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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

See main idea questions in Appendix 3.6: Sample Intercept Interview Questionnaire. Keep in mind that the sample questionnaire was designed for research in which the ad was shown among a group of ads, not within a pilot TV program.

Audience Reaction

Include several standard questions on audience reaction that address your specific concerns about your message. Suppose your message asks viewers to call a toll-free number for more information. You may want to ask, “What action, if an , does the message ask you to take?” or “Did the telephone number appear on the screen long enough for you to remember it?”

If possible, develop one or more questions addressing each characteristic of your message. Use the following list of characteristics commonly found in messages to determine which ones apply to your message, and develop questions that focus on these characteristics:

  • Use of music (with or without lyrics)

  • Use of a famous spokesperson

  • Use of telephone numbers

  • Use of mailing addresses

  • Request for a particular action

  • Instructions for performing a specific

health behavior

  • Presentation of technical or medical information

  • Presentation of new information

  • Promotion of a sponsoring organization or event

  • Representation of characters intended to be typical of the target audience

  • Use of a voiceover announcer

  • Presentation of controversial or unpleasant information

Some theater-style pretests don’t ask specific questions about characteristics of each ad; instead, they rely on the respondents to volunteer reactions about the ads. When compiled, the responses often suggest patterns

indicating perceptions about elements of the ad (e.g., confusing, polarizing, persuasive, or credible). See Appendix 3.6, Sample Intercept Interview Questionnaire, for examples of open-ended questions to gauge respondents’ reactions, and closed-ended questions to assess respondents’ perceptions about the pretest ad. Remember that the objective of pretesting is to uncover any problems with your ad before final production or airing.

Demographics

Questions about demographics record the participants’ characteristics (e.g., sex, age, level of education, and health status). This informa- tion will help you later if you need to separate and analyze the data by subgroups.

Chapter 3: Gaining and Using Target Audience Insights

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