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• CAJ~L FILTER . Perhaps the com~inat£on of these two factors help tho brand in the near future. ~D~VEWI'ISINI P~$ ~dver' When we off ~,-advertts~n~ expenditures ~opp~d slgni~- cantly.~le st~ll bel~ the pre-TV ad ban level~ expcnd~tureswexe up a~u~ 17t over the 1972 level. 1924 ex~nditures are up slightly from 19~3's~ s£mpl~ to ~ver 1968 1969 1970 1971 1~72 1973 1974 ~Expenditures ~~ 7.3 H£1 8.9 H£1 ~.4 ~:~6.S H~I" 7.0 ~cludes pr~uct~on costs 0 0 74M00516 CX 38-A

2. Campaign Chanqes The most recent campaign change occurred An January, 1973, with the "Can You Spot" extention of the "Not For Everybodys campaign. Currently, the "Turk" campaign is under consider- ation. The "Turk" campaign is image oriented and advertising research has indicated it to have persuasive power. The recently completed Turk mini-market showed a noticeable shift in the brand's image toward it being a brand fo~ younger people! and brand attitudes improved among those under age 35. This campaign will begin maxi-market test in California July 1. If success£ul, the new campaign vii1 go national in early 1975. Parts of the test area will also include a new blend and a higher spending level. & similez test for "Can Y~G~.~p~t" will be conducted simulLaneously in Syracuse and~,¥~ CkNEL FILTER ~md Au~q~i~66 - F.eb. 1962 Born Rich ~ N Felb.~l~967 - Nov. 1967 "G~d Guys" • ,Nov~96~- Sept. 196. "Extra ~ng" ~an.~3 - P~esent "Can You ~ Se~967 - Jan. 19~3 "Not For Every~ PrOd ~a~ . . In Jan~ 1972, the brand began usin~ newspapers for the first time. In January, 1973, the move was complete with newspapers being the only local ~edia (no Outdoor). Host of this ,As with Sunday supplements. " ! 1972 1973 1974 '" ~:'~-~i I $ 5~-8--~i I $ 6.'~,i I $ ? .-'~i I Expend ~u Magazines (t) SOt 48t 34t 43t Newspapers (t) - 32 55 47 Outdoor (t) 40 10 - - Other (t) 2 3 4 4 Production (t) 8 74M00517 -2- o o O • CX 38-B

4. Sales Promotion and Special Events a. Sales Promotion C~L Filter had scheduled only one primary pro~tlon last year. It was during May-3une and featured the Pantera Sweepstakes which produced about 940,000- entries. Two promotions are planned for 1974: the "Not For Everybody" sweepstakes has just been completed (Ma~ch- April) and a media-only self-liquidator is September-October. b. Special Events In i973 CAMEL Filter began sponsoring IMSA Auto Racing ($450,000) and Auto Stunt Driving ($75,000). These . will continue in 1974 with the IMSA spending increased to $600.,000. Both programs run from approximately Apr~;~h. rough October. I~HIFTS IN C~MERS KN~¢LEDGE/ATTITUDES IMAGES Campai~forts The mo~.,~cent-T~e~- campaign communication studies sugges~ ......... ~ th~m~mDaiqn's ability tO communicate and persuade i%~Isein~-m~.intained. The recent sales strength, while ~st,~ncides with the "Can You Spot" campaign. TOTAL S~KERS MALE SMOKERS June 73 Jan. 74 June ?3 Jan. 74 Correc~.~ertising Aware. 40 43 47 45 Heard o~EL Filter ?8 81 8~ 85 Tried 1~J--Nonths ? ? ~ 8 Bought I-3 Months 5 5 ~ S Rating Brand ?0 and Above 24 22 23 Advertising Execution All indications are that the "Can You Spot helpe~ advertising awareness. Recall scores ar~ stall considerably above the corporate average: Recall Exccut£on Da~e Score RJR ~vera~e "Thea--~~ (Newspaper) 8/12/72 --~ 4t "Park" (Newspaper) 8/12/72 12 4 "Theater" (Magazine) 9/25/72 22 "Park" (Magazine) 9/25/72 21 "Airplane" (Magazine) 9/ 5/?3 11 6 "Zoo" (Magazine) 5/ 9/74 14 -3- 74M00518 CX 38-C

3. Consumcr Attitudes Compared to major competition, consumer attitudes toward CAMEL Filter are s~mewhat unfavorable. WINSTON (Feb. 74) Marlboro (kpr. C~L F~lter (3an. 74) t Ratin~ Brand 704, CN~EL F£1ter's prinary problem with respect to consumer attitudes are reflected by the high percent of unfavorable strength and taste ¢on~ents. User Image Consumer's perceive the CkHEL Filter product as being primarily for men, older smokers, persons with old fashion ~deas, and lesser educated people. ~.. Switchi~--q After ~oing off TV, CN~EL Filter's ability to attract~chers from other brands declined ~n~idcrably. Howcver~cent N~ data suggests ~ts sw~tch-~ rate has ~ levcled~).e ~uch lower than before, th~s rate is still ~q~e h~ompared to compet~to~s~ Rat~Swit~rs Gained (Indexed~,• ~m~AHEL F$1te~l÷) 214 238 222 166 150 NA NA NA ~+) NA NA NA 170 156 220 128 158 NA NA NA NA 83 92 104 78 85 NA NA NA 80 77 '~7 58 65 ~H'~ever, the brand*s ~c~n~nuos to be ~or co=pared ~o :a~or co:pet~t~v¢ bra~s ~d ~o brands of ban have not ~en ~I~STO~ K (18÷} arlboro iceroy K (1.~+) *Indices of switchers are determined by dividing a brand's share of total switchers by the brand's beginning share of smokers. Therefore, an index nun~er belo~ 100 indicates th-~ brand is ~etting les~ than its share of switchers~ while ~., index number above lO0 indicates the brand is getting more tha ~ its share. -4- .R 5 0 0 74M00519 CX 38-D

III Profile - C~EL Filter's prof£1e demonstrates sonm potentlal ~or gr~'th in that the brand's share anmng younger s~okera is relative|y 90od. . CAMEL Filter's NFO Share of S~kers By Aqe YO~ 14-2________~0 18-20 21-24 25-24 35-49 M~LES ONLY 'Apr. 73 " 1.6 2.2 2.1 1.4 1.2 1.4 2.1 Oct. 73 .1.4 1.6 1.? 1.? 1.1 1.2 1.8 TOY. SkY~LE Apr. 73 1.0 - 1.4 1.$ .S .8 .9 1.4 Oct. ?$ 1.0 1.3 1.3 1.2 .? .9 1.4 Ho~ever, there appears to be some significant deterioration ~n the brand's share among the younger smoking groups as noted in past reports. ,~.J~EL F~Iter Share of Smokers (Total Sampl,e) .~qe__ ~'. 1971 Apr. 197_2 Oct_. 1--972 Apr. 197:3 ~t~ 1~ 18-20 ~3.9 2.5 1.9 1.5 1.7 ~.4 14-20 2.5 2.2 1.3 -$- .5 2 74M00520 CX 38-E

Statement of Business: Ck/4EL Regular is continuing its decline - currently at • rate of about 3.$ to 4t. This rate of loss appears not to b@ •, bad as in previous years. C~iEL Regular Volume Percent Change ~u,ly-Dec. 0an.-Ma¥ Current -$.2 Previous ~m~,un~ar¥ of ~_"ness Indicatorss ~ .he data su~ts Ck~EL Regular will continue its decline at ~bout or so~w4~at less than the current rate. ~llmtrti'aj~expenditures for 1974 are to be $1,750,000. This expendi~ is about in line with past expenditures since Yr. 1971 1972 1973 1994 $1~ $1.6 Nil $1.6 Ell $1.6 Nil CAHEL ~r. stopped TV advertising in Hatch. 1969. Campaign Chan~es The current ('Good Reasons") campaign has been running since Harch~ 1971. ~n alternate campaign ('Original Cigarette') was tested and used nationally for several months beginning ~n ~pril. However~ due'primarily to this campaiqns impact~ the brand group is returning to the "Good Reasons~ campaign in ~uly. "6- O O O 74M00521 5 CX 38-F

CAMEL REGULkR C~P~IGN HISTORY D•t~e Aug. 1967 - Jan. 1970 Jan. 1970 - Sept. 1970 Sept. 1970 - H•r. 1971 H•r. 1971 - Present 3. Media Changes Name "Walk & Mile" "Touch of Turkish" "Double Exposure" "GOod Re•son~" • Sales Promotion and Special Events a. Special Events Since going off YV in Hatch, 1969, CN~EL Regular has use~ magazines only. However in 1974 about 11t of the med~a budgct is in Sundaysupp]ements w~th the renmlnder essentially ~n magazines. b. Sal~.romotion C~Jd~gular has had a media supported promotion during the~_OGt6ber - November, 1973, promotional period, • .'po~td~ promotion celebrating ~L ~qular's 50th ~nn~ary. Field sup~rt continues through Octo~r, - Nothing to re~. . ~L R~r ~ent off W in March, 1969. Since then its advertising •w•reness has drop~d. Note ~s drop has ~en relativel~ slow compared to s~e brands. Preliminary results of a feint ~S suggest ~e awareness ie; still holding up well. Feb. 1969 Nov. 1969 ~rect Awareness 73t 66t 61t 5(t 64t *New CCS Methodology. -?- 74M00522 2 CX 38-G

2. Advertising Execution Y~o C~F~L Regular executions shc~ed an above average secret Execution ~Crushed Pack" (Hagazine) "Touch Football" (Magazine) ~ZCkLL Date Score RJR,,,,,Aversge key. '?1 --I3- 0uly '71 9 The "Crushed Pack" execution has been used extensively since its test. Consu~er Attitudes e~ric ~es and slightly below the average for the non-filter categorJ~--~ ~v~3, (R) Gains Los s~s ~ Diff. Switchin~ Rate (Indexed)i 18 and Over 4/71 to 10/71 to 4/72 to 10/72 to 4/?$ to , I0/?I 4/?2 101"/2 41"/3 41 43 42 41 48 SO 49 59 Non-Filter Cat. Gains 4S SS 48 57 58 m Losses 59 65 66 66 71 ~lndices of switchers are determined by dividin~ a brand's sharc of total s~itchers by the brand's be~inn~ share O~ smokers. Theregore, an index number below ~ ~0 indicates the brand is getting less than its share of sw: ~chers# ~hile an ~,dex number above 100 indicates the ! ~and is getting ~ore than ~ts share. (0u~tters and no; s~okers are not ~ncluded.) -8- 74M00523 2 4 CX 38-H

v Profilos - C~L l~qular's age profile is old, and certainly limits Sts future= CAHEL Ro~ular'$ N~O Share of Smokers by Total 18-20 21-24 IV. N~Z BPJ~NDS -Nothing to report. ~- Nothing to report. 25-34 35-49 50÷ e~ -9- O t~ 74M00524 CX 38-I