QUESTIONNAIRE CONSENT FORM

M.Sc. International Strategic Marketing UNIVERSITY OF GLASGOW

I, __________________(participants name), understand that I am being asked to participate in a questionnaire activity forming a part of Asim Farooqs dissertation as required by the University of Glasgow. It is my understanding that this questionnaire has been designed to gather information regarding the following topic: Advertainment or Advergames: which is more effective in inducing consumer purchase behavior in the UK? I have been provided with general information about this project and understand that this questionnaire will be conducted in person/by phone/by e-mail/on the internet and will take approximately twenty minutes of my time to complete. Furthermore, I understand that my participation is completely voluntary and I have the right to decline participation without consequence. I understand that any information I provide will be kept confidential, will be used for the purposes of this dissertation only and will not be used to in any way to identify me. All the answers will be kept in a secure environment and the results will be offered in the form of a final dissertation available to me at my request. If I were to decline my participation at a further time, the data gathered will be destroyed. I understand that the results gathered will ONLY and EXCLUSIVELY be used for the purposes of this research further to which there are no risks involved in participating in this activity. I have read the information provided above and by signing below and returning this form, I am consenting to participate in this research. Participants Name: Date: Signature: ________________________ ________________________ ________________________

Student Name: Asim Farooq Course Name: Dissertation Telephone Number: 0044-784-8190-388 E-mail Address: 2055904F@student.gla.ac.uk

PART 1: RESPONDENT DETAILS

Kindly encircle the option you choose. Respondents Gender: 1. Male 2. Female Respondents Age: 1. 18-24 2. 25-29 3. 30-34 4. 35-39 5. 40 and onwards

Which source of entertainment do you spend the most time on? 1. TV Shows and/or Movies 2. Video Games (PC, Consoles, Online) 3. I do not watch television or play video games

Do you generally understand the concept of product placement? 1. Yes 2. No

Product Placement: it is an advertising strategy in which commercial products or brands are placed in television shows, movies, videos, songs, play and video games etc. for financial gain.

Please proceed further. Thank you!

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PART 2: ADVERTAINMENT
1. How many hours of television do you watch per day? Less than one hour 1 to 2 hours 3 to 4 hours 4 to 5 hours More than 5 hours 2. I would form a negative perception about a brand seeing it in television shows and movies if it were placed for advertising purposes. Strongly agree Agree Neutral Disagree Strongly Disagree 3. I would avoid watching TV shows and movies if I were aware that brands are placed in it for advertising purposes. Strongly agree Agree Neutral Disagree Strongly Disagree 4. I would prefer TV shows and movies without product placement. Strongly agree Agree Neutral Disagree Strongly Disagree 5. The practice of product placement within television shows and movies should not be allowed. Strongly agree Agree Neutral Disagree Strongly Disagree
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6. Manufacturers are misleading the audience by disguising brands as props in television shows and movies. Strongly Agree Agree Neutral Disagree Strongly disagree 7. I don't mind if brand name appears in television shows and movies. Strongly agree Agree Neutral Disagree Strongly Disagree 8. Product placements in television shows and movies would make me want to buy the product. Strongly agree Agree Neutral Disagree Strongly Disagree 9. Product Placements in television shows and movies might make me want to use the product if associated with my favorite celebrity(s). Strongly Agree Agree Neutral Disagree Strongly disagree

Please proceed further. Thank you!

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PART 3: ADVERGAMES
1. Which medium of video gaming do you prefer? PC Sony PlayStation Microsoft Xbox

2. How many hours do you spend gaming per day? Less than one hour 1 to 2 hours 3 to 4 hours 4 to 5 hours More than 5 hours 3. I would form a negative perception about a brand seeing it in video games if it were placed for advertising purposes. Strongly agree Agree Neutral Disagree Strongly Disagree 4. I would avoid playing a particular video game if I were aware that brands were placed in it for advertising purposes. Strongly agree Agree Neutral Disagree Strongly Disagree 5. I would prefer video games without product placement. Strongly agree Agree Neutral Disagree Strongly Disagree

6. The practice of product placement within video games should not be allowed. Strongly agree Agree Neutral Disagree Strongly Disagree 7. I do not mind if brand names appear in video games. Strongly agree Agree Neutral Disagree Strongly Disagree 8. Product placement in video games would make me want to buy the product. Strongly agree Agree Neutral Disagree Strongly Disagree 9. Product Placement in video games might make me want to use the product if associated with my favorite character(s) or video game(s). Strongly Agree Agree Neutral Disagree Strongly disagree

Please proceed further. Thank you!

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PART 4: ATTITUDE TOWARDS PRODUCT PLACEMENT

10. Product Placements are adverts in disguise Strongly agree Agree Neutral Disagree Strongly Disagree 11. Most people would be influenced by the brands they see in television programs or video games. Strongly agree Agree Neutral Disagree Strongly Disagree 12. Television audiences are subconsciously influenced by the brands they see in programs or video games. Strongly agree Agree Neutral Disagree Strongly Disagree 13. I prefer product placements rather than traditional advertising. Strongly Agree Agree Neutral Disagree Strongly disagree

Please proceed further. Thank you!

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PART 5: PREFERRED TYPE OF PRODUCT PLACEMENT Product placement varies in terms of how it appears to the audience in general. There are three primary types of product placements used in within the digital entertainment medium which are explained as follows: Screen Placement: where the product is simply and obviously placed in the background of a particular scene without any mention whatsoever; Script Placement: where the product is mentioned by a character in a manner of dialogue for example, do you want to go get a Starbucks? Plot Placement: where the product is actually used by a character in such a way that it displays one or multiple qualities of the product for example, I need some energy. Lets go to Starbucks.
14. Which form of product placement is acceptable to you? Screen Placement Strongly Agree Agree Neutral Disagree Strongly Disagree Script Placement Strongly Agree Agree Neutral Disagree Strongly Disagree Plot Placement Strongly Agree Agree Neutral Disagree Strongly Disagree

15. Would you be likely to notice if a product is placed using one of the aforementioned placement techniques? Yes No

You have successfully filled up the questionnaire. Kindly go through your answers one more time and make changes, if any. Your honesty is much valued. We really appreciate your participation. Thank you!
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