Qualitative Research to Design Advertising to Encourage Quitting Among Adult Cigarette Smokers (General Populations) CTP

Generic Clearance for the Collection of Qualitative Data on Tobacco Products and Communications

Attachment E - Concept Rating Sheet

Qualitative Research to Design Advertising to Encourage Quitting Among Adult Cigarette Smokers (General Populations) CTP

OMB: 0910-0796

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OMB# 0910-0796

Exp. 07/31/2021



CONCEPT RATING SHEET

TITLE OF INFORMATION COLLECTION: Qualitative Research to Design Advertising to Encourage Quitting Among Adult Cigarette Smokers (General Population)

PLEASE DO NOT WRITE YOUR NAME ON THIS SHEET

  1. What is the message? That is, what is the most important thing this ad/concept is trying to tell you?

  1. What did you think about this ad/concept? Please give it a grade from A to F.





Picture 1

This ad/concept grabbed my attention.

Picture 113_0

I can relate to this ad/concept.

Picture 114_0

This ad/concept is compelling.

Picture 115_0

This ad/concept made me NOT want to smoke.

Picture 116_0

This ad/concept made me want to take steps to quit smoking.

Picture 5_0



  1. How much do you agree or disagree with the following statements? Circle one choice for each statement:



















  1. What did you like about this ad/concept?





  1. What would you change about the ad/concept to make it better?









Paperwork Reduction Act Statement: An agency may not conduct or sponsor, and a person is not required to respond to, a collection of information unless it displays a currently valid OMB control number. The public reporting burden for this information collection has been estimated to average five minutes per response to complete the Concept Rating Worksheet (the time estimated to read and review). Send comments regarding this burden estimate or any other aspects of this information collection, including suggestions for reducing burden, to [email protected].

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