Tobacco Documents Online

#42318W 10. (ASA ALL:) Let'e take a few aeconda to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS ADIDRElIDVE.) What do you think is the mein idea the manufacturer wants to get ecrosa ahout TRUE? (PROBE:) What else? Y! ~ } / 38- (OP£N.PORTFOLIO TO' TRUE- AD.) _ lla. Is there anything in the TRUE ad that you particularly like? (39) (f.ONTINUE) - Yea 1 _ (SRIP TO Q.12a) --- No --_--_- ~ ~CJ i1b.. What is there in.the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Ie there anything in the TRUE ad that you particularly dislike? (46) . . (C041TINUE) - Yee ---- 1 (SKIP TO Q.13a) - Ro ----~ :1h. What is theretn the TRUE ad that you particularly dislike? (PEOIEE:) What else? -

442318W 14. How many cigarettes do you smoke in an average dayT (60) 9 or Lese (less than 1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) ---- (J-~ 20 to 29 (1 pack) ----------^ 3 30 to 39 (1-1/2 packs) ----- 4 40or more (2 packs or more) -- 5 CLASSIFICATION now., }aYt a:ea questions for statistica 15. What ++as the iast grade of school l purposes only. you completed? • (61) Some.grammar school (lst-7th grades) --- 1 Crammar school graduate (8th grade) --- 2 Somehigh school (9th-lith gradea) --- 3 ' High school graduate (12th grade) ------ Some colilege ~ 5 College graduate or 6eyond ------------ 6 (dL1Y0 RESPONDENT CARD 16.) 16. Again, just for classification purposea, which letter onthiacard includes your total family income before taxes last year? , • . (62) A. Under $7,500 ___--___1. e. $7,500 to SiQ,000.---------- 2 C. Over $10,000 to $15,000 ---------- 3 D. Over $15,000 to $20,000 ----- ---- 4 E. Over $20,000 to $25,000 ------ S F. Over $25,000 --_-^----------~j. Refused Y 17. (fNDDCATE'SEB.) (63) Male --------------- -__-__-------- -_ 1 Female ATTAC&QUESTCONNAIRE TO SCREENER. ' g0-1 I

642318W 4. What do youramembsr about the TRUEE advertisement7. (PROBE:) Vhat elae da you.rem.mber?. ~ 19-~ 21 22 5. Aside from wanting.you to buy them, what wae the message the manufacturer was trying to get across to yau about TRUE? (PROBE:) What else? 27-y. (IF RESPONDENTSAYS "DON'T KNOW" TO Q.S, SKIP TO Qs10:) - -for' (NANDRESPONDENT CARD 6 ) - 6. . . Thinking about what you've just told me about the advertising message,vhat phrase on this card best describes how important thieis to you? {29) Eatnemely important ----- 6 . Very important ------------- 5 Somewhat important ------ 4 . 8omewhat unimportant ------ 3 Very unimportant ------- 2. Not at all important ---- 1 - 7. (HAND RESPONDENT CARD 7.) Agains thinking about the advertising message, which phrase on this card best describes how believable this is ro you? (30) Extremely believable ----6 - Very believable------ 5 Somewhat believable ----- 4 Somewhat unbelievable ---- 3 . Very unbelievable. - - - - - - 2 . Extremely unbelievable --- 1 8. (NAND RESPONDENT CARD 8'.) And, which phrase on this card beat 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. (NAND RESPONDENT CARD 9.) Based on the message, which.phrase on this card trying TRUE cigarettes? best describes your interest in (32) Extremely interested ------ 6 Very interested------ --- 5 Somevhat interested -------- 4 Somewhat disinterested ----- 3 Very disinterested ------ 2 Extremely disinterested -- 1 p ~ 2 ~ N .~ /+

t ~ NATIONAL CONSENSUS SBRVEYS /42318W' g01 Secoad Avenue New York, New.York 10017 ' 13- 6 NANE: ~ ,J P-r iC it' i ' PHONE 1. Please take a few minutes to go through the advertisements in this book. Please take as much timewith each ad as you oars to. If you ordinarily waar reading glaasea, you'll need them. (NAND RESPONDENT PORTFOLIOAND TAKE IT gACK BEFORE CONTINUING.) 2. Now, I'dlike to ask you a few questions about the ads in the book.. What branda or products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NANES OR PRODUCT CATEGORIES.) Amana P~mge------- 1 BankAmaricard/VI6A -- Bayer Aapirin----- 3 Dole Pineapple ------- I General Electric Washer Hilton Hotels Bolena Lawn Nower--- Buduaiaar --------- Canadian Club------- 6 Coca Cola ---------- 0 Concord Watchee---- 8 Crest aoothpasee r.-..- 9 Old Spice Pocket Cologne - 5 Polaroid Cenara---------~ Golden Lights----- Golden (Unep.).--- 5 Kent Goldan--- 6- Kent Golden Lights- 7- Kent Lighta----- g . Singer Sewing Machines --- 7 Kaat (Vaap. )---- - 9 Taeter'e Choice Li hte (OOa .)-- 0 Weight Watchers --------- 9 Trua--- Other (SPECIFY): . (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3e.) (IFONLY ONE OR TWO CIGARETTE gEANDS tENT'IONED, SKIP TO Q.3b.) (IF ALL ® CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettee4 3b. (16) Yes ----- 1-;•What brands were theyYAny others? (16) Luke --'---__----- 3 No ----- ---- 0 Golden Lights ----- 4 Golden (Unap.) -- 5 Kent Golden ----- 6 Kent Golden Lights -- 7 N Kent Lighte ------- 8 ~y (IF TRUENENTIONED IN Q.2 3a OR 3b CONTINUE.) Kent (Unep.) ------ 9 ~ , , , LSRh[a (Unep.~----- 0 N (IF TRUE NOT MENTIONED IN Q.2, 3a, OR.3b, SKIP TO Q.10,) True ------------- a O ' ~t5)' 1 ---3FW~et brands do you remember aseing ads for? Auy otherat ._. _,. . Luke -------------- 3 Golden Lights ----- 4 Golden (tlasp.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Uney.) ----- 9 Li&lite (Uea9j----- 0 z . Other (SPECIFY); 7 No ----- 2-•j(SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes7 k GENERAL ADS CIGARETTE ADS (14_ Other (SPECIFY): 7

- ,. . -4- 442315W 13a. What one brand of cigarettes do you smoke.moat frequently? (OO~NOT READ BRAND NAMES.) THE STARREDBRANDS MUST'BE PROBED: IF BENSON & NEDGES, ASK: "Is that Benson 6 gedges, Benson & Hedges Lighta, or Mul" made by Benson & Hedges?" IF CAMEL, ASK: "IS that Camel or Camel Lights?" IF KENT, ASK: "Is that geat or Kent Golden Lights?" IF KOOL, ASK; "Ie that Kno1, Kool Milds, or Kool Super Lights7" IF L 6H, ASK: "Is that L & M, L & M Flavor Lights, or tbelonger L 6 M Lights 100=7" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IFNERPOHT, ASK: "Is that Newport or Newport Lights?" IF01L GOLDy ASK: "Is that Old Gold Filter or Old Gold LighcslT IF'PALL.MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IP'PARLIAMENT, ASK; "Is that Parliament or Parliament Ultra Lights7" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - IF SALFM, AiK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is chat 'Pareyton, Tareyton Lights, or Tareyton Low Tar Menthol7R . -. IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON. ASK: "Is that Hinston orWinston=Lights7"' . (52) Alpine. ---____-__-_-_______ 1 Belair ------- -__---___--_ 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ---- -- 4 *benson S Hedges (Other) ------ 5 Camel Lights 6 *Camel (Other) ------------- 7 Car1[on _-____8 Chesterfield -------- ---- - 9 Decade -__--__-_-__-_____-~- 0 Doral -_-_--__________---- x Eve (53) Fact _____-------------- 1 Cauloises ----------------- 2 Iceberg 100's -------------- 3 Kent Golden Lighte ----------- 4 *Kenc (Other) ---------------- 5 Fnol Super Lighte ----------- 6 Kaol Miids ---- ------------- - 7 *Kool (Other) --------------- 8 L BM Flavor Lights ------- 9 L & M Lights 100mm -------- 0 *L 6 M (Other) -------------- x Lark _-------------------- V (54) Long Johna ____________________ 1 Lucky Strike ----------------- 2 Marlboro Lighte ---------------3 •Marlboro (Other) -------------- 4 M ax -------- _--------------- 5 Merit __--____--------------- 6 Non.filter ----- 2 µ (ej 13c. Is that regular, king-size, 100mm or the extra-long 120mm7 (59) C5 Regular - -------- 1 N . King-siae ------- 2 ~ ~ l00mm ------ -___455 Filter (54) More -7 Newport Lights -------------- 8 *Newport (Other) ---- - 9 Now --_-----_-__~-_- 0. Old Gold Lights ----------- : *01d Gold (Other) -------- y (55) Fall Mall Extra Mild --- 1 *Pa11 Mall (Other) ---------^ 2 Parliauent Ultra Lights ---- 3 *Parliameat tother) ------- 4 Philip Morris ----- -- 5 Raleigh Extra Mild --- 6 *galeigh (Other) ______7 Real g SalemLights -----_-9 *Sa1em (Other) ------------- ~IV Saratoga ---------^-x Silva 1Lins -------------- y (56) Tall ___T__------ ------------ 1 Tareyton Lights -_------___ 2 Tareyton Low Tar Menthol ------- 3~ *Tareyton (Other) °---------- 4 True 5 Vanguard ---------------- 6 Vantage ------- ----_-_------ 7 Viceroy Extra Mild ---------- 8 *Viceroy (Other) ------- ____ 9s Virginia Slime ----------- -- 0 Winston Lights -------- ----- x *Winston (Other) ------- ------ y Other (SPECIFY): (57) 1 13b. Is that filter or non-filter7 (5H