Criteria |
0 or 1 |
2 |
3 |
4 |
| Relevant to topic |
Advertisement does not show brand image and no benefit is shown. |
Advertisement shows some relation to brand image and benefit is not illustrated. |
Advertisement relates to brand and illustrates a benefit, but not the main benefit. |
Advertisement shows brand image and illustrates main benefit of product. |
| Visually pleasing |
Advertisement does not use design principles. |
Advertisement includes one or two design principles. |
Advertisement includes most design principles. |
Advertisement includes all design principles. |
| Body Copy |
Copy is not relevant to brand, does not include benefits, and is not related to headline. |
Copy is somewhat relevant to brand, does not include benefits, and does not relate to headline. |
Copy is relevant to brand, includes benefits, but does not relate to headline. |
Copy is relevant to brand, relates to headline, and includes benefits. |