['|', '=', 'D', ':', ';', ':', 'ReR', 'Inter-office', 'Memorandum', 'Subject!', 'Real', 'Introductory', 'Advertising', 'Date:', 'November', '7,', '1977', 'Effectiveness/Media', 'Spending', 'Test', '(MRD', '#77-1769)', 'To:', 'Mr.', 'S.', 'P.', 'Clark', 'From:', 'Maria', 'Falconetti', 'Attached,', 'as', 'reference,', 'is', 'a', 'copy', 'of', 'the', 'topline', 'presentation', 'on', "Real's", 'Introductory', 'Advertising', 'Campaign.', 'Method', 'In', 'Brief', '900', 'qualified', 'smokers', 'were', 'personally', 'interviewed.', 'Smokers', 'were', 'sorted', 'according', 'to', 'the', 'degree', 'of', 'penetration', 'to', "Real's", 'advertising', '(all', 'media', '-', 'Magazine,', 'Newspaper,', 'Outdoor)', 'during', 'the', 'first', '13', 'week', 'introductory', 'period.', 'Standard', 'questions', 'on', 'brand', 'awareness,', 'trial,', 'purchase', 'and', 'communication', 'were', 'asked', 'to', 'determine', 'the', 'effect', 'of', "Real's", 'advertising', 'in-market.', 'Research', 'Highlights', 'Indicate:', 'I.', 'Advertising', 'Penetration', 'e', 'The', 'campaign', 'applied', 'enough', 'advertising', 'pressure', 'to', 'achieve', 'a', 'fully', 'satisfactory', 'level', 'of', 'penetration', 'in', 'the', 'Marketplace', '(65%).', 'Results', 'further', 'indicate', '-that', 'the', 'campaign', 'penetrated', 'all', 'smoker', 'subgroups', 'at', 'high-levels,', 'particularly', 'younger', 'smokers.', '_', '.', '"', 'e', 'In', 'terms', 'of', 'specific', 'media', 'employed', 'for', 'Real,', 'the', 'over-lapping', 'scttre', 'nm', 'ame', 'oomeffect', 'of', 'mixed', 'media', 'is', 'evident.', 'Exclusive', 'penetration', 'for', '“=', 'we', 'Pree', '“magazines,', 'outdoor', 'and', 'newspaper', 'reinforce', 'the', 'observation:', '«=', '2:', 'esirion', 'made', 'in', 'previous', 'work', 'that', 'each', '-medium', 'makes', 'a', 'contribtuion', '~', '-°', '©', '¢::t:.5', 'to', 'enlarging', 'the', 'penetration', 'of', 'the', 'campaign.', '.', '@', 'Exposure', 'by', 'medium', 'indicate', 'that', 'both', 'full', 'flavor', 'and', 'hi-fi', 'smokers', 'were', 'reached', 'at', 'equal', 'levels', 'by', 'magazine,', 'outdoor', 'and', 'newspaper;', 'magazine', 'and', 'outdoor', 'penetrated', 'both', 'younger', 'and', 'older', 'smokers,', 'with', 'particular', 'strength', 'among', 'younger', 'smokers;', 'likewise,', 'both', 'men', 'and', 'women', 'were', 'penetrated', 'by', 'each', 'medium,', '.with', 'particular', 'strength', 'observed', 'for', 'newspaper', 'among', 'men.', '—', 'The', 'net', 'penetration', 'of', 'the', 'campaign', 'was', 'accomplished', 'by', 'average', 'magazine', 'advertising', 'and', 'newspaper/outdoor', 'executions', 'that', 'reflect', 'an', 'opportunity', 'for', 'improvement.', 'H', 'S06h', '9LLOS', 'a', ' ', 'RIRt', 'FORM', '2422—Rev.', '7/70']