Tobacco Documents Online

-5- 1 " 042318W 14. Aov.many cigarettes do you smoke fa an average day7 (60) . 9 or less (leastham 1/2 pack) ------- 1 10 to 19 (1/2 pack to 3/4 pack)----- 20to 29 (1 pack) 30 to 39 (1-1/2 packs) -------- 40~or more (2 packs or more) - CLASSIPICATIOk Nov, juot a:ev questions for sta[IsticaP purposes oaly. u• What waa theiast grade uf school you completed7 - ' . Some grammar school (lst-7th gradaa) -- Crammar school graduate (8th grade) --- Some high school (9th-llin gradea) ---- . High school graduate (12th grade) ------ Some college ----- ------ -_------ - CollegegYaduateor beyond ----------- (HAND RESPONDENT CARD 16.) (61) Z 2 3 4 16. Agalny just for classification purposes, which letter oa this card includes your total family income before taxeslast year? . . . ' - _ (62) A. Under $7,500 -- ---------------" 1 e. $7,500 to 510,0 00 ------------ 2 C. Over $10,000to $15,000 ------ ( 3~ D. Over $15,000 to '= $20,000 ------ ~L'_ E. Over $20,000 to $25,000 ----------- 5 F. Over $25,000 - Refused ----- - ---------------- 6 _----- y 17. (LNDICATESEXI) (63) Ha le ------- -_-------- -_____________ Female 2 ATTACH.QUESTI0NNAIRE TO SCREENER. 80-1 1

#42318W (ASK ALL:) 10. Let's take afev secoods to look at the TRUE ad again. (EXPOSE P0E5 SECONDS AND EENOVE.) What do you think ie the maisidea the manufacturer wants to get across about TRUE? (PflOBE:). What else? Vc.=a,, 'fn., t,..> -ES^...I . ~ c.r~..S.SL (? '1 93-ooZ 3g- (OPEg PORTFOLIO TO- TRIE_ AD.)_ iRa. Is there anything in the TBOE ad that you particularly like? _,. (39) (COBTINOE) -- yea ------ (SEIP TO Q.12a) -- No ------- d i1h. What is there in the TRUE ad that you particularly like? (PEOBE:) What else? 42- 4} 44- 45- 12a. Is there anything in the TRUE ad that you particularly.dislike? .2b. What is there in the What else7 (66) (GOCITIMIS)- Yee -- ` J (SKIP TO Q,13a) - No ---- TEiIEad that you particularly diilike?(PEOBE:)

142318w 4. What do youremember about the TRUB" advertisement? (PROBg:) What mlee do you remem6erP. . .. . .. 17- lg- 19- 20- 21- 22- 5.: Aside from wanting you tobuy them, what was the message the manufacturer was trying to get across to ypu about TRUE? (PKOBB:) 61hat elseY 23- 24- 23- 26- 27- (IF'gESPONDENT SAYS "DON'T KNOtl" TO Q.5, SKIP TO Q.10.) - (NANO RESPONDENT CARD 6.)- ' 2S 6. Thinking about what you ve just told'.me about the advertising meseage, what phrase on this card best describes how important thie is to you3 (29) . gxtaemely important ---- 6 . . Very important --------- 5 . Somewhat important -- 46omewhet unimportant ------ 3 Very unimportant ----- 2 Not at all important --- 1 7. (DANDgESPONDF.NT CARD 7'.) - Again, thinking about the advertising message, which phrase on 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. (W1ND RESPONDENT CARD 8.) - - And, which phrase on this card beet deacxlbes how different you think this message is from.other cigarettee advertisiagi (31) Extremely different ---- _6 Very different ----------- 5 Sonewhat different ---- ---- 4 gomwhat similar ------- 3 . Very similar -------------2 Extremely similar --------- 1 9.. (HAND RESPONDENT CARD 9.) . Based on the meesagey which phrase on this card best describes your intereet in trying TRUE cigarettes? - (32) gKtremely interested ----6 . Very interested ---------- 5 Somewhat interested ---- 4 . Somewhat disinterested ---- 3 Very disinterested ------ 2 Extremely disinterested -- 1 O ~ N N N

,. . n NATIONAL CONSENSUS SURVEYS #42318W ,A 801 Second Avenue New York, New York 10017 13- 4 NANE:~. PSONE~~ 6: S6G- ~ 20~~ 1, Fleue take a few minutes to go through the advertisements in this book. Plaara take as much tima with each ad as you oara_to. If you ordinarily war reading alpsaa, you'll needthem. (NAND RESPONDENTPORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. NoW, I'd like to ask you a few questions about the ads in the book.. What brandeor products do you remember seeing ads for in the bookT(PROBE:) Any other brandal (DO NOT eEAD EITHER BRAND NANESOE PRODUCT CATEGOKIES.) GENERAL ADS CIGARETfEADS Amana Range_---------- Dole Pineapple 1 Luke-------- EankAmsricard/VISA -- Bayer Aspirin------ Solana Larn Mower --- 4 General Electric Washer - 2 Bilton Hotels -------~ Golden Lights------ Golden (Unep.)--- Kent. Golden-- Budweiser -___-_--_- 5 Old Spice Pocket Cologne - 5 Kent Goldea Lights- Canadiam Club------ 6 Polaroid Camera------ 6 Kent Lighte--- Coca Cola ---------- 7 Sfager Sauing Machines --- 7 Kent. (Unep.)---- ConcordWatches---- Taeter'a Choice ------ 8 Lighta (OmeP.)---- Crest toothpaste --- Weight Watchers -------9 True------ -- Othar (SPECIFY): (IFNO'CIGABETTE BRANDS NENTIONEDABOVE, ASK Q.3a.) (IF ONLY ONEOR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.)(IF ALL TNRBE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASKt) Do youremeed,er any ada for cigarettes? (15)' Yes --brands do Any others4 3b. (16) Yee ------ 1-iWhat brands were they? Any others? (16) 3 No Golden Lights - ----- 4 Golden (Uoap.) S Kant Golden 6 Kent Golden Lights -- 7 O (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Kent Lights ---- Kent (Unap.) ---- Lighte (Unep.)----- 0 a (IF TRUE NOT MENTIONED IN'.Q.2, 3a, OR 3b, SKIP TO Q.10~) ' Tru. Other (SPECIFY): A you remember seeing ads fort (14) 3 5 6 .. .... .... . . .. ~~'. 1<uYs --_--_- 3 Golden Ligbts --- Golden.(Unsp.) 4 5 Eant Golden ------- 6 Kent Goldan Lights -- 7 Kent Lights ------- 8 Kent (Unep.) ---- 9 Lights (i6sp.)--- 0 True ----_-__ i Other (SPECIFY): y No ------~ 2-) (SKIP T0Q. 10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? a

-4- 442318W13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.7T . THE STARRED BRANDS MUST BE PROBED:: IF BENSON 6 HEDCES, ASK: "Is that Benson & Hedges, Benson6 Hedges Llghts,: oT u1ti-Filtei" madeby Beneon. & Hedges?" IF CAHEL, ASK: "Ie that Camel or Camel Lights?" IF KENT, ASK: "Is t4at Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kaoly KooL M11ds, or Kool Super:-Lights?" . IF L 6 M, ASK; "Is that L & M, L & M Flavor Lights, or the longer L 6 M Lighta lOOnmY" -IF'MARLBORO, ASK: "Is that Marlboro or Marlboro Ligbts7" IF NEWPORT, ASK: "Is that Newport or Newport LSghtal" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Gold Lighr IF PALLtlALL, ASK: "Is that Fall Mall or Pall Mall Extra Mild?" IF PARLiAMENT, ASK: "Is that Perliament or Parliament Ultra Lights4" IF RALEIGH, ASK: "Is that Raleigh or Raleigh,Extra Mild?" IF SALEM, ASK; "Is that Salem or Salem Lights?" -' IF TAREYTON, ASK: "Is that Tareytony Tareyton Lights, or Tareyton Lov Tar Ment~ol7 IF'VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or-Wlnston Lighte7" (52) Alpine.---------------- -_-__ 1 Belair ---------- ----- -_-__ 2 Multi-PilterBy Benson & Hedges 3 Benson & Hedges Lights ---- 4 *Benson~5 Hedges (Other) ----- 5 Camel L1ghtB. 6 *Camel (Other) -------------- 7 Carlton ------- ----------- -__ g . Cheeterfield'------------- - 9 Decade -------- -------- -_-_ 0 Doral ---- -------- -______ x Eve ---------------------- -_- y (53) Fact -_____-- ------------ -_ 1 Gaulaiaes ------------------ 2 iceberg 100'e -------------- 3 Kent Golden Lights ------- 4 *Kent (Other) ------ ------ - 5 Kool Super Lights --------- 6 Kool M1ids---- ----------- 7 *Kool (Other) 8 L & M Flavor Lights ---------- 9 L & M Lights 100mm ---------- 0 *L & M(Other) ------ ------ ^ x Lark v (54) Long Johne ------------------- 1 Lucky Strike ----------------- 2 Marlboro Lights -------------- 3,,,~~~,,, *Marlboro (Other) ------------ ~~~ ~ l ~ ~5_ Merit ------------------------- 6 (54) Newport Lights ----------- g *Newport (Other) --- -- 9 Old Gold Lights.---------- x *Old Gold (Other) ---------- Y (55) Pall Mall Extra Mild -- 1 *Pall Mall (Other) ---------- 2Parliameat Ultra Lighte.---- 3 *Parliament t0ther) ------- 4 Phillp Morria -- ---- 5 Raleigh Extra Mild --------- 6 *Raleigh (Other)---- 7 Real g Salem Lights - -- --- 9 *Salem (Other) ----------- 0 Saratoga ---_ -'--- x Silva Thins ---------- Y (56) Tall --------- 1 Tareyton Lights ---------- 2 Tareyton Im+ Tat Menthol ------ 3*Tareyton (Other) ---------- 4 True -_____-5 Vanguard ---------------- 6 Vantage 7 Viceroy Extra Mild ---------- 8 *Viceroy (Other) ------------- R Virginia Slims -------- ------- 0Wineton Lights -----^--- x*Winston (Other) ------------- y Other (SPECIFY); (57) 1 1 13b. Iethat filter or non-filter7 Filter ---- lX- 13r. Non-filtet ---- -- 2 ~ Ia that regular, king-size, 100mm or the extra-long 120mmT (5~ ~ Regular ---- ^--_(y~,p King-size ----- 2 /M 100® 3 i. 120® ______-- 4