Tobacco Documents Online

-5- /42318W 14. How many cigarettes do you smoke in an average day? (60) - . 9 or less. (less than 1/2 pack) ------- K--D 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20 to 29 (1 pack) -- ---- 3 . 30 to. 39 (1-1/2 packs) -------- 4 40 or more (2 packs or more) ------------ 5 CLASSIPICATSOu Roa, juat a:ev.quescions for staLlsttcaP purposex oaly. u• What ua~ the iust grade of school you completed7 • (61) Some grawoar school (let-7th grades) --- -1 Grammar school graduate (8ih grade) ---- 2 Some high school (9th-llth.grades) --- 3 High school graduate (12th grade) -----~ Some college -------------- ----- ^-- 5 College gYaduate or beyond~------ ----- (1AND RESPONDENT QARO 16.) 16. Again, just for classification purposes, which letter on this cardincludee your total family income before taxes last year? ., (62) A. Under $7,500 ----------_-______:.1. e. $7,500 to 510,000 ------------ 2 .. C. Over $10,000 to $15,000 ----- ------ 3 . D. Over $15,000 to $20,000 -------- 4 _ . E. Over $20,000 to $25,000 ------ m . F. over $25,000 -------------^-__ 6 - Refused ------------- --_--_-__ y 17. (FNDICATE'.SRR.) (63) Nabe---------- -------------- -_-__-.. 1 Female ATTACNQUESTLONNALRE TO SCREENER. 80-1 J

J /42378W (ASK ALL:). 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSgPOE S SECONDS AND REMOVE.) . . Wbat do you think is the mein idea the manufacturar vauts to get acrosa about TROE4, (PROBE:) What elae? _~ 7"rlL2- ~tc4-r CP CC1 ~K.~. .f~xe..G~*~Lr '7t-r~ -33-3y o.44- (OPEN.PORTFOLIO T0TRE. AD.) lla. Is there anythingie the TRUEad that you particularly like? . (COgTIROE) -- Yee ---- . .. . (SYIP TO Q.12a) -- tio Llb. What is there in the TRVEad that you particularly like? (PR08E:) What else? 4 44- 45- 12a. Is theree anything in the TROEad that you particularly di91ike2. (46) . (GONTINUE) - Yee ---- 1 (SKIP TO Q.13a) -- No ---f= :2b. What is there in the TRUE ad that you particul.erlydielike7 (PROBE:) What else? . . 38- ~,-'--Cas[..-~!J ~ - 4 - 4 -

J A42318W 4. What do you remember about the TRUE advertisement?(PBOBg:) What flae do you rememberP 5. Aside from wanting you to huy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? d23-q . ~.- , 23~ - ~- (IF'RESPONDENT SAYS "DON'T KNOW° TO Q.5, S&IPTO 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) gxtnemely important ------ 6 Very important ---------~ . Somewhat important - - - - - - 4 Somewhat unimportant -- 3 Very unimportant -------- 2 Bot at all important --- 1 7.. (HANDRESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card beat describes how believable this is to you? (30) ' Extremely believable -----6 Very believable --- - (a, . Somewhat believable ----- 4 . Somewhat unbelievable----- 3 .. Very unbelievable ------- 2 . Extremely unbelievable --- 1 8. (BAND 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 --------- 5 Somewhat different -------- 4 Somewhat similar ------ 3 .. Very similar -------~ Eztremely similar ------- 1 9.: (NAND RESPONDENT CABD 9'.) a Based on the message, which phrase on this card beat describes your interest in trying TRVE cigarettea? - (32) Extremely interested ---.6 Very interested --------- 5 Somewhat interested----~ Somewhat disinterested ----- 3 Very disinterested ------- 2 Extremely disinterested -- 1 O F+ ~ a L,7 t0

JNATIONttL CONSENSUS SURVEYS Y42318W' 801 SecondrAvenue ' New York, New York 10017 ~ v NAIffi: /.fe/r/~ ~ 13- 6 PHONE #: S16 ZQ- 7-O f65- 1. Please take a few.minutee to go through the advertisements in this boo(c. Please take aemuch time with each ad as youoare to. If you ordinarily vaer reading . glasees, you'11need them. (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Ilow, I'dd like to ask you a few questions about the ads Sn the book.Whet brands or products do you remember seeing ads for Sn the book7 (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana Range____--~_ 1 Dole Pineapple 3 EankAmericard/VISA --- 2 General Electric Washer " 2 Golden Lights------ Bayer Aepirin------- 3 Hilton Hotels -------- 3 Golden (Unep.)-r-- -5 _ Bolens Lawn Norer ---- 4 Kawasakl -------------- 4 gent Goldan------ 6-- _ Budweiser -------~-- 5 Old Spice Pocket Cologne - 5 Kent Goldeu lights- 7- Canadian Club------ 6Palaroid Camera--------- 6 Kant Lights----. 8 -- Coce Cola ------ Singer Sewing Machines --- 7 Kent (Uasp.)----- 9 Concord Watchea---- Taster's Choice Crest toothpaata-.-~-~ Weight Watchers -------- 9 True---------- x ~ , . /O~ther (SPECIFY): ~ (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO.Q.3b.) (Iy ALL TBREH CIGARBTTH BRANDS.NENTIONED, SKIP To Q.4.) 3e. (IF NOCIGARBTTH BRANDS MENTIONED ABOVE, ASK:) Do you remember ny ads for cigarettes? (l5) r 1-- Z5V6t brands do you remember seeing ads for? . . Any others? Luke -_-_-_-_- 3 Golden Lights ----- 4 Golden (Unap.) ------ 5 Kent Golden __------ 6 Kent Golden Lights -- 7 Kent Lights -------- 8 Kent (IIneP.) ------ 9 Lights(Uasp.4--- D Other (SPECIFY): y No ----- 2-y(SKIP TOQ.10) i (IP"ONE" OR "TWO" CIGARETTE BRANDS lENTIONED, ASK:) a 3b. Do you remember eny ads for aay other brands of cigarettes? Yee ------- (~k----~What brands were they7. Any othersY (16) (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) Luke 3 Golden Lights ----- 4 Golden (Unap.) ----- 5 Kent Golden. 6 O Kent Golden Lights -- 7 1„1 Kent Lights ------ 8 M Kent (Unsp.) - ---- 9 U Lights (Unep.9----- 0 ~ True ~OD Othar(SPECIPY): y

f .. { -4- 642318N13a. What one brandof cigarettes do you amoke most frequently? (DO NOT READBRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson& Hedges, Benson & Hedgea Lights, or ulti-Filter" made by.Beneon & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Ic that Yent or Kant Golden Lights?" I? KOOL, ASK: "Ia that Kool, Kool Milds, or Kool Super LighcsY" IF L & M, ASK: "Is that L & M, L& MFlavor Lights, or the longer L& M Lights 10omm7" IF MARLBORO, ASK: "Ia that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Ie that O1dGold Filter or Old'Gold Ligh[s4,r IF PALL MALL, ASK:. "Ie that Pall Mall or Pall Mail Extra Mild?" IF PARLIAMENT, ASK: "Is that Pariiament or Parliament Ultra Lightat" -- IF RALEIGH, ASK: "Is that Raleigh or RaPeighExtra Mild?" . - IF SALtM, AgK: "Iethat Salem or Salem Lights?" IF TARSYTON, ASK: "Is that Tareytony Tareyton Lights, or Tareytoa Ivw Tar. Menthol7R - 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 Eenson & Hedges 3 Benson & HedgesLights -------- 4 *Beneon & Hedges (Other) ----- 5 Camel Lights ------- -___---- 6 *Camel (Other) ------------- 7 Chesterfield ------------ 9 Decade 0 Doral ---- -------- -__-_-- x (53) Fact ------ _--_------------ 1 G a u jo i e e s - - - - - - - - - - - - - - - - - 2 Iceberg 100"s -------------- 3 Kent Golden Lights -------- 4 *Kent (Other) ----- ------- 5 Kool Super Lights ----------- 6 Koal MSIds ------ ------- 7 *Kool (Other) ------ ---- ---- - 8 L & MFlavor Lights ---------- 9 L & M~Lighte 100mm ---------- 0 *L & M~ (Other) x Lark v (54) Long Johns ------------------ 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 *Marlboro (Other) ------------~ 7{ax ---------- ------ ----- - 5 Merit ----------------------- 6 (54) Newport Lights ---------- 8 *Newport (Other) --- - 9 Now ------_"---'__- 0 Old GoSd Lights --------- x *01d Gold (Otber) ------------- Y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) - --- 2 Parliament Ultra Lights ---- 3 *Parliament r0ther) ---------- 4Phildp Morris -- ---- 5 Raleigh Extra Mild ---- 6 *Raleigh (Other) -- --- 7 Real 8 Salen Lights -------------- 9 *Salem (Other) ---------- 0 Saratoga ----- -- i - Silva Thins ------------ Y(56) Tall -_-__-_1 Tareyton Lights -------- 2 Tareyton Lou Tar Menthol --- 3 •Tareyton (Other) ---------- 4 True. -- _____ 5 Vanguard ------------------~ 6 Vantage 7 Viceroy Extra Mild -----+-- 8 *Viceroy (Other) ------------ 9 Virginia Slims ----- -------- - 0 Winston Lights x *Winston (Other) ------------- y Other (SPECIFY): (57) _ 1 13b. Is that filter or non-filter? (58) 13r. Filter --------d' Non-filter ------ 2 O Is that regular, king-size, 100mm or che.eztra-long 120mm7' ( r~y . Regular ___-_- - w King-size - - - - - 2. ~ 100~ 3 fj