Tobacco Documents Online

a #42318W 14. Hovmany 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) ----------- 3 . 30 to 39 (1-1/2 packs) -- ---- ® 40 or more (2 packs or more) -- 5 CLASSIFLCATIOw hov, just a:ew questions for statisticalpurposes only. 13- What Was chelast grade of'school you completed? • (61) Some grammar school (1et-7th grades) --- -1 Crammer school graduate (8~h grade) --- 2 Some high school (9th-llth grades) ---- 3 Nigh school graduate (12th grade) ----d,~ Some college _-_----- --------- -_-_ 5 College graduate or beyond ----------- 6 , (tWNDRESPONDENT CARD 16.) ~ . - - .. - 16. Again, just for classification purposes, which letter on this card includes your total family income before taxes last year? - (62) - - - . . A. Under $7,500 -- ------ ------- e. $7,500 to 510,0 00 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 6 Refused y 17. (1NU[CATE SEX.) (6) Male ----------- ------- ------------ -_ Female ATTACH QUESTI0NNAIRE TOSC6EENEg. 80-1 1

$4231Bw (ASK ALL:)' :. 10. Let's take afev seconds to look at the TRL'E ad again. (EBPOSE'FOR 5 SECONDS AND HII'OVE.) . What do you think ie the main ideathesaaufacturer vants to get across about (PROBE:) What else? T RU3? ` q _JZ 33-30 .~:r. ~~e-evJ 1G sa~ 35 5 D ~ ,J 37 ~'- 38- (OPEN PORTFOLIO TO- TRUE. AD.) . _ Ila. Is there aaythiugin the TRUEad that you particularlyy like? . . (3 9) . _(CONTINUE) - Yea _----- - 1 (SKIP TO Q.12a) -- No ------ Q/ iib. What is there inthe TRUEad that you particularly like? What else? (PROBE:) 4 0- 4 1- 4 2- 4 3- 4 4- 4 5- 12a. Is there anything in the TRUE ad that you particularly dislike? (4 6) (CONTjNOE) --.Yea _--- (SKIP TO Q.13a) -No ------y. ~1• a ~ .2b. ) What ie there in the TRUE ad that you particularly dialike?(PROBE: What e1seP

4 y/ /. r NATIONAL CONSENSUS SUBVEYS~ 801 Second Avenue New York, New York 10017' /42318W ~ 13=6 NANE: /LqzAz9y'f~lsA-l~sl~ PHONE #: (/9a- 7ya T ~ 1. Please take a few mi nutes to go through the advertiseoente in this book. Please . takeas muoh timewi glasses, you'll need (BAND RESPONDENTPO Now, I'd like to as th each ad as you aare to. If you ordinarily wear reading them. RTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) k you a few questions about the ads in the book. What brands or prod Any other brands? ucts do you remember seeing ads for in the book? (PROBE:) (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS ( 14) Amana $ange___--_ T- 1 Dole Pineapple 1 Luke-__--_--_- 3. BankAmericardlVlSA Bayar Aspirln----- --<V General Electric Washer -- 2 Golden Lights---- --J, Hilton Hotels -------- 3 Golden (Unsp.)--- 5 Eolena Lawn Nower - ---(,4y Kawasaki --Q Kent Goldan----- -6- ° Budweiser ----- ---- 3 Old Spice Pocket Cologne - 5 Kent Goldan Lights- 7-- 9 Caaadian Club--- Coca Cola --^--^ Concord Watches-- -- 6 Polaroid Camera------=- §.. Kent Lights------ (> Kent (Unep.)---- {/po ~ -© Singer Sawing. Machlnee -- 8 Taster's Choice ----- Lights (Unap.)--- - 9 0 Crest teothpeste { ~ ~ - 9 Weight Watchers ----- True----------- i .. Other (SPECIFY): y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONEOE TWO CIGARETTE BRANDS MBNTIONED, SKIP TO Q,3b.) (IF ALL TggEE CIGARETTE gRANDSMENTIONED, SKIP TO q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remembsr any ads for ci8arettea1 t brands do you remaoiber seeing ads for? . Any others? . .... ' ... . ;a_.~. Luke - 3 Golden Lights ------ 4 Golden (Unap.) ----- (41 Keat Golden ------- Kent Golden Lights - 7 Kent Lights ----- 8 Kant (Onsp.) -------- 9 Lighte(Uaep.)-- 0_ True r . Other (SPECIPf):y No. ---- 2------ (SKIP TO Q.1O) (IP "ONE" OR "TWO" CIGARETTE BRANDS lSNTIONED, ASKSJ 3b. Do you reaember eny ada for any other brands of cigarettes? .. Yea --_--.- No ---------- 2 What brands were they? Any others? (IF TRUE NENTIONED IN Q.2, 31. OR 3b, CONTINUE.) (IFTBUENOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) (16) Luke 3 Golden. Lights ---- 4 Golden (Unep.) --- 5 Kent Golden ------ 6 O Kent Golden Lights -- 7 N Kent Lights ------ 8 Cj Kenr (Unap.) ___--_ 9 ,p Lights (Unsp.}---- 0 ~ True _--------- -___ Other (SPECIFY): `CYr~

~ -4- 04231i8W'13a. What one brand of cigarettes do you smoke.moet frequently? (DO NOT HEAD BRAND NAMES.)- - THE STARRED'.BRANDS MUST'BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedgee Lights, or ~u1M ti-Filter" made by Benson & Hedges?"' IFGANEL, ASK: "Ie that Camel or Camel Lights?" IFKENT, ASK: "Is tkµt Kent or Fant Golden Lights?" IF KOOL, ASK: "Is that Kaol, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L& N Lights100mm?" IF'MARLBOBO, 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 0ld'Cold Ligh- t~~~s?~ IF PALL MALL, ASN: "Is that Pall MalL or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IFHALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" .- IF SALEM, ALK: "Is that Salem or Salem Lights?" - IFTAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Taneyton Lcv Tar . Ment(folY~r . IF VICEROY,: ASK:. "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" '(52) Alpine -------- -_------------ 1 Belair ___-_-------------- 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------- 4 *Benson & Hedges (Other) ---- 5 Camel Lights ---------- 6 *Camel (Other) 7 Carlton --___----------- --_ 8 C h e s t e r f i e 1 d - - - - - - - - - - - - - - - - 9 Decade --------- ------ _T_ O Doral ---- -_------ ------ - x (53) 1 2 3 4 5 6 7 *Kool (Other) __- __------ 8 L& M Flavor Lighta --------- 9 L & M'Lights 100mm ----------- 0 *L & M(Other) ------------- x Lark y (54) Long Johns -__-_______1 Lucky Strike ---------- ---- -_ 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------- Max ------------ __-------- - 5 Merit ___-____-------------- 6 Fact ----- -_----- --------- - Gauloisee Iceberg 100's --------------- Kent Golden Lighte~---------- *Kenc (Other) --------- -_- %ool Super Lighta ------- - - (54) Newport Lighte - ---- 8 *Nevport (Other) ---^--- 9 Now 0 Old Gold Lights --- - x *Old Gold (Other) --------- y (55) Pall Mall'~ Extra Mild - -- 1 *Pa1l Mall (Other) - -- --- 2 Parliament Ultra Lights ------ 3 *Parliament tOther) ------------ 4 Phllip Morria -- --- 5 Raleigh Extra Mild ---- 6 *Raleigh (Other) -------^------ 7 Real --_-_______ g . Salem Ligbtq ----------- 9 *Salem.(Other) -------- 0 Saratoga ------------------ x Silva Thins ---- ------- y (56) Tall I Tareyton Lights ----------- 2 Tareytom Lov Tar Menthol ----- 3 *Tareytoa (Other) 4 True 5 Vanguard'. 6. Vantage 7 Viceroy Extra Mild ------- 8 *Viceroy (Other) ---------- 9 Virginia Sl ime --- - ---------- - 0 Winston Lights ---------- x *Wineton (Other) ------------- y Other (SPECIFY): (57) _ 1 Filter -------d> Non-filter --- 2 ~ 13b. Is that filter or non-filter? 13c. Is that regular, king-size, 100mm or the extra-long 120mmY (59) QD Regular ------ -__ 1 ~ . Eing-eize 2 100mm , i0

842318W 4. What do you remembsr about the do youremember7 DE advertisement? (PPASE:) What alse 111-~~ 7n .. r/_ i_ F) ss~'~ r u ~J d~ 5. -r~- ~ 2D cz p ~ A e from want clou o ~[hem, what was the message the manufacturer was trying to get across to you about TRUE? (PEOEE:) What else? (HAND EESPONDENTCAED 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 you? 8. 23-0 .(29) Extnemely important ----- 6 Very important ------------ S Somewhat important ------ 4 Somewhat unimportant ---- 3 Very unimportant ------ 2 got at all important - <E)-- (HAND RESPONDENT CAED 7.) Again, thinking about the advertising message, which phrase on this cardbeet describes how believable this is to you? (30) Ertremely believable --- 6 Very unbelievable ------- 2 Extremely unbelievable --- 1 Somewhat unbelievable -----= Somevhat believable ---- Very believable -------- (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 -------- 9. (HANDEESPONDENT CARD 9.) Based on the message, which trying TRUE cigarettes? Very similar ----- Eztremely similar -------- s phrase on this card beat describes your intereat in (32) Extremely interested --- 6 Very interested - S Somewhat interested -- _~ - Somewhat disinterested Very disinterested ------- 2 Extremely disinterested --- 1