Tobacco Documents Online

r NATQONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 13- 6 PHONE #: ~7~2 y^- 76 ~ 9 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you aare to. If you ordinarily wear reading glassea, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) I I i 2. Now, I'd like to ask you a few What brands or products do Any other brands? (DO NOT questions about the ads in the book. you remember seeing ads for in the book? (PROBE:) READ EITHER BRAND NAMES:OR PRODUCT CATEGORIES.) GENERAL ADS Amana l;ange--------- BankAmericard/VISA -- Bayer Aspirin----- Bolens Lawn Mower ----- Budwei'ser ---------- 5 Canadian C1ub------_~ Coca Cola ------- --- Concord Watches------ 8' Crest toothpasee~- 9 Dole Pineapple -- ------- General Electric Washer -- ------- Hilton Hotels Kawasaki Old Spice Pocket Cologne - Polaroid Camera--------- Singer Sewing Machines --- Taster's Choice Weight Watchers --------- 1 CIGARETTE ADS (14) Luke--- ------ 3 Golden Lights----- Golden (Unsp.)---- -S _ Kent Golden------- 6 - Kent Golden Lights- 7" 6 Kent Llghte------- 8 7 Kent (Unsp.)------- 9 8 Li hts Uns .)----- 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 THBEE CIGARETTE BRANDS MENTIONED, SKIP'TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? 1 -:5Riat brands do Any others? #42318W I you remember seeing ads for? Luke - 3 Golden Lights 4 Golden (Unap.) 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Li hts 8 g Kent (Unep.) ------- 9 Lighta ~Unap.~------ 0 True --- x Other (SPECIFY): No ------ 2--l~-(SKIP TO Q.10) r (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? y (16) Yee -------- 1------ !>What brands were they? Any others? (16) Luke - -- 3 No ---------- 0 Golden Lights ----- 4 Golden (Unap.) ------ 5 Kent Golden -------- 6 ~ OR 3b CONTINUE.) 3a (IF TRUE MENTIONED IN Q 2 Kent Golden Lights -- Kent Lights -------- Kent (Unsp.) ------ 7 ry 8 CJ 9 w , , . , Lights (Unep.)--__ 0 ~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP 0) True ---~-- - - x TO Q.10,) - Other (SPECIFY):

-2- #4231i8W I . .: 4. What do you remember about the do you remember? TRUE advertisement? (PROBE:) What else Q 2 21-~ -2,2- 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? ~ L4) 23 ~4 25 W 27-J (IF RESPONDENT SAYS "DON'T KNOW° TO Q.5, SKIP TO Q.10.) - (HAND RESPONDENT CARD 6.) 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? 129) Extnemely important ----- 6 Very important ------------ 5 Somewhat important ------- 4 Somewhat unimportant ------- 3 Very unimportant ---------- 2 Not at all important ---- 1 7. (HAr1D 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 similar -------- 1 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested ------• 6 Very interested ---------- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ------ 2 Extremely disinterested --- 1 ba

r -3- #4231:Bw (ASK ALL: ) 10. Let's take a few second's to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AND REhIOVE. ) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? (OPEN PORTFOLIO T0 TRUE- AD.) lla. Is there anything in the TRUE ad that you particularly like? 38- (CONTINUE) - Yes (SKIP TO Q.12a) -- No ---------- Ilb. What is there in the TRUE ad that you particularly like? (PROBE:) What else? _ ~. L {-..¢. ~rsc-Gs~l~o ( / 40- J J" ~P~ ~ ~J 1 a..- y y 43-;t 44- 45- i2b. What ie there in the TRUE ad that you particularly dislike? (PROBE:) What else? (SKIP TO Q.13a) -- No (COWTINUE) - Yea -------- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) 4 4 ~ ~- 2

. . -4- #42318W' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) (52) Alpine ------------------------ 1, Belair ----------- -------- --- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4' *Benson & Hedges (Other) ------ 5 Camel' Lights -------------- 6 *Camel (Other) --------------_<p Carlton ------------------- --- ChesterfYeld'------------ --- 9 Decade ----------------------- 0 Doral ----------------------- x Eve -------------------------- (53) Fact --------- -------------- - 1 Gauloisea --------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights --------- 4 *Kent (Other) ----- -------- 5 Koo1 Super Lights ----------- 6 Kool Milds ---------------- 7 *Kooi (Other) ---------------- 8 L & M Flavor Lights ----------- 9 L & M Lights 100mm ---------- 0 *L & M (Other) ----------------- x L a r k------------------------ v (54) Long Johns -------------------- 1 Lucky Strike ----------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------- 4 Max ----------- ------------- - 5 Merit ------------------------- 6 THE STARRED BRANDS MUST BE PROBED. IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or M~Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?p1 IF KENT, ASK: "Is t4at Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool!, KooliMilds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L & M 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 Gold Filter or Old Gold Lights?" ts?'r IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall, Extra Mild?" 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 TAe2EYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Mentholr IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" (54) More ------------------------- ..7 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) ------------- 2 Parliament Ultra J,ights -------- 3 *Parliament t0ther) 4 Philip Morris --- Raleigh Extra Mild ----- *Raleigh (Other) -- Real ----------- - - - - Salem Lightg ------------------- *Salem (Other) Saratoga ----------------- Silva Thins ---------------- -- T a l l ------ --------- --------- 5 6 7 8 9 0 x y (56) 1 Tareyton Lights 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) -------------- 4 True ------- ---------- 5 Vanguard --------------------- 6 Vantage -----=---------------- 7 Viceroy Extra Mild ----------- 8 *Viceroy (Other) ---------------- 9+ Virginia Slims ----------------- 0 Winston Lights x *Winston (Other) y Other (SPECIFY): (57) 13b. Is that filter or non-filterfi 13c. Is that regular, king-size, 100mm 1 (58) 0 Filter ----------- Non-filter ---- 2~b~ or the extra-long 120mm? (59Z ;A 8egular ---------c-11~1 G.j King-size ------- 2 (p 100mm ---------- 3 120mm ----------- 4 .

-5- #42318W 14. Iiow 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) -7--- ---- 3 30 to 39 (1-1/2 packs) --- ~_ ~ 40 or more (2 packs or more) - CLASSIFICATION how, juat a:ew quesrions for statisticali purposes only. u- What was the last grade of school you complKted? (61) Some grammar school (let-7th grades) -- -1 Crammar school graduate (8th grade) ---- 2 Some high school (9th-llth gradea) ----- 3 High school graduate (12th grade) ------ College graduate or beyond ------------- S ome c o l l e ge --------- ----- ----- --- (HAND RESPONDENT CARD 16.) I 16. Again, just for classif!ication purposes, which letter on thls card includes - your total family income before taxes last year? (62) A. Uhder $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 --_---------~ F. Over $25,000 ----------------- -- 6 R e f u s e d------------------------ y ) kO- (LNDICATS SE% 17 . . Mele ------------------- ------ ------- Female ------------------_------- ATTACH QUESTt©NNAIRE TO'SCREBNER.