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Questionnaire template

Ad Recall and Recognition

Measures recall of a recent ad, memorable elements, emotional response and purchase intent among consumers.

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Marketing · Advertisement effectiveness. All Marketing templates

Questions in this template

Remembering the Ad

  1. Thanks for joining in. We want to learn what people remember about our latest advertising.

  2. Have you seen an ad from our company recently?

    Choose one:

    • Yes
    • No

  3. What about the ad stood out for you? Select all that apply.

    Condition: Only for people who remember the ad

    Choose any that apply:

    • Music or jingle
    • People or characters
    • Slogan or tagline
    • Visual style
    • The product itself
    • A price or special offer
    • Something else

  4. What else stood out?

    Condition: Only when 'Something else' was ticked

    Open answer

  5. Before you saw the ad, how well did you know the product or service it featured?

    Condition: Only for people who remember the ad

    Choose one:

    • Not at all familiar
    • Slightly familiar
    • Moderately familiar
    • Very familiar

Your Impressions

  1. Does each of these describe the ad?

    Condition: Only for people who remember the ad

    • It was engaging
    • It told me something useful
    • It was easy to remember
    • It made me want to find out more
    • It was the right length

    For each row: choose one:

    • Yes
    • Not sure
    • No

  2. How did the ad make you feel? Select all that apply.

    Condition: Only for people who remember the ad

    Choose any that apply:

    • Happy
    • Excited
    • Curious
    • Trusting
    • Confused
    • No particular feeling

What Comes Next

  1. Having seen the ad, how likely are you to buy the product or service in future?

    Condition: Only for people who remember the ad

    Choose one from a list:

    • Extremely likely
    • Very likely
    • Moderately likely
    • Slightly likely
    • Not at all likely

  2. What makes you say that?

    Condition: Only for people who remember the ad

    Open answer

About You

  1. What is your gender?

    Choose one:

    • Female
    • Male
    • Non-binary
    • Prefer not to say

  2. How old are you?

    A number from 16 to 100

  3. Where do you live?

    Choose one:

    • North America
    • South America
    • Asia
    • Africa
    • Europe
    • Oceania
    • Prefer not to say