Daily Doc: RJR, Apr 22, 1985: RJR's Target: Less Educated People
Daily Doc: RJR's Target: Less Educated People
Title: On behalf of all the attendees, I would like to extend our thanks to you and Jeff for your presentation on "The Less Educated Smoker."
RJR, Apr 22, 1985
Bates #: 506768828 -8828
February 8, 2001
The R.J. Reynolds Tobacco Company (RJR) targets its deadly, addictive products at the less-educated members of society, according to this letter from a marketing company. As the executive vice president of a marketing company writes to RJR:
"...I would like to extend our thanks to you and Jeff for your presentation on 'The Less Educated Smoker'....Clearly those people who attended college but have not graduated are the more meaningful target for us."Also notice that the marketing executive plans to use information obtained from a "youth study" to help RJR market Camel cigarettes:
"...we are currently using the learning from the Youth Study and shall be applying it to upcoming projects on Camel..."
CITATION
Title: On behalf of all the attendees, I would like to extend our thanks to you and Jeff for your presentation on "The Less Educated Smoker."
Type of Document: Letter
Author: DRILLMAN P, Executive Vice President, MCCANN-ERICKSON, Inc.
Recipient: Nordine R, R.J. Reynolds Tobacco Company
Date: 19850422
Site: R.J. Reynolds Tobacco Document Site http://www.rjrtdocs.com/rjrtdocs/frames.html
Page Count 1
Bates No. 506768828 -8828
URL: The RJR site still does not support transfer of URLs. (Tobacco Documents Online is working on getting the RJR images available). In the mean time, to view this document, go to the RJR site at http://www.rjrtdocs.com/rjrtdocs/frames.html and enter as "quick search" criteria the phrase "less educated" (without quotation marks). This is document number 27 on the list of documents returned. If you want to print it out, I recommend printing it from the PDF file (the option to view the image as a PDF file is supplied on the site).
Litigation Usage: None yet.
Found using search criteria: "Less educated" on the RJR site
QUOTES
Mr. Dick Nordine, Group Manager/Strategic Research R.J. Reynolds Tobacco Company
Winston-Salem, NC 27102
Dear Dick,
On behalf of all the attendees, I would like to extend our thanks to you and Jeff for your presentation on "The Less Educated Smoker." The presentation has already generated a lot of discussion as we found it to be most insightful.
Of particular interest to us was the perspective you gave on education and its impact on attitudes and smoking incidence. We shall begin using these breaks immediately when screening respondents for groups and any quantitative studies. Clearly those people who attended college but have not graduated are the more meaningful target for us.
As I mentioned to you at the end of the meeting, we are currently using the learning from the Youth Study and shall be applying it to upcoming projects on Camel and Project NG. Specifically, we have found that we can develop scales that are easily understood and relevant to our target. We are using them in both qualitative and quantitative studies. If you would be interested in discussing how we have incorporated your thinking into our creative development process, I would be happy to discuss it with you.
Thanks again for another study that we are sure will help us even more in the future.
Best Regards,
Paula Drillman
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