?>FI~15 1111111111111441ill MARKINOR Telephone (011) 886-6469 Fax (011) 789-3764 le; Qn C) 13(EH 00 CD ,S2 U-I N) (-),I BATCo document for Legal Services : Health Canada 22 October 1999 COPYRIGHT RESERVED JOB NO 941196/AR Private and Confidential REPORT PROJECT DOG & CAT MARCH 1994 051GINA-L OF Tws Is ~Omsu. C GC)RgOWED ?Lepss . , -f 0 IRS i U PREPARED FOR: U T C PREPARED BY: ALISON RINGER MARKINOR Ln C:) G, k0L BA "LL T N~!E D p Bo\ 0 0 'D]E?T ,pFk 0 C~r~ 'w( EORIG11 ONSU% I 0, Le 8sc)",U~ D ?,r- 0 su", if SCR 0 FkS NEO DE C) ; Ln BATCo document for Legal Services : Health Canada 22 October 1999 (il CD C) (-n N) UI BATCo document for Legal Services : Health Canada 22 October 1999 1. BACKGROUND AND PURPOSE OF THE RESEARCH UTC launched a new advertising campaign for Benson & Hedges Special M-Id. There were three executions of the print advert: > sport > music > dcg and cat. Each advert appeared sequentially on the back page of the main section of --'Ie Sunday Times and Rapport during February 1994. Markinor was commissioned to conduct "day-after-recall" studies on the Monday and Tuesday follomring the publishing of each of the executions. The purpose cl* these studies was to establish the level of,awareness and me suitability of the executions to the image of Benson & Hedges. This report cOntains the findings for the third "day-after-recall" study, on tie "dog and cat" execution. Qn rQ Ul 01\ IBATCo document for Legal Services : Health Canada 22 October 1999 2 2. RESEARCH DESIGN 2.1 Coverage And Sample Size Coverage included readers of the Sunday Times and Rapport, who lived in the major metropolitan areas. It was initially proposed that 300 readers, who had seen the Benson a Hedges advert be contacted. However, the final sample of readers who had seen the Benson & Hedges "dog and cat" advert was 94. This was from a totai contact count of 2 325, which means 4.0% of the contacts remembered seeing the Benson & Hedges advert (3.8% had seen the "music" advert). 2.2 Methodology Telephone interviews were conducted by our Markinor interviewe.-rs, from Markinor offices in Johannesburg, Durban, Port Elizabeth and Cape T--Wn. 2.3 Timing The interviews were conducted on Monday 28 February and Tuesday 1 March. ui CD c~ Ln r1~J --4 I - I BATCo document for Legal Services : Health Canada 22 October 1999 3 3. SUMMARY OF THE MAIN FINDINGS A third of respondents contacted for this study had read either the Sunday Times or Rapport. Of the respondents who had read either of the Sunday papers, one in seven recalled seeing any cigarette advertising, and one in eight recalled seeing the Benson & Hedges advert. RESPONDENTS WHO HAD SEEN THE ADVERT: There was a positive response to the advert~ with the fact that it was a full page ad being one of its prominent features. It was felt to be eye-catching and contained bright colours. The bald headed man attracted both positive and negative comments, but he was at least noticed. The cat and dog received fewer mentions but were liked far more than they were disliked. Dislikes of the advert were few and centred around the bald headed man and cigarette advertising in general. Nearly nine out of ten respondents who saw the advert felt it was in line with the image of Benson & Hedges. This last advert in the series attracted the highest awareness level (12%) among readers of the Sunday papers. This higher awareness could be due to the fact that the first two adverts had created an initial awareness which this advert built on, as well as the fact that it was again different and eye-catching. Thus, although the overall awareness of the campaign has been modest, it has created a positive response from the public and should be followed through in other media. C:) CD N) Ln Ln N.) co BATCo document for Legal Services : Health Canada 22 October 1999 4 4. MAIN FINDINGS IN DETAIL 4.1 Profile Of Respondents From the profile of respondents, it can be ascertained whether there were any biases in terms of age, gender or language between respondents who did or did not read the Sunday newspapers, as well as between those respondents who did see the Benson & Hedges advert and those who did not. PROFILE OF RESPONDENTS Sunday Papers Any Cigarette B&H Advertising advert Read Not read Seen Notseen Seen Base 788 1,537 121 667 94 AGE: 18 - 24 yrs 6 9 10 5 9 25 - 34 yrs 17 20 17 17 16 35 - 49 yrs 365 33 35 36 36 50 + yrs 41 38 38 42 39 GENDER: Mate 34 26 42 33 42 Female 66 1 74 58 67 59 LANGUAGE. English 71 68 60 74 59 iAfdkaans 29 32 1 40 1 26 1 411 It can, be seen that the profiles of readers, non-readers, those who had and those who had not seen advertising are very similar. The only biases are seen among readers and non-readers of newspapers where slightly more females had not read the Sunday papers and slightly more males had seen cigarette advertising and had seen the Benson & Hedges advert. There was also a fairly even split between English and Afrikaans-speaking people who had seen the Benson & Hedges advert compared with the profile of all readers of CD Sunday papers. NJ 110 BATCo document for Legal Services : Health Canada 22 October 1999 4.2 Cigarette Advertising Remembered Based on the respondents who had read either the Sunday Times or Rapport (788 respondents), 12% had seen the Benson & Hedges advert. All other brands were mentioned by less than 1% of respondents. These brands were Winston, Courtleigh, Peter Stuyvesant and Dunhill. 85% of respondents who had read the papers did not remember seeing any cigarette advertising. C) ---------- --.I BATCo document for Legal Services : Health Canada 22 October 1999 6 4.3 Repall Of Benson & Hedges Advertising 94 respondents (12% of those reading the newspapers) remembered seeing the Benson & Hedges advert. Of these respondents, the following mentions were made in terms of what they remembered seeing: > a man and a woman 44% > a man, woman, dog and cat 30% > a dog and a cat 13% man offering cigarette to woman 3% a bald headed man 7% > huge pack of cigarettes (B&H) 5% 4% of respondents said they could not remember anything about the advert. 49 CD Ln BATCo document for Legal Services - Health Canada 22 October 1999 7 4.4 Likes Of Benson & Hedges Advert The fact that the advert was a full page ad and it was colourful were the two main mentions made of the advert. In order of mention, respondents mentioned the following likes for the "dog and cat" execution: > whole page ad/ big advert 21% > the colour/ colourful 20% > it stood out/ striking/ caught attention 16% > amused by bald headed man/ unusual 10% > happy atmosphere/ happy people 8% > pretty girl/ like the girl 8% > clear advert 7% >- the guy looked like "Right said Fred" 7% > liked the animals - dog and cat 7%. There were many single mentions in terms of likes which are contained in the tables at the back of this report. Many of the single mentions related to the happy people, their pets and the good, clean atmosphere the advert portrayed. 9% of respondents did not mention any likes for the advert and only 1% simply said they "don't know" when asked for likes. For the "music!' execution, 9% said they could not remember the advert well enough to give any likes, so it appears that the "dog and caV'execution had more impact. Qn CD CD Qn N) BATCo document for Legal Services : Health Canada 22 October 1999 8 4.5 Dislikes Of The Benson & Hedges Advert 74% of respondents who had seen the ad had no dislikes (67% for the "musid' execution). Again, the main dislikes of the advert did not pertain to the advert per se but rather to a dislike of cigarettes, and cigarette advertising, in general. However, the bald headed man did not appeal to some of the readers - he received the highest number of mentions in terms of dislikes (4%). The main dislikes, in order of mention, were: > man should have had hair (4%) > big advertisement for cigarettes (3%) > should not advertise cigarettes (2%) > not appealing (2%) > not a good looking man (2%) > against smoking (2%) > do not like the brand Benson & Hedges (2%) > expensive ad - money could have been put to better use (2%). Other dissikes of cigarettes (single mentions only) are contained in the t4ables. €D BATCo document for Legal Services : Health Canada 22 October 1999 4.6 Suitability Of The Advert To The Image Of Benson & Hedges . ......... r M, IN U.M.-MMM.2z, Yes No Base: Respondents who saw B&H advert DOM know 2% 10 20 30 40 M 60 70 80 90 Nearly nine 3ut of ten respondents who saw the Benson & Hecges advertisemerafelt that it did suit the image of Benson & Hedges. The 11 % of re-spondents who did not feel that the advert suited the image of Benson & Hecges felt this way because (single mentions only): > scmeone on a sailing ship would suit the cigarette better > the people in the advert were not everyday people > more sophisticated people should have been used > the relationship between the picture and smoking was not a;parent > it should have been more colourful M 15 >-, cizarettes are bad for you, yet the ad made smoking look likeable C) tte ad should concentrate on the product, not people and anis-zis CD NJ > associate B&H with cricket, not a pretty lady/ "Right said Fred". U- BATCo document for Legal Services : Health Canada 22 October 1999 10 4.7 Prompted Awareness Of The Advert For this study, some new questions were included which were prompted awareness questions, asked of respondents who said they had either read the papers andfor had seen cigarette advertising, but not for Benson & Hedges. In total, 788 respondents had read the papers and 94 had seen the Benson & Hedges advert. Therefore, these new questions were asked of the 694 respondents (788 minus 94) who had read the papers, but not seen the Benson & Hedges advert. The first ;uestion was simply a prompted awareness question, asking whether respondents had seen an advert showing a bald headed man and a dog and a cat. 8% of respondents said they had seen such an advert, with the remaining 92% not beinc aware of the Benson & Hedges advert even with prompting. Of this 8% of respondents, 1 % then correctly mentioned Benson & Hedges as the branc being advertised, I% incorrectly mentioned another brand or product and 6% cid not know what the advert was promoting. 0 ui CD CD (-n BATCo document for Legal Services : Health Canada 22 October 1999 4.8 Smoking Habits Of the 94 res;.zndents who recalled seeing the Benson & Hedges advert, 51% were smokers ---nd 49% were non-smokers. Benson & Hed:es Special Mild had the highest proportion of mentions in terms of being the regular brand smoked (17 respondents - 33%). All other brancs were smoked by 2% or less of respondents. The full list of brands is contz-ined in the tables. Ul CD C) Ui (-n U4 BATCo document for Legal Services : Health Canada 22 October 1999 0 TABULAR RESULTS 0 Ln NJ L-i --j BATCo document for Legal Services : Health Canada 22 October 1999 . : -~ C. ', 1:~ 0 . ~~: "0: .6 : -C 0 0, CD tu 11, 1, 0- tuf, I> Fm ~ : 0 - Ic~ .: z ce ~r 0. c> . C> ~ le z1l… 0. 41 I e <21 '12 … 0 9 1 eu c~ 0. o . ry Š~ -0 C' E -C . a CD L… 1, o. ey eV >- W% LU . ~,.c -0 C . a ~ W% p- 9K et M : t. - . Irb ~ ce a W .4.8 P-C = : ~, , :!c! 0- r4- C… 5 0 M : - a :2 CD Ir in Il 0. o . r- ~ M il : fi Icq c = . L2 : Z Z CD ~c ri 2 1 Il Il 0 I~9 tu ~I . D IU &M 8. : C> 0 L~ CD 141, mi 31- dy 0 ty 9 CD . WN %0 0 : ~ f Zo 0- M. ~r~> … - CD CD N) Il 14J CZ dk j f ICI BATCo document for Legal Services: Health. 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CD N CD tu ry 0 ton 3 0 -14 f oc a Il U… go M c BATCo document for Legal Services: Health Canada 22 October 1999 0 QUESTIONNAIRE 0 Ln BATCo document for Legal Services : Health Canada 22 October 1999 PROJECT DOG AND CA JOB NO.94/196/rO3,AR SETFIELD 1.4 MARKINOR TYPEFIELD 5 INFORMANT NAME: SAMPLE NUMBER: = 6- 7- 8- 9. 10. ADDRESS: INTERVIEWER NUMBER: I I -F-T7 . . 11- 12- 13- 14- INTERVIEW COMPLETED ON . . POST CODE . (DATE): TIME TAKEN ON THIS INTERVIEW: TELEPHONE NO.: (H) ; (W) (IN MINUTES) (enter 99 if greater than 99) IS- 16- INTERVIEWER: I hereby certify that this interview has BACK-CHECK. Personal i 7-V been carried out by me according to the instructions I received from Markinor and has been checked. Telephone -x Neither -0 SIGNED: INTERVIEWER RATING AGE- AREA: LANGUAGE& 18-24 19-1 Johannesburg 21-1 English/Other 22-1 25-34 -2 East Rand -2 AfrikazinsiBoth -2 35-49 -3 West Rand .3 50+ -4 Pretoria -4 - Durban .5 UNDER- PEIEL -6 Male 20-1 Fernale 1 -21 Cape Town 1 -7 1 GO TO 0. 1 Did you read the Sunday'rimes or RapporL 27 Yes/-Ja 24-1 CONT. February edition? ...................................................... ................. ......... I - Het u 27 Februarie se uitgawe van Sunday Times Not-Nee .2 GOTOO.11 of Rapport gelees? 2. Did you notice any advertising for cigarettes in the jYesrJa 25.1 CONT. Sunday Times or Rapport? ... - Het enjqe a dvertensies vir sigarette in die u Sunday I imes of Rapport opgernerk? 3. For which brands of cigarettes do you remember CONT. Benson & Hedges 26-1 ACCORD. TO seeing advertising for in the Sunday Times or QUOTA Rapport? WRO* * ***---*-- Vir watter sigaret handelsnaam kan u 'n Courtleigh advertensle in die Sunday Times of Rapport onthou? Peter Stuyvesant -4 Dunhill -5 Other (SPECIFY)f-Ander (SPESIFISEER) GO TO 0.9 . -6 . I .7 13 . I -8 4. What do you remember seeing in the Benson & 1. Man and Woman Hedges advertisement? Please could you - Man en Vrou 27-1 describe it for me? MULTIMENTIONS POSSIBLE. Dog and Cat - Wat kan u onthou van die Benson & Hedges Hond an Kat -2 advertensie? Kan u dit asseblief vir my beskryf? VEELVULDIGE AN7WOORDE MOONTLIK- 3. Man. woman. dog and cat V71 Man. vrou, hond en kat -3 CD 4. Other (SPECIFY)r*Ander (SPESIFISEER) -4 -6 Nj ............................................................ -6 BATCo document for Legal Services : Health Canada 22 October 1999 -2/2- Job No. CARD I QQ TO 0. 5. What. if anything, did you I& about the Benson & Hedges advertisement? Waarvan, indien enigiets, het u van in die Benson & Hedges-advertensie 9&h&U'? ............................................................................................................. 28- . . 29- . . I 30- ............. I 31- 6. What if anything, did you dislik about the Benson & Hedges advertisement? Waarvan, indien enigiets, het u nig omtrent die Benson & Hedges-advertensie gehou nie ....... I 32- . . 33- . . 34- . . 35- 7. Do you think thatthe Benson & Hedges advertisement su ts the image of the brand Benson & Hedges? Yes/"Ja 36-1 GO TO 0.9 Dink u die Benson & Hedges-advertensle pas by TO die beeld van die handelsnaam Benson & Hedges? 8. IF NO: Why do you think it does not suit the image of Benson Hedges? INDIEN NEE: Waarorn dink u dat dit nie by die beeld van Benson & Hedges pas nie? . . 37- . . I 3a- . . 39- . . 40- 9. Do you remember seeing an advertisement Yes/-Ja 42-1GOTOQ.i0 showing a bald-headed man and a dog and a cat? ........................................................................... .......... .................... Nor*Nee -2 GOTOQ.11 Kan u onthou dat u'n advertensle gesien het van 'n kaalkop man en'n hond en'n kat? 10. What product or brand was this advertisement for? Benson & Hedges 43-1 Vir watter produk of handeisnaam was hierdie Any other ciczarene brand advartensie? -Enige ander sigarA handelsnaam -2 Any other product/brand (not cigarettes) -Enige ander produk/handelsnaam (nie sigarette nie) -3 Don't knowl"Weet nie -4 11. Do you currently smoke cigarettes? Yes/*Ja 44-1GO TO Q. 12 - Rook u tans sigarette? 2 THANK RESP.AND CLOSE 12. What brand do you smoke? RECORD EXACT BRAND NAME AND J)2E. (e.g. Benson & Hedges Special Mild). U-1 . . 45- CD Watter handeisnaam rook u? TEKEN PRESIESE HANDELSNAAM A.AN ASOOK $00P . (bv. Benson & Hedges Special Mild). U. CD BATCo document for Legal Services : Health Canada 22 October 1999