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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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Perguntas de exemplo

Uma prévia do que há no modelo. Todas as perguntas podem ser editadas antes de publicar.

28 perguntas · ~12 min
Q01
Mensagem

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
Múltipla escolha

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
Mensagem

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
Texto longo

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

Q05
Múltipla escolha

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
Escala de opinião

How familiar are you with [BRAND]?

Escala: 1 – 7
Mín:Not at all familiarMáx:Extremely familiar
Q07
Escala de opinião

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

Escala: 1 – 7
Mín:Very unlikelyMáx:Very likely
Q08
Entrevista com IA

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
Lista suspensa

What is your age?

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

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

Q11
Lista suspensa

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
Escala de opinião

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

Escala: 1 – 7
Mín:Not at all clearMáx:Extremely clear
Q13
Escala de opinião

Overall, how appealing did you find this ad?

Escala: 1 – 7
Mín:Not at all appealingMáx:Extremely appealing
Q14
Escala de opinião

How favorable is your overall opinion of [BRAND]?

Escala: 1 – 7
Mín:Very unfavorableMáx:Very favorable
Q15
Escala de opinião

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

Escala: 1 – 7
Mín:Very unlikelyMáx:Very likely
Q16
Múltipla escolha

Which of the following best describes your gender?

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

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

Q18
Escala de opinião

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

Escala: 1 – 7
Mín:Not at all clearMáx:Extremely clear
Q19
Múltipla escolha

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
Escala de opinião

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

Escala: 1 – 7
Mín:Very unlikelyMáx:Very likely
Q21
Lista suspensa

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
Escala de opinião

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

Escala: 1 – 7
Mín:Decreased a lotMáx:Increased a lot
Q23
Escala de opinião

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

Escala: 1 – 7
Mín:Very unlikelyMáx:Very likely
Q24
Lista suspensa

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
Escala de opinião

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

Escala: 1 – 7
Mín:Decreased a lotMáx:Increased a lot
Q26
Múltipla escolha

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
Múltipla escolha

Which device are you using to take this survey?

  • Smartphone
  • Desktop or laptop
  • Tablet
  • Other
Q28
Escala de opinião

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

Escala: 1 – 7
Mín:Decreased a lotMáx:Increased a lot

O que está incluído

  • Acompanhamento com IA

    Sondagens adaptativas nas respostas abertas que revelam detalhes que um formulário estático deixaria passar.

  • Verificações de atenção

    Proteções integradas contra respostas apressadas e participantes de baixa qualidade.

  • Textos escritos por IA

    Redação, ordem e ramificações escritas pela IA, ajustadas ao seu objetivo de pesquisa.

  • Relatório automático

    Temas, citações e um resumo em linguagem simples se escrevem sozinhos assim que as respostas chegam.

Como se compara

Analisamos os modelos mais parecidos de outras ferramentas de pesquisa. Veja o que elas fazem bem e onde este modelo vai além.

Por que este modelo

  • 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.

O que faz bem

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

Onde deixa a desejar

  • 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.

O que faz bem

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

Onde deixa a desejar

  • 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.

O que faz bem

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

Onde deixa a desejar

  • 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.

O que faz bem

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

Onde deixa a desejar

  • 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

Perguntas frequentes

Quais perguntas estão no modelo “Post-Exposure Ad Effectiveness: Recall, Brand Lift & Intent”?

O modelo inclui 28 perguntas prontas para usar, começando por: “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…”. O conjunto completo aparece acima e todas as perguntas podem ser editadas.

Quanto tempo leva para responder a esta pesquisa?

Os participantes normalmente terminam as 28 perguntas em cerca de 12 minutos.

Posso personalizar este modelo?

Sim: cada pergunta, cada opção de resposta e a ordem podem ser editadas antes de publicar. Você pode adicionar ou remover perguntas, ou pedir ao editor com IA para refazer a pesquisa em torno do seu objetivo.

Este modelo é gratuito?

Sim. Abra no editor e comece a personalizar agora: não é preciso criar conta para testar, e o plano gratuito cobre a publicação da sua pesquisa.

Pronto para publicar?

Abra este modelo no editor. Tudo é seu para mudar antes de o primeiro participante ver.

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