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~ NATIONAL CONSENSUS SURVEYS r 801 Second Avenue New York, New York 10017 f42318W 13- 6 P- NAt+fl; : ~ - PHONE' ll,: ?-~ ~~ J - 1. Please take a few minu s to go through the advertisements in this book. Please take as much time wit each ad as you oars to. If you ordinarily wear reading glassee, you'll 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 products do 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 I~ange------------ 1 Dole Pineapple --------- 1 Luke------------~ BankAmericard/VISA --- 2 General Electric Washer -- 2' Golden Lighte----- Bayer Aspiria------- 3 Hilton Hotels --------- 3 Golden (Unap•)---- -5 Bolens Lawn Mower --- 4 Kawasaki 4/i~, ' Kent Golden--- 6-: Budweiser ---------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lighte- 7- Canadian C1ub------ 6 Polaroid Camera-------- 6 Kent Lights-------_ "8 Coca Cola ------------ 7 Singer Sewing Machines --- 7 Kent (Unsp.)------ - 9 Concor& Watches----- 8' Taster's Choice ------- 8 Lights (Unsp.)---- _~ Crest toothpaete-•--+---4~r Weight Watchers --------- 9 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 A7.I. THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) Any others? 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (lS)r 1---='1W~at brands do you remember seeing ads for? Luke 3 4 5 Golden Lights Golden (Unep.) Kent Golden --------- 6 Kent Kent Kent Golden Lighta -- 7 Lights ------- 8 (Unsp.) ------ 9 Li~hte (Uns~.}------ 0 True --- x Other (SPECIFY): y No ------ 2-'! (SKIP TO Q. 10) (IF "ONE" OR "T~ WO" CIGARETTE BRANDS MENTIONED, ASK:) ads for any other brands of cigarettes? ember an y rem o you 3b . D (16) Yes -------- 1-*What brands were they? No ---------- (IF TRUE MENTIONED IN Q.1,3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) Any others? (16) Luke ------ 3 Golden Lights 4 Golden (Unsp.) 5 Kent Golden 6 Kent Golden Lights -- 7 ~ Kent Lights ------- Kent (Uhep.) 8 QD 9W Lights _(Unep3 -- - 0*14 True - - x M Other (SPECIFY): y

#k2318W t.~ r :7 !•` ~ i , - ~. -/ / ~. , 5. Aside from wanting you to buy.them, what was the message he manufactu{er was (.7"~ trying to get across to yqu about TRUE? (PROBE:) What else? 23-0 • 24- - Q! 6. -2- - 25- 26- 27- - 28- (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SKIP TO Qs10.) (HAND RESPONDENT CARD 6.) Thinking about what you've just told me about the advertising message, what phrase 7. on this card best d'escribes how important this is to you? .(29) Extnemely important ----- 6 Very important ---------- 5 Somewhat important -------~ Somewhat unimportant ---- 3 Very unimportant ---------- 2 Not at all important ------ 1 (HAND RESPONDENT CARD 7.) Againy thinking about the advertising message, which phrase on this card best describes how believable this is to you? (30) Extremely believable ----•6 Very believable ---- _ ~ Somewhat believable -- Somewhat unbelievable ------ 3 Very unbelievable -------- 2 Extremely unbelievable --- 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 -------~ Very similar ------ ---- 2 Extremely similar ---- 1 9. (HAND RESPONDENT CARD 9.) .f Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettea? (32) Extremely interested -------•6 Very interested ------- 5 Somewhat interested ------ 4 ~ Somewhat disinterestedY---3 Very disinterested -- - --~~- E:tremely disinterested -- 1

-3- d`42318w (ASK ALL: ) 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE F0R 5 SECONDS AND RE11OVE. ) What do you think is the main idea the manufacturer wants to get across about TRUE? (PjkOBE:) What else? ~ .l, .4 ~--~ 6/ -,' L- A•-C~,- .01 (OPEN PO&'BIOLIO M TRUE- AD.) 11a. Is there anything in the TRUE ~ r ad that you particularly like? 38- (39) T'~ (CONTINUE) -- Yes - --- 1: (SKIP TO Q. 12a) -- No ~~-- 42- 3 y . ~ 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINUE) (SKIP TO Q.13a) - Yea -------- 1 - No -------~~~ 12b. What is there in the TRUE ad'that you particularly dislike? (PROBE:) What else? 7- 8- 4 9- -s

• ~ -4- #42318W' ~ 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or Multi-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is_ tYµt Kent 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 100mmT"' 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'Gold Lights?'r IF PALL MALL, ASK: "Is that Pall Mallior Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SAIEM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Ment~holr IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" Max ---------- -------------- Merit ------------------------- *Marlboro (Other) ----------- Marlboro Lights --------------- '(52) Alpine --------------------- 11 Belair ----------- -------- --- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4' *Benson & Hedges (Other) ------ 5 Camel Lights -------------- 6 *Came1 (Other) --------------- 7 Carlton ---------------------- 8 ChesterfYeld --------------- 9 Decade ----------------------- 0 Doral ----------------------- x Eve ----- ------------- ------ - (53) Fact ------------------------- 1 Gauloiaes -------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ------------ 4 *Kent (Other) ---------------- 5 Kool Super Lights ------------- 6 Kool Milds ------------------- 7 *Kool (Other) 8 L & M Flavor Lights ----------- 9 L& M Lights 100mm ------------ 0 *L & M (Other) ---------------- x Lark -------------------------- v (54) Long Johns -------------------- 1 Lucky Strike ------------------ 2 13b. Is that filter or non-filter? 13c. Is that regular, king-size, 100mm or the (54) More 7 Newport Lights ----- 8 *Newport (Other) --------------- 9 Now 0 Old Gold Lights --------------- x *Old Gold (Other) ------------- y Pall,Mal Extra - *PalL Mall (Other) ------------- Parliament Ultra Lights ------ --- * h t Ot er) Parliament Philip Morris ---- ild --- - - Raleigh Extra M *Raleigb (Other) - ----- Real ------------ ------ Salem Lighta ---- *Salem (Other) ---------- Saratoga -- ---- Silva Thins ---- - Tall -------- ------------------- 1 Tareyton Lights --------------- 2 Tareyton Low'Tar Menthol ------ 3 *Tareyton (Other) ---------- 4 T r u e - - - - - - - - - - - - - - - - - - - - - - - - 5 Vanguard --------------------- 6 Vantage --------------------- 7 Viceroy Extra Mild ----- --- 8 *Viceroy (Other) ------------ 9 Virgin3a Slims ---------- ---- 0 Winston Lights ------------- x *Wineton (Other) --------- -..-_ y Other (SPECIFY): (57) 1 Filter ----------- SL].J' Non-f ilter ----- 2 O extra-long 120mm? (59) King-size Regular -------- 120mm ----------- (55) - 1 Mild - l 2 3 4 5 6 7 8 9 0 a y (56) FA QD Co 4h CA N

#42318W 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) -------------- (=> 30 to 39 (1t1/2 packs) ---- ---- 4 40 or more (2 packs or more) - --- 5 CLASSIFICATION how, just a:ew questions for statistical purposes only. 15. What was the last grade of schooi you completed? . (61) Some grammar school, (lst-7th grades) --- "1 Craaroar school graduate (8Ch grade) ---- 2 Some high school (9th-11th grades) ---- 3 High school graduate (12th grade) ------ 4 Some col lege --------------- ----- ---- College graduate or beyond ------------ (HAND RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter your total family income before taxes last year? on this card includes (62) A. Under $7,500 -- --------------- -- 1. B. $7,500 to 510,0 00 ------------- - C. Over $10,000 to $15,000 -------- -- ZZ ]h D. Over $15,000 to $20,000 ------- -- 4 E. Over $20,000 to $25,000 -------- --- 5 F. Over $25,080 - --------------- ---- 6 R e f u s e d------ ------- --------- --- y 17. (INDICATE SEX.) (63) Male ---------------------------------'4-=~ Female - °--------------------------- 2 ATTACN QUESTIONNAIRE TO SCREENER.' s