Advertising Effectiveness

Ad relevance, believability, motivation, descriptive profile plus viewer life style measures.



   
 
Please view the product/description of the following advertisement. [ENTER AD OR DESCRIPTION]
 
   
 
How well do you remember this advertisement?
 
Don't remember at all
 
Remember company but not product or ad
 
Remember company and product but not ad
 
Remember ad
 
   
Other than trying to get you to buy the product or service, what is the main message of this ad?
 
   
 
   
What did you like most about this ad? Please be specific.
 
   
 
   
What did you like least about this ad? Please be specific.
 
   
 
   
(Check all that apply)
If you were describing this ad to a friend, would you say this ad is...
 
Active
 
Attention-getting
 
Boring
 
Cheerful
 
Creative
 
Emotional
 
Energetic
 
Genuine/sincere
 
Honest
 
Humorous
 
Informative
 
Irritating
 
Memorable
 
Natural
 
Offensive
 
Pleasant
 
Satisfying
 
Strong
 
Unique
 
Warm-hearted

 
   
Please check the one box that best indicates how descriptive the statement is of you.
Just like me A lot like me Somewhat like me Not much like me Not at all like me
It is important to me to be treated well.
I like the "royal treatment" in stores
I have somewhat old-fashioned tastes and habits
I like my clothes to look up to date
I never have enough time to shop
I think I am a little bit wild
I think shopping is fun
I often buy things on impulse
I have lots of leisure time
I expect to have more money next year
 
   
Based on the features advertised, this ad...
ENTER PRODUCT OR SERVICE
Strongly Agree Somewhat Agree Neither Somewhat Disagree Strongly Disagree
The ad message is understandable.
The advertisement is believeable
The ad's message is relevant to me.
The benefits described in the ad are believeable to me.
After viewing this ad, I would consider purchasing the product.
This ad is much better than other ads for products in this product category.
 
   
Please check the one box that best indicates how descriptive the statement is of you.
Just like me A lot like me Somewhat like me Not much like me Not at all like me
My world seems to be coming apart at the seams
I think I am a smart shopper
I like to be outrageous
I feel I get a raw deal out of life
I think a woman's place is in the home
I prefer stores where prices are always low
I never seem to have enough money
I regularly read the newspaper
I have more money now than last year
When I shop, I just want to get it over with
 

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