Digital Media Copy Testing for Click-to-Call Ads

Some cell phones are called "smartphones" because of certain features they have, such as Internet access and the ability to download apps. Is your
cell phone a smartphone, such as an iPhone, Android, Blackberry or Windows phone?

Thank you for your participation in this study. Unfortunately, your responses indicate that you do not fit the specific criteria needed
for this particular study, or that we have already reached our required quota of responses from participants similar to you. We
appreciate your enthusiasm for our study and hope you will join us on future surveys!

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On average, how many cigarettes do you now smoke a day?

How old were you when you first started to smoke cigarettes fairly regularly?

The next questions are about electronic cigarettes, often called e-cigarettes. An e-cigarette looks like
a regular cigarette, but it runs on a battery and produces vapor instead of smoke. There are many
types of e-cigarettes.

Have you ever used electronic cigarettes or e-cigarettes, such as Smoking Everywhere, NJOY, Blu or Vapor
King, even one time?

As far as you know or believe is the use of electronic cigarettes/e-cigarettes in combination with regular cigarettes less
harmful than smoking only regular cigarettes, more harmful than smoking only regular cigarettes, or equally as harmful
as smoking only regular cigarettes?
Please indicate your answer on a scale of 1 to 5, where one is much less harmful, 3 is the same as regular cigarettes,
and 5 is much more harmful.
1 much less harmful than smoking only regular cigarettes
2
3 equally as harmful as smoking only regular cigarettes
4
5 much more harmful than smoking only regular cigarettes

Do you use electronic cigarettes/e-cigarettes in places where smoking regular cigarettes is not allowed?

During the past 3 months, how many times have you stopped smoking for one day or longer because you
were trying to quit smoking cigarettes for good?
Number of times

During the past 12 months, that is, since [DATE FILL], how many times have you stopped smoking for one day
or longer because you were trying to quit smoking cigarettes for good?
Number of times

When you last tried to quit smoking, did you do any of the following?
Give up cigarettes all at once
Gradually cut back on cigarettes
Switch completely to electronic cigarettes or e-cigarettes such as Blu or NJOY
Substitute some of your regular cigarettes with electronic cigarettes or e-cigarettes
Switch to mild or some other brand of cigarettes
Use nicotine replacements like the nicotine patch or nicotine gum
Use medications like Zyban or Chantix
Get help from a telephone quit line
Get help from a website such as Smokefree.gov
Get help from a doctor or other health professional
None of these

Do you want to quit smoking cigarettes for good?

How much do you want to quit smoking? Would you say you want to quit…
Not at all
A little
Somewhat
A lot

Do you plan to quit smoking for good….
In the next 7 days,
In the next 30 days,
In the next 6 months,
In the next 1 year, or
More than 1 year from now
Not sure/Uncertain

Do you consider yourself to be (Select all that apply):

Am now training for Reserves or National Guard

Have you seen or heard one or more ads for electronic cigarettes/e-cigarettes in the past three months?

Imagine that you are at home, looking at your smartphone and using a music app, such as YouTube, Pandora or
Spotify. The app might look like the following:

!

Click next after you look at the image of the music app.

Imagine that while you are looking at the music app on your smartphone, you see ads that appear at the bottom of the
screen, just like the ad does in the image below. The ad was made specifically for a smartphone and appears directly in the
app you are using.

!

Click Next.

This is the same image of the music app on your smartphone that you saw a few moments ago. Please click on the arrow
next to the ad so that we know you are able to interact with the app in the image.

!

Why doesn’t the ad make you want to quit smoking? Please be as specific as possible.

Is there anything about the ad that is confusing or unclear? (Select all that apply)

Now we’re going to show what happens if you click on the ad.

Clicking on the ad launches a “call”
dialog box with two choices: a prompt of
“Call” to dial a telephone number and a
prompt of “Hang Up” that would return
you to the app.

!

Click Next.

Go ahead and click on the ad below.

!

I want to see what help is available to quit smoking