Criteria | Excellent (5) | Good (4) | Fair (3) | Needs Improvement (2) | Unsatisfactory (1) |
|---|
Target Audience | Clearly identified and thoroughly understood | Mostly identified and understood | Somewhat identified and understood | Audience not clearly identified or understood | No consideration for target audience |
Message Clarity | Concise, clear, and effectively communicates the message | Mostly clear with some minor confusion | Message is somewhat clear but lacks clarity | Message is unclear and difficult to understand | Message is completely unclear and incomprehensible |
Creativity | Highly innovative and original | Creative with some original elements | Somewhat creative with common elements | Lacks creativity and relies on clichés or stereotypes | Completely unoriginal and uninspired |
Visual Appeal | Highly engaging visuals that enhance the message | Visually appealing with some enhancement of message | Visuals are present but do not significantly enhance message | Visuals are distracting or irrelevant to the message | Visuals detract from the message or are nonexistent |
Call to Action | Compelling and clear call to action | Call to action is present but lacks persuasiveness | Call to action is somewhat unclear or weak | Call to action is missing or ineffective | No call to action provided |
Brand Representation | Strong alignment with brand identity | Mostly aligned with brand identity | Somewhat aligned with brand identity | Brand representation is inconsistent or misleading | Brand representation is completely off-brand |
Overall Impact | Memorable and likely to have a significant impact | Impactful but may not be memorable | Somewhat impactful with limited memorability | Lacks impact and is forgettable | Completely ineffective and easily forgettable |
