Proposal for a motivational research study of the current and indicated future impact of Johnny Philip Morris on the advertising, promotion, merchandising and sales of Philip Morris cigarettes - Market Research and American Business, 1935-1965

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Field name	Value
Title	Proposal for a motivational research study of the current and indicated future impact of Johnny Philip Morris on the advertising, promotion, merchandising and sales of Philip Morris cigarettes
Box Number	27
Report Number	736A
Library	Hagley Museum and Library
Copyright	Hagley Museum and Library
Date	Aug 1956 Find out more about this year
Document Type	Proposal
Industry	Tobacco
Commissioned by	Philip Morris, Inc.
Conducted by	Institute for Motivational Research, Inc.
Place	Croton-on-Hudson, New York
Company	Philip Morris, Co., Ltd. Go to Business Biographies
Brand	Philip Morris
Method	Interview; Test
Keywords	brand association, cigarette, smoking, tobacco, public opinion, radio advertising, television advertising, promotion, sales, merchandising, advertising character, symbolism, signs and symbols, women, female consumer, projective techniques, psychometric testing Go to Glossary
Language	English
Document linked to	A proposal for a motivational pilot study of the advisability of using the phrase "long size" in Marlboro packaging and advertising The motivations of word-of-mouth advertising in cigarettes A motivational research study of the current and indicated future impact of "Johnny" Philip Morris on the advertising, promotion, merchandising, and sales of Philip Morris cigarettes Summary of meetings on Parliament The motivating response patterns to the Marlboro "Rancher" commercial