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DEFINITIONS In order to make each on-air test comparable with all other on- air tests, certain definitions have been followed. These definitions are outlined briefly below: Related Recall - Verbatims which are classified as related are correct play-backs of the test commercial. These may either be generally correct or specifically correct. A specifically correct verbatim contains elements of recall which can come only from the test com- mercial, since they have appeared in no other commercials. Generally correct verbatims contain elements which truly reflect things said or shown in the test commercial, although these things are not ex- clusive to the test commercial. , . I Unrelated Recall - Verbatims which are classified as unrelated fall into one of three groups. The most obvious group contains those which do not have any elements of any cigarette advertising in them. In some cases these can amount to nothing more than the respondent's statement that he remembers the brand name but nothing else. In other cases there may be non-descriptive mentions of the cigarette pack. The second group consists of only elements which are incorrect. These may be either generally incorrect or specifically incorrect. A specifically incorrect verbatim contains mentions of elements which are clearly from a commercial other than the test commercial. A generally incorrect verbatim consists of elements that cannot be associated with specific non-test brand advertising but which are certainly not valid renderings of the copy strategy for the test brand. An example of this latter case would be where the respon- dent says that a CAMEL commercial contained mention of "mildness". (Note that a reasonable amount of judgment is sonietimes necessary in these cases. If a respondent claimed that a CAMEL commercial made a claim for being "a man's cigarette", even though this was not mentioned, it could be argued that this is a justifiable inference because of the visual context.) The third group consists of verbatims which contain both gener- ally correct plus specifically incorrect elements. Here it is fairly clear that the respondent is confusing the test commercial with some other and has not, therefore, been able to give satisfactory evi- dence of having recalled the test commercial. Commercial Audience - The base on which percentages are computed must be the same in all on-air tests. Ideally, the base should be people who were present in the same room as the television set when the commercial was shown, i.e. the "commercial audience". The reason for using the same base for each test is to make all tests comparable and to present the results in a way that accurately reflects commun- ication efficiency. This goal is not achieved if the base is, for example, the number of people who say they saw the test commercial, because this in itself is a variable that depends on the ability of the commercial to be remembered; and since it will vary from test to test, the results of many tests cannot be compared. I

VERBATIMS The following section contains the verbatim responses given in answer to the questions that were asked to deter- mine what the respondent remembered about the test commer- cial. These verbatims are not edited. They appear exactly as they were spoken and, consequently, some are not gram- matically sound. , Information on the respondent's sex, age category and educational level and whether the respondent watched in black and white or color are given at the end of each ver- batim. The verbatims are in three categories, specifically related, generally related, and unrelated recall.

7 CAMEL "MAINE COAST" :60 ON-AIR TEST RetaZed Recatt-SpeciSic 1. A man said, "I'd walk a mile for a Camel."...A man walking a beach line, had on rubber boots and he came to a little store. He pointed out to the Camel cigarettes and bought a pack...He laid back on the rocks and crossed his legs, lighted a cigarette and said he'd walk a mile for a Camel. He had a hole in the sole of his boot...The Camel is a good tasting cigarette. Camels satisfy. Male--53--High School--B&W 2. The one when he walks a mile with a hole in his shoe and props his foot up and you could see the hole in the bottom. (The man). "I'd walk a mile for a Camel is shown by this man walking in the commercial."...The man was in a possible near East spot passing cliffs with waves beneath and he goes in a store for a pack of Camels and says, "I'd walk a mile for a Camel". The punch line from another voice was, "The rest of you guys better get going"...They show the package and a man opening it up for a cigarette..."I'd walk a mile for a Camel", and there was whistling too...Just that they are good, and to go to a little trouble for. Male--Not Asked 3. The fellow walking and he would walk a mile for a Camel. A man was way out in the desert or someplace and he was walking and whistling and he finally came to a shack or a little store and bought a pack of Camels and sat down and crossed his feet and he had a hole in his shoe, in his sole. He lit a Camel. That's all except he said that he would walk a mile for a Came1...I saw the little store and he was walking over these rocks way out in the wilderness. He walked into this little store and he came out and it showed a pack of Camels...Didn't say anything, he just walked and got his cigarettes and sat down and I guess it was announced - he wasn't shown - they said anybody would walk a mile for a Came1...The idea was to walk a mile for Camel, I guess. Female--54--High School-Color 4. A guy walks along the beach a mile for a Camel, he walks up mountains and then he stops at a store, buys some Camels, sits down and the rest of the guys go fishing...I saw water and land, a counter top, a hole in a shoe, a package of ciga- rettes, and a hand...You should smoke Camels, they are mild and they satisfy your taste. Male--34--High School--Color

CAMEL "MAINE COAST" :60 ON-AIR TEST Retated Recatt-Specijic ( contd. ) 5. I'd walk a mile for a Camel. He was walking on the sand. (This man). He had a hole in his shoe...The shoe sticking up and the holes. He was walking on the sand. He jumped over some rocks.. and went into a little store and bought a pack of Camels. He sat down and put his foot up and he had this hole in his shoe... I'd walk a mile for a Came1...That you'd walk'a mile for a Camel. " The announcer said that this message was for non-Camel smokers. Male--69--College--B&W 6. It was a man walking on the beach and it was advertising about I'd walk a mile for a Camel. He was a fisherman and he was walking along the beach and up toward the ship docks. He got the cigarettes and he said it was for the people who had never smoked a Camel before...The ship and birds and stuff is all it showed where he holds the cigarettes up and smoked them, and it showE!d where he propped his feet up and the hole from walking a mile...When he got the cigarette from the other man in the commercial, he said about walking a mile for the taste of a Camel and for people who never smoked a Camel before:..The flavor. Female--25--Grade School--Color 7. The guy walking along whistling, after he gets to the store he buys a package of Camels. He lights it and then says I'd walk a mile for a Camel...He was a fisherman and he was walking down by the bay. He had a pea coat on...All you Camel smokers know what I mean...That it is a good cigarette. That's what the announcer said. Male--42--High School--B&W 8. I'd walk a mile for a Camel. He (fisherman) walked a mile over the rocks along the seashore, to a little store on the seashore, pointed to the Camels, went outside to sit down and lit his cig- arette and put his feet up and showed the big hole in his boots... A pack of Camels. Male--49--High School--Color 9. Guy would walk a mile for a cig...A fellow walking on the beach, on a rocky shore, whistling a little ditty and he bought Camels in a small store, propped feet up and showed the holes in his boots...I'd walk a mile for a Camel cigarette. Male--60--High School--Color 10. The man walking along the seashore...He had rubber boots on and then he went into the store and bought a pack of Camels. He came back out and sat down and put his feet up and you could see the worn spot in his shoe...He'd walk a mile for a Camel...A man would walk a mile for a Camel. Male--55--Grade School--B&W

CAtiIEL 'MA1NF COAST" : 60 ON-AIR TEST Reta-ted Reca.Qt-Speciiic (contd. ) 11. The guy walked for a mile just to get a cigarette at a little store...The same guy had high boots on and was walking on some rocks by a beach. He got his cigarettes at the store and sat down and put his feet up and there was a hole in one of his boots. Male--48--High School--Color ~ I 12. Saw the guy walking over a mountain going a long way. Seems like a ledge along side of a seashore in Massachusetts. When he got in this place, he bought a package of Camels. He said he'd walk a mile for a Camel...Looked like a real good commer- cial. It kept you interested, you wanted to know where he was going. Something that would catch your eye from the start... He'd walk a mile for a Camel...You were wondering what he was going to do, till you saw the package of Camels. The idea was that it was Camels that he was going after. Male--Not Asked 13. Well, a pack of Camels on a reef, this helicopter came and a guy walked down the beach and said, "I'd walk a mile for a Camel."...A guy came up and talked about cigarettes, there is a view and water...Camel is a very good cigarette...they last longer. They'd go a mile for a Camel. Male-42-Grade School--B&W 14. About a fellow walking a mile on a beach...A man smoking a cig- arette...That's all, walk a mile for a Came1...They're good cigarettes. Male--62--College--B&W 15. A fellow walking along the seashore and up to a store, the idea was he'd walk a mile for a Camel...A man walking along a seashore.. He'd walk a mile for a Camel. If you're not a Camel smoker, you should be...It's America's largest selling cigarette. The taste (best tasting cigarette without a filter ).. Male--42--High School--B&W 16. The man looked like he was walking over a mountain. He walked and walked and walked and pretty soon he went in concession place of some kind or store, and said, "I'd walk a mile for a Camel"... The man walking and walking. Looked like he walked over big rocks...I'd walk a mile for it, a Camel that is..:Walking a mile for a Camel. Female--59--High School--B&W

-10- CAMEL "MAINE COAST" :60 ON-AIR TEST Re.La.ted Recatt-Speci6ic (conxd. ) 17. He walked a mile along a beach...He walked along the beach across the rocky ground into a store. Came back and lit a Camel. Male--Not Asked 18. "I'd walk a mile for a Camel". Some man walking down by the boondocks with a hole in his shoe...Just a pack of Camels on a reef...Something about, that the commercial was for someone ' who hasn't.smoked Camels. Male--43--High School--B&W 19. A man walking the shore. The man was wearing worn-out boots. He was saying he'd walk a mile for a Camel. Male--60--High School--Color 20. The guy had a hole in his boot...He was walking along the beach into a little fishing village. That was all I saw. Male--41--High School--Color Reta.ted Recatt-Genena.Q. " 21. I remember a man had some boots on and he was running. He went to a place where they were selling Camels and after he bought them he said, "I'd run a mile for a Camel"..The man had his boots on and they had a hole in the bottom. He was in a chair and his boots were on the table. Male--46--Grade School--B&W 22. Good cigarette, nice blend...A guy walking in the country, didn't know where he was going, finally stopped at a store and bought ' a package of Camels and said he'd walk a mile for a Came1...It's an old cigarette, more of them sold than any other cigarette. Male--60--High School--B&W 23. The fact that the man had a hole in his shoe and he'd walk a mile for a Camel...Man walking along and he bought a pack of Camels... They taste fine. Would walk a mile for them so he must think Camels taste good (the man who bought the Camels). Male--21--High School--Color rA Cb ~ a V :.~

CAMFL "MAINE COAST" :60 UN-AIR TEST Reta.ted RecaQt-GeneAa.2 ( contd. ) 24. The man had a hole in his shoe...The man walked for a long time to get-his cigarettes. He said he'd walk a mile for a Camel. He had a hole in his shoe...It's the best cigarette. I smoke them. Male--38--High School--B&W 25., He'd walk a mile for one...A fellqw walking up to a store and I remember him going in for a pack. of Camels and coming out and smoking one. Male--65--Grade School--Color 26. A man walking a mile. The hole in his shoe (when he lifted his foot up there was a hole in his shoe)...The Camel pack sitting in front of him (the man who'd walked a mile)...Walking a mile for a Camel. Male--50--College--Color 27. The guy was walking, then he goes and gets a pack of Camels and says, "I'd walk a mile for a Camel". Male--39--High School--B&W 28. This fella was walking a mile for Came1...This fella walking to the pack of Camels...About walking, a Camel smoker is not going to take another; he'll walk a mile for Camel. Male--70--High School--B&W 29. I'll walk a mile for a Camel...I'11 walk a mile for a Camel... It was a good cigarette. Male--47--Grade School--Color 30. Saw a man smoking a cigarette. Male--58--College--B&W . 31. Camel was the best cigarette. Male--63--Grade School--Color

-12- CAMEL "MAINE COAST" :60 ON-AIR TEST Unnetated Recatt 1. A man walking down a wooded path and he says he would walk a mile for a Camel... I saw the beautiful wooded spot and the stand where he stopped for his cigarettes...That he'd walk a mile for a Came1...That they are pleasant and a likeable and a mild smoke. Female--73--High School--Color 2.' A man walking along in a desert. He got to a store and said, "I'd walk a mile for a Camel"...A man went to a place and asked for a pack of Camels. He was walking in the desert... He'd walk a mile for a Camel. Male--44--Grade School--B&W 3. The extra long and the filter. They've come out with a filter now...They say they'll walk a mile for a Camel. Male--62--Grade School--Color 4. The pack, one cigarette was pushed out farther than others... They are supposed to be a better cigarette. They told about the new Camel cigarette. Male--65--Grade School--B&W 5. A man was walking across the ice in a storm, he then went to a store and bought a pack of Camels. At the last I could only see the man's boots showing...I'd walk a mile for a Camel. Male--Over 50--Grade School--B&W 6. A man said he.would walk a mile for a Camel. He,was walking a mile. It seemed like he was walking in a desert. He was carry- ing a coat...They (the people on commercial) said the Camel cigarettes were longer. " Male--25--High School--B&W 7. This guy, and about him walking to get a cigarette, he's walking across this desert and an Arabian hands him a cigarette, he sits down and there's a hole in his shoes...This man in a suit without a tie, blonde hair and sunglasses, an ancient town, a guy with a sheikh thing on his head, a turban guy. The flavor, the true flavor, a man's cigarette...It's a good cigarette, it has the real taste, satisfies long...That if a person liked Camel, he'd walk cross country for it. Male--21--High School--B&W 8. Said something about worth walking a mile for a Camel. Something about not all stores handle them, (Camels)...I saw a guy walking down the street, at the end he was sitting relaxed smoking a Camel That they have a filter cigarette. Male--26--High School--B&W

-13- CAMEL "MAINE COAST" :60 ON-AIR TEST Unn.e.eated Recatt (con.td. ) 9. They came out with a filter. Male--58--High School--Color 10. The old fashioned Camel (regular), the latest, 100 size... two packs on table, little one and King size next to.it. Male--67--High School--Color 11.' The man with the hole in his shoe, he goes walking through the desert, and he gets cigarettes. He walks a mile for a Camel... The desert and a guy and some people and he walked up to the store where he bought the Camels...That he would walk a mile for a Camel. Male--41--High School--B&W 12. This guy walking and this other guy sits down and smokes a Camel. When he sat down he had a hole in his boot. Male--43--High School--Color 13. The small package of Camels and beside it was the new filter tip package...The two packs of cigarettes...The new filter. Male--50--College--B&W

TRAFFIC NO: DATE TYPED: 9775 7/27/67 VIDEO AUDIO sueJECT: MAINE COAS'1' MAN WALKING ALONG BEACH. PULL (MUSIC) BACK TO REVEAL PANORAMIC VIEW OF MAINE, MS OF MAN WALKING ON ROCKY BEACH. CU OF MAN' S FACE AS HE WALKS ALONG BEACH, WHISTLING. OVERHEAD SHOT OF MAN WALKING ON ROCKY BEACH, MAN WALKING ALONG ROCKY BEACH, FRAMED BY CAVE. (MUSIC CONT, ) (MUSIC CONT. ) (MUSIC CONT, ) (MUSIC CONT,) MAN WALKING ON ROCKY BEACH (MUSIC CONT.) TOWARD US . LS OF MAN STEPPING OVER CRACK (MUSIC CONT.) IN ROCK. MAN'S FEET WALKING ON ROCKS. (MUSIC CONT.) N,AN WALKING ON ROCKS, OCEAN IN (MUSIC CONT..) BACKGROUND. MAN WALKING TOWARD STORE. (MUSIC CONT. ) CU OF MAN'S FEET ON ROCKS. (MUSIC CONT,) ' MAN WALKS TOWARD DOORWAY OF STORE. (MUSIC CONT, ) MAN WALKS THROUGH DOORWAY OF (MUSIC CONT.) STORE. MAN GESTURES TOWARD DISPLAY ON (MUSIC CONT.) COUNTER. HAND REMOVES CAMEL PACK FROM (MUSIC CONT.) DIS P LAY. CU OF PACK ON COUNTER AS HAND (MUSIC CONT.) TAKES IT OUT OF FRAME. CU OF DIAN LIGHTING CAMEL MAN: DV I'd walk a mile for a Camel. CIGARETTE. CUT TO PROFILE OF SAME MAN ANNCR:(VO) This little demonstration is LIGHTING A CAMEL, strictly for smokers who CUT TO MAN, SEATED, PLACING never tasted a Camel cigarette, Camel CAMEL PACK ON COIL OF ROPE. HE CROSSES FEET IN FOREGROUND, smokers .., you know what we mean, You other guys, start walking. ~ .~ 0 a ~ ~