Tobacco Documents Online

k d' NATIONAL (K)NSENSUS SURVEYS 801 Second Avenue New York, New York 10017 . #42318W 13- 6 NAME: O PHONE #: S-6- 7c7?e- S- 1. Please take a few minutes to go through the advertisementa in this book. Please take as much tima with each ad as you aare to. If you ordinarily wear reading glasses, you'll need 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 seeing ads for in the book? (PROBE:) Any other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL Amana I~ange------------(:r) BankAmericard/VISA --- 2 Bayer Aspirin-------- 3 Bolene Lawn Mawer --- 4 Budweiser Canadian Club------ 6 Coca Cola ----------- 7 Concord Watches------ 8 Crest toothpasae-.---.-- 9 ADS CIGARETTE ADS (14) Dole Pineapple ---------- 1 Luke---- -- -- ~ '~ General Electric Washer --4T) Hil!ton Hotels -------- 3 Golden Lighte---- Golden (Unap. )--- 5 Kawasaki -------------~~ Kent Golden-- -6=- Old Spice Pocket Cologne 1~ Kent Golden Lights- 7- Polaroid Camera---------- 6 Kent Lights-------. 8 Singer Sewing Machines --- 7 Kent (Unap.)------- 9 Taster's Choice ------- 8 Lights (Unsp.)---- Adb Weight Watchers --------- 9 Trua--_-_ ___ x OtheX (SPECIFY): 7 (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THREE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? '1(es'C=422UMp'-11)---VWTiat brands do Any others? you remember seeing ads for? Luke 3 4 Golden Lights Golden (Uaap.) 5 Kent Golden -------- 6 Kent Golden Lights -- 7 Kent Lights --------- 8 Kent (Unsp.) ------- 9 Lights (Uwsp.j------- 0 True -- z Other (SPECIFY): No ------- 2--~j (SKIP TO Q. 10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for any other brands of cigarettes? Yea ---- No -------- (1, ~---iWhat brands were they? Any others? 2 (IF TRUE MENTIONED IN Q.2, 3a, OR 3b, CONTINUE.) (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP TO Q.10.) 7 s (16) Luke - --- 3 Golden Lights ------ 4 Golden (Unep,) ---- 5 O Kent Golden --------- 6 Ma Kent Golden Lights -- 7 2 Kent Lights Kent (Unsp.) ------- 9 (A Lights (Unep.)------ 0 .? True __- --- - ~ Other (SPECIFY): 8 W 7

r r f k -2- , #42318W . What do you remember about the TRUE advertisement? (P808E:) What else do you rem.aber? ~ ~ 409 19~ i1- \ 2- 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? 7 (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) Extaemely 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 -----• Very believable -------- Somewhat believable ----- Somewhat unbelievable ------ Very unbelievable -------- 6 5 4 3 2 Extremely unbelievable - - - 1 8. (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 ---- ----- 3 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 in trying TRUE cigarettes? (32) Extremely interested' -----• 6 Very interested --------- 5 Somewhat interested ------- 4 Somewhat disinterested ----- 3 Very disinterested ------- 2 ~ Extremely disinterested -- 1 ~-h W t11 ~ ~

a , -3- #42318W (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (ExPOSE FOR 5 SECONDS ADII) REMOVE.) What do you think is the main idea the manufacturer wants to get across about TRUE? (PROBE:) What else? 33- 9 38- (OPEN PORTFOLIO TO TRUE. AD:) 111a. Is there anything in the TRUE ad that you particularly like? (CONTINUE) - Yes - (SKIP TO Q.12a) -- No --------- ilb. What is there in the TRUE ad that you particularly like? What else? (PROBE:) 12a. Is there -anything in the TRUE ad that you part cularly dislike? (46) (coNTINUE) (SKIP' TO Q.13a) - Yea ------ 1 -- No --------~~Z~ :2b. What is there in the TRUE' ad that you particularly dislike? (PROBE:) What else? 7- 8- 0- 1- I

I . -4- 442318W' ~ 13a.'"What one brandiof cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST 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 tk}at Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super Lights?" IF L & M, ASK: "Is that L 8 M, L & M Flavor Li'ghta, or the longer L & M Lights 100mffi?"' 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 Go1diFilter or Old Gold Ligh[s?'~ IF PALL MALL, ASK: "Is that Fall Mall or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF SALEM, ASK: "Is that Salem or Salem Lights?" IF TAcREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Mentho~?R IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild2" 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 De c ade ---------- ------- ---- 0 Do ra 1 -------- ------ ------ -- x Eve ---- -------------------- - (53) Fact ------------------------ 1 Gauloises -------------------- 2 3 4 5 6 7 8 9 0 x v (54) Long Johns ------------------- 1 Lucky Strike ------------------ 2 Marlboro Lights -------------- 3 *Marlboro (Other) ------------ 4 Max --------------------------- 5 Merit ------------------------- CIM> Iceberg 100's ----------------- Kent Golden Lights ----------- *Kent (Other) ---------------- Kool Super Lights ------------ Kool Miids ----------- ------- *Kool (Other) ---------------- L & M Flavor Lights ---------- L & M Lights 100mm ------------ *L & M (Other) --------------- Lark ------ ---------------- 13b. Ia that filter or non-filter? 13c. Is that regular, king-size, 100mm or (54) More --- -- ------------------- 7 Newport Lights -- ----- 8 *Newport (Other) ------ ---- 9 Now 0 Old Gold Lights -- -- x *Old Gold (Other) ------------- y (55) Pall Mall' Extra Mild --- 1 *Pall Mall (Other) --------r---- 2 Parliament Ultra Lights ------ 3 *Parliament rOther) - -- 4 Philip Morris --- 5 Raleigh Extra Mild --- 6 *Raleigh (Other) ----- Real ----- ----- 7 8 Salem Lights --- ----- 9 *Salem (Other) --------------- 0 Saratoga ---- ----- z Silva Thins ------------------ y (56) Tall ------ -------------- 1 Tareyton Lights ----------- 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ------------- 4 True ------------- ----------- 5 Vanguard--------- ---------- 6 V a n t a g e - - - - - - - - - - - - - - - - - - - - 7 Viceroy Extra Mild --- ---- 8' *Viceroy (Other) --------------- ;1 Virginia Slime --------------- 0 Winston Lights -------------- 'x *Winaton (Other) ------------ y Other (SPECIFY): (57) 1 (58) Filter --------- 1~m Non-filter ------ 2 the extra-long 120mm? Regular ---------=<ZV ~j King-size ----- 2 W 100mm --------- - 3 'A' 120mm ----------- 4 Cn W

pl - #42318W 14. How many cigarettes do you smoke in an average day? (60) 9 or less (lesa than 1/2 pack) ------- 1 10 to 19 (1/2 pack to 3/4 pack) ------ 2 20 to 29 (1 pack) -- - ---- 3 1/2 30 39 (1 k ) -- - - 4 to pac s - -- - -- mo (2 k ) - - 40 or more pac s or re --- ~ CLASSIFICATION College gfaduate or beyond -------~-_- 6 (k41ND'RESPONDENT CARD 16.) your total family income before ta xes last year? (62) A. Under $7,500 -- -------- ----------= ` 1 B. $7,500 to 510,0 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 ---------- C M F. Over $25,000 - --------__~-_- - 6 Refused ------ ------------------ y 17. (LNDICATE SEX.) Now, ;ust a:ew questions for statistical purposes only. ub What wab the last grade of school you completed? ' (61) Some grammar school (lst-7th grades) --- "1 Grammar school graduate (8th grade) ---- 2 Some high school (9th-llth gredes) ----- 3 High school graduate (12th grade) ------ 4 Some college ---------- ----- ------ ---- ev 16. Again, just f'or classification purposes, which letter on this card includes (63) Male --------------------------------- e5=-> Female --M-----------_----------- 2 ATTACH QUESTIONNA1Rti'TO SCREENER.