Tobacco Documents Online

J Sn0g8 1007

CONFIDENTIAL ax4 - 46 7 .,?3 Advertising Research Report MRD#AR-67-23 August 7, 1967 WINSTON "MUSICAL NOTES" :60 ON-AIR TEST PIiBLISHEI) BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C.

TABLE OF CONTENTS Page No. Product Manager's Summary . . . . . . . . . . . . First attached MRD S umma ry . . . . . . . . . . . . . . . . . . . . . 1 Background Page . . . . . . . . . . . . . . . . . . . 2 Summary of Verbatims . . . . . . . . . . . . . . . . 3 Appendices . . . . . . . . . . . . . . . . . . . . . 4-5 Dialing Record . . . . . . . . . . . . . . . . . . . 6 Verbatims . . . . . . . . . . . . . . . . . . . . . . 7-13 Script . . . . . . . . . . . . . . . ... . . . . . . 14-15

August 7, 1967 Individual Copies to Messrs.: W. S. Howard Smith, Jr. Gray J. J. A. F. Albanese, Jr. Hind Bernard Ober R. A. Rechholtz C. H. Judge R. M. Odear, Jr. Jeffrey A. Greene W. R. A. A. A. G. Sugg Blevins, Jr. Weber Clay K. Lambeth B. R. Stewart John J. Bresnahan T. P. Haller RE: ON-AIR TEST - 60-SECOND "MUSICAL NOTES" Summary The overall related recall of this commercial was 23%, which com- pares with the company average of 25% for the eleven RJR 60-second commercials previously tested. Recall mainly centered around the taste claim with total unduplicated taste comments being 19% of the commercial audience, or 83% of those who gave recall. The situation element of the "Notes/singing" was remembered by 9%. Conclusion Related recall for "Musical Notes" :60 is about average for other regular, non-announcement type RJR :60 cigarette commercials. We feel that "Musical Notes" simplicity of major copy points, ability of the format to communicate the message, and a unique execution make "Musical Notes" a strong WINSTON 85 commercial. Indicated Action Continue to explore ways of attracting consumer attention to all elements of WINSTON advertising which are used frequently, to prevent their becoming stagnant and to communicate WINSTON's total selling message in a unique and entertaining manner. T. E. Sandefur, J ~T-T Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. ~ 1 li1W,c.( C /. T. P. Hal er A I ~ ' Jdhn J. JBres nahan

SUMMARY WINSTON "MUSICAL NOTES" :60 ON-AIR TEST (Day-after Recall) I MRD#AR-67-23 This is a study to determine the recall levels of Winston "Musical Notes" :60 commercial. Results 1. A total of 23% gave recall related to the test commercial: 12% gave specifically related recall, and 11% only gave generally related recall. 2. Taste sales messages were played back by 19% of the commercial audience, or 83% of those who gave recall. 3. The "...notes/singing" were remembered by 9%. C. Elizabeth Jackson Marketing Research Department 6/19/67

WINSTON "Musical Notes" :60 On-Air Test (Day-after Recall) MRD#AR-67-23 This is a study to determine the recall level of Winston "Musical Notes" :60 commercial. Location: Cincinnati, Ohio San Francisco, Calif. New Orleans, La. Atlanta, Ga. Indianapolis, Ind. Background: The test commercial appeared in the third position of the first half hour (at 7:50 p.m. EST) of "The Virginian" on March 1, 1967. Date of Interviewing: March 2, 1967 Method: Any adult who smoked at least one cigarette per day and watched television the previous night was eligible to be interviewed. 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 had seen a commercial for Winston cigarettes and, if so, what it said and showed. They 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. All respondents were classified by sex, age, education, and type of television viewed. Sample: Numbers were chosen at random from local directories. MRD Notes: Newport "Hawaiian Fancy" :60 was tested on a "free- ride" basis.

SUMMARY OF VERBATIMS Cities Combined Base: Total in commercial audience (151) ~ Gave recall Notes" :60 specifically related to "Musical 12 Gave only re Notes" :60 call generally related to "Musical 11 Gave recall related to "Musical Notes" :6 0 (23) DETAIL OF RECALL Salespoints Winston tastes good like a cigarette should 15 Winston taste good like your cigarette should 4 Tastes good/better, just 3 (Unduplicated taste comments) (19) Has good/better tobaccos 1 Miscellaneous salespoints 2 Situation Showed/funny faces/notes/singing 9 Sang Winston/jingle/song 6 Showed music sheet/bars/scales/symbols .4 One note was off key 3 Was/a cartoon/ariimated Put name on pack letter by letter/spelled 1 out Winston 1 Looked for right note 1 Miscellaneous situation 3 Gave incorrect recall 15 Gave no recall 62 100

APPENDIX I Men vs Women Base: Total in commercial audience Gave recall related to "Musical Notes" :60 No significant difference. Age Level Men Women (80) (71) 20 27 Under Over 35 35-50 50 Base: Total in commercial audience (31) (46) (71) $ $ $ Gave recall related to "Musical Notes" :60 32* 24 18* *Difference is significant at 86% confidence level. Education Level Grade School High School College Base: Total in commercial audience (36) (78) (35) $ $ $ Gave recall related to "Musical Notes" :60 22 27 17 No significant difference. B&W vs Color B&W Color Base: Total in commercial audience (117) 33 Gave recall related to "Musical Notes" :60 25 18 No significant difference NOTE: The sum of the bases within a-classification may not equal 151 because the respondentseither refused to answer or were not -asked the question. Also note that the bases are small. J 0 J ~

APPENDIX II MRD#AR-67-23 Below is a list of RJR cigarette 60-second commercials which have been tested and whose results have been published. BRAND COMMERCIAL OVERALL RELATED RECALL SCORE Winston "Home Movies/Skiing" 16% Winston "Montage" 19 Camel Menthol "Beach" 16 Camel Filter "Surf Fishing" 21 C ame 1 "Men & Railroads" 6 Salem "Down River" 13 Winston "Fireworks/Interrupter" 33 Winston 100 Green "Jetty" 51 Winston 100 Re d "Golden Pack" 35 Winston "Girl & Trumpet/Interrupter" 36 Winston "Girl & Trumpet" 25 Average overall related recall score 25%

DIALING RECORD MRD#AR-67-23 Total dialings 9666 No television set 133 Not smoke 2066 Not watch TV last night 659 Not watch test program 266 Not remember program, set off, other channel 261 In program audience 217 In Winston "Musical Notes" :60 commercial audience 151

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.

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.

WINSTON "MUSICAL NOTES" :60 RELATED RECALL--SPECIFIC 1. They were singing the Winston song. (Little notes on a page) The fifth one sang off key...The key board and the notes... Changing from a, to your, in the little .jingle...Good tobacco and tastes good. Female--21--College--B&W 2. The singing of the same old strain which Winston uses but the showing of notes and the striking of wrong notes something different...The blending of four faces on music bar. They were looking for right note. Female--52--High School--Color- 3. It was a song deal. There was a change in the tone of "Winston Tastes Good Like A Cigarette Should". It was like an animated musical...There was a musical score sheet and notes on the sheet were doing the song "Winston Tastes Good Like A Cigarette Should". .Male--29--Grade--Color 4. New one with notes, I thought it was very clever and well done. Unless its bad we do not comment on it, but this was really good. (My wife and I)...Notes were all in harmony, one was out and he made a sick grin when he missed and then got into place and they sang the Winston commercial song...Winston tastes good like a cigarette should. Male--30--College--B&W 5. Some people were singing, and one could not get the note right. They all looked happy...It was different. It sang out the letters Winston...Only that Winston tastes good like your cigarette should. Male-44-High School-B&W 6. It was a musical scale...The scale and the bars, the different notes were singing...Winston tastes good like a cigarette should... Winston is supposed to be the #1 cigarette now. Male--29--High School--B&W 7. It was played on a chord on the piano. It was playing notes. It was real cute...I saw the notes and then it showed the pack of cigarettes. How they clap them (the top and bottom half of the pack of cigarettes) ... They taste good like a cigarette should. Female--27--High School--B&W 8. Oh, just the singing part of it. (They sing Winston taste good like a cigarette should.)...It showed musical notes. (just the musical notes dancing across the screen)...That they taste good like a cigarette should. 0 Female--25--High School--B&W

-8- WINSTON "MUSICAL NOTES" :60 RELATED RECALL--SPECIFIC (contd.) 9. There were five little faces. They were funny, and they sang the Winston jingle...The little faces and that is about all. It was new...Winston taste good like a cigarette sh ould. Female--49--High School--B&W 10. They had a white block that had Winston and the music sheet like notes that sing...Winston taste good like a cigarette should. Female--56--Grade School--B&W 11. It was that song thing where theX had the notes and somebody is off key...It was a music staff with notes on it singing. Female--36--College--B&W 12..:_Winston tastes good like a cigarette should...I just remember the pack of Winstons. It was sort of dancing, coming close to the screen and going back...They taste good. Female--24--Grade--B&W 13. Those 3-4 funny faces whistling,then they sang...It looked like some kind of nut. Pictures of tomatoes or something like that... Winston tastes qood like your cigarette should. Male--Ref--High School--B&W 14. Showed a Winston package. It was a new commercial. They played their jingle. The package came on in a different manner...The package came on in an unusual manner...Largest selling filter cigarette in America. Tastes good like a cigarette should. 15. 16. 17. Male--56--College--B&W Winston taste good like a cigarette should. Musical notes jumping around...Winstons have a new type filter...Filters are better for you. Male--50--High School--B&W It was different. (It was brought out different with the musical symbols.) Male--31--College--B&W The new way they are putting it on. Spelling the name on the pack putting one letter on at a time...The box with the letters being put on one at a time...It is the number one cigarette...The original filter. The number one selling cigarette. Male--48--High School--B&W 18. It was a cartoon commercial...It was the leading brand. Male--29--High School--B&W ~ 0 N O

-9- WINSTON "MUSICAL NOTES" :60 RELATED RECALL--GENERAL 1. Winstons taste good like a cigarette should...Winston taste good like your cigarette should...Better tobacco and better taste and all that. Male--87--Foreign School--B&W 2. They smoke like a cigarette should...A red package. It has a flip top box...Tastes good like a cigarette should. Male--63--High School--B&W 3. It was a little cigarette jingle that they (a group) sing about Winston tastes good like a cigarette should...It just showed the picture of Winstons. Female--45--Grade--B&W 4. They had a little old jingle (Winston tastes good like your cigarette should)...The package of Winston cigarettes. Female--54--High School--B&W 5. Winston tastes good like a cigarette should...Winston tastes good like your cigarette should. Female--76--Grade--B&W 6. That Winston taste good like your cigarette should. Female--38--High School--Color 7. A package of cigarettes was shown real big...Winston tastes like your cigarette should. Female--58--High School--B&W 8. A pack of cigarettes came fluttering through the air...They were mild. Female--36--Grade--B&W 9. They say Winston taste good like a cigarette should. Female--44--High School--B&W 10. Winston taste good as a cigarette should. Female--43--High School--Color 11. Winston taste good like a cigarette should. Male--40--High School--Color 12. They always say it is a high grade cigarette. Winston tastes good like a cigarette should...Tastes good like a cigarette should... Winston tastes good like a cigarette should. Female--73--High School--B&W

-10 WINSTON "MUSICAL NOTES" :60 RELATED RECALL--GENERAL (contd.) 13. Winston tastes good like a cigarette should. Male--58--High School--B&W 14. Winston tastes good like a cigarette should. Female--59--High School--B&W 15. Winston tastes good like a cigarette should. Male--62--Grade--B&W 16. Winston tastes good. Female--67--Grade--B&W 17. They (the man that was announcing) talked about the flavor. Male--31--High School--Color

UNRELATED RECALL - "Musical Notes" :60 1. Winston tastes good like a cigarette should...It has a filter blend. Winston is the No. 1 seller of all brands...It's No. 1 cigarette...It filters nice, extra length. Male-50-high school-B&W 2. Winston tastes good like a cigarette should...A man with a black eye, they always have them. They say "I'd rather fight than switch."...Winston tastes good like a cigarette should...It's a mild cigarette. It's the only pleasing filter, they say it's one of the top-selling cigarettes. Male-43-high school-B&W 3. They (commercial) said they were the largest selling brand... I remember the pack with the name across it...It was the largest selling brand of all the others. Male-25-high school-B&W 4. Winston taste good like a cigarette should...Some girls sing the song about Winston...To get people to smoke more. Female-54-high school-B&W 5. I saw a bunch of people and they were dancing and it ended up, instead of the regular way it ended like your cigarette should... There was an orchestra and these people were dancing...Winston taste good like your cigarette should. Male-74-high school-color -6. You see them walkina on water...I.mean a stream. Female-68-high school-B&W 7. A young lady is singing with a group. She has a very attractive voice. A man with the horn was playing the theme song...Leader in the sales of cigarettes. Male-79-high school-B&W 8. Winston tastes better than any cigarette. It's a rhyme...There's a pack of Winston on the screen. A man and a lady in the distance singing Winston tastes better than any cigarette...Winstons are a favorite of most people. Female-59-high school-B&W 9. Winston taste good like your cigarette should. Started (men) an early work day and stayed late hour and took a cigarette break. It's on the horse farm where they work late...Winston taste good like your cigarette should. Female-61-high school-B&W 10. Winston tastes good like a cigarette should...It seems to me a man riding a horse. Only thing registered with me, Winston taste good like a cigarette should...That they are a good cigarette. Female-47-college-B&W

UNRELATED RECALL - "Musical Notes" :60 contd. 11. Band plays Winston tastes good like a cigarette should...Attracted my attention...Usual thing. Male-33-college-B&W 12. The two match sticks slipping back and forth and the faces painted on the matches...The package of Winston and the thing of matches... The Winston taste good like a cigarette should. Female-59-college-B&W 13. They drive past with a big sign on a truck. And then there's the music that goes with it...Winston tastes good like a cigarette should. Male-58-college-color 14. They're the No. 1 selling cigarette, that's what they claim. Male-50-college-color 15. There's a girl. The girl floated away...They taste good. Male-52-college-B&W 16. I think that's where they end up where they pick it up off the rock. (It's a menthol cigarette.) They say they are looking for freshness. The cigarettes was sitting there on the rock...They taste good like a cigarette should...Tastes good like a cigarette should. Male-67-college-B&W 17. Where they were in a canoe, they were jumping out of the boat onto a dock, a fellow and a girl, the fellow jumped out of the boat... They showed the scenery, where they were in this place, it was on a mountain stream...They were a leading cigarette...How good they were. Male-71-grade school-B&W 18. It is the biggest seller in the filter tip cigarette...They're mi1d...They claim they are the biggest selling filter cigarette. Male-78-grade school-color 19. There is a cowboy and some horses...A cowboy and horses. • Male-56-grade school-B&W 20. Man on a horse...Winston tastes good like a cigarette should. Male-69-grade school-B&W 21. Winston's taste good like a cigarette should...I think they were in a boat fishing.(It was 2 men. They pulled up to the side of the bank and there were a lot of trees around them.) 0 N C Male-67-grade school-B&W

UNRELATED RECALL - "Musical Notes" :60 contd. 22. Well they sang a song about them. They were smoking them. (The girl that was doing the singing.)...A musician would press down on the key of the horn. After they played it she (the girl) would go wah-wah-wah-Winston tastes good like a cigarette should...Well they said they tasted good. Female--69--Grade--B&W

TELEVISION COPY WI LLI AM ESTY COMPANY INCORPORATED A D V E R T I S 1 N G 100 EAST 42ND STREET • NEW TORK, N. Y. 10017 • 697•1600 -14- f Ite lT e Royl'l*J7 Cdo T^ o:'a1. Q: c0 C{.'i :P"iil: t•r1NSAO.J CIGAIL3T1'ES I'n0~i (a.i~^a : ~t~'J%!'w•`.>'.I. °1'.;~I:+ O.ar.c..raia-aarJ o01CJ i 3.tl.z-;> d:':,:~.:5 d.,Itti V..3 rctc:D on in 3o C.,`_ to n:o`.:z,:, rophir;g cn ~i0 c'tloiusn uo J:4r.310 a3.': 1•s flit..'h !~'..fs19o on :7.A•Lh F111.°'~'?:3t,...•~i fF.i,c 1A.°"_d ."..a=:..~c''.+:i;~ ~ c.w over sJ''.-"~~ :,j. }-iy[:~ ~: a~..Otc 3 ~-=s r.~i 1 Gtl ~.Yl :rri: : ~a7J~+2rs°:1.:'.o ~'1S?!3 ItsJll~tr~ .~..1,~ o ;.~•i°-^t~r with fi',co as ssir~~,cr a „a1~ h_.~: "dl•~,~-!~;ar''o I-?of;c+ jtm;17, aL: over staff in of eo3r..ct p?,ac^ ao votice oE'::~r .3.°t's?zz:`sa tryirJ GiiffeE'vat kqys ti.0 cori'vct, rotvoo Fl._.~a21y note stopo td'+.h c r~Gr~z ~aea a-ciroBsion on itd fF.m, 70 AUnzO QT ~ o Co:O'?US VAu.i ,L1tiLi UY' (Vo 00 ) 1rL 1'iTr~ ME'iD :11 LA I-A I-TCo 2, C±:JFiUS HIM FIRST Jy'M 0.' t711S?`0Id LT11tiST-0il W,5'M GOOD LIKE A CIGARETTE SHOUi.1Jo 3. G.:Of~L"3 SUIGS: (V.0, ) t•1i?aston ta.st.,-, j}7 S=lk-,TiLbuSL: (7 00O - OFF "201 ) o 0 0 1..~+~'~o 0 0 o c o 60 wINGi'.Re' (Ve0o -" 0"P' KEY) U:aooo111,~.'20oo1i!~fooo like 0 0 0MCjn o o IikO ... Uh30 0 0 31.•'.r^.o 0 03-a1!.C; o 0 0 Q.:h~r r.c;t.::; c!J ~solvo on aroumd a,bov,a ui3 sin37o CHORUS: (IN TUNE) J.ikL aciga.matto ohcu.tl, in 8, Top Ecid 'o:: btoa of Wi.a 3t-1o:1 Packk dissaLVa ono P^dd; 3 "~e'.rsa'cer.'' sc-.tioa dAmol,ez 3a in c;,os,", to veD~-ple"t;o psc~.~o So 14ii ~r.=' o4' ya.'l3ai,' diSc^.OlVn; out ia.°+m-o^.o Eo ?.'hcal I changea to YJimzton..o 0 9. 11:eooTecorjcocscocTcco0cccNo 1z-: 14-:c}rz :; T N 3 T 0 14 pP;,- on o--,c; a:, a t:Lna i;-~ zync :rs.-Jao outlllma c~:' L~.~.c: o 10. of pao.%, E`atizyE iliaida of 10, I o!la.-ig~ for gvod., 1 i, Du; to ~;TJ b-111 s e.°esn of word "U1USE", 11. Gsuse, o 0 s U 0 1.2, D~_~: o1.va to one ciraz•ettc ho~~ ~a:~t al?;> ~ 12. Igot ;,oed tw3lu®o 0 0 s cn on i?s'1tjcT1' .!' vo .. O 13o D_' ssclfo zthr1 c inaratte.s to St-wf:f with 130 0 0, lilko I hnfv Iunould.o N O~ fi va aot ~: c+r, :~t (~.= ~s n Jtos Es ahov3 itir3.th un-+.,c>c- fac-ea). Thoy si>ia,,

TCLEVISION COPY W1 LLi APSi ESTY C Oi'r,9 PANY INCORPORATED A D Y E R T 1 S 1 N G 104 EAST 42NO STREET • NEW YORK. N. Y. 10017 • 647•1600 title clo:•t?y- cruLL1,S ~f~GR-~: ~-~ .,,~.. -15- Rv c.To H:y2?ol:!9 Z'6JacS.'9 f'iC7:?'arlii y tr?1aaTO:1 c~~1~~ ~? ~~a ` :~~a«:~ RoL' r", d 60 scconda t s~ ~tI VL~1 ~ i~ L9.1"r.1 hold Uli I v:. Cii t, t,v ra a3'1 f3~ r,~ , ,,•~i.~...,-, i'C a?:3 Ci: 1r t .lf. L P.', .. ~i n~ ~ TS ~~ '~.~.! L+i. L =.Ia O ~1'v T r~ ~yv~L! ) ~•~11 . ~` ij~iAl.Ut!•~.Un ~t! :SG ~y 't.' 9•d.~~V~i A3r.•.'.c A._.....7~.i 21 3p-'J•-J on Fa'vuTA- iL c^.2':.C; .°0,`•.`~" ~.T3 ~U 9 -~ ~ 6'v L~(...ad ~. ,~ ' do G~,.!a T uck0 15" igcr;3 .8-ike iju CTZO'i.o 9&. y:.ti char.sfl to :~3 ~~ :c~ap o e 17O CHO`i:YJa CI;V RIUtJ1.U1.1 B~.~~+IAO 1(:ip Zsi0i:iTU" 0 0 oa'Cfv. G`:Ie22Ly:: for EoA'lso 2v+f10 0 0 0• t°.1 VOc •~--+lU 0 0 '` ~ C~~'7.'1 nll . 7 jr600 - G.'.' `~ti {~ 1 d •e~p Uti.L.~by .. 2~L•y, COO~+ds~ti10OO !~>.rp [i+lSY CC~~.11 L.S:1J., ... .F.i21e a C.LVU~I'vNYi:I s'bl~l..~~:0 ~`:' ~rj't ^'t~~r~~. `~~o Oo y c,+'? ~ia~. YCt a. ~.~:~j 2n ~p ~..~i~t0R.~.:,a~, e +'"O o p ?_!;p to r?of;oa 7IV L''n '° ! L``~.. _ L' `v .4 ~~'.' ~ l'J U rJ~~jr3 ti-' }O O O O C:+.~-i3 3 L Lte oI 1 Ju].SIt p w s n...•.... x. ~ ~ 0 N J