Ad Evaluation Form

Form for Analysis of three TV Commericals
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Name of product: ____________________________________ Date/Time: ______________

Brief description of commerical: _________________________________________________

__________________________________________________________________________

_________________________________________________________________________.

When describing the ad please consider the following:

1. Source Credibility. Describe the major character in the commerical. Is this person attractive?
An expert? Well-known? Trustworthy? Of high status? Similar to potential customers?

2. One-Sided versus Two-Sided Persuasion. Was the presentation one-sided, providing only
reasons why you should purchase the product? Or was it two-sided?

3.    Perceived Intention. Did the commerical try to appear as though it were not trying to
        persuade? If so, then how was this accomplished? Were you made to feel you were just
        overhearing a conversation or watching a scene? Did the sponsor imply that it had nothing to
        gain by influencing you, or that it had primarily your interest at heart?

4. Rate your overall perception of the effectiveness of the commercial.

1 2 3 4 5 6 7 8 9
Not effective Very effective