Tobacco Documents Online

#42318W 14. How many cigarettes do,yousmoke in an average day7' (60) . 9 or lese(less than1/2 pack) ------ 1 M to19 (1/2 pack to 3/4 pack) ---~= ~,~ 20to29 (1 pack) ----- -- (~~- . 30co39 (1-1/2 packe) -^--- 4 40 or more (2 packs or mere) - -- S CLAS9:FICATION Rou, Judt a iev.quescions for statistical purposes only. 73r What Waa the laat grade of school you completed? • (61) Same grammar school (1at-7th grades) --- -1 Cravuoa[ school graduate (8tb grade) --- 2 Somehigh school (9th-11thgradee) ----- 3 -----Q High.school graduate (12th grade) Somecollege----------------------__- 3- Collegegraduate or beyond'------------ 6 (INND RESPONDENT CARD 16.) • .- - 16. Agatn, just for classification purposes, vhichleCter on-thle cardtncludee l - your tota family income before taxes last year? . (62) A. g. Under $7,500 -------------------' $7,500 to S10,000 ------------ 1 2 C. Over $10,000 to $15,000 ---------- 3 . D. 000 to $20.000 -------- Over $15 4 . , , . . E.Over$20,00D to $25,000 ------__Q F. Over $25,000 ------- ----------- 6 . Refused ---------- -""---_-_- y 17. (1NOTCATE SEX.) (63) Male ----------------------- ------- -- 1 Female --_____--------_~ ATTACN QUESTIONNAIRk TOSCREENER. 80-1

f42318W (ASE.ALL:) 10. Let's take a few eecondsto look at the TRUE ad again. (EfyOSB FOR 5 SECONDS APEID RP.NOVE. ) What do you think ia the main ideathe manufacturer veate to get across about -TR~QE?(PROBE:)' What else? ~L1[ L.t i[.C~ ,<.<?/ 33-9. (OPEN PORTFOLIO T0TRUE AD.) Ila. Is there anything in the TRUE ad that you particularly 11ke? . ' (CONTINUE) - Yea - (sKIP TO Q6f2a) -- No ----~ 11b. What ie there in the TRUE ad that you particularly like? (PROBEo)- What else? 12a.. -12b. Is there anything in the TRUE ad that you particularly dislike? (CONTiN17E) (SKIP TO Q.13a) ~ Yea __ No What is there ta the TRUE ad that you particularly dielike?~ (PgOBE:) What else? . . 3#- 97- 38- t 46- 45-

A42318w 4. What do yom remember about the TRUE advertisement? (PEOEE7) 41h;t alae do you ;gmpber?. . 17- 18- 19- 20- 21- 22- 5.. Aside from wanting you tobuy them, what was the message the manufacturer was trying to get across to yQu about TRUE? (PROBE:) What else? 23- ' ~ ~ .24- ~~ _ _ ~~ - ---25-.~. 26- 27- 6.. (IF RESPONDENT SAYS "DDN'T KNOW TO Q.5, SKIP TO Q.10.) - (HAND RESPONDENT CARD 6.) Thinking about what you've just told me about the advertising message, what 28 phrase on this card best describes how important this is to you? .{29) Extnemely 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 phraseoa this card best describes how believable this is to you? - (30) Extremely believable --- 6 Very believable ------ 5 . Somewhat believable ----- 4 - Somewhat uabelievable --- 3 Very unbelievable ------- 2 - Extremely unbelievable ---- 1 8. (NAwD RESPONDENT CARD B.) And, which phrase on this card best describes how different you think this mesaage is from other cigarette advertieing?(31) - Extremely different ----- 6 . Very different ------- 5 Somewhat different ------- 4 Somewhat similar ------ 3 Very similar --------- 2 Eztremely, esimilar -------- 1 9. (HAND RESPONDENT CARD 9.) . Based on the message, which phrase on this card best describes your intereet In trying TRUE cigarettes? (32) Extremely interested ---.6 Very interested -------- 5 Somewhat interested ----- 4 Somewhat dieintereeted --- 3 Very disinterested ----- 2 M Extremely disinterested -- 1 ~ LJ (D ~ ~

~.1 1 ,. -4- 142318W 13a.. What one brand of cigarettes do you amokr most frequently7(DO NOT'gEAD BBAHD NAMES.) I THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Nedgee, Benaon & Hedges Lighte, or u1M~ ti-Filter"'made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is that gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kcol, Koo1 Milds, or Kool Super Lights?" IF L d M, ASK: "Is that L SM, Lfi M Flavor Lights, or the longer L d M Lights 100am?"' IF MARLBORO, ASK:"Ie that Marlboro or Marlboro LightsT" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IFO`..DGOLD, ASK:"Ie that Old Gold, Filter or o1d.GO1QLights7'r IF PALL MALL, ASK: "Is that Pall Mall or Pa11~Ma11 Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lighta?" IF RALEIGg,ASK: "Is that Raleigh or Raleigh Extra Mild1" IF SALEM, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lightsy or Tareyton Low Tar Menthol7R _ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF HINSTON, ASK: "Is that Wineton or Winston Lights?" '(52) Alpine ------ _--------------- 1 Belair ----- --__-------- -__ 2 Multi-Filter By eenson & Hedges 3 Bensom & Hedges Lights ----- 4 *Benson & Hedges (Other) ----- 5 Camel Lights ------------ 6 *Camel (Other) 7 Carlton 8 Chesterfield ------------ 9 1 2 3 4 5 6 7 x (54) Long Johne ------------------ 1 Lucky Strike.----------------- 2 Marlboro Lights-------------- 3 *Marlboro (Other)'~---------- 4 Max -__--------- - 5 Merit ------------------------- 6 L & M Lights 100® -------- *L 6 M (Other) --------^----- *Kool (Other) ----- ----- ---- L 6 M Flavor Lights ------ - Fact ------------------------ Gauloises ----------------- Iceberg 100's ---------------- Kent Golden Lights ------ *Kent (Other) _------ - ----- - Knol Super Lights ----------- Kool Miids ------ ---------- - DOral ----------------------- x Eve -____y (53) (54) More --__---__--.~_~ 7 Newport Lights - -- - 8 *Newport (Other) -- --- 9 Now 0 Old Gold Lights --- -- x *Old Gold (Other) -------- Y (55) Pall Mall Extra Mild ---- 1 *Pall Mall (Other) - --- 2 - Perliasent Ultra Lights --- 3 *Parliament fOtber) - -- 4 Philip Morrie-- --- 5 Raleigh Extra Mild 6 *R.aleigh (Other) - -- 7' Real -__-__-_-~--- 8 Salem Lighti 9 *Salem (Other) ---------- 0 Saratoga --^- ------ x Silva Thine ------------ y (56) Tareyton Lights-------- 2 Tareyton Lor Tar Menthol ----- 3- *Tareyton (Other) --------- 4 True ___-~----__--__ 5 Vanguard ---------------- 6 Vantage 7 Viceroy Extra Mild ------+-- g *Viceroy (Other)--------- 9+ Virginia Slime------------- 0Nineton Lights ----------- x *Winston (Other). --------- Y Other (SPECIFY): (57) t 13b. Is that filterot non-filter? 13c. Is that regular, king-size, 100xuor the extra-long 120mm? ' 1 Filter ------ Non-filter ----- ~ 2 O (59) ~~ Regular Cj King-size. loUm CA 120mm -------- 4 O

f ~i NATIONAL~CONSENSUS SURVEYS 142318W. 801 Second Avenue New York, New York 10010 ~I( 13- 4 PHONE d:7JZZ - 7,31f0 1, Please tafce a few minutee too go through the advertisements in this book. Please take as .uch time with each ad aa you aara_to. If you ordinarily wear reading glaesaa, you'll need them. 2. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Now, I'd like to ask.you a few questions about theada So the book.. What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NA!ffiSOR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Ranga_-_------- 1 Dole Pineapple --------- 1 Luke------- 3 BaukAmsricard/YISA --- 2 General Elsctric Washer - 2 Golden Lights--- Bayer Aspiria------- 3 Hilton Hotels -------~ Golden (Unep.)--- 5 Solana Lawn Mower --- 4 Kawasaki ------------ 4 Kent Golden----- -6 - Budweissr ----------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 1--' Canadian Club------ 6 Polaroid Camera------- 6 Kent Lights----- _8 Coca Cola ---------- 7 Singer Sswing Machines --- 7 Kent (Unap.)---- 9 Concord Watches----- g Teeter'a Choice -------- 8 Lights (Unep.)--- 0 Crest toothpaste --® Weight Watchere -------- 9 True---------- ~ other (SPECIFY): 7 (IP NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDS!ffiNTIONED, SKIP TO Q.3b.) (LF ALL THREECIGARETTE BRANDS MOTIONED, SKIP To Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) . -- Do you remember any eds for cigarettes? ... . .. Y4. ---I W~iat brands do you remember seeing ads for? `v Any others? ._ Golden Li hts ----- 4 Golden (Unsp.) ---- 5 . Kant Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ------ 8 Kent (Uaep.) ----- 9 Lights (Uasp.)---- 0 z - . ther (SPECIFY): o ~ lJA~t ~ Q No - 2-'l (SKIP TO Q.1D) ~ ~~ ~~ (IF "ONE" OR"TWO" CIGARETTE BRANDS MENTIONED, ASK:) K/'t.t•K-r 3b. Do you remember any ads for any other brands of cigarettes? (16) Yes ---- -- 1-- AlWhat brands were they? Any others? (16) 3 Golden Lights ----- 4 No 2 Golden (Uoep.) ---- 5 Kent Colden ------- 6 Kent Golden Lights-- 7 Kent Lights ------- 8 0 (IPTRUE MENTIONED IN Q.$,3a, OR 3b, CONTINUE.) Kent (Unep.) ----- 9 ~ Lighte (Unsp.)---- _ 0 W (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP (O TO Q 10 7iue _--------- : . ,) .. Other (SPECIFY): y