Tuesday, June 27, 2006
AD EVALUATION CRITERIA
This blog will evaluate ads from around the world against the following ten evaluation criteria:
For each criterion there will be a score of L(ow), M(id) or H(igh), corresponding to 0, 0.5. or 1 points.
The sum of the ten scores will give the final verdict score out of a perfect 10!
For each criterion there will be a score of L(ow), M(id) or H(igh), corresponding to 0, 0.5. or 1 points.
The sum of the ten scores will give the final verdict score out of a perfect 10!
AD EVALUATION CRITERIA
1. UNDERSTANDABLE
Is it easy to understand what goes on in the ad and what message it wants to communicate?
2. RELEVANT
Is the communicated message or story relevant to you? Can you associate with it?
3. CREDIBLE
Is the message or promise made credible?
4. PERSUASIVE
Is the story persuasive?
5. WELL-BRANDED
Is the product recognized and the hero of the ad?
6. OWNABLE
Can this ad be only for this product or can it be easily associated with other products?
7. DISTINCTIVE
Is the ad distinctive or “seen before”?
8. MEMORABLE
Is the ad memorable? Would you talk about it with your friends?
9. ENGAGING
Does the ad capture your attention?
10. MAKES ME BUY
1. UNDERSTANDABLE
Is it easy to understand what goes on in the ad and what message it wants to communicate?
2. RELEVANT
Is the communicated message or story relevant to you? Can you associate with it?
3. CREDIBLE
Is the message or promise made credible?
4. PERSUASIVE
Is the story persuasive?
5. WELL-BRANDED
Is the product recognized and the hero of the ad?
6. OWNABLE
Can this ad be only for this product or can it be easily associated with other products?
7. DISTINCTIVE
Is the ad distinctive or “seen before”?
8. MEMORABLE
Is the ad memorable? Would you talk about it with your friends?
9. ENGAGING
Does the ad capture your attention?
10. MAKES ME BUY
At the end of it all, do you feel to urge to get off your couch and go buy the product?
VERDICT: Score: X out of 10
VERDICT: Score: X out of 10
