Tobacco Documents Online

Updated 2/24/85 CONFIDENTIAL INFORMATION__ ATTORNEY WORK PRODUCT DEFINITIONS FOR THE BROWN & WILLIAMSON SUBJECTIVE CODING TAXONOMY A ADVERTI$1NG & MARKETING: Documents relating to the promotion and sale of cigarettes to the public, but not covered by the subcategories below. ADVERTISING AND MARKETING RESEARCH: Documents concerning information from the marketplace or directly from consumers (current or potential) relating to advertising and promoting cigarettes. This research may investigate, for example, consumers' reactions to proposed ads or promotions, to new ideas for cigarettes or to actual cigarettes, etc. The research provides raw data that will be used by the company to decide how it will try to market its cigarettes to the public. ~dvertisiDq Testlng~ Documents concerning studies or sur~eys conducted to determine the effectiveness of various advertisements and various forms of advertising. Brand Name Research: Documents concerning this method of testing consumers' reactions to and interpretation of current or proposed cigarette names. Communications T~stlnq~ Documents discussing this method of testing print advertising in which interviews of res~ndents may be conducted on a personal basis in a shopping mall. Each respondent is shown only the test ad (a forced expos/ure) and then asked a series of questiuns to determine if the ad is communicating its intended message clearly and correctly. AAAC ~gnceDt Testinqz Documents discussing a method of testing ideas or concepts from which future advertising will be created. In this test, ideas are presented to the respondents in the fg~m of an ad, but it is the idea, not the adyertising execution, which is being tested. This test is usually done for a new product idea or for established brand line extension. Burke and -i-

AAAD AAAE AAAG Kapuler Is one of several companles who have suppl~ed this test to Brown & Williamson. Recall Te~tin~: Documents discussing studies to determine which ads people remember seeing, how much of the ads they read, what they learned from the ads and the interest level attained for the products advertised. An example of recall testing is the "tip-in test", in which magazines with a test ad insert are placed in the respondents' homes. A telephone interview is conducted 24-48 hours after the respondents have read the ad and respondents are asked about their recollection of various aspects of the ad. Market Facts is one of several suppliers of the tip-in test for Brown & Williamson. EYe Movement D~a: Documents concerning a test which studies the path a viewer's eye follows as he scans an ad and the amount of time spent looking at each part of the ad. This test is used to evaluate elements of advertising and/or packaging. Both product and user imagery are also usually measured in this test. Responsive documents include ads with percentages written by various sections of the ad ( .~, the picture or the title). Perception Research, Inc. is one of several of Brown & Williamson's suppliers of this test. Focus Groups: Documents concerning discussion groups of consumers (usually 8-10 people) led by a trained moderator used to explore consumers' reactions to concepts or actual advertisements Includin~ their copy, imagery, social dissonance and overall acceptability. In these sessions, which usually last two hours, advertising topic areas are outlined in advance, but specific questions and discussion flow are left to the discretion of the moderator. Qne-on-One ;nterviews: Documents discussing unstructured personal interviews (usually lasting about one hour) with specially trained moderators who conduct an in-depth investigation into the consumer's involvement, reaction to and interest in -2-

AAAI AAAJ advertising visuals and/or copy. Method slmllar to category AT~AF, "Focus Groups." Packinq Research: Documents concerning research investigating consumers' reactions to proposed or current cigarette packs and varlous color and deslgn schemes. ~ortfolio Test: Documents concerning a method of testing print advertising in which a respondent is interviewed in a central location (e._~., a shopping mall) and asked to review a portfolio containing 20 advertisements (test ads and competing ads) for various product categories, including cigarettes, to determine the test ad's impact (i.e., the respondent's awareness of the ad or brand noting) and to determine whether the ad is communicating its intended message. Market Facts and Burke are among the companies who have supplied this test for Brow~ & Williamson. Telephone Survey: Documents discussing a method of testing in which surveyors interview consumers by telephone to gather information on smoking habits, brands purchased, etc. This form of testing includes the purchase panel, which measures single and repeat purchase or usage of brands over time. Burke, Admar, and Market Facts are among Brown & Williamson's suppliers of nnms test. Consumers may be chosen by one of the two following methods: AAAJA Name Bank: A group of names gathered from consumers who in the past have responded to company promotions in exchange for cigarette carton panels or other proofs of purchase. These consumers are regarded as loyal brand users and are used as a sampling pool in occasional marketing surveys. AAAJB Random Sample: Names that are randomly selected to be included in market research testing. -3-

AAB Marketplace Studies: Documents concerning studles of smokers' behavior and views regardlng cigarettes. AABA Brand Study: Documents concerning Attitude, Awareness and Usage (AAU) studies restrlcted to specific markets, a specific point in time and a single brand. These studies are most often used for the test marketing of a new or repositioned brand. The purpose of this test is to gather and report information concerning the actual persons who smoke this brand. AABB ~orporate Study: Documents concerning a national Attitude, Awareness and Usage Study in which a national survey of smokers is conducted on a quarterly basis to monitor smoking behavior, track brand performance and evaluate advertising performance of all Brown & Williamson and competitive brands. Admar Research Co. is one of several companies who supply this test to Brown & Williamson. AABC Imaqe Study: Documents concerning an in- depth study of a particular brand. The purpose of this test is to gather and report information on consumers' perception of a product and their reasons for trial, use or rejection following an in-home intervlew. Acceptors, rejecters and aware non-triers of the brand are described by cigarette use, personality type and demographics. John Morton Co. is one of several companies who supply this test to Brown & Williamson. AABD ~arket Perception Study: Documents concerning a mapping, telephone/mail survey of smokers that establishes relationships (similarities as well as differences) among brands of cigarettes as perceived by smokers and the criteria by which smokers perceive the brands to be similar or different (e.~., taste, tar level, etc.) AABE Seqmentation Study: Documents concerning a comprehensive study of the smoker market that classifies smokers into segments based on the factors which motivate them to choose or -4-

AAC AABF AABG AABH reject a given brand of cigarettes. These segments are described in terms of demographlcs, socioeconomic and psychographlc structure of current brand franchises. The pur~9~ of this study is to identify target groups ~or the marketing of established brands or new products and to gain insight for developing marketing strategies to research these target groups. This study involves interviews with randomly selected smokers and may be supplied to Brown & williamson by Norsearch, McCann Erickson or John Morton Co. among others. SinGle Unit Marketing Model ~SUMMI: Documents concerning a self-administered mail questionnaire used to identify smokers' beliefs and desires and also to simulate the impact of product changes and brand repositionings. Eric Marder Associates is one company which has supplied this test for Brown & Williamson. Switching Study: Documents concerning a quantitative study which monitors smoking incidence and smoker mobility among starters, restarters, switchers, loyals and quitters to determine demographics, key attitudes of smokers, and brand shares. Data is tabulated quarterly, semi-annually and annually. Market Facts, Inc. is one company which administers the National ~rand Switcher Study. DemoGraphics: Documents concerning a statistical study of the population emphasizing density, distribution and vital statistics. Product TestinG: Documents concerning a testing of proposed, modified or already marketed cigarettes by consumers for flavor, preference or other consumer reactions. ' AACA 8l~nd Product Testlnu: A test in which a product's identity is masked and not revealed to the consumer. The consumer's reactions to the unidentified product are then measured. This type of testing includes Consumer Product Testing (CPT), which measures -5-

AACB AACC AACD AACE consumers' reactions to unidentified products after they smoke up to five packs, and Extended Use Testing (EUT) which measures changes in consumers' reactions to unidentified product over time. ~oncept-P[oduct Test: A combined test of an ad concept for a new or repositioned brand and the product itself. The consumer is exposed to a concept in an initial, personal interview and is given the product to take home to use. The consumer's telephone interview is conducted later to measure the reactions to the product. This test is used to measure the consumer's reactions (expectation vs. fulfillment) to the complete offering of a new brand in terms of acceptability, consonance of advertising and product, purchase interest and imagery. Market Facts, Kapuler and Burke are among the companies which have supplied these tests for Brown & Williamson. Focu~ Groups: Documents concerning discussion groups of consttmers (usually 8-10 people) led by a trained moderator in which advertising topic areas are outlined in advance for the consumers by the moderator, but specific questions and the discussion flow in each session are left to the discretion of the moderator. Sessions usually last about two hours and are tape- recorded. The research is used to explore consumers' reactions to products and to provide direction in terms of vocabulaz-y, image, social dissonance and acceptability of the tested item. Identified ~rodug~ Test: Documents concerning tests in which a product is presented to consumers in its usual package in fully-identified form, occasionally accompanied by an advertisement. Qn~-on-Qne Interview: Documents concerning one-on-one sessions with specially trained moderators who conduct an in-depth, non- structured investigation to determine single cigarette (sip) test reactions to product. This method is similar to category AACC, "Focus Groups." -6-

AAD Qpinion Tracking: Documents concerning the public's view (both smokers and non-smokers) of cigarette companies or smoking in general. Look for polls by Yankelovich, Skelly & White; Gallup & Robinson (G&R); Roper; or Nowland Organization, ~u~ong others. AAE ~dustry Performance: Documents concerning a study providing a summary of sales and share for each company's brands and total industry performance. This information is provided by each manufacturer directly to J. Maxwell, the supplier, on a quarterly basis. ADVERTISING & MARKETING STRATEGYz Documents concerning overall plans to make smokers aware of the company's cigarettes and to persuade smokers to try and then continue to smoke those cigarettes. ABA Brainstorminq Memos: Documents concerning concepts or ideas for advertising or marketing proposed by outside agencies or Brown & Williamson marketing or advertising personnel which were never implemented into Brown & Williamson's actual advertising and marketing strategy. ABB Five-Year Plan: Documents concerning a marketing and advertising plan discussing goals for Brown & Williamson's current and proposed cigarettes for a five-year period. ABC Lono-Ranqe Pla~: Documents concerning a marketing and aavertising plan discussing long term goals of one or more Brown & Williamson brands that is not specifically designated as a five-year plan. ABD ~_Q_~_~ Documents concerning promotions, which are any activity outside of normal brand advertising used to increase consumer brand awareness and brand loyalty (e.~., Kool & balloon, prize giveaways, and contests, items purchased at a discount by sending in proofs of purchase, or other promotions not covered in categories below.) ABDA Promotions, CiGarette SamDlins: Documents relating to the distribution of samples of cigarettes to the general public. Responsive -7-

ABE documents include guidelines, ordinances and regulatlons regarding sampling. Do not include documents concerning personal gifts of ciqarettes. Documents concerning the industry's Code of Cigarette Sampling should be coded to category A/IC, D_Q_I here. ABDB Promotions, Coupons: Documents relating to the use of coupons which are espec~ally prevalent in RALEIGH and BELAIR material. ABDC Promotions, Endorsements: Documents relating to celebrity endorsements or movie exposure of product. ABDD Fromotions, Retailers: Documents relating to various point-of-purchase (POP) items and displays including Buy-One-G~t-One-Free (BIGIF) and similar offers. Also code documents relating to negotiations between Brown & williamson and retailers concerning preferential retail space and advertislng for Brown & Williamson products. ABD~. Promotions, Event Sponsorships: Documents relating to brand sponsorships of various events (e.~., RALEIGH Rodeo, IL~LEIGH truck pull, KOOL Jazz Festival, spring break activities, etc.). ABDF Promotions~ Sweepstakes: Documents relating to various sweepstakes, contests or giveaways (e.g., yacht, island and KOOL Roils Royce). Taroet Audience: Documents concerning the portion of the smoker market toward which advertising and marketing strategies are aimed. Identification of the target audience may involve a study of the smokers of a particular Brown & Williamson brand. Documents to be coded to the categories below include reports and discussions of reports such as the National Brand Switching Studzes, Black Smoker Studies, Hispanic Smoker Studies and Smoker ! Personality Studies. Code documents to the appropriate subcategory. ABEA Male: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on male smokers. -8-

ABEB ABEC ABED ABEE ABEF ABEG ABEH ABEI ABEJ Female: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on female smokers. H@alth Conscious: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on "health conscious" smokers. Hispanic: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on Hispanic smokers. Black: Documents concerning advertising,{ market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on black smokers. Military: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on military personnel who smoke. Youth: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on smokers 18 years of age or younger. Starters: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on persons who have not yet started smoking. Quitters: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on persons attempting to quit smoking. Psychographic Seqment: Documents concerning advertising, market strategies, or market -9-

ABEK ABEL ABEM ABEN ABEO ABEP ABEQ research (i.e., studies of brand awareness, message recall, or usage Dehavior) focuslng on specific psychological profiles (e.~., hedonists, worriers, practicals, copers, New Autonomous, Gamesmen, Scramblers, Traditionalists, American Dreamers and Aimless). ~_Q_Q~: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on KOOL smokers. ~: Documents concerning advertising, market strategies, or market research (i.e., studies of Drand awareness, message recall, or usage behavior) focus£ng on RALEIGH smokers. VICEROY: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on VICEROY smokers. BARCLAY: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on BARCLAY smokers. Other BROWN & WILLIAMSON ~roducts~ Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on smokers of other Brown & Williamson products (9_=~ BELAIR, GENERIC, "Low Tar": Documents concerning advertising, market strategies, or market research (i.e., studies ef brand awareness, message recall, or usage behavior) focusing on smokers "low tar" cigarettes. Menthol/Nonmenthol: Documents concerning advertising, market strategies, or market research (i.e., studies of brand awareness, message recall, or usage behavior) focusing on smokers of menthol or nonmenthol cigarettes. -10-