Tobacco Documents Online

I I x. t -3- 442318W (ASK ALL:)~ . . 10. Let's take afew.seconds to look at the TRUE ad agein. (EIPOSB P0k 5 SECONDS APID REMOVE.) . What do you think is the main idea the manufacturer wants to get acrosa about TRUE? (PROBE:) What else? 3 (OPEN PORTFOLIO TO' TRUE- AD.) ' - Ila. Is there anything in the TRUEad that you particularly like? . .. (CONTINUE) - Yea ilb. What is there in the What else? - 12a. Is there anything in the TRUE ad that you particularly dislike? (CONTINUE) - Y _. (SKIP TO 13 ) - ea No -- - Q. a - 12b. What is there in the TRUE ad, that you particularly dislike? (PROBE:) What else? O GI (SKIP TO Q.12a) -- No ------- TRUE ad that you particularly 13ke? (PROBE:) . 38- ~.~- ~ 0- ~ /1mlf 6'Q. ~ 1- .. -~_- ~ 42-36 W

#42318W 14. Howmany.cigarettes do you smoke in an average cayl (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) ------ 1 2 k ) / pac s . 30 to 39 (1- 40 or more (2 packs or more) -------- 5 CTASSIBICATION how, j 13, ustt a:ew questions for statistlcaL purposes oaly. What was thelast grade of school you completed7 • ' . (61) . Some gra®er school (lat-7th gradCs] -- -1 Crammar schooi graduate (8th grade) --- 2 . Some high school (9th-lich grades) ----3 ` . High school graduate (12th grade) ------ Some colle e g (1L1NDRESPONDENT CARD 16.) Collegegraduate or beyond ------------ 16. Again, just @or classification purposes, which letter on thia cardfucludes - your total family income before taxes~lase year? . . . . . (62) ~ ' - A. Under $7,500 ----------------=-~ 1~ .. ..,. R. $7,500 to 510,000 --------- 2 . C. Ovet $10,q00to $15,000 -------- . D. Over $15,000 to $20,000 --------- . . e. Over $20,000 to $25,000 -------- . F. Over $25,000 _~_- ___---- 6 .. . . . .. Refused -_-_-_-__ y . 17. (LNDICATBSEXI) . (63) - Male. ----------- ------- -_-------- -_~ Female 2 AT*rACH QUESTIONNAIRE TO'SCREENER. O ~

, ? '+ 342318W 4. What do you remember about the TRUEadvertiaement4 (PSUSg:) What else dn you remember? . . . . r- , 5. Aside from uanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBB:), What else? 23-Q 23 26 27 (IF RESPONDENTSAYg "DON'T gNOW" TO Q.5, SKIP TO Q.10;). (HAND RESPONDENT CARD 6.) 28 6. Thinking about what you've just told me about the advertising message, what , phrase on this card best describes how important this is to youT (29) . . Extaemely important ---- . Very important Somewhat important ------- 4 fiomevhat unimportant --- 3 Very unimportant ----- 2 Not at all important ----- 1 _ 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertisingmesaage, which phrase on this card best describes how believable thisie to you?(J0) gxtremely believable -----6 Very believable -- 5 Somewhat believable Somewhat unbelievable------3 Very unbelievable ----- 2/ Extremely unbelievable --- 1 8. (RAND RESPONDENT CARD 8.) - And, which phrase on this card best desctibes hoYdifferent you think this . message is from other cigarette advertising? (31) Extremely different ---- --- 6 . Very different ------ -- 5 Somewhat different ---_-----~1 Somewhat similar --- . Very similar -------2 Extremely similar ----- 1 9. (NAND RESPONDENT CARD 9.) 4 Based on the message, which phrase on this card beat describes your interest in trying TRUE cigarettes? (32) Extremely interested - 6 • Very interested ------ 5 Somewhat interested -^-- Someehat diaintereeted - . Very dieinterested --- Extremely disinterested - 1 0 FA M W ~A

r a - t - -4- /42318W- 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) TgESTARRED BRANDS MUSTBE PROBED: IF BENSON BHEDGES,ASK: "Iethat Benson & Hedges, Benson & Hedges Lights, or ulti-Filter" made by Benson b Hedges?" IF CAMEL,. ASK: "Ie: that Camel or Camel Lights?" IFtNT, ASK: "Is tl(at Kent or Kant Golden Lights?" IF KOOL, ASK; "Iathat Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & HFlavor Lights, or the longer L 6 M Liglfta10ommA" 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 LSgLtaT~ - . IF PALL MALL, ASK: "Ia that Pall Ma1L or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament U1tra.Lighta7" - IF FALEIGHY ASK: "Is that Raleigh or Raleigh.Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAEEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Men IFVICEROY, ASK: "In that Viceroy or Viceroy Extra Mild7" . IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpine ________________-_-__ 1 Belair 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Benson & Hedgee(Other) --- 5 Camel LLghte. 6 •Came1 (Other) 7 Carlton 8 Chesterfield ------------ - 9 Decade ___-___--------- -_-_ 0 Doral --------- -___--_-__-_ x (54) More ----^_---_ ..7 Newport Lights - --- 8 *Newport (Other) ---- - 9 Now 0 Old Gold Lights --- - x *Old Gold (Other) -------- Y (55) Pall Nall Extra Mild - 1 *Pall Mall (Other) - - 2 Parliament Ultra Lights---- 3 *Parliament tOther) --- 4 Philip Morris -- ---- (53) Fact ----- -__----------- ___ 1 Gauloisee ------------------ 2 Iceberg 100's ------------ 3 Kent Golden Lights --------- 4 *Kent (Other) _-_____-_____- 5 Kool Super Lights ------------ 6 Konl Miids ----- --------- - 7 *Kool (Other): ------------ B L& M Flavor Lights ------ 9 L & M Lights lOOmm --------- 0 *L. & M (Other) ----------- x Lark ------ -___-_----------- V (54) Long Johne------------------- 1 Lucky Strike --------- ------ 2 Marlboro Lights ------------ 3 •Marlboro (Other) --------- 4 Max! ______5 Merit ------------------------ 6 5 Raleigh Extra Mild ^-- 6 *Raleigh (Other) -----+---- 7 Real -------------- 8 Salem Lighte --------'--- 9 *Salem (Other). ------- 0 Saratoga ------- ^- x Silva Thine ---------- 7 (56) Tall _____----------- 1 Tareyton Lights 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ----------- 4 True 5 Vanguard 6 Vantage 7 Viceroy Extra Mild -- - *Viceroy (Other) -------^---- 9~VirginiaSlima Winston Lights ------- x *Winston (Other) -------- - y Other (SPECIFY): - ' (57) 13b.. Is that filter or non-fllter7 13c. 1 (5 Filter ---- Non-filter ---- King-size ----- 2 100am - - 3 Is that regular, king-size, 100mm or the extra-long 120mn4. geguSar ------ -

t /JNATIONAL CONSENSUS'SUHVEYS 801 Second Avenue New York, New York 10017 P42318W 13- 6 : `-t"- /a.[~ PHONE #: _2l (e ' 3 .SY' FoZ b.r- 1. PlYase take a few minutee to go through the advertieemente in this book. Please take as much tine with each ad as you aar.e to. If you ordinarily wear reading . glaeses, you'll need thea. - (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK gEFORECONTINUING.) 2. Now, I'd like to ask you a few questiona about the ads in the book. What brands or products do you remember seeing ads for in the bookY(PBOBEt) Any other brandsY (DO NOT READ EITHEB'BgAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGAEETTE ADS (14 Amana.3lange------- 1 Dole Pineapple .1 Luke-______-_-_-er BankAm¢ricard/YISA --- 2 General Electric Washer - 2 Goldan Lights--- Beyar Aspirin------- 3 Hilton Hotels------- 3 Goldsn (Unsp.)-r -5 Bolane Lawn Mower --- 4 Kawasaki -------- 4 _ Kent Goldan-- -6 Budweiser ---------- 5 Old Spice Pocket Cologne Lent Golden Lights- k Canadian Club----- 6 Polaroid Camera--- ---{6'] Kent Lighte-----_ E. _' Coca Cola --------~ Singer Sewing Nachines }JT-~~'S)- Kent. (UUap.)----- - 9 _ Concord Watchea------(~J Taster'e Choice --- Lights (Unep.)---O - Crest toothpasaa~--r- 9 Weight Watchere --- = True---- ~- - . - Other (SPECIFY): (IF NO CIGABETTE'BNANDS NENTIONED ABOVE, ASK Q..3e.) (IF ONLY ONE OR TWO CIGAEETTE.BEANDS MENTIONED, SKIP TO Q.3b.) (IF 415. TNEEECICAHETTEBgANDS 1ffiNTIONED6 SKIP TO Q.4.) 3a. (IF NO CIGAKETTS BRANDS NENTIONEDABOVE, ASK:) - Do you remmber any ads for cigarettes? 1--:FW~et brande do youu remember saeing ads for? Any others? Luke 3 Golden Lights ----- 4 .. Golden (UaaP.) ------ 5 Kent Golden 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Unep.) -- - 9 Ligbta(Uaee4---- 0 True s Other (SPECIFY): No ----- 2------) (SKIP TO'Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASA:) 3b. Do you remember any ade for any otherbranda of cigarettee? (I Yee.------- -~Nhat brands were they? Any others? (16) Luke 3 . No --------- 2 Golden Lights --- 4 .. Celden (Unep.) -- gent Golden ----- S ~ Kent Golden Lights - - Kent Lights ---_-_ 4a (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) geat (Unep.) ---- 9 "D Llghte (UnaP.~---- O,p (IFTEUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 ) True z0 . Other (SPECIFY): v .