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PHILIP MORRIS, USA January 19:91 - December 1991 PROFILE:REGION XI C A R M A Page 1 COUNT % OF REG COUNT IMPs (000) % OF REG IMPs % FAVOR % UNFAV % NEUTRAL MEDIA TYPE Dailies .................. 348' 94.6 26334 99.0 18.1 70.7 11.2 Weeklies ................... Magazines ................ 01 0.3 100.0 Trades ................... 3 0.8 44 0.2 33.3 66.7 Miscellaneous ............ 16 4.3 235 0.9 25.0 75.0 Radio .................... 0 Television ............... 0 Wire Services ............ 0 Total 368 100.0 26612 100.0 18.5 70.9 10.6 % OF a OF COUNT REG COUNT IMPs (000) REG IMPs FAVOR UNFAV NEUTRAL TYPE OF ITEM AND POSITION Editorial................. 93 25.3 7069 26.6 16.1 65.6 18.3 News ..................... 0 Opinion .................. 96 26.1 7442 28.0 10.4 81.3 8.3 Letter ................... 179 48.6 12101 45.5 24.0 68.2 7.8 Total 368 100.0 26612 100.0 18.5 70.9 10.6 FAIRNESS CODE Not Fairly Quoted'................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 % OF % OF COUNT REG COUNT IMPs (000) REG IMPs FAVOR' UNFAV NEUTRAL STATE ANALYSIS Alaska .................. 28 7.6 1127 4.2 17.9 78.6 3.6 Idaho ................. 13 3.5 495 1.9 38.5 61.5 Montana ............... 42 11.4 1355 5.1 21.4 59.5 19.0 Oregon ................ 89 24.2 6937 26.1 13.5 71.9 14.6 Utah .................. 26 7.1 2085 7.8 30.8 57.7 11.5 Washington ............ 170 46.2 14613 54.9 17.1 74.7 8.2 Total 368 100.0 26612 100.0 18.5 70.9' 10.6 . h+ ~ 09 W ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION XI C A R M A Page 2 COUNT % OF REG IMPs COUNT (000) % OF REG IMPs % FAVO % R UNFAV % NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 5 1.4 283 1.1 100.0 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 1 0.3' 16 0.1 100.0 Ad'vertising/Promoting Tobacco 3 General Advertising 36 9.8 2824, 10.6 8.3 88.9 2.8 4 Outdoor Advertising Bans/Restrictions 14 3.8 954 3.6 14.3 85.7 100 Promotiomand Tobacco Sponsored Events 6 1.6 133 0.5 16.7 83.3 Marlboro Racing, WinstoniCup, etc.) 6 Tobacco Products i~n Films/Television 9 2.4 699 2.6 100.0 101 Tombstone Advertising or Restrictions 1 0.3 113 0.4 100.0 on Advertising 7 Total Ad Ban 2 0.5 308 1.2 50.0 50.0 Message Total 74 5.6 (Pct. of Msgs) Category Total 61 16.6 4381 16.5 9.8 86.9 3.3 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 2 0.5 92 0.3 50.0 50.0 Smokers/Non-smokers 8 General Discrimination Against Smokers 15 4.1 11!04 4.1 53.3 26.7 20.0 9 Smokers Denied Employment 5 1.4 31'6 1.2 60.0 40.& 10 Smokers Denied Insurance Coverage 0 Message Total 22 1.7 (Pct. of Msgs) Category Total 21 5.7 1456 5.5 52.4 33.3' 14.3 FIRE HAZARD 11 Fire Cost: Financial & Human 3 0.8 677 2.5 100.0 12 Fires Killing People 6 1.6 767 2.9 100.0 13 Self Extinguishing 0 Cigarettes (Fire Safe) Message Total 9' 0.7 (Pct. of Msgs) Category Total 7 1.9 1071' 4.0 100.0 INDUSTRY ECONOMICS 19 Ad Costs Up% 0 Sales Down 94 Bootlegging/Cross-border Purchasing 7 1.9 215 0.8 28.6 28.6 42.9 110 Boycotts of tobacco companies 4 1.1 184 0.7 1100.0 20 Brand Competi~tion 1 0.3 233 0.9 100.0 rt, e 95 Cigarette Theft . 21 Clove Cigarettes 0 0 N W 97 Crop Diversification 1 0.3 53 0.2 100.0W 22 Decline in Consumption/Sales of Cigs 12 3 627 2 3 4 100 0 •~ . 109 Divestiture of Tobacco Stocks 6 . . 1.6 231 0.9 . 100.0 ~ 98 Economic Benefits of Tobacco (jobs, tax 7 1.9 347 1.3 28.6 71.4 ~ ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION XI revenues, etc.) 112 Effects of Tobacco Exports on U.S. Balance of Trade 24 Generic Cigarettes 25 Insurance Costs to the Employer 26 New Products 5 pack, longer length etc.) 96 Price Decrease 27 Price Increase 23 Tobacco Exports 28 Tobacco Lobby/Political Influence Message Total Category TotaI MARKETING RESTRICTIONS/IIEGUILATIONS 14 Ban on Cigarette Vending Machine Sales 15 Ban on Sale of Tobacco Products 104 Ingredients Labell!ing 16 Raising Legal Age to Buy Cigarettes 5 Sampling Ban 17 Tobacco Product Sales to Minors 18 Warning Labels Message Total Category Total MENTIONS 108 Health & Human Services Secretary Louis Sullivan 29 inter-Agency Council on Smoking & Healt 30 NY Public Health Council Message Total Category Total NICHE MARKETING/TARGET MARKETING 102Blacks & Advertising 103 Minorities & Advertising 125 Women,& Advertising Message Total Category Total PHILIP MORRIS C A R M A Page 3'~ aOF %OF REG IMPs REG o % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL 0 0 1 0.3 56, 0.2 100.0 2 0.5 261 1.0 100.0 0 0 9 2.4 999 3.8 100.0 16 4.3 905 3.4 6.3 93.8 66 5.0 (Pct. of Msgs) 57 15.5 3733 14.0 10.5 84.2 5.3 30 8.2 2149 8.1 3.3 86.7 10.0 1 0.3 18 0.1 100.0 1 0.3 28 0.1 100.0 5 1.4 238 0.9 80.0 20.0 9 2.4 1003 3.8 11.1 88.9 39 10.6 3162 11.9 5.1 74.4 20.5 19 5.2 1135 4.3 21.1 73.7 5.3 104 7.9 (Pct. of Msgs) 78 21.2 5492 20.6 11.5 75.6 12.8 8 2.2 236 0.9 100.0 0 0 8 0.6 (Pct. of Msgs) 8 2.2 236 0.9 100.0 1 0.3 60 0.2 100.0 v 5 1.4 4115 1.6 100.0 5 1.4' 442 1.7 100.0 ~ G3 11 0.8 (Pct. of Msgs) W 7 1.9 531 2.0 14.3 85.706 ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION' XI CARMA Page 4 COUNT % OF % OF REG IMPs REG COUNT (000) IMPs % FAVOR % % UNFAV NEUTRAL 31 Diversification/Corporate Mergers 1 0.3 62 0.2 100.0 113 Divestment of Philip Morris Stock 4 1.1 502 1.9 100.0 32 Funding Scientific Research 0 33 General Corporate Coverage 7 1.9' 714 2.7 28.6 71.4 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 0 35 Philip Morris Ad Campaign -"The American Smoker: AniEconomic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 0 39 Public & Sporting Events, Awards, etc. 9 2.4 560 2.1 55.6 44.4 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 5 1.4 432 1.6 100.0 41 TAP (Tobacco ActioniProgram) 0 Message Total'. 26 2.0 (Pct. of Msgs) Category Total PRODUCT LIABILITY 23 6.3 1868 7.0 30.4 69.6 42 Litigation Involving Tobacco Products 9 2.4 303 1.1 22.2 77.8 43 Nicotine Addiction,(As Evidence in Product Liability Litigation) 0 44 Pesticides/Additives/Ingredients as B i f Pl i ti'ff " A 0 as s or a n s rguments 45 Stock Market Fluctuations (As a Result of Litigation) 0 Message Total 9 0.7 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 9 2.4 303 1.1 22.2 77.8 46 Amending Restrictive Smoking.Laws 0 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 2 0~.5 90 0.3' 100.0 49 Enforcement/Non-Compliance with Smoking Laws 36 9'.8' 2029 7.6 8.3 61.1 30.6 50 Home/Privacy/Discrimination 2 0~.5 92 0.3 100.0 ~ 120 Indoor Air Quality 2 0.5 273 1.0 50~.0 50.0 C. 51 Lawmaker Immunity From No-Smoking Laws 0 52 Other Public Places 33 9.0 2200 8.3 30.3' 69.7 ~ 53 Public Transportation 12 3.3 877 3.3 16.7 83.3 t4 54 Restaurant 30 8.2 •2124 8.0 30.0 66.7 M+ 3.3 55 Schoo l s 34 9.2 3206 12.0 11.8' 70.6 q 17.6 122 Sick Building Syndrome 0 W .,

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION XI C A R M A. Page 5 COUNT % OF o OF REG IMPs REG COUNT (000) IMPs o FAVO % R UNFAV o NEUTRAL 47 Smoker/Non-Smoker Accommodation 36 9.821i6& 8.1 19.4 72.2 8.3 56 Smoking Restrictions in Government Buildings (Federal/State/Municipal) 19 5.2 1144 4.3 31.6 57.9 10.5 57 Smoking Restrictions in Hospitals 11 3.0 1146, 4.3 27.3 45.5 27.3 121 Ventilation 16 4.3 1137 4.3 31.3 50.0 18'.8 58 Voter Initiatives/Referendums 4 1.1 106 0.4 50.0 25.0 25.0 59'Workplace 25 6.8 1895 7.1 32.0 68.0 Message Total 262 19.9 (Pct. of Msgs) Category Total SMOKING & HEALTH 160 43.5 11134 41.8 21.9 65.0 13.1 60 ACS - Great American Smoke-out 1 0.3 55. 0.2 100.0 61 Additives/Ingredients 3 0.8 251 0.9 66.7 33.3 62 Adults'/Teachers' Setting Bad Examples 63 Anti-Smoking Education 10 34 2.7 623 2.3 9'.2 2611 9'.8 8.8 50.0 76.5 50.0 14 7 64 Dating & Smoking 0 . 65 Doctors Setting Bad~Examples- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report omETS 9 2.4 331 1.2 22.2 66.7 11.1 66 ETS (Environmental Tobacco Smoke) 86 23.4 6530 24.5 17.4 81.4 1.2 67 Lung Cancer & Other Diseases 99 26.9 6923 26.0 12.1 83.8 4.0 69 Nicotine Addiction 65 17.7 5116 19.2 9.2 80.0 10.8 70 Pregnant Women/Unborn Chi'ldren 21 5.7 1223 4.6 9.5 90.5 71 Quitting Smoking 68 18.5 3974 14.9 11.8 80.9 7.4 72 Radioactivity in Cigarettes 1 0.3 36 0.1 100.0 73 Regulation of Tobacco as a Drug 1 0.3 104 0.4 100.0 74 Risks of Quitting Smoking 1 0.3 9 0.01 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 4 1.1 579 2.2 25.0 75.0 77 Smoking & Blacks 1 0.3 60 0.2 100.0 78 Smoking & Children 31 8.4 2608 9.8 6.5 90.3 3.2 79 Smoking & Productivity (Absenteeism) 7 1.9 362 1.4 28'.6 71~.4 93 Smoking and Minorities 0 68 Social Costs Due to Smoking 27 7.3 1851 7.0 7.4 88.9' 3.7 80 Social Ramifications of Tobacco Use 35 9.5 2743' 10.3 11.4 77.1 11.4 81 Surgeon General Koop's May 16th Report on Addiction 0 c 107 Varela Study 0 ~ 83 Women and Smoking 8 2.2 540 2.0 100.0 ~ CD Message Total 512 38.9 (Pct. of Msgs). r Category Total 262 71.2 18435, 69.3 14.1 78.2 ~ 7.6 W to

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION XI C A R M A. Page 6 COUNT o OF % OF REG IMPs REG COUNT (000) IMPs % FAVO % R UN',FAV % NEUTRAL TAXES 84 Deficit Reduction 1 0.3 16 0.1 100.0 119 Diminishing Returns (Higher Taxes 1 0.3 24 0.1 1001.0 Resulting in Lower Revenue) 85 Earmarkiing for Health Care/Education 15 41.1 1299 4.9 6.7 80.0 13.3 86 GenerallExcise Tax Increase/Decrease 50 13.6 3592 13.5 30.0 54..0 16.0 87 General! Tax Increase 1 0.3 104 0.4 100.0 118 Regressiivity of Excise Taxes 0 88 Use/Distribution of Revenue 13' 3.5 437 1.6 7.7 46.2 46.2 from Cigarette Taxes Message Total 81 6.2 (Pct. of Msgs) Category Total 55 14.9 3840 14.4 27.3 52.7 20.0 TOBACCGEDUCATION/HEALTH PROTECTION 99 Tobacco Education/Health Protection ACT Act 0 Kennedy Bi!l l ) Messa T t l ge o a 0 Category Total 0 TOBACCO LEAF 89 General Leaf Information 0 90 Import Restrictions 0 91 Price Support Programs 1' 0.3 15 0.1 100.0 92 Subsidies to Farmers 11'1 3.0 431 1.6 9.1 90.9 Message Total 12 0.9 (Pct. of Msgs) Category Total 12 3.3 446 1.7 8.3 91.7 YOUTH 115 Ad'd'iction 25 6.8 1992 7.5 92.0 8.0 123 Decreased Consumption among Youth 0 Smokers 117 Decreased Incidence of Youth Smokers 2 0.5 115 0.4 100.0 124 Increased Consumption among Youth 1 0.3' 9 0.0 100.0 Smokers 116 Increased Incidence of Youth Smokers 7 1.9 750 2.8 100.0 82 Teenagers and Smoking 81 22.0~ 7117 26.7 7.4 72.8 C 19.8 114 Tobacco~U'se as Gateway to Drugs 3 0~.8 345 1.3 100.& N Narcotics) W Message Total 119 9.& (',Pct. of Msgs) W N Category Totat 91 24.7 8004 30.1 6.6 75.8 q 17.6 01 ~ 0

C A R M A PHILIP MORRIS, USA. January 1991 - December 1991 ISSUES:REGION XI Page 7 a OF o OF REG IMPs REG % 0 % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 1,315

C A R M A PHILIP MORRIS, USA J'anuary 1991 - December 1991 PRO-ARGUMENTS:REGION XI Page 8 % OF o OF COUNT REG MSGS IMPs (000) REG IMPs o % FAVOR UNFAV o NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere to strict code of not giving free samples to people under 21. Sampl'iing bans are unconstitutionaI and~violate First Amendment. Message Totall 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 1'ist 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 indoor air quality. The so-called dangers to non-smokers have not been proved. Nothing.more can be added to this debate. 01 0 2 6.5 120 100.01 2 6.5 124 100.0 4 12.9 0 0 0 0 ~ 7 22'.6 378 100.0 Q N GJ M+ G~!

PHILIP MORRIS, USA. January 1991 - December 1991 PRO-ARGUMENTS:REGION XI 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 C A R M A Page 9' COUNT % UF o UF REG IMPs REG % MSGS (00~0) IMPs FAVOR % %. UNFAV NEUTRAL 7 22.6 0 0 0 0 0 0 0 0 0 0 ~. ~ W. 0 W ~ 0 ~ W

PHILIP' MORRIS, USA January 1991 - December 1991 PRO'-ARGUMENTS:REGION XI the only crop in the U.S. to run a surplius. 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 C A R N A Page 10 %OF REG aOF IMPs REG % % % COUNT MSGS (0001) IMPs FAVOR UNFAVN'EUTRAL 0 0 3 9.7 196 100.0 3 9.7 4 12.9 192 50.0 50.0 4 12.9 0 0 4 12.9 173 75.0 25.0 5 16.1 373 80.0 20.0 h . G N W CD 9 29.0 ~ ~ ~ lob 0