Tobacco Documents Online

#42318W 14. Hov many cigarettes do yom swke in an average day? (60) . 9 or lese(leae than 1/2 pack) ------ 1 M to19 (1/2 pack to 3/4 pack) ---- 20to29 (1 pack) ------ .. 30to,39 (1-1/2 packa) 40 or mcre (2 packeor aore) CLASSIFICATION Rar, jaat a:ew.quescions for statistical purposes only. 15- What was the iaet grade of school you completedT • '. (61) . 5omegraonec school (lat-7th gradee) --- 1 Orammar school graduate (8th grade) --- 2 - . Somc high school. (9th-llch gradea) --- ^ ' . High school graduate (12[h grade) ----- . College gtaduate or beyond -------~ (ILLND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on thla card includes your total family income before taxes last year? . - (62) A. Under $7,500 ------------------1 e. $7,500 go 510,000 2 000 ----------3 000 to $15 Q Over $10 , . , -rrTT D. Over $15,000 to $20,000 -------C ry F. Over $20,000 co $25,000 ------- 3_ . P. Ouer $25,060 6 Refused y . , 17. (iNDTCATESEB.) . (63) ------ -_--------- 1 Male... -_--------- Fenuale C11 QUESTIONNAIRE TO SCgEBNER. 80-1 I

A42318i/ 4... What do you ramembsr about the do yourememberT TRNEadvertis.mestT (PgOgg:) What elae //. / Z~" .- . ,L-Z- 17 1S 19 5. Aside from wanting you to buythem, what was the message the manufacturer was trying to get across to you about TRUE? (PRORE:) What elseq . , ~..-~ ~~~. - . . . , . r 27-~ ~ (IF RESPONDENT SAYS "DON'T BNON" TO Q.5, SKIP TO Q.10';)~~ - ({NND- ({NND RESPONDENTOARD 6.) 6. Thinking about what you've just told me about the advertiefag message, what phrase on this card best describes how important this is to you? . (29) . Extnemely important ----- 6 . Very important ------" 5 . . Somewhat important ---- 4 Somewhat unimportant ----- 3 .' Vary unimportant ----- 2 . . . Not at all important - 1 7. . . (NAND RESPONDENT CARD 7.) " . Again, thinking about the advertising message, which phrase on this cardbeeb describes how believable this is to you? ~ .. . (30) Extremely believable --- 6 Very believable ------- 5 Somewhat believable --- 4 Somewhat unbelievable ---- 3 Very unbelievable. ------ 2 Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD g.). . ... . . .. .. . And, which phrase on this card best describes how different 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. (gANDRESPONDENT CARD 9.) i ' Eased on the message, which phrase on this card beat describes your interest in 'tzying TRUE cigarettes? . . (32) Extremely interested --- 6 Very interested --- 5 Somewhat interested - - - - - - 4 Somewhat disinterested ---- 3 ~' Verydieinterested ---- 2 0 Extremely disinterested ---- 1 N 2

1 -3- f42316W (ASK ALL:) 10. Let's take a'fev seconds to look at the TRUE ad again. (EYPOSEPOE 5 SECONDS AND EEMOVE.) . What do you think is the main idea the manufeafurer wants to get acroes about TEllE? (PROBE:) What else? .4~'c. -9- 33-tciq 38- (OPEN PORTFOLIO TO TRUE AD.) lla. Is there anything in the 1RIIEad'that you'partitularly like? . . (CONTINUE) - Yae - (SKIP TO Q.12a) -- No - ilb. What is there in the TRUE ad that you particularly like? (PEOBE:)idhat else? - _ I U 42-Lf . ~r 44` 45- 12a. Is there anything in the TRUE adthat you particularly dislike? i2b. Yhat is there in the What else? (SKIP 1'a Q.13a)- No (COgTjNUE) - Yes --- TRUE ad that you particularly dielike?(PgOBE:) a4 _ ' 17 / /I //~ IN~IN~+C~C/ J4OJ ~ y/I'L~WI DJ ;)Zl/,.~, h 1_ $0 z6 .4 504 I

NATIONAL CONSENSUS SURVEYS r 801 Second Avenue New York, New York 10017 PHONE 4: 1. Please take a few (6inutea to go through the advertiaenents in this book. Please take aa much time with each ad as you aara to. If you ordinarily wear reading glasses, you'll need them. (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORECONTINUING.) (IF TRUE MENTIONED IN Q.2, 3e, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN'.Q.2, 3a, OR 3b, SKIP TO Q.10~) . Luke 3 Golden Lights --+-- 4 Golden (Unsp.) --- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights ------- 8 Rent (Unep.) ---- . 9 Lighta (Unap.)----- 0 O V 7A True -- .~ Otber (SPBCIPY): .: .P y 2. Mow, I'd like to ask you a few questions about the ads in the book. Any other brands? (DO NOT READ EITBERBRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS Am.na tSenge-__--...-- 1 Dole. Pineapple I BankAmericard/YISA --- 2 General Electric Washer - 2 Golden Lights--- Bayer Aepirin------- 3 Hilton Hotels 3 Goldan (Unep.)-- .5 Bolene Lawn Nower --- 4 Kawasaki ----------- 4 Kant Colden -4- Budweiser ------- Old Spica Pocket Cologne - Kent Golden Lights- 7- CanadianClub--- 6 Polaroid Camara------- Kent Lights- 8 Coca Cola -------- Singer Sawing Machinea--_7 Kent (Unap.)------ 9 Concord Watchea----- 8 Taeter'e Choice ------ 8 Lights (UneP•)--- 0 Crest tooehpaase- 9 Weight Watchers ------ 9 True--------- x j Othar(SPECIFY): What brands or products do you remember seeing ads for in the book9(pROBE:) (IF ALL TNREE CIGARETTE BRANDS ffiNTIONED~ SKIP TO Q.4~.) (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) 3a. (IF NO CIGARETTE BRANDS 1D3NTIONEDABOVE, ASK:) Do you raarmber my ads for cigarettea? rls) i, 1--:iYW6t brands do you remember auing ads for? _ . Any others? . . ' ' . _ . . . . . . .. .. . i42318W 13- 6 otip~ ~ PySI Luke --_---"- 3 Golden Lights ---- 4 Golden (UaeP.) --- S gant Golden ------- 6 Eeat Golden Lights -- 7 Rent Lighta ------ 8 Kent (Unep.) ----- 9 Lights(Uaap.f-_- 0 True r Other (SPECIFY)c. . No ----- 2-'~ (SLIP TO Q.10) - . y r. ...~wJ'. (IF "ONE" OR "TW0" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remeober any ads for any other brands of cigarettes? (16) Yaa ----- I--J~What breads were they? Any others? No --------- Q z\ r

• -4- 442318W' . 13a. What one brand of dgareGtesdo you emoke most frequentlyY(DO NOT EEAD BBAND NAMES. ) .. .. THE STARRED BRANDS MUST BE BROBEDc IF BENSON & HEDGES, ASK: "Is that Banson & Hedges, Benson & Hedges Lights, or ulci-£ilter" made by Benson.& Hedges?" . IF CAMEL, ASK: "Ie that Camel or Camel Lights?" IF KENT, ASK: "Is tlµt Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool,. Kool MFlds,or Kool Super Lights4", IF L& M, ASK: "Is that L & M, L& M Flavor Lights, or the longer L6 M Lighce l00mm7" . . . IF MARLBORO6 ASK: "Is that Marlboro or Marlboro Lights?" ' IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLDGOLD, ASK: "Is that Old Gold Filter or Old Gold LighteY r IF PALL MALL, ASK; "Is that. Pall Nall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK:"Ie that.Parliament or Parliament Ultra Lights?" - IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALEM, ASK; "Ie that Salem or Salem Lights?" - IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low.Tar Menthol?R IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON, ASK: "Is that Winston or Winston Lights?" . - '(52) Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4 *Benson & Hedges (Other) ----- 5 Camel Lights ^---------- 6 eCaael (Other) ---------------- 7 Carlton ----------------- 8 Chesterfield ------------ 9 Doral ---- ----------- -------- r Eve ----- (A Iceberg 100's ------------ 3 Kent Golden Lights -------- 4 - *Kent (Other) - - - - - - - - - 5 Kool Super Lights --------- 6 Kooi Miida ---- ---------~- 7 *Kool (Other) ------------- 8 _ L 6M Flavor Lights --------- 9 L & M Lights lOOmm -------- 0 *L &M (Other) ----°----- x Lark -------_------------- (54) Long Johne ____________________ 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 hlarlboro (Other) ---------- 4 M ax ______----------------- 5 ~ Merit ---------------------- 6 (54) More --_____.7 •Newport Lights 8 *Newport (Other) --------- 9 Now ----____~-_-_---__- 0 Old Goid Lights ---- -~- x *Old Gold (Other) ----------- Y (55) Pall Mall Extra Mild -- 1 - *Pa11 Mall (Other) ----~---- 2 Parliament Ultra Lights ---- 3*Parliauent fOther) ------- 4 Philip Morris ----- --- 5 Raleigh Extra Mild -- 6 *Raleigh (Other) ------^----- 7 Real --__--^__- --- 8 Salem Lights ----------- 9 *Salem (Other) 0 . Saratoga --- --~------ a , - Silva Thins (56) . Tell 1 . Tareyton Lights --------- 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (Other) ----------- 4 True -_-____-___.__-_ =_5 . Vanguard Vantaga Viceroy Extra Mild --------- 8 *Viceroy (Other) ------- ---- 9'Virginia Slima ----- ------- ---- 0 . .. Winston Lights ----- -=----- a *Winston (Other) ----------- y. . Other (SPECIFY): (57) _ 1 13b. Is that filter or non-filter? (58 _ Filter ---- Non-filter - 0 M 13r. Is that regular, king-eize, 100mm or the extra-long 120mm? ~ Heguler ------ -_`•J A . King-size 2 . r 94 . . . . . lOOom ----- 3 . ~ 120mm 4