Tobacco Documents Online

#42318w 14. Eowmany cigarettes do you smoke in an average dayY. . (60) . 9 or less (lese than 112 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) ------- 2 20 to 29 (1 pack) ------------ ® . 30 ta 39 (1-1/2 packs) ------- 4 40 or more (2 packs or more) --- 5 CLASSIFICATIOW Yov., j 15. ,.at a iewquesuions for atatistlcaL purposes oaly. Vhat uaa theiast grade of school yiu completed7 . . (61) . . . Some grammar school (}st-7th gradea) ---Z Craminar school graduate (8th grade) --- 2 Some high school (9th-11oh.gradee) ----- 3 High school graduate (12thgrade) ----- 4 Some college -_-_---__-_----____-_Y ~ Calleee eraduate or hevond'--------- (IL1N,7 RESPONDENT CARD 16.) 16. Agaim, just for classlficatioo purposea, which letter on this card includes your total family income before taxes.laet year? .. (62) A. B. Under $ 7, 500 - $7,500 to 510,0 --------------= 00 ------------ -1 2 , C. Over $10,000 to $15,000 ----- ----- 3 ~ 0. Over $15,000 to $20,000 -------- 4 E. Over $20,000 to $Z5.000 -------- . F. Over $25,000 - ---------------- ~ .. Refused _- ---- ------- --_- y 17. (lNUiCATE'.SEX.) (63) Male. __---------------------- ------ --. 1 Female -_____ 'ACII QUESTIONNAIRE TO SCREENEB.

l 442318W. 4. What do you remember about the TRIIEadvertisement? (PFOeE;) iihat alae do youreaunber? . . . . . 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- 74- 25- 26- 27- (IF RESPONDENT SAYS "DON'T RNOA" TO Q.5. SKIP TO Q.10.) - (HAND RESPONDENT CARD 6.) - 28- 6. Thdnkiagabout what you've j ust told me about the advertising message, what phrase on this card best describes how important this is to you? (29) Extaeaely important ---- 6 Very important ------------- 5 Somewhat.important ------- 4 Somewhat unimportant ----- 3 Very unimportant ------ 2. Not at all important ----- 1 _ 7. (EAND RESPONDENT CARD 7.) . Again, thinking about the advertising message, 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 g. (gANDRESPONDENT CARD 8.) - And, which phrase onthis card best describes how different you think this message is from other cigarette advertieing? (31) Extremely different --- fi 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 tryingTR,DE cigarettes? - (32) ' Extremely interested -------$ - Very Saterested------- 5 Somewhat interested ---- 4 somevhat disinterested --- 3 Very disinterested ------- 2 Extremely disinterested - 1 0 r m ce ~ 0 ~ ~o

-3- . /4231gu (ASK ALL:) 10. Let's take a feweeconds to loolc at the TRUE ad again. (EXPOSE FOE 5 SECONDSAlIDKEl40VE.) . .. Vhat do you.think is the main idea the manufacturer wants to get across about TRUE? (PBOBE:) What else? 33-06 38- - (OPEN'POgTFOLIO T0TRUB AD.) lla. Is there anything in the TRUE ad that you particularly like? . (CONTINUE) - Yes ---- ($KIP TO Qsl2a)-- No ------ 2 - 11h. What is there in the TRUE ad that you particularly like? (PBDBE:) What else? 44- _ 45 12a: Is there anything in the TRUE adthat you particularly dialike2 (46) .. (CONTINUE) -- Yea ---- -- ~ . IP ~ N o . (SK TO Q.13a) :2b, What is there in the TBUEad that you particularly dislike? (PEOBE:) What else? .. 4

NATIONALCONSENSUS SURVEYS f 801 Second Avenue New York, New York 100L7 other brands? (DO NOT READ EITHER B A y n GENERAL ADS Amana Range___-___-(f) Dole Pineapple 1 Bankilmsricard/VISA --- 2 General Electric Washer - 2 13- 4 NAP16: /e-ur.it ..+z PHONE #: 2.3e- fldnq 1, pleaaa take~a few minutes to go through the advertisements in this book. Please take ae much time with each ad as you aare_to. If you ordinarily vear reading glaasaa, you'll aaed them. (BAWD RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Nov, I'd like to ask you a few questions about the ads in the book.. . What brandaor products do you remember seeing ads for in the.book7(PgOBE:) RAND NAMES OR PRODUCT CATEGORIES.) Bayer Aepirin-------- Creat toothpaste --- Coca Cola ------- Concord Watchea--- _ Bolena Lawn Mower ---- 4 Budweiser -------- 5 Canadian Club----- 6_ NSltonNatele --------- 3 Kawasakl 4 Old Spice Pocket Co1oSe - 5 Polaroid Camera------ 6 Singer Seving Machines --Q Tester'e Choice ------- 8 Weight Watchers ------- 9 /42318W. CIGARETTE ADS (14) Luke-_- _-__- 3 Golden Llghte------ Golden (Unap.)--- 5 Kent Golden___-- 6 , Kent Golden Lights- 7_--' Kent Lighta---- 8 Kent (Un.p J---- 9 Lights (Unep.)---- 0 True----------- x Other (SPECIFY): y (IF NO CIGABETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) _ (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b J(IFALL TO.FEECIGABETTE Bg.1NUSNENTIONED, SEIP TO Q.4.) 3a.. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Doyou remember any ads for cigarettes? (15)' ye. ----="""1 brands do you remember seeing ada for4 Any others? Zuke -_"'---- Go dea Llghb ----- Golden (Uaap.) -__- 5 Kent.Golden ---- 6 Kent Golden Lights -- y Kent Lights ----- 8 9 Kent (Une ) p. Lights (Ueep.)------ 0 True z Other (SPECIFY): y No ------ Q->(SKIP TO Q.10) (IF'bNE" OR "TWO" CIGABETTEBRANDS NENTIONED6 ASK:) 3b. Do you remember any ads for any other brands of cigarettes? (16) Yes -------- 1-iWhat brands were they? Any others? (16) Luke 3 lden Li hte ------ G 4 No --------- 2 g o Golden.(llnap.) 5 Kent Golden 6 Kent Golden Lights -- 7 O Kent Lights ------- 8 N (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Kent (Unap.) ---- e )----- h (U p. Lig te n -~ (IF TRUE NOT MENTIONED IN Q..2, 3a, OR 3b,: SKIP TO 10 True ------- ~ Q. ,) Other (SPECIFY): m y

- -4_ 442318W- 13a. What onebraad of cigarettes do you amoke.mast frequently? (DO NOT EEADHBAim NAMES.) THE STARRED BRANDS MUST BE PROBEDp IF BENSON & HEDCES, ASK: "Isthat Benson 6 Hedges, Benson & Hedges. Lighta,- or "Multi-Filter" made by Beneon & Hedges?" IF CAMEL, ASK: "Ie that. Camel or Camel Lights?" IF KENT, ASK: "Is that Yent or gent Golden Lights?" IF KOOL, ASK: "Is that Koal, Kool Milds, or Kool SuperLights2" . IF L.6 M, ASK: "Isthat L& M, L& M Flavor Lights, or the longer L 6 M Lighte 100mm?" IF MARLHORO, ASK: "Ia that Marlboroor Marlboro LightsT" IF NEWPORT, ASK: "Is that Newport or Newport Lighte?" IF OLD COLD, ASK: "Is that Old Go1dF11ter or Old GoldLigh IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Iethet Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - -- IFSALEM, ASK: "Is that Salem or Salem Lights?" - IFTAHEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Lov Tar Nenthol7n - IF VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" . (52) Alpine __-_-___I Belair ------ ______------- -__ 2 Multi-Filter By Benson & Hedges 3 Beneon~& Hedges Lights ----- 4 *Beneon & Hedges (Other) ----- 5 Camel Lights ----------- 6 *Camel (Other) --------------- 7 Carlton g Chesterfield ------------ 9 Doral _------------ ------ -_ z Eve ----- --______---_ (53) Fact ------- ------------ - 1 Gauloi~ees ----------------- 2 Iceberg 100's ------------- 3 Kent Golden Lights ------- 4 *Kene.(Other) ------ ------- - 5 Kool Super Lights --------- 6 Kool Miids ---------------- 7 *Knc1 (Other) _________-_-__- 8 L b M Flavor Lights -------- 9 L.& M Lights 100mm -------- 0 *L 6 M (Other) ------------ x Lark v (54) Long Johns ___----- ___------ 1 Lucky Strike---------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other)'.------------ 4 Max ----------- --------------- 5 Merit ------------------------ 6 13b. Is that filter or non-filter? (54) More -__~_--__ --- J Newport Lights - --- 8 *Newport (Other) ---------- 9 Old Gold Lights -- ----- x *Old Gold (Other) - ---- y (55) Pall Mall Extra Mild - - *Pall Mall (Other) Parliament Ultra Lights ------ 3 *Parliament tOther) - - 4 Philip Morris.--------- 5 Raleigh Extra Mild -- 6 *Raleigh (Other) ^-^----- 7 Real ---- ------ -_ - B Salem Lights --- 9 *Salem(Other) -- ------ 0 Saratoga -- - x Silva Thins ------------- y (56) Tall -------- -- 1 Tareyton Lights ----- 2 Tareyton Lor Tar Menthol ---- 3" *Tareyton (OCher) -------- 4 True ---- ____-----..--___- 5 Vanguard ------ ------------ 6 Vantage 7 Viceroy Extra Mild ------- 8 Wiceroy (Other) --------- 9. Virginia Slims - - - - - - - - - - 0 Winston Lights - - - - - a *Winston (Other)-------- y Other (SPECIFY): (57) ~ 1 (5~)l Filter -------- ~1/- Non-filter ---- 2 M 13c. Is that regalar, king-size, 100mm or the extra-long 120mm? (59) ~ .. Regular -------- 1 ;b . - KSng-sise ----2 ~ 100mm --------- 3 N 120~ ----- 4