Tobacco Documents Online

i i I' 3 f t Uecember '_'3, 1987 ,1EiipR:;llDUtd To: The ttembers ot the Communications Committee From: 4lilllam Kloepfer, Jr. Re: Indoor Air Quality Advertising Recommendations Over the last year, ve have been examinlnq closely the pessii,ilitles of adding advertising to our arsenal of resources available to fight the public smoking/indoor air qusilty issue. tlith Executive Committee authorization of additional runding in late summer, ve have during the last iour month:, developed and extensively tested tvo sets of ads:• t One group, targeting the general public, places environmental tobacco :.moke in its proper context as a symptom rather than a cause of poor indoor air quality. CONFIDENTIAL ----- TIIIS DOCUMENT IS SUBJECT TO A COURT ORDER AND TIIIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN TIIE COURT'S ORDER The aecond group, targeted to restaurateurs, cites Dusiness iosses that resulted from the Beverly Hills smoklug ban to urge continued opposition to restrictive lec7lsiatlon. After revieving test results, and reevaluating our public smoking and indoor air quality programs for 1988, ve recommend that the tvo indoor air quality ads that tested most favorably be used in state and local advertising campaigns in areas identified by our field staff and legislative counsel, vhere smoking restrictions are under consideration. These ads (Appendix A) vould supplement existing efforts in these regions. We further recommend that one ad targeted to restaurateurs (Appendix B) be offered to field staff and legislative counsel for publication in state and local restaurant journals, in areas considering restaurant restrictions. TI DN 0005771

i i I' 3 f t Uecember '_'3, 1987 ,1EiipR:;llDUtd To: The ttembers ot the Communications Committee From: 4lilllam Kloepfer, Jr. Re: Indoor Air Quality Advertising Recommendations Over the last year, ve have been examinlnq closely the pessii,ilitles of adding advertising to our arsenal of resources available to fight the public smoking/indoor air qusilty issue. tlith Executive Committee authorization of additional runding in late summer, ve have during the last iour month:, developed and extensively tested tvo sets of ads:• t One group, targeting the general public, places environmental tobacco :.moke in its proper context as a symptom rather than a cause of poor indoor air quality. CONFIDENTIAL ----- TIIIS DOCUMENT IS SUBJECT TO A COURT ORDER AND TIIIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN TIIE COURT'S ORDER The aecond group, targeted to restaurateurs, cites Dusiness iosses that resulted from the Beverly Hills smoklug ban to urge continued opposition to restrictive lec7lsiatlon. After revieving test results, and reevaluating our public smoking and indoor air quality programs for 1988, ve recommend that the tvo indoor air quality ads that tested most favorably be used in state and local advertising campaigns in areas identified by our field staff and legislative counsel, vhere smoking restrictions are under consideration. These ads (Appendix A) vould supplement existing efforts in these regions. We further recommend that one ad targeted to restaurateurs (Appendix B) be offered to field staff and legislative counsel for publication in state and local restaurant journals, in areas considering restaurant restrictions. TI DN 0005771

- = CONFIDENTIAL = - THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER When ve began to develop advertising in the late summer, ve called upon in-house expertise as veil as an outside ad agency to design some tvo dozen ad concepts on the tvo issues. Our criteria vere simple: ~ Ads must mention smoking prominently. * Copy must be short and to the point. * Target audiences are business ovners and employees and, secondarily, legislators. * Indoor air quality ads would be sponsored by a third party; The Institute vould sign the restaurant ads. These tvo dozen ads vere subjected to a series of rigorous tests. Results ot these tests, and our recommendations, foliov: "UtiilriRY OF INDOOR AIR QUALITY AD DEVELOPtIENT The Mdverti::inq Sub.tected to Testing • 15 rougii ads on indoor air quality, all sponsored by ACVA. * 9 rouah ads on restaurant smoking restrictions, all vlth Tobacco Institute as a 5ponsor. We also tested the same ads. vith a restaurant trade group as sponsor. The Teztind t Field stafr and legizlative counsel at the eastern reaional leaislative seminar revieved the rough ads. Eliminations and revisions left us vith 7 indoor air quality ad:: tnppendix C1 and 5 restaurant ads (Appenuix D). ~ Focused groups in Princeton, lt.J., San Francisco and Chicaao examined the revised adc. Tvo groups each of public officials and buzinesz managers reviewed the indoar air auality ads, tvo uroups of rectaurant uvllers aud manaaers commented on the restaurant ads. As a le°,ult of the tuCUScd r7ruLlp aic,cu:+slonz. four l.ndoor air .{uailtL' ads fere ,laveloped for further tcstina. T21G3c 1riCi l:dec tlie tvo in nj:lpvlldix A we recommend for placeme,it, alung :, >_th t::o additional ads t Appendix E l. In 3dsit>,cu. ve idelltlf.Led the one restaurant ad in nppaudix E for use vith restaurant ovners and managers. TI DN 0005772

- = CONFIDENTIAL = - THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER When ve began to develop advertising in the late summer, ve called upon in-house expertise as veil as an outside ad agency to design some tvo dozen ad concepts on the tvo issues. Our criteria vere simple: ~ Ads must mention smoking prominently. * Copy must be short and to the point. * Target audiences are business ovners and employees and, secondarily, legislators. * Indoor air quality ads would be sponsored by a third party; The Institute vould sign the restaurant ads. These tvo dozen ads vere subjected to a series of rigorous tests. Results ot these tests, and our recommendations, foliov: "UtiilriRY OF INDOOR AIR QUALITY AD DEVELOPtIENT The Mdverti::inq Sub.tected to Testing • 15 rougii ads on indoor air quality, all sponsored by ACVA. * 9 rouah ads on restaurant smoking restrictions, all vlth Tobacco Institute as a 5ponsor. We also tested the same ads. vith a restaurant trade group as sponsor. The Teztind t Field stafr and legizlative counsel at the eastern reaional leaislative seminar revieved the rough ads. Eliminations and revisions left us vith 7 indoor air quality ad:: tnppendix C1 and 5 restaurant ads (Appenuix D). ~ Focused groups in Princeton, lt.J., San Francisco and Chicaao examined the revised adc. Tvo groups each of public officials and buzinesz managers reviewed the indoar air auality ads, tvo uroups of rectaurant uvllers aud manaaers commented on the restaurant ads. As a le°,ult of the tuCUScd r7ruLlp aic,cu:+slonz. four l.ndoor air .{uailtL' ads fere ,laveloped for further tcstina. T21G3c 1riCi l:dec tlie tvo in nj:lpvlldix A we recommend for placeme,it, alung :, >_th t::o additional ads t Appendix E l. In 3dsit>,cu. ve idelltlf.Led the one restaurant ad in nppaudix E for use vith restaurant ovners and managers. TI DN 0005772

-= CONFIDENTIAL == THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER • The four indoor air quality ads vere tested in sample regional editions or nF magazine in 17 locati.ons. These included: o atlanta o tllnneapolis c, Mur•tin 0 Uobile o Birmingham o Nev York o Cherr•Y Hill o Providence o Chicago o San Antonio o Detroit o San Diego o Houston o Syracuse o tielbourn o Tampa o tiiami Readers srere polled for recall of ad and message. Test Results = Field -staff and legislative counsel agreed that ads, to be erfective. should refer to the public smoking issue. tiost suggested against using a universal no-:,•moking symbol as art, because of the negative messaue it sends. * Focused panels all vere avare of the issue; most attributed indoor air pollution almost entirely to smoking. They tended to react most positively to indoor air quality ads in uhich smoking vas not merltiunect pruminently. . Houever, after vieving a fev ads many began to express concern about the ads "apologizing tor t.:llaccC:. " ~ Buoine°c managers in foc:used panels expressed concern that emploYees niiizht use the ads to force examination of builaing air quailt;:. Union leaders responded very ravc,rablv to the ads and the issue. Public officials tended to be split according to past experience vith the °moking issue -- tnose vho had already passed restrictions didn't vant to see the issue raised aaain, those for uhom restrictions are still a consideration vere intcrested, but skeptical. ~ K report on the focused group research is Appendix F. t The rour ads that vere tipped into Time all scored rei3tiv--1v high for issue ads on recall. A majority ir the proven recallers described the ads as believable. and said tne issue vas important to them. Houever. none or the ads appeared to be etfective on it° ovn in significantly moving public opinion on the issue. TI DN 0005773

-= CONFIDENTIAL == THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THIS DOCUMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN THE COURT'S ORDER • The four indoor air quality ads vere tested in sample regional editions or nF magazine in 17 locati.ons. These included: o atlanta o tllnneapolis c, Mur•tin 0 Uobile o Birmingham o Nev York o Cherr•Y Hill o Providence o Chicago o San Antonio o Detroit o San Diego o Houston o Syracuse o tielbourn o Tampa o tiiami Readers srere polled for recall of ad and message. Test Results = Field -staff and legislative counsel agreed that ads, to be erfective. should refer to the public smoking issue. tiost suggested against using a universal no-:,•moking symbol as art, because of the negative messaue it sends. * Focused panels all vere avare of the issue; most attributed indoor air pollution almost entirely to smoking. They tended to react most positively to indoor air quality ads in uhich smoking vas not merltiunect pruminently. . Houever, after vieving a fev ads many began to express concern about the ads "apologizing tor t.:llaccC:. " ~ Buoine°c managers in foc:used panels expressed concern that emploYees niiizht use the ads to force examination of builaing air quailt;:. Union leaders responded very ravc,rablv to the ads and the issue. Public officials tended to be split according to past experience vith the °moking issue -- tnose vho had already passed restrictions didn't vant to see the issue raised aaain, those for uhom restrictions are still a consideration vere intcrested, but skeptical. ~ K report on the focused group research is Appendix F. t The rour ads that vere tipped into Time all scored rei3tiv--1v high for issue ads on recall. A majority ir the proven recallers described the ads as believable. and said tne issue vas important to them. Houever. none or the ads appeared to be etfective on it° ovn in significantly moving public opinion on the issue. TI DN 0005773

, S . CONFIDENTIAi, ---~ THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THJS DOCiJMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTBD EXCEPT AS PROVIDED IN THE COURT'S ORDER t Ironically, the two tip in ads that referred to smoking in the headlines tended to have a reverse effect, more firmly cementing in readers' minds a link betveen smoking and indoor air pollution. ~ The report on the tip in ads is Appendix G. Recommendations ~ Two indoor air quality ads, sponsored by ACVA Atlantic, both vith the headline. "If you think air pollution only exists outside, you haven't been given the inside information," should be used as part of the existing public and legislative awareness programs at the state and local level. ~ One restaurant ad. sponsored by The Tobacco Institute, and headlined. "tltlat it they passed a law that took auay 30,4 or your business?" wzll be offered to field : taf fand legl;,lat ive courrsel for placement in state and local restaurant publications. tieSila Strategy - Ic,t]oor nir Guality • Indoor air quality ads are intended to reach organized labor and the employees they represent. A secondary auaience are the legislators who will be considering -moKing restriction/ventllat'ion legislation. +~ S7ith field staff recommendation and approval, indoor air qua1J-tv advertising vill be used in daily nevzpapers, in buainess lournals, and in legislative publications, in states and localities which are considerina smokina_ restriction arid/or ventilation leai°lation. Some national advertisina vill be considered to reach audiences in certain localities. x &ds*vill supplement ongoing efforts to raise the visibility of the indoor air quality issue and to place ETS in the proper context. These efforts include: o i;CV~ and Trutn Squad media tours o :,ctivitie.; of the ttational Enerav tianaaement In°titute 9 2lE31I r ~ „CV, and ttE1fl t~uilding inspections _ IC1%]uur .:A1r qUallti «eminar5 ~:j Coalition tuYl.iing programs vith labor _. 'inira pai-t.y support of veiitilation regulations •3 Leoizlati':e testimonv TI DN 0005774

, S . CONFIDENTIAi, ---~ THIS DOCUMENT IS SUBJECT TO A COURT ORDER AND THJS DOCiJMENT AND ITS CONTENTS SHALL NOT BE USED, SHOWN OR DISTRIBUTBD EXCEPT AS PROVIDED IN THE COURT'S ORDER t Ironically, the two tip in ads that referred to smoking in the headlines tended to have a reverse effect, more firmly cementing in readers' minds a link betveen smoking and indoor air pollution. ~ The report on the tip in ads is Appendix G. Recommendations ~ Two indoor air quality ads, sponsored by ACVA Atlantic, both vith the headline. "If you think air pollution only exists outside, you haven't been given the inside information," should be used as part of the existing public and legislative awareness programs at the state and local level. ~ One restaurant ad. sponsored by The Tobacco Institute, and headlined. "tltlat it they passed a law that took auay 30,4 or your business?" wzll be offered to field : taf fand legl;,lat ive courrsel for placement in state and local restaurant publications. tieSila Strategy - Ic,t]oor nir Guality • Indoor air quality ads are intended to reach organized labor and the employees they represent. A secondary auaience are the legislators who will be considering -moKing restriction/ventllat'ion legislation. +~ S7ith field staff recommendation and approval, indoor air qua1J-tv advertising vill be used in daily nevzpapers, in buainess lournals, and in legislative publications, in states and localities which are considerina smokina_ restriction arid/or ventilation leai°lation. Some national advertisina vill be considered to reach audiences in certain localities. x &ds*vill supplement ongoing efforts to raise the visibility of the indoor air quality issue and to place ETS in the proper context. These efforts include: o i;CV~ and Trutn Squad media tours o :,ctivitie.; of the ttational Enerav tianaaement In°titute 9 2lE31I r ~ „CV, and ttE1fl t~uilding inspections _ IC1%]uur .:A1r qUallti «eminar5 ~:j Coalition tuYl.iing programs vith labor _. 'inira pai-t.y support of veiitilation regulations •3 Leoizlati':e testimonv TI DN 0005774

h ~= CpNFIDENTIAL --=== THIS DOCIJMENT IS SUBIECT TO A COURT ORDER AND THIS ppCUMENT AND ITS CONTENTS SIiALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN TIIE COURT'S ORDER . :,dverticinq wi11 run prior to, during, and folloving ACVA media tours, uhere possible. Ads also vill run cuncurrently vith legislative testimony, scheduled 1,ndoor air quality seminars at vhich ACVA is represented, and other media activity. fiedla !itYaiFrly - kestaurantw * The restaurant ad is targeted to restaurant ovners and opEratorn. A secondary audience may be the legislators vho vould be considering restriction leaislation. • Illth field staff recommendation and approval, ads vould be purchased in state and local restaurant journals, in areas considering restaurant restriction leuislation. Budilet •- Indoor Air Quality Ads = In approving The Institute°s 1988 budget. the Board of Lirectors authorined funds for this type of advErtlsing, subject to continuing approvals. * Abzent specific recommendations from the State Activities Division, it is difficult to estimate a firm budget. Headquarters staff has tentatively identified three states for vhich it vould like to consider indoor air quality advertising activity during the first quarter in 1988: C t}Etf York c PennsVl'Ianla u illitiu2S ~ :, zi:,: •veetc campalt7n in each state vould. in most circumstances, cover legislative and media activity. t ru11-page regional inserts in im magazine over a six-1eeek.perzod are estimated at $117,076.80 per market. Ue estimate an additional 575,000 for purchase or_trxira to half-page ads i.n local nevspapers during tnz :ame time period. Estimated total cost per market, per six-aeek campaiun: 320O.o00. TI DN 0005775

h ~= CpNFIDENTIAL --=== THIS DOCIJMENT IS SUBIECT TO A COURT ORDER AND THIS ppCUMENT AND ITS CONTENTS SIiALL NOT BE USED, SHOWN OR DISTRIBUTED EXCEPT AS PROVIDED IN TIIE COURT'S ORDER . :,dverticinq wi11 run prior to, during, and folloving ACVA media tours, uhere possible. Ads also vill run cuncurrently vith legislative testimony, scheduled 1,ndoor air quality seminars at vhich ACVA is represented, and other media activity. fiedla !itYaiFrly - kestaurantw * The restaurant ad is targeted to restaurant ovners and opEratorn. A secondary audience may be the legislators vho vould be considering restriction leaislation. • Illth field staff recommendation and approval, ads vould be purchased in state and local restaurant journals, in areas considering restaurant restriction leuislation. Budilet •- Indoor Air Quality Ads = In approving The Institute°s 1988 budget. the Board of Lirectors authorined funds for this type of advErtlsing, subject to continuing approvals. * Abzent specific recommendations from the State Activities Division, it is difficult to estimate a firm budget. Headquarters staff has tentatively identified three states for vhich it vould like to consider indoor air quality advertising activity during the first quarter in 1988: C t}Etf York c PennsVl'Ianla u illitiu2S ~ :, zi:,: •veetc campalt7n in each state vould. in most circumstances, cover legislative and media activity. t ru11-page regional inserts in im magazine over a six-1eeek.perzod are estimated at $117,076.80 per market. Ue estimate an additional 575,000 for purchase or_trxira to half-page ads i.n local nevspapers during tnz :ame time period. Estimated total cost per market, per six-aeek campaiun: 320O.o00. TI DN 0005775