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PLAINTIFF'S EXHIBIT 14 t SiJPfil=7!E COURT OF TF{E STATE OF ftEW YORK COUNTY OF NEW YORK rS...Exhibit...l.1.-.ICznt . ............E j . Date _._.._......--- - . ....... . ........... Co' J. Ryan, C.S.R. ficia! Coart Reporter No Contests 1keep Loriflar~ in the pubiic eye L ORlLLARD, makers of Kent, True and Newport cigarettes and other tobacco products, follows three general principles in planning consumer promo- tions: (1) Whenever possfb!e, the promotion is time!y, and relates to what people are thinking about; (2) It takes advantage of sea- sonality; and (3) I; strives to be oriainal and not imitate what other compa- nies are doing. "We believe that contests, in particu!ar, are a good way to get product trial," said Frank J. O'Connor, director of sales pro- motion. "We try to build into them e!ements that v:ill induce rcpurc~cse." O'Connor reports to vice pres- ident of sa!es Budd Bass Jr., and I.YCENTI'JE YhRY.E.TI11G works closely with vice president of advertising John J. Bresnahan. Curtis H. Judge is president of Lorillard, vfhich became a divi- sion of Loevvs Corp. 4 years ago. Promotional ideas can come from within the company, or from the ad agencies, sales pro- motion agencies or premium sup- pliers the New York-based firm works with. The three general princip!as allow foF program improvements and refinement, as seen in Kent's annual Ski-Stakes. The winter theme has been used for the last 3 years, said O'Connor, and "in the last 2 years we have im- proved on it, changing the prize structure and appe;jling to a hroader base." Running fro.m January through Mareh, the S.<i-Sta~es demon- strates the seasonal and !eisure- ~ time qualities O'Connor looks for in a promotion. The 941 prizes stuck closely to the winter theme- Grand prize vfas a 'Kent Chalet,' an Alta Industriestwo-s.orv, i:vo- bedroom "Scandinavian style ski vacation home," plus S 10,000 towards land purchase and an- other S12,000 for constructicn costs. The grand prize viinner could have the chalet packac,e or a $30,000 cash award. "Of course, it even attracted people who :•reren't interested in skiing, because the c:!et coufd easily be used as a :;cation home," said O'Connor. e pro- Q moted Sports the S~i-Stakes hezvily in IllustratcJ, skiiny maca ~ zines and other sports oricr•,.2u ~ periodicals." Runner-up pr.zes folloxecl t_ v7 v inter fun thcmc: 30 Gr:-es ~ 3,00 G3ICia sf:i lass skis fibcr , g ~ Ay4 1374 115

t .-, Cash in on the real motivation behind every salesman... his wife! It she wants it, hell get it. And he might just set a few sales records in the bargain. For your next pre- mium program pick the Bissell Sweepmaster vacuum. Wives love its lightweight, graceful styling and beautiful burnt orange decorator color. But they also like its efficiency and versatility. Its rugged motor and 2 speed f t / control that fits the power to the job is matched with a .-' unique surface selector nozzle that adjusts for au _ I ~ types ol sur- ~ ~ faces from bare floors to deep - }{ shags. Truly a ~-~ fine appliance! A real vrife pleaser! LAINTIFF'S EXHIBIT 14 ' r",r i ; !.ji.." / -r~ _' 1 ~ ' ~~ lti`iSUtWU~ 5.f liil ~v~~ ( :J 13 ~I+i L.L. 907 Ora .- Sumin'riiT;,2 I ta ~r :C stcprir~ jl ff `;°f... I ~r33 i3r f '^ ~~ ~ tJitil til8 ~ +~JiCltu$p Gt t i a carten ol ! I _ r GiSr,~J V:tI ua ;'oLr I;i;% Proi,t - Sur:merli„ro, ! . KEN"T 1:. A Tbermo-Serv ttrmbler, was a summer o f'72 direct premitrm with Kent. It was followed by a companion coffee rnrrg in early 1973 boot carrying racks, and 600 Norski sunglasses. Entry blanks provided for retailer names, with the grand prize winner's dealer to receive an RCA 21-in. color tele- vision. The winter Ski-Stakes was pre- ceded by another timelv promo- tion, the Kent and True Presid_-n- tial Sweepstakes. The contest theme was again used for prizes; top prize was "the President's weekly salary-S4000-each year for 4 years," for a $16,000 total. Also-rans could win one of five Lincoln Continentals, 100 Lenox dinnervaare services ("the brand used in the White House"), or 5000 "First Ladies Cookbooks." Point-of-purchase dispiays an- nounced the sweepstakes and a direct premium offer of a presi- dential commemorative piaque, free with a carton purchase. In the tight-lipped cicaretta in- dustry, specific figures are shyed away from, but "we surpassed the promotional norms we antic- ipated," said O'Connor. Another Fall 1972 prcmo: cn, Kent Super Bowl '73, comprised seven weekly competitions, iead- ing up to a grand prize dra•.•:ing. Entry blanks listed two pro foot- ball games for each of 7 weeks; 1363 prizes were drawn for from entries that had correctly picked the pros. Weekly grand prize was A Kent and True election sweepstakes offered the President's weekly salary, but no hints on bo;U to avoid the tares on it **x**ry,s~+t>v+v~.:.vr.rr.+,.+.r~-.rr~-rrrr :zr~ :,7 -~ -__e- -' ~=l'7 -- __- u::~1 j ~= 1 J :J Featurfi- This Exclusive And SuOocrted By d t='_-i Kent 8 True's S eeostakes PRE$1DEKTInL U~`erin, These Prn_es.-. C0, :'E', C TIVE ! ~ PLACUE... k"^ ~ '. .' REE s'_ r, - . ;. .- F ri . ` ! ( -,1:1 vhm ~ : _ ,- ; _, rz: w -. _ ~ The Purchase F,nd ov/ «ny A~;se~/s Swec~n~•+sre. 2 sooca lno~~c ~ onc o ~e nannsr ne«n ou v~~.Co~~rac J cx 1:'olicr. S~~ns lAyr..d~nconr~„o /Sa~oz. 116 ADN 1974 of A C~rlcn - ' i = Kent or True~ VlCEtrTIVE MAnY-ETL`: i ~ liemsl y ..

t ----_ ._ -- PLAINTIFF'S EXHIBIT 14 ,,,~ t.,~cu w tne buper tsowl, two second prizes were RCA pprtable color televisions, 10 tt:'rd prizes were Tasco binoc- ulars, 100 Troy stadium blankets were fourth prizes, with 1250 Super Bowl '73 commemorative tankards going to weekly fifth place winners. All entries, regardless of their seasonal prediction record, were etigib!e for the "Super Jackpot Drawing," held in late December. The final prize was again two tickets to the Super Bowl, plus one each of the four runner-up prizes: the television, binoculars, blanket and tankard. Repeat entries-and purchases -were encouraged by listing all 14 games on each coupon, but requiring a separate entry for each week's pair of games. As in other Lorillard contests, consumers were encouraged to name their dealer. The Jackpot prize winner's dealer also re- Newport's 1~,:,,17%7T; %':~~TI3 o0R/Tru Sweepstakes 1973 I would like to v>rin- PR1ZE CATEGORIES N..•t ~ `- ~;t--,~ NUts1BER 1 ... $10,000.00 NUtdBER 2 .......$9,000.00 G NUMBER 3 ........... SS•000.00^ ~Q NUMBER a . S7,P79Vn'Jc,l,y[.N.,rK_ NUWdEaS S600U NUY9[.1 t~`.;Y-~ NIlYB[} i 15 ~0~ NUw9f5 9 S• C]0 .ODN[55 NUMlEa 7 S4.C00 NUM3[I 1e SI.~O G iJ - v 1111E nr__ I~M~!) I.m 21 rean e1 ,., v c.e. 18 elg. "Tar ;13 my. n,celr4 av. De ogrnlc FTC keton 7w4'72 • Lorillard finds nothing beats big money for encouraging cousrnner participation, as with a spring Write Your Own Check sveepstakes j's1FL® 1'~~~ ~ I~V l~tJe LJ~~ V J f 1 L11v~1 ~L~i Spalding gives you the edae-the premium edge! When it comes to leisure time products, Spalding's Premium Incentive Program sets the pace. For your convenience, Spalding provides Catalog Sheets, Locaf Representation and a Nationwide Drop Ship Program. And Spalding is the only company that custom im- prints Golf Balls and Tennis Bclls with your name. Retail Value 51200 OZ `1 4 r •_~ .--Z, Reta71 : - W' •. 39.25 Retail Value 516.95 .. .. Ta.vda GIh Sat Relail Value $16.95 t Retail Value S1590 QUE~9T&~i JTA LDI ;'('j , FDept. IM4, Premium Division, Spc(ding ~ 7 Kilmer Road, Edison, New Jersey 08817 ~ ----°! ' I want to g:ve my premium incentive progrom more than a saorting chance. Please send me a complete description of Spalc:ng's Premwms. )f ~anr n~~t`/~ 1 ~Compcny Addrr,. r0r n7 Srcrr Ip r ---~- ------------- ------'' ~ i AyJ 1974 117 1 Frank 0'Connor Director o f Sales Pro motio n ceived two tickets to the Super Bowl. In early 1972 Kent oftered an- other direct premium, a Thermo- Serv tumbler valued at S1.25, free with a carton purchase. This was followed in early 1973 by a companion Thermo-Serv coffee mug. An April and May N/rite Your Own Cl eck promotion for New- port reflected Loriilard's belief that for encouraging consumer participation, nothing beats the big money prize. The Newport

t r-! ~ Shop the complete range ~ ot table top merchandise 1 teaturing china, gfass, lin- ~ ens, cutlery, candles. serv- 333 ing pieces, decorative housewares and regular } housewares, too, paper 1i goods, lamps and acces- J sories to brighten and 111{ beautify the home. i Qli~3r~ ~r'~ Atlantic City Coniention Center ..1 ADVANCEREGISTRATION i Register by mail. Yhite to ; address b^low for your buyer's badge whkh will be matied to you. I ROOM RESERVATION [ { Special g,iaranteed rates S15 ! ~ 777SS Singte. 520 Twln. On reQuest you wt11 receive a reservation i - -~ form Lsting cooperating motels l ~ and hotels . ~ V11 ~j FORINFORI,{ATION ~ "7 Gao~et~~:r<rfana;ement.lnc., 720 FInn Arende. Ne.. York, N.Y. 10001 ~ t2t2168c-t577 L ~y 110 Ay4 1974 Kent has nrn a;yinter Ski-stakes for 3 years. A vacation chalet was the top prize last time 909 drawing offered ten cash prizes, from $1000 to $10,000. Dealers were elicible for a $100 check at every level. . Lorillard promotions usually run 2 or 3 months, said O'Con- nor, enough time to reach their full potential without becoming stale. Kent's summer 1973 promo- tion again reflects the effort at r topicality and "what people are i talking about." The Shopping ~ Bag Sweeptakes is offering "a year's supply of groceries," valued at $1913.60, and a 1974 Dodge station wagon. Five run- ners-up can win the year's sup- ply; with 100 month's supplies, suggested value S159.70, and 1000 week's supplies, valued at $36.50. ~....--...~-~».~-~~. __-~-..-..r-... ... . .~~ Prizes are ofte7r related to the corztest thclue at Lorillard, as uith tLe S7ri7erLn;::1 '73 efiort MJCE!7TI'!E !:1.nKi:T,NG