Tobacco Documents Online

/42318W 14. 20 to 29 (1 pack) 30 to 39 (1-1/2 packs)~ ------------ 40 or more (2 packs or more) --------- 10 to 19 (1/2 pack to 3/4 pack) -- 9'or less (less than 1/2 pack) --- Now many cigarettes do you smoke in an average day? - (60) CIASSIPTCATION hou, jwc a iew questibns for statistical purposes only.. 15, What was theiast grade of school ynu, complecedY • (61) Some grammar school (lat-7th grades) --- 1 Crammar school graduate (8th grade) --- 2 some high school (9th-lith grades) ----- 3 High school graduate (12th grade) -----_ ~ Some college ---___-_-__ College graduate or beyond ------------ _6 (t41ND RESPONOENT 16, Again, just fior c CARD' 16.) lassification pur pose s, which letter on this card includes your total family income before ca xes last year? (62) A. B. Under $7, 500 ------------------ I $7,500 to s10,000 ------ ----- ---- 2 C. Over $10,000 to $15,000 ----------- 3 . D. Over $15,000 to $20,000 ---------~ 4' E. over $20,000 to $25,000 ------ . F. Over y"25.000---_--___--_- - ~ Refused -------------- -__-----_ y 17. (1NDICATE SEX.) Nale ____-__________________________- - 1 ~ - Female ATTACN QUESTIONNAIRE TO SCREENER. . ( ~

,1 /4231&W (ASK ALL:) 10. Let's take a feweeconds to look at the TRUE ad again. (EXPOSE pOE 5 ' SECOtlDSABOBEMOVE.) . What do you think is the mein idea the manufacturer vante to get across about TRUE? (PROBE:) What elae? 33-0 37 38- (OPEN POBTPOLIO TOTRB. AD.)lla. Is there anything in the TRUE ad..that you particularly like? (CONTINUE) - Yes -- (SEIP TO Q.12a) -- No ---- 11b.. What is there in the What else? - TBBE ad that you particularly like? (PROBE:) S~ 4.,.44..') ® ft. ~st4_ s_,~ , l 4- ~~~ ~- 42`1/1 AOC 44- 45- 12a. Ia there anything in the TBQEed that you particularly dislike? (46) (CONTINUE) - Yee (SKIP TO Q.13s) - No -------- 526. What is there im.the TRUE ad that you particularly dislike? (PBOBE:) What else?. _

.t 4.. #42318W What do you remembar about the TRDEadvertisement4 (Pi088:) What slss 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 yvu about TRUE? (PROBE:) What else? 23- 25- _ . . .: _ 26- 27- _ (IFRESPONDENT SAYS "DON'T KNOW° TO Q.S, 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 deacribes how important this is-to you? {29) Extnemely important ----- 6 - Very important ---------- 5 Somewhat important ------ 4 Somewhat unimportant ---- 3 Very unimportant ---- 2 Not at all important. ---- 1 _ 7. (NAND RESPONDENT CARD 7.)' Again, thinking about the advertising message, which phraeeon 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. (HANDRESPONDENT CARD 8.) --- And, which phrase on this card beat describes hov.different yoa tbink this message ia from other cigarette advertising?~ . . (31) Extremely different ------ b . Very different ---------- 5 Someuhat 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 - trying TRUE cigarettes? (32) Extremely interested -----• 6 Very interested----- 5 Somewhat interested ----- 4 Somewhat disinterested --- 3 Very disinterested ----- 2 Extremely disinterested -- 1 0 M 2 U A O t0 Q

. NATIONA(. CONSENSUS SURVEYS 1(1 801 Second Avenue New Ycrk, New York 10017 i42318W 13- 4 NAME: PNONEp: 1. Please take a few minute~'to go through the advertisements in this book. Please take as much time with each ad aa you asra.to. If you ordinarily wear reading 2. gLaesee, you'll need them. (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Now, I'd 11ka to ask you a few questions about the ads in the book. . What brandeor products do you remember seeing ads for in the book? (PROBE:) Any other hranda4 (DO NOT READ EITNER.BRAND NAMBS OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Aewna Range-___---_- 1 Dole Pineapple. I Luke---------- 3 SankAmrricard/VISA --~2 General Electric Washer - 2 Golden Llghts---- Bayer Aspirin------- 3 Nilton Notels --------- 3 Golden (Unap.)-- 5 Bolans Lawn Mower ---- 4 Kawasaki ----^------- 4 Kent Golden---- .~6 _-_ Budweisar -------- 5 Old Spica Pocket Cologne - 5 Kent Golden Lights- 7:--- Canadian Club------ ,~ Polaroid Camera------- 6 Kent.Lights---- . 8 ... _ Coca Cola -----^ Singer Sswing Machines --- 7 Keat (Unap.)----- ® - Concord Watches----- B Taeter's Choice ------ 8 Lights (Uhap.)-- 0 _ Crest toothpaste -- 9 Weight Watchers ------- 9 True------ __- i . Other (SPECIFY): y (IF NO CIGARETTE BRANDSNENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF A1.LTfDlEE CIGARET'fgBRANDS MENTIONED, SKIP TU Q.4.) 3a. (IF NO CIGARBTTgBRANDS MENTIONED ABOVE, ASK:) - Do you remember eny ads for cigarettes? (15)" Ys4 brands do you remember seeing ads for? Any others? . . ., .._ . . . Rk~~^. iuke ^------- 3 Golden Llghta ----- 4 ' Golden (Unsp.) -- 5 gent Golden ---- 6 . Kant Golden Lights -- Kent Lights I 8 - K ) 9 ent (Unsp. Lights (Ueep.) 0 z Ocher (SPECIFY): - y No ----- + 2-'~ (SKIPTOQ. 10) 3b. (IP"ONE" OR "TWO" CIGARETTEBHANDS MENTIONED, ASK:) Do you rsmsmbar any ads for any other brands of cigarettes? 0 (16) Yes ------- ~iWhat brands were they? Any others? (16) Luke Q No ----_--- 2 Golden Lights ----- 4 Golden (Unap.) 5 Kent Golden ------ 6 Kant Golden Lights -- 7 p CONTINUE.) (IF TRUE MENTIONED IN Q.2, 3a, OR 3h, Kent Lights ----- Kent (Unep.) ----- g 9 Fa j . LiRhte (Unep.)---- 0 a (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True : TO Q.10.) Other (SPECIFY):

j ' -4- 042318W 13a. What one brand of cigarettes do you smoke.most frequently4(DO NOT READ BRAND NAMES. ) . . . . . THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK:"Is that Benson & Hedges, Benson 6 Hedgee Lights, or ulti-Filter"'made by Benson & Hedgee?" . IF CAMEL, ASK: "Iethat Camel or Camel Lights?" IF KENT, ASK: "Is that Kent or Kent Golden Lights?" IFKOOL, ASK: "Is that Kool, Kool M11ds, or Kool Super Lights7" IF L d. M, ASK: "Is that L & M, L d M Flavor Lights, or the longer L6 N - Lighte 100mm?" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD.COLD, ASK: "Is that Old Gold Filter or Old Gold L1gh- t~ . . IF PALL MALL, ASR: "Is that Pall Mall orPall Mall Extra Mi1dY" IPPARLIA2IENT, ASK: "Is that Parliament or Parliament Ultra LightsY" IF RALEIGH, ASK:°Is that Raleigh or Raleigh Extra Mi1d?"' - -" IF SALEM, ASK: "Is that Salem or Salem Lights?" - -IF'TABEYTON, ASKh "Is that Tareyton, Tareyton Lights, orTareytonLow Tar Men. .. . .. _ IF VICEROY, ASK; "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK:"Ia that WLnston or Winston LlghteY' (52) Alpine: _______1 Belair ---------- --___--_- 2 Multi-Filter By Benson 6 Hedges 3 Benson 6 Hedges Lights ------ 4 *Beneon & Hedges (Other) ------ 5 Camel Lights ------------ 6 *Camel (Other) --------------- 7 Carltoa~------^--------- 8 Chesterfield ------------ 9 Decade.---------------- --_ 0 Eve-------------- -_------ - (s$) Pact -------- ----- -__-____ 1 Gauioisee -------------------- 2 Iceberg 100's ------------- 3 Kent Golden Lights ---------- 4 *Kent (Other)-------- ----- 5 Kool Super Lighte ------------ 6 Kool Miids--------------- ©7 *Kool (Other) L & M Flavor Lights --------- 9 L & M Lights 100mm~----- ----- 0 *L 6 M (Other) ---------------- x Lark __-__v (54) Long Johne ---------------- ____ 1 Lucky. Strike ------ ---------- 2 Marlboro Lights------------- 3 *Marlhoro (Other)------------- 4 Max ------- ---- _------------ 5 Merit. ----------------------- 6 l3b• Is that filter or non-filter? (54) Newport Lights -- ----- 8 *Newport (Other) --------- 9 - Now 0 Old Gold Lights --------- x. *Old Gold (Other) ------- y (55) Pall Mall Extra Mild -------- 1 *Pa11 Mall (Other) - - 2 Parliavent Ultra Lights --- 3 *Parliament t0ther) ------- 4 Phllip Morris -- --- 5 Raleigh Extra Mild --- 6~. *Raleigh (Other)------^^--- 7 Real 8 Salem Light4 ------------------- 9 *Salem-(Other). ---------- 0 Saratoga --------~_--^- -__ x Silva Thine -- ------ y (56) Tall -__-- _-_----- ---------- 1 Tareyton Lights 2 Tareyton Low Tar Menthol -- 3 . *Tareyton (Other) ------------- 4 True 5 Vanguard ------------------- 6 Vantage --------------- 7 Viceroy Extra Mild ---- ------ g *Viceroy (Other) ------------ 9. Virginia Slima ----------- 0. ' Winston Lights ------------ x*Wineton (Other) ------------ y Other (SPECIFY): . (57) ~! 1 ~~ Piltar ---------- Non-filter ------ 2~ N 13c. Is that regular, king-size, 100® or the eztra-long 120mm? (59) ~ . Regular ---- ----- ,p . King-eize ------~ ~ 100mm --'-- 3 ~