Advertising Memorability and Effectiveness Survey Template

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Objective: Evaluate the memorability and overall effectiveness of an advertisement (e.g., a TVC or short video ad for an FMCG brand). Target respondents: Consumers who have recently been exposed to the ad (e.g., aged 18–45, purchase decision-makers). Dimensions: Ad exposure channels, brand and key message recall, creative appeal, comprehension and purchase drivers, and fatigue from repeated exposure. Number of questions: 8 total, with at least one each of single-choice, multiple-choice, rating scale, NPS, and open-ended. Requirements: Q1 asks about exposure channels (multiple-choice); Q2 measures brand and key message recall using unaided recall (open-ended); Q3 assesses creative appeal (5-point scale); Q4 tests comprehension of the key message (single-choice); Q5 measures whether repeated exposure causes fatigue or aversion (single-choice); Q6 evaluates ad-driven purchase intent (NPS); Q7 asks for suggested improvements (multiple-choice); Q8 collects additional open-ended feedback. Estimated completion time: 4 minutes. Recommended sample size: no fewer than 300 respondents, covering the main ad-exposed audiences.

Perguntas representativas incluídas

1. 1Pergunta de múltipla escolha

   Through which channel(s) have you recently seen this advertisement? (Select all that apply)

   TelevisionOnline video platforms (e.g., Douyin, Bilibili)Social media (e.g., Weibo, WeChat)Outdoor billboardsOther
2. 2Pergunta aberta

   Based on your memory, please write down the brand name and the main highlight(s) of this advertisement (e.g., features, promotions) as much as you can.

3. 3Pergunta de escala

   How would you rate your overall liking of the creative concept of this advertisement?

   1 - Dislike very much2345 - Like very much
4. 4Pergunta de escolha única

   In your opinion, what is the primary message this advertisement intends to convey?

   Product efficacy (e.g., anti-dandruff)Price promotionBrand philosophyNew packaging designNot sure
5. 5Pergunta de escolha única

   Have you recently felt annoyed or fatigued due to frequent exposure to this advertisement?

   Not at all; it is acceptableNeutral; no particular feelingSomewhat annoyed, but still tolerableVery annoyed; I hope to see it no more
6. 6NPS (Net Promoter Score)

   After seeing this advertisement, how likely are you to recommend the brand to friends or colleagues?

   0-6 (Not likely)7-8 (Likely)9-10 (Very likely)
7. 7Pergunta de múltipla escolha

   In which areas do you think this advertisement needs the most improvement? (Select up to 3)

   Creative content (plot, visuals, etc.)Clarity of informationMusic or voiceoverOverall length / frequency of exposureRelevance to target audience
8. 8Pergunta aberta

   Do you have any other specific feelings or suggestions for improvement about this advertisement? (Optional)