LMR #: 139-0311 90 Minutes
June 2011
Collector Coin Study
Discussion Guide
1. Introduction
Taping,
Mirror, Speak one-at-a-time, no wrong answers, open- honest and
casual discussion so RELAX!
2.
Today we are going to discuss some ideas. These are early
representations of possible print advertising that is being
considered; your thoughts and reactions will be very helpful in
future stages of its development.
After reading and showing each ad, I am going to ask questions and ask you to write down your responses on paper before you say anything aloud.
3.
SHOW FIRST AD
4. Before saying anything aloud, please write down what your initial thoughts and feelings are as a result of seeing this ad.
5.
Now, please jot down what you feel is the main idea of this ad.
-
Then, what else is being suggested to you in this ad?
6. Next, I would like you to jot down what it is about this ad that
is suggesting these ideas to you. What is sparking what you just
wrote down?
REVIEW QUESTIONS 4 THRU 6 ALOUD: PROBE UNTIL COMPLETE
OPEN DISCUSSION
7. How is the ad you just reviewed different/ unique from other
collector coin ads you may have seen in the past?
8. Is there anything about the ad that is informative and telling you
something that you may not have previously known or been aware of?
9. Has anything in the ad changed your opinion in any way about the product or message being portrayed?
10. What are the most meaningful elements of the message you have
just seen?
- Why do you feel this way?
11. Is there anything confusing to you in this ad?
12. How much, if at all, did the ad make you want to learn more about or consider purchasing coin or coin sets from the United States Mint?
PROBE: What about the ad did you find to be so compelling?
SHOW NEXT AD AND REPEAT QUESTIONS ABOVE
After each ad has been investigated, please display all ads around the room and ask…
13. Which of these BEST suggests to you that the items displayed or referenced come to you DIRECTLY from the United States Mint?
14. And what exactly does that mean to you?
15. What else would you need to see or hear that would further
favorably distinguish these items from other (sources of) coins
and/or coin sets?
16. And which of these ads suggest that you are getting the greatest value when purchasing something of this nature?
- What in the ad makes you think this?
AFTER ALL ADS ARE EVALUATED…
17. Where do you go, what sources do you investigate when considering
the purchase of coins and/or coin sets?
- 1-800 numbers
- Blogs
- Websites: PROBE…What information do you look
for?
PROBE: History of the coin, similar products in the
“line,” photos, other product info, WHAT ELSE?
Thank
and Conclude
| File Type | application/msword |
| File Title | February 15, 2005 |
| Author | Alan Levine |
| Last Modified By | YPollard |
| File Modified | 2011-06-09 |
| File Created | 2011-06-09 |