2 Samsung TV Screens Fieldwork conducted at Heathrow Airport T1: 34 respsT3: 43 respsT5: 21 respsFace-to-face questionnaire7th – 22nd October 2010Measurement and Recall of:-TV Screens AwarenessSamsung Brand attributionSamsung Brand Values Test
3 “The screens are sponsored by an electronics company “The screens are sponsored by an electronics company. Do you know which company sponsors them?”Prompt: “The screens were sponsored by Samsung, do you remember now?”Base: Those who recalled the screens
4 “What would you like to watch on the plasma/LCD screens?” 75% wanted to watch BBC News 24%Prompted show-cardBase: Those who recalled the screens
5 89% of all respondents think the screens a good idea “Do you think it is a good idea to have a plasma/LCD screen to watch TV programmes on in this area?”68%212189% of all respondents think the screens a good idea
6 “If you were buying a TV, how likely would you be to consider Samsung having seen the TV screens?” 402727%
7 “Here are some comments made about the Samsung TV screens “Here are some comments made about the Samsung TV screens. Do you agree or disagree?”Agree%This type of sponsorship gives Samsung more prestige93%The sponsorship indicates they are market leaders53%The sponsorship indicates they care about their customers33%I feel closer to Samsung as they are spending money providing entertainment for travellers20%
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