Tobacco Documents Online

#42318W (ASK ALL:) 10. Let's take a fav secondss to look at the TRUE ad again.. (EXPOSE FOR 5 SECONDS6D)D REIMIDVE. ) What do you think Sa the mein idea the manu£acturervaats to get across about TRUE? (PROBB:) What else? 34-- 35-j' '1- 38- (OPEN PORTFOLIO T0TRIIE AD.)lla. Is there anything in the TRUE ad that you particularly like? (CORTINOE) - Yes (SKIP TO Q.12a) -- go ---- llh. What is there in the TRVEadthat you particularly like? (PgOBE:)- - What elae? 40- 41- 42- 43- 44- 12a. Ia there anything in the TRUE ad that you particularly dislike? 45 - (46) . t (CAi1T72R1E) - Ye.e ---- 1 TO N Q. (SKIP 3e) - o :2b~ What is there ia the TRUE ad that you particularly dislike? (PROBE:) 61hat else?~ . `~' GLQd, .4VL~ "Y+tlGaVl~7L~4C 33-OV-

#42318W 14. Hou many cigarettes do you smoke in an average day? 1 (60) . 9 or less (less than 1/2 pack) ^-------- ~ 10 to. 19 (1/2 pack to 3/4 pack). 20 to 29 (1 pack) ---- 3 30 to 39 (1-1/2 packs)- --- 4 40 or more (2 packs or more) -- 5 CLASSIFICAT¢ON bow, just a:evquestiona for a[atistical purposes oniy. 15• WhaC was the last grade of school you completed? • (61) Some gramwar achool (let-7th grades) -- Z Crammax school graduate (8Lh 8rade) --- 2 Some high school (9th-11th gradea) --- 3 High school graduate (12th grade) ----- 4 Sone college ------------'~-~~--r.~ - CollegegYaduate or beyond ------- ~~- -_ (lWIiD RESPONDENT CARD 16.) -' . 16. Again, just for classification purposes, which letter on this card includee your total family income before taxes last year? (62) A. Under $1,500 1. B. $7,500 to 510,000 ------------ 2 C. Over $10,000 to $15,000 ----------- 3 . D. Over $15,000 to $20,000 --------- ~ E. Over $20,000 to $25,000 ------ ($~ P. over $25,000 6 . Refused y . 17_ (INUICATYSF.Y_1 . l6l1 Male -------- -------------- -_----- -_CD/ 2 ATTACH QUEST[ONNA1iRE TO SCREENER. '. 80-1 J

r /42318ib 4.. What do you remember about the TRUE advertisement? (PROBE;) What alss do you remember? 17- 18- 19- 20- 21- 22- 5. Aside fromwantiag you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (yROBE:) What else? 23- 24-- 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOp^TO Q.S, SKIP TO Q.10;) _ (HAND AESPONDENT'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 thisls to yout (29) grtnemely important ----- 6 - - - Very important -----»--- 5 Somewhat important ------ 4 . Somewhat unimportant ------ 3 Very unimportant ------ 2 Not at all inportamt --- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising meseagey which phrase on this card best describes how believable this is to you? (30) Emtremely believable ---- 6 Very believable ----- 5 Somewhat believable ----- 4Somevhat unbelievable ---- 3 . Very unbelievable ------ 2 . Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD 8'.) - And, which phrase on this card best describeshov different you think this message is from other cigarette edvertising?' (31) - Extremely different --- 6 . Very different ----- ------ 5 Somewhat different - 4 Somewhat ainilar -------- 3 Very similar --------- 2 Extremely e]ailar ---- 1 9. (HAND BESPONDENTCAgD 9.) 4 Based un the message, which phrase on this card beet describes your interest in trying TROL cigarettes7 (32) Extremely interested -----6 ' Veryinterested -------- 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested ----- 2 Extremely disinterested -- 1 M m CJ W tV

-4- r . . . F42318W . 13a. What one brand of cigarettes do you emoke moac frequently7(DO NOT READ BBAFID NAMES.) Tl~ 5TARRED BRANDS MUST BE PBOBED: IF BENSON & HEDGES, ASK: "Is that Benson & gedges, Beneon & Hedges Lights, or u1"M ti~-Fllter" made by Beneon b Hedges?" IF CAMEL, ASK: "Ie that Cemel or Camel Lightst" IF KENT, ASK: "Ia t2µt gent or Kant Golden Lights?" ' IF KQOL, ASK; "Is that Kool, Kool Hilds,or Kool Super Lights?^' . IF L 6 H, ASK: "Is:that L b M, L & M Flavor Lights, or the longer L & H L^ighte 100mm7" ' IF'MARLBORO', ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lighte?oIF OLD COLD, ASK: "Ts that Old Gold Filter or 01d Gold L1gh'is7T IF PALL MALL, ASK: "Is that Pall Mall ar.Pa1S Mall Extra Mi1d7o IFPARLIAMSNT, ASK: "Is that Parliament or Parliamenc Ultra Lights7" IFRAI:EIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ABK:. "Is that Salem or5alem LlghtsY" . . IF TA2EYTON, ASK: "Ie that Tareyton, Tareyton Lights, or Tareyton Lov Tar Ment'lfol? r IF VICEROY, ASK: eIs that Viceroy or Viceroy Extra Mild?" _ IF YINSTON, ASK:"Is that Winston or Winston Lights?" (52) Belair -____-----__-_--_- 2 Multi-Filter By Benson & Hedges 3 Beneon 6 Hedges Lights ------ 4 *Beneon 6 Bedges(Other) ---- 5 Camel Lights ------------ 6 *Csmel (Other) ------ -__-___-_ 7 Carlton -------- ---_ 8 Chesterfield -------------9 Deeade ----------------- 0 Doral _-_---____-____---_ x Eve --------------- -_-_ - y (53) Gauloisea2 Iceberg 100 'a --------------- 3 Kent Golden Lights -------- 4 *Kent (Other) 5 Fnol Super Lights ------ 6 Kool Milds ---------- 7 eKool (Other) ---- ----- --..- 8 L6 H.Flavor Lights ----------- 9 L6 M Lights 100m --------- 0 *L6 N (Other) -------- --- x Lark ---_'___---_-_-~__-- y (54) Long Johne. -_---------------- 1 Lucky Strike ----------------- 2 Marlboro Lights -------------_ }.~ *Marlboro (Other) ---------- - (54) More ----------^_-_- 7 Nevport Lights --- ---- B *Nevport (Other) - ---- 9 Now -__---_-____--..-- 0 Old Gold Lights -- ---- x *Old Gold (Other) ---- y (55) Pall Mall Extra Mild --- 1 *Pall Mall (Other) ----------- 2 Parliament Ultra Lights ----- 3 •Parlisment (Other)--- 4 Philip Norris 5 Raleigh Extra Mild -- 6 *Ralelgh (Other)' --- 7 Real -----__" -_ 8 Sa1em Lights - 9 *Salem (Other) - -- Saratoga - Silva TLine Tall -- Tareycon Lights - ----- 0 x y (56) I 2 Tareyton Low 'Dar Menthol ---- 3 *Tareyton (Other) --------- 4 Vanguard -------------- Vantage --_ ________ Viceroy Extra Mild ------- *Viceroy (Other) --------~---- Virglnia Slima ----------- 4linston Lights --------- *Wineton (Other) ------------- Nerlt ----- ---------- -_-__- 6 13b. Is that filter or non-filter? 13c. . King-size ---- Regular ------ -_ 5 6 7 8 9~ 0 x y Otk er (SPECIFY): (57) 1 ~ Filter -------- `~hd ~ Non-filter ----- 2 m L7 W Isthat regular, king-size, 100mm or the extra-long 120sm<? (59) 120= -_-_-___ 4.

,~ - ' b"ATIONAL CON5ENSUS SURVEYS. 801 Second Avenue Nau York, New York 10017 : i° L( gA1E: 1, 2. #42318W 13- 4 R.. (Jx G-a rK{I/tQ[ PHONE d: ~pSI- 6Z-.2l5 Pleaae take a few minutes to go through the advertisements in this book. Pleaae Caks as .uch time with each ad as you aare_to. If you ordinarily wear reading glaasea, you'll aeed them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Nou,. I'd like to ask you a few queations about theade in the book. What brands or products do you ranecber eaeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIOARETTE ADS (14) Amana Range-__--_: 1 Dole Pineapple ------ 1 Luke-------- 3 a•••La•p-icardJVISA --- 2 General Electric Washer - 2 gayer Aspirin-------- 3 Hilton Hotels -------- Golden Lights---- Golden (Dnap.J-~-- S -~ Kawaaaki Bolena Lewn Mower - Kent Goldan-- -6. . _ Old Spice Pocket Cologne - 5 Budweisar ------- ¢ent Golden Llghta- 7_-- Canadian Club----- 6 Polaroid Camera-------- 6 genE Lights---- 8 Coca Cola ---------- 7 Singer Sewing Machines --- 7Taater'e Choice ------- 8 Concord Watches---- 8 Kent YUoapJ------'- 9 Lights (Dasp.)---- 0 Crest toothpaste --- 9 Weight Watchers --------9 True------------- z Other (SPECIFY): - (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE'OR TWO CIGARETTEBRANDSl03NTIONED, SKIP TO Q.3b.) (IF ALL !TNREE CIGAgBTTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE. ASK:) Do you remember eny ads for cigarettea4 iW'hat brands do you remember seeing ada for? Any others4 -- - 3b. .. _ ' •- . . .. ... . . .. ~k~~ Yuke ----- 3 Golden Llghta ---- 4 Golden (Unsp.) S Kwnt Golden -------- 6 Kent Goldsn Lights -- 7 Kant Lights --- 8 Kent (Unsp..) ------ 9 Lights (Uasp.)---- 0 True - : er Ot~h (SPECIFY): ^ ~ ~[7:~ JJ'•F' 1'{XYIPd'(~7C_1_ y No -----+ 2-J) (SKIP TO Q.10) (IF "CNE" OR "TWO" CIGABETTEBBANDS MENTIONED, ASg:) Do you remember any ads for any other brands of ctgarettea4 (16) Yee ------- 1-iWhat brands were they7Any others? (16) 3 No ---_~__ 2 Golden Lights ------ 4 Golden (Unep.) ----_ Kent Golden ------- g 6 O Kent Golden Lights -- 7 ~ Kent Lighte ------ 8 Cj CONTINUE.) Keat (Uuop.) (IF TRUE MENTIONED INQ..2,3a OR 3b 9 ca , , Lighta (Unep.)----- 0 t0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True a ba TO Q.10,) Other (SPECIFY): y