R.J. Reynolds memorandum discussing selection of first brand
Title: THE PURPOSE OF THIS MEMORANDUM IS TO ANSWER THE QUESTION "WHAT CAUSES SMOKERS TO SELECT THEIR FIRST BRAND OF CIGARETTE?"
This marketing memo from the R.J. Reynolds collection dissects the psychological needs of children, discusses how cigarettes help them gain confidence, bolster their self-image, help them cope with boredom, conform with their peers, appear sexually precocious, cope with life's transitions, and be respected as a grown up:
The purpose of this memorandum is to answer the question "What causes smokers to select their first brand of cigarette?" ...For legal reasons, we have been unable to directly survey smokers under 18 years of age (as will be shown most smokers begin smoking regularly and select a usual brand at or before the age of 18). Therefore...we have to hypothesize to a considerable extent as to what causes initial brand selection...
Author TREDENNICK DW;MARKETING RESEARCH DEPT
Collection RJ Reynolds
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