Tobacco Documents Online

l #42318W (ASK ALL:) 10. Let's take a few secooda to look at the TRUE ad again. (EXPOSE POB 5 SECONDS A4ID REHOVE.) vhat do you think is the usinidea the maaufacturar wants to get scross about TRUE? (PROBE:) What else? sJ //R-1_- `7L G/.. 33- 1 / -34- ~ 35-1 'Y ~ 3= - 38- (OPEE PORTFOLIO TO- TROE. 6D.). 1!la. Is there anything in the TRUE ad that you particularly.like? (39) (CONTINUE) - Ysa._--_- 1 (SKIP 10 Q.12a) -- No - cr ilb1 What is there in the TRIIEE ad.that you particularly like? (PR0B8:) What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRVEad that you particularly dislike? . (CAIP-PIBUS) - Yee --- (~ (SKIP TO Q.13a) - go -- 2 :26. What ia there in the TRUE ad that you particularly dislike? (PROBE:) What else? ~»-

#42318W 14. Rowmany cigarettes do you smake in an average day?• (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) ------ 3 ... 30 to 39 (1-1/2 packs)----_ 4 40 or more (2 packs or mnre) ------- /'/ CIu1SS'FICATION Now, ,)a>t a few quascions for statistical purposes only. 15. What was theiase grade of school you coqplbted? • (61) Some gramar school (ist-7ch grades) -- 1 Crammar school graduate (8in grade) --- 2 Some high school (9th-llch gredes) --- 3 High school graduate (12th grade) ------ 4 Some" college _------- ------ -__-____ ColQege gtaduate ot beyond --------- (11AND RESPOND£NT CARD 16.) 16. Again, just for c lassification pur pose s, which letter ou thia card includes your total family income before ta xes last year? (62 ) A. Under $7,500 -- ----------------- -- 1 8. $7,500 to 510,0 00------------ 2 C. Over $10,000 to $15,000 ---- ------ . D. Over $15,000 to $20,000 -------- E. Over $20,000 to $25,000 ------ .. F. over $25,000 6 Refused------- ---------------- Y 17. (1NDICATE SEX.) (63) Nale ------------------- -------- - Femake _-_-___-----_-----~ 2 L ATTACN QUESTI0NNAIRE TO SCREENER. I

#42318W I 4. What do you remembar about the TRUE advartisement?(PB08E7) What alse do youremember7 17- ~- 19- 20- 21- 22- 5. Aside from wanting you to buythem, what was the message the manufacturer was trying to get acrossto yqu about TRUE? (PROBE:) What else? 23- - ~4- 25- 26- 27- (IF RESPONDENT SAYS"DON'T ENOW" TO Q..5, SEIP TO Q.10.) 28(BAND 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) Extnemely important ----- 6 . . . .. Very' 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.meesage, which phraeeon 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'. (HAND RESPONDENT C.4RD 8..). And, whichphrase on this card best describes how different you thivk this message isfrom other cigarette advertising7 (31) Extremely different ----.6 Very different ----------- 5 Somewhat different ----- --- 4 Somewhat similer ------- 3 ' Very similar ---------- 2 Extremely similar -------- 1 9. (NAND RESPONDENT CARD 9'.) z Based on the message, which phrase nn this card best describes your interest in - trying TRNEcigarettaa7 (32) Extremely interested -------- 6 - Very interested --------- 5 Somewhat interested - - ----- 4 Somewhat disinterested ---- 3 Vary disinterested ------- 2 Extremely disinterested -- 1 0 N ~ ~ Oo O~

v FATIONAL CONSENSUS SURVEYS #42318W ,I 801 Second Avenue New York,: New York 10017 13- 4 NANE: /':.'f./G~.'l ' .C/i=~"~L PNONEO: ~ 1, Please take a few minutes to go through the advertisements in this book. Please take ae much time with each ad as you aata.to. If you ordinarily wear reading 2. glassaa, you'll neadtheo. (NAND RESPONDENTPORTPOLIO AND TAKE IT BACK BEFORE CONTINUING.) Now, I'd like to ask you a few queatione about theada in the book. What brands or products do you remamber aeeingads for in the book? (PROBE:) Any other brands? (DO NOT READ EITNEE BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Eangs-___-____-_ Dole PineaPple _-------- ~~ Luke-_------- - 3 BankAmaricardlVlSA --~ Generel Electric Washer - 2 Golden Lights----- Bayar Aepirin-------- 3 giltosgotels --------- 3 Golden (Unsp.)--- S Bolens Lawn Mower 4 Kawasaki ------------~Kent Golden----- Budweiser --------~ Old Spice Pocket Cologne - 5 Kent Colden Lights- b- 7_-- Canadiaa Club---- 6 Polaroid Camera----- 6 Kant Lighte---- 8 Coca Cola ----------~1`~ Singer Sewing Machines --t.%, Keat (Unap.)--- 9 Concord Watches------~ Tseter's Choice ----- 8 Lights (Unep.)--- 0 Crut toothpaste --- 9 Weight Watchers ------- 9 True-------- x Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDSNENTIONED, SKIP TO Q.3b.) (IF ALL TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3e. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) .- Do you remember any ads for cigarettes? (13)'' Ys. ------~"''I -1Wut brands do you remember seeing ads for? Any others? tuke -^-------- 3 Co den Lighu --- 4 Golden (Unep.) ---- 5 Mat Golden ------ 6 ffent Golden Lights -- 7 Li h - K g g ts ant Kent (Paap.) 9 (Ueep.)---- Lights 0 - True - Other (SPECIFY): - P No -----~ (SKIP TO Q. 10) 3b (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Doo you remember eny ads for any other brands of cigarettea4 . v (16) Yea-------- 1-- iWhet brands were they4 Aay others? (16) 3 No 2 Golden Lights ---- 4 Soldan (Unap.) --- geat Golden S 6 O Kent Golden Lights -- 7 F,. Kent Lights ----- 8 00 CONTINUE.) (IF TRUE MENTIONED IN Q.2, 3a, OR'3b Ken[ (Unep.) 9 A , Lighte (Unep.~----- 0 ~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ' TO Q ) 10 Irus __--_-_-_- x CR . . Other (SPECIFY): y

r -4- . f42318W13a. What one brand of cigarettes do you smokemost frequently7. (DO NOT READ BRdND NAMES.) TNE.STA%RED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK; "Is that Benson 6 Hedges, Benson & Hedges Lighta, or Mu1~ t1-Fllter" made by Benaon &Hedges?" -IFCAMEL, ASK: "Iethat Camel or Camel Lights?" IF KENT, ASK: "Is that gent or Kent Golden Lightel" IF KOOL, AS%: "Is that Kool, Kou1 Hilds, or gool Super LLghts4" _ IF L 6 M, ASK: "Is that L& M, L & M Flavor Lights, or the longer L 6 M Lighce 100mm7" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lighte7^- IF OLDCOLD, ASK: "Is that Old Gold Filter or old Go14 Ligh-tsT'r- IF PALL MALL, ASR: "Is that Pall Ma11.orPa11 Mall Extra Mild?" IPPARLIAMENT, ASK:. ^Is.that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK:"Ia that Raleigh or Raleigh Extra MildT"IFSALEM, ASK; °Is that Salem or Salem Lights?" -- --~ IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareytonLor Tar Menthol7~ - IF VICEROY, ASK: °Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON', ASK: "Is that Wineton or-WinstonLights?"' . (52) Alpine __-____I Belair. ---------- --__-__ 2 Multi-Filter By Benson 6 Hedges 3 Beason & Hedges Lights ------- 4 *Beneon & Hedges (Other) ------ 5 Camel Lights ---------------- 6 *Camel (ather) 7 Carlton -------- -------- _-__ 8 Chesterfield ------------ 9 D e c a d e------------------ 0 Doral ---- --------- ------ -__ x Eve ---- ------------ -_ --- (5$) Fact ------------------------- 1 Gauloisea ------------------- 2 Iceberg 100's --------- ----- 3 Kent Golden Lights: ---------- 4 *Kent (Other)~ _------ ------ - 5 Kuo1 Super Lights ----- ---- 6 Koo1 Mlids ------------- 7 *Kool (Other). ------------ 8 L 6 N Flavor Lights ---------- 9 L 6 M Lights. 100mm ------------ 0 *L.& M (Other) ----------- x Lark ___-___-_------------ v (54) Long Johns------------------ . 1 Lucky Strike ----------------- Z Marlboro Lighta --------------- 3 *Marlboro (Other) ------------ 4 Kax ------ -__------------- - 5 Merit ------------------------ 6 13b. Ie that filter or non-filter? 13c. King-eize ------ 2 (54) More -----_-__-"-- -I Newport Lights ---------- 8 *Newport (Other) ----------- 9 Old Gold Lights --- ---x •Old Gold (Other) -^ -- y (55) Pall Mall Extra Mild , -- 1 *Pall Mall (Other) -- 2 Parliament Ultra Lights ------ 3 *Parliament kOther) - --- 4 Philip Morris -- 5 Raleigh Extra Mild . 6 *Ealeigh (Other)----------- 7 Real ---- -8 Salem Lights ------------- 9 *Salem (Other) ----------- 0 Saratoga --- --- x Silva Thins ---_-___~_- y (56) Tall I Tareytan Lights ------------- 2 Tareyton Low Tar Menthol ----- 3*Tareyton (Other) ----------- 4. True 5 Vanguard 6 Vantage --_-__7. Viceroy Extra Mild -------- 8 *Viceroy (Other) -------- ----- 9, Virginia Slias ------------ 0 Winston Lights ---- - x *Winston (Other) --------- --- Other (SPECIFY) 1 1 Pilter -- -- -(~ Non-filter --- ~ Is that regular, king-size, 100mm or the extra-long 120mm? (59) ~ . Regular ---- ---- 1 ~ 120mm ---