How to Create an Advertising Survey / How to Build a Customer Service Survey

How to Build an Advertising Survey

When creating an advertising survey, the researcher will focus on the comprehension, effectiveness and results of the ad message.  Ads involve five key messaging elements.  These are Who (Spokesperson), Says What (Advertising Message), To Whom (Target Audience), How (Which Media Channel), With What Effect (Desired Outcome). 

When any advertising research is conducted we must have in mind the Advertising Effect or desired outcome.  If we can determine the Effect, the other answers to the other four questions can be answered.

When creating a survey to measure the effectiveness of an advertisement, a series of ad components are evaluated. The following are a sampling of items from different advertising evaluations based on a hierarchy of values approach.

Communicated Messages About Product – Service Attributes

What attributes or features does this ad communicate? 

           Taste              This drink has great taste
           Energy            This drink provides an energy boost
           Reliability       This computer is reliable and trouble free
           Features         This computer has the features I’m looking for in a laptop
           Cost                This computer is less expensive than most major brands
           Style                This coat is attractive and stylish

Communicated Benefits
What benefits does this ad communicate?

           Comfort          This car is comfortable to ride in
           Value              This car is a good value for the money
           Origin              This car is superior to most imports
        Quality            This car is a quality vehicle

Personal Values
What personal values does this ad communicate?
This ad reminds me…

           Need Fulfillment        This car will meet my driving needs
           Caring                        This company cares about my needs
           Trust                            I can trust the car I drive
           Understanding           The company understands the needs of this car’s buyers

Higher Order Values
Higher order values are the over arching values that drive behavior and give meaning to life.  Products and services are more likely to be purchased if they are consistent with these values.  Measures of these values should be included in advertising studies.

This ad brings to mind…

           Accomplishment       The good feelings of personal accomplishment
           Pease of Mind           The good feeling of having peace of mind
           Personal Satisfaction The good feeling about myself and what I do
           Security                      The good feeling of personal security and well being

Ad Effectiveness
Behavioral and attitudinal goals will vary by ad and include such factors as:

           Realism          This ad shows a realistic view of President Bush
           Entertaining   This ad is entertaining to watch
           Relevance      This ad provides relevant information about the products
           Ad Reinforcement  This ad reinforces positive feelings about this product
           Information     This ad makes me want to learn more about this product
        Purchase        This ad makes me more likely to purchase this product
        Attention         This ad really holds my attention

These items are often measured using a Strongly Agree – Strongly Disagree scale.