Tobacco Documents Online

J #42318W .. 30~to39 (1-1/2 packs) -- 40'or more (2 packs or uore) - 20~to 29 (1 pack) --------^ 14. Fww.many cigarettes do yousmoke in an average day? ` (60) 9 or less (less than 1/2 pack) ---^- 1 10 to 19 (1/2 pack to 3/4 paek) --- 2 CLASSIFICATIOR ho•a, Jusc aquesciona for statistical purposes only. u• 4hac was the last grade uf school you completed? • (61) . Some graomar school (3®t-7th grades) --- '1 Crammar school graduate (8th grade) --- 2 . Some high school (9th-11oh grades) ----- 3 '. High school graduate (12th grade) ------ 4 Some college -__-- _------ ----- -__ 5 College graduate or beyond ------------ ® (t4SND RESPONOENT'CARO 16.) - .- 16. Again, just for classification purposes, which letter oo this card includes your total family income before taxes last year? (62) A. Under $7,500 --------------=1 8. $7,500 to S10,000.---------- 2 C. Over $10,Q00.to $15,000 ----- ----- 3 Refused y, ,a r,vnrr.~rv ~rv .. ' (63) . , F. Over $20,000 to $25,000 ------ . P. Over $25,000 -------------^--- . 0. Over $15,000 to $20,000 ------- 4 Male ---------------------------------- (ID ACH QUESTIONNAllRR TO SCREENER. , 80-1 I

542318W (AS% ALL:) . 10. Let'a take a few seconds to look at the TRUE ad again. (EYPOSE $OR 5 SECONDS AI•IIl REMOVE.) What do yau, think is the main idea the manuFactuzer wants to gat across about TRUE? (PR08E:)-What else? ~ 33- N ~ ~ ~ 37- 38- lla. (OPENPORTPOLIO TO TRiIE _ AD.) Is there anything in the TRUE ad that you particularly like? _ (391 (CONTIINE) - Yes -- --- (S&IP TO Q.12a)-- No --____- 51,7 y llh, What ie there in the TRUE ad that you particularly like? (PEOEE:) What else? 42- ` '_ 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? O J'je • WO~~ _v.xo , - 51} f --- (008'CRNH) - Yes (SKIP TO Q.13a)- No ------ 2 TB11E ad that you particularly dislike?. (PEOEE:)

( 842318W 4.. What do you remember about the -TROE advertisementt(PgOgE:) What alse do yowramamb9r4 . . . 17- 1s- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer wae trying to get across to you about TRUE? (PROEE:) What else? 23- ' -24_ .. 25-y = 26- -- 27- (IF RESPONDENT SAYS "DON'T NNOW° TO Q.S, SKIP TO Q.10.) 28 - 6. (NAND RESPONDENT CARD 6.) - Thinking about what you've just told me about the advertising message, what phrase on this card beat describes how important this is to you? -{29) . Eztuemely important ------ 6. - - Very important ---------- 5 Somewhat important ------- 4. Somewhat unimportant ----- 3 Very unimportant ------ 2 Not at all important ---- 1 7. (RANDRESPONDEN'P CABD 7.) Again, thinking about the advertising.message, which phrase on this card beat describes how believable this ie to you? - (30) - Extremely believable ------6 Very believable ------ 5 . Somewhat believable ----- 4 Somewhat unbelievable ----- 3 _ Very unbelievable ------- 2 . . Extremely unbelievable -- 1 8. (RAND RESPONDENT CARD 8.) - And, whSchphrase on this card best describes how different you think this mesaageisBron.other cigarette advertising? (31) Extremely different ---- 6 - . Very different --------- 5 . Somewhat different -------- 4 Somewhat similar -------- 3 • Very similar ---------- 2 Extremely similar ------ 1 9. (RAND RESPONDENT CARD 9.) + - Based on the message, which phrase on this card best describes your interest in trying TIUfEE ci (32) garatteat . Exctemely interested ------6 ' Very interested ------- S . Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested -------- 2 Extremely disinterested - 1 O F+ ~ W W f0 CO ~D

e NATIONAL CONSENSUS,SUBVEYS O42318W. ~ 801 Second Atlenue New York, Naw York 10014 NANE: 1' l(U) 7. IJ'dmw N~ PHONE #; a i,~, .- a,r7- // 7 . ~ 1, Pleaaa take a few minutee to go through the advertiaeonnts in this book. Pleaea take as much time with each ad as you aare._to.. If you ordinarily wear reading glaaasa, you'll naed them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEPORE'CONTINUINC.) 2. Now, I'd like to ask you a few questions about theade in tAe book. What brande or products do you remember aeeing ads for in the bookT(PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMESOR PRODUCT CATEGORIES.) . GENERAL ADS CIGABETTE.ADB (14) lmane HaaBe___-_-__ 1 Dole Pineapple ------ 1 Luke__-_---_-T3 • RaakAarcicard/VISA --- 2 General Electric Washer - 2 Golden Lights--- Bayat Aeplria---------Q Hilton Hotels - - - - - - - 3 Golden (Ilsap.)-- golene Lawn Nwer --- 4 Kawaeaki ------------{4j Kant Golden------- -6 Budweiser ---------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights-~ Canadian Club------US Polaroid Camera------~EJKant Lights--- 8. Coca Cola --------- ,7 Singer Sawine Nachinee ' 1 Kent (Uaap.)---- 9 ConcordWatchee----- 8 Tastar's Choice ------- 8 Lights (Unap.)--- 0 Crest toothpaste --- 9 Weight Watchers -------- 9 True------ ------ Y Other (SPECIFY): (Iy NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (I7 ONLY ONE OR TWO CIGARETTEBRANDS MENTIONED. SKIP TO Q.3b.) (IF ALL iTHgEE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for clgarettee7 (15)'' Yas ---= ~'t ~---1YT'hat brands do you remember eeaiag ada for? . Any others? - - .. .. ~.b~~ Yuke 3 Golden Lights -----4 Golden (Unap.) 5 Kent Golden ---__-- 6 Keat Golden Lights -- 7 Kent Lights --- g Kent (Unsp.) ----- 9 Lights (Ueap.)--__- 0 True ___- _--___- x Other (SPECIFY): No -----+ 2-1 (SKIP TO Q.10) (IP °ONE" OR "TWO"CIGABETTE BRANDS lDINTIONED, ASK:) 3b. Do you renam6er any ads for any other brands of cigarettes? y (16) Yee ------ 1-~Wbat brands were theyT. Any others? (16) 3 Golden Lights ------ - 4 Golden (Un.p.) ---- 5 Kent Golden ----- 6 Kent Golden Lights 7 CONTINUE ) (IF TRUE MENTIONED IN 7 3 OR 3b Kent Lights Kent (Unsp. ) ----- 9 La . Q. , a, , ) 0~ ---- tiiRhta (UOap. (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q 10 True ^ . ,) Other (SPECIFY): CA y

r -4- . ,. - 042318W' L3a. What one brand of cigarettes do you emokemost frequentlyl. (DO NOT READ BRAND NAMES.) . .. .. THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDCES, ASK:. "Is that Benson @ Hedges, Benson & Hedges Lights, or ulti-Filter"'made by Benson & Hedges?" IF CAMEL, ASK: oIethat Camel or Camel Lights?" IF KENT, ASK; "Is that Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Koa1 Milds, or Rool Super Lights?" IF li & M, ASK; "Is that L 6 M, L & M Flavor Lights, or the longer L & M Lighte 100mmY' - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT,. ASK: "Is that Newport or Newport Lights?" IF OIIDGOLD, ASK: "Is that Old Gold Filter or Old Go1Q Ligh-tsT~ . IF PALL MALL, ASK; "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LighteY" IF RALEIGH,: ASK; "Is that Raleigh or Raleigh Extra Mild?" IFSALEM, ASK: "Is that Salem or Salem Lighta7" IFTARFYTON', ASK: "Ie that Tareytou, Tareyton Lights, or Tareyton lov Tar Menthol7R' _. IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Ia that Winston or Hinstom LighteY" (52) (54) Alpine ---- ---------------- -_ I More -_-_-- -_---_--- ) Belair ____-__-__-_______-- 2 Neaport Lights 8 Multi-Filter By Benson 6Hedges. 3 •Nevport (Other) -------_-_ 9 Benaon: & Hedges Lights ------ 4 *Beneon & Hedges (Other) ------ '5 Camel Lights ---------- 6 *Camel (Other) --__--------- 7 Old Gold Lighta *01d Gold (Other ------------- x ) -^-------- Y (55) Carlton 8 Chescerfield --------- ------ - 9 Pall Mall Extra *Pall Mall (othe Mild 1 r) --------- 2 Decade ____-_______--_-_--- 0 Doral ----- ---------- ____ x Eve -_----- ----------- _-- y Parliament Ultr *Parliament toth Philip Morris a Lights --- 3 er) ---------- 4 --------- 5 (53) Raleigh Extra M ild'~ -- 6 Fact ----- --------- -__-__- I *Raleigh (Other) --^------ 7 Geujoises ------------------ 2 Real Iceberg 100"a ---------------- 3 Salem~LightY - ----_-___ ® Kent Golden Lights --------- 4 *Salem (Other) - ---------" 0 *Kent (Other). -___-_--___- 5 Kool Super Lights --------- 6 Saratoga --- Silva Thins - ------^--- x ---------- y Kool Miids -------- -------- 7 (56) *KOol (Other)~. ---------------- 8 L & HFlavor Lights --------- 9 Tall --_____ Tareyton Lights --------------- I 2 L S M Lightss lOUmm ------ ---- 0 *L 6M (Other) -_------- -_-_. x Lerk _-___------------------- v Tareyton Low Ta *Tareyton (Other True ___-__ r Menthol ---- 3 ) ---------- 4 5 (54) Vanguard ----- ^------- "---- 6 Long Johne. 1 Vantage ---- --------------- 7 Lucky Strike ------- --------- 2 Marlboro Lights ------------- 3 *Marlboro (Other) ------------ 4 Viceroy Extra *Viceroy (Other Virginia Slima Mild~---------- g ) ------------ A ------------- 0 m ex ----------- -__----------- 5 Merit ----------------------- 6 Winston Lights *Winston (Other Other (SPECIFY ---------- x ) ------------- y ): (57) ) 1 13b t filter or non-filterl th I (58) . s a Filter --------"~ 2 p Non-filter --- 13c. Is that regular, king-size, 10omn or the extra-long 120mm7 r (59) OD ------ - 1 l . Regu ar ~Xing-size -----~ 0 100® -_-__-_- 3 ~ 120mu ------ 4