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CONFIDENTIAL CL'e - 6 N 9 Advertising Research Report AR-67-29 August 22, 1967 CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C. o 0 ~ ~ 0 d ~

August 22, 1967 Mr. W. S. Smith, Jr. CC-Mr. B. R. Stewart Mr. Howard Gray Mr. A. G. Weber Mr. C. H. Judge Mr. J. F. Hind Mr. W. A. Sugg Mr. J. J. Bresnahan Mr. R. A. Rechholtz Mr. R. M. Odear, Jr. Mr. C. K. Lambeth Mr. T. E. Sandefur Mr. R. A. Blevins, Jr. Mr. T. P. Haller f Mrs. Babette Jackson Mr. Robert R. Etienne RE: RESULTS OF CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST . (Post Magazine...Back Cover) MRD#AR-67-29 Summary The CAMEL/CAMEL FILTER "Okay Charlie" print ad scored a related recall of 18%. This is one point below the brand recall of the recently tested CAMEL/CAMEL FILTER "It's A Gas" lighter premium ad and four points better than the related recall of the previously tested CAMEL FILTER "Hunter" ad. One-half of those giving related recall registered the key sales point of dual availability of both CAMEL and CAMEL FILTER'S. Recall of individual brands was very high (13% for CAMEL REGULAR, 14% for CAMEL FILTER). Conclusions and Indicated Action The "big pack" format seems to work well in obtaining recall. Re- sults of this test will be reviewed with the Agency to see if some of these strong prints can be carried over into future campaigns. \J: A. Albanese Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. T. P. Haller ~ ~ ~

SUMMARY CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST (Post Magazine--Back Cover) MRD#AR-67-29 This is a study to determine the recall level of.Camel/Camel Filter "Okay Charlie" print advertisement. RESULTS 1. The test ad obtained an overall related recall score of 18 percent. 2. The main salespoint, that Camel is now available with the same quality either filtered or straight, was remembered by nine percent of the respondents or 50 percent of those who gave related recall. 3. Thirteen percent gave recall related to Camel Regular and fourteen percent gave recall related to Camel Filter. 4. The situation element of "man offering another man Camel Filters" was noted by six percent (31 percent of those who gave related recall), and that of'fnan saying 'No Thanks, I smoke straight/regular/I'll get another pack' " was recalled by five percent (26 percent of those who gave related recall). 5. Seven percent mentioned seeing hands in the ad (41 percent of those who gave related recall). 6. Three percent played back the Cameleslogan. CONCLUSIONS The test ad's overall related recall score of 18 percent (of which 83 percent was specifically correct) compares favorably with the related recall level of 14 percent which was scored by Camel Filter "Hunter - Born Rich." Recall related to Camel Filter totaled 14 percent, which equals the related recall level of "Hunter - Born Rich." The majority of the respondents who gave related recall supplied detailed, informative comments, which would seem to indicate that they not only remembered seeing the ad, but were most likely impressed by it. The relative success of "Okay Charlie" was probably due to its tf simplicity, unique presentation, and the juxtaposition of the com- ~~ paritively new Camel Filter pack with the old, familiar Camel regular ° pack. The dialogue between the two men involved the reader quickly, `A and communicated the main salespoint unobtrusively. The use of ~ hands to symbolize the characters, together with the oversized o packs, seemed to be effective, both as an eye catcher and as a ~ mnemonic device. - ~ Catherine S. Genovese Marketing Research Department CSG:mh Attachments

CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST (Saturday Evening Post Magazine - Back Cover) MRD#AR-67-29 This is a study to determine the recall level of Camel/ Camel Filter "Okay Charlie" Print Advertisement. Location: Buffalo, New York San Francisco, California Minneapolis, Minnesota Atlanta, Georgia Cincinnati, Ohio Background: The four color, full page advertisement appeared on the back cover of the JUly 17, 1967, issue of Saturday Evening Post. Dates of Interviewing: July 5.through July 15, 1967 Method: Adults who smoked at least one cigarette per day and who had looked through the July 17 issue of Post no more recently than the previous day were eligible to be interviewed. Respondents were asked if they remembered seeing an ad for any cigarettes and if so, what brands. If Camel/Camel Filter was not mentioned, they were asked if they saw an ad for Camel/Camel Filter cigarettes and if so, what it said and showed. Respondents were classified according to age and education. Sample: Post magazine supplied a random selection of names of their subscribers in the test cities. MRD Note: Print ads for Chiquita, Campbell's Soup, Tareyton and Colony 100 cigarettes were recalled on"free-ride" basis.

SUMMARY OF VERBATIMS Cities Combined Base : Those who have read or looked through (309) magazine yesterday % Gave rec Charlie" all related to Camel/Camel Filter "Okay 18 Specific related recall Gener:Al related recall DETAIL OF RECALL Salespoints Is now both filter and straight/gives choice be - tweenfilter and straight/mate to Camel straight Is new/now a/filter cigarette Same taste/quality/in both filter and straight/ one as good as other/enjoy either filter or straiqht (Unduplicated "available in filter and straight with same quality" comments) ) Have a real smoke, have a Camel A real/good/cigarette 2 Rich taste/taste 1 Smooth smoking 1 Miscellaneous salespoints 1 Situation Showed filter/new/and, or regular/straight/old .Camels/cigarettes 8 Showed hands/two hands/three hands/holding filter Camels/holding regular Camela 7 Showed man offering another man Camel Filters 6 Showed man saying no thanks, I smoke regular/ straight/I'll get another pack 5 Showed regular pack empty/man out of straights 3 Showed new brown and white/gold/red/pack Okay Charlie/Charlie Two men involved Was in color/colorful Was on back cover Was full page/big/ad Had large type/printing 15 3 5 3 3 3 2 1 1 4 3 2 1 Gave unrelated recall 1 Gave no recall 81 s 100 ~ n J J ~ ~

OVERALL RELATED RECALL BY BRAND Cities Combined Base: Those who have read or looked through magazine yesterday (309) $ Gave recall related to Camel Regular 13 Gave recall related to Camel Filter 14 9 Base: Those who gave recall related to Camel/Camel Filter "Okay Charlie" Cities Combined Gave recall related to Camel Regular 72 Gave recall related to Camel Filter 78

RELATED RECALL BY CLASSIFICATION Men Vs. Women Base : Total who read magazine yesterday Men Women (196) 113) $ $ Gave related recall 20 13 Difference is significant at 90% confidence level. Age Group 21-34 ` 35-50' Over 50 Base : Total who read magazine yesterday 123) (113 68 ) $ $ $ Gave related recall 2211 3 171,2 1021 3 iNo significant difference 2Difference is significant at 83% confidence level. 3Difference is significant at 97% confidence level. Education Level Grade School High School College Base: Total who read magazine yesterday (13*) (141) (148) $ $ $ Gave related recall 151 .v 3 211'2 142,3 INo significant difference 2Difference is significant at 88% confidence level 3N6 significant difference ADenotes small base. Note: The age group and education level bases do not add to 309 because some respondents refused to divulge their age and/or education. DIALING RECORD Total dialings 23,105 Not get magazine 1,772 Not look through magazine 2,546 Looked through before yesterday 926 Looked through today 336 0 0 ~.~ Not smoke 450 x ~ Total smokers who looked through yesterday 309 0 ~n

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 test 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.

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.