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PHILIP MORRIS, U!SA January 1991 - December 1991 PROFILE:REGION IV C A R M A Page 1 COUNT a OF REG COUNT IMPs (000) o OF REG IMPs % FAVOR o UNFAV a NEUTRAL MEDIA TYPE Dailies ........................... 346 83.2 38988 78.7 26.0 68.8 5.2 Weeklies .......................... 6 1.4 42 0.1 16.7 66.7 16.7 Magazines ......................... 5 1.2 734 1.5 40.0 60.0 Trades ............................ 23 5.5 9075 18.3 4.3 91.3 4.3 Miscellaneous ....... .............. 36 8.7 676 1.4 27.8 63.9 8.3' Radio ....................... 0 Television ......................... 0 Wire Services ..................... 0 Total 416 100.0 49514 100.0 25.0 69.5 5.5 TYPE OF ITEM AND POSITION % OF o 0F REG IMPs REG % % % COUNT COU~NT (000) IMPs FAVOR UNFAV NEUTRAL Editorial ......................... 89 21.4 6767 13.7 22.5 74.2 3.4 News .............................. 0 Opinion ........................... 184 44.2 25104 50.7 18.5 74.5 7.1 Letter ............................ 143 34.4 17644 35.6 35.0 60.1 4.9' Total 416 100.0 49514 100.0 25.0 69.5 5.5 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 0 0F % OF REG IMPs REG a a % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS Indiana ........................... 95 22.8 6808 13.7 27.4 69.5 3.2 Michigan .......................... 116 27.9 18811 38.0 21.6 69.8 8.6 Ohio .............................. 205 49.3 23895 48.3 25.9 69.3 4.9 Total 416 100.0 49514 100.0 25.0 69.5 5.5 N O N W ~ ~ ~ ~ . ~

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION IV Page 2 ~ OF % OF REG IMPs REG COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 4 1.0 5012 10.1 25.0 75.0 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 0 Advertising/Promot ing. Tobacco 3 General Advertising 17 4.1 5961 12.0 11.8 88.2 4 Outdoor Advertising Bans/Restrictions 2 0.5 111 0.2 100.0 100 Promotion and Tobacco Sponsored Events 12 2.9 6488 13.1 33.3 66.7 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 3 0.7 85 0.2 33.3 66.7 101 Tombstone Advertising, or Restrictions 0 on Advertising 7 Total Ad Ban 5 1.2 514 1.0 40.0 60.0 Message Total 43 3.1 (Pct. of Msgs) Category Total 36 8.7 8844 17.9 27.8 72.2 DISCRIMINATION AGAINST SMOKERS 111 Differential' Insurance Rates for 4 1.0 343 0.7 25.0 75.0 Smokers/Non-smokers 8 General; Discrimination Against Smokers 21 5.0 1732 3.5 81.0 19.0 9 Smokers Denied Employment 34 8.2 2814 5.7 73.5 23.5 2.9 10 Smokers Denied Insurance Coverage 0 Message Total 59 4.3 (Pct. of Msgs) Category Total. 57 13.7 4764 9.6 73.7 24.6 1.8 FIRE HAZARD 11 Fire Cost: Financial & Human 3 0.7 498 1.0 66.7 33.3 12 Fires Killing People 0 13 Self Extinguishing 0 Cigarettes (Fire Safe) Message Total 3' 0.2' (Pct. of Msgs) Category Total. 3 0.7 498 1.0 66.7 33.3 INDUSTRY ECONOMICS 19 Ad Costs Up/ 0 Sales Down oss-border Purchasin 94 B tle in /C 4 1 0 878 1 8 75 0 25 0 N oo gg g r g 110 Boycotts of tobacco companies 5 . 1.2 155 . 0.3 40.0 . 60.0 . 0 20 Brand Competition 0 N 95 Cigarette Theft ~ 2 0.5 467 0.9 100.0 CO) 21 Clove Cigarettes 0 97 Crop Diversification 1 0.2 453 0.9 100. 0! 22' Decline in Consumption/Sales of Cigs. 10 2.4 1666 3.4 80.0 20.0 ~ 109 Divestiture of Tobacco Stocks 3 0.7 755 1.5 100.0 98 Economic Benefits of Tobacco (jobs, tax 5 1.2 237 0.5 80.0 20.0! ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION IV CARMA Page 3 COUNT ~ OF REG IMPs COUNT (000) % OF REG IMPs FAVOR UNFAY NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. Balance of Trade 0 24 Generic Cigarettes 0 25 Insurance Costs to the Employer 18 4.3 1123 2.3 50.0 44.4 5.6 26 New Products 5 pack, longer length etc.) 2 0.5 38 0.1 50.0 50.0 96 Price Decrease 0 27 Price Increase 3 0.7 87 0.2 100.0 23'Tobacco Exports 3 01.7 330 0.7 33.3 66.7 28'Tobacco Lobby/Political Influence 3 01.7 214 0.4 100.0 Message Total 59 4.3 (Pct. of Msgs) Category Total MARKETING RESTRICTIONS/REGULATIONS 53 12.7 6040 12.2 32.1 60.4 7.5 14 Ban on Cigarette Vending Machine Sales 23 5.5 2253 4.6 21.7 73.9 4.3 15 Ban on Sale of Tobacco Products 4 1.0 436 0.9 1001..0 104 Ingredients Labelling 0 16 Ra~ising Legal Age to Buy Cigarettes 1 0.2 645 1.3 1001.0 5 Sampling Ban 3 0.7 681 1.4 1001.0 17 Tobacco Product Sales to Minors 22 5.3 2175 4.4 13.6 81.8 4.5 18 Warning Labels 24 5.8 1594 3.2 25.0 75.0 Message Total 77 5.6 (Pct. of Msgs) Category Total MENTIONS 56 13.5 4954 10.0 19.6 76.8 3.6 108 Health & Human Services Secretary Louis Sullivan 6 1.4 4435 9.0 33.3 66.7 29 Inter-Agency Councilon Smoking & Healt 0 30 NY Public Health Council 0 Message Total 6 0.4 (Pct. of Msgs) Category Total 6 1.4 4435 9.0 33.3 66.7 NICHE MARKETING/TARGET MARKETING ~ 102 Blacks & Advertising 4 1.0 793 1.6 25 0 75 0 ~. 103 Minorities & Advertising 1 0.2 645 1.3 . . 100 0 N 125 Women & Advertising . 3 0.7 742 1.5 . 100.0 W Message Total 8 0.6 (Pct. of Msgs) r Category Total 7 1.7 1535 3.1 14.3 85.7 ~ ~ PHIILIP' MORRIS ~ ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION IV CARMA. Page 4 COUNT % OF REG IMPs COUNT (000) % OF REG IMPs % FAVOR % UNFAV % NEUTRAL 31 Diversification/Corporate Mergers 3 0.7 75 0.2 33.3 33.3 33.3 113 Divestment of Philip Morris Stock 1 0.2 11 0.0 100.0 32 Funding Scientific Research 2 0.5 88 0.2 100.0 33 General' Corporate Coverage 4 1.0 258 0.5 25.0 75.0 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 2 0.5 26 0.1 50.0 50.0 35 Philip Morris Ad Campaign -"The American Smoker: An Economic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 1 0.2 11 0.0 100.0 39 Public & Sporting Events, Awards, etc. 1 0.2 453 0.9 100.0 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 14 3.4 5589 11.3 21.4 78.6 41 TAP (Tobacco Action Program) 0 Message Total 28 2.0 (Pct. of Msgs) Category Total PRODUCT LIABILITY 23 5.5 5816 11.7 21.7 69.6 8.7 42 Litigation Involvin Tobacco Products 12 2.9 736 1.5 33.3 66.7 43 Nicotine Addiction ?As Evidence in Product Liability Litigation) 0 44 Pesticides/Additives/Ingredients as ' 0 Arguments Basis for Plaintiffs 45 Stock Market Fluctuations (As a Resuilt of Litigation) 0 Message Total 12 0.9 (Pct. of Msgs) Category Total: RESTRICTIVE SMOKING LAWS 12 2.9 736 1.5 33.3 66.7 46 Amending Restrictive Smoking Laws 0 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 4 1.0 90 0.2 100.0 49 Enforcement/Mon-Compliance with Smoking Laws 21 5.0 2140 4.3' 19.0 61.9' 19.0 ~ 50 Home/Pri~vacy/Discrimination 23 5.5 1935 3.9 69.6 26.1 4.3 N 120 Indoor Air Quality 4 1.0 142 0.3' 25.0 75.01 51 Lawmaker Immunity From NQ-Smoking Laws 0 W 52 Other Public Places 53 12.7 5225 10.6 22.6 77.4 ~ 53 Public Transportation 14 3.4 1001 2.0 35.7 64.3 54 Restaurant 22 5.3 2912 5.9 31.8 63'.6 4.5 ~ 55 Schools 21 5.01 1041 2.1 38.1 52.4 9.5 ~ 122 Sick Building Syndrome 2 0.51 121 0.2 50.0 50.0 ~

CARMA PHILIP MORRIS, USA. January 1991 - December 1991 Page 5 ISSUES:REGION IV ~c OF REG IMPs x UF REG COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL 47 Smoker/Non-Smoker Accommodation 33 7.9 3356 6.8 33.3 63.6 3.0 56 Smoking Restrictions in Government Buildings (Federal/State/Munici'pal) 24 5.8 1117 2.3 25.0 66.7 8.3 57 Smoking Restrictions in Hospitals 26 6.3 1638 3.3 38.5 57.7 3.8 121 Ventilation 8 1.9 290 0.6 25.0 62.5 12.5 58 Voter Initiatives/Referendums 0 59 Workplace 52 12.5 4837 9.8 30.8 67.3 1.9 Message Total 307 22.3 (Pct. of Msgs) Category Total SMOKING & HEALTH 178 42.8 16976 34.3' 30.9 64.6 4.5 60 ACS - Great American Smoke-out 2 0.5 129 0.3 100.0 61 Additives/Ingredients 22 5.3 1287 2.6 9.1 90.9 62 Adults'/Teachers' Setting Bad Examples 5 1.2' 994 2.0 20.0 60.0 20.0 63 Anti-Smoking Education 23 5.5 3025 6.1 13.0 87.0 64 Dating & Smoking 0 65 Doctors Setting Bad Examples- smoke, own tobacco land, stock, etc. 2 0.5 122 0.2' 100.0 106 EPA Draft Report on ETS 9 2.2' 1187 2.4 22.2 77.8 66 ETS (Environmental Tobacco Smoke) 138 33.2 19127 38.6 14.5 81.9 3.6 67 Lung: Cancer & Other Diseases 146 35.1 21698 43.8 10.3 88.4 1.4 69 Nicotine Addiction 67 16.1 14396 29.1 10.4 86.6 3.0 70 Pregnant Women/Unborn Children 23 5.5 5276 10.7 100.0 71 Quitting Smoking 98 23.6 16881 34.1 10.2 87.8 2.0 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 1 0.2 38 0.1 100.0 74 Ri~sks of Quitting Smoking 11 2.6 891 1.8 100.0 75 Safe Cigarettes 1 0.2 453' 0.9 100.0 76 Smokeless Tobacco & Health 3 0.7 43 0.1 66.7 33.3 77 Smoking & Blacks 1 0.2 38 0.1 100.0! 78 Smoking & Children 26 6.3 2412 4.9 11.5 80.8 7.7 79 Smoking & Productivity (Absenteeism) 15 3.6 604 1.2 13.3 86.7 93 Smoking and Minorities 1 0.2 15 0.0 100.0 N 68 Social Costs Due to: Smoking 24 5.8 2019 4.1 16.7 83.3 80 Social Ramifications of Tobacco Use 26 6.3 2287 4.6 19.2 76.9 3.8 N 81 Surgeon General Koop's May 16th Report 0 W on Addiction W 107 Varela Study 0 83' Women and Smoking 25 6.0 2158 4.4 4.0 92.0 4.0 ~ ith Message Total 669 48.5 (Pct. of Msgs) Category Total 303 72.8 40686 82.2 16.2 80.9 3.0 N

CARMA PHILIP MORRIS, USA January 1991 - December 1991 Page 6 ISSU'ES:REGION IV COUNT 4 OF REG IMPs COUNT (000) -% OF REG IMPs ~ FAVO % R UNFAV NEUTRAL TAXES 84 Deficit Reduction 1 0.2 63 0.1 100.0 119 Diminishing Returns (Higher Taxes 1 0.2 14 0.0 100.0 Resultinglin Lower Revenue) 85 Earmarking for Health Care/Education 01 86 General Excise Tax Increase/Decrease 19 4.6 2438 4.9 10.5 73.7 15.8 87 General Tax Increase 0 118 Regressivity of Excise Taxes 0 88 Use/Distribution of Revenue 10 2.4 685 1.4 20.0 50.01 30.0 from Cigarette Taxes Message Total 31 2.2 (Pct. of M'sgs) Category Total 21 5.0 2498 5.0 14.3 71.4 14.3' TOBACCO EDUCATION/HEALTH PROTECTION ACT 99 Tobacco Education/Health Protection Act 0 Kennedy Bill) Message Total Category Total TOBACCO LEAF 89 General Leaf Information 1 .2 58 .3 00.0 90 Import Restrictions 0 91 Price Support Programs 0 92 Subsidies to Farmers 9 2.2 1155 2.3 33.3 66:.7 Message Total 10 0.7 (Pct. of Msgs) Category Total 10 2.4 1313 2.7 30.0 601.0 10.0 YOUTH 115 Addiction 6 1.4 1901 3.8 1001.0 123 Decreased Consumption among Youth 0 Smokers 117 Decreased Incidence of Youth Smokers 0 124 Increased Consumption among Youth 0 Smokers N 116 Increased Incidence of Youth Smokers 0 ~ 82 Teenagers and Smokiing 59 14.2 5451 11.0 15.3 79.7 5.1 N 114 Tobacco Use as Gateway to Drugs 2 0.5 89 0.2 100.0 ~ Narcotics) ~, ~ Message Total 67 4.9 (Pct. of Msgs) Category Total' 62 14.9 6231 12.6 14.5 80.6 4.8 ~ ~ G3

CAR'.MA PHILIP MORRIS, USA. January 1991 - December 1991 ISSUES:REGION' IV Page 7 % OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 1,379

CARMA PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION IV Page 8 % OF k OF REG IMPs REG ~ % ; COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES T0PUBLIC 1 Manufacturers adhere to strict code of 0 not giving free samples to people under 21. Sampling bans are unconstitutional and violate First Amendment. Message Total 0 ADVERTISING 26 Cigarette advertising ils 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 1 1.9 28 100.0 induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total 1 01.9 CIGARETTE INGREDIENTS 4 Exact recipe 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. Message Total 0 ENVIRONMENTAL TOBACCO SMOKE (ETS) 3 ETS is one element of indoor air 12' 22.6 1141 75.0 25.0 quality. The so-called' dangers to non-smokers have not been proved. Nothing more can be added to this debate. N O N W ~ N ~ ~ CA

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 9' PRO-ARGUMENTS:REGION' IV COUNT ~C OF REG NSGS : OF IMPs REG (000) IMPs FAVOR U'NFAV NEUTRAL Message Total 12 22.6 EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept 0 of free marketi~ng and benefit the U.S. economy. 27 Cigarette exports result in more American jobs. Message Total 0 IMPORTED TOBACCO LEAF 6 Only a very small percentage of tobacco 0 used for cigarettes is imported. Philip Morris has a strong preference for d'omestic leaf. Message Total 0 LOCAL TAXES 23 Local taxes on tobacco are regressive 0 and unfair. 7 Taxes force one group of consumers to 0 pay for services used by everyone. Message Total 0 NICOTINE ADDICTION 16 Cigarettes are not addictive. People do 1 1.9 11 100.0 not kill for cigarettes in a mood-altered frenzy. 22'Forty milli!on people have quit smoking 1 1.9 24 100.0 N without an hel ~ p. y Message Total PRICE SUPPORT PROGRAMS 2 3.8 N W r ~ 28 There is no tobacco subsidy Tobacco is 0 ~ . LD

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION IV CARMA Page 10 COUNT ~ OF REG MSGS k OF IMPs REG (000) IMPs ~r FAVOR ~C UNFAV x 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 16 301.2 1397 93.8 6.3 infringement on personal privacy. Message Total 16 301.2 PRODUCT LIABILITY: FREE CHOICE ARGUMENT 9 All ci,garettes have warning labeUs. 6 11.3 85 66.7 33.3 Individual makes own decision to smoke. Message Total 6 11.3 PRODUCT LIABILITY: NICOTINE ADDICTION 10 Cigarettes are not addictive and people 0 make an informed autonomous choilce to smoke. Message Total 0 RESTRICTIVE SMOKING LAWS .11 Government interference with this 5 9.4 634 80.0 20.0 problem is costly, ineffective & inappropriate. ~ 21 We don't need government to tell 2 3.8 183 100.0 N business how to accomodate its customers. ~ ~. . ~ Message Total: 7 13.2 ~ ~