University of California, San Francisco Legacy Tobacco Documents Library Jacinta Penkszyk DIR Term Project Overview December 3,

Client and Search Statement Client: Client: Dr. Jianqiang Wang Search Statement: Search Statement: All documents which describe, refer to, report on, or mention any “in- store,” “on-counter,” “point of sale,” or other retail marketing campaigns for cigarettes.

Search Engine Used University of California, San Francisco Legacy Tobacco Documents Library All searches conducted in expert search and in all collections.

First Search Query 1 st Search Query: 1 st Search Query: (wom?n or children*) and (ad campaign* or advertisement campaign*) Search Results: 85,733 documents found Search Results: 85,733 documents found Saved to Book Bag: 50 results Saved to Book Bag: 50 results Problems With Results: Too many of the results were about anti-smoking or anti- tobacco ad campaigns. Problems With Results: Too many of the results were about anti-smoking or anti- tobacco ad campaigns.

Fifth Search Query 5 th Search Query: 5 th Search Query: (“African American?” or “American Indian?” or “Alaska Natives?” or “Pacific Islanders?” or Hispanic? or Latino? or Mexican? or “Puerto Rican?” or Asian?) or (“yas” or “young adult smoker?” or wom?n or m?n) or (“armed force?” or army or navy or “air force” or marines) and (market? or “market plan?” and “point of sale?” or “retail market?” or “ethnic market?” or “military market?” or “black market?” or “Hispanic market” or “blue collar market” or “female market?” or grassroot? ) and (“point?of?sale?” or “target market?” or “in?club promotion?” or billboard? or “commercial art”) NOT (“anti? smoking?” or “anti?tobacco?”) Results: 113 documents found Results: 113 documents found Saved to Bookbag: 92 results Saved to Bookbag: 92 results

Problems with Fifth Search Query and Previous Queries First five search queries were to narrow and concentrated on specific user groups that the marketing plans were targeted at. First five search queries were to narrow and concentrated on specific user groups that the marketing plans were targeted at. Dr. Wang was interested in cigarette company marketing plans that targeted all user groups and not specific user groups. Dr. Wang was interested in cigarette company marketing plans that targeted all user groups and not specific user groups. Recall, the number of documents retrieved was more important to Dr. Wang then precision. He said that “Recall” is more important in legal research. Recall, the number of documents retrieved was more important to Dr. Wang then precision. He said that “Recall” is more important in legal research.

Solutions to Query Problems Brainstormed and came up with broader search terms for marketing plans, target users and promotional methods. Brainstormed and came up with broader search terms for marketing plans, target users and promotional methods. Broadened my search terms so that they would not exclude documents that were aimed at user groups that I did not include in my search query. Broadened my search terms so that they would not exclude documents that were aimed at user groups that I did not include in my search query. Wildcard character, *, further helped broaden the results because it told the search engine to retrieve documents that contained variations of the words strategy and advertising. Wildcard character, *, further helped broaden the results because it told the search engine to retrieve documents that contained variations of the words strategy and advertising.

Solutions to Query Problems Continued Other Wildcard character, ?, also helped broaden search results because it told the search engine to find documents that contained various spellings of the word point of sale. Other Wildcard character, ?, also helped broaden search results because it told the search engine to find documents that contained various spellings of the word point of sale. Using OR between the various search phrases/words broadens the search because it tells the search engine to find documents that contain any of these words or phrases. Using OR between the various search phrases/words broadens the search because it tells the search engine to find documents that contain any of these words or phrases. Put NOT before (“anti?smoking” and “anti?tobacco”) so that the search engine would not include documents that contained these two words in the results. Put NOT before (“anti?smoking” and “anti?tobacco”) so that the search engine would not include documents that contained these two words in the results.

Final Search Query: Ninth Search Query Ninth Search Query: Ninth Search Query: (ad or advertisement or “market plan” or marketing strateg* or “sales promotion” or “test market” or “corporate marketing strateg*” or “marketing strateg*”) or (“target market” or “target audience” or “special market” or “key market” or “retail market” or “emerging consumer market” or “key consumer group market” or “unique distribution market” or “retail outlet”) or (“promotional options” or “message source” or “communication deliver” or “media outlet” or “point?of?sale” or display* or “personal sell” or “media” or “commercial art” or “advertis*” or “personal selling” or “street presence” or “retail dominance” or “marketing outreach” or “promotion/display” or “retail promotion” or “POS” or “display selling aid” or “retail plan” or “purchase pattern”) NOT (“anti?smoking” or “anti?tobacco”) (ad or advertisement or “market plan” or marketing strateg* or “sales promotion” or “test market” or “corporate marketing strateg*” or “marketing strateg*”) or (“target market” or “target audience” or “special market” or “key market” or “retail market” or “emerging consumer market” or “key consumer group market” or “unique distribution market” or “retail outlet”) or (“promotional options” or “message source” or “communication deliver” or “media outlet” or “point?of?sale” or display* or “personal sell” or “media” or “commercial art” or “advertis*” or “personal selling” or “street presence” or “retail dominance” or “marketing outreach” or “promotion/display” or “retail promotion” or “POS” or “display selling aid” or “retail plan” or “purchase pattern”) NOT (“anti?smoking” or “anti?tobacco”) Search Results: 3,086,540 documents. Search Results: 3,086,540 documents.

Ninth Search Query = Most Effective Query Most effective search query because it returned the biggest recall of documents about retail marketing campaigns for cigarettes. Most effective search query because it returned the biggest recall of documents about retail marketing campaigns for cigarettes. The first fifty documents that I looked at were all marketing plans from different cigarette companies. The first fifty documents that I looked at were all marketing plans from different cigarette companies. This search strategy was more effective then the previous ones because I left the search term, campaign out of the search term. This search strategy was more effective then the previous ones because I left the search term, campaign out of the search term. All of the searches that I had conducted with the truncated or non truncated version of campaign resulted in the search engine retrieving irrelevant documents about anti-smoking or anti-tobacco campaigns. All of the searches that I had conducted with the truncated or non truncated version of campaign resulted in the search engine retrieving irrelevant documents about anti-smoking or anti-tobacco campaigns.

Final Client Feedback November 10, 2008 Perfect! As I said, I myself even do not quite understand the scope of documents that satisfy the search topic, something I will find out during the TREC conference next week. What I know at this point is that it is estimated that there are about one million relevant documents in the collection. By the time I return, I will be able to tell you more about it. Regardless, I believe you made great effort on the project. Nice job! Jianqiang