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I a ,r NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 #42318W 13- 6 NAI'Q?.: Gfif ~f/x1J J~D//~1 z°rsOi PHONE #: s~C //- 1. Please take a few minutes to go through the advertisements in this book. Please take as much~time with each ad as you aara to. If you ordinarily wear readinQ glasses, 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 ada in the book. What brands or products do you remember seeing ads for in the book? (PROBE:) Any other brands? (DO NOT' READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amana $ange------ ------a Dole Pineapple --------~ Luke---- - - -- 3 BankAmericard/VISA --- 2 General Electric Washer --® Golden Lights------ Bayer Aepirin--------CP Hilton Hotels --------- 3 Golden (Unsp.)----- 5 Bolens Lawn Mower ---- 4 Kawaaakl ------------- 4 Kent Golden------- 6 Budweiser -------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7- Canadian Club------- 6 Polaroid Camera--------_(_3 Kent Lights-------. 8 Coca Cola --------_- ~ Singer Sewing Machines --- 7 Kent (Unap. )------ - 9 Concord Watches------~ Taater's Choice ------ 8 Lights (Unep.)----- 0 Crest toothpasfie-r--.-- 9 Weight Watchers -------- 9 True- --- E_x) Other (SPECIFY): Y (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? brands do you remember seeing ads for? Any others? .-. _. . ,+_~. Luke - 3 Golden Lights ----- 4 Golden (Unep.) ----- 5 Kent Golden -------- 6 Kent Golden Lights -- 7 Kent Lights ---- 8 Kent (Unsp.) ------ 9 Lights (Uesp.f----- 0 True - - z Other (SPECIFY): y No -------- 2->(SKIP TO Q.10) y • (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) s 3b. Do you remember any ads for any other brands of cigarettes? Yes ------- No ---------- 2 What brands were they? (IF TRUE MENTIONED IN Q'.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) Any others? (16) Luke - -_ © Golden Lights Golden (Unep.) ~ ~ ~''J 5 Kent Golden 6 Kent Golden Lighte -- 7 O 6-+ Kent Lights -------- 8 ? Kent (Ut:sp. ) ----- 9 C i 6N Lights (Unep 1------- 0 Aa True _ _ 6N Other (SPECIFY):

.t -2- , #42318W 4. What do you remember about the TRUE advertisement? (PROBE:) What else do you remsmber? 17-q ,v -~F- AP•.t-..~ ~~- Ce :1./ 1 , 0-~ ~ .as. 19-0 ..?!- 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? 23-0 2 - -~ 2 (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) Extaemely important ------~ Very important ---------- Somewhat important ------ Somewhat unimportant ------- Very unimportant -------- Not at all important ----- 5 4 3 2 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 --- Somewhat believable ---- Somewhat unbelievable ---- 3 Very unbelievable -------- 2 Extremely unbelievable -- 1 8. (HAND RESPONDENT CARD 8.) And, which phrase on this card beat describes how different you think this message is from other cigarette advertising? Extremely different ------- 6 Very different ----------- 5 Somewhat different ---- --- 4 Somewhat similar ------ 3 Very similar ------------~ Extremely similar ------ 1 9. (HAND RESPONDENT CARD 9.) # Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested ~ Very interested ---_------~5) Somewhat interested T Somewhat disinterested - - 3 Very disinterested -------- 2 Extremely disinterested ---- 1 ~ N 00 CJ .f~ a W

-3- #42318W 10. (ASIt ltLL: ) Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AI+ID REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33- ,yp- ~t -34- v ~ 37- f . 38- (OPEN PORTFOLMTO TRUE. AD.) 11a. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) - Yea --------- N ----- I TO 12 ) C) 2 o -- (SK P Q. a iib. What is there in the TRUE ad that you particularly like? (PROBE:) What else? "~ Ik/ ~w c., e-/ •..-,,?, ~ ' 41- / Grl~ 42 T -, i 44r 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINqE) - Yea -------- 1 (SKIP TO Q.13a) - 110 -~---~ ;2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? 4 4

-4- i42318W' 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, A'SK: "Is that Benson & Hedges, Benson & Hedges Lights, or Mu1ti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or CameL Lights?" IR KENT, ASK: "Is t4at Kent or Kent Golden Lights?" IF KOOL, ASK: "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: "Is that Old Gold Filter or O1d Go14 Lights?" 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 TAc'tEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Mentol?Tr IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) Alpine ------------------------ 1 Belair ---°----- -------- --- 2 . Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4 *Benson & Hedges (Other) ------ 5 Camel Lights ----------------- 6 *Camel (Other) ----------------- 7 Carlton ------ --------- ----- 8 Chesterfield ---------------- 9 Decade ---------------------- 0 Doral ------------------------- x Eve ------------------------- (53) Fact ---- -------------- ---- 1 Gauloffsea -------------------- 2 Iceberg 100's --------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) ---------- ------ 5 HooL Super Lights ---------- 6 Kool Miids --------- --------- 7 *Kooli (Other) ----------------- 8 L& M Flavor Lights ---------- 9 L & M Lights 100mm ----------- 4D *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 Nov ----------- ---------- . 0 Old~ Goid Lights ----~--------- x *01& Gold (Other) ----------- y (55) Pall Mall Extra Mild -- 1 *Pall'~ Msll (Other) -- --- 2 Parliament Ultra Lights -------- 3 *Parliament tOther) ------------ 4 Philip Morris ---- ----- 5 Raleigh Extra Mild -- 6 *Raleigh (Other) ~--- 7 R e a l - - - - - - - - - - - - - - - - - - ° ° - 8 Salem Light4 ---------- --- 9 *Salem (Other) -------------- 0 Saratoga ---- ---- x Silva Thins ---------------- y (56) Tall ------- - M------------- 1 Tareyton Lights 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (Other) -------_~--- 4 True -------- -----_---------- 5 Vanguard --------------------- 6 Vantage ---- ------------- ---- 7 Viceroy Extra Mild ------------ 8 *Viceroy (Other) 9 Virginia Sl~ims ------------- ---- 0' Winston Lights --------------- x *Winaton (Other) y Other (SPECIFY): (57) 1 -(58 Filter ---°--- 0 Non-filter ------ 2 N 00 the extra-long 120mm? (59) W Regular ------ --- 1 ~ King-size ------- 2 100mm ---------- ~ N 120mm ------ ---- 4

-5- #42318W 14. How many cigarettes do you smoke in an average day? (60) 9 or less (less than 1/2 pack) -------- 1 10 to 19 (1/2 pack to 3/4 pack) - - ® 20 to 29 (1 pack) - --- ----- 3 30 to 39 (1-1/2 packs) --- 4 40 or more (2 packs or more) ----- 5 CLASSIFICATION how, ;uyt a few questions for statistical purposes only. u* Wt'rat was the iast grade of school you completed? , (61) Some grammar school (let-lth grades) --- "1 Gramoar school graduate (8xh grade) ---- 2 some high school (9th-llth gradea) ----- 3 High school graduate (12th grade) ------ 4 Some college ~ College graduate or beyond ------- ----- 6 (WD' RESPUNDENT CARD 16.) 16. Again, just for c your total fa il lassification pur i b pose a. which letter on this card includes y m ncome efore ta xes last year? (62) A. Under $7,500 ----------------- 1 B. $ 7, 50{1 to 910,000 --------------- 2 C. Over $10,000 to $15,000 ---------- 3 D. Over $15,000 to $20,000 --------- 4 E. Over $20,000 to $25,000 ---------- 5 F. Over $25,000 ---------__~-__-__ 4iD Refused ----- -------- -------------- y 17. (1NUICATE SEX.) (63) Ma 1 e ------ ------------- ------------- -- 1 Female -----------------_----_--_- ~ L ATTACH QUESTIONNAIRE TO SCREENER.