Tobacco Documents Online

64231gW 14. Hov.many cigarettes doyousmoke in an average day? - (60). 9 or less(lesathan1/2 pack) --- 1 10to19 (1/2 pack to 3/4 pack)---- 2 20'to29 (1 pack) ----------- .. 30to39 (1-1/2 packe) ----- ~ 40 or more (2 packs or more) ------- CLISSIFICATION Row, j~st a:ev quescions for statistical purposes ouly. 15. Whut vas the last grade of school you completed? • (t4iND RESPONDENT CARD 16.) Some college ------ ---------------- --- College graduate or beyond -------- ----- (61) somegraomar achool (1st-7th grades) ---:1 Crammarschool graduate (8th grade) --- 2 Some high school (9th-llth grades) ---- 3 Nighschool graduate (12th grade) ----- 4 16. Aga1n, just for classification purposes, which letter on this card includes your total family income before taxes lest year? (62) - . . . . A. g. Under $7,500 -- 500 to S10,0 $7 ----------^--~ 00 ------------ 1 2 C. , Over $10,000 to $15,000 --------- 3 D. Over $15,000 to $20,000 -------= 4 E. Over $20,000 to $25,000 ------- F. Over $25,000 - ----- ---------- ~ 6 Refused ----- - ------- ---------- y . 17 /iunrremv~cy i ~ (63) Rale ------ A--------- -__-_----- ~. 7TACN'QUESTIONNAIRF: TO SCREENER. LD-1 I

r 64231EW (ASK ALL:) 10. Let's take a few seconds tu look at the TRUE ad again. (ERPOSE FOR 5 SECONDS AND REMOVE.) - What do you think is the maia idea the mauufacturervaats to gat across about TRUE? (PROBE:) What else? ~ ~ - 4-/~,~~~~a ~/ 33-9 38- (OPEN PORTFOLIO T0TRE AD.) 11a. Is there anything in the TRUE ad that you particularly like? .. . (39) (CONTINUE) -- Yea ----- 1 (SKIP TO Q.12a) -- go ---------- ~ 11h.. What {e there in the TRUE ad that youpartlcularlg like? (PROEE:) What else? .. 40- 41- 42- 43- 44- 45- 12u. Is there anything in the TRUE ad that you particularly dislike? (46) , (CONTIDUE) - Yra ------ 1 (SKIP TO Q.13a) -- No --- T` :26. What is there in the What else? TRUE. ad that you particularly dislike? (PROBE:) 1- i A W J ~

C42318W 4. What do youremember about the TRUE advertisememtl~. (PgOEE:) What alas do you znmu6.r,. o0+~-e ' .•20e 2T- 7I= 5. Aside from ranting.you to buy them, what was the message the manufacturer was trying to get across to yQu about TRUE? (PROBE:) -what else? 02~ A:2t~, fPJ Lw~ 05 24 25 27 (IP'RESPONDENT SAYS "DON'T KNOW' TO Q.5, SKIP TO Q.10.) '- (IIAND RESPONDENT CARD 6.). 6. Thinking about what you've just toldme about the advertising meesage, what phrase on this card best describes how important this is to you4 (29) Extuemely 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 youT (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 advertlaingP_...,._._,.,_._ (31) Extremely different ------ _6 . Very different --------- 5 Somewhat different --- - 4 Somewhat similar ---- ---- 3 . .. . Very similar 2 Extremely similar ------- 1 9. (AANDRESPONDENT CARD 9.) Hased on the message, which phrase on this card best describes your intereat Sn trying TRUE cigarettes? (32) ' . Extremely interested -----6 " Very interested ------ 5 Somewhat interested ----- 4 Somewhat disintereaced - - 3 - Very disinterested ----- 2 Ectremely dieinterested-- 1 b-A 2 ~ A W ra Qi

-4- ~ 842318SY13a. What one brand of cigarettes do you smoke most frequently7 (D0. NOT READ BRkND NAMES.) THE STARREDBRANDS MUST BE PROBED: IF'BENSON & HEDGES, ASK: "Ie that Benson & Hedges, Beneon & Hedges Lights, or Mul~ CS-Fller" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is tlatKent or Kant Golden Lights?" IPKOOL, A'SK: "Is that Kool., gool Milds, or Kool Super Lights?" IF L& M, ASK: "Is that.L & M, L b M Flavor Lights, or the longer L& M Lights100mmYP - IP'MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lightsl" IF OLD GOLD, ASK: "Ie that Old Gold Filter or Old Gold Lighte 7'~ . IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights7" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IFSALEX, ASK: "Is than.Salem or Salem Lights?" IPTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Ment~ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF NINSTON,. ASK:"Ie that Winston or Winston Lights?" Alpine -------- -_------------ 1 Belair _____--_-_2. Multi-Filter By Beaeon & Hedges 3 Benson & Hedges Lights ------ 4 *Benaon & Hedges (Other) ----- 5 Camel Lights --___-__-_--_ 6 *Camel (Other) 7 Carltou ----- --------- -__ 8 Chesterfield --------------- 9 Decade --------- -__-___---- 0 Doral. ---- -_------ ------ -_ x Eve ------- ----------- ___- y (53) Fact -------- ----- -------- -_ 1 Gaoloiees --------- ---------- -- 2 Iceberg100'a --------------- 3 Kent Golden Lights -------- 4 *Kent (Other) ------- ----- -- 5 Kool Super Lights ----------- 6 Kaol Milds --------- ----- 7 *gool (Other) __--_-___-_-- g L& M Plavor Lights --------- 9 L & MLights 100mm ----------- 0 *L & M(Other) _-_ . __----- -_ Y Lark ------ -__^------------ v (54) Long Johns ______----------- 1 Lucky Strike --------------- 2 Marlboro Lighee. ------------ 3 •Merlboro (Other) ------------ 4 Max __------ ----- --------- - 5 Merit ------------------------ 6 (54) Newport Lights -- -------- 8 *Newport (Other) - - - - - - 9 Now _____0 Old Gold Lights --------- x *Old Gold (Other) - - - - - - - - y (55) Pall Mall Extra Mild ---------- 1 *Pall Mall (Other) ----------- Parliament Ultra Lights --- *Parliauent tOther) --------- Philip Morrie------°----- 5 Raleigh Extra Mild ----- 6 *Raleigh (Other) ------~---- 7 Real ---- -__----- ----^_ 8 Salem Lighta ^-----`----___ 9 *Salem (Other) -^-----------° 0 Saratoga x Silva Thins y .,. .__. __,_ .. _.. . - (56) Tall I Tareyton Lights ------------ 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (Other) ---------- 4 True ____.__5 Vantage 7 Viceroy Extra Mild ------ 8 Wiceroy (Other) _-___--_-__ q Virginia Slime ---------- ---- 0 Winston Lights x *Winston (Other) -------------- y Other(SPECIFY): (57) 1 13b. Iethat filter or non-filter7 (58) . Filter --------- 1 13r. Nanlfilter ----- © Is that regular, king-size, 100mm or the extra-long 120mm7 (59) . gegular ------ -__ I . King-size ----- 100ma 120mm _-_-_-_"_

-J' t NATIONAL CONSENSUS SURVEYS i42318W 801 Second Avenue' New York, New York 10017 NAME: =.r 13- 6 PNONE #: o2'T.r- SO BJ, 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you aari to. If you ordinarily wear readingg glassaa, you'll need them. (NAND RESPONDENTPORTFOLIO AND TAKE IT BACK BEFORE'CONTINUING_) 2. Now. I'd like to aak.you a few questions about the ade in the book. What brands or products do you remember eeeing.adsfor in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NA)tESOR PRODUCT CATEGORIES.) . 3a. GENERAL ADS CTGAEETTE ADS (14) Amana [jange---------- 1 Dole Pineapple --------- 1 Luke---------- -- 3 BankAmericard/VISA --- 2 General Electric Washer - 2 Golden Lights---- Bayer Aepirin-----_ Eilton gotele --------_ - ~ Golden (Unep..)--- 5 __ Bolene Lawn Mower Kawaeaki --------- _{ Kent. Golden- 6 - • Budweiser -------- -- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- T Canadian Club- =. ---f~ Coca Cola --- --{jJ- Polaroid Caaa:ra---------6 Singer Sawing Machines iy Knnt Lights----. 8 Kent (Vasp.)____~ - 9 Concord Watches---- 8 Taster's Choice ------ 8 Lights (Unsp.) -- 0 Crest aoothpaate-.-+-- 9 Weight Watchers -------- 9 True---"~--- x Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) _- (IF ONLY ONEOR.TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) . (Ip ALL FTBREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do youremmber aay ads for cigarettes? . .. f15 ) 1-6,.et brands do you remember aeeing ada for? Any others? Luke -------- 3 Golden Lighte ---- 4 Golden (Unep.) ----- 5 Kent Golden~ ------- 6 Kent Golden~Lighta -- 7 Kent Lights ----- g Kent (UnaP.) ----- 9 Lights (Uwap.}------ 0 True - x Other (SPECIFY): Y 6: No ---- 2--7 (SKIP TO Q.10) ra:A (IF'bNE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any adeforany other brands of cigarettes? ~ (16) Yee ------ 1->What brande were they? Any othareT (16) Luke __-__----_- 3 No _--_----- O Golden Lights ---- 4 Golden (Unep.) ---- 5 Kent Golden-------- 6 0 Kent Golden Lights -- 7 ~--b Kent Lighte ------- 8 W (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) - Kenc (Unep.) --- 9 p Lighte (Uoap.3---- - 0 w (IF TRUE NOTMENTIONED IN Q.2, 3a, OR 3b, SKIP N TO Q.10 1 True _ -- x . Other(SPECIFY)' Y