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CONFIDENTIAL Advertising Research Report MRD-IAR-67-16 a a 5 rmnnr July 17, 1967 CARTER HALL "BEACH" :30 ON-AIR TEST (ISLAND VS. PIGGYBACK) I'UBI.ISHEI) BY THE MARKETING RESEARCH 1)EPARTME?NT R. J. REYNOLDS TOBACCO COMPANY, til'INSTON-SALEl11, N. C. -4 o+ 0 W

TABLE OF CONTENTS Page No. Product Manager Summary . . . . . . . . . . . First attached MRD Sununary . . . . . . . . . . . . . . . . . 1 Background Page . . . . . . . . . . . . . . . 2 Summary of Verbatims . . . . . . . . . . . . . 3-4 Appendi ces . . . . . . . . . . . . . . . . . . 5-7 Dialing Record . . . . . . . . . . . . . . . . 8 Verbatims . . . . . . . . . . . . . . . . . . 11-17 Script . . . . . . . . . . . . . . . . . . . . 18

July 17, 1.967 Messrs. Howard Gray r(I:Mr. R. A. Blevins, Jr. Mr. R. M. Odear, Jr. W. S. Smith, Jr. Mr. B. R. Stewart Mr. A. G. Weber C. H. Judge Mr. T. E. Sandefur Mr. C. K. Lambeth R. A. Rechholtz Mr. J. J. Bresnahan Mr. B. H. Ober W. A. Sugg Mr.'J. A. Albanese Mr. Clark Brink RE: ON-AIR TEST RESULTS: CARTER HALL 30's: ISLAND VS. PIGGYBACK The objective was to determine the difference in communication efficiencies of two commercial positions, island vs. piggyback, by testing CARTER HALL "Beach" :30 in each position. Conclusions The results of these tests are inconclusive as to what the difference is, if any, between the communication efficiencies of a smoking tobacco in an isolated :30 commercial position and in a piggy- back :30. While "Beach" scored significantly higherr in piggyback position among total respondents (27% vs. 18%), total men (36o vs. 19%), total male cigarette smokers (38% vs. 20%), and totall pipe smokers (39% vs. 21%), it is not known whether this is due to the commercial position or certain other uncontrolled variables such as type of test program and previous exposure of the commercial. (See MRD summary, next page, for further discussion on this.) "Beach" was tested on "Beverly Hillbillies" in an isolated position and on "Rat Patrol" in a piggyback position. "Beach" was tested in the isolated position when it was on the air for the first time and in the piggyback position after it had been on the air 9 times. And there is also the possibility that the piggyback commerci.al, WINSTON "Trumpet" influenced the recall score of "Beach" e.g. a strong lead-in commercial got and held the attention of the audience. But it should be pointed out the recall score of WINSTON "Trumpet" showed it to be an average cigarette commercial in terms of recall score (18% vs. Company average 16%). Recommendations 1. Conduct the tests again when it is feasible to have the same test program for both commercial positions and a minimum exposure of the-commercial between the two tests. 2. Develop future commercials for CARTER HALL along the lines of "Beach". It is encouraging that "Beach" scored significantly higher (with specific copypoints, pleasing aroma and mildness coming across) in a piggyback position on a male appeal show compared to an isolated position on a dual audience appeal show. It is also encouraging that "Beach"scores better with cumulative exposure. Ourr media strategy for CARTER HALL is to use a minimum pool of :30's (all as piggybacks), rather than :60's for incr~ased frequency, and on male appeal sho~:7s, primarily sports. f F. Hind l Mr. T. P. Haller agrees with the above from a technical standpoint. ,~

SUMMARY CARTER HALL "BEAC1I" :30 ON-AIR TEST (Island vs. Piggyback) (Day-after Recall) MRD#r AR-6 7-16 This is a study to determine the difference in communication effi ciencies of two conunercial positions, island vs. pi_ggyback, by testing Carter Hall "Beach" :30 in each position. Results 1. "Beach" scored significantly higher in pi.ggyback position among total respondents (27% vs. 180), total men (36% vs. 190), total male cigarette smokers (38% vs. 20%), and total pipe smokers (39% vs. 210) . 2. In piggyback position, the "good aroma" copypoint was recalled by 22% of the pipe smokers, or 57% of those who gave recall; in island position, "good aroma" was remembered by 8% of the pipe smokers, or 38% of those who gave recall. 3. In piggyback position the man on the beach was remembered by 30% of the pipe smokers; and the woman, by 26%. In island position the man and woman were recalled by 8 0. Conclusion The test commercial performed better in piggyback position than in island position. Recall of salespoints was higher, and recall of situation was more detailed. Past tests have shown that commercial position does not affect overall related recall scores. However, there are occasional tests which can perform differantly. Any differences that occur would have to be attributed to some unmeasured element in the test situation other than conunercia.l position. in the case of "Beach", the commercial which occupied the first halff off the piggyback slot (Winston "Girl & Trumpet" :30) or unique, overpowering differences in test programs ("Beverly Hillbillies" and "Rat Patrol") may have cz:.us.c, the difference despite impressive and genera-Illy consistent experience that has shown such factors to have no bearing on related recall scores. Anomalies such as this will occur in 5% of cases for unknown reasons. On judgment, we feel that the most recent test of "Beach" is probably a truer ref lection of the commerci al's impact. CEJ:bg C. Elizabeth Jackson ;/ Marketing Research Department 618167

-2- MRD#AR-67-16 CARTER HALL "BEACH" :30 ON-AIR TEST Island vs. Piggyback (Day-after Recall) This is a study to determine the difference in communication efficiencies of two commercial positions, island vs. piggyback, by testing Carter Hall "Beach" :30 in each position. Location: For island--Dayton, Ohio; Albany, N. Y.; Buffalo, N. Y.; Hartford, Connecticut; Denver, Colorado; and Atlanta, Georgia. For piggyback--Denver, Colorado; Louisville, Kentucky; Oklahoma City, Oklahoma; Columbus, Ohio; and Seattle, Washington. Background: "Beach" was telecast in an island slot on "Beverly Hill-- bi_llies" on October 12, 1966, in the first commercial position in all its test cities except Atlanta. It was shown again on October 31, 1966, in the first position of "Rat Patrol" (8:33 p.m. EST) in Atlanta and Dayton. "Beach" was telecast in the second half of a piggyback slot in the second commercial position (at 8:43 p.m. EST) of "Rat Patrol" on February 27, 1967. Dates of Interviewing: Island--October 13 and November 1, 1966; Piggyback--February 28, 1967. Method: Any adult who smoked at least one cigarette per day and/ or who smoked a pipe and who watched television the previous night was eligible to be interviewed. Respondents were asked whether they saw any commercials for pipe tobacco and, if so, which brands. If the test brand was not mentioned, they were asked whether they saw a commercial for Carter Hall and, if so, what it said and showed. Program viewing habits were obtained; and, if they saw the test program, they were asked whether they saw the parts just before, during, and just after the commercial. Activity and program prompts were used to determine whether the respondent was actually in the commercial audience. Sample: Numbers were selected at random from local telephone directories. _ MRD Note: The following commercials were also tested with "Beach" in island position: on October 12, 1966 Winston "Home Movies/ Skiing" :60,in all five test cities; Vermont Maid "More Maple" :30 in Buffalo.,. Albany, and Hartford; and Te;apo "Wig" :30, in Denver and Dayton; on October 31, 1966, Winston "Montage" :60 and Salem "Down River" :30. The following were tested with "Beach" in piggyback position: Winston "Girl & Trumpet" :30, which appeared i n the firt st half of the pirgyback sl.ot; and Kool 1•'ilter "Tobo,Jganing" :60.

SUMMARY OF VBRBATIMS (Piggyback) Cities Combined Base: Total in commercial audience (131) $ Gave recall related to Carter Hall "Beach" :30 27 DETAIL OF RECALL Salespoints Has good/nice/sweet/pleasing aroma 16 Is mild 7 Is smooth/does not bite tongue 4 Is mellow 3 Tastes good 3 Is comfortable tobacco 2 Is good tobacco 2 Is.satisfying 2 Comes in pouch 2 Miscellaneous salespoints 2 Situation Showed man/sitting/wal}:ing/lying/on beach/ in bathing suit 20 Showed woman/lying/sleeping/on beach/in bathing suit 20 Showed man/smoking/lighting/pipe 19 Showed woman/liking aroma/saying "That's nice"14 Showed man/spreading blanket/sitting down/ next to woman 5 Showed/man blowing smoke/smoke drifting/ toward woman 5 Showed her/sit up/turn around/smile 5 Showed man throw package on towel 3 Showed/white package with black letters/ pouch and can 3 Showed man say "That's Carter Hall" 2 Showed 2aan and woman talking 2 Miscellaneous situation 4 Gave incorrect recall 1 Gave no recall 72 100

SUMMARY OF VERBATIMS (Piggyback) Base: Total in commercial audience _ _ MEN ONLY _ Pipe Cigarette Smokers Smokers (23) * (72) * Gave recall related to Carter Hall "Beach" :30 39 38 DETAIL OF RECALL Salespoints Has good/nice/sweet/pleasing aroma 22 22 Is smooth/does not bite tongue 13 6 Is mild 9 10 Tastes good 9 6 Is mellow 4 6 Comes in pouch/soft pack 4 4 Is comfortable tobacco - 3 Is good tobacco - 3 Is satisfying - 3 Miscellaneous salespoints 9 3 Situation Showed man/sitting/walking/lying on beach/in bathing suit 30 28 Showed man/smoking/lighting/pipe 26 29 Showed woman/lying/sleeping/on beach/in bathing suit 26 26 Showed woman/liking aroma/saying "That's nice" 13 20 Showed her/sit up/turn around/smile 13 6 Showed man/spreading blanket/ sitting down/next to woman 9 8 Showed/man blowing smoke/smoke drifti.ng/toward woman 4 6 Showed man throw package on towel 4 4 Showed/white package with black letters/pouch and can - 4 Showed man and woman talking - 4 Showed man say "That's Carter Hall." - 1 Miscellaneous situation 9 Gave incorrect recall 4 Gave no recall 57 61 100 100 *Base includes 17 men who smoked both pipe and cigarettes.

-5- APPENDIX I Piggyback Men vs. Women Base: Total in commercial audience Men Women (78) (53) $ $ Gave recall related to Carter Hall "Beach" :30 361 131 1Difference is significant at 99% confidence level. A_g e Under 35 35-50 Over 50 Base: Total in commercial audience (34) (56) (37) ~ $ $ ~ Gave recall related to Carter Hall "Beach" :30' 412,3 212 243 2.Difference is significant at 95% confidence level. 3Difference is significant at 87% confidence level. Education Level ~ Grade High School School College Base: Total in commercial audience (18), (69) (41) Gave recall related to Carter Hall "Beach" :30 28 25 32 No significant difference. B&W vs. Color B&W Color Base: Total in commercial audience (95) (35) $ $ Gave recall related to Carter Hall "Beach" :30 24 34 No significant difference. NOTE: In sonie instances, the sum of the bases within a classification may not equal 131 because some people either refused to answer or were not asked the question. Also note that the bases are small.

-G- APPt,NDIX ] ] PiggYback MEN ONLY PIPE VS. CIGARETTES P~e Smoker.s Cig. Smokers ^ Base: Total in commercial audience (23) (72) $ $ Gave recall related to Carter Hall "Beach" :30 39 38 No significant di_fference Note - Bases contain 17 men who smoke both pipe and cigarettes. Age Under Over 35 35-50 50 Base: -Total in commercial audience (24) (30) (23) $ $ $ Gave recall related to Carter Hall "Beach" No si_gnifi.cant difference Education :30 42 33 35 Grade High School School College_ Base: Total in commercial audience (14) (41) (23) $ $ $ Gave recall related to Carter Hall "Beach" :30 29 34 44 No signi_ficant differences Note: One man refused to divulge his education level. Also note that all bases are small.