Questionnaire on the Effectiveness of Advertising on Influencing Consumer Behavior
Let the person being asked view an advertisement in print or video of the
product/service being offered in the marketplace.
How many times have you seen an advertisement of this product/service
over the past week, excluding the present one?[1]
___ 1 ___ 4
___ 2 ___ 5 or more
___ 3
What is the main message of this advertisement for you?[2]
___ Selling the product/service
___ Introducing the product/service
___ Focusing on the product’s/service’s comparatively cheap price
___ Focusing on the product’s/service’s high quality
___ Creating brand awareness
___ Other _______________
If asked to describe this advertisement, which of the following would be
appropriate?[3]
___ Funny ___ Pleasant
___ Emotional ___ Memorable
___ Informative ___ Boring
___ Irritating ___ Other __________
In a range of 1 to 5 with 1 representing strongly disagree and 5 representing
strongly agree, judge the following statements:[4]
The advertisement claims were believable ___
The advertised product is clear to me ____
The advertisement was unique ____
I will eventually buy this product ____
In a range of 1 to 5 with 1 representing just like me and 5 not at all like me,
judge how the following statements apply to you.[5]
I regularly go window shopping.
I am often an impulse buyer.
I engage in online shopping.
I buy based on my own judgment.
I am attracted to very low-priced outlets.
Regarding the advertisement, please answer yes or no to the following:[6]
Did the advertisement appeal to your eye?
Did the advertisement elicit fun in its viewing?
Is the advertisement worth talking about?
Is the advertisement’s style worth repeating in the future?
Did the advertisement convince you to buy the product/service?
In what media have you seen the product’s/service’s advertisements?[7]
___ Billboard
___ Newspaper
___ Magazine
___ Online
___ Television Commercial
___ Other _____________
[1] Advertising Effectiveness Survey, mineful, 2010 <http://www.mineful.com/online_surveys/advertisement_effectiveness_survey.html>
[accessed 20 April 2011]
[2] ibid
[3] ibid
[4] ibid
[5] ibid
[6] ibid
[7] Advertisement Evaluation Survey, mineful, 2010
<http://www.mineful.com/online_surveys/advertisement_evaluation_survey.html>
[accessed 20 April 2011]
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