Miami & Los Angeles
Attachment 2
I. INTRODUCTIONS
Moderator
Respondent—name, family composition
Videotaping, people watching in back room
II. EXPLANATIONS
Moderator will explain that participants will be viewing advertising ideas at early stages – NOT finished advertising
Assure people that there are no right or wrong answers. Encourage them to use their imagination. Also note that honesty important.
Moderator will take respondent through each storyboard twice.
III. STORYBOARDS
What are your first reactions? What is going through your mind as you watch this commercial?
What does this make you think about? Why do you say that?
What is this telling you? What is the main idea? Where or how is it telling you that? Who is this message coming from?
What is the main benefit they are trying to tell you?
What else is the advertising telling you?
How meaningful is this message for you?
What was particularly interesting to you in this commercial?
Based on what they’re telling you, how might this be good for you and your family?
Does the story board(s) make you think differently about what you and your family eat? How? What would you do differently?
Do they make you feel different about nutrition? How?
Was there anything you especially liked in this commercial? Anything you particularly disliked?
Was there anything confusing?
Do you recall the website that the ad asks you to go to?
How likely are you to go to the website? What do you think you would find there?
Would you tell a friend or family member about this ad? How about the website?
| File Type | application/msword |
| File Title | REQUEST FOR OMB CLEARANCE OF THE AD COUNCIL CREATIVE CONCEPTS FOR THE UNDERAGE DRINKING PREVENTION CAMPAIGN |
| Author | DJohnson Bailey |
| Last Modified By | Administrator |
| File Modified | 2006-08-09 |
| File Created | 2006-08-09 |