Advertising testing for message effectiveness is directed at identifying the impressions, feelings, and effectiveness of the ad in moving the respondent to a desired goal (increased awareness, more product information, trial, repeat purchase).

General Measures That Are Part Of Advertising Message Testing
Overall Ad Appeal
Recognition and recall of similar ads
Motivating power of comparative ads that are viewed – buzz?? ( after seeing this ad, are you more or less likely to purchase?)
Ad preference: Identification of ads that they would like to watch several times

General Impressions
Do you remember what the ad is about?
What people, characters, or things that stand out in the ad
General feelings or thoughts that you have during the ad
What does the ad say about the product… where does it say that

Ad Consistency
Where do ad parts or messages not fit together
What impressions are taken away from the ad (positive and negative )

Ad Emotional Effect
Identification of feelings (from list) that you feel about the ad
Where (situation) have you used or felt like people in the ad?
Evaluation of benefits and values (feelings associated with the ad that are received from using or owning the product)

Usage Effect
Would you use the product advertised, if so, in what situation
Likelihood of trial, purchase

External Effect
Where have you talked with people about this ad.