Tobacco Documents Online

/ #42318W 14. How many cigarettes do yousmoke in an average day? (60) 9 or less (].esa than. 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) -- 40~or uore (2 packs or vore) CLASSIPICATIOv Nov., ju>t a te,u quesLlons for statistical purposes only. 73• yhat uae the iaat grade of school you completed7 • (61) Some grammar school (1at-7th gradee) --- '1 Crawna[ school graduate (8th grade) -- 2 somehigh school (9th-11th gradea) ----- 3 gigh~.achool graduate (12th grade) ------ 4 Snme col~lege. College graduate or beyond ------------ (ILSND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on this card Sncludes o r total f il i y u am y ncome before taxes last year? (62) A. Under $7,500 ---------------=- 1 B. $7,500 to 510,000 ----------- 2 C. Over $10,O00to $15,000 ------------ 3 n. Over $15,000 to $20,000 - - - - - - - 4 K. Over $20,000 to $25,000 =------ 5 F. Over $25,000 ------------- ~ 17. (INDICATE'.SEX.) R e f u s e d------------------- y (63) Nnle---- ._- --------- -_______--__-_ 1 Female ATTACH QUESTIONNAIRE TO SCREENER.

642318W 10. (ASK ALL:) . Let's take a few seconds to look at the TRUE ad again. (EXPOSE $0R S SECONDS AND RENOVE.) What do you think is the main idea the meuufacturer wants to gat across about TR8E7 (PROBE:) What else? 33-9 9(- . t!.,. r f ' _ i d . >0 ^ n .e6c_./ .Gw ~a6~ 37-a 38- (4PENPORTFOLIO TO' TRUE AD.) - lla.. Is there anything in the TRUE . . ad that you patticularly like? . . (3g)- _ .. (CONTINUE)-- Yee ---- (SKIP To Qs12a)-- Ho - I- - ~j: -_ (~ i1b. What is there in the TRUE ad that you particularly like? (PROBE:) What else? - 40- 41- 42- 43- 44- 12a 45- I h h h k TRUE l .. s t ere anyt ing in t e ad that you particularly.disli e (4s) . . (CA!]TIKqE)- Yea ----- 1 12b. What is there in the . (SKIP TO Qa3a)- ga=-----/Zl~ TRUE. ad that you particularly dislike? (PROBE: ~•~) What else?

J' d42318W 4. What do you remember about the TRUE advertiaemeatl~ (PEDBE:) What [lae do you repa:pl>er1 I ,/ . _ _. I _ - ~ / j'° T y ,n ~F6Y-iJ" zLn. 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PROBE:) What else? A,P .f« fev ~ 23-1 (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Q.1D..) . 28 (NAND 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) Extuemely important ----- 6 Very important -------- 5 Somewhat important -------- 4C gomewhat unimportant --- 3 Very unimportant --------- 2 Not at all important ----- 1 7. (NAND RESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable thisie to you4 (30) - Extremely believable ---6 Very believable ------ ~ . Somewhat believable ----- 4 Somewhat unbelievable --- 3 . Very unbelievable ------- 2 .. . . Extremely unbelievable -- 1 8 (RANDRESPDNDENTCARD 8 ) . . And, which phrase on this card best describes how different you think this message is from other cigarette advertieisgY(31) Extremely different ----- 6 . Very different ----------- 5 Somewhat different ------ 4 Somewhat slmilar ---------- ® Very similar ------------ 2 Extremely similar ----- 1 9. (NAND RESPONDENT CARD 9.) a Based on the message, vhichphrase on this card best describes your interest in trying TRWE cigarettes? (32) Extremely interested ----•6 ` Very interested ------5 Souewhat interested -------- 4 Somewhat disinterested --- 3 Very disinterested ---_ ~ Extremely disinterested - O M Go W ~ .A 0 O

3NATIONAL CONSENSUS SURVEYSY42318W 801 Second Avenue' New York, New York 10017- ..r,~' .. 136 NAME: /~(.{L0. ~~l'~i! PHONE 1. Please take a few ainute"s~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 . glasses, you'll need'them. ' 2. (EAND RESPONDENT'PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) Now,. I'd like to ask you a few questiona about the ada in the book.. What brands or products do you remember seeing ads for in the book4. (PSOBE:) Any other brande7 (DO NOT READ EITNER BRAND NANES'OR PRODUCT CATEGORIES.) GENERAL ADS CIGAHETTE ADS (1 Amana Sange--------- 1 Dole Pineapple ----^-- Luke------------ 3 BankAmsricard/VISA --- 2 General Electric Washer --~ Golden Lights---- Bayer Aapirin------- 3' Hilton Hotels -------- 3 Golden ((hsap.)---- 5 Bolena Lawn Hower -- 4 Kawasaki ---------- ®®® Kent Golden---- -6 .-. Budweiser --------- 5Old Spice Pocket Cologne =~ Kent Golden Lights- Y Canadian Club------ 6Polaroid Cemera------- 6 Kant LSghts----- 8 Coca Cola ----------- 7' Singer Sewing Machines - Kent (UUep.)------ 9 Concord Watchee---- 8' Taster's Choice -------- 8 L1 hte (Une .)-- 0 Crest toothpaaee-.---- 9 Weight Watchers -------- 9 True--------- _ . _ OtheF (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE'OR TWO CIGARETTE BRANDS 10Y7TI0NED, SKIP TO Q.3b.) (IF ALL THKEE CIGARETTE BRANDS !ffiiTIONED, SKIP TO Q.4.) 3e. (IF NO CIGAkETTE BRANDS effiMIIONED ABOVE, ASK:) Do yourenembsr my ads for cigarettes? 1- --rlWxat brande do you rauember seeing ada for4~. Auy others? . ~~ Luke 3 Golden Lights 4 Golden (Unsp.) Kent Golden ----^- S 6 Kent Golden Lights -- 7 Kent Lighte----- 8 Kent (Unsp.) _-__-_ 9 Lights (USep.~---- 0 i Other (SPECIFY): y No ----- ' 2- ----Ip(SKIP TO Q.10) 3b. i :: A4-l . (IF "ONE'- OR "TWO" CIGARETTE BRANDS HENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? (16) Yea ------ 1---VWhat brands were they? Any otberefi . (IF TRUE MENTIONED IN Q.2.3s, OR 3b, CONTINUE.) (16) 3 4 5 6 ~ 7 N 8 ~ 9 da 0 p (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.1 True Luke Golden Lights ----- 6elden (Unsp.) Kent Golden Kent GoldenLighte -- Kent Lighta------- Kent (Unsp.) -- Lighte (Unep.~- - Other (SPECIFY):.

j -4- i42318Nr 13a. What one brand of cigarettes do you smoke most frequentlyl(DO NOT READ BHAND NAMES.) THE.STARRED BRANDS HOST BE PROBED: . IF BENSON 6 HEDGES, ASg:. "Is that Benson & Hedges, Benson & Hedges Lights, or lti-FilterO1made by Benson 6 Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF gENT, ASg:"IC tlµt Kent or Yant Golden Lights?" IF BOOL, ASK: "Is that gool, Kool Milds, or gnol Super Lights?" _ IF L & M, ASK; "Is that L 6 M, L d M Flavor lights, or the longer L 6 M. - Lights 100mm?" IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "I!s that Newport or Newport Lights?" IF OLD GOLD, ASK; "Ie that Old Go1dFilter or 01d Go1dLigh[ST'~ . IF~PALL MALL, ASK: "Is that Pall Mall or Pall Ma11 Extra Mild?" IFPA1tLIAHENT, ASg: "Is that Parliamentt or Parliament Ultra LightcY" - IFRALSIGH, ASK; "Is that Raleigh or Raleigh Extra Mild?" IFSALEM, Ag&:"Is that Salem or Salem Lights?" IFTAREYTON, ASK; "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol7N .. IF VICEROY, ASK:. "Is that Viceroy or Viceroy Extra Mild?Y IF WINSTON, ASK: "Is that Winetoa or Winston Lights?" - (52) Alpine. -__-___------- ------ 1 Belair -------- -_------ --- 2 Multi-Filter By Beneon 6 Hedges 3 Beneon & Hedges Lights ------ 4 *Benaon.S Hedges (Other) --- 5 Camel Liglita------_-___--_ 6 *Camel (Other) ------ ------ -- 7 Carlton __-___-------- -_-__ 8 Chesterfield'~ --------- 9 Decade --___--_-______--- 0 Dcral ------- --_----__-_ x Eve (33) Fact ----- -__----------- _- 1 Gauloisee -------------2 Iceberg 100's ----------- -- 3. Kent Golden Lights -------^ 4 *genc (Other). 5 Yool Super Lighte ----------- 6 Kool Mlida -____-_________- 7 *gool (Other). -------------- g L.6 M Flavor Lights -------- 9 L.a M.Lighta 10Gmm -------- 0 *L & M (Other) ------------ x Lark ----'------"'------- (54) Long Johns ------- -_------- . 1 Lucky Strike ---------------- 2 Marlboro Lights ------------- 3 *Maslboro (other) ---------- 4 gAX --------------- -_------ - 5 Merit ---------------- -__-_ /°'_ (54) Mnre _7 Newport Lights - ---- 8 *Nevport (other) ------ -- 9 Now __--_- , _---__--_- 0 Old Gold Lights --- -- i *Old Gold (Other) - '- Y (55) Pall Mall Extra Mild 1 *pall Mall~ (Other) --- -- 2 Parliament Ultra Lights ------ 3 *Parliament tother) -- 4 Philip Morris - Raleigh Extra Mild *Raleigh (Other) -- Rea1 Salem Light4 -"' 9 *Salem (Other) -------- 0 Saratoga ------^----- x Silva 14ina --- ---- y (56) Tall -___--_- ______- 1 Tareyton Lights -------- 2 Tareyton Low Tar Menthol --- 3 *Tareyton (Other) ------ ----- 4 Vanguard -------- --- b Vantage 7 Viceroy Extra Mild -------- 8 +Viceroy (Other) - - - - - - - - - % Virginia Slima ----------- 0 Winston Lights -- - z *Winston (Other) ------ y Other (SPECIFY): (57) 1 13b. Ia that filter or non-filter? Filter ------ . Non-filter -- 2 13r.Ia chac regular, king-size, lOOmm or the extra-long 120um7 (59 Regular -----~~~p . YSng-size p l00am< 3 10' 120= --------- 4.