Questionnaire compiled responses

1) Age range

10-20 : 15
20-30 : 1
30-40 : 1

2) Gender

Male: 6
Female: 11

3) 'Roughly how much television do you watch per week?' (in hours)

0-5: 2
5-10: 10
10-20: 5

4) 'What channels would you say you watch the most?' (responses 1-4 reversed and added together to give scores e.g. No.1 choice given 4 points, No.4 choice given 1 point)
Top FOUR channels highlighted.

BBC1: 23 points

BBC2:8 points

BBC3: 14 point

BBC4: 0 points

ITV1: 14 points

ITV2: 0 points

Channel4: 42 points

E4: 35 points

More4:0 points

Five: 0 points

Music Channels: 16 points

Dave: 7 points

Sky Premier: 1 point

Horse and Country: 4 points

Living TV: 4 points

Virgin 1: 2 points

5) 'Mostly, what do you do when adverts come on?'

Keep watching: 1
Change Channel: 6
Go away, do something, come back: 10

6) "Do you think TV adverts at the moment are more 'creative' or more 'generic'?"

Lines divided into 8 incremental sections of 12.5% each (lowest is 'generic'). Determined number of marks within each section. Essentially calculated the percieved percentage of creativity in TV adverts.

0%-12.5% section: 1
12.5%-25% section: 0
25%-37.5% section: 2
37.5%-50% section: 1
50%-62.5% section: 5
62.5%-75% section: 4
75%-87.5% section: 3
87.5%-100% section: 1

7) 'On a scale of 1-5(1 high and 5 low), how important do you think originality is in TV advertising?

1: 7
2: 6
3: 2
4: 2
5: 0

How far do you agree with the following statements?

8) Adverts which are creative sell more products

Strongly Agree: 1
Agree: 14
Neutral: 1
Disagree:1
Strongly disagree: 0

9) Adverts that stick to tried and tested formulas are more likely to appeal to wider audiences

Strongly Agree: 0
Agree: 3
Neutral: 6
Disagree: 8
Strongly disagree: 0

10) Many 'original' adverts are actually similar re-workings of existing adverts

Strongly Agree: 0
Agree: 8
Neutral: 7
Disagree: 2
Strongly disagree: 0

11) Have you consciously bought a product after seeing it advertised on TV?

Yes: 11
No: 6

12) If 'yes' what products have you bought?
Products categorised into price bands, some poeple mention more than one.

Products costing £0-£10: 7 - consisting mostly of food products
Products costing £10-£500: 12 - consisting mainly of cosmetics, CD's DVD's and games, but also a mobile phone.
Products costing over £500 : 2 - Containing a laptop computer and apple iphone (expensive mobile phone)

13) Which three of these TV advertising strategies do you think sells products the most?
(Scored according to methods in question 4). Top FOUR strategies highlighted

Sex and Sexuality: 4 points
Celebrity endorsement: 13 points
Comparison to other products: 8 points
Unique selling point: 27 points
Jingles: 8 points
Slogans: 20 points
Special effects: 6 points
Music: 12 points
Quality of acting: 3 points.