sample="quota" bates="ATX040421892" isource="atc" decade="1980" class="ni" date="19820111" NYO 625 (6-69) MEMORANDUM The American Tobacco Company A DIVISION OF AMERICAN BRANDS, INC. DATE January 11, 1982 TO Mr. W. J. Moore, Advertising Director FROM H. W. Bahrenburg, Product Manager REF CARLTON - 1st Quarter "Blitz" Program This is to provide a plan whereby we conduct a "blitz" program in ten major markets in support of the CARLTON franchise. The program follows the general format used in a Denver "blitz" in 1982, which coordinated: Advertising Sales Organization efforts Sampling/couponing The recommended markets are: Washington, D. C. San Diego Boston Denver Dallas/Ft. Worth Portland Houston Miami San Francisco Atlanta Advertising: Schedule A provides a 6-time cost for large space newspaper advertising in the 10 markets at a cost of $599,880. Production would add $30,000. Schedule B provides a one time cost for 2/C magazine insertions in the newsweeklies. We recommend 2 insertions at a cost of $483,825. Sales Organization: Sales would encourage improved distribution and display through various incentives that will be submitted separately (by Sales). Sampling/couponing: Selective sampling of CARLTON 100's packs with an in-pack coupon will stimulate trial and purchase. Schedule C, attached, lists the sampling cost for our 10 markets. Additional costs include coupons and redemptions, for a total of: Product and placement $398,071 Coupon production 15,000 Coupon redemption 162,228 $575,299 Cost Re-cap: Advertising $1,113,705 Sales Organization ? Sampling 575,299 $1,689,004 +