Tobacco Documents Online

1 : _;_ /4231gW 10. (ASK ALL:) Let's take a£ew seconds to look at the TBIlE ad again. (EEPOSEFOY 5 SECONDS MID gEM)VE,) What do you thinkie the main idea the maauYactursr wants to got across about TRUE? (PROBE:) What else? y- ~....~n.o ~„ 33- 1 U 3 P- 38- (OPEN PORTFOLIO TO- TIWE. AD.)_ lla. Is there anything in the TRUE ad that you particularly like? _ . (CONTINOE) -- Tp --------. ~1 (SEIP TO Q.12a) -- No --- 2. i1b. What is there in the TRUE ad that you particularly like? (PROBE:) - What elae? .?'~ 41-x 42-Y #3- 44- 12 - 45 a. Ie there anything in the TRUE ad that you particularly dislike? (46) (CA[]T'IEN1E) - Yea ----- I (S&IP TO Q.13a) - No --°- <:~ 12b. What i'a thereia the TEUEad that you particularlydialike7 (PEOBEe) What else? r

#42318W 14. How many cigarettes dn you smoke in an average day? (60) . 9'or less (less than 1/2 pack) --- 1 10 to 19 (1/2 pack.to 3/4 pack) ----- 2 20 to 29 (1 pack) ----------- ~ . 30 to 39 (1-1/2 packs) ---- " 40 or more (2 packs or more) 5 CLASSIFICATION how, J~st a i~ew quescions for eeacistical purposes only.. 15- What waa the iaat grade of school you compleCed7 , . (lL1ND RESPONDENT CARD16..) Some high school (9th-11Ch Rradee) High school graduate (12th grade) ----- Some college ---------------------- College graduate or beyond -------__- (61) Some grammarschool (let-7th grades) --- -1 Crammax school graduate (BChgrade) --- 2 16. Again, just for classlfication purposes, which letter on this card includes your total family income before taxes last year? (62) . . . A. Under $7,500 -- --- ------------- ,~ e. $7,500 to 510,0 00 ------------- (~2 C. Over $10.000 to $1 5,000 ----------- 3 D. Over $15,000 to $2 0,000 ---------- 4 E. Over $20,000 to 52 5,000 ------- 5 F. Over $25,000 6 Refused ----- - --- ---- -__-,-a_ y 17_ liNDIEATR SFX.1(63) Nal~e----- ------------------- --------- O Female 2 ATTACII QUESTIONNAIRE TO SCREENER. .

1 ., A42318W 4. What do you remember about the TRIIEadvertiaameat? (FADBS:) What else do you remether? . 17- 18- 19- 2D- 21- 22- 5. Aside from wanting.you to buy them, what waathe message the manufacturer was trying to get across to yvu about TRUE? (PROBE:) What else? 23- ~ -- ~..25- -- 26- 27- . (IF RESPONDENT SAYS "DON'T RNOW" TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD 6.) - 28 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) . .. Extoemely important ------ 6 . - Very important -------- 5 - Somewhat important ------- 4 Eomewhat unimportant ----- 3 Very unimportant ------- 2 Not at all important --- 1 (HAND RESPONDENT CARD7.)Again,. thinking about thee 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 unbelievatile -- 1 8. (HAND'RESPONDENT CARD 8.) And, which phrase an this card best describes how different you think this message is from other cigarette advertising? -- (31) Extremely different ---- 6 Very different --------- 5 Somewbat different ------- 4gomevhat 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 TRUE cigarettes? (32) 8xtramely interested -----6 Very interested ------- 5 Somewhat interested ------- 4 Sonewhat disinterested ----- 3 Very disinterested ------ 2 -- 1 p Extremely disinterested N ~ W Fs N m

-4- - d42318W' ~ LJa. 'What one brand of cigarettes do you amokemost fxequently7(DO NOT~ READ BRAND NAMES.) - . .. TNE.STARRED BFANDS MUST BE PROBED: IF BENSON & NEDGES, ASR: "Ie that Benson e Hedges, Benson & Hedges Llghts, or ul[i-Fllter"'madeby Benaon & Bedges4" IF CAMEL, ASK: "Is that Camel or Camel LightsY" IF KENT, ASK; "I. that.Kent or Yent Golden Lightsl" . IF K ASK: "Is that Sool, Kool Hilds, or gool Super Lights?" IF L & M, ASK; "Is that L & M, L& M Flavor Lighta, or the longer L& M Lights lOOmmY' IFMAaLBORO, ASK: "Is that Marlboro or Marlboro Lights2" IF NEWPORT,: ASK:. "Ie that Newport or Newport Lights?" If OLD GOLD, ASK:"Ie that Old Gold Filter or Old Go14 LightaTT IFPALL MALL, ASK: "Isthat. Pall Nall or Pall Mall Extra Mild?" IF PARLInlfl:hT, ASK:"Is that Parliament or Parliament Ultra LightsY" IFRALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" . IF SALEM, ASK: "Ie that Salem or Salem Lights?" IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton 1cr.Tar Menthol7R .. _ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Ia that Winston or Winatom LightsP" . (52) A1PSne ___-____---.1 Belalr ____-_____---_--_- 2 Multi-Filter By Benson 6 Hedges 3 Benson & Hedges Lights ------- 4 *Benson & Hedges (Other) ------ 5 Camel Lights 6 *Camel (Other) ----------- ---- 7 Carlton ____-_-________-_--_ 8 Chesterfield ------------ 9 Decade _----_________---_ 0 Doral ---------- __-___--_ x Eve ------ -__ Fact -------- --_----- -__--- 31 Gauioisee ----------------- 2 Iceberg 100' a --------------- 3 Kent Golden Lights --------- 4 *Kent (Other). 5 Kool Super Lights -------- 6 Kool Niids ----------- 7 *gool (Other) ________-_-__- 8 L & M Flavor Lights --------- 9 L & M Lights 100mm ------- 0 *L6 M (Other) ---------^ x Lark _-_________-_---------- V (54) Long Johne. -------- -_-_______ 1 Lucky Strike ------------------ 2 Marlboro Llghts.----------- ---- 3 *Marlboro (Other) - - ------- - - 4 M ax ----------------------- -- 5 Merit ------------------------- 6 (54) Newport Lights ------ 8 *Newport (Other) ----- - 9 Now ___-_---_^_-_--___- 0 Old Gold Lights --- -^ x *Old Gold (Other) - --- Y (55) Pall Mall Extra Mild -- *Pall Mall (Other) --' Parliament Ultra Lights ----- *Parliament IOther)----- Philip Morria --- ---- Baleigh Extra Mild --- *8aleigh (Other) Real ---_-_-_--_---_ 1 2 3 4 5 6 7 8 Salem Lights --- - 9 *Salem (Other) ---------- 0 Saratoga --- -- x Silva Thins ------------- y (56) Tell 1 Tareytnn Lights ---------- 2 Tareyton Low Tar Menthol --- 3 *Tareyton (Other) -----'----- 4Irue -_--_------------ ^-__ 5 Vanguard ------------'----- 6 Ventage 7 Viceroy Extra Mild -------- 8 *Viceroy (Other) ------------- A Virginia Slims ---------- 0 Winston Lights ---------- *Wineton (Other) ---------- Other (SPECIFY): 13b. Ie that filteror non-filter? 13c. A x (57) 1 (5~) Filter ----- (~- Non-filter ---- 2 lOOmm 3 120mm ----------- 4.- Regular ---- ---- King-eire ---- Iethat regular, king-siee, 100mm or the extra-long 120m.a7

i NATIONAL CONSENSUS SURVEYS /42318W. 44 g01 Second Avenue ~Iew York, New York 10017 13- 4 NAME: ~U.y+ CQ,I~-AO)I PNONE 8: Q%+2)--)Il3 1. Please take a few minutes to go through the advertisements in this book. Pleaea take as much time with each ad as you aare_to. If you ordinarily wear reading glaasas, you'll need them. 2. (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORECONTINUINC.) Now, I'd.like to ask you a few questions about the ads in the book. What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brands7 (DO NOT READ EITBEHBRAND NANES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amma ea¢ga------- I DolePinaapple 1 Luke------------ 3 gankAmrricard/VISA --- 2 Baysr Aapirl¢------- 3 General Electric.Washer - 2 Hilton Hotels ------- 3 Golden Lights-- Golden (V¢ap.)-- 5 Bole¢a LawnNower ---- 4 Kawasaki ----_-___-~ 4 Rent Goldan----- 6 Budweiser Canadian Club----- Coca Cola 7 Old Spice Pocket Cologne - 5 Polaroid Camera------ 6 Singer Sawing Machines ---.Q Kent Golden Lights- Kent Lighta---- Kant (DOap3_--- 7 9 9 Concord Watches----- B Taater'a Choice ------8 Lights (Unsp.)---- - 0 Crest touthpaeta --- 9 Weight Watchers --^------ 9 True------_-__ x Other (SPECIFY): Z) 3a. (IF NO CIGARETTE BRANDS 1f6NTI0NED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL '17DtEE CIGARETTE BRANDS MENTIONED6 SKIP TO Q.4.) Any others? (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15): Yes --- ---'„'I -W(~iar brands do you remember seeing ads for? Luke 3 Golden Lights 4 Golden (Unap.) 5 Kant Golden --^--- 6 Kant Golden Lights -- 7 Rent Lights ---- 8 9 Kent (Umep.) Lights (Uaep.)----- 0 x True -_-------- Other (SPECIFY): y No ------ 2--j (SKIF TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you rermber eay ads for eny other brands of cigaratteet (16) Yea ------ 1-3•What brands were they? Any otherst (16) 3 c Colden Lights --- 4 No __-__--- o falden (Unep.) ---- 5 Kent Golden ------ 6 gent Golden Lights -- 7 Kent Lights ------- 8 ~ (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Kent (Unep.) --- 9 .~ Lights (Unep.~--- (IF TRUE NOT MENTIONED IN Q~2, 3a, OR 3b, SKIP . TO x 1~ Q.10.) "-N Other (SPECIFY): ~ y