Ad type* | Brand (n=unique print ads) | Media channel | Volume† | Spend |
---|---|---|---|---|
Primary | Newport | |||
(n=35) | Direct mail | 11 795 561 | US$6 367 177 | |
(n=1) | NA | NA | ||
(n=28) | 105 | US$7 638 300 | ||
(n=1) | Online | 2 | US$126 | |
Marlboro | ||||
(n=28) | Direct mail | 7 445 241 | US$4 303 084 | |
(n=7) | NA | NA | ||
L&M | ||||
(n=5) | Direct mail | 1 030 255 | US$688 172 | |
Camel | ||||
(n=86) | Direct mail | 16 984 860 | US$10 255 159 | |
(n=1) | NA | NA | ||
American Spirit | ||||
(n=4) | 30 | US$1 758 600 | ||
Pall Mall | ||||
(n=9) | Direct mail | 796 725 | US$535 796 | |
Total (n=205) | US$31 546 414 | |||
Secondary | Camel | |||
(n=12) | Direct mail | 1 904 539 | US$1 034 790 | |
L&M | ||||
(n=33) | Direct mail | 11 806 245 | US$6 107 631 | |
Marlboro | ||||
(n=7) | Direct mail | 2 382 180 | US$1 012 949 | |
(n=2) | NA | NA | ||
American Spirit | ||||
(n=10) | Direct mail | 3 621 100 | US$ 1 720 500 | |
Wave | ||||
(n=3) | Direct mail | 479 800 | US$ 214 100 | |
Total (n=67) | US$ 10 089 970 |
*Advertisement type refers to whether the ad was specific to a menthol cigarette product (primary) or whether the ad was specific to a regular cigarette product but featured some mention of their menthol cigarette brand (secondary). Secondary ads may be specific to regular cigarettes but if feature their menthol cigarette brand somewhere in the advertisement or mention the availability of a menthol brand in text.
†Volume is specific to the medium; for print, this refers to the number of times in which the ad was printed in a magazine during the specified time period. For direct mail, the volume refers to the estimated number of individuals that received ads through direct mail. For online, volume refers to the number of days that the ad appeared on a particular website.
NA, not applicable.