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r NATIONAL CONSENSUS SURVEYS ~ 801 Second Avenue New York, New York 10017 #42318W 13-4 NAME: PHONE #: _ 1, Pleasa take a few minutes to~lgo through the advertisements in this book. Please take as much time with each ad as you 3are_to. If you ordinarily wear reading Rlasseo, 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 seeiag ads Any other brandsT (DO NOT READ EITHER BRAND NAMES for in the book? (PROBE:) OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS Crest toothpaste - Concord Watches-- Coca Cola --------- Bolens Lawn Mower ---- 4 Budweiser ---------- 5 Canadian Ciub------- 6 Bayer Hilton Hotels --------- 3 Amana Rangs-------- --- 1 Dole Pineapple ----- BankAmrricard/VISA --{' General Electric Washer (14) Luke----------- 3 Golden Lights- Golden (Unsp. )--- 5 Kawasaki --------- Kent Goldsn-- Old Spice Pocket Cologne Kent Golden Lights- 7 Polaroid Camara------- 6 Kent Lights-- . B Singer Sswing Machines ---%Q~ Kent (Unep.)--- 9 Taster's Choice ----- 8 Lights (Unsp.)---- 0 ------ ~ True------ -- _ Weight Watchers Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL T~iREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15). Ysa brands do Any othersZ you remember seeing sds for? *uke 3 4 Golden Lights Golden (Unap.) ----- 5 I(ant Golden ------ 6 Kent Golden Lights -- 7 8 Li h g Kant 9 ts Kent (Uaap.) Lights (Uasp.}------ 0 x True Other (SPECIFY): ~No -------- (2j----P(SKIP TO Q.10) 3b. y (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? a (16) Yea --------- 1-V-What brands were they? Any others? (16) Luke - - 3 No --------- 2 Golden Lights ------ 4 Golden (Unsp.) ----- 5 Kent Golden ----- 6 Kent Golden Lights -- 7 K Li ht -- " 8 ent g s (IF TRUE MENTIONED IN'Q.?, 3a, OR 3b, CONTINUE.) Kent (Unsp.) °---- 9 N Lights (Unsp3----- 0 m (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True _ = f.3 TO Q.10.) • Other (SPECIFY): ~ y

. #42318W 4. What do you remember about the TRUE advertisement? (PROBE;) What else do you remember? 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.5, SKIP TO Q.10.) 28 6. (F3AND RESPONDENT CARD 6.) - Thinking about what you've just toldime about the advertising message, what phrase on this card best describes how important this is to you? {29) Extaemeiy 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 best describes how believable this is to you? (30) Extremely believable ----•6 Vary believable -- - 5 Somewhat believable ----- 4 Somewhat unbelievable ----- 3 Very unbelievable -------- 2 Extremely unbelievable ---- 1 8. (HAND RESPONDENT CARD 8.) - And, which phrase on thia card best describes how different you think thie 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.) .. Based on the message, which phrase on this card best describes your intere4t in trying TRUE cigarettes? (32) Extremely interested -----• 6 Very interested ----- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ------ 2 Extremely disinterested --- 1 O N

i I . -3- #42318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AND RE190VE'. ) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? / 33-~l o P ~~ 3~- , . '~ ADE1, _4) D 0 3P- 38- (OPEp PORTFOLIO TO TRUE_ AD.) lla. Is there anything in the TRUE ad that you particularly like? (CONTINQE) -- Yes (SKIP TO Q.12a) -- No --------- ilb. What ia there in the TRUE ad that you particularly like? (PBOBE:) What else? ~fliG~O !X Q~ GZ. 8~lJC ~ ~ . i. ~ n.p -, a41.c7 -77'~k ~u_ D`-~. 12a. Is there anything in the TRUE ad that you particularly d181ike? (46) (CONTINUE) - Yea ------ N (SKIP TO Q.13a) - o - !2b. What is there in the TRUE ad that you particularly dislike? (PEOBE:) What else? 4 - 4 4 - 5C 51- a

r .. • ~ ~ ~ -4- /42318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, IF L & M, ASK; "Is that L& M, L & M Flavor Lights, or the longer L & M Lights 100mm?" 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 Old Go1d Lights?'T IF'PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IP PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareytou Low Tar Mentol?f IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" or Multi-Filter"'made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is t4at Xent or Yent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super 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 Car lton ------------------- 8 Chesterfield -------------- 9 Decade ---------- -------- ---- 0 Doral ---- ----------------- x Eve ------------------------- (53) Fact ------ ------------------ 1 Gauloises ------- -------- ---- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) ---------------- 5 Koal Super Lights ------------- 6 Kool Milds --------------- 7 *Kool (Other) ----------------- 8 L & M Flavor Lights ----------- 9 L& M Lights 100mm 0 *L & M (Other) ------------ x Lark ----------------------- v (54) Long Johns ------------------- 1 Lucky Strike ----------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ----------- 4 M a x ------- ------- --------- 5 Merit ------------------------- 6 More ---------- Newport Lights - *Newport (Other) ------ Now --- ------ --- 0 Old Gold Lights -- - x *Old Gold (Other) ------------- y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) --- 2 Parliament Ultra Lights ----- 3 *Parliament rOther) -- 4 Philip Morris Raleigh Extra Mild ----- *Raleigh (Other) - Real! ------ ~-- Salem Lights *Salem (Other) ------ Saratoga 5 6 7 8 9 0 x Silva Thine ----------------- y (56) Tall ------------_-------_° 1 Tareyton Lights -- ------ 2 Tareyton Low Tar Manthol ----- *Tareyton (Other)'------------_- True ----------------------- 5 Vanguard 6 V a n t a g e - - - - - - - - - - - - - - - - - - - - 7 Viceroy Extra Mild ------------- 8 *Viceroy (Other) ------- -- % Virginda Slias -------------- 0 Winston Lights ----- -- x *Winston (other) ------------- y Ot~er (SPECIFY): (57) 1 13b. Is that filter or non-filter? 13c. Is that regular, king-size, 100mm or the extra-long Filter ----------(Sin Non-filter ---- 2 O N 120mm? (59) Qf 8egular ---- - )-,-) C1145 King-size ----- 10omm --- 120mm -----

-5- /42318W ' 14. How many cigarettes do you smoke in an average 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) ----------- =_-CYL> 30 to 39 (1-1/2 packs) --- 4 40 or more (2 packs or more) - ---- 5 CLASSIFICATION how, juyt a:ew questions for statisticali purposes only. u. What was the last grade of school you completed? . (61) Some grammar school (let-Jth grades) --- '1 Crammar school graduate (8th grade) --- 2 Some high school (9th-llth grades) ----- 3 High school graduate (12th grade) ---- Some college ---------------- ------ --_- College graduate or beyond ------------- 6 (k41ND RESPONDENT CARD 16.) 16. Againy just for classification purposes, which letter on-this card includee your total family income before taxes last year? (62) - A. Under $7,500 1 B. $7,500 to S10,000 ---------------- 2 C. Over $10,000 to $15,000 ----- ------- 3 D: Over $15,000 to $20,000 ---------- Q E. Over $20,000 to $25,000 ----------- 5 F. over $25,000 ------------------- - 6 Refused --------____~__-~~- y 17. (LNDLCATE!SEX.) (63) Mdl'e ---------------------------------- 1 Female -------------------~~--- ATTACU QUESTIONNAIRE TO SCREENERJ a