Tobacco Documents Online

-s- . t42318v (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EKpOSEPOR 5 SECONDS AlIDRENOVE.) TRUER (PROBE:) What else? What do you think is the main idea the manufacturer vents to gat acrosa about (OPEN PORTFOLIO TOTRIIE- AD.) lla. Is there anything in the TRUE ad that you particularly like? (CONTINUE) - Yea (SKIP TO Q.12a) -- No --- ilb. What is there in the What else? . TRIIEad that you particularly like? (PROBB:)- - Z* 33-(y 3&- 3?- 38- 43-ao 44- 45- 12a.Is there anything in the TRUE ad that you particularly dislike? (46) . . (CONTINUE) - Yes --- 1 - (SKIP TO Q:13a)-- No ----- /F1 i1b. What is there in the TRUE ad that you particularly dislike?~ (PROBE: ~~) What else? 5

# r, #42318W 4. What do you remember about the TRDEadvertisement? (yADgg;)Hhat slae do you remamber7 5. Aside from"wanting you to buy them, what was the message the manufacturer was trying.to get across to you about TRUE? (PROBE:) What else? 24 25 _ 27~~ (IF-RESPONDENT SAYS "DON'T gNO6P'TO Q'.5, SKIP TO Q,1D.) - (RAND 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 tbie.is to you? . 429)- . Extueaely important ----- 6 . Very important ----------- 5 - Somewhat important ------ 4 . . . Somewhat unimportant ---- 3 Very unimportant --- 2 Not at a11 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. (BANDRESPONDENT CARD 8.) - - _ Andy which phrase on this card beat describes how different you think this - message is from other cigarette advertising4-(31) - Extremely different ---- 6 Very different ---------- 5 Somewhat different ------- 4 Somewhat similar -------- 3 • Very similar - 2 . .. g=tremely similar ----- 1 9. (HAND RESPONDENT CARD 9.) s gaeed,on the message, which,phrase on this cardbest describes your interest in trying TRUE cigsrettes4 - (32) Extremely interested -----6 Very interested --------- 5 Somewhat interested --- 4 Somewhat disinterested ---- 3 Very disinterested -------- 2 Extremely disinterested - 1 M 2 tj ~ N ~ O)

i42318N 14. How many cigarettes do you smoke in an average dayt- (60) k) 1 1L2 pac . 9 or lees (lasa than 3/4 k ) - k to pac © 10 to 19 (1/2 pac 20 to 29 (1 pack) ----- 3 . 30 to 39 (1-1/2 packs) -- - -- 4. - 40 or more (2 packs or more) - 5 CLASSIPICATION . 4ow, ; u~t a tew questionu for statisclca l purposes only. ur What was che last grade oF school you completed7 •' (61) . Some grammar school (lst-7thgrad0a) --- Z CrammaT school graduate (8Lh grade) - 2 . . Some high school (9th-llth grades) --- 3 '. - Nigh school graduate (12th grade) -_ 4 A Some college m..tlooo oraA„aro nr heannd --------- (N.L'ID RESPONDENT'CARD 16.) 16. Again, just for classification purposes, which letter on this card includes . your total family income before taxes last year? (62) A. Under $7,500 --^---------1a. $7,500 to 510,000 ------------ 2 C. Over $10,000 to $15,000 -------- D. Over $15,000 to $20,000 . . E. Over $20,000 co $25,000 -----' . p. Over $25,000 ------------^----6 Refueed Y 17. (INDICATE.SE%.) (63) nale ------- ------- ^._____------_ 1 Female ATTACII QOESTIONNAIRE TO SCSEENER. 80-1

r i ~NATIONAL CONSENSUS SURVEYS801 Second Avenue New York, New York 1D017 Y42318W 13- 6 S NANE: JUD~ /',.-yYI7/ PHONE d: 2 I 7-.'44 1. Please take a few minutes to go through the advertisements in this book.Plsaee take as much time with each ad as yousare to. If you ordinarily war reading . glasaas, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT.BACK BEFORECONTINUING.). 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 thebook4 (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARE'CIE ADS '"-(14) Amana i<ange------ ----- 1 Dole Pineappla-------- 1 Luka-------- 3 - BenkAmericard/YISA --- 2 General Electric Washer - 2 Golden Lights--- Bayer Aapirin------ 3 Bolens Lawn Mower --- 4 Budweiser ---------- 5 Canadian Club------ 6 Hilton Hotels ----Y y137 Golden (Unep.)----• _5 Kawasaki ------- ""4 Kent Goldan------ 6-_:. Old Spice Pocket Cologne - 5 Kent Golden Lights- 7- Polaroid Camera------ 6 Eent Lights----~' " 9 Coca Cola ---------~ Singer Sewing I*achinee--- 7- Ken[ (Uwp.)----~- - Concord Watchee------ 8 Taeter'e Choice ------ 8 L7 hte Una .- Crwt soothpasee- 9 Weight Watchers -------- 9 True----- ... . - OtheS (SPECIFY): y (IF NO CIGABETIEBEANIIS MENTIONED ABOVE, ASK Q.3a.) - (IF ONLY ONE OR TWOCIGARETTE.BEANDS MENTIONED, SKIP TO Q.3b.) . (IF ALL TgeEE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGAEETTEBRANDS 1D;NTIONEDABOVE, ASK:) Do you remember my ads for cigarettes7 r .. ~IS) ~wnat.brande do you remember seeing ads for? . Any-others7 = {_.~. Luke --------- 3 Golden.Lights ^-- 4 Golden (USsp.) -- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Unap.) ----- 9 Lights (Unap.}----- 0 True - x Other (SPECIFY): - y No ------ . ~~ 2-~j (SKIP TO V-10) 3b. (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK;) Do you remember any ads for any other brands of cigarettee7 y (16) Yee ----- 1--iWhat brands were they4. Any otheraP (16) Luke ---- 3 No -___-___-- Golden Lights --- - 4 Geldeu (Unsp.) ---- ! Kent Golden ----- 6 Kent Golden Lights - 7 Kent Lights ----- 8 0 ~ CONTINUE ) OR 3b I N 3 Yent (Un ep. ) ----- 9 .~ 0 . , ( a, FTRUE MENTIONED I Q.7, ~ 0 L7 _--- (Un LlghCe ep. (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q 10 True --- . ,) other (SpECIFy) e (li y

-4- 442318W13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READBRAND NAMES.) .. . . . ' THE STARRED BRANDS MUSTEE PROBED:. IF BENSON 5 HEDGES, ASK: "Is that Benson6 Hedges, Benson & Hedges Lights, or u1"M [1-Filter" made by Benaon b Hedges?" IF CAMEL, ASK: "Ies that Camel or Camel Lights?" . IF' %ENT, ASK: "Ies that gent or Kent Golden LighteT" . IFKOOL, ASK: "IsthaC Kool, I(ool Milds, or Kool Super Lights?" IF1 d M, ASK: "Is that L & H, L & MFlavor Lighce., or the longer L d M Lights100®N" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Go1d Llghtnl'~ . - IF FALL MALL, ASg: "Is that Pall Ha1L or Pall Mall Extra Mild7o IF PARLIAMENT,.ASE: "Is that Parliament or Parliament Ultra Lights?" - IFBALBIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALSM, ASK:"Is that Salem or Salem Lights?" -- -- IF' TAREYTON, ASK: "Is that Tareytou, Tareyton Lights, or.Tareyton Low Tar Menthol7n . IF VICEROY,: ASK:. "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK:eIs that Winston orWinaton Lights?" . (52) (54) Alpine ----- ----_--------- 1 Belair _____2 Newport Lights - ---- 8 Multi-Filter By Benson & Hedges 3 *Newport (Other) --- -- 9 Benson~s Hedges Lights ------ 4 Nov ----- -_----------- 0 *Benson & Hedges (Other) ----- 5 Camel Lights ------- ------ -- 6 *Cemel (Other) 7 Old Gold Lights --- - *Old Gold (Other) ------^-- x y (55) Carlton ------ --------- ---_ 8 Pall Mall Extra Mild -- 1 Chesterfield ------------ 9 *Pall Mall(Other) --- 2 Decade ----------- -__-----_ 0 Parllsuenr.Ultra Lights - - - - 3 Doral __-_-___-------------- x *Parliament tother) --------- 4 Eve ------- -_------ ------ - 5 (S~S) h E Mild 6 . xtra RBleig Fact ------- ------------- - 1 *Naleigh(Other) ----------- 7 Gauloieee ------------------ 2 8 Iceberg 100's ------------- 3 9 Kent Golden Lights -------- - 4 *Salem (Other) 0 *Kanc. (Other) ------ ------- - 5 H 6 l S Li h --- - Saratoga x Thi - -- oo uper g ts ---- - na - Silva y Kool Miids---- --_------- - 7 (56) *Kool (Other) ------- ------ 8 L & M Flavor Lights --------- 9 L S M Lights 100mm --------- 0 *L S N (Other) ------------^- x Lark _-_---_-------- - v Tall __------- ---_--------- 1 Tareyton Lights ------^-- 2 Tareyton Low Tar Menthol ---- 3 •Tareyton (Other) -------- 4 True 5 (54) Vanguard ----------- ---___-- 6 Long Johns ------------------- 1 Vantage --____- -------- 7 Lucky. Strike ---------------- Marlboro Lights -------------- •Marlboro (Other) -^---------- 2 3 4 Viceroy Extra Mild ------- 8 *Viceroy (Other) ---------- 9 Virginia Slime -------------- 0 Li Wi ht --- Merit ---------- _----______- nston g s x *Winston (Other) ------- ------ y Other (SPECIFY): (57) 1 13b. Ie that filter or non-filter2 13c. Is that regular, king-size, 100mm or (58 Filter ------ Non-filter ---- O the extra-long 120am7 (59 y gegulsr -------~ W Fing-size ---- 2 N lo0mm ----- 3 ~ 120mm --- -- 4 m