Advertising Penetration of Embassy Cigarettes
Based on 1951 Old Gold National Penetration Study
Presented in this supplementary report to the Old Gold National Penetration Study are —
1. What Recalled About Embassy Advertising.
2. Case Histories of 9 Occasional Embassy Smokers.
What Recalled About Embassy Advertising
4,5% of the total 4749 smokers interviewed in the National Penetration Study of Cigarette Advertising recalled something specific about Embassy advertising.
This compared with other brands as follows —
Lucky Strike |
71% |
Philip Morris |
69% |
Chesterfield |
66% |
Camel |
58% |
Old Gold |
52% |
Pall Mall |
2% |
Embassy |
4% |
The Television show "The Web" was recalled more than any other specific feature. Factors recalled were —
Total number of smokers |
4749 (100%) |
Embassy advertising not recalled |
93.7% |
Brand only, nothing specific |
1.8 |
|
95.5% |
|
|
Recall specific features |
4.5 |
|
|
The Web |
1.9 |
King Size (Longer) |
1.0 |
Mild, Cool, Filtered |
0.8 |
Mystery Show (unidentified) |
0.7 |
Less Acid Tars |
0.7 |
John Blake (The Web) |
0.3 |
Model (The Web) |
0.1 |
Package |
0.1 |
Others |
0.3 |
|
|
Incorrect Mentions |
0.3 |
|
|
Total "Web" references |
3.0 |
Case Histories of Embassy Smokers
Ho regular Embassy smokers were encountered among the 4749 smokers interviewed in the National Penetration Study. However, 9 occasional Embassy customers were interviewed. Due to their relative scarcity we are submitting herewith case histories of these smokers.
They are —
Sex: All but one are MEN
Class: Upper Middle and Middle Class
Age: 25 years up to over 55 years old.
Location: All are in different areas of country.
Consumption: Ranges from 1 to 12 packs per week.
Following are capsule Case Histories of interviews.
Classification: Man; Middle Class; 45-54; Filling Station Operator; Kaufman, Texas.
Smoking Habits: 7 Packs per week; Buys at Service Station; Smokes Camels usually and occasionally Embassys; had latter on hand when interviewed.
Advertising Penetration: Recalls Camel, Chesterfield, Lucky Strike, Philip Morris and Embassy advertising. Remembers Embassy proves to people that they have less nicotine in their cigarettes.
Attitude Toward Smoking: Believes that smoking is "Decidedly Harmful" due to shortness of wind.
Classification: Woman; Upper Middle Class; over 55; Housewife; Jacksonville Florida.
Smoking Habits: 4 Packs per week; Purchases at Super Market Philip Morris — occasionally Embassys.
Advertising Penetration: Recollects Camel, Chesterfield, Lucky Strike, Old Gold, Pall Mall, Philip Morris, Fatima and Embassys.
Attitude Toward Smoking: Does not consider it bad for one.
Classification: Man; Upper Middle Class; over 55 yrs. old; Jeweler; Chicago Ill.
Smoking Habits: 5 Packs per week; Buys at Drug Store; Smokes Herbert Tareytons regularly and occasionally Embassys; had Tareytons on hand when interviewed.
Advertising Penetration: Recalls Camel, Chesterfield, Lucky Strike, Old Gold, Pall Mall, Philip Morris and Herbert Tareyton advertising. Does not recall Embassy advertising.
Attitude Toward Smoking: Does not believe smoking harmful.
Pipe Smoker: Buys "1/2 and 1/2" and likes aroma and flavor.
Classification: Han; Upper Middle Class; 35-44; Assistant Purchasing Agent; Brooklyn, New York
Smoking Habits: 12 Packs per week; Smokes Old Golds - occasionally Embassys; Old Golds on hand when contacted,
Advertising Penetration: Camel, Chesterfield, Lucky Strike, Old Gold, Pall Mall, and Spuds. Does not recall Embassy.
Attitude Toward Smoking: Does not believe harmful.
Classification; Man; Middle Class; 35-44; Electrical Engineer; Syracuse, New York.
Smoking Habits; One Pack per week; Buys at Drug Store; Smokes Lucky Strikes and Embassys.
Advertising Penetration: Recalls only Lucky Strike Advertising.
Attitude Toward Smoking: Does not consider smoking harmful.
Pipe Smokers: Regular smoker of Briggs; likes because mild and has large pieces, instead of small so doesn't taste bitter.
Classification: Man; Upper Middle Class; 35-44; Assistant Manager of Insurance Company; Matawan, N.J.
Smoking Habits: s 10 Packs per week; Buys at Confectionery; Smokes Herbert Tareyton and occasionally Embassys; had Tareytons on hand when contacted
Advertising Penetration: Recalls Camel, Chesterfield, Lucky Strike, Pall Mall, Philip Morris and Embassy advertising. Remembers Embassy "Mystery Program" and likes it on TV.
Attitude Toward Smoking: Does not consider smoking harmful.
Classification: Man; Middle Class; 45-54; Factory Foreman; Blotgett Mills, New York
Smoking Habits: 10 Packs per week; Purchases at Tobacco Shop; Buys Pall Malls regularly and Embassys occasionally. Had Kools on hand for a cough.
Advertising Penetration: Camel, Chesterfield, Lucky Strike, Old Gold, Pall Mall and Philip Morris. Does not recall Embassy advertising.
Attitude Toward Smoking: Believes "Decidedly Harmful due to shortness of wind."
Classification: Man; Upper Middle Class; 25-34; Laboratory Technician in Hospital; Woodside, L.I.
Smoking Habits: 9 Packs per week; Buys at Confectionery Store; Smokes Chesterfields regularly and occasionally switches to Philip Morris or Embassys; Chesterfields on hand.
Advertising Penetration: Recalls Camel, Chesterfield, Lucky Strike, Old Gold, Pall Mall, Philip Morris, Parliament, and Embassy. However, remembers no specific element of Embassy advertising but believes seen on TV.
Attitude Toward Smoking: Does not believe harmful.
Classification: Man; Middle Class; 25-345 Postal Clerk; Themanville, Wisconsin.
Smoking Habits; 6 Packs per week; Purchases at Super Market; Usually buys Camels, occasionally Embassys. Embassys in pocket at time of interview.
Advertising Penetration: Recalls Camel, Chesterfield, Lucky Strike, Pall Mall and Philip Morris. Does not remember Embassy advertising.
Attitude Toward Smoking: Doesn't believe smoking harmful.
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