From QualtricsWiki

Contents 1 Advertising Message Effectiveness Surveys (Media and Message) 1.1 General Measures That Are Part Of Advertising Message Testing 1.1.1 Overall Ad Appeal 1.1.2 General Impressions 1.1.3 Ad Consistency 1.1.4 Ad Emotional Effect 1.1.5 Usage Effect 1.1.6 External Effect

[edit] Advertising Message Effectiveness Surveys (Media and Message)

Advertising testing for message effectiveness is directed at identifying the impressions, feelings, and effectiveness of the ad in moving the respondent to a desired goal (increased awareness, more product information, trial, repeat purchase).

[edit] General Measures That Are Part Of Advertising Message Testing

[edit] Overall Ad Appeal

• Recognition and recall of similar ads
• Motivating power of comparative ads that are viewed – buzz?? ( after seeing this ad, are you more or less likely to purchase?)
• Ad preference: Identification of ads that they would like to watch several times

[edit] General Impressions

• Do you remember what the ad is about?
• What people, characters, or things stand out in the ad
• General feelings or thoughts that you have during the ad
• What does the ad say about the product… where does it say that?

[edit] Ad Consistency

Where do ad parts or messages not fit together?
What impressions are taken away from the ad (positive and negative)?

[edit] Ad Emotional Effect

Identification of feelings (from list) that you feel about the ad
Where (situation) have you used or felt like people in the ad?
Evaluation of benefits and values (feelings associated with the ad that are received from using or owning the product)

[edit] Usage Effect

Would you use the product advertised? If so, in what situation?
Likelihood of trial, and/or purchase

[edit] External Effect

Where have you talked with people about this ad?