Tobacco Documents Online

i42318w 14. Fww many cigarettes do yocsmoke in an average day? ' (60) . 9 or less(lessthan1/2pack) 1 10 to 19 (1/2 pack to 3/4 pack)------ 2 20to29 (1 pack) --------- 3 . 30'to, 39 (1-1/2 packs) ---- ® 40 or more (2 packs or more) ------ ;---- CLASSIPICATION kor, Juac a:ev questions fos statistical purposea only. u. Vhat vasthe last grade of school you completed7 - (61) Sone graawarscRool (let-7th grad2s) --- Z Craumar school graduate (8th grade) ---- 2 Some high school (9tH-11th grades) ---- 3 High school graduate (12th grade) ------ Some cullege ----------------------^-- 5 ¢ollege graduate or beyond ------------ 6 (161ND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? (62) A. Under $7,500 ----------------=' 1 B. $7,500 to 510,00D ------------ 2 C. Over $10,000 to $15,000 ----------- 3 . D. Over $15,000 to $20,000 -----^--- 4 R. Over $20,000 to $25,000 ---' j~ F. Over $25,000 .. gefuscd -------------- -__-y 17. (INDICATESEB.)~ (63) Male -------------------------- -___-- (::P Female --------- --------- ------- - 2 ATTACH QUESTIONNAIRB TO SCBEENER. 80-1 J

l4231BA (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE y0B 5 SECONDS AND RENOVE.) What do you think is the mein idea the manufacturer wants to gett across about TRUE? (PROBE:) What else? 33- 3. a U " 3 C/7J 3- 3g- (OPEN PORTFOLIO T0~ TRUE. .lD.) _ Ila. Is there anything in the TRUEadthat you particularly like? -- _r_ itb. (CONTINUE) - Yea ----- (SKIP TO Q.12a) -- No --- What is there in the TRUEad that you particularly like? (PROBE:) - What elseT 12a. Is there anythingin the TRUE ad that you particularly dislike? . (C.O[7Tj;NUE) - Yea -- S P TO - N ( Q.13a) KI o 12b, What Ss there in the TRUE ad that you particularly dislike? (PROBE:) Whatt elaeY (39) 1 ~ 40- 41- 42- 43- 44- 45- (44) s O F+ m ~ A O M A

a A42318W 4. What do you remember about the TROE advertisamsnt7(PBOBE:) Yhet else do you remember7. . . . 17- lg- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what wae thx message the manufacturer was trying to get across to you about TRUE? (PROBE:) what else? 23- - - ~ - ~ ~.Z4-_-- _ - - - - 25- 26- 27- 6. (IFRESPONDENT SAYS "DON'T RNOW" TO Q.5, SKIP TO Q.10.) - 2B (NAND RESPONDENT CARD 6.)'. Thinking about what you've just told'me about the advertising messageo what phrase on this card best describes how important this is to you7 {29) Extueeely important ----- 6 - - Very important ------------ 5 Somewhat important ------ 4 i o nt 3 h t S 7. mp omew at un r a Very unimportant ------- 2 Not at a11 important -- 1 _ (BANDRESPONDENT 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 --- 8. (NAND RESPONDENT CARD 8.) . ... . ... . And, which phrase on this card best describes how different you think this message is from other cigarette advertising7 (31) Extremely different ------ 6 . . Very different ---------- 5 Somewhat different ------- 4 . Somewhat similar ------- 3 • Very similar ----------- 2 Extzemely similar --------- 1 9.: (HAND RESPONDENT CARD 9.) i .. Based on the message, which phrase on this card best describes your interest in trying TBDEcigarettes7 (32) Extremely interested ------6 - - Very interested -------- 5 Somewhat interested'------ 4 Somewhat disinterested ---- 3 Very disinterested ------ 2 Estremely disinterested --- 1 ~ W 0

NATIONAL CONSENSUS SURVEYS042318W y "801 Second Avenue New York, New York 10017 1. " a' 4 y PBONE&:~Y o O(/ a' J/~ Please take a few minutes to go through the advertisements in this book. Please take as much timemith each ad as you aKe_to. If you ordinarily wear reading 4lsaaes, you'11 need, them, (IIAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.). NoW, I'd liks to ask you a fam questione 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 Amana ganga------- 1 gaakAmscicard/VISA --- 2 Bayer Aspirin-------- 3 Bolans Lawn Mower ---- 4. Budweiser 5 Canadian C1ub----- Coca. Cola -------- ~7Concord. Watchea----- Crest toothpaste ---- 9 Dole Pineapple --------- I General Electric Washer - 2 Niltoa Hotels -------- 3 Kawasaki ------------ 4 Old Spice Pocket Cologne - 5 Polaroid Camera-------- 6 SingerSeving Machines -- 7 Taeter's Choice ------ 8 Weight Watchers ------- 9 CIGAEETTE ADS (14) Luke-_- __-_---- CY) Golden Llghts----- Golden (Unep.)--- 5 Kent Golden------ -6 Kent Golden Lights- ~`-= Kent Lighte----- 8 Kent (Unap.)------ 9 Lights (7Map.)---- 0 Other (SPECIFY): y (Ip NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGAgETTEBRANDSlMIONED. SKIP TO Q.3b.) (IF ALL TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:)-- Do you remember any ads for cigarettesi(13) ` brands do you remember seeing ads for4 Any others? .. fake -------_-_ ` 3 .` Golden Lights ----- Golden (Unep.) ---- ..5:: Kent Golden ------ 6 Kent Golden Lights -- 7 ---- g Kent Lights Kenc (Unep.) --_-_ g Lighta SUaap.j----- 0 True ------------- - i Other (SPECIFY):. - No -----+ 2-; (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember eny ads for any other brands of cigarettes? (16) Yee ------- 1-iWhat brands were theyY. Any others? No --------- 6 (IF TRUE MENTIONED IN Q.Z,3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR3b, SKIP TO Q.IQ,) . ) (16) 3 Golden Lights ---- 4 6olden (Uasp.) 5 Kent Golden ------ 6 Kent Golden Lights -- 7 p Kent Lighte. ------- 8 ~ Kent (Unap. ) ----- 9 W Lighta (Uncp.)---- 0 ,p Other (SPECIFY): 13- 4 y

042318G7 P 13a. What one brand of cigarettes do you smoke moat frequently? (DO NOT READ BRAND NAMES.) THESTARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Ie that Benson & Hedges, Benson SHedges Lights, or Mul~ti--Filer" made by Benson & Hedgee?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is t!{at gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super.LightaT" IF L & M, ASK; "Is that L & H, L 6 M Flavor Lightey or the longer L 6 M Lights 100mm7" IF MARLBOR06 ASK: "Is that Marlboro or Marlboro Lights?" . IF NEWPORT., ASK:"Ie that Nevportt or Newport Lights?" IF OLD'GOLD, ASK: "Is that Old Cold Filter or Old Gold Ligh- te7'r IFPALL MALL, ASK: "Is that Pa11Ma11 or Pal~l Mall Extra Mi1d7T IFPARLIAMEMT, ASK:"Is that.Parliament or Parliament Ultra Lights?" IF'RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mt1dT" - -- IF SALEM~ ASR: "Is that. Salem or Salem Lights?" IF TABEYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareyton Low Tar Mentol7~ . -_ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTONy ASK: "Is that Winston or Winston Lights?" (52) Alpine. __-____ Belair __--_--____--_--__ MuLti-Filter By Beneon & Hedges Benson & Hedges Lights *Benson 6 Hedges (Other) ------- Camel Lights ---------------- eCamel (Other) --------------- Cazltom Chesterfield ----------- Decade _________________--_ Doral ---------- __----- -____ Eve------ -___-___-__-_ - (5~) Fact ------------------------ 1 Gauloiaes --------- --------- 2 Iceberg 100' a --------- ------ 3 Kent Oolden Lights ----------- 4 *Kenb (Other) . 5 Itool Super Lights ---------- 6 Kool Milds ------------ 7 *itool (Other). ---- --------- - 8 L 5 M Flavor Lighta--------- 9 L & M Lights 100mm-------- 0 *L6 M (Other) _____-_-___- x Lark ----------- -_-___------ v (54) Long 7ohne. ------------------ 1 Lucky Strike ------------------ 2 Marlboro Lights.----------- -- 3 *Marlboro (OCher)------------ 4 K ax ---_-__------------------ 5 Merit ________________________ 6 (54) More 7 Newport Lights ---------- *Newport (Other) Old Cold Lights -------- x *01d Gold (Other) --------y (55) Pall Mall Extra Mild - -- *Pall Mall (Other) 1 2 Parliament Ulmra Lighta---- 3 *Parliament fOther)-------- 4 Philip Morrie --------- 5 Raleigh Extra Mild 6~ *Raleigh (Othet)-- -- 7 Real ---- -_------ __-_---- 8 Salem Lighti -`-----------__- 9 *Salem (Other) ------------- 0 Saratoga -----^------ x Silva Thins -------- y (56) Ta11 ------- --- ----- --___- 1 Tareyton Lights -------- --- 2 Tareytoa Lov Tar Menthol ----- 3- *Tareyton (Other) ----------- 4. True -__-_------------ -___ 5 Vanguard ---------------- 6 Ventage ------ -- _---------- 7 Viceroy Extra Mild --------- 8 *Viceroy (Other) ------------- 9. Virginia Slima ---------- --- 0 Winston Lights ------------ m *Winston (Other) ----------- y Other (SPECIFY): (57) 1 1 13b. Is that filter or non-filter? 13c. on e ~ Ia that regular, king-size, 100nm or the extra-long 120mm? (59) ~ &egular ---------- 1 O 100mm ---------- 3 120mm 4 .