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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~

APPENDIX Ib AR-67-31 All bases consist of men only. AGE Under 35 35-50 Over 50 Base: Total in commercial audience (21) (35) (43) $ $ $ Gave recall related to "Ferry" :30 19 11 14 No significant difference. EDUCATION Grade School High School College Base: Total in commercial audience (23) (57) (18) $ $ $ Gave recall related to "Ferry" :30 17 11. 22 No significant difference. B & W VS. COLOR B & W Color Base: Total in commercial audience (76) (25) $ $ Gave recall related to "Ferry" :30 14 12 No significant difference NOTE: In some instances the sum of the bases within a classification may not equal 101 because some men either refused to answer or were not asked the question. Also note that the bases are small. ~ ~ N J

APPENDIX II Below is a list of RJR cigarette 30-second commercials which have been tested and whose test results have been published. OVERALL RELATED BRAND COMMERCIAL RECALL SCORES Winston "Conductor" 22% Salem "Down River" 15 Camel "Men'& Railroads" 7 Camel Filter "Surf Fishing" 20 Winston "Home Movies/Skiing" 8 Salem "Sailboat" 14 Tempo "Contemporary" 8 Winston "Query" 44 Winston "Girl & Trumpet" 18 Camel "Tradition" 16 Camel Filter "Tradition" 15 overall related recall score 17%. Average

DIALING RECORD MRD#AR-67-30 & 31 Total dialings 9,904 No TV set 111 Not smoke 1,679 Not watch last night 626 Not remember program, set off, other channel 361 In program audience 211 In commercial audience of "Flares" 128 in commercial audience of "Ferry" 127

-10- SUMtifARy CIIMEL "SURVESIORS" :30/CAMEL FILTER "P[tPPy COMES HOME" :30 ON-AIR TEST (Day-a6.teA Recat.2) MRV#AR-67-32 9 33 This is a study to determine the recall levels of Camel "Surveyors" :30/Camel Filter "Puppy Comes Home" :30 commercials on the day after they were first shown. NOTE: Although "Surveyors"/"Puppy" are two separate commercials, it is evident from the verbatims that many respondents thought them,to be one commercial. It is meaningful, then to consider not only the related recall scores of the individual brands but also the overall score for the entire 60-second announcement. Results 1. The overall related recall score for the entire 60-second announcement was 28%. 2. A total of 18% gave recall apparently related to the Camel :30, and 24% gave recall apparently related to the Camel Filter :30. 3. Among men the overall score for both commercials was 29%; recall for the Camel :30 was 20%; and recall for the Camel Filter :30 was 25%. 4. Comments about taste were made by 9%, or 32% of those who gave recall. 5. The lost puppy was remembered by 9%. Conclusion Both the individual and the combined scores of "Surveyors" and "Puppy Comes Home" are good. Recall of taste salesmessages is higher than that for other Camel brand commercials that we have tested. Situation recall, while not high, is detailed. One of the reasons for the success of these commercials is probably the interesting and unusual "slice-of-life" situation. In our judgment the puppy acted as an attention-getting device, and the appeal of its plight held the interest of viewers. C. Elizabeth Jackson Marketing Research Department CEJ:bg Attachments July 6, 1967

CAMEL "SURVEYORS" :30/CAMEL FILTFR'"PUPPy COMES HOME" :30 ON-AIR TEST MRD#AR-67-32 9 33 This is a study to determine recall levels of Camel "Surveyors" :30/Camel Filter "Puppy Comes Home" :30 piggy- back commercials on the day after they were first shown. Location: San Antonio, Texas Atlanta, Georgia Albuquerque, New Mexico New Orleans, Louisiana Background: The test commercials appeared in the second commercial position (8:46 P.M. EST) of "Rat Patrol" on April 24, 1967. Date of Interviewing: April 25, 1967 Method: Any adult who watched television the previous night and who smoked at least one cigarette per 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 commercials for Camel Regular and Camel Filter and, if so, what they said and showed. Respondents were asked if they had seen the scenes just before, during, and just after the commercials. Program and activity prompts were used to determine whether the respondent was actually in the commercial audience. 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: The test was also scheduled for Louisville, Ky., but was cancelled when the commercials did not appear.

-1L SUMMARy OF VfRBATIh1S MWAR-61-32 6 33 Cities Combined Men Women Total Base: Total in commercial audience of either or both commercials. (93) (13) (106) $ $ $ Gave recall apparently related to Camel 20 - 18 Gave recall apparently related to Camel Filter 25 15 24 Gave only recall generally related to Camel Family 4 8 4 Total who gave related recall(unduplicated) (29) (23) (28) DETAIL OF RECALL Salespoin-.s New Camel Filter/Camel/now has a filter/ is now a filter cigarette/has a good filter 9 8 9 Smooth taste 5 - 5 Mild/tastes mild 4 15 6 Have same taste (Camel Regular & Filter) 4 - 4 Camel's real taste/satisfies/Camels satisfy/ longer 4 - 4 Have same tobacco/quality 3 - 3 Have good/rich taste 2 - 2 (Unduplicated taste) (9) - (9) (Unduplicated "same") (3) - (3) Have a Camel/smoke Camel/filter 5 - 5 Good/best cigarette 3 - 3 Miscellaneous salespoints 5 - 5 Situation Showed lost dog/puppy/found by men 9 8 9 Two surveyors/men/on beach 8 - 8 Surveyors/men/smoke Camels 8 - 8 Two/men in jeep 8 _ 8 Try to find owner/return dog to owner/ wonder whom dog belongs to 6 6 Put dog in jeep/and/drive down beach 4 4 Two men, just 2 2 Showed Camel Filter smokers offer cigarette to Camel Regular smoker/who refuses/some- one offering cigarette 9 - 9 Shows people/lighting/smoking cigarettes/ showing packs 6 8 7 Advertised both together/Camel Regular first 5 - 5 Showed couple/man and wife/in/beach house 4 8 5 Couple smoke Camel Filter 4 - 4 Couple/miss puppy/look for him 2 - 2 Miscellaneous situation 4 - 4 Gave unrelated recall 6 15 8 Gave no recall 65_ 62 64 100 100 100

-13- APPENVIX I AR-67-32 £ 33 (Men Only) A~ae Under Over 35 35-50 50 Base: Total in commercial audience (27) (41) (24) $ $ $ Gave recall related to "Surveyors'% "Puppy Comes Home" 30 34 21 No significant difference. Education Grade School High School College Base: Total in commercial audience (21) (48) (23) $ $ $ Gave recall related to "Surveyors"/ "Puppy Comes Home" 38 27 26 No significant difference. B & W Vs. Color B & W Color Base: Total in commercial audience (69) (23) $ $ Gave recall related to "Surveyors"/ "Puppy Comes Home" 23* 48* *Difference is significant at the 97% confidence level. NOTE: In some instances the sum. of the bases within a classification may not equal 93 because some respondents either refused to answer or were not asked the question. Also note that all bases are small. ~ ~ w ,~

-14- APPENDIX II AR-67-32 & 33 RJR CIGARETTE :30'S Below is a which have been list of RJR 30-second cigarette commercials tested and whose results have been published. BRAND COMMERCIAL OVERALL RELATED RECALL SCORE Winston "Conductor" 22% Salem "Down River" 15 Camel "Men & Railroads" 7 Camel Filter "Surf Fishing" 20 Winston "Home Movies/Skiing" 8 Salem "Sailboat" 14 Tempo "Contemporary" 8 Winston "Query" 44 Winston "Girl & Trumpet" 18 Camel "Tradition" 16 Came l Filter "Tradition" 15 Camel "Flares" 10 Camel Filter "Ferry" 12 Average overall related recall score 16% RJR CIGARETTE :60'S Below is a list have been tested and of RJR 60-second cigarette commercials which whose results have been published. BRAND COMMERCIAL OVERALL RELATED RECALL SCORE Winston "Home Movies/Skiing" 16% Winston "Montage" 19 Camel Menthol "Beach" 16 Camel Filter "Surf Fishing" 21 Camel "Men & Railroads" 6 Salem "Down River" 13 Winston "Fireworks/Interrupter" 33 Winston 100 Green "Jetty" 51 Winston "Girl & Trumpet/Interrupter" 36 Winston 100 Red "Golden Pack" 35 Winston "Girl & Trumpet" 25 Winston "Musical Notes" 23 Average overall recall score 25%

DIALING RFCORD MRD#AR-67-32 6 33 Total dialings 6,875 No TV 86 Not smoke 1,098 Not watch last night 436 Other channel, not remember program, set off 311 In program audience 132 In "Surveyors" and/or "Puppy Comes Home" commercial audience 106

CAMEL "FLARES" :30 RELATED RECALL--GENERAL (Men Only) 1. They are richer in tobacco. 55--Grade school--B&W 2. I think I saw something about a new cigarette or something. 62--College--Color 3. The same thing. Rich tobacco. 29--High school--Color 4. They are nothing but the best (Camel's regular cigarettes). 70's--High school--B&W 5. Number one non-filter cigarettes. 53--High school--B&W 6. I just happened to remember this one fellow was smoking a Camel and he turned around and the fellow held up a pack and he was smoking Camels, too...An outdoor scene of some kind, I do not remember what it was. 51--High school--B&W

-17- CAMEL "FLARES" :30 RELATED RECALL--SPECIFIC (Men Only) 1. It was the same as the filter commercial. The truck driver and the couple they each smoked a Camel. One smoked a Camel regular and the other a filter. 35--High School--B&W 2. Best selling cigarette...A man driving a truck,Yie's fixing a tire and he smokes a cigarette...Say that Camels are best selling cigarette. 21--High School--B&W 3. They showed a man smoking Camel cigarettes...Camel is a man,~~ cigarette. They have a full flavor...Full rich tobacco taste. 21--High School--B&W 4. It was talking about the taste and the natural tobacco...A pack was flashed up then on the screen...They were talking about the fine taste and the good tobacco. The tobacco is rich tasting. 46--High School--B&W

-18- CAMEL "FLARES" :30 RELATED RECALL--SPECIFIC AND GENERAL COMBINED (Women Only) 1. They were in a car (a man and woman) and a truck driver helped because their car was broke down, they were on a bridge and they had to stop to let the boats go by and then they saw the truck driving by they waved to him with their cigarettes. One had the Camel Filter and one had the plain cigarette, but I do not remember which one had the filter or plain...Just them (the man and the woman and the truck driver). smoking. 21--High School--B&W 2. I just noticed that it was a different package being held in a persoris hand...Camels satisfy longer. Smoke a Camel cigarette. That is the usual jingle. 60--College--Color 3. It was a brown package. 60--College--Color

-19- CAMEL "FLARES" :30 UNRELATED RECALL (Men Only) 1. They had the same advertisement as they had with Old Gold,but they do not have stamps...They tear the filter open and spill out the tobacco, they claim it is the best tobacco and from the best leaves you can get... Some people like the Camel Regular better than the filter.-,:=_There is more tobacco flavor. 70--Grade School--Color 2. There was a mail plane picking up mail and an old model truck taking the mail to the plane. The man in the plane and the truck driver were all smoking Camels...It was a scene back in the old day of old air- planes, but the cigarette being smoked was Came1...They are made of fine tobacco. They have a richer flavor. 46--Coll.ege--B&W 3. A man and woman kept butting in telling about the coupons that you turn in for cash or catalog selections. She pulled out a bunch of coupon books and also some money to illustrate what she was saying... The filter seemed to be the main idea and the coupons I guess. 66--College--Color 4. Something about a fella on a construction job and he was advertising Camels. 54--College--B&W

-20- CAMEL FILTER "FERRY" :30 RELATED RECALL--SPECIFIC (Men Only)• 1, Same good taste. It's a good cigarette with lots of flavor. It was a new commercial. They have a filter cigarette now...There was two groups of people. One man was in a truck. He stopped to help a couple, and then they all had a Camel cigarette (I don't remerhber which ones smoked the filter or the regular cigarettes, but they all smoked a Camel. She had a filter Camel cigarette.) 2. 35--High School--B&W Camel now had a filter, and they didn't have before...They said they were the best filter cigarettes. They said they had the same rich taste of fine tobacco even though it was a filter. 46--High School--B&W 3. I think I remember a gentleman say it was the same old cigarette with a filter on it is all I remember...Just the package and the man holding i.t...It is a good cigarette. 27--High School---B&W 4. A great tobacco taste in a filter cigarette...Pack of cigarettes was shown...A fine tobacco taste in a filter cigarette...Same tobacco with a filter. 25--College--B&W 5. It was a new commercial with the filter Camel. I did not know they had filter cigarettes...I remember seeing the pack. The guy was holding the package, and it had a brown filter on it... It seems like they said they had the real taste of the regular Camel. 33--High School--Color 6. Camel tastes milder with the filter...They (a man and woman) were on the water, on the shore...They are good tasting and milder with the filter...They are good tasting. 74--Grade School--B&W 7. I saw a pack of Camel Filters...It showed a pack of Camel Filters. It is a good cigarette plus a filter...Good tobacco plus a filter. 54--High School--B&Vd 8. A car with a young couple in it. The people were smoking, and a truck driver helped them. , 9. 50--Grade School--B&W They came out with a new filter or something along that line... 0 0 The same old line, you know, nothing like them. .n 62--College--Color 10. When they show the commercial for Camels then they say they now have the new Camel Filter cigarettes. D 21--High School---B&W

-21- CAMEL FILTER "FERRY" :30 RELATED RECALL--GENERAL (Men Only)- 1. Iri the jet age men are smoking Camels, but now they are smoking Camel Filter cigarettes...The same fine tobacco as the Camel regular. 46--College--B&W 2. I saw Camel and the filter. I did not pay much attention... The best cigarette, longer smoke, good old Camel. 71--Grade School--B&W 3. The color was lousy...Just the with a filter...Ng except that package...The regular package they (Camels) have a good filter. 54--College--Color 4. They claim they are born rich...The package of Camels is all... They are born rich, and they are better than any other cigarettes. 55--Grade School--B&W

-22 CAMEL FILTER "FERRY" :30 RELATED RECALL - SPECIFIC (Women Only) A man and a woman and a truck driver, and one was smoking, and they were saying they smoked Camel Filter. They were the same ones from the other commercial...The car was on the ferry with the man and the woman, and they recognize the truck driver they had waved down. 21--High School--B&W

-23- CAMEL FILTER "FERRY" :30 UNRELATED RECALL 1. (Men Only) Give impression a lot of folks did not know they were making filter cigarettes. Gave advertising about how low in nicotine and tar the Camel Filters are...Construction men, steel workers, and they were working hard. It was time to take a break and light up a cigarette...Get a lift with Camel. 51--High School--B&W 2. Camel cigarettes and a train. He went through a town and stopped and bought a pack...Package was brown and gold...Largest selling cigarette in world 21--High School-B&W 3. Just that they tore up the filter and the cigarette, and it had the same tobacco as the non-filter cigarette...Just a guy showing another fellow the cigarette with the idea that the same tobacco is in both types. 70--Grade School--B&W 4. It had a Camel filter,two toned pack, light at the top, dark at the bottom...It was Camehs menthol. 47--High School--B&W

CAMEL "SURVLyURS" :30/CAMEL FILTfR "PUPPY COMES HOME" :30 RFLATFD RECALL - SPECIFIC AND GENERAL RECALL COMBINED (Men Unty) l. There was people on the beach; there was a racing car on a beach. Oh, somebody lost their dog; and the surveyor is on the beach; and they brought the dog back to the people; and they said, "Have a Camel." The same old gimmick - it tastes mild and all that...The people on the beach, the surveyor, the people in the truck or jeep. They drove down the beach and found the proper owner of the dog and passed the cigarettes around. They flipped out another Camel cigarette and started smoking...They said Camels are milder and longer, new filter Camels...The new king size filter - they say they are milder...That's what was first. Two surveyors on the jeep were smoking non-filters. Male-33-high school-B&W 2. A dog ran away from home and surveyors brought the dog back. They (the surveyors) were smoking Camel regulars, and people who the dog belong to were smoking filters...People in the beach house and dis- covered their dog was gone. When surveyors brought dog back, they were smoking regular Camels...Came1's real taste satisfies longer... These guys (surveyors) in a jeep and they were calling out numbers. While they were taking a break and smoking, this dog came up. They picked up the puppy and put him in a jeep and rode up the beach toward the pad...Puppy's gone. People on pad looking for the dog and the surveyors rolled up with the puppy. The surveyors were smoking Camel regulars and the husband and his wife on the pad were smoking Camel Filters. Male-21-high school-B&W 3. They show a close up of the back of a guy holding the pack in his hand...The man and woman at the beach house were smoking filters... They were new. I don't remember if it was menthol or longer or any- thing e1se...That they were fresher and milder...It was combined. They advertised both of them at the same time. It was about two surveyors. They were surveying on the beach on a sea shore. A little puppy came, and they were wondering where it came from... The two surveyors that light the cigarettes. When they took the dog to the man who the dog belong to he offered them a cigarette, but they were already smoking...They were longer. Male-34-high school-B&W 4. (Respondent said, "They worked the two commercialsin together.") There were two men on a beach; they were surveying and saw.a lost puppy. They saw a house over the hill. The people in the house missed the puppy and started hunting for him. The men were coming down the road with the puppy in the jeep when they ran into the people from the house. The people in the house had filter cigarettes the people from the beach had non-filter Camels. The man from the house offered a filter cigarette to the men in the jeep. The men in the jeep shook his head and pulled out the unfiltered Camels...Guys on the beach surveying. There was the beach, the water, and the sand.

A shoreline. There was a house over the ridge that looked like a beach house...It was a stronger cigarette...The guy and the woman, the man and the lady in the house lit up a filter cigarette. Male-42-grade school-B&W 5. I saw a man and woman and the two men in the jeep. They brought the puppy home. Man and woman were smoking the filter cigarettes. They were glad to get their dog home...More smoking pleasure in Camels. Good taste...Two men picked up a puppy on the beach. They were in a jeep...It was good. Just two guys smoking, when they took the dog up and took him in jeep, then it went into the filter com- mercial...Just the regular Camel advertising. Real smoking pleasure. Male-40-high school-B&W 6. The only thing was a phrase - born rich...Comparison of the two packages of cigarettes - (Camel Filters and Camel regulars)...I'm sure they were trying to get the public to smoke more filters... There were two men in a jeep smoking Camel cigarettes...Two men. It looked like they were in the desert, were working, and a little dog came up and they were going to find out where it belonged. They lit up a Camel first...As I said before, they were trying to get the people to smoke more filters, but I never will. I like my Camels. Male-35-college-color 7. The puppy, the two men in the jeep bringing the puppy back to its owners...The puppy and the men in the jeep smoking Camels...They were both together. The Camel regular and the Camel Filter ciga- rette...If you want a real smoke, have a Camel cigarette. Male-44-high school-color 8. These two guys were on the beach, and they saw a little dog, and they was wondering whose it was. They went up to this house on the hill, and they started talking about the dog. Another offered a cigarette and the other said he had one, and one was filtered and the other one was plain...Mainly the beach because they were building a road or something...That was mainly the filter cigarette. Male-23-high school-B&W 9. A fellow was telling another fellow that Camel Filters had the same taste as the regular Camel cigarettes...That they (Camels) were one of the oldest cigarettes...Like all cigarettes they were the best... Some fellow with a package of cigarettes in his hand and smoking a cigarette...They had been the best cigarette in the.market and the filter cigarette had the same quality as the non-filter. Male-67-college-color J J ~ ,.n

10. Two men were out smoking Camel Filters on the beach...Two men who had just started smoking Camel Filters offered it to two that smoked regulars...Here have a cigarette. The new Camel Filter delivers the taste. The regular also delivers the taste...The smart taste for a smoker. Male-46-college-B&W 11. It's milder and smoother...Camels satisfies longer. It's the leading cigarette and now has a filter. Male-54-grade school-B&W 12. A guy offered him one with non-filter. He showed him his pack with filter cigarettes and he said no thanks or something like that...I just saw the guy. He said to someone who just drove up in a boat, I believe he had a girl with him. They came to talk to the one in the car. He offered him a cigarette and he already had one with a filter.. It seems like you can now get the Camel taste of tobacco with a filter. It seems that would be what they want you to understand...That the Camel type cigarette with a filter had same taste as regular Camel... Other than just the guy smoking one. He took it out of the pack and laid the pack on the console of the car...Just the guy taking one out and lighting one up. You see that pow. (They give you the pack - bam - with the picture, then lays it back down. Slam it at you.)... They had the bit about the real taste of Camels. It seems like a new saying, Camels real taste. Male-30-college-color 13. (The cigarette) It had a double filter in it, this made it an improve- ment over others. (other filter cigarettes)...It was two fellows, they were smoking Camel cigarettes. They were in a jeep...That it was a better cigarette than the regular Camel cigarettes...That you could try the non-filter or the filter, one was as good as.the other. Male-34-high school-B&W 14. There were two men in a jeep and one of the men ask the other man if he didn't want a Camel cigarette...I saw the packages of cigarettes - one filter pack and one non-filter pack. Male-46-grade school-B&W 15. The pack is the biggest thing I remember about it. It explains mostly the flavor...Milder tasting and the same rich tobacco...Smoother flavor milder flavor, smoother flavor. Male-38-high-school-color 16. Couple of men talking about the cigarettes, the rich smooth taste. Male-36-high school-B&W

17. Something they were saying about them...Something like they were in the woods...They satisfied longer...They advertised the non-filter first and then the Camel Filter. Male-37-grade school-B&W 18. I believe it was a scene around water...That it was a new filter. (A longer filter and a better filter.) Male-5l-grade school-B&W 19. A couple of men were in it...They use the same tobacco in it as they use in the regular Camels. Male-29-college-color 20. Smoke Camel Filter cigarettes...Camel Filters were the best. Male-37-high school-color 21. I just saw when they brought out the Camel Filter cigarette...A man with a package of Camel Filter cigarette...They just said new Camel Filter cigarette. Male-42-high school-color 22. They showed the pack and said it was a new filter. Male-28-high school-color 23. Some girl and some guys, they were smoking. It was a nice commercial.. Male-58-grade school-B&W 24. Usually tell you, they show Camel regular and filter and that both are regular cigarettes with the same tobacco. Male-58-high school-B&W 25. it (Camel) was made from real tobacco. Male-46-grade school-B&W 26. It was brown. (The top of the Camel Filter package)...I was surprised to see a Camel Filter cigarette. Male-35-college-color 27. I saw the commercial, saw one man offer another one a cigarette and he said have a Camel...One man offered the other a cigarette and it was a Camel...He'd been smoking Camels for 18 to 20 yrs. (The man who was giving the other one the Camel, told him that.) Male-37-grade school-color

CAMEL "SURVEYORS" :30/CAMEL FILTER*"PUPPy COMES HOME" :30 UNRELATED RECALL (Men Oney) l. That they are supposed to be the same tobacco except it had a filter. That was the one with the airplane delivering mai1...This old biplane coming in for a landing and two guys were there drove off in an old truck with the mail. From there they left in a newer plane. It comes into the commercial for the regular Camel and he offers one to the other guy and this guy pulls out his pack and his are filtered...Tellir.g about the tobacco and that the only difference was the filter. Then the old biplane came in for a landing. The two guys were both smoking Camels. Male-25-high school-B&W 2. It's the same cigarette we've always had with a filter, retaining the flavor...I seem to remember an airplane or something about the far north...That I can still have my Camel and the same flavor with a filter...It's the same good smoke it always was...Over a period of time nothing had been lost from the Camel we had known. Male-54-college-B&W 3. There was a fisherman on the pond in a boat. Male-31-high school-B&II 4. They said it was mild and cool. They said it was smooth and mild (the announcer)...They showed the difference between each cigarette that the smokers usually use. The people were iron workers on a ship... They said they were mild and coo1...They are more mild than any other cigarette. Male-40-high school-B&W 5. They showed that they are 100 milligrams longer. Male-27-grade school-B&W 6. They showed a pack of Camels...Something new about the filter. Male-47-high school-B&W

CAMEL "SURVEyORS" :30/CAMEL FILTER "PUPPY COMES NUME" :30 RELATED RECALL - SPECIFIC AND GENERAL RECALL CUMBINED (Women Unty) 1. That was the one where the dog was missing...A young couple and a cabin close to the sea. Female-21-college-B&W 2. Lighting his cigarette...Walking and lighting his cigarette...Longer cigarettes and it had a filter and it was mild. Female-37-grade school-B&W 3. It's a mild flavor. Female-34-grade school-B&W

CAMEL "SURVEYORS" :30/CAPr1EL FILTFR "PUPPY COMES HOME" :30 UNRELATED RECALL (Women Onty) l. Man was working at a construction company. Camel has the real taste. A filter tip cigarette...The real taste that satisfies longer...A man working in an oil field...The cigarette with the in-between taste. Female-53-grade school-B&W 2. They opened the cigarette and showed the charcoal inside. (Just broke it open; the man who was holding it.)...They said they are different now. Female-65-college-B&W

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April 11, 1967 Mr. R. A. Rechholtz NOTIFICATION OF ON-AIR TEST This memo is for information only. TELEVISION PROGRAM: Virginian DATE OF TELECAST: April 19, 1967 CITIES AND STATIONS INVOLVED Atlanta WSB-TV Dayton WKEF Indianapolis WFBM Minneapolis _KSTP Oklahoma City WKY San Francisco KRON CUT-IN CHARGES nil SCHEDULED NETWORK LINE-UP *lst Camel "Flares" :30 *2nd Camel Filter "Ferry" :30 (*) Denotes commercial to be tested. CEJ:bg SUGGESTED LINE-UP *lst Camel "Flares" :30 *2nd Camel Filter "Ferry" :30 ~ C • -°.~~~ , t, W~ 4/, "Z ~'~ ~x - - / C. EJ.izabeth" Jackson Marketing Research Department CC: N.r. Howard Gray Mr. Mr. R. J. A. A. Blevins, Jr. Albanese, Jr. Mr. R. t•i. Odear, Jr. Mr. T. P. Haller Mrs. Babette jackson-Dancer-Fitzgerald-Sample, Inc., New York Mr. R. R. Etienne-Dancer Fitzgerald-Sample, Inc., New York

April 11, 1967 Mr. R. A. Rechholtz NOTIFICATION OF ON-AIR TEST This memo is for information only. TELEVISION PROGRAM: Rat Patrol DATE OF TELECAST: April 24, 1967 CITIES AND STATIONS INVOLVED CUT-IN CHARGES Atlanta WAII Albany WAST Cincinnati WKRC New Orleans WVUE Omaha KETV San Diego XETV SCHEDULED NETWORK LINE-UP *lst Camel "Surveyor" :30 *2nd Camel Filter "Puppy Comes Home" :30 (*) Denotes commercial to be tested. nil SUGGESTED LINE-UP *lst Camel "Surveyor" :30 *2nd Camel Filter "Puppy Comes Home" :30 C. Elizabeth Jackson Marketing Research Department CEJ:bg CC: Mr. Howard Gray Mr. Mr. R. J. A. A. Blevins, Albanese, Jr. JT. Mr. R. M: Odear, Jr.' Mr. T. P. Hailer Mrs. Babette Jackson-Dancer-Fitzgerald-Sample, Inc., New York Mr. R. R. Etienne-Dancer-Fitzgerald-Sample, Inc., New York