Tobacco Documents Online

i } (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. SECANDS A6ID~ EElL1VE.) What do you think is the main idea the meoufecturer wants 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dialike7 :2b. What ia there in the What else? TRUE? (PROBE:) What else? ~~ . ~M1JLC) 9~l st.n- . ~ Jl/J L1 ~l ~ ..QatiJ_ n.~,~-?R~) 3g- (OPENPORTFOLIO T0TRIIE dD.)lla. Is there anything in the T&IIE ad', that you particularly like? (39) (CONTINUE) - Yea ---- 1 (SKIP TO,Q.12a) -- 90 ------ © - ilb. What is there in the TRUE. ad, that you particularly like? (PROeE:) - What elae? (46) (co4'TZN[IE) - Yee ----- - ,(SKIP TO Q.13a) - No ----~ T6AEad that you particularly dislike? (PgOgE;) 51l-

S , -2- . iP42318W 4:.. What do you remember about tbe TRUE advertisement? (PROBE:) What elsa do you remember? , . .. 17- lg- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yquabout TROE7 (PROBE:), What else? 23- 24- -_ 25- 26- 27- (IF'RESPDNDENT SAYS "DON'T gNOW" TO Q.5, SKIP TO Q.10.) 2B (HAND RESPONDENT CARD 6.) 6. Thinking about whac you've Just told',me about the advertising message, what phrase on this card best describes how important this is to you7 (29) - Brtuemely important ------ 6 - Very important - - - - - - 5 Somewhat important ----- 4 Somewhat unimportant -- - 3 Very unimportant ----- 2 Hot 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 isto you? (30) ' Extremely believable ------6 Very believable ----- 5 Somewhat believable ----- 4 Somewhat unbelievable ---3 . Very unbelievable ----- 2 . Extremely unbelievable ---- 1 8. (RANDRESPONDENTCARD 8.) - And, which phrase on this card best describes how.different you think this message is from other cigarette advertising7. (31) Extremely different ----- 6 Verydifferent ---------- 5 Somewhat different ------- 4 Somewhat similar ----- 3 . Very similar -------- 2 Extremely similar ------ 1 9. (HAND RESPONDENT CARD 9.) + Based on the message, which phrase on thie card best describes your interest in tryingTRUE cigarettes? (32) Extremely interested ----6 Very interested'------- 5 Somewhat interested -------- 4 Somewhat disinterested ---- 3 Very disinterested ----- 2 extremely disinterested --- 1M ~ M i!i

#42318W 14. How many cigarettes do you smoke in au average day? (60) 9 or less (lees than 1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) ----- ~ 20 to 29 (1 pack) --------- __ . 30 to 39 (1-1/2packe). --- ---- 4 40 or more (2 packs or more) --------- 5 - CLASSIFICATQON 1ow, j~at a few questions for utatistical purposes only. u. (lWND RESPONDENT CARD 16.) (61) Some grammar school (1at-7th grades) --- Z Crammar school graduate (8th grade) -- 2 Some high school (9th-llth grades) ----- 3 High school graduate (12th grade) ----__!47 Some college ------ --------- ------- - College graduate or beyond ------- ------ 6 16. Aga16, just for classification purposes, which letter on tbia card includes your total family income before taxeslast year? - - (62) - A. Under $7, 500' ----------------=' 1 $7,500 to 510,000 ------------- 2 c~. Over $10,000 to $15,000 --------- Q . D. over $15,000~toS20,000 . . E. Over $20,000to $25,000 ---------- . . F. Over $25,000---------^---- 6 .. Refused -------------- -------- y 17. (1NOfCATE SEX.) Female ----------_----_-------~ Male -------------------------------- - 1 ATTACH QUEST[ONNALRE TO SCREENER. , What was the iaso grade of school you coupl'eted7 . (63)

S , NATIONAL CONSENSUS SURVEYS J '~801 Second Avenue New York, New York 10017 a423I8W 13- 4 qa-7-1 aSr 1, Pleaaa take a few minutes to go through the advertisenents in this book. Please take as much time with each ad as you aare_to. If you ordinarily wear reading glasses, you'll need them. (EAND RESPONDENT PORTFOLIO AND 'DAKE IT BACK BEFORE CONTINUING.) NAME: ._A~/1 1~=4 Cl l PBONE #: 2. Nov. I'd like 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 EITNER.BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Amena Bsnge__-~__~_ 1, BankAmeticard/VLSA --- 2 Bayer Aapi~rin------ -- r3~ Bolens Lewn Nower Budweisar ----- ---- 5 CanadlanClub---- -~ Coca Cola --- J ----- Concord Watohee----- 8 . Crest toothyaate---- 9 Dole Pineapple General Electric Washer ------ Hilton Hotels Kawasaki Old Spica Pocket Cologne - 5 Polaroid Camara------- 6 Singer Sawing Machines --- 7 Taster's Choice -------- 8 Weight Watchers ----___ 9 CIGARETTE ADS ( 4- Golden Lights---- Golden (Unap.)--- 5 Kant Goldan----- 6 Kent Golden Lights- 7_Kant Lights----- 8 Kent (Unap.)--- 9 Lights (Unep.)_-_- 0 True----------- x Other (SPECIFY): (IP NO CIGARETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q,3b.) (IF ALL TRREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you recember eny ads forcigarettesi (13)' Ye. brands do you reoa:mber seeing ads forR. . Any others? tiuke -_-'- 3 Coldew.Lights ------ 4 Golden(Unap.) ---- 5 Kant Golden _-- __-_ 6 Kent Goldaa Lights -- 7 Kent Lights ---- 8 Kent (Unep.) -------- 9 Lights (Ueep.)--- 0_ Other (SPECIFY): - y 3b.. No -----+ 2- 1(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED~ ASK;) Do you remamber eny ads for anyother brands of cigarettes7 (16) Yea -------- 1-iWhat biands were they7 Any others? (16) Luke -- 3 No _-___---- 0 Golden Lights ----- - 4 Golden.(Unap.) ---- 5 (IF TRUE NBNTIUNED,IN Q.$ 3a, OR 3b, CONTINUE.) Kent Golden ------- Kent Golden Lights -- Kent Lights ----- Kent (Unsp.) 6 7 g p b-A W Llghts (Unep.)---- 0 ,p (IF TRUE NOT MENTIONED IN Q..2, 3a, OR 3b, SKIP YA TO Q 10 Ttua ~tD . .) Other (SPECIFY): y

-4- 642318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS.MUST BE PROBED: IF BENSON & HEDCES, ASK: "Is that Benson 6 Hedges, Benson & Hedges Lights, or Mul~ti'-Fi~lter"made by Benson & Hedges?" IF'CAMEL, ASK:"Ie that Camel or Camel Lights?" IF KENT, ASK: "Is tlµt geat or Kent Golden Lights?" IF KOOL, ASK: "Is that gool, Kool Milds, or Kool Super Lights?" IFI S. M, ASK: hta 100mm7 Li "Is that L S M, L & N Flavor Lights, or the longer L 6 M " - g IF MARLBORO, AS K: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK : "Is that Newport or Newport Lighta?° IF 0':.DGOLD, AS K; "Is that Old Gold Filter or Old Go1d Iiigh-t~ IF PALL MALL, A SK: "Is that Pall Hall 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?^ IFSALEM, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is that Tareyton, Tareytom Lights, or Tareyton Low Tar Menthol?'r IF'VICEROY, ASK:"Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) (54) Alpina _____-______-__------ Belair Multi-Filter By Benson & Hedges Benson & Hedges Lights ------- I 2 3 4 Newport Lights ------- 8 *Newport (Other)~ 9 Nov -----_-_-_~_~-_- 0 *Benson Camel •Camel & Hedges (Other) ----- Lights -------------- (Other) ---------------- 5 6 7 Old Gold Lights ---------- x *Old Gold (Other) -------- Y (55) Carlton -------------- --- Chesterfield -------------- Decade _-_____ 8 9 0 Pall Mall' Exora Mild -- 1 *Pall Mall (Other) ------^--- 2 Parliament Ultra Lights --- 3 *Parliament tOther) 4 Eve ------- -_------------- - (53) . Philip Morrie ------ --- 5 Raleigh Extra Mild ---- 6 Fact -------- -__-_1 *Raleigh (Other) ------ 7 Gauloises __-_-____-_------ 2 8 Iceberg 100's --------------- 3 Salem Ligbts 9 4 Kent Golden Lights ---------- *Salem (Other) 0 - /5_ *Kent (Other) -_- Saratoga --- -- `~~ Knol Super Lights -------- Silva Thins --------°--- Kool Milds -------------- 7 (6) *gool (Other) -------------- 8 L & M Flavor Lights ----------- 9 L & M Lights 100mm ------ --- 0 *L 3 M (Other) -------------- x Tall ___..__-__-------------- 1 Tareyton Lights ------------- 2 Tareyton Low Tar Menthol ------ 3" *Tareyton (Other) 4 Lark ___--_______________~_ v (54) True ----------------- 5 uard ---------------- 6 Van Long Sohne ------------------- 1 Lucky. Strike ----------------- 2 Marlboro Lighte --------------- 3 *Marlboro (Other) ------------- 4 g Vantage ____----------- 7 Viceroy Extra Mild ----~-- 8 *Viceroy (Other) --------- 9• Virginia Slime-----^----- 0~ Ma'x _______________5 Winston Lights ------------ x Merit ------------------------ 6 *Winston (Other) ------------- y Other (SPECIFY): (57) t 1 13b. Is that :ilter or non-filter? ( Filter ---------- Non-filter ---- 2 7D 13c. 100rtm or the extra-long 120®7. (59) Is that regular, king-eize, (J ;b . Regular-------- 1 King-size --------~ ~ ~ 100mm ----^--- 3 120em ---------- 4.