Tobacco Documents Online

/42318W 14. How many cigarettes do you smoke in anaverage day? ' (60 9'or less (less than 1/2 pack) 2 10 to 19 (1/2 pack to 3/4 pack) 20 to 29 (1 pack) ------------ 3 30 to 39 (1-1/2 packs) 4 . 40 or more (2 packs or mnre) -- 5 CLASSIPICATION how, J u. atc a:ew questions for statistical purposex oaly. Nhat vae the last grade of school you, completedT • ' . (61) . Soae graumar school (let-1th grades) --- 1 Graamar school graduate (8th grade) ---- 2 .. Some high school (9th-llth grade$) --- 3 '. Nigh school graduate (12th grade) ------ 4 Some college ColLege graduate or beyond ------ ----- (HAND RESPONDENT CARD 16.) 16. Again, just for classification purposes, ehich.letter on thia card includes your total family income before taxes last year? , .. _ (62) - . . . . A. Under $7,500 -- --------------'~ 1 e. $7,500 to S10,0 00 ------ ----- ---- 2 C. Over $10,p00 to $15,000 ----- ----- 3 D. Over $15,000 to $20,000 --------- R. Over $10,000 to $25,000 ----»--- 5 F. Over $25,000 Refused 6 y 1]. lfNDtCATesRY l. - (63) pxle -------------------------------- -..~. Female --------- -__-------- ------- 2 ATTACH QUESTCONNAllRE TO SCREENER. . 80-1 1

a42318w (ASKALL:) . 10. Let's take a feveecoada to look at the TRUE ad again. (EYPOSE FOR 5 SECAgDSAlID REMOVE.) What do you think.isthe main idea the manufacturer vante to get across about TRUE7~ (PROBE:) What elae4 zP o~a, u,-,.< r -„,-w, .P,, r 33-6 0 / ~ Xs~~~ 34-I I PORTFOLIO TOTBIIE. AD.), 11a. Is there anything ia.the TRUE ad that you particularly like? (CONTINUE) - Yea ---- (SKIP TO Q.12a) --Ao - Ilb. What is there iu the Vl.er e]an2. TRBEadthat you particularly like? (PROBE:) - q' -J~, e ~ ~"(_ r J _ Q.Jtyn~ a,u~ ~ rV) c4r kl-y~ L EL 4D 6-~4, dO 42-3 ~' 43- (/) 44- 45- 12a. Is there anything in the TRUE ad that you particularlydielike7 (46) (GONTF'h'DS) - Yea ----- 1 (SKIP TO Q.13a) - No Cr~ 12h.What is there in the TRUE'a& that you particularly dialike4 (PROgE:) What elsel

A42318W. 4.. What do you remember about the TRUE advertisemamt?' (PFOBE:) What alae do you remenber? . . . 17- 1g- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23- - - ~ -~24-.. _ . 25- - _ 26- 27- (IFRESPONDENT SAYS "DON'T RNON" TO Q.5, SKIP TO Q.10,) 28 6. (HAND RESPONDENT CARD 6.) Thinking about what you've ]ust told me about the advertising message, what phrase on this card best describes how important this is to you?, (29) Exteeaely important ---- 6 Very important ----------- 5 Somewhat important ----- 4 Somewhat unimportant ------- 3 Very'unimportant ---- 2 Not at all important 1 Again,thinking about the advertising message, which phrase on this card best describes how believable this ieto you?- (30) Extremely believable --- 6 - Very believable --- - 5 Somewhat believable ----- 4 Somewhat unbelievable --- 3 . Very unbelievable -------- 2 Extremely unbelievable - 1 - ]. (HAND RESPONDENT CARD 7.)' 8. (HAND RESPONDENT'CARD 8.) And, which phrase on this card beat describes how different you think this message is from other cigarette advertising? (31) Extremely different ------ 6 Very different -------- 5 Somewhat different ------ 4 Somewhat sinilar ---------- 3 Very similar --------- 2 Extremely similar -------- 1 9. (HAND RESPONDENT CARD 9.) + Based on the meesage, whichphraee on this card best describes your intereat in trying TRUE cigarettes2 - (32) Extremely interested ------6 Very interested - - -- - - - - 5 Somewhat interested ----- 4 Somewhat disintereeted ----- 3 Very disinterested ------ 2 Extremely disinterested ---- 1 N On W ~ 7V

-4- /42318W' 13a.. What one brand of cigarettes do you emokemost frequentlyt(DO NOT'READBRAND NAMES.) THE.STARRED BRANDS MUST BE PROBFD: IF BENSON & HEDGES, ASK: "Is that Benson.fi Hedges, Benson 6 Hedges Lights, oru11 tM 1-~Ril[ez" made by Benson & Hedges?" IF CAMEL, ASK: "ISthat Camel or Camel Lights?" IF KENT, ASK: "Is tlµt Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that gool, Kool Milds, or Kool Super Lights?" IFL 6M, ASK: "Is that L 6 M, I S M Flavor Lighae, or the longer I S MLighte 100®T" - IFMARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OTAGOLD, ASK: "Is that Old Gb1d, Filter or Old Go1d' Lights?" IF FALL MALL, ASK: "Is that Pall MeLl or Fall Mail Extra Mild?" IF PARLIALffNf, ASK: "Is that Parliament or Parliament Ultra Lights?" , --- IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lighta, or Tareyton 1ov Tar Mentho ~17 IF VICEROY, 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.Beneon 6 Hedges 3 Benson & Hedges Lights ----- 4 *Benaon A Hedges (Other) ------ 5 Camel Lights ------- -___-_- 6 *Came1 (Other) ----------- -_- 7 Carlton ------ ----- -------- 8 Chesterfield ------------ 9 Decade _____________-_____-- 0 Doral _---________x Eve.------- -__-__________- (5~S) Fact _--_---_-__--_--_-_ 1 Gauioieea --------------- 2 Iceberg 100's -------------- 3 Kent Golden Lights -------- 4 •Kent (Other) -------------- 5 Kool Super Lighte ------------ 6 Kool Miids ------ ----------- - 7 *Koo1 (Other) -------------- 8 L & M Flavor Lighta -------- 9 L 6 M Lights 100mm --------- 0 *L & M (Other) ------------- x Lark __------- -------- _-__ (54) Long Johns -__-------- ------ 1 Lucky Strike ----------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other)'------------ 4 K ax ----------- ----- --------- 5 Merit ------------------------ 6 (54) Newport Lighta 8 *Nevport (Other) -^--~ -- 9 Old Gold Lighta ------- x *Old Gold (Other) --------- Y (55) Pall Ma1L Extra Mild -- 1 *Pall Ma11 (Other) -- --- 2 Parliament Ultra Lights ---- 3 *Parliament tOtber) ------ 4 Philip Morris--- --- 5 Raleigh 0ctraMild ---- 6 *Raleigh (Other) ---------- 7 geal 8 Salem Lights ------------ 9 *Salem (Other) ---------- 0 Saratoga -------^---~ x Silva Thine ------------- Y (56) Tall ---- ___-____,--------- 1 Tareyton Lights 2 Tareyton Low Tar Manthol ----- 3- *Tareyton (Other) ----------- 4 True Q=J- Vanguard -_-...._-_6 Vantage -__--_--__--------- 7 Viceroy Extra Mild -------- B *Viceroy (Other)--------- 9, Virginia Slime---^---___~- 0. Winston Lights ------ -------- a *Winston (Other). ---------- ---- y Other (SPECIFY): (57) t 1 13b. Is thatt filter or non-filter? (58 Filter -------- r+ Non-filter ----- W 13c. LJ Is that regular, king-size, 100mm or the extra-long 120mm7(59) ~ Regular 1 __ King-size ------ ~- . 100® -------- 3

. r +NATIONAL CONSENSUS SURVEYS p42318W' M $01 Second Avenue New York, New.York. 10017 13-4 NANS: l+Lnt) dlP:)o/-) S.e) A, PRONE.p: R~ b• pdSI- roY9~ 1, Please take a few minutes to go through the advertiseoxntsfn this baak. Please take ae much time with each ad as you care_to. If you ordinarilywear reading . g)aana, you'll need tham. (HAND RESPONDENT PORTFOLIO ANDTAKE IT BACK BEFORE CONTINUING.) -3. Now, I'd like to ask yaua few questions about the ads in the book. What brands or products do you remember eeeing ade for in the book? (PROBE:) Any other brands7. (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) .. GENERAL ADS CIGARETTE ADS (14) Amana Rangs---------- I Dole Pineapple ---- 1 Luke------ 3 BankAmaricard/VISA --- 2 General Electric Washer Goldea Lights----- Bayer Aspirin------1M Bolana Lawn Mower ---- 4 Nilton Hotels --------- Kawaeaki --------- Golden (llnap•)--- 5 Kent Golden----- -6. :_ - Budweiaer ---------- rD Old Spice Pocket Cologne - Kent Goldan Lightp- 7_- '- Canadian Club------- Polaroid Camara----- 6 ' Ksnt Lighte----- 8 Coaa Cola ------- Singer Seving Nachines -- ' Kent (Unap.)---® Concord Watchee----- L11J Taster'e C'hoice -------8 Lights (llnap.)--- 0 _ - Creet toothpaste 9' Weight Watchers ------- 9 True------ ------ z Ottwr (SPECIFY): S ALEkI ~7 (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q„3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q,3b,) (IF ALL THREE CIGARETTE BRANDS iffiNTIONEIIy SKIP To q.4.) 3a. (IF NO CICARETTE'BRANDS MENTIONED ABOVE, ASK:) -. Do you remember any ads for cigarettsaT (15)' Yes -----="-I ----iWhat brands do you remember seeing ade for? Any othere4 _ - .. .._ .:. : . .. ?.k41~+... _ Luke ----------- 3 Goldea Lighte --- 4 ' Golden (Unsp.) ---- 5 gant Golden ----- 6 •Kant Golden Lights -- 7 Eent Lights - - - - - 8 . - Kent (Unep.) ---- 9 Lights SUee9.)---- 0 True - a Other (SPECIFY): No ------ 2-~j (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b•Do you remember any ads for any other brands of cigarettee4 y (16) Yee ------- 1-iWhat brands vere they? Any othereT (16) 3 No ------- ~ Golden Lights -- ~- - 4 golden (Unap.) -- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 p ' Kent Lighte ------- g M CONTINUE.) (IF TRUENENTIONEDIN Q.2, 3a, OR 3b Kant (Unap.) ----- 9~ , Lighta (Unep,)----- 0 0 (IF TRUE NOT MENTIONED IN Q..2, 3a, OR 3b, SKIP TO Q.10,) . True ------~-- a Y . Other (SPECIPY):