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Marketing & 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.

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Sample questions

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

24 questions · ~11 min
Q01
Message

Welcome and thank you for participating in this study. You will review one ad concept and share your honest reactions. There are no right or wrong answers — we are interested only in your personal opinions. Your responses are confidential and will be reported in aggregate only. Participation is voluntary and you may stop at any time. This survey takes approximately 11 minutes to complete. When you are ready, please continue to the next page.

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
  • Email
  • 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 Template

This 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

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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