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CONFIDENTIAL Advertising Research Report MRD#AR-67-25 9 SALEM 100'S "EXTRA TIME #2" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C. ~ 0 0 ~ m ~ 0 ~ ~

TABLE OF CONTENTS Page No. Product Manager's Summary ..... First Attached MRD Summary . . . . . . . . . . . . Second Attached Background Page . . . . . . . . . . . . . 1 Summary of Verbatims . . . . . . . . . . 2 Appendi ce s . . . . . . . . . . . . . . . 3-4 Dialing Record . . . . . . . . . . . . . 5 Related Recall . . . . . . . . . . . . . 6-8 Unrelated Recal l . . . . . . . . . . . . 9-10 Script . . . . . . . . ... . . . . . . . 11

August 28, 1967 Mr. W. S. Smith, Jr. CC-Mr. R. A. Blevins, Jr. Mr. R. M. Odear, Jr. Mr. Howard Gray Mr. B. R. Stewart Mr. C. K. Lambeth Mr. C. H. Judge Mr. J. J. Bresnahan Mr. T. E. Sandefur Mr. W. A. Sugg Mr. J. A. Albanese Mr. T. P. Haller Mr. R. A. Rechholtz Mr. J. F. Hind Mr. Bernard Ober Mr. G. R. Holmen RE: SALEM 100 "EXTRA TIME #2" :60 ON-AIR TEST Summary According to our testing procedures, this commercial did not score well for an "introductory" TV commercial. The blandness of the situations and the underplaying of the announcement copy contrib- uted to the overall weakness of the commercial. This pool will be replaced by a new pool in the near future. The new pool uses an attention-getting opening and humorous situations to improve viewer involvement. These techniques along with stronger product sell should produce a stronger commercial pool for SALEM 100. Y i A. G. Weber Mr. T. P. Haller of Marketing Research Department agrees with.this summary from a technical standpoint. T. P. Haller 0 0 w ~ a c ~

SClMMARv SALEM 100'S "EXTRA TIME #2" :60 (Day-aiteh. Reeatt) MRD#AR-67-25 This is a study to determine the recall levels of Salem 100's "Extra Time #2" :60 commercial the first five times it was telecast. Results 1. "Extra Time #2" :60 obtained an overall related recall score of 19%: 13%, specifically related; 6%, generally related. 2. The extra length was recalled by 14% of the commercial audience, or 74% of those who gave recall. Comments about "smokes longer/more to smoke" were made by 5% of the commercial audience. 3. A total of 5% remembered that the brand is new. 4. Situation recall was general, with 4% remembering "Man in park/girls...etc." Conclusion The results of this test indicate that "Extra Time #2" is a weak commercial. The overall score of 19% is considerably below the RJR average of 25% and is little more than half the RJR introductory :60 average of 35%. Recall of sales messages other than extra length was poor; "newness," in particular, was at a disappointing 5% (26% of overall score). Visual recall was extremely weak as the most memor- able element was the new package (0). There are several possible reasons for the poor efficiency of the commercial. The low visual recall suggests that the various situations illustrating the "Extra Time" theme were either not unusual or not interesting enough to be memorable. The low sales point recall could be attributed to the fact that the situations do not reinforce the copy points in such a manner as to present a meaningful message to viewers. C. Elizabeth Jackson Marketing Research Department CEJ:bg 0 Attachments ~ ~ m 8/4/67

SALFti4.100'S "EXTRA TIML #2" :60 ON-AIR TEST (Day-aiten. Recatt) MRD#AR-67-2S This is a study to determine the recall levels of Salem 100's "Extra Time #2" :60 commercial. Location: Sacramento, California Background: The test commercial appeared five times on five differ- ent dates in order to accumulate an adequate base. The table below shows the dates of broadcast, programs, times, and commercial posi- tions of "Extra Time #2". Date Program Time (PDT) Position June 20, 1967 "Invaders" 8:36 lst June 25 "Saint" 11:15 4th June 28 "Virginian" 8:36 5th July 5 "Virginian" 7:48 2nd July 9 "Sunday Night Movie" 9:37 5th Dates of Interviewing: June 21, 26, and 29; July 6 and 10, 1967 Method: Adults who smoked at least one cigarette per day and who had watched television the previous night were 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 had seen a commercial for Super King Size Salem and, if so, what it said and showed. Respon- dents who had seen the test program were asked whether they had seen the scenes just before, during,and just after the commercial. Activity and program prompts were used to determine whether the respondent was actually in the commercial audience. Sample: Numbers were chosen at°random from the Sacramento telephone directory.

SUMMARY OF VFRBATIMS AR-67-25 Base: Total in commercial audience Gave recall specifically related to Salem 100's "Extra Time" Gave only recall generally related to Salem 100's "Extra Time" Total who gave related recall (unduplicated) DETAIL OF RECALL Salespoints Is longer/extra length/100 mm. long Smokes longer/more to smoke/extra puffs/lasts longer Is new cigarette/just came out/has new package Is good/better/superior/cigarette Is refreshing/refreshes your taste Is cool/smoke ((Unduplicated "cool/re5reshing") Is/has/menthol Is mild Gives more/pleasure/enjoyment Has/good/smooth/taste Miscellaneous salespoints Situation Showed/green/and/white/new/good-looking package Showed/mountains/man/in park/girls/water Showed regular size beside SKS pack/comp4red lengths Showed piece of cigarette joined regular to make it longer Showed scenery, just Played/different music/song Showed/man/people smoking Miscellaneous situation 14 5 5 4 2 2 (3) 2 3 2 2 1 4 2 2 1 1 1 1 Total Test (146) $ 13' 6 D. Gave unrelated recall ~11 Gave no recall 70 100

APP6NDIX I AR-67-25 Men vs. Women Men Women Base: Total in commercial audience (77) * (69) * $ $ Gave recall related to Salem 100's "Extra Time #2" 18 19 No significant difference. A~e Under Over 35 35 - 50 50 Base: Total in co.-unercial audience (46) * (52) * (45) * Gave recall related to Salem 100's "Extra $ ~ $ Time #2" No significant difference. Education 17 19 20 Grade High School School College Base: Total in commercial audience (12) * (91) (39) * Gave recall related to Salem 100's "Extra $ $ $ Time #2" - 22 '18 No significant difference. B & W vs. Color B & W Color Base: Total in commercial audience (85)* (59)* Gave recall related to Salem 100's "Extra Time #2" 14** 25** **Difference is significant at 89% confidence level. NOTE: In some instances the sum of the bases within a classification may not equal 146 because some respondents either refused to answer or were not asked the question. *Denotes small base.

-4- APPENDIX II INTRODUCTORY COMMERCIALS Below is a list of the tested introductory and 60-second com- mercials, both RJR and competitive, and their scores. RJR BRANDS BRAND COMMERCIAL OVERALL RELATED RECALL SCORE CAMEL FILTER "Library" 38% CAMEL MENTHOL "Beach" 16 WINSTON 100 GREEN "Jetty" 51 WINSTON 100 RED "Golden Pack" 35 Average overall related recall score 35% COMPETITIVE BRANDS Pall Mall Filter "Party" 32% Benson & Hedges 100's "Disadvantages" 41 True Filter "Blue & Green" 47 Average overall related recall score 40% RJR 60-SECOND COMMERCIALS Below is a list of RJR 60-second commercials which have been tested during the current season 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 CAMEL "Men & Railroads" 6 SALEM "Down River" 13- WINSTON "Fireworks/Interrupter" 33 WINSTON 100 GREEN "Jetty" 51 WINSTON "Girl & Trumpet/Interrupter" 36 WINSTON 100 RED "Golden Pack" 35 WINSTON "Girl & Trumpet" 25 WINSTON "Musical Notes" 23 Average overall related recall score 25% ~ ~ s 0

DIALING RECORD AR 67-25 0 Total dialings 13,222 No T.V. set 176 Not smoke 2,666 Not watch last night 981 Not remember test program, set off, other channel 497 In program audience 215 In Salem 100's "Extra Time #2" commercial audience 146