2012-12-19

Q6A X BB1 Q6A X BB2 Q7 X BB1 Q7 X BB2 Q8 X BB1
Q8 X BB2 Q9 X BB1 Q9 X BB2 Q11A1 X BB1 Q11A1 X BB2
Q11A2 X BB1 Q11A2 X BB2 Q11A3 X BB1 Q11A3 X BB2 Q11A4 X BB1
Q11A4 X BB2 Q11A5 X BB1 Q11A5 X BB2 Q6B X BB1 Q6B X BB2
Q7B X BB1 Q7B X BB2 Q8B X BB1 Q8B X BB2 Q9B X BB1
Q9B X BB2 Q11B1 X BB1 Q11B1 X BB2 Q11B2 X BB1 Q11B2 X BB2
Q11B3 X BB1 Q11B3 X BB2 Q11B4 X BB1 Q11B4 X BB2 Q11B5 X BB1
Q11B5 X BB2 Q6C X BB1 Q6C X BB2 Q7C X BB1 Q7C X BB2
Q8C X BB1 Q8C X BB2 Q9C X BB1 Q9C X BB2 Q11C1 X BB1
Q11C1 X BB2 Q11C2 X BB1 Q11C2 X BB2 Q11C3 X BB1 Q11C3 X BB2
Q11C4 X BB1 Q11C4 X BB2 Q11C5 X BB1 Q11C5 X BB2 W6A X BB1
W6A X BB2 W7A X BB1 W7A X BB2 W8A X BB1 W8A X BB2
W9A X BB1 W9A X BB2 W11A1 X BB1 W11A1 X BB2 W11A2 X BB1
W11A2 X BB2 W11A3 X BB1 W11A3 X BB2 W11A4 X BB1 W11A4 X BB2
W11A5 X BB1 W11A5 X BB2 W6B X BB1 W6B X BB2 W7B X BB1
W7B X BB2 W8B X BB1 W8B X BB2 W9B X BB1 W9B X BB2
W11B1 X BB1 W11B1 X BB2 W11B2 X BB1 W11B2 X BB2 W11B3 X BB1
W11B3 X BB2 W11B4 X BB1 W11B4 X BB2 W11B5 X BB1 W11B5 X BB2

Overall, how much do you like this radio advertising?
No:1 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q6A
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
TOTAL LIKE A LOT 50% 48% 51% 32% 47% 46% 54% 62% 51% 49% 50% 57% 54% 51% 54% 41% 38%
I like it a lot 19% 20% 17% 13% 13% 17% 20% 27% 21% 18% 23% 30% 26% 19% 23% 5% 8%
I like it a bit 31% 28% 33% 19% 34% 29% 34% 35% 30% 32% 27% 27% 28% 32% 30% 36% 30%
Neither like it nor dislike it 24% 25% 23% 29% 25% 30% 26% 12% 22% 26% 17% 10% 18% 26% 25% 31% 35%
TOTAL DISLIKE A LOT 26% 26% 26% 39% 28% 24% 19% 26% 27% 24% 33% 33% 29% 23% 22% 29% 27%
I dislike it a bit 18% 15% 21% 25% 21% 16% 13% 21% 19% 16% 27% 28% 23% 14% 13% 24% 15%
I dislike it a lot 8% 11% 5% 13% 7% 8% 7% 6% 8% 8% 6% 5% 6% 9% 9% 5% 12%

Overall, how much do you like this radio advertising?
No:2 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q6A
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
TOTAL LIKE A LOT 50% 65% 49% 48% 51% 50% 54% 28% 28% 57% 38% 0% 50% 45%
I like it a lot 19% 28% 18% 19% 20% 17% 19% 0% 11% 25% 16% 0% 20% 11%
I like it a bit 31% 38% 31% 29% 30% 33% 34% 28% 18% 31% 22% 0% 30% 34%
Neither like it nor dislike it 24% 8% 25% 29% 27% 18% 22% 42% 30% 17% 39% 100% 24% 29%
TOTAL DISLIKE A LOT 26% 27% 26% 23% 23% 32% 24% 29% 42% 26% 23% 0% 26% 26%
I dislike it a bit 18% 27% 18% 18% 16% 20% 18% 14% 26% 21% 12% 0% 19% 15%
I dislike it a lot 8% 0% 8% 5% 7% 11% 7% 16% 16% 5% 11% 0% 7% 12%

What are the key messages? What is this ad telling you?
No:3 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q7
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
*** A change to credit card rules / regulations 49% 49% 48% 57% 46% 49% 47% 51% 46% 46% 59% 39% 56% 48% 41% 47% 48%
*** A change to credit cards 2% 3% 2% 4% 2% 1% 4% 1% 2% 2% 4% 0% 4% 2% 0% 4% 2%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 0% 0% 0% 2% 0% 0% 0% 0% 0% 0% 0% 2% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 6% 6% 6% 8% 4% 5% 5% 9% 6% 7% 4% 13% 5% 5% 14% 8% 0%
*** Measures were implemented to protect Canadian consumers 5% 5% 5% 2% 7% 7% 3% 3% 5% 5% 6% 20% 5% 4% 1% 2% 3%
*** A change to the regulations regarding hidden fees 3% 2% 4% 3% 1% 1% 7% 4% 1% 2% 7% 6% 4% 2% 12% 0% 0%
*** Measures were implemented to protect Canadian consumers from questionable business practices 1% 2% 0% 2% 0% 1% 2% 2% 0% 1% 0% 0% 0% 2% 2% 1% 1%
*** No more raising limit without permission and no more hidden fees 12% 7% 17% 7% 6% 12% 14% 15% 16% 14% 5% 7% 8% 16% 16% 6% 14%
*** New regulations / A change to the regulations (Unspecified) 5% 7% 3% 0% 7% 8% 4% 3% 4% 5% 3% 0% 3% 4% 8% 7% 9%
*** Visit our website / Visit this website 2% 2% 2% 0% 7% 2% 1% 0% 1% 2% 2% 0% 2% 1% 0% 3% 4%
*** You will be informed before any changes to your credit card account are made 2% 1% 3% 0% 3% 3% 2% 2% 1% 2% 3% 0% 3% 3% 0% 2% 0%
*** About credit cards (Unspecified) 1% 0% 2% 9% 0% 0% 0% 0% 1% 2% 0% 11% 0% 1% 0% 0% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 1% 1% 0% 0% 0% 0% 1% 2% 0% 1% 0% 0% 0% 1% 0% 2% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 2% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 0% 0% 1% 0% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 2%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 1% 1% 0% 2% 1% 0% 0% 2% 1% 0% 3% 0% 2% 0% 0% 0%
***I don`t know / refusal 6% 7% 6% 8% 5% 7% 5% 4% 9% 7% 3% 3% 4% 6% 4% 9% 11%
Indicate your answer here: 3% 5% 1% 0% 7% 2% 3% 2% 6% 3% 5% 0% 5% 2% 3% 4% 5%

What are the key messages? What is this ad telling you?
No:4 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q7
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
*** A change to credit card rules / regulations 49% 28% 49% 44% 49% 53% 48% 46% 51% 53% 35% 81% 48% 50%
*** A change to credit cards 2% 0% 3% 2% 5% 1% 2% 0% 0% 2% 7% 0% 3% 1%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 6% 0% 6% 9% 5% 4% 5% 3% 14% 5% 7% 0% 6% 6%
*** Measures were implemented to protect Canadian consumers 5% 0% 5% 4% 6% 5% 7% 0% 0% 5% 0% 0% 5% 4%
*** A change to the regulations regarding hidden fees 3% 28% 2% 3% 3% 3% 3% 0% 7% 3% 5% 0% 3% 1%
*** Measures were implemented to protect Canadian consumers from questionable business practices 1% 0% 1% 0% 1% 2% 1% 9% 0% 1% 0% 19% 1% 2%
*** No more raising limit without permission and no more hidden fees 12% 28% 12% 11% 12% 13% 10% 4% 11% 13% 37% 0% 12% 14%
*** New regulations / A change to the regulations (Unspecified) 5% 9% 5% 5% 6% 4% 5% 26% 4% 2% 3% 0% 5% 6%
*** Visit our website / Visit this website 2% 0% 2% 3% 1% 1% 2% 4% 0% 1% 0% 0% 2% 0%
*** You will be informed before any changes to your credit card account are made 2% 0% 2% 1% 2% 3% 2% 0% 3% 2% 0% 0% 2% 2%
*** About credit cards (Unspecified) 1% 0% 1% 3% 0% 1% 1% 0% 5% 0% 0% 0% 1% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 1% 0% 1% 2% 0% 0% 1% 0% 0% 0% 0% 0% 1% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 0% 0% 0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 0% 1% 2% 0% 1% 1% 0% 0% 1% 0% 0% 1% 2%
***I don`t know / refusal 6% 0% 6% 6% 7% 6% 7% 0% 0% 9% 6% 0% 6% 6%
Indicate your answer here: 3% 8% 3% 5% 3% 1% 3% 7% 5% 3% 0% 0% 3% 5%

What are the main things, if any, you liked about this ad?
No:5 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q8
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 33% 31% 36% 30% 36% 36% 31% 42% 27% 34% 31% 24% 41% 32% 34% 26% 36%
***High production quality / high technical quality of video 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The respondent indentifies the main message of the ad 18% 20% 15% 9% 16% 13% 19% 19% 27% 17% 19% 27% 17% 18% 24% 19% 9%
The ad provides resources for further education 2% 2% 2% 0% 2% 1% 2% 5% 4% 3% 0% 3% 0% 4% 2% 4% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 7% 4% 9% 7% 5% 11% 9% 4% 5% 6% 11% 7% 10% 7% 10% 2% 4%
I found the ad to be funny / entertaining / it catches my attention 8% 6% 9% 21% 4% 6% 8% 5% 5% 7% 10% 9% 5% 8% 7% 11% 8%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***I don`t know / refusal 4% 5% 3% 9% 6% 0% 1% 6% 4% 4% 3% 3% 1% 4% 5% 6% 6%
***Nothing 23% 24% 21% 18% 24% 29% 25% 13% 22% 22% 23% 21% 23% 23% 16% 23% 24%
Indicate your answer here: 6% 7% 5% 5% 7% 5% 5% 6% 7% 7% 2% 6% 2% 5% 3% 11% 12%

What are the main things, if any, you liked about this ad?
No:6 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q8
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 33% 39% 33% 32% 33% 35% 36% 45% 20% 30% 31% 50% 34% 33%
***High production quality / high technical quality of video 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The respondent indentifies the main message of the ad 18% 52% 17% 18% 21% 14% 15% 9% 9% 30% 22% 0% 18% 15%
The ad provides resources for further education 2% 0% 2% 2% 2% 3% 1% 0% 5% 6% 0% 0% 2% 2%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 7% 0% 7% 6% 6% 9% 8% 0% 14% 3% 7% 0% 7% 8%
I found the ad to be funny / entertaining / it catches my attention 8% 0% 8% 4% 8% 11% 9% 0% 17% 4% 0% 31% 8% 6%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***I don`t know / refusal 4% 0% 4% 7% 1% 3% 2% 8% 10% 5% 3% 0% 4% 3%
***Nothing 23% 9% 23% 23% 25% 21% 23% 35% 19% 17% 28% 19% 23% 21%
Indicate your answer here: 6% 0% 6% 8% 4% 5% 6% 3% 5% 5% 10% 0% 5% 12%

What are the main things, if any, you did not like about this ad?
No:7 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q9
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***Boring 8% 10% 7% 28% 8% 9% 8% 2% 1% 9% 6% 12% 8% 10% 14% 4% 5%
***It was repetitive 0% 1% 0% 0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0% 2% 1%
*** Its length / Too long 9% 8% 10% 21% 9% 4% 10% 5% 9% 8% 12% 6% 11% 6% 11% 13% 12%
*** I don't understand the ad's relevance 5% 6% 5% 2% 6% 7% 2% 11% 5% 6% 3% 10% 3% 7% 5% 3% 6%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 1% 2% 1% 0% 0% 1% 1% 4% 1% 1% 3% 0% 1% 1% 2% 4% 0%
*** The ad was not clear 5% 3% 7% 0% 0% 5% 7% 12% 6% 5% 7% 13% 9% 4% 6% 2% 0%
*** General complaints about the production quality of the ad 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Ad was annoying / Voice was annoying 14% 11% 16% 7% 13% 16% 15% 10% 16% 12% 19% 9% 16% 11% 16% 14% 16%
Don't like the slang 8% 7% 9% 8% 11% 7% 9% 6% 7% 9% 4% 2% 6% 7% 10% 15% 12%
It's attempt to be hip 4% 4% 4% 4% 3% 2% 5% 5% 6% 5% 0% 5% 0% 6% 4% 2% 8%
It treated me like an idiot / Patronizing 3% 4% 2% 0% 1% 7% 0% 4% 4% 2% 5% 3% 4% 1% 0% 2% 5%
Sexist / Demeaning to women 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Everything 2% 2% 2% 0% 1% 5% 0% 0% 4% 2% 2% 3% 2% 1% 0% 9% 0%
***Nothing 28% 26% 30% 10% 29% 34% 31% 30% 28% 29% 25% 28% 29% 34% 23% 19% 17%
***I don`t know / refusal 8% 8% 7% 17% 11% 2% 8% 4% 6% 8% 8% 9% 5% 7% 8% 8% 14%
Indicate your answer here: 4% 8% 1% 4% 9% 2% 2% 5% 6% 4% 7% 0% 6% 5% 0% 4% 5%

What are the main things, if any, you did not like about this ad?
No:8 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q9
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***Boring 8% 0% 9% 10% 8% 7% 9% 18% 18% 2% 7% 0% 9% 7%
***It was repetitive 0% 0% 0% 0% 1% 0% 0% 0% 0% 1% 0% 0% 0% 1%
*** Its length / Too long 9% 0% 9% 9% 9% 9% 9% 6% 24% 6% 3% 0% 9% 8%
*** I don't understand the ad's relevance 5% 8% 5% 3% 7% 7% 6% 10% 3% 7% 0% 0% 6% 5%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 1% 0% 1% 1% 2% 1% 1% 0% 0% 3% 0% 0% 1% 3%
*** The ad was not clear 5% 19% 5% 7% 2% 6% 3% 4% 0% 9% 17% 0% 5% 7%
*** General complaints about the production quality of the ad 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Ad was annoying / Voice was annoying 14% 9% 14% 10% 14% 17% 14% 17% 14% 12% 6% 100% 12% 22%
Don't like the slang 8% 0% 8% 5% 8% 11% 7% 4% 8% 8% 15% 0% 9% 4%
It's attempt to be hip 4% 0% 4% 4% 3% 5% 4% 13% 3% 4% 0% 0% 4% 6%
It treated me like an idiot / Patronizing 3% 0% 3% 4% 2% 3% 2% 0% 2% 4% 5% 0% 3% 0%
Sexist / Demeaning to women 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Everything 2% 0% 2% 3% 1% 1% 2% 3% 2% 2% 0% 0% 2% 1%
***Nothing 28% 36% 28% 31% 30% 24% 29% 19% 12% 30% 38% 0% 28% 28%
***I don`t know / refusal 8% 29% 7% 11% 7% 5% 9% 5% 5% 6% 10% 0% 8% 7%
Indicate your answer here: 4% 0% 5% 3% 7% 4% 4% 0% 9% 7% 0% 0% 5% 1%

Please indicate your level of agreement with the following statements about the radio ad
No:9 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11A1
This ad is memorable.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 18% 20% 16% 22% 20% 15% 17% 13% 20% 14% 32% 25% 28% 13% 14% 16% 12%
2 21% 23% 19% 37% 16% 23% 18% 16% 18% 22% 16% 7% 17% 22% 28% 27% 23%
3 32% 29% 35% 21% 42% 30% 32% 35% 29% 33% 27% 20% 27% 33% 31% 40% 39%
4 19% 21% 18% 18% 16% 18% 19% 24% 21% 20% 17% 33% 20% 18% 13% 12% 21%
5 - Strongly agree 11% 8% 13% 2% 5% 14% 15% 11% 12% 11% 8% 16% 8% 14% 14% 6% 6%
Mean : 2,8 2,7 2,9 2,4 2,7 2,9 3,0 3,0 2,8 2,9 2,5 3,1 2,6 3,0 2,8 2,6 2,9
Standard deviation : 1,2 1,2 1,2 1,1 1,1 1,3 1,3 1,2 1,3 1,2 1,3 1,4 1,3 1,2 1,2 1,1 1,1
Student's T : -- -- 95 -- -- -- -- -- 99 99 -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:10 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11A1
This ad is memorable.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 18% 19% 18% 14% 18% 21% 16% 24% 32% 19% 10% 19% 17% 21%
2 21% 16% 21% 22% 22% 18% 20% 15% 23% 18% 31% 81% 20% 22%
3 32% 38% 32% 33% 31% 32% 36% 23% 30% 24% 36% 0% 33% 27%
4 19% 28% 19% 22% 19% 17% 19% 38% 13% 24% 4% 0% 19% 19%
5 - Strongly agree 11% 0% 11% 9% 10% 12% 10% 0% 2% 15% 19% 0% 10% 11%
Mean : 2,8 2,7 2,8 2,9 2,8 2,8 2,9 2,7 2,3 3,0 2,9 1,8 2,9 2,8
Standard deviation : 1,2 1,1 1,2 1,2 1,2 1,3 1,2 1,2 1,1 1,3 1,2 0,5 1,2 1,3
Student's T : -- -- -- -- -- -- -- 95 -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:11 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11A2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 8% 7% 9% 0% 10% 8% 10% 10% 9% 6% 16% 6% 12% 9% 11% 2% 4%
2 9% 11% 8% 15% 9% 7% 7% 5% 15% 9% 11% 4% 10% 10% 13% 14% 3%
3 21% 22% 20% 12% 23% 28% 12% 25% 23% 21% 19% 24% 20% 15% 26% 38% 21%
4 32% 31% 32% 48% 35% 23% 35% 25% 30% 31% 34% 19% 31% 35% 17% 20% 47%
5 - Strongly agree 30% 28% 31% 25% 23% 34% 35% 36% 23% 33% 20% 47% 27% 31% 33% 26% 24%
Mean : 3,7 3,6 3,7 3,8 3,5 3,7 3,8 3,7 3,4 3,8 3,3 4,0 3,5 3,7 3,5 3,5 3,8
Standard deviation : 1,2 1,2 1,2 1,0 1,2 1,2 1,3 1,3 1,2 1,2 1,3 1,2 1,3 1,3 1,4 1,1 1,0
Student's T : -- -- -- -- -- -- -- -- 99 99 -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:12 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11A2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 8% 29% 8% 6% 9% 10% 7% 20% 5% 11% 0% 50% 8% 10%
2 9% 0% 10% 8% 12% 9% 9% 4% 19% 11% 0% 19% 9% 13%
3 21% 27% 21% 22% 21% 19% 20% 14% 8% 25% 31% 0% 21% 16%
4 32% 34% 32% 32% 27% 35% 33% 50% 37% 24% 32% 31% 32% 28%
5 - Strongly agree 30% 10% 30% 32% 30% 27% 31% 12% 32% 29% 37% 0% 29% 33%
Mean : 3,7 3,0 3,7 3,8 3,6 3,6 3,7 3,3 3,7 3,5 4,1 2,1 3,7 3,6
Standard deviation : 1,2 1,5 1,2 1,2 1,3 1,2 1,2 1,3 1,2 1,3 0,8 1,7 1,2 1,3
Student's T : -- -- -- -- -- -- -- -- -- 95 -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:13 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11A3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 14% 17% 11% 16% 13% 19% 11% 13% 10% 13% 16% 16% 17% 14% 13% 12% 9%
2 10% 13% 7% 23% 7% 10% 9% 5% 10% 9% 14% 4% 12% 10% 14% 10% 7%
3 30% 26% 33% 35% 25% 35% 32% 27% 25% 30% 29% 19% 30% 29% 31% 40% 28%
4 26% 29% 24% 22% 40% 19% 24% 22% 30% 27% 24% 29% 22% 27% 20% 14% 42%
5 - Strongly agree 20% 15% 25% 4% 15% 17% 25% 33% 25% 21% 18% 31% 20% 20% 23% 24% 13%
Mean : 3,3 3,1 3,5 2,7 3,4 3,1 3,4 3,6 3,5 3,3 3,1 3,6 3,2 3,3 3,3 3,3 3,4
Standard deviation : 1,3 1,3 1,2 1,1 1,2 1,3 1,3 1,3 1,3 1,3 1,3 1,4 1,3 1,3 1,3 1,3 1,1
Student's T : 95 95 99 -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:14 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11A3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 14% 8% 14% 12% 13% 17% 14% 24% 12% 10% 18% 0% 14% 14%
2 10% 0% 10% 8% 14% 9% 9% 0% 30% 8% 5% 19% 10% 13%
3 30% 39% 29% 33% 26% 29% 27% 47% 28% 25% 50% 81% 31% 22%
4 26% 36% 26% 30% 20% 28% 32% 13% 13% 26% 8% 0% 26% 29%
5 - Strongly agree 20% 17% 21% 18% 27% 17% 18% 15% 16% 31% 19% 0% 20% 22%
Mean : 3,3 3,5 3,3 3,3 3,4 3,2 3,3 2,9 2,9 3,6 3,1 2,8 3,3 3,3
Standard deviation : 1,3 1,1 1,3 1,2 1,3 1,3 1,3 1,3 1,3 1,3 1,3 0,5 1,3 1,3
Student's T : -- -- -- -- -- -- -- -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:15 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11A4
The message of this ad is not very clear.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 41% 33% 48% 41% 33% 44% 44% 44% 37% 40% 41% 59% 47% 38% 42% 20% 40%
2 22% 24% 20% 19% 31% 21% 22% 14% 24% 23% 17% 6% 19% 23% 28% 17% 33%
3 18% 19% 16% 22% 17% 21% 15% 14% 17% 18% 16% 14% 14% 16% 18% 46% 9%
4 12% 15% 10% 7% 11% 11% 12% 20% 11% 11% 15% 8% 12% 15% 6% 14% 9%
5 - Strongly agree 8% 9% 7% 12% 8% 3% 8% 8% 11% 7% 11% 13% 8% 8% 5% 2% 8%
Mean : 2,2 2,4 2,1 2,3 2,3 2,1 2,2 2,3 2,3 2,2 2,4 2,1 2,1 2,3 2,0 2,6 2,1
Standard deviation : 1,3 1,3 1,3 1,4 1,3 1,2 1,3 1,4 1,4 1,3 1,4 1,5 1,4 1,3 1,2 1,0 1,3
Student's T : 99 99 -- -- -- -- -- -- -- -- -- -- -- -- 95 --

Please indicate your level of agreement with the following statements about the radio ad
No:16 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11A4
The message of this ad is not very clear.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 41% 47% 40% 43% 38% 40% 43% 25% 32% 42% 38% 31% 40% 44%
2 22% 17% 22% 15% 24% 27% 24% 39% 9% 18% 22% 0% 23% 17%
3 18% 8% 18% 20% 21% 13% 15% 18% 29% 17% 29% 19% 18% 17%
4 12% 28% 12% 12% 10% 13% 11% 11% 20% 12% 7% 50% 11% 17%
5 - Strongly agree 8% 0% 8% 10% 6% 7% 7% 7% 10% 11% 4% 0% 8% 5%
Mean : 2,2 2,2 2,2 2,3 2,2 2,2 2,1 2,3 2,7 2,3 2,2 2,9 2,2 2,2
Standard deviation : 1,3 1,4 1,3 1,4 1,2 1,3 1,3 1,2 1,4 1,4 1,1 1,7 1,3 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:17 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11A5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 13% 14% 12% 8% 12% 17% 9% 13% 17% 12% 16% 19% 16% 15% 5% 2% 12%
2 11% 12% 11% 8% 12% 12% 9% 15% 12% 11% 13% 6% 13% 9% 17% 28% 5%
3 23% 22% 23% 35% 23% 21% 18% 16% 27% 23% 22% 19% 19% 22% 21% 27% 29%
4 30% 30% 29% 33% 34% 25% 33% 32% 21% 31% 24% 27% 30% 28% 30% 27% 37%
5 - Strongly agree 23% 22% 25% 16% 19% 24% 31% 23% 23% 23% 24% 29% 23% 26% 26% 16% 18%
Mean : 3,4 3,3 3,4 3,4 3,4 3,3 3,7 3,4 3,2 3,4 3,3 3,4 3,3 3,4 3,6 3,3 3,4
Standard deviation : 1,3 1,3 1,3 1,1 1,3 1,4 1,3 1,4 1,4 1,3 1,4 1,5 1,4 1,4 1,2 1,1 1,2
Student's T : -- -- -- -- -- 95 -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:18 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11A5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 13% 8% 13% 13% 11% 14% 13% 29% 5% 15% 8% 0% 12% 21%
2 11% 35% 11% 9% 12% 13% 10% 4% 7% 14% 18% 50% 10% 19%
3 23% 30% 22% 27% 23% 18% 21% 21% 35% 22% 28% 19% 24% 15%
4 30% 18% 30% 27% 26% 35% 31% 25% 38% 26% 20% 31% 30% 26%
5 - Strongly agree 23% 9% 24% 23% 28% 20% 25% 21% 15% 23% 26% 0% 24% 19%
Mean : 3,4 2,8 3,4 3,4 3,5 3,3 3,4 3,0 3,5 3,3 3,4 2,8 3,5 3,0
Standard deviation : 1,3 1,2 1,3 1,3 1,3 1,3 1,3 1,6 1,0 1,4 1,3 1,1 1,3 1,4
Student's T : -- -- -- -- -- -- -- -- -- -- -- 95 95

Overall, how much do you like this radio advertising?
No:19 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q6B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
TOTAL LIKE A LOT 66% 63% 70% 62% 63% 66% 65% 72% 71% 68% 63% 71% 65% 64% 71% 72% 69%
I like it a lot 30% 23% 37% 4% 27% 34% 32% 39% 39% 31% 30% 37% 30% 33% 26% 28% 26%
I like it a bit 36% 40% 32% 58% 36% 32% 33% 33% 32% 37% 33% 34% 35% 31% 45% 44% 43%
Neither like it nor dislike it 22% 26% 18% 24% 22% 25% 27% 16% 18% 24% 17% 23% 21% 25% 17% 15% 23%
TOTAL DISLIKE A LOT 11% 11% 12% 14% 15% 9% 8% 13% 11% 9% 21% 6% 14% 11% 12% 13% 8%
I dislike it a bit 8% 8% 9% 9% 10% 9% 6% 10% 8% 6% 18% 3% 12% 8% 8% 10% 7%
I dislike it a lot 3% 3% 3% 5% 5% 0% 3% 3% 3% 3% 3% 3% 2% 4% 4% 3% 2%

Overall, how much do you like this radio advertising?
No:20 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q6B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
TOTAL LIKE A LOT 66% 75% 66% 65% 68% 67% 66% 57% 51% 73% 76% 50% 67% 61%
I like it a lot 30% 38% 30% 27% 31% 33% 31% 16% 6% 38% 46% 0% 32% 19%
I like it a bit 36% 37% 36% 38% 36% 34% 35% 41% 45% 35% 29% 50% 35% 41%
Neither like it nor dislike it 22% 17% 22% 24% 23% 19% 25% 25% 30% 15% 12% 19% 21% 26%
TOTAL DISLIKE A LOT 11% 8% 12% 11% 9% 13% 9% 18% 19% 12% 13% 31% 11% 13%
I dislike it a bit 8% 8% 8% 9% 6% 9% 7% 10% 10% 9% 10% 31% 9% 7%
I dislike it a lot 3% 0% 3% 2% 3% 4% 2% 8% 9% 4% 3% 0% 2% 7%

What are the key messages? What is this ad telling you?
No:21 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q7B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
*** A change to credit card rules / regulations 44% 44% 44% 57% 52% 50% 38% 38% 34% 42% 51% 44% 45% 46% 40% 45% 38%
*** A change to credit cards 2% 4% 1% 5% 2% 1% 1% 3% 4% 3% 0% 0% 0% 5% 4% 0% 1%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 3% 4% 3% 2% 1% 3% 3% 9% 4% 3% 4% 3% 6% 2% 5% 1% 3%
*** Measures were implemented to protect Canadian consumers 4% 4% 3% 4% 4% 5% 3% 3% 2% 4% 3% 6% 3% 3% 9% 2% 5%
*** A change to the regulations regarding hidden fees 5% 4% 5% 2% 2% 2% 5% 6% 9% 4% 6% 0% 7% 4% 7% 0% 7%
*** Measures were implemented to protect Canadian consumers from questionable business practices 2% 2% 2% 2% 2% 5% 1% 2% 0% 3% 0% 0% 0% 3% 0% 8% 0%
*** No more raising limit without permission and no more hidden fees 6% 5% 7% 8% 6% 11% 6% 3% 2% 5% 8% 15% 9% 3% 5% 4% 7%
*** New regulations / A change to the regulations (Unspecified) 4% 7% 2% 0% 1% 4% 6% 5% 9% 4% 4% 0% 6% 4% 0% 8% 4%
*** Visit our website / Visit this website 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0%
*** You will be informed before any changes to your credit card account are made 5% 4% 5% 4% 3% 2% 3% 8% 10% 6% 2% 0% 5% 4% 6% 7% 6%
*** About credit cards (Unspecified) 2% 2% 3% 7% 7% 0% 1% 0% 0% 2% 3% 11% 2% 2% 0% 0% 0%
*** No increase of credit limit without permission, no increase to the interest rate without informing the consumer, and no more hidden fees 8% 7% 10% 0% 1% 12% 12% 10% 10% 9% 6% 0% 4% 11% 13% 10% 9%
*** No raising interest rates and credit limits without consent 2% 1% 3% 0% 1% 0% 2% 4% 5% 3% 0% 2% 0% 3% 5% 2% 0%
A change in regulations regarding interest rates 1% 1% 0% 0% 0% 0% 0% 3% 1% 1% 0% 0% 0% 0% 0% 4% 2%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 1% 0% 0% 0% 3% 0% 0% 1% 0% 0% 0% 0% 0% 2% 3%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***I don`t know / refusal 8% 9% 8% 6% 15% 4% 10% 5% 9% 8% 8% 15% 8% 8% 3% 2% 13%
Indicate your answer here: 3% 3% 2% 4% 2% 2% 5% 3% 1% 2% 6% 4% 5% 1% 3% 4% 1%

What are the key messages? What is this ad telling you?
No:22 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q7B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
*** A change to credit card rules / regulations 44% 63% 44% 45% 41% 46% 45% 48% 64% 36% 38% 31% 44% 46%
*** A change to credit cards 2% 0% 3% 5% 1% 1% 2% 0% 5% 4% 3% 0% 3% 1%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 3% 0% 4% 3% 5% 3% 3% 0% 4% 4% 5% 0% 3% 4%
*** Measures were implemented to protect Canadian consumers 4% 0% 4% 1% 4% 6% 3% 0% 6% 4% 3% 0% 4% 0%
*** A change to the regulations regarding hidden fees 5% 0% 5% 4% 5% 5% 5% 0% 3% 6% 0% 0% 4% 8%
*** Measures were implemented to protect Canadian consumers from questionable business practices 2% 0% 2% 2% 2% 2% 2% 5% 0% 1% 5% 19% 2% 2%
*** No more raising limit without permission and no more hidden fees 6% 0% 6% 3% 7% 8% 8% 9% 2% 1% 6% 0% 7% 1%
*** New regulations / A change to the regulations (Unspecified) 4% 9% 4% 1% 8% 4% 3% 14% 0% 8% 0% 0% 5% 2%
*** Visit our website / Visit this website 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You will be informed before any changes to your credit card account are made 5% 0% 5% 6% 5% 4% 2% 0% 9% 13% 0% 0% 4% 7%
*** About credit cards (Unspecified) 2% 0% 2% 4% 2% 1% 3% 8% 0% 0% 3% 0% 2% 2%
*** No increase of credit limit without permission, no increase to the interest rate without informing the consumer, and no more hidden fees 8% 20% 8% 9% 5% 10% 8% 0% 0% 10% 13% 50% 8% 10%
*** No raising interest rates and credit limits without consent 2% 0% 2% 3% 2% 1% 2% 4% 0% 4% 0% 0% 2% 3%
A change in regulations regarding interest rates 1% 8% 0% 0% 2% 0% 1% 0% 0% 1% 0% 0% 1% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 1% 1% 0% 1% 0% 4% 0% 0% 6% 0% 1% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***I don`t know / refusal 8% 0% 8% 10% 10% 6% 8% 7% 7% 9% 14% 0% 8% 11%
Indicate your answer here: 3% 0% 3% 5% 1% 2% 4% 0% 0% 1% 4% 0% 3% 2%

What are the main things, if any, you liked about this ad?
No:23 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q8B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 30% 27% 32% 12% 29% 30% 29% 39% 34% 33% 16% 21% 23% 37% 19% 19% 38%
***High production quality / high technical quality of video 3% 4% 3% 2% 6% 4% 1% 3% 4% 3% 5% 9% 5% 1% 5% 4% 4%
The respondent indentifies the main message of the ad 20% 23% 18% 26% 11% 24% 21% 17% 22% 20% 22% 21% 21% 19% 28% 23% 16%
The ad provides resources for further education 0% 0% 1% 0% 0% 0% 2% 0% 0% 0% 1% 0% 1% 0% 0% 0% 2%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 3% 2% 4% 6% 0% 2% 4% 2% 5% 3% 3% 3% 2% 3% 2% 10% 2%
I found the ad to be funny / entertaining / it catches my attention 7% 6% 8% 13% 7% 10% 7% 4% 3% 8% 4% 16% 6% 4% 18% 8% 9%
I liked the talking credit card 9% 8% 10% 16% 11% 10% 8% 7% 2% 7% 14% 4% 15% 8% 4% 9% 4%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 2% 1% 3% 0% 0% 0% 4% 6% 3% 1% 6% 6% 4% 2% 0% 0% 0%
***I don`t know / refusal 3% 4% 2% 6% 4% 2% 3% 2% 3% 4% 0% 7% 2% 3% 2% 0% 8%
***Nothing 18% 20% 17% 17% 28% 15% 17% 13% 20% 16% 25% 14% 19% 21% 20% 14% 13%
Indicate your answer here: 4% 5% 2% 2% 4% 3% 3% 7% 3% 3% 6% 0% 2% 4% 2% 12% 3%

What are the main things, if any, you liked about this ad?
No:24 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q8B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 30% 47% 29% 22% 30% 37% 28% 17% 21% 34% 43% 50% 30% 29%
***High production quality / high technical quality of video 3% 0% 3% 2% 7% 2% 4% 0% 5% 3% 0% 0% 4% 1%
The respondent indentifies the main message of the ad 20% 8% 21% 27% 20% 14% 21% 15% 16% 24% 15% 0% 20% 24%
The ad provides resources for further education 0% 0% 0% 0% 1% 1% 0% 0% 0% 1% 0% 0% 1% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 3% 0% 3% 3% 4% 3% 3% 10% 5% 2% 7% 0% 3% 6%
I found the ad to be funny / entertaining / it catches my attention 7% 0% 7% 6% 7% 8% 10% 10% 5% 2% 0% 0% 8% 0%
I liked the talking credit card 9% 0% 9% 8% 5% 12% 11% 0% 16% 4% 7% 0% 9% 8%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 2% 19% 2% 3% 2% 2% 1% 0% 0% 6% 5% 0% 3% 0%
***I don`t know / refusal 3% 0% 3% 4% 2% 4% 2% 12% 5% 2% 10% 0% 3% 6%
***Nothing 18% 26% 18% 24% 18% 13% 16% 37% 25% 17% 13% 50% 18% 21%
Indicate your answer here: 4% 0% 4% 2% 4% 5% 4% 0% 0% 5% 0% 0% 4% 4%

What are the main things, if any, you did not like about this ad?
No:25 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q9B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***Boring 4% 4% 4% 12% 5% 4% 0% 2% 3% 5% 0% 3% 0% 6% 8% 0% 5%
***It was repetitive 0% 0% 0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0% 3% 0% 1%
*** Its length / Too long 10% 12% 9% 32% 11% 6% 9% 10% 3% 11% 10% 16% 10% 10% 10% 12% 8%
*** I don't understand the ad's relevance 3% 4% 1% 2% 3% 1% 2% 5% 4% 3% 3% 6% 3% 2% 4% 5% 1%
*** I did not like the music 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 3% 1% 5% 0% 2% 3% 3% 4% 5% 4% 0% 0% 0% 2% 3% 11% 6%
*** The ad was not clear 2% 2% 2% 0% 0% 1% 1% 3% 6% 2% 0% 3% 0% 2% 0% 2% 4%
*** General complaints about the production quality of the ad 1% 1% 1% 2% 0% 0% 1% 2% 1% 1% 1% 2% 1% 1% 2% 0% 0%
Ad was annoying / Voice was annoying 12% 10% 14% 2% 17% 8% 12% 16% 17% 10% 21% 6% 19% 10% 3% 11% 12%
Don't like the slang 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 2%
It's attempt to be hip 1% 1% 0% 0% 0% 0% 0% 0% 3% 1% 0% 0% 0% 1% 0% 0% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Sexist / Demeaning to women 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Everything 1% 1% 0% 3% 1% 0% 1% 1% 0% 1% 2% 0% 2% 0% 8% 0% 0%
***Nothing 47% 44% 51% 34% 42% 55% 53% 43% 50% 48% 45% 56% 53% 45% 36% 44% 46%
***I don`t know / refusal 5% 6% 4% 6% 3% 6% 10% 5% 1% 6% 3% 3% 1% 6% 12% 4% 10%
Indicate your answer here: 10% 12% 9% 7% 14% 14% 9% 8% 7% 9% 16% 6% 11% 13% 12% 10% 4%

What are the main things, if any, you did not like about this ad?
No:26 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q9B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***Boring 4% 0% 4% 4% 2% 5% 3% 8% 9% 3% 9% 0% 4% 6%
***It was repetitive 0% 0% 0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 1%
*** Its length / Too long 10% 0% 11% 12% 6% 13% 10% 10% 35% 3% 10% 31% 10% 14%
*** I don't understand the ad's relevance 3% 0% 3% 1% 3% 3% 2% 0% 3% 5% 2% 19% 2% 9%
*** I did not like the music 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 3% 0% 3% 3% 4% 2% 2% 10% 3% 5% 0% 0% 3% 0%
*** The ad was not clear 2% 0% 2% 3% 1% 2% 1% 3% 0% 5% 0% 0% 2% 2%
*** General complaints about the production quality of the ad 1% 0% 1% 0% 1% 2% 1% 0% 3% 1% 0% 0% 1% 0%
Ad was annoying / Voice was annoying 12% 18% 12% 12% 16% 9% 11% 13% 10% 18% 10% 0% 13% 6%
Don't like the slang 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 2%
It's attempt to be hip 1% 0% 1% 1% 0% 0% 0% 0% 0% 2% 0% 0% 1% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Sexist / Demeaning to women 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Everything 1% 0% 1% 1% 0% 1% 0% 3% 4% 1% 0% 0% 1% 3%
***Nothing 47% 43% 47% 51% 52% 40% 51% 24% 25% 49% 53% 50% 48% 42%
***I don`t know / refusal 5% 20% 5% 4% 7% 5% 7% 0% 5% 1% 10% 0% 6% 4%
Indicate your answer here: 10% 19% 10% 8% 8% 15% 12% 28% 2% 8% 6% 0% 10% 12%

Please indicate your level of agreement with the following statements about the radio ad
No:27 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11B1
This ad is memorable.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 11% 14% 8% 17% 14% 10% 9% 10% 10% 9% 21% 6% 19% 10% 8% 12% 6%
2 16% 15% 17% 29% 21% 9% 13% 11% 18% 14% 24% 20% 18% 16% 10% 14% 13%
3 28% 29% 27% 23% 29% 25% 32% 30% 26% 29% 23% 15% 25% 30% 35% 22% 37%
4 25% 29% 21% 21% 23% 29% 22% 29% 24% 26% 21% 23% 21% 26% 36% 33% 19%
5 - Strongly agree 20% 12% 27% 9% 13% 27% 23% 20% 22% 22% 11% 37% 17% 19% 10% 19% 24%
Mean : 3,3 3,1 3,4 2,8 3,0 3,5 3,4 3,4 3,3 3,4 2,8 3,6 3,0 3,3 3,3 3,3 3,4
Standard deviation : 1,3 1,2 1,3 1,2 1,2 1,3 1,2 1,2 1,3 1,2 1,3 1,3 1,4 1,2 1,1 1,3 1,2
Student's T : 95 95 95 -- 95 -- -- -- 99.9 99.9 -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:28 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11B1
This ad is memorable.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 11% 8% 11% 13% 14% 8% 9% 41% 9% 12% 11% 0% 10% 18%
2 16% 47% 15% 16% 13% 19% 12% 11% 41% 15% 25% 31% 16% 18%
3 28% 27% 28% 30% 25% 28% 31% 24% 24% 28% 10% 69% 28% 25%
4 25% 18% 25% 21% 27% 27% 29% 10% 21% 23% 16% 0% 26% 20%
5 - Strongly agree 20% 0% 20% 20% 21% 18% 20% 14% 5% 22% 38% 0% 20% 19%
Mean : 3,3 2,6 3,3 3,2 3,3 3,3 3,4 2,4 2,7 3,3 3,4 2,7 3,3 3,0
Standard deviation : 1,3 0,9 1,3 1,3 1,3 1,2 1,2 1,5 1,1 1,3 1,5 0,6 1,2 1,4
Student's T : -- -- -- -- -- 95 95 95 -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:29 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11B2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 4% 5% 3% 4% 5% 4% 4% 3% 3% 3% 6% 3% 4% 5% 5% 1% 2%
2 6% 8% 4% 13% 7% 4% 4% 4% 6% 5% 8% 9% 5% 5% 6% 16% 0%
3 18% 16% 19% 24% 23% 14% 13% 17% 18% 17% 21% 11% 19% 15% 25% 14% 28%
4 33% 38% 28% 29% 38% 29% 41% 28% 29% 32% 36% 26% 32% 38% 32% 20% 31%
5 - Strongly agree 40% 33% 46% 30% 27% 49% 38% 48% 44% 43% 29% 52% 40% 37% 32% 49% 40%
Mean : 4,0 3,9 4,1 3,7 3,7 4,1 4,1 4,1 4,0 4,1 3,7 4,1 4,0 4,0 3,8 4,0 4,1
Standard deviation : 1,1 1,1 1,0 1,1 1,1 1,1 1,0 1,0 1,1 1,0 1,1 1,1 1,1 1,1 1,1 1,2 0,9
Student's T : 95 95 -- -- -- -- -- -- 95 95 -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:30 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11B2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 4% 28% 3% 4% 4% 4% 3% 17% 5% 3% 0% 19% 4% 5%
2 6% 0% 6% 7% 5% 5% 4% 6% 15% 8% 10% 0% 5% 8%
3 18% 36% 17% 21% 17% 16% 16% 43% 10% 20% 18% 0% 17% 20%
4 33% 36% 33% 31% 29% 37% 37% 15% 46% 24% 16% 81% 33% 30%
5 - Strongly agree 40% 0% 41% 37% 45% 38% 39% 19% 25% 46% 57% 0% 40% 37%
Mean : 4,0 2,8 4,0 3,9 4,1 4,0 4,1 3,1 3,7 4,0 4,2 3,4 4,0 3,8
Standard deviation : 1,1 1,3 1,1 1,1 1,1 1,0 1,0 1,3 1,2 1,1 1,1 1,5 1,1 1,2
Student's T : 95 95 -- -- -- -- 95 -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:31 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11B3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 11% 13% 9% 20% 14% 11% 9% 7% 7% 9% 18% 9% 17% 11% 9% 7% 5%
2 14% 14% 14% 15% 14% 14% 11% 15% 16% 13% 19% 14% 17% 11% 20% 19% 9%
3 27% 31% 22% 31% 24% 27% 31% 20% 25% 26% 29% 18% 23% 29% 27% 33% 26%
4 26% 26% 26% 28% 34% 16% 29% 29% 25% 28% 20% 22% 26% 26% 23% 12% 42%
5 - Strongly agree 22% 16% 29% 6% 15% 32% 21% 29% 27% 25% 14% 37% 17% 23% 21% 28% 18%
Mean : 3,4 3,2 3,5 2,9 3,2 3,4 3,4 3,6 3,5 3,5 2,9 3,7 3,1 3,4 3,3 3,4 3,6
Standard deviation : 1,3 1,2 1,3 1,2 1,3 1,4 1,2 1,2 1,2 1,2 1,3 1,4 1,3 1,3 1,3 1,3 1,0
Student's T : 99 99 99 -- -- -- -- -- 99.9 99.9 -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:32 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11B3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 11% 0% 11% 10% 9% 13% 11% 7% 20% 8% 9% 0% 10% 13%
2 14% 19% 14% 14% 15% 13% 12% 40% 9% 16% 11% 0% 15% 10%
3 27% 28% 27% 28% 26% 26% 25% 21% 36% 22% 37% 100% 26% 27%
4 26% 37% 26% 32% 17% 28% 29% 18% 24% 29% 11% 0% 27% 24%
5 - Strongly agree 22% 16% 23% 16% 33% 20% 23% 14% 11% 25% 30% 0% 22% 26%
Mean : 3,4 3,5 3,4 3,3 3,5 3,3 3,4 2,9 3,0 3,5 3,4 3,0 3,4 3,4
Standard deviation : 1,3 1,0 1,3 1,2 1,3 1,3 1,3 1,2 1,3 1,3 1,3 0,0 1,3 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- 99.9 -- --

Please indicate your level of agreement with the following statements about the radio ad
No:33 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11B4
The message of this ad is not very clear.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 49% 41% 56% 52% 34% 47% 52% 55% 55% 50% 47% 57% 53% 48% 34% 50% 49%
2 27% 31% 23% 24% 29% 32% 26% 24% 23% 26% 27% 15% 26% 24% 40% 25% 36%
3 12% 14% 10% 21% 22% 8% 8% 7% 9% 13% 9% 24% 10% 11% 14% 8% 13%
4 7% 8% 5% 4% 9% 7% 7% 6% 7% 6% 9% 0% 8% 11% 5% 4% 0%
5 - Strongly agree 6% 6% 6% 0% 7% 7% 6% 8% 6% 5% 8% 5% 4% 7% 7% 14% 2%
Mean : 1,9 2,1 1,8 1,8 2,2 2,0 1,9 1,9 1,9 1,9 2,1 1,8 1,8 2,0 2,1 2,1 1,7
Standard deviation : 1,2 1,2 1,2 0,9 1,2 1,2 1,2 1,3 1,2 1,2 1,3 1,1 1,1 1,3 1,1 1,4 0,8
Student's T : 95 95 -- 95 -- -- -- -- -- -- -- -- -- -- -- 95

Please indicate your level of agreement with the following statements about the radio ad
No:34 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11B4
The message of this ad is not very clear.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 49% 9% 50% 51% 52% 45% 49% 39% 36% 55% 57% 31% 49% 47%
2 27% 54% 26% 21% 29% 30% 27% 25% 27% 23% 40% 0% 27% 24%
3 12% 8% 12% 14% 12% 9% 12% 30% 24% 6% 4% 19% 12% 10%
4 7% 9% 6% 8% 3% 8% 7% 0% 10% 8% 0% 50% 7% 6%
5 - Strongly agree 6% 20% 6% 5% 4% 8% 6% 7% 3% 8% 0% 0% 5% 13%
Mean : 1,9 2,8 1,9 1,9 1,8 2,0 1,9 2,1 2,2 1,9 1,5 2,9 1,9 2,1
Standard deviation : 1,2 1,4 1,2 1,2 1,1 1,3 1,2 1,2 1,1 1,3 0,6 1,7 1,1 1,4
Student's T : -- -- -- -- -- -- -- -- -- 99 -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:35 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11B5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 8% 10% 7% 7% 11% 10% 5% 6% 10% 6% 15% 3% 12% 8% 2% 11% 6%
2 9% 10% 9% 10% 10% 4% 10% 8% 14% 9% 10% 5% 12% 11% 8% 5% 4%
3 24% 24% 23% 37% 26% 22% 21% 22% 19% 25% 20% 31% 18% 20% 32% 31% 30%
4 29% 29% 30% 29% 26% 28% 27% 37% 30% 30% 26% 23% 31% 31% 26% 22% 32%
5 - Strongly agree 30% 28% 32% 18% 27% 37% 37% 27% 28% 30% 29% 38% 27% 31% 32% 31% 27%
Mean : 3,6 3,6 3,7 3,4 3,5 3,8 3,8 3,7 3,5 3,7 3,4 3,9 3,5 3,7 3,8 3,6 3,7
Standard deviation : 1,2 1,3 1,2 1,1 1,3 1,3 1,2 1,1 1,3 1,2 1,4 1,1 1,3 1,2 1,1 1,3 1,1
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:36 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11B5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 8% 16% 8% 8% 10% 7% 8% 17% 9% 8% 0% 0% 7% 15%
2 9% 20% 9% 8% 8% 11% 8% 11% 13% 10% 6% 19% 8% 15%
3 24% 37% 23% 32% 21% 17% 21% 34% 23% 22% 41% 0% 24% 19%
4 29% 18% 30% 27% 25% 35% 30% 18% 32% 31% 19% 81% 30% 26%
5 - Strongly agree 30% 9% 30% 25% 36% 30% 32% 20% 23% 29% 34% 0% 31% 25%
Mean : 3,6 2,8 3,7 3,5 3,7 3,7 3,7 3,1 3,5 3,6 3,8 3,6 3,7 3,3
Standard deviation : 1,2 1,2 1,2 1,2 1,3 1,2 1,2 1,4 1,2 1,2 1,0 1,0 1,2 1,4
Student's T : -- -- -- -- -- -- -- -- -- -- -- 95 95

Overall, how much do you like this radio advertising?
No:37 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q6C
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
TOTAL LIKE A LOT 42% 38% 45% 43% 39% 41% 47% 44% 35% 39% 52% 52% 46% 38% 43% 31% 47%
I like it a lot 16% 13% 18% 8% 13% 16% 22% 22% 12% 15% 18% 30% 12% 19% 7% 18% 9%
I like it a bit 26% 25% 26% 35% 27% 25% 25% 22% 22% 23% 34% 23% 34% 19% 36% 13% 38%
Neither like it nor dislike it 24% 27% 21% 35% 27% 25% 20% 16% 24% 25% 19% 14% 21% 28% 23% 34% 16%
TOTAL DISLIKE A LOT 35% 35% 34% 23% 34% 34% 33% 40% 42% 36% 29% 34% 33% 35% 34% 36% 37%
I dislike it a bit 21% 22% 21% 19% 26% 24% 22% 18% 15% 21% 22% 22% 23% 19% 27% 19% 23%
I dislike it a lot 13% 13% 14% 4% 8% 9% 10% 21% 26% 15% 7% 12% 10% 16% 7% 16% 14%

Overall, how much do you like this radio advertising?
No:38 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q6C
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
TOTAL LIKE A LOT 42% 66% 41% 41% 35% 47% 44% 37% 37% 37% 48% 0% 43% 30%
I like it a lot 16% 29% 16% 15% 18% 16% 15% 37% 8% 14% 23% 0% 16% 12%
I like it a bit 26% 37% 25% 26% 18% 32% 29% 0% 29% 23% 25% 0% 27% 18%
Neither like it nor dislike it 24% 8% 24% 38% 17% 16% 22% 15% 34% 20% 41% 50% 24% 23%
TOTAL DISLIKE A LOT 35% 26% 35% 21% 47% 37% 34% 48% 28% 43% 11% 50% 33% 47%
I dislike it a bit 21% 10% 21% 13% 25% 26% 23% 40% 20% 18% 5% 50% 20% 27%
I dislike it a lot 13% 16% 13% 8% 23% 11% 11% 8% 9% 25% 6% 0% 12% 20%

What are the key messages? What is this ad telling you?
No:39 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q7C
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
*** A change to credit card rules / regulations 43% 40% 45% 59% 45% 43% 40% 41% 33% 42% 47% 41% 48% 40% 43% 46% 39%
*** A change to credit cards 2% 2% 1% 6% 2% 0% 1% 1% 1% 2% 2% 6% 2% 2% 1% 0% 0%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 6% 4% 8% 0% 2% 11% 9% 8% 5% 6% 6% 12% 2% 8% 6% 10% 3%
*** Measures were implemented to protect Canadian consumers 8% 9% 7% 4% 9% 14% 6% 7% 7% 10% 3% 8% 1% 13% 2% 6% 11%
*** A change to the regulations regarding hidden fees 4% 4% 4% 4% 7% 1% 5% 2% 6% 3% 7% 0% 3% 5% 5% 7% 4%
*** Measures were implemented to protect Canadian consumers from questionable business practices 3% 4% 2% 0% 6% 1% 6% 3% 2% 3% 4% 4% 4% 1% 6% 3% 6%
*** No more raising limit without permission and no more hidden fees 6% 4% 7% 2% 4% 6% 5% 7% 8% 5% 6% 3% 9% 4% 7% 0% 7%
*** New regulations / A change to the regulations (Unspecified) 3% 7% 1% 2% 1% 5% 3% 6% 3% 4% 3% 0% 5% 3% 2% 2% 5%
*** Visit our website / Visit this website 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 1% 0% 1% 0% 0% 0% 0%
*** You will be informed before any changes to your credit card account are made 2% 1% 4% 0% 5% 0% 1% 1% 6% 3% 0% 0% 0% 3% 4% 2% 6%
*** About credit cards (Unspecified) 1% 1% 1% 5% 2% 0% 0% 0% 0% 1% 1% 8% 1% 0% 0% 0% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 1% 1% 1% 0% 0% 0% 4% 0% 1% 1% 0% 0% 1% 0% 3% 4% 0%
*** No raising interest rates and credit limits without permission 1% 1% 1% 0% 0% 4% 2% 0% 0% 1% 1% 0% 1% 2% 0% 2% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 2% 0% 0% 2% 3% 0% 0% 1% 0% 7% 0% 1% 0% 0% 0%
*** The wife/woman has a spending problem / overspends 2% 3% 1% 0% 0% 1% 2% 5% 5% 3% 0% 0% 0% 3% 5% 2% 4%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 1% 0% 0% 2% 0% 0% 1% 0% 0% 2% 0% 1% 0% 0% 0% 1%
***I don`t know / refusal 11% 13% 9% 17% 13% 7% 7% 10% 16% 11% 13% 11% 15% 10% 15% 4% 11%
Indicate your answer here: 5% 6% 4% 2% 2% 5% 5% 7% 6% 4% 6% 0% 5% 5% 0% 12% 3%

What are the key messages? What is this ad telling you?
No:40 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q7C
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
*** A change to credit card rules / regulations 43% 54% 42% 41% 42% 44% 42% 38% 53% 42% 41% 31% 43% 39%
*** A change to credit cards 2% 0% 2% 1% 2% 1% 2% 0% 6% 0% 3% 0% 2% 0%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 6% 20% 6% 6% 7% 6% 7% 10% 2% 5% 5% 0% 6% 10%
*** Measures were implemented to protect Canadian consumers 8% 9% 8% 5% 5% 13% 10% 0% 11% 5% 0% 50% 7% 13%
*** A change to the regulations regarding hidden fees 4% 0% 4% 5% 1% 6% 3% 7% 10% 5% 0% 0% 4% 4%
*** Measures were implemented to protect Canadian consumers from questionable business practices 3% 0% 3% 3% 4% 2% 4% 0% 0% 3% 4% 19% 4% 1%
*** No more raising limit without permission and no more hidden fees 6% 0% 6% 5% 6% 6% 5% 6% 3% 8% 9% 0% 6% 5%
*** New regulations / A change to the regulations (Unspecified) 3% 9% 3% 5% 3% 3% 4% 0% 0% 5% 0% 0% 4% 1%
*** Visit our website / Visit this website 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You will be informed before any changes to your credit card account are made 2% 0% 2% 3% 1% 2% 2% 0% 3% 5% 0% 0% 3% 0%
*** About credit cards (Unspecified) 1% 0% 1% 3% 0% 0% 2% 0% 0% 0% 0% 0% 1% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 1% 0% 1% 1% 1% 1% 1% 0% 0% 1% 3% 0% 1% 0%
*** No raising interest rates and credit limits without permission 1% 0% 1% 3% 0% 0% 1% 0% 0% 0% 10% 0% 1% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 1% 2% 2% 0% 0% 0% 0% 0% 13% 0% 1% 0%
*** The wife/woman has a spending problem / overspends 2% 0% 2% 3% 3% 1% 2% 0% 0% 4% 0% 0% 2% 2%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 0% 1% 0% 1% 0% 1% 3% 0% 0% 0% 0% 0% 1%
***I don`t know / refusal 11% 8% 11% 10% 15% 9% 12% 7% 12% 11% 11% 0% 10% 16%
Indicate your answer here: 5% 0% 5% 3% 5% 5% 3% 28% 0% 7% 0% 0% 4% 8%

What are the main things, if any, you liked about this ad?
No:41 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q8C
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 13% 10% 16% 10% 14% 16% 15% 13% 11% 14% 12% 12% 14% 14% 11% 9% 17%
***High production quality / high technical quality of video 2% 2% 2% 4% 3% 1% 3% 0% 1% 2% 1% 0% 1% 3% 2% 2% 1%
The respondent indentifies the main message of the ad 23% 22% 23% 10% 14% 26% 26% 19% 35% 22% 24% 28% 21% 26% 22% 16% 18%
The ad provides resources for further education 1% 1% 0% 0% 2% 0% 1% 1% 0% 1% 0% 0% 0% 1% 2% 0% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 5% 6% 5% 4% 10% 5% 4% 5% 3% 4% 8% 6% 6% 4% 5% 8% 2%
I found the ad to be funny / entertaining / it catches my attention 15% 15% 15% 30% 10% 16% 15% 16% 7% 15% 16% 25% 16% 9% 21% 18% 17%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 1% 0% 3% 0% 4% 2% 0% 1% 1% 2% 1% 0% 1% 1% 0% 0% 6%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 1% 2% 0% 0% 3% 0% 0% 0% 4% 1% 1% 0% 1% 2% 0% 0% 0%
***I don`t know / refusal 4% 7% 2% 9% 6% 5% 3% 4% 0% 5% 1% 3% 1% 5% 5% 8% 6%
***Nothing 31% 33% 29% 24% 29% 27% 29% 39% 36% 32% 26% 26% 29% 34% 31% 30% 30%
Indicate your answer here: 4% 2% 5% 9% 5% 2% 4% 3% 1% 2% 10% 0% 9% 0% 0% 8% 3%

What are the main things, if any, you liked about this ad?
No:42 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q8C
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 13% 38% 13% 9% 14% 16% 14% 10% 6% 9% 27% 31% 15% 4%
***High production quality / high technical quality of video 2% 0% 2% 1% 4% 1% 2% 0% 5% 1% 3% 0% 2% 0%
The respondent indentifies the main message of the ad 23% 19% 23% 25% 14% 27% 25% 4% 10% 29% 15% 0% 22% 26%
The ad provides resources for further education 1% 0% 1% 1% 0% 1% 1% 0% 0% 1% 0% 0% 1% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 5% 9% 5% 4% 6% 6% 4% 0% 14% 3% 15% 0% 5% 3%
I found the ad to be funny / entertaining / it catches my attention 15% 0% 15% 15% 11% 18% 17% 10% 19% 9% 12% 50% 16% 11%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 1% 0% 1% 2% 3% 0% 1% 10% 0% 1% 0% 0% 2% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 1% 0% 1% 2% 1% 1% 1% 4% 0% 3% 0% 0% 1% 1%
***I don`t know / refusal 4% 0% 4% 7% 3% 3% 3% 13% 10% 0% 12% 0% 4% 5%
***Nothing 31% 34% 31% 28% 43% 25% 28% 39% 27% 43% 16% 19% 28% 48%
Indicate your answer here: 4% 0% 4% 5% 2% 4% 4% 10% 8% 1% 0% 0% 4% 1%

What are the main things, if any, you did not like about this ad?
No:43 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q9C
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***Boring 3% 3% 3% 6% 2% 5% 4% 4% 0% 3% 5% 0% 3% 4% 3% 7% 2%
***It was repetitive 0% 1% 0% 0% 0% 0% 0% 2% 0% 0% 1% 0% 1% 0% 0% 2% 0%
*** Its length / Too long 14% 12% 15% 25% 16% 13% 7% 11% 13% 13% 14% 18% 14% 14% 19% 12% 8%
*** I don't understand the ad's relevance 11% 10% 11% 6% 3% 11% 12% 10% 19% 12% 7% 12% 7% 10% 11% 18% 13%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 1% 2% 0% 0% 0% 1% 0% 1% 4% 1% 0% 0% 0% 2% 5% 0% 0%
*** The ad was not clear 9% 5% 12% 2% 10% 4% 12% 14% 8% 9% 6% 6% 12% 9% 3% 5% 8%
*** General complaints about the production quality of the ad 1% 1% 0% 0% 0% 1% 0% 1% 1% 1% 0% 0% 0% 1% 2% 0% 0%
Ad was annoying / Voice was annoying 6% 7% 5% 14% 8% 8% 4% 5% 3% 7% 6% 8% 5% 6% 6% 6% 11%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 3% 4% 2% 0% 4% 2% 1% 2% 9% 4% 0% 6% 2% 3% 5% 3% 6%
Sexist / Demeaning to women 5% 3% 7% 0% 1% 5% 7% 8% 6% 4% 7% 6% 5% 5% 4% 7% 1%
Everything 4% 7% 2% 2% 3% 4% 8% 5% 3% 3% 8% 2% 7% 5% 0% 3% 0%
***Nothing 27% 26% 28% 23% 31% 34% 29% 19% 23% 27% 26% 31% 26% 25% 24% 27% 33%
***I don`t know / refusal 7% 7% 6% 11% 9% 2% 8% 8% 4% 7% 5% 3% 1% 8% 8% 10% 12%
Indicate your answer here: 9% 10% 9% 11% 13% 8% 7% 10% 7% 8% 14% 8% 17% 7% 11% 2% 7%

What are the main things, if any, you did not like about this ad?
No:44 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q9C
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***Boring 3% 10% 3% 1% 4% 5% 4% 0% 5% 3% 2% 0% 3% 6%
***It was repetitive 0% 0% 0% 0% 1% 0% 0% 0% 0% 2% 0% 0% 0% 0%
*** Its length / Too long 14% 8% 14% 11% 12% 17% 15% 0% 26% 9% 8% 31% 14% 12%
*** I don't understand the ad's relevance 11% 8% 11% 14% 11% 8% 9% 13% 2% 13% 27% 0% 11% 10%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Not informative / Lacks information 1% 0% 1% 1% 0% 1% 1% 0% 0% 3% 0% 0% 1% 3%
*** The ad was not clear 9% 9% 9% 5% 11% 10% 7% 0% 9% 13% 16% 0% 9% 5%
*** General complaints about the production quality of the ad 1% 0% 1% 0% 1% 0% 1% 0% 0% 1% 0% 0% 1% 0%
Ad was annoying / Voice was annoying 6% 0% 7% 6% 4% 9% 7% 18% 11% 3% 0% 0% 6% 9%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 3% 0% 3% 3% 2% 4% 3% 3% 0% 6% 0% 19% 3% 4%
Sexist / Demeaning to women 5% 0% 5% 4% 8% 3% 4% 10% 0% 9% 0% 50% 4% 7%
Everything 4% 8% 4% 4% 6% 4% 6% 3% 0% 4% 0% 0% 4% 9%
***Nothing 27% 18% 27% 37% 24% 20% 27% 41% 21% 22% 38% 0% 28% 21%
***I don`t know / refusal 7% 20% 6% 8% 6% 6% 7% 3% 10% 5% 10% 0% 7% 4%
Indicate your answer here: 9% 19% 9% 7% 8% 12% 11% 9% 15% 7% 0% 0% 9% 11%

Please indicate your level of agreement with the following statements about the radio ad.
No:45 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11C1
This ad is memorable
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 21% 23% 19% 17% 17% 17% 20% 23% 31% 18% 30% 15% 29% 19% 7% 22% 21%
2 18% 19% 17% 20% 25% 12% 15% 13% 25% 17% 22% 18% 24% 17% 25% 15% 9%
3 32% 32% 33% 40% 38% 38% 32% 31% 18% 32% 33% 19% 34% 32% 39% 30% 37%
4 18% 19% 17% 23% 17% 15% 19% 17% 17% 19% 13% 25% 11% 19% 21% 17% 21%
5 - Strongly agree 11% 8% 14% 0% 3% 18% 14% 16% 10% 13% 3% 24% 3% 13% 9% 16% 11%
Mean : 2,8 2,7 2,9 2,7 2,6 3,0 2,9 2,9 2,5 2,9 2,4 3,2 2,4 2,9 3,0 2,9 2,9
Standard deviation : 1,3 1,2 1,3 1,0 1,0 1,3 1,3 1,4 1,4 1,3 1,1 1,4 1,1 1,3 1,1 1,4 1,3
Student's T : -- -- -- -- -- -- -- 95 99.9 99.9 -- 99.9 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad.
No:46 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11C1
This ad is memorable
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 21% 8% 21% 18% 24% 21% 20% 12% 19% 28% 13% 50% 19% 34%
2 18% 18% 18% 17% 17% 20% 19% 8% 23% 17% 19% 0% 17% 27%
3 32% 56% 32% 39% 26% 31% 32% 36% 31% 29% 43% 50% 35% 15%
4 18% 18% 18% 19% 17% 18% 20% 10% 27% 13% 12% 0% 18% 17%
5 - Strongly agree 11% 0% 11% 8% 16% 10% 10% 34% 0% 13% 13% 0% 12% 7%
Mean : 2,8 2,8 2,8 2,8 2,8 2,8 2,8 3,5 2,7 2,7 2,9 2,0 2,9 2,4
Standard deviation : 1,3 0,9 1,3 1,2 1,4 1,3 1,2 1,4 1,1 1,4 1,2 1,3 1,2 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- -- 99 99

Please indicate your level of agreement with the following statements about the radio ad.
No:47 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11C2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 13% 14% 11% 5% 13% 6% 7% 21% 24% 13% 11% 12% 10% 12% 14% 12% 21%
2 15% 14% 15% 20% 19% 14% 13% 13% 10% 15% 15% 22% 13% 17% 13% 14% 9%
3 24% 29% 20% 30% 35% 24% 23% 21% 16% 25% 22% 24% 24% 21% 35% 33% 23%
4 24% 22% 26% 25% 23% 20% 33% 21% 22% 21% 35% 15% 33% 24% 17% 21% 21%
5 - Strongly agree 24% 20% 27% 19% 9% 36% 24% 24% 28% 26% 17% 27% 20% 26% 21% 21% 26%
Mean : 3,3 3,2 3,4 3,3 3,0 3,7 3,5 3,1 3,2 3,3 3,3 3,2 3,4 3,4 3,2 3,3 3,2
Standard deviation : 1,3 1,3 1,3 1,2 1,2 1,3 1,2 1,5 1,6 1,4 1,2 1,4 1,2 1,3 1,3 1,3 1,5
Student's T : -- -- -- 95 95 -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad.
No:48 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11C2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 13% 8% 13% 14% 15% 10% 12% 17% 5% 22% 0% 0% 11% 21%
2 15% 20% 14% 19% 9% 14% 13% 18% 19% 12% 25% 50% 14% 17%
3 24% 46% 24% 25% 23% 25% 29% 13% 29% 18% 13% 19% 26% 15%
4 24% 26% 24% 21% 18% 32% 25% 11% 32% 22% 29% 31% 24% 24%
5 - Strongly agree 24% 0% 25% 21% 34% 19% 22% 41% 15% 27% 33% 0% 24% 22%
Mean : 3,3 2,9 3,3 3,2 3,5 3,3 3,3 3,4 3,3 3,2 3,7 2,8 3,4 3,1
Standard deviation : 1,3 0,9 1,3 1,3 1,4 1,2 1,3 1,6 1,1 1,5 1,2 1,1 1,3 1,5
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:49 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11C3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 17% 20% 14% 20% 17% 19% 11% 22% 15% 16% 21% 17% 21% 15% 13% 25% 11%
2 16% 17% 15% 23% 20% 16% 8% 14% 18% 17% 13% 9% 12% 17% 18% 14% 23%
3 28% 29% 26% 36% 22% 27% 31% 24% 29% 26% 35% 16% 33% 30% 27% 18% 27%
4 23% 22% 23% 17% 30% 16% 29% 19% 22% 23% 22% 21% 21% 23% 26% 15% 31%
5 - Strongly agree 17% 12% 22% 4% 11% 22% 22% 21% 16% 19% 9% 37% 14% 15% 16% 27% 8%
Mean : 3,1 2,9 3,2 2,6 3,0 3,1 3,4 3,0 3,1 3,1 2,9 3,5 3,0 3,1 3,1 3,0 3,0
Standard deviation : 1,3 1,3 1,3 1,1 1,3 1,4 1,2 1,4 1,3 1,3 1,2 1,5 1,3 1,3 1,3 1,6 1,2
Student's T : 95 95 95 -- -- 99 -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:50 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11C3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 17% 0% 17% 16% 21% 15% 18% 22% 26% 14% 3% 0% 16% 22%
2 16% 0% 16% 16% 15% 17% 13% 10% 27% 19% 23% 0% 15% 18%
3 28% 53% 27% 30% 25% 28% 26% 23% 27% 28% 44% 69% 29% 20%
4 23% 47% 22% 28% 16% 23% 26% 11% 15% 22% 11% 31% 23% 22%
5 - Strongly agree 17% 0% 17% 11% 23% 18% 17% 34% 5% 16% 19% 0% 17% 18%
Mean : 3,1 3,5 3,1 3,0 3,1 3,1 3,1 3,3 2,5 3,1 3,2 3,3 3,1 3,0
Standard deviation : 1,3 0,5 1,3 1,2 1,4 1,3 1,3 1,6 1,2 1,3 1,1 0,6 1,3 1,4
Student's T : -- -- -- -- -- -- -- 95 -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:51 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11C4
The message of this ad is not very clear
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 31% 28% 34% 37% 23% 35% 34% 32% 26% 31% 31% 54% 33% 28% 21% 28% 31%
2 25% 24% 25% 17% 39% 19% 21% 18% 31% 23% 29% 19% 25% 26% 20% 17% 30%
3 22% 23% 20% 38% 24% 15% 20% 25% 16% 23% 18% 14% 23% 21% 35% 24% 18%
4 11% 13% 9% 9% 6% 16% 12% 8% 11% 11% 9% 6% 10% 11% 10% 9% 14%
5 - Strongly agree 12% 12% 12% 0% 9% 14% 13% 17% 16% 12% 13% 7% 9% 14% 14% 22% 8%
Mean : 2,5 2,6 2,4 2,2 2,4 2,6 2,5 2,6 2,6 2,5 2,4 1,9 2,4 2,6 2,8 2,8 2,4
Standard deviation : 1,3 1,3 1,4 1,0 1,2 1,5 1,4 1,4 1,4 1,3 1,4 1,2 1,3 1,4 1,3 1,5 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- 95 -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:52 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11C4
The message of this ad is not very clear
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 31% 27% 31% 32% 36% 27% 32% 20% 34% 29% 32% 81% 32% 24%
2 25% 43% 24% 24% 15% 32% 26% 24% 12% 24% 33% 0% 26% 18%
3 22% 10% 22% 24% 22% 18% 20% 28% 35% 22% 16% 19% 21% 24%
4 11% 0% 11% 9% 10% 12% 12% 4% 16% 8% 10% 0% 10% 15%
5 - Strongly agree 12% 20% 12% 10% 16% 11% 11% 24% 3% 18% 9% 0% 11% 19%
Mean : 2,5 2,4 2,5 2,4 2,6 2,5 2,4 2,9 2,4 2,6 2,3 1,4 2,4 2,9
Standard deviation : 1,3 1,5 1,3 1,3 1,5 1,3 1,3 1,5 1,2 1,4 1,3 1,0 1,3 1,4
Student's T : -- -- -- -- -- -- -- -- -- -- -- 95 95

Please indicate your level of agreement with the following statements about the radio ad
No:53 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
Q11C5
I have learned something new as a result of viewing this ad
Weighted Totals: 402 195 208 47 65 79 80 60 71 314 88 30 96 155 26 41 54
Unweighted Totals: 402 220 182 37 57 66 97 69 76 309 93 24 97 150 38 42 51
1 - Strongly disagree 16% 18% 13% 7% 18% 12% 8% 24% 24% 15% 19% 21% 17% 15% 6% 17% 15%
2 12% 10% 13% 8% 9% 18% 10% 9% 12% 12% 11% 3% 16% 12% 15% 9% 9%
3 28% 29% 27% 46% 30% 19% 27% 32% 24% 29% 25% 23% 27% 23% 44% 30% 38%
4 25% 27% 23% 25% 28% 23% 28% 21% 22% 24% 26% 31% 23% 27% 18% 20% 23%
5 - Strongly agree 20% 17% 23% 13% 15% 28% 27% 13% 17% 20% 19% 21% 16% 24% 17% 24% 14%
Mean : 3,2 3,1 3,3 3,3 3,1 3,4 3,6 2,9 3,0 3,2 3,2 3,3 3,0 3,3 3,3 3,3 3,1
Standard deviation : 1,3 1,3 1,3 1,1 1,3 1,4 1,2 1,3 1,4 1,3 1,4 1,4 1,3 1,4 1,1 1,4 1,2
Student's T : -- -- -- -- -- 99 95 -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:54 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
Q11C5
I have learned something new as a result of viewing this ad
Weighted Totals: 402 9 393 138 117 147 231 19 33 87 30 3 344 58
Unweighted Totals: 402 9 393 100 126 176 246 17 27 88 21 3 343 58
1 - Strongly disagree 16% 16% 16% 14% 17% 15% 13% 19% 14% 27% 0% 0% 14% 26%
2 12% 8% 12% 8% 14% 13% 11% 10% 9% 9% 28% 0% 10% 19%
3 28% 30% 28% 37% 22% 26% 29% 21% 31% 25% 32% 69% 30% 20%
4 25% 46% 24% 23% 20% 30% 28% 9% 26% 20% 15% 31% 25% 22%
5 - Strongly agree 20% 0% 20% 18% 27% 16% 19% 41% 19% 18% 25% 0% 21% 13%
Mean : 3,2 3,1 3,2 3,2 3,3 3,2 3,3 3,4 3,3 2,9 3,4 3,3 3,3 2,8
Standard deviation : 1,3 1,2 1,3 1,3 1,4 1,3 1,3 1,6 1,3 1,5 1,2 0,6 1,3 1,4
Student's T : -- -- -- -- -- -- -- -- 95 -- -- 99 99

Overall, how much do you like the Government of Canada advertising?
No:55 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W6A
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
TOTAL LIKE A LOT 53% 49% 57% 56% 49% 59% 55% 41% 58% 51% 61% 58% 60% 47% 65% 58% 46%
I like it a lot 17% 14% 20% 6% 17% 22% 12% 16% 25% 15% 24% 16% 22% 18% 23% 14% 6%
I like it a bit 36% 36% 37% 50% 31% 37% 43% 25% 33% 36% 37% 43% 39% 29% 42% 44% 40%
Neither like it nor dislike it 32% 33% 31% 26% 41% 25% 35% 39% 24% 33% 26% 24% 24% 36% 22% 29% 44%
TOTAL DISLIKE A LOT 15% 18% 12% 18% 10% 16% 9% 20% 18% 15% 13% 18% 16% 16% 13% 13% 10%
I dislike it a bit 9% 11% 8% 13% 8% 11% 5% 14% 7% 11% 5% 15% 10% 9% 13% 11% 4%
I dislike it a lot 5% 7% 4% 5% 2% 5% 4% 5% 11% 5% 8% 3% 6% 7% 0% 2% 6%

Overall, how much do you like the Government of Canada advertising?
No:56 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W6A
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
TOTAL LIKE A LOT 53% 75% 53% 55% 56% 50% 56% 43% 48% 49% 62% 0% 55% 42%
I like it a lot 17% 9% 17% 20% 19% 13% 17% 11% 10% 19% 27% 0% 18% 9%
I like it a bit 36% 66% 36% 35% 37% 37% 39% 32% 38% 30% 34% 0% 37% 34%
Neither like it nor dislike it 32% 25% 32% 29% 32% 35% 30% 37% 37% 30% 38% 81% 30% 42%
TOTAL DISLIKE A LOT 15% 0% 15% 17% 12% 16% 14% 21% 15% 22% 0% 19% 15% 15%
I dislike it a bit 9% 0% 10% 13% 7% 8% 9% 14% 10% 13% 0% 19% 10% 5%
I dislike it a lot 5% 0% 6% 4% 5% 8% 5% 7% 5% 9% 0% 0% 5% 10%

What are the key messages? What is this ad telling you?
No:57 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W7A
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
*** A change to credit card rules / regulations 53% 51% 54% 59% 60% 46% 51% 51% 53% 52% 56% 56% 55% 51% 61% 43% 54%
*** A change to credit cards 3% 1% 5% 5% 0% 4% 4% 3% 3% 4% 0% 8% 0% 3% 0% 4% 8%
*** A change to credit card parameters (limits, interest rates etc.) 1% 0% 1% 0% 0% 0% 3% 0% 0% 1% 0% 7% 0% 0% 0% 0% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers 1% 1% 0% 0% 1% 0% 0% 0% 3% 1% 1% 0% 1% 1% 0% 0% 1%
*** A change to the regulations regarding hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers from questionable business practices 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 1% 0%
*** No more raising limit without permission and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** New regulations / A change to the regulations (Unspecified) 9% 11% 8% 0% 7% 14% 8% 18% 6% 9% 11% 0% 12% 11% 11% 6% 8%
*** Visit our website / Visit this website 4% 4% 4% 2% 5% 0% 1% 6% 11% 3% 9% 0% 5% 4% 0% 4% 7%
*** You will be informed before any changes to your credit card account are made 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0%
*** About credit cards (Unspecified) 1% 1% 1% 4% 2% 0% 0% 2% 0% 0% 4% 0% 4% 1% 0% 0% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 1% 0% 0% 4% 0% 0% 0% 1% 0% 0% 0% 2% 0% 0% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 3% 4% 2% 2% 4% 7% 0% 2% 1% 3% 0% 12% 2% 1% 8% 3% 0%
***Nothing 4% 5% 4% 6% 2% 5% 5% 2% 5% 5% 0% 3% 0% 5% 3% 14% 3%
***I don`t know / refusal 12% 14% 11% 13% 13% 14% 14% 9% 9% 13% 9% 0% 10% 13% 17% 18% 16%
Indicate your answer here: 8% 8% 8% 10% 5% 5% 13% 7% 9% 8% 10% 15% 11% 9% 0% 8% 3%

What are the key messages? What is this ad telling you?
No:58 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W7A
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
*** A change to credit card rules / regulations 53% 73% 52% 50% 49% 58% 55% 32% 78% 49% 37% 31% 52% 57%
*** A change to credit cards 3% 0% 3% 3% 4% 3% 4% 0% 0% 4% 0% 0% 4% 0%
*** A change to credit card parameters (limits, interest rates etc.) 1% 0% 1% 2% 0% 0% 0% 0% 0% 0% 7% 0% 1% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers 1% 0% 1% 1% 1% 1% 0% 0% 2% 2% 0% 0% 1% 0%
*** A change to the regulations regarding hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers from questionable business practices 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 19% 0% 0%
*** No more raising limit without permission and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** New regulations / A change to the regulations (Unspecified) 9% 9% 9% 8% 9% 11% 11% 9% 0% 8% 13% 0% 10% 5%
*** Visit our website / Visit this website 4% 9% 4% 4% 4% 5% 4% 4% 2% 8% 0% 0% 4% 3%
*** You will be informed before any changes to your credit card account are made 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0%
*** About credit cards (Unspecified) 1% 9% 1% 2% 1% 1% 1% 0% 0% 1% 0% 0% 1% 0%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
A change in regulations regarding interest rates 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 1% 0% 1% 2% 0% 0% 0% 0% 0% 0% 10% 0% 1% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 3% 0% 3% 4% 2% 2% 3% 0% 0% 2% 3% 50% 3% 2%
***Nothing 4% 0% 4% 5% 4% 3% 2% 25% 5% 4% 9% 0% 4% 4%
***I don`t know / refusal 12% 0% 13% 13% 16% 9% 12% 24% 4% 14% 10% 0% 12% 14%
Indicate your answer here: 8% 0% 8% 7% 11% 7% 8% 5% 8% 9% 10% 0% 7% 15%

What are the main things, if any, you liked about this ad?
No:59 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W8A
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 12% 12% 12% 7% 8% 15% 15% 12% 14% 13% 9% 4% 12% 15% 23% 10% 7%
***High production quality / high technical quality of video 7% 8% 6% 4% 12% 1% 12% 5% 7% 7% 6% 4% 3% 9% 7% 14% 4%
The respondent indentifies the main message of the ad 6% 6% 6% 0% 5% 1% 11% 5% 11% 7% 3% 14% 4% 2% 16% 7% 9%
The ad provides resources for further education 3% 2% 3% 9% 0% 1% 1% 1% 7% 2% 5% 0% 5% 1% 5% 4% 3%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
I found the ad to be funny / entertaining / it catches my attention 13% 11% 15% 7% 16% 17% 9% 16% 13% 11% 21% 13% 23% 9% 9% 7% 15%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 13% 11% 15% 19% 15% 12% 11% 13% 9% 12% 17% 16% 16% 12% 7% 4% 16%
***Everything 1% 1% 1% 0% 1% 0% 2% 2% 0% 1% 2% 0% 1% 1% 3% 2% 0%
***I don`t know / refusal 14% 12% 15% 21% 15% 12% 8% 15% 14% 14% 13% 17% 7% 15% 17% 20% 12%
***Nothing 29% 32% 25% 26% 24% 40% 28% 28% 24% 31% 21% 24% 24% 34% 11% 32% 31%
Indicate your answer here: 3% 4% 1% 6% 4% 1% 3% 2% 1% 3% 2% 9% 3% 2% 2% 0% 2%

What are the main things, if any, you liked about this ad?
No:60 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W8A
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 12% 0% 13% 7% 12% 18% 14% 10% 8% 10% 13% 31% 12% 14%
***High production quality / high technical quality of video 7% 28% 6% 6% 6% 9% 9% 8% 9% 3% 0% 0% 8% 1%
The respondent indentifies the main message of the ad 6% 0% 6% 6% 7% 5% 5% 0% 0% 9% 9% 0% 5% 8%
The ad provides resources for further education 3% 0% 3% 4% 2% 2% 2% 0% 8% 6% 0% 0% 3% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
I found the ad to be funny / entertaining / it catches my attention 13% 10% 14% 9% 18% 14% 17% 10% 5% 13% 2% 0% 14% 8%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 13% 19% 13% 12% 12% 14% 10% 8% 25% 13% 24% 0% 13% 11%
***Everything 1% 18% 1% 1% 1% 2% 1% 0% 0% 1% 0% 0% 1% 0%
***I don`t know / refusal 14% 0% 14% 24% 10% 7% 12% 33% 9% 17% 7% 0% 13% 19%
***Nothing 29% 25% 29% 29% 30% 28% 27% 32% 30% 26% 45% 69% 27% 37%
Indicate your answer here: 3% 0% 3% 3% 3% 2% 3% 0% 6% 2% 0% 0% 3% 3%

What are the main things, if any, you did not like about this ad?
No:61 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W9A
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***Boring 2% 3% 1% 0% 1% 5% 3% 1% 1% 2% 2% 0% 3% 1% 6% 4% 3%
***It was repetitive 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 2% 0%
*** Its length / Too long 2% 2% 2% 6% 2% 4% 0% 2% 1% 1% 5% 0% 4% 2% 10% 0% 0%
*** I don't understand the ad's relevance 2% 3% 1% 4% 0% 3% 0% 2% 4% 3% 0% 9% 0% 3% 4% 0% 0%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 1% 0% 0% 2% 0% 0% 0% 1% 0% 0% 0% 1% 0% 0% 0%
*** Not informative / Lacks information 9% 10% 8% 9% 8% 6% 12% 10% 10% 8% 11% 9% 10% 12% 2% 5% 5%
*** The ad was not clear 9% 7% 10% 5% 10% 8% 11% 6% 10% 9% 10% 0% 11% 9% 5% 10% 11%
*** General complaints about the production quality of the ad 2% 2% 1% 2% 2% 1% 3% 1% 0% 1% 2% 0% 2% 2% 2% 0% 1%
Ad was annoying / Voice was annoying 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The ad doesn't stand out / It is not eye catching 8% 8% 9% 7% 6% 7% 8% 17% 5% 10% 3% 5% 1% 9% 10% 22% 11%
Everything 3% 4% 2% 5% 3% 1% 2% 5% 4% 3% 4% 5% 4% 3% 1% 4% 1%
***Nothing 42% 40% 43% 27% 46% 43% 47% 40% 43% 41% 44% 38% 50% 39% 34% 40% 43%
***I don`t know / refusal 11% 11% 12% 27% 14% 7% 6% 6% 15% 12% 8% 17% 5% 13% 25% 6% 15%
Indicate your answer here: 9% 8% 9% 7% 7% 14% 8% 8% 7% 8% 9% 17% 10% 8% 2% 6% 9%

What are the main things, if any, you did not like about this ad?
No:62 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W9A
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***Boring 2% 0% 2% 0% 3% 3% 3% 0% 2% 2% 3% 0% 3% 0%
***It was repetitive 0% 0% 0% 0% 1% 0% 0% 0% 0% 1% 0% 0% 0% 0%
*** Its length / Too long 2% 0% 2% 1% 2% 3% 2% 0% 10% 1% 0% 0% 2% 3%
*** I don't understand the ad's relevance 2% 0% 2% 4% 1% 1% 0% 0% 6% 5% 0% 50% 2% 4%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 0% 0% 0% 0% 2% 0% 0% 10% 0% 0% 0% 0% 1% 0%
*** Not informative / Lacks information 9% 28% 8% 9% 6% 12% 11% 7% 5% 8% 2% 19% 9% 6%
*** The ad was not clear 9% 0% 9% 6% 10% 11% 9% 21% 8% 8% 3% 0% 9% 8%
*** General complaints about the production quality of the ad 2% 0% 2% 1% 2% 2% 2% 4% 3% 1% 0% 0% 2% 0%
Ad was annoying / Voice was annoying 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The ad doesn't stand out / It is not eye catching 8% 9% 8% 3% 6% 15% 9% 10% 6% 9% 0% 31% 8% 10%
Everything 3% 0% 3% 2% 4% 3% 3% 3% 5% 2% 5% 0% 3% 1%
***Nothing 42% 63% 41% 46% 45% 36% 43% 10% 29% 44% 63% 0% 41% 49%
***I don`t know / refusal 11% 0% 12% 23% 9% 3% 8% 30% 15% 13% 15% 0% 12% 10%
Indicate your answer here: 9% 0% 9% 5% 10% 11% 10% 5% 11% 6% 10% 0% 8% 9%

Please indicate your level of agreement with the following statements about the internet ad.
No:63 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11A1
This ad is memorable.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 22% 26% 18% 20% 28% 19% 17% 25% 22% 20% 29% 15% 25% 19% 22% 23% 27%
2 24% 24% 25% 35% 25% 18% 26% 21% 24% 24% 23% 17% 27% 26% 19% 26% 20%
3 29% 29% 30% 32% 24% 32% 30% 26% 31% 30% 28% 39% 26% 32% 30% 18% 29%
4 15% 16% 14% 9% 17% 15% 17% 16% 14% 15% 15% 14% 14% 14% 23% 13% 17%
5 - Strongly agree 10% 6% 14% 4% 6% 16% 11% 11% 9% 12% 4% 16% 8% 9% 6% 19% 7%
Mean : 2,7 2,5 2,8 2,4 2,5 2,9 2,8 2,7 2,6 2,7 2,4 3,0 2,5 2,7 2,7 2,8 2,6
Standard deviation : 1,2 1,2 1,3 1,0 1,2 1,3 1,2 1,3 1,2 1,3 1,2 1,3 1,2 1,2 1,2 1,4 1,3
Student's T : 95 95 -- -- -- -- -- -- 95 95 -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:64 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11A1
This ad is memorable.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 22% 8% 22% 20% 18% 26% 22% 15% 26% 23% 14% 0% 21% 26%
2 24% 38% 24% 24% 21% 27% 23% 26% 34% 25% 19% 50% 25% 19%
3 29% 37% 29% 31% 25% 31% 30% 27% 24% 33% 20% 50% 27% 40%
4 15% 17% 15% 13% 23% 11% 16% 23% 10% 12% 18% 0% 15% 12%
5 - Strongly agree 10% 0% 10% 13% 13% 5% 9% 10% 5% 8% 29% 0% 11% 3%
Mean : 2,7 2,6 2,7 2,7 2,9 2,4 2,7 2,9 2,3 2,6 3,3 2,5 2,7 2,5
Standard deviation : 1,2 0,9 1,3 1,3 1,3 1,1 1,2 1,2 1,1 1,2 1,4 0,6 1,3 1,1
Student's T : -- -- -- 99 99.9 -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:65 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11A2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 24% 26% 23% 31% 24% 22% 19% 24% 30% 24% 27% 26% 27% 24% 18% 24% 24%
2 23% 24% 21% 33% 30% 19% 24% 22% 13% 22% 26% 8% 29% 24% 28% 18% 19%
3 26% 27% 26% 25% 21% 28% 20% 31% 34% 27% 25% 27% 22% 26% 29% 30% 31%
4 17% 13% 20% 7% 22% 17% 23% 16% 10% 18% 12% 28% 13% 16% 12% 23% 14%
5 - Strongly agree 10% 10% 10% 4% 3% 14% 14% 8% 14% 10% 10% 11% 10% 10% 14% 5% 11%
Mean : 2,7 2,6 2,7 2,2 2,5 2,8 2,9 2,6 2,6 2,7 2,5 2,9 2,5 2,7 2,8 2,7 2,7
Standard deviation : 1,3 1,3 1,3 1,1 1,2 1,3 1,3 1,2 1,4 1,3 1,3 1,4 1,3 1,3 1,3 1,2 1,3
Student's T : -- -- 99 -- -- 95 -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:66 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11A2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 24% 47% 24% 21% 19% 32% 26% 15% 26% 26% 14% 0% 24% 29%
2 23% 8% 23% 21% 21% 25% 21% 31% 39% 17% 29% 19% 25% 12%
3 26% 28% 26% 30% 30% 20% 25% 40% 12% 35% 13% 50% 25% 34%
4 17% 9% 17% 15% 20% 16% 17% 14% 17% 11% 24% 31% 16% 20%
5 - Strongly agree 10% 8% 10% 13% 10% 7% 10% 0% 5% 11% 20% 0% 11% 5%
Mean : 2,7 2,2 2,7 2,8 2,8 2,4 2,6 2,5 2,4 2,6 3,1 3,1 2,7 2,6
Standard deviation : 1,3 1,4 1,3 1,3 1,2 1,3 1,3 0,9 1,2 1,3 1,4 0,9 1,3 1,2
Student's T : -- -- -- -- 99 -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:67 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11A3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 21% 26% 16% 25% 30% 26% 14% 18% 13% 20% 23% 14% 21% 23% 13% 26% 17%
2 14% 14% 15% 17% 6% 17% 16% 15% 14% 14% 15% 0% 16% 15% 18% 15% 12%
3 28% 27% 29% 35% 30% 33% 25% 21% 24% 29% 23% 24% 25% 27% 39% 27% 35%
4 21% 21% 22% 14% 22% 11% 28% 23% 27% 21% 22% 35% 22% 23% 10% 11% 24%
5 - Strongly agree 16% 13% 19% 8% 11% 13% 17% 23% 22% 16% 17% 27% 17% 13% 20% 22% 12%
Mean : 3,0 2,8 3,1 2,6 2,8 2,7 3,2 3,2 3,3 3,0 3,0 3,6 3,0 2,9 3,1 2,9 3,0
Standard deviation : 1,4 1,4 1,3 1,2 1,4 1,3 1,3 1,4 1,3 1,3 1,4 1,3 1,4 1,3 1,3 1,5 1,2
Student's T : 95 95 -- -- 95 -- -- 95 -- -- 95 -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:68 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11A3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 21% 28% 20% 19% 17% 25% 24% 19% 24% 15% 9% 0% 20% 21%
2 14% 0% 14% 14% 13% 15% 14% 16% 21% 13% 13% 0% 14% 12%
3 28% 17% 28% 28% 30% 26% 29% 41% 23% 22% 30% 50% 27% 33%
4 21% 55% 21% 22% 25% 18% 19% 12% 20% 27% 24% 50% 22% 20%
5 - Strongly agree 16% 0% 16% 17% 15% 15% 14% 11% 11% 23% 23% 0% 17% 13%
Mean : 3,0 3,0 3,0 3,1 3,1 2,8 2,9 2,8 2,7 3,3 3,4 3,5 3,0 2,9
Standard deviation : 1,4 1,4 1,4 1,3 1,3 1,4 1,4 1,2 1,3 1,4 1,3 0,6 1,4 1,3
Student's T : -- -- -- -- -- 95 -- -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:69 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11A4
The message of this ad is not very clear.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 20% 20% 20% 10% 23% 17% 24% 22% 21% 21% 15% 38% 15% 21% 20% 24% 16%
2 23% 20% 26% 27% 26% 25% 23% 15% 23% 24% 22% 21% 23% 21% 26% 23% 31%
3 29% 31% 26% 38% 24% 32% 30% 32% 19% 27% 35% 13% 30% 31% 33% 32% 24%
4 15% 13% 17% 20% 11% 15% 13% 14% 19% 15% 14% 22% 15% 14% 14% 10% 19%
5 - Strongly agree 13% 15% 11% 6% 16% 11% 10% 16% 18% 12% 14% 6% 17% 14% 7% 11% 11%
Mean : 2,8 2,8 2,7 2,8 2,7 2,8 2,6 2,9 2,9 2,7 2,9 2,4 3,0 2,8 2,6 2,6 2,8
Standard deviation : 1,3 1,3 1,3 1,0 1,4 1,2 1,3 1,4 1,4 1,3 1,2 1,4 1,3 1,3 1,2 1,3 1,2
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:70 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11A4
The message of this ad is not very clear.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 20% 8% 20% 24% 26% 12% 22% 16% 11% 19% 22% 0% 21% 16%
2 23% 9% 24% 21% 22% 26% 19% 16% 36% 23% 43% 19% 23% 26%
3 29% 55% 28% 27% 28% 30% 32% 49% 28% 22% 11% 81% 28% 31%
4 15% 19% 15% 18% 12% 15% 14% 4% 20% 18% 21% 0% 15% 14%
5 - Strongly agree 13% 8% 13% 9% 12% 17% 13% 15% 5% 18% 3% 0% 13% 14%
Mean : 2,8 3,1 2,8 2,7 2,6 3,0 2,8 2,9 2,7 2,9 2,4 2,8 2,8 2,8
Standard deviation : 1,3 1,0 1,3 1,3 1,3 1,3 1,3 1,2 1,1 1,4 1,2 0,5 1,3 1,3
Student's T : -- -- -- -- 99 -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:71 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11A5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 20% 23% 17% 27% 22% 18% 12% 25% 18% 20% 20% 20% 24% 21% 14% 14% 16%
2 23% 21% 24% 29% 26% 21% 22% 17% 23% 22% 25% 16% 30% 18% 16% 23% 30%
3 32% 32% 32% 33% 27% 36% 28% 36% 30% 31% 34% 26% 25% 34% 39% 33% 36%
4 18% 18% 17% 10% 23% 11% 24% 13% 23% 18% 16% 20% 18% 18% 19% 22% 12%
5 - Strongly agree 8% 6% 10% 0% 3% 13% 13% 9% 7% 9% 5% 19% 4% 9% 12% 7% 5%
Mean : 2,7 2,6 2,8 2,3 2,6 2,8 3,0 2,6 2,8 2,7 2,6 3,0 2,5 2,8 3,0 2,9 2,6
Standard deviation : 1,2 1,2 1,2 1,0 1,2 1,2 1,2 1,2 1,2 1,2 1,1 1,4 1,1 1,2 1,2 1,1 1,1
Student's T : -- -- 99 -- -- 99 -- -- -- -- -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the radio ad
No:72 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11A5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 20% 8% 20% 20% 13% 24% 20% 19% 21% 22% 8% 0% 18% 27%
2 23% 0% 23% 25% 22% 21% 22% 16% 35% 20% 27% 50% 25% 10%
3 32% 46% 31% 34% 32% 29% 31% 44% 32% 32% 22% 50% 32% 32%
4 18% 38% 17% 11% 23% 20% 19% 10% 11% 17% 20% 0% 17% 21%
5 - Strongly agree 8% 8% 8% 9% 10% 6% 7% 11% 0% 9% 22% 0% 8% 9%
Mean : 2,7 3,4 2,7 2,6 2,9 2,6 2,7 2,8 2,3 2,7 3,2 2,5 2,7 2,7
Standard deviation : 1,2 1,0 1,2 1,2 1,2 1,2 1,2 1,2 1,0 1,2 1,3 0,6 1,2 1,3
Student's T : -- -- -- 95 -- -- -- 95 -- -- -- -- --

Overall, how much do you like the Government of Canada advertising?
No:73 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W6B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
TOTAL LIKE A LOT 41% 42% 41% 47% 36% 34% 34% 48% 53% 40% 48% 33% 44% 41% 41% 44% 40%
I like it a lot 10% 9% 12% 2% 6% 11% 6% 12% 22% 9% 14% 11% 11% 11% 10% 12% 4%
I like it a bit 31% 33% 29% 45% 30% 23% 27% 37% 31% 30% 34% 22% 32% 31% 30% 32% 35%
Neither like it nor dislike it 36% 35% 37% 25% 38% 48% 41% 28% 29% 39% 23% 31% 33% 39% 39% 43% 29%
TOTAL DISLIKE A LOT 23% 23% 23% 28% 26% 18% 26% 24% 18% 21% 29% 36% 24% 20% 20% 13% 32%
I dislike it a bit 17% 17% 18% 20% 19% 15% 17% 20% 15% 17% 19% 34% 15% 15% 13% 7% 30%
I dislike it a lot 5% 6% 5% 7% 7% 3% 8% 3% 4% 4% 10% 2% 9% 5% 7% 6% 1%

Overall, how much do you like the Government of Canada advertising?
No:74 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W6B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
TOTAL LIKE A LOT 41% 45% 41% 45% 43% 36% 38% 53% 31% 55% 34% 0% 42% 40%
I like it a lot 10% 9% 10% 11% 10% 9% 8% 0% 5% 21% 5% 0% 11% 5%
I like it a bit 31% 36% 31% 34% 33% 27% 30% 53% 25% 34% 29% 0% 30% 35%
Neither like it nor dislike it 36% 26% 36% 31% 39% 38% 37% 30% 36% 31% 46% 81% 35% 41%
TOTAL DISLIKE A LOT 23% 29% 23% 24% 18% 26% 25% 17% 33% 15% 20% 19% 23% 19%
I dislike it a bit 17% 29% 17% 17% 15% 19% 21% 4% 20% 10% 17% 19% 17% 17%
I dislike it a lot 5% 0% 6% 6% 3% 6% 4% 13% 14% 5% 3% 0% 6% 2%

What are the key messages? What is this ad telling you?
No:75 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W7B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
*** A change to credit card rules / regulations 51% 51% 50% 55% 41% 47% 50% 59% 54% 53% 41% 56% 48% 55% 53% 30% 52%
*** A change to credit cards 11% 6% 16% 16% 8% 11% 8% 15% 14% 11% 11% 24% 8% 12% 5% 20% 7%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 1% 0% 0% 0% 1% 0% 1% 1% 0% 0% 0% 1% 0% 0% 1%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers 1% 0% 1% 0% 3% 0% 0% 0% 1% 1% 0% 0% 0% 2% 0% 0% 0%
*** A change to the regulations regarding hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers from questionable business practices 0% 1% 0% 0% 0% 1% 1% 0% 0% 0% 1% 0% 1% 0% 0% 1% 0%
*** No more raising limit without permission and no more hidden fees 0% 0% 1% 0% 0% 0% 2% 0% 0% 1% 0% 0% 0% 0% 0% 0% 3%
*** New regulations / A change to the regulations (Unspecified) 12% 14% 10% 5% 15% 12% 11% 14% 11% 10% 18% 12% 17% 11% 11% 5% 12%
*** Visit our website / Visit this website 4% 4% 5% 2% 4% 2% 6% 2% 8% 4% 7% 0% 6% 3% 0% 10% 5%
*** You will be informed before any changes to your credit card account are made 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** About credit cards (Unspecified) 2% 3% 2% 0% 7% 3% 0% 3% 1% 2% 5% 3% 3% 1% 0% 9% 3%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
A change in regulations regarding interest rates 0% 1% 0% 0% 2% 0% 0% 0% 0% 0% 1% 0% 1% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 0% 1% 6% 0% 0% 0% 1% 0% 1% 1% 0% 1% 1% 0% 2% 0%
***I don`t know / refusal 13% 15% 10% 11% 15% 21% 15% 5% 5% 13% 10% 3% 10% 14% 23% 9% 17%
Indicate your answer here: 4% 6% 3% 5% 5% 4% 6% 0% 5% 4% 5% 3% 6% 2% 7% 14% 0%

What are the key messages? What is this ad telling you?
No:76 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W7B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
*** A change to credit card rules / regulations 51% 37% 51% 43% 48% 60% 52% 26% 61% 59% 23% 31% 49% 60%
*** A change to credit cards 11% 29% 11% 15% 7% 12% 8% 5% 20% 13% 23% 50% 12% 11%
*** A change to credit card parameters (limits, interest rates etc.) 0% 0% 0% 0% 1% 1% 1% 0% 0% 0% 0% 0% 1% 0%
*** A change in government policy (Unspecified) 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Credit card companies are no longer allowed to raise your credit limit without your permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers 1% 0% 1% 2% 1% 0% 1% 0% 0% 1% 0% 0% 1% 0%
*** A change to the regulations regarding hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** Measures were implemented to protect Canadian consumers from questionable business practices 0% 0% 0% 0% 0% 1% 0% 0% 0% 0% 0% 19% 0% 0%
*** No more raising limit without permission and no more hidden fees 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 6% 0% 0% 0%
*** New regulations / A change to the regulations (Unspecified) 12% 17% 12% 8% 17% 11% 13% 22% 2% 10% 11% 0% 12% 10%
*** Visit our website / Visit this website 4% 0% 4% 4% 6% 2% 3% 14% 2% 6% 3% 0% 5% 0%
*** You will be informed before any changes to your credit card account are made 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** About credit cards (Unspecified) 2% 0% 2% 4% 1% 2% 2% 0% 0% 2% 12% 0% 2% 3%
*** No increase of credit limit without permission, no increase to the interest rate without notice, and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates and credit limits without permission 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
A change in regulations regarding interest rates 0% 0% 0% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 0%
*** No raising interest rates without informing the consumer and no more hidden fees 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** The wife/woman has a spending problem / overspends 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** You're going to save money 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Nothing 1% 0% 1% 1% 2% 0% 1% 0% 5% 0% 0% 0% 1% 0%
***I don`t know / refusal 13% 17% 12% 14% 13% 11% 14% 28% 6% 5% 23% 0% 13% 13%
Indicate your answer here: 4% 0% 4% 7% 4% 2% 5% 5% 4% 4% 0% 0% 4% 3%

What are the main things, if any, you liked about this ad?
No:77 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W8B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 19% 19% 19% 5% 17% 20% 20% 24% 26% 21% 15% 6% 18% 20% 35% 25% 15%
***High production quality / high technical quality of video 7% 7% 7% 18% 9% 3% 3% 8% 6% 6% 11% 3% 9% 8% 4% 6% 7%
The respondent indentifies the main message of the ad 9% 8% 11% 6% 10% 4% 8% 14% 14% 9% 10% 9% 9% 10% 2% 14% 6%
The ad provides resources for further education 2% 1% 2% 2% 0% 5% 0% 1% 1% 2% 1% 3% 1% 1% 2% 7% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
I found the ad to be funny / entertaining / it catches my attention 10% 11% 9% 11% 15% 3% 5% 15% 14% 11% 8% 21% 6% 9% 16% 9% 13%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 1% 0% 2% 0% 0% 3% 1% 2% 0% 1% 1% 9% 1% 0% 0% 0% 0%
***I don`t know / refusal 7% 7% 8% 16% 3% 3% 12% 7% 5% 8% 3% 15% 5% 4% 18% 10% 8%
***Nothing 39% 40% 38% 35% 35% 54% 44% 27% 32% 38% 43% 35% 44% 41% 22% 27% 43%
Indicate your answer here: 5% 7% 4% 7% 10% 4% 6% 2% 2% 4% 8% 0% 8% 6% 0% 2% 8%

What are the main things, if any, you liked about this ad?
No:78 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W8B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***The music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***The message was clear and simple 19% 9% 20% 13% 19% 25% 20% 14% 7% 24% 18% 69% 18% 28%
***High production quality / high technical quality of video 7% 0% 7% 11% 6% 5% 7% 10% 13% 8% 0% 0% 7% 7%
The respondent indentifies the main message of the ad 9% 19% 9% 10% 9% 9% 7% 0% 6% 16% 15% 0% 8% 15%
The ad provides resources for further education 2% 8% 2% 2% 1% 2% 2% 4% 3% 1% 0% 0% 2% 0%
I like the speaker / the speaker`s voice / the speaker`s manner of speaking 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
I found the ad to be funny / entertaining / it catches my attention 10% 17% 10% 10% 13% 8% 9% 10% 8% 15% 3% 0% 11% 2%
I liked the talking credit card 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The woman throwing credit cards 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The talking wallet 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
***Everything 1% 0% 1% 1% 3% 0% 1% 0% 0% 1% 0% 0% 1% 1%
***I don`t know / refusal 7% 0% 8% 8% 9% 5% 7% 5% 9% 6% 13% 0% 7% 7%
***Nothing 39% 47% 39% 39% 39% 38% 41% 54% 40% 27% 44% 31% 39% 36%
Indicate your answer here: 5% 0% 5% 6% 1% 8% 5% 3% 14% 2% 6% 0% 5% 4%

What are the main things, if any, you did not like about this ad?
No:79 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W9B
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
***Boring 10% 9% 11% 9% 6% 13% 15% 5% 7% 8% 15% 18% 15% 5% 11% 6% 10%
***It was repetitive 0% 1% 0% 0% 0% 0% 1% 1% 0% 0% 0% 2% 0% 0% 0% 0% 0%
*** Its length / Too long 3% 2% 5% 0% 5% 5% 6% 1% 1% 2% 8% 0% 7% 1% 10% 5% 1%
*** I don't understand the ad's relevance 1% 0% 1% 0% 3% 0% 0% 0% 2% 1% 1% 0% 1% 1% 3% 0% 0%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 1% 0% 1% 0% 0% 2% 0% 1% 0% 1% 1% 0% 1% 1% 0% 0% 0%
*** Not informative / Lacks information 7% 7% 6% 7% 5% 4% 5% 14% 6% 7% 4% 17% 4% 6% 6% 8% 7%
*** The ad was not clear 10% 8% 11% 13% 7% 12% 9% 5% 11% 10% 7% 6% 8% 7% 8% 10% 22%
*** General complaints about the production quality of the ad 4% 2% 5% 2% 7% 6% 3% 3% 2% 3% 6% 0% 5% 5% 2% 3% 3%
Ad was annoying / Voice was annoying 2% 4% 1% 5% 2% 3% 2% 0% 2% 3% 1% 6% 1% 3% 0% 2% 3%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The ad doesn't stand out / It is not eye catching 13% 10% 16% 14% 20% 10% 10% 16% 13% 13% 13% 8% 12% 13% 11% 17% 18%
Everything 3% 5% 2% 0% 3% 3% 5% 4% 4% 3% 4% 3% 4% 3% 2% 6% 1%
***Nothing 31% 36% 27% 35% 22% 34% 29% 40% 31% 33% 25% 29% 32% 35% 35% 36% 15%
***I don`t know / refusal 9% 10% 8% 11% 15% 2% 8% 6% 13% 9% 7% 9% 4% 12% 8% 4% 14%
Indicate your answer here: 6% 7% 5% 4% 5% 4% 8% 5% 9% 5% 8% 2% 6% 8% 4% 4% 5%

What are the main things, if any, you did not like about this ad?
No:80 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W9B
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
***Boring 10% 19% 10% 12% 7% 9% 9% 0% 14% 6% 25% 50% 10% 7%
***It was repetitive 0% 0% 0% 0% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0%
*** Its length / Too long 3% 20% 3% 2% 0% 7% 5% 0% 3% 0% 0% 31% 3% 5%
*** I don't understand the ad's relevance 1% 8% 1% 1% 0% 1% 0% 0% 3% 1% 0% 0% 1% 0%
*** I did not like the music 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
*** I did not like the background 1% 0% 1% 0% 2% 0% 0% 10% 0% 1% 0% 0% 1% 0%
*** Not informative / Lacks information 7% 0% 7% 6% 6% 8% 7% 4% 5% 7% 5% 0% 6% 8%
*** The ad was not clear 10% 8% 10% 9% 7% 12% 10% 20% 2% 7% 14% 0% 10% 10%
*** General complaints about the production quality of the ad 4% 8% 4% 1% 3% 7% 5% 0% 7% 1% 0% 0% 3% 6%
Ad was annoying / Voice was annoying 2% 0% 2% 4% 1% 2% 3% 0% 2% 1% 5% 0% 3% 1%
Don't like the slang 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It's attempt to be hip 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
It treated me like an idiot / Patronizing 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
The ad doesn't stand out / It is not eye catching 13% 0% 14% 11% 13% 16% 13% 20% 13% 15% 9% 0% 15% 6%
Everything 3% 0% 3% 3% 4% 3% 4% 7% 0% 4% 0% 19% 3% 4%
***Nothing 31% 28% 31% 35% 37% 23% 29% 15% 40% 40% 29% 0% 30% 40%
***I don`t know / refusal 9% 0% 9% 12% 10% 5% 8% 23% 8% 9% 7% 0% 9% 9%
Indicate your answer here: 6% 9% 6% 4% 9% 6% 6% 0% 3% 8% 6% 0% 6% 4%

Please indicate your level of agreement with the following statements about the internet ad.
No:81 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11B1
This ad is memorable.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 36% 34% 38% 39% 41% 35% 37% 35% 32% 31% 53% 39% 49% 35% 20% 20% 35%
2 19% 19% 20% 26% 19% 21% 20% 12% 19% 19% 21% 8% 25% 17% 17% 22% 23%
3 26% 30% 22% 24% 24% 25% 27% 32% 25% 30% 14% 24% 20% 26% 42% 31% 28%
4 11% 12% 10% 7% 14% 5% 9% 15% 16% 11% 10% 20% 5% 13% 14% 12% 7%
5 - Strongly agree 7% 5% 10% 4% 2% 14% 7% 5% 8% 9% 2% 9% 1% 9% 8% 15% 7%
Mean : 2,3 2,3 2,3 2,1 2,2 2,4 2,3 2,4 2,5 2,5 1,9 2,5 1,9 2,4 2,7 2,8 2,3
Standard deviation : 1,3 1,2 1,3 1,1 1,2 1,4 1,3 1,3 1,3 1,3 1,1 1,4 1,0 1,3 1,2 1,3 1,2
Student's T : -- -- -- -- -- -- -- -- 99.9 99.9 -- 99.9 -- 95 95 --

Please indicate your level of agreement with the following statements about the internet ad.
No:82 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11B1
This ad is memorable.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 36% 38% 36% 35% 35% 38% 39% 40% 44% 31% 24% 0% 38% 28%
2 19% 17% 20% 20% 11% 26% 20% 3% 29% 15% 26% 81% 19% 22%
3 26% 17% 26% 27% 30% 22% 26% 42% 11% 28% 27% 19% 25% 32%
4 11% 28% 11% 9% 13% 11% 9% 10% 11% 18% 7% 0% 11% 9%
5 - Strongly agree 7% 0% 7% 9% 10% 3% 6% 5% 5% 8% 15% 0% 7% 8%
Mean : 2,3 2,3 2,3 2,4 2,5 2,1 2,2 2,4 2,0 2,6 2,6 2,2 2,3 2,5
Standard deviation : 1,3 1,3 1,3 1,3 1,4 1,1 1,2 1,3 1,2 1,3 1,4 0,5 1,3 1,2
Student's T : -- -- -- -- 95 -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:83 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11B2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 23% 25% 21% 20% 23% 20% 24% 23% 28% 21% 32% 31% 29% 19% 18% 14% 28%
2 20% 18% 21% 32% 11% 19% 28% 15% 15% 19% 21% 18% 17% 23% 15% 21% 15%
3 28% 30% 27% 39% 33% 33% 18% 35% 18% 28% 31% 26% 33% 24% 35% 35% 25%
4 16% 17% 15% 4% 26% 9% 16% 17% 20% 18% 8% 14% 12% 16% 15% 14% 24%
5 - Strongly agree 13% 11% 16% 6% 7% 20% 14% 9% 20% 15% 9% 11% 9% 17% 17% 16% 7%
Mean : 2,8 2,7 2,8 2,4 2,8 2,9 2,7 2,7 2,9 2,9 2,4 2,5 2,5 2,9 3,0 3,0 2,7
Standard deviation : 1,3 1,3 1,4 1,0 1,3 1,4 1,4 1,3 1,5 1,3 1,3 1,4 1,3 1,4 1,3 1,3 1,3
Student's T : -- -- 95 -- -- -- -- -- 99 99 -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:84 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11B2
This ad clearly communicates the new credit card regulations recently introduced
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 23% 27% 23% 24% 21% 24% 25% 17% 26% 23% 11% 0% 23% 22%
2 20% 28% 19% 18% 18% 22% 18% 30% 31% 12% 39% 0% 20% 19%
3 28% 28% 28% 29% 23% 32% 30% 27% 25% 27% 25% 69% 27% 37%
4 16% 17% 16% 13% 22% 13% 16% 18% 13% 18% 7% 31% 16% 13%
5 - Strongly agree 13% 0% 14% 16% 16% 9% 12% 8% 5% 19% 18% 0% 14% 9%
Mean : 2,8 2,3 2,8 2,8 2,9 2,6 2,7 2,7 2,4 3,0 2,8 3,3 2,8 2,7
Standard deviation : 1,3 1,1 1,3 1,4 1,4 1,2 1,3 1,2 1,2 1,4 1,3 0,6 1,3 1,2
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:85 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11B3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 22% 24% 20% 21% 32% 28% 16% 20% 15% 20% 29% 17% 27% 23% 19% 22% 14%
2 16% 15% 18% 24% 15% 17% 18% 7% 17% 15% 20% 11% 20% 17% 14% 13% 15%
3 28% 30% 26% 30% 22% 31% 29% 30% 24% 30% 20% 21% 22% 29% 31% 33% 32%
4 19% 21% 17% 17% 25% 9% 21% 22% 19% 19% 16% 32% 18% 18% 17% 11% 22%
5 - Strongly agree 15% 11% 19% 8% 6% 14% 15% 21% 24% 15% 14% 19% 13% 13% 19% 20% 17%
Mean : 2,9 2,8 3,0 2,7 2,6 2,6 3,0 3,2 3,2 2,9 2,7 3,2 2,7 2,8 3,0 2,9 3,1
Standard deviation : 1,4 1,3 1,4 1,2 1,3 1,4 1,3 1,4 1,4 1,3 1,4 1,4 1,4 1,3 1,4 1,4 1,3
Student's T : -- -- -- -- -- -- -- 95 -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:86 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11B3
I would visit the moneytools.ca website if I had any questions
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 22% 36% 22% 18% 19% 28% 25% 32% 29% 14% 8% 0% 22% 22%
2 16% 18% 16% 18% 15% 16% 16% 0% 24% 16% 26% 0% 18% 5%
3 28% 0% 28% 29% 32% 23% 24% 40% 30% 26% 43% 100% 27% 34%
4 19% 26% 19% 22% 17% 17% 20% 18% 12% 22% 11% 0% 19% 17%
5 - Strongly agree 15% 19% 15% 14% 17% 15% 15% 10% 5% 22% 12% 0% 14% 21%
Mean : 2,9 2,7 2,9 3,0 3,0 2,7 2,8 2,7 2,4 3,2 2,9 3,0 2,9 3,1
Standard deviation : 1,4 1,7 1,3 1,3 1,3 1,4 1,4 1,4 1,2 1,3 1,1 0,0 1,3 1,4
Student's T : -- -- -- -- -- -- -- 95 99 -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:87 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11B4
The message of this ad is not very clear.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 24% 22% 26% 24% 25% 25% 24% 20% 26% 24% 26% 20% 23% 26% 24% 27% 21%
2 23% 22% 24% 19% 26% 13% 26% 27% 25% 24% 19% 31% 18% 25% 23% 13% 28%
3 27% 26% 27% 35% 27% 35% 21% 28% 18% 26% 29% 18% 32% 23% 34% 41% 18%
4 13% 15% 12% 20% 6% 12% 13% 13% 19% 15% 8% 21% 13% 11% 12% 10% 20%
5 - Strongly agree 13% 16% 10% 2% 17% 16% 15% 13% 12% 12% 17% 11% 15% 14% 7% 9% 13%
Mean : 2,7 2,8 2,6 2,6 2,6 2,8 2,7 2,7 2,7 2,7 2,7 2,7 2,8 2,6 2,6 2,6 2,8
Standard deviation : 1,3 1,4 1,3 1,1 1,4 1,4 1,4 1,3 1,4 1,3 1,4 1,3 1,3 1,4 1,2 1,3 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:88 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11B4
The message of this ad is not very clear.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 24% 17% 24% 23% 34% 18% 26% 31% 16% 25% 18% 0% 25% 21%
2 23% 45% 22% 24% 25% 20% 22% 18% 17% 27% 26% 0% 22% 28%
3 27% 20% 27% 29% 19% 30% 25% 21% 43% 24% 30% 100% 27% 25%
4 13% 8% 13% 12% 13% 15% 12% 12% 18% 13% 21% 0% 13% 18%
5 - Strongly agree 13% 10% 13% 12% 9% 17% 15% 17% 6% 12% 5% 0% 14% 8%
Mean : 2,7 2,5 2,7 2,7 2,4 2,9 2,7 2,7 2,8 2,6 2,7 3,0 2,7 2,6
Standard deviation : 1,3 1,2 1,3 1,3 1,3 1,3 1,4 1,5 1,1 1,3 1,2 0,0 1,3 1,2
Student's T : -- -- -- 99 99 -- -- -- -- -- 99.9 -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:89 Gender Age Language Province
BB1 Total Male Female 18-24 25-34 35-44 45-54 55-64 65 + English Français ATLANTIC QC ON MB/SK AB BC
W11B5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 195 208 47 65 79 81 60 71 315 88 30 96 155 26 41 54
Unweighted Totals: 403 220 183 37 57 66 98 69 76 310 93 24 97 151 38 42 51
1 - Strongly disagree 23% 23% 22% 21% 24% 23% 18% 23% 26% 22% 25% 26% 25% 27% 15% 18% 12%
2 20% 16% 23% 26% 13% 19% 24% 22% 14% 17% 27% 19% 27% 15% 13% 16% 25%
3 30% 33% 26% 36% 31% 26% 35% 26% 24% 31% 23% 29% 24% 26% 37% 37% 39%
4 19% 21% 18% 11% 26% 16% 16% 24% 23% 19% 20% 17% 20% 21% 25% 19% 14%
5 - Strongly agree 9% 7% 11% 6% 5% 16% 6% 5% 14% 10% 4% 9% 4% 11% 11% 11% 10%
Mean : 2,7 2,7 2,7 2,5 2,8 2,8 2,7 2,7 2,8 2,8 2,5 2,6 2,5 2,7 3,0 2,9 2,8
Standard deviation : 1,3 1,2 1,3 1,1 1,2 1,4 1,1 1,2 1,4 1,3 1,2 1,3 1,2 1,3 1,2 1,2 1,1
Student's T : -- -- -- -- -- -- -- -- -- -- -- 95 -- -- -- --

Please indicate your level of agreement with the following statements about the internet ad.
No:90 Employed in the financial service Education Current employment status Born in Canada
BB2 Total Yes No HS/ R. A. Coll. Univ Working Unemployed Student Retired Other Refus Yes No
W11B5
I have learned something new as a result of viewing this ad.
Weighted Totals: 403 9 394 138 117 148 231 19 33 88 30 3 345 58
Unweighted Totals: 403 9 394 100 126 177 246 17 27 89 21 3 344 58
1 - Strongly disagree 23% 8% 23% 27% 20% 21% 22% 40% 28% 27% 3% 0% 23% 22%
2 20% 36% 19% 17% 17% 24% 21% 0% 17% 13% 43% 0% 21% 14%
3 30% 19% 30% 32% 30% 27% 29% 51% 35% 22% 32% 100% 29% 33%
4 19% 37% 19% 14% 21% 24% 20% 10% 15% 27% 6% 0% 19% 20%
5 - Strongly agree 9% 0% 9% 11% 12% 5% 9% 0% 5% 11% 15% 0% 9% 11%
Mean : 2,7 2,9 2,7 2,7 2,9 2,7 2,7 2,3 2,5 2,8 2,9 3,0 2,7 2,8
Standard deviation : 1,3 1,1 1,3 1,3 1,3 1,2 1,2 1,1 1,2 1,4 1,1 0,0 1,3 1,3
Student's T : -- -- -- -- -- -- -- -- -- -- 99.9 -- --


PROJET :MW14605_001A
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