IBRAHIM MATWAWALA

Ad effectiveness
The objective of this study is to understand and optimize marketing communication basis testing.

Questionnaire

1. Please type your full name.

______________________

2. Family annual income in inr ₹

 Less than 1,20,000
 1,20,000 to 1,99,999
 2,00,000 to 3,99,999
 4,00,000 to 5,99,999
 Over 6,00,000
3. Please see this video using earphones twice before you start survey!

4. Have you seen this ad before?

 Yes
 No
 Maybe
If yes and may be continue to q5. Else go to q6.
5. Where have you seen this ad?
 Tv
 YouTube
 Facebook
 Instagram
 Other…
IBRAHIM MATWAWALA

ENGAGEMENT – ENJOYMENT

6. How much would you enjoy watching this advert each time you see?

ENGAGEMENT –INVOLVEMENT SCALE

7. Click the one which applies most to the advert.

 Pleasant
 Interesting
 Boring
 Irritating
 Other:
8. Which one of these applies most to the advert
 Soothing
 Distinctive
 Dull
 Unpleasant

ENGAGEMENT – STANDARD BRANDING

9. Thinking about the advert you’ve just seen for make my trip. Which one of the phrases below
applies to this advert?
 I couldn't help but remember it was for make my trip
 It is quite good at making you remember it is for make my trip
 It is just okay at making you remember it is for make my trip
 It could have been for any brand
 It could have been for almost anything

ENGAGEMENT – BRAND CUES

10. If the logo and package/product were taken out of this advert, how easily could you tell it was
for make my trip?
 Very easily
 Quite easily
 Not very easily
 Not at all easily
IBRAHIM MATWAWALA

MOTIVATION – USAGE
11. Click on the phrase which applies to your use of Make My Trip.

 Use make my trip most often Go to q.12

 Use make my trip regularly

 Use make my trip from time to Go to q.13

time

 Tried make my trip in the past

 Heard of make my trip but never Go to q. 14

tried it/them

 Never heard of make my trip

before

MOTIVATION – PERSUASION
12. How will the advert affect your use of MMT?
 Strongly encourages me to continue USING MAKE MY TRIP

 Encourages me to continue USING MAKE MY TRIP

 Makes no difference

 Makes me less likely to continue USING MAKE MY TRIP

13. How will the advert affect your use of MMT?

 Makes me much more likely to consider choosing MAKE MY TRIP again

 Makes me a little more likely to consider choosing MAKE MY TRIP again

 Makes no difference

 Makes me less likely to choose MAKE MY TRIP again

14. How will the advert affect your use of MMT?

 Makes me much more likely to try MAKE MY TRIP in the near future

 Makes me a little more likely to try MAKE MY TRIP in the near future

 Makes no difference

 Makes me less likely to try MAKE MY TRIP in the near future

MOTIVATION – PERSUASION IN PRICE CONTEXT

15. Having seen the advert, would you say it is worth BUYING BRAND…?
 Even if it cost more than other BRANDS
 Only if it cost the same as other BRANDS
 Only if it cost less than other BRANDS
IBRAHIM MATWAWALA

MOTIVATION – CALL TO ACTION

16. Having seen the advert, how likely would you be to …. ?

 Speak to friends and family about Make My trip
 Visit the website
 Find out more about MMT
 Enter the competition
 Find out more about the Deals
 VISIT THE MMT's FACEBOOK/SOCIAL MEDIA PAGE/USE THE HASHTAG IN THE AD/OR INSERT
OTHER DESIRED SOCIAL MEDIA RESPONSE
 Search for ads for the MMT online
 Search for the brand online
 Blog about the brand online
 Other…

MOTIVATION – BRAND APPEAL

17. How did the advert make you feel about MMT? The advert made MMT seem . . .
 A little more appealing
 It didn't change my feelings about MMT
 A little less appealing
 Much less appealing

BRAND ASSOCIATIONS – STICK IN MIND (STAND-OUT)

18. Having seen this advert, what do you think will stick in your mind?
_____________________

DIAGNOSTICS – STORY

19. Please type in everything that happened in the advert, starting at the beginning, including what
you saw and heard, and how it all fitted together.
________________________________________
________________________________________
________________________________________

ENGAGEMENT – DISTINCTIVENESS OF AD
20. How different is this advert to other advertising that you have seen?

 It’s very different to any other advertising

 It’s quite different to any other advertising
 It’s not very different to other advertising
 It’s not at all different to other advertising
IBRAHIM MATWAWALA

ENGAGEMENT – BRAND CUES UNAIDED

21. Apart from the BRAND NAME/LOGO AND PACKAGE/PRODUCT, what made you realize that it
was an advert for BRAND?
_________________________

CREDIBILITY
22. How strongly do you agree or disagree that what the advert puts across about MMT is
believable?

NEW INFORMATION
23. How much new information does the advert give you about MMT?

 A lot of new information

 Some new information
 No new information
 No information at all

BRAND DIFFERENCE
24. How strongly do you agree or disagree that the advert makes you think this brand is really
different from others?

BRAND ASSOCIATIONS – MAIN AIDED IMPRESSION

25. Which one of these impressions did the advert give you most strongly about the MMT?
 Best Price Guarentee
 Cheaper deal
 Double the difference back
 Download MMT App.

BRAND ASSOCIATIONS – SLOGAN RECOGNITION

26. Please type in any slogan you remember from the advert. ___________________
IBRAHIM MATWAWALA

27. Type in everything you Liked about the advert here. __________________
28. Type in everything you Disliked about the advert here. ________________

ADDITIONAL QUESTIONS – CELEBRITY RECOGNITION

29. Do you recognize the CELEBRITY/PERSONALITY/CHARACTER in the advert?

 Yes
 No
 Maybe
30. The CELEBRITY in the advert was Ranveer Singh & Alia Bhatt. How suitable do you think they are
for advertising MMT?

 Very suitable
 Quite suitable
 Not very suitable
 Not at all suitable

ENGAGEMENT –VIRAL

31. Is this an advert that you would tell other people about?
 Definitely
 Possibly
 No

ENGAGEMENT – PASS ALONG

32. If you saw this advert online, would you send it to someone so they could watch it?
 Definitely
 Possibly
 No

ENGAGEMENT – STOP AND WATCH

33. Please imagine you are changing the channels on TV or surfing on internet, how likely would you
be to stop and see the advert?

 Very likely
 Quite likely
 Not very likely
 Not at all likely

DIAGNOSTICS –TALK BACK

34. If you could talk to the people who made the advert, what would you say about it?
________________
IBRAHIM MATWAWALA

ENGAGEMENT – BRAND INTEREST

35. How interested are you in hearing about MMT
 Very interested  Quite interested
 Not at all interested  Not very interested