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. Author manuscript; available in PMC: 2010 Apr 6.
Published in final edited form as: J Adolesc Health. 2009 Jun 21;45(3):268–280. doi: 10.1016/j.jadohealth.2009.02.008

Table 1.

Summary of PM Research on Unlimited

Study Purpose of study Key Findings
Pre-Production Market Research 1995 YAMS
Focus Groups
[50, 59]

  • To explore young adult male Marlboro and Camel smokers’ (YAMS) reactions to the Unlimited concept and prototype [51, 59];

  • Interviews in Teaneck & Englewood, New Jersey and Phoenix, Arizona, Mar – Jun 1995 [51, 60].

  • YAMS perceive magazine favorably, particularly when matched with their activities and interests [51];

  • Marlboro-branding of Unlimited seen as a very positive factor [51];

  • Seen by readers as a customer appreciation and encouragement of brand loyalty [51];

  • Criticisms of expensive items listed in magazine (e.g., $450 fishing reel and $5,000 jet fighter camp) [51], and too many ads [61].
1995 YAFS
Focus Group
[62]

  • To assess the interest of young adult female Marlboro smokers (YAFS) to the Unlimited prototype [62];

  • Interviews in Englewood, New Jersey, Sep 1995 [62].

  • Marlboro “Red” smokers perceived magazine favorably because it covered topics usually excluded from women’s magazines [62];

  • Marlboro “Lights” smokers least receptive because magazine is too masculine [62];

  • YAFS accept a male bias in editorial because it is Marlboro-branded, but find sexist language in it unacceptable [62, 63].
Unlimited Reader Surveys Fall 1998 [52]

  • To monitor reader reaction to the editorial content of Unlimited [52];

  • To determine the lifestyle interests of readers [52];

  • Interest in readers’ ownership of vehicles, participation in leisure and sports, and future purchasing of a computer [52];

  • 6,378 responses [52, 58].

  • About 95% describe Unlimited as fun, outdoorsy, and rugged [36].

  • 65% state knowing Unlimited is presented by Marlboro gives them a more favorable impression of the brand [36].

  • Almost half of readers plan to buy a computer and 40% have online access [36];

  • 89% state others will read their issue; Average number of other readers: 3.6 [58].
Fall 1999 [53,
64]

  • To understand awareness of and reactions to Unlimited [53, 64];

  • Learn about how Unlimited adds to Marlboro brand equity [53];

  • Learn how long-term receipt of Unlimited translates to positive perceptions of Marlboro [53, 64];

  • 615 Young adult smokers surveyed by telephone from PM database in April 1999, and data compared to 400 young adult smokers who never received Unlimited [53, 57].

  • Unlimited reinforces masculine image of Marlboro brand [57];

  • 67% know Unlimited is sponsored by Marlboro [53];

  • YAMS who smoke competitors cigarettes and receive Unlimited have a more favorable view of the brand than those who do not receive it [53];

  • Marlboro YAS who received 4 or 5 issues still like it, but “the novelty of Unlimited Magazine [sic] may be wearing thin” [57];

  • No real benefit to the Marlboro brand to continue sending Unlimited to YAF who smoke competitor’s brands [57];

  • Unlimited can work as a reward for brand loyalty, and as an image enhancement vehicle to YAMS of competitor brands [57].