Tobacco Documents Online

-5 - - - i42318ii 14. How many cigarettes do you smoke in an average dayT(60) 9 or less (less than 1/2 pack) ----- 1 10 to 19 (1/2 pack to 394 pack) --- (T. 20 to 29 (1 pack) -----_---- T!- .. . 30 to 39 (1-1/2 packs) ------- 4' 40 or more (2 packs or more) -------- 5 CLASSIFICATIOa Raa, juat a iev quescions for statistlcal purposes only. - 15, What waa the iast grade of school you completeq7 - (61) Somegrammar school (1st-7th grades) --- -1 Grammar school grad uate (8th grade) --- 2 _ 5ome high school (9 th-llth gredea) ---- 3 ' . High school graduat e (12th.grade) ----- 4 Some college ---_- --------- -_------ 5 College graduete or beyond'-------------- 67 (HAND RESPONDENT CARD 16.) 16. Again, just for c lassif ication purposes, which letter on this card include s your total family incom e before taxes last year? (62) A. Under $7,500 ----------------- _'~) B. $7,500 to S10,000 C. Over $10,000 to $15,000 --------- 3 • 0. Over $15,000 to $20,000 --------- 4 E. Over $20,000 to $25,000 ---------- 5 . . F. Over $25,000 ---------------- 6 Refused ------------ --"-_--"-- y 17. (iNDICATE'SEA.) . (63)` Male -------------------------_________~ Female ------------- -------- ---_____ ATTACN QUESTIONNAIRE TO'SCREENER. ! 60-1 I ~

$423 L8V 10.. (ASK ALL:) Let's take a few seconds to look at the SECONDS AlID. EEMOVE.) TRUE ad again. (EYPO5g FOH'5 Nhat do you thiak is the main idea theaumufacturer wante to get across about TRUE? (PROBE:) What else? IVJ/ Ali 33- _s::~ w7 ~l 4„- . !~- n -(Yl.Lif? A 37- 38- (OPEN POBTFOLIO TO TRUE AD.) L1a. Is there anything in the TRUE ad that y _ ou particularly like? - _ (79) (CONTINUE) - Tee _-_-- , 1 ) _- N SBIP TO 12 ( Q. a o ilb. What ie there in the TRUEadthat you particularly like? (PBOBE:) What else? . . 40- 41- 42- 43- 44- 45- 12u. Is there anything in the TRUEad that you particularly dialike7 (46) (CAZTfZNOE) _- yes ---- (SKIP TO Q.13a) - No ------<2~)) :2b, What is there in the TRUE ad that you particularly dislike? (PgOBEr) What else?.

A42318W 4. What do you remembsr about the TRUE advartis.meatt (PROBE:) What elae . . .. .. do you remember? 17- is- 19- 20- 21- 22- 5. Aside from wantiingyou 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- (DF RESPONDBNT SAYS "DON'T I(NOW"`TO Q.5, SKIP TO Q'.10:) (HAND.RESPONDENT CAE1) 6.) 28- 6. Thinking about what you've just told me about the advertising message, what phrase on this card beat describes how important thieie toyuu? _(29) - Extaamely important ------ 6 . Very important --------- 5 Somewhat important ----- 4 6omewhat unimportant --- 3 Very unimportant ------- 2 Not 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 is to you? ' (30) . - Extremely believable ---- 6 Very believable----- 5 Somewhat believable ---- 4 Somewhat 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 similar ------ 3 Very similar -------- 2 Extremely similar ---- 1 9. (HAND RESPONDENT CARD 9.) r Based on the message, which phrase onthia card beat describes your interest in trying 1'RUEE cigarettesY (32) Extremely interested ----6 ' Very interested ------ 5 Somewhat interested ----- 4 Somevhat disinterested -- 3 Very disinterested ----- 2 Extremely disinterested -- 1 Q F+ '.y ~ N O ~

-4- _ a4231BW (( 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT EEADBRAND NAHES.) THE STARRED BRANOS MUST BE PROBED: IF BENSON 6 HEDGES, ASK: "Isthat Benson & Hedges, Benson & Hedgee. Lights, or "Multi-Filter" made by Beneon 8 Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is tbat Yent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" _ IF L & M, ASK: "Icthat L 6 H, L& MFlavor Lights, or the longer L 6 M Lighte 100mm?" 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 OldGO1d Ligh-ts ~ IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild7e IFPAHLIA[MENT, ASK: "Iethat Parliament or Parliament Ultra Lights?" - IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - IFSALEM, AIIK:"Is that Salem or Sa1em Lights?" IF TARETTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareytoa lov Tar Mental7R IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mi1dY" IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) Alpine -------- ------ -------- 1 Belair ----------- -_----- -__ 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lighte ------ 4 *Benson & Hedges (Other) ------ 5 Camel Lights --------------- 6, *Camel (Other) _-_____________ ~_ Carlton ------------------- C h e s t e r f i e 1 d ' ~ - - - - - - - - - - - - - - 9 Decade _-___0 Doral -_-------------- -__-_ x Eve ----- ---- ----- y (53) Fact _______---------------- 1 Gauloises -------------^- 2 Tceberg I00`e --------------- 3 Kent Golden Lights -------- 4 *Kent (Other) _____-5 Kool Super Lights --------- 6 Kool Milds ---- ------------ 7 *Koo1 (Other) ------------ g L& M Flavor Lighta --------- 9 L 6 H Lights 100mm --------- 0 *L & M (Other) ------------ x Lark ---__y (54) Long Johns ------ --------- -- 1 Lucky Strike ------- --------- 2 Marlboro Lights ------------- 3 *Marlboro (Other) ---------- 4 max -------------- -__------- 5 Merit ------------------------ 6 13b. Is that :ilter or non-filter7 (54) More ] Newport Lights - ----- 8 •Nemport ((lther) ----_-_ 9 Nou ______0 01d Cold Lights -------^ x *01d Gold (Other) -------- Y (55) Pail Mall Extra Mild -- 1 *Pall Mall (Other) ---------- 2 Parliament Ultra Lights --^ 3 *Parliament tOther) --------- 4 Philip Morris -------- 5 Raleigh Extra Mild --- 6 *Raleigh (Other)-- --- 7 Real 8 Salem Light4 -------------- 9 *Salem (Other). ------- 0 Saratoga --- --^-- x Silva Thins ---------^ y (56) Tall 1 Tareyton Lights ------ 2 Tareyton Low Tar Menthol --- 3 *Tareytoa (Other) ---------- 4 True 5 Vanguard 6 Ventage 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) --------- ---- 9 Virginia Slime ---- ----- ------ 0~ Wineton Lights -------- x *Winston (Other) ------------- y Other (SPECIFY): (57) ^ (58) Non-filter --- Filter -------- 13c. Is that regular, king-e1ze, 100mm or the extra-long 120mm7. . Regulsr ---- King-size 2 100m ----- 3 120= 4

g~ ,,f NA2IONBL CONSENSUS SURVEYS #42318W £Y 801 Second Avenue . New York, New York 10017 f}3~;u 13-4 NANB: 4:P PHONE N: 41 i,. 1, Please take a few minu e to go through the advertisements in this book. Piwe take as much time with each ad as you aere_to. If you ordinarily wear reading glaeses, 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 ads in the book. What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brandeY (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Dole Pineapple------ 1 Luke-_-------- 3 BankAmmricard/VISA --- 2 General Electric Washer - 2 Golden Lighta--- . Bayer Asplrin------- 3 Hilton Hotels ------ 3 Golden (Unap.)-- 5 Bolena Lawn Mower ---- 4 Kent Golden------ 6 Budweiser --------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7._ --= Ganadian Club------- 6 , PolaroldGao~ara--------- 6 Kent Lights----- 8 Coca Cola Singer Sewing Machines --- 7 Kent (Unsp.)_-__- 9 . Concord Watches----- 8 Taster's Choica ------- 8 Lights (Ueep.)--- 0 - Crest toothpaste -- 9 Weight Watchers ---------- 9 True--_--------- : Other (SPECIFY): 9 (IF NO CIGARETTEBRANDS NENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE ORTWO CIGARETTE BRANDS NENTIONED, SKIP TO Q.3b.)- (LFALL TEREE CIGARETTE BRANDS NBNTIONED, SKIP TO Q.4.) 30. (Ip NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:)-Do you remember any ads for cigarettes? .. (15): Yee ---=--1 -'11,iat brands do you remember seeing ads for? Any others? .- 3ei~ 3 Golde¢ Lighf.------ 4 Golden (Unsp.) ---- 5 Kent GoIden ------ 6 Kent Golden Lights -- 7 Kent Lights ---- 8 Kent (Unsp.) 9 Lights tUe9n.)---- 0 z Other (SPECIFY); y No----- (SKIP TOQ.1D) (Ip "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b.Doyou remember anyy ads for any other brands of cigarettes? (16) Yea -------- 1-iWhat brands were they? Any others? (16) Luke ------ ----_-- 3 Golden Lights ------ 4 Golden (Unap.) 5 Kent Goldem ------- 6 Kent Golden Lights -- 7 Kent Lights -------- CONTINUE.) Kent (Unap.) __ --- (IF TRUE'PENTIONED IN Q.2 3a OR 3b 8 9 O F+ 2 ., , , Lighta (Unep.)----- 0 :J (IF TRUE NOT MENTIONED IN Q.2 OR 3b SKIP - 3a 19i , . , , TOQ.10,) . ' True -------------- . N Other (SPECIFY): m - y