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CONFIDENTIAL a.e - -a >-ll?y Advertising Research Report MRD;FAR-67-24 September 18 NEWPORT "HAWAIIAN FANCY" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C. ~ 0 ~ ~ no ~ 0 N A

TABLE OF CONTENTS TITLE PAGE MRD Summary .......................................First Attached Background ..............................................2 Verbatim Summary ........................................3 Appendix ................................................4 Specifically Related Recall ............................. 7 Generally Related Reca11 ................................8 Incorrect Recall ........................................9. Script .................................................11

SUMMARY NEWPORT "HAWAIIAN FANCY" :60 ON-AIR TEST (Datl-afte.r Recall) MRD#AR-67-24 This is a study to determine the recall levels "Hawaiian Fancy" :60 commercial. RESULTS of Newport 1. The test commercial obtained an overall related recall score of eight percent; two percent gave specifically related recall and six percent gave only recall related to the test commercial. 2. Part of the slogan, "Newport tastes better," was played back by four percent. 3. Unduplicated taste comments were made by six percent (69% of those who gave related recall). CONCLUSIONS The test commercial obtained a poor overall related recall score of eight percent. Internally, only two percent gave recall which was specifically related to "Hawaiian Fancy" :60. Unduplicated "taste" comments were made by 69 percent of those who gave related recall, but individually, salespoints scored low. Situation recall was also poor, with only three percent recalling the Hawaiian dancers. On judsc*ent, this commercial seems to lack coherence between audio and visual elements and the salespoints brought out in the jingle may be insufficiently visually reinforced. Catherine S. Genovese Marketing Research Department CSG:mh Attachments CC: Mr. Mr. Mr. W. W. C. S. A. H. Smith, Jr. Sugg Judge Mr. T. Mr. R. Mr. T. P. Haller M. Odear E. Sandefur Mr. Howard Gray Mr. C. K. Lambeth Mr. Mr. -Mr. R. R. B. A. A. R. Blevins, Jr. Rechholtz Stewart Mr. B. Mr. J. Mr. G. Ober A. Greene R. Holmdn Mr. J. J. Bresnahan Miss Babette Jackson Mr. Mr. Mr. A. J. J. G. A. F. Weber Albanese Hind Mr. R. R. Etienne Miss C. Elizabeth Jackson s ~ 0 s co ~ 0 .,~ J

NFWPORT "HAWAIIAN FANCY" :60 ON-AIR TEST (Day-after Recall) MRD##AR-67-24 This is a study to determine the recall levels of Newport "Hawaiian Fancy" :60 commercial. LOCATION: Indianapolis, Ind. New Orleans, La. ~ Atlanta, Ga. San Francisco, Calif. Cincinnati, Ohio BACKGROUND: The test ad appeared in the first commercial position of the second half hour of The Virginian (at 8:07 P.M., EST) on March 1, 1967. DATE OF INTERVIEWING: March 2, 1967 METHOD: Any adult who smoked at least one cigarette per day and who had watched television the previous night was eligible to be interviewed. They were asked if they had seen any cigarettes advertised and, if so, which brands. If the test brand was not mentioned, they were asked if they had seen a commercial for Newport cigarettes and, if so, what it said and showed. They were asked if they saw the scenes just before, during, and just after the test cor,Lmercial. Program and activity prompts were used to determine if the respondent was actually in the commercial audience. All respondents were classified by sex, age, education, and type of television viewed. SAMPLE: Numbers were chosen at random from local telephone directories. MRD NOTE: Newport "Hawaiian Fancy" :60 was tested on a free-ride basis with Winston 85 "Musical Notes" :60.

SUMMARY OF VERBATIMS MRD#AR-67-24 Base: Total in commercial audience Gave recall related to "Hawaiian Fancy" :60 Gave specifically related recall 2 Gave generally related recall 6 DETAIL OF RECALL Salespoints "Newport tastes better" 4 Fresh/fresher/taste 3 Good taste/flavor 1 (Unduplicated "taste" comments) (6) Has menthol 3 Miscellaneous 2 Situation Showed/2/Hawaiian dancers/girls 3 Showed pack of Newports 3 Sang a song/jingle 3 Showed man watching television 1 Miscellaneous 2 Gave unrelated recall Gave no recall Cities Combined 154 $ 8 10 82 100

- APPENDIX CLASSIFICATION OF RELATED RECALL MRD#AR-67-24 Sex Men Women Base: Total in commercial audience (78)* (76)* $ $ Gave recall related to "Hawaiian Fancy" :60 6 10 No significant difference. Age Under Over 35 35-50 50 Base: Total in commercial audience (317 (46) * (74)* $ $ ~ Gave recall related to "Hawaiian Fancy" :60 31,2 1Difference is significant at 91% confidence level. 2,3No significant differences. Education 92 , 3 Grade High School School College Base: Total in commercial audience (32)w (87)* 33 * $ $ $ Gave recall related to "Hawaiian Fancy" :60 9 7 12 No significant differences. B&W vs. Color B&W Color Base: Total in commercial audience (118) 35 'E $ $ L^ 0 0 Gave recall related to "Hawaiian Fancy" :60 8 9 ; No significant difference. ~ 0 ~ a NOTE: The bases within a classification may not equal 154 because some respondents either refused to answer or were not asked the question, *Denotes small base.

DEFINITIONS In order to make each on-air test comparable with all other on- air tests, certain definitions have been followed. These definitions are outlined briefly below: Related Recall - Verbatims which are classified as related are correct play-backs of the test commercial. These may either be generally correct or specifically correct. A specifically correct verbatim contains elements of recall which can come only from the test com- mercial., since they have appeared in no other commercials. Generally correct verbatims contain elements which truly reflect things said or shown in the test commercial, although these things are not ex- clusive to the test commercial. Unrelated Recall - Verbatims which are classified as unrelated fall into one of three groups. The most obvious group contains those which do not have any elements of any cigarette advertising in them. In some cases these can amount to nothing more than the respondent's statement that he remembers the brand name but nothing else. In other cases there may be non-descriptive mentions of the cigarette pack. The second group consists of only elements which are incorrect. These may be either generally incorrect or specifically incorrect. A specifically incorrect verbai.im contains mentions of elements which are clearly from a commercial other than the test commercial. A generally incorrect verbatim consists of elements that cannot be associated with specific non-test brand advertising but which are certainly not valid renderings of the copy strategy for the test brand. An example of this latter case would be where the respon- dent says that a CAMEL commercial contained mention of "mildness". (Note that a reasonable amount of judgment is sometimes necessary in these cases. If a respondent claimed that a CAMEL commercial made a claim for being "a man's cigarette", even though this was not mentioned, it could be argued that this is a justifiable inference because of the visual context.) The third'group consists of verbatims which contain'both gener- ally correct plus specifically incorrect elements. Here it is fairly clear that the respondent is confusing the test commercial with some other and has not, therefore, been able to give satisfactory evi- dence of having recalled the test commercial. Commercial Audience - The base on which percentages are computed must be the same in all on-air tests. Ideally, the base should be people who were present in the same room as the television set when the commercial was shown, i.e. the "commercial audience". The reason for using the same base for each test is to make all tests comparable and to present the results in a way that accurately reflects commun- ication efficiency. This goal is not achieved if the base is, for example, the number of people who say they saw the test commercial, because this in itself is a variable that depends on the ability of the commercial to be remembered; and since it will vary from test to test, the results of many tests cannot be compared. ~ ~ c.v ~-n

VERBATIMS The following section contains the verbatim responses given in answer to the questions that were asked to deter- mine what the respondent remembered about the test commer- cial. These verbatims are not edited. They appear exactly as they were spoken and, consequently, some are not gram- matically sound. Information on the respondent's sex, age category, and educational level and whether the respondent watched in black and white or color are given at the end of each verbatim. The verbatims are in two categories, related and in- correct recall.

-7- SPECIFICALLY RELATED RECALL NEWPORT "HAWAIIAN FANCY" :60 1. They have some good lookin(~,girls...They have a jingle to it. (Don' t know jing le or worl klp.) ~: Male--58--College--Color 2. it was the one where the man is watching the television and the Hawaiian dancer comes out. to the tube and gives him a flower. Just that his wife came back in the room and the girl went back into the television tube...The man sitting in the chair watching the television and the girl coming out of the tube. She just held up the pack and there was the tune that Newport stays fresher,in the background...Newports taste fresher than any other cigarettes. Male--60--High School--B&W 3. It was a Hawaiian commercial. There was a man sitting in his front room watching a Hawaiian commercial on his television. It was a Newport commercial...A pack of Newports were shown and there were two Hawaiian people dancing...Newport taste better and fresher too...That it was a menthol cigarette.. Female--45--High School--B&W 4. it was in Hawaii. The little dancing girls and the man was smoking, the cigarette said Newport...It was the Hawaiian dancers and they came up to the man and that was the gist of it..."Newports taste better." Female--64--College--B&W