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~CJ;L331J~61~b F k\, 211¸] ~32 Ill I~, Clarion January 21, 1991 Mr. Jim Bogie Product Manager The American Tobacco Company Six Stamford Forum P.O. Box 10380 Stamford, CT 069042880 Dear Jim: This letter serves to provide a profile of respondents to the Lucky Strike Free Commemorative Pack Offer. Through last month, a total of 3,637 responses were processed by The Fulfillment House. Key findtsgs were as follows: Respondents don't seem to be switchers. Close to seven out of every ten of them (68.9%) have smoked their current brand two (2) years or longer. Over halt (52.4%) smoked their previous brand two (2) years or longer. About 22% smoke Marlboro, 12% smoke Camel, slighlly less than 12% smoke Lucky Strike and 10% smoke Winston regularly. Marlboro was the previous brand choice of over 17% of respondents. Camel was the previous brand choice of almost 11%, A[most 84% of the respondents were male, A malodty of the respondents - 45.5% were between 36 and 54 years of age. Respondents aged 2~ to 34 compdsed almost 32% of total response base. Respondents were overwhelmingly non-menthol (82.5%}, regaladking size (68.7%) smokers. Reepomdents prefer soft packs (almost 81%) and are carton buyers (over 84.3%).

Mr. Jim Bogie January 21, 1991 Page 2 In summary, respondents are: Male But older than anticipated And loyal current brand smokers A tab key of survey resuIta and a copy of the free commemorative pack offer survey are atiaabed. Please call me with any questions regarding these findings. Sj~erely,/) 1 ,/, Dan g molen Account Supervisor attach. cc: Mr. Ken Noone, ATCo Ms, Jill Flavin, ATCo Ms. Ellen Ashkin, ATCo Mr. Howard Go[dfrach, Ctarion Mr. Mike Bedell, Clarion Mr. Dave Mackey, Clahon Mr. Paul Iffland, Ctadon Ms. Laurie Wamecke, Clarion Ms. Anita Kozmlnsky, Clarion Mr. Emil Dispenza, Clarion Mr. Joe Kilian, Clarion

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Mr. Jim Bogie January 21, 1991 Question 1 (Smoked current brand) Less than 6 months 6-12 months: 1-2 years: 2 or more years: Unknown TOTAL _# 259 809 412 2,566 15..~! 3,637 7.12 8.50 11.33 68.9O 4.15 100.00 Question 10 {Smoked previous brand) Less than 6 months 6-12 months 1-2 years 2 or more years Unknown TOTAL _# 515 308 534 1,904 376 3,637 % 14.16 8.47 14.68 52.85 lO.34 1O0.O8 Question 3 (Sex) Male Fem~e Unknown TOTAL 3,048 584 3,637 °z~ 83.81 16,06 13 100.00 Question 4 (Aqe) 21~4 35-54 55+ Unknown TOTAL 1,146 1,653 827 3,687 31.51 45.45 22.74 .30 100.0o

Mr. Jim Bogie January 21, 1991 Question 6 (Flavor) Menthol Non-Menthol Unknown TOTAL Question 6 (Lenqth) Regular/King Size 100's 120's Unknown TOTAL Question 7 (Styte) Ultra Ught/Mi[d Ught/Low Tar Full Flavor Non-Filtar Unknown TOTAL Question 6 (Packaae~ Soft Pack Box Unknown TOTAL Question 9 (Usually Purchase1 Pack Carton Unknown It 611 3,000 2_6 3,637 2,499 1,026 85 2~7 3,637 356 1,034 1,798 378 4 3,637 tt 2,936 668 33 3,637 _# 1,273 2,337 27 16.80 82.4-9 .7._$1 100.00 ¢/o 69.71 28.21 2.84 .74 100.00 9.79 28.43 49.35 10.39 2.o4 1O0.0O 80.73 18,37 100,00 % 35.00 64.26 .74 TOTAL 3,637 t OO.60

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