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CONFIDENTIAL 0-,P-67 -/O Advertising Research Report MRD#iAk-b 7-10 May 23, 1967 WINSTON "GIRL & TRULiPET/INTERRUPTER" :60 ON-AIR TEST PUBI.ISHED BY THE MARKETING RESEARCH DEPARTMENT ,M R. J. REYNOLDS TOBACCO COMPANY, Iti'INSTON-SALEAf, N. C. 0 n rp J T ~

May 19, 1967 Individual Copies to: Messrs. W. S. Smith, Jr. Howard Gray A. J. G. A. Weber Albanese, Jr. John J. Bresnahan Bernard Ober C. H. Judge W. A. Sugg R. A. Blevins, Jr. J. R. B. F. M. R. Hind Odear, Jr. Stewart R. A. Rechholtz Jeff Greene T. P. Haller A. J. Berger RE: ON-AIR TEST - 60-SECOND "GIRL & TRUMPET/INTERRUPTER" Summary The overall related recall of this commercial was 36% which compares with the Company average-of 23% for the nine RJR 60- second commercials and 31% for the five competitive 60-second comrnercials previously tested. Recall mainly centered around the taste claim with total unduplicated taste comments being 26% of the commercial audience or 72% of those who gave recall. Fourteen percent of the commercial audience or 39% of those who gave recall played back the "Number one" theme. The situation element of the "dark-headed/girl/singing" was remembered by 11 0 . Conclusion The commercial obtained a relatively high overall recall score (36%). The success of "Girl & Trumpet" is due to its direct, uncluttered approach. Thus, the interrupter technique of the "speci.al announcement" was able to effectively communicate the added copy point of"WINSTON is #1". We feel that both major copy points (WINSTON's good taste and #1 sales position) integrated in "Girl & Trumpet's" simple, low key format reinforced each other and communicates WINSTON's total selling message in a unique and entertaining manner. Indicated Action 1. Continue the use of the integrated copy points in future WINSTON 85 commercials since a significant number of respondents felt both points were interesting enough to remember. 2. The interrupter technique has proven to be an effective, unique attention-getter. We should consider its use in future commercials if we wish to communicate important consumer oriented information. T. E. Sandefur, Jr. .~ > Mr. T. P. Haller of Marketing Research Department agrees with this summary.from a technical standpoint. ~ T. P. Haller ,~ ,, . /~ l ~! B. R. Stewart

SUMMARY WINSTON "GIRL & TRUr1PET/INTERRUPTER" :60 On-Air Test (Day-after Recall) MRD#AR-67- 1.0 This is a study to determine the recall level of WINSTON "Girl & Trumpet/Interrupter" :60 commercial. RESULTS: 1. The test commercial obtained an overall related recall score of 36 percent. 2. Taste salespoints were recalled by 26 percent of the commercial audience, or 72 percent of those who gave recall. 3. The "Number One" theme was played back by 14 percent., or 39 percent of those who gave recall. 4. The situation element of the "dark-headed/girl/singing" was remembered by 11 percent. C. Elizabeth Jackson Marketing Research Department

WINSTON "Girl and Trumpet/Interrupter" :60 On-Air Test (Day-after Recall) MRD#AR-67- 10 This is a study to determine the recall level of Winston "Girl and Trumpet/Interrupter" :60 commercial. Location: Columbus, Ohio New Orleans, Louisiana Indianapolis, Indiana Atlanta, Georgia Dayton, Ohio Background: The test commercial appeared in the first commercial position of the third half hour (at 8:40 p.m. EST) of "The Virginian" on February 22, 1967. Date of Interviewing: February 23, 1967 Method: Respondents who smoked at least one cigarette per day and who had watched television the night before were eligible to be inter- viewed. They were asked whether they had seen a commercial for any cigarettes and, if so, which brands. If the test brand was not volun- teered, they were asked whether they saw a commercial for Winston cigarettes and, if so, what it said and showed. Through the use of the television program listings, the respondent's recall of the program, and prompts, it was determined whether the respondents were in the program audience. They were asked whether they saw the scenes just before, during and just after the commercial. Program and activity prompts were used to determine whether the respondents were actually in the commercial audience. They were asked classification questions about age, education, and type of television watched. MRD Note: Chesterfield Menthol "Aquacar" :60 and Kent "Cowboy Saga" :60 were recalled on a "free-ride" basis.

SUMMARY OF VERBATIMS Cities Combined Base: Total in commercial audience (101) Gave recall related to "Girl & Trumpet/ Interrupter" :60 DETAIL OF RECALL ~ 36 Salespoints Winston tastes good like a cigarette should 22 Tastes/good/better/best, just 3 Winston tastes good like your cigarette should 1 (Unduplicated taste comments) (26) Is/number one/leading seller 14 Is/good/better/best, just 5 Is a filter cigarette 1 Miscellaneous salespoints 2 Situation Sho,x,ed/dark-headed/girl/singing 11 Showed/cornet/trumpet/player 6 Sang Winston song 6 Showed/band/piano player 5 Showed girl singing with trumpeter 3 Showed girl smoking 2 Showed girl/holding/tapping/pack 2 Showed ~ 1 1 Miscellaneous situation 3 Gave incorrect recall 10 Gave no recall 54 100

APPENDIX I MEN VS. WOMEN Base: Total in commercial audience Gave recall related to Winston "Girl & Trumpet/Interrupter" No significant difference. AGE Base: Total in commercial audience Gave recall related to Winston "Girl & Trumpet/Interrupter" 1Difference is significant at 99% 2Difference is significant at 99% Men Women (42) (59) $ $ 38 34 Under 35 35-50 Over 50 (16) * (32) (49) $ $ $ 191 252 confidence level. confidence level. EDUCATION LEVEL Grade School Base: Total in commercial audience (26)* $ Gave recall related to Winston "Girl & Trumpet/Interrupter" 471 271, 2 552 1Difference is significant at 92% confidence level. 2Difference is significant at 89% confidence level. B&T%? VS. COLOR B&W Color Base: Total in commercial audience (74) (27)* Gave recall related to Winston "Girl & Trumpet/Interrupter" 34 41 No significant difference. *Denotes smaZZ base. 511, 2 High School College (62) (9) * $ $ NOTE: The sum of the bases within a cZassification may not add to 101 because some peopZe either refused to answer or were not asked the question.

APPENDIX II RJR :60's - ON.AIP. TEST SCORES Below is a list of RJR 60-second commercials and their test scores. The list includes those commercials which have been tested during the current season and whose test results have been publised. 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 and Railroads" 6 SALEM "Down River" 13 WINSTON "Fireworks/Interrupter" 33 WINSTON 100 MENTHOL "Jetty" 51 WINSTON 100 RED "Golden Pack" 35 Average overall related recall score 23% WINSTON :60's - ON-AIR TEST SCORES Below is a list of all the WINSTON 60-second commercials that have been tested and their test scores. Commercial Overall Related Recall Score "Stadium" 27% "Home Movies/Skiing" 16 "Montage" 19 "Fireworks/Interrupter" 33 Average overall related recall score 24% COMPETITIVE :60's - ON-AIR TEST SCORES Below is a list of the competitive 60-second commercials that we have tested and their test scores. Brand Commercial Overall Related Recall Score Kool Filter "Birthday Party" 17% Pall Mall Filter "Party" 32 Benson & Hedges 100's "Disadvantages" 41 Kool Filter "Music Store" 16 True Filter "Blue and Green" 47 Average overall related recall score 31%

DIALING RECORD Total dialings 5,233 No TV 66 Not smoke 1,401 Not watch TV last night 334 Not watch test program 157 Not remember program/set off, other channel 244 In program audience 114 In commercial audience 101

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- r.lercial, 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 verbat-.im 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 exampJ.e of this ]atter 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.