Tobacco Documents Online

#42318W (ASK ALL:) 10. Let's take a feveeconds to look at the TRUE ad again. (EXPOSE YOY 5 SECONDS 9PDID REMOVE.) What do you think iethe main idea the manufacturer wants to got atroee about TRUE? (PR9EE:) What else? (OPEN PORTFOLIO TO- TRUE- AD.) Ila. Ia there anythingim the TRUE ad that you partieularly like? 3t- 38- (39) (CONTINUE) -- Yes ----- - 1_ .(SKIP TO Q.12a) -- No ---- ilb. What is there in the TRUE ad that youparticularly like? (PYOBE:) What elee?_ 40- 41- 42- 43- 44- 45- 12a. Is there anythingin the TRUE' ad that you particularly dislike? (46) (COITLIDNE)- Yea (SKIP TO Q.13a) -- No 12b. what is there in the TBUEad that you particularly dislike? (PROBE:) What else?

J 64231gw 4. What do youremeabar about the TRUEadvertisamant4 (PgOgg:) What slsa dc you remgaberl. . . .. 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 ygu about TRUE? (PROBE:) What else? 23- 24- 25- 26- 27- IF RESPONDENT SAYS"llON'T gNOW° TO ( Q.5, SKIP TO Q.LO.) . (HAND RESPOND6NT CARD 6.) 28 6. Thinking about what you've just told me about the advertising message, what phrase on this card beat describes how importaat this is to you? {29) Ectae.ely important ---- 6 Very important ---------- 5 Somewhat important ---- 4 Somewhat unimportant --- 3 Very unimportaat ------ 2 Not at all Important --- 1 7. (HAND RESPONDENT CARD 7.)'Again, thinking about the advertising message, which phrase on this card best describes how believable this is to you4- (30) - ExtremeLy believable -----6 Vary beLievable ----- 5 Somewhat believable ----- Somewhat unbelievable --- Very unbelievable -------- . - Extremely unbelievable -- 4 3 2 1 8. (NAND'RESPONDENT CARD 8 ) . And, which phrase osthia 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.) a gased on the message, which phrase on this card best describes your interest in trying TRUE cigaretteeT (32) Extremely interested ----.6 ' Very interested ---------- 5 Somewhat interested -------- 4 Somewhat disinterested ---- 3 Very disinterested ------- 2 Extremely disinterested ---1 0 $-A m L.7 A O •7 GO

#42318W 14. Sovmany cigarettes db you smoke CLASSIPLCATIOg Now, just a:euquestions for statistical purposes only. 15r 47,at vas thelust grade of school you completed7 - (HAND RESPONDENT CARD 16.) in an average day? ' (60) 9 or l~eas (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 packa)--- 40 or mnre (2 packs or mre) --- ,-5 Some college College graduate or beyond ------------ High school graduate (12th grade) ----- (61) Some grammar school (1st-7th gradea) --- 1 Craoamar school graduate (gth grade) ---- 2 Sooe high school (9th-llth grades) -----3 16. Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? (62) A. Under $7,500c ---- --------- ~ e. $7,500 to 510,0 00 ---- -------- 2 C. Over $10,000 to $15,000 ---- ----- 3 " . D. Over $15,000 to $20,000 -------- 4 .. . E. Over $20,000to $25,000 --------- S .. F. over $25,000 6 Refused Y 17. (1NDICATE SEX.) (63) Nale ------ -______ Female C7TAC11 QUESTIONNA1Rli TO SCSEENEB. 4

-4'- #42318W 13a. What one brand of cigarettes do you smcke moat frequently7(DONOT READ BRAND .. NAMES.) ~ THE STARRED BRANDS MOST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson,& Hedges, Benson & Hedges Lights, or ul" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF gENT, ASK: "Is that gent or Fxat Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lighta7P" IF L6 M, ASK: "Is that L& M, L.& M,Flavor Lights, or thelonger L& M Lights 10omm7°IFMARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: °1s that Newport or Newport Lights?" IF OLD COLD, ASK:. "Is that Old Gold Filter or OldGold Ligh- ts ~ IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" Iy PARLIAME-iY', ASK: "Iethat Parliament or Parliament Ultra Lights?" -.' IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or SaPem Lights7" . - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lightsy or Tareyton Low Tar Menthol7~ . IF VICEROY, ASK:. "Ia that Viceroy or Viceroy Extra M11d4" . IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) Alpine __------_-_-__-_- 1 Belair 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4 *Beneon d Hedges (Other) ------- 5 Camel Lights ------------ 6 *Camcl (Uther) Carltoa ------------------ Chesterfield ------------ 9 Decade __-________________- 0 Doral ----- ----__r------ -_ x eve ----- -------- --__--_- 7 (53) Fact __-_-_----------------- 1 Cauloiaee ---------------- 2 Iceberg 100's ------------- 3 Kent Golden Lights -------- 4 *Kent (Other) 5 Koo1 Super Lights --------- 6 Kool Miida -------- ---- 7 *Kool (Other) ------------- 8 L &M Flavor Lights ------- -- 9 L & M Lights100a ---- ------ 0 *L & M(Other) ----------- x (54) Long Johna ------------------- 1 Lucky Strike ------------------ 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------ 4 Max ------- -_-------------- 5 Merit ----- -_------- ----- -_ 6 (54) More 7 Newport Lights -- ----- 8 *Newport (Other) ----------- 9 Nov ------ _-_-_- ~- 0 Old Gold Lights -- ---- x *Old Gold (Other) ----------- y (55) Pall Mall Extra Mild ---- 1 *Pall Mall (Other) ------^--- 2 Parliament Ultra Lights ------ 3 *Parliament tother) - 4 Philip Morris --- --- 5 Raleigh Extra Mild ------ 6 *Raleigh (Other) -- --~--- 7 Real -"--- -.--'--_-' 8 Salem Light* -------------- 9 *Salem~(Other)_-W_-__- 0 Saratoga ----- x Silva Thins ----------- y (56) Ta11 1 Tareyton Lights --------- 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ---------- 4 True 5 V a n g u a r d _ - - _ - - - _ - - - - - - - - _ 6 , Vantage ---------- -__ 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) --------- 9, Virginia Slims ------------ 0 Wineton Lights ------^-- x *Glineton (Other) ------------ y Other (SPECIFY): (57) ) 1 13b. Is that filter or non-filter? (5 Filter Non-filter ----~`S O 13c. M Is that regular, king-size, 10osm or the extra-long 120mm7 (59) 2 Regular ---------- ~ King-size ----- O 100mm ---__-_ O 120mm ---°-- 4

•~NATQONAL CONSENSUS SURVEYS i ~801 Second AvenueNewYork, New York 10017 #42318W 13- 4 PNONE~~ #: Pleaae take a£ew minutes to go through the advertisexente in this book. Please take ae much time with each ad as you aKa_to. If you ordinarily wear reading glasaes, you'll needthem. (HAND RESPONDENT'PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 3. NoW, I'd like to aak you a few queetione about theade in the book. What brandaor products do you remember seeing adefor in the book? (PROBE:) Any other brands? (DO NOT READ EITBER BRAND NANES'OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana eange-------- 1 Dole Pineapple I Luke- - 3 BenkAmrricard/VISA --- 2 General Electric Washer - 2 Golden Lighta- - , Bayer Aspirin______ 3 Nilton Hotele------ 3 Golden (Unep.) - - 5 Bolana Lawn Nower - 4 Kent. Gold.n---- - 6 • Budaeiser ----------- 14 Canadian Ciub------- Old Spice Pocket Cologne - 5 Polaroid Camera----- 6 Kent Golden Ligh Kent Lighta--- _ ta- 7_ -=- - E . Coca Cola ---------- 7 Singer Swing Nechines --- 7 Kent (Unap.)---- --- 9 . ConcordWaEchea------ 8' Taeter's Choice ------- 8 Lights (Unep.)-- -- 0 Crest toothpaete ----- 9' Weight Watchers ------- 9 Oth~ r PECIFY): //w/.... (IFNOCIGaRETTEBRANDS NENTIONEOABOVE, ASK Q.3a.) . (IFONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IFAI.L THREE CIGARETTE BRANDS MENTIONED, SKI? TOQ.4t) 3a: (IF NO~CIGARETTE BRANDS NENTIONEDABOVE, ASK;) - Do you remember anyede for cigarettes? (IS)` Yes -----"~'I -----~Whar. brands do you remember seeing ada for ? Any others? .. Y.uke ----_--__ ~ 3 Golden Lights --- -- 4 . .. . Golden (Unap.) 5 •. Kent Golden 6 '- Kent Golden Lights -- 7 Kent Lights ---- -- 8 . - Kant (Uaap.) -- - 9 Lighte(Uwep.)---- - 0 . True ---- --------- - x Other (SPECIFY): . No ----+ ..~>(SKIP TOQ.10) 3b. (IF"ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remaaber any. ads for any other brands of cigarettes? (16) Yea -------- 1-3PWhat brands vere they? Any othereT (16) 3 No. 2 (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a,. OR 3b, SKIP . . . TO Q.10.) Golden Lights - ----- 4 Golden (Unep.) --- 5 Kent Colden ------ 6 Kent Golden Lights -- 7 O Kent Lights ----- g M Keot (Unep.) ___-- 9 Lighte (Unep.)---- AA~jO ~I Other (SPECIFY);