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PAPER PaCKAGING MFG. LABOR ADVERTISihG 1984 MULTIPLIER To _l.__ ADn 18t CosT 7•3 2•5 4•0 4•5 1.5 1.3 13.8 2.6 d, 6.9 2.8 6.4 7.2 2.5 6 CONSUMER BENEFIT ??? , 1~ ~..pr'4... TRANSPORT/1T l OMO~) •t . . . : ,~.~,...,, .. THE KEY AUE".TIOH /4BOLT,,,:PREMIUM , . . .., . ,.. , DESIRABLE ADDED VALUE COULD WE GIVE THE CONSUMER FOR OUR PREMIUM PRICE? CONSIDER, FOR EXAMPLE, A CONSUMEfi PACK PRICE OF $1.15, A 25% PREMIUM. KEEPING SULL PERCENTAGE MARGI!!S FOR OURSELVES AND THE, ,._. , . TRADE, WE COULD ADD 181 TO MANUFACTURi,NG,.COSTS• ,.. . . _ LEAF PROCESSING . FILTER' FOR THESE KINDS OF INVESTMENT IN A PREMIUM PRODUCT, COULD WE GIVE THE CONSUMER 25% MORE? i,

' *k'•k~ idmi^P+41i~u 1' "'A , ISSUE 2:r'` GRO~l1NG ~SMOKER%NONSMOKER DIFFERENCES THE.PSYCHOLOGICAt lMPACT OF SOCIAL ACCEriAt3ILITY AND SMOKING RESTRICTION ON ALL ASPECTS OF SMOKERS' LIVES MAY BE OF KEY IMPORTANCE TO OUR MARKETING- • IN 1984, 47% OF SMOKERS AGREED THAT 'SMOKERS ARE TREATED LIKE SECOND CLASS CITIZEhS TODAY~• • IN THE 1950'5, IT WAS BLACKS WHO WERE FORCEL TO RIDE IN THE BACK OF , 7,HE BUS AND,USE ~SEPARATE FACILITIES«•: IN THE H0'S IT IS SMOKERS- THIS KIND OF PSYCHOLOGICAL PRESSURE MEANS THAT SMOKERS OF ALL AGES •< ~DIFFERENT~• IN MANYd WAYS, ME ' AVERAGE SMOKER~JS N0"[,QHGER THE MUST BE INCREASINGLY AWARE THAT BECAUSE THEY SMOKE THEY ARE . ~AVERACE MERI _AN' OVERALL tiIHDSET• SMOKERS DIF ER NOT ONLY LY IN EDUCATION, BUT IN .~ ,. , .. ":;.,, ~~.. , . ~ ,s,. , . . .,. . ~ , ,THESE° DIFFERENCES IN MINDSET ARE'APPARENT"'TODAY AND CIKELY""Y' OT'~GROM/"."` WIDER IN THE FUTURE• TO ILLUSTRATE SOME OF THE DIFFERENCES BETWEEN SMOKER AND NONSMOKER Ln " 0 1, GAPS~ BETWEEN THE TWO GROUPS. KEYING ON THOSE WHICH ARE NOT A '~ v ... MINDSETS, WE CAN LOOK AT SOME OF THE ATTITUDINAL AND BEHAVIORAL FUNCTION OF AGE OR SEX BUT LIKELY RELFECT A FUNDAMENTAL DIFFERENCE• „"' , . •, ^ fAO , ~ k

I ShiQKERSR ARE~~~IOT4~IgT0:~4~^£' THE PHYSICAL` FITNES TR ND 'PHYSICAI FITN ts` (YANKELOVICH) . SMOKER ACTIVITI S ($IMMONS) - _ _ . .... ., ,*-, ° +a ~ A t,•H9F1~+t~lldFft ~~1 i ',M~«spr"V I~~~ ~ fi p ~? ' P" ~ 4 ^ i~(??in y 14 B SMOKER'NON,t K 'R DIFFERE E , .~V'`.: *. rt ~ , .~u ra,,, s t'. 5 HUNTING MOTORCYCLES HORSEBACK RIDING FISHING CAR RACE/RALLY dw~ NOT: BICYCLING HIKING,- SNOW SKIIING (DOWNHILL) SKIN DIVING RACQUETBALL GOLF w.4~,,...4~ , ., 75 133 127 125 119 ,119 78 , .u. 79 79 84 87 89 W ~O

T'V;rSMQK ~ISSIJ S , ,x1 ? .>SOCIJAL:.I.SSI! ;:"BiSMkE~RL44)!`Jf~~?`~?~1'~~';ti4~„4.t~~3~t ~1QNSMOKER DIFFERENCES PREFER.TO ,~. , SMOKERS ._ VS :~~' TOTAL`"' =' ~AUTHEN,T.1C,SELF~.JYANKEL,OVICH),. FIND. THE INTEREST„1NG. "NEwS",AN: -,-, NATIONAL ENOUIRER TRUE STORY SOAP OPERA IUIGEST xNOT :'*l"NAl°&'Sl`0ttl*Jb`B"RA N.Y. TIMES DAILY U.S. NEWS CONSIDER THEMSELVES IMPULSIVE BUYERS (S) -4W INDEX` SMOKERS PREFER THE-SPONTANEOUS, ,COLQRFUL.' ANQ~ INPRF,jFNI_(_ll_IS•~ 'TOLERANCE FOR CHAOS~ (YANKELOVICH). PLEASURE OK As A GOAL (YANKELOVICH) BUY COMEDY RECORDS (SIMMONS) , k . . WATCH SATURDAY NIGHT LIVE (SIMMONS) LIKE To BE OUTRAGEOUS (SIMMONS) 167 132. 114 125, 1 6 115 137 123 67 86 0 0

~Y t ~q~r a~!~~)P.»s y~~.`k. f w mr+r. s~ t 7,x e; L~Sd~'i'Yd~.Y~~ ~~, .-c. ,.. , ~2:ANll LELILOTHEP ~~7~ ~ ~iHE~,~S Ea;~ i.,.. d4 4 BELIEVE,THERE IS.NO,RIGH,T AND WRONG. ONLY, ~ PERSONAL"CHOICES ~Y) "REJEC'fION OFr AUTHORITIES . . . . ~ .~. _ . . . . . . , . ~ , ...~.~ .,.~'.:... s::.,-' DO NOT CONSIDER THEMSELVES ~VERY RELiGIOUS~ ~ UPPORT FOR "FEMALE CAREERISM" (Y) vy~ 0 DoN';T EVEN READ READER'S`DIGEST, t VEW%LIBERAL" ' ~ SMOKERS~;. I NhEX- .137 TEND TO1. BE; POLITIC,A4LY, LIBERAL ~$): t,.VERY CONSERVATIVE, ~~ " ..`.~ f I$J(. SOM W.HAT CON.SERVATi E ~ {4~~~~~±w~+~~~ ". 5 ~ ~~ ;MIDDLE-OF-THE'ROAD' a. ~~~ .' ,BERA~~~'~~~ ' `. 203r '102 ~~1274, r

7 Sh10KIN I"ISS IES' 1 A- 1 ;,~SOG I ALSy,J SSUE~;S; u KER-NONSMQ J "'A SMOKERS T Nn TO LIVE WITH MORFINTENSITY ~ ..T..~.• •.w..~..~..~_ _ . . ~ . . _ ... . ~ {,~ ~, ~ t _ .i ~~.. ~"~r SLEEP 7 OR LESS HOURS A NIGHT (ROPER 1980) ;.. DRINK COFFEE.(Y) DRINK ALCOHOLIC BEVERAGES , REGULARLY OCCASIONALLY ;LIGHTLY NONE REALLY DISLIKE STANDING IN LINES SMOKERSr UON!7~; D.p.WN f:ASTERMrTHANrMOST- PEOPLE AFTER I'VE BEEN UPSET"• HAVE HAD MORE THAN MY SHARE OF THINGS TO WORRY ABOUT x:e 128 123 233 143 113 48 122 90 119

210KERS TEND TO RF MORF,• nFMAfJDING , I N RElAT I ONSN I PS TNAN S(Qy,SM[1KFRS * TEND TO BE SELECTIVE IN LABELLING TUNE OUT OTHERS IF RELATIONSHIP HAS TOO MANY PROBLEMS/DEMANDS (Y) FEEL AN 1HCREASING NEED FOR SOMEONE TO TELL ME I'M OK (Y) DESCRIBE THEMSELVES AS: STUBBORN (S) DOMINATIN ~S) ,... • L~y, ,~':aJ, MUCH MORE LIKELY TO HAVEfBEEN DIVORCED INDEX SMOKERS YS .•:,1'OTAL ° -129, 130 129 111 156:} O W

I 4 S M 0 K IH ;VI S fi I . ',, ~2•.fSOCIALISSUES 1 ~MOKER'NONSMOKFR QjFFERE,NGES 4' J ,,.,.~.,; ,.>.-.-44, 4k, ~ S j~,t,~~ >. 11 ~~.Selic , srz ,:,, "l;I" 'r, I A a °T`~ a~ ,4,. THEY DON'T THINK.• PORNOGRAPHY SHOPS SHOULD BE CLOSED (S) TOO MUCN.sEx ON TV (S)' CONSIDER THEMSELVES ~SWINGERS` (S) WERE SEXUALLY ACTIVE IN THEIR TEENS (FEMALES USED CONTRACEPT I VES AGE,S., 15'i9,HEN) PREFER LESS "SOCIALLY,REDEEMING" LITERATURE (S) -INDEX SMOKERS VSLTOTAL.' 225 88 89 121 278 READERSHIP OF:

1 I xlq s t,0, `q' OCJA ",~;I S S U E S SMQKFR-NONSMnKFR IIFF}R NC S ~- alr~ sA:R~ •'~1' :,>,;_~. .r r . . µ':.wYlL17~ SMOKERS AREATTIINV D. TO -" OD _ 01 D RAY _ ~. ' 1 s .THEY suY: -,: 60's ROCK TRADITIONAL COUNTRY FoLK MUSIC ` +RETURN TO NATURE" (YANKELOVICH) BUT NOT AS SHOWN IN: .:...~.~~ TOWN 8 COUNTRY COUNTRY LIVING BETTER HOMES 8 GARDENS 157 134 136 112 122 76 /8 87

e ~ SMOK I NC~ I S$!I~`" ~• S~OCIAL~' lSSUES r.: 4 / >1(sJit ;r i'~~, [t SMQKER'NONSMOKER DIFFERFNCES A 4kfi xi¢i a SMOKERS AR~NO___T_.A.TT IN D 0 TH " FRIENTIA! J IFESTYI 1- ~, "TONARD INTANGIBLES" (YANKELOVICH) THEY DON' READ: TK SMQKER'S IDEA OF EXPER[ N.E IS. METHING m ""r.FT i nSTINV 'RESPONSIVENESS-TO FANTASY" (YANKELOVICH) LIKE TO IMAGINE MYSELF DOING SOMETHING I` WOULDN'T DARE DO• BUY ~HEAVY METAL" RECORDS (S) GO TO DISCOS & BARS (Y) SMITHSONIAN NATIONAL GEOGRAPHIC TRAVEI 8 LEISURE FOOD & NINE CUISINE 82 72 84 80 74 81 139 119 139 142 . r