Tobacco Documents Online

i42318W 14. How many cigarettes do you smoke in enaverage dayb . . (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) ---- - CLASS'FICATIOM Now, just a~sw quescions for statistical purposes only. 15, What uas che last grade of school, you completed? •. . ' (61) Some grammar school (lgt-7th grades) --- -1 Orammar school graduate (8Fh grade) --- 2 - Some high.school (9th-llch grades) ----- ' . uigh school graduate (12ch grade) some cal lege -------- ---------- --___ ColLege graduate or beyond ----------- (IL1ND RESPONDENT CARD' 16.) 16. Agx1n, just for classification purposes, vhich.letter on Chle card includes your total famlly income before taxes leet year? _(62) A. Under $7.500 -- _-_______-_____- 1 g. $7,500 to 510,0 00 ---------- ---- .,~ C. Over $10,000 to $15,000 ----- ------ C1) . . D. Over $15,000 to $20,000 -------;- 4 . E. Over $20,000 co $25,000 ------^-= 5 .. . F. over $25,000 6 .. ,~ Refused Y 17. (LNDICATESfl(.) (63) Ma1e ---- ------------------ -------- -_ 1 F•emale _________- ---_-___-_______ lYaJl_ ATTACN QOESTIONNAI'Rg TO SCRRENER. , 80-1 1

94231847 (ASK ALL:) . 10.. Let's take a few seconds to look at the TRUE ad again. (E%POSE POR5 SECONDS AND RElDVE.) Yhat do you think ie the maim idea the manufacturar wants to get across about TRUE? (PRONE:) What else? . Z~ cz..., L , l'C 1-"C\..,.. 'y-e.., i 33- IE ~ 3B- (OPEN PORTFOLIO TO' TRUE. e1D.)_ llas Is there anything in the TROE ad that you particularly like? - (39) . . - (CONTINUE) - Yes ----- (gEIP TO Q.12a) -- No - ~2 iib. What ie there in the TRUE ad that you particularly like? What else?.. (PROBE:) ' 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (COgTINRE) - Yee -~---- N - S TO 1 - o ( Q. HIP 3a) - 12b. What is there in the TRUE ad that youparticularly dislikeY' (PROBE:) What else4_ 4 5 5

#42318W I 4. What do you remember about the TRUE advertisement? (PEDBE;) Vhat else do you rem.mber7 . . .. . . 17- 16- 19- 20- 21- 22- 5. Aside from wanting.you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23- .. Extoemely important ----- 6 - Veryimportant ---------- 5 . Somewhat important ---- 4 6omewhat unimportant ----- 3 Very uaimportant ----- 2 Not at all importeat --- 1 . 7.. (HAND RESPONDENT CARD 7.)' Again, thinking about the advertising mesaage,which pbrese.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 uabelievable------ 2 . Extremely unbelievable -- 1 25- Z6- 27- _ (IF RESPONDENT SAYS "DON'T KNOW° TO Q.5, SKIP TO Q.10',) . 28 (HAND RESPONDENT CARD 6.) - 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) 8. (HAND RESPONDENT CARD 8:). - And, which.phrase on this card beat describes how different you think this message is from other cigarette advertising? (31) Extremely di[ferent ----- 6 . Very different ----------- 5 . Somewhat different ------- 4 Somewhat similar ------ 3 Very similar ----- 2 Extremely similar ------ 1 9. (NAND RESPONDENT CARD 9.) t Based on the message, mhichphrase 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

-4- #42318W 13a. What one brand of cigarettes do you smoke most frequently? (DO NOTREAD BRAND NAMES.) TgESTARRED BRANDS MUST BE PROBED: -IF BENSON 6' HEDBES, ASK: °Iss that Benson & Hedges, Benson & Hedges Lights, or ulti'-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Ia that Camel or Camel Lights?" IF KENT, ASK: "Ic tlµt Kent or Yent Golden Ltghts7" IF KOOL, ASK: "Is that Kool, Kool Midds, or Kool Super Lights?" IF L & M, ASK: "Is that L 6 M, L & N Flavor Lights, or the longer L& M Lights 100omi?" - IF MARLBORO6 ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: °Ie that Newport or Newport Lights?" IFOLDGOLD, , ASK: "Is that Old Gold Filter or Old Gold Lights?" IF PALL MALL, ASK: "Is that Pa1L Mall.or Pall Ma1L Extra Mi1dP" IF'PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LightaY" IFRALEIGN, ASK: "Ia that Raleigh or Raleigh Extra Mild?" . IF SALEMy ASK: "Ia that Salem or Salem Lights?" . IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareytonlov Tar Menthol?~ _ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mi1dY" IF WINSTON, ASK: "Is that Winston orWineton Lights?" (52) Alpine --------- I Bel'air 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Benson & Hedges(Ottier) --^- 5 Camel Lights ------------- 6 +Camel (Other) --------------- 7 Carltom 8 Chesterfield ----------- 9 Decade 0 Eve ----- ------------------- -(59) Fact -------- --------- -___-_ 3I Gaulaises ---- -------- -------- 2 Iceberg 100's ----------------- 3 Kent Golden Lights ---------- 4 *Kent. (Other) 5 Rnel Super Lighte ---- -----. 6 Kool MSids ------------- 7 *Kool (Other). _______________._._ 8 L E M Flavor Lights-------- 9 L & M Lights 100mm -------^ 0 *L6 M (Other) ---------- x Lark ----------- -_---_------ v (54) Long Johna ____________________ 1 Lucky Strike -_______-------- 2 Marlboro Lights----------- j *Marlboro (Other)----------- - M Merit ------------------------ 6 13b. Is that filter or non-filter? Is that regular, king-size, 100mm or the extra-long 120mm4. Filter _--_-______ Non-filter ---- 2 0 13c. (59) A M Regular ---- --- 1 " King-size ----- _A.IJ l00mm (54) More ---_ _^^---_ 7 Nevport Lights ------ --- 8 *Newport (other) 9 Now -__ -_--_~__- 0. --- Old Gold Lights *Old Gold (Other) -- -_^ r - (55) Pell Mall Extra Mild --- 1 *Pa11 Mall (other) - --- 2 Pariiament Ultra Lights ---- 3 *Parliament tOther) ----------- 4 Philip Morris --- 5 Raleigh Extra Mild +--- 6 *Raleigh (Other) - -- 7 Real 8 Salem Lights ---- ----- 9 *Salem (Other) ------- 0 Saratoga - ---- x Silva Thina ---------^----- 7 (56) Tall. -------- ------ -_------ I Tareyton Lights 2 Tareyton Lov Tar Menthol ---- 3 *Tareyton (other) ------- 4True ___-__-__--_-_-_-__ 5 Vanguard __-__6 Vantage 7. Viceroy Extra Mild --------^-- 8 *Viceroy (Other) -----^-- 9s Virginia Slima ---------- 0 Wineton Lights -------------- x *Winston (Other) ----------- y Other (SPECIFY): (57) 12omm

J 'NPTIONAL CONSENSUS SURVEYS f 801 Second Avenue Naw York, New York 10017 14231gW 13- 4 NANB: PNONEA: µUkk .-6C0 '~ . 1, Please take a few minutes to go through the advertisements in this book. Please take aa much time with each ad as you aara_to. If you ordinarily wear reading . gLaeaaa, you'11 need them. (EAND RESPONDENT PORTPOLIO AND TAKE IT BACK BEFORECONTINUING.) 2. Wow, I'd like to ask you a few questions about the ads in the book. - What brands or produete do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETIE ADS (14) dmene Range-------- -_ 1 BankAarmicard/VISA --- 2 Bayar Aepirin----- -- 3 BolanaLewn Mower - 4Budweiaer --------- 5 Canadian Club------ 6 Coca Cola --------- 7 Concord Watches---- 8 . Creat toothpaste -- 9 Dole Pineapple. ---- 1 General Electric Washer - 2 Hilton Hotels ------- 3 Kawasaki -_--_-___-_- 4 Old Spice Pocket Cologne -~ Polaroid Camara------- { - Singer Sw1ng Machines --- 7 Teeter'e Choice -------- 8 Weight Watchers ------ 9 Luke-------- 3 Golden Lighta--- Golden (Dnap.)-- 5 Kent Golden------ -6 y.ent Golden Lights- T_--=_ KenOLights------ 8- - Eent (Unep.)----_9 _ Lights (Unep.)-- 0 True-__----_ a - Other (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THREECIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3e. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? Wfiat brands do you remember eaaing ads for? Any othereP tft- 3 den Ligbte --- 4 Golden (Unap.) --- 5 Kent Golden ------ 6 Kent GoldenLighta -- 7 Kent Lights ---- g Kant (ilnap.) ----- 9 Lights SUdetl.)------ 0 Trua ___-------- - Other (SPECIFY): : a 9: y No -----+ 2-> (SKIP T0Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigsrettea4(16) Yee --------- 1------ I'What brands were they? Any otheraY (IF TRUENENTIONEDIN Q.Z, 3e, OR 3b, CONTINUE.) (IF TRUE NOTNENTIONED IN Q.2, 3a, OR 9b, SKIP TO Q.10.) . ' s (16) Luke -- 3 Golden Lights --- 4 Golden (Unap.) -- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ----- 8 0 Kent (Unsp..) ----- 9 ~y Lighte(Dnep.)--- 0 ±? ftue _ Y N Otber (SPECIFY) _ N