Tobacco Documents Online

,f I . 842318W 14. How many cigarettes do ycusmoke in an average dayY(60) . 9 or less (lesathan 1~/2'pack) - - - ~ 10 to 19 (1/2 pack to 3/4 pack)--- 20to 29 (1 pack) ------------ . 30 to 39 (1-1/2 packs) --------- 4 40, or more (2 packs or more) - -- 5 CLASSIFICATIO*' Sow, j4st a iewquestions for statistical purposes only. 15. Wiwt was [heias0 grade of school you coopl'etedY • (61) Some grammar school (let-7th grades) --- Z Orammar school graduate (8th grade) --- 2 Some high school (9th-11tb grades) ----- 3 High school graduate (12th grade) ------ 4 Some college --------------- ---------- 5 College graduate or beyond ------- ----~ (lhltiD RESPONDENT CARD 16.) ~ -' ' - 16. Again, just fcr 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,Q00 to $15,000 ----- ----- 3 . D. Over $15,000 to $20,000 ------- 4 . E. . F. Over $20,000 to $25,000 -------_~. Over $25,000 ------------- Refused -------- ----- ---_---_ y 17. (1NDICATR SEx.I - (63) Hale ______________________________-- Femala ATTACH QUESTIDNNAIRE TO SCREENER. 80-1 1

'1 -3- . 6423IEW 10. (ASIC ALL: ) Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS 9lIIl' REMDVE.) What do you think ie the maiu idea the manufacturer wants to gat acroas ah0ut 8T (PROBE : ) '.What elae? D ` j ~ / /~ o 33- 0 i?iul G-Y- •7, G~:Ll c~ Cvo cc~GC~_ ~ 35 ~ 30 -1 - 3g - lla. (OPEN PORTFOLIO TO'- TRUE- AD.) _ Is there anything in the TRUE ad that you particularly like? (39) . (CONTINUE) -- Yes ------- 1 SKIP TO 12 ) -- N - ( Q. a o - ® . ilh. What is there in the TRUE ad that you particularly llke? (PROBE:)What else? . 40- 41- 42- 43- 44- 45- 12as Is there anything in the TRUE ad that youparticularly dislike? (4s)1 .. (cMP?E) - Yes - - (SKIP 20 Q.13a) - No --- 2 12h. What is there in the TRUE' ad that you particularly.dislikeP (PROBE:) What elee? , ~r- ~IUD O__if/[~ ~1~0 O~ti?LtJ 11~31 CC _ 4g-D 49 50 ] 51 O 2 W ~ N O W

.r 042318W. 4. What do you remembar about the TRUE advertisement? (PEDEE:) What alae dc you remembet4 _ . 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what was the message the manufacturer vas trying to get across toyou about TRUE? (PROBE:) What else? ' 23- 24- 25- 26- 27- 6. (IF RESPONDENT SAYS "DON'T gNOM^' TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD 6.) Thinking about what you've just told me about the advertising message, what 28 phrase on this.card best describes how important this is to you2 (29) Extaemely important ------ 6 Very important ---------- 5 Somewhat important 4 Somewhat unimportant ------ 3 Veryuaimportant -------- 2 Not at al'1 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? (3D) Extremely believable ----6 Very believable ------- 5 Somevhat believable ---- 4 Somevhatunbelievable --- 3 Very unbelievable ----- 2 . Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD BL) - - And, which phrase onthis card best describes bow different you think this message is from other cigarette advertisiug4. . (31) Extremely different ------ 6 Very different ---------- 5 Somewhat different ------ 4 Somewhat similar ------- 3 . Very similar ---------- 2 Extremely similar ------ 1 9'. (HAND RESPONDENT CARD 9.) 1 Based on the message, which phrase on thie card best deecribesyour interest in tryiagTROE cigarettes? ~ (32) Extremely interested - -6 ' Very interested'. - - - - - - - - 5 Somerhat interested -------- 4 Somewhat disintereated ---- 3 Very diaintereeted ----- 2 Extremely disinterested -- 1 M 2 W N N

. ,, NATIONALCOWSENSUS SURVEYS ,J1 $01 Second Avenue gew.York, New York 10017 Y42318W 13- 4 NAME: PHONE #: Vy 3- 3I Og- . 1. Pleaae ake a few minutes to go through the advertisements in this book. Pleaea take aa much time with each ad as you aare_to..If you ordinarily wear reading glaaaea, you'll need them. . (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUINC.) 2. Now, I'd like to ask you a few questions about the ads in the book. What brands or products do you ramember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHEK BRAND NANES OR PRODUCT CATEGORIES.) GENERAL ADS gaukAmericerd/VI~SA -- Bayer Aspi~rin------ - Bolana Lawn Mower -- 4 Budweiser Canadian Club---- Coca Cola ------- -- © r= Concord Watches----- 8 Creat toothPaete----9 DolePineapPle --__-_- I General Electric Washer - 2 Hilton Hotels --- Kawasaki --------- Old Spice Pocket Cologns - 5 Polaroid Camara------ Singer Sewing Machinee -- Taster's Choice ------- B Weight Watchers -------- 9 CIGARETTE ADS Luke-_--_- Golden Lighta----- Golden (Unep.)-, -' - 5 Kent Golden----- 6_ . Kent Golden Lights- 7`-- Kent Lights---- 8 Kent (Unap.)---- 9 - LSAhte NneP•)~-- 0 . - Other (SPECIFY):y (IF NO CIGARETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) - (IF ALti TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3e. (Iy NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (13)' Y.4 ------'""-I -1R'WEui6 brands do you remember seeing ada for? Auy others? - ... .... . .. . R:b~!~•' . 3uka -----_-'-_- 3 Golden Lighta --- 4 Golden (Unap.) ---- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights - 8 Kent (Unep.) ---- 9 ~_ Lighte(Usep )----- 0 / True --------------- z Other (SPECIFY): - y No -----+ 2-~j (SKIPT0Q. 10) (IF "ONE" OR °TWO" CIGABETTE. BRANDS !ffiNTIONED. ASKp ) 3b. Do you remember aay ada for any other brands of cigerettee4 (16) Yea.------- 1->•Whatt brands were they? Any others? (16) 3 No 0 Golden Lights ----- 4 Goldan (Unap ) 5 . Kent Golden _-_--_ 6 Kent Golden Lights -- 70 Kent Lights 8~ (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unsp.) - 9~ Lights (Unep.)----- A - (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ' ' A TO Q 10 ) 1 rue ~ e . ~ Other (SPECIFY): r y

` _6- a4231aW- 13a. What one.brand of cigarettes do you smokee most frequently? (DO NOT READ'BRAND NAMES.) THE'STARREDBRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Isthat. Benson & Hedges, Benson & Hedges Lights, or "Multi-Filter" made by Benson &Hedges?" , IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF'KENT, ASK: "Ia ttlat Kent or Kant Golden Lights?" IF KoOL, ASK: "Is that gool, Kool Milds, or Kool Super Lights?" IF L & M', ASK: "Is that L 6 H, L 6 MFlavor Lights, or the longer L& M LSgts100mm7^ IF MARLBORO, ASK: "Is that Marlboro or Marlboro Llghta7" - IF NNWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Gold Ligh-t~s1'~ IFFALL MALL, ASK: "Is that Pall Mall or Pall Hall Extra Hi1d7" IR PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lighta7" IFRALBIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, AgK:' "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Lor Tar Ment~ 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 Carlton --------------- -_____ 8 Chesterfield ----------------9 Decade ---------------------- 0 Doral --__x gve ------- ---------------- -(SY) Fact -------- ----- -------- -_ 31 Gauioisee --------- -_-------- 2 Iceberg 100's ----------------- 3 Kent Golden Lights --------- 4 *Kent (Other) -------- -___-- 5 Koal Super Lights ---------- 6 Kool Miids --------------- 7 *Kool (Other) ------- ----- -- 8 L 6 M Flavor Lights -------- 9 L & M Lights 100mm -- -- - ----- 0 kL.& M (Other) ------------- x Lark _-_-______------------- v (54) Long Johns ------------ 1 Lucky Strike ------ __----- -_ 2 Marlboro Lights ------------ 3 aMerlboro (Other) ----------- 4 M - ___________________-___- 5 Merit ----------------------- 6 (54) Newport Lights ------------- 8 •Newport (Other) ---- -- 9 Old Gnid Lights ---------- x +01d Gold (Other) ----- y (55) Pa11 Mall~ Extra Mild - --- 1 •Pa11 Mall (Other) - ---Q Parliement Ultra Lights ---- 3 +Parliament YOther) ------- 4 Philip Morris --- --- 5 Raleigh Extra Mild ---- 6 +Raleigh (Other) ------- 7 Real g Salem Light4 ------ --- 9 •Salem (Other) ------ 0 Saratoga ----------^--_-- x Silva Thins -------------- 7 (56) Tareyton Lights ---------- 2 Tareyton~Low Tar Menthol ----- 3 "Tareyton~(Other) ---------- 4 True -__--___ 5 Vanguard -------- -_---__---- 6 Vantage -_--__-Y,---------- 7 Viceroy Extra Mild ------------- 8' *Viceroy (Other) - - - - - - - - - 9. Virginia Slime -__--_-_-- 0 Winston Lights -------------- a *Idinaton (Other) ------------ y Other (SPECIFY): (57) 13b. Is that filter or non-filter7 (58) . Filter --------- --1 13n. 120® --------- 4 100mn King-size ----- Regular --------` Non-filter -^ , Ss that regular, king-size, 100am or the extra-long 120mm?