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a ! NAT;ONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 f42318W 13- 6 PHONE U: Cz>tf 1. ffease take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you aars to. If you ordinarily wear reading glasses, you'11 need them. (HAND RESPONDENT PORTFOLIO 2. Now, I'd like to ask you a What brands or products do AND TAKE IT BACK BEFORE CONTINUING.) few questions about the ads in the book. 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----------- 1 Dole Pineapple ---------- 1 Luke--------- 3 BankAmericard/VISA --- 2 General Electric Washer - 2 Golden Lights---- Bayer Hilton Hotels --------- 3 Golden (Unap.)---- -5 Bolens Lawn Mower ---- Budweiser ----------- 4 5 Kawasaki ----------- ~ Kent Golden---- 6--= Old Spice Pocket Cologne - 5 Kent Golden Lights- 7" Canadian Club-------- 6 Polaroid Camera-------- 6 Sent Lights------- 8 Coca Cola --------- ~-~ Singer Sewing Machines --- 7 Kent (Unsp.)------ - 9 Concord Watches------- 8 Taster's Choice ------ 8 Lights (IInap.)---- 0 Crest toothpasee-- 9 Weight Watchers -------- 9 True-------------- 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 TNREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? 'Yss~-`~--°" W~iat brands do you remember seeing ads for? Any others? 3b. I Luke - - --- Golden Lights ----- Golden (UUap. ) ---- Kent Golden ------- Kent Golden Lights -- Kent Lights ------- Kent (Unsp.) ------ Lighta (UasE.}------ 3 4 5 6 7 8 9 0 True - - - --- ~~ Other (SPECIFY): y No -------- 2--- 1j (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you remember any ada for any other brands of cigarettes? a (16) Yes ------- 1-------- What brands were they? Any others? (16) Luke ------ -- 3 No - Golden Lights ----- 4 Golden (Unep.) ---- 5 Kent Golden -------- 6 Kent Golden Lights -- 7 p bA Kent Lights ------- 8 ~ (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) Kent (Unsp.) ----- 9 W Lights (Unsp )----- 0 (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP ~. TO True --------- --- : O Other (SPECIFY):

e -2- iF42318W 4. What do you remembar about the TRUE advertisement? (PROBE:) What else do you remgmberl 174 1c~ . 121 21 22 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' ~ ~ ~ - , - - -_ 25 ~ 2 (LF RESPONDENT SAYS "DON'T KNOW°'TO Q.5, SKIP TO Q.10.) 2 6. (HAND 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) Extaemelq important ----- 6 Very important ------------ Somewhat important -- ---~~- Somewhat unimportant ------- 3 Very unimportant --------- 2 Not at all important ---- 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 --- --I-? Somewhat believable ----- Somewhat unbelievable ------ Very unbelievable ------- Extremely unbelievable --- 4 3 2 1 8. (HAND 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 ---------- 2 Extremely similar -------~] 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested' -----• 6 Very interested ---_----- 5 Somewhat intereste d Somewhat disinterested ----- 3 Very disinterested 2 Extremely disinterested ---- 1 0 N ~ W ~ rA ~ /+

#42318W ' (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again, (F.XPOSE FOR 5 SECONDS ADII) REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-p16 - 3 ~ ~~ 37 GI,c'v38- " (OPEN PORTFOLIO TO TRUE. .) .__. lla. Is there anything in the TRUE ad that you particularly like? 11b. 12a. i2b. (39) (CONTINUE) - Yes - - 1 (SKIP TO Q.12a) -- No -------- Q What is there in the TRUE ad that you particularly like? What else? (PROBE:) 40- 41- 42- 43- 44- Is there anything in the TRUE' ad that you particularly dislike? 45- (46) (CONTINUE) - Yea ------- 1 -- N -- -- ~ (SKIP TO Q.13a) - o What is there in the TRUE ad'that you particularly dislike? (PROBE:) What else? 4 4 51

.1 -4- #42318W' 13a. What one brand of cigarettes do you smoke most frequently? (D&NOT READ BRAND NAMES.) 0. THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Mu1ti-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is t4at Yent 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 Old'Go1d Ligh~ t~s?'r IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF Rs1LEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol?F IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" Fact ----- ------------- ----- Gauioises ----------------- --- Iceberg 100's ---------------- Kent Golden Lights --------- *Kent (Other) Kool Super Lights ------------ Koo1 Milds *Kool (Other) ------------------ '(52) Alpine -------- -------------- 1 B e l a i r-------------------- 2 Multi-Filter By Benson & Hedges 3 Benaon & Hedges Lights ------- 4 *Benson & Hedges (Other) -- 5 Camel Lights ---------------- 6 *Camel (Other) 7 Carlton -------------------- 8 Chesterfield ---------------- 9 D e c a d e------------------- 0 Doral -------------------- x Eve ----- -------------------- -(53) 1 2 3 4 5 6 7 8 L& M Flavor Lights --------- 9 L& M Lights 100mm ---------- 0 *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 Now 0 Old Cold Lights ------ --- x *Old Gold (Other) ---------- y (55) Pall Mall Extra Mi1d - 1 *Pall Mall (Other) -- ----~ Parliament Ultra Lights -------- 3 *Parliament t0ther) - ------- 4 Philip Morris - --- 5 Raleigh Extra Mild ----- 6 *Raleigh (Other) ----- 7 Real --------- ---- 8 Salem LightA ---- ---- 9 *Salem (Other) ------ ------ 0 Saratoga ----------~^-------- x Silva Thins ----- ------- y (56) Tall ------ ------------------- 1 Tareyton Lights -------------- 2 Tareyton Low Tar Menthol ------- 3 *Tareyton (Other) ------------- 4 True ------------ ~---------- 5 Vanguard --------_----____ 6 Viceroy Extra Mild ---- ---- 8 *Viceroy (Other) 9 Virginia Slims ------------- -- 0 Winston Lights ---------------- x *Winston (Other) -------------- y Other (SPECIFY): (57) 1 (58) Filter ---------- 1 Non-filter © the extra-long 120mm? -(59) `O Regular -------- ~~- 00 King-size ----- ~„~ 100mm ----------- 3 120mm -------- 4 `A Gi

#42318W ~ r 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) ----- 2 20 to 29 (1 pack) 3 30 39 (1-1/2 k ) to pac s - k 2 ) 40 pac s or more or more ( --- 5 CLASSII+ICATION' Aow, just a few questions for statistical purpo ses pnly. u• What was the last grade of school you completed? (61) Some grammar school (lst-7th grades) --- -1 Grammar school graduate (8tb grade) ---- 2 Some high school (9th-llth gradea) ---- A~ High school graduate (12th grade) ------ 4 Some college ----- ---------- ------- --- 5 College graduate or beyond ------- ------ _ 6 (HAND RESPONDENT'CARD 16.) 16. Again, just for classification purposes, which letter your total family income before taxes last year? 17. (1NDI'CATE SEX.) ATTACHIQUES TUONNAIRE TO SCREENER. on this card includes (62) A. B. Under $7,500 $7,500 to S10,000 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 $25,080 ---___--___~-__-- 6 Ref used ----------- ------------- y (63) Male --------------------------------- - -' Female ------^----------_----------- 2