~A E N f q Report ki"c \r' ADVEASING PROFILING Determining the basic dimensions in perceiving cigarette advertising ProjCCL 92.503.981 171141114Z ~IFPOAT SH(A iy Prz Januaryl993 1! SW jiltuN. OR Copi. TQ, E MSMA! -.1 QE I A survey commissioned by BAT Nederland BV, Amsterdam, the Netherlands MARY!:: Our covers are nuzisufactured it& polypropylene, a fibre that can be decomposedfor bulanct 67 ultraviolet rays and Ow can be incintrared without any danger oftoxw being released or the groundwater being affected, The foils do not contain any damizging chemicalssuch ar lead, cadmium PVC, PCIP or any ather chlorine compounds. In case of complete incineration. she remainder will be C0j and water~ IS COPYRIGHTMARKETFESPONSE AAMRSFOORT BV No part of this report may be reproduced in any firm. by print, pAaI= microfalm or any other means wikhout wittex permission of I Market tspoweArwrifoortOV.Aamrsfoan.AeNet&rkmu&. lot case of publication of this report. or parts of it. Lice permirsion MarkdR4WAsir A~jfoorf 8 V. as well as the comminioner me= U thir report. is necessary. The content? of his ars axc"vel~ Wended for notiricatiox by ' ;Z employees and r.=l di.. of he rightfi.1 Wnting 'wa ii(MariketReipoAw Amersfoart 8V. 's CD UP1.11-STRAKril.p.o.twx 1112.18(X)IICAMI~R_Sl-*OOR'r,l'ifl--Rl---Ilif--lti-ARi)S,'I fC1 Zi BATCo document for Legal Services : Health Canada 22 October 1999 PREFACE in the summer of 1992, BAT Nederland BV, BAT Nederland is provided with three copies of Amsterdam, the Netherlands, commissioned this report. MarketResponse Amcrsfoort BV. to conduct a survey with respect to the new advertising cam- Amersfoort. January 21, 1993 paign of Lucky Strike. called "Nothing Else". In Mark-etResponse Amcrsfoon BV this quantitative study, several batteries will be used to describe the effectiveness of the cam- paign in terms of the content evaluation of the messages and the images created by this cam- paign. In order to measure these effects, a new set of verbatims had to be developed. This target should be achieved by means of two research phases: the first step, generating verbatims. con- (managing director) sistcd of qualitative group sessions (project 92.003.773) and the second step, the selection of the most powerful words representing the basic dimensions of cigarette advertising evaluation, of' single interviews (project 92,503.981). The re- sults of both of these phases are described in this report. A.W. Lam e The structure of this report is the following: (account mana cr) - Preface - Management summary Background and research objectives Test design Results qualitative pre-phase Results quantitative follow-up Technical justification Appendices The appendices contain an overview of the results in tables, the questionnaire and checklist and a list of the advertisements used in this survey. 0 (il CD C) E MarkeilZesfx)ti.se ~10 BATCo document for Legal Services : Health Canada 22 October 1999 MANAGEMENT SUMMARY Note . . I I I . . I . . I ................. I ...................... I ........................................................... I BACKGROUND AND OBJECTIVES RESEARCH METHOD At the beginning of 1992, BAT Nederland BV First, a qualitative pre-phase was conducted to started a totally new advertising campaign for generate an exhaustive number of verbadms, used Lucky Strike, named "Nothing Else". This cam- to evaluate cigarette advertising. By means of 3 paign is expected to be totally different from ci- creative group sessions (3 * n=9), in which role- garette advertising developed thus far. The inter- playing formed an essential part, a large list of action of the visual (pack shot) and copy text vcrbatims was generated. should generate a "synergetic effect" through These vcrbatims were used as input in the second time, leading to a unique position within the study, a quantitadve follow-up. Respondents were multi-dimcnsional space of advertising positio- confronted with a set of 36 advertisements of 20 ning. To be able to describe this advertising space brands. The ads were representative of cigarette in general and the position of Lucky Strike in advertising of the last years, including a number particular, a two-step, semi-quandrative research of LS ads. By means of a free grouping proce- project was formulated. durc, the ads were brought together into clusters of more or less identical advertisements, accor- The objective of the study can be summarized as ding to the respondents personal view. lbee clus- follows: ters of ads were then described by means of the - detection and description of the main di- set of verbatims generated in the qualitative mensions used in cigarette advertising eva- phase. This procedure was repeated with a set of luation 22 Lucky Strike "Nothing Else" ads. - providing a set of verbatims covering the In total. the sample consisted of 40 cigarettes space st , retched by these dimensions. usable smokers, selected according to GCS regulations, In quantitative rese=h aged 18 u1i 34 years. equally devided by gender giving indications on the present position and brand smoking. of Lucky Strike's "Nothing Else" campaign within this space, relative to competitive campaigns. E MarketResponse NO r-0 BATCo document for Legal Services : Health Canada 22 October 1999 RESULTS AND CONCLUSIONS The results show that the initial set of over 150 verbatims could be reduced to 49 adjectives, co- vering 5 dimensions (variance explained = 93%). Within this space, all cigarette advenisernenLs cut be allocated. These dimensions can be described as follows: dim. 1: life style imagery versus pack shot imagery dim. 2: masculine versus feminine dim. 3: stylish Venus frumpish dim. 4: concrete versus abstract dim. 5: romantic versus artificial Within the set of Lucky Strike "Nothing Else" ads, one strong and one weak additional dimension was found: LS dim. 1: creative versus 'traditional" LS dim. 2: humorous versus elusive/ mysterious The position of the Lucky Strike "Nothing Else" ads within this space. could in short be described as. pack shot imagery, very little masculine, sty- lish nor frurnpish, concrete, not romantic but also not artificial. Within the Nothing Else campaign, a division into two segments can be detected: more or less tradi- tional pack-shot ads versus creative. 'refreshing' ads. The latter segment mainly consists of ads dc. veloped for the most recent stage of the cam- paign. MANAGEMENT SUMMARY C:) NID (.1-J BATCo document for Legal Services : Health Canada 22 October 1999 1. BACKGROUND AND RESEARCH OBJECTIVES About two years ago, a revolutionary new Lucky The objectives of the research can be formulated Strike campaign was developed in Germany, cal- as follows: led 'Sonst Nichts". A plain pack-shot accompa- nied by a slightly intellectual and humorous construction of a research instrument heading form the main components of the mes- (verbatim list). apt to measure the specific cf- sages. 71" basic concept leaves ample room for a fects of the LS campaign in relation to the wide scope of messages and creative develop- competitive campaigns; ments in terms of changes in copy and art, construction of a research instrument without harming the communication concept. At (verbatim list), apt to measure- the communi- this moment, three phases in the development of the campaign are used in communication: cation effectiveness of individual ads and their contribution to the effects of the cam- 1~ the introduction of the 20 box (early '92) paign as a whole; 2. creative series (mid '92) detection of flie basic dimensions in the eva- 3. more creative series (late '92). luation of present cigarette advcnising. Using this campaign. two communication targets Tliese objectives are made operational in two sur- should be achieved: veys: a creative, qualitative pre-phase, and a quantitative follow-up. - the creation of an "synergedc effect" over Objective of the qualitative study is: time, leading to a unique and enforced posi- tion of Lucky Strike within the theoretical - generating a set of verbatims used in the multi-dimensional space of advertising eva- luation: evaluation of cigarette advertisements in ge- - the increase of awareness and impact of the neral and Lucky Strike "Not.1-ing Else" ads in ads. accompanied by an increasing brand particular. awareness. Objectives of the quantitadve part arc: To be able to evaluate the effects of the cam- - detection and description of the main di- paign. adequate instruments should be used. As mensions in cigarette advertising evaluation. far as the perceptional possibilities of aclvcnisc- mcnts are concerned, standard instruments are - providing a set of verbatims covering the available (TRIAD design. recall and =ogpition). space created by these dimensions, usable in In order to measure the impact and evaluation of quantitative research; the Nothing Else campaign, however, the research - giving indications on the present position of instrument used so far, the CcRTS 53 battery, was campaigns of different brands of cigarettes not thought to be adequate, -as a result of the ex- in general and the LS "Nothing Else" cam- pectcd uniqueness of the campaign. Before paign in particular. quantitative effects of the campaign can be measured, a new evaluative battery had to be de- veloped. This battery should cover the main di- mensions in cigarette advertising, including LS "Nothing Else". The present report describes the methodology and results of the study leading to this new advertising evaluation battery. Ut CD C:> MarketResponse C-14 I BATCo document for Legal Services : Health Canada 22 October 1999 2. TESTDESMN Bearing in mind the objectives of the survey. and Third, the Lucky Strike campaign is evaluated, taking into account the expected unique charac- again in a two-step procedure: the clustering of ter of the campaign, a two-step approach was the LS ads and [lie allocation of the items to die chosen. clusters. First, three group sessions were conducted. Because of the large set of advertisements and Because of the need to end up with an exhaustive items, a relatively small sample of n=40 can b-- list of verbafims covering all possible evaluative used. By means of statistical analysis on the "dis- dimensions, the creative words generating process tances" between all the assessed ads, a multi-di- was stimulated by role playing. These roles were mensional space can be deduced. The dimensions based on the theory of Transactional Analysis, can be interpreted by means of the items having a which distinguishes three different levels to which high correlation with one or more dimensions. communication should refer, viz. the child, the These items With a strong discriminative power adult and the parent. In each session, two sets of will be selected for the final battery. advertisements were used: first, a set of "random" ads, covering different brands, different themes In summary. the following 5 phases are passed and different executions. This Set was supposed through: to give a more or less complete overview of ciga- rette advertising during the past years. The se- 1. QUALITA-FIVE RESEARCH: cond set consisted of 22 Lucky Strike "Nothing Else" ads. A listing of the ads is enclosed in the 1. Gathering of 'raw' material by means of Appendices. All comments generated when tal- group discussions on the evaluation of ciga- king about these ads were listed, thus resulting in retic advertisements. two (interlinked) sets of verbatims. 2. Creation of a concept verbatim list concer- ning advertising evaluation. Both sets are integrated and cleaned according to the following criteria: ambiguity 11. QUANTITAnVE RESEARCH: specific group- or trend words 3. Clustering of a large set of random cigarette operational in quantitative research. advertisements and allocation of verbatims to This "concept" verbatim list is Studied in the se- the groups. cond research phase. which is designed in order 4. Clustering of the 22 Lucky Strike "Nothing to reduce the number of items without losing the Else" ads and allocation of verbatims to these discriminative power of the battery with respect to groups. the basic dimensions in evaluating cigarette ad- 5. Statistical analyses an the results in order to vertising. First, the evaluative dimensions are do- assess the cigarette advertising evaluation di- tccled by grouping a large set of cigarette adver- mensions and selection of items to be used in tisements; for this, an extended set as used in the the verbatim battery. qualitative prephase was used. The respondents clustered more or less identical ads, according to their own criteria. The number of clusters, and, consequently, the number of ads per cluster, arc free. Second, the vierbatims are allocated to the different clusters one by one in terms of fit or does riot fit. CD CD NfarkeiRcsponse C-q Un BATCo document for Legal Services : Health Canada 22 October 1999 3. RESULTS QUALITATIVE RESEARCH The analyses of the results of the qualitative Tile second stage deals with the overall image of group sessions have been conducted in three pha- the ad. the description of die message as such and ses: the instruments used to communicate this. Although there are likes and/or dislikes in these 1. Collection of all words used to describe descriptions, most of the words named here relatc both sets of ads (the 'random" set and the to "objective". rational aspects. LS ads separately). 2. Structuring of words according to different The third stage is die emotional result of both phases of information pr9cessing of the re- previous steps, the affections that occur in the ccivcr and a clustering of words on coment perceiver of tire ads. Although the differClit:CS dimensions. with the image aspects are not very distinct, this 3. Filtering out ambiguous and irrelevant dc- stage is charaCteriztid by (tic intensity of the scripLions and synonyms. emotions (tension) and the absence of a dircci link between cxccutional aspects and die evalua- The results show that the quality of the generated don of the ad as such. verbatims differs from the CeRTS item battery: the latter battery covers a wide scope of adver- When [his model is applied to the results of the tising descriptors, without indicating the mcanirig quali(aLive phase, the following groups of verba- of these descriptors in terms of attraction or type LiMS Can t)'-' diStiIII'LliShCd Within CUCh SIJ9e: of tension Lize ad is generating. The present. study gives. besides the main descriptive dimensions as Attention: already present in the CeRTS battery, more in- 1. Catching Opvallend depth information on the attractiveness of the as- 2. Boring Niet opvallend/niet sociations coming up when confronted with ciga- inspircrend rettes advertisements. 3. Rejec(able Verwerpelijk When the results are linked to informatioa pro- Image: cessing models, e.g. AIDA or the Elaboration 4. Dynamic Dynamisch Likelyhood model (Petty & Caccioppo), three 5. Style Stijl stages in which the evaluation of the perceived in- 6. Macho Macho formation may occur, can be distinguished: 7. Humor Humor 1. at very first sight, a primary emotional res- Affections: ponse 8. Tension Spanning 2. after some cognitive processing. shaping the 9. Relaxation Ontspanning meaning of the message 10. Sensuality Scrisualiteft 3. die emotional result on the processed mes- sage. A dimension found in the competitive ads but not in the Lucky Strike campaign is: At the first stage, a shifting is made between "inte- resting" and "not interesting" infoffnaLion. This 11. Separation Aftondcring stage can be seen as a kind of perceptional filter. In fact, on this level the same variables can be re- cognizcd as measured by the Triad model. (Xi CP Markeiftsponse 3 -10 Pi (J4 (T% BATCo document for Legal Services : Health Canada 22 October 1999 RESULTS QUALITATIVE RESEARCH On the other hand, some quite specific descrip- tions are assigned to the Nodiing Else campaign, which can be divided into four types of variables. located at the three different stages. They are de- scribed as: L Attention 12. Ambiguity Ambigulfteit I fl- Image 13. Ambition Ambitie 14, Superficiality Oppervlakkiglicid 111. Affections 15. Individualism Individualisme The complete list with verbatims, selected in this qualitative phase of the research, is presented in the appendices. V1 CD C) MarkeiRc%ponse BATCo document for Legal Services : Health Canada 22 October 1999 4. RESUi.,rsQUANTI'I'A'I'IVL-'IZESEAIZCII The information collected in this part of the A separate analysis was conducted on the 22 study is twofold: the similarities and differences *Nothing Else" advertisements. in order to rind betwecii all the ads in the set and the fit between unique dimensions describing differences bot- the verbaLi=s and the ads. Within the data analy- wccn ads of the Lucky Strike campaign. Both sis, 4 steps zan be distinguished: analyses are carried out by mearts of multiple correspondence analysis. In the chapter - detect-on of the main advertising evaluation Technical Justification', the ins and outs of this dimenrions: technique are discussed, as well as the parameters, - description of the dimensions by means of necessary for interpretation of the results. the vetatims positioned in this space; - selecLim of verbatims with a high discrimina- tive power on the dimensions and construc- 4.1 AI)VLR'I*ISIN(, EVALUATION tion of Llic final verbatim battery-, DIMENSIONS intcrprz.,ation of the position of advertise- ments, Lspecially the Nothing Else ads, within The multiple correspondence analysis on the the sp%:c. overall set of cigarette advertisements and the total set of verbatims results in 5 unique dimen- sions, explaining 93 % of the variz-rce. These di- mcnsions can be described as follows: rho Eau dim- 1: life style imagery versus pack shot imagery .41 .53 dim. 2: masculine versus feminine .26 .75 dim. 3: stylish versus frumpish .16 .84 dim. 4: concrete versus abstract .13 .89 dim. 5: romantic versus artificial .11 .93 The most important dimension within cigarette advertising is the distinction between ads with a life-style message and ads communicating Elie product itself by means of a pack-shot. After this, ads arc distinguished on basis of 'gendee: tradi- fional masculinity versus not masculine/feminine appearance. This dimension is highly applicable to life-style ads, but is does not pIky an important role in pack-shot advertisements. As far as this dimension is dctccted in pack-shoLs. only little masculine value is added. C) Q4 M BATCo document for Legal Services : Health Canada 22 October 1999 RESULTS QUANTITATIVE RESEARCH The other :tme dimensions enable us to dis- 4.2 ADVERTISING SEGMENTS tinguish diff--rences between certain subgroups of cigarettes ad:s and give quite specific additional Within the general advenising evaluation space. informatiom Stylish versus frumpish gives in- the following segments of ads can be detected: depth life-siyle information, pack-shots are nei- ther stylish zor fnimpish. The fourth dimension - sturdy, masculine life-style however renrescrits an important distinction -frumpish, female and romantic life-style within pack-ihot ads: abstract and more dirricuit - female, frumpish and artificial li --51ylC to undmEazd versus concrete pack-shots. The - stylish life-style last dimens~za distinguishes romantic from ani- - abstract pack-shots ficial ads. A~vertisements described as 'artificial' - concrete pack-shots can be inte--m-ted as 'not real life', showing vi- suals that are 3bviously staged. The statisfic= measures (rho and tau) indicate 4.3 'I'IIE POSITION OF THE "NOTHING that the 5 di--ensions give a good representation ELSE" CAMPAIGN of the sErucr__-. The position of the Lucky Strike "NaNng Else" Within the = of Lucky Strike ads, one relatively campaign is distinctive and can be :escribed as powerful ad-;tional dimension is found (rho = pack shot imagery, little masculinity, stylish nor .35). A second dimension shows poor statistical frumpish. concrete, not romantic but not artificial results (rho =.10). Both dimensions can respecti- either. vely be dcs=~d as: Within the Nothing Else campailp- two main LS, dim. 1: =--ative versus traditional segments can be detected: the more or less tradi- LS dim. 2: '--=orous versus elusive/ tional pack-shot ads versus creative. 'refreshing' mysterious ads. The traditional pack-shots can te sub-divi- ded into two groups distinguished by the second The first di- ion reflects the degree to which dimension: the adverdse=ents differ from the standard, tra- ditional way :C pack-sh0l. advertising. The second - traditional and humorous ads dimension di--idrs the straightforward humorous - traditional and mysterious ads ads and those with more interpretation possibili- ties. Ads lowing on this side of die dimension seem to appez! to feelings and emotions. C) C) MarkeLRespo= 6 r1j L4 NO BATCo document for Legal Services : Health Canada 22 October 1999 RESULTS QUAWri-rATIVE RESEARCH 4.4 SELECTION OF THE FINAL VERBATIM BATTERY The initial advertising space is described by means of 151 verbatfms, resulting from the quali- tative pre-phase. 'Me aim of the multiple corres- pondence analysis is to reconstruct this space using as little verbatims as possible. without losing the structure and the variance explained by the selected items. Through a selection process, in which statistical and scmantic criteria were used, a battery of 49 verbatims could be formed. The Technical Justification gives a description or aic decision points and decisions made in this analy- i sis. The final set of 49 vcrbatims is enclosed in the appendices. 10 -0 BATCo document for Legal Services: Health Canada 22 October 1999 5. '1'1-",CIINICALJUSI'11-'ICAI'ION 5.1 BACKGROUND AND RESEARCH if communication focuses on only one or two 011JECTIVRS states, there is a fair chance that the ad will be re- jected because it stimulates counter arguments. The new Lucky Strike "Nothing Else" campaign This implies that ego-states can be taken as com- is expected to be very different from cigarette munication modes, basic dimensions underlying advertising developed so far. The interaction of die content of (commercial) communication. visual and copy should be able to generate a *synergetic effect" through time, leading to a The ego states can be defined as follows: unique position within the theoretical multi-di- mensional space of advertising positioning. To be The "child": direct, primary responses. cmo- able to describe this advertising space in general tional. rebellious, cncrgetic4n this state, desi- and the position of Lucky Strike within it, a two- rcs and feelings are cstablislied, giving Elie phase research project was conducted. drives directing behaviour. I'lic "adult": rational, intellectual, controlling The objective of the Study can be summarized as die environment. Reasonableness and intel- follows: lectual capacities, "facts and figures" refer to t1iis state. detection and description of the main dimen- The parent". caring, restricting, applying sions in cigarette advertising evaluation; norms and values; knowledge of right and providing a set of verbatims covering the wrong are located here. space stretched by these dimensions, repro- ducible in quantitative research; Verbatim generation using TA role playing will giving indications on the present position of add more emotional loading to the battery campaigns of different brands of cigarettes. (emotional evaluation. tone-of-voice. appeal), by esp. Lucky Strike's "Nothing Elsc". generating reactions of different states of mind from 'complete individuals'. 5.2 TRANS-ACTIONAL ROLE PLAYING 5.3 STATISTICAL ANALYSIS Traditional (qualitative) methods used to generate statements describing images, brand personalities The data analysis corisims of. or advcrtisemenEs, are based on creative, associa- tive group sessions. sometimes together with in- - detection of the main advertising evaluation depth individual interviews. Often, bowever, a dimensions; theoretical background for generating, structu- . the allocation of the items into the space to ring and interpreting the outcomes is lacking. describe the meaning of the dimensions; With Transactional Analysis (TA), a theoretical . selection of verbatims with a high discrimi- framework is developed that distinguishes three nating power relative to die dimensions, levels of ego-states: the child, the adult and the . construction of the final verbatim battery and parent. These three states are present in every validation of the space by the selected verba- person and each of them must be met before tims. communication could be effective. If advertise- ments refer to all three states, effects are more li- kely to occur - but not guaranteed. un C) MarketRespoiise %0 r-J 00 BATCo document for Legal Services : Health Canada 22 October 1999 TECHNICAL JUSTIFICATION Two types of analyses have been carried out: first S.4 SELFCTION PROCEDURE VHR- a mapping on the groups of advertisements with BATINIS the statistical technique correspondence analysis , to give a graphical representation of the ads and '[lie analysis of the general set of cigarettes ad- to discover the dimensionality within cigarette vanisemcnts resulted in a space in which five di- advertisements. mensions are statistically and interpretatively me- Secondly, a multiple correspondence analysis is aningful. The analysis carried out on Elie applied to analyse the co-variance between the "Nothing Else" ads provided a two-dimensional verbatims and the ads. The multi-dimensional space. Because of ilic intention to end up with a structure of fitis analysis is comparable to the di- battery generally usable in cigarette advertising, mensions found by the first analysis (on the ads the selection procedure Started from the general. separately). but it can be interpreted with help of five dimensional solution. the varbatims plotted into this space. For both analyses, the staListical software of SPSS has been The first selection of verbatims was made using a used (ANACOR and HOMALS options). statistical criterium. all verbadnis with a total ex- plained variance by the 5 dimensions less than Before the statistical analysis can be conducted, .90 were removed. This selection decreased the two translations must be carried out, the groups number of words from 151 to 102. of ads formed by each individual respondent The second selection step consisted of both a sla- must be put into a matrix structure of single ads tisfical and semantic selection. If two or more and the verbatims allocated to each group must words had the same fit on the dimensions and be located to every ad within the group. The cu- more or less the same meaning, those with tile lo- mulated mairices. i.e. the number of times that west frequencies (named by only a few resix)n- one ad is associated with one verbatim. are inclu- dents) were skipped. If frequencies were about ded to the "table" section of this report. The data the same, the one wiLh the most explicit meanin.g structure to be analysed consists of one matrix was selected. This step eliminated 36 verbatims. for each respondent, with ads and verbatims on The last selection consisted of a semantic analy- both axis. The analysis takes one single respon- sis. Now words with a vague position (no strong dent as a variable and the variables as the cases discriminating power) or words only fitting one (or different observations). In this way, the dimension were taken into account. If another sample size of n=40 is large enough to make sLa- verbatim with more or less the same connotation tistical analysis possible. but with a more explicit position was present. the most explicit one was selected. Furtherniore, if The same analysis was conducted for the data of verbatims had an explicit position in the bi- the "Nothing Else' advertisements and the alloca- dimensional space of the LS campaign. it was sc- ted verbatims. The verbatim set was the same one lectcd also. A reproduction of the five dimen- as used to assess the overall set of ads. sions with a final battery of 49 verbatims resulted in a nearly identical and stable solution as the The analysis generates two parameters to evaluate initial space, described with the 151 words. the statistical solution: rho and tau. Rho rcpre- Reducing the set to less than 49 verbatims led to scrits; die correlation between rows and collums less satisfying results. (ads and vcrbatims) which is caught by the di- mensiom thus giving an indication of the rcladvc importance of a dimension. Tau gives the cumu- lative explained variance by the dimerisions. LM CD C) MarketResponse 9 %.D N) BATCo document for Legal Services : Health Canada 22 October 1999 TECHNICAL jus,rIFICATION 5.5 SAMPLE 5.6 TIMING Qualitative research: The qualitative pre-phasc was conducted in Amsterdam on September 15Lh and 16th 1992. Each of the three groups consisted of n=9 (total 17his location (Amsterdam) was used in order to sample n=27) and was recruited according to dif- recruit a more creative type of respondent. ferent quota on main brand and age. The quantitative part was conducted at the offices Group 1. or MarketResponse at Amersfoort in thc period . age: 18 u/i 22 of October 20-31. 1992. - smokers of different brands, not smoking LS as main I side brand. but not rejecting LS Group 2: 5.7 PROJECT MONITORING age: 20 u/i. 25 smokers of LS as main or side brand The following officials were responsible for con- ducting this survey. Group 3: age: 23 ufj 29 for MarketResponse Ainersfoort lIV: smokers of different brands, not smoking LS as main / side brand, but not rejecting LS W,T. Brethouwer managing director drs. A.W. Lamme account manager drs. J.L. de Waard account executive For each group, the following quota were set: drs. H. van Herk statistical analyses C.I.J. Stangenberger fieldwork coordination - 50% male, 50% female - smokers of mainly fifter cigarettes. at least 4 for BAT Nederland BV: daily - intermediate or higher education A.W, 7-eldenthuis consumer research co-ordinator Europe E.F. van der Harst marketing research Quantitative research: executive - sample size: n=40 - smokers of at least 10 filter cigarettes daily. max. 30% RYO n--20 males. n--20 females - age: 18 u/i. 34 years . quota on main brand cigarettes: . n=12 Marlboro - n= 12 Camel - n=10 Caballero, PaU Mall Export. Gauloises; Blondes. West - n=6 Lucky Strike (Xi CD CD Mark-etResponse ~10 r%-) .41- (J4 BATCo document for Legal Services : Health Canada 22 October 1999 APPENDICES L TABLES QUANTITATIVE PHASE IL CHECKLIST QUALITATIVE RESEARCH IM QUESTIONNAIRE QUANTITATIVE PHASE IV. ADVERTISEMENTS USED IN THE QUALITATIVE PHASE V. ADVERTISEMENTS USED IN THE QUANTITATIVE PHASE V1. COMPLETE LIST OF VERBATIMS VIL FIT BETWEEN COMPLETE SET OF VERBATIMS AND DIMENSIONS VIIL FINAL VERBATIM BATTERY (49 VERBATIMS) AND FIT WITH DIMENSIONS M PLOTTINGS PL01TING GENERAL ADVERTISING SPACE - FACTORIXFACTOR2 - FACTOR I X FACT(jR 3 - FACMR IX FACTOR 4 - FACTOR I X FACTOR 5 X. PLOT77NG LUCKY STRIKE "NOTHING ELSE" - FACTOR I X FACTOR 2 XL NOMOGRAM C:) E MarkaResponse BATCo document for Legal Services : Health Canada 22 October 1999 L TABLES QUANTITATWE PHASE 0 j MarketResponse %.0 ------ ------ rIQ ~P-' Un BATCo document for Legal Services : Health Canada 22 October 1999 TABEL 1/1 AnV[RIISIHG PROFILING (2B-oci-92) CL 11, 0011M 1 ING AtivLitttut IL 1 1 0 9.515. Aile respoudenten. i ADVERTENTIE 14. 8 9. CHES- GAU- 15. 16. 17. 18. 19. 1. 2. 3. 4. 5. 5. 7. CABAL' CAMEL 10. il. TER~ 13. LOISES GLAD- GLAD- GLAD- LUCKY LUCKY BARCLAY BARCLAY BARCLAY BELINDA B&H B&H B&H LERO MILO CAMEL CAMEL FIELD DUNHILL BLONDS STONE STONE SIONE SIRIKE SIRIKE MIS 0 TOTAAL RœSPONDENTEN 1635 1730 1726 1596 1411 1527 1428 1945 133; 2035 2022 1865 1496 1725 198 1668 1586 1876 1417 9 r- aantrekkeltjk 18 17 16 10 9 11 10 23 8 26 25 21 Il 19 12 17 18 21 il CD abstract 1 1 1 1 27 24 26 1 18 2 1 1 19 1 3 2 3 3 20 actief 13 9 9 16 1 4 2 31 2 37 39 33 1 la 15 ?2 19 25 4 afitandelijk 5 7 7 4 19 is 19 3 15 5 5 5 13 3 2 1 4 5 is 0) Amerikaans 18 22 22 il 9 14 il 30 6 33 34 29 9 17 10 14 16 31 9 angstaanjagend 2 3 3 0 2 2 2 0 1 3 3 3 1 0 0 0 0 2 0 0) apart 4 6 6 1 26 28 27 4 13 4 4 4 13 6 3 2 7 3 16 CD arrogant 8 le 18 7 2 2 5 10 2 9 11 7 4 8 4 7 10 11 5 authentiek 14 14 14 13 6 9 5 12 9 ID 12 12 10 il 14 14 10 12 11 avontuurlijk 8 7 7 5 1 4 1 33 1 41 41 32 2 14 7 ID il 25 3 helachelijk 4 4 4 12 12 il 12 5 9 5 5 6 7 2 il 6 4 5 10 bemoeierig 6 5 5 il 4 4 2 5 5 4 4 6 6 5 7 7 8 4 2 CI) na 9 bewo erenswaardig 9 9 9 A il 15 12 15 16 16 14 10 9 “ 7 6 12 boeiend 13 il il 9 il 18 13 zi 6 26 27 22 8 16 10 12 il 16 9 chique 20 29 29 7 8 13 8 il 7 1 1 2 Io 12 4 4 Io 9 5 cool 12 20 20 6 4 9 il 16 7 20 20 14 9 9 5 7 il 15 a X degel ijk 14 is is 13 12 8 14 10 22 ? 6 7 25 6 16 12 6 10 15 CD doods 5 6 6 3 14 10 16 3 21 3 3 5 18 3 5 ? 4 4 16 l…) doordacht 9 6 6 6 12 il il 10 15 13 il 10 Il il 6 8 il 12 il droge humor 6 5 5 6 il Io 9 5 9 4 3 3 9 il 4 7 8 9 14 dromerig 19 9 9 16 3 7 4 19 2 14 14 il 3 21 18 14 19 9 0 drocg 2 5 5 4 15 12 10 5 19 3 2 2 21 3 4 4 4 5 17 droomwereldje 21 17 il 22 3 7 2 27 4 23 24 22 5 23 21 21 23 Is 2 druk 15 12 12 24 6 5 3 17 2 la 20 20 3 14 19 24 14 19 4 dubbelzinnig 7 7 7 a 9 8 6 9 6 9 8 7 6 10 7 9 9 8 6 duf 6 9 9 Il 13 12 12 3 14 3 3 6 14 5 13 e 5 8 il duldeIIJk 16 21 20 la 13 15 12 21 31 22 22 21 27 19 18 21 20 23 24 dynamisch 13 12 12 il 10 12 12 20 6 24 24 21 8 13 12 14 16 23 10 echt jazelf z1jo 16 16 16 19 4 1 3 16 3 16 17 12 4 14 18 21 12 17 4 eenvoudig 5 5 5 8 t3 9 14 5 26 5 5 4 28 3 10 9 3 6 25 w eenzaam 4 12 12 1 10 il 10 6 12 10 10 7 13 1 1 3 4 il il egocentrisch 9 19 19 5 3 4 6 Io 7 is 13 il 9 5 2 2 5 is 7 elqen Interpr. moq. 13 15 15 8 17 20 19 il 13 12 13 13 12 12 6 6 Io 16 19 elegant 18 22 22 12 a 9 9 6 6 2 2 4 8 16 9 10 14 10 8 eng 1 2 2 2 4 6 5 2 2 3 3 5 2 2 2 2 2 4 3 erotisch 16 il 10 il 3 7 3 16 2 10 10 a 4 22 8 10 14 il 2 esthetisch 3 16 19 16 7 16 6 5 7 18 7 5 5 3 6 il CD exotisch 8 1 1 8 3 4 1 24 0 22 21 17 3 9 il is 7 10 1 CD MarketResponse 0 CD 9VE611009 TABEL 112 ADVERTISING PROFILING PJ.92.503.981 (28-OCT-92) CL BEDORDELING ADVERTENTIE 0 Basis: Aile re5pondenten. ADVERTENTIE Iz G~tl- 15. lb. P. le. 19, 1. 2. 3. 4. 5. 61 7. CABAL- CAMEL 10. il. IER- 13. LOISCS GLAD- GLAD- GLAD. LIICKY LUCKY BARCLAY BARCLAY BARCLAY OELINDA Mil MI B&H LERO MILD CAMIL CAMEL FIELD OUNHILL BLONDS SfONE STONE STONE SIRIX SIRIKE 2 1 TOTAAL RESPONDENTEN 1635 1730 17?5 1596 1411 1527 1428 1945 1334 2D35 2022 1865 1495 1725 1578 1668 1586 1876 1477 1- fantasievol 12 11 11 8 20 tg 17 20 il 20 19 19 13 is 12 il 14 17 20 fascinerend il le 10 8 8 20 13 19 7 21 21 17 8 16 Il il 13 15 7 flauw a 7 7 12 9 10 9 7 18 6 6, 8 17 5 12 10 6 “ 12 SUI flets 7 3 3 7 10 5 9 6 15 4 3 2 is 4 6 4 4 4 10 fl 1 tsend 12 15 15 Io 10 12 7 22 6 26 25 22 6 18 13 16 19 22 8 (A functtoneel 10 il il 12 a 9 9 12 18 il 12 il 18 10 12 13 6 il 17 1 CD ga4f il is Is 5 7 10 9 21 6 25 26 20 8 15 6 a Il 20 12 g:borgenheld 16 “ 6 20 z 6 3 8 4 5 5 4 5 21 19 17 is 4 3 g distingeerd 12 17 17 4 9 13 9 6 7 4 4 4 9 ? 2 4 5 10 9 leheimzinnig 8 12 12 4 il 16 13 13 4 10 10 il 6 Il 5 5 5 12 7 Qelig 6 7 7 9 10 il 10 7 12 5 5 6 il 14 8 il is 7 15 CD geluk 24 17 17 31 5 6 5 18 1 13 il 13 4 25 30 28 21 12 1 gemoedelijk le 10 10 27 1 5 1 la 8 a 6 6 22 24 23 19 6 5 gewoon 14 12 12 19 4 7 6 13 18 12 12 10 18 12 19 17 13 13 il gezapig 9 7 7 13 9 7 5 5 7 4 3 5 a 6 14 is 11 6 7 gezel 1 ig 20 6 6 33 1 2 1 15 4 9 9 il 3 25 31 31 22 8 6 CD goedkoop 7 7 14 il 7 10 10 19 9 9 10 le 5 il Io 6 7 16 tu gr 1 5 5 7 il il 9 a 4 8 8 9 4 11 5 7 10 9 13 ;z held'h,a?t,9 8 12 12 z 0 3 3 29 0 39 39 30 3 7 4 5 4 26 2 herkenbaar 22 18 is 16 6 8 8 Z6 10 27 26 24 13 22 18 21 20 22 15 het gaan maken 17 27 27 7 4 6 6 23 2 24 22 20 7 il 10 il la 24 4 humaristisch 5 4 4 5 10 5 2 B 4 3 4 6 a 6 ? e S Il lndividuatistisch 7 22 22 2 4 5 7 13 10 17 18 10 1? 4 0 3 3 17 13 Ingewikkeld 2 2 2 2 21 16 19 3 10 3 3 3 8 1 1 1 2 2 9 M Intelligent 9 17 17 7 10 12 11 5 10 3 3 2 14 5 5 4 2 5 CL interessant 13 13 14 7 il 16 12 18 7 Is 17 16 7 16 9 il 13 16 6 l…) Intrigerend 13 14 14 7 8 9 7 13 a 12 13 13 8 10 5 6 il 16 8 jong 20 16 16 18 6 4 4 27 4 22 ?2 21 6 28 15 22 26 21 e N… kin erlIjk, 4 2 2 10 8 6 5 4 9 4 4 4 8 10 8 5 m kieurig 21 21 21 29 13 15 12 28 11 30 31 29 13 25 29 32 28 21 13 kieurloos 4 4 4 5 14 12 12 4 17 2 ? 4 18 5 4 3 5 4 il knUs 19 29 1 4 2 7 2 1 2 4 2 24 29 28 21 4 1 ko d 6 a 8 2 26 la 23 Z 28 2 2 3 25 2 1 1 4 4 21 Mchtig Il is 15 7 5 … 4 22 5 31 31 24 7 13 6 10 9 28 Io 0 Iclijk 5 ? 7 9 15 il 16 4 t4 4 4 5 14 2 7 4 6 ? 10 Cr leuk 19 19 19 19 13 14 13 21 12 25 24 21 )4 23 19 23 22 21 16 CD maakt nleuwsglerig 13 lb IS 6 9 13 il V 5 (9 19 18 5 10 9 9 is 10 macho 13 29 29 4 1 4 3 30 2 38 39 31 6 8 4 6 5 32 2 CC) 0 MarketResponse 2 CD IVZ61 100S ADVERTISING PROFILING PJ.92.503.981 (28-OCT-92) CL SEOORDELING ADVERTENTIE 1 . Oasis. Alle respondenten. ADVERTENTIE 12. 14 CNES- GAU- 15. 16. il. 18. 19. CD 1. 2. 3. 4. 5. 6. 7. CABAL- CAMEL 10. il. TER- 13. LOISES GLAD- GLAD- GLAD. LUCKY LUCKY BARCLAY BARCLAY BARCLAY BELINDA G&H B&H B&H LERO MILO CAMEL CAMEL FIELD DUNHILL BLONDS STONE STONESTONE STRIKE STRIKE f* _h 121 901AAL gtspoNtjENIEN 1615 030 1126 1596 1411 152? 1428 1945 1331 2035 2022 1865 1496 1725 1578 1668 1586 1876 1477 r- mannelljk 16 33 33 5 2 4 4 30 1 38 38 30 6 9 7 9 5 34 2 CD mel tg 4 2 2 16 11 8 8 5 7 2 3 3 5 s 14 is 12 3 il ®D mistroost1g 5 5 5 6 13 10 il 6 10 4 3 4 il 4 7 7 3 6 il modern 7 10 10 6 25 25 23 10 20 8 7 6 20 il 1 6 7 9 24 moci 13 13 li 6 10 18 13 25 8 28 28 24 13 is 1 10 Io 22 il moote kleuren 22 18 .18 18 9 19 14 29 6 31 32 29 10 23 18 22 18 24 10 CD vusterieus 10 9 9 3 12 15 14 9 5 10 9 10 6 9 3 3 5 8 5 Met echt serieus 13 14 14 19 15 10 10 9 5 ID 9 10 5 13 16 21 18 12 8 Met reeel 0 lu 10 7 12 12 16 13 12 17 18 18 10 10 7 9 10 is 12 no nonsense 9 il il 8 a 6 ? 9 20 9 10 7 18 6 6 6 5 8 nonchalant 18 21 21 15 s 4 15 15 )y 8 17 13 16 18 is 7 nuchter 4 7 7 4 13 13 11 3 23 5 6 5 22 3 4 3 2 1 21 onbegrtjpelljk 1 3 3 3 18 12 19 2 7 3 3 6 4 1 3 1 0 4 8 onecht 7 10 10 10 16 17 16 15 7 19 19 il 8 il a 8 il 17 10 ongewoon 4 4 4 4 25 21 19 5 13 8 a 7 il 7 3 4 9 7 16 CD ongrijpbaar 2 5 5 5 13 14 14 10 8 17 16 14 7 6 4 4 7 9 8 onschuldig il 8 a 23 6 6 7 5 7 5 4 3 9 il 24 21 13 6 5 olitspannen 21 16 25 3 6 3 19 3 19 18 17 5 26 26 26 21 16 3 onwerketijk 10 13 -13 13 14 is 14 18 6 21 21 19 1 13 14 12 13 19 il onzinnlg 7 8 8 8 15 12 15 6 il 8 8 10 12 5 1 6 6 8 10 opdringerig 8 a a a 9 8 5 9 14 il il 1? 14 il 6 7 12 9 14 oppervlakkig il 10 10 14 is 12 14 il 19 la 10 13 20 8 13 12 12 10 17 opvallend 7 7 7 6 18 23 19 16 16 16 16 il 17 12 8 8 12 16 21 opwindend 10 il il 4 3 5 4 18 0 19 20 16 2 16 6 9 12 16 3 crigineel 3 3 3 4 18 19 is 9 15 il il 10 12 7 6 5 8 5 21 Ouderwets il 13 13 17 4 5 4 13 ID 14 14 16 14 il 15 il 13 13 9 0 overdreven 9 12 12 16 9 9 10 15 3 19 19 19 A 13 12 13 14 is 6 N3 pakkend 14 12 12 6 7 il 10 16 10 20 19 zi 14 17 9 il 13 il 14 b'.) pretentieus 10 15 15 1 5 8 7 13 a 12 12 13 9 5 6 a 9 16 8 raar 1 3 3 2 21 16 18 4 10 4 4 5 10 4 0 1 4 4 16 relaxed 16 il Il 22 4 8 5 is 6 15 14 10 7 20 21 22 16 il 6 0 rwantisch 20 10 10 14 2 7 3 17 1 10 8 9 4 26 18 18 21 7 1 FM> rulg 7 9 9 3 0 4 2 27 1 36 37 29 3 7 3 6 6 24 2 0 rustig a 12 il 10 il 15 14 6 22 s 5 4 ?2 9 Il a 4 7 15 Cr sui 8 e 8 8 14 10 is 4 23 4 4 5 23 3 10 6 5 5 17 0 sensuel 17 9 9 7 1 4 ? 9 1 5 4 4 2 19 8 a 12 8 1 exappeal 16 Ils is 10 1 4 4 15 0 13 13 12 3 18 12 10 12 13 - 1 1 7 fi 3 6 1 20 steurlous 9 13 13 4 ]Il 13 16 5 20 6 CD CD 3 CD HarketResponse 9~Z61 100S TABEL 114 ADVERTISING PROFILING pj.92.503.981 (28-OC7-92) BEOORDELING ADVERTENTIE CL Basts: Alle respondenten. 0 AOVERTENTIE 14. 8. 9. CHES- GAU- 15. 16. 17. 18. 19. 4. 5. 6. 7. CABAL- CAMEL 10. Il. IER- 13. LOISES GLAD- GLAD- GLAD- LUCKY LUCKY BARCLAY BARCLAY BARCLAY BELINDA B&H B&H B&H LERO MILD CAMEL CAMEL FIELD OUIIHILL BLONDS STONE SIONœ STONE STRIKE STRIKE _h 0 TOTAAL RESPONDENTEN 1635 1730 1725 1596 1411 1527 1428 1945 1334 2035 2022 186S 1496 1725 1578 1668 1586 1876 1477 s r- sfeervol 20 ts ls 25 8 il 8 24 3 20 19 19 7 23 27 27 17 18 5 CD simpel 3 4 4 8 14 14 17 4 26 4 5 7 28 4 8 8 5 4 ?2 siecht 4 5 6 11 1 14 11 15 5 10 5 5 6 11 3 9 6 5 5 10 smakvol il 18 18 11 9 14 10 20 5 17 17 15 10 19 12 14 14 16 8 snel 12 is is 10 5 a … 24 4 29 29 23 5 11 10 13 10 25 7 Co spannend 8 10 10 3 2 6 5 25 4 30 30 25 5 17 6 8 12 27 6 CD . spontaan 16 9 9 26 a 5 4 16 6 14 13 14 6 18 23 25 18 12 8 sportief il 8 8 16 1 2 2 28 2 36 36 30 1 14 17 23 16 22 2 spraakimkend il il 10 7 7 7 8 14 6 19 18 12 9 12 9 10 11 14 is sprekend 21 18 18 16 7 6 5 18 10 19 19 16 8 21 14 18 18 22 14 stij1vol is 22 22 5 Il 20 16 10 12 il il 8 16 il 5 6 8 t7 15 stoer il 20 20 6 1 3 2 29 1 36 37 29 3 il 6 9 6 30 3 0 strak 4 8 7 0 23 25 25 1 26 1 1 2 26 2 1 1 2 4 27 lucces 20 31 32 13 . 2 “ 6 t6 2 17 17 13 a 13 Io 10 10 17 5 M t, moot 8 12 12 8 4 5 3 Il 3 is 15 14 6 ' 6 9 9 7 12 3 traditioneel 18 18 18 17 4 8 7 17 12 21 20 22 15 14 16 16 14 21 e CD trendy 25 16 17 is 9 il 9 19 4 18 17 16 a 24 15 15 16 19 1? 0 treurig 3 4 4 2 9 7 9 3 7 2 2 2 7 0 2 1 0 1 5 M truttig 6 4 4 24 e 8 5 5 6 2 3 4 7 5 23 18 9 5 7 vaa 3 3 3 4 19 13 20 6 13 6 5 5 14 3 4 2 2 3 17 ver?aten 5 3 3 1 8 11 10 il 9 12 12 il il 4 2 2 2 8 9 vernieuwend 4 4 3 2 17 17 15 7 a 7 6 5 9 9 5 4 6 6 16 verwarrend 1 2 2 “ 17 il 15 3 7 6 6 6 6 5 4 4 5 5 9 viuchttg 8 Il il 7 12 7 9 1 7 10 10 10 9 7 7 6 6 12 il vooruitstrevend 5 12 12 3 16 19 16 12 9 13 14 10 10 il 4 A a 14 12 CL vriendetijk 19 13 13 29 10 a 6 14 9 10 10 13 8 26 28 28 22 13 12 M vrtjblijyend 9 7 7 18 12 il 13 il 14 il 9 12 13 10 19 18 13 9 12 N… vrijheil 12 13 13 16 2 6 4 30 2 37 V 32 2 18 .18 21 20 26 3 K… vrol ijk 13 8 8 30 9 5 2 e 1 7 7 9 5 23 28 29 23 7 Il waardeloos 2 4 4 8 15 10 16 4 14 4 4 5 13 2 8 s 4 4 12 wam 20 13 13 is 4 9 4 18 2 12 11 14 6 24 16 18 17 il 3 C) yuPple 14 30 30 5 3 ? 5 6 3 5 5 5 6 il 4 4 8 14 3 P> zachtaardig 20 il il 27 2 3 1 8 2 1 1 5 2 21 27 24 18 6 0 zakel ij~ 16 27 V 4 14 13 13 4 is 2 2 3 17 4 2 2 3 9 13 Cr zelfyerzekerd 19 30 30 il 4 7 6 25 4 30 30 28 10 19 il 14 16 27 8 0 zoetsapplo 12 e 8 26 2 3 3 B 2 5 6 9 3 10 26 23 13 3 2 20 13 13 23 6 7 5 22 3 22 23 18 6 23 22 2S 24 18 Co Co Co Market Ri~spnn%q 6VZ61100G 0 0 7ABEL 1/5 ADVERTISING PROFILING PJ.92.503.981(28-OCT-92) BEOORDELING ADVERTIENTIE Basis; Alle respondenten. ADVERTENTIE 23, 26. 27. 28. 30. 20. 21, 22. MARL- 24. 25. PALL PALL Pit. 29. PT. 31. LUCKY LUCKY LUCKY BORO KARL- MARL- MALL MALL MORRIS Pit. STUYVE- ROXY 32, 33. 34, 35. 0. STRIKE STRIKE STRIKE LIGHTS BORO BORO EXPORT EXPORT LIGHTS MORRIS SANT DUAL TIVOLI WEST WEST WINSTON BARCLAY TOTAAL RESPONDENTEN 1495 1428 1518 1847 1961 1976 1727 1731 1670 1717 1710 1681 1386 169S 1648 1611 1404 (D aantrekkelijk 12 10 13 22 26 26 22 19 19 24 18 24 10 20 18 15 9 abstract is 20 24 0 1 1 1 2 2 2 2 3 12 3 2 2 15 actief 5 3 2 34 34 36 16 22 8 8 18 9 8 16 13 13 3 afstandelijk 12 is is 4 5 4 5 5 5 2 6 1 10 6 8 5 14 Amerikaans 9 7 10 31 34 34 15 13 20 16 19 15 8 12 12 14 8 CD angstaanjagend 0 0 2 2 2 2 2 1 2 1 1 1 0 0 1 0 3 apart 14 14 22 3 5 3 7 6 6 4 4 5 )a 12 13 4 12 arrogant 5 5 4 10 8 9 8 6 15 11 12 9 9 13 13 14 3 authentiek 9 9 7 8 9 10 10 14 10 9 9 11 6 5 6 9 10 vontuurlijk 4 1 2 35 36 39 10 11 7 11 9 11 4 11 8 7 1 CD abelachelljk 8 8 10 5 5 5 4 6 4 2 6 2 14 7 8 4 7 bemoeierig 3 4 3 4 5 4 6 11 4 2 6 3 7 5 7 3 4 bewonderenswaardig 10 8 14 is 16 17 9 9 9 12 7 11 9 7 6 6 9 boeiend 11 9 13 23 23 25 16 14 14 is 10 14 8 13 13 11 7 (D chique 5 5 a 3 3 2 13 3 22 21 20 19 10 13 12 17 8 cool 7 7 9 19 19 20 11 a 19 10 14 8 6 9 8 15 6 degelijk 18 20 14 7 7 7 9 11 11 6 14 5 5 5 4 8 24 I PIL doods 19 16 3 3 3 4 2 5 3 6 3 6 5 6 5 20 doordacht 17 Is 19 11 14 13 11 10 7 11 8 11 11 15 12 9 14 droge humor 16 15 14 3 5 4 8 7 5 4 5 3 11 19 17 11 11 dromerig 0 0 3 12 14 14 21 16 12 27 21 28 8 10 11 7 2 droog 20 23 14 3 4 3 4 5 5 3 3 3 7 9 6 7 20 droomwereldje 2 3 6 25 21 24 24 19 16 25 21 25 7 13 14 9 4 druk 4 4 7 16 16 18 16 21 10 9 is 8 7 13 i2 13 5 i aL dubbeizinnig 7 a 11 9 10 10 9 9 6 9 10 10 7 10 10 7 7 i duf 10 10 14 5 6 5 6 5 12 7 8 6 10 6 5 9 16 duidelljk 21 25 20 Z2 24 23 18 19 20 19 17 18 16 17 18 16 28 dynami sch 10 8 9 22 23 24 10 14 11 12 13 12 11 18 15 13 8 echt jezelf zljn 4 3 6 15 14 17 13 14 17 16 is 16 7 12 12 14 2 eenvoudig 29 30 18 5 4 4 3 5 6 5 4 3 8 7 6 7 26 0 eenzaam 10 12 13 8 8 9 3 4 13 3 3 1 4 1 1 9 12 egocentrisch 7 7 4 11 12 12 7 7 15 6 10 5 9 4 6 10 7 eigen interpr. mog. 17 16 20 11 13 12 16 11 11 12 12 11 8 17 14 13 14 a, elegant 7 7 9 1 3 1 16 11 17 23 17 22 9 10 12 9 8 CD eng 3 2 3 3 3 3 3 3 1 1 3 1 3 3 4 2 2 ml erotisch 2 3 5 to 12 11 24 15 14 27 17 28 5 11 12 7 3 _L esthetisch 17 22 3 5 5 7 7 8 9 5 8 9 6 5 2 15 to exotisch I 1 1 17 18 20 10 14 5 11 6 11 1 7 4 7 2 co to MarketResponse 0C SZ61 100q- m >1 0 TABEL ADVERTISING PROFILIRG Pj.92.503.981 (28-OCT-92) 0 CL BEDORDELING ADVERTENTIE 13asis: Aile respondenten. ADVERTEIITIE 26. 27. 28, 3 20. 21. 22. MARL. 24. 25. PALL PALL PH. ?9. PT. 31. LUCKY LUCKY LUCKY BORO MARL- MARL- HALL HALL MORRIS PH. STUYVE- ROXY 32. 33. 34. 3S. 0. SIRIXE STRIKE STRIXE LIGNIS BORO BORO EXPORT EXPORT LIUIS MORR 13 SANI OUAL TIVOLI WEST WEST WINSTON BARCLAY IOTAAL RESPONDENTEN 1496 1428 1518 1847 1961 1976 1727 1731 1670 1717 1710 1681 1386 1695 1648 1611 1404 fantaslevol is is 19 17 21 19 15 14 14 14 16 14 is 19 18 16 13 CD fascinerend 7 8 13 19 19 21 14 10 is 16 9 17 14 14 13 15 6 flauw 14 16 8 6 6 6 7 9 4 3 10 4 10 8 10 5 17 f lets il 12 Il 5 4 5 5 4 7 9 5 e 4 5 4 4 16 f 1 Itsend 9 a 8 24 25 25 14 16 17 14 14 14 Il 19 17 19 6 functioneel t8 17 12 12 13 12 10 13 13 il 13 12 5 10 10 9 18 gaaf 12 9 10 21 24 23 14 14 18 15 il 16 9 15 13 il 7 geborgenheld 4 4 4 3 2 3 20 16 9 23 18 24 4 il 10 9 5 :1 1-~ gedistingeerd 8 a 14 3 4 4 9 4 13 10 10 8 10 14 7 gebel mzinnig 5 5 10 9 9 10 12 9 14 16 8 IS 4 7 9 1 6 gelig 17 13 14 7 a 7 a 7 9 8 12 7 19 19 20 il 10 (VI geluk 1 1 3 il 12 12 27 27 15 22 23 25 12 18 17 ls 3 ganoedelijk 5 5 5 6 6 7 20 21 il 18 16 17 8 16 18 14 5 gewoon 12 14 4 13 13 13 10 14 10 9 15 10 8 7 8 il 16 gezapig 7 7 5 3 3 3 a 9 q 4 10 4 5 12 Io 7 8 CD gezellig 6 3 4 10 8 9 23 28 il 20 25 22 8 19 21 15 4 tu goedkoop 18 19 il 9 10 10 a 10 4 3 7 5 9 a 8 5 20 M grappig 12 8 12 8 10 10 10 9 3 4 8 4 18 20 21 15 5 heldhaftig 3 1 2 33 36 37 4 7 8 2 6 3 0 3 2 8 1 herkenbaar 14 Il 10 25 26 27 18 20 18 20 21 20 il zi 19 17 12 0 het gaan maken 5 3 3 20 26 24 13 9 25 19 16 17 6 is 12 19 3 humaristisch il il il 3 3 3 7 9 4 5 7 6 16 17 17 14 9 individualistisch Il 13 7 14 is 16 3 3 20 6 5 4 ? 5 6 13 in ewikkeld 9 9 18 3 3 3 2 2 1 1 1 2 e 2 2 il 1 a 9 12 CL Intelligent 2 3 2 6 4 12 7 a 7 9 5 7 13 11 1¯ Interessant 8 7 10 17 18 18 15 14 is 16 12 16 9 14 12 16 8 intrigerend e 8 il 12 15 13 9 9 14 10 10 9 8 10 10 10 6 jong 8 6 5 19 22 21 27 27 18 26 20 26 is ?2 21 18 5 kinderl Ijk 7 9 6 4 4 q 5 8 3 1 6 3 12 7 7 3 8 kleuriq 13 il 12 30 30 31 22 27 22 19 26 20 17 26 23 27 12 kleurloos 14 16 13 2 2 2 6 4 8 7 6 7 8 4 6 5 16 knus 1 1 4 4 1 2 25 24 il 27 22 28 5 12 13 il 3 koud 23 25 22 3 3 3 S 2 9 5 5 6 il 4 4 4 27 0 krachtig 10 a 1 29 30 31 10 9 13 9 10 9 6 16 14 15 6 Cr lelijk 10 Il 10 4 4 4 6 5 4 3 6 3 il 7 7 3 14 0 1 euk 17 14 16 23 26 25 19 19 18 21 19 20 15 23 23 23 13 maakt nieuwsgierig 9 7 12 16 18 18 13 10 13 12 Il 10 7 12 12 12 7 macho 2 1 3 36 38 38 il 9 19 10 12 9 2 5 5 14 3 0 MarketResponse 6 tGZ61(00G TABEL 1/7 ADVERTISING PROF[LING P192-503.981(28-OCI-92) BECORDELING ADVERTENTIE a Basis; Alle respondenten. ADVERTENTIE 26 - -27. 28. 30. 20. 21. 22. MARL- 24. 25. PAU PALL PH. 29. Pl. 31. LUCKY LUCKY LUCKY BORD MARL. MARL- MALL KALL MORR 1 S PH. STUYVE- ROXY 32. 33. 34. 35. 0. STRIKE STRIKE STRIXE LIGHTS BORD BORD EXPORT EXPORT LIGHTS MORRIS SANT DUAL TIVOLI WEST WEST WINSTON BARCLAY --h TOTAAL RESPONDENTEN 1496 1428 1518 1847 1961 lffl 1727 1731 1670 1717 1710 1681 1386 1695 1648 1611 1404 0 mannel Ijk 3 1 3 33 36 36 11 11 22 11 12 9 2 6 4 16 mel ig 12 10 10 2 2 2 5 7 3 2 8 2 19 17 16 10 6 mistroostig 10 il 9 3 3 3 8 8 7 7 5 6 4 5 4 4 10 modern 22 19 28 8 9 8 12 Il 17 la 5 18 20 16 14 12 21 mooi il 10 il 26 28 29 15 12 14 la il 18 5 il 10 13 8 moole kleuren Io 8 il 29 30 31 22 22 16 21 20 22 9 17 16 14 7 mysterieus 4 4 8 9 9 9 10 6 9 15 5 13 5 6 7 6 … Met echt serieus 7 9 7 9 10 9 il 18 12 10 14 9 19 20 21 il 6 niet reeel 12 10 10 15 15 16 8 10 10 8 il 6 12 il il il 10 no nonsense 19 19 is 8 9 10 6 7 il 8 8 a 7 7 8 10 18 nonchalant 9 1 6 12 16 14 20 18 22 21 21 18 6 18 16 18 7 nuchter 22 23 19 8 “ 6 3 4 8 5 5 6 13 7 7 6 20 onbegrijpelijk 6 6 9 2 3 2 2 2 2 1 3 1 7 3 3 2 5 onecht il 12 15 15 16 16 10 12 il 9 9 8 is 14 12 a 8 ongewoon 14 14 20 6 7 6 5 5 5 5 5 5 .24 17 il 9 12 ongrijpbaar 1 7 15 10 13 12 6 6 8 5 5 5 7 5 6 > 4 7 X onschuldig 5 6 6 4 3 3 12 17 10 12 12 il 12 13 il 14 a ontspannen 3 4 6 16 16 16 25 24 19 24 23 23 il 19 21 21 6 onwerkelijk 9 a 12 18 19 19 12 14 13 Io 13 10 17 is 14 12 6 onzinnig il 10 9 8 a il 8 7 7 3 9 4 14 9 9 a Io opdringerig i5~ 16 12 e 8 8 9 8 6 6 12 8 10 9 5 15 oppe 18 20 is 10 10 10 10 10 5 5 12 5 9 t 1 11 a 20 opyallend 19 17 23 14 19 17 il 11 8 11 8 11 19 is 14 9 14 opwIndend 4 2 2 18 20 21 15 il 13 19 10 19 3 10 9 il 0 origineet 21 17 21 9 il 12 7 7 3 5 6 5 is 12 13 9 14 ID ouderwets 9 9 3 14 14 14 9 13 7 8 14 6 5 9 10 9 13 CL overdreven 6 4 6 is 15 is 12 is 10 9 13 10 15 il 10 8 3 0 pakkend is 12 12 21 Z3 22 14 14 is 18 13 17 8 17 16 13 il pretentieus 7 6 6 9 10 10 7 5 10 A il 3 10 12 12 14 8 raar 14 13 16 3 5 4 5 4 3 1 4 2 15 12 13 2 Io relaxed 7 5 1 13 12 14 22 21 15 23 19 23 7 15 is 17 6 rOMantisch 1 1 4 6 7 a 24 15 14 31 20 32 2 is ts 7 2 ruig 3 1 3 34 34 36 5 8 8 4 4 3 1 6 s 6 2 0 rustig 18 20 16 6 5 5 a 9 10 12 7 12 a 5 6 9 21 0-1- saai 18 20 13 5 4 4 … 6 2 9 2 12 5 5 5 22 0 sensueel 1 0 2 5 6 5 20 14 12 V is 27 2 11 10 6 2 Cr seicappeal 1 1 3 il 14 13 20 13 18 26 16 25 4 9 10 10 1 19 23 la 6 6 5 3 5 3 7 3 10 10 Io 8 21 0.% CD H4rkotResponse 7 ZSZ6HOOS m 0 0 ADVERTISIRG PROFILING N.92.503.981 (28-0-ZT-92) CL t BCOORDELING ADVERTENTIE 0 Basis- Alle respondenten. ADVERTENTIE -3 26. 21. 28. 30, 20. 21. 22. MARL. 24. 25. PALL PALL Pli. 29. PT. 31. LUCKY LUCKY LUCKY BORD MARI.- MARI.- MALL MALL MORRIS PH. STUYVE- ROXY 32. 33. 34. 35. 0. STRIKE SIRIKE STRIKE LIGHTS 80RO BORO EXPORT EXPORT LICKTS MORRIS SANI DUAL TIVOLI WEST WEST WINSION BARCLAY 0 10 )681 1386 1695 1648 1611 1404 TOTAAL RESPONDENTEN 1496 1428 1518 1847 1961 1976 1727 1731 1670 1717 17 sfeervol 4 3 8 2D 20 21 23 22 22 30 20 28 10 17 16 22 5 sImpel 26 28 16 5 4 4 2 7 0 1 4 2 11 3 4 4 25 (0 slecht 9 10 8 5 5 5 4 6 2 2 6 2 il 7 7 2 10 suakvol 6 10 16 la 18 18 16 21 24 15 23 9 17 16 18 6 snel “ 8 27 25 28 13 12 13 9 12 9 10 12 … 1 16 4 spannend 6 4 5 28 28 30 14 12 il 16 il 17 5 12 10 13 4 CD spontaan l 6 7 15 16 15 14 25 10 13 17 13 19 la 19 16 5 spOrtief 2 1 1 33 32 34 12 )8 7 4 14 5 6 13 12 14 0 praakimkend 14 10 13 15 18 17 13 13 9 9 9 10 10 18 16 12 8 16 20 il 17 17 18 12 ,prekend 13 12 10 18 19 19 18 14 17 19 stijlvol il 14 18 9 il il is 8 23 21 15 19 10 13 10 16 12 stoer 4 2 2 32 34 35 il 12 16 il 8 10 1 6 5 13 1 strak 27 27 31 1 2 2 5 4 5 4 2 4 7 3 3 5 27 succes 5 4 3 15 15 16 13 12 23 12 18 10 9 12 13 21 4 m te moi 3 4 6 14 15 14 5 6 12 8 a 7 2 5 5 8 3 CD traditioneel 10 il 3 18 la 19 15 U 13 10 21 10 4 10 12 13 12 €A) trendy 10 7 9 16 15 17 24 19 18 24 22 23 14 22 20 20 6 treurig 4 4 5 2 2 2 1 2 2 2 3 1 4 3 3 3 9 truttig 8 10 5 2 2 2 5 is 4 2 a 3 15 9 10 9 6 16 is 13 4 4 5 6 5 4 4 4 4 10 9 10 5 14 ",la 3 2 3 vely.te. 10 10 9 9 10 10 4 4 3 3 vernleuwend 15 12 19 5 5 8 8 8 il 5 10 6 10 verwarrend 9 9 13 5 6 6 4 4 3 2 5 2 a le il 3 8 vluchtiq il 13 9 8 9 9 6 7 z 6 5 6 il 12 10 a il lm vooruitstrevend 13 13 18 13 18 ls 8 7 13 8 9 a 14 12 12 il 9 vriende]!Jk il 9 11 12 11 10 23 27 ' 15 23 23 Z? 13 22 21 20 9 vrijblijvend 14 14 13 10 9 9 il 16 12 9 12 7 12 9 10 il il vrljheid 3 1 2 33 33 35 16 22 12 il 16 il 9 Il il 16 1 N) vrol ijk 10 8 8 7 7 6 20 28 is 17 21 19 22 22 22 18 7 N3 waardeloos 12 il il 4 4 4 3 5 3 2 4 ? il 5 5 2 13 Warin 3 3 5 13 14 14 20 16 is 26 17 26 5 15 16 14 3 yupple 3 2 6 4 3 4 12 5 25 16 13 13 a a 8 20 4 5 il 13 ID 4 zachtaardig 0 0 3 3 3 2 20 22 9 22 18 22 zakelijk 12 14 15 3 3 2 8 5 18 9 14 7 6 6 4 14 16 zel (verzekerd 8 6 7 27 29 28 18 16 26 22 19 19 8 19 14 20 7 Cr joetsappig 2 2 3 4 4 4 14 22 10 is 9 6 9 8, 6 3 CD torgeloos 6 5 7 19 18 20 24 24 14 22 20 23 13 19 20 16 6 MarketRefflnse 2s?~ 11 oos ADVI iti ibliffi 111(ili It IN(*~ (Ia CL BOCROELING ADVERIENTIE Basis: Aile respondenten. ADVERTENTIE TWIR- YEAH, 20TH GOIK TIG YEAH. BORN AHERI- SMAAK- DROMEN DEZE T. K. 20 5 CN_ VRIJ- DON, WITH REDE- YEAH GEEF IN THE CAN VOLLE IN 0.017 AMER]- THINX LEPS AANG- LAAT OVER BIET- IURY STARS HEIDS. W4AI A COLUM- THE NEH TOE USA TOP 20 ADV ROOK MZ 100, KMN BIG SPEND [a. NIETS ROOD SERS BOX AND LS BEELD NIGHT Bus wiliv 0 TOTAAL RESPOMOENTEN 790 841 728 729 754 748 762 741 782 767 775 809 755 770 83S 797 668 712 M 833 755 760 aant CD rekkel ljk 4 10 2 3 3 4 3 3 3 4 8 11 5 6 11 6 6 3 11 12 4 11 abstract il is 15 16 16 14 15 16 16 16 13 18 16 17 14 16 13 14 14 14 17 13 actief 1 4 1 1 1 1 1 1 1 1 0 2 0 0 5 1 0 0 3 4 1 0 9) afstandelijk 10 5 10 10 10 il 11 10 9 il 10 5 10 9 6 il 6 9 6 4 le 7 Argeri kaans 4 8 7 8 11 4 4 7 1 7 6 6 4 4 7 5 6 5 8 8 7 6 0 angstaanjagend 0 1 0 0 0 0 0 0 0 0 1 1 0 0 2 0 0 0 2 0 0 1 apart 15 6 7 6 6 7 7 5 7 11 13 7 7 13 7 10 6 lis t 3 7 13 arrogant 1 3 2 2 1 1 2 2 3 0 0 2 2 0 2 1 1 1 2 3 0 authentiek 5 6 4 5 5 4 5 5 5 4 4 6 5 5 6 4 8 4 7 8 4 8 av“ntuurltjk 1, 3 1 1 1 0 0 1 0 1 1 2 0 1 3 0 2 1 3 3 2 2 CD belachelijk 1 2 3 3 3 2 2 3 3 3 4 2 2 2 A 2 3 2 3 ? 2 4 bemoelerig 3 2 2 3 3 2 2 1 3 2 3 2 2 3 0 3 0 3 0 1 2 0 bewonderenswaardig 4 7 3 5 4 2 2 3 2 4 6 7 3 4 8 3 8 3 8 5 5 7 boeiend 4 11 3 4 4 6 4 4 4 4 9 3 4 12 6 8 4 11 11 4 8 chique 3 2 4 3 3 2 2 4 4 4 1 3 3 3 1 4 2 2 1 0 4 0 cool 5 4 6 6 “ 4 5 6 5 6 2 3 5 5 2 5 3 5 3 3 6 2 degel 1 j k 11 3 is 13 14 13 13 14 12 15 a 4 11 11 2 11 4 9 4 3 is 1 doods 10 2 12 11 13 10 11 11 13 12 11 B 13 11 6 10 3 12 7 5 10 6 doordacht 14 19 il il 10 14 14 12 13 12 15 17 14 14 16 14 13 11 13 17 12 Is drDge humr il 14 6 4 4 9 9 5 9 4 9 7 8 9 10 10 7 2 a 14 5 7 0 dromerig 1 1 1 1 1 1 1 1 1 1 1 2 1 1 0 1 1 1 0 0 1 0 1 lu droog 19 9 13 12 15 17 18 12 17 15 10 8 17 16 7 18 B 10 7 10 12 7 droonwereldje 1 1 1 1 1 1 l 1 1 1 2 3 1 1 1 1 3 1 2 2 1 3 druk 2 2 1 0 0 2 2 1 2 1 0 1 1 1 1 2 0 0 0 2 1 0 dubbelzinnig 4 5 3 2 2 4 4 3 3 3 3 4 4 4 5 4 3 3 3 5 a 6 duf 9 3 9 le Il Il il 9 13 9 9 6 10 9 4 9 4 il 4 3 a 4 duldel Ijk 23 18 23 25 24 24 23 22 24 2~ 22 19 22 24 19 24 17 24 )6 19 24 18 NI dynamisch 2 6 2 2 2 2 2 2 2 2 3 4 2 2 7 4 3 2 5 “ 2 4 Ni echt jezelf zljn 2 3 1 1 1 1 1 1 1 1 1 2 1 2 2 1 1 1 3 3 2 1 eenvoudig 26 11 23 24 26 24 26 22 26 24 18 12 2s 23 12 2 q 12 23 13 13 23 10 eenzaam 7 1 6 5 6 6 5 6 6 6 4 2 6 6 4 7 4 3 5 2 5 5 egocentrisch 3 2 3 3 3 3 3 3 3 3 3 2 3 3 1 3 1 3 1 2 3 1 P* eigen interpr. moq. 9 14 7 6 7 9 9 6 8 8 13 13 10 9 16 9 y 8 il 15 8 14 tlegant 4 3 3 5 4 2 2 3 3 4 3 5 4 4 3 A 4 3 3 4 4 3 eng 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 0 0 0 1 0 0 1 1 Cr 0 0 1 0 0 CD erotisch 0 1 0 0 0 0 0 0 0 0 0 1 0 0 1 0 0 esthetisCh 9 il 9 7 7 9 9 9 9 9 10 13 9 9 12 9 12 9 13 il. 10 13 -… exotisch 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 MarketResponse CD VSZ6ttOOG CL TABEL 2/2 ADVERTISING PROFILING PJ.92.503~981 (28-OCT-92) 0 BEOORDELING ADVERMITIE oasis. Aile respondenten. ADVERTENTIE YLAH. 20111 Go TJG YEAH. BORN AMERI. SMAAK- DROMEN DEI[ T.K. 70 5 CEN- VRIJ- GON. viiii REDE- YEAK GEEF IN THE CAM VOLLE IN 0,017 AMERI- THINK LET'S AANG- LAAT OVER BIET- TURY 57ARS HEIDS- WHAI A COLUM- THE NEN ... TOE USA TOP 20 ADV ROOK M2 100% KAAR BIG SPEND EB. UlEis ROOD SERS BOX AND Ls BEELD NIGHI Bus WIND TOTAAL RESPONDENTEN 790 841 728 729 754 748 762 ~4I 782 M7 775 809 765 770 835 797 668 712 771 833 755 760 CD (a fantaslevol 8 20 5 6 6 9 10 7 8 … 12 16 8 9 18 8 15 8 18 19 6 18 tu fasclnerend 6 9 3 3 3 6 5 3 5 3 5 10 4 5 il 7 5 4 6 9 5 8 f lauw “ 4 7 e 8 6 6 7 9 7 5 3 7 7 4 7 4 9 4 5 6 2 flets 8 3 8 8 9 7 7 9 9 8 3 4 7 8 2 8 2 8 2 1 8 2 flitsend 0 7 1 1 1 0 0 1 0 1 3 5 1 1 6 2 4 3 3 5 2 3 CD functioneel 16 12 18 17 18 17 17 16 16 19 12 10 15 16 il 17 10 16 9 il 18 9 gaaf 4 7 4 5 5 4 4 4 4 4 5 7 3 3 7 5 5 4 6 8 4 6 geborgenheid 1 1 1 1 1 2 2 1 1 1 1 0 1 1 2 1 1 1 2 1 1 1 gedistingeerd 5 6 6 5 5 7 7 5 5 6 2 3 4 4 4 5 3 s 3 3 7 3 CD geheimzinnig 1 5 1 1 1 1 1 1 1 1 4 5 1 1 4 1 2 2 4 4 2 6 (A geiniq 5 18 2 3 3 3 4 3 2 3 9 11 4 5 16 4 12 6 13 15 4 15 gel* 0 0 0 0 0 0 0 0 0 0 0 .0 0 0 0 0 0 0 0 0 0 0 gemoedelijk 3 1 2 2 2 3 3 2 2 2 2 2 2 3 2 2 1 2 3 2 3 2 m gewoon 9 2 8 7 9 8~ 9 8 9 7 7 4 10 7 5 a 3 8 4 4 7 5 CD gerapig 2 1 2 3 4 2 2 3 4 2 1 1 3 3 1 2 3 4 2 2 2 2 0 gezellig 2 4 0 0 0 1 2 1 0 1 3 2 1 0 3 2 2 0 4 5 0 3 goedkoop 8 1 9 8 9 7 7 9 10 a 5 3 6 9 1 B 3 9 2 1 8 2 e gra ppig “ 13 3 3 3 5 5 4 4 4 7 7 1 b 12 5 e 2 il 13 4 10 heldhaftig 0 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 1 2 0 0 0 herkenbaar 13 9 12 12 12 14 14 12 13 12 il 9 13 13 8 13 9 12 8 8 12 a su het gaan raken 2 2 1 1 2 2 2 1 2 2 1 3 1 2 2 2 2 1 1 2 1 1 hmor i st 1 sch 5 11 2 2 2 4 4 3 3 3 5 5 5 5 8 5 6 2 5 10 2 5 lndividU41i$tt$Ch 7 7 6 7 7 7 7 6 ? 6 7 8 7 7 7 7 6 7 7 10 6 6 0 ingewikkeld 2 3 2 2 2 1 2 3 3 2 3 5 3 3 6 2 3 2 6 6 2 6 CL Intelligent 5 z 5 4 4 6 6 5 6 5 6 5 6 6 4 7 4 4 7 4 5 5 11) Interessant 4 7 2 2 2 2 2 2 2 2 5 5 3 4 6 3 6 2 8 8 4 7 N… Intriqerend 3 6 3 2 2 3 2 2 2 4 3 8 3 4 6 4 5 3 7 5 5 5 jong 2 6 4 3 3 4 3 4 3 5 3 6 2 2 5 4 3 2 4 6 4 kinderlijk 0 3 2 .2 2 1 1 0 1 2 3 0 0 0 2 1 1 1 1 4 1 C) kleurig 3 6 3 3 3 2 2 3 3 3 4 a 3 3 7 3 4 3 6 7 3 5 n kleurloos 13 8 13 14 14 13 13 14 14 14 13 10 14 13 10 13 10 14 10 9 13 11 @-* knus 1 2 1 2 2 t 1 1 1 1 2 2 1 1 1 1 0 2 1 2 1 0 0 koud 14 2 13 13 14 13 13 15 11 IS 10 a 14 13 4 13 2 13 3 2 ls 5 Cr krachtig 3 7 5 6 5 4 4 5 4 5 5 8 3 3 6 5 7 5 B 6 6 s lel ijk 4 3 5 5 5 5 5 5 5 6 6 3 5 4 3 5 3 5 5 5 4 4 leuk il 15 8 9 8 9 1 7 8 10 il 17 9 10 17 il il 8 13 15 0 VABEL 2/3 ADVERTISING PROFILING PJ.92.503.981 (28-OCT-92) 06 BEOORDELING ADVERTENTIE Basis: Alle respondenten. I 0 ADVERTENTIE TWIN. YEAH. 20 H GONE TIG YEAH, BORN AMERI- SMAAK- DROKEN DEZE T.K. 20 5 CEN- VRIJ- 0011. Willi REDE- YEAH GEEF IN THE CAN VOLLE IN 0,017 AMER[- THINK LET'S AANG- LAAT OVER BIET- TURN STARS HEIOS- WHAT A COLUM- THE HEN ... TOE USA TOP 20 AOV ROOK M2 100% KAAH BIG SPEND Es. HIETS ROOD SERS BOX AND LS BEELD NIGHT Bus WIND -h 0 IOTAAL RESPOIADENTEN 790 641 726 729 754 748 762 741 7B2 767 775 809 765 770 835 797 668 712 771 833 755 76D mannelljk 2 3 3 2 2 2 2 3 2 3 1 2 3 3 3 2 1 1 3 3 3 1 melig 3 7 4 5 5 5 5 4 4 4 6 4 4 3 7 5 4 S 5 6 3 5 mistroostig 4 1 3 3 3 3 3 4 4 3 4 4 5 4 2 4 1 3 2 2 3 3 im modern 12 * 21 11 10 10 13 12 11 11 12 11 20 12 11 19 13 16 10 16 18 11 18 moo 1 3 6 2 2 2 3 3 2 3 2 5 9 3 3 1 4 5 3 5 6 3 7 mooie kleuren 4 6 3 4 3 3 3 3 3 4 6 8 4 4 7 4 4 4 5 7 5 1 6 (D mysterieus 1 3 1 1 1 2 1 1 1 1 3 7 1 1 3 2 1 1 3 2 1 5 Piet echt serieus 3 5 3 2 2 5 4 1 3 3 7 0 3 3 4 3 2 1 ? 7 2 4 Piet reee) 1 4 1 1 1 1 1 1 1 1 4 4 1 1 5 1 4 2 5 5 1 5 0 no nonsense 9 8 9 8 8 8 10 9 10 a 5 8 10 9 9 9 6 7 9 7 a a (1) nonchalant 2 6 1 1 1 2 2 1 2 1 2 5 1 1 1 4 2 4 1 2 5 1 3 nuchter 18 5 15 14 16 16 is 14 17 16 12 7 15 14 4 17 7 13 5 6 16 3 on begr i j pel I j k 2 2 2 2 2 2 2 3 2 2 3 5 2 2 4 2 1 2 1 1 ? 5 onecht 4 5 3 3 4 4 4 3 3 3 5 3 3 3 9 2 4 3 5 6 3 7 ongewoon 5 17 3 2 2 5 5 2 3 3 8 12 4 4 Is 5 9 7 10 is 3 is ongrijpbaar 0 3 0 1 1 0 1 1 1 0 3 3 1 1 2 0 2 2 4 1 0 3 in onschuldig 1 2 0 0 1 1 2 0 2 0 4 1 2 1 3 1 0 1 1 2 0 2 ontspannen 3 1 3 2 2 3 3 3 3 3 0 0 3 3 2 3 1 1 1 0 2 1 onwerkelijk 4 7 4 5 5 5 5 4 4 4 5 7 4 4 5 4 6 6 5 5 4 6 onzinnig 2 1 3 3 3 3 3 4 3 3 3 2 3 2 4 3 1 3 2 2 2 3 opdringerig 9 4 10 9 10 7 7 10 it 10 4 3 9 8 ? 9 2 9 2 2 9 2 0 4 14 2 opperviakkig 13 2 is 14 is 13 13 14 is is 8 2 13 14 3 13 5 is 4 opvallend 7 22 9 8 a a 8 8 8 9 Is 20 8 9 21 8 14 12 20 21 8 21 opwindend 0 3 0 0 0 0 0 0 0 0 0 3 0 0 4 0 0 a 1 3 0 1 911) origineel 6 21 2 2 2 5 5 a 5 3 10 13 6 6 19 6 12 3 17 20 2 17 ouderwets 6 1 6 6 6 6 6 7 6 6 3 1 7 6 2 6 1 7 1 2 6 2 overdreven 2 2 1 3 3 2 2 1 2 2 3 2 1 1 3 1 4 3 3 5 2 3 pakkend 6 Is 2 3 3 5 6 4 6 3 8 13 6 6 13 6 11 5 10 13 3 10 pretentieus 4 4 4 4 5 3 5 4 5 3 2 3 4 3 3 3 4 5 3 2 3 2 raar 4 10 2 2 2 3 3 3 3 2 5 5 3 3 a 3 5 2 6 a 2 9 relaxed 4 6 2 2 2 4 3 2 3 2 5 5 2 3 7 4 4 1 6 7 3 6 0 romantisch 1 1 2 1 1 1 1 2 1 2 0 2 1 1 2 1 1 0 2 1 2 0 0 0 54. ruig 0 2 1 2 2 0 0 1 0 1 1 2 0 0 2 0 0 1 2 3 1 0 rustig 14 8 15 14 14 is 15 15 15 14 12 10 13 14 7 13 9 11 9 7 13 9 saal is 4 13 is 17 14 16 16 17 15 13 7 16 14 4 13 5 17 6 5 14 7 Cr sensueel 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 0 0 0 1 0 0 1 (D ppeal 1 2 1 1 1 1 1 1 1 1 2 2 1 1 1 1 1 2 0 1 1 I s OX8 sfeerloos 20 4 17 18 19 17 19 19 20 19 10 a 20 19 3 18 7 18 4 3 18 6 harketResponse 9SZ61100S TABEL 2/4 ADVERTISING PROFILING PJ.92.503.9BI(28-OCT-92) CL DEDORDELING ADVERTERIIE Oasis. Aile respondenten. ADVER71IME TWIN- YEM. Mil GONE TIG YEAN, BORN AHERI- SMAAK- DROMEU DEI[ 'F.K. 20 5 CEH- VRIJ- OOH, Willi REDE- YEAH GEEF IN THE CAN VOLLE 111 0.017 AMERI- TIIIIIK LET'S AANG- LAAT OVER BIET. TURY STARS IIEIDs- WIIAT A COLIIM- POE MEN ... IOE USA TOP 20 ADV ROOK M2 100% KUN BIG PEND EU. NICTS ROOD SCRS M AtiD US BFEIP NIGIIT titis Wilin TOTAAL RESPONDIENTEN 790 841 728 729 754 748 762 741 782 767 775 809 765 770 835 797 666 ?12 771 833 755 760 sfeervol 3 6 2 2 2 2 2 2 2 2 2 6 2 3 5 2 5 2 “ 6 3 5 CD simpel 22 13 23 22 24 21 23 22 24 24 15 10 22 22 10 20 15 19 12 11 23 9 s 1 echt 4 1 6 6 6 4 5 7 6 6 3 1 5 5 1 4 2 5 3 3 5 1 smaakvol 3 5 1 1 1 2 3 2 1 2 2 6 2 2 6 2 5 1 5 6 1 7 snel 2 3 2 2 2 2 2 3 2 3 2 1 2 2 3 4 1 2 2 2 2 1 Ipannend 3 4 3 1 1 3 2 2 2 3 2 5 2 3 5 3 2 1 4 4 4 3 1pontaan 5 6 3 3 2 4 4 3 4 4 3 6 5 5 5 5 4 2 4 5 4 4 sportief 1 1 1 1 1 1 1 1 1 1 0 1 0 0 1 1 0 0 1 1 1 0 spraakmakend 7 12 6 5 4 4 4 6 6 9 5 7 ? il 8 9 6 10 12 8 sprekend 6 10 6 6 6 5 5 5 6 5 8 7 5 6 9 7 10 6 12 10 1 ltijlvol 4 il 6 8 8 5 4 6 4 6 10 10 A 4 il 6 Il 8 il 9 6 10 stoer 0 2 2 2 2 0 0 2 0 2 2 1 0 0 2 0 2 2 3 2 2 1 1 trak 23 13 23 22 24 19 20 23 23 24 is 19 21 23 12 22 12 20 9 il 24 il lucces 1 0 2 1 1 1 1 2 1 2 2 0 1 1 0 1 3 2 2 0 2 1 te mai 0 0 0 0 0 0 0 0 0 0 0 0 D 0 0 0 0 0 0 0 0 0 M traditioneel 6 1 6 6 7 5 7 6 7 6 2 0 7 6 1 5 0 6 0 1 5 0 CI) trendy 3 9 3 2 2 2 1 4 3 4 3 5 3 4 9 4 5 1 6 a 4 5 su treurig 1 0 0 0 0 1 1 0 1 0 2 2 1 1 2 1 0 0 2 0 0 2 M trutti~ 3 1 4 4 5 4 5 5 4 4 4 1 5 3 2 3 1 4 2 1 4 0 vaa 3 3 3 2 3 3 2 2 3 3 5 5 2 3 6 3 5 3 6 4 3 3 2 3 3 3 2 2 3 3 3 4 3 3 3 2 3 3 2 4 1 2 5 0 vernieuwend 8 16 5 6 6 6 7 6 7 5 il il 9 10 14 8 il 7 12 13 6 14 tu verwarrend 0 1 0 0 0 0 0 1 0 0 5 4 0 0 4 0 1 1 3 4 0 5 m vluchtiq 8 5 9 10 9 a 8 9 10 10 6 5 9 10 8 5 9 6 3 9 5 lu vooruitstrevend 3 9 1 4 3 3 2 2 2 1 5 il 3 3 10 4 10 5 6 Io 2 a CL vriendeljjk 7 4 4 4 3 6 6 4 5 s 3 5 6 7 3 7 3 3 3 3 6 3 vrijblijvend S 3 4 s 6 5 8 5 6 3 4 4 4 3 6 3 3 3 5 4 3 6 vrfjheld 1 4 0 0 0 0 0 0 0 0 0 3 0 1 3 0 2 0 3 3 1 1 vrolijk 6 8 1 2 1 3 3 2 2 3 3 5 5 5 7 5 4 1 s 7 3 5 waardeloos 6 2 7 6 6 5 6 7 7 6 4 3 6 5 1 5 2 5 3 3 5 2 wam 0 1 0 1 1 0 0 0 0 0 2 2 0 0 2 0 1 2 2 2 1 1 yuppie 1 z 1 0 0 2 2 1 1 1 2 1 1 1 1 1 1 0 1 1 1 1 zachtaardig 1 1 1 2 2 1 1 1 1 1 1 1 1 1 0 1 0 2 0 1 1 0 @-* Zakel Ijk 11 2 10 9 10 9 7 9 10 10 6 1 9 9 1 il 3 5 1 1 9 1 0 zelfverzekerd 3 3 5 6 6 4 4 4 5 5 7 5 3 3 4 5 4 6 4 4 4 4 Cr 10etsappig 3 0 2 2 2 3 3 2 3 2 1 1 2 2 0 3 0 2 0 1 2 0 CD zorgoloci 3 2 4 2 2 4 3 3 4 4 ? 3 3 2 4 1 2 3 ? 4 3 KorketResponse 12 IL CHECKLIST QUALITATIVE RESEARCH Ln MarketResponse CD CD CD BATCo document for Legal Services : Health Canada 22 October 1999 paginal CHECKLIST Projectnummer : 003-773 Onderwerp : verbatim generatie t Data : dinsdag 15 en woensdag 16 september 1992 Methode : groepsdiscussie (n-9 per groep) Doelgroep : rokers, 1. Introductie Uitleg doel van het onderzoek, duur en werkwijze, aanwezigheid van vi deo- apparatuur, gespreks1ciding bestaande uit 2 personen etc. 2. Voorstelronde Deelnemers stellen zich in groepjes van twee aan elkaar voor en daarna voigt een plenaire voorstelronde 3X warming-UP Introductie van de werkwijze, enthousiasme cre‰ren, voorbereiding op uiteinde- Iijke discussie door rniddel van een oefening, het vormen van drie groepen. In-oefenen per groep van cen van de drie egoposities (n=3 per egopositie k-ind, volwassene, ouder). Oefenproject: samenstelling van een maaltijd. Na deze oefening maakt men een keuze voor een van de egoposities. Deze keuze wordt gemaakt door een stoel te kiezen die bij de egopositie hoort (zitzak bij kind; rechte stoci bij volwassenc, luie stoel bij ouder). 3B. Intensieve inleving in de egopositie Door middel van een geschreven iristructie bereidt elk van de drie groepJes zich 0- voor op cen intensieve inleving in de rol. Zo nMg wordt nadere toelichting gegeven door de gespreksleiders. 4. Evaluatie van de ad's (verschillende brands waaronder enkele ad's van Lucky Strike) I Gestart wordt met een groep in het spotlicht te plaatsen en deze groep verschil- lende clusters van de geselecteerde advertenties te laten beoordelen vanuit de ingeoefende egopositie. De overige groepen zijn toehoorders en mogen geen commentaar op de evaluatic leveren. Vervolgens komen de overige twee groepen afzonderlijk aan de beurt. LTI C=) C:) -10 r%j Ln 1.0 BATCo document for Legal Services : Health Canada 22 October 1999 ETI M W11 N N#7 M I pagina 2 De advertenties worden ‚‚n voor ‚‚n getoond en besproken en ten slotte kan er op het gehele aanbod gercageerd worden. De eerst getoonde advertentie wordt gebruikt ais proef orn het rolgedrag; uit te proberen en bij te stellen. Voorbeeld van de toegepaste vraagtechnick voor egopositie kind: Per advertentie: - als 8-jarigen gaan-jullie reageren op deze advertentie, wat doet deze adver-ten- de met je, welke sfeer en gevoclens stralen ze voor jullie uit - welke woorden komen het eerst in juilie op wanneer jullie deze advertentie(s) zien - welke sf‚er en gevoelens geeft de advertenties over het merk- cri de sigaret- ten, welke kleuren en vormen komen daarbij in jullie fantasie naar voren la - behalve in woorden k-unnen jullie je ook in gedrag uiten,ik toon jullie een aantal platen hoe andere mensen zich k-unnen uiten, hoe gaan jullie je uiten bij het bekijken van deze advertenties, wat willen juilie hiermee tot uiting brengen, welke emotie is dit Totale aanbod: - welke advertentie vocit het beste aan en waardoor Egopositie votwassene: Per advertentie: . ais beoordelaars gaanjuilie naar deze advertentie kijken, hoe k-omen deze op jullie over . wat geven ze weer, wat is jullie opgevalien, waar kijken jullie het eerst naar - hoe ziet ze er-uit, wat voor soort advertentie is het . hoe komt de tekst en de pIaat over wat is de boodschap van deze advertentie hoe zou ze door rokers/niet rokers ontvangen worden welke indruk geeft ze van het merk, welke indruk- van de sigaretten (zwaarte, smaak, rookgenot, voldoening, prijs) Totale aanbod- - ais de verschillende advertenties met elkaar vergeleken worden, wat valt dan op - welke spreekt het minst, meest aan, oordeel - welke advertentie zal het meest effect hebben om rokers voor dit nierk- over te haien (-M CD 1.0 r'.) CI% CD BATCo docurnent for Legal Services : Health Canada 22 October 1999 M111WEIMI-MIR mW pagina 3 Egopositie ouder: Per advertentie: - ais oudercommissie gaan jullie naar deze advertentie kijk-en, hoe komt ze op juilie over . welke woorden komen ais ouders direct in jullie op - wat keuren jullie erin goed, wat keuren jullie af en waarmee heeft dat te maken - hoe ervaren jullie de tekst en vervolgens de plaat - welk positief/negatief effect kan deze advertentie op anderen/jongeren hebben en wat zouden we crover tegen hen meedelen - wat bereikt het rnerk errace door zich op deze manier te presenteren, wat zegt het over de sigaretten Totale aanbod: - als de verschillende advertenties met elkaar vergeleken worden, welke kan dan het meest/rninst de goedkeuring wegdragen en waardoar 5. Evaluatie van de campagne "Nothing Else" Volgens dezelfde procedure als onder item 4 beschreven vindt. een evaluatie van de totale Lucky Strike campagne plaats. 6. Korte pauze 7. Groepsdialoog met betrekking tot de Lucky Strike campagne Voor dit onderdeel worden de drie groepen bij elkaar geplaatst in het midden van de zaal, de egopositie blijft gehandhaafd door de biibehorende stoelen en attributen mee te nemen. a De pro's en contras van de gehele campagne worden verk-end door de groepen op elkaar te laten reageren. Vervolgens kr~gt iedere groep de opdracht om de andere grcepen over te halen tot de eigen zienswijze- Besloten wordt met het gezamenlijk discussi‰ren over de ¯ideafe Lucky Strike campagnd'. Ln CD t'Ili CYI% BATCo document for Legal Services : Health Canada 22 October 1999 Pagina 4 Per groep: . welke van de drie groepen zai zich het meest tot de campagne of bepaalde clusters uit de campagne aangetrokken voelen, waardoor k-ornt dat, hoc past deze campagne of cluster bij hun karakter, persoonlijkheid wat gaat deze groep, vertellen om de andere groep(en) over te haien om deze campagne of cluster te waarderen wat is de reactie daarop van deze groep(en) (voigens de egopositie) 1 - wat zou er mocten veranderen om deze groep(en) ook aan te spreken, dat wil zeggen: hoc zouden ze volgens het kind moeten voelen, wat zouden ze volgens de volwassene moeten bereiken/effect en wat zou er voigens de ouder getoond moeten worden (plaat, tekst, indeling). Ilidens de rolienspelen wordt er nooit naar een verklailng geyraagd waarorn bepaalde woorden, gedragingen ivorden geuit Desensitisatie van de egoposities Bespreking en afstand nemen van de gevoclens die de rollenspelen bij de respondenten te weeg hebben gebracht. 9. Bedanken en affluiten. un CD BATCo document for Legal Services : Health Canada 22 October 1999 IIL QUESTIONNAIRE QUANTITATIVE PHASE 0 0., c-n MarketResponse CD CD 1~0 K.) 01% LA BATCo document for Legal Services : Health Canada 22 October 1999 ONDERWERP: ADVERTISING PROFILING PROJECT: 92-503.981 OPDRACIITGEVER: BAT NEDFRLAND VRAGENLUST 14 OKTOBER 1992 Te ondervragen personen: - rokers filtersigaretten, min. 10 p/d, max 30% RYO - 50%-50% m/V - 18-35 jaar - merk quota - n=40 respondentnummer: I I I I 1~ 1. Nht/W-gegevens: NAAM RESPONDENT: ADRES: WOONPLAATS EN POSTCODE, TELEFOONNUMMER: DATUM INTERVIEW: 0 MarketResponsc ~.0 BATCo document for Legal Services : Health Canada 22 October 1999 2. INTRODUCTIE: Goedemorgen/-middag, ik ben van MarketResponse Amersfoort BV. Wij ziin cen onderzoekbureau dat onderzock verricht op allerlei gebieden. Momenteel doen wij cen onderzoek naar advertenties v garetten. We zullen cen groot aantal advertenties gaan bekijken en aan de hand van =rijvingen die we uit eerder onderzoek hebben geliaald, bcoordelen. We schatten dat het onderzoek ongeveer een uur in beslag zal nemen. Om te beginnen laat ik u een heleboel advertenties voor sigaretten zien. Kijkt u er maar eens rustig naar. LNQ.: - LAAT RESPONDENT VE ALGEMENL ADVLR'1'1-,N'I'IES (SE'r 1) ZILN; LEG ZE ItIN VOOR tgN VOOR - GEEF VOLDOFNDE TIJD OM DE RESPONDENT FEN INDRUK TF LATEN KRIJGI-'N VAN ALLE VERSCHILLENDE MI,.RKFN EN PLATEN Zoals u ziet zijn er allerlei verschillende adveriencies; aunwezig. Sommige lijken sterk op 0 elkaar, terwijl anderen weer totaal antlers zijn. Zou u deze advertenties eens in twee of meer groepen willen splitsen, waarbij u de adver- tenties die u bij elkaar vindt passen, bij elkaar in 66n groepje legt? U mag het helemaal op uw eigcn Manier doen, er is geen "goede" Of 10LIM" indefing. Is dit voor u duiddlijk? Probeeri u maar! ENQ.: - LEG EVENTUEEL VERDER UIT TOTDAT DE RESPONDENT DE BEDOELING VOLLEDIG BEGRIJI'T INDIEN DE RESPONDENTS GROEPJES OF MINDFR IIEEFT GENIAAK'I' U heeft nu cen aantai groepen gernaaki. Zou u de indeling nog cens goed willen bekijke of u sommige groepjes misschien nog verder kunt verdelen? U hoeft ze uireraard niet ve der ce splitsen ais u zo tevreden bent, maar het mag wel. ENQ.: - CEEF DE RESPONDENT VOLDOENDE GELEGENHEID OM DE GEMAAKTE INDELING (INDIEN GEWENST) AAN 'rE PASSEN ENQ.: - HET IS ECHTER NIET DE BEDOELING DAT ALLE ADVERTENTIES APART KOMEN TE LIGGEN! We hebben nu een aantal groepjes met advertenties die bij elkaar horen. Kijkt u de indeling nog cen keer over of het inderdaad klopL Nu mag u nog icts veranderen, stmks kan dat niet meer. Als u tevreden bent met de indeling, wilt u dan per groepje de advertentie die u het meest karakieristiek vindt voor het groepje, bovenop leggen? ENQ.: - LEG BIJ ELKE GROEP EEN LETTER NEER - NOTEER DFFINITIEVE INDBLING. IN SCIIEMA',S IA F.N EVT. 11; DOOR IIET OMCIRKELEN VAN DF CODES Ln MarketResponse 2 NO 0% LrI BATCo document for Legal Services : Health Canada 22 October 199-9 Scherna IA: Groepsindeling algerneen (A) Groep A a C D E F G H I J K L M N Advertentie: 1 0. Barclay 1 2 3 4 5 6 7 & 9 1011121314 1. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 2. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 4. Belinda 1 2 3 4 5 6 7 8 9 10 11 12 13 14 5. Benson&Hedges 1 2 3 4 5 6 7 8 9 10 11 12 13 14 6. Benson&Hedges 1 2 3 4 5 6 7 8 9 10 11 12 13 14 7. Benson&Hedges 1 2 3 4 5 6 7 8 9 10 It 12 13 14 8. Caballero 1 2 3 4 5 6 7 8 9 10 11 12 13 14 9. Camel Mild 1 2 3 4 5 6 7 8 9 1011121314 10. Came] 1 2 3 4 5 6 7 8 9 10 11 12 13 14 0 11. Camel 1 2 3 4 5 6 7 8 9 10 11 12 13 14 12. Chesterfield 1 2 3 4 5 6 7 8 9 10 It 12 13 14 13. Dunhill 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14. Gauloises Bloods 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15. Gladstone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16. Gladstone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 17. Gladstone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 18. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 1-1 14 19. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 20. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 21. Lucky SLrike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 22. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 23. Marlboro Lights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 24. Marlboro 1 2 3 4 5 6 7 8 9 10 11 12 13 14 25. Marlboro 1 2 3 4 5 6 7 8 9 10 11 12 13 14 26. Pall Mall Export 1 2 3 4 5 6 7 8 9 10 11 12 13 14 27. Pall Mail Export 1 2 3 4 5 6 7 8 9 10 11 12 13 14 28. Ph.Morris Lights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 29. Ph.Morris 1 2 3 4 5 6 7 8 9 10 11 12 13 14 30. Pt. Stuyvesunt 1 2 3 4 5 6 7 8 9 10 11 12 13 14 0 3 1 . Roxy Dual 1 2 3 4 5 6 7 8 9 1011 121314 32. Tivoli 1 2 3 4 5 6 7 8 9 1011 121314 33. West 1 2 3 4 5 6 7 8 9 1011 121314 34. West 1 2 3 4 5 6 7 8 9 1011 121314 35. Winston 1 2 3 4 5 6 7 8 9 1011 121314 Lri CD P-) Gr% Cr*, BATCo document for Legal Services : Health Canada 22 October 1999 Schema 113: Groepsindeling algemeen (B) Groep 0 P Q R S T U V W X Y Z AA BB Adverteritie: 0. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 2. Barclay 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3. Barclay 1 2 3 4 5 6 7 8 9 1011 121314 4. Belinda 1 2 3 4 5 6 7 8 9 10 11 12 13 14 5. Benson&Hedgcs 1 2 3 4 5 6 7 8 9 10 11 12 13 14 6. Benson&Hedges 1 2 3 4 5 6 7 8 9 10 11 12 13 14 7. Renson&Hedges 1 2 3 4 5 6 7 8 9 10 11 12 13 14 8. Caballero 1 2 3 4 5 6 7 8 9 1011 121314 9. Came] Mild 1 2 3 4 5 6 7 8 9 1011 121314 10. Camel 1 2 3 4 5 6 7 8 ( 10 It 12 13 14 11. Camel 1 2 3 4 5 6 7 8 9 10 11 12 13 14 is 12. Chesterfield 1 2 3 4 5 6 7 8 9 10 11 12 13 14 13. Dunhill 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14. Gauloises f3londs 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15. Gladstone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16. Gladstone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 17. Gladstone 1, 2 3 4 5 6 7 8 9 10 11 12 13 14 18. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 19. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 20. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 21. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 22. Lucky Strike 1 2 3 4 5 6 7 8 9 10 11 12 13 14 23. Marlboro Lights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 24. Marlboro 1 2 3 4 5 6 7 8 9 10 11 12 13 14 25. Marlboro 1 2 3 4 5 6 7 8 9 10 11 12 13 14 26. Pall Mall Export 1 2 3 4 5 6 7 8 9 10 11 12 13 14 27. Pall Mall. Export 1 2 3 4 5 6 7 8 9 10 11 12 13 14 28. Ph.Morfis Lights 1 2 3 4 5 6 7 8 9 10 11 12 13 14 29. Ph.Monis 1 2 3 4 5 6 7 8 9 10 11 12 13 14 30. Pt. Stuyvesant 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3 1. Roxy Dual 1 2 3 4 5 6 7 8 9 1011 121314 32. Tivoli 1 2 3 4 5 6 7 8 9 10 It 12 13 14 33. West 1 2 3 4 5 6 7 8 9 1011 121314 34. West 1 2 3 4 5 6 7 8 9 1011 121314 35. Winston 1 2 3 4 5 6 7 8 , 9 10 11 12 13 14 Mark-ciRespowic 4 C:) ON --j BATCo document for Legal Services : Health Canada 22 October 1999 Zo, nu pan we verder met deze groepjes. Ik ga u nu woordjes oplezen die we in gesprekken met andere mensen hebben verzameld toen we het over deze advertenties hadden. Wilt u me per woord dat ik u oplees aungeven, bij welke van de groepjes advexienties u het vindt passen? Voor de duidelijkheid wil ik eersi een voorbeeldje geven: Ik noern u bijvoorbeeld het woord ROMNIELIG. Stel: u vindt "rommelig" bijvoorbeeld passen bij de advertenties uir de groepjes A, C en D. Het enige wat u dan hoeft te docn is mij de letters; van dezc grocpjes te noemen, dus A, C en D. Het kan zijn dut u een woordje bij geen van de groepjes vindt passen, of j uist bij aile grcepjs even goed. Ook dat kan u me gewoon verrellen. Het is dus niet de bedoeling dat u aarigeeft bij welke advertenties bijvien een groepje het woord past, maar alleen bij welke groepjes als geheel het woord past. Is dit duidelijk? ENQ.: - LET EROP DAT DE RESPONDENT DE GROFPJES BEOORDEELT, EN NIET PRAAT OVER PPN ENKELE ADVERTENTIE BINNEN EEN GROEPJE; HERHAAL EVT. TIJDENS HET INTERVIEW NOGINIAALS DAT IIET GAAT OM Die, GROFPJES ALS GLIIEEL - LEES DE WOORDJES IN WISSFLENDE VOLCORDE OP - NOTEER HEI' ANTWOORD DMV EEN KRUISJE IN DE KOLOM VAN DE GROEIMES WAAIZ HET WOO(ZD MJ PAST (SCIIEMA 2) Ui MarkeiRr'spon.w CD %0 PQ 01% Co BATCo document for Legal Services : Health Canada 22 October 1999 SCHEMA 2: BEOORDELING ALLE ADVERTENTIES Groep 1 AI BI CI Dl El FI G 1 HI Il JI MI N Woordjes: aantrekkelijk absuw actief Amerikaans angstaanjagend apan arrogant autheniiek avontuurfijk _ A B C D E F G H 1 J K L M N belachefijk _ bemoeieng bewonderenswaardig boeiend chique 77- 1 cool degelijk doods doordacht droge humor A B C D E F G H 1 J K L M N dromerig droog (irrioMwercidie druk dubbelzinnig duf duidelijk dynamisch echcjezelf z~n eenvoudig A B C D E F G H 1 J K L M N cenzawn egocentrisch eigen interpretatie mogeWk elegant eng U¯l CD Miu-ketRespi)nse CD a,- -10 BATCo document for Legal Services: Health Canada 22 October 1999 Groep 1 AI BI CI Di El FI GI Hl 1 1 JI KI M 1 N Woordjes: crodsch esihetisch exotisch fantasievol fascinerend flauw flets flitsend - - - - f—r1c~–neeJ A B C D E F G 1-1 1 J K L M N ,gedistingeerd 0 ge~,cimzinnig gc~nhz œ,C!uk -- 1 - ge-noedelijk gewoon œ=Dlg goedkoop A B C D E F G H 1 J K L M N heldhaffig hei-kenbaar het 2aan maken humoristisch individualistisch inzewikkeld intelligent int=rssant intri2erend jour _kinderfijk kjeurig -kletaloos knus Ln CD M.UŒ~utl~CSI)OIlse 7 CD BATCo document for Legal Services: Health Canada 22 October 1999 Groep j AI BI CI Dl El FI GI HI 1 1 L MI N Woordjes.- koud krac~1g lefijk leuk maal-- nieuwsgieng manri~Ujk Meli2 mistrc.osti_g Mocien A B C D E F G H 1 J K L M N, mooi mooit kleuren mysoc:ieus niet cz:it serieus nier no nensense nonc,linlant nuch= onbep~jpe1ijk onecha A B C D E F G H 1 J- K L M N, onge-woon 1 - 1 1 1 1 ongiijcbaar onschuidig ontspanrten onwe.:elijk 1 onzinniz opdrin-gerig oppervia-kkig opvallerd opwin&nd originoel ouderw-ets overdreven Ipakkend 1 pretentieus un C> CD %D r'l-) -.… 00 BATCo document for Legal Services : Health Canada 22 October 1 7*u Groep IAIBICIDIEIFIGIHIIIJIKIL MIN-] Woordles: raar relaxed romantisch ruj g rustig saw sensueel sexappeal sfeerloos sfeervol simpel slecht smaak-vol snel spannend sponcaan sportief spraakmake,-d sprekend stijivol A B C D E F G H I J K L M N I stoer I- strak succes te M00i waditioneel Uendy treurig trutfig vaag verlaten A B C D E F G H I J K L M N, vemieuwend verwarrend Auchtig vocruitsmev=d vriendelijk vrijbflivend -v~jheid vrolijk waardefoos warm U1 C:) CD MarketRespmse 9 BATCo document for Legal Services : Health Canada 22 October 1999 Groep IAIBICIDIEIFIGIHI III M I N I Woordjes: yu2pie zachtaardig zakefijk zelfverzekerd WeLsappig zorgeloos We gaan nu nog een keer precies betzelfde doen met een stapeltje adver-tenties voor Lucky Strike. Ik heb hier 22 Lucky Strike advertenties. Kijkt u ze maar eens rustig door. ENQ.: - LAAT RESPONDENT DE LUCKY STRIKE ADVERTENTIFS (SET 2) ZIEN: LEG ZE ~!N VOOR 91~N VOOR. . GEEF VOLDOENDF TIJD OM DF RESPONDENT EEN INDRUK TE LATEN KRIJGEN VAN ALLF VERSCHILLENDE PLATEN 1k wit u vragen om deze advertenties weer in te delen in twee of meer goepen, waarbij u de advertenties die u om cen of andere reden bij elkaar vindt passen in 66n groepje lcgt. ENQ.* - LEG EVENTUEFL VERDER UIT TOTDAT DE RESPONDENT DE BEDOFLING VOLLEVIG BEGRIJPT U heeft nu een aantal groepen gemaakt. Ik wit graag elk groepje even met u doomemen orn te zien of u tevreden bent over deze indeling ENQ.: NEE'M ELK GROEPjh METVE RESPONDENT DOOR - INDIEN DE RESPONDENT 1, 2 OF 3 GROEPJES HEEFT GEMAAKT OPNIEUW NAVRAGEN OF DE RESPONDENT NOG GROEPJES KAN SPLITSFN. ALLFEN INDIEN DF RESPONDENT GEEN VAN DE GE- VORMDE GROEPJES NOG VERDER KAN SPLITSEN MAG WORDEN DOOR GFGEGAAN MET DE OORSPRONKELIJKE INDELINC HET IS FCHTER NfFT DE 13EDOELING DAT ALLE ADVERTENTIES APART KOMEN TE LIGGEN! Wilt u per groepje de advertentie die u het meest karakteristiek vindt voor het groepje bovenopleggen? ENQ.: - LEG BIJ ELKE GROEP EFN LETTER NEER - NOTEER DEFINITIEVE INDELING IN SCHEMA'S 1A EN EVT. 113 DMV IIET OMCIRKF.LEN VAN DE CODE(S) un CD -.0 BATCo document for Legal Services: Health Canada 22 October 19 Schema 3a: Groepsindeling LS advertenties (a) Groep a b c d e f g h i j k I m n Advertentie 1. Twintig redenen 1 2 3 4 5 6 7 8 9 10 11 12 13 14 2. Yeah,yeah, yeah 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3. Geef toe 1 2 3 4 5 6 7 8 9 10 11 12 1314 4. Bom in the USA 1 2 3 4 5 6 7 8 9 1011 121314 - 5. American Top 20 1 2 3 4 5 6 7 8 9 1011121314 6. Smaakvolle adv 1 2 3 4 5 6 7 8 9 10 11 12 13 14 7. Dromen in rook 1 2 3 4 5 6 7 8 9 10 It 12 13 14 8. 0,017m2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 9. 100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 10. Deze Amerikaan 1 2 3 4 5 6 7 8 9 10 11 12 13 14 11. Think big 1 2 3 4 5 6 7 8 9 10 11 12 13 14 0 12. Let's spend 1 2 3 4 5 6 7 8 9 10 11 12 13 14 13. T.k. aangeb. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14. Laat niets 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15. 20 over rood, 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16.5 bietsers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 17. 20th Century Box 1 2 3 4 5 6 7 8 9 10 11 12 13 14 18. Stars and I-S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 19. Vrijheidsbeeld 1 2 3 4 5 6 7 8 9 10 11 12 13 14 20. Ooh, what a night 1 2 3 4 5 6 7 8 9 10 11 12 13 14 21. Columbus 1 2 3 4 5 6 7 8 9 10 11 12 13 14 22. Gone with the w 1 2 3 4 5 6 7 8 9 10 11 12 13 14 0 un MarketResponst: CD CD -4 -0:1- BATCo document for Legal Services : Health Canada 22 October 1999 Schema 3b: GROEPSINDFLIN(. LS ADvt-.RTENTIES (B) Groep 0 P q r s t U v W X Y z aa bb Advertentie 1. Twintig redenen 1 2 3 4 5 6 7 8 9 10 11 12 13 14 2. Yeah,yeah, yeah 1 2 3 4 5 6 7 8 9 10 11 12 13 14 3. Geef toe 1 2 3 4 5 6 7 8 9 10 11 12 13 14 4. Born in the USA 1 2 3 4 5 6 7 8 9 1011 121314 5. American Top 20 1 2 3 4 5 6 7 8 9 1011121314 6. Smaakvolle adv 1 2 3 4 5 6 7 8 9 10 11 12 13 14 7- Dromen in rook 1 2 3 4 5 6 7 8 9 10 11 12 13 14 8. 0,017m2 1 2 3 4 5 6 7 8 9 10 11 12 13 14 9.100% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 10. Deze Arnerikaan 1 2 3 4 5 6 7 8 9 10 11 12 13 14 11. Think big 1 2 3 4 5 6 7 8 9 10 11 12 13 14 12. Let's spend 1 2 3 4 5 6 7 8 9 10 11 12 13 14 13. T.k. aangeb. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 14. LaaE niets 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15. 20 over rood 1 2 3 4 5 6 7 8 9 10 11 12 13 14 16. 5 bie tsers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 17. 20th Century Box 1 2 3 4 5 6 7 8 9 10 11 12 13 14 18. Stars and LS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 19. Vrijheidsbeeld 1 2 3 4 5 6 7 8 9 10 11 12 13 14 20. Ooh, what a night 1 2 3 4 5 6 7 8 9 10 11 12 13 14 21. Columbus 1 2 3 4 5 6 7 8 9 10 11 12 13 14 22. Gone with the w 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Zo, nu gaan we weer verder met deze groepjes. Ik ga u nu opnieuw woordjes oplezen. Wilt u me per woord datl ik u oplees aangeven, bij welke van de groepJes advertenties u het vindt passen? Ik wil u er nogmaals op wijzen dat het dus niet de bedoeling is dat u aangeeft bij welke advertenties binnen een groepje het woord past, maar alleen bij welke groepJes als geheel. het woord past. ENQ.. - LET EROP DAT DE RESPONDENT DE GROEPJES DE00RDEELT, EN NIET PRAAT OVER UN ENKELE ADVERTENTIE BINNEN EEN GROEPJE; IIERIIAAL EVT. TIJDENS nET INTERVIEW NOGMAALS DAT BET GAAT OM DE GROEPJES ALS GEHEEL . LEES DE WOORDJES IN WISSELENDE VOLGORDE OP - NOTEER BET ANTWOORD DMV EEN KRUISJE IN DE KOLONI VAN DE GROEPJES WAAR BET WOORD DIJ PAST Ul MarketResponse 12 CD CD E. %.0 BATCo document for Legal Services : Health Canada 22 October 1999 SCHEMA 4: BE.00RDELING LS "Nonim; ELSE" Groep I a I b I c I d I e I f I g I h I i I i I k I I m I n Woordjes aantmkkelijk abstract actief afstandelijk Amerikaans arrogant authenEiek bemociefig bewonderenswaardig bociend doordacht droge humor droog droomwere1dje druk duidelijk eerivoudig_ egocentrisch eigen interpretane mogelijk esthetisch a b C d e f i k I Mn fanmsdevol fascinerend flitsend fundoneel geheiminnig geinig geluk gemoedelijk gezellig grappig a b C d e f g h i k I m n her-kenbaar her gaan maken humorisfisch individualisdsch ingewikkeld Ln C) M;trkc(Respoti%e 13 CD E -Ni cy% BATCo document for Legal Services : Health Canada 22 October 1999 Woordies Groep a b c I d I e f rnn intelligent intng,erend jong kin _erlijk kleung kleurloos koud krachi leuk modem a b C d e f g h i k I m n Mooi mooie kleuren mysteneus niet echc serieus rnaak-E ni 1 1 euwsgierig no nonsense onbepijpelijk onecht on.gewoon onEspannen a b C d e f g h i k I Mn opdringerig opperviakkig opvallend opwindend origineel ouderwets overdreven pakkend pretendeus relaxed saai sensueel sfeerloos sfeervol simpel smaakvol snel spannend SMnief spmakmakend Mark-etResponse 14 CD C) E BATCo document for Legal Services : Health Canada 22 October 1999 Groep a I b c d e I f g I h I i I j I k I ml n Woordies sprekend _stoer _strak succes trendy a b C d e f A h i k I Mn verninwend VIUChdg vooruitscrevend _vrijbiijvend _vrijheid _yrqIijk _zachmarditz zak-elijk zelfverzekerd zoetsappig, 10- Ln C) MarketResimse 15 C) E ~10 Co BATCo document for Legal Services: Health Canada 22 October 1999 1 Toi sloi zou ik u nog enkele kone vragen willen stellen voor de statistick Noteer geslacht: 01. man 02. vrouw il Mag ik uw leeftijd weten? - jaar wil niet zeggen III U rookt sigareEten. Welk merk sigaretten rookt u rneestal 40 <> ENQ.: ANTWOORD LETTERLUK NOTERFN Merk: IV Wat is uw hoogst genoten schoolopleiding? 01. Hoger werenschappelijk onderwijs (Universiteir, Technische hogeschool, etc.) 02. Hoger beroepsonderwijs (bijv. h.e.a.o., h.t.s., etc.) 03. Hoger algemeen onderwijs (bijv. havo, atheneum m.e.a.o., m.t.s., etc.) 05. Middelbaar algemeen onderwijs (bijv. rnavo, etc.) 06. Lager beroepsonderwijs (bijv. I.e.a.o., l.t.s., etc.) 07. Lager algemeen onderwijs (lagere school) 08. wil nier zeggen DIT WAREN ALLE VRAGEN- 0 HEEL HARTELIA BEDANKT VOOR UW MEDEIVERKING ! ui C) M.irketRespc)nse 16 CD -4 %-D BATCo document for Legal Services : Health Canada 22 October 1999 IV. ADVERTISEMENTS USED IN THE QVALITATTVE PHASE I 0 0 U'i C) MarketResponse CD CD BATCo document for Legal Services : Health Canada 22 October 1999 ADVERTISEMENTS USED IN THE QUALITATIVE PHASE Set 1: general set: 1. Barclay Patio (zoom) 2. Caballero Shower 3. Camel Aircraft 4. Camel Mild Package on statue 5. Chesterfield Cay 6. Drum I Love the Blues 7. Dunhill Vogue-Les 6ditions cond6 8. Gauloises Blondes Couple / low neck 9. Gladstone Picknick 10. Marlboro 2 cowboys with lasso 11. Marlboro MasEers Zandvoort ~uly'92) 12. Philip Morris Super Lights Coupic 13. Peter Stuyvesant Couple / man with tulip-de 14. Peter Stuyvesant Florida / world airlines 15. Tivoli Wonian / hands tip 16. West Mae West 17. West 20 stuks voor f 4.00 Set 2: Lucky Strike "Nothing Else" I .Twintig redenen om even in fict gras te gaan liggen 2. Yeah, yeah, yeah... 3. Gcef toe, u heeft toch.altiid al een Arnerikaan willen hebben 4. Born in the USA 5. 17he American Top 20 6. Dit is een uiterst smaakvolle advertentie 7. Wic zegt dat de meeste dromen in rook opgaan? 8. 0,0 17m- Amerika voor f 4,25 9. 100% van onze rokers heeft een eigen mening 10. Deze Amedkaan loopt 1:20 11. 'Mink big 12. Let's spend the night together 13. Tk. aangeb. v. liefb. 14. Laat niets van waarde in uw auto achter 15. 20 over rood 16. Welke 5 bietsers 17. 20th Century Box 18. Scars and Lucky Strikes 19. Vrijheidsbeeld 20. Ooh, what a night ... 21. Toch maar mooi dat Columbus Amerika heeft ontdekt 22. Gone with the wind Ln MarketResponsc C:) %0 r\j Co BATCo document for Legal Services : Health Canada 22 October 1999 V. ADVERTISEMENTS USED IN THE QUANT1TATIVE PHASE 0 MarketResponse U-1 C) C:) IN-D co rIQ BATCo document for Legal Services : Health Canada 22 October 1999 ADVERTISEMENTS USED IN THE QUANTITATIVE PHASE Set 1: General set 0. Barclay Perfect Balance I . Barclay Knot 2. Barclay Sportscar 3. Barclay Taxi 4. Belinda 3 ladies 5. Benson&Hedges Mosaic Special Kid 6. Benson&Hedges Buildings 7. Benson&Hedges Headphone 8. Caballe:o Couple on boat 9. Calnel.\Wd Package on statue 10. Camel Aircraft 11. Camel Canoo 12. Chestenield (;ay 13. Dunhil.1 Gold plate / Alfa-Rorneo 14. Gauloises Blondes Accordeon 15. Gladstone Picknick 16. Gladstone Harbour 17. Gladstone Contact 18. Lucky Strike Ruby's 19. Lucky Saike Vrijheidsbeeld 20. Lucky Strike Ooh, what a night 21. Lucky Strike Columbus 22. Lucky Strike Gone with the wind 23. Marlboro lights Drinking horses 24. Marlboro Cowboy 25. Marlboro Horses 26 , Pail Mafl Export Couple in car 27. Pall Mail Export Trio 28. PhilipMorris Lights 29. Philip Morris Super Lights 30. Peter Sruyvesant Couple/ man with tulip-tie 31. Roxy Dual Couple / relax 32. Tivoli Girl (piper) 33. West Fat man 34. West Mae West 35. Winston Business man with feet in water (Jn CD CD %40 N.) CD (_4 BATCo document for Legal Services : Health Canada 22 October 1999 Set 2. Lucky Strike "Nothing Else" 1. Twintig r--denen oTn even in het gras te gaan liggen 2. Yeah, yeah, yeah... 3. Geef me, z heeft toch altijd al een Arnerikaan willen hebben 4. Born in rh: USA 5. The Ame6cati Top 20 6. Dit is cen aiterst smaakvolle advenende 7. Wie zegt dat de meeste dromen in rook opgaan ? 8. 0,017m- .%inerika voor f 4,25 9. 100% van onze rokers heeft een eigen mening 10. Deze Am-c::ikaan loopt 1:20 11. Think big 12. Let's spend the night together 13. T.k. aangtb. v. liefh. 14. Laar nicts; -= waarde in uw auto achter 15. 20 over rwd 16. Welke 5 bittsers 17. 20th Cen=y Box 18. S tm and Lucky S trik-es 19. Vrijheidsb--Id 20. Ooh, what a night ... 21. Toch maarinooi dat Columbus Amerika heeft ontdekt 22. Gone with che wind -0 (Ji CD CD %D 1`11-j CC) .4…. BATCo document for Legal Services : Health Canada 22 October 1999 VL COMPLETE LIST OF VERBATIMS 0 CD MarketResMnse C> BATCo document for Legal Services : Health Canada 22 October 1999 QUALITAIIVE PHASE: COMPLETE LIST OF VERBATIMS On the following pages, an overview is given of all words generated in the group sessions. The fust list, Verbatim Cigarettes Ads, gives all descriptions coflected when the "random" set of ads had to be evaluated. The second list, Verbazims Lucky Strike "Nothing Else-. covers the comments on the Nothing Else campaign. The Overall Verbatim List is the summary result of both previous lists. Legend All the words printed bold within every category are mentioned in both conditions; they are present as well on the general list as on the Lucky Strike list. VERBATIMS CIGARETTES ADS L ATTENTION 1. Catching 3. Rejection authentiek onbegrijpelijk doordacht zoetsappig duidelijk herkenbaar belachelijk intrigerend lelijk kleurig ongrijpbaar ongewoon onzinnig pakkend sjacherijnig sprekend slecht vies apart waardeloos felle kleuren gaaf interessant invendef 2. Boring saai sirnpcl doods duf flauw flets gewo?nte gczapig Meng mar vaag vastgeroest U-1 C) C:) MarkctResponse ~-0 r.-J Co (7% BATCo document for Legal Services : Health Canada 22 October 1999 11 IMAGE 4. Dynamic tUtEig flexibel werelds flitsend yuppie krachtig zorgzaamheid. afreageren 6. Macho avontuurlijk kridsch dynamisch afstandelijk spontaan Amerikaans stoer 5. Style C(X)l heldhaftig Q eenvoudig macho gek mannelijk intelligent onoverwinnelijk kinderlijk ruig mooi zelfstandig strak vernieuwend 7. Humor vrijheid (verkrijgen) zakelijk grappig (niet) redel humor (te) mooi droge humor chique vrolijk degelijk kolderiek dominant dubbelzinnig elegant exodsch gedistingeerd. gewoon goedkoop nonchalant nuchter, onschuldig 1-0 onwerkelijk oud rijk simpel (leven) sjiek sdjlvol strip-achtig tof a2ditioneel vi CD MarketResponse -CD --4 BATCo document for Legal Services : Health Canada 22 October 1999 of III MOOD 8. Tension mysterieus spannend angstaaniagend angstig eng hefdg samenzweerderig verwarrend 9. Relaxation droomivereidje gezellig ontspannen dromerig fantasie geborgenheid knus lek~er rustig vriendelijk wannte zorgeloos 10. Sensuality sexueel mmandsch sensueel sexappeal verfangen 11. Separation eenzaarn mismoostig Emmig verlaten ui %D r%j Co OD BATCo document for Legal S ervices : Health Canada 22 October 1999 VERDATIMS LUCKY STRIKE "NOTHING ELSE" L ATTENTION 1. Catching 3. Rejection authentick onbegrijpelijk doordacht zoetsappig duidelijk herkenbaar bemoeierig intrigerend ingewikkeld kleurig koud ongewoon opdringerig pakkend sfeerloos sprekend slap stem aantrekkelijk anders bewondering boeiend fantastisch geweldig njooie kleuren nieuwsgierigheid opvallend origineel smaakvol spraakmakend 2. Boring snai simpel droog functioneel grijs groot kleurloos uli CD C) MarketRespon.,;c Co %.0 BATCo document for Legal Services : Health Canada 22 October 1999 I 11. IMAGE 4. DYnamic flexibef flitsend krachtig acdef drukre sportief S. StYle eenvoudig gek intelligent kinderlijk mo0i strak vernieu%vend vriiheid (verkrijgen) zakelijk abstract calvinistisch esthedsch hippies jettedie jonihe'id modem nctjes auderwets trendy Veronica sfeer volwassen vocruitstrevend 6. Macho afstandelijk Arnerikaans Stoer arrogant zelfverzekerd Lri CP Ntark-ctResponse CP 1.0 cp BATCo document for Legal Services : Health Canada 22 October 1999 111. MOODS LS sneciffe- descrintions: S. Tension Attention mysterieus 12. LS Ambiguity spannend eigen interpretafie mogelijk fascinerend subjectief geheimzinnig opwindend Image 13. LS Ambition 9. Relaxation geen gezeur het gaan maken droomwereldje no nonsense gezellig pretendes ontspannen succes easy geluk 14. LS Superficiality gemoede!ijk relaxed onecht sfeervol oppervlakkig zachmardic, overdreven niet eclic serieus Auchtig 10. Sensuality vrijblijvend sexueel Moods 15. LS Individualism 11. Separation egocentrisch individualistisch jezelf zijn 0 U'i N-larkctRcsponse C) C) BATCo document for Legal Services: Health Canada 22 October 1999 P-4 OVERALL VERBATIM LIST QUALITATIVE PART A 2"TENTION Catching grijs authentiek groot doordacht kleurloos duidelijk melig raar herkenbaar vaag intrigerend ki U~ ig vastgeroest I e ongewoon pakkend sprekend 3. Rejection aantrekkelijk onbegrijpelijk anders zoetsappig apart bewondering belachelijk boeiend bemoeierig fantastisch ingewikkeld feVe Ueuren koud gaaf IeUjk geweug ongrijpbaar onzinnig interessant invenuef opdringerig mooic kleuren sfeerloos nieuwgierigheid siacherijnig opvallend slap origineel slecht smaakvol storn spraakmakend vies waardeloos 2. Boring S32i simpel doods droog duf flauw flets functioned gewoonte gezapig Ln MarketRespon.se C) CD rNi -.0 rsl-) BATCo document for Legal Services : Health Canada 22 October 1999 11 IMAGE 4. Dynamic nUChter flexibef onschuldig flitsend OnwCrkelijk oud krachtig ouderwets actief dik afreageren Simpel Oeven) avonruurlijk sjiek critisch stijivol drukie strip-achtig dynarnisch tor snel traditioneel spontaan trendy sportief tuttig Veronica sfeer is 5. Style volwassen VO(ruitstrevend eenvoudig werelds gek yuppie intelligent zOrgzaamheid kinderlijk mooi strak 6. Macho vernieuwend Yrilheid (verkrijgen) afstandelijk zakelijk Amerikaans stocr (niet) re&j (te) mooi arrogant abstract cool calvinistisch heldhafdg chique macho degelijk mannelijk dominant On.Overwinnelijk dubbelzinnig ruig elegant zelfstandig estherisch zclfverzekerd exodsch gedistingeerd gewoon goedkoop hippies jeugdig jongheid modem netjes nonchalant €D CD "0 BATCo docurnent for Legal Services : Health Canada 22 October 1999 7. Humor Ill. MOODS droge humor 8. Tension grappig humor mysterieus vrolijk spannend gelrug angstaanjagend hurnoristisch angstig kolderiek eng leuk fascinerend geheimzinnig heftig opwindend samenzweerderig verwarrend 9. Relaxation droomwereidje gezellig ontspannen dromerig easy fantasie geborgenheid geluk geinuedelijk knus. lekker relaxed rustig sfeervol vriendelijk warTnte, zachtaardig zorgeloos 10. Sensuality sexueel romantisch sensueel sexappeal verfangen MarketRc.-iporLse ui CD CD E \D 4- BATCo document for Legal Services : Health Canada 22 October 1999 1P 4 11. Separation eeiizawn inisawstig trcurig verlaten Attention 12. LS Ambiguity cigen interpreiadc mogelijk subjectief Image 0, 13. LS Ambition geen gc=ur het gaan maken no nonsense preten—es succes 14. LS Superficiaity onecht oppervlakkig overdreven niet echt serieus vluchdg vrijblijvend Moods 15. LS Individualism egocentrisch individualistisch jezelf zijn Ln MarkctRe.sponse CD ~10 171%j 1~10 Lri BATCo document for Legal Services: Health Canada 22 October 1999 VIL Frr BETWEEN COMPLETE SET OF VERBATIMS AND DIMENSIONS 0 MarketResponse CD N) %0 01% BATCo document for Legal Services : Health Canada 22 October 1999 Initial space: 151 items x 36 advertisements Axes fit: Itemnumber Label Fit 1 2 3 4 5 109 ruig 1.00 0.35 0.60 0.04 0.00 0.00 57 heldhaftig 0.99 0.35 0.62 0.02 0.01 0.00 10 avontuurlijk 0.99 0.48 0.43 0.07 0.00 0.02 126 stoer 0.99 0.52 0.46 0 , '00 0.01 0.00 71 koud 0-99 0.95 0.01 0.01 0.01 0.02 122 sportief 0.99 0.61 0.17 0.20 0.01 0.01 3 actief 0.98 0.64 0.16 0.18 0.00 0.00 76 macho 0.98 0.43 0.50 0,03 0.02 0.01 54 geZellig 0.98 0.26 0.63 0.09 0.01 0.00 70 knus 0.98 0.17 0.78 0.00 0.00 0.03 46 geborgenheid 0.98 0.13 0.76 0.00 0.00 0.09 146 yuppie 0.98 0.05 0.05 0.77 0.00 0.11 127 strak 0.98 0.94 0.01 0.01 0.00 0.02 116 simpel 0.98 0.84 0.01 0.03 0.09 0.02 94 ontspannen 0.98 0.63 0.35 0.00 0.00 0.00 142 vrijheid 0.98 0.72 0.15 0.10 0.00 0.00 151 zorgeloos 0.98 0.71 0.20 0.05 0.01 0.00 113 sexappeal 0.98 0.62 0.11 0.16 0.02 0.07 149 zelfverzekerd 0.98 0.68 0.13 0.15 0.01 0.01 ill saai 0.97 0.85 0.00 0.00 0.12 0.00 106 raar 0.97 0.78 0.01 0.02 0.15 0.02 18 doods 0.97 0.92 0.01 0.00 0.04 0.01 119 snel 0.97 0.51 0.43 0.02 0.00 0.02 77 mannelijk 0.97 0.44 0.43 0.06 0.03 0.01 108 romantisch 0.97 0.33 0.44 0.03 0.03 0.13 7 apart 0.97 0.75 0.00 0.00 0.21 0.01 147 zachtaardig 0.97 0.20 0.76 0.00 0.00 0.01 140 vriendelijk 0.97 0.11 0.92 0.04 0.00 0.00 51 gemoedeIijk 0.97 0.21 0.73 0.02 0.01 0.00 91 ongewoon 0.97 0.66 0.00 0.03 0.23 0.05 145 Warm 0.97 0.54 0-31 0.03 0.03 0.06 128 succes 0.97 0.35 0.00 0.36 0.04 0.21 2 absttact 0.96 0.91 0.01 0.00 0.03 0.01 15 chique 0.96 0.00 0.18 0.74 0.01 0.04 69 kleurloos 0.96 0.90 0.01 0.01 0.01 0.04 112 sensueel 0.96 0.27 0-36 0.14 0.05 0.15 30 eenvoudig 0.96 0.80 0.00 0.01 0.14 0.02 4 afstandelijk 0.96 0.92 0.02 0.00 0.01 0.00 (il CD MarketRcsponse %.0 r%j 11.0 -*4 BATCo document for Legal Services : Health Canada 22 October 1999 110 rustig 0.96 0.76 0.02 0.03 0.10 0.05 5 AmeHkaans. 0.96 0.49 0.46 0.01 0.00 0.00 55 goedkoop 0.96 0.61 0.00 0.10 0.23 0.01 50 geluk 0.96 0.43 0.53 0.00 0.00 0.00 81 Mo0i 0.96 0.19 0.61 0.00 0.03 0.14 Axes fit: Iternnumber Label Fit 1 2 3 4 5 148 zakclijk 0.96 0.35 0.00 0.53 0.04 0.03 100 opwindend 0.96 0.76 0.06 0.02 0.05 0.06 114 sfeerloos 0.95 0.90 0.02 0.01 0.03 0.00 59 het gaan maken 0.95 0.58 0.11 0.24 0.00 0.03 107 relaxed 0.95 0.41 0.51 0.00 0.00 0.03 121 spontaan 0.95 0.26 0.36 0.26 0.00 0.07 134 vaag 0.95 0.90 0.01 0.01 0.03 0.00 36 crodsch 0.95 0.39 0.23 0.09 0.06 0.18 143 vrolijk 0.95 0.05 0.77 0.10 0.00 0.04 37 esthetisch 0.95 0.88 0.00 0.01 0.00 0.04 34 elegant 0-95 0.00 0.49 0.45 0.01 0.00 120 spannend 0.94 0.52 0.37 0.01 0.01 0.04 22 droog 0.94 0.89 0.00 0.00 0.04 0.01 135 verlaten 0.94 0.30 0.51 0.03 0.00 0.10 98 oppervlakkig 0.94 0.74 0.00 0.06 0.14 0.00 17 degeUjk 0.94 0.55 0.01 0.01 0.37 0.01 88 nuchter 0.94 0.87 0.02 0.00 0.04 0.01 23 droomwcrcldje 0.94 0.85 0.04 0.00 0.00 0.05 78 melig 0.94 0.21 0.27 0.24 0.02 0.21 80 modem 0.94 0.82 0.00 0.02 0.08 0-01 125 stijlvol 0.94 0.23 0.00 0.68 0.03 0.00 21 dromerig 0.94 0.53 0.25 0.00 0.03 0.12 41 flauw 0.93 0.64 0.03 0.06 0.20 0.00 84 niet echt. serieus 0.93 0.01 0.42 0.05 0.04 0.41 72 krachfig 0.93 0.35 0.56 0.01 0.00 0.01 136 vernieuwend 0.93 0.67 0.00 0.00 0.22 0.03 144 waardeloos 0.93 0.88 0.00 0.05 0.00 0.00 68 Ideurig 0.93 0.66 0.03 0.16 0.01 0.07 101 origineel 0.93 0.74 0.05 0.08 0.06 0.00 99 opallend 0.92 0.58 0.14 0.07 0.13 0.01 118 smaakvol 0.92 0.49 0.05 0.25 0.12 0.02 38 exodsch 0.92 0.58 0.09 0.16 0.00 0.09 137 verwarTend 0.91 0.62 0.01 0.09 0.18 0.02 Ln CZ) C) N) %.a Co BATCo document for Legal Services : Health Canada 22 October 1999 82 mooie kleuren 0.91 0.74 0.08 0.0,2 0.02 0.05 47 gestingeerd 0.91 0.21 0.02 0.58 0.02 0.08 42 flets 0.91 0.69 0.01 0.00 0.08 0.13 61 individualistisch 0.91 0.02 0.40 0.27 0.16 0.07 93 onschuldig 0.91 0.00 0.79 0.05 0.03 0.04 14 boeiend 0.91 0.23 0.43 0.03 0.15 0.07 139 vooruitstrevend 0.91 0.34 0.28 0.02 0.25 0.03 63 intelligent 0.90 0.42 0.03 0.37 0.01 0.07 52 gewoon 0.90 0.01 0.09 0.04 0.75 0.01 44 funcdoncel 0.90 0.41 0M 0.00 0.39 0.10 Axes fit: ltemnumber Label Fit 1 2 3 4 5 32 egoccntxisch 0.90 0.04 0.27 0.36 0.11 0.13 31 cenzaam 0.90 0.44 0.29 0.11 0.05 0.00 29 dynamisch 0.90 0.37 0.34 0.12 0.04 0.02 115 sf‚ervol 0.90 0.65 0.22 0.00 0.01 0.02 62 ingewikkeld 0.89 0.75 0.03 0.01 0.10 0.00 29 echtjezelf zijn 0.89 0.75 0.09 0.00 0.03 0.02 86 no nonsense 0.89 0.60 0.02 0.02 0.24 0.02 133 truttig 0.89 0.04 0.42 0.27 0.04 0.12 43 flitsend 0.89 0.65 0.15 0.02 0.04 0.03 87 nonchalant 0.88 0.52 0.16 0.18 0.01 0.01 16 cool 0.88 0.21 0.38 0.24 0.01 0.04 150 zoetsappig 0.88 0.16 0.57 0.09 0.05 0.01 73 lefijk 0.88 0.86 0.00 0.01 0.00 0.01 95 onweTkelijk 0.88 0.12 0.19 0.13 0.25 0.18 66 jong 0.87 0.73 0.12 0.00 0.02 0.01 79 mistroostig 0.87 0.77 0.03 0.00 0.00 0.06 45 gaaf 0.87 0.33 0.48 0.02 0.03 0.01 24 druk 0.87 0.61 0.04 0.15 0.03 0.04 90 onecht 0.86 0.06 0.33 0.09 0.34 0.04 -0 1 aantrekkelijk 0.86 0.66 0.04 0.02 0.05 0.09 75 maakt nieuwsgierig 0.86 0.20 0.46 0.06 0.12 0.01 13 bewondemnswaardig 0.86 0.03 0.55 0.00 0.14 0.14 96 onzinnig 0.86 0.72 0.01 0.02 0.02 0.09 67 Idndcrlijk 0.86 0.35 0.14 0.32 0.01 0.03 102 ouderwets 0.85 0.10 0.01 M0 0.63 0.01 & arrogant 0.85 0.23 -.0.01 0.33 0.00 0.27 117 slacht 0.84 0.72 0.00 0.10 0.00 0.02 58 herkenbaar 0-84 0.76 0.01 0.01 0.05 0.01 Un CD CD Mark-c-Rcsponse ~10 ro 1.0 %.0 BATC document for Legal Services: Health Canada 22 October 1999 f I il belachefijk 0.84 0.55 0.02 0.16 0.02 0.09 131 tmndy 0.83 0.43 0.24 0.06 0.09 0.00 129 te Mooi 0.82 0-51 0.23 0.02 0.05 0.01 53 gezapig 0.82 0.07 0.53 0.10 0.05 0.07 141 vr~bIijvend 0.82 0.27 0.21 0.26 0.07 0.00 27 duidefijk 0.82 0.35 0.01 0.00 0.41 0.04 39 fantaslevol 0.81 0.27 0.16 0.05 0.33 0.00 64 intemssanc 0.81 0.34 0.07 0.08 0.31 0.02 26 duf 0.81 0.72 0.05 0.01 0.03 0.01 48 gehe=zinnig 0.81 0.00 0.01 0.35 0.35 0.10 93 mysterieus 0.80 0.01 0.03 0.21 0.42 0.13 33 cigen interpr. mog. 0.80 0.61 0.02 0.07 0.10 0.00 M treurig 0.80 0.77 0.01 0.01 0.00 0.00 92 ongrijpbaar 0.80 0.13 0.44 0.05 0.16 0.01 Axes fit: Itemnumber Label Fit 1 2 3 4 5 niet re‰el 0.79 0.12 0.55 0.06 0.04 0.02 89 onbegrijpelijk 0.79 0.58 0.03 0.01 0.16 0.01 130 caditioneel 0.78 0.33 0.01 0.00 0.43 0.00 105 PMtentieus 0.77 0.01 0.11 0.07 0.05 0.53 103 overdreven 0.75 0.47 0.01 0.13 0.06 0.09 56 grappig 0.72 0.08 0.01 0.11 0.27 0.25 19 doordacht 0.71 0.58 0.03 0.04 0.02 0.05 40 fascinerend 0.70 0.18 0.14 0.00 0.36 0.02 138 vluchtig 0.69 0.49 0.06 0.00 0.00 0.15 60 humoristisch 0.69 0.32 0.15 0.03 0.06 0.14 20 droge humor 0.69 0.54 0.04 0.02 0.03 0.06 65 Œntrigerend 0.68 0.07 0.23 0.33 0.01 0.05 97 opdringerig 0.67 0.50 0.00 0.02 0.12 0.03 49 geinig 0.67 0.36 0.12 0.03 0.04 0.13 35 eng 0.66 0.20 0.07 0.09 0.25 0.05 12 bemocierig 0.65 0.01 0.32 0.17 0.07 0.09 124 sprekend 0.63 0.47 0.06 0.04 0.05 0.00 0 74 leuk 0.58 0.46 0.03 0.05 0.01 0.04 9 authentick 0.57 0.01 0.12 0.01 0.42 0.00 104 pakkend 0.55 0.11 0.27 0-00 0.01 0.16 25 dubbelzinnig 0.46 0.02 0.14 0.06 0.21 0.03 6 angstaanjagend 0.44 0.00 0.26 0.18 0.00 0.00 123 spraakmakend 0.31 0.03 0.16 0.08 0.03 0.02 LTI CD c> MarketRespome %4D Uq CD CD BATCo document for Legal Services : Health Canada 22 October 1999 V1111. FINAL VERBATIM BATTERY (49 vEmaAmms) AND FIT WITH DIMENSIONS 0 MarketResponse ",,0 (Uq CD BATCo document for Legal Services : Health Canada 22 October 1999 FINAL VERBATIM BATTERY Verbatim (Nederlands) Verbatim Dim. I Dim. 2 Dim. 3 Dim. 4 Dim. 5 1 . abstract abstract -1,654 0,214 -0,246 0,423 0,417 2. afstandelijk reserved -0,896, 0,237 -0,029 - 0,237 -0,088 3. Arneriksans American 0,579 0,594 -0,042 0,049 0,066 4. apart special -0,962 0,066 -0,101 0,994 0,113 5. bewonderenswaardig remarkable 0,115 0,475 -0,121 0,203 0,366 6. chique Chic 0,104 -0,463 1,375 0,252 -0,177 7. dagelijk sound -0,421 -0,027 0,09 -0,856 -0,103 8. doods dead-and-alive -1,057 0,165 0,01 -0,446 0,11 9. dromerig dreamlike 0,782 -0,415 -0,009 0,119 0,757 10. droog dry -1,057 0,11 -0,149 -0,447 -0,051 11. droomwereldje dream world 0,791 -0,044 -0.12 -0,071 0,349 12. duidelijk clear -0,029 0,133 -0,112 -0,353 0,024 13. eenvoudig simple -1,036 0,106 -0,284 -0,892 -0,021 14. elegant elegant 0,149 -0,638 0,825 0,106 0,217 15. functioneel functional -0,11 0,068 -0,102 -0,491 0,109 16. gedistingeerd distinguished -0,181 -0,06 0,82 0,286 -0,258 17. geluk luck 0,71 -0,686 -0,101 -0.026 0,028 18. gewoon common/plain 0,129 -0,089 -0,209 -0,697 -0,118 19. gezellig cosy 0,661 -0,912 -0,472 -0,191 0,07 20. grappig funny -0,047 -0,052 -0,413 0,801 -0,533 21. heldhaftig heroic 1,102 1,639 -0,511 -0,136 -0,008 22. kleurloos colourless -0,883 -0,058 0,05 -0,252 0,335 23. knus snug 0,687 -1,383 -0,093 -0,195 0,519 24. koud cold -1,321 0,218 0,167 -0,258 0,282 25. krachtig powerful 0,615 0,797 -0,239 0,039 -0,161 26. marinelijk masculine 0,925 1,049 0,285 -0,181 -0,274 27. melig uninspiring -0.324 -0,681 -0,796 0,419 -0,889 28. modern modem .0,585 0,001 0,066 0,362 0,288 29. mooi beautiful 0,398 0,604 -0,122 0,108 0,396 30. niet echt serieus not really 0,22 -0,396 -0,212 0,34 -0,595 serious 31. onecht artificial 0,082 0,35 -0,282 0,415 -0,03 32. ongewoon unusual -0,678 0,095 -0,339 0,926 -0,222 33. onschuldig innocent 0,207 -0,87 -0,291 -0,215 -0,354 34. romantisch romantic 0,731 -0,75 0,194 0,143 0,938 35. saa dull -0.858 0.03 -0.12 -0,654 -0,172 36. sfecrloos lacking -0,79 0,233 0,105 -0,219 -0,175 atmosphere CD NfarketResponse %D (A CD BATCo document for Legal Services : Health Canada 22 October 1999 37. stijlvol stylish -0,107 0,072 0.604 0,172 0,156 38. stoer macho 0,996 1,088 -0,096 -0,121 -0,024 39. strak austwe -1,529 0,264 0,138 -0,208 0.4 40. succes success 0,59 0,119 0,629 -0,049 -0,597 41. trutdg frumpish -0,049 -0,862 -0,837 -0,269 -0,888 42, vernieuwend innovative -0,527 0,02 -0,12 0,579 0,454 43. verwarrend confusing -0,564 0,157 -0,525 0,694 -0,068 44. vooruitstrevend progressive -0,128 0,411 0,003 0,494 -0,03 45. vriendelijk friendly 0,356 -0,613 -0,211 -0,04 -0,022 46. vrolijk cheerful 0,335 -0,882 -0,428 0,061 -0,281 47. waardeloos USCIrss -0,821 0,072 -0,415 -0,083 -0,11 48. yuppie yuppie 0,382 -0,22 1,502 0,158 -0,536 49. zakelijk businesslike -0,476 0,002 1,182 -0,257 -0,373 Verbatim Dim. I Dim. 2 Dim. 3 Dim. 4 Dim. 5 0 Barclay -1,57 0,47 -0,02 1,6 0,07 I Barclay 0,45 -0,88 -0,7 0,41 0,17 2 Barclay 0,47 -0,59 -2,77 0,46 -1,34 3 Barclay 0,47 -0,59 -2,73 0,46 -1,33 4 Belinda 0,52 4,19 1,86 0,42 -2,01 5 B&H -1.46 0,21 0,04 -2,26 -0,4 6 B&H -1,25 0,19 -0,07 -3,08 -0.34 7 B&H -1,37 0,18 -0,17 -2,75 -0,49 8 Caballero 1,01 1,17 0,41 -0,19 0,32 9 Camel Mild -1,69 0,65 0,23 1,61 0,12 10 Camel 1,17 1,75 0,21 -0,17 0,06 I I Camel 1,15 1.81 0,31 -0,13 0,09 12 Chesterfield 1,04 1,28 0,17 -0.16 0,12 13 DunhW -1,64 0,55 0,02 1,41 0,09 14 Gauloises: Blondes 0,48 -0,92 0.34 -0,01 1,68 15 Gladstone 0,55 -1,01 1,85 0,26 -2,43 16 Gladstone 0,58 -1,05 1,76 0,31 -1,5 P Gladstone 0,41 -1,01 0,83 0,03 1,08 18 Lucky Strike 0,74 0,66 -0,98 0,07 -0,35 19 Lucky Strike -1,57 0,5 0,14 0,84 0,11 20 Lucky Strike -1,57 0,5g 0,19 1,22 0,18 21 Lucky Strike -1,71 0,55 0.17 1,35 0,16 22 Lucky Strike -1,48 0,28 -0.02 -9,81 -0,23 23 Marlboro lights I'l 1,8 0,24 -0.03 0,15 24 Marlboro 1,08 1,67 0,06 -0,05 0,11 25 Marlboro 1.11 1.81 0,25 -0,08 0.13 26 Pall NW Export 0.48 -1.03 0,11 0.03 1,17 r." CD MarketResponse U4 BATCo document for Legal Services : Health Canada 22 October 1999 27 Pall Mall Export 0,53 -0,86 1,42 0,33 -0.95 28 Ph-Morris Lights 0,39 -0,71 .2,03 0,14 -0,76 29 Ph.Morris 0.43 -1,02 -0,49 0,01 1,68 30 Pt. Stuyvesant 0,48 -0,89 -0,3 0.07 0,49 31 Roxy Dual 0,38 -1,04 -0,27 -0.14 1185 32 Tivoli -0,46 -0,64 0,27 -1,02 0,18 33 West 0,19 -1,01 0.35 -0,1 1,58 34 West 0,18 -1,03 0,43 -0.14 1,56 35 Winston 0,36 -0,63 -1,09 0.06 -1,05 0" MarketResponse BATCo document for Legal Services : Health Canada 22 October 1999 f 1-4 EC PLOWINGS CZ) MarkeOEesponse CD (.A CD Ln 0 BATCo document for Legal Services : Health Canada 22 October 1999 0 0 CL 0 Factor 1 x factor 2 2 CD *23 Marlboro Ll *25 Marlboro I *10, 11 Camel *24 Marlboro CD 12 Chesterfield Caballero 0 *9 Camel Nld 21 LS 'olumbus) 13 Dunhill *20 LS (Ooh, what a night) 18 Lucky Strike (Ruby's) I ~ Q 4) O.S_ * 19 LS (Statue of liberty) 0 *0 Barclay (Perfect Balance) 22 IS (Gone with the wind) Q W 7 B&H (Headphone) * *6 B&H (Buildings) *5 B&H (Special Mild) 0 0 0) 0) -0.5- * 3 Barclay (Taxi) *32livoli 35 Winston * 2 Barclay (Sportscar) *28 Ph.Morris Light 9-7 Pall Mall Export I Barclay (Knot) A- 33,34 West *I ~ 4,30 Gaul. Bl., P. Stuyvesant 0 4~ *417,29 Gladstone (Contact); Philip M. 0 1 PqL * 31 Roxy Dual 15, 16 Gladstone (Harbour + Picknick) 0 *4 Belinda -2 .1.5 -1 -0.5 0 0.5 1.5 Product-Imagery W 0 0 r.L 0 Factor I x factor 3 2- ----r4 Belinda 15,16 Gladstone (Harbour + Picknick) 1.5- -ft *27 Pall Mall Export (Trio) 0 I CD 17 Gladstone (Contact) 34 West (Mae West) 0.5 *21 LS (Columbus) 33 West (Fat man) *8 Caballero U) 20 LS (Ooh, what a night) *10. 11 Camel M 9 1 'amel Mild* * * 32 Tivoli 14 Gaul. B). ,*24, 25 Marlboro * 19 LS (Statue of Liberty) *I^ '~hesterfield 0- * 13 Dunhill 5 B&H (Spe,:ial'Mild) *22 LS (Gone with the wind) *26 Pall Mall Export (Couple) E *6,7 B&H (Headphone + Buildings) 31 Roxy Dual vesant E! *0 Barclay (Perfect Balance) -0.5 - * 29 Ph.Mom s *I Barclay (Knot) CD .14. W 2:~ . I * 18 LS (Ruby's) ;T *35 Winston 0 CL -2- *28 Ph.Morris Lights 0 -2.5 0 *3 Barclay (Taxi) 0 *2 Barclay (Sportscar) Cr I CD -3 1 1 . I I I . I I -I . . I , , I 1 -2 -1.5 -1 -0.5 0.5 1.5 CD Product-Imagery to to Z0261100S 0 CL 0 0 Factor I x factor 4 (D 2 n *0 Barclay (Perfect Balance) C-01 -% 9 Camel Nfild 0 13 Dunhill *21 IS (Columbus) r *20 LS (Ooh, what a night) Q * 19 LS (Statue of Liberty) 1,2,3 Barclay (Knot, SportscarTaxi) *4 Belinda *27 Pall Mall Export (Trio) Q *', n. 1 -, twinonne (marnour + Picknick) I " I" "--ris Lights - - - , I 0- *`~5 Winston,,,, k"" Lact)(COuPle)Jarlboro L 0 # 33, 34 West * iI I.A.Ife-41 0 ,,24.25 Marlboro Q *31 Roxy Dual 8.12 Caballero, Chesterfield U 0 *22 LS (Gone with the wind) U 32 Tivoli X 0 .2- CL 2) *5 B&H (Special Mild) 0 *7 B&H (Headphone) 0 .3- PIL *6 B&H (Buildings) 0 Cr (D -4 to