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P4231ffit 14. How maay cigarettes do you, smoke in an average dayP (60) . 9 or less(less Uhea. 1/2 pack) ----- 1 10, to 19 (1/2 pack to 3/4 pack) --- 2 20to29 (1 pack) --- --- 3 . 30to39 (1-1/2 packs) 40 or more (2 packs or mcre) --- 5 CLASSIFI4ATIOp Roa, juac a fev questions for statistical purposes only. 15• What was che last grade of school you completedR , (1L1ND NESPONDENT CARD 16.) Somecol.,lege ----------- ----- -___ 5 College graduate or beyond ------------- 6 Highschool graduate (12th grade) ------ somr high school (9th-11th grades) --- Crammar school graduate (Hph grade) --- 2 1 (61) somegrammer school (lst-Ith grades) --- -1 16. Again, just for c lassification pur pose s, which letter on this card includes your total family income before ta xes last year? . (62) A. Under $7,500 -_-__-_-' 1 B. $7,500 to 310,0 00 ---------- 2 C. Over $10,U00 to $1 5,000 ---- ----- ~ - D. Over $15,000 to $2 0,000 ------- - 4 . E. over $20,000 to $2 5,000 ------ . F. Over $25,000 - -- ------- --------- 6 . Refused ------- --- ---- --------_- y 17 //NnrfGTV CTY \ ke» Halle.. - - -0 Female ---------- __-------- -__------ 2 L ATTACH QUESTIONNAIRE TO SCBEENEE. 80-1 I

,j . 942318w (ASK ALL:) 10. Let's take afev seconds to look at the TEUE ad agaia. (E%POSE E08 5 SECONDS AND BENOYE.) . What do you think is the main idea the mrnufacturer wants to get across about TRUE? _(PBOBE:), What else? ~ 33- ~, 9i. ~ ~ 35- I 37f 38- (OPEN PORTFOLIO TO- TRUE. AD.) Ila. Is there anything in the TBIIE ad that you particularly likaP. ' . . _ . (39) _--_-- ]~ . (CONTINOE) -_ Yes ilh. 12a. . (SKIP TO Q.12a) -- No --_---- fr ~ What ie there in the TRUE ad that you particularly like? (PgOBE:)- Ntiat elee?- 1 40- 41- / 42- 43- 44- Is there anything in the TRUE ad that you particularly dialit.2 45 - .. . (CON'-1'1NUE) - Yee --- N (( 1 ) (SKIP TO Q.13a) - O i2b. What is there in the TRUE ad that you particularly dislike? (fBOBE:) What e1seF ~%raL-t7~ ~"!_.~ QsHf~ <9l~ AiX2t9NL 49- 50-

M142316w I 4. What do youremeuber about the TRYEadvertiseement4 (PEOgE:) Nhat else doyou remrmber?. . 17- 18- 19- 20- 21- 22- 5.. Aside from wanting you to buy them, what wae the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? 2.3- 25- 26- 27- (IFRESPONDENT SAYS "DON'T KNOW° TO Q.5, SKIP TO Q.10.) . (HAND RESPONDENT CARD 6.) /. b ' 28 6. Thinking about what you ve just told me a out the advertising message, what phrase on this cardbest describes how important this is to you? <29) Ectnemely important --u - 6 Very important - - 5 Somewhat important - ---- 4 . Somewhat unimportant 3 Very unimportant ------ 2 Not at all important --- ~ 7. (HAND RESPONDENT CARD 7.). Again, thinking about the advertising measage,, 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 -- 1 8. (NANDRESPONDENT CARD 8.) . Andy which phrase on this card beet describes how different you think this meseage is from other cigaretteadvertising?I (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 best describes your interest in trying TRUE cigarettes? (32) Extremelq interested ---6 Very interested'------ 5 Somewhat interested ------. 4 Somewhat disintereeted --- 3 Very disinterested ------- 2 Extremely disinterested -- 1p H x ~ a 0 f!I N

NATIONAL CONSENSUS SURVEYS af 801 Second Avenue New York, New York 10017 44231gW 13- 4 PHONE B: /1~.~ GZCGjJGC. 1, Pleass take a fewJ~ utes to go through the advertisements in this book. Please taka ae much time'Vith each ad as you ggre_to. If you ordinarily wear reading glasses. you'll need them. (HABD RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now,. I'd like to ask you a few questions about theada ln the book.. What brands or 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 RanBe----------- I EankAmsricerdlVISA --- 2 Bsysr Aapirin-------- 3 golane.Dawn Mower ---- 4 Budweiser ---------- 5 Canadian Club-------- 6 Coca Cola --------- 7 Concord Watches----- B Crest toothpaste --- 9 DolePineapple -------- 1 General Electric Washer - 2 Hilton Hotels~ ------- Kavasakl Old Spice Pocket Cologne - Polaroid Camara------- Siager Swing Machines --- Taeter's Choice ----- - 8 Weight Watchers -------- 9 CIGAHETTEADS (14) Luke____-__--- 3 Golden Lights--- Golden (Unsp.)--- 5 ' Kent Goldan------ rfi~ _ R.ent solden Lighte{,7 J- Kent Lighte---- _ Eent (Onsp.)--- 9 Lights (Unep.)--_ O_ Other (SPECIy4): (IF NO CIGABETTEBRANDS tffiNTIONEDABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENfIONED, SKIP TO Q.3b.)(IFALL TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS NENTIONEDABOVE, ASEr) Do you remeaiber any ads for cigarettes? (1_~ - Ys. ------~~What brands do you remember seeing ads for? - Any others? Euke 3 Golden Lights ----- 4 Golden (Unsp.) 5 Kant Golden ------ 6 Kent Golden Lights -_ (77. ` ' Emt Lights -- --- g Ennt (Unep.) ----- 9 Lights (UaaA.)----- 0 z Other (SPECIFY): No -----+ 2-'p(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember eayy ads for eny other brands of cigarettes? No--__-__ 2 What brands vere they4 (IF TRUE MENTIONED IN Q.$, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3s, OR 3b, SKIP TO Q.10.) y • Any others? (16) 3 Golden Lights ---- 4 f~lden (Unsp.)__-- 5 Rent Golden ------- 6 Rent Golden Lights - 7 O Kent Lights ------ Rent (Unap.) ---- Li~ghts(Onap.)--- 0 .,p O True --------- ~ A Othe/~ (SPECIFY): i~ IialLt~i[ ~ O

,~ 1 -4- F42318A13a. What one brand of cigarettes do you emcke most frequently4(DO~NOT READ BRAND NAMES.) . TllE STIiRREDBRANDS MUST BE PROBED: IF BENSON & HEDCES, ASK: "Is that Benson& Hedges, Benson &Hedges Lights, or ulti-Filter" made by Benson & Hedges?" IFCAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK:"Iq tqat Yent or Keat Golden Lights?" IFKOOL, ASK:. "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & N, ASK: "Is that L & M, L& H,Flavor Lights, or the longer L 6 N Lights100mmT" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" . IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD COLD, ASK: "Is that Old Cold Filter or Old Go1d LSghCe?r- IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Iethat Parliament or Parliament Ultra Lights?" IF RALEIGN, ASK: "Ts that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAgHYTON, ASK:"Ie that Tareyton, Tareyton Lights, or Tareyton Lov Tar Mentho ~1T IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _ IF WINSTON, ASK:"Ia that Winston or Winston Lighte7" . '(52) Alpine ----- ------------ -__ I Belair ___-__2 Multi-Filter By Benson & Hedges 3 Beneon.& Hedges Lights ----- 4 *Benaon & Hedges (Other) --- 5 Camel Lights 6 *Camel (Other) -------- 7 Carltan -___________-------- 8 Chesterfield ---------- 9 D e c a d e - - - - - - - - - - - - - - - - - - 0 Doral ----- ----------- -___-_ x (53) Fact ----- ------------ ----- 1 G a u 3 o i e e s---------------- 2 Iceberg100's --------------- 3 Kent Golden Lights ------- 4 *Kent (Other) 5 Kool Super Lights ----------- 6 Kool Mi1ds ---- -------- 7 *goo1 (Other) ------- ------- 8 L & M Flavor Llghte --------- 9 L & M Lights100a®---------- 0 *L & M.(Other) ---------------- x Lark -------- -_-- ____------ v (54) Long Sohna ____________________ 1 Lucky Strike ---------------- -Marlboro Lights --------------- *Marlboro (Other) ---------- M - ------- ---__----______- Merit ----- -_---------------- (54) Newport Lights --------- 8 *Newport (Other) --- - 9 Old Gold Lighta --- - -- -- x *01d Gold (Other) - - y (55) Pall Mall Extra Mild - 1 *Fall Mall (other) -----++--- 2 Parliament Ultra Lights --- 3 *Parliament t0ther) ---------- 4 Philip Morris -- --- 5 Raleigh Extra Mild ---- 6 *Ralelgh (Other) --^ . -- 7 &eal 8 Salem Light` -- -- 9 *Salem (Other)------- 0 Saratoga - ------- z Silva Thins ------- 7 (56) Tareyton Lights ------------- 2 Tareyton Low Tar Menthol ---- 3 *Tareyton (Other) --------- 4 True Vanguard ---------------- Ventage Viceroy Extra Mild --------- *Viceroy (Other) ---^------- Virgihfa Slims ----------- Winetoa Lights *Hinaton (Other) Other (SPECIFY): 13b• Is that filter or non-filter? 13c. ). : 5 6 7 8 9s 0 (5g) Filter --- Non-filter ------ - p Liag-eize ----- gegular --------. 1 00 Is that regular, king-size, 100rm or the extra-long 120me7 .(59)P 120mm -------