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Discussion Questions On Blythe Danner's Four Campaign Ideas

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20. IF NOT CAPTURED EARLIER: Briefly, let’s describe each of the 4 Campaign Ideas (Moderator to capture essence of Campaigns) This idea is about________. 21. KUDZU: DO WE STILL NEED? Has anyone seen any advertising for Prolia on TV or in a magazine? a. What do you remember about this advertising? Who does it feature? b. Is Blythe Danner (actress, Apple’s Grandma/Gwyneth Paltrow’s mother) in this work? c. Does anyone miss Blythe Danner in these ads? Is she important to have in the Prolia advertising? Why/why not? RESPONDENTS WILL REFERENCE LETTER DENOTING THE CAMPAIGN. MODERATOR WILL THEN WORK TO UNDERSTAND WHY RESPONDENTS SELECTED THE DIFFERENT CAMPAIGNS. 22. Can you put these 4 ideas in order of which was most compelling to you? Please reference the letter so we know which one you are …show more content…

For the top idea, why was it compelling? b. For the bottom idea, why was it the least compelling? 23. MODERATOR WILL CAPTURE ON FLIP CHART WHICH OF THE 4 CREATIVE AREAS MOST SPEAKS TO YOU (personally meaningful): a. Which idea do you personally identify with because it speaks to you? Why? PROBE: specifically, what moment in the TV and what element from the print made the idea personally meaningful? b. Now, let’s push that even further, what feeling did that moment give you. Share. 24. Which campaign idea makes you really feel something? What is that feeling? Why? Please reference the letter so we know which one you are referring to. 25. Do any of these ideas suggest a sense of vitality? Why? Which campaign idea does it best? Why that one? 26. Which (if any) idea makes you think further about your current PMO treatment or lack of treatment? What about the print and what about the TV makes you think further about your current treatment? NON-TREATERS: Which, if any, makes you think you should talk to your doctor about being on a treatment? 27. Which idea seems Most URGENT to you (makes you want to see if Prolia® could be right for you sooner rather than

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