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• NATbONAL CONSENSUS SURVEYS It ~,.801 Second Avenue New York, New York 10017 #42318W 13-4 y i NAME; PHONE U:0~ ~'?~~8r3s 1, Please ta a few minutes to go through the advertisements in this book. Please take as much time with each ad as you 4sre_to. If you ordinarily wear reading Rlasses, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few questions about the ads in the book. What brands or products do you remember aeeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL Amana Range----------- 1 BankAmosricard/VISA --- 2 Bayer Aspirin-------- 3 Bolana Lawn Mower --- 4 Budweiser ----------- 5 Concord Watches--- Creat toothpaste -- Coca Cola ---------- Canadian Club------- ADS Dole Pineapple -------- 1 General Electric Washer - 2 Hilton Hotels --------- 3 Kawas aki ------------ 4 Old Spice Pocket Cologne - 5 Polaroid Camera--------- ® Singer Sewing Machines --- 7 Taster's Choice ------- 8 Weight Watchers ------- 9 CIGARETTE ADS (14) Luke--- - - - 3 Golden Lighta- Golden (llaap. )--- 5 Kent Golden-- 6 Kent Golden Lights- 7 Kent Lights---- _ 8 Kent (Unap.)------- 9 Lights Unap.)---- 0 True--------------- x Otha_r (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (1S): Yes brands do Any others? you remember seeing ads for? Luke -- - - -- - - - - - tuke --- 3 Golden Lights ----- 4 Golden (Unsp. ) ---- 5 Kent Golden -------- 6 Kent Golden Lights -- ' 7 Kent Lights ---- 8 Kent (Unap.) -------- 9 Lights iRss11.?----- 0 True -------------- other (SPECIFY):. No -------- 2-~ (SKIP TO Q610) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for aay other brands of cigarettes? Yea No ---------- 2 What brands were they? Any others? (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT' MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10,~ ® y . (16) 3 Golden Lights ------ 4 Golden (Unsp.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights ------- 8 Kent (Unsp.) ----- 9 Lights (Unsp.)----- 0 0 1+ 00 W tj QD A

E -2- #42318W 4. What do you remember about the TRUE advertisement? (PROBE:) What else do you remomber? 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PROBE:) What else? 23- 24= 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOW' TO Q.5y SKIP WQ.10.) (HAND RESPONDENT CARD 6.) 28 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) Extremely important ---- 6 Very important ------------ 5 Somewhat 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 beat 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. (HAND RESPONDENT' CARD 8.) And, which phrase on this card best describes how different you think this message is from other cigarette advertising? (31) Extremely different ----- 6 Very different ----------- 5 Somewhat different -------- 4 Somewhat similar -------- 3 Very similar --------- 2 Extremely similar --------- 1 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card best describes your interest in trying TRIfB cigarettes? (32) Extremely interested -----• 6 Very interested ------- 5 Somewhat interested ------ 4 Somewhat disinterested ----- 3 Very disinterested -------- 2 Extremely disinterested -- 1 O ~ Fa W QD to N

-3- $42318W 10. (ASK ALL:) Let's take a few seconds to look at the TRUE ad again. (EXPOSB FOR 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33- q 3~ - 3 - 3 - 38- lla. (OPEN PORTFOLIO T0' TRUE_ AD.) Ie there anything in the TRUE ad that you particularly like? (CONTINUE) -- Yes (SKIP TO Q.12a) -- No ---------- i1b. What is there in the What else? TRUE ad that you particularly like? (PROBE:) -4-3.- 44- 45- 12a. Ls there anything in the TRUE .2b. What is there in the TRUE What else? ad that you particularly dislike? (46) (CONT71YiJE) -- Yes -------- 1 (SKIP TO Q.13a) -- No ~ ad that you particularly dislike? (PROBE:) 8- 9- s O N OD W W ~p OD Q!

-4- 13a. What one brand of cigarettes do you smoke most NAMES.) More ------ Newport Lights -- ----- *Newport (Other) - THE STARRED.BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel, Lights?" IF KENT, ASK: "Is: ttlat Yent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lighta?" IF L & M, ASK: "Is that L& M, L & M Flavor Lighta, or the longer L & M Lights 100mma?" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLDy ASK: "Is that Old Gold Filter or Old Gold' Lighs?'~ IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ie that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol?~ IF VICEROY, ASK; "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or.Winston Lights?" '(52) Alpine ---- ---- ----~------ 1 Belair -------- ------- --- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights -------- 4 *Benson & Hedges (Other) ------ 5 Camel Lights ---------------- 6 *Camel (Other) --------------- 7 Cariton ------------------- 8 Chesterfield ---------------- 9 Decade --------------------~-- 0 D o r a l=-------------------- x L~re ---------- -------- ----- --(53) Fact ------------------------- 1 Gauloises -------------------- 2 Iceberg 100's --------------- 3 Kent Golden Lights -------- 4. *Kent (Other) ------------ 5 Kool Super Lights ----------- 6 Kool Milds 7 *Koo 1 (Other ) -------- ------- 4TP L& M Flavor Lights ---------- 9 L & M Lighta 100mm -------- 0 *L & M (Other) -------------- x Lark --------------------- v (54) Long Johna ------------------ 1 Lucky Strike ------------------ 2 Marlboro Lights -------------- 3 *Marlboro (Other) ----------- 4 Max ------------------------ 5 Merit ------------------------ 6 l3b. Is that filter or non-filter? 13c. Is that regular, king-size, 100mm or ., . . 442318W #42318W frequently? (DO NOT READ BRAND Now Old Gold Lights --- *014 Gold (Other) - ---- (54) 7 8 9 0 x y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) - --- 2 Parliament Ultra Lights ----- 3 *Parliament tOther) ----- 4 Phi11p Horris ---- -- 5 Raleigh Extra Mild: ---- 6 *Raleigh (Other) - - 7 Real --------- - Salem Lightil ----------- --- *Salem (Other) Saratoga ---- Silva Thins ------ 8 9 0 x y (56) Tall -------- ---------------- 1 Tareyton Lights ------------ 2 Tareyton Low Tar Menthol ------ 3 *'Tareyton (Other) -------- 4 True 5 Vanguard -------------------- 6 Vantage ---- ------------------ 7 Viceroy Extra Mild ------------ 8 *Viceroy (Other) ------------- 9 Virginia Slims --------------- 0~ Winston Lights --------------- x *Winston (Other) ------------- y 0t~er (SPECIFY): (57) 1 (58) Filter -- - - ----- tT:1 Non-filter ------ 2 the extra-long 120mm? (59) Regular --------- 1 King-size -------co"D 100® --- 3 120mn ----------- 4

1 .+ -5- #42318W 14:. How many cigarettes do you smoke in an average day4 ' (60) 9 or less (less than 1/2 pack) ------ ~<I> 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20 to 29 (1 pack) ------ ------ 3 30 to 39 (1-1/2 packs) -------- 4 40 or more (2 packs or more) - 5 CLASSIFICATION Now, juat a:ew questions for statistical purposes only. u• What vas the last grade of school you completed3 • (61) Some grammar school (let-7th gradCs) --- 1 Crammar school graduate (8th grade) ---- 2 Some high school (9th-11th gradea) ----- 3 High school graduate (12th grade) ----- 4 Some college ------------------------- A!S> College gradUate or beyond ------------- 6 16. (HAND RESPONDENT CARD 16.) Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? (62) A. Under $7, 500 ------------------ 1 , B. $7,500 to 510,000 ------------- 2 C. Over $10,900 to $15,000 ---------- 3 D: Over $15,000 to $20,000 --------- 4 E. Over $20,000 to $25,000 ----------- 5 F. over $25, 060 -------------------- ~ Refused ----- --------- ------------ y 17. (iNDTCATE SEX.) (63) Male ------------------------ -------- fc-r Female °----------------------- 2 ATTACH QUESTIONNAIRE'T!0 SCREENER. 80-1 1