Tobacco Documents Online

#42318W 14.. Hov.many cigarettes do.you smoke in an average aay7' (60) 9 or less(less than 1/2 pack) --- 1 10 to 19 (1/2 pack to 3/4 pack) ----- 2 20to-29 (1 pack) -- ----- 3 30to39 (1-1/2 packs) ------ ~ 40 or more (2 packs or more) -- CLASS:FICATIOR Aov., just a:eW quescions far statistical purposes only. u. What vaa theiaet grade of school you eompleted7 . ' (61) some grammar echool (lat-7th grades) ---- 3 - Crammar sehool graduate (8ph grade) --- 2 . Some high school (9th-llth grades) ---- 3 '. High school graduate (12th grade) ------ 4 Some college --------------------- 5 Collegegtadueteor beyond ----- ------ Q (lL1ND RESPONDENT CARD 16.) ~ ' .. 16. Again, just for c lassifica tion purpose s, which letter ua this card includes your total fanily income b efore taxes last year? ( 62) A. Under $7,500 - ------- --------- T e. $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 co $25,000 -------- P. Over $25,000 ~ 6 Refused y 17. (LNDLCATE SEX.) ~ (63) nrle ------------------------- ------ -.CM Female 2 . ATTACH QUESTIONNAIRB TO SCREENER. 80-1 1

v ;4231gx (ASK ALL:) 10. Let's take a few seconds to look at the TRUE ad again. (EYPOSE P06 5 SECONOS AM REl10VE. ) What do you think is the main idea the manufacturer wants to get acrosa about TRUE? (PROBB:)Nhat elae? , 11..;I, v (~/~~x u_/r~,Cxv... ~ •IKO '):i_ _I ./~ i f2-t-lnn '?'! 0~ fl ZA 35 ~•A..Iti 77" v (OPEB'YORTFOLIiO TOTRE. AD.) _ Ila. Is there anything in the TRUE ad that you particularly like? ._ 37 38 (39.) (CONTINUE) - Yee ------- Cl~ (SKIP TO Q.12a) -- Bo ---'---- 2 ilb. What is there in the TRUE ad that you particularly like? What else? .. O-L(S-f.o / (/v/•L) /l ~ (PROBE:) 42 ~ 44- 45- 12a. Ia there anything in the TROE' ad that you particularly dislikeP(46) (fANTIBUE)- Yes _---- ----~2 (SKIP TO Q:13a) - No 12b. What is there in the TRUEsd that you particularlydislike7 (PEOBE.) What else? 4 50 51-

#42318W P 4'. What do you remember about the TRDE advertisement4' do you rememberl .. 5. Aside from wanting you to buy them, what was the mee age the manufacturer was trying to get across to yvu about TRUE? (PROBE:), t e1se4 klY RtSYUNUY.NT SAYS "WN'T KNOW" TO Q.S, SAIP TU Q. (NAND RESPONDENT CARD 6.) 17- 18- 19- 20- 21- 22- 6. Thinking about what.you've just told'me about the advertising message, what phrase on this card best describes how important this ia to you7 (29) tnemely important ------ 6 V ry important --------- - 5 aewhat important.----- 4. 6 mewhat unimportant ^-- 3 V~ry unimportant ------- 2 N t at ell important -- 1 7. (HAND RESPONDENT CARD 7.) Again, thinking about the advertising.message,g whi , phrase on this card best aescrmee now oelievaole rnts is to youz 1 (30) 8: (HAND gESPONDENT'CARD 8.) -And, which phrase on this card best describeeho message is from other cigarette advertieing8 trving TRUE tlearetrm4 (32) tremely believable -----" 6 ry believable ----- 5 t believable ----- 4 ewhat unbelievable ----- 3 ery unbelievable ------- 2 tremely unbelievable --- 1 ifferent youthink this (31) tremaly different ---- 6 erydifferent ------- 5 omewhat different -------- 4 omewhat similar ----- 3 ~ ery similar 2 remely siAilar ------ 1 9. (HAND BESPONDEN°C CABD 9.) ~ + Based on the message, which.phraee on this card be t describes your interest in ' tremely disinterested -- 1 . O r 2 w ery disinterested ------- 2 ewhat disinterested ---- 3 omewhat interested ------- 4 ery interested ------- 5 eremelyiatereeted ------$ N

-4- .. /42318F713a. What one brand of cigarettes do you smoke moat frequently? (DONOT BEADBBAiID NAMES.) I THE STARRED BRANDS MUST BE PROBED: IF BENSON 6HEDGES, ASK: "Is that Benson6 Hedges, Benson & Hedges Lights, or ul" made by Benson & Hedgee7" IF CAMEL, ASK: "Is that Camel or Camel Lights?" ' IF KENT, ASK: "Is t)µt Kent or Kent Golden Lights?" IF KOOL, ASK: "Is that Kool, Kuol Milds, or Kool Super LightsY~" . IF u 6 M, ASK: "Is that L 6 M, L6 M Flavor Lights, or the longer L 6 H Lighte 100mm4"IFMARLBOHO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEGIPORT,ASK: "Is that Newport or Newport Lights?" IF OLD~COLD, ASK:. "Ia that Old Gold Filter or Old Go1d' LightsT'r IF PALL MALL, ASK: "Is that Pa11.Ma11 or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK:"Ie that Raleigh or Raleigh Extra Mild?" - IFSALEM, ASK: "Is that Salem or Salem Lightslo IFTAREYTON, ASK: "Ie that Tareyton, TareytonLighte, or Tareyton Lov Tar Men- [ho17~ IF VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON. ASK: "Is that Winston or Winston Lighta7" (52) Alpine ______- _----------- 1 Belair ----------- ------- -_ 2 Multi-Filter By Benson 6Bedges 3 Benson & Hedges Lights -------- 4 *Benaon & Hedges (Other) ---- 5 Camel Lights ---------------- 6 *Came1 (Other) -____-7 Carlton -------- ------- ------ 8 Chesterfield.------------- 9 Decade ____________________-- 0 Doral --------- ----------- -__ .x Eve ---- ------- ------------ (53) Fact ------------------------ I . Gauloiees ----------- ------ 2 Iceberg 100's -------------- 3 Kent Golden Lights ---------- 4 *Kent (Other) ------- ------ - 5 Knol Super Lights ----------- 6 Koo1 Milds --------------- 7 •Kooi (OCher) --------------- 8 L & N Flavor Lighta --------- 9 L 6 M Lights 100mm~ -------- 0 *L & M (Other) --------------- x Lark ----- --_-___--------- v (54) Long Sohne ------ -___-------- 1 Lucky. Strike ------------------ 2 Marlboro Lights ----------- - 3 *Marlboro (Other) -^------- 4 Max 5 Merit ----- -__- _------------ 6 13b. Is that filter or non-filter? 13r. (54) More -__--------- -__-_---- 7 Nevport Lights ----------- 8 *Nevport (Other) ------------ 9 Old Gold Lights --------- x *01d Gold (Other) ----^- y (55) Pall Mall Extra Mild ---- 1 *Pall Mall (Other) ---------- 2 Parliament Ultra Lights ---- 3 *Parliament tOther) ----------- 4 Philip Morris --- -- 5 Raleigh Extra Mild'~ - 6 •Raleigb (Other) --------- 7 Real 8 SalemLightt --------__r--- 9 *Salem (Other) --------- 0 Saratoga ----------^------ x Silva Thins ----------- y (56) Tall -____-___------- _- --__ I Tareytoa Lights --------- --__ 2 Tareyton Low Tar Menthol ----- 3*Tareyton (Other) ------------- 4 Tzue ____-__-_----- - ____ 5 Vanguard -----^--------- ----- 6 Vantage ------------- 7 Viceroy Extra Mild~-------~-- 8 *Viceroy (Other) ---------- ~ Virginia Slima ------------ - 0 . Winston Lights --~,~.---4-T--yJ® *Winston (Other) , Other (SPECIFY): - (57) i 1 IKII Filter --------- i-Y O Non-filter ----- 2 H .T Iathac regular, king-size, 100mm or the extra-long 120mm? (5 SJ ne-.i o... --------- ~ UN King-size ------ 2 ~,j 100mm 3 w. 120mm ------------ 4

NA'DIONAL CONSENSUS SURYEYS' #42318W c 80] Second Avenue, Niv York, New York 10017 13- 3 NAM:I/JJC".. )/1,fJ .'! 7:'i-?;lf, PBONE 8: 7 KCn. - 9/ e?' ,5- 1. Pleaae take a.fer minutestogo through the advertisesence in thie book. Pleaae taka aa much time with earh ad ae you aare to. If you ordinarily wear reading glaaaee, you'll aaed them. (NAD1D 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 forln the hookY (PROBE:) Any other brands? (DO NOT READ EITIiER BRAND NANES OR PRODUCT CATEGOEIES.) GENERAL ADS CIGARETTE ADS (14) Amana BaoBe____-_-___ I Dole Pineapple ______---- 1 3 BankMrricardlYISA --- 2 General Electric Washer - 2 Golden LtBhta--- Bayer Aepiria------ 3 Bilton Notele ----- - 3 Golden (Unap.)----- Boleaa Lawn Mower ---- 4 Kavaeaki ---- -----------4 ` Kant Goldan----=- Budveiaer ------- ---r='S'~ Old Spice Pocket Cologne ~' Kent Golden Lights- ~ 5 6- 7_- Canadian Club----- 6 Polaroid Camara-------- 6 Eent Lights- e- Coca Cola --------- 7 Singer Sewing Nechdnee.--- 7 Kent (Uoap.)-----9 Concord:Watchee------ 8' Taster'a Choice ------- 8 Lighte (UnaD.)---- 0 Creat toothpaste. -- 9 Weight Watchere -------- 9 Truc---------- z , Other (SPECIFY): y (IF NO CIGANETTEBRANDS MENTIONED ABUpE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTEBRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TBREE1 CIGARETTE BRANDS 1ENDIONSD, SKIP TO Q.4.) (IF NO CIGARETTE BRANDS 1=IONED ABOVE, ASK:)Doyou ramambar any ada for cigarettee7 Ye:'--- breoda do you remember aMiag ads for? Any others? Buke -------- 3 Golden LLghta ~--~- Golden (Unep.) 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights ------- 8 Kane (Uaep.) ------ 9 Lights Snep.D------ D True ____------- - a Ocher (SPECIFY): y 3b. (0 I TO ) Q. (SK P (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) Do you renem6er any ads for any other brande of cigarettee7 a (16) Yee ----- -- 1-3'Wtut brands were they? Any othere? (16) 3 No _____---- 2 Golden Llghte ------ 4 Ceelden (Unap.) ---- 5 Kent Golden 6 Kent Golden Lights -- 7 N Kent Lights 8 :y CONTINUE.) Kent (Uoep.) (IF TRUE NENTIONED IN Q.Z 3a OR3b 9 .7 , , Lights (Unep.4--_ - VI~.. (IF TRUE NOT MENTIONED IN Q.2, 3a, OR 3b, SKIP W TOQ.10 ) ' Y C 9 , Other (SPECIFY):