Executive Summary: To Whom It May Concern



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Executive Summary:

To Whom It May Concern,


The Asus Eee PC T91MT multi-touch netbook is an ultra compact, simple solution for those who want the flexibility of touch screen input. Its 8.9-inch multi-touch display resolution rotates 180 degrees and folds back over the keyboard, transforming it from a netbook into the world’s smallest and slimmest tablet PC.


Our media plan will showcase the versatility of the T91-MT by introducing the features that are most important to the largest audience. Technology gurus and educational institutions will be a major focus of the campaign as it fits the target demographic perfectly.

Our radio campaign will focus on technology talk shows on Sirius Satellite radio along with in-store closed circuit radio from major stores such as Best Buy.

Our Television campaign will focus on technology and news channels like CNN and MSNBC to introduce the product to media consuming adults. The target demographic of CNN and the ASUS T91-MT has been found to be very similar. This will ensure maximum return on advertising dollars.

Our internet campaign will heavily target the top five technology blogs and websites including engadget.com and gizmodo.com. Their large media consuming audience will be targeted specifically.

Our print media campaign will focus largely on the top five technology magazines like PC World and Computer Shopper. We will also be targeted the Wall Street Journal news publication.

We believe our detailed campaign will expose your product to the largest audience of the technology buying public. We have found that the potential purchasers of the ASUS T91-MT will largely be heavy media consumers looking for portable ways of keeping in touch with family and working on the go.

Sincerely,

David McCabe, Account Manager


John Doe Advertising Agency

Business Letter:



Business Letter: ASUS T91 MT multi-touch netbook

June 06, 2010


John Doe Advertising
123 Main Street
Morgantown, WV 26505

Dear AsusTek,

First of all we would like to personally thank you for choosing John Doe Advertising for your marketing and promotion needs. Please see the attached promotional packet.

In order to achieve the marketing and promotional goals we spoke about, our team has put together a comprehensive strategy. We plan to market your product heavily during the upcoming shopping season utilizing internet advertising on major technology web publications.

Also, we will utilize print media in the top five technology magazines beginning March 2010. This will continue through May 2010 and then pick up again in August 2010 through October 2010.

Our team has worked extremely hard to accomplish each and every goal as we continue to build a strong relationship between Asus and John Doe Advertising.

Any questions or concerns can be directed to me personally at 1-800-JOHN-DOE or dmccabe@johndoeads.com.

Sincerely,


David McCabe


Account Manager

Introduction to Media Plan:

Client's history: 
ASUS is a computer parts manufacturer founded in 1990 in Taiwan and makes products ranging from motherboards, laptops, netbooks, servers, cell phones, graphics cards, and other computer parts. This growing company not only makes consumer products, but also manufactures computer parts for other computer vending companies such as Hewlett Packard and IBM. ASUS has worked in conjunction with a variety of other companies to provide quality notebook computers and equipment for projects around the world and beyond. R&K, an electronics supplier for aeronautic missions, worked with ASUS in order to provide computers for the MIR space station. The company has also provided equipment to flawlessly work in extreme conditions at the north and south poles, atop Mount Everest, and in lifesaving helicopter flights with CareFlight.

Situation Analysis:

Strengths- internal strengths of the company and product include the product itself. The product provides many features appealing to the target audiences. The product also provides consumers with a way to develop brand loyalty to ASUS because of this strong product. The product's small, compact size is appealing for on-the-go users like college and university students or businesspeople. The low price point and high quality product features are another strength because many computers that are this small and portable do not have as many features, and many products in the market that have this many features have much higher price points. This allows the T91 to be much more accessible to consumers.

Weaknesses- With the limited distribution of ASUS products currently employed, the desired market reach is difficult to achieve. Also, because of the limited distribution, the target market has limited brand awareness, making it difficult to reach them.

Opportunities- Because the T91 has many desirable, new, and distinguishing features, other companies, such as Best Buy, will seek to partner with ASUS because of the opportunities presented by this new product. This will allow ASUS to use the reputations of other companies in order to build its own and grow its customer base. ASUS also has an advantage over other companies in the same industry because of its low price point.

Threats- Because of the growing popularity of touch screen products, other manufacturing companies are continually developing newer and better products. In order for the ASUS T91 to stay atop the market, the brand must be well positioned in the consumer's mind and be persistent in its advertising campaign.

Marketing Mix

  • Price: $499 for the basic product

  • Product: Eee PC T91 MT multi-touch netbook is a small notebook computer with a multi-touch interface for finger-driven computing right on the netbook's screen.

    • Product Specifications

      • Swivel screen

      • 8.9 inch screen, measured diagonally

      • 1.33GHz Intel Atom Z520 Processor

      • 1GB, 533MHz DDR2 Memory

      • Intel GMA 500 (integrated) Graphics

      • Windows XP Home operating system

      • 2.1 pounds

      • Multi-touch interface

      • 1 inch thick

  • Placement: The company does not currently offer a direct-buy option

    • Indirect purchase option through third party retailers such as Amazon.com, Best Buy.com, Best Buy stores, and others. Amazon and Best Buy will be the officially licensed retailers for ASUS, although CompUSA, Newegg.com and others will offer the product as well in order to widen the distribution of ASUS products and increase brand awareness.

  • Promotion:

    • Because this product category is fairly new and the multi-touch interface is a new feature in netbooks, promotion should be plentiful in order to get the target market aware of the product and raise brand awareness. Promotional tools will include a new advertising campaign for wider market reach and promotional events.

    • Advertising campaign- this will include print ads in magazines targeting college-age men and women and businesspeople such as Business Week, Forbes, Newsweek, TIME, Cosmopolitan, Glamour, ELLE, Men's Health, Sports Illustrated and Maxim. Print ads will be the main focus in the advertising campaign because it is an effective way to target a specific market segment. Along with print ads, the new campaign will feature a limited amount of television ads in order to cut cost and a widespread use of social networking for advertising.

    • Promotional events- will be held at one exclusive distributor of the T91, Best Buy. Best Buy has stores across the country which can all have a promotional event in order to raise awareness of ASUS and allow for new consumers to try out the products including the T91. This will help with brand awareness as well as creating new consumers. In order to target the target market, the promotional events will include deals for businesses which purchase T91s along with student deals.

Target Audiences:


  • Business people: Career men and women with desk jobs, travel requirements, and changing work conditions are on-the-go and rely heavily upon technology to carry out their business duties. The ASUS Eee PC T91 MT multi-touch Netbook provides a variety of features beneficial to business people including its small and portable size for traveling, the rotating screen and touch-screen interface. These versatile features benefit business people of all different trades who must perform a variety of projects and operations using varying resources. The T91 is as easily transformed as these career men and women.

Demographic: Consumers ages 25-45 in full-time jobs requiring traveling, business meetings, or working from non-office locations

  • Students: These young people are the future of the workforce and often are heavy laptop computer users. The T91 gives students many features in a small device, making it convenient for students to use in class, in the library, in a dorm room, or wherever. Students often purchase new computers with the help of parents, so if the T91 markets to students, the influence they have on what their parents spend money on has the potential to increase the market share of ASUS.

Demographic: Consumers ages 18-27 who are full or part time undergraduate or graduate students at colleges and universities and rely upon computers to do homework, projects, and research, as well as use computers for leisure activity

Primary Research Report:
ASUS Eee PC Touch T91 Consumer Survey Report

  • Author: Tianyang Wen (Primary Research Analyst)

  • Sponsors: AsusTek Computer, Inc.

  • Location of report: Morgantown, WV

  • Date: 6/6/10

  • Introduction

This survey designed to understand consumers’ cognition of ASUS brand, Eee PC Touch T91, consumers’ media habits, and consumers’ personal information. Based on information from this survey, we could come up with a detailed survey result about target consumers and their brand& products awareness. This report could be used for media planning.

  • Survey’s Characteristics.

  • Type of survey instruments: It’s based on e-mailed self-administered questionnaire. This type of survey will easier for us to collect because we don’t have budget on this survey, so it’s not easy to collect complete surveys by using other types, such as telephone interview and face-to-face interview.

  • Contents: This survey include 10 questions about brand and product, 21 questions about media habits, and 11 questions about personal information and personal opinions on product. The brand and product section is asking questions about their knowledge on ASUS and Eee PC Touch T91. It also asks questions, such as the brand of laptop consumer used now, what size do they prefer, and what features are important to them. The media habit questions are all about personal habits on newspaper, magazines, radio, TV and internet. The personal information is just providing basic ideas about gender, age, income, race and occupation. There are many different kinds of response type for this survey, such as open-end questions, yes or no questions, closed-end multiple choice questions, and rating questions.

  • Length of time to complete: about 30 minute.

  • Explain the survey methods

Design: This survey is on both quantitative and qualitative, but it has limit on demography because we can only get feedbacks from the customers in West Virginia.

Sample: We are target on students and business people. This survey is designed for any consumer.

  • Analysis

Based on the data collecting, the survey presents some interesting/compelling findings below.

Brand and product

  1. 75% of participants heard of ASUS but only 20% heard of ASUS Eee PC Touch T91.

  2. Most participants heard of ASUS and Eee PC Touch T91from friends/ family members, magazines, and internet.

  3. The ranking of laptop brands participants used are HP, Dell, Lenovo, ASUS, Toshiba, Sony, and Acer.

  4. Most participants prefer 15-16 inch, 14 inch, and 10 -12 inch sizes of laptops.

  5. About 50% participants heard of other brands touch screen netbooks. 80% of these participants know HP produce touch screen netbooks, 15% of them know Sony produce, 10% know Dell produce, and 5% know IBM product touch screen netbook.

  6. 55% participants purchase computers from best buy store, 15% from other stores, 15% stores websites, 5% from brand official websites, 5% from Amazon, and 5% from others.

  7. Scales of computers’ features

1= not important at all

2= probably not important

3= neutral

4= probably important



5=very important

Features

1

2

3

4

5

Design of appearance

0%

5%

10%

80%

5%

Price

0%

0%

8%

49%

43%

Brand awareness

0%

14%

39%

35%

12%

Battery lasting performance

0%

3%

11%

50%

36%

Size

0%

1%

44%

38%

17%

Weight

0%

0%

38%

46%

16%

Storage size

0%

0%

15%

32%

53%

Processor

0%

0%

0%

42%

58%

Operating system

0%

1%

3%

40%

56%

Warranties and services

0%

6%

11%

44%

39%




  1. Women care more on design of appearance than men. Most women choose scales of 4 or 5, but most men choose 2 and 3.

  2. Price is the most important features for almost every participant.

  3. Battery lasting performance is also very important for most participants.

  4. White participants are less care about brand awareness than Asians.

  5. Size, weight, and storage size are important for most people.

  6. Participants don’t care warranties and services that much than other features.

  7. Processor and operating system are more important for males.


Media habits


  1. College students don’t read newspapers very often. 70% of them read newspapers about once a week and only read 2-3 kinds. 18% of them only read once a month, 7% never read a newspaper, and only 5% read more newspapers.

  2. In contract, business people read more newspapers than students. Most of them read every day or every 2 days, and they read about 2-3 different kinds.

  3. The chart below is business people and students reading habit on newspaper in last month.





  1. Based on this survey, participants usually read Daily Athenaeum, Dominion Post, Wall Street Journal, and USA Today.

  2. Both of college students and business people spend less time on reading magazines. Only a small amount of them read magazines once a month for last month. 46% of participants read once a month, 18% never read for last month, 24% read once a week, and 12% read more often.

  3. The chart below is participants’ reading habit on magazines in last month.





  1. The most popular magazines from these participants are Business Week, Cosmopolitan, People, TIME, ELLE, Men's Health, and Cooking Light and Time.

  2. 80% College students spend 1 hour or less on TV in average for last month. They spend more times from 5:00PM to 12AM.

  3. Business people spend more times on TV than students, but still only about 2 to 3 hours. They often watch TV from 9:00PM to 12AM.

  4. Both students and business people spend rare time on radio. 87% of them listen to the radio only while driving to work or school. It only takes one hour or less in average. They always listen to WVAQ, WKKW, and some music programs.

  5. College students spend around 4 to 10 hours on internet for each day. Business people spend about 2-5 hours.

  6. The chart below is business people and students’ habit on internet for last month.





  1. Asian participants spend more times than Americans. On average, they spend 6 to more than 10 hours per day on internet.

  2. Students most frequently visit websites, such as Facebook, Twitter, YouTube, emails, and websites for classes, news websites, job hunting websites, and pop culture websites.

  3. Business people frequently visit websites for work, emails, news websites, and Facebook.

  4. Almost everyone spend one hour or less on email, and twitter.

  5. College students spend 2-3 hours on Facebook and YouTube for each day on average.

  6. Business people spend only one hour or less on Facebook and also YouTube.

  7. Most people don’t care about billboards and stadium signage.

  8. Some people care about movie trailers.


Personal information


  1. Incomes for college students are all in range of 30,000 or less. Business people are almost more than 60,000 in current year.

  2. The total amounts of their family spent on electronic products within the last year are almost range from $501 to $1500.

  3. The computers with features below are always appealing to people: good battery life, fast processor, easily portable to work or class, small size, cheap price, and easy to use.




  • Conclusion

Based on the survey, ASUS is not familiar than other famous brands, such as Sony, HP, Toshiba, and Dell. ASUS Eee PC Touch T91 is even rare known for the participants. It’s very important to do more advertising campaign for this low price and high quality product. Brand awareness is the most important for ASUS Company right now. Our target consumers are college students and business people. They spend more times on internet then newspapers, magazines, radios, and TV. Social network become more popular in recent years. They always use social networking websites seek for information, such as Facebook, YouTube, Twitter, and MySpace. It’s a good way to promote ASUS on those websites and also some other popular websites. TV is the second good way for advertising campaign. Business people and college students spend some times from 5:00PM to 12AM on TV. Local newspapers also could be used for promotion. The computers with features, such as good battery life, fast processor, compact size, cheap price are always appealing to customers. People would like to spend less money on high quality electronic products, so we need spend more on advertising campaign.



Media Objectives

  • Geography Objective: Create a national media campaign which raises ASUS brand awareness by 15%, and raise awareness of the eee PC T91 MT netbook by 20%.



  • Target Audience Objective: Reach at least 70% of target audiences during time that computer buying is at its highest.



  • Time/Scheduling Objective: This media campaign will run from January 1, 2011- December 31, 2011, increasing awareness of target customers by a substantial amount.



  • Reach/Frequency Objectives: During the heavy-up advertising months, the average frequency will be 3.3. The average frequency for six month cumulative is 8.1.



  • Sales Promotion Objective: Reach 70% of customers during the holiday season. Use store promotional events to raise awareness of target consumers.

Media Strategies

Target consumers:

  • Students: Consumers ages 18-27 who are full or part time undergraduate or graduate students at colleges and universities and rely upon computers to do homework, projects, and research, as well as use computers for leisure activity. Their media habits are heavily depend on internet, and some on magazines and Television.

  • Business people: Consumers ages 25-45 in full-time jobs requiring traveling, business meetings, or working from non-office locations. Their media habits are focus on magazines, newspaper, internet and Television.

Media classes:

The media classes are focus on internet, television, and print media. We plan to spend $1,650,000 on Television, $1,500,000.00 on internet, and $850,000 on print advertising campaign.



Time Frame: January 1, 2011- December 31, 2011.

Reach for ASUS:

Because this is a new campaign, reach will be emphasized. It should be at least 40%. This emphasis will generate brand awareness for the campaign. March, May, July, August, November, and December will receive the highest reach.



Frequency for ASUS:

During the heavy-up advertising months, the average frequency will be 3.3. The average frequency for six month cumulative is 8.1.



Television:

  • Television will spend $1,650,000.

  • Vehicles:

  • Network TV: 30/week for March, the fourth week of July till the second week of August, and the second week of November to the second week of December. For the daypart, 15/week will be on early AM, and the other 15/week on evening and late night.

  • Cable TV: 15/week from third week of Jan to the first week of May and third week of July to the fourth week of December.

  • Why TV: Television is a major media of our plan because TV is the primary media for all audiences. It could present to a large amount and whole nationwide audiences. Business people are more likely to watch TV when they back home, so the evening and late night time will be good for target on business people. It will help to improve brand awareness to a large amount of audiences.

Print media:

  • Print media will totally spend about $850,000.

  • Vehicles:

  • National newspaper: March, June, September, and December.

  • PC Magazine: The color advertisements will be present on every first week of each month.

  • Cosmopolitan: The color advertisements will be present on every third week of each month.

  • TIME: The white and black ads will be present on second week of February, April, June, August, October, and December.

  • People: The white and black ads will be present on the fourth week of January, March, May, July, September, and November.

  • Byte: It will advertise on March and September by color form.

  • Maxim PC: It will advertise on May and November by color form.

  • Why print advertising: Print advertising is cheaper than TV advertising. It could target on very specific target consumers. Our target consumers are students and business people. Business people are more likely to read news on newspaper and magazines, such as Time. Students and business women are more likely to read Cosmopolitan based on the primary research, so it will be a good magazine for target on female customers. Some technology magazines are also could target on a large amount of audiences who are interested in technology. Business people will also spend time on reading technology magazines, such as PC Magazine and Maxim PC.

Internet:

  • Internet will totally spend about $1,500,000.00.

  • Vehicles:

  • Virtual hideout: The advertisement will promote on this website for the whole year.

  • Engadget: The advertisement will promote on this website on January, March, May, July, September, and November.

  • Gizmodo: The advertisement will promote on this website on February, April, June, August, October, and December.

  • Digital destination website for ASUS Eee PC T91 MT netbook: The separate website just for T91 MT could include any creative features which could attract young people, such as advergames. Audiences could visit the website at anytime.

  • Social networking websites: The social networking websites, such as Facebook and Twitter could be used to improve brand awareness. The audiences could visit them every day.

  • Why internet: People use internet more than other media in recent days, and especially for students and business people. Most people will seek information from internet, so the technology websites are good for promoting ASUS Eee PC T91 MT. The social network websites provide young consumers a place to share their experience with each other. The new creative website could used to attract young people. When the young people find an interesting website, they will tell friends and family members. It will help to build brand awareness.

Media plan for students:

  • Television: The network TV and cable TV advertising campaign is for both students and business people.

  • Print media: Cosmopolitan, People and the technology magazines are planned for students because they are more likely to read fashion magazines. Based on the research, Cosmopolitan is cheaper than other fashion magazines and most women read it.

  • Internet: Social network websites, new separate website for PC T91 MT are planned for students. The technology websites are target on both students and business people.

  • Direct promotion: Some direct promotion also could provide for students, such as in store promotion event. Best Buy is a good store for promotion event. It could provide some special coupon just for students with student ID. ASUS Company could also send some direct mail to students’ home or dorms for local promotion.

Media plan for business people:

  • Television: The network TV and cable TV advertising campaign is for both students and business people.

  • Print media: The daily newspapers are planned for business people because they are more likely to read news. Some business women are also like to read Cosmopolitan because the magazine just for women. The news magazine TIME is planned for business people because they spend more times on reading news. Technology magazines are also target on business people. They like to seek information from professional magazines.

  • Internet: The technology websites are also a good media for business people to find information about computer.

  • Direct promotion: During holiday, it also could provide some deals for business people.

Creative Strategies:

As mentioned in the primary research consumer report, 75 percent of those surveyed in Team 409’s primary research had heard of ASUS, but only 20 percent had heard of the T91-MT. In order to reach more consumers in the target audience and be set apart from the competitors in the consumers’ minds, ASUS must position its brand name well.

The ASUS brand name does not currently have a strong brand image in the minds of its consumers. The company is known for its motherboards and laptop computers, but has dealt a great deal with other businesses and not spent a majority of its time increasing relations with consumers. In order to add a new and fresh identity to the company, the brand will be positioned as a young, fun, affordable and on-the-go company, much like the target market. This positioning appeals to both target audiences because the age ranges of the audiences combined range from 18- 45.

It is important for the brand positioning of the company to be identifiable with the target audience so that they feel connected with the brand, which is the goal of the new positioning. In order to achieve this goal, ASUS will use this new brand identity in developing print ads, television ads, and internet marketing tools, along with the actual ASUS website. By creating a young, fun, on-the-go identity to the brand, ASUS hopes to identify better with its target audience and be a stronger positioned brand in the mind of consumers.

Because only 20 percent of those surveyed had heard of the T91-MT, the overall campaign tagline for ASUS computers, “you can’t wait to get your hands on one” hints at the T91-MT touch screen aspect, but also is a fun way of saying that that people cannot wait to get a hold of an ASUS computer. By incorporating this tagline, ASUS will be viewed as a frontrunner in touch screen netbook producers.

The promise of this campaign is that this wanted product can provide for the lifestyle that the consumer lives. This means that whether the consumer travels a lot, lives in a small dorm room, or uses computers just for fun, ASUS can provide a netbook or notebook to fit that lifestyle.



As ASUS develops this newer, younger position within the market, market share will rise along with the position of the brand. With the new campaign, ASUS will change their image in the consumers’ minds in order to reach more customers as well as develop stronger relations with the target market for the T91-MT.
Promotional strategy:


  • Because this product category is fairly new and the multi-touch interface is a new feature in netbooks, promotion should be plentiful in order to get the target market aware of the product and raise brand awareness. Promotional tools will include a new advertising campaign for wider market reach and promotional events.

  • Advertising campaign- this will include print ads in magazines targeting college-age men and women and businesspeople such as Business Week, Forbes, Newsweek, TIME, Cosmopolitan, Glamour, ELLE, Men's Health, Sports Illustrated and Maxim. Print ads will be the main focus in the advertising campaign because it is an effective way to target a specific market segment. Along with print ads, the new campaign will feature a limited amount of television ads in order to cut cost and a widespread use of social networking for advertising.

  • Promotional events- will be held at one exclusive distributor of the T91, Best Buy. Best Buy has stores across the country which can all have a promotional event in order to raise awareness of ASUS and allow for new consumers to try out the products including the T91. This will help with brand awareness as well as creating new consumers. In order to target the target market, the promotional events will include deals for businesses which purchase T91s along with student deals.



Brand Positioning:


  • We think one of the most important things is for ASUS to be positioned more as a force in the computer industry. Although many of those we surveyed had heard of the company, most did not own one because most owned other big-name computers. In order to change the positioning, we need to advertise like the big computer companies and have the confidence of the big computer companies. We need to change what people think of when they think of the company, which will take a lot of advertising, but putting out this new and exciting product will give the company a chance to change its image completely.

IMC and Promotional Strategy

Advertising- This will include print ads in magazines targeting college-age men and women and businesspeople such as Business Week, Forbes, Newsweek, TIME, Cosmopolitan, Glamour, ELLE, Men's Health, Sports Illustrated and Maxim. Print ads will be the main focus in the advertising campaign because it is an effective way to target a specific market segment. Along with print ads, the new campaign will feature a limited amount of television ads in order to cut cost and a widespread use of social networking for advertising.

Sales Promotion- Because this product category is fairly new and the multi-touch interface is a new feature in netbooks, promotion should be plentiful in order to get the target market aware of the product and raise brand awareness. Promotional tools will include a new advertising campaign for wider market reach and promotional events. Promotional events will be held at one exclusive distributor of the T91, Best Buy. Best Buy has stores across the country which can all have a promotional event in order to raise awareness of ASUS and allow for new consumers to try out the products including the T91. This will help with brand awareness as well as creating new consumers. In order to target the target market, the promotional events will include deals for businesses which purchase T91s along with student deals. Students would get discounts using their student ID's at these in-store promotional events. This would help with word of mouth advertising too because students would talk to their peers and share the product which would encourage other students to purchase it also. There will also be events held at large colleges. Students will be able to test out the product before purchase. There will also be a certain number of eee PC T91MC netbooks raffled off.



Public Relations- for the PR part of this promotional strategy, ASUS will give away a set amount of the Eee PC T91MC netbook to young and hip celebrities. It is known that consumers want what celebrities have. Through Twitter and other networking sites, these celebrities will have the chance to talk about their new netbook and word of mouth from celebrities will increase sales on the netbook.

Direct Marketing- ASUS will work directly with certain companies and firms to sell the Eee PC T91 MC netbook. A representative in the marketing department will contact these people personally and inform them of deals which the company is willing to give. The firms and customers who purchase from ASUS will then have an ASUS account and will be the first to hear about ASUS promotions and sales via email or telephone.

  • Media Schedule:

Flow charts (2 – one for each audience) showing specific schedules by media/daypart/month for one year.




Media Flowchart


Month Flowchart



DayPart Flowchart

Budget:

We chose to allocate moneys from the budget based on what the company stands for and their target audience. AsusTek is a technology based industry and therefore it is fundamental that the largest portion of the budget be put into television advertising, followed by internet as this is nearly equal to television. Print ad would round out the budget at about half that of the television allotment. All three of these represent the target area in different ways and would best represent the public that would buy Asus products.



Appendix:

ASUS Consumer Survey

Please take a moment to help us improve your experience with ASUS Eee PC Touch T91.



Here are some questions about our brand and product.

  1. Have you ever heard of ASUS? YES NO




  1. Have you ever heard of ASUS Eee PC Touch T91? YES NO



  1. Have you ever bought any ASUS products? YES NO




  1. Where did you first hear about ASUS?

  1. From magazine

  2. From internet

  3. From radio

  4. From a presentation

  5. From friends/ family members

  6. Other______________________




  1. Where did you first hear about ASUS Eee PC Touch T91?

  1. From magazine

  2. From internet

  3. From radio

  4. From a presentation

  5. From friends/ family members

  6. Other______________________




  1. Which brand of laptop do you use right now?

  1. ASUS

  2. Sony

  3. Apple

  4. HP

  5. Dell

  6. Other ____________________




  1. What screen size of laptop do you prefer?

  1. 17 inch and up

  2. 15-16 inch

  3. 14 inch

  4. 10-12 inch

  5. 9 inch




  1. Which other brands, if any, have product lines including touch screen netbooks?

  1. HP

  2. IBM

  3. Dell

  4. Sony

  5. None

  6. Other____________________



  1. Where do you usually purchase computers?

  1. Best Buy store

  2. Amazon

  3. COMP USA

  4. Official website

  5. Stores websites (ex. Best buy website)

  6. Other___________________________




  1. This question is about what features of a computer are important to you. Please choose a number from the scales which represents you best.

1= not important at all

2= probably not important

3= neutral

4= probably important

5=very important



Features

Scales

Design of appearance

1

2

3

4

5

Price

1

2

3

4

5

Brand awareness

1

2

3

4

5

Battery lasting performance

1

2

3

4

5

Size

1

2

3

4

5

Weight

1

2

3

4

5

Storage size

1

2

3

4

5

Processor

1

2

3

4

5

Operating system

1

2

3

4

5

Warranties and services

1

2

3

4

5

Here are some questions about your media habit.

  1. In the last month, how often did you read newspapers?

  1. Every day

  2. Every 2 days

  3. Every 3-5 days

  4. Once a week

  5. Once a month

  6. Never

  1. How many different kinds of newspapers did you read last month?

  1. 1

  2. 2-3

  3. 4-5

  4. 6-7

  5. 8-9

  6. 10 or more



  1. Please list specific newspapers you usually read.




  1. In the last month, how often did you read magazines?

  1. Every day

  2. Every 2 days

  3. Every 3-5 days

  4. Once a week

  5. Once a month

  6. Never




  1. How many magazines did you read last month?

  1. 1

  2. 2-3

  3. 4-5

  4. 6-7

  5. 8-9

  6. 10 or more




  1. Please list specific magazines you usually read.




  1. How much TV do you watch on an average day?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. What time of day do you watch TV most often?

  1. From 6:00-9:00 AM

  2. From 10:00AM-2:00PM

  3. From 5:00-8:00 PM

  4. From 9:00PM-12:00AM

  5. After 12 AM

  6. Other____________________________




  1. What specific TV programs or channels do you like?




  1. How much time do you spend listening to the radio on an average day?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. What time of day do you listen to radio most often?

  1. From 5:00-8:00 AM

  2. From 10:00AM-2:00PM

  3. From 5:00-8:00 PM

  4. From 9:00PM-12:00AM

  5. After 12 AM

  6. Other




  1. What specific radio programs or channels do you like?




  1. How long do you spend on the internet for each day on average?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. What specific websites do you visit most frequently?




  1. How long do you spend on email for each day on average?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. How long do you spend on Facebook for each day on average?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. How long do you spend on twitter for each day on average?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. How long do you spend on YouTube for each day on average?

  1. 1 hour or less

  2. 2- 3 hours

  3. 4-5 hours

  4. 6-7 hours

  5. 8-9 hours

  6. 10 hours or more




  1. Do you care about billboards? YES NO




  1. Do you care about stadium signage? YES NO



  1. Do you care about movie trailers? YES NO

Here are some questions about your personal information.

  1. What is your gender? Male Female

  2. What is your date of birth? (month/day/year)

  3. What is your race?

  1. Asian; Pacific Islander

  2. Black; African American; African Canadian

  3. Hispanic; Latino; Latina

  4. Native; Aboriginal

  5. White

  6. Multiracial

  7. Other ___________________________




  1. What is your highest level of education completed?

  1. 12th grade or less

  2. High school graduate or equivalent

  3. Associate degree

  4. Bachelor’s degree

  5. Master’s degree

  6. Doctorate

  7. Other__________________________




  1. Are you currently a student? YES NO




  1. What is your occupation?



  1. Which of the following best describes your income this current year?

  1. 30,000 or less

  2. 30,001 to 40,000

  3. 40,001 to 50,000

  4. 50,001-60,000

  5. More than 60,000




  1. Please indicate the approximate total amount your family spent on electronic products within the last year.

  1. $300 or less

  2. $301 to $500

  3. $501 to $800

  4. $801 to $1000

  5. $1001 to $1500

  6. More than $1500




  1. What kind of computer is most appealing to you? Describe detailed features please. Give any comments about ASUS please.




  1. Give any suggestions about ASUS Eee PC Touch T91 please.


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