Tobacco Documents Online

-3- #42315W (ASK ei.L.: ) 10. Let's take a feveeconds to look at the TRUE ad again.(EYPOSB FOB 5 SECONDS ADID RF.MDVE.) What do you think is the main idea tha manufacturer wants to get across about TRUES~(PROBE:) What else?~ a;,, tA& _l e) 1 l~il 33- 9 (OPEN PORTFOLIO TO- TROE. AD.) lla. Is there ®ything.in the TRBSad, that you, particularly like? (39) (CONTINUE) - Yee 1 (SKIP TO Q.12a) -- No 11b. What is there in the TRBEad that you particularly like? (PBOBE:)What else?. 40- 4I- 42- 43- 44- 45- 12a.Is there anything in the TROEad that you particularly dialike?. . (OOg'17NUE) - Yee -~-- ( 3' (SKIP TO Q:13a)-- No ---- :2b. What is there in the TRUE ad that you particularlydialike? (PROBE:)

i4231RW 14. Eow.many cigarettes doyousmoke in an average day? (60) 9 or less (less than 1/2 pack) ------- 1 10~to19 (1/2 pack to 3/4 pack) ----- 2 20 to 29 (1 pack) --------- 3 - . 30.to, 39 (1-1/2 packs) -- (M;) 40 or more (2 packs or more) - 5 CLASSIFICATIOW Aou, just a:eu questlons for statistical purposes only. 75. Whut vaathe iest grade of school you completed4 (61) . Some graamarschool (lst-7thgrades) -- -1 Grammar school grad Some highsahool (9 uate (8th grade) --- tA-llth grades) --- 2 3 . ' . High school graduat Some Gollege gYaduete or e (12th grade) ---- Eeyond ------- ---- 6 (HAND RESPONOENT 16. Again, just for c CARD16.) lassification purposes, which letter on-thia card include s your total family income before taxes last year? (62) I - - A. Onder $7, 500 -------- -------- g. $7,500 to 510,000 ------------- 2 C. Over $10,000 to $15.000 ----- ------ 3 . D. Over $15,000 to $20,000 4 . E. Over $20,000 to $25,000 ----- ---~ F. Over $25,000 --------^---^ Refused Y 17. (1NDICATg SEB.)(63) Male ------------------- -_____-________ 1 Female ATTACH QOESTIONNAI'RE TO SCgEENER, 80-1 1

84231gW 4. What do you remember about the TRUEadvertisemancY (PgOBE:) What alse do you remem6er4 , . .. 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yqu, about TRUE? (PROBE:)ifiat else? 23 2 . 25 2 27- y. (IF RESPONDENT SAYS."DON'T ffiiOW" TO Q.S,SKIP TO Qy10.) JA- 6. (NAND~RESPONDENT CARD 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) _. . 7. (NAND RESPONDENT CARD 7.) ' Extaemelyimportant ------ 6 Very important --^----- 5 Somewhat important ------ 4 Eomewhat unimportant ------ 3 Very unimportant --------- 2 Not at ell important ----- 1 Again, thinking about the advertising message, which phrase on this card beet describes how believable this Se to 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. (HANDRESPONDENT CARD 9.) in . Based on the message, which phrase on this card best describes your interest trying TRUE cigarettes? (32) . Extremely interested -----6 ' Very interested ------ 5 Somewhat interested ------ 4 Somewhat disinterested ---- 3 Very disinterested ---- 2 Extremely disinterested --- 1~ N 2. W. ~ tJ N

' _4- d423LSW' 13a. What one brand of cigarettes do you smoke most frequently? (D0. NOT READ BRAND NAMES.)' _ . (52) Alpine ---------- ----- -__-__ I Belair ___------- ----- -_-__ 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Bensoa & Hedges (Other) ----- 5 Camel Ligtita~ 6 *Came1 (Other) ---------------- 7 Carlton --------------""-- 8 Chesterfield ---------------- 9 Decade --_-_-_------------ __ 0 Doral --------------- __-_--_ x Eve---- -__--------- -_ -(53) Fact _____------------------ 1 Gauloieee ------------------2 Iceberg 100's ------ ------ -- 3 Kent Golden Lighte --------- 4 *Kent (Other) 5 Kool Super Lights -------- 6 Kool Milds ----------- 7 *Koo1 (Other) ------ -_-_-___- 8 L & M Flavor Lights ---------- 9 L & M Lights 100mm~------------ 0 *L &M (Other) ------------- x Lark ------ --_-___--------- V (54) Long Johns ----- --------- --- 1 Lucky Strike ------- ------- -- 2 Marlboro Lighte--------------- 3 *Marlboro (Other) ------------ 4 Max ------- -__------------- - 5 Merit ------------------------ 6 THE STARREDBRANDS MUST BE PFOBFD:: IF BENSON & HEDCES, ASK; "Ie that Benson & Hedges, Benson & Hedges Ligbts, or u1t~M -Filter" made by Benson &Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is Lpst Kent or Kena Golden Lights?" IF KOOL, ASK: "Is that Koo1, Kool Mtlds, or Knol Super Lights?" IF L &M, ASK: "Is that L& M, L & M Flavor Lights, or the longer L & M Lighcs 10omm?" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IFNEWPORT; ASK: "Is that Newport or Newport Lights?" IF'OLO COLD', ASK: "Is that Old Gold Filter or Old Go1d Lights?" IF PALLMALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: °Is that Raleigh or RaleighErtra Mild?" _ . IF SALEM, ASK: "Iethat Salem or Salem Lights?" -IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Lorc Tar Menthol?n IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . . IF WINSTON, ASK: "Is that Winston or Winston Lights?" (54) Newport Lights ---------- 8 *Nawport (other) --- -- 9 Now ----------- 0 Old Gold Lights ---- -- x *01d Gold (Other) --------- Y (55) Pall Mall Extra Mild 1 *Pall Mall (Other) ---- - 2 Parliament Ultra Lighte----- 3 *Parliament kOther) --------- 4 Philip Morris ---- -~ 5 Raleigh Extra Mild ---- 6 *Raleigh (Other)--_----- 7 Real B Sa1em Lightq --------- 9 *Salem (Other) --------- 0 Saratoga _ Silva Thins -------------- Y (56) Tall ..... ----__----------- 1 Tareyton Lights --------- ----- 2 Tareyton Lov Tar Menthol ------ 3 *Tareyton (Other) ---------- 4 Viceroy Extra Mild ---------~- g *Vieeroy (Other) ---------- 9 Virginia Slime---------- ---- 0: Winston Lights x *'Winaton (Other) ------------ Other (SPECIFY): 37) 1 (58 Filter -------- Non-filter --- O extra-long 120mm7 (59) ~ Eeguiar ------ -_ 1 ~ King-size 100mm -------~ tJ 13b. Ia that filter or non-filter? 13c. Is that regular, king-size, 100mm or the 07

~ NATIONAL CONSENSUS SURVEYS #42318W ~ 801 Second Avenue ` New York, New York 1'0017 .-- .., 13- 6 NANE: T~ 4 3 `("r' A-M (L-, 0 YJ PgONE N: p t (o -'-Yd8 - VLb 9 1. Please cakr a few minutes to go through the advertisements Ln this book. Please take ae much time with each ad aeyou aare to..If you ordinarily waar reading glasses, you'll need them. (NAND RESPONDENT PORTFOLIO AND 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 Any other brands? (DO NOT READ EITBER'BRAND NAMBS GENERAL ADS 3a. V6t brands do Any othera7 you ramember seeing ads for? Luke -"_------ (?l Golden Lights ---Ti Golden (Uwp.) 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kmt Lights --- 8 Kent (Unep.) _-•---- 9 Lights iaep.~----- 0 True ____- _____- elb Other (SPECIIR): 7 No ---- 2-~j(BKIP TOQ.1O) ~. ~ (IF "ONE" OR "TWO" CICARETTE.BRANDS MENTIONED, ASKJ] - Y 3b. Do you remember any ade for any otherbrands of cigarettes? Crest eooehpasee- Coca Cola ------- Concord Watches---- Canadian Club------ Budweiser ------- Amana Fanga------- _- I BankAmericard/VISA - - - 2 Bayer Aapirln------- 3Bolene Lawn Mower --- 4 for in the book7. (PROBE:) OR PRODUCT CATEGORIES.) CIGARETTE ADS (14) Dole. Pineapple -_-__-_=.~j1 Luke--___----- 3 General Electric Washer `Y_' Golden Llghte---- Hilton Do.tele~ -------- Kawasaki _-_--- _- Old Spica Pocket Cologne Golden (Unep.)-- 5 Kant Golden-------- 6- Kent Golden Lights- 7" Polaroid Cemera-------=-r Kent Lighte-----. B Singer Sewing Machines ---0 Kent. (Uaep.)----- - 9 Taster's Choice -------- 8 Lights (Unep.)--- 0 Weight Watchers ------- 9 True----------- x _ Other(SPECIFY)ay (IF NO CIGARETTE BRANDS )DDiTIONEDABOVE, ASK Q.3a.) - (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) . (IF ALL TNREE CIGARETTE BRANDS NENTIONED, SKIP ToQ.4.) (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember my ada for cigarettes? (16) Yee ----- -- 11---4~What brands were they? Any others? (16) Luke ----_""'_- 3 . No _____--- /p 2 1. Golden Lighte --- 4 Galden (Unap.) 5 Kent Golden 6 Kent Golden Lights -- 7 O Kent Lights 8 ~a (IF TRUE ME 3 OR 3b CONTINUE TIONED IN $ ) Kent (Unsp.) 9 b a, , N Q. , . e - h (U 3 0 0 p --- Lig ts n (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b. SKIP N TO Q.10: ) . other (gPECIFY): r , y