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PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION VI C A R M A Page 1 COUNT %OF REG COUNT IMPs (000) %OF REG IMPs % FAVOR % UNFAV % NEUTRAL MEDIA TYPE Dailies ........................... Weeklies .......................... Magazines ......................... Trades ............................ Miscellaneous ..................... Radio ............................. Television ........................ Wire Services ..................... Total 662 7 3 10 6 0 0 0 688 96.2 1.0 0.4 1.5 0.9 00.0 60327 28 113 315 98 0881 99.1 0.01 0.2 0.5 0.2 00.01 24.5 71.4 20.0 50.0 5.0 68.1 14.3 661.7 601.0 50.0 7.3 7.4 14.3 33.3 20.0 .7 % OF o OF REG IMPs REG % o a COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TYPE OF ITEM AND POSITION'. Editorial .............. 158 23.0 13050 21.4 13.9 73.4 12.7 News ................... 0 Opinion ................ 216 31.4 22850 37.5 16.2 73.1 10.6 Letter ................. 314 45.6 24981 41.0 36.6 60.2 3.2 Total 688 100.0 60881 100.0 25.0 67.3 7.7 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 % OF o OF COUNT REG COUNT IMPs (000) REG IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS Alabama ........................... 145 21:1.1 5332 8.8 24.1 65.5 10.3 Florida ........................... 267 38.8 40743 66.9 21.7 70.8 7.5 Georgia ............................ 176 25.6 10962 18.& 29.0 64.8' 6.3 Mississippi ....................... 46 6.7 1433 2.4 21.7 63.0 15.2 South Carolina .................... 54 7.8 2411 4.& 33.3 66.7 Total 688 100.0 60881 100.& 25.0 67.3 7.7

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VI Page 2 a OF % OF REG IMPs REG % % a COUNT COUNT (000) IMPs FAVO R UNFAV NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 8 1.2 936 1.5 50.0 501.0 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 0 Advertising/Promoting Tobacco 3 General Advertising 28 4.1 3378 5.5 3.6 89'.3 7. 1 4 Outdoor Advertising Bans/Restrictions 2 0.3 252 0.4 100.0 100 Promotion and Tobacco Sponsored Events 16 2.3 1952 3.2 50.0 501.0 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 10 1.5 1057 1.7 20.0 50.0 30.0 101 Tombstone Advertising or Restrictions 1 0.1 407 0.7 100.0 on Advertising 7 Total Ad Ban 9 1.3 863 1.4 11.1 77.8 11.1 Message Total 74 3.1 (Pct. of Msgs) Category Total 61 8.9 7472 12.3 23.0 68.9 8.2 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 4 0.6 280 0.5 25.0 75.0 Smokers/Non-smokers 8 General Discrimination Against Smokers 33 4.8 2370 3.9 63.6 33.3 3.0 9 Smokers Denied!Employment 44 6.4 5688 9.3 40.9 54.5 4.5 10 Smokers DeniedlInsurance Coverage 3 0.4 188 01.3 100.0 Message Total 84 3.6 (Pct. of Msgs) Category Total 77 11.2 7477 12.3 48.1 48'.1 3.9 FIRE HAZARD 11 Fire Cost: Financial' & Human 5 0.7 312 0.5 20.0 80.0 12 Fires KillinglPeople 1 0.1 15 0.0 100.0 13 Self Extinguishing 0 Cigarettes (Fire Safe) Message Total 6 0.3 (Pct. of Msgs) Category Total 6 0.9 327 0.5 33.3 66.7 INDUSTRY ECONOMICS 19 Ad Costs Up/ 0 Sales Down! 94 Bootlegging/Cross-bord'er Purchasing 3 0.4 172 0.3 33.3 66.7 110 Boycotts of tobacco companies 7 1.0 695 1.1 42.9 42.9N 14.3 20 Brand Competition 4 0.6 493 0.8 100.. 00 95 Cigarette Theft 0 N 21 Clove Cigarettes 0 W 97 Crop Diversification 0 CD li i ti /Sal' f Ci 22 D C 10 1 5 •826 1 4 60 Cr 40 0 gs. ne ni onsump on es o ec . . . 4 . 109 Divestiture of Tobacco Stocks 2 0.3 67 0.1 ~ 1100.0 98 Economic Benefits of Tobacco (jobs, tax 15 2.2 1422 2.3 60.0 33.~ 6.7 PA

PHILIP MORRIS, USA. January 1991 - December 1991 ISSUES:REGION VI C A R M A Page 3 COUNT % UF % OF REG IMPs REG COUNT (000) IMPs % FAVO % R UNFAV % NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. Ba l ance of Trade 1 0.1 256 0.4 100.0 24 Generic Cigarettes 1 0.1 20, 0.0 100.0 25 Insurance Costs to the Employer 8 1.2 833 1.4 25.0 75.0 26 New Products 2 0.3 127 0.2 50.0 50.0 5 pack, longer length etc.) 96 Price Decrease 0 27 Price Increase 3 0.4 457 0.8 100.0 23 Tobacco Exports 9 1.3 862 1.4 11.1 66.7 22.2 28 Tobacco Lobby/Political Influence 42 6.1 6097 10.0 4.8 88.1 7.1 Message Total 107 4.5 (Pct. of Msgs) Category Total 96 14.0 1128& 18'.5 19.8 68.8 11.5 MARKETING RESTRICTION'S/REGULATIONS 14 Ban on Cigarette Vending Machine Sales 7 1.0 809 1.3 14.3' 71.4 114.3 15 Ban on Sale of Tobacco Products 4 0.6 129' 0.2 75.0 25.0 104 Ingredients Labelling 0 16 Raising Legal Age to Buy Cigarettes 36 5.2 3188 5.2 38.9 55.6 5.6 5 Sampling Ban 5 0.7 373 0.6 40.0 40.0 20.0 17 Tobacco Product Sales to Minors 37 5.4 3252 5.3 21.6 62.2 1!6.2 18 Warning Labels 36 5.2 4722 7.8 41.7 47.2 1'1.1 Message Total 125 5.3 (Pct. of Msgs) Category Total 96 14.0 9854 16.2 33.3 54.2 12.5 MENTIONS 108 Health & Human.Servi'ces Secretary Louis Sullivan 14 2.0 885 1.5 28.6 64.3 7.1 29 Inter-Agency Council' on Smoking & Healt 0 30 NY Public Health Council' 0 Message Total 14 0.6 (Pct. of Msgs) Category Total NICHE MARKETING/TARGET MARKETING 14 2.0 885 1.5 28.6 64.3 7.1 102 Blacks & Advertising 7 1.0 795 1.3 28.6 ~71.4 103 Minorities & Advertising 2 0.3 352' 0.6 100.0 N 125 Women & Advertising 5 0.7 604 1.0 40.0 W60.0 CD Message Total 14 0.6 (Pct. of Msgs) 06 Category Total 8 1.2 '971 1.6 37.5 N 2.5 PHILIP MORRIS w IQ

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VI CARMA Page 4 COUNT o0'F REG IMPs COUNT (000) %OF REG IMPs o FAVO 0 0 R UNFAV NEUTRAL 31 Diversification/Corporate Mergers 2 0.3 47 0.1 50.01 50.0 113 Divestment of Philip Morris Stock. 0 32 Funding Scientific Research. 0 33 General Corporate Coverage 17 2.5 1088 1.8 29'.4 41.2 29.4 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 3 0.4 3 0.0 1001.0 35 Philip Morris Ad Campaign - "The American Smoker: An Economic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 6 0.9 146 0.2 501.0 33.3 16.7 39 Public & Sporting Events, Awards, etc. 7 1.0 843 1.4 42.9 42.9 14.3 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 7 1.0 530 0.9 42.9 57.1 41 TAP (Tobacco Action Program) 0 Message Total 42 1.8 (Pct. of Msgs) Category Total PRODUCT LIABILITY 39 5.7 2549 4.2 41.0 38.5 20.5 42 Litigation Involvin Tobacco Products 27 3.9 2715 4.5 37.0 51.9 11.1 43 Nicotine Addiction ?As Evidence in Product Liability Litigation) 0 44 Pesticides/Additives/Ingredients as i l i iff ' 0 Bas s for P a nt s Arguments 45 Stock Market Fluctuations (As a Result of Litigation) 0 Message Total 27 1.1 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 27 3.9 2715 4.5 37.0 51.9 11.1 46 Amending Restrictive Smoking Laws 5 0.7 921 1.5 20.0 80.0 48 Employer Li'ability/Responsibillity to Provide Smoke-Free Workplace 2 0.3 417 0.7 50.0 50.0 49 Enforcement/Non-Compliance with Smoking Laws 36 5.2 3646 6.019.4 66.7 13.9 50 Home/Privacy/Discrimination 28 4.1 3899 6.4 46.4 42.9 10.7 120 Indoor Air Quality 11 1.6 1600 2.6 9.1 90.9 51 Lawmaker Immunity From No-Smoking Laws 0 © 52 Other Publ'ic Places 106 15.4 7125 11.7 34.9 61.3 N 3.8 53 Public Transportation 28 4.1 3565 5.9' 28.6 67.9 ~ 3.6 54 Restaurant 71 1'0.3 7920 13.01 19.7 76.1 ~ 4.2 55 Schools 30 4.4 3647 6.01 16.7 73.3 '410.0 122 Sick Building Syndrome 1 0.1 9 0.01 100.0 N W

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VI C A R M A Page 5 COUNT % OF o OF REG IMPs REG COUNT (000) IMPs o FAVOR a % UNFAV NEUTRAL 47 Smoker/Non-Smoker Accommodation 92 13.4 7964 13.1 29.3 63.0 7.6 56 Smoking Restrictions in Government Buildings (~Federal/State/Municipal) 46 6.7 4766 7.8 21.7 76.1 2.2 57 Smoking Restrictions in Hospitals 38 5.5 2015 3.3 23.7 73.7 2.6 121 Ventilation 25 3.6 2250 3.7 28.0 72.01 58 Voter Unitiatives/Referendums 0 59 Workplace 78 11.3 8248 13.5 28'.2 69.2 2.6 Message Total 597 25.4 (Pct. of Msgs) Category Total SMOKING & HEALTH 311 45.2 26633 43.7 29.6 65.0 5.5 60 ACS - Great American Smoke-out 3 0.4 131 0.2 33.3' 66.7 61 Additives/Ingredients 17 2.5 1062 1.7 11.8' 88.2 62 Adults'/Teachers' Setting Bad Examples 10 1.5 1594 2.6 10.0 90.0 63 Anti-Smoking Education. 40 5.8 3978 6.5 10.0 85.0 5.0 64 Dating & Smoking 0 65 Doctors Setting Bad Examplles- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report on ETS 7 1.0 1043 1.7 28.6 71.4 66 ETS (Environmental Tobacco:Smoke), 200 29.1 18373 30.2 14.0 81.5 4.5 67 Lung Cancer & Other Diseases 189 27.5 17691 29.1 9.5 84.7 5.8 69 Nicotine Addiction 95 13.8 10679 17.5 10.5 86.3 3.2 70 Pregnant Women/Unborn Children 24 3.5 2444 4.0 4.2 95.8 71 Quitting Smoking 131 19.0 14499 23.8 14.5 82.4 3.1 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 3 0.4 190 0.3 100.0 74! Risks of Quitting Smoking 11 1.6 1808 3.0 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health. 7 1.0 768 1.3 14.3 85.7 77 Smoking & Blacks 4 0.6 68 0.1 75.0 25.0 78 Smoking & Children 45 6.5 3783 6.2 8.9' 84.4 6.7 79 Smoking & Productivity (Absenteeism) 27 3.9 1928 3.2 22.2 66.7 11.1 93 Smoking and Minorities 3 0.4 376 0.6 33.3 66.7 68 Soci'al, Costs Due to Smoking 49 7.1 3563 5.9 10.2 83.7 6.1 80 Sociall Ramifications of Tobacco Use 53 7.7 5219 8.6 22.6 69.8 7.5 81 Surgeon General Koop's May 16th Report on Addiction 0 ~ ~ N 107 Varella Study 0 83 Women and Smoking 31 4. 5 3598 5.9 3.2 83.9 ~ 112' 9' . ~ Message Total 949 40.3 (Pct. of Msgs) ~ Category Total 460 66.9 44039 72.3 15.2 79.3 w 5.4 ~

C A R M A. PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VI Page 6 % OF o OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TAXES 841 Deficit Reduction 13 119 Diminishing Returns (Higher Taxes 1 Resulting in Lower Revenue) 85 Earmarking for Health Care/Education 24 86 General Excise Tax Increase/Decrease 77 87 General Tax Increase 0 118 Regressivity of Excise Taxes 2 88 Use/Distribution of Revenue 13 from Cigarette Taxes Message Total 130 Category Total 82 TOBACCO EDUCATION''/HEALTH PROTECTION 99 Tobacco Education/Health Protection ACT Act 2 Kennedy Bill) Message Total 2 Category Total 2 TOBACCO LEAF 89 General Leaf Information 4 90 Import Restrictions 0 91 Price Support Programs 1 92 Subsidies to Farmers 21 Message Total 26 Category Total 25 YOUTH 115 Addiction 26 123 Decreased Consumptioniamong Youth 1 Smokers 117 Decreased Incidence of Youth Smokers 4 124 Increased Consumption among Youth 1 Smokers 116 Increased Incidence of Youth Smokers 5 82 Teenagers and Smoking 112 114 Tobacco Use as Gateway td Drugs 7 Narcotics) Message Total. 156 Category Totali 118 1.9 392 0.6 30.8 0.1 51 0.1 3.5 1536 2.5 20.8 11.2 5168 8.5 29.9 0.3 305 0.5 1.9 599 1.0 30.8 5.5 (Pct. of Msgs) 11.9 5691 9.3 29.3 0.3 114 0.2 100.0 0.1 (Pct. of Msgs) 0.3 114 0.2 100.0 61.5 7.7 100.0 70.8' 8.3 59.7 10.4 50.0 50.0 53.8 15.4 58.5 12.2 0.6 196 0.3 25.0 75.0 0.11 256 0.4 100.0 3.12381 3.923.8 66.7 9.5 1.1 (Pct. of Msgs) 3.6 2577 4.2 24.0 56.0 20.0 3.8 2720 4.5 7.7 0.1 20 0.0 0.6 516 0.8 25.0 0.1 40 0.1 0.7 303 0.51 16.3 9713 16.0 12.5 1.0 0 531 0.9' 6.6 (Pct. of Msgs) 1:7.2 9888 16.2' 14.4 84.6 7.7 100.0 501.0 25.0 1001.0

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VI Page 7 % OF a OF REG IMPs REG % % o COUNT COU'NT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 2,353

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VI Page 8 o UF % UF REG IMPs REG % % o COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere to strict code of 1 1.2 176 100.0 not giving free samples to people under 21. Sampling bans are unconstitutional and violate First Amendment. Message Total 11 1.2 ADVERTISING 26 Cigarette advertising 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 1 1.2 253 100.0 induce people to smoke but to divide the existing market by promoting brand identificationiamong smokers. Message Total 1 1.2 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 probliem is 0 fire-prevention educatilon,, not a federally mandated standard for a self-extinguishing cigarette. Message Tota1 0 ENVIRONMENTAL TOBACCO SMOKE (ETS) 3 ETS is one element of indoor air 15 17.9 1239 73.3' 20.0 quality. The so-called dangers to non-smokers have not been proved. Nothing more can be added to this debate.

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VI Page 9 % OF o OF REG IMPs REG % a % COUNT MSGS (000) IMPs FAVOR U'NFAV NEUTRAL 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 tobacco subsidy. Tobacco is 15 17.9 0 0 0 0 0 1 1.2 10 100.0 1 1.2 253 100.0 2 2.4 11 1.2 21 100.0 0 ~' ~ 1 .2 N P.J tD ~ C11 1 1.2 256 100.0 ~

PHILIP MORRIS, USA January 1991 - December 199'1 PRO-ARGUMENTS:REGION VI 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 tKis problem is costly, ineffective & inappropriate. 21 We don't need government to tell business how to accomodate its customers. Message Total C A R M A Page 10 COUNT % OF REG MSGS % OF IMPs REG (000) IMPs % FAV'OR. % UNFAV % NEUTRAL 0 1 1.2 12 14.3 1907 66.7 33.3 12 14.3 13 15.5 1142 61.5 23.1 15.4 13 ' 15.5 0 0 8 9.5 294 87.5 12.5 ~ 0 1'14 16.7 482 92.9 7.1 N . W CD r ~ 22 26.2 CA