[' ', ' ', 'SALEM', 'LIGHTS', 'Business', 'Analysis', 'Cc.', 'Advertising/Promotion', 'Effectiveness', "(Cont'd.)", 'Performance', 'Summary', "(Cont'd.)", 'd.', 'l.', 'Promotion', 'Performance', "(Cont'd.)", '(2)', 'Research', 'Summary', "(Cont'd.)", 'Couponing', '(Cont', "'d.)", 'SALEM', 'Coupon', '(October/November,', '1978)', 'CELL', '#1', 'CELL', '#2', '(SALEM', 'Brand', '(SALEM', 'LIGHTS', 'Family', 'Coupon)', 'Coupon)', 'SOM', 'Signif-', "'", 'SOM', 'Signif-', "'", 'Brand', 'Change', 'icance', 'Change', 'icance', 'Total', 'SALEM', 'el', 'NO', '03', 'No', 'Total', 'SALEM', 'FF', 'O01', 'NO', '-.13', 'YES', 'Total', 'SALEM', 'LIGHTS', '09', 'NO', '+.16', 'YES', '2.', ' ', 'ae', '.', 'Light', "100's", 'awareness', 'level', '(Index', '78)', 'is', 'SALEM', 'Coupon', '-', '1978-1979', 'Year-End', 'Promotion', '80%', 'Confidence', 'SOM', 'Change', 'Total', 'SALEM', '-.17', 'to', '.23', 'Total', 'RJR', '-~.26', 'to', '.46', 'Conclusion', 'Because', 'the', 'confidence', 'range', 'includes', 'zero,', 'no', 'measurable', 'share', 'gain', 'can', 'be', 'concluded.', 'Evaluation', 'Advertising', 'awareness,', 'brand', 'awareness,', 'trial', '.', 'an@', 'purchase', 'for', 'SALEM', 'LIGHTS', 'are', 'consistently', 'higher', 'than', 'the', 'levels', 'for', 'Kool', 'Super', 'Lights', '(which', 'has', 'been', 'on', 'the', 'market', 'two', 'years', 'less', 'than', 'SALEM', 'LIGHTS).', 'SALEM', 'LIGHT', "100's", 'brand', '|', 'awareness', 'is', 'significantly', 'lower', '(Index', '62)', 'than', 'that', 'for', 'the', '85', 'style,', 'while', 'Kool', 'Super', 'closer', 'to', 'that', 'of', 'its', '85', 'style.', 'The', '"Neon"', 'campaign', 'average', 'recall', 'is', 'at', 'parity', 'with', 'the', 'low', 'tar', 'norm', 'in', 'total', 'and', 'among', 'all', 'demographic', 'segments.', 'Kool', 'Super', 'Lights', 'adver-', 'tising', 'is', 'also', 'at', 'norm.', 'The', '“Neon”', 'campaign', 'is', 'effective', 'in', 'communicating', 'most', 'of', 'the', 'key', 'attri-', 'butes', 'for', 'SALEM', 'LIGHTS', '-', 'low', 'tar,', 'taste,', 'mildness.', '~', '22', '«', 'O9EL', '8ZZ0S', '|']