Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
-(Scenario 7-4) One research assistant is drafting a proposal for a research project.The client's primary objective is to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel.The employee wants to know what test would specifically explore this aspect of the ad.You reply that

Question

Quizplus · Accepted Answer

Resonance testing is a specialized test that measures the emotional connection between consumers and an ad. The goal is to determine whether the ad is capable of engaging and inspiring consumers in the way that the client intended. This makes resonance testing the most appropriate choice for exploring whether the new ad rings true with consumers and whether they feel the way the ad wants them to feel. Thought listing, recall testing, and recognition testing are other types of testing that may be useful for other research objectives, but they are not the best choice for this specific project.

Scenario 7-4 You Are the Director of Advertising Research at a Large