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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