Tobacco Documents Online

#42318W 14. 8ov.many cigarettes do you smoke in an average day? .. (60) 9 or less(iess than 1/2pack) ---- 1 - . 10~to19 (1/2 pack to 3/4 pack) 2 20to29 (1 pack) ---- --- 3 .. 30to39 (1-1/2 packs) ------- 4 - 40 ormere (2 packe or nore) . -- ~ . CASSIFICATION ~\ou, j~yt a:ev questions for scatistlcal purposes only. -15- What vasthe iust grade pf school you completed? - (61) Sone grammar school (1at-7th grades) --"1 Graaoarschool graduate (8th grade) ---- 2 Some high.school (9th-11th gradea) ---- 3 High school graduate (12th grade) ------ 4 Some college College graduate or beyond ---------- 1 (tLliYD RESPONDENT CARD 16.) Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? . - ( 62) A. Under $7,500 -- ---------------=- 1 e. $7,500 to 510,0 00 ------------- 2 C. Over $10.000 to $15,000 ------- 3 D. Over $15,000 to $20,000 4 E. Over $20,DD0 to $25,000 -------- 5 F. Over $25,000 - ------___--___-_-__ ~ Ref used ------- - ----- -__-_---_ y 17. (ANDICATE SEX.) (63) Mdle ------------------- -__-------- -I==PI Female --------- ----_-___---_ 2 L ATTACH QUESTIONNAIRE TO SCREENER. g0-1

842318W (ASK ALL:) - 10. Let's take a few seconds to look at the TRUE ad again. (E%POSEFOR 5 SECANDSAfID RENOVE.) . What do you think is the main idea the manufacturer wants to get across about TRllE4 (PROBE:) What else? 33- rJ ~ -~- C`~`6" - 3 - - ~ . ~ 38- (OPEN'POR'PPOLIO TO' TROE- AD.) . Ila. Ie there anything in the TRUE ad that you particularlyy like? (GONTINOE) -- Yes . (SKIP TO Q.12a) -- No ---- 2 lib. What is there inthe TBUL+ ad that you particularly like? (PROBE;) What else? ~C-- ~ 42-3 -4-3~ 44- 45- 12a. Is there anything in the TffiiE ad that you particularly dialike7(46) .. . (CONTINfIE)- Yee ----- ~ (SRIP TO Q.13a) - No 2 12b. What is there in the TRt1Ead that you particularly dislike? (PBOEEe) What else?, 50+ 51

( ,J ^NATIQNAL CONSENSUS SURVEYS 801 Second Avenue~New York, New York 10017 04231BW 13- 6 NAMB:A' f i'.l.t-l,Jr G~.LL~L-~?r-ti PNONEp': ~ t-~a:-GC.a•ece.L> .. 1. PTl'•eaee take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you oars to. If you ordinarily vear reading glasses, you'1l~ need them. (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.)' 2. Now, I'd liks to ask you a few questions about the ads in the book. What brands or products do you remember aeeingads for in the book? (PpdIBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS 3b. Amana Wga--------- -cl) BankAmericerdlVISA --- 2 Bayer Aepirin-----~~ Bolens Lawn Nower -- Budweiser -----^°- 5 Canadian Club----- 6 Coca. Cola Concord WatcNes- - Creat toothpeairo---- 9 Dole Pineapple General Electric Washer -- --------- Hilton Nilton Hotels Kawaeeki Old Spice Pocket Cologne - S Polaroid Camera-------- 6 Singer Sewing Machines -- 7 Teater'e Choice -------8 Weight Watchere -------- 9 CIGARETTE ADS (14) Golden Lighte---- 4 Golden (Unsp.)--- -5 _ Kent Goldan---- 6 - : Kent Golden Lights- tRentLigbts----- 8 Kent (Unsp.)----- 9 Lights (Unap.) -- 0 Trua-- ~ Other (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TW0 CIGARETTEBRANDSNENTIONED, SKIP TO Q.3b.) (IF ALL TBEEEJ CIGARETTE BRANDS MENTIONED, SKIP To Q.4.) 3e. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remeiber any ads for cigarettes1 . cls) ' 'YaiW~=4-O22"Or- 1----s =kuat brands do you remember aseing ads for? Any others? . .._~- Luke -----"----- 3 Goldan Lighte 4 Golden (Uasp.) --- gent Golden ----- S 6 Rent Golden Lights -- 7 Kent Lights ------ B Rent (Unap.) 9 Lights (Uasp.f--- 0 other (SPECIFY); 7 No ----- 2-~ (SKIP TO Q. 10) (IP "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASK:) Do you remember any ads.for any other brands of cigarettes? y (16) Yee ------ I-iWhac brands were they? Any others? (16) Luke --------_-- 3 N 0 Golden Lights ---- 4 o __________ Golden (Unap.) ---- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Q Kent Lights ----- g 05 (IP TRUE MENTIONED IN Q~2, 3a, OR'3b, CONTINUE.) 14nt (Unep.) ---- 9 ~ Ligh[e (Uaep-~---- 0 .~ (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP' TO Q.10 ) True z a . Other (SPECIFY): 7 -

#42318W 13a. What one brand of cigarettes do you amoke most frequently? (DO NOT READ BRAND NAMES.) TUB STARREDBRANDSMUST BE PROBED': - IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benaon& Hedges Lights, or ulci-Filter" made by Benson &Bedgee8° . IF CAMEL, ASK: "Ie that Camel or Camel Lights?" IF KENT, ASK: "Is that gent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L 6M, ASK: "Is that L & M, L& N Flavor Lights, or.the longerL & M Lighte 100mm8" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro LightsT°IF NEWPORT, ASK:. "Is that Newport or Newport Lightelu- IF OLD GOLDy ASK: "Ie that Old Cold Filter or 01d Gn1d LightsY'T IFPALL MAliL, A&K: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LightsY" IF RALEIGH, ASKr "Is that Raleigh or Raleigh Extra ML1dT" IFSALHd, ASK: "Is that Salem or Salem tiights7" IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lighte, or Tareyton Low Tar Ment- hol r. IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Llghte4!' (52) Alpine ---- -_------- -------- 1 Belair -_-------- 2 Multi-Filter By Benson 6 Bedges3 Benson & gedges Lights ---- 4 *Benson & Hedges (Other)---- 5 Camel Lights 6 *Camel (Other) ----------- 7 Chesterfield ------------- 9 Deeade ---- -_-_- _________-- 0 Doral -------- ----- -_--__-_ x (53) Fact ----- ---__----------- 1 Gauiolses ------------ --- 2 Iceberg 100's -------------- 3 Kent Golden Lights - - - - - - 4 *Kent (Other) 5 . Kool Super Lighta ---------- 6 Kool Miids ------------ 7 " *gaol (Other) ------------- 8 L & M Flavor Lights --------- 9 L & M Lights 100mm ----------- 0 *L 3 M (Other) ---____---'--' x Lark ___---- -___-------- -__ V (54) Long Johne -------- -__------ 1 Lucky Strike ---------------- 2 Marlboro Lights -------------- 3 *Marlboro (Other) ---------- 4 Has ---- ------- _--------- - 5 Merit ______-__- _------------ 6 (54) More "------'---- -7 Newport Lights -------~ 8 *Newport (Other)--- -~ Now ______ 0 Old Gold Lights --- -- x *01d Gold (Other) ---- - y (55) Pall Mall Extra Mild - 1 *Pall M.11 (Other) -------~-- 2 Parliament Ultra Lights ---- 3 *Parliament tOther) ~ 4 Philip Morris --- --- 5 Raleigh Extra Mild ------ 6 *Raleigh (Other) ---- - 7 geal 8 Salem Lights --- 9 *Salem (Other) ------------ 0 Saratoga - ---- x Silva Thins ---------~---- y (56) Tall _____--_-_--------- 1 Tareyton Lights -------- 2 Tareyton Lor Tar Manthol --- 3 *Tareyton (other) ------- 4 True 5 Vanguard ___-- ------ -_--__ 6 Vantage ---_- -__------- 7 Viceroy Extra Mild --------- 8 *Viceroy (Other) ------ ---- 9' Virginia Slima ---------- 0 Winston Lights ------ a *Wlnacon (Other) ------ ----- y Other (SPECIFY): (57) 1 13b. Is that filter or non-filter? (58) Filter ---------c}7_ Non-filter ~ON 13c. Ie thatt regular, king-eize,. 100mm or the extra-long 120mmY (59) Z W . Regulec _______-- 1 A King-efze ---_-~ . 100mm 3 ~ 120mm -- 4

p42318W 4. What do you remember about the TRUE advartisamsntY (PBOBE;) What elae do you repember? . . . ~ 17 P< G' e[.tr ,~r ~ ,~ ~ 18 ~-s.n .i.~:19 r ~r`~" 21~7C ~ 5. Aside fiom wanting you to buy them, what was the message the manufacturer was trying to get across to you about TROE? (pROBE:)What else? 23-x zs ` 26 27 - (IF RESPONDENT SAYS "DON'T KN0W° TO Q.5, SKIP TO Q,10,) ,21- (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 ---- 6 Very important ---- 5 Somewhat important ----- 4gomewhat unimportant --- 3 Very unimportant ---- ;~, Not at all important ---- 1 7. (NANDRESPONDENT CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this ie to you? (30) - Extremely believable ----~ Very believable -- . - 5 Somewhat believable ---- 4 Somewhat unbelievable ----- 3 , Very unbelievable ------ 2 . - Extremely unbelievable --- 1 8. (HAND RESPONDENT CARD 8..) . And, whichphrase on this card beet describes how different you think thia meseageisfrom other cigarette advertising? (31) Extremely different ---- 6 Very different ---------- 5 Somewhat different ------ 4 Somewhat similar --- 3 Very similar ---------- 2 --- ~ Extremely similar 9. (HAND RESPONDENT CARD 9.) - Y Based on the message, which phrase on this card beet describes yourlnterest ia trying TRDE cigarettaeY- (32) Extremely iatereeted----6 " Very interested ------- 5 Somewhat interested ------ 4 - Somewhat disinterested ----- 3 Very disinterested - 2 Extremely disinterested ---~y~_ O M 2 W A ,D