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.. .: f` NATIONAL CONSENSUS SURVEYS #42318W' # 801 Second Avenue New York, New York 10017 1, ~ 'ta iq~. 13-4 PNONE #: y /.3-u 7OS Please take a few minutes to go through the advertisements in this book. Please take aa much time with each ad as you aars_to. If you ordinarily wear reading g7.aases, you'll need them. (HAND RESPONDENT'PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few questions about the ada in the book. What brands or products do you remember seeing ada for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Coca Cola --------- 7 Concord Watches------- 8 Crest toothpaste --- 9 Budweiser Canadian Club------ Amena Range----------- 1 BankAmericard/VISA --- 2 Bayer Aepirln-------- 3' Bol.ne Lawn Mower ---- 4 Dole Pineapple -------- General Electric Washer Hilton Hotels --------- Kawasaki Old Spice Pocket Cologne - Polaroid Camara------. Singer Sewing Machines -- 4 © CIGARETTE ADS (14) Luke-- - ------ 3 Golden Lighte------ Golden (Unep.)--- 5 - Kent Golden--- Kent Golden Lights- T_ Kent Lights------- , 8 Kent (Unap.)------= _ 9 Taster'a Choice 8 Lights (Uns .)---- 0 Weight Watchers 9 P True- - ---- x Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Qs3b.) (IF'ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) - Do you remember any ads for cigarettes? . (1S)" Yes brands do you remember eeeing sds for? Any others? . . , . :xi0" Suke - - - - 3 Golden Lights ------ 4 Golden (Unap.) ---- 5 Kant Golden -------- 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Unsp.) -------- 9 Lighta LUaaA.?------ 0' True ---------------- x Other (SPECIFY): No --------- (2f -> (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? (16) Yes -------- 1-~~ihat brands were they? Any others? (16) Luke - - - - 3 No --------- 2 Golden Lights ------ 4 Golden (Unap.) ---- 5 Kent Golden -------- 6 Kent Golden Lighta -- 7 ~ Kent Lights ------- 8 }.~ (IF TRUE MENTIONED IN QsZ,3a, OR 3b, CONTINUE.) Kent (Unap.) ------- 9 W Lights (Unsp.)----- 0 ~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True ----- x ~ TO Q.10.~ _ Other (SPECIFY). C! :°»>;:

-2- - 4. What do you remember about the TRUE advertisement? (PROBE:) What else do you remamber? 17- 18- 19- 20- 21- 22- Extremely interested -----• 6 Very interested ---------- 5 Somewhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------- 2 disinterested ---- Extremel 1 O y Mr OA GJ Oa ~ 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? Extmemely important ------ Very important ----------- Somewhat important --------- Somewhat unimportant ------- 6 5 4 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 23- - -_24-- 25- - -26- 27- 28- - (IF RESPONDENT SAYS "DON'T ISN(1W" TO Q.5, SKIP TO Q.10.) (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 best describes how different you think this message is from other cigarette advertising?' (31) #42318w 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, which phrase on this card best describes your interest in trying TRUE cigarettes? (32)

-3- 442318W , (ASK ALL:) 10. Let'a take a few seconds to look at the TRUE ad again. (EXPOSE $08 5 SECONDS ANID REMOVE.) What do you think is the main idea the manufacturer waata to get across about TRUE? (PROBE:) What else? *j)c2di .0( ~l (OPEN PORTFOLIO TO TRIIE- AD.) lla. Ia there anything in the TRUE ad that you particularly like? iib. (CONTINUE) - Yea ------- (SKIP TO Q.12a) -- No ---------- What is there in the TRUE ad that you particularly like? (PROBE:) - What else? 12a. Is there anything in the TRUE ad that you particularly dislike? (CONTINUE) (SKIP TO Q.13a) - Yea ----- - No ----- :2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? 37- a 38- 40- 41- 42- I

f -4- 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camelior Camel Lights?" IF KENT, ASK: "Is that Kent or Yent 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 OIC.D GOLD, ASK: "Is that Old Gold Filter or Old Gold Lighis?r IF PALL 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 Cariton --------------------- 8 Chesterfield --------------- 9 Decade ---------------------- 0 Doral ------------------------- x Eve ---------- -------------- - (53) F a c t---------------------- 1 Gauloises -------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights --------- 4 *Kent (Other) -------------- - 5 K.ool Super Lights ------------- 6 Kool Miids ------------------ 7 *KOOl (Other) ---------------- 8 L & M Flavor Lights ---------- 9 L & M Lights 100mm ----------- 0 ~ *L & M (Other) ------------ Lark Lark ---------------------- (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 *Old Gold (Other) ------------- y (55) Pall Mall Extra Mild -- 1 *Pall Mall (Other) ----- --- 2 Parliament Ultra hights ------- 3 *Parliament YOther) ------------- 4 Philip Morris ------------ 5 Rgleigh Extra Mild ------ -- 6 *Raleigh (Other) ---- ----- 7 Real -------------- ---- 8 Salem Light; 9 *Salem (Other) ------~----- 0 Saratoga -------- ---- x Silva Thins ----------_-- y Tall --------- --------------- Tareyton Lights Tareyton Low Tar Manthol *Tareyton (Other) True -------------- ---- ----- Vanguard ------------------- Vantage ------ ---------------- Viceroy Extra Mild ---- ~-- f42318W' (56) 1 2 3 4 5 6 7 8 *Viceroy (Other) --------------- 9k Virginia Slims ----------- ------ 0 Winston Lights ------------- x *Winston (Other) ------- ------ y Other (SPECIFY): (57) --~ Filter ------- 1 Non-filter ------ 2 0 the extra-long 120mm? (59)"' WRegular ---- ----- 1 King-size ------- 2 A 100mm --------- 120mm -------- 4 ~p

_5_ #42318W 14. How many cigarettes do you smoke in an average day? (60) 9 or less (less than 11/2'pack) ------- 1 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20 to 29 (1 pack) 3 30 to 39 (1-1/2 packs) 4 401 or more (2 packs or more) --------- ~ ~e,' N CLASSIFICATIO Now, ;ust a few questions for statistical purposes only. u• What way the last grade of school you complnted? . (61) Some gramm$r school (lss-7th grades) -° -1 Grammar school graduate (8Xh grade) -- - 2 Some high school (9th-11th grades) ---- - 3 High school graduate (12th grade) ----° [~] _ Some college ----------------------M_ CoLlege gtaduate or beyond ------------ T - 6 (HAND RESPONDENT CARD 16.) 16. Againy just for classi'fication purposes, which letter on thi• card includes your total family income before taxes last year? (62) A. Under $7,500 -- --------------- -- 1 B. $7,500 to S10,0 04 ------------ --- 2 C. Over $10,Q00 to $15,000 ----- --- --- 3 D. over $15,000 to $20,000 -------- -- 4 E. Over $20,000 to $25,000 --------- --- 5 F. over $25,080 - ----- ------------- --- 6 Refused ---------------------------- n 1'7. (iNDICATE SEX.) (63) Male ---------------------------------- 1 Female ----------------------------/r1 ATTACH QUESTIONNAIRE TO SCREENER. 0