Tobacco Documents Online

j #42318W 14. How many cigarette s do you smoke in an average dayY 9 or less(lesatham 1 10 to 19 (1/2 pack to /2 pack) --- 3/4 pack) (60) 1 20to 29 (1 pack) --- --------- 3 .. 30'to39 (1-1/2 packs) ------ 4 40, or more (2 packs or more) ---- 5 CLASSIPICATION hoW, jaet a;eW.questio ns Eor statistlcal purposes Gnly. u• What Waa che last grade of school you completed7 • (61) Some grammar school Crammer school grad (let-7th gradea) - uate (8Fh grade) --- - Z - 2 Samehigh school (9 th-llthgradea) -- - 3 . High school gradhat e (12th grade) ---- - 4 Somecollege -_-- --------- -----_ - 5 CollegegCaduate or beyond---------- ®- (1LtND RESPONDENT CARD 16.) Again, just for classification purposes, which letter on-this card'includee your total family income before taxes last year? (62) A. Under $7,500 --------_-__-_ ~],~ a. $7,500 to 510,000 `2,C. Over $10,000 to $15,000 ------ !!!"'_ - D. Over $15,000 to $20,000 ---------- 4 . . E. Over $20,000 to $25,000 -------- 5 .. F. Over$25,000 ------------ 6 R e f u s e d - - - - - - - - - - - - - - - - - - - - y 16. 17. (LNDTCfuTE SEB. ) Nale --_------- ------- -_--------- -_ 1. Female ( ATTACH QUESTIONNAIRE TO'SCREENER. g0-1 I

r l42318N (ASR ALL:) 10. Lec'e take a.few seconds to look at the TRUE ad again. (EEPOSE POR 5 SECONDS AND REMOVE.) What do you think is the main idea the mauufaciurer vants to get acroae abVut TRUE? (PROBE:) What else? ,~&.-~A . ~ . (t~ ~c,.w..SL '\- r,~~ _ r".~ (? D •~ n ~.D , 33q - -' ~ a .Aar~:-:+ vP:a, v+,+vQ.)J:e._l ~-1 ^e(M 34- (OPEN PORTFOLIO TO- TRE- dD.)'. lla. Le there anything in the TRUE ad that you particularly like? (CONTINUE) - Yee ---- (SKIP TO Q.12a)__ Bo i1h. What ie there in the TRUE ad that you particularly like? (PgOBE:) - What else? . .-dd- i . ~- 4'en ) CR~ 41_ ~' 42_ y -4-3-- 44- _ 45- 12a. Is there anything in the TRUE ad that you particularly dislike? fik . (CO;7TINQE)__ Yea (Al(1') (SKIP TO Q.13a) - N `•o :2b. What is there in the TRUSad that you particularly dislike? (P80BE:) What else? .~ ~ ~ a A-r' ons NA t~a ~ ~ . ~~CZ!, 6~ 4,_7 48- 49 50 51

942318w 4. What do you remembar about the TRUE- advertisement? (PROBE:) What else do you remember? . , . . 17- 1g- 19- 20- 21- 22- 5. Aside from wanting.you to buy them, what vas the message the manufacturer was trying to get across to you about TRUEt (PROBE:) What else? 23- 24 2$- 26- 27-' (IP RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP'TO Q.10.) . 28 (HAND RESPONDENT CARD 6.) 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) Exteemely important ------ 6 . Very important ---------- 5 Somewhat important ------- 4 Somewhat unimportant ------ 3 Very unimportant ---- 2 Not at all important ---- 1 - 7. (HAND RESPONDENT CARD 7-.)Again, thinking about the advertising message, which phrase onthia card best describes how believable this is to you?. - (30) Eatremely believable ---- 6 - Very believable ------- 5 . Somewhat believable ----- 4 Somewhat umbelievable ----3 . Very unbelievable ------- 2 . . Extremely unbelievable - 1 8. (RANDRESPONDENT'CABD 8.) - And, which phrase on this card best describes how different you think this message is from other cigarette edvertising?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 beat describes your interest in trying TRDE cigarettee7 (32) IDctremeLy interested ---- 6 Very intereeted----- ----- 5 Somewhat interested -------- 4 Somewhat disintereeted ---- 3 Very disinterested ------- 2 E:tremely disinterested --- 1 ~ N 2 ~ A O ~

TNATIONAL CONSENSUS SURVEYS142318W ,/ 801 Second Avenue New York, New York 10017 13- 4 NAI01:. PNONEfl: '~3S -rAt6A 1, please take a few minutes to go through the advertisements in this book. Pleaaa take as much time with each ad as you aara.to. If you ordinarily wear reading glssaas, you'll need; them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few questions about the ads in the book.WEat brands or products do you reaember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITDER BRAND NAMES OR PRODUCT CATECORIES.) GENERAL ADS CIGARETTE ADS Amann eanga-___---__ 1 Dole Pineapple I Luke---_-_---- BsakAmaricard/VISA --- 2 General Electric Washer - 2 Golden Lighta----- Bayar Aapirln-------- 3 NS1tonHotels ---------- 3 Golden (Unap.)-- 5 golens Lawn Mower ---- 4, Kawaaskl -------------- 4 Kent Golden------- 6 Budweiser --------© Old Spice Pocket Cologne - S Kent Golden Lights- 7 Canadian Cluh----- 6 Polaroid Camara-------- 6 Kent LSghta--- _B Coca Cola -------- 7 Singer Sewing Machines --- 7 Kent (unsp.)------ _ 9 Concord Watches---- 8 Taster's Choice ------ 8 Lights (Unap.)--- 0 Crsat toothpeeta - 9 Weight Watchers ------ 9 Other (SPECIFY): (IF NO CIGABETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDS MENTIONED. SKIP TO Q.3b.) (IF ALL TBREECIGABETTE BRANDS MENTIONED, SKIP TO Q.4.) 3s. . (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15) ' Y.. ----"'I -1V1'ut brands do you remember saing ads fori Any others? 9 3 Yuke --_-- 4 Golden Lights Golden (Unsp.) --- 5 Kent Golden 6 Kent Goldan Lighta -- 7 Kant Lights ----- 8 9 I(ent (Unsp,) Lights 0 z True Other (SPECIFY): y No -----+ 2--y (SKiP T0Q. 10) (Ip "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b. Do you remember eny ads for any other brands of cigarettes? (16) Yee ------ 1-iWhat brands were they? Any othereT. (16) 3 Golden Lights ----- 4 Golden (Ilnap.) ---- 5 Kent Golden 6 O Kent Golden Lights -- 7 j,a Kent Lights ------- 8 OD (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unsp.) - --^ 9 -, Lighte (Unep.)--- 0 p (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q 10 ) 7rue z (O . . Other (SPECIFY): y

- , -4- f423181Y 13a. What one brand of cigarettes do you smoke.most frequently7(DO NOT READ BBAlID HAMES.) THE,STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK:. "Is that Benson & Hedges, Beneon & Hedgee Lights, or u1N ti-Filter"made by Benson S Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lighte?" IF KENT, ASK: "Is t11at gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milde, or Kool Super Lights?" IF L 6 K, ASK: "Ia chat L & M, L A M Flavor Lights, or the longer L 6 M Lighta 100oo7" IF MARLBOBO. ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPOBT, ASK: "Is that Newport or Newport Lights?" IF OS1lCOLD, ASK: "Is that Old Gold Filter or Old Go1Q Ligh IF PALL MALL, ASK: °Isthat Pall Mall or Pall Mall Extra Mild?o IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?"' IF SALEMy ASK: "Is that Salem or Salem Lights?" - - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or TareytonLov Tar Menthol7~ _ IF VICEROY. ASK: "Is that Viceroy or Viceroy Extra Mild?" IF NINSTON, ASK: "Ia that Winston or Hinston,Lighte?" (52) Alpine ___- ____^-_-_- 1 Belair ----------- -_----- -__ 2 Multi-Filter By Benson B Hedges 3 Beaeon & Hedges Lights ------ 4 •Benean S Hedges (Other) ------- 5 Camel Lights ------------- 6 *Camel (Other) ---------- -_-__ 7 Carlton ___-___------- -_-_ 8 Chesterfield ------------- 9 Decade -------------------- 0 . (54) More -7 Newport Lights ----------- 8 *Nevport (Other) ---- -- 9 Now OOld Go:d Lights ------- x *01d Gold (Other) - ----- y (55) Pall Mall Extra Mild -- 1 *Pa11 Mall (Other) - --- 2 Parliament Ultra Lights - - - - 3 *Parliament rOther)--------- 4 Eve-------------- ---------- - (sL Philip Morrie -------- Raleigh Extra Mild Fact Cauloiaee ---- -------- ----- -- Iceberg 100's ------ ----- --- Kent Golden Lights ----------- *Kent (Other). _-_-___------- Kaol Super Lights ----------- Kool Miids. -------------- 1 2 3 4 5 6 7 *Raleigh (Other)-------~--- Real ------- ------ __---_ Salem Lighta ----------- *Salem (Other) ------- Saratoga ------------- Si1va Thins ---------- *KOO1 (Other) L S M Flavor Lighte ----------- L 6 M Lights 100mm~--------- *L 6 M (Other) ---------------- 8 9 0 x Tall ------- --------- Tareytoa Lights ----------- Tareyton Low Tar Menthol ----- *Tareyton (Other) ---------- Lark ------- ---- ----------- v (54) Long Sohns ------ _____-___- 1 Lucky. Strike ----------------- 2 Marlboro Lighta------------- 3 *Marlboro (Other) -------------- /11 Max ____________________-___- _ Vanguard _____-----~_--_-_ 6 Vantage 7 Viceroy Extra Mild -------+-- 8 *Viceroy (Other) -------- ---- 9. Virginia Slime-_-----___-- 0 .. Winston Lights --------- ----- x Merit --------- -_------- -___ 6 . *Winston (Other) y Other (SPECIFY): (57) ~ 1 13b• Is that filter or non-filter? (58) 13c. Filter ------- Q Non-filter ----- ~ Is that regular, king-size, 100aa, or the extra-loag 120mm7 .. Regular ---- -__ (~_ King-eise ------ 2 t~p 100mm -------- 3 N 5 6 7 8 9 0 x y (56) 1 2 3 4~