Tobacco Documents Online

042318w 14. How many cigarettes do you smoke in an average liay? - (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) ------=_ 4 .. 40 or more (2 packs or mnre) --- CLASSIPICATION nou, juyt a:eaquescians for scatlstical.purposes only. 1+• What was cheiasa grade of school you completed? ~ (61) Some grammar school (1st-7th grades) --- "1 Cramoar school graduate (8th grade) --- 2 some highh school (9th-llGh grades) --- ~D Nigh school graduate(12th grade) ------ 4 Some college _--------- --------- -__ 5 CollegegYaduate or beyond ------------ 6 (tlAND RESPONDENT CARD 16.) ~ - . ._. 16. Againy just for c lassification purposea, whlch.letter nn-thla card includes your total family Sncome before taxes last year? (62) - A. Under $7,500 -----_--_----_-...1 B. $7,500 to S10,000 ------------- 2 . C. Over $10,000 to $15,000 -------- . D. Over $15,000 to $20,000 --------- .. . E. Over $20,000 to $25,000 --------- 5 - . F. Over$25,000 ------------- 6 ' Refused ------- --------_-_- y - (63) 1~7. (iND[CATE SEX.) Ma 1 e ---- ------------- ----- ----__-- ~ ~. Fewale --------- "-------- ----_--- 2 ATTACH QUESTIONNAIRE TO SCREENER. 80-1 1

r 642318R 10. 3 ~ 3 - (OPEN PORTFOLIO TO' TRUE- AD.) 11a. Is there anything in the TRUE ad that you particularly like? (39) . . . . (CONTINUE) - Yes _----_ 1 (SKIP TO Q.12a) -- Ho ----- ® ~11h. What is there in the TRUEadthat you particularly like? (PE088:)- - . What else? _ 40- 41- 42= 43- 44- 12 li TRUE d lik ? 45- e. e there anytbdng in the ad that you particularly is e (46) - (OONTIINB) O (SKIP 13 ) - Yea ------ -- No - ® Q. T e i2h. What is thereia the TRUE adthat you particularly dislike? (PIIOBE:) What else? 4 8- (ASK ALL:) .. Let's take a few seconds to look at theTRUE ad again.. (EXPOSE POB 5 SECONDS AND BEMOVE.) What do you think is the main idea the manufacturervanta to get across about . TRDE? (PROBE:) iihat else? _ (~oocYTi¢STP .louJ T/Jit /F1/'Ja 33-aQ

.r #42318W 4. What do youremembar about the TRUE advertisemeatT~ (PROSE:) What alae doyouo ram.mber? ~MR o F ~~vJo,c T•fiy-.rJ aM P6 17-UO -idJ 7r7 ic. r' iYi~o -r%;r ? J1 19 20 2 2 5.. Aside from wanting you tobuy them,.what was the message the manufacturer was '_ trying to get across to yqu about TRUE? (PROBE:) What else? 4 cy :R/ 7r15,2 0,0"(/6 23-q - (IF RESPONDENT SAYS "DON'T RNOW° TO Q.S, SKIP TO Q.10.) (RAND RESPONDENT CARD 6.) 6. Thinking about what you've just told me about the advertising message, what phrase on this card best describes how important this ie to you? . <29) - - Pxtnemely important ---~~ - Very important ------- '-3"- - Somewhat important -- 4 . . Somewhat unimportant ----- 3 ' Very unimportant -------- 2" ' Not at all important --- 1 7. (HAND RESPONDENT CARD 7.)Again,. thinking about the advertising meesage, which phrase on this card best describes how believable this is to you?' - (30) - Eetremely believable -----6 Very believable -------~ . Somewhat believable ----- 4 - Sonewhat unbelievable ----- 3 . Very unbelievable -- -- 2 , . Extremely unbelievable --- 1 8. (HANDRESPONDENT CARD 8.)' And, which phrase onthis card best describes how different you think this message is from other cigarette advertising? ._ . ,. (31) Extremely different ---- 6 . Very different -------- 5 Somewhat different ----~i Somewhat similar ------- 3 Very similar ---------- 2 Extremely similar --------- 1 9. (NAND RESPONDENT CARD 9.) . Based on the message, which phrase on this card best describes your interest intryingTRIIE cigarettes? (32) Extremely interested -------6 - Very ioterested --------- 5 Somewhat interested ------ 4 . Somewhat disinterested ----- 3 Very disinterested ---- 2 Extremely disinterested-© O M x tj a N m

T -4_ 642318W. 13a. Wnat one brand of cigarettes do you umokc most frequently7(DO NOT READ BRAND NAMES.) --THESTARRED BRANDSMQST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Mult~ i-F1ter" made byBeneon &Nedges?" IFCAMEL, ASK: "Is that Camel or Camel Lighte?" IF KENT, ASK: "Ia that Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Mllds, or Kool Super Lights?" IF L d. M, ASK:"Is that L d M, L& M Flavor Lights, or the longer L b MLights l00mm?" - IF'MARLBORO, ASK: "Is that Marlbornor Marlboro Lights?" IF NEWPORT, ASK: "Ie that Newport or Newport Lights?" IFOLDGOLD, ASK; "Is that Old Go1dFilter or 01d Goldlaghr IFPALL MALL, ASK; "Is that Pall Mall or Pa11Ma11 ExtraMild?^ IF PARLiA'4::PI, ASK: "Is that Parliament or Parliament Ultra Lighte7" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" --IFSALEH, Ag&: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tarayton, 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 ---------------------- I Belair-------- ---------- -__ 2 Multi-Filter By Bedson & gedges 3 Beneon d Hedges Lights ------- 4 *Benson.& Hedges (Other) - --- 5 Camel Lighte' 6 +Camel (Other) ------- --------- 7 Chesterfield ----------------- 9 Decade _--_------------- .-_ 0 . Doral --------- ----- --------- x (54) More ---__---------- -_-___ _7 Nevport Lights -- ------ 8 *Nevport (Other) - -- -- 9 Old Gold Lights --------- x *Old Gold (Other) ---------- y (55) Pall Mall Extra Mild -- *Pa11 Mall (Other) -----^------ Parliament Ultra Lighte--- *parliament tOther) Eve,----------------------- - (53) Philip Morris ----- --- Raleigh Extra Mild --- Fact -------- _---- -__--__-_ 1 *Raleigh (Other)------- Cauloisea -------------------- 2 Iceberg 100's ----------------- 3 Salem Lighte ---------_-___ Kent Goldem Lighte. ---------- 4 *Salem (Other) ---- ---------- *Kent (Other)~_-------------- - 5. Kool Super Lights ------------ 6 Saratoga ----------^----- Silva.. Thina ---_--___-__~ Kool Miids ------- --------- - 7 *ICool (Other)'~ ------- ------- - 8 Tall -___--_--_-_W-------- L & L & *L 6 MFlavor Lighte---------- 9 MLights 100mm ----------- 0 M(Other) ------------- x Tareyton Lights Tareyton Low Tar Manthol ---- *Tareyton (Other) -------- Lark ------ -__--_---------- V True _------- ------- --_-___ (54) Vanguard ----------- -____----- Long Johns ----_---------- -_ 1 Vautage --__-____---------- Lucky Strike ----------------- 2 Viceroy Extra Mild ----------- Marlboro Lights -------------- 3 *Viceroy (Other) --------------- •Marlboro (Other) ----------- --~' Max ------- -_---------------- 5 Merit ----------------------- 6 Virginia Slima ------------- -_- Wiheton Lights ---------- *4linston (Other) -------------- 6 7. 8 9A 0 x y Other (SPECIbY~): (57) 1 13b, Is that filter or non-filter? (58) 13c. Filter ----- ----- (T) Non-filter --__ 2 w ~A Is that regular, king-size, 100am or the extra-long 120mm? (59) 3D gegular ---------- 1 ~ King-size ------- 'Ul tJ 120mm ------------ 4

0 ' ,fNATIONAL CONSENSUS SURVEYS P42318W 801 Second Avenue • New York, New York 10017 13_6 NAME:'" CY W R.'C-D I\ICI~N~ IJS.7~1/fPBONEg: ~( b-2r~ -~ /~.fJ. 1. Please take a few minutes to go through the advertisemeate in this book. Please take as much time with each ad as you aare to. If you ordinarily wear reading glaeaea, you'll needthem. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Mov, I'd like to ask you a few questions about the ads in the book. What brendsor products do you remember seeing ads for in the bookY. (PROBEt) Any other brands? (DO NOT READ EITHER BRAND NAMES'OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) . Aowna itange-_---__- Dole Pineapple ---------- 1 Luke-___-___--~j `~ 'BankAmaricard/VISA -- Cwnerel Electric Washer - 2 Golden Lights-- . Bayer Aspirin------ M Hilton Hotels -------- 3 Golden (Unep.)---- . 5 Bolena Lawn Mower --- Kent Goldan--- 6 ..._Budweiaer ---------- 5 Old Spica Pocket Cologne -~ Kent Golden Lights- 77 :Canadlan Club------ 6 Polaroid Camsra------- 6 Kent Ligbta------ 8 Coca Cole ---------~jT Singer Sawing Machines -- 7 Kent. (Uasp.)---- 9 Concord Natchea---- 8 Taeter's Choice -------- 8 Lights (Unap.)---- 0 Crest toothpaaee- 9 Weight Watchers ------- -- 9 Trua.---------- x Othep (SPECIFY):y (IF NO CIGARETTEBBANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGAEETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL ® CIGARETTE BRANDS NENTIONED6 SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember uy ads for cigarettes? t15)` 1-->W(iatbrande do you remember seeing ada for? Any others? ti.~. Luk e ----- 3 Golden Lights ----- 4 Golden (Unsp.) ----- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ---- 8 ~Kent (Unep.) ----- 9 Lights (Ueap.4---- 0 True -_----------- - x Other (SPECIFY): y 10) N ------ 2------ (gKIP TO Q . o 1 (IP "ONE" OR."TWO" CIGARETTE BRANDS NENTIONED, ASK;) 3b. Do you.remember any ads for any other brands of cigarettes? 0 (16) Yea -------- 1-~-What brands were they? Any others? (16) Luke -------- 3 C ) Golden Lights --- 4 No ---------- 2 Golden (Unap.) ---- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 O Kent Lighte ------ -- g ~ (IF'TRUE MENTIONED IN Q 'OR 3b 2 3a CONTINUE ) Kent (Unap.) ----- 9 Ej , . , , . Lighte (Unap.)--__- 0 A (IF'TRUENOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 ) - Trua x_ tJ , Other (SPECIFY): y