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CONFIDENTIAL a,e-6 7 -7,Z) Advertising Research Report MAR-61-12 Uecemben 21 1961 CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON• SALEM, N. C.

TABLE OF CONTENTS MRD#AR-67-72 Pag e Product Manager's Summary . . . . . . . . . . . First Attached MRD Summary . . . . . . . . . . . . . . . . . . Second Attached Background . . . . . . . . . • • . . • • • • • 1 Summary of Verbatims . . . . . . . . . . . . . 2 Appendices . . . . . . . . . . . . . . . . . . 3 - 4 Dialing Record . . . . . . . . . . . . . . . . 5 Verbatims . . . . . . . . . . . . . . . . . . . 6 - 13 Script . . . . . . . . . . . . . . . . . . . . 14 - 15

December 20, 1967 Mr. W. S. Smith, Jr. CC-Mr. B. R. Stewart Mr. R. A. Blevins, Jr. Mr. Howard Gray Mr. A. G. Weber Mr. T. P. Haller Mr. C. H. Judge Mr. J. F. Hind Mr. J. B. Stuart Mr. Mr. W. R. A. A. Sugg Rechholtz Mr. Mr. Mr. J. T. C. A. E. K. Albanese Sandefur Lambeth Mrs. Mr. Mr. Babette Jackson Robert R. Etienne Bernard Ober RE: CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST - MRD#AR-67-72 SUMMARY: Results of on-air testing suggest that CAMEL MENTHOL "Commuter" was considerably above average for an introductory cigarette commercial.• ---Overall related recall (42%) was particularly above average (31%). Study of the verbatims suggest that the commercial successfully com- municated the basic qualities of the brand - 17% recalled menthol and 1510 recalled various taste benefits derived from menthol. The use of the live camel in the commercial must be considered a major cause of the high scores of the commercial. The live camel clearly dominated situation recall. It should be noted, however, that the subtlety of the snow on the camel's back, which was designed __to_reinforce our coolness claim, was recalled by only 2%. The only significant deficiency found in the verbatims was the failure of respondents to perceive CAMEL MENTHOL as having extra coolness or menthol. While the cigarette was identified by a large number of those giving recall as a menthol cigarette, there was virtually no playback of the critical "cooler-than-cool" or extra coolness concept. it should be recalled that use of "cooler-than-cool" was severely restricted during the development of the commercial. CONCLUSIONS AND RECOr24ENDATIONS : The use of the live camel appears to have been very effective as a brand related mnemonic device which apparently did not interfere with the communications of the basic copy. Such brand or copy re- lated devices should be considered for inclusion in future commercials. ~ R. M. Odear, Jr. Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. s 0 0 s ~ T. P. Haller

SUMMARy CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST (Day-agten Reca.2t) MRD-AR-67-72 This is a study to determine recall levels of Camel Menthol "Commuter" :60 commercial. -RESULTS 1. "Commuter" obtained an overall related recall score of 42%, -which was comprised of 24% specifically related and 18% generally related. 2. The menthol salesmessage was recalled by 15%; and newness, by 14%. 3. "Cocl/fresh" comments were made by 10%, and taste comments, by 9%. 4. A total of 23% remembered the live Camel. CONCLUSION The overall score of 41% (substantially higher than the ?.ndustry introOuctcry average of 32 0) and the fair recall of newness (14%) are evidence that "Comn,uter" was successful in accomplishing its purpose of introducing Camel Menthol. Recall of "cool/fresh" and taste sales- messages, at 10% and 9% respectively, is only moderate. Our evaluation of the test results suggests that the commercial's memorability is due to the newness of the brand and to the live Camel which serves as both an attention-getter and a memory aid. ' C. Elizabeth Jackson Marketing Research Department CEJ:aff

CAMEL MLNTffOL "COMMUTER" :60 ON-AIR TEST (Day-asten Reeatt) MRD#AR-67-72 This is a study to determine the recall levels of Camel Menthol "Commuter" :60. LOCATION BACKGROUND St. Louis, Missouri -Phoenix, Arizona "Commuter" was tested twice in each city in order that an adequate base be accumulated. For the first test "Commuter" appeared in the second commercial position of "Rat Patrol" (at 7:46 p.m. CDT) on September 25, 1967. For the second test it appeared in the first commercial position of "Dragnet" (at 8:33 p.m. CDT) on October 5, 1967. DATES OF INTERVIEWING METHOD September 26 and October 6; 1967 Any adult who had watched television the prev.ious night and who smoked one cigarette per day was eligible to be interviewed. Respondents were asked whether they had seen a commercial for any cigarettes and, if so, which brands. if the test brand was not mentioned, they were asked whether they had seen a commercial for Camel Menthol cigarettes and, if. so,-what it said and showed. -Those who had watched the test program were asked whether they had seen the parts just before, during, and just after the commercial. Program and activity prompts were used to determine whether the respondent was actually in the commercial audience. Respondents were classified by sex, age, education, and type of television viewed. SAMPLE Numbers were chosen at random from local telephone directories.

2 SUMMARy OF VERBATIMS Base: Total in commercial audience Gave recall specifically related to "Commuter" Gave only generally related to "Commuter" Total related recall (unduplicated) DETAIL OF RECALL Salespoints Is menthol cigarette/has menthol Is new/just came out Is cool/has cool taste Is/has/fresh/refreshing/taste Tastes good/better/than other menthols Has same/taste/flavor/as Camel/but with menthol Has tobacco taste (Unduplicated cool/fresh comments) (Unduplicated taste comments) Is/good/better/best/cigarette Is longer/than the regular Is mild Has a filter/is filtered Has good tobacco Situation Showed man leading camel onto/train/plane/bus/ showed camel f ollowing man/camel/come down aisle Showed snow-covered camel Showed camel behind man/looking over his shoulder Showed live camel, just (Unduplicated recall of camel) Showed man offer Camel Menthol to/man across aisle/other passengers/pack being passed around/passengers smoking Camel Menthol Showed men on/commuter/train People/conductor/looked surprised/looked at camel Showed/new/different/green & white/package Showed man smoking Camel Menthol Showed conductor/taking/punching/tickets Played music/singing in background Showed bunch of people, just Miscellaneous Cities Combined (128) $ 24 18 42 15 14 8 3 3 2 2 (10) ( 9) 9 7 5 4 2 20 2 .2 2 (23) 12 7 6 6 5 4 2 1 3 Gave unrelated recall 6 Gave no recall 52 100 Unduplicated menthol recall 17% Unduplicated cool/fresh/mild /taste recall 15

-3- APP6NDIX I MRD#AP-67-72 Men vs. Women Men Women Base:Total in commercial audience (72 * 56 * $ $ Gave recall related to "Commuter" 47 34 Dis~eh.ence is aign.i6ieant a.t 87% eon6idenee teve.C. Aqe Under 35 35 - 50 Over 50 Base:Total in commercial audience 34)* (42) * (51) * $ Gave recall related to "Commuter" 381 1Dij6enence is aignisican.t at 80% eonjidence tevet. 2Dii6enence is aigni6icant at 90% eonjidenee .2evet. 531,2 362 EDUCATION Grade School High School Colle ~e Base: Total in commercial audience 25 ** 66 * (35)* $ $ % Gave recall related to "Commuter" 563 353 40 3Di56enence is 6.ignisieant at 90% eonjidenee .Cevet . B & W VS. COLOR B & W Color Base: Total in commercial audience 99) 29)** $ $ Gave recall related to "Commuter" 44 28 Dii6ercence is a.i.gnigicant at 89% eonjidenee .eeveQ. NOTE In some instances the sum of the bases within a classification may not equal 128 because some respondents either refused to answer or were not asked the question. *Denote4 ama.2.C bae e **Denotes extnemeQy smatt base.

APPENDIX II MRDOAR-67-72 Below is a list of 60-second commercials which have been tested. All commercials are considered to be members of introductory pools. BRAND COMMERCIAL OVERALL SCORE R. J. R. BRANDS Camel Filter "Library" 38% Camel Menthol "Beach" 16 SKS Winston Menthol "Jetty" 51 SKS Winston "Golden Pack" 35 SKS Salem "Extra Time #2" 19 R. J. R. introductory average score 32% COMPETITIVE BRANDS Pall Mall Filter "Party" 32 Benson & Hedges 100's "Disadvantages" 41 True Filter "Blue & Green" 47 Tareyton 100's "Barbecue" 25 L & M 100's "Happening" 19 Competitive introductory average score 33% Industry introductory average 32%

DIALING RLCGRD MRD#AR-67-72' Total dialings . . . . . . . . . . . . . . 11,005 No con t ac t . . . . . . . . . . . . . . . . 4,278 No TV set . . . . . . . . . . . . . . . . 152 Non-smoker . . . . . . . . . . . . . . . . 2,530 Contacted smokers . . . . . . . . . . . . 1,618 Not watch last night ..... 857 Not remember program set off, other channel . . . 584 In program audience . . . . . 177 In "Commuter" commercial audience . . . . 128

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. 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 sometimes 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