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~ CONFIDENTIAL 0 ,le -6 7-C24 Advertising Research Report l1RD#AR-67-22 November 6, 1967 ti < PALL MALL FILTER "HORSE SHOW" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C.

TABLE OF CONTENTS TITLE PAGE MRD Summary ..................................... First Attached Background ............................................2 Verbatim Summary ......................................3 Appendix ..............................................4 Dialing Record ........................................5 Specifically Related Reca11 ...........................8 Generally Related Recall ..............................g Unrelated Recall ....................................10-12 Script ...............................................13

SUMMARY PALL MALL FILTER "HORSE SHOW" :60 ON-AIR TEST (Day-After RecaZZ) MRD#AR-67-22 RESULTS 1. A total of 12 percent of the commercial audience gave recall related to the test commercial: three percent gave specifically related recall, and nine percent gave generally related recall. 2. The extra length copy point was remembered by nine percent, or 71 percent of those who gave recall. 3. The usual representation of the differences in lengths was recalled by three percent. CONCLUSIONS The test commercial's overall related recall score (12%) compares unfavorably with our average of 24 percent for RJR :60 commercials. Specifically related recall was also low (28% of those who gave related recall). Internally, only nine percent (71% of those who gave recall) remembered the main salespoint, extra length. Possible reasons for the low scores may include a rather bland situation and insufficient reinforcement of the luxury length copy point. . Catherine S. Genovese Marketing•Research Department r CSG:mh Attach ments CC: Mr. Mr. Mr. W. W. C. S. A. H. Smith, Jr. Sugg Judge Mr. Mr. Mr. T. P. Haller R. M. Odear T. E. Sandefur, Jr. Mr. Howard Gray Mr. C. K. Lambeth Mr. Mr. Mr. R. R. B. A. A. R. Blevins, Jr. Rechholtz Stewart Mr. Mr. Mr. B. Ober J. A. Greene G. R. Holmen Mr. J. J. Bresnahan Miss Babette Jackson Mr. Mr. A. J. G. A. Weber Albanese Mr. Miss R. R. Etienne s C. Elizabeth Jackson 0 Mr. J. F. Hind O ~ ~ .a a a

PALL MALL FILTER "HORSE SHOW" :60 ON-AIR TEST (Day-After Recall) MRD#AR-67-22.. This is a study to determine the recall levels of Pall Mall Filter "Horse Show" :60 commercial. LOCATION: Atlanta, Ga. Cincinnati, Ohio New Orleans, La. Indianapolis, Ind. Nashville, Tenn. BACKGROUND: The test commercial appeared in.the first commercial position (9:03 P.M., EST) of the "Thursday Night Movie" on February 9, 1967, The movie was "The Caretakers." DATE OF INTERVIEWING: February 10, 1967 , MEHTOD: Any adult who smoked one cigarette per day and who had watched television the previous night was eligible to be inter- viewed. Respondents were asked whether they had seen any cigarettes advertised and, if so, which brands. If the test brand was not mentioned, they were asked whether they saw a commercial for Pall Mall Filter cigarettes and, if so, what it said and showed. Those who saw the test program were asked whether they had seen the parts just before, during, a,nd just after the commercial. Activity and program prompts were used to determine whether the respondent was actually in the commercial audience. All respondents were classi- fied according to sex, age, education, and type of television viewed. SAMPLE: Numbers were selected at random from local telephone directories. MRD NOTE: Pall Mall Filter "Horse Show" :60 was tested on a"free- ri~basis with Winston "Query." :30.

SUMMARY OF VERBATIMS MRD#AR-67-22 Cities Combined Base: Total in commercial audience (113) $ Gave Show" recall specifically related to PMF "Horse :60 3 Gave only recall related to PMF "Horse Show" :60 9 Total related recall (12) DETIAL OF RECALL Sales oints Is longer longest cigarette/extra length 9 Is good cigarette 4 Is mild/mildest 3 Has tobacco taste/same taste as regular Pall r"_all 3 Has true tobacco flavor 2 Is same cigarette with a filter/is a filter cigarette 2 Gives more/smoke/smoking pleasure 2 "Outstanding and they are mild" 1 "I know what I like, and I like Pall Mall" 1 Comes in gold pack 1 Situation Showed differences in cigarettes/man measured cigarettes 3 Showed man and woman outside/in boat 2 Woman had cigarette 1 Woman liked gold pack 1 Gave unrelated recall 18 Gave no recall 70 100

APPENDIX I MRD#AR-67-22 Sex Base: Total in commercial audience Gave recall related to Pall Mall Filter "Horse Show" No significant difference. Men Women (61) * (52) * $ $ 10 15 Under Over 35 35-50 50 Base: Total in commercial audience (35 * (49 * 28 * $ $ $ Gave recall related to Pall Mall Filter • "Horse Show" 9 10 18 No significant difference. I Education Grade High School School College Base: Total in commercial audience (26) * (63) * (23) * $ $ $ Gave recall related to Pall Mall Filter "Horse Show" 12 13 9 No significant difference. B&W vs. Color B&W Color Base: Total in commercial audience (97 (16)* $ $ Gave recall related to Pall Mall Filter No significant difference. "Horse Show" 14 NOTE: In some instances the sum of the bases within a classification may not equal 113 because some respondents either refused to answer or were not asked the question. *Denotes small base.

DIALING RECORD MRD#AR-67-22 Total Dialings 9,941 No Television 128 Not Smoke 2,190 Not watch last night 536 Not remember program, set off, other channel 533 In program audience 220 In "Horse Show" commercial audience 113

-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 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 commerci.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 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 (inly 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 forg 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 verbatim. The verbatims are in two categories, related and in- correct recall.