Tobacco Documents Online

F s42318w 14. . How many cigarettes do,you smoke in an average day? (60) . 9 or lese(leas then 1/2 pack) ------ 1 10~to19 (1/2 pack to 3/4 pack) ----- 2 20to29 (1 pack) -- ---- 3 . 30to39 (1-1/2 packs) - ® 40 or more (2 packs or more) --_--- 5 . CLASS:FICATI0N Aow, juet a:ew.questions for statistical purposes only. 15- Wha; wae che last grade of school you coypletedl • (61) Somegramnar school (1eP7th gradea) --- -1 Grammar school graduate (8qh grade) --- 2 Some high school (9th-lith.gredes) ---- 3 High~school graduate (12th grade) ------ Some college ------------------- College graduate or beyond ------------ (t1AND RESPONDENT CARD 16.) 16. Aga1n, just for c lassification pur pose s, which letter on this card includes your total family income before ta . xes last.year7 (62) A. Under $7,500 - -------------^--= T .. . g. 500 to Si0,0 $7. 00 2 .. C. . Over $10,000 to $15,000 ----- ----- 3 . . D. Over $15,000 to $20,000 ------- 4 . . t. over $20,000 to $25,000 -------- a) .. F. over $25,060 - ---------^--^--- 6 ReEused y 17 (INDSCATH.VPY \ (63) Nale ---------------------------------- Q Fe®ale 2 ATTACH QUESTIONNAIRE TO SCREENER. 4

. k42318W 4. What do you remember about the TRVEE advertiaament7 (PgOgE:) lihat alae do youremembar? ~~ ~j ~ ® ~(- /CSIC..~~ 17 18 20-157' -gri -24+ 5. Aside from wanting you to buy them, what was the message the manufacturer was tryfngto get across to ypu about TRUE? (PROBE:) What else? 23 . 24 - 25 _ . ZY 27-1( (IF RESPONDENT SAYS "DON'T RNOW° TO Q.5, SKIP TO Q.10,) ~~J . , (HAND RESPONDENT CARD 6.) . 6. Thinking about what you've just told me about the advertising measage, what phrase on this card best describes how important this is to you? (29) Ettoemely important ------ 6 , - Very important ---------- 5 Somewhat important ----- 4 6omewhat unimportant _ 3 - Very unimportant ------- 2 Not at all important -- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising mesaage.,vbich phrase on this card beet describes how believable this ieto you? (30) Extremely believable --- 6 -. . Very believable ------- 5 Somewhat believable ---- 4 Somewhat unbelievable ---3 Very unbalievable ------ 2 . Extremely unbelievable - 1 8. (RAND RESPONDENT CARD 8.) . . .. - And, which phrase on this card best describes how different you think this mesaage is from other cigarette advertieing2(31) Extremely different ------- 6 Very different ----------5 Somewhat different -------- 4 Somewhat efmilar ------- 3 . Very similar -- - 2 Extremely similar ------ 1 9. (INND RESPONDENT CARD 9.) s gaeed~on the message, which phrase on this card beat describes your interebt in - trying TRUE cigrettas?-- (32) -. Extremely interested ---.6 Very interested - - - - - - - 5 Somewhat interested ----- 4 Somewhat disinterested -- 3 Very disinterested -- -- 2 Extremely disinterested - 1 M ~ G7 W V , . . -..~0 '

. C4231gN (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EEPOSE FOR 5 SECONDS AND REMOVE.) What do you think is the main, idea the manuEacturer wants to get across about TRUE? (PEOEE:) What else? Or I,- i.d /?z 37- 4 (OPEN PORTFOLIO TO' TRUE AD.) lla. Is there anything in the TRUE ad that you particularly like? . . . (CONTINUE) -- Yea -- - (SaIP TO Q.12a) -- No 2 ilb. What is there in the TRUE ad that you particularly like? (PEOSE:) What else? 41- 4 12a. Is there anything In the TRUE ad that you particularly dislike? (C.OjiTIEUE) - Yee (SKIP TO Q.13a) - No What is thereia the TRUE ad that youparticularly dislike? (PROBE:) What else? 49- 44- 45-

r -4- f42318W' r 13e. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND .. NAMES'. ). THE STARRED BRANDS MUST BE PROBED; IF BENSON SHEOGES, ASK; "Ie that Benson 6 Hedges, Benson & Hedges Lighcs, or Mult~ 1-Fiter" made by Benson & Hedges?" IF'CAMEL, ASK: "Is that Cemel or Camel Lights?" ` IF KENT, ASK: "Is t$at Kent or Kant GoLden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or'Kooli Super LSghtsY" .. IF 1 d H, ASK: "Is that L & H, L & M Fl~avorLights, or the longer L S M Lights 100mmY:" 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 Gold Lights7'r IF PALL MALL, ASK: "Is that Pall Ma11 or Pall Mail Extra MildT!" IF PARLItatENT, ASK: "Is that Parliament or Parliament Ultra LightaY" IFRALEIGH, ASK; "Ie that Raleigh or Raleigh Extra Mi1d4°- IF SALEM. ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareyton Low Tar MentholYrs IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Wiustom Ligbte7^' . (52) Alpine ------- -_I Belair --------- -------- -_ 2 Multi-Filter By Beneon & Hedges 3 Benson & Hedges Lights -^-- 4 *Benson & Hedges (Other)-----5 Camel Lights ---------- 6 *Gamel (Other) ------------- 7 Carlton _____________------ 8 Chesterfield ----------- - 9 Decade 0 Doral --------- -__________ r Eve -----_____--___- (5~) Fact ---- -_-_____________ 1 Gauloiees---- ---------- -- 2 Iceberg 100'e ------------- 3 Kent Golden Lights --------- 4 *Kent (Other) 5 Kool Super Lights ----------- 6 Kool Miide ---- -------- 7 *lCool (Other) --^------- ----- 8 L 6M Flavor Lights ------- 9 L& H Lights 100mm ---------- 0 *L 6 M (Other) __----- --_-_ r Lark _.`_-_--------------- v (54) Long Johns ----- ----- ---- 1 Lucky Strike ---------------- 2 Marlboro Lights ------------ 3 *Marlhoro (Other) ---------- 4 Merit ----------------------- 6 (54) More -___---_-___ _7 Nevport Lights -------- 8 *Nearyort (Other) ---- - 9 Old Cold Lights ---- --- x *Old Gold (Other) ------ y(55) Pall Mall Extra Mild - 1 *Pall Mall (Other) -- --- 2 Parliament Ultra Lights - - - - 3 *Parliauent tother) --------- 4'PhilipMorris ----- -- 5 Raleigh Extra Mild -- 6 *Raleigh (Other) 7 Real 8. Salem Lighti - ---- 9 *Salem.(Other) ---------- 0 Saratoga Silva Thine ------------ Y (56) Tareyton Lights --------- --- 2 Tareyton~LOV Tar Menthol ------ 3 *Tareytow (Other) ---------- 4 True -------- -__---_-___ 5 Vanguard~ _____6, Vantage 7 Viceroy Extra Mild -------- 8 *Viceroy (Other) --------- 9 Virginia. Slims --------- 0 Wineton Lights -------- x *Wineton (Other) ---------- y Other (SPECIFY): (57) 1 lm• Is that filter or non-filteri 13c. (58) Filter ---- Non-filter ---- Ie that regular, king-size, 100mm or the extra-long 120mm? -geguler ----- -- King-eize 2 100mm ---- 3 . 120um ------^ 4

t 4 ' NATIONAL CONSENSUS SURVEYS142318W 001 Second Avenue . New York, Nev York 10017 13- 6 NAtg; Yp L-.:/~41~ PNONE8:. _D ,6'7_ .,7 JiJ' . 1, Pleasle/tTake a few ainutea to go through the advertisements in this boo15. Please take as much time with each ad as you aara to. If you ordinarily wear reading glassea, you'11 need them. ' (HAND RESPONDENT PORTFOLIO AND TARE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask.you a few questione about the ade Sn the book. What brands or products do you remember aeeing ade for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NdtgSOR PRODUCT CATEGORIES.) GENERAL ADS Amans Dole Pineapple BankAmaricard/VISA --- 2 General Electric Washer -- Bayer Aepiria------ 3Hilton Hotele -------- Bolena Lawn Nower - = ~ Kawasaki -------------- Budweiser --------- Old Spice Pocket Cologne - Canadian Club----- Polaroid Camsra--------- 6 Coca Cola --------- 7 Singer Sewing Machines --- 7 ConcordWatches----o Taster's Choice ------- 8 Crest aoothpaste- 9Neight Watchers -------- 9 CIGARETTE ADS Luke------ --- Goldan Lighta---- Golden (Unep.)--- 5 _ Kent Golden------- -6=_-- Kent Goldan Lights- 7- _ Kent Lighta------ 8- Kent (Unap.)----- - - 9 Lights (Unsp.)-- 0 '- True'------_"- ~ j .- - Othet (SPECIFY): (IF NO CIGARETTE BYAUDS NENTIONEDABOVE, ASK Q.3a.) (IF ONLY ONEOR.TNO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNREH CIGARETTE BRANDS HNTIONED, SKIP TD Q~4.) 3a. (IF NO~CIGAgETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember ny ads for cigarettes? 1-----JRTiat brande do you remember seeing ads forP. . , Any others? - . Luke 3 Golden Lights --- 4 Golden (Uasp.) 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Kent Lights --- 8 Kent (Unep.) ------- 9 Lights (Uaapj----- 0 other (SPECIFY): No ----- 2 ------ IP(SKIP TO Q.10) nl (IF "ONE" OR "TUO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brande af dgarettee9. . y (16) Yaa ------- 1-iVhat brands were they? Any othere4 (16) 3 No __-_---- 0 GoldenLighte ---- 4 Belden~(Unep.) --- Kent Golden ------- Kent Golden Lights - 5 6 0 7 ~,1 Kent Lights -----^ 8 01 (IF TRUE MENTIONED IN Q.2. 34, OR 3b, CONTINUE.) Kent (Unap.) -- -- 9 ;, Lighta (Unep.3-- -- 0 L7 (IPTRUENOT MENTIONED IN Q.2, 3a, OR 3b, SKIP 61 ) TO Q.10 Trw : m , Other (SPECIFY):.