Tobacco Documents Online

#42318W 14. How many cigarettes do you smoke in an average dayt- . (60) 9 or less (lesathan 1/2 pack) ---- 1 10 to 19 (1/2 pack.to 3/4 pack) --- 2 20 to 29 (1 pack) ----- 3 1/2 30 39 k ) - 1 fi pac ( s to - ~_ j C 40 or more (2 packs or more) `S. CLASSIFICATIOW 1ov, jw>c a.~au quesLtona for statistical purposes only. 1-5! UhaD vm. the lust grade of school~ you coupleted7 . (61) Some grammar school (Lst-7tbgrades) - -- "1 6rammar echoolgrad uate (8~h grade) - - 2 Some high school (9 t6-llth 8radea) - -- 3 High school graduat e (12ch grade) --- -- (~i Some college ---- -------------- -- S ColLege graduate or beyond ---------- 6 (1L1ND RESPONDENT CARD16.) ~ 16. Again, just for classification purposes, which letter - on this card iucludee your total family incomebefore taxes lastt year? (62) A. Under $7,500 -- ------- -------1 B. $7,500 to S10,0 00 --------------- 2 , C.' Over $10,000 to $15,000 ---------- 3 • D. Over $15,000 to $20,000 ---------ell:~> . E. Over $20,000 to $25,000 ---------5 . F. Over $25,000 - -------_____~-__ 6 Refused Y 17. (iNOICATE+SE%.)(63) Ma 1 e ___________________- __-------- Q ATTACN QUESTIONNAIRE TO SCBEENER. . 80-1 1

#42318W 4. What do you remenbmr about the TRUE advertisement? (PgoBE:) What slae do you rememberl , . . . .. 19 20 5. Aside from wanting you to.bug them, what was the message the manufacturer was trying to get across to yQu about TRUE? (PROBE:) What else? 2~ 7 _ 2 (IF RESPONDENT SAYS"DON'T KNOW' TO Q.5, SKIP TO Q,10.) (HAND RESPONDENT CARD 6.) 6. Thinking about what you've just told me about the advertising message, what phrase on this cardbeat describes how important this is to you? (29) . ' . 7.(HAND RESPONDENT CARD 7.) Extnemely important ----- 6 Very important --------- 5 Somewhat important ----- 4 gomewhat unimportant --- 3 Very unimportant - 2 Not at all lmportant ----- 1 Again, thinking about the advertising message, which phrase on this cardbest 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 8. - (HANDRESPONDENT CARD 8.) - And, which phrase on this card best describes how different ycu think this message is from other cigarette advertieing7 Extremely different ---- 6 . Very different -------- 5 Somewhat different ------- 4 Somewhat similar -------- 3 Very similar -------- 2 Extremely similar ----- 1 9. (HAND RESPONDENT CARD 9.) y Baeed'on the message, which,phrase on this card best describes your interest in - trying TRUE cigarettes? (32) Extremely interested ------6 , Very intereeted------- --- 5 Somewhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------ 2 Extremely disinterested -- 1 ~ M 2 Cj `A fD t~

1 d4231gW 10. (ASE ALL:) Let's take a feveecouda to look at theTBQE ad again. (ERPOSB POB S SECONDS AIID REMOVE.) What do you think is the main idea the manufacturer wants to gat acroea about TEUE? (PEOEE:) What else? 33- ~6 , ~v- , #~- 38- (OPEN PORTFOLIO TO- TRUE. AD.) . IQe. Is there anything in 6he Tffiffi ad that you particularly IikeY -- (CONTINUE) - Yee ----- S (SEIP TOq.12a) -- No -- 2 ilb. What is there in the What else?. -tf 41-x ~f. ~p .~ J i 42~~9 44- 45- 12a. Is there anything in the TRUE ad that yowparticularly dislike? (46) - . (CONT!IDNE) (S&IP TO q.13a) - Yea ---- 1 - No ---~ i2b. What is there in the TRUE ad that you particularly dielikel(PEOBE:) What else? 47- 48- 49- s0- TBUEE ad that you particularly like? (PEUBE:) S1-

j -4- 042318W' 13a. What one brand of cigarettes do you emoke most frequently? (DO NOT READ BRAND NAHES.) THE STARRED BRANDS-HUST BE PROBED:IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Beneon & Hedges Lights, or ulti-FiLter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is 017at gent or Kent Golden Lights?" IF KOOL, ASK; "Is that gool, Koo1 Kilds, or Kool Super Lights?" IFL & N, ASK: "Is that L& M, L.& MFlavor Lights, or the longer L& N Lighte 100mm?" - IF MARLBORO, ASK: "Is that Marlboro or Marlboro Lights?" IFNEVPORT, ASK: "Is that Newport or Newport Lights?" IF OLD COLD, ASK: "Is that Old Gold Filter or 01d'Gold Ligh-ce?~ IF PALL MALL, ASK: "Ia that Pall Ma1L or Pall Mall Extra Mild?" IFPARLIAMENT,.ASK: "Is that Parliasent or Parliament Ultra Lights?" IF RALBIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" - IFSALEM, ASK:. "Is that Salem or Salem Lights?" IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar 8ent~ IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" . IF WINSTON, ASK:^Ie that Winston or Winston Lights?" (52) Alpine ----------------------- 1 Belair ----------- -_----- -__ 2 Multi-Filter By Beneon d Hedges 3 Benson~& Hedges Lighte -------- 4 *Benson & Hedges (Other) ------ 5 Camel Lights -------------- -_ 6 *Camel (Other) --------------- 7 Carlton --------------------- 8 - Chesterffeld'~------------- 9 Decade ------------------- 0 Doral _-_------------- -___-_ x Eve _-_------ ------ ------ - y (53) Fact ------- _------------- - 1 Gauloi~ses __________________-_. 2 Iceberg 100's -------------- 3 Kent Golden Lights ---------- 4 *Kent (other) _-__-------- - 5 Kool Super Lights ------------ 6 Koo1 Nilds ---- ----------- - 7 *Kool (Other) ------------- 8 L 6 M Flavor Lighte -------- 9 li& H Lights 100mm ------------ 0 *L & H (Other) _____________- r Lark ----- -------------- -_(54) Long lohns ------------------- 1 Lucky Strike ---------------- 2 Marlboro Lights -------------- 3 *Harlboro (Other)---------- 4 Max ---- ----- -_------------ 5 Merit --------- -_------------ 6 (54) More _7 Nevport Lights - ------ a *Newport (Other) --- --- 9 Nov _____0 Old Goid Lights -------- x *01d Gold (Other) ---- Y (55) Pall Mall Extra Mild -- 1 *Pall Mall (Other) ----~-~--'- 2Parliaueot Ultra Lights - - - - 3 *Parliament tOther) -------- 4 Philip Morris ------^--- 5 Raleigh Extra Mild ---- 6 *Raleigh (Other)----^------ 7 Real -__-_----_8 Salem Lights - ------ 9 *Salemm (Other) ---------- 0 Saratoga i Silva Thins ---------- y (56) Tall ---_------- ---------- 1 . Tareyton Lights -_-_-___-__ 2 Tareyton Low Tar Menthol ------- 3 *Tareyron (Other) ----------- 4 Vantage Viceroy Extra Mild ------- 8 *Viceroy (Other) --------- A Virginia Slime ------------- - 0 Winston Lights ----------- z . *Winaton (Other) ------------- y Other (SPECIFY): (57) 1 13b. Ie that filter or non-filter? ( Filter ------- 13c, Non-filter ------ 2 O Fa la that regular, king-size, 100mm or the extra-long 120ma7 (5 2 Regu4ar --------- _ :4 King-size ------ 2 ~ l00mm --------- 3 f~ 120mm 4 .p

,, . fNATIONALCONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 842318W 13- 6 NAMBG-,~'el tZlw,FK" eY .rudJ PHONE$.: /Cy/- 71 O'1:~ 1. Please take a few mdnutes to go through the advertisemente in this book. Please take as much time with each ad as you aara to. If you ordinarily vaar reading gleesea, you'll uaed them. (BAND 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. Whet brands or products do you remember seeing ada for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR.PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS Dole Pineapple --------- 1 BankAmericard/VISA ---02 General Electric Waeher- 2 ------ ( Bayer Aspirin------ 3 Hilton Hotels Bolene Lawn Nover ---~6 Kawasaki -------------/L~'. Budweiser ---------- 5 Oid Spice Pocket Cologn Yie Canadian Club------0 Polaroid Camera------- 6 Coca Cola --------- 7 Singer Sewing Machines --- 7 Concord Wetchee---.l87 Taeter'e Choice ------- 8 Crest soothpsa6a ~..--'~f Weight Watchers -------- 9 Golden Lights- _ Golden (I)nep.)--- 5 Kent Gold.n------ 6 --_- Kent Golden Lighta- T Kent Lighta----. 8 -- Kent (Unap.)__-~9 Li hte (Una . - 0 - True-----_- z . Other (SPECIFY): 7 (IF NO CIGAEETIE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONEOg TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF 4LLTBBEE CIGARETTEBRANDSNENTIONED, SKIP To q.4.) 3a. (IF NO CIGARETTE BKANDS1¢NTIONED ABOVE, ASK:) Do you remember my ada for cigarettes? 1---~lWTiat brands do you remember aaafn6 ads forT Any others? ... ... . .+~•~1~. Luke - 3 Golden Lights ----- 4 Golden (Unep.) ---- 5 Lant Goldea------- 6 Kent Golden Lighta -- 7 Kent Lights ----- B Kent (Unep.) 9 LiBhts (Uaap.}---- 0 True ------ z Other (SPECIFY): No ------- 2- ----p (SKIp TO Q.10) .e~.+ (IF "ONE" OR."TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? y (16) Yee ------- 1------- •What brands were they? Any othersT (16) Luke 3 . GoldenLi hta --- 4 No ______-- S g Solden= (Unap.) -- 5 0 Kent Colden ------- 6 M• Kent Golden Lighte - 7 !Z Kent Lights ------ 8 ~ CONTINUE ) (IF'TRUE MENTIONED IN 3a OR 3b 2 Kant (Unap.) ---- 9 Ak . , Q. ,: . Li te (Unap.}--- 0 M (IF'TRUE NOTMENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10 ) True ------------ i . Other (SPECIFY): y