Q01
Message
All templatesMarketing & Growth
Ad Creative Pretest: Appeal, Clarity & Purchase Intent
Pretest ad concepts by measuring unaided message recall, emotional appeal, clarity, personal relevance, and behavioral intent. Designed for researchers and marketers evaluating creative executions before launch.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
24 questions · ~11 min
Q02
Message
Please take a moment to carefully review the ad concept shown below. When you are ready, continue to the next page. [Researcher note: Insert the assigned ad concept (image, video, or copy) here. Use survey-platform randomization to assign respondents to Concept A, B, or C. Enforce a minimum 15-second exposure before the 'Next' button appears.]
Q03
Long Text
In your own words, what is the main message of this ad?
Q04
Opinion Scale
Overall, how appealing is this ad to you?
Scale: 1 – 7
Min:Not at all appealingMax:Extremely appealing
Q05
Opinion Scale
How believable is the claim or promise made in this ad?
Scale: 1 – 7
Min:Not at all believableMax:Completely believable
Q06
Opinion Scale
Based on this ad, how likely would you be to consider the product or service being advertised?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q07
Multiple Choice
Which parts of the ad worked best for you? Select up to three.
- Visuals or imagery
- Headline or tagline
- Offer or promotion
- Storyline
- Call to action
- Tone or voice
- Brand fit
- Length or pace
- Music or sound
- Other
Q08
Multiple Choice
Where do you typically notice ads like this one? Select all that apply.
- Social media feed
- YouTube or pre-roll video
- TV or connected TV
- Streaming audio or podcast
- Outdoor or billboard
- Web banner or display
- In-store or point of sale
- Search results
- None of these
- Other
Q09
Dropdown
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
- Prefer not to say
Q10
Message
Thank you for your time — your feedback has been recorded. Your responses will help improve future advertising. You may now close this window.
Q11
Long Text
What was your first reaction when you saw this ad?
Q12
Long Text
What most influenced your reaction to this ad?
Q13
Opinion Scale
How unique or different does this ad feel compared to other ads you have seen?
Scale: 1 – 7
Min:Not at all uniqueMax:Extremely unique
Q14
Opinion Scale
How likely would you be to share this ad with someone you know?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q15
Long Text
If you could change one thing about this ad, what would it be?
Q16
Dropdown
In the last 30 days, how often have you noticed ads similar to this one?
- Never
- Once
- Two to three times
- About weekly
- Several times per week
- Daily or almost daily
Q17
Multiple Choice
Which of the following best describes your gender?
- Woman
- Man
- Non-binary
- Prefer not to say
Q18
Opinion Scale
How clear was the main message in this ad?
Scale: 1 – 7
Min:Very unclearMax:Very clear
Q19
Opinion Scale
To what extent did this ad make you feel something (e.g., excited, curious, amused, inspired)?
Scale: 1 – 7
Min:No emotional response at allMax:Very strong emotional response
Q20
AI Interview
We would like to understand your reactions to this ad in a bit more depth. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.
Q21
Dropdown
In which region do you currently live?
- North America
- Europe
- Asia–Pacific
- Latin America
- Middle East or Africa
- Prefer not to say
Q22
Opinion Scale
How relevant is this ad to your needs or interests right now?
Scale: 1 – 7
Min:Not at all relevantMax:Extremely relevant
Q23
Long Text
Based on your responses throughout this survey, is there anything else you would like to share about this ad?
Q24
Opinion Scale
How clear was the ad about what it wanted you to do next?
Scale: 1 – 7
Min:Very unclearMax:Very clear
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
- Combines unaided message recall, emotional appeal, clarity, relevance, and purchase intent in a single structured pretest rather than a single-metric form
- Includes an AI follow-up interview that probes reactions in more depth after the closed-ended questions, going beyond static rating scales
- Captures both quantitative signals (appeal, clarity, uniqueness, believability, share intent) and qualitative open-text reactions to explain the 'why' behind scores
- Adds category context (ad noticing frequency, channels) and standard demographics so results can be segmented and benchmarked
SurveySparrow
Purchase Intent Survey TemplateThis is a fielding-ready template focused specifically on measuring purchase intent, which overlaps with one dimension of our broader ad pretest. It appears built for general purchase-intent measurement rather than pretesting a specific ad creative's message, appeal, and clarity together. It's a narrower, single-construct tool compared to a full creative pretest.
What it does well
- Purpose-built, ready-to-use template for measuring purchase intent
- Part of a broader survey platform with distribution and reporting tools
- Likely simple to deploy quickly for marketers
Where it falls short
- Appears to measure purchase intent in isolation rather than alongside recall, clarity, and emotional appeal in one pretest flow
- No adaptive AI follow-up interviewing to probe why a respondent reacted a certain way
- No indication of automated per-response quality scoring or transparent prompt methodology
Frequently asked questions
What questions are in the “Ad Creative Pretest: Appeal, Clarity & Purchase Intent” template?
The template includes 24 ready-to-use questions, starting with: “Welcome and thank you for participating in this study. You will review one ad concept and share your honest reactions. T…” · “Please take a moment to carefully review the ad concept shown below. When you are ready, continue to the next page. [Re…” · “In your own words, what is the main message of this ad?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 24 questions in about 11 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
Related templates
More studies on similar topics.
Marketing & Growth
Direct Mail Campaign Response & Effectiveness Survey
Measures how recipients actually notice, read, and act on direct mail pieces — postcards, catalogs, letters — versus digital channels, with a best-worst exercise on what drives response and an AI follow-up that reconstructs what happened after a specific piece landed in someone's mailbox. Built for marketing teams and direct mail agencies evaluating campaign performance.
View templateMarketing & Growth
Advertisement Concept & Creative Evaluation Survey
Tests a single ad — video, print, or social creative — for clarity, appeal, relevance, and purchase impact before it goes live. An AI follow-up interview digs into the specific moment respondents got confused, bored, or excited, surfacing the 'why' behind the ratings so creative teams know exactly what to cut, keep, or clarify.
View templateMarketing & Growth
Product Concept Appeal & Purchase Intent Test
Tests how a new product or service concept lands with your target audience — appeal, differentiation, believability, and purchase intent — plus a best-worst trade-off on concept features and a price sensitivity check. An AI follow-up interview digs into the reasoning behind purchase intent scores so you know what to fix before you build it.
View templateMarketing & Growth
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.
View templateMarketing & Growth
Advertising Effectiveness & Ad Recall Survey
Measures whether a specific ad gets noticed, understood, and acted on — covering recall, message takeaway, creative appeal, and purchase intent — with an AI follow-up that digs into the real reasons behind stated purchase intent instead of taking the number at face value. Built for marketers testing a campaign, creative concept, or media placement.
View templateMarketing & 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.
View template