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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