Tobacco Documents Online

#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) ------ 2 200 to 29 (1 pack) ---------- ----- 3 30 to 39 (1-1/2 packs) ~Ti1 40 or more (2 packs or more)------- ~'- CLASSTFIC.4TIOr .%owy.just a:ewaueyclOes ior scatistical purposesonly. ++• Wl:~c wav the iaaG g.ude uf school you completed7 , - (61) Some.grammar school (Ls[-7th grades) --- i . Crammar school graduate (8th grade) ---- 2 some high school (9th-llin grades)----- 3 ' . Righ,school graduate ('12th grade) ------ 4 (1L1NU RESPONDENT CARD 16.) Somecolilege ----- ---------------------r- ~5 - College gtaduate or deyond ------------ `~ 16. AgaSny just for classification purposes, whSchletter on thta card lucludea your total family income before taxes last yearT~ . . .. 117. ('1NOICATE.SEA.) (62) A. Under $7,500 ----- ------------- --- 1~ B. $7,500 to 510~,000 --------------- 2 C'. Over $10,000 to $15,000 ----- ----- 3 D'. Over $15,000 to $20,000 ----- -----<= E'. Over $20,000 to $25,000 --------- 5 F. Over $25,000 -------- ----------- 6 Refused ------------------------- y (63) Male ------------------- --------------- CC:) Femalie ------------- -------- "-'------ 2 ATTACN'.QUESTIONNAIRJ:TO SCREENER. 80-1 1

Lk4231gW 4. What do you remember about the TRUE advertisement? (PROBE;) What alse do you remember? . 17- lg- 19- 20- 21- 22- 5. Aside from wanting you to=buy them, what was the message the manufacturer was tryiug to get across to yqu about TRUE? (PROBE:) What else? 23- 24- 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOW" TO Q.5, SRIP'TO Q.1D.) (AANID RESPONDENT CARD 6.) 28 6. Thinking about what you've jpsc told me.about the advertising message, what phrase.un this card best describes how important this ie to youR (29) Extnemelyimportant ------- 6 Very important ------------ 5 Somewhat important --------- 4 Somewhat unimportant ------- 3 Very unimportant ---------- 2 Not at all important ----- 1 Again, thinking about the advertising,message, which phrase on this card beat describes how believable this is to you? (30) . gxtremelyy believable ------ 6 Very believable -------- 5 , Somewhat believable ----- 4 Somewhat unbelievable ------ 3 Very unbelievable -------- 2- . Extremely unbelievable ---- L . 7. (heWU RESPONDENT CARD 7.) E. (RAND gESPONDENT' CARD 8.) 9. 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 ------------ 5Somevhat different -------- 4 Somewhat similar -------- 3 Very similar ------------- 2' Extremely slmilar -------- 1 (HAND RESPONDENT CARD9.): 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 ~ ~ ~ W tQ OD 0

C42318W (ASK:ALL:) . i0. let-s take.ti few seconds to loo'x at the TRUE ad again. (EXPOSE FOR 5 SECONDS A.'`ID REMOVE.) 'What do you think is the main idea the manufacturer wants to get across about TRUE?~ (~PROBE:~)/ What else?' ~ r ik ,!' .L- 3- p 34- i 35- < _ 36- ~ 37- 38- (OPEN PORTFOLIO TO TRUE AD.) l:a. Is there anything in the TRUE'ad that you particularly like? (CONTINUE) -- Yes _--_-- 1 . (SKIP TO Q.12a) __ No i:h. Nhat.is therein the TRUE ad that you particularly like? (PEOBE:)What else? 4D- rzn -i`r.I, /Xn 41- 42- 43= 44- 45- 12n_ is there anything in the TRUE ad:.that you particularly.dielike7~ (4 6 .. (CANTINUE)' (SKIP TO Q,1i3a) __ Yes ~1 ` -- No ----- 2 :2b. What is there in the What else? TRUE ad that you particularly dielike7 (PROBE:) f n i n^~ ~0 '~,l A a CQd jk 5U- 5li- O Y+ m ~ tD 07 ~

, NA'CIONAL CONSENSUS.SURVEYS (t42318W 801 Second Avenue New York, New York 10017' 13- 2' NAFffi: <'%F'S PHONE 1. Please take.a few minutes to go through the advertisements in this book.. Please take as much.tlmewith each ad as you GeCa.to. Iif you ordinarily wear reading glasses, you'll need them. (HAIIDRESPONDENTPORTFOLIO ANDTAKEIT BACK.BEPORE CONTINUING.) 2. Now, I'd like to ask you a few questions about the ade in the book. What brands or products do you, ramember seeing ads for in the book4(PEOBE:) Anyy other brands? (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERALADS' CIGARETTE ADS. (1 Amane Range----------- 1 Dole Pineapple ----------- 1 Luke--------- ---- 3' BankAmaricerd/VISA --- 2Ceneral Electric Washer - 2' Golden Lights------ Bayer Aapirin-------® Hilton Notels. --------~ Golden (Unap.)---- 5 Bolene Lawn Mower ----- 4 Kawasaki -------------<~ Kent Goldba-------- 6 Budveieer ------------© Old Spice Pocket Cologne - 5 Kent Golden Lights- 7 Canadian Club------- 6 Polaroid Camera--------- 6 Kent Lights----^ 8 Coca Cola ------------Qi einger Sawing Machines --- 7 Kent (Onap.)------ 9 Concord Watchee----- -r:]E~) Taster's Chalce--------- 8 Llghts (Unep.)---- 0 Crest toothpaete--- 9 Weight Watchers -- - --- - - 9 True--------------- x Other (BPECIFY): (IF NO CIGARETTE BRANDS MENTIONED'ABOVE, ASK Q.3a.) (IF ONLY'ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL TNAEE CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a.(IF'NO CICARETTE BRANDS MENTIONED ABOVE, ASK:). ' Do you remember any ads for cigarettes? (15) Ye.'------ 1--iWhat brands do you remember saeine eds for4 Any others? .. ,4t44u- Luke ------•------ 3 Golden Lights ----- 4 Golden (Bnsp.) ----- 5 Kent Golden ------- 6 Kent Gclden Lights -- 7 Kent Lights ----- 8 Kent (Dnap.) ------ 9 Lights 0 True ---- -------- -- z Other (SPECIFY): y 3b. No------- 2~)(SKIPTOQ.10) (IF "ONE" OR "TWO" CIGAliETTEBRANDS MENTIONED, ASK:) Do you remember any ads for any other brands of cigaretteeY ('16) Yee --------- 1--)What brands were theylAny otherel (16) 3 No -----__---r 2 Golden, Lights ----- 4 i Golden• (Unap.) ----- 5 Kent Colden-------- 6N Kent GoldemLlghts -- 7pp Kent Lighte------- - gW CONTINUE.) (IF TRUE'MENTIONED.IN Q.2 3a OR 3b Kent (Unap.) ------ 9W , , , Lights (Unep,)------ 0m OR 3b, SKIP (IF TRUENOTNENTIONED IN Q:2, 3a , True __----------- - x T0. Q.10,) _ Other (SPECIFY):

-4, &42318w 13a. What one brand of cigarettes do you smoke most frequently? (DO NOT READ BRAND NAMES.) THE STARRED BRANDS MUST SE PROBED: IF BE9SON: & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or 'Mu1tT 1'^Fi1[er" made by Beneon & Hedges?" IF CAMEL,. ASK: "Ie that Camel or Camel Lights?" . IF KENT, ASK: "Is tllit Kent or Kent Golden Lighte?" IF KOOL, ASK: "Is that Kool, Kool Milds, or Kool Super LSghts?i' IF L& u, ~SK: "Is that L & K, L 8 M.Flavor tiighce, or the longer L& NM cights 100¢u2P IF l65RLPORO, ASK: "Is that Marlboro or Marlboro Lights?" IF NEWPORT, ASK; "Is that Newport or Newport Lights?" IF'O::D COLD, ASK: "Is that Old Gold Filter or Old GoldLigh IF PALD MALL, ASK: "Ia that Pall Mall or Pall Mall Extra Mild?" IF PARDIAMENT, ASKa "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Is that Raleigh or Raleigh Extra Mild?" IF S:1LFSf, ASK: "Is that Salem or Salem Lights?" IFTAREYTON, ASK: "Is that Tareyton,Tareyton Lighoe,or Tareyton Lov Tar M.enthol7~ • IF VICEROY, ASK:. "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" (52) Alpinc ------------------------ I Belair ----------------------- 2 Multi-Filter By. Benson & Hedges 3~. Benson B~Hedges Lights ------- 4 *8eneon & Hedges (Other) ------ 5. Camel Lighte __________________ 6 *Camel (Other). ----------------- = Carlton _______________________ 8 Chesterfield ------------------ 9 Deeade ---------------------- 0 noral ------------------------- x Eve _____-______-_-__________ (53) Fact ________________________- Gauioiaea -------------------- Iceberg 100's ---------------- Kent Gblden Lights ----------- *Kenc (Other) ----------------- Kool Super Lights ------------- Soo1 Miids _--_-----________- *KOOi (Other) ---------- -_____ L 5 M Flavor Lights ----------- L & M Lights 100am ------------ *L &M (Other) ---------------- Lark ------------------------ y (54) Long Sohns ____________________ 1 Lucky Strike ------------------ 2 Marlboro Lights --------------- 3 *Marlboro(Other). ------------ 4 Ma~ ----------- --------------- 5 Merit ------------------------- 6 13B. Ia that f1LOer or non-filter? 13c. 1. that 100® ----------- 3 m 120mm ------------ 4 CD 1 (p Regular --------- King-eize ------- 2 M (54) More -------- ------------ -___ 7 Newort Lighte---------------- g *Vewport (Other). _----------- -_ 9 Now -__-_- -------- -_--------- 0, Old Gold Lights ----- ---------- x. *Old Gold (Other) --------- y (55) Pall Mall Extra Mild -------- 1 *Pall Mall (Other) --------- Parliament Ultra Lights ----- 2 3 *Parliament fOther)~---------- 4 Philip Morris ---------------- 5 Raleigh Extra Mild'--------- 6 *Raleigh (Other)~--------- 7' Real ---- --------- -____-_-- 8 SalemLighte _-___--------- 9 *Salem (Other) ---------------- 0 Saratoga _--_-__-___._-~__ y Silva.. Thias (56) T. all ___---------------- --__- I Tareytoa Lights --------------- 2 Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ----------- 4 True _-_____----------------- 5 Vanguard --------------------- 6 Vantage ---------- ------- ----- 7 Viceroy Extra Mild ------------- 8 *Viceroy (acher)~---------------- 9 Virginia Slimms ---- ------ ----- 0~ Winston Lignte~.---------------- x *Winston (Other). --------------- y OEher(SPECIFY)~c (57) 1 Pilter -------- (5B) Non-filter ------ 2 regular, king-siie, 100Cm or the extra-long 120mm? 0 N (59 W',