Survey Templates Surveys Shock Advertisement Effectiveness Research

Shock Advertisement Effectiveness Research

Sample Survey

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Hello:

This survey is being carried out to find out the effectiveness of the “shocking advertising” in the context of fashion. Shocking is a very common technique used in the fashion advertising to attract audience’s attention from violating the social norms. Please answer the questions freely. You cannot be identified from the information you provide, and information about individuals will be only given to this academic research.

ALL THE INFORMATION YOU PROVIDE WILL BE TREATED IN THE STRICTEST CONFIDENCE

The questionnaire should take you about 5 minutes to complete. Please answer the questions in the space provided. Your answers are essential in building an accurate picture of the issues that are important for the advertising effectiveness research.

Thank you very much for your time and support. Please click Continue button below to start the questionnaire.

Hui-Hua Hsu
Leeds Business School
MA Advertising and Marketing

1. Advertising Image

1. Attention

To what extent do you think the advertising attract your attention?
Please give the score to each component of the advertising on a scale of 1-5.(1=being the least, 5=being the most)

2. Shocking Level

After seeing the image, on a scale of 1-5, how do you feel about the following statement?

	strongly disagree 1	2	3	4	strongly agree 5
The advertisement is shocking	strongly disagree 1	2	3	4	strongly agree 5

The advertisement is obscene	strongly disagree 1	2	3	4	strongly agree 5

The advertisement is startling	strongly disagree 1	2	3	4	strongly agree 5

The advertisement is factual	strongly disagree 1	2	3	4	strongly agree 5

The advertisement is humorous	strongly disagree 1	2	3	4	strongly agree 5

3. Comprehension

To what extent do you understand this advertising? In other words, could you understand the association with this advertising image and its advertised products? Please give the score to each component on the scale of 1-5.

	very incomprehensible 1	2	3	4	very comprehensible 5
Picture	very incomprehensible 1	2	3	4	very comprehensible 5

Headline	very incomprehensible 1	2	3	4	very comprehensible 5

Product	very incomprehensible 1	2	3	4	very comprehensible 5

Brand Logo	very incomprehensible 1	2	3	4	very comprehensible 5

4. Involvement in Advertising - Cognitive Processing

1. I can understand the advertisement by?

intuition 1

5 deliberation

2. How much efforts does it take to associate the advertising image with its advertised brands and products, e.g. it is advertising clothes?

very little 1

5 very much

3. I paid more attention to the “picture” in the advertisement

strongly disagree 1

5 strongly agree

4. I paid more attention to the “headlines and text” in the advertisement

strongly disagree 1

5 strongly agree

5. Recall

1a. The product in the advertising is clothes

True

False

1b. If you choose "False", please indicate the right answer if possible.

If you don't remember, you can leave the space blank.

2a. The brand in the advertising is Tough.

True

False

2b. If you choose "False", please indicate the right answer if possible.

If you don't remember, you can leave the space blank.

3a. The advertising mentions something about Impossible.

True

False

3b. If you choose "False", please indicate the right answer if possible.

If you don't remember it is fine to leave the space blank.

4a. The products are worn by a model in the picture.

True

False

4b. If you choose "False", please indicate the right answer if possible.

If you don't remember it is fine to leave the space blank.

B. What is the headline in this advertising approximately? If you don't remember, you can leave this space blank.

6. Attitude toward advertisement

1. To what extent do you like this advertising

not at all 1

5 very much

2. What is your overall evaluation of this advertising?

very bad 1

5 very good

3. I believe the content of this advertising

strongly disagree 1

5 strongly agree

4. I think the presentation of the advertising is

very bad 1

5 very good

5. This advertising makes me feel good

strongly disagree 1

strongly agree 5

7. Attitude toward brand

How do you feel about the following statement? Please choose the score you think best describing this new brand on a scale of 1-5.

	Strongly disgree 1	2	3	4	Strongly agree 5
I like this new brand	Strongly disgree 1	2	3	4	Strongly agree 5

I think it is a good brand	Strongly disgree 1	2	3	4	Strongly agree 5

I would like to recommand this brand to others	Strongly disgree 1	2	3	4	Strongly agree 5

I believe this ne brand has good quality	Strongly disgree 1	2	3	4	Strongly agree 5

This new brand makes me feel good	Strongly disgree 1	2	3	4	Strongly agree 5

8. Personal Data

1. Gender

Female

Male

2. Age

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Shock Advertisement Effectiveness Research

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