Tobacco Documents Online

1 (ASK ALL:) 10. Let's take a few secooda to look at the TRUE ad again. SECONDS A4gI gEMOVE.) What do you think Sa the main idea the menufacturer wants -TRIIE7 (PROBE:) What else? - ;42318u (EXPOSE P0E 5 to gat across about 33- _ a- iC.~/i//fi..(.t'--rl~ 3 38- (OPEN.PO&TFOLIO TO' TAUE. AD.) lla. Is thereanythingia the TEBE~ ad that you particularly like? -' _ (39) (COgTI80H) -- Yes ------ -1 (SYIP TO q.12a) -- Bo ----- OZ -- llti.What is therein,the TEDEad that you particularly like? (PBOBE:) . . What else? 40- 41- 42- 43- 44- 45- 12a. ,Is there anything in the 'PROEad that you particularly dislike? (46) . . . . . (COIS'_fINUE) - Yee ----- 1 - (SRIP TO q.l3a) - No ---- /21 12.b. What is there in the TRUE ad that you particularly dislihe4. (PgOBE:) What e1seR

-5- l42318i1 l.'4. How many cigarettes do you~smnke in an average.day7 . (60) . 9 or less (less than 1~/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) ---- 2 Mto 29 (1 pack) - --- 3 ) 3 1/2 7 packs . 30~to 9 (1- -- „~ 40~or more (2 packs or more) 5 CLASSIFICATIO*l 1w, 1wst a:ev.questions for statistical purposes only. . u+ 4hat was the last grade of school you coapletedY • . (61) Soae gra®ar achool (lat-7thgradea) ---1 Cramnar school graduate (8thh grade) --- 2 . - Some high school (9th-11th grades) --- 3 . Nigh.school graduate (12th grade) ------ 6P , Some college 5 . College gtaduate or beyond --------- b.. (NAND RESPONDENT CARD 16.) 1 Again, just for classification purposes, which lettar en this cardincludea your total family income before taxes last year? . ~ . ~~ . (62) ~. ' . ~ A- Under $7,.500 1 B. C. $7,500 to 510,000------- Over $10,000 to $15,000 ---- ----- 2 3 D. Over $15,000 to $20,000 -------- 4 E. Over $20,000 to $25,000 -------5 P. Over $25,000 6 17. (INDICATE SEX.) Refused------------------ ~j (63) Nale ---- -_------------ ______------- -- 1 Femala ---_-____---~W----_© ATTACU QUESTIONNA1Rti TO SCRESNER. !

A42318I7 4. What do you remember about the TROBadvertisamemt? (PLOBH:) What else do you remember? . . . . ~~ -!Eg -r. 19-0 zr Tt- 5. Aside from wantiagyou to buy them, what was the message the manufacturer was trying to get across toyqu about TRUE? (PEOB%:), What else? 2s ]_ (HAND'RESPONDENT CARD 7.)` Again, thinking about the advertising message, t+hich phrase on this card best .. . describes how believable this is to you? (30) ' Extremely believable ---- -6. - Very believable -- - 5 Somevhat believable ---- 4 Somewhat unbelievable ----- 3 , Very unbelievable ----- - - - 2 -- Extremely unbelievable -- 1 . , 27-y _. 6. (IF RESPONDENT SAYS "DON'T KNOW' TO Q.5, SKIP TO Q.10,) . a~ ,. (NANDEESPONDENT 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? 129) Extaemely important ----- 6 - Very important --------- 5 Somewhat important ----- 4 Somewhat unimportant --- 3 Very unimportant ----- 2 Not at all important --- 1 .. 8. (BANDRESPONDEND CARD 8.) And', which phrase on this card beat describes how different you think this message is from other cigarette advertising? (31) Extremely different ----- 6 Very different ------ 5 Somevhat different - - - - - - - 4 Somewhat slmilar ------ 3 • Very similar ------- 2 Extremely similar --- 1 9. (HANDRESPON7)ENTCARD 9.) ~ Based on the message, which phrase on.this card best describes your interest in trying T[OJE cigarettes? -_ (32) Extremely interested -----6 ' Very interested ---- S Somewhat interested ------- 4. Somewhat disinterested ---- 3 Very disinterested ---- 20 N -- Extremely disinterested 1 ~ W

.r -4- /4231gW' 13a. What one brand of cigarettes do you smoke most frequently? (DO NOTKEAD BBAND NA2fl:S.) THE STARREDBRANDS MOST BE PROBED; IF BENSON & HEDGES, ASK: "Ia that Benson & Hedges, Benson & Hedges Lights, or $ult~ i-Filtern made by Benson & Hedges?" IF CAMEL, ASK: "Ia that Camel or Camel Lighte7" IF KENT, ASK: "Io that Kent or Kent Golden Lights?" IF KOOL, ASK: "Isbhat Kool, Kool Milds, orKool,Super Lights?" IF :. & M, ASK: "Is that L & M, L& M FLavor Lights, or the longer L& M Lights 100®7" - , IF MARLBOIW, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" - IF OLD GOLD, ASK: "Is that O1d.Gold Filter or Old Go1d Ligh- IF PALL MALL, ASK:. "Is that Pall Mall or PaLl Mall Extra H11d4" IF PARLIAMENT, ASK: "Is that Parliament or Parlianent Ultra Lighta4" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mildt^' -_ IF SALPM, ASK: "Is that. Salem or Salem Lights?" IF TAREYTON, ASK: "Is that. Tareyton, Tareyton Lights, orTareyton Low Tar Menthol7~ . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Ia that Winston or WinstonLighta7^ . *Harlboro (Other) Max ____-_-_-__--------- - Merit --------- -------- -___ Lucky Strikc --------------- 2 Marlboro Lights.------------- 3 (52) Alpina -------- --1 Belair -_°______2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ----- 4 *Beason & Hedges (Other) --- 5 Camel Lights ---------- 6 *Camel (Other) ---------------7 Carlton..------ g Chesterfield -------------- 9 Decade ---___--------- -- 0 Doral ---- ---___---- x Eve (5+~v) Fact -------- --__---------- 1 Gauloisea------ _------- -_- 2 Iceberg 100 0a -------------- 3 Kent Golden Lights --------- 4 •Kent (Other) 5 Kool Super Lights ----------- 6 Kool Milds -------------- 7 *Kool (Other) -_-----_-_- 8 L& M Flavor Lights ----- 9 L & MLighte 100mn -------- 0 *L & M(flther) --------^--- x Lark v (54) Long 7ohne __---------------- 1 5 (54) More -----"'___------ ..7 Newport Lights ---- 8 *Newport (Other) --- -- 9 Now 0 Old Gold Lights --- --- x *01d Gbld (Other) - -- Y (55) Pall Mall Extra Mild . - 1 *Pall Mall (Other) -- 2 Parlienent Ultra Lights ----- 3' *Parliament tOtber) --- 4 Philip Morris -- Raleigh Extra Mild - •Baleigh (Other) - Real. -- Salem Lighta -- - *Salem (Other) Saratoga ---- Silva Thins ----- - - x -- y (56) Tall ------_-----___- 1 Tareyton Lights -- -- 2 Tareyton Low Tar Menthol ----- 3 *Tareyton (Other) ------^~~-- 4 True----- 5. Vanguard ___-^-.---_- 6 Vantage 7 Viceroy Extra Mild ---^-- a *Viceroy (Other) -------- 9 Virginia Slims -------- 0 Winston Lights -- -- a *Winston (Other) --------- y Other (SPECIFT):(57) 1 ~ 13b, Is that filter or non-filter7 (+~ ~ Filter 't ------- 13r. Non-filter 2 N 2 Is that regular, king-size, 100® or the.extra-long 120om7' (59) ~ 8egular . . King-eize (!1 .. . 100os - m (D 120ma 4 .

f 1 y NATIONAL CONSENSUS SURVEYSg01 Second Avenue New York, New York 10017 . NAME: PHONE 0 1. Please take a few mtnutes to go through the advertisements in this book. Please take as much time with each ad as you aare to..If you ordinarily wear reading . glaseea, you'll need them. - (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORECONTINUING.) 2. Now, I'd like to ask you a few qwatione about the ads in the book. .. 13- 6 What brands or products do you remember seeing ads for in the-book7 (PBOBE:) Any other brands? (DO NOT READ EITRERBRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS 3b. . Anana ~enga____--- 1 BankAmsxicard/VISA --,m Bayer Aspirin------ 3 Bolens Lawn Mower -- 4 Budweiser -------- 5 CanadianClub------- 6 Coca Cola -----~ Concord Watchea----- Cre.t tooehpasee-.--- U Dole Pineapple 1 General Electric Washer -- 2 Hilton Hotels --------- 3 Kawaeakl. Old Spice Pocket Cologne - 5 Polaroid Camera------ 6 Singer Sewing Machines --- 7 Taster's Choice ------- 8 Weight Watchera ------- 9 642318W CIGARETTE ADS (14) Luks-_--------___ 3 Golden Lighte__-- Golden (Unep.)-- .5 _ Kent Goldeu--- -6--.. Kent Golden Lights- 7- Kent Lighta------_ "B Kent (Unsp.)----- 9 Lights (Unap.)--- 0 ~ - OthaF (SPECIFY): 7 (IF NO CIGARBTTEBRANDS MENTIONBD ABOVE, ASK Q.3a.) -.(IP ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) . (IF ALL® CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) . - Any others? 3a. (IF NO CIGARETTEBRANDSNENTIONED ABOVE, ASK:) Do you remamber any ads for cigarettes? . . ..-(15) ` brands do you remember seeing ad. for? Luke 3 Golden Lights --- Golden (Unsp.) ---- Eent Golden ------- Kent Golden Lights -- Kent Lights ------ Kent (Unap.) --- Lighte (Uespj--- 4 5 6 7 g 4 0 True x Other (SPECIFY): No ----- 2---j (SKIP TO Q. 10) i :,+ '%.awd (IF "ONg" OR "TWO" CIGARETTE BRANDS !ffiNTIONED, ASR:) Do you reaanber any ade for any other brands of cigarettes? . y I (16) . Yee ------ ii-~- ,What brands were they? Any othere4 (16) Luke __---'----- No 2 Golden Lights ---- -4 gelden (Unep.) --- 5 Kent Golden ------ Kent Golden Lights -- Kent Lights-------- (IF TRUE MENTIONED IN Q.2,3a, OR 3b, CONTINUE.) Kent (Dnep.) - --- 6 7 8 9 O H ~ W P Lighte (Unap.~--- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP Q1 True _ TO Q.10 ) -- x . Other (SPECIFY):