Tobacco Documents Online

i42318W 14. Hov many cigarette s do you smoke in Maverage tiay4 (60) 9'or less (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 packa) ---- LV 4 40 or more (2 packs or more) ---- 5 CLASSIFICATION haa, jusc a:~ew questio 3-5e What vas chn iast ns for sta grade of tistical purposes ouly.. school' you, completed4 • (61) Some grammer school (lat-1th grades) ---`1 Granmar school graduate (8th grade) --- 2 Some high school (9th-llth grades) ----- 3 High school graduate (12th grade) ------(::33 Some college ----------^------^----- 5 College graduateor beyond ------------ 6 16. (l41I1D RESPONDENTCARD' 16.) Again, just for classification purposes, which letter oa this card includes your total family income before taxes last year? (62) A. Under $7,500 ---------------- 1 8. $7,500 to 810,000 ----------- 2 C. over $10,p00 to $15,000 ---------- D. Uver $15,000 to $20,000 E. Over $20,000 to $25,000 -------- 5 F. Over $25,000-------------^---- B Refused ----- --_----w_--_-_ y 17. (INOICATESEB.)%OJj Male ---- --------------------- ________ Female ------------- -------- "--_--__ V ATTACH QUESTIONNAI'RE TO SCRF.gNER. . s O F+ GD W ,P

4. 042318W What do you remember about the TRIIEadvertisement? (PROBE;) What else do you rememberT . . . . 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 ypu about TRUE? (PROBE:) What else? 23- 2A-. 23- __ 26- , 27- (IF RESPONDENT BAYS"DON'T KNOW" TO Q.S, SKIP TO Q.10.) " (HAND RESPONDENT CARD 6.) - 28 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? {29) Ertsemely important ---- 6 . . Very important --------- 5 Somewhat important ------ 4 Somewhat unimportant ----- 3 Very unimportant ------ 2 Not at all important ----- 1 _ 7.(SAND RESPONDENT CARD 7.) Again, thinking about the advertising meeaage, 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. (HAND RESPONDENT CARD 8:) And, which phrase on this card best describes how different you think this message is from other cigarette.advertieing? . (31) Extremely different ----- 6 , Very different ------- 5 _ Somewhat different ------ 4 Somewhat similar ------ 3 Very similar --------- 2 Extremely similar ------- 1 9. (HAND~RESPONpBNT CARD 9.) a Based on the message, which phrase on this card beat describes your interest in trying TRUE Cigerettes4 .. .. (32) .. Extremely interested ------6 - Very interested ------- 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested ------ 2 Extremely disinterested -- 1 ~ OD W O Of N

Y / #42318W (ASK AGL:) 10. Let's take a feweeconds to look at the TRUE ad agein. (E7G?OSE FOB 5 SECORDSADIDRP.HOYE.) What do you think.iathe main idea the manufacturer vante to get acroea about TRUE? (PROBE:) What else? 33-yo 3 (OPEN PORTFOLIO IOTRUE AD.) lla. Is there anythiug Snthe TRUE ad that you particularly like? (CONTINUE) - Yea ----- (SKIP TO Q.12a) -- Bo ------ i1b. What ie there in the TRUE ad that you, particularly like? (PBDBE:) - What else? 38- T~.la 41-/~ 42-U 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (COpTIHUE) - Yee ------ (SKIP TO Q.13a) - Bo --- b 12b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? .

t NATIONAL.CONSENSUS SURVEYS #42318W } 801 Second Avenue NewYork, New York 10017 . J y NANB: ~.c_d-~ ®OQ JY'~Gy~tir 13- 4 PBONE M: fS/•e*~~'r7 1. Pleasa take a few minutes to go through the advertisements in this booktPlease take as much time with each ad as you aare_to. If you ordinarily waar reading glaasaay you'll need them. (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORECONTINUINC.) Y. Now. I'd like to ask you a few questions about the ade in the book. What brands or products do you remember aeeing ada for in the book? (PROBE;) - Any other brsnde7 (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14 Amens Range--_--__-__ 1 BaakMaricard/VISA --- 2Bayar - Bolana Lawn Mower Budweiser ----------- 5 Canadian. Club------- 6 Coca Cole ------- Concord Watches---- B~ crest toochpaete --- Dole Pineapple. General Electric Washer ~2 Hilton Hotels ------ 3 Kawasaki ------------ 4 Old Spice Pocket Cologue - 5 PolaroidCemere-------~' Singer Sewing Machines --- 7 Taetar'a Choice ------- 8 Weight Watchers ------- 9 Luke---------- 3 Golden Lights----- Golden (0aap.)--- 5 Kant Golden------ -6 - Kcnt Golden Lights- 7.- Kent Lights- g Kent (Unap.)------ 9 Lights (Unap.)--- 0 Other (SPECIPY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (If ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.)(IFALL TNREECIGARETTE BRANDSNENTIONED, SKIP To Q.4.) " 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) - Do you remember any ads for ciganttee7 , (13)" Ye4 --~ ~-1 ----)Wiat brands do you remember seeing ads.for4 Any others? Yuke -------_-_ Golden Lights Golden (Unsp.) --- gent Golden Kent Goldan Lights -- Aent Lights ------ Rant (Unsp.) Lights (Unee.)---- True ---------__- Other (SPECIFY): y No -----+ 2i (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASR:) 3b. Do you remember any ads for any other brande of cigarettes? (16) Yes ------ 1----PWhat brands were theyTAny others? (IF TRUE NENTIONED IN Q.$ 3s, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) Golden Lighte ------ Golden (Unep.) Kant Golden Kent Golden Lights - Kent Lights Kent (Uoap.) -- -- L~hte (Uaap.)--- Other (SPECIFY):

0 . - -4- ¢42318iJ r 13a. What one brand of cigarettes do you smokemo,ac frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROEED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges. Lights, or ulti-Filiter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Came1 or Camel Lights?" IF KENT, ASK; °Is that Y.ent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milde, or gool Super Lights?P IF L& M, ASK; "Is that L & M, L& M Flavor Lights, or the longer L & M Lights 100=7"' IF MABLBORO, ASK:. "Ls that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GDLD, ASK:"Is that Old Go1d,Filter or 01d GoldLlghtet r IFFALL MALL, ASK: "Is that Ball MeDl or Pall Mall Extra Mild?" IF PARLLAMEN^P, ASK: "Is that Parliament or Parliament Ultra Lights?" _-- IF RALEIGH,ASKe "Is that Raleigh or Raleigh Extra Mild?" _ - IF SALEM, ABK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tarayton Ligghts, or Tareyton Lnv Tat Menthol?~ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _ IF WINSTON, ASK: "Ia that Winston or Winston Lights?" (52) . . .. . (54) Belalr ----------- ------ --- 2 Multi-Filter gy. Benson & Hedges 3 Benson & Hedges Lighte ------ 4 *Benson & Hedges (Other) ------ 5 Cauel Lights ----__^___--_ 6 *Camel (Other) ------ -----^- 7 Carlton ------------------- 8 Chesterfield -------------- 9 Decade ---- -------------- _-_ 0 Doral Eve ------------------ __-_ - (s$) Fact ---_-_--------- 1 Gauloises ------------- ----- 2 Iceberg 100's --------------- 3 Kent Golden Lights -------- 4 *Kenc (Other) 5 Kool Super Lights ----------- 6 Kool Miids ---- ------ ------ 7 *KOOl (Other) -------------- 8 L & MFlavor Lights ---------- 9 L &.M Lights 100mm ---------- 0 *L &M (Other) ------------ x Lark ----- -___------ ------- V (54) Long Johns ------------------- 1 Lucky Strike ----------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ----------- 4 Max ------- -_-_----------- _ 5 Meric ----- -_---------------- 6 13b. Is that filter or non-filter? More --_---__--_^___ I Newport Lights ---------- 8 *Nevport (Other) ---- - 9 Old Goid 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. Lights 9 *Salenr (Other) ---------- 0 Saratoga - --^---"'- x Silva Thins -------------' y (56) Tell --_-__------ --------- I Tareyton Lights ---------- 2Tareytan Low Tax Menthol ---- 3- *Tareyton (other) ----------- 4 True 5. Vanguard ___------ 6 Vantage -__---- -__--------- I Viceroy Extra Mild ---- ------- 8 *Viceroy (Other) -------------- 9. Virginia Slima---------- ---- 0 Winston Lights ------------ x *M17inston (Other) ------------ y Other (SPECIFY): (57) ! 1 Filter ------- 1 Q Non-filter ---- 2 M; 13E. . Is that regular, king-size, 100cm or the extra-long 120mmY (59) ~ Regular ---- ----~ 1 A King-size 100mm 120mm ----------- 4