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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.

DIALING RECGRD MRD#AR-67-28 Total Dialings 19,507 Not get magazine 1,195 Not look through magazine 3,252 Looked through before yesterday 835 Looked through today 290 Not smbke 408 Looked through magazine yesterday 269

DEFINITIONS FOR USE IN DAY-AFTER PRINT TESTS In order to make each day-after print test comparable with all other such tests, certain definitions have been followed. These definitions are outlined briefly below: Related Recall - Verbatims which are classified as related are cor- rect play-backs of the test advertisement. These may either be gen- erally correct or specifically correct. A specifically correct +ver- batim contains elements of recall which can come only from the test advertisement, since they have appeared in no other advertisement. Generally correct verbatims contain elements which truly reflect things said or shown in the test advertisement, although these things are not exclusive to the test advertisement. 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 an advertisement other than the tbst one. A gener- ally 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 respondent says that a CAMEL advertisement contained mention of "mildness". (Note that a reason- able amount of judgment is sometimes necessary in these cases. If a respondent claimed that a CAMEL advertisement 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 advertisement with some other and has not, therefore, been able to give satisfactory evidence of having recalled the test advertisement. Base - The base on which percentages are computed must be comparable in all tests. To standardize and maintain consistency, the base used in day-after print studies is people who last read the magazine/news- paper/supplement the day before the interview. This helps to maintain a constant recency of potential ad page exposure in all tests. ~ 0 n co ~ 0 ~ ~

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 adver- tisement. 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 are given at the end of each verbatim. The verbatims are in two categories, related and incor- rect recall.

-6- CAMFL/(:AMFL FILTER "IT'S A GAS" PRINT RELATED RECALL l. It had an advertisement for a butane lighter. It was an intro- duction offer to try the cigarette and get the lighter. You had to send in two packages and $1.50. I remember the lighter; it was on the back of the magazine....The ad was really for the lighter. It was on a felt pad, a black background. The cigarettes were made to look as inconspicuous as possible because they were trying to push the lighter. There was a picture of both the regular and filter....The same as nothing (didn't say anything about the cigarettes). Right on top of the page they (ad people) said, "It's a gas". The pun ("It's a gas") was pushing the lighter. They didn't say anything about the cigarettes; just send in two packs of cigarettes and $1.50 for the lighter. Really they didn't say anything about Camel cigarettes....Really nothing, no ideas about the cigarettes. Just really trying to introduce the new filter but more interested in pushing the lighter Male--21-34--College 2. It had two packs of Camel on the page, a regular and a filter. It said you could send in either two regular or two filter empty packs and $1.95 for the lighter. It allowed so many days, a month for the shipment of the lighter. The lighter was burning....There was a package of each kind of Camels cigarettes and the lighter takes the spotlight because it was the larger object. It was open and it was burning, had a flame coming from it....It burns butane gas, the regular. You can get 30 days out of one filling....About it being cheap and easy to get. Cheap enough that you would send in for it. It was on the back of the cover. It had a good photo- graph. Here was Camel's ad on the back cover, and there it was in front of you. Male--21-34--High school 3. I'm a photographer and was impressed. It was a f airly decent offer. It was worth the money they were asking....Sort of black background. The lighter was lit. Somewhere arou4d the back cover. Smoke this wonderful cigarette and use this wonderful lighter. That it is butane, and it has a wind screen. It was chrome or stainless steel.... The economy of it. It was a cheap price. The wind screen and the steel or chrome finish. It was a very well done ad. Male--21-34--High school 4. On the back page of the magazine. You can get a butane lighter with $1.98 and two empty packages,and there was a coupon to send in. There is an adjustable flame on lighter....A big picture of the butane lighter and the coupon and the pabkages of Camels.... They didn't say much about cigarettes--mainly about the butane lighter....Camels are a Turkish and domestic blend. Female--51+--College 5. It's a $1.50 for a butane lighter. You send two packs of Camel cigarettes and you get the lighter....It was on the back page. Showed a picture of the lighter and the two Camel packs. The Camel regular and the Camel Filter....Mainly it was advertising the lighter itself. It had a windshield and chrome plated lighter. Male--N.A.

-7- CAMFL/CAMFL FILTER "IT'S A GAS" rkINT RLLATFfl RECALL (Cont'd) 6. They had this lighter which took up 2/3 of the page. It had a coupon and telling how you could get your butane lighter....Actually, it was the back page showing a black background with the chrome lighter. They are trying to sell a lighter. Male--35-50--College 7. It had a lighter, and it showed the Camel cigarettes at the bottom. If you sent $1.50 and two empty packs of Camels, you get the butane lighter....It was very outstanding. It was a black page with a very nice picture of the lighter with the flame glowing....It had an adjustable flame on it.... Just;the offer. Male--35-50--High school 8. It was $1.50 and two packs of a R.J. Reynolds product either Camels or Winstons. It's a little butane lighter and it's for just two empty packs. It had a control in the center to regulate the flame.... It was a full page ad with the lighter in the center....It said it was a9as lighter; butane lighter....It burned regular butane fuel and it had an adjustable flame. It was shiny metal plated. Male--21-34--College 9. It was something about the lighter.(It was a butane lighter, and you could send in some money and some empty wrappers from the cigarettes themselves. It was a full page ad.) It was dark background, and it had a lighter with a flame on it, and it had two packs of Camels, one smaller than the other, apparently a regular Camel and then a new filter type....Just the picture of the cigarettes them- selves. They were about actual size or a little smaller. The main thing was the dark background and then with the bright silver or gold lighter. It was open and lit and then the two packages of cigarettes down in the corner in natural color was really what made the ad stick out....Try the Camels, new filter cigarettes and send the wrappers with so much money for this lighter....It didn't men- tion any gimmicks. It didn't.say less tar, or less nicotine or better filter, or more filter traps. Male--21-34--High school 10. An offer for a butane lighter. You send two empty Camel cigarette packages for the lighter....A large picture of the butane cigarette lighter and on the lower lef t hand corner was the coupon. On the lower right hand corner two packages of cigarettes. One was the regular Camel and one the filter Came1.... Urging the reader to buy regular or filter Camel cigarettes....These cigarettes are a superior brand; and, therefore, the reader is urged to try them to prove or find out for yourself they are superior. Female--21-34--College 11. A gas lighter for $1.50 was adve:rtised with Camel cigarettes. Send in the name "Camel" with $1.50.... The coupon was included. It was an outstanding ad. (I don't usually notice ads.) You could send in for as many as you liked....It had "Gas" written on the lid of the lighter. Male--21-34--College

-7- CAMFL/CAti4FL FILTER "IT'S A GAS" rRINT RFLATED RECALL (Cont'd) 6. They had this lighter which took up 2/3 of the page. It had a coupon and telling how you could get your butane lighter.... Actually, it was the back page showing a black background with the chrome lighter...: They are trying to sell a lighter. Male--35-50--College 7. It had a lighter, and it showed the Camel cigarettes at the bottom. If you sent $1.50 and two empty packs of Camels, you get the butane lighter....It was very outstanding. It was a black page with a very nice picture of the lighter with the flame glowing....It had an adjustable flame on it.... Just;the offer. Male--35-50--High school 8. It was $1.50 and two packs of a R.J. Reynolds product either Camels or Winstons. It's a little butane lighter and it's for just two empty packs. It had a control in the center to regulate the flame.... It was a full page ad with the lighter in the center....It said it was a gas lighter; butane lighter....It burned regular butane fuel and it had an adjustable flame. It was shiny metal plated. Male--21-34--College 9. It was something about the lighter.(It was a butane lighter, and you could send in some money and some empty wrappers from the cigarettes themselves. It was a full page ad.) It was dark background, and it had a lighter with a flame on it, and it had two packs of Camels, one smaller than the other, apparently a regular Camel and then a new filter type....Just the picture of the cigarettes them- selves. They were about actual size or a little smaller. The main thing was the dark background and then with the bright silver or gold lighter. It was open and lit and then the two packages of cigarettes down in the corner in natural color was really what made the ad stick out....Try the Camels, new filter cigarettes and send the wrappers with so much money for this lighter....It didn't men- tion any gimmicks. It didn't.say less tar, or less nicotine or better filter, or more filter traps. Male--21-34--High school 10. An offer for a butane lighter. You send two empty Camel cigarette packages for the lighter....A large picture of the butane cigarette -lighter and on the lower left hand corner was the coupon. On the lower right hand corner two packages of cigarettes. One was the regular Camel and one the filter Came1.... Urging the reader to buy regular or filter Camel cigarettes....These cigarettes are a superior brand; and, therefore, the reader is urged to try them to prove or find out for yourself they are superior. Female--21-34--College 11. A gas lighter for $1.50 was adve:rtised with Camel cigarettes. Send in the name "Camel" with $1.50....The coupon was included. It was an outstanding ad. (I don't usually notice ads.) You could send in for as many as you liked....It had "Gas" written on the lid of the lighter. Male--21-34--College ~ 0 J J

-8- CAMFL/CAMEL FILTER "IT'S A GAS" PRINT R6LATED RECALL (Cont'd) 12. There was a picture of a lighter and,above it, it said "Gas". Butane was right on lighter. Down in corner was a coupon for the lighter. If you sent in two wrappers from Camel regular or Camel Filter and $1.50, you get the lighter....A blow-up of a picture of a lighter that was lit. In the corner there were two packs of cigarettes, one regular and one filter (Camel cigarettes). Male--21-34--College 13. It showed a lighter open and burning. The lighter resembled the old Zippo; silver'in color. Under the lighter was two packages of cigar- ettes, and under that was the literature concerning the lighter. The color was outstanding....It was on the back of the book with black background. It was the largest object on the page....It sold for $1.50 plus two Camel packages or two Camel Filter packages. You mailed them in....The fact that it was a butane gas lighter, not regular. Male--35-50--College 14. It pictured both the filter and the regular....Was on the back page of the magazine. Showed butane lighter....An offer to send in for a lighter, send in $1.50 and two empty packages.... I•;thought it was a good value, a bargain. Male--21-34--College 15. It was a free lighter. You had to send in two empty Camel cigarette packets plus $1.50. I recall seeing a good-looking blonde lighting a cigarette with the lighter....Well, mostly the lighter with the flame glowing. The background was black or dark blue. I also recall seeing two packets of Camel cigarettes in the corner and the coupon you send in....I think the main idea was that the lighter can be filled with any commercial butane gas rather than a special kind. I think the lighter was chrome. Male--21-34--College 16. It was quite noticeable. The words were on the bottom, "Gas". it had the words on the bottom of the lighter to see what the brand was. The lighter was upside down. Somebody was selling it for $1.00 or had a special sale on it. It did seem to be a nice lighter. It seemed to be a nice style, nice, small, and trim. It was at a good price. It was a cigarette company. You send in $1ti00 with two Camel packs. I think it is a Camel Filter, too. It caught my eye because it was well laid out. It was a nice-looking lighter.... A nice-looking lighter. Words at the top. When you see this lighter, you see words to draw your attention to it. To get it practically free for a nice lighter. It definitely was enticing....Butane lighters up to recently have been more expensive. Just being a butane lighter implies a higher item, higher quality because they're more expensive to manufacture. Male--21-34--College 17. There was a photograph of a lighter with a flame. The ad said the lighter was gas. It offered the lighter for $1.50 and two empty packs of Camel Filters or Camel regulars....It was a large full color photograph of a lighter with a yellow flame. Down in the corner were two packages of cigarettes, one regular and one filter. ~ 0 ~ co

-9- CAMEL/CAMEL FILTER "IT'S A GAS" .ZINT RELATEfl RECALL (Cont'd) 17- In the other corner was a coupon telling you where to send for the lighter....Nothing. The ad was all relevant..to the lighter. The only clue to Camel cigarettes was the two packages in the corner. Male--35-50--College 18. They were offering a butane lighter for $1.50 and two wrappers. There was a picture of the lighter and two different kinds of cigarettes, regular and filter. It was on the outside back cover, and it was a full page. Male--35-50--College 19. I saw in the lower right hand corner, two packs of cigarettes, one was filter and one straight Came1.... There was a,.butane lighter. On the top was printed "It's A Gas."...In the lower left a coupon showing that the lighter could be bought for $1.50 with two empty packs of Camels....That it is an offer for the lighter and to try the Camel cigarettes. Male--21-34--High school 20. I was fascinated with this gas lighter they were giving away. You send in two packages and $1.50 for each lighter. You can get as many as you like. It was advertising the two packs of cigarettes, the regular and,the filter....It was on the back page and they advertised the lighter....The ad was mostly about the gas lighter. You had to send two empty packs. They were trying to projecti.the sales of the cigarettes by offering the lighter....It was mainly about the lighter. Just $1.50 and two empty packs for the lighter. Male--35-50--High school 21. A tall gold lighter, a big kind of a lighter. I don't remember the name of this lighter, just the picture...It's a silver lighter, and you flip the top. I believe the name is "Gas" on top of it. I believe you can order it. There's a blank order under it. It's on a page by itself, and it has two packages of Camel cigarettes, the regular and the king size. One is larger than the other, and the price is $1.50....The price of it. Female--21-34--High School 22. You send in the pack top (Camel) and get it. It expires in December of this year, 1967....The big picture of the lighter with the flame shooting up. It showed it's a gas lighter. It's only $1.50 with the Camel packages....They burn butane fuel, and the flame is adjustable. Male--35-50--High school 23. It (the ad) had something about gas. Had flame shooting up. This lighter works by gas. The background was dark. The lighter was sitting on something orange; the flame was high; the lighter was silver; but I don't remember the name because I had no interest in buying one....Just a picture ad with a cigarette lighter. No one was holding it, just the lighter on a table or something....That it works by gas....The ad caught my attention because of the simplicitY and color scheme. Male--35-50--College ~ 0 ~ ~

-9- CAti1EiICAMEL FI LTER "IT'S A GAS" .2INT RELATED RECALL (Cont'd) 17- In the other corner was a coupon telling you where to send for the lighter....Nothing. The ad was all relevant:.to the lighter. The only clue to Camel cigarettes was the two packages in the corner. Male--35-50--College 18. They were offering a butaiie lighter for $1.50 and two wrappers. There was a picture of the lighter and two different kinds of cigarettes, regular and filter. It was on the outside back cover, and it was a full page. Male--35-50--College 19. I saw in the lower right hand corner, two packs of cigarettes, one was filter and one straight Came1.... There was a_butane lighter. On the top was printed "It's A Gas."...In the lower left a coupon showing that the lighter could be bought for $1.50 with two empty packs of Camels....That it i's an offer for the lighter and to try the Camel cigarettes. Male--21-34--High school 20. I was fascinated with this gas lighter they were giving away. You send in two packages and $1.50 for each lighter. You can get as many as you like. It was advertising the two packs of cigarettes, the regular and,the filter....It was on the back page and they advertised the lighter.... The ad was mostly about the gas lighter. You had to send two empty packs. They were trying to projecte.the sales of the cigarettes by offering the lighter....It was mainly about the lighter. Just $1.50 and two empty packs for the lighter. Male--35-50--High school 21. A tall gold lighter, a big kind of a lighter. I don't remember the name of this lighter, just the picture...It's a silver lighter, and you flip the top. I believe the name is "Gas" on top of it. I believe you can order it. There's a blank order under it. It's on a page by itself, and it has two packages of Camel cigarettes, the regular and the king size. One is larger than the other, and the price is $1.50.... The price of it. Female--21-34--High School 22. You send in the pack top (Camel) and get it. It expires in December of this year, 1967....The big picture of the lighter with the flame shooting up. It showed it's a gas lighter. It's only $1.50 with the Camel packages....They burn butane fuel, and the flame is adjustable. Male--35-50--High school 23. It (the ad) had something about gas. Had flame shooting up. This lighter works by gas. The background was dark. The lighter was sitting on something orange; the flame was high; the lighter was silver; but I don't remember the name because I had no interest in buying one....Just a picture ad with a cigarette lighter. No one was holding it, just the lighter on a table or something.... That it works by gas....The ad caught my attention because of the simplicity and color scheme. Male--35-50--College ~ 0 Z "J

-10- CAM,L/CAMEL FILTER "IT'S A GAS' PRINT R6LATEU RECALL (Cont'd) 24. Ad was in color, showing Camel regular and Camel Filter; and it mentioned $1.50 to get a butane lighter. Send in the coupon.... Picture of the lighter and a picture of Camel regular and Camel Filter. Male--35-50--College 25. A pack of regular and filter Camel cigarettes. The lighter was displayed on top of cigarettes. The lighter was on top.--It was than the cigarettes....The lighter and there was the word "gas", larger and below was two packs of Camels....Nothing about the cigarettes. Just to send off for the lighter....Just send two empty packages from Camel regular or Camel Filter cigarettes and $1.50,and you would receive the butane lighter. Male--35-50--College 26. The only thing, not interested in cigarettes, the butane lighter. You need empty packages and $1.00 or $1.50. There was a coupon where you send and have to have empty packs and $1.00 or $1.50, and you get the lighter....The coupon and two packs of cigarettes and picture of lighter is what got my attention. Female--51+--High school 27. The main thing I saw was the gas lighter. This was the most_zominant thing on the page. And the flame was on. The lighter was priced at $1.00 or $1.50 with the coupon at the bottom of the page....The cigarettes, the Camel cigarettes....The ad said you could get the lighter with empty packs of regular Camels or the filter Camels. Male--21-34--College 28. The new Camel is a different package; it still is the same Camel in the package. The old had the regular package on them. There was a picture of the regular and new pack•side by side. The new pack age is gold on top and longer. The old is the same with the picture of the Camel on it....I just remember seeing the picture of the two packages. It says "It's A Gas" and on the top of the page, and it's got a picture of the lighter, and it's lit, and under- neath it says send in two packages of Camels and $1.50 and you get a lighter. Said something about it being a good Father's Day gift. It was some sort of a gas lighter. f Female--21-34--High school 29. It offers a butane lighter for $1.50 or $2.00, and two empty packs. A picture of a gas lighter....A package of regular and a package of filter cigarettes....Try the filters to get the lighter. Male--21-34--College 30. It had "Gas" written across the top of the lighter and the lighter was open....I think it was centered in the page and had several colors. That!s all I remember except it had an adjustable flame. Male--35-50--High school 31. It was chrome and it was lit. There was so many packs of cigarettes and you send off a small amount of money and you get this lighter. A pack of cigarettes over to the side, but the lighter stood out.... It's supposed to be a very good lighter. (I'm not for sure who makes it but it was a well-known company that makes it, like Scripto or Ronson. It wasn't the prettiest thing.Aale--21-34--High school

-11- CaMEL/CAMEL FILTER "IT'S A GAS" r'RINT RELATED RECALL (Con.t'd) 32. It looked like a windproof lighter, more or less man style lighter.... A picture of the lighter itself, and it said something about "It's A Gas". It's windproof. It had a stainless steel finish....It is butane gas....That it is windproof and gas fuel. Male--21-34--College 33. That it was in the Camel ad. For two packs, for two tabs off of two packs of Camel, either the regular or the filter, and $1.50 you can get a lighter...They (whoever makes Camels) had the lighter on the ad mostly. They were promoting the lighter mostly. They showed a package of each of the cigarettes, the regular and the filter, I think....They wanted to bring out the point for $1.50 and top off two packs of cigarettes you could get the lighter. I don't remember if they mentioned the word butane but the ad said that it is a gas lighter....The low cost, $1.50. Male--21-34--High school 34.' One pack was shorter than the other and a cigarette lighter on it. It was on the back sheet....The lighter was brightest part of the ad. Background was dark, cigarettes in lower right hand corner. Cou- pon for lighter in left corner....Lighter is a butane lighter....It was a butane lighter. Female--35-50--College 35. Gamel and Camel Filter and coupon for cigarette lighter. You could send in empty packs for a cigarette lighter along with the money.... Saw a cigarette lighter, a gas lighter, two packs of Camels, one filter and one regular. Female--21-34--High school 36.. Offering a butane lighter by sending in coupon....Large picture of lighter. Showed two packages of Camels, one regular and one filter. Coupon on left of picture to send in for lighter. Female--35-50--College 37. It was something about a lighter you could get for $1.50....It showed the two packs and the picture of the lighter. There was a coupon on the page....The filter was born rich. Male--51+--College 38. I think it was $1.50. It was gold and quite tall, unlike a Zippo which is quite square. There was a note in the ad where the fuel would last a month....The lighter was in the upper left hand corner of the page. I just remember the picture of the lighter....They said you could get this lighter by sending away for $1.50. You had to send a coupon or a label from cigarettes; I don't remember which you had to send....-.The first thing was the fuel supply lasted a longer time. Secondly, the flame was easily adjustable from small to two inches high. Male--35-50--College 39. The lighter was silver colored and it was lit....Just that the lighter was gas or fuel or something. (Something said about gas.) Female--21-34--High school

-11- CAMI:L/CAMEL FILTER "IT'S A GAS" rRINT RELATEU RECALL (Con.t'd) 32. It looked like a windproof lighter, more or less man style lighter.... A picture of the lighter itself, and it said something about "It's A Gas". It's windproof. It had a stainless steel finish....It is butane gas....That it is windproof and gas fuel. Male--21-34--College 33. That it was in the Camel ad. For two packs, for two tabs off of two packs of Camel, either the regular or the filter, and $1.50 you can get a lighter...They (whoever makes Camels) had the lighter on the ad mostly. They were promoting the lighter mostly. They showed a package of each of the cigarettes, the regular and the filter, I think....They wanted to bring out the point for $1.50 and top off two packs of cigarettes you could get the lighter. I don't remember if they mentioned the word butane but the ad said that it is a gas lighter....The low cost, $1.50. Male--21-34--High school 34.' One pack was shorter than the other and a cigarette lighter on it. It was on the back sheet....The lighter was brightest part of the ad. Background was dark, cigarettes in lower right hand corner. Cou- pon for lighter in left corner....Lighter is a butane lighter....It was a butane lighter. Female--35-50--College 35. Camel and Camel Filter and coupon for cigarette lighter. You could send in empty packs for a cigarette lighter along with the money.... Saw a cigarette lighter, a gas lighter, two packs of Camels, one filter and one regular. Female--21-34--High school 36.. Offering a butane lighter by sending in coupon....Large picture of lighter. Showed two packages of Camels, one regular and one filter. Coupon on left of picture to send in for lighter. Female--35-50--College 37. It was something about a lighter you could get for $1.50.... It showed the two packs and the picture of the lighter. There was a coupon on the page.... The filter was born rich. Male--51+--College 38. I think it was $1.50. It was gold and quite tall, unlike a Zippo which is quite square. There was a note in the ad where the fuel would last a month....The lighter was in the upper left hand corner of the page. I just remember the picture of the lighter....They said you could get this lighter by sending away for $1.50. You had to send a coupon or a label from cigarettes; I don't remember which you had to send..,.The first thing was the fuel supply lasted a longer time. Secondly, the flame was easily adjustable from small to two inches high. Male--35-50--College 39. The lighter was silver colored and it was lit....Just that the lighter was gas or fuel or something. (Something said about gas.) Female--21-34--High school

CAMEL/CAMEL FILTER "IT'S A GAS" PRINT RFLATF'i1 RECALL (Cont'd) 40. 41. It did attract my attention. A colorful ad as I remember... It was a gas lighter. I remember the flame. Female--51+--High School You send two covers from Camels pack of cigarettes and $1.25 for each Butane lighter...The lighter was featured and in the right hand corner was a pack of Camel cigarettes...How long the lighter would work without a refill. Female--51+--College 42. The lighter attracted me. I thought the Butane would be an expensive lighter and didn't bother reading the rest of it. (the word Butane gas is all I read)...You had to send for it (the lighter) or something. There was something to fill out in the corner (a coupon for you to fill out) Female--35-50--High School 43. About the lighter, it was a Butane lighter that you send a couple packs of Camels or wrappers and receive the lighter... It had a picture of the filter cigarette and the non-filter cigarette and the lighter. Male--21-34--College 44. I just remembered they had a picture of a lighter in the middle of the page and the regular and the king size Camels in the right hand corner. Also that you could get the lighter with a dollar and some labels...The lighter and the two packages of cigarettes in the right hand corner...They talked how you could get the lighter with one dollar and something, not sure what you needed to send...Trying to get across the idea that it was a good lighter. Female--21-34--High School 45. Butane lighter advertised at a $1.50 with two empty Camel packs, regular or king size. Offer expires December, 1967... The lighter stood out most...Type of fuel used. And the fuel being easier to use. Male--35-50--High School 46. A Butane lighter was displayed. You send in two empty Cambl packs and $1.50 to get a Butane lighter...A Butane lighter. A lighter and two packs of Camels, one regular and filter. Male--51+--Grade School 47. Happened to glance at it. Send two packs, don't know if any money involved or not. It was in regular and filter Camel ad. Seeing picture of lighter and two packs of cigarettes. What caught my eye was big picture of lighter and printing with it about getting Butane lighter..,A man's hand with lighter lit, but i'm not sure...Just read large print. I don't remember exactly. Male.,--21--34---Col lege

CAMEL/CAMEL FILTER "IT'S A GAS" PRINT RELATEU RECALL (Conx'd) 48. It's a Butane lighter. And it was $1.00 or $1.50 with two empty Camel packs of cigarettes...The picture of the Butane lighter. A picture of a king size Came 1 and a regular size. The king size had a filter. Male--35-50--High School 49. I saw a Butane lighter in the ad...A picture of a lighter and a rather predominate picture of the flame on a dark background. Male--35-50--High School 50. I believe that it is an ad for a Butane lighter for .$1.50 and two empty Camel packs...If I remember it was a little order coupon and a picture of a lighter. Male--35-50--Grade School 51. I saw cigarette lighter lit, and the Camels down in the corner...The page was dark, or black...You can get the lighter for a dollar. Male--35-50--High School 52. It took $1.50 and two Camel packages. (You send $1.50 and two packages in and you got a lighterl..The only thing I remember is the lighter itself. It was gas and had "gas" written on top of the lighter. Female--21-34--High School 53. I think the only thirig I remember is that the filter type is different from the regular pack of Camels. The package is more attractive...A big lighter. Something about offering the lighter for so much with two empty packs of Camels. It was a Butane lighter. Female--35-50--High School 54. It advertised both kinds of cigarette both plain and filter. It was advertising this gas lighter also...I saw both the regular filter pack. I saw the lighter lit too...They went from the regular to the filter. (They used to be just a regular cigarette for so many years and just recently went into filters) ~ Female--35-50--High School 55. 56. I think you send in two packs from Camel cigarettes and $1.50 to get the lighter...The lighter was open and lit.A monogram on the lighter (C. W. B.) A wind-proof lighter. Male--35-50--High School The lighter. It isn't expensive. a regular cigarette lighter, but a It is a gas lighter, like gas flame...It was in ~ color. It is neat looking one. I was thinking of buying one. J 0 Male--51+--High School ~ c.o 57. Just the picture of the lighter itself (a silver lighter with a large flame)...I think that it was less expensive to have a Butane lighter. Female--21-34--College

Ctiti1EL/CAMEL FILTER "IT'S A GAS" PRINT RELaTED RECALL (Con-t'd) 48. It's a Butane lighter. And it was $1.00 or $1.50 with two empty Camel packs of cigarettes...The picture of the Butane lighter. A picture of a king size Camel. and a regular size. The king size had a filter. Male--35-50--High School 49. I saw a Butane lighter in the ad...A picture of a lighter and a rather predominate picture of the flame on a dark background. Male--35-50--High School 50. I believe that it is an ad for a Butane lighter for .$1.50 and two empty Camel packs...If I remember it was a little order coupon and a picture of a lighter. Male--35-50--Grade School 51. I saw cigarette lighter lit, and the Camels down in the corner...The page was dark, or black...You can get the lighter for a dollar. Male--35-50--High School 52. It took $1.50 and two Camel packages. (You send $1.50 and two packages in and you got a lighterl..The only thing I remember is the lighter itself. It was gas and had "gas" written on top of the lighter. Female--21-34--High School 53. I think the only thing I remember is that the filter type is different from the regular pack of Camels. The package is more attractive...A big lighter. Something about offering the lighter for so much with two empty packs of Camels. It was a Butane lighter. Female--35-50--High School 54. It advertised both kinds of cigarette both plain and filter. It was advertising this gas lighter also...I saw both the regular filter pack. I saw the lighter lit too...They went from the regular to the filter. (They used to be just a regular cigarette for so many years and just recently went into filters) ' Female--35-50--High School 55. 56. I think you send in two packs from Camel cigarettes and $1.50 to get the lighter...The lighter was open and lit.A monogram on the lighter (C. W. B.) A wind-proof lighter. Male--35-50--High School The lighter. It isn't expensive. a regular cigarette lighter, but a color. It is neat looking one. I It is a gas lighter, like gas flame...It was in was thinking of buying one. .A 0 Male--51+--High School 0 ~ ~ 57. Just the picture of the lighter itself (a silver lighter with a large flame)...I think that it was less expensive to have a Butane lighter. Female--21-34--College

CAMEL/CAMEL FILTER "IT'S A GAS" PRINT RLLATFD RECALL (Conz'd) 58. If you send $1.50 with two empty packs of Camel cigarettes, you will receive a lighter...It showed a lighter with a flame...It was a butane lighter, and you could get it for a $1.50 and two empty packs of Camels. Male --21-34--College 59. It was a large picture of a lighter and this lighter used a different fue1...It was a single page advertisement with the lighter very prominent on the page. Female--35-50--College 60. I did see a butane lighter...The one with the high flame. It looked like a Ronson lighter. It was a square one. It was some cigarettes (don't know brand). Male--35-50--Grade School 61. It was so easy to light. The fuel was dependable. I think it was a lighter by itself...it was a lighter on a background without color, and not much print. The lighter was predominant, and I'm sure the background was gray. The word "butane" in the ad caught my eye...The dependability of the fuel. That you don't run out of fuel so easily...Just the dependability of the lighter in that it always would light. Female--35-50--College 62. Seems like it was a full page ad with one lighter laying on the side. Some initials -"were on the center of the lighter or on the top. Male-21-34--College 63. It (the cigarette lighter) was lit. It was $1.50 and some empty cigarette packages, but I don't remember how many it took to get the lighter...Only a blown-up picture of the lighter (f lame was lighted.)...Said I could get one for $1.50 and some empty cigarette packages...Only remember the stripe on the new package of Camel Filters. ': Male--21-34--High School 64. It looked like a nice lighter but expensive...It was a big ad staring right at you. It was an attractive ad (because of the color & the way they have it printed in the book). Male--21-34--High School 65. A big picture of a lighter.. There was some cigarette advertising with it. It was on the back of the book...A big picture of the lighter with the flame shooting out of it. Male--35-50--High School 66. They just depicted a large lighter in full color...A lighter that was lit, there was a flame. Male--35-50--College 67. It was a gas lighter. Send two empty packages and a buck and a half, and they send you the lighter...A big picture of the lighter. Male--35-50--College

CAP.{LL/CAMLL FILT6R "IT'S A GAS" PRINT RLLATED RECALL (Cont'd) 68. It was a Camel ad, and they were giving away a cigarette lighter. It wasn't on a regular page it was on a little card in the maga- zine...You were suppose to send two cigarette packs to them with $1.50. Male-35-50--College 69. All I remeniber seeing is "It's Gas." (The lighter.) A flame coming out of the lighter. Male--35-50--High School 70. "It's Gas"; the lighter was lit & it said, "It's Gas." Female--35-50--College 71. Can get get for $1.50 and two empty packages...Lighter available with $1.50 and 2 packages. There's a coupon on the page. Male--51+--College 72. It was a full page ad and there was a cigarette lighter setting on a table. Male--51+--Grade School 73. You get this lighter for a dollar and a half and 2 empty packs of Camel cigarettes...A big lighter in the middle of the page. Male--21--34--College 74. I believe they had an offer of some sort for a butane lighter. Male--21-34--College 75. 2 cigarettes, or 2 packs of cigarettes,l small and 1 large..Qn the right hand corner of the page...You get it for 50~ with one or 2 of each•(you%send in the empty packages.) Male--51+--College 76. You could get it with a package top. It looked like a Zippo lighter. Buy the cigarette package and a certain amount to get th e lighter...It was very colorful, a nice display. Male--35-50--College 77. Just the lighter. Something about you can adjust the flame for cigarettes or a pipe...Use it for different lighting, ie., for cigarettes or pipe. Male--35-50--High School 78. It was a colorful ad...A cigarette lighter with color and an open f lame. _ Female--51+--High School 79. It had a good flame...It was silver...It was handy to have. You always have fluid in it. Female--51+--High School 80. Something out of the ordinary. Thinks you drop in a cartridge.. Flame concise, f lame not an overf lowing)a perfect candle f lame. A precise f lame ... Color picture on back, very attractive. -WoncTer how functional it is. Female--21-34--College

CA".1EL/CAMEL FILTER "IT'S A GAS" PRINT RELATED RECALL (Cont'd) 68. It was a Camel ad, and they were giving away a cigarette lighter. It wasn't on a regular page it was on a little card in the maga- zine...You were suppose to send two cigarette packs to them with $1.50. Male-35-50--College 69. All I remember seeing is "It's Gas." (The lighter.) A flame coming out of the lighter. Male--35-50--High School 70. "It's Gas"; the lighter was lit & it said, "It's Gas." Female--35-50--College 71. Can get get for $1.50 and two empty packages...Lighter available with $1.50 and 2 packages. There's a coupon on the page. Male--51+--College 72. It was a full page ad and there was a cigarette lighter setting on a table. Male--51+--Grade School 73. You get this lighter for a dollar and a half and 2 empty packs of Camel cigarettes...A big lighter in the middle of the page. Male--21-34--College 74. I believe they had an offer of some sort for a butane lighter. Male--21-34--College 75. 2 cigarettes, or 2 packs of cigarettes,1 small and 1 large.,Qn the right hand corner of the page...You get it for 50~ with one or 2 of each•(you-send in the empty packages.) Male--51+--College 76. You could get it with a package top. It looked like a Zippo lighter. Buy the cigarette package and a certain amount to get th e lighter...It was very colorful, a nice display. Male--35-50--College 77. Just the lighter. Something about you can adjust the flame for cigarettes or a pipe...Use it for different lighting, ie., for cigarettes or pipe. Male--35-50--High School 78. It was a colorful ad...A cigarette lighter with color and an open f lame. Female--51+--High School 79. It had a good flame...It was silver...It was handy to have. You always have fluid in it. Female--51+--High School 80. Something out of the ordinary. Thinks you drop in a cartridge... Flame concise, flame not an overflowingia perfect candle flame. A precise flame...Color picture on back,very attractive.'Wonder how functional it is. Female--21-34--College 0 ~ 0 a ~

-16- CAMEL/CAMEL FILTER "IT'S A GAS" PRINT RELATED RECALL (Cont'd) 81. Best cigarette...A small little pack in the corner of the page... Cleanest cigarette.. Male--35-50--High School 82. It was nice looking and very modern (the lighter, the appearance of it was nice looking, smooth lines)...I remember thinking that they finally got Camel in on this (getting on the bandwagon by having a filter cigarette.) Male--35-50--High School 83. It showed two packs. One was regular and the other filter... Just the two packs of Camel cigarettes. Male--21-34--College 84. Just that it had a lovely flame. And I wondered how they filled it. Female--35-50--College 85. The lighter was lit. Just one lighter-. Female--35-50--College 86, I just purchased a lighter and was comparing this one with the Butane and it struck me this Butane lighter was better. It would hold the flame better outside without blowing out... Vaguely I recall that it would be more economical, but original cost would be greater. In long run the Butane would be more economical. Male--51+--High School 87. A lighter that was working. It had flame to it. It had a picture of full sized lighter. Color (out standing bright color of the photography was bright). A lit lighter, a flame was there... I imagine it was Ronson. Just a picture of a lighter and a flame. It was near the end of the book or the front of the book, full page in color. Male--21-34--College 88. A lighter with a flame. It was in color. (The ad was in color)... It was a modern shaped lighter. It was silver and clean lines. Male--35-50--College 89. They had a cigarette lighter. If you send in a couple of empty packs, you get the lighter for $1.50...They showed two packs of Camel cigarettes, regular and the long one, down on the bottom of the page...Don't remember, just that they were advertising getting the lighter. Male--21-34--High School 90. They have a new filter. Male--35-50--High School 91. I believe it was Ronson, but not sure...The lighter. Just that ~ it was pictured there. ~ Male--21-34--College ~ .d 7 ~ N

-1]- CAMEL/CAMFL FILTER "IT'S A GAS" PKTNT RFLATFD RECALL (Cont'd) 92. How superior to other lighters. You don't have to fill it as often as fluid lighters. Use Butane gas, it's safer...A safety lighter as opposed to the regular lighter, and it won't have to be filled as often. The Butane gas lasts longer. Male--35-50--college 93. The fact that the refill lasted 30 days...The difference in the color of the pack. Not the normal package you usually see...The milder taste. Male--51+--college 94. A Ronson Butane lighter. The lighter part has the little screw on the side instead of on the bottom...Well, the lighter, the flame, about Butane. Male--51+--college

-z7- CAMEL/CAMEL FILTER "IT'S A GAS" YK1NT RELQTED RECALL (Cont'd) 92. Iiow superior to other lighters. You don't have to fill it as often as fluid lighters. Use Butane gas, it's safer...A safety lighter as opposed to the regular lighter, and it won't have to be filled as often. The Butane gas lasts longer. Male--35-50--college 93. The fact that the refill lasted 30 days...The difference in the color of the pack. Not the normal package you usually see...The milder taste. Male--51+--college 94. A Ronson Butane lighter. The lighter part has the little screw on the side instead of on the bottom...Well, the lighter, the flame, about Butane. Male--51+--college

-18- CAMEL/CAMEL FILTER "IT'S A GAS" PRINT UNRFLATED RECALL 1. This was a small lighter, a mute lighter...There was a picture of the lighter. Male--35-50--High School 2. That the filter is something relatively new...It seems to me it was a western. It was a scene...The.two different tvpes were available...Both tvpes are available as they are in the competitive brands. Female--21-34--College 3. There was a guy holding a lighter that was black. It was like leather, and it was lit...It was a corner -ad -~ page. I think it was Ronson. Female--21-34--College 4. The picture of the lighter and the round tube projecting into the lighter...A pair of hands holding it up...One refill lasts a couple of weeks. Male--21-34--College 5. Table lighter on a table. Ift a nice looking lighter...A gala colored lighter. It looked different. It was on a table... It had an unusual shape. I believe it was a Butane lighter. Male--51+--Grade School 6. The only thing I noticed it was a slim ladies lighter...I think there was three lighters, two were men lighters and the other was advertised for the ladies. Female--35-50--High School 7. It was gold. It had a mesh outside. The outside of the lighter had a mesh-like finish. Female--21-34--High School 8. Just a picture of a lighter there, I think that there was more than one on the page...All I remember is seeing the page with the lighters on it. Male--21-34--High School 9. A thumb pressing a lighter (it was in color). It was a large ad. A light background, white, the lighter was large, the flame, the thumb and it gave a general idea that it would be easy to light...The concept I got was that it was handy. (It was different than regular type you have to flip with your thumb, that has flint.)...There was a light background and simple picture got the idea across (just the lighter, your focus was on the lighter. It looked like a man's hand, masculine.) Maybe the idea of neat, simple (the lighter).The man's hand gave idea of masculinity, it (the lighter) was neat and gave idea of clean-cut. Male--35-50--College 10. All I remember is the flame. It was a rectangle gold and silver. (the lighter). Female--21-34--College

fr Apri1 13, 1967 :rtr. Art3zur F. F'ronch 12 South Twelfth : treet Phil.adelph3.a, Pennsylvania Dear 13r. Frencti: Aa we discussec' we are pla.nning to coni:uct our copy test in the May 30, 1967, issue of Loo}:. ~:e should appreciate your supplying us with 20,000 names and addresses of subscribers-4,000, selected at ranc?o,n from the telaphor.e book areas of each of the fcllowing five cities: Atlnnta, Georgia Cincinnati, Ohio ":uffalo, New York. Indianapolis, Indiana Oakland, California Please senc: the nar:es and aOc?resses to: Miss Luellen Pyles Burke Marketing Research 1529 Madison Road Cincinnati, Ohio 45206 Durke shoulG receive tbe names no later than April 28, 1967. Ytie appreciate your cooperation and help,in our testing progrCrFi. Sincerely, C. Elizateth Jac?:son ,:arketing Pesearch Departm.ent Ci;J:'ag CC: Mr. T. P. t3aller Mr. C. D. Harrington

v Great new Butane Lighter only $150 plus two empty packs of Camels or Camel Filters Important: Send check or money order and empty packs by first class mail. Mail to: BUTANE LIGMTER, P.O. BOX 9666, ST. PAUL, MINNESOTA 55177. Please send me Butane Lighter(s). I enclose $1.50 and 2 empty packs of CAMEL or CAMEL FILTER Cigarettes for each lighter. (No stamps please.) I certify that I am 21 years of age or over. Name ................................................................ 4ddress .............................................................. . :Ity ....................................... State........ Zip'.......... (PLEASE PRINT PLAINLV) *ZIP CODE MUST BE SNOWN TO ASSURE DELIVERV. Allow 30 days for delivery. This offer expires Dec. 31, 1967, Is limited to the U.S.A., and is not valid for shipment Into states where prohibited. The quality cigarette lighter! -_.Burns-standar._dd butane_f.uel_ Adjustable flame. Special windshield. Sturdy construction. Chromium plated. To get yours, , light into this Special Offer. ® © ~ L.... -, - CAMEL ® 7 D J