Survey screenshots

Pages 2-14: Screener
Pages 15-91: Main Questionnaire
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Pages 15-51: Questions for all ad types
Pages 52-53: TV ads only
Pages 54-55: Radio ads only
Pages 56-57: Print ads only
Pages 58-60: Questions for all ad types
Pages 61-62: TV or Print ads only
Pages 63-64: Radio ads only
Pages 65-76: Questions for all ad types
Pages 77-78: TV ads only
Pages 79-80: Radio ads only
Pages 81-82: Print ads only
Pages 83-85: Questions for all ad types
Pages 86-87: Print ads only
Pages 88-89: TV ads only
Pages 90-91: Radio ads only

3

Have you been diagnosed with HIV or AIDs by a physician or other qualified medical professional?

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!

16

Feb. 19, 2013,

I’m addicted to smoking

How dangerous or safe do you think smoking cigarettes is?
Very dangerous
Dangerous
Neither dangerous nor safe
Safe
Very safe

Have you ever served on active duty in the U.S. Armed Forces, military Reserves, or National Guard, or other military uniformed services?

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?

{Note to reviewers: Respondents randomly are assigned an
eligible ad. The next preamble is shown if the ad type associated with
the ad assigned is “TV”.}

{Note to reviewers: Respondents randomly are assigned an
eligible ad. The next preamble is shown if the ad type associated with
the ad assigned is “Radio”.}

Please make sure the volume on your computer is turned up, so that you may hear the audio. Please click the forward arrow at the
bottom of the screen to continue.

{Note to reviewers: Respondents randomly are assigned an
eligible ad. The next preamble is shown if the ad type associated with
the ad assigned is “Print”.}

We would now like to show you an ad and then gather your reactions to that ad. Please click “Next” to continue.

On a scale from 1 to 5, where 1 indicates not feeling any emotion, and 5 indicates feeling emotion with extreme intensity, please indicate how much this advertisement made you
feel:

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “TV or Print”.}

I learned something new by viewing this ad

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “Radio”.}

I learned something new by hearing this ad

Does the ad make you want to encourage someone to quit smoking cigarettes?

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

What about the ad makes you want to encourage someone to quit smoking cigarettes? Please be as specific as possible.

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “TV”.}

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “Radio”.}

In the future, if you heard this ad on the radio, on a scale from 1 to 5, where 1 indicates not at all likely and 5 is extremely likely, how likely would you be to take the following actions in the next 6 months?

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “Print”.}

In the future, if you saw this ad in a newspaper or magazine, on a scale from 1 to 5, where 1 indicates not at all likely and 5 is extremely likely, how likely would you be to take the following actions in the next 6 months?

Does the ad make you want to quit smoking?

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

What about the ad makes you want to encourage someone to quit smoking? Please be as specific as possible.

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “print”.}

In the future, if you saw this ad in a newspaper or magazine, on a scale from 1 to 5, where 1 indicates not at all likely and 5 is extremely likely, how likely would you be to take the following actions in the next 6 months?

Call 1-800-QUIT-NOW for information to help someone you care about quit smoking
Visit an informational government website, such as www.cdc.gov/tips for information
to help someone you care about quit smoking
Talk to your doctor about helping someone you care about quit smoking
Ask someone to not smoke around you or others
Encourage someone you care about to use e-cigarettes to help quit smoking
Visit the Twitter site for the campaign
Support smoke-free laws in your community
Encourage someone you care about to quit smoking

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “TV”.}

In the future, if you saw saw or heard this ad on television, on a scale from 1 to 5, where 1 indicates not at all likely and 5 is extremely likely, how likely would you be to take the following actions in the next 6 months?

Call 1-800-QUIT-NOW for information to help someone you care about quit smoking
Visit an informational government website, such as www.cdc.gov/tips for information
to help someone you care about quit smoking
Talk to your doctor about helping someone you care about quit smoking
Ask someone to not smoke around you or others
Encourage someone you care about to use e-cigarettes to help quit smoking
Visit the Twitter site for the campaign
Support smoke-free laws in your community
Encourage someone you care about to quit smoking

{Note to reviewers: The next question is asked if the ad type
associated with the ad assigned is “Radio”.}

In the future, if you heard this ad on the radio, on a scale from 1 to 5, where 1 indicates not at all likely and 5 is extremely likely, how likely would you be to take the following actions in the next 6 months?

Call 1-800-QUIT-NOW for information to help someone you care about quit smoking
Visit an informational government website, such as www.cdc.gov/tips for information
to help someone you care about quit smoking
Talk to your doctor about helping someone you care about quit smoking
Ask someone to not smoke around you or others
Encourage someone you care about to use e-cigarettes to help quit smoking
Visit the Twitter site for the campaign
Support smoke-free laws in your community
Encourage someone you care about to quit smoking