A print ad – rough mock-up is acceptable – grading is on the concept
A 30-second radio spot or television spot that you create. If you choose a radio ad you must record the audio and include it in your presentation. If you choose a television ad you must create a video to include in the presentation. You should also submit the script for the ad. Grading is based on the concept.
Ad Piece Rubric
Criteria
Ratings
Pts
Audience and purpose
20.0 pts
Expert
Ad is geared towards an obvious audience and has a very effective purpose.
18.0 pts
Proficient
Ad demonstrates considerable use of a target audience and has a considerable purpose.
16.0 pts
Competent
Ad demonstrates a limited use of a target audience and shows limited purpose.
14.0 pts
Novice
Ad does not have a target audience and does not demonstrate a purpose.
20.0 pts
Message and Persuasion
20.0 pts
Expert
Ad demonstrates an overt and implied message in order to persuade the audience to purchase the product with a high degree of effectiveness. Strategies and techniques are superb.
18.0 pts
Proficient
Ad considerably demonstrates an overt and implied message in order to persuade the audience to purchase the product. Strategies and techniques are superior.
16.0 pts
Competent
Ad demonstrates a message to the audience for them to buy the product, but it is only somewhat persuasive. Strategies or techniques are evident.
14.0 pts
Novice
The ad does not have a clear message and is not persuasive.
20.0 pts
Creativity
20.0 pts
Expert
Ad is visually appealing and extremely creative with imagery and/or background music.
18.0 pts
Proficient
Ad is considerably appealing and creativity with imagery and/or background music.
16.0 pts
Competent
Ad is plain, but has some visual appeal or imagery with background music.
14.0 pts
Novice
Ad is not appealing and almost no effort was put into creating it.
20.0 pts
Text/Language
20.0 pts
Expert
Text on the ad or in the radio/TV commercial demonstrated all key elements of what was essential to be communicated and had value.
18.0 pts
Proficient
Text on the ad or in the radio/TV commercial demonstrated what needed to be communicated and had value.
16.0 pts
Competent
Text on the ad or in the radio/TV commercial was limited and had little value.
14.0 pts
Novice
Text on the ad or in the radio/TV commercial was not appropriate and/or not present.
20.0 pts
Required Elements
20.0 pts
Expert
Submitted both required advertising pieces. Met the assignment requirements of a print ad and/or radio/TV commercial spot and exceeded the expectations of their final product produced.
18.0 pts
Proficient
Submitted both required advertising pieces. Met the assignment requirements of a print ad and/or radio/TV commercial spot.
16.0 pts
Competent
Only submitted one of the two required advertising pieces. Barely met the assignment requirements of a print ad and/or radio/TV commercial spot.
14.0 pts
Novice
Did not meet the assignment requirements of a print ad and a radio/TV commercial spot.
20.0 pts
Total Points: 100.0
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