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Y NATIONAL CONSENSUS SURVEYS 801 Second Avenue New York, New York 1001!7' #42318W 13- 6 -_" r: ~,.r .G,PticGo / ,J PHONE #: NA' 7 --7s 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you sare to. If you ordiaarily wear reading 2. glasees, you'll nee&them. (NAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 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 gange--------- -.- 1 Dole Pineapple ---------- 1 Luke------------- 3 BankAmericard/VISA --- 2 General Electric Washer -- 2 Golden Lighte----- Bayer Aspirin------ 3 Hilton Hotels --------- 3 Golden (Uasp.)---- 5 Bolens Lawn Mower -~i~ Kawasaki 4 Kent Golden---- 6 Budweiser --------- - "~- Canadian Club------- 6 O1d Spice Pocket Cologne - 5 Polaroid Camera---- - 6 Kent Golden Lights- 7' Kent Lights--- g_ Coca Cola ----------- 7 Singer Sewing Machines --- 7 Kent (Uasp.)-----= 9 Concord Wstchea- Taster's Choice ------ ~ Lighta (Unap.)---- 0 Crest toothpaste-.----- 9 Weight Watchers -------' 9 True------ ----~79 Other (SPECIFY): Y (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) ~ (IF ONLY ONE OR'TWO CIGARETTE BRANDS'HENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remsmber any ads for cigarettes? C15 1 ---m-*W6t brands do Any others? you remember seeing ads for? Luke - 3 Golden Lighta ------ 4 Golden (Uaep.) ---- 5 Kent Golden ------ 6 Kent Golden Lighta -- 7 Kent Lights ------- 8 Kent (Uaap.) -------- 9 Lights SUesp.}---- 0 True x Other (SPECIFY): y No ------- 2----- j (SKIP TO Q.10) y : ; f* T ~ . (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? I (16) Yee ------- 1---aloWhat brands were they? Any others? (16) Luke -- -- 3 No --------- 5 Golden Lights ---- Golden (Unsp.) ---- 4 5 Kent Golden ------ 6 p Kent Golden Lights -- Kent Lights - - - - - - 7 IwA 8 ~ (IF TRUE MENTIONED IN Q.$ 3a, OR 3b, CONTINUE.) Kent (Utisp.) ------- 7 4 C Lights (Unep.)---- 0 T1 (IF TRUE NOT MENTIONED IN Q.2, 3e, OR 3b, SKIP 1- TO Q 10 True ----------- .! z . _ Other (SPECIFY):

I #42318W' 4. What do you remember about the TRUE advertisement? (PROBE:) What else do you remember? >'l -~ 20-'6 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? 23 24 i 5 27- (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 about the advertising message, what phrase on this card best describes how important this is to you? (29) EYtnemely 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 beat describes how believable this is to you? (30) Extremely believable ---- 6 Very believable --- - 5 Somewhat believable ----- 4 Somewhat unbelievable ---- 3 Very unbelievable -------- 2 Extremely unbelievable ----- 1 8. (I1AND 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 -------- 3 Very similar -------------- 2 Extremely similar ------ 1 9. (HAND RESPONDENT CARD 9.) s Based on the message, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested -------•6 Very interested --------- 5 Somewhat interested -------- 4 Somewhat disinterested ---- 3 Very disinterested ----- - 2 O Extremely disinterested - - 1 ~ W ~ C11 V da

-3- #42318W 10. (ASK ALL:) Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECONDS AND REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33-LZ - ? tt. s l~+J ~.c 3 - /ac.rgy.c,. %f'f. J_) 3 38- (OPEN PORTFOLIO TO TRUE_ AD.) ila. I!a there anything in the TRUE ad that you particularly like? (39) (CONTINUE) - Yes --------- 1 (SKIP TO Q.12a) -- No ----- fZ7 ilb. What is there in the TRUE ad that you particularly like? (PROBE:) What else? 40- 41- 42- 43- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) (COlTTINUE) - Yes -------- 1 (SKIP TO Q.13a) - No ~Q :2b. What is there in the TRUE ad that you particularly dislike? (PROBE:) What else? •

~ -4- #42318W 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUSTi 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 t4at Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kooll, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L & M, L & M Flavor Lights, or the longer L fi M Lights 100mm?" 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?'~ IF PALL MALL, ASK: "Is that Pall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Ral'eigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?"' IF TAREYTONy ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Menthol?si 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 Chesterfield ----------------- 9 Decade ---------------------- 0 Doral ------------~---------- x Eve ---------- --------------- - (53) Fact ----------------------~- I Gauloises ------------------- 2 Iceberg 100's ----------------- 3 Kent Golden Lights ----------- 4 *Kent (Other) ---------------- 5 Kool Super Lights ------------- 6 Kool Mi1ds ---------------- 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 Max ----------- ----~------- - 5 Merit ------------------------- 6 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 (55) Pa11 Mall Extra Mild -- 1 *Pall Mall (Other) - --- ~2 Parliament Ultra Lights --- - 3 *Parliament tdther) ----------~- 4 Philip Morris -- --- 5 Raleigh Extra Mild --- 6 *Raleigh (Other) ----- ---- 7 Real ------------- ---- 8 Salem LightA ---- -------- 9 *Salem (Other) ---------------- 0 Saratoga -------------------- x Silva Thins ~-------------~ y (56) Tall ------------ -------- ---- 1 Tareyton Lights ~--~---~-- 2 Tareyton Low Tar 1lsnthol ----- 3' *T'areyton (Other) -------------- 4 True ------------ --^--~----- 5 Vanguard ---------------~---- 6 Vantage ----- ------------- 7 Viceroy Extra Mild ---- ---- 8' *Viceroy (Other) ------------- I Virginia Slims -------------- - 0 Winston Lights ------------- x *Winston (Other) -------------- y Other (SPECIFY): (57) . 1 Filter ------ ---- Non-filter ------- 2 1-ti Go extra-long 120mm? (59) ;.7 Regular --------- 1 ;p' King-size l00mm ----~- - C1 ----~~---- 120mm

#42318W 14. How many cigarettes do you smoke in an average aay? (60) 9 or less (less than 1/2 pack) ------ 1 10 to 19 (1/2 pack to 3/4 pack) ------- 2 k) ------~ 20 29 (1 D pac to ---- < 3 30 to 39 (1-1/2 packs) ---- 4 or more) 40 (2 ack 5 or more p s CLASSIFICATION Now, ; u- ust a:ew questions for statistical purposes only. What vas the iast grade of school you completed? • (61) Some grammar school (let-7th grades) --- '1 Crammar school graduate (81h grade) --- 2 Some high school (9th-lith grades) ----- 3 High school graduate (12th grade) ----° ~ Some college -------------- --__ College graduate or beyond ------------ 6 (k41ND RESPONDENT 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 -- --------------- -- ~m 8. $7,500 to S10,0 00 ------------ --- 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 - --------------- ---- 6 Refused ------ -------------- --- y 17. (LNDI'CATL' SEX.) (63) Male -------------- ----------- ----- - -- (ZD Female 2 ATTACH QUESTIONNAIRS TO SCREENER. 4