Chapter 07
Did it work?
Five effectiveness questions: how much attention the ad captured, how good it looked, whether it drove recall, action and trust.
0%
Attention
'Very' or 'Extremely'
0%
Quality
'Good' or 'Excellent'
0%
Likely to act
Somewhat + Very likely
0%
Trust impact
Increases trust
Q9 · Attention
How much attention did the ad capture?
Overall — attention score
By mall — attention distribution
Stacked to 100%
Q10 · Quality
How would you rate the ad's quality?
Overall — quality rating
By mall — quality distribution
Stacked to 100%
Q12 · Action · Q13 · Trust · Q14 · Recall
Action, trust and recall
Likelihood to take action
Trust impact
Brand recall
Two-thirds of respondents (66%) say mall ads increase their trust in a brand, and 64% recall the brand they saw — strong mid-funnel signals to pair with the upper-funnel attention numbers.
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