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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.

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Sample questions

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

15 questions · ~8 min
Q01
Message

Thanks for taking a few minutes to share your reaction to an ad you may have seen recently! There are no right or wrong answers — we just want your honest impression. About 8 minutes.

Q02
Multiple ChoiceRequired

Where have you seen or heard this ad? (Select all that apply)

  • Television
  • Social media
  • Streaming video (pre-roll/mid-roll)
  • Online display/banner
  • Radio or podcast
  • Print or outdoor
  • I haven't seen it before today
Q03
Text Highlight

Below is the script/copy from the ad. Please highlight any words or phrases that stood out to you — good or bad.

(Replace with the actual ad script, voiceover transcript, or key on-screen copy for the ad being tested. Template note: paste the exact wording respondents were exposed to before launching.)

Q04
Opinion ScaleRequired

How memorable was this ad compared to other ads you typically see?

Scale: 1 – 7
Min:Not memorable at allMax:Extremely memorable
Q05
Multiple ChoiceRequired

In your own words, what do you think this ad was mainly trying to tell you?

  • (Replace with intended message A)
  • (Replace with intended message B)
  • (Replace with intended message C)
  • Something else entirely
  • I'm not sure what it was trying to say
Q06
MatrixRequired

How much do you agree with each statement about this ad?

4 rows × 5 columns
  • The ad was believable
  • The ad felt relevant to me
  • The ad was different from other ads in this category
  • The ad made me want to learn more about the brand
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q07
Rating ScaleRequired

Overall, how would you rate this ad?

Range: 1 – 5
Min:PoorMax:Excellent
Q08
Opinion ScaleRequired

After seeing this ad, how likely are you to consider this brand the next time you're in the market?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q09
Multiple Choice

Have you done any of the following since seeing this ad? (Select all that apply)

  • Searched for the brand online
  • Visited the brand's website or app
  • Visited a store
  • Talked about the ad with someone
  • Purchased the product
  • None of these
Q10
Best–Worst Trade-off (MaxDiff)Required

For each set, pick the element that made the ad most appealing to you and the one that made it least appealing.

  • Visuals/imagery
  • Music or sound
  • Core message
  • Spokesperson or characters
  • Humor or tone
  • Brand/logo presence
  • Call to action
  • Pacing/length
Pick best & worst per setBest:Most appealingWorst:Least appealing
Q11
AI Interview

Probe the reasoning behind the respondent's likelihood to consider the brand. If they rated it low, find out what specifically made the ad fail to build interest (message, believability, relevance, or fatigue with the category) and whether any competing brand ad does it better. If they rated it high, uncover which specific element of the ad (visual, message, or emotional tone) actually drove that reaction, not just that they liked it generally.

Q12
Multiple Choice

In the last 30 days, about how many times do you think you've seen this specific ad?

  • This is the first time
  • 1-2 times
  • 3-5 times
  • 6-10 times
  • More than 10 times
  • Not sure
Q13
Multiple Choice

Which age group are you in?

  • Under 18
  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65 or older
  • Prefer not to say
Q14
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q15
Message

That's everything — thank you for your honest feedback! Your responses will be combined with others to help decide whether this ad is ready to run and, if so, where to place it.

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

  • Goes beyond a stated purchase-intent score with an AI follow-up interview that probes the actual reasoning behind that number, instead of taking it at face value
  • Combines standard recall and creative-appeal metrics (opinion scale memorability, rating, matrix agreement, max-diff on ad elements) with a text-highlight exercise so respondents mark the exact words/phrases that landed
  • Checks message comprehension in respondents' own words (open-ended takeaway) rather than only multiple-choice recall, reducing false-positive 'recall' from guessing
  • Captures behavioral follow-through (actions taken since seeing the ad) and exposure frequency/channel alongside brand consideration, giving a fuller funnel view from noticing to acting

QuestionPro

27 Advertising Effectiveness Survey Questions + Sample Questionnaire Template

This is primarily a question-bank/guide article listing 27 sample questions rather than a ready-to-field survey instrument. It's useful for inspiration on what to ask, but a researcher would need to assemble and program the actual survey themselves. No mention of adaptive follow-up logic or automated analysis.

What it does well

  • Broad question bank covering many angles of ad effectiveness
  • Established survey platform with standard question types (multiple choice, rating, ranking)

Where it falls short

  • Static question list, not an adaptive interview — cannot probe individual respondents' stated purchase intent in real time
  • No published methodology for how open-ended answers would be scored or analyzed
  • Appears to require manual assembly into a live survey rather than being a one-click fielding-ready template

Typeform

Advertising Effectiveness Survey Template

A ready-to-use, fielding-ready template with Typeform's conversational one-question-at-a-time UI, which likely covers core recall and appeal questions. It's a fixed-question form, so it can't dynamically dig deeper into any individual answer.

What it does well

  • Polished, conversational respondent experience out of the box
  • Fielding-ready template (no assembly required, unlike a question list/guide)

Where it falls short

  • No adaptive AI follow-up — every respondent gets the same fixed question sequence regardless of their answers
  • No automated per-response quality scoring or auto-generated analysis report
  • No voice-based interview or guided screen-share task option for deeper creative testing

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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