Tobacco Documents Online

-5- P42318W - 14. gowmany cigarettes do you smoke in an average day? (60) . 9 or less Clesa than 1/2 pack) ------ 1 10 to 19 (1/2 pack to 3/4 pack) 20 to 29 (1 pack) ---------- ~ . 30 to 39 (1-1/2 packs) - 4 - 40 or more (2 packs or more) - ---- 5 CLASSIFICATIOr 4ow, juac a few questions for statlsticalpurposes only.)•5- 1Jhat was the last grade of school you completed? . (61) . Some grammar school (1st-7th grades) --- 1 - _ . . Crammar school graduate (8th grade) -- 2 Some high school (9th-1Lth grades), ----- 3 High school graduate (12th grade) ----- 4 Sowe college ---------------------- . College graduate or beyond ------- (tL1NDRESPONDENT CARD 16.) 16. Again, just for classification purposes, vhichletter on this card includes . o r total f il i y u am y ncome before ta xes last year? _ - (62). - A. Under $7,500 ----------------=' 1 B. $7,500 to S10,000 ---------- 2 C. Over $10,000 to $15,000 -----------~c~ - . D. Over $15,000 to $20,000 - - - - - - 7 4 . E. Over$20,000 to $25,000 ------ 5 . .: . F. Over $25,000 ------------- 6 Refused ___--__-_--_-_--__ y 17. (INDICATE SEX.) . (63) Male ---- --_______-_- - Female _-_--_------_____- 2 L ATTACtI QUESTIONNAIRE TOSCgEENER. N 4f H ~

42318W' 4. What do you remembsr about the TBllE'advertisemant? (PgOgg;) What elae do you remamber7 , .. 5. Aside frou wanting you to buy them, what was the message the manufacturer was trying to get across to yquabout TKQE? (PEOgB:), What else? 1gl CT0, L.Iz- 23 ..25-=_ 2bf _ 271 -28W (IF gESPONDENTSAYS "DON'T KNOW" TO Q.S, SKIP TO Q.101) '. (NAND,gESPONDENT CARD 6.) 6. Thinking about what you've just told me about the advertising messaage,: what phrase on this card best describes how important thieie to you? 129) .. gxtnemely important ----- 6 . . . Very important ------ ----- 5 .. .. . Somewhat important -------- 4 . gomewhat unimportant ---- 3 Very unimportant ------- 2 Not at all important ------ 1 7. (HAND RESPONDENT 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 ----- 4 Somewhat unbelievable ---- 3 Very unbelievable -------- 2 _ . Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD 8.) -. -And, 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 Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9.) , Based on the message, which phrase on.this cardbeet describes your interest in arettes? (32) TRUE ci in y g g tr - - . Extremely interested ------ 6 Very interested -------- 5 Somewhat interested 4 Somewhat disinterested ----- 3 Very disinterested ------- 2 Extremely disinterested - 1 0 1+

N A #42318W (ASK ALL:) . 30s Let's take a few aecoads to look at the TRIIE ad again. (PSPOS$ FO8 5 SECONDS AND EEMIDVE.) What do you think is the msin idea the manufacturer wants to get acroee about TRUE? (PROEE:) What else? (OPEN.POETFOLIO T0TROE_ AD.) Ils. Is there anything in the TRUE ad that you particularly like? (CONTINUE) -- Yee. ---___, . . (SEIP TO Q.12a) -- No lIb. What is there in the TEUEE ad that you particularly like? (PEOEE:). ~ ,c 7/~ 4- ° 42_y3 -43- 44- 12a. Is there anyttling in the TEDE ad that you particularly dislike? 65 - (CO(71+ffiOg) - (SRIP TO 13 ) - Yea ------~ - No -- 2 Q. a 12b. What 1s there in.the TRUE ad that you particularly d1911ke?(PEOEE:) What else? ( J _ L_ 49 O 9p W .P . What else?

tl /t ~~ NATIONALCONSENSUS'SURVEYS 801 Second Avenue Nev York, New York 10017 13- fi PHONE d: 1. Please take a fev minutes togo through the advertisements in this book. Pleaae take as muchtime with each ad as you waTa to. If you ordinarily wear reading glasses,. you'll need them... - (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK EEFORECONTINUING.) 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 book? (PgOBE:) My other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amms ljange--------- 1 Dole Pineapple 1 Luke-_------ -42'j l 2ih BankAmericardpISA --F::V General Electric Washer - Golden Lgte---- Bayer Aapirin------ 3 Hilton Hotels ----- ~ Golden (Uaap.)--- - - 6-_ Bolms Leva.Nover ---- 4 Kawasaki ------------ 4 Kent Golden--- Budweiser ---------- 5 Old Spice Pocket Coiogne - 5 Kent Golden Lights- T- Canadian.Club----- 6 Polaroid Camera------ 6 Keut Lighta------:8- Coca Cola -------- 7 Singer Saving Machinee--~Kent (Unap.)-- - 9 - Concord Watches--- Taster'e Choice ------ 8 Lights (Deep.)-- 0 Crest toothpeaN---Weight Watchers ------ 9 True------- /Y2 #42318W OtheF (SPEGIFY):. (IF NO CIGARETTEBYAHDS MENTIONED ABOVE, ASK Q)3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNREE CICARETTEBBANDS lENTIONED6 SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) . Do you rameebar any ads for cigarettes? 1---- -PWTiat brands do you remember seeing a_da for? . . Any others? Luke -------- 3 Golden Lights -~- 4 Golden (Upep.) ---- 5 Lant Golden ------- 6 Eent Golden Lights -- 7 F.ent Lights - 8 Kant (Unsp.) ------- 9 Lighte(Unap.}-- 0 No ----- 2-11 (SLIP TO~Q.10) Other (SPECIFY):y (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remsmber my ads for any other brands of cigarettes? (16) Yea ----- 1-----V-Whatt branda were they? Any others? Kmt Golden Lights -- 7 ~ Kant Lights ----- 8 .~ (IFTRUENENTIONED IN Q.2,3a, OR 3b, CONTINUE.) Kent (Unep.) ----- 9 w (IFTRUENOT NENTIONED IN Q.2, 3a, OR 3b, SKIP Lights (Uaep~--- 0-. N TO Q.10. - Trua __----_"- : ~ , . . . . Other (SPECIFY): (16) Luke --___~_-- 3 Golden Lights --- 4 Golden (Unsp.) --- S Kent Golden ------ 6

-4- l42318W' P~ 13a. What one brand of cigarettes do you smoke most frequently? (DO NOTREAp BRAND NAMES.) THE STARREDBRANDS MUST BE PROBED; IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Beneon.& Hedges Lights, or ul~ ti-Filter" made by Benson & Hedges?"' - IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, A61C: "Is that gsat or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Rool Milds, orKOoP Super Lights?" Ip L a M, ASK: "Is that L & M, L & M.FlavorLights, or the longer L& M Lighta 100an1" - IF MARLBORO, ASK:"Is that Marlboro or Marlboro LightsY'IF NENPORT, ASK: "Is that Newport or Newport Lights?" IF'OLD GOLfl, ASK: "Is that Old', Gold Filter or 01d Gold Lighte7'r . IF PALL MALL, ASK:. "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lighta?° IF RALEIGH, ASK: "Ia that Raleigh or Raleigh Extra Mild?"- __ IF SALEM, ASK: "Is that Sa1em or Salem Lights?" -- -- IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Ment~ __ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" . (52) Alpine 1 Belnir ___------ ------ -__ 2 -MuLti-Filter By Benson & Hedges 3 Benson & HedgesLighta ----- 4 *Beneon 6 Hedges (Other) -- - 5 Camel Lights ----------- 6 *Camel (Other) ------------ 7 Carlton, ---- _------ --_-- 8 Chesterfield ------------ 9 Decade ___-_------------- - 0 Eve (53) Facc __________________________ I Gau3oisea -_--__--------- - 2 Iceberg 1004e ----------- 3 Kent Golden Lights ------- 4 *Kenc (Other) -_______5 Kaol Super Lights ---------- 6 Kool Miids --------------- 7 *Kool (Other) ----- ---------- - 8 L& M~Flavor Lights ----------- 9 L & M Lights 100mm ------------ 0 *L & M (Other) --------------- x Lark ___-_-_--------------- y (54) Long Johns ------ ----- ------ 1 Lucky Strike _-__-__-____-_ 2 Marlboro Lights ------------- *Marlboro (Other) --------- (54) More ----_--_-_-r-_- _ 7 Newport Lights ------ 8 *Newport (Other) ----- - 9 Now ___-- _-_~~--- 0. Old Gold Lights --- -- x *Old Gold (Other) Y (55) Pall Mall Extra Mild . - 1 *Pall Mall (Other) -- - 2 Parliament U1tre Lights --- 3 *Pari7ament kother) - -- 4 5 ld --- 6 galeigh Extra Mi *Raleigh (other) ---^---- 7 - _ -- 8 Real _-_-_-- Salem Light4 --- 9 •Salem (Other) ----------- 0 --- -- _ Saratoga -- Silva Thins ---- ----- y (56) Tareyton Lights 2. Tareyton Low Tar Menthol ---- 3 *Tareytoa (Other) ---------- 4 True 5 Vanguard --------*-- 6 Vantage 7 Viceroy Extra Mild'~---------- 8 *Viceroy (Other) -------- 4 Virginia 51ime ----------- 0 Winston Lights --- x - Merit _----- -------- -------- 6 •Dlinaton (Other) --- Other (SPECIFY): (57) 1 13b- Is that.filter or non-filterP W11 Filter - - - - - 2 Non-filter ~ 13c. Is that regular, kiag-size, 100cm or the extra-long 120mmT (59 W Regular ----_- .. Ying-siae ----- 2 N ~ 100mm 3 M . 120mm ------- 4 .