,~T BRITISH -A.MERICA N TOBACCO COMPANY I-NMITED Bv Fax 010 4940 464481, 28 September 1992 Mr 0 Schnakenbere KNIS Harribure Dear Olaf Artentina.- Short Stories Attached is a rest-arch study from N-P which shows that the consumer prefer--ic.- is for the short stories .xith a musical soundtrack. This is based on a large base (100 consumers per film) and a sound quantitative research technique. The key conclusion is that the addition of music increases overall preference, likeability and comprehension. The key quality message is also significantly improved when the short ston- has music. In terms of advenisina attributes the with music version is si ',Tun', 'captivating gnificantly mor.-'convincing and'infonnative'as well as more 'authentic'. On balance, althou.-h I had strong sympathy uith the argument in favour of not including a musical soundtrack I believe the consumer should lead our decision. Olaf, N-P need guidance from you in terms of choice of musical score. Their recommendation is to use not only the scores from the 60 second films but also other scores to enhance variety and creativeness. In my opinion all music must be'American Original'and if possible have some link to the short story message we are communicating. You now have great experience having recently been involved in Lucky Strike CD's and cassettes. Please recommend to me a course of action so that we can take an active role in the development of the Argentine Short Stories. Best regards Se-an C.C. S. Alvarez Fo b.c.c. I G Hacking RECD OFFICE M I LLSANI, KNOULE GRFEI~ STA UN Es TWis I DY Fkx 17$4 45- 100 TE LEN -'-.3S4:- BATTOB G L^j L TEIErHONE 7,~4 46LI 400 .4 IT TH! RAT NrWSTFOT~ INCORPORITE- Uml," Nu 741)74 CD BATCo document for Legal Services : Health Canada 20 October 1999 sEe zz *52 07: 48 PII M ® 1 r-'p~x œ>]E: Z N (D E~ 1~ E: Z ~A - F>X c c A. f;. ID 0 I)OMICIT.TO POSTAL: C.DE CORREO R99 C.C. 1000-SUENDS AIRES TELEX: 26097 NOBLE AR PAx s 752-9857 FECKA. September 25th, 1992 I PARA LA ATENCION DE. Sean ABhe COMPAAIA: B.A.T. Co. StaineS ENVIADO POR: Santiago Alvarez Forn Ndmero de pAginasi 14 Rof.: Short Stories. Research rosults on music nnnrp. Dear Seen: we have Deen presented with the Let~L:lLb VE Lhlti L:tt.%:it!a.LL;h, whiCh indicate that the best way of putting the snort Stories together Is with a musical background. The test war. carried out as a Publitest, in Central Location, mnnaciln, with 100 interviews per film, amongst our core target of ARC1 Marlh%oro rmnkP-r%t- r%n* mAn and 40% women. At the end of the interview, the respondents werG shown the two films alone and ackcd to compare. The main ques-:~ionnaire was filled in af-zer the consumer was shown 2 minutes of a film, then a cUrrUllem7clail DL-teaX wlL11 d FtaakeL 14. czimntcr~.Ial In it, and finally 3 more minutes of film. Readings overall, there is no significant preference for either one, exci.pt fnr thA C.RA chart, in which "Referpnce to self,, (that is to say to things that relate to the consumer) the rating of 93% ic =ignificantly higher than the score wil,;hout music. This trend is ratified both in the "Comunicaci6n" and "Ejecuci6n" pd z:aigiv Ler:s - ne agency concluces that tne Snort Stories with music are erceived as a better ad by the consumer, which is finding it ore persuasive. "MP.nr,ajA qiiR sip quArfa nomunirar": Thia nhart aclain sthowr, that QUALITY is the main message in both commercials, but d1roctionally preferred is the one with music. The acme appliez to -FrincIpal me naaje...- which is pushing Lhe 0 consumer to L)e more specific in las answer. r"i Uri BATCo document for Legal Services : Health Canada 20 October 1999 5er zz *3z a7 : 4 5 P~ P I - 2 - "Le resulta f6cil/dificil ... " : measures comprehension, which again is good for both alternatives, but better for the one with the musical score. This tied in with thp rparlingg in thp nhArt ,-VJ6/Er.c:uch6 on la publicidad" which moasurQg what tho main offtake of tho ad by the r-on=umcr wa=, (and in which thcy clearly read the headline and show a slightly better under5tall(ling wlLh wu~zsiu) p.Luvw LhaL Inusic enhances raLhec Lhan dilutes the message. IIAGPOctos agradables de la Publicidad": It ~s lntereSting that overall the readinq is hiqher with music, but also the fact that ilence as a whilst music as a positive gets a reading of 24%, s~ 11c)aitivp for thA alternative only gets 14%. I*Evaluaci6n de Atributooll- The point to make hare is that ~n general readings are higher in core attributes for the S.S. with 19LUS.LC- A parLlicular point rises from the -E2 pa5ada de moda- (it's old fashioned) parameter. The reading -'s not important in itselt, Dut I-- has lead us to believe that, as suggested by K.N.S., the music should not always be the so,-ndtrack of the 60: commercial, but also include other subjects of those same years. "Preferencia de Publicidad": This chart must be taken with a pinch of salt, as the consumers here were shown both acis and askad to choose, which would never happen In real life. Neverthelcoo, tho 60% choice with music -a a very etrong argument. Conclusions and recommendations We conclude that the Short Stories must have a music soundtrack to them, as the message is better understood, and nvArAll pr4RfPrPnn4- is significant. We also conc2uda that the Short Stories; s;oundtrack should combine the music scoro of thc 60- film with other coundtracko in order to enhanze the variety and creativeness of the whole propo5al. The recommendations for your approval IS that we proceed to produce the first 3 short Stories as agreed, one with the "Fever" soundtrack and the other two with dIfferent bands. The music for the other two could be chosen in London hy Olaf and yniirsplf, aR sligg-r-4:-d hy ynii In your August 7th fax. I will conduct a similar search here in ordar to compare notes. CZD CI, BATCo document for Legal Services : Health Canada 20 October 1999 P... 3 eEr Zz Isz e7~*3 mm Please return to me with your answer asap, so that I can start working on this and have the commercials ready in time. soat rogards, Santiago Alvarez Forn c.c. R.W.Jones, N-P .T.A.nRan, N-P 10 BATCo document for Legal Services: Health Canada 20 October 1999