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4 FI .. •NATIiONAL CONSENSUS SURVEYS '~ 801 Second Avenue New York, New York 10017 #42318W 13- 6 I NAHE : I~f.2 /I? • ~~l ~d_/)CJ PHONE 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you 4ars to. If you ordinarily wear reading glaasea, you'll need them. 2. (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 ade for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Pange-------- -- i! Dole Pineapple --------- A-::T- Luke-------------- 3 BankAmericard/VISA --- 2 General Electric Washer -~ Golden Lights---- Bayer Aspirin------- 3 Hilton Hotels ---------- 3 Golden (Unap.)---- 5 Bolena Lawn Mower -- ~ Kawasaki -------------- 4 Kent Golden----- 6-_ Budweiser ----------- C::~,) Old Spice Pocket Cologne - 5 Kent Golden Lighta- 7- Canadian Club------ 6 Polaroid Camera--------- 6 Kent Lighta-------- 8 Coca Cola ----------- 7 Singer Sewing Machines -~ Kent (Unap.)------- 9 Concord Watches----- 8 Taeter's Choice ---------- 8 Lights (Unap.)--- 0 Creat aoothpasee-- 9 Weight Watchers -------- 9 True------------- ~ OtheX (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? .. (1S) r 1--VpTiet brands do you remember seeing ada for? Any others? . ~. . a,•~. Luke -- - --- 3 Golden Lighta ------ 4 Golden (Unap.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (Unap.) ------- 9 Lights (Unsp.~------ 0 True -------------- X Other (SPECIFY): y 3b. No ------ 2-3p(SKIP TO Q. 10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigarettes? (16) Yea - - - - - - 1-4-What brands were they? Any others? (16) Luke --- -- 3 No ------- <5:~ Golden Lights ----- 4 Golden (Unsp.) --- 5 Kent Golden -------- 6 p Kent Golden Lights -- 7 N (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent Lights Kent (Unsp.) ------- A OD w 9,j~ Lighta (Unep.}----- 0 ,p (IF TRUE NOT MENTIONED IN Q62, 3a, OR 3b, SKIP. TO Q.10 1 True -_------- - x Clt . Other (SPECIFY): y

P 4. What do you remember about the TRUE do you remember? -2- ' #42318W advertiaement? (PROBE:) What else 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to ypu about TRUE? (PROBE:) What else? 23 _ ~ 24 27- 6. (IF RESPONDENT SAYS "DON'T KNOW' TO Q.5, SKIP TO Q.10.) (HAND RESPONDENT CARD'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 --------- 2 Not at all important ------- 1 7. (HAND RESPONDENT CARD 7.) Again, 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. (NAND 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 ------------ S Somewhat different -------- 4 Somewhat similar ---------- 3 Very similar ------------- 2 Extremely similar ----- 1 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? • (32) Extremely interested ------•6 Very interested ----------- 5 Somewhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------ 2 Extremely disinterested -- 0 IrA OD :.~ ~ 4b . Q~

i. ~ -3- #42318W 10. (ASK ALL:) Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS ANID REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-9 38- (OPEN PORTFOLIO: TO TRUE- AD.) lla. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) -- Yee --------- - 1 (SKIP TO Q.12a) -- No ---------- ,S'j~ iib. 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 dialike? (46) (CONTINUE) - Yes ---- i (SKIP TO Q.I3a) -- No -------'-~' in 12b. What is there What else? the TRUE: ad that you particularly dislike? (PROBE:)

-5- $42318W 14. How many cigarettes do you smoke in an average aay? (60) 9 or less (lesa than 1/2 pack) ------- 1 10 to 19 (1/2 pack to 3/4 pack) ------ 2 20 to 29 (1 pack) ---------- _= 30 to 39 (1-1/2 packs) --------- 4 40 or more (2 packs or more) ----------- 5 CLASSIFICATIO*7 Now, ; u~ uyt a few queseions for statistical:purposes only. What wa++ the iast grade of school you complated7 • (61) Some grammar school (lst-7th grades) -- -1 Crammar school graduate (8th grade) - - - 2 Some high school (9th-llth grades) ---- 3 High school graduate (12th grade) ------ (ED Some college -------------------------- 5 College gtaduate or beyond ------ ----- 6 (1WND RESPONDENT CARD 16.) 16. Again, just for c lassi'fication pur pose s, which letter 'on this c$rd'incl udes your total family income before ta xes last year? (62) A. Under $7,500 -- -------------- -- 1 B. $7,500 to 910,0 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 ------- - ~ F. Over $25,000 -- ---------------- ---- 6 Refused ------ --------------- --- y 17. (LND'LCATE SEX.) (63) Male ------------------°------------- 1 Female --------------------------- - C~1 ATTACH QUESTIONNAIRE TO SCREENER. ~

. t 13a. -4- i42318W` 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, ASKo "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L & M Lights 100mm?"' IF'MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK; "1s that Old Go1d Filter or Old Go1d ~ ts?'~ Ligh 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, ASK; "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol?Tf IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" "(52) (54) Alpine ----- ------ ---------- 1 7 More --~--------------- Belair ------------------ --- 2 Newport Lights _ ---- 8 Multi-Filter By Benson & Hedges 3 *Nevport (Other) ----- -- 9 Benson & Hedges Lights ------- 4 Now -~------ ----- --- 0 *B & H (O h d ) - - 5 ld Li h Old G - enson e ges t er - -- g o ts --- -- x Camel Lights -----~------_- *Camel (Oth r) ----------------- 6 7 *01d Gold (Other) ------------- y (55) e Carlton ---------------------- 8 Pall Mall Extra Mild - - 1 Ch st ld ---- -~------ - 9 fi *P ll M ll' (Oth ) --- 2 e er e a er a - Decade ---------------------- 0 Parliament Ultra Lights -----~ 3 Do ra 1 ----- --------------- -- x *Parliament tOther) -- -- 4 Ev e ---------- ---------- ---- Philip Morris -- ---- 5 (53) Raleigh Extra Mild -~----- 6 Fa c t -------- ----------- ---- 1 *Raleigh (Other) ---- ---- 7 Gauloises -------------------- 2 Real ------------ °---- 8 Iceberg 100's 3 Salem Lighta M-- 9 Kent Golden Lights ---------- 4 *Salem (Other) -- --- 0 *Kent (Other) -----~--~~---~ 5 S ~~-- ---- aratoga --- x Kool Super Lights ------------ 6 Silva Thins --------------- y Kool Milds --------------- 7 (56 *Kool (Other) ~-------------- 8 ) Tall --------- ------- 1 L& M Fliavor Lights --------- L& M Lights 100mm --------- 9 0 Tareyton Lights -----_~_---~ 2 T'areyton Low Tar Menthol --- 3 *L & M (Other) ---------------- L a r k--------------------- x v (54) *Tareyton (Other) - --------_ ~ True Vanguard -------------------- 6 Long Johns ------------------- Lucky Strike ----------------- Marlboro Lights --------------- *Marlboro (Other) ------------- 1 2 3 4 Vantage ------°-------------- 7 Viceroy Extra Mild ---------- 8 *Viceroy (Other) -------------- % Virginia Slims --------~----- 0 Max ------- ----- ---------- - 5 Winston Lights ------- --- x Merit --------- -------------- 6 *Winston (Other) ~----------- y Other (SPECIFY): (57) 1 13b. Is that filter or non-filter? (58 Filter ----_-- Non-filter ---- 2 Q b'4 13c. Is that regular, king-size, 100mm or the extra-long 120mm? (59) OD ~ Regular Kiag-size ------ 2 100mm ----------- 3 H ()D 120mm --- -~- 4