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. Abo e 55 years 3. !"s#ness e$per#ence a. Less than 5 years b. 6-15 years c. 16-25 years d. Abo e 25 years 4. Ann"al #ncome a. Less than 5 la%hs b. 5 la%hs & 15 la%hs c. 15 la%hs & 25 la%hs d. Abo e 25 la%hs

5. 'ype of respondents a. (eta#l shops b. )otels and resta"rants c. *n# ers#t#es+ colleges and schools d. (eal estates e. ,ther man"fact"r#ng and ser #ce #nd"str#es 6. -$pect#ng mar%et scale a. Local b. (eg#onal c. .at#onal d. Global /. Le el of b"dget for promot#onal act# #t#es a. Lo0 b. Med#"m c. )#gh 1. Most preferred ad ert#s#ng med#"m a. .e0spapers

b. Maga2#nes c. 'ele #s#ons d. (ad#o e. ,"tdoors

f. 3nternet g. ,thers 4. (eason for select#ng tele #s#on med#a eh#cle5 )#gh reach )#gh fre6"ency potent#al Lo0 cost per contact )#gh #ntr"s#on al"e 7"al#ty creat# e opport"n#t#es 8egmentat#on poss#b#l#t#es thro"gh cable o"tlets 19. (eason for select#ng rad#o med#a eh#cle5 (ecall promoted .arro0er target mar%ets Ad m"s#c can match stat#on:s programm#ng )#gh segmentat#on potent#al Fle$#b#l#ty #n ma%#ng ne0 ads Able to mod#fy ads to f#t local cond#t#ons Mob#le people carry rad#os e ery 0here ;reat# e opport"n#t#es 0#th m"s#c and other so"nds 11. (eason for select#ng o"tdoor med#a eh#cle5 Able to select %ey geograph#c areas Access#ble for local ads Lo0 cost per #mpress#on !road reach )#gh fre6"ency on ma<or comm"ter ro"tes Large+ spectac"lar ads poss#ble 12. (eason for select#ng #nternet med#a eh#cle5
3

;reat# e poss#b#l#t#es 8hort lead t#me to send ads 8#mpl#c#ty of segmentat#on )#gh a"d#ence #nterest on each 0eb s#te -as#er to meas"re responds d#rectly 13. (eason for select#ng maga2#ne med#a eh#cle5 )#gh mar%et segmentat#on 'argeted a"d#ence #nterest by maga2#ne =#rect responded techn#6"e )#gh color 6"al#ty A a#lab#l#ty of spec#al feat"res Long l#fe (ead d"r#ng le#s"re t#me 14. (eason for select#ng ne0s paper med#a eh#cle5 Geograph#c select# #ty )#gh fle$#b#l#ty )#gh cred#b#l#ty 8trong a"d#ence #nterest Longer copy ;"m"lat# e ol"me d#sco"nts ;o"pons and spec#al response feat"res 15. Agency #n ol ement #n med#a eh#cle ad ert#sement a. .o agenc#es are #n ol ed b. 25> Agenc#es+ /5> Ad ert#ser c. Agenc#es and other partners some0hat #n ol ed d. Med#a agency some0hat #n ol ed
4

e. 'he mar%et#ng manager ma%es the f#nal dec#s#on 16. ?h#ch brand factor affects the d#fferent med#a eh#cle5 !rand al"e !rand share !rand loyalty 1/. Message or#ented factors #nfl"enc#ng the d#fferent med#a eh#cles5 Ad ert#sement "n#t Message comple$#ty Message "n#6"eness foc"sed message e$pos"re of the message 11. ,ther factors affect the d#fferent med#a eh#cle5 'arget gro"p Fre6"ency of "sage A"d#ence attent# eness @ast e$per#ence !"dget 14. Message or#ented factors that affect the med#a d#fferent med#a eh#cle5 'heme of the ad ert#sement @hotography of the ad ert#sement
5

8logans of the ad ert#sement ;elebr#ty of the ad ert#sement 29. ?hat #s the ma#n message of ad ert#sement5 A"st try#ng to sell the prod"ct -nt#ce people to try the prod"ct !#g d#sco"nts cheaper than compet#t#on @rod"ct 6"al#ty !rand a0areness+ try#ng to e$pose #tself