Tobacco Documents Online

/42318R 14. How many cigarettes do you smoke ie an average day7. ` - (60) 9 or less(lesa than 1/2 pack) ---- 1 10to19 (1/2 pack to 3/4 pack) ---- 2 20 to 29 (1 peck) ------------ © . 30 to 39 (171/2 packs) -- - ) -- S 40 or more (2 packeor more CLASSIFICATION NW, juec a.:ev questioos for statistical purposes only. 13• What uaache last grade of school you completed4 (61) Some grammar echool (let-7thgrad8a) -- - 1 Crammar school graduate (8th grade) - - 2 some high school (9tN-11tN grades) ^- - 3 Nigti school graduate (12th grade) ---- - 4 Some college 5 eollege graduate or heyond ------------ (1L1ND RESPONDENT CARD 16.) 16. Again, just for elassification.purposes, which letter on this card includes your total family income before taxes last year? _ (62) A. Under $7,500 --------- ---------`T B. $7,500 to S10,000 ------------ C. Over $10,000 to $15,000 ----- ----- 3 - D. Over $15,000 to $20,000 -----^--- . . E. Over $20,000 to $25,000 ------- 5 . F. over $25,000 ---___-----__-_'~_ 6 Refused ------------------- Y )(63) (INDICATESEX . 17 . - Male ----------- --------- ---------- -_~. Female _--____---------- ---___ ATTACII QUESTIONNAIRE TO SCREENER. 80-1

14 1 3423]BW 10~ (A6K ALL:) Let's take a few seconds to look at the TRUE ad again. (BRYOSE FOR 5 SECONDS AND RElfOVE.) What do you think is the main idea the manufacturer wants to get acroes about TRUE? (PROBE:) What else? 33-b a4- ~nJO ~- ~xt~J c-~~ 7~earl~.Ci !i ~*v d ~ ~ 7I~ 38- (OPEN PORTFOLIO T0TRIIE. AD.) lla. Is there anything in the TRUE ad that you particularly like? - (39) (GONTIBUE) - Yes ---- 12 (SKIP TO ) N 11b, Q, a -- o What is there in the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Ia there anything in the TRUE ad that you particularly dislike? (COl)TI2NE) (SKIP TO Q.13a) - Yaa -- (461 - No ----- 2 12b. What is there ia the What else? TRifE ad that you particularly dislike?(PRDBE:) `47- ~-w'~~ . 4g ,aj 49 ~ 50 51

142318w 4. What do youreueaber about the TRDEadvertisement7 (PROBE:) What alaa do you remmbec4. . . . 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 ypu about TRDEt (PROBB:) What else? 23- . -. ...25- 26- 27- (IFRESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Q.10,.) - (HAND RESPONDENT CARD 6.)- 28 fi.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) . . Bxtuemely important ----- 6 - - - Very important - ------ 5 -- Somewhat important ------ 4 Somewhat unimportant ----- 3 - . Very unimportant -- 2 Not at all important 1 - 7. (OAND'RESPONDENT CARD 7.) Again, thinking about the advertising message, describes how believable this is to you7 which phrase onthis card best (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 descmibeahow different you thiak this . message is from other cigarette advertising? . (31) . Extremely different ---- b -Very different ----------- 5 Somewhat different ------- 4 . Somewhat similar ---- ----- 3 " Very eimilar-------- 2 Extremely similar ----- 1 9. (HAND RESPONDENT CARD 9'.) s Based on the message, which phrase on this cardbeat describas your interest in -tryiag TRUE cigarettes7. (32) Extremely intereeted'---- 6 - Very interested --------- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ------- 2 Extremely disinterested -- 1

....~_ . -4- #42318W13a. What one brand of cigarettes do you amokemoat frequently7(DO NOT'gEADg8AN0 NAMES.) . IF L& M, ASK: "Ic that L & M, L & M Flavor Lights, or the longer L & MLighte 100mmT" . ' IF'MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Gold Ligh- t~~ IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra M11dQ" IFPARLIAMENT, ASK: "Ia that Parllament or Parliament Ultra LightaT" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra M11dp". IF SALEM, ASK: "Ia that Salem or Salem Lights?" . . IF TAREYTON, ASK: "Is that Tareytony Tareyton Lights, orTareyton Lov.Tar MenttlolY~ . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild4" IF WINSTON, ASK:"Ia that Winaton or Winston Lights?" or ulti-Filter" made by Benson &HedgeaY" IF CAMEL, ASK: "Is that Camel or Camel LSghta4:" IF KENT, ABK: "Is t4at Leet or Yant Golden Lights?" IF KOOL, ASK: "Is that Koal, gool Milda, or Kool Super Lights?" - THE STARRED BRANDS MUST BE PROBED: IF BENSON & gEDCES, ASK; "Is that Benson & Hedges, Benson & Hedges Lights, '(52) Alpine _____1 Belair -_-_-__-------- -__ 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Benaon & Hedges (Other) ----- 5 Camal Lights ----------- 6 *Camel (Other) 7 Carlton 8 Chesterfield ---------- 9 Doral -------- -___x GauSoieea ----------------^ Iceberg 100's Kent Golden Lighta ^----- *gent (Other) Kool Super Lights -------^- Kool Milde ------------ - *Kool (other) ------- ____-___-_ L& M Plavor Lights ------- L & M Lights 100= *L & M (Other) (53) 1 2 3 4 5 6 7 8 9 0 Y Lark ---_-___------------- v (54) Long 7ohne-----`-------- I Lucky Strike -------------- 2 Marlboro Lights ----------- 3 *Marlboro (Other) ------------ © Merit --_--------- ---------- 6 13b, Ie that fllteror non-filter7 13c. Iathat regular, king-aiae, 100am or (54) . More ---_~___--_-_- 7 Newport Lights ^------ E *Newport (Other) ----- -- 9 Now 0 Old Gold Lights --- --- x *O1d Gold (Other) - --- y (55) Pall Hall Eztra Nild - -- 1 +Pall Mall (Other) - -- 2 Parliament Ultra Lights ----- 3 *Parliameat tother) - -- 4 Philip Morris ---- 5 Raleigh Extra Mild -- 6 *Ralelgh (Other)---- - - 7 Beal -__--"-- -_ 8 Salea Lighq ------------- 9. *Salem (Other) ----------- 0 Saratoga ----- - ---- : Silva Thina ----------------- y. (56) Tareyton Lights 2 Tareyton.Low Tar Manthul ---- 3. *Tareyton (Other) ------ 4 vanguard-------"_'-'-'-_ 6 . Vantage ---- ---_-____--_ 7 . Viceroy Extra Mild -- 8 *Viceroy (Other) ---------- 9 Virginia Slims ---- ----------- (f .. Winston Lights ------------ z *Wineton (Other) ----------- y ' Other (SPECIFY): (57) - -l1 1 (58 Filter ------- -- a Non-filter 2 (bp,e theextra-long 120mm? (59) gegular -------- 1 ~ Cing-efze -----,© lOOmm 3 ~j 120mm 4

Aft « NATIONAL CONSENSUS SURYEYS,~ 801 Second Avenue New York, New York 10017 NAME: #42318W B9 b 13-4 PDONE8: 1. Pleaae take a few minutes to go through the advertisements in this book. Pleaes take as much timevith each ad as you aKe_to. If you ordinarily w.ar reading `lasaas, you'i1 needthem. (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Nov,. I'd like to ask you a few questione about theade.ia the book.., What brands or products do you remember seeing ads for in the book? (PRObE:) Any other brandsl (DO NOT BEAD EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS BankAmaricard/YISA --- 2 Bayer Asplria-----{3, Bolana Lawn Mower --- 4 -------- Budweiser Canadlaa Club---- Coca Cola Concord Watchee----- 8 Crest toothpaste -- 9 Dole Pinaapple --------- I General Electric Washer - 2 Nilton Hotels -------- 3 Kawasahi ------_---~ Old Spice Pocket Cologne - 5 Polaroid Camera----- 6 Singer Swing Machines --- 7 Tester's Choice --------- 8 Weight Watchers ----- 9 CIGARETTE ADS (14 Luke-------- 3 Golden Lights------ Golden (Unay..)--- 5 Kent Golden-- =6 = Kent Golden Lights- 7.-°- Kent Lights---- . 8. Eent (Unsp. )- - 9 - Lights (Unep.)--- 0 True-__"""----- a Other (SPECIFY): 7 (IF NO CIGARETTE BRANDS MENTIONED ABOpE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDg MENTIONED, SKIP TO Q.3b.) (IF ALL TBBEE CIGARETTE BRANDS 1(BNTIONED, SKIP TO Q.4.) 3e. (IF NO CIGARETTE BRANDS NEIITIONEDABOVE, ASK:) - Do you remmber my ade for cigarettes? 13)' Ysn ----- I -i1~7ut brands do you remember sseing ada for? Any others? Golden Lighta Golden (Unap.) ----- gant Golden Kant Colden Lights -- Bmt Lights - Kent (Unep.) Lights (Ue90.)-- Trua -_"'-------- - other (SPECIFY):; No ----+ 2-i (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remsmber any ads for any other brands of cigarettes? y (16) Yes ------ 1-- *What brands were theyiAny others? (16) Luke __-__------ 3 No ----- -__ C2,' Golden Lights ---- 4 Golden (Uaep.) 5 Kant Golden ----- 6 Kent Golden Lights - 7 0 Kent Lights --- B FA (IF TRUEMENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP '. TO Q.10,) nsp.) ~-- 9 (Unep.)---- 0 ~r n Trus _----- Other (SPECIFY); 24