Tobacco Documents Online

#42318W 14.- How many cigarettes do you smoke in an average day? ' (60) . 9 or less (lese than 1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) ----- Q 20 to 29 (1 pack) --------------- 3 30 to 39 (1-112 packe) ------'- 4 40 or more (2 packs or more) - --- 5 CLASSIHICATION Aow, ]uat a.5ev queycions for statistical purposes oaly.. 15. Hhat waa the 14st grade of achool you' completed? , (61) Some gramsr school (lst-7th gradCa) --- -I. Crammar achool graduate (8th grade) ---- 2 some high school (9th-11th gradea) ---- 3 High school graduate (12th grade) ------ 4 Some college ------- -------------- •(Q College graduate or beyond ----------- 16. (HAND RESPONDENT CARD' 16.) . Again, just for classification purposes, which letter on this card includes your total family income before toxes~last year? - _ (62) A. Under $7,500 -----------------1 - 8. $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 ------- S F. over $25,0E0'------------------ a;? ~ Refused -------------- ---_----_ Y 17. (iNDICATESEX.) (63) Male ------ ----------------- 1 . . Female _-__--_-__--_-_--------- 4xl> ATTACH QUESTIONNAIRE TO SC%EENER. a O N

v _2- 042318G1' 4. What do you remember about the TRUE advertisement? (PPDSE:) Vhat elae do you remember? . . . . 17- 13- 19- 20- 21- 22- 5. Aside from vantingyou to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PROBE:) What else? 23- - - -24-_. .. --_25-.-.__ .. .. -..26- 27- _ (IF RESPONDENT SAYS "DON'T KNOk°` 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 1s to you? ,{29) Extaemely important ---- 6 Vary 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 phrase on this card best 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. (HANDRESPONDENT CARD 8.) - And, which phrase on this card best describes how different you think thie message is from other cigarette advertising? (31) Extremely different ----.6 Very different --------- 5 Somevhat different ----- 4 Somewhat sinilar -------- 3 Very slmilar ------ 2 Extremely similar ---- 1 9. (HAND RESPONDENT CARD 9.) + Based',on the message, vhich.phrase on this card beat describes your intereet in trying TRUE cigarettes? - (32) gmtreme interested --- 6 Very int reeted---^-- 5 Somewhat interested --- 4 Somewhat disinterested ---- 3 Very disinterested -- 2 Eztremely disinterested -- 1 N fD W

#42318W (ASK ALL:) . . 10. Let's take afev eeconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS 618) REMOVE.). What do you think is the main idea the menufacturer venta to get acroes about TRUE? (PROBE:) What else? - • 3} 9 /J2<e.-1 ZZZ 2..35-1 - ~ --- - ~- 38- - (OPEN PORTFOLIO TOTRUE AD.) lla. Is there anything intheTRAE ad that you particularly like? -- . ~3 . (CARTiBQE) __ Yes ~~ .. (SKIP TO Q.12a)--- Ho 2 11b. What is there in theTRBE ad that you particularly like? (PROBE:) -- What else? . - 42-~ ~3< 44- 45- 12e.. Is there enything.in the TRUE ad that you particularly dislike? (46) (CONTIWRE) - Yes ------ (SKIP TO Q.13a) - Ro 1 What is there in the TRUE ad that you particularly dielike?, (PROBE:) What else? . 7- h 5 - 5 - a O r ~ w w ~

P NATYONAL CONSENSUS SURVEYS ~ 801 Second Avenue NevYork, New York 10017 NAME: J 13- 4 PHONE. P: 1,0 °7- 1, Pleasa take a few minutes to go through the advertisements in this book. Please take aemuch time with each ad as you eera_co. If you ordinarily wear reading 2. B,lassag, you'll need them. (EAND RESPONDENT PORTFOLIO AND TAEE IT BACK BEFORE CONTINUING.) Now, I'd like to ask you a few questions about the ada in the book. What brands or products do you remember seeing ads for in the.bookT (PROBE;) Any other brands? (DO NOT READ EITHER BRAND NANES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) .1m.na Range---- -____ 1 Dole Pineapple. - gankAmericerd/VISA -- 2 Bayer Aepirin----- -~ Bolans Lawn Mome `-tir Budueiser 5 Canadian Club------ 6 Coca Cola -------- 7 General Electric Washer Hilton Hotels -------- 3 Kawasaki -------------- 4 Old Spice Pocket Cologne - 5 PolaroidCamera-------- 6 Singer Saeing Machines --- 7 Golden Lights----- Golden (Unsp.)--- 5 Kent Goldan---- _-6 .- Kent Golden Lights- 7_--= gent Lighte----- S Kent (Unap.)---- 9 Concord Watches------ 8 . Tester's Choice ------e~ Lights (Unsp.)---- 0 Crast toothpaste -- 9 Weight Watclurs --------- 9 Other (SPECIFY): (IF NO CIGARETTEERANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IP ALL THREECIGARETTE BRANDS lD;NTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15), - Yas ---=-~'I -3r~iat brands do you remember seeing ads for? Any others? . Golden Lighta ---- 4 Golden (Unsp.) 5 Kant Golden ------6 Kent Golden Lights -- 7 Yent Lights ------ B Kent (Unep.) 9 Lighte (Unee.)------ 0 True -- z Other (SPECIFY): P 10) N 2 S IP TO o ------+ )( K Q. 3b. (IF "ONE" OR "TWO" CIGARETTEBBANDS MENTIONED, ASK:) Do you remember eny ada for any other.brands of cigarettes? ( Yae --------- --)What brands rare they? Aay-othere7. (16) ~ No _______ 2 (IPTRUE MENTIONED IN Q.j, 3e, OR.3b, CONTINUE.) (IPTRUE NOTNENTIONED IN Q.2, 39, OR 3b, SKIP TO Q.10.) Golden Lights ---- Golden (Unsp.). ---- 5 Nent Golden ---- 6 Kent Golden Lights.-- 7 0 Kent Lighte------- 8 ba Kent (Unep. ) ----- 9 (~1 LSRhce (Umep.}----- 0 m True 3 Other (SPECIFY): 04231BW y

~) . -4- /42318W' 13a. What one brand of cigarettes do you smoke most frequently?. (DO NOT READ BRAND NAMES.) THE STARREDBAANDS MUST BE PROBED: . IF BENSON & HEDGES, ASK:"Is that Benson A Hedges, Benson & Hedgea Lights, orul~ ti-Fllter"'made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT', ASK: "Ie that gant or F.ent Golden Lights?" IFKOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" . IF L & M, ASK: "Ia that L & M, L 6 M Flavor Lights, or.the longer L & M Lights 100mm7" IFMARLBOBO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Ia that Newport or Newport Lights?" IF OLD.6oLD, ASK: "Is that Old Cold Filter or Old Go1d Lights?" IF PALL MALL, ASY: "Is that. Pall Mall or Fall Mall Extra Mild?" IF PARLIAMENT, ASKc. "Is that Parliament or Parliament Ultra Lighta7" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?"' - IF'SALFM, ASK: "Is that Salem or Salem Lights?" - - IFTAREYTON', ASK: "Is that Tareyton, Tareyton Lights, orTareyton Lov Tar Menthol?R. _ IF VICEROY, ASK: "Is that Vieeroy or Viceroy Extra Mild?" IF WINSTON, ASK; "Is that Winston or Winston,Lighte?" (52) Alpine ---- ----- 1 Belair ---- -_2 Multi-Filter By Benson 6 Hedges 3 Benson & Bedges Lights ----- '~ *Bensson S Hedges (Other) ---- 5 Camel Lights ------------- 6 *Camel (Other) ------------ 7 Carltan --------------- ------ 8 C h e e t e r f i e 1 d - - - - - - - - - - - - - - - - 9 DOZal -- x Eve ___------ --------- ---- - y (53) Fact ---------- -_-_------- - 1 Caulolsee ------------------- 2 Iceberg 100's -------------- 3 Kent Golden Lights --------- 4 sKent (Other) - _-___-__5 Kool Super Lights --------6 Kool Milds ----- ------ ----- 7 *Kool (Oaher) _------- ------ 8 L.6 MFlavor Lights -------- 9 L.S M Lights lOUmm --------- --- 0 *L.6 M (Other) --------------- x Lark y (54) Long Johns------- -___-___- 1 Lucky Strike ----------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ----------- 4 M - ______5 Merit ----------------------- 6 (54) More --_-__,------- 7 Nesport Lights -------- 8 *Nevport (Other) -- - 9 Old Cold Lights ---------: *Old Gold (Other) ------------ y (55) Pall Mall Extra Mild 1 *Pall Mall (Other) - - 2 Parli®ent Ultra Lights ----- 3 *Parliament (Other) - -- 4 Philip Morris - --- 5 Raleigh Extra Mi1d' ------ 6 *Raleigh (Other) 7 Real -_~_-- ~-_ 8 Sal® Lights -------------_ 9 *Salem (Other) --------- 0 Saratoga --- ----- x Silva Thins ------------ y(56) Tall 1 Tareyton Lights ----------- 2 Tareytan Low Tar Menthol --- 3 •Tareyton (Other) ------ ----- 4. True ---- ------ 5 Vanguard 6 Vantage 7 Viceroy Extra Mild --------- 8 *Viceroy (Other) ----------- 9. Virginia Slims -------- 0 Winston Lights --__----- _-_ x *LMneton (Other) ----------- y Other(SPECIFY): (57) E 1 13b. Is that filter or non-filter? (58) 13c. Filter -------- Non-filter ---- 2 N Is that regular, king-size, 100nm or the extra-long 120®7. (59) m t.i Regular ----- I C4 King-etze ----- 2 100mm --------Q;)00 120mm 4.