Tobacco Documents Online

e42318w 14. Eov many cigarettes do you smoke in an average day4 (60) 9 or less (leas than 1/2 pack) ------ 1 10 to 19 (1/2 pack to 3/4 pack) - - 2 20 to 29 (1 pack) ---------- . 30 to 39 (1-1/2 packs) 40 or more (2 packs or more) - - CLASSIPICATION . 3 now , just a:eww questlons for scatistical purposes only. 15. What waache last grade of school you completed? . (61) Some grammar school (lst-7th grades) --- Z Orammar school graduate (8th grade) -- 2 some high school (9tN-llth gradea) ----- 3 Nigh school graduate (12th grade) ----- ~ College graduate or beyond ------- ----- .6 ( ILII`ID RESPONDENT CARD 16.) 16. Again, just for c lassification pur pose s, which letter on this card includes your total family income before ta xes last year? (62) .. A. B. Under $7,500 - $7,500 to 510,0 -------------=1 00 ----------- 2 C. Over $10.000 to $15,000 --------- 3 . . 0. Over $15,000 to $20,000 ------- 4 . . E. Over $20,000 to $25,000 ------ 5 P. Over $25,080 17. (iNDICATE'.SEB.) (63) Male _____-- ------ --_-__1 : ATTACII QUESTIONNAIRE TO SCEEENEH. L~:-,]

a4231gw 10. (ASK ALL:) - Let's take a few seconds to look at the TRUE ad again. (EYPOgE POE.5 - EEC.ONDg'91ID REMOVE.) . What do you think iethe main id ea the manuPacturer wants toget across about TRUE? (PROBE:) What else? 33-RY C.K/ J t , ~ q C 61 - 3 - 38- 11a. (OPEN.PO&TFOLIO TO- TRUE- AD.) Ia thereauythiagia the TRUE ad that you particuParly like? (39) ..- . . . (fAHTINUE) -- Yea ---- - I . (gYIP TO Q.12a) -- No -------- <D - ilb. What is there in the TRUE ad thatt youparticularly like? (PEOSE:) . - What else? . 40- 41- 42- 43- 44- 12 45- TRUE hi i lik I a. s there anyt ng in the ad that you particularly d a e? (46) .. (CA9TINQH)' .. (SEIP TO Q.13a) - Yea----- 1 - No -----C) .2b. What is there in the TEUE'ad that you particularlydlaiike? (PROBE:) What else? .

r SA2318p 4. What do you remembsr about the TRUBadvertisemeat? (PEDSE:) What else do you remgmbar? . . . . 5. Aside from vanting.you to buy them, what was the message the manufacturer was trying to get across to yQu about TEUE? (PEOBE:) What else? ~~ 23 24 (IF'RESPONDENTSAYS "DON'T KNOW" TO Q.5, SKIP TO Q.1O.) (HAND RESPONDENT CARD 6.) 25 48- fi. Thinking about what you've just toldime about the advertising message, what phrase on this card best describes how important this is to you? (29) Extvemely important ---- 6 .~ - Very important -------- 5 .. . Some+hat important ----- 4 Bouevhat unimportant ---- 3 Very unimportant -------- 2 Not at all important ------ 1 ._ 7. (HANDEESPONDENT CARD 7.). Again, thinking.about the advertising meesage, which phrase on this card beat describes how believable this is to you? (30) " - Extremely believable ----6 - Very believable -- -5 . Somewhat believable ----- 4 Somevhat unbelievable---- 3 .. Very unbelievable ------ 2 Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD 8.) .._.. ~.-.,... . . _ .. .. And, vhich, phrase on this card besc describes how different you think this message is €rom other cigarette advertising? (31) Extremely different ------ h . . Very different --------- 5 _ - Somewhat different -------- 4 Somewhat eimilar -------- 3 ^ Very similar ------- 2 Extremely similar --------1 9. (HAND RESPONDENT CARD 9.) . Based on the message, which phrase on this cerd best describes your interest in - trying TRUE cigarettes2. . (32) Extremely interested ---- 6 Very interested ------- 5 Somewhat interested ----- 4 . Somewhat disinterested ---- 3 . Very disinterested ------- 2 Q Extremely disinterested --- 1 ~ W W OD DD

-4- 94231gW- ~ 13a. What one brand of cigareetesdo you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STABREDBRANDSMUSD BE PROBED: . IFEENSON & HEDGES; ASK: "Is that Benson & Hedges, genson,& Hedges Lights, . or lti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Cauel or Camel Lightsl"IF KENT, ASK: "Is t4at Kent or Kent Golden Lights?" . IF KOOL, ASK: "Isthat Kool, Kool MSlds, or Kool Super Lighte4" IF L& M, ASK:"Ia that L 6 M, L & Fi Flavor Lights, or the longer L & H Lights 100mm?" . IF MARLBOROj ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK:"Ie that Newport or Newport Lights4oIF OLDGOLD, ASK; "Is that Old Gold Filicer or Old Go1d Lighr IF PALL MALL, ASY: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LighteP" - IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild7f" IF SALEM, AgiC: "Is that Salem or Salem Lights?" IF TAREYTONj ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Mentol7~. IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mi1d1" . Ig WINSTON, ASK: "Ie that Winston or Winston Lights?" . ... . (52) Alpine -_..--------------______ 1 eelair ---------------- 2 Mnlti-Filter gy. Benson & Hedges 3 Benson & Hedges Lights ------ 4 - *Benson & Hedges (Other) 5 Camel Lights ----------- -- 6 *Camel (Other) ---------------- 7 Carlto¢ 8 Chesterfield -------------- 9 Decade ------- ---------- -_ 0 Doral ------------------------ x Eve ----- ---------------- -(Sy) 3 Fact ---- --_-------- -_-_- 1 Gauloiees ----------------- 2 Iceberg 100'a ---------------- 3 Kent Golden Lights -------- -- 4 *Kent (Other) 5 Yool Super Lights - ------- 6 Kool Milds---------^---- 7 *KUol (Other) ______-__-_^- 8 L & M Flavor Lights ---------- 9 L & H Lights 100mm ---------- 0 *L & M (Other) ------- ----- x Lark ------ ------------ -_- v (54) Long Johne ____________________ 1 Lucky Strike ---------------- 2 Marlboro Li~ghts--------------- 3 *Marlboro (Other) ------------ 4 Max ------ -__------------- - 5 Merit ------------------------ 6 (54) Hore ------ _-_-_-_- _7 Newport Lights - ---- 8 *Nevport (Othar) 9 Nov --_-___-__-~~-- 0 Old Gold,Lighta --- ----- x *01d Gold (Other) --------- y (55) Pall Mall Extra Mild --- 1 *Pall Mall (other)- --- 2 Parliament Ultra Lights - - - 3 *Parliament tOther) ---- 4 -Philip Morris -- ----- 5 Raleigh ExtraMild 6 h - * - 7 er) --- -- Raleigh (Ot Real ---- -_-_-__~--_ Salem Light4 ----------- *Salem (Other) ------ --- 8 9 0 x Saratoga --- Silva Thins ----------- y (56) Tall ------- -____------- I Tareyton Lights --------- 2 Tareyton Los Tar Menthol ---- 3 *Tareyton (Other) ------ 4 True 5 Vanguard ------------ 6 Vantage 7 Viceroy Extra Mild ------------ 8 *Viceroy (Other) --------- 4 Virginia Slima ----------- Winston Lights---- 0 *Wineton (Other) -------- - LgJ Other (SPECIFY): (57) 1 13b. Is that filter or non-filter? 13c. Filter ----- Non-filter --- 2 . 120mn. 4. .. . 100mm King-size --- Eegular------ -_ Is that regular, king-eize, 100mm or the extra-long 120mmY (59)

. ~NATIONA7. CONSENSUS SURVEYS 801 Second Avenue New York, New York 1001J . i42318W F;77 i 13-6 NA[~':]FtiGAS~• O(~.C~ik/YSd-xJ PHONE / 1, Please take a few minutes to go through the advertisements in this book. Please take as uuch.time with each ad as you aara to. If you ordinarily wear reading ' gl.saea, you'll need them.. (BI1ND RESPONDENT POkTFOLIO AND TAKE ITBACE BEFOgECONIINUINC.) 2. Now, I'd like to ask you a few questions about the ads in the book.. Whet brands or products do you remember seeing.ads for in thsbookF. (PEOBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES'Og PRODUCT CATEGOEIES.) GENERAL ADS CIGARETTE ADS r", Amana Renga-------- ---,l DolaPineapple ------- 1 Luke---- _- -_- ~- BaokAmericard/YISA ---"f Bayer Aepirin------ 3 Bolena Lawn Nower --- 4 Budweiser --------- 5 Canadian Club---- 6 Canadian General Electric Washer - 2 Bilton Hotels ------- 3 gawaeaki ----------- 4 Old Spice Pocket Cologne - 5 Polaroid Camara-------- 6 Golden Lighta---- Golden (Uaep.)-- 5 gant Golden------ 6 Kent Golden Lights- 7- Kent Lighta----- ^ 8 Coca Cola -------- Concord Watchea---~ 9lager Sewing N~achlnee --- 7 Teeter'a Choice ------ 8 Kent (Unsp.)------ © Lights (Unap.)--- 0 Crest aoothpaste-~- 9' WeighrWatchera --------® True-------C7 Other (SPECIFY): 7 (IF NO'CIGAgETTE BRANDS lENTIONEDABOVE, ASE Q.3a.) (IP ONLY ONE'Og TWO CIGARETTE BEANDS NENTIONED, S&IP TO Q.3b.) (IF ALL TBEEE CIGARETTE BRANDS MENTIONED, SEIP TO Q.4.) 3s. (IF NO CIGARETTE BRANDS MENTIONED Do yoursnember any ads for cigar ABOVE, ASK:) ectae7 . .. t15) r. brands do you renember aaeing ada for? Any otherei . '. :iS.~ .. Luke --------- 3 Golden Lights ----- 4 Golden (UpeP.) --- 5 Kent Goldea ---- 6 Kent Golden Lights -- 7 Kent Lighta ------- 8 Kent (Unep.) ------ 9 Lighta (Uwep.}------ 0 z Other (SPECIFY): 7 No ----- 2~j (SEIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENT'IONED, ASg:) 3b. Do you remember my ads for any other brands of cigarettesl t (16) . Yea ---- 1-->What brands were they? Any otheraY (16) Luke 3 Golden Lights --- 4 . Golden (Unsp.). ---- gent Golden---- S 6 0 Kent GoldenLighte -- 7 ~ gent Lighta g(,1 CONTINUE.) 3a OR 3b (IF TRUE MENTIONED IN Q Z Eent (Unep.) - --- 9 " , , . , Llghte (Unep.~------ 0(^ (IP TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ~ TO Q.10 ) i , Opher(SPECIFY): 7