USC Tobacco Industry Monitoring Project Collection
RECOMMENDED PRODUCT SAMPLING & IMAGE BUILDING PROGRAM FOR BENSON & HEDGES CIGARETTES AMONG BLACK AND HISPANIC CONSUMERS
Abstract
Document prepared for Wells, Rich, & Green advertising by Special Market Services, Inc. Presents an image building program for Benson & Hedges aimed at Black and Hispanic consumers. Covers background, objectives, program overview, execution procedures, organizational structure, and appendices focusing on specific issues. Anticipates building "long term, mutually beneficial relationships between Benson & Hedges brands and key components within the target communities" based in part on "an aura of social responsibility." Mentions that providing employment opportunities and "establishing rapport with key organizations and individuals in the target communities" will "provide an excellent source of positive publicity." Advocates using "a prominent women's organization in each market to 'co-venture' on the effort," so long as feminist organizations are avoided. Names key project managers and lists the basis for their appeal to relevant demographic groups.
Fields
- Target Market
- African American
- Hispanic
- Women
- Hispanic
- Strategy
- Yes
- Message
- None
- Pleasure
- Pride
- Pleasure
- Subject
- demographics
- Hispanics
- Latinos
- marketing
- Philanthropy
- Social Responsibility
- Women
- African Americans
- Hispanics
Document Images
