Tobacco Documents Online

.A 64231gW (ASK ALL:) 10. Let'e take a fevaeconds to look at theTEQE ad agaia• (EYPOSE POE 5 SECONDS ALIDEENOVE.) lla. Ji- . • n 71 . 11.'_ 33 ~ (~UMtls 0 r- :rA,~ h~)~~.. /~_ ~ - i1b. 36- 12a. What do you think is the maia idea the manufacturer wants to get acroea about -TEllE? (PEOEE:) What else? v ~ ~ 3s-S 38- (OPEN PORTFOLIO TO- TRllE- AD.) Is there anythingiathe TRUE ad that you particularly like? (39) What ia there in the What else? (CONPINOE) - Yes - -. (SKIP TO Q.12a) __ No TEUE ad that youparticularly like? (PEOEE:) - - 1 40- 41- 42- 43- 44- Ie there anything in the TEUE ad that you particularly dislike? 45- (46) 12b. What is thereia the What else? (CONTWUE)- Yae ------ 1 (SKIP TO Q.13a) - No ------~ TRUE ad that you particularly dislike? (PSOEE:)

/42318W 14. Nov many cigarettes do you smoke in anaverage day7. (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) -------~- ~ 30 to 39 (1-1/2 packs) --- 40 or more (2 packs or mure) -- 5~ CLABSIPICATIOTI aou, ,1usc a Eev quescions for statistlcal purposes only. 13. What vas che iasc grade uf school you~ completedl , (61) Some grammar school (lst-lth gradea) --- Z Craamar school graduate (aph grade) -- 2 somc high school (9th-lltb grades) --- High school graduate (12th grade)------ Bome college Collegegraduace or beyond ---------- b 16. (WiND RESPONDENT CARD' 16.) Again, just for classification purposes, which letter oo this card includes your total family income before taxeslaet year? - (62) - A. Under $7,500 ----------------1B. $7,500 to 510,000 -------------- 2 C. Over $10.000 to $15,000 ----- ---- Q . 0. Over $15,000 to $20,000 ------- 4 . E. Over $20,000'to $25.000 -------5 F. over $25,000---- -----------_- 6 , Refused --------- ---_-_---__ Y 17 (INnTYATF.VCY 1 (63) Nale ------ ------------ T---------- -_ ATTACH QUESTIONNAIRE TO SCREENER. 80-1 1

14 d4231gW 4. What do you remember about the TRUE, advertisement? (PBOBB:) What else . .. . . do you remember? 17- 18- 19- 2U- 21- 22- 5.Aside firomwanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE7 (PROBE:) What elee? 23- 24- 25- - _ . --_26- 27- (IF RESPONDENT SAYS "DON:'T KNOW" TO Q.5, SKIP TO Q.10.) - 2B (NAND 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) ]. describes how believable this is to you? _ (30) ' . • . Extremely believable ------6 Very believable ---------- 5 Somewhat.believable ----- 4 Somewhat unbelievable----- 3 Very unbelievable ------- 2 ffitremely unbelievable -- 1 8. (HAND RESPONDENT CARD 8.) ' . . .. And, whichphrase on this card best describes how different you think this message.isfromother cigarette advertising? ..: _. .,__.._. . (31) Extremely different --- 6 Very different ----------- 5 Somewhat different -------- 4 Sonevhat similar ---------- 3 • Very similar ---------- 2 Extremely similar ---- 1 Again, thinking about the advertising message, which phrase on this card best 9.. (HAND RESPONDENT CARD 9'.) a Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested ------ 6 - Very interested -------- 5 Somewhat interested'---___ 4 Somewhat disinterested ---- 3 Very disinterested ----- 2 Extremely disinterested - 1 N T ~ ~ (o m N . Bxtaemely important ----- 6 . Very important --------- 5 Somewhat important 46omewhat unimportant ------ 3 Very unimportant - -- 2 - Not at all important ---- 1 _' (HANDRESPONDENT CAIU) 7.)

. NATIONAL CONSENSUS SURVEYS ,i'4 $01 Seeond Avenue New York, New York 10017 Concord Watchee--- Crnt toothpaste ---- NANE: fo u . f S YJ' . J~P Q) F f _ PNONB6: 1, Please take a few ninutes to go through the advartiseueata in this book. Pleaaa taks ae much time with eech ad as you aars_to. If you ordinarily wear reading glaseas, you'll needthem. (EAND 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 brandeor products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NANESOR PRODUCT CATEGORIES.) GENERAL ADS Coca. Cola Budweiser Canadian Club------ Bolans Lawn Mower - Ba^wa^atlcard/VISA -- Bsyer Aspirin_____-- Amana Range------ Dole Pineapple ----'.~ General Electric Waahe `7r NiltonHotels --------~ Rawesaki ---------- 4 Old Spice Pocket Cologne - 5 Polaroid Camera------- Singer Sawing Machines --- Taeter'a Choice -----^ 8 9 Weight Watchers ------- 9 942318W 13- 4 CIGARETTE ADS (14) 3 Golden Lights-- Golden (Unsp.)--- S Kent Goldet----- 6 Kent Golden Lights- 3` Eent Lights----- _8 Eent (Unap.)----- 9 Lights (Unap.)---- 0 Other (SPECIFY): l'.Rre.j;~ .~ (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDSMENTIONED, SKIP TO Q.3b.) (IF ALL TEREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) ' 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASEO ' Do you remember any ads for cigarattes7 (17)" Yas brands do you remeeber eraing ads for? Any others? . . ... . .. .. R:!{tA- '" tuke --------- 3 Golden Llghta ---- 4 Golden (Unsp.) --- 14nt Golden ------ 5 6 Kent Golden Lights - 7 Kent Lights ----- B gent (Unep.) ------ 9 Lights (Usse.)----- 0 Trua - >r Other (SPECIFY): - y 3b. No ------+ 2-') (SKIP TO Q.10) (IP "ONE" OE'"TWO"CIGAREITE BRANDS NENTIONED,. ASK:) Do you remenbereny ads for euy other brands of cigarettes? (66) Yes ------- 1--I~What brands wera they? Any others? (16) 3 No ---------- 0 Golden Lights ----- 4 Golden (Unap.) ---- g Kent Golden ----- 6 Kent Golden Lighte - 7 0 Kent Lights ------ 8 FA (IP TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) L4nt (Unep. ) ----- 9 16 Lighte (Unap.)---- 0 ra (IF TRUE NOT MENTIONED IN Q.2, 3a, OR'3b, SKIP (D TO Q ) 10 -S . . Other (SPECIFY): y

..,. r . -4- . . 3423181T t 13a. What one brand of cigarettes do you emokemost.frequently? (DO NOT READ BRAND NAMES.) '- .. THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK:. "Is that Benson e Hedges, Benson & Hedgee Lights, ' or u11~7 ti-Filtr"'made by Benson,& Hedges?" IF CAMEL, ASK: "Iethat Camel or Camel Lighte?" IF KENT, ASK: "Is tlµt Ysnt or Kent Golden Lights?" IF KOOL, ASK; "Ia that Kool, Koo1 Milds, or gool Super Lights4°IF L & M, ASK: "Is that L & M, L & M Flavor Lighte, or the longer L& MLighte 100®?" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IFOLD,GOLD, ASK:"Ia that Old Gold Filter or Old Gold' Ligh~ IF PALL MALL, ASK: "Ia that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parlianent Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEH, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is that Tareyton, TareytonLighte, or Tareyton Low Tar Menthol?Tr IFVICEgOYy ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpine ----------------------- I Belair ------- ---------- 2 Multi-Filter By. Benson & Hedges 3 Beneon & Hedges Lights ------ 4 *Beneon & Hedges (Other) --- .-- 5 Camel Lights ------- ------ _ 6 *Camel (Other) ---------------- 7 Carlton _-_-_______-__-_-- 8 Chesterfield ---------------- 9 Decade 0 Doral ----- --x Eve _________________________-(Sy) Fact -_-_-_--------- --_ 31 G a u 1 o i s e e - - - - - - - - - - - - - - - - - - 2 Iceberg 100's --------------- 3 Kent Golden Lights -------- 4 •Kent (Other) 5 Kool Super Lights ----------- 6 Kool Miids ---- ---------- 7 •Kool (Other) --------------- 8 L & N Flavor Lights -------- 9 L & M Lights100mm --------- 0 *L &M(Other) ------------ x Lark ----------- ------ -___-_ v (54) Long .Tohns -------------------- 1 Lucky Strike ----------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------ 4 M ax ------- -_------------ _ 5 Merit ----------------------- 6 (54) Newport Lights-------------- 8 •Nevport (Other) --------- 9 Now _--_--___---~__- 0 Oid Cold Lights --------- x *Old Gold (Other) --------- y (55) Pall Mall Extra Mild -- 1 *Pa1l Mall (Other) -----^-------~2 Parliament Ultra Lights ------ 3 *Parliament tOther) ------ 4 Philip Morrie -- ---- 5 Raleigh Extra Mild ----- 6 *Raleigh (Other) -- --- 7 Real ---- -_8 Salem. Lights 9 *Salem (Other)----------------- 0 _ Saratoga -----__--_'^----- X Silva Thins ------------- 7 (56) Tall ___-___-_--__---------- I Tareyton Lights -_____2 Tareyton Low Tar Menthol ---- 3*Tareyton (Other) 4 True ----- -5 Vanguard 6 Vantage -_____7 Viceroy Extra Mild ------------- 8 Wiceroy (Other) 9, Virginia Slims ----------- - 0 Winston Lights -------------- x *Winston (Other) -------------- y Other (SPECIFY): (57) ! 1 13b• Is that filter or non-filter? Filter -------- (58) ) M Non-filter -- rl:42 13c. Is that regular, king-size, 100mm or the extra-long 120mm? (59) ~ . gegular ---------- 1 00 .. King-sire @~T l00um 3 .. 120mm -----__----- 4