Tobacco Documents Online

September $, 1959 As information, John Peace said on the phone this morning that Vanguard Cigarcttes ::ill soon move into the New York market. The makers of Vanguard are now contacting r~edia to see if they will accept their ~dvertls~ng. ~!G-cgf !Ioward Gray

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In no manner may it be construed that the above reproductions in any way indicate any type of.end:t~e- ment or approval of Vanguard or any activities or product* of the Bantob products Corpor~tton The items a~ reprodUCed only as a ~ampUng of the news coverage with regard to our Vangusrd Story,

TELEVISION COPY WI'ILLIAM ESTY COMPANY I NGoRPORATIID ADVERTISING STREU • .+W ~ORX 1~. N. *. • OX 7.,600 T-3-~o fad,.~ 5n CU of ~-al ~:ith m~? s l~ndD o~er he;- e,ves, She inha!cSo Super: "TASTES SO ~.Li.;3) TOU THI.NK IT IIAS A FYIT~," She o;~a!es as m~n removes his h.-nnds and she reacts to ciKarotte. Super: "TASTES SO ~~CH YOU K~DW iT DOESN'T°" Cut to Brc.ndon pack larger in screen !eft~ ~,ider shot of smok~-u~ ccup!c, cue, :-:ords ':PuZIBI~-~ 7" move in f~o~a screen right ~nd p~mS.tion the.raze!yes across lo-::or screen. On "REIq~LEND 7" pop, s off and op.-..nod Bra.ndon pack donin.--tos ~oi, sce:~.e~ Iin2o,~ nu smok:~ scene still Ln b.g~ AUDIO 1. M,!NOUNCER: (V.Oo) An important new clgarctte. Full Ning-Size Br~mdon~ 2. Brandon tastes so mild you think it has a filter.., ~o ...tastes sorlch you know It~doesn't. 4, Newly deve!opcd ReyBlend 7 makes it possible, T~D, Brando~..It's (~us~c uP A~D OUT) OM TCD I

.TELEVISION COPY e WILLIAM ESTY COMPANY ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. * OX 7-1600 L:ia.'.:oivo to p~.ck, a:~all screen loft, Dia-~olvo in b~gj glri~s h~ds ovc~-, mau~s oyoe. Su~r: "Tf, Si~S SO MILD YOU THINK 3T HAS A FILTER." As he c~-~aics, girl takca reacts to cigarott~ RICH YOU lq~O':i IT IX)~SN AUDIO ~31!'ICUI!CE~: (VoO.~) New full King-Size ~candon, o ~ ~,~tastes so mild you think it has a filter,,, ,~ta~tes so rich you

TELEVISION COPY Wi'LLIAM ESTY COMPANY I NCORI~ONA~ ADVERTISING 100 EAST 42ND STREET * NEW YORK 17, N, Y. • OX 7-1600 tnstcs so mAld you think it has a filter " .,., i .... v~o so rich you !~no:: it doe~u. ~t,

TELEVISION COPY WILLIAM ESTY COMPANY I NCORPORA'r~.~ ADVERTISING 100 EAST 42N0 STREET • NEW YORK |7, N. Y. • OX 7-|800 ~o

TELEVISION WILLIAM ESTY COP COMPANY I NCORPORA'I'~'O ADVERTISING 100 EAST 42ND STREET * NEW YORK 17, N. Y. • OX 7-1600 VID~O io Slide: Brandon pack slightly ti].ted i, Sl~do: B1-~don pack in CU screen ].eft. 2, Cop[n "IAST~S SO ~ILD YOU THINK IT K~,S A FiLTI,'~... Th~TE5 SO RICH YOU [~NOW IT DO',~SI,~ : T. " S]idc: Branden p-~ck slightly tilted ECU. Lettering '~ii. ~ c new" AUDIO ANNOUNC}~: (brought to you by...)... full King.-Size Brandon~ An Importan~ n,~w cigarette, Br~udon tastes so mild you think it' ha_s. a filter .... tastes so rich you know it doesn't_. Try full KirG=Size Brar.don..o

TEL.EVISION COPY WILLIAM ESTY COMPANY |NCORPORATIrD ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-1600 ., VIDEO Slide: Brandon pack slightly tllted ln ;.CU. Slide: Broaden pack in CU screen lefto Cony: TASTES SOEILD YOU THINK IT HAS A FILTER .... • TASTES SO RICH YOU YJ~OW IT DOESN'T. AUDIO ~OUNCER: .Brought to you by, co New full King~Size Brandem Tastes so mild you think it ha__~.s a filter~,~tastes so rich yc~ know it ~oesn'to New Brandon2

TELEVISION COPY WILLIAM ESTY COMPANY INCORPORA.T~D ADVERTISING 100 EAST 42ND STREET • NEW YORK 17. N. Y. • OX 7-I~,0~. V~ D EO ":;]:y t;am'at:io~, - It(;v." continues formJ rig,, AUDIO ]. HUL]C ECOD -- UP AND U!~)~.J¢ 2o AFI:('U[C~R: (VoO.) 3 .... of research... ;/ord cont.~nues forming,, ",¢e now have "B After 7 years... ~ .... an important...new cigarette! Word is now fully formed° Disco]re Jn package behind name,, New full K~ng-Size .... ..... lh'andon~. t~].l back to reveal p~ck bathed in light on "~,helf Jn tobacco grccnhous6. Tob~:cco p!~mts ~;11 around. Dissolve to girl~s hands own' man's eyes° lie inhales~ Super: "TASTES SO :{]LD YOU Tt;ll/E ]T HAS A F]].TER,," He exhales. Gu[mr changes to: "TASq%S SO RICH YCU KNOW ]T DG}~SF~T~.'' iOo Oal remo~s her hands fr,m his eyes. He reacts to cigarette~ Vetical ,.ipe left to right to "RE~BI.i,,ND 7" fin 12. T~ leaves come in from either side and begin to revolve wiping off ReyBlend 7o 13. Tobacco leaw~-s come on in kaleidoscopic 7o Brandon is a development of R. J. Reynolds Tobacco Company...ho~,e of hmerJca~s largest tobacco research center, 8, Brandon.o.tastes so mild you think it has a filtcr..o 9o Tastes so rich~,. I0 .... you know it doesn't° What makes it possible? II, (~SICAL R]PP],E UP, THEN I-~SIC UNDId) ReyBlend 7...fine flavorful tobaccos precise] blended°°° 12 .... and controlled by our newly developed... 13 .... harmonizing process that actually brings fashion° Super: "RICH TASTB': top screen "MILD TASTE" bottom screen on cue~ i!,~ All leaves intermingle until the$~ become tiny circle. Match dissolve to ECU erd cf cigarette beJn.g hc]d Jn man~s hand. rich t~.steo.o~nd m~Id taste..° 14 .... into hsrmony. Results? (:-.I]$IC UP AID U;,IDER) 15~ A rezarkably rewarding cigarette...full

TELEVISION COPY r WILLIAM ESTY COMPANY ADVERTISING 100 EAST 42ND STREET • NEW YORK 17. N. Y. ° OX 7-1600 - 2- 7-10-60 !6 Cut to :.::idc :,hot g, al :~tt~:~., l~ch~nd She has her h~,:;d'~ over his e~ bu[,u~: ::T;;S:",:,': St; ~.;]],!) YOU Tt!31'.~}: ]T tlAS A 17 Cut to closer .';hot as he e>'~.r].es.. She move~ her hunds and he reacts to TAS.,:-~ SO R]Ctl YOU KI~OW ]T I)O~qN~T." S~per: " 18. ,,ipe to Brandon pack. to pack~ "X]I~G-S] ZE" [~ps on 19. Words "]{iC]! TOBACCO TASTE" pop on to pack° 20 Hold on F, ack: AUD] 0 16o Brandon ta.~tcs so mi]d..,you think it has a f~lt.er ..... 17- yet tastes so rich you Rnow Jt doesn't. 18. AI.:EOUI.CFA{: (VoOo) Full King-Sizeo 19o Rich tobacco taste, 20. T~7 Brandon,~ It's new¢ (,',:USiC: UP AN OUT) O

TELEVISION COPY .[ WILLIAM ESTY COMPANY ADV|RTISING 100 EAST42ND STREET • NEW YORK 17. N. Y. AS EE £('.,.'-~.DED 2/2!/62 V1 [;DO AUIU 0 I.~SIO (UP tff~D UNDt,;R) E~i,Ob~,Cl~: (V~O.) After 7 years°.. 3.- L'ord contfinucz fovnfing~ 3: ~o~Of research,,° l:.~ l:ord continuc~, for~.~ingo l',~e now have "B HP~N" & .... an important:..new ~.Igarotte~ Uord fl ~ no:z fully formed., 6. Dir'.:olvc ~n pcckago behind 7. !~dl back ~o roveal pack bathed ~n light on ~h~:if ~n tobacco grccnhc-usc~ Tob:..cco pg.~.n~.~ all a~ound:, Now full King-. Size, ~ ~, .... Brandon ~ Dry,aden is a development of Re J o Eel.molds Tobacco Comp~myooohomo of America~s largest tobacco research center° Dir, solvc to girl '~s hands eve;' rmn ~a oyeso }!c inhales: SaF~u,:':TASTES ~9 I-~LD YOU TiiII.:K IT hAo A F~],TERo'~ Drendono°otastes so mild you think it has a filter.o= 9~ He eyd~aleso Su~r chemg~s to: "YASTES SO RICH YOU IE~OW IT DOESN'~T~'' 9~ Tastes soricho.o Gal removes her hands from his eyes° reacts to cigarettoo ~e IO .... you kno~," it doesn%. L~at makes it possible? (MUSICAL RIPPI/~ UP, THe; I.FOSIC L~DER) ii, Vortical dissolve ].eft to right to"F]~YBI/~D 7" Ii= ReyBlend 7.ooflne flavorful tobaccos in limbo° precisely blended... -12~ %h-.o leaves come in from either side and begin to revolve ~ping off Rc,,'Bl~nd 7o 12. °°°and controlled ~, our newly developed..° Tobs.~co leaves come on in ka!eidosccpic fashion.~ Super: 'tRICH TASTE~ top ~creen '~.~ILD TASTE" bottom screen on cue~ 13 .... harmonizing pro~ess that actually brings rich taateo.oand mild tasteo.,

TELEVISION COPY .[ WILLIAM ESTY COMPANY I NCORPORAT~'D ADVERTISING 100 EAST42ND STREET • NEW YORK 17, N. Y. • OX 7-1600 "~,~,ch .... giscolw to ECU end of c~garotto being h~]d in man~,~ hmnd~ 1.(..... Oat to ~.,~dc shot gal sitting behind man. Shz has her hands over hJ.s cyeso }-I~ Inhnleso Supzr: ::TASTES S0 L'IID YOU I;}IIU( IT HAS A F7 ].TEN o ': IXo Cht to closer shot as ile e~m]es~ She rc~::ovc~ her hands ~.nd he reacts to ciEarctte, Supor: . .kL~,~,~S]Z~. ~p~ on i~, Wip~ to Erandon pack: '~" '~ ' ~" p~ck ~ 19~ Words "~.CH TOBACCO TASk" ~p on >~ck~ 26~ Hold on 1,%: o., .~nto ha:'r:ony~ l:csults? ,~Mi)SIC UP .~H) DND~R) 15~. A remarkably rcwarding cigarette ~, ~ full King~Size Br~u~on. l~ MUSIC ~;~ S~I,~OERS: Ercn~on taztes ~ ~Id~.. You th~k it has a filter.,. l?~ Yet tastes so rich you ~ow it do~sn't~ 18o /~H~O[rNCER: (VoO o ) Full King~Size o 19,, Pdch tobacco taste. 20o Try Brcndon~ It's (~JSZ¢ uP ;L~D OUT)

T.ELEViSION COPY ! WILLIAM ESTY COMPANY | NGORJ~ONAT~ ADVERTISING 100 EAST 421in STREET * NEW YORK 17, N. Y. * OX 7-1600 .... "~162 Word ~<.~::: Jn tc CU of 'q',~search": Pop cr~ titlu ,:.~*.",-~r,,.., ~.,, 7 YEARS OF F.~SEt',KCH. " Dissolve to woman's h~d holding open pack° Pull back ta. show x.:onvz:~s h~:nd ho.kdin~ pack ~OW over l~r! ~ s CyO~-, Man ":nhalcs. Super ':?A,5~?;~ SO MILD YOU ~IINK IT HAS A FILTER.." AUDTO o As men c:~ales and reacts to cigarett% :,~man leans do%-m and also Ioohs at cigarstt~.. Super: "TASTES SO RXGH YOU kT",'O:l 7,~ 50ES~7~T~." Vertical ~rlpe left to right t.o ~-:zrd:,~ "P~YBL~D 7. Two leaves come in from either side and begin to revolve wiping off "ReyBlend 7." :~hOU~.[CI:,H: (V~O .%, New from R, Jo Reynolds Tobacco leaves come ~n in kaleidoscopic faahion, Super: "RICH TASTE" top screen~ "M.ILD TASTE~ bottom screen on cue° Tob a¢ c c Con:p.~ny All leaves intermingle imtil, they becoms tiny circle. Match dissolve to ECU end of cigarette being held in woman"~ h~nd. o, ohome of America's inrgest tobacco research ccn~'e~ After 7 years of research,i 3 ...... ~_u important ncw cigarette, Full King- Size Brandon o 4. Ti~e Lmport:'nce.of new Brmndon is this: " Brandon tastes so ~'dld you think it has filter ..... ..... tastes so richo.,,you know it doesn~t~ WnaD makes it possible? RayDlend 7>, ,fin% flavorf~ tobaccos, precise~ blended~o ~ . ~ ,.,~d cont~llsd by o~ newly develo~d, 9 ..... harmonizing process that actually brings I0o rich taste.~oandmild tasteo~o 0o,int~ harmony, Results? ( uszc im owo ) !I~ A remarkably rewarding cigarette. Full K~,g-Size Brandono o

T.ELEVISION COPY / W!LLIAM ESTY COMPANY ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7.1600 Cut i~, clo'.~cr :;hot of COUl;Ic: as boy ~ .... ~,,~ $9 RICH YOU lk,&nflon ~,~.ck, Pop ':IfII.:C~SIZE" onto pack.., • R~Cit ~'C~,/~CCO TAS~2" ~,ni~ packo ]..:.., Pop """ /,.UD30 12 l!randon t~'sto.,: so nd3d you think it has a f~ Itor ~ o ~ 13o -,- y~t t,a~.tca no rich you ~mow it ]4, ~2,TNOUNG~:R: (V, 0,) Full l(is~g-Siz~o 35° l{ich toba,:¢o taste,. 16 Try lh'andon~ It's

T.ELEVISION COPY WILLIAM ESTY COMPANY ADVERTISING 100 EAST 42ND STREET * NEW YORK 17. N. Y. • OX 7-1600 2 Zoom fin to CU of "I:cscarch,," Super: tU~..,~,~.~tI " Dissolve to ::on:m:~s hand ho].6~ng open p.'~ c k ,, Iqtll back to show woman:s hand holding [~ck nov! over EI~;I~S cycs< Nan inhales, Super: "TAST}.]S SO M]I,D YOU TH]L!K IT 1{AS A FILThT{o" As man c}gi.ules and reacts to cigarette woman ]cans down and also looks at cigar,.ette~ Super: "TM]TES SO RICH YOU Vertical wl[e left to r~ght to words "REYBLE~,!D 7" dn limbo~ Two leaves come fin from either side and begin to revolve wiping, off "ReyBlend 7°" ., Tobacco leaves come on in kaleidoscopic fashion° Super: "R/CH TASTE" top screen "MILD TASTE" bottom screen on cue., IO. All le~ves 5nten:~.h~]e until they become tiny circle, Match d:ssolve to ECU end of cigarette being heZd in ~man~s hand° AUDXO I, (;.;U:;] C: AI.7'iCUI,!CF]~: (V,O,) New f~om It. J. Reynolds Tobacco C om~zny .... 2 ..... home of A~:er~ca's !arzest tobacco rescarc~ ccnter~ After 7 years of research. ~,, .., ~an ~rtant new cigarette, Full King- Size Br~don, A. The ~]Drtan£ce of new l}r~Mon is this: 5.. Brandon tastes so mild you think it has a filter... 6 .... tastes so rich,.-you kno, dt doesn't° ~at makes it ~mssible? 7~ ReyBlend 7...fine flavorful tobaccoso.~ precisely blended .... 8 .... and controlled by our newly developed~.~ 9 .... harmoniz~m~ process that actually brings rich taste...and mild taste..° I0 .... :nto b~ony. I:esults? (~SIC UP At] iio A remarkably rewarding cisaretteo Full King-Size Brandono

TELEVISION COPY WILLIAM ESTY COMPANY ADVERTISING 100 EAST42ND STREET • NEW YORK 17. N. Y. * OX 7-1600 ~3 15. Pop ~'}~.~C:3 TO~"~CCO TASTEu outo pack° !6 Ho3d pack., AUDIO 3.2 M~!S.~C AhD 5:I!:G;,RS: Br,~.don tastes so n~Id you think it has a filtc~,,, i~. ~,, yet tastes so rich you )mow it doe~'t. L'~. AR.NOUNCER: (V,O,.)A Full King, Size, 15,. Rich tobacco tazteo 16o Try Brandon~ It's new~

TELEVISION COPY WILLIAM ESTY COMPANY INCORPORAT~'D ADVERTISING 100 EAST 42N0 STREET • NEW YORK 17, N. Y. • OX 7-1600 VjDi~3 Open on L'S ycung man in casual clothes hyping at a p[~pcr:-].ittered dcsk~ A desk lamp is lit on the desk~ ~ere is a fire in firep!aco 5n b.~g~ C~:era hans to HCU ~hot of msn as he ~<~ts his vro~k aside ~d str~tch~s~ A ~..~mm~ h~d enters and covers his eyos, Sh~ places a lighted clgarotte in his mouth° He inha!CSo Super.* "BR~:DON TAS~S ~0 ~]~.D YOU TiTI[~K ~" ~.. IIAS A FTLTER" ~ight Cut to c!oscr ~:hot u~n E.nd girl,, She bends do~.-m closer to hi~.q ~.~d re,moves her h,~nd f~om h}s eycs.~ H~ cxhalec and reacts. Suo~r: ';TASq}IS SO RI~! YOU ~~Ob' 7T DOESN~To" Cut to MS Brandon pack ~unding upright atop desk° Slowly mo'~o .in to CU of packo Cut to ECU Br~ndon pack° Nan's hand enters .~md places Brandon cigarette stop pack° Super: ':BR~DDN TASTES SO ;4ILD YOU THINK IT HAS A F~A'ER': left screon,~ Quick cut to revers~ position~ ECU pack left screen, ],it cigarette atop it and super: "TAS~$ ~O ~7.CH YOU lq~OW IT ~OESN~T~ r~ght screc;n ~ 6~o Title dissolves off., Now, four "pieces of pie" come in frmm each side of '~crcon.~ -~n~y ~.,,~..r:~ off pack ~d reveal° o .. tobacco !ca~-es receipting in kaleido- scopic fashion~ Supper: "n./2~iBiJ'~t,!D 7'" ccn ~r ~ ALIDIO 2~ S.ThG~.~G. Broaden tastes so mild you think it has a filter o,. 3.- ~$, ~ t~.stes so rich you know it doesn't~ I.~S!C: IJL~DT~ ;J:!'Ob?!CER: (VoO.~) Neet new, full King-Size B:'~don -- the cigarette that took seven yc~s of tobacco, r~search to develop~ Br~don tastes so ~ld you think it has a filter ~ 6 .... Tastes so rich you know it doesn't° 6a~ ;rod the reason: 7~ NUSIC SheEP 8~ EeyDlend 7~. Fine tobaccos blended and controlled by our newly developed harmon- izi~, Drocesso, o

.TELEVISION COPY WILLIAM ESTY COMPANY I NCORPORATI'D ADVERTISING 100 EAST42ND STREET • NEW YORK 17. N. Y. • OX 7-1600 -: .. ] l) 9 '.Q "L.;LC: "" ~'q'" "; oV ~... 9 lO .ri<h I,a.<iLe.,< 12 A!]. ic::vev intcri.:jjlg?_c u~itil they bcco;,::J 12 ..... into hatnnony~ Hat:h c..~'" ..... '- o-,Iv..,- to end of cige, rette in girl's h~nd 15 ~U51C UP i;.~-&ndon t~,stes so ndld you thSnk filter.,° y.:.i-, taste~ ~.~ rich you }~ow it docan' t,< Cut tc gtr~ ecated (as~:ai.L<~ atop .... Nmn in chair. ]~cy b~i,h have ~igarett.cs~, ff~ff~o on desk. 16 ,C,:U~.)L77CE;2: (V 0 ) mii."~, taste _ FmJoy th~ rich,, yet Cut t.o CU Hand places cigar~Lt~ atop pa:k~, 17 ~: ,~.f full Eing-Size Br~don. !8.~ Pen left ~llghtly to show more of front of pa~k, 18. it's new: SOM TCO I-6Z

.T. ELEVISION COPY ! WILLIAM ESTY COMPANY I NCORPORAT~'D ADVERTISING 100 EAST 42ND STREET * NEW YORK 17, N. Y. • OX 7-1600 7-] 'Tobacco Sh.v" AUDIO th~'-cv~ :~. tobacco ]c::f-.:;tu,qc~cd sky. io :,~USiC: I:~gD 2. I~:I:0UNC}~:R: After 7 yc~u'~ of tobacco research.., ~..b_'¢-oi?~ cca~cra, lh',~don pad: co:,;cs infinity, t~ .. 30 , .,.an ~:poz'tant new cigarette.' Full ][ing-Sizc~., l~, ECU, as the n::~e p:'nel fJ.]_ls the screen,, 4, .... Brandon~ 5. Dissolve tc couple in living ro:: 5. (KUSIC: ~ctting~. l{e is scared in ai'in chai~ ~nd ~hc is bc~!i:'~g over bchi::d hJ~, one hm:d covering his cEcs~ With the other h~d~ shc places a ciga:'ct5~ in his :,:outh :-rid ~[&bts it. She takes her h~nd a~..:oy end kncclc do::~ on floor ~d roots on ar,~ of ch~ir~ UP TIEu~ He inh&lcs o Su~cr: "~F~I:DON TASTES SO I,[ILD YOU THI!':K ~P }{AS A ~:LTER." 6. II~.EOUKCE.~: (V.O.) Bran-don tastes so mild you third: it has a filter..o @ Cut to tu, o shot boy and ~rl. He re- moves cigarette from his mouth ~nd looks at it as he cyl~ales. Super: "TASteS SO ?~ICH YOU KNOW IT DOESN,T°', 7 .... tastes so rich you know i~ deesn~t~ 7ao She picks up Brmn4on pack and shows it to him° 7a. (I.~SIC : UP TiI-------------------~N UhDER) 8. Cut to CU pack in girl's hand° Begin 8. slew move in to ECU of pack in hand. AI~..~OU~CER: (V.O.) Brandon ~ms created after 7 $~ars of research at America's largest tobacco research center. 9. No:;, four "pieces of pie" come in fram 90 carla side of screen :.rlpirz off Brok=~on pack and revealing tobacco leaves re- volving in halcidosc~pic fashion. !0, Super: "F~LTBILITD 7" ove~ above° Brm-~on~s t~Lque, rich yet mild taste comes ~ro~... i0 .... RcyBlend 7 -- fin% flavorful tobaccos, precisely b!cnded and controlled by our newly • o. ,~o ,-.~ developed harmonizing process~..

T.ELEVISION COPY WILLIAM ESTY COMPANY |NCORPORAT~'D ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-1600 12o 13. !Sao 16o V)D.~O it £pcs L:~., SaI_- :;r : ~;~ ~:~ LD TASTE': .... and i,! "n .... ~.. boo goes into ccn~,c, of ALl !caves ...n~e~,:ingkc until thoy bt.comc.:_ ....... ,~ .=~ .i circ!c, Hatch dissolve to ECU end of Cut to t~.:.~ shot go! ,~-'~-na bah!rid nan. He i~es. Supt~r: T/:S?L5 ~0 IgLD YOU iii!!:X IT PJ~S A F!LTE~{. Su~s'_." ch~,.~s Lo: ~,,,...~o_,~ SO YOU ....... iu.O~., 1T DOESE' T, " Cut to end view of c.!o~cd Br&udon ' ~om flap opens~ car0on. Carton tm~s ~, I ~i~.s up m~d ten cartons co~s out ~l together ~ upright positiono 17o One Fack comes from above iO to ECU. /,UDIO .that :,c-brally.. ~ .... brings rich taM,e,.. 12 .... an.'.l mild taste°.. 13 .... ~n~o hm-mony. Result? o,,'~P UP T}t~," UNDER !/~,, 1.1U5iC ~'"' .... 15~ S~!GEd: Brandon tastes so mild you thine it h~ a filter.. 15~.o yet tastes so rich, ~u know it doesn't. 16. Id.:NOUNC~: (V.O.) So get ~Ii the advantages of ~%~ll K.':m~-Sizc, plus rich yet mild taste. 17. Try Brandono.oit's n~w[ 50M TCD I

TELEVISION COPY I WILLIAM ESTY COMPANY INCORPORATI~ ADVERTISING 100 EAST 42NO STREET • NEW YORK 17. N. Y. • OX 7-I$0~ ~J:]'C4.',P+CL+:: ~V+O.) it's the great n(:x,, tEn%e .+~ t!e staz-ts i,o offer her a ciga~'ette,, Cut to c]+~:z,r :-:hot --':.:" th~z walk t~,.+.+..~.':.i • ~.. ;+,,: ; r-~T-,, hT+at;s back ef Braytdo~,: i..).~.':~... +~_,:.``,~-~ 7 -- fi~.- tobaccos blended

TELEVISION COPY / WILLIAM ESTY COMPANY. INCORPORATEO ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-1600 h~ncis c~v~r ?:,-r +:yes:. SupJr:. "BR;~ND,O~) TASTZS 0':) l,:..,L ;.r:j:',r, .., '~ , .'1, :.'C,;l ......... "i"r. I-..~.,, 7'-. FIL~T':R,." 2.20 ,,°,,arc ...... .:Ii~ brought 3::to hal~.ony,. That:'s why Ur~en tastes so mild th~k it, has a filtez.~.

+ TELEVISION COPY WILLIAM ESTY COMPANY IN¢OIIPORA~ ADV|RTISlN@ 100 EAST 42ND STREET * NEW YORK 17, N. Y. " OX Op=n on MCU of ::-~ outdo.3r p:.,.rtF :t a boat b.'...Fin. Coul-.-,lc ,,.cn:ing up t.ioLden steps~. Js c~:~¢.~mg ." tr,~y of food ~.~.d has a cig:.rctte i~, ],is mouth, " Hc ~z.uscs ,.~. he~.d of steps., takes a p~ff on ci.g~-rettc.~ then heads toward pv.rty~ Fc.n along group to see couples prep~.rin~ food, putting up dccor~:tSc::s~ etc, Most of them ~e smc~king, !o ,-UoT.,: 7/17/62 ~.. AI:NCUNC~..R: ~t~s the great new taste in 3,.- AI.~I,!OUNCER: (V,,O,. ) "~'-. ...... t- ,:aedan b :n.': h.. Diszolve t.o !(CU , .... g... pp ....oz: . It's the gre~t new taste :in ,~uo!:!ng! N.-.aJ !.:_~ng..-sizc Er~don --- the cigarette that. took scv.~": yc~r~ of tob'cco research~o.~ j- .... to d~etap:', J~.G~"., Br~ndon tastes so :Mid you thinl: it has a i'iltsro,.yet t~stes so rich gou know it doetha t.~ Pam left to show couple on other side. of table, They are both ~moking, Brandon tastes so mild you think it has a filter...yet tastes so rich you know it Dissolve to ECU peck lydng on top of map, Dolly in,o~then .... D~ssolve to tobacco leaves revolvin~ .in kaleidoscopi= fashicn, Supar -- then take out "~_'YBL;'~'~D 7." o doe~u ~ t ~ AT~OUNCER: (V,O.) What's back of Brandcn. ReyB!cnd 7 ~- fine tobaccos blended and controlled.., "RICH TASTI~" ~nd "MILD TASTE" F~p on on cue and zoom doom ~.dth tobacco leaves to sm~ll circle which becomes unlit end of cigerette being held in :~cman's hand- o o~.so that rich taste..,and mild taste...are a:tually brought into ha~acnyo 3, IrJn to CU hsad shot of my.z, lie t~kes a p'JfT- Gel b~hind h~-_ with her hands over his eyes Super: :::~ ..... ; Tm ::~, i.:~LD YOU t~,,A ~T I~S A F~'q' " !0. That's :,'by Brandon tastes so mild you think it has a f~iter,oo OM TCD S-62

TELEVISION COPY WILLIAM ESTY COMPANY | NCORPO~A'IID ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-160Q

TELEVISION COP WILLIAM ESTY COMPANY I NCORffORATm'D ADVERTISING 100 EAST 42ND STREET * NEW YORK 17. N. Y. • OX 7-1600 ~S Oponirag Bi llbo.~rd VIDEO Slide: P.rm, don Pack AUPlO brought to you byooo Br~ndon Cigarettes a Ereat new tasLe in smoking°" ., Try now King size Brandon Ci~rotteso

TELEVISION COP~ WILLIAM ESTY COMPANY. ADVERTISING 100 EAST 42NI) STREET • NEW YORK 17. N. Y. • OX

TELEVISION COP" WILLIAM ESTY COMPANY I N CORPORA~.~ ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-1(~0e ut

RADIO COPY WILLIAM ESTY COMPANY | NCORPO~AT~D ADVERTISING 100 EAST 42MD STREET * NEW YORK 17, N. Y. * OX 7-1600 SOLO: SOZO: SOLO: SOLO: SING~}~S: SOLO: (fe~!e) | I

TELEVISION COPY WILLIAM ESTY COMPANY I NGORPORATEO ADVERTISING !1)o EAST 42111) STREE'r • NEW YORK 17. N. ¥..;OX Cut to'."-:_CU couple: t':'.~k~g2 da,:a~, b~.g~ Girl is fao';.~g c~,mern~ ~: hc.s back to .... the ~t ~.=~:~nts of th~ day, Clear and D:u.m b. fi..2ter: Yet, t.h~.M<s to a.., Dissolve to lit Br~udon cigarette horizen~ tally across top of pack, Dr,.~.~ .b.go Supar above ~c]:: ::CO,'~f,~OLLED,~-~,,.,u; .u:_~:n~ o ,, Take off pack and super, ~p on four mor.~ Er~_,~'dc.ns beneath th~ lit c~qarette; each at a w,~gr~si~ stag~ of b~g e:adio -- ~p on ~orS~: '~A ~TT~ TASTI~ A~ Tile W~Y,," 8 .... .harm.onizlng process that controls tobaccos in the b!end3.ng... 9o Bze.ndon is a little milder-tasting all the Hold .?.bovz c:_'2;cr: sc:~ne dissol':cs re. b~au~,y ~,,~ tn'c.:~o~,;r~ ......~z: upright -"', g~'.~ dT.'._-:;~ i0~ Give ycu~" mmokkug enjoyment a fresh start. Fo~- c]::~.r, ca~ tast~ without a f~ter.. ~ ~' tr2 new I:ing-s~ ze Brvmdon~ OM TCD 8-6~

TELEVISION COPY WILLIAM ESTY COMPANY ADVERTISING 100 EAST 42ND STREET * N[W YORK I]', N. Y. * OX 7-|60il ; ~ A;.;DIO scene brightens Cut to~.~,~...., shot coup!c, Girl facing the taste of ~. new cigarette Cut ta CU ~.irl 7- Er~.::dc.'~. h:'.:~ ~:!] ~,:~:z c!c~_-,rich flavor of a cz,,: ...... ~itho,:.t a filt.or~ Yet, tharZxs tea Dissolve to lit Brandon 0~ "'-' " ~- ,~ga, e~t- horizon- tally across top of pa~ko Da::n b,,go Super above .z~ck: "~""~ ...... n -~m--. 8 .... }mrmoniz'.ng .~:mocass that controls tobaccos £n the b~ndin~, o o T~d-:e off p:ck ~nd sup=r, ~op on four ~e, ora Brandons b~ath lit ciga~atte, ~e.ch at a p~essive stage of beAng emok~d Bet%men cigarettes ~n s:~c~p on: '~A • ,=~:.~,,-.,~o~,~.a ~L THE .~. ,Br;.ndc.n is a little ~:ilder-t~sting all the i0o Give. your ~=:.ok.-'.ng cnjoynent a fresh start° Vertical -:".==~....: !oft to right to beauty shot Bz~mdon pack u~irdht, on -~=-',~._lzn,: ~-' -= For clear, calm., tasts without a fi!ter~ .°try ns~.." !cing*,siz~ Brr.ndcn. SOM TCD 8-61~

TELEVISION COPY WILLIAM ESTY COMPANY INCORPORA1TD ADVER-TISING |00 EAST 42ND STREET * NEW YORK 17, N. I'. * OX 7-1600 _,.:-... i,U ~:;'T'-D L~. Dissolve to lit. B~ ~,9..: cig~.rette hor.iz.on~ tally across ton cf p~c1:,. Da~m_ b.go. S,,~a~._. above pack: "~:i~,. _ ROI,LED. ~'~,.~'-.n)~,:~, Take off p~_ck and ~:~.p~r: pop on four Brand?ns bcn<~ath ~It ~gzrcttm~ each LITT~ ~E~-TAS'2!NG ALL ~!E I'2,Y~'~ Dissoiv~ bac."..: to '":~,,:..., cou:~lc "~:'.~kinS, D~:,'-='- ~, Ha!d abov~ su:..cr. _,~ssul~ to .... ;' bc.auty ~'~'~-* ~.'.-ck ",-'"'~. "r.:i'~~=~"~DD ]_"'- : ~OM TCO 8o6Z For cl-r-~r, cr.!u t-zzt.:- "'".~ "" filt=r...try | 'I I

TELEVISION COP" WILLIAM ESTY COMPANY r INCORPORA'rED ADVERTISING 108 EAST 42ND STREET * NEW YORK 17, N.Y. * OX 7-1600 1 I

-TEI.EVISION COPY I N~ORPORA~D ADVERTISING EAST 42N0 STREET • N~ YORK 17, N. Y. " OX 7-1~0 R. J. Reynolds Tobacco Co~o~ny #7-30-30 "Horceback" ii 126162 AS F~CORDED !. Open on ML.q couple s~lhouetted against dark z:zy b.go Scene brightens up to ~ho~" ds~n brea'-,:.~nz a~d couple I~ ghti ng up and zmok~ ng. e Cut to beauty shot E~ ,n, randon pack on fence post. On cue m~per: ''CLEAR, CALM TASTE WITHOUT A ~"-~" Cut to MCU couple Cut to ECU man smoklug. = D~ssolve to ~aZler az~d smaller c~garettes w~th words b~t::ecn them "A L~.TTLE M~LDER TASTi[~.~G ~5~L T~ UAY~ D~ssolve to beauty shot pack cn post against sky. Super: "CLEAR, C~LM TASTE W]HTOUT A FILTER". AUDIO ( us c uP THEN ~LNNOUNCFR .(V.O,) : Clear aud calm ss the sky at dawn. Clear end calm -- that~ s the taste of new k~ng-s~ze B.~sndcn c~ garettes. At last, clear, calm taste ~ thout a flltero o. ~..to g~ve your ~oklng enjo~ent a fresh ~t. 4. Draudon has all the flavor of a e c.~ ~aretr, e w~ thout a falter... ...yet Js ~ !.~ttle m~ider tasting all th~ way. ~or clear, cslm taste, w~thout a f~Iter, try new Brandon

TELEVISION COPY WIL"LIAM ESTY COMPANY INCORPONAT~D ADVERTISING 100 EAST 42ND STREET • NEW YORK 17, N. Y. • OX 7-1600 11/27/62 ., Super cn 0

TELEVISION COPY WIL~.IAM ESTY COMPANY INCORPORA~D ADVERTISING |AST 42ND S'I'REET * NEW YOIU[ ~. 7. I~cy;o]d~ Tobacco Company b !7,I;PON. CI GA! TTTFF ,: 7 ~2--30 ..... sky. Super: 'L:~:,~R "~'" TASTE ~1THO~T k FILTER". :t}.h4',)U"k" ,. ;-i (V.'5); C]r,:~r and calm ms ~-.'" l,t Ls~."-,. ....... ,': .... ~, ca!~ t~ste ~-;J~hout s fji'. :-r ._"; .... ~o 7Jve your ~mok~ng enJo}unent 5 .... :'e.< i:. n.&jiLie milder t~st~ng 6. For clear, .-.alto taste, without a try new Brandon. | " I T

July 19, 1966 Re: Dance -Fitzg( le L & M tes Attached are representative samples of L & M print copy produced by this agency during the period~ 1956-]962. Howard Gray thought it would be helpful if all of us reviewed this material in con- junction with our screening process. RAR:cgf R. A. Rechholtz

April 12, 1978 Mr. E. M. Blackmer Re: MORE Cigarette Case Promotion RECOMMENDATION The purpose of this document is to suggest the consideration of a promotional program consisting of a self-liquidating MORE cigarette case. This proposal recommends that the promotion be targeted against 25-49 year old, upscale, modern female MORE smokers living in A & B counties. The cigarette case recommendation is being made taking into consideration that all suggestions will be submitted to the Promotion Department for further discussion and alternative ideas. BACKGROUND Due to MORE's unique physical characteristics, female smokers have frequently expressed the need for a MORE cigarette case. The most frequently voiced desire has been expressed in terms of a cigarette case that would prevent MORE from bending or breaking in their "pocket books" or purses as the per pack supply dwindles. It is therefore believed that this consumer want/problem is one which presents a viable, actionable opportunity. Additionally, based on the Post Introductory study, MORE's smoker franchise is comprised of a large number of occasional users who tend to use MORE as a prop in social situations. The Brand Group feels that a cigarette case would: (i) Provide protection for the product over an extended period of time. (2) Generate additional commitment to MORE so that the Brand could eventually become their regular product. U~ 0 o

Mr. E. M. Blackmer April 12, 1978 Page 2 DISCUSSION In order to assure the success of the cigarette case promo- tion, the Brand Group suggests that particular attention be paid to: (i) Physical characteristics of the case (2) Price considerations (3) Consumer appeal Characteristics .The design of the cigarette case should be upscale, contemporary and stylish. It should no__~t, on the other hand, be gaudy, show-offish or in poor taste. The case should be durable, easy to carry and safe to use. It should not be bulky or heavy. The case should be exclusively designed for MORE cigarettes. Price Considerations In order to assure that the Brand's image is not 'cheapened' or in any other way associated with a product of lower quality, the Brand Group suggests a price ceiling for the case of $30. The pricing of this liquidator item is crucial for the promotion, since too high a price would limit consumer appeal while too low a price would tend to give the item a 'cheap', undesirable image. • Consumer Appeal The cigarette case should appeal to those 'new value' upscale, independent, MORE female Smokers who are psycho- graphically predisposed to MORE. The item should be able to appeal not only on a utility basis but also from a fashionable, contemporary look. MORE female smokers should be able to 'wear' the cigarette case as well as derive utilitarian benefits. OBJECTIVES Based on the above discussion, the promotion should be designed to meet the following objectives:

Mr. E. M. Blackmer April 12, 1978 Page 3 To reinforce the Brand's upscale, contemporary stylish image among current MORE smokers. To solve the consumer problem among females by providing adequate protection for the product on an extended period of time basis. To generate commitment to MORE by designing a unique cigarette case that would only contain MORE cigarettes. STRATEGIES The MORE cigarette case promotion will be sponsored by the Brand Group on a self-liquidating basis. The vehicle selected to deliver the promotion incentive should be able to reach the target MORE smoker at a cost efficient rate. The Brand Group, however, recognizes the possibility of using the self-liquidating promotion as an 'overlay' to another trial oriented effort. Given the regional development of MORE, the opportunity for selective geographical targeting should not be discarded. ALTERNATE STRATEGY To provide an additional incentive to occasional MORE users, a $i.00 off on a carton in-store redeemable coupon would be enclosed in the cigarette case. To qualify for the offer, the person submitting the certifi- cate for the case would identify via an appropriate code whether they smoke MORE on a regular or occasional basis. The Lane redemption center would then insert a coupon in the cigarette case and send it only to those smoking MORE occasionally. RATIONALE The MORE cigarette case promotion would tend to reinforce the Brand's upscale, 'new values', stylish image by appeal- ing to those consumers that are psychographically predisposed to MORE. The promotion would also tend to appeal to the occasional user since she tends to be the type of individual that pursues a lifestyle compatible with the Brand's image and style.

Mr. E. M. Blackmer April 12, 1978 Page 4 The cigarette case promotion will be funded in its entirety on a self-liquidating basis. Each consumer request will be accompanied by a check or money order covering the cost of the case, handling, shipping and mail-in offer. The cost to the Brand is therefore minimal. The cigarette case itself would provide MORE smokers with .an item of lasting utility and value. At the same time, it would generate considerable Brand loyalty by virtue of its unique design and limited use to other brands. A $i.00 off on a carton coupon provides occasional smokers -with an immediate purchase incentive and the opportunity to trade up to MORE. The promotion is exclusively targeted against women in order to: (i) Capitalize on their need for a cigarette case. (2) Maximize redemption of the certificate and the coupon. (3) Take advantage of their high incidence of occasional MORE usage. The promotion would also tend to measure the relative success of carton couponing against the occasional female user; a task which the Brand Group feels could prove useful in future pro- motions. SUMMARY The Brand Group suggests the consideration of a self-liquidating MORE cigarette case promotion targeted against 25-49 year old females who smoke MORE on a regular or occasional basis. In order to provide occasional users the opportunity to trade up to MORE, the Brand Group also suggests that the cigarette case sent to this important sector of the franchise contain a $1.00 off on a carton coupon. Since the promotion will be run on a self-liquidating basis, the costs to the Brand would be kept at a minimum, except for the coupons redeemed by occasional smokers. Awaiting your reaction, RSE/kk please revie.w~t your le~,sure. haul F. Sanchw~z-E "a

May 26, 1978 Individual copies to: Messrs. C. W. Calary R. H. Cundiff W. P. Hanes D. P. Johnson Dr. A. H. Laurene J. L. McKenzie D. H. Murphy T. L. Ogburn,Jr. H. E. Osmon D. F. Pearson T. E. Sandefur, Jr. J. H. Sherrill, Jr. H. L. Speas, Jr. W. H. Upchurch G. B. Whitaker Re: MORE - Modified. Tippin9 Paper A meeting will be held at 3:00 p.m. on Tuesday, May 30, in the 8th Floor conference room to discuss the technical, logistical, and marketing implications of converting to a modified tipping paper for MORE. This change involves increasing the porosity of the tipping to obtain a 21 mg product. The primary purpose of this meeting will be to reach agreement on whether this change can~be made without further analytical, machinability, or consumer testing. Therefore, if you cannot attend this meeting, please insure that a representative is present who can provide your department's position on this matter. Your cooperation in this matter is appreciated. E. M. Blackmer EMB/kk cc : Mr. N. W. Glover Mr. R. F. Sanchez-Elia

"TESTIMONIAL" & "PERSON IN CROWD" PLACEMENT RECALL TESTS (MRD #78-0703 & 78-0704) Exhibit II Key ~ndings & Conclusions Overall recall performance for "Testimonial" was significantly better than "Person in Crowd's." The recall score for "Testimonial" was in line with the P4C norm and a 2 year average for MORE executions. "Testimonial" "Person in Crowd" "Restaurant" "Skating". MORE P4C Avg. Norm Proved Recall ~ 13% 12% 117% 19%] B Recall performance for "Testimonial" was better than "Person in Crowd" among the key group of women. Men recalled the executions at the same level. There were no significant differences on the executions between younger and older smokers. "Testimonial" "Person in Crowd" "Restaurant" "Skating" Men 13% 12% 13% Women [~ 14 10 18-34 18 14 ii 35+ 15 12 12 o Both campaign approaches communicate key product benefits/ attributes at approximately the same levels.- Communication of the Brand's length attribute appears to be less with both of the alternate approaches relative to current advertising. Proved Recall Product Benefits/ Attributes Taste Long/Longer Good value/buy Longer lasting, Slower burning "Testimonial" 17% "Person in Crowd" MORE "Restaurant" "Skating" Avg. 13% 12% 17% 6 5 3 3 5 4 5 ~f~ 3 2 3 2 3 3 2 5

-2- "Testimonial's" ability to communicate favorable user- oriented attributes appears to be better than "Person in Crowd." Importantly, "Testimonial" appears to perform well on this measure among key groups of women and older smokers. "Person in Crowd" "Testimonial" "Restaurant" "Skating" Unduplicated Image Attributes 7 4 3 Men 6 6 5 Women 8 2 1 18-34 6 3 3 35+ 8 4 3 As noted in the DAR report on "Person in Crowd" (MRD #78-0704), only about 4% of the total sample (less than one-third of recallers) associated the user in color as a MORE smoker. While it would be expected that "Testimonial" should perform better on this measure, 14% of the total sample (over 80% of recallers) made the association. Verbatim testimony from the recall research suggests strongly that "Testimonial" did a substantially better job in evoking a more acceptable mainstream user image. Qualitatively, it appears that "Person in Crowd" communicated only that the MORE user is "different~" EMB/kk 6/9178 O O

Exhibit III COMMUNICATIONS TEST (MRD #78-0705) Key Findin@s & Conclusions From the standpoint of product-related playback, main point communication and total ad recall for the two alternate campaigns were virtually the same. When compared to an execution reflective of current adver- tising, however, economy and the length attribute are somewhat lower for the alternate campaigns while taste benefits are mentioned at higher levels. Main Point of Ad "Testimonial" "Person in Crowd" Current Economy (Net) 37% 35% ~ Long/longer 20 22 Taste (Net) 115 15i 9 e A fewer number of respondents played back user image communications for "Person in Crowd" when questioned about the ad in total. Total Ad Recall MORE smoker (Net) "Testimonial" "Person in Crowd" 15% o An insight in "Person in Crowd's" weakness on the above measure is found in headline communication. In net, only 6% of the respondents on an open-end basis felt that the headline, "The Difference is More," related to the MORE smoker. Only 44% of the respondents linked the headline with the MORE smoker on a closed-end basis. 0 o

Perceptions of product attributes reflected in the "Person in Crowd" report are not seen to be clear cut. However, some key differences on user image perceptions are seen. "Testimonial" conveys a more stable, secure image while "Person in Crowd" reflects an image of more extreme youth, less responsibility, and bargain hunter. ~moker Imager~ Young~very young Somewhat/very calm & secure Somewhat stylish (vs. extremes) Somewhat/very responsible Somewhat/very settled Always looking for bargain "Testimonial" "Person in Crowd" 49% 77 59 89 64 ii 59% 68 52 82 59 17 Current 54% 67 55 54 18 Both of the alternate campaigns do a substantially better job than the current campaign in communicating that MORE is smoked by either men or women. Most Likely Sex of MORE Smoker "Testimonial" "Person in Crowd" Current Male 24% 28% 30% Female 39 37 ~ Either I 36 35I 15 EMB/kk 6/9/7S O O o

June 16, 1978 Mr. Eileen Over Re: "Macho" Creative Evaluation LKP's campaigns presented May 18 fail to communicate the intended message and could present Legal complications. Let's discuss by June 20th. Both campaigns try convincing the target audience "Macho" will "assert their lifestyle and individuality" indirectly. We expect the consumer to make transitional thoughts/linking headline, visual and product to an emula- table lifestyle. Given current advertising clutter, the campaigns will not impact on the smoker and communicate the intended message. Fashion This campaign is single-minded, communicating lifestyle and individuality. Potential problems are: - Legal's concern with a campaign depicting sexual attractiveness and success. - Lost sales volume by portraying fashions at odds with smokers' tastes. - The seasonality of fashion requires periodic execu- tional updating, potentially "turning off" all smokers. Simulation I have two major concerns: - This campaign addresses the mistique/romance objective in a unique and captivating way. I question, however, its ability to communicate "Macho's" contribution to the smoker's lifestyle. Readers could remember the visual while forgetting the product. - Legal could preempt the use of lookalikes. A revised campaign is not viable, since it would fail to effec- tively communicate lifestyle or individuality. Next Steps Submit campaigns for legal approval. Pending Legal's decision, present campaigns to Marketing Management. t~ o

I. Brand Positionin@ MORE is the only cigarette whose distinctiveness and unique smoking characteristics complement the lifestyle of "new values" smokers. MOREis visually distinctive to allow expression of individuality and sense of style. .Its distinctive smoking properties set it apart functionally and provide smokers unique smoking benefits. Product Attributes Distinctive appearance: 120 mm long, burnished brown and slim Distinctive smoking properties: Slow burning/long lasting, smooth, mild taste primary Benefits MORE's distinctive appearance provides smokers a unique way for expressing style and individuality. e Prime Prospect Definition Demographic Sex: Males/Females Age: 25-49 years old Income: $15M+ Occupation: White Collar/Professional Ethnic: 15% Black Usage: 100 mm full flavor Geographic County size - A&B counties City size - 50M-2MM Geographic Skew -.Mountain/Pacific', South West and East North Central Psychog[aphic "New Values" Smokers - ~nd~pwnd~nt - ~onil~ent - - Modern, style conscious 3. Rationale MORE's visually unique product characteristics have limited the Brand's acceptance among younger (18-24 yr.), "conformist" and 85 mm full flavor smoker segments. MORE continues to show above average growth and development among the segments of the market identified as prime prospects. o o~

-2- 4. Current Brand Position MORE is positioned as a long, slim, burnished brown 120 mm cigarette that provides a combination of consumer end benefits not found in any other brand. Product Attributes Physical appearance: Primar~ Benefits 120 mm long, burnished brown and slim. Distinctive from other cigarettes in smoking properties as well as appearance. Current Brand Perception A. ProductImage Current Brand perceptions are in line with desired per- ceptions. MORE is perceived as a slim, extra long, brown, low tar cigarette delivering a smooth, mild taste. MQRE is viewed by aware smokers versus its major competition (B&H 100's) as a cigarette significantly lower in tar and nicotine, harder to draw and somewhat weak in tobacco taste. In spite of MORE's slow burning characteristics, the Brand is not perceived as lasting as long as most other cigarettes by 15% of aware smokers. Overall, MORE's burn rate perceptions 0

-3- are somewhat favorable compared to Benson & Hedges 100's. However, some confusion exists among a significant number of smokers who perceive MORE not lasting as long as most other brands. BRAND IMAGE RATINGS (% of Aware Smokers) Product Ima~ Somewhat/Much lower/ Lowest tar & nicotine Too weak in tobacco flavor Somewhat/Very difficult to draw More value than most Burn Rate: Too long Longer than most others, but not too long As long as most others Not as long as most others MORE B&H 100's % % 55 28 30 8 15 37 47 Source: MORE: February 1978 CCS B&H 100's: May.1977 CCS B. User Image. MORE smoker image perceptions exhibit certain deficiencies relative to major competition (B&H 100's). Current CCS ~ Data tends to confirm that the MORE smoker perception has not changed dramatically since the Post Positioning Study

-4- conducted in May 1976. Relative to B&H 100's, the MORE smoker continues to be perceived as: - too flashy/attention seeking - not confident/more insecure - less emulatable - less warm and friendly SMOKER IMAGE RATINGS (% of Aware Smokers) Smoker Image Male Female Either. Younger Middle Age Older Unspec. Moderately Stylish Flashy in Dress & Appearance Confident Warm & Friendly Unlike You/Not Admirable MORE B&H 100's % % 25 21 5 6 45 48 Source: MORE: February 1978 CCS B&H 100's: May 1977 CCS Overall ratings suggest the MORE smoker is perceivedas a "freaky" individual who tends to smoke the Brand to be different and make a statement regarding his/her personality. These tend to be negative smoker image attributes'whiCh the Brand Group is currently addressing. Primary Benefit(s) MORE offers smokers a multitude of benefits not found in any other cigarette - its distinctive appearance, longer lasting properties and smooth mild taste, combine to make it a more enjoyable smoke. o

-5- Although there is no data available to substantiate this, the Brand Group senses MORE's unique appearance - extra length and brown wrapping - tends to satisfy a prime con- sumer desire to express his/her individuality. Predominant sales communication in research, however, continues to be concentrated on the Brand's unique attributes (length, brown, lean/slim) and not on user imagery. This partly reflects MORE's current advertising, and the unwilling- ness on the part of MORE smokers to admit the reason they smoke the product is for image gratifying purposes. MORE's unique smoking properties - slow burn/long lasting - tend to be perceived as secondary benefits satisfying pro- duct delivery expectations. The MORE smoker, then, provides rational reasons (length, taste, long lasting) for smoking the Brand, rather than admitting the primary reason for usage is emotional. MORE smokers attribute their rational preference for MORE in terms of product benefits closely associated with the Brand's physical characteristics. Depending entirely on the individual's stated preference, the "length" benefit is not unique since B&H 100's also advocates "length" as their primary benefit. On the other hand, if the MORE smoker prefers MORE cigarettes due to their slow burning characteristics, this benefit is unique since B&H 100's does not claim or advocate that specific benefit. As positioned today, therefore, MORE lacks a unique primary benefit that could potentially satisfy rational and emotional smokers' wants. The variety of rational benefits provided does not grant the Brand distinct unified positioning in the smoker's. mind. The stylishness of the Brand would seem to suggest the pursuit of a lifestyle/image oriented positioning. 5. Desired Perception A. User Image Chan@es February 1978 CCS data suggests that cdrrent smoker image perceptions are not optional, thus limiting the Brand's acceptance and potential growth. Relative to their wants, aware smokers perceived MORE users as: - too attention seeking - too stylish - not confident - not emulatable - female o o ~,~

-6- These deficiencies should be addressed so a more positive, stylish image of the user is established - but not to the exclusion of the smoker's distinctive- ness or expression of individuality. The desired perception of the MORE smoker should be: - male/female - upscale - independent - style conscious - warm, emulatable - confident (not cocky) Rationale User Image Current smoker image needs to be improved to maximize MORE's acceptance among competitive smokers. The Brand's female image limits trial among males and does not reflect MORE's actual usage patterns (40/60 male/ female distribution). A dual-sex smoker image would reflect the important volume contribution made by the male sector of the franchise while not necessarily alienating the female smoker. NFO Fall 1977 Screenin~ Distribution of Smokers Male Female Brand/Category % % MORE [~6] 60 i00 mm 33 66 A distinct, stylish, upscale smoker image would improve MORE's overall positioning in relation to its competi- tion and the category. By so doing, the Brand could minimize switching losses due to current negative smoker image perceptions and also attract additional smokers. Desired Perceptiqn Product Imag~.Cha.qges Current product image is in line with desired perception. MORE is currently perceived as having somewhat less tar than most other brands even though its tar level is one of the highest among filtered cigarettes. MORE is - seen as having a tar level between hi-fi's and full flavors.

-7- Current tar level perceptions place the Brand in the fastest growing of the cigarette industry - the low tar category. Competitive smokers see MORE as being too weak in tobacco taste delivery. MORE's franchise, however, perceives the Brand as just right. Adjusting the strength of MORE to suit competitive smokers carries the potential risk of alienating current franchise. Desired Perception Primary. Benefit Chan~e Current copy strategy reflects the change to sustaining advertising in mid 1976 designed to shift communication emphasis from unique product attributes to benefits. MORE's distinctive appearance and unusual smoking characteristics have provided smokers a variety of rational benefits to smoke the Brand. In an attempt to provide consumers a single, unifying benefit and build a more favorable smoker image, the Brand Group/Agency will shift communicationemphasis from product related benefits to image related benefits. Current Benefit Statement: Distinctive from other cigarettes in smoking properties as well as appearance. Desired Benefit Statement: MORE provides smokers a unique way of expressing style and individuality. Rationale MORE.'s visual distinctiveness enables it to fulfill a smoker's desire to express his/her individuality. The current benefit statement doesnot take full advantage of the product's configuration to satisfy smokers' emotional reasons for smoking MORE. The desired benefit statementwould tend to improve MORE's image relative to B&H 100's. By emphasizing style and individuality in a tasteful manner, some of the "freakier" perceptions smokers have of MORE users will tend to disappear. A style/individuality benefit orientation will provide smokers a single-minded, unified positioning in the consumer's mind. The current variety of rational product benefits does not provide such a positioning.

-8- o Strate@ie~ The repositioning of the Brand in the consumers' minds will be achieved via revised copy strategy and visual executions. Copy Strategy MORE is the only 120 mm, brown wrapped, slim cigarette that provides smokers visual distinctiveness and the opportunity to express their individuality. Creative Strategy Will portray MORE smokers in captivating contemporary and distinctively stylish surroundings. Tone Upscale, individualistic, distinctive, tasteful.

LKP Focus of Sale MORE is a unique, stylish 120mm cigarette. The advertising should also establish that MORE provides smoking satisfaction, and is available in filter and menthol. Consumer Benefits Primary Benefit: MORE is the only cigarette that allows smokers to express their individuality and sense of style. Product Benefit: MORE burns slower and lasts longer than any other cigarette.

Satisfaction Focus of Sale MORE is a uniquely satisfying smoking experience. The advertising should also establish that MORE provides excellent taste in a broadly appealing, stylish 120mm cigarette that is available in both filter and menthol. Consumer Benefits Primary Benefit: MORE provides a uniquely satisfying smoking experience. Product Benefit: MORE delivers satisfaction and excellent taste in a visually distinctive extra length cigarette.

Satisfaction Focus of Sale MORE is a uniquely satisfying smoking experience. MORE also provides excellent taste in a broadly appealing, stylish 120mm cigarette that is available in both filter and menthol. Consumer Benefits Primary Benefit: MORE provides a smoking experience that is uniquely satisfying. Product Benefit: MORE delivers satisfaction and excellent taste in a visually distinctive extra length cigarette.

January 4, 1978 John C. Holley, Jr. MORE November Status Re.port Volume Through November, MORE shipments continued to exceed the 1977 original plan by 139MM units (2.6%). The filter product con- tributed 95MM units (3.2%) to the favorable variance while MORE menthol is ahead of plan by 44MM (I~9%)% November YTD Volume is 406MM units (8.1%) ahead of YTD 1976. MORE menthol is ahead by 8.5%, (184MM units) while MORE filter is ahead of 1976 YTD by 222MM units (7.8%). These year-to-date comparisons could have been favorably affected by the September coupon drop and the decrease in shipments that followed the October 1976 price increase. MORE is currently forecasted to ship 5,841MM units. In order to achieve this goal MORE has to ship 436.7MM units during December; 246.5MM by the filter version and 191.2MM by the menthol product. This is believed to be an attainable goal that will be met by shipping 109.2MM units per week for the month of December. If MORE continues to ship at the past 4 week average rate, actual shipping volume could exceed forecast by 26.3MM units. Volume Review MM Units Period/Area Year-To-Date -Actual/F'cast B (W) Plan B (W) 1976 Amt. % Amt. % Filter 3,057.0 95 3.2% 222 7.8% Menthol 2,347.0 44 1.9 .184 8.5 Total 5,404.0 139 2.6 40~ 8.1 Remainder Of Year Filter 246.5 (.5) .2 2.9 1.2 Menthol 191.2 (.8) .4 8.4 - 4.6 Total 437.7 (1.3) .3 11.3 2.6 Full Year Filter 3,303.5 94.5 2.9 225 7.3 Menthol 2,538.2 43.2 1.7 193 8.2 Total ~,841.7 137.7 2.4% ~18 7.7%

January 4, 1978 To: John C. Holley, Jr. MORE November Status Report Volume Through November, MORE shipments continued to exceed the 1977 original plan by 139MM units (2.6%). The filter product con- tributed 95MM units (3.2%) to the favorable variance while MORE menthol is ahead of plan by 44MM (1.9%). November YTD Volume is 406MM units (8.1%) ahead of YTD 1976. MORE menthol is ahead by 8.5%, (184MM units) while MORE filter is ahead of 1976 YTD by 222MM units (7.8%). These year-to-date comparisons could have been' favorably affected by the September coupon drop and the decrease in shipments that followed the October 1976 price increase. MORE is currently forecasted to ship 5,841MM units. In order to achieve this goal MORE has to ship 436.7MM units during December; 246.5MM by the filter version and 191.2MM by the menthol product. This is believed to be an attainable goal that will be met by shipping 109.2MM units per week for the month of December. If MORE continues to ship at the past 4 week average rate, actual shipping volume could exceed forecast by 26.3MM units. Volume Review MM Units P~riod/Area Year-To-Date Actual/F ' cast B (W) Plan B (W) 1976 Amt. % Amt. % Filter Menthol Total 3,057.0 2,347.0 5,404.0 95 3.2% 222 7.8% 44 1.9 184 8.5 139 2.6 406 8.1 Remainder Of Year Filter Menthol Total 246.5 191.2 437.7 (.5) .2 2.9 1.2 (.8) .4 8.4 4.6 (1.3) .3 11.3 2.6 Full Year Filter Menthol Total 3,303.5 2,538.2 5,841.7 94.5 2.9 225 7.3 43.2 1.7 193 8.2 137.7 2.4% 418 7.7%

~pendin~ Through November,~ MORE's marketing expenses were $8,892.6MM. This amount represents $2,465.2MM (21.7%) less than YTD 1976 and $931.2MM (9.4%) less than "1977 Plan." This favorable YTD to plan variance results from the cut in OOH activity for MORE as a result of REAL's introduction and a reduced advertising production budget resulting from the above cut. However, these savings were partly offset by higher promotional costs associated with coupon production due to increased cou- poning activity. For the remainder of the year MORE will spend $I,310.8MM. This represents $49.8MM less than plan and $1,012MM less than November- Dece~er 1976. The Brand Group considers this to be on target when taking into consideration the funds needed to finance the remaining couponing activity and costs associated with the de- velopment and testing of 1978's new campaign. Current month expenditures posted a substantial decline over October's expenses and were more in line with the brand's average monthly disbursements according to the current budget. The in- crease in promotional expenditures reflects the increased cou- poning activity and coupon production. November expenditures are $74.8 less than plan and $150.4 ~ess than November 1976. November compares favorably with October 1977 expenditures since the latter exceeded plan by $412.6 and October 1976 by $431.1. November's favorable comparison with October occurs partly as a result of MORE not appearing in several Sunday Supplement publications and a decrease in November's OOH billings that tend to be reflected in Nbvember's budget report.

Period/Item Actual/F'cast B/(W) Plan $ % B$/(W) Plan% Year-To-Date Print OOH Production Promotion Other Total Remainder Year Print OOH Production Promotion Other Total Full Year Print OOH Production Promotion Other Total Current Month Print OOH Production Promotion Other Total Prior Month Print OOH Production Promotion Other Total $~4,715.9 2,159.9 331.6 1,684.3 ,9 $'8,892.6 $ 334.1 iii.0 181.4 684.3 .i $ 1,310.8 $ 5,050.0 2,271.0 513.0 2,168.0 .... 1.0 $10,003.0 $ 234.1 285.7 45.1 232.4 ........ .01 $ 797.4 $ 513.1 496.2 68.4 206.4 $ 1,284.1 $ 14.1 - $ 804.1 14.5% 684.5 24.1% 1,814.1 45.6 291.7 47.0 220.1 40.0 (60.0) (4.0) (372.3) (28.3) .9 - • (.8) - $ 931.2- 9.4% ~2,465.2 21.7% $ (74.9) 22.1% (148.0) * 124.7 * 148.0 * $ 49.8 3.7% $ 109.0 2.1% 832.0 26.8 167.0 24.6 (396.0) 22.3 $ 712.0 6.6% $ 174.6 42.6% (27.0) (10.4) 11.5 20.3 (84.8) (57.4) .5 83.0 $" 74.8 8.5% $(104.3) (25.7)% (237.7) (92.0) (11.8) (15.9) (.58.8) (39.8) $(412.6) (47.3)% $ (302.3) * 557.0 83.3% 8.6 4.5 748.7 52.2 $1,012.0 26.8% $ 501.0 9.0% 2,371.0 51.1 228.0 30.1 577.0 21.0 (.9) * $3,676.1 26.8% $ 128 .i 35.1% 14.0 4.7 (26.3) * 34.6 12.9 • • " .03 - $ 150.4 i5.8% (96.3) (23.1)% (263.8) * (35.0) * (36.0) (21.2) (431.1) (50.5)%

Project Status Report Advertising CommunicatiOns .Test - The results of the communi- cations test for the three alternate campaigns conducted in November were received December 27. The results will be re- viewed by the Brand Group and the Agency and a recommendation will be submitted by ~anu~r~. 18. Additions to Current Pool - A new execution "The Cigarette with MORE'" was approved and will be added to the current pool to appear in February publications. A second execution, "This is MORE like it" has been approved and will be ready to appear in April's publications. Promotion Program - The promotion program developed by the Agency/RJR Promotion Department has been approved by TES. A meeting with concerned parties is due January 4 to assign res- ponsibilities and set a timetable. Alternate promotion activities for execution in the summer and fall of 1978 are currently being considered by the BG/Agency/ Promotion Department. Couponing Ansercard redemption rates continue to perform approximately 50% below rates for FSI of the same value. It is interesting to note, however, thata $.50 off-on-a-carton FSI redeems at ap- proximately the same rate as a $1.00-off-on-a-carton ansercard. YTD % MRD Size Code Description Date Redeemed Forecast Dro~ 114 FSI Coop 5/77 5.25 6.0 2.93M 119 FSI E 5/77 6.18 6.5 .221M 120 FSI Sign 5/77 3.04 3.5 .709M 147 FSI Coop 9/77 0.9 5.0 3.78M 115 Ansercard 5/77 3.50 3.8 13.7M 146 Ansercard 9/77 1.2 3.6 17.3M 016 Direct Mail 2/76 6.07 6.2 1.30M 163 Direct Mail 9/77 0.8 6.0 .300M 028 .50¢ FSI 5/76 3.66 - 9.27M 115 $i Ans. 5/77 3.50 3.8 13.7M

Pending approval the drops listed below should be considered terminated from the end of December. This recommendation rests primarily on the small number of coupons coming in at the Redemption Center, and the negligible impact that they will have on final redemption rates. Though it is unlikely that the center will stop honoring these redemptions, from a financial standpoint these drops should cease to be taken into consideration after December 1977. Code Description Drop September Redemption % October November 015 $.50 DM II.3M 4.50 4.51 4.52 028 $.50 FSI 9.2M 3.63 3.65 3.66 029 $i.00 DM 8.5M 5.50 5.53 5.55 Product Test The improved MORE product test results have been received, however, tabulation has been delayed due to corporate commit- ments. A recommendation will be made by the Brand Group by January 31. Line Extension Concepts Product concepts have been developed and MRD is currently pre- paring a concept test recommendation due J.anqar~ 16. The following concept statements for the following MORE companion products have been revised and approved by BG/Agency. - 85mm brown low "tar" - 85mm slim brown low "tar" - 100mm slim brown low "tar" Vending Program RJR has ~agreed to terminate the contract with E. B. Metal and Rubber Industries for the manufacture of the remaining 2,300 units. The 2,700 units (1,148 electric and 1,552 manual) already manufactured will be placed in test market. At the end of the test period RJR will determine on a "go" "no go" basis the viability of the Vendex project~

Pending approval the drops listed below should be considered terminated from the end of December. This recommendation rests primarily on the small number of coupons coming in at the Redemption Center, and the negligible impact that they will have on final redemption rates. Though it is unlikely that the center will stop honoring these redemptions, from a financial standpoint these drops should cease to be taken into consideration after December 1977. Code Description Dr~ ~eptember Redemption % October November 015 $.50 DM II.3M 4.50 4.51 4.52 028 $.50 FSI 9.2M 3.63 3.65 3.66 029 $I.00 DM 8.5M 5.50 5.53 5.55 Product Test The improved MORE product test results have been received, however, tabulation has been delayed due to corporate commit- ments. A recommendation will be made by the Brand Group by January 31. Line Extensioq Copcepts. Product concepts have been developed and MRD is currently pre- paring a concept test recommendation due ~anuary 16. The follow~-ng concept statements for the following MORE companion products have been revised and approved by BG/Agency. - 85mm brown low "tar" - 85mm slim brown low "tar" - 100mm slim brown low "tar" Vendin~g Program RJR has agreed to terminate the contract with E. B. Metal and Rubber Industries for the manufacture of the remaining 2,300 units. The 2,700 units (1,148 electric and 1,552 manual) already manufactured will be placed in test market. At the end of the test period RJR will determine on a "go" "no go" basis the viability of the Vendex project.

Expenditure Test Agency and MRD are currently developing a spending test recom- mendation that will examine the brand's sensitivity to different OOH advertising spending levels. Due ~ebruary 15. Quarterly Review The BG held its ist quarterly MORE review where the following was discussed: - Business trends - shipments to date and projections for '78. - Source of recent business - WPB and Cincinnati markets - Latest NFO/CCS Data - Packaging innovations developed by TD Additional information has been requested in order to determine: - NFO switching data for MORE's occasional users - CCS Acceptor/Rejector - and Product Image Perception for BH i00 - Further breakdown of the 18-24/25-34 age group CCS data Due: ASAP Demographic/Regional NFO NFO MORE smokers vs.-smoker population according to the brand's growth performance data has been prepared and will become available shortly.

The following is an up-to-date listing of all the coupon drops exceeding a minimum circulation of IMM. Drop Code Type Date # Of Coupons Redemption Rates MRD BG Forecast Forecast 00015 $.50 DM 1/76 00029 $i.00 DM 5/76 II. 3MM 4.6 4.55 8.5MM 5.6 00028 $.50 FSI 00031 $i.00 FSI 00114 $i.00 FSI-C 00147 $i.00 FSI-C 5/76 8/76 5/77 9/77 9.2MM 17 .SMM 2.9MM 3.7MM 3.7 5.3 5.2 6.0 5.4 5.0 5.2 00115 $i.00 ANS 00146 $i.00 ANS 5/77 9/77 13.8MM 3.8 3.6 17.4MM 3.6

Drop Code 00015 00029 00028 00031 00114 00147 00115 00146 YTD " A6tual 4.52 5.55 3.66 5.17 5.25 0.91 3.50 0.20

March 22, 1978 Mr. D. F. Pearson Re: MORE Improved Product This provides a BrandGroup summary of the recent consumer product test for improved MORE product candidates and ~fur- nishes the Brand's recommendation for action to be taken based on the results of this product test. RECOMMENDED ACTION The Brand Group recommends national expansion of the improved MORE Filter and Menthol products as soon as the necessary manufacturing capability exists to apply 39 mm tipping. Manu- facturing is currently developing a firm timetable for this conversion. Preliminarily, it appears that this capability will exist in early 3rd quarter, 1978. BACKGROUND .Development of improved MORE Filter and Menthol candidates was requested by the Brand Group in late 1976. The objec- tives/suggested specifications for the improved products were outlined as follows (no priority/order of importance was established): • Reduce puff count. Improve taste/satisfaction/strength perception in direction of Benson & Hedges and Marlboro 100's. . • Improve ease of draw. • Improve objectionable aftertaste. Improve menthol delivery to parity with SALEM (Menthol style). • Reduce TPM to 18 mg, if possible. • Reduce wrapper costs, if possible. Monadic product testing of improved candidates and current products was conducted in the 4th quarter among both MORE smokers and competitive smokers. Preliminary presentation of the results was made in early February.

Mr. D. F. Pearson March 22, 1978 Page 2 The final MRD report of this product is attached. Based on differences seen between the test product and current product, MRD's concluding recommendation is to market test the improved product prior to expanding it nationally. The following Brand Group summary and recommendation addresses these differences. SUMMARY OF FINDINGS Overall consumer acceptance findings from the test can be summarized in the tables below. Non-Menthol Menthol More Competitive More Competitive Users Users Users Users Total ND ND ND Men ND • ND ND llTest~ Women ND ~_~_~ ND Under 35 -- ~ .... 35+ ND ND ND 80/85 -- !Test~ -- 100/120 -- ND -- ND Full Flavor -- ITest~ -- ~Test~ Mid Flavor/Hi-Fi -- ICurren~ -- ND ND = No difference. [--2 = Product received directionally higher monadic rating. ~ = Product received significantly higher monadic rating at 80% confidence level. ~--~= Produ6t received significantly higher monadic rating at 95% confidence level. From the standpoint of overall acceptance among competitive users, it is observed that the test products generally per- formed at least at parity to current, and among several seg- ments, outperformed the current product. On balance, the improved (test) product is seen to be a ,positive among competitive users. Among current MORE smokers, consumer acceptance levels appear to be virtually the same for both the test and current products. Upon further examination of the non-menthol cell, however, the MRD report notes some differences on attribute ratings between the test and current products. -

Mr. D. F. Pearson" March 22, 1978 Page 3 DETAIL: NON-MENTHOL TEST PRODUCT MORE Smokers As noted, MORE smokers rated current and test products equally high. There were no differences among the measurable sub-samples of age/sex/usage. While ~here is no comparable normative data for overall rating among current users, it would appear that 70+ ratings for both current and test products (86% and 84%, respectively) are exceptionally high. Attribute ratings do reflect some differences between current and test products among MORE users. Relative Advantages for test product .. • easier to draw • more tobacco taste Relative Advantages for current product • easier to get smoke • less harsh • burned slower • more satisfying • more natural taste • smoke stings less • last as good as first Further examination of attribute ratings in favor of the current product on an agree/disagree scale (all but burn rate) reveals that, in all cases, both the current and test. products performed ver~ well on these scales. For example, on the attribute of "satisfying," while there was a signi- ficant statistical difference between the two products, smokers agreed strongly that the test product was satisfying. On the "burn rate" attribute, it was expected that the test product wo~id be perceived as burning faster than current. Importantly, the rating received by the test product indicates that MORE smokers felt it burned at "about the right speed." On balance, the test product appears to perform quite well on an absolute basis against the current user. When compared directly with the current product, some relativedifferences are seen. These differences, however, do not appear to be of such a magnitude to influence their acceptance of the product. The exceptionally high monadic ratings received by both pro- ducts would tend to confirm this hypothesis. Competitive Smokers Among competitive smokers in total, there was no difference in overall monadic rating between the two products. However, the test product did receive significantly higher ratings c)

Mr. D. F. Pearson" March 22, 1978 Page 4 among smokers under 3~, 80/~5 mm smokers, and full flavor smokers. Directionally higher ratings were given the test product by females. Among middle flavor/hi-fi smokers, the current product received a directionally higher rating. Among other key target segments for MORE (35+ and 100/120 mm smokers), there were no differences in overall ratings for the two products. Although significantly higher ratings were not given the test products by all key segments (women, older smokers, 100/120 mm smokers); in total, the Brand Group believes that the test product does result in incremental competitive levera~e._relative to the current product. "In addition to the improvements noted in overall rating among competitive smokers, the attribute ratings suggest that vast improvements have been made with the improved products in the areas of bad aftertaste and slow burn rate. It does not appear that improvements sought in taste/satis- faction/strength or ease of draw were achieved, however. CONCLUSIONS On balance, the Brand Group views the results achieved by the test products (both filter and menthol) as favorable. While all objectives of the development program were not. achieved, it is important to note that several objectives were achieved. Among competitive smokers - Accelerated burn rate - Improved ease of draw (Menthol style) - Improved aftertaste • Reduced tar Reduced wrapper cost (possible pending further TD testing) The risks associated with the non-menthol test product among current users are seen to be extremely slight -- especially when viewed in the context of the exceptionally good absolute ratings received by the test product on the attributes in question. Further, the significant improve- ments of the improved product noted~among competitive smokers are seen to more than outweigh~ the slight relative disadvantages among current smokers.

Mr. D. F. Pearson- March 22, 1978 Page 5 RATIONALE FOR RECOMMENDATION The Brand Group believes that any risk attendant to national expansion without test marketing is extremely small for the following reasons. - Among competitive smokers, the test product outperformed the current product ih several of demographic and usage sub-samples. - Among MORE smokers, the test products achieved parity on the basis of overall acceptance. Internal attribute differences for the non- menthol test product among current users are, in the judgment of the Brand Group, more than offset by the good absolute ratings on these attributes and by the product's generally better performance among competitive smokers. - Defection of current smokers to comparable brands is unlikely due to MORE's unique characteristics. OTHER CONSIDERATIONS The Brand Group's memorandum of 3/10 outlined the status of MORE tar values. It was noted that the FTC has, in all probability, picked up product that will measure at. 23/24 mg for at least two reports that have yet to be issued. The first of these reports is expected in late May/early June. Assuming the next report does reflect values in the 23/24 mg range, MORE will have to reflect the new FTC numbers in its advertising until such time that a 20%+ variance from the new numbers can be established. While it is acknowledged that there are other important market- ing considerations, introduction of the improved products at an 18 mg tar level will provide the required 20%+ variance to request a special pick-up and measurement by the FTC. An interim measure of increased air dilution, designed to return tar values to the current 21 mg target, will not provide the required variance to request a spe- cial FTC pick-up. Action on this interim measure has been delayed pending a decision on whether the improved products will be nationally introduced. In the Brand Group's experience, a shipment test of a - product change can generally not be evaluated before six months of data have been accumulated. Due to lead times involved, we would not expect to have a six month evaluation of a shipment test on the improved MORE pro- duct before early 2nd quarter, 1979. Subsequent to this

Mr. D. F. Pearson. March 22, 1978 Page 6 evaluation, it would likely be at least June or July, 1979 before the improved product would be expanded nationally. SUMMARY The Brand Group recommends national expansion of the improved MORE products. It is the Brand's belief thit this measure can be taken with little or no risk to the current franchise. Should it be decided to move only to a limited area of the country for the purpose of market testing these products, a test plan and timetable will be developed for Management approval. The Brand Group will be happy to discuss this recommendation in detail. E. M. Blackmer EMB/kk cc" Ms~ Marcia Buchalter Messrs. R. H. Cundiff Jerry Dodd W. P. Hanes D. P. Johnson J. L. McKenzie D. H. Murphy T. L. Ogburn, Jr. H. E. Osmon W. T. Robinson, Jr. R. F. Sanchez-Elia J. H. Sherrill, Jr. Attachment

July 28, 1978 Please Route To: Messrs. D. F. Pearson N. W. Glover T. E. Sandefur, Jr.* J. H. Sherrill, Jr.* R. E. Anderson* W. P. Hanes* Dr. A. H. Laurene* E. M. Blackmer Re: Revised MORE Product Development Request This forwards, for your concurrence, a revised development request for improved 18 mg MORE products. The initial request, dated July 7, was recently routed and approved. The revisions contained in the current document resulted from a Product Request Review meeting on July 25. To facilitate your review of the revised document, a copy of the initial request is attached with notations of revisions in red ink. Please advise if there are any questions. E. M. Blackmer EMB/kk Attachments * To expedite routing of this request, please ask your secretary to call my office (Ext. 4365) once you have signed the request. A member of the Brand Group will pick up the document from your office and hand carry to the next individual on the routing list.

July 28, 1978 Hr. R. H. Cundlff Re: Improved HORE 18 ~g Products Product Developmen~ Request (Revised) I. Su~ar~ of Harketlng O~portunity A. Background The 1976 HORE Post Positioning Study identified several product deficiencies which llmlted product acceptance. On November 15, 1976~ the Brand Group issued a product request designed to meet the following objectives: Improve draw Reduce puff count Reduce tar level to 18 mg Improve aftertaste Increase menthol dellvery Reduce wrapper costs In addition, since lO0mm smokers represented the segment most receptive to the MORE concept~ product development sought to bring HORE's smoking characterlstlcs/satlsfactlon level closer to lOOmm full flavor brands. New 18 mg filter and menthol products were de~eloped to address these objectives and submitted to NFOpanel test in September~ 1977 versus current MORE products (23/24 mg) among competitive smokers and MORE smokers. B. .Summar~ of Findings On an overall basis, both test products performed at parity with current products. While results of the test were considered generally favorable given the substantial tar reduction from 23/24 mg to 18 mg, development objectives were not achieved across the board.

-2- The following table illustrates the degree to whlch the test products were able to achieve the objectives: 1976 Development Objectives MO.__~ Improve Perception of: Taste Yes No Diff. Satisfaction No No Diff. Strength No Diff. No Improve ease of draw Yes No Improve aftertaste No Diff. Yes Improve menthol delivery X X Reduce tar to 18 mg Yes Eeduce puff count Yes Reduce wrapper costs No RESULTS 2481 2482 Non-Menthol ..,Menthol Competitive 'MORE ~ompetltlv~ No Diff. No Diff. No Diff. No Diff. No Diff. No Diff. No Diff. No Diff. No Diff. Yes No Diff. No Diff. Yes Yes No (Source: MRD Product Research Report #'s 77-1486, 77-1487 March 16, 1978) O o

--3- " C. Comparative Testing Honadle product testing conducted during 1977 provided addltlonal insight into NORE's competitive acceptance. The followlng table illustrates these studles':maJor findings: PERFORMANCE STANDARD: PARITY VS. COMPETITIVE 100mm HI-FI BRANDS Non-Menthol NINSTON Light i00 Merit F I00 Z Rating 7+ (FF/MF lOOmm Smokers) VANTAGE 100 35 MORE Filter 30~ Attribute Differences (Relative to Competitive Product)_ Less satisfying, not as rich, not as smooth, harder to draw Less satlsfylng,not as smooth, harder to draw Not as smooth,.not as mild Menthol Merit M 100 48 MORE Menthol ~~ SALEM LIght 100 35---~ (Source: 1977 HRD Product Testing) Stronger Stronger, milder, more satisfying 0 0 In summary, the non menthol MORE product is rated significantly below competitive 100mm hl-flvs. Major ~eflclencles are apparent in the areas of satisfaction, smoothness and ease of draw. Conversely, the menthol MORE product performs very satisfactorily relative to competitive products. The major advantage for the menthol product is in the area of strength~

-4- D. Revised Development Direction 1. Taste Level In 1976, product development objectives were based on the Post Positioning Study findings. At the time, the deficiency noted in product strength was translated to product redevel- opment targeted to taste/satlsfactlon levels of 100mm full flavor brands. The 100mm hi-fi segment was vlrtually non- existent in 1976. Changing consumer wants/taste expectations and the subsequent emergence of the 100mm hi-fi category suggest that smooth, ~ild taste should be the key goal for MORE's taste properties in 1978. By moving from a targeted taste level comparable . to 100mm full flavor brands and toward a smoother, milder taste, the Brand's taste characteristics would also be more consistent with its current perception. 2. Menthol Level The performance of the menthol product in 1977 comparative testing suggests that the current menthol level is satisfactory. 3. Aftertaste Further examination of more recent product testing by ERDhas revealed that aftertaste deficiencies exist only in the nonc menthol'st~le rather than both styles. Complete development objectives are listed in Section II of this request. II. Description of Project A. Development Objectives Prlorlzed development objectives for this project are as f011ows: I. Improved Consumer Acceptance vs. product currently in market 2. 18 mg tar level 3. Improved Profitability B. Product Speclflcatlons/Objectlves I. Physlcal Characteristics 120mm filter and menthol style • 21mm circumference • 39mm tipping paper • 35n~n filter plug (5 nun extension from current product's 30 mm filter plug)

-5- e Smokln$ Characteristics • Reduce dlfflculty of draw • Improve aftertaste (non-menthol only) • Improve satisfaction • Improve smoothness • Improve mildness • Improve burn characteristics - Suggested reduction of puffcount by 2 puffs. Competitive advantage should be maintained over other products. - Reduce static burnout III. 3. Shelf Life Shelf life should be such that product freshness can be expected over a reasonable inventory period. Prime Prospect This product will be targeted against MORE's current prime prospect. Demographic • Females • Smokers 35+ Middle income :($15M) College educated ~ite collar occupations • i00 mm full flavor smokers IV. Action Standards Consumer Acceptance I. Competitive Smokers • Significant preference for test product vs, current product among: - Total i00mm full flavor smokers -- Key segments of female and 35+ 100mm full flavor smokers o

-6- Significant improvemeqt on satisfaction and on a_majorlty of following attrlbutes/no deficiencies - Ease of draw - Aftertaste (non-menthol only) - Smoothness - Mildness - Burn Characteristics VI. VII. 2. MORE Smokers • Parity rating among total franchise and key segment of 35+ smokers • No major deficiencies vs. current on the following attributes. In research among MORE smokersp performance on these attributes substantially influences overall rating. - Satisfaction - Rich Flavor - Smoothness - Aftertaste Tar Level Target of 18 mg (~ .5 mg on Hark IX making equipment) C. Varlable Cost Reduction of at least $.05/M compared to current product. Project Priority • Priorlty.#10 Project,Timin~ • Tobacco Development will provide development schedulein separate N@mor~ndu~ after a~proved~r~quest h~s been ~ece~ved. Project Personnel Tobacco Development - John Wilson - 3590 Marketing Researqh - Alan Cox - 4237 Brand Group - Ed Blackmer - 4365 Manufacturing - W. P. Hanes - 2531

-7- VIII. Other Capital Investment - Extended Filter Plug (Total Conversion) In addition to $160,000 already committed for the purchase and installation of a filter maker suitable for 140mm filter plugs, $279,100 will be required to obtain the necessary parts for an extended filter plug on new generation equipment. Cost Savings - Extended Filter Plug Comptroller estimates indicate an extended filter plug would result in a $.15 per M savings in leaf, LIFO, casing, and cigarette paper. ~ese savings would be partially offset by additional costs in tipping paper and filter materlal ($.02 and $.06 per M, respectively) for a net saving total of $.07 per M. IX. TD/Operations Assessment of Meeting All Requested Criteria At a meeting of the Product Review and Acceptance Committee on July 25, 1978, the following points were made. The MORE cigarette, because of unusual shape and size, seems to have different characteristics according to the maker used (6-8-6 visa vis Mark IX). The initial product development will be accomplished on 6-8'6 making equipment. Change parts will be ordered to further development on Mark IX machlnery. These parts will not be available before January or February, 1979. It is anticipated that initia]-NF0 testing Will be made using 6-8-6 produced product and this product related to Mark IX produced product. If an acceptable product is realized, the logistics of test .market production on Mark IX makers would be extremely difficult for Manufacturing. One alternative would be to order all Mark IX change parts after a successful NFO test, and initiate test markets with available 6-8-6 equipment. Do TD feels that some of the action standards will be exceedingly difficult to reach. The improved ease of draw requested is counter to the steps required to reduce tar and puff count. In addition it will be difficult to improve the aftertaste on the non-menthol version. These things will be worked on in the development, but it needs to be pointed out at inception that these standards may not be reached. E. M. Blackmer Eb~Ikk

-8- CONCURRENCE: D. F. Pearson N. W. Glover T. E. Sandefur, Jr. J. H. Sherrill, Jr. R. E. Anderson W. P. Hanes A. H. Laurene Mr. D. P. Johnson Mr. J. L. McKenzle Mr. J. B. Wilson Mr. A. R. Cox Ms. S. A. MacKinnon Ms. Glenda Cardwell

-5- Smokln# Charac,teri~,tlc,~ • Reduce difflculty of draw • Improve aftertaste (non-menthol only) • Improve satisfaction • Improve smoothness • Improve mildness • Improve burn characteristics - Suggested reduction of puffcount by 2 puffs. Competitive advantage should be ~alntalned over other products. - Reduce static burnout III. 3. Shelf Life Shelf life should be such that product freshness can be expected over a reasonable inventory period. Prime Prospect This product will be targeted against MORE's current prime prospect. Demograph!q • Females • Smokers 35+ • >~ddle income ($15M) • ~ollege educated • White collar occupations • i00 mm full flavor smokers IV. Action Standards A. Consumer Acceptance I. Competitive Smokers Significant preference for test product vs. current product among: - Total 100mm full flavor smokers - Key segments of female and 35+lO0mm full flavor smokers

March 20, 1978 Mr. R. H. Cundiff Re: 14 .mg MORE Product Development Request This provides a formal request for current development work for 14 mg MORE Filter and Menthol product candidates. A. Summary of Marketing Opportunit~ This product request is made as a defensive measure to: Anticipate a possible increase in consumers' awareness level concerning MORE's high 'tar' and nicotine content which in turn could lead to franchise erosion. Minimize current and anticipated switching losses to other hi-fi brands. 3. Anticipate legislative and/or anti,smoking pressure to lower 'tar'. BQ Product Specifications The following product specifications are recommended: • 120 mm filter & menthol style • 21 mm circumference • 39 mm tipping paper • 14 mg 'tar' level (±.5 mg~ • Extended filter plug ---- ~ • No external appearance changes • Menthol delivery at parity with 18 mg improved MORE C. Prime Prospect This product will be targeted to appeal to the current MORE prime prospect: male/female smokers, 25-49 years old residing in A & B counties and earning $15M+ a year.

Mr. R. H. Cundiff March 20, 1978 Page 2 D. Action Standards A consumer acceptance objective of ~ with the follow- ing products should be sought: • The improved MORE 18 mg product among current users • Benson & Hedges Light 100's Marlboro Light 100's mo Project Priority Per January 1978 TD Status Report: Project #18 mo Timin@ Product Development: Product Testing: Test Market: Possible National Introduction: It is recommended that product development be initiated by Tobacco Development in order to meet the following timetable: by J~ August 1979 The Brand Group would appreciate confirmation of the above timing by Tobacco Development. Go Project Contacts • Tobacco Development - Jerry Dodd - 3434 • Marketing Research Dept. - Dan Murphy - 7473 • Brand Group - Ed Blackmer - 4365 • Manufacturing - W. P. Hanes - 2531 So Project Code None Secur.ity No special security RSE/kk precautions__.) ~ "'~ ,~,, f/ " ~" Raul F. Sanche~-Elia Attachment

Concurrence: E. M. Blackmer D. F. Pearson N. W. Glover T,., ~. ~Sande ,ur, ~/ J. H. Sherril~, Jr. R. E. Anderson W. P. Hanes /!I~¢Dr" A" H" Laurene, cc: Messrs. W. P. Hanes D. P. Johnson J. L. McKenzie W. T. Robinson, Jr. Jerry Dodd D. H. Murphy

April 17, 1978 Mr. E. M. Blackmer Re: Extended Filter Plu~ Development Request Ao Summary of Marketing Opportunity In order to reduce MORE's variable costs and improve the Brand's overall profitability, the Brand Group requests the development of an extended filter plug for its 18 mg improved MORE product. According to preliminary estimates, the extended filter plug would result in a $.178 per M savings in leaf, casing and LIFO. These savings would in turn be offset by the additional cost of tipping paper and filter material ($.024 and $.055 per M respectively) for a net savings total of $.099 per M to the Brand. Product Specifications The extended filter plug should in no way attempt to change the smoking characteristics, consumer perceptions or external appearance of the improved 18 mg MORE product. o The filter plug should be extended to 35 mm, up by 5 mm from its current 30 mm length. Ce Do Prime Prospect This product will be targeted to current MORE users and all other smokers looking for the unique benefits that can be derived from smoking MORE. Action Standards The product should strive for parity with those action standards set for the 18 mg product.

Mr. E. M. Blackmer April 17, 1978 Page 2 mo Project Priority Per January 26, 1978 TD report, the extended filter plug will be assigned priority number 14. Pending test market considerations and re-tooling capabilities, this project will be reassigned a new priority status in the next TD report. mo Timing It is suggested that the 35 mm filter plug product be developed in accordance with the following timetable: Prototype Development: NFO panel test quantities: by September 30, 1978 by December 30, 1978 The Brand Group would appreciate confirmation of the above timing by Tobacco Development. Ge Project Contacts • Tobacco Development - Jerry Dodd - Ext. 3434 • Brand Group - Ed Blackmer - Ext. 4365 There is no project code or special security precautions assigned to this development request. In accordance with the above, the Brand Group requests that the project be approved and implemente/~?~j/~ ~ Raul F. Sanchez-pia RSE/kk 0 0 0

Concurrence: E. M. Blackmer D. F. Pearson N. W. Glover T. E. Sandefur, Jr. J. H. Sherrill, Jr. R. E. Anderson W. P. Hanes Dr. A. H. Laurene co- Messrs. W. P. Hanes D. P. Johnson J. L. McKenzie W. T. Robinson, Jr. Jerry Dodd D. H. Murphy

CONFIDENTIAL April 27, 1978 Mr. D. F. Pearson Re : MORE Improved Product Shipment Test The Brand Group has been informed that Executive Management has decided in favor of shipment testing the improved MORE product prior to its national expansion. With respect to this shipment test, the Brand Group recom- mends the following: i. That oql~. the non-menthol product be shipment tested. - Concerns raised about consumer acceptance of the improved product pertained only to the non-menthol style and only among its current users. There was general agreement among MRD and Marketing that there was little risk associated with the Menthol style. - Shipment testing both styles would almost double the incremental labor and overhead costs associated with this shipment test. For example, a test of the non- menthol product in areas representing 5% of U.S. volume has been estimated to cost approximately $2,900 per week. Including the menthol product would likely result in an incremental cost of $5,000 per week. - This proposal has been discussed with Marketing Research (Joe Sherrill) and meets with their approval. That old generation equipment be utilized to manufacture the product for the shipment test. - Manufacturing is now in the process of converting MORE making facilities to new generation equipment. However, because of limited production flexibilities with the move to Mark IX equipment, Manufacturing proposes that test market quantities be made on the old MORE making equipment. Further, this will minimize the e~fect of hand feeding the blend and will enable the new making equipment to be totally devoted to the products in national distribution.

Mr. D. F. Pearson April 27, 1978 Page 2 - This proposal has been cleared with Tobacco Development (John McKenzie) and Manufacturing Management (George Whitaker) and meets with their approval. That the shipment test be designed with the sole objective of determining whether any downside risk is associated with the improved non-menthol product. - Based on an April 7 discussion with Joe Sherrill, it was his feeling that a test of this nature could be conducted rather quickly (3 months or less) in a relatively small portion of the country. - In addition, minimizing the scope and duration of the test will have a directly proportional effect on the incremental labor and overhead cost of the test. A preliminary MRD proposal on test markets and their product requirements is due on Friday, April 28. These requirements will be furnished to Manufacturing so that their inputs can be furnished and necessary equipment conversion can be initiated. In addition, Purchasing is taking action to acquire the materials necessary for the production of 39 mm tipping paper. Once the specifics of the test have been resolved, the Brand Group will be in a position to prepare a formal timetable for initiation of the shipment test. We anticipate being able to provide this timetable by Friday, May 5. Please advise if you wish to discuss in more detail. E. M. Blackmer EMB/kk CC : Messrs. C. S. Baldwin, III C. W. Calary R. H. Cundiff J. L. Dodd W. P. Hanes D. P. Johnson Dr. A. H. Laurene G. S. Leight J. L. McKenzie D. H. Murphy B. F. Niven, Jr. T. L. Ogburn, Jr. H. E. Osmon W. T. Robinson R. F. Sanchez-Elia J. H. Sherrill, Jr. C. E. Snyder H. L. Speas W. H. Upchurch G. B. Whitaker R. L. Willard o O O

May 9, 1978 Individual copies to: Messrs. C. S. Baldwin, R. H. Barker C. W. Calary R.~ H. Cundiff J. L. Dodd W. P. Hanes D. P. Johnson Dr. A. H. Laurene G. S. Leight • W.C. Loman, Jr. S. G. Mason, Jr. J. L. McKenzie D. H. Murphy B. F. Niven, Jr. W. T. Robinson, Jr. C. E. Snyder H. L. Speas, Jr. W. H. Upchurch G. B. Whitaker Re: MORE Shipment Test This is to provide all departments concerned with an update on the new developments concerning the improved MORE shipment test. i. Improved Menthol Product Rather than shipment testing only the non-menthol style, it now appears likely that the Brand Group will be requested to shipment test both the filter and menthol improved products. In view of this likelihood, the Brand Group will be contacting affected departments to resolve details relating to this change. For planning purposes, volume requirements for a dual pro- duct shipment test will be distributed when received from Marketing Research. 2. Timing On May 5, the Brand Group was advised by Tobacco Develop- ment that Ecusta would be unable to provide the wrapping paper originally proposed for the improved MORE. Instead, Ecusta will be able to supply an alternate paper that will have to be tested before it is incorporated into the manu- facturing of the improved MORE products. Assuming that the new paper will meet specifications, the following provides all departments concerned with a revised, tentative timetable for the shipment test.

-2- Month/Date June 12 June 26 July 5 July 17 July 24 Status Research completes testing of alternate wrapping paper. New wrapping paper received in Winston-Salem. Begin pipeline production of improved MORE filter and menthol. Ship product to designated test market ware- houses. Improved MORE filter and menthol in warehouses. Please feel free to call if yo~ve any questions RSE/kk cc: Mr. E. M. Blackmer Mr. D. F. Pearson or concerns.

Project Status Report CREATIVE Current Campaig~ The Brand Group submitted the execution, "The cigarette with more," with the revised baseline for impac£ testing on April 3. Topline DAR scores reported by MRD were as follows: Topline DAR Total ~ [ 35- yrs. 35+ yrs. 13" 13 13 13 13 Final DAR results on this execution are due on May 5, 1978. * P4C Norm = 19 Current Pool The Agency presented mechanicals for the new current campaign unit, "We offer you more." The casual pack layout was approved with minor revisions; copy has been revised to delete the style reference and de-emphasize the value benefit. Legal approved "We offer you more" on May 4, 1978. Backup Campaign The Brand Group submitted the "Four who get More" execution for impact testin~ on April 3. Verbal topline DAR scores were reported by MRD as follows: Topline DAR Total M F 35- yrs. 35+ yrs. 17" 13 20 19 14 A final DAR report on this execution is due May 5, 1978. * P4C Norm = 19 Creative Exploratory Topline DAR results on the two image oriented executions, "Skating Rink" and "Restaurant" were received on May 2, 1978. Communications test and final DAR results are expected during the week of May 22, 1978.

-2- Creative Exploratory (Cont.) Topline DAR "Restaurant" Total M F 14 12 15 35- yrs. 35+ yrs. 16 12 ".Skatin~ Rink" Total ~ [ 35- yrs. 35+ yrs. 12 13 i0 ii 13 Image Exploratory The Agency is currently exploring campaigns that place 100% emphasis on image and stylishness. Layouts will be presented to the Brand Group by mid May.. MEDIA Media Spending Sensitivity Test The Agency is preparing a recommendation detailing the following: i) Selected markets 2) Criteria for market selection 3) Funds.required The Brand Group and Agency will meet May 5 to establish timing and testing parameters. MRD will have test markets paired and screened by May 15. Next SteP~: Present test market plan by May 26. April Promotion Binding & Positioning Violations Newsweek: This publication failed to bind "Get More Freei" certificates in 12,200 newsstand copies of their April 10 issue. Since this represents an error equivalent to less than 5% of their total circulation, no compensation will be awarded. All the coupons have been shredded. People: Two separate complimentary editions of people magazine omitted to bind the pop-up certificate. The Agency is currently negotiating a credit for People.'s neglect.

-3- April Promotion Bindin~ & Positionin~ Violations (Cont.) Car & Driver: Car & Driver violated an ad positioning confir- mation by placing the cer{ificate on the right hand side of the book instead of the left. Lou Spino (LKP) is presently negotiating some form of remuneration in order to rectify the breach of contract. OOH Time Magazine Tie-In Space for the "I" in Time has been secured for September 1978. In June, the Agency will commence production of materials accord- ing to Young & Rubicam's specifications. OOH Headline The Brand Group has approved the headline "We offer You More" for use in the 3rd and 4th quarter OOH postings. The MORE group has received Legal approval to proceed with production. PROMOTION Pa.ckage Sell Copy The Brand Group and the Agency reviewed alternative copy sell statements that could be considered for inclusion on MORE packi/ cartons. After reviewing copy alternatives that could be used regardless of the final creative campaign approach, the Brand Group and Management recommended that the pack sell copy issue be decided once a long term creative direction has been esta- blished. Premium Item D~si.gq At the Brand Group's request, the Agency is developing designs/ copy that can be used on beach towels and surf rafts. These items are sold through the Merchandising Department. Layouts will be available on March 22, 1978, for Brand Group revision. 2nd Half Promotion The Brand Promotion Manager will present to the Brand Group a recommendation for a Fall promotional effort by mid May, 1978. The Brand Group will advise the Agency of details as soon as possible.

-4- 1978 Incremental Volume Promotions The Agency submitted a couponing proposal designed to generate additional 1978 volume (above the level currently forecasted). The couponing effort consisted of an ansercard/FSI, 2/3 page co-op, 50¢ off-a-carton promotion to be implemented in September 1978. The Brand Group did not present the Incremental Volume Proposal to Management anticipating that the increased budgetary outlay .involved would not justify the potential incremental volume to be realized. Ebony Fair Outreach Program The Brand Group has approved Special Events' recommendation to test for a limited time a series of liquidators that will provide sources of funds for the various sponsoring organizations. Next Steps Implement and monitor test results. Await recommendation on a "go-Do go'! basis to sponsor items on a national basis. Ebony Fashion Fair The Brand Group will submit to the Agency the alternative approaches and recommended action that was discussed with R. J. Smitherman on 5/3. Next Steps Provide the Agency with a timetable for ad and POS development as soon as possible. PRODUCT Contingency 14 mg MORE The development request has been approved by Management with minor timing revisions. The timetable submitted by the Brand Group was revised to reflect a 1 month delay in product development, testing and test market introduction. 18 mg Improved MORE The Brand Group is currently proceeding with a shipment test of the filter product only, in an area equivalent to 4% of MORE filter's U.S. volume. The CAMEL Lights markets have been selected for MORE's test in order to tag on to the sales/consumer research already underway. The duration of the shipment test is currently estimated at 3 months.

-5- Next Steps Finalize a timing schedule with all departments concerned, as soon as possible. Extended Filter Plug Product Request A request form for the development of an extended filter plug has been routed to Management. It is the intent of the Brand Group to incorporate the extended filter plug to the improved MORE product during the first quarter in .1979. Miscellaneous Line Extension Concept Test MRD has received £he concept test results on the 85mm line extensions. Initial results tend to indicate that the concept scored high on a unique attribute basis. On the other hand, consumers did not rate the concept high on the importance/ significant scale. A final report is due W/O 5/8. Share of Market Trend Analysis MRD is to prepare a SOM trend analysis of MORE's performance by 518. Please feel free to advise if there are any projects that should be included in the status report.

MARKETING RESEARCH REPORT %78-0703 Brand Management Perspective Subject: MORE: "Four who get More" and "The cigarette with more" Placement Recall Tests TO: Mr. M. V. Hunter Mr. R. E. Anderson Mr. D. W. Grout Mr. J. J. Murphy Mr. T. E. Sandefur, Jr. Dr. A. H. Laurene Mr. G. B. Whitaker Mr. J. H. Sherrill, Jr. Mr. C. W. Fitzgerald Mr. N. W. Glover This report covers two MORE executions. "Four who get More" represents one of two campaign development approaches being explored. "The cigarette with more" is part of the current pool of executions which has been modified to incorporate a new baseline. "Four who get More" (Testimonial) Research results indicate this execution achieves an acceptable level of recall. Communication of key product benefits is about evenly distributed but, overall, is at a somewhat lower level than in the current campaign. User attributes appear to have been communicated at a good level but no benchmarks exist in previous MORE campaign evaluations. Appropriate action will be recom- mended when test results of the other campaign development work (person in Crowd) has been reported. "The cigarette with more" (Current campaign). Communication of product benefits in this execution was found to be at levels in line with the average for other MORE executions a~d with the playback for the "average" cigarette ad. However, overall recall was below th~ P4C norm and the current campaign average for MORE. Also, communication of the new baseline was less than desired. Because of its communication strengths, this execution will remain in the current pool. Alternatives will be explored with the Agency to improve these'elements in future executions. EMB/kk May 12, 1978 E. M. Blackmer 'D. F. Pearson

MARKETING RESEARCH REPORT #78-0705 Brand Management Perspective Subject: MORE - Comprehension Test of "Person in Crowd" TO: Mr. M. V. Hunter Mr. R. E. Anderson Mr. D. W. Grout Mr. J. J. Murphy Mr. T. E. Sandefur, Jr. Dr. A. H. Laurene Mr. G. B. Whitaker Mr. J. H. Sherrill, Jr. Mr. C. W. Fitzgerald Mr. N. W. Glover This report completes current pre-market testing (recall and communications) for the alternate MORE campaign -- "Person in Crowd." Overall, the results of this research confirm findings reported in the recall test for these executions (MRD #78-0704). Product benefit communication was on a par with "Testimonial." However, few smokers played back user image attributes on an open-ended basis. From diagnostic questions in this research, it can be concluded that this weakness is a function of not establishing a f~rm link between the headline and the user visuals. In addition, it is judged that better integration of the ad as an entity and better visual focus on the MORE smoker would have helped the executions' performance on this measure. The Agency is currently formulating a position on whether sufficient improvements can be made on this campaign to warrant its further pursuit. A formal recommendation on the "Person in Crowd" and "Testimonial" campaigns will be forwarded on June 9. EMB/kk 6/7/78 cc: Mr. D. F. Pearson Mr. D. H. Murphy Mr. A. R. Cox Mr. R. F. Sanchez-Elia Ms. M. Z. Buchalter E. M. Blackmer D. F. Pearson

MARKETING RESEARCH REPORT #78-0704 Brand Mana@ement Perspective Subject: MORE - "Person in Crowd" Campaign Approach - "Skating" and "Restaurant" Placement Recall Tests TO: Mr. M. V. Hunter Mr. R. E. Anderson Mr. D. W. Grout Mr. J. J. Murphy Mr. T. E. Sandefur, Jr. Dr. A. H. Laurene Mr. G. B. Whitaker Mr. J. H. Sherrill, Jr. Mr. C. W. Fitzgerald Mr. N. W. Glover This report covers two executions in an alternate campaign approach currently being explored -- "Person in Crowd." Both executions recalled at levels substantially below the P4C cigarette norm (19%) and the current MORE average (17%). Compared to another alternate campaign, "Testimonial," (MRD #78-0703), "Person in Crowd" communicates key product benefits at roughly the same levels. User attributes, however, were communicated at only about one-half the levels of "Testimonial." To some degree, this relative deficiency is judged to be a function of a weakness in communicating that the person in color is a MORE smoker. Comprehension test results, which should provide further insight on "Person in Crowd," are due the week of May 29. A formal recommendation on creative development for MORE will be forwarded to Management during the week of June 5. EMB/kk May 30, 1978 E. M. Blackmer D. F. Pearson

June 13, 1978 Individual copies to: Messrs. C. S. Baldwin, III R. H. Barker C. W. Calary Ms. Glenda Cardwell A. R. Cox R. H. Cundiff W. P. Hanes D. P. Johnson Dr. A. H. Laurene G. S. Leight W. C. Loman, Jr. S. G. Mason, Jr. J. L. McKenzie B. F. Niven, Jr. T. L. Ogburn, Jr. H. E. Osmon C. E. Snyder H. L. Speas, Jr. W. H. Upchurch G. B. Whitaker J. B. Wilson Re: MORE 18 mg Shipment Test This notifies all departments concerned that the Brand Group has received Management's approval to proceed with the ship- ment test of MORE menthol and filter products. Product For planning purposes, the following outlines the warehouse volume requirements in 12M cases for a dual product shipment test. Warehouse Filter Menthol Pipeline Weekly Pipeline WeeklZ Addison 260 85 225 75 Fort Worth 160 55 140 45 Kansas City 225 75 185 65 Lubbock i00 35 65 20 Total 745 250 615 205 Pipeline requirements are provided so current product inven- tory can be transhipped from test warehouses and replaced by test product in order to expedite the 18 mg MORE availability at retail. Codin~ If there are no major compl~cations with using "X" coded 12M cases and shipping documents, the Brand Group recommends that such code be adopted throughout the MORE shipment test.

• --2-- Timing Unless otherwise notified, this confirms the test's timetable. Month/Date Status June 8 Brand Group is notified that new wrapping paper has met specifications. June 26 Wrapping and Tipping paper received in Winston- Salem. July 5 Commence pipeline production. July 17 Ship product to designated warehouses. July 24 Test products in warehouse. August 18 Test products at retail. August 21 MRD begins monitoring sales performance. Dec. 1 MRD issues test results/Brand Group recommendation. Dec. 15 Management decision. Pending management's decision, allow 3 weeks for manufacturing and purchasing lead times. January 8 Begin national manufacturing. MRD estimates any downside risk in sales should be detected in three months or less. The Brand Group recommends that provisions be made for shipping the 18 mg products beyond 3 months so pro- duct distribution can be expanded nationally without reverting to current MORE product in the test divisions. This precaution is also suggested in the event Marketing Management decides to extend the shipment test beyond 3 months. Please advise the Brand Group if you have any concerns regard- ing the above timetable/test requirements by June 19. Thank you for your cooperation. ~ Raul F. Sanchez-Elia RSE/kk CC" Mr. D. F. Pearson Mr. E. M. Blackmer

June 20, 1978 Individual copies to: Messrs. C. S. Baldwin, III R. H. Barker C. W. Calary Ms. Glenda Cardwell A. R. Cox R. H. Cundiff W. P. Hanes D. P. Johnson Dr. A. H. Laurene G. S. Leight W. C. Loman, Jr. S. G. Mason, Jr. J. L. McKenzie B. F. Niven, Jr. T. L. Ogburn, Jr. H. E. Osmon J. H. Sherrill, Jr. C. E. Snyder H. L. Speas, Jr. W. H. Upchurch G. B. Whitaker J. B. Wilson Re: MORE 18 mg Shipment Test This provides notification that the 18 mg MORE shipment test, as outlined in the Brand Group's memorandum of 6/13, has been disapproved by action of a PRA Board meeting on June 19. Direction has been received to reinstate development work on these products. As a consequence, it does not appear that shipment testing of MORE products will be conducted in the near future. The cooperation of all departments involved in planning for this test is very much appreciated. E. M. Blackmer EMB/kk CC: Mr. N. W. Glover Mr. D. F. Pearson Mr. R. F. Sanchez-Elia

June 26, 1978 Mr. R. H. Cundiff Re : 18 mg Extended Filter Plug MORE Product Development Request In order to maximize MORE's acceptance among current and competitive smokers, this formally requests the development of an 18 mg MORE with extended filter plug. I. Summary of Marketing Opportunity Ao Research results from the MORE Post Positioning Study identified several product deficiencies which appear to hinder product acceptance. Specifically: Product. Complaint Usage. Group of Smokers Too hard to draw Lasts too long Too weak Bad aftertaste Static burn out Menthol delivery deficiency All smokers All smokers Competitive smokers All smokers All smokers All menthol smokers Product redevelopment to correct the above problems should increase MORE's potential for expanding its franchise. So In order to anticipate consumers' increasing demand for low tar products, it is desirable to reduce MORE's current tar level from 23-24 mg to 18 mg. Co Preliminary estimates indicate an extended filter plug would result in a $.16 per M savings in leaf casing and LIFO. These savings would be partially offset by additional costs in tipping paper and .filter material ($.02 and $.06 per M, respectively) for a net saving total of $.08 per M.

Mr. R. H. Cundiff June 26, 1978 Page 2 II. Product Specifications Whenever possible, the following specifications should be honored while developing an 18 mg MORE with extended filter plug. Physical Characteristics • 120 mm filter and menthol style • 21 mm circumference • 39 mm tipping paper • 35 mm filter plug • No external appearance change Smoking Characteristics • Reduce puff count to 13 from 15.5 per cigarette • Increase menthol delivery to parity with SALEM • Reduce difficulty of draw • Reduce objectionable aftertaste • Reduce smoke sting - harshness • Eliminate static burnout III. Prime ProsRec~ This product will be targeted against MORE's prime prospects: male/female smokers 25-49 years old living in A & B counties and earning $10M+ a year. IV. Action Standards Consumer acceptance level of parity among current MORE smokers, and superiority over competitive 100 mm fuller flavor low tar brands. Specifically, Benson & Hedges Light i00 and Marlboro Light 100 mm.

PRODUCT DEVELOPMENT PLAN Ao Product Standards/Development Objectives The following produc£ objectives have been established for 1979: i. Performance Standard: Parity vs. Competitive 100 mm Hi-Fi brands. 2. Move actual tar levelin direction of perceived tar level - Current tar level - 25 mg - Perceived tar level - 15-17 mg 3. Improve product profitability - Extended Filter Plug - estimated savings of .7¢M. Current 23 mg MORE Product Comparative TestinH Monadic product testing conducted during 1977 provided additional insight into MORE's competitive acceptance. The following table illustrates these studies' major findings: PERFORMANCE STANDARD: PARITY VS. COMPETITIVE i00 mm HI-FI BRANDS Non-Nenthol WINSTON Light i00 Merit F i00 % Rating 7+ (FF/MF I00 mm Smokers,) VANTAGE i00 35 ~IORE Filter 30-- Attribute Differences (Relative to Competitive Products) Less satisfying, not as rich, not as smooth, harder to draw Less satisfying, not as smooth, harder to draw Not as smooth, not as mild Menthol Merit M i00 48 MOREMenthol SALEM Light I00 Stronger Stronger, milder, more satisfying (Source: 1977 MRD Product Testing)

-2- In summary, the non-menthol MORE product is rated signifi- cantly below competitive i00 mm hi-fi's. Major deficiencies are apparent in the areas of satisfaction, smoothness and ease of draw. Conversely, the menthol MORE product performs -very satisfactorily relative to competitive products. The major advantage for the menthol product is in the area of strength. B. Action Plans 18 m~ Improved MORE Products The Brand Group has submitted an improved MORE 18 mg product development request to meet the following priorized objectives and action standards: Objectives i. Improved consumer acceptance vs. product currently in market. 2. 18 mg tar level. 3. Improved profitability - extended filter plug. Action Standards A. Consumer Acceptance I. Competitive Smokers • Significant preference for test product among: - Total 100 mm full flavor smokers - Key segment of 25-49, i00 mm full flavor smokers Significant improvement on majority, of following attributes/no deficiencies: - Ease of draw - Aftertaste (non-menthol only) • - Satisfaction - Smoothness - Mildness - Burn Characteristics 2. MORE Smokers • Parity rating among total franchise and key segment of 35+ smokers. No major deficiencies vs. current on the following attributes. In research among MORE smokers, per- formance on these attributes substantially influences overall rating. - Satisfaction - Rich Flavor - Smoothness - Aftertaste

-3- B. Tar Level Target of 18 mg (± .5 mg on Mark IX making equipment). This objective brings the improved MORE product's tar level in line with current perceptions. C. Variable Cost Reduction of at least $.05/M compared to current product. Timing The following timetable has been established for development of an 18 mg MORE. Prototype Available Pre Market Test Complete Begin Market Test November 18, 1978 March, 1979 October, 1979 (Estimated) Test market timing is based on a 6-8 month lead time for con- version of equipment to accommodate a 35 mm plug. 14 m~ MORE Products As a defensive measure to anticipate a possible increase in consumers' awareness level concerning MORE's high tar and nicotine content, product development of 14 mg MORE products. is currently underway. Action Standards Consumer acceptance objective of parity with the following products: • The improved 18 mg MORE product among current users. Benson & Hedges Light 100's Marlboro Light 100's Timing The following timetable has been established for development of the 14 mg MORE. Prototype Available Pre Market Test Complete January, 1979 March, 1979 Test market date will be determined pending need to introduce product nationally.

-4- Line Extension On October 6, 1977, the Brand Group requested MRD to develop a concept test after initial concept positioning statements were submitted. Two concepts were tested: - 85 mm, low tar brown slim - 85 mm low tar brown regular Conclusions Both concepts fell into the "qualified potential" category in the concept model. That is based on concepts achieving similar results, the slim and regular concepts have only a 40%-60% probability of market success at very high spending levels. Although consumer interest does not appear to be sufficiently strong to support further work on these ideas, during 1979 the Brand Group will revise its concept positioning statements and resubmit them for additional testing. RSE/kk 7/21/78

November 17, 1978 Mr. E. M. Blackmer Re: MORE Share Performance in West Palm Beach This summarizes MORE's share performance in the West Palm Beach (WPB) Division, over two 12 month periods ending August 1979 and August 1978. To provide additional insight, WPB share performance was compared to MORE's national share trend over the same time period. Background On December 20, 1977, the Brand Group and Marketing Research conducted a quarterly Brand Review for the Agency. Share per- formance was evaluated on a regional and metro market basis. Within the South Atlantic region, seven divisions were identi- fied as problem areas for MORE. With the exception of WPB, share development in these divisions lagged behind U.S. share and growth had remained essentially flat. In West Palm Beach, MORE had declined 0.56 share points to 1.07 SOM, a significant drop in view that surrounding Florida divisions showed good growth and development (see Exhibit I). These findings prompted the Brand Group to analyze all brands' performance in that Division. In December 1977, the Brand's findings revealed that except for low tar brands, most other brands' share development had declined or stabilized. This was partly attributed to a seasonal fluctuation in shipments (Easter and spring volume build-up did not occur as it had in previous years), and increased cross shipment from adjoining divisions (see Exhibit II). Since August 1977, WPB share decline rate has essentially stabilized. Total MORE posted a 0.02 decline; MORE Filter declined 0.03 share points while Menthol share rose 0.01 points. Adjoining Florida divisions, however, continued to perform strongly. Consequently, the Brand Group has proceeded to further investigate the reasons behind MORE's share perfor- mance in West Palm Beach. Summary of Findings - MORE's share decline in WPB is reflective of RJR corporate performance in that division which declined 0.47 points to 32.4%. This is slightly below RJR's national SOM level of 32.9%.

Mr. E. M. Blackmer November 17, 1978 Page 2 Summary of Findin@~ (Cont.) - The decline of RJR's full flavor brands was partially offset by the rapid growth of low tar spinoffs. Since this is not the case for MORE, the Brand's share loss contributed dis- proportionately to RJR's performance. - Philip Morris' share of market increased 2.7% to 30.66%. This reflects a better than national growth trend in a highly developed market for PM. Share growth was realized by all Marlboro styles, Merit 85's and 100's, Benson and Hedges Light 100's and Virginia Slims. - Consistent with U.S. share trends, the decline of non-menthol full flavor brands was offset by growth of non-menthol low tars. Based on this performance total, non-menthols netted a .53 share gain. The total menthol category declined. Inconsistent with national trends, low tar menthols failed to offset the decline of full flavor brands. Detailed Findings Performance by Flavor Category Full Flavor With the exception of full flavor styles within the Marlboro brand family, all other full flavor brands declined in share. Overall, this performance reflects national share trends. Marlboro Box 85's, however, continued to grow in WPB while national share declined slightly. Low Tar Brands The decline of full flavor brands was partially offset by the strong but erratic performance of low tars. In WPB, share figures for Merit Menthol 85mm, Kent Golden Lights Filter and Menthol 85mm, and Newport 85mm declined, a trend contrary to national performance. Low tar 100's tended to gain share at a faster rate than their national trend indicated; a fact that reflects the high development index of the 100mm category. The strong performance of this category is partially due to WINSTON Lights 100's and SALEM Light 100's. Both brands lead their respective categories and overall 100mm low tar category development.

Fir. E. M. Blackmer November 17, 1978 Page 3 Category Performance Non-Menthol Category The Normal Flavor Filter category declined~2.8 share points, slightly less than the total U.S. decline of 3.2 points. This is due to the strong performance of Marlboro Box 85 in WPB, which countered the Brand's downward national share trend. Fuller flavor low tars gained 4.0 share points in West Palm Beach versus 3.5 national. The category, however, was less developed in WPB and new brand introductions contributed heavily to the low tar growth. Though ultra low tar share development in WPB was higher than national, its growth rate has begun to decline. Judgementally, this could be attributed to (i) existing ultra low tar brands reaching the established product life cycle stage, (2) con- sumers unwilling to trade off taste for tar content, and (3) limited new brand proliferation able to attract smokers from the fuller flavor low tar category. Non-Menthol Total U.S. Total West Palm Beach May '77 May '78 A May '77 May '78 Share Share Share Share Normal Flavor F. 44.37 41.20 -3.17 44.65 41.82 -2.83 FF Low Tar 13.39 16.83 3.44 12.77 16.72 3.95 Ultra Low Tar 2.91 3.17 0.26 3.24 3.31 0.07 Menthol. Category In West Palm Beach, the overall menthol share decline does not reflect the national growth trend of this category. The menthol full flavor category, though still overdeveloped relative to national share, declined 2.4 share points versus 1.8 points for total U.S. MORE Menthol's share of total MORE volume in WPB is in line with the style's U.S. contri- bution. Major full flavor losses were experienced by SALEM and Kool King. Fuller flavor low tars in the menthol category partially off- set the full flavor decline. With the exception of SALEM Lights 85mm, as soon as 100mm menthol extensions are intro- duced, growth of the King size parent brand levels off or starts to decline. This, again, reflects the strength of the 100mm category but does not explain the dismal performance of MORE. Major gains were realized by SALEM Light 100's, Merit Menthol 100's and Kent Golden Lights 100's.

Mr. E. M. Blackmer November 17, 1978 Page 4 Menthol Cate@ory (Cont.) Ultra low tar posted a slight share decline consistent with national trends. Menthol Total U.S. Total West Palm Beach May '77 _May '78 ~ May '77 May '78 Share Share Share Share Full Flavor 22.98 21.15 -1.83 25.05 22.66 -2.39 FF Low Tar 3.76 6.06 2.30 3.11 5.47 2.36 Ultra Low Tar 1.34 1.33 -0.01 1.48 1.44 -0.04 Discussion Overall, the West Palm Beach Division does not perform in line with national share trends. This is especially true for MORE. The Brand's national growth trend parallels highly developed 100mm markets. West Palm Beach is a highly developed 100mm market, yet MORE continues to decline. Additionally, in adjoin- ing Florida divisions, the 100mm category is also well developed, yet MORE continues to grow. In my opinion, and further research would have to be conducted to substantiate this, MORE's share performance in WPB is very closely tied to seasonal fluctuations and the demographic com- position of smokers causing these fluctuations. This Division includes cities such as Fort Lauderdale and Palm Beach, markets that traditionally thrive on a great deal of tourism from college students (Marlboro, Merit growth), and "snow birds." Judgementally, the August '76 MORE share figures are artificially high; a combina- tion of the Brand's novelty and high trial among young smokers during the spring months after introduction. Once these smokers left the Division*, the Brand's share settled to a more realistic level (1.07) sustained by a core franchise of older smokers (35- 49 years) with a predisposition for 100mm brands. From a demo- graphic standpoint, these smokers could also be "concerned" smokers -- both low tar and ultra low tar categories have shown faster than national growth rates -- which could have contributed to the further decline of MORE's share (1.05) as its tar content awareness increased. MORE's growth in adjoining divisions could be reflective of a different demographic makeup, coupled with steadily increasing population growth from the 50+ age group. Again, no data is currently available to substantiate this hypothesis. * As I recall, 1977 was not a strong tourist season due to the inclement weather (see Exhibit II for Industry Shipments).

Mr. E. M. Blackmer November 17, 1978 Pmge 5 Conclusions MORE's performance in WPB is judgementally attributed to these factors: - Inflated 1976 share figures due to high trial by a young smoker group. - Increasing vulnerability to 100mm brands, especially low tars. - Increasing awareness regarding tar content which in turn leads to franchise erosion. - A seasonality factor that combined with MORE's high occasional usage, adversely affects share growth in young smoker markets like Ft. Lauderdale and Palm Beach. Further research would be required to confirm these hypotheses and perhaps should be conducted to determine how the seasonal flow of young smokers affects the West Palm Beach Division. Ed, please advise if you need additional information. R.F. Sanchez-Elia RSE/kk Attachments

IX. MORE PROMOTION PLAN A. CONSUMER PROMOTION i. Promotiqn Objectives Assist media advertising in establishing the follow- ing desired perceptions for MORE: (i) Desired Product Perceptions: MORE Filter and ~enthol should be viewed as a brand with extra satisfaction, excellent • taste, and somewhat lower T&N than most other brands. (2) Desired Image Perceptions: Consumers should perceive that the MORE smoker is closer to the type of individual the prime prospect wants to be than the smoker of any other brand, i.e., a style-conscious, younger adult female or male who is moderately sophisticated, warm and friendly, and contemporary. DB Assist media advertising in generating the following increases: 1978 1979 Increase Brand Awareness .74% 75% Advertising Awareness 44 46 Trial (1-4 we~k) 12 13 Purchase (1-4 week) 6 7 +i +2 +I +i c. Maximize trial among the Brand's prime prospect: Sex: Age: Income: Geographic: Female (69%)/Male (31%) 35+ (71%) Under $15M (53%)/Over $15M (47%) Pacific, Mountain, West South Central regions Determine, for longer term application, the potential for promotion to: - contribute to higher levels of Brand growth - further enhance desired image perception Promotion Stra~e__~ a. Couponing will be employed as the Brand's principal promotion technique as: -30-

IX. MORE PROMOTION PLAN (Cont.) A. CONSUMER PROMOTION (Cont.) ' 0 Promotion strategy (cont.) (i) Available research indicates that MORE is very responsive tO couponing. (2) Couponing can be effectively targeted to MORE's highly skewed geographic development. The cou- poning vehicles used will deliver the demographic prime prospect on an above average basis. bo The Brand's major promotion activity will be con- centrated in the early 3rd.quarter as: (i) MORE's new advertising campaign is scheduled to be introduced during the 2nd quarter. (2) This timing will best distribute promotional impact in 1979 while providing a reasonable interim after the Brand's most recent effort in the 4th quarter, 1978. Unique promotional events with potential for build- ing Brand volume and a series of related self- liquidating premium offers will be developed and tested as: (i) The importance of promotion in the MORE market- ing mix is unknown. Tests of various business building events will reduce this uncertainty and aid in determining the Brand's responsive- ness to promotion. (2) The Brand's new advertising campaign will be designed to convey a more broadly acceptable user image for MORE. Well chosen self-liquida- ting premium offers may provide an excellent opportunity to further extend this image com- munication at a low cost. SPECIAL EVENTS I. Special .Events Objectives a. Increase MORE's smoker franchise among prime prospect black smokers. b. Reinforce MORE's stylish and modern image among black prime prospects. -31-

IX. MORE PROMOTION PLAN (Cont.) B. SPECIAL EVENTS (Cont.) 2. Special Events Strateg[ me Continue sponsorship of the Ebony Fashion Fair in 60 major black population cities and, where per- missable, conduct sampling activities at these events as: (i) Available research indicates that blacks con- tribute 12% of MORE's volume. (2) The Ebony Fashion Fair provides the opportunity to deliver promotion incentives against this segment in an efficient, targeted manner. bo Provide advertising and promotional support and obtain press coverage to communicate and capitalize on MORE's involvement with the Fair. -32-

R. ~. REYNOLDS TOBACCO COMPANY 1979 rROMOTION PLANNING SCHEDULE GRID (FLOW CHART) B~AND : MORE PROMOTION BUDGET $ 1250.0M DATE OF ORIGINAL PLAN: PROMOTION TYPE Sampler Test ANNUAL BUDGET #,I,RST .QUARTER SECOND QUARTER THIRD QUARTER (ooo) .S¢/Pack,$1~_0O/Ct.n.... FS.I.971.0MI{ I i I I { I ~ed Sampling 94 ii ' I [ I I' i ! i i i Test .8M i i ! i I i 125.0M :ial Events TOTAL PROMOTION*($) 1250.0M ~ ~ i I * Includes $25M- Other Direct II ii .i oc6 ssoos k

R. J. REYNOLDS TOBACCO COMPANY FINANCIAL BUDGET CONTROL 1979 PROMOTION Brand: MORE Budget: $1250M Date of Original_ Plan: ~PROMOTION TYPE ALLOWANCES Display SAMPLING GRATIS POINT OF PURCHASE ARTWORK OTHER Consumer Special Events Other Direct _CPN. PRODUCTI.ON/DISTR. COUPON REDEMPTION RESERVE TOTAL PROMOTION % of Total N= SALES % of Total FIRST QUARTER $127..0 ,.7.2 49.1 6.3 $ 8 9I~'6 SECOND QUARTER 13.4 6.2 $ 29.6 2.4 7. 7.2, % 7. THIRD QUARTER $52.6 42_.2 16.7 6.3 138.0 823.0' $..!,078.8 86.3.. FOURTH QUARTER TOTALS -. % TOTAL $ 45.8 .49.4 i0_.0 125.0 25.0 138j0 82~.,0 6.4~ 4.0 0.8 i0.0 2.0 ii.0 65.8 $ 52.0 $ 1250.0 i00.0% 4.2 .Z i00.0 7. $72,876.0 1.7 7.

MORE Pop-Up Coupon Strategy 50¢ off 2 Packs A. Copy Objective Communicate to all adult smokers, but partlcularly the prime prospect, that MORE is offering a store redeemable coupon worth a 50¢ savings on two packs of MORE, regular or menthol. B. Copy Strategy i. Focus of Sale MORE is offering a coupon worth 50¢ savings with the purchase of two packs of MORE, regular or menthol. 2. Consumer Benefits a. Primary Benefit - 50¢ savings on two packs of MORE. Product Benefit - MORE, because of its 120mm length, delivers extra smoking satisfaction. c. ~sycho.]ogical Benefit - A cost savings for consumers. 3. Tone The tone should be clear, simple, and straightforward so that the intended sales messages are hel~evable and under- standable. PFK/pms 5/2/79

MORE FSI Coupon Strategy $1.00/Carton A. Copy Objective Communicate to all adult smokers, but particularly the prime prospect, that MORE is offering a store redeemable coupon for a $i savings on a carton, regular or menthol. At the same time, convince all adult smokers, but particularly the prime prospects, that MORE provides an extra measure of sat~sfactlon and that the MORE smoker is the type of individual that the prime prospect aspires to be, i.e., younger adults who are moderately sophisticated, warm and friendly and contemporary. B. Copy Strategy 1. Focus of Sale MORE is offering a $i.00 savings on a carton of MORE, filter or menthol. 2. Consumer Benefit a. Primary Benefit - $i.00 savings on a carton of MORE. b. Product Benefit - MORE, because of its 120mm length, delivers extra smoking satisfaction. Co Psychological Benefit - A cost savings for consumers on a brand that is smoked by younger adults who are admired because they are style-consclous, intelligent, moderately sophisticated, warm and friendly and contemporary. Support a. Support for MORE's smoking satisfaction is provided by the product's 120mm length, slimness, and brown color. b. Support for the savings is provided by the terms of the coupon offer. 4. Tone MORE's promotional ad should be consistent with the Brand's print advertising. The tone should be clear, simple, and straightforward so that the intended sales messages are understandable and believable. PFK/pms 5/2/79

MORE ~Copy Strategy Generic Polnt-of-Sale Materials Cbpy Objective Convince all adult smokers, but particularly the prime prospect, that MORE provides an extra measure of satisfaction. B. Copy Strategy i. Focus of Sale MORE provides an extra measure of satisfaction. Support Support for MORE's extra smoking satisfaction is provided by the product's 120mm length, slimness, and brown color. 3. Tone MORE's POS should be consistent with the Brand's print a~vertlslng and should slmply/clearly communicate the intended sales messages. It ..should be presented in an appeallng/stralghtforward manner that makes the product's stylishness broadly acceptable. The tone of the POS advertising should he contemporary, upscale, and distinctive, yet not in an overly flashy/extremely stylish sense. PFK/pms 4/12/79

MORE Copy Strategy Ethnic Polnt-of-Sale Materlals A. Copy Objective Convince all adult smokers, but partlcularly the prime prospect, that MORE provides an extra measure of satisfaction, and that the MORE smoker is perceived as closer to the type of individual that the prime prospect aspires to be than the smoker of any other brand, i.e., a style-consclous, younger adult female or male who is moderately sophisticated, warm and friendly, and contemporary. B. Copy Strategy i. Focus of Sale MORE provides an extra measure of satisfaction. Support Support for MORE's extra smoking satisfaction is provided by the product's 120mm length, slimness, and brown color. Tone MORE's POS should be consistent with the Brand's print advertising and should slmply/c]early communicate the intended sales messages. It should be presented in an appeallng/stralghtforward manner that makes the product's styllshness broadly acceptable. The tone of the POS advertising should be contemporary, upscale, and distinctive, yet not in an overly flashy/extremely stylish sense. PFK/pms

MORE Executlonal Guidelines Ethnic (Black) Metal Sign "Huge Packs" Format Introduction The overall impression to be conveyed by the MORE Ethnic (Black) metal sign is that MORE provides an extra measure of satisfaction to Black prime prospects. To convey this impression, the Black model will confidently project an attitude and expression of satisfaction and fulfillment from smoking MORE. A visual technique will be employed which places the model contiguous to large pack replicas of MORE cigarettes. The "extra measure" will be conveyed by the large pack visuals to dramatize the product's length and resulting "extra measure of satisfaction" as well as by copy reinforcement. Models will be used which project the type of person the Black prime prospect aspires to be, i.e., younger adults, style-consclous, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection Sex A Black male model will be used to convey that MORE can be smoked by both male and female Black smokers. Only one design will be produced for display in Black outlets. Therefore, a Black male model will be used based on the hypothesis that while males are more receptive to male ads, females are receptive to both male and female ads. B. Age 25-35 in appearance. Co Coloring A Black male model with hair color, eye color, and facial tones that are unquestionably representative of a Black individual will be selected. Physical Characteristics Male - sllm, yet unquestionably masculine - moderately handsome, contemporary and sophisticated - Style-conscious, but not in an overly flashy or extremely stylish sense - clean cut - intelligent looking - moderate, neat hair cut (no extreme "afros") Facial Expression - Models will be portrayed as confident and self-assured, with an appearance of satisfaction that" comes from smoking MORE. They should not convey a feeling of smugness or arrogance. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport)

II. III. Physical Attitude The model will express a confident display of enjoyment and satisfaction that comes from smoking MORE. The model will use the big pack as a prop. However, interaction with the pack will speclflcally not be of a lovlng/ hugglng/caresslng nature. Wardrobe Type of Activity The wardrobe will be consistent with the projection of the type of indlvldual the prime prospect aspires to be, i.e., younger, style-consclous adults who are intelllgent, moderately sophisticated, warm/frlendly and contemporary. The wardrobe can reflect either an outdoor or indoor situation. Style of Wardrobe The wardrobe will be moderately stylish, casual, and contemporary. It will employ classic/tradltlonal styles. It will not be extremely stylish or flashy. Styling should be moderately sophisticated and not faddish. C. Color Colors that conflict with the packs will not be used. Do Seasonallty No outfit exclusively identified with any particular season will be employed. The outfit must appear to be wearable at any season as the metal sign is a long-term polnt-of-sale piece. Situatlons/Set~iDgs/Staglng Description This execution is consistent with MORE's "Huge Pahks" campaign in that it employs a visual technique with larger than llfe size packs (height is approximately eye level to model). The model will be standing and smoking/holdlng a MORE cigarette. Bo Model Placement The model will be placed to the left of the huge packs. The entire model will be shown (head to foot) to emphasize the full length of the packs. C. Background The models will be silhouetted against a white background. De Set Decoration The llfe size packs will be positioned on the right side of the design. The model will be placed to the left of the packs with a lighted MORE cigarette, silhouetted against the white background to allow its distinctiveness to be easily viewed.

Package/Cigarette Treatment The packs will be in full frontal view w~th the filter pack subordinate. Approximately one-half of the filter pack will be covered by the menthol pack. Thus, filter cigarettes w~ll be shown protruding from the filter pack.to reinforce MORE's visual distinctiveness. IV. ,Cgpy Treatment Variety The same typeface used in print ads will be utilized. Placement The headline will be positioned above the model's head toward the top of the unit. Color Copy elements will be Black. Other The Surgeon General's warning will be placed on the bottom right. The tar and nicotine legend is not required as the llfe expectancy of the unit exceeds six months. PFK/pms ~/12/79

II. MORE Primary Problems and Opportunities A. Problems - 1980 and Beyond I. Product: a. The MORE product (particularly the non-menthol style) is deficient in the areas of satisfaction, ease of draw, aftertaste, smoothness/mildness, and lasting too long. These deficiencies have been obberved relative to competitive smoker wants (1976 MORE Post Introductory Positioning Study) and relative to competitive brands (1977 MRD Comparative Product Testing). b. MORE is primarily perceived by target segment smokers to have as much tar and n~cotlne as most other brands. However, a significant portion of ;he segment also views the brand as having somewhat less (or much.less) tar than other brands. Despite these perceptions, MORE's tar level (21 mg) is among the highest of all cigarettes. Increased awareness of the brand's actual tar level could lead to franchise erosion and/or a reduction in trial of the brand. 2. Profitability MORE's variable profit is below the Company average. Incremental costs for wbapping paper and labor are $.46/M above the Company average (Controller's report of 3/7/79: 1977-1979 Brand F~nancial Statements). Other cost differences of $.07/M result in a net difference of $.53/M versus the average RJR cigarette. Furthermore, an additional cost of $.25/M is paid as an a]lowance to direct accounts for hand application of state and/or local taxstamps.

Opportunities - 1980 and Beyopd i. Product Improved MORE Filter and Menthol products will be introduced nationally in the third quarter, 1980. The new products will provide a minimum of 3 mg tar reduction and improvements in the areas of satisfaction, ease of draw, aftertaste, smoothness/mildness, and smoking time (long lastlng). 2. Pos~tlonlng MORE's new advertising campaign, "Huge Packs", will portray MORE as a more broadly acceptable cigarette, smoked by men as well as women, and as a stylish cigarette (but not in an excessive or flashy way). Moreover, an improved perception of MORE as a cigarette that provides excellent taste and extra satisfaction should lead to increased acceptance of the Brand a~ong the prime prospect. 3. Copy MORE's new advertising campaign, "Huge Packs", to be introduced nationally in July, 1979, is more slngle-mlnded than the previous "Big Cigarette" campaign and is focused upon the primary consumer benefit of satisfaction that comes from smoking MORE. 4. Distribution As a result of availability of vending machines (in selected divisions) which are capable of accepting MORE, MORE will extend its vending distribution through placement bonuses and accompanying point of sale. 5. Line Extension Prototype development of a 100mm length, 23mm circumference MORE product will be completed in November, 1979, with national introduction scheduled for January, 1981. This new MORE product, with its different length and degree of slimness, should serve to enhance the overall appeal of MORE.

Promotion MORE is one of the most responsive RJR brands to couponing (1978 Corporate Coupon Study). Through significant promotion activity, the brand can obtain trial and conversion and significantly enhance brand awareness. Media While the prime prospects for MORE are primarily females, aged 35 and above, a significant portion of the prime prospect is male (40%). Through expansion of MORE's advertising to dual audience publications, the brand's awareness among males can be strengthned and the rlsk of males' perception of MORE as a strictly female brand can be reduced. FOrthermore, although out of home support was suspended during 1979, an opportunity exists to increase brand awareness through the use of thls local medium using the brand's new advertising campalgn, whlch single-mindedly focuses on the key product benefit of ~atisfactlon.

April 24, 1979 INDIVIDUAL cOPIES TO: Mr. R. F. Arfmann Mr. R. H. Barker Mr. Curtis Church Mr. D. Evans Mr. G. R. ~unzenhauser Ms. Laura A. Head Mr. P. A. Norne Mr. S. G. Mason, Jr. Mr. W. D. Noah, Jr. Mr. H. E. Osmon Ms. J. C. Pagel Ms. M. G. gaunders Mr. Micky Stentz Mr. J. T. Weller Subject: MORE Price Increase Test This is to confirm the MORE Brand Group's understanding of various details dlscussed in our meeting last Wednesday, April 18 concerning the price increase test on MORE, as follows: 1. Price increase: $.25/M (the total price will be increased from $16.25/M to $16.50) 2. Test Areas: Arkansas (Little Rock and Ft. Smith Divisions) Arizona (Phoenix Division) Test Start Date: June 4, 1979 Test Duration: 6 months (minimum) Traqking: ist Read (3 months SOM Data): November 23, 1979 2nd Read (6 months SOM Data): February 22, 1980 Field Sales Advise Direct Accounts: Telegram and Personal Notification -- June 4, 1979 Order/Billlng/Systems/Customer Servlces/Tax: - These departments will implement this price increase in .the test areas as follows: a. All direct accounts located within these two states (who do not ship cigarettes out of the states) w~ll be b~lled at the new price of $16.50/M. b. All direct accounts inside Arizona and Arkansas that ship outside these states will be billed at the new price, then reimbursed (at $.25/M) for that portion of their sales that are made outside the test areas. o

All direct accounts located outside of Arizona that ship into the state will continue to be billed at the current rate ($16.25/M). Those direct accounts located in Texarkana~ TX (Swearlngen's, S.M. Ragland) that ship into Arkansas will be billed at the new price ($16.50/M) and reimbursed (at $.25/M) for that portion of their sales made outside of Arkansas. The Brand Group will provide a llst of all direct accounts in the test areas and a11 those accounts known to be involved in cross- shipment, as identified in points ~, ~, and ~ above. Returned goods will be credited at the higher price ($16.50/M). o Direct accounts involved in the pricing test will be given a two-week allowance payment in the amounts of the difference between the new and old price, based on two-weeks average sales. Direct Account/Retail/Consumer Reaction: The Brand Group, Sales, and Marketing Research will meet the w/o April 16 to discuss procedures (devise questionnaires, etc.) to track direct account, retail account, and consumer reaction to the test. 9. Sales will prepare appropriate DM letters and direct account mailgrams to announce the test to concerned parties. i0. ii. MRD and the Brand Group. will initiate vouchers for reimbursement for those accounts involved in cross-shipment. It was agreed that military and other institutional accounts will be exempt from the test.. 12. Customer Services will report to the Brand Group weekly of comments made by direct accounts in the test areas as orders are received. After your review of the above points, please advise if there are any questions or if any points of agreement have been omitted. The Brand Grobp appreciates your cooperation in the implementation of this pricing test. PFK/pms cc: G. W. McKenna C. W. Fitzgerald, Jr. D. W. Grout T. J. Rucker A. Dyer H. S. Bromberger Maureen Sage P. F. Knouse, Jr.

COi\!/:iDENT!7.1L ~ ~ - CO Meeting Minutes July 19, 1978 On July 19 a meeting was held to review the CO issue and dete~ne overall strategy for product development/evaluation of CO. In Attendance: Mr. R. E. Anderson, Mr. M. H. Crohn, Jr., Mr. R. H. Cundiff, Mr. T. H. Eskew, Mr. N. W. G]over, Mr. D. P. Johnson, Dr. A. H. Laurene, Ms. S. A. MacKinnon, Mr. M. G. McAllister, Mr. J. L. McKenzie, Mr. D. F. Pearson, Mr. J. H. Reynolds, IV, Dr. A. Rodgman, Mr. T. E. Sandefur, Jr. Following are the major'discussion/agreement points from this meeting. i. ~. Crohn advised that the earliest publication of CO numbers would be mid-late 1979 and there is no agreement at this time as to how these measurements will be treated in advertising or how they will be communicated to the consumer. The following strategy was agreed to relative to product development work: Research will continue to work on its CO reduction/ control program as a high priority. TD wiil continue to work on CO reduction as a by- product of tar reduction projects since these two dimensions appear to track together. TD will continue to look at CO measurements in development prototypes so that lower CO candidates can be recommended over. higher CO candidates where all other performance dimensions are equal. TD will continue an on-going investigation of air dilution technology, which includes CO reduction. At the present time we will not ~nitiate separate requests for CO reduction projects on individual brands because this is not the best use of resources giventhe product improvement and/or tar reduction programs already underway. Also, we will not add CO objectives to product development requests at this time.

Brand Management will contact International to obtain all available information on the CO issue around the world -- how CO is reported and publicized, what manufacturers' response has been, what consumer response has been. Brand Management will discuss with MRD the need for sensitive tracking of consumer awareness of and reaction to CO publicity as well as changes in their understanding of tar. SAM/cb S. A. MacKinnon

EMBIKK MORE BRAND REVIEW JUNE 15, 1978 .';0055 9263

('IOMZN'~ '~ "IOMJ'N'~]-NON] ~IOAV'I~ "I'In:~ -I0 ~JVNS . 0'7.,66 0'~66 m ¢ WOS .30S noA 3~IOW ~a9~6 ,~$00~

SALES UNITS (TAX PAID) NET SALES VARIABLE COSTS MARGINAL CONTR FIXED COSTS EF0 BEFORE TAXES & MARKETING CONT, EXP, SALES MERCH, EXP, EF0 BEFORE TAX & ADV. CONTROLLED EXPENSES ADVERTISING EXPENSES AGENCY. SALES PROMOTION SPECIAL EVENTS OTHER DIRECT TOTAL EFO BEFORE TAXES " EFO AS %OF NET SALES BEFORE MKT. CONT. EXP, AFTERMKT. CONT. EXP. F INANC I AL'~IS'~RFORMANCE OR I GI NAL FORECAST 6,253.5 $~ 91,128 32,903 6,089 MARCH REVISION 6,232.8 $14.5723 $90,826 $14.5723 5.2615 32,794 5.2615 .9537 6,069 .9737 26,814 4. 2878 26,725 4. 2878 2,500 .3998 3.520 .5648 24,314 3. 8880 23,205 3. 7230 11,165 1.7854 11,300 1.8130 1,375 .2199 1,579 .2533 150 .0239 150 .0241 1,610 .2575 30 .0048 14,300 2.2867 '13,059 2.0952 $~0,014 $ 1.6013 $10,146 $ 1.6278 29.4% II.0 29,4% 11,2% EF0 AFTAX AS % OF SALES 5,4 5.5%

CONSUME~O~RFORMANCE 50055 9266 FEMALE 18-20 21-24 25-34 35-49 50+ CATEGORY 33.5 66.5 3,7 7.1 23.4 34.7 31,4 45.0 55.0 2.0 3.0 30.0 35,0 30.0 ACTUAL 40.4 59.6 1.2 2,6 20,9 33,6 41.7 MAJOR 42.5 57.5 2.2 5.7 15,7 35.3 41.2 GRADE SCHOOL HIGH SCHOOL COLLEGE NOT REP, 4.8 54,8 39,4 1,2 5.0 45.0 50,0 4,8 44.3 50.1 .8 3.5 51.0 45.1 .4 INCOME $<5M 5-8M 8-10M I0-15M 15-25M 25M÷ 8.4 13.1 7,9 24.9 31.6 14,5 5,0 10,0 5,0 25,0 35.0 20,0 5.8 11,9 7.8 26.0 30,6 17,9 7.3 11.4 7,8.., 22,9 30.2 20.4

50055 9~67 MORE CONSUMER PERFORMANCE (CONT. OCCUPATION PROF./EXEC. WHITE COLLAR SKILLED UNSKILLED FARMER RETIRED/MISC. CATEGORY 28,5 13,1 22,2 13,7 1,4 21,3 30.0 15.0 25.0 i0.0 20,0 ~CTUAL 30,8 14,7 18,1 9,1 ,6 26,6 MAJOR B & H lO0's 33.1 11,8 19,4 9,8 ,4 25,5 PSYCHOGRAPHIC CHARACTERISTICS CONSERVATIVE CONCERNED "NEW VALUES" INDEPENDENT "NEW VALUES" INDEPENDENT "NEW VALuEs" INDEPENDENT SOURCE: CATEGORY, BRAND, COMPETITIVE PROFILE - FALL 1977 NF0

60I ~Z 601~ 06 06 00"[ 99 OOT 60T S.,O0~ H.~, ~ ~O±I±~awo3 ~or~ 89 68 68 89 6L bL OL S£ OIT SOT TIT 9~1 5~T OTT OOI OTT 66 ~NV~ qvn±3fl '* ... saa~owS ~o 3aVHS aIHaVagOa9 33NVI~JO-I~J3d ~J3WIISN03 3~OW NIV±NnOW 3W±N~3 ~znos 3W±N~3 ~±nos ±sv'3 31ZNV3Zv H±noS 7V~ZN33 HZ~ON zsaM 7V~INa3.HI~ON lSV3 O~±NW±V ~7¢~W NOI~ SnSN~ WOS>/7wn~ WOO5 - W05 E~ - ~'~005 +WW~

MORE CONSUMER PERFORNNCE ETHNIC PERFORMANCF ACTUAL MAJOR B &H 100's BLACK 120 135 136 104 HISPANIC 86 75 73 63 SOURCE: 1977 ETHNIC AUDITS

MORE MARKETING OBJECTIVE. 1978-1982 To INCREASE MORE's SHARE OF THE TOTAL FULL FLAVOR CATEGORY FROM 1,8% IN 1978 TO 3.1% IN 1983. S0M (CURRENT TREND) SOM (OBJECTIVE) SOC SALES OBJECTIVES 1,1 1,1 1,2 1.2 1,3 1,4 1.8 2.0 2,2 2.4 2.7 3.1 1.0 i.i 1.2 1.2 1.3 1.4

MORE PRODUCT PERFORMANCE 50055 9771 ACTION STANDARD: NoN-MENTHOL MORE FILTER PARITY VS. COMPETITIVE IOOMM HI-FI BRANDS % I~ATING 7+ ,(FF/MF IOOMM SMOKERS) 30-- VANTAGE 100 MERIT F 100 WINSTON L~IGHT 100 ATTRIBUTE DIFFERENCES (RELATIVE TO MORE) SMOOTHER, MILDER MORE SATISFYING~ SMOOTHER, EASIER TO DRAW MORE SATISFYING~ RICHER, SMOOTHER~ EASIER TO DRAW MORE MENTHOL SALEM LIGHT 100 NOT STRONG ENOUGH~ NOT AS MILD, NOT AS SATISFYING MERIT M 100 48 NOT STRONG ENOUGH SOURCE: 1977 MRD PRODUCT TESTING

50055 9272 D~SCRIPTION 1. 18 MG MORE 2. EXTENDED FILTER PLUG | REVISED 18 MG 4. 14 MG MORE MORE PRODUCT REVIEW 1978 ACTION PLAN o " PR~ MKT' .TEST LOMPLETE COMPLETE 3116/78 10116/78 4179 TBD 10/16/78 1/1/79 TE~T MARKET 3TART 8/18/78 TBD 3/1/79 1/8/79 TBD TBD

~ 50055 9273 PACKAGING

MORE ADVERTI S I NG COPY BRAND/ADVERTISING AWARENESS BRAND AWARENESS AWARENESS TRIAL (TOTAL) PURCHASE (TOTAL) MORE 74 43 21 B&H % 98 57 36 ADVERTI SING AWARENE~ CORRECT AWARENESS 44 64 SOURCE: MORE FEBRUARY 1978 CCS B & H lO0's IvLa, Y 1977 CCS

BRAND IMAGE RATINGS (% OF AWARE SMOKERS) PRODUCT IMAGE SOMEWHAT/MUCH LOWER/ LOWEST T, AR & NICOTINE TOO WEAK IN TOBACCO FLAVOR SOMEWHAT/VERY DIFFICULT TO DRAW 40 B& H 100's % 55 MORE VALUE THAN MOST 28 30 BURN RATE: TOO LONG LONGER THAN MOST OTHERS, BUT NOT TOO LONG As LONG AS MOST OTHERS NOT AS LONG AS MOST OTHERS 8 37 15 i5 SOURCE: MORE - FEBRUARY '78 CCS B & H 100'$ - MAY '77 CCS

SMOKER IMAGE RATINGS (% OF AWARE SMOKERS) SMOKER IMAGE MALE FEMALE EITHER 25 60 16 B & H lO0's 21 54 26 YOUNGER MIDDLE AGE OLDER UNSPEC, 27 24 5 45 16 30 6 48 NOT STYLI SH EXTREMELY STYLI SH TOTAL FLASHY IN DRESS & APPEARANCE 8 25 4 14 NOT CONFIDENT OVERCONFIDENT TOTAL 11 7 ___9_ 16 WARM & FRIENDLY 41 UNLIKE You/NoT ADMIRABLE 28 SOURCE: MORE - FEB. '78 CCS B & H lO0's - MAY '77 CCS 47 20

6I (~a~ow s,OOI H ~ I1 W~ON 3b~ ('~IA ~) ~I9V~IZBAV 3~JOW ZI .'±I B)II'l a~lOW Sl $1HI, .6NBHM .'no~, ~o~ ~ow. . B~IOIAI H.LIM B.L±B~ivgI~ BH.L. 9NISIIBBAGv ±Naaan3 S1717S3~1 IS31/dOD 3~OW Lz.~.6 '~soos ~ "

5(~055 927~ COPY POINT COMMUNICATION RESULTS ADVERTISING COPY: MORE LONG/LONGER BROWN WRAP LONG LASTING LEAN/SLIM CURRENT CAMPAIGN % 12 7 5 5 NORM % 13 8 6 4 LONG/LONGER B & H ].00's (HEADLINE) I LIKE YOUR STYLE (HEADLINE) STYLISH PEOPLE SMOKE B & H 10 6 4 2 13 8 6 4 SOURCE: MAPES & Ross DAR

.UsvlS "IVNOIlVN l~VlS 6/. ~. 6 5 S\O 05 919 h~18 01:/5 31~awo3 lS~l '±:~W-~a 1N3WdO73A3~I SNV'Id"NOI IDV 8L6T AdO3 9N I S I I~J3ACIV 3~OW NOIJ.dl~)$31~

SNV'Id NOI±DV/S.LN3W3AO~aWI VI(13W

s,OOT s39G3H ~ NOSN3~[ IL'I$ 0Tq~. Eig'0 3UON L'0T$ 9'~ ~vJ-ol DINHJ.3 HO0 $1N~W~7ddnS S~NZZWVW 'NV7d 9NI(IN~dS 8L6T /~31A3~J VICI3W 3~JOW L8~6 ~SOOS :

50055 9282 MORE PROMOTION PROGRAMS PROMOTION OBJECTIVES - STIMULATE TRIAL AND MAXIMIZE CONVERSION AMONG KEY TARGET SMOKER GROUPS. - COMMUNICATE AND REINFORCE THE DESIRED CONSUMER AND PRODUCT IMAGES,

1978 MORE PROMOTION.,FLOW CHART FREE PACK OFFER (PoP-uP - MAGAZINES) Co-oP FSI PACK/CARTON 1ST QUARTER XXXXX XXXX 4TH QUARTER

MORE PROMOTION REVIEW BUDGETI. SUMMARY POS 41 FREE PACK OFFER 908 COUPONING (3RD QUARTER) 630 TOTAL $1,579 0,01 0,15 $0,26

PROMOTION TESTING PLANS - TEST OF FREE PACK OFFER IN SUNDAY SUPPLEMENTS DETERMINE EFFICIENCIES OF SUPPLEMENTS VS, MAGAZINES,. OBSERVE RESPONSE/CONVERSION RATE IN HIGH DEVELOPMENT MARKET (Los ANGELES) VS, LOW DEVELOPMENT MARKET (NEW YORK),

56055 9286 MORE MARKETING BUDGET MEDIA PRODUCTION FEE PROMOTION OTHER 1977 $7,310$1.24 56.6% $%050 525 .09 4.1 777 1,347 .23 10.5 1,473 3,629*.62 28.3 1,579 83 .01 .5 180 1978 DIFFERENCE $1.45 69.4%$1,740+23.8% .12 5.7 252 +48,0 .24 11.5 126 + 9.4 ,25 10.5 -2,050-56.5 .03 2.9 97 ** TOTAL $12~894 $2.19 100.0% $13,059 $2.09 100.0% $ 165 + 1.3% * INCLUDES TAX STAMPING ALLOWANCE OF $I,382M. ** EXCEEDS 100%.

50055 9290 MORE CREATIVE STRATEGY ALTERNATE CAMPAIGN O COMMUNICATE THAT MORE IS MORE THAN JUST LONG, BROWN, AND SLIM -- THAT IT OFFERS BENEFITS NOT FOUND IN ANY OTHER CIGARETTE. O COMMUNICATE THAT MORE IS A CONTEMPORARY AND STYLISH PRODUCT THAT SMOKERS CAN FEEL COMFORTABLE SMOKING AS THEIR REGULAR BRAND. • CONSUMER BENEFIT - - PRODUCT BENEFIT MORE PROVIDES MORE SMOKING ENJOYMENT BECAUSE ITS SMOOTH, MILD TASTE LASTS LONGER THAN ANY OTHER CIGARETTE. - PSYCHOLOGICAL BENEFIT MORE is A DISTINCTIVE PRODUCT THAT ALLOWS CONTEMPORARY SMOKERS TO EXPRESS THEIR INDIVIDUALITY. SUPPORT - PRODUCT - PSYCHOLOGICAL ~ MORE's UNIQUE APPEARANCE ATTRIBUTES (.LONG, THIN, BROWN) ARE CONTEMPORARY MORE IS LONGER (120 MM) AND BURNS SLOWER THAN OTHER CIGARETTES, CONSUMER PRODUCT TESTING/BRAND IMAGE DATA CONFIRM SMOOTH,,MILD TASTE BENEFITS, AND STYLISH.

SOOSS 929~ STRATEGY (CoNT,) m PRIME PROSPECT - MALES/FEMALES - 25-q9 - UPSCALE - "NEW VALUES" TONE & MANNER - CONTEMPORARY, UPSCALE, DISTINCTIVE - SOCIABLE, WARM/FRIENDLY, RELAXED

---

50055 9302 MORE PRIME PROSPECT REVIEW DEMOGRAPHIC ~ATEGORY ZOOMM+ FF RAN~~cTUAL MAJOR F~LE 33 45 40 42 FEI~b~LE 67 55 60 58 AG~ 18-24 Ii 5 4 8 25-49 58 65 54 51 50+ 31 30 42 41 GRADE SCHOOL 5 5 5 4 HI GH SCHOOL 55 45 45 51 COLLEGE 39 50 50 45 UNDER $15M 54 45 51. 49 $15M+ 46 55 49 51 OCCUPATION PROF,/EXEC/WHITE COLLAR 41 SKI LLED/UNSK I LLED 36 FARMER/RETIRED/MISC, 23 46 27 27 45 35 20 45 29 26 SOURCE: CATEGORY, BRAND, COMPETITIVE PROFILE - FALL 1977 NF0

MORE PRIME~PROSPECT REVIEW 2I'~M+ 500M- 2MM 50M- 500M RURAL/<50M CATEGORY DEVELOPMENT I00MM+ FF 99 llO , iii TARGET. DEVELOPMENT 110 125 105 70 ~CTUAL . BRAND. DEVELOPMENT MORE 100 126 110 74 MAJOR COMPETITOR,, DEV~LOPMEN~ B & H 100's 131 109 100 66 CENSUS REGION NEW ENGLAND MIDDLE ATLANTIC EAST NORTH CENTRAL WEST NORTH CENTRAL SOUTH ATLANTIC EAST SOUTH CENTRAL WEST SOUTH CENTRAL MOUNTAIN PACIFIC 96 95 79 100 78 75 68 90 96 90 89 90 89 75 63 62 107 100 89 109 90 80 68 75 133 140 147 125 97 130 152 I09 124 170 194 156 SOURCE: CATEGORY, BRAND, COMPETITION - FALL 1977 NF0

S.LI(Inv 31NH.I.3 LL6[ : a3anos £9 £Z ~Z 98 31NV~SIH M3.1'A3~ 1D3dSO~d 3WI~ ~OE6 ~sO0~

~ORE PRODUCT • PRODUCT PERFORMANCE • CONCLUSIONS • 1978 ACTION PLAN

MORE PRODUCT STANDARDS/DEVELOPMENToBJECTIVES Ig | | PARITY VS. COMPETITIVE 100 MM HI-FI BRANDS MOVE ACTUAL TAR LEVEL IN DIRECTION OF PERCEIVED TAR LEVEL - CURRENT 25 MG - PERCEIVED 15-].7 MG IMPROVED PROFITABILITY - EXTENDED FILTER PLUG - ESTIMATED SAVINGS OF 7¢/M

MORE PRODUCT PERFORMANCE PERFORMANCE STANDARD: PARITY VS. COMPETITIVE 100 MM HI-FI BRANDS NON-MENTHOL WINSTON LIGHT 100 MERIT F 100 VANTAGE i00 MORE FILTER (FF/MF%IoR~T~MMNG 7+ SMOKERS) 35 30~ ATTRIBUTE DIFFERENCES (RELATIVE TO COMPETITIVE PRODUCT) LESS SATISFYING~ NOT AS RICH~ NOT AS SMOOTH, HARDER TO DRAW LESS SATISFYING~ NOT AS SMOOTH~ HARDER TO DRAW NOT AS SMOOTH~ NOT AS MILD MERIT M 100 MORE MENTHOL SALEM LIGHT 100 48 'STRONGER STRONGER~ MILDER~ SATISFYING MORE SOURCE: 1977 MRD PRODUCT TESTING

sooss '~3oo MORE PRODUCT REVIEW 1978 ACTION PLAN DESCRIPTION D~VELOPMENT LOMPLETE. PR~ MKT, TEST ~,OMPLETE TE~T MARKET bTART IMPROVED-18 MG MORE WITH EXTENDED FZLIER PLUG TBD TBD TBD TBD 2. 14 MG MORE 10/16/78 1/i/79 3/1/79 TBD

MORE ADVERTISING COPY COPY STRATEGY CURRENT PERFORMANCE - BRAND/ADVERTISING AWARENESS - PRODUCT/USER IMAGE - RECALL/COMMUNICATION PERFORMANCE ~ CONCLUSIONS 1978 ACTION PLANS

500 ~55 9310 MORE ADVERTISI NG COPY PLAN COPY OBJECTIVE COMMUNICATE TO UPPER SCALE ADULT SMOKERS 25-49 THAT MORE -- IN ADDITION TO BEING LONG., BROWN., AND SLIM -- OFFERS MORE SMOKING ENJOYMENT THAN ANY OTHER CIGARETTE AND IS A CONTEMPORARY AND STYLISH PRODUCT THAT SMOKERS CAN FEEL COMFORTABLE SMOKING AS THEIR REGULAR BRAND, | CoPY STRATEGY A, Focus OF SALE - MORE IS A 120 MM, BURNISHED BROWN, SLIM CIGARETTE, AVAILABLE IN BOTH NON-MENTHOL AND MENTHOL, THAT APPEALS TO ADULT SMOKERS, 25-49, - MORE PROVIDES MORE SMOKING ENJOYMENT THAN ANY OTHER ClGARETTEBECAUSE OF ITS LENGTH, SLOW BURN, SMOOTH/MILD TASTE AND VISUAL DISTINCTIVENESS.

50055 9311 PRIME PROSPECT DEMOGRAPHICS • MALES/FEMALES • 25-49 YEARS OLD • UPSCALE ($15M+) • A & B COUNTIES • SKEWED PACIFIC, MOUNTAIN, WSC • 15% BLACK PSYCHOGRAPHICS "NEW VALUES" SMOKER - LIBERAL - INDEPENDENT C| PRIMARY CONSUMER BENEFIT MORE PROVIDES MORE SMOKING ENJOYMENT THAN ANY OTHER CIGARETTE, D, ~PRODUCT BENEFIT ~ MORE's CONFIGURATION AND PAPER RESULT IN - A SLOWER BURN - SMOOTHER.' MILDER TASTE - MORE VALUE T MORE's UNIQUE AND DISTINCTIVE COLOR/CONFIGURATION MAKE IT A CONTEMPORARY AND STYLISH PRODUCT, SUPPORT NO OTHER CIGARETTE HAS MORE's UNIQUE PRODUCT ATTRIBUTES OF LENGTH.' SLIMNESS AND BROWN PAPER, F| - CONTEMPORARY., UPSCALE, DISTINCTIVE

PRIME PROSPECT DEFINITION ACKNOWLEDGES PRIMARY CONCENTRATION OF BUSINESS. - MALES CONTRIBUTE HIGHER PROPORTION OF VOLUME - 25-49 INCLUDES GROWING 30-3g AGE SEGMENT MORE SMOKING ENJOYMENT FORMS BASIS FOR RELATED BENEFITS. - MORE SMOOTH, MILD TASTE - LASTS LONGER - MORE VALUE - MORE STYLE CONTEMPORARY/DISTINCTIVE TONE .IS CONSISTENT WITH THE STYLISH APPEARANCE OF THE PRODUCT AND THE INDEPENDENT NATURE OF THE TARGET SMOKER.

MOR~ ADVERTIS I NG COPY CURRENT PERFORMANCE BRAND/ADVERTIS ING AWARENESS BRAND AWARENESS B&H % 74 98 ADVERTISING AWARENESS 44 64 SOURCE: MORE: FEBRUARY 1978 CCS B & H 100's: MAY 1977 CCS

ADVERTISING COPY CURRENT PERFORMANCE 500~5 ~31n BRAND IMAGE RATINGS (% OF AWARE SMOKERS) PRODUCT IMA6E SOMEWHAT/MUCH LOWER/ LOWEST T, AR & NICOTINE Too WEAK IN TOBACCO FLAVOR 38 SOMEWHAT/VERY DIFFICULT TO DRAW 40 B & H ~100' s % 55 MORE VALUE THAN MOST 28 30 BURN Pw%TE: Too LONG LONGER THAN MOST OTHERS, BUT NOT TOO LONG AS LONG AS MOST OTHERS NOT AS LONG AS MOST OTHERS 8 37 15 15 SOURCE: MORE: FEBRUARY 1978 CCS B & H 100's: MAY 1977 CCS

SMOKER IMAGE MALE FEMALE EITHER YOUNGER MIDDLE AGE OLDER UNSPEC, ADVERTISING COPY CURRENT PERFORI~NCE SMOKER IMAGE..RATINGS (% OF AWARE SMOKERS) 24 5 45 % 21 54 16 6 48 MODERATELY STYLISH.', FLASHY IN DRESS & APPEARANCE CONFIDENT WARM & FRIENDLY UNLIKE You/NoT ADMIRABLE 74 25 77 41 28 SOURCE: MORE: FEBRUARY 1978CCS B & H 100's: MAY 1977 CCS

ADVERTISING COPY CURRENT PERFORMANCE COPY TEST RESULTS CURRENT ADVERTISING "THE CIGARETTE WITH MORE," "MORE FOR YOU," "MORE WHEN?" "THIS IS MORE LIKE IT." % 13 15 17 NOT TESTED 50055 931 6 MORE AVERAGE (2 YR,) P4C NORM 16 19 B & H lO0's (MOPED) 19 SOURCE: MAPES & Ross DAR REPORTS

ADVERTISING COPY CURRENT PERFORMANCE ADVERTISING COPY: LONG/LONGER BROWN WRAP LONG LASTING LEAN/SLIM COPY POINT COMMUNICATION CURRENT CAMPAIGN % 12 7 5 5 % 13 8 6 4 B & H 100's LONG/LONGER B & H 100's (HEADLINE) I LIKE YOUR STYLE (HEADLINE) STYLISH PEOPLE SMOKE B & H 10 6 4 2 13 8 6 4 SOURCE: MAPES & Ross DAR REPORTS

50055 93'I 8 ADVERTISI NG COPY CONCLUSIONS -- PROBLEMS/OPPORTUNITIES NEW CAMPAIGN IS NECESSARY TO: • IMPROVE COMMUNICATION OF CONSUMER BENEFITS. • CORRECT NEGATIVE USER PERCEPTIONS/EXPLOIT VISUAL DISTINCTIVENESS OF PRODUCT,

919 .~VINOWI±$B~,, .LBV.LS 3Yaq~wo3 3197dW0~) 1N3WdO73A3~I SNV~d NOIIDV 8Z61 AdO3 9NISIi83A~V 380W 6LE6 SS OOS

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9329 MORE BRAND REVIEW MARCH 16, 1978

50055 9330 MORE ADVERTISING REVIEW COPY STRATEGY PRIME PROSPECT MALES/FEMALES 25-49 YEARS OLD UPSCALE NEW VALUES PRIMARY PROMISE MORE IS A CONTEMPORARY AND STYLISH PRODUCT THAT SMOKERS CAN FEEL COMFORTABLE SMOKING AS THEIR REGULAR BRAND MORE LASTS LONGER THAN OTHER CIGARETTES AND, THEREFORE, PROVIDES MORE SMOOTH, MILD TASTE/VALUE SUPPORT FOR PROMISE I MORE's UNIQUE APPEARANCE ATTRIBUTES (LONG, THIN, BROWN) ARE CONTEMPORARY/STYLISH MORE IS LONGER (120 MM) AND BURNS SLOWER THAN OTHER CIGARETTES CONSUMER PRODUCT TESTING/BRAND IMAGE DATA CONFIRM SMOOTH, MILD TASTE BENEFIT

MORE ADVERTISING REVIEW COPY STRATEGY (CONT.) TONE & ~NNER MODERN, CONTEMPORARY, UPSCALE TO REINFORCE POSITIVE PRODUCT & USER IMAGE

, 50055 933~ I~ORE ADVERTISING REVIEW SUMMARY OF DEFICIENCIES • NO SINGLEj COMPELLING SELLING POINT • VARIETY OF RATIONAL BENEFITS DOES NOT PROVIDE DISTINCT UNIFIED POSITIONING IN MIND OF SMOKER • STYLISHNESS OF BRAND SUGGESTS PURSUIT OF LIFESTYLE/IMAGE ORIENTED POSITIONING

.Lm~VW-NI I .LS~i I IIN3WdO73A3~~ NglVc~WVO 31VN~317V ~ 13)~BVW_NI, ('A]~) NglVc~WVD 1N3~IID .L3~VW-NI NBIV(IWVD IN3~IID SNV'I~I NOIIDV 8Z6"[ M31A3~I 9NISII~I3A(IV 3~IOW £££6

~50055 ~3~ PACKAGING

MORE MARKETING BUDGET (000) DIFFERENCE AGENCY MEDIA $ 4,882 $ 5,954 1,072 +22.0% OOH ~ 2,428 3,096 668 +27.5 PRODUCT I ON 525 777 252 +48.0 AGENCY FEE. 1.347 1.473 126 + 9.4 SUB TOTAL 9,182 11,300 2,118 +23.1 PROMOT I ON 3,627* I, 389 -2,238 -61.7 SPECIAL EVENTS 109 150 41 +37.6 OTHER DIRECT (26) 30 56 - GRATIS 2 190 ~88 - SUB TOTAL 3,712 1,759 -1,953 -52,6 TOTAL $12,894 $13,059 $ 165 + 1.3% INCLUDES TAX STAMPING ALLOWANCE OF $1,382M,

50055 9336 MORE P & L STATEMENT VOLUME (BILLIONS) NET SALES VARIABLE COSTS 'MARGINAL CONTRIBUTION FIXED COSTS O,P. BEFORE ADVTG, & TAXES ADVTGo & PROMOTION SALES MDSG. O.P. BEFORE TAXES 1977 5.9 1978 $000 6,3 DIFFERENCE $000 % .. .4 + 6,5% $80,684 $13.7379 $91,128 $14'5723 $10,444 +12.9% 53.9669.1887 58.2259.3108 4.259 + 7.9 26,7184.5492 32,9035.2615 6,185 +23,1 4.676 .7962 6.089 .9737. 1.413 +30.2 22,0423.7530 26,8144.2878 4,772 +21.6 12,8942.1954 13,0592.0883 165 + 1.3 ~ .2069 3.500 .5597 2,285.+188.1 $ 7.933 $1.3507$10.255 $1.6398$2.322 +29.3% NET SALES BEFORE TAXES AFTER TAXES 9.8% 4.8% 11,3% 5,5%

50055 9337 MORE FINANCIAL REVIEW FINANCIAL PROBLEMS/OPPORTUNITIES VARIABLE COST - HIGH WRAPPING COSTS (32¢ ABOVE Co, AVERAGE) DUE TO BROWN WRAPPER & TIPPING PAPER TAX STAMPING - INCREMENTAL CHARGE OF 25¢/M FOR MORE TAX STAMPING ALLOWANCE ACTION PLANS VARIABLE COST - DEVELOP TIMING: & TEST PRODUCT WITH EXTENDED FILTER PLUG DEVELOPMENT COMPLETE CONSUMER TEST COMPLETE NATIONAL INTRODUCTION 4/30 8/25 JAN, 1979 TAX STAMPING - DEVELOP PROGRAM FOR REDUCTION AND/OR WITHDRAWAL OF ALLOWANCE TIMING: DEVELOPMENT COMPLETE 3/31 NATIONAL IMPLEMENTATION JAN, 1979

pRIORITY PROJECT PRIORITIES DEVELOPMENT START COMPLETE DUE DATES ,PRE MKT, TESTS TEST M~TS. START ~ START 50055 9338 ALTERNATE ADVERTISING CAMPAIGN IMPROVED PRODUCTS PROMOTIONAL PROGRAMS A) 1ST HALF FREE PACK OFFER B) 2ND HALF TRIAL PROMOTION COST REDUCTION - EXTENDED FILTER PLUG SPENDING TESTS TAX STAMPING ALTERNATIVES "TAR~ REDUCTION - 14-15 MG DONE 2/15 4/15 5/29 DONE DONE DONE 3/17 DONE DONE DONE 3/31 2115 4130 DONE 3131 DONE 3/31 2115 6/30 5/i 7/31 5/78 6/79 9/30 12/31 1/79 6/79 8/1 7/15 4/15 9/1 1/79 6/79 1/79 8/79

~QRE BRAND REVIEW MARCH 16, 1978

B_RAND CATEGORY DESCRIPTIOI~ CATEGORY DESCRIPTION: i00 MM+ CATEGORY MAJOR .COMPETITION: OTHER 120 MM'S - SARATOGA - MAX 100 MM FULL FLAVOR - BENSON & HEDGES 100 - VIRGINIA SLIMS 100 - MARLBORO lO0 i00 MM HI-FI - BENSON & HEDGES LIGHT 100 - MARLBORO LIGHT - WINSTON'& SALEM LIGHT 100

I~OREHISIORICAL REVIEW INTRODUCED NATIONALLY: APRIL, 1975 O FOLLOWED BY 14 OTHER 120 BRANDS (TEST & NATIONAL) IN 1975 ORIGINAL POSITIONING (APR 1975- MAY 1976): - FIRST 120 MM CIGARETTE - NEW EXPERIENCE IN SMOKING LONG/SLIM/BROWN STYLE MORE PUFFS/VALUE SLOW BURNI NG/LONG LASTING CURRENT POSITIONING (MAY 1976- PRESENT): - MORE OF A REALLY GOOD CIGARETTE - LASTS LONGER

MORE HISTORICAL REVIEW BUSI~IESS REVIEW (1975- 1977) 1975" 1976 v_PJ. SOM SOC VOL ~ SOM SOC VOL SOM SO(; MORE F ~ I_TER 2,6 ,44 1,8 3,1 +18,6% ,52 2,0. 3.3 +8,7% ,55 2.O MORE MENTHOL 2,0 ,34 1,3 2,3 +15,7 ,39 1,5 2,6 +9,5% ,43 1,5 TOTAL MORE 4,6 ,78 3,1 5,4 +17,4% ,91 3,5 5.9 +9,0% .98 3.5 * INTRODUCED NATIONAI_I_Y 4/75

1978 MORE BUSI~ESS OBJECTIVES MORE FILTER MORE MENTHOL TOTAL MORE 3,5 6,3 +6,0% +7.1 +6,5% SOM .58 1,03% SOC 2.0 3.6% TOTAL MORE 6.5 +9.8% 1.06% 3.7%

QVERALL MARKETING STRATEGY MORE WILL EMPLOY ~.E~JE~L~]_~ STRATEGY DURING 1978, RATIONALE: - MAINTAIN VOLUME/SHARE GROWTH DURING CRITICAL PERIOD IN BRAND LIFE CYCLE - INCREASING LOYALTY RATE - UNIQUE PRODUCT CHARACTERISTICS - INCREASING COMPETITIVE THREAT FROM 100 MM HI-FI'S t~t~6\SSO0~

BRAND POSITIONING PRIME PROSPECT_ IDEI~T I F_I CAT I ON - AGE: - SEX: - INCOME: - EDUCATION: - OCCUPATION: - PSYCHOGRAPHIC: - GEOGRAPHIC: - USAGE: ADULTS 25-49 MALES/FEMALES $i5M+ COLLEGE EDUCATED WHITE COLLAR "NEW VALUES" WEST, SOUTHWEST, SOUTHEAST/A & B COUNTIES 100 MM FULL FLAVOR - DEVELOPMENT/GROWTH OF BRAND AMONG THESE SEGMENTS - UNIQUE ATTRIBUTES LIMIT ACCEPTANCE AMONG YOUNGER "CONFORMISTS" (85 MM FULL FLAVOR SMOKERS) |

.CURRENT BRAND PERCEPTION__ TAR L~-VEL - PERCEIVED AS LOW TAR CIGARETTE (CCS, HI-FI SEGMENTATION STUDY) TASTE LEVEL.- MILD~ SMOOTH (POST POSITIONING STUDY) IMAGE/USER PROFILE - YOUNG, FEMALE, MoDERN/NEW VALUES, INDEPENDENT, CONFIDENT (POST POSITIONING STUDY) 9 ~6 ~005

DESIRED BRAND PERCEPTIQN__ CURRENT BRAND PERCEPTIONS ARE IN LINE WITH DESIRED PERCEPTIONS RAT I ONALE : - POSITIONS MORE IN GROWTH SEGMENTS OF MARKET • Low TAR • MILD, SMOOTH TASTE • YOUNG, NEW VALUES, INDEPENDENT SMOKER

MORE PRODUCT REVIEW PRODUCT PERFORMANCE STANDARDS • CONSUMER ACCEPi'ANCE: • TPM LEVEL: 21 MG TAR PARITY VS, COMPETITIVE 100 MM HI-F~ BRANDS ~UMMARY OF DEFICIENCIES CONSUMER ACCEPTANCE (AMONG TRIER/REJECTORS): - LASTS TOO LONG/STATIC BURN OUT - TOO HARD TO DRAW - TOO WEAK - BAD AFTERTASTE - NOT ENOUGH MENTHOL TASTE (MENTHOL) TPM LEVEL: - ACTUAL TPM LEVEL NOT IN LINE WITH PERCEPTIONS - TPM LEVEL HAS DRIFTED UPWARD TO 23/24 MG

~ORE PRODUCT REVIEW 1978 ACTION PLAN • IMPROVED PRODUCT (18 MG) - TESTED VS, CURRENT AMONG MORE SMOKERS & COMPETITIVE SMOKERS - PRELIMINARY RESULTS FAVORABLE PARITY AMONG CURRENT USERS • TEST PRODUCT GENERALLY MORE ACCEPTABLE AMONG COMPETITIVE SMOKERS • CURRENTLY AWAITING FINAL MRD REPORT • TAR REDUCTION (14/15 MG) - DEVELOPMENT PROGRAM FOR CONTINGENCY PRODUCTS

MORE ADVERTISING REVIEW COPY STRATEGY ~RIME PROSPECT . MALES/FEMALES • 25-49 YEARS OLD • UPSCALE • i~EW VALUES PRIMARY PROMISE • MORE ~s A CONTEMPORARY AND STYLISH PRODUCT THAT SMOKERS CAN FEEL COMFORTABLE SMOKING AS THEIR REGULAR BRAND • MORE LASTS LONGER THAN OTHER CIGARETTES AND, THEREFORE, PROVIDES MORE SMOOTH, MILD TASTE/VALUE SUPPORT EOR PROMISE • MORE's UNIQUE APPEARANCE ATTRIBUTES (LONG, THIN, BROWN) ARE CONTEMPORARY/STYLISH • MORE is LONGER (120 MM) AND BURNS SLOWER THAN OTHER CIGARETTES • CONSUMER PRODUCT TESTING/BRAND IMAGE DATA CONFIRM SMOOTH, MILD TASTE BENEFIT ~, 0SC6

MORE ADVERTISING REVIEW COPY STRATEGY (CONT,) TONE & MANNER MODERN, CONTEMPORARY~ UPSCALE TO REINFORCE POSITIVE PRODUCT & USER IMAGE LS£6 5SOOS

MORE ADVERTISING REVIEW CURREi~T ADVERTISING CURREi~T POOL- 4 EXECUTIONS "MORE FOR YOU" "MORE WHEN?" "THE CIGARETTE WITH MORE" "THIS IS MORE LIKE IT" TEST RESULTS MORE ALL CIGT. NORM 16% 21%

MORE ADVERTISII~G REVIEW SUMMARY OF DEFICIENCIES • NO SINGLE, COMPELLING SELLING POINT • VARIETY OF RATIONAL BENEFITS DOES NOT PROVIDE DISTINCT UNIFIED POSITIONING IN MIND OF SMOKER STYLISHNESS OF BRAND SUGGESTS PURSUIT OF LIFESTYLE/IMAGE ORIENTED POSITIONING £SC6 SSOOS

MORE ADVERTISING REVIEW 1978 ACTION PLANS CURRENT CAMPAIGN IN,~MARKET CURRENT CAMPAIGN (REv,) | IN-MARKET ALTERNATE CAMPAIGN .DEVELOP, MENT, , TEST., IN-MARKET

9NI9V)IDV~I

I~ORE MEDIA REVIEW DEMOGRAPHIC TARGETS TARGET SPENDING AGAINST: HIGH INDEX GROUPS CURRENT SOURCE OF BUSINESS MOST LIKELY SMOKERS WOMEN MEN MORE 100 MM SHARE OF INDEX VS, INDEX VS. VOLUME TOT. U. S, IQ_T..,.~.~._,S_,_ 55% 1 123 144| 45 81 65 18-24 5 40 25-49 55 I 95 50+ 40 1 137.1 83 1051 98 PROF/EXEC, 25 WHITE COLLAR 19 RETIRED, MISC. 25 95 150 127 109. ii0 i01

I~ORE MEDIA REVIEW( GEOGRAPHIC ALLOCATION O O O NATIONAL COVERAGE TO SUPPORT GROWTH CONCENTRATION IN A & B COUNTIES LOCAL SPENDING IN HIGH MORE/100 MM DEVELOPMENT MARKETS - 44% OF POPULATION - 54% OF BRAND VOLUME - 60% OF VOLUME POTENTIAL IOOMM INDEX To INDEX To 2MM PLus 30% 105 I00 500M-2MM 31 114 109 50M-500M 19 115 108 REGION SA 18 WSC 13 MT, 8 PACIFIC 22 -109 105 140 129 173 102 187 113 9

~ORE MEDIA REVIEW PRIORITY OF MEDIA.VEHICLES i, NATIONAL MAGAZINES 2. 00H 3, SUNDAY SUPPLEMENTS

MORE MEDIA REVIEW 1978 SPENDING PLAN .NATIONAL VS, LOCAL NAT I ONAL LOCAL 7,0 3.7 $10,7 _% 65% 100% MAGAZ I N E S SUPPLEMENTS OOH ETHNIC $ 4,1 2,6 3,4 ,6 $10,7 38% 24% 32% 6% 100%

MORE PROMOTIOi~ REVIEW PROMOTION OBJECTIVES STIMULATE TRIAL & EFFECT CONVERSION AMONG COMPETITIVE SMOKERS • INCREASE/REINFORCE MORE's ADVERTISING AWARENESS/IMAGE 09E6

MORE PROMOTION REVIE~ 1978 PROMOTION ACTIVITY 2ND QUARTE~ 21,2~I FREE PACK POST PAID CERTIFICATES DISTRIBUTED VIA MAGAZINES. BOUNCE-BACK WILL INCLUDE $i,00 CARTON COUPON TO COMPETITIVE SMOKERS. TARGETED TRIAL PROMOTION (DEVELOPMENT UNDERWAY), \ L9£6 SSOOS

MORE PROMOTION REVIEW BUDGET SUMMARY POS 41 FREE PACK PROMOTION 9O4 3RD QTR. TRIAL PROMOTION TOTAL

MORE MARKETING (000) BUDGET D I EEERENCE AGENCY MEDIA $ 4,882 00H 2,428 PROD~JCTION 525 AGENCY FEE ~ SUB TOTAL 9,182 $ 5,954 1,072 +22.0% 3,096 668 +27.5 777 252 +48.0 1.473 126 +9.4 11,300 2,118 +23.1 PROMOT I ON 3,627* I, 389 -2,238 -61.7 SPECIAL EVENTS 109 150 41 +37.6 OTHER DIRECT (26) 30 56 - GRATIS 2 190 ~ - SUB TOTAL 3,712 1,759 -1,953 -52.6 TOTAL $12,894 $13,059 $ 165 + 1.3% * INCLUDES TAX STAMPING ALLOWANCE OF $1,382M. £9E6 SSOOS

MORE P & L STATEMENT VOLUME (BILLIONS) NET SALES VARIABLE COSTS MARGINAL CONTRIBUTION FIXED COSTS O,P, BEFORE ADVTG, & TAXES ADVTG, & PROMOTION SALES MDSG, O,P, BEFORE TAXES 1977 $000 PER ~ 5,9 1978 $000 6.3 DIFFERENCE $000 .4. + 6.5% $80,684 $13.7379 $91,128 $14.5723 $10,444 +12.9% 53,966~ ~ ~ ~ + 7.9 26,7184.5492 32,9035.2615 6,185 +23.1 4,676 ~ 6,089 .9737 ~ ~ 22,0423.7530 26,8144.2878 4,772 +21.6 12,8942.1954 13,0592.0883 165 + 1.3 ~ ~ 3.500 .559Z _L.Z~.+188.1_ $ 7,933 ~ ~ ~ $2,322 ~ NET .SALES • BEFORE TAXES AFTER TAXES 9.8% 4.8% 11.3% 5.5%

~IORE FINANCIAL REVIEW EI~IANCIAL PROBLEMS/0PPORTUNITIES VARIABLE COST - HIGH WRAPPING COSTS (32¢ ABOVE Co, AVERAGE) DUE TO BROWN WRAPPER & TIPPING PAPER TAX STAMPING - INCREMENTAL CHARGE OF 25¢/M FOR MORE TAX ST, AMP ING ALLOWANCE _ACTION_ PLANS VARIABLE COST - DEVELOP & TEST PRODUCT WITH EXTENDED FILTER PLUG TIMING: DEVELOPMENT COMPLETE CONSUMER TEST COMPLETE NATIONAL INTRODUCTION 4/30 8/25 JAN. 1979 TAX STAMPING - DEVELOP PROGRAM FOR REDUCTION AND/OR WITHDRAWAL OF ALLOWANCE TIMING: DEVELOPMENT COMPLETE 3/31 NATIONAL IMPLEMENTATION JAN, 1979

PRIORITY ALTERNATE ADVERTISING CAMPAIGN IMPROVED PRODUCTS PROMOTIONAL PROGRAMS A) 1ST HALF FREE PACK OFFER B) 2ND HALF TRIAL PROMOTION COST REDUCTION - EXTENDED FILTER PLUG SPENDING TESTS TAX STAMPING ALTERNATIVES #TAR# REDUCTIpN - 14-15 MG PROJECT PRIORITIES DEVEt~OPMENT START ~TARE ~KT, TESTS R~ ~ DONE 2/15 DONE DONE 4115 5/29 DONE 3/17 DONE DONE DONE 3131 TEST MKTS. ~TART COMPLETE 2/15 4/30 5/1 7/31 DONE 3/31 5/78 6/79 DONE 3/31 2/15 6/30 9/30 12/31 1/79 6/79 8/i 7/15 4/15 9/i 1179 6179 1179 8179 k 99E6

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PRODUCT MTP Let's take a brief look at what was happening in the tobacco industry back in 1973 when this project was initiated. At that time cigarettes were sold primarily in three product lengths; 70mm, 85mm and 100mm in both filter and menthol styles. Industry cigarette sales were basically flat for the past several years due to a declining incidence of smoking resulting primarily from two causes: heavy excise tax increases imposed by many states and municipalities and a growing concern about the smoking and health controversy. In addition, cigarette advertising was banned from television and radio in 1971 and no new brands had been successfully launched since the advertising ban. We knew from the research that we use to monitor changes in con- sumer trends that consumers were looking for products with value and that there was an increasing desire for stylish products. In addition, cigarette sales trends indicated significant growth of the 100mm category from 18% of the market in 1970 to 23.2% of the market in 1974, which suggested a longer length product.could havebroad appeal. Finally, a study of tobacco products abroad indicated potential for a cigarette~wrapped in brown paper. Based on this research, we thought we had discovered a viable marketing opportunity and that was to develop a whole new look in cigarettes. The cigarette would come in a stylish, thin 120mm length, provide 50% more puffs than a 100.mm cigarette while costing the same price, and be wrapped in brown paper. As previously mentioned, no new cigarette brands had been success- fully~introduced since the advertising ban, however, we felt~we had a product idea that satisfied a consumer need and was different enough-from~ether cigarettes ~o generate~consumer_interest and~ trial without the use of TV or radio. Our project at this point became a coordinated effort among Brand Management, Marketing Research and.Tobacco Development. When a new idea on judgment shows promise, the next step is to translate this idea into a written product concept. Marketing Research then subjects the concept to consumer testing and compares the results with other concepts previously tested. Once it is determined that the new concept is meaningful to consumers, Brand Management prepares a brand positioning and requests that Tobacco Development develop a product. Our Tobacco Development researchers were able to develop a quality product that was 120mm long, wrapped in a burnished brown paper and provided a rich, smooth tobacco flavor. We felt that this plus the style and value associated with the product would guax~antee its suhcess in the marketplace. The project was given the code name MTP for security reasons.

Page 2- PRODUCT MTP Brand Management concurrently began to define the marketing objectives and strategies that we would employ. Our objective with MTP was to capture 1.0% of the cigarette market and to achieve leadership of the new 120mm cigarette category that we envisioned MTP wouldcreate. The strategies that we decided to employ to achieve these objectives were designed to capitalize on the brand's distinct consumer benefits. Specifi- cally, we wanted to market MTP as a new concept in cigarette smoking. MTP was the first 120mm, thin, brown cigarette. For the first time, style had been tailored into a cigarette. We also wanted to capitalize on the brand's product benefits, extra length and value. We defined our target audience as young adult smokers, primarily males. Since we had a style story to tell, we placed special emphasis against upscale smokers whose lifestyles were urban and contemporary. Once our brand positioning was determined, creative development could begin. The first step was the selection of an appropriate name for MTP. The name should communicate the product promise and have target market appeal. Once the name is selected, the package design is initiated. This also stems from the brand positioning and should help communicate the product's features with graphic appeal to the appropriate target market. With an approved name and package, the advertising agency is then in a position to finalize the brand's advertising campaign. The ad campaign contains all the creative elements that will be pre-. sented to consumers in persuading them to try and use the product. Our timetable was to be in test market in October, 1974 and, if successful, to introduce the brand nationally in April, 1975. We have now discussed the background information and positioning of our new product. The following pages describe the develop- ment of the various elements comprising the marketing mix. 312/79 GWM:tg

MORE PACKAGING OBJECTIVES Objectives i. Utilize conventional cigarette type soft pack. 2. Employ cigarette graphics to communicate: - High impact, strong brand identification. - Full flavor cigarette satisfaction. - Mildness. - Quality, masculine appeal. - Modernity, style. Candidates i. Sash pack 2. Plain pack Research Methodolqgy Respondents were exposed to the two packages and told that each package represented a different blend of a new cigarette called MORE (the product's were, in fact, identical). After smoking the products, respondents were asked for a product preference, reasons for preference, and various direct questions. Results Smokers under 35 preferred the sash pack, and smokers over 35 preferred the plain pack. However, overall ratings among both young adult and older smokers indicated that the sash pack was perceived as being more attractive, designed more for younger smokers and more modern looking. Package Selected The sash pack was selected for use. MORE AVAILABILITY We are fortunate from this standpoint-as wehave~one of the largest sales departments among consumer product marketers in the country. Our sales representatives can attain national distribution on a new product in 6 to 8 weeks. MORE PRICING STRATEGY Our strategy with MORE was to offer value to the consumer. To accomplish this, we decided to sell MORE at the same price as 100mm brands when, in fact, MORE provided over 50% more puffs than 100mm cigarettes. This strategy provided MORE with a competitive advantage in the marketplace and allowed for an acceptable return on the Company's investment.

-2- II. MORE ADVERTISING PLAN I. Copy Strategy Communicate to male smokers 18-34 years old that MORE is a truly revolutionary concept in cigarette smoking-- the first 120mm cigarette, the first long, brown, slim cigarette. • Communicate that MORE delivers unique smoking satisfac- tion, is stylish and offers excellent economic value. • Communicate that MORE is available in both filter and menthol styles. Media Strategies • Use national magazines and supplements to: - Efficiently reach all segments of the target audience. - Build up message frequency particularly through use of weekly magazines and supplements. • Use 4 color newspaper to: - Communicate the newsworthiness of the new product introduction--a new experience in smoking. - Increase impact through 4 color advertising in a traditionally black and white medium. - Increase local market coverage. • Use o~t-of-home advertising to: - Heighten brand awareness. - Increase reach and frequency against the target audience. MORE SALES PROMOTION Objectives I. To assist media in generating brand awareness and reinforcing the brand's desired image.

-3- 2. To stimulate trial among target smokers. ~tra~egy I. Utilize a massive sampling program to generate consumer trial and purchase. 2.~ Increase consumer awareness and stimulate impulse purchase through point-of-sale display. Programs Over 1 million new blister pack samplers containing two cigarettes were distributed to consumers across the country. An extensive number of point-of-purchase displays were placed to include: - permanent package displays. - temporary 30-pack displays. - floor displays. - point-of-sale advertising. MORE 1975 ADVERTISING AND PROMOTION PLAN Cost Print ($000)" % of Total Spending _ Magazines $ 3,731 19% Supplements 4,015 20 Newspapers 3,125 15 Out-of-Home 5,835 29 Total Media (Gross $) $16,706 83% Sales Promotion 3,446 17 Total Media and Promotion $20,152 100% MORE IN-MARKET RESULTS How effective were all these efforts in introducing this innovative new brand into the market?

-4- Brand awareness after I0 weeks was comparable to levels achieved with television. 2. Consumer trial was 50% higher than the average for new brands introduced without broadcast. o The purchase rate for MORE was about 100% higher than the average for new brands introduced without broadcast. 4. " MORE achieved a .8% share of market in 1975 after being in the market for only nine months and achieved undisputed leadership of the 120mm category. Fourteen competitive ll0-120mm products were introduced subsequent to MORE,and only three are still being sold today. 3/2/79 GWM:tg

January 8, 1979 Evaluation MORE Free Pack Offer and $1.00/Carton Bounceback Coupon Purpose The purpose of this report is to review and evaluate the 1978 MORE Free Pack Offer and $1.O0/Carton Bounceback Coupon Promotion. Specifically, this report will address the following issues: .(~) Program description; (2) Objectives of the promotion; (3) Program results, with commentary; (4) Program result sum- mary; and (5) Suggestions for improving the program for future use. I. Program Description The promotion was organized into two distinct programs in April, 1978: (I) Program #i: A pop-up certificate was dis- tributed via seven selected magazines; (2) Program #2: An on-page coupon was delivered via Sunday supplements in two major metropolitan newspapers. Program Specifics: #i: 21.2MM prepaid mailer p~p-up certificates were deliyered via the following magazines: Family Circle (39%) Redbook (22%) Newsweek (14%) People (10%) Ebony (6%) Psychology Today (6%) Car & Driver (3%) (Target: (Target: (Target: (Target: (Target: (Target: (Target: Women) Women) General Audience) General/Women) Blacks) General - Young Adult Audience). Men- test vehicle)

II. Program Specifics (Cont.) #i (Cont.) Consumers who mailed in the certificate received a free pack of MORE. COmpetitive smokers also received a $I.00 baounceback coupon good on a carton of MORE. #2: 2.8MM on-page certificates were delivered via Sunday supplements (Los Angeles Times - 46%; New York Times - 54%). In addition to the Free Pack announcement, the $1.00/carton was also announced on the certificate. Consumers were required to mail in the certificate at their own expense. Each respondent received both the free pack and the $1.00 coupon. Program Objectives The central objective of the promotion was to stimulate trial and conversion among competitive smokers of age 25-49, both female and male, consistent with 1978 Sales Promotion objec- tives. The free pack offer was designed to appeal primarily to new triers who might otherwise be unwilling to make a pur- chase commitment for fear of disliking the cigarette. The $1.00/carton coupon was included as a valuable re-purchase incentive. The Los Angeles/New York Times Sunday supplement vehicles were employed as a "test" to reach a large number of potential MORE smokers in two distinct markets: Los Angeles -- a high share, high volume MORE smoker market; and New York -- a low o 0

'° 3 II. III. Program Objectives (Cont.) share, slow growth, high potential market. The $1.00/carton coupon was announced with the free pack offer so that competi- tive smokers would not see it as an inconvenience to mail in the on-page certificate at their cost, knowing that they would also be receiving a coupon. Results and Commentar[ A. General Comments: Both Programs i. This promotion was unique in that no previous MORE promotions are directly comparable nor are other RJR brands' promotions comparable. 2. Research was undertaken by Marketing and Research Counselors, Inc. (MARC), of Dallas, Texas, who by telephone contacted 293 persons. From this research, MARC was able to project conversion rates, trial rates, et. for the entire promotion. The standard sample size is judged to be statistically projectable for this promotion. From this research, the follow- ing conclusions can be drawn: a. Through this promotion, 52% of the consumers were trying MORE for the first time. Of these new triers, 45% purchased at least one pack of MORE at a later time. This sizable trial rate indicates that the promotion was successful in stimulating trial.

III. Results and Commentary (Cont.) A. General Comments: Both ...Programs (Cont.) b. 20% of the consumers were converted to MORE as a result of the promotion. This rate compares with a projected rate of 12% conversion, as shown by the Corporate Coupon Study. It can be concluded, therefore, that this p.[pmotion was quite successful in ~ene[atin~ conversion a~on~ competiti~_e s~okers. Lane Services examined a sample size of 21,461 respon- dents (4.2% of total responses received from the pro- motion). From this, the following conclusions may be drawn: a. OnlZ 9% of respondents were regular MORE smokers. This favorably compares with the CCS projected rate of 20.1%. b. 311% of respondents smoked another RJR brand. The. CCS projected a rate of 25.2%. Therefore, this promotion attracted more RJR-brand smokers than an average coupon effort. c. 60% of respondents were non-RJR smokers. This compares with the CCS rate of 55%, concluding that this promotion generated more trial among non-RJR smokers than an average coupon promotion. From a demographic standpoint, the following may be said:

IIl. Results and Commentary (Cont.) A. General Comments: Both Programs (Cont.~ a. Female redeemers outnumbered males by a 2 to 1 margin. While it is true that females generally redeem more coupons than males, the promotion was designed to appeal to both sexes. b. The promotion was targeted to reach persons in the 25-49 age group. 53% of redeemers were from this age bracket, but 40% were over 50 years old. Hence, this promotion actually reached a wider age group than was expected. Program #i: Magazine Pop-Ups: General Comments i. The final overall redemption rate of responses received (2.3%) to the free pack fell 12% below Brand expecta- tions. 2. The most effective magazines, in terms of redemption rate response, were: Family Circle (2.7%), Redbook (2.6%), and Ebony (1.9%). This is a logical occurrence judging from the 2 to 1 margin (females over males) redeeming coupons. 3. The least effective magazine was Newsweek (redemption rate, 1.2%), although 14% of all Offers distributed were in Newsweek. 4. Car & Driver, included as a test, redeemed better than Newsweek (at 1.5%), although only 3% of total offers distributed were in C&D (versus 14% for Newsweek). O

III. Resqlts and ~ommentary (Cont.) B. Program #i: Magazine Pop-Ups: Ce General Comments 5. Psychology Today was an inappropriate choice for inclusion in this promotion, not necessarily, however, as a result of its redemption rate of 1.5%. Whilethe magazine is of general appeal (both male and female), it is read primarily by young adults in the 18-28 age bracket. This eludes the target group of this promotion, i.e., ages 25-49. 6. Lane Redemption accepted 13,523 facsimiles of coupon certificates. Lane could not refuse to honor these facsimiles as there was no proscription against con- sumers submitting them. 7. Bounceback redemption.: Redemption of the bounceback coupon reached 25%, yet it was below initial Brand estimates. However, this rate far exceeded average . MORE redemption rates in previous years: 1976: 5.0 1977: 4.6 Program #2: LA/NY Sunday supplements: General Comments i. The actual redemption rate for coupon certificates was° .9%, or 40% below Brand estimates. However, the overall redemption rate for the bounceback coupon was 60%, or 50% higher than Brand estimates. 2. The New York drop was 20% more successful than the LA drop, in terms of coupon ~ertificate respbnse. However, the LA bounceback coupons were more success- ful (redemption rate: 68%), reflecting the predomi- nance of MORE smokers in Los Angeles. o c~

III. IV. Results and Commentary (Cont.) C. Program #2: LA/NY ~unday Supplements: (Cont.) 3. General Comments The Sunday supplements, less targeted in their reach, achieved redemption rates predictability lower than the magazine pop-ups. In terms of redemption rates, the bounceback coupon offer was the most successful one ever run by MORE. This rate (60%) compares with an average annual redemption rate for MORE in 1976 of 5.0% and 4.0% in 1977. Redemption: Other Comments i. The total number of responses to the free pack offer was 507,140. This includes certificates submitted- from the magazines, Sunday supplements, facsimiles. of certificates, and duplicate responses. The total number of duplicate, or otherwise unhonorable, respon- ses was 18,400, or 3.6% of total-responses received. Therefore, 489,140 responses were honored, represent- ing-2.0% of total coupon certificates distributed. Evaluation Summary In summary, the following general statements can be made about the promotion: (i) The promotion did succeed in stimulating trial among Competitive smokers. (2) The promotion did succeed in stimulating conversion among competitive smokers.

Vo Evaluation Summary (Cont.) (3) The promotion was most successful in reaching females, of age 25 and above. While targeted to the 25-49 age group, the promotion actually reached a wider segment of smokers, especially those over age 50. (4) From a redemption standpoint, the magazine drop achieved greater response than the Sunday supplements, owing to the more targeted reach of the magazines. (5) The New York drop achieved greater trial than Los Angeles. The Los Angeles drop, however, achieved higher conversion (or at least repurchase) as bounceback coupon redemption was 68% (compared with 21% for New York). (6) Redemption rates for the bounceback coupons were.the highest of any MORE promotion to date. ~p~lo~ue: Suggestions for Future Use The success of this promotion warrants its use in the future, with the assurance that the following points are considered in its implementation: (i) Magazines should be carefully chosen on the basis of their appropriateness as defined by the brand's target audience. (2) Coupon certificates distributed should carry a proscrip- tion against the submission of facsimiles, to assure that responses received contain the proper information and to minimize the submission of duplicate requests.

Ve Epilogue: Su@@estions for Future Use (Cont.) (3) As it is possible that the announcement of the $I.00 coupon in the Sunday supplements was a positive factor in the high redemption rates as noted in the bounce- backs, consideration should be given to announcing the coupon upfront in future magazine drops. Paul F. Knouse, Jr. 0 tn PFK/kk

MORE BUSINESS REVIEW Brand/Style: Total MORE Category Description: Full Flavor NET SALES $(000) % Change in $ ~ITS (Millions) % Change in Units SOM - TOTAL MARKET Point'Change in SOM CATEGORY SHARE Point Change in SOC ADVERTISING $(000) Per M PROMOTION $ (000,,) Per M A TO P RATIO SPLIT 1975 $37,647 4,621.7 0.8 1.0 $16,189 $ 3.50 $ 3,794 $ 0.82 81/19 ACTUAL 1976 $48,164 +27.9% 5,424.4 +17.4% 0.9 +0.1 1.3 +0.3 $11,931 $ 2.20 $ 2,633 $ 0.48 • 82/18. TOTAL ADVERTISING AND PROMOTION $(000) Per M 9/11/78 ES~/kk $19,983 $14,564 $ 4.32'$ 2.68 1977 $57,319 +19.0% 5,876.3 +8.3% 1.0 +0.1 1.5 +0.2 9,182 1.56 2,330 O.4O 8o/2o $11,512 $ 1.96 DATE ISSUED: EST. 1978 $66,400 +15.8% 6,200.0 +5.5% 1.0 1.7 +0.2 $10,642 $ 1.72 $ 3,321 $ 0.54 76/24 1979 $76,712 +15.5% 6,600.0 +6.5% i.i +0.i 1.9 +0.2 $ 9,050 S 1.37 $ 1,350 $ 0.21 87/13 $13,963 $ 2.25 $10,400 $ i.58 September 27, 1978 FORECAST 1980 1981 $86,213 $95,436 +12.4% +10.7% 6,920.0 7,200.0 +4.8% +4.0% i.i 1.2 NC +0.1 2.1 2.3 +0.2 +0.2 $ 9,50~ $ 9,850 $ 1.37 $ 1.37 $ 1,430 $ 1,525 $ 0.21 $ 0.21 87/13 87/13 $10,930 $11,375 $ '1.58 $ 1.58

MORE PROBLEMS AND OPPORTUNITIES PROBLEMS •-~ogitionin@ - Perceptual Product Deficiencies MORE is perceived to be (relative to wants): - less satisfying - poorer tasting - harder to draw - not as smooth tasting (current franchise) - poorer aftertaste MORE is mainly perceived to have as much tar as most other brands with a substantial portion of the segment viewing it as having somewhat/ much less tar. In reality, MORE has 23 mg tar -- among the highest of all cigarettes. - Perceptual Image Deficiencies • User image is seen to be somewhat too masculine and too stylish among the current franchise. • Product - MORE product (particularly non-menthol style) is deficient in the areas of satisfaction, ease of draw, aftertaste, smoothness/mildness and lasting too long. C°PY MORE's advertising has not single-mindedly focused on a pri~arZ consumer benefit. Profitability - MORE has incremental variable costs 50¢/M higher than Company average. Additional cost of 25¢/M is paid as tax stamping allowance. Distribution - MORE has virtually no vending distribution due to its unique configuration.

MORE PROBLEMS AND OPPORTUNITIES (Cont.) OPPORTUNITIES • Positioning - Improved perceptions of satisfaction and taste should lead to increased acceptance. - Overall compatibility of user image wants and per- ceptions can be capitalized upon to make Brand more broadly acceptable. • Line Extension - Modification of one or more physical characteristics (length, slimness, brown color) in a line extension could increase overall brand appeal.

MORE MARKETING OBJECTIVES BUSINESS OBJECTIVES TOTAL MORE SALES UNITS (Millions) NET SALES $ VARIABLE PROFIT MARKETING EXPENSE BRAND CONTRIBUTION SOM - Total SOC - Total Full Flavor EST. 1978 (000) PER M 6,200.0 $66,400 32,216 17,567 14,649 1.0% 1.7% $10.71 5.20 2.83 2.36 FORECAST 1979 (000) PER M 6,600.0 $76,712 38,784 14,644 24,140 l.l% 1.9% $11.62 5.87 2.22 3.66 DIFFERENCE UNITS OR $ (000) % CHANGE +400.0 $+i0,312 +6,568 -2,923 +9,491 +0.1% +0.2% + 6.5% +15.5 +20.3 -16.6 +64.8 ,o° BRAND TYPE/SIZE SALES UNITS (Millions) MORE Filter MORE Menthol TOTAL BRAND EST. 1978 3,500.0 2,700.0 6,200.0 FORECAST 1979 3,700.0 2,900.0 6,600.0 DIFFERENCE UNITS +200.0 % CHANGE +5.7% +200.0 +7.4 +400.0 +6.5% EMB/kk 9/22/78 ~ bh.6 SS00S

MORE MARKETING OBJECTIVES CONSUMER OBJECTIVES The following brand awareness, advertising awareness, trial and purchase goals have been established for 1979 and future years. Actual* 1976 1977 1978 1979 1980 .1981 % % % .% % % Brand Awareness 74 73 74 75 75 76 Advertising Awareness 41 40 44 46 47 48 Trial 42 39 43 44 45- 45 Purchase - 16 20 21 22 23 24 * Source: MORE Campaign Communications Studies.

MORE BRAND POSITIONING STATEMENT HOW WE WANT CONSUMERS TO VIEW THE BRAND Current Perception. As/more satisfying Taste - no clear perception As much tar As easy/harder to draw Smooth tasting -- somewhat less smooth by current franchise Aftertaste - no clear perception Desired Perception More satisfying Excellent taste Somewhat lower tar Easier to draw Smooth tasting Pleasant aftertaste Stylish -- somewhat too much by current franchise Young adult Modern More by women -- somewhat too masculine by current franchise Gentle White collar Stylish Young adult- Modern More by women Gentle White collar HOW WE WILL ACHIEVE THIS CHANGE Brand Style - Joint marketing of MORE Filter and Menthol brand styles. Product - Develop and test improved lowered tar products for possible introduction in 4th quarter 1979. Advertisin~ - Develop, test, and introduce, in 2nd quarter 1979, new advertising campaign which communicates desired product and image attributes of prime prospect.

HOW WE WILL ACHIEVE THIS CHANGE (Cont.) Prime Prospect Sex Male Female 18-24 25-34 35+ Income Under $15M $15M+ Education High School & Below College Occupation White Collar Blue. Collar Retired/Misc. ~ensus Region New England Mid-Atlantic North Central South Atlantic South Central Pacific/M9untain City size 2MM+ 500M-2MM 50M-500M 50M and Below 120mm Sediment* % 22 78 15 18 67 56 44 NA NA NA NA ~ NA NA NA NA NA NA NA NA NA NA NA Total MORE ** % 40 60 4 21 75. 51 49 50 50 46 27 27 5 12 22 15 17 29 28 34 17 21 Prime prospec~ % 31 69 9 20 71 53 47 50 50 46 27 27 5 12 22 15 17 29 28 34 17 21 o 0 * Source: ** Source: 1977 Hi-Fi Study 10/77 NFO

MORE MARKETING STRATEGIES Brand Styles - MORE Filter and Menthol will be marketed together in.a single, unified advertising and promotion effort. Pos___itioning - Product- A 120mm cigarette that is more satisfying than most other brands and having excellent taste. - Image - Stylish, younger adult, modern smokers, more likely to be women, and gentle, white collar smokers. Product - MORE Filter and Menthol will be changed to improve consumer acceptance with a lower tar level and reduced overall pro- duct cost. ~dvertisin~ - New advertising, designed to better communicate consumer benefits, will be developed, tested, and introduced in 1979. ~pending. - Total Brand controlled spending will decrease $3.6 million from $14.0MM to $10.4MM. - Advertising/Promotion ratio will change from 76/24 to 87/13. Media : - Spending will decrease $2.0~ from $8.7MM to $6.7MM. - Primary media will be national magazines and supplements. - Local supplements will be employed to target impressions geographically. - Local spending will be allocated on the basis of BDI.

MORE MARKETING STRATEGIES (Cont.) Promotion - Spending will decrease $2.0MM from $3.3MM to $1.3MM. - Couponing will be the Brand's primary promotion technique. Pricing - Test higher price of $0.25/M to partially offset tax stamping cost. Line Extension - Evaluate alternative concepts to determine potential for broadening Brand appeal. • t~ O O

MORE PRODUCT PLAN ACTION STANDARD MORE Filter and Menthol must achieve at least a parity rating overall and specifically on the key attributes o~ satisfaction and taste versus competitive 100mm hi-fi brands (WINSTON Light I00, VANTAGE 100, Merit 100 F&M, and SALEM Light 100) among 100mm full flavor smokers in total and, in particular females and those over 35.

MORE PRODUCT PLAN. CURRENT PRODUCT PERFORMANCE Non-Menthol WINSTON Light I00 Merit ~ i00 VANTAGE i00 MORE Eilter % Ratin.~ 7+ Total 100mm Full Total Flavor Smokers Females 35 3O 25 Total 35+ 31 Attribute Differences (Relative to Competitive Products) Less satisfying, not as rich, not as smooth, harder to draw, bad aftertaste. Less satisfying, not as smooth, harder to draw, bad aftertaste. Not as smooth, not as mild, bad aftertaste. Menthol Merit M i00 MORE Menthol SALEM Light I00 (Source: 1977 MRDProduct Testing) 45 42 40 38 45 Stronger. Stronger, milder, more satisfying.

MORE PRODUCT PLAN ACTIVITIES i. ~8 m@ Improved MORE Products - Development program to: • Improve consumer acceptance • Reduce tar • Reduce product cost - Action Standard: • Preference for test vs. current among 100mm full flavor smokers and subgroups of females and 35+. • Improvement on satisfaction and majority of key attribu{e deficiencies. • Parity for test vs. current among current franchise (total) and key group of 35+. - Timing: • Prototypes • Consumer Research Results 12/18/78 Late May, .1979 2. Continued Tar Reduction o - Development program to determine extent to which perceived/ actual tar levels can be made consistent. - Action standard to maintain parity with improved 18 mg products. - Estimated Timing (project inactive at present) • Prototypes July, 1979 • Consumer Research Results October, 1979 Performance Monitoring - Current MORE Filter and Menthol products.will be evaluated vs. key competitive brands during 1979. o

COPY OBJECTIVE MORE COPY STRATEGY Convince smokers, particularly females and those over age 35, that MORE offers satisfaction and excellent taste in a broadly- acceptable, stylish 120mm length. Communicate that MORE is smoked by stylish, younger adult, modern smokers and that it is smoked more by women than by men and by gentle, white collar. smokers. COPY STRATEGY a. Focus of Sale MORE provides an extra measure of satisfaction. This satisfaction is provided by the Brand's 120mm length, excellent taste, and stylishness. The advertising should also establish thatMORE is a broadly ~cceptable cigarette that is available in both filter and menthol. b. Prime Prospect The MORE Filter/Menthol prime prospects are as follows: Age: Sex: Income: Education: Occupation: .City Size: Geographic: 35+ (71%) Female (69%)/Male (31%) Under $15M (53%)/Over $15M (47%) College educated White collar 50M+ population Pacific, Mountain, West South Central regions c. Consumer Benefits • ~Primary Benefit MORE provides an extra measure of satisfaction. Product Benefit MORE's 120mm length provides excellent taste and extra smoking satisfaction. do • ~sychqlogical Benefit Smokers of MORE should be perceived as stylish, younger adult, modern smokers, as more likely to be women, and as gentle, white collar smokers. ~upport MORE is 120mm in length, ~lim, and brown. Tone Appealingly stylish, contemporary, upscale, distinctive.

MORE COPY PLAN COPY DEVELOPMENT In 1979, MORE's current advertising campaign will be replaced with a new campaign. Alternate product benefits and support will be developed and tested to determine the best communication of the Brand's primary benefit of satis- faction. The new campaign will be developed in accordance with the following schedule. Development complete Consumer testing complete In-market December i, 1978 March I, 1979 May 14, 1979 Until the new campaign has been successfully developed and tested, MORE will continue to employ the current "Big Cigarette" campaign with modifications to better focus on the product's satisfaction and taste benefits.

MORE ADVERTISING PIJ~N MEDIA OBJECTIVES DEMOGRAPHICS • TO distribute the advertising impressions in line with the Brand's prime prospect profile.* Specifically, % Impress i,ons~ Sex: Males 31 Females 69 A_9_~: 18-24 9 25-34 20 35+ 71 Income: 0-$15M 53 $15M+ 47 Education: Grade School/ High School 50 College 50 White Collar Blue Collar Retired/Mi~c~ Occupation: 46 27 27 * Defined as a combination of smokers in the "120mm segment" and the Brand's current fran- chise profile. The sex, age and income profilesare the primary discriminators for the evaluation and selection of media vehicles. GEOGRAPHICS • To provide coverage on a national basis. To distribute the available funds in line with the relative potential of each Sales Division. The index potential is based on the,Brand's current business performance (BDI). The poten- tial ranking can be summarized as follows:

MORE ADVERTISING PLAN MEDIA OBJECTIVES (Cont.) GEOGRAPHICS (Cont.) Division | % Group Div. Pop. % Potential Avg. Index Top 20% 17 21.1 37.3 176 Next 20 17 20.6 21.3 103 Next 20 14 19.2 15.7 82 Next 20 25 20.4 15.3 75 Last 20 34 18.7 10.4 56 SPENDING/TIMING To spend evenly throughout the year with emphasis on - the last six months (55%) to provide budget flexibility - supporting the Brand's major consumer promotion activity. REACH AND FREQUENCY To provide greater than average reach and heavier than average frequency against the Brand's primary target. - females and smokers 35+ CREATIVE CONSIDERATIONS The-media used must provide excellent color reproduction of the current campaign. In print, the 4-color page will be the basic unit. Based on prior experience, reproduction of the current campaign is significantly poorer in ROP newspapers than in other media. Out- of-home media are suitable vehicles from a creative standpoint. OTHER To provide support of the Brand's involvement with the Ebony Fashion Fair.

VII MAGAZINES SUPPLEMENTS NEWSPAPERS O-O-H TOTAL GROSS TOTAL NET MORE S~ENDING COMPARISONS 1978 $ 4,337.0 2,379.0 3,643.0 10,359.0 8,744.0 % 41.9 23.0 35.1 i00.0 ($M) 1979 $ 4,678.6 3,171.4 7,850.0 6,672.5 % 59.6 40.4 m m I00.0 DIFFERENCE $ % + 341.6 ÷ 7.9 ÷ 792.4 + 33.3 -3,643.0 -I00.0 -2,509.0 - 24.3 -2,017.5 - 23 6 9/19/78

1979 MEDIA PLAN BUDGET RECAP QUARTERLY SUMMARY VI First Second Third Fourth Total ($) ($) ($---7- ($) Magazines 1,027.7 1,089.0 1,277.8 1,284.1 4,678.6 Supplements 714.2 714.2 771.0 972.0 3,171.4 TOTAL 1,741.9 1,803.2 2,048.8 2,256.1 7,850.0 22% 23% 26% 29% 100% Annual RaGe 6,967.6 7,212.8 8,195.2 9,024.4 Net 1,480.6 1,532.7 1,741.5 1,917.7 6,672.5

MORE PROMOTION PLAN CONSUMER PROMOTION ~romotion Objectives a. Assist media advertising in establishing the follow- ing desired perceptions for MORE: (i) Desired Product Perceptions: MORE Filter and Menthol should be viewed as being more satisfying than most other brands, as having excellent taste, somewhat lower tar ~nd nihotine, and easler dra~, and slower burn than most brands, as having a smoo%h ~aste, as much/somewhat less strengih than most brands, and as having a pleasant after- taste. (2) Desired Image Perceptions: The Brand should also be viewed as a brahd for s__~ylish smokers, younger adult smokers, modern smokers, as being smoked more by women smokers, and for 9entle, white coll~r smokers. Assist media advertising in generating the.following increases: 1978 1979 Increase Brand Awareness 74% 75% ~I Advertising Awareness 44 46 +2 Trial 43 44 +I Purchase 21 22 +i c. Maximize trial among the Brand's prime prospect: Sex: Age: Income: Geographic: Female (69%)/Male (31%) 35+ (71%) Under $15M (53%)/Over $15M (47%) Pacific, Mountain, West South Central regions Determine, for longer term application, the potential for promotion to: - contribute to higher levels of Brand growth - further enhance desired image perception

MORE PROMOTION PLAN (Cont.) CONSUMER PROMOTION (Cont.) Promo~i~9 Strategy Couponing will be employed as the Brand's principal promotion technique as: (I) Available research indicates that MORE is very responsive to couponing. (2) Couponing can be effectively targeted to MORE's highly skewed geographic development. The cou- poning vehicles used will deliver the demographic prime prospect on an above average basis. The Brand's major promotion activity, will be con- centrated in the early •3rdquarter as: (i) MORE's new advertising campaign is scheduled to be introduced during the 2nd quarter. (2) This timing will best distribute promotional impact in 1979 while providing a reasonable interim after the Brand's most recent effort in the 4th quarter, 1978. Unique promotional events with potential for build- ing Brand volume and a series of related self- liquidating premium offers will be developed and tested as: (i) The importance of promotion in the.MORE market- ing mix is unknown. Tests of various business building events will reduce this uncertainty and aid in determining the Brand's responsive- ness to promotion. (2) The Brand's new idvertising campaign will be. designed to convey a more broadly acceptable user image for MORE. Well chosen self-liquida- ting premium offers may provide an~excellent opportunity to further extend this image com- munication at a low cost. 0 0

MORE PROMOTION PLAN (Cont.) SPECIAL EVENTS Special Events Objectives a. Increase MORE's smoker franchise among prime prospect black smokers. b. Reinforce MORE's stylish and modern image among black prime prospects. Special Events Strategy ao Continue sponsorship of the Ebony Fashion Fair in 60 major black population cities and, where per- missable, conduct sampling, activities at these events as: (i) Available research indicates that blacks con- tribute 12% of MORE's volume. (2) The Ebony Fashion Fair provides the opportunity to deliver promotion incentives against this segment in an efficient, targeted manner. b. Provide advertising and promotional support.and obtain press coverage to communicate and capitalize on MORE's involvement with the Fair.

1979 MORE PROMOTION (FLOW CHART) PROMOTION BUDGET: $1350.0M PROMOTION TYPE ANNUAL BUDGET' (000> 1st Quarter Jan. Feb. Mar. 2nd Quarter Apr. May June 3rd Quarter 4th Quarter oct. Nov. Dec. Retail Sampler Test 34.2M 15C/Pack, $1.00/Ctn. FSl 971.0M X Targeted Sampling Test 194.8M Special Events TOTAL PROMOTION ($) 1350.0M

Budget: $1350M PROMOTION TYPE Sampling Couponing Other TOTAL PROMOTION ($) % of Total NET SALES ($) % of Total FIRST QUARTER $34.2 55.4 $89.6 6.6% MORE FINANCIAL BUDGET CONTROL 1979 PROMOTION SECOND QUARTER $19.6 $19.6 1.5% THIRD QUARTER $ 194.8 971.0 23.0 $1,188.8 88.0% FOURTH QUARTER $52.0 $52.0 3.9% TOTALS $ 229.0 971.0 150.0 $1,350.0 100.0% $76,712.0 1.8% % TOTAL 17.0% 72.0 ii.0 100.0% o° RSE/kk 9/22/78 £9~6 SSO~S

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MORE 1979 IMPRESSIONS DISTRIBUTION ANALYSIS NATIONAL PRINT IX Male Female 18-24 25-34 35+ HHI Under $15M HHI $15M+ College Educated High School or BelOw White Collar Blue Collar Retired/Miscellaneous % PRIME PROSPECT PROFILE 31 69 9 20 71 53 47 50 50 46 27 27 % TOTAL IMPRESSIONS 33 67 19 24 57 51 49 54 46 50 25 25

MORE 1979 MEDIA PLAN QUINTILE DOLLAR ALLOCATION Division Groupings # Divisions % Pop. % Potential Spending Variance or -I. Top 20% Next 20% Next20% Next 20% Last 20% • 17 17 14 25 34 107 21.1 37.3 32.0 - 5.3 20.6 21.3 18.2 - 3.1 19.2 15.7 14.7 - 1.0 20.4 15.3 18.7 + 3.4 18.7 _ 10.4 16.4 + 6.0 100.0 100.0 100.0 99~6

AGENDA MORE Creative December 6, 1978 III. IV. V. VI. Brand Positioning -- Summary Copy Strategy Campaign Presentation Executional Guidelines Focus Group .Session Findings -- Summary Next Steps • Recommendation • MRD Testing Program • Timetable EMB/kk' 12/5/78

MORE COPY PLAN i. Copy Objective Convince all smokers, but particularly the prime prospect smoker defined below, that MORE provides an extra measure of satisfaction and that the MORE smoker is the type of individual that the prime prospect aspires to be. 2. Copy Strategy a. Focus of Sale MORE provides an extra measure of satisfaction. b. Prime Prospect MORE's advertising must motivate females in particular yet should also appeal to male smokers. The prime prospects are mature adults, primarily females, who are approaching middle age (early to mid 40's). They are intelligent, well educated smokers who are concerned about their appearance and strive to project a youthful image. They are outgoing, socially oriented people who like to be noticed and consider themselves relatively sophisticated trendsetters. Ideally, however, they want to pursue their lifestyle in moderation and desire to avoid the projection of an overly flashy/extremely stylish image. They desire a cigarette that not only fulfills their basic taste wants but also provides the satisfaction resulting from smoking a stylish, yet broadly acceptable, cigarette. In spite of a moderate household income level ($15M), prime prospects are relatively free spenders.. c. Consumer Benefits • Primary Benefit MORE provides an extra measure of satisfaction. • Product Benefit MORE provides excellent taste and because of its 120mm length, delivers extra smoking satis- faction. 0 0

2. Copy strategy (Cont.) c. consumer Benefits (Cont.) Psychological Benefit A brand that is smoked by the type of individual the prime prospect aspires to be, i.e., younger adults who are admired because they are style- conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. d. Support Support for MORE's excellent taste and extra smoking satisfaction is provided by the product's 120mm length, slimness, brown color, and special tobacco blend. e. Tone MORE's advertising should be presented in an appeal- ing manner that makes the product's stylishness broadly acceptable. The tone of the advertising should be contemporary, upscale, and distinctive yet not in an overly flashy/extremely stylish sense. 3. ~opy Plan a. Cgp~ ~evelopment In 1979, MORE's current advertising campaign will be replaced with a new campaign. Alternate product benefits and support will be developed and tested to determine the best communication of the Brand's primary benefit of satisfaction. The new campaign will be developed in accordance with the following schedule. Development complete Consumer testing complete In-market December 29, 1978 March 5, 1979 June 4, 1979 Until the new campaign has been successfully developed and tested, MORE will continue to employ the current "Big Cigarette" campaign with modifications to better focus on the product's satisfaction and taste benefits.

MORE BRAND POSITIONING STATEMENT HOW WE WANT CONSUMERS TO VIEW THE BRAND Current Perception As/more satisfying Taste - no clear perception As much tar As easy/harder to draw Smooth tasting -- somewhat less smooth by current franchise Aftertaste - no clear perception Desired Perceptioq More satisfying Excellent taste Somewhat lower tar Easier to draw Smooth tasting Pleasant aftertaste Stylish -- somewhat too much by current franchise Young adult Modern More by women -- somewhat too masculine by current franchise Gentle White collar Stylish/For style-conscious smokers Young adult Modern/Contemporary Smoked by both women and men Gentle/Warm and friendly White collar

MORE Executional Guidelines "Smokepu f f" Overall Impression The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. To convey this impression, the model will confidently project an attitude and expression of satisfaction and fulfillment from smoking MORE. A visual technique will be used which places the situa- tion in a smokepuff emanating from the cigarette, thereby linking the satisfying smoking experience with the product. The "extra measure" will be conveyed by the copy and presenta- tion of the cigarette. Models will be used which project the type of person the prime prospect aspires to be, i.e., younger adults, style-conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearance C. Coloring Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. D. Physical Characteristics i. Male Models - slim, yet unquestionably masculine - moderately handsome, contemporary, and sophisticated - style-conscious - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - attractive - style-conscious - contemporary - intelligent looking - moderately sophisticated

-2- E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. Models will not be contemplative or daydreaming yet will reflect they are receiving satisfaction from the product. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. Physical Attitude - Total enjoyment and satisfaction from smoking MORE and not from the activity in which he or she may be involved. If. Wardrobe ~III. A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation consistent with the situation photographed. Style of Wardrobe The wardrobe will be moderately stylish, casual and contem- porary. It will employ classic/traditional styles. It will not be extremely stylish or flashy. Styling should be moderately sophisticated and not faddish. C. Color Subdued (not loud) colors. the packs will be used. No colors that conflict with D. Seasonality Any season can be represented by the wardrobe. If seasonal activities are reflected in the wardrobing, the ads will only run in the appropriate season(s). Situations~Setting~Staging Ao Description - This campaign employs a visual technique whereby, a smokepuff emanates from a MORE. Within the smokepuff, a model will be shown in a relaxing, satisfied situation. - Models should be photographed in sharp focus. The back- ground may be less than sharply focused and/or feathered toward the edge Of the smokepuff. The ultimate effect ~hould not be one of a fantasy or dream sequence within the smokepuff. Under no circumstances should the smoke- puff appear dark in color.

-3- B. Model Placement EMB/kk - Models will always appear within the smoke cloud at the top of page. - Models will not be shown standing erect. - Models will be shown in close-up so as to represent the predominant element with the smokepuff. C. Background - The smoke cloud will be silhouetted against a white background within the execution. - The background within the smokepuff can be either on indoor or outdoor situation. D. Set Decoration - The model will always be shown with a lighted MORE cigarette so as to allow its distinctiveness to be easily viewed. - Only those additional props which contribute to the communication of a relaxing situation will be utilized. E. Color - The color tones in the background will enhance and complement the model. - The background will be sufficiently light so as to avoid the effect of an ominous~cloud of smoke. A background color of yellow will be specifically avoided. IV. Package/Ci@~.rette Treatment VI. The packs will be closed, in frontal vlew, and positioned on the bottom center of the ad. The cigarette will always be laying horizontally across the top of both packs. It will always be lighted with the smoke cloud emanating from the lighted end. Copy Treatment - The same typeface will always be used. - The headline will always be placed over the cigarette. - Copy elements will always be black. - The body copy will always appear near the packs. Other Warning statements:and T&N legend will always appear at the top of the ad. u1 o

MORE Executional Guidelines .'!Huge Packs" Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. To convey this impression, the model will confidently project an attitude and expression of satisfaction and fulfillment from smoking MORE. A visual technique will be employed which places the model con- tiguous to large pack replicas of MORE cigarettes. The "extra measure" will be conveyed by the large pack visuals to dramatize the product's length and resulting "extra measure of satisfaction" as well as by copy reinforcement. Models will be used which pro- ject the type of person the prime prospect aspires to be, i.e., younger adults, style-conscious, intelligent, moderately sophis- ticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearance C. Coloring Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. D. Physical Characteristics i. Male Models - slim, yet unquestionably masculine - moderately handsome, contemporary, and sophisticated - style-conscious • - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - very attractive - style-conscious - contemporary - intelligent looking - moderately sophisticated

-2- II. III. E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. They should not convey a feeling of smugness or arrogance. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). Physical Attitude The model will express a confident display of enjoyment and satisfaction from smoking the product. The model will use the big pack as a prop, however, interaction with the pack will specifically not be of a loving/hugging/caressing nature. Wardrobe A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation. Style of Wardrobe The wardrobe will be moderately stylish, casual and contemporary. It will employ classic/traditional styles. It will not be ex- tremely stylish or flashy. Styling should be moderately sophis- ticated and not faddish. C. Color Colors that conflict with the packs will not be used. D. Seasonality Any season can be represented by the wardrobe. Situations/Setting/Staging A. Description This campaign employs a visual technique with larger than life size packs (height is approximately eye level to model). Models will be standing and smoking/holding a MOP~ cigarette. B. Model Placement The model will be placed contiguous to the huge pac~s, but not in frontof the packs. . If possible, all of the model will be reflected in the visual in order to emphasize the full length of the packs. o

-3- C. Background Do The models will be silhouetted against a white background. Set Decoration The large packs will be a significant element of the total visual. To maximize registration of package elements, the packs willlikely be stripped in after photography. The models will be shown with a lighted MORE so as to allow its distinctiveness to be easily viewed. E. Color Not applicable. IV. Package/Cigarette Treatment VI. The packs will be in full frontal view with the menthol pack subordinate. Approximately one half of the menthol pack will be covered by the filter pack. A single cigarette will be shown behind the packs to reinforce MORE's visual distinctive- ness. V. Copy Treatment - The same typeface will always be used. - The placement of the body copy, headline, and baseline will - be dependent on the positioning of the model. Although, where possible, the headline will be adjacent to the model's head. - Copy elements will always be black. Other The warning statement and T&N legend will be placed either on the bottom or top of the ad, depending on the positioning of the other elements. 0 o U~

• SUSD~RY MORE Creative Focus Groups ~ew York City November 16, 1978 "Smoke Puff" Campaigq Understandiqg Viewed as communicating that MORE provides extra satisfaction and that it is smoked by both male and female younger adults. Headline Respondents clearly comprehended the headline -- "Enjoy that extra measure of satisfaction." ~ody Copy Respondents had no difficulty understanding that taste and length combine to provide extra measure of satisfaction. Models Seen as younger adult males and females, attractive, contem- porary, intelligent, white collar. Visual Contented, relaxed situation. is enjoying product. Clearly conveyed that smoker Selected Verbatims "The guy is getting satisfaction -- more satisfaction." "Looks like he's enjoying it (More)." "You get a much better smoke - longer is a bonus." II. ..i'.Huge Packs" 9amPaign Understanding Understood that the MORE smoker gets extra (more) satisfaction from his cigarette. ~ Headline Respondents saw the headline as meaning that More smokers were satisfied and that the smoker was extra satisfied. Body Copy Respondents understood that taste and length combine to provide the extra measure of satisfaction. Models Younger adult males and females, good looking, contemporary, "conservatively stylish," friendly and open-minded. Visual Big packs conveyed product length which was understood by the respondents to contribute to "extra measure of satisfaction" when combined with taste. Selected Verbatims • "More satisfied than other cigarettes." "She's also more satisfied in her whole lifestyle."

RECOMMENDATION • Present "Smoke Puff" and "Huge Packs" campaigns to Industries Management on 12/13. Proceed to quantitive copy research beginning mid-January (recall, communications, persuasion) to confirm focus group findings. Introduce new campaign nationally -- first appearance in June weeklies and supplements/July monthlies. u~ o 0 L~ U~ EMB/kk 12/5/78

MORE Pre-Market Copy Research KEY QUESTIONS - HOW do alternate campaign executions compare to current advertising and each other in terms of: • attracting reader attention • registering memorable sales messages - How do executions compare in terms of communicating desired smoker imagery? - How do executions compare in terms of persuasiveness? INFORMATION NEEDED -'Measures of: • recall/impact • communication (particularly on smoker imagery attributes) • persuasion PROPOSED METHODS • Mapes & Ross Day-After-Recall (DAR) • Communications Test • BUY Test USE OF RESULTS • Determine whether alternate campaign executions attain average or better level of recall (Action standard). • Determine which of alternate campaigns best communicates/ establishes desired user imagery attributes. Insure that alternate campaign executions persuade/motivate prime prospect smokers (females and 35+) at least as well as current executions, e.g., "Get More satisfaction." (Action standard). EMB/kk 12/6/78

MORE NEW CAMPAIGN DEVELOPMENT TIMETABLE 12/13 - Present Comps to Management at Brand Review 12/14 - Release Production Materials for Preparation of Test Proofs 1/3 1/15 1/18 1/22 2/14 2/28 3/26 3/2? - Release Proofs to Test Suppliers - Field BUY Test - Field Communications Testing - Field DAR - Topline Results - DAR - Final Results - DAR, BUY, Communications - Campaign Recommendation Approved by Management - Release Production Materials First Appearance Weeklies - June Monthlies - July Supplements - June EMB/kk" 12/6/78

SUF~MARY -MORE Creative Focus Groups New York City November 16, 1978 EMB/kk 12/7/78 II. "Smoke Puff" Campaign Understanding Viewed as communicating that MORE provides extra satisfaction and that it is smoked by both male and female younger adults. Headline Respondents clearly comprehended the headline -- "Enjoy that extra measure of satisfaction." Body Copy Respondents understood that satisfaction results from the product's taste and that the extra measure of satisfaction is a result of MORE's 120mm length. Models Seen as younger adult males and females, attractive, contem- porary, intelligent, white collar. Visual Contented, relaxed situation. is enjoying product. Selected Verbatims "The guy is getting satisfaction -- more satisfaction." "Looks like he's enjoying it (More)." "You get a much better smoke - longer is a bonus." Clearly conveyed that smoker. "Huge Packs" Campaign Understand~n@ Understood that the MORE smoker gets extra (more) satisfaction from his cigarette. Headline Respondents saw the headline as meaning that More smokers were satisfied and that the smoker was extra sat-[sfied. BodY.COpy Respondents understood that satisfaction results from the product's taste and that the extra measure of satisfaction is a result of MORE's 120mm length. Models Younger adult males and females, good looking, contemporary, "conservatively stylish," friendly and open-minded. Visual Big packs conveyed product length which was understood by the respondents to contribute to "extra measure of satisfaction" when combined with taste. Selected Verbatims "More satisfied than other cigarettes." "She's also more satisfied in her whole lifestyle." "He's enjoying it. He's getting his extra satisfaction."

MORE Executional Guidelines "Huge Packs" Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. To convey this impression, the model will confidently project an attitude and expression of satisfaction and fulfillment from smoking MORE. A visual technique ~ill be employed which places the model con- tiguous to large pack replicas of MORE cigarettes. The "extra measure" will be conveyed by the large pack visuals to dramatize the product's length and resulting "extra measure of satisfaction" as well as by copy reinforcement. Models will be used which pro- ject the type of person the prime prospect aspires to be, i.e., younger adults, style-conscious, intelligent, moderately sophis- ticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearance C. ~oloring Hair color, eye color and facial tone are not critical to the selection of models except that-male facial tones should be unquestionably masculine. D. PhysicalCharacteristics i. Male Models. - slim, yet unquestionably masculine - moderately handsome,..contemporary, and sophisticated - style-conscious - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - attractive - style-conscious - contemporary - intelligent looking - moderately sophisticated o

-2- III. E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. They should not convey a feeling .of smugness or arrogance. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. Physical Attitude The model will express a confident display of enjoyment and satisfaction from smoking the product. The model will use the big pack as a prop, however, interaction with the pack will specifically not be of a loving/hugging/caressing nature. II. Wardrobe A. Type of Activity. The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation. B. Style of Wardrobe The wardrobe will be moderately stylish, casual and contemporary. It will employ classic/tradltional styles. It will not be ex- tremely stylish or flashy. Styling should be moderately sophis- ticated and not faddish. C. Color Colors that conflict with the packs will not be used. D. Seasonality Any season can be represented by the wardrobe. Situations/Setting/Stagin@ A. Description This campaign employs a visual technique with larger than life size packs (height is approximately eye level to model). Models will be standing and smoking/holding a MOP~ cigarette. B. Model Placement The model will be placed contiguous to the huge packs, but not in front of the packs. If possible, all of the model will be reflected in the visual in order to emphasize the full length of the packs.

-3- C. Baqk@round The models will be silhouetted against a white background. D. Set Decoration The large packs will be a significant element of the total visual. To maximize registration of package elements, the packs will likely be stripped in after photography. The models will be shown with a lighted MORE so as to allow its distinctiveness to be easily viewed. A maximum amount of-the cigarette's length should be shown in silhouette against the white background. E. Color Not applicable. IV. Package/Cigarette Treatment VI. The packs will be in full frontal view with the menthol pack subordinate. Approximately one half of the menthol pack will be covered by the filter pack. A single cigarette will be shown protruding from the filter pack to reinforce MORE's visual distinctiveness. Enough of this cigarette should be shown to convey that the entire cigarette is brown -- rather than the tipping alone. V. Copy Treatment - The same typeface will always be used. - The placement of the body copy, headline, and baseline will be dependent on the positioning of the model. Although, where possible, the headline will be adjacent to the model's head. - Copy elements will always be black. Other The warning statement and T&N legend will be placed on the bottom of the ad. EMB/kk 12/12/78

MORE Executional Guidelines "Smok epu f f" Overall Impression The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. To convey this impression, the model will confidently project an attitude and expression of satisfaction and fulfillment from smoking MORE. A visual technique will be used which places the situa- tion in a smokepuff_emanatlng from the cigarette, thereby ]inking the satisfying smoking experience with the product. The "extra measure" will be conveyed by the copy and presenta- tion of the cigarette. Models will be used which project the type of person the prime prospect aspires to be, i.e., younger adults, style-conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. Mode] Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. Ag__£e 25-35 in appearance Co Co]orin~ Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. D. Physical'Characteristics 1. !4ale 14odel s - slim, yet unquestionably masculine - moderately handsome, contemporary, and sophisticated - style-conscious - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - attrac£i~e " - style-consCious. - contemporary - intelligent looking - moderately sophisticated

-2- III. E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. Models will not be contemplative~ or daydreaming yet will reflect they are receiving satisfaction from the product. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. Physical Attitude - Total enjoyment and satisfaction from smoking MORE and not from the activity in which he or she may be involved. II. Wardrobe A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation consistent with the situation photographed. Style of Wardrobe Co The wardrobe will be moderately stylish, casual and contem- porary. It will employ classic/traditional styles. It will not be extremely stylish or flashy. Styling should be moderately sophisticated and not faddish. Color Subdued (not loud) colors. No colors that conflict with the packs will be used. Dark colors which could result in an overall darkness being imparted to the smokepuff will be avoided. D. Seasonality- Any season can be represented by the wardrobe. If seasonal activities are reflected in the wardrobing, the ads will only run in the appropriate season(s). Situations/Setting~Stagigg ao Description - This campaign employs a visual technique whereby a smokepuff emanates from a MORE. Within the smokepuff, a model will be ~shown in a relaxing, satisfied situation. - Models should be photographed in sharp focus. The back- ground may be less than sharply focused and/or feathered toward the edge of the smokepuff. The ultimate effect should not be one of a fantasy or dream sequence within~- the smokepuff. Under no circumstances should the smoke- puff appear dark in color.

-3- IV. Vo VI. B. Model Placement - Models will always appear within the smoke cloud at the top of page. - Models~will not be shown standing erect. - Models will be shown in close-up so as to represent the predominant element with the smokepuff. C. Background - The smoke cloud will be silhouetted against a white background within the.execution. - The background within the smokepuff can be either on indoor or outdoor situation. D. Set Decoration - The model will always be shown with a lighted MORE cigarette so as to allow its distinctiveness to be easily viewed. - Only those additional props which contribute to the communication of a relaxing situation will be utilized. E. Color - The color tones in the background will enhance and complement the model. - The background will be sufficiently light so as to avoid the effect of an ominous cloud of smoke. A background color of yellow will be specifically avoided. _ Package/Cigarette Treatment The packs will be closed, in frontal view, and positioned on the bottom center of the ad. The cigarette will always be laying horizontally across the top of both packs. It will always be lighted with the smoke cloud emanating from the lighted end. Copy Treatment - The same typeface will always be used. - The headline will always be placed over the cigarette. - Copy elements will always be black. - The body copy will always appear near the packs. Other Warning statements and T&N legend will always appear at the top of the ad. o o ~.~ c~

MORE Pre-Market Copy Research KEY QUESTIONS - How do alternate campaign executions compare to current advertising and each other in terms of: • attracting reader attention • registering memorable sales messages - How do executions compare in terms of communicating desired smoker imagery? - How do executions compare in terms of persuasiveness? INFORMATION NEEDED - Measures of: • recall/impact • communication (particularly on smoker imagery attributes) • persuasion PROPOSED METHODS • Mapes & Ross Day-After-Recall (DAR) • Communications Test • BUY Test USE OF RESULTS • Determine whether alternate campaign executions attain average or better level of recall (Action standard). Determine which of alternate campaigns best communicates/ establishes desired user imagery attributes. Insure that alternate campaign executions persuade/motivate prime prospect smokers (females and 35+) at least as well as current executions, e.g., "Get More satisfaction." (Action standard). EMB/kk 12/6/78

MORE Executional Guidelines . "Huge Pa~ks" ./~ ~) r Introducti__n /~ The overall impression to be conveyed/by MORE advertising is that MORE provides an extra measure ff satisfaction. To accomplish this, satisfaction will~e, com~.~nicated by the model's attitude and expression of relaxation, contentment, and confidence. The "extra measure" will be conveyed via copy and/or graphic devices to reinforce "extra satisfaction." Models will be used which project the type of person the prime prospect aspires to be, i.e., younger adults, style- concious, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearance C. Colorin9 Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. D. Physical Characteristics Male Models - slim, yet unquestionably masculine - moderately handsome%an4~contemporary) - style-conscious - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - very attractive - style-conscious , contemporary - intelligent looking 0

mo ~a.cial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. They should not convey a feeling of smugness or arrogance. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). Physical Attitude The model will express a confident display of enjoyment and satisfaction. The model will use the big pack as a prop, however, interaction with the pack will specifi- cally not be of a loving/hugging/caressing nature. II. Wardrobe A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situa£ion. Stifle of Wardrobe The w~;drobe w.il~.~~erately~poxar-Y------~ but no~9~r£, extrem~-s/cy~sh, or flashy. Color with the .packs willqbe used. Seasonality that conflict Any season can be represented by the wardrobe. III. Situations/Setting/Staging AB Description This campaign employs a visual technique with larger than life size packs (height is approximately eye level to model). B. Model Placement The model will be placed contiguous to the huge packs, but not in front of the packs. • If possible, all of the model will be reflected in the visual in order to emphasize the fulllength of the packs. o

-3- IV. VI. Back@round The models will be silhouetted against a white background. D. Set Decoration The large packs~w~ll be a significant element of the total visual. To maximize registration of package elements, the packs will likely be stripped in after photography. E. Color Not applicable. Package/Cigarette Treatment The paces will be in full frontal view with the menthol pack subordinate. Approximately one half of the menthol pack will be covered by the filter pack. A single cigarette will be shown behind the packs to reinforce MORE's visual distinctive- ness. V. Copy Treatment - The same typeface will always be used. - The placement of the body copy, headline, and baseline will be dependent on the positioning of the model. Although, where possible, the headline will be adjacent to the model's head. - Copy elements will always be black. Other The warning statement and T&N legend will be placed either on the bottom or top of the ad, depending on the positioning of the other elements.

MORE Executlonal Guidelines "Huge Pack" Campalgn Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction, iat~sfactlon w~ll be communi- cated by the model(s)' attitude and expression, while "extra measure" be established through copy and. graphics. Models will reflect the type of person the prime prospect aspfres to be... i.e. younger adults who are admired because they are style-consclous, intelligent, moderately sophlst~cated, warm and frlendly, and contemporary. I. >~ODEL SELECTION A. Sex ~ >:ORE will be positioned as a c~garette for young adults. There- fore, male and female models will be used, either indiv~dually or as couples. B. ~ All models should appear to be between 25-35 years old. C. 9olorin~ Hair color, eye color and facial tones are not critical to the selection of models. D. P_~sical Characterlstl~s l. Males Male models should appear to be style-consclous, intelligent, moderately sophisticated, warm and friendly and contemporary. They should tend to be sllm and stylish, moderately handsome and clean ~ut. They should not have facial hair.

II. 2. Females Female models, likewise, should appear to be style-consclous, intelligent, moderately sophisticated, warm andfrlendly, and contemporary. They should tend to be attractive, healthy ~ooklng women. Facial Expression The models s~ould clearly portray the smoking satisfaction pro- vided by MORE. It should be clear that the enjoyment expressed by the model(s) is derived from smoking MORE. The objective is to portray a confident, satisfied indivldual(s). This will be done by e~ploying a range of facial expressions from quiet confidence to happiness. Physical Attitude Models will express a confident disPlaY of total enjoyment and satisfaction as a result of smoking MORE and not from the par- ticular activity in which he/she may be involved. ~#ARDROBE A. ~yp~ of Activitx The wardrobing will reflect any normal smoking situation which is compatible ~th the objective of having the MORE smoker per- ceived as a moderately sophisticated, intelligent individual. S_~yle of Wardrobe The wardrobe will be moderately stylish, casual and contemporary. It will employ classic/traditional styles. It will not be ex- tremely stylish or flashy. Styling should be moderately sophis- ticated and not faddish. 0 ~O o

(3) III. C. Color Wardrobe colors will not conflict with the cigarette pack colors. D. Seasonality Any season can be represented by the wardrobe. If seasonal activities are reflected in the wardroblng, the ads will only run in the appropriate season(s). SITUATIONS/SETTING/STAGING A. ~escriptlon Model(s) will be standing next to the packs. The graphic technique of silhouetting model/pack precludes addressing this section. Model Placement Model(s) will be placed contlnguous to the huge pack(s), and somehow in contact with the pack(s). Most, if not all, of the model will be reflected in the visual in order to emphasize the full length of the pack(s). C. Background Models will be silhouetted against a white background. D. Set Decoration - Not applicable E. Color - Not applicable

(4) IV. PACKAGE TREATMEN~ In the ad, the packs, both fSlter and menthol, w~ll be an ~ntegral, promSnent desSgn element. Enough of the cSgarette wSll be shown to establSsh that More 5s long, brown and sl~m. V. COPY TREATMENT The same typeface w~ll always be used. 2. ~he placement of the body copy and headlSne wSll be dependent on the posltSonSng of the model(s). 3. Copy elements wSll always be black. VI. SURGEON GENERAL'S WARNING/FTC LEGEND Placement and treatment of legal copy (warning statement and FTC legend) will beSn accordance wSth government regulation and company polScy. The warnSng statement wSll be separated from the package vlsual.

MORE Executional Guidelines "Smoke Puff" Introduction The overall impression to be conveyed/bY MORE advertising is that MORE provides a~ extra measure/of satisfaction. To accomplish this, satisfaction will,be communicated by the model's attitude and expression o~relaxation, contentment, and confidence. The "extra measure" will be conveyed via copy and/or graphic devices to reinforce "extra satisfaction." Models w~ll be used which project the type of person the prim9 prospect aspires to be, i.e., younger adults, style- conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearanc~ Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. Ph~fsical Characteristics i. Male Models - slim, yet unquestionably masculine - moderately handsome)a~n~ contemporary)~,~ - style-conscious - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models -~attractive ~tyle-conscious - contemporary - intelligent looking t~ O O O

-2- E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. Models will not be contemplative or daydreaming yet will reflect they are receiving satisfaction from the product. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. Physical Attitude II. Wardrobe ~@L.,% ~~ A~,~%k~ ~~;~O~{~2. A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation consistent with the situation photo- graphed. B. ~tyle of Wardrobe ~/~odera~e~y s~y~ish/co~emporary,.~not eleg~.~t. .'~ be inf6~mal or Y~,~a~' attire consist~ent~th the ,~otog/~hed. _ ~ C. Color Do Can situation Subdued (not loud) colors. No ~ that conflict with the packs will be used. Seasonality Any season can be represented by the wardrobe.~ ~ ~" ~" III. Situations/Se.tting/Stagin@ A. Description - This campaign employs a visual technique whereby a smokepuff emanates from a MORE. Within the smokepuff, a model will be shown in a relaxing, c~tgd situation. - Models should be photographed in ~s. Theback- ground may be less than sharply~used and/or feathered toward the edge of the smokepuff, ~-~h~--~l~t bc {~__2~_~_=.=t'~_ _~t~__ ~e~.t. The ultimate effect should not be one of~ fantasy or dream sequence within the smoke-~

-3- B. Model Placement - Models will always appear within the smoke cloud at the top of page. - Models will not be shown standing erect. - Models will be shown in close-up so as to represent the predominant element with the smokepuff. C. Background - The smoke cloud will be silhouetted against a white background within the execution. - The background within the smokepuff can be either on indoor or outdoor situation. D. Set Decoration - The model will always be shown with a lighted MORE cigarette so as to allow its distinctiveness to be easily viewed. - Only those additional props which contribute to the communication of a relaxing situation will be utilized. E. Color - The color tones in the background will enhance and complement the model. - The background will be sufficiently light so as to avoid the effect of an ominous cloud of smoke. A background color of yellow will be specifically avoided. IV. Packa~e/Cigirette Treatment VI. The packs will be closed, in frontal view, and positioned on the bottom center of the ad. The cigarette will always be laying horizontally across the top of both packs. It will always be lighted with the smoke cloud emanating from the lighted end. V. Copy Treatment - The same typeface will always be used. - The headline will always be placed over the cigarette. - Copy elements will always be black. - The body copy will always appear near the packs. Other Warning statements and T&N legend will always appear at the top of the ad.

MORE Executional Guidelines "Smoke Puff" Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. To accomplish this, satisfaction will be communicated by the model's attitude and expression of relaxation, contentment, and confidence. The "extra measure" will be conveyed via copy and/or graphic devices to reinforce "extra satisfaction." Models will be used which project the type of person the prime prospect aspires to be, i.e., younger adults, style- conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection A. Sex Individual female and male models will be used to convey that MORE is smoked by both women and men. 25-35 in appearance C. Coloring. Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should be unquestionably masculine. DQ Physical Characteristics i. Male Models - slim, yet unquestionably masculine - moderately handsome and contemporary - style-conscious. - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - ~ attractive - style-conscious - contemporary - intelligent looking

-2- E. Facial Expression. - Models will be portrayed as confident, self-assured, satisfied smokers. Models will not be contemplative or daydreaming yet will reflect they are receiving satisfaction from the product. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. physical Attitude - total relaxation and contentment If. Wardrobe A. Type of Activity The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelli- gent, moderately sophisticated, warm/friendly and con- temporary. The wardrobe can reflect either an outdoor or indoor situation consistent with the situation photo- graphed. B. Style of Wardrobe ~ ~/~oderat~[.~tylish~ontempora~y, ~_'ut ~ot ele, ganh< C~ ~'~.;^~ / be infor~l or forMa~l attire c~on/'s~_en~itH the ~si4/uation / <-_ otogr ap . C. Color Subdued (not loud) colors. No r .e~_ ~ that conflict with the packs will be used. III. Seasonalit~. Any season can be represented by the wardrobe. Situations/Setting/Stagiqg A. Description - This campaign employs a visual technique whereby a smokepuff emanates from a MORE. Within the smokepuff, a model will be shown in a relaxing, conte~ted situation. - Models should be photographed in good focus. The back- -ground may be less than sharply focused and/or feathered toward the edge of the smokepuff,~-_=~_~_:.~~ 4~~n-des~t. The ultimate effect should not be one of a fantasy or dream sequence within the sm--6-~e- puff.

-3- IV. VI. B. Model Placement - Models will always.appear within the smoke cloud at the top of page. - Models will not be shown standing erect. - Models will be shown in close-up so as to represent the predominant element with the smokepuff. C. ~ackground - The smoke cloud will be silhouetted against a white background within the execution. - The background within the smokepuff can be either on indoor or outdoor situation. D. Set Decoration - The model will always be shown with a lighted MORE cigarette so as to allow its distinctiveness to be easily viewed. - Only those additional props which contribute to the communication of a relaxing situation will be utilized. E. Color - The color tones in the background will enhance and complement the model. - The background will be sufficiently light so as to avgid the effect of an ominous cloud of smoke. A background color of yellow will be specifically avoided. Package/Ciga°rette Treatment The packs will be closed, in frontal view, and positioned on the bottom center of the ad. The cigarette will always be laying horizontally across the top of both packs. It will always be lighted with the smoke cloud emanating from the lighted end. V. Copy Treatment - The same typeface will always be used. - The headline will always be placed over the cigarette. - Copy elements will always be black. - The body copy will always appear near the packs. Other Warning statements and T&N legend will always appear at the top of the ad.

MORE Executlonal Guldelines "Smoke Cloud" Campaign Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. Satisfaction will be communl-. cared by the model(s)# attitude and expression, while "extra measure" will be established through copy and. graphics. Models will reflect the type of person the prime prospect aspires to be... i.e. younger adults who are admired because they are style-consclous, intelligent, moderately sophisticated, warm and friendly, and contemporary. NODEL SELECTION A. Sex ~ : NORE will be positioned as a c~garette for young adults, There- fore, male and female models will be used, either individually or as couples. All models s~ould appear to be between 25-35 years old. C. Hair color, eye color and facial tones are not critical to the se]ectlon of models. D. Physical Characteristics i. Males Male models should appear to be style-conscious, intell~gent, moderately soph~st~cated,~warm and friendly and contemporary. They should tend to ~e ilim and stylish, moderately handsome and clean cut. They should not have facial hair.

(2) 2. Females Female models, likewise, should appear to ~e style-consclous, intelligent, moderately sophisticated, warm and friendly, and contemporary. They should tend to be attractive, healthy looking women. Facial Expression The models should clearly portray the smoking satisfaction pro- vided by MORE. It should be clear that the enjoyment expressed by the model(s) i~ derived from smoking HORE. The objective ~s to portray a confident, satisfied individual(s). Th~s will be done by employing a range of facial expressions from quiet confidence to happiness. P__h~sical Attitude Hodels will express a confident display of total enjoyment and satisfaction as a result of smoking HORE and not from the par- tlcular activity in ~ich he/she may he ~nvolved. II. ~:ARDROBE A. ~e of ActivitI The wardroblng will reflect any normal smoking situation which is compatible ~th the objective of having the MORE smoker per- ceived as a moderately sophisticated, intelligent ~ndividual. B. Style of Wardrobe ~ The wardrobe will be moderately stylish, casual contemporary. and tremely stylish or flashy. Styling should be moderately sophis- ticated and not f~ddish.

(3) Color Wardrobe colors will not conflict with 'the cigarette pack colors. III. D. Seasonality Any season can be represented by the wardrobe f seasonal activities are reflected in the wardrobing, the ads will only run in the appropriate season(s). SITUATIONS/SETTING/STAGING A. Description People involved in appealing, relaxing, satisfying and moderately sophisticated situations. B. Model Placement - Models will always appear within the smoke cloud at the top of page. - Models ~ill not be shown standing erect. - E~ough of the model will be shown in order to communicate - an individual who is relaxed. C. Background The smoke cloud will be silouetted against a white background. - Models will be photographed in a relaxing environment. D. Set Decoration - Props will be utilized that contribute to the communication of a relaxing situation. - Model(s) will always have a cigarette. E. Color - Natural light will be used.. - The color tones in the background will be selected to enhance the focal point of the model's position in the ad.

(4) IV. PACKAGE TREATMENT The packs will be front view and positioned on the bottom of the ad. The cigarette will always be Jutaxposed across the top of both packs. It will always be llt with the smoke cloud emanating from the lit end, V. COPY TREATMENT 1. The same typeface will always be used, 2. The headline will always be placed over the cigarette. 3. Copy elements will always be black. 4. The body copy will always appear near the packs. VI. SURGEON GENERAL'S WARNING/FTC LEGEND Placement and treatment of legal copy (warning statement and FTC legend) will be in accordance wi~h government regulation and company policy. The warning statement will be separated from the package visual.

MORE Executional Guidelines ,'.Mor~ People" Silhouette zj~ Introduction The overall impression to be conveyed)6y MORE advertising is that MORE provides an extra measure ~ satisfaction. To accomplish this, satisfaction will ~ communicated by the model's attitude and expression oflrelaxation, contentment, and confidence. .The "extra measure" will be conveyed via copy and/or graphic devices to reinforce "extra satisfaction." Models will be used which project the type of person the prime prospect aspires to be, i.e., younger adults, style- conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. I. Model Selection A. Sex Couples will be used to convey that MORE is smoked by both women and men. 25-35 years old in appearance C. Col0[~ng Hair color, eye color and facial tone are not critical to the selection of models except that male facial tones should b~ unquestionably masculine. D. physical Characteristics i. Male Models - slim, yet unquestionably masculine~A0~ - moderately handsome an~ contemporary%~- %~ - style-conscious ~ - clean cut -- not "European fashion" look - no facial hair - intelligent looking 2. Female Models - very attractive - style-conscious - contemporary - intelligent lookir~g

-2- E. Facial Expression - Models will be portrayed as confident, self-assured, satisfied smokers. They should not convey a feeling of smugness or arrogance. - Their expression should reflect that they are pleased but should avoid a look of silliness or frivolity (e.g., Newport). F. Physical Attitude Models will express a confident display of total enjoyment and satisfaction. Each should obviously be deriving satis- faction from the product but should enjoy being together. II. Wardrobe A. Type of Act.!vity The wardrobing will reflect any casual (not formal or staid) situation for which a female with her escort would normally be involved. The wardrobe will be consistent with the projection of the type of individual the prime prospect aspires to be, i.e., younger, style-conscious adults who are intelligent, moderately sophisticated, warm/friendly and contemporary. The wardrobe can reflect either an outdoor or indoor situation. B. Style of Wardrobe ~~',~., . Thek~a~fobe willZ~e C. Color Light colors will be used for the area over which the headline will nbe placed. F~~.ot !cud) co!¢r~ ~:ill be~. R~d~-~ee~2~that conflict with the packs specifically will not be used. D. Seasonality Any season can be represented by the wardrobe. III. Situations/Se~t~p~.s/Stagin9 A. Description Models will be standing and smoking/holding a MORE cigarette. B. Model Placement The models will be positioned toward the center of the ad and will be the predominant visual element. The photo- graph will generally be cropped below the waist and above ~ knee.

IV. VI. C. Background Models will be silhouetted against a white background. D. Set Decoration The models will be shown with a lighted MORE so as to allow its distinctiveness to be easily viewed. E. Color Not applicable. Package/Cigarette Treatment Both the filter and menthol packs will be portrayed. The packs will be front view, smaller than life size, and will appear on a bottom corner of the ad. A cigarette will always be extended from one of the packs. V. ~opy Treatment - The same typeface will always be used. - The headline will be surprinted across the models' upper body below their necks. - The body copy will always appear near the models' heads. - The baseline will always appear on top of the packs. - The copy elements will always be black. Other The warning statement and T&N legend will always appear on the bottom of the ad. 0

MORE Executlonal Guidelines UHore People" Silhouette Introduction The overall impression to b~ conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. Satisfaction will be communi- cated by the model(sY attitude and expression, while "extra measure" will be established through copy and graphics. Models will reflect the type of person the prime prospect aspires to be... i.e. younger adults who are admired because they are style-consclous, intelligent, moderately sophisticated, warm and friendly, and contemporary. MODEL SELECTION A. Sex MORE will be positioned as a cigarette for young adults. There- fore, male and female models will be used, either individually or as couples. B. All models should appear to be between 25-35 years old. C. Colorlng_ Hair color, eye color and facial tones are not critical to the selection of models. D. _Physical Characteristics I. Males Male models should appear to be style-consclous, ~ntelllgent, moderately sophisticated, warm and friendly and contemporary. They should tend to .be sllm and stylish, moderately handsome and clean cut. They should not have facial hair.

II. 2. Females Female models, likewise, should appear to be style-consclous, intelllgent, moderately sophisticated, warm andfrlendly, and contemporary. They should tend to be attractive, healthy looking women. Facial Expression The models should clearly portray the smoking satisfaction pro- vided by MORE. It should be clear that the enjoyment expressed by the model(s) is derived from smoking MORE. .The objective is to portray a confident, satisfied IndlvldualCs). This will be done by employing a range of facial expressions from quiet confidence to happiness. physical Attitude Models will express a confident display of tota~ enjoyment and satisfaction as a result of. smoklng MORE and not from the par- tlcular activity in which ~e/she may be involved. WARDROBE A. Type of Actlvit~! The wardroblng will reflect any normal smoking situation which is compatible with the objective of having the MORE smoker per- ceived as a moderately sophisticated, intelligent individual. ~tyle of Wardrobe The wardrobe will be moderately stylish, casual and contemporary. It will employ classlc/tradltlonal styles. It will not be ex- tremely stylish or flashy. Styling should be moderately sophis- ticated and not faddish.

(3) III. IV. C. Color Nardrobe colors will not conflict with the cigarette pack colors. Medium to light colors will be used for the area over which the headline will be placed, D. Seasonallt7 Any season can be represented by the wardrobe. If seasonal activities are reflected in the wardroblng, the ads will only run in the appropriate season(s). SITUATIONS/SETTINGS/STAGING A. Description Model(s) will be standing and smoklng/holdlng a MORE cigarette. B. Model Placement The model(s) will be positioned toward the center of the ad and will occupy most of the page. The photograph will be cropped somewhere between the waist and the knee. C. Background Model(s) will be silhouetted against a white background. D. Set Decoration Not a~plicable. PACKAGE TREATMENT Both the filter and menthol packs will be portrayed. The packs will be front view, smaller than llfe size, and will appear on a bottom corner of the ad. A cigarette will always be extended from the pack(s). COPY TREATb~NT I. The same typeface will always be used. 2. The headline will be surprlnted somewhere between the model(s)! neck and waist.

" VI. 3. The body copy will always appear near the model(s)'head. The baseline will always appear on top of the packs. 5. The copy elements will always be black. SURGEON GENERAL'S WARNING/F~C LEGEND Placement and treatment of legal copy (warning statement and FTC legend) will be in accordance with government regulatlon and company policy. The warning statement will be separated from the package visual.

SUMMARY MORE Creative Focus Groups New York City November 16, 1978 OBJECTIVES i. Obtain qualitative consumer reaction to address the following questions for each campaign alternative. a. Do the campaigns clearly communicate the focus of sale? b. Is the body copy clearly understood? c. Is the intended smoker imagery projected? o Obtain qualitative imput on the following questions for specific campaigns. a. "Huge Packs" i) Does the headline, "I'm More satisfied," mean extra measure of satisfaction or just satisfaction from smoking MORE? Is the Big Pack visual associated with the extra measure of satisfaction? b. "More People" i) How is the headline, "More people get more satisfaction," interpreted? c. "Smoke Puff" i) Is it clear that the models are deriving their satis- faction from smoking MORE? 2) Is the visual (smoke cloud) understandable? believable?

-2- SUMMARY OF FINDINGS i. ]'Huge Packs" - Communication • Overall, this campaign, communicated well. Respondents saw the headline as meaning that More smokers were satis- fied and that the model was extra satisfied. In general, satisfaction was clearly seen to be coming from the pro- duct. Females in particular also acknowledged that the smoker was more satisfied with herlifestyle. The big pack visuals were seen to strongly communicate length which was understood by the respondents to contri- bute to the "extra measure of satisfaction" when combined with taste. - Body Cqp_~ Body copy (which was virtually the same for each campaign) was understood by the respondents. - Smoker ImagerY From this campaign, the MORE smoker was seen to be younger, good looking, contemporary, "conservatively stylish," friendly and open-minded. Females did not necessarily categorize the smoker as either female or male but felt either sex could smoke MORE "depending on the type of person."

-3- SUMMARY OF FINDINGS(Cont,) 2. "More People" - Communication Overall, respondents understood that the model was getting more (extra) satisfaction and that it came from smoking MORE. However, respondents were generally unsure of the exact intended communication of the headline -- "More people get more satisfaction." Usually, the majority of the group felt that the MORE (brand) smoker got more satisfaction. A minority in each group saw it as saying that more (a larger number of) smokers got more satisfaction. Only 1 or 2 respondents in each group believed that it could be taken either way. - Smoker Imagery From this campaign, the MORE smoker was seen to be a younger adult who seeks attention and is sophisticated. Females felt that the smoker could be either female or male but expressed some confusion when shown an execution with an individual female as the model. They reacted positively when shown the "couple" execution in this campaign by commenting that this execution most clearly established MORE as a cigarette for both men and women. Males commented that the smoker would be a sophisticated "European movie star" type of individual. They were generally less expansive on this area since they felt the ad "didn't make sense with only one person" portrayed. When shown the "couple" execution, the male group responded more positively.

-4- SUMMARY OF FINDINGS (Cont.) 2. "More People" (Cont.) - Other Individual respondents in each of the female groups noted similarities in this campaign to past Virginia Slims ads. There was little response from the balance of the group when these comments were made indicating that this reaction was not widely shared. "Smoke Puff" - Communication Respondents had no difficulty understanding the intended communication of this ad and its headline --."Enjoy that extra measure of satisfaction." - Smoker Imagery In general, this campaign conveyed that MORE could be smoked by either sex. The male MORE smoker was seen as "not a Marlboro man" but rather a "white collar guy in casual attire." They were seen to be younger adults, attractive and willing to try new/different things.. - Other Among the three groups, only one comment was made regarding the smoke puff visual appearing to be a dream sequence. Others (in the minority) did not clearly observe that the smoke puff was, in fact,, a puff of smoke coming from the cigarette. There was no indication that this hindered communication/understanding of the intended message.

-5- CONCLUSIONS Overall Reaction to all three of the campaigns was generally favorable. As noted, some confusion was apparent with the intended meaning of the "More People" headline. However, most of the confusion resulted after probing and a great deal of "intellectualizing" about all possible interpretations. Since it was not possible to gather each respondent's initial interpretation and the cam- paign's impact is unknown, it is believed that the campaign should remain a viable alternative at this time. Individual Male/Female Models vs. Couples In general, when exposed to individual male/female models, respondents felt that the MORE user could be either male or female. This was clouded somewhat, however, due to a general initial perception by females that MORE is smoked by men because of its brown color, and to a perception by males that it is smoked by females due to its length and slimness. Overall, individual models in the "Smoke Puff" and "HugePacks" appeared to generate richer qualitative comments on the MORE smoker image without affecting a perception of being for both sexes. In "More People," however, respondents reacted more favorably to the use of couples.in the visual -- due principally to a perceived conflict in showing a single, model.in conjunction with a headline that references "more people" (plural). EMB/kk ii/20178

Copy Strategy Attachment I a. Focus of Sale MORE provides an extra measure of satisfaction. b. Prime Prospect MORE's advertisihg must motivate females in particular yet should also appeal to male smokers. The prime prospects are mature adults, primarily females, who are approaching middle age (early to mid 40's). They are intelligent, well educated smokers who are concerned about their appearance and strive to project a youthful image. They are outgoing, socially oriented people who like to be noticed and consider themselves relatively sophisticated trendsetters. Ideally, however, they want to pursue their lifestyle in moderation and desire to avoid the projection of an overly flashy/extremely stylish image. They desire a cigarette that not only fulfills their basic taste wants but also provides the satisfaction resulting from smoking a stylish, yet broadly acceptable, cigarette. In spite of a moderate household income level ($15M), prime prospects are relatively free spenders. c. Consumer Benefits do • Primary Benefit MORE provides an extra measure of satisfaction. • Product Benefit MORE provides excellent taste and because of its 120mm length, delivers extra smoking satis- faction. • Ps~cholo@ical Benefit A brand that is smoked by the type of individual the prime prospect aspires to be, i.e., younger adults who are admired because they are style- conscious, intelligent, moderately sophisticated, warm and friendly, and contemporary. Support Support for MORE's excellent taste and extra smoking satisfaction is provided by the product's 120mm length, slimness, brown color, and special tobacco blend. o

-2- Copy Strategy (Cont.) e. Tone MORE's advertising ~hould be presented in an appeal- ing manner that makes the product's stylishness broadly acceptable. The tone of the advertising should be contemporary, upscale, and distinctive yet not in an overly flashy/extremely stylish sense.

MORE BRAND REVIEW FOR TOBACCO INTERNATIONAL JUNE 12, 1978

MORE BRAND REVIE~ FOR TOBACCO INTERNATIONAL APRIL 10, 1978 0£S6 SSOOS ~,

- COMPETITIVE ENVIRONMENT - BUSINESS PERFORMANCE - MARKETING STRATEGY/POSITIONI~G - PRODUCT - ADVERTISING - MEDIA - PROMOTION

BRAND CATEGORY DESCRIPTION CATEGORY DESCRIPTION: 100 MM+ CATEGORY MAJOR COMPETITION: OTHER 120 MM'S - SARATOGA - MAX i00 ~ FULL F~VOR - BENSON & HEDGES - VIRGINIA SLIMS - IVD~RLBORO 100 i00 MM HI-FI - BENSON & HEDGES LIGHT l_O0 - IV~RLBORO LIGHT - WINSTON & SALEM LIGHT i00

~]ORE HISTORICAL REVIEW INTRODUCED NATIONALLY: APRIL, 1975 O FOLLOWED BY 14 OTHER 120 BRANDS (TEST & NATIONAL) IN 1975 ORIGINAL POSITIONING (APR 1975 - MAY 1976): - FIRST 120 MM CIGARETTE - NEW EXPERIENCE IN SMOKING LONG/SLIM/BROWN STYLE MORE PUFFS/VALUE SLOW BURN I NG/LONG LASTING CURRENT POSITIONING (MAY 1976- PRESENT): - MORE OF A REALLY GOOD CIGARETTE - LASTS LONGER C £~;6~ c;SOOS

MORE HISTORICAL REVIEW BUSINESS REVIEW (1975 - 1977) 1975" 1976 VOL ~ SOC VOL ~ MORE F~ LTER 2,6 ,44 1.8 3.1 +18,6% ,52 2.0 3.3 +8.7% .55 2.0 MORE MENTHOL 2,0 .34 1.3 2,3 +15,7 ,39 1.5 2.6 +9.5% TOTAL MORE 4.6 ,78 3.1 5.4 +17.4% ,91 3,5 5.9 +9,0% .98 3.5 INTRODUCED NATIONALLY 4/75 ~£56 55005

MORE 1978 BUSINESS OBJECTIVES MORE F~ LTER Y_0J. yOL % .CHG E0~ 3,5 +6,0% MORE MENTHOL TOTAL MORE 6,3 +6,5% ,58 1,03% 2,0 3,6% TOTAL MORE 6,5 +9,8% 1.06% 3,7%

OVERALL MARKETING STRATEGY MORE.wILL EMPLOY DE.E.F.I~_I_V..~ STRATEGY DURING 1978, RATIONALE: - MAINTAIN VOLUME/SHARE GROWTH DURING CRITICAL PERIOD IN BRAND LIFE CYCLE - INCREASING LOYALTY RATE - UNIQUE PRODUCT CHARACTERISTICS - INCREASING COMPETITIVE THREAT FROM i00 MM HI-FI's 9£~6 SSOOS

BLAND POSITIONING PRIME PROSPECI IDENTIFICATION - AGE: - SEX: - INCOME: - EDUCATION: - OCCUPATION: - PSYCHOGRAPHIC: - GEOGRAPHIC: - USAGE: ADULTS 25-49 MALES/FEMALES $15M+ COLLEGE EDUCATED WHITE COLLAR "NEW VALUES" WEST, SOUTHWEST, SOUTHEAST/A & B COUNTIES 100 MM FULL FLAVOR - DEVELOPMENT/GROWTH OF BRAND AMONG.THESE SEGMENTS - UNIQUE ATTRIBUTES LIMIT ACCEPTANCE AMONG YOUNGER "CONFORMISTS" (85 MM FULL FLAVOR SMOKERS) ~,~.£~6 SSOOS

~URRENT BRAND PERCEPTION TAR LEVEL - PERCEIVED AS LOW TAR CIGARETTE (CCS, HI-FI SEGMENTATION STUDY) TASTE LEVEL - MILD, SMOOTH (POST POSITIONING STUDY) IMAGE/USER PROFILE - YOUNG, FEMALE, MODERN/NEW VALUES, INDEPENDENT, CONFIDENT (POST POSITIONING STUDY) 0£$6 SSOOS

DESI RED BRAND PERCEPTION CURRENT BRAND PERCEPTIONS ARE IN LINE WITH DESIRED PERCEPTIONS RATIONALE: - POSITIONS MORE.IN GROWTH SEGMENTS OF MARKET • Low TAR • MILD~ SMOOTH TASTE • YOUNG~ NEW VALUES~ INDEPENDENT SMOKER

MORE PRODUCT REVIEW PRODUCT PERFORMANCE STANDARD~ e CONSUMER AccEPTANCE: • TPM LEVEL: 21 MG TAR PARITY VS, COMPETITIVE 100 MM HI'FI BRANDS SUMMARY OF DEFICIENCIE~ CONSUMER ACCEPTANCE (AMONG TRIER/REJECTORS): - LASTS TOO LONG/STATIC BURN OUT - Too HARD TO DRAW - Too WEAK - BAD AFTERTASTE - NOT ENOUGH MENTHOL TASTE (MENTHOL) • TPM LEVEL: - ACTUAL TPM LEVEL NOT IN LINE WITH PERCEPTIONS ~ ob~6 ssoo~ ~.

MORE PRODUCT REVIEW 1978 ACTION PLAN • IMPROVED PRODUCT (18 MG) - TESTED VS, CURRENT AMONG MORE SMOKERS & COMPETITIVE SMOKERS - PRELIMINARY RESULTS FAVORABLE PARITY AMONG CURRENT USERS • TEST PRODUCT GENERALLY MORE ACCEPTABLE AMONG COMPETITIVE SMOKERS • TAR REDUCTION (14/15 MG) - DEVELOPMENT PROGRAM FOR CONTINGENCY PRODUCTS t L~C~/~ q(~(3(3C

bORE ADVERTISING REVIEW COPY STRATEGY PBIME PROSPECT • MALES/FEMALES • 25-49 YEARS OLD • UPSCALE • NEW VALUES PRIMARY PROMISE MORE LASTS LONGER THAN OTHER CIGARETTES AND, THEREFORE, PROVIDES MORE SMOOTH, MILD TASTE/VALUE _SUPPORT FOR PROMISE • MORE IS LONGER (120 MM) AND BURNS SLOWER THAN OTHER CIGARETTES CONSUMER PRODUCT TESTING/BRAND IMAGE DATA CONFIRMSMOOTH, MILD TASTE BENEFIT "[ONE & MANNER O MODERN, CONTEMPORARY, UPSCALE TO REINFORCE POSITIVE PRODUCT & USER IMAGE

MORE ADYERT I SI NG REV I EW CURRENT ADVERTISING CURRENT POOL- 4 EXECUTIONS "MORE FOR YOU" "MORE WHEN?" "THE CIGARETTE WITH MORE" "THIS IS MORE LIKE IT" TEST RESULTS MORE ALL CIGT. NORM 16% 21% ~t~6 S$00S

MORE MEDIA REVIEW DEMOGRAPHIC TARGETS TARGET SPENDING AGAINST: HIGH INDEX GROUPS CURRENT SOURCE OF BUSINESS MOST LIKELY SMOKERS WOMEN MEN SHARE OF 55% 45 MORE INDEX VS, TOT. U.S, I123 81 100 MM INDEX .VS. TOT. U.S. 144 1 65 18-24 25-49 50+ 5 55 40 4O 83 105] 98 PROF/EXEC, WHITE COLLAR RETIRED, Misc, 25 19 25 95 150 127 109 ii0 i01

O • O MORE MEDIA REVIEW GEOGRAPHIC ALLOCATION NATIONAL COVERAGE TO SUPPORT GROWTH ,. CONCENTRATION IN A & B COUNTIES LOCAL SPENDING IN HIGH MORE/100 MM DEVELOPMENT MARKETS - 44~ OF POPULATION - 54% OF BRAND VOLUME - 60~ OF. VOLUME POTENTIAL FIOBE IOOMM INDEX TO INDEX TO ~ .T.OT. U,S, TOT, U,S, LLT~ 2MM PLUS 30% ~OOM-2MM 31 50M-500M 19 R~GION SA 18 WSC 13 MT, 8 PACIFIC 22 105 i00 114 109 115 108 -109 - 105 140 129 173 102 187 i13

BORE MEDIA REVIEW PRIORITY OF MEDIA VEHICLES NATIONAL MAGAZINES 2. OOH 3, SUNDAY SUPPLEMENTS 9~$6 SSOOS

MORE MED I A REV I EW 1978 SPENDING PLAN NATIONAL VS. LOCAL NAT I ONAL LOCAL 7.0 3,7 $10,7 65% 100% MAGAZ I N E S SUPPLEMENTS OOH ETHNIC 4.1 2,6 3.4 $10,7 38% 24% 32% 100%

MORE PROMOTION REVIEW PROMOTION OBJECTIVES • STIMULATE TRIAL & EFFECT CONVERSION AMONG COMPETITIVE SMOKERS • INCREASE/REINFORCE MORE's ADVERTISING AWARENESS/IMAGE

MORE PROMOTION REVIEW 1978 PROMOTION ACTIVITY 21,2MM FREE PACK POST PAID CERTIFICATES DISTRIBUTED VIA MAGAZINES, BOUNCE-BACK WILL INCLUDE $i,00 CARTON COUPON TO COMPETITIVE SMOKERS, 3RD QUAIITER TARGETED TRIAL PROMOTION (DEVELOPMENT UNDERWAY),

MORE PROMOTION REVIEW BUDGET SUMMARY POS 41 FREE PACK PROMOTION 904 3RD QTR, TRIAL PROMOTION TOTAL

Management Summary 1978 MORE Plan I. Background: In 1975, RJRT introduced MORE, filter and menthol, . ur~h-~rown, 120mm c~garettes. MORE's introduction re- presented a number of firsts--the first 120mm cigarette, the first cigarette introduced following the TV and radio ban, and the first long, brown cigarette. MORE is positioned as the cigarette with more--more length, more puffs because it burns slower, more value, more smoking enjoyment and more style. Advertising has been product oriented, visually communicating MORE's unique color and style while informing readers about the product's benefits. II. Business Review: 1977 has been an excellent year for MORE. Volume will exceed the original 1977 volume estimate by 140MM units (2.5%) and 1976 by 412MM units (7.7%). Share of market is forecast to rise to 1.0% from 0.9% with both filter and menthol styles con- tributing to growth. SOM SOC (i) Volume % Chg. Total MORE 1975 .8 3.1 4.6MM N.M. 1976 .9 3.5 5.4 17.4% 1977 1.0 3.5 5.8 7.7% MORE Filter 1975 .4 1.8 2.6MM N.M. 1976 .5 2.0 3.1 18.6% 1977 .6 2.0 3.3 7.3% MORE Menthol 1975 .4 1.3 2.0MM N.M. 1976 .4 1.5 2.3 15.7% 1977 .4 1.5 2.5 8.3% (i) 100mmplus N.M. = Not meaningful - Introduced in 1975. Following introduction in 1975, MORE has been going through an adjust- ment phase as initial triers accepted and rejected the brand. 1977 represents the first full year of "normal" business. While the brand's demographic and geographic profiles are skewed to women, smokers 35 years and older, big cities and the West Coast, the smoker franchise is expanding in almost all segments as shown in Exhibit I attached. MORE competes in the 100mm plus cigarette category. Competition within the category has been low key for the past two years. However, the recent introduction of heavily supported 100mm, low "tar" brands represents a major threat in 1978 and beyond as is evidenced by recent N.F.O. switching data (See Exhibit II attached). MORE's gains have come from full and middle flavor 85mm brands, especially Marlboro, while losses have been.to middle flavor and hi-fi 100's.

Management Summary 1978 MORE Plan II. Backgr_ound: In 1975, RJRT introduced MORE, filter and menthol, u~~h-e-d-brown, 120mm cigarettes• MORE's introduction re- prese~ed.a number of firsts--the first 120ram cigarette, the • ~ 3-" ~ "~ ~'~ • flrst4Aclgare~tte Introduced following the TV and radio ban, and the first long, brown cigarette. MORE is positioned as the cigarette with more--more length, more puffs because it burns slower, more value, more smoking enjoyment and more style. Advertising has been product oriented, visually communicating MORE's unique color and style while informing readers about the product's benefits. Business Review: 1977 has been an excellent year for MORE. Volume Will exceed the original 1977 volume estimate by 140MM units (2.$%) and 1976 by 412MM units (7.7%). Share of market is forecast to rise to 1.0% from 0.9% with both filter and menthol styles con- tributing to growth. SOM SOC (i) Volume % Chg. Total MORE 1975 .8 3.1 4.6MM N.M. 1976 .9 3.5 5.4 17.4% 1977 1.0 3.5 5.8 7.7% MORE Filter 1975 .4 1.8 2.6MM N.M. 1976 .5 2.0 3.1 18.6% 1977 .6 2.0 3.3 7.3% MORE Menthol 1975 .4 1.3 2.0MM N.M. 1976 .4 1.5 2.3 15.7% 1977 .4 1.5 2.5 8.3% (i) 100mm plus N.M. = Not meaningful - Introduced in 1975. Following introduction in 1975, MORE has been .going through an adjust- ment phase as initial triers accepted and rejected the brand. 1977 represents the first full year of "normal" business. While the brand's demographic and geographic profiles are skewed to women, smokers 35 years and older, big cities and the West Coast,-the smgker franchise expanding in almost all segments, as-shown--in[Exhibit II,a~-~aobed~" MORE competes in the 100mm plus cigarette category. Competition within the category has been.low key for the past two years. However, the recent introduction of heavily supported 100mm, low "tar" brands represents a major threat in 1978 and beyond as is evidenced by recent N.F.O. switching data ($~h Exhibit II a-t%~d). MORE's gains have come from full and middle flavor 85mm brands, especially Marlboro, while losses have been to middle flavor and hi-fi 100's.

III. MORE 1978-1982 ~ey Issues: While MORE is enjoying excellent growth, the brand is not without its problems. The following key issues have been identified and are being addressed. "MORE" is perceived ~by smokers to be a hi-fi product despite its high "tar" content. A change in perception could lead to fran- chise erosion. - Product formulation and user image are not ideal, limiting the brand's growth potential. Because of its unique pack shape, MORE is not being distributed in vending machines, limiting trial and growth. The growing importance of Blacks, females, persons aged 30-39, and new values smokers represents an opportunity for MORE, since brand development is above average among those groups. - b1ORE's operating profit after taxes of 4.5% is below RJRT Company's average of 10.0%. IV. 1978 Marketing Plan With the preceeding long-term issues in mind, the following objec- tives and strategies have been established for 1978: Business Objective Increase SOM to 1.03% and volume to 6.2 billion units. SOM Volume (Billions) 1977 1978 1977 1978 % Chg. MORE Filter .55% •58% 3.3 3.5 6.6% MORE Menthol .42 .45 2.5 2.7 7.6 Total MORE .97% 1.03% 5.8 6.2 7•1% .... ' " • Marketing Obaectlve, • . . . ,~ , ^ . q~. .... ~,~0~-~' '" , 1. Increase consumer accep,tance of ~ORE ah~ng alIg~oker seg/ne~t. ~°~ 2. Stimulate trial and effe~ conversion among competitive '~ smokers. -" 3. Maximize product acceptance~among the broadest potential smoker audience. Spendin Plan ~ 0~~~'~ Spend $14.3 million in the following areas: 1977 1978 '77 vs. '78 Amt. Per M Amt. Per M $ } Ch@. Advertising Promotion Tax Stamping Other Direct/Gratis Total Spending $ 9,179 $1.56 $11,162 $1.78 $1,983 21.6 2,168 .37 1,530 .24 (638) (29.4) 1,387 .24 1,600 .26 213 15.4 I0 - I0 - . - - $12,744 ~2.17 ~14,302 $2.28 $1,558 12.2%

D. Financial ~bjective Increase MORE's operating profit after taxes 66.2% to 6.0% of sales. E. Plans & Stra.tegies Product: MORE's productobjective is to achieve taste/satis- faction superiority over all 95mm plus, low "tar" brands while lowering the "tar" level. Recently conducted product tests identified four areas needing improvement--draw, menthol delivery, aftertaste and "tar" content. An improved product has been developed and is being tested. Assuming the test is successful, introduction will occur in mid-1978. Copy: For the past two years, MORE advertising has been communi- cating the product's characteristics and benefits. Character- istics, because the brand is so different; benefits~ to give it a "reason for being." Now that MORE is a known commodity, MORE's copy objective is to increase consumer acceptance and broaden the smoker franchise. Three alternative campaign approaches have been developed and are being tested against the current campaign to determine their ability to communicate product benefits and desirable product/ smoker images. Test results will be available in December. Media: The 1978 Media Plan will target against 25-49 year old women (52%) and men (48%) with special emphasis on those who are psychographically predisposed to MORE. National print will ac- count for 65% of spending since MORE is recording good gr.owth throughout the country. Supplements and Out-Of-Home will be al- located in relation to the relative volume potential in each market. Print spending will be increased 21% to (i) communicate the uniqu~ product benefits and (2) maintain growth momentum in the face of heavy spending behind new 95mm plus low "tar" products. Out-Of- Home spending will rise 29% to achieve adequate coverage in high potential markets. Recognizing t~t-MORE-smoker~~ew--Values~-~eople--independen~ modern, confident--6_q~flthe national pr~-~nt--budghet~~been al- locatedt~omagaz~i~nes judged psychographically right for~-fh-e~brand. [NEW-TIMES, NEW WOMAN, PSYCHOLOGY TODAY, etc.) Sales Promotion: MORE's sales promOtion objective is to stimulate trial and conversion among competitive smokers while reinforcing/ increasing MORE's advertising awareness and establish a positive image. Si~oe~MORE-~-annot--expect--in-store-merchandising--support (~O.S-o~i~ ~ouponing has been the primary promotional vehicle. Based on the Corporate Coupon Study, MORE enjoys the highest com- petitive smoker conversion rate of any RJRT brand. Preliminary 1978 Promotional Plans call for two 15 million coupon drops: one in March, the second in August.

However, since ~ORE's coupon redemption rates are declining, MORE is also evaluating sampling, liquidators, cross-couponing, joint promotions and sweepstakes as alternative vehicles in 1978. Such vehicles could be more cost efficient at generating new trial and/or reinforcing MORE's product and consumer image. To enhance ]~arene~s, trial and image among Black consumers • _ ~,...,_ --~,,--=,,~ ....... ~-p,, ,-,u~ will continue to sponsor the Ebony . . ~ " sh'on air in 1978. Manufacturing: New high speed production equipment has been adapted for MORE and is expected to begin operation in early 1978. This equipment will reduce manufacturing costs signifi- cantly. F. Testing & Development Product: MORE is currently testing an improved product with lower "tar," improved aftertaste, easier draw, reduced puff count and enhanced menthol delivery. Test results are expected in late December. Copy: Alternative advertising campaigns have been developed and are being communications and persuasion tested. Results are due in early 1978. The alternatives include product, user and life- style oriented campaigns. Vendin@: A "Satellite Vending Unit" has been developed and is awaiting test in Philadelphia, PA. Mechanical problems have delayed the test start. Promotion: Alternative promotional programs are being developed for possible test in 1978. The Philadelphia Free Fall promotion tested in 1977 was not successful and will not be used in 1978. Companion Product: The MORE Brand Group is preparing to,test the feasibility of an 85mm, brown, low "tar" cigarette. The shorter product would appeal to a different consumer group (male, 21-34, middle income) and would reinforce MORE's image as a low "tar" product, especially if "tar" content could be delivered below i0 mg. Name, packaging, etc., await concept/promise test results.

MORE FINANCIAL FORECAST (000) _1977 19Z8 DIFFERENCE AMT, %__ VOLUME (BILLIONS) 5.8 6.3 .5 7.1% SALES VARIABLE COSTS MARGINAL CONTRIBUTION FIXED COSTS OPERATING PROFIT BE- FORE ADVERTISING & TAXES ADVERTISING & PROMOTION SALES MERCHANDISING OPERATING PROFIT BEFORE TAXES $80,464 54,493 25,971 4,833 21,138 12~744 i, 923 $90,693 $10,229 12.7 57,744 3,251 6.0 32,949~ 6,978 ~_ 26.9 5,694 861 17.8 27,255 14,302 2,2OO 6,117 28.9 1,558 12.2 277 14.4 $ 6,471 $10,753 _$ 4,'282 66,2% NET SALES 8.0% • 11,9%

Exhibit MORE Smokers Profile Sex Brand Men Women Share Of Smokers April '77 76-.77 % Ch~. 1.8% 12.5% 1.4 7.7 2.2 15.8 Index Vs. All Smokers 86 Age 18-20 21-24 25-34 35-49 50 Plus .5 (28.6) .8 14.3 1.5 15.4 1.9 (5.0) 2.5 56.3 22 39 87 135 City Size 2MM Plus 1.8 5.9 500M-2MM 2.1 31.2 50M-500M 2.1 16.7 2500-50M 1.6 14.3 Rural 1.2 20.0 106 114 115 66 75 Region New Eng]and i.i Mid-Atlantic i.i E. No. Central 1.6 W. No. Central 1.2 So. Atlantic 1.9 E. So. Central 1.3 W. So. Central 2.3 Mountain 3.4 Pacific 3.1 (26.6) 6.7 35.7 62.5 15.0 54.5 14.8 59 62 81 61 ii0 59 Source: N.F.O. Trend Data, April, 1977

" Exhibit II MORE Source Of Business Total Gains/Losses Stopped Smoking New Smokers Gains/Losses By Style 85mm Full Flavor 100mm Full Flavor 85mm Middle Flavor 100mm Middle Flavor 100mm Hi-Fi Gains/Losses By Brands Marlboro WINSTON Kent Merit 85-'s Kool SALEM Lights Virginia Slims VANTAGE Longs Silva Thins Gains 27.4% 7.6 5.6 3.6 1.5 1.0 2.5 1.0 .5 .5 .5 April, 1977 Losses 34.5% 13.2 Net Change. (7.1)~ (13.2) 7.6 2.0 3.1 1.0 4.1 2.5 3.6 .5 .5 (3.0) (2.5) .5 .5 1.0 1.0 1.0 1.0 2.0 .5 .5 .5 .5 (1 .o) (i .o) (1.o) (1 .o) Source: NFO Switching, April, 1977

MORE Executional Guidelines "Smoke Cloud" Introduction The overall impression to be conveyed by MORE advertising is that MORE provides an extra measure of satisfaction. The ads should establish a relatively sophisticated image for the Brand. The physical properties of the cigarette should also be clearly displayed. I. Model Selection A. Sex 2/3 couples 1/3 women only B. Ag£ 25 - 35 C. Coloring Hair color, eye color and facial tone are not critical to the Do selection of models. Physical Characteristics i. Male Models - slim and stylish - moderately handsome - clean cut - healthy - no facial hair 2. Female Models - very attractive - stylish/contemporary - healthy o o o~

If. - 2 - E. Facial Expression i. Extremely satlsfied/content/relaxed/fulfilled. 2. ContentedLexpression -.slight grin of satisfaction/no smile. F. Physical Attitude - total relaxation and contentment Wardrobe A. The wardrobe will reflect a private moment in a relaxing situation. The wardrobe can reflect either an outdoor or indoor situation. III. B. Moderately stylish/contemporary not elegant. Can be informal or formal attire. C. Subdued not loud colors. No reds or greens that conflict with the packs will be used. D. Any season can be represented by the wardrobe. Situations/Settlng/Staging A. Description People involved in appealing, relaxing, satisfying and somewhat upscale situations. B. Model P~acement - Models will always appear within the smoke cloud at the top of page. - Models will not be shown standing erect. - Enough of the model will be shown in order to communicate an indigidual who is relaxed. C. Background The smoke cloud will be silouetted against a white background. - Models will be photographed in a relaxing environment.

- 3 - DQ Set Decoration - Props will be utilized that contribute to the communication of a relaxing situation. Model(s) will always have a cigarette. - Natural light will be used, - The color tones in the background will be selected to enhance the focal point of the model's position in the ad. IV. P,aq~,e Treatment Prominantly displayed F&M packs will be positioned on the bottom.of the ad. The cigarette will always, be jutaxposed across the top of both packs. It will always be lit with the smoke cloud emanating from the lit end. V. Copy Treatment i. The same typeface will always be used. ~ 2. The headline will always be placed over the cigarette. 3. Copy elements will always be black. 4. The body copy will always appear near the packs. VI. Other Warning statements and T&N legend will always appear at the top of the ad. Color

Descrip~ ~on~Spec£ ~tca~o~s. a~atic) which del~ver ~tld~ ~). ~ion s~ ~e ~e (e~ly ~ ~d ~b~ ~s ages 25-50) f~ 2~0 ~. old ~c ~k~s) Tobacco Development Priorities (~ o~ ~/n,~ - Development, Orig. Current 3/27 4/24 3/27 5/22 (~ue Dates, [Completion Except Pre-Mkt. Test Test Mkt. Orig. Curren~ Orlgt Curr~nt 6/26 7/24 7/78 9/78 6/26 8/7 7/78 9/78 National Orig. Cur~e.~ Status ~D has developed a PAF non- ax~matlc prototype suitable for ~O testing. Y~zilout is scheduled for 5/8. TD currently developing PAF aromatic alte/~ativos for testing. One alternative has been selected for NFO mailout 5/8. Several other alternatives ~eing evaluated for N~O mailout 5/22. B. D~estic Ocmple~ 4/].0 5/29 7/17 8/21 ,9/78 10/78 NFO results sh~w L~orted (Denmark) blend candidate does not meet action sta~aa~d. Diagnostic results indicate t/~%t m~nor modifications to imported blend could make it a suitable candidate. Redevelopment is un.dexway with NFO retest tentatively schedul~ for .6/5. Internal development work undeIw~y per product specifications forwaxded by Brand. NFO mailout schedul~d for 6/5.

Priorttw 4 Brand Descript£on/Speciftcst tons M~ist Snuff ( ~lavor ed/r~%- flavored ) which have taste, appearance ard cut snuff brands. Action standard is superior rating flavored) ard Skoal (flavored) among male chewers 35-49.and 25-49 respectively. Packaging - Package which in basic size is similar ~o current moist snuff products but which offer advantages in shape, closure ar~ materials utillzed. ~ctlon star-~d is superior rating versus current ~oist snuff packaging in terms of freshness retention and Substitute Product for current Days Work util~zlng Pennsylvania Air-Cured Tobacco in place of Cre-Sucker Tohacco ,.~',.ich is in sP~rt supply. Action standard is parity ~ith current product ~ Days Work Tobacco .Development Prlorttles (Due Daces [Coraplet~on Except Nat~l]) Development Pre-Mkt. Test Test Mkt. Otto. Current Orig. Current Orig. Cu~ent National Orig. Current 12/77 . TBD. 3/31 TeD 3/79 7/79 10/79 4/80 6/5 "6/5 8/21 9/11 3/79 7/79 10/79 50055 9590 4/80 . Completed 6/19 6/19 -- -- 7/78 7/78 ,.T~pline results of direc~ Copenhagen and Skoal competitor products indicate significant loss.. Analysis of final results will be ,-ur~d to determin~ further product reformulation direcLion. Additional qualitative research being oonductod for product direction w~k of 4/17. TD currently constructing panel, for ~o~st_snuff products, opo_rac~onaz oy uune. Mold-form~ samples available 6/5. Selection of various material alternatives will be o~leted upon receipt of " samples.

~Descriptlon/Speclflc~tlon~ Substitute Product for Action s~ is ~ity ~ ~k ~s. Status O:~pleted 10/23 10/23

PRIORITY Ut}~u_ur_y~LUr~':r_~,~ ~ I'KX u~ ~ ~ I ~a. (As OF 6-15-78 ) ,. .C.URREN'~ C~PEETION. DATEs. PRE-MKT, TEST" NAT'L ~ T~sT MKT, INTRO 500.';5 1 PAF • PRINCE ALBERT:FLANKER. PRODUCTS WHICH DELIVER• MILD, SMOOTH SMOKING CHARACTERISTICS BUT RICH TASTE (AND/OR PLEASANT AROMA),• ABSENCE OF BITE IS ESSENTIAL,. NON-AROMAT~'~ - ACTION STANDARD IS SUPERIOR OVER SWR SPECIAL MIXTURE ESPECIALLY AMONG SMOKERS AGED 25-50, ARoMATic - ACTION sTANDARD IS SUPERIOR OVER SWR ARbMATIc ESPECIALLY. AMONG 25-50 YR, OLD AROMATIC SMOKERS, 4/24 7/31 7/31 8/14 9/25 10178 10/78 10/78 TBD "TBD TBD TBD TBD TD HAS DEVELOPED PAF NON-AROMATI C CANDIDATE AWAITING NF0 TOPLINE (6/19), TD HAS DEVELOPED 3 PAF AROMATIC CANDIDATES, AWAITING. NF0 TOPLINES FOR ALT, #1 & 2 .(6/1% 7/10), ALT, #3 SCHEDULED FORNF0 MAIL-OUT WEEK OF 7/3,

PRTORITY. 2 MST. ' DESCRIPTION. TOIIACC0.DE~ELOPME~].PR]0RIT~ES (As-oF 6-15-78 ) .. CURR~NT COMPLETION DATES PRE-MKT, TEST NAT'~ DZY_~ TFs~ MKT. INTRO MILD SMOKING RIPE TOBACCA PRODUCT WHICH IS COMPETITIVE IN SMOKING CHARACTERISTICS (MILD- . NESS~ TASTE~ AROMA) WITH" THE LEADING AND GROWING IMPORTED AND DOMESTIC BRANDS, ACTION STANDARD IS TO ACHIEVE PARITY WITH BORKUM RIFF BOURBON OVERALL, WITH PREFERENCE IN MILDNESS AMONG .IMPORT- TYPE SMOKERS; AGES 20-49, A. MST vs, B, RIFF 6/20 B, fiST vs. CAPT.,"BLACK 7/3 8/28 10/78 9/25 10/78 TBD TBD ~0055 9605 STATUS TD HAS DEVELOPED AN MST CANDIDATE. ' CURRENTLY.AWAITING NF0 TOPLINE RESULTS OF MST vs. BORKUM RIFF (7/17). NF0 TEST OF MST CANDIDATE VS, CAPTAIN BLACK SCHEDULED FOR''~ 7/3 MAIL-OUT, OBSERVED GROWTH OF CAPTAIN BLACK HAS NECESSITATED DETERMINATION OF HOW MST PRODUCT PERFORMS RELATIVE TO CAPTAIN BLACK, TOPLINE RESULTS DUE 8/14, • IMPORTED MST BLEND CANDIDATE IS BEING~ HELD IN ABEYANCE PENDING OUTCOME OF NF0 TESTING OF R JR BLENDS,

"[0BACC0 DEVELOPMENF PRIORITIES (As OF 6-15-78) .. DESCRIPTION ~IOIST SNUFF PRODUCT- TWO'PRODUCTS TBD (FLAVORED/NON-FLAVORED) WHICH HAVE TASTE, APPEARANCE AND CUT SIMILARTO LEADING MOIST SNUFF BRANDS, ACTION STANDARD IS SUPERIOR RATING VS, COPENHAGEN (NON- FLAVORED). AND SKOAL (FLAVORED) ~MONG MALE CHEWERS 35-49 AND 25-49 RESPECTIVELY, ' CURRENT COMPLET.IoN.D~TES. PRE-MKT. TEST NAT'L ~ TEST MKT, INTRO TBD 7/79 TBD PACKAGING - PACKAGE WHICH IN BASIC SIZE IS SIMILAR TO CURRENT MOIST SNUFF PRODUCTS BUT WHICH OFFER ADVANTAGES IN SHAPE, CLOSURE AND MATERIALS UTILIZED. ACTION STANDARD IS SUPERIOR RATING VERSUS CURRENT MOIST SNUFF' PACKAGING IN TERMSOF FRESHNESS RETENTION AND FUNCTIONAL USE. 7/109/117/79 TBD 50055 9606 STATUS FINAL RESULTS OF DIRECT COPENHAGE~ AND SKOAD COMPETITOR PRODUCTS SHOWE~" SIGNIFICANT LOSS FOR BOTH RJR PRODUCTS, TD .IS CURRENTLY REFORMULATING CANDI- DATES UTILIZING A NEWLY CONSTRUCTED DEVELOPMENT PANEL, TIMING FOR ANOTHER NF0 TEST NOT CURRENTLY DETERMINED,. MOLD-FORMED SAMPLES AVAILABLE 7/10, SELECTION OF VARIOUS MATERIAL ALTERNATIVES WILL BE COMPLETED UPON RECEIPT OF SAMPLES,

PR I OR I TY. DAYS WORK IUISALLU UI-VI:LUI'I'I~'Ixll I'I~,IUt(IIII?.~ (As o~ 6-1S-78) SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING PENNSYLVANIA AIR-CURED TOBACCO IN PLACE OF ONE SUCKER TOBACCO WHICH IS IN SHORT SUPPLY, ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS. CURR~NI: COMPLE'F.ION DATES PRE-I~KT, TEST BIAT'L DE<,. TEST MKT," INTRO COMPLETED 6/30 -- 7/78 50055 960? STAT.US. TD HAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING NF0' RESULTS, SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING INCREASED LICORICE AS SUBSTITUTE FOR SACCHARIN, ACTION STABDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, COMPLETED 11/27 -- TBD' TD HAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING NF0 MAIL-OUT PEa PRIORITY, MAIL-OUT PLANNED 7/31 FOR EXTENDED USE TEST (SEQUENTIAL MONADIC),

DAYS WORK TOBACCO DEV_ELOPMENT PRIORITIES. (As oF 6-15-78) CURR£N.T COMPt~ETioN,DAi~E$. PRE-MKT, TEST NAT' DEV, ",TEs~ " MKT, INTRo SUBSTITUTE PR.qDUCT FOR CURRENT DAYS WORK UTILIZING G-10 PLUG WRAPPER IN PLACE OF CURRENT WRAPPER CONTAINING IRON OXIDE (NOT ON APPROVED MATERIALS LIST), ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS. COMPLETED 2/79 -- TBD 50055 9608 STATUS. TD HAS DEVELOPED SUBSTITUTE PRODUC~, CURRENTLY AWAITING NF0 MAIL-OUT PER PRIORITY, MAIL-OUT PLANNED 11/20,

PR I OR I TY, 1 WINSTON FF TOBACCO, DEVELOPMENT PRIORIT.IES (As OF 8/31/78 ) CURRENT COMPLETION .DATES. • PRE-MKT, TEST NAT'L DEV, TEST MKT. INTRO IMPROVED .TASTE/LOWERED, TAR PRODUCTS A~ 17 MG TAR OR LESS, UPTIMAL PERFORMANCE STANDARDS: - PREFERENCE VS,CURRENT WINSTON AND MARLBORO .. ,a/,IONG WINSTON SMOKERS, - PARITY VS~ MARLBORO AMONG MARLBORO SMOKERS, - PREFERENCE VS~ MARLBORO AMONG OTHER NFF SMOKERS (EX, MARLBORO), A) KING: ~§20.SERI~S ~ BLENDS) COMPIL COMPL TBD ~644 SERIES 3 BLENDS) COMPL 10/16 TBD ~6~ SERIES Z I~LENDS) 9/1 12/5 TB.n ~DDITIONAL LENDS 10/78 TBD ~, SOOSS 963'/ STATUS 2620.- FINAL REPORT RECEIVED., INDICATING NO CANDIDATE MET PERFOR- MANCE STANDARDS, 2644 - 0RIGINAL RSM 43, A 13 MG.RSM PROJECTED BLEND~ AND A MODIFIED IVI~ST0~ BLEND MAILED TO, ~U. ~- ADDITIONAL CANDIDATES BEING DEVELOP- ED FROM RSM MODEL AND OTHER TD DATA SOURCES FOR 9/27 NF0 MAILOUT, ADDITIONAL BLENDS BEING DEVELOPED AND WOULD BE AVAILABLE FOR LATE NOV, NF0 TESTING .IF DESIRED,

PRIORITY 2 SALEM FF TOBACC0.DEVELOPMENT PRIOR.I.TIES B) 100's VOLUME IMPORTANCE : COST IMPLICATIoNs: "5~0 o 55 9~3~. (As OF 8/31/78 ) CURRENT COMPLETION DATE~ PRE-MKT, TEST NAT'L DEV. TEST MKT, INTRO 10/2 TBD STATUS 100's - 2526-C (A BLEND WHICH DID NOT MEET ALL ACTION STANDARDS BUT WAS IMPROVEMENT OVEn CURRENT PRODUCT; WAS INTRODUCE~ INTO SHIPMENT TEST MID-APRIL..IWO NEW CANDIDATES DEVELOPED BUT BEING REFORMULATED PRIOR TO NF0 TESTING BASED ON RE-ASSESSMENT OF PRODUCT PERFORMANCE, . AND FURTHER BLEND +1,2 BILLION UNITS/YEAR DEVELOPMENT WORK IN PROGRESS. 85 - TBD 100'S - MODERATE COST INCREASE ESTIMATED BASED ON PRELIMINARY DATAL fIRM COSTS TO BE AVAILABLE PRIOR TO RECEIPT or NF0 RESULTS. COMPL COMPL TBD 16MG,~A~ iO0~SPRoDUE~ AT PARITx OR BETTER TO CURRENT b 100"S AMONG SALEM AND ALL OTHER FF MENTHOL SMOKERS ON OVERALL RATING WITH SUPERIORITY IN,TERMS OF.SMOOTHNESS AND MILDNESS, FINAL REPORT RECEIVED INDICATING NEITHER CAN- DIDATE MET. ACTION STAND. ARDS, DEVELOPMENT NEXT STEPS TO BE DETERMINED BY 9/8. VOLUME IMPORTANCE,: COsT IFi~LIcA~iO~S.: +450 MILLION UNiTS/YEAR TBD ' '

PR I OR I TY. 3 TOBACCO DE_V_ELOP~ENT PRIORITIES' (As OF 8i31/78 ) 5"~0 55 9633 VANTAGE MG~TARw85MM LENGTH, IT~ OVERALL PREFERENCE TO IRUE, ~ENT GL AMONG VANTAGE AND TARGET LOW-TAR SMOKERS, A) FILTER (SCS-III FILTER) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, ,TEST. MKT, INTRO COMPL COMPL TBD B) MENTHOL (SCS-III FILTER) 10/2 1/22/79 TBD C) FILTER & MENTHOL i~/13 3/5/79 .(CONVENTIONAL ESTRON FILTER) STATUS. F (SCST.I.I.IZ - FINAL REPORT RECEIVED AND BRAND PREPARING RECOM- MENDATION ON'NEXT STEPS, M(SCS~Iil) - DEVELOP- MENT UNDERWAY ERR 11/13 NFO MAILOUT, IU WILL REVIEW PROJECT TO SEE IF TIMING CAN BE ACCELER~ ATED, CONV,,FiLTE~ - D~VELOP- MENT UNDERWAY, HOWEVER CONCEPT/USE TEST WIlL BE CONDUCTED USING ) MG, FILTER PRODUCT DEVELOP- ED A~R TESTED FOR DORAL AND IU WILL ADVISE AS DoRAODUCL AVAILABI TY ~H IS CANDIDATE MET ACTION STANDARDS ~ONG ALL HI-FI SMOKERS, IU WILL REVIEW MENTHOL PROJECT TO SEE IF/HOW TIMING CAN BE ACCELER- ATED, VQ.LUME IMP.ORTANCE.'. +2,4 BILLION UNITS/YEAR C~i~"iM~L'ICAI~'ION,~..' VERSUS.PARENT (CURRENT PRODUCT) SAM SCS-III ESTIMATED TO COST $,18/M LESS, CONVENTIONAL ESTRON FILTER COSTS TBD,

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PR I OR I TY 5 VANTAGE TOBACCO, DEVELOPMENT PRIORITIES (As OF 8/31/78) 9 MG TAR VANTAGE LINE (85 FILTER & MENTHOL, INQ'S FILTER) USING SCS-III FILTER AND CORRECTING TASTE DEFICIENCIES WHERE NEEDED, UPTIMAL STANDARDS ARE: - SUPERIORITY_TO COMPARABLE MERIT, KENT GL PRODUCTS AMONG FF AND HI- hl SMOKERS, - PARITY OR BETTER TO CURRENT VANTAGE AMONG VANTAGE SMOKERS, A) 85MM FILTER .~.URRENT COMPLETION DAT.E$ PRE-MKT, TEST NAT'L D.E.V..,. TEST MKT, INTRO COMPL 1/24/79 9/79 11/79 85MM MENTHOL- 11/13 3/5/79 11/79 1/80 B) 100MM FILTER 9115 2/79 10/79 12/79 VOLUME IMPORTANCE: .COST IMPL I CAT IONS: +i,0 BILLION UNITS/YEAR 85 FILTER COST SAVINGS IS $,11/M. 85 MENTHOL & 100MM FILTER COSTS TBD, ~TATUS 85 F - CANDIDATES . BEING.MADEFOR 9/18 NF0 MAILOUT, 85 M - CANDIDATES BEI.~ DEVELOPED FOR MAILOUT 100's - CANDIDATES BEING DEVELOPED FOR TARGET NF0 MAILOUT 11/15,

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 8/31/7,9 ) .C.p.RRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV. TEST MKT, INTRO 50055 9636 STATUS. 6 DORAL ~ MG FIL~ER & MENTHOL. PRODUCTS USING CURRENT PLASTIC FILTER AND DELIVERING T~STE SUPERIOR TO IRUE, A) FI LTER 9/5 11/17 - 1/2/79 ~- CANDIDATEs BEING DEVELOPED FOR 9/28 ,.NF0 .MAILOUT, B) MENTHOL COMPL 10/24 - 1/2/79 NONE OF LATEST CANDIDATES ~ET ACTION STANDARDS, IWO PREVIOUSLY TESTED PRODUCTS (2543-A AND 2609-B) BEING MADE FOR 9/7 NF0 MAILOUT TO VALIDATE EARLIER TESTING RESULTS, VOLUME IMPORTANCE: COST IMPLICATIONS: +1,0 BILLION UNITS/YEAR TBD

PRIORITY 7 BRAND REAL/ CAMEL LIGHTS VOLUME IMPORTANCE: COST IMPLICATIONS.. TOBACCO DEVELOPMENT PRIORITIES, (As OF 8/31/78) DESCRI PTI ON SHELF L~ FE IMPROVEMENT 50055 9637 CURRENT COMPLETION DATES DEV. SEPT, 1 PRE-MKT, TEST NAT'L TEST MKT, INTRO TBD TBD TBD TBD TBD STATUS • ~D CURRENTLY CONDUCTING INTER~AL STUDIES ON PROBLEM AND POSSIBLE SOLUTIONS, • FINAL RESULTS OF NF0 TEST (3 MONTH OLD REAL/CAMEL vs, MERIT)-8/31. ° PRESENTATION TO BRAND ON NATURE OF PROBLEM AND RECOMMENDED SOLUTION-9/1,

PR ! OR ! TY 8 BRAND REAL/ CAMEL LIGHTS 10BACC0 DEVELOPMENT PRIORITIES (As OF 8/31/78) DESCRIPTION CURRENT COMPLETION DATES " PRE-MKT, TEST NAT'L DEV. TEST MKT, ]NTRO PRODUCT IMPROVEMENT EXPLORATORY (E.G. - LESS STRONG/HARSH). TBD TBD TBD TBD VOLUME IMPORTANCE: TBD COST ItIPLICATIONS: TBD 50055 9638 STATUS PROBLEM DETECTIONI RESEARCH AMONG • CONSUMERS UNDER- WAY WITH RESULTS AVAILABLE 9/13.

PR I OR I 9 CAMEL LIGHTS IOBACC0, DEVELOPMENT, PRIORIT!E.S (As oF 8/31/78) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV. TEST ... MKT, INTRO 100MM~PROD~CT,AT 9-11 MG TAR RANGE-(CORK TIPPED) WITH TASTE SUPERIORITY TO mERIT IO0"s, MARLBORO LT, I00'S AMONG FF 100MM SMOKERS AND PARITY OR BETTER VS, THESE BRANDS AMONG IOOMM LOW TAR SMOKERS, 1ST QTR, TBD '79 STATU~ DEVELOPMENT R~QUEST ~AS BEEN APPROVED, RAND WILL REVIEW SPE- CIFICATIONS PER NEW POSITIONING/SEGMenTATION WORK AND ADVISE IU OF CHANGES, IU WILL RE- VIEW PROJECT TO SEE IF TIMING CAN BE ACCELER- ATED, ~ZOLUME IMPORTANCE: TBD Cost IMPLICATIONS_: TBD

PRIORITY TOB,ACC0..DEV, ELOPMENT, PRI 0RIT.I E,S (As oF 8/31/78) CURRENT COMPLETION i .DATES. .PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO 50055 96~0 STATUS, 10 NOW IMPROVED FILTER PRODUCT AT ,7 MG.TAR,~WITH PRE- FERENC~ V~, ~,ARLTON, AMONG lII-l-I SMOKERS, VOLUME IMPORTANCE : COST IMPLICATI.ONS : 11/6 TBD +175 MILLION UNITS/YEAR TBD. TD REQUEST APPROVED ~A~ING PRIORITY ON A ILTER PRODUCT AND SECONDARILY A CONVEN- TIONAL ESTRON FILTER, TD HAS INDICATED A ~MG PRODUCT COULD BE ADE AVAILABLE PRIOR TO 11/6 IF MARKET CONDITIONE WARRANT AN IMMEDIATE CHANGE FROM THE 2 MG PRODUCT, No DIFFERENCE ANTICIPATED ON TC FILTER PRODUCT, 11 MORE IMPROVED/LOWERED TAR 11/19 FILTER AND MENTHOL PRODUCTS - AT 18 MG TAR OR LESS, WHICH CORRECT IDENTIFIED DEFICIENCIES AND USES EXTENDED FILTER PLUG ~OR COST SAVINGS, ERFORMANCE.STANDARDS ARE PARITY VS, CURRENT PRODUCT AMONG.MORE..SMOKER, PRE-.. FERENCE VS, CURRENT PRODUCT AMONG ~00MMFULL FLAVOR SMOKERS ESP, 25-49 TARGET), ' VOLUME IMPORTANCEI TBD COST IMPLICATIONS: TBD NEW CONSOLIDATED DEVELOPMENT REQUEST HAS BEEN. APPROVED AND DEVELOPMENT UNDERWAY, $.07/M REDUCTION IN COST FROM CURRENT PRODUCT,

PRIORITY TOBACCO. DE,VELOPMENT PRIOR.IT~IES (As oF 8/31/78) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO SALEM LIGHTS IMPROVED CURRENT LT,.. • ]00'S AT EXISTING MGS TAR WITH INCREASE~ FLAVOR, EASIER DRAW,.L/~TIMAL STANDARDS AREI - PREFERENCE VS, CURRENT PRODUCT AMONG CURRENT SMOKERS, - PREFERENCE VS, KOOL SUPER LT, LONGS AMONG ALL SALEM 100MM SMOKERS (FF & LTS,) - PARITY OR BETTER VS, KOOL AMONG COMPETITIVE 100MM MENTHOL SMOKERS, 1/5/79 TBD VOLUME IMPORTANCE: +150 MILLION UNITS/YEAR ~OST IMPLICATIONS: NONE STATUS ORIGINAL PRODUCT MADE FOR NF0 MAILOUT DID NOT MEET SPECIFICATIONS, ' ADD I T I ONAL DEVELOPMENT UNDERWAY, 13 CAMEL F IMPROVED PRODUCT - SUPERIQBITY TO MARL~BO AMONG L~ AND OTHER ~DD SMOKERS (EX, MARLBORO), - PARITY WITH MARLBORO AMONG MARLBORO SMOKERS, - PARITY WITH CURRENT CF AMONG CF SMOKERS, V_OLUME. IMPORTANCE: ~OST IMPLICATIONS: COMPL +100 MILLION UNITS/YEAR NONE 9/22 PROTOTYPE TO.BE TESTED ~s WINSTON A, A SECOND BLEND (2525C) ~ READY FOR TESTING IN ~EPT, IF WINSTON A RESULTS ARE UNSATISFACTORY,

PRIO~I.T,Y .TOBACC0..DEVEL0.PMEN.T PRIORITIES (As oF 8/31/78) CURRI~NT COMPLETION~,D.A_T_ES. PRE-MKT. TEST NAT'L DEV. TE.S.T MKT. INTRO STAT.US 14 CAMEL R lOWERED TA.R. PRODUCT AT PARITY TO CURRENT PRODUCT AMONG CAMEL SMOKERS, AT 21 MG TAR LEVEL. VOLUME IMPORTANCE: NONE COST IMPLICATIONS' 10/27 TBD MARGINAL COST REDUCTION ANTICIPATED. FIRM COSTS AVAILABLE PRIOR TO RECEIPT OF NF0 RESULTS. DEVELOPMENT WORK UNDERWAY, 15. VANTAGE 100MM ME~ITHOL NEW,. PRODUCT 11/27 VOLUME IMPORTANCE." +60 MILLION UNITS/YEAR COST. IMPLICATIONS.' TBD 4/79 TBD DEVELOPMENT WORK UNDERWAY TO.MEET 2/1/79 NF0 MAILOUT. HOWEVER, TD WILL REVIEW PRO- JECT TO DETERMINE, IF/ HOW TIMING CAN BE ACCELERATED.

soos~ g~ ~ PRIORITY. I PAF I(]BACCLI~ylr_LUY.P1F_N,I HKJU~J l_lb_S . PRINCE"A~BERT A~oMkTY~ L~NE PRODUCT WHICH DELIVERS MILD, SMOOTH SMOKING CHARACTERISTICS "BUT RICH,.TOBACCO TASTE AND PLEASANT, LIGHT AROMA, ABSENCE OF BITE IS ESSENTIAL, ACTION STANDARD IS SIGNIFICANT PREFERENCE OVER SWR AROMATIC AMONG NON-AROMATIC SMOKERS AND SMOKERS 3S+ IN AGE; PARITY OR PREFERENCE VS, S~R AROMATIC AMONG ALL OTHER SMOKERS, (As oF 8/31/78) , C.U.RREN'~_C(~MP_tLETI'ON D~TEs PRE-MKT. TEST NAT' ~ T.EsT MKT,' !NTRO ALT,#2 .ALT,/.~.3 7/10 IST7~TR' 911 TBD IST7~TR ," 9/1 . TBD • 1ST QTR, 9/25 '79 TBD' STATUS TD HAS DEVELOPED 3 FAF AROMATIC CANDIDATES, NF0 TOPLINE SHOW THAT ALTERNATIVES 1 AND ~ DO NOT MEET ACTION STANDARD, AWAITING FULL REPORTS ON ALL ALTERNATIVES,

2 I~ST. (As oF 8/31/78 ) CuRREN~ C~P~E~IION DA~E~ PRE-MKT, TEST NAT'L ~ T~T MKT, INTRO STATUS ~ILD SMOKI, NG P}PE TOBACCQ PRODUCT WHICH IS COMPETITIVE IN SMOKING CHARACTERISTICS (MILDNESS, TASTE, AROMA) WITH THE LEADING AND GROWING IMPORTED AND DOMESTIC BRANDS, ACTION STANDARD IS SIGNIFICANT PREFERENCE VS. BORKUM RIFF WHISKEY AMONG T~STE/FLAVOR SMOKERS AND SMOKERS UNDER 35 YEARS OF AGE; PARITY OR BETTER VS, B. R. WHISKEY AMONG ALL OTHER PIPE SMOKERS, A. MST vs, B, R~FF '" 6/20 B. tlST vs. CAPT, BL~CK 7/10 9/11 lST7~TR:TBD 9/25 1STT~TR' TBD TD HAS DEVELOPED AN MST CANDIDATE. NF0 TOPLINE RESULTS OF MST vs, BORKUM RIFF SHOW DIRECTIONAL PREFERENCE FOR fiST AMONG TASTE/FLAVOR SMOKERS, PARITY AMONG ALL SMOKERS. A~AITING FINAL TEsT RESULTS.. NF0 TEST OF ~ST CANDIDATE VS, CAPTAIN BLACK WAS MA.ILED OUT 7/10. OBSERVED GROWTH OF CAPTAIN BLACK HAS NECESSI; TATED DETERMINATION OF HOW lIST PRODUCT PERFORMS RELATIVE TO CAPTAIN BLACK,

~R ! OR [TY ~ ~ W$ ~IOI_STSNUFE ~- TWO'PRODUCTS (FLAVORED/NON-FLAVORED) WHICH HAVE TASTE, APPEARANCE AND CUT SIMILAR TO LEADING MOIST SNUFF BRANDS, AETION STANDARD IS SUPERIOR RATING VS, COPENHAGEN (NON- FLAVORED) AND SKOAL (FLAVORED) AMONG MALE CHEWERS 35-49 AND 25-49 J Ut~ALbU_U~_Vk LUY~kN_I _ (As OF 8131/78) .CURR~Ni~_IC(~P~ET i0N DATE_S.. PRE-MKT, TEST NAT'L D.~ TE.S~. ~ !NTRO_ TBD TBDF TBD RESPECTIVELY, PACKAGING,- PACkAGEWHICH IN BASIC SIZE IS SIMILAR TO CURRENT MOIST SNUFF PRODUCTS BUT WHICH OFFER ADVANTAGES IN SHAPE, CLOSURE AND MATERIALS UTILIZED, ACTION STANDARD IS SUPERIOR RATING VERSUS CURRENT MOIST SNUFF PACKAGING IN TERMS OF FRESHNESS RETENTION AND 4TH ]~I/6 "QTR ," TBD '79 STATU~ FINAL RESULTS OF DIRECT COPENHAGEN AND SKOAL COMPETITOR PRODUCTS SHOWED SIGNIFICANT LOSS FOR BOTH RJR PRODUCTS, TD IS "CURRENTLY REFORMULATING CANDI- DATES UTILIZING A NEWLY CONSTRUCTED DEVELOPMENT PANEL, TIMING FOR ANOTHER NF0 TEST NOT CURRENTLY DETERMINED, MOLD-FORMED SAMPLES AVAILABLE 9/11. TEST OF ALTERNATIVE STRUCTURES/CLOSURES ~CHEDULED FOR OCTOBER,

50055 ~6~6 )RIORITY 4 5 DAYS WORK ~UBSTITU~E.~RODUC~ FOR CURRENT DAYS WOR~ UTILIZING PENNSYLVANIA AIR-CURED TOBACCO IN PLACE OF ONE SUCKER TOBACCO WHICH IS IN SHORT SUPPLY,.AcTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, (As OF 8/31/78 ) ~ CURREN~~~T~'0N..D~ PRE-MKT, TEST NAT'L ~ TE~T ~ INTRO 5/5 9/5. -- 7/78 SUBSTITUTE.PRODUCT FOR CURRENT DAYS WORK " UTILIZING INCREASED LICORICE AS SUBSTITUTE FOR SACCHARIN, ACTION STANDARD IS PAR'iTY WITH CURRENT PRODUCT AMONG DAYS ]IORK USERS, 5/5 11/27,-- TBD STATUS_ TD HAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING NF0 RESULTS, TD HAS DEVELOPED SUBSTITUTE PRODUCT, I'IAILED OUT 8/1 FOR EXTENDED USE. TEST,

50055~, 9~'~ PRIORITY. (As OF 8/31/78 ) , CURRENT COM.P..LETI ON ...DATES_ PRE-MKT, TEST NAT' ~ .TEYr ~KT," 'IN'F_RO STATUS 6 WORK HORSE S~BSTITUZE PRODUC~ FOR CURRENT WORK HORSE UTILIZING POTASSIUM SORBATE AND SORBIC ACID IN PLACEOF CURRENT MOLDIINHIBITOR SYSTEM, ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG TOTAL SCRAP USERS, ".COMPLETED 11/18 -- I/7~ INTERNAL TESTING INDICATES SAME OR BETTER SHELF LIFE AND STABILITY, MORE EFFECTIVE MOLD IRHIBITING QUALITIES AN~ PARITY PREFERENCE AMONG COMPANY-WIDE PANEL, MAIL-OUT SCHEDULED FOR 9/18. 7 DAYS WORK SUBSTITUT.E PRODUCt FOR CURRENT DAYS WORK UTILIZING G-10 PLUG " WRAPPER IN PLACE OF CURRENT WRAPPER CONTAINING IRON OXIDE" (NOT ON APPROVED MATERIALS LIST), ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS ~ORK USERS, COMPLETED 2/79 -- TBD. TD HAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING.. NF0 MAIL-OUT PER PRIORITY, MAIL-OUT 'PLANNED 12/4,

~.R_I OR I TY I WINSTON FF TOBACCO DE'VELOPMENT PRIORITIES (As oF 10/5/78 ) .L~ P RC~__V_ED TAR PRODUCTS AT .L)-.L/ MG, TAR, OPTIMAL ~PER- FORMANCE STANDARDS CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L " DE V, TEST MKT, INTRO - SIGNIFICANT BREFER- ENCE VERSUS mARLBORO AMONG ALL. NON-MEN- THOL SMOKERS.(EX- CLUDING ULTRA LOW TAR SMOKERS OF BRANDS CONT~ N N 5MG TAR OR LESS)I I G - PREFERENCE VERSUS CURRENT WINSTON AND ~ARLBORO .AMONG INS TON SMOKERS, A) KING: I~44.SERI~.S COMPL COMPL TBD BLENDS) 2687 SER I ES-. COMPL 12/8 (2 BLENDS) STATUS ~_~q- MODIFIED WINSTON -B) ACHIEVED PARITY TO CURRENT WINSTON AMONG WINSTON SMOKERS AND PARITY TO MARLBORO AMONG OTHER FF SMOKERS, FOR ~URIHER DEVELOPMENT SEE 687 BELOW, 2~Z - A~DITIONAL TEST- ING TO BE DONE ON MOD- IFIED WINSTON BLEND WITH ~ND WITHOUT TOP DRESSING, RODUCT BEING MADE FOR MAILOUT WEEK OF 10/23, OSg~ SSOO~

PRIg_RI TY BRA_~Ul 1015178 ) ~URRENT~CO~P~LETIQN__D~T~ PRE-MKT, TEST NAT'L D.EY_.,_ TEST ~ I~TRE $..T.~TUS TD WILL ALSO BEGIN AC- CELERATED AGING TESTS OF PRODUCT WITHOUT TOP DRESSING, WITH TOP ~RESSING AND OF CURRENT INSION. ADDITIONAL DEVELOPMENT WORK BEING DONE BY ]D BUT PRIORITY IS BEING PLACED ON THE MODIFIED WINSION PROJECT. B) 100's COST IMPLI CAT~IONSA ISTTR= 's - 11/3 TR, 100 . 2526-C (A BLEND WHICH DID NOT MEET ALL ACTION STANDARDS BUT WAS. IMPROVEMENT OVE~ CURRENT PRODUCT; WAS INTRODUCE~ INTO ~HIPMENT TEST MID-~PRIL,' UNE NEW CANDIDATE DEVELOPED AND IN INTERNAL'TESTING, +1,2 BILLION UNITS/YEAR 85 - TBD ~L00'$~- MODERATE COST INCREASE ESTIMATED BASED ON PRELIMINARY DATA. I'IRM COSTS TO BE AVAILABLE PRIOR TO RECEIPT OF NF0 RESULTS, LS96 ~00~

PRIORITY TOBACCO DEV.ELOPMENT PRIORITIES (As or 10/5/78 ) CURRENT COMPLETION DATES PRE-MKT, T~ST NAT'L DEV, TE~T MKT. INTRO STATUS. 2 SALEM FF !_~__.~I~_~TA~_.I.00'S PRODUCZ AT PARITY OR BETTER TO CURRENT S 100's AMONG SALE~ AND ALL OTHER FF MENTHOL SMOKERS ON OVERALL RATING WITH SUPERIORITY IN TERMS OF SMOOTHNESS AND MILDNESS, COMPL COMPL TBD ONE CANDIDATE ACHIEVED PARITY TO CURRENT SALEM 100's AMONG SALEM SMOKERS AND WAS, PREFERRED TO KOOL 100 s BY NoN-Koo~ COMPETITIVE SMOKERS, ~DDITIONAL ' TESTING (PAIRED) VERSUS CURRENT SALEM 100's AMONG COMPETITIVE SMOKERS TO BE DONE TO CONFIRM IF PRODUCT MEETS ACTION STANDARDS (RE- SULTS 2/5/79). CON. CURRENTLY TD DEVELOPING IMPROVED PRODUCTS TO ~E READY FOR TESTING ST QTR,, 1979, USING BOTH ESP AND MECHAN- ICALLY PERFORATED TIPPING, VOLUME_IMPORTANCE: +/~50 MILLION UNITS/YEAR TBn

PRIORITY 3 VANTAGE TOBACCO DEVELOPMENT PRIORITIES (As OF 10/5/78 ) AR 1TH.,.OVERA~L PREFERENCE TO IRUE~ ~,ENT GL AMONG VANTAGE AND TARGET LOW-TAR SMOKERS, A) 85MM FILTER (SCS-111 FILTER) B) 85MM FILTER (CON- VENTIONAL ESTRON FILTER) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST ~KT, INTRO COMPL ii/i0 COMPL 7/797~ 1/18/79 7/793 8/79 C) 100MM (SC~-III & CONV, TBD FILTERS; TAR SPECIFICATIONS SED TO b MG. FROM MG, RANGE, F (SCS-111Z - TEST MAR- KET TO BEGIN 3/79, MARKET TO BEGIN ~00M~ - BRAND GROUP PRE- PARING DEVELOPMENT RE- QUEST,' VOLUME IMPORTANCE: TBD COSTS IMPLICATIONS: VERSU~ PARENT. (CURRENT PRODUCT) SAM SCS-III ESTIMATED TO COST ~,18/M LESS, CONVENTIONAL ESTRON FILTER COSTS TBD.

PRIORITY 4 T_0BACC0 D_EV_ELOPMENT PRIORITIES. (As oF 1015178 ) CURRENT _COMPLETi ON DATES IMPROVED REAL MENTHOL AT 8 MG "TAR.". AT LEAST PARITY OVERALL WITH CUR- RENT REAL. MENTHOL (FRESH), KOOL KiNG AND SALEM KING AMONG TOTAL FULL FLAVOR MENTHOL SMOKERS, PRE-MKT. TEST NAT'L I~C,. ~ MKT. INTRO COMP. FEB., AUG., OCT., 1979 1979 1979 STATUS - IMPROVED REAL MENTHOL BEING MADE FOR NF0 TEST. -WAVE I NF0 TEST (FRESH): • -CURRENT REAL MENTHOL, IMPROVED REAL 'MENTHOL, KOOL KING, SALEM KING, " MAILOUT--10/23 " FINAL REPORT-- 12/20 VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD - WAVE II NF0 TEST (3-MONTH OLD PRODUCT): " MAILOUT--1/23/79 • TOPLINE--2/20/79 • FINAL REPORT-- 3/15/79

PRIORITY VANTAGE ~EVELOPMEN[ HR!OR~]jE~ (As OF I015/78) 9 MG TAR VANTAE~ (85,FILTER &_MENTHOL, II FILTER AND CORRECTING TASTE DEFICIENCIES WHERE NEEDED, UPTIMAL STANDARDS ARE: - SUPERIORITY. TO COMPARABLE MERIT, KENT GL PRODUCTS BMONG FF AND HI- ~I SMOKERS, - PARITY OR .BETTER TO CURRENT VANTAGE ... AMONG VANTAGE SMOKERS, A) 85MM FILTER CURRENT COMP_LETION DATE@_ PRE-MKT. TEST NAT'L DEV. TEST MKT. INTRO COMPL 11/10 6/79 7/79 85MM MENTHOL. 12/4 3/15/79 TBD STATUS 85 F - CANDIDATES • BEING MADE FOR 10/5 NF0 MAILOUT, 85 M - CANDIDATES BEI.~G DEVELOPED FOR MAILOUT B) 100MM FILTER VoLuME IMPORTANCE: CosTIM~LI CATIoNE: COMPL 12/22 +1,0 BILLION UNITS/YEAR 85.FILTER COST SAVINGS IS $,11/M, 85 MENTHOL & 100MM FILTER COSTS TBD, i00'S - CANDIDATES BEING DEVELOPED FOR NF0 MAI LOUT 11/15.

~J~ORITY TOBACCO DEVELOPMENT PRIORIIIES (As oF 10/5/78 ) CURRENT C.OMPLETION DATES PRE-MKT, TEST NAT'L ~ TEST MKT, INTRO STATUS 6 DORAL ~__~. ~i,LTER"& ~ENTHoL~ EEQ.D_U.C,.I.E USING CURRENT PLASTIC FILTER AND DELIVERING T6STE SUPERIOR TO IRUE, FILTER COMPL 11/24 - 2/5/79 ~J..TLER- CANDIDATES BEING MADE FOR NF01.MAILOUT i0/11. B) MENTHOL CoMPL 11/17 - 2/5/79 ~- Two PR~S~Y TESTED PRODUCTS £Z~q>-~ AND 2609-B) BEING MADE FOR 10/6 NF0 MAILOUT TO VALIDATE EARLIER TESTING RESULTS, +1,0 BILLION UNITS/YEAR TBD NOTE: MANUFACTURING TEST WILL BE CONDUCTED CONCURRENT WITH NFO TESTING TO VERIFY TAR DELIVERY,

~RIO~ITY TOBACCO DEVELOPMENT PRIORITIES (As oF 10/5/78 ) CURRENT COMP_LETION ~)ATF.,.8_ PRE-MKT, TEST NAT'L ~ TEST MKT, !NTRO STATUS 7 REAL/ CAMEL LI GHTS - FRESH - 3-MONTH OLD SHELF Lf FE IMPROVEMENT COMPL 12/20 TBD (MEN) COMPL 1/15 (NoN-MEN) MID-MAR, TBD 1979 - PRODUCT BEING MADE FOR 0CT,-Nov, MAIL- OUTS, - FUTURE DEVELOPMENT WORK CAN NOW INCLUDE. THE USE OF NON- NATURAL INGREDIENTS ON REAL. VOLUME IMPORTANCE: TBD COST IM_P_LICATIONS: TBD ~S96 SSO~S

PRIORITY TOBACCO_DEVELOPMENT PRIORITIES (As OF i015/78 ) CURRENT COMPLETION DATES. PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRQ 8 CAMEL • LIGHTS IP0MM PEO~_LL~I~AT 9 MG TAR RANGE £CORK TIPPED) WITH TASTE SUPERIORITY TO mERIT 100'S, MARLBORO LT. I00'S AMONG FF 100MM SMOKERS AND PARITY OR BETTER VS. THESE BRANDS AMONG 100MM LOW TAR SMOKERS. LATE FEBL?.T~9 TBD 7/1/79 Nov, Z8 - DEVELOPMENT REQUEST HAS BEEN REVISED TO SPECIFY 9 MG. TAR PER SEGMENTATInN DATA. IT SHOULD BE NOTED THAT TIMING" IS THE CRITICAL ISSUE ON THIS PROJECT AND TD MUST CHOOSE BETWEEN MEETING TIME- TABLE AND DEVELOPING PRODUCT AT 9 MG, VERSUS 9-11 MG. RANGE, TAR' CAN BE AS HIGH AS 11 MG, - PRODUCT DEVELOPMENT IS TIMED TO PERMIT 1/5/79 MAILOUT TO NF0 ~OLUME IMPORTANCE: COST IMPLICATIONE: TBD TBD

NOW TOBACCO DEVELOPMENT PRIORITIES (As OF 10/5/78) CURRENT COMPLETI ON_DATES_ PRE-MKT, TEST NAT'L ~ TEST MKT, ~INTRQ IMP~6VED F i [~ E R P R~ U~ AT ,7 MG TAR~WITH PRE- FERENC~ V~, ~,ARLTON) AMONG rII-rl SMOKERS, 12/4 TBD STATUS TD REQUEST APPROVED ~AFCIING PRIORITY ON A LTER PRODUCT AND SECONDARILY A CONVEN- TIONAL ESTRON FILTER, 10 MORE VOLUME IMPORTANCE : +175 MILLION UNITS/YEAR NO DIFFERENCE ANTICIPATED ON TC FILTER PRODUCT, IMPROVED/LOWERED TAR 12/18 FILTER AND MENTHOL PRODUCTS -. AT 18.MG TAR OR LESS~ WHICH CORRECT IDENTIFIED DEFICIENCIES AND USES EXTENDED FILTER PLUG ~OR COST SAVINGS, • ERFORMANCE.STANDARDS ARE. PARITY VS, CURRENT PRODUCT AMONG.MORE..SMOKER, PRE-.. FERENCE VS, CURRENT PRODUCT AMONG 100MM FULL FLAVOR SMOKERS (ESP, 25-49 TARGET), " VOLUME IMPORTANCE: TBD COST IMPLICATIONS.: TBD NEW. CONSOLIDATED DEVELOPMENT REQUEST HAS BEEN APPROVED AND DEVELOPMENT UNDERWAY, $,07/M REDUCTION IN COST FROM CURRENT PRODUCT,

PRIORITY TOBACCO DEVELOPMENT PRIORIIIES (As oF 10/5/78 ) .~URRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TE@T ~K_'I', INTRO SALEM LIGHTS IMPROVED CURRENT LT,.. ~0U'S A~EXIS~ING MGS.TAR WITH INCREASE~ FLAVOR~ EASIER DRAW.,.UpTIMAL STANDARDS ARE; 1/5/79 TBD - PREFERENCE VS, CURRENT PRODUCT..AMONG CURRENT SMOKERS, - PREFERENCE VS, KOOL SUPER LT, LONGS AMONG ALL SALEM 100MM • SMOKERS (FF & LTS,) - PARITY OR BETTER VS, ~RRL AMONG COMPETITIVE UUMM MENTHOL SMOKERS, VOLUME IMPORTANCE: +150 MILLION UNITS/YEAR COST IMPLICATIONS: NONE STATUS ORIGINAL PRODUCT MADE FOR NF0 MAILOUT DID NOT MEET SPECIFICATIONS, ADDITIONAL DEVELOPMENT UNDERWAY, 12 CAMEL F .IMPROVED PRODUCT COMPL SIGNIFICANT PREFERENCE-. VERSUS MARLBORO. AMONG ALL MALE 85MM NON-MENTHOL ." SMOKERS (EXCLUDING ULTRA LOW TAR SMOKERS) WITH PARITY OR.BETTER OVER-.' . ~VBB~N~ CAMEL.FILTER AMONG BA~EL tILTER SMOKERS AT 15"1~ MG, TAR, ~_OJ_.U~E IMPORTANCE: _C.O~T IMPLICATIONS: +i00 M ILL I ON UN I TS/YEAR NONE 12/11 TBD WINSTON A DID NOT MEET ACTION STANDARDS, 2525C MAILED TO NF0 ~0/2~ TO BE. TESteD VS, ~ARLB~RO AMONG ~ SMOKERS, KE- ~ULTS AMONG FULLER LAVOR LOW TAR SMOKERS WILL.NOT BE AVAILABL~ UNTIL LATE 1ST QTR, 79,

(As oF 10/5/78) .C_u.~ R F.ET_C_O. _M_~.LF.T_ I .O.B _D_ ~ZF.E PRE-MKT, TEST NAT'L D_F.y..,. T~_T ~ JNTRO 13, CAMEL R LO_~BF.~_T.AEL..~[.~,O_D_U_C_t AT 10127 TBD PARITY TO CURRENT PRODUCT AMONG CAMEL SMOKERS, AT 21 MG TAR LEVEL, DEVELOPMENT WORK UNDERWAY, PRE-MARKET TEST SCHEDULE NOT FINALIZEDBECAUSE OF THE NUMBER OF HIGHER : PRIORITY PROJECTS WHICH MUST BE MADE AND TESTED, VOLUME IMPORTANCE: COST IMPLICATIONS: NONE ~ARGINAL COST REDUCTION ANTICIPATED, IRM COSTS AVAILABLE PRIOR TO RECEIPT OF NF0 RESULTS, VANTAGE 0nIEQ~~_C,_T. 12/18 ~_QLU.EIE IMPORTAttC_F..: 4G0 MILLION UN ITS/YEAR _C_~~_LLCAZJLO_B_E: T.BD q179 TBD DEVELOPMENT HORK UNDERWAY TO,MEET 3/1179 .BF0 MAILOUT

1 PAF DESCRIPTION ~jJ~_C.E ALBERT AROMATIC PRODUCT WHICH DELIVERS MILD, SMOOTH SMOKING CHARACTERISTICS BUT RICH, TOBACCO TASTE AND PLEASANT~ LIGHT AROMA. ABSENCE OF BITE IS ESSENTIAL. ACTION STANDARD IS SIGNIFICANT PREFERENCE OVER SWR AROMATIC AMONG NON-AROMATIC SMOKERS AND SMOKERS 35+ IN AGES PARITY OR PREFERENCE VS, AROMATIC AMONG ALL OTHER (As oF i015/78 ) CURRENT COMPLETION DATE~_ PRE-MKT. TEST NAT'L ~ TEST ~ INTRO ' 10/9 ALT.~2 10/9 3RI~ C)TR. 3R~)~iTR~''TBD_ TBD 3R~zBTR" TBD SMOKERS, STATUS TD HAS DEVELOPED 3 PAF AROMATIC CANDIDATES,. NF0 TOPLINE SHOW THAT .ALTERNATIVES 1 AND 2 DO NOT MEET ACTION STANDARD, AWAITING FULL REPORTS ON ALL ALTERNATIVES,

MST DESCR~PTiON ~I..LD_SMOKING PIPE TOBACCO. PRODUCT WHICH IS COMPETITIVE IN SMOKING CHARACTERISTICS (MILDNESS, TASTE, AROMA) WITH THE LEADING AND GROWING IMPORTED AND DOMESTIC BRANDS', ACTION STANDARD IS SIGNIFICANT PREFERENCE Vs,BORKUM RIFF WHIS.KEY AMONG TASTE/FLAVOR SMOKERS AND SMOKERS UNDER 35 YEARS OF AGE; PARITY OR BETTER VS, B, R~ WHISKEY AMONG ALL OTHER PIPE SMOKERS, (As OF 10/5178 ) , ,% CURRENT C0MPI_I;TION DATES PRE-MKT, TEST NA'r'L • D.EY_~ ~ ~ INTRO A, MST vs, B, RIFF B, MST vs, CAPT, BLACK RETEST IST~R, 6/20 1/19/79 TBD 7/10 10/9 lsT~R: TBD TD HAS DEVELOPED AN MST CANDIDATE,-NFO TEST RESULTS SHOWED THAT ~ST RATED PARITY ON A STATISTICAL BASIS VS, BORKUM RIFF AMONG S~ALL SAMPLE OF PRIME PROSPECTS (35 AND UNDER, TASTE/FLAVOR SMOKERS) AND TOTAL SMOKERS, HOWEVER ON ABSOLUTE BASIS, ~ST WAS PREFERRED INDICATING HIGH PROBABILITY THAT WITH A LARGER SAMPLE OF KEY SMOKER GROUPS, MST WOULD ATTAIN SIGNIFICANT PREFERENCE RETEST AMONG BOOSTED SAMPLE OF PRIME PROSPECT SMOKERS SCHEDULED FOR FIELDING 11/8//8. £996~SSOO&'

~996 SSOOS ~OIST SNUFF . ~LDUC~ - TWO'PRODUCTS (FLAVORED/NON-FLAVORED) WHICH HAVE TASTE, APPEARANCE AND CUT SIMILAR TO LEADING MOIST SNUFF BRANDS. ACTION STANDARD IS SUPERIOR RATING VS, COPENHAGEN (NON- FLAVORED) AND SKOAL (FLAVORED) AMONG MALE CHEWERS 35-49 AND 25-49 RESPECTIVELY. (As oF ln15178 ) ....... , ..... CURRENT COMP_LI~TION DATES_ PRE-MKT. TEST NAT'L ~ ~ ~ INTRO IST '80 PAC~(kG.IE~ - PACKAGE WHICH IN BASIC SIZE IS SIMILAR TO CURRENT MOIST SNUFF PRODUCTS BUT WHICH OFFER ADVANTAGES IN SHAPE, CLOSURE AND MATERIALS UTILIZED, ACTION STANDARD IS SUPERIOR RATING VERSUS CURRENT MOIST SNUFF PACKAGING IN TERMS OF FRESHNESS RETENTION AND FpNCTIONAL USE, IST 1/3 9~, TBD ° t STATUS FINAL RESULTS OF DIRECT COPENHAGEN AND SKOAL COMPETITOR PRODUCTS SHOWED SIGNIFICANT LOSS FOR BOTH RJR PRODUCTS. TD IS'CURRENTLY REFORMULATING CANDI- DATES UTILIZING A NEHLY CONSTRUCTED DEVELOPMENT PANEL. TIMING FOR ANOTHER NF0 TEST NOT CURRENTLY DETERMINED. MOLD-FORMED SAMPLES AVAILABLE OCT. TEsf OF ALTERNATIVE STRUCTURES/CLOSURES ~CHEDULED FOR OCTOBER,

4 DAYS WORK SUBSTITUTE FOR CURRENT DAYS WORK UTILIZING PENNSYLVANIA AIR-CURED TOBACCO IN PLACE OF ONE SUCKER TOBACCO WHICH IS IN SHORT SUPPLY, ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, (As oF 1015178 ) < CURRENT C(~MPLE'rION DATE@ PRE-MKT, TEST NAT'L 10/2 2/12 , -- 7/78 STATUS RESULTS SHOW LOSS OF SUBSTITUTE PRODUCT AMONG DAYS WORK USERS, RETEST USING DIFFERENT FORMULATION (10% PA," AIR .CURED) WILL BE FIELDED IN MID'NOV, RESULTS MID-FEBRUARY, 5 SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING INCREASED LICORICE AS SUBSTITUTE FOR SACCHARIN, ACTION STANDARD IS PAR'iTY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, 515 11/27 -- TBD TD HAS DEVELOPED SUBSTITUTE PRODUCT, rI.AILED OUT 8/1 FOR EXTENDED USE TEST,

10/5/78 ) , ~URREN~ ICoM~IE"I'_ION D~_TEs PRE-MKT, TEST NAT'L D.EY~ TEST MKT, ~ 6 WORK HORSE .~_V.BSTITUTE ~RODUCT FOR CURRENT WORK HORSE UTILIZING POTASSIUM $ORBATE AND SORBIC ACID IN PLACE OF CURRENT MOLDINHIBITOR SYSTEM, ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG TOTAL SCRAP USERS, COMPLETED 1/22 -- TIeD INTERNAL TESTING INDICATES SAME OR BETTER SHELF LIFE AND STABILITYs MORE EFFECTIVE MOLD I~HIBITING QUALITIES' AN~ PARITY PREFERENCE AMONG COMPANY-WIDE PANEL, To BE MAILED TO NF0 PANEL I0/i~. 7 DAYS RORK SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING G-10 PLUG WRAPPER IN PLACE OF CURRENT WRAPPER CONTAINING IRON OXIDE" (NOT ON APPROVED MATERIALS LIST), ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, 3RD¸ COMPLETED ~T -- TBD TDHAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING NF0 MAIL-OUT PER PRIORITY, MAIL-OUT "PLANNED 2ND QTR, 1979

PRIORITY WINSTON FF TOBACC0_DEVELOPMENT PRIORITIES. (As OF 11/2/78 ) 50055h 9670 IMPRovED TASTS/L~i,I~ TAR PRODUCTS AT .L~)-±/ MG, TAR, 0PTIMAL.PER- FORMANCE STANDARDS'. CURRENT COMPLETION DA_TES_ PRE-MKT, TEST NAT'L ~ TE,ST MKT. ,I.EIEO. STATUS - SIGNIFICANT PREFER- ENCE VERSUS MARLBORO AMONG ALL NON-MEN- THOL SMOKERS.(EX- CLUDING ULTRA LOW TAR SMOKERS OF BRANDS CONT61NING 5MG TAR OR LESS), - PREFERENCE VERSUS CURRENT WINSTON AND MARLBORO.AMONG WINSTON SMOKERS, A) KING: 2687 SERIES. (2 BLENDS) COMPL 12/22 2687'- ADDITIONAL TEST- ING TO BE DONE ON MOD- IFIED WINSTON BLEND WITH ~ND WITHOUT TOP DRESSING, RODUCT BEING MADE FOR MAILOUT 1U/51, TD HAS BEGUN ACCELERATED AGING TESTS OF PRODUCT WITHOUT TOP DRESSING,. .WITH TOP DRESSING AND OF CURRENT WINSTON, TO HAVE ACTIONABLE RESULTS CON- CURRENT WITH PRODUCT TEST RESULTS,

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 11/2/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L ~ TEST MKT, JILT~ 500 ~,~ 9671 STATUS B) 100's VOLUME IMPORTANCE_: COST IMPLICATIONS: ADDITIONAL DEVELOPMenT WORK BEING DONE BY |U BUT PRIORITY IS BEING ~LACED ON TIIE MODIFIED INSTON PROJECT, 11/10 3/12/79 +i,2 BILLION UNITS/YEAR 85- TBD ]~Q_0_LE- 2526-C (A BLEND WHICH DID NOT MEET ALL ACTION STANDARDS BUT WAS. IMPROVEMENT OVE~ CURRENT PRODUCT) WAS INTRODUCE~ INTO ~HIPMENT TEST MID-APRIL,' UNE NEW CANDIDATE DEVELOPED FOR NF0 MAIL-OUT 1/8/79. 0~- MODERATE COST INCREASE ESTIMATED BASED ON PRELIMINARY DATA,_ DIRM COSTS TO BE AVAILABLE PRIOR TO RECEIPT OF NF0 RESULTS,

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 11/2/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV~_ TEST MKT, INTRO 50055 9672 STATUS 2 DORAL 5 MG FiLTER"& MENTHOL PRODUCTS USING CURRENT PLASTIC FILTER AND DELIVERING T~STE SUPERIOR TO /RUE, A) FILTER COMPL 12/8 B) MENTHOL COMPL 11/17 - VOLUME IMPORTANCE: COST IMPLICATIONS: +1.0 BILLION UNITS/YEAR TBD 2/5/79 2/5/79 EI.LT.E]Z- CANDIDATES ~AVE BEEN MAI~'Eg-~IO NF0, ,INAL RESULT.S ON b CAN- DIDATES DUE ~1/24 WITH 4TH CANDIDATE ON 12/8, I~~- Two PR~S~Y, TESTED PRODUCTS tZ~H)-A AND 2609-B) AND ONE NEW CANDIDATE THROUGH NF0 AND ONE CANDIDATE APPEARS TO MEET MINI- MUM ACTION STANDARD BASED ON TOP-LINES, ~0TE: MANUFACTURING TEST WILL BE CONDUCTED CONCURRENT WITH NF0 TESTING TO VERIFY TAR DELIVERY,

PRIORITY ~ 3 VANTAGE _TOBACCO DEVELOPMENT PRIORITIES (As OF 11/2/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L ~ TEST ~ INTRO STATUS ~J~~.85MM.AND 100MM MG, TAR WITH.OVERA~L PREFERENCE TO IRUE, KENT GL AMONG VANTAGE AND TARGET LOW-TAR SMOKERS, A) 8SMM FILTER (SCS-111 FILTER) B) 85MM FILTER (CON- VENTIONAL ESTRON FILTER) COMPL ii/I0 TAR SPECIFISATIONS REVISED TO b MG, FROM 5-6 MG, RANGE, COMPL 8/79\ ~- TEST MAR- KET TO BEGIN 4/79,. 1/18/79-~.18/791.~0/79 CONV., FILTER - .'[E~T .,,# MARKET TO BEGIN 4/79. C) 100MM (SC~-III & CONV, TBD FILTERS) "^^IUUM~ - BRAND GROUP PRE- PARING DEVELOPMENT RE- QUEST, VOLUME IMPORTANCE: TBD COSTS IMPLICATIONS: VERSUS PARENT (CURRENT PRODUCT) SAM SCS-111 ESTIMATED TO COST ~,18/M LESS, CONVENTIONAL ESTRON FILTER COSTS TBD,

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PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 1112/78 ) CURRENT COMPLETION DATES PRE-MKT. TEST NAT'L DEV, TEST MKT. INTRO STATU~; 5 SALEM FF 16 MG TAR 100'S PRODUCT AT PARITY OR BETTER TO CURRENT S i00's AMONG SALEM AND ALL OTHER FF MENTHOL SMOKERS ON OVERALL RATING WITH SUPERIORITY IN TERMS OF SMOOTHNESS AND MILDNESS. A) ORIGINAL PROTOTYPE (2692) B) REVISED PROTOTYPE COMPL 215179 TBD 3179 TBD ONE CANDIDATE ACHIEVED PARITY TO CURRENT SALEM 100's AMONG SALEM SMOKERS ANDWAS PREFERRED TO KOOL 100'S BY NoN-Ko0~ COMPETITIVE SMOKERS, ADDITIONAL TESTING (PAIRED) VERSUS CURRENT SALEM 100's AMONG COMPETITIVE SMOKERS TO BE DONE TO CONFIRM IF PRODUCT MEETS ACTION STANDARDS. CON- CURRENTLY |U DEVELOPING IMPROVEDPRODUCTS TO BE READY FOR TESTING IST QTR,, 1979, USING BOTH ESP AND MECHAN- ICALLY PERFORATED TIP- PING. VOLUME IMPORTANCE: +450 MILLION UNITS/YEAR COST IMPLICATIONS:, TBD

TOBACCO DEVELOPMENT PRIORITIES (As OF 11/2/78) PRIORITy 6 VANTAGE 9. MG TAR VANTAGE LINE (85 FILTER & MENTHOL, 1NS'S FILTER) USING SCS-III FILTER AND CORRECTING TASTE DEFICIENCIES WHERE NEEDED, UPTIMAL STANDARDS ARE: - SUPERIORITY_TO COMPARABLE MERIT, KENT GL PRODUCTS AMONG FF AND HI- YI SMOKERS, CURRENT COMPLETION DATES .PRE-MKT, TEST NAT'L ~ TEST ~ ]NT~O - PARITY OR BETTER TO CURRENT VANTAGE .. AMONG .ANTAGE SMOKERS, .A) 85MM FILTER (2647) 85MM MENTHOL COMPL 11/17 6/79 7/79 12/4 3/16/..79 TBD B) 100MM FILTER VoLuME IMPORTANCE: COST IMPLICATIONS : COMPL 2/12 TBD +1.0 BILLION UNITS/YEAR 85 FILTER COST SAVINGS IS $,11/M. 85 MENTHOL & 100MM FILTER COSTS TBD, ~- CANDIDATES MAILED TO NF0 10/5, 85 M- CANDIDATES B~I.I~6 DEVELOPED FOR T R E NFD i~2~/~9. ~IAILOUT 100'S - CANDIDATES BEING DEVELOPED FOR NF0 MAILOUT 1/~/79, DELAY IN TEST MAIL- OUT DO TO NUMBER OF HIGHER PRIORITY PRO- DUCTS BEING MADE FOR PRODUCT TESTING,

PRIORITY TOBACC0_DEVELOPMENT PRIORITIE.$ (As oF 11/2/78 ) CURRENT COMPLET I ON _DATF=S.. • PRE-MKT, TEST NAT'L ~ TEST F~KT. J.KIEO_ 50 d',5 _=; 9 6"/'~ STATUS 7 REAL/ CAMEL LIGHTS - FRESH - 3-MONTH OLD SHELF LiFE IMPROVEMENT COMPL 1/8 TBD (MEN) 2/5 (NON-MEN) COMPL 4/16/79 TBD NON-MENTHOL PRODUCT BEING MADE FOR 12/4 MAIL-OUT (FRESH) AND 2/26 (3 MO. OLD), MENTHOL PRODUCT BEING TESTED AS SB, - DEVELOPMENT WORK IN- CLUDES THE USE OF ARTIFICIAL INGREDI- DENTS ON REAL, VOLUME IMPORTANCF: TBD COST IMPLICATIONS: TBD

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TOBACCO DEVELOPMENT PRIORITIES PRIORITY 10 NOW (As OF iI/217~) IMPROVED FILTER PRODUCT AT .7 MG TAR~WITH PRE- FERENC~ V~. %ARLTON, AMONG MI-DI SMOKERS. CURRENT COMPLETION DATES_ • PRE-MKT. TEST NAT'L DEV. TE~T ~ ~ 12/14 TBD STATUS TD REQUEST APPROVED ~AFCING PRIORITY ON A I LTER PRODUCT AND SECONDARILY A CONVEN- TIONAL ESTRON FILTER. 11 MORE VOLUME IMPORTANCE : COST IMPLICATIONS: +175 MIILLION UNITS/YEAR TBD. No DIFFERENCE ANTICIPATED ON TC FILTER PRODUCT, IMPROVED/LOWERED TAR 5/79 FILTER AND MENTHOL PRODUCTS - AT 18 MG TAR OR LESS, WHICH CORRECT IDENTIFIED DEFICIENCIES AND USES EXTENDED FILTER PLUG ~OR COST SAVINGS. • ERFORMANCE-STANDARDS ARE PARITY VS. CURRENT PRODUCT AMONG MORE..SMOKER, PRE- FERENCE VS, CURRENT PRODUCT AMONG ~00MM FULL FLAVOR SMOKERS' ESP, 25-49 TARGET). " VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD NEW CONSOLIDATED DEVELOPMENT REQUEST HAS BEEN APPROVED AND DEVELOPMENT UNDERWAY. $,07/M REDUCTION IN COST FROM CURRENT PRODUCT,

PRIORITY 12 SALEM LIGHTS TOBACCO DEVELOPMENT PRIORITIES (As OF 1,1/2/78 ) ' CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L ~ TEST ~ IEIE0_ IMPROVED CURRENT LT,. II](]'S AT ExIsi'ING MGS TAR WITH INCREASE~D FLAVOR, EAS I ER.. DRAW, .U~TI MAL STANDARDS ARE; 4/79 TBD 50055 9681 STATUS ORIGINAL PRODUCT MADE FOR NF0 MAILOUT DID NOT MEET SPECIFICATIONS, ADDITIONAL DEVELOPMENT UNDERWAY, - PREFERENCE VS, CURRENT PRODUCT AMONG CURRENT SMOKERS, - PREFERENCE VS, KOOL SUPER LT, LONGS AMONG ALL SALEM 100MM SMOKERS (FF & LTS,) - PARITY OR BETTER VS, ~RRL AMONG COMPETITIVE UUMM MENTHOL SMOKERS, VOLUME IMPORTANCE: +150 MILLION UNITS/YEAR 13 COST IMPLICATIONS: NONE CAMEL F IMPROVED PRODUCT SIGNIFICANT PREFERENCE VERSUS mARLBORO AMONG ALL MALE 85MM NON-MENTHOL SMOKERS (EXCLUDING ULTRA ~OWTAR SMOKERS) AND AMONG AMEL FILTER SMOKER, AND PARITY OR BETTER OVER-CUR- RENT CAMEL FILTER AMONG ~M~ FILTER SMOKERS AT ~)-~/ MG, TAR, VOLUME IMPORfANCE: COST IMPLICATIONS: COMPL +100 MILLION UNITS/YEAR NONE TBD TBD WINSTON A DID NOT MEET ACTION STANDARDS, 2525C TO BE TESTED BUT TIMING IS IBD,

PRIORiTY $00S5 9682 TOBACCO DEVELOPMENT PRIORITIES (As OF 11/2/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO STATUS 14 CAMEL R LOWERED TAR PRODUCT AT PARITY TO CURRENT PRO- DUCT AMONG CAMEL SMOKERS AT 21 MG, TAR LEVEL, 4/79 TBD CANDIDATES WERE DE- VELOPED FOR 11/3 ~VAILABILITY TO BRAND, HILE INTERNAL PANEL RESULTS LQ~K SATIS- FACTORY, IU RECOMMENDS FURTHER INTERNAL TEST- ING, VOLUME IMPORTANCE: NONE COST IMPLICATIONS: ~ARGINALCOST REDUCTION ANTICIPATED, IRM COSTS AVAILABLEPRIOR TO RECEIPT oFNF0 RESULTS,

1 MST DESCRiPtiON MILD SMOKING PIPg TOBACCO PRODUCT WHICH IS COMPETITIVE IN SMOKING CHARACTERISTICS (MILDNESS, TASTE, AROMA) WITH THE LEADING AND GROWING IMPORTED AND DOMESTIC BRANDS, ACTION STANDARD IS SIGNIFICANT PREFERENCE VS, BORKUM RIFF WHISKEY AMONG TASTE/FLAVOR SMOKERS AND SMOKERS UNDER 35 YEARS OF AGE; PARITY OR BETTER VS, B, R',' WHISKEY AMONG ALL OTHER PIPE SMOKERS, (As OF1112178 ) CURRENT COMPLETION DATE~ PRE-MKT, TEST NAT'L ~ TE~I" ~ ~ A, MST vs. B. RIFF B, MST vs, CAPT, BLACK 6120 7110 RETEST 2ND QTR. 1ST Q, 1119179 1979 1980 2ND QTR, 1ST Q, 10/26 1979 1980 50055 9683 STATU~ TD HAS DEVELOPED AN MST CANDIDATE. NF0 TEST RESULTS SHOWED THAT MST RATED PARITY ON A STATISTICAL BASIS VS. BORKUM RIFF AMONG S~ALL SAMPLE OF PRIME PROSPECT~ (35 AND UNDER, TASTE/FLAVOR SMOKERS) AND TOTAL SMOKERS. HOWEVER ON ABSOLUTE BASIS, MST WAS PREFERRED INDICATING HIGH - PROBABILITY THAT WITH A LARGER SAMPLE OF KEY SMOKER GROUPS, MST WOULD ATTAIN SIGNIFICANT PREFERENCE. RETEST AMONG BOOSTE~ SAMPLE OF PRIME "" PROSPECT SMOKERS SCHEDULED FOR FIELDING iI18/78,

PAF DESCRIPTION (As OFl112/78 ) .~ CURRENT CdMPLETION DATES PRE-MKT. TEST NAT'L DEV. TEST ~ ~ PRINCE ALBERT AROMATIC LINE PRODUCT WHICH DELIVERS MILD, SMOOTH SMOKING CHARACTERISTICS BUT RICH, TOBACCO TASTE AND PLEASANT, LIGHT AROMA. ABSENCE OF BITE IS ESSENTIAL. ACTION STANDARD IS SIGNIFICANT PREFERENCE OVER SWR AROMATIC AMONG NON-AROmATIC SMOKERS AND SMOKERS 35+ IN AGEj PARITY OR PREFERENCE VS, SWR ALT,#I 5/8" ALT.#2 ALT.//3 7/10 10/27 10/27 10/18 1ST tlALF 1980 1ST HALF 1980 1ST HALF 1980 TBD TBD TBD AROMATIC AMONG ALL OTHER SMOKERS, 50055 968~ STATUS TD HAS DEVELOPED 3 PAF AROMATIC CANDIDATES, IIF0 REPORTS SHOW THAT ALL THREE ALTERNATIVES FAILED TO MEET ACTION STANDARDS, BRA~D/TD/' ~RD ANALYZING TEST RESULTS TO DETERMINE NEXT STEPS FOR REDEVELOPMENT.

PR ~ ORI TY 3 DEscR~PTioN tlOIST SNUFF ~.~ - TWO'PRODUCTS (FLAVORED/NON-FLAVORED) WHICH HAVE TASTEj APPEARANCE AND CUT SIMILAR TO LEADING MOIST SNUFF BRANDS, ACTION STANDARD IS SUPERIOR RATING VS, COPENHAGEN (NON- FLAVORED) AND SKOAL (FLAVORED) AMONG MALE CHEWERS 35-49 AND 25-49 RESPECTIVELY, (As-oF 11/2/78 ) ,. ~' CURRENT cC~MPLETION DA:I'ES_ PRE-MKT, TEST NAT'L DEV. TE~T ~ ~ TBD TBD TBD TBD PACKAGING - PACKAGE WHICH IN BASIC SlZE IS SIMILAR TO CURRENT MOIST SNUFF PRODUCTS BUT WHICH OFFER ADVANTAGES IN SHAPEj CLOSURE AND MATERIALS UTILIZED, ACTION STANDARD IS SUPERIOR RATING VERSUS CURRENT MOIST SNUFF PACKAGING IN TERMS OF FRESHNESS RETENTION AND FUNCTIONAL USE, 2/19 TBD TBD 50055 9685 STATUS FINAL RESULTS OF DIRECT COPENHAGEN AND SKOAL COMPETITOR PRODUCTS SHOWED SIGNIFICANT LOSS FOR BOTH RJR PRODUCTS, TD IS "CURRENTLY REFORMULATING CANDI- DATES UTILIZING A NEWLY CONSTRUCTED DEVELOPMENT PANEL, TIMING FOR COMPLETION OF SUCCESSFUL FIF0 TEST NOT CURRENTLY DETERMIN-. ED, MOLD-FORMED SAMPLES AVAILABLE DEC, TEST OF ALTERNATIVE STRUCTURES/CLOSURES ~CHEDULED FOR JANUARY,

PRIORITy DAYS WORK (As oF 11/2/78 SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING 10~ PENNSYLVANIA AIR-CURED TOBACCO IN PLACE OF ONE SUCKER TOBACCO WHICH IS IN SHORT SUPPLY, ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, CURRENI~ COMPLETION DATEs PRE-MKT, TEST NAT'L D_E.V_,.' TEST MKT. INTRQ 11120 2112 -- 7179 500 55 9686 I'~AILOUT SCHEDULED 11/20. RESULTS 2/12. 5 SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING INCREASED LICORICE AS SUBSTITUTE FOR SACCHARIN, ACTION STANDARD IS PAR'ITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS, 515 11/27 -- TBD IN FIELD. FINAL REPORT 11/27,

DESCRIPTION (As oF 1112178 ) , CURRENT COMPLETION DA~FE$~ PRE-MKT, TEST NAT'L DEV, TEST ~ ~LT.EQ. 50055 9(;87 STATUS 6 WORK HORSE SUBSTITUTE ~RODUCT FOR CURRENT WORK HORSE UTILIZING POTASSIUM SORBATE AND SORBIC ACID IN PLACE OF CURRENT MOLD INHIBITOR SYSTEM. ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG T~TAL SCRAP USERS. COMPLETED 1/22 -- TBD INTERNAL TESTING 'INDICATES SAME OR BETTER SHELF LIFE AND STABILITY, MORE EFFECTIVE MOLD INHIBITING QUALITIES AN~ PARITY PREFERENCE AMONG COMPANY-WIDE " PANEL. To BE MAILED TO NF0 PANEL 10/30, 7 DAYS WORK SUBSTITUTE PRODUCT FOR CURRENT DAYS WORK UTILIZING G-10 PLUG WRAPPER IN PLACE OF CURRENT WRAPPER CONTAINING IRON OXIDE" (NOT ON APPROVED MATERIALS LIST), ACTION STANDARD IS PARITY WITH CURRENT PRODUCT AMONG DAYS WORK USERS. 3RD.. COMPLETED QTR. -- TBD 1979 TD HAS DEVELOPED SUBSTITUTE PRODUCT, CURRENTLY AWAITING NF0 MAIL-OUT PER PRIORITY, MAIL-OUT 'PLANNED 2ND 0TR. 1979,

TOB-/~CCO-DEVELOPMENT P R i 0 R ! T ! ES (As OF I-4-79 CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEv. TEST INTRO 50055 969tI STATUS 1 WINSTON FF IMPROVED TASTE/LOWERED TAR PRODUC]~S AS 15-17 MG, TAR, UPTIMAL PER- FOR~.t~NCE STANDARDS.' - SIGNIFICANT ~REFER-" ENCE VERSUS MARLBORO AMONG ALL NON-MEN- THOL SMOKERS (EX- CLUDING ULTRA LOW TAR SMOKERS OF BRANDS CONTAINING ~ MG, TAR OR LESS), - PREFERENCE VERSUS CURRENT WINSTON AND ~I ~8~0 AMONG SMOKERS, A) KING.' i)~87.SERI{S • ~./.BLENDS) 2) SERIES kl CeMPL COMPL COMPL 3/26 COMPL TBJ TBD TBD TBD TBD COMPLETED, RESULTS NEGATIVE. SERIES CAN- CELLED, SHIPMENT TEST BEGAN 11/77, RESULTS TO DATE NO CHANGE FROM CURRENT TREND, .. A BLE.N.D BEING RETESTED WITH 2% MORE TOBACCO MAI LOUT 1/15, MARKETING TO RECOMMEND SHIPMENT TEST W/O i/~.

TOBACCO DEVELOPMENT PRIORITIES (As OF 1-4-79 ) CURRENT COMPLETION_ DATES PRE-MKT, TEST NAT'L DEV, " TEST MKT. INTRO 50055 ~695 • . STATUS 4) SERIES CFXI7 COMPL, .3/26 CFX17 COMPL, 3/26 MODIFIED 5) NEW CANDIDATES 2/79 TBD B) 100's: 1) W100X COMPL. 4/2 2) NEw CANDIDATE 4/2 7/30 C) Box TBD _~OLUME IMPORTANCE: +1/2 BILLION UNITS/YEAR COST IMPLICATIONS: 85- TBD ID_0_C.E - TBD TBD TBD TBD .TBD TBD TBD MAILOUT 1/15, MAILOUT 1/15, 3 PROTOTYPES BEING DEVELOPED, ]JZO.LE- 2526-C (A BLEND WHICH DID NOT MEET~ ALL ACTION STANDARDS BUT WAS IMPROVE~ OVER CURRENT PRODUCT) WAS IN- TRODUCED INTO SHIPMENT TEST MID-APRIL,.WI00X BEING RETESTED AND. A NEW CANDIDATE ALSO BEING DEVELOPED,

PR I ORITY 2 VANTAGE TOBACCO DEVELOPMENT PRIORITIES (As OF 1-4-79) 50055 9696 ~.~85MM.AND 100MM ITH÷OVERA~L . PREFERENCE TO IRUE~ KENT GL AMONG VANTAGE AND ~ TARGET LOW-TAR SMOKERS, A) B5MM FILTER (SCS-111 FILTER) B) 85MM FILTER (Con- VENTIONAL ESTRON FILTER) C) 100MM (SC~-III & CONY. FILTERS) CURRENT COMPLETION DATES PRE-MKT. TEST NAT'L DEv.TEST ~ COMPL COMPL COMPL 1/26/79 7/79.i ' • 9/79 7/79 4/79 7/79 TBD STATUS TAR SPECIFICATIONS REVISED TO b MG. FROM 5-6 MG. RANGE. ~- TEST MAR- KET TO BEGIN 4/79. CONV., FILTER_- IeST MARKET TO BEGIN 4/79. ~DDM_J~- BRAND, MRD; TD AND I'~NUFACTURING MANAGE- MENT TO REVIEW DEVELOP- MENT SCHEDULE, }LOLUME IMPORTANCE: TBD Costs IMPLICATIONS: VERSU~ PARENT-(CURRENT PRODUCT) SAM SCS-111 ESTIMATED TO COST ~,18/M LESS, CONVENTIONAL ESTRON FILTER COSTS TBD. "I

50055 969? TOBACCO DEVELOPMENT PRIORITIES (As OF 1-4-79) PRIORITY BRAND DESCR I PT I ON CURRENT COMPLETION DATES P'RE-MKT~' IEsT NAT'L~ DEV. TEST MKT. INTRO. STATus 3 SB REAL MENTHOL AT 8-9 MG "TAR," AT LEAST PARITY vs. KooL KING• SALEM KING AND NEWPORT KING OVERALL• AND ON SATISFACTION AMONG SEGMENT B TYPE SMOKERS. COMP, MAR, • AUG, • 1979 1979 OCT, • 1979 -TEST PRODUCTS BEING PRE- PARED FOR MAILOUT, - CONCEPT/PRODUCT.TEST: FRESH REAL MENTHOL, SALEM LIGHTS WITHCORK TIP, SALEM LIGHTS WITH WHITE' TIP VS. CONCEPT. " FIELD - W/O 11/30Q • FINAL REPORT~- W/O 1/19. - MONADIC BLIND PRODUCT TEST: FREsHREAL MENTHOL, 3-MO. OLD REAE MENTHOL, 21MPROVED ' REAL MENTHOLS, KOOL KING, SALEMKING, NEWPORT KING, SALEM LIGHTS WITH CORK TIP, • FIELD - W/O 12/4, • FINALREPORT= W/O 1/29, - EXTENDED USE TEST: ' • FIELD - W/O 2/21, " FINAL REPORY - W/O 4/16, VOLUME IMPORTANCE: COST IMPLICATIONS: TBD TBD - TOTAL PROPOSITION TEST: • FIELD - w/ol/19. " FINAL REPORT - W/O 3/9, - LEGAL SUPPORT TEST: BLIND PAIRED COMPARISON -- SB vs. FAVORITE HIGH "TAR" MENTHOL. • FIELD - W/O i/1. • FINAL REPORT - W/O 2/26.

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 1-4-79 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT~ INTRO 50055 9698 STATICS 4 SALEM-FF 16 M~ TAR I00~ AT PARITY OR BETTER TO NT S 100'S AMONG MENTHOL SMOKERS ON OVERALL RATING WITH SUPERIORITY IN TERMS OF SMOOTHNESS AND MILDNESS. A) 0RIGINALPROTOTYPE. (2692) B) REVISED PROTOTYPE COMPL 2151Z9 TBD 3/Z9 TBD VOEUME I MPoR1;A~i~E: COST IMPLICATIoNs: +450 MILLION UNITs/YEAR TBD ONE CANDIDATE ACHIEVED PARITY TO CURRENT SALEM 100's AMONG SALEMSMOKERS AND WA S PREFERRED TO KOOL 100'S BY NON-KOOg COMPETITIVE SMOKERS. ADDITIONAL TESTING (PAIRED) VERSUS CURRENT SALEM 100's AMONG COMPETITIVE SMOKERS TO BE DONE TO CONFIRM IF PRODUCT MEETS ACTION STAndARDS, CON- CURRENTLV IU DEVELOPING IMPROVEDPRODUCTS TO BE READY FOR TEST.ING 1ST QTR,, 1979, IF NEEDED,

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TOBACCO DEVELOPMENT PRIORITIES (As oF i/4779 " ) CURRENT COMPLETION DATES PRE-MKT, TEST. NAT'L ~ TEST ~ INTRO 500 .';5 STATUS 7 CAM 100MM PRODUCT AT. 9 MG TAR RANGE (CORK TIPPED) WITH TASTE SUPERIORITY TO MERIT 100'S, MARLBORO LT, 100'S AMONG FF 100MM SMOKERS. AND PARITY OR BETTER VS, THESE BRANDS AMONG 100MM LOW TAR . SMOKERS, 3179 ' 5179 TBD 7/1/79 - DEVELOPMENT REQUEST HASBEEN REVISED TO SPECIFY 9 MG, TAR PER SEGMENTATION DATA, IT SHOULD BE NOTED THAT TIMING IS THE CRITICAL. ISSUE ON !HIS PROJECT AND IF TD MUST CHOOSE BETWEEN MEETING TIME- TABLE AND DEVELOPING PRODUCT AT 9 MG, VERSUS 9-11 MG, RANGE, TAR CAN.BE AS HIGH AS ii MG, VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD

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TOBACCO DEVELOPMENT PRIORITIES PRIORITy BR~D 10 MORE (As OF 1/4/79 .) CURRENT COMPLETION D/~I'ES PRE-MKT. TEST. NAT'L ~ TEST MKT, JJ~ LOWERED TAR FILTER &. MENTHOL PRODUCT~ -~ . CURRENT BLEND AT_21 MG, TAR OPTIMUM AND 22 MG. TAR MAXIMUM. , 50055 970 3 2112 4117 TBD TBD DEVELOPMENT ON SCHEDULE. il MORE IMPROVED/LOWERED TAR 5179 FILTER AND MENTHOL ~ - AT 18 MG TAR OR LESS, WHICH • CORRECT IDENTIFIED .. DEFICIENCIES .AND USES EXTENDED FILTER.PLUG . ~OR.COST SAVINGS. ERFORMANCESTANDARDS ARE. PARITY VS, CURRENT PRODUCT AMONG.MORE..SMOKER, PRE-.. FERENCE VS, CURRENT. PRODUCT AMONG ~00MMFULL SMOKERS' FLAVOR ESP, 25-~9 TARGET). " VOLUME IMPORTANCE: TBD COST I~PLICATIONS: 9/79 5/80 7/80 $.07/M REDUCTION IN COST FROM CURRENT PRODUCT, DEVELOPMENT UNDERWAY.

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 114/79 ) CURRENT COMPLETION DATES. PRE-MKT, TEST. NAT'L DE.Y.,. " TEST MKT,. INTRO 500 55 97011 STATUS ~.ALEM I GHTS IMPROVED CURRENT LT, IOU'S AT EXISTING MGS, TAR WITH INCREASED FLAVOR, EASIER DRAW, OPTIMAL STANDARDS ARE: - PREFERENCE VS, CURRENT PRODUCT AMONG CURRENT SMOKERS, - PREFERENCE VS, KOOL SUPPER LT, LONGS AMONG ALL SALEM 100MM SMOKERS (FF & LTS,) - PARITY OR BETTER. VS, KOOL AMONG COMPETITIVE 100MM MENTHOL. SMOKERS, YOLUME IMPORTANCE: +150 MILLION UNITS/YEAR COST IMPLICATIONS: NONE BRAND TO SUBMIT RE-, COMMENDATION BASED ON LATEST TEST RESULTS ISSUED I/3, 13 SALEM .Box AT ,16 MG, TAR 2/79 FF. 4/79 TD DEVELOPING PRODUCT WHICH IS 1/2 MG, TAR ~ESS THAN CURRENT WHICH ROUNDS NOW TO 17 MG,) ASSUMING TAR REDUCTION IS ~/~ MG, OR LESS NO PRODUCT TESTING IS PLANNED, VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD

14 TOBACCO DEVELOPMENT PRIORITIES (As oF 1/4/79) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L D.EYj. TEST MKT, J/~ CAMEL F IMPROVED PRODUCT SIGNIFICANT PREFERENCE VERSUS MARLBORO AMONG ALL MALE 85MM NON-MEN- THOL SMOKERS (EXCLUD- ING ULTRA LOW TAR SMO- KERS) AND AMONG CAMEL FILTER SMOKERS, AND PARITY OR BETTER OVER- CURRENT CAMEL FILTER AMONG CAMEL FILTER SMOKERS AT 15-17 MG, TAR, 2/79 6/79 TBD VOLUME IMPORTANCE: COST IMPLICATIONS: +100 MILLION UNITS/YEAR NONE STATUS TD DEVELOPING NEW CAN- DIDATES FOR 4/79 NF0 MA I L-OUT, 15 ~INSTON I GHTS 85MM ~ 100MM_- PRODUCT WHICH MAINTAIN SUPE- RIORITY BY OPTIMIZING CONSUMER APPEAL RE: TAR & TASTE SAME TASTE AT LOWER TAR OR IMPROVED TASTE AT CURRENT TAR LEVEL), - 85MM - 100MM VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD COMPL TBD TBD BRAND ]~.O. SUBMIT RE- VISEDI]] REQUEST,

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PRIORITY 1 WINSTON FF TOBACCO DEVELOPMENT PRIORITIES (As OF 1_I~/78 ) CURRENT COmpLETION DATES PRE-MKT. TEST NAT'L Dgy_.,_., TEST MKT, INTRO IMPROVED TASTE/LOWERED TAR PRODUC~[S AS 15-17 MG, TAR, UPTIMAL PER- FORMANCE STANDARDS : - SIGNIFICANT PREFER-" ENCE VERSUS MARLBORO AMONG ALL NON-MEN- THOL SMOKERS (EX- CLUDING ULTRA LOW TAR SMOKERS OF BRANDS CONTAINING ~ MG, TAR OR LESS), - PREFERENCE VERSUS CURRENT WINSTON AND ~ARLBORO AMONG INSTON SMOKERS, A) KING: 2687 SERIES (2 BLENDS) COMPL 12/22 STATUS TO2~F~ PRODUCT MAILED 10/31. TD HAS BEGUN ACCELER- ATED AGING TESTS OF PRODUCT WITHOUT TOP DRESSING, WITH TOP DRESSING AND OF CUR- RENT WINST0=~, TO HAVE ACTIONABLE RESULTS CON- CURRENT WITH PRODUCT TEST RESULTS.

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As OF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT. TEST NAT'L DEv, TEST MKT. INTRO STATUS B) 100's: WIOOX COMPL, 4/2 NEW CANDIDATE 3/1 7/30 C) Box TBD ADDITIONAL DEVELOPMenT WORK BEING DONE BY IU. BUT PRIORITY IS BEING PLACED ON THE MODIFIED WINSTON PROJECT, 100's- 2526-C (A BLEND WHICH DID NOT MEET ALL ACTION STANDARDS BUT WAS IMPROVE~ OVER CURRENT PRODUCT) WAS INTRODUCED ANTO SHIPMENT TEST MID- PRIL, WIUUX BEING RE- TESTED AND A NEW CAN- DIDATE ALSO BEING DE- VELOPED, VOLUME IMPORTANCE: +i,2 BILLION UNITS/YEAR COST IMPLICATIONS: 85- TBD ~- TBD ~ ~ LL6 SSOOS

PRIORITY 2 VANTAGE TOBACCO DEV_ELOPMENT PRIORITIES (As OF 11/30/78 ) ~. 85MM.AND 100MM b MG, TAR WITH~.OVERA~,L PREFERENCE TO IRUE~ kENT GL AMONG VANTAGE AND TARGET LOW-TAR SMOKERS, A) 85MM FILTER (SCS-111 FILTER) B) 85MM FILTER (CoN- VENTIONAL ESTRON FILTER) C) 100MM (SC~-III & CONy. F I LTE RS) CURRENT COMPLETION DATES_ PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO COMPL COMPL COMPL 1/26/79 STATUS TAR SPECIFI~;ATIONS REVISED TO b MG, FROM 5-6 MG, RANGE, 8/79\ E_CS_CIB_:J.I~- TEST MAR: KET TO BEGIN 4/79, -L~8/79.~±0/79 CO.NV., FILTER.- IEST MARKET TO BEGIN 4/79, 6/79 9/79 TBD ~ - BRAND GROUP PRE- PARING RECOMMENDATION FOR MANAGEMENT ON THE INTRODUCTION OF THE 100MM VERSUS THE 85MM. VOLUME IMPORTANCE: TBD COSTS IMPLICATI~)~$: VERSU~ PARENT (CURRENT PRODUCT) SAM SCS-111 ESTIMATED TO COST ~,,18/M LESS, CONVENTIONAL ESTRON FILTER COSTS TBD,

TOBACCO DEVELOPMENT PRIORITIES (As OF 11/30/78) PRIORITY BRAND 3 SB DESCRIPTION REAL MENTHOL AT 8-9 MG "TAR." AT LEAST PARITY vs, KooL KING, SALEM KING AND NEWPORT KING OVERALL, AND ON SATISFACTION AMONG SEGMENT B TYPE SMOKERS. VOLUME IMPORTANCE: COST IMPLICATIONS: CURRENT COMPLETION DATES PRE-:~IKT. IEST NAT'L. DEV. TEST MKT. INTRO. COMP, MAR., AUG., OCT,, 1979 1979 1979 TBD TBD STATUS -TEST PRODUCTS BEING PRE- PARED FOR MAILOUT, - CONCEPT/PRODUCT TEST: FRESH REAL MENTHOL, SALEM LIGHTS WITH CORK TIP, SALEM LIGHTS WITH WHITE TIP VS, CONCEPT. • FIELD - W/O 11/30. • FINAL REPORT - W/O 1/19. - MONADIC BLIND PRODUCT TEST: FRESH REAL MENTHOL, 3-MO. OLD REAL MENTHOL, 2 IMPROVED REAL MENTHOLS, KooL KING, SALEM KING, NEWPORT KING, SALEM LIGHTS WITH CORK TIP. • FIELD - W/O IP/q. • FI NAtL"REPORT - W/O 1/29. - EXTENDED USE TEST: • FIELD - W/O 2/21. " FINAL REPOR'I: - W/O 4/16, - TOTAL PROPOSITION TEST: • FIELD - W/O 1/19. • FINAL REPORT - W/O 3/7. - LEGAL SUPPORT TEST: BLIND PAIRED COMPARISON -- SB vs, FAVORITE HIGH "TAR" MENTHOL. " FIELD - w/oi/1. • FINAL REPORT - W/O 2/26.

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As oF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L D.~ TEST MKT. INTRO 4 SALEM FF 16 MG TAR 100'S PRODUCT AT PARIT~ OR BETTER TO CURRENT ~ 100'S AMONG SALEM AND ALL OTHER FF MENTHOL SMOKERS ON OVERALL RATING WITH SUPERIORITY IN TERMS OF SMOOTHNESS AND MILDNESS, A) ORIGINAL PROTOTYPE (2692) B) REVISED PROTOTYPE COMPL 2/5/79 TBD 3/79 TBD ONE CANDIDATE ACHIEVED SALEM SMOKERS ANDWAS PREFERRED TO KOOL 100's BY NoN-Koov COMPETITIVE SMOKERS, ADDITIONAL TESTING (PAIRED) VERSUS CURRENT SALEM 100's AMONG COMPETITIVE SMOKERS TO BE DONE TO CONFIRM IF PRODUCT MEETS ACTION SIA~DARDS, CON- CURRENTLY IU DEVELOPING IMPROVEDPRODUCTS TO BE READY FOR TESTING 1ST QTR,, 1979, IF NEEDED, VOLUME IMPoRI~ANCE: COST IMPLICATIONS: +450 MILLION UNITS/YEAR TBD

PRIORITY 5 VANTAGE TOBACCO DEVELOPMENT PRIORITIES (As oF 1)13017 9 MG TAR VA~EIA~F._LmE (G5.FILTER & MENTHOL, FILTER AND CORRECTING TASTE DEFICIENCIES WHERE NEEDED,.UPTIMAL STANDARDS ARE: - SUPERIORITY. TO COMPARABLE MERIT, KENT GL PRODUCTS ~MONG FF AND HI- ~I SMOKERS. - PARITY OR BETTER TO CURRENT VANTAGE . AMONG VANTAGE SMOKERS. A) 85MM FILTER (2647) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT, ~ COMPL COMPL 6/79 7/79 85MM MENTHOL 12/4 3/13/79 TBD B) 100MM FILTER COMPL 2/12 TBD VOLUME IMPORTANCE: +1.0 BILLION UNITS/YEAR COST IMPLICATIONS: 85 FILTER COST SAVINGS IS $.11/M. 85 MENTHOL & 100MM FILTER COSTS TBD. STATUS 8~ F- BRAND TO SUBMIT RECOMMEN- DATION TO MGMT. w/o 12/4. ~SM - CANDIDATES BEING DEVELOPED FOR TARGET NF0 MAILOUT 1/29/19. ~L0_(~LE- CANDIDATES BEING DEVELOPED EOR NF0 MAILOUT 1/8/~9.

PRIORITY TOBACC0~D~ELOPMENT PRIORITIES (As OF 11/30/78) CURRENT CQMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO STATUS 6 REAL/ CAMEL LIGHTS - FRESH - 3-MONTH OLD SHELF LiFE IMPROVEMENT COMPL COMPL 1/29 TBD (MEN) 2/5 (NoN-MEN) 4/16/79 TBD - NON-MENTHOL PRODUCT BEING MADE FOR 12/4 MAIL-O~T (~RESH) . ~ND~/5. (3 MO, OLD), MENTHOL PRODUCT BEING TESTED AS SB, - DEVELOPMENT HORK IN- CLUDES THE USE OF ART I F I C I AL INGREDI- DENTS ON REAL, VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD 6LL6 5~00~

PRIORITY TOBACCODEVELOPMENT PRIORITIES (As oF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT. INTRO STATUS 7 CAMEL LIGHTS 100MM PRODUCTIAT 9 MG TAR RANGE (CORK TIPPED) .WITH TASTE SUPERIORITY TO ~ERIT 180'S, MARLBORO LT, 1 O's AMONG FF 100MM SMOKERS AND PARITY OR BETTER VS, THESE BRANDS AMONG 100MM LOW TAR SMOKERS, 1/2/79 5/15/79" TBD 7/1/79 - DEVELOPMENT REQUEST HASBEEN REVISED TO SPECIFY 9 MG, TAR PER SEGMENTATION DATA, IT SHOULD BE NOTED THAT TIMING IS THE CRITICAL ISSUE ON I~IS PROJECT AND IF|~ MUST CHOOSE BETWEEN MEETING TIME- TABLE AND DEVELOPING PRODUCT AT ~ MG, VERSUS 9-11 MG, RANGE, TAR CAN BE AS HIGH AS 11 MG, - PRODUCT DEVELOPMENT IS TIMED TO PERMIT 1/22/79" MAIL-OUT FROM NF0 VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD OZ;L~ ~00~

PRIORITY 8 9 BRAND VANTAGE TOBACCO DEVELOPMENT PRIORITIES (As OF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV. TEST MKT, ~ 100MM MENTHOL NEW PRODUCT 4/1 7/14 TBD VOLUME IMPORTANCE: +60 MILLION UNITS/YEAR COST IMPLICATIONS: TBD NOW 2 MG, CONVENTIONAL FILTER WITH PREFERENCE ~, CARLTON AMONG HI I SMOKERS, TBD VOLUME IMPORTANCE: TBD COST IMPLICATION: IMPROVED VS. TC BUT SPECIFIC COSTS TBD STATUS DEVELOPMENT WORK UNDERWAY, L~L6 ~00~

PRIORITY 10 MORE ]~.0BACC0 DEVELOPMENT PRIORITIES (As oF 11/30/78) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TE@T MKT. INTRO LOWERED TAR FILTER & MENTHOL PRODUCTS -. CURRENT BLEND AT' 21 MG, TAR OPT.IMUM AND 22 MG, TAR MAXIMUM, . TBD STATUS i1 MORE IMPROVED/~OWERED TAR 5/79 FILTER AND MENTHOL PRODUCTS - AT 18.MG TAR OR LESS, WHICH CORRECT IDENTIFIED ... DEFICIENCIES AND USES EXTENDED FILTER PLUG ~OR COST SAVINGS., • ERFORMANCE STANDARDS ARE PARITY VS. CURRENT PRODUCT AMONG MORE.SMOKER, PRE- FERENCE VS, CURRENT PRODUCT AMONG ~00MMFULL FLAVOR SMOKERS' ESP, 25-q9 TARGET), " VOLUME IMPORTANCE: TBD COST IMPLICATIONS: 9/79 ~EVEL~PMENT UNDERWAY, $.07/M REDUCTION IN COST FROM CURRENT PRODUCT, 005

PRIORITY TOBACCO DEVELOPMENT PRIORITIES (As oF 11/30/78 ) CURRENT COMPLETION DATES. PRE-MKT, TEST NAT'L DEV. TEST MKT, INTRO STATUS 12 SALEM LIGHTS ~MPROVED CURRENT LT, O0'S AT EXISTING MGS. TAR WITH INCREASED FLAVOR, EASIER'DRAW. OPTIMAL STANDARDS ARE: TBD - PREFERENCE VS. CURRENT PRODUCT AMONG CURRENT SMOKERS. - PREFERENCE VS. KooL SUPPER LT, LONGS AMONG ALL SALEM 100MM SMOKERS (FF & LTS,) - PARITY OR BETTER VS. KOOL AMONG COMPETITIVE 100MM MENTHOL SMOKERS, VOLUME IMPORTANCE: +150 MILLION UNITS/YEAR COST IMPLICATIONS: NONE ~RAND/T]] TO REVIEW PRO- JECT ON 12/1 RE: RECENT COMPETITIVE ~EST D~TA VS, KOOL UPER LIGHTS, 13 SALEM Box AT '16 MG, TAR 1/79 FF 3/29 TD DEVELOPING PRODUCT WHICH IS I/Z MG. TAR ~ESS THAN CURRENT WHICH ROUNDS NOW TO 17.MG,) ASSUMING TAR REDUCTION IS 1/Z MG, OR LESS NO PRODUCT TESTING IS PLANNED, VOLUME IMPORTANCE : COST IMPLICATIONS: TBD TBD £CL~ S~O0~

PRIORITY TOBACCO D~.YELOPMENT PRIORITIES (As OF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT, TEST NAT'L DEV, TEST MKT, INTRO 14 CAMEL F IMPROVED PRoDUcT 2/79 5/21 TBD SIGNIFICANT PREFERENCE VERSUS MARLBORO AMONG ALL MALE 85MM NON-MEN- THOL SMOKERS (EXCLUD- ING ULTRA LOW TAR SMO- KERS) AND AMONG CAMEL FILTER SMOKERS, AND PARITY OR BETTER OVER- CURRENT CAMEL FILTER AMONG CAMEL FILTER SMOKERS AT i5-i7 MG, TAR, VOLUME IMPORTANCE: +i00 MILLION UNITS/YEAR COST IMPLICATIONS: NONE TD DEVELOPING NEW CAN- DIDATES FOR MA I L-OUT, i5 ~INSTON I GHTS 85MM ~ 100MM - PRODUCT WHICH MAINTAIN SUPE- RIORITY BY OPTIMIZING. CONSUMER APPEAL RE: TAR & TASTE SAME TASTE AT LOWER TAR OR IMPROVED TASTE AT CURRENT TAR LEVEL), - 85MM - 100MM VOLUME IMPORTANCE: TBD COST IMPLICATIONS: TBD COMPL TBD TBD

TOBACCO DEVELOPMENT PRIORITIES (As oF 11/30/78 ) CURRENT COMPLETION DATES PRE-MKT. TEST NAT'L DEV. TEST MKT, INTRO STATUS 16 CAMEL R LOWERED TAR PRODUCT AT PARITY TO CURRENT PRO- DUCT AMONG CAMEL SMOKERS, AT 21 MG, TAR LEVEL, 4/79 8/79 VOLUME IMPORTANCE: COST IMPL!CATION@: NONE ~ARGINAL COST REDUCTION ANTICIPATED, IRM COSTS AVAILABLE PRIOR TO RECEIPT OF NF0 RESULTS, 17 VANTAGE CURRENT 85MM MENTHOL - WITH S(JS-||I FILTER COMPL 2/26 FILTER CONVERSION TO BE IMPLEMENTED NA- TIONALLY PENDING SATISFACTORY TEST RESULTS. 18 NOW .,7 MG. FILTER & I~ - WITH PRE- FERENCE VS, CARLTON AMONG HI-FI SMOKERS. TBD FILTER PRODUCT WILL BE DEVELOPED AND TESTED FIRST AND THEN TRANSLATED TO MENTHOL.

December 21, 1978 Mr. C. W. Fitzgerald, Jr. Re : MORE Tobacco Development Status Report December, 1978 18 m~_Improved MORE Products Glenda Cardwell Smith of Tobacco Development has informed the Brand Group that it is working toward development of various prototypes of an improved 18 mg product. TD has agreed to provide time estimates for prototype availability ' by February 19, 1979. If prototype examination before February 19 reveals tha~ the products do meet specifica- tion standards, pre-market testing could be completed by June, 1979. If, however, development objectives are not met by initial prototypes, completion of prototype development would not occur until at least May, 1979, with the following timetable in effect: Completion Dates Pre-Market Pro£otype Development Test Test Market National Introduction 5/79 9/79 5/80 7/80 Successful prototype development by March would result in the following timetable: Completion Dates Pre-Market Prototype Development Test Test Market National Introduction 3/79 6/79 2/80 4/80 Tar Reduction In an effort to reduce current tar levels of MORE from 24 mg to 21-22 mg, Tobacco Development is currently developing filter products having two rows of perforations for increased air dilution and re- su]ting tar reduction. Modified tipping paper of 1 row of perfora- tions proved unsuccessful, .as it resulted in a reduction of only .7 mg tar.

Mr. C. W. Fitzgerald, Jr. December 21, 1978 • "" Page 2 .2. m~ Tar Reduction (Cont.) TD will proceed to develop products to arrive at a 2 mg tar reduction to be available by January 22, 1979. Products are tentatively scheduled for NFO mail-out the week of January 22, 1979. If you have any questions, please advise. P. F. Knouse, Jr. PFK/kk co: Mr. E. M. Blackmer Ms. S. A. MacKinnon Ms. Emily C. Etzel

MORE ADVERTISING COPY PLAN Copy Objective To convince upscale smokers 25-49 that MORE complements the li£estyle of smokers who enjoy expressing t~eir individuality and sense of style• 2. Copy Strategy A. Focus of Sale HORE is the only 120MM, burnished brown, sllm cigarette. As such, it provides visual distinctiveness and unique smoking properties. It is avallable in both non-menthol and menthol, and appeals to upscale smokers 25-49. Prime Prospects Demographics • Males/Females • 25-49 years old • Upscale ($15M+) . • College-educated • White Collar • Blacks (12%) C. Benefits Geographlcs • City Size: 500M+ • Regions: Pacific, Mountain, West South Central, South Atlantic ~sychographlcs • "New Values" Smokers - Independent - Confident - Modern - Style Conscious • Consumer MORE is the only distinctive cigarette that enables smokers to express their indlvlduallty and sense of style• • Product Because of its extra length~ slimness and brown wrap, MORE provides smoker~ with a combination of benefits not found in any other cigarette - smooth, mild taste, a slower burn and the longest lasting smoke. • Psycho~oglcal Association with a stylish cigarette that is smoked by confident, upscale and emulatable indlvlduals as an extension of their personality• (continued)

MORE ADVERTISING COPY PLAN (continued) Do Support No other cigarette has MORE's unique combination of product attributes: - |20MM length - sllm 21MM circumference - burnished brown wrap - slow burn - smooth, mild taste - styl~shness Tone Contemporary, upscale, distlnctlve, individualistic.

Copy Plan a. Copy Development Alternative campaigns will be developed based on the modified copy strategy for testing against the "Current" Campaign. COP~ Pool and Rotation Rotate equally throughout the year. Ensure advertising freshness b~ maintaining sufficient copy pool. c. .Copy Testing ~Ongolng Test selected executions w~thln the "Current" Campaign format to m6nltor the continued communication ability of the campaign. New Campaign(s) Submit alternate campaigns developed against the modified copy strategy to ~npact and communications testing. Competitive Cop~ Strategy Review Benson & Hedges. Advertising for Benson & Hedges 100's and Lights is virtually Ident~l except for the reference to low"tar" in Lights executions. Copy Strategy To convince the target audience that Benson & Hedges is a long, stylish cigarette, and in the case of Lights, low in "tar" and nicotine. Target Audience , Sex -Males and females Age - 25-49 . Income - $]0M+ ~ey Consumer Benefits - lO0's Benson & Hedges 100's advertising highlights one tangible consumer benefit -- length -- and an intangible benefit -- stylishness. I The stylishness of the clga~ette is overly stated in the sub-headline quote • ~t~Beee~-e-S-~l llke your style" and reinforced by the use of stylish models and ~_~~~_ rrangements of the elegant gold and green packs.

- lO0~s Lights Same as 100's except primary emphasis is on the added tangible benefit of "low" tar. The word "lights" is displayed &n the bold headline and the "tar" level is indicated in a small caption. The only indication of length is o~ the pack• Tone and Manner Benson & Hedges adopts a direct, simple, casual and modern tone through the use of short, straightforward headlines, and casually dressed, contemporary models•. Executlonal TechnIRue Oversized packs dominate the page. A small inset photograph depicts young, modern males and/or females enjoying themselves in outdoor, contemporary situations (moped, frlsby, wlnd-surfer)• Brand St~le Philosophy Filter-and menthol styles are featured in all ads.

Line Extension Background The Post Positioning Study identified a significant group of MORE triers/rejectors who disliked the Brand on account of its configura- tion. To capitalize on this smoker segment and potentially broaden the size of the MORE franchise, the Brand Group requested MRD to develop concept positioning statements for - 85 mm, low tar, brown, slim cigarette - 85 mm low tar, brown, regular cigarette Findinjs Both concepts fell into the "qualified potential" category in the concept model. That is, based on concepts achieving similar results, both concepts have only a 40%-60% probability of market success at very high spending levels. Next Steps Although consumer interest does not appear to be sufficiently strong to support further work on these ideas, during 1979 the Brand Group will revise its concept positioning statements and resubmit them for additional testing based on the following objectives. 9bjectives Provide MORE style(s) which would appeal to a broader market- than the 120's, by overcoming real and perceived problems that cannot be corrected inthe existing style. The specific con- figuration of the-line extension(s) should be determined as a result of concept testing. The line extension must be compatible with the 120's revised positioning. Timing Development Pre Mkt. Test Start complete start complete Revised Concept 9/1 lO/1 10/15 12/15

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STATEMENT OF BUSINESS FO RE CAS T/OB J E CT I VES MORE F MORE M TOTAL MORE 1976 1977 ~r~,~ ~ +18.6X .6+8.6% +15,7 ,4+9'3 +17,4% 1.0 +8.9X 1978 v~. +7,7% +9,9 +8,7% BILLIONS - TAX PAID MORE F 3,1 3..33,6 MORE M 2,3 2.6 2.8 TOTAL 5.4 5,9 6,4

' ~, 50055 9826 TARGET AUDIENCE AGE SEX I NCOME PRIMARY 25 - 49 MALE/FEMALE $15,000 + SECONDARY ALL SMOKERS ALL GROUPS CITY SIZE GEOGRAPHIC SKEW A & B COUNTIES 95 MM +/HIGH DEV. ALL COUNTIES TOTAL .U.S' SMOKER TYPE PSYCHOGRAPH I CS FLAVOR LENGTH "NEW VALUES" MIDDLE FLAVOR 95 MM + ALL GROUPS ALL FLAVORS ALL LENGTHS

1978 MORE OBJECTIVES COPY OBJECTIVES - TO INCREASE CONSUMER ACCEPTANCE OF MORE AMONG ALL SMOKER SEGMENTS. - TO HEIGHTEN RECALL AND MEMORABILITY OF MORE'S CONSUMER END BENEFITS, MEDIA OBJECTIVES - TO CONCENTRATE IMPRESSIONS AGAINST THE PRIMARY TARGET AGE GROUP OF 25-49 YEAR OLDS. -TO ACHIEVE PENETRATION AGAINST MALES AND FEMALES DIRECTIONALLY REFLECTING MORE'S USAGE BY SEX (WEIGHT ALLOCATION: 52% FEMALE/48% MALE). -TO CONCENTRATE IMPRESSIONS AGAINST KEY SEGMENTS THAT ARE PSYCHOGRAPHICALLY PREDISPOSED TO MORE. TO PROVIDE MAXIMUM ADVERTISING PRESSURE ON A TASK BASIS~, IN HIGH POTENTIAL MARKETS REPRESENTING A DISPROPORTIONATE SHARE OF MORE'S POTENTIAL VOLUME. TO PROVIDE MEDIA WEIGHT AGAINST BLACKS DIRECTIONALLY REFLECTING THEIR VOLUME CONTRIBUTION (12%).

50055 9828 PROMOTION OBJECTIVES - TO STIMULATE TRIAL AND EFFECT CONVERSION AMONG COMPETITIVE SMOKERS, -TO INCREASE/REINFORCE MORE'S ADVERTISING AWARENESS/IMAGE AT THE PO I NT-OFLSALE," SPECiALEVENTS"d]~J~TivE TO ENHANCE AWARENESS/TRIAL AND MORE'S ADVERTISING IMAGE AMONG BLACKS,VIA A VEHICLE COMPATIBLE WITH THEIR LIFE STYLE, PRODUCT OBJECTIVES -TO MAXIMIZE PRODUCT ACCEPTANCE AMONG THE BROADEST POTENTIAL SMOKER AUDIENCE, -TO REDUCE 'TAR' CONTENT TO THE LOWEST LEVEL POSSIBLE WITHOUT NEGATIVELY IMPACTING SALES, TO DEVELOP A CONTINGENCY PRODUCT FORMULA, AVAILABLE FOR MARKET INTRODUCTION, AS NECESSITATED BY ADVERSE EXTERNAL FORCES,

50055 9829 1977 MORE STRATEGIES COPY STRATEGIES - STRENGTHEN COMMUNICATION OF MORE'S UNIQUE CONSUMER END BENEFITS AS DERIVED FROM ITS VISIBLE PRODUCT CHARACTERISTICS. ~ MORE SMOKING TIME] SATISFACTION o MORE VALUE - EXTRA PUFFS REDUCED CONSUMPTION ~ MILD' SMOOTH TASTE - CONTINUE TO REASSURE CURRENT AND POTENTIAL USERS THAT MORE IS JUST LIKE ANY OTHER REALLY GOOD CIGARETTE BUT WITH UNIQUE PRODUCT BENEFITS, - POSITION MORE AS A DUALLLSTYLE/DUAL~SEX PRODUCT, MEDIA STRATEGIES SPENDING ALLOCATION -PROVIDE AN ADEQUATE NATIONAL BASE FOR ADVERTISING SUPPORT ON A FIRST PRIORITY BASIS WITH CONCENTRATION IN A & B COUNTIES, - ALLOCATE LOCAL FUNDS IN PROPORTION TO THE RELATIVE VOLUME POTENTIAL IN EACH MARKET, -ADJUST THE IDEALIZED SPENDING LEVEL TO DELIVER ACCEPTABLE IMPACT WHICH VARIES BY MARKET.

50055 9830 - SELECT NATIONAL PRINT MEDIA ON THE BASIS OF THEIR RELATIVE ABILITY TO DELIVER THE PRIMARY TARGET AUDIENCE EFFICIENTLY. - GIVE SPECIAL CONSIDERATION TO THE EDITORIAL ENVIRONMENT CONDUCIVE TO THE PRIMARY TARGET GROUP, - SELECT LOCAL MEDIA ON THE BASIS OF THEIR ABILITY TO DELIVER DENSITY OF LOCAL MARKET CONVERAGE WITH HIGH FREQUENCY. LOCAL COVERAGE GOALS -MAXIMIZE COVERAGE OF HIGH CONCENTRATION AREAS WITHIN MAJOR POTENTIAL MARKETS, -LOCAL PRINT WILL BE USED ONLY IN HIGH POTENTIAL MARKETS WHERE OOH IS ' UNAVAILABLE/PROHIBITIVELY EXPENSIVE. -O,O,H. MEDIA TYPE TO BE DETERMINED BY INDIVIDUAL MARKET CHARACTERISTICS PROMOTION STRATEGIES - DEVELOP PROMOTIONAL ACTIVITY TO TAKE ADVANTAGE OF MORE'S SPECIAL MARKET OPPORTUNITIES, - USE COUPONING TO EFFECT QUALITY TRIAL IN HIGH POTENTIAL MARKETS, - EXPLORE OPPORTUNITIES FOR SELF MERCHANDISING TECHNIQUES TO PROVIDE POP VISIBILITY, - EXPLORE/DEVELOP ITEMS COMPATIBLE WITH BRAND IMAGE FOR MERCHANDISING VIA CURRENT/POTENTIAL VEHICLES,

50055 983~ SPECIAL EVENTS STRATEGIES CONTINUE SPONSORSHIP OF THE EBONY FASHION FAIR PROGRAM WITH: • POS MATERIALS IN FASHION FAIR MARKETS, ~ SAMPLING/MERCHANDISING AT THE LARGEST FAIRS, -INVESTIGATE PR OPPORTUNITIES TO INCREASE AWARENESS OF MORE'S SPONSORSHIP. PRODUCT STRATEGIES -.TEST EACH MORE STYLE AGAINST COMPETITION AT LEAST ONCE EVERY YEAR TO ENSURE PRODUCT SUPERIORITY, DEVELOP AND TEST A SUCCESSION OF 'TAR' REDUCTIONS UNTIL PROGRESS IS IMPEDED BY CONSUMER REJECTION ANDZOR MARKET CONDITIONS DICTATE THE INTRODUCTION OF A LOWER 'TAR' PRODUCT,

MORE OBJE~TivES/STRATEG IES SUMMARY 50055 .o832 COPY MEDIA PROMOTION SPECIAL EVENTS PRODUCT OB'J~T!VES HEIGHTEN BRAND BENEFIT RECALL & MEMORABI LITY INCREASE CONSUMER ACCEPTANCE TARGET 25LL49 YRS, OLD; "NEW VALUES]" HIGH POTENTIAL MARKETS STIMULATE TRIAL ENHANCE AWARENESS/TRIAL AMONG BLACKS MAXIMIZE PRODUCT ACCEPTANCES - REDUCE 'TAR' PUFF COUNT ~ IMPROVE DRAW~ TASTE STRENGTHEN COMMUNICATION - JUST LIKE ANY GOOD CIGARETTE WITH UNIQUE BENEFITS - NATIONAL WITH EMPHASIS IN -A & B COUNTIES~ LOCAL TO HEAVY'UP - USE COUPONING & SPECIAL MARKET PROGRAMS - EBONY FASHION FAIR REFORMULATION TESTING

50055 9833 COPY DEVELOPMENT EXECUTIONAL TECHNIQUES UNDER DEVELOPMENT, TO BE TESTED AGAINST CURRENT CAMPAIGN ("BIG CIGARETTE" CAMPAIGN), PRODUCT]SEgEL~MENi~ DEVELOP AND TEST FORMULATIONS THAT IMPROVE CURRENT PRODUCT RELATIVE TO: PUFF COUNT EASE OF DRAW STRENGTH OF FLAVOR/MENTHOL AFTERTASTE TAR CONTENT

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RESOURCE ALLOCATION ADVERTISING $ 9,215 68% $ii,162" 71% PROMOTION 4,185 31 4,480 28 SPECIAL EVENTS i00 1 150 1 OTHER DIRECT/GRATIS ......... 1~ - ~ ..... i0 - TOTAL $13,510 100% $15,802 100% DIFFERENCE SM $1,947" 21% 295 7 50 50 $2,292 17% *REFLECTS 9 1/2% ANTICIPATED MEDIA/PRODUCTION COST INCREASE.

50055 983/~ SPENDI NG RATIONALE/PH I LOSOPHY - PROVIDE MINIMUM COMPETITIVE LEVEL OF NATIONAL MEDIA COVERAGE - PENETRATE KEY SEGMENTS NOT COVERED BY NATIONAL PRINT MEDIA - HEAVY-UP IN HIGH POTENTIAL AREAS PROMOTION - CAPITALIZE ON HIGH QUALITY TRIAL/CONVERSION VIA COUPONING - IMPLEMENT SPECIAL PROGRAMS AGAINST KEY MARKETS/SEGMENTS - MAINTAIN VISIBILITY/ACCESSIBILITY

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~PENDINGJUSTiFICATiON BRAND GROWTH BRAND ('77 MEDIA) MERIT ($40) TRUE ($11) VANTAGE ($24) NEWPORT ($14) CARLTON ($23) KENT ($23) APR .QTR, .1977 $OM 2,1% i,7 2,7 i,i i,2 4,9 +121% 24 19 16 13 12 MORE ($9) 95MM + ($155) 27",3 5 INDUSTRY ($430) - 1

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FINANCIAL PLAN VOLUME- (BILLIONS) SALES VARIABLE COSTS MARGINAL CONTRIBUTION FIXED. COSTS OP G P F T B FO ~I~ISI~ IND ~AX~ ADVERTISING AND PROMOTION SALES MERCHANDISING OPERATING PROFIT BEFORE TAXES *81~304 26,242 4.833 21,409 $93,004 33~,789 ' 5,694 28,095 0.5 8.5 $11~70014.4 7.5 7,547 28.8 ....... 861 17.8 6,686 31.2 13,503 15,802 2,29917.0 ~ ~ ..... 277 14.4 $~ 5~,:983 ~ $ 4,II0 68.7%

AGE 18 - 24 25- 34 35 - 49 50+ SEX MALE FEMALE INCOME WHIIE COLLAR BLUE COLLAR GEOGRAPHIC 2MM+ 500M - 2MM 50M- 500M OTHER SMOKER TYPE 95MM+ 85MM BRANDDEVELOPMENT - 3% 23 36 39 39 61 51 49 38 31 18 14 39 61 32 84 118 118 74 129 119 86 115 117 98 61 130 87 BROWTH -28% 12 25 24 8 22 19 8 19 ii 42 -9 FF MF H-F 66 22 12 100 145 65 N ,A .: N,A.

COPY PLAN COPY OBJECTIVES TO INCREASE CONSUMER ACCEPTANCE OF MORE AMONG ALL SMOKER SEGMENTS. TO HEIGHTEN RECALL AND MEMORABILITY OF MORE'S CONSUMER END BENEFITS. • COPYSTRATEGIES A| STRENGTHEN COMMUNICATION OF MORE'S UNIQUE CONSUMER END BENEFITS AS DERIVED FROM ITS VISIBLE PRODUCT CHARACTERISTICS. CONSUMER END BENEFITS • MORE SMOKING TIME, SATISFACTION • MORE VALUE - EXTRA PUFFS - REDUCED CONSUMPTION • MILD, SMOOTH TASTE B | CONTINUE TO REASSURE CURRENT AND POTENTIAL USERS THAT MORE IS JUST LIKE ANY OTHER REALLY GOOD CIGARETTE BUT WITH UNIQUE PRODUCT BENEFITS. c, POSITION MORE AS A DUAL-SEX PRODUCT.

.=;0055 9t~3 EXECUTION COPY MIX CONTINUE CURRENT DUAL COPY STRATEGY WITH RESPECT TO FILTER AND MENTHOL AS: DUAL EFFORT MAXIMIZES COST EFFICIENCIES CONSUMER PERCEPTION OF BOTH STYLES IS CONSISTENT WITH TARGET AUDIENCE DEMOGRAPHICS AND PSYCHOGRAPH ICS COPY POOLPOLiCY/RC~TATION ROTATE EQUALLY THROUGHOUT THE YEAR ENSURE ADVERTISING FRESHNESS BY MAINTAINING SUFFICIENT COPY POOL,

MEDIA PLAN MEDIA OBJECTIVES -TO CONCENTRATE IMPRESSIONS AGAINST THE PRIMARY TARGET AGE GROUP OF 25-49 YEAR OLDS. -TO ACHIEVE PENETRATION AGAINST MALES AND FEMALES DIRECTIONALLY REFELCTING MORE'S USAGE BY SEX (WEIGHT ALLOCATION: 52X FEMALE/48% MALE). TO CONCENTRATE IMPRESSIONS AGAINST KEY SEGMENTS THAT ARE PSYCHOGRAPHICALLY PREDISPOSED TO MORE. TO PROVIDE MAXIMUM ADVERTISING PRESSURE ON A TASK BASIS, IN HIGH POTENTIAL MARKETS REPRESENTING A DISPROPORTIONATE SHARE OF MORE'S POTENTIAL VOLUME. -TO PROVIDE MEDIA WEIGHT AGAINST BLACKS DIRECTIONALLY REFLECTING THEIR VOLUME CONTRIBUTION (12%).

~ • sooss 98~5 MEDIA STRATEGIES MEDIA SPENDING ALLOCATION - ALLOCATE TOTAL FUNDS IN PROPORTION TO THE RELATIVE VOLUME POTENTIAL IN EACH MARKET. - PROVIDE AN ADEQUATE NATIONAL BASE FOR ADVERTISING SUPPORT ON A FIRST PRIORITY BASIS WITH CONCENTRATION IN A & B COUNTIES. - PORTION OF TOTAL FUNDS REMAINING AFTER NATIONAL ALLOCATION AS A GUIDE FOR LOCAL MARKET/LEVEL SELECTION, -ADJUST THE IDEALIZED SPENDING LEVEL TO DELIVER ACCEPTABLE IMPACT WHICH VARIES BY MARKET. MEDIA SELECTION - SELECT NATIONAL PRINT MEDIA ON THE BASIS OF THEIR RELATIVE ABILITY TO DELIVER THE PRIMARY TARGET AUDIENCE EFFICIENTLY. - GIVE SPECIAL CONSIDERATION TO THE EDITORIAL ENVIRONMENT CONDUCIVE TO THE PRIMARY TARGET GROUP, - SELECT LOCAL MEDIA ON THE BASIS OF THEIR ABILITY TO DELIVER DENSITY OF LOCAL MARKET COVERAGE WITH HIGH FREQUENCY.

MEDIA SCHEDULING ALLOCATE MEDIA EVENLY THROUGHOUT THE YEAR WHERE APPROPRIATE~° ADJUST SCHEDULE TO GENERATE MAXIMUM SYNERGISTIC EFFECT WITHIN THE MARKETING MIX. MINIMUMFREQUENCY 1. MAGAZINES A. WEEKLY: MINIMUM FREQUENCY: 2, SUPPLEMENTS:• 13X/YEAR PREFERABLY 17X BI-WEEKLY: MINIMUM FREQUENCY:• 9X PREFERABLY 13X MONTHLY: MINIMUM FREQUENCY: 6X PREFERABLY 8X MINIMUM•:. 13X PREFERABLY 17X LOCAL MEDIA COVERAGE•GOALS 1, 2, "I MAXIMIZE COVERAGE OF HIGH CONCENTRATION AREAS WITHIN MAJOR POTENTIAL MARKETS, LOCAL PRINT WILL BE USED ONLY IN HIGH POTENTIAL MARKETS WHERE OOH IS UNAVA I LABLE/PROH I B I T I VELY EXPENSIVE. O,•O•,•H,• MEDIA TYPE TO BE DETERMINED BY INDIVIDUAL MARKET CHARACTERISTICS,

50055 98~7 PROMOTIONAND SPECIAL EVENTS PLAN PROMOTION A, ~ - TO STIMULATE TRIAL AND EFFECT CONVERSION AMONG COMPETITIVE SMOKERS, -TO INCREASE/REINFORCE MORE'S ADVERTISING AWARENESS/IMAGE AT THE PO I NT-OF-SALE. DEVELOP PROMOTIONAL ACTIVITY TO TAKE ADVANTAGE OF MORE'S SPECIAL MARKET OPPORTUNITIES, - USE COUPONING TO EFFECT QUALITY TRIAL IN HIGH POTENTIAL MARKETS, - EXPLORE OPPORTUNITIES FOR SELF MERCHANDISING TECHNIQUES TO PROVIDE POP VISIBILITY, -EXPLORE/DEVELOP ITEMS COMPATIBLE WITH BRAND IMAGE FOR MERCHANDISING VIA CURRENT/POTENTIAL VEHICLES,

50055 98q8 PROPOSED P ROMOT I ONAL FLOW CHART JAN FEB MA__.ER AP__.ER MA__Y jU__.EN ,]U_._.~[ AUG__ SEP OCT NOV DEC $1 OFF SPECIAL $1 OFF COUPON DROP MARKET COUPON DROP PROMOTIONS SUPPORT: (CARTON) (PACKAGE) (CARTON)

' c~l HSWOSNOWS S,3WOW -~0 SSBN3WVMV 3SV3WDNI O± S3111N~II~O~O ~ 31VglIS3ANI 'S~IV-~ IS39~V9 3H1 IV 9NISI(INVH3~3W/gNI7c~WVS • 'S13)~VW ~IV3 NOIHSV3 NI S7VI~31VW SO~ ~ :HIIM WV~90~a ~IV3 NOIHSV3 1N0~3 3H1 30 ~IHS~OSNO~S 3~INIIN03 '37AIS 3-~17 ~I3H1 HIIM 37~IIV~WO3 37OIH3A V VIA 9NOWV 39VWI 9NISI±~3A(IV S,3~OW (INV "IVI~±/SS3N3~VMV 3gNVHN3 O± S±N3A3 9VID3dS 61~6 SSOOS i ~

50055 9~S0 PRODUCT PLAN -TO MAXIMIZE PRODUCT ACCEPTANCE AMONG THE BROADEST POTENTIAL SMOKER AUDIENCE. TO REDUCE 'TAR' CONTENT TO THE LOWEST LEVEL POSSIBLE WITHOUT NEGATIVELY IMPACTING SALES. TO DEVELOP A CONTINGENCY PRODUCT FORMULA, AVAILABLE FOR MARKET INTRODUCTION, AS NECESSITATED BY ADVERSE EXTERNAL FORCES. -TEST EACH MORE STYLE AGAINST COMPETITION AT LEAST ONCE EVERY YEAR TO ENSURE PRODUCT SUPERIORITY. DEVELOP AND TEST A SUCCESSION OF 'TAR' REDUCTIO.NS UNTIL PROGRESS IS IMPEDED BY CONSUMER REJECTION AND/OR MARKET CONDITIONS DICTATE THE INTRODUCTION OF A LOWER 'TAR' PRODUCT.

50055 9851 TESTING & DEVELOPMENT COPY DEVELOPMENT EXECUTIONAL TECHNIQUES UNDER DEVELOPMENT, TO BE TESTED AGAINST CURRENT CAMPAIGN ("BIG CIGARETTE" CAMPAIGN). - PRODUCT/COMPETITIVE ORIENTED APPROACH - USER/PRODUCT ORIENTED APPROACH - LIFESTYLE/PRODUCT ORIENTED APPROACH .PRODUCT DEVELOPMENT DEVELOP AND TEST FORMULATIONS THAT IMPROVE CURRENT PRODUCT RELATIVE TO: • PUFF COUNT o EASE OF DRAW o STRENGTH OF FLAVOR/MENTHOL ~ AFTERTASTE ~ TAR CONTENT

50055 9852 PRODUCT FORMULATION AND USER IMAGE ARE NOT IDEAL, LIMITING THE BRAND'S GROWTH POTENTIAL. 1. DEVELOP AND TEST REVISED PRODUCT FORMULATIONS THAT SCORE SIGNIFICANT PREFERENCE OVER CURRENT ON THE DIMENSIONS OF: A. PUFF COUNT B. EASE OF DRAW C, STRENGTH OF FLAVOR/MENTHOL D. AFTERTASTE 2. TO TEST IMPROVEMENT OF PRODUCT AND USER IMAGE THROUGH ADVERTISING THAT COMMUNICATES: A. CORRECT SEXUAL IDENTITY B. POSITIVE PSYCHOGRAPHIC/DEMOGRAPHIC IMAGERY C. RATIONALE END-BENEFIT PURPOSE THAT PROVIDES JUSTIFICATION FOR PRODUCT DIFFERENCES

~,~I~ 50055 9853 KEYISSUES -"MORE" IS A HIGH 'TAR' CIGARETTE THAT IS PERCEIVED BY SMOKERS TO BE A HI-FI PRODUCT. THIS COULD LEAD TO FRANCHISE EROSION. 1. TO DEVELOP AND TEST A SUCCESSION OF 2 MG 'TAR' REDUCTIONS UNTIL PROGRESS IS ' IMPEDED BY CONSUMER REJECTION OF TASTE DELIVERY. .|- DEVELOP A BACKUP FORMULATION AT 14 MG 'TAR' FOR EMERGENCY USE, IRRESPECTIVE OF CONSUMER PREFERENCE SCORES.

KEY ISSUE~ -MORE'S OPERATING PROFIT AFTER TAXES OF 4.5% IS BELOW RJRT COMPANY AVERAGE OF 1..MAINTAIN CURRENT ADVERTISING IMPRESSIONS RATE, WHILE SIGNIFICANTLY INCREAS I NG SALES. 2. MOVE PRODUCTION TO HIGH SPEED MACHINES IN 1ST QUARTER, 1978. REDUCE PRODUCT/PACKAGING COSTS WITHOUT AFFECTING PRODUCT QUALITY/IMAGE NEGATIVELY.

50055 9855 KEY ISSUES -MORE, BECAUSE OF ITS UNIQUE PACK SHAPE, IS NOT BEING DISTRIBUTED IN VENDING MACHINES' LIMITING TRIAL AND GROWTH, STRATEGY: 1. COOPERATE WITH SALES MERCHANDISING TO DEVELOP AFFORDABLE DEVISES WH ICH WOULD ENABLE VENDORS TO DISPENSE MORE,

50055 9~56 KEY ISSUES -THE GROWING IMPORTANCE OF BLACKS] FEMALES, PERSONS AGED 30-39, AND NEW VALUES SMOKERS REPRESENTS AN OPPORTUNITY FOR MORE, SINCE BRAND DEVELOPMENT IS ABOVE AVERAGE AMONG THOSE GROUPS, STRATEGIES: 1' TO UTILIZE MARKETING FUNDS ACCORDING TO THE POTENTIAL OF EACH SEGMENT, ¸| TO DEVELOP/TEST MARKETING PROGRAMS AIMED AT INCREASING PENETRATION AMONG KEY TARGET GROUPS, 3, TO CONTINUALLY MONITOR COPY IMPACT AGAINST KEY TARGET GROUPS,

, ' 50055 9~57 WEEKLY SHIPMENTS WEEK MOVING AVERAGE) J. J. J. -- j. J. J.

_tIigh Priority Issues - All Brands* (Not Listed In Any Order) I. Consumer health concerns and the trend toward low "T" and N. These two key issues go together and were ranked as a high priqrity by every brand. 2. Consumers' desire for satisfaction in. the product and in the product's image. 3. RJR weakness vs. PM, relative to national share of ,market, among younger adults, urbanites and "new values" smokers. Potential erosion of profit margin due to unfavorable ratio of high-to-lower cost brands. Uncertainty over relative effectiveness of various levels of advertising and promotion expenditures. Graduated cigarette £ax (based on T&N levels). Population aged 30-39 will grow dramatically between 1975 • .and 1985. The, South'and Midwest will show the fastest growth in .industry volume. Menthol and extra long cigarettes will continue to grow, but this growth will be concentrated-in Hi-Fi's. New brands will continue to be introduced at an increasing rate. Rated as a top i0 priority by at least four brands.

SUMMARY OF PRIORITY RANKING OF KEY ISSUES BY BRAND* Schedule B Key Issues Internal: A. Trend toward low "T" and N 2 B. Consumers' desire for satisfaction 3 C. RJR weakness V~. PM 25 J. Potential erosion of profit margin 23 K. Uncertainty over effectivenss of ad spending ' 6 WINSTON SALEM CAMEL DORAL VANTAGE MORE NOW 5 1 2 1 2 1 1 1 22 1 3 12 9 5 20 i0 5 16 ii " 6 2 6 4 6 6 . 4 21 15 External: i. Consumer health concerns 1 2. Social acceptability of cigarettes 4 3. Carbon monoxide 14 4. Improvement in health technology 21 5. Technical breakthrough'aiding person to "quit" more easily 20 6. Endorsement of "safe" cigarette' 22 8. Government ban on high "tar" cigarettes 24 Graduated cigarette tax based on T&N levels 8 Prico elasticity of oigarettes 16 Foreign competition 26 4 2 2 4 14 5 15 13 19 6 20 22 12 17 .4 3 23 3 7 24 14 26 4 16 2 I0

Key Issues WINSTON External~ (Con't) 12. Laws prohibiting sales to teenagers 19 21 13. Recession 1978-1979 and 1983-1985 17 25 14. Slowdown in growth rate of smoking age population 18 18 15. Age 30-39 will grow dramatically 1975-1985 9 8 16. South and Midwest will show fastest growth i0 9 17. Blacks to become more important segment 15 • Ii 18. Females to become more important • segment ii 10 19. Smokers under 25 will shift brand preference 12 7 20. Menthol and extra long cigarette growth will be concentrated in Hi-Fi'S 5 2 22. New brands to continue at increasing rate 7 3 23. Lifestyles and values t~ continue to change • 13 13 Brand: I. MORE expected to accomplish sales growth with minimal ad budget 2. MORE needs vending distribution *It was not necessary that each key issue be rated. SALEM CAMEL 13 8 DORAL • 14 VANTAGE 15 NOg. ii 12 7 16 ii 18 9 12 8 17 ii 8 12 9 i0 14 6 13

(l-?) Intcr~al : A. B. Trend toward low "T" and N products; Con.q~nners' desi~'e for...at.~.sr-~" " ~,~ct.].on'" in the product and in the product's im~ge. RJR weakn" ~,'~ ...... vs. P;.:, relative to national share of market, a[.]ong younger adults, urbanites and "new values" sine.hers. Potential erosion of profit margin due to unfavorable ratio of hish-to-].owcr cost brands. Uncertainty.o\,er rc.,?ative effectiveness of various levels of ....... ' " " ad,. :.~. t,~.sing ,::.:c, promotion expenditur~,,s. External : i. .Consumer IIcalth Concerns - Increased health concerns about cigarette smoking from both smokers and non-smo:,~=~_ s. Social Acceptabil' * • . - ]u~ of Cigarettes Cigarette smoking and the cigarette smoher are being damned by the gover:m~cnt, media and crusading non-smokers. • Carbon Mono:.:ide - Widespread consumer publicity about harmful effects of carbon monoxide and other gases in cigarettes. 4. Improvemcnt ]n IIcalth Technology with Implications for the Tobacco Indust,,/y. 5. Technical Breakthroug]~ to A~d Person to "Quit" More Easily. Endo.vos(,,ment of "Safe" CS~arette - A zero "tar" synt]~etJ.c cigarette (:~:;:.I, (,tc.) is vndo~:csf.,] by the U.S. Govcl-nm{'nt o~" l::e.]J~'.~l groups ,ts },c, ing

i0. ii. 12. 15. 16. 17. 18. 19. 20. 22. 23. (:overnmcnt }k~n on ]ligh-"T;:r" Cigarettc:s - ]?oss~l.)].e g(.,vr:rnm,:'~t" ban on ciga~.ctt" , " ~,," ..... over a certain ]cv(:l of "tar." Graduated Cigarette Tax (l;:~.:{(,d on T & N L(:vels) - Tl~rcat of a n,,:w ]'cdc:ra] e:.:¢:ise tax based on "tar" and nicotine levels. Price Elasticity of Cigarettes Competition from Foreign Marketers Stronger Enforcement of Laws Prohibiting Sales of Ciga~:et:tes to '£eenagers Recession in 1978-1979 .and in 1983-1985 Slowdown J_]~ the Growth Rate of Smoking Age Po~ ula~.on ]'opu]_atJ, on Aged 30--39 will Grow Dra;.?..atica].ly Between 1975 and 1.(;85 The South and M]d~,:est will Show the Fastest Growth in Industry Volume Blacks will Become a More Important Segement of the Cigarette Business Females will. Continue to Become a More Important Portion of the Smoking Population Adult~mo]:ers Under 25 will Show a Major Shift in Brand .Preference Menthol and Extra Long Cigarettes will Continue to Grow, but This Growth will. be Concentrated in lli-fi' s New Brands :.:ill continue to be Introduced at an Increasing P, ate Lifestyles and Values "wJ.]l Continue to Change with tlm Continued Brcakdov:n ofTr-ad~tiona].i" sm and Growth Focused on Self-llealization

~I~Y__]SSUE - ~U~INEsS. TRENDS TREND TO~!ARD LOH TARsal CIGARETTES AND STRENGTHS/P/EAKNES~ES ;" VS, IV~l~l~B(~ R(~ ' (~ON'IZR i'I~UTi'NG SHARE/VOLUME DECLINES FOR FULL-FLAVOR t~RAND STYLES, Z SHARE/VO~UME GROWTH FOR "LIGHTS" STYLES" NET LOSS OF 2,2 SHARE POINTS FOR TOTAL WINSTON OVER NEXT ].0 YEARS,

REDUCE TOTAL ]~]~tS'[01~ FORECASTED LOSS FROt'} 2,2 SIIARE POINTS TO i,4 sHARE POINTS TttROUGH 1987, SLOW DECLINES ON. WII'#S~0N~KING AND 100'S t~ASED ON' HOLDING S0C/~:::I197Z. : "~ LEVELS, SH~RE OF ~ARKET FORECAST 9.6 6.7 4.8 - 4.8 IOO's GOAL 2'7 2".3 2.'i - .6 FOREGAST 2.'7 2.0 1.6 - 1.1 ENTHOL ~ ~ - -___~3_ TOTAL FFGOAL 12.6 9.3. 7,2 - 5.4 FORECAST 12.6 8.8 6.4 - 6.2 MEET OR EXCEED FORECASTED PERFORMANCE ON LIGHTS STYLES. LIGIITS 1",'7 3,2 4,5 + 2,8 LIGHT lO0's ~ j_~ ~ +_]~2 TOTAL LIGHTS 2.2 ~I.4 6.2 + 4.0 TOTAL BRAND GOAL 14.8 13.7 13.4 -1~4 FOR~:CAST 14.8 13.2 12.6 - 2.2

ISSUE .- • 6ffOWTB OF SMOKERS AGED ]8;3~t THROUGH ]982, - WINSTON WEAK,~ ~ARLBORO STRONG, INCREASING IMPORTANCE OF FEMALE SMOKERS, OPPORTUNITY FOR/].OOMM AND LOW TAR CIGARETTES, ...... " ........ ,°'"~PoPUEAT I ON, G ROHTH~I N.$OUTHEAS.~..~,ND., .~ ~.,U=T,H CENTRAL, ~ _ ~t "'RT' A" D'~t WINSTON KING LOSING AND ~IARLBORO KING GROWING AMONG MALES AND YOUNGER SMOKERS, - CONTINUED BUSINESS DECLINE AT FASTER RATE THAN MARLBORO), WINSTON ]O0's LOSING AND MARLBORO 100'S GROWING AMONG HIGH POTENTIAL FEMALE USERS, - CONTINUED BUSINESS DECLINE AT FASTER RATE THAN MARLBORO, WINSTON LIGHTS GAINING AMONG ALL TARGET USER GROUPS AT HIGHER RATE THAN MARLBORO LIGHTS, - LEADERSHIP POSITION IN ~LIGHTS" CATEGORY, INTRODUCTION OF LIGHT 100's - OPPORTUNITY TO STRENGTHEN POSITION AGAINST FE~tALES,

INCREASE PENETRATION FOR TOTAL WINSI0N AMONG SMOKERS. AGED 18-34 THROUGH 1982. HALT DECLINES/INCREASE GAINS:AMONG HIGH-POTENTIAL USER GROUPS FOR EACH )~INSTON"BRAND STYLE, WINSTON KING (85/BOX) MALES, RURAL, DOWNSCALE .=WINSTON LIGHTS - FIALES/FEMALES, UPSCALE, URBAN 100's/LIGHT 100's - FEMALES, dPsCALE~ URBAN ..... DEVELOP AND EXECUTE MARKETING PROGRAMS TI-La.T NILL BE SUPERIOR TO COMPETITION IN SATISFYING NEEDs/~ANTs OF EACH BRAND'S TARGET. . KING LIGttTS PRODUCT • FULl-FLAVOR TASTE • 85MM LENGTH • FULL/MEDIUM FLAVOR • 85MM LENGTH PS c oLoG • ~.;. • LESS CONCERNED ABOUT HEALTH./ BECOHING /~IORE VULNERABLE, ~ "LIBERAL" VALUES~ o. NASCULINE~ INDEPENDENT IMAGE, ' LOI4 'TAR~ BUT NOT AT EXPENSE OF TASTE, " LIBERAl. VALUES.I II . IMAGE COHPARABLE TO FF SHOKERS.

~_ItFLA~F-_CO~ (CoNT'D) lO0's • NEDil)I~~ FLAVOR TASTE ,- • IOOMM LENGTH, • MEDIUM'FLAVOR TASTE, • LESS CONCERNEDABOUT HEALTH/ VULNERABILITY INCREASING, • "LIBERAL" VALUES; INCREASING IDENTIFICATION:WITH. TRADITIONALLY MASCULINE ROLES, • WANT LOW 'TARe BUT NOT AT EXPENSE OF TASTE, ~ANTS SAME AS FF SMOKERS, TARGET EFFORTS IN ACCORDANCE WITH DEMOGRAPHIC AND GEOGRAPHIC POTENTIAL FOR EACH WINSTON BRAND STYLE, RECOGNIZING POPULATION GROWTH IN SOUTHEASTAND SOUTH CENTRAL U, S, - OF PARTICULAR IMPORTANCE TO /INSTON 85, .. INSURE LEVELS OF MARKETING SUPPORT SUFFICIENT TO COMMUNICATE PRODUCT AND PSYCIiOLOGICAL BENEFITS OF EACH WINSTON BRAND STYLE TO THE DEFINED TARGET AUDIENCE, CON~I'NUE TO MONITOR CONSUMER BUSINESS TRENDS/NEEDS AND HANTS FOR SHIFTS IN POSITIONING AS CHANGES WARRANT, OVERCOME PROBLEMS/CAPITALIZE ON OPPORTUNITIES TO COHPETE MORE EFFECTIVELY WITH MARLBORO FOR ALL TARGET SMOKER GROUPS,

I~..Y_I_EEU_E- KING/AND !~_0~~ • DEFICIENCIES VERSUS" J~;i~'Li~)Ro AMONG HIGH POTENTIAL USER . GROUPS A MA~OR. DETERR~N~)~p~SLO, ING DECLINES IN SHARE AND VOLUME, ,~-,,~,~ ....... .~.~..,,,~.,~;J:L~.F~y~,~L~_~AINTAIN PRODUCT SUPERIORITY OVER ~L~RLBORO BEGINNING IN 1978, WINSTON KING • SATISFACTION - PREFERENCE OVER CURRENT PRODUCT AND MARLBORO KING AMONG WINSTON SMOKERS~" MARLBORO SMOKERS, MALES AND YOUNGER SMOKERS (i8-34). • ~ - LOWER THAN CURRENT AND NO HIGHER THAN MARLBORO • C_~._~ - No HIGHER THAN CURRENT PRODUCT, I ' WINSTON O0 s • ~~ - PREFERENCE OVER CURRENT PRODUCT AND IV~RLBORO 10D's AMONG ~IINSTON SMOKERS, COMPETITIVE ]00MM NFF SMOKERS, AND FEMALES, " ~ - LOWER THAN CURRENT AND NO HIGHER THAN I~IARLBORO 100'S • C~)~.I,~. - No HIGHER THAN .CURRENT PRODUCT,

i,. PROJECT.ESTABLISRPRODUCT. . . ON WINSTON,..IMPROVEMENT. ~ _.;~. :~...' PROGRAM AS HIGHEST PRIORITY. 2,"COMBINE:~;;.,~..;,~'TAR',~.. REDUCTION TECHNOLOGY HITIt FURTHER REFINEMENTS ..i.T0?.RS~'MODEL~IN..ACHIEVING PRODUCT IMPROVEMENTS, ~" .... ) ............ ~ ..... ~; .... TEsT'MARKET-AEI~*PROPOSED,.CAND|DATE$,'~U~£1ZE SPECIAL CO~Y : (NE~/IMPROVED) ONLY IF OPTIMUM PRODUCT IS ACHIEVED~ ~ (I,E,, CLEAR SUPERIORITY VERSUS CURRENT WINSTON/MARLBORO : AT LOHER £EVEL OF 'TAR,'~) 4, DEVE£OP INTRODUCTORY MARKETING PROGRAMS FOR NATIONAL AND TEST TRANSLATION THAT HILL GENERATE RAPIb INCREASES IN TRIAL AND PURCHASE WHILE REINFORCING LOYALTY OF CURRENT FRANCHISE, 5," MONITOR PERFORMANCE OF WINSTON PRODUCTS VERSUS MARLBORO KING AND 100'S ON CONTINUOUS BASIS THROUGH 1987 , '

KEY. ISSUE -VIINSTOH LIGHTS. ' CURRENT AND PROJECTED..GROWTH MOMENTUM IN JEOPARDY; ,,..s PROLIFERATION}:O~VIABLE NEW . RIT, KENT GOLDEN .LiGHTs, - INCREASED SPgNDING O~ HI-FI CAT~GORY, INCRLASED PRESSURE. FROM ~RLBORO LIGHTS, ." • MEET OR EXCEED FORECASTED SHARE GROWTH THROUGH 1987, " ACHIEVE LEADERSHIP POSITION IN "LIGHTS" CATEGORY IN 1977 AND MAINTAIN ADVANTAGE OVER MARLBORO LIGHTS THROUGH 1987,.. STRATEG.Y. CONTINUE TO POSITION PRODUCT/iMAGE BENEFITS AGAINST FULL- FI'AVOR SMOKERS SEEKING HIGH TASTE/LOW 'TAR' A.ND EMULATABLE USER IMAGE (70~ OF SWITCHING GAINS), ¸,. INVESTIGATE PRODUCT/IMAGE MODIFICATIONS THAT WILL APPEAL MORE STRONGLY TO HI-FI SMOKERS AS HI-FI CATEGORY BECOMES LARGER SOURCE OF POTENTIAL BUSINESS (19% OF SWITCHING GAINS),

(CoNT'D) TARGET DEMOGRAPHICALLY AND GEOGRAPHICALLY AGAINST HIGH- POTENTIAL MARKET. SEGMENTS BASED ON BRAND AND CATEGORY DEVELOPMENT TRENDs~ PREFERENCE OVER ~RLBORO LIGHT8', - GRADUALLY REDUCE ~TAR' LEVELS TO INCREASE APPEAL AMONG HI-FI SMOKERS~RGER T~RM~ -- etULTRA LOH" LINE EXTENSION IF CATEGORY SEGMENTS, CONTINUE EMPHASIS IN ADVERTISING COPY ON CONTEMPORARY~ MASCULINE USER IMAGE AND SUPERIOR TASTE/LOW TAR PRODUCT ATTRIBUTES, - INVESTIGATE SHIFT TOWARD "MILDNESS" CLAIM AS HI-FI SMOKERS BECOME MORE IMPORTANT TO BUSINESS GROWTH, EXPAND USE OF PROMOTIONAL INDUCEMENT SUCH AS COUPONING TO INCREASE TRIAL~ PURCHASE~ AND CONVERSION RATES,

1oo" s • STRENGTHENS WII'tSTO;t's POSITIOn' IN IOOMM CATEGORY AT LEAST ON ;~:;.. :~.,~;,,,~ ., . NEAR~.,'I'ERM BASIS'," LON~;TERM THREAT - ~USINESS POTENTIAL DIHINSHED BY INTRODUCTION OF; VIABLE COMPETITORS - ~ERIT 100'S, ~ENT GOLDEN LIGHT 100'S, ~RLBOR0~ LIGHT 100'S 'BY 1978, • MEET OR EXCEED FORECASTED SHARE GROHTH THROUGH 1987, • ACHIEVE AND MAINTAIN LEADERSHIP POSITION IN 100MM "LIGHTS" CATEGORY, STRATEGY" i, POSITION PRODUCT/IMAGE BENEFITS AGAINST 100MM SMOKERS SEEKING LOW eTAR~ BUT NOT AT EXPENSE OF "MEDIUM" FLAVOR TASTE, 2,' TARGET DEMOGRAPHICALLY AND GEOGRAPHICALLY AGAINST HIGH POTENTIAL MARKET SEGMENTS BASED ON BRAND AND CATEGORY DEVELOPMENT TRENDS, )'," INSURE PRODUCT PREFERENCE VERSUS MAJOR COMPETITION (MARLBORO LIGHT 100'S WHEN INTRODUCED - CURRENTLY MERIT 100'S AND KENT GOLDEN LIGHT 100'S), GRADUALLY REDUCE TAR LEVELS AS AWARENESS OF NUMBERS INCREASES, "ULTRA LOW" LINE EXTENSION IF CATEGORY SEGMENTS,

~~ (CONT' D) /~, MAINTAIN EMPHASIS IN ADVERTISING COPY ON GENERIC USER IMAGE AND HIGH TASTE/I~OH TAR PRODUCT I~ENEFITS ~;'," IJsE"PROMOTIONAL ]NDUCEMENTS SUCH AS COUPONING TO STIMULATE- :'",:~"~'~ '~::,~A]NS IN ~RIAL,' PURCHASE~ AND CONVERSION RATES,

~EY I s s u~ sY CHOLO_ELC~t...~EPE.AL~ WEAkNESSIN RELATION TO. MARLBORO IN CONVEYING "YOUNG, MASCULINE" USER IMAGE HAMPERS POTENTIAL TO INCREASE PENETRATION AMONG YOUNGER SMOKERS - FASTESTGROWING SEGMENT THROUGH 1982, . • GOVERNMENT t~AN ON USE OF PEOPLE IN CIGARETTE ADVERTISING COULD "" $ .... ' ....... "',~'*'L-IM I-T~.ABI b I.TY~-TO.., STRENG.THEN_ .DES ! RED I MAGERY APPEALS, IMPROVE COMPATIBIL'ITY BETWEEN ~IIIIST0;'I's IMAGE AND .PSYCHOLOGICAL WANTS OF YOUNG ADULT SMOKERS THROUGH 1982",' ACHIEVE PARITY WITH MARLBORO ON MASCULINE IMAGE PERCEPTIONS 1979, I",' CONTINUE U~E OF "CANDID" CAMPAIGN TO CONVEY THE WINSTON SMOKER, REGARDLESS OF BRAND STYLE, AS CONTEMPORARY, INDEPENDENT, ADVENTUROUS, OUTGOING AND ~IASCULINE, 2," INCREASE USE OF MALE MODELS/PEOJECTION OF MALE IDENTITY IN ADVERTISING FOR ALL BRAND STYLES, |" INVESTIGATE CHANGES IN FORMAT/EXECUTION THAT WILL MAINTAIN/ INCREASE RECALL IMPACT AND COMMUNICATION OF DESIRED IMAGE ATTRIBUTES,

ET~ (CoNT' D) UNDERTAKE DEVELOPMENT AND TESTING OF BACKUP ADVERTISING CAHPAIGNS, CONTINUOUSLY MONITOR ADVERTISING EFFECTIVENESS AND PSYCHOLOG].~ CAL "~RE~Dg"AND CHANGES: IN HARKET FOR STRATEGIC ADJUSTt,|ENTS AS FINDINGS

I~E.Y._I_.,S_BUE - BLACK r'IARKET "BLACK POPULATION TO GROW AT TWICE THE RATE OF WHITE POPULATION "WINSTON GROWING AMONG BLACK.SMOKERS WITH'SHARE LEAD OVER t~RLBORO THOUGH MARLBORO tROWING AT FASTER RATE, ~. "AT MINIMUM, MAINTAIN GROW~H~MoNG BCA&KS AT CURRENT RATE OF ,2 ' SHARE POINT/YEAR THROUGH 1987, 1 TOTA( 'WINSTON CONTINUE AND INCREASE MARKETING EFFORTS AGAINST BLACK SMOKERS, INCORPORATING "LIGHTS" STYLES IN ADDITION TO 85/J00'S BEGINNING IN 1978." INITIATE RESEARCH TO MORE ACCURATELY DEFINE PRODUCT/IMAGE t~ANTS OF BLACK SMOKERS AND PROBLEHS/OPPORTUNITIES VS l~t~,JOR COMPETITION, 3, UTILIZE FINDINGS TO STRENGTHEN APPEAL OF BLACK MARKET ADVERTISING/ PROHOTIONAL EFFORTS,

UNCERTAINTY AS TO OPTIMUM LEVEL OF WIRSTON:SPENDING IN TOTAL AND BY BRAND,STYLE -RiSK THAT BUSINESS/PROF! T POTENTIAL ~/ILL NOT BE MAXIMIZED, ~, • IMPROVE KNOWLE~)'~~~N~]*~/VOL'UME/PROFIT"RELATIONSH] PS ..................... THROUG~I 1987',' " • ENSURE THAf WINSTON SPENDS AT A COMPETITIVE LEVEL VS, MARLBORO AND IN EACH OF THE CATEGORIES IN WHICH IT COMPETES, • INVESTMENT SPEND AT HEAVY LEVELS WHEN NEW/IMPROVED PRODUCTS ARE INTRODUCED NATIONALLY, STRAT~G~ '|" INCORPORATE FINDINGS/CoNcLusIoNS FROM ON-GOiNG TOTAL BRAND AND BRAND STYLE sPENDING TESTS INTO MARKETING STRATEGY BEGINNING IN 1978, CONDUCT ON-GOING TESTING IN ATTEMPT TO DETERMINE OPTIMUM LEVELS FOR; • DECLINING STYLES - KING/100'S • GROWTH STYLES - LIGHTS/LIGHT 100's • PROFIT EFFECT ON TOTAL WINSTON.

EVALUATE ALTERNATIVE TO I)LIAL-STYLE SPENDING SIRATEGY IN ALL MEDIA, E,G,; GENERAL AUDIENCE PRINT - ALL STYLES ~'~ALE/FEMALE MAGAZINES - SINGLE STYLE/DUAL STYLE OOJ~ - SINGLE STYLE PENDING DIRECTION FROM RESEARCH RESULTS," ADOPT ADVERTISING SPENDING PHILOSOPHY HHICH PP, OVIDES C~ONSISTENT COMPETJ_II.VE BASlS= . A, EQUATE BRAND SHARE OF CATEGORY SPENDING TO BRAND SHARE OF CATEGORY VOLUME, ADJUST BRAND STYLE SPENDING AS FOLLOWS| • IF BRAND IS ONE OF DOMINANT ENTRIES IN CATEGORY (E,G,, KING/IOO's) ADJUST SPENDING DOWNWARD, • IF CATEGORY SPENDING IS INFLATED BY NEW BRAND INTRODUCTIONS IN A PARTICULAR YEAR~ ADJUST SPENDING DOWNWARD, ' • IF BRAND STYLE/CATEGORY REPRESENTS A HAJOR GROWTH OPPORTUNITY~ ADJUST SPENDING UPWARD, • DETERMINE SPENDING LEVELS FOR BRAND STYLES INDIVIDUALLY - WHERE TWO OR MORE STYLES ARE COMBINED IN ADVERTISING IN A MEDIA VEHICLE REACHING A COMMON TARGETj REDUCE SPENDING ACCORDINGLY, o o 0

USE TEST MARKET RESULTS TO ESTABLISH DURATION AND LEVEL OF SPENDING BEHIND NATIONAL INTRODUCTIONS OF ]RPROVED IIt STON PRODUCTS, -

1977 1982 1987 Chg. Vs. 1977 WINSTON KING FORECAST/GOAL ALTERNATIVES 1977 - 1987 Share of M~rket Decline no Forecast. than M. King; 6.7 7.6 4.8 6.,% -4.8 -3.5 Hold SOC at 36.5% 6.9 5.1 -4.5 XZ66 SSOOS

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L L 61 "Z 8 6T LIL 61 "sA "5qD L86I- LL6I S3AI~,~'aY~/,'I'~' .T~09/J,S~D:ra0.~ .~0J, S.~I..u. T~J,0J, p~e s,00I/S8 xo; DOS PIOH .s~qET~. uo ws~peao~ Weem p%re s,00I/ONI~ xol ~x

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fimeP~can CanceP Society, 1963 CanceP FaCts and Fgu~es: Smok~ and Health. Pape~ pPesented at ~nnual Heeting of fimeP~can CanceP Society, Ne~ YoPk, N. Y., Oct. 1962, p. 21-22. Rme~can Cance~ Society, Rme~can Cance~ Soc~et~ Educ__~ional Rctiui.~es Reo~dino C~oa~et~e Smokino Lun~ C~nce~ Pape~ p~esented at the 3o~nt Session oF the Public Health Cance~ Rssociation ~nd Health Educ~tion Section, RPHR..Oct. 17, 1962, H~am~ Beach, Fla. AmeP~can CanceP Society, CanceP oF the Luna. AM. CANCER SOC., NAT. CANCER ZNST., 5th NAT. CANCER CONG. SYMPOSZUM, Philadelphia, P~., Sept. 17-19, 1964. AmePican CanceP Society, C~_qaPe~e Smokina and_ C~ncePi. The Eu~dence Upon Which the RmeP~can CanceP Soctety~S.. Pos~t~on and PPograms are Based. RM. CRNCER SOC., ~NC., 1963. 32 pp. (Booklet). AmeP~can CanceP Society, 1965 C~D~eP Fact~ a~d FiquPes. RH. CANCER SOC., Annual Publication, 1964. RmePican CanCePSoc~ety, Athletes Against Smokino. (ed~toP~a~). SC~. NEWS LETTER, 85, 197 (HaPch 28, 1964). AmePican CanceP Society, Znc. end National CanceP ~nst~tute, F~th National CanceP ConFePen~e~ PPoceed~ngs. 3.B. LZPPZNCOTT CO., Ph~lade~phta, Pennsylvania (Sept. 17, 18, 19, 1964), 764 pp. AmePican CanceP Society, Lun~ CanceP PPeuentton and the Phvsic~an. Am. CanceP Soc. (1960). AmePtcan CanceP Society, PPoc. 1st WoPkshop ConF. Lung CanceP Res. Nou. 7-8, 1957 (Rug. 11, 1958) 214 pp. UR. BERCH, UR. American CanceP Society, Summery oF ConFePence. ConF. on Re~at~on oF Use oF Tob. to ~nc~dence Lung CanceP & Heart Dis., PPtnceton, 3an..28-29, 1955, ~4 pp. AmePican CanceP Society, Who, Whet, Why, WhePe, When oF Cancep. Pamphlet, 27 pp. 1951. AmePtcan CanceP Socteey, 1959 ~ncee Facts a~ Ft~uPes. N.Y. City CanceP Comm., Am. CanceP Soc., 31 PP. American Cancer Society. AdmtntstratoP FoP ReseaPch, _Lun~ CanceP Facts. II. CA, ~, 179-180 (!959). - 15-

~me~ican Co~ege oF Che~t Physician~0 Statement o~ C~oarette Smoking. DIS. CHEST., 4~2, 233 (1962). AmePican Co~ege oF Chest Physic~ans, Statement. HEET., ALBUqUERqUE, N.M. (OCT. 140 1959). ANN, Am~Pican College oF Chest Physicians. Committee on BPoncho Esophagology. • BPonchogPaphy: SummaPy oF a NoP~d-Ntde SuPuey. DIS. CHEST 33, 251-258 (Hap. 1958). AmeP~can LiFe Convention° Medica~ Section, Svmpos.ium .o~ ~_mphas~s on the Et~ologtcal R.~le oP Complications Atteibuted to the Use oF Tobacc__~oa D~seases. PROC. 51 st ~NN. MEETING ~H. LIFE CONUENTION, MED. SECT., Nhtte Su~phuP 3un. 24-26, 196~. AmePican Hedica~Rssociation, A Long-Range Study to Detepm~ne the EFFect That Smoking Has on the Human Bod~. RH. MED. ASSOC. HOUSE OF DELEGATES° Ppess Re~ease, DecembeP 4, 1963. AmePican Hedica~ Association, House oF DeZegates, ~garette Smoking Called H~zapdous to Health. RH. MED. ASSOC., HOUSE OF DELEGATES, Resolution adopted duping ll3th Rnnua] Meeting, San FPanctsco, CaltF., 3une 21-25, 1964. Abate. in: 3. A~. MED. ASSOC., ~189 (1), 26 (1964). AmePican ThoPacic Society, Statemept on Diagnostic StandaPds FoP Non-Tube~u~.gus RespiPatoP¥ Diseases. ARCH. ENUIRON. HEALTH, ~, 375-382 (1962).. AmePtcan Tob. Co., R SummaPy oF Biologic ReseaPch on Tobacco. RH. TOB. CO., 80 pp. (~aPch 1961). RmeP~can Tobacco Co., ReseaPch LaboPatoPy, B.nalvsts oF CtaaPette Tobacco. Pamphlet. RmePican Tobacco Company, R Reuie~ of ~he B~o~ogi~ ReseaPch on Tobacco. R~. TOBRCCO COHPANY0 1956. ~msZeP, R., and Bonhomme, R., DtFF~cu~te$ de D~agnosti¢ des ~asses TumoPa~es S~.~ic~t~ue~ ~ec TubePcu~ose oP CanceP Sura~oute. POUMON 1_~4, 679-686 (3u~y-Aug. 1958). AmsZeP0 R., and Penneau, .H.," O~aciEes PulmonaiPes de Diagnostic DIFFtci~e hops d'Associations DiuePses. CONCOURS Med. 80, 5135-5146 (Nou. 29, 1958). AmulPee, The Manaqemen~ oF Aduanced CanceP. INTERN. CANCR., 14, 851-855 (1958). ACTA. UNIO 16-

.fin .l~ppra~sal of the Smok~ngL_un_D_~___C_~_C~n~cer~ IsSu~e. New E.ng. 3. Pied., 264, 1235-1240 (196|)). AnackeP, H., Change ~n ~he SuPa~ca~ Cl~s.~F~cat~on en~ UniFoPm~tv. oF Histo~og~ce~ C].essiF$cat~on oF Lung CanceP. FORTSCHR. ROENTGENSTR., 9~5, 580 (OCT. 196|) Anacker0 H., Deue~optnental Stages oF Bronth~a~ CaPc~noma. RADZOLOGE., ~, 52-58 (~y AnackeP, H., Dia~nos~$ oF Lung CanceP. STRAHLENTHERAP~E, ~0~, 259-267 (~957)o RnackeP, H., and Linden, G., DIFFePent~al D~aono$~s Betmeen CaPctnoma and ~nFlammat~on ~n the Lu~ ~ith the Rid oF the Bronchoaram. FORTSCHR. ROENTGENSTR., 93, 665-67~ (1960). ~nastasatu, C., RaduZ~scu, N., CioFlec, D., and NegPea, H., Primary Bronchial CanceP and Pulmonary Tuberculosis. Ftiziologia, ~, 545-560 (1959). Anaueri, G., and Pisapia, ~., Cancer oF ~.he.Lunos in the Female Sex. Reu~e~ oF the Literature and Study o~ Th~Ptv Cases. ~L POLICINICO, 7~, 29~-307 (1964). Rncetti, A., Z$ Histologic DemonstPa¢~on oF PPecancePous State_Poss~b~.,in Case ~F La~vngea~ ~p~the~ma?. HZNERUR OTORZNOLARZNGOL., ~, 14-18 1955). Ancheu, N., and Ratcheu, R., SctenttFlc-ReseaPch ~oPk in the F~eld oF Oncolog~ ~n BulgaP~a. NEOPLASHA, ~, 235-238 (1962). RndePsen, A.~ H., .ExpePimental Studies oF the PhaPmacologv o~ Actiuated..Char¢o~l. ....~. Ad$oPpot~oq Po~eP oF ChaPcoal in AQueous Solutions. ACTA PHARH. TOX,, KBH, ~, 69-77 (1946). AndePson, A. E., BuechneP, H. A., YageP,. Z., and Ziskind, ~. H., BPoncho~enic CaPcinoma ~n Young Hen AH. ~. HED., 16, 404-15 (1954). AndeP$on, C. R., No Smoke ~ithout Some FiPe. NED., 262, 1042 (1960) (LetteP to Ed.). NEH ENG. Andepson,-C. S. and Dtble, 3. H., $tltco$ts ~n~ CaPctnoma o~ The Lung. 3. HYG., 38 185-204 (1938). AndePson, C. W., Oaks FPom AcoPns. (London), 7_~7, 30i-313 (1963). PUBLZC HEALTH - 17-

Anderson, D. O., & Fe~ts, B. G., ~31.s.~Annu.a~ Roy~l Co~e~e o~ Phys~ctans and Surgeons o~ Canada. CAN. MED. ASSOC. 3., @6, 389-390 (1962). AndePson, D. 0., Boyes, D., and Dean, 3., ~ommittee on Specia) Diseases. BRIT. COLUHBIA HED. 3., ~, 451-453 (1964). Anderson, D. 0., Ferrt$, B. G., 3r., and Ztckmantel0 R., Leuels oF AiP Po~ution and RespipatoP¥ Diease in Berlin, ~.~w Hamps.ht~. AH. REU. RESP. DIS., ~0, 877-887 (1964). RndePson, D. 0., .Smoking_and Res~tpato~__y~Disease. PRESENTED BEFORE 91ST HEETING AH. PUB. HEALTH ASSOC.° Kansas City, ~o., NouembeP 11, 1963. RndePson, D. 0., Smoking .and Resp!PatoPy Disease. AH. HEALTH, ~, 1856-186~ (1964) .... RndePson, D 0., Ten Uses oF Epidemioloov. ASSOC. 3., 961, 1403-1404 (DEC. 23) CAN. NED. AndePson, E P., and Law, L. N., BtochemistPv o~ CanceP. ANN. REU. BIOCHE~., 2__~9, 577-608 (~9~0.). RndePson, G N., Endemic and Epidemic Diseases. LANCET, 70 No. 2), 69-71 (Feb. 1950). 3OUR. AndePson, 3 D., E.pttheltoma oF the ~tp. Med. 3. 32, 1025-1026 (0c¢. 18, 1958). SOUTH AFRICAN Anderson, 3 P., (LetteP to Editor). j (11), 540 (1961). Scottish Had. 3., Anderson, 3 P., Adams, A. N., Clyne, .D.G.N., Piney, ~., & Nicho~son, G., ~ung Cancer Among Nhite South AFricans. Lung Cander Propaganda. Discouraging Smoking. BRIT. HED. 3., 19620 (i), 560-562. RndePson, 3. P., CioaPette Smoking and Disease. LANCET, i, 1021 (1958). AndePson, 3. P., ~.pidemtoloov o~ Lung CanceP. OFF., 1960 (t), 366. t4ed. AndePson, 3. P., Lung CanceP Among Nhtte South RFPicans. BRIT. HED. 3., 1962 (tt), 340. AndePson, 3. P., HoPta~ity and HoPbidiEy in the RtmospheP~. LANCET, 1961, 823 - 18-

Anderson, 3., Bronchogenic Carcinoma~ Letter Editor, Med. OfFicer (3uly 1959). Anderson, 3., The Dangers oF ~__moking. 424-426 (1962). NURS. TIMES, Anderson, 3,, and Campagna, F. A., ~sbest~s~s. and Carcinoma of the Lung. Case Report and Reuiew of th~ Literature. A.M.A. Arch. Environ. Health, ~ (1), 27-32 (1960) Anderson, M. R., Induction of Partial Acquire~ Tolerance to a CarcinoGen. NATURE, !94., 1290-1291 (1962). Anderson, M. R., Uariations in the Rate of Induction of Chemical Carcin~Qenesis Accordina to DiFFering Psvcholo~ical States in Rats. NATURE, 204, 55-56 (1964). Anderson, M.D., and Coffey, R.3., The Declinina Incidence of Carcinoma oF the Stomach. GEORGETONN MED. BULL., 17, 201-207 (1964). Anderson, O. W., Cancer and Smokina. 3. (i), 696 (1960) (Letter to Ed.). Can. Med.-~ssoc." Anderson, R. 3., A Forward Stride in Occupationa~ Health. PUBLIC HEALTH REPORTS, ~8, 453-455 (May Anderson, R. 3., Air Pollution, Respi~to~y Diease ~nd the NTA. N. UIRGINIA HED. 3., 6q, 3~2-337 (1964). Anderson, R. 3., ~p~demlologic Studies of Air Pollution. DIS. CHEST, 42, 474-481 (1962). Anderson, R. 3., New Dtrecttqns.in Enuironment=~ Health. AM. 3. PUBLZC HEALTH, 53, 1439-1446 (1963). Anderson, R. 3., The Physician and Enutronmenta~ Health. ARCH. ENUIRON. HEALTH, ~, 557-558 (1964). Anderson, T., Cancer R~.gistr~tion in the Western Region oF Scot~and. CAN. HED. ASSOC. 3., 196~., 1~90-1394 (DEC. 2~) Anderson, N., Maynford, N.U.,. and Turner, R.C., The. Radon Content of the Atmosphere. Nature, ~7~, 424-426 (1954). - 19-

Rnderuont, H. B. and Dunn, T. B., Tr~nsp3.antation o~ S~pontaneous and Induced Hepatomas in Inbred Mt~,q. ~, NRTL. CANCER INST., 13, 455 (1952). Anderuont, H. B. and Shimkin, M. B.0 ~ologi.ca11~ Testing oF Carcinogens: Pulmonary Tumor Inductio~ ~echni UCLg~. 3. NATL. CANCER INST., ~0 225~39 (1940). Anderuont, H. B., Induction oF Hepatic Lesions~. H_._e~atomaF, Pulmonary Tumors and Hemanolo-e~dpthe1~omas in Hice with o-amino~zotoluene. 3. NATL. CANCER INST., ~, 131-53 (1941). Anderuont, H. B., Btolo~ical Background FoP Expertment~l Nork on Tumors. CANAD. CANCER CONF., 2-24 (1954). Andervont, H. B., Bipj.oQical Studies on the Mammar~ - Tumor Incite~ i~ Mice. Ann. N.Y. R¢~d. Sci., ~ ........... 1004-1011 (1952). Anderuont, H. B., Further Studies on the Susce.ptibi~itv p~ HYbrid Mice to Induced and Spontaneous Tumors. NAT. CANCER INST., ~, 135-145 (1940). Anderuont, H. B., Heston, W. E., Dickie, M. M., Fekete, E., and GriFFen, A. B., Session UII, Genetic TechniQues ~n~the StU~ oF C~ncer: New Approaches. 3. NATL. CANCER INST., 1~5, 773-778 (1954). Rnderuont, H. B., and Dunn, T. B., Occurrence oF Tumors in Ni~d House Hice. 3. NATL. CANCER INST., 28, 1153-1164 (1962). Anderuont, H. B., and Lorenz, E., Dlbenzanthracene Tumors in.Mtcp -- The Production oF Subcut~nebus~ Pulmonary~ and the L~uer Tumors by Serum Di~.persions . and L~rd Solutions. PENNSYLURNIA ~ED. 3., 1940, 1535-1540 (AUG.). Andosca, 3. B., and Maloney, A. H., piE.~erent~al piangosis oF DiFFuss Pulmonary InFi~trations POST GRADUATE HED., 1955~ 28-37 . Andre, H., Observations Concerning Cancers in Gabon. Bu~. Assoc. Franc. C~ncer, ~, 848-862 (1959). Andre, P., and Pine1, 3., TreatmentoF Cancer oF th~ P_,v. riForm Sinus. ANN. OTOLARYNGOL, 75 (7)° 369-383 (1958). Abstr. in: EXCERPTA HED., CANCER, ~ (11), 99 (Hatch 14, 1967). - 20 -

Andreasen, Erik and Kirs¢ine 8orum., ~stologv of Ear~ Re~ctions Fo~owing a S~na~e. Application of 9,]O-DimethNl~|,2~enzanthra~ene t~.~H~use. Sk~: ~.n T~0 DtFFe~en¢ Stages of Hair Formation, ACTA PATHOL. H~CROBZOL. SCAND. ~6 (No.l) 59-71 (1959). Andreasen, ~. 0., and P£ndborg, 3. 3., Deue~opment OF Cancer From 861-866 (1963). Andrews, ~. H., 3ensik, R., ~nd Pfisterer, N. H., F~uoPoscop~c Pulmonary Dens~ogP~h~. D~S CHEST 117-126 (Feb. 1959). ~ndrews, 3.N., Community R~P Pollution= R Deue~oping Health Problem. U.S.P.H. Rept., 7.~, 37-41 (1956). Andrews, N. C., and Klassen, K. P., ~ght Years..! .Experience with PulmonarN Biogs~. 3. Am. Hed. Assoc.. .1.64., ]061-]069 (3u~y 6, 1957). Andrews. G. C., Cancer of Lower L~p,~a~ Come From Chronic Sunburn. SCZ. NENS LETTER, ~9, 24~ (1941). Andrtal, Mi~ad, Tracheal and Bronchial Sguamous Meta.plasia ~n InFluenza. A.M.A. Arch. Path., 94-102 (1959). Androsou, N. S., Pulmonary Chondroma. HOSKUA 7_~9, 134-136 (1957) In Russian. UESTNIK KHIR. Anezlrts, N., Ta Khondromata Tou Pneumosos. Helleh., ~, 473-484 (3uly-Rug. 1958). Rcta Chtr AngeZeEtt, P., Gayle, R., Hoore, B., and Sun¢zeff~ U., Changes In Protein and Enzyme Patterns During ED~derma~ Carc~nogenests. PROC. AH. ASSOC. CANCER RES., ~ (3) (1961). AngPtsant, G., HuseZZa, S., and Curzio, G., ~ Diagnos! Cttologica dell'Espettorato Col Retodo dt Feulgen ne~ C__~ncro de1 Polm~ne.; Rassegna De1 Uart Herod1 Per. l'Indagine Cl~olog!ca e Crtt~rt dt Maltqn.~a Zst~!oatca e C~toZoq~ca. Rcta Ned. XtaZ., .13, 122-126 (Hay 1958) AntEschkow, S. B., and Kusnetzow, A. Z., Das Hertz- ~ungen-NebennierenpPapara~. ARCH. EXP. PATH., 137, ]68-179 (1928). Anonymous, .(DetePminaE~on oF} Arsenic ~n Tobacco. HETHODS OF RNRLYSZS, ASSOC. OFF. AGRZ. CHEN., 9TH EDZT., 306-307 (1960). OFF. - 21 -

fnonymous .... find Slow Deatfl, 49-53 (Feb. 1963). RE'fDER~S'DIGEST, ~__~, fnonymous, ~,2,3,_4-D~benzp~Pene. (20), 298 (1958). fNGEW. CHEM., 7Q fnonymous, 45 YeaPs oF PP__P_o_g.Pess. fNN. REP. (1962). fM. HEfRT fSSOC., fnonymous, 1..~96__O...S¢~ence Reutew. ~, 405 (1960). SCIENCE NENS LETTER, fnonymous,2nd Z_~t_~ePna~tona~ ConFePence to .be Het.d PaP~s~ 271h-29th fugust~ 1961. Theme: Ps.ychos.omat~c ~s___j~_~ts oF N~o_p~.ast~c Diseases. CHEST & HEfRT BULL., 1961., 32 (Feb.). fnonymous, ~ 4-BenzpyPene in Diesel HotoP ExhaustF. RNGEN. CHEH., 72, 350 (1960). fnonymous, 3,4,.9~lO-.Dt~enzDvPene Found ~n CoaZ TaP. fNGEN. CHEM., 70 (4), 53 (1958). fnonymous, 3~4-Benzp_y_p_ene in Diesel HoEoP Exhausts. RNGEN. CHE~., 72, 350 (!960). fnonymous, 3_~4--B_~enz_q_~l~ene in So~l. (19), 293 (1961).. fNGEN. CHEM., 73 Rnonymous, .3:4,~:9-~.~.~enzp¥~ene Found ~n High Botltna Coal TaP. fNGE~. CHEH., 70 (Nos. 22-23) (Nou. 26, 1958). fnonymous, 40 Smoking Rabb~ts Rid Lung Cance~ ReseaPch. SCI. NENS LETTER, ~., 389 (1957). fnonymous, 4th Na¢tonal CanceP ConFePence - 1960. fRIZONf HED., 17, 734-739 (1960). fnonymous, f Biological HeEhod ~oP Quant~Ea¢~uel~ HeasuP~ng EFfectsoF f~r Pollutants. CHEM. ENG. NENS, ~963, 45 (f~gust 19). fnonymous, f BPoad Ute~ oF CanceP. LRNCET0 1957, 837. fnonymous, f Case oF CaPctnoma oF the. Lun~ EndocPtne Changes Demons~Pafied at the Pos~gPaduatq Hedtcal School oF London. BRIT. HED. ~., 196.~. (t), 1492-1494. fnonymous, f Cause oF CanceP? ~ED. NORLD, 95, 386-387 (Nou. 1961). - 22 -

Anonymous, A Cltntcop~tholoaic ConFerence Held at Herc~ Hospital~ P~ttsbuPgh .... A.DPtl 5, 1961. One Thousand Cases oF Lung Cancer. PENN. HED. 3OUR. 3-4 (1964). Also pp. 32, 34. Anonymous, A Deadl,.V_ Habit. 696-697. BRIT. HED. ~., ~96~ (i), Anonymous, ~ Digest oF the Latest News oF Interest to the Nurse. 3. PRACTICAL NURSING, .196~, 15 Anonymous, A Dut£ to InForm. 10, 984 (1964). CANAD. HED. ASSOC. 3., Anonymous, A Nedtcal Letter Statement On Smoking And Luno Cancer. NED. LETTER, ~ (1), 1-4 (3an. 8, 1960). Anonymous, A Nedlcal Letter Statement on Smoklno and Lung Cancer. CA (N.Y.), 10 (2), 58-59 ~1960). Anonymous, A Rattona~..Ap.proach to Alp Pollution Leg'tslatton. NANU. CHEN. ASSOC. ZNC.,. 19pp, 1958. Anonymous, A Reasoned Vte~ on Smoklna and H~alth. 3. ~NISS. STATE NED. ASSOC.,, ~, 289-390 (~9~4~. • Anonymous, A Reute~ oF P~bllc Health Progress duPlna 1963. CALIF. HEALTH, 21 (15), 119-120 (1964). Anonymous, A Study oF Pollution--AlP. A STAFF REPORT TO THE CONHZTTEE ON PUBLIC NORKS, UNITED STATES SENATE, September 1963. U. S. Government P~lnttng OFFice, Nash~ngton, D. C., 1963. Anonymous, R Surue~ oF Current Nedtcal Kno~!edge on the Relationship Between C~gaPette-Smoktng and Lung Cancer. CONSUMER REPORTS, 20, 67~73 (1955). Anonymous, ANA' Response ¢o the Smoking Problem. AM. NED. ASSOC., 18___Z7 (6), 7 (1964). Anonymous, Abnormal Chromosomes. ~9 (4), 50 (1961). SCZENCE NENS LETTER, Anonymous, Absa~z.uon Tabak~aPen 1957 Gesttegen. TABAK-ZEZTUNG, 6~8 (11), 4 (1958). Anonymous, Absence oF InterFeron in Lung~... ASSOC., 180, 345 (1962). NED. Anonymous, Accuracy of Death CertiFicates. 3., 1958, tt, 1399-1400. BRIT. NED. - 23 -

Anonymous, ~ccura~_oF~ Death ENG. & WALES, H.M.S.O., 1958. STAT. REU. Anonymous, Accuracy oF Mortality_~atistic~. NED. 3., .1964 (ti), 1121-1122. BRIT. ~nonymous, ~ettology oF Stomac.h.CanceP4 1962 (t), 537-538. BRIT. NED, .~., Anonymous, ~g oF the Lun .g_L___p~r__s~e__c.t!ue~.. HAHNEMANN NED. COLLEGE & HOSP. SYMPOSIUH PAPERS, PhiZadeZphia0 Pa., Nov. 18-20 1963. Anonymous, Air Pollutin--A Gro~tno Menace. NEWS LETTER, 30, 10-11 (July 1, 1961). SCIENCE Anonymous, Air Pollution ConFerence. .3. AM. MED. ASSOC., 181, 344 (1962). Anonymous, Air Pollution From Autos Put under Study bv P.H.S. OIL, PAINT & DRUG REPORTER, 18___~1 (10), 58 (1962). ' Anonymous, Air Pollution - Public and Private. ISLAND NED. J., 4_~5, 157-158 (1962). RHODE Anonymous, Air Pollutlon Research Activities Extended. 3. AN. NED. ASSOC., 182.., 35 (Nov. 17, 1962). Anonymous, Air Pollution Measurements oF the Nation~l At.p .S~mplt~:N~twork,.An~lyses oF Sus~ende~ Parttculates.~ !957-1961. SELECTED U.S. GOU'T, 1963, 217 pp. (Feb. 1). Anonymous, Air Pollutlon Linked to Cancer. Study Shows Sharp Uartattons in CarctnQ.~entc Agtiu!t~ of Pollutants Found in DIFFerent Citles. CHEM. ENG. NEWS, 38 (23), 33 (1960). Anonymous, Air Pollution and Society. 1964, 207 (Feb. 8). CHEM. IND., Anonymous, ~tr Pollution and the Tobacco Smokina Health Controversy. REU. TABACS, 38 (244), 11-15 (1963). Anonymous, Air Pollution an~ Health--Seventh Annu~l Air Pol~ution Medical Research Conference. SCIENCE, 145, 184-186 (.1964). Anonymous, RiP Pollutlon Heetlng to .Discuss Sma1~ Particles. OIL, PAINT & DRUG REPORTER, 172 (15), 38 (1957). - 24 -

Anonymous, A~r Pollut~on Gets Increased Attent.~o__q_n__~ Cause of Cancer. NEST. TOBACCO 3., 9_~1 (B)0 21 (1964). Anonymous, Air Pollution Hazards Be~nQ .Inve.st~uated. 3. AH. NED. ASSOC., 166 (14), 27 (1958). Anonymous, A~r Pollution ~y ~e ~ Factor, Ant~-Slmo~nQ D~ue Continues Unabated. Tob. (U. S.), 15q, 26-28 (1960). Anonymous, Air Pollution and Lung Cance~. AHINCO LAB. NENS, ~ (1), 8 (1960). Anonymous, Air Po~lu~ton Studies On Auto Exhaust. CHEH. NEEK, 86 (25), 64 (1960). Anonymous, Air Pollution Stud~.I 3. AM. NED. ASSOC., 17~, 1363 (1960). Anonymous, Air Pollution and Cancer. ANGEN. CHEN., 72., 246 (1956). Anonymous, Air Pollutton~ A National Problem. U. S. GOU'T PUBL., 196____~3, 50 pp. (Feb. Anonymous, Air Pollutton--A Crowing Henace. NENS LETTER, 8--0, 10-11 (3uly 1, 1961). Anonymous, Air Pollution. 1962). Anonymous, Air Pollution. (3uly-August 1963). Anonymous, Alr Pollution. 5_~9, ~62 (~96~). SELECTED SCIENCE THE SCIENCES, ! (Feb. 1, CANCER BULL., 15, 70-72 3. S. CAROLINA MED. ASSOC., Anonymous, AIr Pollution. U. S. DEPT. HEALTH, EDUCATION AND NELFARE, 1958, P. H. S., PUB. No. 648 (1959). Anonymous, Air Pollutto~. U.S. DEPT. HEALTH, EDUCATION AND NELFARE, 1958, P.H.S. PUB. NO. 648 (1959). Anonymous,R__lr Poliutton. EUROTEX, APRIL ~960, ROYAUHONT, FRANCE, Abstr. in: ARZNEI~ITTELFORSCH., ~1. (2), 137-138 (1961). Anonymous, Air Pollution. HED. 3. AUSTRALIA, 196! (tt), 523 (Sept. 23). - 25 -

Anonymous, Air in the Cities: Nh.y It.~.a~ Be Unsafe. U. S. NEWS & WORLD REPT., !958, 68 (Nouember 28). Anonymous, Airborne Carcino~en Seen on the Increase. OIL, PAINT & DRUG REPORTER, 172. (22), 5, 55, (1957). UseFulness and Hode oF Action. BRIT. MED. 3°, !95~, (1), 1056-1058. Anonymous, All Cancer T~ed to DNA. SCIENCE NEWS LETTER, 80 (24), 379 (Dec. 9, 1961). Anonymous, Alueolar Carcinoma oF the Luqg ~tth Generalized Hetastatic Dissemination. REU. BRAS. CIR., 4__Q, 157-1~ (1960). Anonymous, American Cancer Soc~et~ AQain Connects Tobacco and Cancer Through Statistics. TOBACCO (U.S.)o 14~, 7-8 (1956). Anonymous, An Exercise in Retrospecttue E.ptdemtologv and Its Possible Uttlit£. AN. 3. PUB. HEALTH, (Feb. 1961). Anonymous, Animal Cancer Cured. 75, (18), 275 (1961). SCIENCE NEWS LETTER, Anonymous, Announces Ftrs~ Issue oF Medical Bulletin on Tobacco, with Brief Descrt.ptton o~ Policy and ~onten~s. MED. WORLD NEWS, MAR. 15, 15 Anonymous, Annual Report 1962. Cigarette Smoking. an~ Cancer. AM. CANCER SOC., Apr. (1963). Anonymous, Another Lung-Cancer Ciga~.e~te Smoktno Ltn~ .(Wvn~er & Lemon, F.). CHEM. WEEK., 8~ (18), 55-56 (1958). Anonymous, Anti-smokinQ Appea~. 79, 392 (1964). PUB. HEALTH REPTS., Anonymous, Antt-smoktna Cllntcs - ~ues.ttons in the Commons. BRIT. MED. 3., 196.~0 (tt) 268. Anonymous, AnEtcancer League of Israel. Smoking and Air Po~Iutlon as Causes o~ Bronc~ogenlc Carcinoma. HAREFUAH, 66, 209-210 (1964). - 26 -

Anonymous, ~.~en.~d~L~. Resolutton~.Fro~m_the S~mpoF~__u__m on Potential Cancer Hazards From ChemiCal Add~t~O.nS .and Contamina~E to FoodstuFFs. "SEUENTH YEARBOOK FOR CANCER RESEARCH AND FIGHT AGAINST CANCER IN THE NETHERLANDS", Amsterdam: HET NEDERLANDSCH KQNKERINSTITUUT, pP. 241-252, ~95.~0 270 pp. Anonymous, Area MortaI~/. MED. WORLD, (3une 1958). Anonymous, Arsenic L~nked to Cance~. LETTER, 76 (19), 310 (1960). SCIENCE NEWS -Qnonymous, Arsenic Role ~n Cancer Dpub~ed .... OIL, PAINT & DRUG REPORTER, 17___~4 (25), 4, 54 (1958). Anonymous, Arsenic and Lung Cancer. "Anonymous, Arsenic and. Lun~ Cancer-. 3~6__~ (~), 115-116 (~961). BRIT. MED. 3., BRIT..NED. 3,, Anonymous, Arsenic and Luno Cancer. .1961 (t), 115-116 (1961). BRIT. MED. 3., ~nonymous,Qrsen~c in C~garette~...BRIT. Ed~tor~a~ (~) 118-119 (1960). Anonymous, Arsenic In Tobacco..Smoke. 94 (t), (1946). BRIT. MED. 3., Anonymous, Arsenic in Tobacco May Cause Lung Cence~P. SCI. NEWS LETTER, 7--4 (24), 376 (1958). Anonymous, Arsenic in Tobacco. & HYG., 4~4, 448 (1953). MITT. GEB. LABENSMITT. Anonymous, Arse~Ic, Tobacco and Cance~. CHEM., 195____~9, 52 (TIRC, IU, 6, 17). MANUFACTURING Anonymous, Asbestos Wor.kers Live Longer but Ge~ Cancer. SCI. NEWS LETTER, 8~6, 297 (1964). Anonymous,. Asbestos and MalignancY. BRIT. MED. 3., ~96._....~4 (~), 202-203. Anonymous, AsbetosSs and PrSmary CarcSnoma oF the Lu__q~_g. A.M.A. QRCH. GEN. PSYCHIAT. 0 ~ (3u~y 1960). Anonymous, ~spec~s of Air Pollu~ton. 1964 (t), 1306-1307. BRIT. MED, 3., Anonymous, Asthma and Lung Cancer. 18~, 507 (1962). 3. AM. MED. ASSOC., - 27 -

Anonymous, Rt the Core of Cancer and U~ruses. MED. 3., 1519 (t) (1959). BRIT. Anonymous, Atmospheric Pollution ~n Iceland. BRITISH EMPIRE CANCER CAMPAIGN, Annua~ Report, 31, 106-7 (1953). Anonymous, ,Atmospherlc Pollution: If. Med~ca~ Aspects. 3. AM. MED. ASSOC., 17~, 212 (|960). Anonymous, Attack on ASSOC., ]82, 17 (Dec. 22, 1962). AM. MED. Anonymous, AU~O Exh@~s.t Dangers C~ted. ..3. AM. MED. ASSOC., 18!, 33 (1962). Anonymous, Background to This Month's Cancer Report. TOBACCO (ENG.), 82° 33-34 (March 1962). Anonymous, Basic Research on Tobacco. MED.0 254, 1191 (1956). Anonymous, .Benz_9_p~.r___tn_~_tn Cigarettes. ASSOC., 16~., 481 (1957). Anonymous, Benzpyrene From Exhaust. LETTER, 8_~1 (3), 37 (3an. 20, 1962) NEW ENG. AM. MED. SCIENCE NENS Anonymous, Bibliography on the Chemtstr~ of Tobacco Smoke. NATURE, 183, 1434 (1959). Anonymous, B!bl!og~phy: Tobacco - Effects: Smol~ng and Lung Cancer. U.S. Dept. H.E.W., P.H.S., N.I.N., N.C.I., Cancer Reports Section, 6 pp. (1959). Anonymous, Blenntal Report Summarizes Gains in Cancer Research and Treatment Stn~e 1957. S~oan-Kettertng Inst. Reports. Abstr. in: CHEM. ENG. NENS, 3@,. Part I, 50-52 (3an. 25, 1960). "" Anonymous, Biological Aspects of Cancer. RUST., 1958, 173. MED. 3. Anonymous, Bladder Cancer and Smoking. 1964 (t), 649-650. BRIT. MED. 3., Anonymous, Book Reviews: Smoking and Health. Report. of the Advisory Commtttee...and Smoke Screen by Senator NeubePger. PSYCHIATRIC QUART. SUPPL., 37, 347-348 (1963). Anonymous, British Can't Link Cancer to Cigarettes. MICH. STATE MED. ASSOC., 1955, 1016. - 28 -

Anonymous, Br~t~sh Empire Cancer Camp~t~n.: Tobacco Smoking and Lunq Cancer. BRIT. NED. 3,, 97-98° ]957. Anonymous, British Health ~n 1960. 180, 84 (1962). 3. AN. NED. ASSOC., Anonymous, British Scientist Doubts Ctgarett~-"Ro~e-~ Cancer. TOBACCO (U. S.), ~50 (9), 10 (1960). Anonymous, Bronchial Carcinoma. 1788-1790 (1962). NED. WELT, 34, Anonymous, Bronchial Carctnoms and Inha3ants For Asthma. BRIT. NED. 3., 1963 (t), 805. Anonymous, Bronchitis and Cancer. (2), 1318. BRIT. HED. 3., 1955 Anonymous, Bronchogentc Carcinoma. ASSOC., 3~, 309 (1962). IND. NED. Anonymous, Bronchogentc Carcinoma and the Combustion Engine. HED. OFF., 1959, 312 (TIRC, 7, 6). Anonymous, Bronchotracheal Response ~n Humaq InFluenza. 3. AN. NED. ASSOC., ~196!, 1191 (Dec. 30) Anonymous, Burk~ ~.¥~phoma Yields Hope Clues oF Cancer Etiology. HODERN HED., 33 (13), 58 (1965). Anongmous, CaliFornia Sta~e Senate Resolutions. H.R. 273 Relattue ¢o Cancer Control and Cure. CALIF. HEALTH, 22. (1), 4 (1964). Anonymous, Cam~a__t_gn..pn EFfects of Smoktno. TB HEALTH SOC., ~4, 3 (Hay-3une 1963). BULL. PENN. Anonymous, Can Carcinoma Be Cured?. ASSOC., 183, 364-365 (1963). 3. AN. NED. Anony~nous, C~nada Considering Smoktn~-cancer Link. MED, TRIBUNE, 196~., 31 (Aug. 31). Anonymous, Cancer A.gents That Surround Us. WHO a0alnst Cancer through-out the HorZd and on Walls in the Soviet Union Posters Are Ftoh.ttng ~he CtQa.~ptte. WORLD HEALTH, 196~., 16-17, .18-23, 32-37 (SepfembeP). Anonymous, Cancer Allegation Against Tobacco Firm. BRIT. HED. 3. (tt), 474 (1960). - 29 -

Anonymous, Cancer _C_~u~.e and PreuenEion, Enuironmontal ~actors., Personal Factor.s.~ Occupational H~zards. U. S. PUBLIC HEALTH SERUICE PUBLICATION NO. 959, 1962, 15pp. Anonymous, Cancer Cel~s Disappear AFter Hepatiq. InFections. SCIENCE NEWS LETTER, 8__0 (9), 136 (1961). Anonymous, Cancer Chemicals in Smog. LETTER, ~ (18), 277 (1961). SCIENCE NEWS Anonymous, Cancer ConFerence in Boise. ASSOC., ~!72, 827 (1960). NED. Anonymous, Cancer ConFerence in Den.uer, 3uly 20~21.. AN. NED. ASSOC., 172, 1662 (1960). Anonymous, Cancer ConFerence. 3. AN. NED. ASSOC., 177 (1), 24 (1961). Anonymous, Cancer Congress.. (9), 44 (1961). 3. A~. NED. ASSOC., 176. Anonymous, Cancer Control. WORLD HEALTH ORGANIZATION TECHNICAL REPORT SEA. 1963, 1-28. Anonymous, Cancer Control. (1963). Anonymous, Cancer Control. 793-96 (1957). Anonymous, Cancer Control. 908 (1960). Anonymous, Cancer Controuersy: Sums Up the Position to Date. (1958). Anonymous, Cancer Deaths• 85 (3an. 6, 1962) WHO CHRON., 1...~7 (5), 166-169 Anonymous, Cancer Detection• (11), 307 (1957).. THE ANTISEPTIC, 5--4 (10), NED. ASSOC., 174, NanuFacturers Committee TOBACCO (ENG.), 78, 58 3. AM. NED. ASSOC., 17~ DEL. STATE HED. 3., 2....~9 Anonymous~ Cancer Education• (Foreign Letters - United Kingdom)_. 3.A.~.A., 166, 1638 (HAP. ~, 1958) Anonymous, Cancer Experts No~ Blame Diesel Fuels Instead oF Tobacco. TOBACCO (Eng.), 76 (908)° ~ (1956). PUBL. HEALTH REPTS., Anonymous, Cancer Investigations. 77 (4), 306 (April 1962). - 30-

AnonymOus, Cance~ L~nked to Emotions. LETTER, 7_~6, 254 (1959). SCIENCE-NEWS .......... Anonymous, Cancer Nay Be Caused bv N~ckel ~m ~tgarettes, SCIENCE NEWS LETTER, 7__8, 227 (1960). Anoh~mbus'*"C~nceP Nay Be A Ntstak~. LETTER, 8_~0 (12), 189 (1961). SCIENCE NEWS .......... SCIENCE NEWS Anonymous, Cancer NtsE~ke.n ~n X-Ray. LETTER, 7~9 (18), 283 (1961). AnonYmous, Ca~c~P Ho~btdttY Series--Federal Spcuri¢~ ~_g~pc__£. U.S. Pub. Health Seru., 1-10, 1950-1952. 3. APt. Anonymous, Cancer Nortaltty Rates for 1960. NED. ASSOC., 1_~, 1058 (1962). Anonymous, Cancer Nortalttv Trends. Na~or Or~aE ~_y_~_~_tem~. NETROPOLITAN INS. CO., STATISTICAL BULL., 8-10 (1963). Anonymous, Cancer Morta~_~t__Trends Am99a Urban Wage ~arners.~ STATIST. BULL., 4.~ (12), 1-3 (1962). Anonymous, Can~er.P~eua~ance Suruey BRIT. NED. 3., 416 (Feb. 10, 1962). LANCET, 441 (Feb.. Anonymous, C_~ncer PPeuelance .~UrUeV 24, 1962). WHO CHRON., 1~8, 323-327 Anonymous, Cancer Preuention. (1964). 3. AM. MED. Anonymous, £ancer _pr_EgJ~,__a~anda.Chal.lenoe--d" ASSOC., .167. (11), 1425 (1958). Anonymous, ~ancpr Relation .St.u_dted• LETTER, ,79, (3), 38 (1961). SCIENCE NEWS Anonymous, Cancer Research. 1066-1067. BRIT. NED. 3.0 ~96___~2, (i) Anonymous, ~ancer.. Research. 888 BRIT. HED. 3., Anonymous, CancPP Rese.pPch and Eptdemioloov. OFFICER, 196~, 198 (Sept. 28). NED. Anonymous, Canc_____e.r Re____J~l~rCh Symposium. in Atl~antic City= A~plrill 7-9~ 196~. 3. AM. MED. ASSOC., 176 (1), B6 (1961). - 31 -

Anonymous,-C~nceP -ReseP~rch Headquart~rs._~.t Lvon.s.. AM. MED. ASSOC., ~94, 577 (1965). Anonymous, Cancer Risks oF Cosmetic~. 1233-4 (1959). BRIT. MED. 3., Anonymous, Cancer StaTe ~f~c~s Checked in~S~ue~ oF A~titudes. TOBACCO (U. S.), 14_~4 (11), 28 (1957). Anonymous, Cancer Seminar FoP Sogtheastern States~ Nouember 1~,]8~ 1960. 3. AM. MED. ASSOC., ]~, 822 (1960). Anonymous, Cancer Seminar in F~orid~. ASSOC., ~74, 36 (1960) o AM. MED. Anonymous, Cancer Sites oF Husbands and Nives. HEALTH REPTS., 7__Z7 (4), 292 (Apri~ 1962). PUBL. Anonymous, Cancer Society Hears Fallout Warning. 3. AM. MED. ASSOC., 17_~8, 31 (Nou. 25, 1961). Anonymous, Cancer Society Issues Smokin0-Cancer LeaFlet. SCZ. NEWS LETTER, 7_~2 (24), 376 (1957). Anonymous, Cancer Speci~lists at Tokyo Heet Proue Heauy Smokers. THE MAINICHI, 1957 (Oct..29). Anonymous, Cancer Studies Continue. Tobacco Industry Research Committee Studies Possible Ro~e oF Tobacco in Disease. CHEM. ENG. NEWS, 3~ (6), 52-5B (1959). Anonymous, .Cancer Test. CHEM. WEEK, 95 (2~), 86 (1964). Anonymous, Cancer and Auto Fumes. 2866 (1956). Anonymous, Cancer and Bronchitis. 16~, ~14 (1956). CHEM. ENG. NEWS, 3_~4, NED. ASSOC., Anonymous, Cancer and Bronchitis. 389-390 (1963). PRACTITIONER, Anonymous, Cancer and Chronic Alcoho~ics. .BRIT. MED. ~., 1957 (1), 1195. Anonymous, Cancer and Environment: No Link Found. AM. NED. ASSOC., 181, 18 (Aug. 11, 1962). Anonymous, Cancer and Smoking. (ii), 748-890. BRIT. MED. 3., 1960 - 32 -

Anonymous, Canter and Smoking .... ANGEW. CHEM., 6_.~8 (3), 33, (1956). Anonymous, Cancer and Tobacco OR.~nions Presented at ~mpos~um.. TOBACCO (U.S.), 14._.~2 (9), 12 (1956). Anonymous, Cance~ and Tobacco; the, t4os¢ Recent ,Americ~n Stat~stics. HINERUA HED., 4_~5, 544-545 (1954). Anonymous, Cancer and the Hind. LANCET, 196~ (tt), 353. Anonymous, Cancer as a Public Health Problem. NED. OFFICER, !@61, 270-279 (1961). .. Anonymous, Cancer du poumon en Europe. Rapport sup le cancer du poumon chez le fumeur presente a l'Assemble~ consultattue du -Counseil de l'Europe.-, NEDECINE ET HYGIENE, 2~2, 597-599 (1964). Anonymous, Cancer from Other People*s Smoke. NED. 3., 1964 (t), 229-230. BRIT. Anonymous, Cancer in Connecticut 1935-1951. STATE DEPT. HEALTH (1955), 141 pp. CONN. Anonymous, Cancer of the Lung Has Increased 50Q Percent. PHIL. NED., 49, 1256 (1954. Anonymous, Cancer of the Larynx. (1955). BRIT. NED. 3., 840 Anonymous, Cancer of the Lung. 3., 7_~6, 887 (1957). CANADIAN NED. ASSOC. Anonymous, Cancer of the Lung. 465-466 (1954). NEW ENG. 3. NED., 249, Anonymous, Cancer of the Lung. (1955). PHYS. BULL., 2Q, 13-17 Anonymous, Cancer of the Lung Discussed During Seuenth Annual Symposium on Nalignancv. QUART. BULL., Ind. Untu. Ned. Center, .1;~., 28-30 (1954). Anonymous, Cancer of the Skin. PUBL. NO. 378, Reutsed 1963. U. S. PUB. HEALTH SERU. Anonymous, Cancer of the Oral ~, 105-109 (1964). CANCER BULL., Anonymous, Cancer of the Larynx. (3une 27, 1964). LANCET, 1.~64 I, 1490 - 33 -

-Anonymous, C-anceP oF ¢.he L~_~P?~X. 111-113, 119 (1959). THE C¢~NCER BULL. Anonymous, CanceP oF the Lung. EDITORIAL,. HEALTH NEWS, NEH YORK STATE, 3_~4, 3 (3une 1957). Anonymous, Cancer--o~-the ~ung --A GPo~g-H.e~lth Problem. STRTISTICRL BULLETIN, HETROPOLITAN LIFE INS. CO., 20 (11), 7 (1939). Anonymous, CanceP oF the Lung. 3. aH. PIED. aSSOC., 1347 (1954). anonymous, CanceP oF the Piouth and Resp~PatoPy TPact. U. S. DEPT. HEW, NIH, NCZ, 1959. 20 pp. anonymous, CanceP oF the Lung. 17~, 923 (1960). anonymous, CanceP oF the Lung. anonymous, CanceP oF the TonGue. 128. 3. RH. PIED. aSSOC., NATURE, _187, 115 (1960). PENN. HED. 3., .~945, Anonymous, CanceP O'F t~e ~uccal Cau~. ~R~T. ~IED. 3., ~955, 3o-31. Anonymous, CanceP oF the Lung ~n ~ndustP¥. 3., 1955 (2), 780-781. BRIT. HED. anonymous, CanceP of the Skin and PPe-CancePous Les~ons oF the Skin and oF the OPal Cavity. NEW YORK HED., 1955, 778-800. Anonymous, CanceP oF the Lung and Tobacco. " TRANS. aSSOC. HED. aRGENT. REU., 7.1.., 161-163 (1957)~ anonymous, Can.eel, Ct~aPette, ~nd Human NatuPe. SCI., 195~, 41 (3une 25). PIED. anonymous, ~ance~, HoPmo~.es, Linked. LETTER, 7~ (15), 238 (1961). SCIENCE NEWS Anonymous, ~anFeP.~ Tobacco.~ and the ReseaPch Done the FPench Tobacco State Piono~olv. REU. INTERNAT. TABRCS, 3__~5, 71-72 (1960)~ anonymous, CanceP~ UIPuspsand CtgaPett~s. DAILY NEWS, Ed~EoPlal (apPtl 8, 1963). NEW YORK anonymous, CanceP-Smoktng Dtsput~.. 7_~4, ~5 (1958). SCI. NEWS LETTER, - 34 -

~nonymou s, C a n c e r-Smo k i__n_g_~_v__m~ o~ i u__m ~ Fie ~ d_. (U.S.), ]40 (]7), 198 (1955). TOBACCO Anonymous, CanceP-Tobacco Link. CHEM. ENG. NENS, 3_~5 (24), 28, 30 (1957). ~nonymous, CanceP. (1954). BRIT., VET. 3.., ~11Q ~4.)~ 117-119 Anonymous, Cance__~P. SCIENCE, 13___~5, 937 (1962). Anonymous, CanceP: A NoP~d~de Henace. Some Facts and F__~Lgres on Its OccurPente in the United StateF And AbPoad. U.S. CongPess, 86th, Senate, U.S. Gout. Printing OF~., 40 pp. (1959). Anonymous° CanceP: Can Education He~p?, ZNTERN. 3. HEALTH'ED., ~, 171 (1962). Anonymous, Canned Foods and CanceP. BRZT. HED. 3., ]961 (~), 362-36~ (Aug. 5). Anonymous° CaPc~nooen ~n GPoundnuts. BRZT. HED. 3., 1964 (~), 204-205. Anonymous, CaPc~noqenes~s. LANCET, 1964 (~)0 1314. Anonymous, CaPc~no~enes~s and Cosmetics. 3. AH. HED. ASSOC., 107, 1583 (3u~y 25, 1959). " Anonymous, CaPc~nooen~c ~ents 3G. 11, 12, 1954, PaP~umeP~e Kosmet~ck, ~6, 26 (1955). ~nonymous, CaPc~~c..HazaPds oF A~P Pollution. CAN. HED. ASSOC. 3., 87., 411-412 (1962). Anonymous, CaPc~nooen~c R~sk OF ZPon-DextPan. BRZT. HED. 3., 1964 (~), 1583-1584. Anonymous, CaPc~nogen~c R~sks oF ZPon-Dext~q. BRZT. HED. 3., 1960 (~), 788-789 Anonymous, CaPc~nooen~c R~sk oF TaP O~nEmen~.. BRIT. HED. 3., 1960 (~)° 84. Anonymous, CaPc~nogen~c R~sks ~n Food Rdd~t~ue$ ~d Pesticides. HONTHLY BULL. HZNZST. HEALTH LAB. SERU.° !.9, 108-112 (1960). Anonymous, CaPc~no~ens ~n C~gaPeEte. Paper. BRZT. ~ED. 3., 1174-1175, 1954. - 35-

Anonymous, Carcinogens ]954 (2), 1213-1214. BRIT. MED. Anonymous, ~rcinogens in Tobacco. 892. LANCET, .1~ (1), ........... Anonymous, Carcinogens in Tobacco Smoke. 3., 1960 (t), 868 (Edit.) BRIT. NED. Anonymous, Carcinogens in Cigarette Smok~. MED. ASSOC. 3., 7~., 305 (1955). CANADIAN Anonymous, Carcinogens in Tar. 3. AM. MED. ASSOC., (8), 751 (1961). ' Anonymous, Carctnooens. AM. PERFUNER, 75, 17 (1960). Anonymous, Carcinoma oF the Esophagus... LANCET, 195.~, 653-654. Anonymous, Carcinoma oF the OeEphagus in the AFrican. THE CENTRAL AFRICAN 30URNAL OF MEDICINE, ~, 11 (Nou. 1962). ....... Ahonymous, Carcinoma of.~ Stomach and Smoked Food. DEUT. NED. NOCHSCHR., 88., 2208-2209 (1963). Anonymous, Carctnom~__oF the Lung. 56-57. LANCET, 195____~9 Anonymous, Carcinoma oF the Lung - An NAPT Symposium. ~ePort of a Heeting He~d in London 22nd NouembeP~ 1957. NATIONAL ASSOC. PREU. TUBERC., London, 1958. Anonymous, Carcinoma of the Lung. ~960 (ii), 265-267. NED. 3. AUSTRAILIA, Anonymous, Carcinoma of the Larynx. 758 (April 8). LANCET, 196!. (1), Anonymous, Case 51--1962. PresentaEl.on of Case. NEW ENG. 3. MED., 267, 256-260 (1962). Anonymous, Case Records of the Massachusetts CenePa~ .Hospital. Case 44-1964. 515-521 (1964). NEW ENG. 3. MED., 27!, Anonymous, :Case against Ctgarettes.Unprouen. -TOBACCO (U. S.), ~5~. (26), 7 (3une 29, 1963). Anonymous, C~sh-tn on LungCancer Publtcit~. CHEM., 3_~3, 252 (1962). NANUF. ut u~ o~ o~ ¸ 36 -

Anonymous, Casua]ties .oF Dirty Air. (ii), 202 (1960). NED. OFFICER, 1960 Anonymous, Causation of Cancer. 46, 1532 (1958). AN. 3. PUBL. HEALTH, Anonymous; Cause of Cancer. (Oct. 1961). GENERAL PRACTICE, 24~ 9 Anonymous, Causes of Bronchial Cancer. 1961 (tt), 1134-1135 (Oct. 28). BRIT. NED. ..... ~nohymous, Causes of Death. Na3ignant .Neoplasms, 1950-1952 and 1958-1960. EPIDENZOLOGICAL AND UITAL STAT. REPORT, .1~ (No. 7-8, Pt. II), 1963. Anonymous, Causes of Lung Cancer. (1962). Anonymous, Causes oF Lung Cancer. (t), 477. Anonymous, Caution on Cancer Cause: NATURE, 19~, 1028 BRIT. NED. 3., 195__~6 TIRC Questions Conclusion of Study Group on Smoking Inhaled. CHEW. ENG. NEWS, 35 (19), 38-39 (1957). Anonymous, Cell Growth in Cancer. SCIENCE NEWS LETTER, 76 (22), 341 (1960). Anonymous, Chan0ing Thoughts in Cancer. NED. SCI., (9), 12-22 (1957). Anonymous, Changing Trends in Cancer BULL., 1.__~5 (5), 97 (1963). Anonymous, Chemicals Studied ~or Carcinogentcitv. PUB. HEALTH REPT., 79, 350 (1964). Anonymous, Chemicals ~n Euervdav. Lt~e: Cancer Probers~ ~P_~Le_~. OIL, PAINT DRUG REPTR, 185 (1), 4 (1964). Anonymous, Chemicals~ Cancer and Con.~ecture. 3. AGR. FOOD CHEW., ~ (1), 76 (1957). Anonymous, Chemotherapy and Cancer. NED. WORLD, 98, 121-123 (1963). Anonymous, Chest Consultants and Smoking. 3. AN. NED. ASSOC., 16___~, 1085 (1957). Anonymous, Chest Physicians Issue Smoking AN. NED. ASSOC., 18__~2, 40 (Oct. 6, 1962). CANCER - 37-

Anonymous, Chest Physicians on Smoking. 65., 1236 (1962). PENN. HED. 3., Anonymous, Chest Phvstc~ans Statement on C~g.~ette Smoking. RHODE ISLAND PIED. 3., 45, 525-526 (1962). Anonymous, Cholesterol Plays Some Ro~e ~n Cancer Growths. SCI. NEWS LETTER, ~.5. (6), 89 (1959). Anonymous, ~_~L~P__e_t__~Rad~o~ct~u~tv L~nked to 'Cancer. (Editorial) SCI. NEWS LETTER, 66., 105 (August ]5, Anonymous, C~q~Pette Ruling PIny. Spur Cencer Su~ts. PHYSICZAN~S LEGAL BRIEF, ~, 1 and 4 (3uly 1963). Ahonymous, C~Qarette SmokSno and Hea~th: Lord Hatlsham's Plain Words-,-- BRZT. MED. 3.., ~9~ (t)0 952-953. Anonymous, ~g_a~ette Smoking and Lung Cancer. PROC., ~, 462 (1962). PIED. Anddymou~, C~garette Smok.t~n~.:pn~ ;~ts. P~rntctous.._EFFects on the Health and Economy o~ the Nat~on. CALCUTTA NED. 3., 51, 270-273 (1954). Anonymous, C~oarette Smoking and H~gh~ Death Rates. TENN. PIED. 3., 5__Z, 1097-1098 (1954). Anonymous, C~.gaPetto Smoking. Records 1962 Resolution by Board oF Re.g~nts,.... American College ~F Chest PhyF~c~ans. HRNAIZ HED. 3., 22, 211 (1969). Anonymous, C~_~g_~P__e,~e Smoking and Hea~th. R Review oF Studies ~n California. CALIF. HEALTH, 2~I (5), ~-40 (1963). Anonymous, ~g~pette. Smoke Extract Causes Cancer ~n Do__~g~. 3. AH. UET. PIED. ASSOC., 1~, 1121 (]963). Anonymous, C~garette....S.~ok~ng and Lung Cancer. STATE PIED. 3.° 4_~8, 485-486 (196~). NEBRASKA Anonymous, Cigarette Smoking and Hea~th. Part ZZ. .E~.pPess~ons oF Author~tat~ue O~n~on. CALIF. HEALTH, 2.~., 41-44 (September 15, 196~). Anonymous, C~0arette Smok~n.g and Hea~th. Part ZIT. A .Proposal ~oP Action ~n CaliFornia. CALIF. HEALTH, 21, 49-55 (October I, 1963). - 38- o~ c~

-Anonymous, C~garet~e Smokin.~ and~H~p~_~. ~, 44-45 (October 1963). Rx Health. Anonymous, ~i_~garette Smoking and Healt_~h. AM. PUB. HEALTH ASSOC. ANN. NEETING, Kansas City, No.0 Nouember 13, 1963. Anonymous, Cigarette Smoking Is a Health Hazard. NENSNEEK, ~6__~4, 48-50 (3anuary 20). Anonymous, Cigarette Smoking. 1326 (1963). NEW ENG. 3. NED., 269_, Anonymous, Ctgaret.te Smoking and Health.. HEALTH, 5~4, 125-126 (1964). AM. 3. PUB. Anonymous, Cigarette Smoking.and Health.. HEALTH, 5_~4, 322-324 (1964). , AM. 3. PUB. Anonymous, Cigarette Smoking and Health. the Canadian Public Health Association. HEALTH, 5_~5, 31-32 (1964). Statement by CANAD. 3. PUB. Anonymous, Cigarette Smoking and Health. CALIF. STATE ~EP~. PUB. HEALTH (Book~e~)~.-1-964.~ --.(Series oF ~aj~e~ printed in Calif. Health during 1963.) Anonymous, Cigarette Smoktnq and Lung Cancer. SOC. NEN 3ERSEY, 6_~1, 291 (1964).. 3. MED. Anonymous, Cigarette Smoking. 606-607 (1957). CAN. MED. ASSOC. 3., Anonymous, Ctoarette Smoking As A Primary Cause oF Lung Cancer. MED. SCI., ~ (9), 6-8 (1957). Anonymous, Cigarette Smoke and Lung Cancer. 3., 1._~8, 328 (1957). N. C. MED. Anonymous, Cigarette Smoking and Health. MED. 3., 4~0 (11), 634-35 (1957). RHODE ISLAND Anonymous, Cigarette Smoking and Health. A Statement oF Public Health OFFicials. TIDSSKR. NORSKE LAEGEFOREN., 8~4, 300-304 (1964). Anonymous, Cig~rette Smoking and..Lung qance~. & FOOD TECH., 2._~2, 224-226 (1959). MILK Anonymous, Ciga~.ette Smoking as a Cause oF Lung Cancer. The Euolution oF a Nytht. NED. PROC. (Union oF South AFrt, ca) editoria~,.pp. 437-441 (Oct. 17, 1959). - 39 -

Anonymous, C~g~ret..t__e S_moktng a 'Form of" Sut¢~e~: PENN. PIED. 3., 6_~.~, 1110 (1960). ' Anonymous,, C~e~Ee Smok~na Causes Lung_Cancer. NAT~. EDUC. ASSOC., 3._~5, 60 (Feb. 1946). ................ Anonymous, C~rette Smoktno, Luno Cancer, And the Medical ProFesston's Responstb~l~Ey. CAN .MED. ASSOC. 3., 1961,. 1024-1025 (MAY 6). Anonymous, Ctgare¢.~e Smoking and Lung Cance~. PROCEEDINGS, ~ (9), 341-46 (1956). PIEDICAL Anonymous, Cigarette ~moke and the Drainage oF the ~£onch~al Tree. MED. 3. AUSTRALIA (~), 105 (3u~y 13, 1961). Anonymous, C~.~re.~_~e TaP Chemlcal Causes .Tumor on Plan'ts. Science Ne~s Letter, 6~7 (23), 361 (1955). Anonymous, ~_~ette__~-Cancer Research. N.Y. STATE DEPT. HEALTH NEEKLY BULL., Feb. 11, 23 (1963). Anonymous, C__~garette~C.anceP L~nk. 6.._~.9, 375 (1956). SCI. NEWS LETTER, Anonymous, Ctgare~te-Smoktng and Health. LANCET, 1962' (~), 118~. Anonymous, Cigarette-Smoking and Lung Cancer: Lord Hai~sham Attacks Poster Censorship. BRIT. PIED. 3.0 196~ (5), 1095-1096. Anonymous, Cigarettes (Health Hazards) 1964 (t), 1111-1112. LANCET, Anonymous, Ctgare~tes Cause Cancer PIedtcs. Instst.~¢ Trt~;i.~amaoe Sut~ Against Ltgget & ~ePs. ADV. AGE, 3.._.~.1, 12 (APP. 1960). Anonymous, ~garettes Smoking and Hea~th. CALIF. STATE DEPT. PUBLIC HEALTH, Report Submitted to the GouernoP oF Ca11~., 3uly 19, 1963. Anonymous, Ctqaret~es and Lunq C.~.Dcer. 195____~6, Hay 19. BRIT. PIED. 3., Anonymous, ~.!g~retEes and Cancer. 4_~4, 254-255 (1954), AM. 3. PUB. HEALTH, Anonymous, Cigarettes and Cancer Causation. DOCTOR, 2~0, 45-46 (1954). CAN. - 40 -

AnOnymous, C~__~j;L~re~'tes:.and Cancer'. (14), 27 (1957). ~ CHEM. ENG. NEWS, 3.._~5 Anonymous, ~j_g~ettes and Carcinoma: A Calamitous Combination. 3. OKLA. STATEMED. ASSOC., 46° 327-328 (1953). Anonymous, ~i.garettes and Cancer. LAYMAN SPEAKS, ~, 279-287 (1954). Anonymous, Cigarettes and Cancer. (3uly-August 1963). WORLD HEALTH, 7-8 Anonymous, Cigarettes and Lung Cancer. NEWS, ~ (1), 86 and 90 (1963). MED. WORLD Anonymous, Ciqarettes and Disease. 3__Z7, 974-975 (1963). S. AFRICAN MED. 3., Anonymous, Cigarettes and Lung Cancer. 1964 (i), 508). BRIT. MED. 3., Anonymous, Cigarettes and Health: The Mass Consumer ~aks. Supplement to Cigarettes and Health: The Mass Consumer Speaks - Uerbatim Comments. THE FORUM, 6~4 (6) (1964). 26 pp. + 31 pp. Anonymous, CiqaretEes and Lung Cancer. MED. ~UART., 4_~6, 16-17 (1954). NATL. ECLECTIC Anonymous, CiqaretEes and 'Lung Cancer'. STATE MED. 3. (ed.), 4__~5, 159-160 (1960). NEBRASKA Anonymous, Ciqarettes and Cancer oF the Lung. MED. ASSOC. 3. (ii), 486 (1960). CAN. Anonymous, Cigarettes and Cancer. HEALTH NEWS, April, 1955, Page 6. ARIZONA PUBLIC Anonymous, Cigarettes and Cancer. (1956). SCIENCE, 12__~, 68 Anonymous, Cl.garettes or Health? 441-442 (1962). PRACTITIONER, 188o Anonymous, p~garettes or Health? 289-290 (1961). PRACTITIONER, 18.___~6, Anonymous, Cigarettes, Lung Cancer and Inhalation. PRACTITIONER, 19____0, 552-553 (1963). - 41 -

Anonymous, Gi___~r__ettes,....Lun0 Cancer and the ProFessiona~ Education CommiLtee. 3. SOUTH CAROLINA HED. ASSOC., 60, 227 (1964). Anonymous, Cigarettes. LANCET, 1957 (1), 1337-1338. Anonymous, C,__tg~ettes: Test For Nicotine and Tar ~n the Smokes of 33 Brands; Hedical Aspects: The. Cance~. Ltnk~=oe is Sttll Not Clear. CONSUHER REPORTS, 2_~2 (3), 100-110 (1957). Anonymous, Classification of LunQ Tumours. LANCET, 1963 (it), 726-730. Anonymous, C~ear Warn~pQ; Miami C~garette-Cancer ~ase. PRINTERS INK, 27___~2, 12-13 (Aug. 12, 1960). Anonymous, Cl~n~ca~ Conference on ~anceP. ASSOC., 17__~7 (8), 37 (1961). 3. AM. MED. Anonymous, ~11ntco__patholoQ!c ConFerence L_Be_~p_q.rt From Ueterans Administration Hospital, HtneF, Illinois. POSTGRAD. MED., 2_~5 (No.3), 339-49 (HARCH 1959). Anonymous, Clintcop&Ehologtc Conference. Ueterans Administration Hp~pital. A1ueo~ar CeZ~ Carcinoma. TENN. STATE NED. ASSOC., 5_~4, 252-255 (1961). Anonymous, Codizioni ProFessiona~i Cancerogenetiche. Ann. Laring. Torino, (Suppl. to No. 1, 1958), 455-460 (1958). Anonymous, Coffin Nails Once A~ain. 1962, 15 (3une 18). MED. TRIBUNE, Anonymous, Coffln Nails' .and Education. TRIBUNE, 1963, 11 (April 29, 1963). MEDICAL Anonymous, Coffin Nails, II,~. (3uly 2) - Editorial. MED. TRIBUNE, 196.___~2, Anonymous, Comments on Cancer of the Mouth. EYE, EAR, NOSE, AND THROAT MONTHLY, 4__~1, 214 & 223 (1962). Anonymous, Committee For Research on Tobacco and Health Holds First MeettnQ. 26-27 (1964). 3. AM. MED. ASSOC., 18___Z (6)° Anonymous, Common Sense About Cancer. 183 (TIRC, IU, 5, 11). MED. OFF., 1959, - 42 -

Anonymous, Commons D~scuss C~.qarette Advert~s~ngL S__p_o_t__~dtno, Lu~ng_Cancer. TOBACCO (Eng.), 8_~1 (960), 87 ~ (1961). ,Anonymous, _Cow.m.~_~e___t~son BetuJoen Mean Concenteattons ~ the AtP of IndustPtal Toxic Substances ~n Gormany~ the " United Stat.es, G~e~ Britain and Russia. RASS. MED. INDUSTR., 2_~9, 470-485 (1960). Anonymous, Co____m.p~ehenstue PPo~Pam oF ReseaPch on Tobacco and ttealth. ACS RepoPts on Statistical Eu~dence. 3. AM. MED. ASSOC., 18__~6 (11), 32-33 (1963). Anonymous, Connection Between Smog and CanceP. ENG. NEWS, 3_~4, 1305 (1956). CHEM. Anonymous, ContPtbutions to CanceP ContPol bv the Stimulation of the Phys~.o~oo~ca~ Ppotect~ue Po~eP oF the OP~an~sm.. ONCOLOGIA, 1_~5, 312-32~ (1962). Anonymous, ConErolltqg L__~. Cance~. (1962). CA, 1_~2 (2), 74-76 Anonymous, ~g~h.._~.nd Eostnophtllc BPonchttts in Lung CanceP. 3. AM. MED. ASSOC., 17.__~3, 1881 (1960). Anonymous, Council on Tobacco Says Nothing PPoued. on Smok~nq-d~sease.. ~ED.. TRIBUNE, 196.____~4, ~ (Aug 31). Anonymous, Counselltno Patlents about Health Hazards. CA, 1_~3 (2), 70 (MaP.-ApP. 1963). Anonymous, C__p~ee tn~ on CanceP. (22), 30, 32 (1957). CHEM. ENG. NEWS, 3.__~5 Anonymous, Cuban Scientists Flnds No Tobacco-Health Link. TOBACCO (U.S.), 14___~7 (13), 14-15 (1958). Anonymous, ~yEoloo!cal D~agnosts oF CanceP oF Lun__qD3~. 3. AM. MED. ASSOC., 15___~40 1300 (1954). Anonymous, Danoers of Cigarette Smoklng. 3., 1957 (1), 1518-1520. BRIT. MED. Anonymous, DanoePs of CtgaPette Smoking. HED., 6~3, 388 (1964). NORTHWEST Anonymous, Dead~N__~Cg~aPeE~es. 133-134. BRIT. NED. 3., 196..___.~4 (i), Anonymous, Death FPom CanceP. 571 (1960). 3. AM. MED. ASSOC., 17__.~3, - 43 -

Anonymous, Death Rate From Cancer Double Among Smokers. SCZ. NENS LETTER, 6_~60 395-396 (]954). Anonymous, Deaths from Primary Lung Cancer ~n United ~Eates. NEN ENG~ 3. HED., ~, (7) (Feb. 1963). Anonymous, Deaths From Smoking. (~), 1451-1452. BRIT. HED. 3., 1964 Anonymous,, Detecting [_~.uno Cancer. 582-583, 1954. BRIT. HED. 3., Anonymous, Detecting Lung Cancer. 10-11. LANCET, 1959 (2)° Anonymous, DetectionoF Cancerogen~c Aromatic Substances and Separation oF Accomp~n_D_ytn___g___~Z ~_~P_~es ~n Tobacco Smok@., Res. Rep. Hed. Acad. Dresden, C~fiy Hosp. Dresden-Fr~edr~chstadt, I Hed. K~n~c, Apr~ 1959, 18 pp., 42 page Suppl. Anonymous, Detection oF Lunq Cancer. LANCET (~), 1211-1212 (3une 3, 1961). ~nonymous, D..~ete~mination oF Cancerog#~tc Aromatic Hydrocarbons and Separation oF Interfering Accomp~nvtn~ Substances in Tobacco Smoke. Hed. Akad. Dresden, Stadtkr~nkenhaus, ls~ Hed. Clinic, Int. Rep.., 18 pp., 42 pp. SUPP., (APR. 1959). CANCER BULL. Anonymous, ~iagnos~.s oF Lung Cancer. TEXAS, ~, 114-116 (Nou., Dec. 1957). Anonymous, Diagnosis oF Pleura1 Effusion. 3QnnotattonsZ. LANCET, !, 564 (Mar. 14, 1959). Anonymous, Diagnostic Errors in Bronchial Carcinoma. F_(_~_q~_~__t.~n Letters - GermanY). 3.A.H.A., 16.__~9, 1099 (MAP. 7, 1959). ANGEW. CHE~., Anonymous, Dtazomethane As Carctnoaen. 7____2., 366 (1960). BRIT. HED. 3., Anonymous, Diesel 0tl and Lung Cancer. 1956 (1), 1092-1094. BRIT. HED. 3., Anonymous, D~sease and AlP Pollution. 842-843 (1959).. SCIENCE NENS LETTER, 7_~9 (3), Anonymous, Do You Know. 46 (1961). - 44 -

Anonymous, Doctors Say Cancer Claims Ape St~}l ~ S_peculattue Sta_g~. TOBACCO (U.S.), 14___~ (7)° 24 (|956). Anonymous, Dr. Dupu~s Says Cancer Question ~s Still Unanswered: Scare Past Peak. TOBACCO, 14___~1 (15), 26 (1955). Anonymous, ~r___~ug-Induced Teratogenes~sj Carclnogenests~ and Blood Cyscmas~as. CAN. MED. ASSOC. 3., 8_~7, 719 (1962). Anonymous, Drugs UePsus Cancer. 485 (1961). HANUF. CHEM., 3_~2 (11), Anonymous, Dual Lung Cancer Cause. 6~8, 263 (1955). SCI. NEWS LETTER, Anonymous, Durban and Lung Cancer. Editorial, MED. PROC. SOUTH AFR. 3. ADUANCEHENT NED. SCI., ~, 509-512 (1959). Anonymous, Earl~ Detection of LunQ Cancer. J., 1961 (tl), 818-819 (Sept. 23). BRIT. NED. Anonymous, Editors Foru__mL ("Health and TOBACCO (U.S.), 14___~, 8 (1956). Anonymous, Effect of Tobacco Smoke on Lungs. MED. J., ~962 (tt), 1457. BRIT. Anonymous, Effects of Smoking. (Foreign Letters ~ United Kingdom). 3.A.N.A., 16__~4, 690 (June 8, 1957). Anonymous, Effects of Smoking. .Report of Ne.ettng of the Royal Society of Nedtctne~ 26th February, 195~. Lancet, ~, 511-512 (Hatch 9, 1957). Anonymous, Eggs and Carcinogenesis. 504-505 (1963). Becc, 4~O¢h, Anonymous, E1 Tobaco y ha Salud. 847 (June 20. 1963). DIA NEDICq, 3_~5 (40), Anonymous, Elutton of 3~4-BenzpvPene and Related H_~.drocarbons from Spots bY Plpsma Proteins. SCIENCE, 12___Z7 (3296), 474-475 (1958). Anonymous, ~.gltsh Surgeon Links Urbantzaton to Lung Cancer. TOBACCO HEALTH RES., ~ (3), 2 (1964-1965). Anonymous, Environmental Health Problems. TOXIC., ~, 33-35 (1963). FOOD COSMET. u~ - 45 -

Anonymous, Enu~.ronmentA~ and Other Canc(~r HazArds. FOOD COSMEI. TOXIC., ~, 207-210 (]963). Anonymous, Enutronmental.Carctnog~n__~s. Dept. HEW ApproprSatSon HearSng FY 61 (House Approp. Comm.) PP. 724-726 Anonymous, Enu~.ronmental Cancer. 12__6, 836 (1944). 3. AM. MED. ASSOC., Anonymous, Epidemic and UttA]. StAt~sttcs Report. ~orta31ty from MalSQnant Neoplasrn~ o___F_.~h_~ System. Cases of and Deaths from Infectious Pl~g_~e_~_Measles. WORLD HEALTH ORGANIZATION, EPIDEM. UITAL STAT. REPT., ~, 211-302 (1955). Anonymous, E~.~m~olo.cLV. of CAncer. 24___~6, 515-516 (1952). Ne~ Eng. 3. Med., Anonymous, ~j~emSoIog~ of Cancer ~n RfrSca. ROYAL SOC. MED., 5--6 (7), 529 (3uly 1963). PROC. Anonymous, Epidemio12g~/_~oF Cancer. AMER. PUBL. HEALTH ASSOC., 85TH ANN. MEET., CLEUELAND, OHIO, NOU. 11-15 (1957). Anonymous, ~ptdemtology of Cancer. BRIT. MED. 3., .~95___~8, 99-100 (3uly 12); TIRC, III, 8, 10. Anonymous, E.pldemtolo~v' of Cancer. (Foreign Letters - Un~ed Kinodom). 3.Q.M.A., 16___Z7, 2114-2116 (Aug. 23, 1958). Anonymous, E_j~_~miolog#. oF Lun~ Cancer. Med. OFficer, 336-337 (3une 10, 1960). Med. Officer, 336-337 (3une 10, 1960) .... Anonymous, ~.p~demtoloQv of Pulmonary Cancer. Med. 3., 5_~3, 1053-1054 (1960). South. Anonymous, Eptdemtology..."The Disease of Our Centur~ ~s Cancer". CANCER BULL., 1958, 107-109. Anonymous, Eplthel!al Hype~plasta in the Lungs. LANCET, 1957, (1) 921-922. Anonymous, Epoxtdes, Peroxides and Lactones as Carc~nooens. FOOD COSMET. TOXICOL., ~, 65 (ApP~ 1964). Anonymous, Et~olog~ca~ Inuesttgat~ons ~n Regard to Luno CArcinoma. KREBSARZT, ~, 352-353 (1962). - 46 -

Anonymous, Etto3.o~N. and Th_o__~a_p_y oF Cancor. I.C.R.S. (Inst. Contemp. Russ. Studies), 2-- (2), 9-14 (1960). Anonymous, E.t..~_O_,~_._o.,g,,y.__o_F" Cancer oF the t.arNnx. PIED. 3., 195_____~6, 3une 30, pp. 1533-4. BRIT. Anonymous, Eualuat~on oF the Potential Carc~nooentc Action oF a Drug. INTERN. CONGR. SER., EXCERPTA PIED. FOUND., 75, 112 (1964). Abstr. in: FOOD COSPIET. TOXZCOL., ~, 361-365 (1965). Anonymous, Evaluation oF the Carcinogenic Hazards oF Food Add~t~ues. F~Fth Report oF the 3o~nt FAO/NHO E_~ert Committee on Food Addtttues. COLUMBIA UNIU. PRESS, 1961. Anonymous, Evaluation oF the Carc~noqentc Hazards oF Food Add~ttues. FOOD TECH., 1_~_6, 70 (AUG. 1962). Anonymous, Eualuatton oF the Potential Carc~nogentc Action oF a Druq. INTERN. CONGR. SEA., EXCERPTA PIED. FOUND., NO. 7_~5, 112 (1964). Anonymous, Experimental Znuesttgat~on oF Carcinogenic P~_~_~_~ert~es oF Cigarette Smoke. PIed. Res. Council, Carcinogenic Subst. Res. Group, Ann. Meet. Brtt. Ned. Assoc. Torquay, 3une 15-24, 1960, Sct. Exhibt¢. Anonymous, ~xper~men~a~ L~nks Between Tobacco and L.u~.g Cancer. BRIT. PIED. 3., 1958, t, 1050-1051. Anonymous, Experimenta3. Lung Cancer Production Eased by Pellet. PIed. Ne~s, ~, 3 (3une 9, 1958). Anonymous, ~xpert..Commtttee on Health Stat~sttcs; Sixth R__ej~o~rt Includtnq Thtrd._~R~port oF the Sub-Committee on Cancer Statistics. Norld Health Org. Techn. Rep. Set. No. 164, 1-43 (1959). Anonymous, FDR Color Btll Follows Delany Tack oD. Cancer. OIL, PAINT & DRUG REPT., ~ (21), 3, 35 (1959). Anonymous, Familial Trends oF Cancer. 734-735 (1964). N~TURE, 20__~, Anonymous, Fertilizer Mlnerals Do Not Cause Cancer. DEUTSCH. TQBANDAU, 4--1 (15), 118 (1961). Anonymous, Filters and Cancer. ~). TIME, 196____.~2, 39 (AUG. - 47 -

Anonymous, First Lung Cancer Law Suit C].alm F~i]s ~_U.S_:.l TOBACCO (Eng.), ~, 64 (1960). Anonymous, F~rst Phase of Lun~ Cancer Study Completed. Callf. Health, State Dept., 1953 (Dec. 15). Anonymous, Fl~.~.s, Mice and Humans United ~n Cancer Study. SCIENCE NENS LETTER, 79 (13), 200 (1961). Anonymous, Florida D~u~s~on Participates ~n E_ptdemiologtc Study of Cancer. 3. Florida Med. Assoc., 46, 727-728 (1959). Anonymous, Flu and Chemical Causes LuQ9 Growth__~n Mice. Science News Letter, 67, (23), 357 (1955). Anonymous, Fluorspar and LuELqa__~_ncer. ASSOC., 189, 527 (1964). 3. AM. MED. Anonymous, Food Addittues ~nd Cancer. 1961, 268 (Nov. 3). MED. OFFICER, Anonymous, Four New Cancer Studies No~ Under Nay at Haruard. 3. AM. MED. ASSOC., 181, 38 (SEPT. 29, 1962). Anonymous, Fr___~g#n_D__~Ms_~__~r_~__pra~is. -- Is~ dle karztnogene wirkung der gerbssure auch am menschen nachgewiesen? DEUT. HED. NOCHSCHR., 8~g, 2165 (196~). Anony~nous, French Ciarettes and Lung Cancer. Med. 3. (tt), 1498 (1959). Brt~. Anonymous, Fur Forschungsbethtlfen auf dem Gebtet der Tabak- und Krebschemie. ANGEN. CHE~., 72, 295 (1960). Anonymous, Gastric Cancer in Iceland. (TEXAS), 13 (5), 89-90 (1961). THE CANCER BULL. Anonymous, Genetic Concep~ for the OP~otn of Cancer. ANNALS OF THE NEN YORK ACADEMY OF SCIENCES, UOLUHE 71, ART. 6, PAGES 807-1241, SEPTEHBER 30, 1958. Anonymous, Genetics and Cancer. PAPERS PRESENTED 13th ANN. SYHP. ON FUNDAHENTAL CANCER RES., UNIU. TEXAS, AUSTIN, 459 pp (1959). Anonymous, Germ-Free M~.ce..Found Immun.e ~o Cancer~.. scI. NENS LETTER, 7~ (2), 24 (1958). - 48 -

Anonymous, ~]_~cer~ne Producers' Assoctaton Passes on a R_~_port lhat G]y_~er~ne ~s One of the Most Effect~ue Add~t~ues For Reducing. the Amount of_~.~.~-Ben~J~/.rene Rppe~r~nq ~n CSqarette Smoke. OIL, PRINT & DRUG REPORTER, 17___~9 (18), 38-39 (1961). Anonymous, Good-Bve to Benspyrene? CHEM. ENG. NEWS, 3~4, 225 (1956). Anonymous, Government Rct~on on Smoking and Lung Cancer in E~.gland and Nales. LRNCET, 27__~3, 40 (1957). Anonymous, Government Rctton on Excesstue C~gare¢E~ Smoki~g._and Health ~n ~he U.S.A. PUBL. HERLTH REP., ~ (9), 786 (1957). Rnonymous, Gouernment Rctton on Smoklng and Lung Cancer. BRIT. MED. 3., ~, 4~9, (1957). finonymous, Gouernment fi~t~tude to Report on Smoking. and Cancer. BRIT. MED. 3 .... 1962 (t), 808-809. Anonymous, Ground Rules For Studles in Carcinogenesis. CRN. NED. RSSOC. 3., 8__~5, 204-205 (1961). ~nonymous, Half oF Lunq Cancers Too Late For Su~.gery. SCI. NENS LETTER, 7__~1, 347 (1957). Anonymous, Hammond Continues Cancer Claims. (U. S.), 14___~5 (25), 25 (1957). TOBRCCO Rnonymous0 Hazard oF Che~, X-r.av~. 281-83 (1956). TUBERCKE, 3_.Z, Rnonymous, ~azards.__o~C~gapeE~e Smoking. MED., 26.__Z7, 1043 (1962). Anonymous, Hazards oF Mass Radiography. 1232-1233 (1959). NEW ENG. 3. BRIT. MED. 3.0 Qnonymous, Hazards oF Smoking and ~he Medical ProFession. INDIQN MED. 3., 5~8, 193-194 (1964). Qnonymous, Health Statts~tcs Center. (1960). SCIENCE, ~, 726 Rnonymous, Heated Fat and Carcinogenesis in Fats. NUTR. REUS., 20, 346 (1962). Rnonymous, H~stolootcal Nomenclature oF Human Tissues. KrebsForsch. 6~3, 75-98 (1959). - 49 -

Anonymous, fiis¢opatho].ogica]. Studies of Pu]monar~ Tumors. Becc, 4__QOth, 263-264 (1963). Anonymous, Histopatho]og~cal Class~f~cation of Lung Tumors. NHO CHRON., 1_~8, 233 (1964). Anonymous, Hormones and Cancer, 1963). TODAY'S HEALTH (Feb. Anonymous, Im___munity Reactions to Cancer. 3., ~.6~4 (1), 2-4. BRIT. MED. Anonymous, ~mmunity and the Treatment of Cancer. LANCET, 1964 (i), 479-480. Anonymous, Increase in Cancer oF the Lung• Assoc., 16~0, 1430 (1956). Am. Ned. Anonymous, Increase in Lung Cancer Hay Have Connection with Sauna Bathing. NED. TRIBUNE, 1__~96_~4, 8 (Nov. 14-15). Anonymous, Induction and DifFerentiation oF an ~plthella~ Tumor in the Newt (Triturus Crlstatus). ENBRYOL. EXP. HORPH., 1_~0, 337-356 (1962). Anonymous, Industrial Lung Cancer. 411-412. LANCET, 195.____Z (1), Anonymous, Industry's "Cancer RoZe". Letter, 7~7, 227 (1960). Science News Anonymous, In?~uenza Uirus and the Incidence oF PrimarN Lung Tumors in Nice. LANCET, 194____~0, (2), 487. Anonymous, InFormational Campaign on Smoking-Cancer 'Issue. 3 AM. HED. ASSOC., 16___Z7 (12), 25-26 (1958). Anonymous, Injury and Bronchial Carinoma. ~., 196___22, (1) 657. BRIT. NED. Anonymous, International Attack on Cancer. 3., ~963 (tt), 1488. BRIT. NED. Anonymous, International Su.~port.oF Cancer Research. CANAD. HED. ASSOC. 3., 9_~1, 981 (1964) & NATURE, 20__~4, 331 (1964). Anonymous, Internatlona~ Cancer Congress. (3337), 1512-22 (1958). SCIENCE, 12___~8 Anonymous, Internatlonal Symposium: Inhaled Particles and.q~pors. NATURE, 18___~5, 433 (1960).

Anonymous, InternaEio~.al_____~.grta]1~N___~rends at the O)der ~__g~_~. METROPOLITAN LIFE INS. CO., STAT. BULL,, 4_~2, 6 pp. (1961). Anonymous, ~nvestiqa~.!~g Cancer. NED. OFFICER, 196.___~1 (t)0 55 (Feb. 3). Anonymous, Irradiation of Cancerous Growths: Nh_N_~L~. MED. SCI., 2 (12), 41 (1957). When Anonymous, Is Britain ~qtng ~n Cancer Fight. NEWS, 196____~4, 18 (Nou. 13). MED. Anonymous, Is There Such a Disease ms Bronchiogen!¢. Carcinoma. DEUT. HED. WOCHSCHR., 8~8, 1855 (1963). Anonymous, Is Tobacco Really Resposibl.e for Pulmonary Cancer?. IGIENE E SANITA PUBBLICA, 17, 420-422 (1961). Anonymous, It's a Coffin 51-52 (1964). N. VA. NED. 3., 6._~0, Anonymous, ~upy Decides Cigarettes Caused Lung Cancer ~ut CompaqY.oiS Not L~ab~___~e. SCIENCE, ~3~2, 404-405 (~960). Anonymous, K__e_.Y_.~!u__e_ to Lung Cance~. 3. AN. NED. ASSOC., 15___Z7, 257 (1955). Anonymous, La Soc~e__.~_e Amerlcalne de la Lutte, Cont~e Cancer. REU. INTERN. TABACS, 3~4 (312), 18 (1959). Anonymous, L__~__j~_reuentton du cancer. 7_~2, 302-303 (1964) PRESSE MEDICALE, Anonymous, ~..La_J2~euen~ton ~u~._canceP.~ 7__~2, 302-303 (1964). PRESSE NEDICALE, Anonymous, Labial Leukopl.akta in Tobacc~ Smokers~ (Leucop~aste Labtal.e des FumeuPs.~ PRESSE NED; 6_~1 (NO. 22) 470 (NARCH 28, 1953). Anonymous, Latest on Smokt~.g and Cancer. AND WORLD REP., 195___~5, 45-47 (3UNE..17). U. S, NEWS Anonymous, Less Oral Carcinoma ~n HaleE. ASSOC., 18--3, 900 (1963). 3. AM. NED. Anonymous, Liqht and Cancer. (3), 251 (1961). 3. AM. MED. ASSOC,, 176 Anonymous, ~tghters ms Lung Cancer Factor. ASSOC. 17__~0, 1616 (1959). 3. AM. NED. - 51 -

Anonymous, L~nk Addtttues and Cancer. M~ce and MaR Leukemia. SCIENCE NEWS LETTER, 7_~9, 340 (3UNE 3, 1961). Anonymous, L~nk Smo~t__n_g_~_nd Cancer. 6_Z7, (25) 387 (1955). SCI. NEWS LETTER, Anonymous, L~nk Smoking w~th Lun_g_D~sease Dec~des Cancer. SCI. NEWS LETTER, 6_~8, 393 (1955). Anonymous, .L~nk~_Personalttv w~th Cancer. SCIENTIST, ~963, 419 (August 29). NEW Anonymous, L~~ck and Cancer. .176 (7), 645 (1961). 3. AM. MED. ASSOC., Anonymous, Literature Review on Tobacco Smok~e Its Constituents and Other Properties. 3AP. HONOP. CORP., ~961, 241 pp. (December 31). Anonymous, Lung Cpncer Among Immtqrants.. ASSOC., 16___~6 (I), 75 (1958). 3. AM. MED. Anonymous, .Lung Cancer Among the Indians. 207 (1961). CA, Z_~t (5), Anonymous, Lung Cancer Cells Grown. LETTER, 7__~9 (3), 36 (1961). SCIENCE NEWS Anonymous, Lung Cancer Cells Gro~n. LETTER, 7._~9 (3), 36 (1961). SCIENCE NEWS Anonymous, Lung Cancer Committee. ~ (7-8), 224 (July-August 1963). 1963). PHILADELPHIA ~EDICA, 5._~9 736 (3une 28, Anonymous, ~u~nLC~ncer Death Rates. (Foreign Letters - United K~ngdom). 3. A. M., 168, 1~95-1396, Nou. 1958. Anonymous, Lung Cancer Deaths ~n Women. REPTS., 7__~9o 560-566 (1964). PUB. HEALTH Anonymous, Lung Cancer Detection. (1), 3 (1958). SCI. NEWS LETTER, Anonymous, Lung Cancer Death Rate ~n England Being Stud~ed. SCI. NEWS LETTER, 7~4 (1~), 200 (1958). Anonymous, Lung Cancer Facts. CA-BULL. CANCER PROG. ~, 35-36 (1959); (T~RC, IU, 5, 1). Anonymous, Lung Cancer Increases. 195____~4, 180. Rocky Mr. Med. 3., - 52 -

Anonymous, ~u~n~_~C..~ncor RHODE ISLAND MED. 3., 4._~1, 92 (Feb. 1958). Anonymous, ~u._._n.~ Cancer Preuention and the Ph__h~.~ician. CA (N.Y.), 1.__~0 (2), 54 (1960). Anonymous, ~.ung. Cancer Stud£. AMERICAN CANCER SOC. 3. Am. Med. Assoc., 17__~2, 177 (1960). Anonymous, ~g__C_mncer Total Htgh~ SCI. NEWS LETTER, (20) 315 (1959). Anonymous, .~ung Cancer Trigger~d____b.~ Chemica~ Reaction. SCZENCE NEWS LETTER, 7~8, 233 (1960). Anonymous, ~~ancer and Cigarettes. (i), 596-597. LANCET, 196.__~2 Anonymous, L___u~_~L Cancer ~nd Srnokin__g. 40. LANCET, 1957, (1), Anonymous, ~un_q_~_~L__C.~cer and Smok__~~National Cancer Institute of Canada (Special Report).. CANAD. MED. ASSOC. 3., 7_~9, 566-568 (1958). Anonymous, ~ung Cancer and Bronchitis. 1963 (ii), I144-1146. BRIT. MED. 3., Anonymous, Lung Cancer and Month oF Birth. 1963 (tt), 1210. LANCET, Anonymous, Lung Cancer and Other Euils oF Smoking. MILITARY MED., 12___~8, 1237 (1963). Anonymous, Lung.Cancer and Smoking. 1374-1375. LANCET, 1964 (~), Anonymous, ~ung Cancer and Smoking. 3., 5._~9, 80 (~963). W. VIRGINIA MED Anonymous, Lunq Cancer and Chronlc Bronchitis. MED. 3. AUST., 1964, (i), 926-927 Anonymous, Lun~ Cancer and Atmospheric Pollution. MED PROCEED., 10, 237-241 (1964). Anonymous, Lung Cancer and Smoking. (4), 108-9 (1957). NnPT BULL., 20 Anonymous, ~ng Cancer and Tuberculosis. ASSOC., 16__~6 (9), 1077 (1958). 3. AM. MED. - 53 -

Anonymous, ~_~ng. Cancer and Constitution. 3., 1959 i, 1096; (TIRC, IU, 6, 15). BRIT. MED. Anonymous, ~gn_.~L Cancer and Smoke. 3_J.1, (21), 501-503 (1959). SOUTH AFR. MED. 3., Anonymous, Lung Cancer and Tuberculosis. (Correspondence).. BRIT. MED. 3., ~, 887 (Apr. 12, 1958). Anonymous, Lung Cancer and Chromates. ~, 1230-1231 (May 25, 1957). BRIT. MED. 3., Anonymous, Lung Cancer and Smoking, (Medical Notes Par~arnentZ. BRZT. MED. 3., ~, 164 (3u~y 20, 1957). Anonymous, Lung Cancer and Cigarette Smoking. R1CHMOND MED. SOC., 1~8, 13-15 (1960). BULL. Anonymous, Lung Cancer and Tobacco Firms. 3. (ti), 610 (1960). BAIT. MED. Anonymous, Rung Cancer and Tuberculosis. 1~2, 97-99 (1960). CANCER BULL., Anonymous, Lung Cancer and Polluted Air. 3., 1__95__~5, (2) 954-955. BAIT. MED. Anonymous, Lung Cancer and Smoking. MED. 3. AUSTRALIA, ~, 516-517 (1955); ~, 620-621 (1955). Anonymous, Lung Cancer and Smoking. BRITISH EMPIRE CANCER CAMPAIGN ANN. REPT,, Uo~ume 3_~3, (1956). Anonymous, Lunq Canc@.~ and Smoking in Nor~a~. MED. ASSOC., 16___.~1, 262-263 (1956). 3. flPI. Anonymous, Lung Cancer and Nork. TIDSSKRIFT NORSEKE LAEGEFORENING, 436-437, (Apr~ 15, 1961). Anonymous, Lunq Cancer as It Looks to Your Sta~e Board oF Health. Ntsconsin Med. 3., 5__Z, 547 (Dec. 1958). Anonymous, Lung Cancer ~n Inhalers and Non-Inhalers. BRIT. MED. 3., 1962 (~t), 1270. Anonymous, Luno Cancer in Nomen. 571-572. Anonymous, Lung Cancer in Nomen. LANCET, 1957 (1), ST, ~5, 72 (1957). o~ - 54 -

Anonymous, Lun~ Cancer in Young Persons. (1), 735-736. LANCET, 1956 Anonymous, Lung Cancer in Non-smokers. (i), 1070. LANCET, 1960 Anonymous, Lung Cancer in Non-smokers. (3), 4 (1964). TOBACCO NEWS, Anonymous, Lung Cancer in English Emiqrants (From S_pecial CoPras_pendentS. Symposium, San Francisco, Uniu. Calif. Schoo~ Mad., 3an. 16-18 (1960) Abstr0 BRIT. MED. 3. (i) 418 (1960). Anonymous, Lung ~.~ncer in Women. .(Editorials).. Illinois Mad. 3., 11__~5, 37 (3an. 1959). Anonymous, Lunq Cancer in Non-Smokers. (i), 1070 (1960). BRIT. MED. 3. Anonymous, Lung Cancer in Industry. 4._~9, 11-3 (1955). INDIAN MED. 3., Anonymous, Lung Cancer in Dogs. 16_~1, 1177 (1956). 3. AM. MED. ASSOC., Anonymous, Lung Cancer of Industrial Orlql.~. SURG., 3._~.1, 380 (1962). IND. MED. Anonymous, Lung Cancer or Lung Abcess? 7_~6, 733-738 (1962). NIGATA MED. 3., Anonymous, Lung Cancer, Heart Disease Linked With. Cig~Pette Smoking. 3. NED. ASSOC. ALA., 2__~9, 510 (1960). Anonymous, Lung .C.~q.~er~ Heart Disease Linked With C_Ci_~arette S~oking. 3. MICH. NED. SOC., 5~9, 773 (1960). Anonymous, Lunq..Cancer, Heart Disease Linked With Cigarette Smoking. MISS. UALLEY MED. 3., 8_~2o 160-161 (1960). Anonymous, ~u_D.ng__~anceP. SMOKELESS AIR (3. NATL. SOC. FOR CLEAN AIR), 12_~2, 257-259 (1962). Anonymous, ~uno C~.~er. (Foreign Letters ~ Belgiqm). 3.A.M.A., 16__~8, 2167, Dec. 20, 1958. Anonymous, Lu..___~n.LC~nce___.._.~P. (1957). CHEM. ENG. NEWS, 3.5, (13), 7 - .55 -

Anonymous, ~ung.l.Cancer. (1955). ~. A~. ~ED. ~SSOC., )5__.Z, 1040 Anonymous, ~ung Cance~. Anonymous, ~u__n_g___C~nc____e_~. 2214 (1957). MED. OFFICER, 196.__..__~, (I), 339. 3. AM. MED. ASSOC., 16____.~5 (17), Anonymous, Lung. Cancer. 1076-1077 (1958). 3. AM. MED. ASSOC., 16.__~6 (9), Anonymous, ~u_n_g_~_.ncer. (1958). SCI. NEWS LETTER, 7_~3 (20), 318 Anonymous, Lung_Cancer. 3. AM. MED. ASSOC., 16__~F (9), 1147-48 (1958); TIRC, Ill, 7, 1. Anonymous, ~un_q_~g___C.an___Ec~=___~Status of Tubepculosts ConFerence...Rep.prt...) PUB. HEALTH REP., 7_~3, 1020 (Nou. 1958). Anonymous, Lung Cancer. (1960). 3. AM. MED. ASSOC., 17__.~4, 206 Anonymous, Lung Cance~. (1956). CHEM. ENG. NEWS, 3__4, 1049 Anonymous, ~ung.Cance~ .... "Uery Ruch BeFore the Public E_N_~. CANCER BULL., 1__95_~8, 123-124. Anonymous, Lung..Cancer: Are You Gtutng C~gaPettes?. ECONOMIST, 20___~1, 1201-1202 (1961). Anonymous, Lung Cance~.: St~11 No Proof. (ENG.), 7_~8, 83 (1958). TOBACCO Anonymous, Lung.Cancer: 1881 to 1960, 3., (tt)~ 707 (SEPT. 16, 1961). CAN. MED. ASSOC. Anonymous, Lung.and Larynx Cancer. 6.__.Z, (25) 387-8 (1955). SCZ. NEWS LETTER Anonymous, Lung-Cancer Damages Cl.atm. (Me.dtcCne ~nd. the. La_~. LANCET, ~, 737 (Apt. 5, 1958). Anonymous, Lung-Cancer~ Smoking Stat!.sttFs Challenged. SCI. NEWS LETTER, 7__~5 (21) 328 (1959). Anonymous, Lurk~.g...Cancer Utrus. 69 (AUG. 4, 1962). SCI. NEWS LETTER, 8__.~2, - 56 -

Anonymous, Massachusetts Genera]. Hos~.~_]~Case Records. NEW ENG. 3. MED., 27___1_, 465--472 (1964). Anonymous, Hassachusetts General Hos.~al_z__Case 40-1965. NEW ENG. 3. HED., 27___~3, 606-611 (]965). Anonymous, Rassachusetts General Hospital Case Record 44451: Heauy Smoker With Adenoma. NEW ENG. 3. HED., ~958, 929-34. Anonymous, Measure Cigarette Butts in Cancer Research. SCI. NEWS LETTER, 7~4 (23), 360 (1958). Anonymous, Nechanisms of Carc~nogenesis. (23-24) (1964). NATURE, 20___~3, Anonymous, Hedical Aspects oF Air Pollution. An International ConFerence (~eld in .U!enna, Aug, 29, 1960~. HED. PROC. SOUTH AFRICA, Z (15), 304-322 (1961). Anonymous, Hedical Notes in Parliament. Smoking and ~ung Cancer. BRIT. HED. 3., 1954 (i)0 465. Anonymous, Hedica~ Research Council. Tobacco Smoking and Cancer oF the Lung. BRIT. HED. 3., 1957 (~), 1523-1524. Anonymous, Hethods For the Determination oF Toxic Substances in Air. INTERN. UNION OF PURE & APPLIED CHEH., BUTTERWORTH SCZ., PUB., LONDON, 70pp (1959). Anonymous, Nice Protect~__~gA ~.ainst Cancer with TB Germs. SCIENCE NEWS LETTER, 80 (26), 419 (1961). Anonymous, Hise Au Point de ha Cigarette Non-CancePigene .par des Hedicins FPancais. INTERN. TABACS, 3__~2 (295-96), (1957). REU. Anonymous, HoPbtdtty From Cancer in the United States. Parts I_~ II, ~.od III. Public Health Honograph No. U. S. Dept. HEN, Phs, U. S. Govt. Prln~. OFF. 207 pp. (1959). Anonymous, Horbldity Statistics: Hallgnant Neoplasms In Certain Countries (Statlstlques de morbldite - tumeurs malignes dans certains Payes AbstP. in: EXCERPTA NED., SECT. XUI, 14 (9), 4203 (Sept. 1966). Anonymous, HoPe Data on Ciqarette Smoking and Cancer. RHODE ISLAND HE. 3OUR, 4__~9 (4), 218 (Apri~ 1966). Anonymous, Hope Liqht on Cancer and Smoking. SCIENTIST, 1959, FEB. 12; (TIRC, IU, 4, 8). NEW - 57 -

finonymous, ~l~.~_.~..U__Rg. Cancer Tan TB in M~ddIe-Qged Men. SCI. NENS LETTER 7__Z7, (2), 23 (1960). Rnonymous, More on Cancer and Tobacco. NENS, 3_~5 (17), 28, 30 (1956). CHEM. ENG. Rnonymous, More on Cancer--Rntibo~~.C.hem~ther, Q~N~ Ciqare~te Smoke, Filters. 3. RM. MED. RSSOC., 18__~4 (13), 39 (3une 29, 1963). Rnonymous, More on Coffin Nails. 15 (December 16). MED. TRIBUNE, 196__._~3, Rnonymous, More on Tobacco and Health. Tobacco Industr~ Sums U_~ Research on Cancer, Hear__b Disease. CHEM. & ENG. NENS, 3--8, 52,54 (Feb. 22, 1960) ). Rnonymous, Hortallty__Q~ter Lung Can~.~___Suroer~. RM. MED. RSSOC., 19___~9 (No. 6), 45 (Feb, 1967) - Editorial. 3OUR. Rnonymous, Mortality From Selected Causes. METROPOL. LIFE INS. CO. STaTISTICaL BULL., Page 11 (Nou. 1959). Rnonymous, Mortality Rises ~n First Half of 1963. METROP. LIFE INSUR. CO. ST~T. BULL., 4--4, 3-5 (3uly 1963). Rnonymous, Mortaltt~ and Smokln__g. BUNDESGESUNDHEITSBLRTT, Z, 301, 303 (1964). ~nonymous, M__or~l!~v:~:~nd Social Class. METROPOL. LIFE INS. CO. STRTISTICRL BULL., 40, 9-12 (1959). Qnonymous, Mortality and M,Q~,~ldlt~ .and ~the Atmosphere LRNCET, 702 (Sept.23, 1961). Rnonymous, Mortality bv IndusEr~ and Cause of Death ~.~ono Men 20 to 64 Years of Rge: United States u.s. PUB. HERLTH SERU. UITRL STQTISTICS-SPECIQL .REPT., 5__3, 341-437 (1963). Rnonymous, Mortal!Ev fromCaDce~. I_~I, 42-43 (May-3une 1959). CRNCER BULL. Texas, Qnonymous, Mort~!~ from SeZected Causes bv Marital Status: U.S., ~949-1951. U.S. Dept. HEN,. Utta~ Star., Spec. Rept., Selected Studies, 3--9, No. 7 (1956). Anonymous, Motor Ueh~cZes~ Q~r PolZut~on~ and Health.. SELECTED U.S. GOUT. PUBL., 1962 (no. 24), 55 ~ (Nou. 9).

Anonymous, Mouth Cancer. 29 (1964). WESTERN TOBACCO 3., ~, (12)o Anonymous, NCL and AEC Launch Cancer Research Program. SCIENCE NEWS LETTER, ~3__=__~1__~, 1963 Anonymous, NIH Reports Prooress..in Can~era Heart, Metabolic Research. 3. AM. MED. ASSOC., 18_~4 (8), 15-17 (1963). Anonymous, ~atural Htstor£ oF Cancer. 1959 (tt) 563-4 (FEBRUARY 28, 1959) BRIT. NED. Anonymous, ~.~lasms in Medical Practice. 167-78 (FEB. 1959). GP 1_~9 (NO.2) Anonymous, Neuro~_~t~y AsSociated with Carcinoma oF the Lung. CAN. NED. ASSOC. 3., 7_~8, 533-534 (1958). Anonymous, New Cancer Data. (1957). CHEM. WEEK, 8.._J.1 (20), 24 Anonymous, New Cancer Research. 17___Z7 (12)0 26 (1961). 3. AM. MED. ASSOC., Anonymous, ~w Ct_~garette-Cancer Link. 3une 11, 195____~6, 126-131. LIFE MAGAZINE, Anonymous, .~L~_~_.._Da~.~ on Mo~bld~_.y,,,from Cancer. MED. ASSOC., 17___~1, 428 (1959). 3. AM. Anonymous, ~ew Lun~ Cancer Survey in P~eJ~atton. UET. AD. & ACS.: ~. AM. MED. ASSOC,, 16__~8 (16) 28~ (1958). U0So Anonymous, New Means o? Detecting C~ncer: Tissue Less MaQnetlc Than Norma~ Tissue. ASSOC., 176 (8), 8 (1961). AM. MED. Anonymous, Nlckel Traces in Tobacco May Cause Lung Cancer in Smokers. CHEM. WEEK, ~_ZT, 38 (1960). Anonymous, Nickel in Tobacco Smoke. 1960 (ii), 1234. BRIT. MED. 3. . Anonymous, ~t.q.k.el.,..Tobacco smoking, and Luno Canc.e~. INDUSTR. MED. & SURG., 3__~0 (11), 513-514 (Nou. 1961). Anonymous, Nitrosamtnes and Tobacco Smoke. COSMETIC TOXIC, ~, 253-254 (1964). FOOD Anonymous, No HoPe Proof Needed...by Smok~ng~Cance~ Lin____~k. 3. OKLAHOMA MED. ASSOC., 5~5, 359 (1962). - 59 -

A n o n y rno u s, .N.o__~__m.9_.k_.tng. (1960). BRIT. MED. 3., 1960 (tt), 1898 Anonymous, Nonsmokers Have Best Chance oF Es~.9~__L.u___n_g Cancer. HEALTH (Canberra), 1__0, 93-94 (1960). Anonymous; Northrup___~u__~es Cancer AI1~g~1ons. TOBACCO (U. S.), 14.____~5 (25), 25 (1957). Anonymous, Note on C~garette Smokt.q.g_and Lung Cancer. PUB. HEALTH REPT., 7_~5, 582 (1960). Anonymous, NotiFication of Lung Cancer. (Medical Notes ~n Parliament. BRIT. MED. 3., ~, 348 (Feb. 8, 1958). Anonymous, Nucleic Aclds Cancer Clue. LETTER, 7.__~9 (19), 293 (1961). SCIENCE NEWS Anonymous, Nutrition and Tobacco Smoke Leslons in M~ce. NUTRIT. REU. 1~4, (NO.8) 248-50 (AUGUST 1956). Anonymous, Observation and Experiment Reutstt~d, and Tobacco and Health. Edttor~als. THE NEW ENGLAND 30URNAL OF MEDICINE, BOSTON, MASS., 616-618 (September 17, 1959). Anonymous, O.__cc_~.~2pt.___t.onal Cancer Methods oF Eptdem~olog~cal Study. 3. AM. MED. ASSOC., 16.._.~6 (17), 2171-2174 (1958). Anonymous, Occu.paEtonal Mortallty; New Data for England and Wales. BRIT. MED. 3., ~, 637-638 (March 15, 1958). Anonymous, Occu.pat~onal TGmours oF the Urinary Tract. BRIT. HED. 3., ~_96__~1 (~), 1449-1450 (HAY 20). Anonymous, OF Cigarette Smoking - Of Luno. C~nc~.. Rhode Island Med. 3., 195_____~, 503-504. Anonymous, OFfice Detection oF Cancer oF Accessible Sites. CANCER BULL. (Texas), 1_~3 (1), 6-9 (1961). Anonymous, Qld Age as Cancer Cause. 195___._~5, 214. Sct. News Letter, Anonymous, One Cause of Cancer. (1957). NAPT BULL., 2--0 (4), 97 Anonymous, One in Flue Cancer Attack Non-Smoklng Br~tons. New York News, 195____~6, May 8. - 60 -

Anonymous, Oral Cancer ConFerence ~n Phoenix. MED. ASSOC., 17___~, 1747 (1960). 3. AM. Anonymous, Oral Cancer in GeoP_.~. (1962). cA, 1_22 (2), 7B Anonymous, Oral Cancer. ]169-1170. BRIT. MED. 3., 195____Z, (I), Anonymous, Oral Leuko~aki____~a. 877-878 (Sept. 30). BRIT. MED. 3., 19._.__61 (ii), Anonymous, ~p__m.p_hlet Connects Smok__~n__~L and LunL~P_n~e__r. 3. HISSISSIPPI HED. ASSOC., ~, 467 (1960). Anonymous, ~r__and Carcino~pn__~s. 3_~2, 4380, (1954). CHEM. ENG. NEWS., Anonymous, ~aper and Carcinog_~n__~s. 6--6, 274, (1954). SCI. NEWS LETTER, Anonymous, ParaFFin Stoves and Cancer. 1962 (t), 1288. BRIT. MED. 3., Anonymous, .PatholQ~c Anatomy oF Bronchial Tree and LunQs. 3. AM. MED. ASSOC., 17__4, 2004 (1960). Anonymous, PathoIog~sal ~hB~Qs ~n the Bronchia~ ~pithelium due to Smoking. HAREFUAR, 6_~, 368 (1962). Anonymous, Pest~c5de Makers FCndSng Selves Uictims of We~l-kno~n Pest: It's That Old Cancer Bugaboo. OIL, PAINT AND DRUG REPORTER, 18._..~4 (5), 3 and 34 (3uly 29, 1963). Anonymous, Plan Institute For Cancer Research. HED. ASSOC., 17___~, 1030 (1960). 3. AM. Anonymous Planned Larae-scale Cancer Studv~ 3. AM. MED. ASSOC. 17__0, 1326-1327 (1959). Anonymous, Poll Sho~s Wear~_r~__~g_OF.f.of CiQa~ptte-CanceP . Link. TOBACCO (U.S.), 14__~6 (1), 8 (1958). Anonymous, Polonium 210 in Tobacco and Tabacco Smoke. UERBAND DER CIGARETTEN-INDUSTRIE, WlSSENSCHAFTLICHE FORSCHUNGSSTELLE, INTERNAL REPORT, Hamburg, Germany, February 7, 1964. 5 pp. Anonymous, Polonium 210 in Tobacco. TECH., 1_~2, 113 (1964). NACHR. CHEM. - 61 -

Anonymous, Polonium and Cancer. 397-398 (1964). PRACI~7IONER, 19___~, Anonymous, polonium. LANCET, 1964 (ti), 574-575. Anonymous, ~o_q~_V.~ cc~~drocarbons in the Dust from South African Nines. NACHR. CHEN. TECH., 2_~1, 404 (1964). Anonymous, Polycycl__~__C~ Hydrocarbons Recently Isolated .From Tar. BRENNSTOFF-CHEMZE, 4....~0, 369 (1959). Anonymous, ~olypuclear Aromatics. New Analytical Methods Search Out Carcinooens Found in Polluted Urban Air, Cigarette Smoke. CHEM. ENG. NENS, 3._Z7 (39) 40-41 (September 28, 1959). Anonymous, Possible Influence of Diet on Cancer. NUTRITION REU., 2__!1, (9), 285-286 (1963). Anonymous, Predtspos~ng Factors in Oral Cancer. DENT. ASSOC., 5_~4, 506-529 (1957). 3. AM. Anonymous, Premonitory Signs of Oral Cancer. SCI., ~ (12), 43 (1957). NED. Anonymous, Preparation of Carc~nooentc Polynuclear Hydrocarbons Labelled ~tCh Tritium by Ntlzbach~s Nethod. NATURE, 19___~7, 488-490 (1963). Anonymous, Presence in Cancer Serum of the Antibody of the Tumor Itself. BULL. ASSOC. FR. CANCER, 4_~5 (4), 454-459 (1959). Anonymous, Preventing Cancer. (Sept. 24). ." NEW SCIENTIST, 196____~4, 745 Anonymous, Prevention of Cancer. Report of a WHO .E~pert Committee. WHO TECH. REPT. SER.0 No. 276, 1-53 (1964). Anonymous, Primary Lung Cancer. 15_____~9, 1398-1399 (1955). 3. AM. NED. ASSOC., Anonymous, Prime ~lntster on Smoking ~nd..Lung Cancer - ~uest~ons in the Commons. BRIT. MED. 3., 1962 (t), 1488. Anonymous, Problem of Oral Cancer gn India. MED. ASSOC., 3~1, 331-332 (1958). 3. INDIAN - 62 -

Anonymous, Problems ConcePn~n~ Food Addtt~uos Relate.on to Cancerogen~c Effects. SC~ENZA DELL'AL~HENT, ~, (4), 104-117 (1955). Anonymous, Problems ~.n the Eua]uat~on oF Carc!~ooen~E Hazard From Use oF Food Add~t~ues". N~TL. RES. CCL, PUBL. 749, NASHINCTON, D. C., 1960. Anonymous, Problems ~n Ehe Eualuation oF Carc~nogpni_._~c Hazard From Use oF Food ~dd~t~ues. N~T. RCRD. SCI.0 NAT. RES. COUNCIL, COHH. ON FOOD PROTECTION, PUB.° 749, 44 pp. (1960). Anonymous, Problems oF Cancer Btochemtst~.y and oF Canceroqenes~s. TR. UIIZ (UOS~MOQO) MEZHDUMAR. PROTIUORAKOUOCA, Moscow, 1962, 2, 587 pp. (1963). Anonymous, Problems o~ Et~o~ogy and Patho~enes~s oF Tumors. U.S. DEPT..HEN, PHS, NIH, 372 pp (1959). Anonymous, Proceed~nq~ oF the 4th Nat~ona~ Cancer ConFerence. NEN, ~961, 774pp, Anonymous, Proceedings oF Ehe 4th Canadlan .C~ncer ConFerence. NATL. CANCER INST. CRNADR, RCADEHIC PRESS, N.Y., 435 pp (1961) Anonymous, P_~Pogposts o~ Carcinoma oF the Luno. Coordinated Round Table D~scuss~on. REU. HEX. TUBERC., 2_~2, 211-219 (1961) Anonymous, Programs oF OFFicial and Uoluntary Health ~g, enctes. Chapter in: *'Chronic Diseases and Public Health." (LiltenFeld & G~ord, editors) ~OHNS HOPKINS PRESS, Baltimore, pp. 783-835 (1966). Anonymous, proqress Report XU. Utruses and C~ncer. SLOAN-KETTERING INST. FOR CANCER RES., NEN YORK, N.Y., PUBL. 3AN. 1963. Anonymous, PP_PP_~p_gyess in Cancer Research. 1962 (~t), 172-174. BRIT. MED. 3., Anonymous, Prog_~_e_Es~...ln Cancer Research. 1547-48. NATURE~ 195____~8, Anonymous, progress oF Cancer Research. 1043-1049 (1963). Anonymous, ~o~ress o~ Cancer Research NATURE, 20__~0, NnTURE, 195..._.._~7, - 63 -

Anonymous, Pr_~D~gress oF Cancer Research. 500-503 (1960). Nature, 1.__B~, Anonymous, Prooress oF Cancer Research, Nature, 667-670 (1956). Anonymous, ~poQress report--Cancer Preuent~on Study. CANCER NEWS, I_Z, 12-14, 16, 17 and 19-22 (Spr~ng 1963). Anonymous, PropBqanda on Smoking. (i), 62 (1961). BRIT. MED. 3., .1961 Anonymous, Proposed Questions to Be Used ~n Connection ~tth Worksho2 ConFerence on Lun~ Cancer Research. PROC. IST WORKSHOP LUNG CANCER RES., 207-214, (1958). Anonymous, PP_~~d_ Research lnto Cance~oaen~tN of Container ~axes By Food and Drug Administration. HODERN PACKAGZNG 3~2 (11) 37 (~ULY 1959). Anonymous, Psycho-somat~sche Aspekte neop~ast~scher Erkrankun~e~n. Z. PSYCHO-SOHATZSCHE HED., ~, 229-304 (1963). (German text: Papers by H. 3. Y. Ba~¢rusch, L. L. LaShan, 3. A~eksandro~tcz, G. Namath & H. 0o, A Maze~ & C. Nemath, & N. Herberger). Anonymous, Public HeaZth Seru~ce Cancer Contro~ Prooram. 3. AH. MED. ASSOC., 17___~1, 2112 (1959). Anonymous, Public Not Conu~nced b~ the Lung__Cancer Statist~cs.. TOBACCO (Eng.) 76 (906), 7~8, (1956). Anonymous, Public's U~e~s on Cancer. ASSOC., 16___~8 (11), 1573 (1958). AM. MED. Anonymous, Pu~mopapy InFarcts and Pulmonary Car~noma. HED. PROC., UN. S. AFRICA, ~ (17), 389 (1957). Anonymous, Pulmonar~ Neop!.~sms ...... Q C11nt~opathoZoot¢ ConFerence. PENNSYLUANIA MED. 3., 6._~2, 1843-1849 (1960). Anonymous, Pulmonary Tuberculosis and Carcinoma of the Lung. CANAD. ~ED. ASSOC. 3., 89, 776 (1963). Anonymous, Rabbit SmPktng ~n Gancer Tel~t_~. (U. S.), 144 (24), 34-35. (1957). TOBACCO Anonymous, Radiation and Cancer. SCIENCE NEWS LETTER, 8__~1 (2), 21 (3an. 13, 1962) Anonymous, Radiation In Bronchogentc Carcinoma. HED. ASSOC., 17_~6 (2), 168 (1961). 3. AM. - 64 -

Anonymous, Rad~oact~ue Contaminants ~n A~ and Bone and Research on Food Add~t~ues. BRIT. MED. 3., ~960 (~), 1722-1724 (1960). Anonymous, Radd.oact~ue Polonium ~n C~garette Smoke. LEBENSM. IND., 1~1, 172 (1964).. Anonymous, Read~nqs on Cancep~ An Annotated Bibl______~g~_~J~...~. U.S. Dept. H.E.N., Pub. Health Set. Publication No. 457, 24 pages (1959). Anonymous, Recent Trends ~n Childhood Cancer. STATIST BULL. METRO LIFE INS. CO., 4_~5 (No. 3), 2-5 (1964). Anonymous, Recommendations oF the Second Symposium on Potential Cancer Hazards ?tom Chemlcal Additives and Contaminants to Food StuFFs. ABONEINT. FORSCH., 11, 512-513 (1961). Anonymous, Reductlon ~n Cancer Morta1~ty. Among Nome~. STATISTICAL BULLETIN, METROPOLITAN LIFE INSURANCE COMPANY, 44, 1-3 (M~rch 1963). Anonymous, Reduction oF Benzpyrene ~n Tobacco Smoke. ~(Fore~qn Letters - United K~n.gdom). 3.A.M.R., 16___Z, 2112-2113 (Aug. 23, 1958). Anonymous, Re~at~on oF Antecedent Tuberculosis To Bronchoqen~c Carcinoma. CAN. HED. ASSOC. 3., 1960 (~), 1240. Anonymous, Relied on Ads~ Cancer Utct~m Says ~q. ChesterField Su~t. RDU. AGE, 31, 81 (May 1960). AnonYmous, Report oF Study Group on Smok~no and Hea~th: Section on Lung Cancer. CA, ~ (2), 57-61 (1958). Anonymous, ~e.po~t oF the Committee on Enu~ronmenta~ Hea~th Problems. U. S. GOUT. PUBL. NO. 10 (Hay 11, 1962). Anonymous, ~eport oF the Committee on Cancer. CANRD. MED. ASSOC. 3., 9~, 499-501 (1965). Anonymous, Resolution Adopted by the ConFerence. SC~. CONF. PROB. LUNG CANCER, Leningrad, 3an. 28-~1 (1957)~ TIRC, III, 9A, 3. Anonymous, ~esp.tratory Cancer and Card~ouasculaP D~sease. CHEH. & ENG. NENS, 35 (47), 50 (1957). - (;5 -

Anonymous, Re__e_F_plratory Mor~aT]i~_)~ and the Environment. MED. NEI~IS. , 1964, ]2 (Nov. ]3). Anonymous, Re__~ptr~.tor~ Tract Antigens Seen ~n Bronch~.al and Tracheal Nucosa 3. AN..NED. ASSOC., 18~6 (9), 31-33 (1963). Anonymous, Review oF "Smoking" b~ C. Uan Proosd~, ~nd oF "Cancer, ProGress Uolume ]960" b.y R. N. Rauen. LANCET, ~96] (i), 923-924 (Ap~ 29). Anonymous, Reuiew oF Book: Tumors oF the Lunqs end Ned~ast~nu~_~_y_ Fri~.d_~ B. ~. (~ub,.Philp,., Lpa & FebJqer~ & S~dney, Angus ~ Rober~son .... LTD. 1958 (36]9)). NED. 3. AUSTRALIA, ~, 767-768 (]959). ~nonymous, Review oF F. L~ck~nt, !.~Ctgare¢tes and Lung Cancer". DEUTSCH. GES..NES., 1~3 (15), 479 (1958). Anonymous, Reuie~ oF Smoking & Health, bv A. Ochsner. INTERNhTL. RECORD NED., 17___~3, 782 (1960). Anonymous, Round-Table Discussion: Pulmonary Cancer and Pulmonar~ Tuberculosis. KEKKAKU, 3_~8, 387-389 (1963). Anonymous, Routine Radtoscopv and Lun~ Cance~. NED. 3. (i), 892 (1960). BRIT. Anonymous, Russian Ideas on Luno Cancer. NED., 3_~5, 558 (1964). POSTGRAD. Anonymous, SaFrole and 0tl oF SassaFras OFFtcial~v Found to be Carcinooens. 3. AN. HED. ~SSOC.0 175, 513 (1961). Anonymous, Scientists DiscussUtruses and Cancer. RES. REPTS. TOBACCO AND HEALTH, ~ (1), 1-4 (Har.-Apr. 1963) Anonymous, Scientists Raise Questions abou~ Tobacco-Cancer Theory. TOBACCO (U. S.), ]5___~7 (7), 26 (August 16, 1963). Anonymous, Search For Causes Of Cancer. (11), 121 (1963). PRIRODR, ~963 Anonymous, .Secondary=Tumors .oF. the Luno. ~, 30-32 (1955). CANCER BULL., Anonymous, Selected ReFerences Pertinent to Cancer oF the Respiratory TracE. New York (1959). AHERICAN CANCER SOC., 275 pp. - 66 -

Anonymous, Seuera] Factors Blamed For Caus~D~ Lu__~_q~ Cancer. NINSTON-SALEM 3. & SENT., Anonymous, Sex Differences ~n Cancer MortaI~t~. METROPOLITAN LIFE INS. CO. STATISTICAL BULL. 7-9 (3une 1959). Anonymous, Sex InFluences in Lung Cancer. PRACTICE, 2__~5, 18 (April 1962). GEN. Anonymous, ~..g_~re____ttenaansterkers en longcarctnoon. NEDERLANDS TI3DSCHRIFT UOOR GENEESKUNDE, 10__Z7, 2336 (1963). Anonymous, Silicosis and Cancer. 17__~6 (1), 81 (1961). NED. ASSOC., Anonymous, Six Cancerogentc Hydrocarbons~ Found ~n Ehe N~ter oF Lake Konstance and the AdJo~n~ng.Rhe~n. NACH. CHEHIE TECH., 1~1 (16), 1 (1963). Anonymous, Six Years oF Research in Air Pollution. U.S. DEPT. HEN, PUB. HEALTH SERU., DIU. AIR POLL., N~shtngton, D. C., 1961. 290 pp. Anonymous, Skin Cancer Caused by Razor Shavtn.g Nicks. SCIENCE NENS LETTER, 7__Z7, 344 (1960). Anonymous, Skin GraFts and Cancer. LETTER, 7~9 (12), 178 (1961). SCIENCE NENS Anonymous, Smog Chemicals Cause Cancer oF Lung in M~ce. SCI. NENS LETTER, 6_~9, 264 (1956). Anonymous, Smog Doubles Chances oF Lung Cancer ~ce. SCI. NENS LETTER, 7__~1, ~25 (1957). Anonymous, Smog, Ulrus Hay Cause CanceP~ SctenttsCs. TOBACCO (U.S.), 15___~3, (11), 26 (Sept. 15, 1961). Anonymous, Smoke and Cancer oF Che Luno~ LOND., 7_~7, 283-285 (1952). HED. NORLD, Anonymous, Smoke and Cancer. 1956). TIME MAGAZINE (Hay 21, Anonymous, Smoke and Lung C.~ncer. 263-264 (Feb. 4). LANCET, 1961 (t), Anonymous, Smokers - Lung Cancer~ and Ho~ It Is AFFected .bY Moving From One Community to Another. NENS LETTER, 8_~2, 172 (1962). SCI. - 67 -

Anonymous, Smokers Acc._ept Ciqarette-Cancer L~nk.~ BU~. Still Smoke. PRINTER'S INK, .26_~8, 55 (Sept. 4, 1959). Anonymous, Smokers Should Pay For Cancer Research. ECONOMICS, 3_~5, 45 (Dec. 22, 1958). Anonymous, Smoking Cause oF Lung Cancer. 3., ~ (2), 105-116 (1964). ASIAN MED. Anonymous, Smokinq and Bronchoqenic Cancer. ASSOC. GEORGIA, 5_~2, 36 (1963). 3. MED. Anonymous, Smokiqg...and Bronchogenic Carcinoma. RADIOLOGY, 5~6, 116-117 (1951). Anonymous, Smoking and Cancer. 25-29 (1962). RASS, MED. CULT., 3_~9, Anonymous, Smoking ~.nd Cancer oF the Lung. 3., 1957 (1), 1533. BRIT, MED. Anonymous, ~mqk!ng and Cancer oF the Lung. ASSOC., ~5__~5, 59 (1954). 3. AM. MED. Anonymous, Smoking and Cancer oF the Lung. 195~4. LANCET, Anonymous, Smoking and Cancer. PANMINERUA MEDICA, ~, 736 (3une 29, 1963). (7-8), 224 (3uly - August 1963). Anonymous, Smoking and Cancer. 109 (August 1963). PHARMACEUT. 3., 14___~I, Anonymous, Smoking and Cancer. (2), 212 (1958). 3. AM. MED. ASSOC., 16__.._~8 Anonymous, Smoking and Cancer. Ne~ Clinical Evidence. Review oF Evidence Linking Cancer w.~.th Smokina at A.M.A. Sctentt~ic Session at Dallas~ December 4~ 1959. A.M.A. News, Dec. 14, 1959. Anonymous, Smoking and Cance~ (Cont'd). 72 (1959). TIME, 7._~.4 (24), Anonymous, Smoking and Cancer. 10___~6, 474-475 (1954). 3. LOUISIANA MED. SOC., Anonymous, Smoking and Cancer. 3. AH. MED. ASSOC., 16__~1, 1098 (1956). Anonymous, Smoking and Death. 192-194. BRIT. NED. 3., 1964 (i), - 68 -

Anonymous, Smokin'g and D~sease. 154-155. LANCET, ,]964 (t), Anonymous, Smoktng__~and Diseases. 325 (1963). SCI. NENS LETTER, Anonymous, Smoktno and D~sease. (Fq~_~Ln__Letters United Kinqdom). 3.A.H.A., 16___~9, 1366-1367 1959). Anonymous, Snmoking and Disease. 1077 (1960). BRIT. MED. 3. (11), Anonymous, ~mokin0 and Health. LANCET, ~962 (t), 519-520. Anonymous, Smoking and Healfih: Pharmaceu¢ical Society's U~e~s. HFG. CHEHIST, 3__~, 204 (Hay 1962). Anonymous, Smoking and Health. (~), 218 (SUPPL). BRIT. MED. 3., 1962 Anonymous, Smoking and Health. 8_~7, 1210 (1962). DEUT. HED. NOCHSCHR., Anonymous, Smoking and HealCh. 196.__._~2~ 487-488. MED. 3. AUSTRALIA, Anonymous, Smoking and Health in the House of Lords. MED. 3. AUSTRALIA, 1962, 640-641. Anonymous, Smoklng and Health. (2), 50 (1962). ROY. SOC. HEALTH 3., 8~2 Anonymous, Smoking and Health. 160-161 (1962). NEN ENG. 3. MED., 26___~, Anonymous, Smoklng and Health. (t~) 352. BRIT. HED. 3., ~g62 Anonymous, Smoking and Health: The Repor~ oF the Royal Col~.eoe oF Physicians: Some Commen~s. HED. PROC., ~, 145-151 (1962). Anonymous, Smoking and Heal~h. 627 (1962) NEN ENG. 3. MED., 26___Z, Rnonymous, Smoking and Health: Important.Statement Stockholm. TOBACCO (ENG.), 8_~2, 31 (Aug. 1962). Anonymous, Smoking ~nd Health. (~), 7 (Oct. 13). BRIT. MED. 3., 1962 - 69 -

Anonymous, S~rmok'Jng and tlea]th. (:~:[), 804. BRIT. MED. 3., .1962 Anonymous, Smoking and Health. ~8__~1, 352 (1962). 3. AM. MED. ASSOC., Anonymous, SmokSnq and Health. (March 22). HANSARD, 1962, 635-760 Anonymous, ~moktng and Health. 3une 6 (1957). NEW ENG. 3. MED., 25__~6, Anonymous, ~moktng and Health. LANCET, 1963 (t), 1090. Anonymous, Smoktng_~ H____ealth. (~), 188. BRIT. MED. 3., 196______.~ Anonymous, ~moking and Health. INTERNAT. 3. HEALTH EDUCATION, ~, 41 (3anuary-March 1963). Anonymous, ~moking and Health. (9), 28 (1963). WESTERN TOBACCO 3., 90 Anonymous, ~mokgng and Health: The U. S. Decision. NEWSWEEK, 6~2 (21), 61-66 (1963). Anonymous, Smoking and Health: AMA to Undertake New Program oF Research. WESTERN TOBACCO 3., 9~1 (1), 30 (1964). Anonymous, SmokSng and Health. Summary of the Report oF the Adu~sory Committee to the Suroeon Genera1. HEALTH, EDUCATION WELFARE INDICATORS, 1964, xxttl-xxxt (February). Anonymous, Smoking and Health. ~ (4), 2-3 (1964). CLIN. NOTES RESP. DIS., Anonymous, Smoking and Health. (1964). HEALTH, ~ (1), 29 Anonymous, Smoklno and Health. 3. HEALTH, PHYSICAL ED., RECREATION, 3_~5 (3), 6 (1964). Anonymous, Smoking and Health. NACHR. CHEM. TECH., 1_~2, 54 (1964). Anonymous, Smoking and Health--a Review of.the Statistical, Chemical and Pharmacolootc~l and Other Arguments and Counter-arguments. TABAK~ZTG., 7_~4 (5), 5 (1964). - 70 -

Rnonymous, ~moktng and Health. (3), 23-28 (1964). WESTERN TOBRCCO 3., ~ Rnonymous, SmoktnQ and Health. COMMONWERLTH ECON. COMM. TOB BULL., 1__~5 (Suppl. 8), 78 (1964). Rnonymous, ~moktqg and Health. 8~9, 1085-1086 (1964). Rnonymous, Smoking and Health. (t), 82 DEUT. MED. NOCHSCHR., MED. 3. AUST., 196___~4, Rnonymou$, Smoking and Health. (3uly 13). MED. TRIBUNE, 196____~4, 15 Rnonymous, Smoking and Health. II. Smoktno t~ CardiouasculaP and PulmonaPy Dtse.as~.. CONN. STRTE MED. 3., 2__.~1, 919 (1957). Rnonymous, Smoking and Health: 3otnt Repo~t oF the. Stud~_(;~o__u..p on Smoking and Health. SCIENCE, 1129-1133 (1957). Rnonymous, S__m.oktng and Health ~ED. BULL. " STRNDRRD O~L CO. (N.3.), 24., 2~6~227 (1964). Rnonymous, Smoking and Health. TIDSSKER., NORSKE LRECEFOREN., 84., 938-940 (1964). Rnonymous, Smoking and Health. 402-404 (1964). 3. SCHOOL HEALTH, 3_~4, Rnonymous, Smoking and Health. (Dec. 21). MED. TRIBUNE, 196____.~4, ~5 Rnonymou$, Smoking and Health - The Rssoctatton and You. CRNRD. 3. PUB. HERLTH, 5._~6, 34-36 (1965). Rnonymou$, Smoktno. and Health. 190, 195. Rnonymous, ~mokt~g and Health. (12), 41 (1965); MED. OFFICER, 196__..__..~5 (t), WESTERN TOBACCO 3., 9~2, Rnonymous, Smoking and Health: 17th Session oF Federal Counctl~ BPtsbane~ OctobeP 15-16~ 1965,~ and a~ EditoPtal. HED. 3. RUST. SUPPL., 1965 (~t)o 51 (Nou. 13), HED. 3. RUST., .1965 (tt), 845-846. Rnonymous, ~m.oktno and Health. ~ED. 3OUR. RUSTRRLZR, 1965 II., 338-9 (Rug. 21, 1965). TR, 10, 1466 (1966).

Anonymous, ~mok~ng__~nd ttealth. (3), 213-217 (March 1966). PUBLZC ttEALTH REPT., Anonymous, SnlQk~.ng and Health. ~. Smoking and Cancer. CONN. STATE MED. 3., ~, 918-919 (1957). Anonymous, ~moktnq and Health. 3otnt ReporE oF the St~d_y Group on Smoking and Health. ROSENELL ARK. MEM. INST. BULL., ~, 105-125 (3uly, Aug. 1957). Anonymous, Sm.___okin~ ~nd Heart AtEackE, CHEM. ENG. NEWS, 34, 2988 (1956). Anonymous, Smoking and Health 3_~6 (1), 7-8 (3an. 1962). SOUTH AFRICAN MED. 3., Anonymous, ~moklng and Ho~..pttals. TRUSTEE--3. HOSP. GOUERN. BOARDS, 1.._~7 (8), 31-32 (1964). Anonymous, Smoklng and Hospitals. (Editorial Notes). HOSPITALS, 3__~8, 43 (3une 16, 1964). Anonymous, Smoktng__~n__d~Lu.ng Cancer. 8__~2, 2 (3an./Feb., 1962). ROYAL SOC. HEALTH, Anonymous, Smoking and LUnlg Cancer. 88-92 (1962). CANCER BULL., 1__~4, Anonymous, Smoking and Lung Cancer. 1306. LANCET, 195_..._..~7 (1), Anonymous, Smoktn~nd Lung Cancer: An NAPT Summa~N o~ Present Day Euldence. NAPT BULL., 1..~9, 203-204 (1956). Anonymous, Smoking and Lqn.g Cancer. A Formula FoP Et~olog~ Made Easy. MED. PROCEEDZNGS, ~, 141-143 (1962). Anonymous, Smoking and Lung Cancer. ROY. SOC.0 HEALTH 3., 8_~2, 8 (1962)., Anonymous, Smoktnq and Lung Cance~. NEWS LETTER, 196__~____~0, 39 (May 6). Anonymous, Smoktnq and Lung Cancer. 1957, 135-6. U. S. NAVAL MED. MED. 3. AUSTRALIA, Anonymous, Smoktnq -~nd Lung Cancer - A Public Health. Problem. MED. SCZ., 2 (10'), 53 (1957). Anonymous, Smoktnq and Lung Cancer. 185. NAPT BULL., 195___~6, - 72 -

Anonymous, Smokin_~L and Lung Cancer: Gutlt_~L or Not Guilty?. SOU. MED. 3. , 5_J_1, 535-537 (1958). Anonymous, Smoking and Lung CanceP. (4626), 1768 (1958). NATURE, 18__~1 Anonymous, Smok~n~ and Lung CanceP .~ ~_g~_~. CO. MED. SOC., 40 (10), 14-15 (1958). BULL. YORK Anonymous, Smoklng and Lung CanceP. (~t)0 1299-1301. BRIT. MED. 3. 1952 Anonymous, Smoking and Luno CanceP. OF HEALTH, PaP] I (1958). BRITISH MINISTRY Anonymous, Smoking and Luna CanceP. (Med¢cal Notes....tD PaPl~ament)_. BRIT. MED. 3., ~, 348 (Feb. 8, 1958). Anonymous, Smok~n__g and Lung CanceP. .(Notes and BRIT. MED. 3., ~, 1306 (3une 22, 1957). Anonymous, Smoking and Lung CanceP. (CoPPes~ondence). BRIT. MED. 3., ~, 523-524 (Aug. 31, 1957). Anonymous, Smok~ng__and Lung CanceP PPopaganda. (Medical Ne~s).. BRIT. MED. 3., ~, 572 (Aug. 30, 1958). Anonymous, Smoking and Lung CanceP Not NecessaP~lv CoPPe~ated as C~use and E~ec~. MED. PROC. SOUTH AFRICA (EdttoPtal), MaPch 1960. AbstP. in: TOB. (US), 150, 17 (1960). Anonymous, Smoklng and Lung C.ance~. NEW ENG. 3. MED. (EdttoP~al), 417-418, Feb. 25, 1960. Anonymous, ~moktng and Lung CanceP. (T.oo Maqy Do0mattc Statements?~. MED. TI~ES (Ed.), 8__~8, 512-514 (1960). Anonymous, Smoktn~ a__nd= Lung Cance~. 1952 (tl), 1299-1301. BRIT. MED. 3., Anonymous, S___moktng and Lung C~nceP. 196...~0, 39-40 (May 1960). MED. NEWS LETTER, Anonymous, Smoking and Lung CanceP (R~v$.O.W oF Book T. W. Lees). ST. BARTHOLOHEW~S HOSP. 3. (LOND), 6_~4, 215-216 (]960). Anonymous,.Smok~no....and Lung CanceP. SOC., 5_~1, 98 (1961). 3. IOWA STATE MED. - 73 -

Anonymous, SmokSng and LuELCancer - What Are the Doctors Th~nk~.n~? ROCKY MT. MED. 3., 5__8_, 24 (Feb. 1961). Anonymous, Sm____o_okt_~_g_and Luno Cancer. ASSOC., 16__~1, 1410 (1956). Anonymous, Smoking_and Lunq Cancer. (3uly 21, 1961). 3. hH. ~ED. SCIENCE, 13__4, 182 Anonymous, Smoktn__~ and Morta]tty. (~t), 423-424. MED. 3. AUST., 196_______~4 Anonymous, ~mok~g and Res~trato~y Disease. 196_____Q0 (tt), 1240 (1960). L~NCET, Anonymous, Smo_____kjnq as Cause oF Death. (piedtcal NoteE ~n Parliamen~_~. BRIT. MED. 3., ~, 1300 (Nov. 22, 1958). Anonymous, ~moktn~ as a Health Problem. ANN. ALLERGY, I__~8, 1243 (1960). Anonymous, ~moktn~ in Hospttal~. BRIT. ~ED. 3., 196~0 (tt), 1813 (1960). Anonymous, Smok~n0 in Relation to Death Rates. SCI., 195____Z, 22-30 (3une 25). PIED. Anonymous, Smoktno, Cancer and Heart Disease. 3. ~ED., 25___~1, 583-584 (1954). NEW ENG. Anonymous, Smoktnq, Ciqarettes and Lunq C~nce~.. WORCESTER ~ED. NEWS, 1_~4, 7-8 (1954). Anonymous, Smoking, We!oht and Luna Cancer. PROC., UN. S. AFRICA, ~. 469-73 (1957). PIED. Anonymous, ~moktnQ-Cancer Link Weak. 7_3~ (1), 4 (1958). SCI,. NEWS LETTER, Anonymous, S_mo.k~ng-L.un0 Cancer Link ConFirmed ~n Osak~ R__e.~r__~t. ASIAN PIED. 3., ~ (3), 45-46.(1964).. Anonymous, Smok.~~. (1960). MED. OFFICER, 196___._0.0 (t'1), 363 Anonymous, ~moklnq. The Caq.cer Controuersv. oF Booklet by Sir Ron~d A. F~sher~ ~SSOC. 3. (t), 398 (1960)). (Reute~ CAN. PIED; Anonymous, Smoking. The Cancer Controversy. (R Reulem of Book by ~r Rona~d A. F~she~). CANCER BULL., 1._~2, 100 (1960). - 74 -

Anonymous, Smoking_L_ The Cancer Controversy. ANNALS INT. HED. (Review oF book by S~P Rona3d A. F~sher), 5_~1, 1116 (1959). Anonymous, So~1, Nater and Cancer. 31-32. LANCET, ~956 (1), Anonymous, Some Practical Aspects oF the Smoking-Cancer Problem. PENN. NED. 3., 6..~2, 1520-1521 (1960). Anonymous, Special Issue Smoking and Health Lung. Cancer. Coronar~ Disease. PUBLZC HEALTH 4__~4, 211-226 (1963). Anonymous, Special Report: Smoking and Health. PHARNACEUT. ASSOC., ~, 94 and 96 (1964). 3. AN. Anonymous, S__p~__~.e_e~_ oF LH.~g Cancer. TUBERCLE, 3_~9, 58-59 (Feb. 1958). Anonymous, Sp~tu____m__C~t__oloov Can Briohten Lung Cancer Prognosis. 3. AN. NED. ASSOC;, 18__~4 (7), 44-45 (1963). Anonymous, Standardized ~pesttonnatres on Resptrator~ Symptoms. BRIT. NED. 3., 1960 (ii), 1665 (.1960). Anonymous, Standards ~ugoested For Cancer Test oF Additiues. SCIENCE NENS LETTER, 7_~7, 185 (1960). Anonymous, Statistical Bulletin The Outlook in Cancer. HETROPOL. LIFE INSUR. CO., 4~1, 4 pp. (Dec. 1960). Anonymous, SttlbestePol~ Arsenic NakePs Waiting to See How FDA 3umps on Cancer Amendment Rules. OIL, PAINT DRUG REPT., 175 (21), ~, 39 (1959). Anonymous, Still Ma.9 Unknowns in Study oF Lung Cancer. SCI. NENS LETTER, 7__~1, 150 (1957). Anonymous, Stress Cancer Preuen.ttoq. 7_~4 (4), 54 (1958). SCI. NENS LETTER, Anonymous, Studies Fail To Link Smoking and CanceP. SCIENCE NENS LETTER, 7._~70 134 (1960). Anonymous, S~tudy Smoke's Cancer Role. LETTER, 7__~3 (16), 245 (1958). SCI. NENS Anonymous, Study, Yes, but Prophylxis Now. (R Reuiem oF "Ep~demiologyoF Cancer oF the Lung" By NHO Study Grou~). AN. 3. PUB. HEALTH, 5__QO, 918 (1960). - 75-

Anonymous, Success ~n Cancer Education. ASSOC. 3., 8_~9, 1294-1295 (1963). CANAD. MED. Anonymous, Summar£ oF the CamPataan Q.Qatnst Cancer S~nce 1957. REU. MED. HONDUR., 2_~6 (No. 2) 31-34 (Apr.-3une 1958). Anonymous, ~upport For Independent Research. (U. S.), 15:1 (27), 59 (1960). TOBACCO Anonymous, Surue~ to Determine the Educational Needs oF P_h_~..~c~ans ~n Cancer. CA--BULL. CANCER PROGR.0 1__~1 (1), 19-20 (1961) Anonymous, Symposium - Tobacco and Health. QTTI. DELTA SOC., Montecattall~n~, May 23, 1954 (Apr. 22, 1957). 118 pp. Anohg~ouS, Symposium On Some Biochemical ~spects of the C~ncer Cell. 2rid ANN. MEET. CAN. FED. BIOL. SOC.0 Untu. Toronto, 3une 10, 1959. Abstr. in: CAN. 3. BIOCHEM. PHYSIOL., 3~8, 397-433 (1960). Anonymous, Sympos!um oF ProFess~ona~ Op~n~on on Cancer ..... oF the Lungand Tobacco Smoking. HED. NORLD, B__QO, 429-489 (1954). Anonymous, Sym.postum__?D..Bronchooentc Carcinoma. ANNUAL MEETING OF THE AM. COLLEGE OF CHEST PHYS., 3UNE 3-7, Abstr. in: 3. AM. MED. ASSOC., 17.__Q0 (No. 4), 480-81 (May 23, 1959). Anonymous, Symposium on Cancer. (~), 301-302. BRIT. MED. 3., 196~4 Anonymous, S__vmpostum on Cancer Research. ASSOC., 16__~5 (17), 2207 (1957). 3. AM. MED. Anonymous, S__ympQstum on Cancerogentty.o~ Chemical Food Addtt~ues and Food Impurities. .Rbstr..in: Z. LEBENSMUNTERSUCH. U. FORSCH., 10___~8(No. 6), 474-478 (Dec. 1958). Anonymous, Symposium on Cancer Research. 13TH ANN. SYH. FUND. CANCER RES., Univ. Texas, Feb. 26-28 (1959). Anonymous, Symposium on Functional Components o£ Carcinogenesis. LOUUAIN: UOER DES CRPUCINS, 1961. Anonymous, SNmpostum on Fundamental Cancer Research. 3. AH. NED. ASSOC., 178 (3), 42 (196.1). - 76 -

Anonymous, ~_~V/~p~s~um on CeoP__~]P__~p_hSca]. P~_~_~9.gy__an___~d ~_o__gL~_~ph_~/_~F Cancer. ACTA UNIO INTERN. CANCER, LouuaSn 7, Special (No. ]), 5 (1951). Anonymous, ~L~OsSum on lnhaled Radloacttue and Gases. NATURE, 20___~3, 352-355 (1964). Anonymous, ~pQst~um on Polycyc~tc HvdPoc~Pbons. 3. AIR POLL., ~, 201-282 (1960). INT. Anonymous, ~r~sl.._.__u.m on the CeogPa.phtc~l Pathology oF Neop].asms oF the UpinaPy B]addeP - CatPo~ HaPch 26 to 31_.~..,_~196_._._~1. ACTA UNIO INTERN. CONTRA CANCRU~, 1._..~8, 526 (Z962). Anonymous, Sympos~ym on the Diseases That CanceP Causes. 3. CHRONIC DZS., 1~6, 635-813 (1963). Anonymous, S__y_mpos~um on the Endemtologv oF CanceP-.o~ the Lung~ Un~uePstt¥ Louua~n~.Bel~tu~. UNIO INTERNAT. CONTRA CANCRUH ACTA, ~, 437-636 (1953). Anonymous, Symposium on the Analys~s oF Carctno~entc AiP Pollutants. ABSTRS. OF PAPERS, SYHPOS~UH ANALYSIS CARCINOGENIC AIRPOLLUTANTS, Ctnc~nna~t (Aug. 29-3~ 1961). Anonymous, Symposium, Analys~s oF C~Pctnogentc Al~, Pollutants. SELECTED U.S. GOU'T, 196____~2, 256 pp. Anonymous, TB In~ections PPotect Htce FPom ExpePtmental ~ancePs. ~. A~. HED. ASSOC., 17___~9 (4), 46 (3~n. 27, 1962) Anonymous, T__ZRC______R~poPt Places FuP~heP Doubt on CanceP ChaPqes... TOBACCO (U. S.), 14___~5 (25), 8-9 (19.57). Anonymous, Tabacco E CancPo: Le Ptu Recent! St~ttsttche AmePtc~ne. HINERUA HED., ~, 544-545 (1954). .Anonymous, Tell CanceP Ulcttms TPuth. LETTER, 8__QO (19), 299 (1961). SCIENCE NENS Anonymous, ~empePatuPe in the Combustion Zone oF C~gaPettes and Its Relation To the FoPmatton o~ CancePogentc Compounds. Anonymous, TePPop.:PPopaganda About C~nceP. (ENG.), 78 (929), 71 (1958). Anonymous, Tests FoP CaPctnoqentc AcEtutt¥. 3., 1960 (tt), 1914-1943 (1960). ANGEW. CHEN., 72, 66 (1960). TOBACCO BRIT. PIED. - 77 -

Anonymous, Testsfor Carcinogenic 3., 1960 (ii), 1941-1943 (1960). BRIT. MED. Anonymous, The "No Cancer" Clause W111 Stay ~n the Color Additiues Bill. CHEM. WEEK, 8_~6, 41 (1960). Anonymous, The Accurac~__oF Medical Inuestioations. CAN. MED. ASSOC. 3., ~960 (ii), 1165-1166. Anonymous, The Bio~gg~y of Cancer. 830-832 (1957). NATURE, 18--0 (459~), Anonymous, The Cancer Experts Spemk. 195_____~4, 3124, 3126. CHEM. ENG. NEWS, Anonymous, The Cancer Registration Scheme in England and Wales: Its Aims and Potentialtt~es. MONTHLY BULL. MINIST. HEALTH (Lend.), 1_~9, 34-37 (1960). Anonymous, The Cancer Scare: Is C~qarette COpy lMaking It Worse? SPONSOR, 1954, 40-41, 86-90 (3an. 11). Anonymous, The Cigar@tte and Lung Cancer. ASSOC. 3. (Ed.), 8__~2, 986-987 (1960). CAN. MED. Anonymous, The Cigarette Smoker and Lung Cancer. (N.Y.), l__QO (2), 62-67 (1960). CA Anonymous, The Cigarette as Co-Carcinoaen. 1962, 85 (Jan. 13) LANCET, Anonymous, The Circu].attng Cancer Cell. (tt), 476-447. LANCET, 1960 Anonymous, The Coalition Against Cancer. WORLD HEALTH, NORLD HEALTH ORGANIZATION REUIEN, 1963, 20-21• Anonymous, The Dangers oF Smoking. 788. LANCET, 196.___~2 (ii), Anonymous, The Dia~nosis andTreatment of Bronchoaentc Carcinoma. AM. REU. RESP. DIS., 8_~8, 277-278 (1963). Anonymous, The Effect of 3,4 Benzpyrene and Other Carcinogens on the PPopaqattna Rhy.¢hm oF Yeast Cel~s. ARCH. MIKROBIOL., 3_~5, 147-151 (1960). Anonymous, The Endocrine and Genetic Factors in C~6cer oF the Lung. GROWTH, 2_~8, 1-15 (1964). Anonymous, The Epldemtology oF Cancer oF the Lung. IND. MED. ASSOC., 3_~_5, 134-135 (1960). - 78 -

Anonymous, The Importance of Fo]]o~-up Study ~n Lun~ Cancer. CAN. BULL. TEXAS, 1___0 (No. 4), 62-64 (3u]y-August Anonymous, The Impressiue Multiplication of Lung Cancer. Does It Necessitate Measures Against. Tabagism. PRESSE MED., 196_____~2, 2721-2722. Anonymous, The Interaction of Polycy~]ic Aromatic H__ydrocarbons with the .Soluble Proteins of Mouse Skin. UNIU. WISCONSIN, Ph.D. THESIS, 196__._~2, 126 pp. Anonymous, TheInternational Union A_g.a._~.~st Cancer CA, 1_~2 (1), 8-9 (1962). Anonymous, ~he LaP_g~._~__~Cancer CongreSS.. BRIT. MED. 3., 1962 (tt), 405-406. Anonymous, -TheLu~g-Cancer Riddle. An Analysts of the Latest Inconsistencies. I. WORLD TOBACCO, .1963 (2), 51-52 (1963). ' Anonymous, The Miami Lung Cancer. Trlal Against the American Tobacco Com~a__~. REU. DES TABACS, ~5 (232), 46 (1960). " .... Anonymous, The Molecular Basis of Neoplasta. Papers presented at the 15th Ann. Symp. on Fundamenta~ Cancer Res., ]961, 614 pp. Pub~. by Ehe Un~u. of Texas Press, 1962. Abstr. in: NATURE, I9__Z, 113 (1963). Anonymous, The Mortality From Cancer of the Resptrator~ Organs in Austria. ZL. PRAS., 1140-58 (1958), Suppl., 22 pp., ~ (9), 895 (1958). Anonymous, The Mosco~ Cancer Conference. ASSOC., 18______~1, 26-28 (Aug. 11, 1962) 3. AM. MED. Anonymous, The Nation's Health: The Repor¢ on Smoking and Health. BRIT. MED. 3., 1964 (tt), 1189. Anonymous, The National Cancer Inst~tuCe and the U.S. Atomic Enerov Commiss~on Haue Begun a 3o~nt Pro~ect to Inuestigate the Ro~es of Rad~a¢ion~ Uiruses, a~.~ Chemicals as Causes of Cancer. The Research Is Being Conducted at Oak Rldge National Laborator~es~ Tenq.. SCIENCE, 14~0, 739 (1963). Anonymous, The Possible Role of Immunology in Cancer. CANCER RES., 1961 (9), 21. - 79 -

Qnonymous, The Present Pos~t~on Re]at~.~_.~_9 Cancer of the Luno. ___~S~L~..~s~um Thoracic Soc~.et~. THORQX, ~, 1-21 (1960). Anonymous, The President's ConFerence on Heart D~sease and Cancer. 1961. Kennedy, THE WHITE HOUSE, 3 pp., Qprtl 21, ~nonymous, The Problem Carc~noaens St~l One of the Prob].ems ~n the Ne~ Food Rdd~ue B~]. FOOD ENG., 2_~9 (12), 52 (1957). Rnonymous, The Problem of Lung Cancer. QSSOC., 4_~2, 134-135 (1964). 3. INDIRN NED. Rnonymous, The Problem of Smok~n~ (Edttort~l). TI~ES, 9_~2, 411-412. MED. Rnonymous, The Role oF Trauma ~n Cancer.. RRDIOLOGY, 8__~1, 1039-1041 (Dec. 1963). Rnonymous, The Ubiquity oF Carcinogens (Public Health .Hazards). WORLD REU. PEST CONTROL, ~ (2), 4-5 (1962). Rnonymous, The United States Report on Smok~no and Health. HED. 3. RUST., 1964 (t), 202. Rnonymous, Tobacco & Hea~th ~ssued by T~C. (U. S.), 145 (16), 25 (1957). TOBRCCO ~nonymous, Tobacco - and Its Chemicals - Unscathed. ~. ~ancer Scare. CHEH. WEEK, 8~6, 36-37 (1960). Rnonymous, Tobacco Industry Cancer Research. ~ED. ~SSOC., 15___~5, 760-761 (1954). 3. AM. Rnonymous, Tobacco Smoke ~nd Cancer. PURES ET QPPL., 42-43 (1958). REU. GEN. SC. Qnonymous, Tobacco Smoklng and Cancer of the Lung. BRZT. HED. 3., 1957 (1), 1523-1524. hnonymous, Tobacco SmokingIn Cancer oF the Lung. LRNCET, 1957 (1), 1345-1~47. Qnonymous, Tobacco Smoking and Cancer of the Lung: ~.~at~ment oF the British Medical Research Council. ~ (2), 66-68 (1958). ~honymous, Tobacco Smoking and Cance~ & THRORT HONTHLY, 3...~3, 533-534 (1954). EYE, ERR, NOSE - 80 -

Anonymous, Tobacco Smoking and Lung Cancer. MED. 3., ~ (10), 492-493 (Oct. 1961). SCOTTISH Anonymous, Tobacco and Cancer. 472 (1955). IND. HED. SURG., 2~4, Anonymous, Tobacco and .Carcinoma of the Lung. ASSOC., Georgia, 4_~3, 287 (1954). J. MED. Anonymous, Tobacco and Carcinoma of the Lung. 3. MED., 25___Q0, 125 (1954). NEW ENG. Anonymous, Tobacco and Cancer of the Bladder. MED. ASSOC., ~6_~5 (10), 1299 (1957). Anonymous, Tobacco and Cancer. (8), 118 (1961). Anonymous, Tobacco and Disease. 1____0, (July 21, 1962). 3. AM. MED. ASSOC., NACHR. CHEM. TECH., Anonymous, Tobacco and Disease. (September 1963). PENN. MED. J., 6.~6, 112 Ano~ymous, Tobacco and Health in Great Britain. TABAK-ZTG., 7_~2, 3 (June 22, 1962). Anonymous, Tobacco and Health Studies Couer Wide Range of Research. MED. SOC. REPORTER, 49, 6-7 (1955). Anonymous, Tobacco and Health. 3., 196____~3, 481-482 (December). MEMPHIS MED-SOUTH MED. Anonymous, Tobacco and Health Is Subject of Society's Meeting on February 24th. NEW YORK MED., 2._QO, 71 (1964) Anonymous, Tobacco and Health. NEW ENG. 3. MED., 27__~1, 269 (1964). Anonymous, Tobacco and Health. ASSOC., ~, 338 (1964). 3. HISS. STATE MED. Anonymous, Tobacco and Health, TOB. INST., ~ (1), 4 pp. -Suppl., (June-July 1960). Anonymous, Tobacco and ~una Cancer. Deliberations with. Particular Attention to Cigarette Smoking. DANISH NED. BULL., ~, 97-116 (1962). Anonymous, Tobacco and Lung Cancer. 3., 4._~0, 229-231 (1957). RHODE ISLAND MED. -81 -

Anonymous, Tobacco and Oral Cancer. FORIINIGttTLY REU. CHICAGO DENT. SOC., 4.__Z (7), 12 (1964). Anonymous, Tobacco, Go!f, and Bourbon. (Nou. 1960). CP, 2.._~2, 80 Anonymous, Tobacco, LuQg Cancer and Heart Diseases: Warninq To Ci~aretEe Smokers. {Tabac-Cancer du Poumo~ et Cardiopathies; Auis aux Fumeurs de Ciq@rettes)~ PROPttYL. SAN., PAR. ~ (12), 263-4 (December 1954). Anonymous, Tobacco-Induced Epithelial Proliferation. 3. AM. MED. ASSOC., 17___~, 1447 (1960). Anonymous, Tobaco Y Cancer De1 Pulmon. J954, 1431. EL DIA MED., Anonymous, Trends in Cancer Mortallty,~ STAT. BULL. METROP. LIFE INS. CO., .1958, No. 3-6 (3uhe). EM0 ~ (3), 262 (1959). Anonymous, Trends in Cancer Research. ASSOC., 16___~1, 266 (1956). 3. AM. MED. Anonymous, Trends in Research. (Sept.-Oct. 1963). CANCER BULL., 1_~5, 88-90 Anonymous, Trends In the Ne~s. Ltabtlt.ty of Tobacco in Cancer. MEDICO-LEGAL DIS., ~ (2), 2 (3une 1960). Anonymous, Tubercu~osis and Cancer. ~963 (i), 1430. BRIT. MED. 3., Anonymous, Tumor Immunltv 1-326 (1962). ANN. N. Y. ACAD. SCI., 10___~I, Anonymous, Tumor-Causing Phenols In Cigarette Smoke. SCIENCE NEWS LETTER, 7--7 (13), 197 (1960). Anonymous, Tumors oF the Lung. practitioners' Conference. NEW YORK HED., 1~4, 152-159 (~ar. 5, 1958). Anonymous, T~entN-year Prediction on Cancer oF the Lu_~_~. CANCER BULL. (Texas), 1_~5, 26-~1 (Hatch-April 1963). Anonymous, U. S. Cigarette Firm Wins Cancer Case. TOBACCO (Eng.), 8_~2, 51 (Aug. 1962). Anonymous, U. S. Couernment Suruey Sho~s Uaried Cancer ~ate. TOBACCO (U. S.), 15___~5, 224-225 (1962). - 82 -

Anonymous, U. S. S. -R. Cancer J., 1963 (~t), 990. BRIT. MED. Anonymous, U.___S.. Ag~nc~ Discloses Tobacco-HealEh "Data". IOBACCO (U.S.), 14_~7 (2), 7, 17 (1958). " Anonymous, USDA OFFicial Sees Sal.es ~uPE.~bv-.CanceP DP~ue. TOBACCO (U.S.), 15__~5, 11 (Oct. 12, 1962). Anonymous, Un'Inchtesta DtmosEPa Che SEa ScompaPendo ~1 T~moPe Della Conness~one TPa S~oaPetta e CancPo. TOBACCO (Italy), 6_~2 (687), 167 (ApP~l-3une, 1958). Anonymous, Uncle Sam Has His FtPst CanceP Checkup, CanceP PPeuent~on StudN Yields A~P Po]luto~n Data, ConFePence on Smoking and Youth DPa~s BPoad National ~_p_qP~, S~oking Clots Blood, etc. CANCER NEWS, 1~8 (2), 1-22 (1964). Anonymous, Unusual Sites oF CaPctnom~. 1960 (t~), 326-327. HEDICAL PRESS, Anonymous, UtPus Causes Luno CanceP. LETTER, 80 (7), 100 (1961). SCIENCE NEWS Anonymous, UtPus Llnk to CanceP. 80, 19 (3uly 8, 1961). SCIENCE NEWS LETTER, Anonymous, VtPus and CanceP. (5), 32 (Hay 5, 1962). 3. AM. MED. ASSOC., 18_____O Anonymous, Virus.and CanceP. (5), 421 (August 2, 1963). 3. AM. MED. ASSOC., 18_._~5 Anonymous, VtPus is CanceP CaPPle~. LETTER, 82___~2 (1), 7 (3an. 6, 1962) SCIENCE NEWS Anonymous, Viruses Hay Cause CanceP. 7_~2 (19), 292 (1957). SCI. NEWS LETTER, Anonymous, UtPuses and CanceP: WORLD NEWS, ~ (1), 51 (1963). A Possible L.~nk. MED. Anonymous, VtPuses and TumouPs. 206-207. LANCET, 196._._.~4 Anonymous, Vital and Health SEaEt.sttts~ ~nalyttcaZ -Studies; The Chanoe.t.n MoPtaltty TPend ~n the United States. SELECTED U. S. GOUERNHENT PUBL. No. 21 K, 1964. 43 pp. Catalog No. FS 2.85/2:3, No. 1. - 83 -

~nonymous, WHO Ex_~erts on the Prevention oF Cancer. MED. OFFICER, 1964 (~), 39-40. ~nonymous, Water-Pipe SmokinQ and ~ung Cancer. 3. MED. ASSOC., 16__0, 248 (1956). ~nonymous, Wax as Carcd.nogen~c Factor. 3. AM. MED. ~SSOC. 17___~0, 2148 (1959). Anonymous, What ~s a Carc~noqe~? NEW ENG. 3. HED., H~rch 31, 1960. Abstr. ~n: 3. AM. HED. ASSOC., (5), 70-71 (1961). ~nonymous, What Is the CanceP____~uest~on Do~nQ to U.K~ C~garettte S~es. TOBACCO (U.S.), 142 (20), 20-21 (1956). ~non~mous,. When, IF Euer., W~ll Cancer Be Curable? CINCINNATI 3. HED., 4_~4, 157-159 (Apr~ 1963). Anonymous, Where to Get Ant~-Data on the Lung-Cancer and Smoking L~nk-Up~ TOBACCO (Eng.), 7_~9, 84 (1959). Anonymous, White House Report Takes Cancer Clause R_R_~art. FOOD ENG., 3__~2 (6), 29 (1960). Anonymous, Who Worries About Lung Cancer? ANGEW. CHEM., 7~2, 55 (1960). Anonymous, W~del¥ Used Chemical Can Be Cause oF Cancer. SCI. NEWS LETTER, 8_~2, 220 (1962). Anonymous, ~omen's Smoking and Lung Cancer. HED. OFFICER, 1960 (~), 569-573. Anonymous° Yorkshire Council Report. Smoking and Lung Cancer. BRIT. EHP, CANCER CAMPAIGN ANN. REPT.-, ~87-388 (1958). Anonymous, Yorkshire Council Report, Sm9k~ng Industrial Pollution oF the Atmosphere ~n Relation to L_~un_g Cancer. BRIT. EMP. CANCER CAMPAIGN RNN. REPT., 3_~6, 388 (1958). Anonymous, Your Chances oF Lung Cancer From C~garettes. PIC, 195____~4, 20-23 Anonymous, Youth Speaks Up; Smok~ng~ C~nceP, Heart D~sorder. WALLACES FARMER, 8_~8, 32 (3u~y 20, 1963). Anonymous, Z~garetfi.en~...Lunoenkrebs und SchadeD.e~s~tZ. RNGEN. CHEH., 7_~2, 278 (1960). - 84 -

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