Tobacco Documents Online

842313W (ASR ALL:) 10, Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS 9tA1 RENOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-'~x , }TLn34- .Zf~ *qML, Q%1EP ~C1 /Vd 35-1 38- (OPEN PORTFOLIO TO~ TR17E- dD.) lla. Is there anything in the TRIIEadthat you particularly like? (39) (CONTIgOE) - Yea ------- 1 (SKIP TO Q.12a) -- Eo ----- ® iib. What is there in the 1R4Ead that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Iu there anything in the TRUE' ad that you particularlydialike? (4 6) (CONTINUE) - Yee ---- B S 1 1~ fF ] ( RIP TO Q. o 3a) - i / :2b, Whst is there in the TRUE ad that you particularly dialike? (PROBE:) What else? . 4

442318w 14. ]iovmany cigarettes do you smoke in anaverage 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 (1-1/2.packs)---- - 40 or more (2 packs or more)-^-- 5 CLASSIPICATION hou, )uec a cea questions for statistical purposes only. 73. Whac vaa the iasc grade of school you~completed7 • ' (61) -- Sonme grammar school (let-7th gradea) --- T Graa®at school graduate (8th grade) ---- 2 Some high school (9th-llth grades) ---- 3 '. High school graduate (12th grade) ----- (TG_~- Somu College graduate or beyond ---- ------- 6 (NAND RESPONDENT CARD 16.) 16. Agai~n, just for classiflcation purposes, which letter on thi4 card Lncludes your total family income before taxeslaet year? (62) A. Under $7,500 1 e. $7,500 to 510,000 ------------- 2 C. Over $10.q00to $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 ------- -__-_"_-_-_"'_ V{f 17. (INDICATE SEX.) ~ (63) Nale ------ -___________________________ 1 Female ATTACH QUESTIONNAIiU: TOSCRE6NEB 80-1 I

4. 442318W What do you remember about the TRUEE advertisement? (PROBg:) What else do you remember? . . . 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 aboutTRUET (PROBE:) What else? 23- 24- 25- 26- 27- (IF RESPONDENT SAYS "DON'T RNOW" TO Q.5, SKIP TO Q,10.) (F3ANDRESPONDENT CARD 6.) 28- 6. Thinking about what you've just told me about the advertising meesage, what phrase on this card best describes how important this is toyou7 -(29) Eatnemelyimportant ----- 6 - Very important ----------- 5 . Somewhat important ----- 4 eomewhat unimportant --- 3 Very unimportant -------- 2 Not at all important ---- 1 7. (NAND RESPONDENT CARD 7.) Agaim, 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 :mbelievable------- 2 Extremely unbelievable --- 1 8. 9. (HANDRESPONDENT CARD 8.) And, which phrase on this card beat describes how different you think this message is fram other cigarette advertising? . . (31) Extremely different ------- 6 . Very different -------- 5 Somewhat different -------- 4 Somewhat similar -------- 3 . Very similar ---------- 2 Extremely similar ------ 1 (31AND RESPONDENT CARD 9.) + gaeedon the message, whichphraee on this card best describes your intere9t in - trying TRUE cigarettes? - (32) - Extremely interested ------ 6 Very interested--------- 5 Somewhat interested -------- 4 gomevhat disinterested ---- 3 Very disinterested -----^ 2 Extremely disinterested --1 M M W d M d m

1 NATIONAL CONSENSUS SURVEYS,j 801 Second Avenue . New York, New York 10017 L NAME; W/<~ ~;VtJU.~iw ~'L PHONE d: 64231gW 13- 4 1, Pleasa take a few minutes to go through the advertiseA4nte in thishook. Please take as much time with each ad as you sara_to.. If you ordinarily wear reading 2. glapsae, you'll aeed them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEEONECONTINUING.) Naw, I'dlike to ask you a few questions about the ads in the book. What brands or products do you remember seeing ads for in the book? (PROBE:) - Any other brands? (DO NOT READ EITP.EEBEAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS - CIGARETTE.ADS (14) Asuna Ranga____---__ 1 Dole. Pineapple. Luke___-----_-- 3 BankAnaricard/VISA --- 2 General Electric Washer - 2 Golden Lights---- Bayer Aspirin------ - <Sd:D Hilton Hotels ------- 3 Golden (Unap. )--- S , Bolrns Lawn Nower ---- 4 Kawasaki - - - - - - - - - - - 4 Kent Golden^---- 6. Budweiser ----------- 5 Old Spice Pocket Cologne -`}- Kent Golden Lights- 7 Canadiem Club------ 6 Polaroid Qamere------(~) Kent Lighte---- 6. - Coca Cola --------- 7 Singer Saving Machines Kent (Unsp.)------ 9 - Concord Watches------ 8. Teeter'a Choice ------ Lights LUnep.)--- 0 Crest toothpaste --- 9 Weight Watchera --------- True----- ------ m - Other (SPECIFY); - _ 9 (IF NO CIGARETTS:BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q~3b.) (IFALD TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTEBBANDS MENTIONED ABOVE, ASK:) - Do you remember any ads for cigarettes? (13)' Yen brands do you remember seeing ads for4 - Aay others? 3k!A)• luke --~-_- 3 Golden Lighta --- 4 Golden.(Unap.) --_-_ 5 Nent Golden ------- 6 Kent Golden Lights -- 7 Eeut Lights ------- 8 Kent (Unep.) ---- 9 Lighte (Ueap.)---- - 0 . Trus a Other (SPECIFY):- P No -----+ 2~-i (SKIPTO, Q.10) 3b. (IF"ONE" OR "TWO" CIGARETTE.BRANDS NENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? (16) Yee -------- 1--iWhat brands were they? Any others? (16) N° ------- 2 Golden Lights ----- 4 Golden (Unep.) --- 5 Kant Golden ------- 6 Kent Golden Lights -- 7 Kent Lights. ------ -- 8 C ~ CONTINUE.) (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, l4nt (Unap. ) ----- 9 ~ . Lights (Unap.)---- 0 .p (IF TRUE NOT MENTIONED IN Q.2, 30. OR 3b, SKIP r TO Q.10 ) ' Irae ------"-- i m . Other (SPECIFY): . 7

J, -4- #42318W 13a. What one brand of cigarettes do you smoke most frequently? (DO~NOT READ BRALID NAMES.) THBSTARREDBRANDS MUST BE PROBED: IF BEgSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or ulci-Filter° made by Benson & Hedges?" IF CAMEL, ASK: "Is: that Camel or Camel Lights?" IF KENT, ASK: "Is t}µt gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IPL & M, ASK: "Is that L & M, L 6 M Flavor Lights, or the longer L 6 H Lights 100omZ" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NENPORT, 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 Mild7" IF PARLIAlfl:NT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALHIGHy ASK: "Is that Raleigh or Raleigh Extra.Mild7" . IFSAL@[, ASK:"Is that Saiem or Salem Lights?" - IFTAKKYTON, ASK: "Is that Tareyton, Tareyton Lighcs, or Tareytoa Low Tar Henthol7R ' _ 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 6 Hedges 3 Beason,& Hedges Lights ------ 4 *Beneon & Hedges (OCher) ------- 5 Camel Lights--__------- --__ 6 *Camel (Other) ---------------- 7 Carlton ---------------------- 8 Chesterfield~ -------------- 9 Decade _---------- -__------ 0 Doral ----------------------- r Eve ------ -__------ -___-_- (53) Yact ----- -I Gauloises -------------------- 2 Iceberg 100's ----- ------- -- 3 Kent Golden Lighte-------- 4 *Kent (Other) 5 Kool Super Lights ----------- 6 Kool Miids---- ---------- - 7 *ICool (Gther) -----°--'-- 8 L& M Hlavor Lights -------- 9 L & M Lights 100mm-------- -- 0 *L & M (Other) -------------- x Lark v (54) Long Johne ------------------ 1 Lucky Strike ---------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------- 4 M - ------- -__------------ - 5 Merit ------------------------- 6 (54) More 7 Nevport Lights ------ B *Nevport (Other) -~- 9 Now Old Gold Lights ---- ---- Y *Old Gold (Other) - - Y (55) Pall Mall Extra Mild -------- 1 *Pa11 Mall, (Other) -- --- 2 Parliament Ultra Lights ----- 3 *Parliauent tOther) -------- 4 Philip Morris --------- 5 Raleigh Extra Mild. ---- 6*Raleigh (OCher)--------~-44) Real -_-------- - Salem Lights ------ ---- 9 *Salem (Other) 0 Saratoga ---- -----'- _ Silva Thina y (56) Tall -__------ -I Tareyton Lights --------- 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (Other) ------------ 4 Vantage --___-- _---------- 7 Viceroy Extra Mild -----_~_- 8 *Viceroy (Other) ------------- 9. Virginia Slims ------------ 0Winaton Lights ----------- x *Wineton (Other) ---------- ---- y Other (SPECIFY): (57) - Filter ----------JL/ O Non-filter ----- 2 N OD 13b, Iethat filter or non-filter? 13r. Is that regular, king-size, 100mm or the extra-long 120mm7 (59) ~ Regular ------ -__ 1 . M King-eize _-___-- . La 100am O 120mm -------- 4. .