Tobacco Documents Online

s ~ NATIONAL CONSENSUS'SURVEYS #42318W ,~ 801 Second Avenue 'dew York, New York 10017 ~9 13-4 NAME: -rf I/ I~~ ~/-'}1C_ (h"JQ,(J~{~1 PNONE !1• d 1. Please take a few minutes to go through the advertisements in this book. Please take aa much time with each ad as you sars_to. If you ordinarily wear reading 2. glsas.s, you'L1 need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Now, I'd like to ask you a few questions about the ads in the book. What braads or products do you remamber seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Range--------- Dole Pineapple ------- Luke-------------- 3 BankAmsricard/VISA --- 2 General Electric Washer - 2 Golden Lighti------ Bayer Aapirin--------- 3 Hilton Hotels --------- 3 Golden (Unsp.)--- S Bolena Lawn Mower --- 4 Kawasaki --------------,Q Kent Golden------- Budweiser ---------- 5 Old Spice Pocket Cologne ~ Kent Golden Lights- T`= Canadian Club------ 6 Polaroid Camara------- Kent Lights--------.. 6: Coca Cola ----------:0 Singer Sewing Machines --- 7. Kent (Unep.)-- 9 Concord Watchea----- 8 Taster's Choice --------- 8 Lights (Unsp.) ---- 0_ Crest toothpaste -- 9 Weight Watchers ------- 9 True--------------- x Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNR.EE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) Any others? 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ada for cigarettes? (15) Yes brands do you remember seeing ads for? tuke ---- 3 Golden Lights ------- 4 Golden (Unsp.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights --- 8 Kent (Uasp.) --- 9 Lights sUaap.)----- 0 True - - x Other (SPECIFY): y 3b. No -------- ( 2~--'1(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? a (16) Yes -------- I--- Poiihat branda were they? Any others? (16) Luke -- - - - - 3 No -------- 2 Golden Lights ------ 4 Golden (Unsp.) --- 5 Kent Golden -------- 6 Kent Golden Lights -- 7 Kent Lights -------- 8 O (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unap.) ------ 9 ~ a Lights (Unsp.~---- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ) TO Q.10 TFue . Other (SPECIFY): ` Q

f Very interested --------- 5 Scmewhat interested --------- 4 i t d di t h 3 e n eres at s Somew Very disinterested ------- 2 0 Extremely disinterested --- lya 2 W A IP+ 0 A -L- -_ - 24-= --, 25- . - - 26- 27- 28- 6. (IF RESPONDENT SAYS "DON"T KNOW" TO Q.5, SKIP TO Q.10.) (HAND 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? f 29) i142318W 4. What do you remembsr about the TRUE advertisement? (PROBE:) What slse do you remamber? 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 yqu about TRUE? (PROBE:) What else? 23- Extuemely important ----- 6 Very important ------------- 5 Somewhat important ------- 4 Somewhat 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 best describes how believable this is to you? (30) Extremely believable -- 6 bl b li -- V 5 e eva e ery -- Somewhat believable ----- 4 Somewhat unbelievable ----- 3 Very unbelievable --------- 2 Extremely unbelievable ---- 1 8. (HAND RESPONDENT CARD 8 ) . And, which phrase on this card beat describea how different you think this message is from other cigarette advertising? (31) Extremely different ------- 6 Very different ---------- 5 Somewhat different -------- 4 Somewhat similar --------- 3 Very similar -------------- 2 Extremely similaT --------- 1 9. (HAND RESPONDENT CARD 9.) ; Based'om the message, which phrase on this card best describes your interest in trying TBUE cigarettes? (32) Extremely interested -------6

142318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (F7p?OSE F0A 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRIIE? (PROBE:) What else? t T~J tY' 1~ nj ~I- . f ~~ ~_. _~Ll1 f ~ rJ~HI~.., z2t1..0.~t1 rSerlt• C7 , A-# i-, 9 ,~ IVC (OPEN PORTFOLIO TO TRUE AD.) lla, Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) -- Yes - --- 1 (SKIP TO Q.12a) -- No --------- p 11b. What fa there in the TRUE ad'i that you particularly like? (PBUBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dialike? (46) (CONTINUE) - Yes ------- 1 N o Q (SKIP TO Q.13a) - :2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? 11

~ -4 •'13a. What one brand of cigarettes do you smoke most frequently? NAMES.) 042318W' DO NOT READ BRAND THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Mu1ti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel~or Camel Lights?" IF KENT, ASK: "Is that Y.e:nt or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L & M Lights 100mm?" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Gold LighLs?r IF'FALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol~? { IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) Alpine ------ ----------------- 1 Belair ------------------ 2 Multi-Filter By Benson & 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 ----- ----------------- - (5y) Fact -------- -------------- -- 31 Gauloises -------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ---------- 4 *Kent (Other) ----------------- 5 Kaol Super Lights ----------- 6 Kool Miids ----------------- 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 Lights ------------- 3 *Marlboro (Other) ------------ 4 Max -------------------------- 5 Merit ------------------------- 6 13b. Is that filter or non-filter? 13c. Is that regular, king-size, 100xm or the extra-long (54) More ---_-_) Nevport Lights --- ----- 8 *Newport (Other) --------------- 9 Now --------- -----____-~ 0 Old Gold Lights --- --- x *Old Gold (Other) ------------- y (55) Pall Mall Extra Mild -- 1 *Pall Mall (other) --------~---N 41 -- - Parliament Ultra Lights *Parli$ment tOther) --- -- 4 Philip Morris ---- ----- 5 Raleigh Extra Mild ----- 6 *Raleigh (Other) -- ----- 7 Real ---------°--- ^-- 8 Salem Light, ----- ----- 9 *Sa1em (Other) ----- 0 Saratoga --------^------- x Silva Thins ------ ---- y (56) Tall ------ ---~-------°--- 1 Tareyton Lights -------------- 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) -------------- 4 True --------------_-"--------- 5 Vanguard ------^--------------- 6 Vantage ---------------------- 7 Viceroy Extra Mild --- --- 8 •*Viceroy (Other) ---- ----- 94 Virginia Slims -------- ------ 0 Winston Lights ------------ x *Winston (Other) y Other (SPECIFY): (57) ~ Filter ---- Non-f ilter 120mm? (59) Regular ------ --- 1 King-size ----- . 2 1 O 2 W A irk b?

_S_ #42318W 14. How many cigarettes do you smoke in aa average aay? (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) -----~---- 3 30 to 39 (1-1112 packa) ------- ----- ) - -- k 4 s or more 40 or more (2 pac Q CLASSIFICATION Now, just a:ew questions for statistical purposes only. u. What was the iast grade of school you completed? (61) Some grammar school (1at-7th gradCa) --- 1 Crammar school graduate (8th grade) ---- 2 Some high school (9th-llth gradea) ----- 3 High school graduate (12th grade) ----- 4 Some college ------------------------ raduate or beyond ------- ------ Colle e g g (H.1ND RESPONDENT CARD 16.) 16. Again, just for c lassification pur poses, which letter on thia card incl udes your total family income before ta xes last year? (62) A. Under $7, 500 --------- ------- -=' 1 B. $7,500 to 510,000 ----------- --- 2 C. Over $10,000 to $15,000 ------- --- 3 . D. Over $15,000 to $20,000 ------ -- 4 E. Over $20,000 to $25,000 19 F. Over $25,000 -----------------» »_ Refused ----------------~--- ~-- y 17. (INDICATE SEX.) ~ Male -------------------~-----°--~--(6`iV Fe ma l e---------------------------- 2 ATTACH QUESTIONNAI'RE TO SCREENER. 4