Tobacco Documents Online

542318W 10. (ASK ALL:) Let's take a few eecondsto look at the TEUE ad again. (ERPOSE FOR 5 SECONDS ANDeENOVE.) What do you think is the main idea the manufacturar wants to gat across about TRUE? (PROBE:) What else? 33 -4.3 +. ~- n . V ' 3 3T- 38- IIa. (OPENPOgTPOLIO T0TRUE AD.) Is there anything in [he TBNEE ad that you particularly like? ( 39) (CONTINUE) - Yaa --- 12 (SKIP TO ) -- N -- Q. a o - i1b. What is there in the TRUE ad that you particularly like? (PBIISE:) What elee?.. - 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike4 (4 6) (CONTIN08)- Yea ------ (SKIP TO Q.13a) - bo --- y ,S~ 12b. What is there in the TEW ad that you particularly dislike? (PEOEE:) What.elee? . 1-

#42318W 14. How many cigarettes do you smoke in an average day1. (60) 9 or less dees 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) ----~ -,:F- 40 or more (2 packs or more) CLASSIFICATIOv hou, Just a:ev questions for statistlcal purposes only. 73- What wasthe lnst grade of school you completed? . (61) Some grammar school (lst-7th grad2s) --- 7. Grammar school grad uate (8Fhgrade) --- 2 _ some higheehool (9 ch-11th grades) --- 3 ' . High school graduat e (12th grade) ------ ® Some college ---_- _____-_--__--+--- 5 College graduate or beyond ------------- 6 (IL1ND RESPONDENT' CARO 16.) 16. Again, just for c lassif ication purposes, which letter on thie card include s your total family incom e before taxes last year? (62) - . - . . . A. Under $7, 500 -- - --------------- 1 B. $7,500 to 510,0 00 ------------ 2 C. Over $10,000.to $15,000 ----- ----- ~ D. Over $15,000 to $20,000 ------c 4 E. Over $20,000 to $25,000 ----- 5 F. Over $25,000 - -----------^------ 6 Refused _-___--_---~_--~-__ y 17. ({NOI~CATE'SEx.).. . (63) Nale------ -------- ---__-_~-----_ 1 TTACHQUESTIONNAlBE TO SCBEENER. a t0

6 i42318W 13a. What one brand of cigarettes do you amoke most frequently? (DO NOT READ BRAND NAME5. ).. . ..: TNESTARRED BRANDS MUST BE PROBED: IF BENSON & NEDGES., ASK: "Is that Benson & Hedges, Beneon & gedgeeLights, or "Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IFKENT, ASK: "Is.tklat Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IFL & M, ASK: "Ia that L& N, L & M Flavor Lighca, or the.longer L& M Lighta 1GOmm7" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Ie that Newport orNevport Lights?" If OLD GOLD, ASK: "Is that Ol,iGold Filter or Old Go1d Lights?" te IF PALL MALL, ASK: "Is that Pall Mall or Pail Mall Extra Mild?" IF PARLIAMENT, ASK: eIs that Parliament or Parliament Ultra Lighta3° IF RALEIGB. ASK: "Is that Raleigh or RaleighEttra Mild?" IF SALEM, ASK: "Iathat Salem or Salem Lighta7" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, orTareytonLor Tar Menthol7n IF VICEROY, ASK: "Is that Viceroy or Viceroypxtra Mild?" IF WINSTON,ASK: "Is that Winston or Winston Lighte7"' . (52) Alpine __----------- _______ MuLti-Filter By Benson & Hedges Benson & Hedges Lights ------- *Beneon & Hedges (Other) ------ Camel Lights ------------- *Camel (Other) ------^------- Carlton __---------- ----- -__ Cheeterfield --- - -- - ---- - Decade - - - - - - - - - - - - - - - - - Doral ---- --------- -__-__ (53) Fact ------------------------ 1 Geuloisee ------------------- 2 Iceberg 100' e ------------- 3 Kenc Golden Lights ---------- 4 *Kent (Other) -------- -5 Kool Super Lights ---------- 6 Kool Milds --------------- 7 *Kool (Other) ______-_-___- 8 L & M'~.Flavor Lights ---------- 9 L & M Lights 100mm ---------- 0 *L & M~ (Other) ------------- x La rk ___------ ---------- -__ v (54) Long Johns ------------------- 1 Lucky~Strike ------ _----- __---- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ------------- 4 Max, -------- _--------------- 5 Merit ------------------------ 6 (54) Newport Lights -------- 8 *Newport (Other) -------- 9 Old Gold Lights -- --- x *014 Gold (Other) ------------ Y (55) Pall Mall Extra Mild -------- I *Pall Mall (Other) ----^-"-- 2 Parliament Ultra Lights ------ 3 *Parliament YOther) ------- 4 Philip Morris --------- 5 Raleigh Extra Mild~ ---^- 6 *Raleigh (Other) ----------- 7Beal Salem Lighta ---------- 9 *Salem (Ocher) ---------- 0 Saratoga Silva. Thius ----- .y _. . .. .., .. .__ . _ -(56) Tall -^^_________ Tareyton Lights 1 2 Tareyton Low 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) ------------~ Other (SPECIFY): 1 13b. Is that filter or non-filter? (5~0 13c. Filter -------- • Non-filter ------ - 2 Is that regular, kiag-eise, 100am or the extra-long 120mm7( -------- Regular . King-eize ------ 2 QD 100mm ------- 3 120mm ------------ 4

fi42318i/. .. 4. What do you remenbar about the TRIIEadYerttsement? (PROBE:) What elae ' do you remea6ezT . , • -. . .. --18- ! ~ ~ -2r 5. Aside from wanting you to buy them, what was the measege the manufacturer was trying to get across to yvu about TRUE? (PROBE:) What else? 2 2 27-L~ 6. (IF'RESPONDENT SAYS "DON'T gNOW" TO Q.5, SKIP'TO Q.10.) J~- (NAND 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) . Extsemely important ----.-- 6 . Very important ---------- 5 Somewhat important ------- 4gomewhat unimportant ------ 3 Very unimportant ------ 2 Not at all important ---- 1 7.. (HAND'.RESPONDENT CARD 7.) Again, thinking about the advertising.message, which phrase onthie card best describes how believable thisieto you? (30) - Extremely believable --- 6 - Very believable ------- 5 . Somewhat believable ----- 4 .. Somewhat unbelievable --- 3 Very unbelievable ------- 2 . . Extremely unbelievable ---- 1 8. (HAND RESPONDENT CABD 8.) And, which phrase on this card best describes how different you think this ~ message is.from other cigarette advertising2. (31) Extremely different ------ 6 . Verydifferent --------- 5 Somewhat different ------- 4 Somewhat similar --------- 3 . Very similar -------- 2 Extremely eimilar --------- 1 9. (HAND RESPONDENT CARD 9.) . Baeedon the message, which phrase on this card best describes your interest in trying TRUE cigarettes7. (32) Extremely interested -----6 Very interested ------- 5 Somewhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------ 2 0 Extremely disinterested -- 1 N 2 W P .P W Of

r i '' NATtONAL CONSENSUS SURVEYS r• 801 Second Avenue New York, New York 10017 Y42318W 13- 6 NAHg: PHONE 1. Please t ke" a few minutea~to go through the advertisements in this book. Pleaaetake as much time with each ad as you asra to. If you ordinarily wear reading glasese, you'll ueed'them. ' ' (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE'CONTINUING.) - 2. Now, I'd like to ask you a few.questions about theade In the book.. What brsndsor products, do you remember seeing ads for Sn the book7~ (PBOBE:) Any other brande4. (DO NOT READ EITHER BRAND NAMES'OR PRODUCT CATEGORIES.) ' GENERAL ADS CIGARLr1TEADS (14) Amane F~enge----------- 1 Dole Pineapple -------- 1 Luke----- ----- 3 _ BankAmeticard/VISA --fP General Electric Washer -~ Golden Lights---- Bayer Aepirin----^-- 3 Hilton Hotels ------- 3 Golden (Unep..)--- 5. _ Boleoe Lawn Nower -- 4 Kawasaki ------- ---- -~- Kent Colden----- - 6--- .Budweieer ------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7-- Canadiau Club----- 6 Polaroid Camera------- 6 Kent Lighta----. 8 . Coca Cola ---------t„j~ Singer Sewing Nechtnee --- 7 Kent (Unsp.)---- 9 Concord Watches------ Taeter'e Choice ------ g Lighte (Unsp.)--- 0 Crest tooehpaaae---- Weight Watchers -------- 9 True--, -~ i~ OthaT (SPECIFY): y (IF NO CIGARETTE BRANDS NENTIONEDABOVE, ASK Q.3a.) (IF ONLY ONEOR'.TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) .. (IF ALL THKEE CIGARETTE BRANDS MENTIONED, SKIP TO Q,4.) 3s. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do youremembar any ads for cigarettes? -.-fX3)'r brands Jo you remember seeing ads for? Any others? 3b. Luke -------- 3 Golden Lights --- Golden (Unep. ) ---- Kent Golden ----- Kent Golden Lights -- Kent Lights ---- Eant (Unsp.) ------- Lights (Ueap..j--- 4 5 6 7 8 9 0 x Other (SPECIFY): 7 No ----- 2-?(SKIP TO Q.LO) . S, ! (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASK:) Do you remember eny ads for any other brands of cigarettes? (16) . Yee -------- 1--PWhat brands were they? Any othare4 (16) L k - ------ 3 u e --- - No ----- -___ 6) Golden Lights ---- 4 Golden (Unap.) -- 5 Kent Oolden ------- 6 Kent GoldenLighte -- 7 N Kent Lighte------ 8.~ CONTINUE.) Kent (Unep.) ----- OR 3b (IF TRUE MENTIONED IN Q 3a Y 9:.] , , . , LSRhte (Unep.S---- 0~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP True - ~ TO Q.10 ) . Other (SPECIFY): 7