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Konsumentundersökning Nicotinell

Konsumentundersökning Nicotinell. På filmen ”Fimpa röken – behåll glöden”. Methodology. The copy testing study uses an internet methodology, targeting respondents from a national online panel Adult Respondents age 21-74 Respondent must be a quitter :

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Konsumentundersökning Nicotinell

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  1. KonsumentundersökningNicotinell På filmen ”Fimpa röken – behåll glöden”

  2. Methodology • The copy testing study uses an internet methodology, targeting respondents from a national online panel • Adult Respondents age 21-74 • Respondent must be a quitter : • Smoked but quit in the past 6 months, • In the process of quitting smoking,or • Intend to quit smoking in the next 6 months • OR Respondent must be a reducer : • In the process of reducing smoking,or • Intend to reduce smoking in the next 6 months • 30-minute self-administered online questionnaire • A total of 500 interviews were conducted

  3. Quitting is something positive, an healthy approach S - Swedish • Well and healthy without cigarettes. • Felt I could get more energy. • Clear message. • Nice bike. • Gives good message • about stop smoking. • Shows that quitting • smoking is something • positive. • Message gets through. • Catchy slogan. • Looks very well and happy with no • need for nicotine. • Looks satisfied. • Boring. • Doesn’t directly reflect the • product. FEELINGS • Don’t have to sit at • table to smoke. • Looks unpleasant to smoke • sitting opposite someone. • Good looking woman. • Naked girl in the bathtub. • Sensual, beautiful. • Boring. • Doesn’t say anything. • The text ruins the picture. INTEREST

  4. Describe to a Friend

  5. Describe to a Friend (cont’d)

  6. Main Idea

  7. Main Idea (cont’d)

  8. Brand Imagery vs. Advertising: “Agree Completely/Agree Somewhat” Ratings

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