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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

master’s degree student to use as a thesis project. However, this approach may mean you

don’t get your results as quickl , and you may compromise the quality of the research if the individuals lack the appropriate experience.

Recruiting Participants

If your organization is recruiting the partici- pants, you’ll need to develop screening criteria, a script, and training for approaching audience members. The interviewer should be familiar with the screening criteria and approach only those people who appear to fit the criteria. Whenever the people approached don’t qualif , the interviewer should thank them for their time and willingness to participate. If they do qualif , the interviewer can bring them to a designated location and proceed with the interview.

Table 3.3 shows estimated costs for central location intercept interviews. These costs are based on questioning 100 respondents from the general population for 15 to 20 minutes each.

Central location intercept interviews might not be feasible if your audience is geographically dispersed or does not have easy access to a central facility. In those cases, you can use telephone interviews and send materials to participants in advance. This type of pretest typically resembles an individual interviewing project in cost and number of interviews, but more closed-ended questions may be used and the question sequence may be followed more closely.

Theater-Style Pretests

Theater-style pretests are most commonly used to assess the effectiveness of TV ads. Animated video storyboards are used to select

Use of Theater-Style Pretesting To Compare Ad Formats

Theater-style pretesting was used with youth and adults to compare the effectiveness of two Massachusetts ads, “Cowboy” and “Models.” This method was chosen because norms had been established over time, and results of the two ad pretests could be compared with those of previous pretests. In “Cowbo ,” a man tells the story of his brother, a former actor in Marlboro ads who died from lung cancer at a young age. In “Models,” the U.S. women’s soccer team discusses the negative impact of smoking on sports performance. Both ads also include a message about how the tobacco industry manipulates and influences people. Both are black-and-white ads featuring people talking to the camera.

“Cowboy” scored better than “Models” on several key measures, including recall of the main message and how convincing and engaging it was. “Cowboy” also scored better than most ads previously pretested with the same method. The respondents’ verbatim comments helped explain why. The respondents were very moved by the real story of the man losing his brother because he smoked cigarettes. They vividly recalled many more details about “Cowboy” than about “Models,” and male and female respondents alike said the ad was realistic and made them cry. They also frequently commented on an image in which the former Marlboro man is in a hospital bed attached to numerous tubes.

Chapter 3: Gaining and Using Target Audience Insights


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