Tobacco Documents Online

k42318W 10. (ASK ALL:) - Let's take a few eecoadsto look at the TRIIE ad agaiu. (EYPOSE FOR 5 SECONDS AlIIIRECUVE.) . What do you think is themaia idea the manufacturer waota to get across about TRUE? (PROBE:) What else? 33- ~ 3g - lla. (OPEN PORTFOLIO TO'' TRIIE. AD.) _ Is there anything in the TRUE ad:that you particularly like? ---- _- .. (39) (CONTINUE) -- Yea ------ (SRIP TO Q.12a) -- go ---- 26 - ilb. What is there in the TRRE ad that you particularly like? (PROBE:) What else? . 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularlydielike7 , (CONTIt7UH) - Yea - (SR1P TO Q.13a) - No 3b. What is thereiathe TRUE ad that you particularly dialike? (PROBE:) What else?.

P42318H 14. How many cigarettes do you gmoke in anaverage day? ' - (60) 9or lesa (less than 1/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20 to 29 (1 pack) -------------- 30 to 39 (1-1/2 packs) --------- 40 or more (2 packs or more) ------- ~ 4 CLASSIPICATIOK :.ow, jutc a:ew ques UDns for staclstical purposes only. 33- Vhat was cheiast grade of school youucompleted7 , " (61) . Some grammar school (lst-7th grades) --- -1 Crammar school graduate (8th grade) -- 2 _ Sooe high school (9th-llth grades). ---- 3 . High school graduate (12th grade) ------ j Some college --------- ----- ----- --___ Collegegraduate or beyond ------------- (ILiND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on-thia card includes your total family income before taxes last yearT (62) A. Under $7,500 ----------------- 1 8. $7,500 to 510,000---------- 2 C. Over $10.000 to $15,000 ---------- 3 D. Over $15,000 to $20,000 -------- 4 E. Over $20,000 to $25,000 ------ 5 F. Over $25,080 ----------------(~i; R e f u s e d - - - - - - - - - - - - - - - - - - - - - - - - Y 17. (1NDICATE SEX.) (63) Ne1e ------------------ ------ ------ -_ © Female 2 ATTACH QUESTIONNAIRE TO SCREENEg. 80-1 1

C42318W, 4. What do you remember about the TROEE advertisament2 (PROBE:) What else do you remambez? . . .. 17- 18- 19- 20- 21- 22- 5., Aside from wanting you to buy them, what was the meea,age the manufacturer was tcyingto get across to you about TRUE? (PROBE:) What else? 23- 24_ 25- -' 26- 27- (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO 28 5.. (HAND RESPONDENT CARD 6.) . Ttiinking 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) Extvemely important ----- 6 . Very important ----------- 5 Somewhat important ------ 4.. Somewhat unimportant ------ 3 Very unimportant ------- 2 ' Not at all important ---- 1 7. (NANDRESPONDENT CARD 7'.)Again, thinking about the advertising message, which phrase on this card beat describes how believable this is to you? '- (30) " Extremely believable ----°6 - - Very believable ---- 5 Somewhat believable----- 4 Somewhat unbelievable --- 3 .~ Veryunbe.lievehle ------- 2 . _ Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD 8.) - And, which.phrase on this card best describes how different you think this message is from other cigarette advertising? .. (31) - Extremely different ----- 6 . Very different ---------- 5 . Somewhat different ---- ---- 4 Somewhat similar -------- 3 Very similar ----------- 2 Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9'.) + Based on the message, which phrase on this card tiest describes your intereat ~2 trying TBOEcigarettes? - ) Extremely interested ----6 - Very interested -------- 5 Somewhat interested ------ 4 Somewhat disinterested --- 3 Very disinterested ---- 2 ' Extremely disinterested --- 1 0 M m ~ O V ~

f , -4- 442318N' 13a. What one brand of cigarettes do you smoke moat frequently? (DO NOT READBBAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & NEDCES, ASK: "Is that Benson & Hedges, Benson & Hedges. Lights, or Mul~ t1-FiLeer" made by Benson & Hedges?" IF CAMEL, ASK: "Isthat Gamel or Camel Lights?" - IF KENT, ASK; "ISf that gent or Kent Golden Lights?" IF KDOL, ASK; "Is that Kool, Kool Milds, or gool Super Lightst"' IF L&M, ASK: "Is that L & M, L& M Flavor Lighta, or the longer L& MLights 100mmY° - IF MARLBORO, ASK:"Ie that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLDGOLD, ASK; "Is that Old Gold Filter or Old Go1d Ligh-te Y~ _ IF PALL MALL, ASK: "Is that.Pall Mall or Pall Mall Extra Mild?" - IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" - IF RALEIGH, ASK: "Ie that Raleigh or Raleigh Extra Mild?" _ - IFSALEM, ASK: "Is that Salem or Salem Lights?" IF'TAREYTON, ASK: "Is that Tareyton, Tareyton Lighte, or Tareyton Low Tar Mentho12R . . IF'VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _ IF WINSTON, ASK: "Is that Winston or Winston LightaY" . (52) (54) Alpine --------- -_-____-__ Multi-Filter By. Benson & Hedges Beneon & Hedges Lights ---- -- *Bensoa & Badges (Other) ------- Camel Lights ------------- •Came1 (Other) -------------- - - Carlton -------------- ---_ Chesterfield -------------- Decade ------- -___-_------ _ Doral -------------------- -_ 1 2 3 4 5 6 7 8 9 0 x (55) Fact ----- -_~__-____-___ 1 Gauloiaes ------------------- 2 Iceberg 100 's -------------- 3 Kent Golden Lights ----------- 4 *Kenc (Other)----------- ___- 5 Kool Super Lights --------- 6 Kool Miids ----------- ----- 7 *Kool (Other)~ --------------^ S L & MFlavor Lights ----------- 9 L & M Lights 100mm --------- 0 *L & M (Other) ----------- x Lark ------ ----._---------- -- v (54) Long Johns. -___-------------- 1 Lucky Strike ----------------- 2 Marlboro Lights --------------- 0 *Merlboro (Other) ----------- 4 Max --------------- -_-------- 5 Merit ----------------------- 6 13b.. Is that filter or non-filter? 13c. Is that regular, king-size, Newport Lights ---- --- 8 *Nevporc (Other) ---_^--_-- 9 Now 0 Old Gold Lights --- ---- _ *01d Gold (Other) ---------- y (55) Pall Mall.Extra Mild --- 1 *Pall Mall (Other) ------^-- 2 Parliament Ultra Lights --- 3 *Parliement rOther) 4 Philip Morris ------- 5 Raleigh Extra Mild----- 6 *Raleigh (Other) ---->------ 7 Salem Lights -- ------ 9 *Sa1em (Other) ----------- 0 Saratoga --------- x SilvaThina -^-----~----- y (56) Tall -------- --_-- -------- 1 Tareyton Lights -------- 2 Tareyton Low Tar Menthol ----- 3*Tareyton (Other) --------- 4 True _T_----- -- 5 Vanguard 6 Vantage ---- -------- -_------ 7. Viceroy Extra Mild ---------- 8 *Viceroy (Other) ------------ 9. Virginia Slime ------------ 0 Winston Lights ---------- x *Winston (Other) --------- --- y. Other (SPECIFY): (57) ~ 1 _ (F~ l )µ Filter ------- ~ Non-filter ---- w 10omm or the extra-long 120mm7 (59) Q Regular Yi-ife - --f'I'/V) 100mm -------- 3 120mm _---_-- 4.

NATIONAL CONSENSUS SURVEYS J 801 Second Avenue NewYork, New York 10017 #42318W 13- 4 NAL16 ~ L.CN~-GL! PRONE~ p~: ~7/(O S3 1, Please take a few minutes to go through the advertisementsfa this book. Please - take ae much time with each ad as you sare_to. If you ordinarily wear reading . glsasss, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few queatione about the ads in the book. ' What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brandsY (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Crest tuothpasts -- 9 Concord Watlches---- Coca Cola Canadian Club----- 6 Amene Range --.----c3 BankAmericard/VISA --- 2 Bayer Aepinin------- 3 Bolans Lawn Hover ----Q Budweiser --------- 5 Dole Pineapple ---------- I General Electric Washer - Hilton Hotels --------- Kawasaki ---- ---- _----- - Oid Spice Pocket Cologne - 5 Polaroid Camara------- 6 Singer Swing Machines - 7 Taeter'e Choice -------- 8 Weight Watchers ---------- 9 CIGARETTE ADS (14) Luke--------- 3 Goldea Lights---- Golden (Unsp.)-- 5 _ Kent Golden------ 6 Kent Golden Lights- T_" = Kent Lights---gKent (Unsp.)------ 9 -~ Lighte (Unap. )--- - 0_ - True--- i Otlirr (SPECIFY)c. 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKI~P TO Q.3b.) (IF ALLTHREE CIGARETTE BRANDS ME[PfIONED, SKIP TO Q.4.) (1 Yea -----~/i (IF NO CIGARETTEBRANDSNENTIONED ABOVE, ASK;) Do you remember any ads for cigarettes? Wkutt brands do you remember .eafng ade for1. -, Any others? . . . .. _.. . . . .. :5.'a~~"' . luke --------- ~ Golden Lights -~ Golden (Unap.) ----- Kent Golden -------- 6 Kent Golden Lights -- Kent Lights --- 8 Kent (Unap.) ---- 9 Lighte (Usee.)---- 0 True _-_--------- - x other (SPECIFY): . y No ------+ 2-1j(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTEBBANDS MENTIONED, ASK:) 3b. Do you remember sny ads for eny other brands of cigarettes? (16) Yes ------- I-iWhat brands were they? Any others4 No _____---- 0 (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.1o.) . Golden Lights Golden (Unap.) Kent Golden Kent Golden Lights -- ------ Kent Lights Kent (Unsp.) ------ Lighte (UnaP.)---- Tru. Other (SPECIFY): a