Beruflich Dokumente
Kultur Dokumente
If youre online
Watching TV
Commuting
Talking about them etc.
1 Which brand was 2 Where did you see, 3 How did this 4 How much more likely are
it? hear, or experience it? experience you to choose this airline?
A. Delta Air Lines A. TV make you feel?
B. American Airlines B. Poster/Billboard 1) Very Negative 1) Much less likely to choose
C. United Airlines 2) Fairly Negative 2) Slightly less likely to choose
D. JetBlue C. Public place
3) Neutral 3) Neither more nor less likely to
E. Southwest Airlines D. Radio choose
4) Fairly Positive
F. Alaska Airlines E. Conversation 5) Very Positive 4) Slightly more likely to choose
G. Other
F. Newspaper 5) Much more likely to choose
G. Magazine
H. Sponsorship or charity
I. Airport
J. On the plane
K. Online (any device)
L. Other
Stage 3 after 7 days complete a short online survey well remind you how
1
Lets get started!
Detailed Instructions
For the next 7 days you are invited to become a researcher, sharing all the experiences
you have with airline brands. These include:
2 Where did you see, hear, or experience it? Tip: If you have any problems with
texting, you can add your experiences
3 How did this experience make you feel? straight into your diary at
www.mysmsdiary.com without texting us.
4 How much more likely are you to choose this airline?
Q1: Which brand Q2: Where did you see, Q3: How did this Q4: How much more
was it? hear, or experience it? experience make you likely are you to choose
feel? this airline?
A) Delta Air Lines A) TV 1) Very Negative 1) Much less likely to
2) Fairly Negative choose
B) American Airlines B) Poster/Billboard
3) Neutral 2) Slightly less likely to
C) United Airlines C) Public Place
choose
4) Fairly Positive
D) JetBlue D) Radio 3) Neither more nor less
5) Very Positive
E) Southwest E) Conversation likely to choose
Airlines F) Newspaper 4) Slightly more likely to
F) Alaska Airlines choose
G) Magazine
5) Much more likely to
G) Other H) Sponsorship or charity choose
I) Airport
J) On the plane
K) Online (any device)
L) Other
For example, if you saw a good advertisement for jetBlue on TV that made you feel fairly positive
but made you neither more nor less likely to choose that airline next time, you would text DA43.
If you forget to text and realize later, just send a text when you can. Better late than never!
Tip: Many of our participants find it very useful to print out the list of
codes so that they can text their experiences more conveniently.
Wed love to hear about experiences that youve had more than once in the week. For example, if you saw
the same TV ad more than once, then please text each time you see it. Or if its a poster you notice
regularly, please keep texting us about it!
Well send you occasional text reminders to keep you involved in texting in your experiences.
Heres a brief description of the different Occasions so you know what to text whenever you see, hear or
experience any of the brands on our list.
Name of
What it means
Occasion
A) TV Seeing the airline brand on TV. This could be a TV commercial, seeing the brand featured in a TV program,
sponsoring a program, on a news program, etc. We will ask you in the diary to specify what you have seen
B) Poster/Billboard A poster that you see in the street, on the bus, on a train, subway or somewhere else. It could also include
interactive or digital posters, posters in a stadium, or advertisements on taxis, buses, or other vehicles. Please
text us on each occasion that you notice the poster, even if its the same one that you keep passing. We will ask
you in the diary to specify and exactly what you have seen
C) Public place Other public displays that arent billboards such as banners, buildings, and branded taxis or buses.
D) Radio Hearing the airline brand on the radio. This could be a commercial, hearing the brand featured on a radio
program, on a radio news program, sponsoring a radio program etc. We will ask you in the diary to specify what
you have seen
E) Conversation Hearing someone (including yourself) talking about the airline to friends, family or work colleagues. (Please dont
include talking about this study!)
F) Newspaper Seeing the airline brand in a newspaper. This can be an ad in the paper, an article in the paper, a mention of the
airline in the travel section, etc.
G) Magazine Seeing the brand in a magazine. Either in an article or an ad in the magazine
H) Sponsorship or charity Seeing the airline brand as a sponsor for charity events/initiatives or at sporting events, conferences, cultural
events, or concerts, for instance, on posters, branded merchandise, on tickets, on uniforms.
I) Airport Seeing the airline while youre in the airport. This can be a flight operated by that brand (for instance, youre
walking past the gate); the check-in counter, advertising throughout the airport, etc.
J) On the plane If you flew on this airline, or a partner airline that displays a study airlines branding, or it was featured in an in-
flight video.
K) Online (any device) Accessing the internet through any internet connected device and seeing the brand anywhere on the internet. We
will ask you in the diary to specify exactly what device you were using and what you have seen, this could be a
pop-up, email or webpage.
L) Other Anything not covered into any of the other categories (you will get a chance to tell us more in the online diary)
This kind of information is so useful, rather than Saw ad for BRAND. It was funny and entertaining. Please give as
much detail as possible about your experiences!