Table IV.

Focus group guide

Message-specific questions:
(Moderator – show this specific message/advertisement again).
Overall, what do you think about this advertisement?
What do you think are the main messages of this ad? What is this ad saying to you?
What do you like about this ad?
What do you dislike about this ad?
What do you think of the visual that accompanies this ad? Do you think it’s appropriate, or would you rather see something else there?
What else would you like to see in this ad?
Who do you believe this ad is directing its message to?
Do you believe that teachers will pay attention to this ad? Why/why not?
If time:
Did any of the other seven ads stick out to you?
Which ones?
Why?