Tobacco Documents Online

If , #42318W (ASH ALL:) - 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOg 5 . SECONDS AND gENOVE.) What do.you think ia the main idea the manufacturer veats to get across about TRUE? APROBE:) What else? 3e- / J (OPENPOETFOLIO TOTRUE. AD.) lla. Is there anything ia the THOE' ad that you particularly like? (CONTINUE) - Yes --- llti.What is there in the What elae4 TRUE (S&IP TO Q.12a) -- No - ad that you particularly like? (PROBE:) .49= 44- 45- 12a. Is there anything in the TRUEad that you particularly dislike? (46) . . (CONT?NUE) - Yes ----- 1 (SKIP TO Q:13a) - No ----- :2b. What is there in the TRUE ad that you particularly dislike? (PEOHE:) What else? . 4

/42318A, 14. Eow many cigarettes do you smoke im 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) ------- ~ . = . 30 to 39 (1-1/2 packs) -- 40 or more (2 parks or more) - CIASSIFICATION Sowy j ust a:ew questions for statistical purposes oaly. 151 What vas' the iasc grade of school' you.completed7 - (61) (tL1NDRESPONDENT CARD 16.) some gra®ar school (lat-7th grades) ---"1 Crasmar sehool graduate (8th grade) ---- 2 Some high school (9th-llth grades) --- 3 High school graduate (12th grade) ------ 4 Some college ---- --------- ---- -- ~ College graduate.or beyond ----------- 6 _ 16. Again, just for classification purposes, which letter onthis card includes . your total family income before taxeslaat year? (62) A. Under $7,500 1 B. $7,500 to S10,000------------ 2 c. over $10,000 to $15,000 ---------- 3 D. Over $15,000 to $20,000 -------- 4 E. Over $20,000 co $25,000 ------5 F 000 -----_____~-~---- Over $25 ~ . , Refused y 17. (LNO[CATE SEX.) Female Nale ___------- ------- -_-_-_____ ATTACH QUESTiONNAlRE TO SCREENER. 6

.1 i A42318W 4. What do you remember about the TRUE advertiesment?. (PR08Ei) What else do you:remember? ?2. 5. Aside from wanting you to.buy them, what wae the ryessage the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? 23 24 25 27- (TF'RESPONDEIDTT SAYS "DON'T KNOW" TO Q.S, SKIP TO Q.10.) (HAND RESPONDENT CARD 6.)'. ' - - 6. Thinking about what you've just told me about the advertising meseage,what _. phrase on this card best describes how important this is to you? . -(29) .. Extnemely important ----- 6 . . . Very important -------- 5 Somewhat important ----- 4 . gomewhat unimportant -` ---~ -- Very unimportant --- ~-- 7. Not at all important ------ 1 (HAND RESPONDENT'CA[tD 7.) - Again, thinking about the advertisingmeeaage, which phrase on this card best describes how believable this is to you? -. (30) Extremely believable ----6 Very believable ----- 5 Somewhat believable --- (~ Somevhatt unbelievable ---- ~` . Very unbelievable --------- 2 Extcesely unbelievable -- 1 B., (HAND RESPONDENT CARD 8.) And, which phrase on this card best describes how diffetent you think this - -' message is from other cigarette advertising? .,,(31) - Extremely different ------ 6 . . Very different ------- 5 Somewhat different -------.4 - Somewhat sisilar ---- ----- 3 . Very.similar -------'~ E:tremely similar ------- 1 9. (HANDRESPONDENT CARD 9.) t Based on the message, which phrase on this card beat describes your interest 1n trying TRUE cigarettes? - (32) Et[tremely interested ----6 Very interested ------ 5 - Somewhat interested -----~- - Somevhat disinterested ---- 3 Very disinterested ----- 2 Extremely disinterested -- 1 p M ~ W N m W

V r'NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 #42318W ~ ~ 13- 6 NANE:~. PHONE #: 1. Please take a few minutes to go through the advertisements in this book•Pleeae take as much time with each ad as you aara to. If you ordinarily uear reading glaesea, you'll needthem. - (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. gov, 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 hook? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES'OR PRODUCT CATEGORIES.) GENERAL ADS Amana Raage-_------- <;Lj Dole Pineapple 1 BankAmaricard/VISA --- 2 General Electric Washer - 2 Bayer Aepirin------ 3 Hilton Hotels ------ 3 Bolena Lavn Mower ---- 4 Keraeaki ---------- 4 Budweiser -------- 5 Old Spice Pocket Cologne - 5 Canadian Club------ 6 Polaroid Camera---- 6 Coca Cola ------- 7 Singer Seving Machines -- 7 Concord Watches---,f;P Tester's Choice ------- 8 Crest eoothpaaEe- 9 Weight Watchers -------- 9 CIGARETTE ADS (14) Luhe------ 3 Golden Lighta---- Golden (Unap.)-- -S _ Kent Golden------ 6.°- Lent..Goldea Lights-__T- Kent Lights-----_- 8 . Kent. (Unsp. )----- 9 .. Lights (Unap.)--- 0 OtheY (SPECIFY): . . (IF NO CIGARETTE'BBANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNBEE CIGARETTE BRANDS IODiTIDNED6 SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? 5 brands do you remenber seeing ada for? - . Any others? Kent Golden ------- §.~ Kent Goldea Lights - C~_- Kent Lights -------- 8 Kent (Uneps) -- 9 Liete 0 Luke Golden Lighte Golden (Unsp.) Other (SPECIFy): y No ---- 2-y(SKIP TO Q'.10) (IF "ONE" OR."TM110" CICAgETTE BRANDS NENTIONED, ASK:) 3b. Do you remsmber eay ads for any other brands of cigarettes? (16) Yee --- 1-3-What brands were they? Any others? (16) Luke -_-___-~_- 3 Golden Lights ----- Belden(Unep.) -- Kent Golden ------ 4 5 6 p gent Golden Lights -- 7 ~ Kant Lighte --------- 8 ~ (IFTRUEMEBTIONED IN Q.2.3a, OR 3b, CONTINUE.) Kent (Unsp.) - - 9 ~p LigAte (Unep.3--- 0 N (IFTRUENOT MENTIONED IN Q.2, 3a, OR 3b, SKIP GO TO Q.10,) .. True N Other (SPECIFY):

~ 1 -4- 642318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READBRAND NAMEST TgE STARRED BRANDS MUST BE PROBED: IF BENSON & REDGES, ASK: "Is that Benson 6 Hedges, Benson & Hedges Lighta, or lti-Filter"`made by Benson & Hedges?" IF CAMEL, ASK: "Iethat Camel or Camel Lights?" . IF KCNT, ASK: "Is ttµt Yent or Yant Golden Lights?" IF KOOL, ASK: "Is that Nool, Koo1 Milds, or Kool Super Lights?" IF L & M, ASK:^ls that L & M, L & M Flavor Lights, or the longer L& M Lights 100mm?" . IF MARLBORO, ASK: "Is that Marlboroor Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IFOLDGOLD, ASK: "Is that Old Gold; Filter or Old Go1d . Lights?" IF PALL MALL, ASK: "Is that Pall NaLl or Pall Mall ExtraHild2" IF PARLIAMENT, ASK: "Is that Parliament or Parli®ent Ultra Lights?" IF RALEIGH,. ASK:. "Is that Raleigh or Raleigh Extra Mild?" IF SALFH, ASK: "Ia that Salem or Salem Lights?" IF TABEYTON, ASK: "Is that Tareyton, Tareyton Lights, or.Tareyton Iov Tar _ Henthol7~ - IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mildt" _ . - IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpine -^_____-------------- I Belair _______2 Multi-Filter By Benson & Bedges3 Benson & Hedges Lights ------ 4 *Beneon S Hedges (Other)---- 5 Camel Lights ------------- 6 •Camel (Other) ______-7 Carlton ---------------- 8 Chesterfield ---------^- 9 Decade ------- -_----------- _ 0 . Doral ----- ------ x Eve -------- ----- --------- - (s3) Fact ----- -__----- -________ 1 Gauloieee ---------------- - 2 Iceberg 100'a -------------- 3 Kent Golden Lights ------- 4 *Kent (Other) 5 Fnol Super Lights ----------- 6 Koo1 Milds -----^----- 7 *KOOl (Other) 8 L& M Flavor Lighta ----------- 9 L e MLights 10omm ------------ 0 •L 6 M(Other) -- . ----- ----- -- r Lark ---------- ------------- y (54) Long Johns -____-___---- 1 Lucky Strike ---------------- 2 Marlboro Lighns, ------------- 3 *Marlboro (Other) ----------- 4 Max __------------ ---------- 5 Merit _____________--------- 6 (54) Newport Lights ---------- 8 . *Newport (Other)----- - 9 Now ------- -__-_ 0 - . Old Gold Lights ---------- x *01d Gold (Other) --------- Y (55) Pall Mall IDcera Mild --------- 1 ~ *Pall Mall (Other) ------^--- 2 Farliament Ultra Lights ------ 3. *Parliament rOther) - 4 Philip Morris -- --^- 5 Raleigh Extra Mild --- 6 *Haleigh (Other) ----~-^-----' 7 Real ---_-----__-+---_~ 8 Salem Lighry ------- 9 *Salem (Other) ------------ 0 Saratoga z Silva Thina ------------- Y _. .~__._._..-~.,_ ~-._ ......, -(5g) Tall. _-____I .. Tareyton Lights ------- 2 Tereytos~Im+ Tar Menthol ---- 3 *Tareytom (Other) ----------- 4 .. True -------- -__S.-. . Vanguard. -_____..-_-__- s~_ Vantage 7 Viceroy Extra Mild ----^ B~ *Viceroy (Other) ---------- 9 Virginia Slime ---------- - 0 - Winston Lights ------------ a *Winaton (Other) ----------- y Other (SPECIFY): (57) 1 13b. Iethat filter or non-filter? -(5g3--1 Filter ------ ~1L1- Non-filter ----- 2 0 13n. - King-eize ------- 2 100m 3 . 120mm 4 . Regular ------ - Is that regular, king-sise, 100mm or the extra-long 120mm? (59 . CA