Tobacco Documents Online

A42318W 14. Tiow.many cigarettes do you smoke in an average ¢ay2 (60) 9 or less (leas than1/2 pack) ------ 1 10 to 19 (1/2 pack to 3/4 pack) --- 2 20,to 29 (1 pack) ------- 3 30 to 39 (1-1/2packe) ----- 40or more (2 packs or more) --- ~ CLASSIFICATIOR how, ,i ~st a iew quescions for sta[istlcel purpoies only. 15- What vaa chelast grade of school you compleCedT • (61) Somegrammar school (let-7th gradaa) ---1 Craowar school graduate (8th grade) --- 2 Some high school (9th-llth grades) ----- 3 High school graduate (12chgrade) ------ 4 Some.college --------------- ------ 15 College graduate or beyond------------ (NAND RESPONDENT CARD 16.) 16. Again, just for c lassification pur pose a, which letter on thia cardincludea your total family income before ta xes 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 co $25,000 ---- 5 .. F. Over $25,000 ---------------^-- G~) ' Refused ______________----_-__ Y 17. (iNUiCATE SEX.) - (63) Male ------------------------ ------ -_ 1 . Female ap CN QUESTIONNAIRE TO SCREENER I 80-1 I

942318Ii (ASK.ALL:) . 10. Let's take a few seconds to look at the TRUE ad agaia.. (EYPOSE FO8 5 SEfANDSAlm EE1tlVE.) What do you think is the main idea the nanufae[urer wants to get across about TRUE? (PROBE:) What else? (OPEN PORTFOLIO T0TEUE- AD.) lla. Is there anything in the TRUEa&that you particularly like2 (COBTINOE)-- Yea _--- (gKIP TO Q.12a)-- So - - Ilb. What is there in the TRUE ad that you particularly like? (PgOBE:)What else'4 /( L'a ~- 42-aY 43-a 44- 45- 12a. Is there anything in the TEUEad that you particularly diiliket. (46) (CONTINUE) . - Yee ----- 1 - (SKIP TO Q:13a) - No -------~. :2h. What is there in the TEUE' ad that you particularlydielikel (PgOBE:) What else? , 4

0 542318W' 4. What do you remember about the do you remam~%r r /iK.._._ ! L_ T 5. Aside from wanting you to buy them, phat was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? .~.- , 23 ~ . - tI~T t~m? L /f 2z 25 (IF'RESPONDENT SAYS "DON'T KNOW" TO Q.5, SRIPTO Q.10.) -ZI (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? (29) Extnemely important ------ 6 Very important --------- 5 Somewhat important ------- 4 Somewhat unimportant ------ 3 Very unimportant Not at all important 7. (HAND RESPONDENT CARD 7.)Again, thinking about the advertising.meesage, which phrase on this card best describes how believable this is to you? (30) Extremely believable --- 6 Very believable ---^--- Somewhat believable ---- Somewhat unbelievable ----- . Very unbelievable ------ 2 _ - Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD B.) --- And, which phrase on this card best desczibeehow different you think this message is from other cigarette advertising?° -- --- -- (31) Extremely different ------ 6 . Very different ------- 5 . Somevhat different ------- 4 Somewhat similar ---- ----- Very similar ----- 3 2 ' Extremely similar -^------y +~ - _ . 9. (HAND RESPONDENT CARD 9.) v~ Baeed.on the message, whichphrase on this card best describes your interest in " trying TRUE cigarettes?~- (32) Extremely interested ---- 6 " Very interested - - - - - - - - 5 . Somewhat interested ------- 4 Somewhat disintereeted ----- 3 Very disinterested ----- - 2 ----~'~ Extremely disinterested ~ W W m M TRUE advertieament? (PEObE:) What mlae

I ) ' NATIONAL CONSENSUS SURVEYS ~ 801 Second Avenue Nev York, New York 10014 #42318W 136 _ PHONE p: ~' - 1. Pleaee take a'few minutes to go through the advertisements in this book. Please take as much time with each ad as you aara to. If you ordinarily wear reading glaeaes, you'll need them. ' (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE'CONTINUING.) 2. Nou, I'd like to ask you a few questions about the ads in the book. What braands or producta do you remember eeeing.ads for in the book?. (PEOBE:) Any other brands? (DO NOT READ EITBER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana !(aoBe------- ~- 1 Dole Pineapple -_-__-_- 1 Luke--------- 3 BankdmericerdlYISA --- 2 General Electric Washer -- 2 Golden Llghte---- C' Bayer Aep1r1¢------- 3Nilton gotele--------- 3 Golden (llnep.)-- -9 Bolene Davn Nower --- 4 Kawasaki ---- -------- --® Kent Golden--- 6 ----- . Budwelser --------- 5 Old Spice Pocket Cologne 5 Kenc Golden Lights- 7"_ Canadian Club------ 6 Polaroid Camera-----O- Kent Lights----. 8 - Coca Cola --------- 7 Singer Seving Machines Kent (Dnap.)----- - 9 - Concord Watches---- 8' Taeter's Choice ----- Lights (Uaep.)--- 0 -- Crest tuothpaseb- 9' Weight Watchers ------- Trun-------__- x _ _ Other (SPECIFY): (IF NOCIGARETTE BRANDS MENTIONE]lABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (LF ALL TI~SE CIGARETTE BRANDS MENTIONED, SKIP TOQ.4.) 3e. (IF NO,CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember ny, ads for cigarettes? 3b. brands do you remember seeing ads for? Any others? ..c'~ Luke --_-_-_____ 3 6olde¢ Lighta ----- 4 Golden(Oasp.) 5 Kent Golden 6 Kent Golden Lights -- Kent Lights ------ 7 B Kent (Unep.) - Lights (Daep+---- 0 True : Other (SPECIFY): No-------- 2->(SKIP TO Q.IO) (IF "ONE" OR "TWO" CIGARETTEBEANDS MENTIONEDI ASK:) Do you remenbereny ads for any other brands of cigarettes? i (1 .. Yee ------- What brands were they? Any others? (16) Luke __-_-~---- 3 No ------- - 2 Golden Lights --- 4 Golden (Unep.) --- 5 ~ Kent Golden ------ 6 `,. Kent Golden Lights -- 7 w (IF TRUE'MENTIONEDIN Q.2, 3a, OR 3b, CONTINUE.) Kent Lights ------ Keat (Unep.) __~-_ 8 ~ W 9 LS [s(Unap.3---- 0 CO (IF'TRUE NOT MENTIONED IN Q,2, 3a, OR 3b, SKIP 1 TO Q.10 True , Other (SPECIFY): y

- - -4- . 842318W` 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.). . THE SIAFREDBRANDS MUST BE PROBED; IF BENSON & HEDGES, ASK: "Is that Benson 6 Hedges, Bensone Hedges Lights, or ulti-Filter" made by Benson 6Hedges?" IF CAMEL, ASK: "Is that Camel or Caael Lights?" IF KENT, ASK: "Is that Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool M11ds, or Kool Super Lights?" IF :. & M, ASK: "Is that L & M, I & M Flavor Lights, or the longer L & M Lighte 100mm?" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro LightsT"' IF NEWPORT, ASK:. "Is that Newport or Newport Lights?" IF OLD GOLDy ASK: "Is that Old Gold Filter or 01d Go1Q Ligh[s?'r IF'PALL MALL, ASK: "Is that Pa11 Mall or PaLl Mall Extra Mild?" IP PARLIA'ENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ia that Raleigh orBaleigh Extra Mild?" IF SALPM, ASK: "Ia that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, at Tareyton Low Tar Menthol?rs . - IF VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or WinstonLighta4" . (52) Alpine ------------ -__------- I Belair ----------- ------ -_ 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4 *Benaon & Hedges (Other) ------- 5 Came1 Lights 6 •Camel (Other) -------------- 7 Carlton ------ -------- 8 Chesterfield -----------' 9 Decade -__------ -___--_-- 0 Daral. ---- --------- ------ - x Eve ----- -__----- ___-- - -(53~) Fact -------- --_------------ 1 Gauloises ---------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lighta.------- -- 4 *Kent (Other) -------- -_----- 5 Hool Super Lighta -- ------ 6 Kool Miids -------------- 7 *Kool (Other) _-____-_-___- 8 LS M~Flavor Lighta ---------- 9 L 4 MLights 100mm --------- 0 *L 6 M~ (Other) ---------------x Lark ------------------------ v (54) Long Johns ____________________ 1 Lucky~ Strike --------------- 2 Marlboro Lights ------------- 3 *Marlboro (Other) ------------ 4 Max ------------- ---------- - 5 Merit ------------------------- 6 (54) More ~7 Newport Lights - ---- 8 *Newport (Other) 9 Old Gold Lights --- --- x *Old Gold (Other) --------- Y(55) Fall Mall Extra Mild , --- 1 *Pall Mall (Other) -------- 2 Parliaacnt Ultra Lights --- 3 *Parliament tOther) ------- 4' Philip Morrie ------------- 5 Raleigh Extra Mild~ --- 6 *Raleigh (Other) -----^---- 7 Real ----- ________--_-_-_ 8 Salem Ligbts 9 *Salem (Other) --------- ~' Saratoga. -----____--_~_---_ x Silva Thine ---- -- y (56) Tall , 1 .. Tareyton Lights 2 Tareyton liov Tar Menthol ---- 3 .. *Tareyton (Other) ----------- 4 True. ___-__.._-.___-+_....------ 5 . Vanguard 6 . Vantage ----- ----- ------- -_ 7 . Viceroy Extra Mild.-----+-- 8 Wiceroy (Other) ------------- 9 Virginia Slims ------------ 0 , Winston Lights ------------- x . *Wineton (Other) ------------- y Other (SPECIFY): (57) 1 - 13b. ( Is that filter or non-filter? Filter ---------r y Non-filter -----~~~222 M an 13r. Is that.regular, king-size, 100mm or the extra-long 120mm? (59J„ 4h Regular ---------(„7 .. King-eize 2 OD 100® -------- 3 120mm ------ ---- 4 .