Tobacco Documents Online

TARGETING ISSUES FOLLOW-UP QUESTIONS I. ADVERTISING ...................................... 1 A. Theme 1 -- Cigarette Advertising Targets Youth ................................. 1 I. Newspapers ................................. 2 2. Magazines .................................. 4 a. Does PM attempt to run its ads in any particular sections or part of the magazine? If so, why? ................... 5 b. The "audience delivery" data provided by Leo Burnett, in its memo to PM re: "the percentage of adults in the total audience delivered by publications utilized by Philip Morris, U.S.A.," discuss "total adult (18+) audience." Is age 18 the ad industry standard for determining "adult" readership? Can PMmake 21+ data available? ............................... 6 c. How does PM ensure that it adheres to the Advertising Code's requirement that "no one depicted in cigarette advertising shall be or appear to be under 25 years of age"? .................................... 8 d. The Advertising Code states that "cigarette advertising shall not suggest that smoking is essential to social prominence, distinction, success or sexual attraction .... - What PMads that have been run are most likely to be attacked by anti-smoking forces on this ground? ...... 8

Page 3. Out-of-Home Advertising ("OOH") ............ 9 ag Does PMhave information on the demographic breakdown of subway ridership to enable it to determine the percentage of riders who are under 187 ........................... I0 bo What is the demographic breakdown of the age groups that watch sports events on TV? .................................. ii B. Theme 2 -- Targeting Minorities and Women .... 12 i. General ................................... 12 a. What percentage of PM's overall print ads are run in minority publications? What percentage of OOH advertising is minority-directed? ...................... 13 Newspapers ................................ 14 a. What percentage of overall PMnewspaper advertisements are directed at blacks? ................................. 14 At hispanics? At women? Does this include Virginia Slims ads? b. Does PMplace minority ads in general circulation newspapers? ................. 15 What factors lead PMto place a minority or female ad in a general circulation newspaper? .................. (ii) 15 o

: Page Magazines ................................. 16 a. How does PMchoose women's magazines in which it places ads? ................. 16 Does PMrunmagazine ads featuring blacks and hispanics in nonminority publications? What percentage? ......... 17 4. OOH Advertising ........................... 17 a• What are the principal forms of OOH advertising that PM does with respect to women? ....................... 18 Ce Theme 3 -- Association Between Sports and Smoking ................................. i. Newspapers ................................ 2. Magazines ................................. Aside from the Virginia Slim "Ginny Girl" advertisements, does PMhave any other sporting symbols where a logo has been developed showing a person holding a cigarette and being involved in a sport? If so, what are they? ............................... 22 22 23 26 II. 3. OOH Advertising ........................... 26 PROMOTION AND EVENT SPONSORSHIP ................. 29 A. Theme 1 -- Promotion and Sponsorship ......... 29 i. Promotions ................................ 29 a. How recently has PMgiven away general (not racing) Marlboro Man posters? ............................ 31 (iii) 0 0

Paqe 2. Event Sponsorship ......................... 37 a. How is signage displayed at rock concerts? What steps does PMtake to ensure that rock concerts do not draw a crowd made up of predominantly youth? What audience is PMtrying to reach when it sponsors rock concerts? ......... 39 b. Is sampling done in conjunction with Spring Break-type events? .......... 41 c. Identify sporting events that PMhas declined to sponsor due to youth concerns ................................ 42 B. Theme 2 -- Targeting Minorities and Women .... 43 i. Promotions ................................ 43 a. Types of Minority Promotional Items -- What sort of specific promotional items, if any, does PM use to attract minorities to its products? ............................... 43 b. _Types of Minority Promotional Items -- What sort of specific promotional items, if any, does PM use to attract females to its products? ............................... 44 c. Does PMdo promotional mailings to zip codes in inner cities because of the likelihood that the recipients will be minorities? .......... 44 d. Relative PMActivity -- What proportion of PM's promotional budget is spent on activities directed towards blacks? Towards hispanics? Towards women? ...... 44 (iv)

Paqe Event Sponsorship ......................... 45 a. Criteria -- What are the criteria that PMuses to determine whether an event should be sponsored for purposes of promoting products to minorities and females? ................. 45 Theme 3 -- Association Between Sports and Smoking .................................. i. Promotions ................................ 2. Event Sponsorship ......................... 46 46 47 (v) o o -..I