3: primary research 2. Part A

Questionnaire

1)      How old are you?

2)      What is your gender?

Female                       Male

3)       What do you think makes an advert memorable?

Characters                The music                  The product              Other

4)      Would you rather watch an animated advert or one with real people in?

Animated                  Real people

5)      What catches your attention in an advert?

Facts and figures                 Funny              Images                       Logo               Music

6)      Do you think you’re more likely to remember and advert if it has a catchy jingle?

Yes                  No

7)      Does it matter if the advert doesn’t relate to the product? e.g. Cadbury’s Gorilla.

Yes                  No

Why?

 8)     If the advert is good, are you likely to buy or develop a liking or greater liking for the product?

Yes                  No

If you answered no, why not?

 9)      What do you think is the most important part of selling a product?

The slogan                 The logo                     The advert                 The product

10)  Would you still watch an advert if it wasn’t aimed at you?

Yes                  No

11)  What do you think makes a bad advert?

12)  What do you think makes a good advert?

Results

I asked 5 boys between the ages of 14 to 18 to answer the above questionnaire, here are the results:

3)      What do you think makes an advert memorable?

Characters: 3                        The music: 2

4)      Would you rather watch an animated advert or one with real people in?

Animated: 2              Real people: 3

5)      What catches your attention in an advert?(pick 2)

Funny: 5                      Images: 3                   Music: 2

6)      Do you think you’re more likely to remember and advert if it has a catchy jingle?

Yes: 5

7)      Does it matter if the advert doesn’t relate to the product? E.g. Cadbury’s Gorilla.

Yes: 3              No: 2

Why? 

Y: all answers referred to not knowing what the product was

N: the brand is already big enough; people aren’t stupid they can remember things

8)      If the advert is good, are you likely to buy or develop a liking or greater liking for the product?

Yes: 4              No: 1

If you answered no, why not?

I don’t like marmite; I don’t care how good the advert is I’m still not eating it.

9)      What do you think is the most important part of selling a product?

The advert: 4             The product: 1

10)  Would you still watch an advert if it wasn’t aimed at you?

Yes: 5  

           

11)  What do you think makes a bad advert?

Doesn’t make sense; isn’t funny; lots of talking; when they try to hard; when they dub the voices

12)  What do you think makes a good advert?

Celebrity endorsement; action; characters with catchphrases; good vs. Evil when the good guy wins; babes