Tobacco Documents Online

F42318N 14. How.many cigarettes doyousmoke iu an average dayP. 9 or less(less than1/2pack) ---- 10~to19 (1/2 pack to 3/4 pack) ----- 20to29 (1 pack) ----- ---- .. 30to39 (1-1/2 packs) ------- 40 or more (2 packs or more) - C71fSSIFICATIO*1 Now, jasc a:ew questions for statlstlcal purposes only. 15: What wa. the last yrade uf school you completed? - (60) 1 2 (61) Some gra®ar school (lat-7th grades) --- -1 Crammar aahool graduate (8th grade) --- 2 some high~school~. (9th-llth grades) -- 3 High school graduate (12th grade) --- --- SColome college --------------------- lege graduate or beyond ------------- 6 (lL1ND RESPONDENT CARD 16.) 16. Aga1n, just for classificatlonpurposes, which letter onthi9 card includes your total family income before taxes last year? (62) A. Under $7,500 - -------------- 1 e. $7,500 to 510,0 00 ------------ 2 C. Over $10,000.to $15,000 --------- 0. Over $15,000 to $20.000 -------- E. Over $20,000 co $25,000 5 P. Over $25,000 -- --------------- 6 Refused ------- ---- -_ y 17. (1ND[CATE SEY.)- (67( . Nale---------------- ------- -_ _-__- _ ` Female --------- ----____--__ __ ACH QUESTCONNAIdiE TO SCREENER. 80-1 (

042318W 4. What do you remember about the TRUE adveitieamantl(PBOBg:) What else dc you remqmbertl 17- lg- 19- 20_ 21- 22- 5. Aside from wanting.you to buy them, what was the measage the manufacturer was crying to get across to you about TRUE? (PROBE:) What else? 23- 24- -. _ 25- .. 26- 27- (IF'RESPONDENT SAYS "DON'T RNOW TO Q.5, SKIP TO Q.10.) 28 (NAND RESPONDENT CARD 6.). 6. Thinking about what you've Just told;me about the advertising message, what phrase on this card best descdbes how important this is to you? 429) Extuemely important ---- 6 . - - Very important --------- 5 Somewhat important ------ 4 - gomewhat unimportant ---- 3 - - Very unimportant ----- 2 Not at all important --- 1 1. (HAND 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 . Somevhat believable ----- 4 Somewhat unbelievable -- 3 . Very unbelievable - - - - - - 2 Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD 8.) .. And, which phrase on this card beet describes how different you think this message is f¢om other cigarette advertising? .. ........ . (31) Eztremely different ----- 6 . Very different -------- 5 Somewhat different -------- 4 Somewhat efmiiar 3 ... Very similar --------- 2 Extremely similar ------ 1 9.. (HAND RESPONDENT CARD 9.) a Based on the message, which phrase on this card beat describes your interest in trying TROEcigarettesT (32) Extremely incerested. ---.6 - Very interested ----- 5 Somewhat interested'----- 4 Somewhat disinterested --- 3 Very disinterested ---^- 2 Extremely disinterested --- 1 O F+ JD W a 0 ~ ' -

i42318w 10. (A8R ALL:) Let's take a feveeconds to look at theTROE ad again. (P.BPOSE POg 5 SECONDS AlBI REMOVE.) What do you think.isthe main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-q 38 - lla. (OPeN PORTFOLIO TO TRUE_ AD.)' Is there anything in the TRUE adthat you particularly like? (39) (CONTINUE) -- Yes - (SEIP TOQ.12a) __ No iib. What is there in the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything tn the TRUE ad that you particularly dielike7 (46) (CONTINUE) (SKIP TO Q.13a) - Yee ~ - No --~ (2~J -:2b. What is there in the TRUE ad that you particularly dialike? (PROBE:) What else? 8-

) ~~ ~ P NATIONALCONSENSUS'SURVEYS ~S 801 Second Avenue Nev.York. New York 10017 /42318W' 13- 4 NAMg; 19PgONE S: Pleaaa take a few minutes to go through the advertisemente in this hook. pleaea take se ®ucN time with each ad as you eeza_to. If you ordinarily wear reading `laasaa, you'll need them. ' 2. (BAND RESPONDENT PORTFOLIO AND TAKE ITBACE BEFORE CONTINUING.) gov. I'd like to ask you a few questions about the ada in the book.. What brands or products do you remnber seeing adafor in the bookt~ (PRDBE:) Any other brands? (DO NOT READ EITHER BRAND NA[MES'OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amane Bange-------- 1 Dole Pineapple 1 Luke-________ BanklmaricardJVISA --- 2 General Electric Washer - 2 Golden Lights---- Bayez Aepirin------- giltonHotels --------- 3 Golden (USep.)-- 5 Bolans Lawu Mower -- Kawasaki ---------- 4 Kent Golden------ 6 - -~ Budweiser --------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- ` 7 Canadian Club------ 6 Polaroid Camera-------- 6 Kent Lights----- 8 Coca. Cola --------- 7 Singer Sawing Machines -- 7 Eenr (U¢ap.)---- 9. Concord Watches----- 8 Daster's Choice ------- 8 Lights (Unap.)--- 0 - Creat toothpaste -- 9 Weight Watchere --------- 9 True-----_~---_ _ Other (SPECIFY): 7 (IF NO CIGARETTE BRANDS NENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE.BBANDS MENTIONED. S&IP TO Q.3b.) (IF ALL. TNBEE CIGARETTE BRANDS NENTIONED, SKIP To Q.4.) 3a. (IF NO CIGARETTE BRANDSNENTIONED ABOVE, ASE:) Do you remember a¢y ads for cigarettes? (li)" Yss ----~'~T ~aWTiaE brande do you remmbar saeing ads for? Any others? suka 3 Golden Lighta 4 Golden (Unap.) --- 5 gant Golden ----- 6 Eent Golden Lights -- 7 Aent Lights --- 8 Kent (Uas ) 9 p. Lights (Uesp.)---- 0 True - i - Other (SPBCIFY): - 7 No ----- 2- ---y (SEIS' TOQ.10) 3b. (IF "ONE" OR "TWO" CIGARETTE BRANDS NBNTIONED~ ASK:) Do you remember eny sda for any other brands of cigarettes? (16) Yea - - - - - - 1-aWhat brands were they.2 Any others? (16) 3 Golden Ligkte ----- 4 6olden (Unep.) ---- 5 Eent Golden ------ 6 0 Kent Golden Lights -- 7 N Kent Lights ----- g w OR 3b, CONTINUE.) (IF TRUE NENTIONEDIN Q.2 3e Bent (Unap.) ------ 9 ,P , , Llghte (Unsp.)---- 0- p (IF TRUE NOT NENTIONED IN Q.2, 3a, OR 3b, SKIP ~ TO Q 1 ) . 0. Other (SPECIFY): 7

-4- E42318W . 13a. What one brand of cigarettes do you smoke most frequentlyT (DO, NOT READ BRAND •. NAMES.) . . THE STARRED'BRANDS MUSTeE PROBED: IF BENSON SHEDGES,ASKC "Is that. Benson & Hedges, Benson & Hedges Lights, or u1t~Filer" aade by Benson & Hedges?" IFCAMEL, ASK: "Ie that Camel or Camel LSghtst" IF KENT, ASK: °Ie d4t Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF': & M, ASK: "Is that. L & M, L & M Flavor Lights, or the longer L & N Lights100om:Z" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEL'PORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or O1d0o1d Lighte1'r IF FALL MALL, ASK: '*Ia that Pall Ma1L or Pall Mall Extra Mild?" IF FARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" --- IF FALEIGH', ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALBH, ASK: "Is that Salem or Salem Lights?" IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menc - IF VICEROY, ASK; "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON,ASK:. "Ia that Winston or Winston Lights?" (52) Alpine I gelair ---------------- 2 Multi-Filter By Benson & Bedges 3 Benson & Nedges Lights ------ 4 *Benaou~S Hedges (Other) ----- 5 Camel Lights ------------- 6 *Cane1 (Other) --------------- 7 Carlton ------- ------ ------- 8 'Cheaterfield'~ ----- ---- ---- -- 9 Decade --------"-------- 0 Doral ___--------- -__-___-_ x Eve (s~a) Fact ________-_____________- 1 Gauloiaes ----------------- 2 Iceberg 100's --------------- 3 Kent Golden Lights --------- 4 *Kenc (Other) 5 Kuol Super Lights ----------- 6 Koo1 Milda ---- ------ ----- - 7 *Kool (Ocher) ---- -------- 8 L & M Flavor Lights ----------- 9 L 6 M Lights 100mm -------- 0 *L & M (Other) _________________ x (54) Long 7ohns ------- ------- -___ 1 Lucky. Strike ------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ----------- 4 Max ______5 Merit _-__-_____----------- 6 (54) More 7 Neaport Ligbta -- ---- 8 *Nevport (Other) ---- - 9 Now --------__'_----_- 0 Old Gold Lights --------- x *Old Gold (Other) - -- y (55) Pall Mall Extra Mild -------- 1 *Pall Mall~ (Otber) --- 2 Parliament Ultra Lights r----- 3 *Parliameat t0ther) ----------- 4 Philip Morris --- -- 5Raleigh Extra Mild -------- 6 *Ralaigh (other) -- ---' 7 Real -__------- - -_ 8 Salem Lights 9 *Salem (Other) --------- 0 Saratoga -------^- - _ Silva Thina -------- -- y 56) Tareyton Lights --------- Z Tareytcn Iov Tar Maathol -^--- 3 *Tareyton (Other) ------------ 4 Drue 5 ~ Vanguard __- -------- -------- 6 Ventage ---- -------- --------- 7 Viceroy Extra Mild --------- 8*Viceroy (Other) ------------ 9, Virginia Slims 0 Winston Lights -------------- a *Winston (Other) ------------- y Other (SPECIFY): (57) % 1 13b. Iethat filter or non-filtert (5 Filter ------- 1 O Non-filter ----- N 13r. 100® 120mm ----_-__- Regular ------ --- & King-eize ------ . O Ie that regular, king-size, 100® or the ex[ra-long 120mm? (59)(,~j