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. . .and in France
| The first 150 words of the full text of this article appear below. |
Meanwhile, Winfield's European forays have spread to France, with a
summer advertising launch that included Winfield folding chairs
appearing in typical summer holiday locations, such as cafés. In an
apparent attempt to teach the French the new brand name, the word
Winfield appeared with some of its letters missing. But maybe Rothmans
made a rather elementary mistake, ignoring industry research findings
and pitching the challenge too high for the abilities of its target
audience? It may have forgotten work in the USA by Brown and Williamson
cigarette advertisers Ted Bates, which employed 18 focus group
interviews on the subject of smoking in 1975. A report prepared for
Bates by market research firm Marketing and Research Counsellors Inc of
New York commented on the rationalisation which many smokers practice
to justify continued smoking when they know how dangerous it is.
Smokers, said the report, "have to face the fact that they are
illogical,
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