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European Attitudes To Smoking & Corporate Behaviour In This Context A Research Presentation for Philip Morris Corporate Affairs Europe prepared by RESEARCH INTERNATIONAL ADVERTISING & MEDIA -~'Oq,m S I -Z 1, 7 ^,-/

;.<.< 4pN> RESEARCH INTERNATIONAL ADVERTISING & MEDIA EUROPEAN ATTITUDES TO SMOKING & CORPORATE BEHAVIOUR IN THIS CONTEXT R.l. 56936 Prepared for: Philip Morris Corporate Affairs Europe: P Maglione/S Murray Prepared by: Research International : D Phillips/C Nod November 1993 amrg/pmorris/presmoke.dee zOSgiZVzaz

.. ~; RESEARCH INTERNATIONAL ADVERTISING & MEDIA PRESENTATION STRUCTURE 1. Background, Objectives and Methodology Summary of the National Status of Smoking The History and Development of Smoking Attitudinal Typologies/Clusters Where, When and How The Role of the Government/Other Organisations and Perceptions of the Tobacco Industry Campaign Evaluations The Future A. Trends B. Recommendations am rg[pmorrf s/presmoke. d oc zoseizVzoz

.,;:: ~+RESEARCN INTERNATIONAL ADVERTISING & MEDIA BACKGROUND Social intolerance of smoking in Europe is increasing Philip Morris' own benchmark survey reveals that between a quarter and half of smokers across Europe are seldom or never at ease around non-smokers and three quarters of non smokers find ETS annoying. Given the strenuous efforts of the health lobby and public concern generated through the media, Philip Morris' core business is being exposed. • In order to mitigate the smoking debate Philip Morris has run considerate smoking campaigns in some European markets, most recently focused on the workplace. • To assess whether/how to broaden these campaigns to cover the issue of smoking in a wider context via direct communication, Research International was commissioned to undertake a programme of research in key markets. amrg/pmorris/presmoke.doc EoseTzVzoz

~r RESEARCH INTERNATIONAL ADVERTISING & MEDIA OBJECTIVES MAIN OBJECTIVE: . To identify communication routes which may contribute to a calming of the smoking debate SPECIFIC OBJECTIVES: amr9/pmorris/presmoke.doc • To understand attitudes towards smoking • To identify attitude groupings ~ To highlight associations and trends vis a vis smoking • To explore the acceptability of smoking in specific locations • To understand the role of government and the industry in the debate ~ To evaluate the role of advertising in the smoking debate by examining past campaigns • To provide pointers for the execution of any new campaign • To evaluate a range of initiatives designed by Philip Morris to mitigate negative feeling tosejzvzaz

~, RESEARCH INTERNATIONAL ADVERTISING & MEDIA METHODOLOGY AND SAMPLE Due to depth and scope of information required, qualitative group discussions were undertaken In order to achieve coverage amongst the differing cultures and stages in the European smoking debate, groups were conducted in UK, Germany, France, Italy and Spain. Different lifestyle and social class groupings were represented in the sample, as shown below. Six 2'/2hour groups were completed in each country GROUP 1 2 3 4 - 5 6- NO. LIFESTAGE MATURE UP + COMING - SENIOR FEMALE - FEMALE FULL TIME MALE BLUE BUSINESS- BUSINESSMEN BUSINESSWOM- CLERICAL/ FINAL YR COLLAR MEN EN SEC- DEGREE RETARIES STUDENTS - SOCIAL A/B - - B(C1) A/B C1 MIXED C2/D CLASS AG E 35-60 - 25-35 - --- 35-60 18-25 -- c. 20 - 35-f 0 am rg/pmorris/presmoke.doc SOSSTzVzoz

f RESEARCH INTERNATIONAL ADVERTISING 8 MEDIA 2. SUMMARY OF THE NATIONAL STATUS OF SMOKING am rg/pmorrislpresmoke.d oc 9osetzVzoz

RESEARCH INTERNATIONAL ADVERTISING & MEDIA SUMMARY: INTOLERANCE AXIS FRANCE GERMANY I ITALY amrg/pmorris/presmoke.doc 4asSIzVzoz

f .: RESEARCH INTERNATIONAL ADVERTISING & MEDIA HEADLINES Significant changes in attitudes to smoking have occurred in all the markets researched • In some countries attitude change is linked to behavioural change (in others, behaviour lags behind attitudes) am rg/pmo rris/presmoke.d oc SossTzVzoZ

r :., :.: ~: RES€ARCH INTERNATIONAL ADVERTISING & MEDIA .::r.. ase Leve-1 of Attitudinal Change amrg/pmorris/presmoke.doc GOSRjzVzoz Informal Legislation "Social Correctness" "STRONG" LEGISLATION PROCESS ENVIRONMENTAL AND BEHAVIOURAL CHAN ~F UNDERCURRENTS OF CHANGE FORMALISED ATTITUDINAL CHANGE ? EfI