Tobacco Documents Online

PM21 Communications Framework - Work Session- March 2001 1 1

Purpose • To solidify planning opportunities for the overall PM21 effort - Applicable m second-half 2001 - Looking ahead: Planning forfid1-year 2002 Z

PM21 Advertising Communications Architecture ~ SoiiPtalAligulrieret i PM9] Cnmmvnieanon Olye<tivq: Image Building + Aadience: Str.Mgy: Shared Values (...Aidne.uuMem) • P.imary ~P.ig. Messages: Making A Difference I-OL AM AA HISP. Responsible Muketer/Manutachuer of Tobacco (Opm & Nnuntl a/ % Strengthening Efforts To ProtectKids Informed Choices NormallzaHon Oe+( annifin Fnrtu~ulUU CuJ 1 More Than A Tobacco Co. 17

Overall Societal Alignment Context A. simple articulation of what all the efforts and energies of PM21 a re contributing to... acietal A[tgnment t l \ Understand Cammunicate 5

Situation • Entering full-year 2 on PM21 advertising effort - With a desire to step back, define and reronfirm audience groups/priorities - With a renewed priority on Responsible Marketer/Manufachver of Tobacco messages - With a new understanding of how and why specific messages work, i.e. Brands I Opportunities (1) Develop a refined PM21 Communications Framework that puts audience, message and media vehicles in the context of overall Societal Alignment efforts ® Re-apply our PM21 planning approach to a refined audience/message/media landscape to maximize the impact and efficiency of the overall PM21 effort 3

PM21 Advertising Communications Strategy How We'll Build Image The second prong to the strategy... ® Responsible Marketer/Manufacturer of Tobacco • Goal: Address responsibility message in art open and /wnest way - Proof points for how Tobacco Is Changing • Focnsing on two key initiative areas: - What PM USA is doing to strengthen efforts to protect kids (keeping cigarettes out of kids hands) - What PM USA is doing to help aduks make informed choices about tobacco • Tactically, approach from both an emotional/ stories perspective and in an information-oriented perspective - Decide which based on audience and the "appropriateness' of message - Campaign(s): TBD • Also, consider development of competitive response strategies 15

Agenda The Societal Alignment Context - Focus on our role in bttage Building PM21 Audience Groups - How they were chosen - How they were refined (for advertising purposes) - How they are discrete The PM21 Advertising Communications Strategy - Objectives, Strategies & Messages The PM21 Advertising Communications Architecture Optimizing The Audience/Message Connection Next Steps Qv 4

Societal Alignment & Image Building From a broad Societal Alignment perspective, PMMC Senior Management chose seven audiences on which to focus via key operating principles... - Shaping an environment that permits the company to achieve its business objectives Goal: Audiences: Gavemm<nl Civk Leaden 8vakn Cummv,tily Mteo Cnmm tlte ~ O nvam~w.~ U~..wry 7

Societal Alignment & Image Building Goal: PM21's Job: .Sodetal.Alivunent Image Building 6

PM21 Audience Groups Refr'ned Then, we applied some of our tools to further refine the audience groups for advertising purposes... Methodology • MRI data is a syndicated research resource that provides consumer insights and behaviors - We look at two key variables, index and coverage • Index-Determinesaudience'sp.opensltytoactvsthegeneralpopnlation • Coverage-Percentoftheaudiencereached Purpose • MRI allows us to better understand our audiences - Develop picture of audiences' a_ualitative attributes - Further explores lffestyles, activities, and passions Outcome • Therefore, we are able to strengthen the message's impact by creating a presence in audiences' "passion media" - Attentiveness - Positive association 9