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CONFIDENTIAL ax4 - 46 7 .,?3 Advertising Research Report MRD#AR-67-23 August 7, 1967 WINSTON "MUSICAL NOTES" :60 ON-AIR TEST PIiBLISHEI) BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C.

TABLE OF CONTENTS Page No. Product Manager's Summary . . . . . . . . . . . . First attached MRD S umma ry . . . . . . . . . . . . . . . . . . . . . 1 Background Page . . . . . . . . . . . . . . . . . . . 2 Summary of Verbatims . . . . . . . . . . . . . . . . 3 Appendices . . . . . . . . . . . . . . . . . . . . . 4-5 Dialing Record . . . . . . . . . . . . . . . . . . . 6 Verbatims . . . . . . . . . . . . . . . . . . . . . . 7-13 Script . . . . . . . . . . . . . . . ... . . . . . . 14-15

August 7, 1967 Individual Copies to Messrs.: W. S. Howard Smith, Jr. Gray J. J. A. F. Albanese, Jr. Hind Bernard Ober R. A. Rechholtz C. H. Judge R. M. Odear, Jr. Jeffrey A. Greene W. R. A. A. A. G. Sugg Blevins, Jr. Weber Clay K. Lambeth B. R. Stewart John J. Bresnahan T. P. Haller RE: ON-AIR TEST - 60-SECOND "MUSICAL NOTES" Summary The overall related recall of this commercial was 23%, which com- pares with the company average of 25% for the eleven RJR 60-second commercials previously tested. Recall mainly centered around the taste claim with total unduplicated taste comments being 19% of the commercial audience, or 83% of those who gave recall. The situation element of the "Notes/singing" was remembered by 9%. Conclusion Related recall for "Musical Notes" :60 is about average for other regular, non-announcement type RJR :60 cigarette commercials. We feel that "Musical Notes" simplicity of major copy points, ability of the format to communicate the message, and a unique execution make "Musical Notes" a strong WINSTON 85 commercial. Indicated Action Continue to explore ways of attracting consumer attention to all elements of WINSTON advertising which are used frequently, to prevent their becoming stagnant and to communicate WINSTON's total selling message in a unique and entertaining manner. T. E. Sandefur, J ~T-T Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. ~ 1 li1W,c.( C /. T. P. Hal er A I ~ ' Jdhn J. JBres nahan

SUMMARY WINSTON "MUSICAL NOTES" :60 ON-AIR TEST (Day-after Recall) I MRD#AR-67-23 This is a study to determine the recall levels of Winston "Musical Notes" :60 commercial. Results 1. A total of 23% gave recall related to the test commercial: 12% gave specifically related recall, and 11% only gave generally related recall. 2. Taste sales messages were played back by 19% of the commercial audience, or 83% of those who gave recall. 3. The "...notes/singing" were remembered by 9%. C. Elizabeth Jackson Marketing Research Department 6/19/67

WINSTON "Musical Notes" :60 On-Air Test (Day-after Recall) MRD#AR-67-23 This is a study to determine the recall level of Winston "Musical Notes" :60 commercial. Location: Cincinnati, Ohio San Francisco, Calif. New Orleans, La. Atlanta, Ga. Indianapolis, Ind. Background: The test commercial appeared in the third position of the first half hour (at 7:50 p.m. EST) of "The Virginian" on March 1, 1967. Date of Interviewing: March 2, 1967 Method: Any adult who smoked at least one cigarette per day and watched television the previous night was eligible to be interviewed. Respondents were asked whether they had seen any cigarettes advertised and, if so, which brands. If the test brand was not mentioned, they were asked whether they had seen a commercial for Winston cigarettes and, if so, what it said and showed. They were asked whether they had seen the parts just before,during,and just after the commercial. Program and activity prompts were used to determine whether 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 directories. MRD Notes: Newport "Hawaiian Fancy" :60 was tested on a "free- ride" basis.

SUMMARY OF VERBATIMS Cities Combined Base: Total in commercial audience (151) ~ Gave recall Notes" :60 specifically related to "Musical 12 Gave only re Notes" :60 call generally related to "Musical 11 Gave recall related to "Musical Notes" :6 0 (23) DETAIL OF RECALL Salespoints Winston tastes good like a cigarette should 15 Winston taste good like your cigarette should 4 Tastes good/better, just 3 (Unduplicated taste comments) (19) Has good/better tobaccos 1 Miscellaneous salespoints 2 Situation Showed/funny faces/notes/singing 9 Sang Winston/jingle/song 6 Showed music sheet/bars/scales/symbols .4 One note was off key 3 Was/a cartoon/ariimated Put name on pack letter by letter/spelled 1 out Winston 1 Looked for right note 1 Miscellaneous situation 3 Gave incorrect recall 15 Gave no recall 62 100

APPENDIX I Men vs Women Base: Total in commercial audience Gave recall related to "Musical Notes" :60 No significant difference. Age Level Men Women (80) (71) 20 27 Under Over 35 35-50 50 Base: Total in commercial audience (31) (46) (71) $ $ $ Gave recall related to "Musical Notes" :60 32* 24 18* *Difference is significant at 86% confidence level. Education Level Grade School High School College Base: Total in commercial audience (36) (78) (35) $ $ $ Gave recall related to "Musical Notes" :60 22 27 17 No significant difference. B&W vs Color B&W Color Base: Total in commercial audience (117) 33 Gave recall related to "Musical Notes" :60 25 18 No significant difference NOTE: The sum of the bases within a-classification may not equal 151 because the respondentseither refused to answer or were not -asked the question. Also note that the bases are small. J 0 J ~

APPENDIX II MRD#AR-67-23 Below is a list of RJR cigarette 60-second commercials which have been tested and whose results have been published. BRAND COMMERCIAL OVERALL RELATED RECALL SCORE Winston "Home Movies/Skiing" 16% Winston "Montage" 19 Camel Menthol "Beach" 16 Camel Filter "Surf Fishing" 21 C ame 1 "Men & Railroads" 6 Salem "Down River" 13 Winston "Fireworks/Interrupter" 33 Winston 100 Green "Jetty" 51 Winston 100 Re d "Golden Pack" 35 Winston "Girl & Trumpet/Interrupter" 36 Winston "Girl & Trumpet" 25 Average overall related recall score 25%

DIALING RECORD MRD#AR-67-23 Total dialings 9666 No television set 133 Not smoke 2066 Not watch TV last night 659 Not watch test program 266 Not remember program, set off, other channel 261 In program audience 217 In Winston "Musical Notes" :60 commercial audience 151