Tobacco Documents Online

~ ~ NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 NAM: 601 #42318W 1. Please take a few minutes to go through the advertisementa in this book. Please take as much time with each ad as you aare to. If you ordinarily wear reading glassee, you'll need them. (iiAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE'CONTINUING.) Now, I'd like to aak you a few questions about the ads in the book. What brande or products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) . GENERAL ADS CIGARETTE ADS Amana 1~ange--------- - 1 Dole Pineapple ---------- 1 Luke--------- --- BankAmericard/VISA ----(V General Electric Washer -- 2' Golden Lights---- Bayer Aapirin-------- 3 Hilton Hotels ---------- 3 Golden (Unsp.)-- Bolene Lawn Mower ---- 4 Kawasaki Kent Golden---- Budweiser ---------- Old Spice Pocket Cologne - 5 Kent Golden Lights- Canadian Club----- Polaroid Camera--------- 6 Kent Lights------- Coca Cola -------- 7 Singer Sewing Machines --- 7 Kent „(Unsp.)------ Concord Watches------ 8 Taster's Choice ------- 8 Lighte (Unap.)----- Crest toothpaaee-.---.-- 9 Weight Watchers ------- 9 True- - - otheF (SPECIFY): (14) G= Y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q63b.) (IF ALL THREB CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? ~15) ~ branda do you remember seeing ads for? Any others? ..... - ...., .. ~.j~~~T-~ Luke - - - 3 Golden Lights ----- 4 Golden (Unap.) ------ 5 Kent Golden ------- 6 Kent Golden Lighta -- 7 Kent Lights ------- 8 Kent (Unap.) ------ 9 Lights (UasVj------ 0 True -- - - - z Other (SPECIFY): No -------- 2-lo(SKIP TO Q.10) - (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? y s (16) Yea --------- 1-~What brands were they? Any others? (16) Luke -- -- -- 3 No ---------- 0 Golden Lights ----- 4 Golden (Unep.) ---- 5 Kent Golden -------- 6 Kent Golden Lights -- 7 0 Kent Lights ------- 8 m (IF TRUE MENTIONED IN Q OR 3b CONTINUE 3a ) 2 Kent (Unsp.) -°--- 9 ~ , , . . , Lights (Unep.)------- 0 _r, (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP !-& TO Q.10 ) True ------------ Y ~ , Other (SPECIFY): y

4. What do you remember about the do vou remember? TRUE -2_ . #42318W advertisement? (PROBB:) What alse -Zt4c~ tk ~ )~- 17- a 19y 20 21 22 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? E-a 24 2s 0 (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Q.10.) . (HAND RESPONDENT CARD 6.) 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 you? _(29) Extnemely important ------- 6 Very important ------------ Lj Somewhat important ------ 4 Somewhat unimportant ------- 3 Very unimportant --------- 2 Not at all important ----- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this is to you? (30) Extremely believable ----- 6 Very believable ------_ '~~ Somewhat believable Somewhat unbelievable ----- 3 Very unbelievable --------- 2 Extremely unbelievable ----- 1 8. (HAND RESPONDENT CARD 8.) And, which phrase on this card best describes how different you think this message is from other cigarette advertising? Extremely different ------- 6 Very different ---------- 5 Somewhat different --------- Somewhat similar Very similar ----- -------- E:tremely similar ----- 1 9. (HAND RESPONDENT CARD 9.) 1 Based on the message, which phrase on this card beat describes your interest in trying TRUE cigarettes? (32) Extremely interested -------•6 Very interested Somewhat interested ----- Somewhat disinterested ----- Very disinterested -------- 2 Extremely disinterested ---- 1

r -3- #42318W (ASK A1.L: ) 10. Let's take u few aeconds to look at the TRUE ad again. (EXPOSE F0R 5 SECONDS AbID REMOVE.) What do you think ie the main idea the manufacturer wants TRUE? (PROBE:) What else? to get acrose about 33- .~ ~[; 35- ;] y- - -- 3 - 3 - 38- (OpEN PORTFOLIO T0 TRUE AD.) lla. Ie the.re anything izl the TRUE ad that you particularly like? (~39} (CONTINUE) -- Yea ------- 1 (S&IP TO Q.12a) -- No -------- 11b, What ia there in the TRUE ad that you particularly likeT (pRdB$:) What elae? ~ ~- ~ 42-~~ ~~. ------ 44- 45- 12a. Is there anything in the TRUE ad that you particularly di$like? (46) (CONTINUE) -- Yes ----------~ (SKIP TO Q.13a) -- No -"------~~----~~2 i2h. What it, there in the TRUE ad that you particularly diBlike? (P80BE:) What elae?

~ r -4- 1/42318w 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT REA1) SRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "ie that Bensun 88 Hedges, or T'Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: (54) More ---------------- ...-.--.------- 7 Newport Lights ---------------- 8 *Newport (Other) --------------- 9 IF KOOL, ASK: "Is that Kool, Koo1 Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L& M Lights 100mm?" IF MARLIlORO, ASK: "IS that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Ia that Old Gold Filter or Old Gold Li ght c ?'t'- IF PALL MALL, ASK: "Is that Pall Mall or Pall Ma11 Extra Mild?" IF PARLIAMENT, ASK: "Ia that Parliament or Parliament Ultra Lights?" IF RALLIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TARL"YTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol71T IF VICEROY, ASK: "Ia that Viceroy or Viceroy Fa:tra Mild?" IF WINS'2'ON, ASK: "Is that Winstan or Winston Lights?" *Beneop & Hedges (other) ------- 5 Came1 Lights ----------------- 6 *Camei (Other) ----------------- 7 Carlton ----------------------- g CheaterCield ------------------ 9 Decade ----------------------- 0 noral ------------------------- x Fwe ----•----------------------- (5~) Fact --------------------------- I Geu.loisea --------------------- 2 Iceberg 100's ----------------- 3 Keat Golden Lights ------------ 4 *Kent (Other) ----------------- 5 Kool Super Lights ------------- 6 Kool Mi5_ds ----,•--------------- 7 *Kool (Other) ------------------ 8 L& M F7.avor Lights ----------- 9 L & M Li~ ghts 100mm ------------ 0 *L & M (other) ----------------- x Lark --------------------------- v (54) Long JohYns -------------------- 1 Lucky St:rike ------------------ 2 Marlboro Lights ------°-------- 3 *Marlbaru (Other) -------------- 4 Max ---------------------------- 5 Merit -------------------------- 6 Multi-Filter By Benson & Hedges Benson & Hedges Lights -----__- (52) Alpine ------------------------- 1 Belair ------------------------ 2 13b. Ia that filter or non-filter? 13c. Is that regular, king-aize, 100mm Now -°--°------------..»-------- Old Cold Lighta -------------- *01d Gold (Other) Pall Mall Extra Mild 0 x y (55) *Pa11 Mall (Other) - Parliament Ultra Lights -------- *PaXliament (Other) ----------_- Philip Morris Raleigh Extra Mild ----------- *Raleigh (ather) --------------- Real -----------------------..-- 2 3 4 5 6 7 8 Salem Lightq -----•------------ 9 *Salem (Other) ------------------ 0 Saratoga ---------------------- x Silva Thi.ne ----- ------------ -- y (56) Tall --------------------------- 1 Tareyton Lights -f--------°----- 2 Tareyton Low Tar Menthol ------- 3 *Tareyton (Other) --------------- 4 True -µ------------------------ 5 Vanguard ----------------------- 6 Vantage ------------------------ 7 Viceroy Extra Mild ------------ - 8 *Viceroy (4ther) --------------W- 99 Virginia Slims ---------------- 0 Winston Lights ---------------- x *Wineton (Other) --------------- y Other (SPECIFY): (57) or Benson & Hedgee Lightg, 1 (5$~ Filter ---------~- Non-filter ------- 2 the extra-long 120mm? (59) Regular ---------- 1 King-aize ------ - 100mnt ------------ 120mm ------------ "Is t:4t Kent or Kent Golden Lights?" C F+ ~ CJ A W ©

10 #42318W 14. How many cigarettes do you smoke in an average day? (60) 9 or less (1!ess 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) ------ --- I 401or more (2 packs or more) CLASSIFICATION now, just a Tev questlons for statistical purposes only. u. What vas the last grade of school you completed? • (61) Some grammar school (let-7th grad2s) --- "1 Grammai school graduate (8th grade) ---- 2 Some high school (9th-llth grades) --- 3 High school graduate (12th grade) ------ 4 Some college 5 College graduate or beyond -------- ----- (tL1ND RESPONDENT CARD 16.) 16. Again, just for c lassification pur pose s, which letter on this card inc ludes your total family income before ta r xes last year? (62) A. B. C. Under $7,500 $7,500 to 510,000 ------- Over $10,000 to $15,000 -------- r- - D, E. Over $15,000 to $20,000 Over $20,000 to $25,000 ------- ---- 5 F. Over $25,000 ---------------- --- 6 Ref used ----- -------- ------- --- y 17. (INDICATE SEX.) (63) Md 1 e ------------------- ----------- --~ 1 ) Female -~------~--_-_--~-----V ATT'ACU @UESTTONNAIRE TO SCRBENER. 80-1 +