QUESTIONNAIRE

Covert Advertising is a unique advertising method through which branded product or

brand name is placed in movies, television shows or even sports, which is visible to
consumers without any distraction. For e.g. Mahindra FLIGHT, AIR INDIA, AIRTEL being
used in “3 IDIOTS” is an e.g. of covert advertising in movie. Similarly, KITKAT being
shown in Dance India Dance is eg in reality show.

SECTION A

1. Do you watch reality TV shows? (Please tick mark) Yes No

2. Please Rank the following different types of reality shows in order of your preference
on a 7 point scale? Where 1= like the most & 7 = like the least

a) Singing
b) Dancing
c) Dating
d) Game reality shows
e) Reality Chat shows
f) Hidden camera/ Drama type
g) Other__________________________

3. Name the reality show you regularly watch.

______________________________________________________________________________________
_______________________

4. Which of the following reality shows you have watched? (Multiple ticks allowed)
Dance India Dance Rakhi ka Swayamvar
Dance Premier League Splitsvilla
Music ka Mahamukabla MTV Roadies
Perfect bride Big Boss
Pati Patni aur Woh National Bingo Night
Tere Mere Beech Mein Dus Ka Dum

Any
Other____________________________________________________________________________________
_

5. Have you noticed any of the following product brands in these reality shows? (Multiple
ticks allowed)
LUX Harpic
Pond’s Dettol
Fem Bleach Kohinoor Rice
Munch Mountain Dew
Maggi noodles Neutrogena
Nokia Garnier fructis
Vodafone Kitkat
Tata Docomo Vediocon washing machine
 Red Label Tea Kishan jam
Mr. Muscle Power cleaner Spraymint

Any
other_________________________________________________________________________________
____________

6. Please mention the name of the product brand/ brands you have noticed the most
number of times?
_______________________________________________________________________________

7. Do you know that this is one form of advertising method on television? Yes
No
8. Do you know that this form of advertising is known as Covert Advertising? Yes
No
9. From where did you come to know about covert advertising? (Please tick any one)
a) Self awareness
b) Friends
c) Family
d) just now while filling the questionnaire
e) Other Source_____________________

10. Please indicate your level of agreement with each of the following statements on a 5 point scale. where 1 =
strongly disagree, 5 = strongly agree

STATEMENTS 1 2 3 4 5
strong disagr neutr agre strong
ly ee al e ly
disagr agree
ee
Covert Advt. is a good alternative to
traditional advertising.
Needless focus on brands in reality shows should
be avoided
Covert advertisements generates
curiosity about the product being
advertised
This form of advertising irritates me
Brands make television programs more realistic
It is an unethical form of advertising
I generally notice Covert Adv. in reality
shows
I hardly ever remember brands shown during the
program, once program is over.
If the brand is familiar to me I remember it even
later
I discuss about such ads with others
Brands should not be allowed to appear within
T.V. programs
It is a good way to know about ongoing/in
fashion brands
I never think of purchasing brands just because
they appeared in Reality T.V. shows

11. Will you purchase any product after watching Covert Advertising in reality shows?
(Tick any one)
a) Definitely will not buy
b) Probably will not buy
c) Neutral
d) Probably will buy
e) Definitely will buy
12. Please rank the following factors on a 5 point ranking scale that might affect your
purchase behavior in order of your preference. Where 1= most important & 5=
least important

STATEMENTS Ranking
The reality show’s popularity
Celebrities using the products in such shows
Creativity/ New idea for message delivery
The strong image of product brand itself
The repeated exposure of the brand in such shows

13. Have you purchased any product after watching Covert Advertising in reality shows?
Yes No

14. If yes, then which category of product have you purchased?

a) FMCG b) Foods & Beverages c) Automobiles d) Electronic Goods
e) Others

15. Please name the product brands you have purchased.

______________________________________________________________________________________
_______________
16. Mark your opinion towards the idea of movie promotion in reality shows.
 a) Excellent
b) Good
c) Neutral
d) Bad
e) Very Bad
17. According to you which of the following factors should be highlighted to promote the
movie through Covert Advertising in reality shows? (Rank on 5 point scale, Where 1=
most important & 5= least important)

a) Movie Concept d) New technology used in movie

b) Movie Stars e) Any other_______________________
c) Music of the movie

SECTION- B

DEMOGRAPHIC INFORMATION:-
• Name of the Respondent
(optional)____________________________________________________
• Gender: Male Female
• Age group: Between 18-25 26-35 36-45 40 & Above
• Education level: SSC HSC Graduate Post
Graduate
• Family size: < 3 members 3-5 members > 5 members
• Occupation: Student Professional Business person
SelfEmployed Housewife

• Income:< Rs.20,000 Rs.20,000- 40,000 Rs.40,000-60,000

> Rs60,000