Tobacco Documents Online

.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

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

~ -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

~ -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 ~

. 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): _