Tobacco Documents Online

G42318w (ASK ALL:) 10. Let's take a few eecondsto look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AlIDREBOVE.) What do you think is the.main idea the maaufacturer wants to get across about T R (PROEE:)~ What else? ~ /! 33_~9 `7~ `Z C~//~" .~a..~- Z,eVL] `.G~ .. 1 iC~o~ iCA~ ~ ~rr ~q- -~-- ~- 3i- 38- (OPEN'PORTFOLIO TO- T'RUE. AD.) Ila. Ie there anythingia the T8U& ad that you particularly like? (CONTINUE) - Yes (SKIP TO Q}L2e) -- Eo - (39) i1b.. What ietherein,the TRUE ad that you particularly like? (PROBE:) What else? - . 40- 41- 42- 4} 44- 12a. Is there anything in the TRUE ad that you particularly dislike? ~ 45 - (46) . (C0VTIL10E - Yee - - -.1,~ ) - P TO - No --- (S 3 - KI Q.1 a) ~2b. What is there in the TRUEad that you particularly dialike? (PROBE:) What else7. 7- 48- 49- 50- 51-

842318fd 4. What do you remember about the TRS1Eadvertieement2 (PCDEE:) What elae do you remamberY _ . 17- 18- 19- 20- 21- 22- 5. Aside from wanting.you to buy them, what was the message the manufacturer was irying to get across to you about TRUE? (PROBE:) What else? 23- - 24- 26- 27- 6. (IF RESPONDENT SAYS "DON'T KNOW' TO Q.Sy SKIP TO Q.10.) -. (HAND RESPONDENT CARD 6.). .. Thinking about what.you've just told:me about the advertising message, what 28 phrase on this card best describes how important this is to you7 -(29) Extvemely important ---- 6 - Very important ------------ 5 .. Somewhat important ----- 4 Somewhat unimportant ------ 3 Very unimportant ------- 2 Not at all important ----- 1 7. (NANDRESPONDEN"P CARD 7.) Again, thinking about the advertising message, which phrase on thie 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 8. (NAND RESPONDENT CARD 8.) gxtremely unbelievable -- 1 . - And, which,phrase on this card best describes how different you think this message isfrom other cigarette advertising? . ..(91) ~ Extremely different ------ 6 Very different ---------- 5 Somewhat different -------- 4 Somewhat similar -------- 3 Very similar ---------- 2 Extremely similar ----- 1 9. (HAND RESPONDENT CARD 9'.) a Based on the message, which phrase on this card best describes your intera9t in trying TRUE cigarettes? (32) Extremely interested ----6 Very interested ----- ----- 5 Somewhat interested -------- 4 gomewhat disinterested ----- 3 Very disinterested ------- 2 Extremely disinterested ---- 1 O M 2 ~ O M

#42318W 14. Eow many cigarettes do you smoke im an average iay2 ' (60) 9 or less (lesa 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) -- -- 45 40 or more (2 packs or more) - - CLASSIPiCATIOA Nw, juet a:ew questions for statistical purposes only. 15- What var the last grade of school you completed? •. Some grammar school (let-7th grades) --- -1 Orammarschool graduate (8th grade) ---- 2 some high.echool (9th-11th grades) --- 3 High school graduate (12th grade) ------ (T> Somee college ---_---- - ---------- -___ 5 College graduate or beyond ------------ 6 UL1ND RESPONDENT CARD, 16.) 16. Again, just for classification purposes, which letter oa this card includee your total family income before taxes last year? . (62) A. Under $7,500 - -------------:"-1, e. $7,500 to 510,000 --------- C. Over $10,000 to $15,000 ---------- . D. Over $15,000 to $20,000 -------- 4 . E. Over $20,000 to $Y5,000 --------- 5 . F. Over $25,000 6. 17. (1ND[CATE SEX.) (63) Mele ___________________________________ Female ATTACH QUEST[ONNAllRE TO SCREENEg. , 80-1 1

•d -4- •442318W' 13a. What one brand of cigarettes do you emokemoat frequently7(DO NOT'RE.ADBRAND NAMES.) THE STAREED BRANDS MUST BE PRCBED: IF BENSON & HEDCES, ASK:. "Is that Benson & Hedges, Benson & Hedges Lights, or ulti-F11ter"'made by Beneon, & Hedgee?" IF CAMEL, ASK: "Iethat Camel or Camel Lights?" IF KENT, ASK: "Is that Kent or Kent Golden Lights7^ IF K00L, ASK: "Is that Kool, Kool MSlds, or Kool Super Lights7"' IF L 6 M, ASK: "Is that L 6 M, L& M Flavor Lights, or the longer L 6 M Lights 100mm?" - IFMARLCORO, ASK:. "Ie that Marlboro or Marlboro Lights7" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF O..D~GOLD, ASK:"Is that Old Gold Filter or Old Gold Lighte7'r IF PALL MALL, ASK: "Is that Pall Mall or Pall Mail Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" - ' IF RALEIGH, ASK: oIe that Raleigh or Raleigh Extra Mild?" IF SALFM, ASK: "Is that Salem or Salem Lights?" - - IF TAREYTON, ASK: "Is that Tareyton, TareytonLighte, or Tareyton Low Tar Menthol7~r .. --- IF'VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lighte7" L & M~Lights 100= ----------- 0 •L & M. (Other) ---------- x Lark -___-_________-_------ y (54) Long Johns ____________________ 1 Lucky Strike -------`------`- 2 Marlboro Lights --------------- 3 •Marlboro (Other) ------------- 4 K - -------- _---------------- 5 Merit ------------------------- 6 L 6 M Flavor Lights ----------- Kool Miids ---- --------- +Kool (Other) ------------ (52) Alpine ---- -------- -_------- I Belair ---------------- 2 Mu1ti-Filter By Beason & Hedges 3 Beneon & Hedges Lighte ----- 4 •Benson fi Hedges (Other) ----- 5 Camel Lights ------ ------ -- 6 eCamel (Other) ---------------- 7 Carlton ---------------- -- 8 Chesterfield ----------------- 9 Decade ------------------ _-_ 0 Doral ----- -_-__--__-_-- x Eve --------------------- -__- y (53) Fact __-_--------------- _- I Gauloieee ---------- -------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights -------- 4 •Kent (Other) 5 Yool Super Lights ----------- 6 (54) More ] Newport Lights ---- -------- 8 •Newport (Other) 9 Now --_--__-~~__- 0 Old Cold Lights x e01d Gold (Other) ------ Y(55) Pall Mall Extra Mild --------- 1 +Pa11 Mall (Other) -------- 2 Pariiasent Ultra Lights ------ 3 *Parliaoent (Oeher) --------- 4 Philip Morris --- --- 5 Raleigh Extra Mild --- 6 +Ralelgh (Other) --- -- 7 Real 8 Salem Light4 ------------- 9 •Salem (Other) ----°-"---` Saratoga Silva Thins ---------- 0 x (56) Tall ___--____I Tareyton Lights ------------ 2 Tareyton Lov Tar Msnthol ------ 3- eTareyton (Other) ----------- 4 True 5 Vanguard -------- -_--_-__- 6 Vantage --------- 7 Viceroy Extra Mild -------- 8 *Viceroy (Other) ------------- % Virginia Slims --------------- 0 ,. Winston Lights ---------- x •Wineton (Other) ----°---- y Other (SPECIFY).: (57) Filter ------ O -( T Non-Pilter --- N 13b- Is that filter or non-filter? 13c. Is that regular, king-eiae, 100xm or the extra-long 120mm7 (59) w gegular ---- _-__= 7_ ~ _ King-eize c•EL'./~ ~ 100. 3 r~ 120mm -------

` NATIONAL CONSENSUS SURVEYS /42318W .+' 801 Second Avenue New York, New York 10017 1(9 13- 4 NANg: PHONE U..~. 1, Pleaae take a few minutes to go through the advertisemente in this book. Please taka as auch tima with each ad as you iara,to..If you ordinarily wear reading glassee, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFOkECONTINUING.) 2. Now, I'd like to ask.you a few questione about the ads in the book. What brands or producte do you remember seeing ads for in the book7~ (PROBE:) Any other brands? (DO NOT READ EITBER'BRAND NAMES OR PRODUCT CATEGOBIES.) GENERAL ADS Amana Bange____-__--_ 1 Dole. Pineapple BankAmrricard/VISA --- 2 General Electric Washer - 2 Bayer Aspirin------- 3 Bolens Lawn Mower ---- 4 Budweiser ---------- 5 Canadian Club------- 6 Coca Cola --------- 7 Concord Watches---- Crest toothpaste ---- Hilton Eotela ------- 3 Kawasaki _-_-_-_-_ Old Spice Pocket Cologne Polaroid Camara---- 6 Singer Seving Machines --- 7 Taater's Choice ------ 8 Weight Watchers ------ 9 CIGABETTE ADS (14) Luke-------- --_- 3 .. Golden Lights---- Golden (Unap.)-- S ' Kant Golden------- -_-6 -. Kent Golden Lights- T Kent Lights------ 8 Kent (Uaap.)----- 9 Lights (Unep.)--- 0_ True---- --------- x Other (SPECIFY): y (IF NO CIGARETTE BRANDS NENTIONEDABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.)(IF ALL THBHE CIGAEETTBBRANDS NSNTIONEDs SKIP TO Q.4.) 3a. (IF NOCIGARETTE BRANDS MENTIONED ABOVE, ASK:) - Do you remember any ads for cigarettes? . 3b. (16) Yes -------- 1------ •What brands were they? Any others7 (16) 3 No ------ Golden Lights ---- 4 Golden (Uoap.) ---- Kent Colden ------ S 6 O Kent Golden Lights -- 7 6A Kent Lights -------- 8 W (IF TEUENENTIONEDIN ) CONTINUE 3 OR 3b Kent (Unep.) -- ' w' . a,: , ) o Q -- - Lip.hte (Unap. _ SKIP (ZF TRUENOT NENTIONED IN Q_2, 3a, OR 3b, ~ ~ ' T0 Q 10 TTUa i. . . . Other (SPECIFY): . yea ----- (I Gfwt brands do you remember eaaing ade for7 l Any othera7 lake -___--~ Golden Lights Golden (Unsp.) Ewnt Goldea ------- 6 Kent Golden Lights -- 7 Kent Lights ---- 8 Kent (Unap.) ----- 9 Lights (Uaep.)--- 0 Trus - r Other (SPECIFY): " y No -----+ 1--'! (SKIP TO Q,10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? s 7