64%68% 70%

67%63%

59%63%

67%

57%60%

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

“KNOW WHEN TO SAY WHEN” Awareness

Source: Roper ASW

Q. Have you heard advertising about the responsible drinking of alcohol that uses the line “Know When to Say When”?

37%34%

40%35% 37% 36%

33%29% 29%

26%

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

“KNOW WHEN TO SAY WHEN” Sponsorship by Anheuser-Busch

(unaided awareness of A-B as sponsor)

Source: Roper ASW

Q. As far as you know, which company sponsors the “Know When to Say When” campaign? [Unaided awareness only.]

68% 68% 68% 69%66% 68% 68%

64% 65% 63%

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

“KNOW WHEN TO SAY WHEN” Effectiveness

(percent saying very/somewhat effective)

Source: Roper ASW

Q. How effective do you think the “Know When to Say When” advertising is in encouraging the responsible consumption of alcohol beverages? Base: Aware of KWTSW campaign.]

TOTAL 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999

“Be responsible”

“Don’t drink and drive”

“Stop drinking before the point of intoxication”

84%

68%

66%

83%

70%

67%

87%

69%

65%

84%

66%

64%

81%

64%

59%

86%

68%

65%

91%

72%

73%

82%

66%

69%

85%

68%

72%

86%

65%

75%

“KNOW WHEN TO SAY WHEN” Interpretation

(percent saying it is what KWTSW means)

Q. This is a list of things that some people have said the phrase “Know When to Say When” means to them. For each one, please tell me if it is, or not, what “Know When to Say When” means to you …”