Tobacco Documents Online

A42318W 4. What do you remember about the THUE advartisamant? (PROBE:) What alsa do you rgmpeber7. . . .. 17- lg- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer wes trying to get across to you about TgDE? (PROBE:) What else? - 23- 24- _ 25- 26- 27- 28- 6. (IPRESPONDENT SAYS "DON'T IQiOp" TO Q.5. SKIP TO Q.10.) (RAND 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? (29) . - 7. (HAND RESPONDENT CARD 7.) Extnemely important ----- 6 Very important ------ 5 Snmevhat.important ----- 4 gomewhat unimportant ---- 3 Very unimportant ---------- 2 Not at all important 1 Againy thinking.about the advertising message, which phrase on this card best describes how believable this is to you? (3D) Extremely believable --- 6 Very believable --------- 5 Somewhat believable ----- 4 Somewhat unbelievable ---- 3 . Very uabelievable - - - - - - 2 . . Extremely unbelievable -- 1 8. - (HAND RESPONDENT CARD 8.) And, which phrase on this card best describes how different you think thie message is from.other cigarette advertising? (31) - Extremely different ----- 6 Very different --------- 5 Somewhat different ------ 4 ~ Somewhat similar 3 . Very similar ---------- 2 Extremely similar -- i 9.. (NAND RESPONDENT CARD 9.) a Based on the message, which phrase on thie_ card beat describes your intereat in trying TRUE cigarettes? . (32) Extremely interested ----6 Very interested -------- 5 Somewhat interested'---- 4 Somewhat disinterested ---- 3 Very disinterested ---- 2 Extremely disinterested - 1 p M Q7 W M CJI W

/42318W 14. How manycigarettes do you smoke inam average day? (60) 9 or less (less than 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) ---------- CLASS:FICATIOw how, just a:ew questions for statistical purposes only. 15. What wasthe last grade of school~ you completed? •. (61) Some grammerschool (lst-7th grades) --- -1 Orammar school graduate (8th grade) -- 2 Some hlgh.school (9th-11th grades) ----- 3 High school.graduate (12th grade) ------ 4 Some college ==`( 5~ College graduate or beyond ------ ---- ~- (1L1ND RESPONDENT 16. Again, just for c CARO, 16.) lassification purposes, which letter on this card includes your total family income before taxes last year? (62) A. Under $7,500 -- --------------=- 1 B. $7;500 to 510,0 00 ----------- 2 C. Over $10,000 to $15,000 --------- 3 . . D. Over $15,000 to $20,000 4 . E. Over $20,000 to $25,000 --^--- S . F. Over $25,000 -- ---------------- 6 Refused ------- - ----- -__-_------ ® 17. (1NDICATESEY.)(63) Male ----------------------- -.-___--_. 7 Female ATTACH! QUESTCONNAIStE TO SCREENER. ' 80-1~ I

442318W (ASK ALL:) . 10. Let's take a fevseaoads to look at the TRUE ad again. (EXPOSE yOB 5 ' SBCONDB APB/'RENOVE.) What do: you think is the meih idea the manufacturer wants to geL across about TRUE? (PROBE:) What else? 3- rz ~ k'F~ \` J pJO~-p. ¢QLO ~ ft`w._~ r~cay-Q . 3 38- (OPEN PORTFOLIO TO' TRUE- AD.) lla. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) -- Yes 1 . , - (SRIP TO 12 ) -- N - ' - . Q. a o - ~ ilh. What is there in the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Ia there anything in the TRUE' ad that you particularlydislike7 (46) - (CO11T_ffiUE) - yee ------ 1 (SKIP TO Q.13a) - No ----© 12b. What is there ia the TRUE ad that youparticularly dis3ike?'. (PROBE:) " What else?

-4- 442318W- 13a. What one brand of cigarettes do you emoke most frequently? (DO NOT gEADBRAND NAMES.) THE STARRED'BBANDS MUSTSE PROBED:. - I8 BENSON & HEDGES, ASK: "Ie that Benson 4 Hedges, Benson & Hedges Lights, " or ulti-Filter" uade by Benson & Hedges? IFCAMEL, ASK: "Is that Camel or Camel Lights?" IF'KENT, ASK: "Ie t11at Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kaol, Kool Milds, or Kool Super Lights?" IFI. & M, ASK: "Is that L 6 M, L & MFlavor Lights, or the longer L& N Lightc100mm1^ IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights7" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK; "Is that Old Gold Filter or Old Go1d Ligh IF PALL MALL, ASK; "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Light.?" IF RALEIGg, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF'SALEM, ASK:. "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lighte, or Tareyton Low Tar Menchol?~ IF VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mi1dY" IFWINSTON,. ASK:"Ia that Winston orWinston Lights?" . . (52) - (54) gelair -------- -_-------- -_- Multi-Filter By Benson 6 Hedges Beneon~& Hedges Lights ------ aBenson 6 Hedges (Other) ------ 2 3 4 5 Newport Lights - -- 8 *Nevport (Other) ---- -- 9 Now 0 Old Gold Lights --- - i - • Camel Lights - --- 6 Old Gold (Other) - Y (55) +Camel (Other) ------------- -- (~7 Carlton ------- -_----- '_-_- 8 Pall Mall Extra Mild ------- 1 li ) - 2 * Cheaterfield~ ------------- Decade _-------------'-- Doral ___------ __-__------- 9 0 x er Pall Mall(Ot Parliament Dltra Lights ----- 3 *Parliament fOther) - -- 4 5y Lve ------ - Philip Morris - ---~ 5 ld -- 6 ( ) Raleigh Extra Mi Fact ------- -------------- - 1 G a u 1 o i a e e - - - - - - - - - - - - - - - - 2 Iceberg 100's -------------- 3 Kent Golden Lights ---------- 4 *Kent (Other) ------------- - 5 Yool Super Lighte -------- -- 6 Kool Milds---- ----------- - 7 •Kool (Other) ----------- 8 L & N Flavor Lighte -------- 9 L 6 M Lights 100102 ---------- 0 *L & M (Other) _____________-_ x Lark -------- -_--------- -_ v (54) Long 7ohns ------------------ 1 Lucky. Strike --------------- 2 Marlboro Lights -------------- 3 tMarlboro (Other) ------------ 4 Max ------ -__-__---------- 5 Merit ----------------------- 6 •Raleigb (Other)---- - 7 Kea1 8 Salem Lights ----------- 9 •Salem (Other) 0 Saratoga -----------~----~ a Si1va Thine -----~---- Y (56) Tall _____-___ I Tareyton Lights ---------- 2 Tareyton Low Tar Menthol ------ 3 'Tareyton (Other) ----------- 4 True 5 Vanguard ---------------- 6 Vantage ------ -__----- I Viceroy Extra Mild ---------- 8 Wiceroy (Other) ---------- 91 Virginia Slims ------------ 0 Winston Lights ----------- •Winston (Other) -------------- x y Other (SPECIFY): (57) 1 1 13b. Is that filter or non-filter? (58) 13c. Filter --------- 1 Non-filter ------Q Is that regular, king-size, 100mm or the extra-long 120mmP (5 Hegnlar ------ -_ ~j_ King-size ----- 2 lOOom -------- 3 , 120mm ------ 4

w ,~.NATIONAL CONSENSUS SURVEYS y,( 801 Second Avenue New York, New York 10017 #42318W 13-4 NANB: PNONE 1, Please take a few minZesto go through the advertisements in this book. Pleua take ae much time with each ad as you aare-to. If you ordinarily wear reading 2. gLasete, you'll need them. (BAND RESPONDENT PORTFOLIO AND TAKE IT gACK BEFORE CONTINUING.) Now, I'd 11ks to ask you a few questione about the ads in the book. What brands or producta do you remember seeing ads for in the.book7 (PROBE:) Any other hrands4(DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Eanga-__-----_ 1 Dole Pineapple ------ 1 Luke-------- 3 gsnkAmericard/YISA --- 2~ General Electric Washer - 2 Golden Lights------ Bayer AepirSn------- 3 Eilton Notele --------- 3 Golden (Unap.)-- 5 BolansLavn Mower ----- 4 Kauasaki -_---___-__--- 4 Kent Golden---- -6 .. Budweiser 5 Old Spice Pocket Cologna - 5 Kent Golden Lights- 7_----- Canadian Club----- E Polaroid C¢mors------ 6 Kent LSghce---- Coca Cola -------Q Singer Sewing Machines --- 7 Kent (Unap.)----- ..g 9 Concord Wetches----- Taster's Choice ---- -g Lighte (UOap.)--- 0 Crsst toothpaste ---- 9 Weight Watchere ---------- 9 True--------- i Othar (SPECIFY):. y (IF NO CIGARETTE BRANDSNENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.)' (IF ALLTNBEE CICARETTEBRINDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CICARETTEBRANDS lO:NTIONED ABOVE, ASK:) Do you retuember any ads for cigarattes7 (1 1Ya( -----%-^"'' ~aC brands do you remembex seeing ads for? Any others? =- ... luke -_-_---- 3 Golden Lights 4 Golden (Unap,) ---- 5 Ksnt Golden ------- 6 Kent Golden Lights -- 7 Kent Lights ----- 8 Kent (Uasp.) ------- 9 LSghta(Uesp.)---- 0 Trve a Other (SPECIFY): No ------+ 2-> (SKIP'TOQ.10) _ 3b. (1P. nUtiE° OR "TWO" CIGARETIEBRANDS MENTIONED, ASK: ) Do you remember any ads for any other brands of cigarettea7 (16) Yee --------- 1-2ffiat brands were they? Any others? (16) 3 No 2 Golden Lights --- 4 Golden (Unap.) --- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ------ 8 p (IF TRUE MENTIONED IN Q.Z,3a. OR 3b, CONTINUE.) Kent (Unsp.) ------ 9 ~ Lights (Unsp.)---- 0 ~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP . True --------- r TO Q.10.) Other (SPECIFY): - N y