Tobacco Documents Online

e #42318W 14. Eov manycigarettes do you smoke in, an average day? . - (60) . 9 or lese (lesathan 1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) 20 to 29 (1 pack) ----------- . 30 to 39 (1-1/2 packs) --------- - 40 or more (2 packs or more) CLASSIFICATION Now, juat a:xw quescions for soatistical purposes only. 15- What vaethe last grade of school you completed? - (61) Some grammar achool (lat-7thgradea) - -1 Crawuarschool graduate (8phgrade) --- 2 Some high.school (9th-11fh grades) ----- 3 High school graduate (12th grade) ----- 4 Some college ------------------'-- ~ eollege graduete or beyond ------ ----__ 6 (lNND RESPONDENTCARD16.) 16. Again, just for classification purposes, which letter on this card includea - your total family income before'taxes last year? - . (62) A. Under $7,500 ------------------- 1 e. $7,500 to S10,0D0 ------------- 2 C. Over $10,000 to $15,000 ----------- . 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.)to47 Male ---------------------------------- Fesale 2 ~ ATTACW QUESTIONNANRE TO SCREENER J' ~ I 80-1 I

d4231Aii (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (gyPOSE POR 5 SECONDS ANID. REHOVE.)' . . What do you think is the main idea themenufacturer wants to get.across about TRUE? (PROBE:) What else? 33-G 38- (OPEN PORTFOLIO T0TRIIE_ AD.). 11a. Is there anything in the TRUE ad that you particularly like? (CONTINUE) - Yae ---- . (SBIP T0Q.12a) -- No ------ i1h. lihat is there in the TRUE ad; that you particularly like? (PROBE:)- What else? . (~b Z:k 40- 7 42-~o3 4 q 44- 45- " 12a. Is there anything in the TRUE ad that you particularly dislike? (46) . (CAgTINUB) - Yee -- . - (S%IP TO Q.13a) -- No -- -;2b. What is there in the TRUE ad that you, particularly dis3ike?(PgOBE:) What else?.

! 4. i)42318W What do you rememb.r about the T4(UE advertisement? (PEDBE:) What elae do you rgtimberT 17- 18- 19- 20- 21- 22- 5. Aside from vanting you to buy them, what was the message the manufacturer was trying to get across to yquabout TRUE? (PEOBE:), What else? 23- 26_ 25- 26- 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 describee how important this is to you7 (29) Extmemely important ---- 6 Very important -------- 5 Somevhat important ----- 4 Somewhat unimportant --- 3 Very unimportant ----- 2 Not at all important --- 1 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 . Estremely unbelievable --- 1 . 7. (HANDBESPONDENT CARD 7.) 8. (RAND gESPONDENTCARD 8.) And, which phrase on this card beet desctibeshow different youthivk this message is from other cigarette advertising? (31) Extremely different ---- 6 Very different - -- 5 Somewhat different ------- 4 Somewhat similar ------- 3 Very similar --------- 2 Extremely similar -----1 9. (HAND RESPONDENT CARD 9.) s Based on the message, vhichphrase on this card beat describes your interest ia trying TRUE cigarettes? (32) Extremely interested -----6 Very interested ---------- 5 Somewhat interested ----- 4 Somevhat disinterested ----- 3 Very disinterested ------ 2 Eztremely disinterested -- 1 O OD W A M

NATIONAL CONSENSUS SURVEYS `„ 80~ Second Avenue NeuYUrk, New York 10017 /42318W' 13- 4 PHONE 8: 9l'1- tl011~} 1, Please take a fevw minutee to go through the advertisements in this book. Pleaes take as much time with each ad as you aare_to. If you ordinarily vear reading. - jlsasse. you'll need them, (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORECONTIiNING.) 2. Noxv 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 brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) - GENERAL ADS CIGARETTE ADS (14) Amena Range---------- 1 Dole. PineaPPle ------- 1 Luke---- •..---_--- 3 BsnkAmsricerd/VISA --- 2 General Electric Washer - 2 Golden Lighta--- Bayer Aspirin--------03 Hilton Notels --------- 3 Golden (Unep.)---- S Bolans Lawn Nower ----- 4. Kavasski ---- -------_ 4 Kent Golden-__-_- 6 . Budweiser --------- 5 Old Spice Pocket Cologne - Kent Golden Lights- 7_- "- Canadian Club----- 6 Polaroid Camara---- 6 Kent Lighte------ B - Cocs Cola --------- 7 Singer Ss:+ing Nachiaee -- 7.. Kent (Unap.)----- _ 9 Concord Watches----- 8 Taater'a Choice ------- 8 Lights (Unep.)-- 0 Crest toothpaste ---0 Weight Watchers ------- 9 Trua------------ x _ . Other (SPECIFY); (IF NOCIGARETTB BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONEOR.TWO CIGARETTE.BRANDSNE'.NTIONED, SKIP TO Q.3b.) (IF ALL ITNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? Yea -brands do you remember eesing ads for? Any otherel 3 Golden Lights Golden (Unap. ) 4 S Kent Coldea 6 l4nt GoldamLighta -- Kent Lights 7 B Kent (Unsp.) 9 Lights (Uee~ )---- 0 True -__- ------- - x Other (SPECIFY): " ,._ `- Y No -------- 2-> (SKIP TO Q. 10) (IP "@1E" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettea'C 0 (16) Yes -------- 1-g-What brands were they? Any others? (16) 3 Golden Lights 4 Golden (Unsp.) ----- 5 Kent Golden ------ 6 Kent Golden Lighte -- 7 O Kent Lights 8 (.a (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unap.) ------ h ) 9 0 n9 W te(UnsP• ---- Llg -=A (IF TRUE NOT MENTIONED IN Q,2, 3a, OR 3b, SKIP TO Q.10 ) ' True a ~ , Other (SPECIFY): N Y

-4- 842318w- 13a. What one prand of cigarettes do you smokemoat frequently? (DO NOT READ BRAND NAMES.) THE STARRED'BRANDS MUST BE PROBED: . I8 BENSON & HEDGES, ASK: "Is that Benson 6 Hedges, Benson 6 Hedges Lights, or ulti-Filter" made by Benson & Hedges?"IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is cllat Yent or Kent Golden Lights?" . . IF YOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L b M, ASK: "Is chat L& M, L & MFlavor Lights, or the longer L 6 M Lights 100mmT° LF'MARLBORO, ASK: "I's that Marlboro or Marlboro Lighta7o IF NEWPORT, ASK: "Is that Newport or Newport Lights?" I8 OLD COLD, ASK: "Is that Old Cold Filter or O1dGold Lighis1rr- IF PALL MALL, ASK: "Is that Pall Na1L or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGHy ASK: "Is that Raleigh or Raleigh Extra Mild7^ . - IFSALEH, ASK: "Ie that Salem or Salem Lights?" IFTAgEYTON, ASK: "Is that Tareycon, Tareyton Lights, or Tareyton Low Tar Men~ _ IFVICEPOY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF wINSTON„ ASK:. "Is that Winston or Winston Lights?" (52) B e 1 a i r - - - - - - - - - - - - - - - - - 2 Newport Lights -------------- (54) Multi-Filter By Benson & Hedges Beneon~& Hedges Lights ------ 3 4 *Newport (other) ------ *Beneon~& Hedges (Other) ------- Camel Lights ------------- *Camel (Other) 5 6 7 Old Cold Lights ---- *01d Gold (Other) ---- Carlton ---------------- ---- 8 Pall Mall Extra Mild Chesterfield' ------------ - 9 Decade _-__-__---------- -_ 0 Doral --------- ------- ------- x Eve ______ (5~) Fact ----- -_-_----------- _ 1 Gauloiaes --------- ------- 2 Ice6erg 100's -------------- 3 Kent Golden Lights --------- 4 *Kent (Other) _--_____------- 5 Kool Super Lights -------- 6 Kool Mi1ds - -- - - 7 *KOol (Other) ------------- B L b M Flavor Lights --------- 9 L& M Lights 100mm --------- 0 *L & M (Other) ---------------- x Lark ---- ----- -------- ---- y (54) Long Johne ------------------ 1 Lucky Strike ---------------- 2 Marlboro Lights ----------- - 3 *Marlboro (Other) ---------- 4 Max __--------- 5 Merit __--------------- ------- 6 -- x - y (55) --- 1 - *Pall tiall' (Other) ----------- 2 Parliament Ultra Lighte ----- 3 *Parliament tOther) - --- 4 _ Phi11p Morrie - -- 5 Raleigh Extra Mild ---- 6 *Raleigb (Other) -------- 7 Real ---- -_~____ -_ g Salem Lighte -- ---- 9 *Salem (Other) -------- 0 Saratoga --- --- a Silva Thins ----------- y (56) Tall - ---- - - 1 Tareyton Lights --------- 2 Tareyton Lov Tar Menthol --- 3 *Tareytoa.(Otther) ----------^- 4 True 5 Vanguard~ ---- -__---_--____ 6 Vantage _-__-__7 Viceroy Extra Mild --------- 8*Viceroy (Other) --------------- 9, Virginit Slims --------- ---- 0. Winston Lights ------------ x. *winaton (Other) ---------- y Other (SPECIFY): (57) 13b. Is that filter or non-filter? ) 13n. Filter --------- ~' O Non-filter ----- 2 Fa M Is that regular, king-size, 100mm or the extra-long 120mm4 (5 W flegular -------- 1 ~ . King-slze 2 :? 100mm ----------- 3 OD 120= 4 .