Tobacco Documents Online

j -3- . . #42318W (ASK ALL:) - 10. Let's take a few seconds to look at the TRUE ad again. (EKPOSE POR 5 SECANDS'AND REMOVE.) . .. . What do you thiak.iethe main idea the mauufacturer wants to gat across about TRUE? (PROBE:) What else? ~ ~ ,-~ ~ ~~~~ l `~/~"ILQ ~G"LC/~l.y/lJ ~YO' RJ»[:rt.~P~~CJ 33- nt ~ .~n..,. I... .•''v- k ~ n _ _ 4c. _e ~ / 1? 0 34- 3 38- (OPEN PORTFOLIO TO' T+RUE..AD.) . 11a. Is there anything in the TRUE ad char you particularly like? _ (39) . (CONTINNE) - Yea - - - - - - 1 (SKIP TO Q.12a) -- Bo. ----- .2~1 ~.~ 11h. What is there iu the TRUE ad that you particularly like? (PBOBE:)- - - Waat else? ' 14 AiQ,d w 0 J.f 0(' (}®/l 0A/ 0 40- ~ A d~~i,r,;.c11 ~ ~ ~e~?2 41- 4!A" ~ /11U _ 1 42- ~ 43- 44- 45- 12a. Is there anything in the TRUE ad that youpartlcularly d islike? (46) (COt1T'1NUE) - (SKIP TO Q.13a) - Yea ---- 1 --.Bo -------jo i2p.. What is there in the TRUE'ad.that you particularly.dialihel (PBOBE:) What else? 51 5

.l #42318W 14_ Howmany cigarettes do you.smoke in aa 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) . . 30 to.39 (1-1/2 packs)-------- 40or more (2 packs or note) ----------- ' CWSSIFICATSON Aov, j'wyt a:ew questions for statistical purposes only. 15• What was the laae grade of school you compltlted7 . (61) Some gramm8r school (lst-7th grades) --- Z Crammar school graduate (8th grade) -- 2 Somc high school (9th-11th grades). --- 3 High school graduate (12th grade) ------ n Some college T~_ ColQege graduate or beyond ------------- 6 (BAND RESPONDENT CARD 16.) ~ ' 16. Again, just for classification purposes, which letter on this card includes - your total family income before taxes last year? (62) .. - A. Under $7,500 ----------------= 1 e. $7,500 to 510,000---------- 2 . C. Over $10,o00to $15,000 ----- ------ 3 - . D. Over $15,000 to $20,000 ------- Q~ 8. Over $20,000 to $25,000 -------5 . F. Over $25,000 »------- 6 Refused.----- -------- -__-_------ 7 17. (INDICATE SEX.) (63) Nrle ------ ------------ ---- ---------- 1 Pemale ATTAClI QUESTi0NNA1R1 TO SCREENER 80-1 O M ~ W A r m a

642318W 4. What do you remember about the TRUE advertiaamaatY (PPS)BE:) What else do you remember? . . . .. 5. 17- 1s- 19- 20- 21- 22- 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- - -- 25- - ... 26- -- 27- - (IiF RESPONDENT SAYS "DON'T RNOW°'TO Q,,5, SKIP TO Q.10.) -- 2S-. (HAND:RESPONDENT CARD 6.) .. 6. Thinking about what you've just told me about the advertising message, what . phrase on this card beat describes how important this is to you? {29) Ertnemely impoctant ------ 6 . - - Very important --------- 5 Somewhat important ------ 4 gomewhat unimportant --- 3 Very unimportant ------- 2 Not at all important ----1 7. (BAND 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 ---- 4Somewhat unbelievable ----- 3 . Very unbelievable -------- 2 Extremely unbelievable ---- 1 g. (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 siaflar ------- 3 . Very similar ---------- 2 Extremely similar -------- 1 9. (HAND RESPONDENT CARD 9.) : Baeed on the message, which phrase an this card beat describes your interest in crying TRUE cigarettes? - (32) Extremely interested ----- 6 Very interested ------- 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested -------- 2 ~ Extremely disinterested -- 1 Fa ~ ~ N m 4+

-4- t42318W ,l 13a. What one brand of cigarettes do you smoke most.frequently2 (DO,NOT READ BRAND MAMES.) THE STABRED'BRANDS MISTBE PROBED; IF BENSON & HEDGES, ASK: "Is that Benson & Hedgee, Benron & Hedges Lights, - or ulti-Filter" made by Beneon & Hedges?" IF'CAMEL, ASK: "Is that Came1 or Camel Lights?" IF KENT, ASK: "Is that gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Hilds, or Kool Super Lights?" IF L & H, ASK: "Is that L a M, L & M Flavor Lights, or the longer L 6 M Lights 10ommY" IF'MARLBORO, ASK: "I~e that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" ' IF OLD GOLD, ASK: "Le that Old Gold Filter or OldGold Ligh-teT'r . IF PALI: MALL, ASK; "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK; "Is that Parliament or Parliament Ultra Lights?" IF RALEIGHy ASK: "Ie that Raleigh or Raleigh Extra M11d7" IF SALEM, ASK: "Is that Salem orSalem Lights?" IF TARBYTON, ASK: "Is that Tareytony Tareyton Lights, or Tareyton Inv Tar Menthol?n . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON, ASK: oIs that Winston or Winston Lights?o Mult1-F'.lter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Beneon & Hedges (Other) ---- 5 Canal Lighta--_---__-_-- 6 *Camel (other) -------------- 7 Carlton -_------------- -_-_ 8 Chesterfield ----------° 9 Decade ------- -------- ^_- 0 Alpine -_-____ Belair --------- _-------- __ (52) Eve_-__-_-_____-_--_--_ - (53) Fact -------------- -__-___- 1 Gauioises ----------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ------------ 4 *Kent (Other)_----- ~__---. 5 Ynol Super Lights ---------- 6 Xool Mi1ds ---------------- 7 *Kool (Other). ------------- 8 L 6 M Flavor Lights ------- -- 9 L & M Lights 100mm --------- 0 sL& M (Other) ------------ x Lark ------ -___--^__------ y (54) Long Johne-------- -_------- 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 *Marlboro (Other) ------------ 4 MAX ------ -__-_-__-_----- - 5 Merit ------------------------ 6 l3b. Is that filter or non-filter? 13c. (54) Newport Lights ---------- 8 *Nevport (Other) 9 Old Gold Lights ---- - x *01d Gold (Other) -------- y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) - - 2 Parliament Ultra Lighte---- 3 *Parliamant tother)- - 4 Philip Norris --- Raleigh Extra Mild - *Raleigh (Other)---- Real Salem Lighta *Salem (Other) Saratoga 0 Silva Thins ------------ y (56 ) Tall -__^----- --__-_--__- 1 Tareyton Lights --------^ 2 Tarayton Law Tar Menthol --- 3 *Tareyton (Other) ----------- 4 True __--__-----__-~__ 5 Vanguard 6 Vantage ------ -_~^-W_---_ 7 Viceroy Extra Mild --------- 8 *Viceroy (Other) ------- ----- 9s Virginia Slims ----------- 0 Winston Lights------ ------- x *Winston (Other) ---------- --- y Other (SPECIFY): (57) Filter ------t1/ Non-filter ------ 2 0 r Is that regular, king-size, 100mm or the extra-long 120mm1 (59) aD . . Regular __----~ A King-eize -----{~~ 2'J M~ 100mm ----- 3 , , 120mm 4

~ NATIONAL CONSENSUS SPNVtYS #42318W .~ 801 Sacond Avenue , NeW York, New York 10017 (~ p ~4 (~7 13- 4 NAP1S: PHONE 0: l I' o) 7 Q l. Fleaae take a few minutes to go through the advertisemente in this book. Please take as wuch time vith each ad as ynu Yare..to. Lf you ordinarily wear reading glasaea, you'11 need them. (HAND itESPPNDFNT PORTFOLIO AND YAKB IT BACK BEFONF. CONTINUTNG.) $, Now, I'd lika to ask you a few queationa abuut the ada lu the book. What hrande or producce do you remember seeing ads for in the book7 (pROBE:) Any other branda7 (DO NOT READ EITNER &RAND NAMES OR PROPU(;T CATEWRLES,) GPNE CIGARRTTE ADS Amana Range--_-_______S Do1e Plneapple ---------- Luke_______-______ BankMarlcard/VISA --- 2 Caneral Elecrric Washer - 2 Golden Lighta------ Bayer Aepirin------- -- 3 Hilton Hotela -------- ~ Golden (Unap.). ---- 5 Rolena Lswn Mower ----- 4 Kawasaki ----- ----------- 4 Kent Coldeu------ 6 Budweiaer ----------- 5 Old Rplce PnckaL Ccingua Kent Golden Lighte- 7_ Canadian Club-------- -~ Palaroid Cemere-------- 1 Kent Lights------- 8 Coca Co1a --------- -b3.1 Singer Sewing Machinee --- 7 Keut (Unsp.)------ 9 Concord Watchea------ 8 Taoter's Choice ---------~$ 6lghce (Unep.)----- O Crest tmthpaeta --- 9 melght Watchers --------- (- 9) 4Ttue---------- ---- a ' - - Other (SPECIPY): Y (IF NO CICARETTS BRANDS MENTIONED ABOVE, ASK (IF ONLY ONE OR TWO CICARETTE BRANDS MENTIONED, SKIP TU Q.Jb.) (IF ALL TIiAEE CIOARETTE BRANDS MENTIONED, SBIP TO Q.4,) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Po you relaember any ads tor clgarettee4 (1S)+ Yes ---- - i -=TWhat branda dn you remember eeeing ade Any othere7 . for? ~ _,:e"Ab, tuke _____---------- 3 Golden Lights ------ 4 Colden (Unap.) ----- 5 xnnt Golden --------- 6 Kent Golden Lights -- 7 Rent Lights ------- 8 Kenc (Unep.) ---- -_ 9 LS hta Uns . 0 Tr_ue_ ------------- - r Othet' (SPSCIkY): ' Nu -------- &~(SKIP TO Q.10) (IF 'bNE" OR "TWO" CIGARETTE BRANDS tlEN'1'IONED, ASK:) 3h. Do you remember any eda fur any orher branda of cigerettea7 (16) Yea --------- 1-3-What brands were Lhey7 Any others? No ---------- r) (IF TRUE MEN'LtaNED IN Q.2, Ia, OR 3b, CONTINUE.) (TV TRUE NOT MENTIONEP IN Q.2, 3a, OR 3b, SKIP TO Q.10,) y (16) Luke -- 3 Golden Lights -- -- 4 Golden (Unap.) ----- 5 O Kanc Colden ------ 6 M~ Kent Golden 1.ighta -- 7 Kent Lights -------- 8 Kent (Nnap.) ---f°- 9 ~ ...L1h.hie (Unap.)----- 0 Fy True __--------- _-- Othef (SPKCIFF): 0