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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.

-8- KOOL "AUTO TRANSPORT" :60 SPECIFICALLY RELATEV RECALL 1. Some people in a car. One man said his cigarettes were dry and the other man offered a Koo1...The car and the two men... They made your throat feel cooler...They are menthol and one cooler than the rest of them. Female--45--High School--B&W 2. Two men driving in a truck, talking about their cigarettes. Female--High School--29--B&W 3. Two men in a plan e or a truck. One man said his cigarettes were flat and other man handed him a Kool and told him to try one of them. Male--19--High School--B&W 4. It had to do with truck drivers smoking and one guy smoked Kools... Two truck drivers srnoking...One guy smoking another kind of cigarette said his was dead and throw_ it away. Then the guy smoking the Kools said, "Here smoke a Kool." Male--26--High School--B&W 5. The one about driving a truck load of new cars. It was raining and a man said his cigarettes were too hot for him. Another man handed him a Kool cigarette to try...The package cigarette was pretty in color*and the scenery was beautiful. One of the two men in the cab of the truck and he drove down the highway... Kool cigarettes have a true menthol taste. Female--31=-High School--Color 6. It was two guys driving in a truck. One man says to other. that he is going to switch brands because his cigarette was too flat. So his buddy gives him a Kool filter cigarette... Two men in a truck driving up hill. Male--22--High School--B&W 7. Two men in a truck and one said his cigarettes were not good and the other man took out a pack of Kool cigarettes and said, "Try one of these." He tried it and it was the right kind and they sang about the Kool cigarette...Kool cigarettes and the kind to smoke. Female--52--Grade School--B&W 8. Two guys were driving in a big tractor trailer truck. The driver said his cigarette was tasting lousy and the other man said, "Here try one of mine."...The menthol in the cigarette would ease the throat and be a change from your regular brand. Male--39--Grade School--Color

-9- KOOL "AUTO TRANSPORT" :60 SPECIFICALLY RFLATFD RECALL (contd.) 9. There were two fellows riding in a truck and one said,these cigarettes were getting very dull,and the other guy said here try these and gave him a Kool. The fellow liked it and said he was going to buy them...A big tractor trailer. The pack of the Kools which was attractive in color. They were driving on the road while they were talking...They said it was coo'l and refreshing. It tasted good...They liked the menthol in the cigarette. It made it refreshing. Male--33--Grade School--Color 10. The men (a truck driver and his helper) were talking. One said his cigarette was tasteless. So the other gives him a Kool and he likes it.)...The driver of the truck'giving his helper a Kool cigarette...They were mellow and cool and not too mentholated. Male--57--College--B&W 11. The cigarette made everything better...Two men were talking. They were in a truck. One said he didn't like the taste of his cigarette and the other said smoke "Kool filter". He did and liked it...The Kool cigarette is an enjoyable smoke. Female37--College--Color 12. There were two truck drivers going along. One said he was tired of his cigarette. The other one offered him a Kool The truck drivers...They're cool with menthol. Male--24--College--Color 13. A truck driver. He's tired and also tired of his cigarettes. Then another fellow handed him a Kool. 14. The Female--64--High School--Color others get stale and (Kools) these are always fresh. These guys The were truck drivers, they were in some sort of vehicle... two guys, showing them some sort of cab...Something goes wrong and they have to change over to Kools. Male--63--High School--B&W' 15. A couple of truck drivers, and one said try this and the other said it's cool. (Kool cigarettes)...It's supposed to ~ ~ be cooler . 0 Female--52--High School--Color

-10- KOOL "AUTO TRANSPORT" :60 SPECIFICALLy RFLATED RECALL 16. Two men in a truck, one didn't like his cigarette,and the other asked him to smoke one of his cigarettes and it was a Kool... Said it was better tasting than ones he had smoked. 17. 18. Female--49--High School--B&W Two men in a truck and one man said, "It has been a long rride" and he said his cigarettes doesn't taste good any more and the second fellow said, "Try mine," and it was a Kool cigarette. Two men in a truck and they were cattle men or something like that. Female--36--High Shcool--B&W This guy is driving a semi-truck and it's his last load and his last cigarette. The other guy gave him a.Kool,and he said it smoked cool like it was his first cigarette...Doesn't give you that burning sensation. It's a cool smoke...The menthol is in it. It's a soothing smoke. Male--38--High School--B&W- 19. Two men in the cab of a truck'. The truck was hauling automobiles and one man said his cigarette was stale and the rac'in driving offered him a Kool cigarette...What I just mentioned. The pack was green. Male--54--High School--Color

KOOL "AUTO TRANSPORT" :60 GLNFRALLY RELATLD RECALL 1. The song they sang...That they were dool. Male--27--High School--B&W 2. it is a menthol cigarette. It is refreshing to smoke...It is real refreshing. Male--20--High School--Color 3. Something about switching to a new taste because it was too drying...Two fellows were working and one was tired and said, "Even my cigarettes don't taste right." The other fellow answered by giving him a Koo1...They are refreshing. Female--45--High School--B&W 4. The fella said he got tired of his brand and the other guy suggests Koo1...How Kool is mild and feels good for the throat. It is a mild cigarette. Male--39--High School--ColQr 5. The man offered the other man a cigarette. He said Kool taste just like a cigarette should. Female--47--High School--B&W 6. It is a refreshing smoke. Because of the menthol it.is a cool smoke. Female--52--High School--Color 7. The tips are orange...Just the package with the white and green colors on it...It is the only real menthol cigarette. Female--49--College--Color 8. About he doesn't have a taste and a guy offered him a pack. He said, "Try mine,". and he said, "Kools." Female--48--Grade School--Color 9. Two men.talking about cigarettes. Wrong kind of cigarettes. The other man said, "Try one of these." This was Kool cigarettes. Female--45--College--B&W 10. They are a fine cigarette and good to smoke. Male--63--Grade School--Color 11. Kool taste, "Come up to a Kool."..."Come up to Kools." Male--60--Grade School--B&W

KOOL "AUTO TRANSPORT" :60 GFNLRALLy RELATFD RECALL 12. The one party threw a cigarette away because they didn't like the cigarette. The other fellow said, "Try this cigarette." A Kool. Female--58--High School--Color 13. A man is tired of cigarette and another man says to try mine, then he says "Hum! It is cooll"...It is a cool cigarette. Female--45--High*School--B&W

KOOL LILTLR "AUTO TRANSPORT" :60 UNRELATLD RECALL l. Somebody was dissatisfied with his filter cigarette and someone offered him a Kool. The first man seemed to be satisfied with the taste of the Kool...It took place in a news- paper office at the end of an evening. They were checking proofs or something before they walked out of the office... That fresh menthol taste...Just as I have said. Male--53--High School--B&W 2. I think it was an outdoor scene with a fellow-and a girl. It was a picnic scene..."Have a Kool."...That it is a cool,soothing cigarette. Female--50--High School--B&W 3. One man said, "Something has gone wrong, my cigarette tastes flat." The second man gave him a Kool and he said, "It tastes real good, it's what I needed, it's a real smoke, has something my other cigarette doesn't have...Two fellows on a boat and one remarked his cigarette tasted flat and he needed a change. The other fellow offers him Kools and he takes a puff and likes it real we1l...If you smoke Kool, you won't go back to the'other brands...Have a menthol and filter cigarette with a cool taste- ful smoke. Female--56--High School--B&W 4. Singing a song like and there were fellows all around, up stairs and down, and someone always stealing them. (the pack of cigarettes)...There's something in the color part, charcoal or something...Kool cigarettes are supposed to be good for you. Mentholatum in'em:. Male--57--High School--Color 5. Two young people having a good time. Male--70--High School--B&W 6. About (one person says) my cigarette not tasting the same. I get nothing out of it and the other fellow say, "Try one of these. They always like the Kools and say they are goinq to buy them after that...It was two fellows. They were skiing and came into the lodge. I think...A fellow is disgusted with his skiing and he says his cigarette is off its taste, too. The other fellow tells him to try Kools, and he always likes them better. It's always the same thing with different people and scenes. Female--32--High School--B&W 7. Pack of cigarettes floating up from somewhere. Had a spring setting. Flowers and everything looking green and fresh. Man and woman (a young couple)...Said it had a good refreshing taste, you get real taste of tobacco...The tobacco is fresh like spring. Female--42--High School--B&W

-14- KOOL FILTER "AUTO TRANSPORT" :60 UNRELATLD RECALL (con-td.) 8. The people in the commercial. A man ran out of cigarettes and the other guy offered him a Kool. And oh! how he liked that. Female--48--High School--B&W 9. It was a well drilling rig at sea...The usual, wanting a change. . These cigarettes aren't for me anymore, so try a Kool. Male--43--College--B&W 10. It was asoothing smoke (cool and soothing to your throat)... It showed a package of regular and a package of filters... They were the most selling cigarette. (The one that most people buy.) Female--42--Grade School--B&W 11. I remember the little tune that went with the commercial... A little penguin, people were sitting by the beach and were smoking Kool. Female--60--Grade School--B&W 12. Smoke Kool cause Kool is a good cigarette...A boy and girl. (The girl was asking for a cigarette, he gives her one of his cigarettes. She looks up like she is surprised, when she smokes the Kool cigarette.)...They were talking about a song they were singing. A song. (The boy and the girl was singing.) Female--69--Grade School--B&W 13. Step up to Kool. Hawaiian dancing and then someone has a Kool... This fellow was on an island and he was dancing and then some- one gave c LiiT)~~1 cause he L~ wasn - -~ 1.. L_ . i~ a r.wi tt enjoying nis... It • s a smooth, cool cigarette, good tobacco...It was a different commercial than I've seen before. Male--74--Grade School--B&W 14. Remember the ad. Very plain. The one about the construction work. Men are on a construction job...Noticed the wording. Idea came through more than usual...Refreshing, I guess. Taste had a true taste and also satisfied with the tobacco taste... Same two as above. Menthol cool and refreshing and still get taste of tobacco. Female--57--Grade School--Color 15. They're cooler than any other cigarettes...A penquin on.ice... It's the coolest cigarette you can smoke...They're the best to smoke because they are the m ildest. Female--28--College--Col.or

---- --~_~cz z=~ __ A C C U R A C Y r Kool No. 168 o P R 0 hS P T 1N Z S S and Jelemilion (•.omn;rrciR[d - 875 E. JERICHO T URNPlKE ' Vlin. 0 D E_ P C N D A B I L I T Y ' Make Kools Your Steady Brand Long shot of car-carrying MAN:. trail er truck. Two shot of ~N' drivers inside cab. One takes pack froirn dash, offers. other. Supers are rnounted on solid areas that shutter in from ea,h side, top and bottom of s, _en. MAN: MAN: MAN: MAN: MAN: MAN: CHORUS: Driver puffs with "The Koo1 MAjv; taste". Super at right. CHORUS: Cigarette in hand in close-up. MAN: "Kool's white filter" supered CHORUS: at left "rich tobaccos" at . HUNTINGTON STATION. L. I., N. Y. 11747 • PHONE HA 3-0050 , IvLAN: right.' "Taste extra coolness!:-.:---• below•two shot of_ drivers. Large "Come up to the Kool taste" reverts, changes to "" Kool pack. MAN: C HORUS : . ,. AN: . . _ -_.,~ . . Monday, March 13,* 1967 "Run For Your Life" NBC-TV 10:00 P. M. This rain's got us. running late. No problem, Jimmy, we'11 make it up'on the last leg. ,. These cigarettes are on their last legs, already. Huh? They taste flat. I gotta get a new brand. Here, try one of mine. Kools,. huh? It's the only cigarette I smoke. (SINGING) Come up to the Kool taste, The coolest taste in any cigarette, Get Kool's white filter, rich tobaccos, too, Taste extra coolness, Let Kool. come th'rough:.for yQu. : You know, Kools taste great. ~ Y eah, I knotv. .(SINGING) Come up to the Kool taste, . The taste you stay with every time you smoke. • Make Kools your steady brand. Try 'em today. ---- ., . • , s