Tobacco Documents Online

442318W 14. eow many cigarettes do you smoke in an average flay? (60) 9or 1iess (less than 1/2 pack) ------- L- 10 to 19 (1/2 pack to 3./4pack) ------- 2 20 to 29 (1 pack) ----- ---------- 3 30 to 39 (1-1/2 packs) ----------- /G. 40 or more (2 packs or more)--------- `5 CSASSIFECATION \oa., ;',c a:ewyueyrions for scacisticaf purposes only. +5•. Whac was theiast grade of school you compDeted7'~ (61) some grammar school (lst-7th grades) --- 1 Crammar school graduate (8th grade)--- 2 Samc high school (9th-llch grades) ---- ~ High school gradUate (12th grade) ------ 4 Somecollege ----- ---------- ----- -__- 5 College gtaduate or beyond ------------- 6 (HAND RESPONDENT CARD 16.) 16. Again, just for c lassLficaciqn pur pose s, which letter on thle card includes your tocal family income before ta xes last year7 (62) A. Under $7,500 --------------------- 1 B. $7,500 to S10,000------ -------- 2 C. Over $10,000 to $15,000 ----------- 3 . D. Over$15,000 to $20,000 ---------_ /i E. Over $20,000 to $25,000 --------- - (3, . F. Over $25,000 -------------------- R e f u s e d---------------------- 6 y (63) 17. (dNUICATES6%.) Male ------------------------ ------- -_ 1 Female ATTACH QUESTIONNAIR6T0 SCREHNER. 80-1 1

/i42318W 10. (ASK ALL:) Let's take a few seconds to look at the TRUE ad again. (E%POSE FOR 5 SECONDS AND REMOVE.). What do you think is the main idea the manufacturer wants to get across about TRUE? (pROBE:) What else? ,...r ." .. ~ . .. '~ .. 33- ~, \ 34- _ ~ . . , .. . . ~ .. . _ . . . ~ .. ~.. . . . . . . . 36- . . ~ . ... r~ ~ - 37- 38- (OPEN.PORTFOLID TO' TRUE AD.) lla. Iia there anything in the TRUE adthat you, particularly li]uY (CONTINUE) -- Yes ----- (3~ (SItIPT0 Q.12a) -- NO --- 2 iib. What is there in the TRUE ad', that you particularly like? What else? 7 (PROBE:) 40- . . , . .. . _. 41` 42- 43- 44- 45- 12:.. Is there anything in the TRUE ad that you particularly dislike? (46) (CONTINUE) -- Yra ------ 1 . (SRIP TO Q.13a) -- No ---- b _2b. What is there in the TRUE ad that you particularly dislike? (P80BE:) What else? 47- 48- 49- 50- 51-

_2- . 44231841 4. What doyou remember about the TRU4 advertisemeat?' do you remember? ( (PHOEE:) What rlse 17- 1g- 19- 20- 21- 22- 5. Aside from ++anting you to buy them,~ what mas the message the manufaeturer was trying to get across to yqu about T RUE? (PROBE:). What else? 23- 24- 25- 26- 27- (IF RESPONDENT SAYS "DON'T KNOW" TO I SKIP TO Q 10' ) Q 5 28- . . . , (HAND RESPONDENT CARD 6.). S 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) ?Extnemely important ------- 6 3,. Very important ------------ S ;; Somewhat important ------ 4 ;1]{' 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 best describes how believable this is to you?' - I I, j, , . (30) Extremely believable ------6 Very believable --------- 5 Somewhat believable ------ 4Somevhat unbelievable------ 3 Very unbelievable -------- 2 Ertremelyunbelievable ---- I 8 (HAND RESPONDENT CARD 8 ) i . . And, vhich,phrase on this card best describes hovdifferent you think this meseage.isfromother cigarette advertising? (31) ~' Extremely different ------- 6 Very different ----------- 5 Somevhat different -------- 4 ; Somewhat similar -------- 3 i j Very similar ----- ------ Extremely eimilar --------- 2 1 9. (HAND RESPONDENT CARD 9.)'. Based on the message, F.hich 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

r' JiA'CIONAL CUNSENSUSSURVEYS Y42318W 801 Second Avenue New York, New York 10017 13- 2 NAME; ... .l,:Y=' _ . . rnunc v; n i ~ .,y.I y . 1. Please take a fewminutes to go through the advertisements in thia book. Pleaee take as much time with each ad as you eata to. Lf you ordinarily wear reading glasases, you'11 nead'them, (HAND RESPONDENT'PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.). 2. Now, I'd'like to ask you a few questions about theade in the book. What brandeor products do you remember eeeingade for in the book? (PROBE:) Any other brandsT' (DO NOT READ EITHER BRAND NAMES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTEADS (14) Amana Range------------ d. Dole Pineapple ------'_-_:j~ ' Luke--------- ---_ 3 BankMaricard/VISA --- Eayer Aapirin-------- 2 3 j Claneral Electric Washer -~1 Nilton Notels ---------- 3 Golden Lighta----- Golden (Uhap.)---- 5 Bolene Lawn Mower ----- 4. Kawasaki -------------- 4 Kent Goldea----- 6 Budweieer ------------ 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7 Canadian Clab----- ---- 6 Polaroid Camara--------~' Kent Lights---- 8 Coca. CoLa --------- - 7 Singer Sewing Machines --- 7 Kent (Unap.)----- 9 Concord Watches------- 8 Taeter's Choice ---------- g Lights (Unep•)--- 0 Crest toothpaste----- 9 Weight Watchers ----------} True------ ------ x Other (SPECIFY): (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Qs3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS tMENTIANED, SKIP TO Q.3b.) (IF'ALL THREE CIGARETTE BRANDS !ffiNTIONED6 SKIP TOQ:4.:) I 3a. (IF NO CIGARETTE BRANDS NENTIONEDABOVE, ASKt) Do you remembar auy ads for cigarettes? (15) Yed."----- 1-~*What brands do you remember seeing edeforTAuy others? ~., - . .. C....~..,... yuke -- 3 Golden Li te -- 4 Golden (Unap..) 5 Kent Golden 6 Kent GoldenLighte -- 7 Kent Lights ----- 8 Kent (Unep. ) 9 Lights (Ung:------ - 0 True ----- ------- - Other (SPECIFY); y 3b. No -------- 2--> (SKIP TO 0'.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS NENTIONED, ASKO) Do you remember any ade for any other brands of cigarettes? (16) Yee -------- 1--iWhat brands were they7Any othere9. (16) 3 No ------- -- 2 Golden Lights ---- 4 O Golden (Unap.). ----- 5 W Kent Goldem -------- 6 m Kent Golden= Lights -- 7 ~ Kent Lighte--------- (U a K ) 8(y 9 i.l n ent p. (IF'TRUE MENTIONED IN Q.2:3a, OR 3b, CONTINUE.) Lighce (Unap.)------- 0 ~ (IF'TRUE NOT'MENTIONED IN Q.2, 3a, OR 3b. SKIP True __--------- -_- i TO Q.10.) -. Other (SPECIFY):

-4- #42318W ~13a. What one brand of cigarettes do you eooke nost frequently'.' (DOiNOT READBBAMD NAMES.) THE STARREDBRANDS MCST BE PROBED': IF BENSON & HEDGES, ASK: "Ls that Benson & Hedges, Benson & Hedges Lights, or ~Mul~ [1-Fil[er° made by Benson & iiedges?"' IF CAMEL, ASK: "Is that Camel or Came3 Lights?" IF KENT, ASK: "Is that Kent or Kent Goldpn Lights?" IF'KOOL, ASK:"Is that Kool, Koo1 Milds, or Kool Super Lights?" IF L 6.M ASK; "T_s that L 6 M, L& M'.Flavor Lighte, or the longer L & MLighte 106mmY" IF >SARL51DR0; :SK: "Is that Marlboro or Marlboro Lights3" IF NEWPORT; ASK: "Ies that Newport or Newport Lights?" IF'OLD GDID', A58: "Is that Old Gold Filter or O1dGo1d Ligh IF PALL MALL, ASK; "Ie that Pall Ma1D or Pall Mall Extra Mild?" IF PARLIAMENT, ASK: "Is that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ie that Raleigh or Raleigh Extra MiLdY" IF S.1LEM, ASK: "Iethat Salem or Salem LightsY" IF TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Mentholl~r IF VICEROY, ASK: "IS that Viceroy or Viceroy Extra Mild?" IF WINS'AON, ASK: "Is that Winston or Winston Lights?" (52) Alpine ----------------------- 1 Belair ----------- ----- -_-_- 2. Multi-FilterBy~Beneon & Hedges 3 Benson & Hedges Lights ------ 4 *Benson & Hedges (Other) ----- 5 Camel LSghts. --------------- 6 *Camel (Other) ---------------- 7 Carlton --------------------- g Chesterfield.----------------- 9 Decade ---------------------- 0 Doral -------------- __------- x Eve---- ----- ----- ---------- y (53) Fact ------------------------ 1 Gaui~oiaea --------------------- 2 Iceberg 100's ---------------- 3 Kent Golden Lights ----------- 4 *Kent (Other). ----------------- 5 Kool Super Lights ------------ 6 Kool M1Ids ------ ---------- - 7 *Kool (Other)'. 8 L & M Flavor Lights ---------- 9 L.&M Lighta 100mm~.------------ 0 *L.6 M (Other) _________________ x. Lark --------------------- -_ v (54) Long Sohne ------ --------- ____ 1 Lucky Strike ----------------- 2 Marlboro Lights -------------- 3 •Marlboro (Other)~-------------- 4 Max ___________________________ 5 Merit ------------------------- 6 (54) . More ----- ------ -___-__-_-_ 7 Newport Lights ------------- 8 *Newport (Other) ---------- 9 Now ----- ------------- --__- 0 Old Cold Lights ------------ x *01d Gold (Other) ----------- y (55) Pa31 MaliExtra Mild -------- I *Pall Ma1L (Other) -------^-~' 2 Parliament Ultra Lights ------- 3 *Pariiament tOther) ----------- 4 Philip Morris~ --------- 5 Raleigh Fxtra~ Mild ----------- b*Raleigh (Other) ----------- 7 Real ---- ------------ -__-_-_ 8 Salem Lights 9. *Salem (Other) ------------ 0 Saratoga x Silva Thins ------------ - Y (56) Tall ------ ------ ------------- 1 Tareyton Lighta------------ 2Tareyton Low Tar Menthol ------ 3 *Tareyton (Other) ------------- 4 True ------- ---------- ------ 5. Vanguard 6, Vantage -___---___----------- 7 Viceroy Extra Mild ---------- 8 *Viceroy (Other) ------------ 9' Virginia Slima -------------- 0 Winston Lights ------------- x *Winston (Other) ------------- y Other (SPECIRY): (57) 1 13b. Is that filter or non-filter? 13c. le chat regular,. king-size, 100mmor the (581 Filter ----------- ';J Non-fiiter ------ 2 ~ extra-long 120mmY- (59) ~ ReguLar __________ A L~ (a King-eize ------ - 2/W 106mm ---- ------- 3 fJl 120~ ----------- 4