Tobacco Documents Online

f42318W' . 14. How many cigarettes do yousmoke in an average day? (60) . . 9 or less (less than 1/2 pack) 1 10to19 (1J2 pack to 3/4 pack)---- 2 20to29 (1 pack) --------- 3 .. 30 to 39 (1-1/2 packe) ------ 4 40 or more (2 packs or more) - CLASSIFICATION kov, jusc a:ev questions for statistical purposes only. u. What vaw the last grade of a'chool you coypleted2 • (61) Some gra®ar school (lat-7th gradaa) --- 1 Grammar achool graduate (8th grade) --- 2 somehighschool. (9th-llth grades) ---- 3 High school graduate (12ch grade) --- Some college ---------------------- College graduate or beyond ------------- . (lL1N0 RE5P0NOENT'CARD 16.) 16. Again, Sust for classificatiom purposes, which letter on this card includes _. your total family income before taxes last year? (62) ' A. Under $7, 500 ----------------- `' 1' 8. $7,500 to 510,000 ----------- 2 C. Over $10,000 to $15,000 ---------- 3 . 0. Over $15,000 to $20,000 -------k '~L~ . E. Over $20,000 to $25,000 --»---- 5' . F. over $25,000 --------------- 6 - Refused ----- -------- -__-_---_ y 17. (1NDLCATE SEX.) - (63) Muie ---------------------------------~ Female ATTACH QUEST[ONNALH6 TO SCREENEg. . I ao-1

! $4231gW (ASK ALL:) 10. Let's take afev 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 gat across a6out TRUE? (PROBE:)lihat else? t.._Iz-z: 98- I (DPEN PORTFOLIO TO- TRUE_ AD.) 11a.. Ie there anything in the TRUE ad that you particularly like7 (SKIP TO Qs12a) -- No ---- 2 ilb. What is there in the TRUE ad that you particularly like? (PROBE:) What else? . . (COBTIEUE) - Yes -- 09-'.~; Yl- . f(3- 44- _ 45- 12a. Is there anything in the TRUEad that you particularly.dislike?. (46) (COLITINUS)-Yee---- 1 ------ 2~' (SKIP TO Q,13a) -- No i2b. What is there in the What elae? TRUE ad that you particularly dislike?. (PROBE:) O Ya 2 w ~ r+

1~ 64231867 4. What do you remember about the TRUE advertiaamentl~ (PROBg:) fihat alse do you r5e.rt3er? . 7 . . . 17-y 18s, u 19-0 5. Aside from wanting.you to buy them, what wae the message the manufacturer was trying to get across to.ypu about TRUE? (PROBE:) What else? 7` - 23-Lj 2 8J (IFRESPONDENT'SAYS "DON'T KNO4Y' TO Q.S, SKIP TO Q.10.) - (HAND RESPONDENT CARD 6.). 6. Thinking about what you've just toldme about the advertising meseage,what phrase on this card best describes how important this is to you? Extaemelyimportant ---- Very important ------------ Somewhat important ------- 4 Somewhat unimportant ----- 3 Very unimportant ------- 2 Not at all important ---- 1 7. (HANDRE9PONDENTCARD 7s) Again, thinking about the advertising message, whi ch 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 huw 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 Extremely similar --------- 1 9. (HAND RESPONDENT CARD 9.) 1 Based on the message, which phrase om this card tieat describes your intereet in trying TRUE cigarettes? - (32)gxtremely interested -------6 ' Very interested 5 - Somewhat interested ------ Somewhat disinterested ---- 3 Very disinterested --- 2 ~ Extremely disinterested - 1 26 27 2 W ~ O1 0

~ NATIONAL CONSENSUS SURVEYS a42318W - 801 Second Avenue New York, New York 10017 . . 1. Please take a few minutes to go through the advertisements in this book. Please takeae much time with each ad ae you aars to. If you ordinarily wear reading . glasses, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like toaek you a few questione 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 ADS Amane Range------- -- I BankAmericardlYISA --- 2 Bayer Aepirin------- 3 Bolens Lawn Nower --- Budweieer - - - - -- - Canadian Club---- Coca Cola ------- - Concord Watches- 8 Taster'e Choica ------- 8 Crest toothpasee-.-^- 9 Weight Watchers -------- 9 Dole Pineapple --------- 1 General Electric Washer - Hilton gotals Kawasaki ------ Old Spice Pocket Cologne - 5 Polaroid Camera------- Singer Sewing Machines -- CIGARETTE ADS Golden Li;hta---- Golden (Unsp.)--- 5 Kent Golden------ 6 - Kent Golden Lights- _7 - Eent Lighta----. 8. I Kenr (Unsp.)----- 9 L1gh[s - 0 ~ True--__-~ 0ther (SPECIFY)s . (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO q.3B.) (IF ALL TNREE CIGARETTE BBANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ada for cigarettes? (13)' ---!i xw..at brands do you remeaDer seeing ads for? . . Any others? ..., ... . ;:"'~. Luke ----- 3 Golden Lights ---- 4 Golden ([hsap, ) ----- 5 Kent Golden ----- 6 Kent Golden Lights -- 7 Kent Lights ------- 8 Kent (Unsp.) ----- 9 Lights (Onep.~----- 0 i . other (9PECIFY): y No ---- 2--~j(SKIP TO q.10) i ' J (IF "ONE" OR."TWO" CIGARETTE BRANDS MENTIONED, ASK;) 3b. Do you remember any ads for any otherbrande of cigarettes? (16) Yea ------ 1--iWhat brands ware they? Any others? (16) 3 . No Golden Lights -~~ gelden (Unep.) - 4 5 Kent Golden ------- 6 Kent Golden Lights -- 7 p Kent Lighta ----- 8 N (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unep.) ----- - 9 W Llah[e (Uaep.}--- 0 ,A (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 ) True _ i V1 , Dther(SPECIFY):

_4_ 442318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) TgE STAFREDBRANDS MUST BE PROBED: IF BENSON 6 HEDGES, ASK; "Is that Benson & Hedges, Beneon.6 Hedges Lights, or "Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Caarel Lights?" IF KENT, ASK: "Is that Lent or Kent Golden Lights?" . IF K00L, ASK: "Is that Kaol, Kool Milds, or KooP Super Lights7" IF L 6H, ASK: "Is that 1 6 N, L & 14 Flavor Lights, or the longer L 6 I4 Lights 100mm?" 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 Cold Filter or Old Go1d 75r Li hc g s IF FALL MALL, ASK: "Is that Pall Hall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RAI.EIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Ligbts7" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton 1osr Tar Menthol~7r IF VICEROY, ASK: "Is that Viceroy or Vicerey Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" . (52) (54) Alpine. -------- ------- ___-_- I Belair 2 More Newport Lights - ----- B Multi-Filter By Benson & Hedges 3 Beneon5 Hedges Lights ------ 4 *Benson~6 Hedges (Other) ----- 5 *Newport (Other) ------------ 9 Now 0 Old Goid Lights --- --- x Camel Lights -__-_--------- 6 *Camel (Other) --------------- 7 •Old Gold (Other) --~- Y (55) Carlton ------ ---------- _-__ 8 Pail Mall Extra Mild , --- 1 Chesterfield'----^----9 *Pall Mall (Other) --- -'- 2 Decade _---------- ----- -__ Parliament Ultra Lights --°-- 3 Doral ---____-___--------- x *Parliament kOtber)- -- 4 - -- Morris - Phili ----- 5 gi.e 3 p -- 6 (5 ) Raleigh Extra Mild .~ Facc ______ 1 *Raleigh (Other) ----- °- 7 Gauloises ---- -------------- Iceberg 100's --------------- 2 3 Real Salem Lights --- --~--- 9 Kent Golden Lights ---------- 4 *Sa1em (Other) -------- 0 *Kent (Other) _------ ------ - 5 Saratoga ----- ---- a Kool Super Lights -------- 6 Silva Thins --------- y 7 (56) Kool Milds ---- - - -- - ----- - *Kool (Other) ---- -__-_-_____ 8 Tall -__r____------------ I L & M Flavor Lighte ---------- 9 Tareyton Lights --------^ 2 L 6 M Lights 100mm -------- 0 Tareyton Low Tar Menthol ----- 3 *L 6 M (Other) -------------- X *Tareyton (Other) --------- 4 Lark --- -______-(54) Long Johna ---- -_-___________ Lucky Strike --------------- Marlboro Lights -------------- *lfarlboro (Other) ----------- Max ------- -_-_____ Merit ---------- -___________ 1 2 3 4 5 6 True . Vanguard ------------------- Vantage -____~ 7 Viceroy Extra Mild -------- 8 *Viceroy (Other) ---------- A Virginia Slims ----------- 0 Winston Lights ----------- x *Wineton (Other) --------- y Other (SPECIFY): (57) 1 1 13b• I~a that filter or non-filter? 13c. Filter ------- Non-filter ----- A N king-siee, 100mm or the extra-long 120um? (59) .,0j Is that regular , . Regular --------- 1 King-efae ----- 100mm 120mm