Tobacco Documents Online

#42318w (60) 9 or leas (less than 1/2 pack) --------- 1 10 to 19 (1/2 pack to 3/4 pack) 2 20 to 29 (1 pack) ----------- 330, to 39 (1-1/2 packs) -------- :!fD 40 or more (2 packe or more) -^- 5 14. 73owmany cigarettes do yov.smoke in an average day? CLASSIFICATION No«, juac a iew.questione for statistical purposes only. u• What way the last grade of school youu completed7 • (61) Some grammr school (lst-7th gradee) --- '1 Crammareehool graduate (8th grade) ---- 2 Some high school (9th-llth Rrmdes) ---- 3 High school graduate (12thgrade) ------ 4M> Some college ----------__------- --_ 5 eollege graduate or beyond ------- ------ 6 (UdND RESPONDENTCARD 16.) 16. Again, just for classificatlonpurposes, which letter on this card includea your total family income before taxes last year? (62) . A. Under $7,500 - ----------------1 8. $7,500 to 510,0 00 ----------- 2 C. Over $10,000.to $15,000 ----- ---- 3 . D. Over $15,000 to $20,000 - - - - - - - 4 E. Over $20,000 co $25,000 5 . F . 0 v e r $ 25,080 - - - - - - - - - - - - - - - ~~ 17. (1NDPCATE SEX.) - (63) Mele ______________________- ------- -_ 1 . Female (9> ATTACH QUESTiONNAPRR TO SCREENER. ~ . Refused -------------- -_------- y

E423IBW (ASK ALL:) 10. Let's take a few secandsto look at the TRUE ad again. (ESPOSE POB 5 SECONDS 6tE1RffiHOVE.) What do you think ls themaine idea the maaufacputer wants to gat across about TRUE? (PROBE:) /W~hat else? 33-~ 3 38- (OPEN PORTFOLIO TO- TRUE..dD.) 11a. Is there anything in the TRUE ad that you particularly like? (CONTINUE) - Yea (SKIP TO Qs12a) -- No - 116. What is there iuthe TRiIEad that you particularly like? (PROBE:) What else? .- t ic rf- 41-~ 42-vy3 -A-3-- 44- - 12a. Is there anything in the TRIIEad that you particularly dislike? 45(46) (CONTINUE) - Yee ----- 1 (SKIP TO Q:13a)-- No ----- a .2b. What ia there in the TRIIE' ad that you particularly dielike?(PROBE:) What else? 4 4 5

A42318W 4. What do you remember about the TRDE'advertLsemeat? (PROBE:) What slae do you rem.mber? 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yquaboub TRUE? (PROBE:)~ What else? 23- . . --..~24-_ -_ 25- _. . .. ..---26- _ 27- - (IiF RESPONDENT SAYS "DON'T KNOW"'TO Q.5, 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 best describes how important this is to you? .(29) . Ectnemely important ---- 6 . Very important ---------- 5 .. Somewhat importent - 4 . - Somewhat unimportant ---- 3 Very unimportant ------- 2 Not at all important ---- 1 7. (BAND RESPONDENT CABD 7.) Again, thinking.about the advertising message, which phrase on this card best describes how believablethia 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 8'.) . . . ' Md, which phrase on tpls card beat describes how different you think this message is from other cigarette advertising? (31) Extremely diEferent ------6 Very different -------- 5 Somewhat different ------- 4 Somewhat eimilar --------- 3 • - Very similar ---- -- 2 Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9.) a Baeed on the message, which phrase on this card beat describes your interest 1p ' C32) ' trying TRUE cigarettes? Extremely interested -----6 Very interested - - - - - - - - 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested -------- 2 Extremely disinterested --- 1 M m L.7 W ~

,,NATI,pNAL,CONSENSUS SURVEYS 842318W ~ 801 Second Avenue New York, New York 10017 13- 4 'B4 / 7 K k7 . Please.4akea few miautes to go through the advertisements in this book. Pleaaa take aa much tine with each adaa you aare_to..If you ordinarily wear reading glaaaae.. you'11 need thea. (BAND RESPONDENT PORTFOLIO AND TAKE ITEACK BEFORECONTINUING.). 2. Now, I'd like to ask you a few questions about the ads in the book. What brands or products do you remem6ar seeing ads for 1n the bookt. (PgOBE:) Any other brands? (DO NOT READ EITBERBRAND NAPMESOR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Range------------ 1 Dole Pineapple ------_.~l Luke-------- 3 BaakAmrricard/VISA --- 2 General Electric Washer _~~ Golden LSghts---- 4gaysr Aspirln--------- 3NSlton Hotels --- 3 Golden (Unap.).--- 5 ' ___-- Bolene LawnNower ---- 4 Kawaeaki ----------- 4 Kent Goldsn------- -6 _ - Budweisgr ----------- 5 Old Sp1cePocket Cologne - 5 Kent Oolden Lights- f--_- . Canadlan Club------ 6 Polaroid Camera--------~ Kant LSghts------_ g_ - Coca Cola ____ - ____ 7 Singer Sewing Machines --- 7 Kent (Uorp:)--- 9 -~ Concord Watchee:----- 8' Taeter'a Choice -------~ Lights (Unsp.)---- _ 0_- Crest toothpaste ---~ Weight Watchers 9 True------------ _ ." 0 ~S CIFY (IF NDCIGARETTE BRANDS l4NTI0NED'ABOVE, ASK Q.3a.) - (IF'ONLY ONEOR TWO CIGARETTE BBANDSMENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP To Q.4.) 3a. (IF NOCICARETTE BRANDS MENTIONED ABOVE, ASK:). . Do you remember any ads for cigarettes? U5Y' Yes--- brands do you rememEar aasing ads for7Any others7 ' 3b. . . . .. ~~"., tukn ----_-_-_-- 3 Golden LS hta 4 g Golden (Unep.) ---- 5 Kent Golden 6 Kent Golden Llghts -- 7 Kent Lights 8 Kent (Unep.) 9 Lights (UnaP.)-- - 0 True ---------- x other (SPECIFY): y No -----+ 2--> (SKIP TO Q. 10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember aany ade for any other brands of cigarettes? (16) Yes ------- 1----3,Wbat brands were they7Any others? (16) 3 No __________ 02 Colden Lights --- 4 folden (Unap.) ---- 5 Kent Colden ------ 6 p Kent Golden Lights -- 7 1,1 geat Lights -------- 89D (IF TRUE MENTIONED IN Q.$,3a, OR 3b,CONTINUE.) Keat (Unep.) ----- . 9~ L1 hts (Onsp.)---- 0 . (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True TO Q IO . ,) Other (SPECIFY):

^ -4- t42318Y- 13a.. What one brand of cigarettes do you smokenast frequently? (DO NOT READ BRAND - NAMES.) THE:STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK:. °1e that Benson & Hedges, Benson & Hedges Lights, or ul°made by Benson & Hedges?" IF CAMEL, ASK: "Is that Caael or Camel Lights4" IF KENT, ASK: "Ia ttlat Yent or gant Golden Lights?" IF gOOL, ASK: "Is that Kaol, Koo1 Milds, or Eaol Super Lights?" IF L & M, A'SK:"Is that L & N, L& N Flavor Lights, nr the longer L 6 M Lighte 100mm7" - IF MARLBORO, ASK: "Ie that.Marlboroor Marlboro Lights?" IF NEWPORT,. ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Gold LigB- tsT'~ IF PALL MALL, ASK; "Is that. Pall Mall or Pall Mall Extra Mild7" IF PARLIAMENT, ASA:"Is that Parliament or Parliament Ultra L.ightst" .. .- IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALBM, ASK: "Is that Salem or Salee LightsT" ., - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lighte,, or Tareyton Lor TarMenthol7~ - IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _IP WINSTON, ASK: "Is that Winston or.Winscon Lights?" . (52) Alpine ___________1 Belair -------- ----------- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights -------- 4 *Beneon 6 Hedges (Other) ----- 5 Canal~Lighta 6 *Camel (Other) -------- 7 Carlton --------------- B Chesterfield ---------- ® Decsde.----------------- ____ 0 Doral ---------- _x Eve Fact --______-_____________- 31 Gauioisea ------------------ 2 Iceberg 100's 3 Kent Golden Lights ^------- 4 *Rent (Other) _-____-------- 5 Kuol Super Lights ---------- 6 Kool Miids. -------------- 7 *Kool (Other) -___-__~---- 8 L& N Flavor Lights ------- 9 L & M Lights 100mm------- 0 *L & M (Other) ------------ x Lark _____---~___-__- V (54) Long Johns -__________________. 1 Lucky. Strike ----------------- 1 Marlboro Llghts-------------- 3 •Marlboro (Other) ------------- 4 M - ---------- -Y---------- 5 Merit ___------- ------- ---- 6 (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 Parlienent Ultra Lights ---- 3 *Parliaseat tOther) ---- 4 Philip Morris ---- ---- - 5 Raleigh Extra Mild --- 6 *Raleigh (Other) -- -- 7 Salen. Lighy -- 9 *Salem (Other) ------^- 0 Saratoga -------------- x - Silva Thins -------- y (56) Tall 1 Tareyton Lights ---------- 2 Tareyton Loa Tar Menthol ----- 3 *Tareyton (Other) ------------- 4 Vanguard ------^--------- 6 Vantage 7 Viceroy Extra Mild ------------- 8 *Viceroy (Other) -------- 9, Virginia Slfma ------------ 0 Winston Lights -----~------ x *Winston (Other) -------------- yOt er (SPHCIFY): (57) 1 13b. Is that filter or non-filter? (58) 13e. Filter ---------- 1 Non-filter -----b o Is that regular, king-size, 100am or the extra-long 120mn4 (59) ~ 1 W . Regular _______- . Ying-eize (J 100m ------- 3 !3 120m 4 C,