Tobacco Documents Online

J d4231Sn (ASK ALL:) 10.: Let's take a few seconds to look at, the TRUE ad agein. (EEPOSE FOR 5 SEGOBDSAND RElDVE.) What do you think is the main idea the manufacturer vente to get across about TBUE7 (pROBE:) What else? /--()77J *U~ C.~Z `-'K.ce4>-~ ZW '' -t-~ 3s-2o -ff- 38- (OPEN PORTFOLIO TO' TROE..dD,) lla. Is there anything iathe TRUE ad that you particularly like? (CONTINUE) -- Yea --_- (SKIP TO Q.12a) -- No - llb.. What is there in the TRUE ad that you particularly likel (PROBE:) - What else? ~o.. ~~ , 41-A , 42-Y -41~- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dieliRe?(46) (fA@1'FNE)' - Yea----- (SKIP TO Q.13a) - Bo ----- ~ :2b. What is there Sn the TBOE'ad that you particularlydialike2 (PROBE:) . What else? 5

I 4. 542318W What do youreaember about the TRUE advertisement? (PEOSE:) What slw do you rems.bqr4. . .. . 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer var trying to get across to you about TRUE? (PROBE:) What else? 23- 24- 25- 26- 27- (IF'RESPONDENT SAYS "DON'T gNOW" TO Q.5, SKIP TO Q.10.) - 28 6. (HAND RESPONDENT CARD 6.). Thinking about what you've just told; me about the advertising message, what phrase on this card beat describes how important this is to you? {29) Eztsemely, important ---- 6 Very important -------- 5 Somewhat important ----- 4. Somewhat unimportant 3 Vary unimportant -------- 2 Not at a11 important -- 1 - 7. (HAND R6SPONDENTCARD 7.) Again, thinking about the advertising message, which phraee on this card beet describes how believable this is to you? - (30) ' Extremely believable ---- 6 Very believable -------- 5 . Somewhat believable ----- Somewhat unbelievable ------ Very unbelievable ------ . Extremely unbelievable -- 4 3 2 1 8 (NAND RESPONDENT CARD 8 ) . , And, which phrase on this card beat describes how different you think this 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.) V Based on the message, which phrase an this card beat describes your interest in trying TRUE cigarettes? - - (32) Extremely interested -- 6 Very interested -------- 5 Somevhat interested ------- 4 Somewhat disinterested --- 3 Very disinterested ----- 2 - 0 Extremely disinterested -- I H ~ W W t0 . W ~

#42318W 14. Hov.many cigarettes do you,smoke in an average day7 ' (60) 9 or less(lasa than 1/2 pack) -- 1 10, to 19 (1/2 pack to 3/4 pack) ----- 2 .. 30to39 (1-1/2 packs) 40 or more (2 packs or more) - 20to 29 (1 pack) ^-- ----' (61) . CLASSIFICATION how, Juyt a:ev quesclons for statistical purposes only. l+`• What wa," the last grade of school you completed? • (lLIND EESPONDENT'CARD 16.) Somegramur achool (let-7th grades) --- "1 Crammar'echool graduate (8th grade) --- 2 Somehigh school (9th-11th grades) --- 3 Highachool graduate (12th grade) ------~ Somecollege-------------------'_--- r. -r College graduate or beyond ------ ----- 6 16. Again, justt for classification purposes, which letter oothie card includes your total family income before taxes last year? .. (62) A. Under $7,500 ___------ ---------- - 1 B. $7,500 to S10,000 ---------- 2 C. Over $10,U00-to $15,000 ---- -------- 3 , . .. n. Over $15,000 to $20,000 --------- 4 . . E.`Over $20,000 to $25,000 ---- _- }~ .--_~-__--___ C~- F. Over $25,000 . ' Refused -------------- -_--------- y 17. (LNU[CKPB SE%.) (63) Halie. ----- ---- -------------- -_------ 1 Female ---------- __------ --(2D ATTACH".QUESTIONNAIRE TO SCRBENEg. l

j -4- ~ l4231gN' 13qa j2hsp one.brand of cigarettes do you smoke..most frequently? (DO NOT READ BRAND NAMES.) TNE-STARREDBRANDS MUST BE PROBED:IF BENSON S HEDGES, ASK: "Is that Benson d Hedges, Renson & Hedges Lights, or a1tN~ 1-Filter" made by Benson & Hedgee?"IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "I..that Kent or grnt Golden Lights7" ' IF KOOL, ASK: "Is that Kodl, Kool Hilds, or Kool Super Lights7" IF L & M, ASE: "Is that L A M, L b HFlavor Lights, or the longer L S M Lighta 100mm7". IF.MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLDCOLD, ASK: "Is that Old Gold Filter or Old'Go1d LightaTr IF PALL MALL, ASK: "Is that Pall Ma1L or Pall Nall Extra Mild?" IF PARLLetlENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: ^Ie that Raleigh or Raleigh Extra Mild?" IF SALEN, ASK:"Is that Salem or Salem Lights?" . IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthcl7R - . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Wineton or Winston Lights7^ . '(52) Alpine _______i Multi-Filter By Benson & Hedges 3 Benaon & Hedges Lights ----- 4 *Benaon & Hedges (Other)---- 5 Camel Lights ------------ 6 sCamal (Other) ---------- 7 Carlton 8 Chesterfield ----------- 9 Decade --___0 Doral --------- -_--_-__-_ x Eve ___-__-______--__-_ - (53) Fact -------- ------- -___--_ 1 Geuloises ------------------- 2 Iceberg 100's ----------- 3 Kent Golden Lights ------ 4 sKent (Other) ------ 5 Kool Super Lights ---------- 6 Kool Milds ------------ 7 *Kool (Other) ----------- 8 L & M Flavor Lights --------- 9 L~ & M Lights 100® ----- -- 0 *L4 H (Other) ---------- : (54) More ---_--_--~_-_- 7 Neaport Lights *Nevport (other) --- NOW Old Cold Lights -- - *Old Gold (Other) ----- Tareyton Lights ---------- 2 Tareyton Low Tar Menthol --- 3 *Tareyton (Other) ----------- 4 (55) Pall Mall Extra Mild - 1 *Pall Ha1L (Other) ----------- 2 Parliament Ultra Lights ---- 3 *Parliaaa:nt tOther) 4 Philip Morris -- -- 5 Raleigh Extra Mild 6 *galeigh (Other) 7 Real 8 Salem Lighq -- 9 *Salem (Other) -------- 0 Saratoga - --- -- x Silva Thins - y (56) (54) True Vanguard Long Johne.------------------- 1 Vantage _--__ Lucky Strike ---------------- Marlboro Lights -------------- *Marlboro (Other) --------- 2 3 4 Viceroy Extra Mild -------+-- *Viceroy (Other) ---------- Virginia Slims ------------- Max ------------- --_------ - 5 Winston Lights --- -- Merit ________________--__-_ 6 *Winston (Other) 13b. Is that filter or non-filter? 0 z y 5 6. 7 8 9t 0 x y Otper (SPECIFY): (57) 1 1 Filter ---------- Vd0 Non-filter --- 2 QDM 13c. Is that regular, king-size, 100xm or the extra-long 120=7 (59) W Regular ------ . King-size (j 100nm ------ 3 (D 120um 4

. NATIONAL CONSENSUS SURVEYS l4231gW ~ 801 Second Avenue New..Yorke New York 10017 NAN6:r1'c~~'(YPw- PNONE C: 9g - SZ3_] l. Please: take a fev minutes togo through the advertisemente in this book. Pleaea taka as much time with each ad as youaata.to. If you ordinarily vear reading 2. glaases, you'1L need them. (NAUD RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Nov, I'd like to ask you a few qusstione about the ads in the book. What brands or products do you rameaber seeingeds for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATECORIES.) GENERAL ADS CIGARETTE ADS Amenn ean6e____---__ f Dole Pinespple--------- 1 General Electric Wnaher2 Golden Lights---- BankAmaricerd/VISA --- 2Bayer Aaplrln------~ Eilton Hotels ------~3% Golden (Dnap.)--- `+ Kawasaki ----------- 4Kenr Coldan---- golana Lawn Nower ----- 4 6 Budweisar 5 Old Spice Pockec Cologne Kent Golden Lights- 7 Canadian Club-----_CP PolaroidKant Lights----. 8 Coca Cola ---------- 7 Singer Sswing Machines --- 7 Kant (Doap.)----- 9 Concord Watches---^ 8 . Taster's Choice ------- 8 Lights (Unsp.)--- 0 Crest toothpaste Weight Watchers ---__- ® -_ Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWOCICARETTE BRANDS NENTIONED, SKIP TO Q.3b.) (IF ALL TNREE CIGARETTEBRANDSNENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTEBRANDSNENTIONED ABOVE, ASKt) -Do you rammber eny ads for cigarettes? US)' Yes -----=°~T ----~Whatbrands do you reuember seeing sds for? Any others? luke ---------- 3 Golden LLghta ------- 4 Golden (Unap.) ---- 5 Kant Golden ------ 6 Kent Golden Lights -- 7 Kant Lights ----- Kent (Unep ) g 9 . Lights (Uaea.)--__- 0 True ___--------- - x Other (SPECIFY): - y No -^---+ 2------- (SKIP TOQ.10) 3b. (IF"ONE" OR "TWO^ CIGARETTEBBANDS MENTIONED, ASK:) Do you remamber any ads for any other brands of cigarettes? s (1 ~:Yee -------- I-^-iWha[ brands wereihey.7 Any others? (16) Luke 3 No ------ 2 Golden Lighta - ----- 4 6olden (Unap.) --- 5 ~ Kent Golden ----- 6 N Kent Golden Lights -- 7 T Kent Lights ----- 8 W (IP TRUE MENTIONED IN Q.2, 3a,OR 3b, CONTINUE.) Kent (Unep.) ------ 9 ~ Lighta (Unep.)----- 0 _Q (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q 10 ) Ttua - x . . Otber (SPECIFY)~~ ~ ~ Th, 0n1~ YPm~~yFr~ y