Tobacco Documents Online

C A R M A. PHILIP MORRIS, USA January 1991 - December 1991 Page 1 PROFILE:REGIO!N I COUNT % OF REG COUNT IMPs (000) o OF REG IMPs % FAVOR % UNFAV % NEUTRAL MEDIA TYPE Dai'lies ........................... 353 90.7 24302 87.3 21.5 70.3 8.2 Weeklies .......................... 1 0.3 32 0.1 100.0 Magazines ......................... 4 1.0 1469 5.3 25.0 75.0 Trades ............................ 23 5.9 2008 7.2 13.0 73.9 13.0 Miscellaneous ..................... 8 2.1 41' 0.1 12.5 75.0 12.5 Radio ............................. 0 Television ........................ 0 Wire Services ..................... 0 Total 389 100.0 27853 100.0 20.8 70.4 8.7 TYPE OF ITEM AND POSITIUN'. % OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Editorial ........................ 90 23.1 4957 17.8 17.8' 73.3 8.9 News .............................. 0 Opinion ........................... 143 36.8 14902 53.5 14.7 75.5 9.8 Letter ............................ 156 40.1 7994 28.7 28.2 64.1 7.7 Total 389 100.0 27853 100.0 20.8 70.4 8.7 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. Headlines/Photos Out of Context ... O~ 0 % OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS .............. Connecticut ....................... 911 23.4 4847 17.4 9.9 78.0 12.1 Massachusetts ..................... 141 36.2 15805 56.7 14.2 75.9 9.9 Maine ............................. 85 21.9 2859 10.3 29.4 65.9 4.7 New Hampshire ..................... 33' 8.5 2733 9.8 57.6 39.4 3.0 Rhode Island'........................ 29 7.5 1391 5.0 24.1 65.5 10.3 Vermont ........................... 10 2.6 218 0.8 10.0 80.0 10.0 Total 389 100.0 27853 100.0 20.8 70.4 8.7 N O N W ~ M+ ~ ~ N V1

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION I Page 2 COUNT ~ OF REG IMPs COUNT (000) % OF REG IMPs % FAVO R UNFAV NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 4 1.0 950 3.4 100.0 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 1 0.3 37 0.1 100.0 Advertising/Promoting Tobacco 3 General Advertising 31 8.0 4600 16.5 6.5 87.1 6.5 4 Outdoor Advertising Bans/Restrictions 5 1.3 681 2.4 80.0 20.0 100 Promotion and Tobacco Sponsored Events 9 2.3 516 1.9 11.1 66.7 22.2 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 5 1.3 354 1.3 80.0 20.0 101 Tombstone Advertising or Restrictions 0 on Advertising 7 Total Ad Ban 5 1.3 932 3.3 100.0 Message Total 60 4.7 (Pct. of Msgs) Category Total 47 12.1 6740 24.2 6.4 83.0 10.6 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 2 0.5 85 0.3 100.0 Smokers/N'on-smokers 8 General Discrimination Against Smokers 10 2.6 483 1.7 50.0 40.0 10.0 9 Smokers Denied Employment 11 2.8 717 2.6 45.5 54.5 10 Smokers Denied Insurance Coverage 0 Message Total 23 1.8 (Pct. of Msgs) Category Total 22 5.7 1268 4.6 40.9 54.5 4.5 FIRE HAZARD 11 Fire Cost: Financial & Human 1 0.3 25 0.1 100.0 12 Fires Killing People 1 0.3 24 0.1 100.0 13 Self Extinguishing 0 tt Ci (Fi S f gare es re a e) Message Total 2 0.2 (Pct. of Msgs) Category Total 2 0.5 49 0.2 100.0 INDUSTRY ECONOMICS 19 Ad Costs Up/ 0 Sales Down N 94 Bootlegging/Cross-border Purchasing 1 0.3 26 0.1 100.0 ~ 110 Boycotts of tobacco companies 1 0.3 223 0.8 100.0 N 20 Brand Competition 2 0.5 542 1.9 100.0 95 Cigarette Theft O ~ 21 Clove Cigarettes 0 r 97 Crop Diversification 0 ~ 22 Decline in Consumption/Sales of Cigs. 11 2'.8 `455 1.6 100.0 ~ .109 Divestiture of Tobacco.Stocks 2 0.5 38 0.1 100.0 ~ 98 Economic Benefits of Tobacco (jobs, tax 3 0.8 131 0.5 33.3 66.7

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION I CARMA Page 3 COUNT' ~c OF REG INPs COUNT (000) % OF REG IMPs FAVOR UNFAV NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. 1 0.3 16 0.1 100.0 Balance of Trade 24 Generic Cigarettes 1 0.3 15 0.1 100.0 25 Insurance Costs to the Employer 3 0.8 307 1.1 33.3 66.7 26 New Products 0 5 pack, longer length etc.) 96 Price Decrease 0 27 Price Increase 5 1.3 593 2.1 60.0 20.0 20.0 23 Tobacco Exports 9 2.3 938 3.4 100.0 28 Tobacco Lobby/Poilitical Influence 28 7.2 2783 10.0 17.9' 78.6 3.6 Message Total 67 5.3 (Pct. of Msgs) Category Total 58 14.9 5198 18.7 17.2 77.6 5.2 MARKETING RESTRICTIONS/REGULATIONS 14 Ban on Cigarette Vending Machine Sal es 18 4.6 838 3.0 11.1 72.2 16.7 15 Ban on Sale of Tobacco Products 6 1.5 509 1.8 100.0 104 Ingredients Labelling 0 16 Raising Legal Age to Buy Cigarettes 3 0.8 120 0.4 33.3 33.3 33.3 5 Sampling Ban 3 0.8 540 1.9 100.0 17 Tobacco Product Sales to Minors 26 6.7 1114 4.0 7.7 84.6 7.7 18 Warning Labels 36 9.3 3033 10.9 33.3 50.0 16.7 Message Total 92 7.3 (Pct. of Msgs) Category Total 74 19.0 5614 20.2 23.0 64.9 12.2 MENTIONS 108 Health & Human Services Secretary 6 1.5 878 3.2 83.3 16.7 Louiis Sullivan 29 Inter-Agency Council on Smoking & He alt 0 30 NY Public Heal'th, Council 0 Message Total 6 0.5 (Pct. of Msgs) Category Totali 6 1.5 878 3.2 83.3 16.7 N NICHE MARKETING/TARGET MARKETING 102 Blacks & Advertising 3 0.8 1018 3.7 100.0 O N W 103 Minorities & Advertising 2 0.5 280 1.0 50.0 50.0 ~ 125 Women & Advertising 2 0.5 732 2.6 50.0 50.0 1+ ~ Message Total 7 0.6 (Pct. of Msgs) Category Total 5 1.3 1298 4.7 80.0 20.01 ~ PHILIP MORRIS

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 4 ISSUES:REGION I COUNT X OF REG IMPs COUNT (000) % OF REG IMPs k FAVO ~r R UNFAV ~r NEUTRAL 31 Diversification/Corporate Mergers 2 0.5 82 0.3 100.0 113 Divestment.of.Philip Morris Stock 1 0.3 87 0.3 100.0 32 Funding Scientific Research 4 1.0 142 0.5 100.0 33 General Corporate Coverage 13 3.3 1412 5.1 23.1 69.2 7.7 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 1 0.3 24 0.1 100.01 35 Philip Morris Ad Campaign - "The American Smoker: An Economic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 3 0.8 235 0.8 66.7 33.3 39 Public & Sporting Events, Awards, etc. 3 0.8 613 2.2 100.0 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 12 3.1 1336 4.8 100.0 41 TAP (Tobacco Action Program) 0 Message Total 39 3.1 (Pct. of Msgs) Category Total PRODUCT LIABILITY 35 9.0 3319 11.9 8.6 82.9 8.6 42 Litigation Involvin Tobacco Products 38. 9.8 1843 6.6 50.0 28.9 21.1 43 Nicotine Addiction ?As Evidence in Product Liability Liti'lgation) 1 0.3 58 0.2 100.0 44 Pesticides/Additives/Ingredients as Basis for Plaintiffs' Arguments 0 45 Stock Market Fluctuati'lons (As a Result of Litigation) 0 Message Total 39 3.1 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 38 9.8 1843 6.6 50.0 28.9 21.1 46 Amendiing Restrictive Smoking Laws 2 0.5 242 0.9 50.0 50.0 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 3 0.8 516 1.9 100.0 49 Enforcement/Non-Compliance with Smoking Laws 50 Home/Privacy/Discrimination 35 8 9.0 2290 8.2 2.1 462 1.7 22.9 50.0 65.7 50.0 11.4 N O N 120 Indoor Air Quality 2 0.5 131 0.5 50.0 50.0 W 51 Lawmaker Immunity From No-Smoking Laws 0 t0 52 Other Public Places 20 5.1 845 3.0 15.0 80.0 5.0 53 Public Transportation 11 2.8 747 2.7 18.2 54.5 27.3 ~ 54 Restaurant 45 11.6 3000 10.8 28.9 64.4 6.7 +P 55 Schools 13 3.3 417 1.5 15.4 76.9 7.7 122 Sick Building Syndrome 0 ~

PHILIP MOR'RIS, USA J!anuary 1991 - December 1991 ISSUES:REGION I CARNA Page 5 k OF REG IMPs % OF REG % ~Y % COUNT COUNT (000) IMPs FAVO R UNFAV NEUTRAL 47 Smoker/Non-Smoker Accommodation 31 8.0 2478 8.9 32.3 64.5 3.2' 56 Smoking Restrictions i.n Government Buildings (Federal/State/Munilcipal) 6 1.5 378 1.4 33.3 66.7 57 Smoking Restr ictions in Hospitals 4 1.0 122 0.4 100.0 121 Ventilation 9 2.3 622 2.2 88.9 11.1 58 Voter Initiatives/Referendums 0 59 Workplace 24 6.2 1655 5.9 25.0 70.8 4.2' Message Total' 213 16.8 (Pct. of Msgs), Category Total SMOKING & HEALTH: 132 33.9 7812' 28.0 25.8 67.4 6.8' 60 ACS - Great American Smoke-out 2 0.5 85, 0.3 50.0 50.0 61 Additives/Ingredients 12 3.1 648' 2.3 100.0 62 Adul'ts"/Teachers' Setting Bad Examples 5 1.3 83 0.3 20.0 80.0 63 Anti-Smoking Education 22 5.7 907 3.3 13.6 77.3 9.1 64 Dating & Smoking, 2 0.5 62' 0.2 100.0 65 Doctors Setting Bad Examples- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report on ETS 5 1.3 210 0.8 100.0 66 ETS (Environmental Tobacco Smoke) 109 28.0 5264 18.9 17.4 78.9 3.7 67 Lung Cancer & Other Diseases 139 35.7 10428 37.4 9.4 84.2 6.5 69 Nicotine Addiction 52' 13.4 4631 16.6 7.7 92.3 70 Pregnant Women/Unborn Children 16 4.1 805 2.9 12.5 87.5 71 Quitting Smokiing. 76 19.5 6785 24.4 7.9 85.5 6.6 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 2 0.5 39 0.1 100.0 74 Risks of Quittiing Smoking 9 2.3 666 2.4 88.9 11.1 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 4 1.0 138 0.5 50.0 50.0 77 Smoking & Blacks 1 0.3 509 1.8 100.0 78 Smoking & Children 44 11.3 3883 13.9 9.1 81.8 9.1 79 Smoking & Productivi.ty (Absenteeism) 12 3.1 1255 4.5 8.3 91.7 93 Smoking and Minorities 0 N 68 Social Costs Due to Smoking 26 6.7 2450 8.8 3.8 96.2 ~ 80 Social Ramifications of Tobacco Use 30 7.7 1790 6.4 20.0 80.0 ~ 81 Surgeon General Koop's May 16th Report 0 ~ on Addiction ~ 107 Varela Study 0 83 Womeniand Smoking 18 4.6 2228 8.0 100.0 ~ ~ Message Total 586 46.3 (Pct. of Msgs) N Category Total 290 74.6 20760 74.5 14.5 79.7 5.9 ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION I CARNA Page 6 COUNT ~k 0F REG IMPs COUNT (000) % OF REG IMPs 's FAVO k R UNFAV ~r NEUTRAL TAXES 84 Deficit Reduction 0 119 Diminishing Returns (Higher Taxes 0 Resulting in Lower Revenue) 85 Earmarking for Health Care/Education 6 1.5 384 1.4 16.7 66.7 16.7 86 General: Excise Tax Increase/Decrease 18 4.6 1504 5.4 33.3 50.0 16.7 87 General! Tax Increase 0 118 Regressivity of Excise Taxes 1 0.3 26 0.1 100.0 88 Use/Distribution of Revenue 3 01.8 191 0.7 33.3 66.7 from Cigarette Taxes Message Total! 28 2.2 (Pct. of Msgs) Category Total 21 5.4 1557 5.6 28.6 57.1 14.3 TOBACCO EDUCATIONAEALTH PROTECTION ACT 99 Tobacco Education/Health Protection Act Kennedy Bill) Message Total 0 Category Total 0 TOBACCO LEAF 89 General Leaf Information 2 01.5 1031 3.7 100.0 90 Import Restrictions 0 91 Price Support Programs 0 92 Subsidies to Farmers 6 1.5 359 1.3 100.01 Message Total 8 01.6 (Pct. of Msgs) Category Total 8 2.1 1390 5.0 100.01 YOUTH 115 Addiction 14 3!.6 1073 3.9 100.01 123 Decreased Consumption among Youth 0 Smokers 117 Decreased Incidence of Youth Smokers 2 0.5 62 01.2 100.01 124 Increased Consumption among Youth 1 0.3 81 0.3 100.01 Smokers .116 Increased Incidence of Youth Smokers 2 0.5 44 0.2 100.01 82 Teenagers and Smoking _ 76 19.5 5052 18.1 22.4 71.1 6.6 114 Tobacco Use as Gateway to Drugs 1 0.3 17 0.1 100.01 Narcotics) Message Total 96 7.6 (Pct. of Msgs) Category Total 78 20.1 5154 ' 18.5 21.8 71.8 6.4

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION I Page 7 % OF % OF REG IMPs REG % % p COUNT COUNT (000) IMPs FAVOR UN'FAV NEUTRAL Total Regional Messages 1,266

CARMA PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION I Page 8 ~ OF % OF COUNT REG MSGS IMPs (000) REG IMPs k ~ FAVOR UNFAV x NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere to strict code of 1 1.9 88 100.0 not giving free samples to people under 21. Sampling bans are unconstitutional and violate First Amendment. Message Total 1 1.9 ADVERTISING 26 Cigarette advertisiing is designed to 0 induce switching among smokers. Smokers change brands at a rate of 15,000 per day. 2 Cigarette advertising is not designed to 0 induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total 0 CIGARETTE INGREDIENTS 4 Exact reci~pe is protected information. 0 A list of commonly used' ingredients has been made available to the FTC by all manufacturers. Message Total 0 CIGARETTES AND FIRES 5 The answer to the problem is 0 fire-prevention education, not a federally mandated standard for a self-extinguishing cigarette. N 0 Message Total 0 W ENVIRONMENTAL TOBACCO SMOKE (ETS) ~ 3 ETS is one element of indoor air 10 18.9 214 60.01 40.0 N quality. The so-called dangers to ~ non-smokers have not been proved. ~ Nothing more can be added to thi ~rls debate. N

CARNA PHILIP MORRIS, USA. January 1991 - December 1991 Page 9 PRO-ARGUMENTS:REGION I Message Total EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept of free marketing and benefit the Ui.S. economy. 27 Cigarette exports result in more American jobs. Message Total IMPORTED TOBACCO LEAF 6 Only a very smalli percentage of tobacco used for cigarettes is imported~. Philip Morris has a strong preference for domestic leaf. Message Total LOCAL TAXES 23 Local taxes on tobacco are regressive and unfair. 7 Taxes force one group of consumers to pay for services used by everyone. Message Total NICOTINE ADDICTION 16 Cigarettes are not addictive. People do not kill' for cigarettes in a mood-altered frenzy. 22 Forty million people have quit smoking without any help. Message Total PRICE SUPPORT PROGRAMS _ 28 There is no tobacco subsidy. Tobacco is COUNT ~ OF REG MSGS % OF IMPs REG (000) IMPs % FAVOR UNFAV NEUTRAL 10 18.9 0 0 0 0 0 0 1 1.9 11 100.0 1 1.9 0 0 N C W .~ 0 ~ 0

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION I CARMA Page 10 COUNT k OF REG MSGS : OF IMPs REG (0001) IMPs : FAVOR k UNFAV % NEUTRAL the only crop in the U.S. to run a surplus. 8 Why single out the tobacco industry? No 0 other major manufacturer contributes to a price support program. Fed. programs receive billions from exise taxes. Message Total 0 PRIVACY/DISCRIMINATION 29 Employer hiring bans on smokers are an 6 11.3 471 83.3 16.7 infringement on personal privacy. Message Total 6 11.3' PRODUCT LIABILITY: FREE CHOICE ARGUMENT 9 All cigarettes have warning labels. 19 35.8 1361 57.9 15.8 26.3 Individual makes own decisionito smoke.. Message Total 19 35.8 PRODUCT LIABILITY: NICOTINE ADDICTION 10 Cigarettes are not addictive and people 0 make an informed autonomous choice to smoke. Message Total 0 RESTRICTIVE SMOKING LAWS 11 Government interference with this 8 15.1 270 87.5 12.5 problem is costly, ineffective & inappropriate. 21 We don't need government to tell 0 business how to accomodate its customers. Message Total 8 15.1