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Lorillard

Untitled Document 01833943/3947

Date: 14 Jan 1978 (est.)
Length: 5 pages
01833943-01833947
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spider_lor 01833943_3947

Fields

Type
QUES, QUESTIONNAIRE
Characteristic
MARG, MARGINALIA
Master ID
01833876/1586
Related Documents:
Site
G42
Request
R1-354
Litigation
Feda/Produced
Area
MARKETING/BASEMENT GMP
Date Loaded
14 Mar 2002
Brand
Alpine
Belair
Benson & Hedges
Cambridge
Carlton
Chesterfield
Decade
Doral
Eve
Fact
Gauloises
Iceberg
Kent
Kool
L&M
Lark
Long Johns
Lucky Strike
Marlboro
Max
Merit
More
Newport
Now
Old Gold
Pall Mall
Parliament
Philip Morris
Raleigh
Real
Salem
Saratoga
Silva Thins
Tall
Tareyton
True
Vanguard
Vantage
Viceroy
Virginia Slims
Winston
UCSF Legacy ID
jyt54c00

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.1 #42318W 14. . Eow many cigarettes do you smoke in an average nay4' (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) ---- ----- GT . 30 to 39 (1-1/2 packs) -------- 4 40 or more (2 packs or more) - -- 5 CLASSIFICATION N~, )uat a:ew questions for statistical purposes only. 35• Whai wasthe iaat grade of school~ you completed? • (61) . Some grammar school (1at-7th grades) --- 1 Oramuar school graduate (8~h.grade) ---- 2 .. Some high school (9th-llbh grades) --- 3 '. High school graduete (12th grade) ------ 4 Some college -_------ 5 College graduats or beyond --------^~~ (ML1ND RESPONDENT CARD' 16.) 16. Again, just for c lassification pur pose s, wh ich letter an this card 3ncludes your total family income before ta xes last year? (62) A. Under $7,500 --_--___-_-__-_- 1 B. $7,500 to 910.000 ------------- 2 . C. Over $10,000 to $15,000 ---------- 3 ~ . D. Over $15,000 to $20,000 ------ 4 . . K. over $20,000 to $25,000 ---------(m ~ F. Over $25,000. 6 ~ Refused ------- ------ Y 17. (1NDICATE SEX.) (63) Male ________________________-___~~_ 1 Female ATTACH QUESTIONNAIRE TO SCREENER. g0-1
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4. 042318W What do you remember about the TRIIg'adaertisement? (PRDBg:) What dae do you remgmberT 17- 18- 19- 20- 21- 22- 5. Aside from ranting.you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PROBE:) What else? 23- _ . - .rT4-_- _ . 2$- z6- 27- 6. (IF RESPONDENT SAYS "DOB'T RBOW° TO Q._5, SKIP TO Q.10.) .. 28(HAND RESPONDENT CARD 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 you? (29) Rrtaamely important ----- 6 - Very important ------- 5 Somewhat fmportant ---- 4 Somewhat unimportant 3 Vary unimportant ------ 2 Not at all important --- 1 (BAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this ia to you?: - (30) Extremely believable ----6 - Very believable - - 5 Somewhat believable --- 4 Somewhat unbelievable -- 3 Very unbelievable ----- 2 . Extremely unbelievable -- 1 8. (HANDRSSPONDF.NP CARD 8.) - Andy which phrase onthis card beat describes how different you think this message is from other cigarette advertising? (31) -Bztremely different ----- 6 Very different ----------- 5 Somewhat different -------4 Somewhatsimilar ------- 3 Very similar ---------- 2 B=tremely similar ------ 1 9. (BANDRESPONDENTCARD 9.) . Baaed an the message, which phrase on this card beat describes your interest in trying TRUB cigarettes? - (32) Extremely interested --- 6 Very interested ----- 5 Somewhat interested ------ 4 Somewhat disinterested --- 3 Very disinterested ----- 2 . Extremely dlsinterested -- M m W ~ ~tp0 A
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~ -3- . i42318w . . (ASK ALL:) 10. Let's take a fevaeconds to look at the TRUE ad again. (RYPOSB FOg 5 SF.CONDS ALIDRSHOVE.) .. What do you think Sathe mein idea the maoufacturer wants to get across about TRUE? (PROBE:) What elael -A-, axS6' (OPEN PORTFOLIO T0TRR AD.) -lla. Ie there anything in the TRUE ad that you particularly like? (OONfINUE) - yae ---- (S&IP TO Q.12a) -- No ------- ilb. What is there in the TRUE ad that you particularly like? (PROSg:)S7hat else? l 42-3. ,. -*S~ 44- 45- 12a. Is there anything in the 1'RUE ad that you particularly dislike? (46) (CONTTNUE)- yes ----- I (SKIP TO Q.13a) - No ----~~ :26. What is there in the TRUE ad that you particularly dislike? (PROBEc) What else? 4
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~ -4- ~ /42318N' 138. What one brand of cigarettesdo you smoke most frequentlyT(DO NOT READ BRAND - NAMES.). ( THE STARREDBRANDS HOST BE PROBEDc IF BENSON & HEDGES, ASK: "Iss that Benson & Hedges,. Benson dHedgea Lights, or ult~ di-Filter" made by Benson & Hedgee7" IF CAMEL, ASK: "Is that Camel crCamel Lights?" IF KENT, ASA: "Is that Yent or Kent Golden LightaT" ' IF KOOL, ASK: "Is that Kool, Kool Mi1ds„ or Kool Super Lights?" IF L d H, ASK: "Is that L & M, L & M Flavor Lighte, or the longer L6 H Lighte l0Omm7" . IFMARLBORO, 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 Ligh IF FALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAlH;NT, ASK: "Ie that Parliament or Parliament Ultra Lights?" IF RALHIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - .- IFSALEH, ASK:. "Is that Salem or Salem Lights4" _ IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or.Tareyton Low Tar Menthol7t - IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON,. ASK:"Ic that Winston or Winston Lights?" (52) Alpine ---- --_1 Belair ------------------ 2 Multi-Filter By Benson 6 Hedges 3 Benson & Hedges Lights ---- -- 4 *Beneon 6 Hedgea (Other) ---^- 5 Camel Lights ------^------ 6 *Camel (Other) ---------------- 7 Carlton ------------ ----- 8 Chesterfield ------------ 9 Decade ----_-__-__--~_ 0 Doral ----- -_-___--_--- x Eve ------- ______-___-_- (5~) Fact --___----_-__-'-_- 1 Gauloisee -------------^- 2 Iceberg 100's -------------- 3 Keat Golden Lights ------- 4 *Kent (Other) 5 Kool Super Lights ----------- 6 Kool Mild< --^-----^----- 7 *Kool (Other) ------------ 8 L6 H.Flavor Lights -------- 9 L6 M~ Lighte 100mm ---------- 0 *L 6 H(Other) ------------- x Lark --_--___------------- v (54) Long Johns ---__--__-------- 1 L:cky'Strike ----------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ----------- 4 Merit ----------------------- 6 (54) More ----^--_--_""_-__- 7 Newport Lighte . ---- 8 *Newport (other) -- -- 9 Now Old Gold Lights --- *Old Gold (Other) --- - - 0 --- - r - (55) Pall Mall Extra Mild -- 1 *Pa11 Nall (Other) - 2 Parliament Ultra Lights ----- 3 •Parliam<nt tOther)4. Philip Hotrfi -- ---- 5 Raleigh Extra Mild ---- 6 *Raleigh (Other) ---- 7 Real ----------. - 8 Salea Lighte --- *Salem (Other) ---- Saratoga ------- -- x Silva Thins ------- y (56) Tareyton Lights ---------- 2 Tareyton Low Tar Menthol ---- 3 *Tareyton (Other) --------- 4 Ttue 5 Vanguard _---------_---- 6 Vantag< 7 Viceroy Extra Mild -------- 8 *Viceroy (Other) ----------- -__ N Virginia Slime ------^---- 0 Winston Lights ------------ x *Winaton (Other) ---------- y Other (SPECIFY): (57) -\a I 13b. Is that filter or non-filterT (58 - Filter ----- Non-filter ------ 2 0 13c. Is that regular, king-size, 10omm or the extra-long 120ma7 (59) N Regular___-_- I . K1ng-eize 2 10omm --------a ~ 120mm -------- 4 ~
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. NATIONAL CONSENSUS SURVEYS 14231gW .~~ 801 Second Avenue ~ , New York, New York 10017 t( 13- 4 F-~ti(JEB.G-T.JPHONE P: [J ~3- ~S`9Gd 1. Please take a few minutes togo through the advertisements in this book.. Pleasa take as much time with each ad as you eare-to. If you ordinarily waar reading glaases, you'11aaad them. (NAND 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 brandb or producta do you remember seeing ads for in the book? (PROBE:) Aay other brands? (DO NOT READ EITHER BRAND NADBiS OR PRDDUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Dole Pineapple----- 1 Luke-------~~ BankAaarticard/VISA --- 2 Gsneral Electric Washer - 2 Golden Lighta---- Beyar Hilton Hotels ------- 3 Golden (Uuap.)-- S Bolans Lawa Nower - Kawasaki ---------- 4 . Kent Golden----- -6 Budweiser ----------- 6 Old Spice Pocket Cologne - 5 Kenr Goldea Lighta- _ 7_-- Canadian Club----- 6 Polaroid Camera-------- 6 KentLighte--- 8 Coca Cola ------- 7 Singer Swing Machines --- 7 Kent (Uaep.)--^-- 9 Concord Watches------ g. Taeter's Choice ------- 8 Lights (Unep.)--- 0 _ Crest toothpaste ---- 9 Weight Watchers -------- 9 True------ ---- z Othrr (SPECIFY): 7 (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWDCIGABETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALLTtlREECIGARETT& BRANDS MENTIONED, SKIP TO Q.4.) 3a. (Iy NO CIGARETTE BRANDSNENTIONED ABOVE, ASK:) - . - Do you remember aay ads fot cigarettes? (13)' Ye. ----=-~I =iWTiatl brands do you remembar seeing ada for? Any others? -- . . _ . . , . . . ...3i.t~'u.. yuke 3 ~- Golden Lights ---- 4 Golden (Unap. ) 5 Kant Golden ----- 6 Kaat Golden Lighta -- 7 Kant Lights ------- 8 Kant (Unap.) ----- 9 Lighta ~Ueap.)----- 0 . True --"'_---__ z other (SPECIFY): " No -----+ 2-y (SKIP TOQ.10) 3b. (IF."UNE~" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remamber eny ads for any other brands of cigarettes? (16) - Yes ------ 1-;•What brands we¢e they? Any others? (16) 3 No ________ 0 Golden Lights 4 Golden (Unap.) Kent Golden Kent Golden Lighte -- 5 7 ~ Kent Lights ------ S (.7 (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Rent (unep.) ----^ 9 ~ Lighte (Unep.)------ 0 ~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP W TO Q.IO.) . True a Other (SPECIFY): _

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