Abstract:

In this study a multidimensional scaling approach is used in order to determine the effects on the marketplace of an advertising campaign for a menthol cigarette. The design of the study has been one of an experimental nature with one control group and two experimental groups. The study should serve a number of purposes. The main purposes were stated as:- 1. To determine, whether the chosen strategy was correct; 2. Given the strategy's correctness, to determine whether the campaign draft had the desired effect on perception and preference of Mint A and brand A; 3. Given the strategy's incorrectness, to determine whether the campaign might be harmful to the perception and preference for brand A.