Tobacco Documents Online

/42318W 14.. Faw.many cigarette s do y ocsmoke in an average day? (60) 9 or less (lessthan1/2 pack) ---- 1 10 to 19 (1/2 pack to 3/4 pack) - -CTy 20to 29 (1 pack) ------ 3 .. 30~to39 (1-1/2 packs) - ------ 4 ) - 5 k s or mcre 40 or mcre (2 pac CLASS2FICATIOw 1a., j.st a:eW questio ns for statistica l purposes only. 73, What was the iast grade of school you compleced7 (61) Somegrammsr school (Lst-7th grades) ----1 Oramma[school graduate (8Fh grade) -- 2 Somehigh school (9th-11th grades) -- 3 Highschool graduate (12th.grade) ----__ Some college ------------------- ~-~- College graduate or beyond --------^ 6 (lNND RESPONDENT CARD 16.) 16. Again, just for c lasaif icationpur pose s, vhlch letter on thia card includes - your total family incom e before ta xes last year4 (62) - A. Under $7,500 -__------ -_-__--- 1 B. $7,500 to S1O,000 ------------ 2 C. Over $10.000 to $15,000 ---------- 3 .. D. Over $15,000 to $20,000 --------.~~ , . . E. Over $20,0000 to $25,000 -------- 5 . F. Dver $25,000 6 Refused ----- -------- ---------- y ii i,unoreru cvv N (63) Male----- ------------------- -_-__-_-<:r6)_ 2 ATTACH QOESTIONNAIRE TO SCREBNER. g0-1

#42318W' 4. What do you remembar about the TRIIEadvertisemebt2 (PCDSL':) What elee do you ram.mher4 . , . . 19-0 -20a -.1i- ~ 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to yquabout TRUE? (PROBE:) What else? 23 25 . 27 }~ (IF RESPONDENT SAYS "DON'T KNOW" TO Q.S, SKIP TO Qs10:) (SANDRESPONDENT'CABD 6.) ' Ji8- 6. Thinking about what you ve ]ust told me about the advertising meesage, what phrase on this card best describes how important this is toyou7 (29) .. Pstaemely important ------ 6 Very important ---------- 5 . Somewhat important ------ 4 - 6omewhat unimportant ----- 3 Very unimportant -------- 2 Not at all important --- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertisingmeeaagey which phrase on this card beat describes how believable this is to you? . (30) " Extremely believable --- 6 - Very believable----- 5 . Somewhat believable ------- 4. Somewhat unbelievable ------ 3 . Very unbelievable ------- 2 . . Extremely unbelievable --- 1 g. (NANDRESPQNDENT CARD 8'.) . And, which phrase on this card best deacribes how different you think this message is from other cigarette advertising? --- - - -- (31) Pstreoely different ------- 6 . Very different --------- 5 Somewhat different ------ 4 Somewhat siailar -------- 3 Very similar ---------- 2 Extremely similar -------- 1 9. (HAND RESPONDENT CARD 9.) a Based on the message, which phrase on this card beat describes your interest intryingTS11E cigarettes? ~ (32) Extremely interested ---. 6 ' Very interested -------- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ----- 2 Q Extremely disinterested -- I N m W m NI

-3- #42318W (ASK ALL;) 10. Let's take afev.eeconds to look at the TRUE ad again. (EXPOSEFOII 5 SECONDS AND RElBW)i.) What do you think is the main idea the maaufacturer wants to get across about TRUE? (PROBE:) What else? 33-6' `.0, (OPEN PORTFOLIO T0TRUE AD.) ila. Is there anything in the TRUE ad that you particularly like? (39) (CONTINUE) -- Yea 1 . (SKIP TO Qs 12a)-- No ----- C~j` - . lih. What is there in the TRUE ad that you particularly like? (PROBE:) Whaf else? . 40- 41- 42- 43- 44- 45- 12e. Is there aaythingln the TRUE ad that you particularly dielike7(46) (CONTINUE) - Y°a ----- 1 - (SKIP TO Q.13a) - No ----- 2~ :2ti. What is there in the TRUE ad that you'particulazly dislike? (PROBE:) lJhatt else7 4 - 4 - a O M ~ p~A A

. ,S ~NATIONBL CONSENSUS SURVEYS@42318W ~ 801 Second Avenue - New York,: New York 10017 13- 6 NANE: PHONE 8: (~- ~ 1. Please take a few minutes to go through the advertisements in this book. Please take as much timewith each ad as you oare to. If you ordinarily wear reading 2. glaeese, you'll nsed', tham" - (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE'CONTINUINC.) Now, I'd like to ask you a few questions about the ads Sn the book. What brands or products do you remember seeing,ade fur in the book? (PEDBE:) Any other brands? (DO NOT READ EITHER BRAND NANESOg PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Amans 1(ange--------- 1 DolePineapple -------- 1 Luke---- ------- 3 BankAnsricard/VISA --- 2 General Electric Washer -~ Golden Llghte---- Bayer Aapirin------ 3' Hilton Hotels ------ 3 Golden (Unep.)--- 5 Solene Lawn Nower - 4 Kawasaki -------- ~4 Kent Golden---- _ 6-. Budweiser --------5 Old Spice Pocket Cologne - 5 Kant Golden Lighta- ` T Canadian Club----- -~ Polaroid Camera----- - 6 Kent Llghts---- " 8 Coca Cola ------- 7 Singer Sening Machines - -- 7 Kent. (Unsp.)---- 9 ConcordWatches---- 8 Taster's Choice ------ - 8 Ligh[s (Unep.)---- 0 Creat toothpesee+-+- Weight Watchers --------- 9 True------- -T:~ .. Other (SPECIFY); (IF NO CIGARETTE BRANDS MENTIONED4BOVE, ASK Q.3a.) (IF ONLY ONEOB TWO CIGARETTE BRANDS NENTIONED, SKIP TO Q.3b.) (IP ALL TNBBE CIGARETTE BRANDS MBNTIONED, SKIP TOQ.4.) 3a. (IP NO'CIOARETTg BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes7 fe5) " 7n~---=2T- 1 --~t brands do you remember seeing ads for? Any others4 Luke 3 Golden Lighte ---- 4 Golden (Unsp,) -- 5 Kent Golden ----- 6 Kent Golden Lights -- 7 Kent Lights --- 8 Kent (ifnep,) _-___~ 9 Lighte(Uaapj----- 0 True - z Other (SPECIFY): y No ---- 2 f(EKIP TOQ.10) 3b. ~.>^+r (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASK:) Do you remember any ads for any ocher brands of cigarettes? . (1 Yss. (1j ---->What brands were they? Any others? (16) Luke 3 2 Golden Lighte ----- 4 Golden (Unap.) ----- 5 Kent Golden ------- 6 Kent Golden Lights - 7 M Kent Lighte ------ 8 GO CONTINUE ) (IF TRUE MENTIONED IN Q 3a OR 36 2 Kent (Unap.) - ---- 9 {~ . , , . , Lighte (Unap.3---- 0 A (IF TRUE NOT MENTIONED INIQ"2, 31, OR 3b, SKIP True ! 0 TO Q.10 ) _ , Other (SPECIFY): y

, -4- 042318W'* 13a, What one brandd of cigarettes do you smoke most frequenrlyi (DO NOT READ BRAND NAiIES. )' THE STAHREDBRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges. Benson & Hedges Lights, or u1M~ t~" made by Benson 6Bedgee?" IF CAMEL, ASK: "Is that Camel or Canel Lights?" IF KENT, ASK: "Is that gent or gant Golden Lights?" IP KOOL, ASK: "Is that Kool, Kool Mi1ds, or Kool Super Lights?" IF L & M, ASK: "Is that L S M, L & M Flavor Lights, or the longer L 6 M Lights 100mm?" - IF MARLBORO ASK: "Is that Marlboro or Marlboro Lightsl°1 IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IFOID GOLD, ASK; "Is that O1d.Gold Filter or Old Gold Lighcet~ IF PALL MALL, ASK:"Ie that Pa1L Mall or Pall Mall Extra Hi1dP" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra LighteY" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?"IF SALPDI, ASK: "Ie that Salem or Salem Lights?" - IF TAHEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthollr IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK. "Is that Winston or Winston Lighte7^. (52) .. Alpine -------- -__-_-------- I Belair _-___--____---------- 2 Multi-Filter By Benson & Hedges 3 Benson & HedgeeLights ----- 4 *Benson & Hedges (Other) ------- 5 Camel Lights -------- ---- --- 6 *Camel (Other) ----- -------- 7 Carlton~------ -------°------ 8 C h e s t e r f i e 1 d------------- 9 Decade ___------ --------- - 0 Doral ---- -------------- - x Eve -____y (53) Fact ----- -_-_-_------------ 1 Gauloieee -------------------- 2 Iceberg 100"s -------------- 3 Kent Golden Lighta --------- 4 *Kent (Other) ----- ----- ----- 5 Koal Super Lights --------^- 6 Kool Miids --_________---- 7 ..:. *Kool (Other) -_________-___- Z) L & M~Flavor Lighta ---------- 9 L & HLights 100mm ---------- 0 *L & M(Other) -------------- x Lark -------- --------- --- v (54) Long Johns ------------------- 1 Lucky' Strike ---------------- 2 Marlboro Lights --------------- 3 *Marlboro (Other) ----------- 4 Mex 5 Merit ------------------------- 6 (54) Newport Lights --------- 8 *Newport (Other)--------- 9 Now 0~ Old Gold Lights -- --- x *Old Gold (Other) -------- Y' (55) Pall Mall Extra Mild , -- 1 *Pall Mall (Other) -- --- 2 Parliament Ultra Lights - - - - 3*Parliament tOther) --------- 4. Philip Mor[is ---------- 5 Raleigh Extra Mild~ -^ 6 *Raleigh (Other) --^---- 7 Real~ ---- -__-__ ---- 8 Salam Lights -------------- 9 *Salem (Other) - --- 0 Saratoga ------------ _ Silva Thins ------------- y (56) Tall Tareyton Lights ---------- - Tareyton Low Tar Menthol *Tareyton (other) Vanguard ----- ------ -------- Vantage -_-___-_ Viceroy Extra Mild *Viceroy (Other) ------------- Virginia Slims Winston Lights ----------- *Wineton (Other) Other (SPECIFY): 13b. Is that filter or non-filter? 13c. (58) Filter -------- 1 ~ Non-filter ----.~,,~ F+ T .. .~... ...,n.~w..e_of~n_ 100vae or [hee extra-lona 120mmP (5~ W __ ..._. ._a.__., ___e ____, _ Regular -------- !? arng-euc ------ l00mm 3 ;~j 120mm ----------- 4