Final answer:
The type of research that deals with examining consumers’ thoughts during and directly after an advertisement is called thought listing. It allows researchers to understand the cognitive reactions and potential influence on attitudes and behaviors towards a product.
Step-by-step explanation:
The type of research that is concerned with consumers’ thoughts during and following exposure to an advertisement or Integrated Brand Promotion (IBP) message is thought listing. This research method involves participants listing their thoughts in real-time or immediately after being exposed to an advertisement. Thought listing helps researchers understand the cognitive processes that ads initiate and how these processes may influence the audience's attitudes and subsequent behaviors towards a product or brand.
Communication tests might be designed to elicit immediate feedback on the ad’s content and delivery rather than the audience’s thought process. Day-after recall measures how much of the ad's content the audience can remember after a period, typically the day following exposure to the advertisement. Therefore, the correct answer to the question is c) Thought listing.