Tobacco Documents Online

T ;4z316H (ASEALL:) lo. Let's take a few seconds to look at the TRUE ad again. (MOSE FOH5 SECONDSAlUI REMOYE.) What do you think is the main idea the msaufacturer wante to get acroes about TRUE? (PROBE:) What else? ` -~ ~ 33 19 ~:~ x<. ~. 38- (OPEN PORTFOLIO TO- TRUE- AD.) lla. Is there anything ia the TRUEadthat you.particularly like? (39). . - (CONTINUE) -- Yea ----- ' (SHIPTO Q.12a) -- No ------ ~ ilb. What is there in the TRUEad that you particularly like? (PROBE:)- -What else?.. 40- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (CU[7T.INUE) - Yee ---- 3 - (SKIP TO Q.13a) - No ----- Q :2b, what is there in the TRUE ad that you particularly dislike? (PROBE:) What else? 4

#42318W 14. Sow many cigarettes do you smoke ~ in an average day? (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) -- .U 30 to 39 (1-1/2 packe)------ 4 40 or more (2 packs or more)--- 5 CLASSIPICATION Sow, j~at a few questions for stacistlcai purposes only. 15. What vas the last grade of school youcompleted7 • (HAND RESPONDENT CARD 16.) (61) Some grammar achool (lst-7th grades) --- Z Crammaar school graduate (8th grade) --- 2 some high school (9th-llth grades). --- 3 , High school graduate (12th grade) ------ 4 .. Some college _-__--- (CF) College graduate or beyond ------------- _ 6 16. Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? - (62) 17. (1NDICATESEX.) i A. Under $7,500- -------------- 1 B. $7,500 to 610,0 00 ------------ 2 C. Over 010.000 to $15,000 --------- 3 D. Over $15,000 to $20,000 C~) E. over $20.000'to $25,000 ----- S F. Over $25,000- -------^------ 6 Refused ------- -- --_--_---__ Y (63) Male ------------------ .._---- ----- --_ 1 Female-__; ATTACH QUESTIONNAIRE TO SCRE6NER.

r R42318W 4. What do you remember about the TRIIE'advertisement? (PgOBH:) What else do you remqmbpcP /; ~ \. . .. ... -i9- 19-0 2Q- r2}- 9'- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yquabout TRUE? (PROSE:)What else? - 25 - 27-Lj (IP'RESPONDENT'SAYS "DON'T KNOW" TO Q.5, SKIP TO Q610.) -- -eff- (HAND 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 is to you? {19) Extnemelyimportant ----- 6 . . . Very important -------- 5 Somewhat important ------ 4 Somewhac unimportant ---- 3 Very unimportant ------ 2 Not at all important ---- 1 8 Very believable ------- Somewhat believable ----- . Somewhat unbelievable ---- .. Very unbelievable ---- - Extremely unbelievable --- (HAND RESPONDENT CARD g ) 5 4 3 2 1 . . And, which phrase on this card beat describes how different you think this message is from.other cigarette advertieing? (31) Extremely different ------ 6 Very different --------- 5 Somewhat different ---- -- 4 Somewhat similar ---- ----- 3 Very similar --------- 2 Extremely similar --- 1 7.. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card beat describes how believable this is to you? (30) ' Estremelyy believable ---- 6 - - 9. (HAND RESPONDENT CARD 9'.) Based on the message, which trying TRUE cigarettesT phrase on this card beat describes your intereqt in -(32) Extremely interested •6 Very interested ------- 5 Somewhac interested'-------- 4 Somewhat disinterested --- 3 Very disinterested --- 2 Extremely disinterested --- 1 O N W N r1 m

l ~NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, Nev York 10017 #42318W NAlD3: (lA +to {.- )- 14 ..l 7e PHONE' $: Z I (o - q 4 ~ -(, a l ~, 1. Please take a few miuutesto go through the advertieementein this book. Please take aa much.time with each ad aa you aare to. If you ordinarily wear reading gLaases, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUINC.) 2. Now, I'd like to aak you a few questions about the ads in the book. What brands or products do you remember seeingada for in the book? (PROBE;) Any other brands? (DO NOT READ EITHER BRAND NgNES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana 1<anga_____-_T~ Dole Pineapple 1 3 BankAmericerd/VISA --- 2 General Electric Washer Golden Ligbtr--- Bayer Aepirin------ 3 HiltonHotele --------- Golden (Unsp.)-e-- 5_ Bolens Lawn Mower --- 4 Kawesaki ------- -------- Kent. Goldaa---- 6-_ ._ Budweiser -------- --- 5 Old Spice Pocket Cologne 5 Kent Golden Lighta- 7 -- Canadian Club-- -=--~ 6 j Polaroid Camera-------- 6 Kent Lighta---- Coca Cola ----- __~ Singer Sewing Machines ---CD Kent (Unap.)---- 8 9 ConcortIWatches------- 8' Taster's Choice ------- 8 Lights (R~ne )-~-- 0 Crest soothpeaeeWeight Watchers -------{~ True-----------~ - . OthaF (SPECIFY): y (IF NO CIGAeETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWOCIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THBEg CIGARETTEBRANDS NENTIONEDy SKIP TO Q.4.) 3a. (IF NO CIGARETTEBRANDS MENTIONED ABOVE, ASK:) Do you remember sny ads for cigarettes? " (15) brands do you remember seeing ads for? Any others? _.. ' -,. . Luke -----_-_-- 3 Golden Lights ----- 4 Golden (Unap.) 5 ,.. Kant Golden=------- 6 Kent Golden Lights -- 7 . Kant Lights ---- 8 Kenc (Unep.) 9 ' _ Lights (Ueap.j--- 0 True other (SPECIFY): y No ------ 2- (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTEBRANDS MENTIONED, ASK:) 3b. Do you remenber any ada for any other brands of cigarettesT (1§Q Yae ----- (1 ~~>What brands were they7. An y othere4 Lu ke -- (16) No 2 Go lden Lights ----- 4' . Ge lden (Uaap.) 5 Ke nt Golden ---- ---- 6 Ke nt Golden Lights - 7 Ke nt Lighcs ----- 8 (IF TRUElDiNTIONED IN Q.2, 3a, OR'3b, CONTINUE.) Ke nt (Unsp.) ----- 9 N Ll phce (Unap.)------ 0 T (IF TRUE NOT MENTIONED IN Q.2, 3e, OR 3b, SKIP TO Tr ue Ot her (SPECIFY): ~ y

f -4- #42318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAME3.) TH STARREO BRANDS MUST BE PROBED: . IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson 6)3edges Lights, or Multi-Filter" made by. Benson a Hedges?" . IF CAMEL, ASK: "Ia that. Camel or Camel Lights?" IF KENT, ASK: "Is that Kent or Keat Golden Lights?" IF KOOL, ASK: "Isthat Kool, Kool Milds, or.Kool Super Lights?" IF L & M, ASK: "Is that L & M, L& MFlavor Lights, or the longer L& M Li hte 100u®?" - g . IF MARLBORO, ASK: "Is that. Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF0T1) COLD, ASK: "Is that Old Gold Filter or Old'Gold Lighte?'~ . .. IF PALL MALL, ASK:. "Is that Pall Hall or Pall MaLl Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parlianent Ultra Lights?" IF RALEIGNy ASK: "Ia that Raleigh or RaLeighFxtra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" - IF TARKYTON, ASK: "Ie that Tareytony Tareyton Lights, or Tareyton Low TarMenthol?R . IFVICEROY, ASK; "Is that Viceroy or Viceroy Extra Mild?" - IFWINSTON, ASK: "Ia that Winston or Winston Lights?^ (52) (54) Alpine ----------------- Belair Multi-Filter By Benson & Hedges Benson & gedgesLlghte ----- 1 2 3 4 Hore ----_-- _____-7 Newport Lights ---------- 8 *Hewport (Other) ------- 9 Nom --_---__-~-__ 0 *Beneon 6 Hedges (Other) ------ Camel Lights ------------- 5 6 Old Cold Lights -------- *Old Gold (Other) --------~- x Y *Camel (Other) ------------- 7 (55) d - 1 Chesterfield ------- ----- - 9 Pall Mall Extra Mil *Pall Mall (Other) - ---- ® Decade -__-_-__--------- - 0 Parliament Ultra Lights ----- 3 Doral ---- --------- ------ __ x *Parliament COther) -------- 4 Eve ------ -_----- -__--- (53) Philip Morrie --------- 5 Raleigh Extra Mild. -- 6 Fact _--__-__- -_------------ 1 *Raleigh (Other) ------ 7 Gauioiees------------------- Iceberg 1000a ---------------- Kent Golden Lighte ---------- * 2 3 4 5 geal 8 Salem Lightq -~------- 9 *Salem (Other) -------------- 0 ---------- x Kenc (Other) ---------"'- Kool Super Lighte ---------- 6 Saratoga - Silva Thins ---------~---- y Kool Miids -------------- 7 (56) *Kool (Other) ---- ------ _-- L 6 H Flavor Lighte --------- 8 9 Tall I Tareyton Lights ----------- 2 L 6 H~Lights 100ms --------- *L & H (Other) -------- ------- 0 x (54) Tareyton Low Tar Menthol ----- 3*Tareyton (Other) ---------- 4 True ----___-__-_w_-_-- 5 Vanguard -------- ---------- 6 Long Johns ---________------ Lucky Strike ----------------- Marlboro Lights -------------- *Meriboro (Other) ------------- Max. __------ ----- ----------- Merit ------------------------ 1 2 3 4 5 6 Vantage ---- -------- -------- 7 Viceroy Extra Mild -------- 8 *Viceroy (Ocher) ------ ------ 9 Virginia Slime ------------ 0 Winston Lights ---------- a *Winston (Other) ------------- y Other (SPECIFY): (57) 1 l3b. Is that filter or non-filter? (58) Filter -------- -- 1~ Non-filter ----© O 13c. Is that regular, king-siae, 100mm or the extra-long 120®4 (59) ~ Regular -------- 1 Cj . King-atee _-_-_- ® » 10omm -----"' 3 C!I 120mm 4 0