Perception and Advertising : Shanice

Perception and Advertising : Shanice

Page One

Perception and Advertising Effectiveness Study

Purpose: This questionnaire is for academic purposes and is part of a study regarding the effectiveness of billboard advertising. This advertising questionnaire is part of a class project designed to teach Brooklyn College graduate students about marketing research and advertising.

Methodology: Graduate students at Brooklyn College are asking people to complete the questionnaire below regarding advertising, but the students are not required to complete the questionnaire. Each student has a unique questionnaire link and receives credit for the number of people who complete their questionnaire.

Those who complete the questionnaire are also being asked to forward the questionnaire link to their friends and family so they can also complete the questionnaire. This is an important part of our research methodology that is intended to increase the number of questionnaires completed. We greatly appreciate you requesting others to participate in this study and providing them with the questionnaire link for this study.

Types of Questions: You are asked to answer several survey questions about billboard advertising and we ask for some demographic information, such as gender, age, ethnicity and religion, so that we can accurately describe the group of people who participate in the study. The survey will take less than 10 minutes to complete.

Risks: No risks or discomforts are anticipated from taking part in this study. If you feel uncomfortable with a question, you can skip that question or withdraw from the study altogether. If you decide to quit at any time before you have finished the questionnaire, your answers will NOT be recorded.

Participation: This questionnaire is for academic purposes. Your participation is voluntary and the extent of your participation is the completion of this survey. Your identity is not known and each survey is submitted anonymously. Your participation is not required, but greatly appreciated.

If you have concerns or questions about this study please contact Prof. Myles Bassell at mbassell@brooklyn.cuny.edu

Please forward this link to your friends / family and ask them to also forward to their friends / family.

http://www.surveygizmo.com/s3/1052703/Perception-and-Advertising-Shanice

Billboards are large posters:

on the top of buildings
on the side of buildings, buses, trains, and trucks
at bus stops, subway stations, and train platforms
above the seats on buses and trains
at sports stadiums and arenas

1. BRAND: To what extent is the brand being advertised an important consideration in choosing to pay attention to a billboard (large poster)?

2. PRODUCT: If the product being advertised on a billboard is one that you are currently looking to purchase, to what extent is that an important consideration in choosing to pay attention to a billboard?

3. Billboards: Indicate the extent to which you agree with the following statements.

Space Cell	Strongly Agree	Agree	Somewhat Agree	Disagree	Strongly Disagree	Not Sure
There are many billboards in the city I live.
I have noticed billboards on the top of buildings in the city I live.
A billboard will grab my attention if it is for a BRAND name I recognize.
A billboard will grab my attention if it is for a type of PRODUCT I have purchased.
A billboard will grab my attention if it is for a BRAND I have purchased.
A billboard will grab my attention if it offers a solution to a problem I have.

4. Gender: What is your gender?

5. Age: How old are you? Enter the number. For example, 37

6. Billboards: How would you describe your level of liklihood to pay attention to a billboard?

7. Education: Please indicate your highest level of education

8. Nation: Please indicate the name of the nation, country or island in which you live

9. State: If you live in the United States of America (U.S.A.) click on --Please Select-- to choose the state in which you live

10. City: If you live in the United States of America (U.S.A.), click --Please Select -- to choose the city in which you live

11. City: If you do not live in the United States of America (U.S.A.) or your city was not included in the list provided in the question above, please enter the name of the city in which you live

12. Country: Click --Please Select-- and choose the country in which you live

13. Billboards: Indicate the extent to which you agree with the following statements.

Space Cell	Strongly Agree	Agree	Somewhat Agree	Disagree	Strongly Disagree	Not Sure
If I see a billboard several times I am more likely to remember the brand being advertised.
If I see a billboard too often I stop paying attention to the billboard.
If I see a billboard several times I am more likely to understand the message of the advertisement.

14. Ethnicity: Click on --Please Select-- to indicate which country you were born. If the country is not listed then select "Other".

15. Ethnicity: Mother - Click on --Please Select-- to indicate which country your Mother was born. If the country is not listed then select "Other".

16. Ethnicity: Father - Click on --Please Select-- to indicate which country your Father was born. If the country is not listed then select "Other".

17. Billboards: Indicate the extent to which you agree with the following statements.

18. Region: What region of the world do you live?

19. Country: How many years have you lived in the country where you currently live? Enter the number, for example 18

20. Year of Birth: Click --Please Select-- to choose the year of your birth.

21. Billboard: Indicate the extent to which you agree with the following statements.

Space Cell	Strongly Agree	Agree	Somewhat Agree	Disagree	Strongly Disagree	Not Sure
I notice a billboard if ... the subject is relevant to me.
I notice a billboard if ... the subject is something I consider to be important.
I notice a billboard if ... it is advertising a PRODUCT that I use.
I notice a billboard if ... it is bigger than other billboards it is next to.
I notice a billboard if ... it uses vibrant colors.
I notice a billboard if ... it is advertising a BRAND that I purchase.
I notice a billboard if ... it appears in an unexpected place.

22. Contact Information: (optional)

First Name

Last Name

Title

Company Name

Street Address

Apt/Suite/Office

City

State

Postal Code

Country

Email Address

Cell Phone Number

Fax Number

Mobile Phone

URL

23. Comments? Feedback? Suggestions?

Space Cell

Strongly Agree

Somewhat Agree

Strongly Disagree

The number of times I previously saw a billboard is one factor that determines how much exposure to a particular billboard I accept.

My past exposure to a billboard influences whether I decide to notice a billboard.

I am more likely to notice a billboard that satisfies a current need I have.

I am less likely to notice a billboard that suggests my purchase of a particular product was a mistake.

I am less likely to notice a billboard that suggests that my usage of certain products is harmful to my health.