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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

DEFINITIONS In order to make each on-air test comparable with all other on- air tests, certain definitions have been followed. These definitions are outlined briefly below: Related Recall - Verbatims which are classified as related are correct play-backs of the test commercial. These may either be generally correct or specifically correct. A specifically correct verbatim contains elements of recall which can come only from the test com- mercial, since they have appeared in no other commercials. Generally correct verbatims contain elements which truly reflect things said or shown in the test commercial, although these things are not ex- clusive to the test commercial. 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 a commercial other than the test commercial. A generally 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 respon- dent says that a CAMEL commercial contained mention of "mildness". (Note that a reasonable amount of judgment is sometimes necessary in these cases. If a respondent claimed that a CAMEL commercial 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 commercial with some other and has not, therefore, been able to give satisfactory evi- dence of having recalled the test commercial. Commercial Audience - The base on which percentages are computed must be the same in all on-air tests. Ideally, the base should be people who were present in the same room as the television set when the commercial was shown, i.e. the "commercial audience". The reason for using the same base for each test is to make all tests comparable and to present the results in a way that accurately reflects commun- ication efficiency. This goal is not achieved if the base is, for example, the number of people who say they saw the test commercial, because this in itself is a variable that depends on the ability of the commercial to be remembered; and since it will vary from test to test, the results of many tests cannot be compared.

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 commer- cial. 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 and whether the respondent watched in black and white or color are given at the end of each ver- batim. The verbatims are in three categories, specifically related, generally related, and unrelated recall.

CAMEL FILTER "EXTRA LONG - PACK" :30 ON-AIR TEST Retated RecaU-Speei5ie l. It's not a 100. CAMEL doesn't have to be because they have better tobacco...People sitting in a room, smoking cigarettes, and it was in color...I think it was a man and a woman or two men and a woman... They said they didn't need to be long because they had better flavor and better tobacco...That was it. They are a good cigarette and al- ways have been. Male-28-High School-Color 2. It shows this guy lighting up about a foot-long cigarette, and this other guy is lighting up a CAMEL. The announcer says, "When will it ever end? A CAMEL FILTER doesn't liave to be long to taste good.".. It was in some room, a bar or lounge; and these 2 guys were sitting there. It just showed the guy lighting up and smoking it and smiling and a picture of the package of cigarettes..."When will it ever end? CAMEL doesn't have to be long to have a satisfying taste."...It's supposed to be good. (This guy smoking,it looks ].ike he's really enjoying it.) Male-21-High School-B&W 3. (The announcer) was referring to king size and 100's. The CAMEh FILTER didn't have to have the extra length. CAMELS are good just like they are...This real long cigarette and the CAMEL pack with the new CAMEL FILTER on it... (This man) said CAMELS tasted good just like they we.re... Seems as though they wanted people to know that the extra length wasn't necessary for taste. Male-40-High School-Color 4. Seems like they (a group of people) were talking about they didn't have to make them extra long. I think they were spoofing the 100 millimeter and the 101 millimeter. Their discussion and they were laughing at one man with one about a foot long...They (impression of people making com- mercial, the ones in the commercial) think they're better...Just these actors or people in the commercialtaL:ing about they tasted better. Female-30-College-B&W 5. It's supposed to be the same old CAMELS only with a filter. The ciga- rettes don't have to be lengthened...A man is sitting, enjoying a CAMEL and laughing at another man who has a big long cigarette...It's the same great cigarette only with a filter on it. Male-48-High School-B&W 6. It was the one where they were burning down the 101, the long one. They said CAMELS don't have to be long to have the flavor...A great big lonc cigarette. They showed the CAMEL and said how much better it tasted than any other cigarette...They don't have to say how great they are, and they don't have to be longer cause flavor isn't in the length... Better tobacco. Male-21•-High School-B&W '

7 CAMEC FILTER "EXTRA LONG - PACK" :30 ON-AIR TEST Retated RecRU-Speeisie (cort-td. ) 7. All the rest of the cigarettes are getting longer, but CAMELS don't have to to deliver the taste...They showed a guy sitting with a cigarette about 3 feet long. Then they showed a guy with a CAMEL FILTER, the regular length, and the announcer said, "CAMELS don't have to make a long cigarette to deliver the good CAMEL taste."...The flavor is right in the filter,smoke a CAMEL. Male-35-High School-Color 8. Guy pulled out long cigarette and guy CAMEL FILTER smoked it. Laughed at other guy...The pack when guy got cigarette out in crowd of people... It doesn't have to be a long cigarette to be good. Male-58-High School-B&W 9. Showed a picture of a guy smoking a real long cigarette...It looked real funny, a man smoking a long cigarette. Just what the pack looked like... "Some cigarettes go to great lengths." Implying that the 101's are too long and the CAMEL FILTER.didn't have to be that long...That they were good and didn't have to be that long. > Male-29-College-B&W 10. Just that they advertised the filter...They were comparing the length of the cigarette - comparing CAMEL's size with other cigarettes. (Didn't have to be longer to get the taste - CAMELS). Male-27-High School-Color 11. I saw a guy sitting and smoking a 2-foot cigarette, and trying to get as much flavor as the CAMEL FILTER regular length...There were 2 guys, one smoking the long cigarette, and he was reading a paper; and the other one smoking a regular...That they (the CAMEL people) didn't have to go to all the extra length to get the flavor of a CAMEL...Mostly that they had the same flavor as the long cigarette. Male-28-High School-B&W 12. Still a standard length cigarette...Man lighting a foot-long cigarette... CAMELS still stay with a standard size cigarette. They don't have to be a mile long for a good flavor. Male-49-Grade School-B&W 13. It showed a guy smoking a big long cigarette, and he lit a CAMEL FILTER and said he'd go to any length for any filter cigarette...Showed people sitting at a party...The idea that they don't go for 1 millimeter longer (CAMEL). tn Male-49-High School-Color ~ a s ~ c T ~

CAj11EL FILTER "EXTRA LONG - PACK" :30 ON-AIR TEST ReZated Recatt-Specisie (coji-td. ) 14. You would walk a mile for a CAMEL. That they didn't need to be long to be good...Some men smoking a 1-foot to 2-foot long cigarette saying the CAMEL smokers don't need to smoke long cigarettes to get the flavor... The same thing as before. They say you don't need a long cigarette to get the flavor with CAMELS...The idea is that the new cigarette is as sai,le as the old. Female-30-High School-B&W 15. Started out with a man holding a big long cigarette and then they talked about the CAMEL FILTER cigarettes...Saw one man, no it was two men and a woman smoking. They showed a packag.e of CAMEL FILTER cigarettes...That they didn't need to make them any longer to make them good. Male-34-High School-Color 16. Other cigarettes going to great lengths to get the taste. With CAMELS, they don't have to...They didn't have to change the length of the filter to get the taste. Male-50-High School-Color 17. A man smoking a big long cigarette...Something about the flavor, the filter did not affect the flavor. Female-32-High School-Color 18. One fellow with a big long cigarette - "How far will it go? How long will they get?" - Then showed a package of CAMELS and that they stay their regular size. Male-5l-High School-B&W 19. They said it didn't have to be long because it had a filter on it...A man with a pack of CAMEL cigarettes. It was a comparison to other filter cigarettes and that they didn't have to build one, they already had one. Male-44--High School-B&W 20. They advertised that CAMELS aren't any longer. They don't go for the one hundred size. Male-34-High School-B&W 21. An extra long filter cigarette is all I remember. Male-32-High School-B&W ~ r T ".)

9 CAMEErI LT6R "EXTRA LONG - PACK" : 30 ON-AIR TEST Reta-ted Reeat.2-Genena.Z 22. It was in a different package and it was a longer cigarette than the CAMEL. I didn't see the cigarette but the package was bigger...I think it was in a store, I'm not sure...The announcer made the state- ment, "Try the new CAMEL FILTERS."...Trying to establish it's a new product and they want people to try them. Male-54-High School-B&W 23. Just that it was a good-tasting cigarette. I just saw the package and the tip. It seemed strange to see a tip on a CAMEL...It just showed the package and somebody lighting a cigarette...They said it was a better tasting cigarette. , Female-42-High School-Color 24. They said it was a cigarette with a filter with a fine blend of tobacco... They showed a pack of cigarettes with the filter...Just that they do make cigarettes with a filter. Male-34-College-Color 25. CAMELS are a mild cigarette...CAMEL FILTERS are longer and are mild. Male-77-Grade School-B&W 26. They (announcer) said it was filtered...I think a man laid down a pack of cigarettes and said it was CAMELS with a filter. Female-66-High School-B&W 27. Just a man smoking and they showed the pack. Female-24-High School-Color 28. I think the package is different from the regular CAMELS. Male-38-High School-B&W 29. A man smoking a CAMEL and talking about CAMELS. Female-42-High School-B&W 30. Similar - like pack with a yellow filter. Male-48-High School-B&W ~ c a ~

CAMEL FILTER "EXTRA LONG - PACK" :30 ON-AIR TEST Unneta-ted RecaU l. The taste last longer...One man was standing in the shadows and he came over some rocks and said, "Ill walk a mile for a CAMEL" and then they showed a hole in his shoe...T-n^V(the man)said you would walk a mile for a CAMEL. They showed a man sitting at a table with his foot up...They have a better taste and the taste isn't changed. It's the same taste with a filter. Female-36-Grade School-B&W 2. They showed a shoe with a hole in it...That it's a man's cigarette - (Strong and Good). Male-43-Grade School-B&W 3. I'd walk a mile for a CAMEL. Guy tried to give another guy a CAMEL cigarette. Guy said he had a filter cigarette...On a beach...Tip on CAMEL is much longer than regular CAMEL...How many people smoke CAMEL cigarettes. Male-36-High School-B&W 4. Two men were walking into a store to buy CAMELS...I'd walk a mile for a CAMEL. Male-25-High School-Color 5. They (CAMELS) made the cigarette longer. They placed the two cigarettes .side by side and they blended in together. That's how CAMELS are made. Male-21-High School-B&W 6. It was one of those I would walk a mile commercial. The man walked across the town for a cigarette. Female-23-College-Color 7. He would walk a mile for a CAMEL cigarette...He was walking into a cafe in south Africa...The same cigarette but with a filter. The same old 76. Male-29-College-B&W 8. The fellow walked a mile for a CAMEL...The fellow walking to get a CAMEL...The fact that it is filtered is new. Female-59-High School-B&W s J 9. A man takes a long walk and talks about CAMELS and would wear a hole in his shoe from walking a mile for a cigarette...A man walking into a shack to get a pack of CAMEL FILTER cigarettes and he wore a hole in his shoe because he would walk a mile for CAMELS...They made an extra long and a menthol cigarette and a filter cigarette. Male-62-High School-Color

CAMEL FILTER "EXTRA LONG - PACK" :30 ON-AIR TEST UnAeta.ted Recatt (contd. ) 10. It's longer than the regular CAMEL. Same Company that makes WINSTON. The fellow walked for a mile. He'd walk a mile for the CAMEL...A fellow walks in an Arab village. He has worn out shoe...They smoke better than all others...Cooler smoke; a longer smoke; it's a hundred millimeter. Male-52-High School-Color 11. The filter they have is suppose to make the cigarette taste better. Mal,e-72-Grade School-B&W 12. Well nothing particular. King size...A man was opening a pack of filter cigarettes...Same as the regular. Same tobacco except for the filter. I'd walk a mile for a CAMEL. Female-42-High School-Color

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Ak-67 -78 FLASH SCORE_ -- CA1fEL_FILTER "EXTRA November 15, 1967 LOTvC TEST MRJIRAR-67-7 & *:r. J. A. AIhanese The test cor.:ner6ial obtaineci an overall score of 18t, which was cor„nrise3 of 13% specifically related recall anu 5% generally related recall. This score is slightly higher than the 1966 - 1967 R. J. R. :30's average score of 10. A full 10% recalled "Doesn't have to be longer/to taste goo&/to be better..." Unduplicated taste corartents were made Ly £ 6 . The man smoking the extremely long cigarette was remembered by 10%. Our evaluation suggests that the results of this test are good. While taste recall was only moderate (45% of overall score) the "Doesn't-have-to-be-longer" theme was played back reasonably well (56% of overall score). In our judgment, the commercial performed satisfactorily because of the following elements: the simplicity of a single major copy point; an attention-getting opening; the co-support of audio and visual elements; and, especially, the tir.teliness of the message. C. t:lizabeth Jackson Marketing Research Department CEJ:aff CC: i:r. W. S. Smith, Jr. f.ir. T. P. Pailer f:r. z-ir. C. W. H. Judge A. 6ugg Mr. Mr. P.. 2i. Odear J. B. Stuart Mr. Howard Gray Mrs. Eabette Jackson Mr. R. A. Rechholtz Mr. R. R. Etienne Mr. r,. A. Blevins, Jr.