Tobacco Documents Online

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 verbat.im 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 exampJ.e 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.

-6- SALEM 100'S "EXTRA TIMF 02" :60 ON-AIR TEST Re..Ca-ted Recatt - Speci6ic 1. They tell that it's long now. It shows the short and the new long cigarettes side by side...The package is green and they show some water--the cool water...They're mild, cool. Female-54-college-color Showed both packs. That's what I smoke, so I remember. It 2• showed green water, mountains, it's refreshing. Oh, I took a cigarette while I watched it...Twice as refreshing. It's a good looking pack but it won't fit in cigarette case. That's why I don't use them. I don't like tobacco in my purse so I can't leave them loose, so I don't use Super K. S. S...That you get so many minutes more of pleasure smoking them. They just came out, they are new...That they're refreshing, menthol, they're cool. Female-59-high school-color 3. It had a picture of the new package at the end (commercial)... Some outside scenery, lots of green...That it now comes in the Super King Size and you will enjoy it...They have a cigarette now that compares with all the other brands. Female-48-high school-color 4. It lasts several seconds longer. It's more refreshing (cigarette)... They had a King Size package and the cigarettes before it was King Size and then they added the filter tip and made it longer. Someone (a man) sitting in the park smoking Salems...It's longer. You have more cigarette to smoke. Female-44-high school-B&W 5. They have changed the musical background (from the usual Salem commercial and it caught my attention) ... There was a young lady and a big pack of cigarettes. She was by a lake...The background music just caught my attention...The taste and they mentioned menthol (the taste was much milder). The length, the increased size with a smooth taste. Male-62-high school-color 6. It had a new style package (Salem cigarette) and it was super king size. There was a man on the screen...I remember a man smoking a cigarette, and a shot of the cigarette pack with the writing on it...It was longer than the rest...You can have a longer smoke. Female-25-high school-color 7. Salem cigarettes are long and it was better, remind me of spring...Longer in length. Get more out of it...The length menthol. You get more enjoyment out of it. 8. 9. Female-37-high school-B&W It's a new kind of cigarette and very mi1d...They are longer and are menthol. ~ u 0 n Male-59-college-B&W ca 0 Mountain greenery...That they are longer...that they are milder ~ ~ and taste better, etc. King Size cigarette. (the usual cigarette ad). It's Super Male-42-college-B&W

-7 SALEM 1'S "EXTRA TIME #2" :60 ON• 'R TEST ReZated Reca.CZ - Speei5ie (eon.td. ) 10. The cigarette box was larger and I believe it was green in color...It (cigarette) was going to last a lot longer than some of other ones (cigarettes). Male-39-high school-B&W 11. Some people getting ready to smoke and the size of them...That they had that much more to smoke...That they had a longer cigarette now the Super King Size cigarette. Female-66-high school-color 12. The fact that they also have come out with long ones like all the other brands. Didn't seem to be a lot of discussion back and forth. It seems many people were accepting Salem without much discussion right away...Emphasized the majority of the cigarettes is the good taste...It's original. The fact that it's the new type of cigarette, is longer. Male-29-college-color 13. Extra length-longer than any other cigarette...They (commercial) compared the length of the cigarettes...New King Size Salems are extra long. Male-51-college-B&W 14. They are 100 mm. long and the same as the old Salems...Some- thing about a regular Salem chopped off end that rolls along side to show off extra length...The extra length...Extra length. Male-38-high school-B&W 15. It gives a few more puffs...Just long cigarettes and just how much longer-- they smoke : - - ---- - - ------ - ------- --- Male-45-college-color 16. They talked about the flavor, the length and the popular price. (Didn't pay that much attention, don't remember the characters in the commercial.)...Just the extra length and the flavor... The Salem is longer-you get more puffs, so it takes longer to smoke. Female-60-high school-color 17. Longer smoking time but then they would be as they (announcer) said they were extra long. Female-72-high school-color 18. Good looking girls all over the superior to other cigarettes. place...That Salems were Male-33-high school-color 19. Some guy and his wife out in the country with their dog. I don't think I can remember anymore...They're trying to sell Super King Size Salem. They had the regular size sitting beside the Super King Size pack and then about 4 of an inch of cigarette joined the regular cigarette to make a king size...They're economical and you get more for your money. • n,r , i „ - 7 i - V, ; ..t•, - ,-.t, .... I _ n , T.,

-8- SALEM 100'S'LXTRA TIME 02" :60 ON-AIR TEST Reta.ted RecaZZ - GenenaQ l. They showed the size package on television...They were advertizing how much better the cigarettes were. Female-SO-high school-B&W 2. There was a song. Something about-smoking cool and refreshing cigarettes...The package...It smokes cool. It's refreshing... It's got the other brands beat. When you're out in the hot weather you like to relax and have a nice cool smoke. Male-41-high school-B&W 3. I remember the pack of cigarettes took up nearly the whole screen. They hold it up close to the camera. Well, it was green...Just scenery, that's all I can remember...They're longer. Female-2l-college-color 4. Still get a good cigarette only longer. Male-57-high school-color 5. Super King Size 100 mm. menthol in popular prices is all I can remember. Male=31-high school-color 6. That it has a longer length. The same green and white package. 7. It is Female-28-high school-B&W a larger cigarette that most of the others. Female-21-high school-color 8. Something about mountain scenery. Male-42-high school-B&W

-9- . SAL6M 100'4 "EXTRA TIME #2" :60 UNRFLAT6D RECALL 1. A man laying on a beach. Male-26-Ref.-color 2. A girl and a boy in a boat, and then walking. It!s a cool smoke and more smoke per cigarette...Salem cigarettes. Female-53-grade-B&W 3. They go around (like the Lark commercial) in the car and advertising. They like the taste and all that stuff. (They talk about)...I saw where they were singing a song. They always sing a song. Sometime they are in a boat...Saying that it's refreshing, light, mild and satisfies. Female-68-grade-B&W 4. All I remember is that they have it cool and there is a stream or something like that...It usually has a picture of a man and woman and they are sitting by a stream and it is real cool... Something about 100 mm's long...Just that they are cool. Female-43-college-B&W 5. Two packages (of Salem). It was spirited (The way the fellow talk had nice voice)...The two size of packages. Female-64-college-B&W 6. The package was white on bottom and green on top...It was a menthol cigarette...It cost more. Male-21-college-B&W 7. I saw them advertising about the super king size cigarette (Salem cigarettes) and the pack comes floating down at you... I don't recall any particular scene just the sky was the back- ground...The smokers of Salem cigarettes now had a super king size cigarette. Male-39-high school-B&W 8. A girl running across the field...The package and a man with the girl. (The menthol) Nothing but the green pasture...That it (cigarette) was cool. The spring taste...Probably to get people to buy them. Male-39-high school-color 9. It involved a boy or girl explaining how good the cigarettes were. That they were-.menthol...It seemed there was a boy and girl walking by a brook. It showed the pack and that'they werelong cigarettes...They are cool refreshing and satisfying...That they were longer lasting and smoother tasting. More people smoke them than most menthol cigarettes. Female-39-high school-B&W

SALLM 100'S "EXTRA TIti1F 02" :60 Unnetated Reeatt (contd. ) 10. The fellow and the girl on the lake in a boat...Cool and refreshing...The cool, refreshing menthol taste. Male-60-high school-color 11. It (conunercial) was about a guy on a surfboard and about water. That's all I can remember right now...I can't remember the different scenes--oh, they were walking through grass or something--a girl and a boy I guess...Just that to smoke menthol cigarettes...Smoother, I guess. Female-52-high school-color 12. Water scene--with the sailboat. Male-60-high school-color 13. They were longer than others. I guess all others...Two men andd one girl and it was a party on the beach...They were much longer than any other brand. Male-60-high school-B&W 14. It advertises springtime. Female-28-high school-B&W 15. Two horses were going around a ring. They were beautiful white horses and had long white tails...They have just come out and are a little longer and the cigarette will last a few moments longer. Male-49-college-color 16. Mostly it has outdoor scenery, it seems to be well done. (It concentrates on the scenery, and it's pretty as well as the cigarette)...The people are wholesome, are not sexy. it shows nature - the meadows - on a river sometimes in a canoe... Refreshes your taste. It's springtime; they use that word a lot...It's menthol - the pack is white and green - the longer length. Menthol and the filter. Fbmale-49-high school-B&W

TEGE-vIS1©N CO i WILLIAM ESTY COMPANY INCORPORATED A D Y E R T I S I N G 100 EAST 42NO STREET • NEW YORK, N. Y. 10017 • 697•1600 Vn D:O ..~~.o ,,.....-.... ~., _~,. 1o 0,-):'17 on c~?;,.uNa f o'j;Le il.'tTl`; two }21}:"y W- i~< Talw? build L-i;;:5 in b.go S, fc.g,~ CD-T,n:ra stt.cps oM CU • :ng i. r.^.-~.i1 Si':.titl- ot1 1['hti: S;:iOI~__i'ls c.,C 1 L 1 ~i' ti'':' ;jO}'.. V.C ZI'J.Ci'i;, ~~ ~, r :?. ;,b.?cLo Cci .paiiy SIILD-i i CC ul:,tit):a 7` Ls1:: ii 2 hcv. u- 60 S 1s 136-62•-60 Col.r;~• 136-53-6o B/v; i~-p:;C? : fi/C/Ci`, AUn 10 1, I-iUSIC UP A,;D iJ:'11)}?,.R ANNOWCER: (b'.G. ) Is"na'c will you do ti,r3.t,:1 f.di f.'•XtrEa ti ICte yoLR E'i}')--11d SFLok3.n•.-,' n:b4 SU;7e?' S:ire Salem? ;~ b~•.c.: as rn.n t:?tcneB a few sors~ 1Fa S:~ll, you m.i.ght t-alXc a few morn::nts mor;: to I32i: 3n_ a _!.GTI,; tilc .1.1-:o CaLiia'a foh'Q's'ei3 thc: i:c• r.:~o watch the lunch ho;xr fashioy sho:=,. 2, Cut ;o CU r,~<z sr.?al~A.ng in boatya?-ct, Ce~:~era 2. Or take alit;,1e 1Q ;ger to adr'?ira thwt• l;5_- 2cv_nU bwc,!_ . J_LO:rtly as tie ?_oc'sl over tho baatM , 31 Fi:.,cf3.ve to CU S~1 eT~: 1t?C p-tx's Slta title SL: SUP:`? S~Zr', Par:c off a)0^~~ ci~~• ta iflG i:.3:d s'U'Jpv Y1L..to PG d. of 65.r-[1Y--i•tG i.•°l ptti.itl[id o13 by 1.,+.t?.c: FAT•::.1 czd th;:n- bou:;ec3 iz3i,1 ?,.o Cut .`.o CU cons:tz°uctio_1 .Sor:-fe=-s wor?f3.nga C%... .+:l % ZCo::.s up to couple :llro c^..w s ob.'.erv:ln-~'s,,' th~. Thcy a z°e sz,,olr3.nr, 5. D:.~ r,1ve to ECU ta'eese C:._ne•ra p^,ns SR to rcti ;_:1 ni.n fishing i n a broor ~ hs has a Ci."f r ettfl J..1: his IT'oisii}lo 6. I?:.s-o1-V4 to LS 09 above syo.rr:.0 Pop on oypr pscL I-ritl^i clgarettea p-ro-- 'c :di1g SR s,-,el title next to p3c1_: tJEd.! SUPER 7:4G S1Z F, SI:I~~lo 11. Cut to 'r•iCU :oan on pa;.~?k b: _ca3 sr-ol-IJs'1go CE,.Toa"a ~ull_s byel~ r,i.iSl~tl.y; thro~.3 so.ue food to $o Cut to LS of above scene. Fade in Salem 1C('i pasL; with cl.;arati;es protruding SRa title next to p:.<°-'cs ItZa~?F~N~ xUUit TASTr, A FF4J 1'i 0.'ML J J,l'~.`.T 13L l L O /O D.Le,s';-"L1/e to ° -r, 77~ 1'. ~*J~*+'~+~~j . DOM TCD 4-67 . CU inRrr on be<-ich sm.oking Gnd foot~s° 0 1, he:r Super Y,ing Siss Saxen a o . rdth ln;?etIr tI°.a't, refreZ h:is your -L:.wte vuxze-vi.#,s ionger, the a ie:'-T 4. A little extra time for some side:,-a?,1: nuper• intendirg. yo Or enother cast or two befoao you call it a day. 60 Try the famous taste that r s spi•ingt:urt. e fresh. Nev Super King Size Salo,m w'th tlzo one ta.stQ vorth making longet, 70 1r'rat v:i1.1 you do with the wrtraa tirae you spend v1th ner Salem Super I.in;s? Well, you could juet enjoy the tas te„ 8,, Vew Super Fdx:g Size Sa1e-r0 Q o refreshes your taste a few moments longer, rwsxC OUT 9. ..and a2entt you glad! UPI .~ 0 .~ rp ~ ~ ~

"F'MeRA TIMc July 21, 1_°G7 S: Li::i 101) 0: :1 C`:~ : T:-Sr (?13:.- - 2 ~•) ;:l t .c. »o r .. 1.r,- r ~ overall relatc-u recall. Tl.c -t,7, cj c~xt•r.a 1F::.nati: :,.as recallec by 15% of the cc•-:T..~rcii-I e, t•.•:'i.~_.,.c-~ (7 ~: c^f the ovrtrall score) . JjoFrever, other_ ir.toYnas rc c411 c,,<.- v.-. ry ].o%,,. ":.ewnc-.ss " was recalled by orily anc' :~_y 3%. : ac':rrrou-:~' we btive the ttArt# nLece- of research evidence ,: s to t'.vr, initial performance of t:iis brand. Our Con- t?..nuous .-.warenes7 Study (CI:--G7-15) reports that only 55t of cr.okcrs have hoarc:: cf 10v's after 5-6 weeks of advertisir.r in .:an:::-t s City. (C:~.1.L :•senthol reachc:d ar: 80ti level in only 4 t,;eF_l;s, I'ilt(•r got tc 91€ in 3 weeks, tiI*1cTCt. Red 1.00 reac:.ec' 7cs"I, anct 'i=INf`.'nN °.enthol 69% in 3 weeks.) Trial. is also quite low, at 19%. Ir.•,l.licit in t:zis is the strong suspicion that trial coulci be Yseicl.tct:ec: if awareness were greater., (Sales data on thc: other :zaracl: s..ow that S:'>LFM 100 is i o3sibly on target [fore- cast: a constr_vc.tive. 1.2 sriare], but it is too early to say for sure.) Tae brand has a network TV plan of 2 x-60's and 2 x a30's giving an estir•.atec total of about 350-400 Gr.P's per 4-wee}: j~~~riod. Its total advertising 1:uc:get puts t.,e brand among the higlzcst cigarette s;~cnc3cr.s for the current year. Intrrpretiye Conclusions Lnruc.stionai:73y, ti::.°c co:;wcrcial Js ser~ cti:3t Uisanrcintinr,. C:omj~areu with the 'r•r:crom perfonnance of dtht:r :6C,'s (average score: 25 <:) it is infcr_ior. Yet tnis was an introductory cor:4aercial anc: c':oulc; score :•ven hi(7,hcr (Co:zFar.1• introductory averacte : 35 %, ConvLny anC,, ot:~er introCluctory avarage: : 37` ). Tiiu reason s for tLis lo:;, score are ci:clicu- ly sula ject to &F`>`atL. :-'.o`:'evE'r, '..;f. ?•'a%'t to try to ^1."E cur ovaluation w,Ilci1 will bc! buseci on past studies and various ctatistical analyses run orn t'r,esc. '3o clair..s are nzade that there is a r-agic forriula or that this c:valuatiorn is necessarily the only possible E•ray to look at it. I'irstly, :-:c feel that the brand's introeuctory advertising is pr.obaibly hot);:)leci by a failure to formulate, from the copy

'1r. i,. r. t,,-E,hcr -.2 July d21, 1967 :,trateqy, an execution that nranifc::ity a technical ul,ity of nlement:,. : peci f ically , tllE• vj.Gpo cletnents f ai 1 to d rive ;ior:,e tiie auuio cler:tcnts. If you turn the sound off, you canr,ot infer t`"ie "extra--tirie" Etary frori the situations deT>i..etc,cl. Sic;ht and sound in thi s case are almost dissociated. ~c ccn~:ly , tiie corrr,:ercial established through vie~rF•r rlay- bac% little t:iat is new or dif fercnt fror-t other 10t?mm menthol cigrsrottc:s. Only one-quarter of the recall referr.ec: to ~ new-- nE:ss. " noreover, t:~c corrier.cial presents nothin? distinctly uni(juc to SF.Lj;; 10v's. It is actually a prnc'.uct rather tnan Uran(: orientEd c.oj;tnercial, irn terlr.s of play:jac};. T:lirdly, ti-ie copy thca.e itself may not cornc across clearly. Perhaps tilE` tileJ,1Cc h'oul(1 t1avG been clearer if the "extra tiT1e ` Z:rIlE'Fit ~iF3d i)E'Cn Fre-sc:ntc.c, as an w''::u:3inCJ' _~rCi;~lE?I~~, rather tic"in supplying the ans%-:er .rit,iout fully devt.-loping the , robler). it voulc: also be arguc•G t:zat the solutions iright have been less co'~1ii'Jrij'luct, in or.Ccr to r~:iLa: a more inttre-stln:j, c^.n<`i hence ''1or.? r.~E:; nraLlc, cor.u::crci,ta (ia'n&c:,, we uriderstan6, is precisely what is currc.ntly :"-cin(-j prcduced for ti-ie follow-up Fool) . Ir., •lications .___-.._ T'riis reseurc?) unC:erlines the urgent need to re-exarsine St'1.LU: advc:rtisir,g. Sales of S1`}L": 85 have been trc;ndinc, do=.vn- warci and tise brand seems to he entr.enci:ec:: in a low-recall sync~ror.~Q . ShLL`:' s past advertising has served the Co+-1rany well, but the on-air tests conducted over the past year and a half suggc;s t Ciat it is no longcr achieving the desired iTlnact. t:e understand that the product Group and P.gency are exploring acTRressivel1~ ne.,, ideas anc' conceFts for ST.LE'.`i advertisinc. We also believe thtn.t a rtorc: ccinprehensivc proqrai7 of f:re-- testiny is a cor.ij_-elling requirement if we are to avoid futurc use of low-Ferforr+ance introductory comp8igns. Marketing Research an6 V,e Agencies are developing techniques to use irn this r.egaff. T. P. iialler ;iar~eti.nn :?ecearch 'Pr!,nartnc.nt i'P :? : r:i32 CC : :.r. j,.. :.. 3 levins , ~Tr. ~?r. .r. i:o:aard Gray iir. C. ii. Juc~a~• „ ,.r. W. F:. rugn '°lr. Rechholtz L-liss C. Eliza:.3cth Jackson Mr. D. E. 5v 11 E. Ober i:r. G. R. IiiC)h'.1Gsn