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Appendix G ETS MARKETING CLEARING THE A R: MARKETING PLAN FOR TEST MARKET I. SITUATION ANALYSIS A tremendous amount of information, scientific and otherwise, exists which supports our views on the ETS question. The big challenge remains to market this information to a broader public. Last year PMI sponsored the publication of "Clearing the Air," a collection of essays on the various aspects around which the ETS debate is focused. In addition to distribution of the book itself, the book is a vehicle by which a balanced perspective on the ETS issue can be marketed to the general public. As a preliminary step, the proposed merchandising programme will be undertaken on a test market basis to determine which approaches and messages are most successful in delivering information and what represents the best alternatives for raising public awareness of the real facts on ETC. Canada, subject to the agreement of the local affiliate, has been selected as the site of the test market because: a. It is an English speaking market (printing in other languages is not yet complete), b. the U.K. publisher has a branch in Canada, c. the environment is extremely hostile and as such there is really no chance that we can exacerbate things and d. a hostile environment ensures a rigorous test of the programme, e. the proximity and access ensure the programme can be . implemented quickly. II. TARGET AUDIENCES o Adult members of the general public--both smokers and non-smokers, o The business community, o Elected government officials and policy makers, o The media.

III. OBJECTIVES -2- .o Create a level of awareness/concern about the growing government reliance on prohibitory smoking in public places legislation to mask the issues of poor indoor air quality. o On a test market basis, combat the generally prevailing public view that ETS is the major contributor to poor air quality and dispel myths and misinformation on ETS. o Quantify, through pre and post-campaign research, the public level of awareness and attitudes towards the ETS issue. o Test the effectiveness of communications vehicles in delivering the ETS messages. o Adjust and/or modify before packaging for use elsewhere in PMI. IV. }STRATEGIES o Use the book, "Clearing the Air", as a vehicle to initiate media coverage of the ETS issue from our perspective. o Use selective paid advertising promoting the book to establish a base of public awareness about the issue. o Identify and mobilize third party spokespeople to sponsor the information campaign and generate media coverage about selected aspects of the issues associated with ETS. o Conduct public/media relations activities in a single Canadian city to verify the effectiveness of various approaches and messages. V. KEY MESSAGES o "Sick buildings" are a reality and should be of concern to all of us. o ETS is not a major contributor to poor, indoor air quality. o Legislative restrictions of smoking in the work place do not resolve the significant problems associated with poor, indoor air quality and should not be seen as a resolution to the problem.

-3 - o The real facts on ETS are often obscured in the emotionalism of the anti-smoking debate. o Managers/owners of businesses (restaurants, work place) should be concerned about the intrusion legislative initiatives represent into their right to manage their companies. o Reasonable people can work out resolutions to their smoking and non-smoking needs in the work place--they don't need government to do this for them. o Legislative initiatives are inconsistent with the spirit of democratic tradition. VI. TEST MARKE SELECTION The City of Winnipeg has been selected for the following reasons: o With a population of approximately 600,000 people, Winnipeg provides us with a suitable demographic mix and size to conduct a campaign which can be assessed as a representative sample of the country. o Owing to its geographic location, it is possible to "isolate" media coverage in the Winnipeg market. , o No previous information campaign or ETS related initiative has been conducted in the area. o The city has a relatively large scientific and academic community with two universities and is the regional home of the National Research Council. o The city has a substantial number of Federal government employees and recently designated non-smoking work places. o Costs are relatively low when compared with other markets both inside and outside Canada. VII. CAMPAIGN DURATION AND TIMING The campaign will be staged over a three to four week period. This will allow us to maintain paid and non-paid media coverage throughout the campaign and give us a sufficient base of activity to conduct pre and post-campaign research. It is anticipated that sponsor and spokesperson recruitment, selection and training could be finalized within a four to six 2501a45227

-4- week period. Depending on spokesperson availability and the length of time it takes to solidify campaign sponsors and spokespeople, we are looking at a campaign launch in mid to late March. VIII. TACTICS A. public Awareness and Attitude Research Study A pre and post-campaign effectiveness survey conducted in the Winnipeg area immediately before and after the programme. It will measure the visibility of the indoor air quality issue and attitudes toward it and ETS prior to our activities and then, again, after our activities to determine the extent of change. B. C~..mpaiqn Sponsor and Spo esperson Selection A Canadian, preferably from Winnipeg, needs to be selected for the proposed campaign activities. A Winnipeg-based private engineering firm that specializes in indoor ventilation has already been identified as a possible, suitable sponsor. The objective is to identify a sponsor who could facilitate an air quality control test of selected buildings in the Winnipeg area. Such a test would be used as part of the media hook for interview opportunities. Additional Canadian-based spokespeople with specialization in areas such as legal and/or civil liberties aspects of the debate need to be pursued to ensure that we achieve our objective of testing the public perceptivity to various message elements of the ETS issue. Once a Canadian sponsor and/or spokespeople have been identified, contributors to the book need to be selected for use in the campaign. C. Paid Advertising Advertisements designed to create a level of public awareness about the ETS issue and to promote "Clearing the Air" through a book order offer. Advertisements will be used as a vehicle to test public awareness in the pre and post-campaign research. Research respondents will be asked if they recall the message. Promotion of the book provides a specific vehicle to test against. Z501045220

-5- A preliminary evaluation suggests that print advertising, which includes a book offer, should be the primary advertising medium. Some modification to the existing advertisements is felt necessary to position the key messages more aggressively. It is also intended to pursue the possibility of radio in the advertising mix to deliver message frequency during the relatively short campaign mix. The focus of the radio messages would be as per the print ads. D. "Clearincrthe Air" Book Review A freelance book reviewer will be obtained (scientist, doctor, engineer) to prepare a review of the book. Opportunities to place the review will be sought in local papers, radio programmes, and Chamber of Commerce, trade and university engineering publications. E. Speaking opportunitie$ Develop speaking opportunities for local spokespeople and contributors to book through the local Board of Trade, personnel associations, Chamber of Commerce, engineering associations, etc. F. ETS Public Form. We want to pursue the feasibility of a public information session which would be organized and hosted by the local sponsor of the campaign. This would be designed to present an overview of the various issues of ETS. It would include a panel of spokespeople (contributors to the book, if available). Invitations to attend would include key influencers in the civic and municipal governments, business community, etc. G. Media Tour Media interviews will be organized for our spokesperson(s) to position the views presented in "Clearing the Air" and, while the book will not be "pitched" as the focus of interviews, it will be used as supportive material with media people. If local building test(s) can be done, this would form another story focus. Media opportunities to be pursued include local newspaper, television and open line interviews. 2501045229

-6- H. Spokesperson Training What is envisioned is that media and issues training will be required for all spokespeople who participate in a two day session consisting of message development, mock interviews and interview techniques. I. Final Report A final report, including full media monitoring, analysis of research results and recommendations for implementation in other markets would be produced by May 15, 1989. IX. TIME LINE AND COSTS A. Time Line Feb 5, 1989 Programme Approval Mar 25, 1989 Pre-launch Research Apr 1, 1989 Campaign Launch Apr 30, 1989 Campaign Close and Post-Launch R h May 30, 1989 esearc Submission of Report, Campaign Results, Research Analysis and Recommendations for Implementation in Other Markets B. Estimated Costs $125,000-$150,000 i