Tobacco Documents Online

5oos9 1oFa

CONFIDENTIAL 0-,c~-4 7 -a8 Advertising Research Report MRD#AR-67-28 August_23,_1967 CAMEL/CAMEL FILTER "IT'S A GAS" PRINT TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C. o . .,, ~ 0 a ~

TABLF OF CONTENTS Page No. Product Manager's Summary . . . . . . . First Attached MRD Summary . . . . . . . . . . . . . . Second Attached Background Page . . . . . . . . . . . . . . . 1 Summary of Recall . . . . . . . . . . . . . . 2 Summary of Verbatims . . . . . . . . . . . . 3 Appendix . . . . . . . . . . . . . . . . . . 4 Dialing Record . . . . . . . . . . . . . . . 5 Re lated Recal l . . . . . . . . . . . . . . . 6-17 Unrelated Recal l . . . . . . . . . . . . . . 18 "It's A Gas" Print . . . . . . . . . . . Last Attached

August 22, 1967 Mr. Mr. W. S. Howard Smith, Jr. Gray CC-Mr. Mr. B. A. R. G. Stewart Weber Mr. Mr. C. T. K. E. Lambeth Sandefur Mr. Mr. C. H. W. A. Judge Sugg Mr. Mr. J. J. F. J. Hind Bresnahan Mr. Mr. R. T. A. P. Blevins, Hailer Jr. Mr. R. A. Rechholtz Mr. R. M. Odear, Jr. Mrs. Mr. Babette Jackson Robert R. Etienne This is my analysis of the attached report covering results of the recent CAMEL/CAMEL FILTER "It's A Gas" butane lighter print ad test (MRD#AR-67-28). Summary Although direct comparison with previous test results is technically hindered due to required changes in the MRD probing procedures used with this test, there can be little doubt that the ad performed way above average in achieving its major objectives - i.e. informing people about our butane lighter offer. The ad was recalled by 35% of the people who qualified as readers. However, 19% (compared to the above noted 35%) of qualified readers gave brand recall either in addition to, or instead of lighter re- call. This compares favorably with the brand recall of the other two CAMEL/CAMEL FILTER ads tested - "Hunter" @14%; "Okay Charlie" @18%. It is, in fact, the best brand recall score of any CAMEL ad yet tested. As expected, the content of the verbatims dealt mainly with the specifics of the lighter and the offer and, as noted, over half of them linked the brand(s) with the premium. There was very little standard "image reinforcement". The ad was clearly not intended to do this. However, I feel it worth recog- nizing that in all of our recent sales promotion and premium efforts (heretofore exposed only through POS), we have striven to associate our brand(s) only with quality premiums, under the assumption that this indirectly promotes the concept that "quality begets quality". To this extent (19% brand recall; higher than any CAMEL brand yet tested), I feel that the ad delivered favorable influences for CAMEL/CAMEL FILTER in addition to the extra news and "retrial value" aspects of the premium itself. Premium redemption (currently at 83,508 or about 1.1%*) is an im- portant part of evaluation of this ad. The same ad has just been run in a series of other books. I will review that subject and its merits separately when we are in a position to compare the ad's relative performance (in terms of premium redemption) between books. ' 3~W en we origina y p anned this premium test, our personal esti- ma+P~ uar;ed - mine was between 1% and 2%.

My summary of this ad's performance, as suggested by this test, is that it was outstanding in achieving its primary job of conveying the offer. In addition,,it did the best job of any ad yet tested in indirectly associating the CAMEL brands with quality and value. Recommended Action Since action on this ad is intertwined with the overall concept of making premium offers via print, I would prefer to defer a direct recommendation until the majority of the redemption results from the other books used are in. We should have this within six weeks. At that time, reference to these results will be most important. . ;~ - - ----- A. Albanese Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. % A T. P. Haller

SuMMARy CAMFL/CAMEL FILTER "IT'S A GAS" PRINT TEST (Day-aiten Recatt) MRD#AR-61-28 This is a study to determine the recall levels of Camel/Camel Filter "It's A Gas" print advertisement. NOTE: It is not meaningful to compare the results of this test with those of past print tests. This is the first cigarette/premium advertisement we have tested, and the interviewing technique was different from that used in a standard print test. Additional probes were used so that some respondents had as many as four oppor- tunities (cigarettes; Camel and Camel Filter cigarettes; cigarette lighter; butane lighter) to remember the advertisement instead of at most two. (See page 2 for results by each probe.) Results 1. "It's A Gas" obtained an overall related recall score of 35%: 32%,specifically related; 3%, generally related. 2. A total of 11% gave related recall in response to the cue of "cigarettes/Camel and Camel Filter"; 1%, to "ciga- rette lighter"; 20% to "butane lighter"; and 3%, to both "Camel and Camel Filter" and "lighter/butane lighter." 3. A full 14% remembered the directions for obtaining the lighter: "Send/$1.50 ... and/2/empty packages". 4. The large lighter shown in the ad was recalled by 21%. Conclusion On judgment, we can say the test advertisement performed well. Many of the verbatims were lengthy and highly descriptive. The striking simplicity and the color contrast of the illustration, the brief but informative headline, and the bargain value of the offer all probably contributed to the memorability of the advertisement. However, "It's A Gas" appears to be slightly weak in conveying to readers the association between the Camel brands and the lighter offer. Only 19% (54% of those who gave recall) connected the offer with the brands either by recalling the ad while responding to the brand cue or by mentioning the brand names while responding to "butane/ lighter." A ~ 0 .n ~ C. Elizabeth Jackson Marketing Research Department CEJ:bg Attachments

CAAIEL/CAMFL FILTFR "IT'S A GAS" PRINT TEST (Day-aixen Recatt) MRD#AR-67-28 This is a study to determine the recall levels of Camel/Camel Filter "It's A Gas" print advertisement. Location: Atlanta, Ga. Indianapolis, Ind. Buffalo, N..Y. San Francisco, Calif. Cincinnati, Ohio Background: The full-page, four color advertisement appeared on the back cover of the May 30, 1967 issue of Look magazine. Dates of Interviewing: May 15 - 21, 1967 Method: Any adult who smoked at least one cigarette per day and had read or looked through the May 30 issue of Look the previous day was eligible to be interviewed. Respondents were asked whether they had seen any cigarettes advertised and, if so, which brands. If the test brands were not mentioned, they were asked,whether they had seen an advertise- ment for Camel and Camel Filter and, if so, what it said and showed. Those respondents who said they did not see an adver- tisement for Camel and Camel Filter or who did not mention "lighter/butane lighter/lighter offer" were asked whether they saw an advertisement for"cigarette lighters/butane lighters" and, if so, what it said and showed. Respondents were classified according to sex, age, and education level. Sample: Look provided a random selection of names and addresses of subscribers in the test cities. MRD Note: L Marlboro "Cowboy", Pall Mall Filter "Pack and Lighter", and Colony 100's "Ben Willoughby" were also tested on a free-ride basis: 2. This study is not to be included in print test averages because of the use of extra prompts.

SUMMARy OF RECALL Cities Combined Base: Total who read or looked through magazine yesterday (269 $ Gave recall specifically related to "It's A Gas" 32 Gave only recall generally related to "It's A Gas" 3 Total who gave related recall (unduplicated) 35 Gave unrelated recall 4 Gave no recall 61 100 Gave related recall on cue of Cigarettes, just 6% Camel and Camel Filter 5 Cigarette lighter, just 1 Butane lighter 20 Camel and Camel Filter and butane lighter 3 Total related recall 35%

SUMMARY OF VFRBATIMS Cities Combined Base: Total who read or looked through magazine yesterday (269) $ Gave recall related to Camel/Camel Filter "It's A Gas" DETAIL OF RECALL Salespoints Was a gas/butane/lighter 19 Send/$1.50/$1.00/$1.95/and/2/empty packages/ labels/wrappers/to get lighter 14 Was a lighter offer 6 Send/2/labels/wrappers/empty packages/to get/ 4 lighter 4 Was/chrome/stainless steel 3 Had adjustable flame 2 Was/cheap/economical/good/value/offer 2 Was windproof/had windshield 2 Send/$1.50/$1.95/ to get lighter 2 Burns/regular/commercial/gas 1 Is/modern-looking/has smooth lines 1 Fuel lasts a month 1 Best/superior/wonderful cigarettes 1 New filter cigarette/Camel now has a filter 1 Miscellaneous salespoints 4 Illustration Showed/picture of lighter, just/big/picture of/ silver/lighter/in center/lighter was dominant 21 Showed packages of Camel and Camel Filter/side by side/in right hand corner of page 13 Showed flame of lighter/lighter was lit 13 Showed coupon/in left hand corner of page 7 Was colorful ad 5 Was on back cover of magazine 5 Had/black/gray/backgrourid 4 Was noticeable/outstanding/attention-getting/ad 4 Was advertising, just lighter/trying to sell/ push/lighter/not cigarettes 3 Showed/"Gas"/initials/on lid of lighter 3 Showed/"It's A/Gas"/on top of page 3 Was full page ad 3 Says to try cigarettes/and get lighter 1 Offer expires in December, 1967 1 Miscellaneous 1 35 Gave recall unrelated to Camel/Camel Filter "It's a Gas" 4 Gave no recall 61 100 •„ 0 ~ O J N

APPENVIX Men vs. Women Men Women Base: Total who read or looked through magazine yesterday (169) (100) $ $ Gave recall related to "It's A Gas" 41** 25** **Difference is significant at 98% confidence level. Ac.- e Under 35 35-50 Over 50 Base: Total who read or looked through magazine yesterday (92) (116) (59)* $ $ $ Gave recall related to "It's A Gas" 39 34 31 No significant difference. Education Grade High School School College Base: Total who read or looked through magazine yesterday (13)* (122) (129) $ $ $ Gave recall related to "It's A Gas" 31 33 38 No significant difference. In some instances the sum of the bases w:ithin a classification may not equal 269 because some respondents ei ther refused or were not asked the question. *Denotes small base.