TABLE 2.

—Comparison of Marketing Research for “Youth Smoking Prevention” and “Young Adult Marketing” by Philip Morris

“Youth Smoking Prevention” Research137	“Young Adult” Marketing Research140
Key question areas to include	Profiling the young adult male smoker
• Lifestyle	• Leisure time activities
• Pop culture	• General attitudes
• Dating	• Social circles
• Aspirations	• Aspirations and objectives
• Not smoking in the context of things that	• Attitudes about smoking
most concern teens today	• Brand image