Tobacco Documents Online

#42318W 14. Eov many cigarettes do you smoke in an.average daj'2. - (60) . 9 or less (lessthan 1/2 pack) --------- 1 10 to 19 (1/2 pack.to 3/4 pack) 2 20 to 29 (1 pack) ---------- 3 . 30 to 39 (1-1/2 packs) --- S4~ 40 or more (2 packs or more) - ---- 5 CLASSIPICATION how, jwc a:ee questions for statistical purpo ses only. 15- Whar wasthe iast grsde of school you coqpleted7 •. (61) Some grammarschool (lsc-7ch grades) --- '1 Orammaxschool graduate (8Fh grade) ---- 2 Some high school (9th-llth grades) ---- 3 High school graduate (12rh grade) ----- 4~ College graduate or beyond ------------ 6 (ILIND RESPONDENTCARO~ 16.) . • - - 16. Aga1n, just for classification purpmses, which letter on this card includes your total famiiy income.hefore taxes last year? ~ . (62) .. A. Under $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 Refused -------- ----- -__----- y 17. (INDICATE SEB.) ~ (63) Male ------------------- ----- ------ -_ Female ----_-_-----____---_I ATTACNQUESTIONNAI!Rk TO SCREENER. 80-1

-3- #42318W (ASK ALL:) - 10. Let's take a fevsecoods to look at theTKUE ad again. (EXPOSE F0E 5 SECONDS AND BENOVE.) . What do you think.ie the nain idea the manufacturer wants to get acroea about TBUEY(pB08E:) Whatt elae? /AruJ "4t~ _~2 _ -5 (!/ka(. /-1. 33- 34 38- (OPEN PORTFOLIO TO- TPAE. AD.) llas Is there anything in the TEIIE adthatd youparticularlyIike4 (CONTINUE) - Yee -- . (SKIP TO Q.12a) -- No --- llb. What is there in the TEIIE' ad that you particularly like? (PgOBE:)What else? .. (39) 40- 42- 43- 44- 45- 12a. Ie there anything in the TBOEad that you particularly dialike7. ti (46) (CAtlT'1NUE)- Yea -- - (SKIP TO Qa3a) -- No ---(..2.2---- :2b. What.is there in the TRUE ad that you particularly dielikeT (PEOBE:) What elae?' , 4 4 5

1 +F42318iT 4. What do you remembar about tha T'RO&' edvertisemnt? (PgoBB:) What alae dc you reoembez4 _ . , 17 1s U !/ 19 216 -22* 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to you about TBOET (PROBE:) What else? 2 ' -. 2J)27-9 (IF RESPONDENT SAYS "DON'T KNOW" TO Q'.5, S&IPTO Q.10.) . -ter-, (HAND'RESPONDENTCARD 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? (29) Ext~ely important ----- 6 .. Very important ---------- 5 Somewhat lmportamt ------- 4 Somewhat unimportant ----- 3 Very unimportant ------- 2 Not at all important ------ 1 7. (HAND RESPONDENT CARD 7.) Agains 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 Sonewhat different ------ 4 Somewhat similar ---- ----- 3 Very aimilar --------- 2 Extremely similar -------- 1 ' 9. (HAND RESPONDENT CARD 9'.) a - Based on the message, which phrase on this card beat describes your interest in trying 1'&OEE cigarettes? - (32) ' Extremely interested - 6 Very interested ----- 5 Somewhat interested' ------ 4 gomewhat disinterested ---- 3 Very disinterested ------ 2 Extremely disiatereeced --- 1 p ~M ~ W ,~p ,

- • • -4- 642318W: 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) TEE STARRED BRANDS.MUST BE PROBED: - IF BENSON & HEDGES, ASK: "Is that Benson 6 Hedges, Beneon6 Hedges Lights, or lti-Filter" made by Benson 6Bedges?" . IF CAMEL, ASK: "Is that Camel or Caael Lights?" IF KENT, ASK: "1s ttµt Kent or Kent Golden Lights?" . Ip KOOL, ASK: "Is that Kool, Kool Mi~lds, or Kool Super Lights?" IF L & M, ASK: "Is that L 6 M, I & N Flavor Lights, or the longer L 6 M Lights 100mmP" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro LightsT^' IF NEWPORT, ASK:"Ie that Newport or Newport Lights?" !IF OLD GOLD, ASK; "Is that Old Gold Filter or Old Gold Ligh-ts1'~ . IF PALL MALL, ASKo "Is that Pall Mall or Pall Mall Extra Mild?" IFPARLIAMENT, ASK:"Ia 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` TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareytonLOV Tar Menthol7K . . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lighte?O1 (52) A1Pine ------- -_____- _____ I Belair ------ ---------- -_ 2 Multi-Filter By Benson & Hedges 3 8enson 6 Hedges Lights ------- 4 *Benson & Hedges (Other)---- 5 Camel Lights ------------- 6 •Camel (Other) --------------- 7 Carlton --______--_--_-_-_ 8 Chesterfield ------------ 9 Decade -------- -__--_-_ 0 Doral ____-_____----__-_ x Eve ------ -_------ ------ - (53) Fact ------------------------- 1 Gauloisea------ ----------- - 2 Iceberg 10Ws ---------------- 3 K¢at Golden Lighte --------- 4 *Kent (Other) 5 Kool Super Lights ---------- 6 Kool Miids --------------- 7 *KOol (Other) --------------- 8 L& MBlavor Lights --------- 9 L 6 M~Lighte 100mm --------- 0 *L 6M. (Other) x Lark v (54) Long Johns --_--------------- 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 *Marlboro (Other) ------------- 4 Max -------- _-------- ----- - 5 Merit ------ _------- -_----- 6 13b. Is that filter or non-filter? 13r. (54) More Nea•port Lights - -- 8 *Newport (Other) --- -- 9 Old Gold Lights -- -- x *01d Gold (Other) ---- - y (55) Pall Mali Extra Mild , 1 *Pall Ma11 (Other) - - 2 . Parliament Ultra Lights --- 3 *Parliaaent fother) - Philip Morris -- --- 4 --- 5 -- 6 Raleigh Extra Mild *Raleigh (Other) 7 Real 8 Salem Lights ---------- 9 *Salem (Other) ---------~ 0 Saratoga----- - z Silva Thins --- ---- y (56) Tell -_-_- __- -__-__-1 Tareyton Lights ---------- 2Tareyton Low Tar M.nthol ----- 3*Tareyton (Other) ---------- 4 Vanguard ---- ------- ------- Vantage ----- -_-V.---- --_ 5 6 7 Viceroy $ztra Mild--------- 8 *Viceroy (Other) -^------ A Virginia Slims -------------- Wineton Lights *Winston (Other) ---------- y Other (SPECIFY): (57) Is that regular, kiag-siae, 100mm or the extra-long 120mm? (58) Filter ---- 0 Non-fil~ter F+ (59) G~a Regular ------ -, ---- 100mm -------- ~

NATIONAli CONSENSUS SURVEYS #42318W BO1 Second Avenue ' New York, New York 10017~ 13-6 NAME: p`iWVUrt~IA. /Jtl'y1Cl` PEONE 8: ry J.3 -SL-1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you sare to. If you ordinarily wear readingglaseee, you'll need them. . - (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask.you a few questions about the ads in the book.. What brands or products do you remember seeing ade for in the book? (PgOBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES'OR PRODUCT CATEGOKIES.) GENERAL ADS CIGARETTEADS Golden~ Lights ----- Goiden= (Unep.) -- Kent Golden Kent Golden Lights - Eent Lights ------- Kant (Unsp.) - --- LighCs (UnaP3 --___- Amame Range--------- 1 Dole Pineapple 1 Luka-__--_---_- 3 BankAmericard/VISA --- 2 General Electric Waehar - 2 Golden Lights---- Bayar AsPirin------ 3Bilton Hotels ------- 3 Golden (Unsp.)--- -5 Boleaa Lawn Nower ---- 4 Kawaaaki --------------- 4 Kent Goldan----- --- 6 Budweiser -------- 5 Old Spice Pocket Cologne { Kent Golden Lights- 7Y - Canadian Club------ 6 Polaroid Camera---------~7 Kent Lights----- 8 -Coca Cola -------- -- 7 Singer Sewing Nachlnee---U4 Kent (Unap.)------ ' 9 Concord Watchea-----45D Taeter'e Choice ------~7 Lights (Unap.)--- 0 - Creat Eoothpaste---.--& Weight Watchers -------- 9 True---- --= Other (SPECIFY): 7 (IF NO'CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) - (IF ONLY ONE'OR.T1i0 CIGARETTE BRANDS MENTIONED, SKIP TO.Q.3b.) . (IF ALL TBBEE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO'CIGAEETTE BRANDS MENTIONED ABOVE, ASK:) Do you repemb.raay ads for cigarettesl r, .. • .. ~15) 1-D'iW6t brande do you remember seeing ads for4. . Any others? . . .... " ... . ,•.~~.. Luke 3 . Golden Lights ---- 4 Golden (UpaP. ) ---- 5 . Kant Golden ------ 6 ' Kent Golden Lighte -- 7 . Kent Lights ----- S Kent (Unap.) ------- 9 . Lights (llesp.~----- 0 True - x Other (SPECIFY): No ------ 2-•j (SKIP TO Q. 10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b, Do you remember any ade for any other brands of cigarettes? /\ I ------ \. 1-_4---*PWhat brands were they? Any othere4 No __________ 2 (IF TRUENENTIONEDIN Q.2, 3a, OR 3b, CONTINUE.) (IF'TRUENOT NENTIONEDIN Q.2, 3a, OR 3b, SKIP TO Q.10,) True 0 Y (16) 3 4 5 0 6 J.a 7 SO 9 W 0 b Other (SPECIFY): ~ ~~t~;