['Mr.', 'Robert', 'W.', 'Davis', '—', 'Lorillard', 'Page', 'Three', 'February', '6,', '1978', 'e', '#', '7', '_', '7', '*', '4.', 'The', 'AAU', 'report', 'indicated', 'minor,', 'but', 'very', 'favorable,', 'shifts', 'in', 'the', 'test', 'divisions', 'toward', '_aet', 'across', 'key', 'demographic', 'segments.', '__Random_', '-', '18-24', '-', '18-34', 'Pre', 'Post', 'Pre', 'Post', 'Pre', 'Post', 'Unaided', 'Brand', '.', '.', '.', '-', 'Awareness', 'a', '2', '5', '2', '7°', '7', 'gee', '6', 'Unaided', 'Advertising', ':', 'Awareness', '-', '3', '7', '-', '_', '3', 'ae', '2', 'Unaided', 'Trial', ';', '1-2', '1.', '2', '1', '3', '“Purchasers', '=', '=', '21-22', '12-16', '20-22', '”', '(Exhibit', 'VIII)', '5.', 'Total', 'Brand', 'sales', '(March-December)', 'increased', '19.7%', 'versus', 'antici-', 'pated', 'levels', 'in', 'the', 'combined', 'test', 'divisions,', 'while', 'advertising', 'spending', '-increased', '887.6%.', 'Parent', 'Brand', 'sales', 'increased', '9.6%', '(March-December)', 'over', 'anticipated', 'levels', 'in', 'the', 'combined', 'test', '_', 'divisions,', 'while', 'Parent', 'advertising', 'spending', 'increased', '623.8%.', 'However,', 'without', 'continued', 'high', 'levels', 'of', '-Parent', 'support,', 'extended', 'or', 'increased', 'growth', 'could', 'not', 'be', 'anticipated.', 'To', 'get', 'this', 'growth', 'would', 'require', 'funds', 'beyond', 'reasonable', '2-', '“TEee.', 'Fpayout"', 'levels.', 'If', 'we', 'unrealistically', 'and', 'optimistically', 'assume', 'continued', '-', 'success', 'with', 'compounded', 'sales', 'increases,', 'total', 'funds', 'available', 'for', 'Yotal', 'Brand', 'would', 'be', 'roughly', '$1,130M', 'and', '$975M', 'for', 'Parent.', 'The', 'inclusion', 'of', 'Sales:', 'Promotion', 'expenditures', 'during', 'March-', 'December', '1977', 'bring', 'total', 'funds', 'spent', 'up', 'toc', '$880M', 'for', 'Total', 'Brand', 'and', '$650M', 'for', 'Parent.', 'Remaining', 'funds', 'are', 'simply', 'insufficient', 'to', 'maintain', 'marketing', 'support', 'substantial', 'enough', 'to', 'insure', 'the', '“compounded', 'sales', 'increase', 'necessar', 'to', '“payout™', 'the', 'program.', '(Exhibits', 'IX-XT)', ';', '-', 'Indicated', 'Action', '—', '-', 'We', 'must', 'take', 'this', 'learning', 'experience', 'and', 'apply', 'it', 'to', 'the', 'Opportunity', '-', 'Marketing', 'Plan.', 'We', 'know', 'the', 'areas', 'which', 'have', 'been', 'growing', 'with', 'little', ':', 'or', 'no', 'encouragement.', 'We', 'must', 'make', 'sure', 'we', 'know', 'why', 'this', 'is', 'happening', 'and', 'exploit', 'the', 'phenomenon.', '1986058']