Tobacco Documents Online

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 ~ ~

CARMA PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION IV Page 11 y OF % OF REG IMPs REG % x % COUNT NSGS (000) IMP's FAVOR UNFAV NEUTRAL SELF-EXTINGUISHING CIGARETTES 12 The industry is working with federal 0 government researchers to examine the feasibility of producing and marketing a self-extingui'shiing: cigarette. Presently, the technology does not exist Message Total 0 SMOKELESS TOBACCO 13 The dangers have not been proved. More 0 research is needed. Message Total 0 SMOKING AND LUNG CANCER 14 Smoking is one possible risk factor 4 7.5 253 75.0 25.0 for diseases. Message Total 4 7.5 SMOKING AND PREGNANCY 15 Some reports have associated maternal 1 1.9 125 100.0 smoking with low birth weight. Other factors should be considered: income level, race, age, height, etc. Message Total 1 1.9 SOCIAL COSTS 20 Tobacco compani~es contribute billions 1 1.9 22 100.0 of dollars and jobs to the economy. Message Total SPORTING EVENTS AND PUBLIC GATHERINGS 17 The industry does not intentionally 1 1.9 26 100.0 circumvent advertising law. It provides a significant public service by helping

CARMA PHILIP MORRIS, USA January 1991 - December 1991 Page 12 PRO-ARGUMENTS:REGION IV % 0F & OF REG IMPs REG COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL to sponsor these events. Any TV coverage is incidental. Message Total 1 1.9 TAXES 24 Taxes on tobacco are regressive and 1 1.9 30 100.0 unfair. 18 Taxes will not necessarily discourage 0 smoking and force one group of consumers to pay for services used by all. They are regressive and hurt the poor. Message Total 1 1.9 TAXES FOR HEALTHCARE 19 Earmarking is unsound policy, because it 0 forces one group of consumers to pay for services used by all. Tax increases generally result in reduced consumption and are unreliablie. Message Total 0 YOUTH 30 The tobacco industry is conducting a 1 1.9 100.01 campaign to discourage youths from starting smoking. The industry pursues only those adults who have made a conscious decision to smoke. N Message Total 1 1.9 0 N w Total Regional Positive-Messages 53 ~ ~ t0 i~

PHILIP MORRIS, USA January 1991 - December 1991 ANTI-ARGUMENTS:REGION IV CARMA Page 13 COUNT ~:OF REG MSGS kOF IMPs REG (000~) IlIPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES 1 Manufacturers should not be allowed to 1 0.3 645 100.0 give out free sample cigarettes in public places because it encourages people to smoke and especially gives children the opportunity to smoke. Message Total 1 .3 ADVERTISING 2 Cigarette advertising should be banned 6 2.0 2167 100.0 because it encourages people, especially young people, to smoke. 26 Cigarette companies advertise to 3 1.0 608 100.0 replace the 1,000 smokers who die each day. Message Total 9 3.0 CIGARETTE INGREDIENTS 4 Manufacturers should be required to 0 produce a list of all ingredients used in the manufacture of cigarettes. Message Total 0 CIGARETTES AND FIRES 5 Cigarettes are the leading 0 identifiable cause of fires in the U.S. Message Total 0 ENVIRONMENTAL TOBACCO SMOKE (ETS) ~ 3 Passive or ambient smoke iis harmful to 82 27.4 7485 2.4 93.9 3.70 non-smokers. N ~.J ~ Message Total 82 27.4 N ~ EXPORTING' CIGARETTES 25 Exporting cigarettes to foreign countries is hypocritical and unethical. 0 CA 8

CARMA PHILIP MORRIS, USA January 1991 - December 1991 Page 14 ANTI-ARGUMENTS:REGION IV COUNT % OF REG NSGS -% Of IMPs REG x I0001 IMPs FAVO 3c % R UNFAV NEUTRAL 27 The negative health effects of tobacco 0 use outweigh any potential economic benefits. Message Total 0 IMPORTED TOBACCO LEAF 6 Last year, more tobacco was shipped to 0 the U.S. than was exported. Philip Morris is probably planning to use imported tobacco in most cigarettes. Message Total. 0 LOCAL TAXES ON TOBACCO 23 Local taxes on tobacco should be imposed' 1 0.3 62 100.0 to help reduce smoking among the lower classes. Message Total 1 0.3' MISLEADING PUBLIC>RE CANCER/SMOKING LINK 8 Misrepresentation: Data mislead public 4 1.3 554 1001.0 by disputing links between cancer and'~ smok ingi. Message Total 4 1.3 PRICE SUPPORT PROGRAMS 9 Cigarette manufacturers should 0 contribute to the tobacco price support program. ~ 28 The government should stop subsidizing 2 0.7 611 100.0 O tobacco. ~ W Message Total 2 0.7 ED ~ PRIVACY/D!ISCRIMINATION i11 29 Smokers cost employers & insurers more 9 3.0 262 11 1 9 C 88 . . 06

PHILIP MORRIS, USA January 1991 - December 1991 ANTI-ARGUMENTS:REGION IV money and can be banned from the workplace. Message Total PRODUCT LIABILITY: SMOKING IS GLAMOROUS 10 Misrepresentation: presenting smoking as sexually attractive, socially accept- able, and glamorous. Message Total PRODUCT LIABILITY:N0ADDICTION WARNING 11 Failure to warn consumers of physical (nicotine) and psychological addiction. Message Total RESTRICTIVE SMOKING LAWS 12 Smoking should be restricted in public places, including restaurants, stores, workplaces, etc. because it is a hazard and a nuisance to non-smokers. Message Total SELF-EXTINGUISH'IING CIGARETTES 13 Cigarette manufacturers shoulde be required to produce cigarettes that self-extinguish. Message Total. SMOKELESS TOBACCO : 14 Smokeless tobacco is a healthihazard and should'be regulated in the same way as cigarettes. Message Total C A R N A 9' 3'.0 6 2.0 5060 16.7 83.3 6 2.0 2 0.7 133 100~.0 2 0.7 44 14.7 4895: 4.5 93.2 2.3 44 14.7 0 ~ C 0 N W ~ 1 0.3 14 100.0 r ~ CA ~ N 1 0.3 Page 15 ~C OF k OF REG IMPs REG ~c % COUNT MSGS l0001 IMPs FAVOR UNFAV NEUTRAL

C A R M A PHILIP MURRIS, USA January 1991 - December 1991 ANTI-ARGUMENTS:REGION IV Page 16 % 0F o 0F REG IMPs REG o a % COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL SMOKING & CUMPUTERS 15 Smoking should be banned in the work- place because it is harmful to computers Message Total SMOKING AND LUNG CANCER 16 Smoki'ng causes lung cancer, heart disease, bronchitis and emphysema. It even says so on packs of cigarettes. Message Total SMOKING AN.D PREGNANCY 17 Smoking during pregnancy is harmful to babies. Message Total SMOKING IS ADDICTIVE 18 Cigarette smoking is as addictive as heroin and cocaine. Message Total SOCIAL COSTS 22 Smoking costs society in medical expenses, etc. Message Total SPORTING EVENTS AND PUBLIC GATHERINGS 19 Cigarette companies are using sponsor- ship of sporting events, exhibits and gatherings to circumvent-advertising promotion.bans and promote smoking. Message Total 0 0. 79' 26.4 14538 1.3 97.5 1.3' 79 26.4 13 4.3 4935 100.0 13 4.3 20 6.7 10359 5.0 95.0 20 6.7 13 4.3 1195 15.4 84.6 13 4.3 3 1.0 850 100.0 ~ ©' rN ~ 3 1.0 N CA 0 ~

C A R M A. PHILIP MORRIS, USA January 1991 - December 1991 Page 17 ANTI-ARGUMENTS:REGION' IV COUNT % UF REG MSGS a UF IMPs REG % (000) IMPs FAVOR o 0 UNFAV NEUTRAL TAXES 7 Governments should increase 5 1.7 1566 100.0 tobacco taxes to help reduce smoking. 20 Taxes should be levied to discourage 0 smoking. Message Total 5 7 1.7 TAXES FOR HEALTHCARE 21 Cigarette taxes should be earmarke d for 0 healthcare programs. Message Total 0 TAXES ON TOBACCO, 24 Taxes on tobacco should be imposed to 0 help reduce smoking among the lower classes. Message Total 0 YOUTH 30 Cigarette companies target youths in 5 1.7 637 100.0 order to replace smokers who have quit or died. Message Total 5 1.7 Total Regional Negative Messages 299

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 18 KEY FAVORABLE NEWS SOURCES - TOP' 25:REGIQN IV COUNT REG IMPs (000) PM 12 1169 TI 5 410 IN House 3 426 IN Rep V Smith 2 458 NCL Poll 2 72 Thomas Lauria - TI 1 ACLU 1 15 IN House Bi'll 1439 1 73 OSHA 1 49 NJ Assembly 1 124 MLB 1 125 Walker Merryman - TI 1 63 NCL 1 Brennan Dawson - TI 1 645 MI Sen F Dilllingham 1 27

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 KEY UNFAVORABLE NEWS SOURCES - TOP 25:REGION IV REG IMPs COUNT (0001 ACS 12 1283 EPA 10 1837 Ex Surgeon General Koop 7 843 Or Stanton Glantz - UCSF 5 365 Surgeon General Novell'o 5 710 AHA 5 904 ALA 5 1043 RCLS 4 52 AhromLeichtman - CATS 4 500 CDC 3 113 Or Louis Sullivan - HHS 3 752 Govt of Canada 3 720 JCHA 3 386 Mayo Clinic 2 115 Marquette County MI Jail 2 36 WHO 2 54 Dr Alan Blum - DOC 2 32 Middletown OH RH 2 48 Flushing MI CC 2 108 OSHA 2 99 AMA 2 130 Ball State University 2 28 Ohio State University 2 232 S Jacksoni- AIPMi 2 28 Dr W Longstreth - U WA 2 36 Page 19

C A R M A PHILIP MORRIS, USA. January 1991 - December 1991 Page 20 KEY NEUTRAL NEWS SOURCES - TOP 25:REGION IV COUNT REG IMPs (000) US Supreme Court 6 251 RJR 5 689 MI Legislature 2 54 Am Red Cross 1 62 FDA 1 38 ISR - U MI 1 11 Robert Axelrad - EPA 1 11 IA Legislature 1 161

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 BYLINES - TOP 25:REGION IV Page 21 a OF % OF REG IMPs REG % a % COUNT COUNT' (000) IMPs FAVOR UNFAV NEUTRAL Nancy Gray 4 1.0 36 0.1 100.0 Lyman K Roll 3 0.7 168 0.3 100.0 Bill Laitner - KRNS 3 0.7 1902 3.8 100.0 Vernon H Ellenberger 3 0.7 570 1.2 100.0 Stahler - Cartoonist 3 0.7 42 0.1 100.0 Michael Alwood 3 0.7 90 0.2 33.3 66.7 Dr Ronald L Fletcher 2 0.5 14 0.0 100.0 Phillip E Canuto 2 0.5 316 0.6 100.0 Carol Thompson 2 0.5 80 0.2 100.0 Carl Chancellor 2 0.5 316 0.6 100.0 Leona Alleva 2 0.5 22 0.0 50.0 50.0 Ahron Leichtman 2 0.5 250 0.5 100.0 Mike Royko 2 0.5 25 0.1 50.0 50.0 C Behr 2 0.5 380 0.8 100.0 Dennis Fiely 2 0.5 404 0.8 100.0 John F Banzhaf 2 0.5 58 0.1 100.0 Christina Ferchalk 2 0.5 28 0.1 100.0 James Bradshaw 2 0.5 404 0.8 100.0 M L Horn 2 0.5 380 0.8 100.0 Camilla Warrick 2 0.5 380 0.8 100.0 Lisa Brunckhorst 2 0.5 380 &.8' 100.0 ~ ~ Phyllis S K1ei'nfelter 2 0.5 380 &.8'100.0 w Jeneene Brengelman 2 0.5 380 0.8' 100.0 06 . ~ M David Nichols 2 0.5 21 0.0 100.0 Cf1 0 Dr W Gifford-Jones 2 0.5 36 0.1 100.0 ~