Copy of Brand Audit Project - Cosmopolitan

8/7/2019 Copy of Brand Audit Project - Cosmopolitan

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InterviewerResponse N Age Nationality Primary Associations

Rate 1 - 5 1 2

1 2 CANADIAN Fun flirty

2 2 CANADIAN Cleavage

3 2 CANADIAN Fashionable not favourite

4 3 CROATIAN Girls

5 1 VIETNAMESEllen NYC

6 3 CANADIAN Sex in the City Drink7 2 IRANIAN Good

8 2 CANADIAN Fun Fearless

9 2 CANADIAN Sex tips fashion

10 2 CANADIAN Sex Fashion

11 2 CZECH Sex Women

12 2 CANADIAN Trashy

13 2 MEXICAN Women

14 2 MEXICAN Old age

15 2 MEXICAN Women

1617

18

19

20

21

22

23

24

25

2627

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45


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46

47

48

49

50


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Seconday Associatio

3 4 5 6 7 8 9 10 1

generic topics Accessories

Fashion

used to think funny

Female

Pink

Makeup Horoscope TrashTweens Innapropriate Stars

Fashion

Fashion

N.Y.

Magazine


4/22


5/22

s

2

Fashion; Vogue - styles, Instyle - styles columns, Economist - In depth articles, Bon Appetite -

Girls

Hollywood

Makeup

Women's stuff

Drink Cosmopolitan


6/22


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Topics Cosmo Covers

3 4 5 6 7 8 9 10 1

Women's Health Sex

Sex questions

Sex tips

Fashion

Styles

SexN/A

Health

Homosexual mastyle News website social Sex Tips

Sex

Sex

Sex

Fashion

Beauty

Men


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Number of Topics NameRead Mag

2 3 4 5 6 7 Number 1 Y / 2 N

1 1

1 1

Fashion 2 1

Healthy Living 2 1

Makeup Hair Clothing 4 1

Makeup Fashion Health Exercise 5 10 1

Sex Makeup Beauty Fashion 5 2

1 1

Fashion RelationshipsHollywood 4 1

Fashion 2 1

1 1

Sex Healthy tips How to look better 4 1

Fashion 2 1

Clothes Fashion 3 1


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11/22

Buy Mag Annual Spend on MagMags read

1 Y / 2 N $ amt 1 2 3 4 5

1 $70 Vogue Instyle Bon AppetiteEconomist

1 $30 Rolling Stone Intouch

1 $50 Instyle Flair

2 Daily News National Geographic

2 Seventeen

1 $50 Star1 $10 - $15 New York Time Elle

1 $20 GQ

1 $150 People Elle

2 Instyle

1 $50 Vogue Instyle Bazaar

2 Men's Health

1 $50 Wired Fader

2 Wired Fader H Magazine


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13/22

Why read each mag Read Cosm Read Cosmo Over anoth

6 7 1 2 3 4 5 6 7 1 Y / 2 N 1 Y / 2 N

2

Music Scandal Stories 1 1

Fashion Fashion 2

What's happening Articles, photos 2

Teenager topics 1 2

Mindless Escape 1 2News Fashion 1 1

Style 2

Hollywood Fashion 1 2

Sister has it at home 1 1

Style Trends 2

Topics that men are really interested in 1 1

Music Music, technology 2 1

2 1


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Why Buy Cosm How many p/ Annual Spend on Cosm

1 Y / 2 N Number $ amt

2

2

2

2

Similar to others 2

2Eye Catching , pictur 1 1 $10

2

Sex 2

Don't know any othe 2

more interesting tha 2

2


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Aware of other Cosmo o List other offerings Use other offerings

1 Y / 2 N 1 2 3 4 5 6 1 2

1 TV network Website No No

1 Horoscopes TV show No Preview Only

2 No

1 TV network Yes

1 Website Yes

1 Website No2 No

1 TV network No

1 TV network No

1 TV network No

2 No

2 No

1 TV network Website Yes Yes

2

2


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20/22


21/22

Dates p/mIncome EducationRel Stat GenderChildrenEmploy

1 - 4 rate $ amt 1 - 5 rate 1 - 4 rat M / F 1 Y / 2 N1 - 5 rate

2 $10,000 - $24,9 4 3 F 2 2,3

2 $35000 - $49,9 5 3 F 2 1

$50,000+ 3 2 F 2 1

2 $10,000 - $24,9 5 2 M 2 3

0 - $9,999 1 3 F 2 3

3 $35,000 - $49,9 5 2 F 2 10 - $9,999 4 3 F 2 3

$35,000 - $49,9 5 3 F 2 1

0 - $9.999 4 3 M 2 3

4 $10,000 - $24,9 4 3 F 2 2,3

3 0 - $9,999 4 2 F 2 3

$10,000 - $24,9 4 3 F 2 3

3 0 - $9,999 4 2 M 2 3

3 $10,000 - $24,9 5 2 M 2 3

0 - $9,999 4 3 M 2 3


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Date post:	08-Apr-2018
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Copy of Brand Audit Project - Cosmopolitan

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