Tobacco Documents Online

A rco i i 14tu1 ~1 FDA TRADE MEDIA PLAN &JUA ON N LYSIS• The FDA regulations and President Clinton's endorsement of them have received considerable media coverage in the mainstream press. The majority of this coverage has focused on placing misguided blame on the tobacco industry for youth smoking -- not on the economic and social costs involved with these wide-sweeping regulations. As a result, most Americans and our pariners in the business community, are unfamiliar with the broad ranging effects, let alone specifics, of the regulations. Similarly, the industry's poirit-of-view and proactive efforts to curb youth access have either been absent from covc-rage or appeared as brief mentions in news stories. OS.iRCTIVFS: • Educate key allies and directly deliver messages to those potentially affected by the regulations so that they take action. • Effectively use the trade press to report on the economic impact of the regulations on their readership -- those who's livelihood would be affected immediately. • Indirectly reach mainstream media (through published stories in trade press) with key messages in an effort to keep the general public informed and generate more balanced news stories. • Demonstrate with tangible evidence that the FDA regulatory plan is a "bigger deal than people think" because it affects so many groups beyond the tobacco industry. UADE MEDIA: • Sports/Entertainment • Advertising/Niarketing/Promotion • Agriculture • RetaiUWholesale/Grocery 1

, rco lo tio rn:l 14;U1 • February - June 1996 • Beyond June TBD nBATFC=y CONTIN,TM: Partner with affected third-party groups and utilize appropriate trade media to provide a foruut for favorable perspectives on FDA regulation. Media opportunities have been created in each of the categories outlined below to generate maximum exposure. The process is continuous Solieit/Enlist; Work with all appropriate Philip Morris USA personnel to identify potential allies and gauge their interest in vocalizing their opposition and taking action against FDA regulation. (Key vendors such as those included in "Straight Talk" meetings may provide a sound group for entree to the various organizations or businesses they represent) Bujld Relati.onshins: Establish media credibility among third-party industry groups. Position Philip Morris and the tobacco industry as business partners coneerned with their ability to do business in a restrictive marketplace and offer M as a resource for information and advice on how to fight back. Generate a steady stream of favorable media coverage across'a 'Mr ted spectrum of trade press outlets that draws attention to the economic and s'al impaet of the FDA regulation on the industry's allied business partners. obilization activities serve as news hooks. Provide potential third-party spokespersons with information, research and training to enhance their 'ability to communicate key messages to trade medi& Publicize: Obtain media coverage of third-party mobilization activities through traditional PR means and newly created "vxrtual" experiences. D(ere and'. e: Provide news clips to congressional members, key opinion leaders and constituencies, VIPs and other interested parties. politic y Acth' v t~e: Through those allied business partners and their respective trade media outlets, encourage readers, organizational members and fans to take action in the form of letters or other means of communication to Congress in a way that demonstrates the broad-based irnplications of the regulation upon numerous and varied elements on American industry and society. 2 . 11

rcn lo uo rKl 14;utS ADVERTISING/i.Z ARiKETXNGlPROMOTION 1. SOLICI'I'IENLIST ALLIES FOR MEDIA WORK A) Interaal--Enlist organizations which have current relationships with PM and/or have already submitted commentary to FDA to gauge their interest in becoming more vocal in opposition to the FDA regulations. Those groups will then be folded into the activities below. B) External--New tl*d party organizations, and spokespersons from the advertising/marketing arena industries that will be impacted by FDA regulation also need to be identified. Where necessary, appropriate training will need to be conducted and tools will need to be developed to initiate and drive trade media interest. The following information needs to be gathered about the potential allies: •:Level to which regulations affects their industry •;Level of understanding on the issues/regulations • Level of credibility • Availability of appropriate organization/coalition spokesperson • Willingness to participate • 'Experience with media Spokes-organizations include: Aye 'si g Groups Advertising Research Foundation Amcxican Council of Highway Advertisers Business/Professional Advertising Association Mai)l Advertising Service Asso. International Outdoor Advertising Association of America MW•keti L1ic Relations (,roUns American Mail-order Association Public Relations Society of America Women in Advertising and Marketing American Advertising Federation Association of National Advertisers Iat. Advertising Association National Advertising Sales Assoc. Point-of-Putchase Advertising Inst. Magazine Publishers of America American Association of Ad Agencies American Marketing Association Direct Marketing Association In eiddition to those noted above, we can utilize state advertising clubs and state association chapters. Also, the PM supplier network offers a multitude of spokespeople who can be enlisted for support 3

" rr.o lo uO rlSl 14iUU Efforts also need to be made to -research and identify additional credible voices from following areas: • Advertising/Marketing professors • Experts on economic impact in the industry (Barents & AEG) • Wall Street analysts • Social historians ' • Behavior modification expert • First Amendment scholars • Association and coalition executives . .... , II. BUILDIlNG RELATIONSffiPS WrTH ALLIES & ESTABLISHI<NG MEDIA CREIyIBII1TY , Once the ally organizations ha.ve been identified andtheir propensity for involvement has been ascertained, Philip Morris will need to work with the groups to determine what partnering opportunities exist to publicly oppose the FDA regulations. Two ways in which to internally educated these groups and to then merchandise externally to the media are detailed below. A) Research ~ In addition to being an obvious publicity generator, research that demonstrates the real or possible economic impact on the advertising/marketing industry is immensely helpfiil in moving our messages forward. It also provides a good mechanism with which to partner with ally groups. The new Barents research can be merchandised with advertising/marketing trade media and, in some cases, general media as well. In addition, new data from Barents and AEG also will make big trade news. • Economic effect of the FDA regs on the advertising sector could be between $712 million and $2.138 billion per year. • If possible, break the above numbers out into ancillary industries such as agency, promotions, printing, etc. • AEG study regarding job losses associated with the above reductions • Effects on dependent vendor industries, suppliers of raw materials, etc. • Slippery slope-the effect of similar regs on other politically incorrect industries besides tobacco such as alcohol, beef, etc. • Other information from the Barents research regarding costs to consumers and retail businesses also can be merchandised to the advertising and marketing trade audiences. 4

. 1 L.u lu .7u r151 1~l-UiJ B) White Papers Utilize industry experts or the organizations themselves to produce white papers on subjects pertinent to the FDA debate. The papers themselves can be submitted to advertising/marketing professional journals, such as Agency or The Advertiser, for publication and distributed within the industry for educational purposes as well as within the Washington beltway. Topics can include: • Topic: FDA Regs Removal of Brand Differentiation and the Societal Implications in America. Paper to explore how the FDA regs lead to the elimination of brand differentiation in the tobacco industry. The far reaching effects this can have one industry and the frightful precedent it could set for other industries. With the loss of product branding, this country's marketing efforts become null and void. The result closely resembles a socialistic economy. • Topic: The FDA Regulations' Effect on Youth Behavior. Paper to be researched and written by a behavior modification expert (often used in the ad business). It will explore how, if at all, the FDA regs can change youth behavior. Conventional wisdom believes that youth are motivated by other things beyond advertising or promotions. And it is believed that FDA's regs are not behavior modification steps. Therefore, they won't work and the "problem" still won't have a solution. Addressing access makes more sense. . Topic: FDA's Infringement on the First Amendment. Paper to address how the regulations are in violation of the first amendment and the long lasting effects of such a step. III EDUCATE & MOBILIZE TO CREATE NEWS The following efforts have been designed to create a steady stream of favorable media coverage that can be read by members of the advertising/marketing industry and also dra ws attention to the economic and societal impact of the proposed FDA regulations. A) The "Virtual" FDA Regulated Store It may be difficult, in some respects, for the adverfising/marketing/promotions trade media to get there arms around the far reaching implications of the FDA ueguTfions on their industry. Therefore, finding a way to actively demonstrate what could happen to this industry becomes extremely important. Fortunately CD ROM technology can help us to do just that. The press is very computcr savvy- deriving most of its background materials from computer libraries, for example. 5

. rGD 1oJo rm 14; lu So this technology will suite our needs perfectly. Though it has been designed for the retail trade media specifically, the idea has merit within. the advertising and marketing industry as well. The proposed "virtual" FDA regulated store, is a high-end interactive computer experience where the program user can "walk" into a convenience store and learn all about the economic implications of FDA regulation by clicking on various items on display or for sale. All of the industries that are being targeted will be able to find information in this store. Advertising and marketing reporters will be able to click on maga7ine racks, posters and p-o-p displays to obtain information pertaining to their industry. (see attached addendum for details) This technology provides a comprehensive and exciting way to educate media and others about the economic effects of the FDA regs. It also provides a fabulous trigger to obtain media coverage. The technology alone will gain attention. A media tour would be conducted with top trade media to walk them through the store and the ROM disc would be sent to other media. B) Trade Shows/Conventions/ Events 1. enera = ubl;citv Between now and June, there are a number of existing trade shows/conventions/events which are sponsored by the advertising and related industries. Once the agendas are identified, some of the tactics listed below should be customized to reach each targeted sub-advertising industry audience. The publicity can be merchandised within the trade media, but opportunities to merchandise into mainstream media should be consistently explored. For example: • Piggy back on media covering the events with FDA messages • Distribute press kits in press room at trade shows and conferences • Make third party spokespersons available to the media • Schedule PM representatives to speak to officers or boards of the organizing trade group during the event • Set up a computer at trade show booths to demonstrate the virtual experience • Conduct Roundtable (partner with media outlet) • Initiate or publicize poll/surveys • Distribute hats, buttons and banners with "No FDA Censorship" similar to the successful American Farm Bureau initiative • Create opportunities for advertising/marketing industry to raise its voice via petition signing and congressional e-mails. Publicize each. Examples of events would include: garclr ~ " P-o-P Adv.Inst.: Annual mtg. March 14 AAF: Government Affairs Conference Apri124-26 AAAA: Annual mtg. April 27-30 PLai: Legislative Conference June 24-27, DMACC: Catalog Conference Day 6

. ftti-lb-ab ~tc1 14:11 2. Ro dtab es: Meetings and trade shows provide an excellent time for conducting industry roundtable discussions. All of the key industry players are usually in attendance and can take part. We would look for trade publications, such as Ad Age, to sponsor and report on the roundtable. We can then reprint and merchandise the resulting news story. Previously identified allies and spokespersons would participate in and/or chair the roundtable discussions. Recommended topics would include those proposed for white papers. Periodically, trade publications also sponsor proprietary roundtable meetings which can be used to present the key messages o£the trade program. C) Advertising 1. Trade ads: A trade advertising campaign is another tried and true way to generate ptiiblicity. It also serves as an educational devise. The vertical trade ads being created by Arnold Finnigan Martin can serve as an initial platform to generate publicity. 2. Mock ads: To educate advertising/marketing reporters, mock ads can be created to demonstrate what will happcn to tobacco advertising under the FDA regs. (Advertising that accounts for a large part of the economic vitality of this industry) First, an ad mock up would be created that visually depicts present day tobacco advertising. Using an acetate overlay, a "before and after" experience would be created. For example, a trade pub that reaches the outdoor industry would have an ad featuring a current billboard and the acetate overlay would have the billboard under FDA regs-black and white, brand defunct. Xn all, the effort would demonstrate the extremism of the FDA regs. These ads could be sponsored by PM or by a third party advertising association. D) Speaker Opportunities Make PM and third party spokespersons available for existing speaking opportunities. For instance, at chambers of commerce, restaurant association meetings, or professional group meetings, a PM or other spokesperson would discuss the FDA regulations and their potential impact on the group. Each group would be encouraged to draft and release a"formal°' resolution in opposition to the FDA regulations. A 7

, rcts 1o-un rK1 14;1! IV. PUBLICIZE PROPOSED ACTIVITIES A. General Traditional methods will be used to obtain coverage in all the advertising, marketing and promotional trade publications. Pqte_n_ti l Pt.iblicato s Advertising Age Ad Business Report Adweek The Advertiser Ad News Outdoor Advertising Magazine Brandweek Promo American Advertising Inside Media DM News Marketing News • Spokespersons, research and polls will all be used to place stories in the trades. • PM representatives and other industry experts should meet with advertising/marketing publications which have editorial boards or columnists, and discuss our perspectives. The following story angles will be addressed by all appropriate spokespersons and pitched with the release of any research or poll: • Economic impact: More industries are involved than you think • Branding: Elimination across industry lines • Self-Regulation: Retail industry as a successful model, "We Card;" enforcement of laws at the state level-complying with HHS regulations • Censorship: First Amendment rights • Government regulation: Interfering in American's lives l choices - FDA Regulation: The wrong approach, it won't work (prohibition) - Slippery Slope: "Who's Next?" - Advertising and Youth Smoking: Is there really any connection? B. Public Opinion Polls In addition to polls which already have been conducted, new industry specific polls will help to highlight opinion in the communications industry as well as provide the news hooks we are after. Polls can be conducted in conjunction with the identified industry ally groups or as exit surveys at industry events. Some possible questions include: • Do.you think it is fair or warranted that the FDA severely restrict the language aud graphics permitted in advertising? • Would severely restricting language and graphics in advertising lead to deterioration of brand differentiation? . 8

hLB-ib-ft rxi 14.12 r.iu • Would you favor or oppose government regulation of tobacco advertising and/or event sponsorship? • How important is corporate sponsorship of events in the marketing mix? C. Mat Releases Prepare camera and print ready materials for mass distribution to advertising/marketing/promotion trade publications. Materials would include: • Political cartoons( i.e..., The creative team in an agency are sitting around the table deciding on a new caMpaign, and determining the creative significance of doing white on black or black on white?" ) • Feature on politically active outdoor business person • Positive articles on the WE CARD program • Poll and survey results • Article on the woes of the outdoor industry, an entertai.nment promoter, a printer. D. Direct Mail Since this effort is specifically designed for the trades, mock up a People or Sports Illustrated magazine to show how the consumer magazines would look "after FDA regulation." All tobacco ads would follow the stark black and white look described earlier. The ads would be few, and tombstone only. Using the slippery slope angle, all other politically incorrect industry ads, such as beer, would be altered as well. The articles and editorials in the publication would illuminate the issue in detail with by lines as well as predictions for the industry. This mocked up publication would be sent to advertising/marketing trade press contacts, pundits, in#luencers, and heads of organizations in order to give them another virtual experience of what will occur under the FDA regs. A second mailing could be considered to target actual readers of the trades if deemed necessary. V MERCHANDISE All of the news clips that are generated as a result of the above activities will be merchandised and distributed to congressional members, key opinion leaders and constituencies, VIPs and other interested parties. Individual clips also need to be collected in one central area and distributed to those mentioned above. 9

a..u lu uu rrL1 14l1c A system to effectively monitor news coverage will be developed. Issues of media fairness, i.e., bias, misinformation and mis-quotes, will be analyzed to best determine where to respond with LTE's, Op-eds, editorial board briefings or other appropriate actions. VI POLITICALLY ACTIVATE AND START CONTINUUM AGAIN At this point, the advertising/marketing audience hopefully is primed for any new mobilization effbrts. Depending on FDA activity and movement of the regulation or new legislation through the process, we would expect to have input from WRO as to appropriate mobilization activities. It for example, a direct mail mobilization program is encouraged, we should be able to obtain subscriber lists from trade press that we have been working with and membership lists from ally organizations to enhance the universe we mail to. The strategy of building relationships, educating, publicizing and merchandising is a process which will continue throughout the overall trade campaign. 10