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PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION VII C A R M A Page 1 %QF REG COUNT COUNT IMPs (000) %OF REG IMP's % FAVOR % UNFAV % NEUTRAL MEDIA TYPE Dailies .......... 498 83.0 72006 89.0 20.7 73.7 5.6 Weeklies ......... .............. 5 0.8 10 0.0 40.0 60.0 Magazines ........ 4 0.7 159 0.2 100.0 Trades ........... 70 11.7 7543 9.3 5.7 88 6 5 7 Miscellaneous .... ................ 23' 3.8 1185 1.5 13.0 . 82.61 . 4.3 Radio ............ 0 Television ....... 0 Wire Services .... 0 Total 600,100.0 80903 100.0 18.7 75.8 5.5 % OF % OF REG COUNT COUNT IMPs (000) REG IMPs FAVOR UNFAV NEUTRAL TYPE OF ITEM AND POSITION Editorial ......................... 131 21.8 13284 16.4 14.5 77.9 7.6 News .............................. 0 Opinion ........................... 282 47.0 32229 39.8 15.2 78.4 6.4 Letter ............................ 187 31.2 35390 43.7 26.7 70.6 2.7 Total 600 100.0 80903 100.0 18.7 75.8 5.5 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 % OF a UF REG COUNT COUNT IMPs (000) REG IMPs FAVOR UNFAV NEUTRAL STATE' ANALYSIS Iowa ......... 130 21.7 10049 12.4 29.2 62.3 8 5 Illinoi's ..... 206 34.3 45618 56.4 11.7 82.5 . 5.8 Minnesota .... 125 20.8 13940 17.2 16.8 78.4 4.8 Wisconsin .... 139 23.2 11297 14.0 20.9 76.3 2.9 Total 600 100.0 80903 100.0 18.7 75.8' 5.5

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VII OF oOF REG IMPs REG % Page 2 % % COUNT COUNT (000) IMPs FAVO R UNFAV NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 3 0.5 772 1.0 33.3 66.7 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 1 0.2 6 &.0 100.0 Advertising/Promoting Tobacco 3 General Advertising 39 6.5 6581 8.1 12.8 79.5 7.7 4 Outdoor Advertising Bans/Restrictions 4 0.7 2014 2.5 25.0 75.0 100 Promotion and Tobacco Sponsored Events 14 2.3 3953 4.9 21.4 78'.6 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 10 1.7 1441 1.8' 10.0 80.0 10.0 101 Tombstone Advertising or Restrictions 1 0.2 94 0.1 100.0 on Advertising. 7 Total Ad Ban 8 1.3 1866 2.3 25.0 75.0 Message Total 80 3.9 (Pct. of Msgs) Category Total 68 11.3 13744 17.0 17.6 77.9 4.4 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 4 0.7 795 1.0 25.0 75.0 Smokers/Non-smokers 8 General Discrimination Against Smokers 19 3.2 3525 4.4 57.9 31.6 10.5 9 Smokers Denied Employment 23 3.8 2503 3.1 69.6 30.4 10 Smokers Denied Insurance Coverage 1 0.2 382 0.5 100.0 Message Total 47 2.3 (Pct. of Msgs) Category Total 45 7.5 6817 8.4 62.2 33.3 4.4 FIRE HAZARD 11 Fire Cost: Financial & Human 4 0.7 178 0.2 100.0 12 Fires Killing People 3 0.5 110 0.1 100.0 13 Self Extinguishing 0 Cigarettes (Fire Safe) Message Total 7 0.3 (Pct. of Msgs) Category Total 7 1.2 288 0.4 100.0 INDUSTRY ECONOMICS 19 Ad Costs Up/ 0 Sales Down 94 Bootlegging/Cross-border Purchasing 10 1.7 697 0.9 40.0 60.0 110 Boycotts of tobacco companies 7 1 2 3344 4 1 28 6 71 4 20 Brand Competition 5 . . 0.8 1133 1.4 . . 80.0 N 20.0 95 Cigarette Theft 2 0.3 50 0.1 1100.00 21 Clove Cigarettes 1 0.2 43 0.1 1100.0 N 97 Crop Diversification 1 0.2 56 0.1 100 . 0 co) 22 Decline in Consumption/Sales of Cigs. 28 4.7 3358 4.2 14.3 85.7W 109 Divestiture of Tobacco Stocks 8 1.3 2038 2.5 12.5 75.0 4a 12.5 98 Economic Benefits of Tobacco (jobs, tax 13 2.2 1525 1.9 46.2 46.2&q 7.7 CA N

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VII C A R M A Page 3 COUNT % OF % OF REG IMPs REG COUNT (000) IMPs % FAVO % R UNFAV % NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. Balance of Trade 0 24 Generic Cigarettes 1 0.2 15 0.0 100.0 25 Insurance Costs to the Employer 9 1.5 768 0.9 33.3 66.7 26 New Products 3 0.5 163 0.2 100.0 5 pack, longer length etc.). 96 Price Decrease 0 27 Price Iincrease 6 1.0 505 0.6 16.7 83.3 23 Tobacco Exports 16 2.7 2801 3.5 6.3 93.8 28 Tobacco Lobby/Political Influence 25 4.2 4310 5.3 96.0 4.0 Message Total 135 6.6 (Pct. of Msgs) Category Total 111 1:8.5 16411 20.3 19.8 77.5 2.7 MARKETING RESTRICTIONS/REGULATIONS 14 Ban on Cigarette Vending Machine Sales 30 5.0 4043 5.0 10.0 86.7 3.3 15 Ban on Sale of Tobacco Products 5 0.8 642 0.8 100.0 104 Ingredients Labelling 0 16 Raising Legal Age to Buy Cigarettes 8 1.3 380 0.5 37.5 62.5 5 Sampling Ban 9 1.5 673 0.8 100.0 17 Tobacco Product Sales to Mi'nors 56 9.3 4618 5.7 17.9 69.6 12.5 18 Warning Labels 34 5.7 5015 6.2 32.4 55.9 11.8 Message Total 142 7.0 (Pct. of Msgs) Category Total MENTIONS 103 17.2 12518 15.5 20.4 69.9 9.7 108 Health & Human Services Secretary Louis Sullivan 12 2.0 2163 2.7 33.3 66.7 29 Inter-Agency Council on Smoking & Healt 0 30 NY Public Health Council 0 Message Total 12 0.6 (Pct. of Msgs) Category Total 12 2.0 2163 2.7 33.3 66.7 NICHE MARKETING/TARGET MARKETING N 102 Bllacks & Advertising~ 2 0.3 131 0.2 100.0 103 Minorities & Advertising 2 0.3 25 0.0 100.0 ~ 125 Women & Advertising 4 0.7 942 1.2 100.0 CW CD Message Total: 8 &.4 (Pct. of Msgs) M'6 Category Total 5 0.8 •952 1.2 100.0 N PHILIP MORRIS N1 W

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VII C A R M A Page 4 COUNT o OF % OF REG IMPs REG COUNT (000) IMPs o FAVOR a UNFAV % NEUTRAL 31 Diversification/Corporate Mergers 3 0.5 313 0.4 33.3 66.7 113 Divestment of Philip Morris Stock 0 32 Funding Scientific Research 0 33 General Corporate Coverage 13 2.2 1915 2.4 23.1 61.5 15.4 34 Great American Smoker Campaign 0 36 PM' Editorial Services Articles 1 0.2 14 0.0 100.0 35 Philip Morris Ad Campaign -"The American Smoker: An: Economic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 9 1.5 325 0.4 55.6 44.4 39 Public & Sporting Events, Awards, etc. 3 0.5 473' 0.6 33.3 66.7 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 11 1.8 2269 2.8 27.3 63.6 9.1 41 TAP (Tobacco Action Program) 0 Message Total 40 2.0 (Pct. of Msgs) Category Total 38 6.3 4905 6.1 31.6 60.5 7.9 PRODUCT LIABILITY 42 Litigation Involving Tobacco Products 24 4.0 3791 4.7 45.5' 41.7 12.5 43 Nicotine Addiction (As Evidence i'n Product Liability Litigation) 0 44 Pesticides/Additives/Ingredients as Basis for Plaintiffs' Arguments 0 45 Stock Market Fluctuations (As a Result of Litigation) 2 0.3 1026 1.3 50.0 50.0 Message Total 26 1.3 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 25 4.2 4076 5.0 48.0 40.0 12.0 46 Amending Restrictive Smoking Laws 3 0.5 32 0.0 33.3 66.7 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 4 0.7 747 0.9 100.0 49 Enforcement/Non-Compliance with Smoking Laws 53 8.8 3581 4.4 17.& 64.2 18.9 50 Home/Privacy/Discrimination 30 5.0 5705 7.1 40.& 60.0 120 Indoor Air Quality 7 1.2 211 0.3 85.7N) 14.3 51 Lawmaker Immunity From No-Smoking Laws 1 0.2 64 0.1 100.00 52 Other Public Places 45 7.5 636& 7.9 17.8 75.6 N 6.7 53 Publ ic Transportation 11 1.8 3031 3.7 27.3 72.7C4 54 Restaurant 22 3.7 3421 4.2 18.2 81.8 W 55 Schools 122 S i' k B4 1 d' 1 S d c ui ing yn rome 37 0 6.2 3956 4.9 16.2 78.406 5.4

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION V'II C A R M A Page 5 COUNT % OF % OF REG IMPs REG COUNT (000) IMPs o FAVOR a UNFAV % NEUTRAL 47 Smoker/Non-Smoker Accommodation 43 7.2 4899 6.1 37.2 62.8 56 Smoking Restrictions in Government Buildings (federal/State/Municipal) 25 4.2 2763 3.4 32.0 64.0 4..0 57 Smoking Restrictions in Hospitals 17 2.8' 3219 4.0 35.3 64.7 121 Ventilation 13 2.2 2376 2.9 7.7 92.3 58 Voter Initiatives/Referendums 1 0.2 340 0.4 100.0 59 Workplace 54 9.0 7794 9.6 25.9 72.2 1.9 Message Total 366 17.9 (Pct. of Msgs) Category Total SMOKING & HEALTH 230 38.3 28518 35.2 23.0 70.9 6.1 60 ACS - Great American Smoke-out 1 0.2 11 0.0 100.0 61 Additives/Ingredients 13 2.2 524 0.6 100.0 62 Adults'/Teachers' Setting Bad Examples 16 2.7 2964 3.7 6.3 87.5 6.3 63 Anti-Smoking~Educatiom 53 8.8 4412 5.5 11.3 86.8 1.9 64 Dating & Smoking 2 0.3 157 0.2 100.0 65 Doctors Setting Bad Examples- smoke, own tobacco land, stock, etc. 3 0.5 169 0.2 100.0 106 EPA Draft Report on ETS 10 1.7 1933 2.4 20.0 80.0 66 ETS (Environmental Tobacco Smoke) 158 26.3 23244 28.7 12.0 86.1 1.9 67 Lung Cancer & Other Diseases 193 32.2 29900 37.0 4.1 93.8 2.1 69 Nicotine Addiction 69 11.5 11917 14.7 8.7 85.5 5.8 70 Pregnant Women/Unborn Children 27 4.5 3454 4.3 96.3 3.7 71 Quitting Smoking 123 20.5 15690 19.4 8.9 87.8 3.3 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 1 0.2 53 0.1 100.0 74 Risks of Quitting Smoking 7 1.2 1031 1.3 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 9 1.5 681 0.8 100.0 77 Smoking & Blacks 0 78 Smoking & Children 46 7.7 7119 8.8 4.3 93.5 2.2 79 Smoking & Productivity (Absenteeism) 14 2.3 1708 2.1 14.3 85.7 93 Smoking and Minorities 1 0.2' 77 0.1 100.0 68 Social Costs Due to Smoking 47 7.8 3789 4.7 8.5 91.5 80 Social Ramifications of Tobacco Use 47 7.8 5336 6.6 12.8 83.0 4.3 81 Surgeon General Koop's May 16th Report 2 0.3 119 0.1 100.0 ~ on Addiction N 107 Varela Study 0 83 Women and Smoking 30 5.0. 5075 6.3 3.3 93.3 ~ 3.3 Message Total 872 42.8 (Pct. of Msgs) ~ Category Total 421 70.2 57592 71.2 11.6 85.5 ~ 2.9'

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VII Page 6 % OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TAXES 84 Deficit Reduction 13 119 Diminishing Returns (Higher Taxes 7 Resulting in Lower Revenue) 85 Earmarking for Health Care/Education 18 86 General Excise Tax Increase/Decrease 88 87 General Tax Increase 0 118 Regressivity of Excise Taxes 2 88 Use/Distribution of Revenue 6 from Cigarette Taxes Message Total 134 Category Total 92 TOBACCO EDUCATION/HEALTH PROTECTION ACT 99 Tobacco Education/Health Protection Act 1 Kennedy Bill) Message Total Category Total TOBACCO LEAF 89 General Leaf Information 0 90 Import Restrictions 0 91 Price Support Programs 1 92 Subsidies to Farmers 12 Message Total 13 Category Total 13 YOUTH 115 Addiction 22 123 Decreased Consumption among Youth 1 Smokers 117 Decreased Incidence of Youth Smokers 7 124 Increased Consumption among Youth 1 Smokers 116 Increased Incidence of Youth Smokers 9 82 Teenagers and Smoking 110 114 Tobacco Use as Gateway to Drugs 6 Narcotics) Message Total 156 Category Total 125 2.2 1560 1.9 1.2 175 0.2 3.0 2087 2.6 14.7 10365 12.8 0.3 231 0.3 1.0 339 0.4 6.6 (Pct. of Msgs) 15.3 10636 13.1 0.2 37 0.0 0.0 (Pct. of Msgs) 0.2 37 0.0 0.2 64 0.1 2.0 1822 2.3 0.6 (Pct. of Msgs) 2.2 1886 2.3 3.7 3034 3.8 0.2 625 0.8 1.2 1562 1.9 0.2 116 0.1 1.5 1193 1.5 18.3 10844 13.4 1.0 419 0.5 7.7 (Pct. of Msgs) 20.8 12804 15.8 53.8 46.2 57.1 28.6 14.3 38.9' 61.1 33.& 59.1 8.0 100.0 33.3 66.7 33.7 58.7 7.6 100.0 100.0 100.0 100.0 100.0 4.5 95.5 100.0 100.0 100.0 100.0 10.9 80.0 " 9.1 100.00 9.6 W W 82.4 ~ 8.0' CA CA Im .

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VII Page 7 %OF %OF REG IMPs REG % a % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 2,039

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 PPRO-ARGUMENTS:REGION VII Page 8 % OF % UF REG IMPs REG o % o COUNT MSGS (000) IMPs FAVOR UN'FAV 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 desi~gned 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 ENVIRONMENTAL TOBACCO SMOKE (ETS) 3 ETS is one element of ind'oor air qual,i'ty. The so-called dangers to non-smokers have not beeniproved. Nothing more can be added~to this debate. 0 0 0 2 2.8 771 50.0 50.0 2 2.8 0 0 0 0 ~ ~ 8 11.3 720 75.& 25.0 (N W ~ ~ f~~i

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VII C A R M A Page 9 COUNT o OF REG MSGS % OF IMPs REG (000) IMPs % FAVOR o UNFAV 0 NEUTRAL Message Total 8 11.3 EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept 0 of free marketing~and benefit the U.S. economy. 27 Cigarette exports result in more 0 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 domestic 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 1.4 18 100.0 not kill for cigarettes in a mood-altered frenzy. 22 Forty million people have quit smoking 0 without any help. essage Total 1 .4 N O N W tD PRICE SUPPORT PROGRAMS 28 There is no tobacco subsidy. Tobacco is 4 5.6 464 100.0 ~

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VII the only crop in the U.S. to run a surplus. 8 Why single out the tobacco industry? Nb 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 aWictive 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 C A R M A Page 10 COUNT oOF REG MSGS oOF IMPs REG (000) IMPs % FAVO a R UNFAV % NEUTRAL 0 4 5.6 9 12.7 1723 77.8 22.2 9 12.7 13 18.3 1315 61.5 30.8 7.7 13 18.3 0 0 2 2.8 65 10&.0 N 2 2.8 193 50.0 50.0 ~ . N N