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| Title | Camel Creative Development Phase I Results |
|---|---|
| Document Date | 19850530 (May 30, 1985) |
| Document Type | Report |
| Bates Number |
506768794/8807
|
| Bates Defendant | 506768794/8807 |
| Bates Plaintiff | RJR398069/8082 |
| Keywords | Focus Groups , Research , Marketing , Young Adults , Advertising , Qualitative Methods |
| Collection | Mangini |
| Pages | 14 |
| Corporation | R.J. Reynolds Tobacco Company |
| Description | The purpose of these study groups is primarily exploratory. Study groups of various sizes are to be held in Kansas City and San Francisco, and will explore the mindsets, perceptions, and reaction to Camel. Attitudes and Perceptions at point of sale are explored in reaction to such themes as freedom, independence, sensuality, heritage and pack graphics. Overall reaction to advertising is explored, promoting a rejection of phoniness, clichs, need for a male protagonist. Observations made of visuals that worked fell on the less conservative end of the spectrum. An open - ended situation worked if their were enough relevant clues. Women must be shown as equals. Reaction to specific ads are outlined. |
| Litigation Usage | Mangini v. R.J. Reynolds Tobacco Company, Civil Case No. 939359 , |
| Date Added UCSF | 20020709 (July 9, 2002) |
| Date Added Industry | 19981211 (December 11, 1998) |
| TID | ocb72d00 |
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