Content of brand advertising in retail trade publications*
| Premium | Mainstream | Value | Total | |
|---|---|---|---|---|
| *Number of unique advertisements January 2001 to June 2003 containing the listed content. | ||||
| Number of unique advertisements | 23 | 11 | 10 | 44 |
| Number of brand families represented | 8 | 2 | 3 | 13 |
| New things announced | 8 | 5 | 4 | 17 |
| Cigarette pack appears | 19 | 11 | 9 | 39 |
| Imagery other than pack or trademark used | 20 | 9 | 6 | 35 |
| Text schools in retailing | 6 | 9 | 8 | 23 |
| Positioning statement used | 15 | 6 | 7 | 28 |