Tobacco Documents Online

i4231EH (ASBALL:) 10. Let's take e few aeconds to look at the TRUE ad again. (E10POSE FOR 5 SECONDS AND RENOVE.) . What do you think is the maim idea the aanufacturer vants to get.acroea about TRUE? (PROBE:) What else? ! Y-! 1Lz.C.- +['G~a....3' L1_-.Q .lo-uJw.•%lrn. • 33-59 3~ 3 37- 38- (OPEN PORTFOLIO T0TRE- AD.) 11a. Is there anything in the TRUEad, that you, particularly like? (CONTINUE) - Yea (SKIP TO Q.12a) -- Bo 116. What is there in the TRUE' ad that you particularly like? (PEUBE:)' - What else? _ ts-t'_nJ 'nD 42-,1,~ ~ 44- 45- 12a. Is there anything in the TRUE adthat you particularly dislike? (46) . .. (coN}+Ixus) - Yas --- 1 -(SEIP TO Q.13a) - No -----~2 12b. What is there in the TRUE ad that you particularly dislike? (PEOBE:) - What else?

#42318W 14. gowmany.cigarettes do you smoke in 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) - ---- 3 . 30 to 39 (1-1/2 packs) - 4 40 or more (2 packs or more) -~ CLASS'FICATTOW how., ;usc a iew quescions for scatisticali purposes oaly. ur What was theiast grade of school you completedl • (61) Some gramar school (let-7th grades) -- 7. Grammar school graduate (8ph grade) --- 2 Some high school (9th-llth gradea) --- 3 High school graduate (12th.grade) --- _ Somecollege Collegegtaduate or beyond--- -------- JS ~j~~') _ (NAND RESPONDENT CARD 16.) 16. Again., just for classification purposes, which letter on thia cardincludea your total f ll i b - y am ncome efore taxes last year? (62) - A. Under $7,500 -------------=-1 B, $7,50o to 510,000 ------------ 2 , . C. Over $10,400 to $15,000 -------- 3 . D. Over $15,000 to $20,000 ---------v 4 . . E. .. F. Over $20,000 to $25,000 - - - - - __ ~ Over $25 000 , Refused ----- ---_--_-~_--- Y 17. (ANUSChTESE%.) Male__----- ---------- ---------- - Female -_--_____----_--_--_---- ACH QUESTLONNAIRE TO SCREENER. 80-1 1

54231gW 4. What do you rememberabout the TRUE advertisement? (PROBE:) What alee do you remed:er? 4i- ~ 19-a ae- .aL. e2a. 5. Aside from wanting you to buy them, what was the message the manufacturer we trying to get across to yqu about TRUE? (PROBE:). What else? ~ -ra 23-9 -24=1.. .. . . _ . .. _ . 2 26 (IF RESPONDENT SAYS DON TO Q6S, SKIP TO Q.10.) T KNOW " ' ° (NAND RESPONDENT'CARO 6.) 6. Thinking about what you've Just told me about the advertising nessage, what 27 2 phrase on this card best describes how important this is to you7 (29) _ - . 7'. (RAND RESPONDENT CARD 7.) Extuemely important ------ 6 Very important ------- 5 Somewhat important ------ 4 Bomevhat unimportant --- 3 Very unimportant - Not at all important --- Again, thinking about the advertising message, which phrase on this card best deacribes how believable this is co you?. -_ (30) - Extremely believable -----6 Very believable -- Soneahat believable ---- Somevhat unbelievable ---= Very uabelievabls------- 2 . . Extremely unbelievable --- 1 a. (HAND.RESPONDENT CARD 8.) And, which phrase on this card beat describes how different yau think this - - message is from other cigarette advertiefng?; ,._ - . .__ _ .. . (31) - Ectremely different ----- 6 ------- .. . Very different Sonewhat different --- gomevhat sivilar ------- Very similar ----------- 2 E:tremeLy siuilaT --------- 1 9. (HAND RESPONDENT CARD 9.) .1 Baeedon the message, which phrase on this card beat describes your interest in trying TRUE cigarettes7~ - (32) Bxtremely interested----• 6 -Very interested ------- 5 Somewhat interested - -- 4 Somewhat disinterested ---- - Very disinterested --- E:tremely disinterested -

r w 1 1 -4- 442318W 13a. What one brand of cigarettes do you amoke moat frequently? (DO NOT READ BRAND NAMES.). T16 STARRED~BRANDS MUST BE PROBED: - IF BENSON & HEDGES, ASK; "Is that Benson S Hedges, Benson & Hedges Lights, or Nul~ti-F11ter" made by Benson & gedges?"' IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Ie that Feat or Kent Golden Lights?" IF KOOL, ASK; "Is that Kool., Kao1 Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L 6 N Lighta~ 100mmY' IF MARLBORO, ASK: "Ls that Marlboro or Marlboro Lights?" IFNEWPORT; AS%: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Gold Ligh~ts?'r . IF PALL MALL, ASK: "Is that Pall Mall or Pall Ma11 Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ie that Raleigh or Raleigh.Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" - IF TAREYTON, ASK: "Is that Tareytom, Tareyton Lights, or Tareyton Lov Tar MentholYR . IF VICeROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" ,_ . IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpine -___-__- Belair ___----------- -_ 2 MuLti-Filter By Benson & gedges Benson & Hedges Lights ----- 4 aBeneon & Hedges (Other) ---- 5 Camel Lights --^------- 6 *Camel (Other) ---------- -_-_- 7 Carlton ------------------ -_ g Chesterfield ----______---- 9 Decade _------- -------- -_-_ 0 Eve___________________________(5„) Fact -------- --------- --_-_ ~1 Gaulodaee ---- -------- ----- - 2 Iceberg 100's ---------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) 5 gool Super Lights ---------- 6 Kool Miids --------------- 7 *Kaol (Other)' - ----------- 8 L & M~Flavor Lights---------- 9 L6 M Lights 100mm ----------- 0 *L & M (Other) ^-----^---- x (54) Long Johns-------- ---___----- 1 Lucky Strike ---------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------ 4 (54) More -___--------- -^_-_- 7 Newport Lights -- ----- 8 *Newport (Dther) ----------- 9 Now 0 Old Gold Lights ------- x *Dld Gold (Other) ----------- Y . (55) Pall Mall Extra Mild ------ *Pa11 Mall (Other) Parliament Ultra Llghts--- *Parliament YOther) -------- Philip Norris Raleigh Extra Mild *Raleigh (Other)-------^^--- Real SalemLlghts ---_-_-----_~ 9 *Salem (Other) ------------ 0 Saratoga ----------'--' a Silva Thfns ------------ Y.. (56) Tall -------- ----- -_------- - 1 Tareyton Lights --------- 2 Tareyton Low Tar Menthol ---- 3 *Tareyton (Other) -------- ----- 4- True ------- -------- 5 Vanguard -------- ----- --~_ 6 Vantage --------- ^------ --_ 7 Viceroy Extra Mild - - - - - - - - 8 *Viceroy (Other) ------------- 9 . Virginia Slina ___-________-__ . 0 Max ----------- ------------- - 5 Winston Lights ------------- x Merit ----------------------- 6 *Wineton (Other) ---------- y Other (SPECIFY): . (57) 3 13b. Is that filter or non-filter? () Filter Non-filter ----- 2 0 13t. 100am or the extra-long 120mn7 (59) -e1¢e kin Is that re ular ~ ~ , , g g Aegular -------- 1 . King-efze _-___- . l0omm . 120mm ----- ----- 4 . ~

Y ~eNATIONAI CONSENSUS SURVEYS 801 Second Avenue New York, New York 10010 i42318N 13- 6 NAlB:: f-._X PRONE d: Z/~ 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you sere to. If you ordinarily wear rsadingglasses, you'll need them. (HAdD RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. NowP I'd like to ask you a few questions about the ads in the book.. What brands or products do you remember seeing adefor in thebook4 (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NANES'OR PRODUCT CATEGOBIES.) GENERAL ADS CIGARETTE ADS ( 4) Amana Ijange--------- Oole PineaPple 1 BankAmericard/VISA -- Geaeral Electric Washer -- 2 Golden Lights---- Bayer Aap3rin------ FU1tonHotela --------- 3 Golden (Uaep.)---- _-5 Bolene Lawn Hower - Kawaaski -------------- 4 Kent Golden---- b<`_:= - Budweiser ---------- Old Spice Pocket Cologne -_;, Kent Golden Lights-7-- -_ Canadian Club------ Polaroid Camera-----l4nt LigAts----- 8 Coca Cola ---- 7 Singer Sawing Machines ---~__"'TTT Kent (Ilasp.)----~ - 9 _ ConcordWatches----- 8 Taeter's Choice ---- Lights (Una .)--~ 0 ----- - 9' True---------[°f~ -- Crest teothpases-.---- 9Weight Watchers ._ Other (SPECIFY): ~ - (IF NOCIGAEETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR.T1i0 CIGARETTE BBANDSMENTIONED, SKIP TO Q.3b.) (IF ALL ® CIGARETTE BRANDS NHNTIONED, SKIP To Q.4.) 3e. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do yoo remember my ads for cigarettee9 f15) ` brands do you remember seeing ads for? Any others? No ---- 2--j (SKIP TO Q.10) Golden (Unep.) ------ Kant Golden Kent Golden Lights -- Kent Kent Lights Kent (Unsp.) Lights SUasp.f----- ~ Luke ----- 3 Goldan Lights ----^- 4 6 7 B 9 0 True s Other (SPECIFY): y (IF "ONS" OB "TM170" CIGARETTE BRANDS MENTIONED. ASK:) 3b. Do you remember eny ads for any other brands of cigarettes? (16) Yes ------ 1-iWhat brands were they? Any others? (16) 3 No --------_ IF TRUE MENTIONED IN Q~2, 3a, OR3b, CONTINUE.) Colden Lighta ------ Gelden (Unep.) -- Kent Golden ----- Kent Golden Lights - Kent Lights ----- Kent (Unsp.) ----- Lighta (Unep.2---- 4 . 5 p 6 N 7 Py 8 A 9 N a 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q ) 10 True _ x . . Other (SPECIFY) .