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MARLBORO ULTRA LIGHTS TMT CUMM ULATIVE WEEKS 12-15 JULY - AUCUSTi 1989 ORIGINAL WEIGHTING Prepared For: PHILLIP MORRIS U.S.A. 120 Park Avenue New York, NY 10017 Prepared By: WINONA MRB, INC. 8200 Humboldt Avenue South Minneapolis, MN 55431-1486 CS/-CiiZ6tr07~ )

• WEEK 14 Interviewing for week fourteen was conducted August 3-9, 1989. A total of 1000 random sample interviews was to be completed, 500 in Indianapolis, Indiana, and 500 in Portland, Oregon. The data for week fourteen has been weighted to reflect national proportions for size and tar level. The following table illustrates the unweighted and weighted distributions and associated weight: Portland Indianapolis Unweighted Weighted Weight Unweighted Weighted Weight o % Used % % Used King Size Full Flavor 29.8 29.4 0.987 28.1 29.4 1..043 Flavor Low 20.0 22.4 1.120 23.6 22.4 0.949 Ultra Low 5.2 4.9 0.942 5.0 4.9 0.980 Other Kings 1.8 0.3 0.167 1.2 0.3 0.250 100's/120's Full Flavor 14.3 14.4 1.007 12.3 14.4 1.171 Flavor Low 20.8 20.3 0.976 18.7 20.3 1.086 Ultra Low 6.7 8.0 1.194 8.9 8.0 0.899 Other 100's/120's 1.4 0.3 0.214 2.2 0.3 0.136 ?.'.GLC4Z6t0Z

0 WEEK 15 Interviewing for week fifteen was conducted August 10-16, 1989. A total of 1000 random sample interviews was to be completed, 500 in Indianapolis, Indiana, and 500 in Portland, Oregon. The data for week fifteen has been weighted to reflect national proportions for size and tar level. The following table illustrates the unweighted and weighted distributions and associated weight: Portland Indianapolis Unweighted Weighted Weight Unweighted Weighted Weight % % Used % % Used King Size Full Flavor 26.4 29.4 1.114 30.1 29.4 0.977 Flavor Low 23.8 22.4 0.941 22.9 22.4 0.978 Ultra Low 4.8 4.9 1.021 4.2 4.9 1.167 Other Kings 1.2 0.3 0.250 0.8 0.3 0.375 100's/120's Full Flavor 17.5 14.4 0.823 13.5 14.4 1.067 Flavor Low 17.1 20.3 1.187 18.5 20.3 1.097 Ultra Low 8.1 8.0 0.988 8.4 8.0 0.952 Other 100's/120's 1.0 0.3 °0.300 1.6 0.3 0.188 R5~'C0Zcat0Z

MARLBORO ULTRA LIGHTS TMT WEEKS 12-15'- AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA TABLE OIA (continued) MARLBORO ULTRA LIGHTS - SUMMARY TABLE REGULAR PREVIOUS MARLBORO ULTRA LIGHTS SIZE TAR LEVEL BRAND BRAND Q.52C <--------------------------------------- > < --------- > < --------------------- > <---------- > <--------- > NON AWARE TOTAL FULL TOTAL FLA MARL MARL MARL MARL PURCH TOTAL SMOKER ASER TRIER CONV- NON TOTAL NON 100'S ERTER TRIER AWARE AWARE KINGS 120'S FLA VOR LOW VOR TAR LOW ULTRA LOW BORO BORO FF LIGHT BORO BORO FF LIGHT CONVERSION 0.06 1.00 0.08 0.06 - - 0.06 - 0.06 0.06 - 0.08 - 0.32 - 0.12 Lr,G Li:y VLr6tlJSs

MARLBORO ULTRA LIGHTS TMT WEEKS 12-15 - AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA CONVERSION TABLE 02A (continued) BENSON & HEDGES DELUXE ULTRA LIGHTS - SUMMARY TABLE REGULAR PREVIOUS MARLBORO ULTRA LIGHTS SIZE TAR LEVEL BRAND BRAND Q.52C <---------------------------------------> < --------- > < --------------------- > <--------- > < --------- > NON AWARE TOTAL FULL TOTAL FLA MARL MARL MARL MARL PURCH TOTAL SMOKER ASER TRIER CONV- NON TOTAL NON 100'S ERTER TRIER AWARE AWARE KINGS 120'S FLA VOR LOW VOR TAR LOW ULTRA LOW BORO BORO FF LIGHT BORO BORO FF LIGHT 0.18 - 0.04 0.07 0.08 0.28 0.17 0.20 - 0.30 Sqzeoki1tr ® 0.23 - 0.44 - 0.19 0.27

MARLBORO ULTRA LIGHTS TMT WEEKS 12-15 - AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA TABLE 02B (continued) BENSON & HEDGES DELUXE ULTRA LIGHTS - SUMMARY TABLE AGE MEN . WOMEN <--------------- >.<--------------------- > < --------------------- > TOTAL 18-24 25-34 35+ TOTAL 18-24 25-34 35+ TOTAL 18-24 25-34 35+ j_!atEa0Ztt't0e' EDUCATION INCOME < --------- > <--------> NO ANY UNDER COL- COL- $30K $30K+ LEGE LEGE

MARLBORO ULTRA LIGHTS TMT WEEKS 12-15 - AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA TABLE 01AAA (continued) MARLBORO ULTRA LIGHTS - SUMMARY TABLE BASED TO WOMEN REGULAR PREVIOUS MARLBORO ULTRA LIGHTS SIZE TAR LEVEL BRAND BRAND Q.52C <--------------------------------------- > < --------- > <--------------------- > < --------- > < --------- > NON AWARE TOTAL FULL TOTAL FLA MARL MARL MARL MARL PURCH TOTAL SMOKER ASER TRIER CONV- ERTER NON TRIER TOTAL NON 100'S AWARE AWARE KINGS 120'S FLA VOR LOW TAR VOR LOW ULTRA LOW BORO FF BORO LIGHT BORO FF BORO LIGHT CONVERSION 0.07 1.00 0.09 0.07 - - 0.07 - 0.09 0.05 - 0.09 - 0.28 - 0.15 '8ZE0ti 6V0Z

MARLBORO-ULTRA LIGHTS TMT WEEKS 12-15 - AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA TABLE TITLES 83A COUNTY 83B COUNTY o.LLF'ozbi7oz

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MARLBORlCJLTRA LIGHTS TMT WEEKS 12-15 - AUGUST, 1989 (INDIANAPOLIS - BLUE/WHITE) WEIGHTED DATA TABLE TITLES OIA MARLBORO ULTRA LIGHTS - SUMMARY TABLE 01B MARLBORO ULTRA LIGHTS - SUMMARY TABLE O1AA MARLBORO ULTRA LIGHTS - SUMMARY TABLE BASED TO MEN 01BB MARLBORO ULTRA LIGHTS - SUMMARY TABLE BASED TO MEN O1AAA MARLBORO ULTRA LIGHTS - SUMMARY TABLE BASED TO WOMEN OIBBB MARLBORO ULTRA LIGHTS - SUMMARY TABLE BASED TO WOMEN 02A BENSON & HEDGES DELUXE ULTRA LIGHTS - SUMMARY TABLE 02B BENSON & HEDGES DELUXE ULTRA LIGHTS - SUMMARY TABLE 03A CAMBRIDGE ULTRA LIGHTS - SUMMARY TABLE 03B CAMBRIDGE ULTRA LIGHTS - SUMMARY TABLE 04A CARLTON - SUMMARY TABLE 04B CARLTON - SUMMARY TABLE 05A DORAL ULTRA LIGHTS - SUMMARY TABLE 05B DORAL ULTRA LIGHTS - SUMMARY TABLE 06A MERIT ULTRA LIGHTS - SUMMARY TABLE 06B MERIT ULTRA LIGHTS - SUMMARY TABLE 07A VANTAGE ULTRA LIGHTS - SUMMARY TABLE 07B VANTAGE ULTRA LIGHTS - SUMMARY TABLE 08A VIRGINIA SLIMS ULTRA LIGHTS - SUMMARY TABLE 08B VIRGINIA SLIMS ULTRA LIGHTS - SUMMARY TABLE 09A WINSTON ULTRA LIGHTS - SUMMARY TABLE 09B WINSTON ULTRA LIGHTS - SUMMARY TABLE oq'LCOZ6~oz I