Table 5.
Calculated Marlboro & Camel Scores for all Articles and Advertisement!
| Articles % Agree (n) |
Tobacco Ads % Agree (n) |
Non-Tobacco Ads % Agree (n) |
Total | ||
|---|---|---|---|---|---|
| Marlboro-Branded Unlimited |
Marlboro Score % Agree in Top Quartile (n) |
32.2% (211) |
69.1% (47) |
14.8% (78) |
26.8% (336) |
| Tough or Rugged | 40.1% (263) |
75.0% (51) |
25.8% (136) |
35.9% (450) |
|
| Solitude, Freedom, or Independence |
16.5% (108) |
54.4% (37) |
22.0% (116) |
20.8% (261) |
|
| Rural or Harmony with Nature | 36.6% (240) |
63.2% (43) |
17.0% (90) |
29.8% (373) |
|
| Classic, Traditional, or Nostalgic | 16.0% (105) |
66.2% (45) |
14.6% (77) |
18.1% (227) |
|
| Adventure or Excitement | 49.5% (325) |
38.2% (26) |
16.5% (87) |
35.0% (438) |
|
| Camel-Branded CML |
Camel Score % Agree in Top Quartile (n) |
31.6% (24) |
22.1% (25) |
-- | 25.9% (49) |
| Tough or Rugged | 34.2% (26) |
10.6% (12) |
-- | 20.1% (38) |
|
| Irreverence or Sassiness | 31.6% (24) |
12.4% (14) |
-- | 20.1% (38) |
|
| (Reverse coding) Rural or Harmony with Nature |
60.5% (46) |
89.4% (101) |
-- | 77.8% (147) |
|
| Classic, Traditional, or Nostalgic | 25.0% (19) |
27.4% (31) |
-- | 26.5% (50) |
|
| Contemporary, Modern, or Trendy |
84.2% (64) |
79.6% (90) |
-- | 81.5% (154) |
|
| Edgy or Rebellious | 5.3% (4) |
1.8% (2) |
-- | 3.2% (6) |
|
| Sociable | 19.7% (15) |
15.0% (17) |
-- | 16.9% (32) |
Components do not add up to 100% because items may be coded for more than one component.