Advertisement Evaluation Survey Template

Advertisement Evaluation Survey Template designed by QuestionPro is designed carefully to accommodate questions to gain feedback about the concept of advertisements, their quality and how effective they are. From this survey template, a researcher can gain meaningful insights into what advertisements can do for a brand, this sample survey template helps researcher measure the effectiveness of advertisement and if do the trick and solve the purpose of effective brand promotion. This questionnaire consists of 15+ questions that can be easily customized according to the needs of a researcher.


 
Rate the motivating power of each ad on a 1 to 10 scale where 1 means NOT AT ALL MOTIVATING, 10 means EXTREMELY MOTIVATING, and 5 means ABOUT AVERAGE FOR THIS TYPE OF PRODUCT ADVERTISING.
1 2 3 4 5 6 7 8 9 10
Ad A
Ad B
Ad C
Ad D
Ad E
 
 
We will be watching five advertisements that promote different brands of pizza. The titles of the five ads and their order of play are shown on this card. After you watch the five ads, divide them into three groups. That is, arrange the ads into those you...
1. Will watch over and over again
2. Might watch several times
3. Never want to watch again
 
 
Of the ads you say you'll watch several times, which ad would you probably watch most often?
 
Ad A
 
Ad B
 
Ad C
 
Ad D
 
Ad E
 
 
Let's watch the ad you said you would watch most often again. What people, characters, or things stand out in the ad?
   
 
 
What thoughts and feelings is each person or character having during the ad? How do you know that?
   
 
 
What does the ad say about the product? Where in the ad do you see, hear, or feel that?
   
 
 
What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that?
   
 
 
What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting?
   
 
 
What are some impressions that you take away from the ad? Is that impression positive or negative?
   
 
 
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad.

 
achievement and success
 
living an active and full life
 
making smart choices
 
freedom to be one's self
 
self reliance
 
being accepted by others
 
caring for others, particularly the underdog
 
being young at heart and in appearance
 
personal security
 
being a good parent
 
making a better world
 
living a comfortable and contented life
 
 
Tell me about a situation in which you have consumed/used/bought/etc, the product and felt like the people or characters are shown in the ad.
   
 
 
Next, let's watch [test ad or benchmark ad if test ad has already been discussed]. What people, characters, or things stand out in the ad?
   
 
 
What thoughts and feelings is each person and character having during the ad? How do you know that?
   
 
 
What does the ad say about the product? Where in the ad do you see, hear, or feel that?
   
 
 
What are some ways that the product enhances the situation being shown? Where in the ad did you see, hear, or feel that?
   
 
 
What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion or perhaps are distracting?
   
 
 
What are some impressions that you take away from the ad? Is that impression positive or negative?
   
 
 
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad.
 
achievement and success
 
living an active and full life
 
making smart choices
 
 
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is most closely associated with the ad.

 
achievement and success
 
living an active and full life
 
making smart choices
 
freedom to be one's self
 
self reliance
 
being accepted by others
 
caring for others, particularly the underdog
 
being young at heart and in appearance
 
personal security
 
being a good parent
 
making a better world
 
living a comfortable and contented life
 
 
Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like the people or characters shown in the ad.
   
 
 
Now let's look at all five ads one final time. After watching each ad, tell me how strongly you think it will motivate people like you to purchase the product during the next one or two weeks?
 
 
Why do you rate ad [A/B/C/D/E) so high? Why do you think it will motivate people like you to purchase the product?
   
 
 
You rated ad [TEST AD] as a [SCORE] on the ten-point scale. What are some things about the ad that make it [INEFFECTIVE (RATING 1-3)/ABOUT AVERAGE (RATING 4-6)/REASONABLY EFFECTIVE (RATING 7-8)/VERY EFFECTIVE (RATING 9-10)] in the motivating purchase?
   

Why conduct Advertisement Evaluation Survey?

In this world of competition, it is important that the brand makes enough noise in terms of advertisements. Merely having a presence in the market isn’t enough, people should be aware of the brand. In order to penetrate the market and make a lasting effect, it is important to have an appealing platform to promote products and services.

  • Advertisement is one such platform that can help brands create that everlasting impression on buyers.
  • The success of any advertisement depends on its planning, implementation, and control. In simple words, an advertising campaign is incomplete without measuring its effectiveness.
  • Measuring advertising effectiveness is a way of determining how well the advertisement is performing in the market and how consumers or buyers are responding to the ads. Is it reaching out to the right set of the audience? Is it solving the purpose of the brand etc?
  • QuestionPro’s Advertisement Evaluation Survey consists of question that can help gain feedback and understand how an advertisement is performing. This survey template is an effective way to know what people think and respond when they see an ad. How they relate to it and evaluate it. It is thus important for brands to deploy this kind of survey to gain insights from the right audience.

Best Uses of Advertisement Evaluation Survey

Here are the some of the best uses of advertisement evaluation survey:

  • Measuring advertising effectiveness helps a brand to find out how the campaign is performing and if it is able to create the impact that is needed from it. On the contrary, evaluating advertising also helps in finding if the campaign is ineffective, thus acting as a safety measure.
  • By deploying this survey researcher can understand and collect feedback to take remedial steps against ineffective campaigns.
  • To know the communication effectiveness, this sample survey template solves the purpose. By using this questionnaire brands can know if what they want to communicate through the campaigns are being communicated to its target audience or not.

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