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a.e-67-i~1 Advertising Research Report KENT "BAD GUY" :60 ON-AIR TEST ODe 1 1/ PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C. ~ s n .o

TABLE OF CONTENTS TITLE pAGE MRD Summary,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,First Attached Background .............................................. 2 Verbatim Summary ......................................... 3 Appendix ................................................4 Dialing Record........................................... 5 Specifically Related Recall............................. g Generally Related Recall.................................. 9 Unrelated Recall ....................................... 10 Script ................................................. 11

SUMMARY KENT "BAD GUY" :60 ON-AIR TEST (Day-After RecaZZ) MRD#AR-67-14 This is a study to determine the recall levels of Kent "Bad Guy" :60 commercial. RESULTS 1. The test commercial obtained an overall related recall score of 13 percent. 2. The slogan was played back by four percent. 3. Taste comments were made by two percent. CONCLUSIONS The overall related recall score obtained by "Bad Guy" :60 (13%) compares unfavorably with our average of 24 percent for RJR :60 commercials. Specifically related recall is also low (55% of those who gave related recall). Salespoint recall is poor, with only two percent making taste comments and four percent giving slogan recall. Possible reasons for the low scores may include the use of a story line coupled with cartoon stills which could be rather uninteresting to the average viewer and, more important, with which it might be difficult for him to empathize. C ~ Y.~ C~2-~-- Catherine S. Genovese Marketing Research Department CSG:mh Attachments CC: Mr. Mr. Mr. W. W. C. S. A. H. Smith, Jr.V Sugg Judge Mr. Mr. Mr. T. R. T. P. Haller M. Odear E Sandefur Mr. Howard Gray Mr. C. . K. Lambeth Mr. Mr. Mr. R. R. B. A. A. R. Blevins, Jr. Rechholtz Stewart Mr. Mr. Mr. B. J. G. Ober A. Greene R. Holmen Mr. J. J. Bresnahan Miss Babette Jackson Mr. Mr. Mr. A. J. J. G. A. F. Weber Albanese Hind Mr. Miss R. R. Etienne C. Elizabeth Jackson

-2- XENT "BAD GUY" :60 ON-AIR TEST (Day-after Recall) MRD#AR- 67- 14 This is a study to determine the recall levels of Kent "Bad Guy" :60 commercial. LOCATION: Columbus, Ohio New Orleans, La. Indianapolis, Ind. Atlanta, Ga. Dayton, Ohio BACKGROUND: The test commercial appeared in the first commercial position of the second half hour of the Virginian (at 8:08 P.M., EST) on February 22, 1967. METHOD: Any adult who smoked at least one cigarette per day and who had watched television the previous night was eligible to be interviewed. They were asked if they had seen any cigarettes advertised and, if so, which brands. If the test brand was not mentioned, they were asked if they had seen a commercial for Kent cigarettes and, if so, what it said and showed. They were asked if they had seen the scenes just before, during, and just after the commercial. Program and activity prompts were used to deter- mine whether the respondent was actually in the commercial audience. All 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: Kent "Bad Guy" :60 and Chesterfield Menthol "Aqua Car" :60 were tested on a free-ride basis with Winston "Girl and Trumpet/Interrupter" :60.

SUMMARY OF VERBATIMS MRD#AR-67-14 Cities Combined Base: Total in commercial audience Gave recall related to "Bad Guy" :60 ( 85) $ Specifically related recall 7 Generally related recall 6 DETAIL OF RECALL Salespoints To a smoker/it's a/make it a/Kent 4 Rich tobacco taste/flavor/taste of Kent 2 Fine tobacco 1 Is good/better/cigarette 1 Satisfying 1 Situation Song/jingle/happiness theme ~ Was a cartoon 6 Showed a cowboy 5 Cowboy/stole cigarettes 5 Cowboy/went to buy cigarettes 5 Cowboy was in jail/was caught 2 Miscellaneous situation 5 Unrelated recall 7 No recall 80 100 *Denotes small base.

APPENDIX CLASSIFICATION OF RELATED RECALL (MRDYAR- 67-1 4 Sex Men Women Base: Total in commercial audience (4g -1 37 $ $ Gave recall related to "Bad Guy" :60 10 16 No significant difference. Age Under Over 35 35-50 50 Base: Total in commercial audience (16)" (25) *-* (38) t $ $ $ Gave recall related to "Bad Guy" : 60 191,3 41,2 112 , 3 1Difference is significant at 85% confidence level. 2,$3No significant difference. Education Grade High School School College Base: Total in commercial audience (18) ** (53)'E (10)** $ $ ~ Gave recall related to "Bad Guy" :60 6 13 20 No significant differences. B&W vs. Color B&W Color Base: Total in commercial audience (56)* (28)** Gave recall related to "Bad Guy" :60 16 7 Difference is significant at 81% confidence level. NOTE: The bases within a classification may not equal 85 because some respondents either refused to answer or were not asked the question. *Denotes small base. **Extremely small base.

DIALING RECORD MRD#AR-67-14 Total dialings 5,233 No TV 66 Not smoke 1,401 Not watch last night 334 Set off, other channel, not remember program 442 In program audience 150 In "Bad Guy" commercial audience 85

DI:FINITIONS in order to make each on-air test comparable with all other on- air tests, certain definitions have been followed. These definitions are out lined br ief ly 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 vqrbatim 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 com.-nercial 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 corrsnercial 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. fs 0 0 J A z -4