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LEONARD WOLLACH RESEARCH. INCG. BLLTE (iRASS PLAZA BUITE 5 2417 WELSH ROAD PHILA., PA. 19152 L$oxwaD Wotisc& Ps.D. (215) HO 4-0777 July 18, 1972 TO: R. J. Reynolds Tobacco Company FROM: Leonard Wollack Research, Inc. SUBJECT: A Brand Name Study For A Low Tar And Nicotine Winston Cigarette PURPOSE The purpose of this study is to select one of two possible names, Winston "Lights" or Winston "Milds" for a new Winston cigarette which will be positioned to provide a low "tar and nicotine". The target market consists of smokers of filtered, non-menthol cigarettes as follows: 1. Those who smoke "normal flavor", filtert..cigarettes such as Winston, Marlboro, Viceroy, L & M. 2. Those who smoke "low flavor", filter cigarettes such as Kent, True, Doral and Vantage. Specifically, the study will be designed to answer the following questions: 1. Which of the two names (Winston "Lights" or Winston "Milds") better conveys the concept of a low "tar and nicotine" cigarette, but a cigarette which has good taste as well? 2. Would smokers of Winston King and of other "normal flavor" cigarette brands.who wish to try or smoke a lower "tar and nicotine" cigarette prefer to buy a Winston "Milds" or a Winston "Lights". 3. In terms of attitudes, what kinds of reactions (positive, .negative or indifferent) does each 'riame evoke from smokers? 4. What effect upon or implicati,ons for the p-arent brand (I.E., Winston King Size) would either of~ names have among the different market segment to be examined?

Page Two 2 July 18,197 STUDY DESIGN We would propose to conduct 300 telephone interviews among smoking adults (age 18 years and older). Half of the interviews would be conducted with males and half with females. Only smokers of filter, non-menthol brands would be eligible for inclusion in the study. The necessary telephone contacts would be conducted in order to obtain 100 interviews each with Winston smokers, smokers of other normal flavor brands, and smokers of low flavor brands. We anticipate that it will be necessary to contact approximately 3000 households to meet the objectives of this study. The exact sample breakdown would be as follows: Winston King Other Normal Flavor Low Flavor Male Female Male Female Male Female 50 50 50 50 50 50 TOTAL Winston 100 Other Normal Flavor 100 Low Flavor 100 Males 150 Females 150 Only one interview would be conducted per household with the respondent selected randomly from among all smokers in the house- hold. Interviews would be conducted during the evening hours and weekend in order to obtain our male quota and to increase the representation of working women. We would recommend that the interviews be equally distributed in the following four markets: San Francisco Chicago Philadelphia Atlanta

Page Three July 18, 1972 Respondents would first be questioned regarding their cigarette smoking habits - brand, type, etc. for purposes of screening for eligible respondents. Each of the two names (on a rotated basis) would be presented to respondents to rate on a 10 point scale in regard to: a. Which name better conveys the concept of a low "tar and nicotine" cigarette, but a cigarette which has good taste as well? b. Which name would make respondents most interested in trying the brand? Respondents would also be asked to rank the two names on the same two characteristics as above and to indicate the reasons for their first choice. Respondents would also be asked open-ended questions regarding their likes and dislikes for each name and would be asked to indicate on a scale their level of interest in trying a low "tar and nicotine" Winston regardless of its name. Age, education, sex and income data would also be obtained. The questionnaire used in the study would be developed by Leonard Wollack Research, Inc. in close consultation with R. J. Reynolds Tobacco Co. It would be submitted for approval before use in the field in order to assure that all specific points of interest are covered and to make certain that there is no over- sight regarding areas where your particular comprehension of the problem may play a role. TIMING The timing required to complete this study would be approximately four-five weeks from authorization. Top-line data would be avail- able approximately one week before the final report. COST The cost as outlined would be $3900+10$. This cost covers all phases of our work development of 07e questionnaire, population sample, data collection, data processing, analysis of the findings, and presentation of a written report complete with our interpre- tation, conclusions and recommendations.