Tobacco Documents Online

A -5- #42318W 14. How many cigarettes do you smoke in an average day7 (60) th n 1/2 ack) 1 9 l (l p . or ess ees a 10 to 19 (1/2 pack to 314 pack) --- 2 20 to 29 (1 pack) -------- 3 - . 30 to 39 (1-1/22 packs) ---- ~- 4 2 k - 5 s or more) 0 or more ( pac - . CLASSIPICATIOa Row, just a few questions for statistica l purposes only. u, What vas thn last grade of school you coqpleGed7 • ' . (61) Some gra-ar school (let-7th grades) -- 1 . . Cra®as sahool grad uate (Btp grade) - --- 2 - . Some high school (9 th-llth gredes) - -- 3 - '. High school graduat e (12th grade) -- --~7 . . Some college --- ----^------ -~ 5 College graduate or beyond ------- -- 6 (lLIIiD RESPONDENT CARD 16.) 16. Again, just for classification purposes, which letter on this card includes your tocal family income before taxes last year? (62) A. Under $7,500 --------- ------- -1 8. $7,500 to 510,000 ---------- - 2 . C. Over $10,000 to $15,000 ----- --- 3 ~ . D. Over $15,000 to $20,000 ------ <Z~4 ) . L+. Over $20,000 to $25,000 - - - - - - S . F. Over $25,090 6 Refused ----- ------------- - y 17. (1NDICATB SEX ) ~ (63) . Nale ------------- -------- I ` Female - ~ ATTACH QUESTIONNAIRE TO SCRP.ENER.

f 442318W (ASK ALL:) . 10. Let's take a few seconds to look at the TRUE ad again. (EyPOSE F0E 5 SECONDS AND REMOVE.) What do you think ia the main idea the aaoufacturer vaata to got across about - T@UE7 (PEOSE:) 61hat alse2 (OPEN PORTFOLIO T0YRpE- AD.) . Ila. Ie there anything ia the TRUE ad that you particularly like? . . .. . . ' (39) .. . (CONTINUE) - Yea - 1 . .. (SKIP TO Q.12s) -- No -------(~ ilb. What is there in the TEOE ad that you particularly like? (PEOEE:) What else? ' 1- 2- 3- 4- 45- 12a. Is there anything in the TBUE ad that you particularly dislike? (46) (COE'1'PUS) - Yea . (SKIP To Q.13a) -- No ----~- 12b. 47hat is there in the TRUE ad that you particularly disliket (PEDBE:) What else? I-

f E42318W What do you remeubar about the TRUE advertisement? (PnOgE:) What alw do you s _ e€4 17. 20 21-X 5. Aside from wanting you to buy them, what was the message the manufacturer was trying-to get across to yqu about TRUE? (PROBE:) What elae? O 0 . . . ~ _. . _ . 23 ~ -_ - . , . . ~ . . 24 :_ . .... . -:_ . . __... _ _~ . . . . _. 25 ^ , 2 2,-u . (IF RESPONDENT SAYS "DON'T NNOW^ TO Q.5, S&IP TO Q.10.) ._ -~+J - (HAND RESPONDENT CARD 6.) - . 6. Thinking about what.you've just-told me about the advertising message, what phrase on this card beat describes how important this is to you? (29) . - gxtne.ely important ------ 6 . .. . Very important --_------ 5 . . . . .... . Somewhat important 4 . Somewhat unimportant ----- 3 ,.- . - . Very unimportant ---- 2 . - Not at all important -- 1 7. (NAND 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 --- - 5 Somewhat believable ----- 4 Somewhat unbelievable ----- 3 - Very unbelievable ------ 2 Extremely unbelievable - - - 1 Based on the message, which phrase on this_ card beat describes your interest in trying TRUE cigarettes? .._,,.. .___-. ..___ . .. ,..,_ . (32) . Extremelyintereeted ---. 6 - Very interested ------- 5 . . Somewhat iatereated------- 4 _ . "_. _-__ " Somewhat disinterested -- - 3 ~ . , Very disinterested ----- 2 - . Extremely diainterested ----1 `~p . . . Very similar -------- 2 . ,_,. . . . .. ... . . . . . .:." . _. .,_._.~ - P.ztremely aiailar ----- 1 . - ....:_ .. ~ ~ ~.: ~.: 9. (HAND RESPONDENT CARD 9.) ~ :.,;'. ..,.. . . -.. . . - .. 8. (NAND RESPONDENT CARD 8.) . . .1 .. . .. . And, which phrase on this card best describes bow different you think this message is from other cigarette advertising? . -- -- -- . ° --" (31) . . , Extremely different ----- 6 . . Very different ---.--~=-- 5 Somewhat different ------- 4.- . . . . - ,. Somewhat sfailar --- 3 • . . . . . ..~_ s.~,_._. ..~, ,

. NATIONAL CONSENSUS SURVEYS #42318W i 801 Second Avenue New York, New York 10017 NAME: k4 YPn C_A )')r PHONE B: 3y.3 -a4~-c7 1. Please take a few minutes to go through the advertisements in this book. Please take as much time with each ad as you nare to. If you ordinarily wear reading glasses, you'll aeed them. 2. Any other brands? (DO NOT READ EITHER BRAND NANES OR PRODUCT CATEGORIES.) GENERAL ADS CIGARETTE ADS (14) Aoana gange---- 1 Dole Pineapple --------- 1 Luke---- 3 BankAmericard/VISA --- 2 General Electric Washer - 2 Bayer Aspirin---- 3 Hilton Notels ------- 3 Golden Lights-- Golden (Diasp.)-- 5 Bolens Lawn Mower --- 4 Kawasaki -------- 4 Kent Golden-- 6 Budweiser ------- 5 Old Spice Pocket Cologne - 5 Kent Golden Lights- 7 Canadian Club------ 6 Polaroid Camera------ Kent Lighta---- 8 Coca Cola ---------~ Singer Sewing Machinea Kent (Ueep.)------ 9 Concord Watches------ 8 Taster'a Choice ----- Lights (Unep.)-- 0 Crest toothpaste --- 9 Weight Watchers ---- 9 True------___ x Other (SPECIFY): (HAND RESPONDENT PORTFOLIO AND TAKE IT BACK BEFORE CONTINUING.) 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:) (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK Q.3a.) (IF ONLY ONE OR TWO CIGARETTE BRANDS MENTIONED, SKIP TO Q.3b.) (IF ALL THRBH CIGARETTE BRANDS MENTIONED, SKIP TO Q.4.) 3a. (IF NO CIGARETTE BRANDS MENTIONED ABOVE, ASK:) Do you remember any ads for cigarettes? (15) Yes ----- 1--47What brands do you remember seeing ads for? Any others? (15) Luke 3 Golden Lights --- 4 Golden (Unsp.) -- 5 Kent Golden ------ 6 Kent Golden Lights -- 7 Eent Lights - _ 8 Kent (Unsp.) ----- 9 Lights (Ilney.)--- . 0 True t Other (SPECIFY): ~ . No ------- 2-) (S&IP TO Q.10) (IF "ONE" OR "TWO" CIGARETTE BRANDS MENTIONED, ASK:) 3b. Do you remember any ads for an.y other brands of cigarettes? ( Yee ----- /1j->What brands were they? Any others? . (16) Luke 3 No 2 Golden Lights --- Golden (Unsp.) --- Kent Golden ------ 4 5 6 , . , . ~ TO Q.10.) . . .. , . . _ True CJI g (IF TRUE MENTIONED IN Q.2,3a, OR 3b, CONTINUE.) . gent (Onap.) -- ~. ~ Llahte (Unsp3---- 0 (IF TRUE NOT MENTIONED IN Q,2 OE 3b SEIP 3a b„a Kent Golden Lights - ._'7 - gent Li hts ____ ...'. 8 0 Other (SPECIFY): ,.'.~:T:_..:.iV

-4- i42318W13a. What one brand of cigarettes do you amoke moat frequently? (DO NOT READ BRAND NAMES.) IF VICEROY, ASK: "Is that Viceroy or Viceroy Extra Mild?" IF WINSTON, ASK: "Is that Winston or Winston Lights?" Menthal7 THE STARRED BRANDS MOST BE PROBED: IF BENSON & HEDGES, ASK: "Is that Benson & Hedges, Benson & Hedges Lights, or ul~ tM" made by Benson & Hedges?" IF CAMEL, ASK: "Is that Camel or Camel Lights?" IF KENT, ASK: "Is tiµt Kent or Kant Golden Lights?" IF KOOL, ASK: "Is that-Koo1,Koo1 Milds, or Kool Super Lights7" IF Ld M, ASK: "Is that L & N, L & M Flavor Lights, or the longer L 6 M_ Lights 100mmY" - IF MARLHORO, ASK: "Is thnE Marlboro-orZ7arlboroLights4"------IF NEWPORT.'iaSK:._ °Iethat-Nevportnt Nec,port_.LightsJ"___.___ IF OLD GOLD, ASK: "Is that Old Gold Filter or Old Go1d Ligh_CBY.._. IF PALL MALL,-ASK:--"Is- that Pall Ma11.or..Ps11.Ma11 Extra Mild7° _ Y IF PARLIAMENT, ASK: "Ie that Parliament or Parliament Ultra Lights?" IF RALEIGH, ASK: "Ie that Raleigh or Raleigh Extra Mild?" IF SALFM, ASK: "Is that Salem or Salem Lights?" IF TAREYTON, ASK: "Is that Tareyton. Tareyton Lights, or Tareyton Lov Tar- . ... . . '(52) Alpine __-___1 Belair ----___-__-_-__--_' 2 Multi-Filter By Benson & Hedges 3 Benson & Hedges Lights ------ 4*Beneon & Hedges (Other) ------- S Camel Lights 6 *Came1 (Other).------- -____., 7 Carlton --_-_------ -________ 8 Chesterfield ---------- ---- 9 Decade 0 Eve ----- -___---------- -_ - (53) Gauloises ------------- ---- 2 Iceberg 100's -------------- 3 Kent Golden Lights ------- 4 *Kent (Other) ------------ 5 Kool Super Lights -- . --- 6 Koo1 Milds -------- 7 *Kool (Other) -- ---- g L d M Flavor Lights -------- 9 L & M Lights 100mm -------- D. *L & M (Other) __-__-___-- . x. Lark _-_-__---------- -_ y (54) Long Johna 1 Lucky Strike ------------- 2 Marlboro Lighte ------------ 3 *Marlboro (Other) ------------ 4 Max ----------- ___5 Merit ----------------------- 6 13b• Is that filter or non-filter? Is that regular, king-size, 100mm or (54) More --_--__---_W_- 7 Newport Lights -- --- 8 *Newport (Other) ------ 9 Nov 0 Old Gold Lights --- - x *Old Gal.d (Other) y (55) Pall Mall Extra Mild 1. *Pa11 Nall (Other) - -- 2 Parliasent Ultra Lights ------- 3 *Parliament YOther) -- 4 Philip Morris ------ ----- - 5 Raleigh Extra Mild ~-- 6 *Raleigh (Other) --------~--- 7 Real g Salem Lights ~---------- 9 *Salem (Other) - --- 0 . Saratoga ----- . ~ x . Silva Tbine __-- y . . - (56) . . Tall Tereyton Lights 2 . . Tareyton Loa Tar Menthol --=-- 3~.. *Tareyton (Other) -------- 4 . ,. True 5 Vanguard 6 . . Vantage 7 Viceroy Extra Mild ------ 8 ~ *Viceroy (Other) ------ Virginia Slima -----------~J Winston Lighte ---------- x *Winaton (Other) ---------- y ' Other (SPECIFY): . (57) . _ 1 (58 O Filter ----- 1 Fa - Non-filter -- <~ 6.6 the extra-long 120am4 (59) . __ Beguler _____- I - Ln: King-size - . .. '~ryY 1 ~ 100® .. 120®