Tobacco Documents Online

-' #42318W 14:. How many cigarettes do.you smoke in an average aay?(60) . 9 or less (less thea 1/2 pack) ------ 1 10 Co19 (1/2 pack to 3/4 pack) --- 2 _ 20 to 29 (1 pack) ---------- . 30to.39 (1-1/2 packs) 40 or more (2 packs or mnze) ------- CLASSIFICATIO*S now, Juyt a iew questions for scatistieal purposes only. .. 15- What waa the iasc grade of school you coqpletedT • ". (61) Somegranmar school (lst-1ch grades) --- 1 Crawuerechool graduate (8th grade) ---- 2 Some high school (9th-llch gradea) ---- 3 ~ . High~.echool graduate (12th grade) ------ College gYaduace or 6eyond------^---- (t61ND RESPONDENT CARD 16.) 16. Again, just forclasslfication purposes, which letter on this cardincludee your total family income before taxes last year? (62) - .. Refused y A. Under $7,500 -- --------------- 1 B. $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 $20,000 co $25,000 ------ F. Over $25,000 - ------------------ 6 17. (LNllLCATESER.) (63 Nele ___---------------------------- -_ Female _--_-___-__---__----____- ATTACH.QUESTI0NNAIRE TOSCRELNER'. •

A42318w (ASR.ALL:) 30. Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS APRID RENOVE.) What do you thiak is the main idea the manufacturer wants to gat across about TRUE? (PROBE:)Hhat else? A"-ie . 65>) ~- 31 38- (OPEN PORTFOLIO T0TRUE. AD.) 11a. Is there anything In the TRUE ad that you particularly like? (CONTINQE) - Yea ------ (SRIP TO Q.12a) -- No ------- 11b, What is there in the TRUE What else? ad that you particularly like? (PROgE:)- 43-0 44- - 12a.. Ia there anything ip the TRNEad that you particularly dialike? 45(46) (CO?TAINUH) -- Yee ----- (SRIP TO Q.13a)~- No -------~ :Zb. What is there in the What else? TRUE ad that you particularly diciiket~ (PROREe) 7- d 50-

642318A 4. What do you remembar about the TROEadvartisemeat? (PROBE:) What else do you remember? . . .. . 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 yqu about TRUE? (PROBE:) What else? 23- ~.24--__ s5- . 26- 27- (IF'RESPONDENT SAYS ^DON'T KNOW" TO Q.S, SKIP TO Q,10.) ~ (HAND RESPONDENT CARD 6.)' 26 6. what Thinking about what you've just told me about the advertising message , phrase on this card beat describes how important this is to you? . {29) gztaemely important ----- 6 - Very important -------- 5 Somewhat important ----- 4 _ Somewhat unimportant -- 3 Very unimportant -------- 2 Not at all important --- 1 7. (RAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this is to you? - (30) 0otremely believable -----6 Very believable ----- 5 Somewhat believable ---- 4 Sonewhat unbelievable ---- 3 . Very unbelievable ------- 2 . Extremely unbelievable -- 1 S, (HAND RESPONDENT CARD 8.) And, which phrase on thiscatd best describes how different you'thiuk this meseage.is from other cigarette advertising? (31) - Extremely different ------ 6 Very different --------- 5 Somewhat different ------- 4 Somewhat similar -------- 3 • Very similar----- ----- 2 E:tremelyeimilar ------ 1 9. (HAND RESPONDENT CARD 9.)+ Based on the message, which phrase on this card beat describes yourintereet in trying TRUE cigarettes?- (32) Extremely interested ------6 Very interested --------- S . Somewhat interested ---- 4 Somewhat disinterested --- 3 Very disinterested ----- 2 Extremely disinterested -- 1 O F+ GO W O ~ O1

,..NATIONAL CONSENSUS SURVEYSJ 801 Second Avenue New York, Nev York 10017 i42318W ~ ~~.4 13- 4 NAlEt Ca O V~..... 'Y PNONE 1, ' Please take a few minutea to go through the advertisements in this book. please taks as such time with each ad as you ore_to. If you ordinarily wear reading , R).asees, you'll twed.them. f(HdND 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. - Whasbrands or products do you remember seeing ads for in the book? (PROBE:) My other brands7 (DO NOT READ EITHER BRAND NAMES.OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14 Asans:Range___--__-__._ 1 Dole Pineapple ---------- 1 Luke----------- BapkAmericard/VIBA --- 2 General Electric Washer - 2 Golden Lights---- Baysr Aapiria------- Hilton Hotels ----- },, Golden (Unsp.,)--- 5 Bol.ns. Lawn Mower --~ Kaveseki ------------(~ Kent Golden----- -6_ Budweiaar ----- ----- - A Old Spice Pocket Cologne - 5 Kent Golden Lights- 7_ 61 Polaroid Camera-----^- 6 Kant Lights---- Canadian Club------.../ y Coca Cola ----------- Singer Sewing Machines --- 7 Kent (Unrp.)---- ConcordWatches---- 8 Taeter's Choice ------ 8 Lighte (Unap,)--- 0 Crest toothpaste -- 9 Weight Watchers ------- 9 True----------- a .. Other (SPECIFY): y (IP NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONEOE TWO CIGARETTEBRANDSMEN'fIONED, SKIP TO Q.3b.)(IP ALL FTN1tEE CIGARETTEBBANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASKt) - Do you reps:mber®y ads for cigeretteet (15): Yss breads do you remaber seeing ads for? Any others? TO Q. 10) tuka ------ 7 Golden Lights ----- 4 Golden (Unsp.) ----- 5 Kant Golden, ------- 6 1Cent Colden.Lights -- 7 Kent Lights ---^- 8 Kent (Unep.) ------- 9 Lighte (Uesp.~)---- 0 True - i Oaher (SPECIFY): " y - 3b. (IF "ONE" OR."TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? (16) Yea------- - 1-~What brande were they? AnyothersT. (16) Luke ___-__-_-_- 3 . Golden Lights ----- 4 No --------- 0 folden (Unap.) ---- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 C, Kent Lights ------ 8 ~ ¢ (IF TRUE MENTIONED IN Q.2, 3a, OR'3h, CONTINUE.) Kent (Unsp.) ----- 9 L. Ylghte (Dnep.)_____- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR.3b, SKIP G ~ TO Q 10 ) irW - _ v . , Other (SPECIFY): y

-4- /42318W13a. What one brand of cigarettes.do you smoke moat frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MOST BE PROBEDc IF BENSON d HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or u1M~ti~Filter" madeby Benson & Hedgee?" IF CAMEL, ASK: "Ie that Camel or Camel Lights7" IF KENT, ASK: "Ic t11at Kent or Yent Golden Lights?" IF ROOL, ASK: "Is that ICool, Kool Milds,, or Kool Super Lights?" .. IF L& M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L& M Llghce 100mm?" - IF MARLBORO; ASK: "Is that Marlboro or Marlboro Dighta7" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Go1d - Ligh[st'~ IF PALL MALL, ASK: "Ie that Pall Mall or Pall Mall Extra Mild7"IF PARLIAMENT, ASK; "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or RaleighExtra Mild7" IF SALFN, ASK: ^Iethat Salem or Salem Lights?" .. -- IFTAREYTON, ASK: "Is that Tareytony Tareyton Lights, or Tareyton Lov Tar Menthol_?T' IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra.Mild?° _ IF WINSTON, ASK:. "Is that Winston or Winston Lights?" (52) Alpine - _____------ 1 Multi-Filter By Benson & Hedges 3 Benaom & Hedges Lights ------ 4 *Benson~& Hedges (Other) ------- 5 Camel Lights ----------- 6 *Camel (Other) ---------------- 7 Chesterfield ------------- 9 Decade ___-________-______-- 0 Doral Eve ___-_-_______________-(So) Facc -_-_-_ Gauloises ----------------- Lceberg100'e --------------- Kent Golden Lighte ---- ---- *Kent (Other) _-___-___-_ Kool Super Lights --------- Kaol Milda 1 2 3 4 5 6 7 *gool (Other) ------------- 8 L & MFlavor Lighte ----------- 9 L & M.Lightsl00a -------- 0 *L &M~ (Other) ------------- x Lark -------- -_-y (54) Long Johne ____________________ 1 Lucky Strike ----------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ----------- 4 Max ------------------------- 5 Merit ------------------------ 6 13b. Ie that filter or non-filter? (54) Newport Lights -- ---- 8 *Nevport (Other) --------- 9 Now 0 Old Gold Lights ------------- x *01d Gold (Other) --------- y (55) Pall Mall Extra Mild - -- 1 *Pa11 Mall (Other) - -- 2 Parliament Ultra Lights ---- 3 *Parliament COther) - -- 4 Philip Morris--------- 5 Raleigh Fxtra Mild ---- 6 *Raleigh (Other) ------------- 7 Real ----------- --- 8 Salem Lightq *Salem (Other) 0 Saratoga ---- --^------ x Silva Thins ---- Y (56) Tall I Tareyton Lights ---------- 2 Tareyton Luw Tar Menthol ----- 3 *Tareyton (Other) -------- 4 True 5 Vanguard ----------^-- 6Vantaga 7 Viceroy Extra Mild --------- 8 Wiceroy (Other) --------- A Virgihia Slima --------- 0 ' Winston Lights ------^--- x *Winston (Other) ------------- y Other (SPECIFy): (57) A Filter -------- V" Non-filter --- 2 N 13c. Im (SO\ LJ Is that regular, king-size, 100mm or the extra-long 120mm7 ' -- ) i1 ulsr ---- -_ ( t He g King-size 2 :3 100® --- 3 m 12omm --------- 4 1 )