1.

QUESTIONARRE:
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 Not much Not at all
like me like me 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 Somewhat Neither Somewhat Strongly
Agree Agree Disagree 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 Not much Not at all
like me like me 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

2.QUESTIONARRE:
Rate the motivating power of each ad on a 1 to 10 scale where 1 means NOT AT ALL
MOTIVATING, 10 means EXTREMELY MOTIVATING, and 5 means ABOUT AVERAGE
FOR THIS TYPE OF PRODUCT ADVERTISING.
1 2 3 4 5 6 7 8 9 10
Ad A

Ad B

Ad C

Ad D

Ad E

3.
We will be watching five advertisements that promote different brands of pizza. The titles of the
five ads and their order of play are shown on this card. After you watch the five ads, divide them
into three groups. That is, arrange the ads into those you...
1. Will watch over and over again
2. Might watch several times
3. Never want to watch again

4.
Of the ads you say you'll watch several times, which ad would you probably watch most often?

Ad A

Ad B

Ad C

Ad D

Ad E

5.

Let's watch the ad you said you would watch most often again. What people, characters, or
things stand out in the ad?

6.

What thoughts and feelings is each person or character having during the ad? How do you know
that?

7.
What does the ad say about the product? Where in the ad do you see, hear, or feel that?

8.

What are some ways that the product enhances the situation being shown? Where in the ad did
you see, hear, or feel that?

9.

What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion
or perhaps are distracting?

10.

What are some impressions that you take away from the ad? Is that impression positive or
negative?

11.
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is
most closely associated with the ad.
 achievement and success

living an active and full life

making smart choices

freedom to be one's self

self reliance

being accepted by others

caring for others, particularly the underdog

being young at heart and in appearance

personal security

being a good parent

making a better world

living a comfortable and contented life

12.

Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like
the people or characters shown in the ad.

13.

Next, let's watch [test ad or benchmark ad if test ad has already been discussed]. What people,
characters, or things stand out in the ad?
 14.

What thoughts and feelings is each person and character having during the ad? How do you
know that?

15.

What does the ad say about the product? Where in the ad do you see, hear, or feel that?

16.

What are some ways that the product enhances the situation being shown? Where in the ad did
you see, hear, or feel that?

17.

What parts of the ad don't seem to fit together? That is, parts of the ad that cause some confusion
or perhaps are distracting?
 18.

What are some impressions that you take away from the ad? Is that impression positive or
negative?

19.
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is
most closely associated with the ad.

achievement and success

living an active and full life

making smart choices

20.
On this card are listed several concepts or feelings. Pick out the concept or feeling you think is
most closely associated with the ad.

achievement and success

living an active and full life

making smart choices

freedom to be one's self

self reliance

being accepted by others

caring for others, particularly the underdog

 being young at heart and in appearance

personal security

being a good parent

making a better world

living a comfortable and contented life

21.

Tell me about a situation in which you have consumed/used/bought/etc. the product and felt like
the people or characters shown in the ad.

22.
Now let's look at all five ads one final time. After watching each ad, tell me how strongly you
think it will motivate people like you to purchase the product during the next one or two weeks?

23.

Why do you rate ad [A/B/C/D/E) so high? Why do you think it will motivate people like you to
purchase the product?

24.

You rated ad [TEST AD] as a [SCORE] on the ten-point scale. What are some things about the
ad that make it [INEFFECTIVE (RATING 1-3)/ABOUT AVERAGE (RATING 4-
6)/REASONABLY EFFECTIVE (RATING 7-8)/VERY EFFECTIVE (RATING 9-10)] in
motivating purchase?