Our Target Is (More) Downscale; Typically They Are:

Our Target Is (More) Downscale; Typically They Are:

This marketing document from the R.J. Reynolds site (Target Market Study - Salem Soundwaves) summarizes RJR's "target market," mostly "young adults," who do not attend college (to whom the document refers as "kids"). The paper offers a bleak description of RJR's young "targets" for cigarettes advertising:

"Our target is (more) downscale; typically they are:

and
 * less educated than others...
 * not necessarily in college
 * into escapism because they have no intellectual diversions
 * There's lots of stress in their lives because of the absence of long-term goals...nothing to look forward to


 * They have a tunnel vision of the future because there's no college/greater opportunities to look forward to.

The marketers zero this group's susceptibility to advertising:


 * They're more impressionable to marketing/advertising...
 * ...they're more susceptible.
 * They are less formed intellectually...more malleable.

The marketers seek sexually-oriented ways to appeal to these young people:

"Is there anything about the interest in sex that we can leverage?...Should we be more involved with skin events?"

Title OUR TARGET IS (MORE) DOWNSCALE; TYPICALLY THEY ARE: Date 19890920 Bates 515603998/4000 Collection RJ Reynolds Pages 3 URL: http://legacy.library.ucsf.edu/tid/pbs92d00

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