Tobacco Documents Online

_s_ #42318W 14. Eovmanycigarettes do you smoke in an average aay2 (60) 9 or less (less than 1/2 pack) ------ 10 to 19 (1/2 pack to 3/4 pack) --- 1 2 20 to 29 (1 pack) - - 30 to 39 (1-1/2 packs) -- - 40 or more (2 packs or more) -- 5 CLASSIPICATIO'J Now, judc a few quescions for stacisclcal purposes only. 13• What wasche last grade of school you compleoed7 •' So:ne grammar school (let-7thgrades) --- Cranmar school graduate (8th grade) --- Some highschool (9th-llch grades) ----- ' Nigh school graduate (12th grade) ----- Some college -____ College graduate or beyond ---------^ (WCNO RESPONOENTCARU 16.) 16. Again, just for classification purposes, uhichletter on this card includes your total family lncome before taxes last year? (62) A. Under $7,500 --------------- 1 B. $7,500 to S10,000 ------------ 2 C. Over $10,000 to $15,000 ----------- 3 0. Over $15,000 to $20,000 -------- E. Over $20,000 to $25,000 F. over $25,000 ----------^-_^-- 17. (LNUiCATESER.) Refused Y (63 Nale ------ _------ -_ Femaie _-_-__--~~-_--~ ATTACH QUESTIONNAIk$ TO SCREENER L Bo-1 ~

.j E42318W 10. (ASK.ALL:) Let's take a few seconds to look at the TRUE ad again. (EXPOSE P0R 5 SECONDS almREMOVE.) . What do you think ie the main idea the manufaetuter vante to get across ab0ut -TRUE? (PROBE:) What else? ...3} 35-3 7 (OPEN ORTFOLIO T0TRUE AD.) _ - Iia. Ia there anything in the TRUE ad that you particularly like? __ _ . . .. (39) _ . (OORTIgUE) -- Yea - ~ (SKIP T0 Q.12a) -- go ~~ i1b. What 1e there in the TRUE ad that you, particularly like? (PROBE:) - What else?- 40- 41- 42- 43- 44- 45- 12a. Is there anythingln the TRUE ad that you particularly dislike? (46) (CONTINUE) - Yee ---- 1~ (SKIP TO Q.13a) - No - ®I- :2b. What ia there inthe TRUE ad, that you particularly dislike? (PBOEE:) What elee? 4p- 4B- 46- 50- O FA 2 W Lq 2

l NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 10017 Er NANE: Creat toothpasee-.--- 9 1. Please take a feww minutesto''go~through the advertisements in this bock. Please take ae much time with each ad aa you aan to. If you ordinarily waar reading . glasses, 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 ade in the book. What brands or products do you remember eeeingada for in the book? (PROBE;) . Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS 3a. 3b. Concord Wetcfies----- Canadian Clvb----- Coca Cola ------- Budweiser ---------- - Bolena Lawn Nower -- BankAmericard/VISA -- Bayar Aspirin__--- Amans ISanga--_----- 1 i42318W 13- 6 YF10NE N: CIGARETTE ADS (14) Dole pineapple -------- General Electric Washer -- gilton Hotels --------- Kawasaki ----------- Old Spice Pocket Cologne - Polaroid Camera------ Singer Sewing Machines --- Taster'e Choice ------ 2 3 4 S 6 7 8 Golden Lights--- Golden (Uasp.)-- 5 Kent Colden------ G -. Kent Coldea Lighte- T Kent Ligtt[s------. 8 Kent (UaepJ------ 9 Lights (OoeP.)--- 0 Weight Watchers ------- 9 True--___ ~ OtheT (SPECIFY): (IF NO CIGARETTE BRANDS N@7T10NED ABOVE, ASK Q.3a.) (IF ONLY ONE ORTWO CIGARETTEBRANDSNENTIONED, SKIP TO Q.3b.) (IF ALL TBKEE CIGARETTE BRANDS MENTIONEO., SKIP TO Q.4.) (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:)Do youreaembet say ada for cigarettes? f25) ` ^fes~ °ne~- 1-i'-W6t brande do you remember seeing ads for? - Any others? ._. ' _.. . ;±_'~.. Luke ---------- 3 Golden~Lights --- 4 Golden (UOep.) ~-- 5 Kant Golden ---~-- 6 Kant Golden Lights -- 7 Kent Lights --- Kent (Unap.) ---- g 9 Lights (Oaep.f---- 0 True - x Other (SPECIFY): y No ------ .," 2-y (SKIP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED6 ASK:) - . Do you remaaber eny ads for any other brande of cigarettes7 s ( Yee ----- What brands were they? Any others? (16) Luke 3 Li h G ld 4 No -------- 2 el l` - g o en ts Golden (Unap.) 5 Kent Golden ------ 6 Kent Golden Lights -- 7 ~ Kant Lights ----- g M (IF TRUE MENTIONED IN Q.$.3a, OR 3b, CONTINUE.) Kent (Unsp.) 9 ~ Lights (Unep.)--- 0 (IF TRUE NOT MENTIONED IN'.Q.2, 3a, OR 3b, SKIP TO Q.10.) i -1 Otber (SPECIFY): r_

d42318W. 4. 41hat do you remember about the TRUE advertisemeat?(PROBE:) What else da you remap6er? ~ 0%. 5. Aside from wanting you to buy them, what was the message the manufacturer was trying to get across to you about TRUE? (PROBE:)What else? gn L~ _. 7 / i 0ep -.0 . . 1-0~ Y • _ 23 24 - - 25 = -_ 27-1 ~~ (IF RESPOADFSTT SAYS."DON'T RNOW^ TO Q.5, SKIP TO Q.10.) - (HAND RESPONDENT CARD 6.)6. Thinking about what you've Sust-told me about the advertising message, what . phrase on this card best describee how important this is to you?. (29) Extaemely important --- - 6 Very important ------- -- 5 Somewhat important -- 4 Somewhat unimportant ----- 3 Very unimportant -- - 2 Not at all important ----- 1 7. (HAND BgSPONDENT'CARD 7.) - Again, thinking about the advertisingmeeaage, which phrase an this card best describes how believable this is to you? (30) - Eztremely believable -----6 - Very believable ------- 5 . Somewhat believable ------ 4 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 meesage is from.other cigarette advertising? --- (31) Extremely different ----- 4 Very different ------- 5 Somewhat different ------- 4 Somewhat eimilar --------- 3 Very similar ---------- 2 Extremely similar ------- 1 9. (HAND RESPONDENT CARD 9.) . Based on the message, which phrase on this card best describes your interest in - trying TRUE cigarettes? (32) Extremely interested ---.6 . Very interested -------5 Someuhat interested ----- 4 Somewhat disinterested --- 3 Very disinterested ----- 2 Extremely disinterested -- 1 ~ N 'b ~ ~ CJI 9

.1 -4- 642318W° 13a. What one brand of cigarettes do you amckemos[ frequently? (DO NOT BEADBRAND NAMES.) . TID; STARRED BRANDS MUST BE PROBED: - IF BENSON & HEDGES, ASK:. "Ie that Benson & Hedges, Benson & Hedges Lights, or luM"made by Benson & Hedges?" IF CAMEL, ASK: "Ie that Camel or Camel Lighta7" IF KENT, ASK: "Is t3µt Kent or Kent Golden Lights?" IF KOOL, ASK: "2a that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK:"Is that L S M, L 6 M Flavor Lighta, or the longer L 6 MLighis 100amY` IFMARLBORO, ASK: "Is that Marlboroor Marlboro Lights?" IF NEWPO&T, ASK: "Is that Newport or Newport Lights?" IF OLDGOLD, ASK: "Ie that Old Gold;Filter or Dld Go1d LightsT'r IF PALL MALL, ASK: "Is that Pall Mail or Pall Mall P.xtraMild?" IF PARLIAFII:N7,. ASK: "Is that Parliament or Parlianent Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Ie that Salem or Salem Lights?" IF TA,tEYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Ment6o17~ IF ViCEROY, ASK:, "Is that Viceroy or Viceroy Extra M11d?^ IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) ALplne ----------------------- Belair --------- -------- -__ Multi-Filter By Benson 6Hedgee ---- Benson & Hedges Lights *Benson & Hedges (Other) ---- Camel Lighta ---------- *Camel (Other) --------------- Carlton ------------- -_-_ Chesterfield ------ - -- - ---- - Decade ------------------ -_ Doral ---- ------___-________ Eve ------- -_------------- - Y (53) Fact 1 Gauloises ---------^-------- 2 Iceberg 100's --------------- 3 Kent Golden Lights ------- -- 4 *Kent (Other) 5 Kool Super Lights --------- 6 Kool Miids-------------- 7 *gool (Other) ---- -__--___- 8 L& M Flavor Lighte ---------- 9 L.S M Lights 100® --------- 0 *L & M (Other) _____________~ x Lark ___--__------------- -- v (54) Long Johns 1 Lucky. Strike ----- ----------- z Marlboro Lights -------------- 3 *Marlboro (Other) ------------ 4 Max ---- ------- _---------- - 5 Merit ----------------------- 6 (54) More _7 Newport Lights ---- ----- 8 *Nevport (Other) -------- 9 Nov 0 Old Gold Lights ------------ x *01d Gold (Other) ------- y (55) Pall MallErtra Mild 1 *Pa11.Ma11; (Other) - --- 2 Parliaueat Ultra Lights ----- 3 *Parlianent tOther) ----------- 4 Fhi13p Morrie--- --- 5 Raleigh Extra Mild --- 6 *Haleigb (Other) -----~--^----- 7 Real ---- --------- -- g Salem Lighta -------'_v 9 ,.., *Salem (Other) -----_---- ~O Saratoga ---- x Silva Thins --------------- - y (56) Tall --------- ---- __----- -__ 1 Tareytoa Lights 2. Tareyton Im+ Tar Menthol ----- 3 *Tareyton (Other) ---------- 4 Tsue ____-__ 5 Vantage 7 Viceroy Extra Mild ----------- 8 *Viceroy (Other) ----------- 9 Virginia Slims 0. Winston Lights ----------- x *Wineton (Other) ---------- --- y Other (SPEGIFY): (57) 1 - . . 13b. Is that filter or non-filter? Filter -----_ -y 1/ Non-filter - ~rl M 2 100® or the extra-long 120mm7 13c. Ia that re king-size ular (~ W , , g gegulaz---------- N King-size ----- 2 0 100® 3 m 120mm --------- 4