Tobacco Documents Online

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