QUESTIONNAIRE

General Information
Name
Address
Age
Gender
Religion
Marital status
Qualification
o Student
o Business
o Service
o House wife
o Others
Income
o Less than 10,000
o Between 10,000-30,000
o Above 30,000
A)
Q1) Family Size
 1
 2
 3
 4 & above

Q2) No of earning members in family

 1
 2
 3
 4 & above

Q3) Which newspaper do you read?

 Times of India
 DNA
 Indian express
 Mid day
 Any other

Q4) Do you own T.V?

 Yes
  No

Q5) How many hr do you watch T.V every day?

 Less than hr
 1-2 hrs
 More than 2hrs

Q6) Which magazine do you read?

 India Today
 Business India
 Star dust
 Any other

B)
S No. Statements Agree Disagree Can’t say

Q7 Advertising help in recalling the

brand name at the time of purchase.

Q8 I have repurchased the brand

mainly due to the advertising of
brands.

Q9 Most of the brands which I have

purchased for the first time are due
to the advertising of those brands.

Q10 I can recollect T.V advertising

quickly as compared to press
advertising for the same brand.

Q11 I feel repeated advertising increases

the cost of the product.

Q12 I would not have purchased any

cosmetic which are advertising if
they were not advertising.

Q13 Repetition of advertising for more

than 3 times a day on T.V is not
 necessary.

Q14 Advertising increases the value of

the brand.

Q15 Advertising increases the

awareness of the brand.

Q16 Most advertising are interesting

and informative.

C)
Q17) For which of the following cosmetics you can recollect T.V advertising?
 Ponds
 Lakme
 Fair & lovely
 Fairever

Q18) For which of the following cosmetics you can recollect press advertising?
 Ponds
 Lakme
 Fair & lovely
 Fairever

Q19) Which of the following cosmetics have you purchased because of their
advertising?
 Ponds
 Lakme
 Fair & lovely
 Fairever

Q20) Advertising of which of the following are very interesting & informative?
 Ponds
 Lakme
 Fair & lovely
 Fairever
Q21) Which of the following interesting & informative advertising influenced you to
purchase the brand?
  Ponds
 Lakme
 Fair & lovely
 Fairever

25. LITERATURE REVIEW AND RESEARCH HYPOTHESES

The impact of media context on advertising effectiveness has received considerable attention in the
research literature. Context effects have been approached in terms of differences in media content.
Furnham, Gunter, and Walsh (1998), for instance, compare advertising in entertainment television
shows versus news television shows. More generally, media context has been identified with the
concept of "involvement." For instance, Norris and Colman (1992) inserted ads in different types of
magazine sections and varied the involvement of the sections. Feltham and Arnold (1994) compared
participants who were highly involved in a program with those who were not involved. These and other
studies (e.g., Assmus 1978; Aylesworth and MacKenzie 1998; Danaher and Mullarkey 2003; De
Pelsmacker, Geuens, and Anckaert 2002; Goldberg and Gorn 1987; Krugman 1983; Lloyd and Clancy
1991; Lord and Burnkrant 1993; Lynch and Stripp 1999; Winick 1962) point to the existence of media
context effects and the need to understand these effects in terms of psychological reaction to the
medium.

Involvement, however, is a very loose construct when used to describe media contexts. Andrews,
Durvasula, and Akhter point out that "involvement is ... controversial due to the many different
proposals and ideas for conceptualizing ... and measuring the involvement construct" (1990, p. 27).
They give an extensive literature review of different ways that the construct has been operationalized.
Marc (1966) defines magazine involvement as how disappointed a person would be "should the
magazine stop publication." Adapting television involvement scales for magazines and newspapers,
Tipps, Berger, and Weinberg (2006) measure three factors labeled informational value, emotional
connection, and concentration/diversion. Other streams of research, including work on the Elaboration
Likelihood Model (ELM), also offer a variety of different operationalizations. In the most extensive
review of such work, Johnson and Eagly (1989) can only conclude that the underlying construct is
defined generally as a motivational state that implicates the self-concept in a desired outcome, in
other words, personal relevance.

Important things