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

-9- Tapes in Circulation Leaf The presentation and film~,ng seems to be a bit outdated. However, some interesting information is provided. The background music is outdated and hokey at times. Many of =he slides seemed a bit dull. Some of the information was disjointed; particularly going from the American farmer to the history of John Ro=h. Some of the film provided a good sense of history. However, it seemed trivial to tie the Cornwallis surrender to a patch of land located close to wh~re tobacco was growing. Common Sense The film is a bit heavyhanded. The exaggeration in skits and vignettes did little to add credibility to the various arguments. Conrad keeps referring to a minority of individuals. I'm never really sure who constitutes this minority. The humor in the barber shop skit was somewhat demeaning. Individuals who are sincere non-smokers may be offended, rather than informed. Generally the vignettes were trite. The film attempted to make people aware and knowledgeable. I'm not sure they did either. Showing the relationship of Michael Conrad "quasi-policeman", does noc seem to work, The answers We Seek This seems =o be a well organized presen=ation. It has a good deal of depth and is fairly credible. The information is straigh~o~;ard. However, it is outdated. This is particularly =rue on the overall concept of cancer research. The average person is beginning =o see reports indicating %reakzhroughs" in matter research. Therefore, a lot of the film loses its credibility. Additionally, there has also been some new publicity on the research regarding personality types A and B. The analysis in =he film is somewhat inadequate. In short, =his type of film is okay, but =his particular one needs updating. Ti04880114

-I0- Sm~kin~ and Heal=h/The Need =o Know The film is long-winded and outdated. I= contained information s%milar to ocher films in circulation, but it did not hzng ~ogether. This was particularly =rue in the cons=ant shifting from physician to physician. It looked like a search for doctors that would support the Tobacco Insci=ute's point of vie~. The narration is heavyhanded. It tries by innuendo Co place the smoking problem somewhere else. By the end of the film =he message was somewhat irritating. This film is outdated. This film takes us back ten years. T104880115

-ii- Demonstration Tapes Gener~l Summary, The demonstration tapes were pretty good. They should pravide a good background for the person needimg to understand the dilemmas of televisio~ interviews and television interview debates. They illustrate how three diverse personalities can encounter certain situations. T10~880116

D~momstra~ion Tapes Tom Ho~rard 1982 This seems u~ to date and fairly well designed. The organization is okay. However, at times the cutaways to =he different moderators can be confusimg. This film makes the viewe@ aware of some of the issues surrounding ciga- rette smoking. It does not create a good deal of indepth knowledge concerning ~hese major issues. Showing the clip of the anui-smoker discussing rape demonstrates how a debate can degenerate into an emotional shouting match. Herryman seemed to age from oue set=ion =o another secnion - this may be unavoidable. Tobacco S~eaks Generally, this tape provided a good overview of the Tobacco Ins=i=ute's approach to =elevlsion programming and the interview forma=o There is a bit of a problem early in the tape. The cutaways show =he openings of a number of different local and national televisiom shows. A viewer mo__~t familiar with =he organize=ion, or =he major issues, would not have a good semse of what the tape is going to portray. The program does a reasonably good job of creating awareness. It might create a low amount of knowledge. However, i= is non comprehensive enough along any one issue. Tt04880117

-13- Summary Comments of the Institute's Publications The Institute's'publlcations deal with a wide range of topics. @~ might be expected, ~hey differ considerably in communicative quality. In most cases, however, the publications could be improved through revision and integration. Of particular importan=e in all publications is the inclusion of a consistent logo design and a "call to action" which prompts readers to request additional information. ~enever possible, similar publications should be consolidated into one and complete packages developed for related publications. As standard practice, the policy statement about the Institute's concern for providing com- plete imfo.~-mm=ion involving tobacco should be included on all publications. At present, it appears on some, bun not on others. T!04880118

Publications National and State Economic Publications Wharton Studies The best word to describe t~e Wharton studies is competent. The data presen- tation is thorough and professional. The only possible improvement would be systematic updating of the studies on some predetermined basis. America's Gold Leaf Series The series provides an excellent channel for publically disseminating the data from the Wharton studies. The graphic design of the booklets is excellent, particularly the cover design. Several changes could be made, however, to improve the effectiveness of the series: (I) =he Institute logo should be added to the USA booklet to make it consistent with the other booklets in the series. (2) the Institute logo on the state booklets is inconsistent with the logo on other Institute publications. The Institute should decide on one logo design and use it on all of its publications. (3) a complete package should be developed for distribution of the series. Tobacco' s Contribution to A~erica' s National Economy Employing the series, "Let's Set the Record Straight", is another excellent channel for disseminating some of the W~arton data. As a series, the flyers convey information about selected tobacco topics in a well-written and persuasive manner. This particular topic sheet, as well as the other in the series, could be improved by the addition of a more explicit "call to action" at the close of the copy. In =his particular sheet, the reader is told that additional informa- tion is available from the Ins=i=ute. However, the Institute's address is positioned under visual content. The "call to action" should be more direc= and the institute's address should be positioned closer to the "call". If possible, a telephone number should be provided. The inconsistency in logo usage is apparent in this sheet. While the con- tent of the sheet mnd the Golden Leaf series is comparable, two different log0s are used. For =he sake of identity continuity, one logo should be selected and used on all Institute publications. TI04880119

Other Economic Publications Tobacco Industry Profile The Profile is an effective means of providing industry statistics. To make the Profile more effective, several changes should be considered: (i) the color of the s=ock should be changed on an annual basis in an effort to facilitate future referencing. (2) standard-size, loose-leaf folder holes should be punched so that the annual sheets could be stored in a loose-leaf folder. (3) the Institute's logo should be added. (4) the availability of more detailed information should be more prominently displayed and a "call to action" added. (5) the categories (topic headings) should be standardized so to facilitate future referencing. State Data Card Series The series provides another effective channel for disseminating data from the ~arton studies. They should be continued as inserts in the historial booklets. Consideration should also be given to the development of a complete package of state data cards. Monthly State CiEarette Tax Report ~ile the report is informative, its appearance should be improved. If possible, =he report should be printed on be~ter stock; loose-leaf holes pro- vided for storing ease; and astericks or some similar devi=e used to direct the reader to the main copy points. The Tax Burden on Tobacco The publication provides a wealth of industry data, and should be widely disseminated. Its design is professional and projects credibility. Two sugges- tions should be considered for makimg the publication more effective: (i) the page on TaxYear Highlights should be developed into a separate summary sheet for quick reference. (2) an explicit "call to action" should be added to the back cover to let the reader know that additional information is available from the Institute. T!04880120

-16- Tobacco HistOry ,Tobacco: Deeply Rooted in America's History, Given its purpose, the booklet is simply excellent. It is well-designed and written. The subheads guide the reader through the topical areas in a logical manner, and the illustrations complement the narrative. The content is informative, providing an excellent source for historical data about tobacco. if a change is needed, the cover should be redesigned in a manner consistent with the state historical series so that they could be packaged together. Tobacco and the Brilliant ~ile the booklet provides interesting historical data, a problem is apparenn. The design of the cover is potentially confusing. The title should be divorced from =he illustration and a subhead added to the title which tells the reader what the booklet is about. A preface should also be added that briefly describes the purpose and the content of the booklet. State Historical Series The new version of the booklets is the best. The design is more consistent with the booklet, Tobacco: Deeply Rooted in America's HeritaEe, and the copy is more readable. Future effort should be devoted to making the national and stane historical series as integrated as possible. Part of this integration should be the development of a complete package. The content of the booklets is informational, and written in a style that is consistent with history texubooks. As mentioned elsewhere, the state economic cards should be placed in the state historical booklets on a continuing basis. And if possible, the cards themselves should be designed so =hat they are graphically comp. a~ibia. Ti048.80121

-17- Smoking and Health The Cigarette Controversey It is not particularly surprising that this is one of the most popular publications of the Institute. The information is well-documented, and the argument persuasively presented. The publication is well designed, and pro- • Jeers a first-rate quality. In an effort to ensure its value to =he Institute, the content should be revised and updated (on a systematic basis) to include additional studies. About Tobacco Smoke This is a well-designed and written booklet. However, several changes should be made in its content: (i) the first paragraph is irrelevant and should be deleted. It is extremely biased, and has nothing to do with the subject matter. (2) long-term exposure effects should be dealt with in the ""}~use Backs and Rabbit Ears" section. (3) the reader should be informed through an explicit "call to zction" that documentation and additional information are available from the Institute. (4) the position statement is good and should be included in all Institute communications. The statement projects an image that conveys that the Institute wants to contribute to the marketplace of ideas the other side of the issues. The Smoking Controversey: A Perspective This is one of the Institute's most effective publications. The argument is well conceived and convincing. Suggestions 3 and 4, detailed above, should be made in an effort to improve the publication. The Cigarette Controversey, 1974: Reference Sources The references ar~ dated and should be updated. Smokin~ and Health, 1964-1979: The Continuin~ Controversey; Cigarette Smokinz and Cancer: A Scientific Perspective.; and Cigarette ~mokin~ and Heart Disease. Each of the reports is well prepared. The documen=atio~ is thorough, and the information presented in a style ~nich is consistent with scientific data reporting. Each would serve the Institute better, however, if an executive summary of the major points was included. The summary wDuld allow the coutent =o be quickly utilized by the press. Additional publications directed a= =he general public should be developed from =he reports. These publications should be designed for dissemination as a package and as separate booklets. TI04880122

-18- Cigarette Smoke and the Nonsmoker Science and Smoke The content of the publication is good, but several changes should be con- sidered in an effort to improve its potential effectiveness: (i) the design of the cover is outdated and clumtered. It should be modernized and cleaned up to present a less busy look. (2) more emphasis Should be placed on the subtitle, "Effect of Smoking o~ Nonsmokers," since this is what the content is about. (3) an explanation of th~ purpose of the publication should be added. The "call ~o action" is good and should be included, as noted elsewhere, in all Institute publications. The Hundred-Year War Against the Cigarette This is a first-rate publication both from a graphic and content point of view. But how does it fit in with the scientific arguments presented in the other publications on smoke and the nonsmoker? Perhaps it should be repositioned as part of'the historical series. True? False? Tobacco Facts Most of the information presented in this publication is based on scientific data. However, Fact 9 is based on the Ins=itute's ideological position, not scientific'fact. Rather than .presentation as a fact, the con~ent should be ~ rephrased as a policy or position statement. ~i~aret~e Smoke and the Nonsmoker and Special Report: Smoking and the Public While the publication, Cigarette Smoke and the Nonsmoker, should replace Suecial Reoor~: Smoking and the Public, the latter makes a clearer distinction between the Ins~itute's ideological position and the presentation of scientific data. The statement called "The Question of Smoking" in the Special Retort should be added as a preface in Cigarette Smo~in~ and the Nonsmoker. A Two-Way S~reez Content-wise the publication presents the Institute's ideological position very effectively. But what does a photograph of a turnpike at night have =o do with the subject matter? The cover is =oo gimmicky and needs to be redesigned. A subtitle such as "Smoking in Public" needs to be added to make the purpose of =he pubiica=ion more apparent. Article Reprints ("The Other Side of the Smoking Worker Controversey" and "Public Smoking Laws: W~o Needs Them? W~o We/Its Them?") Journal articles which present the Institute's position on various issues represent an effective communication channel. They give the impression of impartiality and possess believable qualities. Efforts should he made to expand =he series. Ti04.880123

;ire Safer7 International Concepts in Fire Protection The content of the report is much too detailed for the non-interested readar, probably including most legislators and firemen. A brief executive summary should be developed whi=h presents the major points of the report. Additionally, the content should be used to develop other publications (i.e., a flyer in the "Let's Set the Record Straight" series, TIO4B~) 124

-20- Film Promotions and Materials A Guide to Commo~ Sense This is a very attractive and well-designed package. It provides the user of the film with outstanding supplemental materials. In particular the order form and the suggested introduction are well conceived. The suggested intro-" duction is a helpful device for any nervous program leader and the order form provides a channel for the dissemination of additional publications. The dis- cussion insert, however, is a little too heavyhanded, with an obvious bias~ slant toward the Institute's position. Open discussion is great, but the insert should be revised or deleted fro~ the package. It has the potential to offend. Film Promotion Booklets Looked at as a whole, the booklet for the film "Common Sense", is the best designed. In contrast, the booklet for the 32 minute version of "Smoking and Health: The Need to Know" is terrible. The cover illustration of an arnist rendered microscope focused on a photograph of a dirty ashtray is disgusting, and should be redesigned. The booklet for the film "The Answers We Seek", is better, but nothing special. ~ne poster format for the film "Leaf", is imaginative. However, it is difficult to read because of the design ('It is also easy to loose the order form). A booklet on the order of the one for "Common Sense" should replace the poster format. Consideration should be given to improving the film promotions by making following changes : (i) a standard design format should be adopted, preferably consistent with the "Common Sense" booklet. (2) a guide package should be developed for all of =he films. (3) one package should be developed which includes information on all of the films. Ti04880125

-21- Summary Comments on the Institute's Miscellaneous Publications As ±ndica=ed by =he canegory itself, the publications represent a mixed bag. As a.whole, they possess reasonable informational and graphic quali~ies. In all cases, however, content and graphic improvements are needed to improve their potential effectiveness. The card on voluntary initiatives and the draft of cigarette advertising standards should be combined into one publication. ~bre emphasis should be placed on the information conveyed in the booklet, A $iii Million Commitment, and the booklet redesigned for greater impact. The paper, "Tobacco in the Developing Nations," should be used as the basis for other publications. T!04880126

Miscellaneous Publications ./ Answers to the Most Asked Questions About Cigarettes The booklet is integrated very well with other communication efforts of the Institute, particularly with the national advertisements. The design and copy of the national ads and the booklet complement each other, providing multiple exposure opportunity. ~everal changes in the booklet should be considered, however: (i) The assumption that cigarette advertising does not influence buying behavior in Question #3 is hard to swallow. While the intent might be brand identification and the reinforcement of brmnd loyalty, cigarette advertising is related to smoking behavior. Notice the word related. The issue is causality. A stronger argument could be developed around causality than is currently made in the booklet (or in the national advertisement which makes the same argument). (2) The answer to Question #4 should provide examples of ways in which the Institute is trying to discourage kids from smoking. (3) The terms artificial and realistic need to be explained in Question #6, While the scientific community might relate to these terms, the general public might not understand them. A $iii Million Commitment This is an i~formatlve and convincing booklet. It provides unpublicized information about the Instituta's impartial financial commitment to. research on smoking and health. This commitment needs to receive more widespread promotion by the Institute than it presently receives. Several changes might improve the effectiveness of the booklet: (I) The insert on Fiscal 1982 is confusing. Is this money contributed to the named programs by the Institute? A clearer explanation is needed. (2) The persuasiveness and credibility of the booklet would be enhanced by the inclusion of quotes from researchers on the value of the Institute's research commitment. (3) A device known as a "call to action" should be included at the end of the booklet. A "call =o act±on" simply appeal~ to ~h~ r=ad~r to =ak~ some action. For example, "~or more information on the Institute's research commitment write ~o (provide address) or call (provide tele- phone number)." T!04880127

-23- U.S. Cigarette CohsumDtion Data What is the purpose of this card? How is it used with other communication efforts? Some explanation of the card's purpose is needed, and the numerical data need to be presented in a simpler manner. In its present form, the burden of interpretation is placed on the reader. On the positive side, =he graphic exhibits on one side of the card are good, and should be encouraged in other publications where data is presented. Graphic (i.e., visual) presentation ta~es some of the interpretative burden off of the reader. Voluntary Initiatives and Cigarette Industry. Advertising Standards The first section of the card concerning the Institute's voluntary compli- ance with the then forthcoming public policy changes is ~nconvincing. The reason why the industry complied was because of inevitable changes in public policy. Moreover, the industry's introduction of low-tar cigarettes, mentioned in the first line, has nothing =o do with voluntary compliance to public policy. The introduction of such products was in response to changes in consumer tastes (i.e., demand). If the card is kept, the first see=ion should be deleted. The second section of the card on youth smoking deals with voluntary initia- tives is a "believable manner. If a card on voluntary initiatives is to be part of =he Insti=ute's communication program, the card should be built around =his subject matter. A more effective informational vehicle would result, however, if =he draft of the Cigarette Industry Advertising Standards and the second section of the card on voluntary initiatives were combined. They both deal with the same sub- ject matter. Why not combine the information and develop a new booklet on the order of A $Iii ~lllion Commitment or a flyer in =he "Let's Set =he Record Straight" series. There is No Tobacco Subsid7 Commenns on this series of flyers is detailed elsewhere. However, one change is needed in the copy of =his particular flyer: the last see=ion, "Encourages Smoking", should be dropped. It has nothing to do with the subject matter of the flyer, and actually detracts from the argument put forth. As in all flyers of =his series, a "call =o action" should be included. Tobacco in she DeveloDin~ Nations The paper is convincingly written and documented. It undoubtedly provides needed information to =he i~tended audience. Better mileaBe could be gotten out of the paper, however, if =he content was used ~o develop other publications. One obvious use would be as a flyer in the "Let's Set the Record Straight" series. T!04880128

Summary Comments on the Institute's AdveruisinB Both the speaker and national advertisements are strategically well- conceived. Their strength lies in integration with related communication programs of =he Institute. Minor design changes are recommended to improve their potential effectiveness (i.e., adding subheads, changing headlines, adding logos, etc.). In particular, the national advertisements are first- rate. Ti04880129

Advertising Speaker Advertisements As described, the advertisements probably perform the'two functions assigned to them, and should be continued: However, their effectiveness could be e~anced by either changing the headlines or adding subheads to deliver the Institute's message that speakers are available for group speaking engagements. As now, written, the reader has to get into the body copy before he finds out what the advertisements are about. A good headline should not only attract attention to =he body copy, but it should also convey the advertisement's main copy point. Research suggests that readers are more likely to read the headline than any other part of an advertisement. By employing headlines or, at the very minimum, subheads fo deliver the message, the Institute would be better served by the speaker advertisements. From a design perspective, the set of speaker advertisements labeled '83 (i,e., marked in upper-hand corner) is the best. The use of the reverse-type provides better contrast than the design of the '82 seK. The '83 advertisements are better proportioned and the placement of the verbal and visual elements directs eye-movement (better reading ease). The '83 advertisements should be used. and '82 advertisements discontinued. The Institute's logo should be added =o the speaker advertisements. The logo is used on most of the Institute's communication efforts~ and its addition to the advertisements would promote a consistent and integrated identity. National Advertisements The'national advertisements are very good both from a form and content point of view. The advertisements follow the fundamental principles of layout design, which makes them graphically flrst-rate. The copy is well-written, and delivers the Institu~e's position in a persuasive and convincing manner. The use of the booklet title, Answers to the Most Asked Questions About Cigarettes, as a subhead in the advertisements provides integration with related Institute communications. Such integration could also be executed in the speaker advertisements by modifi- cation of the bookie= title as a subhead. As in the speaker advertisements--as well as in all Institute communication efforts--the Insti~ute's logo should be added to maintain identity continuity. TI04880130

-26- ,Summary Comments on the Institute's Periodicals Both periodicals are first-rate. In the case of the Tobacco Observer, it is a better piece of journalism than half of the mewspapers published in the U.S. The only noticeable problem with bd~h periodicals is underrepor~ing in additional style suggestions are made for consideration. T104880131

Periodicals T I Newsletter This is a first-race, professionally done little publication that accom~ plishes exactly what it sets out,to do: providing selected industry executives of newsworthy developments involving--or touching upon-- the tobacco industry. It is particularly impressive in the degree co which "bad" news is included, and even highlighted. The busy executive who scans this service is unlikely to be caught unaware by the most recent attack on tobacco or smoking, even if that took place yesterday in Fargo. The amount of on-the-other-hand info is excellent, too. It is so well-done, in fact, that it is difficult to find fault with on virtually a~y score. However, it should be noted that from time to time a ten- dency to under-report seems co creep in. For instance, if you report chat a bus driver who punched a passenger in a smoking rule incident receives an award from the Lung Association, fair play--as well as completeness--demands that you spell out enough of the incident or award rationale to make it clear whether the Lung Association is actually condoning such violent behavior. Also, there seems to be a tendency to assume an awful lot of knowledge on =he part of the reader--both medical terminology and general knowledge. For instance, merely mentioning the name of a recent TV documentary is not really ample for anyone who does not know at leas= the general parameters of the show. Most importantly, there are a few instances of statements made without attribution to a source, or without thorough identification of the affiliation or credentials of =he source. Even if that sort of lapse occurs only infrequently, it is deadly to one's level of credibility. A few style points: i. W~y the abbreviated syntax--eliminating "=he", etc.? You are not that pressed for space, so it gives a tone of artificial haste and abruptness. All that is created is a need for the reader to re-read a sentence to =~-y co get the flow right--certainly the opposite of time-saving. 2. ~y not underline the name of a publication on second reference, too? 3. Why not stick with =he first method of heavy-set subheads instead of the lighter-faced boxed heads? 4. Why not keep the order of the subheads the same from issue to issue, except for special bulletins? That approach would seem to build a sense of re!iabili=7 and consistency on the readers' part. Tobacco Obsez-ver Again, a highly professional product. Not even 50% of the newspapers in =he country routinely produced a paper with as fine a layout and good headlines-- not to mention the almost non-existent =ypos~ T!04880132

Among the best features are the centerfold q & A stories. The most distracting item is the color in the latest editions. That cheapens =he paper, makes it resemble a pamphlet or brochure. The writing style is journalistic ~n the highest sense of the word. But any tendency to preach to the comverted must be avoided; T I's argument benefits from straightforward, balanced presentation. And, since copies of this are going out to reporters in the working press, be a stickler for professional details such as picture cropping (see notes on subml.tted copies) and datelines for all stories. A~ in the case of the newsl~tter, from time to time there is evidence of a preaching-to-the-converted tone -- clearly not appropriate or useful in the hands of reporters. For instance, if you prominently display a story on heart attacks or fires being caused by factors other than smoking, you owe it to your readers to spell, out the non-connection being heavily implied. Usually, just one extra sentence will put things in perspective: "Critics of the industry have charged that .... " Or, as was beautifully done in one story included in this sample: "Cigarettes aren't the only cause of XYZ, and XYZ panel has determined .... " TI04880133

-29- Summary Comments on the Institute's Speeches The Institute's speeches have their good and bad points. About the only appropriate summary comment is that they have to be dealt with on a speech-by- speech basis (i.e., see annotations and comments on speeches). Overall, if the speeches were to be given a grade, they would store a B. As a whole, they are better than average, but could be improved through editin~ and reorganization. TI04880134

-30- Executive Speeches Curtis H. JudEa March 19~ 1982 A very persuasive bit of advocacy, complete with light touches at appropriate places, and historical allusions to tobacco's role in the Revolution. So well-written, in fact, that it is hard to fault it. On page 7, however, perhaps "public smoking proposals" could be defined a bit more clearly. And is the putting of the Surgeon General's warning in neon lights a serious suggestion? If not, it should not be mlxed in with the others that are. One very unclear point on page 12: what is the point in the Minnesota's violent crimes reference? Why not pick a state =hat has far more violent crimes? William Kloepfer,.Jr.. Sept. 24, 1982~. An excellent explanation of polling techniques and results: First we did this, then we wondered about this, then we discovered this... Wish that social scientists could explain their results so clearly~ On page 4, a transition is needed before he goes into what the situation suggests in terms of organizational goals. The When...W~en... series on page 5 is first-rate. The ending is fitting: that's our report, thank you very much, No-nonsense to the very end. William Kloepfer, Jr. Oct. 5~ 1982 Again, a fine explanation of survey research sponsored by the Institute. And an equally clear spelling-ou~ of public relations objectives. I was glad to see, on page 20, some reference =o the danger =ha= all this support of flrefighters could suggest a gu/l=y plea to fires caused by careless smoking. This time the ending seems like a fizzle. William Kloepfer, Jr. Ja~.. 12~ 1983 w/ Real Thin ice Department: Reference to King James, =he anni-smoker, no= being remembered for anything else. Mmny Virginians, and especially religious Virg±nians and most especially religious tobacco-gro~-ing Virginians, will be mindful of =he King James Version. Even if it was another King James. And, Virginians are noted for =heir interest in--and knowledge of--history. Isn't saying that tobacco paid for the entire War of Independence slightly over- stating it? Ti04880135

-31- Most Unfortunate Syntax Award; page 3: ...the ¢oveted Hirja Award, which in the Islamic World where tobacco is taboo among the orthodox, is roughly equivalent of (to?) the Nobel Prize. Whip-lash logic. First you are rejecting saints who would make over society, then on page 4 you are embracing a reference to the Sermon on the Mount. Won't wash~ And we are still in Virginia. Page 5 offers a good, straightforward review of charges against s~king. Page 6 contains an excellen~ summary of the unselfish works of the "selfish" tobacco industry. The ending is everything that an ending should be: strong and up-beat. l~ne listeners will remember the speaker as a robust and energetic man. William Kloepfer, Jr. June 9~ 1983 On page 2, the reference to the concern of the conference organizers in Winnipeg over finding qualified speakers is worth expanding upon. Is that because of the recent revelations of faked data, they wonder if they can find anyone trustworthy? If so, say so. As it now reads, it is a weak link, and distracting as well. The ending is strangely ho-hum. "Durability"? Surely something more posi- tive and up-beat can be left as the last word in the listeners' minds. How about "Permanence"? Or "stayability"? Samuel D. Chilcote~ Jr. Wyoming Convention, 1982 My major hesitation here has to do with the central theme. Will the ins and outs of the restructuring of tobacco's two main lobbying organizations be all that fascinating for a group in Wyoming? I doubt it, unless a case is made quite vigorously as to what increased services the Wyoming folks can expect as a result. If the chief objective of the talk is to call for more involvement of tobacco people on the local level, then emphasize that and cut back on the re-organization info. Samuel D. Chilcote, Jr. March 19, 1983, Dispensing with =he opening joke and then calling attention to that fac~ is a powerful opening. On page 6, the gear-shifting into the legislative track record is impressively effortless, making a fine tie-in to all that has come before. On page 9, if you're going to make a big point out of what Dale Burkland did you need to tell =he folks who he is, other =hat a tobacco man from Peoria. The last two pages contain two distracting lapses: It's all coming down to the individual effort. That is what needs stressing, not Dale Burkland, as it now is written to stress. TI04880136

-32- The coach anecdote is distracting, because presumably the coach was determining who was on ~he field, right? Rewritten, it could be effective. Samuel D. Chilcote~ Jr. June 19~ 1982 Early on, good historical perspective, with effective transition to what opponents now have in store for the tobacco industry. After some fairly hard-hitting talk in the middle of the speech, the ending is rather weak. Would have been more effective to end on: "...we're brighter... and tougher." HRK January 14~ 1982 /" Some pointless verbiage in the second paragraph: the multimillion multitude... And some grammatical lapses in the following sentence with the relative pronoun its having the wrong antecedent. Good repetition of time an~d ~im____~e~in on page 3. Again," distracting grammatical lapse on page 4: Congressman/their. Good, strong wording on pages 5 and 6, as marked. On page 7, if you identify someone as the highest health official in federal government, shouldn't you provide his title as well as his name? On page i0," I was disappointed to see the speaker lapsing into the shopworn approach of attacking the press. After perhaps momentary agreement, any intelli- gent listeners will see right through that one, and think less of the speaker for having relied upon it. The press, the listeners realize, keeps reporting bad news because test results keep being released. So, the question becomes: what has =he tobacco industry been releasing in the way of good news to the press lately? On page 12, the good strong stuff seems to run amuck abit. Kornegay June 13, 1983 A powerful, ¢oherent speech~ On page 2 is a classic ~ixed metaphor: looking down the barrel of several tough fights... Something of a non-sequi=ar on page 3: mixing up "devils" and "dragon- slaying". On page 6, =he overk~ll of "ingrown toenails" does ~he speaker in, because of the seriousness of the diseases the proponents want listed. As argued ably elsewhere, why not question the connection, or the other contributing causes to =hose diseases, instead of seeming =o make light of the disease risk? The same problem comes up in the ending ~_th the reference to "alchemy." Seems to give an u~desirable--and probably unintended--light-hearted air =o the otherwise serious situation of doctored ~est results. (A situation which I am surprised not to see made more of in these speeches and other Institute publica=±ons. ) Ti04880137

John D, Kelly Oct. 22~ 1982 Strong, punchy statements, up 'til page 3, ~nere the overkill of "their rattles and voodoo dolls" does in the speaker. Overall, a very effective replowing of pro-industry arguments, especially. the degree to which tobacco people have been contributing mightily to the body politic. John D. Kelly June 22~ 1983., The beginning of the speech would have profitted from dropping the joke. But from that point forward, it is a very effective speech, touching ligh=ly, but comprehensively, upon most of the arguments voiced by the other speakers in this collection. The case study of the 12c-per-pack in Suffolk, Va. is especially telling. But the call for fur=her involvement at the end falls rather flat without some indicetion as to wha= tobacco people should be thinking of getting involved Many of the speeches mention the Surgeon General, usually as a blatant component of the industry. Because they never name him, he seems to take on mythic proportions, like The Phantom. It's just a man, right, who leaves office periodically? Can't the point be made that the men who have held the office have had very different viewpoints as to the disease connection being proven? (Or have they?) If some of the data is admittedly faked, then it would seem that some of the Surgeons General may have inherited wi=h the office a hardline stance on the topic ~hat is not entirely justified by their own figures .... TI04880138

-34- Spokesoerson Speeches AB-South Carolina Assn. of Convenience Stores June 28~ 1982 Good transitions that tie first three paragraphs together, link them up with convenience stores. Some obvious, unmistakable transition is needed before the last two paragraphs on page I, if only in the form of a pause and a "But..." or "However..." Confusing and misleading reference--given the anti-government-control message overall-- to "every public official has been faced with ~axpayers who say that our government has grown too large, too influential, too interfering." Isn't that essentially your position? On page 3, '~isCory" would serve the purpose better than "momentum" in out- living anyching, especially social engineers. Anne Browder June 15, 1982 Much too abrupt a beginning. On page 2, needs transition between the Selter characterizations and the plug for smokers as first-class citizens. Marked sentence on page 4 is much too long and confusing. An entire para- graph long, to be exact. Last paragraph on page 6 is particularly effective. Again, on page 7, "history" or "tradition" fits better chan "momentum" in context. One quite distracting non-sequi=ar in next to last paragraph. Smokers will no= become jailbirds if the legislation is unenforceable, will they? Good, s=rong ending. Trouble wi~h a Caoit0! G. An excellent beginning, wi=h the repe=i~ion of =he alarm. ~hroughou= this speech, the sentences have been kep= shot= and punchy for maximum impacc. There is especially s=riking rhetoric on page 2. A serious lapse on pa~e 3: reference =o helping underprivileged, minori=ies, e~c. as humaniscic. Yha='s a very. um=rendy word =hese days among the fundamen- re!isis Chris=lens--and many of the =obacco farmers and =heir farmers are, suspect. ~ne proper word, anyway, is humane. T!04.880139

-35- A curious ending, which does not seem to fit the beginning and middle. After taking on Governmen= as a cause of many of our troubles, the speaker ends up coming down on the side of "the good things" in =he world? The earlier com=ents are so good, this ending is a distinct disappointment. T!04880140

Evaluation Report: Tobacco Institute Bradley S. Greenberq, Ph.D. Department of Communication Michigan State University 0c~ober 7, 1983 T104880141

TABLE OF CONTENTS Dr. Bradley S. Greenberg Department of Communication Michigan State University TAB NO. Speeches ........................................... 1 Advertising ........................................ 2 News Releases ....................................... 3 Broadcast Editorial Responses/ Letters to the Editor ............................. 4 Publications/Periodicals .......................... 5 Films/Tapes ....................................... 6 Ti04880142

SPEEC}IES Attached are the closing summaries from each of the 15 speech critiques. Those lengthy critiques have been attached to the speeches and forwarded to TI. These summaries characterize the merits and limitations of each speech. Col- lectively, they indicate an unexpected amount of variability. Half are first- rate; the remainder range from too convoluted to too long, from wrong kin~ of attack to wrong object of attack; some are just poor in organization tactics and content. If anything, I am surprised at this range in quality. Batting .500 is unheard of in one sport; one o~ two speeches containing major deficiencies is not unheard of, but below expectations for this kind of activity. T!04880143

2 Kornegay Bright Belt 6113183 Summary: A mixed bag here. The speaker has a powerful style; he organizes well. Some of his arguments are carefully devel- oped; others are confusing in that they spread themselves thin by using too many devices, some counter to the others. Speaker obviously enjoys the personal attack method, which I think is basically dangerous and notas effective as those in which ideas, rather than people, are attacked. Speaker must be care- ful to document his claims, especially when a substantial part of his speech is a claim that the anti forcss do not document =heir claims. Chilcote, JR Bright Belt 6/19/82 Summary: Good, straightforward, easily understood style and organization. Specifics excellent: massing of detail, use of evidence, lists of causes and effects. Speaker does very good job of relating the tobacco industry to potential outside friends. Problems: (i) lack of in=roductlon; (2) false leads given to the audience, i.e____~., "My agenda," suggests several topics to be covered, when speaker actually handles only one; "First... Washington," suggests that he will deal with other enemies aside from Washington, when he does not; (3) lack of transi- tion from =he strong statement of dangers facing the tobacco industry to the solutions by the Tobacco Institute. Fix these and it should be very effective speech. Anonymous Trouble with a Capitol G Undated Summary: Has potantial but only for a very friendly, "closed" audience. Even with these, the strong attack on people, par- ticularly the ordinary wage-earner, is dangerous and very likely to backfire. Omit the attack on little people who work for the government and work dam~ed hard, most of them. Concentrate the attack on the issues, the philosophy, the concept of too much restriction and government regula=ion. You then ca___~nhave your cake and eat it too| TI04880144

Anne Browder Carolina Ass'n of Convenience Stores 6/28/82 Summary: The main thrusts, that restrictive laws re tobacco are bad, are being fought, and are part of the larger evil of restriction of freedom, are rather well brought out in final paragraphs. ~owever, the picture is cloudy: purpose of speech isn't clear until the end, and the inductive structure isn't the best for a friendly audience--often unnecessary and tends to dilute, rather =hat focus, audience attitude. The tone is a little arrogant~ it toots the Tobacco Institute's horn rather loudly, though not very clearly. Attention might be paid to spelling. Organization faulty, internally. Pro- nottu references are indefinite, even to the reader, and they must be confusing to a listener. S. MD Crops Conf. 1/14/82 Summary: Pacts well done; style seems dynamic, problem well presented. Organization needs strengthening--the parts must be better linked together, at least at the end, and hopefully by internal summaries. I would be disappointed by what I am told I am supposed to d__o (and by what I am not told). Prob- lemwell stated but solution falls flat. Anne Browder Waynesville Kiwanis 6/15/82 Summary: Body of speech ~xcellent composition. Both intro and conclusion should be reworked. Style is too stiff. While humor, even a light =ouch, may not be appropriate here, neither is the heavy-handed, ponderous style. Cur=iss Judge Tobacco Distributors 3/19/8~ A model of an excellent speech to a mixed audience, i.e., not just to those present who are favorable, but to the wider audience; as well as telling =he friendly ones how they can influence that wider audience. Ti04880145

4 Chilco=e NATD 3/19/83 Summary: Speech is too long! Too many ideas in one speech! Too many central purposes! Too complicated organization! Speaker cries to work in problem-solution, comparison, and progression organizations, all in one speech. He first tries to handle them all at once; then he abandons that effort and does a good job of showing how the Tobacco Institute is help- ing the cause. But, hy this time, I think the audience would he Too TSred and confused to follow anything. Make at leas= two speeches out of tkis one; or have two speakers present the argument in two separate speeches. Kloepfer Tobacco Workers 1/12/83 Summarz: See first three paragraphs of this evaluation. have not answered my own question (why I am so negative toward this speech) fully; however, I have arrived at some conclusions which may help explain my negative reaction: i. The "small, vocal hand...of anti-smokers" was never identi- fied, except for a reference or two to the young lawyers of the FTC and the WHO. Maybe this audience can be made to resent or hate in the abstract, but ~ want to know who iT is I am hating before I do iT! (and I resent implications that little people in government, who are just my counterparts but happen to work for a different boss) may be =he enemy. 2. I Just don't believe the speaker when he claims to represent me and relate to me, The ordinary worker. He doesn't convince me that he knows workers. 3. The authorities cited--Tunku and Druckar--don't do much for me; I don't understand what they are saying and how it relates to my problem. 4. There is too much emphasis upon what the TI is doing to help solve the problem and too little upon what ~ can and should do (even though I am impressed with what the TI is doing). Ti04880146

Kelly Coin Machine 6122183 Summary: An excellent speech in almost every respect. Tone is good; organization (with exception of one weak transition) is superior. Use of factual materfal combined with or used with appeals to =ha audlenceis among the best I've read in this set of speeches. Occasional documentation needed. Conclusion, using recency principle, should make the speech end effectively. Kelly Texas Association of Tobacco 11/22/82 Summary: Much that is positive in this speech: fear appeals (though perhaps over-used at times); good job of avoiding at- tacks on people and of focusing attacks on issues; strong evi- dence; good combination of logical and psychological appeals. Organization is quite weak, I think. TAN is the subject, but we lost TAN shortl~ after the Introduction and find it again only near the end of the speech. The Drucker quotation and interpretation are a puzzle to this critlc--they seem to divert rather ~han focus attention. Introduction itself is weak-- almost lacking entirely. Kloepfer Tobacco Growers 912918Z "Summary~: This is a short speech with videotape visuals and perhaps other visuals as well. Therefore, I can't comment on its organization, since I do not have a picture of the entire event. However, style seems positive, llgh~, slightly humor- ous, upbeatmflts the purpose (purpose #i) of the speech. With this style of speaking, of course, it's easy to be misunder- stood; I've no evidence from speaker's manuscript ~ha= this oc- curred. Speaker touched on several issues that deserved consid- eration in depth. Review of the survey basically OK; some room for a feeling, however, that =here was less =here than meets the eye. Perhaps a good lesson in hew to present material when you don't have a lot to present. Lack of sources for some evi- dence. On the whole, no= a real grabber. TI04880147

-6 Kloepfer Gover~_ment Relations lOtS/B2 Summary: An excellent speech in all respects, except for the co=cluslon (and perhapseven here a longer one is not needed). Organization is excellent; transitions among the best I've seen on this topic; internal summaries used judiciously a~d well; data presented clearly and persuasively. Especially good is the detall with which the speaker lays out the strategies and the careful organization of these details. An A plus job. Chilcote Wyoming Candy, Tobacco, Gin 1982 Summ~.r~.: An excellent speech throughout. Nothing major wrong here at all. Organization is solid; use of specifics, including evidence, very strong. Combination of persuasion 9nd exposition is ~lever and, though complicated, seems simple and straight- forward. Apparently feeling the need to enhance his personal proof and to do more explaining and persuading concerning the amalgamation than in other speeches I've read, this speaker does a professional job of'both. Kloepfer Richmond Tobacco Seminar 6/9/83 Summary: A very good, short report, one of the best in this area. Approach is upbeat and direct. Organization effective, combining data with message appeals. Speaker avoids bombast and harsh attack while encouraging his audience to believe that victory is possible. Conclusion is tied into intro and first main poln= but fails to reflect bulk of =he body of the speech. T104880148

ADVERTISING Let me confess that I had seen and read all the "question" ads long before this period. When I first saw them (in TV Guide), I clipped them, distributed. them to colleagues and filed them for subsequent instructional and/or research purposes. I thought them striking in substance and design at that time, and I have not changed that opinion. I think it a remarkable ad series, and one as close to being perceived as public service advertising as a non public service agency could create. I would bind them, distribute them to national legislators and selected state and local officials. I would repeat them, with or without some additiqnal questions which may be worth dealing ~rith. Perhaps because I thought them so good, I have made substantial comments on them, to refine them further. The little black and white ads are ugly; they're too black; they remind me of coffins, and that's hardly the kind of referent you have in mind. White type on black is harder =o read. Ad copy is simple and to the point. Has it been effective? How many requests have come from them? What was cost per re- quest? In which outlets? I'll bet a large proportion of callers or would-be callers dialed the number indicated without dialing 'I' first. T!04880149

8 f NEWS RELEASES These releases were read from the view of an editor, the ga~ekeeper who will decide whether they should share space in the paper. The individual re- leases are marked with specific suggestions. The following represent some general and specific observations: I. Why were nearly half of'the 1982 releases from a single set of hearings? And 7 variations of the Heritage Booklet release? The covering information says I have every release for past 18 months; then, it's a strange collection, or perhaps I am surprised at the limited output of nine releases in eight months of 1983. 2. Keleases using perceived outsiders for quotes and information likely are most effective. Editor would want to know if they are consultants to TI or industry, so writer should include that information, rather than editor having to check further. 3. The mass of releases (23 of them) all dated 3/12/82 require some ex- planation. They all deal with the House hearings on proposed warning labels. Each one effectively uses a perceived outside source, but were all these sent editors in one mailing? Many can't stand alone, i.e., they provide no background on what the committee is doing, or what the hearings are about. And what is pected from an editor receiving two dozen stories on the same topic? 4. Overall, the stories are fine in terms of message, but weak in style. ~ney are not sharp; they ought be a challenge to a copy editor to do something to the copy. Too many long quotes, with jargon and excess verbiage, some of which should be paraphrased. This reflects lazy ~-riting which is less likely to be accepted by an editor. T104880150

5. If one goal is the acceptance of the role of tobacco in society, then stories that are initiating rather than reactive can be stronger in defining and promoting thau goal. Create more 'positive' releases. The releases generally seem to be reactive or reflexive. 6. The promotional release for the Tobacco Heritage Series uses a 'delayed lead' style, which generally is annoying to so many editors. It's a bit con- trived, perhaps necessarily so. 7. The industry's positions are clear. Releases do well in pointing at where the industry stands on tee issues. Social responsibility of industry is clear, in terms of tax contribution, support of health, health research, and as a major st~'te industry. 8. Releases suffer if they only contain T! sources; when using independent researchers, make it clear how independent they are, 9. Yhe releases generally counter allegations/charges with words; some- times it is difficult to determine the facts of the situation. Editors and readers have built-in skepticism which returns to the question of the industry's ability to communicate credibly. 10. Although it may be difficult to do, releases could include the 'other side' as a means of establishing credibility and fairness. For example, release of 2/26/82 reporting objections to "tar" could present other side. Editors will insist on it being added, or block story. ii. Use named sources, instead of Tobacco Industry or no attribution at all, which diminishes any compelling statements (see 1/14/83 release). 12. Writing should stress crisp language, less emphasis on sourcesr words and jargon. Ti04880151

- iO 13. Release of 3/12 that examines statistics linking smoking with cancer needs to say more than "quality of data flawed" to be credible. 14. Use current AP/UPI style consistently in stories. Overall If these releases make it into the press, and if they are read, they provide the posture of the tobacco industry on outstanding issues, and the information is likely to be accepted. The more central concern of this eval~ator is that the releases contain serious flaws that may not overcome editor resistance. Anticipating editor objections requires pretty sharp writing and editing; anti- cipating that they will look for any reason to reject "another press release" is a given. Thus, the critical need to appear to be fair, reliable, hredible, comprehensive, crisp and to have a snappy lead; get to the point in the first sentence or two, without delay; edit in-house by a second writer; do less, better, if necessary. Ti04880152

BROADCAST EDITORIAL RESPONSES Generally, broadcast editorials draw small audiences and little attention. Doing so exclusively in large markets maximizes the potential viewers/listeners. These example broadcast editorials were all large-market and therefore are reasonable attempts to answer back. If this selectivity is deliberate and this sample is representative, it is a sound decision. I find them ill-edited, with technical jargon, overly long sentences, and low frequency word choice. Too much is written to read, rather than to say. suBgest that the speaker put a first draft on audio tape, listen to him/herself and then edit the draft before re-recording. They also tend to belabor the start. You've the first sentence to grab the listener; typically, I couldn't get into the material until the third or fourth. Efficacy is likely to be minimal because of limited attention, small audi- ence, and turgid prose. Needs some strong work. Ti04880153

LETTERS TO THE EDITOR. Too many letters begin with the points made in the original article and then attempt to refute them. it makes more sense to start with the idea you wish to impart and then relate it to the original argument, then refute it with fur- ther information. Sandwich it, ~o that your message has both a primacy and recency effect. It is the first sentence o~ two that is necessary in letters- to-the-editor to capture your reader. Make those sentences scintillating. Several letters had long and convoluted sentences. Do a check to keep all sentences under 25 words. Format and content of letters about kids' smoking both attractive and compelling. Letters about taxation with local (state) angle especially good. Generally, the shorter letters are more convincing to me; I suspe¢~ they are more likely to be read, but I have not seen evidence to support that conten- tion. Nor do I generally know the value of writing such letters. It can't hurt to answer back in this form, and generally the readership of letters (as of the entire editorial page) is upscale. Thus, there is likely some value in the letters being read by those who read elsewhere on the editorial page (gener~lly, a low readership page, but a select audience). TI04880154

THE TOBACCO OBSERVER This is a lively, well-written and well-designed newspaper. Stories appear fresh and informative, and also of sufficient variety to cue interests from the varied readership. With four issues to examine, it may be a bit presumptious " to make generalizations, but these are most pertinent: i. The one issue using color (and the specific uses in that issue) make it sufficiently outstanding to encQurage additional use when appropriate and possible. Its attractiveness must be apparent to the regular reader. 2. Use of photos needs some attention. There is an overuse of heads of people (I counted ii in one issue), and in two different issues, photos used to demonstrate smoking restrictions lack credibility for me, because they lack information that would assure they had not been staged for dramatic, rather than news purposes. Other photos lack cutlines and captions and are not particularly interpretable, nor informative. I understand it may be difficult to come up with relevant photos on some occasions, but clearly more attention is needed to choice, assi==nment, information and placement. 3. There seems to be no apparent rationale for the decision to go flush- left with headlines, or center them. Both are done within and across issues examined. It probably makes no difference to the reader, but some greater sys- temization would be more pleasing in design° 4. Shading (printing type on grey background) is used effectively. 5. The editorial page is the only consistently messy-looking page. It is a function of the number of items, the headings used, the arv~ork. Design should be reconsidered. I would suggest changing the logos for editorials, commentary and letters to the editor; they clearly take up too much space, and redesigning those might offer guidelines for the remainder of the page. 6. There should be consistent typeface selection and location of the T!04880155

secoud headlines used with stories (th4 headline above the headline). 7. Why do none of the stories the reader is referred to appear on page i. of the issue? I am talking of the references found next to the mailing address on each issue; all are to inside stories. 8. There is overuse of congratulatory letters; their presence is too self- serving. Use letters that have points to make -- and don't feel obligated to have letters column in ea=h issue. Overall Since the primary audience is those who make their living in the tobacco industry, this newspaper is likely to keep them informed and bemused by some of the ¢urr~nt and feature events attendant to that industry. I doubt that journalists (outside the industry) give it much credence, but they are a marginal set of receivers. This paper serves to remind its audience that they are part. of an industry (in contrast to the employing company) often involved in public affairs. To that end, it would seem to Be an efficient channel of communica- tion. It does not seem to address the issue of their pride in the industry (perhaps it takes a slick magazine to do more of that). TI04880156

TINEWSLETTER Design and typeface from issue #333 forward are considerably more pleasing; it is more open bu= not wasteful, better sense of white space and the headingg format is sharper. Suggest there continue to be this consistency, rather than the inconsistencies in type and design across earlier issues. Several examples are noted of section beginnings too close to bottom of page, with just a line or three after the heading. Content is vigorous, no-holds barred, with supportive and aversive value pieces. Reader can choose from among things he/she likes to hear or doesn't like to hear. Practice of underlining people's names certainly cues the reader to who said it. But I wonder if it wouldn't be better for this digest-type medium to underscore key points or ideas -- so the scanning reader can get some content rapidly, rather than some names. Overall It's newsy. It's superficial news coverage, but perhaps as much as most readers want. What if they want more? How do they get it. The newsletter doesn't tell =hem. Perhaps it should on key items of broad interest. Efficacy? Excellent if read on a regular basis. I suspect that its two- week schedule means that large parts of the news are already known; if re-read, then, it's a reminder of what =he TI thinks they should have known. Is the "busy middle- and upper-level tobacco executive" no= likely to know the major items? Just how redundant is it for them? Seems like an apt candidate for a reader survey to examine those kinds of questions. How much of an 8-page news- letter is likely to be read by such people? When? Picked up several times to read? is it new news or a re-hash for them? TI04880157

I would ask you to consider whether a mailed newsletter is the best way to keep these key people informed of today's issues. I would guess that many or most have computers available to them, tied into some common databases. What of a supplemental newsletter delivered by electronic mail to key executives, on an as-needed basis. TI could then inform them on the same day as major events break in Congress or elsewhere -- and probably should, because they're likely to be called by local media for reactions. It's far better to react if you know the subject and the subjec~ matter than if you're being informed concurrently by the questioner or have to beg off until you can ge~ yourself informed. This is a fine newsletter; I wonder whether newsletters of ~his type may be an endangered species when other forms of communications are faster, more current, and perhaps even more efficient.

ECONOMIC/WHARTON This is an impressive array of documents. The ma_a_s_~!.~Wharton report for each state in combination with the Golden Leaf Se~/~s created for 13 or 14 states makes for a product that should have the ~idest possible distribution among business and government leaders in each of the states. I would think the Golden Leaf ~B~9~et should ~e targeted for each legislator in the state as well as other key leader groups, The Golden Leaf Booklet is a concise and bright summary of the major economic impacts within the state. It may be worth the effort to reprint the state summary from the front part of each of the state reports as a separate Executive Summary to accompany the master report or to precede it; the full report then could be requested by those expressing further interest. Perhaps there ought to be a two-stage dif- fusion process. This could begin with a summary of the state report plus the Golden Leaf Booklet if available in that state plus a county table which rap- resents the home base of a particular legislator receiving that report. Then that legislator could request the master report if so desired or it could be an automatic follow-up after the earlier materials engendered stronger interest in what that repor~ has to say. For such a tome or even the briefer reports to be examined, it might be desirable to have some legislator who is suppor- tive of the industry distribute the materials to his/her colleagues with an office cover letter. Similarly that distribution might be generated by an industry official in the state to make the receipt more persomal. This use of a friendly non-industry distributor (facilitator) might well be considered for a variety of the other documents I have reviewed. Given that these people receive large masses of such mailings from a variety of industries, they m~y be more receptive =o =hose which are accompamied by a no=a from someone known to them. T104-880159

ECONOMIC/OTHER This set of economic docu~e~6s is useful because of the variety and diversity of information. Everything you always wanted to know about taxes on t_~ob99=o can be obtained in the historical compilation of 1982. In its present form it may be a bit much except for those who wish to use it for research or reference, but these are its main purposes. Information from TI indicates it is being redesigned and streamlined, so it need not be critiqued any further. The state card series is a bandy summary of the importance of tobacco to each state.. It's informative and clear in its presentation. What that brief summary does for each state is generalized in the Tobacco Industry Profile Data Sheet ~nich deals with the industry at large. I think all these are useful pieces of information, provided their distribution places =hem in the hands of appropriate receivers. T104880160

• - 19 TOBACCO HISTORY The tobacco history items are sophisticated and obviously well done. To the extent that the Heri~age.~o__o.~et is distributed in public schools, I would urge the creation of a teacher's guide to use of the booklet, and accompany the booklet with such things as the film promotional materials. Such a dis- cussion guide would enable the teacher to combine a reading assignment with a 15 minute film a~d be useful not only in history courses but in economics and business classes as well, Those would supplement use of the s[~.$.~$~ .State Heritgge materials and provide the teacher with more of what they need, i.e., an educational package, rather than a single publication. The S_~t~e Heritage Booklets are classy publications as well, and using ~hem in p.ublic school set- tings seems to be an appropriate and significant distribution component. }~ suggestion is that the set of materials from all these categories that can be pooled as educational supplements be brought together in specific educational packages for promotion within the schools. This would be a combination of print media and audio-visual media together with discussion guides for teachers keyed to and wri~Ken for different age levels so that one is creating a small unit on the tobacco industry as a specific case study for courses in history, economics, social science and/or business. Teachers can adjust more readily to a uni= of material =hat has been well conceived and well designed =hen they can to any single publication or film by i=self. As a starting point for creating such a package I think a combination of a S~ate Heritage Booklet together with the American Heritage Article together with =he film "The Leaf" etc., is a combination of pieces which when supple- mented by discussion ideas would appeal =o a large number of junior and senior high school teachers, and be of interest =o the students as well. Ti04880161

- 20 with their clean typeface, good use of white space between sections and fre- quent subheadings guide the reader more easily through the complex material. The table of contents in the cancer volume is an added benefit for a reader who wants to go to a particular section of the report more readily. Such a table of contents would have been helpful in the heart disease publication of 1983. There is some merit in these different publications appearing more similar. The 1982 and 1£83 publications used different headline types and different text types. Although that is something of interest more to an editor than to a reader, unless there is some good reason otherwise, a consistent approach in more publications looking alike in addition to the basic logo used by the insti- tute probably is of some merit in the long run. The efficacy of these documents and their utilization across different groups of receivers would be enhanced by the creation of a consolidated state- ment of perhaps five or six pages that synthesizes these reports and makes references where desirable to material internal to the reports, That approach would assure greater selection from. among material deemed critical to empha- size from such documents. T!04880162

- 21 SMOKING AND H~L~LTH This collection of four thick tomes constitutes an attempt to provide publications that comprehensively examine smoking issues. Other products in" this set of publications from the Tobacco Institute are in the form of cards, broadsides, and short statements about smoking and health issues. These appear to be the kinds of documents that one wishes to use to establish maximum credibility with the media, the medical profession, and industry executives. The Smokin~ Controversy~ A Perspective is the first chronologically in the set I examined. It.is authoritative, well organized, and readable. I would imagine that for its time period it was well received and used. The second publication in time of date is a 1979 publication which suffers primarily from its formatting. The smell type printed in a spaced fashion umkes it less readable than an alternative type selection would have provided; it is'a nuisance to read such broadly spaced type for any period of ~ime and the lack of contrast throughout ~he volume turned it into a tome that probably would no= be widely used. The practice of putting references at the end of each section is to be discouraged. It is possible to include references by section at the end of a volume for those who want to verify that reference material does exist. For this publication and for several others in this subset, I would have suggested strongly that the overview or executive summary be set off from ~he remainder of =he text either by color or by reprinting i= as a separate handout to accompany the full volume i~self. Again, =he purpose of having the full set of materials is to be able ~o substantiate one's con- clusions and overviaw statements, but for many that statement in a more con- venient form would be more wide!y used. That same suggestion pertains to ~he 1982 and 1983 publications on cancer and heart disease. 3~Lh ~ho3a .oI~ TI04880163

Z2 CIGARETTE SMOKL-NG AND THE NON-SMOKE~ This is an interesting collection of approaches to dealing~rith public smoking issues. Certainly the Ameriean Heritage article is a superb piece of printing and reading. Its distribution by TI should enhance TI's image and the Industry's image among both supporters and resisters. The "Let's Set the Record Straight" broadsides are useful adjuncts to the more straightforward information pieces. "A Two-Way Street" seems to be Pretty much of a throw- away and I would not expect much pickup on the legislative policy handout. Perhaps of central interest in this review is the replacement of the special report on smoking and the public by the booklet "Cigarette Smoke and the Non-Smoker." I can see the need for a more readable and concise presen- tation than is in the special report. That is too much informa=ion for even a non-casual reader, unless that reader is con=rally involved in the issue. I am impressed by the information contained in the new booklet, but less so by its design. It is still a good deal of heavy reading with much in the way of technical jargon. Certainly six pages of references could have beer reduced By using some alternative format for that section of this booklet. I think the choice of text-type to be somewhat old fashioned and would argue that sans serif is more readable. i would reexamine the marginal subheadings in an effort to make them more consistent in terms of making a statement rather than sometimes making a state- men= and sometimes being a mere label. For example, the very first subheading sta~es "The Issue is Not New." The next c~o indicate the content one is going to read and it moves back and forth between meaningful s=atemen=s and content introductions. For someone scannimg such a booklet, it is better for =hose margin statemen=s to be declarative re=her than topic headings. T104880164

~rom a design standpoint I would noc have a single line ending a page as on page 1 and on page 6, or a single line at ~he ~op of a page, e.g., page ii and page 12. The better blockin~ should aid the reader in ~oin~ through such information. More generally, I find this booklet an awkward format to handle and would suggest, if anything, a desi~n format that is longer on the vertical axis than the horizontal. In o~her words I think that the information pre- sented in this booklet can be very. effective, but that aspects of its current design de~er that opportunity. TI04880165

FIRE SAFEI"Y This public service "effort by the Tobacco Institute in sponsoring research on fire safety is, of course, commendable. I don't know the distribution received fSr the Tri Data report, but i believe that it would be appropriate to reprint the executive summary, from that report under separate cover. Making that available on a broader basis than the full length report itseif might induce additional requests for the full report. Distribution of the printed piece from Fire Chief is also useful in dealing with this substantial issue. Most reports of this type will not be read in their entirety, even by key executives, in that area of professional or public life, but a slick looking executive s~ry is something that will appeal to both their egos and their time constraints. TI04880166

-25 MIS CELLA~EOU S PUBLICATIONS The "Ans~-ers" booklet is a splendid publication that should have the maxi- mum possible distribution. It is credibly presented in terms of factual formation for all issues discussed with the possible exception of item #8, "Should Smoking Be Banned Where You Work?" O~ly that response seems more a political than informational statement. There is a good deal of comment throughout many publications as to the extensive research on health sponsored by the tobacco industry. The little pamphlet "A $111,000,000 Commitment" provides additional information on this facet of the industry's activities. However, I have noted several places the need for something which identifies more specifically the content of that re- search and some of the outcomes of that research. The set of flyers called "Let's Set the Record Straight" is a well de- siEned and informative handout on many of the issues most relevant to the industry. It is attractive, clean, and also merits general distribution. The white paper "Tobacco in the Developing Nations" is also well done and comprehensive as a synthesis of major issues. T104880167

PROMOTIONS ~NDMATERIALS The kind of kit created for the "Common Sense" film to provide discussion ideas for viewing groups is splendid. Most program chairpeop!ewill welcome tha~ addition to the film. Based on my critique of the film, I ~hink the kit is a finer pro4uct than the film itself. Certainly the promotional materials are excellent. The promotional material for "The Leaf," besides being unusual and striking in design, contains a good deal of hyperbole about the film that will not be met in viewing the film. I think that those who expect to get largely a his- =orical eximina~ion of tobacco will find the film lacking. The attractiveness of the brochure will increase interest in obtaining the film. It's a very slick presentation. TI04880168

SPOKESPEKSON TAPES Clearly, the public representatives of TI are articulate, well-informed, and eminently presentable in these panel interview situations. All but two of. the tapes were situations initiated by external reqiests; (TOBACCO SPEAKS OUT and TOM HOWARD) are in-house products; and there were two TV editorial responses. I certainly believe that it is better to be present in such discussions than not, almost regardless of the friendliness of the situation. And the clear supremacy of the TI representatives in terms of TV presence and ease makes the interview an easier task for the host than the much more varied skills and styles of the opposition.. Even an unfriendly host will quickly warm to those people who are better at doing television, at making his/her show look good. So, overall the interview/discussion shows should remain a high priority item. One situation to avoid (if possible) is that found on the Merv Griffin in- terview. In was a two vs. one situation, and that means that a courteous host, prone to give equal time to all guests, will diminish the role of one side of the issue to one-third of the response time. That's an inequimable situation, and it is reasonable to ask such hosts what the set-up will be, and then determine whether equity can be gained in terms of air=ime. Another situation is the host who rambles abouT, from issue =o issue without much Io~i¢ or followup to prior responses. This characterizes PBS Latemight, with Dennis Wholey. This reviewer has been a guest on =ha= show and faced what Walker Merry-man faced in terms of oddball questions wi=hou= pattern or adequate development of topics. In this kind of situation, the guest should have his own agenda, and if necessary in~rude that agenda into the flow of conversation. Wholey rarely has a logical set of questions he wants =o deal with; some may be suggested in advance; ochers should become par= of responses to questions =hat are asked. T104880169

Generally, screening two or three of these shows before appearing will be very informetive in terms of what you can expect, what the pet style of the interviewer leads to, etc. It would be good to have a run-through with staff, with someone role-playing the interviewer. These re=~ular shows maximize the audience for such presentations and are likely to reach a much more general group than the in-house products or the TV editorials. I have commented elsewhere at length about editorial responses and will not be redundant here. I don't know what use can be made of the in-house products. They are well done, but not likely to get much free airtime. If intended for other forms of distribution, that has not been made known to me. On the TOM HOWARD tape, I had a problem following the economic benefits argument. I believe Pam Jones" reports $30 billion in salaries, plus $22 billion in taxes, but then concludes that it is a $57.6 billion enterprise -- leaving $5.6 billion unaccounted for. Overall I would continue appearances and ex~end them to the extent possible on reguiarly-scheduled discussion programs; I recommend a specific effort to seek placement where they have not been done. Most TV stations in the top i00 markets have s~me local talk show for which topics are constantly being sought. The exposure is beneficial in challenging cliches about smoking and health, d±sputing myths, and sharing inZormation; =his could be an expanded opportunity for TI. T!04880170

29 FILMS Four f~Ims were reviewed: i. The Need to Know (1972) 2. The Answers We Seek (1975) 3. The Leaf 4. Common Sense The first two are probably obsolete. They are likely incorrect as to factual material on hear~ disease and cancer rates~ and to current research results, and if so, should no longer be in distribution. Actually, seeing the date deters-accepting the information presented. The second film is a chopped-up version of the first, cutting the time from 30 minutes to 15. The choppy cuts are apparent, in that the narrative flow is weak and disjointed. If a new film were created to bear essentially the same message -- that stressful lives and personality types are as strongly or more strongly associated with heart disease as-any smoking factors -- then I suggest: a. more attriSuted inclusion of research results from tobacco sponsored studies; b. minimal, and perhaps no use of sources who have =o be identified as retired; c. less gross visuals of stress-ridden lives; d. less use of quick cuts of people and situations; e. better identification of what the scientists do, aside from =he scientific title they bear or field they represent; and f. a clear statement of the audience(s) for whom =he film is intended. A new film covering this issue and running 10-15 minutes might well be the kind of audio-visual accompaniment =o platform speeches that would be of T!04880171

maximumusawith friendly audiences. It is l~kely such a film would have to be updated every two or three years, or replaced, given rapid advances in research, changes in industry practices and legal or legislative acts. But an objective film on smoking and health could be a useful enterprise. TKE LEAF is part history, part economics. The history seg~en~ lacks cohesiveness after Jamestown, and I'm not certain what the viewer is left with. Some knowledge that there are di{ferent kinds of tobacco, that tobacco growing is a family affair, and that the heritage of tobacco i~ part of the basis for this country's economic development. LefTs assume that a potential audience for such a film includes the public schools, where an interest in the history and development of a major American industry could be exemplified. Then~ a narrative could be developed toward that goal, and a good deal more information would be included. This film has some production problems. There were lip synchronization problems several times, and the really bright colors created on film did not transfer well to the videotape format I received. Whatever original format is used, it should bear in mind the necessary problem of transfer to videotape, on the assumption that more and more using groups have such equipment available, and that the per unit copying cost is more reasonable. The film COMMON SENSE relies on ridicule as its basis for persuading an audience that smoking should not be banned in public places and tha~ laws doing so are silly. I thimk this strategy of ridicule and belittli=g of opponents to be offensive, even to ~ntelligent supporters of the tobacco industry. I know of no research thag would suggest such a strategy to be effective with general audiences. In the film, ~he nos-smokers are old, ~he smokers pre~y; the non- smokers inconsiderate and demanding, the smokers patient. The non-smoking leader is a frumpy, ridiculous woman. The film can be appropriately faulted TI04880172

- 31 for sexist portrayals. Each skit is amateurish, apparently delihera£ely so, to again emphasize the absurdity of proposed constraints. I think this film does you little, if any good, in any public relations capacity. Ti04880173