like a q~~ shop tke: I go to aid tt~ey t~bd one h a disllqy that M it cue in hlf and slpved the L~s:!e or it and then the box setting t~re ffr sale," Overall, res~o~ectj an :11CMJ:?l in:earnifg m,re aScut the healer product, Sore are cl~i:~s as ~ hcV the product tdstes, Ki~ile others uould like to laM sn ajcu: ~ hl:l~ process involved, "I would like to ~cu ~ol it's 18de, Liiae 1? biology, dissect everything, lay it cut open so I col!d see what's inside the cigarette," "I was Interestd bec~e of ~2t ~tbey said. f waoted td investigate, So I'm into detail and I want to fL?d wt everythi~ about it and I actually got one d t~,~e Re~.~~s and c: it tb find wt what was inside." Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPU1ER -2- ~erall Reactions to the Advertlsin~ ResFenJents Here shrm a n~ll·page newspaper ad and 8 n~lti·page full-color gatefold ed taken from Better Hones and Cerdens n~ngazine, ~ter they were given time to peruse the rds, many caaplained t~E there is too nmch text to reed, In fact, sons ela~ that under norcal circutstances, they would not read or pay attention to this muoh copy, "r: never believe fn put:~s a lot or copy in adsl Too n~ch, Put enough in so you lalow exactly ~t you are getting, ~I~s is tw ~d~,,,you just don't use that type of lylglage or telndnology when you are tryiry to i~,rket to the general public," RFter reL11!Fs the als, however, smokers are intrigued and anxious to try t4 product, "If it tastes goon, if it does everything that they say, I think it ~s possibi!!: ies," "~ounds ir.zresl~~.,~ guess curlousity, just to see what i: tastes like, See if it is different," ~st agree t~a: t~s product is a great idea, if it did turn out to be as good as it sounds, It would have benefits for both t~ stoker and the non-stoker, particularly for these whose zaokifs is restricted by luln in the workplace, etc, "I think it's a greet idea because people today art veri smoke eofJeious, even I am, Smoking In a house kind of p3llutes the air for a lory time, and we're not allowed to smoke in our office, I tt~nk it's a step forward," There are sore, however, ~lb are skeptical about the idea, They have difficulty believi~ Prmder will deliver all t~t it prcadses, "I've always been taught where there's smoke there's fire, ht they 're seyl~ that there's notbF7~ b~m!~,,,What is cleaner sanice? I don't believe there Is cleaner smoke,.~~ Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~PULER 9- CDpy Carmn~icbtim bq mny sjckcrs, certain prtlms or t?s cll ~ca t" nlse pucatima nt~er r~ aur rha. Ras~dab n ~fiB ccnRuad sht 8 pass Qe heats sc tahso dgt hr~ it ~ne a ~u are ~liar with the proccsa of ha~g tobacco rather than hurnir8 it Im ne*pa~a r~da or t8~a an bl~dm as~ lDost b mt ·Ln~ br the product p~, the IC,b 01 S~bki~ I clp~~ without ~~~II hm~ tb Db;a or ahl thd M elba$ sat~ out of it ~t I don't od,ra~d,,~mo ~P: Ee doing ~t mm~ so ~~ of nltc:~ Process kit I dm' t mdars~ how pU ~d ~t if inatcd of burnl~ it," 'I ca't fiyra Pt bt L~'C m~ here, ~ht they'rc ol:g ~t $d'~ go~ 8 hat ~s Gbcm instead Of hn$ it So it thsY jQt heat it I cMlt ~p,e at ~re It i; doesn't bJn, what does It do, nit! ~ ~'t Ilps mt ~c~ go$ a ~~a to it? a~~ are E:La g 0 ~d YI ~~I tar lal s~d k, a Pc ~ Iha a dcae lal ~I nb a ~ Ic*L b Irl ~ t",e abaerCa of a s;ated tar level Bplic ht it is ~; th'Y t~ the egg rCd gladly pu3llc!re a lov IavaI, IB1~ I: s~ld PY11 havc an pr:n$ea,,,I fo~t ~at e&anete it Is, ~ or a~t~ t~t b Ilk so o:~ tar so p~ nie3ttle, so peh this, so eh ~t,,,il pu leave agt4 mt Ilul$ how it goes Is ~bese ;eople ~ aath~b T their alcn, ?hcn t~re are ~~~ who asslne b ~ level ~~d 5e 1·, sinoo tb tohaooo is hia heltd nthcr t~ h~d, ClibPDF - v~~fastio.soni KAPULER .4- YwUI Feint out tht tk ad says little, if a~Ulthlrg, about the taste of Peter. St, louis mkcn, wh3 have bees exposed to na~e~ ~on'negstive news media covenge of e~ pr~et'J 1LPICh, are m3Pe likely to be skeptics! and express ooneem about its taste. "This ad doesn't tell ~ c3cugh [abcut taste], give n enough ~foation to red,.,L~al~ you've got to have something to 8 cn erd if the advertis!ls isn't tbroug~ enough ~or isn't elrplici: enough, th rr~Jral~ there's no Hay of really telling," A few po3le take ex:s3tion to the notion or a "c!eaner ~Jdke" as an i~cr~nf paradox, ~?y do not se a~UI assooiat!en bc~ww! snoki~ and cleen!i~ess~ "~~ is a ccn~~ictian i? tenrs, cleaner and soke, you can't ~e clean Snbke." "Shoic!nS really ia'f all tht elea really, I mean you car: i~~ a ~!1 off K'.~,~. SO~RS~l~.~j and se It's kind of yellow,,," Ebs: po:le, hcw~ce:, re5lt favorably to the idea dr a "cleaner" s?c;c!, vlth sarre intrr?r!tla l::ear.cm as referrl~g to tSe more controversial ESF'J of no;t!~g, end ot~rs ;trce!~ig it as referring to me odor and usa? of snoke in oars, hazes n~ w3rk3hces, "It is sr: errr~~~·ta!ly safe, that is, it doesn't have as set :c?je in it t~t ~e Goer," "I ge~s tL:'s ;c:at t~e~ mean by clewer sloke, It hangs arxn~:rs...I guess if you were wt in a restaurant it probably wouldn't be as objectiofaSie as s~i3ire t~,iat just ~Ssl" "It's a ~YOblti:GI,,I~ C8r, rb, house not sr~llirg like ciganttes, Not buildi?g up m t~? wlnlcws inside the car,..befer for your Idds if it's less makP~.~bec!re it's cleaner." Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -5- 2he description of the p~et leads a RaPber of nspsndcnts to questle~ ~eUEr or not PrerSer is a "real" cigarette, Sole describe R~mier as "srtlficial" or "lrechanical," leading than to Fuestlon the safety or health hazards associated with it, Some describe it as al~lg "toa ~-tcch," "lhis is not a cigarette ht 4 cigarette substitute," "TE feels as it I'r gkg t3 be snokir3 san~VliFg sgn~hetle or t~t It rag turn cut that its uorse t~k~ ?ust the norm! cigarette, It Jeans tao sclentifie." Visual Ca~a~!catlon @e k;iman depicted in the sg~!~ ad is lmiversa!ly wll·received, EverJthi~ ab~n~t her - perswallty, clothing, t~lrstylc, and facial expression - creates a positive iaage, She is perceived as rholescm3, conservative, ad sel"~onfldne, g~e successfully represents everj rvlen and obsdies several characteristics that respordentJ ~uld like to ascribe to thenselves, It sea~s to fi; into a broad spectno3 ct deno~aphle calcgOrieJ. Br age ccdd be a?ywhere ~mn M to 10, she say or mW mt be employed outside the home a~d she could be either ;rarried or single, "She kind of gives the in~n~slan ct Mrs, cleaver, Cwma Reed type,,,lI an Just a hcusewlre nlax~Fg here, anet~:,c~,n break, ~svlFg a ciga~~tte'," "~,.iod~s like t~~ tw!lss Klm~n PI t3dBy Or, bE~, ndddle dlws America." ~ addition, she is seen as Intelligent and poised and a success at whatever she chooses to do, S~e tyFi~iM the perscn respondents perceive wi~ be interested in this proQlct, "It apFean s~'a got a let on the Il1..,Ir'J Fartraging a aDdern, educate~·J, I thFk afrlw?nt tS~~ persor,," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER User In~~?rj Above all, the person nsFondents feel would be most likely to use this groduet ~ould be Ule Jlwker wh3 L concerned abcut We inoact or hl~/hcr ~ki~ on nan-smokers, "In restaurants, p~lic places, ban, people t~at ~noke in public t~9t la~PJ other people get a~aMtP? by it would be an likely to snake this than a nylar cigarette," "31ey would be mon considerate of other people,,,You can enjoy ~naki~ and yee feel like you'n not offending anybody." Respondents feel the ed is ac~JalSy geared con ~s~E~d the non-s~kcr rather than smokers th~selves, Fbst feel these people would tend to be females, since the perception is that they an mon concened than n~les about their cnviron~aent, as well as dfat others t~W( Of cc~m, "I think a lot of mrmen will be buying it because t~at's one of the things I re~nber nly sister and my man always comi~lalni~ about, was the amount of snoke that ~~s In the nxlP," "I think waen, 'cawe wanen in my experience arU~Y, care r;pn about what other people t~nk,,,ir they'n bot~.~crir~ the," "We [wa~n] track things quicker t~ i~n do, We are alweys looking for the clean t~ngs, men an rugged, they are Ren, ~hey don't can,,,a women is looking for the cleanliness." Ween are also described as man wlllirg to try new products, whereas men prefer to stick with JM~thi~ they )cloJ and with which they an satisfied, Alttwwkl the overall opinion is t~t the Fatcntial Rsler user could be any age, son people feel that person would m3st likely be younger, ~o~ger people are seen as mon open to discovering new pro~cts, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~APULER -I- 'I'd say 25 to 35 ballparJe becauJe theg're garP~ be a little m,n conacicus of thing like this, Iheg're gonra be a little la~n apt to ~a~e tt~n saPr~v Jno'J been ~makiFg for years and gears and has cne preferred brand," since ~aaking has kecm an Issue Tor people who MI~ In confined spaces such as offices, rargl feel the Premier user would be white collar, ~h?se people an also seen as Ferf~a~s ~n ehlcated and eoecerne? about the centrwenial aspects of snoking, ",,,caner oriented, i!5 to 35 or 40, ,,,in an b~fice a~noJplre or social life that would led them to not want to he swking in certain pieces," "~ore white collar, Just because white collar kwlJ stop 13lg enayh to res? ad se what t~ey are,,, Pw: IYu~s' and ywr 'iKnk~...~ tNnk they would because they would stop to read it,,," "I think a person who is a little bit mon ia~owkd~eable, meaning academie backghunf, had a little ar? schoolifg," pie PTMder uJer is also se~ as sc~dn who wants t0 ~!t and ~Uld use the PreJler prc~ct as a way to gradilal~ cut darn and Fu!t altoget~cr. "I see someone Wh1 IS trying to quit smok~s,,.I don't see it as an a~te~tive argna3r;, I Jee it as qau 8Fe going to ~wke this for a short tirm and '~en ycu an galry to stop altogether," "I thW! a gaod Fozicn af the sPnkers that are swking the Icw tar, li~t cigarettes would definitely be intenlted In it,,,Most people who an ~~f;uj I!dhes ar? still Iwk~g for navo: h;t rry are rri:ng to cut product ~ap~ry Wnlle nn~t RsFondNtl are anticus to try Preaier e*sr YIRn~ the ads, expectaelans an not ve~y high, For the mist part, smokers feel this product will be ~eh lighter t~dn the cbant:e they Nrrently swke and will have very little tobacco taste, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -a- "i thWe it w,uld be too Ilght,,,If it is that clean and it is lighter t~n aNewFort Is then iteould not ~ve apy taste to itat all:,,lt t~y t~ue taken out tt~t many of the by-products in cigarettes, then Mere does the taste dose franl" A low Feople t~We the light taste of Ranier ~uld be slnilar ~o the taste df C~r!'~n dr TNe, ~j~~SC brands are described as "ligbr and "airj," "Sone~ki~~ like a Car!too, which tastes like CBlt~bOBFdln Pr~or would be so li~t, Jan respondents feel, t~at shskerJ e~ay use the Fr~~ct as a ste) to he!3 then cut dorm or eventually quit sck~~ "To me, t~t would be a crutch, Sanethlrg to gradually get you to quit mki~ ca~~letely," A few are InaSle to venture a ~ess as to kt~at t~ prcduct might be like, al:~ough the ads give EleJ the ~ression t~f Pre~xier would tot have any Etc nor woCd usl~ it be ccm~rable to sloki~ a convcltior~ cigarette, Tne .cack itself is generally described as "cleann and scmeuha: "generic· IccX~~" ~!le to son the s~le packag~ is attractive, b oders it is no: F~reeive~ as appropriate packaging for this type df product, "l: Is a nice clean lock to It end it is not ciuttcnd up, it is very sl?lple and straight-foFard loo~i~.n "It's real conservative ard it's sterile ard if you kefe Jellig it, if this was a medical product you could sell it in t~t box, pry need to do sonething with the desi~~," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -4- Sons people expect a "fancicr," an drrratic pack design for an innovative product like Re~er. Iheg see this as a MI~I-the~ndll el~ntm pckage, "It looks li~ce a generic brand of eiganttes that you see on the shelf, Tnere'J nothing new, irnovative or a~thiFg like t~t about it t~t would even rake you think,,,It doesn't nally say what it does or is," the package doesn't go with the na~, Premier would be mon like a classier cigantte," While nargt notice the IPllque foil sverxrap packaging, few express a~y exciterrent or enthusia~a towards it, For the rmst pert, people feel its purpose is to keep the product fresher, It reminds scc~2 of various food products, "lt's a wax F~r on then as opposed to cellophane, ~aJ~e to keep the fnshness in, to keep than a little bit longer than nor~~l." It does, ~wevcF, seen to raise a question about the product to a few sloken; they wander what d~E be in the p~pduct that would neccss~td~ such packaging, ni definite~ don't like the ~ it's oovend,,,I feel like it's a food product or scr~t~ag, It just doesn't nmind mi or an Aarica? eigarette, it reminds a or chocolate,,,you feel like you pull t~k~s off and ~a~derneath here is a brola~ sa~thingl 1'11 tell you, you feel like a guinea p&,,,It's almost scarj," Ihe bodaet dtteche3 to the pack raises the cyehrowll of nargl res3prdents for a rarmber of nasons, Pa3St an intimidated by the bet that the 3n~ct requires a "set of inst~ctions," as this is sar~YFg ccepletelg new to then, Ihe booklet rrakes them feel as if "they have to have an crgineer~ degree to smoke these." "Grgltime you get scmt~~ that is going to tell you hcM to light it, hcM to snoke it, that is achanical, It is like getting a new ten nc3rder e7d you need instn]ctiolls on how to M)k it, that is ac"anlcal," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPUIER -lo- "It's got some f~eonvenience and restrictions on it, you can't use a car lighter or matches, there's a lot of don'ts ad cen'ts, It's almost like you'd ~ve to ~,e directions for a while," Secondly, after reeCirg the booklet, people bec#ne scn~t uneasy and wary of Raier. pie notion or having "IV1es" OF "do's and don'ts" rakes rcs~r$ents fearful aSmt actually using the product, "i tn~k we've at a little nuclear bomb here the way they've got this wr!tsn, do not smoke a bent or brokes ElgFette',,,l'n ~iFdcrt?6 ~i~t kind of che:ifa! reaction is going to be involved if it's a damaged cigarette,,," "Ze~.~:~ tb: rrcn the back It sounds like it is an ex~os:;e," Pnot5r concern is t~t accordirg to the booklet, a certain t~ of l~te: is rg~!:~d and car lighters cannot be used, fiesp3ndents see t~s as an inconvenience; t~et; ~let not always have a butane lighter on ~, "Crr !!~te:s do notwp~c, prat's ba~, ple:e's nothlri( w~~sa :~1~ tri~S to h~e thrc~ your purse 3nlle you're watchi~ k~re jo~'~ going dokn t~P road tryi% to find a catch or lighter,,~it's easier ~ ;ust use your car li,"lter, "k~e I want to sloke a cigarette, I want to sPoke a cigarette, i don't want to have to ~YC the right kird or li~ter to use, I don't ~s~: to ~ave to watch ~~n I light it,,," Several respondents seen to resent the instrJctiors and claim tiey would not even Q1~ of rea~ir~ then, To these people, s3dkiq is ~are ct ttr~ 51!y routine end directions about how to "light upn seem ridiculous, ":lobodjr is goirs to went to take the time to do all of this to ~ke a cigarette..,I don't ~Ye that IIPICh time to devote to a pack of c~~::ttes,n nI t~nk most people who ~mnke cigarettes are basically no; 801r6 ~ go t~h this process of reedirg everjt~l~ that is written ;kare end If eer B·e, they er: oot gcl~ to look far t~at special ii~:cr ud diJpjsl~ of it properly e·~ wafttlg around," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER ·li- In fact, relny In St, louis ~5~0 had tried the poQlet prwiolsly claim to have i~drcd the iFJtluctlan booklet ~hcn they tried it, Pre~Jet ~ial 'Ihose who ~d not seen or tried the ~a~oQct before the interview are s~priaed when given the actual product, ~ spite of looking at the advertising, they are mt prepared for the ~ay Pra~der looks and feels in their hands, ": thought it would just be packaged and presented in the sane mua~er, just the filter, the regJlar tobacco end and that's it,,,neM it appears to look different," "I: is difle:?n: t~an I t~uxlEfit.,.this really locks like some d~g FaP~phwali~~,,it doesn't look like a ciga~t'~," lllthoJgh rarUI Cye lrdsgivirgs after reviewing t~e ads, readirg the booklet on the peck and cxadning the product itself, almost everyone still expresses interest in t~~ the proQlct, Li~tifg the Pr~rler In~o~ct causes xme problers, despite the fact t~hat respondents have just read the fnstrue:ions, ~krOr we~ m~iu~ whether or not they ~ad actually lit the pro~et. Cer,er~~, the ~enthsl pr~ct fans better than the no~a~nt~ol, with ns~ar,denp describing the menthol as a pleasant minty taste, For r;x:st, the first drag is quite unpleasant, Not only is the taste disaF~ointifg, respondents also eaPplaln about how difficult it is to draw, "!t rmlndJ m al smk~rg mild up FaFer, ~ke ~Jlen you're a Idd, gou mil up a bag or 8bl~t~if8, YCPJ don't get 8 draw on it," ~I~e first draw Jou get nothlrg, you're aucki~ It to death tryig to get It goi~, ~I~en when you suck to death the second time it almost JPIOCJ~J your lungs cut," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER -12- Respondents' des:r~pt!olw of the pro~ctls taste after swe~al dregs is also 'P~faMrs~e, Som I:rC Vat Render ~s a, taste oWer Vu~n at U~ey eeFs a "hot taJte." I few people oanpsre the taste to the neet taste of tt~i~ li~e cenal, Pop Tarts or cherrl syn~p. "It doesn't reiz~ly b a ts~cco taste at all, it is con of a m~ody taste, It tastes like plastic, it really does," "rt's not ~ tPaac:o taste st all, adJ aotually SOUnds InPtry fi~UI tUt i:~ ~cenal."to m i~c~ Jam kird d drg eereal,,,like Clex...aetually tastes While son cn;pare F~er'J aran~ to the scent of pipe tobacco, others find it Jirdlar to a wide ~9nge Of odors, msst of which o m~:easult, Conpariscns re~ye ~n cheeolatetP hl~nt filters to li~t~ the corner of a newspaper, Its kind of ilk! semthibg is turn~, like you put a cigarette cut In an aJhtr~ ar,~ Ben's ce!lap~ laytng then, it's got t~gt Itird of a~on~~," "it's 11~ smt~:~ hnly, it rwlnds IP af baY ~UPF~~," ~pji~ JC" SXC?1 Elsars· Q.B IIPel.lWheR YOJ bet~!y· eer a Respondents do ndti:~ ~ar the snok· does in fact dissipate quickly, Brd react favorably to t,kdt aspect, ~he $wke is veri littlPI t~t is BI] advantage of it, 'Cause ast of the time, kt~en ya! ~wke pcu have a lot of Smolbe blowirg on other people, Ihis ~tyE~~~9 Ilt:le s3oke e~ yw dw'r havr t~ ~n~ny ~a~t it bkwi~ cn In terms or draw, meat describe it as different than uhae they are aecuJtcmtd to, Iheg find it ~Pa;Jual t~t they do not ecl the i~aticn or sPPoke, yet Wry experience irritation in their thro~ts, ~ addition, ~ cM not deeeldne a canfor'd~L grunt to inhale. Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 -13· KAPULER Ilies abjt like artificial ~aoking,~~whm you puff m a nlpllar elgsntte, ycu ea: Idnd of aB the awLnt of smoke ycu are ga$ ta ~ie ad with this yw ~Ruld have to learn heM," '1Eow r;R~b ypu an draKi~ you can judge by #Itehing it turn, Q this you ean'r jldg by tte kunl so you jwt have ta sort of ~ve like a meter, drswi~ Illoe that, because you are not feeling no heat, P an not Feeling a~ ~t~ess, but pt am getting your flavor then, R~ nsiondmta Il~t u3 their a~n cigarette a~Y~rtlg rallarl4 their trial of Premier, Ihelr ratiDrale for doing this Is one of two: either they find the product lnsatisfging or It left a bad taste in their mouths, IIhe process of he·ti~ tobaCco rather than hu~n8 it is surprising, and IPIFS tints d!sdnfortl~, towrly 4nokers. AntnSorolpea~lePuest~cn~~ to dete~0?. when the Froduc: ~ds been finished, a it does NJt bum do~ like a conventional cigarette, InoChe: concen seep to be t"at the barnl generates ~eat when the pFc~et is Sos complrll t~et it is hot oil their fingertip or ti~t it nag not be safe to leave sitting In an aJ5tray, Ilml tody of the cigarette is veri warm, there is an extwnely and inste'ltlY noticeable m~easat, war;a sensation In the fingertips." Wnile s~ are pleased that Rwle: has no ashes and then is no nrss involve"., others thlr3t It would be just a dangerws, if mt more, than conventional cigsret:es, Ihe!r concern again stem frcm the inability to detenr~ne whether or nod the product is still lit without actually taking a drag. "I asstme then are no luhes, 'I~t is Mlque tcc,,J a always dropping the ashes ail over the place," nybu Imol not to lag It daJn, like you lay son down and ~Rllk off srd leave the and they miSe fall over, rut this won't go and It could cstcb sm:~lng on fire," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER '''' Resy3rdents find it puzzling and ~rmsual t~t Rwier does not burn down, but wcn~ualll Jwt pes cui. Ihey have a ~a~ t~E dete~mining ~d;n th prcducl is finished or how En~eh of the product is left, "I don't I~now if tNs is goi~ cut or not, I t~i~e it's out, ~Pat'J hard to tell, :Q:e would tr like a li;tle red strip or sszt;L~ that tuns a dirferer,: color k~n it's wt," Ihey also caarrnt t,LLt it is odd to ~ve the entire product lying In the ashtray i~tead of ashes, Lastly, there are a few who express concern about envlro~rmental or ccolo~ical issues due to the F~herclt proble~ involved in disposal of a product of t~s nat~rrc~ Since the product is not biadegradeable, some are not sure of how to discard it, "Can you imagine these F~s layirg all over the streets and floors, sidewallts, ~tever? ICon't la~ow if these are biodeS:ada5le, fdoubt It..~~~olog~,se I'd say they were terrible." &sides the ncgstitte reactions already discussed, Premier is viewed ntgt!ve!y because it elinirates ~ny aspects of the slaki~ experience that people take for granted and enjoy, pie flic)c~ of ashes and watc~y the smoke, for example, an aspects s~kers c!a~m cake their experience mon pleasurable, Bcsuse the product does not bun down, smokers are unable to do things they nor~Fally do while ~oking, such as monitoring the'passage of ~f~e or getting special cnjo~cnt frem the last drag of the cigarette, nA little bit of the fi~ is taken Wit of it, It is like a nervous t~U~gl I think part or the oral Je~ation of slnoldrg Is having this thing, you play with it, I ash it and then I roll it around in the ash," "I'm not goi~ to laMw how much m~re is left and I feel it's important for me to ~PICW t~t.,,it'S just iDlportsnt to me to ia~aw how laany drags I've got lert.,,~~w much ti~p~ is left," Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 me aarl tplla klp~R~tl hPjCt IBbj310 Pnmartu I ~pt~aer 23, 1988 rrrrxm wmorra~ sn~: Pa: Irelxcr: -1 21-?0 ~arolcl Pac: Id,R~, '2 31-]5 ·Z O~cyo h#nrh: -3 36io waR n (~brl~P1, P.!I):_l,ll,~.n, II ~MI L~~OMnth31, 3bSI):_IXRs. d#llI C (I~ntt~l, U~l): la,A.I, IPGiS: nxn,n, ·1 Ih!e ·1 A~llte ·2 Rcrl, ·Z 100'1 loa aR~: I ·1 Iltbl m: i ~' ItnibEhcl i'Z Hr~ntholi I ·1 ~11 .2 IIDt ·3 Oltrsll~t I ~IWIW CPSSWPI ~B~TI~ AW~TI(H ~HE 1~: (D13S) (5Ye1) ~nm~s NIYP,: b!4, l'o Yc~g~, ~ark~t~ neuth Iln loe~~d ln 5. le~, T~IY r( Uc~i~5e~i~?~'~-~p(n~t eop proboeta you sy wt ud re ro~d nalll Uke a i, hat, plsuc au e the Igu pi ~U d the gcople U~i~ 10 Iap lnaIld I ut ~3~ " 11' bC~Eb dUI Vc PIQ~ yd 10~6 aDn to UX YMi~~. (raes~ b tk ~1P) ear old e el! or I r~Jd Imrmo aa;u) ~hicl d the W~rg pmducts do p, plrnll, w B I ng~kr bull (RF6D UG, ~110110 Ba~u) m p ~ loh drWo m I It~ ~~1 (IR~ P ~: L VYt regular or actl) fb la dr~ bnr en a ng~lu ~L1 33 156: 16 It ~Ltu or the l~t, ~rrd Plorl~ bell) th ~GI IIDkC Eipnr~ e e ne~lu belIt (AICt~, P 351: B tht unully mCnl or rm~t~pl ct~ntt~f) clsmtc~ S3h Won Igr i OrrGr D~b kn, h. I n t I ·1 R 0 I 1 R D I 1 Wn t, n I Z R P 1 R D 2 n n 3' I Y I I R D 1 3 R D 1 3 In I II II R D I I R D I I Wn 1. 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B~VSOI~ e~ ----- id, [Lredbr r)r dli~elrnn knnr, (I~LIT OrPH E~VS~ WPM) ord WSWUPYE e~wscw:a\mK) brord, Ibv doco a~3~ OWI BmVI~F DR~Q~) o~put to (~usrPurr~ smls0~ rnca) 5ron3' (WW~ VEFBYTOI~ W KII ~01 1~BE CtaY: ht Laf) B~SC~I~ ERMK (pln ~n ~arElu~E Itwnop lo 36, 3~ ~M~sl c,~ (c~o~ ~), P ~wMmr ~SI1T ~WYICE 3 reYXPnaD PI W WS t PF p~ L OIM ~Mb, ~U~P;~WI mMUIE) 5, Yut y f~ lut grk d or)Pol p ~pLU1 -1 pn~iS~ ,1,, (Prwxnrr) -z J~g ~B~ School -r hCollyce eatlr, an~ut~ d ~r Ordure ·I ~hr(S~F~I~I) 0· Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER L, In pi PP~L 19l~pld oltoide tbo hntl ·f ~b ·2 1~ ,,,,) ~ma~ a~aAlsr~H) ePlomt L~P(WZPCIOIWI~.Dey~y~P(IP~~l~llyyn~c~. PYI~, 9[1~ 1D RE. 22 cmrm laars, nsn o,r) t~ 19 ug cfhr 101~~ In ~au bwe~d ~pl~l~dl -1 Wo ,,,,) I~m o p,a, ·z Tn,,.,, nmxPI, oeo~ac~, Tn~E I, L cl~lVlufl~n plrpar~, llpl1d Iw P~ tell n V rolr ~n~~ald'l tPf~ MW1 inoo: L gPWtCr Or lW thn 123,0001 (L Pit ~r~tr or Lu thn 130,0901 TP thf PIUr Or ler fhn 111,0001) " O~tcr ttun 130,000 "I OlgKT VY~ 12!,MIG I11,) 5 E~et4130,WO a tns fhn 130,000 ·Z TualytZ],Oo0 ·T OrcOr thn 115,000 ·3 huthnl2],w mA) ? Re~ -8 ~ctllllZ,OW ·9 ka t~w L11,00d 9, To 19 nn rr On t~lkiq to e bnod ~x of people, plcur tllna, on -1 BLdl ·2 YJt, .3 Lde ~ klln -5 or ~ Other MC IDR) ·A M 'O, h the nut ynr hve p p~f~Sdpb0 h uW ukrt nnyoh IDd]r t)ot ~c~iral plr cpl~m m I epsYie f~ie ~d top~ m ttun Ij ~rut41 of J~r tlcl ·1 WP I,.,) (S~ p) 9.12) Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 UPULER + 1L L ~ ~ ~t murfi I~ L* P dc~pll~d ~ d~ L ~t ~r 0mr~ ~) (1 ~X1~81~ I I~D II ~ ~ I I LnCIWN Llci~rm MIP~PI v12W ~ ~ P, TEIWUII~) ~lm~nr: WEE~fiIe~l · ~ ~ ~t R1( Ilt d~ 0 . A*llr ~~* ~a (Sls ~ 1~ ~~ *d~ntsr - ~ pridn L d · ~~b ~ a~ o ~b . b Cddn ~ 1 · ~~ ~ noxded Ir ~ 12 b* E nr ~!~d ~ ~ ~lt~ nwuleh I~ p,,~ ~) (k a a ~~ qi a L ~ C) ,b) ·1 Lcr .t ·2 W~ .1 .Z d Cllu~rt~l ·1 .Z k (pMNIP) 1L ~ n Wt4 na ~, a pa ~ ~dp h I f~te~ a Ilr~lm ~ ~d ~ ~t , ~ 1MI a ·a ~L ~ IS ~ ~ 1~ ~ p I ~ I Ir p ~, ~ p k ~ro ~ p~c~l~ul ·) R ,,3 (amUO) ·Z BI ~~l*LY1·l~~r~·t SE~LPE ~IKIWIC~ IJ, hn, b d· ~I drulr #s ~ ~tcnl· ~ Id~e~cd ~ ~ r · ~ I~ o L, ~ a ~ F L C Won ~~ndnl ~ ~ ~ ~ol~pmr Ibmr, ~ ir ~ norurt Iw p O ~ · Wn ~, plr ~ I ~ ~F ~ · Y $~ o ~f p ~I ~) I ~b #: m: IPIky: mi P: DrmMBrm: ClibPDF - v~~fastio.soni KAPU1ER a 18B·30ro ar 1988·12ac October 25, 1988 ~Am[m( - I~daeuaaien hdde I WARM·UP d PFOC~F?S (~I~, mirrarlcamera, interviewerlrcJpondent role) o fntroduc:i3n~eckground SMOWX; I~I~IW o What bre:~ do you woke most often? Fow did you get started with t~J? c k~t bnr.d(s) did you woke prior to your (MC9)? W~t got you to switch? o What brer,ds do you smoke in addition to the one you woke most often? W~UI smoke tk,e~l o Ever thftk or switching brands? - ~t right cause you to consider C~I~IF9 brandsl c Any brands that you've tried ncentlyl What got you to smoke thg? · $ brands you've want~d to trj but ~avcn't? Why? · ~ny brands you would never want to trjl Whyl o What 8dslprarslt~ow have ycp~ seen for cigaretteJ latelyl KN~MLM;E ~ P~~ o F9ve you ever heard of Pranierl (IF NO, GO TO NMT SECTION) o khat car,lou tell me about itl How did you first ecme to hear about Pra~ler? (PROEE: AD~G~ilTIS~NG/NEkS PRTICL~S - What did they toll you about itl) o Eased an what you've heard or nad, what would/did you expect Prefer to be 1Lkel (T~RITASTE/DR9W/SATI~AC~ION/F~SE [F KANDIPX;) o W~t type of person would you expect to be the typical Prarder userl Whyl (mCeE tlP~I~ZF/P~SON~I~TY/I~~) o Have you ever tried Dreeberl What is it Ilkel (PROBE YS, MO~IOMFI BRP~DS) o I~w bid it oocpare to Jnat you expectedl o How nery have you triedl What bid you like/dislike about th~? PRPIW AI~ISING o Please take a look and give me your first ~ns~ion, o B:ct ~2~ jciq thrsu~ your dr;: at ya k·en read!rE t~sl (~9E clrscEs/I:~Jls) o ~t de you Jee as the central point or idea that this is gct:l?g across? Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER Areas or Interest o Copy · Uhaeis this sayi~l HMldoyoueelbb~tlM · What does this mean to you as a smokerl (PROBE BFfi~ABIUTY) · What does "cleaner awke" meanl o BrendI~ngery What would you expect Pre~der to be like based ca~ wt~t you've nradl (PRC~B ADV'~N~GESID~sAoVIW~cE~ lr0 PtIS T~OE IP ~RCOUCTJ I b would Preaer cc~are to Your brand/other brandsl (PIZleE TPS1ITASI~ rm4w/sAT~~Acrro~/casT) I I~6CS t~g affect vMlr innn~.9lmp ~r ck. IY+.,CI )~~L~IC ~1IIYUI O UbCr~age~ '~~~ -''-"~~Y " ""'LULIC~' 'r~RR~E ~H~UW(iBJ Based on nfiat you've~j~F~,,~~here,vhaautd~oul~~'t yw e~acet to use Re~derl (F~1CEErr~u~jALl~mrP~PIZZEIP~Y~CSL4PHICS) 1 W~U~ would tbeg be interesled/unl~kreJted in this preCuetl o Packagi~ - Tell me about the package, · Yiw do you feel ab3ut the packl (~ROBE IL~IDISII~S) · How comp~ to other pcksl o Nare * Iio~J do pt feel about the ~Pel - irhat does it orsn? b does it go viV1 Ule proQetl o Pit · D~Jer~l, ~b does eve~thl~ go togethe~ · iicn would ygy Sp everJrthlng upl - Angt~Fg tt~at doesn't flt/see~El wt of place? - ~d yru describe 3remier ta someone who ~d never hc~ about A crosn u~cK8~ - IETls 241X MO~Efg:f ~ ~Q AEYX~ ~ PACI~E, I g C~E FIAT yW d b do you feel about the pack n~M the: you've ~d a chance to e~x~nt it m3n closelgl d tiOw does it CC~kct to dlbt Y0U expectedl (PRDBt VS. Oa~ ~WDS) O CoeJ it r~aFge your in~nssiars - ·· awuc cne pro~et? (PRO~E L~S/DIS- L~CtWPjES M P~EC~XK;T P14C~W) ht tYf~ of ~prscn would you expect to see oanyirg ~rJ~md II pack like thisl (PROB~ CK4E~ES IW 09P, ~EW;EII~) o What do you eqeet~DS~ I e~Feet the )~duct i~Jide to be Ilke? (CCWL T3 M38/OP~1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 KAPULER P~K)CUB IRIAI (I HAVE SCMFI2IJNG M9T I'D f~a(E YOU TO plP,) o Now that you've seen it n~n closely, what an you cxpccti~ It to be likel - Is If possible to do what it elain~l Vhy/wfUI notl o How is it? (PROBE 151[ES/DISLMElj) o Now that you tried It, does it Jla~e your i~aressics~ as to who would use this proQctl (PROBE ANY CKWCES IN USal PnACSRY) o How does it e#npare to Imat you expected? (PROBE ~LR~TASIWML4WISTP~NCM/ sATIs~Acrsa~atlrlN RslE~w~Anarr) o Is this similar to a~tt~it~ you've trledl (PRI~E BRCNOS~IC~ SMLdS~DIFF~mtr) o Sllnndng this up, how would ycu describe this product to ac~Peane wt~ ~d never seenjtrled itl (~AOBE fS~SIDISLIKESIYA~UE FOA ME MONFI) Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 L_ iii[lli LIIORIIOJRIIIII? hU1 ii SPECIAL REPO T 11 Y~yyy .~a~u' ~tl~l950s~$erewchoio~~; Ptsel·a~.8yt~~l9ios~~I~ibiur pP~8xedcursnc~p~si~tN3~~Ra~ h~l~RBi i aewsrsnc~ceirfUllandsadsf~jiri~ ~i~,trt~iPhawydi~wam~o~ ~jti?n. ~iLZ;~;;t'" ~t~t! fiT~ Sf~"~' )·~u ~' l~a ula,..,"~~, p C~dl~t~ i~theao;tobao33-insre~dbf Lxrmi~gh : Ilsabrealahr~$h~mts~;s~in· ~allyre~cesl~n~jaft~ea~, iu ~ows~aloxnposdsffxl~~inth3 sr~ke6Pkn~s~~i~Qe~er~aet~ ~enm~nirrbdec~cx~mra~a~e~bdit~atale~el :: 'ro grea~s t~w in th: b~dsellirlg ligf~ I. It~snc~~t~aclews ta$deffa~anqclearpr n,,, 1,_! ~eel~wi~d~tdi~a~ mr;4unlPT lr a~mti~j~h~$ I I(~I I IILIW ~r~t~8t~asRemieTa 'L ~VIIU id%n~c~~ethn~)cu~erwr it~dbe~e ; I 1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 C 4 O O h) 0\ U C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 m been called the mc6t s~g~ca~t aiTuance in a~jreue histor~We mil it PremiQ Because lis the beginniig i· ofaFdnalenew' 'eraoismoiri~ e~loyment- ~i~""s- cl~anerergo)ment pp~WliER~ P~IEMIER Ihanioumai ~eecertho~t pos4tie PREMIER RE~'OL~TIONIZES S~OI~NG, In[redib~leasitsour$s~~EewPremie~jsthe~mc~~a~ne you abua~ smoke by he~ng tobaccq notbumingl ap rrq hanne n p dpaene by m: me~od SURGEON GENERAL'S WARNING: Smoking Causes lung Cancer, Heart Disease, Emphysena, And May Compiicare Pregnancy. ~U~aPI~OUL~P Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 B1 breakrhwjgh ~ c~ ~ ~ composition dd~eue~-subsiant~uyredxi~;~d~~ traersial mmpounds ~ i ~ ~ dtotgcco~buming a~jreto~s~~ ~ ~ include ~ monodde L ~ t I M D a ~ h ~ bestselling '~ ~~~ibrealc~ro~46aP~one~~. CLEANER ~IOKE, CLEA~WI PLEASL~RE ~p~k~Premierlapb~smoother ~ ~ p~ ~ e~pen'enced ~ ~ ~ q ~ntl~~~sat~er,pdisspates~ hmomenip~~licleanerq1 cleaner aro~ i cleaner M k~l~~oblc~~~p ~ae~xle~~ Q WEEK WILI CONVINQE You ~i ~ ~ ~ ~ a be ~~ t o yourseit #Premier~i~~diffiat~~apieas~ed cleaner smoldng~ #~~ in Emjda. C V. .L ; ··, ·. c· klMUi~ r u h '' T "'' Q 8 O U ClibPDF - v~~fastlo.som ^ SURGEON GENERAL'S WAANING: Smoking Causes Long Cancer, Heart Oisease, Emphysema, And May Complicate Pregnancy. eR~B~I~ C~ IhQra4rra f ~ gOrrr~g 5 PREMIEF~ Djsc~:rthecl~·Qlersmo~~ ?Ja;Premier Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 A SPECIA1REPORT TO SMOKERS Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111