Tobacco Documents Online

842318W (ASK ALL:). M Let's take a few seconds to look at theTROE ad again. (E%POSE FOR 5 SECONDS AND EElY7VE.) What do you think is the main idea the maaufacturer wants to gotacrosa about TROE?(PEOSE:) What else? 34- y 35-s 1 38- . lle. (OPEN PORTFOLIO TO- TRUE AD.) Is there anything in the TPAEE ad that you particularly like? -_ . (39) . . . (CONTINUE) -- Yae ---- © .. . (SKIP TO Q.12a) -- No ------ ilti. . What is there in the TEUEad', that you particularly like? (P80EE:) What else? - 40- 41- 42- 43- 44- 12a. Ie there anything Sn the TaUE' ad that you particularly dialike7 45 - (4§) ' (co~all+uE) - Yee ---- (;l (SKIP TO Q.13a) - No -------- 2 :2b. What is there in the TRUE ad that you particularly dislike? (PgOeE:) What else? C&-at k &-PC4L ~-L &.<.M,r ~- _ -" ~'L ^ • a /TL - !r+ ~~ ~ 60. .E O,z ne4 49 0

A42318W 4. What do you remember about the TRUE advertisemeat2 (FHOBg:) What elae doyou ram.a6er7 5.. Aside from.wanting you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PRABE:) What else? 7 1B 19 2 - - 2 _Z~. - 27-J -~ (IF'RESPONDENT 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 meesage, what phrase on this card beat describes how important this is to you? (29) Eataemely important ----- 6 Very Important ----------- 5 Somewhat important ------- 46omewhat unimportant ---- 3 Very unimportant ----------- 2 Not~at all important ---- 1 7. (BANDRESPONDENT CARD 7.). Again, thinking about the advertising meesage, which phrase on this card beat describes how believable thisie to you? (30) Extremely believable ----6 Very believable -------- 5 . Somewhat believable ----- 4 Somevhat uabelieveble ---3 . Very unbelievable ------ 2 . . Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD 8.) And, vhichphrase on this card best describes how differen.t you think this message is from other cigarette advertising? (31) Extremely different -------- 6 . Very different --------5 Somewhat different - - 4 Somewhat similar ---- ----- 3 " _ Very similar -------- 2 Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9'.) 1, Based on the measage, which phrase on this card beat describes your interest i(n32)tryiag TRBEcigarettea7 -. Extremely interested ------ 6 ' Very interested ------- 5 Somewhat interested ----- 4 Somewhat disinterested ---- 3 Verydisintereeted ------ 2 Extremely disinterested -- 1 O M 2 W W . H F+

14. 40 or more (2 packe or more) -- 5 CLASS:FICATZON .%ou, l~st a:ewquescSons for statistical purposes only. 35• yhat vae the last grade of school you complete47 • ". (61) Somegramesr school (lst-7th grades) --- -1 Grammar school graduate (8th grade) --- 2 somehigh school (9th-llch grades) ----- 3 High school graduate (12th grade) ----__ Some college ___________ llege graduete or beyond ----------r 6 Co #42318W How many cigarettes do,you smoke in an average dayP (60) 9 or less(lese than 1/2 pack) ----- 1 10~ to19 (1/2 pack to 3/4 pack) - - - - - - 2 20to29 (1 pack) --- ----- k 1/2 ) 3 ~ pac e 9 (1- 30to (141ND 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. Onder $7.500 1 8. $7,500 to 510,000 ------------- 2 C. Over $10,p00 to $15,000 ----- ----- 3 D. Over $15,000 to $20,000 --------- E. Over $20,000 to $25,000 - - - - - - (D F. Over $25,000 6 Refused y 17. (1NU[CATESEX.) (63) Male __--------- ____-_-___--____-_ 1 . Female ---___----_-_---__-__.2 .. ATTACH QUESTIONNAIRE TO SCREENER. l 80-1

, l -4- 042318W- 13a. What one brand of cigarettes do you smoke.msoat frequently? (DO NOT flgADBBAND NAMES. ) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Iethat Benson & Hedges, Benson & Hedges Lights, or ul" made by Benson & Hedges?" IF CAMEL, ASK: "ls that Camel or Camel Lights?" IF KENT, ASK: "Ie that Yent or Kent Goldea Lights7" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" . IF L& M, ASK: "Is that L & M, L.6 MFlavor Lights, or theloager L 6 M Lights 100mm2". 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 Go1dFilter orpl& Golrl. ISghte IFPALL PALL, ASK: "is that Pall Meiil or Pa11Ma11 Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights7^ IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton,. Tareyton Lights. or Tareyton Low Tar MentholY~. . . IF'VICE80Y, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpine 1 gelair ---- -__- ------- -__ 2 Multi-Filter By. Benson & Bedges 3 Benson & Hedges Lights ------ 4 *Beneon & Hedges (Other) ----- 5 Camel Lights 6 *Camel (Other) __----------- -_ 7 Car lton -__-_--------- -_-_ 8 Chesterfield -------------- 9 Doral -------- -___------- -_ x Eve ------ --------- ------ -- (s3) Pact -------- ---------- -_-_ 1 Gauioise* ---- ----- -------- - 2 Iceberg 100's ---------------- 3 Kent Golden Lights --------- 4 *Kenc (Other) --__---------- - 5 Pnol Super Lights ------------ 6 Kool Miids~ --------------- 7 *Koo1 (Other) --------------- B L& M' Flavor Lights -------- 9 L & M~ Lights 100mm -------- 0 *L 6M~(Other) ---------------- x Lark ------------------------ v (54) Newport Lights -------- 8 +hievport (Other) ------ - 9 Old Gold Lights ------- x *Old Gold (Other) -------- y (55) Pall Ma11 Extra Mild --- 1 *Pall Mall (Other) --------- 2 ParliHment Ultra Lights --- 3 +Parlianent tOther) - -- 4 PhilipMorris ---------- 5 Raleigh Extra Mild ----- 6 *RaleigM (Other) ------------ 7 Real ---"__--" -__" 8 Salem Lights ------------- 9 *Salem (Other) ----------- 0 Saratoga -----------^-- z Silva Thins ------------- y (56) Tareyton Lights ---------- Tareyton Low Tar Menthol ------ *Tareyton (Other) ----------- True ______-_-__---_-__-__ 1 2 3 4 5 6 7 8 (54) Vanguard ---------------- Long Johns ------------- -- 1 Vantage - _______ Lucky Strike ----------------- Marlboro Lighta ------------ -- *Marlboro (Other) ------------ Max ------- -___--~-___- Merit ------------------------ 2 4 5 6 Viceroy Extra Mild *Viceroy (Other) -------- ----- Virginia Slims ---------- Winston Lights -- - *Winston (Other) ----------- 13b. Is that iilter or non-filter? 13t.. I* that j regular, king-size, 100mm or the extra-long 120mm7 (~5 (, Regular __----__( 1J W . King-size _-__-- "f 14 1001ma ----- 3 tj 120mm ------ 4 % 0 x y Other (SPECIFY): (57) 1 - ( Filter -------11/O Non-filter ------ 2 bA 0Z

.Y4 j- -~S-r- i4R318W NATIONAL CONSENSUS SURVEYS 801 Second Avenue - New York, New York 10017 13- 6 NANg: PHONE. p: 02..~ to- ~aZd6.j 1. Please take a few mihutee to go through the advertisementein this book. Pleaae take as much time with each ad as you aan to. If you ordinarily wear reading - glaesea, you'll naed them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Ilow, I'd like to aak you a few questions about-the ads in the book. What brande or products do you remember seeing ade for in the book? (PgOBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL AD5 Amana t(aage--------D Dole Pineapple ------ 1 BankAmericard/VISA --- 2 General Electric Haeher{ Bayer Aepirin------ 3 Hilton Hotels -- Bolene Lawn Mower -- 4 Kawasaki --------- - Budweisar ---------~,, O3d Spice Pocket Cologne Canadian Club------{ 6J Polaroid Camera-------- 6 Coca Cola -------- 7 Singer SewingMachinee--- 7 Concord Watches------ Taeter'e Choice ------ 8 Crest toothpasee-9 Weight Watchers -------- 9 CIGARETTE ADS Luka----- _--__---( 3') Golden Lights--- Goldsn (Unap.)--- Kent Golden----- - 6- Eent Goldan Lights- T Kent Lights-----B Kent (Unsp.).---- 9 Lights (Unsp.)---- 0 True----- -__ i Other (SPECIFY):. (IF NO CICARETTEBRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWOCIGARETTg BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALI. TIIBEE CIGARETTE BRANDS MENTIONEDL SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS NEh'TIONEDABOVE, ASK:) Do you rsmrmber any ads for cigarettes? brands do you rememtier seeing ads for? Any others? ..... _., . .:i3..i4~. Luke 3 Golden Lighta --^- 4 Golden (Unap.) ----- S Kent Golden -------- 6 Eent Golden Lights -- 7 Kent Lights -------- g Kent (Unep.) ----- 9 Lights (Uaap.4--- 0 : Other (SPECIFY): No ---- 2- f(SRIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONEDy ASK:) 3b. Do you remember any ads for any ocher brands of cigarettes? (16) Yee -------- 1------ iWhat brands were they? Any others? (16) 3 Golden Lights ---- 4 Golden (Unsp.) ---- 5 . Kent Golden ------ 6 Kent Golden Lights -- 7 µ Eent Lights ------ g ~ (IF TRHE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Eeac (Unep.) ------ 9 (p Lighta (Unap.3----- 0 w (IF TRUE NOT NPl]TIONED IN Q.2, 3a, OR 3b, SKIP True - = µ TO Q,10,1 Other (SPECIFY): y