Tobacco Documents Online

/I jldlv~ // O // >

Advertising Research Report MRDOAR-G7-30, 31, 2, 33 Ju.Cy 13, 1967 CAMEL "FLARE" :30/CAMEL FILTER "FERRY" :30 ON-AIR TEST AND CAMEL "SURVEYORS" :30/CAMEL FILTFR "PUPPY COMES HOME" :30 ON-AIR TEST PUBLISHEI) BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALE1f, N. C. 0 0 s 30

TABLE OF CONTENTS Page No. Product Manager Summary "Flare" :30/"Ferry" :30 First attached MRD Summary . . . . . . . . . . . . . . . . 1 Background page . . . . . . . . . . . . . 2 Summary of Verbatims . . . . . . . . . . . 3-5 Appendices . . . . . . . . . . . . . . . . 6-8 Dialing Record . . . . . . . . . . . ... . 9 "Surveyors" :30/"Puppy Comes Home" :30 MRD Summary . . . . . . . . . . . . . . . . 10 Background P age . . . . . . . . . . . . . . 11 Summary of Verbatims . . . . . . . . . . . 12 Appendices . . . . . . . . . . . . . . . . 13-14 Dialing Record . . . . . . . . . . . . . . 15 Verbatims "Flare" :30/"Ferry" :30 . . . . . . . . . . 16-23 "Surveyors" :30/"Puppy Comes Home" :30 . . 24-30 Scripts "Flare" :30/"Ferry" :30 . . . . . . . . . . 31-32 "Surveyors" :30/"Puppy Comes Home" :30 . . 33-34

July 12, 1967 Mr. W. S. Smith, Jr. CC-Mr. B. R. Stewart Mr. C. K. Lambeth Mr. Howard Gray Mr. A. G. Weber Mr. T. E. Sandefur Mr. C. H. Judge Mr. J. F. Hind Mr. R. A. Blevins, Jr. Mr. W. A. Sugg Mr. J. J. Bresnahan Mr. T. P. Haller Mr. R. A. Rechholtz Mr. J. A. Albanese Mrs. Babette Jackson Mr. Robert R. Etienne Following is an analysis of on-air test results on CAMEL/CAMEL FILTER "Surveyors/Puppy" and "Flare/Ferry" :30/:30 commercials. "Surveyors/ Puppy" and "Flare/Ferry" are two of the three :30/:30 commercials produced for the CAMEL/CAMEL FILTER pool which is currently running. Summary The present pool is clearly above average for CAMEL and about average for CAMEL FILTER. Related recall was 18% for CAMEL in "Surveyors/Puppy" and 10% in "Flare/ "Ferry" compared to a related recall average of 11% for comparable CAMEL commercials (RJR average 17%). Related recall for CAMEL FILTER was 24% in "Surveyors/Puppy" and 14% among men in "Flare/Ferry" compared to a CAMEL FILTER :30 average of 17%. Study of the verbatims indicates internal sales point recall was at least satisfactory in all four :30 segments. In fact, unduplicated taste comments in "Surveyors/Puppy" were higher than total related recall of the CAMEL "Men and Railroads" :60 commercial. In review, "Surveyors/Puppy" obtained excellent related recall scores while "Flare/Ferry" scored at an average level. Recommended Action There are no plans to produce more :30/:30 commercials having a common story line through both segments. Nonetheless, based on a comparison of results for "Surveyors/Puppy" and "Flare/Ferry", the following recom- mendations should be considered if this form is used again: 1. At the close of the first segment, further action should be clearly and specifically suggested, as was done in "Surveyors/ Puppy", to carry the viewer into the second segment. 2. While not an original observation, these two commercials do amply demonstrate the value of a mnemonic device. The Puppy served to create interest in the commercial and served as a unifying element between the two segments. 3. The relatively strong internal recall of the major copy points was probably enhanced by the essential simplicity of the story line in both "Flare/Ferry" and "Surveyors/Puppy". R, M. Odear, Jr. Mr. T. P. Haller of M.R.D. agrees with this sum~-nary from a technical standpoint. ~~ T. P. Haller

SUMMARY CAMEL "FLARES" :30/CAMEL FILTER "FERRY" :30 ON-AIR TEST (Day-after Recall) MRD#AR-67-30 & 31 This is a study to determine the recall levels of Camel "Flares" :30/Camel Filter "Ferry" :30 commercials on the day after they were first telecast. Results 1. AmoncL total respondents "Flares" :30 obtained an overall related recall score of 10_0 -(4% specific recall and 6% general recall). Among men the total recall score was 10% -(4% specific recall and 6% general recall). No salespoint was recalled by more than 2% of the commercial audience. 2. Among total respondents "Ferry" :30 obtained an overall related recall score of 12% -(9% specific recall and 3% general recall). Among men the overall score was 14% -(10% specific recall and 4% general recall). No salespoint was recalled by women. "Same" comments were made by 6% of the men. 3. The net overall related recall score for the 60-second announcement was 17%. Conclusion The performance of "Flares" is similar to that-of other Camel commercials that have been tested in that the overall score is low and playback of both salespoint-s and visual elements 'is extremely poor. "Ferry" is somewhat more successful than "Flares" in eliciting recall of salespoints, but situation recall is still very low. Our evaluation of the test commercials suggests that the rapidly moving story may be hard for viewers to follow. Moreover, the visual elements do not seem to support or enhance the copypoints. C. Elizabeth Llackson Marketing Research Department CEJ:bg 6/12/67

CAMEL "FLARES" :30/CAMEL FILTER "FERRY" :30 ON-AIR TEST (Day-after Recall) MRD#AR-67-30 & 31 This is a study to determine the recall levels of Camel "Flares" :30/Camel Filter "Ferry" :30 commercials on the day after they were first telecast. Location: Atlanta, Ga. Indianapolis, Ind. Minneapolis, Minn. Oklahoma City, Okla. Cincinnati, Ohio San Francisco, Calif. Background: The test commercials appeared in the last commercial position of the third half hour of "The Virqinian" (at 8:55 p.m. EST) on April 19, 1967. The commercials were part of a new pool of Camel/Camel Filter commercials and were being telecast for the first time. Date of Interviewing: April 20, 1967 Method: Any adult who smoked at least one cigarette per day and watched television the previous night was eligible to be inter- viewed. They 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 commercials for regular Camel and Camel Filter cigarettes and, if so, what they said and showed. They were asked whether they saw the scenes just before, during and just after the commercials. Pro- gram and activity prompts were used to determine whether the res- pondent was actually in the commercial audience. All respondents were classified according to sex, age, education, and type of television viewed. Sample: Numbers were chosen at random from local telephone directories. MRD NOTE: Old Gold "Three-Way Coupons" :60 was also tested on a "free-ride" basis.

SUMMARY OF VERBATIMS AR-67-30 Cities Combined Men Women Total Base - Total in commercial audience - (100) (28) (128) $ $ $ Gave recall specifically related to "Flares" :30 4 Gave only recall generally related to "Flares" :30 6 Gave recall related to "Flares" :30 (10) DETAIL OF RECALL Salespoints Made from/has/rich/natural/tobacco Is best selling non-filter/best cigarette Has good/rich tobacco/taste Camels satisfy longer Smoke a Camel cigarette Situation Shows man/people/smoking Camels/cigarettes Shows man driving a truck Shows man fix tire/help couple Shows couple, just Shows outdoor scene, Misc. situation just 4 3 2 3 2 2 2 - 4 1 - 4 1 3 4 3 2 4 2 1 4 2 1 4 2 1 - 1 - 4 4 Gave unrelated recall 4 ~ 3 Gave no recall 86 89 87 100 100 100

SUMMARY OF VERBATIMS AR-67-31 Cities Combined Men Women Total Base - Total in commercial audience - (.101) (26) (127) $ $ $ Gave recall specifically related to Ferry" :30 10 4 9 Gave only recall generally related to "Ferry" :30 4 - 3 Total who gave related recall (14) (4) (12) DETAIL OF RECALL Salespoints Has a/good/brown/filter 7 - 5 Has/same/real/rich/tobacco/taste/flavor 5 - 4 Is same/good/cigarette/tobacco/as Camel 3 - 2 (Unduplicated "same" comments) (6) - (5) Is good/best/cigarette 5 - 4 Camel/has a new/now has a/filter 4 - 3 Has good tobacco, just 1 - 1 Smokes longer 1 - 1 Born rich 1 - 1 Situation Showed/man and woman/couple/in car 3 4 3 Showed people smoking 2 4 2 Showed truck driver 1 4 2 Showed car on ferry - 4 1 Showed couple recognize truck driver - 4 1 Miscellaneous situation 2 - 2 Gave unrelated recall 4 - 3 Gave no recall 82 96 85 100 100 100

SUMMARY OF RELATED RECALL MRD#AR-67-30 & 31 Men Women Total Base: Total in commercial audience of "Flares" (101) (28) (129) and/or "Ferry" $ $ % Gave recall rel "Flares" ated to only 4 11 b "Ferry" only 8 - 6 Both 6 4 5 '(18) (15) (17) Gave only recal "Flares" l unrelated to only 2 .- 2 "Ferry" only 2 - 2 Both 2 -_ 2 ( 6) ( -) 6) Gave no recall 76 85 77 100 100 100

APPENDIX la MRD#AR-67-30 All bases consist of men only. AGE Under 35 35-50 Over 50 Base: Total in commercial audience (19) (32) (46) $ $ ~ Gave related to "Flares" :30 16 6 11 No significant difference. EDUCATION Grade High School School_ College Base: Total in commercial audience (27) (47) (22) $ $ $ Gave recall related to "Flares" :30 41 171i2 52 1Difference is significant at 95% confidence level. 2Difference is significant at 90% confidence level. B & W VS. COLOR B&W Color Base: Total in commercial audience (74) (26) Gave recall related to "Flares" :30 11 8 No significant difference NOTE: In some instances the sum of the bases within a classification may not equal 100 because some men either refused to answer or were not asked the question. Also note that all bases are small. ~ ..r N O~