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, NATIONAL CONSENSUS SURVEYS #42318W 801 Second Avenue New York, New York 10017 ~.~ 13-4 PHONE P: E~'S- J~/ S'v~- / 1, Please take a few minutes to go through the advertisements in this book. Pleasa take aa much time with each ad as you aase.to. If you ordinarily wear reading glassea, 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 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---------- ILD Dole Pineapple -------- 1 Luke------------- 3 BankAmsricard/VISA --- 2 General Electric Washer - 2 ~ Hilton Hotels --------- 3 Bayer Aspirin----- Golden Lighta------ Golden (Unsp.)--- 5 - Bolana Lawn Mower Kawasaki --------------- 4 Kent Goldan----•---- 6_ Budweiser ----------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lighta- ~ Canadian Club------- 6 Polaroid Camara--------- 6 Kent Lights-----._ 8_ Coca Cola -----------<~Singer Sewing Machines --- 7' Kent (Unsp.)----- 9 Concord Watches------ 8 Taster's Choice ------- 8 Lights (Unsp.)--- 0 9 Tr e------------- - x t ht W th t 9 W i t h - -- -- C u oo ers - pas e e g a c - - ~ rest 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 THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15),. Yes brands do you remember eeeing ads for? Any others? 3b. luke -- - 3 Golden Lights ------- Golden (Unep.) ---- 4 5 Kent Golden ----- Kent Golden Lights -- Kent Lights -------- Kent (Unap.) ------- Lights SUeap.?------- 6 7 8 9 0 True - --- x Other (SPECIFY): - y No ------- 2--P(SKIP TO Q.10) (IF "ONE"'OR'"TWO"'CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? 0 (16) Yes -------- 1--*What brands were they? Any others? (16) Luke -- -- 3 Li G l h 4 No ----- ----- (1 t g o den ts Golden (Unsp.) 5 Kent Golden 6 Kent Golden Lights -- 7 Kent Lights ------ 8 CONTINUE.) (IF TRU&MENTIONED IN Q.2, 3a OR 3b Kent (Utiap. ) ------ 9 , , Lights (Unsp.)------ 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 )- FFue x , Other (SPECIFY): y

, R' r -2- ll42318w 4. What do you remember about the TRUE advertisement? (PROBE;) What alse do you reasember? 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- 24- 25- - 26- 27- (TF 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 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 I 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 best describes 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 similar --------- 1 9. (AAND RESPONDENT CARD 9.) s Based on the message, which phrase on thia card best describes your interest in trying TRUE cigarettes? (32) Extremely interested ------•6 Very interested -------- 5 Somewhat interested:-------- 4 Somewhat disinterested ----- 3 Very disinterested ------ 2 Extremely disinterested - 1 ~ N M W MJ ~ ~ii

-3- #42318W, (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-V ~ 37- a 38- (OPEN PORTFOLIO T0' TRUE- AD.) 11a. Ia there anything in the TRUE ad that you particularly like? (CONTINUE) - Yes (SKIP TO Q.12a) -- No -- -- ilb. What is there in the TRUE ad that you particularly like? (PBUBE:) - What else? - iyL 4~ 42-y36G. 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINAE) -- Yes ------- 1 (SKIP TO Q.13a) -- N `/ti'F11o :2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? s

w r x -4- #42318W 13a. What one brand of cigarettes do you emoke most frequently? (DO NOT READ BRAND NAMESS) . 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 Camel or Camel Lights?" IF KENT, ASK: "Isq tt'at Sent 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 Lighta, or the longer L& M Lights 100®?" 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 O1d Gold Lights? T IF PALL MALL, ASK: "Is that Pall Mallior Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGHy 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 Menthoh? i IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) (54) Alpine ------------------------ 1. More ---- ---------- _7 Belair ----------=----------- 2 Newport Lights - ---- 8 B M lti-Filt B & H d 3 (O h 9 *N ) y u er enaon e ges t er ewport - -- Benson & Hedges Lights -------- 4' Now -------- ------ -- 0 *Benson & Hedges (Other) ------ 5 Old Gold Lights --- --- x C l Li h --------------- 6 ld (O ) -------- *01d G h ame g te *Camel (Other) ----------------- 7 - y o t er (55) Carlton ------------------- 8 Pall Mall Extra Mild - 1 Chesterfield ---------------- 9 *Pall Mall (Other) - Decade ------------------------ 0 Parliament Ultra Lights ~~---- Doral ------------°-------- x *Parliament rOther) -- -- 4 Eve ----- --------- -------- - Philip Morris -- ---- 5 (53) Raleigh Extra Mild --- 6 Fact ---------- ----------- ----- 1 *Raleigh (Other) - -_ 7 Gauloises -------------------- 2 Real 8 Iceberg 100's ---------------- 3 Salem Lightq ----- --- 9 Kent Golden Lights ----------- 4 *Salem (Other) -------------- 0 *Kent (Other) -------------- 5 Saratoga ---- ---- x Ko l S Li ht ------------ 6 - - Sil Thi o uper g s ns -- - - va y Ko l Mild ------------------- 7 (56 o s *Kool (Other) --------------- 8 Tall ------_------_----- ) 1 L& M Flavor Lights ---------- 9 Tareyton Lights -------------- 2 L&' M Lights 100mm ---------- 0 Tareyton Low Tar Manthol ------ 3 *L & M (Other) --------------- x *Tareyton (Other) 4, Lark ----------- ------------- v True --------------------- 5 (54) 6 Long Johns ------------------ 1 Vanguard --- Vantage ---- ------------- -------------- 7 Lucky Strike ------------------ 2 Viceroy Extra Mild ---------- 8 Marlboro Lights --------------- 3 *Viceroy (Other) -------- ---- 9s *Marlboro (Other) ------------- 4 Virginia Slime -------------- 0 Max -------------------------- Merit ------------------------ 5 6 Winston Lights ---------- *Winston (Other) ---__------__ x y Other (SPECIFY): (57) ~ 1 13b. Is that filter or non-filter? ~ 13c. Is that regular, king-size, 100mm or the extra-long 120mm? Filter ---------- 0 Non-filter --- 2 bA (59) ~ Regular -------- 1 ,p King-size -----2 100. ------ 120mm ----------- 4

-5_ . #42318W 14. How many cigarettes do you smoke in an average day? (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 (161/2 packs)' ------------ ~ 40 or more (2'packs or more) CLASSIFICATION Nov, judt a:ew questions for u. What wae the last statistical purposes only. grade of school you completed? . (61) Some grammar school (lst-7th grades) --- 1 Gramimar school graduate (8~h grade) --- 2 Some high school (9th-llth grades) ----- High school graduate (12th grade) ----- Some college -=---- --------- ----- -___ College gtaduate or beyond ------------- (k41ND RESPONDENT CARD 16.) 16. Again, just for c lassification pur poses, which letter on this card includes your total family income before ta xes last year? - (62) A. Under $7,500 -- --------------- 1 B. $7,500 to S10,0 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 5 F. over $25,000 - ---------------- 6 Refused --------------------------~ 17. (LND'ICATE SEX.) (63) Male ------------------- ------------ -- 1 Fe ma l e -------- ----------- ---------- 69 ATTACH QUESTIONNATRE TO SCREENER. s 3