Tobacco Documents Online

L 842318W 10.. (ASK ALL:) Let's take a few seconds to look at the TRUE ad again. (EXPOSE FOR 5 SECOBDS'AlU1 RElK)VE.) What do you.think is the maia idea the manufacturer vaate to get acroce about TRUEB (PROBE:) What else? ~-~~-1~ ,4• 1W,6A,LJ J/&b ~33•3~, ~9- 1 3T- ~k Tr 3g- (OPEB PORTFOLIO TO` TRE- AD.) . 11a.. Is there anything in the TRUE ad that you particularly like? . (39) .. (CANTIDIDE)-- Yea - - - - - - m - - .• - (SKIP SO Q.128) -- Eo - - 2 i1b. What is there iuthe What else? .. . TRUEE ad that you particularly like? . (PROBE :) ` /J Qa e qU' 1'~~ ~ 40-6 ~ 01-1 6GfJ/./..J 41- .. ~/ /f< 4!- 44- 45- 12a. Is there anything in the TRUE ad that you particularly dislike? (46) . . . . (CONTINUE) - Yea _------~' (SKIP TO Q,13a) - Bo -----Y 2 I :2b. What is there 1n the TRUE ad that you particularlydiaLike? (PROBE: ) What else? . -Fr .;

#42318W 14. How many cigarettes do you smoke in an average day? .. 9 or less (lessthan1/2 pack) ----~ 1') . 10 to 19 (1/2 packto3/4 pack)--- ~~- __ 20 to 29 (1 gack) ------------- ---- 3 . 30 ta39 (1T1/2 packs) ------- 4 _ 40 ar more (2 packs or more) -- 5 CLASSIPICATIOa how, just a:euquesciona for statistlca 15•What tiau thelast grade of schooll l purpo you com ses only. • pleted? (61) Sume graamarschool (lst-7th grades) -- -1 Brammar school graduate (8th grade) -- 2 Some high school (9th-llth grades) ----r_ High school graduate(12ch grade) ---- Some college ---------------------- College graduate or beyond ------------- I (lL1ND RESPUNDENTCARD 16.) - - m - 16. : Again, just for classlficatiq,n purposes, which letter on thls card includes your total family income before taxes last year? _. . .. . . :. - . . . - . . ; .. .-. : -. . _.:, . (62) - D. Over $15,000to $20,000 ------- 4 ,:._~... . ..`..... ._,... .__.... . E. Over $20,000 to $25,000 -- ` 5 F, Over $25,000~ 6 . C. Over $10,400~ to $15,000 _____-- . B. $7,500 te 510,000 __-___-_-- . . . .. A. Under $7,500 17. .(YNDICATE SER.) (6 71ale ------- __----------- ----- ------ ( Female --------- -___------- _-_.`_____ L ATTAC11 QUESTIONNAIRETO SCRESN5R. .20a•.. ~- - -' O N CJ Grt ,~,~

L p42318W. 4. What do you remembar about the TRUE adv.rtiaement? (PYOBE:) What alu do you ramamber? _ . i ,"1J i, ; i ,+1f 17 `' 'L j~n PY.An 4 is na'//l I:L( /: kAF .C- ~-~ ,:nr- 19 21 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 . ( / l.[ r ~ A .' , .414- ' -7 -4fL6~ J 4 1 4'17 1 24 (IF RESPONDENT SAYS "DON'T ENOW" TO Q.S, SRIP TO Q.10,) (HAND RESPONDENT CARD 6.)' 6. Thinking about what you've just told me about the advertising message, vhat phrase on this card best describes how important this is to you?. Somewhat important -------- 4 Bomewhat 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? (30) Extremely believable -----6 ' Very believable ----_~ Somewhat believable - Somewhat unbelievable ----- 3 Very unbelievable ------ 2 . Extremely unbellevable --- 1 8. (RAND RgSPOi7DENTfARD 8.) And, which phrase on this card beat describeshov different you think this Very important 23 (29) --- ~ Extaeaely important message is from other cigarette advertisiag? (31) Extremely different --<6J . Vary different --------- 5 . Somewhat different -------- 4 Somewhat similar ------- 3 . Very similar ------ 2 g:tremely similar ---- 1 9'. (HAND RESPONDENT CARD 9.) Based on.the meeaage, which phrase on this card best describes your interest in trying TRUE cigarettes? (32) Extremely interested ----• 6 Very interested -------- 5, Somewhat interested ----- ~- Somewhat. disinterested ---- 3 Very disinterested ------ 2 0 . Extremely disinterested -- 1 M 00 a b-+ N ~ N n1^!",.I" i~ 251 c 2~ 27-J. ~.

-4- 842318W- ~ 13a. What one brand of cigarettes do you smoke.most frequently? (DO NOT'READBBAND NAMES.) TNE STARRED BRANDS MUST BE PROBED: IF BENSON & HEDGES, ASK: "Is that genson& Hedges, Benson & Hedges Lights, or u1tM~ i-Filter" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK:. "Is that gaat or Kent Golden Lights?" IF KOOL, ASK:~ "Ie that Kuol, Kool Milds, or Koal Super Lights?" IF L&.j ASK: "Is that L & M, L & M.Flavor Lighte, or the longer L 6 M Lights 100mm1" IF MARLBORO, ASK: "Is that Marlboro or Marlboro LightsY" IF NEWPORT, ASK: "Is that Newport or Newport Lights?" IF OLD GOLD, ASK: "Is that Old Gold Filter or 01d Go1d 11gh~ IF'PALLMALL, 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 Raleigh Extra Mild?" IF SALEM, AgK: "Is that Salem or Salem Lights?" IF'TAREYTON, ASK: "Is that Tareyton, Tareyton Lights, or Tareyton Low Tar Ment- hol?~ IF VICEROY, ASK: "Ie that Viceroy or Viceroy Extra Mild?" IF WINSTON', ASK: "Is that Winston or Winston Lights?" (54) More 7 Newport Lights g *Newport (Other)--- -- 9 Now __--_-~-------__- 0 Old Gold Lights ---------- x *Old Gold (Other) ---------- y (55) Pall Mall Extra Mild -- 1 *Pall Mall (Other) -- 2 Parliament Ultra Lights - - - - 3 *Parllament tOther) ------ 4 Philip Morris ---- -- 5 RaleighExtre Mild - 6 *Raleigh, .(Other)-----^--- 7 Real Salem Lights ---------- *Salem (Other) ---'------- 0 x y (56) *Kent (Other)-------------- - 5. Kool Super Lights ---------- - 6 Saratoga -- --- Silva Thins ----------- Kool Miids -------------- 7 *Kuu1 (Other) ---------------- 8 L& M Flavor Lighte---------- L & M Lights 100am --------- *L & M (Other) ----------- Lark ------------------------ 9 0 x v (54) Tareyton Lights-------- Tareyton Low Tar Manthol -- •Tareyton (Other) ---------- True -__------- ----- Vanguard Long Johns . --- _--____--___-- Lucky Strike -------- ------- Marlboro Lights ------------- *MSrlboro (Other) ------------ Max ------- ----_------------ Merit ------------------------ 1 2 3 4~ 5 6 Vantage --~---___----- Viceroy Extra Mild~ --------- •Viceroy (Other) --------- Virginia Slims ------------- Winston Lights --------- *Winston (other) ------------ (52) Alpine _______________------- 1 Belair ----------- --------- -- 2~ Multi-Filter By Benson & Hedges 3' Benson &Nedges Lights ------- 4 *Benson 8 Hedges~ (Other) ------ 5Camel Lights --------------- 6 *Camel (Other). _-_------------ 7 Carlton --------------------- 8. Chesterfield --------------- 9~ Decade ---________________-- 0 Doral ----------------------- r. Eve ----------------------- -(Sy) Fact _______________________- 31 C a u 1 a i e e s - - - - - - - - - - - - - - - - - - - 2 . Iceberg.100'a --------------- 3 Kent Golden Lights ---------- 4 2 3~ 4 5 6. 7 8 9 0 x y Other (SPECIFY): (57) 1 ( O Filter ------ 1 Fa - Non-filter ----- ~ 13b, Is that filter or non-filter? 13c. Is that regular, king-size, 100mm or the extra-long 120maY (59 N _ . Regular ------- _ w King-eiz.e._-__-- 2 ,p 100mm -------- 3 -

t ~' NATIONAL CONSENSUS SURVEYS801 Second Avenue New York, New York 10017 NANE: DY7. -,,z'. X-)/n,p,tJ PRONg d: 71in0 - f^v-~" :-- 1. Please take a few minutes to go through the advertisements in this book. Pleese take as muchtime with each ad as you sats.to. If you ordinarily wear reading glasseu, you'll need them. (HAND RESPONDENT PORTFOLIO AND TAKE IT'BACK BEFORECONTINUING.) 2. Now, I'd like to ask you a few queatione about the adein the book. What brands or products do you remember seeing ads for in the book4. (PROBE:) Any other brandaT. (DO NOT READ EITHER BRAND NANES OR PRODUCT CATEGORIES.) !P 0 Luke ---------- 3 Golden Lights ----- 4 Golden (Uasp.) ----- 5 Kent Golden ------- 6 Kent Golden Lights -- 7 Kent Lights --^ 8 Kent (Dnsp.) 9 Lights 0 True - z other (SPECIFY): No ---- 2-> (SKIP TO Qs10) (IF "ONE" OR."TWO" CIGARETTE BRANDS NENTIONED, ASK:) 3b. Do you remember eny ads for aay other brands of cigarettesR. y (16) Yee -------- 1->What brands were they? Any others? (16) Luke --------- 3 No ------ --_ ~.~ Golden Lights ------- 4 Golden (Unsp.) ----- 5 p Kent Golden 6 N Kent Golden Lights -- ,:9 ~ (IF TRUE NENTIONED IN Q.2. 3a, OR 3b, CONTINUE.) Kent Lights ---------~~ 8 f,a Kent (Unap~. ) ---- ~ 91\7 CJ ~~ L1Rhts(Unep.4------ 0 (IF TRUE NOT MENTIONED INQ.2, 9a, OR 3b, SKIP - .. TO Q.1o',) .. . True __-_--~ ..~_ Other (SPECIFY): Crest toothpasta--- 9 Concord Watches--- Coce Cola Canadian Club------- 6 Budweiser -------- Bolens Lawn Mower -- GENERAL ADS BankAmericard/VISA --- 2 8ayer Aepirin------- 3 #42318W CIGARETTE ADS (14) Luke------- 3 Golden Lights---- Golden (Unap.)-^ 5 Kent Goldan------ 6 Kent Goldan Lights- 7 Kent Lights---- 8 Kant (Unap.) --- 9 Lights (Unep.)---- Q True----- - zT1 Other (SP~ECIFY)c y Q ~1 ~ (IF ONLY ONE OR TWO CIGARETTE BRANDS NENTICNED, SKIP TO~Q.3b.) (IF ALL TNREE iCIGARETTE BRANDS'NENTIONED, SKIP TO Q.4.) Dole Pineapple ---------- 1 General Electric Washer - 2 Niltoz Rotels ---------- 3 Kawasaki ------- -------- 4 Old Spice Pocket Cologne - 5 Polaroid Camera--------- 6 SingBr SevingNachines --- 7 Taster's Choice -------- 8 Weight Watchers ------- -- 9 (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q~3a.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember anyy ade for cigarettes? (15) Yai`= '-=-= 1---iWhat brands do you remember seeing ads for? Any others?