Tobacco Documents Online

i42318W i 14. tbw.many cigarettes do you smoke in an average day4' (60) . 9 or less (less than 1/2 pack) ---- 1 10to19 (1/2 pack to 3/4 pack). - - 2 20.to29 (1 pack) -------- 3 . 30 to39 (1-1/2 packs) ----= 1y~, 40 or more (2 packs or more )) CLASSIBICATION hov, juat a iew quesclons for statistical purposes only. 15* What was the last grade of school ycu completed7 • (61) some grammer school (let-7th grades) --- "1 Crammer sc¢ool graduate (8Ch grade) --- ~ Some high school (9th-11th grades) --- high school graduate (12th~.grade) ------ Some college --------------- -------- 5 College gtaduate or bayond--------- - 6 (ILAND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter oo this cardincludea l f il your tota am y income before taxes.last year? (62) A. Under $7,500 ----------------- 1 e. $7,500 to S1O,000 --------------- 2 C. Over $10,000 to $15,000 . D. Over $15,000 to $20,000 ------- .. . E. Over $20,000 to $25,000 ------- 5 .. F. Over $25,000 ----------------- 6 . Ref used ----- ------ --------- y 17. (1NDICATE SEX.) Male ----------- ------- -_-_------ - `~61 Female -----_-_"__-----'-'__--''Z ATTACU QUESTIONNAIRE TOSCREENEg. ED

6423IBW (.1Sg ALL:) . 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSB F0E 5 1 SECOgDSAlID EF.MQVE.). What do you think.isthe main idea the nanufactursr wants to get across about TEllE? (PEOBE:) What elpe? ~~ 33-Q 34 31- 38- (OPEN PORTFOLIO T0TRUE- AD.) _ _ lla. Is there anything in the TBOEad that you parcicularly 11ksT ------ . . (39) - . . (COB'PIDNE) -- Yes ---- - 1 . (SEIP TO R•12a) -- go ----- Q -._ . 11b.. What iethere inthe TEUEad that you particularly like? (PBOBE:)- . What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TEOE. ad that you particularly dislike? (COD_TTF~NH) - Yea (SAIP To q.13a) - No 7 12b. What is there in the What else? TRUE ad that you particularly dislike? (PEOBE:)

4. 5. #42318W What do you remember about the TBUE advertiaemest?. (P8088:) What .lse do you re.emtiarb . ... 17- 1g- 19- 20- 21- 22- Aside fromwanting you tobuy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23- 26- 27- (IF RESPORDENT SAYS'7)ON'T KNOH" To Q.S, SKIP TO Q.10.) 2B (HAND RESPONDENT CARD 6.) 6.. Thinking about what you've just told me about the advertising message, what phrase on this card best describes how important this is to you? (29) Sxtsemely important ---- 6 . - Very important - - - - - - - - 5 &onevhat important ------- 4 Somewhat unimportant ---- 3 Very unimportant ---------- 2 Not at all important ---- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this is to you? - (30) ' ~ Extremely believable --- 6 Very believable --- - 5 Somewhat believable ---- 4 somewhat unbelievable ---- 3 . Very unbelievable - - - - - - 2 Ectremely unbelievable. --- 1 8. (RAND KESPONDENTCARD 8.) And, which phrase on this card beet describes hov.different you think this message is from other cigarette advertising? (31) Extremely different ----- 6 Verydifferent ---- 5 Somewhat different ------- 4 Somewhat similar -------- 3 Very similar -- - 2 .. Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9..) t Baeed on the message, which phrase on this card beat describes your interest in trying TRUE cigarettes? -(32) EXtremelryintereeted 6 ' Very interested --------5 - Somewhat interested ----- 4 Somewhat disinterested ---- 3 Very disinterested - 2 Extremely disinterested ---1 FO W ~

-4- a42318W' 13a. What one brand of cigarettes do you smokeuost.frequently7. (p0 NOT' K86D BRAND NA2fl:S.)' THE STARRED BRANDS MOST BE PROBED: - IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or u1M~ t~" made by Beneon & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: *1IS8 tbat Pent or Kent Golden Lights7" Ip KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Isthat L & M, L & M Flavor Lights, or the longer L & M Lighte 100mm?" IF MARLBORO, ASK; "Is that Marlboroor Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Go1dFilter or Old Gold Ligh IF FALL MALL, ASK: "Is that Pall Mall or Pall Mail Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lighta7° _ IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - IF SAtiEM, ABK: "Is that Salem or Sal'em Lights?" IFTAHEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareytoa Lov Tar Mentol7R IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK:. °Ia that Winston or-Winston Lights?" (52) Alplne _______I Belair -____-__----------- 2 Multi-Filter By Benson 6 Hedges 3 Benson~& Hedges Lights ------ 4 *Beneon~& Hedges (Other) ------ 5 Camal Lights ---------------- 6 *Camel (Other) _-_________-_ 7 Carlton ___--__-_______-_-_ g Chesterfield' --------- ----- - 9 Decade. 0 Doral -------- -__x Eve ---_---------- --__-_- (53) Fact _____-1 Gauloiaea ----------------- 2 Iceberg 100's -------------- 3 Kent Golden Lights -------- 4 *Kent (Other) _-------- -__- 5 gool Super Lights ------------ 6 Kool Miid* --------- ---- 7 *BOOl (Other) ------------^ 8 L 6 M Flavor Lights -------- 9 L & M Lights 100mm -------- 0 *L6 M (Other) ----^-~~-- x Lark __________y (54) Long Sohne. ----------- -____-_ 1 Lucky Strike ----------------- Marlboro Lights ----------- *Marlboro (Other) -------^ Max ------ ----- ----- -_-- Merit ------- ----- 6 13b. Is that zilter or aon-filter7 13c. (54) More .7 Newport Lights --- -- 8 •Nevport (Other) --- 9 Now --------_-"'_ _- 0 Old Gold Lights -------- x *Old Gold (Other) -^---- y (55) Pall Mall Extra Mild - - 1 *Pa11 Mall~ (Other) --- 2 Parliament Oltra Lights ---- 3 +Parliamnt tOther) - --- 4 Philip Morris --- Raleigh Extra Mild - *Raleigh (Other) ----- Real Salem Lights -- 6 -_ 7 - 8 -- 9 *Salem (Other) -------- 0 Saratoga -------- x Silva Thins -- --- y (56) Tall 1 Tareyton Lights---------- 2 Tareyton Lor Tar Menthol ----- 3 *Tareyton (Other) 4 Vanguard ----------- 6 Vantage 7 Viceroy Extra Mild ------- 8 *Vlceroy (Other)------ ----- 91 Virginia Slima 0 Winston Lights --- - x *Winston (Other)--------- y Other (SPECIFY): (57) Filter ----^-( ~ µ Non-filter ~2 m W King-size -- 2 10Omm ----------- 3 . 120mm ---- 4 Is that regular, king-size, 100mmor the extra-long 120ma7. ( ~fJ Regular ---- - - 1 ~ m

~ NATIONAL CONSENSUSSURVEYS 801 Second Avenue New York, New York 10017 #42318W NANB:t~L I. ~-a...n> [. BY PNONE. U: O CI .~ `/L~ 2 1. Please take a few minutes to goGhrough the advertisementeia this book. Plsu• take aemuch time with each ad as you aara_to. If you ordinarily wear reading 8lasnsy you'll need them. ' 3a. 3b. (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) NoY, I'd liW to ask you a few queetione about the ads in the book. What brands or producte do you remember seeing ads for in the bookP (PRDBE:) Any other brande4 (DO NOT READ EITNER BRAND NAMES OR PBODUCTCATEGORIES.) GENERAL ADSCIGARETTE ADS (14) Amana Range---------- 1 Dole Pineapple. ------ 1 Luke-------= 3 Baululmericard/VISA --- 2 General Electrit Washar- 2 Golden Lights--- Eayer AaPir1¢------- 3 Hilton Hotels ---- 3 Golden (DBep.)--- S Bolana Lawa Mower --- 4Kawasakl ----------~9 Kent Golden--- 6- Budwsiasr --------- 5 Old Spice Pocket Cologne ~` Kent Golden Lights- 7_" r Canadian Club---- 6 Polaroid Camere------F,. 6JKent Lights-- 8 Coca Cola ------- 7 Singer Sewing Nachinea Kent (Unap.)------.._9 . Concord Watches------ 8 Taeter's Choica --------- 8 Lights (llmp.)--- 0 _ Crest toothpaste --- 9 Weight Watchers -------- 9 True---------- n - Other (SPEC.IPY): ~ . ,r`"~ (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS NENTIONED. SKIP TO Q.3b.) (IF ALL TNRBE CIGARETTE BRANDSNENTIONED, SKIP TO Q.4.) (IP NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) -Doyou remember any ede for cigarettes? (1S)' YeA brands do you remember seeing ada for? Any others? __ A.bO&)- ' Goldea Lights ---- BGolden (Unep.) -- 5 Eant Golden ------ 6 Kent Goldee.Lighte -- 7 Kent Lights --- 8 Kent (Unep.) ---- 9 Lights (IMap.)----- 0 z other (SPECIFY): - y No ----- 2-,P(SgIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you reoember eny ads for any other brands of cigarettesi ( Yee -------- / I~----iWhat brande were they? Any others? (16) 3 No ------ ___ Golden Lights 4 Golden (Unap.) _-- 5 6 Kent Golden Kent Golden Lights -- 7 O H Kant Lights --- 8 GD (IF TRUE MENTIONED IN Q.$3a, OR 3b, CONTINUE.) Kant (Unap.) - -- 9 Liahts (Unsp.)--- 0 Cj tj (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP OD z TO Q,10,) . ' O Othsr PBCIFY.)~,:C ~,~ ~