How would I measure the effectiveness of an anti-smoking ad?

I'm doing a project for my market research class and I need to develop a plan for measuring the effectiveness of a current anti-smoking campaign. I have already included conversion measures in the plan, such as calls to the quit smoking hotline and website clicks and I need to create a survey. What kind of questions might the survey contain? The measure of effectiveness is the number of times a person has tried to quit smoking, which I want to link back to that person having seen the ad.