Code Book

Q4. Do you pay attention to advertisements?

Male
Female

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2

Q5. Which medium of advertisement attracts your attention the most?

Print
Youtube
Television
Word of
Mouth

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2
3
4

Q6. Which form of an ad creates a greater impact on you?

Message
Oriented
Story Oriented
Action
Oriented
Comedy
Oriented

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2
3
4

Q7. Do you purchase a product if you feel it was advertised well?

Yes
No

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2

Q8. Do you think of the advertisement when you see the product?
Always
Very
Often
Someti
mes
Rarely

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2
3
4

Q9. Do you take part on the various contests announced in the advertisement?
Always
Very
Often
Someti
mes
Rarely
Never

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2
3
4
5

Q10. Which aspect of an advertisement is most desired?

Aesthetic
s
Theme
Message
Punch
Line

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2
3
4

Q11. Does an advertisement have a great impact on your purchase decision?

Strongly Agree
Agree
Disagree
Strongly
Disagree

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2
3
4

Q12. Do you skip an advertisement if you have an option too?

Always
Very
Often
Someti
mes
Rarely

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2
3
4

Q13. Do you read a Newspaper?

Yes
No

1
2

Q14. Which newspaper do you prefer reading?

TOI
Indian Express
Mint
The Business
Line
Business
Insider
Economic
Times
Business
Express

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2
3
4
5
6
7

Q15. How much time do you spend watching the Television in a day?
0 hours
1-2 hours
2-4 hours
More than 4
hours

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2
3
4

Q16. Do you use discount coupons printed in magazines, newspapers or distributed

freely?

Yes
No

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2

Q17. Does a celebrity endorsement affect your buying decision?

Yes
No

1
2

Q18. When your favorite celebrity stops endorsing a product, how much of an
influence does it have in your purchase decision?
0%-25%
25%50%
50%75%
75%100%

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2
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4

Q19. For how long do you remember an advertisement?

Few
Hours
A Day
A Week
Few
Weeks

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2
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4