I
    5 5 5
    PRELIMINARY 1992 MEDIA PLAN
    0
    Ln
    Co
    ~10
    BATCo document for Legal Services : Health Canada 21 October 1999

    




    ADVERTISING OBJECTIVES
    0
    OVERALL OBJECTIVE
    To reach Asian-Americans, primarily Chinese, with an
    awareness of the heritage of 555 from their immigrating
    countries.
    The target audience will be defined as current smokers of 555
    who also smoke American cigarettes and current smokers of
    blended cigarettes who have smoked 555 in their homeland.
    The objective will be to get the first group to make 555 their
    most often brand and to get the second group to once again
    consider 555 as their brand of choice in the U.S.
    0
    ROLE OF ADVERTISING
    (..n
    C)
    To reinforce the premium, well established and quality image of L?4
    555 that is inherent in the Brand from the smokers country of co
    LIn
    origin. In addition, to generate awareness of the availability of
    555 in the U.S. in the mind of the target audience.
    u-,
    BATCo document for Legal Services : Health Canada 21 October 1999

    




    MEDIA OBJECTIVES
    TARGET AUDIENCE: Chinese-American smokers; primarily
    men 21 + years old.
    ADVERTISING PERIOD: Full year 1992
    GEOGRAPHY:  Full year of activity in San Francisco,
    Selected time periods in New York
    and Los Angeles.
    0
    Ln
    CD
    L'4
    Co
    Ln
    N.)
    %.0
    I
    BATCo document for Legal Services : Health Canada 21 October 1999

    




    MEDIA STRATEGIES
    0 1
    A Utilize out-of-home exclusively. OOH provides a powerful,
    visual medium with very strong targeting opportunities.
    B. Separate the year inm two distinct advertising phases:
    Phase I (Laurch)
    Utilize multiple OOH forms to provide an impactful
    introductory rnessage.
    6 Phase Il (Sustainina)
    Provide continuity through reduced weights and
    flighting. This will maintain momentum of launch
    and minimize loss of Brand awareness within the Ln
    available budoet. C)
    U4
    co
    Ln
    111.)
    I'D
    Ln
    BATCo document for Legal Services : Health Canada 21 October 1999

    




    MEDIA TACTICS
    Through the use of micro marketing we have analyzed each
    markets' Chinese American population. This allows us to
    maximize impact by strategically placing media within areas that
    possess a high concentration of Chin ese-Americans.
    SAN FRANCISCQ
    Launch: - #100 showing will be placed
    throughout the top nine Chinese
    zip codes. These represent
    approximately 55% of the
    Chinese population.
    An additional # 100 showing will be
    placed in the top four zip codes which
    represent 30% of the population.
    Sustainina: - The sustaining period will consist of
    reduced presence in all OOH forms.
    However, the remaining units will be
    concentrated within key population LM
    areas. C:)
    U-4
    CC)
    NEW YORK/LOS ANGELES
    U1
    Develop a presence in the targeted Chinese areas during the co
    New Year Celebration (Jan/Feb).
    BATCo document for Legal Services : Health Canada 21 October 1999

    




       0
       0
       C1 655
       0 STATE EXPRESS
       0 1992 Advert
       C 15ing Effort
       CD 1992 January FeDruary March April may June July Alioust SeptUher (IC(oher Novelitier Dece0er
       L0nE!T3LV-?7!j=3172]j2 ~GL62331 -nll~2-7 =4LII-BEn OT a fl
       TE 9 . T3[?p -LIK10 -ITI 0
       9 27 J0r!-jji4 lf~r!iFj-
       L .1 ~15 9 ~[i'[U 1=6 23 =i4 21 C SIS
       San Francisco --- Launch --- >( ---------------- ----------- Sustaining -------------------------------------
       Posters
       CA I : ~ : : : . : : : ~ . . I . : . .
       New York
       Posters and
       <-- New Years
       CD Kiosks . I . ; : . I . . I . ; . ; : : ;
       Los Angeles
       CD . I ; . . . : : . . : ; . : ,
       Posters and  <-- New Years
       Bus Shelters
       40.000
       TOTAL. . .
       28D, ODO
       q i .q .
       0
       Cr
       CD
       40 MO-1190 mal.pa... I..,
       (D