Tobacco Documents Online

J i42318W 14.. How many cigarettes do you smoke in an average cayl - (60) . 9 or less(ieas than 1/2pack) ----- 1 10to19 (L/2 pack to 3/4 pack).------ 20to29 (1 pack) ---- ----- ----------- . 30to39 (1-1/2 packs) 40 or more (2 packs or more) --------- CLASSIPICATIOA doar, juut a few questions for statistical purposes only. 15- What waache last grade of school you completed? • (61) --- 1 Somegraumar school (lat-7th grades) Grammar achool graduate (8ph grade) - - - 2 some highschooL (9th-11th gradea) --- 3 . High school graduate (12th grade) ------ 4 Some college ---- ------------'-'~5 College graduata or beyond -------- ••~-__ (lL1ND RESPONDENT' CARD 16.) 16. Again, just for c lassification pur pose s, which letter as this card includes your total family income before ta xes last year? (62) - A. Under $7,500 -- 1 -------------= e. $7,500 to S10,0 00 ----------- 2 C. Over $10,000 to $15,000 ------- . D. Over $15,000 to $20,000 ------- -~ . . L+. Over $20,000 to $25,000 ------ 5 . F. Over $25,060 - Refused ----- - ----- ------------- 6 ------- -__----- Y 17. (LNDICATK SE%.)~ (63) Male.._-__-__________________________-~, Female 2 ATTACH.QUESTI0NNA1Rk TO SCREENER. •

#42318W (ASK ALL:) 10~ Let's take a few seconds to look at the TRUE ad agaie. (EXPOSE POg 5 5ECONDS ADIDEEMOVE.) What do you think ia the main idea.the manufacturer vants to get across about TRUE? (PEOEE:)What elac7 ~to....- v 33-)'' 4S ~ Li~ 3 - 3g- (OPENPOHTFOLIO TO' TRUE. AD.) 11a. Is there anything in the TRUE ad that you particularly like? - - (39) (CONTINUE) -- Yes - S I T 12 -- N 1 \ / ~ - ( K P a) - O Q. o J ` : . 11h. What is there in the TRUE ad that you particularly like? (PgOEE:) - What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE adthat you particularly dislike? (4 . (FAN-T'1DNE) - Yee -~-' - (SgIP TO Q.13a) - No -- 3 ;2h. What ia there iu the TRUE ad that you particularly dislike? (PBOEEr) What else? .. VN Q.t6 .. Q~J 4g-S 4 50 51

fi42318W 4• What do you remembar about the TRUE advertisemtmtR (PBOBE:) What mle6 do you remambgr? ,. . . .. 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 you about TRUE? (PROBE:) What else? 23- ' -r24-- ~ 25_--- 27- (IP RESPONDENT SAYS "DONOT RDN1W" TO Q.5, SRIPTO Q.10',) - 28- 6. (NAND RESPONDENT CARD 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) E:taemely important ---- 6 .. . Veryimportant ---------- 5 Somewhat important ------- 4. ' - gomewhat unimportant ---- 3 Very unimportant ------ 2 Not at all important ---- 1 7. (BAND RESPONDENT CARD 7.). Again, thinking about the advertising message, which phrase on=this card best describes how believable this is to you? (30) - E:tremely believable ---6 Very believable -----5 Somewhat believable ----- 4 Somewhat unbelievable ----- 3 Very unbelievable ----- 2 . . gxtremely unbelievable ---- 1 8. (HAND RESPONDENT CARD 8.) .. . . And, which phrase on this card best deacxibes how different youthinh this . message is from other cigarette advertising?_. (31) Extremely different ----- 6 . Very different ------ 5 Somewhat different ------ 4 Somewhat similar ------- 3 Very eimilar ------------- 2 Extremely similar -------- 1 9. (lWiD RESPONDENT CARD 9.) s Eesed'.on the message, whichphrase on this cerd beat describes your interest in trying TRUE cigarettes? -(32) IDctremely interested ------6 . Very interested - - - - - - - 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested -------- 2 Extremely dieinterested -- 1 O M OD W Mo . .. . ..~P

NATIONAL CONSENSUS SURVEYS/42318W f 801 Becond Avenue New York, New York 10017 13- 4 NANg: 1PNONE9' C{,A,9 - r1? N. 1, Please take a few minutes to go through the advertisements in this book. Pleasa . take aa much time with each ad ea you asta-to. If you ordinarily wear reading glasses, you'll needthem. (NAND 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. What brands or products do you remam6er seeing ads for in the book4 (PBOBE:) Any other brands? (DO NOT READ EITHER BRAND NA!ffiSOR PRODUCT CATEGORIES.) GENERAL ADS 3a. 3h. Amana Range------- --_ 1 BsakAmaricard/VISA --- 2Bayar Aaplria------- 3 Bolans Lawn Mower -~ -~ Budweisar ------ -~~- Canadiaa Club------- 6 Coca Cola -------- 7 Concord Watches--- 8 Crest toothpaste -- 9 Dole Pineapple ------- 1 General Electric Washer - 2 Niltoagotels -------- 3 Kawasaki ---------- 4 Old Spice Pocket Cologne - S Polaroid Camera------- 6 Singer Sewing Machines -- Taeter'a Choica Weight Watchers ------ - CIGASETTE ADS (1 Luke----____-- Golden Lights- Golden (Unsp.)--- 5 Kent Golden------ 6 Kent Golden Lights- -.7: Kant Lights----- 8 KanG (llnap.)__-__.- 9 Lighte (Unsp.)-- 0 . Other (SPECIFY): y (IF NO CIGARETTEBRAf1DS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGABETT!E.BRA4NDS lLENTIONED; SKIP TO Q.3b.) 7 CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) (IF ALL [-TlLM (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASKt) _ Do you remember any ads for cigarettes? (16). Yaa ---- -- 1-iWhet brands were they7Any others? ' (16) L,dce --- ____--_- 3 No ------- ~' Golden Lights -_-~ 4 Golden (Unsp.) - 5 Kent Golden -------- 6 Kent Golden Lights - 7 Kent Lights ---- 8 ~ (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unsp.) ------ 9 2; Lights (Unap.)____- 0 _ OR 3b, SKIP (IF TRUE NOT MENTIONED IN Q.2 3a P , , TO Q.10.) . • True ---------- -'- : b+ Other (SPECIFY): .. W (1'J)' Y.. ---=~'I brands do you remesber eesing_ ads for? Any others? ._ ... .. . .. .. ~f~ ltuke -_-_--_-- 3 Golden Lighta ------ 4 Golden (Unap.) -- 5 Kent Golden ------ 6 Kent Golden Lights - 7 Kant Lights -------- Kent Wasp.) ----- g 9 Lights (Uaap.)----- 0 True s Other (SPECIFY): - F Nc ----+ 2-3 (SKIP TO Q.1O) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettesY r y ;:+~ : .... . . _ . ..

i f - ' -4- 042318W 13a. What one brand of cigarettes do you amoke.most frequently? (DO NOT READBRAND NAHgS.) - - THE STARRED BRANDS MOST BE PROBED: IF BENSON & HEDGES, ASK:"Ie that Benson & Hedges, Benson & Hedgea. Lights, or ul" made by Benson&Hedges2" IF CAMEL, ASK: "Iethat Camel or Camel LighteY" - IF KENT, ASK: "Is ttiat Yent or Yent Golden Lights?" IF KOOL, ASK: "Is that %ool, Kool Milds, or Kool Super Lights?" IF L 4~ M, ASK: "Ie that L& M, L & M Flavor Lighte, or the longer L& MLighta 100omi7" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD.GOLD, ASK: "Ie that Old Gold Filter or Old Gold Lightsl'r IF'FALL MALL, ASK: "Isthat Pall Mall or Pall Mall Extra Mild?° IFPABLI.4fl;NT, ASK:"Is that Parliament or Parliament Ultra Lighta2" IFRALEIGM, ASK; "Is that Raleigh or Raleigh Extra Mild?" IF SALEHy ASR: "Ia that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights., orTareytonLor Tar NenthollT' . . .. IF VICEROY, ASK: "Ia that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Ia that Winston or NSnstonLighte7"' (52) Alpine __--___-___1 Belair ___________2 Multi-Filter By Beason & Hedges 3 Benson & HedgesLighta ----- 4 *Benson & Hedges (Other) ----- 5 Camel Lights ----------- 6 *Camel (Other) __-__--__-__-- 7 Carlton ------------------- B Chesterfield --------_^____ 9 Decade ---- __--_-------- -_ 0 Dcral --------- --------- -_-_ x Eve --------- ____ (53) Fact --------------- 1 Gauloieee -----------------2 Iceberg 100's --------------- 3 Kent Golden Lights --------- 4 *Kent (Other) ---------- 5 Knol Super Lights ------- 6 Koo1 Milds -----p----------^ 7 *KOO1 (Other) ---------^ 8 L& M Flavor Lights --------- 9 L& M Lights 100mm ------ ---- 0 *L & M (Other) --------------- x Lark ----- --_--------- -_ v (54) Long Johns 1 Lucky Strike ---------------- 2 Marlboro Lighte------------~ 3 eMarlboro (Other) ---------- - Max-_____-____-_ Merit ------------------------- 6 (54) Newport Lights g *Newport (Other) ----------^ 9 Old Gold Lights --- - - - x. *01d Gold (Other) -------- y (55) Pall Mall Extra Mild --- 1 *Pall Mall (Other) -^------- 2 Parliament Ultra Lighta----- 3 •Parliament tother) -------- 4 Philip Morris 5 Raleigh Extra Hild --- 6*Raleigh (Other)--------~---- 7 Real -_---_-__-'-"'--_"_ 8 Sa1em Lighte 9 *Salem (Other) --------- 0 Saratoga -_-^- _ x Silva Thina ---------^----- y (56) Tall 1 Tareyton Lights ---------- 2 Tarayton Low Tar Menthol ------- 3 *Tareyton (Other) ---------- 4 True ___-__5 V a n g u a r d - - - - - - - - - - - - - - - - 6 Vantage -__7 Viceroy Extra Mild --------~-- 8 *Viceroy (Other) ------------- 9, Virginia Slims __-_-_-_-__- .0. Winston Lights ------- x *Winaton (Other) ---------- -___ y Other (SPECIFY): (57) ?_ 1 13b. Is that filter or non-filterT Filter Non-filter ------ 13c. Is that regular, king-size, 10omm or the extra-long 120am7 Regular -------- . King-eise ----- 100mm ------ 3 120®n ---^-____ 4