Tobacco Documents Online

842318W 10. (hS&.ALL:) Let's take a few seconds to look at the TRBE ad agaiu. (EXPOSE FO& 5 SECONDS AND RENOVE.) What do you think is the main idea the manutacturer wants to pt acrosa about TRUE? ?? (PE08E:) What else? C~~ :q/ it-R/7J ® /ffrGe-"J[.. 33-Q. „w4ei res <s a >y lP1 7LII' 3 8- (OPEN PORTFOLIO TOTRE. AD.) , lla. Is there anything Sn the TRUE ad that you particularly I1keT - -_, (39) (CONTINUE) - Yea ---- - (SBIP To Q.12a) -- No ------ It) Ilb. What is there in the TBOEad, that you particularly like? What else? (PgOBE:) 40- 41- 42- 43- 44- 45- 12a, Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINUE) - Yea - 1 (SKIP TO Q.13a) -- No --- © i2b. What is there in the TEIIEad that you particularlydislike7 (pgOBE:) What else? .

A42318IV (60) 9 or less(lesa than 1/2 pack) --- 1 . 10to19 (1/2 pack to 3/4 pack) -- -- 20to-29 (1 pack) (> . 30to,39 (1-1/2 packs) -- 4. 40 or more (2 packs or more)- 5 14.. How many cigarettes do.you smoke it an average day1. CIASSIPICATI0T1 now, jw>t a fev.quescions for statistlcal purposes only. 15• yhat waa the :ast grade of school you completed? • (61) Somegraunar school (lst-7th grades) --- 1 Crammar school graduate (Eth grade) ---- 2 Some high school (9th-11th grades) ---- 3 High school graduate (12th grade) ------© Somecolilege ---__---__---------- -_- g College gtaduate or beyond ----------- 6. (&iND RESPOND6NP CARD 16.) 16. Again, just for classification purposee, which letter on thia cardd includes - your total family income before taxes last year? . (62) A. Under $7,500 --------------=- 1 8. $7,500 to S10,000 --------- - ~ C. Over 51o,Q00 to $15,000 ---------- C,1~ . D. Over $15,000 to $20,000 ----- 4 . E. over $20,000 to $25,000 -----= 5 .. F. over $25,000 ------------------ 6 Refused ------------------ Y 17 /fat)Sf./uTF l'FV\ (63) Nale. ---- ------------------- ------- -_ Q; Feoale 2 TTACII QUESTIONNAIRI TO SCREENER. 80-1 1

, #42318W 4. What do you resember about the TRUE advertisement? (PYOBE;) What Qsa do you remember? . . . ... 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy tfiem, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE;) What else? 23- . 24-` - _ 25- _ 26- 27- - (Iy RESPONDENT SAYS "DON'T KNUW" TO Q.5, SKIP TO Q.10.) (NAND RESPONDENT CAR!) 6.) 28 6. Thinking about what you've just told me about the advertising message, what phrase on this card best.deecribes how important thie is to you? (29) Extnemely important ----- 6 .- Very important ----------- 5 .. Somewhat important ------- 4gouewhat unimportant ------ 3 Very unimportant - - 2 Not at ell importaat ------ 1 - 7. (RANDRESPONDENT 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 _ . Extremely unbelievable -- 1 8. (NAND RESPONDENT CARD S.) And, which phrase on this card beat describee how different youthiak this . message is from other cigarette advertieing? .. (31) Extremely different ------ b Very different ----- 5 Somewhat different -------- 4 - Somewhat sisilar ----------- 3 Very similar ------ 2 Estremely similar ------ 1 9. (IWiD RESPONDENT CARD 9.) + Based on the message, which phrase on this card best describes your interest in - trying TRUE cigaretteeA . (32) Extremely interested ------6 Very interested - - -- - - - - 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ------ 2 Extremely disinterested -- 1 O N ~ W ~ ~

.1 , -4- /42318WL3a.. What one brand of.cigarettes do you emokc'most frequently2. (DO NOT gEADBBAND NAMES.) I THE STARRED BRANDS tNST BE PROBPD: IF BENSON & HEDGES, ASK:"Is that Benson S Hedges, Benson & Hedges Ligfita, or ulllter"'made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is that gent or Kent Golden Lighte7" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kocl Super Lights?" IF L & M, ASK: "Is that L 6 M, Lfi M Flavor Lights, or the longer L & M Lights 100mm7"' IF MARLBORO, ASK:"Is that Marlboroor Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK:"Ie that Old Go1dF1lter or Old Gold Lighis 7~ IF PALL MALL, ASK: "Is chat Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is'that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra MLLdT" - IFSALEM, AgK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol7R . _ IFVICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK:eIa that Winston or Wineton Lights?" (52) Alpine ------- ----- - __------ I Belair ------------- 2 Multi-Filter Bg Benson & Hedges 3 Benson & Hedges Lights ------ 4 *Beneon6 Hedges (Other) ----- 5 Canel Lights 6 *Camel (Other) ------------ 7 Cheaterfield---------^- 9 Decade.------------------ -_ 0 Doral --------- -__-______-_ x Lrye -(5$) Geuloisee --------- -------- - 2 Iceberg 100's -------------- 3 Kent Golden Lights -------- 4 *Kent (Other)5 Kool Super Lights ---------- 6 Kool Miids ------------ 7 *KOol (Other) ------------- H L 6 M Flavor Lighte------ -- 9 L~6 M Lights 100mm ---------- 0 *L 6 M (Other) ------------- x Lark ---- _-___---------- -_ y (54) Long Johns ------- ----------- 1 Lucky Strike ----------------- 1 Marlboro Lights -------------- 3 *Marlboro (Other) ----------- 4 Max ------- -__-__.--------- - 5 Merit ------------------------ 6 (54) More _7 Newport Lights ------------- 8 *Newport (Other) ---- - 9 .. Now -----"'-"'_--'_-- 0 Old Gold Lighta -- -- x *Old Gold (Other) --- y, (55) Fall Mall Ertrs Mild --- 1 *Pall Mall (other) ------- 2 Parliament Ultra Lights----- 3 *Parliament rOther) --------- 4 Philip Morris --- --- 5 Raleigh Extra Mild ----- 6 *galeigh (Other) °------ 7 Real 8 Salem LSght4 ----------- 9 *Salem (Other) -------- 0 Saratoga --------- x Silva Thins ------------ y (56) Tall --•-___-__-__--------- 1 Tareyton Lights ------ 2 Tareyton Low Tar Maathol ----- 3- *Tareyton (Other) ---------- 4 True ----- --__--_--_- 5 Vanguard 6 Vantage __-_____----- -_---___ 7 Viceroy Extra Mild----- *Viceroy (Other) ------- - Virginia Slims ------------- Winaton Lights ---- *Winston (Other) ---------- ---- y Other (SPECIFY): (57) i 1 13b. Is that :ilter or non-filter7 13c. Filter --------G~7 Non-filter ------- 2 M Is that regular, king-size, 100am or the.extra-long 120mm7(59) W Regu King-alar ise _-_ m 100mm 3 120mm ------------ 4

NATIONAL CONSENSUS SURVEYS' 142318W 801 Stcond Avenue , New York, New York 10017 13- 4 NAME: !({G47i PHONE #: L(/E 5- - 5C7rZG 1. Please taks a few minutes to go through the advertisemente in this book. Please take ae such timevith each ad as you aata_tA. If you ordinarily vaar reading {lasses, you'll need them. . (EAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Wow, I'd like to ask you a few questions about the ads in the book. What brands or products do you remember seeing ads for in the book? (PROBEc) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Amana Range___-__-- ] BankAmericard/VISA --- Bayer Aspirin-------- 3 Bolene Lawn Nover ----® Budweiser ---------- 5 Canadian Club---- 6 Dole Pineapple ---- I General Electric Washer - 2 Hilton Hotels -----^ 3 Kawasaki ---- -_------- - 4 Old Spice Pocket Cologne - 5 Polaroid Camere--------- 6 Coca Cala --------- 7 Concord Watches----- 8. Crest toothpaste --- 9 Singer Sewing Machines --- 7 Taster's Choice ------ 8 Weight Watchers --------- 9 CIGARETTE ADS (14) Luke-_-_-_-- 3 Golden Lights----- Golden (Unep.)-_- 5 Kent.Golden------- 6 _ Kent Golden Lights- y '' Kent Lights------ Kent _8 9 Lights (Unep.)-- 0 True--______._--_ x Other (SPECIFY): ~lltlV {aYaRLlli CEML.I llGqilVN4V .,LV,GI w^ V".^'~ _~iy~ _ (IF ONLY ONE OR TWO,CIGARETTE BRANDS NENTIONED, SKIP TO (IF ALLTHREfi CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remeober any ads for cigarettes? (15)' Yak brands do you renember aeeing ads forT Any othere4 auke 3 Golden Lights ---- 4 Golden (Unep.) --- 5 Kent Culdea ------- 6 gant Goldea Lights -- 7 Kent Lights ---- 8 Knnt (Unsp.) ------- 9 Lighte(UaeA.)----- 0 x other (SPECIFY): - y 2-> (SKIP TOQ.10) No ------+ (IF"0NE" OR "TWO" CIGARETTEBBANDS MENTIONED, ASKt) 3b. Do you remember any ads for any other brands of cigarettes? (16) Yea ----- -- 1-9•What branda were they? Any others? (16) Luke 3 No __--_--- 0 Golden Lights ---- 4 Golden (Unep.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights ----- 8 ~ TRUENENTIONED IN j OR 3b I 3 CONTINUE ) Kent (Uwep.) - --- 9 m Q. , a, , ( F . '1 0 Livhta (Unep. ---- [J (IF TRUE NOT MENTIONED IN.Q.2, 3a, OR 3b, SKIP ' D TO Q 10 1 Frue __--__--- : G . . Qther (SPECIFY):. .1 y