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 think, "Yeah, I feel that way" when viewing the ad.The employee wants to know what test would specifically explore this aspect of the ad.You reply that ____ would be best.

Question

Quizplus · Accepted Answer

Resonance testing is a type of research that assesses how well an ad resonates with consumers and whether it evokes the intended emotional response. It would be the best test to explore whether consumers think "Yeah, I feel that way" when viewing the ad. Recall testing and recognition testing are not specifically designed to address this aspect of an ad. Thought listing may provide general feedback but may not specifically address the client's primary objective in this scenario.

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