Tobacco Documents Online

b4231E67 I I 4. What do you remember about the TRDBadvertiaamant? (PEDBE:) What elae do you remambezY 17- 18- 19- 20- 21- 22- 5. Aside from vanting you to buy them, what was the message the manufacturer was trying to get across to.ypu about TRUE? (PROBE:) What else? 23- ' 24_. _ . 25- = . ,_26-. . 27- - (IF'RESPONDENT SAYS "DON'T KNOfl" TO Q.S, SKIP TO Q.10.) . . 28- (HAND RESPONDENT CARD 6.)- 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) - Extuenely important ----- 6- - - Very important ------- 5 - - Somewhat important ----- 4 Somewhat uaimportant _ 3 Very unimportant ---- 2 Not at all important --- 1 7.. (NAND'gESPONDENT 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, vhichphrase on this card best describes how different you thiuk this -meseageisfromother cigarette advertising? (31) Extremely different ---- 6 . . Very different --------- 5 . Somewhat different ------- 4 - - Somewhat sinilar ----- 3 " Very similar ------- 2 Eatremaly similar ----- 1 9.(BAND RESPONDENT CARD 9.) + . Based on the message, which phrase on this card best describae your intereet in trying TRUE cigarettae?(32) ~ . Extremely interested' -- 6 - Very interested --- 5 gomeuhatinterested--- 4 . Somewhat diaintereated ----- 3 Very disinterested --- 2 Extremely disinterested - 1 ~ ?+

i4231SN (aSKALL:) 10.. Let's take a few seconds to look at the TRUE ad again. (B8POS8 FOR 5 SEGONDS AOID REMOVE. ) What do you think isthe mafn idea the manufacturer wants to get acroes ahout TRUE? (PROBE:) What elae4 3i- lla. 38- (OPEN PORTFOLIO TO- TRUE AD.) Is there anythiaginthe TRUE ad that you particularly lika? (39) (CONTINUE) - Yes ------ c=~ (SBIP TO Q.12a) -- go --- 2 ilh.What iethere iathe TRUE ad that you particularly like? (PROBE:) What elee?. -iee Ov al- X 42-3 Aa- aa- 65- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) . (CONTINUE) - Yee ------ I (SKIP TO Q.13a)- No --4CM 12b. What is there in the TRUE ad that you particularly dislike? (PBDBB:) What elae?.

#42318W 'i 14. noumany cigarettes ao you smoxe in an average uny+ (60) 9 or less (leas than 1/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) ------- 2 ' 20 to 29 (1 pack) - ----- A I 30 to 39 (1-1/2 packs)' ------ 4 40 ormore (2 packs or more) --- 5 CLASSIPLCATION ko~ , u. ju3t a Lev quescions for statistical purposes ouly.. Whu[ was che iast gnade uf school you~completed4 • (61) Some gramiar school (1st-7th grades) --- `1 Crammar school graduate (8Fh grade) --- 2 Some high school (9tA-llth gredes) --- 3 High school graduate (12th grade) ----- m Some college 5 College graduate or beyond ----------- 6 (lL1ND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? - (62) A. Under $1,500 1 B. $7,500 to 510,000 ------------- 2 . C. Over $10,000 to $15,000 ---- ----- 3 D. Over $15,000 to $20,000 -------- 4 . E. Over $20,000 to $25,000 ------ 5 . F. Over $25,000 - Refused --------- -___-__----- y 17. (1NDICATE'SEX.) ~ - (63) Male ---------------------------------- I Female ---- -------- --_-___----- . © ATTACN QUESTIONNALRE TOSCREENER. a

J -4r 442318W' 13a: What'one brand of cigarettes do you emoke most frequently? (DO NSTREAD BRAND NAMES.). ' THE STARRED'BRANDS MUST BE PRGBED': IF BENSON & HEDGES, ASK: "IS that Benson & Hedges, Benson & Nedges Lights, or "Multi-Filter" made by Benson & Hedges?" IFCAMEL, ASK: "Is that Cemel or Camel Lights?" IF' KENT, ASR: "Is tha.t Fant or Kant Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" _ IF L 6 J ASK: "Is that L & M, L & M Flavor Lights, or the longer L 6 M Lights 100®1" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Ligbts4" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Cold Filter or Old Gold LS fsT' IFPALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mi1dY" IF SAEM, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: ^Is that Tareyton, Tareyton Lights, or Tareyton Lov Tar Menthol7~ - - IF VICEROY, AS&:"Is that Viceroy or Viceroy Extra Mild?" - IF WINSTON, ASK: "Is that Winston or.Winston Lights?" . (52) ,upine -------- ----------- I Belair 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights -------- 4 *Benson & Hedges (Other)---- 5 Camel Lights -_____-__-_- 6 *Camel (Other) -------------- 7 Carlton --------------- 8 Chesterfield 9 Decade _------------ _0 (54) More 7 Newport Lights - --- -8 *Nevport (Other) ----------- 9 Now Old Gold Lights --- -- a *Old Gold (Other) ---------- y (55) Pall Mall Extra Mild - 1 *Pall Mall~ (Other) -- - 2 Parliament Ultra Lights ---- 3 *Parlissent tOther) -- 4 Phllip Norria -- -- 5 Raleigh Extra Mild --- 6 *Raleigh (Other) . - 7 Real ---- -__`- ---- 8 Salem Lighta -------'----- 9 *Salem (Other) ------- 0 Saratoga ----- _ Silva Thins ---------- y (56) Tall I Tareyton Lights --------^-- 2 Tareyton~Lnv Tar Menthol ------ 3 *Tareyton.(Other) - -------- 4 . (54) Vanguard'. ___~---__-_e- 6 .. Eve (53) Fact ------------ 1 Gauloiaee ------------- - 2 Iceberg 100's ------------3 Kent Golden Lights ------ 4 *Kent (Other) (:~P gool Super Lighte ----------- 6 gool Milds __- ______-__-- 7 *Kao1 (Other) ------- ------- B L & M Flavor Lights --------- 9 L S M Lighte 100= -------- 0 *L 6 M (Other) ------------ x Lark v Lucky Strike ---------------- 2 Marlboro Lights ------------- 3 *Merlboro (Other) ---------- 4 Max -------- - 5 . - Ot~er (SPECIFY): (57) ~ 1 pQ Vantage _____-_-_ 7 . Viceroy Extra Mild --- 8 *Viceroy (Other) --------- 9 Virginia Slims ---------- p` W1¢etoa Lighte --------- a - Merit. ---------------------- 6 *Winaton (Other) _______--___ y O . l3b• IB that filter ornon-filterP (58) ~ Filter ----- -----CP f., Non-filter 2 13c. Is that regular, king-size, 100® or the.extra-long 120mm4 (59) Regular ------- 1 ~ .t~ . - King-size . . 1pp®m 3 ~ ~ 120mm

/ NATIONALCONSENSUS'SUBVEYS . F42318W 801 Second Avenue Nev4ork, New York 10017 BAEDl: *{~Le~-wCes iC~~2.-G~ Grt~ PEONE $:~I6- 3( 7- f13 lS 1, Please take a few minutes to go through the advertisemente in this book. Pleaas take as much tine with each ad asyou aare-to.If you ordinarily wear reading `laasea,, you'll need them. (BAND RESPONDENT POKTFOLIO AND TAKE IT BACK BEFOBECONTINUING.). 2. Now, I'd lika to aak.you a few quastione about the ads in the book. What brands or products do you remember seeing ads for in the book4. (PROBE:) Any other brands? (DO NOT READ EITBEBBBAND NAMeS OR PRODUCT CATEGORIES.) GENERAL ADS Crest toothpeeta - Concord Watchee-- Coca Cola -------- 7 Amsne Eanga____-____-Q gmkAmaricard/VISA --- 2 Bayer Aspirin------- 3 Bolms Lavm Mover ---- 4 Budweiaer ------- 5 Canadian Club---- 6 CICAHETTEADS ('6' Dole Pineapple -- 1 Luke------ - General Electric Washer - 2 Golden Ligbta----- Nilton Eotele------ --~ Golden (Uasp.)-- 5 Kawarski --_---_-_~,J Kant Golden .:6_ Old Spice Pocket Cologne - 5 Kent Golden Lights- Polaroid Camera------ 6 Kent Lighte----- _8-_ - Singer Sawing Machines -- 7 Kent (Uaap.)-------_9 --- Taeter's Choica ----- 8 Lights (Unep.)---- 0 _ Weight Watchere ------- 9 True--------- s _,. Othar (SPECIFY): '. y (IF NO CIGABETTEBPANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGAEETTEBEANDS MENTIONED. SKIP TO Q.3b.) (IF ALL TNBEE CIGARETTE BBANDSNENTIONED, SKIP TOQ.4..) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASKt) Do you reermber my ads for cigarettes? (16)' Y.s --- Z---~"'I --WFiat brands do you remesDar seaing ads for2 ., . Any others? 3b. (16) Yea - - - - - - i--iWhat brands were they? Any others? (16) 3 No /2 / - Golden Lights ----- 4 Colden (Unsp.) --- 5 Kent Golden - - - - - - 6 Kant Golden.Lighte -- 7 Q Kent Lights ------- 8 ~ (Iy TKUEMENTIONEDIN Q.$ 3a, OR 3b, CONTINUE.) Kant Nasp.) ------ .. 9 ~ Lighte (Unsp.)--- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ' p TO Q 10 ) jrua . , Other (SPECIFY): - Yuke __-_--- 3 Golden Lights 4 5 Golden (Nnap.) Kent Golden - 6 Kent Golden Lights -- 7 g h ts - Kant Lig 9 Kent (Uuep.) (Uasa.~---~ 0 Lights True ------_____- z Other (SPSCIFY): . y No ---- 2-+! (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you memeffier my ads for any other brands of cigarettea7~ s