Informative Speech Campaign Comprehension Test And...

JAMRS – CAMPAIGN COMPREHENSION TEST DISCUSSION GUIDE Objectives: †¢ KUDZU will conduct qualitative research with parents of high school junior/seniors and high school juniors/seniors to gauge reactions to 4 TV script ideas o Determine clarity and comprehension of creative ideas o Understand what the ideas are communicating and how they reflect the strategic idea o Understand relevance, resonance likeability of scripts, scenarios and other key elements d o Understand strengths, limitations and opportunities to optimize ideas ---------------------------------------------------------------------------------------------------------------------------------------- I. Introduction (10 mins) Moderator welcomes respondents to the†¦show more content†¦o What’s good? What’s more stressful? o For teens: What are you enjoying doing right now____. How would you complete the thought: My super-human power is ________(the thing I am pretty good at, even if it’s not a normal, everyday thing that people brag about). o If only _______ would happen, I could feel _______ †¢ PARENTS: Does your son/daughter share their plans with you for after high school graduation? o Does your son/daughter have any thing they are considering for life after graduation? o What are those things? o What’s your role as they consider different plans? †¢ TEENS: Do you have any plans after you graduate from high school? o What are some of the things you are considering? o Do you share these plans with your parents? o What’s their role as you weigh these options? II. Advertising Assessment (10 – 12 mins per idea/ 40 – 50 min) As a reminder, the TV commercial ideas that I am going to share with you are not in final format and instead are renderings created to give a sense of what the idea is all about. 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