['ATTACHMENT', 'VI', 'SHARE', 'RESPONSIVENESS', 'TO', 'PROMOTIONAL', 'ACTIVITY', 'TOT', 'VANTAGE', 'NIELSEN', 'BIMONTHLY', 'FOOD/DRUG', 'DATA', 'SALES', 'UNITS', 'SHARE', '45', 'Pe', 'ieee:', '_', 'ap', 'erupremeeveeninneriunnanenansnnesdtsie¢', 'EELS', 'BECE', 'PBEN', '.nnmanenadiisciees', 'TV', 'Guide', 'Magazine', 'Pop-Up', 'Direct', 'Mail', '“ttn', 'Y=', 'n', 'FSI', '.', 'Co*Op', 'FSI', 'ttn', 'Free', 'Pack', 'Bounceback', 'Bouncebacks', 'Ctn', '       ', '    ', ' ', '  ', '  ', '   ', 'Tr', 'es', 's/f', '64', 'M/A', '84', 'M/s', '84', 'a/A', '04', '$/0', '84', 'W/O', '84', 'o/F', 'as', 'u/s', '85', 'M/J', '8S', 'e', 'As', 'illustrated', 'in', 'the', 'graph', 'above,', "VANTAGE's", 'share', 'is', 'responsive', 'to', 'promotional', 'activity.', '~', 'Share', 'declines', 'evidenced', 'early', 'in', '1984', 'were', 'sustained', 'with', 'FSI', 'promotion', 'activity', '(carton', 'and', 'pack', 'oriented)', 'in', 'late', 'January,', '1984.', '-', 'Co-op', 'FSI', 'Free', 'Pack', 'promotion', 'with', 'bounceback', 'follow-up', 'dropped', 'late', 'July,', 'once', 'again', 'correcting', 'the', "brand's", 'downward', 'share', 'trend.', '-', 'Promotion', 'activity', 'conducted', 'in', 'late', '1984', '(Esquire', 'Free', 'pack', 'Offer', 'and', 'TV', 'Guide', 'Magazine', 'Pop-Up)', 'helped', 'curb', 'the', "brand's", 'downward', 'swing,', 'as', 'VANTAGE', 'experienced', 'heavy', 'competition', 'from:', '—', 'Heavy', 'media/promotion', 'activity', 'behind', 'the', 'introduction', 'of', 'the', 'Merit', 'Box', 'product.', '—', 'Extraordinary', 'media', 'and', 'promotion', 'activity', 'in', 'support', 'of', 'the', 'new', 'Marlboro', "25's.", '—', 'WINSTON,', 'as', 'the', 'brand', 'executed', 'defensive', 'programs', 'to', 'diminish', 'the', 'effect', 'of', 'Marlboro', "25's.", '—', 'Direct', 'Mail', 'activity', 'conducted', 'in', 'March', 'of', '1985', 'helped', 'VANTAGE', 'resume', 'an', 'upward', 'trend.', '—', 'FSI', 'and', 'Direct', 'Mail', 'promotions', '(carton-oriented)', 'sustained', "VANTAGE's", 'growth', 'in', 'May/June,', '1985.', 'e', 'VANTAGE', 'also', 'benefitted', 'from', 'several', 'regional', 'BIGIF', 'programs', 'conducted', 'in', 'August', '(South', 'Atlantic', 'Sales', 'Area),', 'October', '(North', 'Atlantic', 'Sales', 'Area,', 'South', 'Atlantic', 'Sales', 'Area,', 'North', 'Central', 'Sales', 'Area)', 'and', 'May/June', '(South', 'Atlantic', 'Sales', 'Area,', 'Mid-Continent', 'Sales', 'Area,', 'North', 'Central', 'Sales', 'Area,', 'military', 'market).', 'pr,', 'ZLZL', 'LGhos']