Interpret the data in these tables. What recommendations and conclusions would you offer to Downy-Q management?

The research for Downy-Q is an example of a commercial test that was conducted when an advertising campaign for an established brand had run its course. The revised campaign, €œFighting the Cold,€ emphasized that Downy-Q was an €œextra-warm quilt€; previous research had demonstrated that extra warmth was an important and deliverable product quality. The commercial test was requested to measure the campaign€™s ability to generate purchase interest. The marketing department had recommended this revised advertising campaign and was now anxious to know how effectively this commercial would perform. The test concluded that €œFighting the Cold€ was a persuasive commercial. It also demonstrated that the new campaign would have greater appeal to specific market segments.
Method
Brand choices for the same individuals were obtained before and after viewing the commercial. The commercial was tested in 30-second, color-moving, storyboard form in a theater test. Invited viewers were shown programming with commercial inserts. Qualified respondents were women who had bought quilts in outlets that carried Downy-Q. The results are shown in Case Exhibits 20.2€“1 through20.2€“4.

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CASE EXHIBIT 20.2-3 Adjective Checklist for Downy-QQullt Commercial Question: Which of these words do you feel come closest to describing the commercial you've just seen? (Check all the apply) "Fighting the Cold (9%) Norm: All Quilt Commercials (9%) 18 14 19 Fast moving 18 17 Bad Taste 16 19 14 19 CASE EXHIBIT 20.2-4 Product Attribute Checklist for Downy-Q Question: Which of the following statements do you feel apply to Downy-Q? (Mark as many or as few as you feel apply) "Fighting the Cold" (9%) Extra warm Pretty designs Durable fabrics Nice fabrics Good construction 45 28 27