Ad Effectiveness

Test how well your advertising is remembered, how much it is liked and whether the key messages land – including the impact on purchase intent.

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Ad Effectiveness – questionnaire preview

This template checks the key dimensions of ad effectiveness: is the advert recognised (recall), how well is it liked (likeability), do the messages come across as clear and credible, and does purchase intent shift? An open question at the end captures spontaneous reactions.

When should you use this template?

This template is a great fit for:

As a pre-test before launching a campaign
As a post-test to measure the success of a running campaign
To compare several creatives or variants

Every question in this template

1

Have you seen this advert before? *

Single choice
- Yes, several times
- Yes, once
- No, this is the first time
- I am not sure
2

How much do you like this advert?

Rating

To what extent do the following statements apply to the advert?

Matrix

	Does not apply at all	Rather does not apply	Partly	Rather applies	Fully applies
The advert is easy to understand
The advert is credible
The advert is relevant to me
The advert is memorable

4

How does this advert affect your intention to buy the advertised brand?

Single choice
- Clearly increased
- Somewhat increased
- Unchanged
- Somewhat decreased
- Clearly decreased
5

What stood out to you most about this advert?

Long text

Frequently asked questions

Do I need the creative for the test?

Yes. Embed the creative to be tested as an image or video before the questions so that all respondents evaluate the same material.

What does likeability say about success?

Likeability is a useful early indicator: ads that are liked are often remembered better and skipped less. It does not, however, replace measuring the impact on purchase.

Start with this template

Load the template into DataLion, adapt it to your brand and start collecting responses — GDPR-compliant, in minutes.

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