Tobacco Documents Online

fI NATIONAL CONSENSUS SURVEYS #42318W ~' 801 Second Avenue New York, New York 10017 13- 6 NAME: PHONE #• G(JeLJ - 326 7___ 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you 4are to. If you ordinarily wear reading glasses, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) . Now, I'd like to ask you a few questions about the ads in the book. What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITSER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS Amana Range------ ------ 1 BankAmericard/VISA --- 2 Bayer Aapirin--------<:I> Bolens Lawn Mower ---- 4 Budweiser ----------- 5 Canadian Club------- 6 Coca Cola ----------~ Concord Watchee------ "~- Creat eoothpasee-^--.-- 9 Othar (SPECIFY): Y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.9a.) (IF ONLY ONE OR'TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF A'LL [THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? • r1S) ~r 1----1W"W1at brands do you remember seeing ads for? Any others? Luke - 3 Golden Lights ------- 4 Golden (Unap.) ----- 5 Kent Golden ------- 6 Kent Golden Lighta -- 7 8 Li h ts --- Kent g Kent (Unsp.) -------- 9 Lighte (Uasp.}---- 0 True x other (SPECIFY): y No -------- 2-> (SKIP TO Q.10) 3b. (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? a (16) Yee ------- 1--ioWhat brands were they? Any othara? Luke -- --- - (16) 3 No ---------- n Golden Lights ---- Golden (Unep.) ----- Kent Golden ------- Kent Golden Lighte -- Kent Lights -------~ 4 5 6 0 7 ~.i 8 00 (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unsp.) 9~ ~ Lights (Unep.3----- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 ) True _ aj . Other (SPECIFY): CIGARETTE ADS (14) Dole Pineapple -------- 1 Luka------------- General Electric Washer -- 2 Golden Lighta---- ~ Golden (Unap.)---- _5 Hilton Hotele -------- _ Kawasakl ----------- Kent Golden------- Old Spice Pocket Cologne - 5 Kent Golden Lights- Z Polaroid Camera-------- 6 Kent Lights-- $ Singer Sewing Machines --- 7 Kent (Unap.)------ 9 Taster's Choice ----- Lights (Unep.)----- 0_ Weight Watchers --------- True----- ---C-1

V .r -2- , 4. A42318W What do you remember about the TRUE advertisement? (PROBE:) What else do you remember? ~~~yc .Ccc,~ / ~~ 194!56-1Z Y 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? -•-iZ-Ar~ 24 25 26s- (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? (29) Extnemely important ----- 6 Very important ----------- 5 Somewhat important ------- 4 Bomewhat unimportant ------ 3 Very unimportant --------- 2 Not at all important ------ 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising message, describes how believable this is to you? which phrase on this card best (30) Extremely believable ----- Very believable -------- Somewhat believable ------ Somewhat unbelievable ----- Very unbelievable ------- Extremely unbelievable --- 6 5 4 3 2 1 8. (HlLND RESPONDENT CARD 8.) And, which phrase on this card best describes how different you think thie message is from other cigarette advertising? (31) Extremely different ------ 6 Very different ------------ 5 Somewhat different ------- 4 Somewhat similar -------- 3 Very similar -------------- 2 Extremely aimilar ------- 1 9. (HAND RESPONDENT CARD 9.) .% Based on the message, which phrase on this card best describes your intere9t in trying TRUE cigarettes? (32) Extremely interested ------• 6 Very interested ----- 5 Somewhat interested ----- 4 Somewhat disinterested ---- 3 Very disinterested --------- 2 Extremely disinterested --- 1 O N OD CJ ~G1 O to 27~

#42318w (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE F08 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-oY r4 .,~~sG ~ Ts~ ~~ 3S- I . ~ ~ 3 - 38- (OPEN PORTFOLIO T0 TRUE- AD.) Iia. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) - Yes (SKIP TO Q. 12a) -- No --------- ~ llb. What is there in the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad:that you particularly dislike? (COl_VT~INUE )INUE) - Yes (SKIP TO Q.13a) -- No What is there in the TRUE 2b. What else? ad that you particularly dislike? (PROBE:) (46) 4 4

-4- #42318w' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is_ that Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Mi1ds, or Kool Super Lights?" IF L& M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L & M Lights 100mm?"' IF M2,RLBORO, 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 Go14 Ligh~ ts?'~ 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, AgK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol?" IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" :(52) Alpine -------------- ------- I Belair -------------------- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4' *Benaon & Hedges (Other) ------ 5 Camel Lights ------------- 6 *Camel (Other) ---------------- 7 Carlton ------ ------ ------ -- 8 Chesterfield -------------- 9 Decade ----------------------- 0 D o r a 1---------------------- x Eve ----- ------------------- (53) Fact -------- --------- ----- 1 Gauloiaes ------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) --------------- 5 Kool Super Lights ----------- 6 Kool Miids ------------------- 7 *Kool (Other) -----_--_----- 8 L & M Flavor Lights ----------- 9 L & M Lights 100mm ---------- 0 *L & M (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? 13c. Is that regular, king-size, 100mm or (54) More ------------------------ -7 Newport Lights 8 *Newport (Other) 9 Now 0 Old Gold Lights --------------- x *01d Gold (Other) ---------- y (55) PalliMall Extra Mild --- 1 *Pa1L Mall (Other) --- -- 2 Parliament Ultra Lights - - - - 3 *Parliament tOther) ---------- 4 Philip Morris ------------ 5 Raleigh Extra Mild ----- 6 *Raleigh (Other) ----- ---- 7 Real 8 Salem Light, 9 *Salem (Other) ------ ----- 0 Saratoga -------- ---__~ Silva Thins ------- ----- y (56) Tall ------------------------- 1 Tareyton Lights ------------- 2 Tareyton Low Tar Menthol ---- 3~ *Tareyton (Other) ------------- 4 True ----------~~Y-------- 5 Vanguard --------------------- 6 Vantage ---- -------------- 7 Viceroy Extra Mild ------------ 8 *Viceroy (Other) ----------- 91 Virginia Slims --------------- 0 Winston Lights --------------- x *Winaton (Other) -------------- y Other (SPECIFY): (57) 1 Filter ----------= Non-filter ------ 2 120mm ----------- 100mm - ---- LJ the extra-long 120mm? (59) A Regular ------ --- 1 a King-size ------ 2 4

-5- #42318W 14. How many cigarettes do you smoke in an average day? 9 or less (i'ess than 1/2 pack) 10 to 19 (1/2 pack to 3/4 pack) 29 (1 k) - 20 - 3 pac to - ------- 39 (1 1/2 301 k ) 4 - pac to s ks r mo 40 ) (2 5 or more pac o re ---- CLASSIFICATION hoW, ;ust a :ew questions for statistical purposes only. u. What wad the last grade of school you completed? • (61) Some grammar school (let-7th grad6s) --- -1 Grammar school graduate (8th grade) --- 2 some high school (9th-llth grades) ---- 3 High school graduate (12th grade) ------ 4 Some college --------------- ----- ----- 5 College graduate or beyond'-------------~~ 16. (HAND RESPONDENT CARD 16.) Again, just for classification purposes, which letter on this card'includes your total f!amily income before taxes last year? (62) A. Under $7,500 -- -----_-_ -_-:- 1 B. $7,500 to S10,0 00 -_- --_~-_- 2 C. Over $10,000 to $15,000 --- -------- 3 D. Over $15,000 to $20,000 --- ------ 4 E. Over $20,000 to $25,000 -- -----~.-- 5 F O $25 000 - ----- --- 'b . ver , - - ---- Refused ------ --------- ------ y 17. (INDICATE SEX.) (63) htale ------------------------- ------ -- 1 Female -------------__----M_--- ATTACH QUESTTONNALRE TO SCREENER.