Tobacco Documents Online

/42318W 14. IIowmany cigarettes db you smoke in an avarage day? ' (60) 9 or less (less than 1/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) 2 20 to 29 (1 pack) -------- ~ ---- . 30 to 39 (1-1/2 packa)- _4 . 40 or more (2 packs or more) -- 5 CLASSIFLCATIQN nov, ;aat a:ew quescioss For stacistical purposes Gnly. 15, What vas chelaeo grade of school you completed7 • (61) Some grammar school (1st-7th grades) --- Z Crammar school graduate (Bth grade) - 2 Some high school (9th-11th grades) ----- 3 i High school graduate (12ch grade) ----- 4 Some college __-_--------- ------ -__ College graduace or beyond ---- ------ (IL1ND RESPONDENT CARD 16.) • ' 16. Agaiin, just for classification purposes, which letter on this card includes your cocal family income before taxes last year? (62) A. Under $7,500 --------------1 e. $7,500 to 530,000 ---------- C. over $10,000 to $15,000 ----- --- . D. Over $15,000 to $20,000 -------- .. E. Over $20.000 to $25.000 5 .. F. Over $25,000 -----^---------- 6 - Refused Y 17. (INDICATE SEX.) (63) Nale ------------------- ------------ -_ 0 Female 2 ATTACH QDESTIONNAIRE TO SCBEENER. 4

-3-ea231Bw (ASK ALL:) 10. Let's take a few seconds to look at the ERUE ad again. (EZPOSE F0R 5 SECONDS ADID RE510VE.) What do you think is the main idea themanufacturer wants to get across about ~ TRUE? (PROBE:) What else? '~l'•.n.?I, 3 U3}- 3V- 38- (OPEN PORTFOLIO TOTRUE AD.) lla. Is there anything in the TRIIE ad that you particularly like? .. (CONTINOE) - Yee --- (SKIP TO Q.12a)--- go -------- 2 ilb. What is there in the1RIIE ad.that you particularly like? (PROBE;) What else? .Vy /I a Q+.ti/}-!'..Rl-./. I42-35ty aa- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (tOHxtR`4E). - Yee ---- I . ~ (SKIP TO Q.13a) - No i1b.. What is there in tAe TR11Ead.that you particularly dislike? (PROBE:) What else? . 7- 9-

4. #42318w What do you remember about the TRUE advertiaemeutR (PgOBgJ What elw do you remember? . . . . 17- 1g- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the meeaage the manufacturer was trying to get across to ypu about TRUE? (PIlDBB:) What else? 23- ' .~24-_ _ 25-, _ 26- 27- (IF'RESPONDENT SAYS "DON'T ENOW^ TO Q.5, SKIP TO Q.10',) -_ (NAND RESPONDENT CARD 6.) - _ 28 6.. Thinking about what you've juat told me about the advertising message, vhatt phrase an this card bestdescribea how ]mportant this is to you? . (29) gxtnemely important ----- 6 . . ... Very important ----------- 5 Somewhat importaat ------- 4. . gouewhat unimportant --- 3 Very unimportant ---~-- 2 Not at all important 1 .. 7. (NANDBESPONDENT 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 g.) And, which phrase on this card beat describee how different you think this meseageis from other cigarette advertieing?- (31) Extremely different ------ 6 . Very different -------- 5 , % Somewhat different --=---- 4 . Somewhat eimilar -------- 3 Very similar ----------- 2 Extremely similar ------- 1 9. (kLWD RESPONDENT CARD 9.) + Based on the message, which phrase on this card best describes your intereat in ' trying TRUE cigarettes? . (32) Extremely interested----6 . ` Very interested -------- 5 Somewhat interested ----- 4 Somewhat disinterested ----- 3 Very disinterested --- 2 Extremely disinterested -- 1 ~ N m W W (D W

., p '- ~ NATIONAL CONSENSUS SURVEYS ! 801 Second Avenua New York, New York 10017 /42318W NANE: lldwa ~e( /~ q~ PHONE a: /o ~ 7- 3 7 9 3 1. Pleaae take a few minu es to go through the advertisements in this book.. P1leasa take as much time with each ad as yousere_to. If you ordinarily wear reading jlaasas, you'11naed them. (gAND RESPONDENTPOETFOLIO AND TAICE IT BACK BEFORECONTINUING.) 2. Non, I'd like to ask you a few questions about the ade in the book. What brands or products do you remember seeing ade for in the book? (PROBEa) Any other brands? (DO NOT READ EITEEK BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Amene Range____- 1 BeakAmaricard/VISA --- 2 gayar Aspirin------- 3 Bolene Lawn Mower --- 4 BudV[iser --------- 5 Canadian Club----- fh Coca Cola ---- `(S77/- COGcord Natche6----- Crut toothpaste -- 9 Dole.Pineapple ------ 1 Gsneral Electric Washer - 2 Hilton Hotele ------ 3 Kawasaki 4 Old Spics Pocket Cologne - ~ Polaroid Camare--- .1.J. ~- Singer Sewing Machines - Tester's Choice ------- 8 Weight Watchers ------- 9 CIGARETTE ADS (lp~, Luke-_------- Golden Lighte------ C, Golden (Unep.)-- 5 Kent Golden----- ~6 Kent Golden Lighto- T- Kent Llghte----- 187 Kent (Unsp.)-----_ 9 Lighta (Unep.)--- O True------ ---- Y Other (SPECIFY): y 3a. (IF NO CIGARETTE BRANDSNENTIONED ABOVE, ASK Q.3a.) (IP ONLY ONEOB TWO CIGARETTE BRANDS LfENTIONED, SKIP TO Q.3b.) (IF ALLTHBEE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) Any others? (IF NO CIGARETTEBeANDS MENTIONED ABUVE, ASK:) Do you remember any ads for cigarettes? (17)' Yer -----="T brands do you remember aeein8 ada for7 Yuke Golden Lighta ----- -- Golden (Unsp.) Kent Golden --^---- Kant Golden Lights -- Kent Lights ---^ Kent (Vaep.) Lights (UmeA.)--- Other (SPECIIY): No ----- 2~)(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED6 ASK:) 3b.. Do you remember any ads for any other brands of cigarattesY(16) Yea - - - - - - 1------- Wbat brands were they? Any others? (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3e, OR 3b, SKIP TO Q.10.) i y (16) 3 Golden Lights ----- 4. Golden.(Unap.) ---- 5 Kent Golden ------- 6 p Kent Golden Lights -- 7 F_6 Kent Lights ----- 8 Kent (UneP.) _---- 9 f. Lighte (Unep.)--- 0 Sf 7sue Other (SPECIFY); E-~'

. ~ -4- /42318ti- ~ 13a. What one brand of cigarettes do you amcke moaC frequently? (DO NOT READ BBAND NAMES.) THE STABREDBBANDS MUSTBE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or ul~ c" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is ttµt Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Nilds, or Kool Super Lights?" IF L 6 M, ASK: "Is that.l 6 N, L & M Flavor Lights, or the longer L & M Lights 1O0n®7:" IF'MABLBOgO, ASK: "Ie that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD COLDASK: "Is that Old Gold Filter or Old Go14 IF PALL MALL, ASK: "Is that Pall Hall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LightaY" IF gALEIGH', ASK; "Is that Raleigh or RaleighFxtra Mild?" -. IF SALEM, ASK: "Isthat Salem or Salem Lights?" -_ IF TABEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Lom Tar Menthol7~ .. IF'VICEEOY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" -_ IF WINSTON, ASK:. "Is that Winston or WiT,ston Lighta4" (52) Alpine ------- -__- _--_-__ I Belair 2 Multi-F11ter By Benson 6 Hedges 3 Benson & Hedges Lights ---- -- 4 *Benson & Hedgea (Other) - . 5 Camel Lights ---_-___-- 6 *Camel (Other) --------- 7 Carlton ------- ------- ----- 8 Chesterfield------------- --- 9 Detade ------ -------- --- 0 Doral __--------- - ______- x Eve -__------------- ^____ y -(53) Fact ------ --_-_________- Gauloises ------------------ Iceberg 100's ------------ Kett Golden Lights --------- *Kent (Other) Yool Super Llghts - - Koel Milds---- ---------- - *Knol (OCher) L & M Flavor Lights ------- L & M Lights 100 - -------- - *L & M (Other) -------------- (54) More ---------_-___^__-_- 7 Newport Lights ------------ g *Nevport (Other) 9 Now 0 Old Cold Lights ------- x xOld Gold (Other) -- - y (55) Pall Nall Extra Mild -^ I *Pall Mall (Other) - - 2 Parliament Ultra Lights --°--- 3 *Parliament t0ther) -^- 4 Philip Morris - --- 5 Raleigh Extra Mild - - - - - 6 *Baleigh (Other)---- - 7 Real -_-_-~ 8 Salem Lights ------ *Salem (Other) Saratoga - - Silva Thins - Tareyton Lights --_~-__-_ Tareyton Low Tar Menthol ----- *Tareyton (Other) (54) Vanguard ---------------- 6 Long Johns ------------------ 1 Vantage ------^-_~_____ 7 Lucky Strike ----------------- Marlboro Lights -------------- *Marlboro (Other). ------------- 2 3 4 Viceroy Extra Mild --------- 8 *Viceroy (Other) --------- --- A Virginia Slims 0 Max ------- ^__- ------ ----- - 5 Winston Lights ------------ x Merit ----------------------- 6 *Winston (Other) ----- -__---- y Other (SPECIFY): (57) ~ 1 13b. Is that filter or non-filter? (5§) Filter -------- ~O Non-filter ---- 2 N 13c. (59 (,~j~ Is that regular, king-size, 100= or the extra-Iong 120mm? - Beeuler ---- C.7- King-eize ------= 2 100mm ------ 3 jA 120= --------- 4