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l 1' NATIONAL CONSENSUS SURVEYS „ •Wl Second Avenue New York, New York 10017 #42318W 13- 4 NAME: `A".*.•.Q A 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you aue_to. If you ordinarily wear reading Rlassae, you'll need them. (HAND RESPONDENT PORTFOLIO 2. Now, I'd like to ask you a What brands or products do Any other brands? (DO NOT PHONE #': ~Q t~ (~t,^i4 i AND TAKE IT BACK BEFORE CONTINUI'NG.) few questions about the ada in the book. you remember seeing ads for in the book? (PROBE:) READ EITtIER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Amana Raage---------- BankAarrricardJVISA --- Bayer Aspirin------- 1 2 3 Dole Pineapple General Electric Washer - Hilton Hotels --------- 3 Bolsna Lawn Mower ---- 4 Kawa s ak i ---- - - - ------ - 4 Budweiser -------°-- Canadian Club-------- Coca Cola --------- 5 6 7 Old Spice Pocket Cologne - Polaroid Camara--------- Singer Sewing Machines -- 7 Concord Watches---- 8 Taster's Choice ---------- 8 t h 9 ---- 9 W t - -- W i h h oot paste Crest a c ers - - - e g t CIGARETTE ADS (14) Luke--- --- 3 Golden Lights- Golden (Unsp. )--- 5 Kent Golden-------- -6 _ Kent Golden Lights- 7_ Kent Lighta------ fl_ Kent (Unsp.)------ - 9 Lights (UnaP.)---- 0 _ True----- - x (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ade for cigarettes? (15) ~.. Yae brands do you remember seeing ads Any others? for? Euke -- 3 Golden Lights ------- 4 Golden (Unsp. ) ---- 5 Kant Golden ------- 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Unap.) -----^ 9 Lights SUnsA.)------ 0 True - ---- Other (SPECIFY): No ----- 2------ I~P(SKIP TO Q.10) ~ • - (IF "ONE"'OR'"TWO"'CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? x y (16) Yes --------- 1------ ilo-What brands were they? Any others? (16) Luke -- -- 3 /17 No ---------- 2, Golden Lights ----- 4 Golden (Unsp.) ----- 5 Kent Golden ----- 6 Kent Golden Lights -- 7 C Kent Lights --------- 8 6A (IF TRUE MENTIONED IN Q.2„ 3a, OR 3b, CONTINUE.) Kent (Uasp. ) ------ 9. ~ Lights (Unsp.)----- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3by SKIP IPA TO Q.10 ) True --- x l1 C PA , Other (SPECIFY):

V r .1U , -2- - #42318w 4. What do you remember about the TRUE advertisement? (PROBY:) What else do you remgmber? 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what wa9•the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? 23- 24- 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOW"'TO Q.5, SKIP TO Q.10`.) (HAND RESPONDENT CARD 6.) 28 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) Extnemely 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 Very believable --- 5 Somewhat believable ----- 4 Somewhat unbelievable ------ 3 Very unbelievable -------- 2 Extremely unbelievable ---- 1 8. (HAND RESPONDENT CARD 8.) And, which phrase on this card beat 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 simila= --------- 1 9. (HAND RESPONDENT CARD 9.) a Based on the message, which phrase on this card best describes your intetest in trying TRUE cigarettes? (32) Extremely interested ------•6 Very interested -------- 5 Somewhat interested -------- 4 Somewhat disinterested ----- 3 Very disinterested --------- 2 Extremely disinterested --- 1 C> F+~ UD L.i 4 N ~ O

v 142318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (MOSE FOR 5 SECONDS A1ID REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33- O 37- ~ 38- (OPEN PORTFOLIO T0 TRUE- AD.) lla. Ia there anything in the TRiTE ad that you particularly like? (39) (CONTINUE) -- Yes 12 ) -- N -- - KIP TO o - - (S Q. a i1b. What is 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? (CON??IN[1E) - Yes ---- `4fi_k (SKIP TO Q.13a) - No ----- 2 . 12b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? . »Cfi 0.n . -Ir W D` A na Ol - ~~~^ Q~Ll \ .~ ."1 ~easn~ ~ ~3-meQc a ) ~~1~~4 1.r.1~) k A~ _ Jt 49 50 51- s

M f .,L, , -4- 042318W 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES. ) • - 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'M?.RLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK; "Is that O1d Gold Filter or Old Gold Lights?'r IF PALL MALL, ASK: "Is that Pall Mallior Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH'ti ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Ia 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?" or ulti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is that Kent or Kent Golden Lights?" THE STARRED'BRANDS MUST BE PROBED': IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges 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 -------------------------- (53) Fact -------- -------------- -- 1 Gauloiaea --------------------- 2 Iceberg 100's --------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) ---------------- 5 Kool Super Lights ------------ 6 Kool Miids ----------------- 7 *Kool (Other) ---------------- L & M Flavor Lights -------- ~ 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, 100mm or (54) More ------ ----------------- 7 Newport Lights --- ----- 8 *Newport (Other) - -- 9 Now ------- ----------- 0 Old Gold Lights --- -- x *01d Gold (Other) -------------- y (55) Pall Mall Extra Mild - 1 *Pall Mall: (Other) -------------- 2 Parliament Ultra Lights ----- 3 *Parliament rOther) -- -- 4 Philip Morris - Raleigh Extra Mild ------ *Raleigh (Other) ---------------- Real ---- ------- ---- Salem Lights *Salem (Other) -- Saratoga ------ - Silva Thins ---- 5 6 7 8 9 0 x (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) ---------- $ Virginia Siims ------------- 0 Winston Lights ------ --- x *Winston (Other) -------------- y Other (SPECIFY): (57) 1 (5_8) Non-filter - ,Z N the extra-long 12Qmm? (59) W to Begular ------ ~A King-size - ~"4 100mm -° 3 N 120mm -- ---- 4

! a -9- 042318W 14. How many cigarettes do you smoke in an average day? 9 or less (less than 1/2 pack) ----- 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) (60) CLASSIFICATION had„ just a iew questions for statistical purposes Anly. 15. Whut way the last grade of school you~completed? (61) Some grammar school (lst-7th grad2s) --- 1 Crammar school graduate (8th grade) --- Some high school (9th-llth grades) ----- High school graduate (12th grade) ------ Some college -------------------------- Coilege graduate or beyond --------_--° (HP:ND'RESPONDENT CARD 16.) 16. Again, just for c lassification pur poses, which letter on this card incl ude s your total family income before ta xes last year? (62) A. Under $7,500 -- ------- -------- _ B. $7,500 to S10,0 C. Over $10,Q00 to 00 $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.) (63) Male ---- --------------------- ------- -- Female --------------------------__ d) ATTACH QUESTIONNAIRE TO SCREENER. , .