Questionnaire on the Covert Advertising and Impact on Consumers Attention in

Barangay Magugpo South, Tagum City

Male Female
Name (Optional):__________________________ Gender:

Direction: Check (/) and rate yourself honestly based on the marketing mix strategy
5 Strongly Agree This means that covert advertising is very much effective.
4 Agree This means that covert advertising is much effective.
3 Uncertain This means that covert advertising is moderately effective.
2 Disagree This means that covert advertising is less effective
1 Strongly Disagree This means that covert advertising is not effective.

A. Information about product 5 4 3 2 1

As a viewer
1. I able to get information about products with a
good quality because it is being shown in the
movie.
2. I able to get information about product because
Ive seen the brand without interrupting my
viewing of movie.
3. I able to get information about products/services
they offer because it being viewed in the movie.
4. I able to get information about products because a
benefit of a product was being highlighted in the
movie.
5. I able to get information about products because it
is being use by the actor/actress in the movie.

B. Freedom of choice
As a viewer
1. I have freedom of choice to the brand because
Ive seen the brand without interrupting my
viewing of movie.
2. I have freedom of choice to the brand because
Ive seen the brand was positively mentioned in
the movie.
3. I have freedom of choice to the brand because it is
being advertised while I was enjoying the movie.
4. I have freedom of choice to the brand because
Ive seen the qualities or a benefit of the product
was being highlighted in the movie.
5. I have freedom of choice to the brand because the
brand is used in the movie.
 C. Consumers attention
As a viewer
1. I was attracted to a brand shown in a movie
because it was being use in the movie.
2. I was attracted to a brand shown in a movie
because it was positively mentioned by the
celebrity.
3. I was attracted to a brand shown in a movie
because it was being advertised while I was
enjoying the movie.
4. I was attracted to a brand shown in a movie
because the qualities or benefits of the product
were highlighted in the movie.
5. I was attracted to a brand shown in a movie
because it was endorsed in the movie.

5 Strongly Agree This means that covert advertising is very much effective.
4 Agree This means that covert advertising is much effective.
3 Uncertain This means that covert advertising is moderately effective.
2 Disagree This means that covert advertising is less effective
1 Strongly Disagree This means that covert advertising is not effective.

A. Awareness
As a consumer I was aware of a brand because
1. The brands were used by the celebrity in the
movie.
2. The brand was positively mentioned by the
celebrity.
3. The brand was being advertised while I was
enjoying the movie.
4. The qualities or benefits of the product were
highlighted in the movie.
5. The product of the brand has a nice packaging.
B. Brand recognition
As a consumer I recognized the brand because

1. The brands were used by the celebrities in the

movie.
2. The brand was positively mentioned by the
celebrity in the movie.
3. The brand was being advertised while I was
enjoying the movie.
4. The qualities or benefits of the product were
highlighted in the movie.
5. The brand was used in the movie.
 C. Developing Conviction
As a consumer it encourages me to buy products
1. Because it was being use by the lead actor in the
movie.
2. Because it was positively mentioned by the
celebrity in the movie.
3. Because qualities or benefits of the product were
highlighted in the movie
4. Because it has shown that the product has a nice
quality.
5. Because the product is being advertised in the
movie.
D. Encourages order
As a consumer I am encourage to buy because
1. It was used by the celebrity in the movie.
2. It was positively mentioned by the celebrity in the
movie.
3. The qualities or benefits of the movie were
highlighted.
4. I was attracted to a brand shown in a movie.
5. The product is being advertised in the movie.