Media Influence, Brand Awareness and Ethics - Research Paper Example

Media Influence, Brand Awareness and Ethics Introduction Advertising through technology communication systems in today’s global marketing has been widely used by marketers and promotion agents to reach consumers. This is because of the ability of technology to reach the consumers fast and in a dramatic manner that attracts attention. In such advertisements, the youth and children has been their main target after women (Okazaki 172). The purpose of this research is to bring into sight the impact of mass media advertising in purchase decision making among the young people and children. It will also examine the ethical implication of advertising luxurious brands on the study group under examination. To start with, children like buying what they are told to through adverts. They make buying decisions based on whatever they watch on Television and internet (Hoyer 101). Owing to this fact, companies make huge returns out of trust bestowed on their products by these young minds. Nowadays, ads can virtually be accessed everywhere, in residential rooms on televisions, classrooms via the internet as students browse and in buses as they travel from one destination to another. Essentially, adverts have invaded virtually everywhere with less regard to messages they carry and the impact posed on the audience. For instance, adverts on luxurious brands such as alcohol, cigarettes among other products eventually reach youth and children whom they end up using these products out of curiosity (Hoyer, 15). Worse still, such ads are in most cases staged by famous celebrities such as musicians, actors, athletes, footballers among other successful personalities. This makes the youth and children buy the products because they want to identify with such personalities. Personality as a contributing factor to buying will as well be discussed for purposes of finding out if it determines buying decisions among the youth. 2. Method Early researchers have found interesting trends in international advertising and marketing (Okazaki 177). In one of the studies conducted in Singapore on the impact of advertising on brand selection and use the researchers found that life styles and consumption habits of young people between the ages of 12 to 20 were based on what they watch on adverts (Hoyer 63). It also emerged that such persons would most likely use luxurious brands such as soft and alcoholic drinks with less regard to the negative implication such drinks had on their health (Pride 291). In addition, those youth who identified with various personalities had a tendency of copying their behaviours such as dressing, walking styles and jewelry (Pride 285). 2.1 Participants Data analyzed in this research is collected from a survey conducted on children between the ages of 7 and 21 years. This population was targeted owing to the fact that within the bracket early and late adolescence would be captured as a driving force towards decision making on purchase of products. It also samples an age bracket with identity crisis and as such would like to use brands advertised by their favorite celebrities as mentioned earlier in this paper. The sample group were all school going children mostly high school students. A draft of questionnaire was used to capture data. It was tested in advance for errors on clarity and ambiguity then amended accordingly. This was done by interviewing ten students averagely aged 14 years. This was the average of the sampled population for the research. 2.2 Materials Questionnaires were circulated to students during class time and were individually filled by students using a pen and paper system. In total, 170 questionnaires were issued but only 150 were completely filled. The remaining 20 were either not submitted or half filled and as a result were not included in the analysis. The rate of questionnaire response was 89%. 3. Results The results of the total number of hours that they spent watching advertisements on television and internet were tabulated as follows Total Number of respondents 20 53 40 37 150 Hours spent on Television 3 4 6 5 18  Hours spent on Internet 4 5 3 4 16   Television Internet Average hours spent 4.5 4 Variance 0.7 0.3 Standard Deviation 2 1 Minimum hours spent 3 3 Maximum hours spent 6 5 4. Discussion From the data presented, it was evident that the respondents spent on average 4 hours 30 minutes on watching television and 4 hours on the internet. The questionnaire was drafted in a manner that would capture on advertisement viewing and questions that assessed on decisions to buy ideas from the ads. The questionnaire summarized by requesting hour frequent they visit the internet and what type of data they access whenever they surf. The responses to questions were measured on a five point score board with those giving positive responses scoring high as this were taken to indicate a positive position towards the construct. This survey was conducted to ascertain the influence of media advertising and brand awareness on purchasing with special references the young people and children. The researcher would further suggest ethical implications of advertising luxurious brands on the same group. As it emerged from the survey, media advertising attracts enormous attention among the youth and children towards purchasing. In fact, over 70 % of the youth and children admitted that they surf the internet for purposes of finding out new products in the market such as toys, drinks, clothes and shoes (Hoyer, 19). It was also evident from the research that they had a strong affinity towards spending to get these products. It is vital to note that advertising companies conduct their advertisements through the internet and other media channels for purposes of reaching out to a large population as possible. However, they should be wary about the end user. This is because at the end of the day, they spoil young minds with harmful contents which go along way affecting quality of their minds. This study indicated that the respondents were interested in getting information about the brand, buying and using with much disregard about the quality and side effects. This is probably due to their tender age and innocent minds. 5. Conclusion In conclusion, media advertising of luxurious brands of beer continue to receive worldwide criticism. Such adverts have stretched their target audience and have recently targeted teenagers. Although factors such as use of alcohol by parents, peer pressure and mass media are thought to be the major contributors to consumption of alcohol by the youth, media factor plays the greatest role. For example, beer companies often use celebrities and successful personalities to stage their adverts and because young people would like to identify themselves with success, they end up buying the idea that alcohol consumption is okay oblivious of the awaiting implications. Generally, advertising through various forms of media should be carried out in a manner that the target audience is clearly made aware of the implications (OShaughnessy 17). Parents too have a role to play in supervising what their children get from the media all the time. In addition, they should advise them accordingly otherwise, such adverts may go along way into damaging future generations. Questionnaires as filled by respondents 1) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 2) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 3) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 4) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 5) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 6) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 7) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 8) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 9) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 10) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 11) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 12) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 13) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 14) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 15) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 16) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 17) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 18) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 19) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 20) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 21) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 22) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 23) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 24) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 25) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 26) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 27) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 28) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 29) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 30) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 31) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 32) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 33) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 34) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 35) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 36) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 37) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 38) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 39) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 40) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 41) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 42) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 43) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 44) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 45) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 46) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 47) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 48) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 49) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 50) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 51) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 52) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 53) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 54) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 55) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 56) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female 57) Media Influence Questionnaire 1. How many hours have you watched television in the past week? (Shade) 3 4 5 6 or more 2. How many hours have you spent browsing the internet in the past week? (Shade) 3 4 5 6 or more 3. How acceptable you think advertisements related to tobacco, alcohol use and gambling are? (Shade) 1 (not acceptable at all) 2 (somewhat acceptable) 3 (no opinion/ neither acceptable or unacceptable) 4 (somewhat acceptable) 5 (completely acceptable) 4. Age (Shade) a, 7-11 b, 12-14 c, 15-16 d, 17-18 e, 19-20 5. Gender (Shade) Male Female Works cited Hoyer, Wayne D, and Deborah J. McInnis, Consumer Behavior; Mason, OH: South-Western, 2008. Print. Okazaki, Shin taro: Advances in Advertising Research: Vol. 2. Wiesbaden: Gabbler, 2011. Internet resource OShaughnessy, John, and Nicholas J. OShaughnessy: The Marketing Power of Emotion. New York: Oxford University Press, 2002. Print. Pride, William M, and O C. Ferrell: Foundations of Marketing. Australia: South-Western, Cengage Learning, 2013. Print. Read More