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Dear Participant,
Sincere thanks for participating in my survey. I really value your time and effort. The results of this survey will help me completing my Master. So, I really do appreciate the time you are taking to complete it. This survey focuses on two aspects:
Ranking the appeals used in advertising (like: Rational Emotional, Musical, Moral,) according to their effect on attaching the advertised brand to the consumer’s memory. ( In 4 sections)
Detecting what is the most effective advertising appeal on the Egyptian’s psychological needs. (In 1 section)
(The survey will take 10 min. On avarege to be completed)
Once again, thank you for agreeing to answer this survey. I really do appreciate it!
Confidentiality Statement
Your survey responses will be kept as strictly confidential. The data from this research will only be reported in aggregate form. Nothing related to your real IDENTITY will appear in the response sheet. All your information will be coded and will remain confidential.
If you have questions at any time about the survey’s confidentiality or the procedures, you may contact '[email protected]' |
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* Part One: General Questions (5 questions)
Please answer the following general questions about you and your company:
(Q1)I am
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| * (Q3) At home, how many hours do you stay in front of your TV? |
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| * (Q4) By how much percent do you participate in making your purchasing decisions? |
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| * (Q5 )How often do you do your shopping by yourself? |
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* Part Two: The following questions are asking about the different ways of advertisements’ message delivery and acceptance to you as buyer (33 questions)
First section:
The Rational Appeal: The Rational appeal depends on convincing the customer rationally through the product’s features, price, or distinctive product features. It includes:
A) Product Feature Appeal: The advertisements are characterized as being highly informative.
(Q6)While watching an Ad, I prefer to know exactly what the real effects and safety terms of the product are on my health
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| * (Q7) While watching an Ad, I do care about the different models & colures of the advertised product and the contents of each. |
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* B) Competitive advantage: The advertisements are characterized by comparing the product with competitors and advertiser try to present his product superior than any other on one or more attributes.
(Q8 )I value how unique and exclusive the advertised product is.
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* (Q9)One of my concerns is how easy the advertised product could be copied.
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* C)Favorable price: The advertisements are characterized by presenting price offers and advertisers are trying to make their prices the least you can pay for this product.
(Q10) I compare my brand’s price to others.
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| * Q11) Price offers shouldn’t affect the brand image. |
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* D) News about brand or its producer: The advertisements are characterized by presenting news or announcements about the product or the company that dominates the advertisement.
(Q12)Any news about a brand or its producer in an Ad should be important to me as a buyer.
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(Q13)Any news about a brand or its producer in an Ad fulfills my curiosity as a buyer.
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* Second section:
Emotional appeal: The emotional appeal depends on reaching the customer through his/her psychological and social needs for purchasing that certain product or service .It includes:
A) Humor: The advertisements uses laughter and comedy as a tool
(Q14)I prefer to see a favorable comic Actor/Actress in a comic Ad. |
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| * (Q15)After watching a comic Ad, I memorize well the comic situation later. |
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| * (Q16) Comic Ads creates good mood. |
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* B) Fear: The advertisements uses warnings & threats of some sort of danger
(Q17)Ads that contain bad situations trigger my cautions to avoid those situations.
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| * (Q18) Using shocking or sever harmful models in an ad convince me with “the emergency of use” for that product/service. |
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* C) Nurture: The advertisements presenting a caring and support situation (e.g. Feeding, help, support, console, protect, comfort, nurse, heal).
(Q19)I like Ads that have Kids in it.
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| * (Q20) Using a good sample of guidance in an Ad is trust worthy. |
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* D) Affiliation: The advertisements are presenting a situation of a good company (e.g. romance, warm family or friends).
(Q21)Physical features and Behaviors of the role models (clothing, physique & gestures) in the Ad affect my judgment about the advertised product.
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| * (Q22) Contextual features (e.g. camera effects) make a big impact on Ad making. |
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* E) Pride: The advertisements uses the feeling of achievements, prominence & domination
(Q23) I like the ads that present Achievement situations (e.g. winning or being the boss or being special).
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* (Q24)Using comparisons of status in an Ad is interesting.
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* Third section:
Musical Appeal: Where Advertisements depend mainly on Music and/or songs.
A) Entertainment: The mood created by the music or the song used in an Ad.
(Q25)While watching TV, music in Ads can change my mood.
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* B) Structure: instruments & notes used in the musical ads.
(Q26) I can distinguish the instruments played in an Ad’s song.
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* C) Lyrical language: the way the message in a musical ad is said.
(Q27) I find myself repeating a song of an Ad with the same type of language I usually use.
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D) Memorability: relating the ad to well-known song
(Q28) I like Ads that play their messages on well-known or old songs.
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* E) Targeting: designing the Ad to certain age and lifestyle
(Q29)I prefer a certain type of music when it’s used in an Ad.
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* Fourth section:
Public Service Appeal: Moral appeals directed to consumers’ sense of what is right and proper.
A) Incentive behind the Advice: The motivator or the bonus behind taking the advice
(Q30)I am interested in watching Ads that promote for a better community.
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* (Q31)I am interested in watching Ads that contain warnings from bad habits and talking about their danger.
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* B) Source of the advice: The person recommending or verifying the advice.
(Q32)I feel good when I see Celebrity making a public service in an Ad.
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| * (Q33)I get the Idea when an Expert specialist or an Organization leader (e.g. hospital Manager) talks about the public service in an Ad. |
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C) Evidence of the advice: The indicators that certify and prove the advice goodness.
(Q34) Statistics & documentation should be shown in a public service Ad. |
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| * (Q35) Case examples and testimonials are a good proof in a public service Ad. |
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* Fifth section:
Consumer psychology: is the human response to information and experiences related to a product or a service.
A) Attention and Memory Recall.
(Q36)When an ad attracts my attention it stays in my memory.
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* B) Involvement and Attitude.
(Q37)When I find a situation in an Ad similar to one I passed by, it makes me feel the product/ service experience and that changes my attitude towards it.
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* C) Beliefs change and Taking actions.
(Q38) When I know something new from an Ad about a product/service that changes my impression towards it and makes me buy or even ask about it.
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