and N Canadian and Print Executions 020 03

(1)

Ad Recall of Light and Mild Television 'and Print Executions

Among Canadian

Smokers and N on-Smokers

Final Report POR-01-19

J anuary 2002

Introduction

POLLARA is pleased to present Health Canada with the following report of quantitative findings from a national survey testing recall of light and

mi Id television and print executions.

Methodology

-+ ' A total of 1,523 Canadians 16 years of age or older took part in

the 12

minute telephone interview between January 13th and 19th, 2002. The

total sam pie has been weighted to reflect the incidence of smokers and

non-smokers among the general population by region. Overall results are accurate to within ±2.5%, nineteen times out of twenty.

Ad Recall ofLight and Mild Television and Print Executions 1

1020 \03

(2)

Regional Divisions

-+ To follow are the margins of error associated with the results from each region and smoker and non-smoker segment.

SAMPLE DISTRIBUTION

Unweighted

#

Weighted # Margin of Of Interviews Of Interviews Error (%)

Atlantic Canada

304 31 ±5.6

Québec 301 85 ±5.7

Ontario 312 127 ±5.6

Prairies 302 59 ±5.7

British Columbia/Terr. 304 46 ±5.6

Smoker 1010 89 ±3.1

Non-smoker 319 160 ±5.5

Former smoker 194 99 ±7.1

Total 1523 348 ±2.5

Ad Recall of Light and Mild Television and Print Executions 2

There are few findings that give context to this study.

An over-sample of smokers was collected in each of the regions. These have been weighted down to reflect the actual percentage of Canadians who smoke which is approximately one-quarter (24%).

On average, smokers report smoking roughly ail seven days of the week (6.6 days out of seven). In addition, Canadians report smoking an average of 15 cigarettes a dal' Among smoking respondents, 40% report smokin~ 10 cigarettes or Jess a day, 39!1. report smoking 11 to 24 cigarettes a day, while 21 !I. of smoking Canadians report smoking 25 cigarettes or more a day.

Over half (52%) of Canadian smokers report smoking only light or mild cigarettes, 38% report smoking only regular cigarettes and 10% report smoking a mix of light

or mild and regular cigarettes. .

On average, light and mild cigarettes make up 61 % of the total number of cigarettes smoked by those Canadians who report they smoke a mix of light or rnild and regular cigarettes.

Analysis included in this report also makes use of the term "opinion leader" when identifying a specifie cohort of respondents. Opinion leaders are self-identified by affirmative responses to a series of three questions regarding their personal history of activism (writin~ letters to Members of Parliament or the provincial legislature; newspaper editorials; calling into a radio show; freqUencr. of attempting to con vince those outside oftheir family of their opinions.

2

(3)

Key Findings

As health care remains the top issue facing Canadians today, smoking and the health effects associated with tobacco use factor stron~ly in the mina of Canadian audiences. On an unaided basis, nearly nine-in-ten (87 !lo) Canadians report that they have seen, heard or read anti-tobacco advertising in the last few months. This figure is similar among smokers (91%) and non-smoksrs (86%).

While half (48%) of audience members are not sure towhorn to attribute the anti- tobacco messages, one-third (31%1 identify the Government of Canada as the messenger. Just over four-in-five 82%) Canadians who recall seeing anti-tobacco advertisements report having seen them on television,.while approximately one- quarter (24%) recall seeing anti-tobacco labelling on cigarette packaqes, This proportion jumps to 41% among Canadian smokers who report noticlnq anti- tobacco package labels.

Specific recall of ads which are part of the government's light and mild initiative is lower, with just over two-in-five Canadians recalling either the "Cocktail" (41%) or

"Poison" (46%) executions on television. It should be noted, however, that recall of

these ads is hi~her among smokers (46% recall "Cocktail" execution and 51%

recall "Poison' execution) than among non-smokers (39% recall "Cocktail"

execution and 45% recall "Poison" execution), sU!lgesting that the ads have had an effect of lingering in the minds of smoking Canadlans.

As is generally the case, recall of print executions is lower, with less than one-in- five Canadians reporting having seen eitherthe "Cocktail" (19%) or the "Breathe

Easy" (13%) executions. .

Key Findings ^(cont'd)

ln terms of interpreting the message of these ads, approximately one half of the audience believe they are conveying information that "smoking is

dangerous/poisonous" for one's health. The messa~e that light and mild cigarettes are "dangerous/poisonous" is secondary ln the minds of Canadian audiences, althougll it factors among approximatefy one-in-ten viewers. Television ads prove more effective than prlnt at conveying the light and mild message; in particular, the "Poison" execution convsys this message to three-in-ten (29%) viewers (a proportion which is even higher among non-smokers - 36%). Detection of this messa~e falls to one-in-twenty Canadians who have seen either of the print executions (6!1o recall Breathe Easy and 5% recall Cocktail). The "Poison"

execution is also the most effective at conveying the message that the "Tobacco industry failed to properly inform" smokers of the dangers associated with their product (as mentioned by 10% of viewers of this ad).

Approximately two-in-five non-srnokers who have seen any of the li~ht and mild executions report that the ad influenced them to "not start smoking .

Comparatively, approximately one-ha If of these sa me viewers rep,0rt that these ads did not have the effect of lnflùenclnq them to "not start smoking '.

A similar proportion of former smokers report that the television executions influenced them to " not start smoking again"(8% who recall Cocktail ad; 42% who recall Poison ad), while p'rint executions had different effects on these viewers. In particular, the "Cocktail' print execution (62%) was more effective than "Breathe Easy" (36%) and either of the television ads in convincing two-thirds of former smokers to "not start smoking again" (42% who recall Poison and cCocktail ads respectively).

(4)

Key Findings (cont'd)

Approximately half of ail smokers who saw the print and/or television ads report that they made them think about either quitting or cutting down on the amount of cigarettes they smoke. In the case of the television ads, they were marginally more successful at influencing smokers to think about quitting altogether rather than thinking about cutting down.

The influence of the ads on convincing smokers to switch from their lighUmild brand of cigarette to a regular brand is minimal. In fact, in each case, more smokers report a willingness to switch from their regular brand to a lighUmild brand of cigarette (approximately one-in-ten, compared to approximately one-in- twenty who would switch from lighUmild to regular). The exception occurs in the case of the "Cocktail" print ad which has the reported effect of influencing 12% of smokers to switch to a regular brand. It should be noted that the proportion of smokers who are reportedly influenced to switch!Q a IighUmiid brand is 16%.

These findings suggest two things: The minimal number of smokers who report any willingness to switch brands may be, in large part, attributed to brand preference and habit.established by the smoker. A further possible conclusion from these findings suggests that smoking audiences are not fully comprehending the message of the ads and have yet to realize that light and mild brands of cigarettes share comparable health risks with regular brands.

Ad Recall of Light and Mild Television and Print Executions 6

Key Findings ^(cont'd)

Approximately two-fifths of smokers who saw the television ads report that they influenced them to try to persuade family or friends to not start

smoking. 8y comparison, almost two-thirds

of non-smokers reported

the inclination to try to persuade others not to start smoking.

Interestingly, this proportion is reversed wh en it comes to print ads, with over one-ha If of smokers reporting feeling influenced to

try to

persuade others not to smoke, while

just over two-in-five non-smokers

report

the same inclination as a result of seeing the print ads.

Approximately one-third of ail audiences have discussed each of

the

television and print

ads or their messages with others (34%

who recall poison, t.v. ad, 32% who recall cocktail, t.v.

ad, 34%

who recall breathe easy, print ad and 28% who recall cocktail, print ad). In most cases, former smokers are more likely than other cohorts to have discussed the ads with others. In the case of the "Poison" television execution and the

"8reathe Easy" print execution,

smokers are significantly less likely

than other cohorts to discuss the ad or the message with others.

When asked with whom audiences discussed these ads and messages, the plurality of each cohort report discussing the ads with smokers and

non-smokers alike.

4

(5)

Key Findings (cont'd)

Recall of the 1-800 number provided at the end of each of the ads is greater than recall of the website address. Specifically, one-in-five (19%) recall seeing the 1-800 number, while only one-in-twenty (6%) recall seeing the website address. Recall is consistent among ail smoker and non-smoker cohorts.

Just over eight-in-ten (85%) audience members report that they will neither cali the 1-800 number nor visit the web-site. This proportion is somewhat smaller among smokers (79% vs. 88% of former smokers and 86% of non-smokers); a cohort who is more likely to report having already ca lied the number or visited the website (9% vs. 6% of non- smoker and former smoker cohorts). Smokers are also more likely than non-smokers and former smokers to indicate that they "may" visit the website or cali the 1-800 number in the future (7% vs. 3% and 1%, respectively).

Key Findings ^(cont'd)

Seeing the anti-tobacco advertising has different effects on different smoking cohorts in terms of inspiring criticism toward the tobacco industry and its practices. Non-smokers are most likely to report an increase in the degree to which they are critical of the industry (59%), while this sentiment falls somewhat among former smokers (42%) and is lowest among smokers (28%). Conversely, smokers (61% vs. 46% of former smokers and 36% of non-smokers) are most likely to report that they experienced no change in their opinion of the tobacco industry and its practices as a result of having seen the government advertising.

Similarly, approval of the government sponsoring the anti-tobacco advertising is highest among non-smokers, with over four-in-five (83%) reporting either strong or mild approval. Former smokers are somewhat less likely to approve of the government sponsorship (74%), while smokers are least likely to approve (66%), and most likely to disapprove of government sponsorship (approximately one-quarter express either strong or mild disapproval).

(6)

Conclusions

-+ Non-specifie recall of the government's Tobacco Control Program is high as health concerns remain top-of-mind for most Canadians. While most Canadians are unable to recall specifie light and mild advertising on a prompted basis, many of those who do recall the television and print executions indicate a willingness to be influenced by the message.

-+ While approval among smokers trails somewhat behind that of non- smokers, approval of government sponsorship of anti-tobacco advertising is high among Canadians. Consistent with qualitative findings on this topic, Canadians expect that their government confront

issues that threaten the health of residents and take action to better

inform many who face the possibility of suffering from unhealthy life choices.

-+ Anti-tobacco advertising triggers viewers to consider the

"default"

message that smoking is dangerous and unhealthy, rather than looking beyond this familiar theme for additional messages. The data suggests that the underlying "deadly and deceptive" message is not yet

occupying a top-of-mind understanding among viewers.

Conclusions (cont'd)

Of ail the ads, the

"Poison" television execution is most effective at

conveying the

"deadly and deceptive" message pertaining to light and

mild cigarettes.

Recall of ads is highest arnonq young Canadians (18-34); an audience

identified as most important for targeting Tobacco Control Program

messages. This audience is also among those most willing to admit to being influenced by the ads, either to stop smoking or to not start smoking.

Women are also most likely to report being influenced by the

advertising, as are members of the general population (compared to the proportion of opinion leaders who report being influenced by the advertising).

Smokers, in partlcular, report a willingness to consider quitting or cutting down on the number of cigarettes which they smoke as a result of having seen television advertisements.

While smokers admit to being influenced by the advertising to consider quitting or cutting down on smoking, the ads do not have the effect of making these Canadians more critical of the tobacco industry. Non- smokers, however, are more likely to report being critical of the industry as a result of seeing the advertising.

6

(7)

Most Important Issue Facing Canada Today

Economy/Recession U nem pl oyment Concerns About Politicians/Govt

50%

Health Care

. 20%

Education

Warl

War ln Kosovol Bosnia/Afghanistan National Unit y Terrorism/Attack ln New York Don't Know/Refused

~~~~~~~~~~~~~

0% 10% 20% 30% 40%

46%

0% 20%

Former Smoker & Have Continuously Quit: Less Than 6 Months

~~~~~~~~~~~

Q: ln your opinion, what is the most important issue facing Canada today?

Smoking Profile of Respondents

1

Have Never Smoked

Former Smoker & Have Continuously

~~m~m~~----~

Quit: Longer Than 6 Months

h---~

Currently Smoker &

Considering To Quit Currently Smoker & Don't

.

Intend To Stop Social Smoker Smokes Only Infrequently

Seriously Plan To Quit Smoking

60%

Ad Recall of Light and Mild Television and Print Executions 13 Q: Which of the following statements best applies to you?

(8)

Type of Cigarettes Smoked

Q: Do you only smoke any form of light or mild cigarettes including extra light, ultra light, extra mild, etc ... (SPECIFY) do you smoke regular cigarettes only or do you smoke a mix of the light and regular cigarettes?

~

40% 50%

Li 9 ht 12========:;;-;:::;;' Extra Light ",==-_Y

Extra Mild Ultra Light Special Mild Mild Medium

Extra Menthol Ultra Mild

Other

1E=:f:===~====;o

Regular Only 34%

Mix OfTwo

Oon't Know/Refused

~:;:=;i~===r========'='

0% 10% 20% 30%

Unaided Recall of Anti-Tobacco Ads

No

Yes

87%

Q: Do you recall reading, seeing or hearing any antl-tobacco advertisements or any ads about not smoking over the past few months? Please take into account anything you may have seen on television or billboards, heard on the radio, or seen in a newspaper or magazine.

8

(9)

Unaided Recall of Anti-Tobacco Ads, by Smoking Profile

Smoker

% Yes

No

91 8 1

Non-Smoker Former-Smoker

% %

86 13

1

84 14 Don't Know 2

Ove

rail awareness of anti-tobacco advertisements or ads about not

smoking is highest among:

Ô

Canadians between

16 and 24 years of age (92%)

o Urban populations (91%)

U nprompted Recall of Advertising Sponsors

Government Of Canada/Health Canada Health Organization 1 Non-Smoking Org.

Tobacco Company 1 Tobacco Industry

Provincial Government

Companies Selling Smoking Products

Newspapers/Media/Magazines Don't Know/Refused 1 No Other

o

Total Mentions

o

First Mention

48%

'0% 20% 40% 60%

Q: Do you recall who sponsored this advertising? Any others?

(10)

U nprompted Recall of Advertising Sponsors, by Smoking Profile

Smoker Non-Smoker Former Smoker

Total 1st Total 1st Total 1st

Mention Mention Mention Mention Mention Mention

% % % % % %

Government of Canada 38 34 28 25 29 28

Health Organization 13 9' 8 5 12 8

Tobacco Company 9 6 7 6 6 6

Provincial Gov't 4 2 4 3 3 2

Companies Selling

Smoking Products 3 2 4 4 5 5

Don't Know 43 43 50 50 48 48

Recall of Government of Canada sponsorship (unprompted) is highest among:

Ô Men (38%)

Ô Opinion leaders (36%) Ô Rural audiences (33%)

Ô Residents east of Manitoba (34% in Ontario; 36% in Quebec; 31% in Atlantic Canada)

Source of Government of Canada Advertising

Television On Cigarette Packages Newspaper Radio Outdoor BiHboard Magazine Oon't Know/Refused

82%

o Total Mentions o First Mention

0% 20% 40% 60% 100%

Q: (ASK ALL WHO RESPONDED "GOVERNMENT OF CANADA" IN Q10) Where did you see or hear these ads?

~

10

(11)

Source of Government of Canada Advertising, by Smoking Profile

Smoker Non-Smoker Former Smoker

% % % % % %

Television 87 71 85 77 74 64

On Cigarette Packages 41 17 17 8 18 11

Newspaper 20 4 20 5 25 6

Radio 16 3 12 2 16 6

Outdoor Billboard 13 8 8

Magazine 10 2 13 2 9 5

Visual Media 4 5 2

Don't Know 2 2

Those mast likely ta have seen advertising on television Include:

o

Women (89%)

o

Members of the general population (84%) ln the newspaper:

o

Those over the age of 65 (34%)

o

Women (24%)

o

Opinion leaders (24%)

Ad Recall of Light and Mild Television and Print Executions 20 On cigarette packages:

o

^{Men (28%)}

o

Ontario residents (28%)

Unaided Description of Anti-Tobacco Advertising

Cigarette Packs/New Packs/

Pictures/Ads On Commercial Tobacco Cessation

Man·ln Bar Squeezing Cigarette & Drink Liquid Woman Talks About Her Addiction Boy Talks About How He Misses His Dad Poster Or Billboard Smoking Can Kill Gum Cancer/Disease/Affects Teeth/Mouth

Pictures Of Poisons label LightiMild Smoking And pregnancy Don't Know/Refused

o Total Mentions

o

First Mention

33%

0% 20% 40% 60%

Q: What advertisements do you recall? Please describe sorne scenes or phrases.

~recall any other ads?

~ Ad Recall of Light and Mild Television and Print Executions 21

(12)

Prompted Recall of "Cocktail"

Television Execution

OK/Ref.

2%

Yes 41%

Q: Do you remember seeing a television ad in which a person squeezes a handful of cigarettes into a cocktail glass and th en drinks the contents?

Prompted Recall of "Cocktail" Television Execution, by Smoking Profile

Smoker

%

Non-Smoker Former-Smoker

% %

Yes 46 39 39

No 53 59 57

Don't Know 2 2 3

Those most likely to recall "Cocktail" television ad on a prompted basis include:

6

Canadians between 16 and 24 years of age (52%)

6

Quebec residents (48%)

Those who smoke regular cigarettes are more likely than those who smoke light or mild cigarettes to recall "Cocktail" television execution (53% vs. 41 % respectively).

12

(13)

Main Message of

"Cocktail" Television Execution

Smoking Is Dangerous To Your Health

LightiMiid Cigarettes Are Poisonous/Dangerous

Vou Should Not Smoke/Don't Smoke

Not Healthy/Bad For Health/Cause Cancer

GrosslDisgusting/Dirty/Ugly/Unattractive

ContentiToxins/Chemicals/Tar/Nicotine

Just Like Drinking ItiDrinking Tar/Ashtray o Total Mentions o First Mention Don't Know/Refused

0% 20% 40% 60%

Q: What is the main message that this ad is trying to convey?

Main Message of "Cocktail" Television Execution, by Smoking Profile

Smoker Non-Smoker Former Smoker

% % % % % %

Smoking is Dangerous

to Your Health 40 29 53 46 41 38

LightiMiid Cigarettes Are

PoisonouslDangerous 14 11 16 11 14 12

Vou Should Not Smoke 16 12 13 10 10 7

Not Healthy 13 8 7 4 10 7

Gross/DisgustinglDirty 11 9 7 4 10 7

ContentiToxins/Chemicals 11 11 10 8 6 4

Just Like Drinking Iti

Drinking Tar/Ashtray 3 2 6 6 5 5

Don't Know/Refused 8 8 5 5 11 11

~

(14)

Likelihood of Television and

Print Executions Influencing Behaviour

Similar patterns emerge regarding those respondents who are most likely to report being influenced by specifie advertisements to consider stopping smoking, consider cutting down, not start smoking, not start smoking again, or try to persuade friends or family not to smoke or to change brands. These include:

6 Young Canadians (16-24)

6 Women

6 Members of the general population

Patterns are also evident in terms of those Canadians who are most likely to discuss these ads with others after having seen them. These groups include:

6 Women under the age of 55

6 Opinion leaders

Likelihood of "Cocktail" Television Execution Influencing Behaviour

(IF SMOKER) Think about stopping smoking (IF SMOKER) Think about cutting down smoking (IF FORMER SMOKER) Not to

start smoking again (ALL) Try to persuade family or friends not to start smoking

(IF NON SMOKER) Not start smoking (IF SMOKER) Switch from regular brands to a light and mild brand (IF SMOKER) Switch from a light or mild brand to a regular brand

lm • Yes o Don't Know/Ref .

.. _ . .J

Q: What would you say is the likely influence of this ad on people like yourself? Did this ad influence you to: READ LIST ...

14

(15)

Discussion of "Cocktail"

Television Execution

Have you discussed this ad or its message with anyone?

Yes

Who were these people?

DK

2% Both Smokers And Non-Smokers

47%

68% Smokers Only

24%

Discussion of "Cocktail" Television Execution, by Smoking Profile

Both Smokers Smokers Non-Smokers and Non-Smokers Only Only

% % %

Smoker 54 29 15

Non-Smoker 42 30 25

Former Smoker 47 12 41

(16)

Prompted Recall of

"Poison" Television Execution

OK/Ref.

Yes 46%

Q: Do you remember seeing a television ad showing containers of different poisons with labels like "formaldehyde light" and "ammonia light"?

Prompted Recall of "Poison" Television Execution, by Smoking Profile

Smoker

%

Non-Smoker Former-Smoker

% %

Ves 51 45 42

No 48 52 53

Don't Know 2 3 4

Prompted recall of the "Poison" television execution is highest among:

6

Canadians between 55 and 64 years of age (58%)

6

Residents of Quebec (51%) and BC (52%)

16

(17)

Main Message of "Poison"

Television Execution

Smoking Is Dangerous/Poisonous LightlMild Cigarettes Are

PoisonouslDangerous

You Should Not

Smoke/Don't

Smoke Tobacco Industry Failed Properly Inform ContentlToxins/Chemicalsl

Inside Cigarette Unhealthy/Bad For

Youl

Causes Cancer Don't Know/Refused

o

Total Mentions

o

First Mention

0% 20% 60% 80%

Main Message of "Poison" Television Exécution, by Smoking Profile

Smoker Non-Smoker Former Smoker

% % % % % %

Smoking is Dangerous 53 45 51 41 53 51

LightiMild Cigarettes Are

Poisonous/Dangerous 26 22 36 30 18 16

Vou Should Not Smoke 15 10 13 7 17 13

Tobacco Industry Failed 7 5 13 11 9 6

Unhealthy/Bad For Vou 5 3

(18)

Likelihood of "Poison" Television Execution Influencing Behaviour

(IF SMOKER) Think about stopping smoking (ALL) Try to persuade family or

friends not to start smoking (IF SMOKER) Think cutting down smoking (IF NON SMOKER) Not

start smoking (IF FORMER SMOKER) Not to

start smoking again (IF SMOKER) Switch from regular brands to a light and mild brand (IF SMOKER) Switch from a light

or mild brand to a regular brand rz::::::::::::::::::::::::~:::;;::;:;::;:;::;::;:::::::::::::::~:;::;::;:;::;::;:;:;::;::;:;::;:;::;::;:;,

0% 20% 40% 60% 80% 100%

Cl Don't Know/Ref. ¹ .Yes .No

Q: What would you say is the likely influence of this ad on people like yourself? Did this ad influence you to: READ LIST ...

Discussion of "Poison"

Television Execution

Have you discussed this ad or its message with anyone?

DK/Ref.

65%

Who were these people?

OK

1% Both Smokers And

Smokers Only 23%

18

(19)

Discussion of "Poison" Television Execution, by Smoking Profile

Both Smokers Smokers Non-Smokers and Non-Smokers Only Only

% % %

Smoker 48 ₃₀ ₂₂

Non-Smoker 44 ₂₃ ₃₂

Former Smoker 35 18 47

Prompted Recall of

"Breathe Easy" Print Execution

OK/Ref.

1%

^Yes

86%

Q: Over the pa st few days or weeks, do you recall seeing any print ads in which a person exhales a cloud of smoke in which there <Ire words like "formaldehyde" and "cyan ide"?

(20)

Prompted Recall of "Breathe Easy" Print Execution, by Smoking Profile

Smoker

%

Yes 13

Non-Smoker Former-Smoker

% %

13 13

No 86 85 87

Oon't Know 1 1

Prompted recall of the "Breathe Easy" television execution is highest among:

Ô Women over the age of 55 (23%)

o

Residents of the Prairie provinces (17%)

Main Message of

"Breathe Easy" Print Execution

Smoking Is Dangerous/Poisonous You Should Not Smoke/Don't Smoke ContentiToxins/Chemicals/lnside Cigarette Second Hand Smoke/Bad/Affects

People Around You Unhealthy/Bad For You/Causes Cancer LightiMild Cigarettes Are Poisonous/Dangerous

Scare People It Is Disgusting/Gross/Unattractive

Don't Know/Refused

0% 20% 40% 60% 80% 100%

20

(21)

Main Message of "Breathe Easy" Print Execution, by Smoking Profile

Smoker Non-Smoker Former Smoker

% % % % % %

Smoking is Dangerousl

Poisonous 64 60 54 46 71 64

You Should Not Smoke 13 11 25 25 2 2

ContentiToxins/Chemicals 5 5 25 14

Second Hand Smoke/Bad

Affects People Around You 3 3 8 6 15 2

Unhealthy/Bad For You 6 2 15 13

Poisonous/Dangerous 4 '4 6 2 7 2

Scare People 4 2 4 3 12

Is Disgusting/Gross 7

Don't Know/Refused 12 12 2 2

~

Likelihood of "Breathe Easy" Print Executions Influencing Behaviour

,.

^52% ^44%

~.'

,..

52% 40%

~

,..

;:,:,;'."",j.,.,

42% 49%

,.. ~

,,:'i'li~;'

41% 55%

1·

,..

... '.'

36% 62%

2r.

,..

.:':'!:;:!j';:lill:i;,!",.".;

14% 74%

S

,..

3% 86%

~

(ALL) Try to persuade family or friends not to start smoking

(IF SMOKER) Think about stopping smoking (IF SMOKER) Think about cutting down smoking (IF NON SMOKER) Not

start smoking (IF FORMER SMOKER) Not to

start smoking again (IF SMOKER) Switch trom regular brands to a light and mild brand (IF SMOKER) Switch from a light or

mild brand to a regular brand 14:::;::;::;:;::;:;:;::;:;:;::;::;:;:::;::;:;:::;::;:;:;::;:;:;:;::;:::;:;:;::;::;:;:::;::;:;:::;::;:;:::;::;:;:;::;:;:;::;:;:,.,

0% 20% 40% 60% 80% 100%

• Yes Cl Don't Know/Ref . Q: What would you say is the likely influence of this ad on people like yourself?

Did this ad influence you to: READ LIST...

~ Ad Recall of Ligbr and Mild Television and Prin' Executions 41

(22)

Discussion of "Breathe Easy"

Print Executions

Have you discussed this ad or its message with anyone?

Who were these people?

Non-Smokers Only 9%

Yes Both Smokers And

66%

Discussion of "Breathe Easy" Print Execution, by Smoking Profile

Both Smokers Smokers Non-Smokers and Non-Smokers Only Only

% % %

Smoker* 44 30 25

Non-Smoker* 28 61 11

Former Smoker* 96 4

• Caution should be exercised when interpreting finding due to srnall sample size.

22

(23)

Prompted Recall of

"Cocktail" Print Execution

OK/Ret.

1% Yes

80%

Q: And do you recall in the last few days or weeks seeing a print ad in which you see a hand squeezing a handful of cigarettes into a cocktail glass?

Prompted Recall of "Cocktail" Print Execution, by Smoking Profile

Smoker

%

Non-Smoker Former-Smoker

% %

Yes 21 19 16

No 79 78 84

Don't Know 3

Prompted recall of the "Cocktail" print execution is highest among:

6

Men under the age of 55 (22%)

Ad Recall of Light and Mild Television and Prinr Executions 45

(24)

Main Message of "Cocktail"

Print Execution

Smoking Is Dangerous/Poisonous

54%

51%

You Should Not Smoke/Don't Smoke ContentiToxins/Chemicals/

Inside Cigarette LightiMild Cigarettes Are PoisonouslDangerous

Scare People Unhealthy/Bad For You/Causes Cancer You Would Not Drink It Why Smoke It

It Is Disgusting/Gross/Unattractive

0% 20% 40% 60% 80%

Q: What do you think is the main message ofthis ad?

Main Message of "Cocktail" Print Execution, by Smoking Profile

Smoker Non-Smoker Former Smoker

% % % % % %

Smoking ls Dangerous/

Poisonous 43 37 61 59 52 52

You Should Not Smoke 24 19 15 12 5

Poisonous/Dangerous 5 4 5 5 8 8

Scare People 2 6 3

Unhealthy/Bad For You 6 5 3 3 2

You Would Not Drink It

Why Smoke It 3

Is Disgusting/Gross 4 4 0 5 5

~

24

(25)

Likelihood of "Cocktail" Print Execution Influencing Behaviour

(IF FORMER SMOKER) Not to start smoking again (IF SMOKER) Think about cutting down' smoking (ALL) Try to persuade family or

friends not to start smoking (IF NON SMOKER) Not

start smoking (IF SMOKER) Think about stopping smoking (IF SMOKER) Switch from regular brands to a light and mi Id brand (IF SMOKER) Switch from a light or mild brand to a regular brand

po

62% 38%

~

52% 48%

~

51% 41%

B

~

50% 43%

B

~

47% 53%

~

16% 78%

B

~

12% 85%

t

^0.

o'. o'. .

...

^60% ^80% ^100%

• Ves Cl Don't Know/Ref . Q: What would you say is the likely influence of this ad on people like yourself?

Did this ad influence you to: READ LIST ...

~ Ad Recall ofLight and Mild Television and PrintExecutions 48

Discussion of "Cocktail"

Print Execution

Have you discussed this ad or its message with anyone?

DK/Ref.

Yes

Who were these people?

OK

1% Both Smokers And

No

70%

(26)

Discussion of "Cocktail" Print Execution, by Smoking Profile

Both Smokers Smokers Non-Smokers and Non-Smokers Only Only

% % %

Smoker* 44 30 25

Non-Smoker* 28 61 11

Former Smoker* 96 4

• Caution should be exercised when interpreting finding due to srnatl sample size.

Recall of Ad Website Address

OK/Ref.

1%

93%

Q: (IF RECALL ANY OR ALL SPOTS) Do you remember any information about a website address in this/these ads?

Ad Recall of Light and Mild Television and Prinr Executions 51

26

(27)

Yes

No

Don't Know

Recall of Ad Website Address, by Smoking Profile

Smoker

%

Non-Smoker Former-Smoker

% %

8 5 5

90 94 95

2 1

Recall of the website address advertised in print and television executions is highest among:

6 Men ages 35-54 (10%)

Recall of 1-800 Number

DK/Ref.

2%

7.9%

Q; (IF RECALL ANY OR ALL SPOTS) Do you remember any information about a 1-800 number in this/these ads?

(28)

Recall of 1-800 Number, by Smoking Profile

Smoker Non-Smoker Former-Smoker

% % %

Yes 21 17 18

No 77 79 81

Don't Know 2 3 1

Recall of the 1-800 number advertised in print and television executions is highest among:

6

Canadians aged 16-24 (32%)

6

Women (24%)

6

Canadians with less than a high school education (25%)

6

Residents of Atlantic Canada (24%)

Likelihood ofVisiting Website or Calling 1-800 N umber

Yes, Will Visit Web Site

85

0

No, Will Not

Yes, Will Cali

May Contact

Don't Know/Refused

0% 20% 40% 60% 80% 100%

Q: (IF RECALL ANY OR ALL SPOTS) Will you visit the website or cali the 1-800 number at some point?

28

(29)

Likelihood ofVisiting Website or Calling 1-800 Number, by Smoking Profile

Smoker Non-Smoker Former-Smoker

% % %

No, Will Not 79 86 88

Yes, Will Visit Web Site 4 3 3

Yes, Will Cali 5 2 3

May Contact 7 3 1

Don't Know/Refused 4 6 5

Effects of Anti- Tobacco Ads on Perceptions of Tobacco Industry and Its Practices

20%

5%

More Critical

No Effect On Opinion

Less Criticat

Don't Knowl Ref.

a: (IF RECALL ANY OR ALL SPOTS) How did seeing anti-tobacco ads make you feel toward the tobacco industry and lts practices? Cid it make you feel more critical toward the tobacco industry and its practices, did it have no affect on your opinion, or did it make you feelless critical toward the tobacco industry and its practices?

Those most likely to report being more critical of the tobacco industry and its practices following seeing anti-tobacco advertising include:

6 Opinion leaders (51%)

6 Low income Canadians (55% of those earning less than $25,000)

6 Residents of Ouebec (50%)

6 Canadians over 65 years of age (60%)

~

(30)

Effects of Anti-Tobacco Ads on Perceptions of Tobacco Industry and its

Practices, by Smoking Profile

Smoker Non-Smoker Former-Smoker

% % %

More Critical

28 59 42

No Effect On Opinion

61 36 46

Less Critical 7

4

7

Don't Know/Refused

4 2 6

Those most likely to report that their opinion of the tobacco industry and its practices has not been affected by anti-tobacco advertising include:

6

Canadians between 35 and 44 years of age (60%)

6

Members of the general population (47%)

6

Men (48%)

6

Residents of BC and Ontario (48% in each province)

6

Canadians earning an income between $65,000 and $100,000 (64%)

Approval of Government Sponsored Ads

80%

60% 50%

40% 27%

20% 12%

0%

Strongly Somewhat Somewhat Strongly OK/Ref.

Approve , Approve Oisapprove Oisapprove

Q: (IF RECALL ANY OR ALL SPOTS) How did seeing anti-tobacco ads make Vou feel toward the tobacco industry and its practices? Oid it make Vou feel more critical toward the tobacco industry and its practices, did it have no effect on your opinion, or did it make Vou feelless critical toward the tobacco industry and its practices?

.~ ^Ad^Recallof Light and Mild Television and Print Executions 59

30

(31)

Approval of Government Sponsored Ads, Smoking Profile

Strongly Somewhat Total Somewhat Strongly Total Approve Approve Approval Disapprove Disapprove Disapproval

% % % % % %

Smoker 38 28 66 10 16 26

Non-Smoker 60 23 83 4 10 14

Former Smoker 42 32 74 7 12 19

Those most likely to strongly approve of government sponsorship of anti-tobacco advertising include:

6

Canadians with one or 'more children under the age of 18 at home (54%)

6

Women (53%)

6

Residents of Atlantic Canada (59%)'