Tobacco Documents Online

8423Egw (ASK ALL:). 10. Let'ctake a few seconds to look'at theTRJ)E ad agein. (EICPOSE FOR.5 SECONDS AAIDREMOVE.) . What do you think is the main idea thee menufac[urer wants to get across about TRUE? (PROBE:) What else? r ` o ! ~ .. rN. 33-y 34~ s5-S (OPEN.PORTFOLIO TO' TRUE. AD.) i;a. Is there anything in the TRUE ad that you particularly like? (CONTINUE) -- Yes --- (SKIP TO Q.12a) -- No ------- O TRUEad, that you particularly like? (PROBE:) ~ a, llpt~ ~ ~ ai- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dielike4 (46) (CARITTINUE) - yee ---- 1 ---~ (SKIP TO Q.13a) -- No ~ 12b.What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? ..

J #42318W CLASSIPICATIOw jusc a:ew quescions for statistlcal purposes only. u• What vay the lust grade of school you completed? • 14. How.many cigarettes do you smoke in an average day? - (60) 9 or less (less tham 1/2 pack) ---- `Q - 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20: to29 (1 pack) --------------- 3 . .. 3Q'to39 (1-1/2 packs) -- 4 40 or more (2 packs or more) ---- 5 Somegrammar school (lst-7th grades) --- "1 Grammer school graduate (8rh grads) --- 2 Some high school (9th-llth grades) ----- 3 High~school graduate (12th grade) ----- 4 Some cnl~lege - 9 . College graduate or beyond ------------- 6 (QL1ND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter onthls card includes your total family income before taxeslasEyear4 -(62) . . A. Onder $7,500 _-_------ ---------- -...1. 8. $7,500 to S10,000 ------------- 2 _ _ C. Over $10,D00 to $15,000 ------- ---- 3 . D. over $15,000 to $20,000 --------- 4 ~ J@) Over $20,000.to $25.000 -- -^_ _- 5 . 'T over $25,000 ----------^ - 6 Refused -------------- ---------- y 17. (LNDICATE'SEA.) (63) ~ Nai'e.---------- -_______________________ 1 ATTACN QDESTi0NNA1RE TO SCHEENEH.

4 #42318w 4. What do you rememhsr about the TRUE advertfaeueat9 (PgOBg:) 11hat alaa ~ do Y° 4 'FkUt-6-llf.1.-,-1 .--r~X.Y -~' r ~ P+'C~'i-sL 17 1 ~ 19 21-I --22- 5.. Aside from wanting you tobuy them, what was the message the manufacturer was trying to get across to yqu about. TRUE? (PAOBE:) What else? ~~Q.1J 23-J 2 25 26 27 (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Q.10.) 28 (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? <29) Ectsemely important ----- 6 - Very important ----------- 5 Somewhat important ----- 4 6omewhat unimportan[ ------~o Very unimportant ---------- 2 Not at all important 1 7. (BANDBESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this is to you? -(30) . Extremely believable ----6 Very believable -------- 5 Somewhat believable ---^~ Somewhat unbelievable -- 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) Pztremely different ------ 6 Very different ------ ---- Somewhat different ------- Somewhat similar -------- 3 Very similar --------- 2 Extremely similar --------- 1 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card beat describes your intere9t in ervinu TRNP. cioarnrronx . .. (32) ' Extremely interested ---. 6 --- -{$'J Very interested Somewhat interested' -- ~- Somewhat disinterested ---- 3 Very disinterested ------- 2 Extremely disinterested -- 1 p 04 2 V N L~1 N

A -4- C42318W13a. What one brand of cigarettes do you sm+.kc most frequently? (DO NOT READ BRAND NANES.) THE STARREDBRANDS MOSTBE PROBED: IF BENSON & HEDGES,ASK`. "Is that Benson & Hedges, Beneon & Hedges Lights, or luM" made by Benson & Hedges?"' IFCAMEL, ASK: "Is:that Camel or Camel Lights?" IF KENT, ASK: "Is that Kent 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 thelonger L 6 N Lights100mmP' IFMARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Ia that Newport or Newport Lights?" IF OLD GOLD, ASK; "Is that Old Gold Filter or O1dGo1Q Ligh-taT'r IF PALL MALL, ASK: "Is that Pall Mall or Pall MalI Extra Mild?" IF PARLiAMENT, ASK: "Is that. Parliament or Parliament Ultra Lights?" _ - IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALEM, ASK:"Is that Salem or Salem Lights?" - IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol'tr IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" I IF WINSTON, ASK:' "Is that Winston or Winston Lights?" (52) A1pSne ------ --------____-___ Belair ---------- -_-_____--_ Multl-Filter By Beneon & Hedges Benaon~6 Hedges Lights ---- *Beneon & Hedges (Other) 1 2 3 4 Camel Lights ---------- 6 *Camel (Other) 7 Carlton __________________8 Chesterfield ---------- ----- - 9 Decade ------- ----------- - 0 Doral ---- -------- ----- -_ x Eve _______--_-_______-__-_ y (53) Fact -------- ----- -------- -_ 1 Gauloises --------- -------- - 2 Iceberg 100's ---------------- 3 Kent Golden Lighta ----------- 4 *Kent (Other) ------------- 5 Kool Super Lighta ----------- 6 Kool Miids ---------- ---- 7 *NOUl (Other) ----- ------- 8 L & M Flavor Lighte --------- 9 L & HLights 100mm --------- 0 *L 6 M(Other) ---- -------- -- x Lark ---- --_---------- -__ v (54) Long Sohne -------- __--_-- 1 Lucky Strikc ------ -------- 2 Marlboro Lights ------------ 3 *Marlboro (Other) ----------- 4 Max __-------- -__-__----- - 5 Merit ----------------------- 6 13b, Is that filter or non-filter? 13c. Iathat regular, king-size, 100omt or (54) Newport Lights -- ---- 8 *Newport (other) -------- 9 Now 0 Old Cold Lights ---- - x *01d Gold (Other) --------- y (55) Pall MallExtra Mild --- 1 *Pall Mall~ (Other) ---------- 2 Parliament Ultra Lights - - - - 3 *Parliament rOther) ------- 4 Philip Norris ------ 5Ralelgh Extra Mild --- 6*Raleigh (Other) ----- 7 Real ---- -_-______----_- 8 Salea Lightq ---- -- 9 *Salem (Other) 0 Saratoga - -^--^-- x Silva Thins y (56) Tareyton Lights ------------ 2 Tareyton Low Tar qeathol --- 3 *Tareyton(Other) --------- 4 True 5 Vanguard~ 6. Vantage -----'---__-_--_ 7 Viceroy Extra Mild ----+- 8 *Viceroy (Other) --------- 9 Virginia Slims ------------ 0 Winston Lights -------- x *Winston (Other) ------------- y Other (SPECIFY): (57) (58) Filter ------- -10 Non-filter 2 O the extra-long 120mm7 (59) OD . gegular __________ 1 ~ King-size ------~A. 100mm 3 N 120mm -------- 4 Cn

P NATIONAL CONSENSUS SURVEYS - a42318W B01 Second Avenue New York, New York 10017 FcZ v r~i~ NtdNE: G)P~IPCI`~ w~LTQrS 13- 6 PEONE e: d i~~(, - J.4 ~-k1038 1. Please take afev.minutea togo through the advertLeemente in this baok- Please take as much time with each ad as you aare to. Ifyou ordinarily wear reading glaseee, you'll need bhem. - - - (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE.CONTINUING.) 2. Wov, 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 bookt (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADSAmane Wge____-_--."-W Dole Pineapple --------- BankAmericardlVLSA --- 2 General Electric Washer Bayer Aapirin----- 3 Niltou Hotels ------- Bolene Lawn Nower -- 4 Budweiser ---------- 5 Canadian Club------- 6 Coca Cola ---------- 7 Concord Watches------ g_ Crect toothpaste Kawasaki --------------- 4 Old Spice Pocket Cologne - 5 Polaroid Camera-------- 6 Singer Saving Machines --- 7 Taster's Choice ------- 8 Weight Watchers -------- 9 CIGARETTE ADS (14) Luke--_--_-_- 3 Golden Lighta---- Golden (Uaep.)--- _5 Kent Golden------ - 6- ' Kenc Golden Lights- 7-Kent Llghte--^---8- Kenc (Unap.)-----. 9 L1 hts (Une .)-- 0 True----- --____ x Other(SPECIFY): 9 (IF NO CIGARETTEBEANDS MENTIONED ABOVE, ASK Q;3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDS NEHTIONED, SKIP TO Q.3b.) (IF ALL TNBEg CIGARETTE BRANDS MENTIONED, SKDP To, Q.4.) 3a. (IF NO CIGARETTE BRANDS lENTIONEDABOVE, ASK:) - Do you remember my ads for cigarettes? f1S) ` 1---!' 6~st brands do you remember seeing ads for7 Any others? Golden~ Ligh~i ----- Golden (UneP.) Kent Golden Kent Golden Lights -- Kent Lights Kent (UneP.) ------- (Uaep.}----- Lights True Other (SPECIPY): 3 4 5 6 7 8 9 0 i y No ----- 2-~j (SKIP TO Q.10) . h (IP"ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b. Do you remember eny ads.for any other brands of cigarettes? r (16) Yee ------ - 1-->What brands were they? Anyothere4 No ---------- ~~'. (IF TRUE MENTIONED IN Q.2, 3s, 0E3b, 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 Kent Golden Lights - 7 p Kent Lighte ------- 8 N Kent (Unsp.) ------ 9 ~ Liahta (Unep.)____ 0 A, Trua x VI Other (SPECIFY): y