QUESTIONNAIRE ON CHANGING IMPORTANCE OF MEDIA VEHICLE IN

ADVERTISING

1. Gender

a. Male

b. Female

2. Age of the respondents

a. Less than 25 years

b. 26-35 years

c. 36-45 years

d. 46-55 years

e. Above 55 years

3. Business experience

a. Less than 5 years

b. 6-15 years

c. 16-25 years

d. Above 25 years

4. Annual income

a. Less than 5 lakhs

b. 5 lakhs – 15 lakhs

c. 15 lakhs – 25 lakhs

d. Above 25 lakhs

5. Type of respondents

a. Retail shops

b. Hotels and restaurants

c. Universities, colleges and schools

d. Real estates

e. Other manufacturing and service industries

6. Expecting market scale

a. Local

b. Regional

c. National

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d. Global

7. Level of budget for promotional activities

a. Low

b. Medium

c. High

8. Most preferred advertising medium

a. Newspapers

b. Magazines

c. Televisions

d. Radio

e. Outdoors

f. Internet

g. Others

9. Reason for selecting television media vehicle?

High reach

High frequency potential

Low cost per contact

High intrusion value

Quality creative opportunities

Segmentation possibilities through cable outlets

10. Reason for selecting radio media vehicle?

Recall promoted

Narrower target markets

Ad music can match station's programming

High segmentation potential

Flexibility in making new ads

Able to modify ads to fit local conditions

Mobile people carry radios every where

Creative opportunities with music and other sounds

11. Reason for selecting outdoor media vehicle?

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Able to select key geographic areas

Accessible for local ads

Low cost per impression

Broad reach

High frequency on major commuter routes

Large, spectacular ads possible

12. Reason for selecting internet media vehicle?

Creative possibilities

Short lead time to send ads

Simplicity of segmentation

High audience interest on each web site

Easier to measure responds directly

13. Reason for selecting magazine media vehicle?

High market segmentation

Targeted audience interest by magazine

Direct responded technique

High color quality

Availability of special features

Long life

Read during leisure time

14. Reason for selecting news paper media vehicle?

Geographic selectivity

High flexibility

High credibility

Strong audience interest

Longer copy

Cumulative volume discounts

Coupons and special response features

15. Agency involvement in media vehicle advertisement

a. No agencies are involved

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b. 25% Agencies, 75% Advertiser

c. Agencies and other partners somewhat involved

d. Media agency somewhat involved

e. The marketing manager makes the final decision

16. Which brand factor affects the different media vehicle?

Brand value

Brand share

Brand loyalty

17. Message oriented factors influencing the different media vehicles?

Advertisement unit

Message complexity

Message uniqueness

focused message

exposure of the message

18. Other factors affect the different media vehicle?

Target group

Frequency of usage

Audience attentiveness

Past experience

Budget

19. Message oriented factors that affect the media different media vehicle?

Theme of the advertisement

Photography of the advertisement

Slogans of the advertisement

Celebrity of the advertisement

20. What is the main message of advertisement?

Just trying to sell the product

Entice people to try the product

Big discounts cheaper than competition

Product quality

Brand awareness, trying to expose itself

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