Tobacco Documents Online

#42318W (pSR [yL:), 10. Let's take a few seconds to look at the TRUE ad again. (EXPOSE F0E 5 SECONDS AND REHOVE.) What do you think is the main.ideathe uauutacCurer vante to get across about TRUE? (PROBE:) What elae4 ? 33- -/ 3`- 38- (OPEN~.PORTFOLIO T0TRU6 AD.) lla. Is there anything in Che TRUEad that you particularly like? (CONTINUE) - Yee ------ (3, (SKIP To Q.12a) -- No ----- 2 - 31b. What is there in the TRUE ad that you particularly like? (PROBE:) What ele,~e?/ / ~/? h A~ ~r 3'~ ct ~.~ < O, cG¢yo~ L-~LI f 41-x ~- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (c0e_1TINSJE) - Yee ------ 1. (SEIP TO Q.13a) - No -----elf 12b. What ia there in the TRUE ad that you particularly dislike? (PROBE:) What else?. f- m-

#42318W 14. How many cigarettes do you smoke in, an average day? - (60) • 9 or less (Qese than 1/2pack) ---- 1 10 to 19 (1/2 pack.to 3/4 pack) ---- 2 20 to 29 (1 pack) ---------- 3 30 to 39 (1-1/2 packs) -- -- 4 40 or more (2 packs or moxe) - - (17 -CLASS:BICATIOx Fov, jw>c a iev que>cions for soatiacical purposes only.. u- WhuC waa chelaet grade of schoolyou completed? • (61) Some graumer school (1at-itb grades) --- Crammar school graduate (8th grade) --- 1 2 Some high.school (9ch-11th grades) ----- ~„i High school graduate (12th grade) ----- C-/- Some college ---- -------- ----- -___ 5 College graduate or beyond ------------- -6 16. (iL1NDRESPONDENT CARO16.) Again, just for classification purposes, which letter oa Cbia card lncludea your total family income before taxeslest year? ( 62) A. Under $7,500 -- ------ --------- 7 B. $7,500 to S10,0 00 ----- -------- 2 ~ C. Over $10,000 to $15,000 ----------- > 1 ` . D. Over $15,000 to $20,000 -------- - ~ . E. Over $20,000 to $25,000 ------ 5 . P. . Over $25,000 - ----- -- -------- 6 .. .. . Refused Y ii nunrrnvv. ccr ~ (63) Nate ------------------------ ------- -.. &) ATTACH QUESTIONNAIRE TOSCREENE&:. 80-1 I

@42318W 4. What do you remembsr about the TRDE' advertisement? (PEOBE:) What elae doyou r er ?- _ 20-.L 9-1-- -a9-6 TY 5, Aside from wanting you to buy them, what sae the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:) What else? 23-9 - (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 aboutt the advertising message, what 26 27 phrase on this card best describes how important this is to you? (29) Fxteemely important ----- 6Very important ---------- 5 Somewhat important Somevhat unimportant Very unimportant ---- 2 Not at all Important ----- 1 7. (HAND RESPONDENT CARD 7.)Again,thinking about the advertising meseage, which phrase on this cardbeat describes how believable this is to you?. (39) Extremely believable --- Very believable ------- 5 Somewhat believable ---- 4 Somewhat unbelievable ----- 3 Very unbelievable ------- 2 . Extremely unbelievable --- 1 8. (gANDRESPONDENT CARD 8.) Andi 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 ------ Somewhat similar ------- Very similar ---------- 2 Extremely similar -------- 1 9. (HAND RESPONDENT CARD 9.) a Based on the message, which phrase on this card best describes your interest im tryingTROE cigarettes? (32) Extremely interested --^--•6 ' Very intereeted -------~' Somevhat interested ------- 4 Somewhat disinterested ---- 3 Very disinterested ------- 2 Extremely disinterested -- 1 M 2 ~ UI M+ W

r ~rJ NATiIONAL CONSENSUS SURVEYS' P4231gW p 80L Second Avenue ' New York, New York 10017 13- 6 NANE:./{fQ~ PHONE A': -r 39 -/ 7 y ? 1. Please teke a few minutes to go through the adverticemente in this book. Please take as much time with each ad as youaare to. If you ordinarily wear reading glasses, you'11need 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. What brands or products do.you remember seeingade for in the book? (PROBE:) My other brands7. (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS BankAmsricardlVISA --- 2 Bayer Aspirin------ 3 Bolene Lawn Mower --- 4 Budwaiser 5 Canadian Club------ Coca Cola ----------- Concord Watches----- Crest aoothpasee- 9 Dole Pineapple -------- 1 General Electric Washer -- 2 Hilton Hotele ---------- 3 Kawasaki ---- -_-____-___ Old Spice Pocket Cologne - 5 Polaroid Camera---------6 Singer Sewing Machines --- 7 Taeter'e Choice ------ g Weight Watchere --------- 9 CIGARETTE ADS (14) Luka---- ----- --_ 3 Golden Lights---- Golden (Oaep.)---- . 5 Kent Golden------ 6_- Kent Golden Lights- 7-- Kant Lights-----. e . - Kent (Un.p.)____- 9 Lights (llhep.)-_- 0..~_ - True-_-__ - _ OtheF (SPECIFY): (IF NO CIGARETTEBEANDS MENTIONED ABOVE, ASK Q~3a.) (IF ONLY ONE OR TNOCIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALi.TNEEE CIGARETTE BRANDS MENTIONED, SKIP TO q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK;) Do you remember my ads for cigarettes? .... (.15) i, ads for? remember seein c d d - '- i~%-~ °~~ T g o y u iat bran i s 1- W Ya -- Any others? . :i S" 3 Golden Lights Golden (Unep.) Kent Golden ------- Kent Golden Lights -- Kent Lights ---^- Kent (Unep.) Lights (UwaYJ------ 4 5 6 7 g 9 0 Other (SPECIFY): Y No ----- 2--1 (SKIP TO Q.10) 3b. i " :f...,.7 (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED. ASK:) Do you remember aay ade for any other brands of cigarettea4. . Yee ----- What brands were they? Any others? ~~ . (y~r~-1 su Luke --------- -_-- (16) 3 No --------- 2 4+er-11- Golden Lights ---- Golden (Unsp.) ----- 4 5 Kent Golden ----- 6 Kent GoldenLighte -- 7 0 CONTINUE ) OR 3b $ 3a IF TRUE MENTIONED IN Kent Kent Lights ------ -- (UneP•) ------ 8 OD 9 A . , , ( Q~ ~ 0 ---- Lighce (Unap. ~i (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) True _ _-___-__-_ r Other(SPECIFY): y

-4- /42318W13a. What one brand of cigarettes do you smoke most frequently? (DO NOT gEADBRAND NAMEST THE.STARRED BRANDS MOST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lighta, or Mult~e" made byBeneon & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK; "In that Kent or Kent Golden Lights?" IF KOOL, ASKh "Is that Kool, Kool Milds, or Knol Super Lights?" IF L 6. M, ASK: "Is that L& M, L & M Flavor Lights, or the longer L& M Lights 100mm?" - IFMARLBORO, pSK: "Is that Marlboro or Marlboro Lights?" lF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Ie that Old Go1dFilter or Old ColdLigh[eY~ IF PALL MALL, ASK: "Is that Pall Mall or Pall'Mall Extra Mild?" IF PARLIAlO:NT, ASK:"Ie that Parliament or Parliament Ultra Lighta]" IF RALEIGH, ASK:. "Ie that Raleigh or Raleigh.Extra Mild?" - IF SALEM, ASK: "Ie that Salem or Salem Lights?" IF TAREYTON ASK: "Is that Tareyton, Tareyton Lights, orTareyton Lor Tar Menchor IF VICEROY, ASK; "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Wington or Winston Lighte7" (52) Alpine ------- ------ ------- I Belair _______2 Multi-Filter By Benson & Hedgee3 Benson 6 Hedges Lights ---- 4 *Benson & Hedges (Other) ------ 5 Camel Lights ------------ 6 sCamel.(Other) -------------- 7 Carlton ---- _---------------- 8 Chesterfield ------------- 9 Decade -------------------- 0 Doral. ----- ------- x Eve ---- -___----- -------- - (53) Fact ----- -------- 1 Gauloises ------------------- 2 Iceberg 100's --------------- 3 Kent Golden Lighte ----------- 4 *Kent (Other) 5 Knol Super Lights -------- 6 Kool M31ds -------------- 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 Marlboro Lights ------------ 3 *Marlboro (Other) -^--------- 4 myx ------------------------ 5 Merit ------------------------ 6 13b. Is that filter or non-filter? (54) More 7 Newport Lights 8 *Newport (Other)~ ---- - 9 Now --__--~..__-~------ 0 Old Gold Lights ------- x *01d Gold (Other) -------°- Y (55) Pall Mall Extra Mild 1 *Pa11 Mall (other) --- - 2 Parliaeent Ultra Lights ----- 3*Parliameat fOther) --------- 4 Philip Morris ---------- 5 Raleigh Extra Mild --- 6 *Raleigh (Other) 7 Real 8 Salem Lights ---- --- 9 *Salem (Other) ------------ 0 Saratoga ------- - x - Silva Thins -----^--"'- Y (56) Tareyton Lights ------- 2 Tareyton Low Tar Manthol ---- 3 *Tareytun (Other) -------- 4 True -__^__ Vanguard~ Vantage 7 Viceroy Extra Mild ----^- 8' *Viceroy (Other) - - - - - - - - - 4 Virginia Slims ------------ - 0 Wineton Lights --------- x *WineCOn (Other) ----------- y Other (SPECIFY): (57) 1 (58 Filter ----------.1 " Non-filter ------- p 13c. isthat regular, king-size, 100mm or the extra-long 120mm4 (5~ ~ Regular---------/~ y,5 King-size N . lo0ma 3 ~ 120mm -------'- 4 N