sample="quota" bates="777088699" isource="bw" decade="1970" class="ui" date="19760127" PERSONAL AND CONFIDENTIAL RECEIVED MARCH 2 19 MRD NOW CIGARETTE (COMPETITIVE) NEWSPAPER FILE "The Lowest Tar'" B & W Project #76-18 (Full Page, 4 color ASI Reader Reaction Test Conducted for Brown & Williamson Tobacco Corp. January 27. 1976, Los Angeles Times Los Angeles ASI MARKET RESEARCH, INC PRINT STUDIES DIVISION CONTENTS table of contents of marketing report are listed under 4 major headings TEST SPECIFICATIONS Sample: Special male and female nonmenthol filter smokers. The sample was divided evenly between smokers of high filtration and full taste cigarettes. Nature of Ad: In newspaper Field Date: January 28, 1976 OBJECTIVES The objectives of the research were as follows. I. Proven Recall --To measure the ability of the advertisement to create brand awareness and recall. II. Involvement --To measure retrospective involvement material by means of a standard descriptive adjective check list and Positive and Negative Ad Image Index scores derived from that measure. III. Idea Comprehension --To determine the ideas or impressions of the product retained by the respondents. IV. Pre/Post --To measure the extent of pre/post brand preference change to the test product generated by the test advertisement. TECHNICAL APPENDIX Description of ASI's Standard Newspaper Test Measures Proven Recall At the time of the interview, respondents were given a list of 10 brand names. Some of these brands were advertised in the newspaper, while some were not. Respondents were asked to indicate which of the 10 brands they recalled seeing the advertised. For each of test brands: "remembered" from the list, respondents were asked to describe the advertisement they had seen. Those who gave correct descriptions were considered to have "proven recall'." The percentage figure for the proven recall is based on all respondents who spent more than ten minutes reading the newspaper. Retrospective Involvement Measure After re-exposure to the advertisement, a list containing 20 adjectives was presented to respondents who were asked to designate all those words that they felt described the advertisement they had seen. Included on the list were eleven adjectives, considered positive in nature, that were used to complete the Positive Ad image Index. The percent selections of each of these eleven adjectives were totaled and divided by eleven to produce and average which is termed the Positive Ad Image Index. A Negative Ad Index was computed by averaging the percent selections of the other nine adjectives. Idea Comprehension After re-exposure to the advertisement, respondents were asked, "What ideas or impressions about the product do you feel were conveyed in the ad?" Responses to this question are shown under the Idea Comprehension. Pre/Post Selections At the end of the screening interview respondents were informed that a series of prizes would be given away (one of which was a supply of the product advertised). Each of the respondents was given a questionnaire containing the prize lists and asked to indicate which of the listed brands he or she would prefer to have, if selected a winner. At the end of the interview, an identical selection situation was presented to the respondents. The change in the percent of the respondents selecting the advertised brand in the two situations is termed the pre/post score. Manner of Conducting the Test The test advertisement was run in the local newspaper in a normal manner. Trained interviewers were sent into the field to make personal in-home screenings the day after the test advertisement appeared in the local newspaper. At the time of the screening, respondents were told that a survey of reading habits was being made. Respondents were screened as to age, sex, and other applicable sample requirements. Several classification questions and the pre-exposure prize questionnaire were administered to qualified respondents at this time. The prize questionnaire queried respondents on which of the listed brands they would prefer to have is selected the winner of one of the prizes. Those respondents who read the proceeding day's newspaper were given a list of advertised, as well as nonadvertised brand names. Unaided recall of the content was solicited for all test brands for which the respondents recalled seeing an advertisement in the newspaper. All respondents were then re-exposed to each of the test advertisements, after which the idea comprehension, the adjective check list and other relevant questions were asked. The order of exposure for each of the test ads was automatically rotated for the interviewer from respondent to respondent, to eliminate bias. Several questions pertaining to the newspaper as a whole were also asked. At the end of the interview, respondents were offered a second prize list (having been told that the first was the "wrong" list) and asked to again state their brand preferences. Each respondent was then given the chance to become eligible for a prize drawing by selecting from a prize card containing a "hidden" number. Respondents were then thanked, and the interview was ended.