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CONFIDENTIAL (Lk -G7-7P Advertising Research Report MRD#AR-6 - 78 CAMEL FILTER "EXTRA LONG -- PACK" :30 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C.

TABLF OF CCNTFNTS MRD#AR-67-78 Page Product Manager's Summary . . . . . . . . . . . First Attached MRD Summary . . . . . . . . . . . . . . . . . Second Attached Background . . . . . . . . . . . . . . . . . . 1 Summary of Verbatims . . . . . . . . . . . . . 2 Appendices . . . . . . . . . . . . . . . . . . Dialing Record . . . . . . . . . . . . . . . . Verbatims . . . . . . . . . . . . . . . . . . • Scr ipt . . . . . . . . . . . . . . . . . . . .

December 8, 1967 Mr. W. S. Smith, Jr. CC-Mr. B. R. Stewart Mr. R. A. Blevins, Jr. Mr. Howard Gray Mr. A. G. Weber Mr. T. P. Haller Mr. C. H. Judge Mr. J. F. Hind Mr. J. B. Stuart Mr. W. A.'Sugg Mr. J. A. Albanese Mrs. Babette Jackson Mr. R. A. Rechholtz Mr. T. E. Mr. C. K. Sandefur Lambeth Mr. Mr. Robert R. Etienne Bernard Ober RE: CAMEL FILTER "EXTRA LONG-PACK" ON-AIR TEST - MRD #AR-67-78 SUPiMARY : "Extra Long-Pack" performed well above average obtaining an overall related recall score (18%) equal to or higher than nearly 75% of the :30 commercials previously tested and higher than the average recall scores obtained by the four CAMEL FILTER commercials (14%) tested last year. Well over half of those giving related recall played back our basic sales concept - "CAMEL FILTER doesn't have to be longer to taste or be good." Many of the verbatims indicated acceptance of the humorous dig at super king size cigarettes. Recall of the "Extra Long" cigarette visual element dominated situation recall and in view of the rela- tively high overall score of the commercial was probably an effective mnemonic device. CONCLUSIONS AND RECOMMENDATIONS: As long as 100NIM cigarettes remain topical, our present copy strategy should be effective and will be maintained in future commercials. Greater effort will be directed toward building more interest and variety into the background scene and situation. R. M. Odear, Jr. Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. l T. P. Haller

suPtMARy CA 1FL FILTER "EXTRA LUNG -- PACK" :30 clN-AIR TEST (Day-aSten Reeatt) MRDOAR-G7-78 This is a studv to determine the recall levels of Camel Filter "Extra Long -- Pack" :30 commercial. , RESULTS 1. "Pack" obtained an overall score of 18% which was comprised of 13% specifically related recall and 5% generally related recall. 2. Ten percent played back "Doesn't have to be longer.../to taste/to be/good..." 3. Taste salesnoints were-recalled by 8%. 4. The man smoking the "one/two/three-foot long" cigarette Was remembered by 10 0 . CONCLUSION The test commercial performed reasonably well. The overall score is higher than the 1966-67 R. J. R. cigarette : 30's average of 14%. Recall of major salesmessages and visual elements, both at slightly over half the overall score, is about average. In our judgment, the success of the commercial is due to the following elements• the presentation of a single major copy point, the co-sunport of audio and video, and unusual execution, and timeliness of the message. ~ C. Elizabeth ~~'ackson Marketing Research Denartment CEJ:af_f 12/1/67 0 ~ n D ~ ~ un N

CAMEL FILTER "EXTRA LONG -- PACK" :30 ON-AIR TEST (Vay-as.ten Reea.et) A1RD#AR-67-78 This is a study to determine the recall levels of Camel Filter "Extra Long -- Pack" :30 on the day after its first telecast. LOCATION BACKGROUND Buffalo, New York . Minneapolis, Minnesota Columbus, Ohio New Orleans, Louisiana Indianapolis, Indiana Sacramento, California The test commercial appeared in the second half of a :30/:30, preceded by Camel "Morocco" :30. The isolated piggyback was in the second commercial position of "Rat Patrol" (at 8:44 p.m. EST) on November 6, 1967. DATE OF INTERVIEWING November 7, 1967 METHOD Adults who smoked at least one cigarette per day and who had watched television the previous night were eligible to be interviewed. Respondents were asked whether they remembered seeing any cigarettes advertised the previous night and, if so, which brands. If the test brand was not mentioned, they were asked whether they remembered seeing a commercial_for Camel Filter and, if so, what it said and showed. Those who had watched "Rat Patrol" were asked whether they remembered seeing the scenes just before, during, and just after the commercial. Program and activity prompts were used to determine whether the respondent was actually in the commercial audience. Respondents were classified by 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 to take place"in Indianapolis; however, "Rat Patrol" was pre-empted by a local political program. Columbus f was substitued for Indianapolis. -.:D 0 ~ ~ u~

-z- SU,tfhlARy OF VERBATIhIS MRVAR-G7-78 Cities Cornbined Base: Total in commercial audience ~ (165) $ Gave recall specifically related to "Extra Long -- Pack" :30 13 Gave only recall generally related to "Extra Long -- Pack" :30 5 Total related recall(Unduplicated) 18 DETAIL OF RECALL Snlespoints Doesn't have to be longer/just/to taste/to be good/because it has/better tobaccos/a filter 10 Tastes good/has good flavor 4 (Unduplicated taste comments) , (8) Is/not longer/not 100(mm)/longer than Camel 4 Is/good/better/cigarette 3 Is a filter cigarette 3 Has good tobacco 2 Is same as Camel regular 1 Miscellaneous salespoints 1 Situation Sllowed man smoking/l/2/3/foot long cigarette 10 Showed man/two men/sitting/smoking/lighting cigarette 5 Showed man smoking Camel Filter and laughing at man with long cigarette 2 Showed people/crowd/in room/party 2 "Other cigarettes/get longer/go to great lengths" 2 Commercial/spoofed/referred to/100's/idea that 100's are too long 2 Showed man enjoying Camel Filter 1 "Where/when/will it end" 1 Compared/lengths/ Camel Filter to other cigarettes 1 Showed different cigarette 1 Miscellaneous situation 1 Gave unrelated recall 7 Gave no recall 75 ~ 100 ~ r A ~ ~ ~ ~

3 APPENDIX I MRD#AR-G1-78 Men vs. Women Men Base: Total in commercial audience (113) $ Gave recall related to "Extra Long --Pack" No S.Cglt-Cs-(,calit diSSenenee. Age :30 20 Under 35 35-50 Base: Total in commercial audience (70)* (56)* Gave recall related to "Extra Long -- Pack:' $ $ 30 19 22 No digll(,6CcaF1t di46enenee. Women (52)* $ 13 Over 50 (38)* $ 13 Education Grade High School School College Base: Total in commercial audience (27) ** (106) (31) ** $ $ ~ Gave recall related to "Extra Long -- Pack" . 30 7 24 10 The scone o6 .the N.i.gh Schoo.2 gnoup id .6-i.gni6icant.2y h-i.ghet (97o coit6idejzee teve.2) than .the ~seone~s o6 the o-then two gnoup's. B & W vs. Color Base: Total in commercial audience Gave recall related to "Extra Long -- Pack" . 30 No ~s.i.gni6icant di66enenee. NOTE B & W Color (118) (47)* $ $ 16 23 In some instances the sum of the bases within a classification may not equal 165 because some respondents either refused to answer or were not asked the question. *Denotes small base. **Denotes extremely small base.

4 APPENDIX II MROAR-G7-78 Be low are listed the R. J. R. digarette :30's tested by MRD. 1966-67 BR11ND C O MME RC I AL SCORE Winston "Conductor" (island) 22% Wi n s t o n "Conductor" (piggyback) 22 [•7i n s ton "Home Movies/Skiing" 8 [,li n s ton "Query" 44 Winston "Girl & Trumpet" 18 Winston "Lippizan Horses" 9 SKS Wi nston "Moving Letters" (Test 1) 27 SKS Wi nston "Moving Letters" (Test 2) 16 SKS Wi nston Men thol "Ski Slope" (Test 1) 20 SKS Wi nston Men thol "Ski Slope" (Test 2) 13 SKS Wi nston Men thol "Ski Slope" (Test 3) 11 Salem "Down River" 15 Salem "Sailboat" 14 Camel "Men & Railroads" 7 Camel "Flares" 10 Camel "Tradition" 16 Camel "Men & Sea" 2 Camel Filter "Surf Fishing" 20 Camel Filter "Ferry" 12 Camel Filter "Tradition" 15 Camel Fi lter "Lobster Fishermen" 11 Tempo "Contemporar y" 8 Tempo °wig° 5 Average Overall Score 14% 1967- 68 BRAND Camel Camel SKS Salem COD'~yERCIAL "Jungle" "Maine Coast" "Neighbor's Dog" SCORE 12% 30 16

5 DIALING RECORD ,1{RD#AR-61-1 k Total dialings . . . . . . . . . . . 10,675 No contact . . . . . . . . . . . . . 3,249 No TV set . . . . . . . . . . . . . 120 Not smoke . . . . . . . . . . . . . 2,173 Contacted smokers . . . . . . . . . 1,623 Not watch last night ... 844 Set off, other channel, In not remember program . . 544 In "Rat Patrol" audience . 235 "Extra Long -- Pack" commercial audience . . . . . . . . . . . . 165 Ratio of smokers: non-smokers 1: 1.3