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V n>a ~ NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 $42318WW 13-6 NAME : PNONE' d : ,-~J,- 1. Please take a Yw minutes to go through the advertisements in this book. Please take as much time with each ad as you sare to. If you ordinarily wear reading glasses, you'll need them. (BAND RESPONDENT PORTFOLIO . Now, I'd like to ask you a AND TAKE IT BACK BEFORE CONTINUING.) few questions about the ads in the book. What brands 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 Amana l;ange------- --- Bankhmericard/VISA --- Bayer Aapirin-------- Bolens Lawn Mower --- Budweiser ----------- Canadian Club------ 6 Coca Cola ---------- 7 Concord Watches------ 8 Crest tooChpaeea- 9 ADS CIGARETTE ADS (14) Dole Pineapple ---------- 1 Luke------_--^_- ~3`~ General Electric Washer - 2 Golden Lights---- Hilton Hotels ---------- 3 Golden --- 5 Kawasaki --------------- ~ Kent Golden-------- 6 -= Old Spice Pocket Cologne - 5 Kent Golden Lights- 7" Polaroid Camera--------- 6 Kent Lights^------- 8 Singer Sewing Machines --- 7 Kent (Unsp.)------ 9 Taster's Choice --------- 8 Li hts (Uas .)--- 0 Weight Watchers -------- 9 True-------------- x. Other (SPECIFY): (IF NO CIGARETTE BRANDS.MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNREB CIGARETTE BRANDS MENTIONED; SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? t15) ` 1---~1WTiat brands do you remember seeing ads for? Any others? Luke - W 3 Golden Lights -- - 4 Golden (Uaep.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights --------- 8 Kent (Unep.) ------- 9 Lights (Ueag.j------ 0 True -------- --- Other (SPECIFY): x y No --------- , 2--Ip (SKIP TO Q.10) - 3b. (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? .t (16) Yes -------- 1----- *What brands were they? Any others? (16) Luke -- - --_ - - ---- - - 3 No --------- ~ Golden Lights ----- 4 ~ Golden (Unsp.) ------ 5 Kent Golden --------- 6 Kent Golden Lights -- 7 0 Kent Lights -------- 8 N (IF TRUE MENTIONED IN Q.2,3a, OR 3b, CONTINUE.) Kent (Unap.) ------ 9~ Lighta (Unsp )------ 0_~p (IF TRUE NOT MENTIONED IN'Q.2, 3a, OR 3b, SKIP W TO - True ---------- - x W Other (SPECIFY): y

. v f ep -2- #42318W 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23 ~ 24 27 (IF RESPONDENT SAYS "DON'T KNOW' TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD 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) Extnemelq important ----- 6 Very important ----------- 5 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 -------- 5 Somewhat believable ----- 4 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? (31) Extremely different ------ 6 Very different ----------- 5 Somewhat different -------- 4 Somewhat similar --------- 3 Very similar -------------- 2 Extremely aimilar --- 1 9. (HAND RESPONDENT CARD 9.) Based on the message, which phrase on this card beat describes your trying TRUE cigarettes? t interest in (32) Extremely interested -----• 6 Very interested ----- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested -------- 2 Extremely disinterested ---- 1 M OD W W W N

#42318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? r~ YLii ~/ ~ S.C~w2 [ 33-C) 38- - (OPEN'PORT'FOLIO TO TRUE AD.) lla. Is there anything in the TRUE ad that you particularly like? (CONTINUE) -- Yes - (SKIP TO Q.12a) -- No ---------- ilb. What is there in the TRUE What else? ad that you particularly like? 2 4I-7- 42-3 _• - -~ 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINUE) - Yes --- (SKIP TO Q.13a) - go --- i2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? (PROBE:) 3

v ' -4- i42318W` i 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" 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 Lov Tar Menthl?Ti IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" Lights 100mm?"' IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lighta?" IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Gold Ligh~- IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" THE STARRED BRANDS MUST BE PROBED; IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Mult1-Filter" made by Benaon & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is_ tklat Kent or Kent Golden~Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L& M Kool Super Lights --------- ---- *Kent (Other)' Kent Golden Lights ------------ '(52) Alpine --------------- ------- 1 Belair ------------------ --- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4' *Benson & Hedges (Other) ----- 5 Camel,Lights -------- ------- - 6 *Camel (Other): ----------------- 7 Carlton --------------------- 8 Chesterfield ---------------- 9 Decade -------------------- 0 D o r a 1-------------------- x Eve ----------------------- - (53) F a c t---------------------- 1 Gauloises --------------------- 2 Iceberg 100's ---------------- 3 Kool Miids ---------------- *Kool (Other) ------------- L& M Flavor Lights ---------- L & M Lighta 100mm ------------ *L & M (Other) ---------------- Lark -------- --------------- Long Johns ------------------ Lucky Strike ----------------- Marlboro Lights -------------- *Marlboro (Other) ------------- Max --------------------------- Merit ------------------------ (54) More ---~ ~_ ~_---__-_------ .7 Newport Lights ----------------- 8 *Newport (Other) ----------- 9 Now ------- ------------ 0 Old Gold Lights --- ---- x *01d Gold (Other) ------------ y (55) Pa11iMa11 Extra Mild - 1 *Pall, Mall (Other) -----^--- 2 Parliament Ultra Lights -- -- 3 *Parliament tOther) --------- 4 Philip Morris ------------ 5 Raleigh Extra Mild - - 6 *Raleigh (Other) ---- ---- 7 Real ---------- --- 8 Salem Lighto 9 *Salem (Other) ------ ----- 0 Saratoga -- --- a Silva Thins ---------- y 7 (56) 8 Tall ------------------------- 1 9 Tareyton Lights ----------- 2 0 Tareyton Low Tar Menthol ----- 3 x *Tareyton (Other) ----------- 4 v True 5 (54) Vanguard ------------------- 6 1 Vantage ----------• r --------- 7 2 Viceroy Extra 8 3 *Viceroy (Other) 9r 4 Virginia Slims --------------- 0 5 Winston Lights --- ---- x 6 *Winston (Other) ----------- y Other (SPECIFY): (57) 1 _ 13b• Is that filter or non-filter? (~ Filter --------- 13c. ------ King-size 100mm ----------- 120mm -------- Eegular ----- Non=filter ------ 2 Is that regular, king-size, 100mm or the extra-long 120mm? (59

#42318W 14. How many 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) -----_----- ~ 40 or more (2 packs or more) -" -- CLASSIFICATI4N Now, j4dt a few questions for statistical purposes only. 15o What was'the last grade Some college 5 College graduate or beyond ------- ------ 6 (61) Some grammar school (lst-7th grades) --- -1 Crammar school graduate (8th grade) ---- 2 Some high school (9th-llth grades) --- 3 High school graduate (12th grade) ------ U of school you completed? • (t41ND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on this your total family income before taxes last year? . card includes (62) A. Under $7,500 ------=----------- --- 1 B. $7,500 to S10,000 ----------- --- 2 C. Over $10,000 to $15,000 ----- --- --- 3 D. Over $15,000 to $20,000 ------- -- 4 E. Over $20,000 to $25,000 -- -- 5 F. Over $25,000 ---------------- --- 6 Refused -------------------_-- ___ ~ 17. ((NDICATE SEX.) ~ (63) ATTACN'QUESTLONNAIRE TO SCREENER. I 80-1 ( Male ---------------------------------- 1 Femaie ---------------------------- ~