Tobacco Documents Online

#42318W 14. How many cigarettes do you smoke in an average day? (60) , 9 or less (iess than 1/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) ---- 2 20 to 29 (1 pack) ---- --- Q . 30 to 39 (1-1/2 packs) --- 4 40 or more (2 packs or more) 5 CIASSIPICATION Aov., )ust a:ew quescions for atatisticaL purposes only. u. What w~ thelast grade uf school you eompleted7 • (61) Some graamar school (let-7th grades) --- 7 - Grammar school graduate (8th grade) --- 2 Some high school (9th-llth grades) ---- 3 • - High school graduate (12th grade) ------~ Some college --------- ------------ 5 College graduate or beyond'------------ 6 (IL1ND RESPONDENT CARD 16.) 16. Agalny just foc classification purposes, which letter on ohia your total f il S card iocludea y aa ncome before taxes last year? (62) - A. Under $7,500 ------ -------= 1 e. $7,500 to 510,000 --- ------ 2 , ~ C. Over $10,Q00 to $15,000 -------- &> . D. Over $15,000 to $20,000 4 E. Over $20,000 to $25,000 ------ 5 . F. Over $25,000 --------- _-___.,-_- 6 - - gefused ______________- _--_-_- y 17. (1NOICATE'SEX.) Nale (63) FATTACII QUESTIONNAIRE TO SCRLENEE. 80-1 1

-3- .. t423IBW (ASK ALL:) .. 10. Let's take a few seconds to look at the TRUE ad again. (E%POSEFOE 5 - SECONDS AND REMOVE.) . What do you think ie the mein idea themanufacturer wants to get across about TRUE? (PROBE:) What else? 33-5g d w `~,I~i-s.cJR~ .l~14 3. 38- (OPEN PORTFOLIO TO' TBUE- AD.) Ita. Is there anything in the TBUE' ad that you, particularly like? (39_ (CONTINNE) - Yes (SRIPTO Q.12a) -- No 2 ilb. What is there in the TRUE ad that you particularly like? (PROBE;) What elseT. - _ ~- ~fla 42-aY ~ A~- 44- 45- 12a. Ls there anything in the TRUE ad that you particularly dislike? (46) - (fAt)'}'FNUE) - Yes ----- 1 .. (SKIP TO Q.13a) - No ---~'~ i2b. What is there in the TRUE ad that you particularly dislike? (PBOBE:) Whatt else? r ~

.1 -4- 04231gG13a. What one brand of cigarettes do you smoke most frequently? (DO NOTgEAD BRAND NPSfES.). . . TNE STAFAEDBFANDS lIIIST BE PROBED: . IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Beneon & Hedges Lights, or "Multi-Filter" made by Benson 6Nedges?" . IF CAMEL, ASK: "Is that Canal or Camel Lights?" IF KENT, ASK; "Ia: tl4t gent or Kant Golden Lights?" IF KOOL, ASK: "Is-that Kool, Kool M11ds, or Kool Super Lights?" IF L 5 M, ASK: "Is that L & M, L 6 M Flavor Lighte, or the longer L 6 M - Lighta 100mm?" . IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights7"' IF NEWPORT, ASK:"Ie that Newport or Newport Lights?" - IF OLD COLD, ASK: "Is that Old Gold Filter or Old Gold Ligh-tsTr . . .. IF PALL MALL, ASK: "Is that Pall Mall or Pail Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK:: "Is that Raleigh or Raleigh Extra Mild?" IFSALEM, AfIC: "Ie that Salem or Salem Lights?" IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low.Tar -- Menthol?R .. . . IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston LlghtaL" (52) Alpine __--_------ ------- . 1 gelair ____-_-_-------- -__ 2 Multi-Filter By Benson 6 Hedges 3 Benson 6 Hedges Lights ------ 4 *Beneon 6 Hedges (Other) ------- 5 Camel Lights -----------" 6 *Csmel (Other) -______--_---_ 7 ~ Chesterfield ----------- 9 Deeade ---- -_-_----------- _ 0 DOral ----- -_----- -------- - x (53) Fact ----- -_--------------- - 1 Gauloieee ------------------ 2 Iceberg100's --------------- 3 Kent Golden Lights --------- 4 *Kenc. (Other) _-_-__-__-_- 5 Kool Super Lights ---------- 6 Kool Miids ------------- 7 *Kool (Other) ------------ 8 L b N Flavor Lights -------- 9 L.S M Lights 100mm ---------- 0 *L 6 M (Other) ------------ - x Lark V (54) Long Johns ------------------- 1 Lucky Strike ---------------- 2 (54) More _7 Newport Lighta ------- 8 *Newport (Other)---- -- 9 Now 0 01d Gold Lights --- --- x *Old Gold (Other) ---- -- y (55) Pall Mall Extra Mild - 1 *Pall Mall (Other) -------- 2 Parliaient Ultra Lights --- 3 *Parliament fOther) ----------- 4 'Philip Morris - --- 5 Raleigh Extra Mild ---------- 6 *Raleigh (Other) ------+---- 7 geal 8 Salem Ligbtq --------- 9 *Salem (Other) ------- 0 Saratoga - ---- x Silva Thiaa --------- y (5fi) Tall Tareyton Lights --------- 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ---------- 4 Vanguard 6 Vantage 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) --------- 9' Virginia Slims .0. .. Winston Lights ---------- z *Wineton (Other) ------------ y Other (SPECIFY): (57) 1 Marlboro Lighte--------------- *Marlboro (Other) Max --------------- Merit ----------- -______--__ 13b• Is that filter or non-filter7 (Sg p Filter ------- N 13c. Non-filter ---- 2 OD L3 Is that regular, king-size, 100mm or the extra-long 120mn7. (59) 0- Regular --------- 1 ~ . King-eiae _-___- 2 ~ , loomm --- (V

I C 042318W 4. What do you remember about the TRDEadvertiaement2 (PRDBE:) What alae do you rampmbe=? ~~ 24'~ /l&~' 444 `.CfA..!.et-,1... 16e Z 0- J S. 19_N QQ- !QQ- -ar -a- 6. (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Q.10.). (gAND RESPONDENT CARD 6.) - Thinking about what you've just told me about the advertising message, mhatt phrase on this card best describes how important this is to you? (29) Ertaemely importaat --- 6 Very important ------------ 5 . Somewhat important ----- 4 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 ------- 5Somewhat believable ---- 4 ' Somewhat unbelievable ---- _ Very unbelievable -------- Extremely unbelievable --- 3 2 1 8 . (HAND RESPONDENT CARD 8.) - . "... And, vhichphrase on this card beat deacribeshow different you think this meseageisfrom other cigarette advertising? - -- - (31) Extremely different ------- Very different ------ .. Somewhat different ------- Somewhat eimilar -------^ Very similar --------- Extremely similar ----- 6 5 4. 3 2 1 9. (HAND RESPONDENT CARD 9.) ' Based onthe message, vhich.phrase on this card heat describes your interest in trying TRUE cigarettes? - - (32) Extremely interested ^--- 6 Very interested ----- -- 5 Somewhat interested ---- 4 Somewhat disinterested ---- 3 Very disinterested ---- 2 Extremely disinterested ---- 1 0 ~ W 5 from wanting you tobuy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23 24 25 27

~ NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, Now York 10017 . 942318W 13- 6 NAl~: //l~ PNONE' 1. Please take a few minutes to go through the advertisements in this book. Please take as muc8 time with each adae you ears to. If you ordinarily wear reading glassee, you'11 need them.: (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Now, I'd like to ask you a few questions about the ads in the book. What brands or producte do you remember seeing ads for 1n the book? (PBOBE:) Any other brands? (DO NOT READ EITHER BRAND NAKES OR PRODUCT CATEGORIES'.) GENERAL ADS CIGARETTE ADS (14) Amana I{ange_-_---- 1 Dole Pineapple -------- 1 Luks----__-_-OfD --- BankAm¢ricard/VISA Jz- General Electric Washer --Qz~ Golden Lights----- Bayar Aepirin------ Bolene Lawn Ilower---- .4 Budweiser - - - - - - - 5 Canadian Club----- 6 Coca Cole --------© Concord Watches---- 8 Rilton Hotels -------- 3 Kawasaki -------- 4 Old Sp1ce Pocket Cologne ~?- Polaroid Camara------ 6 Singer Sewing Machines --- 7 Taeter's Choice ------ 8 Golden (Unep.)-- 5 Kent Golden- Kent Golden Lights Kent Lighta---- 8 Kent (Ussp.)----- 9 Li hte (Une .)--- 0 Crest 2oothpaete- 9 Weight Watchers ------- 9 True-_--_---_--c Other (SPECIFY): 7 (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) - (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) . (IF ALL ® CIGARETTE BRANDSNENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS lfl;NTIONEDABOVE, ASK:) Do you remember any ada for cigarettes? . . ...(.25)~ brands do you remember seeing ada for? Any others? .. - . - . . . " Luke --- 3 Golden Lights -- 4 Golden (Unsp.) --- 5 gent Golden ---- 6 yent Golden Lights -- 7 Kent Lights --- 8 Kent (Unep.) --- 9 Lights (Uaapj------ 0 True - x Other (SPECIFY): 7 No ----- 2 - / (SKIP TO Qs 10) i ": .+...1 (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettesT. . (16) Yes ----- 1------ •What brands were they? Any others? - (16) Luke 3 No _____-- 2 Golden Lights ---- 4 6elden (Unep.) --- 5 Kent Golden 6 O Kent Golden Lights -- 7 H h K Li -- g a ts ---- ent g CONTINUE.) Kent (Unep.) - -- (IF TROE!@NTIONED IN Q.2;3a OR 3b W 9 iA , , Lights (Unep.~-- 0 (IF TRUE NOT MENTIONED IN.Q.2, 3a, OR 3b, SKIP ~ TO Q.10 ) Trua : , Other (SPECIFY):