Tobacco Documents Online

A CRITIQUE OF THE TOBACCO INSTITUTE'S C05~IUNICATION MATERIALS prepared by Leonard N. Reid, Ph.D. Associa=e Professor, The Universi=y of Georgia Marketing Communication Consul=ant October, 1983 TI04880104-

TABLE OF CONTENTS Dr. Leonard N. Reid Marketing Communication Consultant University of Georgia TAB NO. General Overview/Comments .......................... 1 Television Appearances/Interviews- Debates/Editorial Responses/Tapes .................. 2 Publications ....................................... 3 Advertising ........................................ 4 Periodicals ........................................ 5 Speeches ........................................... 6 Ti04880105

Overall Evaluation of the Institute's Communication Materials Faced with the formidable task of presenting the tobacco industry's side of the story, the materials which compose the Institute's communication program are comprehensive and professional. "The Institute uses periodicals, speeches, news releases, publications, films, and media advertising to present two types of content: (1) scientific data which is often do~mplayed or overlooked in the public media and (2) ideological arguments which outline the Institute's position on tobacco related issues. The materials were divided into three distinct categories and critiqued: (1) films, (2) periodicals, and (3) publications. As a whole, it is difficult to evaluate the materials because they are so diverse. However, several general observation~ can be offered. (I) While it was impossible in most cases to identify the intended .audiences of the materials, it was apparent that the Institute targets particular materials at particular audiences. The materials should be grouped by intended audience and evaluated as was done here by type of communication. (2) A considerable portion of the materials show their age. Efforts should be made to update and revise materials as quickly as possible (i.e., scientific data, etc.). Even in cases where facts or positions do not change, the verbal and visual elements become dated, and need =o be modernized. (3) Whenever possible, the Institute should consolidate materials ~hat overlap and develop packages for related materials. As part of this process, the design and content of =he materials should be integrated as much as possible to take advantage of the impact of multiple exposure opportunities. Multiple exposure ~o similar materials should result in better memory for the ¢onten~ of the materials. When evaluated by category, more specific observations can be offered. TI04880106

-2- Films The demonstration films and the editorial responses are professionally done, and should be subjgcted to only minor modifications. The recommended modifications are detailed in the annotated critiques. However, the other films are outdated and need to be modernized or top.laced. Additionally, the Institute's speakers in the films should be toned-do~. As they now stand, they come off as being too heavyhanded, which has the potential of producing counter-argumentation. In particular, counter-argumentation is a potential problem among "middle-of-the- roaders". Another suggestion concerns the use of the speakers in films. The three major Institute speakers have their own particular strengths and weaknesses. These are apparent when they are confronted with different topics in different situations. Their value to the Institute would be enhanced if they were employed on a situational basis according to an evaluation of strengths and weaknesses. Publications Although there was variance in quality of design and content of the publi- ¢ations, in almost every topical category one or t-~o highly effective and pro- fessionally produced pieces existed. As a group, the historical, economic, and "Let's Set the Record Straight" series are particularly noteworthy. The publication, Answers to Questions Most Asked About Cigarettes, is tied-in very well with the national advertising, although several minor improvements could be made in the booklet itself. On the other end of the spectrum, effort needs to be extended to get the most out of the fire safety study and modifications are needed in the miscellaneous, smoking and health, and smoking and the nonsmoker publications. Mmre specific recommendations are indicated in the annotated critiques and on the publications themselves. The following points should be considered as possible ways to improve Institu=e's publications: (i) the Ins=ituue should decide on one logo design and use it consistently on all publications. (2) in every publicatiou, a "call to action" (i.e., a statement at the close of the copy which asks =he reader to do something) should be employed. In this way, the reader can be informed of the availability of additional publications, etc. (3) whenever possible, executive summaries should be developed for detailed reports. Such summaries will briefly tell the reader what the major points of =he reports are and, as a result, better ensure, that they are used. Ti04880107

(h) packages should he developed for related materials. In this way, related publications cam be consolidated and distributed as a whole. (5) the policy statement concer~ing the Institute's belief that information on both sides of the issues should be made avail- able for public consumption should be included on all publi- cations. (6) a clear distinction should be made between scientific data and the Instituta's ideological position on tobacco related issues. (7) a~ publications should be reviewed for possible grephic/ content revision and updating. Periodicals Outside of a few style and editing suggestions, the Institute's periodicals are first-race. Why tamper with quality? Speeches The speeches must be dealt with on a speech-by-speech basis. ~ile they are generally good, editing and reorganization would improve all of them to some degree. T!04880108

-4- Television Appearances - Interviews/Debates General Summary.. As a group, I think the three spokesmen were okay. Each provided differen~ images ~o the varied debates. Merryman seems to be more mature and has good ability to face adversity. Howard seems a bit slick at times. However, he is ve.ry knowledgeable ~nd can handle adversity fairly well. Browder is the most likeable of the three. She is not as quick oR the facts and figures, but has a more low-keyed and easygoing demeanor. Ti04880109

-5- Television Appearances -- Interviews/Debates WTVS - TVPBS Late Night/Walker Merryman The interview turned out to be a shou=in~ m~tch between the respondents. The participants kept in=errupfing one another. Merryman started off and seemed "slick". He commented =ha= ads are only directed to ~hose individuals ~no already smoke. This may be true, but i~ will no= be easy ~o get people to believe this argument. Merryman pointed his finger too much. This is not necessarily a good tactic. ABC NiBhn-Line June 3/Interview News Story This is an extremely professional piece of reporting. To the general viewer, it would appear that ABC took particular pains to be objective. The opening in San Francisco and the progression from Nelder-no Merryman-to Sanders, was well done. Tobacco farmers were believable and spoke well for themselves. ~ney provided good insight into =he £ndustry. The bottom line probably showed =he non-smekimg group scoring more points. CBS Night Watch/Browder This proved to be a much more equal debate them some of =he o~hers. is because ~he arguments did ~ot'center around health issues, bun ra~her, social issues. This Browder was interesting and did a pretty good job. Specifically, she is low-keyed and effective. She is a fairly credible source when dealing w~h social issues. Additionally, Browder uses =he camera very well when no~ speaking. "~M" WPGU/B r~wder Browder was low-keyed and did a good job. She is no= as fact and figure orlen=ed or as vocal as Howard. Om one occasion she interrupted her opponent. This did no= seem to fit her personality. The debate with Dr. Tare was fairly imterasting. However, =hey seemed be like =~o ships passing in =he niEht. Ra=her =hat ~a!k about the same subject, they =ended to drift on ~nd off of different subjects. I liked Browder. She is in=cresting to watch. She is no= as forceful as some of ~he ochers. She provides a softer, more likable persona!icy. TI04880110

-6- People Are Talkies/Tom Howard Howard did a good job in the opening of the show. He was well versed and had good control of =he conversation. The moderator seemed fairly 'Kind" to Howard. Howard generated a good de~l of audience awareness for various smoking. and mon-smokin~ issues. He seemed knowledgeable and displayed =hat he compre- hended the complexity of =he issues. As a professional spokesmzn he was more articulate than his opponent (Sklarof). The discussion was of an informative nature. This did not possess the emotional charge of some of the other debates or interviews. i would recommend that Howard not talk with his hands so much. This seems to provide a "false" sincerity. Merv Griffin-Smoking/Tom Howard Howard was overmatched. As a team both doctors ~elan and Halletu pre- sented themselves much more credibly. In particular, Whelan seemed to be very forceful /nd persuasive on the issues. She dismissed much of Howard's discussion, of seoondary smoke, as being trivial to the issue of smoking and major heal=h issues. Howard handled the adversity fairly well. However, it would have been extremely difficult for him to compete with these individuals along the lines of credibility. Both of the individuals were excellent spokesmen for the anti- smoking issue. I am not sure if Howard could ever have matched up evenly with either of these imdividuals. T!04-880111

-7- Television Appearances - Editorial Responses Editorial Response-Labeling/Bill Aylward The speaker was credible, s=ralghCfo~;ard, and presented a good message. He was easy =o umders=and and ~reated an aura of authority. He is one of the better speakers representing the Institute. Editorial ReDlv-Smokin~ and Fire/Bill Aylward Aylward did a very good job. The subject ma~er allowed for straight- forward argume== =hat refuted a previous editorial. He is a~ interesting individual to watch o= camera and has good credibility. The response was even better tha= the above editorial response on labeling. Part of this may be due to the fact that ~he issue is more legitimate. TI04880112

-8- Tapes in Circulation Genera3. Summar~ Some of the films i~ circulation have reasonably good information (Leaf and The Answers We Seek). However as a group, ~e films are outdated. The only up to date film seems ~o be ~ri~e and a~ ~imes heavyhanded. Ti04880113