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Advertising Campaign Impact & Recall Evaluation

Tests how a specific ad lands — attention, message clarity, believability, likability, and purchase intent — plus which creative elements actually stick. An AI follow-up interview digs into the 'why' behind the intent score so you're not left guessing from numbers alone. Built for brand and creative teams pre- or post-launch.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to react to an ad! We'll show you the ad and ask what stood out, what it made you think, and whether it changed how you see the brand. About 5-6 minutes, and there are no wrong answers.

Q02
Text Highlight

Before answering, read through the ad below and highlight any words or phrases that catch your attention — good or bad.

Introducing (Replace with brand): the (replace with product) that fits your life, not the other way around. Try it today and feel the difference. (Replace with your own ad script, storyboard descripti…

Q03
Multiple Choice

Where did you see or hear this ad?

  • TV
  • Streaming/OTT
  • YouTube
  • Instagram or Facebook
  • TikTok
  • Radio or podcast
  • Outdoor/billboard
  • Print
Q04
Opinion ScaleRequired

How much did this ad capture your attention while you were watching or reading it?

Scale: 1 – 5
Min:Not at allMax:Completely
Q05
MatrixRequired

How much do you agree or disagree with each statement about the ad?

5 rows × 5 columns
  • The ad was easy to understand
  • The ad felt relevant to me
  • The ad was believable
  • The ad was memorable
  • The ad made me want to learn more about the brand
Columns: Strongly disagree · Disagree · Neither agree nor disagree · Agree · Strongly agree
Q06
Rating ScaleRequired

Overall, how much did you like this ad?

Range: 1 – 5
Min:Disliked it a lotMax:Liked it a lot
Q07
Opinion ScaleRequired

After seeing this ad, how likely are you to consider purchasing or using (Replace with brand)?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q08
Best–Worst Trade-off (MaxDiff)

Which parts of the ad stood out most, and which stood out least?

  • The visuals or imagery
  • The tagline or slogan
  • The music or sound
  • The spokesperson or actors
  • The product demonstration
  • The humor
  • The emotional story
  • The brand logo or packaging
Pick best & worst per setBest:Stood out mostWorst:Stood out least
Q09
Multiple Choice

After seeing this ad, has your opinion of (Replace with brand) changed?

  • Much more positive
  • Somewhat more positive
  • No change
  • Somewhat more negative
  • Much more negative
Q10
AI Interview

Probe the reasoning behind the respondent's purchase-intent score: what specifically in the ad made them more or less likely to consider the brand, and does that match the creative element they picked as standing out most in the trade-off question? If their intent score is low (0-4) or they said their opinion of the brand got more negative, dig into what turned them off and whether it's about the ad itself or the brand/product. If they highlighted specific words or phrases earlier, ask what those words made them think or feel.

Q11
Multiple Choice

Which age range do you fall into?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q12
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
Message

That's everything — thank you! Your reactions will be combined with other viewers' responses to help decide how this ad performs and whether it needs changes before it airs more broadly.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Includes a text-highlight exercise so respondents mark the exact words/phrases that stood out, giving qualitative color beyond scale scores
  • Pairs an opinion-scale purchase-intent question with an AI follow-up interview that probes the specific reasoning behind that score, so teams aren't left guessing why intent is high or low
  • Uses a max-diff exercise to rank which creative elements stood out most and least, plus a matrix of agree/disagree statements for structured message-clarity and believability checks
  • Captures pre/post brand opinion shift and viewing context (where the ad was seen) alongside demographics, giving brand and creative teams a fuller picture in one flow

QuestionPro

Advertising evaluation survey questions + Survey questionnaire template

A directly comparable ad-evaluation questionnaire covering recall, likability, and message questions in a standard survey format. It reads as a question-bank/template reference rather than a guided interactive experience. Good for teams wanting a quick static ad-testing questionnaire to adapt.

What it does well

  • Purpose-built ad evaluation question set
  • Established survey platform with broad question-type library
  • Likely customizable within their survey builder

Where it falls short

  • No adaptive AI follow-up probing on open-ended answers like purchase-intent reasoning — respondents just pick from fixed scales
  • No voice-based interview option or guided screen-share tasks
  • No mention of automated per-response quality scoring or transparent AI prompt methodology

Jotform

New Year's Marketing Campaign Evaluation Form Template

A seasonal marketing-campaign evaluation form focused on general campaign feedback rather than ad-specific recall, attention, or purchase-intent metrics. It's a static, fielding-ready form template but not tailored to creative-element analysis. Useful as a generic feedback form more than a rigorous ad-testing instrument.

What it does well

  • Ready-to-use, easy drag-and-drop form builder
  • Simple setup for quick campaign feedback collection
  • Familiar form format for respondents

Where it falls short

  • No adaptive AI interview to explore the 'why' behind responses — it's a fixed-field form
  • No creative-element ranking (e.g., max-diff) or attention/recall-specific question types
  • No automated quality scoring or auto-generated analytical reports

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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