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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.

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 verbatim. The verbatims are in two categories, related and in- correct recall.

Related Recall GIRL & TRUMPET/INTERRUPTER l. They said, Winston was the No. 1 cigarette, and Winston taste good like your cigarette should. The fellow was playing the cornet and the girl was singing...The man playing the cornet, and the girl had a pack of cigarettes and was smoking one. When they said it was No. 1, they showed the pack...They said Winston taste good like your cigarette should. The girl sang it...They are the No. 1 cigarette. female-67-high school-B & W 2. It was about man was playing the horn and a girl standing beside him...A band playing and a girl singing with them a tapping package of cigarettes...The taste (the taste of the tobacco). female-38-high school-color 3. They are the No. 1 selling cigarette...It showed a matchbook with a match being struck on it. A man was playing a trumpet, and same girl was singing along with him...Winston tastes good like a cigarette should. male-53-high school-B & W 4. If I'm not mistaken, a girl sitting by the piano. A black headed girl. A man was with her, and she was sitting on a stool. One man vas playing the piano, and one man was playing the trumpet... Like always, Winston tastes good like a cigarette should. maie-55-high school-B & W 5. Cigarette tastes like it should...It was the girl with the little band. She was singing with the trumpet player...Winston tastes good like a cigarette should. male-71-high school-color 6. The Winston was advertising the king size and regular cigarette... There was a girl singing...Winston taste good like a cigarette should...It's a good smoking cigarette. It's mild. male-62-high school--color 7. There was a girl singing with a band--and mouthing the Winston song. There was a fellow playing the trumpet..."Winston tastes good like a cigarette should." male-43-high school-B & W 8. Just that song about Winston tastes good like a cigarette should. Where the guy plays the trumpet...Just that girl and the guy playing the tru-npet...He (trumpet player) didn't say anything. male-47-high school-B & W

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd. ) 9. The report came in that Winston is the largest selling cigarette in the U.S. today...A pack of Winston cigarettes...None, just that it's the best cigarette to smoke. male-65-grade-B & W 10. The band and a girl singing. The package and they are the number one seller...Winston tastes good like a cigarette should...The band and that girl singing and they showed a package and said they were the number one cigarettes. male-61-grade-B & W 11. They sell the most cigarettes, more than any other brands...They sang Winston taste good like your cigarette should. female-45-grade-B & W 12. That it was No. 1 in some survey...That they taste good and are a filter cigarette...That they have a new charcoal filter which is down in the end that goes in your mouth and this makes a smoother smoke. female-65-college-color 13. They were the number 1 cigarette sold and they were the best tasting cigarettes...A couple of cigarette package and a man talking...That it is the number one cigarette sold in U.S. and the best tasting filter cigarette so1d...That they taste good. That they were the number one cigarette in the U.S., and they sold the most. male-26-high school-B & W 14. Had a picture of a pack of Winston cigarettes. The woman singing and the man blowing a horn...Winston taste good like a cigarette should. male-66-grade-color 15. A girl singing by a horn. She was singing the Winston song... Winston taste good like a cigarette should. male-57-high school-B & 11 16. No. 1 sellerr or something like that. In the U.S. or in world or in something, something like that...I saw a pack of Winston and a L 1 with a little "X" mark beside it. male-47-high school-B & W 17. Winston tastes good like a cigarette should...A man smoking ciga- rette and a girl was smoking with him. female-53-grade-B & W 18. Winston taste good like a cigarette should...That it is a very good cigarette with fresh tobacco. female-58-grade-color

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd.) 19. That it is the number one cigarette. They had a good looking girl on it...I remember a package flashing and someone saying it's the number one cigarette. male-54-college-B & W 20. It was a regular taped commercial where they sing the Winston song and showed the Winston pack...That Winston tastes good like a cigarette should. male-51-college-B & W 21. Winston tastes better than cigarettes should "or something like that". The song they sing..."Winston tastes best, better than a cigarette should. male-53-high school-color 22. It is the best and tastes like it should. (Winston). female-85-high school-B & W 23. A girl singing...Winston tastes good like a cigarette should. female-24-high school-B & W 24. They said that they were the leading cigarettes. male-39-high school-color 25. Leading cigarette...Showed the pack. male-50-ref.-color 26. That it's the # 1 seller of cigarettes. male-65-college-B & W 27. "The old routine" Winston taste good like a cigarette should. male-34-ref.-B & W 28. Winston tastes good like a cigarette should. female-55-grade-B & W 29. Winston tastes good like a cigarette should. male-56-grade-B & W 30. Winston taste good like a cigarette should...Winston taste good like a cigarette should. male-57-grade-B & W 31. Winston tastes good like a cigarette should. male-66-grade-B & W

Related Recall GIRL & TRUMPET/INTERRUPTER (Contd. ) 32. Winston tastes good like a cigarette should. male-67-grade-B & W 33. Winston tastes good like a cigarette should. ' female-50-grade-color 34. Winston tastes good like a cigarette should. female-75-college-B & 35. Winston taste good like a cigarette should. W female-65-high school-B & W 36. I remember the package flashing on the screen...They always say they are the best. male-53-high school-color

11v~ V1<.Kt.G'i KtSC;ALL GIRL & TMIPET/INTERRUPTER 1. It start off with one guy snitching the other guy's cigarettes; they are grabbing them off a table; they are running up and down stairs; they fall down on the floor; arid one fellow picks them up.... A sort of men's club, it all takes place in a men's club.... Winston taste good like a cigarette should. Male--50--Grade school--Color 2. The woman with the black eye, and she was talking about how good they are. Male--51--Grade school--B&W 3. "Winston taste good like your cigarette should."...It was at a sea shore and the pack came from up under the water...."Winston taste good like your cigarette should." Female--47--High school--B&W 4. That's the ones that's longer than the rest. A man holds five or six cigarettes in his hand and shows one is longer.... A group together and they were drinking and asking the man how did he know they were longer. He showed them how he measured the cigarettes in his hand.... That was why the flavor was so good. (The longer length gave them better flavor.-) Female--34--High school--B&W 5. Winston taste good like a cigarette should....They had a girl by the sea shore and she was smoking Winston. She was in a sign and the sign came to life and there was a man getting on a-bus.... Winston taste good like a cigarette should. Female--28--High school--F&W 6. The girls come out of the TV(she's on a sign board, and she comes out or she comes off the board and gives the man a pack of cigarettes). A girl and a boy on the beach with a pack of ciga.rettes... Winston taste good like a cigarettes should. FPmale--55- -grar:e--B&vv 7. The pack, they took them up on the railing, and they fell down and a man was sunbathing and the man grabbed them and said, "Don't be a flavor grabber."...Winston taste.good like your cigarette should. Female--60--High school--B&W 8. The cigarette package comes out and then the book of matcnes comes out with the packs on them, and then they (match box) sing the song. "Winston tastes good like your cigarette should."...More people smoke Winston than any other cigarette. Female--61--High school--B&W 9. The way they (whoever put it on) showed the pack along side with the flip top.... They (the maker of the cigarette) had a jingle at the last part.... Said "Winston tastes good like a cigarette should." Male--28--Nigh school--B&W 10. Said something about the nation's best selling cigarette....A man holding up a pack of Winston cigarettes....That everybody likes Winston. Female--21--High school--B&W

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