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Marketing T O: Hispanic S0 okefs A Feasibility From A ' ;~base Pers~.ctive ~~ . &2Ql94 Q8L£Q8Iti0H f :. LI:OMllHNl: i"1'

Table of Contents Background I -: Analytic Objective Definition of Hispanics Net Findings: o Summary of Analysis Appendix • Profiles of Hispanic Smokers on the Database • Profiles of Hispanic/Non-Hispanic Direct Mail Responders • Brand Direct Mail Responder Profiles • Mailing/Response Overview 2 98L888It0z

Background • The -Hispanic population is currently 10% of the U.S.. population (22MM). - 6.5% of total U.S.. households. - Growing faster than any other ethnic group (71% growth since 1980). - Census Bureau predicts Hispanics will outnumber African Americans by 2010. • Approximately 17.2% of Hispanics are smokers. - Smoke an average of 13.2 sticks/day . Source: Strategy Research Corporation 1992 Donnelley Marketing Information Services 1990 3 L8LEB8Tti0Z N

Background • An issue exists regarding what language is the most effective for communicating to Hispanic smokers. - While Hispanics may be responding to English response vehicles, they may prefer/be more receptive to Spanish language vehicles. 4 88L~88tb4~ 61

Background Hispanic Smoker Efforts To Date • Name Gen. efforts have been in place to capture Hispanic smokers; however, relatively little has been done in Spanish language. - MAT VAN, Racing/Community Events and one Corporate Name Gen. effort offered Spanish language response device. - Have been successful in generating names/response. • In 1994, Spanish language materials are being incorporated in programs. - Marlboro Country Store (POS, Catalog, ROP Ad, 800#) - Marlboro Racing (Ad) 5 68LE88TV0Z

Analytic Objective What We Want To Learn • Are' Hispanic smokers on the Database similar to the general Hispanic market? • Do Hispanic smokers respond similarly to non- Hispanics on the Database? • Where do we go,from here? s OE.LE88 tti07

Definition of Hispanics • For purposes of this analysis, we are defining Hispanics as those smokers who have: - Indicated Hispanic on survey ethnicity question. -OR- - Been identified as a Hispanic via surname overlay on the Database. -OR- - Responded to a Spanish language response device or Spanish magazine. 7 I6LE88ItrOZ

Net Findings • Hispanics on the Database, including Direct Mail responders,,pre representative of the Hispanic market, overall. - Demographic/geographic. • Hispanics, respond at high rates, particularly among YAMS and Spanish Speaking Hispanics. Therefore, it is feasible to market directly to them. a -~nglish Speaking Hispanics are being included in current programs and are responding at almost the same rate as Non- HiVanacs (35% vs. 39%). o -- Spanish Speaking Hispanics are included in current programs to ao Iesser degree but are very responsive (67%). However, due to the small size of. Spanish Speaking Hispanics on the Database, it would not be cost effective to generate separate Spanish language programs or versions of programs at this time. 8 Z6LE88itrOZ

Net Findings • Opportunity-exists to: '~ Increase size of file (via existing name generation efforts). 4 »: Particularly via Marlboro and B&H programs. ~ Gain more learning. » » » » Best language for communications. Whether Spanish language can increase response rates among English Speaking Hispanics. How to reinforce loyalty without subsidizing purchase to this already high-loyal group. Impact on response from direct translation of existing materials vs. Hispanic oriented creative. 9 sbcseatvoZ

Summary of Analysis tr6LMTtr0O

Analysis Includes • Profiles of Hispanic smokers on the Database. - Compared to Hispanic tracking study. • Profiles of both Hispanic and non-Hispanic smokers on the Database. - Responders to direct mail programs. • Mailing/response patterns. - Yearly. - By Brand. 11 S6CC88Ib0,7_

Audience Overview Three groups are included in this analysis: • English Speaking Hispanic smokers (525M) - Identified via ethnic source code, surname overlay and responders to English response devices. - Unknown whether these smokers speak/read Spanish. • Spanish Speaking Hispanic smokers (31 M) - Identified via e#hnic source code, surname overlay and responders to Spanish response devices. - Unknown whether these smokers speak/read English. • Non-Hispanic smokers (480M) - Control Group. - Based on similar age, gender and market distribution as Hispanic smokers. 12 96LE88Iti0e"

Summary of Findings Hispanics on the. Database • There are 556M Hispanics on the database. , , . - 525M known to be English speaking. - 31 M known to be Spanish speaking. • They were sourced primarily through Marlboro and Corporate programs. - Over two-thirds of Spanish speaking smokers were sourced through Marlboro programs. • The age of the names (i.e. when sourced) on the file varies. - Spanish speaking smokers are more recent, having been sourced primarily via 1993 programs. - English speaking Hispanics are much older. » Over 40% were sourced in '90/prior while one-quarter were sourced in 1993 programs. 13 L6LC88ib0u

Summary of Findings (English Speaking Hispanic Smokers) • Overall, English Speaking Hispanic smokers on the database are: - Slightly more male than female. - Between 25-54 years of age. - Live in regions 1,3 and 5. - Concentrated in 8 trade areas. » 35% in Los Angeles and New York. - Reside in A & B counties. - Tend to live in lifestyle clusters in which other Hispanics reside or in which there is an ethnic mix (45%). » One third live in more upscale clusters. 14 i B6L£88Iti04

Summary of Findings (English Speaking Hispanic Smokers) • English Spekihg Hispanics on the Database smoke: . - Marlboro'":'' - Non-Menthol, - Full Flavor and, Lights -'Pack- only and both carton/pack • In addition, they are: - Non coupon users. - Loyal_ to their regular brand. • These findings are consistent with the Hispanic Tracking Study (1992). 15 66LC88ibOZ

Summary of Findings (Spanish Speaking Hispanic Smokers) •Overall,I Spanish Speaking Hispanic smokers on the Otabase are: - Significantly more male. - Between 21-44 years old. - Reside in regions 3 and 5. - Concentrated ip 6 trade areas. - Live in A & B counties., °- Tend to live in lifestyle clusters in which other Hispanics reside or in which there is an ethnic mix (59%). » 20% live in more upscale clusters. 16 008E99TV011-

Summary of Findings (Spanish Speaking Hispanic Smokers • Spanish Speaking Hispanics on the database smoke: - Marlboro - Non-menthol - Full flavor - Packs • In addition, they are: - Non-coupon users - Loyal to their regular brand. 17 I0gC88ibOZ

Summary of Findings (Direct Mai/ Responders) • Profiles of Hispanic Direct Mail Responders are virtually identical to the database overall. - English speaking Hispanics are marginally more female. • Spanish speaking Hispanic Direct Mail responders tend to be slightly less affluent than the English speaking group and are more prone to live in clusters either with other Hispanics or an ethnic mix. • Profiles of indiuriduals who've responded to Brand pro rg ams are very similar to overall direct mail responder profiles. - No significant findings arose which would guide Brand programs. 18 coBERSZ VpO

Summary of Findings (Direct Mail Responders) • Wtten, comparing profiles of Direct Mail Hispanic respondersIto, Non-Hispanics on the database we find that: ^ - English speaking Hispanics and Non-Hispanics have similar profiles. ~ Non-Hispanics are slightly more affluent. » Over half live in more upscale lifestyle clusters vs. one-third of English speaking Hispanics and one-fourth of Spanish speaking Hispanics. > Live primarily in A counties (Hispanics live in both A & B counties). 19 2o9Eggtboz

Summary of Findings (Mailings/Response) • Hispanic smokers have been included in the majority of PM mailings. - Marlboro mailed most frequently to this group. • On an overall basis, Hispanics tend to respond at high rates, particularly among the Spanish speaking group. Smoker Groups Overall Response Rate* Hispanic/English 35.4% Hispanic/Spanish 66.8% Non-Hispanics 39.2% *To all PM programs. 20 tr08£88iti0Z

Summary of Findings • Similarly to Non-Hispanics, both Hispanic smoker groups are more prone to responding to coupons and premiums. • However, they are significantly less likely to respond to a survey. - May be sensitive to providing information or have had fewer opportunities to respond to a survey. • B&H and Marlboro program response rates are high among Spanish speaking Hispanics while PM/Discount and Marlboro generate high response rates among the English speaking Hispanics. 21 ~o$2ssttioz

Conclusions • Given the xhigh response rates among Hispanic smokers, particularly YAMs, it is feasible to implement marketing programs to them. • However, the current size of the file and number of Hispanic responders suggests that it would not be cost-effective to develop separate programs to this group at this, time. • Recommend concentrating primarily on generating additional 'names to the database prior to deciding to launch separate programs. - Continue with existing programs which include Spanish language surveys/offers e.g., MCS Van, Community Events, etc. - Consider including/expanding B&H name gen. efforts. - Concentrate efforts on more responsive regions (1,3,5). - 800# 22 9o8F8ettioz

Conclusions Utilize existing file as a "laboratory" to gain additional learning. - Best language for communications. - Whether Spanish language can increase response rates among English Speaking Hispanic smokers. - How to reinforce loyalty without subsidizing purchase to this already high-loyal group. - Impact on response from direct translation of existing materials vs. Hispanic oriented creative. 23 Loaseetvaz

Next Steps • Meet with Events and Database Development groups to maximize name generation efforts for 2nd half of '94 (June). - Follow-Up program to MCS, Racing, 800#. - Include existing Hispanic smokers in Q.U.E. • Develop test plans within planned Marlboro direct programs with Hispanic smokers on the database (June/July). - e.g., Spanish, bi-lingual, new creative. 24 8o8eaert,oz

Next Steps • Develop preliminary plans for `95 name generation (July/Aug,,ust). - Penetration goals. - Implement Dec. `94/Jan. ` 95. • Expand test program in '95. - Additional learning before long-term commitment. 25 6Q9CQ8Ib0Z

Profiles of Hispanic Smokers On The Database - English Speaking Hispanics - Spanish Speaking Hispanics oiaCeUbaz

Profile Snapshot (Hispanic/English) • English Speaking Hispanic smokers on the Database are: - Slightly more male. - Between 25-54 years of age. - Reside in regions 1,3,5. - Concentrated in 8 trade areas. - Live in A & B counties. - Loyal, full flavor, non-menthol brand smokers (primarily Marlboro). - Pack only and both carton/pack purchasers. - Non coupon users. 27 TI8E8BIbaZ

Hispanic/English Profile (Demographic) Gender • Slightly more male than female English Speaking Hispanic smokers on the database. - Females have higher representation on the database than among Hispanics nationally. , Female Male 47% 53% 28 ZT$£9SIbOZ

Hispanic/English Profile (Demographic) •?8%,are between 25 - 54 years old. - Have greater representation on the database vs. Hispanics nationally, in 45+ age groups. 65+ t I F F 1 i 1 1 I-~ 0.0% 5.0% 10.0%15.0% 20.0% 25.0%30.0% 35.0% 40.0% 29 Cissssttaz

Hispanic/English Profile (Geographic) Re ion • English Speaking Hispanic smokers on the database reside in regions 5, 3 and 1. - Mirrors the national Hispanic population. REGION 5 REGION 4 REGION 3 REGION 2 REGION 1 F----1 0.0% 10.0% 20.0% 30.0% 40.0% 30 Vjeeesrt,oz

Hispanic/English Profile (Geographic) Trade Area • Similar to Hispanics nationally, Hispanic smokers on the database are concentrated in 8 trade areas: Market % Los Angeles 18.2% New York 16.8% San Antonio 9.8% Albuquqrque 6.9% Chicago 6.9% Miami 6.5% San' `F'rancisco 6.0% ` Houston 4.9% 31 stssRettoz

Hispanic/English Profile (Geographic) represented in B, C and D counties*. Countv • 90% of English Speaking Hispanic smokers on the database live in A and B counties. - The database is over-represented in A counties and under- Database T Database 500% ,5 0% 6OID%, f - {0 0% 350% % 300% 25.0% 20.0% 15.0% 10.0% 5.0% COUNTY A COUNTY a COUNTY C COUNTY 0 *Source: Hispanic Tracking Study 1992. CpnyA Corly 8 CaryC 32 Cwry D 9I8E8BTvoZ

Hispanic/English Profile (Lifestyle) Lifestyle Clusters •45Q/o reside in clusters in which other Hispanics reside or in which there is an ethnic mix. • One third live in more upscale locations which is not representative of the Hispanic population nationwide. 33 Liss88itiaz

Hispanic/English Profile (Brand Attributes) Brand • Close to 75% of English Speaking Hispanic smokers on the database smoke a full margin brand, with Marlboro having the largest representation. - Under represented among Marlboro and over-represented among B&H smokers compared to Tracking Study*. Database Tracking* Brand % % Marlboro 55.7% 61 % B&H 7.0% 5% Comp/FM 6.4% n/a Winston 5.3% 6% *Source: Hispanic Cigarette Tracking 10/93. 34 8T$E8$IbOZ

Hispanic/English Profile (Brand Attributes) Flavor • English Speaking Hispanic smokers on the database are primarily non-menthol smokers. - Similar to Hispanics nationwide. Database *Source: Hispanic Tracking Study 1992. Tracking Study* 35 6I9EB8tboz k

Hispanic/English Profile (Brand Attributes) Tar ,Level • English Speaking Hispanic smokers on the database smoke both full flavor and lights. - Full Flavor under-represented compared to tracking study*. Lowest Ultra Lights LighULow/ Mild Medium Full 0.0% Database Tracking Study 20.0% 40.0% 60.0% *Source: 1992 Hispanic Tracking Study. 00% io-0% 20,0% 30.0% 40.0% so0% 36 ozaCasttroz

Hispanic/English Profile (Brand Attributes) Buy Kind ~ • Tend to buy by the pack only and by both carton and packs. - Database has higher penetration among carton only and both carton/pack purchasers. Under-represented in pack only. 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Pack Carton Both *Source: Hispanic Tracking Study, 1992 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Pack Carton Both 37 tZ8£88ib0Z

Hispanic/English Profile (Brand Attributes) Lo alt • Over 80% are loyal to their regular brand. - Similar to Tracking Study*. *Source:1992 Hispanic Tracking Study. 38 zzeERgi'Voz

Hispanic/English Profile (Brand Attributes) Coupon Use • English- Speaking Hispanic smokers on the database tend not to use coupons. - Data0ase is under-represented among 0 times users and over- represented among all coupon users. This is due to the database being'response driven.* Database 0Oi 70 - . o 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 0 Times 1-2 Times 3-6 Times 7+ Times 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 0 Times 1-2 Times 3-6 Times 39 7+ Times s;zgsa8tvoz

Profile Snapshot (Hispanic/Spanish) . Spanish Speaking Hispanic smokers on the Database are: - Significantly more male. - Between 21-44 years old. - Reside in regions 3 and 5. - Concentrated in 6 trade areas. - Live in A & B counties. - Loyal, full flavor, non-menthol brand smokers (primarily Marlboro). - Pack purchasers. - Non-coupon users. 40 bNC-881tr017

Hispanic/Spanish Profile (Demographic) Female P,

Hispanic/Spanish Profile (Demographic) ~ • Skew young adult (80% are 21-44 years of age). 65. 55-64 45-54 35-44 25-34 21-24 T  i--i-F--i-~ F-F F---l----! 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 42 9Z8CQ8I VQZ

Hispanic/Spanish Profile (Geographic) :Reg on •74p/o live,primarily in regions 3 and 5. REGION 5 REGION 4 REGION 3 REGION 2 REGION 1 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 43 ,cze2gg1V02

Hispanic/Spanish Profile (Geographic) Trade Area • Spanish speaking Hispanic smokers on the database are concentrated in 6 trade areas: Market % Pittsburgh 21.3% San Diego 19.6% Waco/Temple 9.8% St. Louis 9.3% Philadelphia 9.4% Midland 6.0% aa SzasegjVaz

Hispanic/Spanish Profile (Geographic) Count • Similar to the English Speaking Hispanics, over 90% of Spanish Speaking Hispanic smokers live primarily in A & B counties. 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Courty A Counly B County C CaxMy 0 45 6Z8C88TbOZ

Hispanic/Spanish Profile (Lifestyle) Lifestyle Clusters • 59% of Spanish Speaking Hispanic smokers on the database-reside in clusters in which other Hispanics reside or in which there is an ethnic mix. • Only 20% live in more upscale locations. 46 0EM?8Ib0Z

Hispanic/Spanish Profile (Brand Attributes) Brand • The majority of Spanish Speaking Hispanics on the database smoke Marlboro. - Not surprising since Marlboro brought in the majority of this group to the database. Brand % Marlboro 82.1 % B&H 6.6% Winston 2.7% 47 ie8£SSTtrOZ

Hispanic/Spanish Profile (Brand Attributes) Flavor • Spanish Speaking Hispanic smokers skew more strongly toward non-menthol than English Speaking Hispanics. Menihol 0, or 92% Nw'Menthol 48 Z686861ti0Z

Hispanic/Spanish Profile (Brand Attributes) Tar Level . : f o •Spariish speaking Hispanic smokers on the database smoke full flavor brands almost exclusively. FuM M.dlurn LIphULow/Mild Uhra LIpMs Low.st 49 £E8E88Iti0~ ~

Hispanic/Spanish Profile (Brand Attributes) Buy Kind • Span,ish Speaking Hispanic smokers tend to buy primarily by pack only. 60 0% 50.0% 40 0% 30 0% 20.0% 10.0% 0.0% Padc C.rWn Both 50 tr£8~g~ti~~~

Hispanic/Spanish Profile (Brand Attributes) L • As with English Speaking Hispanics, Spanish Speaking Hispanic smokers are extremely loyal to their regular brand. 51 S£8E88Tti0"

Hispanic/Spanish Profile (Brand Attributes) Coupon Use • Spanish Speaking Hispanic smokers on the Database tend not to use coupons. 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 1-2 Tim.s 3-6 Tlms 7+ Tkn.s 52 9E8C88Iti0~~ 114

1E8888TV0Z Comparison of Hispanic Responders and Non-Hispanic Responders to Direct Mail Programs i

Overview • Identify potential differences between 3 responder groups: - English speaking Hispanic smokers (524,868) - Spanish speaking Hispanic smokers (31,165) - Non-Hispanic smokers* (479,676) • Responders reflect direct mail response to programs ('90 - `93) *based on similar age, gender and market distribution as Hispanic group. 54 8C9F88TtOZ

Smokers Snapshot • To a great extent, English-speaking Hispanics and Non-Hispanic groups have similar profiles, which match the overall database profiles. - Skew female. - 25-54. - Strong presence in Region 5. » Region 3 strong for English speaking Hispanics. » Region 1 strong for non-Hispanics. - High representation in San Diego and Philadelphia trade areas. - Live primarily in A counties. -, Loyal, full/light tar, non-menthol brand smokers (primarily Marlboro) who have smokers their regular brand over 5 years. - Non-coupon users. Z5 66K881,b0Z

Smoker Snapshot Spanish speaking Hispanics differ in that they: : ,- Skew more,male. -- Are younger adult (80% are 21-44) -,Reside primarily in Region 3. - Have high representation in the Pittsburgh trading area. - Are slightly less prone to live in A counties. - Are less affluent (one fourth live in more upscale lifestyle clusters.. , - Smoker full tar cigarettes almost exclusively. - Tend to buy more packs than cartons. 56 Ob8E88TbOZ

DM Responder Profile (Demographics) Gender • More male than female responders among Spanish speaking Hispanic smokers, due to a tendency among females to respond using spouse's name. - English speaking Hispanics and Non-Hispanics skew more female. 0 HispanWEqhah ~ HupansGSpanah ~ Non-Hnpanc Nd. f.m.M 57 Tb8E8Eib0z

DM Responder Profile (Demographics) ~ • Spanish speaking Hispanic smokers skew younger adult (80% are 21-44) while English speaking Hispanics and Non-Hispanics are predominantly 25-54. - Non-Hispanics are also strong in 65+ age group which is more typical of the database overall. 21- 24 25- 34 35- 44 45- 64 55- 64 66. M Hispanic/Eny/ish ® Hispanic/Span7sh El Non-Mspanic 58 zVe6setvo4 I

DM Responder Profile (Geographic) Reg_ion • All responder groups are strong in Region 5 and weak iftRegions 2 and 4. 1 • Wide variance among other regions. - Approximately 40% of Spanish speaking Hispanics reside in Region 3. REGll7N 1 M \ F8CN 2 REGION 3 f8'i1LN 4 ~ Hi.panlGEnplish ® HkpanlGSpanieh ~ Non-HlspAnlC 59 £V8E88IVOZ ~

DM Responder Profile (Geographic) Trade Area •Ali Responder groups share strong presence in San'Diego and Philadelphia. • Generally, English speaking Hispanic and Non- Hispanic responders live in similar trade areas. English Spanish Trade Area Speaking S eap king Non-Hispanic San Diego 17.1 % _ 18.7% 26.8% Philadelphia 17.7% 10.4% 17.7% Pittsburgh 9.5% 21.2% 7.1% Peoria 8.5% 2.3% 13.6% Houston 6.6% 1.1 % 3.7% St. Louis 5.9% 9.5% 6.8% Fresno 6.1 % 4.1 % 8.8% Waco/Temple 4.7% 9.0% 6.6% 60 Midland 1.4% 6.2% 0.0% titr8888It,0z

DM Responder Profile (Geographic) count~c • Both Hispanic and Non-Hispanic smokers live primarily in A and B counties. - Non-Hispanics skew more A county. (XlLk~fYA COUNfY B COIXdTY C fAl!!TY 0 0 HispaniGEnplish B HispaniUSpu.sh El Non-Hispanmc 61 svs2q8tVoz ,<,

DM Responder Profile (Lifestyle) Lifestyle Clusters • Non-Hispanic smokers are significantly more affluent than either Hispanic group - Over half of Non-Hispanics live in more affluent clusters. - Over one third of English speaking responders are in the same clusters. - Less than one fourth of Spanish speaking responders are in these clusters. • Hispanic responders reside in clusters either with other Hispanics or in which there is an ethnic mix. Not true of Non-Hispanics. - Over 46% English speaking Hispanic responders reside in these clusters while over 58% of Spanish speaking responders can be found in theSe. clusters. 62 9t~8£88I i~OZ

DM Responder Profiles (Brand Attributes) ~ Brand •'©ver 70%-'of` responders smoke a full margin brand, with Marlboro having the largest representation, particularly among Spanish speaking - responders. Brand English Speaking Spanish aking Spe_ Non-Hispanic , Marlboro 49.1 % 81.1 % 39.3% B&H 8.7% 6.4% 9.7% Comp/FM 7.8% 1.3% 1 1.4% Winston 5.7% 2.8% 5.3% V. Slims 5.3% 1.1% 6.8% 63 Lb8£88Tti02

DM Responder Profiles (Brand Attributes) Flavor • Majority of both Hispanic and Non-Hispanic responders smoke non-menthol brands. Noh-AMrMtal ~ HispanidEn9hsh B HrcpaniGSpanish © Non-Hispanic 64 8b8£881 tOZ

Responder Profiles (Brand Attributes) Tar Level • Spanish speaking responders are primarily full flavor smokers. • English speaking responders (both Hispanic and Non- Hispanic) split between full flavor and lights. -F Lowest FuN .,..... . f... . z;..: .~...M~..... ~. _ :; , . , ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~\~\\~\~~~~~~~~~~~~~~ 4 0-0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 13 Non-Hisparnc 19 HispaniGSpanish M Hispanic/Enylish • 65 btis2BBTtDz

DM Responder Profiles (Brand Attributes) 'BuX;Kind ~ • Varying dynamics: - English speaking Hispanic responders buy both pack only and carton/pack while Spanish speaking Hispanics skew pack only. . . , , - Non-Hispanic responders buy carton only and both carton/pack. i M Hispanics/Erplish ® Hispanics/Spanish 13 Non-Hispanics Pack Canon Bolh 66 OS8288I VOZ

DM Responder Profiles (Brand Attributes) Loyalty I . • All three smoker groups are loyal to their regular brand. - 80% indicate they would stay within the brand/brand family if out-of-stock. Go ElsaMwro ,-~?..*e^e,., .--,~..~i.-. { 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 0 Non-Hispanic ® HispamGSpamsh ~ Hisponic/Enplish 67 ISSE88Ib0Z

DM Responder Profiles (Brand Attributes) Coupon Use • The majority of all three responder groups do not use coupons. - Non-Hispanic smokers report not using coupons significantly more than either Hispanic group. - Low use among Hispanics may be influenced by small, local retailers (where Hispanics typically purchase cigarettes) not accepting coupons. MHispanisiEnpYsA B HMp.nkg5p+nisb ~ Hon-Hispuwc 0 Tm" 1-2 Tnw. bE Twns 7.TMw 68 ~S8888IbOZ

DM Responder Profiles (Brand Attributes) Duration • The majority of responders have smoked their regular brand over 5 years. N HispaniGEnQlish 19 HlspaniGSparush ONon-FNspanlc >5 Ywn 2-6 Y.us 1-2 Yws c1 Yw 69 CS8688TbOZ

DM Responder Profiles (Offers) • Profiles of Responders to coupons, surveys and premiums are similar to the overall responder profile vyath.the exGeption of Spanish speaking survey responders. - While males still predominate, there is a much narrower gap between males and females. - Suggests that a response which is not purchase related is more acceptable for females. • As with the overall profiles, English speaking Hispanics and non-Hispanics are virtually identical for each offer type. 70 bS8E88ItiQZ

DM Responder Profiles Trends (Engl_ ish Speaking Hispanic smokers) • For the most part, there has been little change among responders over the past 4 years. • However, there has been a shift in gender/age among responders. - Males, particularly YAMS, represent an increasing share of responders (10% in '90 vs. 30% in '93). - Females 35+ are becoming dramatically lower (46% in '90 vs. 22% in '93). • While the majority of responders live in A counties, there appears to be movement away from urban centers. - 24% decrease in responders living in A counties from '90 to '93. - 38% reduction in B counties. - C & D counties have more than doubled since '90. 71 Ss9saeTtQz

DM Responder Profiles Trends (Spanish Speaking_, Hispanic smokers) • Responders are becoming increasingly more male. - Driven by YAMS who make up an ever increasing percentage of responders from '90 -`93 (13% in '90 vs. 39% in '93). • Female responders are becoming younger. - Almost equal representation among YAFS and 35+ females. - Reflects a significant representational drop among 35+ females (31% in '90 vs. 15% in '93). • The percent of responders in Region 5 has been growing over the past 4 years while Region 3 has been diminishing. - Region 3 (58% in '90 vs 37% in '93). - Region 5 (14% in '90 vs 34% in '93). 72 9sae8EItiaz

DM Responder Profiles Trends (Non-Hispanic smokers) - . • As with bothaHispanic groups, Non-Hispanics are showing little change among responder profiles over the past 4 years. • However, gender/age shifts among responders have changed. - The percentage of both YAMS and YAFS among respondents has increased significantly. » YAMS have tripled (7% in '90 vs. 22% in '93). » YAFS has doubled (9% in `90 vs. 18% in `93). • The percent of responders is increasing in Region 3 and decreasing in Region 5. - Region 3 (14.9% in '90 vs. 18.5% in '93). - Region 5(40.2°lo in '90 vs. 34.9% in '93). 73 LS8£BBIbpZ

Brand Profiles BssEeaTtioz i

Purpose • Identify any differences in responders to Brand direct mail programs. • Review includes: - Marlboro - B&H - PM/Full Margin - PM/Discount • Note: Spanish speaking Hispanics for PM/Full Margin and PM/Discount were not reviewed due to extremely small quantity of responders. 75 6S8888IbOZ

Brand DM Responder Profiles • Profiles of smokers who responded to Brand programs are very sirnifarAo overall direct mail responder profiles. , ¢ I - No significant findings arose which would guide Brand programs. 76 C~98E88tti0Z j~.~

Mailing/Response Overview I98ESBIbOZ

Purpose • Provide an overview of mailings by year - Overall and by PM brand. 78 Z9B£8$ItiQZ

Mailing/Response Overview • From 1990 - 1993, Hispanic smokers were included in the major.ity of PM mailings issued. - Marlboro issued the majority of mailings to Hispanics. •, English speaking Hispanics and non-Hispanics mailed most frequently. Mailings to all three groups increased i n 1993. t 1.200,000 1.000.000 800.000 600.000 400.000 20G,000 1992 1991 -~ 1990/Prior Hicpan ic/Saani ch ~ H/cptniUEnyllah mNomHlapanlc 79 898EB8tbpZ

Mailing/Response. Overview • Over the years, overall response rates have been declining for English speaking Hispanics while increasing markedly for Spanish speaking Hispanics. - May be due to recent response generation efforts to Spanish speaking Hispanics (Mat, Corporate Name Gen.) SpanISh Sp.aklnq /0000 r f 80% 1IN ® iM 9 Mya+aws a..0x .c."x 7036% Nst Isw/rri.. T.w UN Enyllsh Sp.aklny 1962 H00iPno 80 b98C88ibOZ k

Mailing/Response Overview • Compared to the Non-Hispanic smoker group, Hispanic response rates are higher overall, with the Spanish speaking group significantly higher than the other two groups. Hispanic/ Year English 1993 28.3% 1992 41.3% 1991 41.0% 90/Prior 60.1% Hispanic/ Spanish 87.3% 66.8% 45.9% 70.3% Non-Hispanic 24.8% 25.5% 21.1% 45.5% 81 S98£88Iti0Z

Mailing/Response Overview 45,000 40.000 35.000 30,000 25,000 20,000 15.000 10,000 5,000 0 • Response rates to Brand efforts vary, by group. - English speaking, Hispanic smokers respond at higher rates to PM Discount mailings. - Spanish speaking Hispanic smokers respond at higher rates to B&H mailings. Spanish Sp.aking 92 60% ~ \ 5100% 30 60% gi}1 PM Oiw PM/FM 65 40% Marlboro ~Wg.O B Po.yrondm 1.200.000 1.000.000 600.000 600.000 400,000 200,000 BaM / English Sp.aklnp N MaiMd PM Drc PMIFM 36 90% 0 R.spord.rs Marlboro 82 998EH8tti0Z ~

Mailing/Response Overview • In contrast,fNon-Fiispanic smokers have the highest response rates to Marlboro mailings. Non-Hispanic 1.040.000 r 900.000 +0Q,000 700,000 600.000 500.000 400,000 300,000 200.000 100,000 L99£89Iti0Z 9.20% \\\10001" B&H PIYI Oisc PM/fM Marlboro N Mailod 0 Flaspordars 83 b.o

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Hispanic Analysis TOTAL NON-HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES _ NON-RES. INDEX RES. NON-RES. INDEX TOTAL 916,374 1,422,199 228,078 692,526 161,617 471,049 139,288 519,402 387,043 464,1 7 DEMOGRAPHIC DATA GENDER _ MaM 45.7% 46.9% 98 53.0% 46.3% 115 44.9% 47.6% 94 46.9% 49.6% 95 41.1 % 49.5% 83 -- -- F.mals 54.3% 53.1 % 102 47.0% 53.7% 87 55-1 % 52.4% 105 53.1 % 50.4% 105 58.9% 50.5% 117 AGE 21-24 4.1% 4.6% 89 8.4% 5.0% 167 6.1% 3.7% 164 3.0% 4.2% 72 1.0% 4.4% 23 25-34 21.6% 30.8% 70 31.2% 36.7% 85 24.4% 31.9% 77 20.9% 31.6% 66 15.0%_ 32.2% 47 35-44 21.3% 20.6% 103 25.4% 17.8% 143 23.4% 17.1% 137 24.5% 18.5% 132 16.7% 18.6% 90 45•54 17.9% 17.7% 101 15.2% 14.2% 107 18.6% 15.5% 120 20.4% 15.5% 132 18.3% 16.8% 109 55-64 12.3% 11.8% 104 7.7% 9.1% 85 12.4% 9.8% 127 14.4% 9.4% 152 14.1% 11.0% 128 65+ 23.0% 14.6% 157 12-1% 17.2% 71 15.1% 22.0% 69 16.7% 20.7% 81 34-9% 17.0% 205 - AUDIENCE YAMS 12.6% 17.2% 73 21.8% 19.5% 112 14.0% 16.9% 83 11.7% 17.8% 66 6-5% 17.9% 36 YAFS 12.9% 17.0% 76 17.5% 21.3% 82 15.7% 17.2% 91 11.9% 16.6% 72 9.3% 16.1 % 58 35 + Mal.s 33.2% 29.7% 112 31.2% 26.8% 116 30.9% 30.7% 101 35.3% 31.8% 111 34.7% 31 6% 110 36 + Fsanal.s 41.4% 36.2% 114 29.5% 32.4% 91 39.3% 35.2% 112 41.2% 33.8% 122 49-5% 34.4% 144 PRODUCT DATA LENGTH _ _ <85's 0.3% 0.3% 92 0.3% 0.~% 112 0.1 % 0.4% 32 0.3% 04% 80 0.4% 0.4% 88 R.yular/Kinps 42.8% 40.0% 105 54.2% 44.2% 123 43.2% 38.4% 113 45.0% 48.8% 92 35.1% 45.0% 78 100's 53.1% 55.5% 96 42.7% 52.2% 82 53.3% 58.1% 92 50.8% 47.3% 107 59.9% 51.2% 117 Xtra-Lonp/120's 3.8% 3.4% 112 2.7% 3% 3% 3. 84 3.3% 3.0% 111 3.8% 3.5% 110 4-6% 3.5% 134 FLAVOR - _ Non-M.nthol 69.7% 63.1 % 110 78.4% 64.1 % 122 67.1 % 63.4% 106 69 6% 65.1 % 107 65.8% 64.9% 101 M.nthol 30.3% 36.9% 82 21.6% 35.9% 60 32.9% 36.6% 90 30.4% 34.9% 87 34.2% 35.1% 97 TAR LEVEL FuM 38.0% 36.4% 104 42.5% 37.2% 114 39.2% 36.9% 106 39.8% 40-1 % 99 33.6% 37.9% 89 - M.dh~m 2.1 % 1.2% 180 3.9% 1.4% 272 2.5% 1.1 % 231 L.4% 1.6% 89 1.2% 1.6% 74 LiyhULow/MiW 43.3% 45.2% 96 40.4% 46.0% 88 41.9% 45.5% 92 41.5% 43.7% 95 46.7% 44.4% 105 Ultra liphts 12.3% 12.5% 89 10.5% 11.5% 91 12.2% 12.3% 100_ 12.7% 10-0% 127 13.2% 11.2% 118 Low.st 4.3% 4.8% 90 2.6% 3.8% 67 4.1 % 4.2% 96 4.5% 4.5% 100 5.3% 4.8% 110 0L9E88ib0Z Page 1

Hispanic Analysis TOTAL NON-HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 RES. NON-RES. lIDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX EMOKMilOfP1MRCHAEE GEHAVKkt - COUPON USAGE O Tim.s 64.8% 61.9% 105 66.1 % 64.3% 103 54.7% 67.6% 81 61.5% 64.8% 95 72.6% 58.0% 125 1-2 Timss 14.7% 16.2% 91 14.7% 15.4% 95 19.5% 13.8% 141 15.9% 14.9% 107 _ 11.1 % 18.0% 62 3-6 Tkius 10.5% 11.1 % 96 10.0% 10.4% 97 14.4% 9.4% 154 10.9% 10.2% 107 _ 8.2% 12.2 67 7+ Tims 9.9% 10.8% 92 9.2% 10.0% 92 11.4% 9.2% 123 11.7% 10.1 % 116 6-1 % 11.8% 68 LOYALTY Go Els.wh.r. 51.4% 51.3% 100 52.4% 50.7% 103 52.4% 53.1% 99 51.8% 53.0% 98 506% 62.1% 97 Buy AnoM.r Ty 21.9% 21.9% 100 24.3% 22.9% 106 21.6% 21.8% 99 22.2% 21.9% 102 21.0% 21.1 % 100 Wak For Rstoc 4.3% 4.3% 100 2.4% 3.7% 65 2.6% 4.6% 56 2.8% 4.1 % 68 6.3% 4.9% 128 Buy Ditl Braod 22.4% 21.5% 100 21.0% 22.7% 92 23.4% 20.6% 114 23.2% 21.0% 111 22.1 % 21.9% _ 101 Quit Smokin - DURATION - >5 Y.ars 71.2% . 68.6% 104 71.6% 66.8% 107 70.3% 70.3% 100 71.9% 70.5% 102 71.0% 71.1% 100 2-5 Ywrs 10.8% 11.2% 97 11.8% 11.9% 99 11.5% 10.7% 107 10.6% 10.8% 98 10.0% 10.5% 95 1-2 Y.ars 10.2% 11.3% 90 9.6% 12.1 % 80 10.7% 10.6% 101 9.8% 10.4% 94 10.5% 10.2% 103 <1 Y.ar 7.8% 9.9% 87 7.0% 9.3% 75 7.5% 8.4% 89 7.7% 8.3% 93 8.5% 8.2% 103 OUY KNiD Padc .21.2% 2$.6% 80 23.3% 28.3% 82 22.7% 28.7% 79 21.8% 28.0% 78 18.4% 27.7% 66 Carton 45.2% 40.6% 111 39.6% 36.8% 108 42.2% 39.0% 108 44.8% 39.0% 115 51.3% 40.8% 126 Both 33.6% 32.8% 103 37.2% 34.9% 106 35.1 % 32.4% 109 33.4% 33.0% 101 30.3% 31.5% 96 B/iAND N/FORMATION fRAND Mar/boro 39.3% 29.7% 132 80.5% 35.4% 171 34.1% 35.9% 95 32.0% 42.0% 76 29.5% 37.3% 79 8 i H 9.7% 11.3% 86 5.9% 8.1 % 73 11.5% 15.0% 76 8.8% 6.0% 146 12.0% 8.5% 141 VA SNma/Sup.r 6.8% 6.2% 11Q 5.0% 7.5% 67 7.7% 5.7% 137 7.0% 5.0% 141 7.5% 47% 160 PasMrnant 1.5% 1.5% 98 1.3% 1.5% 82 2.0% 1.6% 119 1.3% 1.3% 103 1-5% 1.4% 110 M.rit!lNhaAA.rk 4.7% 4.8% 97 5.1% 5.9% 86 4.4% 2.7% 161 5.5% 3.9% 140 4.2% 4.0% 105 Alpi» 0.6% 0.4% 137 0.6% 0.5% 122 0.7% 0.3% 210 0.5% 0.4% 122 0.5% 0 4% 132 CamMidps 1.3% 1.2% 111 1.1% 1.4% 79 1.4% 0.8% 167 1.1% 1.0% 113 1.5% 1.0% 154 Basia 0.3% 0.2% 191 0.5% 0.2% 277 0.3% 0.2% 145 0.3% 0.3% 97 0.2% 0.3% 86 Winston 5.3% 6.1 % 87 3.1 % 5.1 % 61 6.1 % 5.3% 114 6.6% 5.5% 121 5.9% 5.8% 102 Cam./ 3.2% 4.4% 73 2.5% 3.9% 64 3.5% 3.5% 101 4.5% 3.9% . 115 3.0% 3 8% _ 79 Varttay. 1.0% 1.0% 95 0.4% 0.8% 53 0.8% 0.9% 89 1.1 % 0.9% 122 1.4% 1.2% 113 Kool 2.9% 3.8% 76 1.6% 3.3% 50 3.6% 3.0% 117 3.3% 3.9% 85 3.2% 4.0% 82 N.wp-t 2.3% 3.3% 69 1.6% 3.5% 45 3.4% 2.8% 122 2.5% 3.5% 73 2.2% 3.4% 64 Sal.m 4.3% 6.5% 67 2.2% 5.7% 38 4.5% 5.9% 76 5.1 % 5.5% 93 5.5% 5.6% 97 C.mp. FM 11.4% 13.1 % 87 5.2% 10.4% 50 10.4% 11.3% 92 13.7% 12.0% 115 15.4% 13.4% 115 Comp.Oisc. 4.4% 5.3% 83 2.6% 5.6% 47 4.5% 4.0% 112 5.3% 4.1% 130 5.2% 4.1% 126 Comp. DD 1.1% 1.2% 92 0.9% 1.3% 74 1.2% 0.9% 134 _ 1.3% _ 1.0% 128 1.2% 1.0% 117 IC9298Ib,02 Page 2

Hispanic Analysis TOTAL NON-HISPANIC RESPONDER SEGMENT TOTAL - -- RES. NON-RES. INDEX 1993 RES. NON-RES. INDEX 1992 -- - RES. NON-RES. -- M/DEX 1991 - RES. --- NON-RES. INDEX - 1990 - - RES. NON-RES. INDEX OEOORAPHIC DATA REGION _ REGION 1 - REGION 2 26.5% 6.8% 25.2% 7.3% 105 93 27.0% 6.9% 26.1 % 6.9% 103 99 -27 8% - 7.2% 23.8% 10.1 % 117 72 27.8% 7.4% 25.1 % - - 7.3% 111 - 101 25 2% - - 6.5% 26.0% 7.6% 97 85 REGION 3 REGION4 17.5% 13.6% 18.0% 12.2% 97 112 18.5% 12.8% 19.6% 12.3% 95 104 _ 20 3% 15.7% 17.9% 11.1% 113 141 19.6% 13.9% 19.0% 11.9% 103 117 14 9% 13.2% 18.6% 11.7% 80 113 REGION 5 35.5% 37.4% 95 34.9% 35.1 % 99 29.1 % 37.1 % 78 31.3% 36.7% 85 4Q2% 36.1% 111 TR ADE AREA - _ _ BANOOR 0.0% 69 0.0% 0.0% 83 0.0% 0.0% 0 0.0% 0.0% 75 0 0% 0.0% 240 BOSTON 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% HARTFORD 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% RHODE ISLAND 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% O.0% 0.0% _ ALBANY 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ SYRACUSE BUFFALO NEW YORK 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% _ PHILADELPHIA 17.7% 16.8% 105 18.3% 17.8% 103 17.9% 16.9% 106 17.7% 17.5% 101 17.2% 18.2% 94 HARRISBURG 8.8% 8.3% 106 8.7% 8.3% 105 9.8% 6.9% 142 10.1% 7.5% 134 8.0% 7.8% _ 103 BALTN+/ORE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% WASHNiOTON 0.0% 0.0% 0.0% O.O% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% RICHIAOND 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% RALEKiH/DURH 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% CHARLOTTE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ COLUMBIA 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% GREENVILLE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% KNOXVILLE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% NASHVILLE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0-0% 0.0% ATLANTA 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% B91MiMIGHAM 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 00% 0.0% SAVANNAH 0.0% 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0 0% 0.0% JACKSONVILLE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% O O% PENSACOLA 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%_ 0.0% 0.0% 0.0% ORlAN00 0.0% 0.0% 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% TAMPA O.0% 0.0% 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% MIAMI ST. LOUIS 0.0% 68% 0.0% 7.3% 93 0.0% 6.9% 0.0% 6.9% 99 0.0% 7.2% 0.0% 10.1 % 72 0.0% 7.4% 0.0% 7.3% 101 0 0% 6.5% 0.0% 7.6% 85 SPRMU3FIELD 0.0% 0.0% O.O% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ PADL/CAH NIEMPHI$ 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0-0% QO% 0.0% JACKSON 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% 0 0% LITTLE ROCK 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% NEW ORLEANS LAKE CHARLES 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%_ _ DES MOINES 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% OMAHA 0.0% 0.0% 0.0% 0.0% 0.0% 0_O% 0.0% 0.0% OA% Q 0% ZL8E881tr02 Page 3

Hispanic Analysis TOTAL NON-HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX KANSAS CITY 0.0% 0.0% 0.0% 0.0% O.0% 0.0% 0.0% 00% 0 0% 0.0% TUISA _ 0.0% 0.0% 0.0% 00% 0.0% 0.0% 0.0% 00% 0 0% 0.0% OKLAHOMA CIT 0.0% 0.0% 0.0% 0.0% _QO% 0.0% 0.0% 0.0% 0 0% 0.0% DALLAS/FT. W 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% MIDLAND 0.0% 0.0% 0.0% O 0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% ALBUQUERQUE 0.0% 0.0% 90 0.0% 0.0% 97 O.O% 0.0% 82 0.0% 0.0% 101 0.0% 0.0 56 OUSTON H 3.7% 3.9% 97 4.4% 4.3% 102 4.2% 4.0% 105 4.5% 4.1 % 110 2.9% 4.3% 67 _ _ WACO/TEMPLE 6.6% 6.7% 99 6.8% 7.2% 95 7.7% 6.6% 117 7.3% 6.9% 104 5.9% 6.6% _ 89 SAN ANTONIO 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 00% PITTSBUROH 7.1% 7.4% 95 7.3% 8.1% 90 8.3% 7.3% 114 7.8% 7.9% 98 6.2% 7.6% 81 CLEVELAND 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% COLUMBUS O.O% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% CINCINNATI 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 00% 0,0% SAGINAW 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% DETROIT 0.0% 0.0% 0.0% O.O% 0.0% 0.0% 0.0% 0.0% 0.0% O.0% _ GRAND RAPIDS 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% O.0% TOLEDO 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 00% 0.0% INDIANAPOLIS 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% LOUlSVILLE LEXN(iTON 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% OA% 0.0% _- CHK:AOO 0.0% 0.0% O.0% 0.0% 0.0% 0.0%. 0.0% 0.0% 0.0% 0.0% PEORIA 13.6% 12.2% 112 12.8% 12.3% 104 15.7% 11.1 % 141 13.9% 11.9% 117 13.2% 11.7% 113 GREEN BAY 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0,0% _ MNiNEAPOLIS 0.0% 0.0% 6.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ SIOUX FALLS 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% 00% _ MILWAUKEE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 00% ALASKA O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% SPOKANE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% SEATTLE O.0% 0.0% 0.0% 0.0'IL 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% PORTLAND 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% O.0% DENVER 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% SALTLAKE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% 0.0% 0.0% 0 0% PHOENIX O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% SACRAMENTO 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0 0% SAN FRANCISC 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ FRESNO 8.8% 8.8% 99 8.2% 8.6% 95 6.6% 9.1 % 72 7.3% 9.0% 81 10.5% 8.6% 122 HAWAB 0.0% 0.0% O.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% LOS ANGELES 0.0% 6.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% _ SAN DIEOO 26.8% 28.5% 94 26.7% 26.5% 101 22.5% 28.0% 80 24.0% 27.7% 86 29.6% 27.5% 108 COIR/TY COUNTY A 79.9% 79.6% 100 79.0% 78.6% 101 77.5% 80.6% 96 77.4% 79.3% 98 82.2% 79.3% 104 COUNTYB 13.1% 13.4% 98 135% 14.1% 96 14.5% 13.0% 112 14.4% 13.8% 105 11.9% 13.7% 87 COUNTY C 4.4% 4.2% 103 4.7% 4.3% 109 4.8% 3.9% 125 5.0% 4.1% 122 3.7% 4.3% 86 COUN7Y D 2.6% 2.7% ' 97 2.7% 3.0% 93- 3.1% 2.6% 122 3.1% 2.8% 112 2.2% 2.7% _ 79 CLUSTER 0 0.0 % O.0% 312 0.0% 0.0% 449 0.0% 0.0% 195 Q O% 143 0 0% 0.0% 70 Page 4 £L8£89IVOZ

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Hispan.iF Analxsis. TOTAL NON-HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 RES. NON-RES. INDEX RES. NON-RES. NIDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. INDEX 49 0.2% 0.2% 81 0.1% 0.2% 46 0.3% 0.2% 124 0.2% 0.2% 70 0.2% 0.2% 93 50 1.4% 1.5% 94 1.5% 1.7% 89 1.6% 1.6% 98 1.5% 1.7% 91 1.3% 1.6% 79 51 0.2% 0.2% 102 0.2% 0.2% 100 0.3% 0.2% 131 0.3% 0.2% 122 0.2% 0.2% 96 52 0.4% 0.3% 113 0.3% 0.4% 97 0.4% 0.3% 131 0.4% 0.3% 119 0.4% 0.3% 112 53 0.6% 0.7% 93 0.7% 0.8% 88 0.8% 0.7% 127 0.7% 0.7% 92 0.5% 0.7% 70 54 0.2% 0.2% 92 0.2% 0.2% 73 0.3% 0.2% 136 0.2% 0.2% 85 0.2% 0.2% 90 55 3.0% 2.9% 101 2.9% 3.4% 87 3.1 % 3.6% 86 2.2% 3.7% 60 3.2% 3 5% 93 56 0.1% 0.1% 98 0.2% 0.2% 94 0.2% 0.1% 128 0.2% 0.2% 101 0.1% 0.2% 66 57 0.7% 0.8% 82 0.5% 0.9% 49 1.0% 0.9% 115 0.6% 0 9.% 61 0.7% 0.9% 80 58 0.1% 0.1% 85 0.1% 0.1% 79 0.1% 0.1% 85 0.1% 0.1% 80 0.1% 01% 85 59 0.0% 0.0% 84 0.0% 0.0% 68 0.0% 0.0% 81 0.0% 0.0% 79 0.0% 0.0% 81 60 0.3% 0.2% 107 0.2% 0.3% 77 0.2% 0.3% 70 0.2% 0.3% 79 0_3% 0.3% 117 61 1.4% 1.7% 86 1.3% 13% 76 L.5% 1.7% 85 1.7% 1.7% 98 1.4% 1.6% 88 Page 6 SL8C88Iti0Z

Hispanic Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 .1992 1991 1990 RES NON RES lJOEX RES - - - -- . . - . - NON-RES. INDEX RES. NON-RES. WDEX NON-RES. INDEX RES. NON-RES. INDEX TOTAL 40667 20205 36881 5358 1602 795 803 946 1380 684 ~ DEMOORAPHfC DATA - OENDER MaM 67.2% 79.2% 86 68.2% 82.7% 109 59.6% 44.0% 135 57.8% 57.2% 101 55.8% 549% 102 F.maM 32.8% 20.8% 158 31.8% 37.3% 85 40.4% 56.0% 72 42-2% 42.8% 99 44.2% 45.1% 98 AGE 21-24 14.4% 25.7% 58 15.2% 11.9% 127 8.5% 7.2% 118 6.2% 4.6% 137 4.3% 2-1 % 206 25-34 35-44 39.4% 26.0% 40.6% 23.3% 97 112 40.2% 26.4% 46.0% 24.8% 87 102 36.4% 30.1% 30.8% 34.2% 118 88 32.2% 33.0% 29.5% 36.4% 109 91 25.6% 34.1% 22-7% 38.5% 113 - 89 45-54 10.7% 6.4% 167 9.9% 10.2% 97 15.6% 18-0% 87 16.6% 17.6% 94 22.6% 24.4% 93 55-64 3.5% 2.2% 161 3.2% 3.4% 95 4.7% 6.2% 76 5.1% 6.7% 76 7.7% 75% _ 103 66+ 6.0% 2.0% 308 6.1% 3.7% 166 4.6% 3.7% 126 6.9% 5.2% 132 5.7% 4.9% 118 AUpENCE YAMS 37.0% 56J% 67 38.7% 3B.8% 106 26.4% 15.2% 174 22.3% 18.7% 119 16.1% 12.7% 126 YAFS 17.0% 10.5% 162 17-1% 21.4% 80 16.8% 22.6% 82 16.1% 15.2% /06 13.7% _ 11.8% 116 35 + Mals 30.1% 23.6% 128 29.5% 26.1% 113 33.2% 28.7% 116 35.5% 38-5% 92 39.8% 42-2% _ 94 35 + Fsmals 15.8% 10.2% 155 14.7% 16.0% 92 21.9% 33.5% 65 26.1% 27.6% 95 30.5% 33.3% _ 92 PRODUCT DATA - LEpOTN <85's 0.3% 0.7% 46 0.3% 1.2% 28 0-O% 0.0% 0.0% 0.0% 0.2% 0.0% R.piAar/Kkp. 90.5% 88.1% 103 92.1% 76.0% 121 75.3% 53.2% 142 73.9'% 74.0% 100 66.5% 63.4% 105 100's 9.1 % 11.2% 82 7.5% 22.7% 33 24.3% 46.8% 52 26.1 % 26.0% 101 33.3% 36 6% 91 Xtra-Lonpl120's 0.1 % 0.0'% 266 0.196 0.1 % 61 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% FLAVOR Non-M.rrthol 91.1 % 90.9% 100 92.3% 81.9% 113 87.5% 62.2% 141 80.4% 67.9% 118 71.4% 59.2% 120 M.nR1wl 8.9% 9.1 % 98 7.7% 18.1 % 43 12.6% 37.8% 33 19.6% 32.1 % 61 28.6% 40.8% 70 TAR LEVEL FuM 76.5% 75.4% 102 78.1% 61.2% 127 64.8% 52.6% 123 60.5% 54.1% 112 53.5% 54.5% 98 Madium 2.2% 20% 108 1.9% 3.6% 53 3.2% 146 3.9% 6.6% 59 _ 7.5% 6 7% 111 Liyht/Low/11AIfd 20.4% 21.4% 95 19.5% 32.3% 60 26.6% 36.5% 73 32.0% 36.3% 88 32-7% . 35.4% 92 Dkra Lights 0.6% 0.7% 80 0.4% 1.8% 21 2.7% 6.0% 44 2.3% 0.9% 254 3.7% 2-2% 166 Lowst 0.3% 0.5% 70 02% 1.2% 17 1.2% 73 1.3% 2.1 % 62 2.6% _ 1 1% 229 9L8C88IbOZ Page 1 ~'

Hispanic Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL _ 1993 1992 1991 1990 flES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON RES. _ NDEX RES. NON RES. INDEX flES. NON-RES. _ INDEX SMOKINU/PIMCHASE 6EHAVIOR COUPON USAGE O Tim.. 53.7% 55.9% 96 57.1 % 58 3% 98 46 4% 53.8% 86 48.6% 52.1 % 93 56-6% 61.9% 109 1-2 Tfm.s 21.7% 21.4% 01 22.2% 21.6% 103 26.6% 20.9% 127 22.5% 21.7% 104 16.6% 22.0% 75 3-6 Tinw. 16.0% 14.0% 115 13.1 % _12 4% 106 16.7% 15.0% 111 19.8% 15.6% 127 18.3% 18.8% 109 7+ Tkna 8.5% 8.7% 99 7.6% 7.8% 98 10.3% 10.2% _ 101 9.0% 10.6% 85 8.5% 9.2% 92 LOYALTY Go E/s.wh.r. 60.6% 59.9% 101 60.6% 59.2% 102 60.0% 65.1 % 92 59.2% 58.3% 102 623% 64.1 % 97 Buy Anoth.r Typ. 21.0% 19.9% 106 22.0% 21.0% 105 20.3% 17.1 % 119 19-0% 18.5% 103 20.9% 17.8% 117 Wait For Restock 2.4% 1.5% 163 2.3% 1.5% 156 1.7% 0.5% 350 1.8% 1.9% 98 ' 3.5% 1.9% 178 Buy Dift Brand 16.0% 18.7% 85 15.1 % 18.3% 82 18.0% 17.3% 104 20.0% 21.4% 94 13.4% 16.2% 83 Ouit Serokkp - DURATION >5 Y.ars 74.0% 68.4% 108 7$.5% 69.4% 106 74.4% 68.6% 108 75.2% 66-0% 114 74.3% 59.7% 125 2-5 Y.ar. 9.7% 12.9% 75 12.5% 13.2% 94 10.4% 16.1 % 65 3.5% 9.7% 36 3.4% 12.9% 26 1-2 Y.ar. 8.7% 12.5% 69 7.2% 11. % 62 8.5% 10.2% 84 10.6% 16.7% 64 12-8% 24.2% 53 <1 Y.ar 7.7% 6.2% 125 6.9% 5.8% 119 6.6% 5.1% 130 10.6% 7.6% 139 9.5% 3.2% 294 WY KIND Padc 50.1 % 50.3% 100 51.2% 44.3% 116 40.5% 49.7% 82 38.1 % 42.1 % 90 33.4% 36.7% 91 Csrtoo 20.0% .2% 99 19.4% ~1-0% 93 21.7% 22.0% 98 26.7% 28.8% 93 33.2% 37.2% 89 Both 29.9% 9.6% 101 29.3% .7% 85 37.8% 28.3% 134 35.3% 29.1% 121 33.4% 261% 128 BRAND M/FORMATtON BRAND Marlboro 81.1% 90.4% 101 83.1% 65.5% 127 71.2% 35.6% 200 58.2% 57.0% 102 56.9% 46.1% 124 B L H 6.4% 4.5% 143 6.9% 7.1 % 84 9.1 % 26.1 % 36 10.6% 8.6% 124 12.8% 12.8% 100 VA SNrm/Sup.rs ! 1.1%. 1.5% 71 0.8% 2.8% 27 2.6% 5.5% 48 4.9% 2.6% 196 4.4% 6.1% 73 Parlkn.nt 0.1% 0.3% 53 0.1% 0.4% 27 0.4% 0.3% 151 0.5% 0.5% 95 0.8% 1.3% 59 AA.rWUkra Nl.ril 0.4% 0.6% 58 0.3% 1.5% 19 1.0% 1.1 % 84 1.8% 1.0% 184 1.2% 1.1 % 111 Alpin. 0.1% 0.1% 62 0.0% 0.2% 17 0.2% 0.0% 0.4% 0.4% 89 0.4% 0.4% _ 104 CamMWQ. 0. % 0.3% 61 0.1% 1.0% 11 0.3% 0.6% 40 0.6% 0.7% 98 1-5% 1.3% 119 Batlc 0.1 % 0.1 % 184 0.1 % 0.1 % 59 0.5% 0.3% 202 0.8% 0.1 % 709 0.2% 0.0% Winston 2.8% 2.6% 108 2.6% 5.4% 48 4.9% 6.1 % 80 5.8% 5.3% 111 4.3% 4.6% 93 Cam.l 1.3% . 2.2% 57 1.3% 2.9% 46 0.7% 1.4% 50 1.3% 1.1 % 118 0.9% 1.8% 50 Vantap. 0.1 % 0.1 % 87 0.0% 0.2% 30 0.1 % 0.1 % 101 0.5% 0.2% 236 0.3% 0.0% Kool 1.3% 1.2% 110 1.2% 1.8% 67 1.7% 3.7% 47 2.3% 5.2% 45 2.8% 5.7% 50 N.wport 0.7% 0.5% 132 0.7% 1.3% 51 0.7% 1.0% 69 1.2% 0.8% _ 152 0.3% 0.4% 83 Sal.m 1.7% 1.7% 101 1.6% 2.8% 57 1.3% 7.3% 18 3.5% 5.9% 59 4.9% 6.6% 75 Comp. FM . .1.3% 1.7% '78 1.1% 3.1% 36 2.6% 5.5% 47 3.0% 5.2% _58 4.2% 5.5% 76 Comp. Di.c. 1.1% 1.8% 59 0.9% 3.5% 25 2.0% 5.0% 40 3.2% 50% 64 3.3% 5.9% 57 Comp. DO 0.3% 0.4% 81 0.2% 0.6% 37 0.7% 0.4% .1 86 1.3% 0.5% 236 0.7% 0.6% 124 Page 2 LL8688ItrOZ

Hispant_ ..nalysis SPANISH SPEAKING HISPA,..C RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 RES. NON RES. I/DEX RES. NONRES. INDEX RES. NON-RES. INDEX _ RES. NON-RES. INDEX RES NON-RES. INDEX GEOGRAPHIC DATA REGION REGION 1 11,6% 7.9% 147 11.7% 12.4% 94 _13.6% 4.3% 316 8.2% 8.7% 95 _ 9 7% 8.2% 118 REOION 2 12.9% 9.5% 138 12.7% 13.6% 94 - 17.2% 14.0% 123 - 15.1 % _ 8.2% 185 10 1% 7.5% 134 ---- REGION 3 38.7% 26.9% 144 37.4% 41.4% 90 42.8% 68.7% 62 --- -- 56 1% 60.7% - 93 - - 58_3% 63.6% 92 EGION 4 R 4.2% 4.3% 98 3.9% 5.8% 67 6.6% 5.2% 128 7 9% 6.5% _ 121 7.5% 7.0% 106 _ REGION 5 32,7% 61.4% 84 34.4% 26.9% 128 19.8% 7.8% 253 _ 12.7% 16.0% 79 14.4% 13.6% 106 TRADE AREA BANGOR 0.2% 0.2% 123 0.2% 0.2% 134 0.1% 0.1% 50 0.1% 0.2% 58 0.1% 0.2% 42 BOSTON 0.0% 0.0% ' 45 0,0% 74 0.1 % 0.3% 50 0.0% 0.4% 0 0.1 % 0.0% HARTFORD 0.7% 0-9% 92 0.7% 1.0% 70 1.3% 0.3% 523 0.6% 0.7% 97 0.6% 0.4% _ 168 RHOOEISLAND 0.2% 0,2% !S 0.1% 0.2% 65 0.1% 0.3% 50 0.4% 0.2% 175 0.1% 0.0% ALBANY 0.2% 0.2% 97 0.1% 0.2% 45 0.8% 0.1% 648 0.4% 0.3% 117 0.3% 0.2% 168 SYRACUSE 0.1% 0.1% 55 0.1% 0.2% 26 0.1% 0.1% 100 0.4% 0.9% 44 0.1% 0.2% 42 BUFFALO 0.1% 0.1% 96 0.0% 0.0% 103 0.1% 0.0% 0.0% 0.2% 0 0.4% 0.2% 210 NEW YORK 0.1 % 0.1 % 75 0.1 % 0.2% 61 0.1 % 0.0% 0.3% 0.3% 78 0.2% 0.4% _ 63 PHILADELPHIA 10.4% 6.0% 174 10.6% 10.1 % 104 10.5% 3.2% 329 6.1 % 5.5% 110 7.3% 6.5% _ 112 HARRISBURO 0.4% 0.6% 70 0.4% 0.6% 59 0.4% 0.1 % 349 0.3% 0.3% 78 0.9% 0.7% _ 126 BALTMRORE 0.0% 0.0% 168 0.0% 0.0% 66 0.1 % 0.0% 0.0% 0.0% 0.0% 0.0% WASHINGTON 0.1% 0.1% 120 0.1% 0.1% 83 0.1% 0.0% 0.1% 0.1% 117 0.1% 0.0% RKHMOND 0.1 % 0.1 % 118 0.1 % 0.1 % 124 0.1 % 0.1 % 50 0.1 % 0.1 % 117 0.2% _0.0% RALEKiHlDURHAM 0.4% 0.4% 116 0.3% 0.7% 53 1.2% 0.5% 237 1.5% 0.4% 350 0.7% 0.2% 377 CHARLOTTE 0.2% 0.1% 151 0.2% 0.1% 243 0.2% 0.0% 0.0% 0.0% 0.0% 0.0% COLUMBIA 0.2% 0.2% 99 0.2% 0.3% 63 0.6% 0.1% 449 0.4% 0.3% 117 0.4% 0.5% 70 GREENVILLE 0.1 % 0.1 % 97 0.1 % 0.1 % 96 0.1 % 0.0% 0.0% 0.0% 0.0% 0-0% KNOXVILLE 0.1 % 0.1 % 201 O.1 % 0.1 % 128 0.3% 0.0% 0.5% 0.4% 117 0.4% 0.0% NASHVILLE 0.1% 0.1% 62 0.1% 0.2% 38 0.2% 0.0% 0.0% 0.2% 0 0.1% 0.4% 21 ATLANTA 0.1 % 0.1 % 76 0.1 % 0.1 % 77 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Bl<iMINOHAM 0.4% 0.4% 87 0.4% 0.3% 119 0.4% 0.0% 0.3% 0.1 % 233 0.2% 0.5% 42 SAVANNAH 0.1% 0.1% 89 0.1% 0.2% 64 0.1% 0.0% 0.1% 0.1% 117 0.2% 0.5% 42 JACKSONVILLE 0.0% 0.0% 82 0.0% 0.0% 88 0.0% 0.0% 0.1 % 0.0% 0.0% 0.0% PENSACOLA 0.2% 0.2% 93 0.1 % 0.3% 43 0.4% 0.3% 174 0.5% 0.3% 155 0.3% 0.0% ORLANDO 0.1% 0.1% 101 0.1% 0.2% 48 0.3% 0.3% 125 0.0% 0.0% 0.1% 0.2% 42 TAMPA 1.2% 0.8% 155 1.2% 1.1 % 111 1.2% 0.0% 0.6% 0.4% 146 0.5% 0 0% MIAMI 0.6% 0.5% 120 0.5% 0.8% 71 1.7% 1.4% 118 1-5% 0.3% 466 0.5% 0.7% _73 ST. LOUIS 9.5% 6.4% 148 9.5% 9.5% 101 10.7% 11.5% 93 9.5% 5.4% 175 6.6% 47 % 140 SPRINGFIELD 0.1 % 0.1 % 42 0.0% 0.2% 22 0.1 % 0.1 % 100 0.1 % 0.3% 39 O_4% 1.2% 36 PADUCAH 0.0% 0.0% 50 0.0% 0.0% 44 0.0% 0.0% 0.0% 0.2% 0 0.1% 0.0% MEIMPHIS 0.0% 0.0% 76 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% JACKSON O.0% 0.0% 189 0.0% 0.1 % 64 0.1 % 0.0% 0.0% 0.0% 0.0% 0.0% LITTLE ROCK 0.0% 0.1 % 53 0.0% 0.2% 26 0.1 % 0.4% 33 0.1 % 0.1 % 117 0.0% 0.0% NEW ORLEANS 0.1 % 0.0% 134 0.1 % 0.0% 324 0.1 % 0.0% 0.0% 0.2% 0 0.1 % 0.2% _ 42 IAKE CHARLES 0.4% 0.4% 111 0.4% 0.6% 62_ 0.6% 0.6% 90 0.6% 1.0% 65 0.9% 0.9% 101 DES MOINES 0.0% 0.1 % 34 0.0% 0.1 % ' 21 0.0% 0.5% 0 0.1 % 0.1 % 117 0.0% 0.0% OMAHA 0.1% 0.1% 88 0.1% 0.1% 69_ 0.3% 0.1% 249 0.0% 0.2% 0 0.1% 0.5% 28 KANSAS CITY 0.4% 0.4% 83 0.3% 0.5% 64 0.6% 0.1 % 498 0.8% 1.0% 78 1.3% 1.6% 84 8LK88Ib02 Page 3

Hispanic Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1gyp RES. NON-RES. MIDEX RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-flES. MVDEX RES. NON-RES. INDE X TULSA 0.1 % 0.1 % 70 0.1 % 0-1 % 70 0.0% 0.1 % 0 0.1 % 0.2 % 58 0.1 % 0 2% 42 OKLAHOMA CITY 0.1 % 0.2% 64 0.1 % 0.2% 57 0.1 % 0.1 % 50 0.4% 0.3% _ 117 0.3% - 1 1 % 28 DALLAS/FT. WORT 0.3% 0.3% 92 0.3% 0.5% 54 0.5% 0.8% 66 0.1% 0.5% 23 04% . 0.0% MIDLAND 6.2% 5.1% 122 6.6% 7.3% 77 10.2% 19.3% _ 53 12.5% 135% 93 _ 13.6% 15 1% 90 ALBUQUERQUE 0.1 % 0.1 % 226 0.1 % 0.2% 81 0.2% 0.0% 04% 0.2% 175 0 6% . 0 2% 335 HOUSTON 1.1 % 0.6% 180 1.1 % 1.1 % 102 0.8% 1.3% 65 1.1 % 1.1 % 105 0 9% . 0.4% , 252 WACO/TEMPLE 9.0% 5.2% 172 Y.2% 7.5% 123 7.8% 9.5% _ 82 6.7% _ 8.6% 78 7.3% 6.7% 109 SAN ANTONIO 0.8% 0.6% 133 0.8% 1.1 % 74 0.3% 0.4% 66 1.0% 0.8% _ 133 0.1% 0.2% 42 PiTTSBURGH 21.2% 14.0% 151 20.5% 22.8% 90 21.8% 36.3% 60 32.8% 33.8% 97 33 2% 37 1 % 89 CLEVELAND 0.1% 0.1% 88 0.1% 0.2% 46 0.3% 0.0% 0.1% 0.2% 58 0 7% . 1 2% 60 COLUMBUS 0.2% 0.2% 112 0.2% 0.2% 86 0.4% 0.4% 116 1 0% 0.5% 187 . _0.1 % . 0.0% CINCINNATI 0.1% 0.2% 63 0.1% 0.2% 25 0.3% 0.3% 125 0.6% 0.4% 146 0.1% 02% 84 SAOINAW 0.2% 0.2% 97 0.2% 0.4% 50 0.4% 0.6% 60 1.5% O.2% 699 0.4% 0.7% 52 DETROIT 0.0% 0.0% 227 0.0% 0.0% 132 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% GRAND RAPIDS 0.2% 0.2% 76 0.2% 0.2% 79 0.1 % 0.6% 20 0 4% 0.5% 70 0.4% 0.5% 70 TOLEDO 0.2% 0.3% 73 0.1% 0.3% 43 0.4% 0.3% 150 0.4% 0.4% 87 0.8% 0.2% 461 R/DIANAPOLIS 0.1% 0.1% 96 0.1% 0.2% 61 0.2% 0.4% 50 0.0% 0.0% 0.4% 02% 252 LOUISVILLE 0.2% 0.2% 86 0.2% 0.2% 85 0.1 % 0.5% 25 0.4% 0.3% 117 0.1 % 0.0% LEXINGTON 0.0% 0.0% 168 0.0% 0.0% 0.1% 0.0% 0.0% 0.0% _0.0% CHICAGO 0.1 % 0.1 % 81 0.1 % 0.0% 140 O.0% 0.0% O.O% 0.3% 0 0.1 % 0.4% 42 PEORIA 2.3% 2.0% 116 1.3% 2.B% 82 3.2% 1.4% 231 0.8% 1.7% 44 1 6% 0 9% ZOl GREEN BAY 0.1% 0.1% 74 0.1% 0.2% 74 O.0% 0.0% 0-O% 0.3% 0 0.1% 0.5% 14 MINNEAPOLIS 0.1% 0.1% 101 O.0% 0.1% 27 0.3% 0.8% 0.3% 233 0.5% 147 SIOUX FALLS 0.4% 0.4% 98 0.3% 0.6% 47 0.6% 0-5% 125 1.9% 0.9% 219 1.5% 1.2% 120 MILWAUKEE 0.0% 0.0% 101 0.0% 0.0% 59 0.0% OA% 0.0% 0.0% 0A% 0_0% ALASKA 0.1% 0.2% 58 0.1% 0.2% 37 0.3% 0.3% 125 0.1% 0.3% 39 0.5% 0.9% 59 SPOKANE 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% O.0% SEATTLE 0.4% 0.2% 165 0.4% 0.2% 221 0.2% 0.1'1L 150 0.9% 0.2% 408 0.1 % 0.4% 21 PORTLAND 0.3% 0.3% 106 0.4% 0.2% 174 0.1 % 0.0% O.0% O.O% 0.0% O.0% DENVER 0.5% 0.5% 91 0.6% 0.2% 207 0.3% 0.0% 0.0% O.O% 0.1 % 0.0% SALTLAKE 0.5% 0.5% 119 0.5% 0.5% 117 0.5% 0.3% 199 0.3% 0.2% 117 0.7% 04% 189 PHOENIX 0.6% 0.5% 137 0.7% 0.4% 156 0.4% 0.0% 0.1% O.1% 117 0./% 02% 84 SACRAMENTO 1.2% 2.6% 46 1.2% 1.2% 98 0.6% 0.3% 249 0.8% 0.3% 233 0 6% 0.0% _ SANFRANCiSCO 1.0% 1.0% 97 L.1% 0.7% 148 0-5% 0.0% 0.4% 1.4% 27 0.5% 0.0% FRESNO 4.1% 5.4% 76 4.4% 3.1% 144 1.7% 1.1% 144 0.9% 2.3% 39 1.1% 1.8% 63 HAWAII 2.6% 2.9% 88 2.8% 1.5% 187 0.7% 0.3% 274 0.1 % 1.3% 10 0.7% 0.5% 126 LOS ANGELES 0.0% 0.0% 109 0.0% 0.0% 81 0.1 % 0.0% 0.0% 0.0% 0.0% 0.0% SAN DIEGO 18.7% 36.2% 52 19.6% 16.7% 117 13.2% 4.5% 295 7.8% 7.9% 99 9.1 % 8.1 % 113 _CO_UNTY -- COUNTYA 63.0% 89.3% 91 63.7% 61.0% 105 61.0% 53.6% 114 50.1% 48.4% 103 52.4% 50.3% 104 COLM/TY B 31.2% 25.3% 123 30.6'li 32.9% 93 32.2% 41.7% 77 41.4% 44.6% 93 40.8% 44.1 % 92 COUNTY C 4.0% 3.9% 101 3.9% 4.0% 95 4.7% 2.5% 186 6.4% 5.0% 127 4.2% 4.1 % 103 COUNTYO 1.9% 1.6% 119 1.8% 2.0% 90 2.0% 2.2% 93 2.1% 2.0% 105 2.6% 15% 165 CLUSTER 0 0.0% 0.0% 0.0% 0.0% _ 0.1 % 0.0% 0.0% 00% 0.1 % 0 0% 1 0.1% 0.1% 95 0.1% 0.1% 131 0.3% _ 0.6% 40 0.4% 02% 177 0.4% . 07% 53 Page 4 6L8C88Tti0Z ~

Hispanic Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 -- 1992 -- 1991 1990 -- RES. NON-RES. INDEX RES. NON-RES. INDEX RES. NON-RES. - INDEX - RES. --- - NON-RES. ---- INDEX - -- RES. - -- - NON flES. - - - lNDEX 2 0.2% 0.2% 121 0.2% 0.2% 129 0.4% 0.9% 43 0.9% 1-2% 75 1.9% 69 3 0.6% 0.8% 70 0.6% 0.7% 79 _0.8% 0.9% 93 1.3% 0.4% 295 1 2% 1.6% 79 4 0.7% 0.8% 87 0.6% - 0.7% - 94 --- 1.1% - 1.6% - 69 _ 2.3% 2.1% 106 1.6% 3.1% 51 5 0.7% 0.8% 85 0.6% 0.9% 64 _ 0.3% 0.0% --- 0.0% - 0.0% - --- 0 1% _- 0.0% --- 6 0.2% 0.2% 148 0.2% 0.2% 145 3.0% 1.9% 156 3 6% 1.8% 201 2 6% 1.2% 216 7 1.9% 1.2% 158 1.8% 1.9% -- 93 - 0.3% 0.3% -- 125 -- - O-1 % -- _ 0.1 % 118 0.2% 0.2% 126 8 0.3% 0.1 % 171 0.3% 0.1 % 273 0.6% 0.6% 100 0.6% 0.7% 84 0-6% 03% 84 9 0.3% 0.3% 128 0.3% 0.4% 73 2.8% _3.7% 77 2.9% 2.2% 129 2.8% 6.5% 51 10 1.9% 1.6% 123 1.8% 2.3% 80 0.3% 0.0% 1 0% 0.7% 135 0 3% 0.9% 34 11 0.6% 0.7% 80 0.6% 0.4% 136 0.9% 1.6% 58 1.5% 1.6% 94 0.9% 2.1 % 46 12 0.7% 0.9% 81 0.7% , 1.1% 63 1.0% 0.4% 266 1.1% 0.4% _ 265 0.5% 0.2% 295 13 0.6% 0.7% 93 0.6% 0.8% 74 1.8% 1.9% 93 1.4% 1.5% 93 1.2% 0.9% 143 14 2.1% 2.5% 85 2.2% 2.2% 97 1.6% 1.0% 162 0.8% 2.0% 37 1.7% 0.7% 242 15 1.9% 1.8% 106 2.0% 1.7% 112 1.1 % 1.0% 112 1.1 % 0.4% 265 1.2% 0.3% _ 337 16 0.7% 0.6% 125 0.7% 0.8% 82 0.8% 1.3% 65 0.8% 0.9% 88 1.9% 2.4% _ 78 17 0.7% 0.6% 122 0.7% . 0.7% 90 2.8% 2.0% 140 2.1 % 1.7% 125 2.9% 2.4% 120 18 3.0% 4.6% 66 3.0% 2.6% 115 0.4% 0.4% 100 0.5% 1.0% 52 _0.7% 1.6% 42 19 0.3% 0.4% 85 0.3% 0.5% 71 0.3% 0.6% 40 0.1% 0.5% 24- 0.1% _ QO% AOIV/01 20 0.3% 0.2% 115 0.3% 0.3% 113 1.2% 2.4% 50 2.1% 1.8% 118 1.7% 2.2% 78 21 0.8% 0.7% 104 0.7% 1.2% 57 2.8% 5.6% 50 4.1 % 5.9% 71 3.1 % 5.4% 57 22 2.0% 2.3% 66 • 1.8% 3.2% 58 4.0% 6.6% 61 4.5% 5.2% 87 7.0% 5.7% 122 23 2.9% 2.774 107 2-7% 3.6% 74 1.1% 0.8% 141 0% 0.6% 157 0.7% _0.7% 105 24 0.8% 0.7% 114 0.8% 0.9% 90 4.0% 4.4% 90 3.0% 3.2% 94 2.5% 1.0% 238 25 3.7% 2.3% 160 3.89f1 3.1% 123 0.6% 0.3% 224 1.4% 0.6% 216 0.6% 1.0% 56 26 0.3% 0.2% 149 0.3% 0.2% 167 3.2% 5.4% 59 4.8% 6.0% 80 5.2% 4-5% 115 27 3.4% 3.4% 100 3.3% 4.4% 76 1.8% 1.6% 107 1.1% 1.8% 62 1.7% 1.2% _ 138 28 0.7% 0.9% 81 0.6% 1.3% 50 0.5% 0.9% 57 1.0% 1.3% 79 1.5% 1.0% 140 29 0.5% 0.694 90 0.5% 0.8% 64 0.4% 1-1% 39 0.5% 0.6% 79 0.2% 1.4% 16 30 0.6% 0.6% . 104 0.6% 0.6% 100 1.4% 1.8% 78 2.3% 1.3% 177 2.4% 1.6% 154 31 2.1% 1.5% 134 2.1 % 2.0% 107 0.0% 0.3% 0 0.0% 0.2% 0 0.1 % 0.0% 32 0.1% 0.1%, 122 0.2 0.2% 103 1.2% 1.6% 73 0.8% 1.5% 51 0.6% 0.3% 168 33 0.6%, 0.7% 8¢ 0.5% 0.7% 83 7.9% 4.4% 179 5.6% 4.6% 123 4.3% 6.0% _86 34 8.7% 11.0% 79 9.0% 8.2% 109 2.0% 1.6% 123 1.5% 2.2% 67 1.2% 1.2% 96 35 1.3% 1.0%, 121 1.2% 1.4% 85 5.9% 1.6% 360 3.1% 2.3% 134 2.9% 1.6% 187 36 5.6% 4.y%. 116. 5.8% 5.1% 112 1.3% 0.8% 166 2.0% 1.7% 118 1.2% 1.4% 89 37 0.9%• 0.0 107 0.8% 0.7% 109 0.3% 0.1% 199 0.9% 0.4% 206 0.2% 0.0% 38 0.2%, 0.2% 97 0.2% 0.2% 87 0.1 % 0.0% 0.0% 0.0% 0.1 % 0.0% 39 0.0% 0.1% 90 0.0% 0.1% 52 0.6% 0.5% 125 1.4% 1.4% 100 1.2% 1.4% 89 40 1;1% 1.1% 99 1.1% 1.2% 93. 0.0% 0.0% 0.0% 0.4% 0 0.0% 0.0% 41 0,0% 0.0% 90 0.0% 0.0% 0.1% 0.3% 50 0.1% 0.1% 118 0.1% 0.0% T 42 0.8% 0.8% 97 0.8% 0.5% 179 0.3% 0-3% 125 0.3% 0.2% 118 0.2% 0.2% 126 43 0.4% 0.4% 98 0.4% 0.4% 94 1.4% 2.0% 69 2.8% 1.0% 288 3.0% 3.5% 86 44 1.3% 0.8% 158 1.2% 1.0% 128 1.9% 4.0% 47 2.1% 2.1% 100 2.4% 3.6% 66- 45 0,7% 0.9% 86 0.6% 1.2% 50 2.0% 2.0% 100 1.4% 1.7% 81 1.7% 2.4% 69 46 1.5% 1.1 % 136 1.5% 1.9% 80 0.9% 1.0% 87 1.4% 1.5% _ 93 1.5% T 8% 55 47 0.8%. 0.7y4 116 0.7% 0.9% 79 12.5% 10.6% 117 9.0% 11.4% 79 11.0% 8.1 % _ 136 4A 14. % 16.6% '93 14.8% 13.7% 108 0.4% Q4% 100 0.3% _ 0.2% 118 0 4% 0.3'16 ~126 49 0.2% 0.1% 147 0.2% 0.2% 97 3.7% 3.8% 96 4.8% 5-3% 90 4.9% 4.5% 110 088688Tti0z Page 5 ~4

Hispanic Analysis SPANISH SPEAKING HISNHNIC RESPONDER SEGMENT TOTAL 1f93 1992 1991 1990 RES. NON-RES. NDEX RES. NON-RES. INDEX RES. NON-RES. MVDEX RES. NON-RES. INDEX RES NON-RES. INDEX 50 5.1% 3.9% 130 5.1% 3.6% 143 0.9% 0.1% 698 03% 1.3% 20 0.7% 05% 126 51 0.4% 0.4% 122 0.4% 0.5% 80 0.5% 0.9% 57 16% 0.7% 219 1.6% 0.9% 185 ~ 52 0.6% 0.6% 113 0.6% 0.8% 75 0.5% 0.5% 100 1.3% 0.4% 295 09% 0.9% 109 53 0.7% 0.5% 145 0.7% 0.8% 92 0.6% 0.1% 449 0.1% 0.5% 24 0.7% 0.0% 54 0.5% 0.5% 112 0.5% 0.6% 87 11.6% 8.2% 142 8.5% 8.8% 97 76% 7.8% 97 55 15.2% 1,6.6% 92 15.8% 14.1% 112 0.1% 0.6% 12 0.3% 0.1% 236 0.1% O.0% 56 0.2% 0.2% 78 0.2% 0.2% 69 0.3% 0.4% 83 0.4% 0.4% 88 0 4% 0.5% 84 57 0.4% 0.3% 141 0.5% 0.5% 97 0.4% 0.8% 50 0.5% 0.2% 236 0.9% 0.5% _ 168 58 0.2% 0.2% 87 0.1% 0.2% 85 0.0% O.0% 0.0% 0.0% 0.0% 0.0% _ 59 0.0% 0.0% 646 0.0% 0.0% 0.1 % 0.0% 0.3% 0.0% 0.1 % 0.0% 60 0.4% 0.3% 131 0.5% 0.3% 151 1.1% 1.6% 66 1.1% 1.3% 88 1.2% 0.7% 168 81 1.7% 1.2% 138 1.8% 1.2% 146 0.0% 0.0% 0.0% 0.0% 0 0% 0.0% Page 6 I88U8ItipZ

Marlboro Hispanic Mailing Analysis ENGLISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 Rasp. Non-Rasp. Wez Resp. Non-Resp. hidex Rasp. Non-Rasp. Index Rasp. Non-Rasp. Index Resp. Non-Ras p. Index TOTAL 502955 21913 265183 239031 158148 116990 161673 109129 200004 30493 DEMOGRAPHIC DATA GENDER _ Msle 53.4% 46.6% 115 59.0% 46J% 126 50.3% 44.1 % 114 48.7% 49.1 % 99 43 6% 48.1 % 91 FemaM 46.6% 53.4% 87 41.0% 53.3% 77 49.7% 55.9% 89 51.3% 50.9% 101 _56-4% 51.9% 109 AGE 21-24 10.0% 0.6% 1810 14.8% 4.6% 332 8.1% 3.2% 251 5.2% 2.0% 261 2.6% 1.0% 267 25-34 34.3% 45.2% 76 37.1 % 34.1 % 109 31.0% 31.6% 98 _30 5% 32.6% 93 28.8% 40.8% _71_ 36-44 24.4% 15.6% 157 25.8% 23.2% 111 26.5% 20.4% 130 26.7% 22.2% 120 23.6% 19.4% 122 45-54 14.8% 21.2% 70 11.6% 18.8% 62 15.8% 19.5% 81 17.5% 19.9% 88 19J% 21.2% 93 55-64 7.9% 10.5% 75 4.8% 10.2% 47 9.0% 12.5% 72 10.2% 12.0% 86 11 8% 10.4% 114 65+ 8.6% 6.9% 124 6.8% 9.1% 64 9.6% 12.9% 74 9.8% 11.3% 87 13.5% 73% 186 Al1D1ENCE YAMS 24.7% 20.2% 122 31.7% 18.0% 176 20.3% 15.3% 133 17.9% 17.0% 106 13.4% 19.1% 70 YAFS 19.4% 24.6% 79 20.1 % 20.1 % 100 18.3% 19.0% 96 17.6% 17.1 % 103 17.6% 21.7% 81 35 + Ma/es 28.7% 26.4% 109 27.2% 28.7% 95 29.9% 28.8% 104 30.8% 32.1% 96 30.2% 29.0% 104 35 + Females 27.3% 28.8% 95 20.9% 33.2% 63 31.4% 36.9% 85 33.7% 33.9% 100 38.8% 30.2% 128 PRODUCT DATA LENGTH <86'e 0.4% 0.4% 89 0.5% 0.2% 286 0.1% 0.1% 55 0.2% 0.2% 110 0.3% 0.3% 84 Reyular/Kkps 59.6% 50.2% 119 69.4% 49.6% 140 57.4% 40.4% 142 52.2% 48.7% 107 44 2% 51.4% _ 86 100'e 38.3% 45.8% 84 29.0% 47.8% 61 40.8% 56.7% 72 45.2% 48.8% 93 52.7% 45.2% 117 Xtra-Lonp/120's 1.7% 3.6% 49 1.1% 2.5% 45 1.8% 2.7% 64 2.4% 2-3% 101 2.8% 3.1% 91 FLAVOR Non-Menthol 72.3% 49.8% 145 82.0% 59.6% 138 68.9% 56.4% 122 66 3% 57.9% 114 63.6% 56.5% 113 M.nthol 27.7% 50.2% 55 18.0% 40.4% 45 31.1 % 43.6% 71 33.7% 42.1 % 80 36.4% 43 5% 84 TAR LEVEL F~ 50.3% 37.6% 134 56.8% 43.6% 130 47.2% 40.7% 116 47.6% 43.7% 109_ 42.8% 422% 101 ilRedw.n 2.8% 0.1 % 3798 4.1 % 1.4% 290_ 4.9% 0.7% 745 1.8% 1.1 % 163_ 1.6% 1.1 % 144 L' yht/Lo~m/M8d 39.5% 52.0% 76 34.5% 44.6% 77 _39.4% 43.2% 91 40.0% 43.4% 9T 44.0% 46-1% 96 Ultra Liqhts 6.0% 8.7% 69 3.9% 8.4% 46 7.1 % 12.1 % 59 8.6% 9.3% 92 9 2% 8.9% 103 Lovwst 1.4% 1.7% 82 0.8% 2.0% 39 1.5% 3.3% 46 2.1% 2.4% 84 2.4% 1 7% 144 Z86EBBZbOZ Page 1 I

Marlboro Hispanic Mailing Analysis ENGLISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 Resp. Non-Resp. kidex Resp. Non-Rasp. Mdex Rasp. Non-Rasp. Index Rasp. Non-Resp. Index Rasp. Non-Ra sp. Index SMOKMHl/PURCHA8E BEHAVIOR COUPON USAGE 0 Times 60.4% 69.0% 88 64.9% 63.5% 88 49.7% 61.3% 81 54.8% 6_9.4% 79 59 9% 61.4% 97 1-2 Tim.s 18.2% 20.1 % 91 20.4% 17.2% 119 22.3% 18.1 % 123 20.3% 14.6% 139 _ 17.4% 21.4% 81 3-6 Tim.s 12.7% 6.6% 192 14.9% 11.2% 133 16.9% 11.9% 142 14.6% 9.5% 153 13.4% 10.4% 129 7+ Tim.s 8.7% 4.3% 201 9.7% 8.1% 120 11.0% 8.7% 127 10.3% 6.5% 160 9.3% 6.8% 138 LOYALTY _ _ Go ElsewMre 58.1 % 55.9% 104 58.1 % 58.2% 100 58.1 % 56.8% 102 56.6% 58.6% 97 56.8% 59.1 % 96 Buy Another Type 21.1 % 18.4% 115 21.8% 20.3% 107 20.7% 21.0% 99 21.3% 19.8% 108 20.6% 19.8% 104 Wait For Restodc 2.8% 5.8% 49 2.1 % 3.7% 55 2.2% 3.9% 56 2.3% 4 4% 52 3.5% 3.1 % 114 Buy Ditt &and 18.0% 19.8% 90 18.0% 17.8% 101 19.0% 18.2% 104_ 19.8% 17.2% 115 19-0% 18.0% 106 Quit Smokiny 0.0% 0.1% 7 0.0% 0.0% 15 0.0% 0.0% 4 0.0% 0.0% 7 0.0% 0.0% 56 DURATNM~ >5 Years 68.9% 53.3% 129 69.0% 68.2% 101 69.2% 67.2% 103 69.9% 68-9% 101 70.7% 64.6% 109 2-5 Years 12.6% 10.4% 121 14.4% 11.3% 127 13.6% 11.9% 114 11.6% 11.5% 100 11.2% 10.9% 102_ 1-2 Years 10.9% 17.1 % 64 10.2% 11.7% 88 10.6% 12.0% 89 10.6% 11.2% 95 10 6% 123% 86 _ <1 Year 7.5% 19.2% 39 6.4% 8.8% 72 6.6% 9.0% 74 7.9% 8.3% 95 7.5% 12.1% 62 WY K1No Padc 42.8% 49.9% 86 44.1% 42.0% 105 36.5% 38.9% 94 36.3% 38.1% 95 33.1% 44.4% 75_ Carton 22.1% 28.0% 79 19.7% 25.0% 79 2,5.6% 27.7% 93 26.9% 28.0% 96 30.4% 28.3% 107 Both 35.1 % 22.1 % 158 36.1 % 33.0% 109 37.9'1i 33.4% 113 36.9% 33.8% 109 36.5% 27.3% 134 BRAND INFOIIMATION BRAND Marboro 55.8% 51.9% 108 70.1 % 37.9% 195 44.1 % 17.2% 256 42.7% 36.9% 116 42.4% 52.2% 81 g q H 7.0% 8.4% 84 4.2% 10-5% 40 9.6% 16.8% 57 8.9% 13.4% 67 11 0% 8.7% 126_ VA SsimslSupers 3.9% 4.5% 86 2.5% 5.7% 44 4.8% 4.1% 118 5.6% 2.9% 195 _ 6.0% 4.7% 127 ParWnent 0.9% 1.5%. 62 0.6% 1.2% 47 1.2% 1.5% 83 1.1 % 0.6% 181 1.3% 1 5% 88 _ MerRlUkraMlerk 1.6% 2.6% 60 1.4% 1.8% 79 1.8% 2.4% 75 2.1% 1.8% 122 2.4% 3.0% 80 Alpirn 0.2% 0.1% 341 , 0.3% 0.2% 133 0.4% 0.1 % 384 0.4% 0.2% 203 0.4% 0.1 % 286_ CambridQs 0.6% 0.2% 309 0.5% 0.6% 88 0.8% 0.2% 334 0.7% 0.4% 187 0.9% 0 3% 310_ Basic 0.2% 0.0% 0.4% 0.0% 812 0.3% 0.1 % 240 0.2% 0.1 % 185 0.2% 0.1 % 289 Wanston 5.3% 4.6% 117 3.7% 7.3% 50 7.6% 10.4% 73 6.8% 6.7% 103 5.8% 4.6% 125_ Camel 3.2% 2.0% 165 3.1% 3.5% 90 3.4% 4.6% 74 4.0% 3.0% 134 2.6% 2.2% 120 Vantaqe Kool 0.5% 2.7% 0.4% 3.4% 107 79 0.2% 1.7% 0.7% 3.9% 32 44 0.5% 3.1% 1.3% 4.2% 41 13 0.7% 3.2% 0.9% 4.6% 78 68 0.7% 3.2% 0.4% 3.0% 169 100 Nswport 4.4% 5.6% 78 2.9% 6.4% 44 6.0% 6.0% 100 4.3% 6.3% 68 3.9% 4.4% 8B Salem 5.0% 83 2.4% 6.4% 37 4.9% 9.9% 49 5.6% 7.2% 77 _5.7% 4.7% 119 C.mp. FAA 6.4% 7.5% 85 3.1 % 10.3'/fi 30 _7.1 % 15.6% 46 9.2% 11.6% 79 9.6% 7.1 % 13T CMnp. Disc. 2.5% 2.2% 112 2.146 3.0% 69 3.5% 4.8% 72 3.7% 3.1 % 119 3.1 % 2 5% _127 Ca j pp 0.7% 0.2% 316 0.9% 0.5% 190 0.8% 03% 114 0.8% 0 5% 155 0.7% 0 4% 173 sse68aivaz Page 2

Ma ro Hispanic Mailing Analysis ENGLISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 Resp. Non-Rasp. Index Resp. Non-Resp. Index Rssp. Non-Resp. Index Resp. Non-Rssp. kmdex Rasp. Non-R ssp. Index ORAPHICOORAPHIC DATA QE O REGION _ REGION 1 19.1% 20.8% 92 141% 24 6% 57_ 22.3% 23.0% 97 21.6% 23.9% 90 22.9% 19.3% . 118 REGION 2 10.1% 7.2% 139 10.2% 8.2% 124_ 12.0% 11.4% _ 106 10.0% 6.7% 150 8.2% 7.4% 111 REOKMI 3 26.7% 17.4% 153 28.3% 25.0% 113 ` 25.7% 24.9% 104 27.9% 21.9% _ 127 24.2% 18-3% - 133 REGION 4 9.9% 6.9% 143 9.7% 10.0% 97 12.7% 10.5% 121 10.7% 11.3% 95 12.0% 7.2% 167 REGION 5 34.2% 47.7% 72 37.8% 32.1% 118 27.3% 30.3% 90 29.9% 36.3% 82 32.7% 47.9% 68 TRADE AREA BANOOR 0.3% 0.2% 122 0.4% 0.2% 163 0.3% 0.2% 145 0.3% 0.2% 109 01% 0.2% 103 BOSTON 0.0% 0.0% 0.1 % 0.0% 453 0.1 % 0.0% 603 0.0% 0.0% 146 0.0% 0.0% 892 NARTFORD 0.4% 0.0% 2 0.6% 0.2% 353 0.6% 0.1 % 674 0.1 % 0.1 % 115 0.1 % 172 RHODE ISLAND 0. % 0.0% 0.4% 0.2% 215 0.6% 0.1% _ _ 693 0.2% 0.1 % 132 0.2% 00% 325 ALBANY 0.1% O.0% 0.2% 0.1% 247 0,2% 0.0% 1036 0.1% 0.0% 142 01% O.O% 195 SYRACUSE 0.3% 0,3% 114 0:3% 0.4% 69 0.3% 0.5% 73 0.5% 0.4% _ 107 0.5% 0.3% 157 BUFFALO 0.1 % OA% 465 0.1 % 0.0% 552 0.1 % 0.0% _ 258 0./ % 0.0% 162 0.1 % 0.0% `148 NEW YORK 0.2% 0.0% 1556 0.4% 0.1 519 0.3% 0.1 % 359 0.2% 0.1 % 123 0.2% 0.1 % 323 PHILADELPHIA 17.4% 20.9% 83 11.5% 23.8% 48 19.2% 22.3% 86 _20.4% 23.1% 88 21.7% 19A% 114 HARRfSB11R6 0.6% 0.0% 1995 0.8% 0.3% 273 1.0% 0.2% 468 0.4% 0.3% 137 0.3% 0.1 % 271 BALTIMORE 0.2% 0.0% 1141 0.2% , 0.1 % 352 0.3% 0.1 % 271 0.2% 0.1 % 153 0.1 % 0.1 % 217 WASHINOTON 0.1% 0.0% 0.2% 0.0% 495 0.2% 0.l% 270 0.1% 0.1% 187 0.1% O.O% 383 RICHMOND 0.4'1{r . .0.0% 2567' 0.4% 0.3% 161 0.7'1% 0.19i 605 0.2% 0.2% 140 0.2% 0.1% 218 RALEKiHtD AM 0.2% 0.0% 2663 Q.4% 0.1 % 690 0.3% 0.1% 387 0.2% 0.1 % 183 0.2% 0.1 % 190 CHARLOTTE 0.1 % 0.0% 2383_ 0.2% 0.0% 409 0.2% 0.0% 357 0.1% 0.1 % 147 0.1 % QD% 235 COLUMBIA 0.1% 0.0% 2560 0.2% 0.0% 545 0.2% 0.0% 360 0.1 % 0.1 % 196 0.1 % 0.0% 237 iA,LE 0.11G 0.0% 1842 0.1 % 0.0% 652 0.1 % 0.0% 438 O.1 % 0.0% 131 0.1 % 0.0% 297 KNOXVILLE 0.1% 0.0% 341 0.1% 0.0% 415 0.1% 0.0% 401 0.1% 0.0% 167 0.0% 0.0% _ 170 NASHVK-LE 0.1 % 0.0% 0.1 % 0.0% 753 0_1 % 0.0% 405 0.1 % 0.0% 178 0.1 % 00% 590 ATLANTA 0.0% 886 0.1 % 0.0% 524 0.1 % 0.0% 46B 0. i% 0.0% 195 _ 0.1 % 0.0% 165 BIRMINOHAM 0.2% 0.0% 4407 0.4% 0.1% 474 0.3% 0.1% 320 0.1% 0,1% 206 0.1% 00% _ 2t7 SAVANNAH 0.0% 0.2% 0.0% 731 0.1 % 0.0% 477 0.1 % 0.0% 184 0.1 % O.D% 262 JACKSONVILLE 0,1 % 0.0% 1440 0.1 % 0.0% 522 0.1 % 0.0% 353_ 0.1 % 0.0% 170 0.1 % O.0% 168 PENSACOLA 0.2'1% 0.0% 3330 0.2% 0.0% 500 0.2% 0.1 % 259 0.1 % 0 1% 169 0.1 % 0.1 % 158 ORLANDO 0.1 % 0.0% Q.2% 0.0% 728 0_2% 0.1 % 277 0.1 % 0-1 % 132 0.1 % 0.0% _ 594 TAMPA ' 0.9% 0.1% 1524 1.4% 0.2% 682 0.8% 0.4% 223 0.4% 0.3% 131 0.4% 0.2% _ 232 MIAMI 0.8% 0.1% 1346 1.0% 0.4% 244 1.3% 0.4% 354 0.6% 23% 201 0.5% 0.3% _ 207 ST. LOUIS 6.8% 7.2% 94 5.1% 7.0% 73 7.3% 10.1% 72 7.8% 5.3% 145 6.2% 6.6% _ 94 SPRMi0F1ELD 0-1 % 0.0% 697 0.2% 0.0% 543 0.2% 0.1 % 286 0.1 % 0.1 % 201 0,1 % 0.0% _ 260 PADLlCAH 0.1 % 0.0% 1203 0.1 % 0.0% 581 0.1 % 0.0% 530 0.1 % 0.0% 235 0 0% 0.0% 428 MEMPHIS 0.0% 0.0% 0.1% 0.0% 663 O.0% 0.0% 435 0.0% 0.0% 124 0.0% 0.0% 348 JACKSON 0.0% 1519 0.1 % 0.0% 464 0.1 % 0.0% 409 0.0% 0.0% 124 ^ 0.0% 0.0% 163 LITTLE ROCK 0.0% 8lS4 0.1 % 0.0% 648 0.1 % 0.0% 264 60% % O.0% 126 0.0% 0 0% 418 NEW ORLEANS 0.1 % 0.0% 1052 0.2% 0.0% 553 _0.1 % 0.0% 360 0.1 % 0.0% 135 0.1 % 0 0% 416 LAKE CHARLES 0.3% 0.0% 0.4% 0.1 % 566 0.4% 0.1 % 401 0.2% _O 1% 175` ~0.2% 0.1 % 347 DES MORdES 0.0% 0.0% 626 0.0% 0.0% 407 0.0% 0.0% 321 _0.0% 0.0% 188 0.0% 0.0% 178 OMAHA 01% % 0.0% 805 - 0.2% -- 0.0% - 535 -~ 0 2% -.- 0.0% 454 0.1 % - DO% 181 0.1 % 0.0% 251 - KANSAS CiTY 0.2% 38D7 0.3% O O% 1155 0 2% 0.1 % -- 298 - 0 1% 0 1% 215 01% 0 0% 344 Page 3 tr88ES38tvOZ

Marlboro Hispanic Mailing Analysis ENGLISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 Resp. Non-Resp. k~dsx Rasp. Non-Resp. tndex Resp. Non-Rasp. Index Resp. Non-Rasp. kdex Resp. Non-Re sp. Index TULSA 0.2% 0.0% 1027 0.3% 0.0% 760 0.3% 0.1% 313 0.2% 0.1% 194 0.1% 0.1% 220 OKLAHOMA CITY 0.2% 0.0% 1076 0.3% 0.0% 883 0.2% 0.1 % 308 0.1 % 0 1% 125 0.1 % 0.1 % 143 DALLAS/FT. WORTH 0.5% 0.0% 6149 0.8% 0.1 % 1087 0.5% 0.1 % 391 0-3% 0.2% 138 0.3% 0.1 % 179 MK)LAND 1.6% 0.0% 4263 2.5% 0.6% 458 1.7% 0.4% 375 0.8% 0 5% 152 0.7% 0.2% 293 ALBUQUERQUE 0.6% 0.0% 12919 1.0% 0.1 % 715 0.8% 0.2% 372 0.4% 0.3% 135 0.4% 0.1 % 250 HOUSTON 7.1 % 5.6% 126 6.7% 7.7% 87 6.1 % -- 7.4% - 83 ----- 9.2% - -- 6.1 % - 150 - --- 6.5% - 5.7% 115 WACO/TEMPLE 5.0% 4.2% 118 4.6% 5.4% 85 4.2% 6.3% -- 78 5.3% 5056 106 5.4% 4.0% -- 134 SAN ANTONIO 1.1 % 0.1 % 897 1.7% 0.4% 456 1.1 % 0.3% 374 0.5% 0.4% 148 0.5% 0.3% 146 PITTSBURGH 10.2% 7.7% 132 9.6% 10.9% 88 10.1 % 10.9% 93 11.0% 9.3% 118 10.0% 7.8% 128 CLEVELAND 0.2% 0.0% 699 0.3% 0.0% 872 0.2% 0.1 % 409 0.2% 0.1 % 145 0.2% 0.1 % 217 COLUMBUS 0.3% 0.0% 3133 0.5% 0.1 % 633 0.4% 0.1 % 340 0.2% 0.1 % 183 0.2% 0.1 % 342 CINCINNATI 0.1% 0.0% 0.2% 0.0% 773 0.2% 0.0% 342 0.1 % 0.1 % 185 0.1 % 0.0% 387 SAGINAW 0.1% 0.0% 2906 0.2% 0.0% 781 0.2% 0.0% 462 0.1% 0.1% 205 O.1% 0.0% 496 DETROIT 0.2% 0.0% 0.3% 0.0% 1482 0.2% 0.1% 229_ 0.2% 0.1% 161 0.2% 00% 370 GRAND RAPIDS 0.3% 0.0% 0.6% 0.1 % 704 0.6% 0.1 % 387 0.3% 0.2% 182 0.3% 0.1 % 276 TOLEDO 0.3% 0.0% 6523 0.5% 0.0% 1635 0.3% 0.1 % 298 0.2% 0.1 % 107 0.2% 0.1 % 270 INDIANAPOLIS 0.3% 0.0% 0.4% 0.0% 1092 0.3% 0.1 % 447 _0.2% 0.1 % 126 0.2% 0.0% 462 LOUISVILLE 0.2% 0.0% 3645 0.3% 0.0% 914 0.2% 0.1% 246 0.1% 0.1% 179 0.1% 0.0% 381 LEXINGTON 0.1 % 0.0% 2153 0.2% 0.0% 795 0.1% 0.0% 528 0.1 % 0.0% 204 0.1 % 0.0% 454 CHICAGO 0.1 % 0.0% 1562 0.1 % 0.0% 793 0.1 % 0.0% 533 0.1 % 0.0% 210 0.1 % 0.0% 318 PEORIA 7.2% 6.9% 104 6.1 % 9.5% 54 9.1 % 9.5% 96 8.5% 10.0% 85 9.9% 6.6% 150 GREENBAY 0.3% 0.1% 527 0.4% 0.1% 264 0.3% 0.2% 183 0.3% 0.2% 141 0.3% 0.1% 308 MNVNEAPOLIS 0.1 % 0.0% 698 0.1 % 0.0% 848 0.1 % 0.0% 424 _0.1 % 0.0% 164 0.1 % 0.0 % _ 197 SIOUX FALLS 0.3% 0.0% 2816 0.5% 0.1 % 859 0.2% 0.1 % 278 0.2% 0.1 % 150_ 02% _ 0.1 % 258 MILWAUKEE 0.0% 0.0% 0.1% 0.0% 579 0.1% 0.0% 335 0.0% 0.0% 131 0.0% 0.0% _134 ALASKA 0.2% 0.0% 2501 0.4% 0.1 % 476 0.4% 0.1 % 373 0.2% 0.1 % 192 0.2% 0.1 % 268 SPOKANE O.0% 0.0% 0.0% 0.0% 295 0.0% 0.0% 372 0.0% 0.0% 196 O.0% O 0% 197 SEATTLE 0.3% 0.0% 1966 0.5% 0.1 % 576 0.3% 0.1 % 286 0.2% 0.1 % 134 0.2% 0.1 % 21 O PORTLAND 0.2% 0.0% 746 0.4% 0.1 % 686 0.2% 0.1 % 218 0.1 % 0.1 % 133 0.1 % O.1 % 138 DENVER 0.4% 0.0% 955 0.6% 0.1 % 855 0.2% 0.1 % 210 0.2% 0.1 % 144 0.2% 0.1 % 132 SALTLAKE 1.8% 0.1 % 1508 3.0% 0.4% 663 2.0% 0.6% 328 1.4% 0.8% 172 1.3% 0.4% 338 PHOENIX 0.4% 0.0% 915 0.7% 0.1% 657 0.4% 0.2% 260 0.3% 0.2% 172 0.3% 0.1% 229 SACRAMENTO 1.7% 0.1% 1545 3.1% 0.3% 1035 1.5% 0.5% 287 1.0% 0.7% 148 0.9% 0.5% 193 SAN FRANCISCO 1.0% 0.1 % 1217 1.7% 0.2% 769 0.9% 0.3% 249 0.6% 0.5% 118 0.6% 0.5% 11B FRESNO 6.0% 11.2% 54 5.5% 7.0% 79 4.O% 6.9% 58 6.0% 8.3% 73 _7.3% 11.2% 65 HAWAM 2.0% 0.1% 2456 3.1% 0.7% 476 1.8% 0.3% 642 0.6% 0.5% 123 _0.7% 0.5% 126 LOS ANGELES 0.1 % 0.0% 0.1 % 0.0% 704 0.1 % 0.0% 187_ 0.0% 0.0% 127 0.0% _ 0.0% 188 SAN DIEGO 18.2% 34.4% 53 16.5% 21.6% 76 14.0% 19.7% 71 17.7% 23.4% ' 76 19.7% 32.7% 60 COUNTY COUNTY A 66.3% 83.7% 79 58.8% 74.8% 79 65.0% 74.1 % 88 68.2% 75.6% 90 72 0% 80.4% 90 COUNTY 8 23.8% 11.5% 207 28.3% 18.6% _152 23.8% 19.2% 124 22.1 % 17.4% 127 19 7% 13.5% 146 COUNTY C 5.4% 2.0% 271 7.4% 3.1 % 238 6.2% 3.0% 205 4.7% 3.4% 137 4.2% 2.7% 155 COUNTY D 4.5% 2.8% 161 5.4% 3.5% 154 5.0% 3.7% 134 5.1 % 3.6% 142 4.0% 34% 118 S88E861b0z Page 4

I xl ~ n ~O IN ^ ~ I I Qf Y m O~ Q~ I~o f O ~ Ip INIW IW W OIp I I It~'f O'lff O:O~N1I OW.N f .- ~ ^ O1 ^ ^ ~Wi ~ I^fW IQf If Ip I i .tA f f") M'Y n I I ta')IY I IY miN f~ ^ ^ tOImI fIW O ~ ~ m t O l7 I I n IWy Wi v'O t NIN i7 C7 I . L(fln(~ m~Of.c~ I ~ I a ~e 5 x x O I O x f ~ X C~ O x x ~O ~O .D x T t0 f x I f x n x x fL f~f XiX. .- ,C~ , X ' O X X W I tf IX,XIx ~ m I n' f X X X ~p ~ n 'x x 7 W n x X NI m X m x x ~ icf x X T' c~f X O X m X O X Xlx N I O I c7 X, N x x f I O X ~O . X f D T x f ~ N I r O~ C N~ O O ~ O O .- t~i ~ ~- ~ 07 I r'~ O O I Of C O I O ~ N O O O~ O O O O O , - m .- f~ O O O O O O O O i I 2 i y ~ I ~ I N~IX X X X, X x ' IX X X Xl x Xl x XIIX X X !XIIxIX, X X X X X x x x x x X x x X X XIX X IX X X x x xIx m • ¢ OI~D OiO IY IOI 01 mI Ni~fi m ~O OlO :(Oln -iO tn lOi ' Wl ~ fp n N QI ~ D;m h e~7 NIO O n mI7 I(G OI~ m N f OiN e+ N O f~~ f N O ~ Ol N Ci O PJ Lff O~P71f fll~!O eVI OI 1D ~ O O ILL7 IO ` IDI O fDIf! OiO x ~ I ~I~ I~ ~^ W W N ~ ~ I ~'1 $ p~ I{p O I O N I N O W I M I N m O7 mI YI N mINIT N N I N It11 I 4~ Pf (p p f`1 ~ f~ ~ P7 N f ~D N~ ^Za ~ f~I ~ f7 O m N f P7 lf1 OfI Nfh I fC ~ n lL> Pf I ~ lC) g I N ^ I a . ¢ X X n I f X I m' x X h n X Yt ~D ~n x X cD V X I10 X n x x n x x x m n~ X x f W 1 j~ x x n x x X x~ I m P7 x x m x x x x x x x X x x X x x X - x x X.x 0 O O N t~7 O O~ O O ~ '7I L 07 N 9 O p n 0 O M O O m O, O ~ e7 ~ O O oe ~ O O ~ n O, O ~ M P O ~ 7 N m N ~ ~ Y ~ rf ~ O N O tf7 O tD O O C ~n O n O c7 ~ e~ O O 2 I I ~ Y T O ` X X x. x x X~ xI X x x xIx X x x x x x x@• x x~ ` X x X x x X 9 x x x x x x F x T IX x X X m ~ • 5 I I ~O f O O I ln INI , 1I N W M OI I fp C O ~ f n{n IO O N Ni f N h N .- ~ Of 0 M N. O n 7 - p tD (P I O .~ I ~ m. O f ~O C N Oi I 7 N I f l0 N N~ ~ ~ 0 Y O~ ln Of O O O {A N fD f O N~ O~ I fp .~ tQ O O O n OI fp OI P7 ~ O ~ K Qf I ~ h - - I.~ ~p I ' ~l I 0 O O ~Of R 01 I~f ~ .~ p n p (p ~p t(7 P m O! n m 1' } N ~ tp I IA N ~ ^ ~ ~ f l~ r. [1 , t u ,a n m Q ~ m ~ ~ 07 n m n p tp. f'f n f O^ .tO n 7 f Cf f M~N ~ ~ f ~ M: ^L~ l7 eeeVVV N {t1 . . N C~ Y • x x x x x X x x X X x x x x x x x x X i ' x I x x x x x x x x x ~R x x x x x x x x XI ~ x x X x X x I 5 Cp I2 p n O p f p m h N m mQO O O n h ~ O !{f1 O O N (D Lt) N ~ ~ O ~ f m Wcp N O 0 f I 0 Zp 01 N - (p O ~ O ei M ~ W ~ O C9 O O N m O O n ~ O N f7 N m n .~ ~ N ~ f ~ M! O I N {(7 O O O O 1t1 O f O h f7 O O ~! ~ XX 7R xx xX xx X x xx xx~ Fxx X X X xX xXx xX X xx xX x x x xx ~ XxX X X XIX p~ C~ O, f O O M O ~O ~ ~ N I I n IA O O I Y I(O ~ O f O W ~ tG f ~~ Ol .~ O e'1 N pf m N O O N f m O Oi O 01 .~ O N e f t'f 0 o ~ ~ fw C N N . C7 O, ~.- 1D c7 l ~ O .~ - ~ O n ~O .- ~ In f~ ~ O N O I ~ O ~ O m O m i O I nf O f O II I x ~ c f p ~D c ro lf1 ln O { ~< ~ I O m D ~ O C7 ^ f ~ h ~ m tA Of N e N W m M o N m^ ~ eo m n ^ n O) ~ ~R m M m O ~ N~ l ~ n ~ •'• n (p m Nf o: N N N ~ ~ m N O I N m i.• Y o Xx ~x xx xx xx x x Xx xx xxx x x x xx xxx xx X xx xx x x x xx x xxx x x Xlx s O~D f IC f n~G tif 11 1 ~ n tLf .f O n n n~ O f ~ a1 ~O m m m O N O W W n .- N c'f f O ~L? ~- e') ~ ~A O n c9 i n I~ ~ C O O N P7 O O ~ O O ~ e~i ~- .- l~ N O O ~D O O O'- N O. - O w O O O ~ O ~- m ~ Y ~ O O O C I O O O O 2 ~ CL x x X x X x x X X x X x x X x X X x x x x x x x x x x X x X x x x x X x X x x X x x x x ~C m • O C 7 N ~ ae n ~ n l e, .f O It M O O ~ Pf N Pf m O A n n O O n - N e) ~ rf - ~ b N p l w f +f ~ rf N O C tC N LL? m C'f ~ It? O N f7 - O ~- 7 n O O O ~ 61 O n O ~ t O ~ . ~ x ~ Y~ ~~ N ^ M C H Q^ l ! 7 p P) N Cf ~ N y~ m® O! n P7 t m tf $ ~L9 n ^ fI7 P7 t0 IA m f m f P7 N N p CI N n m f ~G~ N O N Pf N~ {~ h Pf ~ f OI 0^~ R n O1 .. N f O ~ f K1 N n I C7 1L1 St G !+ x x x x x x x x x x X x x x x X x x x x ' x x x x x 4 ~ x x n x x 'I x x QO 1 x m x x Cf ~ x 10 X m x X f m x f9 x X N f~f ~ X O tD x N x ~ x N ¢ ZZpt O, C 0 E Nf 00 CO O ~`i~f t0 ~ 0 D t17 0~- ~ f 00 llf ~ CO ~ ~`i~ O O .-~ N n e10 f tff 0 ef f 7 I0 n 0 W tif 0~ 0 f f N0 ~ 00 ~ R ~-C 4: O0 0 0~- . a O f 0 0 0 0 CC 0 0 0 < ri x x~R x X x x x x x X x x x x x x x x X X x x x x X x x x x x x x X x x X X x x x x x X X X O •! ¢ O p f C'f O O O, m N N n O LL'i D l O - xf f C C A - Of, Y OV - M fl1, OI N O n n O t[f f0 O m O m l'f O N 11~ NC Cf - O f -O m N - - C n ~- Cf Ol O O ~ h f0 ~- O, W f - ~f, O N m O O ~ n O O n O IO O l7 O r O - N Cff K~~ Gh m 0 O ~ N P! f W~D n m ~ ~ R N N N P7 t N f N p N~ON nN mN O1 p N l'1 l'f N M f7 tN ~ e'f tc~ C7 iO n l"f Cf ~ C'f m O C'7 f N f f P7 f f f l0 f s W H ~ V

Marlboro Hispanic Mailing Analysis ENGLISH SPEAKING HISPA1v1C RESPONDER SEGMENT TOTAL ~1993 1992 1991 1990 , Rsp. Noe-Resp. WMx Resp. Non-Resp. W.x Rasp. Non-Rasp. kidex Rasp. Non-R.sp. Index Resp. Non-Resp. Mufex 46 1.2% 0.6% 208 1.5% 0.8% 179 1.3% 0.9% 140 1.0% 0.7% 139 1.1 % 0.6% 178 47 0.9% 0.5% 181 1.0% 0.7% 151 0.9% 0.8% 115 7.8% 9.3% 84 0.8% 0.6% 132_ 48 8.9% 11.4% 78 8.2% 9.8% 84 8.4% 9.2% 91 0.1 % 0.2% 93 8.2% 10.7% 77 49 0.2% 0.0% 384 0.2% 0.1% 119 0.3% 0.2% 168 4.2% 3.8% 108 0.2% 01% 265 50 4.67G 3.5% 132 4.9% 4.3% 114 4.0% 4.1 % 97 0.4% 0.3% 138 3.9% 3.5% 112 51 0.5% 0.1% 456 0.7% 0.2% 309 0.6% 0.3% 212 0.7% 0.6% 112 0.4% 0.1% 270 52 0.8% 0.4% 187 0.9% 0.6% 164 1.0% 0.6% 176 1.7% 1.3% 131 _0.7% 0.4% 152_ 53 1.7% 0.9% 191 2.1% 1.2% 172 1.9% 1.3% 151 0.5% 0.4% 136 1.4% 1.1% 129 54 O.7 0.1% 679 1.0% 266 0.9% 0.3% 274 9.1% 12.2% 74 0-5% 0.2% 241 55 11.0% 13.1% 84 9.1% 13.5% 67 12.9% 11.2% 115 0.3% 0.3% 119 9.9% 11-8% 84 56 0.3% - 0.2% 111 ' 0.3% 0.3% 115 0.3% 0.2% 119 0.8% 1.1 % 70_ 0.2% 0.3% 95_ 5 0.9% 1.0% 93 .7% 1.2% 56 1.6% 1.0% 148 0.1% 0.1% 83 0.8% 0.9% 90 58 ,0.1% 0.1% 87 .1% 0.1% 117 0.1% 0.1% 72 0.0% 0.0% 112 0.1% 0.1% _ 86 .59 0.0% 0. 296 .1 % 0.0% 265 0.1 % O.0% 314 0.3% 0.3% 97 0.0% 0.0% 328 '60 _ 0.3% 0.4% 77 0.3% 0.3% 101 0.3% 0.3% 118 2.1 % 1.8% 115 0.2% 0.3% 70 BI 1.9% %' 97 1.9% 1.9% 100 1.9% 1.9% 98 1.8% 2.0% 89 i L8$e88Iti0Z Page 6 I

Hispanic MaiVing Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL11883 1992 ~+Nr NorrRsP. 1891 R.wa+da Nen hM. 1990 MNe<+d.r N.~*A.M. TAADE AREA BANGOR 59 1 1 1 1 1 1 BOSTON 5 1 O 0 1 1 0 HARTFORD 207 11 1 3 2 6 0 RHODE ISLAND 441 2 0 1 0 1 0 ALBANY 281 4 01 2 0 3 0 SYRACUSE 91 1 0 2 0 1 0 BUffALO 12 1 0 0 1 1 0 NEW YORK 26 2 0 1 2 2 0 PHILADELPHIA 2809 131 11 38 22 66 6 HARRISBUR 104 6 1 2 2 2 1 BALTIMORE S 1 0 0 0 0 0 WASHINGTON 25 2 0 1 0 1 0 RICHMOND 34 1 1 1 1 2 0 RALEIOHlOURH 91 9 1 8 0 7 0 CHARLOTTE 60 2 0 0 0 0 0 COLUMBIA 48 5 0 2 2 2 1 GREENVILLE 22 1 0 0 0 0 0 KNOXVILLE 141 3 0 1 1 2 0 NASHVILLE 19 2 0 0 1 1 0 ATLANTA 191 0 01 0 0 0 0 BIRMINGHAM 114 5 0 2 0 2 0 SAVANNAH 34 1 0 1 1 1 0 JACKSONVILLE 8 0 0 1 0 0 0 PENSACOLA 30 3 0 3 0 3 0 ORLANDO 20 4 0 0 0 1 1 TAMPA 346 /5 0 4 2 7 0 MIAMI 156 10 T 7 0 5 0 ST LOUIS 27641 138 20 63 19 63 S SPRINGFIELD 8 2 1 1 2 3 1 PADUCAH 2 0 0 0 1 1 0 MEMPHIS 3 0 0 0 0 0 0 JACKSON 121 1 0 0 0 0 0 LITTLE ROCK 12 2 1 1 0 0 0 NEW ORLEANS 20 1 0 0 1 1 0 LAKE CHARLES 98 8 2 5 1 7 0 DES MOINES 6 0 1 1 0 0 0 OMAHA 25 3 0 0 1 1 0 KANSAS CfTY 67 4 1 • 4 6 0 TULSA 17 0 1 1 1 1 0 OKLAHOMA CR 31 1 1 1 1 2 0 DALLAS/FT. W 77 6 1 1 2 2 0 MIDLAND 1806 100 30 62 33 87 8 ALBUQUERQUE 41 2 0 T 0 4 0 HOUSTON 3" 10 4 7 3 9 1 WACOlTEMPLE 2927 97 21 43 23 S7 6 SAN ANTONIO 272 4 1 6 2 1 1 PITTSBLMiGH 6370 250 94 182 88 264 31 CLEYELAND 14 3 0 1 1 4 0 COLUMBUS 52 5 0 3 1 2 0 CINCINNAT1 17 3 0 3 0 1 1 SAGMJAW 39 4 1 4 0 2 0 DETROIT 8 0 0 0 0 0 0 GRAND RAPqS 46 2 0 1 2 2 0 TOLEDO 44 3 1 2 1 3 0 INDIANAPOLIB 23 3 Q 0 0 3 0 LOUISVILLE 44 2 2 2 0 1 0 LEXINGTON 7 1 0 0 0 0 0 CHICAGO 10 0 0 0 1 2 0 PEORIA 640 34 2 6 7 14 0 GREEN tAY 29 0 0 0 1 1 1 MINNEAPOLIS 5 3 0 2 0 2 0 SIOUX fALLS 67 6 T 6 / 9 0 MILWAUKEE 8 0 0 0 0 0 0 ALASKA 18 4 0 1 1 2 0 SPOKANE 1 0 0 0 0 0 0 SEATTLE 135 3 0 2 0 1 O Pafl• 1

Hispanic Mailing Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL1993 19921 hoOeNw NoerRsp. 1991 R..pond.. Non-R.p. 1990 hMwdw Non11.M. rORTLAND 119 1 0 0 0 0 0 DENVEA 173 3 01 O O 1 O SALTLAKE 160 5 11 2 2 3 0 PHOENIX 182 6 O / 1 2 1 SACRAMENTO 1 379 9 1 6 1 8 0 SAN FRANCISC I 325 6 0 1 6 5 0 FRESNO 1 374 i 26 S 1 S 11 1 1 2 HAWAII ' 811 1 i t 1 1 S S 2 LOS ANGELES 1 81 1 0 0 0 0 0 SAN DIEGO 58631 162 13 42 21 61 10 TRADE NOT KN 1291 26 6 11 10 /6 2 Totai 32.307 CIUiTER ! 01 1 1 0 0 0 1 0 1 40 3 0 1 0 2 0 2 51 4 4 7 3 8 1 3 169 7 1 6 1 8 1 4 174 11 4 10 5 13 1 5 178 3 0 0 0 1 0 6 79 281 S 1S 6 23 0 71 582 5 0 1 O 1 O 81 83 6 0 4 1 5 0 9 9i 34 8 17 6 21 1 101 557 4 0 3 1 3 1 11 171 9 6 7 3 10 2 12 194 7 0 O 3 0 13 191 22 4 4 13 0 14 6e6 20 1 6 11 O 15 61t 11 • 9 0 8 O 16 196 9 4 1 8 1 17 202 31 5 5 19 1 i t l 924 4 2 2 3 6 O 19 97 4 1 1 1 2 0 20 90 11 7 10 S 10 2 21 192 1 37 14 20 16 29 4 22 579 44 15 28 16 44 6 23 818 14 1 4 1 6 0 24 251 46 7 16 it 28 1 25 1211 4 1 3 1 3 0 26 69 39 18 33 12 43 2 27 1061 20 4 6 8 1 15 1 28 187 6 4 7 3 6 1 29 160 6 1 3 2 3 2 30 195 16 3 13 5 17 2 31 i 669 0 1 0 1 2 0 32 S3 12 3 4 4 5 1 33 145 99 13 37 14 40 9 34 2724 22 4 10 7 9 1 35 367 M 5 21 6 32 2 36 1052 12 2 8 3 10 0 37 260 3 O 4 0 3 0 38 Oe 1 O 0 0 1 0 39 1i 8 1 7 2 10 0 40 304 0 0 0 1 0 0 41 16 2 0 1 1 1 0 42 268 4 1 2 1 2 1 43 127 /6 6 8 2 12 2 44 402 18 5 14 5 14 0 45 192 27 3 7 6 13 3 46 4E6 10 2 6 7 11 7 47 207 156 24 62 41 91 11 48 4594 5 0 2 1 4 0 49 51 44 9 24 10 34 3 SO 1673 10 0 2 4 7 0 S1 117 6 1 6 1 9 0 52 1 173 7 1 6 1 S 0 53 1 244 9 0 1 4 6 0 Page 2

Hispanic Mailing Analysis SPANISH SPEAKING HISPANIC RESPONDER SEGMENT TOTAL/iif3 1992 R46POnd.r Nor-Ae.p. 1991 flespondw llon.R4M. 19901 R..qpnd.r µon.meM, 54 166 153 21 57 37 76 10 55 5034 1 1 2 0 1 0 56 68 2 1 3 1 4 0 S7 146 2 0 2 0 2 0 58 46 0 0 0 0 0 0 Sa 13 1 0 2 0 1 0 60 147 14 3 8 6 11 1 B1 564 Page 3

Hispanic MaiEiny Analysis ENGLISH SPEAKING RESPONDER SEGMENT TOTAI R..panl.r Non-Rsp. 11193 R. Non-Rsp. 1•92 Rspwd.r No~-Rsp. 1991 Rspa~d.r Non-Rsp. 1990 Non-P~.p. TtIAO_E At1EA _ BANOOR 1462 62 •27 523 611 282 397 247 483 71 BOSTON_ 1N 0 138 28 81 10 41 19 -- 6fa 1 HARTFORD 2010 3 1680 412 908 100 220 129 262 23 FlNOl1E 1SL 1800 . 0 1106 472 NB 107 271 1 JA `301 14 ALtiANY Mi 0 452 188 376 27 86 41 103 • S_YRACUSE 1610 a 2 896 908 608 616 736 464 906 •7 BUFFALO 426 4 386 81 187 54 126 52 137 14 NEW YORK , •1 7 3 067 15• 612 106 266 14e 320 16 PHILAOELPFNA -41777 ' 2•24• 65868 2011 26569 32204 24642 42637 6e6e HARR/SBURO 2736 e 2016 67• 1671 260 674 283 883 37 BALTMONE ' 7tY 3 616 181 400 110 269 119 287 20 W_ASHN~/OTON 600 0 415 77 272 76 162 56 162 e 1780 3 1004 e1• 1114 137 348 168 403 28 RAIEIOFWiIIM/ . 12i7 2 1086 /42 483 93 268 99 302 24 C11AWOTTE - 646 1 440 9• 264 55 131 60 140 • COLUMBtA' ` 6•6 1 4N 84 266 66 157 64 y157 t0 c11iEENVILLE 421 1 3e9 62 200 34 96 49 116 E KNOXVILLE • 312 4 253 6e 140 26 79 32 90 • NASHVILE 3•7 0 362 43 174 32 103 39 117 3 ATLANTA 406 2 342 e0 177 27 N 34 •9 • B•WNtt9HAM 1100 2 •02 176 404 94 201 86 201 14 SAVANNA+i 532 0 48_• 69 206 32 106 39 104 8 JACK E 329 1 278 4• 160 36 83 33 100 • _ PENSACOLA 78) 1 631 11e 2•e 86 te6 88 187 18 ORLANDO 837 0 664 70 23• 64 123 83 167 4 TAMPA 4178 12 3621 666 126• 420 e90 366 9" 65 •HA•M 3••1 12 268• •78 1l67 411 1010 338 1070 78 ST.LOU16 33066 1639 130N 16341 11230 11 12238 6e88 12188 1986 SPRINliF1ELD 837 4 643 92 316 82 202 88 206 12 PADUCAH 276 1 234 37 121 17 87 26 86 3 MEMRi15 1N 0 • 173 24 78 13 36 1• 48 2 JACKSON 347 1 2110 _ 67 178 32 76 41 •7 • LITTLE ROCK 2•9 2 281 37 136 38 73 39 83 3 NEW ORLEANS 481 2 409 Be 203 42 104 52 141 6 LAKE CHARLES 1226 . 0 1048 170 649 102 303 117 344 15 DES M0•IEli 143 1 116 28 89 16 60 18 47 • OMAHA 662 3 48D 79 260 41 126 47 188 10 KANSAS CITY 870 1 804 64 21111 72 207 86 260 11 TULSA 939 4 819 99 3•6 •4 281 98 291 20 OKLAHOMA CIT 737 3 663 69 267 62 158 84 199 21 pALLAS/FT- W 2363 2 2153 182 709 162 430 211 620 44 MOiAND 7776 B 8403 1286 2586 609 1184 627 133• e9 ALBUOUEROl1E 2•62 1 2598 334 1204 241 688 2•3 6•6 42 HOUSTON 31868 1200 18928 17945 948_0 8617 14521 6622 12762 18 78 WACO/TEMPLE 243 78 906 11772 12683 _ _ 8420 elle 8358 5331 t01SN /1N SAN ANTON60 _ 5332 26 4411 ~ 889 --- t876 333 818 _ 374 89• •3 PiTTSBUR(iti --49567 1619 24488 25548 15587 1 18 17335 9895 19499 2311 I6S£88ib4,~ Page 1 I

Hispanic Mailing Analysis ENGLISH SPEAKING RESPONDER SEGMENT TOTAL 1993 1992 1991 1990 R..pond.r Na~ R.a9. Il.apond.r ibn R..p. ii..po~~da Non-R.ap. Rapard.r Non-R.ap. R..pa~d.r Hon=R.ap. CLEVELAND 799 5 721 78 374 68 249 116 301 21 COLUMBUS 1432 2 1239 180 6" 129 366 135 407 18 CNVGMIATI 612 0 464 64 218 64 167 61 _ 206 8 SAOMiAW 864 1 686 8f 273 44 167 66 197 8 DETROIT 942 0 790 49 311 101 250 106 2M 12 ORAND RAPIDS 18N 0 1463 191 806 156 442 164 514 28 TOLEDO 1282 1 1192 67 401 100 249 167 367 20 INDIANAPOLIS 1231 0 1129 96 636 N 288 154 3f7 13 LO/IFSVILLE 833 1 756 76 261 76 186 70 227 8 LEXINOTON 492 1 441 61 213 30 130 43 160 6 ClHCAOO 367 1 319 37 172 24 87 28 106 6 PEORIA 36038 /476 12N2 22243 14092 10" 13457 10662 19321 1N7 OREEN BAY 1324 1/ 970 338 512 208 409 1" 630 26 MMNEAPOLIS 318 2 2N 31 164 27 109 46 130 _ 10 SIOUX FALLS 1287 2 1159 , 124 370 f9 247 111 307 1B MIWAUKEE 220 0 /N 30 N 22 80 31 71 8 ALASKA 1143 2 262 184 686 117 338 119 354 20 SPOKANE 82 0 61 1f 46 f _29 10 28 2 SEATTLE 1348 3 1163 184 431 112 273 138 31f 23 PORTLANp 1193 7 1060 141 342 117 22f 116 237 26 DENVER 1745 _8 1571 189 362 126 306 143 315 36 SALTLAKE N17 26 7673 1019 3049 892 2164 861 262f 113 PHOEWX 2001 10 1822 266 6/1 176 469 184 614 34 SACRAMENTO 8474 24 7780 6011 2286 692 1684 714 1723 136 SAN FRANCISC 4726 17 41 602 1319 394 923 62f 1089 139 FRESNO 20415 2392 14018 162" 6148 7f62 $647 8906 14379 3323 N11WAN $639 17 7932 1533 2219 327 1025 661 1302 166 LOS ANO S 24 32 1 4 40 8 SAN [NBiO 80623 7321 41pf 60637 21626 22636 27907 24966 38612 f677 TpADE NOT KN 16178 593 10310 506f 3N1 2234 3636 2403 4116 NO TOTAL $24,072 CUIBTEII 0 3 0 3 0 2 1 f18 763 1 0 1 2243 208 772 1621 657 767 6" 408 1276 ~ 291 2 1423 74 666 841 437 469 4066 3068 796 107 3 9886 623 3773 6170 2646 3314 61" 1066 6708 004 4 12865 N3 4944 8077 3271 4293 1310 784 7660 1223 6 3646 109 1910 1672 1100 939 fM_ 686 1647 1N 8 2300 132 fN 1386 716 713 2f90 1607 1228 1N 7 7962 338 4361 3686 2222 1961 1062 623 3192 _ 486 8 2748 f0 1413 1296 929 786 769 430 1326 133 f 2002 N 1100 8N 886 664 3482 1776 909 128 10 8603 337 6196 4028 2906 2286 3848 2893 3677 620 11 9664 617 3789 6N7 2660 3048 2661 1647 60" f6 5 12 6872 246 3627 _ 3286 2173 1807 1858 1198 3486 _ 326 _ 13 5055 228 2625 - 2497 - _ _ 1466 1313 - 6247 3946 -- -- 2407 334 __ 14 - 16942 B69 7950 8771 4893 4668 4088 2990 _ 7712 1179 268C88Tti02 Page 2

Hispanic Mailing Analysis ENGLISH SPEAKING RESPONDER SEGMENT TOTAL 1993 1992 _ 1991 1990 R.spondw Non-fi.*p. R*aponda Non-Rasp. R.spondw Non-Rasp. Ft.apond.r Non Rasp. Rspaidw Non R.sp. 16 12439 710 5963 6541 3423 3248 1654 B30 5174 921 18 4660 146 2906 1721 1461 990 1117 612 1828 230 17 362! 87 2103 1347 1186 739 9764 _ 8U41 1370 14e 18 28466 2000 13945 16256 6667 7467 960 496 13396 2m 19 2761 60 1719 994 !63 645 1706 990 1111 107 20 4182 184 1786 2113 1421 1376 1345 730 2242 230 21 3806 106 2533 1407 1418 768 3879 2053 1665 iM 22 11873 333 7209 4403 3362 2327 6831 3218 4468 626 23 16996 4!~ 10237 8863 6412 3661 2020 1069 6876 762 24 6105 140 3706 2241 202! 1306 1888 826 2381 238 26 8066 167 5665 2330 2347 106_3 662 342 1938 211 26 1042 30 1429 603 681 283 4029 2000 903 66 27 13876 304 8171 4806 4130 2363 1868 883 4302 612 28 6446 133 3807 1837 1868 834 1768 1138 2076 237 28 6~07 141 3294 2137 2106 1128 1425 784 2239 207 30 44lq 8o 2906 1672 1682 801 2232 1066 183_6 164 31 8281 173 6624 2618 2484 1346 531 286 2456 26s 32 164! 66 848 5!4 642 3" 1_441 141g 829 a 33 4367 247 1316 310! ' 1778 1376 11268 8014 1974 316 34 35803 2008 16875 20068 11000 9160 2477 1266 14547 2887 36 7798 177 53" 2386 2638 1328 8733 4424 2915 297 36 37 20036 7682 9" 180 8267 6116 10636 2512 8364 2416 4!1! 1286 2560 637 1163 327 8034 2497 1287 306 3B 1924 70 1256 676 882 378 308 166 __ 737 104 39 836 36 629 317 342 170 1021 497 361 61 40 4509 08 3316 1145 1602 646 115 44 1124 113 41 326 3 236 88 160 48 11117 806 104 12 42 3609 110 1880 1583 1127 687 1055 526 1047 170 43 3334 63 2648 777 1318 406 _981 727 1167 102 44 3073 8i 1418 1581 1142 838 416 281 1261 131 46 1464 42 787 645 6 62 346 1794 987 532 81 46 5962 126 3968 2003 _ 1886 1069 1646 751 2220 190 47 90 43 106 2766 1866 136 4 879 12673 10086 1607 188 48 _ 44406 2483 21537 23388 _ 13150 10767 238 173 16376 3264 49 78111 8 440 336 401 178 6816 4248 312 1s 60 22974 761 12803 10239 6283 4826 808 296 7828 1 61 !6 23 23 1830 638 _ N7 311 1103 663 797 46 62 _ 3848 80 2468 1368 1666 86! 2662 1372 1340 186 53 8429 1!3 6543 2923 21187 1478 803 38! 2762 327 64 3413 22 2534 866 1440 3!1 14619 13314 961 01 55 8 6512 2881 23866 323D3 20230 13116 497 282 19680 3600 68 _ 1378 64 782 820 462 299 1254 1204 496 N 67 45I6 215 1752 _ 2886 230i 1167 175 143 1662 282 68 637 32 361 280 150 156 43 26 209 37 69 203 3 162 52 83 22 401 283 43 2 - 8O - 61 '139f 9652 90 437 748 5048 673 4576 478 2906 299 209 -3334 -1958 476 - 3682 104 - - 12 C6aEegttrO4 Page 3 I

ClusterPLt.,)5 2000 Indiwidual Cluster Locations (in r+um•ricd ord.r) Niwre Cauns Nwet '... Nirrs Cluster SO1: Cluster S02: Cluster S03: Cluster U04: Cluster SOS: Cluster R06: Cluster 507: Cluster U08: Suburban Establishcd Wealtl~y .... »...»..»...»..»...»..._..»........»...........»...»...»....... _..... 4 Suburban Middle•ABe Afflwenc with Kids ...................... ......».... ..»...».. .... »...» .............. 6 Suburban Well Eduaced Profeadonals...... _....... »...... .... ».._....... .... »...»...... .... » .............. 8 Upscale Urban Caipla............ » ................. »....... »...... .... »..»...»..»........ »..»..._................ 10 Average Age Suburban AfBuent with Kids .....»...».._...».._...»...»..»..._..»...»..._.._............ 22 Rural Affluents. New Homes ................. ................................................ ................. 36 High Income. Younger F.milia in Suburbs ..»...»..»...»...»..»...»..»...»..._.._...»................ 14 High Income Urban Prafesaauls».. ...».._...». ..»..»...»..»...»................ ..._..._.......... ».... 3 8 Cluster S09: Cluster U10: Cluster C11: Cluster 512: Cluster S 13: Cluster U14: Suburban Older Coupia. Profe>oonals.»..»...»..._.. ....».._...»...»..»...»..»...»...»..»...»........12 Urban New Farnilia, New Homa...»...»...»..»...».._...»...»..»..._.._..._...»..»..._.......»..._.. 26 Center Ciry AEfluent. Few ...._..».......»...»...»..»..._..»........»..,...._......._......._...»..»....14 High Inaxne, Secded Suburban Fansilis...»»»..._......._..._.._......._.»»..._..»...»..»...»..._...40 Suburban White Collar. High Value Has~.r .»...»..»..._.._...»...»..».»_..»...»..._..»...»»»....42 High Incocne, Urban Whits Collar, AFaranena & Condos _...».._...».._...»..._..»...»..»....44 Cluster Cl S: Center City Single Profesdonah, High Rant AparQSeao »..»....»...» ...............»....... »........46 Cluster R16: Ctuetc C17: Cluster U18: Cluster T19: Cluster U20: Cluster 521: Cluster S22: Cluster U23: Rural Average Age Worlda8 CouFia.fsh Kids ._..»...»... ........... »...».................. ......28. Center CitF Pmfasional: & Rsdrea, Aparvsaat3lc Coesdos 16 Younger Urban Hi.panlc & Asian Hoas.ownas . ....................._..._.._....30 Small Town White Coilar, Awn;e Ap.nd Ineoeu..»...».._..._...»..»......._.»»..» .............86 Profadoaal and White CoWr Urban Redrea...»..»........»..»..._..»...»..._......._.......»........68 Suburban Married Coupla._...»...».......»..»...».......»...»..»...»...».._...»»_.._..._..»...»..»....7 0 Youagar Suburban Feznitiee, Dual taoone»...»...» ..................... ».._..._........... »..»............. 52 Urban Your4er F.milia, Low Value Hoeaa »...»..»...»..»...»......._. 54 ..»..»...»..._.._. Cluster U24: Cluster C25: Cluster R26: Cluster C27: Cluster R28: AvesaBe Income Urban Aparmsent D..dlers, Fewer Kids.... ........ »...»...... .... »..»...»........ 72 Young White CoWr Sia;ia, C.oaer City Apartment Dwdiers»...... ».._....... »....... »........ 56 Rural, Secsie+d Blue Couar Fs=silis with Kid. »...»..»...» ................ »...».._...»»..... ............. 88 Younger, Avarye Iacocne, Cmter City HisQanics, Agarseenc Dwellers ........................ 58 Rural, Setded Con~lm Low Value Homes. Below Average Income .»...»..»...»..»...»........90 Cluster C29: Clusta U30: Cluster U31: Cluster R32: Cluster C33: Cluster C34: Cluster S3S: Cluster U36; Ctusaer T37: Cluster S38: Center Citr, Average Ats, Few I€ide, Below Average Inooass...».._..._ ............ ...»...»...»...74 Average ABe, Urban Homeo.mers, Low Value Hotns...._.._..._..»..._...»..»...»..»...»..».... 92 YounF Urban Apa~n.nc Dwdlsss »...........»..»...»..»...»...».._..._.......»...».._...»..»...»...»...60 3tMal Raor, ~d.d Hom.oassas».......».»».....»_.......» ..»...».._.......»..._...»..»..._..».».76 Gnttr CitF. Ar.raBe Age and Income. Black SinBia........... »..».... ..._..»...... .....».......»..104 Cwaew ChY, Yoatig.r AvesW Iacoma Hispenia and Asians ».»_...»...........»...»...»..»..106 AversBt A8e and Inooase. Suburban Blue CoiLs Woricas.»»..._.......»...»..»..._.._...»..»....94 Urbs.Yowqc, Average Incane, Edsaic Mu........»..._..»...»...».._...».._...»............_.._..108 Sar11 Towcs, B.io.r Average Income, Blue CflWr.nd UnsloWd .»..._.......»».»............»...96 Subarban Rsdred Hoen.otrners........ »...»...»..»...».......»...»..»..._.......» ..............»_...»...»...78 Clamr T39: Low Lneaee, Small Town Redr.a........ »...»..»...»..~....».....».......»..._..._.......»..».»»..._...80 Cluster C40: Cluste: R41: Yoaasec Mobile Ceater City SiaBia»...»..»........ »..»...»..»».» ..........................».......»..»....62 Rural, Setded Families with Tee~ ...»..._... ....»...».......»...»......... .......»...»...»...98 0 Cluear R42: HisQasic Families with Kids ...».»»..»».».».»......-. .»..._»»..128 Rural Low Income ~ , , ~ Custer R43: Blue Coilar ... .------- Rural Below Avrsage Ineame ~ Cl U44 . . 140 k Ftmitia I m Bl U b A L A ~ uster : Cluster S45: ........... ow nca e., ac r an, .ersge ge, Suburban, AveraBe Age Blsch, Low Mobility ...»..». .....»...»...»..» .................-..-...»..». 142 w cn Cluna U46: Urban, Aveap ABe, Low Income, LAM Reac 116 -0 P C7utWRUS' 2000 Enhor+c.d Cvwn Orexrip+ion C'wido sowa.: SM/. SMRa 199,d

I I • ClusterPLUS 2000 ENuwm Cursm N Gum Nuars dMM N4r PA« Nw~ Qnac R47: C1vsow U48: C1usta C49: ©uscc SSO: Clustc SS 1: ('ustc C52: Cluster TS 3: ©usta CS4: Cluster CSS: Quscer RS6; Chmtc CS7: Clustsr GS8: Clustc G59: Cluster G60: YOWMW UB Working ................................... 118 L.arte Funilies.....».._........_.._...»...~._..._..» ........... ..........144 Csatc Citr. Low Iawme Black Fsmsle Head of Hamehdd ..._.._.._............»..»... ,..».. i~ YSabvrbaa, Unsidll.d Lborers..».._...»...»..»....» ......... ............._...»......~µ_._..._..._.. 120 Center Gtr. Middle-ABe, Low Income, Old AFarsaaso ....w.........._.._...,....... _..._.. ,.122 Small Town, Low Inoome, Etfutic Mis .................................... .....»..._..._......._..»..130 Center Gty, Yowqes, Blaeics with Kids ......... ... ....... ........ . .»........... 132 Center City, Low Income, Mobile, Hispaaic Funilies .... .... _..._....... _.._........»..»... ......1 S0 Rur.l, Setdod Bl.cic Familia ......... ........ ........ »....... .... ....».... ......._..._....... _..._............... 134 Center City, YoaaBer. Lowmt Income. Black Female Head of Housefiold» ....................152 158 Qvarnrs: .... ~~ .._.... ..~»..»....~ .. .. ....~_... ...»......._. ....._...»......._.......».._ ~ Milit+:'Y » .160 Group Qu.rtas: Oe#ia lsssctutions ........... ......._... ............_............».._...».. ...»..._.._..162 Gum.rRUf 2000 EmSano.d C/ud.r Oaaiphon Gvid. Sanes: SMt. SM1t8 1 Q9'd

~ QM MmW N1V Nm ~~nQ~~RRv~~g ~~~ c ~. I I F 962298ItiQz

I I .,  ClusterPLUS 2000 004: sm.u T.~ T19: Whits cdlar, avesBe age & inootne, aversg value horna T37: Below average inoome, lea.ducaced, blue cdiar and uKlalkd T39: Low uscon'u. rcdraa. low mt apat:nents, kmale head of bousehold T53: Low incoms, esttinse ezus, unalcll.d worhas OOS: Rt.w R06: Well eduated, afBuest coapla, settkd. new homes R16: AveraBe age wotidns couples with loda. white collar, new homes R26: Seaied blue collar familia with lods RIB: Sstzied aoupl.a. low value homes, below av:rage uxome R32: Rearea, below average income, setxl.dL hom.own.rs, newer homes R41: Setdsd. familia with tsena, below average income, some 6rn+.:s R42: Hispanic fa:rulia with lods, low incomt. setded some fareners R43s Blue collar & unsiclled below avasBe ux:ame, lesa.duatd, redsees R47: Below average uxvme, worianB ooupks, blue cdlar & unsicll.d RS6: Black fimili.s, low value newer hoesa, aeetied 6064 a04p 01Mi!=f GS=: Group Quarwx Coil.B.s GS9: G:onp Quaroaes: Militsry G60: GroeP Qwrtem Other Insatuao%s

1 8 ClusterPlUS 2000 ENwuraD CuMne Desae~r~oN Cs=4 Tabi. of Contwts Rho Individval Cluster Locations ...................................................................................... ......... ju Classification by Urbanithy Group ................................................................................. v I~th~od uction .................................................................................................... .......................... v4i Enhanc.d Cluster D.scriptions MMe.trf.~.~ Ctus= Oeau. 01: Inuar. Otam 'aowsaosaas. !rM[ Ram bsww 1 Cluster SO 1: Suburbaa F.eablished wedtf:r....».. ....»...»..».»_»»...»............_..»..._..._»_.».».». 4 Custer S02: Suburb.n Middle-A8e Affluent.rith Kids._..»»._.._»._..._.._..._»_.»........._...»...».......~....6 Cunc S03: Suburbea weil Educaad PioEesssoests.....».......».._..._..._..»...».._..._.»_.._...»...».......»....8 Cliater U04: Upscale Urban Couples .»..»...»...»..»...».......»...»..»...».._...»...».._...»..»...»...»..»..._..»...1 0 Qumr S09: Suburbaa Oidet Coupim Professonals ...»...»...»..»...»»»..._...»..»...».._...»...»..»...»..»...12 Clusner C11: Cente: City Afflnsnt. Few Kid~ ...»..»..._..»........»..»..._.._.»_...».._...»..»...»...»..»...»»»...14 Clatit.r C17: Ceeta City Profesdenals & Redrees, AFarmsena & Candoa..... »...».._........ »....... »..»...16 Mutv-Pµm Cwsts Oaoue Anwmn Yowwm Frwi.as '11 Cluner SOS: AvaaBe A:e Sabvrben Affluent wnth ICids----------------- -------- ».---------------- ..22 Cluaer S07: High In=me. Younger Fanrili.s in Snbarbe....... ..».......»»._..._......._..»...»....... »...........24 Clvue: U10: Urban New Fnrnliea, New Hoe~..»..._..»...»......._............_.»_»_».....»..._..._.._..._.._...26 Clustier R16: Rural Average Age Woeldn; Couples.neh Kid~_.........»_».»..._.._..._.._..._»._..»»....»»..28 Cluuss U18: Younger Urban Hiepasie & Aeiaa H~o~s.....»....._........».._..._.._.»_..._.._..._.._...30 Muttrfterot Gwr>! OtaW 033 tJwe" AvMAw A.e, hw C~ Cnwr R06: Rural AE$uana, New Hcmes................... ..»....._...».._...»..._..»...»...».._..._..»............ 36 Cln.ac U08: Hi;h Incame Urban ........................................... 38 Clvs:ar S 12: High Iaoome. Setded Suburbaa Famili.r......_...»..»...».. ...._..._.._...»..»..._...»..»..._..»...40 Clrstsr S13: Suburban Wbite CdLr, High Value Hotaee»...»..»..._..»..._...»..»...»..»...»...».......».. ...42 Condo.....».._..._..._..»..._..»..._...»..44 Clusta U14: High 1noome. Urban White Cailar. A{urc:+ena & Clafter C1S: Cauer City S+n81e Profimionals, High Rent A~arcesa:a...»..._.._...»..»..._..._..»..._..»...46 33 MktI-fAeroa CunM O.oW 048 Yaws, AvEeM Mioaw. A.eerwff OwMtM N Clusrer S22: Younger Suburban F.milies, Dual Irxrns~e ...»..._..»...»»_..._..._........... .... _...».......... »...52 Clutte U23: Urbsn Younger Fs:rriliee, Low Value Hoensi....».._..._»_.»_...».._...»..»..._...»..»..._.._...54 Clnna C2S: YeanB whia Cdlu Si*es. Center City Aparaneac D.~silas ..»...».._...»...».._....... »...56 Casta C27: Yaqapr. Ar.rW Iaaome+ Center City Hispatua, Aperttnent Dadless..»...».._...»..»...58 Clasta U31: Yeeung Urbus Aparaa.nt Dw~ellers..»...»..»...»..._.._...»..»............_...»..»...»..._..»..._..»...60 SiuBia ...»..»..._.»_..»..._»» ................._..»...»..»».»...»..»...62 Cluuer C40c YaanBa Mobile Cenar City - ~ /UuwM.em C~ Oeow 0is Av.ea Nnow. f..oes. /yw C~ Cluu.r U20c Proi.ionel md White C,dlar Urban Rsdrea...»._... ............»»..~......._»_..»..._...68 CaS21: Sabaeben Married Caapls»...»............_...»......._.._..._...».._...»..»...».»_..........._...»..._..TO Ciuwa U24 A.~ase izxoet~e C1~ar C29 Csat.r Citp+ Av.rals A;s, Fs+r Kids, Bdow~ AveraBs Inoome ._.._».....»..._..._..»»._»_...74 Clnsor R32: Rurtl Rsdrw, Setti.d Hom.ow~nea .......»...»... ._.....».....»..._.....»_....».»...»..»...76 0 ae;er S38: Suburban Rat#red Hameo.rttien ..»..»............ »..._.._..»..._...»....»._...~......»..~..»..._»_...78 Clnear T39: Low Iaoome+ Small Town Redrese ...... »...... »..._..» »»»..».........» .»»»..._.......80 C1u.rrftS' 2000 Enl+ane~d Cue+.r OreeripHon Gvid. Sowo: SW. SMRa 199'd

.• ClusterPL! 'S 2000 ENINAMM CunM &MM Muttrf,ravt Ctiusts ftow Obt AvMAa Ue0ow. WX CaLAt liowow~~s u Chucsr T19: Small Town White Cdlar, Average A8e and It~ccase._...»..._..~.._. .».»»..._.._...»..».......86 C1nsar R26: Ru:al, Seed ed Blue Collar Ftmilie; with Kids»..»........ ....._ ................_..._.._..._..._.._..88 Clnear R28: Rsual, Setd.d Coaptes, Low Value Hoenes, Below AvaaBe Iaoome _..._.»».._......._...»..90 Chaca U30: AvsnBe ABe, Urb.n Hcta.o..nars, Low Value Homes ....»._......._.._»~......._..._..»..._..92 Clnsoa S3 S: Avera;e A;e and Iraxise, Saburb.n Blue Coilsr Workers.-- 94 Clusta T37: Small Town, Below Average Iaoome., Blue Collar and Ua:ldlled ._.._ .........................._..96 Clusta R4 1: Rural, Setded Famili.s with Teens..._..»...»..._......._ ......._.»_..........» »._..96 MuuN.eroa tuunt Oeow 07: Yaumwt, Avwrr.e Mroo+Mt, &..e Mpt 101 Cu:<er C33: Centa City, Average Age and lncorae, Black SinBi.a...»_....»......_».....».....»_..._..»...» 104 ChA.r C34: Center City, YamBer Average Income., HiAQania and Asiana ....._»»..._»_. .._106 ..»..._..». Clusoer U36: Urbaa,YounKer, AveraBe Tneoerua Erisnuc Miz......»_.._......._..._..._.._...».._.»»...........».108 AUVTM.ACM aWM wM. a: Low roow, wM cou^ tiw c~ 111 Cluecet R43: Rural, Below AretaB+e laaocne, Blue Cflllar..._.»...»...._......._..._......._. ._»._..»..._114 Clusar U46: Urban, Average A;e, Lo.Incoane, Low Rsnt........... 116 Clurter R47: Rural, Below Average lncaese, Worions Conpiu ..»............» ................».._..._..._..»..._118 Clus;er SS 1: Suburbaa, Un:lrilkd Lboeers _............_...»..» ..............»._............_.._..._..w.._..._..»..._ 120 Cluoer C52: Cetitsr City, Middie-Age, Low Income, Old Apareneaa »._»._...~.. ...».._. _ 122 Mumrf.etoa austt a.ap 0*t Imw IMCow Imas. Fiwas wwm d~ 1 SS Cluster R42: Clnsaes T53: Clusta CS4: Cln:s,er RS6: Rural. Low Ineome, Hiip.aic Families.mh ICid:.---------- ~»....»...._. .»...»128 .._..»...»...». Small Town, Low Ineowe, Edunic Mix »...»......._...»..» ...............».»._...»..._.._..._..»...» 130 Center City, YoamBer. Blacks with Kids....»..»...»..._.._..._»_...»...»..»...».._...».......»...» 132 Rural, Sectled BJsdc Fuailia ..»..._...»......._..»..._......._..._.......».»».._...».._. .» 134 MuutfAem C+wtn Oeow t 0e 1ow r+eow. Youpo.a, lw..e Mot 137 Cluster U44: Cluusr S4S: Urban, Avetaes Age, Low Ineaene, Black Fuailise.».._»....._...»..._.._...» ..».._..._..»..._ 140 Subarbaa. Arerap Age Elacio, Low Mobiliq .._......._ .................»» .» 142 _..._..»..._...»..». Clnsar U48: Clnuer C49: Clu.oc SSO: Younger Urban Hbpaaia, Large Fstnilies ...»..._.»».._..._..»..._..._.~..._.._...»...».._...» 144 Cwet.r City, Low Ineame Blscic Feasale Hsad of Hou~old.......»».»»»..»...»..._.._...» 146 Younger Subarbaa Hispaaia........................... ..».._._..._.._..._..._.....»_.._...»...»..... 8 C1=tw CSS: Clueoer CS7: Cenae Citp, Low Iaoome, Mobile, Hispanic Fu~ilis:....».._»._..._.~...».._..._...».......» i SO Ce~ar ChF, YcwW, Loaeec Income, Black Female He.d of Honsehoid...»...»..»...» 1 S2 1Ku«rf.aoe G~ OGou. l t s 4MP Oweirs 1 SS GS4: Gev.F Qoarou~ Csllsps...».._...»...»....... »...... ......_.... ....» .............._...~»................_».» 1 S8 Chnta C~ ~ C'~ev.*Qoaror ~ Militerp».._......._...»..»...»..»........_.... » 160 • Gevw Qtitaroas: OdC bmicadans, ._.._..._.._..._ .............»....»»...».._..._...»..»...»»»».» 162 App.- di~c 1 CLaswe Owosiw.c Ouawrin Owiraws . P--_" ~ 2 - ir Cw.nt Ouarmes 1f3 173 Clu&*ltU.S' 2000 Enl+a+e.d Ch.w OwaipAon Guid. Sowe.: Sw. SMRa 1991

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