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SIX CITY GREAT AMERICAN SMOKER SURVEY The Great American Smoker survey was conducted on November 21 through 23, 1986, in the cities of Chicago, Detroit, New York, Richmond, St. Louis, and Seattle. Half of the participants were randomly contacted smokers; the other half were drawn from the mailing list for the Great American Smoker Kit, a promotion sponsored by Philip Morris in response to the nationwide Great American Smokeout campaign. A total of 906 questionnaires were completed and analysed.

GREAT AMERICAN SMOKEOUT Awareness of the annual Great American Smokeout campaign is quite high among both smokers and kit recipients: 88% and 94%, respectively. Awareness is lowest among the younger respondents (82% of the 21 to 29 year olds are aware) and slightly higher among white collar workers than their blue collar counterparts (93% to 88%). Awareness also appears to increase with household income, with 97% of the highest income group ($50,000 gross income and up) aware, compared to 86% of the lowest group (under $15,000). Forty-four percent (44%) of those that are aware of the Smokeout are neutral towards the event or have no opinion, while 37% are favorable and 9% unfavorable. New York is the only city of the six where a majority say that their opinion is favorable (51%). Overall, twice as many kit recipients (12%) were unfavorable compared to the random smoker sample (6%). Favorability peaks among the middle-aged (40-49), white collar employees (43%), and the highest income households (51%). Conversely, the unfavorable opinions increase among the older age groups (13% of the 50-64 year olds, 17% of those 65 and older). Respondents in Richmond also displayed an above average percentage of those with an unfavorable opinion of the Smokeout (15% compared to 9% overall), quite understandably given the city's economic interest in tobacco processing.

TABLE 1 AWARENESS AND OPINIONS OF GREAT AMERICAN SMOKEOUT BY: DEMOGRAPHIC SUBGROUPS Aware of Smokeout Opinion of Smokeout Yes No Fav Neutral/No Unfav Opinion N A TOTAL: 91 9 37 9 45 9 CITY: New York 89 11 51 6 32 11 St. Loui s 90 10 31 9 50 10 Richmond 92 8 36 15 41 8 Seattle 95 5 34 11 50 5 Chicago 94 6 36 8 50 6 Detroit 85 14 34 5 46 15 SAMPLE: Random S moker 88 12 39 6 42 12 Contact Samp3e 94 6 35 12 47 6 RACE: Black 83 16 36 8 39 17 White 94 6 37 10 47 6 SEX: Male 90 10 38 8 44 10 Female 92 8 37 10 45 8 AGE: 21 - 29 82 18 32 4 45 18 30 - 39 94 6 41 6 47 6 40 - 49 93 6 46 7 40 7 50 - 64 94 6 34 13 47 6 65+ 91 9 34 17 40 9

TABLE 1 (continued) AWARENESS AND OPINIONS OF GREAT AMERICAN SMOKEOUT BY: DEMOGRAPHIC SUBGROUPS Aware of Smokeout Opinion of Smokeout Neutral/No Yes No Fav Unfav Opinion N/A OCCUPATION: White Collar 93 7 43 7 43 7 Blue Collar 88 12 34 10 44 12 Other Employed 86 14 32 5 49 14 Retired 91 9 34 16 42 9 Homemaker 94 6 34 8 51 6 HOUSEHOLD INC Under OME: $15,000 86 14 30 12 43 14 $15,000 - 29,999 90 10 37 9 44 10 $30,000 - 49,999 95 5 40 6 49 5 $50,000 + 97 3 51 8 38 3

AWARENESS OF GREAT AMERICAN SMOKERS PROGRAM RANDOM SMOKER SAMPLE Upon hearing a description of the Philip Morris Great American Smoker program, nearly half (49%) recalled having heard about the program previously. Awareness was highest in Richmond (60%), St. Louis (57%), and Detroit (53%), and significantly lower in Seattle (32%). Blacks were slightly more likely to recall the program than whites (54% to 4796). Awareness also increased drastically with age, with only 36% of those in their twenties demonstrating awareness, increasing to 72% of those age 65 and above. This might be related to local television news coverage -- the elderly make up a disproportionate segment of the local news viewing audience. Thus, 56% of the those that claim to be aware of the program say that they heard about the program on TV, but 79% of the over 65 year olds say that TV was their source (the elderly also mentioned the newspaper more frequently than the average, 41% compared to 26%). After TV and the newspaper, 20% of those that are aware of the Great American Smoker campaign mentioned the radio, 8% said they heard about the program from a friend, source.1 and 10% mentioned some other tv 4 ~ 1 Multiple responses were accepted; percentages do not 0 add to 100%. OZ ~

TABLE 2 RANDOM SMOKER SAMPLE AWARENESS AND OPINIONS OF PM GREAT AMERICAN SMOKER PROMOTION BY: DEMOGRAPHIC SUBGROUPS Aware of Smoker Progra Opinion of m Smoker Program Should Company Sponsor Next Year Yes No Good Idea Bad Idea No Opinion Yes No No Opinion TOTAL: 49 50 64 20 16 71 21 7 CITY: New York 43 57 63 22 15 69 25 5 St. Louis 57 43 74 16 10 80 17 4 Richmond 60 40 64 21 15 70 20 10 Seattle 32 68 55 25 21 61 27 12 Chicago 51 48 60 24 16 72 23 5 Detroit 53 45 71 11 17 75 17 8 RACE: Black 55 44 81 10 9 82 13 6 White 47 53 60 22 17 69 23 8 SEX: Male 52 47 61 20 18 70 22 8 Female 47 53 66 20 14 72 21 7 AGE: 21 - 29 36 64 82 10 8 82 15 2 30 - 39 50 50 59 27 14 65 28 6 40 - 49 51 48 63 21 16 73 23 4 50 - 64 53 47 63 18 19 70 20 10 65+ 72 28 54 22 24 68 18 14 OCCUPATION: White Collar 44 56 59 24 17 65 29 6 Blue Collar 48 52 68 21 12 69 23 8 t\7 0 Other Employed 52 48 67 18 15 76 17 6 ~ 0 Retired Homemaker 64 49 36 51 56 73 22 13 22 14 73 78 15 16 12 6 trt ~ W oo v

TABLE 2 (continued) RANDOM SMOKER SAMPLE AWARENESS AND OPINIONS OF PM GREAT AMERICAN SMOKER PROMOTION BY: DEMOGRAPHIC SUBGROUPS Aware of Opinion of Should Company Smoker Program Smoker Program Sponsor Next Year Good Bad No No Yes No Idea Idea Opinion Yes No Opinion HOUSEHOLD INCOME: Under $15,000 51 49 76 13 11 78 16 6 $15,000 - 29,999 44 55 67 18 15 75 19 6 $30,000 - 49,999 51 48 60 24 16 67 23 10 $50,000 + 56 44 51 32 17 58 34 8

TABLE 3 RANDOM SMOKER SAMPLE SOURCES OF PM GREAT AMERICAN SMOKEOUT AWARENESS AMONG THOSE WHO HAVE HEARD OF PROGRAM ~ Television 56~ Newspaper 26 Radio 20 Other 10 Friend 8 * Multiple response question; percentages may total more than 100%.

Among smokers, opinion of the Great American Smoker program was three to one favorable (64% said it was a "good idea," while 20% said it was a "bad idea") and 16% voiced no opinion. Favorability was highest in St. Louis (74% "good idea"), and Detroit (71%), and never dropped below a majority (a low of 55% in Seattle). Blacks were much more likely to react in a positive manner than were whites (81% to 60%). Other particularly favorable groups included those in their twenties (82%), blue collar workers (68%), and the lower income respondents (76% among those making $15,000 a year and less). When asked whether PM should continue the program next year, the popular sentiment was overwhelmingly "Yes" -- 71%, compared to 21% "No." All of the groups that were just mentioned as favoring the program were above average in supporting the continuation next year, but even a quarter (24%) of those that had just stated that they feel the program is a bad idea said that PM should still sponsor it next year, showing that the freedom of Philip Morris to present its point of view is still important to many of those that disagree with the campaign.

TABLE 4 "SHOULD THE TOBACCO COMPANY SPONSOR THIS PROGRAM AGAIN NEXT YEAR?" BY OPINION OF SMOKER PROGRAM Opinion of Smoker Program Good Idea No Opinion Bad Idea 9K ~ 9b Yes--sponsor again next year 90 52 24 No 6 _ 24 70 No opinion about sponsoring 4 24 6 next year