APPENDIX A

VISUAL REPRESENTATIONS OF TALLIED SCORES

1 TEST I
1. First video (Dove Real Beauty Sketches)

Fig 1.1.1
My emotions were provoked in this ad

Fig 1.1.2
The advertisement speaks effectively about the product.

Fig 1.1.3
The advertisement is pleasing to watch.

Fig 1.1.4
I am not bothered to see this ad being played whenever I watch a
YouTube video.

Fig.1.1.5
The advertisement is interactive by means of a link embedded.

Fig 1.1.6
This ad makes me remember/ be aware of the product and the company
it advertises.

Fig 1.1.7
The ad attracts my attention.
I

Fig 1.1.8
I do not mind watching the whole advertisement play out in YouTube.

Fig 1.1.9
I feel compelled to buy the product after watching this ad.
2. Second video (Nestea Say YES)
Fi

g 1.2.1
My emotions were provoked in this ad.

Fi

g 1.2.2
The advertisement speaks effectively about the product.

Fig 1.2.3
The advertisement is pleasing to watch.

Fig 1.2.4
I am not bothered to see this ad being played whenever I watch a
YouTube video.

Fig 1.2.5
The advertisement is interactive by means of the link embedded

Fig 1.2.6
This ad makes me remember/ be aware of the product and the company
it advertises.

Fig 1.2.7
The ad attracts my attention.

Fig 1.2.8

I do not mind watching the whole advertisement play out in YouTube

Fig 1.2.9
I feel compelled to buy the product after watching this ad.

3. Third video (Eskinol on Wattpad: Face The Day 1)

Fig

1.3.1
My emotions were provoked in this ad.

Fig 1.3.2
The advertisement speaks effectively about the product.

Fig 1.3.3
The advertisement is pleasing to watch.

Fi

g 1.3.4
I am not bothered to see this ad being played whenever I watch a YouTube
video.

Fig 1.3.5
The advertisement is interactive by means of the link embedded

Fig

1.3.6
This ad makes me remember/ be aware of the product and the company it
advertises.

Fig 1.3.7
The ad attracts my attention.

Fi

g 1.3.8
I do not mind watching the whole advertisement play out in YouTube

Fig 1.3.9
I feel compelled to buy the product after watching this ad.

2. TEST II

Fig 2.1
I finished the ad and it is worth watching.

Fig 2.2
This ad appeals to my interest.

Fig 2.3
I can see myself skipping advertisements like these in YouTube.

Fig 2.4
I want to watch the video I clicked in YouTube and NOT this ad, therefore I do not see
how relevant showing ads like this.

Fig 2.5
I like how I can click the video and be directed to the product the ad advertises.

Fig 2.6
I was not interested in seeing the ad.

Fig 2.7
I was drawn to the commercial in the first 2-5 seconds.

Fig 2.8
I had seen the commercial on TV.

Fig 2.9
I would prefer to see in the a TV rather than on YouTube

Fig 2.10
I watched the whole advertisement with ease.

Fig 2.11
I wasnt impatient for the ad to be over.

Fig 2.12
I wanted to skip the ad as soon as I learned it is allowed.

Fig 2.13
I was not intrigued to watch the ad

Fig 2.14
The ad is very informative.

Fig 2.15
The ad is very eye-catching and attention-grabbing

Fig 2.16
I do not appreciate watching ads this long.

APPENDIX B
SUMMARIZED NUMERICAL DATA OF RESPONSES WITH WEIGHTED MEAN
TEST 1:
A. VIDEO 1
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9

SA (5)
1
32
17
32
13
7
20
23
21
7

A (4)
2

U (3)
3
36
48
42
41
52
47
38
24
24

20
21
17
23
31
15
18
26
33

D (2)
4
9
7
6
18
8
14
16
18
25

SD (1) WTD. AVE. TOTAL

5
3
3.85
100
7
3.61
100
3
3.94
100
5
3.39
100
2
3.54
100
4
3.65
100
5
3.58
100
11
3.26
100
11
3.47
100
TOTAL

B. VIDEO 2
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9

5
6
4
3
9
7
2
5
3

46
49
36
20
40
45
28
18
16

31
25
34
33
38
29
32
32
42

13
15
17
23
6
10
25
25
26

5
5
9
21
7
9
13
20
13

3.33
3.36
3.09
2.61
3.38
3.31
2.81
2.63
2.7

100
100
100
100
100
100
100
100
100
TOTAL

C. VIDEO 3
Q1
Q2
Q3
Q4
Q5
Q6
Q7
Q8
Q9

4
7
4
3
9
6
2
4
1

46
49
38
20
39
45
29
19
16

32
25
31
32
39
30
29
32
39

12
13
18
23
5
9
29
26
28

Table 1.1
Summarized Responses for Test I

6
6
9
22
8
10
11
19
16

3.3
3.38
3.1
2.59
3.36
3.28
2.82
2.63
2.58

100
100
100
100
100
100
100
100
100

TEST II RESPONSES

Q
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16

SA (5)
1
3
3
33
21
4
22
5
2
22
3
3
26
13
4
3
26

A (4)
2

U (3)
3

30
33
38
44
33
29
34
17
41
22
18
41
40
25
26
30

36
29
21
28
42
37
27
17
23
30
25
16
24
52
40
23

D (2)
4
21
22
8
5
12
11
23
46
7
24
29
15
17
13
21
17

SD (1)
5
10
13
0
1
9
1
11
18
7
21
23
2
6
6
10
4

(x) = WEIGHT
Table 1.2
Summarized Responses for Test II

WTD.AVE.
2.95
2.91
3.96
3.76
3.11
3.6
2.99
2.39
3.64
2.62
2.43
3.74
3.37
3.08
2.91
3.57

TOTAL
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100
100

APPENDIX C
FREQUENCY CHART

SA
A
U
D
SD
TOTAL

Q.1 My emotions were provoked in this ad

FREQUENCY
RELATIVE
FREQUENCIES
32
0.32
36
0.36
20
0.20
9
0.9
3
0.3
100
1.00

PERCENTAGE
32%
36%
20%
9%
3%
100%

Q.2 The advertisement speaks effectively about the product.

FREQUENCY
RELATIVE
PERCENTAGE
FREQUENCIES
SA
17
0.17
17%
A
48
0.48
48%
U
21
0.21
21%
D
7
0.7
7%
SD
7
0.7
7%
TOTAL
100
1.00
100%

SA
A
U
D
SD
TOTAL

Q.3 The advertisement is pleasing to watch

FREQUENCY
RELATIVE
PERCENTAGE
FREQUENCIES
32
0.32
32%
42
0.42
42%
17
0.17
17%
6
0.6
6%
3
0.3
3%
100
1.00
100%

Q.4 I am not bothered to see this ad being played whenever I watch a

YouTube video.
FREQUENCY
RELATIVE
PERCENTAGE
FREQUENCIES
SA
13
0.13
13%
A
41
0.41
41%
U
23
0.23
23%
D
18
0.18
18%
SD
5
0.5
5%
TOTAL
100
1.00
100%

Q.5 The advertisement is interactive by means of a link embedded.

FREQUENCY
RELATIVE
PERCENTAGE
FREQUENCIES
SA
7
0.7
7%
A
52
0.52
52%
U
31
0.31
31%
D
8
0.18
18%
SD
2
0.2
2%
TOTAL
100
1.00
100%
Q.6
This ad makes me remember/ be aware of the product and the company it
advertises.
FREQUENCY
SA
A
U
D
SD
TOTAL

20
47
15
14
4
100

RELATIVE
FREQUENCIES
0.20
0.47
0.15
0.14
0.4
1.00

PERCENTAGE
20%
47%
15%
14%
4%
100%

Q.7 The ad attracts my attention

FREQUENCY
SA
A
U
D
SD
TOTAL

23
38
18
16
5
100

RELATIVE
FREQUENCIES
0.23
0.38
0.18
0.16
0.5
1.00

PERCENTAGE
23%
38%
18%
16%
5%
100%

Q.8 I do not mind watching the whole advertisement play out in YouTube.
FREQUENCY

RELATIVE

PERCENTAGE

SA
A
U
D
SD
TOTAL

21
24
26
18
11
100

FREQUENCIES
0.21
0.24
0.26
0.18
0.11
1.00

21%
24%
26%
18%
11%
100%

Q.9 I feel compelled to buy the product after watching this ad

FREQUENCY
SA
A
U
D
SD
TOTAL

7
24
33
25
11
100

RELATIVE
FREQUENCIES
0.7
0.24
0.33
0.25
0.11
1.00

PERCENTAGE
7%
24%
33%
25%
11%
100%

Nestea Say YES commercial

B. Q.1 My emotions were provoked in this ad
FREQUENCY
SA
A
U
D
SD
TOTAL

5
46
31
13
5
100

RELATIVE
FREQUENCIES
0.5
0.46
0.31
0.13
0.5
1.00

PERCENTAGE
5%
46%
31%
13%
5%
100%

B.Q.2 The advertisement speaks effectively about the product.

FREQUENCY
SA
A
U
D
SD
TOTAL

6
49
25
15
5
100

RELATIVE
FREQUENCIES
0.6
0.49
0.25
0.15
0.5
1.00

PERCENTAGE
6%
49%
25%
15%
5%
100%

B.Q.3 The advertisement is pleasing to watch

FREQUENCY
SA
A
U
D
SD
TOTAL

4
36
34
17
9
100

RELATIVE
FREQUENCIES
0.4
0.36
0.34
0.17
0.9
1.00

PERCENTAGE
4%
36%
34%
17%
9%
100%

B.Q.4 I am not bothered to see this ad being played whenever I watch a

YouTube video.
FREQUENCY
SA
A
U
D
SD
TOTAL

3
20
33
23
21
100

RELATIVE
FREQUENCIES
0.3
0.20
0.32
0.23
0.22
1.00

PERCENTAGE
3%
20%
32%
23%
22%
100%

B.Q.5 The advertisement is interactive by means of the link embedded

FREQUENCY
SA
A
U
D
SD
TOTAL

9
40
38
6
7
100

RELATIVE
FREQUENCIES
0.9
0.39
0.39
0.5
0.8
1.00

PERCENTAGE
9%
39%
39%
5%
8%
100%

B.Q.6 This ad makes me remember/ be aware of the product and the

company it advertises.
FREQUENCY
SA
A
U
D
SD

7
45
29
10
9

RELATIVE
FREQUENCIES
0.6
0.45
0.30
0.9
0.10

PERCENTAGE
6%
45%
30%
9%
10%

TOTAL

100

1.00

100%

B.Q.7 The ad attracts my attention.

FREQUENCY
SA
A
U
D
SD
TOTAL

RELATIVE
FREQUENCIES
0.2
0.29
0.29
0.29
0.11
1.00

2
28
32
25
13
100

PERCENTAGE
2%
29%
29%
29%
29%
100%

B.Q.8 I do not mind watching the whole advertisement play out in YouTube
FREQUENCY
SA
A
U
D
SD
TOTAL

RELATIVE
FREQUENCIES
0.4
0.19
0.32
0.26
0.19
1.00

5
18
32
25
20
100

PERCENTAGE
4%
19%
32%
26%
19%
100%

B.Q.9 I feel compelled to buy the product after watching this ad.
FREQUENCY
SA
A
U
D
SD
TOTAL

RELATIVE
FREQUENCIES
0.1
0.16
0.39
0.28
0.16
1.00

3
16
42
26
13
100

PERCENTAGE
1%
16%
39%
28%
16%
100%

(Eskinol on Wattpad: Face The Day 1)

C. Q.1
FREQUENCY

RELATIVE
FREQUENCIES

PERCENTAGE

SA
A
U
D
SD
TOTAL

4
46
32
12
6
100

0.4
0.46
0.32
0.12
0.6
1.00

4%
46%
32%
12%
6%
100%

RELATIVE
FREQUENCIES
0.7
0.49
0.25
0.13
0.6
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.4
0.38
0.31
0.18
0.9
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.3
0.20
0.32
0.23
022
1.00

PERCENTAGE

RELATIVE

PERCENTAGE

C. Q.2
FREQUENCY
SA
A
U
D
SD
TOTAL

7
49
25
13
6
100

7%
49%
25%
13%
6%
100%

C. Q.3
FREQUENCY
SA
A
U
D
SD
TOTAL

4
38
31
18
9
100

4%
38%
31%
18%
9%
100%

C. Q.4
FREQUENCY
SA
A
U
D
SD
TOTAL

3
20
32
23
22
100

3%
20%
32%
23%
22%
100%

C. Q.5
FREQUENCY

SA
A
U
D
SD
TOTAL

FREQUENCIES
0.9
0.39
0.39
0.5
0.8
1.00

9
39
39
5
8
100

9%
39%
39%
5%
8%
100%

C. Q.6
FREQUENCY
SA
A
U
D
SD
TOTAL

6
45
30
9
10
100

RELATIVE
FREQUENCIES
0.6
0.45
0.30
0.9
0.10
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.3
0.20
0.32
0.23
022
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.9
0.39
0.39
0.5
0.8
1.00

PERCENTAGE

6%
45%
30%
9%
10%
100%

C. Q.7
FREQUENCY
SA
A
U
D
SD
TOTAL

2
29
29
29
11
100

3%
20%
32%
23%
22%
100%

C. Q.8
FREQUENCY
SA
A
U
D
SD
TOTAL

4
19
32
26
19
100

9%
39%
39%
5%
8%
100%

C. Q.9
FREQUENCY
SA
A
U
D
SD
TOTAL

RELATIVE
FREQUENCIES
0.6
0.45
0.30
0.9
0.10
1.00

1
16
39
28
16
100

PERCENTAGE
6%
45%
30%
9%
10%
100%

TEST II
Q1.
FREQUENCY
SA
A
U
D
SD
TOTAL

3
30
36
21
10
100

RELATIVE
FREQUENCIES
0.3
0.30
0.36
0.21
0.10
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.3
0.33
0.29
0.22
0.13
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.33
0.38
0.21
0.8
0

PERCENTAGE

3%
30%
36%
21%
10%
100%

Q.2
FREQUENCY
SA
A
U
D
SD
TOTAL

3
33
29
22
13
100

3%
33%
29%
22%
13%
100%

Q.3
FREQUENCY
SA
A
U
D
SD

33
38
21
8
0

33%
38%
21%
8%
0%

TOTAL

100

1.00

100%

RELATIVE
FREQUENCIES
0.21
0.44
0.28
0.5
0.1
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.4
0.33
0.42
0.12
0.9
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.22
0.29
0.37
0.11
0.1
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.5
0.34

PERCENTAGE

Q.4
FREQUENCY
SA
A
U
D
SD
TOTAL

21
44
28
5
1
100

21%
44%
28%
5%
1%
100%

Q.5
FREQUENCY
SA
A
U
D
SD
TOTAL

4
33
42
12
9
100

4%
33%
42%
12%
9%
100%

Q.6
FREQUENCY
SA
A
U
D
SD
TOTAL

22
29
37
11
1
100

22%
29%
37%
11%
1%
100%

Q.7
FREQUENCY
SA
A

5
34

5%
34%

U
D
SD
TOTAL

27
23
11
100

0.27
0.23
0.11
1.00

27%
23%
11%
100%

RELATIVE
FREQUENCIES
0.2
0.17
0.17
0.46
0.18
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.2
0.17
0.17
0.46
0.18
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.2
0.41
0.23
0.7
0.7
1.00

PERCENTAGE

RELATIVE

PERCENTAGE

Q.8
FREQUENCY
SA
A
U
D
SD
TOTAL

2
17
17
46
18
100

2%
17%
17%
46%
18%
100%

Q.8
FREQUENCY
SA
A
U
D
SD
TOTAL

2
17
17
46
18
100

2%
17%
17%
46%
18%
100%

Q.9
FREQUENCY
SA
A
U
D
SD
TOTAL

22
41
23
7
7
100

2%
41%
23%
7%
7%
100%

Q.10
FREQUENCY

SA
A
U
D
SD
TOTAL

FREQUENCIES
0.3
0.22
0.30
0.24
0.21
1.00

3
22
30
24
21
100

3%
22%
30%
24%
21%
100%

Q.11
FREQUENCY
SA
A
U
D
SD
TOTAL

3
18
25
29
23
100

RELATIVE
FREQUENCIES
0.3
0.18
0.25
0.29
0.23
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.26
0.41
0.16
0.15
0.2
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.13
0.40
0.24
0.17
0.6
1.00

PERCENTAGE

3%
18%
25%
29%
23%
100%

Q.12
FREQUENCY
SA
A
U
D
SD
TOTAL

26
41
16
15
2
100

26%
41%
16%
15%
2%
100%

Q.13
FREQUENCY
SA
A
U
D
SD
TOTAL

13
40
24
17
6
100

13%
40%
24%
17%
6%
100%

Q.14
FREQUENCY
SA
A
U
D
SD
TOTAL

4
25
52
13
6
100

RELATIVE
FREQUENCIES
0.4
0.25
0.52
0.13
0.6
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.3
0.26
0.40
0.21
0.10
1.00

PERCENTAGE

RELATIVE
FREQUENCIES
0.26
0.30
0.23
0.17
0.4
1.00

PERCENTAGE

4%
25%
52%
13%
6%
100%

Q.15
FREQUENCY
SA
A
U
D
SD
TOTAL

3
26
40
21
10
100

3%
26%
40%
21%
10%
100%

Q.16
FREQUENCY
SA
A
U
D
SD
TOTAL

26
30
23
17
4
100

26%
30%
23%
17%
4%
100%

APPENDIX D
RESPONSES

APPENDIX E
SAMPLE QUESTIONNAIRE
(questions found in the Google Survey online)
URL:
https://docs.google.com/forms/d/1Pyxi0K0OKtrcGkCmGQbx26dkIb3D0v6EUWUVTZYH7I/viewform
TEST I
A. Dove Real Beauty Sketches
Questions

5
Strongly
Agree

4
Agree

3
Uncertain

2
Disagree

1
Strongly
Disagree

5
Strongly
Agree

4
Agree

3
Uncertain

2
Disagree

1
Strongly
Disagree

1. My emotions were provoked in

the ad.
2. The advertisement speaks
effectively about the product.
3. The advertisement is pleasing
to watch.
4. I am not bothered to see this ad
being played whenever I watch
a YouTube video.
5. The advertisement is interactive
by means of a link embedded.
6. This ad makes me remember/
be aware of the product and the
company it advertises.
7. This ad attracts my attention.
8. I do not mind watching the
whole advertisement play out in
YouTube.
9. I feel compelled to buy the
product after watching this ad.

B. Nestle Nestea Say YES

Questions

2. My emotions were provoked in

the ad.
2. The advertisement speaks

effectively about the product.

3. The advertisement is pleasing
to watch.
4. I am not bothered to see this ad
being played whenever I watch
a YouTube video.
5. The advertisement is interactive
by means of a link embedded.
6. This ad makes me remember/
be aware of the product and the
company it advertises.
7. This ad attracts my attention.
8. I do not mind watching the
whole advertisement play out in
YouTube.
9. I feel compelled to buy the
product after watching this ad.
C. Eskinol on Wattpad: Face The Day Episode 1
Questions

3. My emotions were provoked in

the ad.
2. The advertisement speaks
effectively about the product.
3. The advertisement is pleasing
to watch.
4. I am not bothered to see this ad
being played whenever I watch
a YouTube video.
5. The advertisement is interactive
by means of a link embedded.
6. This ad makes me remember/
be aware of the product and the
company it advertises.
7. This ad attracts my attention.
8. I do not mind watching the
whole advertisement play out in
YouTube.
9. I feel compelled to buy the
product after watching this ad.
TEST II

5
Strongly
Agree

4
Agree

3
Uncertain

2
Disagree

1
Strongly
Disagree

Questions

1. I finished the ad and it is worth

watching.
2. This ad appeals to my interest.
3. I can see myself skipping
advertisements like these in
YouTube.
4. I want to watch the video I clicked
in YouTube and NOT this ad,
therefore I do not see how relevant
showing ads like these.
5. I like how I can click the video
and directed to the product the ad
advertises.
6. I was not interested in seeing the
ad.
7. I was drawn to the commercial in
the first 2-5 seconds.
8. I had seen the commercial on TV.
9. I would prefer to see in TV rather
than on YouTube.
10. I watched the whole
advertisement with ease.
11. I wasnt impatient for the ad to
be over.
12. I wanted to skip the ad as soon
as I learned it is allowed.
13. I was not intrigued to watch the
ad.
14. The ad is very informative.
15. The ad is very eye-catching and
attention-grabbing.
16. I do not appreciate watching ads
this long.

5
Strongl
y Agree

4
Agree

3
Uncertain

2
Disagree

1
Strongly
Disagree

APPENDIX F
Comparison of People of answered Strongly Agree

Question

1
2
3
4
5
6
7
8
9

Total Number of people who answered

Strongly Agree
First Video
Second
Third Video
(DOVE)
Video
(ESKINOL)
(NESTEA)
32
5
17
6
32
4
13
3
7
9
20
7
23
2
21
5
7
3

Table 1.3
Number of Respondents who answered Strongly Agree (SA)

4
7
4
3
9
6
2
4
1