Tobacco Documents Online

J #42318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EYPOSEFOR 5 SECONDS AND RENOVE.) Hhat do you think is the main idea the aaautacFurer wants to get across about TRUE? (PROBE:) What else? 33- / (OPEN PORTFOLIO TO' TRUE AD.) 11a. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) - Yes --- (SKIP TO Qs12a) -- No ------- I © 11h. What is there in the TRUE ad that you particularly like? (PROBE:) - What els¢? _ 40- 41- 42- 43- 44- 12 d l 45- a. ika? Is there anything in the TRUE ad that you particularly ie (46) (CONTINUE) - Yee ----- 1 - . (SKIP TO Q.13a) -- No ------/~, :2h. Vhat is there in the TRUE: ad that you particularly dislike? (PROBE:) What else? . t 0- 1-

i42318W 14. Now many c.garettes do you smoke in an average day4' (60) . 9 or less (less than 1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) © 20 to 29 (1 pack) ---- 3 . 30 to 39 (1-1/2 packs) --------4 40 or more (2 packs or more) --- 5 CLASSIFLCATIOW ' nov, j,st a zeu questlons Eor statistlcal; purposes only. 15• What ~as theluut grade uF school youcoapleted4 • ' (61) . Some grammar school (lst-7th gradCe) --- 7 Crammar school graduate (8th grade) --- 2 . Some high school (9th-11th grades). --- 3 '. High school graduate (12th grade) ----- 4 Some college College graduate or beyond (1L1NDRESPONDENT CARD 16.) . 16, Again, just for classification purposes, which letter ou this card includes your total family income before taxeslast year? ( 62) - A. Under $7,500 1. e. $7,500 to 510,0 00 ------------ 2 C. Over $10.000 to $15,000 --------- 3 . D. Over $15,000 to $20,000 4 - E. Over $20,000 to , . F. over $25,000 _ $25,000 ---- ~_ --~--__--r ~, . ' Refus¢d _----- - -_-_-__-_---__ y 17. (iNDICATE SEB:.) (63) ' Male -------- -- ------ ----------- -_ 1 ATTACN QUESTIONNAIRE TOSCREENRR'. I

NATIONAL CONSENSUS SU%VEYC ~ #42318W .j 601 Second Avenue. . New Yotk, NewYork 10017 13- 6 ' NANE: ]7'///,J / i {1'-/ r f7-/ ES PHONE #: p(/6 --,~S-7 -c{ 1 Z 1. Please take a fewminutee to go through the advertisements in this book. Please take as much time vith each ad as you sare to. If you ordinarily wear reading glasses, you'll need them. (HAND RESPONDENT'PORTFOLIOAND 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 book7(PROBE:) Any other brands? (DO NOT'READ EITHER BRAND NANES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTEADS' (14) Amana Range-----_---- 1 Dole Pineapple 1 Luke----_---- 3 BenkAmericard/VISA --- 2 General Electric Washer - 2 Golden Lights---- Bayer Aspirin------ 3 Hilton Hotels------- -- 3 Golden GUnep.)---- 5 Bolena Lawn Mower --- 4 Kawasaki ------------ -~ Kent Golden--- G_ Budeeiser ----- -- --- C ~ Old Spice Pocket Cologne Kent Golden Lights- 7-_-- _ Canadian Club------W Polaroid Canera-------0 Kent Lights------ -8- . Coca Cola -------- 7 Singer Sewing Machines --- 7 Kent (llnsp.)----` 9 Concord Watchea---- 8 Tester's Choice ------- g L1 hte (Una .)---- 01 Crest toothpaste -- 9 Weight Watchers -------y® True----------- : Othec (SPECIFY): y (IF NO CIGABETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO.CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TFUlEB CIGARETTE BRANDS l16NNTIONED6 SKIP TO Q.4..) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) - Do you remember anyads for cigarettes? (15)'- Ye. =----~ 1=~WLiat brands do you remember seeing ads forY _ Any others? No -------- 2- /(SKIP TO Q.10) (151 Luke ------ ----_- 3 Golden Lights ----- 4 Golden (Unap.) ----- 5 gent Golden -------- 6 Kent GoLden Lights -- 7 Kant Lights ----- 8 Kent (Unep..) 9 Lights (Unep.)_-__- 0 True ----- ---- ----- x Other (SPECIFY):, - (IF "ONE" OR "TNO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? (16) Yee ------ 1--11-What brands were they7Any others? No ----- ---- // 2 ) (IF TRUE MENTIONED IN Q.2, 3a, OR'3b, CONTINUE.)' (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10,) (16) Luke __------- --_- 3 Golden Lights ----- 4 Golden (Unap.) --- 5 Kent Golden.---- -- 6 'Kena Golden Lights -- 7 Kent Lighte ------ -- g a Kent (Unap.) ----- 9 Fa Lights (Unap.)------ 0 _13D ~ True _ x Other (SPECIFY): w y

I I d42318W 4.. What do you remember about the TRVEE advertisement? (PROBB:) Wbat else do you,pamgmDer7 rn ~a raj n 4LR& Y,4~2 kg- 20 21 tryingto get p_crossto you abo t TRUE? CPROBE:) What else? 5. Aside from wanting you to buy them, what was the message the manufacturer was 27 (IF RESPONDENT SAYS "DON'T KNOG" TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD 6.) 6. Thinking about vhat you've j ust told me aboutt the advertising message, what phrase on this card best describes how important this is to you? (29) Ettnemely imporiant ----- 6 - Very important ---------- 5 Somewhat important ----- 4 fiomevhat unimportant - - 3 • . Very unimportant -- -- 2 Not at all important. ---- 1 7. (NAND RESPONDENT CARD 7.)'Again,. thinking about the advertising message, which phrase on this card best describes how believable this is to you? (30) - Extremelybelievable --- 6 Very believable -------- 5 Somewhat believable ----- 4 Somewhat unbelievable ----3 . Very unbelievable------ 2 . - Extremely.unbelievable -- 1 (NAND'RESPONDENT CARD 8.) Andy 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 .. Ettremely similar 1 . 9. (BAND RESPONDENT CARD 9.) y Based on the message, whichphrase on this card beat describes your intereet in trying TRUE cigarettes? (32) Extremely interested -----6 - Very interested ------ 5 Somewhat interested ------ 4 ' Somewhat disinterested ---- 3 . Very disinterested ------- 2 Extremely disinterested --- 1 8. `

.1 .. ~• _4- d4231gW'13a. What one brand of cigarettes do you emoke most frequently?(DO NOTBEAD BRAND NAF4:S.). THE STARRED BBANDS MUST BE PROBED: IF BENSON & HEDCES, ASK:: "Is that Benaon & Hedges, Beneon & Hedges Lights, or Mult~° made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel LighteY" IF KENT, ASK: "Is that gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds,or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L 6 MLights 100mm?" - - ' IFMARLBORO, 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 Old Gold Lights7'~ IF PALL MALL, ASK; "Is that. Pa11.Ma11 or Pall Mall Extra Mild?" IF PARLIAMENT, ASKo: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK:: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar MentholY~ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Itinston or Winston Lights?" (52) A1Pine ---------------- ----- - 1 Belair -_-------- -------- -- 2 Multi-Filter By. Benson & Hedges 3 Beneon & Hedges Lights ------- 4 *Benson & Hedges (Other) ------ 5 Camel Lights ------ ------- 6 *Camel (Other) -------------- 7 Carlton --____-____--------- g Chesterfield ------------ - 9 Decade 0 Doral _-_-_-____-_-----__-_ x Eve -__-__------------------ y (53) Fact ----_-__-___--_--_-_ 1 Gauloiees -------------------- 2 Ieeberg100'e ---------------- 3 Kent Golden Ligfite-------- 4 *Keut (Other) _------- ------ - 5 Koo1 Super Lights ----------- 6 Kool Miids------ -------- -- 7 *Kool (Other) ------------- 8 L 6 M Flavor Lights -------- 9 L & M Lights 100mm ---------- 0 *L 4 M (Other) ---------- -_- x Lark ----- ----- ------- -_-__ V (54) Long Johns ------------------ 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 *Marlboro (Other)'.------------- 4 Max ------ -__----- ------- - 5 Merit ------------------------ 6 (54) Newport Lights ----------- B *Newport (Other) - - 9 Old Cold Lights ------------ x *01d Gold (Other) ----------- y (55) Fall Mall Extra Mild - - 1 *Pall Mall (Other) ----^--^--- 2 Parliaaen4 Ultra Lights - - - - 3 *Parliament tOther) --------- 4 Philip Morris---_ 5 Raleigh EstraMild ----^--- 6 *Raleigh (Other) ---^--^- 7 Real ---- ------ ------_- g Salem Lighta --__-9 *Salem (Other) Saratoga --------------- a Silva Thins ------^---- Y (56) Tall -------- -__----------- - 1 Tareyton Lights ------^------ 2 Tareyton Low Tar Menthol ------ 3- *Tareyton (Other) --------- 4 True ---- -_5 Vanguard -_-_--_"---- -__-- 6 Vantage ---- ---- --_---------- 7 Viceroy Extra Mild ---------- B*Viceroy (Other)------------ 91 Virginia Slime ------------- - - 0 Winston Lights ------------ -- x *Winston (Other). -------------- y Other (SPECIFY): (57) 1 13b. Is that filter or non-filter? (58 13c. Filter ---------- Noa-filter ------ 2 N Is that regular, king-size, 100amor the extra-lang 120mm7(59) 00 W Regular 1 N King-afze ------- 2 tj