Tobacco Documents Online

#42318W 14. Hov.maay cigarette a do you smoke in an average dayP (60) . 9 or less (less than1 /2pack) ------- 1 10to19 (1/2 pack to 3/4 pack)----- 2 20 to 29 (1 pack) --^ ----------- 3 .. 30to39 (1-1/2 packs) ------- ® 40 or more (2 packs or more) ------- 5 CLASSIpICATIOM Nov, j,uat a:eW.quescio as for statistical purposes only. 15• What uaa the laet grade of school you completed7 • (61) Some grammar school (Let-7th gradea) --- -1 Crammar school grad uate (8ph grade) - - - 2 some high school (9 th-llth grades) ---- 3 High school graduat e (12th.grade) ---_= ~ Some...college Collegegradueteor beyond ------------- 6 (Ih1ND RESPONDENT CARD 16.) 16. Agaln, just for c lass6ficacion pur pose s, which letter ou this card includes your cocal family income before ta xes last year? - (62) A. Under $7,500 -- -------------^--- B. $7,500 to 510,0 00 C. Over $10,000 to $15,000 --------- 3 . D. Over $15,000 to $20,000 --------- 4 . E. Over $20.,000 to $25,000 ------ 5 . .. F. Over $25,000 - ------------- 6 . Refused _______y 17. (iNDICATE SEX.) (63). Nale. ------ ----- ------- ------------ - (~_ Female 2 ATTACH QUESTIONNAIRE TOSCRBENER. 0

P423IEW (ASg ALL:) 10. Let's take a few seconds to look at theTROE ad again. (ESPOSEEOR 5 SECONDS A4ID REh4VE.) What do youthink is the main idea the manufacturer wants to gat across about TRUE? (PROBE:) What el§e? 33-9 .44.. ., n1rr~$.~,-n~an„~ co (OPEN PORTFOLIO TO' TRE- AD.) lla. Is there anything in the TRUE ad that you particularly like? 38- (39) .. (CONTINUE) - Yes ---- 1 (SKIP TO Q.12a) -- No - ~ 11b. What is there in the TRVEad that you particularly like? (PgOEE:)What. else? _ - 40- 41- 42- 43- 44- 45- 12a. Ie there anything In the TRUE ad that you particularly dislike? (46) .. (CONTPRE) - Yea. ----- (S%IP TO Q.13a) -- go - i2b. What is there in the TRUE ad; that you particularly dislike? (PEOEE:) What else? 1-

4. #42318W What do youremsmber about the TRUE advertisement7 (PgDSBi) What alae dc you ramemher7. . . . . 17- 18- 19- 20- 21- 22- 5. Aside from wanting you tobuy them, what was the message the manufacturer was trying to get across to yqu about TROE7 (PEOSE:) What else? 23- 25- . 26- ~_ 27- (IF RESPONDENT SAYS"DON'T KNOW" TO Q.5, SKIP TO Q.10.) (BAND RESPONDENT CARD 6.) - ' 28 _ 6. Thinking about what you ve just told me about the advertising meesage, what phrase on this card best describes how important this is to you7 t29) . Extaemely important ----- 6 . - Very important ------- 5 Somewhat important -------- 4. gomewhat unimportant ----- 3 Very unimportant ------ 2 Not at all important ---- 1 " 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising.message, which phrase on this card beat 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. (HAND gESPONDENTCARD 8.) - And, which phrase on this card best describeshow different youthink this message is from other cigarette advertisingY~ . (31) Extremely different ------ b Very different --------- 5 Somewhat different ------- 4 .. Somewhat eimilar ---- 3 ' . Very similar--------- 2 Extremely similar ----- 1 9. (HAND RESPONDENT CARD 9.) + Based on the message, vhich,phraee on this card best describes your interest In trying TEDE cigarettes? (32) Extremely interested -----.6 Very interested ------- 5 Somewhat interested ------ 4 Somewhat disinterested --- 3 Very disinterested ------- 2 Extremely disinterested --- 1 0 N OB W A N N M

, 4 NATIONAL CONSENSUS SURVEYS j 601 Second Avenue , New Yock, New York 10017 ~? w NAME: PBONE 0: $`I?~- l ~,l.ri7 #42318W 13- 4 1, Please take a few minutasto go through the ad4ertisements in this book.. Pleaae take as much time with each ad as you wrs_to. If you ordinarily vear reading glssse, you'11 need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd 11ka to ask you a few questione about the ads in the book. . What brands or products do you remember seeing ads for in the.book2 (PROBE:) Any other hrande4. (DO NOT gEAD EITNER.BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana eange____-__-- 1 Dole Pineapple ------- 1 3 SankAmsricard/VISA --- 2 General Electric Waaber - Golden Lighcs--- Sayer Aapiri¢------ 3 Hilton Hotels --------Q Golden (Unap.)-- 5 Bol.ns Lawn Nower --- 4 Kawaeaki ------------ 4 Kent Golden----- =6 Sudweiser --------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- Caaadian Club----- 6 PolaroidCamara------- 6 Kent Lighte------ Coca Cola --------~ Singer Sawing Machines --- 7 Kent (Unap.)---- 9 Concord Watches-----® Taster's Choice -------- g Lights ~p.)--- 0 Crest toothpaste -- 9 Weight Watchers ------- 9 True-------------- x Othsr (SPECIFY); (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASIC Q.3a.) (IF ONLY UNEOR TWOCIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALLTHAEE CIGAEETTEBRANDS N8N'LIONED, SKIP TO Q.4.) 3a. (IF NO CIGABETTEBRANDS MENTIONED ABOVE, ASK:) Do you remember eny ads for cigarettseP (15)" Yau ----= 'I -iYl~iat brands do you remember eaaing ads for7 Any others? 3b. (16) . Yes ---- --- 1->•What brands were they4Any others? (16) 3 Nu _____--- T . Golden Lights ----- 4 Golden (Unsp.) ---- 5 Kant Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ---- g 0 (IpTRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Ke¢t (Unap. ) ----- - 9 1-4 Lighte (Unap.)---- 0 00 (IPTRUE NOT M+27TIONED IN Q.2, 3e, OR 3b, SKIP TO Q 10 ) . , Other (SPECIFY): M O Euke -_-_--__- 3 Golden Lights -- 4 Golden (Unep.) ---- 5 Kant Golden ------- 6 Kent Golden Lights -- 7 Kent Lights ----- g Kent (Unep.) --- 9 Lights (Uaep.?------ 0 z Other (SPECIFY):'. " y So ------- 2--4 (SKIP TO Q.10) (IP "ONE" OR "TWO°'CIGARETTE BRANDS MENTIONED, ASK;) Do you remamber eny ada for any other brands of cigarettes? S y

. -4- 042318W' 13a. What one brand of cigarettes do you amokemost frequently4. (DO NOTRPADBRAND NAMES.) THE STARRED BRANDS MUST BE PROBPS: IF BENSON & HEDGES, ASK:"Ia that Benson & Hedges, Benson & Hedges Lighta, or ulti-Filter"made by Benson & Hedges?" IF CAMEL, ASK: "Iathat Camel or Camel Lights?" IF KENT, ASK: "Ie that Kent or Kant Golden Lights?" IF 80oL, ASK: "Is that Kool, Koo1 Milds, or Kool Super LightsT"' . IF L& M, ASK: "Is that L & M, L& M Flavor Lights, or the longer L & MLights 100®?" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights7u. IF OLD~COLD, ASK: "Is that Old Gold Filter or Old Go1d Lightal'r . IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK:. "Is that Parliament or Parliament Ultra Lights?" .- IFRALEIGg, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF'SALEM, ASK("Ie that Salem or Salem Lights?" __ IFTA2EYTON, , ASK: "Ia that Tareyton, Tareyton Lighta, or Tareyton.Lov Tar MentolTr' IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" -_ IF WINSTON, ASK: "Is that Winston or WinstonLighte?"' . (52) Alpine ---- ----------- -__-_ 1 B e 1 a i r - - - - - - - - - - - - - - - - 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 •Benson & Hedges (Other) ---- 5 Camel uighta ------------ 6 *Camel (Other) ------------- 7 Carlton~------------- ------ 8 Chesterfield -------- ---- - 9 Decade 0 Doral -------------- _-_-_- x L've ---- ----- ------------- - 7 (53) Fact ------------------------ I Gauioleee ----------------- -- 2 Ice6erg 100'e ------------- -- 3 Kent Coldem Lighte. -------- 4 *Kenc (Other)~ _-------- ----- - 5 Yoo1 Super Lights ---------^- 6 Kool Miids 7 *KOO1 (Other)~. ----------- 8 L& M Flavor Lighte------- -- 9 L & M Lights 100mm ------ ---- 0 *L 6 M (Other) ------------- -- x Lark ----------- ------- -_-__ V (54) Long Johns ------------------ 1 Lucky Strike ------------------ 2 Marlboro Lights ----------- - 3 *Marlboro (Other)~------------ max _______5 Merit ________________________ 6 (54) More 7 NeWport Lights --------- 8 *Newport (Other) ---- '- 9 Now ---- -_______- 0. Old Gold Lights ---- -- x *Old Gold (Other) ---------- 7 (55) Pall Mall Extra Mild - - 1 *Pall Mall (Other) - 2 Parliament Ultra Lights -------- 3 *Parliament (0ther) --------- 4 Philip 1(orris -------~ 5 Raleigh Extra Mild' 6 •Raleigh (Other) --^- 7 Real 8 Salem Lighta ---- ---^' 9 *Salem (Other) ---------- 0 Saratoga ----------'-~-- x Silva Thins y. (56) Tall ____-___----_-_____ I Tareytan Lights ----------- 2 Tareyton Low Tar Menthol --- 3*Tareyton (Other) ----------- 4True 5 Vanguard ----^-------- 6 Vantage 7. Viceroy Extra Mild -------- 8 *Viceroy (Other) ------------- 9. Virginia Slims ------------ 0 Winston Lights ----------- x *Winaton (Other) ----------- y other (SPECIFY): (57) 13b. Is that filter ar non-filter? --- 58) Filter ----- Non-filter -- O M 13c. Isthat regular, king-eize, 100z:m or the extra-long 120mn7 (59). ~ Regular ----- ~ A King-size ----- 2 N 100mm ---------- 3 H 120= 4 CJ