sample="quota" bates="TIMN_0121859" isource="ti" decade="19xx" class="ui" date="19000000" GOOD MORNING. I WOULD LIKE TO SPEND THE NEXT 15 MINUTES OR SO TELLING YOU ABOUT OUR NATIONAL ADVERTISING PROGRAM. .. THE REASONS FOR IT. .. THE STRATEGIES WE'RE USING ..AND THE RESULTS WE ARE NOW SEEING. EVERY OTHER YEAR SINCE 1968 / WE HAVE CONDUCTED A FAIRLY BROAD SURVEY OF ATTITUDES TOWARDS CIGARETTES AND THE TOBACCO INDUSTRY. AND .. BY AND LARGE. .. WE HAVE WATCHED AS PUBLIC SUPPORT OF OUR PRODUCTS. .. OUR POSITIONS. .. AND OURSELVES HAS DROPPED TO ALL-TIME LOWS. T 507430 OUR MOST RECENT SURVEY -- CONDUCTED JUST THIS PAST SPRING -- FOLLOWED THE TREND. LET ME SHARE SOME EXAMPLES: Pause 2 TWO-THIRDS OF THE ADULTS IN OUR SURVEY SAMPLE FELT THAT CIGARETTE SMOKE IN THE AIR IS HARMFUL TO NONSMOKERS. THAT'S UP SEVEN POINTS IN JUST THE LAST TWO YEARS. 3 MORE THAN A THIRD THOUGHT GOVERNMENT SHOULD TAKE MORE STEPS AGAINST SMOKING. .. AND ONE QUARTER FELT STEPS SHOULD BE TAKEN AGAINST PUBLIC SMOKING. T507431 BUT / IT IS SOBERING TO NOTE THAT ONE OUT OF THREE ADULTS ARE CONCERNED ENOUGH TO SUPPORT GREATER GOVERNMENT CONTROL OVER OUR INDUSTRY. IT IS ESPECIALLY SOBERING WHEN ONE REALIZES THAT AN EQUAL NUMBER -- ONE OUT OF THREE ADULTS IN THE U.S. -- CHOOSE TO SMOKE. SPEAKING OF THEM. .. HOW DO SMOKERS VIEW THESE ISSUES . ? THEY ARE OUR MEMBERS' CUSTOMERS. BY RIGHTS / THEY SHOULD BE SOLIDLY BEHIND US. 4 WELL ... I WISH THEY WERE. S.P. FIRST OF ALL / FEWER PEOPLE THAN EVER SAID THEY WERE SMOKERS. IN 1974 / THE FIGURE WAS AT 41 PERCENT. .. BY 1980 / THE NUMBERS HAD DROPPED TO 36 PERCENT. .. AND THIS YEAR / WE FOUND OURSELVES AT 32 PERCENT. T507432 I SAID THAT FEWER PEOPLE SAID THEY WERE SMOKERS. THERE IS EVIDENCE. .. CIGARETTE SALES / STATISTICS / AND OTHER OPINION RESEARCH / WHICH STRONGLY SUGGESTS THAT MORE PEOPLE ARE / IN FACT / SMOKING. BUT / IT SAYS A LOT / WHEN A PERSON WHO SMOKES WON'T ADMIT TO IT. 5OF THOSE WHO SAID THEY DO SMOKE. .. WE SAW A JUMP IN THE PERCENTAGE WHO SAID THEY WOULD \ "VERY MUCH LIKE TO QUIT." IN 1980 / 23 PERCENT FELT THAT WAY -- THIS YEAR / THE NUMBER WAS 33 PERCENT. .. TEN POINTS IN TWO YEARS. 6AND / IT'S NO WONDER. .. SMOKERS HAVE BEEN TOLD THAT SMOKING WILL KILL THEM. .. HURT THE FOLKS AROUND THEM. .. MAKE THEM LESS T507433 ATTRACTIVE. .. CAUSE FIRES. .. CREATE LITTER .. WRINKLE THEIR SKIN .. YELLOW THEIR TEETH .. AND EVEN OFFEND GOD. AGAIN / TURNING TO OUR RESEARCH ... 55 PERCENT OF THE PEOPLE WHO SAID THEY WERE SMOKERS / ALSO SAID THEY WERE "FREQUENTLY" OR "OCCASIONALLY" UNCOMFORTABLE ABOUT SMOKING AROUND OTHERS. THAT NUMBER HASN'T CHANGED MUCH IN RECENT YEARS. .. BUT IT'S TOO HIGH. LADIES AND GENTLEMEN. .. OUR CHALLENGE IS CLEAR. THE QUESTION IS : WHAT ARE WE DOING ABOUT IT ? S.P. IF I HAD MY WISH WAY . .. THE TOBACCO INDUSTRY WOULD BE SEEN AS A PUBLIC-SPIRITED INDUSTRY COMPOSED OF SMALL AND LARGE COMPANIES , / INDIVIDUALS / AND FAMILIES. .. WITH A GLORIOUS HISTORY TRADITION , / AND WHICH PROVIDES A PRODUCT ENJOYED BY MANY ADULT AMERICANS . T507434 IF I HAD MY WISH WAY / WE WOULD NOT BE CONTROVERSIAL ENOUGH TO DRAW THE ATTENTION OF A POLITICIAN OR A BUREAUCRAT. OUR INDUST WOULD BE SEEN AS A NICE BUNCH OF FOLKS / EARNING A MODEST LIVING AND MINDING THEIR OWN BUSINESS ... OUR CUSTOMERS WOULD NOT BE UNDER SIEGE. FROM MY EXPERIENCE. .. THAT'S A REASONABLE DESCRIPTION OF THE U.S. TOBACCO INDUSTRY. BUT CLEARLY. .. WE DO NOT HAVE THAT IMAGE. I BELIEVE WE ARE SEEN AS GREEDY. .. UNCARING. .. AND OVERLY POWERFUL. IN MY JUDGEMENT / IT WILL TAKE MANY YEARS FOR US TO CREATE A MORE POSITIVE / LASTING IMAGE FOR THE U.S. TOBACCO INDUSTRY. A JOURNEY OF A THOUSAND MILES BEGINS WITH A SINGLE STEP. .. WHERE DOES ONE START ? T507435 HOW DOES ONE BEGIN TO REVERSE THE TRENDS OF A DOZEN OR SO YEARS ? FOR US. .. WE BEGAN BY SETTING THREE , SHORT-TERM , MANAGEABLE GOALS. .. GOALS TO HELP US BETTER ORGANIZE AND EQUIP OURSELVES FOR THE BATTLES AHEAD. GOAL NUMBER ONE. .. TO ACHIEVE GREATER PRIDE AND UNITY WITHIN THE TOBACCO INDUSTRY. WE HAVE TO EXPRESS OURSELVES. IN THE UNITED STATES / THERE ARE VIRTUALLY HUNDREDS OF THOUSANDS OF PEOPLE WHO EARN THEIR LIVING. .. AT LEAST IN PART ... FROM TOBACCO. THERE ARE TENS OF MILLIONS OF AMERICANS WHO CHOOSE TO ENJOY TOBACCO PRODUCTS. T507436 EVERY ONE OF THOSE PEOPLE HAS A STAKE IN THIS INDUSTRY'S LONG TERM SUCCESS. THEREFORE. .. THIS GOAL IS AIMED AT COUNTING OUR FRIENDS. .. OBTAINING A FEW OTHERS. .. ORGANIZING. .. AND BECOMING THE NATIONWIDE "TOBACCO" CONSTITUENCY WE NEED SO BADLY. 8 GOAL NUMBER TWO. .. IN A WORD : CREDIBILITY. IF PEOPLE DON'T BELIEVE YOU. .. THEY DON'T LISTEN. IF THEY DON'T LISTEN ... THEN WHY ARE WE TALKING. .. AND TO WHOM ? SO. .. CREDIBILITY. .. AS BASIC AS IT IS ... IS ONE OF OUR HIGHEST PRIORITIES. HOW DOES ONE GO ABOUT BECOMING "CREDIBLE?" T507437 AS AN INDUSTRY. .. WE NEED TO DO SOME OF THE THINGS PEOPLE WOULD LIKE US TO DO. .. WE NEED TO SHOW THE PUBLIC WE ARE WORTH LISTENING TO. .. AND FRANKLY , WE NEED TO SAY THINGS WHICH CONFORM WITH THE WAY PEOPLE THINK. LET ME SHARE SOME EXAMPLES : WHEN WE SPEAK ABOUT THE ECONOMIC CONTRIBUTION OF TOBACCO. .. PEOPLE RESPOND. PEOPLE UNDERSTAND AND APPRECIATE JOBS. .. TAXES. .. MONEY. WHEN WE TELL PEOPLE THAT CIGARETTE SMOKE DISSIPATES WHEN IT HITS THE AIR. .. IT MAKES SENSE TO A LOT OF PEOPLE. BUT WHEN WE TELL PEOPLE THAT CIGARETTE SMOKING MAY NOT BE HARMFUL. .. EVEN THOUGH WE ARE EXACTLY CORRECT. .. WE ARE NOT BELIEVED. T507438 SO. .. CREDIBILITY IS GOAL NUMBER TWO. 9 GOAL NUMBER THREE. .. WE MUST BEGIN TO SET THE AGENDA AND NOT SIMPLY REACT, CERTAINLY / THERE ARE TIMES WHEN THE ACCUSATIONS ARE SO SEROUS. .. AND SO WIDELY HEARD. .. THAT WE DO RESPOND. BUT / I THINK / WE SOMETIMES OVERESTIMATE THE INFLUENCE OF THE ANTI-SMOKERS. .. THE AMERICAN PUBLIC DOES NOT DWELL ON EVERY WORD THEY SAY. BY TRADING BULLET FOR BULLET WITH THEM. .. I FEAR WE SIMPLY INCREASE PUBLIC AWARENESS OF THE ACCUSATIONS. I'VE SPOKEN FOR A FEW MINUTES ABOUT HOW THE PUBLIC VIEWS US ... AND WHERE WE'D LIKE TO BE IN THE SHORT TERM. T507439 THAT LEAVES THE BIG QUESTION : HOW ARE WE GOING TO GET THERE ? ONE ANSWER IS OUR NATIONAL ADVERTISING PROGRAM. 10 HERE ARE SOME OF THE ADS THAT HAVE APPEARED SO FAR. .. 11 OUR FIRST AD INTRODUCED THE PROGRAM. .. 12 AD NUMBER 5 SPOKE ABOUT AMBIENT SMOKE. .. 13 AD NUMBER 3. .. IT DEALT WITH CIGARETTE ADVERTISING AND KIDS. .. 14 AND AD NUMBER 7 QUESTIONED THE NEED FOR PUBLIC SMOKING LAWS. WHAT ARE OUR OBJECTIVES? WELL , I WOULD ARGUE THAT OUR NATIONAL ADVERTISING OBJECTIVES ARE THE SAME AS THE THREE I JUST FINISHED DESCRIBING. 15 1. WE WANT THEM TO SERVE AS A RALLYING POINT. .. FOR PEOPLE IN THE INDUSTRY ... FOR SMOKERS WHO WANT TO SEE THE OTHER SIDE OF THE STORY ... FOR NONSMOKERS WHO ARE WEARY OF THE ANTI-SMOKES. T507440 2. WE WANT THEM TO HELP BUILD CREDIBILITY .. WE HAVE MADE A POINT OF SAYING THINGS IN A MODERATE , REASONABLE WAY ... WE HAVE TACKLED ISSUES WHERE PEOPLE STILL SEEM WILLING TO LISTEN. .. AND , THIS FALL , WE ARE FEATURING SUBJECTS WERE PUBLIC SUPPORT IS EVIDENT: 17 AD #4 ... "DO CIGARETTE COMPANIES WANT KIDS TO SMOKE?" S.P. MAY SURPRISE SOME READERS WHEN THEY FIND THE ANSWER IS A RESOUNDING 'NO. 18 AD #6 ... "WHAT HAPPENS TO CIGARETTE SMOKE IN THE AIR" SURPRISE NO ONE SINCE THE ANSWER IS NOTHING MORE THAN COMMON SENSE. BUT , ISN'T IT TIME THAT SOME COMMON SENSE CAME INTO THE BATTLE ? SO. .. I DO BELIEVE THEY HELP US WIN CREDIBILITY. OBJECTIVE 3. .. BOTH FOR THE ADVERTISING AND OVERALL. .. IS THAT WE SET THE AGENDA. WE HOPE TO PUT THE ANTI-SMOKERS ON THE DEFENSIVE. T507441 AS YOU HAVE JUST SEEN ... WE HAVE A HALF DOZEN ADS PREPARED AND IN USE. THE FORMAT ALLOWS US TO DEAL WITH MOST ISSUES ... AND TO BUILD READERSHIP OVER TIME. 20 THE ADS WILL BE SEEN IN MAJOR CONSUMER AND TOBACCO MAGAZINES THIS YEAR BY NEARLY EIGHT OUT OF EVERY TEN AMERICAN ADULTS. IT IS HAR 21 TO FIND ANOTHER ISSUE ADVERTISING PROGRAM THAT HAS REACHED AS MANY PEOPLE / AS QUICKLY OR AS BOLDLY. 22 RIGHT ABOUT NOW , YOU MAY BE SAYING TO YOURSELF ... "THE ADS ARE ATTRACTIVE ... AND THEY SAY THE RIGHT THINGS. .. BUT WHAT ARE THEY DOING FOR THE INDUSTRY ?" SINCE OUR CAMPAIGN BEGAN LAST WINTER , WE HAVE BEEN LOOKING VERY CLOSELY AT THE RESULT T507142 IN STARTING . WE KNEW THAT NO ADVERTISING PROGRAM -- NO MATTER HOW CLEVER OR ATTRACTIVE - IS CAPABLE OF REVERSING 30 YEARS OF BAD PUBLICITY IN SIX MONTHS. WE KNEW THAT ANY SHORT TERM IMPROVEMENT WOULD BE SMALL ... IF IT EXISTED AT ALL. WE ALSO RECOGNIZED THAT OUR ADS ARE NOT THE ONLY SHOW IN TOWN. AND / AS IT TURNED OUT , THE SURGEON GENERAL ISSUED HIS 1982 REPORT A FEW DAYS BEFORE OUR FIRST ADS WERE PUBLISHED ... CONGRESSIONAL HEARINGS ON NEW WARNING LABELS WERE HELD. CONGRESS DEBATED THE PRICE SUPPORT PROGRAM AMENDMENTS. AND THE USUAL ANTI-SMOKER RHETORIC CONTINUED. STILL ... AN INVESTMENT OF THIS MAGNITUDE DEMANDS RESULTS. SO , UP FRONT , WE AGREED WE WOULD BE SATISFIE IF THE INITIAL RESEARCH SHOWED THAT .. 23 PEOPLE WERE SEEING THE ADS. .. AND FOUND THEM INTERESTING. 24 PEOPLE STARTED THINKING BETTER OF THE INDUSTRY. .. ABOUT SMOKING. .. AND ABOUT SMOKERS. T507443 25 FINALLY , WE HOPED THAT SMOKERS WOULD LIKE THE ADS. WE FELT IT WAS TIME THAT SMOKERS READ SOMETHING NICE ABOUT TOBACC WE HAVE MEASURED RESULTS IN SEVERAL WAYS . 26 FIRST , WE QUESTIONED 2,000 ADULTS SELECTED - RANDOMLY FROM THE NATIONAL POPULATION - IN FEBRUARY AND AGAIN IN JUNE. .. JUST BEFORE AND JUST AFTER THE ADS RAN THIS PAST SPRING. THEN, WE TOOK THE UNUSUAL STEP OF IDENTIFYIN 1,400 KNOWN SMOKERS AND 1,400 KNOWN NONSMOKERS FROM OTHER SURVEYS AND WE INTERVIEWED THEM THREE TIMES. .. BEFORE ... DURING / AND AFTER THE SPRING ADS APPEARED. WE MAILED REPRINTS OF OUR ADS TO THESE PEOPLE. THIS WAS TO FORCE A READING. .. TO MAGNIFY WHAT WOULD BE HAPPENING IN THE GENERAL POPULATION. T507444 LET ME GIVE SOME EXAMPLES OF WHAT THESE SURVEYS SHOWED : 27 DID ANYONE SEE THE ADS ? IF PEOPLE SAID THEY READ THE MAGAZINES WE'RE USING , WE ASKED IF THEY REMEMBERED ANY ADS THAT SPOKE TO THE CONTROVERSY OVER CIGARETTE SMOKING. IN FEBRUARY ... ABOUT 22 PERCENT SAID THE DID. BY JUNE / THE NUMBER WAS AT 27 PERCENT. WE FELT THAT FIVE POINTS IN SIX MONTHS WAS ACCEPTABLE. 28 OF THOSE WHO SAW THE ADS , WE ASKED "DID YOU FIND THEM VERY INTERESTING ?" IN FEBRUARY , JUST FIVE PERCENT THOUGHT SO .. BY JUNE THE NUMBER HAD NEARLY TRIPLED. WERE THE ADS PERSUASIVE ? REMEMBER , WE HOPED TO SLOW THE DOWNWARDS TRENDS. WE WERE PLEASANTLY SURPRISED. T507445 29 WE ASKED : WHO SPENDS MORE MONEY ON MEDICAL RESEARCH ON SMOKING AND HEALTH? ? WAS IT THE TOBACCO COMPANIES , OR THE CANCER SOCIETY , LUN ASSOCIATION AND HEART ASSOCIATION COMBINED? ? OUR NUMBERS WENT UP SLIGHTLY ... THEIRS WENT DOWN. BUT THERE'S STILL A LONG WAY TO GO. DOES CIGARETTE ADVERTISING CAUSE KIDS TO 30 SMOKE? ? IN FEBRUARY , 25 PERCENT THOUGHT SO ..IN JUNE , THE NUMBER WAS A LITTLE BIT LOWER. IS CIGARETTE SMOKE IN THE AIR HARMFUL TO NONSMOKERS? ? IN FEBRUARY , 70 PERCENT THOUGHT SO. .. BY JUNE , THE NUMBER HAD DROPPED BY THREE PERCENT. T507446 AND SHOULD THERE BE SEPARATE FACILITIES FOR SMOKERS AND NONSMOKERS? ? WELL. .. THERE WAS NO CHANGE OVER THE SIX MONTHS. IT REMAINED AT 74 PERCENT WHO FELT THERE SHOULD BE. 31 THE NUMBERS COULD HAVE BEEN FAR WORSE. .. THERE WERE NEARLY 40 PUBLIC SMOKING BILLS DEBATED IN 23 STATES WHILE WE WERE SURVEYING. MORE THAN 110 MILLION PEOPLE LIVE IN THOSE STATES AND ,CHANCES ARE , THE "PUBLIC SMOKING" DEBATE WAS CONDUCTED WITHIN EARSHOT OF THEM. THE SURVEYS WERE , AND WILL CONTINUE TO BE , A MAJOR SOURCE OF INFORMATION. BUT , OUR ANALYSIS OF THE READER MAIL ARE OFTEN MORE ENLIGHTENING. CONSIDER THIS , A PERSON WHO TAKES THE TIME TO WRITE US AT THEIR OWN EXPENSE -- WHEN THEY COULD WRITE THEIR CONGRESSMAN , OR THE EDITOR , OR THEIR LOCAL NEWSPAPER JUST AS EASILY -- IS A CERTAIN KIND OF PERSON. T507447 OUR ADS OFFERED A BOOKLET. AMONG NEARLY 25,000 REQUESTS WE RECEIVED VERY FEW CRITICAL LETTERS. .. A GOOD SIGN. WE TOOK THE ADDITIONAL STEP OF SURVEYING 500 OF THE PEOPLE WHO ASKED FOR THE BOOKLET. MANY OF THEM TURNED OUT TO BE SMOKERS. .. WELL EDUCATED ... REASONABLY WELL OFF. AND , WE FOUND THAT THEY LIKED THE ADS AND LIKED THE BOOKLET. AS WE SUSPECTED , THEY WERE THE KIND OF PEOPLE WHO WRITE THEIR CONGRESSMAN. BEYOND THE SURVEYS AND THE MAIL , WE WATCHED THE NEWS MEDIA FOR REPORTS OF OUR AD CAMPAIGN. WE WERE NOT DISAPPOINTED. .. THE PRESS , PUBLIC OFFICIALS , AND ANTI-SMOKERS HAVE NOT REACTED NEGATIVELY TO THE PROJECT. MAYBE AT LONG LAST , WE'VE LEFT THEM SPEECHLESS. T507448 I HOPE I HAVE NOT LEFT YOU SPEECHLESS. I WOULD BE HAPPY TO ANSWER ANY QUESTIONS YOU MAY HAVE. ********* T507449