Tobacco Documents Online

142318W (ASK ALL:) 10. Let's take afev seconds to look at the TRUE ad again. (EXPOSE yQR 5 SECONDS ANID BElmVE.) Yhat do you thick is the main,idea the manufacturer wants to got acrosa about TBDE? (PROBE:) What else? 3j- 38- (OPEd PORTFOLIO T0TBUE. AD.)- lla. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) ~- Yes - - 1 .. (SKIP TOQ.12a) --Ro----- © 11b.: What is there in.the TRITE ad that you particularly like? (PROBE:)- What elae? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike2. (46) (CAIIPPLHUE)' - Yea - ~F1-~ - (SKIP TO Q:13a)- go -~-- ~ 12b. What.is there in the TRUE ad that you particularly dialike?(pBOBE:) . What else? .

1 #42318W 14. How many cigarettes do you smake in aaaverage day? . ' (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 . CLASSIFICATION noa, just a:ew questions for statistical purposee only.. 15• Wiat was the last grade of schoolynu, completed? • (61) Some gramar school (lac-7th grades) --- 1 Cramoar school graduate (8th grade) ---- 2 Some high school (9ch-llth grades) --- 3 Nigh school graduate (12th grade) ------ (V Some college. 5 College graduate or beyond ------------- 6 (HAND RESPONDENT 16. Aga1n, just for c CABD'16.) lassification purposes, which letter on this c4rd Sncludes your total faml~ly income before taxes last year? .. (62) A. Under $7,500 B. $7,500 to S10,0 00 ---------- 2 C. Over $10.000 to $15,000 ---------- .a;~ . D. Over $15,000 to $20,000 --------- 4 . . E. Over $20,000 to $25,000 -------- 5 . F. Over $25,000 6 .. gefused y 1]. (INnlCATNVGY.1(63) Mzle --------------------- --------- -_- <D Female 2 . ATTACN:QUESTIONNAI!RE TO SCREENBR. 80-1 O 1+ ~ ~ ~ f0 M fD - -

642318W 4. What do you remember about the TRUEE advertisement? (Pi08H:) Yhat else d l o you remrmbar 17- 1s- 19- 20- 21- 22- 5a Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23- _ _ _ ..14-__. . 25- ~-- .. . . . _ 26_ _ 27- :_ (IF RESPONDENT SAYS "DON'T gNOYP' TO Q.5, SRIP TO Q.10.) 38 (NAND 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 youi~ _ (29) Extaesely lmportant ----- 6 .. . .. Very important -------- 5 .. Somewhat important ------- 4 Somewhat unimportanc --- 3 . Very unimportant -- 2 Not at all important --- 1 . 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertiaingmesaage, 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. (HAND RESPONDENT CARD 8.) And, which phrase on this card beat describes how different you think this .'. messageis 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.) + Based on the message, which phrase on this card beet describes your interaet in - trying TRUE cigarettes2 (32) '' Extremely intereeted-----6 - Very interested ----- 5 . Somewhat interested ----- 4 Somewhat disinterested --- 3 Very disinterested -- 2 Extremely disinterested -- 1 -O p

. -4- Y42318N13a. What one brand of cigarettes do you amokemost frequently? (DO NOT gEADBBAND I NAMBST THE STARRED BRANDS MOST BE PROBED: . IF BENSON & NHDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or ul[~ti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is tilat gmt or Ksct Golden Lights?" ' - IF KOOL, ASK: "Is that Kool,. Kool MSlds,or Kool Super Lights?" IF L& N, ASK: "Is that L 6 M, L A H Flavor Lights, or the longer L& HLighu 100®?" . IFMABLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lighta?" IF OLD COLD, ASK: "Is that Old Gold Filter nr 01d Go14 Ligh IF PALL MALL, ASK: "Is that yall Mall or Pall Na11 Extra Mild?" IF PARLIAMENT, ASK: "Ie that Parlianunt or Parlfament Ultra LightaP" IF [NLBIGe, ASK: "Ia that Raleigh or Raleigh Extra Mild?" -- IFSALEM, ASK: "Is that Salem or Salem Lights?" .,. IF TAEEYTON, ASK: "Is that Tareytony Tareyton Lights, orTareyton Lom Tar MeneholY~ . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra lffid4" IF WINSTON, ASK:. "Is that Wineton ar.Wineton Lights?" . (52) Alpine ----- --__-___-_--_ 1 Belair ____- ___------ --__ 2 Multi-Filter By Beneon 6 Hedges 3 Benson 6 Hedges Lights ------- 4 *Benson 6 Hedgea (Other) ---- 5 Camel Lighta ------------- 6 *Camel (Other) _______7 Carlton 8 Chesterfield -- ----- 9 Decade ---- -_------- -_-u 0 Doral x eve -------- '-_____'_'___-- (53) Pact _____I Gaulaisee--------------- 2 Icebarg 100's 3 Kent Galden Lights ------ 4 *Kent (Other) 5 Kool Super Lights ----------- 6 Kool Milds ------------ 7 *KOOl (Other) ---------- 8 L6 M~plavor Lights --------- 9 L& H Lights 100= ---------- 0 *L& M (Other) ---- -__----- -_ x Lark -------- -_------------- y (54) Long Johna 1 Lucky Strike ------------ 2 Marlboro Lights -------------- 3 *Marlboro (Other) Max ------- --------------- - Merit ------- -__ ; 1 13b. Is that filter or non-filter? (58) 13c. Is Filter -------- Non-filter --- O M that regular, king-aise, 100® or the ex6za-long 120mY (59) m . Regular G7Cj . YSng-eize ------ 2 tp lo0mm ------- 3 ~ 120m 4. . (54) More 7 Newport Lights ---- 8 *Nevport (Other) --- - 9 Now 0 Old Cold Lights --- --- x *01d Gold (Other) - -- y (55) Pall Mall E:tra Mild -1 *Pall Mall (other) - 2 Parliem.ent Ultra Lights ------ 3 *Parliameat tother) - 4. Philip Morris ----- 5. Raleigh Extra Mild 6 *Ealeigh (Other) . - 7 Real -_------_ --- 8 Salem Lights - 9 _ *Salem (Other) ---------- 0 Saratoga --- x Silva Thine y (56) Tall I Tareyton Lights 2 Tareyton Lov Tat Nenthol ^----- 3- *Tareyton (Other) ---------- 4 True ----_5 Vanguard --- - ---------- 6 Vantage -_ ------- 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) -------------- 9. Virginia Slims -------- - 0 Wineton Lights ---- -- x *Winston (Other) -------- y Other (SPECIFy): (57)

S NATIONALCONSENSUS'SURVEYS . .r $01 Second Avenue , #42318W rew York, New York 10017 . ~aj . . 13-4 gAN6: ~9-7~/JLGiI - PgONE #: ^ o 1, Flaase take a few minutes to go through the advertisements in this book. plssse take aa much time with each ad as you sars_to. If you ordinarily waar reading glassea, you'll.oeed them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few questions about theade.ln the book.What brands or products do you remember seeing ads for in the book7(PROBE:) Any other brands7 (DO NOT READ EITHER BRAND NANESOR PRODUCT CATEGORIES.) . CENERAL ADS CIGARETTE ADS - (14) Aauas gange--------- _~ Dole Pineapple ---- 1 Luke-___--- 3 BankAOrricardlVlSA --- 2 General Electric Washer - 2 Golden Lighta-- gayer Aspirin------- 3 8ilton Hotels-------- 3 Goldea (Un.p.)-- 5 Bolans Lawn Nower -- 4 Eawesakl ----------- 4 Kent Golden---- _-6, Budweiser --------- 5 Old Spics Pocket Cologne - 5 Kent Golden Lights- 7_- - Canadisn Club------ 6 Polaroid Canera--------~ Kant Lights--- H Cou Cola ---------- 7 Singer Sewing Machines --- 7 gant YUnap.)----- 9- Concord Watches:---- . Taeter'a Choice ------- 8 Lights 0_ Crest toothpaste ---~- Weight Watchers -------- 9 Trua---------- x Othar (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IFONLY ONE OR TWO CIGARBTTEBBANDS!ffiNLIONED, SKIP TO Q.3b,)(IF ALL TNEEE CIGARETTE BRANDS MENTIONED, SKIP TO Q•4•) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) . Do youremmberany ads for cigarettes? Ys -- .. - t brands do you remember seeing ads for? (13 Any others? Mke -_-_-_---- 3 Goldan Lighta ---- 4 Golden (llnap.) 5 Kent Golden --- 6 Kent Golden Lights - 7 B Eant Lights Kent (Uaep.) --_-^ 9 Lights (Ueap.)--- 0 TLue x Other (SPECIFY)o No -------+ 2- !(SEIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any adss for any other brands of cigarettes? e (16) Yes-------- 1-iWhat brands ware they4Any others? (16) Luke 3 Golden Lights --- 4 Oolden (Un.p.) 5 6 Kent Golden Kent Golden Lights - 7 Kent Lights ----- g O (IF TRUE MENTIONED IN Q.2, 3r, OR 3b, CONTINUE.) -_ Nn.p ,) Kent 9 )4 (Unep • ~- LSRh- -- ta (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP f.i TO Q 10 Ttue i . •) Other (SPECIFY): . P . tA