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Stage 3: Advertising Objective Deliver messages that will better inform the public about the people, products, and principles of Philip Morris. Audience • General Adult Population - Opinion Leaders, Suburban Parents, Generation X Components • Agency Selection • Creative Strategy • Research Results • Execution • Media Plan • PR Plan 8o£9£ZBLOZ 21

V0£9£Z8LOZ Brand Impact 17

Stage 4: Evaluation Objective To track and measure shifts in awareness, attitudes, and opinions about PM over time and to continually evaluate effectiveness of the mix of programs, messages, and communications tactics in support of creating a more favorable perception of Philip Morris. Methodology • Tracking Study • Qualitative • Quantitative • Media Scan 66£9£Z8LOZ 24

Stage 2: Demonstration Obj ective Demonstrate the Company's commitment to meeting the public's expectations of us...to be more opcn and accessible, to take action on tobacco issues, and to enhance our position in the communitics where we live and work. Strategv Phase One Market plan designed to establish a dialogue and provide key audiences tangible proof of our commitment to being a responsible manufacturer as well as a responsible corporate citizen. • Denver, CO • Columbus, OH • Nashville, TN • Portland, ME (control) Audiences • General Public - Opinion Leaders (Political, Financial, Community) - Suburban Parents - Generation X 90£9£Z8L0Z 19

Awareness -- Part of Philip Morris Marlboro Cigarettes Kraft Foods Miller Beer Maxwell House Coffee Post Cereals Oscar Mayer Jell-O 0% 20n/a  Yes is Part of 40%  No is Not Part of 60n/n 80n/n 0 Unsure/Don't Know Study conducled 1/99, 1,200n (200n per brand) 100% Now H2uiking speciHcall_e abont one of those companies, Philip <vlorris._ The tollowing is a list of nther conrpanlos and Products, some arc parl ol PhiliP Morris and some are not hartol PhlliP Morris..Ylease tell me whether N uu think each coml>anF or pmducl is or Is not a P:vt otl'lriliP Murris ur if yuu dun't kuow or unsure. y.26-27) - 7 ti6Z9£Z8LOZ

Awareness -- Part of Philip Morris (p. 2) Camel Cigarettes Seagrams Quaker Oats Sara Lee Kelloggs 0% 20°/u  Yes is Part of 40%  No is Not Part of 60% 80% 11 Unsure/Don't Know Study conducted 1/99, 1,200n (200n per brand) 100% Nor, thinkuig speciPc:dle abou I one nl those companies, Philip Mnrris.. The following is a list of othei (ompanics and products, some arc part uf Philip Morus :uidsome are notpartof Philip Morris__ Pleasee tell me whether pou think each company or product is or is not a part of Philip Morris or if you don't know or unsure q- 2fi-37) 8 S6Z9£Z9LOZ

Stage 3: Advertising Strategv Why the Advertising will be effective... • Stay steadfast • Start • Educate & infonn • Reinforces what they • But not worse compartmentalization •"Sounds like a good already believe „ compan y w9£ZBLOZ

Perception Index (p. 2) Makes some products I like to use Does more than it is required to do Means 4.8 4.7 4.4 Is socially responsible Is concerned about the environment Is honest Is ethical Represents values I believe in Is a place where I'd like to work 0% 20'%, 40°/ 60"/, 80"b, I  Very Descriptive (9-7) 0 Somewhat Descriptive (64)  Not Descriptive (3-1) o Don't Kno Study conducted 5/98,1,600n 100"/0 4.4 4.3 4.2 3.9 3.6 L6Z9£ZBLOZ 10

Pre-, Post- and Push-Back Ballots 80 °/a o 60 0 o/ 6 40 o/ 6 20 0 63% 42% 43% 43% 31% 29% 26% 15% 11% Favorable Unfavorable Don't Know Favorable Unfavorable Don't Know Favorable Unfavorable Don't Knoti Pre-Messages Post-Messages Push Back Study conducted 5/98, 7,600n 14 60£9£Z8LOZ

Stage 3: Advertising Strategy What the Advertising has to do... • Fight Fire With Fire - We have to connect emotionally to people, because the issue is emotional • Focus on the Present/Future in a Positive Way An acknowledgment or apology about the past doesn't help us with most people • Deliver Multiple Messages - There is no one "silver bullet" a Two Types of Messages are Needed... • Positive Tobacco Messages (We Card support, Accommodation) - For some, we have no permission to talk about anything else until/unless we talk about what we're doing here • Positive Non-Tobacco Messages (Hunger Relief, Domestic Violence, Disaster Relief, Arts, Employee Volunteerism) - For most, these are the messages that allow them to compartmentalize and see the many dimensions of I'M 60£9EZ8LOZ 22