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Marketing & Growth

Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent

Measures unaided and aided ad recall, creative reactions, brand perception shifts, and purchase intent following ad exposure. Designed for marketing researchers evaluating campaign performance across channels.

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샘플 질문

템플릿에 포함된 내용을 미리 확인해 보세요. 모든 질문은 설문 공개 전에 자유롭게 수정할 수 있습니다.

질문 28개 · 약 12분
Q01
메시지

Welcome! You are being invited to participate in a short research survey about advertising. This should take approximately 12 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you indicate that you have read and understand the above information and agree to participate.

Q02
객관식

Where did you most recently see this ad? (Select one.)

  • TV or cable
  • Streaming video (e.g., YouTube, Hulu)
  • Social media feed or stories
  • Website or online article
  • Search results
  • Mobile app or game
  • Email
  • Outdoor / billboard / transit
  • In-store or on-shelf
  • Other
  • Not sure
Q03
메시지

Please take a moment to review the ad shown below. Once you have viewed it, continue to the next page. [INSERT AD STIMULUS HERE — image, video embed, or description]

Q04
장문형

Without looking back, what brand do you believe was being advertised? (Type your answer below, or leave blank if unsure.)

Q05
객관식

Which elements of the ad stood out to you? (Select all that apply.)

  • Brand / logo
  • Product visuals
  • Price or promotion
  • Tagline / slogan
  • Spokesperson / creator
  • Music / sound
  • Story / emotion
  • Colors / visual style
  • I don't recall specific elements
  • Other
Q06
의견 척도

How familiar are you with [BRAND]?

척도: 1 – 7
최소:Not at all familiar최대:Extremely familiar
Q07
의견 척도

How likely are you to consider [BRAND] the next time you shop in this category?

척도: 1 – 7
최소:Very unlikely최대:Very likely
Q08
AI 인터뷰

Based on your responses in this survey, please share any additional thoughts or feelings about the ad you saw. What, if anything, stood out most to you?

Q09
드롭다운

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65+
  • Prefer not to say
Q10
메시지

Thank you for completing this survey! Your responses have been recorded and will be kept confidential.

Q11
드롭다운

When did you last see this ad?

  • Just now in this survey
  • Earlier today
  • In the last 3 days
  • 4–7 days ago
  • More than a week ago
  • Not sure / Don't recall
Q12
의견 척도

How clearly could you tell which brand the ad was for?

척도: 1 – 7
최소:Not at all clear최대:Extremely clear
Q13
의견 척도

Overall, how appealing did you find this ad?

척도: 1 – 7
최소:Not at all appealing최대:Extremely appealing
Q14
의견 척도

How favorable is your overall opinion of [BRAND]?

척도: 1 – 7
최소:Very unfavorable최대:Very favorable
Q15
의견 척도

Thinking about the next 7 days, how likely are you to search for more information about [BRAND] because of this ad?

척도: 1 – 7
최소:Very unlikely최대:Very likely
Q16
객관식

Which of the following best describes your gender?

  • Woman
  • Man
  • Non-binary or gender diverse
  • Prefer not to say
Q17
장문형

In your own words, what was the main message of the ad?

Q18
의견 척도

How clear was the ad's call to action (i.e., what it wanted you to do next)?

척도: 1 – 7
최소:Not at all clear최대:Extremely clear
Q19
객관식

Which best describes how you think of [BRAND] compared to other brands in this category?

  • It's my first choice
  • One of several I consider
  • A backup option
  • I rarely consider it
  • I would not consider it
Q20
의견 척도

Thinking about the next 7 days, how likely are you to visit [BRAND]'s website or store because of this ad?

척도: 1 – 7
최소:Very unlikely최대:Very likely
Q21
드롭다운

What is the highest level of education you have completed?

  • Some high school or less
  • High school diploma or equivalent
  • Some college or associate degree
  • Bachelor's degree
  • Postgraduate degree
  • Trade / technical certification
  • Prefer not to say
Q22
의견 척도

Compared to before seeing this ad, how has your trust in [BRAND] changed, if at all?

척도: 1 – 7
최소:Decreased a lot최대:Increased a lot
Q23
의견 척도

Thinking about the next 7 days, how likely are you to make a purchase from [BRAND] because of this ad?

척도: 1 – 7
최소:Very unlikely최대:Very likely
Q24
드롭다운

Where do you currently live?

  • United States
  • Canada
  • United Kingdom
  • Ireland
  • Australia
  • New Zealand
  • European Union (non-UK)
  • Other Europe
  • India
  • Southeast Asia
  • Other
Q25
의견 척도

Compared to before seeing this ad, how has your perception of [BRAND]'s quality changed, if at all?

척도: 1 – 7
최소:Decreased a lot최대:Increased a lot
Q26
객관식

If you plan to take any action related to this ad, when do you expect to do so?

  • Within 24 hours
  • In 2–3 days
  • Within a week
  • Longer than a week
  • I don't plan to take any action
Q27
객관식

Which device are you using to take this survey?

  • Smartphone
  • Desktop or laptop
  • Tablet
  • Other
Q28
의견 척도

Compared to before seeing this ad, how has the relevance of [BRAND] to your needs changed, if at all?

척도: 1 – 7
최소:Decreased a lot최대:Increased a lot

포함된 기능

  • AI 후속 질문

    정형화된 설문이 놓치는 세부 내용을, 주관식 답변에 맞춰 AI가 심층 질문으로 끌어냅니다.

  • 주의력 확인 장치

    성의 없는 답변과 저품질 응답자를 걸러내는 내장 안전장치입니다.

  • AI가 작성한 문안

    문구, 질문 순서, 분기 로직까지 AI가 연구 목표에 맞춰 작성합니다.

  • 자동 리포트

    응답이 모이면 주요 주제, 인용문, 이해하기 쉬운 요약이 자동으로 작성됩니다.

다른 서비스와 비교

다른 설문 도구의 가장 유사한 템플릿을 검토했습니다. 그 도구들이 잘하는 점과, 이 템플릿이 한발 더 나아가는 지점을 정리했습니다.

이 템플릿을 선택하는 이유

  • Captures both unaided recall (open-text brand guess before any prompting) and aided recall/familiarity in the same flow, rather than only general brand perception questions
  • Includes a structured pre/post exposure design — respondents view the actual ad creative, then answer on message clarity, appeal, and call-to-action clarity
  • Adds an AI follow-up interview at the end that asks for open-ended elaboration on the respondent's own prior answers, surfacing verbatim reactions a fixed question set would miss
  • Tracks directional shifts in trust, quality perception, and relevance attributable to the specific ad exposure, plus 7-day intent signals (search, site visit, purchase) segmented by expected action timing

SurveySparrow

Brand Perception Survey Template

A general brand perception template covering awareness and favorability rather than a post-exposure ad recall/brand-lift instrument. Usable as a fielding-ready form but not built around a specific ad-viewing step or recall staging. Good for ongoing brand tracking rather than campaign-level creative testing.

잘하는 점

  • Ready-to-use brand perception question set
  • Likely supports SurveySparrow's standard distribution and reporting tools

아쉬운 점

  • No adaptive AI follow-up probing on individual answers
  • No visible structure for showing an ad creative and separating unaided vs. aided recall
  • No published methodology on how questions were designed or scored

Jotform

Brand Perception Survey Form Template

A static, customizable form template focused on general brand perception rather than ad exposure effects. Strong as a drag-and-drop form builder option, but lacks the recall-staging and intent-tracking structure needed for campaign effectiveness studies. Best suited for simple perception snapshots, not multi-stage ad testing.

잘하는 점

  • Easy drag-and-drop customization typical of Jotform
  • Wide integration options with other Jotform tools/workflows

아쉬운 점

  • No adaptive AI interviewing or voice interview option
  • No built-in ad-exposure step or unaided/aided recall sequencing
  • No automated per-response quality scoring

SurveyMonkey

Brand Pulse Survey: Campaign Awareness Template

The most directly comparable of the four, explicitly framed around campaign awareness rather than general brand perception. Likely covers ad exposure and recall at a high level, backed by SurveyMonkey's established reporting dashboards. Still a fixed-question template without adaptive follow-up or creative-reaction depth.

잘하는 점

  • Purpose-built for campaign awareness tracking
  • Backed by SurveyMonkey's established analytics and benchmarking tools

아쉬운 점

  • No adaptive AI or voice interview follow-up to probe open-ended reactions
  • No visible mechanism for separating unaided vs. aided recall in sequence
  • No transparent prompt/methodology disclosure

Typeform

Brand Perception Survey Template

A conversational-style static form focused on general brand perception, using Typeform's familiar one-question-at-a-time UI. Good for lightweight brand sentiment checks but not designed around ad-exposure staging or campaign-specific intent metrics. No indication of AI-driven follow-up questioning.

잘하는 점

  • Polished, conversational one-question-per-screen UI
  • Simple to customize branding and question wording

아쉬운 점

  • No adaptive AI follow-up or voice interview capability
  • No structured ad-viewing/recall staging built into the flow
  • No automated quality scoring of responses

자주 묻는 질문

“Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent” 템플릿에는 어떤 질문이 포함되어 있나요?

바로 사용할 수 있는 질문 28개가 포함되어 있으며, 처음 질문은 다음과 같습니다: “Welcome! You are being invited to participate in a short research survey about advertising. This should take approximate…” · “Where did you most recently see this ad? (Select one.)” · “Please take a moment to review the ad shown below. Once you have viewed it, continue to the next page. [INSERT AD STIMU…”. 전체 질문은 위에서 미리 볼 수 있고 모두 수정 가능합니다.

이 설문을 완료하는 데 얼마나 걸리나요?

응답자는 보통 질문 28개를 약 12분 안에 완료합니다.

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