Tobacco Documents Online

a f42318W 10. (aSK ALL:) Let's take a few eeconds to look at the TRUE ad again. (EXPOSE POR 5 SECONDS A2ID REl'AVE.) What do you think ie the main idea the menuEacFurer vents to get across about TRUE? (PROBE:) What elaeY i .t nD. T re~- 1 r l 33-Y. T -94- w~ 35-.5 38- lla. (OPEN PORTFOLIO TO- TRIIE. AD.) Is there anything in the TRUE - ad that you particularly'likel (39) . (CONTINUE) - Tea ---- (SKIP TO Q.12a) -- No ------- ~ What is there in the TRUE ad; that you particularly like? (PBOgE:)- What else? 40- 41- 42- 43- 44- Is there anything in the TRUE ad that you particularly dislike? 45- (46) 12a. (CONTI9UH) - Yee -- (SKIP TO Q.13a) - No 12b. lalsat is therein the What else? TRUE ad that you particularly dislike? (PBDBE:) I i

f42318w 4. What do youremember about the TRUE advertiaamaat8 (PgOB6:) What dae do you remember? .,,..~ e 19-I O 5. Aside from vanting.you [obuy them, what wae the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 10.) T RNOW (IF RESPONDENT'SAYS ' " DON " ' TO Q.5, SKIP TO Q. (HAND RESPONDENT CARD 6.). 6. Thinking about what you've just told me about the advertising message, what _ phrase on this card beat describes how important this is to you? -(29)Extnemely Lmportant ---~6 _ Very important -- -- S••S/- - Somewhat important ------- 4 .. . Somewhat unimportant --- 3 Very unimportant ------ 2 Not at all 3mportant --- 1 7. (tlAND RESPONDENT CARD 7.) Again, thinking about the advertisingmessage, which phrase on this card beat describes how believable this is to you? --- (30)- -Sxtremely believable Very believable - ~- . Somewhat believable - Somewhat unbelievable ------ 3 . Very unbelievable ------- 2 . Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD 8.) And, which phrase on this card beat describes how different you think thie--- message is from other cigarette advertising? -(31) Extremely different -----_6 . Very different ----------- 5 Somewhat different ------- 4 Somewhat similar ------ Extremely similar ----- Very similar 9. (BANDRESPONDENT CARD 9.) Based on the message, which phrase on thie_ card best describes your interest ia trying TRUE cigarettes? (32) Bxtremely interested ----.6 - Very interested ~ .. . .. . . -28 Somewhat disinterested -- Somewhat interested Very disinterested -----~2 ~- Extremely disinterested -- 1 0 M ,P. N - _ ' " v - . . . ~ .O ~.

14. #42318W Hoamany cigarettes do you smoke in an average day7 (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) ---- -- 3 . 30 to 39 (171/2 packs) -- ~ 40 or more (2 packs or more) CIASSIFICATION hov, )'oac a:ewquestions for atatistical purposes only. 35. Vhat was cheiast grade uf school you completed7 • (61) Some grammar school (let-7th gradCs) --- Z Cranwar school graduate (8th grade) --- 2 Some high school (9th-llth grades) -- 3 High school graduate (12thgrade) ------ S o m e c o l l e g e - - - - - - - - - - - - - - - - - - -' Collegegtaduate or heyond' ---------- 6 (&iND RESPONDENT CARD 16.) 16. Againy just for classification purposes, which letter on this card.includee your total family income 6efore taxes last year? (62) - A. Under $7,500 --------------- 1 B. $7,500 to 510,0D0 ------------ 2 C. Over $10,400 to $15,000 ----- --- 3 . 0. Over $15,000 to $20,000 ----- . . E. Over $20,000 to $25,000 ------ . . . F. Over $25,000 17. ([NDTC4TE'.SEX.) Male. Female _-______----_----- ATTACN qUESTi0NNA1RE TO SCREENER. 80-1

#42318W 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND : NAMES.) THE STARRED BRANDS.MUST'BE PROBED: IF BENSON & HEDGES', ASK: "Is that Benson & Hedges, Beneond pedges Lighta, or ulti-Filter" made byBeneon 6Hedges?O . IF CAMEL, ASK: "Is that Camel or Camel Lights?" - IF KENT, ASK: "Is taat Yeat or Rant Golden Lights?" IF KOOL,ASKc "Is-that gool, Keel Milds, or Kool Super Lights?" IF L 4 M, ASK: "Iss that L & M, L & N Flavor Lights, or the longer L 6 M Lights 100r7" IF MARLBOHO, ASK: "Is that Marlboro or Marlboro Lights7"' - IF NEWPORT, ASK:"Ie that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Gold Lightsl'~ . .. IF PALL MALL, ASK: "Is that Pall Mall or Pa11 Mall Extra Mild?" IFPARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lighta7" IFRALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" -- - IF SALEM, ABK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lighte, or Tareyton Low Tar .. MenthollR . .. - IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" _ IF WINSTON, ASK: "Is that Winston or Winston LighteY^ (52) Alpine ------ ---- --------- -_ Belair ------ --_-------- -__ Multi-Filter By Benson & Hedges Benson & Hedges Lights ----- *Beneon d Hedges (Other) ------ Camel Lights *Camel (Other) ---------------- Carlton ------ --------- -__-_ Chesterfield ------------ Decade _-___----- -_______- Doral ---- -___------------ -_ Eve ------ -------- ----- - y (53) Fact ---- -__------------- - 1 Geuloisee---------------- --- 2 Iceberg 100's ----------- 3 Kent Golden Lights -------- 4 *Kenc (Other) 5 Kool Super Lights -------- 6 _ Keel Mdlds 7 *Kool (Other) ---------- L 6M Flavor Lights ---------- L & M'Lights 100mm ----------- 0 *L & H(Other) _------ ----- - x Lark ------ -_- _------------ y (54) Long Johne 1 Lucky Strike --------- ----- -_. 2 Marlboro Lighte. ------------- 3 *Marlboro (Other) --^------ 4 M - ----------- ------ ------ 5 Merit ------------------------ 6 (54) Newport Lighte^--------- 8 •Newport (Other) --- - 9 Now 0 Old Gold Lights --------------- x *01d Gold (other) -~------- Y (55) Pall Mall Extra Mild -- 1 *Pall Mall (Other) --- 2 Parliament Ultra Lights ---- 3' *Parlianent tother) --------- 4 Philip Norris --------- 5 Raleigh Extra Mild ---6 *Raleigh (Other) -- - - 7 geel 8 Salem Lighta ------------- 9 *Salem (Other) 0 Saratoga -- --- x Silva Thins --------- y f56) Tall ------ -__--__I . Tereyton~Lighta 2 Tareyton Low Tar Menthol ------ 3 aTareyto¢.(Other) ---------- 4 True -_-_-_-__-___5. Vanguard --------------- 6. Vantage 7 Viceroy Extra Mild --------- B *Viceroy (O[her) --------- 9 Virginia Slime 0 .' Winston Lights ----------- x •Winston (Other) --------- y. Other (SPECIFY): . (57) 1 13b. Is that filter or non-filter? (5 - Filter --------- 13c. Non-filtar -- 2 0 N Is that regular, king-size, 100mm or the extra-long 120mm7 - (59) CD Regular 4 King-size .. l00um . 120m4 .N .

a BATIDNkL.CONSENSUSSURVEYS 801 Second Avenue Nev York, New York 10017 13- 6 NANE: z4v.U.1141 Y~ PNONE'. d.: Z/L - lfPl' dt jo 7 1. Please take a few minutes to go through the advertlaementain this book. Please take as much tine with each ad as you aara to. If you ordinarily vear reading glasaea, you'll need them. ' (HAND RESPONDENT PORTFOLIO AND TAKE IT BACKBEFORE.CONTINUING.) 2. Nov, I'd like to eak you a few questions about the ads 1n the book. What brands or products do you remember seeing ads for in the book? (PgOBEt) Any other brande4(DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana ~ange------ 1 Dole Pineapple __----- -__ 1 Luke-------- 3 BankAmericard/VISA --- 2 General Electric Washer --~J Golden Lighta---- Bayer Aepirin------ 3 Nilton Hotels ----- `-~ Golden (Unep.)---- S. Bolena Lawn Mower --- 4 Kawasaki ----------- 4 Kent Golden------ 6---:: Budweiear --------- OId Spice Pocket Cologne - 5 Kent Golde.n Lighta- -7- - Canadian Club---- Polaroid Camera------- 6 Kent Lighte----8 - Cone Cola -------- Singer Sewing Nschinea--- 7- Kent (Uaap.)--- "9 _ Concord Watches---- Taater'a Choice ------- 8 Lights (Unep.)-- 0 Crest toothpembe - Weight Watchers -------- 9 True---- -----~A 4r #42318W Other (SPECIFY): , (IF NO CIGAg8TT8BKANDS MENTIONED ABOVE, ASR Q..3a.) (IF ONLY ONE OR TWO'CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TN8E8 CIGAeETTBBRANDS NENTIONED6 SKIP TO Q.4.) . 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK;) - Do you remember any ads for cigarettes? HS) 1-iw.et brands do you rememtier seeing ada for? Any others? -_.. ' .. . Luke --------- 3 Golden Lighta ----- Golden (unep.) ---- S Kent Golden ---- 6 Kent Golden Lights -- 7 Kent Lights - 8 Kent (Unep.) ------- 9 . Lighte(Ueap.1--- 0 True r Other (SPECIFY): . . No ----- 2 t (SKIP TOQ.10) r..; / (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASKtJ 3b.. Do you remember any ads for any other brande of cigarettes? (16) Yes ------- 1~-)What brands were they? Any others? (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN'.Q.2, 3a, OR 3b, SKIP . TO Q.iO~.) Luke --___-- Golden Lights Golden (Uaep.) -- Kent Golden Kent Golden Lights -- Kent Lights ---- Rent (pnsp.) Lighta (Unap.)---- Trua --_---_-_- Other (SPECIFY): 7