• APPENDIX A - MEDIA DEFINITIONS PROVIDED TO RESPONDENTS

APPENDIX A - MEDIA DEFINITIONS PROVIDED TO RESPONDENTS
addRessed Mail inTeRneT poinT of sale (in shop)
Television
Any advertising or promotional offer that Includes all advertising or promotional Any advertising or promotional offer that
Any advertising or promotional offer that is
you receive as a piece of mail from an material contained on web sites. This is visible inside a shop or other outlet such
aired/seen/screened on any TV station.
organisation (including letters and includes ‘pop ups’ and banner ads. as a bank. This includes window displays,
Radio newsletters that contain advertising or posters, signs, stickers, staff badges and
promotional offers), which is addressed to eMail instore tasting.
Any advertising or promotional offer that is
aired/heard on any radio station. you personally. Includes all advertising/promotional offers
TeleMaRkeTing
received by way of an email. These may be
newspapeRs UnaddRessed Mail straight text or include design graphics. Any advertising or promotional offer made to
Any advertising or promotional offer that you via a phone call.
Any advertising or promotional offer that
you receive as a piece of mail from an sMs/TexTing
is seen/read in any newspaper (including
community newspapers). organisation that is not personally addressed Includes all advertising or promotional offers
to you. It may have your address but does delivered via short message service (text
Magazines not have your name. Examples include flyers, messages) received by you on your mobile
brochures, coupons, catalogues (not phone(s) from organisations and includes
Any advertising or promotional offer that is
personally addressed). your mobile service provider.
seen/read/smelt/sampled in any magazine.
oUTdooR aMbienT Media
CineMa
Advertising or promotional material visible Includes all advertising or promotional offers
Any advertising as part of a movie/film
on: delivered via café cards, street theatre,
(screened prior to, during or after a movie
• Billboards (located on buildings or stands) people handing out leaflets, sidewalk signs,
screening). This includes movie trailers
• Public vehicles i.e. buses, taxis, trains, pavement art, sky banners, people holding
promoting other movies.
planes signs out on the street etc where the
• Bus shelters/train stations/airports. objective of this activity is to communicate
an advertising message or promotional offer.
APPENDIX B - ATTITUDES TO MEDIA Note: Results for ‘None’ and ‘Don’t Know’ not shown
key
addressed Mail
ambient Media
xx Highest score
Telemarketing
Unaddressed
point of sale
sMs/Texting
newspapers
xx 2nd Highest score
Magazines
xx 3rd Highest score
outdoor
internet
Cinema
Radio
email
Mail
aTTiTUde sTaTeMenT
Tv
I have control over which advertisements I pay attention to 70% 77% 53% 49% 65% 67% 18% 34% 35% 32% 19% 28% 36% 25%
It’s friendly and familiar 56% 47% 44% 28% 26% 36% 13% 15% 5% 5% 3% 10% 18% 3%
Good for big brands to promote themselves 82% 65% 49% 18% 42% 48% 25% 28% 15% 6% 5% 13% 22% 6%
I am more likely to trust the advertising or the company/brand that advertises on this medium 48% 38% 26% 30% 10% 24% 8% 7% 3% 2% 1% 3% 14% 1%
Advertisers who use this medium care more about reaching me personally 16% 12% 11% 64% 9% 8% 3% 2% 3% 15% 7% 2% 9% 4%
The advertising is annoying and irritating 33% 6% 30% 13% 26% 7% 24% 8% 31% 39% 30% 10% 8% 56%
Makes me feel close to the brand/company 17% 9% 7% 36% 6% 7% 3% 1% 1% 5% 2% 1% 6% 0%
Makes me feel like a valued customer 5% 4% 3% 66% 2% 3% 1% 1% 1% 9% 3% 1% 8% 2%
For powerful advertising that touches my emotions 54% 11% 12% 13% 3% 11% 7% 5% 1% 2% 0% 1% 3% 1%
Ads are fun and entertaining 68% 11% 29% 3% 5% 15% 14% 11% 2% 1% 1% 6% 3% 1%
I can share the information from the ads with others 48% 43% 28% 23% 29% 28% 9% 8% 10% 12% 6% 6% 9% 3%
There is too much advertising in this medium 64% 17% 39% 7% 32% 20% 15% 7% 21% 18% 8% 6% 4% 24%
I get surprised by the creative/unexpected use of this medium for advertising 39% 7% 13% 3% 5% 8% 6% 11% 4% 2% 3% 7% 3% 2%
The ads are an important and valued part of my daily or regular routine 13% 15% 9% 7% 12% 5% 1% 3% 1% 2% 0% 1% 2% 0%
The ads are where I can access them when I need them 15% 49% 10% 22% 32% 28% 2% 3% 19% 8% 2% 2% 8% 1%
This medium gets me actively involved 13% 14% 9% 14% 12% 7% 1% 2% 8% 4% 2% 2% 6% 3%
Good for providing prices and details 27% 58% 15% 33% 55% 23% 2% 4% 19% 8% 2% 3% 18% 2%
Provides me with information and promotions about products/services before I shop 57% 67% 34% 36% 65% 31% 5% 9% 13% 5% 2% 6% 13% 2%
The advertising is cheap and nasty 8% 7% 12% 4% 25% 3% 7% 5% 14% 18% 12% 8% 3% 23%
The advertising is more likely to open my mind to new ideas 45% 30% 18% 20% 24% 26% 4% 8% 7% 4% 1% 5% 9% 2%
I don’t want the advertising 19% 5% 19% 10% 17% 6% 21% 10% 29% 36% 32% 10% 6% 50%
Has advertising that makes me feel more connected to the world 41% 27% 19% 9% 8% 17% 4% 5% 9% 3% 1% 2% 3% 1%
Has advertising that makes me feel more connected to my community 14% 48% 25% 13% 18% 8% 4% 8% 2% 2% 1% 5% 5% 1%
I look forward to the advertising with anticipation 6% 7% 4% 8% 18% 5% 2% 2% 1% 1% 1% 1% 1% 1%
Has advertising that I keep or until I need it for reference 2% 31% 3% 32% 44% 21% 1% 1% 8% 7% 2% 1% 2% 1%
Advertising in this medium gets in the way 31% 7% 22% 8% 17% 8% 20% 8% 24% 26% 20% 7% 4% 29%
I’m more inclined to read, listen to or watch advertising on this medium 58% 48% 33% 33% 37% 30% 10% 9% 6% 5% 2% 4% 10% 1%
I value the advertising 21% 24% 12% 22% 22% 13% 3% 3% 3% 3% 1% 2% 6% 1%
It’s where I expect important public messages for everyone 67% 72% 51% 16% 14% 9% 3% 8% 4% 2% 1% 2% 4% 1%
The advertising is more likely to hold my attention 48% 28% 14% 24% 18% 16% 7% 6% 3% 3% 1% 2% 6% 1%
I remember the advertising longer because in this medium it has more impact on me 53% 23% 16% 20% 15% 13% 4% 6% 2% 2% 1% 2% 4% 1%
I can do other things while absorbing the advertising in this medium 50% 11% 48% 5% 8% 6% 3% 10% 4% 2% 2% 5% 5% 1%
I usually avoid advertising in this medium 18% 7% 17% 7% 17% 11% 14% 9% 30% 33% 26% 12% 7% 43%
The advertising in this medium is more likely to influence me/encourage me to buy 43% 37% 18% 32% 37% 22% 4% 5% 4% 3% 1% 3% 12% 1%