Tobacco Documents Online

-;_ 542316w (ASK ALL:) 10. Let's take afev eeconds to look at the TRUE ad again. (EXPOSE yU8 5 SECONDS MID gEMOVE.) What do you think is the main idea the manufacturer wants to get across about TRBE7 (PBOBE:) What else? 33-~, ~- §A+ 38- (QPEN PORTFOLIO T0' TRUE . AD.) lla. Is there anything in the TRUE ad that you particularly like? . (COgTINBE) - Yea ---_--, (SKIP TO Q.12a)-- No -- 116. What is there in the TRUE ad that you particularly like? (PKOBE:) What else? 44- - 12a.Is there anything in the TRUE ad.that you particularly dislike? 45(46) (fANTINUE) - Yee ----- 1 - (SKIP TO Q.13a)- No ----~ 12b. What is there in the TRUE ad that you particularly dislilne7(PgOBE:) What else? 47-

#42318W 14.. gow many cigarettes doyousmoke in an average day4(60) 9 or less (less than1/2 pack) ----- 1 10ito19 (1/2 pack to 3/4 pack)----- 2 20to29 (1 pack) -- ----- 3 . 30to39 (1-1/2 packs) ----- 40 ormore (2 packaor more) -- - 5~ CLASSIPICATION 1ow, ,usr a:ew quesciona for statSstlcal purposes only. - - 15e 4har wae the last grade of school you coypleced? • " (61) . Somegraomar school (lat-7th grad6r) --- 1 CrammaCschool graduate (8Kh grade) - - - 2 . Somehigh school (9th-llth aradea) --- 3 ' . Highechool graduate (12th grade) ------ ^ Some college ------- -------- ----- - College graduete or beyond ------- ----- (dUND RESPONDENT CARD 16.) 16. Agaln, just for classification purposes, which letter on this card includes your cocal family income before taxes last year? (62) . . ' A. B. 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 $Y5,D00 ------- F. Over $25,000 ~ Refused ------- ------- -__----- Y 17. (INDICATE'SER.) (63) . . Na1'e. ---- ------------- ------ -..----- -<:J) Femala 2 ATTACH QUESTIONNAIRE TO SCREENER. I

A42318W 4. 5. Nhac do you remember about the TRIIE'advertieeoeatY (PROBE;) Nhat elae da yom renem6er7 . a J Aside from wanting you to buy them, what'wae the message the manufacturer was tryfngto get across to you about TRUE? (;PgOBE:) What else? ~ .(IFRESPONDENT SAYS "DDN'T RN06"' TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD 6.) ' 6. Thinking about what you've ]ust told me about the advertising message 'what , phrase on this cardbest deseribes how important this is to-youl (29) Ettaemely important ----- 6 Very important --------- 5 . .. . Somewhat important ------ 4 Somewhat unimportant ---- 3 Very unimportant -------- 2 Not at all importqnt --- 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 . - Sosewhat believable ----- 4 Somewhat unbelievable ----- 3 . - Very unbelievable ------ 2 . . - , . . Extremely unbelievable - - - 1 8. (HAND'RESPONDENT CARD 8.) . . . . And'y which phrase on this card best describes how different you think this message is from other cigaretteadvertisingP ___ (31) Extremely different ---- 6 . Very different ----------- 5 Somewhat different ------- 4- . Somewhat similar --------- 3 . . Very similar --------- 2 . Extremely similar ------ 1 9. (BAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card beat describes your interest in trying TRIIE cigarettes? (32) Extremeliy interested -------6 Very interested'------- 5 Somewhat interested ----- 4 Somewhat disinterested ---- 3 Very disinterested ---- - 2 Extremely disinterested - - 1 O 2 CJ A W Cn U

NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 #42318W 13- 6 NANE: PHONE .~ 3 06- 1. Plaaea take a few minutes to go through the advertisements in this book. Plaasetake as much time with each ad ae you oare to. If you ordinarily wear reading glasaea, you'll aeed them. (HAND RESPONDENT PORTFOLIO ANDTAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a fewqueetions about the ads in the book. What hrande or products do yoa remember seeing ads for in the book7(PROBE:) Any other branda4. (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS Amana Wge-___-_-- Dole PinaapPle 1 BankAmericaid/VISA -- 2 General Electric Washer -- 2 Golden Lighte---- Bayer Arpirin------ Hilton Hotels -------F3`) '. Golden golenaLawn Mower Budweiser -------- Canadian Club----- Coca Cola ------- Concord Watches--- 5 6 7 8. Old Spice Pocket Cologne - 5 Polaroid Camara-------- 6 Singer Sawing Machines --- 7 Taeter's Choice ---- Kent Colden-- Kent Goldea Lights- Kent Lighta----- --- Kent (Unsp.)----- Lights (linep.)---- Crest eoothpaeN--r- 9 Weight Watchers ------- 9 other (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS HENTIONED,.SKIP TO Q.3b.) (IFALL THREE CIGARETTE BRANDSIENTIONED, SKIP TO Q:4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember my ads for cigarettesY t1S) ` ->-~Viat brands do you remember seeing ads for4 . Any others? . ' . . .. . . True ___--------- - a Other (SPECIFY): y (14) 7 Luke -_-_--__-- 3 CoLdea Lights ----- 4. Golden (U¢sp.) ----- 5 Kent Golden ------ 6 ICent Golden Lights - 7 Kent Lights ------ 8 Kent (UnaP.) Lights (Owap.}----- 0 No ------ 2-i (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? (16) Yes ------- 1--iWhat brands were theylAny others? (16) 3 Golden Lights ------ 4 Golden (Unep.) -- 5 Kent Coldev ----- 6 ~ Kent Colden Lights -- 7 ~,. Kent Lights ----- 8 a ) 14nt (UnaP.) -_--_ OR 3b CONTINUE (IF TRUEHENTIONED IN Q $ 3a 9 Cd , . , . Lighta (Unap.3--- - 0 ~' (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ) TO Q.10 True x N . Other (SPECIFY): y

-4- ' 042318W' 13a. What one brand of cigarettes do you smokemost frequently7. (DO NOTi READ BRAND gAMES.) ,. . THE'STARRED BRANDS MOST BE PROBED; IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, cr Mul~ t~" made by Benson &Eedges4" IF CAMEL, ASK: "Is that Camel or Camel Lighte4" 11' KENT, AS%: "Ie tlµt Yent or %ant Golden Lights?" IF KOOL, ASK: "Ie that Kool, Kool Milds,or Kool Super Lights?" _ IFL & M, ASK: "Is that L& M, L & M Flavor Lights, or the longer L & MLights l00tm7" IF MARLBORO6 ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT., ASK:"Ie that Newport or Newport Lightsl"IF OLD GOLD, ASK: "Ia that Old Gold Filter or Old Gold Llghtel'~~ . IF'PALL MALL, ASC: "Is that Pa11Ma11 or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lightst" IF'gALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEMy ASK: "Is that Salem or Salem Lights?" - IFTABEYTON ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Men IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra MildtnIF WINSTONy ASK: "Is that Winston or Winston LightsY" . (52) Alpine Belair _______ Multi-Filter By Benson 8gedges Benson & Hedges Lights ---- -- *Beneon & Hedges (Other) ------ Camel Lights ------------ eCamel (Other) _-__--______- Carlton~_______-______________ Cfiesterfield -------- ---- ---- Daral (5`3) Fact -------- -- _---------- - 1 Gauloisee -------------------- 2 Iceberg 100'e ------------ -- 3 Kent Golden Lights -------- 4 *Kent (Other)~ _---_____---- 5 Kool Super Lights _____-__-- 6 Kool M10ds ----------------- 7 *Kool (Other)' 8 L.& MFlavor Lights ---------- 9 L & M Lights 100mm ---------- 0 *L &M (Other) --------------- x Lark ----- --_--------------- _ v (54) Long Johns --------- __------ 1 Lucky Strike ---------------- 2 Marlboco Lights --------------- 3 *Marlbaro (Other) ------------- 4 Max --------------- -------- - 5 Merit ------------------------- 6 (54) More -___-__-_---~-_ ] Newport Lights --------- 8 *Newport (Other) ----------- 9 Old Goid Lights : *Old Gold (Other) -------- y (55) Pall Mall Extra Mild --- 1 *Pall Mall (Other) --------- 2 Parliament Ultra Lights ---- 3 *Parliament tother) ------- 4. Philip Morris ----------- 5 Saleigh Extra Mild'~ --- 6 *Raleigh (Other) ------------ 7 Real ---- -_______8 Salem~Lights -^ ------- *Salem (Other) Saratoga x Silva Thine ---------- y (56) Tall --------------- 1 Tareyton Lights ----------- 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (other) ------------- 4 True 5 V a n g u a r d - - - - - - - - - - - - - - - - - - 6 Vantage ------------- --- 7 Viceroy Extra Mild~---------- 8 *V2ceroy (9ther) ----------- 91 VSrglnaa Slims ------------- 0 Winston Lights ---------- x *Winston (Other) ------------- y Other (SPECIFY): (57) 1 13b.. Is that filter or non-filter? (5 13c. Ie that regular, king-eize, 100mm or the extra-long 120mm7 Filter ---------- ------- I Non-filter ------ 2 M (59) 00 - - Regular ~ %ing-eise -----~ W 100mm ---_-_- 3~. 120mm 4