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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.

-8- PALL MALL FILTER "HORSE SHOW" :60 SPECIFICALLY RELATED RECALL 1. Where the man measures the cigarettes they show the extra length...Men and women sitting outside somewhere. The extra length...Outstanding and they are mi1d...That they are mild. You get more smoking pleasure since they are longer length. Female--23--High School--B&W 2. Oh, about a woman liking the gold pack or some trash like that...I think they were on a boat...About there being the best ones because they were longest...Appealing to the woman because of the pack. Young smokers and women because of mildness. Male--24--College--B&W 3. They are longer in a certain pack and they have true flavor. It says, I know what I like and I like Pall Mall...Girl that had the cigarette and she said, "I know what I like and I like Pall Mall." Nothing too outstanding...True flavor of fine tobacco...True tobacco flavor and they were longer. I Female--67--High School--B&W 4. The announcer said it was longer but it had the same tobacco... A group of people together. They were comparing the lengths of cigarettes...They(group of people) were talking about the length and they used the same type of tobacco as they did with regular Pall Mall. Female--23--High School--B&W

PALL MALL FILTER "HORSE SHOW" :60 GENERALLY RELATED RECALL 1. Long one in a gold package...A man sticking out a cigarette. Putting it in his hand...They are supposed to be good...They are supposed to be longer and with a filter on it. Female--39--College--B&W 2. Recommend them highly and less nicotine and things like that... Ideas about being so good. They are longer and milder and things like that. Female--Refused--Refused--B&W 3. They showed difference in the cigarette, the length...More smoke than the other kind, more to them than the other kind. Female--48--High School--B&W 4. How good they were. Male--65--High School--B&W 5. Pall Mall was longer than the other...Pall Mall were longer that the others. Female--73--Grade School--B&W 6. The long cigarettes...Just long cigarette. Longer than the other cigarettes. Male--63--Grade School--B&W 7. The filter tip Pall Mall is longer than other cigarettes... That they were longer. Female--44--High School--B&W 8. Something about its length. The same cigarette with the filter in a gold pack...The filter cigarette with a real tobacco taste. Male--43--High School--B&W 9. It has the same taste as a regular cigarette...It has the same taste as a regular cigarette. Male--39---Grade School--B&IN, 10. They (Pall Mall Co.) was talking about the length and the full flavor you get from the length...You see the red pack and I don't remember the rest...About the long length the easy draw and the filtering of the smoke because of the long length. Male--53--High School--B&W

-io PALL MALL FILTER "HORSE SHOW" :60 UNRELATED RECALL 1. They (a male voice) were talking about the extra length and they had a ruler to measure the length of a lot of cigarettes... They had extra length and fine tobacco...To me the amazing thing was the length and it caught my eye because it had a ruler. .. Male--32--College--B&W 2. Something about the size of it. Somebody put a "rooter" in the cigarettes and one of them came up bigger and longer than the others...A gold package, and a man...Something about the extra length. Male--33-- College--Color 3. They showed the pack, a couple with the pack. They were smoking them. I think they had something about the menthol one. (Told about the freshness of it.)...The packages and the couple smoking them...Something about the filter. (It filters longer and smokes cooler.)...Romance and smoking cigarettes. (Gave the idea of romance and cigarette smoking.) 3 Male--52--College--B&W 4. They showed that it was longer than the four other kind... The people on the commercial said, "My cigarette is longer than yours."...It was a very smooth smoking and longer lasting and that you should try it. Male--50--Grade School--B&W 5. These fellows were sitting around and one guy said,"My cigarette is longer than yours"and this other fellow said, "No it isn't." To prove it the first fellow held up one cigarette in one hand and a regular cigarette in the other hand...They (two men and a girl, because she smoked one of the cigarettes) were standing on a boat or porch ledge or something like that. They (the girl, she was talking, she said she knew what she liked, a Pall Mall) talked about pure, true tobacco that it was mild and outstanding...They were proving that they were longer and milder tasting. Male--45--Grade School--B&W 6. It was a green pack. Male--39--Grade School--B&W 7. It is a true cigarette. Blue and green pack...They swap cigarettes from one another. Female--53--Grade School--B&W 0 0 s co ~ 0 0 w

-11 PALL MALL FILTER "HORSE SHOW" :60 UNRELATED RECALL (contd) 8. They (people in the commercial) were going to see which one was the longest cigarette. The man in the commercial was going to pick the longest. He knew how to pick the best because that was the longest which was Pall Mall. There were also some antique cars in different situations...The pack was in gold. A ring of cigarettes, some were long and some short. A man holds a long and a short cigarette in his hand. You can see the long one was a Pall Mal1...The best one is the long one. Female--35--High School--B&W 9. They were talking about the gold pack. The pack had Pall Mall filter cigarettes in it and it was longer...There were a bunch of people having a party and smoking...All I remember is they said it was the same good tobacco but the cigarette now had a filter in it. Female--28--High School--B&W 10. They just say it's longer and it has the same tobacco...I'm pretty sure they were at a party and around a table...That it was the same tobacco as regular Pall Mall and longer on f lavor . > Female--23--High School--B&W 11. A guy took the cigarette in his hand, with his eyes closed and pushed them and picked out the longer one...People sitting by a table...Same tobacco with a filter on it...Pall Mall has a filter. Male--29--High School--B&W 12. It's about a new commercial. A new cigarette they have out. A longer cigarette...It shows a smoker. A man with a beard. and whiskers and they are on fire. The man talks on the phone and the cigarette is in the way...There's quite a bit of difference in length between the old and the new...Just wanting to sell it. Different from the old cigarette. Male--32--High School--B&W 13. The commercial showed the filter tips and the regulars. The filters were the extra long ones...Smoke filter tips. Female--47--High School--Color 14. This man and another man were talking about the length of the cigarettes. That the package comes in.different colors...These men were talking about these cigarettes. They were at a party. The different colors of the packs were shown...One (cigarette) was a longer length than the other one...They are longer. Female--39--High School--B&W

PALL MALL FILTER "HORSE SHOW" :60 UNRELATED RECALL (Contd) 15. It's a?.c.nger cigarette. A man holds (other people's cigarettes) them in his hand and Pall Mall are longer...All these people together and a man gets a cigarette from each one and puts them in his hand. Pall Mall were the longest...You get more smoke out of it and it's milder to smoke. Female--46--High School--B&W 16. They are longer...Just showed the pack of Pall Mall. The coolness of the taste of it. Showed spring flowers...Lasting longer, and tastes better. Where particular people congregate there will be Pall Mall. Male--39--High Schcol--B&W 17. Talking about where they found out the difference in length. They were showing how much difference in length and showing the gold pack. They were on a beach...Man and woman comparing size of cigarette. They were on the beach swimming or something all I remember...Talking about mildness and the same length and filter tip...Talking about mildness and the same length and benefit of the filter. Male--40--High School--Color 18. They're longer than other and the guy picked out the longer cigarette...Seen the guy when he held the cigarette up there and tapped that one up in the whole bunch in her hand (Pall Mall up)...That the Pall Mall is the original with the filter tip put on it. You smcke the whole cigarette and part you'd throw away before the filter was put on it. - Male--45j-High School--B&W 19. They (the con,mercial, the people) talked about the extra length. (Respondent started to give recall on'Bensons)...Twc guys (two fellows) talking about it...It has a real taste. Real tobacco taste. It has the extra length. Female--52--High School--B&W 20. They are longer...A group of people, one man saying "I bet my cigarette is longer than yours." Male--55--High Schocl--B&W ~ ~ 0 A

-13- A U ri n c: Y . t) r; tI r; N a A n I 4 i T Y Tip Pall Mall. ~.r s1 c/r. .~clrl'L+lnn C~oi~rrncrfJrrlo ~ ., 07D 'C. JCftICHO TUItNf'IKE: • HUNTINGTON 6TATION, L. L, N. Y. 11'747 • Pall Mall Filters No. 111 ~ . 41 ~{Oi'Sc- ShGI: ~ ! Min. ~hots of horsc jump, antique :ar, carnival, marina. Zoom .fter each on couple with one ,arty comparing longer length. ifarina .voman runs finocr .long pack on deck table. lor' )ntal cioarette. "Famous engt.,L'' supered. Finger along obacco length. iirl puffs, "Natural Mil•dness" upered. )ack with "The Luxury Length'- :ioarcttc", followed by "Out- tandins, and they are mild." 0 PHONC HA 9•OO:,O Saturday, January 28, 1967 "Movie" NBC-TV 9:00 P. M. AN: Discovered at the horse show, the new luxury length. Discovered on the road, the new luxury length. Discovered at the marina, the new lonscr length of Filter WOMAN: Mmm, like that gold pack. Does it have the same Pall Mall tobacco? AN: Identical, the finest quality monty can buy, ' WOMAN: Smooth, pleasing flavor. I know what I like, and I like Pall Mall. Pall Mall's famous lenpth of fine tobaccos and the filter tip. Result, you get Pall Mall's natur-al mildness in a filter cigarette. •Natural mildness that rneans just one thino. AN: Discover the luxury lenoth cigarette, Filter Tipped Pall Vlall, packaged in gold. Outstanding, , , . , . , AN: And, they arc mild. ~ 0 0 a