\n ## Form: Response Code Request Form ### Overview This is a scanned image of a response code request form, likely used for marketing or research purposes. The form requests information related to a direct marketing campaign involving mailers and viewer interest confirmation. It appears to be a document from RJR (Reynolds American) related to a product called "Eclipse". ### Components/Axes The form is divided into several sections: * **Header:** Contains "From", "To", "Date", and "Page" information. * **Main Body:** Contains sections for RJR Brand, Project Name, Description, Distribution, Timing, Data Entry, Agency, Fulfillment, and Comments. * **Footer:** Contains information about the Marketing Person Responsible for Project, Production Contact, Response Code Requested By, Copies of Confirmation Letter To, and handwritten notes/numbers. The form includes the following labels and fields: * **From:** Joyce Bagby * **To:** Brian Robbins * **Date:** 6/14/96 12:18:14 * **Page:** 2 of 7 * **RJR Brand:** Eclipse * **RJR Program #:** 601776 * **Response Code:** U19 * **Project Name:** 2-Free Pack Request - Viewership Interest Confirmation #2 * **Description:** Mail Launch Mailers without an invitation to Sneak Previews to Charlotte and Indianapolis to confirm interest and intent levels. Mailer has a BRC offer for free trial which is this response code. If returned smoker gets two free packs. * **Distribution:** * Quantity: 750 * Pct Response: 20.00 % * # of Responders: 150 * **Distribution Vehicle:** Direct Marketing * **Timing:** * DTS: 07/10/96 * Expiration Date: 08/01/96 * Offer Complete: 07/11/96 * Days Offer Open: 1 * **Data Entry:** * Supplier: M/A/R/C * **Agency:** * Agency Name: Mezzina/Brown * Contact Person: Tami LaManna * Phone #: (212) 251-7700 * **Incoming mail:** BRC * **If M/A/R/C is supplier, do you need a M/A/R/C P.O. Box?:** Yes * **Fulfillment:** * Company: M/A/R/C * Job Number: * Number of Items on Order Form: 1 * P.O. Box: * City: * State: * Zip Code: * **Comments:** [Blank field] * **Marketing Person Responsible for Project:** Mike Duffy - 0910 * **Production Contact:** Joe Leinster * **Response Code Requested By:** Mike Duffy * **Copies of Confirmation Letter To:** * Suzi Hicks * Terri LaMarre * Vanessa Oakley * **Handwritten Notes:** * 834-076 * 359 * 6910-69199 * Teresa Smith * Jack Bellis * Nancy Montgomery * **Source:** https://www.industrydocuments.ucsf.edu/docs/lffw0023 ### Detailed Analysis or Content Details The form is largely filled with pre-printed text and fields for data entry. The key data points are: * **Quantity of Mailers:** 750 * **Expected Response Rate:** 20.00% * **Expected Number of Responders:** 150 * **DTS (Date of Test Start):** 07/10/96 * **Expiration Date:** 08/01/96 * **Offer Completion Date:** 07/11/96 * **Offer Open Duration:** 1 day * **Supplier:** M/A/R/C * **Agency:** Mezzina/Brown, Contact: Tami LaManna, Phone: (212) 251-7700 * **Marketing Contact:** Mike Duffy (phone number 0910) * **Production Contact:** Joe Leinster * **Response Code Requestor:** Mike Duffy The handwritten notes in the bottom right corner appear to be related to tracking or reference numbers. ### Key Observations The form indicates a targeted direct marketing campaign for the "Eclipse" product. The campaign involves sending mailers to Charlotte and Indianapolis to gauge interest in a "sneak preview" offer. The offer includes a BRC (likely a barcode or response code) for a free trial, with the incentive of receiving two free packs of cigarettes upon return. The expected response rate is 20%, which translates to 150 responders out of 750 mailers. The short offer duration (1 day) suggests a time-sensitive promotion. ### Interpretation This document provides insight into the marketing strategies employed by RJR for the "Eclipse" product. The use of a response code and a free trial offer are common marketing tactics to encourage customer engagement and gather data on consumer interest. The form's detailed fields suggest a rigorous tracking and analysis process for the campaign's performance. The handwritten notes indicate internal tracking and communication related to the campaign. The document is a primary source for understanding the marketing and promotional activities of RJR during this period. The reference to "without an invitation to Sneak Previews" suggests a test or control group was also used, where some recipients *did* receive an invitation. This is a common A/B testing methodology. The form's existence on the industrydocuments.ucsf.edu website suggests it is part of a larger collection of internal documents related to the tobacco industry, potentially used in legal or research contexts.