['Personal', 'Relevance:', 'Respondents', 'rated', 'how', 'much', 'they', 'felt', 'each', "brand's", 'message', 'seemed', 'to', 'talk', 'to', 'people', 'like', 'them.', 'Each', 'set', 'of', 'ads', 'was', 'rated', 'on', 'personal', 'relevance', 'using', 'a', 'five', 'point', 'scale', 'from', '“completely”', 'to', '“not', 'at', 'all."', 'Camel', 'scored', 'very', 'well', 'on', 'this', 'measure,', 'scoring', '20', 'points', 'higher', 'than', 'Marlboro.', 'In', 'the', 'billboard', 'study,', 'Marlboro', 'and', 'Camel', 'were', 'much', 'closer', 'in', 'relevance.', 'We', 'need', 'to', 'do', 'more', 'work', 'to', 'see', 'which', 'execution', 'better', 'represents', 'the', 'relevance', 'of', 'the', 'campaign.', 'Bucks', 'registered', 'a', 'higher', 'number', 'of', 'not', 'at', 'all', 'relevant', 'ratings', 'which', 'may', 'be', 'because', 'it', 'is', 'a', 'P/V', 'brand', 'or', 'because', 'the', 'ad', 'offers', 'little', 'in', 'the', 'way', 'of', 'imagery', 'for', 'respondents', 'to', 'associate', 'with.', '   ', 'Ey', 'Completely/', 'Very', 'much', 'Net', 'at', 'ail', 'Marlboro', 'Camel', '$i', 'Winston', ' ', 'Performance', 'by', 'Brand:', 'Marlboro:', 'The', 'data', 'indicates', 'the', 'Marlboro', 'ad', 'is', 'a', 'quick', 'hitter,', 'highly', 'memorable', 'and', 'well', 'received,', 'though', 'its', 'performance', 'levels', 'are', 'below', 'those', 'achieved', 'by', 'the', 'Camel', 'advertising.', 'In', 'looking', 'at', 'the', 'ad,', 'viewers', 'zeroed', 'in', 'on', 'the', 'Marlboro', 'name,', 'examined', 'the', 'pack,', 'and', 'studied', 'the', 'cowboy', 'thoroughly.(See', 'Diagram)', 'While', 'they', 'spent', 'less', 'time', 'looking', 'at', 'this', 'ad', 'then', 'the', 'Camel', 'execution,', 'it', 'delivered', 'the', 'highest', 'unaided', 'recall,', 'suggesting', 'quick', 'communication.', 'One', 'possible', 'weakness', 'of', 'this', 'execution', 'is', 'that', 'respondents', 'spent', '31%', 'of', 'their', 'viewing', 'time', 'looking', 'at', 'the', "cowboy's", 'foot.', 'From', 'qualitative', 'research', 'done', 'since', 'this', 'study', 'was', 'fielded,', 'we', 'know', 'that', 'readers', "don't", 'know', 'what', 'the', 'cowboy', 'is', 'doing', 'with', 'his', 'boot,', 'causing', 'confusion', 'and', 'dislike', 'of', 'the', 'execution.', 'This', 'may', 'have', 'hindered', "Mariboro's", 'overall', 'performance', 'on', 'this', 'test', 'since', 'it', 'focussed', 'on', 'the', "“Spurrin'", 'Up"', 'execution.', 'When', 'asked', 'to', 'comment', 'on', 'several', 'ads', 'from', 'the', 'Marlboro', 'campaign,', '72%', 'of', 'respondents', 'volunteered', 'likes', 'as', 'opposed', 'to', '31%', 'dislikes.', 'Likes', 'centered', 'on', 'the', 'scenery', 'and', 'cowboy,', 'while', 'the', 'negative', 'comments', 'were', 'scattered.', '2072998004']