Promotion is featured in selected younger adult publications.
The offer is made to consumers a free French Camel T-shirt via a toll free 800 number. The Camel T-shirt promotion has been run on numerous occasions, including a run in selected markets in Moviegoer magazine. Detailed quantitative assessment of findings by magazine type, sex, age and brand are given. Conclusions indicate that the demographics of respondents are inconsistent with Camel YAS target segment and toll free programs represent a unique opportunity to generate trial and stimulate competitive conversion. Publication frequency of magazines is compared in terms of promotion respondents.