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| Rate the motivating power of each ad on a 1 to 10 scale where 1 means NOT AT ALL MOTIVATING, 10 means EXTREMELY MOTIVATING, and 5 means ABOUT AVERAGE FOR THIS TYPE OF PRODUCT ADVERTISING.
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We will be watching five advertisements that promote different brands of pizza. The titles of the five ads and their order of play are shown on this card. After you watch the five ads, divide them into three groups. That is, arrange the ads into those you...
1. Will watch over and over again
2. Might watch several times
3. Never want to watch again |
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| Of the ads you say you'll watch several times, which ad would you probably watch most often? |
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| Let's watch the ad you said you would watch most often again. What people, characters, or things stand out in the ad? | | |
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| What thoughts and feelings is each person or character having during the ad? How do you know that? | | |
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| What does the ad say about the product? Where in the ad do you see, hear, or feel that? | | |
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| What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that? | | |
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| What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting? | | |
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| What are some impressions that you take away from the ad? Is that impression positive or negative? | | |
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On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad.
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| Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like the people or characters shown in the ad. | | |
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| Next, let's watch [test ad or benchmark ad if test ad has already been discussed]. What people, characters, or things stand out in the ad? | | |
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| What thoughts and feelings is each person and character having during the ad? How do you know that? | | |
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| What does the ad say about the product? Where in the ad do you see, hear, or feel that? | | |
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| What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that? | | |
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| What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting? | | |
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| What are some impressions that you take away from the ad? Is that impression positive or negative? | | |
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| On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad. |
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On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad.
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| Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like the people or characters shown in the ad. | | |
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| Now let's look at all five ads one final time. After watching each ad, tell me how strongly you think it will motivate people like you to purchase the product during the next one or two weeks? |
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| Why do you rate ad [A/B/C/D/E) so high? Why do you think it will motivate people like you to purchase the product? | | |
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| You rated ad [TEST AD] as a [SCORE] on the ten-point scale. What are some things about the ad that make it [INEFFECTIVE (RATING 1-3)/ABOUT AVERAGE (RATING 4-6)/REASONABLY EFFECTIVE (RATING 7-8)/VERY EFFECTIVE (RATING 9-10)] in motivating purchase? | | |
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