Tobacco Documents Online

#42318W 10. (ASK ALL:) Let's take afev seconds to look at the TRUE ad again. (SXPOSE F085 SECONDS AND EEYDVE.) lihat do you think is the meiaidea the manufacturer vaata to get across about 'TEUE? (PROBE:) What else? .fi ,P', Xf t1x , 4l Hc/ ~ a 3- 3g- (OPEN PORTFOLIO TO- TRUE AD.)llas Is there anything in the TEOE ad that you particularly like4 ilb. What is there in the TRUE What elee? (39) (CONTINUE) -- Yea - - 1 (SKIP TO Q.12a) -- No ------ ~ ad that you particularly like? (PgOEE:) 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly diellke'f(46) (ODETINUE)- Yea ---- 1 (SKIP TO Q.13a) - No -----~ 12b. What is there iu the TEOEad that you particularly dislike? (PROBE:) . What else?

#42318W 14. Now many cigarettes do you smoke in an average dayY 9 or less (Qess than 1/2 pack) ---- 10 to 19 (1/2 pack to 3/4 pack) ----- • 20 to 29 (1 pack) ---------- k -- . 30 to 39 s) (1-1/2 pac (60) 1 2 3 (a>, 40 or more (2 packs or more) - 5 CLASSIFICATION hnwy jaat aiev queacions for atatistical purposes only. 15. WhaT waa'che last grade of school you completedT.. (61) Some grammar school (lat-7th gradea) --- -1 Crammac school graduate (8th grade) ---- 2 Some high school(9th-llhh gradea) ----- 3 High school graduate (12th grade) ------ 4'. , Some college -------- ------- ----- ~~- College graduate or beyond ----------- 6 (62) A. Under $7,500 -- --------------= - 1 B. $7,500 to S10,0 00------------ 2 C. Over $10,400 to $13,000 ----- ---- 3 D. Over $15,000 to $20,000 E. Over $20,000 to $25,000 -----= 5 F. Over $25,080 -- ---------------- 6 Refused ------- ------- --- --_-_- y (tb1ND RESPONDBNT'CARO 16.) 16. Again, just fot classification purposes, which letter on this card includes your total familylncome before taxes last year? 17. (iNDiCATE'SEX.) (63) Mele ---------- -------- _______------ -_ 1 Female --------- -__-------- - ATTACH 4UESTLDNNAIRE TOSCREENEE. 80-1 1

042318W 4. What do you remember about the TR11Eadvertiaement? (PROBE:) What elae da you remember? . - 17- 18- 19- 20- 21- 22- 5. Aside from wanting you to buy them, what wae the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23- 24-_ 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOW' TO Q..5, SKIP TO Q.10.) 28 6. (NAND RESPONDENT CARD 6.) Thinking about what you've just told me about the advertising message, what . phrase on this card best describes how important this is to you? .(29) Ectmemely important ------ 6 Very lmportant -------- --- 5 Somewhat important ----- 4 Somewhat unimportant ----- 3 Vary 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 ieto you? (30) Extremely believable -----6Very believable ---^-- 5 . Somewhat believable -----4 Somewhat unbelievable ----- 3 Very unbelievable ------ 2 Extremely unbelievable -- 1 8. (NAND'RESPONDENT CARD 8.)Andy which phrase onmtqis card best describes how different you think this message is from other cigaretteadvertisingP (31) Extremely different ---- 6 Very different --------- 5 Somewhat different ------ 4 Somewhat similar ------- 3 Very similar ---------- 2 Extremely similar ----- 1 9. (NAND'RESPONDENTCARD 9.) ' Based on the message, which phrase on this card beat describes your interest in~ . trying TRUE cigarettes? . (32) Extremely interested -------6 ' Very interested ------ S . Somewhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------- 2 Extremely disinterested -- b M QD tj N df

,1 7r NATIONAL CONSENSUS SURVEYS 942318W. C 801 Second Avenue Rew York. New York 10017 NAlS• `?E J,([n"U. /W~jA..Gd 4R~ V 13- 4 .~ PHONE l, Please take a few uSnutea to go through the advertisementa in this book. Plaua take as much time with each ad as you aare_to. If you ordinarily wear reading glasaas, you'll aeed 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 brands? (DO NOT READ EITHER.BRAND NAHRS OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14 Am.na gange-___---_- 1 Dole Pineappl.e. ----- 1 Luke-_-_-____- BaakAar'ricard/VISA --- 2 General Electric Wash.r- 2 Golden Llghts--- Bayer Aeplrln------- 3 Hilton Hotels -------- 3 Golden (Unap.)--- 5 Bolens Lawn Mower ---- 4 Kawasaki ------------~'j Kent Goldan------ 6 Budweiser ---------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- _ 7.- -- Canadian Club------- 6 Polaroid Camere------- "gant Lighte------ 8 Coca Cola -------- j Singer Sewing Machines ~ Kent (Unsp.)----- 9 Concord Watches---- g. Teeter'e Choice ----- 8 LSghta (Unep.)-- 0 Crest toothpaste -- 9 Weight Watchers ----- 9 Trua---- - - z other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS NENTIONED, SKIP TO Q.7ti.)(IFALL THREECIGARETTE BRANDS MENTIONED, SKIP To Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:)• -Do you remember any ede for cSgerettee4 (15)" Yau ------~I ~^-)Y)hat brands do you remember eeeing ads for? .- Iay others? . . .._ .. ... ~h~".. 3 Colden Lighta --- 4 Golden (Unsp. ) ---- 5 Kant Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ----- 8 Kent (Unsp.) ---- 9 Lights (Unep.2----- 0 z Other (SPECIFY): Wo ----- 2-i (SKIP TO Q.10) 3b.. (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED~ ASK:) Do you remember any ads for any other brands of cigarettes? (16) Yee -------- 1-i~What brands were they? Any othersl (16) Luke 3 No _____--- /§ / Golden Lights --- 4 Golden (Unap.) ----- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ------ O 8 M (IF TRUE MENTIONED IN Q.j, 3e, OR 3b, CONTINUE.) Kent (Unep.) ----- 9 QD L1 ta (Unsp.)--- 0 ~ (IF TRUE NOT MENTIONED IN.Q.2, 3a, OR 3b, SKIP TO Q.10',) . ' j-4, Other (SPECIFY): N y

-4- f42318A' 13a. What one brand of cigarettes do you emoke most frequently7 (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Isthat Benson & Hedges, Benson & Hedges Lights, or 1~~~ tt4r i-Filcex" made by Benson & Hedges?" IF'CAMEL, ASK: "Ie that Camel or Camel Lights?" IF'KENT, ASK: "Ia t)µt Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IFL d My ASK: "Is that L & M, L b M Flavor Lighta, or the longer L 6 H Lights100mmZ" IFMARLBORO, ASKi "Is that Marlboro or Marlboro Lights?^ IF NEWPORT, ASK: "IS that Newport or Newport Lights?" IB OLD COLD, ASK; "Is that Old Gold Filter or 01d Go1d - Ligh ta r IF PALLMALL, ASK: "Is that Pall Mall or Pall Ma1L Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ie that Raleigh or Raleigh.Extra Mild?" IF SALEM, AB%: "Is that Salem or Salem Lights?" .. IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or.Tareytom lov.Tar Mentho~t IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" ' _ IFWINSTON., ASK: "Is that Winston or WinstonLighte4" . (52) (54) Alpine ----------- -_-_______ 1 More --~-~_---_-_- 7 Belair ---- _____ 2 Newport Lights 8 MuL'ti-Filter By Benson & Hedges 3 *Newpozt (Othar) ----------- 9 Benson & Hedges Lights ------- 4 *Beneon & Hedges (Ocher) ------ Old Gold Lights -- --- -~- * x Camel Lights 6 *Camel (Other) ------------- 7 Old Gold (Other) - y (55) Carlton~------ -__----_ 8 Pall Mall Extra Mild ---- 1 Chesterfield ------- ----- - 9 *Pa11 Mall (Other) ^---^--'~-^ 2 Decade ---------------------- 0 Parliauent Ultra Lights ------ 3 Doral ----- ----------------- _ x *Psrliement tOther) 4 Eve _____ y Philip Morris ----- -- 5 (53) Raleigh Extra Mild-- 6 Fact ----- -_------ ------ - 1 *Raleigh (Other) -------°- 7 Cauloieee -------------^- 2 ~ Real 8 Iceberg 100's -------------- 3 Salem Light4 ------- 9 Kent Golden Lights ------- 4 *Salem(Other)_----_-_--__ 0 *Kenc (Other) ----------- Koo1 Super Lights ---------- 5 6 Saratoga Silva Thins z y Kool Milda ---- ----------- 7 (56) *Kool (Other) ------- ------- L B M Flavor Lights ----------- L 6. M Lights~ 100= ---------- 8 9 0 Tall ___------- --__ Tareyton Lights Tareyton Lor Tar Menthol ------ I 2 3 *L gM(Other) ------------ x *Tareyton (other) ------------ 4 Lark _--_-_------------- v True ___-__-__-___----- 5 (54) Vanguard -____---------------- 6. Long .TOhns -------- -__------ 1 Vantage -- --_--_-_-__ 7 Lucky Strike -------- __-___-_ Marlboro Lights ------------- 2 3 Viceroy Extra Mild ------- *Viceroy (Other) --------- 8 9. *Marlboro (Other) --__-_-_- 4 Virginia Slims ------ ------ - 0 K - ------------ __-__------- 5 Winston Lights ----- -- x Merit ------------------------ 6 *Winston (Other) --------- _-___ y Other (SPECIFY): (57) 4 1 13b• Is that filter or non-filter7 (58 13c. Filter ---------- Non-filter ----- 2 O Ia that regular, king-size, 10omm or the extra-long 120mm? (59 1.4 uler __________ Be g King-eise ------- 2 ~ N 100mm 3 ,j 120mm ----- --_ 4 OS