Tobacco Documents Online

-3- (ASK. ALL:). #42318W 10. Let's take a few seconds to look at the TRUE ad again.. (E%POSE FOR 5 SECONDS AlID REMOVE.) What do you think is the main idea the menufacturer wants to get across about TRUE? (PROBE:) What else? 33- 6 ~ ~- 38- (OPEN PORTFOLIO TO TRU6- AD.) - lla, Is there anything in Gfie TRUE ad that you particularly like? - -- = (39) . (CONTINUE) -- Yea 1 (SKIP TO Q.12a) -- No ----`~] ilh. What is there in the TRUEadthat you particularly like? (PROEE:) What elee?.. 4 0- 4 1- 4 2= 4 3- 4 4- 4 5- 12a. La there anything iu the TRUE ad that you particularlydialike7 (4 6) (CONT7HU8) - Yea -- N - ( I I -) o (SKIP TO Q.13a) - . 12h. What is thereiu the TRUE adthat you particularly dislike? (PRORE:) What else? 4 _ SD-

442318W 14. Hov.many cigarettes do yousmoke in an average day? (60) 9 or leas (].esa than1/2 pack) --- 1 3/4 k t k) - 2 9 2 pac pac o (1/ 10 to 1 20 to 29 (1 pack) --------- 3 30 to 39 (1-1/2 packs) 40, or more (2 packs or more) - CLASSIFICATIOa hov, ;usc a:ev questions for statistical purposes only. - 15• Vhat waa the last grade of school you eompleted7 • ' . (61) Some grammar school (1ec-7ch gradea) --- 1 Crammac school grad uate (8th grade) --- 2 . Some high school (9 th-11oh grades) 3 ' . High school graduat e (12th.grade) ------ 4 Somecollege ---- College graduate or -----------------' beyond ----- -^---- 5 (&SND RESPONDENT CARD 16.) - 16. Again, just for c your total family lassif incom ication purposes, wh3chletter e before taxes.last year? on this cardinclude s (62) - - A. Under $7,500 ---------------~-18. $7,500 to 510,000 ------------- 2 C. Over $10,000 to $15,000 ----- ----- 3 . D. Over $15,000 to $20,000 ------- 4 . E. Over $20,000 to $25,000 5 . F. Over $25.000 ----------^-----~ - Refused ----- -------------- y 17. (1NDTCATESEX.) (63) Male ------ --------- -__-___------- -_5=;;' AT'[ACII QUESTIONNAIRE TO SCgEENER. 80-1 1

A4231Bw 4. What do you remembar about the -TRVEadvertisement7(PBDBE:) What else -do yoq.remymber7 . . . . 5. Aside from wanting you to.buy them, what was the message the manufacturer was trying to get across to yqu about TRUE? (PROBE:)what else? 25 27- J (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SRIH TO Q.10.) 48- (AAND RESPONDI:NT'CARD 6.) 6. Thinking about what you've just told me about the advertising message, what phrase on this card best describes how important this is to you7 (29) . - Ertsemely important ----- 6 .. Very important ----------- 5 Somewhat important ----- 4 ' Somewhat unimportant -- 3 Very unimportant ------ 2 ., Not at all important ---- 1 _ 7'. (HAND RESPONDENT'CARD 7.) Again, thinking about the advertising message, which phrase on this card best describes how believable this is co.you? (30) Extremely believable ----6 - Very believable ----- 5Somewhat believable ---- 4 . Somewhat unbelievable ----- 3 .. Very unbelievable - - - - - - 2 . - Extremely unbelievable - - - 1 8. (HAND RESPONDENT CARD g.) . . . And, which phrase on this card best describeehow.different youthink this message is from other cigarette advertising? (31) Extremely different ------- 6 . Very different ---------- 5 Somewhat different -------- 4. Somewhat similaz ---- ----- 3 • . Very similar ---- -- 2 Extremely siailar ----- 1 9. (HAND RESPONDENT CARD 9.)s Based on the message, whichphraee on this card best describes your interest in - cryin6 TRUE cigarettee?(32) Extremely interested --^--6 Very interested ------ 5 Somewhat interested ------- 4 Somewhat disinterested --- 3 Very disinterested -------2 Q Extremely disinterested -- 1 ~ W A N N O

-4- i42318W-13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND . gAMESTT . , THE STARRED'BRAdDS MUST BE PROBED; IF BENSON & HEDGES, ASK: "Is that eenson & Hedges, Bensom & Hedgea Lights, or 5ulti-Filter" made by Benaon b Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is t4at Yent or Keat Golden Lighte?" IHKOOL, ASK: "Is that Kool, KooL Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L 6 H, L& M Flavor Lights, or the longer L & M Lights 100mm'N' - IF'MARLBORO, ASK: "Ia that Marlboro or Marlboro Lights?" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD COLD, ASK; "Is that Old Gold Pilter or Old Go1d Ligh IF PALLMALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IP PARLIMfENT, ASK: "Is that Parliament or Parliament Ultra Lighta?" - IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALPM, ASK: "Ia that Salem or Salem Lights?" . - IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lighte, orTareytonLov Tar Menthol7 IF VICEROY, ASK: "Is that Viceroy or VicesoyExtra Mild?" IF WINSTON, ASK: "Is that Winston or Winston LighteT^. (52) Alpine -_--_-_--_--------- 1 B e 1 a i r - - - -' - -' ' ' ' - - - - - - - - - - 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4 *Beneon & Hedges (Other) ----- 5 Camel Lighte--------------- 6 +Camel (Other) -------------- 7 Carlton ---------------- -_-_ 8 Chesterfield ---------- ---- 9 Decade -------------------- 0 Doral ---- --_x Eve'-------------------------- (53) Fact -------- --------- -___-_ 1 Geuloisee -------------------- 2 Iceberg 100'a ---------------- 3 Kent Golden Lights --------- 4 - *Kent (Other) A,- -) Kool Super Lights ---------- 6 Kool Miids 7 *Eool (Other). ------------- 8 L b 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 X - -------- ---------------- - 5 Merit ------------------------ 6 (54) Newport Lights ---------- 8 *Neeport (Other) -'--- - 9 Nov ------ --------- _- 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) ------- Philip Morris --- --- 5 Raleigh Extra Mild'~ ------ 6 *Raleigh (Other) ---^--- 7 Real Balem, Light4 -- ----- 9 *Salem (Other) --------- 0 Saratoga x Silva. Thins ------------ y (56) T411 ---_-__------------ I Tareyton Lights --------- ------ 2 Tareyton Low Tar Menthol ---- *Tareyton (other) --------- 3 4 True ___-.---- ------ 5 Vanguard 6 Vantage ----- -_- ------- -_ 7. Viceroy Extra Mild ------- 8 •Viceroy (Other) ------------ A Virgiuia Slime ------------- - 0 Winston Lights --------- ---- x *Winston (Other) ------------- y Other (SPECIFY): (57) 1 13b. Ie that filter or non-filter? (58 13c. Filter -------- Non-fiLter ------- 2 N Ie that regular, king-size, 100mm or theextra-long 120mm? (59) ~ .. Regular --------- I. .;h King-size ------ 2 C 100® - ~N 120mm ---_-__ -- _

r ~ NAThONAL CONSENSUS SURVEYS 801 Second Avenue New.York, New York 10017 442318W. 13- 6 ~ • + [., !PNONE'8.: ricZ~- J /J .77 1. please take a few minuted~Co go through the advertisements in this book. Please take as much time with each ad as you aara to. If you ordinarily wear reading glasses, you'll need then. - (BAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 2. Nov, 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 CATECOgIES.) GENERAL ADS CIGARETTE ADS (14) Aawaa 1 Dole Pineapple __------- 1 3 BankAmaricard/VISA - - - 2 General Electric Washer -CL~ Golden Lighce--- Bayer Aepirin------ 3 Hilton Hotels -------- 3 Golden (Uaep.)--- 5 Bolens LawnNouer ---Q Kavasaki ---- ----------- 4 Kent Goldsn----- 6-_-_ _ Budweiser ----------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7- Canadian Club----- ~6~Polaroid Camera--------6 Kent Lights---- 8 - Coca Cole -----------~Y Singer Sewing Machines --- 7 Kent (Unap.)--- 9 _ Concord Watchee-----~ Taster's Choice ------- 8 Lighta (Unsp.)--- 0 - Crest loothpasca--.-- 9 Weight Watchern ------- -- 9 True---------~ '_ OtheZ (SPECIFY): 7 (IF NO CIGARETTEBKANDS MENTIONED ABOVE, ASK Q~3a.)- (IF ONLY ONE Og TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) . (IF ALL TNg88 CIGAeETTEBBANDS MENTIONED. SKIP TO Q.4.) 3a. (IF NO CIGABETTE BRANDS MENTIONED ABOVE, ASK;) Do you remember any ads for cigarettes7 3b. 1--jifiF:et brands do you remember seeing ads forY Any others? . - .. . ... . ;!:'~1~ Luke 3 . Golden Lights ----- 4 Golden (Unsp.) ----- 5 Kant Goldea. ------- 6 Kent Golden Lights -- 7 Kent Lights ---- 8 . Kent (Unap.) ----- 9 . Lights (Vesp.~------ 0 z Other (SPECIFY): y N 10) 2- ---- (SKIP TO o ----- Q. V :%sn! (IF "ONE" OE'"TWOu CIGARETTE BRANDS MENTIONED. ASK:) Do you remember any ads for any other brands of cigarettes? s (16 . Yes -------- ~J-;,What brands were they7~. Any others? (16) Luke 3 No 2 /~ Golden Lights 4 Gelden (Unsp.) --- 5 Kent Golden ------ 6 p Kent Golden Lights -- Kent Lights ------ 7 I-A 8 W. (IPTRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Kent (Unep.) ---- 9~p Lights (Unap.)---- 0 CR' (IFTRUE'NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP 1 TO Q.10 True a to . Other (SPECIFY): 7