Plain Language Statement

1. Study title and Researcher Details

Project Title: Advertainment or Advergames: which is more effective in inducing consumer purchase
behavior in the UK?
Subject Area: Management
Suprevisor: Mrs. Victoria Sutherland
Degree: MSc International Strategic Marketing
2. Invitation paragraph
You are invited to assist the researcher with consenting to filling out the questionnaire which should
take approximately ten minutes of your valued time. The researcher would be grateful if you do
participate in this study. Before you decide to be a part of this study, you should understand what the
study is about and why you are being chosen. Therefore, please take your time to read the following
information carefully. Feel free to ask the researcher in case of any queries or if you need more
information.
3. What is the purpose of the study?
The purpose of this research, in essence, is to study which medium is more successful in inducing
purchase behaviour in a customer whether it is entertainment or video games. The research also aims
to study if loyalty towards a brand, its preference and its loyalty alter or change in some manner with
respect to product placement in the aforementioned mediums and if so, to what extent. Different
brands all around the world spend a big portion of their revenues on advertising and marketing
purposes and expect results. This study should be able to identify the types of brands that should opt
for product placement in video games and product placement in the entertainment sector.
Furthermore, the study aims to conclude which medium, if invested in, will tend to generate higher
return based on current trends.
4. Why have I been chosen?
You have been chosen to be a part of this study because you form a part of the chosen sample.

5. Do I have to take part?

You have the absolute right to refuse participation in this study without any consequence. If however
you do participate in the research and wish to withdraw at a later time please inform the researcher
using the contact details below. Your participation will be retracted.

6. What will happen to me if I take part?

You will be involved in this research for the time it takes to complete this questionnaire. Your name will
not be used under any circumstances but only the data that you fill. Moreover, the research will last for
an approximate period of three months, after which all the gathered data will be destroyed including
the computer files. You are only required to fill the questionnaire before you.

7. Will my taking part in this study be kept confidential?

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You participation in this study will be confidential and completely anonymous. Any information
collected from you shall be destroyed by burning hard copies and removing computer files.

8. What will happen to the results of the research study?

The results of this study will be posted in terms of a dissertation. The soft copy of the dissertation
should be ready by the end of August. If you so wish, the dissertation can be provided to you in terms
of a soft copy.

9. Who is organising and funding the research? (If relevant)

N/A

10. Who has reviewed the study?

This project has been reviewed by College of Social Sciences Research Ethics Committee.

11. Contact for Further Information

Researcher: Asim Farooq
E-mail address: 2055904F@student.gla.ac.uk
Phone number: 0784-819-0388
Supervisor: Mrs. Victoria Sutherland
Supervisor E-mail:

Victoria.Sutherland@glasgow.ac.uk

If there are any queries or concerns regarding the conduct of this research project, please contact the
following:
College of Social Sciences Ethics Officer: Dr. Valentina Bold
E-mail: Valentina.Bola@glasgow.ac.uk

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