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PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION V C A R M A Page 1 COUNT o OF REG COUNT IMPs (000) % OF REG IMPs % FAVOR % % UNFAV NEUTRAL MEDIA TYPE DaiJies ....... Weeklies ...... Magazines ..... Trades ........ Miscellaneous . Radio ......... Television ........................ Wire Services ..................... Total 1098 21, 12 89 39 0 0 0 1259 87.2 1.7 1.0 7.1 3.1 001.0 129828 208 36356' 1919 1288 69600 76.5 0. 1 21.4 1.11 0.8 00.0 29.6 61.9 75.0 21.3 15.4 9.5 61.7 38.1 8.3 66.3 61.5 1.2 8.7 16.7 12.4 23.1 .3 COUNT a OF REG COUNT IMPs (000) % OF REG IMPs % FAVOR % % UNFAV NEUTRAL TYPE OF ITEM AND POSITION Editorial ......................... 311 24.7 19912 11.7 23.2 60.5 16.4 News .............................. 0 ..................... Opinion ........................... 367 29'.2' 48744 28.7 22.9 65.7 11.4 Letter ............................ 581 46.1 100944 59.5 37.2 58.7 4.1 Total 1259 1100,0 169600 100.0 29.5 61.2 9.3 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 o OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS District of Columbia .............. 104 8'.3 79285 46.7 30.8 61.5 7.7 Kentucky .......................... 81 6.4 6518 3.8 33.3 54.3 12.3 Maryland .......................... 82 6.5 8710 5.1 18.3 69.5 12.2 North Carolina .................... 707 56.2 58677' 34.6 30.6 60.4 9.1 Tennessee ......................... 61 4.8' 3970 2.3 27.9 57.4 14.8' Virgi'nia .......................... 151 12.0 10140 6.0 29.8 65.6 4.6 West Virginia ..................... 73 5.8' 2300 1.4 27.4 60.3 12.3 Totall 1259 U00'.0 169600 100.0 29.5 61.2 Q 9.3 . ~ ~%a i11 O to

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION V C A R M A Page 2 COUNT o OF o OF REG IMPs REG COUNT (000) IMPs % FAV'O % R UNFAV % NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 11 0.9 1179 01.7 18.2' 72.7 9.1 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 0 Advertising/Promoting Tobacco 3 General Advertising 59 4.7 8169 4.8 25.4 57.6 16.9 4 Outdoor Advertising Bans/Restrictions 12 1.0 1398 0.8 25.0 66.7 8.3 100 Promotion and Tobacco Sponsored Events 33 2.6 4301 2.5 39.4 54.5 6.1 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 22 1.7 1856 1.1 36.4 50.0 13.6 101 Tombstone Advertising or Restrictions 9 0.7 700 0.4 22.2 55.6 22.2 on Advertising 7 Total Ad Ban 10 0.8 610 0.4 40.0 50.0 10.0 Message Total 156 - 3.7 (Pct. of Msgs) Category Total 129 10.2 15562 9.2 29.5 58.1 12.4 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 12 1.0 1451 0.9 16.7 41.7 41.7 Smokers/Non-smokers 8 General Discrimination Against Smokers 49 3.9 2657 1.6 75.5 18.4 6.1 9 Smokers Denied Employment 26 2.1 2628 1.5 46.2 30.8 23.1 10 Smokers Denied Insurance Coverage 0 Message Total 87 2.1 (Pct. of Msgs) Category Total 81 6.4 6230 3.7 61.7 27.2 11.1 FIRE HAZARD 11 Fire Cost: Financial & Human 8 0.6 328 0.2 75.0 25.0 12 Fires Ki l liing People 2 0.2 35 0.0 100.0 13 Self Extinguishing 0 Cigarettes (Fire Safe) Message Total 10 0.2 (Pct. of Msgs) Category Total 10 0.8 363 0.2 80.0 20.0 INDUSTRY ECONOMICS 19 A6Costs Up/ 0 Sales Down 94 Bootlegging/Cross-border Purchasing 2 0.2 240 0.1 50.0 50.0 110 Boycotts of tobacco companies 20 1.6 3647 2.2 45.0 40.0~ 15.0 20 Brand Competition 4 0.3 878 0.5 50.0 25.0 Q 25.0 95 Cigarette Theft 0 N 21 Clove Cigarettes 0 W 97 Crop Diversification 19 1.5 1681 1.0 15.8 73.7 CD 10.5 22 Decline iniConsumption/Sales of Cigs. 33 2.6 1903 1.1 15.2 78.806 6.1 109 Divestiture of Tobacco Stocks 6 0.5 817 0.5 16.7 83.3 *4 98 Economic Benefits of Tobacco (jobs, tax 170 13.5 174177 10.3 47.1 44.7 ~ 8.2 0

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION V' C A R M A. Page 3 COUNT % OF % 0F REG IMPs REG COUNT (000) IMPs % FAVO % R UNFAV % NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. Balance of Trade 5 0.4 391 0.2 100.0 24 Generic Cigarettes 2 0.2 9 0.0 50.0 50.0 25 Insurance Costs to the Employer 3 0.2 187 0.1 66.7 33.3 26 New Products 4 0.3 1596 0.9 75.0 25.0 5 pack, longer length etc.) 96 Price Decrease 1 0.1 89 0.1 100.0 27 Price Increase 18 1.4 1496 0.9 16.7 72.2 11.1 23 Tobacco Exports 47 3.7 3073 1.8 31.9 61.7 6.4 28 Tobacco Lobby/Pollitical Influence 84 6.7 7032 4'.1 101.7 81.0 8.3 Message Total 418 10.0 (Pct. of Msgs) Category Total 333 26.4 33711 19.9 32.1 58.0 9.9 MARKETING RESTRICTIONS/REGU'~LATIONS 14 Ban on Cigarette Vending Machine Sales 38 3.0 3575 2.1 44.7 50.0 5.3 15 Ban on Sale of Tobacco Products 11 0.9 1890 1.1 9.1 90.9 104 Ingredients Labell'.ing 1 0.1 33 0.0 100.0 16 Raising Legal Age to Buy Cigarettes 25 2.0 1684 1.0 20.01 40.0 40.0 5 Sampling Ban 7 0.6 896 0.5 71.4 14.3 14.3 17 Tobacco Product Sales to Minors 46 3.7 3541 2.1 28.3 52.2 19.6 18 Warning Labels 74 5.9 7666 4.5 33.8 50.0 16.2 Message Total 202 4.8 (Pct. of Msgs) Category Total MENTIONS 160 12.7 15251 9.01 30.0 54.4 15.6 108 Health & Human Services Secretary Lou i s Su l l ivan 43 3.4 5057 3.0 39.5 46.5 14.0 29 Inter-Agency Counciil oniSmoki'ng & Healt 1 0.1 171 0.1 100.0 30 NY Public Health Council 0 Message Total 44 1.1 (Pct. of Msgs) Category Total 44 3.5 5228' 3.1 40.9 45.5 13.6 NICHE MARKETING/TARGET MARKETING 102 Blacks & Advertising 11 0.9 2421 1.4 18.2 72.75 9.1 103 Minorities & Advertising, 5 0.4 1442 0.9 20.0 60.0 ~ 20.0 125 Women & Advertising 8 0.6 613 0.4 12.5 87.5 w Message Total 24 0.6 (Pct. of Msgs), N Category Total PHILIP MORRIS 17 1.4 2737 1.6 17.6 76.5 ~ CA F+ N 5.9

PHILIP MORRIS, USA January 199'1 - December 1991 ISSUES:REGION V C A R M A Page 4 COUNT % UF a OF REG IMPs REG % a % COUNT (000) IMPs FAVOR UNFAV NEUTRAL 31 Diversification/Corporate Mergers 3 0.2 2787 1.6 66.7 33.3 113 Divestment of Philip Morris Stock 2 0.2 250 0.1 50.0 50.0 32 Funding Scientific Research 2 0.2 70 0.01 100.0 33 General Corporate Coverage 57 4.5 7338 4.3 61.4 26.3 12.3 34 Great American Smoker Campaign 0 36 PM Edlitorial'. Services Articles 1 0.1 10 0.01 100.0 35 Philip Morris Ad Campaign - "The American Smoker: AniEconomic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 6 0.5 82 0.01 66.7 33.3 39 Public & Sporting Events, Awards, et c. 34 2.7 1898 1.1 67.6 23.5 8.8 105 Smoker's Advocate Newsletter 01 40 Specific PM Brand Promotion 23 1.8 1983 1.2 21.7 60.9 17.4 41 TAP (Tobacco Action Program) 01 Message Total 128 3.1 (Pct. of Msgs) Category Total PRODUCT LIABILITY 119 9.5 13747 8.1 56.3 31.1. 12.6 42 Litigation Involving Tobacco Product s 64 5.1 7103' 4.2 32.8 48.4 18.8 43 Nicotine Addiction (As Evidence in Product Liability Litigation) 1 0.1 214 0.1 100.0 44 Pesticides/Additives/Ingredients as Basis for Plaintiffs' Arguments 0 45 Stock Market Fluctuations (As a Resu of Litigation) lt 2 0.2 1594 0.950.0 50.0 Message Total 67 1.6 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 64 5.1 7103 4.2 32.8 48.4 18.8 46 Amending Restrictive Smoking Laws 73 5.8 7062 4.2 21.9 75.3 2.7 48'Employer Liability/Responsibility to Provide Smoke-Free Workplace 12 1.0 1623 1.0~ 33.3 58.3 8.3 49 Enforcement[Non-Compli'ance with Smoking Laws 49; 3.9 3506 2.1 28.6' 67.3 4.1 50 Home/Privacy/Discrimination 36 2.9 6329 3.7 27.8 55.6~ 16.7 120 Indoor Air Quality 15 1.2 2603 1.5 33.3 66.72y 51 Lawmaker Immunity From No-Smoking La ws 2 0.2 67 0.0; 100.0.C.4 52 Other Publ'lic Places 128 10.2 10639 6.3 25.0 68.8CD 6.3 53'Public Transportation 38 3.0 7241 4.3 36.8 55.31r 7.9 54 Restaurant 96 7.6 9874 5.8 26.0 71.9 %3 2.1 55 Schools 57 4.5 3185 1.9 21.1 68.4 CA 10.5 122 Sick Building Syndrome 2' 0.2 25 0.01 100.0 N

P'HILIP' MORRIS, USA January 1991 - December 1991 ISSUES:REGION V C A R M A Page 5 COUNT % UF o OF REG IMPs REG % % % COUNT (000) IMPs FAVOR UNFAV NEUTRAL 47 Smoker/Non-Smoker Accommodation 131 10.4 14273 8.4 35.1 58.8 6.1 56 Smoking Restrictions in Government Buiilldiings (Federal/State/Municipal) 73 5.8 4275 2'.5 26.0 69.9 4.1 57 Smoking Restrictions in Hospitals 69, 5.5 3697 2'.2 33.3 59.4 7.2 121 Venti'llation 32' 2.5 6988 4.1 34.4 62.5 3.1 58 Voter Initiatives/Referendums 107 8.5 10463 6.2 23.4 71.0 5.6 59 Workplace 135 10.7 18706 11.0 32.6 58.5 8.9 Message Total 1055 25.2 (Pct. of Msgs) Category Total' SMOKING & HEALTH 511 40.6 53533 31.6 27.0 65.9 7.0 60 ACS - Great American Smoke-out 6 0.5 1869 1.1 100.0 61 Additives/Ingredients 30 2.4 2898 1.7 3.3 96.7 62 Adults'/Teachers' Setting Bad Exampl es 19 1.5 848 0.5 21.1 73.7 5.3 63 Anti-Smoking Education 69 5.5 9867 5.8' 21.7 72.5 5.8 64 Dating & Smoking. 0 65 Doctors Setting~ Bad Examples- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report on ETS 20 1.6 5655 3.3 5.0 90.0 5.0 66 ETS (Environmental Tobacco Smoke) 368 29.2 45861 27.0 20.4 73.6 6.0 67 Lung Cancer & Other Diseases 320 25.4 67316 39.7 16.3 78.4 5.3 69 Nicotine Addiction 127 10.1 12526 7.4 9.4 83.5 7.1 70 Pregnant Women/Unborn Children 63 5.0 7201 4.2 9.5 88.9 1.6 71 Quitting Smoking. 142 11.3 23437 13.8' 14.8 79.6 5.6 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 4 0.3 249 0.1 100.0 74 Risks of Quitting Smoking 8 0.6 429 0.3 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 14 1.1 2664 1.61 21.4 711.4 7.1 77 Smoking & Blacks 7 0.6 1384 0.8 85.7 14.3 78 Smoking & Children 90 7.1 10091 5.9' 28.9 67.8 3.3 79 Smoking & Productivity (Absenteeism) 27 2.1 3068 1.8 14.8 81.5 3.7 93 Smoking and Minorities 3 0.2 914 0.5 100.0 68'Social Costs Due to Smoking 62 4.9 7249 4.3 3.2 95.2 1.6 80 Social Ramifications of Tobacco Use 55 4.4 2768 1.6 34.5 60.0 N 5.5 81 Surgeon General Koop"s May 16th Repo on Addiction rt 1 0.1 12 0.01 100.0 N 107 Varela Study 2 0.2 26 0.01100.0 W 83' Women and Smok i ng~ 48 3.8' 39629 23.4 6.3 91.7 ~ 2.1 Message Total 1485 35.5 (Pct. of Msgs) ~ Category Total 777 61.7 123071 72.61 20.5 73.4 N 6.2 W

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION V Page 6 % UF o 0F REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TAXES 84 Deficit Reduction 41 119 Diminishing Returns (Higher Taxes 9 Resulting in Lower Revenue) 85 Earmarking for Health Care/Education 29 86 General Excise Tax Increase/Decrease 217 87 General Tax Increase 9 118 Regressivity of Excise Taxes 6 88 Use/Distribution of Revenue 18 from Cigarette Taxes Message Total 329 Category Total 225 TOBACCO EDUCATION/HEALTH PROTECTION 99 Tobacco Education/Health Protection ACT Act 5 Kennedy Bill) Message Total 5 Category Total 5 TOBACCOLEAF 89 General Leaf Information 20 90 Import Restrictions 1 91 Price Support Programs 8 92 Subsidies to Farmers 14 Message Total 43 Category Total 40 YOUTH 115 Addiction 16 123 Decreased Consumption among Youth 1 Smokers 117 Decreased Incidence of Youth Smokers 4 124 Increased Consumption among Youth 0 Smokers 116 Increased Incidence of Youth!Smokers 6 82 Teenagers and Smoking 104 114 Tobacco Use as Gateway to Drugs 1 Narcotics) Message Total 132 Category Total 111 3.3 3109 1.8 17.1 0.7 1315 0.8' 88.9 2.3 3443 2.0 6.9 17.2 20290 12.0 29.0 0.7 867 0.5 22.2 0.5 883 0.5 66.7 1.4 16050.9 22.2 7.9 (Pct. of Msgs) 17.9 20805 12.3 29.8 0.4 182 0.1 40.0 0.1 (Pct. of Msgs) 0.4 182 0.1 40.0 1.6 1004 0.6 35.0 0.1 90 0.1 100.0 0.6 372 0.2 62.5 1.1 989 0.6 14.3 1.0 (Pct. of Msgs)~ 3.2 2263 1.3 32.5 1.3 1794 1.1 0.1 11 0.0 100.0 0.3 255: 0.2 0.5 505 0.3 8.3 101026.022.1 0.1 il1 0.0 100.0 3.2 (Pct. of Msgs) 8.8 10981 6.5 20.7 73.2 9.8 11.1 93.1 63.6 7.4 66.7 11.1 33.3 77.8 62.7 7.6 40.0 20.0 40.0 20.0 35.0 30.0 12.5 25.0 64.3 21.4 42.5 25.0 100.0 100.0 100.0 0 , 66.3 ~11.5 LD N ~ 68.5 ~ 10.8 ACA

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION V Page 7 a OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Totall Regional Messages 4,185

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION V Page 8 % 0'F o OF' REG IMPs REG' % % %. COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere to strict code of not giving free samples to people under 21. Sampling bans are unconstitutional and violate First Amendment. Message Total ADVERTISING 26 Cigarette advertising is designed to induce switching among smokers. Smokers change brands at a rate of 15,000 per day. 2 Cigarette advertising is not designed to induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total CIGARETTE INGREDIENTS 4 Exact recipe is protected information. A list of commonly used ingredients has been made available to the FTC by all manufacturers. Message Total CIGARETTES AND FIRES 5 The answer to the problem is fire-prevention education, not a federally mandated standard for a self-extinguishing cigarette. Message Total ENVIRO'N'MENTAL TOBACCO SMOKE (ETS) 3 ETS is one element of indoor air quality. The so-called dangers to non-smokers have not been proved. 0 0 2 0.8 394 100.0 4 1.7 1003 50.0 50.0 6 2.5 0 0 0 0 ~ 62 25.7 8281 82.3 1'6.1 N CA 1.6 t0 Nothing more can be added to this ~ debate. Ob 0)

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION V Message Total EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept of free marketing and' benefit the U.S. economy. 27 Cigarette exports result in more American jobs. Message Total IMPORTED TOBACCO LEAF 6 Only a very small 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 tobacc&subsidy. Tobacco is C A R M A Page 9 COUNT o OF REG MSGS % OF IMPs REG (000) IMPs % a FAVOR UNFAV % NEUTRAL 62 25.7 0 2 0.8 198 100.0 2 0.8 0 0 2 0.8 328 100.0 0 2 0.8 2 0.8 149 100.0 N41 1 0.4 40 100.0 Q 3 1.2 jy W ~ 2 0.8 81 100.0 CA ~

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 10 PRO-ARGUMENTS:REGION V the only crop in the U.S. to run a surplus. 8 Why single out the tobacco industry? No other major manufacturer contributes to a price support program. Fed. programs receive billions from exise taxes. Message Total PRIVACY/DISCRIMINATION 29 Employer hiring bans on smokers are an infringement on personal privacy. Message Total PRODUCT LIABILITY: FREE CHOICE ARGUMENT 9 All cigarettes have warning labels. Individual makes own decision to smoke. Message Total PRODUCT LIABILITY: NICOTINE ADDICTION 10 Cigarettes are not addictive and people make an informed autonomous choice to smoke. Message Total RESTRICTIVE SMOKING LAWS 11 Government interference with this problem is costly, ineffective & inappropriate. 21 We don't need government to tell business how to accomodate its customers. Message Total COUNT % UF REG MSGS o OF IMPs REG (000) IMPs % FAVOR % UNFAV o NEUTRAL 1' 0.4 34 100.0 3 1.2 16 6.6 794 43.8 18.8 37.5 16 6.6 26 10.8 1716 65.4 23.1 11.5 26 10.8 1 0.4 93 100.0 1 0.4 18 7.5 2335 88.9 11.1 16 6.6 1001 87.5 N N 12.5 W ~ . ~ 34 14.1 CA Mi m