sample="quota" bates="501791319" isource="rjr" decade="1970" class="ni" date="19710811" J. H. Sherrill PE Galyan JTC August 11, 1971 Mr. M. L. Sobell USE OF MATCHBOOK COVERS FOR SELF-LIQUIDATING PREMIUMS (MRD # 71-0083) In light of our discussion the other day regarding the use of matchbook covers for premium offers, I noticed that the first Caravan III report from Spotts showed a total of 694 Dymo Labelette orders (the same offer currently appearing on Camel Filter matchbooks). Since (1) these results are higher than any other first week's orders on either Caravan I or II, and (2) only 1, 936 orders have been received via matchbook covers (through 26 weeks), the use of matchbook covers for premium offers seems to be a secondary use as opposed to their advertising function. Joan F. Craft Marketing Research Department JFC:pd cc: Mr. W. A. Sugg / J. B. Stuart Mr. J. H. Sherrill, Jr. / P. E. Galyan Mr. H. E. Christopher / F. M. Kesceti Mr. J. F. Hind Mr. P. R. Currier