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~ ~ Sonczo 0973 `

CONFIDENTIAL a.C.b>-o2/ Advertising Research Report AR-67-21 October 5, 1967 KOOL FILTER "AUTO TRANSPORT" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C. ~ 0 s ~ 0 J C

TABLE OF CONTENTS TITLE PAGE MRD Summary,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, First Attached Background .............................................. 2 Verbatim Summary ................. .....................3 Appendix ................................................4 Dialing Record ..........................................5 Specifically Related Recall,,,,,,,,,,,,,,,,,,,,,8-10 Generally Related Recall .................... ..........11-12 Unrelated Recall,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,13-14 Script ................................................. 15

SUtithlARv KOOL FILTER "AUTO TRANSPORT" :60 ON-AIR TEST (Day-A6ten ReeaZt) MRD#AR-67-21 This is a study to determine the recall levels of Kool Filter "Auto Transport" :60 commercial. RESULTS 1. The test commercial obtained an overall related recall score of 25 percent. 2. Nine percent recalled that Kools are "cool/cooler/refreshing." 3. Seven percent remembered Kools are a menthol cigarette. 4. The situation element of "Man offered driver/other man/a Kool.." was played back by 18 percent, and 16 percent remembered that the "driver/man/didn't like his (old) brand/had wrong kind of cigarettes." 5. Fifteen percent remembered seeing "two men/driving/riding/in truck, just." CONCLUSIONS The test commercial's overall related recall score (25%a com- pares with our average of 24 percent for RJR :60 commercials and 18 percent for Kool :60 commercials we have previously tested. Fifteen percent gave specifically related recall. Seventy percent of those who gave related recall played back the situation element of one man offering another a Kool, and 61 percent remembered that the driver was dissatisfied with his regular brand. Over half remembered seeing "two men driving/riding/in a truck." Salespoint recall was disappointing, with only nine percent remembering that Kools are cool/cooler/refreshing, and seven percent stating it was a menthol cigarette. Taste comments were made by two percent. Catherine S. Genovese Marketing Research Department CSG:mh Attachments .~, p 0 n m CC: Mr. W. S. Smith, Jr. Mr. J. J. Bresnahan Mr. . C. K. Lambeth 0 Mr. W. A. Sugg Mr. A. G. Weber Mr. B. Ober .0 Mr. C. H. Judge Mr J A Albanese Mr. J. A. Greene J T Mr. Howard Gray . Mr . J . F Hind Mr. G. R. Holmen Mr. R. A. Blevins,Jr. . Mr. . T. . P. Haller Miss . Babette Jackson Mr. Mr. R. B. A. R. Rechholtz Stewart Mr. Mr. R. T. M. E. Odear Sandefur Mr. Miss R. R. Etienne C. Elizabeth Jackson

KOOL FILTER "AUTO TRANSPORT" :60 ON-AIR_ TEST (pay-A6ten Reca.2t) MRVAR-67-21 This is a study to determine the recall levels of Kool Filter "Auto Transport " :60 commercial. LOCATION: Dayton, Ohio New Orleans, La. Buffalo, N. Y. Omaha, Neb. San Francisco, Calif. BACKGROUND: The test commercial appeared in the third commercial position of the first half hour of Run For Your Life (at 10:25 P.M., EST) on March 13, 1967. DATE OF INTERVIEWING: March 14, 1967 METHOD: Any adult who smoked at least one cigarette per day and wh- oad watched television the previous night was eligible to be interviewed. They were asked if they had seen any cigarettes advertised and, if so, which brands. If the test brand was not mentioned, they were asked if they had seen a commercial for Kool Filter cigarettes and, if so, what it said and showed. They were asked whether they had seen the scenes just before, during, and just after the test commercial. Program and activity prompts were used to determine whether the respondent was actually in the commercial audience. All respondents were classified according to sex, age, education, and type of television viewed. SAMPLE: Numbers were chosen at random from local telephone directories. MRD NOTE: Kool Filter "Auto Transport" :60 was tested on a free.- ride basis with Camel/Camel Filter "Tradition" :60.

SUMMARY OF VERBATIMS MRD#AR-67-21 Cities Combined Base: Total in commercial audience (128) $ Gave recall related to "Auto Transport" :60 25 Gave specifically related recall 15 Gave generally related recall 10 DETAIL OF RECALL Salespoints Is cool/cooler/refreshing 9 Has menthol 7 Has good taste , 2 Is mild/mildest 2, "Change/switch/to Kools" 2 Miscellaneous 7 Situation Man offered driver/other man/a Kool/try one of these/they're Kools 18 Driver/man/didn't like his (old) brand/had wrong kind of cigarette 16 Showed two men/driving/riding/in truck, just 15 Showed pack of Kools 3 Showed big/tractor-trailer/truck/hauling cars 2 Sang a song 2 Driver/man/liked Kools 2 Miscellaneous 2 Gave unrelated recall 12 Gave no recall 63 100

APPENDIX CLASSIFICATION OF RFLATLD RECALL MR R-61_ Sex Men Women Base: Total in commercial audience (56)* (72)'` $ $ Gave recall related to "Auto Transport" :60 30 21 No significant difference. A2e Under Over 35 35-50 50 Base: Total in commercial audience (45)* (49)* (33)* $ $ $ Gave recall related to "Auto Transport" : 60 2 0 27 30 No significant differences. Education Grade High School School Colle e Base: Total in commercial audience (22 ** 73)T (32 '$ $ $ Gave recall related to "Auto Trans- port" :60 272, 3 291, 3 1Difference is significant at 95% confidence level. 2Difference is significant at 80% confidence level. 3No significant differences. 131,2 B&W vs. Color B&W Color Base: Total in commercial audience (87) (41) Gave recall related to "Auto Transport" :60 20 37 Difference is significant at 95% confidence level. NOTE: 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. *Denotes small base. **Denotes extremely small base.

DIALING RLCORD MRD#AR-67-21 Total dialings 8,020 No television 127 Not smoke 1,992 Not watch last night 569 Other channel, not remember program, set off 594 In program audience 183 In "Auto Transport" commercial audience 128

-6- 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 lilay-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 commerr.i.al, 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 ntost 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 «nly 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 coramercial 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.

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.