Tobacco Documents Online

/42318W 14. How many cigarettes do you smoke in an average day? _ (60) 9 or less (lese 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 more)- 0 CLASSIFICATiION how, ;ustt a fewquestlons for atacistical purposes pnly. 15. Whao uaa cheiast grade of school you coapleted7 • (61) some gramer school (lsc-7th grades) -- -l Orammar school graduata (8th grade) --- 2 some high school (9th-llth grades) -- ,3~-~ Nigh school graduate (12th grade) ------ ,c~iSomecollege 5 college graduacaor beyoad ----------- - 6 (lL1ND RESPUNDENT CARD 16.) • - 16. Again, just for c your total family lassification pur income before ta poses, which letter xes last year? on this card includee (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 --------- S .. F. Over $25,000 6 Ref used ----- - ----- - y - 17. (1NDiCATE SEX.) - (63) Nale ------------------------ ----- --_ 1 . Fewale --------- -_--<~5 ATTACN QUESTIONNAIIU'- TO SCREENER.

.) a4231Bw (ASE. n1.L: ) 10. Let's take a feu eecondsto look at the TRUE ad again. (EXPOSE FOR 5 1 SECONDS 6HI)BEHOVE.) What do you think is the main idea tha manufacturer wants to gst across about TRUE? (/PR~OBE:)What else? r ( ~ -'-'7._#~) ~i ~ ....(Xrii~lJ 33_b ,) .~~.1..L~F ~ f:'.. T.. J Z J , r~ v 3 38- (OPEN PORTFOLIO T0TRUB. AD.) U lle. Is there.anythiagin the TRi1Ead that you particularly like? (39 _ (C.OgTIBOE) - Yea -- (SKIP TO Q.12a) -- So --- 2 i1t. What is therein,the TRUE ad that you particularly Iike? (PROBE:) What ela + Jj ~ l"r/f I...f ~- " 42 3H 4/r 45- 12a. Is there anything in the TRUE ad that you particularly dialike?(46) . . . (COgTINVE)- Yea ---- I (SKIP TO Q.I3a) - No -- /~ 12ti. What is there in the TRVE ad that you particularly dislike? (pgOBE: C-) . What else? 7- 4 - 5 -

} 4. -2-~' ~ ~ - #42318W What do you remember about the TRUE 6dvertiaemant7 (YBDBE;) What else do you remamberi . . .. . .. 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying.to get across to you about TRUE? (PROBE:)What eLae? - 23- -'_ 26- 26- 27- 27- . (PF RESPONDENT SAYS "DON'T KNOW TO Q'.5, SKIP TO Q.10.) - (IF 28 6. (HAND RESPONDENT'CARD 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? f29) Extnemely important ------ 6 - Very important ------------ 5 Somewhat important ------ 4 ' 6omewhat unimportant --- 3 , Veryunimportant -- 2 Not at all important --- 1 , 7'. (RtuYD RESPONDENT CARD 7.) . Again, thinking about the advertising message, which phrase on this card.best describes how believable this is to you?(30) Eatremely believable ------6 Very believable ------ 5 1 . Somewhat believable ----- 4 . Somewhat unbelievable ------ 3 Very unbelievable -------- 2 . . Extremely.unbelievable - - - 1 8. (tlAND,RESPONDENT CARD 8.) - - Mdy which phrase on this card best deectibes how different you think this message is from other cigaretteadvertising?. (31) Extremely different ------ 6 Very different ---------- 5 Somewhat differeat ------- 4 Somewhat similar -------- 3 • Very similar --_-~_--_ 2 Extremely similar ---- 1 9. (HAND RESPONDENT CARD 9.) 1 Based on the message, which,.phrase on this eardbeat describes your iatereat in - trvinc TRUE ciuar..rrna7 ' - (32) Extremely interested ----- 6 Very interested------- 5 Somewhat interested ---- 4 Somewhat disinterested ---3 . Very disinterested ------- 2 Q Extremely disinterested -- 1 fa m Cj O _ O

Y 1TATIONAL CONSENSUS'SURVEYS 442318W. r 801 Second Avenue New York, New York 10017 Rq 13-4 NANE: l.r4'/,!.n ~. r:,__+~UN.C,.y.~jBONE 1, Please take a few minutes to go thfough the advertisewents in this book. Please take as such.timo with each ad as you usa_to. If you ordinarily wear reading glasaas, you'll need them. (BAN11 RESPONDENT PORTFOLIO AND TAEE IT BACK BEFORE CONTINUING.) 2. Now, I'd llke to ask you a few questions about the ade.ln the book. What brands or products do you remmber eeeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITEER BRAND NANESOR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) 1m.ne RanBa-_------_~- Dole Pineapple Luke-_-____-- inD Bankruss-icard/VISA --- 2 General Electric Washer - 2 Golden Lighta-- Ti- . Bayer Aspirin------- 3 Niltongotels ---------- 3 Golden (Unep.)--- 5 Bul.ns Lawn Nowar --- 4 Budweiser ---------- 5 Rawasaki --------- 4 Old Spice Pocket Cologne - 5 Eent Golden-----^ Kent Golden Lighta- 6- T-°-r. Canadian Club---- 6 Polaroid Camera-----.C, Kent Lighte---- 8 = - Coca Cola -------- 7 Singer Sewing Machines - 7 Kent (Unrp.)--- 9 , Concord Watchea---- 8 Tester's Choice ------ 8 Lights (Unep.)---- 0 _ Crest toothpaste -- 9 Weight Watchers ------ 9 True---- - i . Other (SPECIFY)e ' (IF NO CIGABETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDS MENLIONEDj SKIP TO Q.3b.) (IF ALL CIGARETTE BRANDSNENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE. ASK:)Do you ramsmbar anyy ads for cigarettes? (16)' Ye. ^-- ---~-~"~I --Vkiat brands do you rommber easing ads forl Any others? .. ACAu'' Euke ---_---- 3 Co den tighte 5 5 Golden (Unsp.) Kant Golden ---- 6 Kant Goldan. Lights -- 7 Kent Lights --- 8 Eent (Unsp.) ----- 9 LightsSUeap.)----- 0 True - x Other (SPECIFY): y No ----- 2 --y (SKIP TOQ.10) (IF"ONE" OR "TWO" CIGAUETTEB9ANDS MENTIONED, ASK:) 3b. Do you remember.any ada for any other brands of cigarettes? I (16) Yes -------- I-iaWhat brands werethey7 Any others? (16) Golden Lights ----- 4 Gnlden (Unap.) ----- 5 gent Golden ----- 6 Eent Golden Lights -- 7 Kent Lights ----- 80 (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unap.) ----- 9{p Lights (Uoep.)--- 0 L}- (IF TRUE NOT MENTIONED IN Q62, 3a, OR 3b,. SKIP . 'jrua TO Q.30.) other (SPECIFY): - fp y

r 1 -4- . 042318A' 13a.. What one brand of cigarettes do you smokcmost frequently? (DO NOT READ BRAND NAMES.). ._ THE'STARRED BRANDS MUST BE PROeF9: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Muliler" made by Benson & Hedges?" . , IF CAMEL, ASK: "Ie that Camel or Camel Lightel," IFKENT, ASK: "Is thet Kent or Yr.nt Golden Lights?" IF KOOL, ASK: "Is that Kool,. Kool Milds, or Knol Super Lights?" IF L & M, ASK: "Is that L b M, L b M Flavor Lights, or the longer L & M Lights 100mm?" IF MARLB0R06 ASK: "Is that Marlboro or Marlboro Lights?" IFNEWPORTi, ASK:"Is that Newport or Newport Lighta7" IFOSDGOLD, , ASK: "Is that Old Gold Filter or Old Gold Lighte7'~ .. • . IF'PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IFPARLIATD;NT, ASK: "Ia that Parliament or Parliament Ultra LightaP^ IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" ._ - IF SALEMy ASK: "Is that Salem or Salem Lights?" IFTABEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Lov Tar Mencol7T~ . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _ IF WINSTON, ASK: "Is that Winston or Wineton Lights?" , '(52) (54) Belair __-------- ----- -_-_- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4 *Benson & Hedges (Other) ------ 5 Camel Llghte6 *Camel (Other) ---------------- 7 Carlton 8 Chesterfield~ 9 Decade ---------------------- 0 Doral ---- -------- ---__-_ x Eve ----- ------------- --_ - (5~i> Fact __-___-1 Gauloisee ------------------- 2 Iceberg 100's --------------- 3 Kent Golden Lights -------- 4 *Kent (Other) ------------ 5 Kool Super Lighte ---------- 6 Kool Milds -------- --------- 7 *Knol (OCher) -------------- 8 I & M Flavor Lighte ---------- 9 L& M Lights 100mm ---------- 0 *L & M (Other) -------------- x Lark v (54) Long Johne ------------------- 1 Lucky. Strike ---------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ----------- 4 Max ------- -__------------- - 5 Merit ---------------------- 6 More -__--~---_-_- 7 Newport Lights ---------- 8 *Newport (Other) ---- 9 Now 0 Old Gold Lights ---------- x *Old Gold (Other) --------- y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) --- -- 2 Parliament Ultra Lights ---- 3 *Parliament tOtber) Philip Morris -----^-- ~ Raleigh Extra Mild - - 6 *Raleigb (Other) 7 .. Real 8 Salem Lights --__~---_ 9 *Salem (Other) --- 0 Saratoga - --- x Silva Thins ----^--------- Y (56) Tall ------- -_I . Tareyton Lights ---------- 2 Tareyton Low Tar Meethol g*Tareyton (Other) ----------- 4 True ---"-__~~-_--__ 5 Vanguard6 Vantage -------- ------- 7 Viceroy Extra Mild -------- 8+Viceroy (Other) ------------ 9. Virginia S1ime --------^---- 0 . ' Winston Lights ---------- x *Winston (Other) y Other (SPECIFY): . (57) t 1 ~ (58) 13b• Ie that filter or non-filterT 13c. Filter -------~_ Q Non-filter ----- 2 N („p Iathet regular, king-size, 100® or the extra-long 120mm? (59) OD Regular -___- - 1 O . King-sfae 2 N 180mm ----------© N 12omm -------- 4 .